Ext. Capabilities Deck July 2021

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E X T. C A P A B I L I T I E S P R E S E N TAT I O N 2021


We named our firm “ext.” because we act as an ‘extension’ of your team. Ext. is an owner-operated, full-service, financial services marketing agency that brings together deep industry knowledge and a leading communications team to drive results.

OUR CLIENTS INCLUDE: ASSET MANAGERS I HEDGE FUNDS I PE & VC FIRMS I INVESTMENT BANKS I REGISTERED INVESTMENT ADVISORS WEALTH ADVISORS I BROKER DEALERS I SERVICE PROVIDERS I INDUSTRY ASSOCIATIONS 2


OUR ORIGIN STORY FINANCIAL SERVICES CONTENT Marketing Collateral & Infographics

Websites, Digital & Social Campaigns

Corporate Identity & Branding

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Creative & Integrated Marketing Campaigns

Technical Whitepapers & Thought Leadership

Macroeconomic & Portfolio Commentaries

Alternatives & Hedge Fund Expertise

Retail & Institutional Fund Support

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Ext. was founded by two marketing communications veterans from the financial services industry Our team has deep expertise in investment products, distribution channels, technical and macroeconomic analysis, as well as the regulatory environment

Key Messaging and Market Positioning

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Today, the firm is firmly rooted in providing insightful financial content, as well as strategic, creative marketing

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O U R C O M P ETI TI V E A DVA NTA G E Ext. is a full-service agency that brings together the left and the right sides of the brain

Highly skilled, CFAlevel writers and analysts

Fresh ideas and unparalleled creativity

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OUR TEAM’S INDUSTRY EXPERIENCE

CLIENT STRATEGISTS

ACCOUNT & PROJECT MANAGERS

CONTENT STRATEGISTS

WRITERS, EDITORS & ANALYSTS

ART DIRECTOR & DESIGNERS

Our team conducts research using: 5


OUR TEAM’S INDUSTRY EXPERIENCE WE WORK WITH MANAGERS AT EVERY STAGE OF THEIR LIFECYCLE, REGARDLESS OF INVESTMENT STRATEGY Proven marketing track record • Proven 12-year track record exclusively serving financial services industry • Breadth of alternatives experience • 100s of successful launches High-caliber, in-house team • CFA-level writing and content team • Designers who have worked at Fortune 500 firms • In-house Bloomberg terminal and dedicated analysts Client-first process • Dedicated client manager and seamless end-to-end service • Commitment to deliver an outstanding product, within budget and timelines • Rigorous checks and balances to ensure quality

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R EP R ESENTATI V E C LI ENTS

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STRATEGIC SERVICES

1 KM EE YS S A G I N G

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We believe that every successful brand has a strong messaging foundation. We help our clients define their brand promise, value proposition and key messages through a series of interviews and distilling them into a simple Key Message Framework.

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THOUGHT LEADERSHIP & CONTENT STRATEGY A good content strategy puts the right content in front of the right user at the right time, in the right format. We build content strategies to engage, educate and drive readers to act.

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BRANDING & VISUAL IDENTITY

CREATIVE & CAMPAIGNS

Once your key messaging is in place, you need a visual identity that reflects who you are, your values and your product/sales promise. Whether it’s a logo refresh or developing a complete brand package, our creative team will develop something that is authentic to you.

Content is king – but it needs to be supported by strong creative and campaigns that leverage all relevant platforms. Our design team will give you ideas for infographics, ads and campaign materials that will garner attention and drive action.

PRODUCT ANALYSIS & MARKET POSITIONING

DIGITAL ENGAGEMENT STRATEGY

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Is your flagship product suffering from mixed-messaging? Our product positioning solution helps align the activities of Product, Marketing and Sales teams to ensure that your solutions are positioned to maximize sales. CLICK HERE TO VIEW OUR PRODUCT ANALYSIS & POSITIONING CAPABILITIES DECK

E X T. I S Y O U R O U T S O U R C E D M A R K E T I N G P A R T N ER

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We use an integrated approach to develop your digital strategy – whether that’s through your website, social channels or OTT applications. We use video, html infographics and content to engage, then metrics to measure. We also help client maximize their CRM platforms.

