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Ashley Adams Christie Church Charles Foust Korey McDonald Katie Yelenic Jackie Ziegler

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Table of Contents

Mission Statement………………………………………………….……………...….3 Executive Summary…………………………………………………………….….....5 Background……………………………………………………………………...….…7 SWOT Analysis…………………………………………………………………...…...9 Key Public Profiles..………………………………………………………………....11

Hobby Farmers…………………………………………………………...….12 Dealers….………………………………………………………………….....13 Lawn Care..…………………………………………......................................14 General…...……………………………………............….........….................15

Situational Analysis……………………………………….….........….......................16 Media Analysis……………………………………………….........…........................18 Core Problem & Opportunities…………………………….….........…....................24 Goals & Objectives………………………………………...….........…..........…..…..26 Key Publics & Messages…………………………………..….........…......................28 Hobby Farmers………………………………………….........…...................29 Dealers……………………………………………….….........…....................30 Lawn Care…………………………………………...….........…....................31 General………………………………………………….........……................32 Calendar……………………………………………………….........…......................33 Communication Confirmation Table………………………….........…...................38 Evaluation………………………………………………….….........….........…….....41 Promotional Tactics………………………………………..…........….........….........43  

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Mission Statement   JACKK PR is committed to establishing and strengthening relationships built on trust between our clients and their customers. By generating enthusiasm from industry knowledge, we develop a full understanding of issues and effective means of resolving them. Founded on the drive to improve, we value client satisfaction with utmost importance and constitute personal regard towards every task at hand.

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Executive Summary The objective of this public relations campaign is to increase dealer and customer relationships with KIOTI. KIOTI is a tractor organization that has been in North America since 1986; however it seems that the target market does not see the benefit from buying KIOTI tractors. This plan is to focus on raising awareness for KIOTI products with key publics by providing events that allow them to see the products KIOTI offer and so the image of KIOTI is out for the target market to see. On one hand, this campaign serves to update the organization’s method of getting their equipment seen so that it can attract publics via the events that will be used. On the other hand, it also serves to offer people the ability to talk with people in person about KIOTI.

Since the needs of the target publics are different– from hobby farmers to landscapers – the campaign’s strategies and tactics will be aimed to work with all the target publics, with events and using KIOTI experts telling people, depending on what they are looking for, what products will help them in their activities.

The majority of the campaign is dedicated to the events with print material such as brochures and flyers. We would also use these events for news stories that will be forwarded to local newspapers and other publications to further publicize the events and to help grow the image.

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Background

KIOTI introduced its first compact tractor to the US in 1986. Seven years later, in 1993, Daedong-USA, Inc. was formed and KIOTI Tractor started their headquarters in Wilson, NC. In 1999, KIOTI introduced the DK45 which was the first DK series compact tractor. The following year KIOTI introduced the KL series loaders, KB series backhoes, and KR series grooming mowers. In 2003, KIOTI introduced the CK20, the first CK series compact tractor. The next year, KIOTI opened their brand new North American facility headquarters in Wilson, NC and had the first North American Dealer meeting which introduced the CK25, the CK25 HST, the CK30, and the CK30 HST. Between the time periods from 1996-2004 there was a 151% on market level this demonstrating the boom of their brand in America. Then from 2004-2008 there was a 14.4% decline in market levels, this equates for the economic downturn that America started to face. KIOTI was successful however in stating a company throughout the recession.

KIOTI purchased a property for the South West Regional Distribution Center in Mexia,

Texas. This brought the newly designed DK45S, DK65S, and the DK S series tractors. In the next year, they introduced the DK45SE HST which was the first SE series tractor with advanced technology.

Then in 2007, KIOTI celebrated its 20 years of service in North America. The year after its celebration of 20 years, KIOTI presented the 4 year Full Fleet Warranty and the DK75 utility tractor was introduced. The old 4 year warranty went towards tractors that were used for non-commercial use. The new Full Fleet Warranty is for both non-commercial and commercial use. Those who purchase KIOTI tractors will not have to worry about unexpected repair costs within the first four years of ownership. In 2009, the DS series economy tractors are announced and the DK SE series has expanded to 10 tractors. The following year, the KITIO implement line was made known. This included 3 point tillage equipment, mowers, and UTV attachments. More recently as of 2011, KIOTI celebrated 25 years in North American and introduced the MECHRON 2200 which is the ultimate transport vehicle.

The company is currently trying to enhance their brand identity through social media

sites. In 2010, KIOTI created a Facebook page to make their tractors more well-known in society. They also use their Facebook page to interact with dealers, customers, and potential buyers.

In 2011 KIOTI began to focus on their target markets, narrowing down their number one target market to hobby farmers. By narrowing down their target market they have been able to advertise to them in a more cost effective way. In the future KIOTI hopes to change focus and gain a more general audience through electronic media be it T.V., other web based venues with an interest on cross-sectional demographics. One problem KIOTI will continue to face is a continual slight market decline due to the recession.

