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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


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


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


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


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


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



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



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)


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


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


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


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


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

IMC Advertising Objectives

Strategy

Recommendations

Detailed Plans


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.


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


IMC Advertising

Advertising recommendations include:

Builder/Developer/Association Market

Perspectives (OAA) 4x year

Builder Magazine (BILD) 4x year


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


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


IMC Advertising

Advertising Plan

Tactic: Daily Commercial News

Audience: Contractors and Consultants

Messaging: reTHINK Pavements

Budget: $5,800 = combination of print and

digital advertising


IMC Advertising

Advertising Plan

Tactic: Perspectives OAA

Audience: Architects

Messaging: Concrete as preferred building

material, low to mid rise buildings



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


IMC Direct Marketing Objectives

Strategy

Recommendations

Detailed Plans


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



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



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




Tactic: EM’s before and after conferences and

tradeshows the Association participates in

Audience: Various

Messaging: Various

Timing: Various




Tactic: SLR EM

Audience: Municipal public works officials,

Councillors and CAO’s (~ 4,300 contacts)

Messaging: SLR by-law amendment

Timing: Feb – Jun




Tactic: Camp Ooch EM

Audience: Members

Messaging: Camp Day Challenge updates

Timing: May – Aug (weekly)




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


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.



Interactive/Internet recommendations

include:

concreteontario.org – Managed service

agreement

Social media content/curation

Webinars

reTHINK pavements website redesign



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




Priority Items

1. Documents Clean-up

2. Blog/Newsletter Configuration

3. Events Set-up



Interactive/Internet Marketing Plan Tactic: Social Media

Twitter

LinkedIn

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




Tactic: Webinar meetings

Audience: Members

Content: Industry topics and issues

Budget: $1,000/year GoToMeeting

subscription




Tactic: reTHINKpavements.ca redesign

Audience: Members, municipal stakeholders,

AEC community

Messaging: Concrete pavements

Budget: $10,000

IMC Publicity/PR Objectives

Strategy

Recommendations

Detailed Plans


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.


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)


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


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



The bulk of the associations promotional and

event strategy focuses on:

Tradeshows/Conferences

Meetings

Collateral/Promotion assets



Tradeshow recommendations include:

MEA November 2016

ROMA January 2017

OGRA February 2017

OAA May 2017

Separate Budget Conferences OGCA

WOC pavilion

OCA



Tradeshow Plan

Tactic: Municipal Engineers Association

(MEA)

Audience: Municipal transportation and public

works stakeholders

Messaging: Infrastructure, Pavements

Budget: $2,000 booth + promotion



Tradeshow Plan

Tactic: Rural Ontario Municipal Association

(ROMA)


works stakeholders


Budget: $2,000 booth + promotion



Tradeshow Plan

Tactic: Ontario Good Roads Association

(OGRA)


works stakeholders


Budget: $3,000 sponsorship, $500 booth +

promotion



Tradeshow Plan

Tactic: Ontario Association of Architects (OAA)

Audience: Architects

Messaging: Low-Mid Rise Buildings

Budget: $6,500 sponsorship + booth +

promotion



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



Promotion Assets

Tactic: Tradeshow booth design

Messaging: Concrete Ontario name change

Budget: $750



Collateral Assets for Conferences

Tactic: Various collateral updates

Messaging: Concrete benefits

Budget: ~$9,250

IMC Targeted Campaigns Objectives

Strategy

Marketing Tactics

Engineering Tactics


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.



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)



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


IMC R&D

SLR Tracking

Tactic: Tracking SLR permits and infractions

via AB Consulting Group

Audience: Annual members report

Budget: $10,000


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

Print

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


(DCN) - Reed

Construction Data

Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily

Digital


(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

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