Market Plan 2012

A new era of innovation.

2012 Marketing Plan Presented by Allen Finley Advertising

I. Situation Analysis

II. Objectives

III. Mission Statement

IV. Advertising Strategy

V. Matrix

VI. Visual Materials a. New parent company name / logo / tagline 1. Rationale of choosing the HSX name. b. Identity package c. Teaser & introduction ads (2) d. e-mail blast e. PowerPoint template f. Web site g. PR campaign h. Re-branding subsidiary Web sites, existing print ads, and logos.

VII. Re-branding Hickory Springs Manufacturing Company a. Revised logo & new tagline b. Re-branding advertisement c. Revised Web site d. Powerpoint template e. Truck design f. Re-branding of HS Automotive & HS Healthcare (new names) g. PR campaign

Table of Contents 2012 Marketing PlanPresented by Allen Finley Advertising

VIII. Media Plan a. Furniture industry 1. Divisional advertising (furniture & bedding publications) b. Transportation 1. RV industry 2. Automotive industry 3. Bus seats c. Government 1. IGC Solutions d. Healthcare

IX. Initial Branding of Government, Healthcare a. New company name for HS Healthcare and HS Automotive; New logo for HS Healthcare, HS Automotive, IGC Solutions b. Identity package (1 each) c. Introduction ads (1 each) d. Web sites for HS Healthcare and IGC Solutions (1 each)

X. Creative Budget: a. New logos (4) / names (2) / taglines (2) b. Identity package c. Advertisement (3) d. e-mail blast e. Web site (2) f. Media placement g. Re-branding subsidiary Web sites, print ads, pocket folders, and logos.

XI. Summary: Written Report

XII. Biography

XIII. Recognitions

Table of Contents 2012 Marketing PlanPresented by Allen Finley Advertising

I. Situation Analysis

Here we will describe the task given to us. Our task is two-fold:

1. The Company would like us to create a new “Parent Company” entity toallowdiversificationoutsidetheauspicesoftheHickorySprings name. This includes a new company name, logo, identity, tagline, Web site, identity package, PR, advertising media plan and print advertisements. This will enable the company to conduct business in other areas outside the core capabilities established by Hickory Springs without limiting the Company’s ability to diversify outside of manufacturing component parts.

2. The Company wants to re-brand Hickory Springs’ current company logo, identity, tagline, an individual branding strategy for its core competenciesandthreeofitsextended,diversifiedmarkets including; Transportation, Government and Healthcare. Develop comprehensive advertising and media placement to promote products in each area.

Situation Analysis

New Parent Company

2012 Marketing PlanPresented by Allen Finley Advertising

II. Objectives

•Establish a new parent company brand identity and brand strategy. •Raise awareness of the new parent company brand. •Create a unique selling proposition for the new parent company and all its divisions. •Build the new brand’s recognition in every marketplace it serves, both now and in the future. •Re-brand Hickory Springs solely as an innovative furniture and bedding supplier.

Objectives


III. Mission Statement

The mission of the new parent company is to be the best company in the world by satisfying our customers, employees, stockholders and local communities through exceptional service, innovative products, clear communication, environmental stewardship and the highest ethical standards in all our actions.

Mission Statement

For the new “Parent Company”


IV. Strategy

Strategy

2012 Marketing PlanPresented by Allen Finley AdvertisingNew Parent Company Name: HSX Worldwide

A. Rationale for choosing the HSX name. The HSX Worldwide name was chosen to combine the legacy of Hickory Springs with the experimental and entrepreneurial nature of the new parent company.

“HS” pays tribute to the foundation upon which the company was built.

The “X” stands for the exponential potential of the company and its individual divisions; its ability to cross over to different industries, markets and core competencies; to crossbreed new innovations and disciplines with the experience of its core competencies; and for the ability of the company, its products and services to stand at the crossroads between technology and design. “Worldwide” communicates the depth and breadth of the company’s scope, reach and service area.

B. Simplicity is the ultimate sophistication. By keeping your brand identity, positioning and promise simple, you make it easier to consistently communicate your brand in every marketplace, product and marketing material, regardless of the market or the medium in which it appears.

What does HSX Worldwide make? It makes everything better.

HSX Worldwide makes quality better. HSX Worldwide makes performance better. HSX Worldwide makes affordability better. HSX Worldwide makes service better. HSX Worldwide makes delivery better. HSX Worldwide makes products better than the existing product offering in each individual marketplace. HSX Worldwide makes better improvements to products your customers currently use.

This strategy implies that HSX Worldwide’s innovation elevates the quality and qualities of everything you manufacture, design and supply.

This simple strategy should be communicated by and through every communication and every point of contact HSX Worldwide and its divisions have with its customers, both existing and potential.

Remember: good brand advertising sells the product; good product advertising sells the brand.

