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Agency Overview & Capabilities

Agency Overview & Capabilities

JULY 2015

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Who We Are. Cohesion is a Brand Agency. Since 1999, Cohesion has

worked with Fortune 500 and mid-sized companies to build and enhance marketing positions through research, strategy, creative direction, messaging and collaborative relationships. Cohesion leverages its unique architecture approach to help clients successfully achieve customer preference, drive company performance and increase overall value.

(Learn more at http://cohesioncompany.com)

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Part Brand Consultancy. Part Marketing Agency. (All Business.)

A hybrid brand firm, Cohesion blends the expertise of a strategic consulting firm and a full-service marketing agency. With deep, vertical experience in more than 25 categories of business, our true point of difference is our expertise in developing and managing positioning and messaging that transforms brands. Using a proprietary architecture approach that has taken more than 15 years to fine tune, we tend to work best with organizations challenged with numerous brands, properties, subsidiaries and extended names.

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What We Do.

Cohesion consistently leverages brand thinking for every effort we undertake. Even for the most basic tactical assignment, we work to build longer term consistency and momentum. This applied approach sets us apart from most agencies, and our architecture approach sets us apart further still. We are engaged on a variety of fronts: Traditional brand development and brand platform efforts. Internal and external efforts. Vision, values and mission work. Product, service and concept launches and re-launches. And of course, traditional and non-traditional marketing, advertising

and communications programs.

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Categories of Focus.

While we have worked in nearly 100 categories and niches, we have developed strong expertise in the following categories:

▪ Healthcare ▪ Life Sciences ▪ Education/Institutions ▪ Financial Services ▪ Construction ▪ Transportation/Logistics ▪ Manufacturing/Distribution

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Client Examples. (Past & Present.)

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Client Experience. (A partial list since 1999.)

• Alliant Energy (Cedar Rapids, Iowa) • Amerinet (St. Louis, Missouri & Pittsburgh, Pennsylvania) • Cancer Treatment Center (Southwestern Illinois) • Cardinal Health (Dublin, Ohio) • CitiMortgage – sub. of CitiGroup (O’Fallon, Missouri) • CitiFinancial – sub. of CitiGroup (Dallas, Texas) • CRB (St. Louis, Missouri) • Drilling Services Company (St. Louis, Missouri) • Esse Health/Essence (St. Louis, Missouri) • Express Scripts (St. Louis, Missouri) • FBL Financial Group (West Des Moines, Iowa) • Flowserve (Irving, Texas) • Graybar (St. Louis, Missouri) • Group Health Plan (GHP) div. of Coventry Healthcare • Holland Construction (Swansea, Illinois) • Humana (Louisville, Kentucky) • Lindstrom (Minneapolis, Minnesota) • Waterway Gas & Wash (St. Louis, Missouri) • Lockton Companies (Kansas City, Missouri)

• Lowell Manufacturing (Pacific, Missouri) • Malcolm Pirnie, Inc. (White Plains, New York) • Mark Andy, Inc. (St. Louis, Missouri) • MasterCard Global Technology Operations (O’Fallon, Missouri) • McCarthy Building Companies, Inc. (St. Louis, Missouri) • Missouri Baptist Medical Center – member of BJC Healthcare (St. Louis, Missouri) • Neighbors Credit Union (St. Louis, Missouri) • Nidec Motor Corporation (St. Louis, Missouri) • RMT/RLO (Madison, Wisconsin) • St. Anthony’s Medical Center (St. Louis, Missouri) • Shawnee Mission Medical Center (Overland Park, Kansas) • Sigma-Aldrich Corporation (St. Louis, Missouri) • SM&P Utilities – sub. of Laclede Group (Indianapolis, Indiana) • St. Louis County Library (St. Louis, Missouri) • TRi Architects (St. Louis, Missouri) • UniGroup – parent co. of United Van Lines, Mayflower, (St. Louis, Missouri) • Winchester – div. of Olin Corporation (Alton, Illinois)

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Our Architecture Approach.

Cohesion’s core tool is a marketing and messaging architecture platform that has been developed and fine-tuned during the past 16 years. This tool acts as the foundation step to the development of communications tactics and tools, and allows companies to systematically drive priority messaging and drive out marketing cost and inefficiencies.

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Sample Architecture. Cohesion develops comprehensive strategic architectures that serve to guide the development of

marketing, messaging and communication tactics.

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Why Brand Architecture? A comprehensive architecture helps create more consistency and

cost efficiency for every single tactical effort:

– It gives organizations a single ‘blueprint’ to follow – It collaboratively ‘glues’ all company strategic efforts through

communication (internal & external) – It creates a more consistent message that often requires less

frequency and distribution – It eliminates the need to constantly redo tactical campaigns

and efforts (tweak vs. overhaul) – It allows for the building of ‘templates’ for all aspects of

marketing and communications work; work that can then be developed and implemented with consistency by a variety of resources and vendors.

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A Brand Agency Model.

In 2013, we evolved our services model based on the real and shifting needs of our clients, and our 14-year experience as a national brand and marketing strategy firm.

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Our Engagement Model.

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Positioning: Our Engine.

Positioning is the driving force inside the marketing architectures we develop. To guide our positioning efforts and to drive succinct message development, Cohesion utilizes two (2) key framing ideas:

1) Differentiation: Is it sufficiently unique? 2) Relevance: Does it matter to those who matter?

