…IN WITH THE NEW PHARMA 4.0

BRAND Story | CREATIVE DIRECTION | OMNICHANNEL MARKETING

MARK FRANCIS LONG | www.markandtereza.com/markcv | mark.f.long@gmail.com | +420 608 750 881

DECK AIM

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This deck is separated into 3 sections, tailored for the strategic needs, mapping and planning for launch and maintenance of SYNAP’s communication ecosystem for 2022+.

1. CREATIVE STRATEGY & DIRECTION
2. BRAND STORY FRAMEWORK
3. OMNICHANNEL MARKETING STRATEGY

CREATIVE DIRECTION

THE CREATIVE BRIEF

Peter’s Xmas wishlist:

• Apple products
• Google plastic surface
• Minimalistic architecture
• Simple is beautiful and that goes in everything.
• Just like Prince or the formerly artist known as Prince I have a thing about purple
• Bang and Olufsen products
• Mies Van Der Rohe Architecture
• Zaha Hadid
• Minimalistic website and Ad’s that deliver a clear message with simple text and visuals
• Light oak, floor to ceiling windows and straight lines and accuracy.

THE CREATIVE BRIEF

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Zaha Hadid

THE CREATIVE BRIEF

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Bang and Olufsen OLED TV

BRAND POSITION

OUT WITH THE OLD. IN WITH THE NEW.

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Leaving the old pharma communication and marketing paradigms behind and embracing the future of smart & modern ~ Pharma 4.0

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The new standards are ready to be written for the future generation of smart pharma managers and leaders and that is where we belong.

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SYNAP IoT has the opportunity to stand out and modernize its communication to engage its target audience by adapting to their behaviors, interests and tastes.

MODERN AUDIENCE

WHAT MAKES OUR TARGETS CLICK!

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• Purpose-Driven Brand Emotions
• Human-Centric Values & Diversity
• Brand Trust & Credibility
• Simple Engaging User Experience
• Trendsetting Leaders
• Modern Innovation
• Fun & Entertainment
• Useful Enlightenment

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YOU HAVE ALREADY

LOST ME!

THE visual BRAND

WORLD is evolving

Embracing Simplicity + SLACK

TOP BRAND TRENDS

COLORFUL STORytelling + TESLA

limitless digital future + META (FACEBOOK)

• "The Style" is a Dutch art movement founded in advocated pure abstraction and universality by a reduction to the essentials of form and colour.

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• “Less is more.” products should not be overburdened with non-essentials. Back to purity, back to simplicity.

- Ludwig Mies van der Rohe

de stijl 1917

HOW DO WE LEAVE THE COMPETITION BEHIND?

CREATIVE

PIONEER

MODERN

DIVERSE

VIBRANT

MINIMAL

OUT WITH THE OLD…

IN WITH THE NEW!

EASY FDA COMPLIANCE & CLOUD MONITORING IN A BOX!

THE FONT

FDA COMPLIANCE & SAFETY IN A SNAP!

Bebas Neue

Sans Serif Family

OPEN SANS

Sans Serif Family

BEBAS FONT

SANS SERIF FONT FAMILY

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Developed by designer Ryoichi Tsunekawa

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Described as ~ "staying true to the style and grace with familiar clean lines, elegant shapes, a blend of technical straightforwardness and simple warmth, which makes it uniformly proper for web, print, commerce and art".

OPEN SANS

ALSO SANS SERIF FONT FAMILY

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Open Sans is a humanist typeface, designed with an upright stress, open forms and a neutral, yet friendly appearance.

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It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.

VISUAL CULTURE

MINIMAL MOTION | MODERN | BEAUTIFUL | FUNCTIONAL | PERSONAL | FUN | ENGAGING

NEW IDENTITY COLOR

Languid Lavender Pale Violet Colour Subspectrum

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#D8C9E8

NEW BRAND COLOR SCHEME

“Design is the silent ambassador of your brand” Paul Rand

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#FFFFFF

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white

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#F7F7F7

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Cultured

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#DFE0E1

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Gainsboro

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#262629

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Raisin Black

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Languid Lavender

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black

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OTHER SUPPORTING COLORS

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OTHER COLORS

The use of pale pastel colors for 3D backgrounds, visualizations, and elements.

