An action plan is to improve Costain West Africa's public reputation and brand perception within six months.

1. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
Enhancing Brand Perception and Driving Investor Interest:
Pre and Post IPO Communications
Plan for Costain West Africa Plc

2. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
Enhancing Pre- and Post-IPO Campaign Success through Public Relations and Advertising
1ST October – 31 January 2007/8
1. Plan of Action
The goal of this plan of action is to improve Costain West Africa's public reputation
and brand perception within six months. This will be done through updates and re-
strategizing by the Public Offer team, as well as implementing a robust marketing
campaign during pre- and post-IPO to.
Corporate/Service Policy Considerations
The Public Offer team will execute a communication strategy with a single message
that aligns with the goals of the IPO. This strategy must comply with the SEC and NSE
framework policies. The aim is to improve the public reputation and brand perception
of Costain West Africa within six months. A robust marketing campaign will be
implemented during the pre- and post-IPO stages to persuade investors to consider
the client's IPO.
Legal and Risk Management Issues
Develop and implement a communication strategy that aligns with the goals of the
Public Offer, considering potential risks. Utilize objective materials and guidance from
financial experts to provide transparency in the risks of the offer. Avoid controlling the
narrative and follow financial marketing policies. Explore opportunities within the
market and engage with client businesses to close gaps.
Financial Implications
Based on current analysis and assessment, none currently threatens this project.
Recommendations
Costain West Africa Plc reviewed the proposal and agreed on recommendations for
implementation.
Contact 018509141/08085322001; PR Managers are Temitope Ajayi (08085322002)
or Afolabi Adewole (08085322003), or you can email us
at marketing@impact85.com.ng

3. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
Background
Costain West Africa, formerly known as Costain Nig Plc, has struggled financially over the last
decade, losing several lucrative contracts. The company take over by the Shoreline Group of
Companies and renamed Costain West Africa Plc. Despite facing a difficult market, the new
management is optimistic and has secured contracts in the telecoms and railway sectors, as
well as private residential construction in Lagos and Abuja. To improve their brand reputation
and public image, Costain West Africa has hired Impact85 Marketing & Communication to
focus on investor relations and communication efforts.
Costain West Africa has a long history in Nigeria, investing in equipment, technology, and
human resources to improve construction. Costain West Africa is seeking to raise capital
through an IPO to invest in improvements and advance the Nigerian construction industry.
Costain West Africa Plc - IPO
We provide strategic communications to executives facing initial public offerings and veterans
of publicly held companies. We are exceptionally well-versed in helping companies
understand their potential. We use that knowledge to help our clients communicate
effectively with current and potential investors in Nigeria. Our marketing team enables you
to find your most assertive voice and strengthens it further to ensure it heard in your most
important venues.
As a communication firm, we understand the importance of effectively communicating with
investors. Without timely and accurate information about a company's performance and
plans, uncertainty and volatility can arise. In the stock market, the competition is not just with
industry rivals, but also with other stocks that are performing better and have greater
potential for returns, which can attract new investors.
To attract and retain investors, a tailored IPO or public offering plan is essential. Our team has
experience in developing such plans and can help your company move beyond building brand
awareness to influencing buyer behavior. We provide strategic communication services to
executives facing initial public offerings and publicly held companies. Our marketing team will
help you find your strongest voice and ensure its heard at the right venues.

4. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
Action
Pre IPO-Stage - Public Relations 21st October 2007 to 11th December 2007
Post IPO Stage - Live Advertising Campaign 1st, January 2008 to 3rd January 2008
Team Members Responsibilities Details
Local journalists Report on Costain West Africa's
market potential
Impact85 should organize a media
briefing for local journalists
Impact85 MD Conduct the media team briefing Provide refreshments and food
Costain West Africa Discuss company history and
commitment to the local market
Discuss need for raising capital for
equipment and technology
improvements
PR Strategy
To create a successful public relations strategy for Costain West Africa Plc's public offer, we
will focus on building a positive brand image and awareness through targeted media relations
and advertising campaigns.
Our first step will be to conduct a thorough analysis of the current market and the company's
current reputation to identify key areas for improvement and potential opportunities. We will
then develop a comprehensive communication plan that includes targeted messaging and a
timeline for execution.
To build awareness and interest in the public offer, we will conduct media briefings and
interviews with key company executives, as well as distribute press releases and other
promotional materials to relevant media outlets. We will also leverage the company's social
media presence to engage with potential investors and promote the public offer.
Additionally, we will collaborate closely with the company to develop targeted advertising
campaigns that will reach potential investors and highlight the benefits of investing in Costain
West Africa Plc. This may include online and print advertisements, as well as targeted
advertising on social media and other platforms.

5. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
Overall, our goal is to create a comprehensive public relations and advertising strategy that
will effectively promote the company's public offer and drive interest and investment. We
believe that by implementing this strategy, we can successfully build a positive brand image
and generate significant interest in the company's public offer.
Media Team
Nigerian journalists, reporters, and news channels.
The media briefing will provide journalists with information about Costain West Africa's
market focus and recent investments in equipment, technology, and human resources. The
agency will provide refreshments and food, and the MD of Impact85 will chair the briefing
and answer any questions from the media. Press releases and branded goodie bags
distributed, and a chronological history of Costain is provided. The goal is to highlight the
company's commitment to investing in the local market and its need for capital to improve
its capabilities in building and developing housing and office structures.

6. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
Date Tasks Action Comments
21st
October 2007 Nigeria Media Team
Local journalist within
Nigeria
Impact85 should hold
a media briefing for
local journalists to
report on Costain
West Africa's market
potential during the
pre-offer, opening,
and posting-offer
campaign.
Provide refreshment and food, Impact85
managing director to conduct the media
team briefing
Discuss Costain West
Africa’s history in Nigeria
and their commitment to
invest in the local market
hence their need for raise
capital to improve on
equipment’s, technology,
and human resources to
change the way we build
and develop housing and
office structures.
22nd
October 2007 Meet with Costain WA
Management
The agency should inform the client about
the meeting outcome and explain the
perception challenges regarding Costain
W.A.
Update the client on the
outcome of our meeting
and the importance of
being transparent with the
media about any perception
issues surrounding Costain
West Africa.
23rd
October 2007 Brand Awareness Nationwide and Africa campaign Reveal the creative concept
for press and outdoor
media to improve Costain
West Africa's brand
presence and increase its
brand asset value.
Deliver two copies of
the creative campaign
to the client.
Hold a discussion to identify areas for
improvement in the campaign's first
impression and take notes.
Radio Ad The target audience is Nigerian investors
24th
October 2007 Forward the prototype
radio ad for Costain.
The goal is to ensure that the agency
meets the client's brief requirements. The
objective is to learn from feedback and
amend the radio ad to improve the client's

7. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
confidence in our marketing efforts for
their brand.
25th
October 2007 Media Plan/Media
Buying Strategy
Forward the client our proposed media
planning and buying execution strategy.
The strategy includes a range of media
options to reach potential investors in the
local market. This is an opportunity to
highlight any other types of media the
client wishes to use.
Date Tasks Action Comments
26th
October 2007 Constitution of
African media
Contact Business in Africa, New Africa, African
Business, Trader, African Investors.
Costain West Africa's
market reach should
extend beyond
Nigeria to take
advantage of
construction
opportunities in
West African
countries and
increase brand
awareness.
Web Design Finish designing the Costain West Africa website
with content including About Us, Sectors, News,
Careers, Home, and Contact. Include media
relations, corporate publications & events,
branding, and internal communications.
Invite expressions of
interest from African
publications and
design creative
advertising concepts
to reach this target
audience. Invite
expressions of
interest from African
publications and
design creative
advertising concepts

8. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
to reach this target
audience.
29th
October 2007 Graphic Design The graphic department should start the design
process by meeting with clients and researching
Costain West Africa's web presence in the UK and
as a group. Use this information to construct a
design that displays its capabilities to the West
African market and effectively uses its brand
identity. The website should emphasise the
importance of communication and branding
across all service deliverables.
e-Commence The website should accept Interswitch and Visa
payments online. Determine if an e-commerce
site is necessary for selling shares during the
offer period.
31st
October 2007 Research
Development
Research how other IPOs use online channels to
promote and increase sales of shares. Create
positive stories about the brand targeted at
potential investors.
31st
October 2007 Presentation Design and edit the presentation for Costain
West Africa to send to the agency. The
presentation will cover an overview of the
company, investment highlights, market
overview, financial summary, management
structure, and public offer details.
Costain West Africa
needs to do more to
increase its market
value across Africa
and Nigeria, where it
plans to go to
market (Public Offer)

9. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
1st
November
2007
Presentation Design and edit the presentation for Costain
West Africa to send to the agency. The
presentation will cover an overview of the
company, investment highlights, market
overview, financial summary, management
structure, and public offer details.
Media Forum Design the presentation for the media forum to
align with Costain West Africa's objectives. Our
focus is to inform and persuade the media about
the organisation's investment potential. Provide
all materials and information to help the media
effectively cover the topic.
Select a range of
publications for
editorial coverage.
Before its formation,
communications
were separate from
corporate
challenges.
2nd
November
2007
1st Media Roadshow
Lagos
The management team will meet with the media
at the first Media Forum in Lagos to clarify the
company's public offer. Impact85 will prepare
background information on Costain West Africa
for the local media to use in their articles.
Costain West
Africa for the local
media to use for
their press articles
3rd
November
2007
Phil Wharton MD/CEO
Costain West Africa
The Costain West Africa team will present the
company, its values, industry/market position,
new management team, investors, businesses,
business plan, and projections. Review the
strategy and investigate the corporate approach
to Public Offer marketing. Organise a media
press conference with selected journalists and
the agency to book Planet One for 30-35 people.

10. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
5th
November
2007
Measure PR Output Monitor public relations performance to amend
accordingly.
6th
November
2007
Executing
Communications
Use a corporate approach to marketing and
branding to improve cross-service communication
and performance before the pre-offer officially
opens
Stories Begin in The
Press About Costain
West Africa
Prepare a campaign strategy and develop an
investor relations strategy using persuasion
tactics with guidance from the SEC and NSE
charter. Consult with the Policy &
Communications Team on advertisement and
publication branding
Media PR Impact85 monitors the media team and analyses
the accuracy of press articles and media
broadcasts. This ensures compliance with SEC and
NSE rules and guidelines by providing the public
with correct information. PR managers provide
accurate information with supporting evidence
and evaluate the levels of accuracy to prevent
negative press narratives.
Media Protocol Start public sensitisation and meet within the
agreed media protocol as part of the corporate
communication strategy. Emphasize Costain West
Africa's business ability and local history.
Goodie Bags Impact85 will distribute goodie bags and gifts to
the media and journalists. Monitor and measure
the effects of our planned actions on positive and
negative media coverage for this client.
7th
November
2007
Encouragement and
Engagement
To build media confidence in Costain, arrange for
a selected media report to visit the company's
head office and see that it is not a shell company.
The media team can also accompany clients on
ongoing projects within or outside Lagos to
strengthen positive relations.

11. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
Phil Wharton Phil Wharton is out of the office until Monday,
November 12, 2007, so do not plan anything
involving him for the PO.
He is on a business
trip. Plan the
business list for the
Costain West Africa
official relaunch on
December 3, 2007.
Invite The client has requested that we invite everyone
on their Phil Wharton, including their group
company's client list.
7th
November
2007
Radio Hypes with
Obabolujo
Obabolujo's program StockWatch on Star FM has
a large audience and followers who rely on the
presenter's information before making
investment decisions. We recommend that
Costain use this opportunity to appeal to potential
investors.
8th
November
2007
Editorial Partnership Discuss offer endorsement with Obabolujo and
negotiate terms. Prepare endorsement contracts
and confidential release forms
Impact85's Managing
Director is away.
Tajudeen Ogunsola (Impact85's MD) will be in
London from November 10 to November 13,
2007.
10 November 2007 You can reach Taj on
+4497907735758
Tajudeen Ogunsola
will be in London for
four days. Please be
advised.
10th
November
2007
Confirmation of Offer
date
Confirm with Costain West Africa the offer
opening date on the Nigeria Stock Exchange. Book
press conferences and release PR and outdoor
media for the offer dates.
10th
November
2007
Campaign Evaluation Review all press and outdoor media plans to
ensure they align with the client's NSE dates. Send
a media tear sheet for approval before making
payments to media houses.
14th
November
2007
Impact85 MD is
away
Tajudeen Ogunsola is out of the office on a
visit to Sierra Leone.
For the attention of
stakeholders
involved with the

12. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
Costain West Africa,
the named person is
away for two days
and returns on 16
November 2007
CEO interview with
selected media
Confirm with CEO's PA if they will conduct a media
interview to provide the investing public with
information on their career, background, and
management.
16th
November
2007
The TV PR coverage The TV PR coverage times are set and cannot
be changed. We can explore the possibility of
partnering with a TV network at the pre,
offer, and post-offer stages of the PR
strategy. We can negotiate value-for-money
coverage for the client and secure bookings
with TV channels for interviews with Costain
West Africa.
19th
November
2007
Media Coverage
TV Stations Channels
TV NTA Network AIT
NTA Network (New
Dawn with Funmi)
Report to the client on press enquiries, media
coverage, and other press releases. Below is a list
of selected media partners we believe will help us
achieve our objective during each stage of the
public offer. Channels TV (Business Morning,
10.30 AM), NTA Network (AM Express, 8 AM), AIT
(Kakaaki 8 AM), NTA Network (New Dawn with
Funmi, 10.30 AM).
Impact85 will
prepare a television
promo to display
Costain West Africa's
brand awareness
campaign to air on
these TV stations as
part of the
negotiations.
Locations Kristal Laurel Building, Maryland, Ikeja Ahmadu
Bello Way, VI
AIT Road, Alagbado, NTA, Tejuoso, Yaba
Target Reach Lagos, Abuja, DSTV Pan-Nigeria,
DSTV
Pan-Nigeria, DSTV, New York, Atlanta Pan-Nigeria,
DSTV
Objective
Provides an excellent
platform to educate
the public during the
offer period.
19th
November
2007
Media Planning
Execution
We have purchased online media space with
newspapers, ProShare, and African magazines.
Online ads

13. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
All online media will
commence from this
date
20th
November
2007
6th
December
2007
Official Opening by
President of Nigeria &
Kano State Governor
of the Kano
Construction Project
The President of Nigeria will announce the official
opening of the construction project that Costain
West Africa has been working on for five years in
Kano.
Refer to the client for
more information
regarding the
agency’s involvement
on this event.
11th
December
2007
Launch Party Prepare a presentation and campaign for the
launch party, and invite all press members and
clients, including the group holding company's
client list. Invite the British High Commission to
Nigeria, Embassy of the People's Republic of China
to Nigeria, Director-General of NSE, Director
General of SEC, Issuing Houses, Investment Banks,
Bankers, targeted Managing Directors of
Corporate Nigeria, and 2 Ministers from the
Federal Republic of Nigeria. Include special
parking badges with invitations for government
officials, NSE, SEC, and Issuing House MDs. Plan
for how stakeholder groups will be involved in the
ongoing evaluation and review of the strategy.
Arrange for measuring performance over the
lifetime of the strategy and reviewing the strategic
objectives. Develop action plans to maintain
progress against key performance results and take
corrective action when necessary. Gather and use
innovation and learning (internal and external) to
inform the strategy.
Day of Costain Event Arrange for a first-class chef, British, French, and
Spanish wines, including Champagne. Provide
tight security for high-profile guests. Ensure the
client networks with all guests attending the
launch.
The Civic Centre the
Grand Banquet Hall
Ozumbe Mbadiwe
Road, Victoria Island
Lagos.

14. Impact85 Marketing & Communications The dates for the public offer program and Investors forum will depend on when the offer opens. IPO/SEC/NSE 2007/8
18th
December
2007
Evaluation, learning
and review
Arrange for stakeholders to be involved in
measuring progress and reviewing the strategic
objectives.
1st
January 2008 Post IPO Project After the IPO and all Marketing, Advertising and
Public Relation campaigns end, the Agency
(Impact85 Marketing & Communication) will send
the evaluation report to the Client (Costain West
Africa) based on the strategy use and marketing
mix outcome.