IV. Strategy cont. 2012 Marketing PlanPresented by Allen Finley AdvertisingNew Parent Company Name: HSX Worldwide

A new erA of innovAtion hAs begun.800 438 5341 hsxworldwide.com

W O R L D W I D E

over the past year, hickory springs Manufacturing Company has laid the groundwork for a company-wide realignment strategy to position itself for a new era of growth and diversification for the future. As a result of this company-wide realignment, we have founded a new parent company — hsX worldwide. this new company will oversee the operations, allocation of resources and new business development of hickory springs and its subsidiaries. hickory springs will continue to operate in its current structure; all your contacts and services will remain unchanged. for more information about our new parent company and business structure, please visit www.hsXworldwide.com

VI. Visual Materials

a. New parent company name / logo / taglineb. Identity packagec. Introduction ads (2)d. e-mail blaste. Powerpoint templatef. Web siteg. PR campaign.h. Re-branding subsidiary Web sites, existing print ads, and logos.

235 2nd Avenue NW, PO Box 128, Hickory, NC 28603p: 828 270 3707 HSXworldwide.com

New Parent Company2012 Marketing PlanPresented by Allen Finley Advertising

•Cross Over To (HSX Logo).•Crosses All Lines.•Excellence Across The Line.•Makes It Exceptional.•Makes It Extraordinary.•Make It Exceptional.•Exceptional. Quality.•Making Excellence.•Experience. Excellence.•Complete. Satisfaction.•Makes It Complete.•Make It Complete.•You’ve Got It Made.•Excellence In All Things.•We Know Product Design Inside Out.

VI a. Name/Logo/TaglineNew Parent Company

Alternate Logos Alternate Taglines


235 2nd Avenue NW, PO Box 128, Hickory, NC 28603p: 828 270 3707 HSXworldwide.com

PO Box 218, Hickory, North Carolina 28603-0128

David ColburnPresident & CEO

P: 828-328-2201C: 828-555-1212

[email protected]

235 2nd Avenue NW, PO Box 128, Hickory, NC 28603

VI b. Identity PackageNew Parent Company


VI c. Introduction AdsNew Parent Company

A new era of innovation is about to begin.

800 438 5341 hsxworldwide.com

W O R L D W I D E

Makes Everything Better.

Over the past year, Hickory Springs Manufacturing Company has laid

the groundwork for a company-wide realignment strategy to position

itself for a new era of growth and diversification for the future.

As a result of this company-wide realignment, we have

founded a new parent company — HSX Worldwide.

This new company will oversee the operations, allocation of resources

and new business development of Hickory Springs and its subsidiaries.

Hickory Springs will continue to operate in its current structure;

all your contacts and services will remain unchanged.

For more information about our new parent company and

business structure, please visit www.HSXWorldwide.com



Over the past year, Hickory Springs Manufacturing Company has laid

the groundwork for a company-wide realignment strategy to position

itself for a new era of growth and diversification for the future.

As a result of this company-wide realignment, we have


This new company will oversee the operations, allocation of resources

and new business development of Hickory Springs and its subsidiaries.

Hickory Springs will continue to operate in its current structure;




800 438 5341

hsxworldwide.com

W O R L D W I D E



Our era of innovation has begun.


W O R L D W I D E


Over the past year, Hickory Springs Manufacturing Company has laid the groundwork for a company-wide realignment strategy to position itself for a new era of growth and diversification for the future. As a result of this company-wide realignment, we have founded a new parent company — HSX Worldwide. This new company will oversee the operations, allocation of resources and new business development of Hickory Springs and its subsidiaries. Hickory Springs will continue to operate in its current structure; all your contacts and services will remain unchanged. For more information about our new parent company and business structure, please visit www.HSXWorldwide.com

A neW erA OF innOvATiOn HAS begun.

Over the past year, Hickory Springs Manufacturing Company has laid the groundwork for a company-wide realignment strategy to position itself for a new era of growth and diversification for the future. As a result of this company-wide realignment, we have founded a new parent company — HSX Worldwide. This new company will oversee the operations, allocation of resources and new business development of Hickory Springs and its subsidiaries. Hickory Springs will continue to operate in its current structure; all your contacts and services will remain unchanged. For more information about our new parent company and business structure, please visit www.HSXWorldwide.com


W O R L D W I D E


VI d. E-mail BlastNew Parent Company


Message From The President & CEO

VI e. PowerPoint TemplateNew Parent Company

PowerPoint Template Header


VI f. Web siteNew Parent Company

Home Page


VI g. PR CampaignNew Parent Company


Allen Finley Advertising is educated in all facets of your business, and we know your competitors, so we can fully leverage your company. After working with you to establish your message, we lobby with all the magazine and newspaper editors to get the maximum exposure. We follow-up with each publication and provide web site links and tear-sheets as a method ofverification.

The agency implements creative and customized public relations programsdesignedtoimpactaclients’specificbusinessgoalsandobjectives. Communication is the key to success. Whether the goal is to drivewebtraffic,introduceanewtechnologyorproduct,orclutter-bustacrowded marketplace, we are a PR agency that understands our clients’ business models and how to generate measurable results.

As in the past, we suggest continuing a monthly press release program for HSX Worldwide and its subsidiaries. Working with product managers at each division, we will create press releases with photographs for company divisions.