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PURPLE CREATIVE, IMAGINATIVE & WISE

ORANGE CONFIDENT & CHEERFUL

GREEN CREATIVE & COMPREHENSIVE

BLUE DEPENDABLE & STRENGTHENED

GRAY CALM & BALANCED

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Isometric Shapes

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SYMBOLISM

STRAIGHT LINES - structure and order.

CURVED SHAPE - connection and community.

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They manage to create instability and harmony at the same time. Constantly communicating a message of simplicity and aesthetics.

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Bringing Calm, Comfort, Consistency & Authority.

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Used in many fields, like engineering, mechanics, physics, architecture and science.

TONE OF VOICE

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You are setting yourself apart from their competition by embracing the future of brand engagement and not overloading your customers with info.

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• CHARMING
• COLLABORATIVE
• CONSIDERATE
• CREATIVE
• CUTTING EDGE
• And a bit CHEEKY

CLOUD FDA COMPLIANCE

IN A SYNAP!

NEXT STEPS

• WEBSITE (Template Made & Ready)
• VISUAL DESIGN PRODUCTION (3D Quote)
• COPYWRITER (Needed for Website, Social, Marketing, etc..)
• Creative Content Briefing & Development plan (TBD)
• Social media and ad manager

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3d production examples

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3d PRODUCTION QUOTE

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• We have been working with JAN RAMBOUSEK for 10+ years.
• Best 3D, animation, and post-production team in Prague
• ¼ the price you would find in US, UK or Germany.
• Local Czech guys that we can meet in person anytime.

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PRODUCTION QUOTE

• #1 - PHARMAGUARD IN 3D - on various backgrounds, pastels, possibly different perspectives (renders) - 1000 EUR
• #2 - 3D ANIMATION VIDEOS - a looped motion, for website, SoMe, Marketing, in vid/gif formats. - 1,701 EUR
• #3 - 3D Video Ad - 60sec Storytelling & Product Tutorial like TESLA - 10,295 EUR

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Oliver & Parents

BRANDSTORY

“The most powerful person in the world is the STORYTELLER. The storyteller sets the vision, values and agenda of an entire generation that is to come.”

+ The average online user experiences over 3000 commercial messages a day!!

META

+ And human attention span has dropped to eight seconds – shrinking nearly 25% in just a few years!

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Shorter than a GOLDFISH’S = 9sec.

+ 75.44 billion IoT devices could be in existence by 2025.

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+ Around 44% of businesses use IoT to reduce costs.

IN ALL THIS NOISE!

HOW DO WE GET HEARD?

MINIMIZE AND CLARIFY THE

MESSAGE, SO CUSTOMERS LISTEN!

2 BIG MISTAKES

BRANDS MAKE

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• Failure to focus on the aspects of their offer that will help people SURVIVE and THRIVE.

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• They cause their customers TOO MUCH EFFORT to understand their offer.

THE KEY

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Make the message of HOW YOU HELP the customer survive and to do so in such a way that they UNDERSTAND and ENGAGE FAST with your offer.

SO, the most historically powerful WAY to get HUMANS to understand anything…

STORYTELLING

+ FOR EXAMPLE

• Apple grew much larger only after Steve Jobs began filtering his message through the lens of a story.

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• Transformation in his thinking happened after working with (and partially creating) the genius storytelling factory that is PIXAR.

• His release of the computer system Lisa in 1983 bombed because the ad in the New Yorker was 9 pages of geek talk nobody outside NASA was interested in.

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• He later joined Pixar.

