straw bale building training for european professionals: marketing & communication

UNIT 8Marketing &

Communication

3

UNIT 8 Marketing & Communication Training Page

U8 Learning Outcomes 5

U8 Session 1: the Market 3 hours 7

U8 Info Sheet: the Market (Overview) 8

U8 Session 2: Marketing Strategy 3 hours 11

U8 Info Sheet: Marketing Strategy (Overview) 13

U8 Session 3: Branding 2 hours 14

U8 Info Sheet: branding (Overview) 15

U8 Session 4: Cost, Prizing & Contracts 6 hours 16

U8 Info Sheet: Cost, Prizing & Contracts (Overview) 17

U8 Session 5: Verbal Communication 4 hours 18

U8 Info Sheet: Tools (Overview) 19

U8 Session 6: Language Training 4 hours 21

Partner STEP (Straw Bale Training for European Professionals) 21

Credits & Imprint 22

INDEX

U8 – MARKETING AND COMMUNICATION Learning Outcomes

U8

Level 4 – ECVET Credit points: 7%

Knowledge Skills

Trainees know !

• basic business knowledge • suppliers and purchasing sources • how to handle customer base • corporate Identity and Design • an overview of regional price levels • how to optimize workshop equipment • the difference between costs and pricing • product costing analysis • delegate the work to others professionals • legal framework conditions • different types of orders and performance of contracts • warranty • advantages and properties of straw bale building • elements of discussion techniques • know different target groups and their needs • communicate with the other partners

Trainees can !

• formulate a marketing concept • define appropriate and suitable target groups • understand the concept of warranty as a marketing

instrument • recognize customer requirements • use resources in the acquisition process effciently and

effective • convey an appropriate Corporate Identity • prepare a quantity measurement • calculate and order materials • calculate of costs • submit a building contract • optimize the workshop equipment • optimize purchase of materials • explain the advantages and properties of straw bale

buildings • understand and explain an offer and compile it

according to terms of reference • negotiate with the client • organize and lead a building site meeting • work in team

Competence

Trainees can !

• understand the commercial contexts • understand the necessity of active marketing • independently develop and adapt a marketing concept • understand the significance of an appropriate Corporate Identity • calculate material and order it according to terms of reference • independently develop an offer concept • communicate and explain the main advantages of natural building

5

S1 - The Market Session Plan

S1 U8 - Marketing and communication

Objectives: Trainees !

! know different possibilities of operating in a market (organizational) ! can name key market factors relevant when launching a new business venture ! know ways of researching a market (customers,suppliers, competitors) ! can manage the quality of their service, can receive and process feedback from customers

Methods:

• Lecture/Talk • Discussion: interaction with trainees, drawing on their work experience and general knowledge

Trainer:

Place: Classroom

Duration:

3 hours

Equipment’s Flipchart Paper sheets Markers

Theory

! group exercise: find out what the market is ! introduction to the marketing module: content of the

course ! determination of demands: straw builder and the

market ! market research ! regional development ! quality of services ! suppliers ! lifelong learning

Documents: Info sheet U8-S1-i1 Text sheet ECVET U8-S1-Tx1 ECVET U8-S1-Tx2 ECVET U8-S1-Tx3 ECVET U8-S1-Tx4 ECVET U8-S1-Tx5 ECVET U8-S1-Tx6 ECVET U8-S1-Tx7 Exercise ECVET U8-S1-E1 Handbuch zum Marketing Chapters 1,3,9,10 Evaluation Multiple choice

Practice

Task - Trainees are asked to search for the key words

connected to the theme of marketing, for example: clients, suppliers, demand and quality. The trainer moderates a brainstorming session. Results are written down. Pin flipchart papers on the wall after completing the exercise.

•

Organisation •

7

S1 – The Market Info Sheet

U8 I1 The Market

8

S1 – The Market Info Sheet

U8 I1 The Market

9

S2 - Marketing Strategy Session Plan



! know how and why to develop marketing objectives and strategies

! know how to develop and write a complete marketing plan ! know how to provide an interdisciplinary environment for the

generation of creative ideas in marketing ! know how to provide sufficient analytic skills for evaluation

(and implementation) of these ideas ! can find the connections to other needed building companies

before and after the strawbale work and make a cooperation with them (each other advertisement)

Methods:

• Lecture with overhead projector • Discussion • Verbal explanations with different supports: videos, websites,

printed flyers, etc.

