Iran and ItalyTools for getting closer

November 2015

Contents

Mana Payam Public Relations (Teheran)The Story Group (Milan)

Collaboration AgreementContacts

November 2015

Mana Payam

Public Relations

Localizing World-class

Communications Standards and

Adjusting them to Iran’s Needs

Our Principles

• Honesty

• Transparency

• Interests of all stakeholders - clients, employees,

and all parties with whom we interact.

• Striving to become a model for best practices in all

areas of our business

Mana Payam Public Relations is a consultancy firm

based in Iran that provides its clients with the most

reliable and modern Public Relations &

Communications counsel, allowing organizations to

develop effective communications and relationships

with all their audiences and not just consumers.

We first develop a thorough understanding of how you

fit in your industry and the key points that differentiate

you, your brand and products with your competition,

and then we plan and implement strategic and

comprehensive public relations and marketing

communications campaigns that get you closer to your

business objectives.

Our ServicesOur Services

• Communication Strategy & Planning• Internal Communications• Investor Relations• Trade Communications• Community Relations• Crisis Communications• Corporate Social Responsibility

Corporate Communications

Media Relations

• Press Releases & Articles• Press Conferences & Press Tours• Media Monitoring• Interviews

Marketing Communications

• Integrated PR & Marketing Communications• Digital Communications• Product Launches• Loyalty Campaigns & Customer Retention• Sponsorship Programs• Events• Fundraising

• Content Development

• Content Marketing

Brand Development

• Brand Strategy & Value Creation

• Brand Identity Design

• Reputation Management

Social Marketing

• Digital & Social Media Communications• Guerilla Marketing & PR• Word-of-Mouth

Content Curation

Why you need an Iranian PR firm?

• BUILD Relationships with Iran’s Mainstream Media

• EYES Wide Open

• LOCALIZE Your Brand’s Story to Touch the Hearts of Iranian Consumers

• TAP into Iran’s Social Media, on par with the Rest of the World

• ACCESS the Best Third-Party Service Providers

• REACH Iran’s Influencers and Opinion Leaders

Our Team

Coming from an engineering background, Arash moved

to PR consulting following completion of three graduate

programs of Management, Marketing, and Public

Relations at McGill University, Canada. After serving

clients such as Nortell Networks, and Promis Non-profit

in Canada, Arash relocated to Iran to fill the void in the

communications industry and started ManaPayam

Public Relations. In addition to the many tasks of

running a consulting firm, he serves as the main

consultant and strategist on all company projects.

Ali has spent several years in the IT industry in San

Francisco and Silicon Valley. His experience at several

startups pushed him to work closely with the Marketing

and Public Relations departments in applying his

problem solving skills in areas beyond information

technology. Teaming up with Arash in starting Mana

Payam Public Relations, provided him the opportunity

to bring his experience, especially in the worlds of

digital and online communications to the company.

With a Masters degree in Communications and

extensive hands-on experience in Iran, Yalda serves as

a capable strategist and project manager in all aspects

of PR & Communications consulting at Mana Payam.

Before Mana Payam, Yalda was acting as a project

manager and analyst in one of Iran’s main marketing

research firms, and teaching several related courses at

various learning centers in Iran. With Mana Payam, she

has been serving many clients in many different

industries.

Arash Vafadari – Founder, Managing Director

Ali Ghaffari – Founder, Senior Consultant

Yalda Farivar Sadri – Partner, Senior Consultant

Aida comes from a background in journalism with several

years of writing and reporting at Hamshahri, one of Iran’s

main daily newspapers. Additionally, she has been

involved with several other publications such as

Chelcheragh and Docharkhe. Ever since joining Mana

Payam in 2010 as a media relations specialist and a

content strategist, she has been involved in numerous

related campaigns for clients and today she leads the

company’s Media Relations department.

With a degree in Graphic Design and Visual

Communications and years of experience working with

different advertising agencies as a designer and art

director, Parinaz joined Mana Payam in 2011.

