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Marcomm Strategy Plan
2016 – 2017
ConfidentialTom Bellis
Philosophy
Integrated Marketing Communications Approach
Control of all promotional elements of marketing communications strategy
Long-term approach to plan (5 years+)
Promotional Mix
Advertising Direct MarketingInteractive/Internet
MarketingPublicity/Public
RelationsPromotion/Event
Marketing
ConfidentialTom Bellis
Promotional Mix
Advertising – Mass
Brand, Product, Service recognition/awareness
Direct Marketing – Custom
Awareness/information
Interactive/Internet – Mass/Custom
Information
Publicity/Public Relations – Mass
Third party reinforcement
Promotion/Event Marketing – Custom
Build relationships
ConfidentialTom Bellis
Opportunity
Competitive Advantage:
Initial and Life Cycle Cost across all markets
Sustainable and Environmental benefits
Marcomm that creates and maintains product
differentiation and brand equity (cost, performance
and sustainability)
2 sided messaging with explicit conclusion
Issue and Solution
Product and Effect
Best vs. Good (where Good is a Negative Connotation)
Primary and recency effect
ConfidentialTom Bellis
Marketing Goals
1. To increase market share of ready mixed concrete across all segments in the Ontario market
2. Increase awareness of Concrete uses at all levels of specified target/market segments
3. Create a competitive position strategy for ready mixed concrete within all market segments as a cost effective and sustainable building material of choice
4. Educate association members on marketing plans, market expansion and training
ConfidentialTom Bellis
Target Markets
Government (B2G) Technical public agencies
Political stakeholders and decision makers
Businesses (B2B) AEC industry stakeholders and decision makers
Association Members (A2A) AEC industry association members
Concrete Ontario membership
ConfidentialTom Bellis
IMC Plan Outline
Communication Objectives
Creative Rationale & Identity
Marcomm Plan Recommendations Advertising
Direct Marketing
Internet/Interactive
Publicity/PR
Promotion/Event Marketing
Targeted Campaigns
Marcomm Calendar
Budget
ConfidentialTom Bellis
Communication Objectives
1. To build awareness of concrete as the preeminent building material product to the target audience
2. To build the knowledge base of concrete as a building material and the tools and resources available to the target audience
3. To have the target audience prefer concrete for use over alternative products
ConfidentialTom Bellis
Communication Objectives
Awareness 90%
Credibility / Knowledge 70%
Interest / Liking 40%
Preference 25%
Selection / Conviction 20%
Loyalty 5%
Market Driven
(Association can no
longer influence at
this point in the
buying/decision
making cycle)
ConfidentialTom Bellis
Creative Rationale
Fax/Letter E-mail Telephone Advertising Web/VideoFace-to-
Face
We must leverage the proper mediums that will make our statements seen and heard
Marketing Communications must have breadth and depth across all mediums
We must leverage the proper mediums that will allow our messages to be interpreted correctly
We must use an Integrated Marketing Communications approach to our strategy and execution
Low High
Likelihood of a Message Getting Interpreted Correctly
ConfidentialTom Bellis
Creative Identity
Common denominator of target audience
They are all people
People are engaged through emotion
Emotion leads to rationalization
Rationalization leads to fact finding
Fact finding leads to decision making
ConfidentialTom Bellis
Creative Identity
Action DescriptionDirection of
Communication
EmotionAssociation elicits emotion of target segments through MarComm activities
Association to Target
RationaleTarget segments rationalize if emotion is logical
Target to self
FactsTarget segment seeks for information sources
Target to Association
DecisionTarget segment makes a decision based on facts
Target to self
ConfidentialTom Bellis
Creative Identity
We must make BOLD statements
Bold statements elicit emotion
We must rationalize our statements
Our copy must validate our statements
We must have the information they seek
Our website will be the call-to-action
ConfidentialTom Bellis
Creative Identity
Bold Statement/Headline
CONCRETE is _________.
Copy text that generates thought
Benefit of concrete as the building material of choice (Unique Selling Proposition – USP)
Strong, specific, direct call-to-action
To find out more… visit, click, call, sign-up
Bold Statement/Headline
Copy text that generates thought
Strong, specific, direct call-to-action
Common (integrated) visual identity
Bold Statement/Headline
Copy text that generates thought
Strong, specific, direct call-to-action
Common (integrated) visual identity
IMC Advertising Objectives
Strategy
Recommendations
Detailed Plans
ConfidentialTom Bellis
IMC Advertising
Objectives
To create/increase awareness of the Association and markets
served within target market community.
