Presented to Western Financial Group

October 2011

Unexpected ideas nurtured in fresh air.

We believe in the power of ideas

Woodruff Sweitzer is a next generation advertising agency delivering unexpected ideas, nurtured in fresh air. Fueled by an entrepreneurial spirit, we’ve been propelling clients and their brands forward since 1992. Clients come to us from across North America and stay with us for our insights, our honesty, and our integrated thinking. Our strategies harness the power of every communications tool including advertising, interactive, social media, design, public relations, research, media and event management.

Expect the unexpected

At Woodruff Sweitzer we believe in the power of ideas. Not just any ideas. Unexpected ideas. We are passionate about building brands. We ask questions. Gain insight. Anticipate challenges. Move forward. We take a humble, unassuming approach to problem solving. We look at the world with an open point of view. Respect the opinions of others. And roll up our sleeves. We come by this wisdom honestly. But most of all, we encourage collaboration. We believe that only by working together can we create the strongest brand, uncover the greatest opportunities, and take the fullest advantage of them.

Our roots go deep

The owners of Woodruff Sweitzer were raised on the farm. They know how unpredictable earning a living from the land can be. How a farmer can make a huge investment to put seed in the ground but have no control over the weather where a hailstorm can destroy a crop in minutes or an overnight frost can kill every plant. It is a humbling business. One that has influenced how Woodruff Sweitzer does business today.

Here, you won’t find bravado, big egos or big agency hierarchy. What you will find is a passionate team who just like a seed has been given the nutrients to grow and flourish. Strategic and creative thinkers who find unexpected solutions to real world marketing challenges. After all, in a world of uncertainty you should be able to at least count on your agency.

Company Profile

Woodruff Sweitzer has been propelling brands forward with unexpected ideas since 1992. Clients come to us from across North America and stay with us for our insights, our honesty, and our integrated thinking. Our strategies harness the power of every communications tool including advertising, interactive, social media, design, public relations, research, media and event management.

Capabilities

StrategyStrategic marketing plan development

AdvertisingTV, radio, print, outdoor, onlineMedia consultation

DigitalWebsite developmentMicrosite developmentiPad applicationsMobile applicationsSocial media development, monitoring and maintenance

CRM

DirectDirect mail (print)Email marketing

DesignCollateralPoint of PurchasePackaging

SalesSales material developmentSales meeting coordination

Event ManagementTradeshow strategy and tactics

Public Relations

Agency Key Facts

Firm Name: Woodruff SweitzerOffices: Calgary, Alberta; Kansas City, Missouri; Columbia, MissouriYears in Business: 19 years in the US, 10 in CanadaEmployees: 55+Principals: Jeff Groeneveld, Susan Groeneveld, Terry Woodruff

Agency History

1992: Woodruff Communications is founded in Columbia, Missouri 2001: Canadian office opens with Jeff and Susan Groeneveld as principals2004: Becomes Woodruff Sweitzer after welcoming Steve Sweitzer as partner2008: Creates affiliate Evoke Research enabling Woodruff Sweitzer to deliver more insightful market and brand research2011: 55+ employees in three offices: Calgary, Alberta; Kansas City and Columbia, Missouri National and multi-national clients Recognized leader in the following verticals: •Agribusiness •AnimalHealth •PetCare •Education •Healthcare •Arts&Entertainment

Clients

Alberta Cattle Feeders’ Association Arysta LifeScience North America Corporation ASTech (Alberta Science and Technology Leadership Foundation) Bayer HealthCare, Animal Health Beefbooster Beyond Agronomy Brookfield Homes Brookfield Residential Calgary Women’s Emergency Shelter Canadian Hereford Association Kensington Business Development Kubota Corporation Morris Industries Versatile Inc. Western Financial Group

Contact Information

Calgary 200, 630 – 8th Avenue SWCalgary, AB T2P 1G6Telephone 403.930.4923Key Contact Jeff Groeneveld, President jgroeneveld@woodruffsweitzer.ca