Understanding the various marketing and

communications challenges clients face, she is now the

head of design department in charge of the visual

elements of client communications needs

With a strong zest for knowledge and achievement,

Tandis has begun and followed her professional career

in communications industry.

Coming from a background in content and copy writing,

she graduated from Vije School of Advertisement

Management a top student and joined Mana Payam as

an assistant project manager. Now, as a strong member

of our team, she has become a capable project

manager, assisting our clients with devising, planning,

and managing the implementation of their marketing

communication campaigns.

Tandis Bahri – Marketing Communications

Parinaz Tayyeb – Head of Design

Aida Aboutorabi – Media Relations

Roozbeh joined Mana Payam as a systems and software analyst and soon began running the company’s Media Monitoring department. With a degree in pure mathematics from Iran’s top university and years of experience in systems analysis, consulting, digital mapping and software development, Roozbeh is an essential member of the team, designing, developing and running the tools essential for media monitoring and content analysis.

Leila holds a Master’s degree in Curating; a subjectthat facilitates audience engagement and dialoguethrough creative means. Leila’s main focus hasbeen on social studies and has been involved increating and planning numerous cultural projects.With her presence and collaborations with a variedrange of businesses and organizations she has thevital means necessary to build up consumerawareness, involvement and to positionorganizations as a productive corporate citizens.

With a background in journalism and years of experience as a Communications specialist Saeed has worked with many notable Iranian companies. He was the Communications manager at SolicoGroup; one of Iran’s largest meat and dairy holding companies before joining Mana Payam in 2014. Saeed acts as a link between clients and agency, coordinating Mana Payam’s projects and campaigns and therefore communicating clearly to all those involved. Saeed understands client’s needs and objectives and liaise closely with them throughout their projects.

Leila Sajjadi – Social Media

Rouzbeh Shahrestani – Head of Monitoring

Saeid Raee – Account Executive

Our Clients

Some of our other past and present clients

Some of our other past and present clients

Iranian Business School

Firouzeh Investment

Tehran University

Firouzeh Investment

The largest foreign fund manager in the Tehran Stock Exchange, Firouzeh is an investment and

consulting firm with a focus on stocks, offering mutual funds for foreign and domestic investors.

• Developing company’s long-term communication plans

• Launch plan for domestic mutual fund and financial products

• Overseeing design, content writing and implementation of company and mutual fund websites

• Maintenance of website news and user content

• Design and content of company communications material including brochures, stationery, investment handbooks,

newsletters

• Planning, management and media relations for all events, including yearly foreign investors visit to Iran, presence in yearly

“Bourse, Bank, and Insurance Expo” in Tehran, and investment seminars

• Design and implementation of event communications materials including booths, brochures, stands, posters, flyers,

welcome booklets

• Planning and management of press conferences (media selection, invitations, media kit, venue set up and management)

• Training members of management for speeches and interviews

• Creating and placing company press releases in Iranian online and offline media

• Media monitoring for news related to Firouzeh, the investment industry and competitors

• Media planning for advertising campaigns

• Overseeing design and implementation of advertisements

• Consulting and managing company’s philanthropy activities

Tehran University

The Faculty of Fine Arts at Tehran University, holds one of the largest international conferences on

Architecture and Structure and Spatial Structures in the Middle East, Hosting over 1400 visitors, 28

foreign and 56 Iranian speakers, 20 workshops, 5 contests, and over 80 companies, from the

private and public sectors, participating in the exhibition area.

• Planning for all conference activities

• Planning and setup of all event committees

• Communications strategy planning for gaining support and creating news

• Providing communications and design support to all committees from sponsors to logistics

• Planning a comprehensive media relations strategy for the event

• Building and maintaining relations with 12 major industry magazines for publishing before and after event materials

• Planning and organizing 4 press conferences, before, during and after the event

• Organizing several newspaper, radio, and TV interviews for key event directors before and during the event

• Planning and implementation of social media presence, creating buzz and building relations with fans

• Managing the media center during the event, providing news, logistics, and access to independent journalists present at the

conferences

• Creating relationships between the University and related NGOs and used it to promote the conferences

• Managing a team of 165 staff, paid and volunteer, active in 8 different committees and overseeing their work

Damavand Mineral Water

Launch of a Fluid Intake study by the Nutrition Institute of Beheshti University sponsored by

Damavand and organizing a seminar to share the findings of the research with the public.