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You don’t want the expense of staffing (or staffing up) your marketing department. Our senior marketing strategists will work collaboratively with you to develop and execute marketing materials that will help you build you brand, drive sales or raise capital.

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C O N T E N T, D E S I G N & D I G I TA L S E R V I C E S

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PITCHBOOKS & PRESENTATIONS As your firm’s narrative evolves and becomes stronger, your pitchbook must also adapt. Our team will work collaboratively with you to help reflect the maturation of your firm in your updated pitchbook. CLICK HERE TO VIEW OUR HEDGE FUND CAPABILITIES DECK

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BROCHURES & COLLATERAL Brochures and other collateral still play a role in any sales process. Our team will help structure, write and design materials that will help you inform your end-clients and lead to a sale.

WEBSITES, BLOGS & SEO

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A website should be a tool that

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VIDEOS & PODCASTS Videos and podcasts are fast becoming among the most effective ways to engage your audiences. We combine our award-winning creativity with an air-tight process to optimize your story across these mediums.

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EMAIL & SOCIAL MARKETING Email continues to be a powerful way to communicate with your target audience. The trick is to write email copy that gets noticed and design that has impact. Our team can deliver – so you get more responses.

INFOGRAPHICS Today, people read less and “view” more. Give us a topic or theme and we will create an engaging, informative infographic in static or HTML format.

Strong content is at the heart of every sales and marketing initiative. Our team of writers includes CFAs who can produce deep-dive technical whitepapers, as well as thought-leadership pieces and other collateral.

engages clients. Our team writes content, designs and builds sites that deliver a premium client experience, drive engagement and help firms grow. We also provide Search Engine Optimization (”SEO”) services.

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WHITE PAPERS & REPORTS

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COMMENTARY & INVESTOR LETTERS We write monthly, quarterly, semi-annual and annual investment letters for alternative asset and hedge fund managers. We also develop branded templates that make your communications look more professional.

CLICK HERE TO VIEW OUR

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COMMENTARY CAPABILITIES DECK

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AREAS OF SPECIALIZATION HEDGE FUNDS (EMERGING & ESTABLISHED) • • • • • •

Firm name Logo Pitchbook Factsheets Landing page/websites Investor letters

WOMEN & INVESTING • Presentations • Program development & messaging • White papers

ETFS

• Product positioning • Campaigns • Education • White papers

REAL ESTATE • • • • •

Pitchbooks Websites Investor letters White papers Fact sheets

PRIVATE EQUITY & VENTURE CAPITAL • • • •

Brand development Websites White papers Pitchbooks

WEALTH ADVISORS

ESG/SRI

• Brand awareness campaigns • White papers & articles • Websites • Collateral • Investor letters

• Product positioning • Advisor materials & training programs • Collateral • White papers • Campaigns

VALUE ADD & PRACTICE MANAGEMENT PROGRAMS

FINTECH

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Sales & advisor programs Presentations Collateral White papers Microsites

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Brand development Pitchbooks White papers Websites User adoption programs

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BRAND DEVELOPMENT


KEY MESSAGING BRAND BUILDING

VIEW OUR PRODUCT POSITIONING CAPABILITIES DECK

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Our team of marketing strategists and communications specialists follows a well-defined process that ext. has developed over the past 10 years. Our Key Messaging Framework helps simplify complex narratives and is a tool intended to be used over the long term to build consistent, strong marketing and sales pieces.

1 INTERVIEWS Conduct interviews with key stakeholders including: Executive team Portfolio managers Product team Marketing Distribution/sales • Clients/investors/ partners • • • •

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COMPETITIVE ANALYSIS

FRAMEWORK DEVELOPMENT

TACTICAL RECOMMENDATION

Deep dive research into market, product and competitors using:

Distill all quantitative and qualitative data to determine product positioning and key messaging framework including:

Develop distinct product positioning to:

• Firm data • Bloomberg research • Industry news and research • Competitor websites

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Product position Value proposition Key messages Supporting proof points

• Align with corporate brand • Define parameters for sales and marketing support • Recommend sales and marketing strategies and tactics

Our team conducts research using: 12


KEY MESSAGING IN ACTION

VIEW OUR PRODUCT POSITIONING CAPABILITIES DECK

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Below is a key messaging case study in action. We worked interviewed over 15 stakeholders at a global hedge fund to create a messaging framework that was authentic to the firm and concisely articulated their narrative.

