Download - 2011 Marketing Plan Presented to the Miller clan.

2011 Marketing PlanPresented to the Miller clan

2011 Marketing Objectives

1. How might we get consumers in Ithaca and Binghamton to click on Sure Temp’s Google Places listing when typing in keywords like Heating, Cooling and Furnace Repair? 2. How might Sure Temp build a commercial identity that promotes all of its capabilities to a potential commercial customer? 3. In what ways can we grow Sure Temp’s brand awareness in the towns of Binghamton and Ithaca?

7 Steps to Marketing Success

Step 1Define your brand and marketing message.

Step 2Infuse your brand and message into your website.

Step 3Touch your existing customers.

Step 4Define your best potential customer and target area.

Step 5Reach out to your best potential customer through targeted marketing

(online, direct mail).

Step 6If there is room in the budget, consider top of mind advertising

(radio, TV, newspaper).

Step 7Follow your plan, track your advertising!

Step 1Define your brand and marketing message.

Marketing Objective #3In what ways can we grow Sure Temp’s brand awareness in the towns of Binghamton and Ithaca?

The Sure Temp Comfort Cops are on the case!

We built a great campaign around HVAC myths with the Comfort Cops. The campaign tracked really well on our web statistics. This year

EB&L would like to expand this idea. Create new commercials and bring the Comfort Cops across new mediums to expand the frequency of the campaign and further brand Sure Temp and the Comfort Cops concept

with the public.

Step 2Infuse your brand and message into your website.

Marketing Objective #1 How might we get consumers in Ithaca and Binghamton to click on Sure Temp’s Google Places

listing when typing in keywords like Heating, Cooling and Furnace Repair?

Suretemp.com was already given an overhaul last year. It’s working well but does need a few tweaks to help us achieve our marketing objectives in 2011.

In our meeting we talked about the importance of online reviews. We would like to cut the “Eco Alternatives” ad in half and create a new page that is a portal to areas where people can go to read and write reviews on Sure Temp. This item will give you a higher search engine star rating and increase your likelihood of getting clicked on when a consumer looks up HVAC related keywords!

Your 2011 web update:• One Year of Call Tracking• Mobile Site• Testimonials Gallery• Online review link page

Step 3Touch your existing customers

Marketing Objective #3In what ways can we grow Sure Temp’s brand awareness in the towns of Binghamton and

Ithaca?

Postcards to Existing Customers

You wouldn’t let your car run for 5,000 miles without an oil change, so why would you do the same to your furnace or air

conditioner? We need to educate consumers about the benefits of regular maintenance. This will get Sure Temp into the house more

often and provide opportunities for bigger ticket jobs.

Also, we need to promote online reviews, give a free $20 Sure Temp gift card or similar incentive in exchange for their support on

third party review sites like Google, Citysearch or BBB.com.Two designs,

10,000 total cards, 5,000 per drop

April/May Card: Spring Service/ReviewsAugust/Sept: Card: Fall Service/Reviews

Step 4

Define your best potential customer and target area.


Database Purchase

Instead of going too broad with your advertising choices, it’s always better to narrow yourfocus and concentrate on consumers who are prime for AOR business and easiest for

your company to service geographically.

We’ve started to get traction with our top of mind radio campaign. Now it’s time to focus on our best potential customer in Binghamton, and expand into Ithaca and its surrounding cities as well.

Household Household County Income Value Home Age Total

Broome County 60k+ 150k+ 15 Years or more 5329Tompkins County 60k+ 150k+ 15 Years or more 3945

Total 9274

• 46,370 total postcards, 2 designs• 5 drops at 9,274 qty each• March/April, May, July, Aug/Sept, Oct/Nov• Postcards designed to match your marketing message • Custom Design, Printing, Postage, Mailing Service included

Step 5Reach out to your best potential customer through targeted marketing (online, direct mail)


Custom Postcards to New Customers

Note: All Postcards to existing and new customers will be designed to match yourad kit, created with your website.