KIOTI plans to add value to their brand. Even in this economy, the KIOTI employees

“see the challenges with a wide lens” (KIOTI.com). They see this economy as an opportunity to take KIOTI to the next level and strengthen their relationships with all of their business partners.

KIOTI tractors agree with and abide by all of the regulations in the agriculture industry.

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SWOT Analysis

 

Strengths • User-friendly • Price based off competitors and market price • Quality • 90% of product including engine is produced within company • Specialized tractors with custom accessories and attachments • All-inclusive 4 year warranty • 2 year bumper-to-bumper warranty • Dealer network • Dealer organization

Weaknesses • Hard to educate dealer with product • Not enough knowledge of competitors • Brand name • Marketing strategies • No connection/relationship with previous buyers • Small database • Lack of national advertising • Co-opt advertising restrictions • Not enough interactive social media • Consumers uncomfortable with outsourcing of product

Opportunities • Splash in media for new products • Promote product directly to buyer • Educate dealers and consumers about products and benefits • Improve relationships with dealers and consumers

Threats • Increase in offshore companies coming to the U.S. • Previous small offshore companies have failed • Customer complaints on primarily part availability • Infrastructure • Competition with well-known companies • Consumers’ brand loyalty to other companies • Unemployment rate/recession

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Key Public Profile: Hobby Farmers

An important key public is hobby farmers. A hobby farm is a smallholding or small farm that is maintained without the farmer’s expectation of being a primary source of income. Some are to provide recreational land, and maybe some small livestock or produce. Others are a source of side income, managed as a working farm on a smaller scale. Hobby farms include small livestock, produce, flowers, and other personal farming. Hobby farmers need tractors to fulfill their needs, rather than just lawn mowers or smaller tools including their hands. For example, produce farmers need to be able to do extensive tilling of the soil in which they are planting, making a tractor necessary. We need to influence these farmers, who need our product, to realize exactly why they need our brand and how it would improve their work. Current Relationship:  The relationship between KIOTI and the hobby farmers lacks exposure. Hobby farmers remain unaware of KIOTI’s product quality. Not only do they not understand the value of KIOTI products, but there is a substantial amount of hobby farmers who have not heard of the brand at all. Influentials: Personal farmers Self-Interests: Not primary income, maintaining a small farm, sources of side income

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Key Public Profile: Tractor Dealers

Dealers are an essential key public of interest that have not been acknowledged in the past but need to be a focus target market in the future. They are the backbone of the company as well as the liaison between KIOTI and their consumers. It is crucial that the relationship between these two needs to be cohesive. Ultimately, the dealer and the trained employees they hire make or break the deal. If the sales agents are unfamiliar with KIOTI and do not believe in the product, how are they expected to make the consumer believe in it? We need to do a better job of educating the dealers and staff on KIOTI products as well increasing positive perception of the KIOTI brand. KIOTI representatives stated that there has been a distinct disconnect between themselves and the dealers, but this ends now. With dealers as a key public, KIOTI will become a respectable and credible brand that will be effectively communicated to the consumers. Current Relationship:  KIOTI’s relationship with its dealers is one that needs to be reinforced by KIOTI, especially because the lack of communication between the two. The disconnect between the dealer and KIOTI make it impossible to form a relationship; therefore, dealers remain uneducated about what KIOTI has to offer. Uniformed personnel and lack of support from dealers result from this defective relationship.      Influentials: Owner of dealerships, media, dealer association

Self-Interests: Cohesive relation with KIOTI, want to be educated on the brand

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Key Public Profile: Lawn Care

One key public we need to recognize is lawn care. Since KIOTI tractors are small compact tractors, they work best in areas that are more than 10 acres. Lawn care incorporates all venues including parks, residential, commercial, corporate (large scale facilities), golf courses and municipalities. Residential lawn care includes weekend warriors who have to do larger scale yard work. While commercial, corporate and golf courses deal with a much greater scale, the outcome of the work has an ample audience. Municipalities are owned by the government and include doing agriculture work around the town or city. By showing the lawn care public what KIOTI can do for them, we are not only expanding our already established public but also opening it up to potential publics.

Current Relationship: KIOTI needs to enhance their relationship with the landscaping market because the compact tractors KIOTI offers are a good fit for the type of work landscapers perform. Focusing on this public would create an extensive increase in loyal customers.  Influentials: Independent business owners

Self-Interests: Machinery that will last and are able to recommend to others to take care of lawns

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Key Public Profile: General

A key public that is sometimes forgotten about in research development is the general public. The general public is anyone and everyone that can be influenced by KIOTI’s brand. By reaching out to the general public, not only can our other publics be reached, but they can also be reached in a positive way. By demonstrating to the general audience that KIOTI is an affordable, durable and a trustworthy brand they will be more willing to promote KIOTI. KIOTI’s current relationship with the general public is very poor, as there are few that know of their brand. It is our job as JACCKK PR to educate the general audience of KIOTI. We need people to recognize our logo and know that we are the right tractor company for them.