• When Jobs returned after running Pixar, The first campaign he released was just two words on billboards all over America for the new vision of Apple…

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• When Apple began filtering their communication to make it simple and relevant, they actually stopped featuring computers in most of their advertising. Instead, they understood their customers were all living, breathing heroes, and they tapped into their stories.

HOW THEY DID it

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• IDENTIFYING customers’ wants.
• TO BE SEEN AND HEARD.

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• DEFINING customers’ challenges.
• PEOPLE CAN’T SEE THEIR HIDDEN GENIUS

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• OFFERING customers a tool they could use to express themselves.
• COMPUTERS AND SMARTPHONES.

NOW, APPLYING THIS STORY FRAMEWORK TO SYNAP IoT

• HELP your customers survive and thrive - psychologically!

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• TAP into their psyche and predict behavior.

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• INVITE them into a story to keep attention.

DON’T BE THE HERO!

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+ Companies need to understand that the BRAND IS NOT THE HERO.

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+ The CUSTOMER IS THE HERO. That’s the only way to engage them.

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+ And the BRAND’S ROLE IS TO GUIDE THE HERO successfully through their challenges.

HAVE YOU

SEEN MY

IDENTITY?

THE Brand SHOULD be THE YODA TO

your customer, Luke Skywalker.

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THE CHARACTER

Your Customer

HAS A PROBLEM

External, Internal, & Philosophical

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MEETS A GUIDE

The Brand

OFFERS A PLAN

Products & Services

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CALLS TO ACTION

Buy & Subscribe

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NAVIGATE TO SUCCESS

While Avoiding Failure

ACTION STEPS

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+ DEFINE the customers’ CHALLENGE.

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+ IDENTIFY what the customers WANTS.

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+ CLARIFY how it ALL ALIGNS with YOUR OFFER.

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The VILLAin

The Customer Challenge

TIME IS MONEY $$

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Despite pharma undergoing digital transformation, many of their facilities use:

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+ Outdated monitoring equipment.

+ Time-consuming and tedious processes.

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That results in wasted time, ruined biomaterials and compliance issues / penalties to name a few.

OUR HERO

The Target Customer

THE TRUE HERO

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THEY

• Pharma & Biotech Companies

WHO

• (Managers) Lab, R&D, Compliance

WANT

• Digital Transformation
• Reputation
• Track & Optimize Their Operations
• Boost Productivity
• Save Money

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THE GUIDE

The Brand & Product

THE GUIDE

SYNAP wants to revolutionize compliance logging for the future of the pharma industry by redefining how the industry performs cold environmental monitoring and bringing awareness to the future of the Pharma 4.0 age.

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TOP BENEFITS:

• (1) An EASY, Compact plug-and-play tech solution.
• (2) No Local network and IT infrastructure required.
• (3) FDA CFR 21 Part 11, EMA & GMP compliance certified.
• (4) Worldwide coverage to over 180+ countries.
• (5) Cloud-based reporting that is tailored and paperless.
• (6) No cost to change!

THe PLAN

Customer Marketing & Conversion

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THE PLAN

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To showcase how SYNAP is embracing Pharma 4.0 they are stepping out of the boring standards of the industry and showcasing a new identity for a smart, beautiful and minimal future for the pharma industry.

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Brand communication will focus on:

• Minimal, Beautiful & Simple Advertising.
• Awareness & Education On The 4.0 Movement.
• Notable Inspiration In & Around The Industry.
• Engaging Activations To Support Real Causes.

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THE RESOLUTION

Customer Loyalty & Retention

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THE RESOLUTION

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There are big development on the horizon for SYNAP. This is only the beginning. They will continue to engage and inspire online with always-on digital communication, storytelling content and advancements to their technology and new railroad segment.

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HOW We DO it

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• IDENTIFYING customers’ wants.
• SAVE MONEY & BOOST PRODUCTIVITY

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• DEFINING customers’ challenges.
• WASTED TIME & RESOURCES & compliance

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• OFFERING Customers’ solution.
• Easy plug-and-go smart tech solution for wireless temperature logging and cloud compliance monitoring that is 100% scalable.

