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Meet the Team
Our Philosophy
Each and every individual has a goal; a dream; a story.
Here at Point North Marketing, we strive to bring them to
life. We believe in empowering individuals and turning
theoretical into actual. Point North embraces
professionalism and seeks personalization to assist our
members in business success and accomplishment. We strive
to become advocates, facilitators, and educators in the
community to help provide a better place for all to live,
grow, and learn.
Table of Contents
1 What is an IMC?
2 Situation Analysis: Internal Analysis
4 Situation Analysis: External Analysis
9 Communication Objectives
10 Business Objectives
11 Target Market Overview
12 Primary Target Market
15 Secondary Target Market
17 Brand Overview
18 Brand Characteristics
Brand Image
Semantic Differential Scale
Logo/Tagline/Color Palette
Position
22 Creative Recommendations
Paid, Owned, Earned Media
Radio
Direct Mail
Website
Community Relations
Guerilla Marketing
31 Timeline
Weekly
Annual
33 Revised Marketing Budget
34 Thank You
35 Resources
Mission Statement
Arrowhead Builders Association’s Vision:
To be the region’s primary resource by setting the standard for integrity, value and trust; we
support, promote and enhance the building industry.
Duluth Home Builders Association on January 21, 1952 began as the area’s leading authority
and driving force for advancing the building industry. The first parade of homes was in 1953
which became the “Homes on Parade”. In 1974, they became affiliated with NAHB and BAM, joining forces with builders associations at the state and national level. Arrowhead Builders
Association now consists of two employees, Chelle and Hannah, and several board members
who bring the personality, drive, commitment, and leadership that we have seen throughout
our time working with ABA.
Mission: ABA is committed to supporting quality craftsmanship and community stewardship. We
promise our members that we will always provide responsive service and a solid value for their
investment, and that we will represent their interests to the best of our ability. We promise the
general public that we will always encourage and support best practices and ethical behavior by
our members when doing business within this association and with the public.
IMC Components
The Foundation
•Stategic understanding of product and market
•i.e. buyer attitude and behavior; competitors
The Corporate Culture
•Corporation brand reflects corporation culture
•i.e. Values, customs, and traditions
The Brand Focus
•Logo, tagline, style, and core message of brand
Consumer Experience
•Design and product packaging; product experience and service
•i.e. "Unwrapping experience"
Communications Tools
•All forms of advertising, direct marketing, and online communications
•i.e. Paid, owned, and earned media
Promotional Tools
•Trade and consumer promotions; public relations
•i.e Corporate sponsorships with community organizations
Integration Tools
•Software to track consumer behavior and campaign effectiveness; customer relationship managment (CRM) software and web analytics
•i.e. LinkedIn and Google Analytics
What is an Integrated Marketing Communication plan?
An Integrated Marketing Communication (IMC) is an approach to brand communications, where
the different modes work together to create a seamless experience for the customer. The brand
communications are presented with a similar tone and style that reinforces its core message.
The goal is to maximize cost effectiveness and unification among all aspects of marketing
communications such as advertising, sales promotion, public relations, direct marketing, online
communications, and social media.
Situation Analysis
A collection of methods that are used to analyze the internal and external strategies of a
business to help understand the organization’s capabilities, customers, and business
environment.
Internal Analysis
An internal analysis focuses on the company’s past promotional strategies, assessing the
company’s promotional organization and capabilities. It also reviews the company’s previous
promotional programs and results. Lastly, it looks at their relative strengths and weaknesses of
their unique products and services.
What is ABA doing currently? ABA’s current variety of events includes Homes on Parade, Duluth Home Show, Golf Outing
and Member Night Out. They provide a weekly newsletter, direct mail, updates through email,
Facebook, LinkedIn, and their website, educational workshops, and community involvement
(Habitat for Humanity, other non-profit events). A flexible budget has allowed money to be
allocated where needed.
65.33%
34.67%
2013 Expenses
Other
expenses
Promotional
expenses
65.33%
3.97%
0.31%
2.03%
23.04%
5.32%
Promotional expenses Other expenses
Annual dinner
Home show
Golf outing
Homes on
Parade
Member night
out events
2013 Total expenses = $30,048.33
2013 Promotional expenses = $10,417.81
Current Brand Image There is a lot of confusion around what Arrowhead Builders Association is and what they do.
Frequently confused with other associations, such as the Veterans Association and the Duluth
Builders Exchange, a need for brand awareness and clarity is vital for the development of ABA’s
image.
Key Benefits of ABA Support
A membership with Arrowhead Builders Association is designed to take what is challenging for
business owners, and effectively transform it into something rewarding and worthwhile.
Arrowhead Builders Association is an advocate, creating a united voice in legislature that speaks
on behalf of the individual needs of their members. They are educators, advancing the
knowledge and expertise of their members. Most importantly, they are a facilitator, fostering
and maintaining deeply rooted relationships within the community.
Unique Selling Points Enhancing members’ business and building the community: ABA believes in
education, hard work, and an ethical standard to create memorable and long-lasting
relationships.
Representation: Every member has individual needs, whether it is community involvement,
education, legislative, networking, business enhancement, etc., ABA works with members to
satisfy their needs.
Situation Analysis
External Analysis
External Analysis covers the customer, their buying habits, factors that influence their buying
habits, and the competition. The customer analysis focuses on who buys the service and how
they feel about the service.