Key messaging excepts from firm’s website 13


VISUAL IDENTITY – LOGO DEVELOPMENT

VIEW OUR HEDGE FUND CAPABILITIES DECK

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We also help new managers and RIAs create their firm name 14


BRAND DEVELOPMENT GLOBAL HEDGE FUND MANAGER CASE STUDY WEBSITE & MATERIALS Develop a website that makes a statements and stands apart from their competitors

4 3 VISUAL IDENTITY Build a new brand that reflects their culture and where they want to take the business over the next 10-years

2 KEY MESSAGING 1

Interview leaders and partners to determine their value proposition and core messaging

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BRAND DEVELOPMENT RIA / WEALTH ADVISOR CASE STUDY START

BRAND DEVELOPMENT Key messaging and visual identity including logo, and stationery package

PITCHBOOK Develop firm narrative through their pitchbook

WEBSITE Build a new website to reflect the firm’s new messaging and brand

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CREATIVE & CAMPAIGNS


PRODUCT LAUNCH CAMPAIGN GLOBAL ASSET MANAGER Creative idea

Emails

Promo item

Digital ad banners Social posts

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ADVISOR CAMPAIGN GLOBAL REAL ESTATE MANAGER E-book

Whitepaper

Landing page

Video

Social media campaign - LinkedIn HTML infographic

Digital banner ads

GIFs

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BRAND AWARENESS CAMPAIGN FINANCIAL EDUCATION ASSOCIATION Campaign creative & strategy

Industry leader profiles

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SOCIAL MEDIA CAMPAIGN GLOBAL ASSET MANAGER Social media posts

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EMAIL CAMPAIGN GLOBAL ASSET MANAGER

Presentation guide Client email templates

Advisor email toolkit

Conversation guide

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CONTENT STRATEGY & DEVELOPMENT


THOUGHT LEADERSHIP & CONTENT STRATEGY CONTENT STRATEGY & EDITORIAL CALENDAR DEVELOPMENT Financial literacy/ investor education

Institutional content

Social content

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WHITE PAPERS & ARTICLES Small cap equities paper

RECENT WHITE PAPER & ARTICLE TOPICS:

Cybersecurity paper

• Active vs. passive investing • Actively managed and factorbased/smart beta ETFs • Advanced analytics • Asset allocation • Asset manager selection • Currency hedging • Credit, convertibles • Cybersecurity • Defined contribution vs. Defined benefit • Emerging markets equity, debt and small-cap investing • Enhanced equity • Estate planning • Exempt market dealer use of technology • Fiduciary duty • Fraud • Future of investor relations/communications • Goals-based investing • Idea generation/creativity tools • Inflation, income, volatility and longevity

• Inflation-protected income strategies • Investor psychology/behavioral investment • Investment commentary best practices • Latin America: macroeconomic and equity markets • Liability-driven investing • Liquid alternatives • Macroeconomic outlooks for CIOs • Mortgage funds • Public pensions, individual pension plans • Private debt • Private corporation tax changes • Robo-advice platforms • Real assets • Regulatory changes • Responsible investing/ESG • Saving for education • Sector-specific topics: tech, health care, infrastructure, energy, real estate • Small-cap, large-cap equities • Time-weighted vs. money- weighted returns • Value of financial advice • Venture capital

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INFOGRAPHICS Infographic sales tools

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H TM L I NFO G R A P H I C – G LO BA L R EA L ESTATE

VIEW INFOGRAPHIC

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HTML interactive infographic

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VIDEOS

VIEW VIDEO EXAMPLES

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Interview-style with b-roll videos

Brand videos

Interview videos shot using Zoom

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VIDEOS

VIEW VIDEO EXAMPLES

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Animated videos

Sizzle-reel videos – 1-min promo videos

Social cut-down videos (from interview or brand videos)

