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Public Relations Campaign A Proposal To:

AVDomotics(928) 282-9687

1650 Arizona 89A Sedona, AZ 86336

Presented By:Kristin Girard

Caryn Massey

Audrey Nissen

Cait Pustelak

Yequn Zheng

Team Bill Gates

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Founded in 1984, AVDomotics has its main office in Sedona, Arizona. Providing service to Northern Arizona, AVDomotics specializes in design, integration and implementation of smart home, residential and commercial automation technologies. The company offers integrated home audio and video, lighting control, waterworks, fireplaces, security, remote access surveillance, networking, energy resource monitoring and other automation services.

Flagstaff natives Andy and Charlie White have owned the company since 2006. Charlie White has a bachelor’s degree in sound system design and acoustics. Andy has a bachelor’s degree in physics and a master’s degree in mechanical engineering. By providing quality, support, and customization to all clients, AVDomotics has received outstanding reviews and awards.

AVDomotics partners with Crestron, the world’s leading provider of home automation hardware and software. All Crestron products are designed, built, and guaranteed to work together flawlessly as a complete system that has the flexibility to upgrade and the compatibility to last a lifetime. Systems can be controlled with wall-mounted buttons, wall-mounted touch-panel LCD screens, remotes or hand-held, remote touch panels. Crestron’s systems allow AVDomotics to offer fully integrated automation systems including solar panel technology, energy monitoring, and self-sustained systems that allow homeowners to live completely off the grid. AVDomotics can also integrate HVAC and lighting, security, water systems, load shedding, intercom systems, and remote monitoring, based on client specifications.

AVDomotics prides itself on the personal relationships with its clients, offering them not just home automation systems, but fully personalized, customizable homes. AVDomotics offers a wide range of residential and commercial home automation products and services. Our primary focus for this project is the communication efforts with homebuilders and homeowners of luxury homes with greater than 5,000 square feet at the beginning stages of planning and building.AVDomotics is a family-owned company with advanced technology and award-winning service.

As a small business, AVDomotics lacks the resources to implement a large marketing and advertising plan, the sales staff to actively find hot leads, and the communication tools to reach their target audience. Home automation is trending, as is the focus on living green, giving AVDomotics an opportunity to expand in a growing economy. Larger businesses from Phoenix and those offering inferior products at lower prices, as well as the lack of awareness for and confusion over home automation, threaten to interfere with that growth.

Andy and Charlie do not lack knowledge, expertise or experience, but a more focused and effective communication plan is required. Andy’s passion is evident and contagious when homebuilders, architects and homeowners work alongside him. Putting home automation in the minds of builders and AVDomotics first in the minds of consumers have been the biggest obstacles to growing a referral base allowing AVDomotics to excel.

Executive Summary

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Strengths•Customization

AVDomotics focuses on the client’s needs, wants and personality. It offers personally developed applications for each client, and hands-on training of the applications. AVDomotics offers a range of services and customizes each home.

•Family-owned & OperatedHomebuyers and builders work directly with the principle players at AVDomotics for each step of the process leading to a supportive and trusting relationship built on understanding client needs.

•Advanced TechnologyAVDomotics uses only the highest rated products from external sources like Crestron, consistently staying ahead of the technology curve while offering success and reliability for years to come.

•Green FocusAVDomotics is the only home automation company in Northern Arizona that integrates green energy, solar structures, and energy monitoring into its full automation systems

•Award-winningAVDomotics has an established reputation in the industry, has well-known commercial and residential clients, is the recipient of innovative awards, and has a proven record of success.

•SecurityAVDomotics secures homes with an in-house security company, giving homeowners the peace of mind that only comes with the personalized attention that AVDomotics offers.

SWOT Analysis

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DomoticsAVWeaknesses

•Capital ResourcesLike many small businesses, AVDomotics struggles with managing communication efforts because they lack the budget to hire a full-time marketing employee or an outside firm. AVDomotics does not have a sales team to focus solely on lead generation.

•CommunicationCurrent communication tactics are complicated. AVDomotics needs a new approach to opening a dialogue with prospective clients.

•Social MediaAVDomotics infrequently uses social media to grow word-of-mouth advertising, increase brand engagement, and participate in discussions with prospective customers.