ABA’s Customers Arrowhead Builders Association’s members are established business owners in Northeastern
Minnesota. ABA also has associates, businesses who have an interest in working with
contractors such as banks, hotels/ lodging, building supply stores, accountants, etc.
Contractors
Subcontractors
Materials
Equipment
Business
Services
Legal
Banks
Situation Analysis
External Analysis Environmental Analysis The environmental analysis looks at factors that influence the decision to purchase a
membership with Arrowhead Builders Association. Our focus is on the economy and the
housing market.
Economic and Housing Market Influencers
The year 2013 was a positive one for the housing sector, and 2014 promises to see
gains in job creation and economic growth.
Numbers from the Census Bureau and the Department of Housing and Urban Development
reveal that total housing starts increased more than 18 percent from 2012 to 2013.
The total number of single-family homes that began construction in 2013 was up more than 15
percent over the prior year.
Multifamily properties with five or more units, construction was up almost 25
percent year after year. Such units are mostly rental homes, with this market recovering
first as newly formed households typically rent before becoming homeowners.
The National Association of Home Builders is forecasting a 24 percent
pickup in total housing starts, with even larger gains for single-family.
In short, the situation for 2014 is clear: The housing industry is set to have another
positive year that will lead to jobs and investment. Absent missteps on policy issues, the housing
scorecard for 2014 will show its largest post-Great Recession economic contributions to
date.
In times of economic downturn and
housing market crashes like the
crash of 2008, contractors are
faced with the worry of providing
for their families and trying to get
by. The “roller coaster” housing
market leaves a lot of potential for
Arrowhead Builders Association.
Situation Analysis
External Analysis
Competitors of ABA
Competitors of ABA will be considered indirect competitors. Our only competitors are
considered indirect because each builders association serves a specific territory that is most
convenient for the business owners in that area. Location of contractors and businesses will
determine which association builders choose. Although they are indirect, they can have a major
impact on ABA’s memberships.
The nearest indirect competitors are Northern Minnesota Builders Association (NMBA),
Central Minnesota Builders Association (CMBA), and the Mid Minnesota Builders Association
(MMBA). Highway 33 is considered the boarder, separating NMBA and ABA’s territories, the
end of Aitkin and Carlton County separate CMBA and ABA, and the boarder of Aitkin and
Crow Wing County separate MMBA and ABA. Although MMBA’s location is far from ABA’s
territory, there is potential competition. Members near these boarders have the option to
decide which association to join.
Indirect Competitors
Northern Minnesota Builders Association
Counties: Part of St. Louis, part of Aitkin, Itasca, Koochiching, Lake of the Woods
Services
$475 Annual payment
3-in-1 Membership
Continuing education
Marketing contacts
Insurance programs
Public/community relations program
Discounts
Business tools of the trade
Keep informed and up to date-Laws and Regulations
Central Minnesota Builders Association
Counties: Pine, Isanti, Mille Lacs, Sherburne, Benton, Morrison, Todd, Stearns
Services
$485-665 Annual Payment
Information on State Laws impacting the
industry
Have a voice in the laws and rules that
impact the industry
Have a voice in the courts
Code advocacy and best practices
Insurance solutions
Discounts
Quality education
The latest information
One membership for three associations
(BAM and NAHB)
Tour of Homes
(Specific services for CMBA)
Daily referrals
Free advertising
Home Show
Remodelers Tour of Homes
Membership meetings
Special events
Councils and committees
Banner advertising
Community services
Sponsorship opportunities
Publications
Membership directory
Mailing labels
Professional logo
Mid Minnesota Builders Association
Counties: Crow Wing, Cass, Wadena
Services $495 Annual Payment
Business leads
Company promotion
MMBA contractor continuing education
Constructor industry representation
3 in 1 membership
Conference room use
Discounts
Specific Services for MMBA:
Sponsor a general membership meeting
MMBA member events
The Annual Home Show
Lakes Area Home Tour
Situation Analysis
External Analysis
County Total Contractors ABA
Members
Percentage of
members to total
County Contractors
St. Louis 1,088 74 6.8%
Cook 62 4 6.4%
Carlton 149 7 4.7%
Lake 42 2 4.8%
Aitkin 80 1 1.3%
Total 1,421 88 6.19%
Reference USA Data
Communication Objectives
The communication objectives are how the customer views the company. The purpose is to
inform the target audience about ABA, persuade them to become a member, and remind
them of the services and reinforce why they should join ABA.
Create Awareness (Inform) Illustrating what a company stands for and how it can benefit an individual or business is
essential to creating awareness. Creating awareness does not necessarily apply to a new brand
or product, but in our case applies to ABA’s existing brand and new market penetration. The
message can be delivered in many forms; ABA will focus on communication through their
website, sponsored Facebook stories and ads, LinkedIn, direct mail, email, and involvement with
community events and organizations. The message is contingent on budget, target audience,
region, and the services offered.
Educate about misconceptions and define a fulfilling need
(Persuade) There is confusion about what kind of association ABA is and what they have to offer. By
defining the target audience’s needs, adjusting promotional material to best speak to the target
audience, and implementing the communication plan, ABA will be better represented and more
persuasive.
Encourage Action and Engagement (Remind) Arrowhead Builders Association has a lot to offer! The objective is to keep ABA in the minds
of their potential members through reinforcement of multiple different communication
channels. Examples of this include the social media discussed above, community events, ABA
hosted education workshops, member events, and involvement in community organizations
(Habitat for Humanity and the Veteran’s Project).
