1. Prepared by Red Door Communications June 2014 Optrafair 2015 PR Proposal Presentation to Optician Magazine and the Federation of Manufacturing Opticians (FMO)

2. PRESENTATION OVERVIEW Introduction to Red Door Communications Background and Brief Considerations and Implications Insights PR Approach Programme Recommendation Timeline Budget

3. YOUR TEAM Julia Harries, Co-Founder and Head of Consumer Health Vicky Lygoe, Account Director Grace Zhao, Account Manager

4. Our Team’s Relevant Experience In Eye Health In Publishing In Event Promotion

5. BACKGROUND & PR OBJECTIVE Background Optrafair London launched this year at Olympia National, complementing the already established Optrafair Birmingham which has run every other year since the early 1980s The next Optrafair runs in Birmingham in April 2015 A new competitor event, 100% Optical launched this February with strong marketing support and will be in direct competition with Optrafair 2015 PR Objective Raise profile of Optrafair to multiple audiences – Generate publicity for exhibitors and brands – Create a buzz Position Optrafair as a one-stop-shop for all things optical Position Optrafair as a brand

6. What do we know about Optrafair – SWOT Analysis Largest UK exhibition and educational conference Established heritage FMO and Optician provide gravitas Awards Ceremony Annual Event in two key regions Largest UK exhibition and educational conference Established heritage FMO and Optician provide gravitas Awards Ceremony Annual Event in two key regions Dated perception Lack of innovation year on year – particularly fashion/frames Venue Annual event in two key regions – Optrafair not viewed as brand Short timeframe to change audience behaviour and mindset Dated perception Lack of innovation year on year – particularly fashion/frames Venue Annual event in two key regions – Optrafair not viewed as brand Short timeframe to change audience behaviour and mindset Chance to rebrand/reinvent Create traction with desired/new target audiences Provide added incentive to exhibitors via editorial content in Optician magazine Chance to rebrand/reinvent Create traction with desired/new target audiences Provide added incentive to exhibitors via editorial content in Optician magazine 100percentoptical activity one month prior to Optrafair 2015, in a more desirable venue/location plus attractive exhibitor packages 100percentoptical currently have strong media partnerships Target audience feedback on Optrafair 100percentoptical activity one month prior to Optrafair 2015, in a more desirable venue/location plus attractive exhibitor packages 100percentoptical currently have strong media partnerships Target audience feedback on Optrafair

7. What do attendees look for? “In a conference I look for varied topics, interesting speakers and new, innovation. I want to have fun too. Most importantly though, I want the opportunity to network and discuss new concepts with my peers.” Optometrist Shelly Bansal “As well as the obvious value for money, I look for vibrance, energy, excitement and real opportunities to connect with customers. Constant evolution of ideas is key.” Brand Manager, CLs The Delegate The Exhibitor

8. What do attendees look for?Exhibitors Delegates Ask the Expert Education &Training Networking

9. Key Considerations – What Shaped Our Thinking Brand heritage, values and proposition – The first and still the best Competitor activity and points of differentiation – What can I only get at Optrafair? What’s hot, what’s not… – Future trends – Zeitgeists and gurus Engaging content, increased connectivity – Co-creation, social and digital platforms

10. Two Routes Transformational Route Transformational Route – Content overhaul – Challenges convention and expectation – Pushes boundaries – High risk, high cost and high gain Evolutionary Route Evolutionary Route – Content enhancing – Continuous visibility – Brings delegates and exhibitors along the journey – Lower risk but highly effective

11. Transformational Route

12. TAKING AN EVOLUTIONARY PR APPROACH Stop Optrafair becoming a thing of the past… by making it a portal into the future…

13. PR Support Programme Overview Step 1: Marketing Alignment Meeting Step 2: Populate & Finesse Plan Step 3: Plan Implementation Facilitate marketing meeting to align on 2015 plan Objectives Review of 2014 feedback Brainstorm innovative marketing initiatives that will transform Optrafair 2015 Considering marketing initiatives and innovation ideas for 2015, develop a solid and detailed communications plan for all audiences Commence communication plan