Current Relationship: KIOTI’s current relationship with the general public is poor, there are few that know of their brand. It is our job as JACCKK PR to educate the general audience of KIOTI, we want people to recognize our logo and know that we are the right tractor company for them Influentials: Landscapers, Media

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Situational Analysis KIOTI Tractor Division of Daedong-USA‘s market grew 151% between 1996 and 2004 and 14.4% between 2004 and 2008. From 2008 to 2010, the market share increased and grew 19.9%. It has been flat in 2011 and the company anticipated it to continue at the same level in 2012. The uncertainty in the economy and weather, competition as well as other factors across both the U.S. and Canada play a major role in shaping current conditions. Despite the unpredictability, according to Rural Lifestyle Dealer Magazine, compact-utility tractors are among the leading equipment segments projected to grow. The magazine also stated that 87% of dealers surveyed said that customers accept their salesperson’s recommendation about a specific product brand “almost always” or “most of the time.” This figure is up over 10% from the last year which presents opportunity for KIOTI to better communicate with the dealers who ultimately showcase their products. This could be a favorable circumstance for KIOTI, who would like to increase their market share of 3.46% to 4.4%. Critical issues affecting KIOTI’s ability to sell products includes customer and dealership relationship with the company, broadening their target market, and customer complaints surrounding part availability. Also, KIOTI team members can be responsible for too many jobs at one time which can cause a struggle to prove as a longevity company, as well as its lack of introducing new products and falling behind the curve. If KIOTI wants to run ahead of the pack, they will need to increase their retention rate by creating better customer relationships, building brand awareness, highlighting their strengths, eliminating weaknesses, and continuing to prove and communicate that they are in this industry for the long run.

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Media Analysis (Part 1)  

After reviewing the media efforts of KIOTI, we found that there was a solid “safe” effort in their media approach. But there are some areas like inside dealer advertising and some the of the TV channels KIOTI uses where money is being wasted, or could be better used in other areas like social media, and print ads. What we found was there was a lack of promotion and interacting via social media. Social media is a big part of growing your brand these days and being a part of the conversation your public is having about you. We found some blogs where people were talking bad about the brand and confusion about KIOTI verses other similar brands. Also we found a lack of urgency when it comes to capitalizing on major event within the company such as 25-year celebrations and putting out multiple press releases about events in and around the company. One major way you use your media is to let the public know what’s going on in your company and keep your name in the public’s ear. KIOTI does not seem to be very in touch with social media and in order to make themselves more known, they need to constantly update their Facebook and Twitter profiles. Some solutions we would like to propose are:

• Increase social media. (Updated Facebook with tabs of different tractors and interactive content; Twitter; positive blogs, better multimedia for YouTube channel)

• Focus more of the TV advertisements on channels that your target market is most likely watching

• More billboard ads in and around headquarters and local dealers (To show home turf for the KIOTI brand)

• Sponsored TV ads and TV events like rodeo’s and sporting events like college baseball games etc. ex. “This game is brought to you by KIOTI tractor, reminding you to Run Ahead of the Pack”)

• More press releases about the company to hobby farmers and dealers • Better Multimedia efforts with commercials for TV and online highlighting the key

futures of your company and tractors.

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Media Analysis (Part 2)  

A. 2011 US Publications a. (Hotline) Compact Tractor Guide: more like a yellow book

http://www.agdeal.com/publications/compacttractorguide i. This site is a collection of various farmer publications specified for

various regions and geared toward similar farming styles. There is information regarding dealers, manufactures, and pricing available on this site, as well as news and events.

ii. Various types of farmers would be the key public for this site, especially those who are looking to buy tractors and are unsure of what type best suits their farming style.

iii. This website had neither positive nor negative feedback regarding KIOTI, as they were not mentioned once in the entire website. This is a very negative aspect that needs to be changed. By improving the dealer/manufacturer relationship, we would gain credibility and therefore exposure.

b. Hobby Farms Magazine www.hobbyfarms.com i. This is an interactive website that includes information on various farming

styles, and allows consumers to give feedback through blogs, message boards, etc. It offers positive feedback regarding KIOTI, emphasizing that they are ‘moving forward.’ The key publics for this site are hobby farmers, with specifications to their various interests including livestock, crops and gardening, tools and equipment, food and kitchen, home and barn, marketing and management, crafts and nature, farm pets and games.

ii. All the articles in this site show a very positive light on KIOTI, mentioning that they are moving forward and improving customer education, relationships and comfort. The majority of the stories speak of the chairman and president of KIOTI, C.G. Kim, and his strong leadership. He became president in 1998 and emphasizes his value on customer satisfaction.

c. Turf Magazine http://www.turfmagazine.com i. Turf magazine has within the site multiple different online magazines and

online communities for bloggers. All of the information found on Kioti was through the form of Press Releases under the “What’s New” tab. There were 25 total matches found for them while researching their competition, Kubota there were over 80 matches and even an ad popped up when I went to the website

d. Compact Equipment http://compactequip.com/ i. This website is a Canadian and United States buyer’s guide to purchasing

the right farm equipment for them. On the website KIOTI there were 17 matches for it all in which are Press Releases promoting their new products

e. Farm Equipment http://www.farm-equipment.com i. There are 32 searches for KIOTI and they are all Press Releases they all

bring KIOTI in a positive light.

