strategic marketing steve rost general manager j.c. restoration, inc. 4.26.12

1

STRATEGIC MARKETING

Steve RostGeneral Manager

J.C. Restoration, Inc.4.26.12

2

What makes me qualified to speak to you today???

3

My Background

• 1995 (Illinois State University)– B.A. in Marketing

• 1995 – 2004 (R&C Air Sales)– Sales Account Rep – Distributor for Air Handling Equipment– Primarily Cold Calling:

• End Users (Caterpillar, General Electric type companies)• OEM Manufactures• Sheet Metal Contractors• Engineers, Design/Build Firms

– Road Warrior• Territory - Covered Central Illinois• Sq. mileage of 15,000 – or about the size of the State of Maryland

4

My Background• 2004 – 2006 (ACR – Wheeling, IL)

– Monster.com Ad– Very Vague• Sell disaster clean up services to specific insurance markets…

– Top notch Mitigation & Cleaning Company– Role:

• Account Representative • Initially:

– Agent Marketing » City of Chicago

• Eventually called on five markets– Agents– Adjuster– Property Management– Plumbers– General Contractors

• Goals (S.M.A.R.T.)

– ACCOUNTABILITY

5

My JCR Background

• 2006 – present (JCR)

– Top Notch Full-Services Restoration Company

– Roles Served:• Marketing Director (12/2006 – 4/2008)• General Manager (April 2008 – present)

6

My PRE-JCR Background

• IMACC Meeting (Early 2006)– Farmers Claims Office• Potential Pilot Program• JCR & ACR

• Amfam phone call (Mid 2006)• Resignation (July, 2006)• Storm Chaser

– BMW X3 – I thought I made a huge mistake….

7

My PRE-JCR Background

• Touhy Ave Condos – Commercial FIRE– 6 figures

• DOL: 11.20.2006• On-site inspection

– Adjuster (referral source)– Building Owner

• I had nowhere to turn…

• I called Warner Cruz

8

My PRE-JCR Background• Meeting at 142 Thorndale – Bensenville Office

– 11.24.2006 (Day after Thanksgiving)– I told my wife…

– Warner wanted to develop a referral relationship

– “Interview” took place in Classroom• I was hooked…

– 3 hours

– 2nd Interview – week later

– Started my JCR career on 12.18.2006

9

JCR Marketing Department(Pre - 12/06)

• One Marketing Rep – Biz Dev Strategy • Market Adjusters, “Who else?”

• Two week notice• No marketing plan or budget existed• I was told:– Solid relationships with key adjusters– JCR does LL– We have good prop management relationships

10

JCR Marketing Department(Pre - 12/06)

Three primary sources of Biz Dev revenue (2005-06)– Other restoration contractors (35%)

• Warner’s responsibility– Property Management (12%)

• Hodge-podge – House accounts??– Adjusters (12%)

• Former MKTG Rep responsibility

Other sources of revenue– Agencies (6%)

• Old Amfam agent relationships (JC)– TPAs (16%)– JCR Affiliates (13%)

• Friends/Family/Previous Customer

11

I started calling on JCRs “key accounts”

and began to realize…

We needed a Plan

First ‘90’ Days90 Day Action Plan

“CRITICAL”

• Presented w/in 1 week• Key to formulating MKTG Plan• Bought me time

– Whispers…• Confirmed (JC)

• “Stay the course”• Began developing the JCR

Marketing Plan• Warner believed in my vision

– Confidence

13

First ‘90’ Days

• Needed to understand and learn from WC • Vision (1/5/10 yrs)• Expectations of JCR MKTG reps• JCR Culture• Strategic Advantages over Competition

• Needed to understand JCR company knowledge• Review current marketing program• Review current marketing materials• Review Total Available Market (TAM)• Ride along

14

With the knowledge that I gained in the first 90 days…

I learned thatJCRs Marketing Strategies

needed to beOVERHAULED!!!

15

I realized JCR was in need of aMARKETING PLAN

The plan needed to be: 1. Outlined & Developed2. Implemented & Controlled3. Executed

16

Presented in 3/07

OUTLINE DEVELOPMENT

17

IMPLEMENTATION

• Develop your Strategies– Should encompass

• Relationship Building• Networking• Goal Setting• Organization

– Market Segmentation• Time Management

– DRRM• Accountability

• JCR has a specific Biz Dev strategy for each target market we serve

18

CONTROL• Designate someone in charge of Biz Dev– Marketing Director

• Candidate should:– Have strong social skills with the ability to Biz Dev– Be detail & goal oriented– Be organized

• Manage a weekly itinerary & master calendar– Hold weekly accountability meetings– Be able to monitor and control the effectiveness of the

marketing program

19

ExecutionDefine Your Company Objectives

- Start with 3 or 4 goals

In March of 2007; JCR had four main objectives:

20

JCR achieved our four objectives by:

1. Developing our Marketing Plan - Allow ample time to develop & implement

2. Hiring a Marketing Director - Ownership – Instill confidence…

3. Defining our Target Markets - “Back then” JCR had four main segments- Insurance- Property Management- Facility Management- Other Contractors

4. Utilizing a time management system - Tracks accountability

5. Becoming active in outside associations - JCR rule

6. Implementing specific programs to each target market- This is where the use of an outside consultant can greatly assist

Summary

21

FINALLYMy advice to you:Define marketing “responsibility”

for each referral type within your company.

Hold somebody accountable, even if that is yourself…

22

Referral Types Division Responsible

1 800 BUP 800BUP

2 TPA Exec

3 Other Contractors * Exec

4 Advertising/Internet MKT

5 Adjuster CMD

6 Agents MKT

7 CIH ENV

8 JCR Affiliates ** House

9 Plumber MKT

10 Prop & Facility Mgmt MKT

JCR has since defined 10 referral “buckets”

We then assign the primary division responsible for Biz Dev activities within that Target Market

* General Contractors, Restoration Contractors, Sub Contractors** JCR Employees, Friends/Family, Previous Customer

23

Humbly, if JCR is deemed to be a successful organization by our peers…

It is due to the fact Warner always instills confidence in his employees and

was willing to stay the course on a new marketing plan

Today, I try to emulate his leadership skills by giving the same advice to the management staff here at JCR

24

THANK YOU