Transcript Childers - EB&L Marketing

2011 Marketing Plan
Presented to Tim & Jenny Childers
2011 Business Goals
• Childers HVAC Systems would like to build a solid identity and branding based
around the theme of “the one year test drive!”
• Childers HVAC Systems would like to increase their service work by reaching
out to their existing customers.
• Childers HVAC Systems would like to see growth in phone calls coming from
Springboro.
• Childers HVAC Systems would like to improve their online presence in the town
of Springboro.
7 Steps to Marketing Success
Step 1
Define your brand and marketing message.
Step 2
Infuse your brand and message into your website.
Step 3
Touch your existing customers.
Step 4
Define your best potential customer and target area.
Step 5
Reach out to your best potential customer through targeted marketing (online, direct
mail).
Step 6
If there is room in the budget, consider top of mind advertising (radio, TV, newspaper).
Step 7
Follow your plan, track your advertising!
Step 1
Define your brand and marketing message. What message do you put out in frequency to your customers to help
separate you from your competition?
Childers HVAC Systems: Home of the one year test drive!
If a customer is not happy, Childers will buy back any furnace or air conditioner within a year of its purchase.
This powerful statement is promoted face-to-face with homeowners, but has been lost in their advertising.
For 2011, EB&L suggests hanging a light on this statement. Make the one year test drive synonymous with the
name Childers. We suggest pairing this statement with a racing theme to give your company a distinct look
and feel and to separate you from the competition.
Furthermore, we can support this theme with your mission statement. A mission statement that is built on the
philosophy that your race car – like your HVAC Equipment (Bryant) – has to be the best. In addition, the
equipment is nothing without the team. A race car needs its pit crew and Bryant equipment needs experienced
service techs to keep it running efficiently.
Concept for Childers Mission Statement
(Note: This would also serve as a great “About Us” section on your website.)
So by now you may be wondering, “What’s with the racing theme?”
We are race fans. HUGE race fans.
But to us, the passion we have for our favorite pastime also applies to our professional lives.
In home comfort – just like auto racing – you start with a quality machine. The best of the best!
For us that is, and always has been, Bryant brand HVAC equipment.
But even the best machines can’t run at peak efficiency forever.
After all, you need more then just a car and driver to win the race.
You need expert technicians to help keep your car running in optimal condition.
And just like a pit stop at the racetrack, regular maintenance and cleaning of your
Bryant equipment by Childers expert technicians will keep your home comfort equipment
running for years at peak energy efficiencies!
As you can see, at Childers, the formula is simple:
“The best equipment + the best crew = unparalleled performance.”
And if you are not completely satisfied during your one year test drive of Bryant equipment,
and we can’t fix it, Childers will buy back your equipment. Period.
Step 2
Infuse your brand and message into your website.
Childers would like to build a solid identity and branding based based around “Home of the one year test drive!”
The backbone of your marketing campaign is your company website.
Here we will create your “ad kit.” Meaning: the elements that make up your
site will also be utilized in your other media, so that we maintain a consistent
look and feel throughout your marketing. We will create a website from one of
our template sites that weaves in your “test drive” and racing theme.
Your site will also include the following:
• Bryant Product Information
• Current Specials
• Energy Tips
• Contact Information
• Online Appointment Setting
Suggested Website Template
Step 3
Touch your existing customers
Childers would like to increase there service work by reaching out to their existing customers.
Postcards to Existing Customers
You wouldn’t let your car run for 5,000 miles without an oil change, so why would you do the
same to your furnace or air conditioner? We need to educate consumers about the benefits
of regular maintenance. This will get Childers into the house more often and provide
opportunities for bigger ticket jobs.
You will elicit the best response from your existing customer base. This is your low hanging
fruit and the people who know you best.
4,000 total cards, two designs (2,000 per
drop)
April/May Card: Spring Service
August/Sept Card: Fall Service
Step 4
Define your best potential customer and target area.
Database
Instead of going too broad with your advertising choices, it’s always better to narrow your
focus and concentrate on consumers who are prime for AOR business and easiest for
your company to service geographically.
During your meeting we defined Springboro as your preferred areas to service. Since we are
selling Bryant and make our best profit on high end jobs, it makes sense to look at the
median household income and home values and set our target just a bit higher, to separate
Childers best potential customer from the rest.
Town
Springboro
Household
Home
Zip Code
Income
Value
45066
70k+
200k+
Total Results 2,705
Home Age
15 years+
Step 5
Reach out to your best potential customer through targeted marketing (online, direct mail).
Childers would like to improve online presence in the town of Springboro.
URL Purchasing
With Google constantly changing so do the best methods for natural search engine optimization.
To help with this we talked about a simple approach of purchasing URLs with similar keywords to search related topics
in your target market areas.
Suggested URLs
Springboroheating.com
Springborocooling.com
Springboroheatingandcooling.com
Springboroohioheating.com
Springboroohiocooling.com
Springboroheatingandcooling.com
Springborofurnacerepair.com
Springborowaterheaters.com
Springboroohiofurnacerepair.com
Springboroohiowaterheaters.com
Get all these domains for $300* for three years. That’s about $30 per domain for three years.
*Prices may vary.
Step 5
Reach out to your best potential customer through targeted marketing (online, direct mail)
Childers would like to see growth in phone calls coming from Springboro.
Custom Postcards to New Customers
• 10,820 total postcards, 2 designs
• 4 drops at 2,705 qty each
• March/April, June, Sept, Nov
• Postcards designed to match your marketing message
• Custom Design, Printing, Postage, Mailing Service included
Note: All Postcards to existing and new customers will be designed to match your new
ad kit, created with your website.
Step 5
Reach out to your best potential customer through targeted marketing (online, direct mail)
Childers would like to see growth in phone calls coming from Springboro.
Doorhangers
Last year Childers had great success with passing out flyers to areas that they thought were
prime for AOR. This year in coordination with their direct mail, EB&L suggests doorhangers that
are designed with the new company brand in mind.
Twice this year, canvas the Springboro neighborhoods where your target customers are with
these marketing pieces to help increase the frequency of your direct mail campaign – without
having to pay for postage!
6,000 qty
Step 6
Reach out to your best potential customer through top of mind advertising.
Childers would like to see growth in phone calls coming from Springboro.
Billboard and Database Mapping
Using database mapping we will pick locations that are guaranteed to be seen by the same people that are
receiving your direct mail pieces. This will create frequency in Childers’ campaign. Locations are to be
determined once a plan has been agreed upon but the basic details can be reviewed below.
One board: Springboro
7 months: May-November
Billboard
Locations
Step 7
Follow your plan, track your advertising!
Track Your Advertising!
Advertising is always a bit of a gamble but
we will increase your odds by analyzing your return on investment.
We will track your campaign by inserting a local phone number that allows us to
electronically record the amount of calls you get from your various media outlets.
Say farewell to the question, “How did you hear about us?”
We’ll track it for you and provide convenient monthly reporting.
The Bottom Line
Website Development
$1,250.00
Postcards New Customers
$6,120.00
Postcards Existing Customers
$2,610.00
Doorhangers
$890.00
Database
$245.00
Database Mapping
$360.00
URL Purchase (3 Years)
$300.00
Billboards
$5,000.00
Billboard Design
$1,000.00
Call Tracking Postcard (Existing)
Inc
Call Tracking Website
Inc
Call Tracking Postcards
Inc
Call Tracking Postcard (New)
Inc
Total
$17,775.00
All pricing is before distributor co-op.