14. Communications Plan Initial Thoughts Exhibitors Delegates What’s New in 2015 Key Success Stories from 2014 – Business Impact Testimonials Delegate Testimonials Fashion Forward – Opinion Leader Piece on future of frame fashion Offer Profile Pieces to each new Exhibitor Back to the future – building on Optrafair’s heritage to shape the future What’s New in 2015 Key Success Stories from 2014 – Business Impact Testimonials Delegate Testimonials Fashion Forward – Opinion Leader Piece on future of frame fashion Offer Profile Pieces to each new Exhibitor Back to the future – building on Optrafair’s heritage to shape the future Exhibitor profiles Education and training programme update Keynote speaker features Show offers Previous delegate success testimonials Exhibitor profiles Education and training programme update Keynote speaker features Show offers Previous delegate success testimonials

15. Keynote speaker suggestions Mary Portas Gok Wan Martin Raymond (futurologist) Paul Bennett (designer, creative director IDEO)

16. How do we communicate? Optrafair 2015 Social Media Newshook/ content ideas generation Direct Mail/ News- letters Exhibitor engage- ment Traditional Press Office

17. Communication Timeline Communication Channel June – AugSept – DecJan – MarApr – May Social MediaWhat do you want to see at Optrafair 2015? All editorial features listed below promoted via Twitter New Exhibitors Spotlight Features Business Impact Keynote Speaker Feature Show Offers Exhibitor Profiling Optrafair Build Up & 2015 Review Success Stories Editorial hook generation (Optician print and Online) New Exhibitor Features Back to the Future Feature Key Success Stories from 2014 Fashion Forward – Opinion Leader Piece on future of frame fashion What’s New in 2015 Business Impact Testimonials New Exhibitor Features Exhibitor Reviews Keynote Speaker Feature Spotlight: CET Build Up Show Overview/Success Stories/Testimonials Digital Showreel* DM/NewslettersKey Success Stories from 2014 Fashion Forward – Opinion Leader Piece on future of frame fashion What’s New in 2015 Business Impact Testimonials Spotlight: Focus on Technology CET Review Spotlight: Focus on Contact Lenses Thank You/Success in Numbers Exhibitor Engagement Back to the Future/What’s New in 2015 Exhibitor Pack/ Digital Showreel* Exhibitor Face to Face Press OfficeExhibitor Reviews Back to the Future Success in Numbers Keynote Speaker Review Back to the Future What’s New in 2015 Show Review

18. Project Management Ongoing management of: – PR List – Press Enquiries – Exhibitor Enquiries

19. Timeline Step 1: Marketing Alignment Meeting Step 2: Populate and Finesse Plan Step 3: Plan Implementation JuneJulyAug - May

20. QUESTIONS & DISCUSSION

21. Introduction to RDC

22. We are part of Creston Health: Creating the right formula for our clients’ success

24. Our USPs stem from our founding ethos of senior consulting

25. ●We are a future-thinking consultancy dedicated to optimising communications between organisations with a health-related brand, service or message and their audiences ●Our diverse team deliver multi-channel solutions, built on insight and a proven track record ●With a track record of innovating, we have stayed ahead of the curve by listening to clients’ needs and finding solutions ●Holders of Investors in People Gold Standard (top 3% of recognised companies) ●Associate member of the ABPI ●Ranked 4th in the PR Week Healthcare League Tables ●Founding member of the Healthcare Communications Association ●Part of The Health Collective Network and the Creston group of marketing services companies RDC is a specialist consultancy dedicated to developing and managing health communications programmes that generate real change

26. Our Current Portfolio of Clients

27. Don’t take our word for it, here is some feedback from a variety of stakeholders I have worked for the last two years with RDC and I have had nothing but success with their innovative ideas and approach to communications. As a client I expect a hundred per cent delivery and commitment on my projects and I get a hundred twenty per cent from the agency. RDC are phenomenal and they are pioneering in their attitude to delivering diverse projects. Suzie Collett Communications Manager, MSD RDC has been working with the World Hepatitis Alliance to support our key global event, World Hepatitis Day, for nearly two years. The RDC team has been absolutely central to our recent success by helping us to develop and create engaging initiatives that have seen the levels of involvement by our member organisations increase year on year – a true marker of our effectiveness and relevance globally. Charles Gore President, World Hepatitis Alliance RDC are a joy to work with. They are professional, forward thinking and know how to communicate effectively to the whole spectrum of NHS audiences. Tim Jones, Pharmaceutical Advisor Very good health agency. Experienced staff who don’t pitch rubbish and know their stuff, and are candid over what they are promoting. They know what they are talking about when they pitch an idea. PR Week Survey, Most Rated Agencies by Journalists (RDC was most highly rated)