PR Campaign •Press Release - HSX Worldwide •Press Release - Hickory Springs •Press Release Monthly Program

PR Campaign

VII. Re-brandingHickory Springs Manufacturing Company

Re-branding of Hickory Springs


VII. Re-branding

Your unique selling proposition for Hickory Springs is innovation — the process of making something better. Your ability to take the things you have learned from your existing product lines and marketplaces and cross over to new marketplaces, product lines and industries. Your ability to study, engineer, reverse-engineer, design, improve and create new ideas, featuresandefficiencieswithinexistingproducts,systems,servicesandmarketplaces.

Given this unique selling proposition, we’d like to build the Hickory Springs brand identity upon one simple strategy: “Tomorrow’s Innovations, Today.”

ThispositioningdefinesHickorySprings’focusoninnovationaswellas its never-ending product advancements. Its advertising will target the furniture and bedding industries only. This singular focus creates a distinctivemarketplaceidentityforHickorySprings.Otherdiversifiedmarkets such as, Transportation, Healthcare and Government that were under the Hickory Springs Company umbrella will now be subsidiaries of HSX Worldwide. In marketing and advertising, each subsidiary will now use their individual divisional logo, in effect creating separate subsidiary companies apart from Hickory Springs.

Visual Materials a. Re-branding ad b. Revised logo & new tagline c. Revised Web site d. PowerPoint template e. Truck design f. PR campaign g. Re-branding of HS Automotive & HS Healthcare (new names)

Re-branding of Hickory Springs

Hickory Springs Manufacturing Company


M A N U F A C T U R I N G C O M P A N Y

A DIVISION OF HSX WORLDWIDE

Alternate Logos Alternate Taglines

•Tomorrow’s Innovations, Today.•Where innovation and performance meet.•Innovation. Re-imagined.•Adding innovation to everything we make.•Innovative Components for a Better You.•Discover the advantages of innovation.•Creating the comfort of innovation.•Get comfortable with innovation.•The wellspring of innovation.•Discover the wellspring of innovation.•Advanced comfort made simple.•Your source for the most advanced comfort.•Your source for the most advanced components.•Simply the most advanced products anywhere.•Re-engineering comfort.•Re-imagining components.•Comfort. Re-imagined.•The Innovative Components Company.•Innovation. Re-engineered.•Comfort never felt more intelligent.•Bringing innovation and performance together.•A Synchrony of Innovation.

Where Innovation and Performance Meet.

A D I V I S I O N O F H S X W O R L D W I D E

HICKORY SPRINGSM A N U F A C T U R I N G C O M P A N Y



VII a. Revised Logo & TaglineHickory Springs Manufacturing Company


VII b. Re-branding Ad

A D i v i s i o n o f H S X W o r l d w i d e

h i c k o r y s p r i n g s . c o mPO Box 124 Hickory NC 28603 800 438-5341

Tomorrow’s Innovat ions, Today.

Push the limits of innovation.Hickory Springs Manufacturing Company is one of the nation’s largest — and most innovative — integrated manufacturers to the furniture and bedding industries. As one of the United States’ largest producers of foam, we pioneered such advances as Code* Red II combustion inhibitive foam, EnduroFoam® premium performance foam and Preserve®, the world’s first polyurethane foam made with a naturally based compound that reduces petroleum-based chemicals. The company also produces sleeper and motion mechanisms, formed steel, wire, webbing, polyester fiber and extruded polyethylene products. No matter what the future brings, it will be made by Hickory Springs.



VII c. Revised Web siteHickory Springs Manufacturing Company

Home Page


VII d. Revised PowerPoint



PO Box 128, Hickory, NC 28603(800) 438-5341 hickorysprings.com



PO Box 128, Hickory, NC 28603(800) 438-5341 hickorysprings.com


PowerPoint Template Header


VII e. Revised Truck Design

w w w . H S X . c o m ( 8 0 0 ) 4 3 8 - 5 3 4 1

w w w . H S X . c o m( 8 0 0 ) 4 3 8 - 5 3 4 1



w w w . H S X . c o m( 8 0 0 ) 4 3 8 - 5 3 4 1





w w w . H S X . c o m ( 8 0 0 ) 4 3 8 - 5 3 4 1

w w w . H S X . c o m( 8 0 0 ) 4 3 8 - 5 3 4 1



w w w . H S X . c o m( 8 0 0 ) 4 3 8 - 5 3 4 1





w w w . H S X . c o m ( 8 0 0 ) 4 3 8 - 5 3 4 1

w w w . H S X . c o m( 8 0 0 ) 4 3 8 - 5 3 4 1



w w w . H S X . c o m( 8 0 0 ) 4 3 8 - 5 3 4 1





w w w . H S X . c o m ( 8 0 0 ) 4 3 8 - 5 3 4 1

w w w . H S X . c o m( 8 0 0 ) 4 3 8 - 5 3 4 1



w w w . H S X . c o m( 8 0 0 ) 4 3 8 - 5 3 4 1







VII f. New Division NamesHS Healthcare & HS Automotive

HS Healthcare HS Automotive

•Autovations•Motovations•Motorvations•AutoWorks•Transponents•Autonomics•ProAuto•AutoSys•Auto Dynamics•AutoCore•MotoCore•Auto Seating Systems•ProAuto Systems

•ProHealth•Medivation•MediCore•HealthSys•MedComfort•WellWorks•Clinical Comfort•Comfort Labs•ProWell Components•Health Dynamics•WellSupport


Transportation Healthcare

Furniture & Bedding: $252,650.44

Transportation: $64,160.00

Government / Institution

Healthcare

• Furniture: $198,669.44 gross• Bedding: $49,496.00 gross

• School Bus: $44,255.00 gross• RV: $19,905.00 gross

National Correctional Industries Association, Inc.

