Private Equity Capabilities Deck UK

PRIVATE EQUITY CAPABILITIES DECK

OUR CLIENTS INCLUDE:

PRIVATE EQUITY FIRMS, THEIR PORTFOLIO COMPANIES AND:

• ASSET/INVESTMENT MANAGERS

• HEDGE FUNDS

• VC FIRMS

• INVESTMENT BANKS

• REGISTERED INVESTMENT ADVISORS

• WEALTH ADVISORS

• BROKER DEALERS

• REGULATORY BODIES

• INDUSTRY ASSOCIATIONS

Ext. is an owner-operated, full-service, financial services marketing agency that brings together deep industry knowledge and a leading creative team to drive results..

WE NAMED OUR FIRM “EXT.” BECAUSE WE ACT AS AN ‘EXTENSION’ OF YOUR TEAM.

REPRESENTATIVE PRIVATE EQUITY & PORTFOLIO CLIENTS

OUR EDGE

Ext. Marketing brings together deep financial marketing experience and award-winning creative capabilities to deliver differentiated and authentic solutions for our clients.

Proven marketing track record

• Proven 15-year track record exclusively serving financial services industry

• Breadth of alternatives experience

• Worked with portfolio companies across multiple industries

High-caliber, in-house team

• CFA-level writing and content team

• Designers who have worked at Fortune 500 firms

• In-house Bloomberg terminal and dedicated analysts

Client-first process

• Dedicated client managers and seamless end-to-end service

• Commitment to deliver an outstanding product, within budget and timelines

• Rigorous checks and balances to ensure quality

Our team conducts research using:

OUR TEAM’S INDUSTRY EXPERIENCE

PRIVATE EQUITY MARKETING SERVICES

1 KEY MESSAGING & BRAND SYSTEMS

As your firm evolves, so does your brand. We can help you evaluate your existing messaging and brand, provide recommendations on how to take it to the next level – and then implement.

5 WHITE PAPERS & BROCHURES

Strong content is at the heart of every sales and marketing initiative. Our team of writers includes CFAs who can produce deep-dive technical whitepapers, as well as thought- leadership pieces & other collateral.

2 PITCHBOOKS

As your firm’s narrative evolves and becomes stronger, your pitchbook must also adapt. Our team will work collaboratively with you to help reflect the maturation of your firm in your updated pitchbook.

3 WEBSITES & SEO

A website should be a tool that engages clients. Our team writes content and designs and builds sites that deliver a premium client experience, drive engagement and that help firms grow. We also provide Search Engine Optimization (“SEO”) services.

6 INVESTOR LETTERS

We write monthly, quarterly, semi-annual and annual investment letters for alternative asset and hedge fund managers. We also develop branded templates that make your communications look more professional.

EXT. IS YOUR OUTSOURCED MARKETING PARTNER

4

DIGITAL CAMPAIGNS

As you look to increase the value of your portfolio companies, a winning strategy is to implement a brand awareness or lead generation campaign. Our team is highly skilled at finding the right audiences –and will manage the strategy, media buy, creative development and campaign activation to get the business result you are looking to achieve.

7 VIDEOS

Videos are the most effective ways to engage with your audiences. We combine our award-winning creativity with an air-tight process to optimise your story across this medium.

8

INVESTOR DAY PRESENTATIONS

It takes a lot of experience to pull together a great investor day presentation. Our creative and project management teams understand the need to be nimble, collaborative and detailed oriented to get you an investor day presentation that will impress.

You don’t want the expense of staffing a marketing department. Our senior marketing strategists will work collaboratively with you to develop and execute marketing materials that will help you raise more capital.

WORK EXAMPLES

DDQ

Brand

PORTFOLIO COMPANY CASE STUDY: AQUA FINANCE

“Ext. Marketing was instrumental in helping us build a strong brand and value proposition for our B2B dealer audiences. They took the time to tailor campaign journeys that were thoughtful, efficient and impactful. The campaign was a success, amplifying the Aqua brand and increasing penetration and awareness among new and existing dealers. In just 2.5 months we moved the needle for the firm. process. They are truly an extension of our marketing team, and we continue to partner with them to strategically expand our brand.”

Kim Antell, AVP Corporate Marketing Aqua Finance, an Apollo Company

THE OPPORTUNITY

Aqua Finance provides financing solutions for water treatment, home improvement, outdoor leisure products and more.

CHALLENGE

Aqua’s brand and market presence no longer reflected the business. It had evolved from financing water systems to a more diverse offering, including recreation, HVAC, and home improvement.

GOAL

Align Aqua’s brand with its broader business and spread awareness with dealers, borrowers, and job seekers. Position Aqua to grow as an innovative, customer-first firm.

OUTCOME

An integrated brand strategy that showcases a modern, flexible, and trustworthy identity to its key audiences. A marketing foundation positioned to support current and future business priorities.

Silver Award Winner at the Financial Communications Society’s Portfolio Awards for best business-to-business rebrand and visual identity system

AQUA’S BRAND JOURNEY

KEY MESSAGING

START

• Competitive and industry research

• Internal and external interviews

• Messaging framework

BUILD THE FOUNDATION

BRAND ROLLOUT

BRAND REFRESH BRAND MANAGEMENT

• New logo

• Brand guidelines

• Brand video

• Revamp existing materials and platforms

• Develop communications and training

• Support partners and vendors

MARKETING LAUNCH​

BRAND CAMPAIGN

• Creative concept

• Media buy

• Social media, native, etc.

CONTENT STRATEGY & EXECUTION

• Audience & themes​

• Editorial calendar​

• Web & social media strategy

• Content development

2023 INITIATIVES

• Competitive analysis

• Recommendations

• Monthly reporting

WEBSITE BUILD

• Revamp design and content

• Optimise user experience

• Targeted audience segmentation

OUR JOURNEY CONTINUES

• Customer journey & experience

• Dealer & partner marketing

• Website development & expansion

• Lead-gen campaigns

• Value-add programs

• Communications strategy

• SEO/SEM

• Social listening

BUILD THE FOUNDATION

KEY MESSAGING BRAND REFRESH

MESSAGING BLUEPRINT

• Competitive and industry research

• Internal and external interviews

• Messaging framework

BRAND MANAGEMENT

CREATE NEW BRAND IDENTITY

• New logo

• Brand guidelines

• Brand reveal video

• Visual identity

UNDERSTAND BRAND PERCEPTION

• Social listening & research

• Competitive analysis

• Search & SEO

• Monthly reporting

BRAND LAUNCH

WEBSITE & SOCIAL

DESIGN, UX, CONTENT & BUILD

• Optimised user experience

• Multi-language

• Targeted audience journeys

• Portals & tools

• Social channels

BRAND ROLLOUT COLLATERAL & ENGAGEMENT

• Stationery, collateral, forms and signage

• Apps and portals, social media channels, Glassdoor, and Indeed

• Brand reveal videos

• Brand ambassador training

• Communications to employees and dealers

CAMPAIGN

BRAND AWARENESS CAMPAIGN METRICS

STRATEGY, CREATIVE ASSETS, MEDIA BUY & ACTIVATION

• Establish KPIs

• Videos

• Ads (social, native)

• A/B testing & optimization

• Reporting

SUCCESS METRICS

• 3 million impressions

• 140k new website users

• Nearly double the number of new website users

140k

162k

65%