Melissa J. Fisher Fisher4Marketing.com 614 886 5765 F4Mllc@gmail.com 1

Fisher4Marketing LLC

Project-based Chief Marketing Officer Success Model

Profitisaverb.

Growth delivered through world-class strategy and marketing expertise:

! Competitive analysis ! Innovation, ideation, and new product development ! Differentiators/value propositions ! Consumer insights/research ! Positioning/repositioning ! Branding, messaging, PR, social, video, digital, ads, promotion

Extensive track record of maximizing revenue and profit across categories and brands

Product Categories Companies/Brands ! Technology ! Disney ! AOL/Time-Warner ! Toys/Children’s Products ! B2B/Tools/Construction ! Higher Education ! Health/Beauty/Personal Care ! Healthcare

! Mattel Toys ! Nickelodeon ! Harry Potter ! Razor-Back ! John Deere

! Limited Brands ! Bath & Body Works ! VersaShield ! Anchor Hocking ! Newell Rubbermaid

EBITDA Growth by targeting § Customers § Consumers § Influencers

Take Action § Branding § Innovation § Promotion

Discover Information § Meetings § Research § Analysis

Develop Strategy § Growth Plan § Target Markets § Messaging

Inquire Advise Excite

Melissa J. Fisher Fisher4Marketing.com 614 886 5765 F4Mllc@gmail.com 2

Case Studies in Success

Halex VersaShield rolled moisture barrier (Construction materials, PE owned)

Issues:

A superior product was not getting traction; sales $1-2MM Solutions: Customer and competitive analysis, differentiators, repositioning, social strategy Execution: Branding, promotional videos, sales/trade show ROI-based pitches, YouTube expert

videos, conceived/developed AIA CEU to reach architects, Adwords, social organic posts

Results: Yr. 1 sales increased 68%, Yr. 2 up 46%, Yrs. 3 and 4 50+% increase; 4-year CAGR: 56%; Halex acquired for $47MM based primarily on VersaShield; tracking to $100MM brand • 500+ CEU presentations to architects; 107+ specifications to date • 50+ Expert Videos generated thousands of views on YouTube • Website views increased 50%

“Halex has worked with Fisher4Marketing on multiple projects, including innovation, consumer insights, sales presentations, CEU training, promotional and informational videos, and trade show materials. Melissa and her partners achieved improved awareness, enhanced communication, and increased top line sales. Our 68% increase in VersaShield sales is a direct result of those projects. I recommend that any company looking to increase sales contact Melissa and Fisher4Marketing.” - Mark Chichak, President and CEO

Our Family Home (Innovative Alzheimer’s care homes)

Issues:

Win against large national competitors, reach beyond the founder’s personal connections, and prepare the company for investment and expansion

Solutions: Customer/competitive analysis, differentiators, refined messaging Execution: Created proprietary “Four Principles of Memory Care” and metric-based scorecard to

allow prospects to evaluate vs. large national competitors, evolved branding, promotional videos, print advertising, updated site

Results: Company has grown from 2 locations to 11; further expansion planned; 4X sales increase

“I have worked with Melissa on several projects over the years and have found her to be a major contributor to our groups. Her creative thinking along with her incredible organizational skills, goal driven objectives, and her willingness to work makes Melissa a great value for any team.” - Evan DuBro, President and Founder

Evolution Lighting (Consumer Lighting): 2 Projects

Issues:

Project 1: Capitalize on the largest sales opportunity with Back To College/School (BTC) season, establish category preeminence, and grow Big Box market share

Solutions: Check retailer input, gather consumer input, inform product design Execution: Voice of the customer research – quantitative and qualitative (the “why”)

Results:

Target planogram: multi-million dollar incremental listings as a result of sales presentations based on the data; Product Development has halted some projects and initiated others based on input

“You presented robust insight about the BTC Guest. I’d love if you can send me a soft copy of everything you shared. Great information.” - Buyer of a major retailer

Melissa J. Fisher Fisher4Marketing.com 614 886 5765 F4Mllc@gmail.com 3

Evolution Lighting (Consumer Lighting): 2 Projects

Issues: Solutions: Execution:

Results:

Project 2: Past innovation and ideation efforts were unsuccessful; no products executed Ideation/innovation brainstorming followed by product execution/viability evaluations Three-day, hands-on summit with key leaders: product managers, technical, sales

Ongoing: Generated 4 immediately commercializable product concepts and 14 total viable concepts; multiple-million dollar sales increase projected

“…From your meetings/teachings we have made four innovation projects the #1 focus of the entire company…” - A. Corydon Meyer, President & CEO

“I thought it was informative and very well rounded. I wouldn't change anything. Melissa was just superb!” - Anonymous Participant Evaluation

Vantage Point Logistics

Issues:

This B2B logistics consultancy was planning their first major industry trade show Solutions: Positioning and strategy to generate leads, create awareness, and attract the attention of

key prospects Execution: Created “Dollars for Scholars” promotion, collateral, and promotional vehicles

Results: RFP process begun with multiple prospects as a result of face-to-face meeting opportunities generated at the trade show

“Melissa did an outstanding job working with our start-up company, helping to formulate an overall marketing message. She then assisted in customizing that message for an industry trade-show. Melissa listens to the customer to understand their business, their marketing needs, and their style, in order to develop the most effective message. I would recommend Melissa to any [other startups], knowing she will provide great work in a professional manner.” - Eric McGlade, Partner

Strategy CIO (CIO for hire)

Issues:

This CIO-for-hire firm needed to position itself for growth, esp. within the Fortune 500, by creating a strong identity and differentiating itself to prospects nationwide

Solutions: We explored multiple positionings and naming strategies, benchmarked the competition, and created a refined, focused brand

Execution: Updated messaging and communications, new logo, updated website

Results: The firm is attracting more qualified, profitable leads from across the nation and is expanding and hiring aggressively

“We engaged Melissa when it was clear that the key to our corporate restructuring was to have a clear and defined marketing strategy. With Melissa's extensive background we were confident in knowing that we would arrive at the right result. With so many “marketing” firms around, Melissa's approach to concentrate on the core strategy and messaging was refreshing. The challenge with us was that we were making a large strategic shift away from what we had been doing for the last 7 years. Getting it right the first time was critical. We were able to chart the course for our future success. We recommend Melissa for those who are looking to define a clear and effective marketing strategy.” - Anish Mistry, Managing Partner

Melissa J. Fisher Fisher4Marketing.com 614 886 5765 F4Mllc@gmail.com 4