Jasper Engineering|Think Like Your Customer|

Integrated Marketing Communications PlanStudent to Business Initiative | 2014

Table of Contents Table of Contents 2Acknowledgements 3SLN Design 4Philosphy 5Executive Summary 6Internal Analysis 7External Analysis 8Customer Analysis 9-10Objectives 11Target Audience 12Brand Tone 13Positioning 14

Key Messages 15 Website Renovation 16 Pay Per Click Advertising 17-18 Social Media 19-21 Customer Relationship Management (CRM) 22 Content Marketing 23 Budget Estimates 24 Measurement/Evaluation 25 Plan Implementation 26 Bibliography 27

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AcknowledgmentsWe wanted to take the time to thank Jason Janich, Paul LaSalle, and Kim Southgate for the opportunity to work with Jasper Engineering by gaining real life experience marketing for a business to business company. We appreciate all the hospitality that has been given to us and the time taken out of your days to reply and meet up with us.

A special thank you to John Kratz by helping us through the journey of marketing for business to business companies. We appreciate all the effort that has been given this semester and the time you take to help your students out. We couldn’t have done it without you!

Prepared with assistance from the UMD Center for Economic Development and the Labovitz School of Business and Economics.

Presentation Date:Center for Economic Development December 10th, 2014 at 10:00am

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SLN Design

William LoesMarketing Major

Cydnie ScottMarketing Major with a

minor in Psychology

Kyle Navratil

Accounting and Marketing

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Philosophy

We believe that to be able to create a phenomenal Integrated Marketing Communications Plan, there must be three elements: an attention grabber, a consumer centric focal point, and it must be in line with how the business is

positioned in the industry.

With these key points, a structured Marketing Communications Plan can be fashioned to display, accurately, how any company can entice customer

interest, focus on it’s customers, and differentiate itself.

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Executive Summary

Jasper’s Integrated Marketing Communications Plan will serve as an outline for critical steps in increasing brand awareness, maintaining a consistent brand image,

and engaging potential consumers. This will ultimately lead to an increase in leads that the salesforce can turn into sales.

We have concluded that Jasper will most effectively communicate by utilizing social media and pay per click advertising in conjunction with their CRM program to put out

quality and relevant content.

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Internal AnalysisStrengths:

● Financially Stable and has the capacity to support flexible marketing budget.

● Quality brand name products that are coupled with premium support that brings customers back.

● Jasper can successfully maintain a working relationship with customers that promotes more business.

Opportunities:

● Little time to allocate for

marketing and promotional

activities.

● Breaking into a new industry

requires personal

connections.

● Online presence can be

brought into the new decade

by optimizing website

appearance and function,

social media, organic search

engine optimization, and

CRM program.

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External AnalysisCompetition Analysis:

● Competition is hard to break into as most companies already have industrial suppliers.

● Jasper must effectively and proactively target customers and not only tell why and how they are different, but prove it as well.

Environmental Analysis:

● Major debates about the

industry’s effects on the

environment and drinking

water contamination.

● Gas production is

predicted to rise 2.1% per

year in Wisconsin.

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Customer AnalysisCustomer Analysis:

● Jasper’s consumers are people who believe

that investing in high quality products gives

the lowest total cost of ownership.

● Jasper’s customers utilize Jasper’s

knowledge in installation and maintenance.

● Jasper primarily looks to “Plant

Maintenance Managers” as their primary

purchasers.

This graph shows the percentage of customers per state that Jasper Engineering has served in the past.

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Customer AnalysisJasper’s sales follow in a close accordance to the Pareto Principle, or the understanding that 80% of sales stem from 20% of customers, or the core customers.

It is important to note that the core group of customers comes from the Iron Ore Mining Industry, while moving more into the Oil and Gas Extraction Industry, it is necessary to ensure that these customer’s needs are still being met.

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ObjectivesCommunication Objectives:

● Create awareness for Jasper in the

fracking and sugar beet industries.

● Educate and inform potential customers

about Jasper’s superior customer service.

● Establish and maintain a consistent brand

image.

● Enable an easy flow of information for

clients through efficient online presence.

Business Objectives:

● Increase sales in the sand fracking and

sugar beet industries.

