Cash study 5 Cash study 5

Chapter 9 Not for Profit Chapter 9 Not for Profit OrganizationOrganization

Craig LizotteCraig Lizotte

About the CompanyAbout the Company

Company 5 is a not for profit trade Company 5 is a not for profit trade organization.organization.

Global Global It is in the building industry. It is in the building industry. Small scaleSmall scale Been around for 80 years.Been around for 80 years. Has 1% of the market for specialized Has 1% of the market for specialized

building material.building material.

Why was this company Why was this company chosenchosen

The objective of this case study is The objective of this case study is to Branding a company.to Branding a company.

Small institution w/ Large Small institution w/ Large competitor.competitor.

Shows that the same concepts Shows that the same concepts are applied to non profit are applied to non profit organizations.organizations.

Mission StatementMission Statement

To be the industry’s leading To be the industry’s leading source for credible information on source for credible information on the benefits and applications of the benefits and applications of specialized building materials. specialized building materials.

Goal Goal

To increase demand for To increase demand for customized building material it customized building material it improves profitability of improves profitability of producers distributors and producers distributors and wholesalers. wholesalers.

Lower prices.Lower prices.

Analysis Analysis

Company 5 needs to work on:Company 5 needs to work on: BrandingBranding Ways to target. Ways to target. Useing technical words on Useing technical words on

websites websites

such as tech info vs. publications.such as tech info vs. publications.

Plan to Achieve Plan to Achieve Missions Missions 1. Educational, technical and 1. Educational, technical and

engineering expertise.engineering expertise. 2. Ongoing liaison with 2. Ongoing liaison with

government and regulatory government and regulatory agencies.agencies.

3. Analysis of building materials 3. Analysis of building materials and different types of and different types of construction.construction.

SWOT AnalysisSWOT Analysis

StrengthStrengthTalented graphic designerTalented graphic designerOrganized websiteOrganized website

WeaknessWeakness1% of market share for 1% of market share for

specialized building specialized building materialmaterial

Filed bankruptcy but Filed bankruptcy but raised funds to stay in.raised funds to stay in.

Not enough capital to meet Not enough capital to meet market branding needs.market branding needs.

Opportunities Opportunities Not created image yet.Not created image yet.

ThreatsThreatsLarge corporation Large corporation

competitorcompetitor

StaffStaff

Three full time technical Three full time technical employees.employees.

Managed by executive director Managed by executive director and director.and director.

FundingFunding

Membership dues.Membership dues. Sales of technical publications.Sales of technical publications. Government grants.Government grants.

Market ResearchMarket Research

First phaseFirst phase– Gave surveys to distributors, Gave surveys to distributors,

wholesalers, engineers, architects, wholesalers, engineers, architects, and contractors, of their opinion and contractors, of their opinion towards the image and building towards the image and building materials.materials.

Second phaseSecond phase– To assess companies image .To assess companies image .

Target AudienceTarget Audience

Technically TrainedTechnically Trained– Engineers Engineers – ArchitectsArchitects

Branding Strategies Branding Strategies ModelModel

1. Monitor environment.1. Monitor environment. 2. Brand communications to long term advertising 2. Brand communications to long term advertising

and public relations vs. short term sales promotion.and public relations vs. short term sales promotion. 3. Communication strategies to reach opinion leaders 3. Communication strategies to reach opinion leaders

and get positive word of mouth.and get positive word of mouth. 4. Create image based on the company not its 4. Create image based on the company not its

services.services. 5. Visual image to support branding strategy. (logo??)5. Visual image to support branding strategy. (logo??) 6. Branding strategy for all customer contact points . 6. Branding strategy for all customer contact points . 7. Establish strategic alliance.7. Establish strategic alliance. 8. Internet presents that consistent with branding 8. Internet presents that consistent with branding

strategy. strategy.

1. Monitor 1. Monitor EnvironmentEnvironment Secondary research to monitor Secondary research to monitor

governmental and regulatory changes.governmental and regulatory changes. Positive experience for visitors.Positive experience for visitors. Toll free number to disarm negative Toll free number to disarm negative

experiences.experiences. and answer questions. and answer questions.