•WebsiteThe website contains complicated technological information and does not effectively engage clients.

Opportunities•Low Interest Rates

The economy is improving and low interest rates are allowing more people to build their dream homes.•Networking

Small businesses networks aimed at building a referral base and increasing the awareness and reputation of small businesses are growing in number and popularity.

•Green FocusThere is a strong “green” focus in Northern Arizona. Clientele are drawn to like-minded business that can offer luxury while saving them money.

•TrendingHome automation is becoming more popular as people begin to want the simplicity and luxury that it provides. Busy schedules and competing responsibilities make life hectic. AVDomotics simplifies the operation of the home, giving homeowners more freedom and time for other responsibilities. In addition, clients are drawn to the aesthetic appeal that AVDomotics offers, eliminating unsightly wires and components.

•Unique PositioningFew companies offer full service automation, green technology, personalized services, and the educational background that AVDomotics offers.

Threats

•CompetitionLarger companies, especially in the Phoenix area, offer lower prices that can be appealing to clients. Those companies also offer perks to the homebuilder, such as free automation systems, that AVDomotics cannot afford.

•Speed of TechnologyTechnology is changing so quickly that AVDomotics must constantly update to be relevant.

•CostDespite the value to homebuyers and homebuilders, the upfront cost may deter some people.

•ClarityClients are unaware of the capabilities of home automation, unfamiliar with the technology, and frightened by the perceived complexity, which may push homeowners away from home automation

Homebuilders are unaware of the benefits of partnering with AVDomotics, making them more likely to partner with another company.

Homebuilders and homeowners are unaware of the value automation adds to a property.

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Big Ideas•Understanding Home Automation

Participants of the focus group had a basic understanding of some functions of home automation, but did not know all the features available. One indicated he did not understand the need for security.

•Knowledge & ReputationOne participant indicated that she trusts others who are knowledgeable, and education in a field was important. Two indicated they look to on-line reviews before partnering with any company.

•WebsiteAll participants agreed that the website is the first line of communication with prospective clients and stated it must be user-friendly and simple, but must also grab a client’s attention.

•PersonalizationParticipants indicated that they are more likely to use and recommend companies with which they have a trusting relationship that consistently meets their needs.

•Value & ResaleNone of the participants was aware of the value of home automation. One suggested focusing on the younger generations who understand that homes without automation will become obsolete in 20 years.

•Bells & WhistlesParticipants wanted to see the gadgets and fancy tricks they get with home automation, with less focus on the technology. Participants were more intrigued after seeing the Crestron iPad demo.

Concerns•Hackers

One participant was skeptical of the idea of an Internet-based program that might allow hackers to gain control of important homeowner information.

•Limiting ControlsFocus group participants expressed concern over having controls for every function available to everyone, questioning if the volume were turned down on a television, or heating were adjusted throughout the house, any household member could counter that control with another.

•Energy AbuseParticipants were skeptical about the use of energy in running the system, particularly the additional energy used for motorized window shades or preheating a spa. One suggested a more convincing approach to selling the green focus.

•Tech OverloadParticipants mentioned reserving the whole home systems for the younger generations. They agreed that understanding how the process works was not as important as seeing what it does, and more emphasis should be on the automatic updates and reliability, alleviating some of the concern about technology for older generations.

•CostParticipants were concerned about the continuous speed of technology making items purchased now obsolete in a short time. They also mentioned that home automation is unnecessary, a luxury and “just a toy”.

Homeowners Focus Group Analysis

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Big Ideas●Understanding Home Automation

Participants agreed that they want to feel comfortable explaining home automation to clients in a simple way, but that AV specialists forget that the public will get lost in the technology.

●Pre-wiringOne participant suggested contracting with whole subdivisions to install the wiring for home automation, which would then be used as a unique selling point.

●PersonalizationParticipants suggested that creating customizable packages displaying a range of options would be helpful for builders to show homeowners what is available. Further, builders suggested better communication regarding the service and support from AVDomotics after the installation.

●Hands-on LearningParticipants suggest a prototype or model home where clients could interact with the technology and experience all of the features of home automation as well as the user interfaces. They indicated technology scares many clients and this type of hands-on training could be very valuable, especially for the older generations. This hands-on training should follow an in-home visit, which builders say is the best way to communicate with homeowners.