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f. Rural Lifestyle Dealer http://www.rurallifestyledealer.com/ i. Rural Lifestyle Dealer is a publication that is mailed to equipment dealers,

wholesaler/distributors, manufacturers and representatives throughout the United States and Canada. I found 70 hits on KIOTI when searched however there were no known advertising pieces on the website. Among the 70 press releases found, all seemed to clearly outline information taking place with KIOTI as well as highlighting its achievements. There were so many articles but none seemed to portray KIOTI in a negative light.

g. Power Equipment Trade http://www.powerequipmenttrade.com/ i. Power Equipment Trade is a free monthly lawn care magazine that offers

equipment news, tech tips, products and more. In addition to the digital or print magazine, they also offer a PETnet newsletter that allows readers to stay on top of the industry. By scrolling down on the website's homepage, there is a visually animated advertisement that promotes KIOTI. When the company was researched, I found ten entries on KIOTI Tractors that were mostly blog posts by the web editor and a few site manager posts from the showroom. There is nowhere to leave comments on the article because the comments button is deactivated. Overall, I felt the press was informative and positive. It was really interesting to read the blog that derived from a press release that discussed the Annual KIOTI Dealer Meeting held in Raleigh. It said that this was where ‘Drive and Ride’ events took place as well as extensive sales and marketing training.

h. Living the Country Life i. http://www.livingthecountrylife.com/machinery/tractors/pink-power/

ii. This website is a collection of articles, reviews and projects that people in a country area can read about. When I first got onto the website an advertisement for Kubota tractor was on the side, which is already a negative aspect.

iii. The website itself had two articles that were related to KIOTI tractors. One was an article on what people should look for when buying a compact tractor and telling them what they should pay special attention on and what one KIOTI model offered. The other was an article about how a woman who bought a KIOTI tractor was able to get hers painted pink by the dealer because of her mother who had recently passed away from breast cancer

iv. This website had a positive feedback regarding KIOTI with both articles because the one informed customers of one the models offered that they could purchase and the other tells about how KIOTI are willing to work with customers to help meet their wants and needs.

B. 2011 Online Advertising a. DIYnetwork.com

i. http://www.diynetwork.com/

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ii. The DIY network is a do it yourself website that informs people how to do every day repair jobs in their home. From the leaky sink to how to paint the living room this website gives instructions on how to do it

iii. The website did not offer any articles containing any information on KIOTI even though they do offer instruction on gardening and landscaping which is an aspect that KIOTI feels is a big target audience.

iv. This website offered a neutral feedback due to the fact that it does not offer any articles or advertisement for any tractor companies that I saw.

b. Lawnsite.com i. http://www.lawnsite.com/showthread.php?t=330147&highlight=kioti

ii. This article talks about the expansion of dealerships across the United States. The four new dealerships were chosen because of their impeccable customer service. They will have all the new KIOTI tractors and UTV’s and all of the implements and attachments. It also says KIOTI continues to strive to develop new technology and designs to satisfy landscapers, hobby farmers, and other construction markets. One person made a comment about how excited they are for the expansion.

iii. Although there is one article, the website does not really give negative feedback on KIOTI, however they do not have links to KIOTI’s homepage like they do with others such as bobcat.

iv. This website did not offer any advertisement but they did have a link to bobcat’s page which has its own line of tractors that could take potential buyers away from KIOTI.

c. Powerequipmenttrade.com i. http://www.powerequipmenttrade.com/kioti-launches-facebook-fan-page/

ii. This article is from March 2010 and talks about KIOTI creating a Facebook fan page. They wanted to add an additional communication network to get feedback from dealers and customers. They also want to gauge input from their dealers. Any complaints or needs they may have and are not able to get a hold of an actual person, someone is always catching up with their KIOTI Facebook page and giving the company any feedback they receive.

d. Tractorbynet.com i. http://www.tractorbynet.com/content/tractor-news/kioti-introduces-new-

line-of-utvs/ ii. This article was from November 24, 2009 and was about introducing the

