2012 Marketing Plan Presented to: Michelle Bresnay. December 2011

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1 2012 Marketing Plan Presented to: Michelle Bresnay December 2011

2 Target Market Homeowners with incomes of $25,000 to $75,000 living in Bridgeville and the South Hills region near Pittsburgh. Marketing Objectives Marketing Objective #1 In what ways can we improve upon Molitaris current website so important information is easy to find? Marketing Objective #2 In what ways can we better advertise to Molitaris existing customer base so Molitaris can increase their number of Maintenance Agreements? Marketing Objective #3 In what ways can we encourage consumers looking for HVAC related services in the town of Bridgeville and the surrounding South Hills area to call Molitaris for service and estimates?

3 Marketing Objective #1 In what ways can we improve upon Molitaris current website so important information is easy to find? Website There are four items that are most important to potential customers on an HVAC website. Who you are: Company name, Logo What it is you do: Plumbing, HVAC, Electrical What you have to offer: Current specials and promotions How to contact your company: Make an appointment online, Phone number When evaluating Molitaris website the first three items are well-placed and easy to find. The contact information is not easy to find though and because more and more people are using search engines like a phone book, it is important that a customer can go to a website and find how to contact your company at a glance. EB&L recommends having SOS put Molitaris contact information on the front page of the website as soon as possible so that it s one of the first things people see.

4 Marketing Objective #2 In what ways can we better advertise to Molitaris existing customer base so Molitaris can increase their number of Maintenance Agreements? Newsletters to Existing Customers If you are not contacting your existing customer base you shouldn t be doing anything else! Existing customers prove time and time again that they provide the best return on your marketing investment. In the past Molitaris has only sent Newsletters out to their 150 maintenance plan members. In 2011 Molitaris purchased a database of 3400 people to expand upon their newsletter mailing. EB&L feels that it would be more effective to reach out to these new customers with a simpler message which could be achieved through a postcard mailing. A better place for Molitaris to pull additional names for their newsletter mailing would be from their existing customer base of non-maintenance contract customers. A bi-annual newsletter sent to existing customers with a separate postcard campaign for new customers is likely to help boost Molitaris lead volume. Newsletter Schedule: Mail 1000 in March/April Mail 1000 in Sept/Oct

5 Marketing Objective #3 In what ways can we encourage consumers looking for HVAC related services in the town of Bridgeville and the surrounding South Hills area to call Molitaris for service and estimates? Custom Postcards to New Customers 3 designs 3 drops (June, July, August) 3,400 mailed in each drop Postcards will be designed to match your marketing message and website Price includes design, printing, postage and mailing

6 Marketing Objective #3 (cont d) In what ways can we encourage consumers looking for HVAC related services in the town of Bridgeville and the surrounding South Hills area to call Molitaris for service and estimates? Angie s List In our meeting, we discussed the importance of online reviews and how they affect your website s SEO (Search Engine Optimization i.e. ranking on Google). In addition, consumers are turning more and more to online review sites to read and post opinions about the quality of various businesses before hiring a contractor. We know that in your target markets there are significant look-ups for HVAC related subjects on Angie s List. EB&L recommends paying for premium placement on this website starting in months of advertising on Angie s List

7 Track Your Advertising! EB&L will track your campaign s effectiveness by inserting a local phone number that allows us to electronically record the number of calls you get from the various media outlets. We will also install analytics on your website so we can make better marketing decisions moving forward in Say farewell to the question, How did you hear about us? We ll track it for you and provide convenient monthly reporting.

8 The Bottom Line Website Call Tracking (one year) $ Website Analytics Molitaris Cooling & Heating Marketing Schedule: January 2012: Update website Set-up website analytics Institute website call tracking March 2012: Newsletter mailing #1 to existing customers June, July, August: Postcard mailings to 3,400 new customers Included Welcome Home Newsletters to Existing Customers $2, Postcards to New Customers $5, Angie s List (9 months) $2, Postcard Call Tracking (one year) Included Newsletter Call Tracking (one year) Included Total $10, October 2012: Newsletter mailing #2 to existing customers May through November: Premium ad placement on Angie s List

9 Contact Us We are ready to get started on your 2012 Marketing. If you have any questions or some ideas you wish to discuss, give us a call or send us an anytime. Lisa Guiles: [email protected] TM: Rich Patsy (315) (412) Tim Brown: [email protected] (773) FTP site A private FTP site has been set up for your company. EB&L will place all of your marketing materials (logos, ads, etc.) on this site for your review, and future use. Just type the following web address into your internet browser and click on the files you need to download. Need help? Call us and we ll walk you through it! Approval I approve the costs and terms in this proposal and understand that any work done by EB&L above and beyond the budget of my Carrier Enterprise Northeast marketing program will be billed to me directly. Dealer Signature Date Company Name Please sign and fax back to