Concerns●Competition

Participants mentioned the available options not only for home automation but also for heating, lighting, and security separately. They agreed that emphasizing the integration that only AVDomotics offers is important. The two participants who have worked with Andy before agreed that once a client meets Andy in person the competition is less likely to be a threat.

●Limited AwarenessWhen asked to rate their familiarity and understanding of home automation, focus group participants scored a two out of five, one being the least familiar. This technology is unfamiliar to the people who can afford it. Within 10-20 years, the coming generations will be familiar with and looking for home automation. Automation is more prevalent in commercial properties, but has recently surged in the residential market, indicating a desire for the technology and a need for AVDomotics to build a solid reputation. Participants were unsure how AVDomotics would best accomplish this.

●Technology Because the trend towards home automation will not reach its peak for another 10-20 years, AVDomotics needs to show its reliability, consistency and ability to maintain the system in order for it to have resale value.

Homebuilders Focus Group Analysis

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Through our research of AVDomotics and home automation, as well as the SWOT analysis and focus groups, we have found three main areas of focus for communication. Clients need to understand enough about home automation to be comfortable, but not so much that it becomes overwhelming or confusing. Clients need to understand the capabilities of the Crestron technology and the customization that AVDomotics offers. Most importantly, clients need to meet and talk with Andy, which we consider the most vital piece in expanding the referral base, growing the company and increasing its value.

Homebuyers:To communicate to homebuyers that AVDomotics provides a fully customizable, reliable and simple home automation system that offers value and luxury with personal service and expertise.

Homebuilders:To provide homebuilders with a simple explanation of the home automation process that addresses concerns about technology and reliability. To introduce homebuilders to Andy, to experience the personalized attention that AVDomotics provides with a simple, fully customizable, integrated, reliable home automation system.

Communication Objective

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Simply SecureAs life-long members of the community, the security of our clients and their loved ones is one of our top priorities. With our top of the line security systems and innovative technology, the safety of homes and families has never been easier or more efficient. Security cameras can be monitored from anywhere in the world providing a strong Internet connection. Through smart touch technology, doors and windows can be locked and shut with a click of a button. Crestron home automation systems work seamlessly with Roll-A-Shield Shutters and high-tech cameras to provide instantaneous feedback to homeowners anywhere in the world. With AVDomotics, safety is just one click away.

Tools •Stable Wi-Fi connection and customized mobile applications allow real-time security and system updates at the touch of a button.•Smart doors lock with a “smart” code.•Centralized or hand-held touch screen devices show visitors on security cameras.•Light features, such as the X-10, mimic activity inside the home, helping to avoid robberies and theft during vacations or long absences.•When building a start-up home, security systems like the Control 4 Card Access Smart Garage Package, ensure only homebuilders and architects with security clearance can step foot in the homeowner’s property.•Security technologies, such as Roll-A-Shield security shutters, work seamlessly with the Crestron home automation system.•Roll-A-Shield Shutters can be activated remotely with a secure Wi-Fi connection.•Remote controls monitor the high-tech security cameras installed on the property on a travel-size screen like the iPhone.

•AVDomotics can offer myriad options for home networks, the heart of the home automation system.•Individuals can access the cloud through various wall-mounted buttons, touch panel LCD screens, remotes and remote touch panel screens.•The same network mentioned above warms the Jacuzzi, connects all of the printers, monitors energy usage and controls the lights for added simplicity and reliability.•Networks can include multiple computers, tablets and phones simultaneously.•Most networks have applications, software and commands already written into the coding.•All networks can be adjusted to the needs of the homeowner.•All appliances in the home can be controlled through the main network.

Networks

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Simply Green

AVDomotics can offer historical and real-time energy consumption information, allowing the homebuyer to dramatically lower electrical costs. By installing solar panels, batteries and a backup generator or using the technology to monitor energy consumption, energy usage is adjusted for optimal performance at the lowest cost. AVDomotics can help you become more environmentally conscious. Lower daily electrical consumption, reduce power bills, and monitor usage with “green” technology. Go Green with AVDomotics.

The System

•Solar panels optimize a hybrid system of electric and liquid propane gas.

