Operation Brand Restoration and Relaunch

Launch Agency Proposal01/04/13

Agency Search

• Blackmon Mooring is conducting an agency search• The agency that is selected will help

– Tell the Blackmon Mooring story– Set Blackmon Mooring apart from its competition

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Launch Proposal (Philosophy)

• Establishes cost structure for Launch to help tell your story and differentiate you from competition– Proposal for our time/fees– Separate from plan recommendation to utilize the $2,500,000 marketing

budget

• Expresses desire to establish a long-term relationship– Like Blackmon Mooring has with its long-time customers

• Provides account team to service your business• Includes sweat equity (staff time) investment in new partnership

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Big Challenge/Big Opportunity

• Highly fragmented and undifferentiated category • Blackmon Mooring in transition

– Brand personality, imagery in flux– Customer count declined in 2012

• 2013 Business Goals – Lead generation– Brand awareness– Build the brand

• 2013 Marketing Budget: $2,500,000– Yellow Pages and agency fees incremental

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Objectives

Business (“Make the phones ring”)• Increase overall inquiries by 10% per month• Gain incremental 5-8% lift in sales

Marketing (“Build the brand”)• Increase Blackmon Mooring brand awareness in Texas and

Oklahoma City• Develop clear, concise positioning and accent points-of-difference• Improve value perception of brand• Gain search/social leadership status

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Situation: Time for a Marketing “Reset”

• Establish clear, unique and memorable brand position, voice and personality

• Increase customer acquisition (make the phones ring, and the mouses click)

• Separate Blackmon Mooring from “sea of sameness” and fly-by-night discounters– Get credit for heritage of quality, service and

innovation

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Marketing To Impact Each Stage In Process

Acquisition

Loyalty

Advocacy

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Critical Components/Where We Begin

Phase 1 -- Insights and Strategy Development

Phase 2 -- Creative Development

Phase 3 -- Digital Media Management

Note: Phases 2 and 3 happen concurrently

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Phase 1 - Insights and Strategy Development

1. Assess competitive messaging and product offerings (online and offline)

2. Study secondary research

3. Learn directly from consumers• Quantitative Online Survey• 200 consumer prospects in key Texas areas

and Oklahoma City– Current top of mind and aided brand

awareness– Key brand and competitor associations– Usage triggers– Typical information sources– Selection influencers

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Phase 1 - Insights and Strategy Development

4. Continue consumer dialogue• Qualitative Study• Focus groups to add depth to online study

– Probe brand associations and decision-making process

– Gain feedback to potential messaging concepts for Blackmon Mooring

– Four groups; 6-8 consumers in each

5. Define target audience – Describe best prospects beyond

demographics• Mindset and motivation• Key triggers

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Phase 1 - Insights and Strategy Development

6. Create Brand brief – “Key Document” to focus overall brand

message

7. Develop communication strategy

– Message and media tactics by stage in the consideration/purchase process

– Optimize owned media• Website and blog• Social media strategy• Email newsletter

– Paid media for brand awareness

8. Present 2013 Marketing Plan– Approval, execution, measurement,

refinement

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Phase 2 - Creative Development

• Concepting through production• Creative elements to include, but not limited to

– TV/radio/print campaign– Redesigned website– Social media– SEO/SEM– Direct mail/print/collateral– Customer loyalty program– Media buys

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Phase 3 - Digital Media Management & Optimization

• Improve presence in search– SEO for new site– Purchase key search terms

• Execute social media strategy– Provide content per new brand voice– Monitor activity and respond

• Analyze key metrics and optimize monthly

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Phase 3 - Digital Media Management & Optimization

Timing• SEO/SEM recommendation after Key Document/brand brief

approval • Social media content and monitoring - ongoing• Digital analysis conducted and reported monthly

– Optimizations recommended as necessary

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Timing

• Phase 1– Complete in 10 weeks

• Phase 2– Complete in 4-6 weeks– Website may take longer– Some elements may be completed more quickly

• Phase 3– Complete, in-market 2-3 weeks

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Cost Structure

• We forecast 2700 staff hours for 2013– To complete the Phase 1- 3 deliverables– Other related needs that arise– Covers (primarily) research, planning/strategy,

digital/social, creative development, project management and website makeover

• Our compensation is based on 2400 hours– 300 hour investment in the relationship– Applied Q1 for research/strategy/positioning/concepting

initiatives

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Compensation

• Launch to serve as full-service agency partner to Blackmon Mooring• Annual for all deliverables; $289,975

– Some initiatives are non-recurring– Depending on success in 2013, year 2 could be less expensive

• Frontloaded to reflect workload– Q1 -- $90,000– Q2 -- $75,000– Q3 -- $65,000– Q4 -- $59,975– Average $24,165/month

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Staffing

• Involvement from all three agency principals– Michael Boone, Diane Seimetz, David Wilgus

• Account service– Lindsay Simon, Becca Lauten

• Digital/social media– Alexandra Watson, AdeDoyin Adebiyi

• Creative– Richard Wezensky, Alex Slotkin, Ellen Giles

• Production/Studio– Laura Carroll, Carolyn Sexton

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