Kansas City 331 Southwest Blvd.Kansas City, MO 64108

Columbia 501 Fay StreetColumbia, MO 65201

Agency Leadership

Jeff Groeneveld, President and Managing Partner

Jeff is a visionary in the very best sense. As president of the Calgary office since it first opened its doors in 2003, Jeff has overseen all aspects of the agency’s operation – from attracting a blue chip client list and building a talented team of communication professionals to triple-digit growth of the bottom line. And he has done it all with a self-deprecating management style that speaks more to

his desire of giving credit to those around him, than to himself. Meeting Jeff gives you quick insight into the man. With strong rural roots, a bold entrepreneurial spirit and a workman-like diligence that is more plowhorse than showhorse, you realize he is a no nonsense man whose handshake is as good as his word. In his role as President, Jeff manages all financial and operational decisions of the agency, in addition to providing account supervision for many of the agricultural clients.

SusanGroeneveldP.Ag,AccountDirector&Partner

Susan has been a principal of the agency since the Calgary office was launched in 2003. For over 19 years, she has been helping multi-nationals reach their marketing potential. With a keen interest in the psychology behind human behaviour, Susan combines public relations and communications with social media to ensure all communications are on strategy, truly integrated and highly successful.

Prior to joining the agency, Susan worked with brands like Caterpillar, Bayer Crop Science, Dow AgroSciences, Canadian Foodgrains Bank and Farm Credit Canada. Susan co-manages agency direction, in addition to providing account supervision for some of the health care and agricultural clients.

Steve Sweitzer, Chief Creative Officer

Prior to joining the agency in 2004, Steve served as Group Creative Director and Senior Partner at TBWA/Chiat/ Day in Los Angeles and New York and Executive VP and Creative Director at Hal Riney in San Francisco. He led the creative efforts for global brands like Nissan, Reebok, Nikon, Microsoft, Saturn and Energizer.

Steve’s campaign for the GM Electric Car earned him the Kelly Grand Prize for print advertising and an Emmy nomination for its companion television spot. His work has been recognized by the One Show, Cannes, Mercury Radio, ANDYs and CLIOs. In his role as Chief Creative Officer, Steve approves the creative work produced by all three offices in the Woodruff Sweitzer network. Watch Steve’s TV reel at www.unexpectedideas4WFG.com

Eric Howling, Creative Director

Prior to joining the agency in 2008, Eric held senior creative positions at some of the top agencies in Vancouver and Calgary. In the course of his career he has produced campaigns for brands like Coke, Kokanee, CPR, Telus, Enmax, Big Rock, GM, Ford, Bayer and a host of financial and agricultural products.

Eric’s work spans all media and has been recognized at the Marketing, Bessie, Crystal, CLIO, Globals, Lotus, Ad Rodeo and CAMA awards. In his role as Creative Director, Eric oversees all creative work produced by the agency. Watch Eric’s TV reel at www.unexpectedideas4WFG.com

Steve Warme, VP of Account Services

Steve has spent his career online, literally. He has developed integrated projects for a wide range of fortune 500 companies, including Bayer, Dell and Mercedes Benz, just to name a few. Prior to joining the agency in 2007, Steve was an Account Director at Rare Method, an agency that specializes in integrated marketing programs and online media. He was also a Program Director at Critical Mass, an interactive marketing

powerhouse. And Steve’s career started out at Modem Media, now a division of Digitas.

Steve’s strength lies in bringing strong teams together to produce work that is strategically focused and proven to be effective. Along the way, he has won numerous industry awards. In his role as VP of Account Services, Steve oversees the entire account service team and provides integrated strategy for all agency clients.

Graham Kahl, Digital Director

Spearheading the digital services team will be Graham Kahl. Grahm brings a wealth of strategizing, planning and designing experience for the web. In his previous roles at SDMG, Chase, and Rare Method he worked with such notable clients as: 3M, Bayer CropScience, Shell, Hbc, Best Buy, Canalta Hotels, Travel Alberta and Tourism Saskatchewan, creating websites, microsites, social contesting, kiosks, online contesting,

loyalty applications, gaming (edutainment), email marketing (including growing lists, engaging lapsed lists and personalized content) and mobile site development.

Strategic Development

We’re an Idea CompanyWe believe the idea is king. Not the person whose name is on the door. No one likes to deal with big egos. Unfortunately, marketing and communications firms are often saddled with bigger heads and attitudes than ideas. We continually strive to take a humble, unassuming approach.

