Managing Perceptions

1. Managing Perceptions

2. Contents • About Us • Marketing Research Capabilities • Public Relations Capabilities • Proven Performance Records

3. Mission Statement Total Commitment & Partnership With Our Clients

4. About us • We are a marketing research and public relations agency, distinguished by its broad range of knowledge and professional accomplishments. • Founded in 1982 • Fully Egyptian, independently owned • Member of ESOMAR, MRS (UK), IPRA (USA), PRCA (UK) and the Egyptian Public Relations Society, I.A.A., and The Egyptian Advertising Association.

5. About us • Reputation • 45 years of working experience. • Financial strength and stability. • Delivering on promises. • Credibility and appreciation by clients and stakeholders. • Investment in skills and training.

6. About us • Team Attributes • Ability of team leaders and confidence in quality of strategic advice. • Experience/ knowledge of the client’s industry/issues. • Ability of team leader to understand and meet client requirements

7. About us • Experience • A group of committed communications specialists who combine creative skills and experience offering a wide range of portfolio services, especially tailored to meet client needs. • We create, plan and implement programs based on client goals and objectives. • Our staff is 100% Egyptian which enables us to fully understand the dynamics of the market as well as adapting global studies to suit local market culture. • All our senior staff is trained by The Burke Institute in Cincinnati, USA and Hill & Knowlton. • All managers have from 10-15 years experience

8. About us Loula Zaklama • World President for International Public Relations Association for 2006. • More than 40 years experience in communications: advertising, marketing research, and public relations. • Member of the Board of Governors, American Chamber of Commerce. • Member of Executive Board International Economic Forum of Egypt. • Member of The Board, International Public Relations Association. • Member of The Board, Gallup International.

9. About us Company Structure President & Managing Director Vice President Public Relations Research Quantitative Research Managers Qualitative Research Manager Manager Senior executives Client service Media relations Account executives Support Staff Field force

10. About us Affiliations • Marketing Research • Burke Marketing Research • Gallup International • Public Relations • Arcay Communications • Pinnacle • The Shamal Group communications

11. Marketing Research

12. Marketing Research • Fully equipped to handle both qualitative and quantitative research • Studies from problem definition to actionable marketing recommendations • Designing the research methods that best answer the research purpose and objects, in the most cost efficient way.

13. Capabilities • Two focus group facilities with one-way mirror, simultaneous translation and sophisticated audio recording system. • 6 professional bilingual male and female moderators, with average 8-16 years experience, with specialization in different projective techniques. • Highly trained recruiters with wide knowledge of the structure of the Egyptian society, as well as its psycho-graphic nature. • Analysis and report writers with majors in psychology and sociology.

14. Client List Marketing Research

15. Client List • Advertising Agencies & Marketing Consultants • 4sight • Equity • Global Consultants • Inspiration • Marketing Mix • Ama Leo Burnett • Impact BBDO • Publicis-Graphics • Saatchi & Saatchi • Fortune Promoseven

16. Public Relations

17. Capabilities • Rada Research & Public Relations offers a wide range of professional public relations services to help clients meet their corporate, brand and communication objectives. • Professional and creative bilingual executives with an average of 6-10 years experience. • Understanding and analyzing client business environment, as well as competitors. • Staying ahead of the latest PR and communications development. • Deep rooted relations with all media in Egypt, established over 30 years.

18. Scope of Service • Communications Consultancy • Corporate Communications • Public Relations to Support Brand • Internal Communications • Public Affairs • Investor Relations • Identifying CSR Opportunities • Media Relations • Clipping and Monitoring Services • Media Training • Issues / Crisis Management • Events Management

19. Media Scene in Egypt • Current Situation • Ratio of publications to the Egyptian population is significantly low • The number of industry specialized publications is very limited • Scarcity in specialized, industry-focused journalists • Lack of sophisticated journalists • PR in Egypt is wrongly perceived (low industry awareness) • Confusion between paid advertising in media and public relations • PR relies heavily on personal relations

20. Media Scene in Egypt • Noticeable Improvement and Change • Ratio of publications to the Egyptian population is slightly increasing (but not dramatically) • Slight increase in industry specialized publications • Specialized, industry-focused journalists are growing in number • Journalists learning to become more sophisticated • PR Industry in Egypt more in demand (awareness rising)

21. Sectors of Special Expertise • Automotive: • FMCG: • IT: • Telecommunications: • Government: • Consumer Electronics: • Aviation: • Medical / Pharmaceutical: • Banking & Finance: • Hotels & Tourism: • Oil & Gas:

22. Client List

23. Positioning CSR • The Definition for CSR has Changed • Different Views • CR: Remove the ‘S’ – It is Corporate Responsibility • CG: Corporate Governance • The Debates are still going on…

24. Positioning CSR • What is CSR all about? • Senior Management’s Top Priority • IS IT... • To feel good? • To appease your conscious? • Does it make business sense?