• Planning and management of the main event

• Design and implementation of all event communications materials (booths, brochures, stands, posters, flyers, invitations,

certificates of appreciation, folders and envelops, event program)

• Identifying and inviting key opinion leaders related to Damavand’s objectives and cause

• Identifying and inviting key media representatives

• Planning and management of a press conference (media selection, invitations, media kit, venue set up and management)

• Training members of management for speeches and interviews

• Selection of event speakers and reviewing/editing of presentation materials

• Managing the media center during the event, providing news , logistics, and access to independent journalists present at the

conference

• Creating and placing press releases before and after the event

• Creating and placing a report of the research findings in major magazine

• Media monitoring

sheypoor.com

Launched in August 2013, Sheypoor.com is a classified ads website.

• Consultation on branding and marketing strategies

• Development of a long-term communications plan

• Overseeing design and implementation of website

• Creating all website communications content

• Planning and implementation of website launch campaign

• Planning and implementation of direct communications campaigns

• Design and content for all company communications material including brochures, stationery, newsletters

• Planning for social media presence - launch, content and maintenance of Sheypoor’s Facebook page

• Creating and designing support material for Sheypoor’s sales team

• Media planning for advertising campaigns

• Overseeing design and implementation of online and offline advertisements

Born to tell your story

Born to tell your story

Lifonti & Company, Cabiria BrandUniverse and Social Content Factory. Relation building, branding and videostrategy.

Together we form The Story Group.A team of constantly evolving communicators, born to tell best corporate and brand

stories using all contemporary storytelling tools; words, images and videos.

We raise the value of a brand and develop corporate reputation.

We start from stories and contents to decline and distribute across all stakeholders’ touchpoints: proprietary content publishing platforms, media relations, social media

and digital PR, sales and service materials, events, packaging, corporate and brand advertising.

Because reputation and growth come from a story and the ability to share it properly.

You are the message. We tell it.

Services holding with control shares

Consumer, Corporate, Employee Branding & Communication.

Caring for every aspect of the brand: from creation to evolution over time. From the

most strategic applications to the daily ones.

Planning, creation, production and distribution of video contents.

Corporate campaigns, ADVdocumentary, pranks,

web formats.

Institutional, financial and business communication.

Digital and traditional media. Client oriented.

100% reliable. Independent.

Every company is a media company.Every campaign is an integrated campaign.

COMPANIESBRANDPRODUCTSSERVICES

SALES and SERVICE NETWORK

physical and digital

Offline and online MEDIA +

blogger

CLIENTSCONSUMERSSTAKEHOLDERS

ReputationOpinionConsensus

Interaction - Experience

Knowledge - Referral

PurchaseLoyaltyCross selling

Lifonti & Company

Institutional, financial and business communication.

Traditional and digital media.

Client oriented. 100% reliable.

We are an independent public and institutional relation agency, completely Italian owned, specialized in relationship with stakeholders and opinion makers/influencers, mainly through media. Our professional expertise allows us to be partner of complex organizations and to deal with complex situations and market challenges, where changes and transformations rule.

Lifonti & CO is facing and driving the ongoing evolution from traditional to digital interactive communication.

Lifonti & Company

Our strength is the mix of different abilities integrated through a

punctual and meticulous project management.

We offer our clients the benefits of a structured agency without the

disadvantages of bigger companies.