Trainer:

Place: Classroom

Duration:

3 hours


Theory

• Definition of promotional strategies ! Promotion as a main aspect of marketing ! Promotional plan or promotional mix ! What is a promotional plan? ! Effective promotional tactics: advertising, personal

selling, sales promotion, publicity or public relations ! Promotional techniques: introductory exercise ! Advertising media and techniques ! Ice breaker exercise ! Advertising media: billboards, printed flyers, tv, etc. ! Advertising techniques: repetition, bandwagon,

testimonials, pressure •

Documents: Info sheet U8-S2-i1 to i6 Text sheet ECVET U8-S2-Tx1 to Tx6 Exercise ECVET U8-S2-E1 to E4 Handbuch zum Marketing Chapters 13,14,15,16,17 Evaluation Multiple choice

Practice

Task - Divide into groups and each group could be a building

company with each other needed services. Try to speak how it will cooperate during the building process.

- Work alone and try to write down your future marketing plan. Present and discuss about it in a group.

•

Organisation •

11

i2 – Marketing Strategy Info Sheet

U8

U8 - Marketing and communication

12

S3 - Branding Session Plan



! understand the need for corporate identity development ! can identify elements of corporate identity ! can shape a corporate identity

Methods:

• Lecture with overhead projector (verbal explanation) • Discussion • Exercise with sample materials

Trainer:

Place: Classroom

Duration:

2 hours


Theory

• ! Ice-breaker exercise ! Introduction: developing a definition of corporate

identity ! Practical tips for applying corporate identity:

correspondence, business cards, printed publications, presentations, webpages and references.

•

Documents: Info sheet U8-S3-i1 Text sheet ECVET U8-S3-Tx1 Exercise ECVET U8-S3-E1 to E3 Handbuch zum Marketing Chapters 2,11,12 page 57: Kleider Machen Leute Evaluation Multiple choice Group presentations of everyones corporate identity elements

Practice

Task - Game exercise: try to develop your simple corporate

identity, colors, logos, etc. Draw it, paint it, and after explain it to others. Present which are the most important elements of corporate identity for you.

•

Organisation •

14

i1- identity Info Sheet

S3


15

S4 - Cost, Pricing and Contracts Session Plan



! can convey the basics of legally binding action and freedom of building contracts

! know the legal consequences in building law ! can convey the basics of cost calculation ! can convey the basics of tender

Methods:

• Lecture with overhead projector • Discussion and verbal explanation

•

Trainer:

Place: Classroom

Duration:

6 hours

Equipment’s Flipchart Paper sheets Markers Moderators' Briefcase

Theory

• • Basic principles of: ! contractually relevant rules ! forms and types of building contracts / assignment ! termination of building contracts ! form and implication of acceptance ! tolerance in constructions ! deficiency and its legal consequences ! consequences of disruption and delay ! factors in price calculation and pricing: general pricing,

contractors' costs, cost of the product ! sampling in constructions ! EU law and national conversion •

Documents:

Info sheet U8-S4-i6 to i9 Text sheet ECVET U8-S4-Tx2 to Tx10 Exercise ECVET U8-S4-E2 ECVET U8-S4-E4 ECVET U8-S4-E8 Handbuch zum Marketing Chapter 4 French training: Couts de construction et paille Evaluation Multiple choice

Practice

Task - Participants will be given cards with key words and will

be asked to mindmap „hourly wages“ and to assign the terms

- Participants will practice acceptance in a role play game

- Participants will be asked to communicate their own experience regarding rebate with their neighbour, group discussion of the result

•

Organisation •

16

i6- Cost, Pricing and Contracts Info Sheet

S4


S5 - Verbal Communication Session Plan



! know elements of discussion techniques ! know different types of clients and their different needs ! can explain the advantages and properties of strawbale

building ! can communicate with the other partners ! can organize and lead a building site meeting ! can explain an offer ! can negotiate with the client

Methods:

• verbal communication with different supports • group work and roleplay

•

Trainer:

Place: Classroom

Duration:

4 hours

Equipment’s Overhead Flipchart or whiteboard Tables and chairs

Theory

• • Suggested session: ! E1: Ice breaker (20 min. discussion) ! i1 + Tx1 (40 min. theory + discussion) ! i2 + Tx2 (40 min. theory + discussion) ! E2 (40 min. theory + discussion) ! i3 + Tx3 (40 min. theory + discussion) ! E3 (60 min. exercise) •

Documents:

Info sheet U8-S5-i1 to i3 Text sheet ECVET U8-S5-Tx1 to Tx3 Exercise ECVET U8-S5-E1 to E3 Handbuch zum Marketing Chapter 4,5,6,7,8 French training: i1 to i6 t1 to t3 Evaluation Assessment with professional actor

Practice

Task - E1: Discuss as a group the main reasons for using

straw as a building material, and for using one company above another

- E2: Trainees split into groups and go through a list of questions that they might be asked by the client. They decide what their response would be; whether they can answer them on the spot or whether they would need time to form an answer and what information they would need to do this and where this information can be found. The class then comes back together to discuss the possible answers.