Business Objectives
The union between the mission and strategies of one’s organization is known as the set of
business objectives. It is a clear intent and involves creating measurable objectives. Marketing
objectives zone in on specific interaction with the audience of an organization. With the
efficient use of these tools, organizations are able to effectively build relationships with their
customers.
Increase in Memberships Arrowhead Builders Association is built on consumers who believe in what the association
stands for and their mission. In turn, those consumers purchase a membership with ABA in
efforts to enhance their business through education, legislature support, and local networking.
Without its members, Arrowhead Builders Association would not be standing where it is today.
Through renovating the social media platforms, educating the target market on the benefits of a
membership, and expanding awareness of ABA, we want to increase memberships from the
current 180 to 300 by May 2015.
Generate Qualified Leads Creating awareness and generating qualified leads is the first step of the decision continuum and
turns potential into actual. ABA’s qualified leads, better known as potential members, are the
future of the association. We plan to create platforms for ABA to generate leads through
follow-up with those ABA networked with at trade shows and local events, investing in local
radio station ads, and maintaining and renovating the social media platforms; all of which can be
found on our “recommendations page”.
Increase Conversion from Leads to Members A membership with Arrowhead Builders Association is more than just a title; it is a feeling of
belonging and importance, an advance in education, and a competitive edge. Showing value in a
membership and creating awareness at vital times of the product life cycle can make a world’s
difference. Our conversion goal is to receive four memberships out of every ten qualified leads,
or potential members, with an overall conversion rate of 40%.
Target Market
Overview The target market forms two groups: primary and secondary markets. Primary markets
are the group of individuals a business seeks to fully understand, reach, and influence.
They are the primary group one wants to attract to their product or service. The
secondary target market is the portion of a business’ total potential customers second
most likely to purchase its product. Though it doesn't generate as much revenue, the
secondary target market is worth marketing efforts because of its relation to the
primary target audience and the potential of purchasing the product. Segmenting the
markets is important to help narrow in on a specific group of people and attract the
right customer.
Market Segmentation Market segmentation is a marketing strategy that involves dividing a broad
target market into subsets of consumers, who have common needs and priorities, and
then designing and implementing strategies to target them.
Bases for Market Segmentation Psychographic
Demographic
Geographic
Primary Target Audience Contractors
Secondary Target Audience The Succession
Emerging Success
Target Market The Contractors
Contractors are the heart of ABA’s market.
It began with a hard-earned dream and a goal,
shadowed by the creation of an unparalleled success
story and a desire to bring to life the visions of others.
These contractors create valorous legacies that are
rooted in history, bound to tradition, and shaped by
approbation and trust.
What do they believe? “Keeping to the same customer satisfaction and small-town values Kraemer Brothers
started with, the company’s talented and dedicated workforce year after year ensures
the continuation of the integrity, craftsmanship and speed Kraemer Brothers is known
for.”
–Kraemer Construction Inc.
“The name Legacy was chosen because of the desire to build upon the positive legacy
that my grandfather has built with his construction company since the late 1940’s. Our
mission is to provide a complete, high quality, turn-key, residential building service.
Quality is never an accident; it is the result of high intention, sincere effort, intelligent
direction, and skillful execution; it represents the wise choice of many alternatives.”
–Legacy Custom Home
“As a small family-owned company, we pay close attention to every detail and treat
every project as if it were being done in our own home. You can trust that we honor
the commitments we make for every home we build. ”
–Knutson Custom Homes
What do they do?
• General Contracting
• Custom Home Building
• New Construction/ Additions
• Remodeling/ Repairing
• Log Homes
• Kitchens
• Bathrooms
• Windows and
doors
• Sheds
• Saunas
• Exterior
• Garages
• Boathouses (Wet
or Dry)
• Docks and Decks
Linus, Alfred, and Norm Kraemer 1948 Kraemer Construction Inc.
Target Market The Contractors
Demographic Characteristics Born from 1946 to 1964, the baby boomer generation according to the US Census Bureau,
stands at about 65.2 million people. St. Louis County alone has a population of about 200,000
people. Of these 200,000, there are 100,346 males making up 50.1% of the population. 42.1%
of these males are between the ages of 55-64. Cook County13.5%, Lake County 11.3%,
Carlton County 9%, Aitkin County 13.4%.
Married with adult children, grandchildren, empty nesters
Age: 55-64
Ethnicity: Caucasian
Gender: Males
Psychographic Characteristics
How are they defined? Work-Centric: They are extremely hard working and motivated by position and
prestige. They work long work weeks and view themselves in light of their professional
accomplishments. They sacrificed immensely to get where they are in their career and
grew up with a great appreciation for work.
Independent: Confident, sovereign, and self-reliant; they grew up in an era of reform
and redefined the world. They are aggressive, assertive, and are not afraid of
confrontation when it comes to standing up for their beliefs.
Goal-oriented: Increased educational opportunities and financial opportunities created a
generation that is focused on achievement with an ambitious, steadfast, and career-
focused boldness. They strive to make a difference and create memorable experiences by
being more than just a business partner; they are trustworthy, reliable, and memorable.
Competitive: Positioning their self-worth with work and position, they carry a
competitive approach to how they handle their business.
Family Oriented: Family is considered most important; keeping businesses and
relationships deeply rooted within a family means succession and life-long relationships.
Family sticks together, works together, and looks out for one another. They believe there
are unspoken and shared belongings, respect, and responsibilities that are unique to this
family.
