CAPABILITY STATEMENT

brand-one.com.au

OUR DIFFERENCE IS IN OUR CAPABILITY IN MAXIMISING THE VALUE OF BRANDS IN THE MARKET AND BUILDING THE INTERNAL CAPABILITIES TO MEET THE BRAND POSITION AND BUSINESS OBJECTIVES. MARKETING CONSULTANCY_ BRAND SPECIALISTS_ FULL SERVICE AGENCY_

CONTENTS PAGE

01 _ ABOUT BRAND ONE 02 _ OUR VALUES 03 _ THE WAY WE WORK 04 _ AN INTEGRATED APPROACH 05 _ CORE SERVICES 09 _ INDUSTRY EXPERIENCE 10 _ COMPANIES WE HAVE WORKED WITH 12 _ CASE STUDIES 18 _ TESTIMONIALS 20 _ CONTACT DETAILS

ABOUT BRAND ONE Brand One offers marketing and communication solutions. Our difference is in our capacity to deliver strategic brands to the market whilst building the supporting culture and internal capabilities to meet the brand promise and business objectives. As brand specialists and marketing consultants, we work with our clients to ensure the delivery of the business objectives through commercially focused marketing and communications strategies. Backed by a full service traditional and digital agency, Brand One offers integrated services to deliver on the strategies required for our clients. Brand One works internally and externally with organisations building long term brand integrity and equity that contributes to the business and share value. In everything we do, we add value by taking a long term approach focusing on delivering tangible results for the business.

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OUR VALUES Brand One’s values are the foundation upon which we operate every day.

VALUES THAT GUIDE US: WE ARE PROFESSIONAL _ We are professional in every aspect of our business _ We act with honesty and integrity _ We treat our world and our people with respect. WE PARTNER WITH OUR CLIENTS _ We aspire to work with our clients as long term partners _ We earn and reciprocate trust _ We seek to work together with our partners to achieve practical outcomes. WE THINK _ We always think strategically, believing in long term solutions _ We are conservative in our approach, ensuring solid foundations for decisions _ We think outside the square and dare to be different _ We are constantly improving. WE ARE DEDICATED _ We are hardworking _ We are committed to delivering value and showing a return on investment _ We like to exceed expectations.

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THE WAY WE WORK We earn the right to be your partner of choice. We work with our clients as partners in their businesses to achieve the delivery of outcomes on time and on budget. For every project, we ensure that we clearly understand the brief and its context within the overall business strategy. Our strength is our ability to work strategically with our clients, providing integrated and accountable marketing services. _ Business Understanding: We work with key stakeholders to understand the business direction and requirements _ Market Insight: We use research, knowledge and our expertise as a base for strategies, initiating market research and interviews as required _ Planning: We will develop an integrated sales and marketing plan gaining input from across the business utilising workshops as required. We deliver actionable plans with detailed calendars, budgets, timeframes, accountabilities and benchmarks _ Execution: We will execute the agreed plan, delivering a comprehensive set of initiatives to achieve the business objectives _ Accountability: We believe in accountable marketing, measuring against targets and providing recommendations as we work together with our clients ensure the continuous delivery of value. We bring to the table a depth of global marketing experience in a range of industries and environments. Our experienced team have worked in over 20 industry segments and with some of the best known brands in the State and internationally. Our brand building and deployment experience extends across more than 35 countries with teams from 1 to 16,000+ people.

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AN INTEGRATED APPROACH BRAND ONE IS UNIQUE IN ITS ABILITY TO DELIVER AN INTEGRATED APPROACH TO CORPORATE MARKETING. We work holistically optimising the whole of the communications mix. _ Externally with the market, building market position and leveraging this to deliver business objectives _ Internally with teams, systems and processes, building the internal environment and capabilities to deliver the brand promise.

business strategy

external brand brand identity marketing advertising public relations

internal brand

MARKETING & COMMUNICATIONS STRATEGY

The internal and external brands must be aligned to deliver the business strategy

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mission & vision values people & culture systems & processes

CORE SERVICES We offer full agency services underpinned by the capability to strategically manage an integrated communications mix. We build strategies that take businesses and their brands to the next level and in every project we do, we take a long term perspective to ensure the delivery of the broader business objectives. As a Marketing Consultancy and Full Service Agency, Brand One offers integrated services including:

marketing strategy corporate communications

market research

public relations

employer branding

recruitment marketing

MARKETING & COMMUNICATIONS STRATEGY

events & promotions

sales & business collateral

branding

digital strategy

websites

advertising & media

Successful marketing is both internal and external, with the internal frameworks supporting the delivery of authentic and sustainable branding.

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CORE SERVICES TM SALES & MARKETING STRATEGY

BRANDING & CORPORATE IDENTITY

ADVERTISING & MEDIA

We believe that marketing strategies must be aligned to the business strategy.