KIOTI UTV’s for work or for play. It talks about all of the conveniences and attachments that come with the UTV and all that it could be used for. There was one comment on the article and it was from someone who had just bought the MECHRON 2200 and said it was a “tough little truck”. He says that it works in all areas around his farm. He also says “he hasn’t found its limit yet”. He ends the comment by saying it was worth the money and the tractor lives up to the name KIOTI.

iii. They have a great forum area that lists all the tractor brands. KIOTI was split into two categories, KIOTI buying and pricing, and KIOTI owning and operating. This site has over 5,000 Threads and 48 thousand posts, the

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most I have seen yet for KIOTI. It’s very important for KIOTI to have some brand representation on this forum website so that the brand can make sure the correct information is being passed around. Many times on this website people ask questions about the tractor or brand that goes unanswered. This would be a great way to connect with your public and show customer service. An example of a question on the site is, “The new black that replaces the gray that used to be used until recently... Does anyone know what color it is? Is it available from someone other than KIOTI?”

C. FACEBOOK.COM a. KIOTI’s Facebook page is active and they have about 650 people that like the

page. For a company of their size and considering the number of years they have been around, this number is extremely low. KIOTI needs to push for more user interaction and get more likes.

b. Some ways KIOTI could be more successful at interacting with their pubic and creating a strong presence online is through creating user generated content. User generated content is used to describe websites wherein the content is uploaded by users of the site. YouTube and Flickr are great examples of sites that rely heavily on user-generated content. It’s all about getting your publics involved.

c. KIOTI’s Facebook page could host giveaways and contest that would add to the overall interaction on the page. Having tabs that drop down from the top that have each tractor KIOTI has, directly on the Facebook page that allows users to look at the products without leaving the page. Facebook like buttons should be on ever tractor so you can see what the most popular tractor is and what your public is saying about your products. This is also a great way to collect and analyze data your public is giving you. Social media is a big part of growing your brand these days and being a part of the conversation your public is having about you is one way to stay ahead of the pack.

D. Lexis-Nexis Online Database a. http://lexisnexis.com.jproxy.lib.ecu.edu/hottopics/lnacademic/ b. This database had some good articles and news about the company. Most of it

seemed to be released by KIOTI and doesn’t show a real analysis of the media. The plus side is they do have some good positive articles about the brand and tractors that KIOTI could use and push out to their publics via Social media outlets like Facebook and Twitter.

E. Conclusion: Media Analysis a. After reviewing the media efforts of KIOTI, we found that there was a lack of

promotion and interacting via Social media. KIOTI has a “safe” media analysis. The ratio between good and bad media is high. There are far more good things to say about KIOTI than bad from what we could see on the media analysis. On the flip side of things the amount of media that does not have anything to say about KIOTI is higher than the good things that are said. This could be worse for KIOTI because this means, not much is being said about their brand. Most of the good opinion. This could very well be one of the main issues KIOTI has with trying t grow the brand and increase sale. KIOTI needs to be more visible.

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Core Problems/Opportunities Core Problem: There is a significant disconnect between dealers and KIOTI, presenting the core problem that is detrimental to their advertising abilities and their relationship with previous and future customers, also hindering their potential to raise brand awareness and leaving no opportunity for improvement from customer complaints. Opportunities We have the opportunity to:

• Determine key markets and effectively reach out to them, gearing towards their specific needs

• Find these publics and their demographics, analyzing the most effective way to reach them

• Get the products into our consumers hands so they feel like they need it--this is the most

effective way to gain loyal customers

• Have an outdoor event with refreshments, where all products are spread out in a strategic manner, allowing customers to test products and see them up close--patrons would have the opportunity to test drive, sit on the tractors --this would be a good marketing plan as well as an opportunity for customers to feel the tractors and see for themselves why they should buy them

• Advertise for this event in landscaping stores, nurseries and home improvement stores--

key publics NEED to be reached out to!

• Better serve our key markets and gain loyal customers; therefore, word of mouth advertising between customers will eventually become our key strategy

• Get the public involved by having ‘KIOTI Games’ where customers can interact--this

would be an event for publics to test our tractors and see how they do and how they hold up--we would create press releases for the news to try to make it a big event

• Make more than a splash in the media and direct the current lack of focused approach to a

more targeted specific approach

• Gain dealer support

• Sponsor events, including golf tournaments, outdoor showcases, fairs, NASCAR races, where the key publics would be targeted and involved

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Goal & Objectives

Goal: To create positive KIOTI brand awareness among the key publics. Objectives:

1. Increase positive consumer feedback on KIOTI brand from the key publics. 2. Increase dealer satisfaction with and number of dealer training sessions. 3. Increase sales by at least 1% by the end of 2012.