- E3: Roleplay investigating responses to different types of client. The trainees are given a choice of different scenarios in which they take turns to play the part of the client or the clay plaster expert. A third trainee observes their role play and aids the discussion at the end.

•

Organisation •

i1- Verbal Communication Info Sheet

S5


S6 – Language Training Session Plan


23

PARTNER

THE PARTNERS OF THE LEONARDO PARTNERSHIP STEPThese 9 partners signed a memorandum of understanding with the aim to promote and improve training opportunities in Straw Bale building all across Europe.

FASBA - GERMANYFachverband Strohballenbau Deutschland e.V., Artilleriestrasse 6 in 27283 Verden, DE

PARTICIPANTS: Sissy Hein, Dittmar Hecken, Burkard Rüger, Heinz Michael Fischer,

Dirk Scharmer

www.fasba.de

ASBN - AUSTRIAAustrian Straw Bale Network, Baierdorf 6 in 3720 Ravelsbach, AU

PARTICIPANTS: Herbert Gruber, Erwin Schwarzmüller, Helmuth Santler, Gerhard Scherbaum

http://www.baubiologie.at/wp/strohballenbau/asbn-netzwerk/

SBN - NETHERLANDSStrobouw Nederland, Pauwenkamp 45 in 3607 GC Maarsen, NL

PARTICIPANTS: Wouter Klijn, Sissy Verspeek, Florian van Roekel, Piotr Bronicki

http://www.strobouw.nl

ARTUR - SLOVAKIAArchtektura pre Trvalo Udrzatelny Rozvoj, 90301 Hruby Sur 237, SK

PARTICIPANTS: Zuzana Kierulfova, Marian Ontkoc, Peter Coch, Boris Hochel,

http://ozartur.sk

RFCP LES COMPAILLONS - FRANCE Reseau Francais de la Construction en Paille, SCM le Jeune, 28 avenue Léon Blum,

31500 Toulouse FR

PARTICIPANTS: Isabelle Melchior, Noé Solsona, Dirk Eberhard, Manas Melliwa, Cedric Hamelin

http://www.compaillons.eu / http://rfcp.fr

RCP - SPAINRed de Construccion con Paja, Doctor Fajames 44 in 03204 Elche, ES

PARTICIPANTS: Valentina, Maini, Alejandro Lopez, Maren Thermes

http://www.casasdepaja.org

STRAWBUILD – UNITED KINGDOMSedum Cottage, Owen Street, Pennar in SA 72 6SL Pembroke Dock, UK

PARTICIPANTS: Bee Rowan, Michael Howlett, David Semenysin, Chris Hawker, Kuba Wihan

http://www.strawbuild.org

COMPALHA - PORTUGALAssociacao para a bioconstrucao com fardos de palha e materiais naturais em Portugal,

Rua Abade Faria 40 3D in 2725-476 Mem Martins, PT

Participants: Catarina Pinto, Joao Barbosa Sequeira, Luisa Alves de Paiva

http://compalha.pt

MAGYAR SZALMAÉPITOK EGYESÜLETE - HUNGARY Joka u. 14 in 5650 Mezoberény, HU

Participants: Titusz Igaz, Gabriella Revesz, Gabor Szücs

http://www.szalmaepitok.hu

STEP – Straw Bale Training for European Professionals

UNIT 8 – MARKETING & COMMUNICATION

Editors UNIT 8: Florian van Roekel (Strobouw Nederland)

Info sheet content based on ECVET Clay

Coordination: Sissy Hein (FASBA), Dirk Eberhard (RFCP)

Session Plans: Leonardo Partner (see p. 23)

Design: Herbert Gruber (Layout), Michael Howlett (Drawings, Logos),

Isabelle Melchior, Alejandro Lopez (Templates)

Photos: Wikimedia, Herbert Gruber