We will work with you to understand your business and deliver a corporate identity that will strategically position the business and its services in the marketplace.

With a clear understanding of the business objectives and target market, we will build strategically focused advertising campaigns using the optimum mix of media to deliver results.

We believe in building long term brand equity and shareholder value.

We will leverage our production experience to deliver the best campaigns and buying capabilities to ensure best media pricing.

We are committed to creating a strategic, competitive advantage by building pragmatic and commercially focused strategies. Our plans have clear and accountable calendars of activities and budgets.

MARKET RESEARCH & FEASIBILITY STUDIES Our services cover both quantitative and qualitative research executed across a number of mediums. We believe in the power of information as the foundation for solid strategies and decisions.

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PUBLIC AND MEDIA RELATIONS We leverage our experience and relationships across industry, investor and consumer media to deliver key messages to the market. We help build strategies that focus on maximising shareholder value and establishing market confidence when positioning for IPO.

PRODUCTION OF MARKETING COLLATERAL

EMPLOYER & RECRUITMENT MARKETING

Brand One has extensive publication and production experience in design, copywriting and print management across a diverse range of mediums including annual reports, brochures, signage and sales collateral.

Our strategies reflect the holistic belief that effective brand strategies need to be engaged internally for brand integrity.

Retention: We launch targeted recruitment strategies to build workforces.

@ WEBSITE DEVELOPMENT DIGITAL STRATEGIES We build strategic digital plans leveraging the cost effective web and online mediums including SEO (search engine optimisation), SEM (search engine marketing), social media and advertising.

This has clear advantages in providing clarity and direction to teams and helping build an effective employer brand for both retention and recruitment.

As marketing strategists, we focus our development on the business objectives, targeted audience and key messages.

Recruitment: We deploy an effective mix of communications to build culturally aligned workforces engaged in the organisation’s values.

We scope websites with clear navigation, taking the user through a sales journey that leads to a call to action.

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OIL & GASPROPERTY

SERVICES

HEALTH

OIL & GASPROPERTY

POWER

RETAIL

MANUFACTURING GOVERNMENT

INFRASTRUCTURE

RESOURCES MINING FMOG AGRICULTURE

UTILITIES EDUCATION

HEALTH

MANUFACTURING GOVERNMENT

INFRASTRUCTURE

FMOGAGRICULTURE

UTILITIES EDUCATION RESOURCES MINING

POWER

RETAIL

SERVICES

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Our experience spans across all continents in both the B2B and B2C sectors.

The Brand One team provides each client and project with an appropriate mix of skills, experience and market knowledge. With the strength of our experience behind us and with a clear understanding of your business objectives and target market, we will build strategies to deliver results. Our experienced team have worked across a broad range of industry segments including: _ Mining

_ Oil & Gas _ Property

_ Government

_ Manufacturing & Industrial _ FMCG & Retail

_ Financial and Professional Services _ Media

_ Agriculture

_ Institutional & Not-for-Profit.

HEALTH

OIL & GASPROPERTY

The team at Brand One have worked with businesses of all sizes both locally and globally, across a diverse range of industries.

UTILITIES EDUCATION RESOURCES MINING

POWER FMOGAGRICULTURE

EXPERIENCE

RETAIL

INFRASTRUCTURE

UTILITIES EDUCATION

RESOURCES MINING FMOG AGRICULTURE

INFRASTRUCTURE

POWER INDUSTRY

SERVICES

MANUFACTURING GOVERNMENT

RETAIL

OIL & GASPROPERTY

MANUFACTURING GOVERNMENT

SERVICES

HEALTH 9

FMOGAGRICULTURE

UTILITIES EDUCATION RESOURCES MINING

POWER

COMPANIES WE HAVE WORKED WITH

SERVICES

IBM Australia Capra Group Fleetcare iiNet Oyxgen Corporate Shape Executive

AGRICULTURE

Agrimaster - Financial Software Department of Agriculture Harvey Beef

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FMCG / RETAIL

Allied Domecq The Burton Group (UK) Bunbury & Busselton Air Coles/Myer MetCash, Action Diageo Danish Patisserie Hallmark Cards Hans Cafe Huhtamaki Oyi IKEA Swift & Moore Lion Nathan / Swan Brewery Think National Unilever Woolworths

HEALTH

OIL & GASPROPERTY

RETAIL

INFRASTRUCTURE

UTILITIES EDUCATION

RESOURCES MINING FMOG AGRICULTURE

INFRASTRUCTURE

POWER

SERVICES

MANUFACTURING GOVERNMENT

RETAIL

OIL & GASPROPERTY

MANUFACTURING GOVERNMENT

SERVICES

MANUFACTURING & INDUSTRIAL

Armani Windows BullAnt Security CNC Machinery Express Powder Coating Huhtamaki (Finland and Australia) Remastone Volvo Westco