● Generate inquires for Jaspers products

and services.

● Generate qualified leads for Jasper.

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Target Audience

Industries:Iron Ore Mining, Oil and Gas Extraction

Geographic Region:Midwest (Iowa, Michigan, Minnesota, Montana, North and South Dakota, and Wisconsin)

Consumers Seeking Benefits: High Quality Products and High Quality Service

Consumers Level of Product Knowledge: Unaware, Aware, and Informed

Purchasing Decision Makers: Plant Maintenance Managers and Plant Maintenance Planners

Through research into Jasper’s customers as well as their competitors, we have concluded that the target

audience are customers of companies that believe in quality products and high quality services. Targeting

companies that believe in the same things that Jasper does will allow us to easily establish a connection on

mutual agreements. The target audience for our messages falls into these categories:

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Brand ToneJasper Engineering is an engineering company based in Hibbing, MN. They specialize in industrial products that can be applied to both Iron ore Mining as well as Silica Sand Mining. Jasper Engineering specializes not only in its premium equipment such as Slurry Pumps, Hydrocyclones, and assorted wear parts. They also provide some of the best customer service in the industry. Jasper prides itself in having empowered employees that know how to properly install, maintain, and optimize its products so that they can serve their customers the best possible. Often they will freely help a customer optimize products that may not be living up to the potential that the product could be.

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Positioning

Jasper differentiates itself from the competition by its high quality service. The salespeople offer the knowledge and ability to install and maintain products. Most companies offer merely the products and have little knowledge on the installation or maintenance of the products. Our goal is to bring that quality service more into the light by focusing on Jasper’s employees and their knowledge.

We have put together a few taglines that we believe condense the message that Jasper wants to convey to potential new customers.

“Empowered Engineering”

“Better Quality, Better Service”

“The Honest Experts”

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Key MessagesJasper Engineering wants to communicate the message that their customers have alternatives to their current industrial suppliers. The processes laid out in this Plans Book are our prefered strategies for effectively reaching customers, getting traffic from quality content, and finally forming a professional relationship with clients.

Jasper believes that the customer always comes first. They know the importance of relationships that are healthy build on each other. This is the key point that all of Jasper’s contact with the clients has to be centered around. As the quote to the right states people buy your why. Simon Sinek pondered this concept that serves to hook us emotionally with a connection.

“People don’t buy what you do, they buy WHY you do it”~Simon Sinek

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Website Renovation Current Situation:

● No updated content ● Not inviting ● “Why we do what we do” is missing● No targeted audience● Sends customers away from the site● In-effective landing pages● Non-responsive web design ● Information regarding other companies

not the products that Jasper implements

Desired State:● Responsive web design ● Bring out the story and culture of the

company● Effective landing pages ● Social Media outlets● Implementation of SEO and PPC

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Pay Per Click AdvertisingAdwords

● Google’s main advertising platform that has the potential to meet millions of people based on keywords, age, and location.

● Keywords can be used both positively and negatively.● Negative keywords can be used to filter out people searching for similar keywords that are

irrelevant to your own such as “Sump Pumps” when the keyword you want is “Slurry Pumps”.● Adwords provides analytical data as well as working seamlessly with Google Analytics, an

analytical program based on the cloud that can easily be implemented on any owned web page.

Image courtesy of

Google Adwords

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Pay Per Click AdvertisingLinkedIn

● Fastest growing professional social media website with 184 million unique visitors in Q3 of 2013.

● Ability to target professionals or companies in specific industries with specific titles, such as “Plant Maintenance Manager”.

● Ability to pay per impression as well as pay per click, allowing the advertiser to reach a broad range of people very economically.

● Due to LinkedIn’s professional atmosphere and it’s user’s desire to better themselves, advertising that contains valuable content is often effective. The above image is courtesy of

LinkedIn’s own informational

Marketing Solutions guide.

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Social Media

● Over 95% of businesses gain exposure even with as little as six hours per week to social media.

● Increased traffic was gained by companies who used social media longer with more experience.

● Loyalty was more apparent with B2B companies compared to B2C companies, the time invested in social media had an impacted on this.

