DEVELOPING AN ANNUAL PROMOTION PLAN

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DEVELOPING AN ANNUAL PROMOTION PLAN

• Professional Promoters Workshop
• Skokie, IL
• May 3, 2007

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NECSA Measurement Study

• I would recommend that NECSA devote as
• much time to helping their partners design and
• implement their promotion programs as they
• do in helping them to measure the results. If
• a promotion program is not well planned its
• implementation will be poor and it would
• probably not be worthwhile measuring the
• results

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Grand Total of All US Promotion Investment for
2007
All RPGs Their Local Partners 40.1 Million
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WHY PLAN?

• A good plan is like a roadmap
• It shows the final destination
• and the best way to get there.

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WHY PLAN ?

• A plan brings focus to the promotion effort
• A plan adds professionalism
• A plan adds value for stakeholders/members
• If its in BW everyone knows what it is

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Promotion Planning Key Points

• Keep It Simple!
• Put It in Black White!
• Keep It Focused!
• The Plan Must Belong to the Group!

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Promotion Planning Key Points

• Keep It Simple!
• Put It in Black White!
• Keep It Focused!
• The Plan Must Belong to the Group!

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They will be much more committed to its
success if its their plan W. Gary Polsen

• People often oppose a thing merely because they
  have had no part in planning it.
• Alexander Hamilton

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Annual Promotion Planning Checklist

• Target Market Selection
• Market potential?
• Current market share?
• Contractor base?
• Installed base?
• Receptivity of target audience?
• Ease of market penetration?
• Available promotion tools?
• Available people and ?
• Competition?
• Allies partners?
• Potential obstacles?
• REALISTIC potential for success?

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Annual Promotion Planning Checklist

• 2. Identify Decision Makers
• Primary
• Secondary
• Influencers
• Identify decision maker organizations
• Identify potential partners allies
• Identify the competition (SW)
• Develop strategy to address challenges
• Agree on and list promotion tactics
• Set SMAC objectives
• Measure effectiveness
• Periodic review
• Annual update

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The Promotion Plan Should Drive the Budget

• A budget is not the plan!
• First, a group should develop an annual promotion
  plan.
• Then, develop the budget based on the financial
• resources needed to execute the annual promotion
  plan.

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Case Study

• Maryland Ready Mix Concrete
• Promotion Council

Tom Evans Promotion Director
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Annual Planning Meeting
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Target Markets

• ICF

Residential
Tilt-Up
Paving
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Estimated Annual Market PotentialInsulated
Concrete Forms - MD

• MD AGR Wall Potential 1.3 M yd3
• MD AGR Floor Potential 600,000 yd3
• Total MD AGR Walls Floors 1.9 M yd3

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ICFs
Key Decision Makers

• The Consumer
• Educated, 2nd or 3rd time home owners
• Architects/Engineers
• Builders
• Custom, tract, local, regional

Key Decision Maker Organizations

• Eastern Shore Builders Association
• Among other MD Builders Associations
• AIA Chapters
• US Green Building Council (USGBC) Baltimore
  Regional Chapter
• In the middle of developing a LEED for homes
  program

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ICFs

• Influencers

• Legislators/Lobbyists
• Insurance Companies
• Mortgage lenders
• Realtors
• Environmental groups
• Cost of energy, resource conservation, burning of
  fossil fuels
• Sub trades electricians, plumbers, sheet rock
  installers, carpenters, etc
• Need to understand ICFs and how they relate to
  their trade
• Utility companies Energy efficiency incentives?
• Chesapeake Bay Foundation
• Maryland Home Improvement Commission

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ICFs
Partners/Allies

• Utility Companies
• Energy Star Program
• FEMA, Maryland Emergency Management Program
  (MEMA) and county EMAs
• NAHB Concrete Homes Council
• MRMCA, NECSA, PCA, ICFA
• MRMCPC Residential Committee

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ICFs
Installed Base

• Existing Concrete Homes
• Showcase Homes
• MRMCPC Concrete Homes Database

Contractor Base

• List names of ICF installers and builders
  partnering with MRMCPC
• Contractor education NAHB Course

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ICFs
Potential Obstacles

• Misconception of what a concrete home looks and
  feels like
• Cold, damp bunker vs. Beautiful Homes Built to
  Last
• Lack of qualified ICF installers
• Comfort level of builders
• Learning curve for builders
• Drawings/permits/revisions

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Marketing Communications
ICFs

• Showcase Homes / Showcase Builders
• Media Cable TV, Radio, Newspaper, Talk Radio,
  Trade and Consumer Magazines Match the media to
  the target demographic
• Direct Mail
• Live radio remote broadcast from showcase homes
• Signage
• Talking House broadcast message over AM car
  radio
• Press Release, letters, invitations, editorial
  coverage
• Internet MRMCA PCA Concrete Homes website
• Separate domain name for a more customer
  friendly web address
• Project profiles on MD and PCA Concrete Homes
  website
• Virtual tour of showcase homes
• NAHB Courses
• AIA CEU seminar either to individual firms or
  mass meeting
• Books, publications, videos
• Legislative MRMCA lobbyist, constituent visits,
  focused legislation
• PCA Residential Co-op Program administered
  through NECSA
• Habitat for Humanity home

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ICFs
Objectives

• Increase consumer awareness preference
• Increase usage
• Increase market share from 5.9 10 by 2010
• Showcase 3 projects in Maryland
• Contractor education training
• Improve measurement
• Increase member participation

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ICFs
Measurement

• Number of concrete homes built in Maryland
• MRMCA producer survey data (cubic yards)
• NECSA/PCA market share data
• Number of referrals, inquiries for information on
  concrete homes to the MRMCPC office
• Editorial coverage obtained
• Number of leads generated by Showcase Home and
  Showcase Builder Programs
• Number of visitors to showcase homes
• Number of contractors trained

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Planning Benefits

• The plan is the result of committee input
• The plan is the result of member consensus
• The plan is an easy point of reference
• The plan is easily reviewed and revised
• The plan brings value to Council Membership
• Next Step
• Execution!!!!!

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• Your thoughts and ideas?
• Does this make sense to you?
• Please..ask questions!!!
• We welcome your input!!!
• Thank You!!!!