• WASTED TIME
• WASTED RESOURCES
• WASTED PRODUCTIVITY
• WASTED MONEY
• WASTED LIFE

THE VILLAIN

THE GUIDE

THE PLAN

RESOLUTION

CUSTOMER

Consideration

CUSTOMER

Awareness

CUSTOMER

Conversion

CUSTOMER

Retention

CUSTOMER JOURNEY

A story framework to introduce new customer behaviors and needs.

To embrace the Pharma 4.0 movement, SYNAP will be showcasing a new identity and voice for a smart, beautiful and minimal future for the pharma industry.

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COMMUNICATION TOPICS:

• Pharma 4.0 awareness
• Minimal Brand Advertising
• Industry inspiration
• Purpose driven activations

• MODERN BRAND
• SIMPLE & INTUITIVE
• TRENDSETTING & FUN
• REVOLUTIONARY PRODUCT
• SUSTAINABLY ACTIVE
• ADAPTABLE & 100% SCALABLE

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THE PRODUCT:

• Plug-&-play, compact device.
• No local network or IT required.
• FDA CFR, EMA GMP compliant.
• Worldwide coverage
• Tailored Cloud-based reporting.

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Big development on the horizon for SYNAP.

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WHAT IS NEXT:

• MORE ONLINE ENGAGEMENT
• NEWS & UPDATES
• NEW RAILROAD SEGMENT.
• MORE STORYTELLING
• ETC…

OMNICHANNEL MARKETING

Omni WHAT?

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• Streamlines All Communication Across All Platforms.
• Helps To Gain A Deeper Understanding Of Consumer Behavior
• Delivers A Unified And Optimized Customer Experience.
• Can Improve Customer Lifetime Value
• Can Reach New Customer Segments
• Can Increase Operational Efficiency
• Can Increase Sales
• Can Improve Inventory Turnover.

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89%

89%

26%

No.1

#1

CHANNEL STRATEGY

We will focus on these selected channels for the majority of our communication online.

89% of marketers use Facebook for ads with 1.69 billion active users.

People are four times more likely to click ads on Google (63%) than any other advertisement network

Twitter is the number one platform for discovery and people spend about 26% more time viewing ads compared to other leading networks.

TikTok is the No. 1 downloaded app of 2020 with 800 million active users worldwide.

LinkedIn is the #1 channel B2B marketers use to distribute content at 94%

PRIMARY

SECONDARY

MEDIA SPLIT STRATEGY

PAID, EARNED & OWNED MEDIA

PAID

OWNED

EARNED

PROSPECTS

CUSTOMERS

Company pays to leverage the channel.

Company controls channel.

FANS & THE MEDIA

Company customers become the channel.

PAID MEDIA

EARNED MEDIA

OWNED MEDIA

SHARING

MENTIONS

SHARES

REPOSTS�REVIEWS

WEB PROPERTIES

WEBSITE

MOBILE SITE

BLOG SITE�ALL SOCIAL MEDIA

ADVERTISING

PAY PER CLICK

DISPLAY ADS

RETARGETING�PAID INFLUENCERS

PAID CONTENT PROMOTION

SOCIAL MEDIA ADS

PRINT ADS

Propel sharing & engagement with Paid promotion

SEO & brand content drive earned media (sharing) & traffic

Gain more exposure to web properties with SEO and PPC

Leverage all for a comprehensive digital marketing strategy

PAID

(Primary focus)

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+ Social Media Ads (Video, Still, Loop, Carousel, stories/reels, Dark)

+ Boosted Posts

+ Search Ads

+ Display Ads

+ Print Ads

+ Influencer Marketing

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OWNED

(Tertiary focus)

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+ Always on Content

+ Strong Community Management

+ Blogs (Organically Boost SEO)

EARNED

(Secondary focus)

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+ PR

+ Mentions

+ Shares

+ Reposts

+ Reviews

2022 FOCUS

OWNED FORMATS

Owned content is a consistent stream of various content on your brand’s social media feed, primarily organic, to stay ever-present and ‘Always-On’ for their audiences.

