NATIONAL BIRTHDAY | CELEBRATING 12YRS Please be aware this is a national promotion and participation is mandatory.

RATIONALE - CELEBRATING 12YRS - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - This year Nutrition Warehouse is celebrating 12 years of changing people’s lives and helping them achieve their health and fitness goals. To celebrate we are having a 20% off store-wide sale for 2 days only*. This is a time to reflect on how far we have come as a brand, team and business and give back to our customers that have supported us over the past 12 years. SALE DATES - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Key promotion dates are as follows:

Promotion of posters in gyms, businesses: Tuesday, 4th August 2020 In-store POS Placement & Decoration: 3pm - Friday, 7th August 2020

Store Fri Fri (3pm) Sat Sun Mon

VIC Stores

The Galeries

Hunter Connection Closed Closed

Melb City, Bris City, North Sydney

Closed

All other stores

OFFERS/DEALS - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

1. 20% off Storewide (Not in conjunction with other offers or packs) 2. 20% off all gondola deals

• Posters will be uploaded to the artwork portal for stores to switch their current Gondola A4’s to.

PRIZES - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Over $10,000 in prizes are up for grabs to be won. Customers will be entered into the draw by shopping the sale and posting their sale haul on Social media (Instagram or Facebook) with the hashtag: #NW12BDAYSALE Stores are to encourage all staff at the checkout to post their sale with the hashtag for their chance to win. Head office will notify 12 winners in 12 days to maximise exposure and engagement. Prizes include supp packs from: Optimum Nutrition, EHP Labs, BSN, ATP Science, Rule 1, Genetix, Anabolix, bRAW, Max’s, Maxine’s, Switch, Applied Nutrition, Black Magic.

CUSTOMER COMMUNICATION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Ensure you thank customers across the weekend for their support and for helping us to reach our 12th year. 12pm – 3pm Friday: The email announcing the sale to our rewards members is sent at 12pm Friday. As customers enter the store during the 3 hours before the sale is announced live to the public (3pm) greet them as per the following:

“Hi, are you a My Active Rewards member?”

Yes No

“Ok, well our My Active Rewards members receive exclusive early

access to this weekend’s National Birthday Sale, so if you sign up today I can give you the 20%

discount plus as a member you can earn points and get access to

the latest deals...”

“Perfect, we are actually offering exclusive early access to our National

Birthday Sale for rewards members, so you will receive 20% off your purchase today,

is there anything I can help you with?”

IN-STORE COLLATERAL - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - You should have received your A3 posters and promotion pack by Monday the 3rd of August. The majority will be from Star track, or Fastway. The following stores will receive theirs on their ITO:

Brookvale, Campbelltown, Fyshwick, Hornsby, Hurstville, North Sydney, Browns Plans, Jindalee, Ashmore, Burleigh, Springfield, Bankstown, Blacktown, Castle Hill, Fairfield, North Lakes, Rothwell, Wodonga

Your pack-up will contain:

• 20 x A3 Sale Posters • 4 x 10m lengths sale bunting (Do not throw away, these are to be re-

used for all sales going forward)

Artwork Portal Material:

• A4 Birthday sale posters (If you require more than the 20 supplied) • Gondola deals A4 posters • 20% off shelf talkers (Place evenly all around the store) • 20% off pricing breakdowns

Please ensure you display the Birthday Sale posters in positions where they will achieve the highest exposure. Approach local Gyms, Fitness Clubs/Groups and Health Food Stores to display from Tuesday onwards.

• Sale Bunting (Do not throw out after the sale, ensure you keep neatly folded up in a safe place for future sales)

• Balloons: 2 x packs - Red 2 x pack - White

A4 (On the Portal) A3 (Sent to Stores)

DECORATIONS

POS PLACEMENT & MERCHANDISING - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Stores are required to remove clutter in stores. Please take down all unnecessary posters, counter cards and any others offers If you have Gazebos, Banners and Flags please place these out the front of stores. If possible, set up tasting tables outside with balloons for the sale to gain maximum exposure. Have ambassadors man the tasting table to free up our staff.