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Our Strategic Process.

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Leadership. Brian Creath – President For more than 25 years, Brian has been helping companies bridge business

objectives to successful strategic and creative outcomes. Brian founded the award-winning ad agency CreathJacobsen in 1989, and in 1999, formed Cohesion. Brian functions as Cohesion’s Executive Marketing & Creative Strategist, having helped position nearly a hundred businesses and brands. He has also been recognized with more than a hundred national and international awards.

Jenn Strathmann – Director, Account Operations A veteran of both client-side marketing positions and agency leadership

roles, Jenn plays a key role in working directly with Cohesion’s wide range of clients to insure that strategies, tactics and relationships remain on track, on time and on budget.

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Agency Services.In-House Capabilities: RESEARCH • Marketing & Brand Research (Using a proprietary 1:1 method) • Brand & Communication Auditing • Research/Data Analysis STRATEGY & PLANNING • Business, Product & Service Invention/Creation • Marketing, Brand & Communications Strategy Counsel • Key Issue Positioning & Packaging • Marketing Organization Design & Consulting • Strategy & Positioning Development • Marketing & Communication Planning (Internal & External Audiences) • Brand Development & Redevelopment • Brand Platform & Architecture Development • Value Proposition Development • Vision, Mission & Core Values Development • Message Development & Implementation • Internal Brand & Communications Development

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Agency Services.In-House Capabilities: MEDIA & DISTRIBUTION • SEM/SEO Planning • Media Planning • Social Media Content & Planning CREATIVE & PRODUCTION • Creative Direction & Copywriting • Positioning Line & Tagline Development • Advertising Development • Strategic Design & Identity/Logo Development • Digital/Online Design • Web Content Writing & Development • Newsletter, Collateral & Publication Writing • Creative Templates Development • Short-Format Business Video Development

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Agency Services.Partnership Resources: • Specific Quantitative Research • Specific Media Negotiation & Buying • SEM/SEO Execution • Digital/Online/App Development

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Creative.As a brand agency, Cohesion works with clients to seamlessly translate strategic platforms into brand identities, marketing tactics and strong creative work. Our creative has been recognized internationally, winning hundreds of awards over the years. More important, our work is strategically grounded and drives revenue. We have outlined a few examples on the following pages; to review more of our creative, please visit:

http://cohesioncompany.com/work

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Creative: Brand Identities.

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Creative: Advertising.

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Creative: Advertising.

We’re BuildingA Brand New Hospital

In South County.

Our new Office of the President: (Left to right) David Morton, MD,

Michael Rindler, Jack Mitstifer, MD, Christopher Bowe, MD.

ST. ANTHONY’S MEDICAL CENTER ST. ANTHONY’S PHYSICIAN ORGANIZATION

(The New)

This isn’t about putting a shovel in the

ground, but rather a stake in it. For too

many years, our health system has been

thought of as a good, South

County citizen, but not neces-

sarily the best place for care.

And to our way of thinking,

that just isn’t acceptable. So

beginning today, that changes.

From a name you already

know, we intend to build a

new kind of health system. Not from the

ground-up, but from the inside-out. With

a community of talented and dedicated

employees, physicians, board members and

volunteers. Ours is the first health system

in St. Louis to implement a completely new

way of managing, with three experienced

physicians and a seasoned CEO to lead our

new direction. We’re building a more

responsive and fully committed

St. Anthony’s than anything

you’ve come to know. In the

coming months, we will over-

haul our entire health system

from top to bottom. We don’t

expect you to take our word

for it, but watch and support

us as we evolve and grow. And to give us

another opportunity to prove our value.

Because the people of South County

deserve the very best healthcare experience

they can find. And we intend to provide

it, right here, in our own backyard.

We Made Our Emergency Services5 Times Faster. But Time Isn’t

The Only Thing We’re Built To Save.

(The New)

We have completly redesigned the way our emergency department

works. With new staff and a brand new approach, it’s now 5 times faster

to get you to the right care.

It took countless hours of planning and

design. Of hard work and dedication.

On January 1st, after months of

construction, we proudly re-

opened our emergency doors.

With a new look and a brand

new attitude. And while tens

of thousands of patients have

passed through out doors since

then, the time it takes to get

those patients to the right care

is now five times faster than just a year ago.

Speed is critical to our new approach, but

nothing is more important than the quality of

our care. Because we are often asked to save

something far more important and critical

than time: We are asked to save lives. And, at

St. Anthony’s, we are up to the challenge.

With complex trauma, heart and stroke

centers you won’t find anywhere

else in South County. New,

patient advocates dedicated

solely to improving your visit.

And our pledge to make your

experience the very best it can be.

One you’ve always deserved.

One we can now confidently

deliver. If you live in South

County, you have one of the finest emergency

departments in all of St. Louis. Right here,

in your own backyard. Emergency services

from the new St. Anthony’s. One more part

of our brand new story. To learn more, visit

SOUTHCOUNTYEMERGENCY.COM.

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Creative: Advertising.

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Creative: Advertising.

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Thank You.

We thank you for the opportunity to share our approach to the business of building brands and developing marketing/communications efforts. Should you have additional questions, please contact:

Brian Creath President Cohesion. bcreath@cohesioncompany.com 314-276-5383