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Hobby Farmers

Primary Message: Don’t fall behind in your garden, run ahead of the pack with KIOTI. Secondary Message:

• KIOTI is committed to the advancement and growth of compact tractor technology • Our reliable and quality engines are custom made by our Daedong-USA, Inc. Division

Strategy: To create positive KIOTI brand awareness among hobby farmers in local dealership areas through our special annual event- KIOTI Games

We would have a large event called the ‘KIOTI Games,’ where we would have competitive activities in which customers could try out our product and see how durable and effective our tractors are. By incorporating games and fun activities, we would draw hobby farmers, their families, and friends to our event. We will also incorporate youth farmers to build future publics and establish a relationship with them early on. This would create a large scope of feedback. Since hobby farmers enjoy what they do, they would be more likely to take the time to come out and spend a day enjoying activities and looking at our tractors.

Tactics:

• Post event information to KIOTI Web site • Send postcards to customers in database • Send press releases to local media entities • Send press releases to FFA (Future Farmers of America) and with that, we will send

tickets for free KIOTI t-shirts—an incentive for attendance and serves as a walking advertisement

• Send press releases/flyers to AFA (American Farmers Association) • Send press releases to 4H clubs • Send flyers, advertisements and press release to each state’s agricultural departments • Create an electronic press kit that includes a fact sheet, press release and company

brochure • Advertise on Facebook, creating more interactive tabs that relate with current fans,

generating event awareness • Partner with Bass Pro Shops, Chipotle and Local Harvest

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Dealers Primary Message: KIOTI, your specialist for compact tractors Secondary Messages:

• All-inclusive, Bumper-to-Bumper 4 year Warranty for Engine and Drive Line

• Minimal outsourcing with 90% of the tractors made by KIOTI

Strategy: To make an incentive program that will encourage dealers to endorse KIOTI products

We want to make sure the dealer gets brand recognition for supporting KIOTI, so the dealer who sells the most in a given year would become our official dealer of the area. What this means is if someone wants to order a part, or buy a new tractor and contacts KIOTI, KIOTI will locate them to our “dealer of the area” first before any other dealership.

Tactics: • We would send flyers and branded information to all KIOTI dealerships informing

them of our incentive program as well as send a representative from KIOTI to meet with the managers of the dealership insuring that they are aware of the opportunity, and answer questions they may have.

• KIOTI will send out a dealer news letter informing all dealerships of who the dealer of the area is and also tips and other information on how they can further help the KIOTI brand and their dealership.

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Lawn Care Primary Message: Break ground on your next project with KIOTI. Secondary Messages:

• KIOTI is committed to the advancement and growth of compact tractor technology

• Minimal outsourcing with 90% of the tractors made by KIOTI

Strategy To create brand exposure through coat-tail marketing such as Dixie Classic Deer Show (Hunting Fishing Expo), NASCAR, State/Country Fair

We would present our products at each of these events, which lawn care farmers are likely to be present at. We would advertise though this event, having a large tent with our name very visible.

Tactics:

• Dixie Classic Fair (Hunting Fishing Expo), • NASCAR • State/Country Fair: NC, OH, and CA • We would hand out flyers at these events--any way we could partner with these major

brand names would be a positive movement towards our desired exposure--by being present and interacting with members of these organizations, we will not only positively influence consumers, but will improve our relationship with these marketing companies

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General

Primary Message: Guaranteed durability at an affordable cost. Strategy To create curiosity about KIOTI brand among the general publics through Innovative Marketing.

• Strategic product placement (PPL) –we will place the tractors strategically along I81 and I95, along with other high traffic areas, we will also stay aware of local and state major events in which we will place our tractors lined up in fields along the way

• We will also perform publicity stunts where we will hire trained dealer employees to drive a parade of tractors around highly populated area near KIOTI dealer locations Specific large city parades, having all floats in this local parade pulled by KIOTI products, showing off our most powerful tractor, the DK90

Tactics:

• Strategic Product Place (PPL) • PR Stunt • Specific large city parades, having all floats pulled by KIOTI products (especially our most

recognizable tractors) • KIOTI Blog called KIOTI TRACS

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38    

39    

Communication Confirmation Table Part 1

Key Public Self-Interests Primary Messages Influentials

Dealer

• Cohesive relation with KIOTI • Want to be more educated on the brand

“KIOTI, your specialist for compact tractors”

• Owner of dealerships • Media • Dealer association

Hobby Farmers

• Not primary income, maintaining a small farm • Sources of side income

"Don't fall behind in your garden, run ahead of the pack with KIOTI tractor" - offers a 10% cheaper tractor than competitors

• Personal farmers

Lawn Care

• Machinery that will last and are able to recommend to others to take care of lawns

"Break ground on your next project with KIOTI" - control product quality (guarantee)

• Independent business owners

General

“Guaranteed durability at an affordable cost.”