25. Positioning CSR • CSR is NOT charity! • It is… • Behaving ethically • Assuming environmental concerns • Being transparent • Definition of Success: • The triple legged stool • Social • Economic • Environment • Relies heavily on engagement with stakeholders

26. SUCCESS STORIES Proven Performance Records

27. Contents • A. GOVERNEMENT RELATIONS • General Authority for Free Zones & Investment (GAFI) • B. CRISIS MANAGEMENT • Luxor Terrorist Attack • C. CORPORATE COMMUNICATION • El Gouna Beach Resort • D. CSR • Vodafone Foundation • E. SPECIAL EVENTS • Conde Nast Traveler • IPRA • Dodge Durnago – Car Launch

28. GOVERNMENT RELATIONS • Investment Promotion Campaign • - General Authority for Investment (GAFI) • GAFI appointed Rada as Communications Consultant. Together with GAFI team, they undertook a totally integrated communications campaign in Europe and the Middle East to communicate Egypt’s value proposition as an attractive country for investments. • This campaign, in its phase I period (2005-2006), has been very successful in generating extensive coverage in both Europe and the Middle East. • The success of Phase I is giving way to phase II due to start in December 2006.

29. B. CRISIS MANAGEMENT - Luxor (Terrorist Attack) • After the terrorist attack in Luxor, Rada came up with the idea of bringing to Egypt highly respected international security experts from UK, France, Italy, Germany and USA to Egypt to witness how the situation really was. • This small team produced a White Paper on their analysis of the situation (i.e. that Egypt is addressing, quickly, the highest need namely to enforce strong security on a consistent basis). • Members returned to their countries, wrote articles with their name, appeared on the media and issued positive statements of support to both government foreign departments, tour operators, travel agents and travel writers. • This brought back the confidence in Egypt’s security in those countries.

30. C. CORPORATE COMMUNICATION - El Gouna Beach Resort (Hurghada) • Rada has designed and implemented a public relations program to create awareness of El Gouna Red Sea resort in Romania. • The program included activities in Romania: • Introduction seminar for tour operators and travel agents in Romania, • Organizing incentive trip for tour operators and/or travel agents, • Organizing press conference, participating at “The World Travel Market” Fair, in Bucharest, • Conducting El Gouna Day (seminar) within “The World Travel Market” Fair in Romania and initiating direct mailing (newsletter) • After 6 months, El Gouna name was well recognized by most tour operators in Romania, many travel agencies and by a substantial number of individuals who read about the resort and saw photo layouts and film clips on TV. El Gouna was and continues to be recognized as a desirable new vacation destination for the Romanians.

31. D. CSR - Vodafone Foundation • Rada was assigned to launch Vodafone Egypt Foundation and develop a communications campaign to bring awareness to the Foundation mission and activities and position Vodafone as a leader in CSR activities • The program activities included : • Major press conference to announce board of trustees and launch the Foundation. • Build a database of the active NGOs working in education, children health, environment. • Identify and evaluate priority projects for Vodafone to participate and fund. • Include the media in the process of each activity to witness the efforts undertaken. • Design and implement awareness campaign for each major activity executed in coordination with NGOs, IGOs, and government bodies. • Create and implement Ramadan Charity Caravan to tour all governorates for elderly homes, orphanages and special needs

32. E. SPECIAL EVENTSConde Nast Traveller(An award-winning ceremony, hosted by Conde Nast Traveller Magazine) • Rada has been assigned to organize and manage the 50th anniversary celebration of Conde Nast Traveller that took place in Cairo during the ASTA annual conference, and to present the Readers Choice Awards for best hotels, spas, cruise lines, airlines, etc. • Rada built a small scale replica of a Pharonic temple with hand painted walls overlooking the pyramids. 5 stars setup and 1st class audio/visual presentations including the award-giving ceremony was fully handled by Rada including transportation of 250 guests by private white Mercedes Limos. • The success of the event was conveyed through the enormous letters of recognition that Rada received from Conde Nast Traveller’s executives and guests

33. E. SPECIAL EVENTS- International Public Relations Association (IPRA) • The International Public Relations Association decided to hold its annual conference in Cairo, Egypt and gave Rada the responsibility of organizing and managing the event • Rada was fully coordinating the event, including: • Correspondence with all IPRA members around the world, all logistics of the 3 day event, attracting most prominent PR speakers and professionals from all over the world, promoting the event, getting and managing sponsors, media relations, advertising campaign, etc. • The success of the event was monitored through the enormous letters of recognition received from participants and the very high media exposure for the event, both nationally and internationally. Egypt was chosen to organize the event for a 2nd time three years later.

34. E. SPECIAL EVENTS- Dodge Durango – car launch • Rada has been assigned to launch the Dodge Durango in Egypt for the Middle East region, Africa and Russia • The launch was marked by a 4-day trip to Sharm El-Sheikh for 7 intervening waves (each wave has its own program and timings) including handling of media, test drives, desert trips, entertainment and gala dinners, go-karting tournament, tours and diving trips. • The event was highly perceived in terms of exposure and organization by all participants and received very high exposure in the national and regional media. • Egypt was well perceived for organization of corporate events for DaimlerChrysler worldwide and was given the responsibility for organizing several events afterwards such as Camp Jeep, Jeep Trek, International launch of Cherokee

35. Why RRPR • Rada Research & Public Relations ensures their clients the delivery of their corporate, brand and communication objectives, through: • A wide range of professional research & public relations services. • RRPR’s reputation for integrity and dedication to our business partners. • Over 40 years of working experience in the fields of Research, Advertising and Public Relations, with a successful proven track record.

36. Why RRPR • Experience – 40 years • Financial stability • Integrity • Integrated Communications Skills • Market knowledge • Deep roots with media • Strong government relations • Professionalism • Customer oriented • Dedication • Attention to detail • Delivery of promises

37. Thank You…