Transcript suretemp2 - EB&L Marketing

2011 Marketing Plan
Presented to the Miller clan
2011 Marketing Objectives
1. How might we get consumers in Ithaca and Binghamton to click on Sure Temp’s
Google Places listing when typing in keywords like Heating, Cooling and Furnace
Repair?
2. How might Sure Temp build a commercial identity that promotes all of its
capabilities to a potential commercial customer?
3. In what ways can we grow Sure Temp’s brand awareness in the towns of
Binghamton and Ithaca?
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.
Marketing Objective #3
In what ways can we grow Sure Temp’s brand awareness in the towns of Binghamton and Ithaca?
The Sure Temp Comfort Cops are on the case!
We built a great campaign around HVAC myths with the Comfort Cops. The campaign
tracked really well on our web statistics. This year EB&L would like to expand this idea.
Create new commercials and bring the Comfort Cops across new mediums to expand the
frequency of the campaign and further brand Sure Temp and the Comfort Cops concept with
the public.
Step 2
Infuse your brand and message into your website.
Marketing Objective #1
How might we get consumers in Ithaca and Binghamton to click on Sure Temp’s Google Places listing when typing
in
keywords like Heating, Cooling and Furnace Repair?
Suretemp.com was already given an overhaul last year. It’s working well but
does need a few tweaks to help us achieve our marketing objectives in 2011.
In our meeting we talked about the importance of online reviews. We would
like to cut the “Eco Alternatives” ad in half and create a new page that is a
portal to areas where people can go to read and write reviews on Sure Temp.
This item will give you a higher search engine star rating and increase your
likelihood of getting clicked on when a consumer looks up HVAC related
keywords!
Your 2011 web update:
• One Year of Call Tracking
• Mobile Site
• Testimonials Gallery
• Online review link page
Step 3
Touch your existing customers
Marketing Objective #3
In what ways can we grow Sure Temp’s brand awareness in the towns of Binghamton and Ithaca?
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 Sure Temp into the house more often and
provide opportunities for bigger ticket jobs.
Also, we need to promote online reviews, give a free $20 Sure Temp gift card or similar
incentive in exchange for their support on third party review sites like Google, Citysearch
or BBB.com.
Two designs,
10,000 total cards, 5,000 per drop
April/May Card: Spring Service/Reviews
August/Sept: Card: Fall Service/Reviews
Step 4
Define your best potential customer and target area.
Marketing Objective #3
In what ways can we grow Sure Temp’s brand awareness in the towns of Binghamton and Ithaca?
Database Purchase
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.
We’ve started to get traction with our top of mind radio campaign. Now it’s time to focus on our best
potential customer in Binghamton, and expand into Ithaca and its surrounding cities as well.
County
Broome County
Tompkins County
Household
Income
60k+
60k+
Household
Value
150k+
150k+
Home Age
15 Years or more
15 Years or more
Total
Total
5329
3945
9274
Step 5
Reach out to your best potential customer through targeted marketing (online, direct mail)
Marketing Objective #3
In what ways can we grow Sure Temp’s brand awareness in the towns of Binghamton and Ithaca?
Custom Postcards to New Customers
• 46,370 total postcards, 2 designs
• 5 drops at 9,274 qty each
• March/April, May, July, Aug/Sept, Oct/Nov
• Postcards designed to match your marketing message
• Custom Design, Printing, Postage, Mailing Service included
County
Broom County
Tompkins County
Household
Income
60k+
60k+
Household
Value
150k+
150k+
Home Age
15 Years or more
15 Years or more
Total
Total
5329
3945
9274
Note: All Postcards to existing and new customers will be designed to match your
ad kit, created with your website.
Step 5
Reach out to your best potential customer through targeted marketing (online, direct mail).
Marketing Objective #1
How might we get consumers in Ithaca and Binghamton to click on Sure Temp’s Google Places listing when typing in
keywords like Heating, Cooling and Furnace Repair?
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.
URL's
Ithacaheating.com
Ithacacooling.com
Ithacaheatingandcooling.com
Ithacafurnacerepair.com
Binghamtoncooling.com
Binghamtonfurnacerepair.com
Ithacaairconditioning.com
Get all these domains for $210* for three years. That’s about $30 per domain for three years.
*Prices may vary.
Step 6
Reach out to your best potential customer through top of mind advertising.
Marketing Objective #3
In what ways can we grow Sure Temp’s brand awareness in the towns of Binghamton and Ithaca?
Radio: The Hawk, The Whale and WLS Ithaca
We had good results from last years radio campaign. In 2011 we will expand on it by running the same
kind of program but adding another station in Ithaca. When EB&L compared demos…WLS talk radio
had the closest match to your target demo in Ithaca
On all three stations we will run 60 second spots with the Dragnet Comfort Cops theme pointing consumers to
the station website, and then to a web ad that leads them to suretemp.com for a green bag giveaway.
60 second Spot
Radio Overview
Spots
15 sec Promos
Station
Weeks
M-F, 6a-7p
M-F, 6a-7p
Web Ad
Cost
The Whale
26
252
168
Yes
$15,818.00
The Hawk
26
252
168
Yes
$15,818.00
WHCU 870 AM
30
300
0
Yes
$7,000.00
Total
$38,636.00
As a bonus for our
continued business. The
Hawk and the Whale are
throwing in 785 *additional
:15 sec commercials for our
entire run!
*These spots are
considered extra
and are being given
as an added value
over and above the
schedule outlined
on this slide. They
will air Mon-Sun
6a-12m.
Marketing Objective #2
How might Sure Temp build a commercial identity that promotes all of its capabilities to a potential commercial customer?
Commercial Website and Print Piece
Suretempcommercial.com Or Suretempindustries.com
A commercial tab could be added to the existing website, but EB&L suggests building
a new site that promotes Sure Temp’s capabilities as a commercial dealer. Sure Temp is unique in that
it can service a range of commercial clients compared to the limited abilities of some if its competitors.
We will highlight these abilities by showcasing specific case studies that represent the breadth and scope
of Sure Temp’s various customers. everything from the simple rooftop units to mall chains all the way
up to large industrial installs.
We will then use these online case studies to create a useful printed marketing piece.
This piece may be mailed out or left with potential customers by your commercial sales force.
6 Panel Pamphlet
2,000 qty
Sample Website Layout
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 Updates
Mobile Website
Postcards New Customers
Postcards Existing Customers
Database
URL Purchasing
Radio Binghamton
Radio Ithaca
Commercial Website
Commercial Brochure
Call Tracking Postcards Existing
Call Tracking Website
Call Tracking Postcard New
2011 Website Hosting
2011 Commercial Website Hosting
Total
$600.00
$700.00
$18,210.00
$4,610.00
$640.00
$210.00
$31,636.00
$7,000.00
$2,500.00
$4,000.00
Inc
Inc
Inc
250.00
250.00
$70,606.00