• Landscapers • Media

40    

Communication Confirmation Table Part 2

Key Public Objectives Strategies Tactics

Dealer

Increase number of dealer training sessions in 2012

1. To make an incentive program that will encourage dealers to endorse KIOTI products

• Send flyers, dealer newsletters, and branded information to all KIOTI dealerships informing them of our incentive program as well as representative from KIOTI to go and meet with managers of the dealership insuring that they are aware of the opportunity, and answer any questions they may have

Hobby Farmers

Increase sales at least 1% by the end of 2012

1. To create positive KIOTI brand awareness among hobby farmers in local dealership areas through special event: KIOTI Games

• Post event information to KIOTI web site • Send postcards to customers in database • Advertise on Facebook, create custom tabs that interact with current fans, even awareness • Partner up with Bass Pro Shops, Chipotle, and Local Harvest

Lawn Care

Increase sales at least 1% by the end of 2012

1. To create brand exposure to lawn care through coat-tail marketing such as Dixie Classic Fair (Hunting, Fishing Expo), NASCAR, State/Country Fair

• Dixie Classic Fair (Hunting Fishing Expo) • NASCAR • State/Country Fair: NC, OH, and CA Handing out flyers are these events to partner up with major brand names; being present and interacting with organizations will positively influence customers and improve relationship with marketing companies

ALL General

Increase positive consumer feedback on KIOTI brand

1. To create curiosity about KIOTI brand among the general publics through Innovative Marketing

• Strategic Product Place (PPL) • Specific large city parades, having all floats pulled by KIOTI products (especially our most recognizable tractors) • KIOTI Blog called KIOTI TRACS

41    

42    

Goal: To create positive KIOTI brand awareness among the key publics. Objectives:

1. Increase dealer satisfaction and number of dealer training sessions Criteria: Increase the number of dealers who participated in dealer association, and media coverage • Tool 1: Count the number of dealers who participated in dealer association • Tool 2: Count the number of people who participated in the KIOTI game events after the

event • Tool 3: Count the media coverage who talked about KIOTI game events and KIOTI

brand in general in 2012

1. Increase positive consumer feedback on KIOTI brand from the key publics. Criteria: Increase of positive perception about KIOTI brand among Key Publics • Tool 1: Conduct customer satisfaction survey among the key publics who purchased

KIOTI tractors • Tool 2: Conduct online surveys on social media to evaluate KIOTI product image. In this

case, survey doesn’t necessarily need to target customers who purchased KIOTI tractors in the past

2. Increase sales by at least 1% by the end of 2012 Criteria: Sales increase • Tools: Record sales until 2013 and compare the sale increase with the record of 2011 and 2012

43    

44    

COPY OUTLINE- Brochure

Key Publics: Tractor Dealers, Hobby Farmers, Lawn care Action desired from publics: We want our publics to be more informed of KIOTI’s affordability and durability. Primary Messages:

1. Don’t fall behind in your garden, run ahead of the pack with KIOTI • KIOTI is committed to the advancement and growth of compact tractor

technology • Our reliable and quality engines are custom made by our Daedong—USA, Inc.

Division

2. Break ground on your next project with KIOTI • KIOTI is committed to the advancement and growth of compact tractor

technology • Minimal outsourcing with 90% of the tractors made by KIOTI

3. KIOTI, your specialist for compact tractors

• Great warranty – 4 year and bumper to bumper for 2 years • Minimal outsourcing with 90% of the tractors made by KIOTI

Testimonials: “I have abused this little tractor beyond any normal operation and it still continues to tick right along” –Barry Bodde, M.O. “I’ve owned a KIOTI for three years now and I’ve asked more from this tractor that I really should of and it keeps on delivering.” –Brad Chandler, S.C. “KIOTI’s warranty is unbeatable, knowing that my tractor is guaranteed for 4 years, makes the purchase less of a burden.” – Tom Hewitt, N.C. “I’ve been a tractor owner and operator for many years. My new KIOTI is the best investment I’ve ever made.”—Ben Howard, P.A. Cover Title: KIOTI Photos: Brochure size and paper:

• Owners on tractors - Standard paper size “8.5 x 11” • Logo - Semi-Gloss • Tractors in use - Weighted • Graphics of charts

Distribution: Print Quality & Number of colors: • Dealers businesses - Orange and Black (2) • Events held • Mailing

45    

46    

COPY OUTLINE- ‘How To’ Guide for Dealer Incentive Program:   Key Public (audience): Dealers Action Desired from public(s): Dealers to endorse KIOTI products How that action ties to the key public’s self-interest: We want to make sure the dealer gets brand recognition for supporting KIOTI, so the dealer who sells the most in a given year would become our official dealer of the area. What this means is if someone wants to order a part, or buy a new tractor and contacts KIOTI, KIOTI will locate them to our “dealer of the area” first before any other dealership. Overriding message and tone: If dealers support KIOTI, they will benefit from the opportunity to gain loyal customers through our partnership. Persuasive tone. Primary plan of action and self-interest appeal strategies:

A. Send flyers and branded information to all KIOTI dealerships informing them of our incentive program

B. Refer a representative from KIOTI to meet with the managers of the dealership insuring that they are aware of the opportunity, and answer questions they may have.