Balloons A4 Sale Posters

POS Screens

Flags Tasting Tables

Bunting:

• Each store has 4 x 10metre lengths of bunting to use. • If possible, hang bunting at the entrance of the store for maximum exposure to

people passing by. • Each store is different, but please find some store examples from the O.N. / BSN

Weekend 2019 on how to hang your sale bunting. • If stores require hooks to hang the bunting properly speak to your APC to get this

organised as the bunting will be re-used for other sales. • Store bunting in a safe place for future sales.

AMBASSADORS - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Stores are encouraged to get in touch with their local ambassadors and ask them to help on the day. Lock in times for them to come down. Have a plan organised on how best to use the ambassadors without them taking up too much space in the store. Have them man the tasting table to free up our staff, have the tasting table clean and set up outside if possible. All ambassadors will be emailed by head office on Friday the 7th of August at 3pm with sale content and details, as well as being encouraged to work with their local store on the birthday campaign.

LOCAL AREA MARKETING - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - If you would like to consider further marketing options and/or involve your local sporting/fitness community please feel free to ramp up your campaign activities in coordination with your APC. Ideas include cross promotional activations with local fitness groups, apparel, gyms etc to set up workshops and demos at the event. SOCIAL MEDIA MARKETING - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - The social media schedule will be available shortly. IMPORTANT INFORMATION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

• No extra free gifts are to be given away on the sale day.

• No sample bags are to be done up and given away on the Birthday sale day

• Stores should have received their Birthday Merch Box by close of business Monday the 3rd of August. If you have not received your merch box, please contact: cameron@nutritionwarehouse.com.au

• Store can post their posters in gyms/business from Tuesday onwards

• Do not post anything about the sale on social media until 3pm Friday

PRE SALE HYPE AND SALES SCHEDULE - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

CONTENT PLATFORM TIME DATE Sale posters handed out to gyms/businesses etc • Imperative posters are circulated externally

External 8:00am 4th Aug 2020

Teasers • Increase hype with prize giveaway post

Social/ Store Socials 12:00pm 4th Aug 2020

Teasers continued • Refer to social schedule

Social/ Store Socials 12:00pm 5th Aug 2020

Teasers continued • Refer to social schedule

Social/ Store Socials 12:00pm 6th Aug 2020

Database (Rewards customers) emailed with VIP early access • Send to all NW customers and new sign ups

Email 12.00pm 7th Aug 2020

20% off to be actioned for Rewards customers • Stores to be prepared for VIP customers requesting 20% off

Stores 12.00pm 7th Aug 2020

Early Release of sale to general public (Video) • Post and stories releasing full sale details

Social/ Store Socials 3:00pm 7th Aug 2020

FB Event released across national page and all store pages to share • Stores to share the event on their own pages

Social/ Store Socials 3:00pm 7th Aug 2020

Begin decorating stores • Put up posters, bunting, swap gondola end posters

In-store 3:00pm 7th Aug 2020

Early Release of sale to general public • SMS to all customers releasing full sale details

SMS 3:00pm 7th Aug 2020

Self-shot store videos • Staff to self-shoot stories releasing sale early

Social/ Store Socials 3:00pm 7th Aug 2020

Brands/Ambassadors to share sale details • Social media to have contacted EHP All Stars to make aware

EHP Labs 3:00pm 7th Aug 2020

Continue social posting • Social Media to continue sale posts throughout weekend • Stores to continue self-shot sale call outs for Sat and Sun

Social/ Store Socials On going 7th – 10th Aug 2020

Last chance - ends midnight • Email sent to drive last chance to save, ends midnight

Email 9.00am 9th Aug 2020

Last chance – Monday final day • Email sent to Vic, city stores to drive last chance to save

Email 9.00am 10th Aug 2020