What do they want from ABA?
-They are looking for a partner who understands proper practice and provides an
outlet for information; one who understands how busy the life of a contractor is and
wants to lighten the load of work.
-An educator who understands the importance of providing the finest craftsmanship
and makes sure to keep up with industry trends and changes.
-They want an advocate; so their voice can always be heard and represented.
Geographic Characteristics
County Total Population
St. Louis 200,319
Lake 10,866
Carlton 35,386
Cook 5,176
Aitkin 16,202
Total 267.949
Secondary Market Profile: The Successors
The Successors are the next in line chosen to run the family business when grandpa and dad
decide to slow down or retire. Family run businesses comprise 90% of all business enterprises
in North America and 62% of United States employment. 70% of family run businesses in
America want to keep their business in the family, although only 30% will actually do so.
Demographic Characteristics: Born from 1965 to 1976, this segment
market makes up:
St. Louis County 20.7%
Cook County 13.3%
Lake County 13.1%
Carlton County 12.2%
Aitkin County 12%.
Status: Married with some children still
living at home
Age: 45-54
Ethnicity: Caucasian
Gender: Males
Psychographic Characteristics
How are they defined? Individualistic: Following the hardworking
baby boomer generation, they come from
two-income families and a wavering
economy. Sometimes referred to as “latch-
key” children, they are independent,
resourceful, and self-sufficient. They value
freedom and responsibility and
disparagement from authority and
structured work hours. Generally disliking
micro-management, they prefer to take a
hands-on approach to work and success.
They grew up helping dad and grandpa with
the business, and soon it will be their
opportunity to take the business into their
own hands.
Flexible: Growing up in very tough
economic times, this generation watched
their workaholic parents struggle to keep
their positions at work. This being said, they
tend to commit less to one employer and
are more willing to change jobs, adapting to
change well and tolerant of alternate
lifestyles. They are ambitious, gregarious,
and eager to learn new skills and accomplish
things on their own terms.
Value Oriented: While making sure that
their families are taken care of financially
keeps them up at night, they do not lose
sight of what is really important to them: a
work/life balance. Providing for their family
is their nature, being a part of their family
members’ lives is in their blood. They work
to live rather than live to work and desire a
job that provides value and a feeling of
satisfaction; a “job well done” feeling when
their head hits the pillow each night.
What do they want from ABA? An instructor; someone who fully understands how to be successful in the building
industry and provides instruction and guidance during the good times and the bad.
A facilitator; who takes the time to understand their needs, goals, and values and
creates for them valuable connections and relationships.
The Emerging Success The Emerging Success is the group of contractors who want to start their own business or has
recently started their own business and are looking to become established. They manage a lot
of projects on their own, are working at creating brand awareness and a positive reputation in
the community, and increasing their customer list.
Born from 1970-1977 this segment market
makes up:
St. Louis County 18.1%
Cook County 9.2%
Lakes County 8.7%
Carlton County 11.4%
Aitkin County 8.3%
Married couple/married couple with
children
Age: 35-44
Ethnicity: Caucasian
Gender: Males
How are they defined? Tenacious: When starting a business, one
has to live with the uncertainty and risk
associated with the journey of creating
success. It is no easy journey and there are
many stumbles and falls as mistakes are
overcome, battles are fought, and lessons
are learned. For these men, tenacity and
perseverance define them; they have a lot
of pressure on their shoulders and a lot of people who support them who they can’t
let down.
Passionate: Driven by a passion for their
discipline, they are fueled by the desire to
create an unmatched experience. The
intrinsic drive that comes from doing what
one is in loves fills the gap between
paychecks and gives their job value.
Visionaries: Whether it is creating a
custom built home for a family or fixing the
neighbor’s fence, their entrepreneurial
nature sees a client’s dreams or the broken fence and sees an opportunity to imagine
and create where others haven’t. They see
the small details along with the major ones
which makes them the industry’s
innovators.
What do they want from ABA? A resource; somewhere they can go to get the information they need on the building industry
that is efficient, fast, and convenient
A promoter; encouraging their success in the community with the “right” people. Everyone
wants business, but good business owners want the right customers.
Brand Overview
What is ABA truly selling? A membership with Arrowhead Builders Association gives contractors a competitive edge
among others through workshops that enhance each individual’s knowledge on new technology
and systems in the building industry. It assists contractors in engaging and networking with
other contractors and creating qualified leads by providing numerous events members can
attend, such as “Member Night Outs”, trade shows, “Homes on Parade”, and events partnering
with the community. An ABA membership provides a united legislative voice for those
contractors who cannot always be there to take a stand. All of these aspects of an ABA
membership are great characteristics, but even better, there is so much more than what meets
the eye.
Arrowhead Builders Association believes in chasing your dreams and fulfilling each and every
one. They believe in embracing weaknesses and turning them into strengths; they believe in
freedom, empowerment, and independence. Most importantly, ABA believes in the power of a
story. A relationship between a contractor and customer is like a book; it is not solely a binding
with pages, but a preface to a lifetime full of memories. Arrowhead Builders Association serves
as the foundation and rock of that relationship.
Brand Image
When thinking of ABA there are 5 roles that should
come to mind:
The Educator
The phrase, “the only constant is change”, is
a key example of why people purchase a
membership with Arrowhead Builders
Association. With the continuous change in
technology, machinery, the economy, and
contractor positioning, ABA is there to
educate its members on how to manage
those changes through workshops and
informational materials.