•Solar energy is stored in batteries to run the home at night and on cloudy days.

•A backup generator runs only when high-energy usage is needed.

•Electrical load shedding allows for:

Delaying nonessential tasks until sunny daylight hours.

Running the septic system and other water pumps when solar energy is highest

•Water circulates through a separate solar system on the roof, preheating water for the boiler, which heats the house and water.

•Propane jets further heat water when needed.

•Automated fans adjust to environmental conditions without the HVAC system.

•Lights come on at 75% when energy cost is higher, or energy stored is low.

•Occupancy sensors turn off lights and HVAC systems in empty rooms.

•Shades close and windows open for optimal temperatures before HVAC is turned on.

•Lower the daily electrical consumption.

•Produce as much or more energy than is used.

•Lower dependence on foreign energy sources.

•Lighting automation can lower an electric bill by 10%.

•Resource monitoring offers real-time information on production and consumption.

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Simply AffordableBecoming the norm, home automation is a top-of-the-line trend for homeowners and homebuilders. In the next few years, homes without automation will become obsolete. Like the garage door opener, home automation is the new standard, with a higher resale value.

Pairing with AVDomotics in home automation creates savings. From green technology to living completely off the grid, monthly savings come from electrical load shedding, occupancy sensors and energy monitoring. AVDomotics works with clients in lowering energy bills and creating a cost effective lifestyle.

•Electrical load shedding allows for:Delaying nonessential tasks until sunny daylight hours.Running the septic system and other water pumps when solar energy is highest

•Water circulates through a separate solar system on the roof, preheating water for the boiler, which heats the house and sinks.•Propane jets further heat water when needed.•Automated fans adjust to environmental conditions without the HVAC system.•Lights come on at 75% when energy cost is higher.•Occupancy sensors turn off lights and HVAC systems in empty rooms.•Shades close and windows open for optimal temperatures before HVAC is turned on.•Lower the daily electrical consumption.•Produce as much or more energy than is used.•Lower dependence on foreign energy sources.•Lighting automation can lower an electric bill by 10%.

•Resource monitoring offers real-time information on production and consumption.

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Simply LuxuriousHVAC/Lighting

Lighting systems provide remote access to turn on porch and driveway lights before coming home, a lighted pathway to the kitchen or children’s rooms, or a welcoming ambiance for homeowners and guests. Rooms are automatically set to a consistent temperature to keep wine cellars cool and bedrooms cozy. Shades will lower and windows will close automatically, providing eco-friendly and cost effective temperature settings in the house. Whether home or away, homeowners can enjoy a simple life with AVDomotics home lighting systems.

•Completely automated lighting systems provide dimming, preset scenes, fades or on/off programs based on time of day, and motion.•Master Control provides users with control of any room in the home.•Individual panel controls are located in each room.•Preset scenes allow pre-designated settings to adjust all lights in any room.•Night and emergency lights are programmed on designated pathways•Balanced power systems eliminate the hum and noise that the technology can create.•Zone heating offers independent temperature controls in different rooms or areas.•Wine cellars, art collections and libraries have precise temperature and humidity controls.•Shades and blinds will automatically adjust based on internal temperature settings.•Weather stations indicate outside temperatures, wind speed, barometric pressure and humidity. •Window presetting will open and close windows to keep the house cooler or warmer.

Home Entertainment

From formal engagements to background noise, whole-home audio systems are the basis of home entertainment technology. Speaker systems installed into the ceilings both indoors and outdoors create the atmosphere clients prefer without the unsightly wires and equipment. Theatre rooms isolate sound from other quarters and customizable playlists are integrated into iPod docs and library systems. Video distribution allows security cameras, movies and television to run simultaneously in any room in the house.

•Music and sound systems can be in any room as background noise, surround sound or party atmospheres.•Sound systems can be indoor and outdoor–including pool, patio and garage locations.•The audio system includes individual collections–such as CDs and MP3s–and outside sources–such as satellite radio, Internet radio and other music servers.•Rooms can be acoustically treated to allow music and conversations to have high quality sound.•Theaters can be acoustically treated to isolate sound from other areas of the home.•Music is available in all rooms and is customizable to play music in specific locations.•Video Distribution allows for one or more sources (DVDs, satellite television and security cameras) to be shared by multiple areas via television or touch screens throughout the property. •Distribution sources consist of DVDs, personal video recorders, security cameras, streaming Internet videos, and cable TV.•Television, security cameras and DVDs run independently and simultaneously.•The audio system’s speakers can function as a whole home paging system.•The paging system includes audio, video or a combination of both as part of a security system.