To educate target audience on the benefits of using concrete as
the preeminent construction material and the features and tools
offered by the association.
Strategy
Use traditional print media targeted at primary segments
Scheduled media buy within all issues published and
strategically buying placements around key industry and
competitor events.
ConfidentialTom Bellis
IMC Advertising
Advertising recommendations include:
Government/Association Market
Milestones Magazine (OGRA) 4x year
OGRA Educational Calendar 1x year
The Road Builder (ORBA) 4x year
Daily Commercial News Aug-Jul
ConfidentialTom Bellis
IMC Advertising
Advertising recommendations include:
Builder/Developer/Association Market
Perspectives (OAA) 4x year
Builder Magazine (BILD) 4x year
ConfidentialTom Bellis
IMC Advertising
Advertising Plan
Tactic: Milestones Magazine (OGRA)
Audience: Municipal infrastructure, public
works and political stakeholders
Messaging: Concrete benefits, Balanced
paving, reTHINK pavements
Budget: $1,840/issue x 4/year = $7,360
ConfidentialTom Bellis
IMC Advertising
Advertising Plan
Tactic: The Road Builders Magazine (ORBA)
Audience: Road builders and contractors
Messaging: Benefits of concrete, balanced
paving, budget solutions through concrete
pavements
Budget: $2,149.50/issue x 4/year = $8,598
ConfidentialTom Bellis
IMC Advertising
Advertising Plan
Tactic: Daily Commercial News
Audience: Contractors and Consultants
Messaging: reTHINK Pavements
Budget: $5,800 = combination of print and
digital advertising
ConfidentialTom Bellis
IMC Advertising
Advertising Plan
Tactic: Perspectives OAA
Audience: Architects
Messaging: Concrete as preferred building
material, low to mid rise buildings
Budget: $2,809.50/issue x 4/year = $11,238
ConfidentialTom Bellis
IMC Advertising
Advertising Plan
Tactic: Builder Magazine
Audience: Builders and developers
Messaging: Concrete as preferred building
material, low to mid rise buildings –
Secondary messaging: pavements
Budget: $2,689.50/issue x 4/year = $10,758
IMC Direct Marketing Objectives
Strategy
Recommendations
Detailed Plans
ConfidentialTom Bellis
IMC Direct Marketing
Objectives
Distribution of associations’ communications, service offerings,
technical information and events.
Determine viability of an external facing magazine to be used to
disseminate industry related news and events.
Strategy
Use electronic mail (EM) to reach stakeholders that have opted
into communications from association/lists.
Use traditional direct mail (DM) to reach stakeholders not
welcome to electronic correspondence.
Annual magazine publication to coincide with WOCp/OCA’s
ConfidentialTom Bellis
IMC Direct Marketing
Direct Marketing Plan Service: Mail Chimp (Distribution Service)
Budget: $1,250
Service: Municipal E-Directory (List Service)
Budget: $1,000
Service: Municipal Information Network (Distribution Service)
Budget: $750
ConfidentialTom Bellis
IMC Direct Marketing
Direct Marketing Plan
Tactic: Association Newsletter
Audience: Members
Messaging: Various quarterly articles/content
from each department
Budget: Inclusive in website managed
services agreement
Timing: Quarterly
ConfidentialTom Bellis
IMC Direct Marketing
Direct Marketing Plan
Tactic: EM’s before and after conferences and
tradeshows the Association participates in
Audience: Various
Messaging: Various
Timing: Various
ConfidentialTom Bellis
IMC Direct Marketing
Direct Marketing Plan
Tactic: SLR EM
Audience: Municipal public works officials,
Councillors and CAO’s (~ 4,300 contacts)
Messaging: SLR by-law amendment
Timing: Feb – Jun
ConfidentialTom Bellis
IMC Direct Marketing
Direct Marketing Plan
Tactic: Camp Ooch EM
Audience: Members
Messaging: Camp Day Challenge updates
Timing: May – Aug (weekly)
ConfidentialTom Bellis
IMC Direct Marketing
Direct Marketing Plan
Tactic: Concrete Ontario Magazine
Audience: Members, municipal stakeholders,
AEC community
Messaging: Concrete related news in Ontario
Budget:
Handled by external publishing company. Advertising
revenue would pay for tactic. (5% rebate on
advertising revenues)
IMC Internet/Interactive Objectives
Strategy
Recommendations
Detailed Plans
ConfidentialTom Bellis
IMC Interactive/Internet
Objectives
Website documentation that is easy to search and organize (rebranded)
Build rapport with various segments of target audience.