• NCIA Web site Buyers Guide: $2,500 gross

• $0.00

VIII. Media

CurrentTotal Media Industry Spend

2011/2012


FurnitureMedia Plan

Furniture Today: Full page ad (26x): $7,230 each: $187,980 gross

FT: Conference Sponsorships (2x): $20,000 each: $40,000

BedTimes: Full page ad (12x full circulation): $2,086.50 each: $25,038

Sleep Savvy: Full page ad (4x): $4,458 each: $17,832

Bio-Based Visco Gel Foam




PICTURE A VISCO FOAM

THAT COOLS LIKE A GEL

EXPERIENCE THE SENSATION OF COOLING VISCO GEL.

PO Box128 Hickory, NC 28603 (800) 438-5341 www.preservefoam.com www.hickorysprings.com

©2012 Hickory Springs Mfg. Co.

PreserveVG foam was introduced in 2005 as the world’s fi rst bio-based foam. Today we‘ve become the fi rst to

combine Visco Memory foam with cooling gel in one bio-based foam. Some like it cool! PreserveVG is the only

bio-based Visco foam that incorporates a special gel that provides a more comfortable night’s sleep. Plus, like

all Preserve foams, PreserveVG offers creamier hand, consistent support, and unprecedented comfort.

Contact Hickory Springs at 800-438-5341 and see how we make bio-based PreserveVG foam cooler than ever.

VIII a. Furniture Media PlanFurniture


transPortationMedia Plan

RV PRO: Issues to run: 12X cost per insertion: $3,624.50 package discount = $3,300 gross * Value-Added offer: 4 to 6 page full feature story on Hickory Springs in December issue

RV Business: Full page ad (2x) $5,930.12 each: $11,860.24 gross

RVIA Membership and ½ Page ad (4 x): $4,750 total

DESIGN-2-PART – Tradeshow MagazineMagazine & Show Guide ½ page ad (2x): $1,027.50 each: $2,054

1. JOBSHOP.COM PRIORITY LISTING – You will have a $2,750 Premium/Priority Listing on our on-line search engine – JobShop.com. This $2,750 Premium Listing will be waived as an advertising customer in our magazine. Your six months will start immediately.

2. DIRECT MAIL NAMES – OEM engineering & purchasing names fromourowndatabasewillbesenttoyouinatextfileviae-mail. A selection & criteria form will be completed, and you’ll receive up to 200 names – in your region of choice - that match your selection criteria.

3. ADFLYER–wewilldevelopacustomflyer from your ad to hand out at your booth during any/allshowsthatyoudowithus.Thisflyer will have a customized message thanking the attendee for stopping by your booth, informing them of how to get in touch with you after the show.

VIII b 1. Transportation Media Plan

You can’t feel good about your RV when it makes

your back hurt. That’s why JSI sleeper mechanisms

are designed with a patented Fall-Away Cross Bar that

eliminates mid-back discomfort— and you never have

to blow them up either. Our sleepers also come with

innerspring or foam mattresses in a wide range of

sizes, lengths and depths, complete with a convenient

patented Headlock™ Dual-Locking TV Headrest that

no air mattress will ever match. So contact JSI and

see how our sleepers can help straighten out your

customers’ backs and your bottom line.

JSIA Division of Hickory Springs Mfg. Co.www.jsirvproducts.comwww.hickorysprings.com

21525 Beck DriveElkhart, IN 46516-9723

(574) 262-2399

©2011 Hickory Springs Manufacturing Company

Fall Away Cross Bar

Show your customers you’ve got their back.

RV SLEEPER MECHANISM by JSITHE COMFORTABLE

Headlock™ Dual-Locking TV Headrest

2012 Marketing PlanPresented by Allen Finley AdvertisingRV Products

VIII b 2. Transportation Media Plan

Automotive News: Recommended package: 1/2 page horizontal ad (12x) $5,725 each: $68,700 grossCirculation: 70,006

2012 Automotive News OEM Special Package - All prices are based on a 12x schedule in Automotive News, running in at least 8 of the Supplier Package Discount Issues.Suppler Package Discounts: There are 13 issues that make up this discount package: 1/9, 2/13, 3/12, 4/23, 5/21, 6/11, 7/16, 8/6, 9/10, 9/24, 10/22, 11/5 & 11/19. If your Hickory Springs Automotive ad runs in 8 or more of these issues they receive an additional 15% discount off up to 13 issues.)

