existing buildings digital marketing strategy

existing buildings digital marketing strategy

business description & brand brief

business description company overview Norman Disney & Young (NDY) is an Engineering Consultancy committed to excellence in sustainability and energy efficiency for the built environment. With offices across Australia, New Zealand & the UK our reach is as broad as our service offerings. A new strategic focus for NDY is Existing Buildings; facilities already in operation. Upgrade work and optimization can return increased capital value, reduced operational costs and better tenancy rates to facilities.

brand brief minimum viable personality How can NDY change my customer s life? Providing innovation that delivers best solutions, not just the required outcomes. What does NDY stand for? Efficiency Overstepping the boundaries of function and finding optimal operation. What does NDY hate? Waste Wasted energy, wasted resources and wasted opportunity to improve upon solutions.

brand brief values Efficiency Everything can be improved upon Collaboration We take pride in our role Excellence Delivering quality

brand brief mission At NDY we believe in more efficient built environments. Through efficiency we are able to provide skylines that take less and return more to the community, tenants and stakeholders. NDY collaborates in the built environment to deliver projects that don t just meet requirements but set new standards. We do this through technical excellence in engineering and a thorough pursuit of best possible solutions.

brand brief existing buildings Existing Buildings can be broken down in to 3 segments: Major Upgrades Buildings existing in their current state for 15+ years that have energy ratings below 3 stars Minor upgrades Buildings existing in their current state for 7+ years for which minor upgrades could deliver significant benefits Facility Optimisation Buildings that have been in operation for over 2 years

brand brief existing buildings This Digital Marketing Strategy will focus on: Facility Optimisation Facility Optimisation can provide inside leads and feed Major and Minor Upgrade work.

lean canvas facility optimisation Problems Solutions Value Proposition Unfair Advantage Customers Tenant Retention Tenant complaints Putting out spot fires. Operational costs Upgrade costs Upkeep reduces upgrade/ maintenance frequency Optimisation treats facility big picture freeing FMs up to focus on day-to-day Optimisation savings can extend BMS life and provide savings towards eventual upgrade For Facility Managers who manage a high functioning facility, NDY has BMS experts that can tune your facility to reduce operational costs. Unlike BMS providers NDY s expert are independent, providing unbiased advice. One of Australia s biggest users of NABERS and Green Star rating tools, NDY a leader in work with Energy Efficient buildings. Facility Owners Property Managers Facility Managers Key Metric Channels Operational savings EDM Alternatives BMS providers Commission based add-ons High level proposition Mercedes service centre for Facilities. Social Media: Linkedin, Twitter Native/Affiliate Retargeting Web Advertising Cost Structures Fee based For consideration: Subscription based services Portfolio packaging Revenue Streams: Consultancy Work Internal consulting Possible: Major & Minor Upgrade work leads (commission)

customer personas facility owner Jeff Brooks is part of a consortium that owns several commercial buildings in Melbourne. These properties are viewed solely as investments and as a group they will not spend money on any of the buildings they don t have to unless it makes business sense. Jeff and the consortium rely on their property manager to provide them with recommendations for expenditures, but mostly they will only make them when they see a strong business case that could make them money or save them money in the long term. Key motivator: Money Influences: Peers, Publications (Financial Review), Advisors (Property Manager). Pains: Financial loss, costly decision making, economic activity Gains: Trusted advice, high tenancy rates, increased capital value

customer personas property manager Mike Jenkins is a Property Manager who has an extensive portfolio, each being looked after by a Facility Manager. Each of these Facility Managers reports to him and any cases where significant expenditure is required he must present this to the facility owners. Mike is managing many facilities, his time is stretched thinly and answers to many people. Mike values trust, as anyone he employs that can deliver to him with minimal management is of great value. Key motivator: Time & Trust Influencers: Facility Owners, Facility Managers, Peers. Pains: Complications, people who need constant management, time poor. Gains: Solutions he does not need to oversee, highly capable employees, keeping costs/expenditure down.

customer personas facility manager Barry Pinter is a Facility Manager for a 10 year old, 20 story building in Melbourne s CBD. His day starts as early as 5.30am to ensure there are no complications, he is constantly on call and it is not uncommon for him to have to be out on site during late hours to attend to issues. His responsibilities are many and on any given day a number of service technicians can be on site running inspections and audits. Key Motivator: Resolving issues Influencers: Property Manager, Tenants, Publications (FM mag) Pains: Tenant complaints, time poor, sticking to schedule. Gains: Time saving, preventative and predictive solutions, assistance (someone on their side, not another they need to keep tabs on).