Experts look for ideas from an “expert” point of view, which can be limiting. We prefer an “open” point of view, looking for needs and providing strategic solutions that meet those needs. This only works when you look with no agenda. It enables us to bring fresh perspective to our clients and the challenges they face.

HolisticWe believe in a collaborative, holistic approach. We combine powerful ideas and sound strategic thinking with insightful creativity to achieve our clients’ objectives. The brand experience is the focal point in every step of development. From defining the brand and protecting its equity to daily maintenance and awareness at every consumer touchpoint. Every campaign we create must ring true.

Our creative and production teams have experience developing and deploying all aspects of a campaign across every possible channel. For clients with in-house creative teams, we are able to provide creative strategy and direction while the client team executes tactics accordingly.

Although we’re an advertising agency, sometimes the best solution isn’t an ad at all. It can be a concert, microsite, Twitter campaign or Facebook page or all of the above. For success, you need to think beyond TV, radio and print. We provide integrated solutions for every media all under one roof. Here’s the process we employ to get there.

4-D ProcessWe ask a lot of questions. It’s part of our DNA. That’s how we gain the insight necessary to build ongoing relationships with your audience, anticipate challenges and find the right solutions. We will go through a proprietary four-step initiative that is designed to incorporate your process and ours. Each step moves us closer to the goal of creating insightful solutions. Which in turn, have the power to impact your brand and help meet your sales objectives.

DISCOVER

First, we listen. We want to know everything about your brand. And we want to see the research. Anything and everything you can think of. Together, we’ll determine if any further research is needed, qualitative or quantitative, to unearth valuable insight. In addition, we can develop customer, competitive and company profiles to explore channels that resonate with your target: online, offline and whatever else makes sense.

DEFINE

Then, we analyze the findings and boil them down. We articulate situation analysis developing the key brand document, the brand dashboard. This document outlines the brand challenge, strategy, position and pillars. From here, we draft a creative blueprint for brand architecture and determine the stakeholder engagement method.

DEVELOP

Next, we create a compelling brand that rings true. We identify the brand voice and personality, composing a visual vocabulary and generating creative concepts. Stakeholder engagement is key here. We are looking for extensive feedback, your gut reaction and the overall feeling it gives you.

DISSEMINATE

Finally, we work with you to launch your brand across all tactics and media. We finalize the media mix and all communication channels. We execute creative and tactics, measuring and analyzing results.

“Woodruff Sweitzer’s 4-D Process really helped us discover our primary marketing challenges, define our brand and develop strategies to address those challenges.” Graciela Fonseca Marketing Manager Companion Animals, Bayer HealthCare, Animal Health - Toronto, ON

Digital Expertise For as long as social media has been around, our team has been exploring ways to use it as an effective channel of communication. From MySpace to Facebook to Twitter and the list goes on and on, we’ve been active in the social media space since its inception.

Social Media PlanningOne common thread runs through all our social media efforts – careful planning with “behind the scenes” preparations. The potential for social media lies in the dialogue between clients and customers. A strategic listening and responding plan, coupled with a social media policy and client organizational buy-in, has allowed our team to incorporate social media tactics into many client campaigns.

Website Planning Our staff members have worked in the digital space for many years. As with any campaign we create, all online development begins with the idea. But that idea needs solid information architecture (IA), which includes: Comprehensive Requirements Gathering, Content Audit, Use Cases, Sitemap and Wireframes.

Once a usable IA is in place, our team can get to work on design and development. Our team members has been involved in the development and promotion of several e-commerce websites ranging from fairly simple PayPal/payment gateway sites through to full shopping cart/credit card/banking enabled sites.

IntegrationWe are committed to an integrated marketing approach. The digital relationship is always part of planning and developing strategies. All Woodruff Sweitzer clients have an online presence and we work with each to ensure that channel is well considered and managed effectively. The digital frontier continues to evolve at an exciting pace. We work with our clients to ensure they are engaging their customers through channels of choice, which is often online.