The Facilitator
As laws, codes, and statutes are altering and
reforming, it can be difficult for contractors
to stay up-to-date on each and every one.
ABA assumes the role of the facilitator and
eases the pressure off of contractors’
shoulders by providing them with monthly
newsletters and updates stating law, code,
and statute changes.
The Innovator
Being a contractor is more than just
measurements, hammers, and nails, it is
being an active member and leader in the
community. With ABA’s high involvement
and partnerships with the surrounding
community organizations, such as Habitat for Humanity, they are able to take a whole
new approach to networking and creating
brand awareness, ultimately becoming an
innovator in the building industry.
The Advocate
As the warm months roll around and a
contractor’s day turns from an eight hour
day into a twelve hour day, spare time is
one thing they do not have. This is where
Arrowhead Builders Association can help.
ABA serves as an advocate in the legislature
by lobbying at the state capitol. This is done
not only because of the lack of spare time
contractors have, but also because one
voice is not as strong as many voices.
The Best Friend
We all need a friend to vent to, seek
knowledgeable advice from, and most
importantly, trust; ABA is just that. With
over sixty years of experience in the
building industry, ABA’s knowledge on the
industry combined with dedication and
loyalty to their members is immeasurable.
Brand Image The scale below is used to measure connotative meaning of a particular brand that reflects the
attitude toward that brand. Arrowhead Builders Association is a well-established and successful
brand with over sixty years of experience. Their unique and active memberships energetically
assist contractors in becoming a powerful business in the building industry. ABA seeks to not
only assist contractors with success, but to become a mentor, advocate, and friend.
Logo/Tagline
Constructing Dreams, Building Trust
Arrowhead Builders Association stressed their desire to keep their current logo as is. The logo
recommendation shown below is a modified version of the current logo for an alternative look.
It has gradient effects that enhance the logo to create a sophisticated, fresh, new look.
Current Logo
New Logo The colors used are earthy colors
with a brighter effect making the
logo stand out and catch the eye.
People should feel the brisk
Minnesota lakes and fresh smell of
pine, creating warmth and
serenity.
Tagline
We believed the tagline “Constructing Dreams, Building Trust” parallels
ABA’s mission to advance the building industry, but creates an emotional
connection. Using the words “construct” and “build” creates a dual
meaning, touching on ABA’s relationship with contractors and those in the
building industry and how their services specifically enhance the building
industry.
Positioning
How consumers perceive one brand versus another is known as positioning. A company can
spend thousands of dollars on persuasive advertising, but what conversion and satisfaction truly
depend on is consumer perception. In order for a company to be successful in terms of
consumer satisfaction, it must be loyal, trustworthy, believable, hard-working, and true.
Arrowhead Builders Associations strives to be the most loyal and reliable builders association
in the northern region of Minnesota. This relates to the expectations and needs of their
primary and secondary target markets, the family-oriented, dream chasing, hard-working, and
ambitious adult men. The Contractors, ages 45 to 55, rely on ABA to rightfully represent them
while lobbying and present the opportunity of effective networking with other contractors and
qualified leads. For the Successors and Emerging Success, they need someone to provide the
essential tools to triumphantly emerge into the building industry and understand their
occupational goals for life-long success.
Paid, Owned, and Earned Media ABA’s promotional mix is segmented and organized into paid, owned, and earned media. The
goal of these strategies is as follows below in the Decision Continuum. The Decision continuum
is the step by step process an organization guides their consumer through before they make a
decision. The goal is to create awareness and intrigue so the consumer seeks further
information about ABA through the website or directly. They are then a qualified lead, which
can be nurtured into a purchase. The affirmation is the feeling the consumer has after
purchasing a membership with ABA.
Media
type
Definition Examples The role Benefits Challenges
Owned
media
Channel
a brand
controls
-Linked In
(constant
contact)
Built for
longer-term
relationships
with existing
potential
customers
and earned
media
-Control
-Cost
efficiency
-Longevity
-Versatility
-Niche
audiences
-No guarantees
-Company
communication
not trusted
-Takes time to
scale
Paid
media
Brand
pays to
leverage
a channel
-Web site
-Direct Mail
-Radio
Ads
Shifts from
foundation to
a facilitator
that feeds
owned and
creates
earned media
-In demand
-Immediacy
-Scale
-Control
-Clutter
-Declining
response rates
-Poor credibility
Earned
media
When
customers
become
the
channel
-WOM
-Guerrilla
marketing
“Operation
Hard Hat”
-Listen and
respond
Earned media
is often the
result of well
executed and
well-
coordinated
owned and
paid media.
-Most credible
-Key role in
most sales
-Transparent
and lives on
-No control
-Can be
negative
-Scale hard to
measure
Radio
Station Name Music Genre 30 second spot 60 second spot Live Radio Advertisement
KTCO 98.9 FM Country $25 x $50
KDWZ 102.5 FM Rock music $22 x $50
KDAL 95.7 FM Classic rock $23 x $50
Kool 101.7 FM Classic rock $28 $28 $45
Live radio advertisement (6-8 am and 4-6 pm). 30 and 60 second spot (6 am-8 pm Monday through Friday)
The first three stations (KTCO, KDWZ, and KDAL) are owned and operated by Midwest Communications Inc.
Why radio? 80% of adults listen to radio in their cars,
and a quarter of the population listens to it
at work. Contractors and builders are notorious for having a radio blasting in their
truck and on the worksite. Radio stations
also get involved in the community with
special events. Look for sponsorship
opportunities that include on-air mentions,
as well as visibility at the events themselves.