Options:

Tabloid 4c Open Gross: $11,99512x Frequency Discount: $10,555-15% Supplier Package DiscountAdjusted Gross Rate Per Ad: $8,972Net Rate Per Ad: $7,626

Total Adjusted Gross: $107,667Total Net: $91,517 Junior Page 4c Open Gross: $9,90512x Frequency Discount: $8,716-15% Supplier Package DiscountAdjusted Gross Rate Per Ad: $7,409Net Rate Per Ad: $6,298 Total Adjusted Gross: $88,903Total Net: $75,567

Half Page 35” 4c Open Gross: $9,00512x Frequency Discount: $7,924-15% Supplier Package DiscountAdjusted Gross Rate Per Ad: $6,736Net Rate Per Ad: $5,725

Total Adjusted Gross: $80,825Total Net: $68,701 1col x 14” 4c Open Gross: $4,55012x Frequency Discount: $4,004-15% Supplier Package DiscountAdjusted Gross Rate Per Ad: $3,403Net Rate Per Ad: $2,893 Total Adjusted Gross: $40,841Total Net: $34,715

2012 Marketing PlanPresented by Allen Finley AdvertisingAutomotive Seating

VIII b 2. Transportation Media PlanAutomotive Seating cont.

A. Recommended package:

12x program – BUY 10 + 2 free! ($49,390 total gross) 12x rate of $4,939 gross for 10 ads. + 2 free ads at the end of the program.

Option - 6 insertions 6x program – BUY 5 + 1 free! - ($26,115 - total gross) 6x rate of $5,223 gross for 5 ads + 1 ad at the end of the program free as a bonus page.

For the 6 time program, the following issues are recommended:

May Wards Auto Interiors Conference issue and conference distribution June Wards Auto Interiors Show Conference coverage July Wards Auto Interiors Conference additional Follow up coverage August Ad Perception Study October Wards Auto Interiors Conference Follow Up December Regular Interiors Coverage

B. e-mail Blast will go to the entire 17,000 circulation. e-mail Blast: 57,000 names $7,058 for the entire list.

C. Interiors Conference for OEM’s Hickory Springs can sponsor their Interiors Conference in May (See attached pdf):

Silver Sponsorship $ 4,000 Gold Sponsorship $ 7,500 Platinum Sponsorship $12,750

Wards Auto World: Circulation: 68,200Wards Auto World Media Proposal - 2012

PO Box 218 • Hickory, NC 28603 • (616) 392-8505 • hickorysprings.com • hickoryspringsauto.com

Hickory Springs’ innovative seating systems are designed to put you in the driver’s seat.Hickory Springs Automotive designs and manufactures engineered seating webbing and

formed wire structures for the global automotive seating industry. The ability to mass-produce

high-quality, innovative metal components has been the backbone of our company for over 60

years. With our CNC capabilities all of our products are highly customizable for any automotive

application. With TS 16949 certifi cation and ISO9001: 2008-certifi ed, we manufacture formed

sinuous wire seat structures, rebond foam seating and a vast spectrum of metal components

for a diverse range of industries and marketplaces, including:

• Border Wires • Tubing• Eyelet Wires • Flex Mats• Rebond Foam• Specialty stamping of any kind

Steer Your Automotive Seating Designs in the Right Direction.

©2012 Hickory Springs Manufacturing Company


VIII b 3. Transportation Media PlanSchool Bus Seating

School Transportation News Full page ad (9x ): $4,460 ($40,140.00 gross)

School Bus Fleet: Full page ad: $4,115 each (6x): 24,690 gross


GovernMentMedia Plan

A. GPN (Government Product News) Special “new advertiser” pricing for the referring full page schedule.

Recommended Package: 6X program in GPN, Standard full page 4c ads for $8,850 gross: $53,100

12X program with Standard full page 4c ads for $7,050 gross each: $23,010

B. GOPRO (Government Procurement) (THIS IS A BI-MONTHLY-6x PER YEAR)

Recommended Package: FULL PAGE 4C ads for the 6X schedule for $3,250 net each, $3,835 gross each.

National Correctional Industries Association, Inc.

NCIAWebsiteTrafficBannerProgram Unique visitors - 3,000 per month Page views - 5,000 per month

Recommended Package: NCIA Web site Buyers Guide Web site: $2,500

Full Banner on NCIA Web site: $7,200

Recommended Package: Half Banner on NCIA Web site: $4,200

VIII c. Government Media PlanGovernment

NCIA Web site Buyers Guide Web site: $2,500

Woven & Non-woven Fiber Products

MattressesConventional Foam

Webbing

WireformTubingInnersprings

IGC SolutionsRICHMOND, VA (248) 881 1843

At IGC Solutions, our greatest innovation is creating components that stretch every dollar to

make contract furniture and bedding products more durable, comfortable, and affordable.

Contact ProHealth today to see how a powerful dose of innovation can make all the difference in the long-term health of your business.

Lock Down the Best Products

In the Industry.