Our strengths: • Independence

• Solid relations with media

• Senior Team of specialists with deep expertise

in corporate and financial communication

• Ability to analyze the context

• Integrated communication skills

• Comprehension and management of the evolution toward

the interactive digital (social media, digital publishing,

video contents)

Cabiria BrandUniverse

Creative instinct and multichannel agility for successful brands.

A successful branding is able to transform a company or a product in a brand. In this way we generate value, guaranteeing the right place into the consumer mind and the possibility to distinguish yourself in a competitive scenario.

Cabiria BrandUniverse

Branding

Our work take into serious consideration that every company, client or product is a brand, with its values, code and public. Coming into empathetic contact with a brand means to be able to spread and communicate in an effective and incisive way. For this reason all our projects are brand oriented.

Multichannel communication

A strong brand uses every channel in a recognizable way and with a distinctive language.

Internet, social media, packaging and store: in Cabiria we study the best solutions to make you brand live on every channel, developing excellent relations with its public.

Employee branding

In Cabiria we take care of the internal communication of the companies with the aim of involving and turning every human resource from employee to ambassador.

We support the board and the management of the companies when they decide to share a strategic change of course, by planning and carrying out concrete actions.

Branded environment

Our clients are aware that the 65% of purchase decision is taken into the store.

Product communication and customer experience are essential for the clients and rewarding for the brand.

Creativity is the main ingredient in our projects, it responds to the brand and its code. Creativity is not an aesthetic exercise but a medium itself which should fit the multiplicity of channels.

Social Content Factory

Social Content Factory was created in 2013 from the experience in storytelling in old and new media and from the need to offer web-suited media products, built with an ad hoc language and exploiting the potential of intermedia communication.

• We are a creative entity specialized in conceiving, creating, strategically planning, distributing and measuring video-centered campaigns.

• We answer the need of offering new, effective and adaptable forms of communication.

• We create complex market strategies focused on content, context, relations and sharing to achieve the stated objective in most effective way.

THE ONLY WAY

TO GET POSITIVE ATTENTION

IS TO OFFER GREAT CONTENTS----------------------------------------------

CREATED TO BE SHARED

Senior team

Directly selected by the top management, entitled to handle delicate and complex situations. Senior profileswith experience in consultancy, media, institutions and companies. Ability in handling top relations and networking with the institutional, media and business industry.

Diego Lifonti

President L&Cand CEO The Story Group

Before starting Lifonti & Company in 2006, he hasacquired a strong background in managingcommunications strategiesfor large companies in different sectors as CEO of Burson Marsteller Italy and afterwards as Head of External Relations for Banca Monte dei Paschi in Siena (the oldest bank in the world and one of the biggest in Italy) during MrFabrizi Presidency periodtill April 2006 .

Luca Ricci Maccarini

Vicepresidentwith responsibility on Organization and Customer relationship.

Previous experiencesin Burson-Marsteller and Ketchum, Mr. Ricci Maccarini has acquired a strong track record in communicating financialoperations (IPO, M&A etc), as long as corporate communications expeciallyin the banking and energysectors.

Stefano Caratelli

Vicepresidentwith responsibility on Media contacts and relations.

Journalist with more than35 years of experience in the italian information and communication scenario. He worked for 13 yearsin Reuters Italy bothguiding the Rome editorsteam and then the entirecompany in Italy (from Milan office).Afterwards he alsomanaged media relations for important italiancompanies .

Alessandro Pavesi

Vicepresident with responsibility on financialcommunication

More than 30 years’ experience in pubblicrelations and corporate communication for important italiancompanies such as Pirelli, Credito Italiano, Olivetti, Ina Assitalia and the ItalianStock Exchange. He hasbeen also spokeperson for the Treasury Minister (Mr. Piero Barucci) and for Mr. Draghi during its periodwith Mr Ciampi and Mr. Amato governments in 1992-94.

Alberto Guglielmone

Head of strategic business development & Innovation

Consistent and multifacetedexperience in marketing management for Local and International companies (Bertelsmann, Intesa SanPaolo, Samsung, Acer) in the last 10 years specificallyfocused on International Business development and in coordinating paneuropeanprojects. He speaks fluently 4 languages and has an extensive networking in the business, lifestyle industry in Italy and abroad.