Seek out events that are well attended by
your target audience and put your company
in the spotlight.
How? Great radio spots grab and hold attention.
Using humor, loud sounds, or unusual
voices are great tools in doing so. Your
spots should tell a story or present a
situation that your audience can relate to.
This will allow you to keep you audience
listening to your advertisements month
after month. For maximum results, ABA
should make their call to action a URL to their website. This keeps it simple, easy to
remember, and incorporates the company’s
name and message.
When to run the ad? There are two choices when deciding when
to run the ad. Run of station, which means
the radio station chooses what time of day
and when they air. The second strategy is
flights, which allows ABA to choose when
they run the ad. We suggest the ads be run
in the morning 6am to 8am and lunch hour
11am to 1pm. These are peak times for
contractors driving in their car or during
lunch break. Plan on a 6-month trial, it takes
time and repetition to stick in the minds of
the listeners.
Current Analysis ABA currently has a Facebook that is used to post about
events, informational articles, and pictures
Posts: We suggest creating a minimum of 3 posts a week. This would
increase consistency of ABA’s presence on Facebook. These
posts would consist of themed days. For example, Monday
would be a day they post an article about current events in the
building industry, Wednesdays would be “Work Site
Wednesday”, and Friday would be Fun Fact Friday. ABA could
also have a photo contest every month to win free prizes and
also get people involved with their Facebook page.
Advertising: Another reason to utilize Facebook is the Advertising. A page
promotion can be done through paying a fee in order to gain
qualified leads. It would be based off cost per click (CPC). This
means that you’ll be charged each time someone clicks on your
ad and lands on your webpage. The fee can range from $5-$20
a day and has a potential to reach 1,000,000 people. The
advertisement would show up on the right side of the
Facebook page to people in the Northern region near ABA.
Reviews: Customers can also give reviews of the company and it is a
great way to get prospective customers in the door. A
company can say they are the best, but unless a customer has
experienced “the best”, the company’s word means nothing.
Why? Facebook is a great way to reach customers. Facebook has
roughly 180 million users in the United States and 1.2 billion
users worldwide. Typically, Facebook has been popular
amongst teens and young adults, but over the last 3 years they
have experienced a tremendous shift in their demographic.
Currently, the biggest active demography is from age 35 to 54,
with 56 million members. Over the same period the 55+ has
exploded with 80.4% growth in the last 3 years. Facebook also
provides an inexpensive opportunity to increase brand
awareness.
Current Analysis Arrowhead Builders Association currently has a LinkedIn
profile and group. Their profile has been created but has
no content and their group page only has 22 members.
Why LinkedIn? LinkedIn allows users to acquire new customers through
online recommendations and networking. LinkedIn
provides an easy to use platform for users to showcase
their achievements, services, strengths, and connect with
people and organizations to successfully create brand
awareness and qualified leads. LinkedIn is a great way to
increase brand visibility by participating in discussions and
answering questions. ABA will be considered thought
leaders, industry experts, and go-to people for the
building industry.
Recommendations and
Measuring Results ABA should update their profile and group page. LinkedIn
provides a step by step guide to creating a legible, high
ranking profile. On the right side of the page are the
profile rankings. The ranking system goes from beginner
to all-star. This part of the page also shows total views
and how often ABA’s profile has been viewed in the last
90 days. We suggest ABA uses LinkedIn to post articles
on the building industry, tips and pointers, news, fun facts,
and education. Success will be measured through likes,
shares, and comments. It is also important to connect
with qualified leads, new members, current members, and
local businesses to provide an impressive and professional
profile. ABA should maintain 20 profile views per week,
generating qualified leads.
Direct Mail
Why Direct Mail? Even in today’s digital world, many people still look forward to coming home after a hard day’s
work and receiving their daily mail. It’s a powerful medium that can reach people nationwide.
Unlike other expensive mass advertising platforms, like television and newspaper ads, it reaches
people on a personal level. You can address your customers by name, speak to them
individually, and appeal to their interests. It also allows you to target a smaller group of
prospects who are more likely to respond to your offer. We believe that it is important to
send souvenirs like stickers, coupons, hard hat key-chains, tape measurers, or any small
construction related souvenir that has the potential to remain in a builder’s possession. The
members and the people on the mailing list will not only get a nice gift, but they will also act as
a free promotional devise for ABA. Every time they use this souvenir and someone sees them
with it, it will help increase their awareness.
It’s measurable To incorporate potential leads into the direct mail list, ABA should have sign up cards at
community events such as the Home Show. A non-member/qualified lead direct mail card
should be created with information on who ABA is and what they provide for their members.
Included on the card should be a quick response (QR) code directing people to the website for
more information. From there, they can follow links to Facebook and LinkedIn where ABA can
see how many people have viewed a post or their profile since the mail was sent.
Recommendations -Consistency with formatting and layout
-Emphasize ABA’s logo. In examples shown on the page ABA’s logo is overshadowed by
other things on the page. We recommend that ABA maker their logo a key feature of every
piece of direct mail. This will help keep things consistent and let people know who exactly the
mail is coming from.
Website
ABA uses Timberlake Membership Software as their source for website editing. ABA
mentioned that Timberlake’s site is not user friendly, but ABA plans to stay with Timberlake
because of the complications associated with switching information over. Marketing Grader is a
website that grades websites and gives suggestions on effective ways to improve the website.