Gain credibility and attain champions and proponents of concrete as the preeminent
building material.
Strategy
Managed services of association website for timely updates and management of best
practices.
Use dedicated social media and internet interactive content campaigns for Concrete
Ontario branded pages and push the reTHINK pavements brand imagery where
possible.
Use webinars as a communication method to educate members and disseminate
information on pertinent issues and topics.
ConfidentialTom Bellis
IMC Interactive/Internet
Interactive/Internet recommendations
include:
concreteontario.org – Managed service
agreement
Social media content/curation
Webinars
reTHINK pavements website redesign
ConfidentialTom Bellis
IMC Interactive/Internet
Interactive/Internet Marketing Plan
Tactic: website managed services agreement
Audience: website visitors
Messaging: covers all aspects of website
requirements (content, graphics, updates etc.)
Budget: $15,000/100hr of service
ConfidentialTom Bellis
IMC Interactive/Internet
Interactive/Internet Marketing Plan
Priority Items
1. Documents Clean-up
2. Blog/Newsletter Configuration
3. Events Set-up
ConfidentialTom Bellis
IMC Interactive/Internet
Interactive/Internet Marketing Plan Tactic: Social Media
YouTube
Audience: Members, municipal stakeholders, AEC community
Messaging: various throughout the year
Further reach for national and international concrete stories (global credibility)
Use: #concrete even smarter than you think tagline when ever possible
ConfidentialTom Bellis
IMC Interactive/Internet
Interactive/Internet Marketing Plan
Tactic: Webinar meetings
Audience: Members
Content: Industry topics and issues
Budget: $1,000/year GoToMeeting
subscription
ConfidentialTom Bellis
IMC Interactive/Internet
Interactive/Internet Marketing Plan
Tactic: reTHINKpavements.ca redesign
Audience: Members, municipal stakeholders,
AEC community
Messaging: Concrete pavements
Budget: $10,000
IMC Publicity/PR Objectives
Strategy
Recommendations
Detailed Plans
ConfidentialTom Bellis
IMC Publicity/PR
Objectives
Build relationships with industry and mass media to publish editorial
content provided by the association.
Raise awareness of Concrete Ontario, benefits of concrete, debunk
misinformation of material and industry.
Cultivate understanding of value of concrete in society.
Strategy
Submit newsworthy stories to publications that offer a continuous touch
points with the target audience and are favorable in publishing articles
submitted by Concrete Ontario.
Leverage newsworthy stories from association members for submission
to publication sources.
ConfidentialTom Bellis
IMC Publicity/PR
Publicity/PR recommendations include:
Outreach
Association news/events/issues/topics of concern
Targeted Topics
Blind Spot Awareness Campaign
SLR Season
Pothole Season (concrete pavements)
ConfidentialTom Bellis
IMC Publicity/PR
Publicity/PR Marketing Plan
Tactic: Media outreach, audio news release
Audience: Industry publications, mass
media/general public
Messaging: Top industry news stories; as
needed
Budget: PR news wire = $1,000/article
IMC Promotion/Event Marketing Objectives
Strategy
Recommendations
Detailed Plans
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Objectives
Create an image for Concrete Ontario as that of a separate entity from other
Associations (CAC) and increase the exposure of Concrete Ontario to the target
market.
To increase awareness of concrete as the building material of choice.
To level the playing field vs. competitive construction materials/associations and
strengthen relationships with the target audience at shows.
Strategy
Involvement in Industry, Association and Government trade shows and conferences
with a VERTICAL target (up and down the decision chain)
Member based communications via Webinars and/or Town Hall meetings
Use SLR strategy to target members and local municipalities
ConfidentialTom Bellis
IMC Promotion/Event Marketing
The bulk of the associations promotional and
event strategy focuses on:
Tradeshows/Conferences
Meetings
Collateral/Promotion assets
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Tradeshow recommendations include:
MEA November 2016
ROMA January 2017
OGRA February 2017
OAA May 2017
Separate Budget Conferences OGCA
WOC pavilion
OCA
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Tradeshow Plan
Tactic: Municipal Engineers Association
(MEA)
Audience: Municipal transportation and public
works stakeholders
Messaging: Infrastructure, Pavements
Budget: $2,000 booth + promotion
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Tradeshow Plan
Tactic: Rural Ontario Municipal Association
(ROMA)
Audience: Municipal transportation and public
works stakeholders
Messaging: Infrastructure, Pavements
Budget: $2,000 booth + promotion
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Tradeshow Plan
Tactic: Ontario Good Roads Association
(OGRA)
Audience: Municipal transportation and public
works stakeholders
Messaging: Infrastructure, Pavements
Budget: $3,000 sponsorship, $500 booth +
promotion
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Tradeshow Plan
Tactic: Ontario Association of Architects (OAA)
Audience: Architects
Messaging: Low-Mid Rise Buildings
Budget: $6,500 sponsorship + booth +
promotion
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Meetings Plan
Tactic: Municipal meetings
Audience: By-law officers, clerks, council
Messaging: Seasonal load restrictions
Budget: $100 per meeting (promo + collateral
expenses) x 5 meetings = $500
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Promotion Assets
Tactic: Tradeshow booth design
Messaging: Concrete Ontario name change
Budget: $750
ConfidentialTom Bellis
IMC Promotion/Event Marketing
Collateral Assets for Conferences
Tactic: Various collateral updates
Messaging: Concrete benefits
Budget: ~$9,250
IMC Targeted Campaigns Objectives
Strategy
Marketing Tactics
Engineering Tactics
ConfidentialTom Bellis
IMC Targeted Campaigns
Objectives
Raise awareness of the availability of pavements service to the industry.