Track record

Some case histories (Italian Clients)

For Banca Popolare di Milano, one of the oldest and biggest banks in Italy, we have ideated and implemented a comprehensive integrated communication plan across 2015 to celebrate 150° Bank’s Anniversary. This plan has been awarded by Assorel as one of the best in 2015. Activities ranged from social media management, local events, media relations, branding and interior design of Casa BPM (an event location inside the bank open to various initiatives).

For the largest food retailer in mobility we’ve studied a set of communication activities to support the launch of its new flagship store «Il Mercato del Duomo» in central Milan. A series of events (press conference, preview and opening party with more than 900 guests) complete social media management across the whole year and a web serie production to raise engagement..

Prysmian is the worldwide leader in energy and telecommunications cables. For them we have settled a complete company pubblishing system for the shareholders and the stakeholders (handbook, sustainability report, annual report) . Concept and Content marketing creation for the Prysmian magazine Insight( digital and printed) . Corporate Video and a brand new corporate advertising campaign to support the fiber optics business line.

Sorin Group recently merged with US Cyberonics, forming one of the largest byomedical group . We worked for them for a media relations campaign to sustain «MedTech in Italy» project (enhancing med tech as an italian excellence) made of a dedicated pubblication a conference to present it and a series of internal communication activities to spread the message.

Foreign Clients’ case histories vs Italian business community

The Group has chosen L&C to support its entrance into the Italian Energy market just after the acquisition of the Spanish company Endesa. For them we’ve handled media relations and an internal communication project to spread the new identity to more than 2000 employees .

We’ve handled media relations profile of President Mr. Dieter Rampl after the complex situation of the transition perioddue to the departure of CEO Mr. Profumo, handling governance issues and relations with international stakeholders and investors.

We’ve helped the President of the bank Mr. Renato Clarizia in the difficult challenge of restoring transparency and trust to the financial market place of the little Repubblic of San Marino towards international financial business community.

Deutsche Bank has used L&C to establish and raise the reputation of the new Management in the scope of building again a partnership with the Italian industrial/business community within the framework of a support to the local economy (SME’s)

The traditional USA Insurance Brand has worked with Lifonti and Co. to raise the brand awareness and its consolidatedapproach to protect family lifestyle by using its innovative products/services targeted to families and savings.

Corso Italia, 8 - 20122 Milano (MI)Tel. 02/77.888.71

www.thestorygroup.it

www.lifonti.itwww.cabiriabrand.com

www.socialcontentfactory.it

THE STORY GROUP SIGNED A CO-OPERATION AGREEMENT WITH MANA PAYAM PUBLIC RELATIONS, THE LEADING IRANIAN AGENCY OF INTEGRATED COMMUNICATIONS.A DEDICATED IRAN DESK BASED IN CORSO ITALIA 8, MILAN WILL BE LAUNCHED TO SUPPORT COMMUNICATION AND BUSINESS DEVELOPMENT OF ITALIAN BRANDS AND COMPANIES IN IRAN.

The desk will connect the communications and marketing functions of the Italian companies to Mana Payam, which in turn will act as a link between The Story Group and institutions and corporations from Iran aiming to develop relations with Italy.The agreement was already presented to Italian and Iranian institutions at the occasion of a road show of Mana Payam organized in Italy by The Story Group.The Story Group is the sole Italian communications agency that attended the recent Europe-Iran Forum in Geneva.

Iran Desk in Italy :

Alberto GuglielmoneThe Story GroupCorso Italia 8 - 20122 Milano alberto.guglielmone@thestorygroup.it

Tel: +39 02-7788871

Italian Desk in Iran :

Arash Vafadari Mana Payam Public Relations

No.38, Golfam st. Afriqa blvd.Suite 501 Tehranvafadari@manapayam.com

Tel:+98 21 26214335