Most of the credit goes to the wonderful Nick Smith. A Client of ours, was launching a FMCG, The Client being from Perth, West Australia want to Launch to Australia-Wide with the goal of being under $1,000,000 to stay competitive against brands such as Carmens and Uncle Tobys

1. The Trees and the Forests
For Anskos.
By Nick Smith & Ullash Tiwari
28.06.13

2. We are...
Strategic consultants for advertising, marketing, brand, business and communications
in a digital world.
Change is the only constant; everything we do is about change.
It’s not just about technology and media. It’s also about people. What people are
doing, how they’re doing it and why.
We help clients make sense of what’s going on, so they can work with it and benefit
from it.
And there are some interesting things happening.

3. What we do...
We create strategies and align clients with the expertise, resources and technologies that make them actionable.

4. Content Strategy
Stage Reason For Communicating Suggested Tactics
1 Awareness A New Market Entrant
Quality Of Ingredients
“Try Us”
“The Brand Endorsed by Mel B”
The BIG Idea
EDM = Video, Website, Social
Web = Conversion Landing Page
Media = CPM, Free Sample @ IGA
Drive to store
Sampling, Promotions, Social Push
2 Affirm Value-Prop Now a true market alternative
Drive competitor differentiation
Video endorsement, Sponsorship,
Demonstrations, YouTube, FB
3 Forge Trust A trust partner in helping you
meet your goals
Market / product accreditations
Product success stories
Reinforce product attributes
through demonstrations, fact-
sheets, sampling
4 Brand Loyalty Reward valued customers + show
Create exclusive events – VIP
Create desire within the audience
Get customers to talk
Socially share content / posts /
videos /successes.
Value add - valued customers IE
VIP event invitations

5. Path To Long-Term Customer Loyalty
AWARENESS
Build Convey Anskos
differentiation - USP
PPC What is your
strategy = what
position do you want
to own
Optimise Video +
web pages+ content
Brand Position Own
a core proposition –
What is this?
The Proof Give
audiences a reason
to believe – “trial”
AFFIRMVALUE-PROP
Give Audiences A
Reason To Validate
Endorsements,
sponsorships, brand
tone, product
demonstrations, fun
Demonstrate Show
how products are
superior
Announce Tell
everyone where to
buy, create buzz
Talk Talk Talk Blogs,
3rd party editorial,
Social Media =
Showcase Why Buy
Anskos
FORGETRUST
Availability
Product availability
Consistent comms. IE
social campaigns
Technology – Apps to
drive awareness into
product / category
utility
AMM Community
Drive community
connections
Announce
Roll-out of brand –
where Anskos is
available across the
country
BRANDLOYALTY
Reward Show the
value to customers
Money Cant Buy
Exclusive events –
VIP, key calendar
timelines IE Sexpo
Customer Talk
Promotions driving
audiences to talk –
Social Media,
customer posts,
competition sharing
Campaign 1 Tactical Retail Promotion – Drive awareness and offer exclusivity to IGA
Campaign 2 Take The Challenge – Reinforce the products value proposition
Campaign 3 Drive Brand Ambassadors – Expanding the brand exposure into broader channels
Campaign 4 Exclusivity – Money Cant Buy Experience – Socially and In store promotions

6. WA Launch
September to October 2013
Market Strategy:
With limited national media, marketing and advertising budgets, we need think
strategically about to drive optimum return on your marketing investment.
Our suggested strategic role-out would occur across 2 stages:
STAGE 1: WA
With an existing retail distribution channel through IGA, a trial brand and promotional
strategy can be rolled out state-wide through all IGA stores to test messaging and measure
sales and optimise the campaign for a later distribution nationallyy
WA Timing:
Kick Off: September & October 2013
Why 2 Months: Allow sales data to normalise over 2 x monthly sales periods, then average
the sales results, brand recall, intension to purchase and purchase data.

7. National Launch
November 2013+
STAGE 2: NATIONAL (Excluding WA)
With an existing retail distribution channel through IGA, a trial brand and promotional
strategy can be rolled out state-wide through all IGA stores to test messaging and measure
sales and optimise the campaign for a later distribution nationally
National Timing:
Kick Off: November 2013
Why November:
• With the build of the Sydney manufacturing centre to supply states beyond WA, we
recommend that a minimum of 2 months elapses in order to allow time for on-
boarding, manufacturing and distribution.
• We also recommend going to market prior to the summer period – Anskos builds
healthy lives and we wanted to launch pre-summer holidays to help forge habitual
healthy eating. November will also avoid the heavy clutter of the December period.
States: We will need to understand: State-based sales forecasts in order of significance,
distribution contracts and order commitments to each state + the likelihood of IGA
supporting Anskos in-store prior to completing actual state planning.