28. We build bespoke communications programmes, based on a forensic analysis of our clients’ challenges Multi-channel Media Digital Medical education Consumer engagement Staff communications Change management SOP development Corporate social responsibility Media & message training Crisis protocol development & training Issues management Reputation management Comms strategy Corporate identify & branding Values & philosophy development Stakeholder mapping and development Strategy & planning Issues preparedness External comms Internal comms

29. APPENDICES – Examples of Our Work

30. Red Door Communications for the World Hepatitis Alliance

31. ‘See no evil, hear no evil, speak no evil’, provided a global call to action for all 171 patient group members to unite and recognise World Hepatitis Day ‘Stand out from the crowd’ PR campaign Posters 681 monkeys Film Watch the video here!here

32. PEOPLE WORLDWIDE COMPLETED A GUINNESS WORLD RECORD 4.13m SMS MESSAGES DISTRIBUTED OVER 2012/13 COMMUNICATING VITAL HEALTH MESSAGES TO AREAS OF HIGHEST NEED 13.4m A TWITTER CAMPAIGN REACHING 45 COUNTRIES ENGAGED IN THE TRAVELLING MONKEY CAMPAIGN 1,146,255 YOUTUBE VIDEO VIEWS 5m PAGE VIEWS TO BESPOKE CAMPAIGN MICROSITE 25,003 VISITS TO WORLD HEPATITIS ALIANCE WEBSITE FROM YOUTUBE VIDEO >368m VIA COVERAGE ON GLOBAL / AFRICAN RADIO CHANNELS 26,204 The results smashed all previous campaigns

33. Red Door Communications has supported the BCA for the past 8 years on an extensive healthcare professional and consumer information and education programme to redress the balance of previously, predominantly negative reporting about the effects of coffee and caffeine on health and healthcare professionals’ “knee jerk” recommendation to patients to cut down on coffee drinking. Market research at the beginning and during strategic milestones of the campaign have shown a marked shift in attitudes, and awareness & belief in the campaign messages. Direct to HCP activities have included educational newsletters, accredited features in HCP titles, a comprehensive HCP conference programme and online materials, all underpinned by strong opinion leader support and partnerships with key HCP organisations. Red Door Communications has supported the BCA for the past 8 years on an extensive healthcare professional and consumer information and education programme to redress the balance of previously, predominantly negative reporting about the effects of coffee and caffeine on health and healthcare professionals’ “knee jerk” recommendation to patients to cut down on coffee drinking. Market research at the beginning and during strategic milestones of the campaign have shown a marked shift in attitudes, and awareness & belief in the campaign messages. Direct to HCP activities have included educational newsletters, accredited features in HCP titles, a comprehensive HCP conference programme and online materials, all underpinned by strong opinion leader support and partnerships with key HCP organisations. Red Door Communications for the British Coffee Association

34. Objective: Educate and change the behaviour of consumers to reduce unnecessary visits to GP practices and A&E for minor cold and flu symptoms and encourage the public to self-treat symptoms with support from their pharmacy Strategy: Launch a public health campaign which key stakeholders could unite behind to educate the public on normal duration of colds and flu and provide self-treatment advice Outcomes: 78 items of consumer coverage. Editorial OTS over 400 million Over 300 social media mentions reaching over 500,000 Endorsement from NHS, RCGP, DH and NHS England Campaign logo featured in over 18 print & TV ads for winter health medicines 29% of the population reported awareness of the campaign which shifted behaviour in nearly half of these, who said they now knew when to seek a GP's advice with cold and flu symptoms Voted Best PR Campaign for a Non-Medicine at the OTC Marketing Awards, awarded a Special Commendation at the SMART Awards, GOLD SABRE Award winner, x3 Communique campaign nominations Red Door Communications for the PAGB

35. Red Door Communications for the Pfizer

36. ‘Let’s Talk about GAD’ created a pharmaceutical industry first using augmented reflection technology to generate empathy and understanding Standing out from the crowd in Generalised Anxiety Disorder (GAD) Campaign materialsLive eventDigital leverage Watch the video here! here

37. The YouTube asset served as a central resource to cascade information to the media The impact of life with GAD was depicted in visual form based on the insights of over 100 people living with GAD. Creation of #TalkGAD: 11,627 More than 11,500 YouTube hits Tweets from journalists, patients, healthcare professionals, and celebrities