Build relationships with industry for the use of association as resource
for pavement education.
Strategy
Use tactics outlined in this IMC marketing plan to interject pavement
messaging across the various promotional mix secured.
Use Engineering team to communicate with municipal and consulting
engineers, contractors and owners on the benefits of using concrete as
a pavement alternative.
ConfidentialTom Bellis
IMC Targeted Campaigns
reTHINKpavements Marketing tactics
Advertising Road Builders (ORBA)
Daily Commercial News (DCN)
Milestones (OGRA)
Direct Marketing Digital marketing campaigns around events throughout the year
Internet/Interactive Marketing reTHINKpavements.ca website redesign
Project Profiles and web videos
Tradeshows Municipal Engineers Association (MEA)
Ontario Good Roads Association (OGRA)
Rural Ontario Municipal Association (ROMA)
ConfidentialTom Bellis
IMC Targeted Campaigns
reTHINKpavements Engineering tactics
Meetings/Learning Sessions with: Municipal engineers, PMPs
Contractors, Consultants
Member Opportunities Provide availability for member support
Be available for member lunch & lunch to customers
Drive awareness through membership sales force
Collateral for concrete pavement construction
IMC R&D SLR Tracking
OCCA
ConfidentialTom Bellis
IMC R&D
SLR Tracking
Tactic: Tracking SLR permits and infractions
via AB Consulting Group
Audience: Annual members report
Budget: $10,000
ConfidentialTom Bellis
IMC R&D
OCCA
Tactic: Create messaging to be presented
with OCCA seminars
Audience: Secondary school students
Messaging: RMX driver opportunities, Driver
awareness
Budget: $10,000/year in final year of
agreement
IMC Marketing Calendars Advertising
Tradeshows
Direct Marketing
Marcomm CalendarsConcrete Ontario
Advertising CalendarAUG 2016 SEP 2016 OCT 2016 NOV 2016 DEC 2016 JAN 2017 FEB 2017 MAR 2017 APR 2017 MAY 2017 JUN 2017 JUL 2017
The Road Builders
(ORBA) - MediaEdge
Aug 1
Deadline
Nov 1
Deadline
Feb 1
Deadline
May 1
Deadline
Milestones (OGRA) -
Internal
Education
Calendar
Deadline
Jul 29
Deadline
Nov 11
Deadline
Jan 21
Deadline
Apr 22
Deadline
Perspectives (OAA) -
Naylor
Builder (BILD) - Naylor
Daily Commercial News
(DCN) - Reed
Construction Data
DCN DCN DCN DCN
DCN Free
Insert +
Directory
DCN Free
Insert
Daily Commercial News
(DCN) - Reed
Construction Data
Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily
Digital
Daily Commercial News
(DCN) - Reed
Construction Data
Marcomm CalendarsConcrete Ontario
Trade Show CalendarAUG 2016 SEP 2016 OCT 2016 NOV 2016 DEC 2016 JAN 2017 FEB 2017 MAR 2017 APR 2017 MAY 2017 JUN 2017 JUL 2017
Show/Assoc. Name
Municipal Engineers
Association (MEA)Nov 22-26
Concrete Canada /
OCA / Construct
Canada
NOV 30
DEC 2
Rural Ontario Muncipal
Association (ROMA)JAN 29-30
Ontario Good Roads
Association (OGRA)FEB 26-1
Ontario Association of
Architects (OAA)MAY 25-27
Marketing Budget Request
2016 – 2017