2011 Marketing PlanPresented to Tim & Jenny Childers

2011 Business Goals

• Childers HVAC Systems would like to build a solid identity and branding based around the theme of “the one year test drive!”

• Childers HVAC Systems would like to increase their service work by reaching out to their existing customers.

• Childers HVAC Systems would like to see growth in phone calls coming from Springboro.

• Childers HVAC Systems would like to improve their online presence in the town of Springboro.

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. What message do you put out in frequency to your

customers to help separate you from your competition?

Childers HVAC Systems: Home of the one year test drive!

If a customer is not happy, Childers will buy back any furnace or air conditioner within a year of its purchase. This powerful statement is promoted face-to-face with homeowners, but has been

lost in their advertising.

For 2011, EB&L suggests hanging a light on this statement. Make the one year test drive synonymous with the name Childers. We suggest pairing this statement with a racing theme to

give your company a distinct look and feel and to separate you from the competition.

Furthermore, we can support this theme with your mission statement. A mission statement that is built on the philosophy that your race car – like your HVAC Equipment (Bryant) – has to be the best. In addition, the equipment is nothing without the team. A race car needs its pit crew and

Bryant equipment needs experienced service techs to keep it running efficiently.

Concept for Childers Mission Statement(Note: This would also serve as a great “About Us” section on your website.)

So by now you may be wondering, “What’s with the racing theme?”  We are race fans. HUGE race fans. But to us, the passion we have for our favorite pastime also applies to our professional lives.  In home comfort – just like auto racing – you start with a quality machine. The best of the best! For us that is, and always has been, Bryant brand HVAC equipment. But even the best machines can’t run at peak efficiency forever.  After all, you need more then just a car and driver to win the race. You need expert technicians to help keep your car running in optimal condition. And just like a pit stop at the racetrack, regular maintenance and cleaning of your Bryant equipment by Childers expert technicians will keep your home comfort equipment running for years at peak energy efficiencies! As you can see, at Childers, the formula is simple:“The best equipment + the best crew = unparalleled performance.” And if you are not completely satisfied during your one year test drive of Bryant equipment, and we can’t fix it, Childers will buy back your equipment. Period.

Step 2Infuse your brand and message into your website.

Childers would like to build a solid identity and branding based based around “Home of the one

year test drive!”

The backbone of your marketing campaign is your company website.

Here we will create your “ad kit.” Meaning: the elements that make up your site will also be utilized in your other media, so that we maintain a consistent look and feel throughout your marketing. We will create a website from one of our template sites that weaves in your “test drive” and racing theme.

Your site will also include the following: • Bryant Product Information• Current Specials• Energy Tips• Contact Information• Online Appointment Setting

Suggested Website Template

Step 3Touch your existing customers

Childers would like to increase there service work by reaching out to their existing customers.

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 Childers into the house more often and provide opportunities for bigger ticket jobs.

You will elicit the best response from your existing customer base. This is your low hanging fruit and the people who know you best.

4,000 total cards, two designs (2,000 per drop)

April/May Card: Spring ServiceAugust/Sept Card: Fall Service

Step 4

Define your best potential customer and target area.

Database

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.

During your meeting we defined Springboro as your preferred areas to service. Since we areselling Bryant and make our best profit on high end jobs, it makes sense to look at the

median household income and home values and set our target just a bit higher, to separate Childers best potential customer from the rest.

    Household Home  Town Zip Code Income Value Home Age

Springboro 45066 70k+ 200k+ 15 years+  Total Results 2,705  

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

Childers would like to improve online presence in the town of Springboro.

URL Purchasing

With 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

topicsin your target market areas.

Get all these domains for $300* for three years. That’s about $30 per domain for three years.*Prices may vary.

Suggested URLs

Springboroheating.com

Springborocooling.com

Springboroheatingandcooling.com

Springboroohioheating.com

Springboroohiocooling.com

Springboroheatingandcooling.com

Springborofurnacerepair.com

Springborowaterheaters.com

Springboroohiofurnacerepair.com

Springboroohiowaterheaters.com

• 10,820 total postcards, 2 designs• 4 drops at 2,705 qty each• March/April, June, Sept, Nov• Postcards designed to match your marketing message • Custom Design, Printing, Postage, Mailing Service included

Step 5

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

Childers would like to see growth in phone calls coming from Springboro.

Custom Postcards to New Customers

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

Step 5

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

Childers would like to see growth in phone calls coming from Springboro.

Doorhangers

Last year Childers had great success with passing out flyers to areas that they thought were prime for AOR. This year in coordination with their direct mail, EB&L suggests doorhangers that are designed with the new company brand in mind.

Twice this year, canvas the Springboro neighborhoods where your target customers are with these marketing pieces to help increase the frequency of your direct mail

campaign – without having to pay for postage!

6,000 qty

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

Childers would like to see growth in phone calls coming from Springboro.

Billboard and Database Mapping

Using database mapping we will pick locations that are guaranteed to be seen by the same people that are

receiving your direct mail pieces. This will create frequency in Childers’ campaign. Locations are to be

determined once a plan has been agreed upon but the basic details can be reviewed below.

One board: Springboro7 months: May-November

Billboard LocationsBillboard Locations

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 7Follow your plan, track your advertising!

The Bottom Line

All pricing is before distributor co-op.

Website Development $1,250.00

Postcards New Customers $6,120.00

Postcards Existing Customers $2,610.00

Doorhangers $890.00

Database $245.00

Database Mapping $360.00

URL Purchase (3 Years) $300.00

Billboards $5,000.00

Billboard Design $1,000.00

Call Tracking Postcard (Existing) Inc

Call Tracking Website Inc

Call Tracking Postcards Inc

Call Tracking Postcard (New) Inc

Total $17,775.00