marketing strategy KPIs

marketing strategy customer journey Awareness Consideration Purchase Retention Advocacy Online advertising Email Linkedin Groups Social Media SEO predominantly paid & earned media Linkedin Advertising Affiliate Marketing EDMs Information Sessions Articles Retargeting predominantly earned & owned media Website enquiries Direct contact ROI reporting Case Studies White Papers Exclusive Events Videos predominantly owned media Social Media Newsletter Blog Case Study (own projects) Event +1

marketing strategy objectives Primary Objective Obtain one building optimisation project from each of the top 5 major Property Management Firms portfolios in 2 years (Lend Lease, Knight Frank, JLL etc.) Secondary Objective Build awareness of the NDY brand as an independent advisor in the Existing Building space. Book out 5 information sessions (10-20 attendees each) Obtain email signups of 100 Facility Managers and 20 Property Managers Create Linkedin Group with 500 followers within 1 year

marketing strategy strategic initiatives Primary Objective: Obtain project from top 5 Initiative 1: PM Information Session Tactic 1.1 Email Marketing Tactic 1.2 Social Media Initiative 2: Free ROI reporting Tactic 2.1 Email Marketing Tactic 2.2 Retargeting

marketing strategy strategic initiatives Secondary Objective: Brand Awareness Initiative 3: FM Breakfast seminars Tactic 3.1 Email Marketing Tactic 3.2 Social Media Initiative 4: Owned/Earned Content Tactic 4.1 Native Marketing Tactic 4.2 Blog engagement

marketing strategy tactic 1.1 customer journey Awareness Consideration Purchase Retention Advocacy EDM Infographic/Article on topic of Facility Optimisation Metrics: Open/Click rate, time on page, contact KPIs: Contact/registration Exclusive Email Invite Metrics: Open/Click rate KPIs: Enquiries/registration Information Session Metrics: Attendance KPIs: Leads Direct contact from leads. Metrics: Number of facilities KPIs: Fees Newsletter Metrics: Opens/clicks KPIs: Enquiries From reporting create a case study of project Metrics: Views, time on page, SM metrics KPIs: Shares/backlinks

marketing strategy tactic 1.1 Awareness EDM Infographic/Article on topic of Facility Optimisation Metrics: Open/Click rate, time on page, contact KPIs: Contact/registration Confirmation email A/B Testing KPIs 35% open rate 10% click rate Testing KPIs 2min time on page 5% click through Testing KPIs 3% conversion rate

BMS MAINTENANCE Do you know what your service technician is doing each visit? Direct your technician to focus on maintenance that saves money. OPTIMISATION Is your BMS evolving and improving each year? By auditing and optimising your control system you can turn five years energy savings into cash towards a new system or future projects. OPEN SYSTEMS Is any system truly marketing open? strategy tactic 1.1 NEW TECHNOLOGY In some cases new technology doesn t actually do anything your existing system can t already do itself, knowing your BMS s own capabilities can save you time and money on unnecessary technologies. Consideration SAVE YOUR MONEY: DON T FREE UPGRADE FACILITY Sometimes the expense of OPTIMISATION an upgrade does not translate to energy savings. INFORMATION Audit your system to determine whether SESSION upgrades are necessary or if tuning and optimisation can convert to more energy saved and less money spent. ONLY 4 AVAILABLE Talk to NDY s BMS expert Bryce Anderson for independent and unbiased advice about optimising your building management system. T 03 9862 6849 M 0450 021 674 E b.anderson@ndy.com www.ndy.com 3 left CONGRATULATIONS YOUR FREE INFORMATION SESSION IS BOOKED NDY will be in touch with you shortly to confirm your booking 20/04/2015 ADD TO CALENDER INVITE COLLEGUES Exclusive Email Invite Metrics: Open/Click rate KPIs: Enquiries/registration BOOK NOW NDY Group 2015 Information Session Metrics: Attendance KPIs: Leads A/B Testing KPIs 45% open rate 20% click rate Testing KPIs 45% open rate 20% conversion A/B Testing KPIs 100% open rate 25% click rate

marketing strategy tactic 1.1 Retention FACILITY OPTIMISATION NEWSLETTER Newsletter Metrics: Opens/clicks KPIs: Enquiries A/B Testing KPIs 20% open rate 5% click rate

marketing strategy tactic 1.1 Advocacy From reporting create a case study of project Metrics: Views, time on page, SM metrics KPIs: Shares/backlinks IN THE SPOTLIGHT CASE STUDY Case studies to tell a story of corporate responsibility and forward thinking by the client and project management/ facility management. Shareable content. A/B Testing KPIs 40% open rate 20% click rate

marketing strategy content marketing plan Monday Tuesday Wednesday Thursday Friday Saturday Sunday FM Hint/tips Infographic PM Case Study FM Insights PM Optimisation Insight FM Fortnightly Newsletter PM Monthly Newsletter Shared Content Shared Content Shared Content Shared Content Start Group Discussion Topic Converse *All Facility Manager related workday posts to be posted at 5am, before their day starts.

marketing strategy key marketing findings Keywords Energy Efficiency $6.20 ($2.58 Melb) Building Management System $5.85 Building Efficiency $4.95 Most of these keyword searches have an average of 10-200 searches per month. A limitted budget would be set for testing. Native Advertising FM Magazine Affiliate Marketing Facility Management Blog http://www.facilitymanagementblog.com.au/ Facility Executive http://facilityexecutive.com/facilityblog/ Facility Dude http://facilitydude.com/blog/ Linkedin Groups

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