HealtHcareMedia Plan

Home Healthcare

12x Full Page, 4c ad program: $3,944 gross (12x frequency level + 15% new advertiser discount)

6x Full Page, 4c ad program: $4,300 gross (9x frequency level + 10% new advertiser discount)

VIII d. Healthcare Media PlanHealthcare

Innerspring mattressesFoam MattressesPressure-Relieving MattressesRecliner Mechanisms

Sleeper Mechanisms PositionersToppersFabricated Foam and Fiber

At ProHealth, our specialty is creating innovative components that maintain a healthy balance between making patients and residents more comfortable longer and keeping healthcare costs down.

Contact ProHealth today to see how a powerful dose of innovation can make all the difference in the long-term health of your business.

Wheelchair cushion parts Bulk Foam StampedWheelchair parts ProHealthPO BOX 128 HICKORY NC 28603

Upgrade Your Condition with a Healthy Injection of Products.


Business NC Magazine

The agency strongly recommends building a presence with Business NC Magazine, which goes to the top 30,000 business professionals throughout NC each month: CEOs, CFOs, COOs, IT Managers, IT Directors, Marketing Directors, VPs of the very best corporations in NC.

Half-page full-color ad 30,000 circulation $3,313 per insertion x 12 months $39,756 annually

IX. HSX: Corporate Media PlanNew Parent Company


A neW erA OF innOvATiOn HAS begun.Over the past year, Hickory Springs Manufacturing Company has

laid the groundwork for a company-wide realignment strategy

to position itself for a new era of growth and diversification for

the future. As a result of this company-wide realignment, we have


This new company will oversee the operations, allocation of

resources and new business development of Hickory Springs

and its subsidiaries. Hickory Springs will continue to operate in its current structure;





W O R L D W I D EMakes Everything Better.

• New logos (4) / names (3) / taglines (2)• Identity package • Advertisement (5)• e-mail blast• Web site (4)• Media placement• Re-branding subsidiary Web sites, print ads, pocket folders, and logos.

X. Creative Budget 2012 Marketing PlanPresented by Allen Finley Advertising

• New logos (4) @ $2,100 each New Company Name Taglines (2) @ $1,200 each

• Identity Package: (letterhead, business card & envelope (2) @ $1,200 each

• Advertisements (5) @ $6,500 each

• e-mail blast - artwork copy & layout @ $1,200

• Web sites (4) @ $2,400 home page each + 200 per internal page each

• Truck design @ $2,100

• PowerPoint templates (2) @ $1,200 each

• Re-branding Subsidiary Companies: Existing print ads - change to new HS logo & tagline @ $180 each

• Press Release:

A. $600 - basic information provided by client, no phone or in-person interviews (extrapolate quotes from basic information meeting)

B. $900 - basic information provided by client, with phone or in-person interviews (quotes)

C. $1,200 - from scratch research for all information, phone or in-person interviews (quotes)

• Trade Show Booth Design: $2,100 Includes final mechanical and production management with printer

• New Corporate Pocket Folder @: $2,100 + printing Printing (tbd) - depends on quantity, an estimate is provided before any printing proceeds.

X. Creative Budget 2012 Marketing PlanPresented by Allen Finley Advertising

I. Situation Analysis Here we will describe the task given to us. Our task is two-fold:

1. The Company would like us to create a new “Parent Company” entity toallowdiversificationoutsidetheauspicesoftheHickorySprings name. This includes a new company name, logo, identity, tagline, Web site, identity package, PR, advertising media plan and print advertisements. This will enable the company to conduct business in other areas outside the core capabilities established by Hickory Springs without limiting the company’s ability to diversify outside of manufacturing component parts.

2. The Company wants to re-brand Hickory Springs’ current company logo, identity, tagline, an individual branding strategy for its core competenciesandthreeofitsextended,diversifiedmarketsincluding; Transportation, Government & Healthcare. Develop comprehensive advertising and media placement to promote products in each area.

II. Objectives

• Establish the HSX Worldwide brand identity and brand strategy. • Raise awareness of the HSX brand. • Create a unique selling proposition for HSX Worldwide and all its divisions. • Build HSX’s brand recognition in every marketplace it serves, both now and in the future. • Re-brand Hickory Springs as an innovative furniture and bedding supplier.

III. Mission Statement (for the new “Parent Company”)

The mission of HSX Worldwide is to be the best company in the world by satisfying our customers, employees, stockholders and local communities through exceptional service, innovative products, clear communication, environmental stewardship and the highest ethical standards in all our actions.

XI. Summary 2012 Marketing PlanPresented by Allen Finley AdvertisingWritten Report

IV. Strategy: A. Rationale for choosing the HSX name. The HSX Worldwide name was chosen to combine the legacy of Hickory Springs with the experimental and entrepreneurial nature of the new parent company.

“HS” pays tribute to the foundation upon which the company was built. The “X” stands for the exponential potential of the company and its individual divisions; its ability to cross over to different industries, markets and core competencies; to crossbreed new innovations, and disciplines with the experience of its core competencies; and for the ability of the company, its products and services to stand at the crossroads between technology and design. “Worldwide” communicates the depth and breadth of the company’s scope, reach and service area.