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THE KEY IS:

• 1/ Stand out from the competition with better-branded content.
• 2/ Continually engage and communicate with the audience to stay top-of-mind and nurture relationships.
• 3/ Build a community by encouraging your audience to share their own stories and actively support one another.

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OWNED FORMATS

These are the top formats to focus on for SYNAP’s owned social content for all social.

25%

SHORT VIDEOS

6 - 30 sec

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LONG VIDEOS

60+sec & LIVE

25%

STATIC IMAGES

20%

CAROUSELS

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20%

LOOP VIDEO/GIF

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OWNED FORMATS

ON A TYPICAL WEEK - distributed evenly throughout each channel accordingly.

MAINLY ORGANIC POSTING

LONG VIDEO

STATIC IMAGE

CAROUSEL

SHORT VIDEO

MON

TUE

WED

THU

FRI

SAT

SUN

LOOP GIF

OWNED FORMATS

CONTENT FRAMEWORKS AND THEMES

The flow of content is very important. In order to achieve the right balance, it is best to follow a content flow framework (5Ps) that keep your audience hooked and ready for more.

PEOPLE

PRODUCTS

PROOF

PAST

PLAY

/ Testimonials

/ Influencers

/ Employees

/ Takeovers

/ UGC

/ Distributors

/ Opportunity

/ Throwbacks

/ Nostalgia

/ Trivia

/ Behind the Scenes

/ Experts

/ Research

/ Science

/ Creation

/ Tips & Advice

/ Infographics

/ Nature

/ New products

/ Ingredients

/ Seasonal Topics

/ Offers & Discounts

/ Use & Purpose

/ Tutorials

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/ Quotes

/ Playlists

/ Filters

/ Polls

/ Holidays

/ Contests & Giveaways

/ Memes

PAID FORMATS

PAID ADS gives your brand much-needed visibility amongst all the organic chaos. Reach the audience at the right time and with the right type of content.

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BEST PRACTICES

• Ideally TEST paid content first as organic post.
• LISTEN to what your audience’s needs and wants.
• VIDEO and animated content is the most impactful format on social.
• VERTICAL and SQUARE content dominate digital.

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PAID FORMATS

META TOP-RECOMMENDED AD FORMATS

VIDEO ADS 30%

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CAROUSEL ADS 20%

Video & Still MIx

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STORY ADS 20%

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COLLECTION ADS 10%

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IMAGE ADS 20%

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PAID FORMATS

LINKEDIN TOP-RECOMMENDED AD FORMATS

Single Image Ad 30%

Video Ad 30%

Carousel Ad 30%

Sponsored InMail 10%

PAID FORMATS

GOOGLE TOP-RECOMMENDED AD FORMATS

20%

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PAID FORMATS

YOUTUBE TOP-RECOMMENDED AD FORMATS

DISPLAY AD 30%

OVERLAY AD 20%

SKIPPABLE VIDEO AD 40%

Sponsored InMail 10%

PAID FORMATS

TIKTOK AD RECOMMENDED FORMATS

TikTok now has a formal advertising system making it easy to advertise on the platform. They offer three types of ads:

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1/ In-feed native ads – These Skippable ads are Closest to a traditional ad on TikTok. Add website links and Order Now buttons.

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2/ Hashtag challenge ads – with these, a user is served a banner ad that takes the user to a page of instructions and rules of the featured challenge. You can use it to target specific consumers.

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3/ Brand takeover ads – these use a mix of images, GIFs, and video clips that link to a landing page or hashtag challenge.

