12 Month Marketing Strategy

July 2012 – June 2013

NPBA 12 Month Marketing Strategy, July 1, 2012- June 30, 2013 –Draft

North Peninsula Building Association12 Month Marketing Strategy, July 2012-June 2013

The NPBA 12 Month Marketing Strategy was developed after an initial focus group meeting was held on May 16, 2012. Results from that focus group indicate the NPBA needs to increase its exposure both internally and externally. A more proactive approach will result in more meaningful brand identification.

This document’s purpose is to put forth a written guideline of primary audiences, messages, and communication vehicles through which the NPBA can take advantage of strengths, overcome weaknesses, make the most of opportunities in order to help fulfill the mission and goals of the organization.

The focus group spent considerable time discussing both internal and external communication needs:

Internal communication efforts appear to be good, but could be improved. The focus group identified a need for more meaningful and focused meetings, a more personal touch, and a need for more focus on the benefits of membership.

External communication efforts appear to need the most work according to the focus group. The group suggested most consumers do not know what NPBA is, or even what the spelled out name of North Peninsula Building Association is. Many ideas were discussed, but the goal is to have NPBA mean something – using an NPBA member means the consumer can feel confident the work and contractor is of the highest quality.

NPBA Mission Statement:

The North Peninsula Building Association represents builders and associates of the building industry. We advocate constant improvement of building and business practices to provide quality construction in our community.

The main objectives of the marketing effort are to increase the recognition of NPBA branding.

The following plan assumes a budget of $6000 for marketing activities during the 12 month period. This does not include any monies already dedicated to the Expo, or current marketing efforts. This is an additional commitment.

NPBA 12 Month Marketing Strategy, July 1, 2012- June 30, 2013 –Draft

Although most media are available to the NPBA, the preferred choices are outlined in this plan. Other forms of communication will be considered on a case-by-case basis. NPBA will initiate most communications, but in some instances the stories may come from outside sources. We will work with those sources to ensure that appropriate information is disseminated.

PREFERRED COMMUNICATION TOOLS

Social Media $500

Facebook

- Devote $500 to advertising to build the “like’s” between July and Octobero $100 July, $100 August, $200 September,$100 October

- Weekly Member Highlight – ideally the member will have a Facebook page you can push the NPBA “likes” to

- Daily “likes” of member posts, share news releases as appropriate from NAHB and others.

- Add an icon to the web site and every newsletter

Newsletter $600

Continue the NPBA newsletter, but it should be geared more toward the public instead of internally.

- Feature 2-3 members each month- Encourage a “shop local” approach

o Discuss cooperative efforts with the Chambers of Commerce- Develop a 12 month editorial calendar

o Member benefitso Why you should use an NPBA member

- Encourage the public to visit and Like the NPBA Facebook page, while promoting NPBA members.

o Monthly Facebook Sweepstakes – “Like” the NPBA Facebook page for a chance to win a $50 NPBA gift certificate, valid to be used with any NPBA member.

o This not only will increase Likes on the Facebook page and encourage the public to use NPBA members, but it is a direct benefit to the NPBA membership. NPBA will be driving business to the members.

- Discuss with local publishers advertising revenue sharing opportunities.

NPBA 12 Month Marketing Strategy, July 1, 2012- June 30, 2013 –Draft

Membership Meetings $500

The focus group suggested monthly membership meetings have lost their focus and can become lengthy. The group also wanted to see more public attendance.

- Meetings should be held in the early evening. - Feature a business – almost like a “business after hours” approach.- Expand the October Product Demonstration Meeting to include more vendors and

place more emphasis on marketing to the public to encourage attendance. Members of the public who attend the meeting will be eligible for a $100 NBPA Gift Certificate to be used with any NPBA member.

NPBA Membership Directory Distribution

Whether in a physical or digital form, the focus group identified a strong need to have the Membership Directory more widely distributed.

- Regularly post a link on Facebook.- It should be more prominent on the NPBA web site home page.- Distribute physical copies to realtors, Chambers of Commerce, relocation packets,

local governments, member locations, etc….- “Button” size advertisement on the Sequim Gazette Web Site: $75 x 12 = $900- “Medium Rectangle” size advertisement on the PDN web site: $100 x 12 = $1200- NOTE: The web site ads can be changed on a regular basis, or left the same.

The visitor to the site clicks on the ad and will land on any page desired (could go to the directory, the NPBA home page, or even the Facebook Page).

Group Ad Buys $2300

The remainder of the initial funds should be set aside to help develop a “group advertising” program with local newspapers and/or radio stations. This dollar amount will not go a long ways alone, but can help supplement a group ad buy.

This could also be a revenue generating opportunity. The NPBA should attempt to negotiate discounted ad rates, then a portion of that discount with members. (e.g. NPBA negotiates a 5% discount. It then shares 4% with its members. That leaves 1% in revenue generated for future marketing efforts).

Look at other unique opportunities, such as an NPBA section where members can advertise (somewhat like one might see in the “service directory” squares).

NPBA 12 Month Marketing Strategy, July 1, 2012- June 30, 2013 –Draft

Speakers Bureau

NPBA will develop a proactive Speaker’s Bureau that will continue to work toward securing more public speaking engagements.

NPBA needs to create a sense of availability to community groups for program presentations.

A complete list of all service organizations, business organizations (such as Chambers of Commerce), professional organizations, schools, and other appropriate groups will be developed. NPBA will distribute a quarterly flier/letter to these groups identifying specific and timely presentations they could consider scheduling.

News Releases

Seek out opportunities to issue press releases about NPBA, members, political issues, and more.

Op-Ed Stories are an excellent way of providing local newspapers with news stories written by NPBA experts. Though the NPBA should not inundate the newspapers with Op-Ed pieces, opportunities do exist.

Letters to the Editor are very effective if not overused. Issues and topic should be selected carefully – though if non-controversial there is little risk. Perhaps NPBA could find customers to write letters on behalf of the NPBA when appropriate.

Radio Interviews are effective and in demand. Discuss such opportunities with KONP’s Todd Ortloff.

NPBA 12 Month Marketing Strategy, July 1, 2012- June 30, 2013 –Draft

Member Communications

Based on focus group feedback, Members want to hear about the following information:- Events- Classes- New Members- Benefits of Membership- Summary of events and what was accomplished

Membership meetings should have a clear focus to them. It was suggested that in addition to networking opportunities, these could be educational opportunities.

- Offer social media workshops- Marketing workshops- Other relevant industry topics as selected by a program committee

Personal Touch- Thanks members for their membership in NPBA by sending a handwritten note

on their membership anniversary.

Communication delivery

Email: -Weekly Building Bulletin -Newsletter -Announcements on an as needed basis

Regular Mail:

A concern was raised that many members may not be getting information due to the email only nature of NPBA’s communication strategy. NPBA should poll member to determine communication preferences for monthly newsletter and begin mailing to those members who indicate a hard copy preference. Costs can be mitigated by obtaining sponsorships and selling inserts for inclusion.

Special Thanks

Thank you to the NPBA Members who participated in the focus group:

Mike Howe, Clallam PUD-Facilitator

Cindy Kelly-Dry Creek Water Association, Kathi Larsen-First Federal,Annie O’Rourke-Drafting Solutions, Donna Pacheco-Lumber Traders, Inc.,

Niahm Prosser-Clawson Construction

NPBA 12 Month Marketing Strategy, July 1, 2012- June 30, 2013 –Draft