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Simply BuiltCrestron ProductsCrestron Products continuously demonstrate current technology, regardless of changes in the industry. Everything from television monitors to headphones are available for purchase. Technology for all clients is guaranteed to be the premier innovation needed to withstand decades of technology updates. “Deeply rooted in our culture, the Crestron Quality System embraces Kaizen, the process of continuous improvement. Management systems are in place to provide a structured environment that facilitates incremental and measurable progress toward perfection.” Crestron employs quality experts from different industries, implements new systems and repeatedly upgrades the structuring process. Quality assurance is implemented at every stage of production with regular inspections of materials and process monitoring of manufacturing, assembly, testing and packing. Click below for a list of items available for individual and wholesale as well as more information about Crestron quality control.

Services

AVDomotics specializes in the design, integration, and implementation of smart home, residential and commercial automation technologies. Our products and services are designed to bring total control of a facility to the fingertips of the end user. Whether the application is the complete multimedia control of practically every electronic device in a home or the highly customizable audio system in a commercial building, AVDomotics brings experience and intelligent design to your doorstep. We offer integrated home audio and video, lighting control, waterworks, fireplaces, security, remote access surveillance, networking, energy resource monitoring, and other automation services. •Individuals can access the cloud through various wall-mounted buttons, touch panel LCD screens, remotes and remote touch panel screens.•The same network mentioned above warms the Jacuzzi, connects all of the printers, monitors energy usage and controls the lights for added simplicity and reliability.•Networks can include multiple computers, tablets and phones simultaneously.•Most networks have applications, software and commands already written into the coding.•All networks can be adjusted to the needs of the homeowner.•All appliances in the home can be controlled through the main network.

Network

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Homeowner Overview

The remote control that operates the television and audio systems, the garage door opener and the programmed heating and air conditioning panel are all forms of home automation. AVDomotics combines the simplest and most complex home automation systems into a streamlined process that provides the homeowner with the security of knowing the status of the home and its occupants at any time. Homeowners have the ease of adjusting settings from inside the house or from a distance; homeowners have the confidence of controlling all systems in the household with a personalized interface; homeowners have a system with the reliability of a clock radio. Whether using a simple program that controls lighting, heating and audio, or a whole home structure with solar panels that store excess energy for a completely self-sustained home, AVDomotics will customize an automation system to control the wants and needs of all clients.

Homebuilder Overview

Partner with AVDomotics for complete home automation systems to keep your company relevant and competitive. AVDomotics works alongside architects and builders to provide convenience, ease, and comfort to potential clients. AVDomotics combines the simplest and most complex home automation systems into a streamlined process. From beginning to end, a smooth line of communication between AVDomotics’ technicians and homebuilders keeps the construction process timely. Wiring is done simultaneously with construction; energy source options are customizable for each client; networking allows consistent wireless interfaces to be placed throughout the property for complete control. Whether using a simple program that controls lighting, heating and audio, or a whole home structure with solar panels that store excess energy for a completely self-sustained home, AVDomotics will customize an automation system specifically coordinated for each builder.

Overview

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FAQ

1. What is home automation?Home automation allows a centralized control system to regulate lighting, security, appliances, audio/video systems, and heating ventilation and air conditioning. Home automation works to combine convenience, comfort, energy efficiency and security at the touch of homeowner’s fingertips.

2. How much will home automation cost?Costs may vary depending on the customization of the home. Systems typically range from $5,000-$15,000 but can be as much as $150,000 depending on the features you choose.

3. Does wiring get in the way of building a home?No, AVDomotics works around the building process to wire the house–usually simultaneously with construction workers before plaster is adhered. Pre-wiring is highly suggested because it allows homeowners to upgrade in the future. Pre-wiring is unobtrusive, invisible, and allows the most flexibility.