38. #TALKGAD TWEET REACH >9,00 0 STUDENTS EXPOSED TO AUGMENTED REFLECTION TECHNOLOGY AT LIVE EVENT >2,000 LEAFLETS & CARDS DISTRIBUTED 460 POTENTIAL GAD PATIENTS IDENTIFIED ONSITE >11,500 YOUTUBE HITS 1,906% ABOVE MEDIA TARGET >286m MEDIA COVERAGE REACH 11,269 The results exceeded all targets and expectations

39. Red Door Communications for Astellas Pharma Ltd

40. From making public toilets free to creating inspiring gardens `A Matter of Urgency’ continually innovates and engages to raise awareness of OAB Increasing public awareness and understanding in OAB Hampton Court Flower Show ‘Free to Pee’ eventsMedia

41. A microsite served as a ‘hub’ for information on OAB 9,716 unique visitors 22,580 page views 2,137 downloads of the patient information leaflet Average time on site was 2 minutes 13 seconds Traffic came via: – www.amatterofurgency.co.uk URL - 41.7% – Campaign name - 34.45% of traffic reached the site through entering the campaign name into a search engine – Referral sites - 23.85%

42. Results were measured through market research and IMS data Outputs Outcomes Positive Environment In 18 months 365,050 new patients received treatment for OAB, representing a market growth of 6.8%

43. ●Overview o Type 2 diabetes is often in the news and finding something new to say to media and clinical audiences is a challenge o Working with the Global KEE, Professor Tony Barnett, DJM produced a digital infographic to re-engage key audiences in the area of T2D, through the use of new technologies – and an expert performance by Tony! Re-engaging clinicians with a familiar topic, through an engaging medium Login details for asset available on request

44. ●Overview o Working with ViiV Healthcare, RDC and DJM have produced a series of videos to support the local market launch of Dolutegravir across Europe. The videos have also been used with great success in internal training sessions o Working with KEEs across Europe, the team has been able to transcreate the initial proposal for use with the main European markets, with videos which are in their local language and involve local opinion leaders ‘Explaining the science’ for a healthcare audience Login details for asset available on request

45. JULIA HARRIES A co-founder of Red Door Communications with a 19 year track record in health communications, Julia is recognised for her strong strategic thinking, market insights and creative flair. Julia leads Red Door’s Consumer Health division. Director & Head of Consumer Health Julia’s communications career has seen her lead and implement award winning and step changing campaigns and programmes for a diverse range of clients in the consumer, pharmaceutical and charitable sectors. Brands and client experience include: BMI Healthcare, CB12, GSK, Ella’s Kitchen, Johnson&Johnson, the PAGB, Procter & Gamble, Specsavers, AstraZeneca, Bayer, Lilly, and Novartis. Within Red Door, part of Julia’s remit is working closely with sister agencies in the Creston Group gleaning and sharing relevant insights across a broad range of marketing disciplines and market sectors including digital communications and social media, direct and experiential marketing and consumer insight.

46. VICKY LYGOE Account Director Vicky has over 10 years of PR experience specialising in the health and consumer health arena. She has worked on a wealth of DTC, Rx, OTC and pharmacy campaigns across a diverse range of health fields, tailored to a host of different audiences. Vicky has extensive experience of planning and implementing both consumer education and direct to healthcare professional campaigns for big name brands including product launches, POM to P switches and professional education pieces. Vicky rejoins Red Door Communications following a two and a half year stint as a contractor to one of her previous clients, Johnson & Johnson Medical Ltd, followed by an Account Director position at Edelman to continue the PR programme leadership from agency side. Whilst at Johnson & Johnson Vicky was responsible for managing professional marketing and communications strategies for the ACUVUE contact lenses brand across advertising, digital and PR and helped lead the company’s professional conference and events programmes. Vicky has worked with a bank of high profile KOLs within the dentistry, pharmacy, GP, nursing and optometry fields, having hosted roundtables, speakers events, conferences and advisory boards for UK and international clients. Her health experience spans a wide range of clients including Flora Pro-Activ, Ella’s Kitchen baby food, LighterLife Weight Loss programme, Linicin Head Lice Shampoo, Pronamel & Sensodyne, Roche’s CoaguChek blood monitors, Optrex and E45 Skin Care. Vicky has worked across many large medical companies, starting her career in Pharmaceutical working on both UK and International/global accounts for MSD, Pfizer, GSK, Lundbeck, Roche, Novartis, Boots Healthcare International and Janssen-Cilag.

47. Prepared by Red Door Communications June 2014 Optrafair 2015 PR Proposal Presentation to Optician Magazine and the Federation of Manufacturing Opticians (FMO)