B. Simplicity is the ultimate sophistication. By keeping your brand identity, positioning and promise simple, you make it easier to consistently communicate your brand in every marketplace, product and marketing material, regardless of the market or the medium in which it appears.

What does HSX Worldwide make? It makes everything better. HSX Worldwide makes quality better. HSX Worldwide makes performance better. HSX Worldwide makes affordability better. HSX Worldwide makes service better. HSX Worldwide makes delivery better. HSX Worldwide makes products better than the existing product offering in each individual marketplace. HSX Worldwide makes better improvements to products your customers currently use.

This strategy implies that HSX Worldwide’s innovation elevates the quality and qualities of everything you manufacture, design and supply.

XI. Summary 2012 Marketing PlanPresented by Allen Finley AdvertisingWritten Report cont.

This simple strategy should be communicated by and through every communication and every point of contact HSX Worldwide and its divisions have with its customers, both existing and potential.

Remember: good brand advertising sells the product; good product advertising sells the brand.

V. Visual Materials - New Parent Company • New parent company name / logo / tagline • Identity package • Teaser & introduction ads (2) • e-mail Blast • Web site • PR campaign • Re-branding subsidiary Web sites, existing print ads, and logos.

VII. Re-branding Hickory Springs Manufacturing Company Your unique selling proposition for Hickory Springs is innovation — the process of making something better. Your ability to take the things you have learned from your existing product lines and marketplaces and cross over to new marketplaces, product lines and industries. Your ability to study, engineer, reverse-engineer, design, improve and createnewideas,featuresandefficiencieswithinexistingproducts, systems, services and marketplaces.

Given this unique selling proposition, we’d like to build the Hickory Springs brand identity upon one simple strategy: “Tomorrow’s Innovations, Today.”

ThispositioningdefinesHickorySprings’focusoninnovationaswell as it never-ending product advancements. Its advertising will target the furniture and bedding industries only. This singular focus creates adistinctivemarketplaceidentityforHickorySprings.Otherdiversified markets such as, Transportation, Healthcare and Government that were under the Hickory Springs Company umbrella will now be

XI. Summary 2012 Marketing PlanPresented by Allen Finley AdvertisingWritten Report cont.

subsidiaries of HSX Worldwide. In marketing and advertising, each subsidiary will now use their individual divisional logo, in effect creating separate subsidiary companies apart from Hickory Springs. Visual Materials • Re-branding Hickory Springs Manufacturing AD • Revised logo & new tagline • Revised Web site • PR campaign • Re-branding subsidiary Web sites, existing print ads, and logos with new parent company tagline.

VIII. Initial Branding of Government, Healthcare. • New company name & logo for HS Healthcare and HS Automotive • New logo for IGC Solutions • Identity package (1 each) • Introduction ads (1 each) • Web sites (1 each)

IX. Media Plan • Furniture Industry - Divisional advertising (furniture & bedding publications)

• Transportation - RV industry (JSI) - Automotive industry - New division name (change HS Automotive) - Bus seats (Triad Fabco)

• Government - IGC Solutions

• Healthcare - Healthcare - New division name (change HS Healthcare)

XI. SummaryWritten Report cont.


XII. Biography

Allen G. Finley, III

AllenFinleyistheagency’sownerandpresidentaswellastheownerofthefirm’s9,000square-foot headquarters in downtown Hickory. He graduated from UNCC and CPCC Charlotte in 1981 with two degrees in Graphic Design/Marketing, and Photography, then worked as Art Director for two agencies in Charlotte and Hickory prior to founding AFA. Finley has overseen the growth of the agency to $8.7 million in capitalized billings while maintaining a reputation for creativity, winning over 220 CLIO, ADDY, BMA, TELLY, DAVEY, Silver Microphone and PICA Awards since the agency’s inception. He is also extremely active throughout the community - listed below are some involvements.

• “Business Person-Of-The-Year” - Chamber of Commerce (2002) •CertifiedinStevenCoveyInstitute7HabitsOfHighlyEffectivePeople • Assistant Governor for Rotary District 7670 (2001 - 2003) • United Arts Council Board Member; United Arts Fund Chair – surpassed $230,000 goal • Lenoir-Rhyne University Board Of Visitors • Past President Hickory Rotary Club, 2000-01; 2009–10 • Rotarian IDOL Chairman (2010, 2011) – have raised $100,000 • Past President Hickory Community Theatre - Winner of HCT Volunteer-Of-The- Year Award 1995 - Winner of 2004 SCTC Best Play in Southeast - “ART” (lead actor); -WinneroffiveKAYactingAwards;KAYAwardsemceethreeyears • Harper House Hickory History Center - Marketing Chairman (2002) • Nominated for Businessman-Of-The-Year by Jaycees (1994) • Hickory Community Theatre Cruise Give-A-Way Chair (2 years) – Sponsored (4) HCT Plays • St. Luke’s Methodist - Marketing Chair for $4.6 million sanctuary; President of Koinonia Class 2003-04 - Marketing Chair for $2 million Capital Campaign • Design donations: -AFLA(Aidsbenefit,annually);CatawbaScienceCenter - Hospice, Habitat, Western Piedmont Symphony - Hickory Choral Society 25th Anniversary; 30th Anniversary - Philippians Foundation; Rotary; YMCA • Emcee for Hickory Museum of Art – “Friends Of The Museum” (4 years) • Emcee for Rotary Club Telethon (5 years) - Rotary Club Benefactor (over $1,000) • Emcee for Carolina Moonlighters (2 years) • Emcee for Unique World Gifts Annual Meeting (2002) • Emcee for March of Dimes Annual Meeting (2 years) • Emcee for The Chamber’s Annual Meeting (2002, 2004) • Emcee for Heart Association – 2003-06; Co-Chair – 2006 ($220,000 goal) • March of Dimes Walk-A-Thon Chair (2003) • Sang Bass in Tradewinds quartet (#4 in Southeast District) 14 years • YMCA Co-Chair of Annual Support campaign ($225,000) – 3 years; YMCA Benefactor ($5,000 +) Board member nine years • Guinness Book of World Records holder - double’s tennis – 50 hours 8 minutes Nov. 2008 • Lead Singer for 20/20 rock / pop band