4. How can home automation protect my house?AVDomotics can protect any house and all family inside it with a combination of video surveillance, door locks with touch tone code and mobile applications that allow homeowners to view their house no matter their location.

5. Do I need any special software to view my house when away?No. No matter where homeowners are as long as one has a strong Internet connection, one can view their home and all the rooms at anytime using the same software used at home.

6. What happens if my shades and blinds adjust to the temperature outside, but my windows are open?Windows close and open based on setting; shades will not close if a window is left open. Homeowners receive alerts about open doors and windows

7. Can I change my mind in the future about what types of controls I would like installed in my house?As homeowners begin the process of choosing which systems to include, we suggest that all of the available wiring be installed initially, allowing the homeowner to add to the system at a moderate cost.

8. How does AVDomotics monitor energy consumption accurately?Sensors are attached to wiring coming into the house and going from the panel to each system, directly monitoring energy usage.

9. Are solar panels a requirement in order to use energy consumption monitoring?No. The monitoring system is separate and can monitor traditional energy consumption or solar energy.

10. Is Crestron the only technology available?Although there are many companies offering the technology needed for home automation, AVDomotics partners exclusively with Crestron because of its commitment to the highest quality products, the ongoing hardware support, the ability to update the system remotely, and the reliability to ensure the system continues to work flawlessly for years to come.

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AVDomotics combines luxury with simplicity in every home automation system

• Audio&Video •HomeLighting

• Security •EnergyMonitoring

• TheaterSystems •HumidityControl

• Heating&Cooling •Windows&Doors

•Pools&Spas

AndyWhite(928) 282-9687

1650 Arizona 89A Sedona, AZ 86336

www.avdomotics.com

www.facebook.com/AVDomotics www.linkedin.com/AVDomotics

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AndyWhite(928) 282-9687

1650 Arizona 89A Sedona, AZ 86336

AVDomotics- simple home automation from start to finish

• CrestronProducts

•Seamlessinstallation

•FullyIntegrated

•Customized

www.avdomotics.com

www.facebook.com/AVDomotics www.linkedin.com/AVDomotics

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AVDomotics...

Humidity ControlHumidity Control

Home Lighting

Pools & SpasSecurity

Windows & Doors

Heating & CoolingTheater Systems

Energy Monitoring

Andy White(928) 282-9687

1650 Arizona 89A Sedona, AZ 86336

Simple

AVDomotics...

Humidity ControlHumidity Control

Home Lighting

Pools & SpasSecurity

Windows & Doors

Heating & CoolingTheater Systems

Energy Monitoring

Andy White(928) 282-9687

1650 Arizona 89A Sedona, AZ 86336

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ClientAVDomotics

ProblemLimited awareness of homebuilders and homeowners of the quality products and service that AVDomotics offers

Goal To increase awareness of the benefits of home automation and the reputation of AVDomotics through social media conversations, interactions, and community building

Objectives Increase followers on LinkedIn by 100 followers by Jan. 31, 2013 Increase number of likes per post by 10 percent by Jan. 31, 2013 Increase the number of “shares” of posts by 10 percent by Jan. 31, 2013

Strategy To maximize Facebook and LinkedIn as marketing tools to engage existing customers and reach out to new ones

Tactics2-3 weekly posts to engage Facebook and LinkedIn followers Amazing Facts about Home AutomationVideos showing Crestron technologyQuestions and answers about AVDomoticsLike & Share monthly contests

EvaluationEvaluate social media efforts on a weekly basis. Export page insights to evaluate increase in page likes, followers, shares, comments and total reach.

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ClientAV Domotics

ProblemLimited personal interaction between AVDomotics and local homebuilders showcasing the quality products and service that AV Domotics offers.

Goal To increase awareness of the personalized service and customization that AVDomotics offers through personal interaction with Andy White.

AssociationsIn order for AVDomotics to become a household name among local businesses, Andy must network and build a referral community with business associations. The following are local business networking groups with which Andy and Charlie should associate:

EventAs part of the ongoing effort to introduce homebuilders and new construction real estate agents to the personalized service from AVDomotics, and to offer them a hands-on experience, we propose a bi-annual open house and client appreciation party, hosted in the AVDomotics showroom. The following is a list of individuals and organizations to invite. Past and current clients should be included as well.

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