Web site designWeb site design– Efficiency-Fast, organized, easy to navigate.Efficiency-Fast, organized, easy to navigate.– Fulfillment-delivered on time.Fulfillment-delivered on time.– Reliability-site availability, doesn’t freeze. Reliability-site availability, doesn’t freeze. – Privacy-Information is not shared.Privacy-Information is not shared.

2. Brand communications to long 2. Brand communications to long term advertising and public term advertising and public relations.relations. Targeted communication strategy Targeted communication strategy

which used advertising and public which used advertising and public relations to promote its brand.relations to promote its brand.

Wrote articles on building material to Wrote articles on building material to show expertise to increase show expertise to increase credibility. credibility.

3. Communication strategies to reach 3. Communication strategies to reach opinion leaders and get positive word of opinion leaders and get positive word of

mouth.mouth.

Interviewed government and Interviewed government and regulatory agencies to develop regulatory agencies to develop ongoing communications with them.ongoing communications with them.

4. Create image based on the 4. Create image based on the company not its services.company not its services.

For long-term branding company For long-term branding company 5 made a brand that was 5 made a brand that was creditable.creditable.

5. Visual image to support 5. Visual image to support branding strategy.branding strategy.

Consulted with visual experts.Consulted with visual experts. Since there is no brand image they Since there is no brand image they

will have to get a logo that will will have to get a logo that will demonstrate its goals.demonstrate its goals.

Innovative, global and creditable Innovative, global and creditable Their tag ling isTheir tag ling is

““The only source for building The only source for building materials selection.”materials selection.”

6. Branding strategy for 6. Branding strategy for all customer contact all customer contact pointspoints Minimal customer contact points.Minimal customer contact points. Manufactures, intermediaries, end Manufactures, intermediaries, end

users, and regulatory bodies.users, and regulatory bodies. Each user is asked to selected the Each user is asked to selected the Each group is targeted Each group is targeted

appropriately to create a strong appropriately to create a strong brand image. brand image.

7. Establish strategic 7. Establish strategic alliancealliance Formed alliances with Formed alliances with

organizations after it proved its organizations after it proved its credibility.credibility.

8. Internet presents that's 8. Internet presents that's consistent with branding consistent with branding strategy. strategy. Focus is online Focus is online Used market research to help brand.Used market research to help brand. Focused on services.Focused on services. CMR will we be applied to strengthen CMR will we be applied to strengthen

relationship.relationship.

Value BubbleValue Bubble

Company 5 uses all 5 stagiest of the Company 5 uses all 5 stagiest of the value bubble with potential customers value bubble with potential customers and 4 for existing customers.and 4 for existing customers.

1. Attracting1. Attracting 2. Engaging2. Engaging 3. Retaining3. Retaining 4. Learning4. Learning 5. Relating5. Relating

AttractingAttracting

Site is well Organized. Site is well Organized. Technical info.Technical info. Credit cards not excepted Credit cards not excepted

delaying shipping.delaying shipping. Full of dead end pages.Full of dead end pages. Failed to apply company goal in Failed to apply company goal in

website.website.

EngagingEngaging

Customized WebPages based from Customized WebPages based from

targeting.targeting. Some features made the site appear Some features made the site appear

amateurish.amateurish.

RetainingRetaining

Strengthen brand by motivation Strengthen brand by motivation repeated visits.repeated visits.

Frequent updates.Frequent updates. New services. New services. Offer seminars.Offer seminars. Client monitoring to update content. Client monitoring to update content.

LearningLearning

Registration section which build Registration section which build up a data base of visitors up a data base of visitors preferences, demographics, and preferences, demographics, and company affiliations.company affiliations.

Click stream and log file tracking.Click stream and log file tracking.

RelatingRelating

Huge data base allows for more Huge data base allows for more effective branding.effective branding.

Articles will be targeted based on Articles will be targeted based on previously profiled interests previously profiled interests topics.topics.

Personalized e-mails.Personalized e-mails.