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PAID FORMATS

TIKTOK AD FORMATS

PAID FORMATS

TYPICAL MONTH BASES - distributed evenly throughout each channel accordingly.

Length of ads will vary depending on channel

IN FEED

AD

STATIC AD

CAROUSEL AD

DISPLAY

AD

WEEK 1

WEEK 2

WEEK 3

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WEEK 4

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WEEK 5

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WEEK 6

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WEEK 7

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STORY AD

INFLUENCERS Mktg.

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PERFECT FOR INSTAGRAM REELS & TiKToK

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“Perfect avenue for pharma brands to publish simple, bite-sized information to help teach users about complex topics.” ogilvyhealth.com

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BENEFITS:

• Conduct insight mining
• Partner with prominent influencers in the field.
• Activate upcoming audiences growing their career in Pharma.
• Great for easy Awareness, Consideration, and Conversion
• 90% of vertical videos have a higher watch completion rate compared to horizontal ones.

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Vertical format will be within the planning of SYNAP’S HERO video TBD.

EARNED FORMATS

Earned content is content that is acquired via word of mouth. It comes from a third party and is the result of consumer interaction with your brand. Examples include social media posts, content in which your brand is tagged, SEO exposure, and reviews. Earned media is still an incredibly valuable channel. (According to Nielsen, 92% of people worldwide trust earned media.

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• 1/ Cultivate influencer marketing.
• 2/ Engaging fans and advocates.
• 3/ Activating the audience to produce user-generated content
• 4/ Incentivising new and current Shaklee distributors.

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I recommend finding a PR person specializing in Pharma to help with this.

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TEASE & LAUNCH 2022

GOAL: Reach, Leads & Retention - Attract the attention of our target audience, gain valuable leads and keep as loyal customers.

OBJECTIVE: Gradually introduce and entice the target audience with a plethora of campaign or Micro campaign related content.

CONVERSION: Lead the audience to the official website landing page and lead ad forms.

TIMING: Recommended 8 - 12 weeks in order to make an impact.

CONTENT: Paid and Owned

DATA & RETARGETING: Audience data will be measured and retargeted throughout for highest impact and optimised spending.

EVALUATION: After every 4 weeks.

TEASE & LAUNCH 2022

Start Strong

Start the campaign with the best and most active content to propel awareness.

Build Familiarity

Continue with shorter cuts from previous content to reinforce the campaign message.

Final Action Call

End campaign with final call to action and campaign highlights and what’s next.

TIMING:

ACTIVATION

TEASE Campaign Start

LAUNCH

Micro Campaign End

2 - 4 Ads per channel

2 - 4 Ads

2 - 4 Ads

2 - 4 Ads

Increase Frequency

Proceed with longer cuts from previous content to propel ad view frequency.

ASSETS:

VIDEO ADS:

1x 6sec Teaser

1x 30sec Video

1x GIF

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STATIC ADS:

1x Brand Visual

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VIDEO/STATIC MIX ADS:

1x Carousel

VIDEO ADS:

1x 6sec Video

1x Infographic

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STATIC ADS:

1x Brand Visual

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1x Text Ad

VIDEO ADS:

1x 15sec Video

1x GIF

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STATIC ADS:

1x Carousel

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VIDEO/STATIC MIX ADS:

1x Carousel

VIDEO ADS:

1x 30sec Video

1x Infographic

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STATIC ADS:

1x Brand Visual

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1x Text Ad

PHASES:

PHASE 3

PHASE 1

PHASE 2

PHASE 4

LENGTH:

2-3 weeks

2-3 weeks

2-3 weeks

2-3 weeks

POSTS AMOUNT:

SPECIFICS:

HERO PRODUCTION

REPURPOSED CUTS FOR WHOLE CAMPAIGN LAUNCH

60 sec HERO VIDEO

30 sec Version

15 sec Version

LOOP GIF

5 sec BUMPER

STILL(s)

SYNCHRONIZE WITH WEBSITE ANIMATION