Arrowhead Builders Association
scored 31/100-but we know how to
help!
Set up a blog
Companies that blog get 55% more
web traffic and 70% more leads. This
is the BEST way to educate and
inform the target audience about the
information they are looking for. It
also helps search rankings. Hubspot
offers a FREE Ebook called “Business
Blogging” that is downloadable from
the website. Make sure to link the
blog to ABA’s homepage, add social
sharing buttons, add social subscription buttons, add an email subscription button.
Link social media accounts from homepage US internet users spend 3X more time on blogs and social media than on
email. Make it easy for people to choose how they follow ABA by
providing easy to see links on the webpage. Hubspot’s website offers an
easy to read online guide with tips to easily create these buttons.
Add alt tags to your images Alt tags are invisible descriptions of images that are read aloud to blind
users on a screen reading. 70% of the links search users click on are not
paid. Using keyword-rich alt text can help ABA rank higher to increase
organic, not paid traffic.
Use unique page descriptions 75% of users never go further than the first page of search results. By
having a compelling page description, ABA is further improving their
chances of standing out in the pack.
Set up marketing automation to make ABA’s life easier Marketing automation refers to software platforms and technologies
designed for marketing departments and organizations to more effectively
market on multiple channels online. This is going to make
communication through multiple channels more effective, efficient, and
also assist in ABA’s lead generation strategies. Hubspot offers a FREE
Ebook called “Introduction to Lead Nurturing” downloadable at ABA’s
convenience.
Use @media queries or mobile stylesheet ABA needs a mobile CSS in order to enhance the users experience on
the website from their smartphone. 43% of all phones are smartphones,
and 87% are used to access the internet. A mobile marketing kit is
offered from the Hubspot website to assist in this process.
Use a meta viewport tag The meta viewport tag tells a mobile phone how to orient a page when it’s loaded. It
also determines if a page can be scaled larger or smaller and decides whether or not to
rotate if the mobile device rotates. The mobile marketing kit suggested above
incorporates this as well.
The power of a story
When reading a story, the readers brain
acts as if they are feeling the story and as
if they are living the story. Studies found
that when reading a story, neurons in
parts of the brain show activity paralleling that of the actions in the story.
The example here illustrates the results
of a blog posted, one with a story and
one without. The one with a story had
300% more people read it than the blog
without.
Community Relations
There is something to be said about supporting the youth and having corporate sponsorships
with community organizations. By generating publicity in terms of charitable work or
contributions, not only is there promotion for ABA, but also great media coverage for the non-
profit, enhancing their credibility and increasing their exposure.
“Community is a way of relating to other persons as brothers and sisters who share a
common origin, a common dignity, and a common destiny. Community involves learning to live
in terms of an interconnected "we" more than an isolated "I'. It involves making choices, which
reinforce the experience of relatedness and foster the sense of belonging and interdependence.
Community begins, but does not end, in our face to face relationships with the persons who
are closest to us.” – Margaret Betz, Making Life Choices
Community Relations
Private and Public Schools
What
Provide workshops to educate the
"builders of tomorrow" in a fun and effective way.
Why
Not only will it be rewarding for
contractors, but it will provide publicity
for businesses and ABA to illustrate the
family-oriented characteristic they
believe in. Taking on the characterics of guerilla marketing,
this opportunity will provide a low cost, yet highly effective
way to gain impressions and qualified leads.
How
Once a month, ABA will organize a
business who will go to Private and Public
schools to host a workshop for
students. Contractors and businesses will be able to choose which grade/class
they host based on what they are going
to present.
Non Profits
What
Partner with non profit organizations
to enhance the community through
fundraising and sponsorships.
Why
Once again, the reward from helping those in need will be
immeasurable. Partnering with non profit organizations will help contractors "do good" for a good
cause, "feel good" about twhat they are
doing, and create "good press" for their
company.
How
Continuing with the partnership with
Habitat for Humanity and the Veteran's Project, and extending to
organizations such as Animal Allies, and Northern Lights foundation. By
initiating a "giving month", donating expertise, or co-
hosting events, ABA will be able to enhance their
customer retention and brand image.
Guerilla Marketing Operation Hard hat
Guerilla marketing was originally a low cost, unconventional marketing strategy that used things
such as graffiti, sticker bombing, and flyer posting to draw attention to an idea, image, product,
or service. It is said that guerilla marketing makes a more valuable impression with consumers
in comparison to traditional forms of advertising and marketing. In efforts to use this tactic for
the benefit of ABA, we suggest building relationships with the children of qualified leads. A
relationship with a child is immeasurable, true, and rewarding. By providing children with a
memorable moment, ABA will leave a long lasting impression with that child’s parent, aka, the
Contractors, Successors, and Emerging Success.
What better way to endorse the builders of tomorrow than to provide them with their first
piece of safety equipment? As a guerilla marketing technique, ABA can create in bulk order
children’s hard hats, which have the ABA logo and slogan. These helmets will be handed out at
trade shows, within the office, and at member and community events.
Once Johnny receives his own ABA helmet, he will wear it with pride and excitement in front
of his parents, creating a story and memory of their experience with ABA. Johnny then takes
the helmet home, places it in his toy box where the parents see it every time he puts it on. A
week later, Johnny’s parents have a BBQ inviting subcontractors, business partners, and friends.