8. Suggested Tactics
BRAND AMBASSADOR
With ongoing work to further define the brand direction, the strategic placement of Mel B
+ customers as brand ambassadors will become clear – below are some suggested tactics.
Aligning Anskos with
Healthy Aspirational
Opportunities
Create an Anskos Lifestyle
Drive social-sharing.
Customers = Ambassadors


In-store, online, media,
store promotions + media
event = buzz


9. Suggested Tactics
APPS
With a plethora of smart phones out in the market, our recommendation is to firstly
leverage off existing Apps through: Advertising, Product Integration, Brand Social and
Brand Ambassadors.
Then, following detailed scoping, we recommend building a proprietary Anskos app –
themes for development could includee: The value health foods, body tracking, menu
generators, diet and exercise programs
Leverage off IGA’s existing

Bar code scanning, super
market mix and match


10. Suggested Tactics
IGA RETAIL PROMOTION
As IGA is your largest distribution network, heavy co-marketing programs between IGA
and Anskos will leverage your highest sales.
Supermarket Cash Register
Videos – 15 Seconds
Co-branded promotions to
drive in-store traffic + buzz

Docket Promotions

Co-branded sales
promotions – In-store
Volume
Bundled Offers
Launch Offers
Shelf, Isle and Register
Signage, Cut-outs, Flyers,
Wobblers, Floor Decals




11. Suggested Tactics
FACEBOOK ADVERTISING + ONGOING AUDIENCE ENGAGEMENT & COMMUNITY BUILD
PAGE SETUP
Video Feeds
Page Setup: Banner, Medium Rectangle, Titles and Copy
Design Monthly Promotional Tiles and Banner

12. Suggested Tactics
FACEBOOK ADVERTISING + ONGOING AUDIENCE ENGAGEMENT & COMMUNITY BUILD
ONGOING AUDIENCE ENGAGEMENT
Managing contents, comments, likes, followers
Manage promotions and posting, fan responses
Contextually placed ad units – ad inventory
served based on performance

13. Suggested Tactics
EDITORIAL CONTENT (MAG + ONLINE), ADVERTISING + VIDEO PRE-ROLL – 30 SECONDS
Paying for Editorial and Media can offset
the production fees for video production.
Editorial will drive authority and help to
position Anskos as the leader in healthy
living
Branded videos that is served as a pre-roll
before media content, media news.
Video can also be used across:
- Social Channels
- Youtube
- Instore
- Video Email

14. National Planning
September 2013 to February 2014
Timing Where Web +
SEO
Brand
Ambass
App IGA
Promo
FB
Media
FB Page Media
Display
Media
PR
Media
Pre-Roll
Video
Samples Outdoor
Channel Online All Mobile Store Online Online Print &
Online
Print &
Online
Online Store &
Street
Transit
Sept
2013
WA FB +
Stores
Store +
On/Off
Copy +
Ads
$ +
Rebate +
Promo +
Pre-Roll
Editor +
Promo +
Fans
Store
Oct
2013
WA FB +
Stores
Online Copy +
Ads
Editor +
Promo +
Fans
Nov
2013
National
- WA
FB +
Stores
Store +
On/Off
Copy +
Ads
$ +
Rebate +
Promo +
Pre-Roll
Likes
Fans
Editor +
Promo +
Fans
Package +
Copy
Package Copy +
ROS
Store +
Street
Bus
Stops +
Bus
Dec
2013
National
- WA
FB +
Stores
Online Copy +
Ads
Editor +
Promo +
Fans
ROS Store Bus
Stops +
Bus
Jan
2014
National
- WA
FB +
Stores
Online Copy +
Ads
Editor +
Promo +
Fans
Feb
2014
National
- WA
FB +
Stores
Online Copy +
Ads …
Editor +
Promo +
Fans

15. Allocation of Funds
Brand Strategy $XX,000
Facebook Set-up: Define content map, positioning and scheduling, design
banners, upload content, edits and pots, reporting and refining – 12 months
$XX,000
Facebook Media: Buy per month across 12 months $XX,000
Facebook Plugin: Social Feeds, Social Postings, Follow $XX,000
PPC: Drive preferential traffic to organic listed site + gives immediate page 1
positioning across 12 months
$XX,000
Website: Building campaign landing page including banner design, copy, mobile
optimised, collect data, push to social
$XX,000
Sponsorships: Health, Celebrity Chefs, Yoga By The Sea, Boxing, Night Running,
Obstacle Course Running, Tough Challenges – 100% Ownership
$XXX,000
Prize: Significant prize – retail support, get market cut through, collect data $XX,000
IGA Retail Promotion: In-store video, isle promotions, signage, promotional staff,
EDMs,
$XXX,000
Sampling: Instore and mass transit areas – 3 x major metros $XX,000
Media: Print, Online, Editorial, Promotions, Social + Offset Video Production $XX,000
Account Management: Manage launch campaign including: Content,
Production, Report, Optimise, Sign-Off, Write, Source, Briefing – launch period
$XX,000
$XXX,XXX

16. While we’re relatively new, our clients already include, Salesforce, Community First Credit Union, Telstra and
PointPal. Our individual team members also have considerable experience on other brands, and we’ve included some
of their logos above. Detailed case studies, a portfolio of work or briefings for individual team members experience
on any of these brands is available on request.
Many of our team members projects have won, or been a finalist in, awards including APMA, ADMA, AIMIA, the Asia
Pacific Advertising Festival, the LACP in Los Angeles and W3 in New York.
Our experience...

17. Thank you...
Nick@thetreesandtheforests.com.au
Ullash@thetreesandtheforests.com.au