Household Household County Income Value Home Age Total

Broom County 60k+ 150k+ 15 Years or more 5329Tompkins County 60k+ 150k+ 15 Years or more 3945

Total 9274

Step 5Reach out to your best potential customer through targeted marketing (online, direct mail).

Marketing Objective #1 How might we get consumers in Ithaca and Binghamton to click on Sure Temp’s Google Places listing

when typing in keywords like Heating, Cooling and Furnace Repair?

URL PurchasingWith Google constantly changing so do the best methods for natural search engine optimization.To help with this we talked about a simple approach of purchasing URLs with similar keywords to

search related topics in your target market areas.

Get all these domains for $210* for three years. That’s about $30 per domain for three years.*Prices may vary.

URL'sIthacaheating.comIthacacooling.com

Ithacaheatingandcooling.comIthacafurnacerepair.comBinghamtoncooling.com

Binghamtonfurnacerepair.comIthacaairconditioning.com

Step 6Reach out to your best potential customer through top of mind advertising.


Radio: The Hawk, The Whale and WLS Ithaca

We had good results from last years radio campaign. In 2011 we will expand on it by running the same

kind of program but adding another station in Ithaca. When EB&L compared demos…WLS talk radio

had the closest match to your target demo in Ithaca

On all three stations we will run 60 second spots with the Dragnet Comfort Cops theme pointing consumers to the station website, and then to a web ad that leads

them to suretemp.com for a green bag giveaway.

60 second Spot 60 second Spot

Spots 15 sec Promos

Station Weeks M-F, 6a-7p M-F, 6a-7p Web Ad Cost

The Whale 26 252 168 Yes $15,818.00

The Hawk 26 252 168 Yes $15,818.00

WHCU 870 AM 30 300 0 Yes $7,000.00

Total $38,636.00

Radio Overview

As a bonus for our continued business. The Hawk and the Whale are

throwing in 785 *additional :15 sec

commercials for our entire run!

As a bonus for our continued business. The Hawk and the Whale are

throwing in 785 *additional :15 sec

commercials for our entire run!

*These spots are considered extra and are being given as an added value over and above the schedule outlined on this slide. They will air Mon-Sun6a-12m.

Marketing Objective #2How might Sure Temp build a commercial identity that promotes all of its capabilities to a

potential commercial customer?

Commercial Website and Print Piece

Suretempcommercial.com Or Suretempindustries.com

A commercial tab could be added to the existing website, but EB&L suggests buildinga new site that promotes Sure Temp’s capabilities as a commercial dealer. Sure Temp

is unique in that it can service a range of commercial clients compared to the limited abilities of

some if its competitors. We will highlight these abilities by showcasing specific case studies that

represent the breadth and scope of Sure Temp’s various customers. everything from the simple rooftop units to mall

chains all the way up to large industrial installs.

We will then use these online case studies to create a useful printed marketing piece.

This piece may be mailed out or left with potential customers by your commercial sales force.

6 Panel Pamphlet2,000 qty

Sample Website Layout

Track Your Advertising!

Advertising is always a bit of a gamble but we will increase your odds by analyzing your return on investment.

We will track your campaign by inserting a local phone number that allows us to electronically record the amount of calls you get from your various media outlets.

Say farewell to the question, “How did you hear about us?” We’ll track it for you and provide convenient monthly reporting.

Step 7

Follow your plan, track your advertising!

The Bottom Line

Website Updates $600.00Mobile Website $700.00Postcards New Customers $18,210.00Postcards Existing Customers $4,610.00Database $640.00URL Purchasing $210.00Radio Binghamton $31,636.00Radio Ithaca $7,000.00Commercial Website $2,500.00Commercial Brochure $4,000.00Call Tracking Postcards Existing IncCall Tracking Website IncCall Tracking Postcard New Inc2011 Website Hosting 250.002011 Commercial Website Hosting 250.00Total $70,606.00