Whether it’s ensuring your website is accessible with all the right information, establishing and maintaining a blog or promoting an event through Facebook, elements of relationships are established and nurtured online. We’ve been doing this since agency inception.

Digital TacticsWe work in all formats and can develop any tactic necessary for the idea including: Websites, Intranets,LandingPagePromos,EmailBlasts,Facebook,Blogs&Forums,SmartPhoneandiPad Applications, Online Advertising, Paid Search Strategy, Display Advertising, In-bound Marketing and whatever comes next.

ResultsOne of the benefits of digital marketing is the ability to track, measure and improve performance on an ongoing basis through robust analytics platforms. It allows us to answer the following questions:

How much traffic are we getting on our website? What is the traffic? And how can it be optimized?

What is the user behaviour throughout the site and on each page? How well are we directing user action based on desired online outcomes?

At what level are we engaging users on social media? What are people saying about our client in the social space?

Through disciplined analysis and reporting, we can answer questions like these for our clients, which help us continually improve, evolve and perfect our online efforts over time.

Visits Visits400 94

195 8

134 8

97 3

16 3

Visits Visits769 134

Website Performance 69 6

880 16 6

724 4 3

1:41 4

Traffic Breakdown Site Entry

Top Traffic Sources Top Keywordsbayerparasitesolutions.ca advantage multi

direct advantage multi chat

Google (organic) Bayer advantage multi

PetPak.ca advantage bayer

WDDC.com advantage multi bayer

Visitor Geography Top Search EnginesCanada Google

United States Bing

Total number of visits France Yahoo

Total number of unique visitors Belgium Search

Average time on site Brazil

Top Content Page Viewsen/protect-your-dog.html 35

en/recent-news.html 23

en/faq.html 18

Insight: Since January 1, 2011 the advantage multi site has had 880 visits of which 80% are new and 20% are returning. This is an increase over last year where we saw 8% returning visitors.

10% of English visitors and 7% of French visitors have entered a DIN number to further explore the advantage multi website. Once within the site visitors are interested in content regarding protecting their dog and recent news. Hookworms are the top parasite of interest followed by heartworm and mange mites.

fr/dernières-nouvelles.html 21

en/application-instructions.html 18

22.16%

16.93%60.91%

Direct Traffic

Search Engines

Referring Sites

AdvantageMultiForLife.ca - Website Traffic Report

Date Range: January 1st - April 25th 2011

1,340137

556

39

EN Authentication

En/Index

FR Authentication

FR/Index

Mobile MarketingWe have a wealth of experience in information architecture, creative development and execution of mobile marketing campaigns. We are adept at developing campaigns across a variety of media platforms and that includes mobile.

In many instances, we do website development with current, popular mobile browser platforms in mind. Other times, this may involve consideration and development of apps. And recently, we used in-house resources to create iPad applications for the sales team at Bayer HealthCare, Animal Health. In some cases, we rely on specialist vendors to develop apps for us and for our clients, working closely with the creative and development teams.

UsabilityDuring the information architecture phase of online development, usability is always a considered factor. Developers and members of the creative team have worked on many complex online builds requiring effective usability. As required usability studies are carried out, either formally in labs or more informally during design and testing.

Search Engine OptimizationThe Woodruff Sweitzer development team has extensive experience in developing websites using search engine optimization (SEO) best practices. As required, we will outsource some optimization tasks to expert contractors. In general, we’ll have an SEO expert review copy and page source plans (meta tags, alt tags, etc.) to comment on suggested improvements to help improve page rankings. All code is developed in a search engine friendly manner. We have great experience in maintaining a balance between content that a search engine likes and content that effectively presents information and utility to a user.

Online ExperienceAs many of our clients are in the retail or business environment, marketing and communications needs often call for an online component. While online represents a sizable portion of our clients‘ needs, our team and disciplines ensure that communications remain integrated Some of the online clients touched by Woodruff Sweitzer staff include Dell, Coors Light, LCBO, Ontario Lottery and Gaming, Mercedes Benz, Versatile, Morris, Bayer HealthCare, Brookfield, Arysta LifeScience, 3M, Bayer CropScience, Shell, Hbc, Best Buy, Co-operators Insurance and Scotiabank.