2012 Marketing PlanPresented by Allen Finley AdvertisingAllen Finley Advertising

Tom MartinVice President / Sales

With more than 20 years experience in sales and marketing with senior level positions, Tom Martin has represented a broad variety of B2B and B2C accounts ranging from the automotive, sporting, entertainment, manufacturing, political, furniture, healthcare and restaurant industries. His areas of experience and knowledge include brand marketing, B2B and B2C sales strategies, sports marketing, radio advertising, social, print, radio and TV media placement, Web site design, photography and artist representation.

After graduating from Villanova University in 1988 with a degree in Communications, Martin began his pursuit of a Masters Degree between traveling with the legendary Beach Boys. His career path led him to Global Entertainment Organization based in Santa Monica, California. Martin was responsible for organizing and implementing severalfundraisingeventstobenefittheProjectTeachScholarshipprogram.Hecoordinated a number of fundraising activities that would include a number of nationallyknown recording artists including the legendary Beach Boys and Chicago (the band).

After moving to Hickory, NC in early 1991, Martin became a staff reporter at the Hickory Daily Record newspaper. Soon after he became an advertising agency Account Executive. In addition to servicing a wide range of clients, he also served as the Executive Director for the South Atlantic League Class A 1994 All-Star Baseball Festival at L.P. Frans Stadium in Hickory.

As Vice President at Allen Finley Advertising, Mr. Martin oversees a number of functions including, writing marketing plans, media placement, production management, photography supervision, Web site creation, sales and marketing. He coordinates much of the agency’s new business development as well as handling several of the agency’s most prominent accounts, including: Hickory Springs Manufacturing Co., Dale Jarrett Racing Adventure, Beach Boy Al Jardine, Dr. Ray Pate at Catawba Valley Dental and Paragon Casual Outdoor Furniture Company.

Mr. Martin is also active in the community: • University Christian High School – Asst. Basketball Coach (2010-present) • YMCA – Basketball Coach, Flag Football Coach, Baseball Coach (2005 – 2009) • Hickory Day School – Board of Trustees, Vice Chairman (2002 – 2008) • Hickory Recreation – Baseball Coach (2001 – 2008) • Caldwell Community College - Adjunct Professor of Philosophy (1993 – 1997) • Philippians Foundation – Board member (1994 -1996)

XII. Biography 2012 Marketing PlanPresented by Allen Finley AdvertisingAllen Finley Advertising

Mark DysonArt Director / Macintosh Specialist

Mr. Dyson is a 1996 graduate of the International Fine Arts College in Miami, Florida, specializing in a Computer Graphics degree, with concentrations in desktop publishing, videography, and animation.

Mark brings to AFA diversity of experience in the visual arts including graphic design, desktop publishing, photography, computer animation, videography, video editing, HTML XML, PHP, Flash, CSS, JAVA coding / Web site design, and SEO implementation. He has worked as a computer graphic designer for Bodner Advertising in Miami, Florida, and Light Productions of Hickory, as a grip, setting up and positioning the camera and lighting for video shoots.

Mark is also the winner of ADDY and BMA advertising/design awards, including the dozens of BMA Charlotte “Best-of-Show” in 2007, national TELLY and DAVIE Web design awards.


Manny NeffArt Director

Mr. Neff is a 2008 graduate of the Living Arts College in Raleigh, North Carolina, specializing in Digital Advertising and Design, with concentrations in internet technology, desktop publishing, photography, animation, audio and video editing, and business marketing.

Manny brings to AFA a graphic design element that is fresh and new, and is experienced with many forms of digital media. He has worked as Senior Designer for BLD Science in Garner, North Carolina, and has done work for French | West | Vaughan in Raleigh, North Carolina.

Manny is also the winner of two ADDY advertising/design awards.


XIII. RecognitionsAllen Finley Advertising


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Market Plan 2012

Documents

Transcript of Market Plan 2012