● Information becomes more accessible. ● The more time companies spent on social

media resulted in increased lead generations.

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Social Media Facebook:

● Interact with consumers and direct them back to your website for further information.

● Provides a review system, where you can thank your customers or handle any negative comments in a positive way.

● Gathers information and opinions on product or service--time and cost efficient.

Twitter:● Able to provide informative and useful

information which can drive traffic back to your website.

● Tweets help improve rankings in search engines.● Engages follower/readers to comment on photos

and share them.● Tracks what others are saying about your

company and allows you to respond accordingly.

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Social Media

LinkedIn: ● Company profile that reflects the range of

products and services offered.● Grow individual staff endorsements and

recommendations which can increase growth of endorsements and product recommendations.

● Post videos to demonstrate your capabilities, product and service features, or portfolios and testimonials.

● Generate trust and establish expertise by joining and contributing professional groups and blogs.

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Customer Relationship Management

Social Media● Create posts for all social media platforms

from one place.● Posts should be meaningful and

worthwhile.● Easy to make posts using templates.● Track and evaluate posts on each of the

social media platforms.

Tips using CRMs● Train everyone in on using system.● Everyone needs to use it or else its

inaccurate.● One person should be the dedicated

“expert” of the system and how it is set up.● Link the CRM to your website and social

media platforms.22

Content Marketing

Content is for the consumer and should focus on helping them solve problems and answer any questions they may have in regards to various products, procedures, or any current industry trends/topics.

The goal is to build trust and credibility with the consumers and eventually convert them into possible leads and then customers.

Useful content is the primary driver of viewer traffic and SEO.

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Budget EstimatesCustomer Relationship Management: Salesforce - $30,000 per year

PPC Advertising:Adwords - $10 Set daily budget per click, price allows more flexibility on keywords

LinkedIn - $4 for every 1,000 impressions or a daily budget can be set based on individual clicks

Website Renovation: Website - Approximately $4,000 - $5,000 one time fee for website redesign/development, responsive mobile design, and content management system

(Each company may have additional fees applied to adding hosting, email database, SEO, PPC, social media, and content staying up to date)

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Measurement/Evaluation

The best measurement for effective advertising in Jasper’s case is to gauge new leads, especially in the Oil and Gas Extraction Industry. New customers in the Oil and Gas Extraction Industry will be representing new companies, we will be able to determine if they have found our ad or we have tried calling them already. We will be able to use analytical software to track landing page views, which will be driven directly from Pay Per Click ads and social media. We will also be able to

track analytics on Jasper’s content that it posts as most social media has analytical data as well as owned pages can implement Google Analytics.

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Plan Implementation

December 10th

2014: Presentation

regarding

implementations to

take.

January 10th 2015:

Start the new year out

right! Be in contact with

website developers and

renovate the website.

January 24th 2015:

Have Social Media up

and running and start

producing quality

content to engage.

Begin Training

employees in CRM

March 31st 2015:

Look at analytical data

and determine what

messages and content

work, optimize messages

February 15th 2015:

Start implementing Pay

Per Click advertising and

get leads. Utilize CRM.

The Future:

Continue to analyze

and optimize messages

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<http://www.smartinsights.com/social-media-marketing/social-media-governance/social-media-marketing-effectiveness-

2014/>.

2) Digital Minds: 12 Things Every Business Needs to Know about Digital Marketing. Victoria, BC: FriesenPress, 2013. Print.

3) Ogilvy, David. Confessions of an Advertising Man. David Ogilvy Centennial ed. London: Southbank, 2011. Print.

4) LinkedIn Corporation. The Sophisticated Marketers Guide to LinkedIn. Vol. 1. Mountain View, 2014. Print.

5) "Google Adwords." Google.com. Ed. Google Corporation. Google Corporation, 23 Oct. 2000. Web. 30 Nov. 2014.

<https://www.google.com/adwords/>.

6) Yang, David. "Hydraulic Fracturing Services." IBISWorld Industry Report OB4725 (2013).IBISWorld. Web. 15 Oct. 2014.

<www.ibisworld.com>.

7) "Silica Sand Mining in Wisconsin." Wisconsin Department of Natural Resources (2012). Web. 15 Oct. 2014.

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