Costain Pre and Post IPO Communications Strategy

Enhancing Brand Perception and Driving Investor Interest:
Pre and Post IPO Communications
Plan for Costain West Africa Plc
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
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.
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 Impact85 should organize a media
market potential briefing for local journalists
Impact85 MD Conduct the media team briefing Provide refreshments and food
Costain West Africa Discuss company history and Discuss need for raising capital for
commitment to the local market 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.
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.
Date Tasks Action Comments
21st October 2007 Nigeria Media Team Provide refreshment and food, Impact85 Discuss Costain West
Local journalist within managing director to conduct the media Africa’s history in Nigeria
Nigeria team briefing and their commitment to
invest in the local market
Impact85 should hold hence their need for raise
a media briefing for capital to improve on
local journalists to equipment’s, technology,
report on Costain and human resources to
West Africa's market change the way we build
potential during the and develop housing and
pre-offer, opening, office structures.
and posting-offer
campaign.
22nd October 2007 Meet with Costain WA The agency should inform the client about Update the client on the
Management the meeting outcome and explain the outcome of our meeting
perception challenges regarding Costain and the importance of
W.A. being transparent with the
media about any perception
issues surrounding Costain
West Africa.
rd
23 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 Hold a discussion to identify areas for
the creative campaign improvement in the campaign's first
to the client. impression and take notes.
Radio Ad The target audience is Nigerian investors
24th October 2007 Forward the prototype The goal is to ensure that the agency
radio ad for Costain. meets the client's brief requirements. The
objective is to learn from feedback and
amend the radio ad to improve the client's
confidence in our marketing efforts for
their brand.
25th October 2007 Media Plan/Media Forward the client our proposed media
Buying Strategy 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 Contact Business in Africa, New Africa, African Costain West Africa's
African media Business, Trader, African Investors. 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 Invite expressions of
with content including About Us, Sectors, News, interest from African
Careers, Home, and Contact. Include media publications and
relations, corporate publications & events, design creative
branding, and internal communications. advertising concepts
to reach this target
audience. Invite
expressions of
interest from African
publications and
design creative
advertising concepts
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 Research how other IPOs use online channels to
Development 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 Costain West Africa
West Africa to send to the agency. The needs to do more to
presentation will cover an overview of the increase its market
company, investment highlights, market value across Africa
overview, financial summary, management and Nigeria, where it
structure, and public offer details. plans to go to
market (Public Offer)
1st November Presentation Design and edit the presentation for Costain
2007 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 Select a range of
align with Costain West Africa's objectives. Our publications for
focus is to inform and persuade the media about editorial coverage.
the organisation's investment potential. Provide Before its formation,
all materials and information to help the media communications
effectively cover the topic. were separate from
corporate
challenges.
2nd November 1st Media Roadshow The management team will meet with the media Costain West
2007 Lagos at the first Media Forum in Lagos to clarify the Africa for the local
company's public offer. Impact85 will prepare media to use for
background information on Costain West Africa their press articles
for the local media to use in their articles.
3rd November Phil Wharton MD/CEO The Costain West Africa team will present the
2007 Costain West Africa 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.
5th November Measure PR Output Monitor public relations performance to amend
2007 accordingly.
6th November Executing Use a corporate approach to marketing and

2007 Communications branding to improve cross-service communication
and performance before the pre-offer officially
opens
Stories Begin in The Prepare a campaign strategy and develop an
Press About Costain investor relations strategy using persuasion
West Africa 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 Encouragement and To build media confidence in Costain, arrange for
2007 Engagement 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.
Phil Wharton Phil Wharton is out of the office until Monday, He is on a business
November 12, 2007, so do not plan anything trip. Plan the
involving him for the PO. 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 Radio Hypes with Obabolujo's program StockWatch on Star FM has
2007 Obabolujo 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 Editorial Partnership Discuss offer endorsement with Obabolujo and
2007 negotiate terms. Prepare endorsement contracts
and confidential release forms
Impact85's Managing Tajudeen Ogunsola (Impact85's MD) will be in Tajudeen Ogunsola
Director is away. London from November 10 to November 13, will be in London for
2007. four days. Please be
advised.
10 November 2007 You can reach Taj on
+4497907735758
10th November Confirmation of Offer Confirm with Costain West Africa the offer
2007 date opening date on the Nigeria Stock Exchange. Book
press conferences and release PR and outdoor
media for the offer dates.
10th November Campaign Evaluation Review all press and outdoor media plans to
2007 ensure they align with the client's NSE dates. Send
a media tear sheet for approval before making
payments to media houses.
14th November Impact85 MD is Tajudeen Ogunsola is out of the office on a For the attention of
2007 away visit to Sierra Leone. stakeholders
involved with the
Costain West Africa,
the named person is
away for two days
and returns on 16
November 2007
CEO interview with Confirm with CEO's PA if they will conduct a media
selected media interview to provide the investing public with

information on their career, background, and
management.
16th November The TV PR coverage The TV PR coverage times are set and cannot
2007 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 Media Coverage Report to the client on press enquiries, media Impact85 will
2007 TV Stations Channels coverage, and other press releases. Below is a list prepare a television
TV NTA Network AIT of selected media partners we believe will help us promo to display
NTA Network (New achieve our objective during each stage of the Costain West Africa's
Dawn with Funmi) public offer. Channels TV (Business Morning, brand awareness
10.30 AM), NTA Network (AM Express, 8 AM), AIT campaign to air on
(Kakaaki 8 AM), NTA Network (New Dawn with these TV stations as
Funmi, 10.30 AM). part of the
negotiations.
Locations Kristal Laurel Building, Maryland, Ikeja Ahmadu Objective
Bello Way, VI Provides an excellent
AIT Road, Alagbado, NTA, Tejuoso, Yaba platform to educate
Target Reach Lagos, Abuja, DSTV Pan-Nigeria, the public during the
DSTV offer period.
Pan-Nigeria, DSTV, New York, Atlanta Pan-Nigeria,
DSTV
19th November Media Planning We have purchased online media space with Online ads
2007 Execution newspapers, ProShare, and African magazines.
All online media will
commence from this
date
20th November
2007
6th December Official Opening by The President of Nigeria will announce the official Refer to the client for
2007 President of Nigeria & opening of the construction project that Costain more information
Kano State Governor West Africa has been working on for five years in regarding the
of the Kano Kano. agency’s involvement
Construction Project on this event.
11th December Launch Party Prepare a presentation and campaign for the
2007 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 The Civic Centre the
Spanish wines, including Champagne. Provide Grand Banquet Hall
tight security for high-profile guests. Ensure the Ozumbe Mbadiwe
client networks with all guests attending the Road, Victoria Island
launch. Lagos.
18th December Evaluation, learning Arrange for stakeholders to be involved in
2007 and review 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.

Costain Pre and Post IPO Communications Strategy

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Enhancing Brand Perception and Driving Investor Interest:

Pre and Post IPO Communications

Plan for Costain West Africa Plc

1ST October – 31 January 2007/8

Corporate/Service Policy Considerations

Legal and Risk Management Issues

Contact 018509141/08085322001; PR Managers are Temitope Ajayi (08085322002)

Costain West Africa Plc - IPO

As a communication firm, we understand the importance of effectively communicating with

Team Members Responsibilities Details

Radio Ad The target audience is Nigerian investors

Date Tasks Action Comments

6th November Executing Use a corporate approach to marketing and

selected media interview to provide the investing public with

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