1. FIRE 2005 2-3 November 2005 G-Mex Manchester, UK Marketing Plan Prepared by: Marcus Hall, Director Redwatch Consulting Ltd 20 April 2005

2. Executive Summary: FCEL is a cooperative venture owned by: –Chief Fire Officers Association (CFOA) –Fire Protection Association (FPA) –Institution of Fire Engineers (IFE) Until 2005 has focused on one single event –Annual Fire Conference –Exhibition subcontracted to specialist organiser, dmg 2005 is a tough year for FIRE: –Interschutz & International Firex Marketing Consultant hired in March, charged with: –Advising board on business planning –Providing marketing guidance & strategy –Coordinating event activity across 3 associations & DMG

3. Corporate Strategy: Mission Statement “A world class fire conference & exhibition company”

4. Corporate Strategy: Objectives To build shareholder value To develop UK annual event To establish a regional event programme To assess viability of international event presence To encourage stakeholders to channel proprietary events through FCE To audit existing FCE brand

5. SWOT Strengths Well established event with strong reputation Managed by 3 leading associations Number one fire event for UK Excellent conference content with high calibre speakers Weaknesses Limited resources Heavy reliance on local fire authorities Limited scope – only covers fire services No alignment with other events Limited FCE brand recognition Declining exhibitor numbers/revenue Opportunities Management of other events on behalf of constituent members Partnerships with LGA or FIC Launch Regional events/international event Licence renewal in 2006 Develop ancillary products (eg training, data, publications Look beyond traditional Fire marketplace for new delegates Reinvent conference & associated exhibition Threats Loss of market share to FIC (CMPi) Competition from CFOA’s fleet management event Declining exhibit revenues Uncertainty of procurement review (Fire Buy) Possible change of govt or demise of OPMD Market saturation of fire seminars

6. Marketing Objectives: To improve quality of delegate demographics To create greater awareness of FCEL brand To create greater synergy with the exhibition by marketing the event as a “package” To attract more non associate members to the conference To increase non traditional fire market attendance (eg private sector, utilities) To attract a greater international presence To attract wider press & media coverage to the event

7. Target Audience Retain Traditional: –Fire Fighting –Brigades Build Non Traditional: –Wider fire rescue & emergency industry –Public sector & utilities –International fire & rescue services –Private sector (facilities management, corporate H&S, human resources) –Fire prevention & protection markets

8. Marketing Strategy: Competitive Advantage High profile speakers Unrivalled programme content Unequivocal backing of UK Fire Fighting Industry Supported by all the leading industry associations Seniority of delegates (in terms budget holders & decision-makers) Top class exhibition show floor Exciting interactives & live demonstrations

9. Marketing Activity: Email & Direct Mail Series of email shots & direct mailings scheduled between May-Oct 2005 inclusive Develop content to reflect specific interests of each target segment (eg highlight particular speakers or relevant themes) Look for sponsors to support & fund these activities, in return for valuable exposure for their own organisations. Broadcast & send to external data sources using list brokers/owners

10. Marketing Activity: Web Site Fully operational online registration facility as of May 2005 Hosted by DMG Create banner ad links on all association home pages (much greater prominence than presently) Make sure FIRE 2005 is listed on all web based event calendars Consider animated downloads (if video footage available from 2004). WYSIWG Refresh content on ongoing basis!!

11. Marketing Activity: Press Ads & Inserts Continual presence in trade press: May-November inclusive Leverage opportunities within Fire Magazine (in exchange for free space in FPFEJ) Provide combined visitor/conference ticket with dual purpose registration form More aggressive contra deals with other media partners to maximise exposure Arrange editorial coverage off the back of ad campaigns

12. What’s New for 2005? Closer collaboration & synergy/cost efficiency with DMG & their own visitor promotion: –Single show brand –Consistency across creative & design More strategic & planned approach – out there much earlier! Broader reach in terms of press coverage (& possibly paid for advertisements) in trade press More aggressive campaign in terms of non traditional audience acquisition: –Adoption of customer segmentation & personalised messaging techniques –List rental & use of external data Telemarketing Experiential marketing (a real taste of what you’ll get onsite)