HEALTH

OIL & GASPROPERTY

HEALTH

UTILITIES EDUCATION RESOURCES MINING

NRW Action Drill & Blast Barminco Bristish Gas Chevron Runge CNC Machinery Fusion Kinetic Australia Perna Engineering Seaforce

POWER FMOGAGRICULTURE

Affordable Living Homes Allegro Realty Broadway Homes BGC Diploma Group Exclusive Residence Freelife Homes Grandwood Ideal Homes Integrity Builders Lease Equity Property Managers Mirvac (WA) PRM Peet Premiere Homes Roe Builders Saville Australia Seacrest Homes Scope DPM Stockland Visionaire Group Zorzi Builders

RESOURCE & ENGINEERING

RETAIL

INFRASTRUCTURE

PROPERTY

UTILITIES EDUCATION

RESOURCES MINING FMOG AGRICULTURE

INFRASTRUCTURE

POWER

SERVICES

MANUFACTURING GOVERNMENT

RETAIL

OIL & GASPROPERTY

MANUFACTURING GOVERNMENT

SERVICES

GOVERNMENT & INSTITUTIONAL

Access Housing Chamber of Commerce and Industries WA City of Mandurah Curtin University Ear Science Institute of Australia Murdoch University Landgate Landcorp PathWest (Department of Health) Police & Nurses State Library of WA (Better Beginnings) Synergy The Samaritans Crisis Line

HEALTH 11

CASE STUDY ONE

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MANUFACTURING COMPANY – FMCG _GLOBAL BRANDING, MERGER & ACQUISITIONS SCOPE The company is a global organisation operating in over 30 countries and with 70+ sites, 16,000+ employees. CRITICAL ISSUES The company had gone through an aggressive and deliberate global strategy of 100+ acquisitions and mergers. There were multiple brands and mixed identities and cultures. Potentially, the employees could have been in a state of uncertainly and the market and clients unclear as to the new market position or capabilities. OBJECTIVES To build the company as one cohesive and united business with a clear and consistent market position, leveraging its new global capabilities to become a true international business partner. Maintain stability in the workforce and client base. PROCESS A staged approached was taken. Corporate Vision & Mission + Employer Brand + Internal Capabilities = Global Brand & Marketing Strategy + 3 Year Deployment Plan 1. Established business direction (aligned to business strategy) 2. Gap study and requirements analysis 3. Three year staged deployment plan – each year as the internal capabilities were built, the message to market was aligned 4. Integrated marketing strategy and HR plan to address: _ Employer brand development and employee engagement into the newly defined culture and values _ Built internal capabilities backed with processes and systems: CRM, intra/extra/ internet, collaboration tools, communications platforms, HR systems, QA systems, etc _ Stakeholder communications, PR and media campaign. RESULT _ As the capabilities of the business grew, the marketing messages were aligned _ The business was in a position to deliver on its brand promise _ The reputation maintained and developed _ The people contributed to the success and were authentically aligned _ Three Year Sales & Marketing Plan + New Global Brand Identity + Engaged Culture & Values.

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CASE STUDY TWO

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MINING COMPANY - RESOURCE SECTOR _BRAND REPOSITIONING GLOBALLY, PREPARATION FOR IPO SCOPE The client is a clear market leader in Australia. Business strategy was to grow globally in strategically targeted continents. Company was going to IPO. CRITICAL ISSUES The brand identity was dated. Market perception mixed. Media and investor market relations not developed. Vision, mission and company values not articulated. Ad hoc marketing and communications externally and internally. OBJECTIVES To develop an integrated Marketing & Communications Strategy annually to achieve the targeted growth strategy globally and prepare for public listing with an optimised market perception. PROCESS Consolidated Brand Identity + Integrated Marketing & Communications Strategy = Market Penetration + Engaged Culture & Values + Share Equity Backed by a full suite of sales & marketing collateral + style guide + media plan + new website and online strategy addressing both the external and internal audiences. RESULT Brand clarity. Shift in market perception. Clear global positioning. Clarity of culture providing the ability to recruit to culture and clear behavioural guidelines.