Johnny brings the other children into the house to play and takes out his construction helmet
to show off to his friends. Naturally, he wears the helmet to dinner where ten other adults are
exposed to the hidden advertisement. Curiously, the parents ask where the child got the
helmet. After the parents tell the story of their visit to ABA’s booth at the Duluth Home Show
and talk about their experience, there are ten more
exposures to ABA’s brand and reputation.
Private Island Party Price: $0.55 for 48+ helmets, $75 for 20 sheets of 10
stickers
ABA Cost:
200 helmets/$0.55+$75=$185.00 and FREE shipping
Weekly Advertising Timeline
Posting on Facebook will be done Mondays,
Wednesdays, and Fridays. Monday posts say,
“Welcome back to the ‘work week’”,
Wednesday posts serve as a “check up”, and
Fridays are a friendly reminder for an event
or a “have a good weekend” message.
Maintaining ads is also very important.
Therefore, setting aside ten or fifteen
minutes every Wednesday is recommended.
Studies have shown Tuesdays and Thursdays
at 10:30am as being essential times for
sending out email blasts. It avoids the
“Monday” or “morning” effect when
consumers sift through emails and may see
sender’s emails as junk.
Direct mail is an important aspect of reaching
out to ABA’s members. We have scheduled
to send out direct mail on Mondays, which
means a majority of our contacts will receive
it on Tuesday. This strategy will effectively
deliver a reminder of an event or special deal
and any messages ABA desires to send to
their contacts in a timely matter.
Similar to Facebook, LinkedIn updates will
be done twice a week: Tuesdays and
Thursdays at 10:30am. Content will contain
different articles relating to the business
industry. Also, in order to increase traffic
and connection satisfaction, we suggest
doing one member recommendation and
endorsement every Tuesday.
Once ABA’s website is renovated, we
suggest setting aside time every Monday to
update calendars and site content. This will
exemplify commitment, consistency, and
willingness to your viewers.
Tuesdays have been chosen to focus not
only on constant contact and LinkedIn, but
maintaining radio ads. Tasks to be done on
this day would include creating new ads,
contacting the station, and maintenance on
any financial or schedule changes.
Maintenance for radio does not have to be
weekly
*Quarter Reports are to include financial statements (revenue, cost, profit), new, cancelled (and why), and current member count,
average email open rate, Facebook activity, and LinkedIn connections and views.
Annual Timeline
May 2014
•Begin implementing weekly advertising schedule for social media recommendations
•Facebook Ads and "Worksite Wednesday"
•LinkedIn recommendations and article postings
•Discuss with board of local organizations in which ABA would be interested partnering with
•Contact radio agencies to begin contracts
•Begin consistency with logo, format, font, and color pallet on direct mail and printed material
June 2014
•Quarter 2 Report (May/June)*
•Introduce new slogan with radio adds
•Order children's helmets for guerilla marketing
•Contact local organizations ABA has decided to partner with and brainstorm events
July - August 2014
•Coordinate with local schools to begin organization of workshops
September 2014
•Quarter 2 Report *
•Set start date of school workshops for beginning of October
October - November 2014
•Maintain contact with schools to efficiently provide workshops to the youth
•Evaluate past six months and the successes and improvements needed
December 2014
•Quarter 4 Report*
•Partner with organizations for a holiday campaign
January - February 2015
•Begin preparations for Homes on Parade and Duluth Home Show (marketing and communcation plan)
February 2015
•Begin work on promotions for Homes on Parade and the Duluth Home Show
March 2015
•Quarter 1 Report*
•Implement marketing strategy for new start of product life cycle
April 2015
•Meet with SBI and CED members to evaluate and discuss progress since SBI presentations
•Present Quarter Reports at this meeting
Budget
*Lack of accurate and consistent promotional budgets from previous years may cause
fluctuation in amounts and where they are allocated.
Promotions Increase in promotional
spending
Email:
With the current success of ABA’s Constant Contact email open rate,
we have not made any recommendations to change how ABA
allocates their email budget.
0
Website:
As stated by Chelle, ABA is currently reformatting their website
without any additional costs from Timberlake. There is current
contact and ABA is able to reformat the website at no cost.
0
Direct Mail:
Arrowhead Printing has provided efficient and effective service to
ABA in a timely matter. Maintaining the relationship with them and
implementing the recommendations will assist ABA’s growth.
0
Radio:
The budget states that $1,840 in 2013 was spent to advertise on the
radio for the Homes on Parade event. We recommend that ABA
create a more frequent radio presence by doing two 30 second spots
every week and one live spot every two weeks. It will roughly cost
$3,800.
$1,960
Facebook ads:
$5 a day minimum on Facebook sponsored stories and ads.
$1,800
Guerilla “Operation Hard Hat”:
Hard hats and stickers for a year
$500
Total costs: $4260
Thank you
We would like to thank Arrowhead Builders Association for presenting us with
one of the greatest professional learning experiences. Our team cannot begin
to express how wonderful this learning experience has been for us. We have
learned about leadership, dedication, and teamwork, not to mention the “real
world” educational experience we gained in the marketing industry. We could
not have asked for a more cooperative, giving, and caring client to work along
side and we hope we are able to give back to you and the members of
Arrowhead Builders Association.
Our team would also like to thank our Professor, Mentor, and Guide John Kratz.
You have created an unforgettable learning experience for our team that will
continue to follow us on our professional journey.
A special thanks to Jim Vileta, Sandi Larson, and the entire SBI program for their
guidance, expertise, and patience.
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