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MARKETING & SALES MATERIALS


PITCHBOOKS

VIEW OUR HEDGE FUND CAPABILITIES DECK

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FIRM & PRODUCT COLLATERAL Brochures

1-pagers Product decks

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REPORTS Annual report

DDQ

Quarterly report

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VA LU E -A D D P R ESENTATI O NS Women and investing

529 value add presentation

ESG presentation

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VALUE-ADD PROGRAM ADVISOR PROGRAM – BUILDING A RESILIANT PRACTICE WITH GEN X, Y & Z CLIENTS Program presentation

Program workbook – Gen Z

Client profile – Gen Y

Client onboarding guide – Gen X

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WEBSITES


WEBSITE – WITH VIDEO & INTERACTIVE INFOGRAPHICS GLOBAL HEDGE FUND MANAGER Embedded banner video

VISIT WEBSITE

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Interactive strategy page

Interactive timeline 37


WEBSITE – WITH VIDEO & INTERACTIVE INFOGRAPHICS WEALTH ADVISOR / RIA Custom photo shoot

VISIT WEBSITE

Motion graphic video

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Custom animated infographics

Rich insights section

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WEBSITE – 1-PAGE SCROLLING WITH PARALLAX DESIGN VENTURE CAPITAL FIRM

VISIT WEBSITE

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Parallax design

Interactive roll-overs

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MICROSITE – PRODUCT CAMPAIGN SITE GLOBAL ASSET MANAGER

VISIT WEBSITE

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Product home page with access to fund details

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WEBSITE – 5-PAGE SITE PLACEMENT AGENT Home page with simple navigation

VISIT WEBSITE

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Carry through of creative

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INVESTOR COMMUNICATIONS


INVESTOR LETTERS Hedge fund manager - e-blasts and quarterly investor letters

Wealth advisor – quarterly investor letters

Outsourced CIO - e-blasts and quarterly investor letters

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FACTSHEETS ETF

VIEW COMMENTARY CAPABILITIES

Real estate fund

Hedge fund

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Mutual fund

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R EG U LATO RY C O M M ENTA R I ES

VIEW COMMENTARY CAPABILITIES

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Our team develops a wide range of commentaries for retail and institutional audiences on a daily, monthly, quarterly, semiannual and/or annual basis using macroeconomic research and fund-specific attribution information.

Quarterly Commentary

ESG Commentary

Mutual Fund Commentary

Mutual Fund Commentary

In addition to writing commentaries, we can also update your financial statements. Ask us for more information. 45


C O M M ENTA RY C A SE STU DY GLOBAL ASSET MANAGER

PROBLEM

SOLUTION

Getting quality investment commentaries delivered on time to retail and institutional audiences globally for over 500 strategies/funds is a huge operational undertaking:

Ext. developed a commentary process that:

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Getting accurate data Writing quality commentaries Fact-checking Proofreading Obtaining approvals Design and layout

All this takes key resources away from other valuable activities.

Number of portfolio manager commentaries by year

• Freed up portfolio managers’ and other resources’ time • Established an SLA to ensure all commentaries were delivered on-time • Established a style guide to ensure all commentary language was consistent • Saved money on expensive independent freelancer costs Today, ext. writes and manages commentaries for the client’s entire fund complex – covering Europe, Asia and North America – for both retail and institutional audiences.

Number of portfolio manager commentaries by quarter

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V I EW OTH ER P R ESENTATI O N D EC K S

Product Analysis & Market Positioning VIEW

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Thought Leadership & Content Strategy COMING SOON

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Wealth Advisor COMING SOON

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Hedge Fund Managers VIEW

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Commentary VIEW

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S T A Y ON T OP OF I NDUS T RY T RE NDS , MA CROE CONOMI C EVE NT S A ND I NS I GHT S FROM E X T .

Monday Morning Briefing Weekly macroeconomic overview and leading trends facing the industry

Context e-newsletter Monthly collection of our most read blog articles

Ext. Reports Quarterly reports themes affecting the financials sector

SUBSCRIBE T O D AY ! CLICK HERE

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LET’S GET STARTED ext-marketing.com info@ext-marketing.com 1.844.243.1830