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CASE STUDY THREE

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STATE GOVERNMENT AND CORPORATE SPONSOR _PROGRAM BRAND AWARENESS AND COMMUNITY ENGAGEMENT SCOPE State Government initiative, backed by major corporate sponsorship launched a major state-wide program to improve long term literacy rates. Multiple stakeholders in state and local government, sponsors, communities and schools. Target audience is state-wide parents, grandparents and carers. CRITICAL ISSUES Success of the program depended on the engagement a diverse group of stakeholders with different agendas and objectives. There was a need to demonstrate results to maintain budgets and sponsorships. The overarching issue is poor literacy levels in the state. OBJECTIVES To reach 85,000 families per year and extend the program to different product areas. Build clarity and consistency in the brand positioning and key messages. Extend awareness of the program to targeted audiences. Increase participation and engagement. Build positive perceptions and support for the program, its sponsors and the Government. PROCESS A comprehensive strategy development process was undertaken with a cross section of stakeholders to formulate a marketing plan to achieve the program’s objective across the state. Stakeholder Engagement + Marketing Strategy + Consumer Campaign = Clear Brand Position + Increased Awareness + Program Uptake A low cost and high return strategy was deployed. The campaign was launched through a major community event, backed by social media and PR. A new website, tools and collateral were built to help promote and educate the community. This was backed by local promotions, targeted PR and advertising. RESULT Successful launch, excellent feedback from stakeholders and sponsors. Program awareness and uptake increased, brand clearly repositioned with clear messages to the community. This all supports the overarching objective of the program which is to improve the level of literacy in the community and increase perception on the value of the program at a community level.

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TESTIMONIALS INTERNAL CORPORATE IDENTITY & CULTURAL DEVELOPMENT - RETAIL / MANUFACTURING

FULL AGENCY SERVICES - MINING & RESOURCES

“After over 100 acquisitions, mergers and divestments, Huhtamaki needed to redefine its brand identity to communicate globally with one voice. Maryanne Fernando was an integral part of the team in building the new identity and launching it both externally and internally. Internally, building the company’s new internal culture - our vision and our values, engaging over 16,000 employees across 36 countries. Externally, she was also a part of the same team in repositioning our new company across international markets. With her strategic vision, coupled with her hands on approach, Maryanne brought to our global team both brilliant ideas as well as pragmatic understanding of what works.”

“Brand One have been a valuable support to Barminco in the establishment of a coordinated understanding of our value proposition and the marketing message and material that supports this. Their reliability and willingness to ‘go the extra yard’ has enabled us to achieve great outcomes within very tight timeframes.”

Katariina Hietaranta, Marketing & Development Director Huhtamaki Finland.

Neil Warburton, Former CEO - Barminco

BRAND TRANSITION & BUSINESS DEVELOPMENT - MINING SERVICES “I have had some very positive remarks concerning our corporate image, including the website, business cards, colour themes on the stationary and our Oil Purification trailer. I am sure that this great response and the image that we portray is one of a professional and trustworthy company and affect the business we are now able to generate. This has been achieved to a large part, with you and your team’s guidance and expertise in the marketing field. Working with Brand One was the best thing that we as a company could have done to increase our image and profile to enable us to start on the path of great success. Thank you very much for your time and I am sure that it will not be too long before we come asking for you to take us to the next level”. Richie Ward, Director – Kinetic Australia

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FULL AGENCY SERVICES - PROPERTY “During the past years I have come to rely and trust Brand One and in particular you, for your candid and direct approach to handling me as a client and our business in terms of a strategy to build a strong brand as a boutique custom builder. With several personalities in our business and varying strategies you have maintained at all times a very professional, creative and practical approach to every task and request that has been asked of you. Your proactive ability to adapt and scale your business up and down as the task and budget requires, is, I believe a real skill and something every business would find extremely valuable, especially in these challenging economic times. I would have no hesitation in recommending Brand One and in particular, you as a, ‘one stop’ marketing professional for any business. Thank you again and I look forward to continuing to work with you in the future.” David Reynolds, Former Director – Exclusive Residence & Business Development Manager – Zorzi Builders

FULL AGENCY SERVICES - NOT FOR PROFIT “The Samaritans Crisis Line selected One as they were the only organisation who took the time to research what we do and tailor their services specifically to us and their genuine interest in supporting us as a not-for-profit. They have been both patient in their understanding of how our organisation works and have undertaken some quality planning with us before we started on any work so we were very clear about the full range of suggested strategies, their timelines and costs - no hidden costs and no surprises. In all the design, marketing and website work, they have both carefully listened to and interpreted our briefs, as well as coming up with relevant new suggestions and changes. They also take the time to talk to committee members through the rationale and thinking behind their suggestions so everyone understands and supports the changes. I have recommended them to another not-for-profit organisation, which have also engaged them, and would be happy to recommend them again.” Justine Colyer, Former Director Samaritans Crisis Line.

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CONTACT DETAILS

Brand One Suite 4, 254 Rokeby Road Subiaco WA 6008 PO Box 2067 Subiaco WA 6904 T +61 (0)8 9225 5000 F +61 (0)8 9381 8990 E [email protected] W brand-one.com.au