C. Distribute a dealer newsletter informing all dealerships who the dealer of the area is and giving tips and other information on how they can further help the KIOTI brand and their dealership.

Method of timing of distribution: Info packs are being sent out each week in May. The first two weeks in June there will be representative meetings and then the last week of June we will send out a follow up email.

47    

COPY OUTLINE- Press Release Key public: hobby farmers, lawn care and dealers Secondary publics: Future Farmers of America, 4-H Members, State Agricultural Departments, AFA, community leaders, newspapers, tractor magazines, media Action desired from public: Attend KIOTI Games News Hook: KIOTI Tractor Starts a New Annual Celebration Extravaganza Proposed headline: KIOTI Games Proposed lead: KIOTI Tractor travels to trade shows, fairs, parades and the annual George Straight Team Roping Classic each year. But this year, KIOTI will be having their own kind of show, the first annual KIOTI Games.

1. Primary Message: Feel better with KIOTI Secondary: KIOTI has great quality tractors that are dependable and affordable KIOTI supports healthy and locally grown food

Third-party influential and how they will be used: quote from CEO of KIOTI Proposed photos/figures/art: None Method and timing of distribution: E-mail to proposed audiences and media outlets Specific media to receive release: KIOTI database of consumers, Chipotle’s Twitter followers, Chipotle’s Facebook fans, Chipotle’s e-mail database, Local Harvest e-mail database, example newspaper from Northeast Region 1 - Pittsburgh Post-Gazette, Southeast Region 2-News and Observer of Raleigh, example newspaper from Western Region 3- Seattle Times, 10 tractor magazines from media analysis Timeline/deadline: Week of January 3 2012-Week 3 of March 2012        

48    

          Press Release 01/01/2012 Contact: Christie Church JACCKK PR church@jacckkpr.com (440) 228-5240 KIOTI Games KIOTI Tractor Starts a New Annual Celebration Extravaganza

WENDELL – KIOTI Tractor travels to trade shows, fairs, parades and the annual George Straight Team Roping Classic each year. But this spring, KIOTI will be debuting their own event, the first annual KIOTI Games. The ‘Games’ will consist of large-scale demonstrations, interactive tractor trial runs, food booths, hayrides, children’s activities, races and a Dealer UTV challenge course. The activities will take place in four locations including the west, northeast and southeast region. It will be open to the general public and no admission fees will be charged. KIOTI has partnered with Bass Pro Shops as well as Chipotle Mexican Grill and Local Harvest to promote healthy living at the event. KIOTI games will be a great outdoor event that will bring together communities and showcase the improved and durable products of KIOTI, while giving patrons the opportunity to test drive and examine what KIOTI has to offer.

49    

COPY OUTLINE- Fact Sheet Key public (audience): General How that action ties to the key public’s self-interest: Publics will gain better understanding of KIOTI’s low-rate financing and cash rebate incentive programs, part availability and service, and high quality durability. Overriding message: Since the first KIOTI compact tractor was introduced in 1986, it has achieved rapid and on-going progress, aligning itself among the nation’s compact tractor brand leaders. Primary messages:

1. Primary Message: Our reliable and quality engines are custom made by our Daedong-USA, Inc. Division Secondary: KIOTI is committed to the advancement and growth of compact tractor technology

2. Primary Message: 98% of Tractor is manufactured in-house Secondary: Customized Accessories and Attachments

3. Primary Message: All-inclusive, Bumper-to-Bumper 4 year Warranty for Engine and Drive Line Coverage on all KIOTI Tractors

Secondary: KIOTI is committed to customer satisfaction and tractor reliability.

Yearly Outlook Involvement: KIOTI Games in affiliation with Bass Pro Shop, Dixie Classic Dear Show, NASCAR, State Fairs, City Parades  

 

 

 

 

     

50    

             KIOTI is a division of Daedon-USA, Inc. headquartered in Wendell, North Carolina. Deddong-USA, Inc. is a North American Subsidiary of Daedong Industrial Co, Ltd. based in Daegu, South Korea. KIOTI specializes in the sale and service of quality compact tractors, attachments and implements. Since the first KIOTI compact tractor was introduced in 1986, it has achieved rapid and on-going progress, aligning itself among the nation’s compact tractor brand leaders. Benefits Low-Rate Financing and Cash Rebate Incentive Programs Part Availability and Service High Quality Cost Priced at market value but varies upon KIOTI model and series Special Features All-inclusive, Bumper-to-Bumper 4 year Warranty for Engine and Drive Line Coverage on all KIOTI Tractors 90% of Tractor is manufactured in-house Customized Accessories and Attachments Yearly Outlook Involvement KIOTI Games in affiliation with Bass Pro Shops as well as Chipotle and Local Harvest, Dixie Classic Dear Show, NASCAR, State Fairs, City Parades    

51    

   

 

           

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