SPSD Marketing & PR Plan Developed by BrandEra

September 22, 2010

BACKGROUND INFORMATION:

Site Planning Site Development, SPSD, was founded in 1982 by Stewart Garrison. Partners Stewart Garrison and Cliff Mycoskie have provided specialty landscaping services to corporations, academic institutions, municipalities, healthcare facilities and non-profit organizations in the greater North Texas region and surrounding areas.

With its mission to provide high quality work for high quality clients; SPSD caters to the needs of architects, landscape architects, general contractors, land developers, some wealthy homeowners, and public agencies. The company provides a variety of services including: specialty landscape construction, landscape construction, hardscape construction, custom masonry, irrigation services, water maintenance and pools, and general landscape maintenance. SPSD is in a unique position with its synergistic relationships with mycoskie+mcinnis+associates, inc. (mma) and Austin Masonry, Inc. SPSD can serve as the lead on particular projects and channel opportunities to its sister companies or similarly it can benefit from the leads generated by mma and Austin Masonry.

The company, although successful, has seen changes in the market due to the economic downtown. Furthermore, there is an internal desire to formalize the marketing efforts to create new customer relationships outside those forged by founders Garrison and Mycoskie. SPSD has benefited previously from goal setting and staff development consulting services; however, it is apparent that the company now needs a comprehensive marketing plan to achieve a greater level of success. This plan will focus attention on key niche markets and provide the tactics and budgets to execute these marketing efforts. BrandEra will also recommend specific marketing initiatives to further develop the potential of targeted professional services as reliable revenue streams for the firm.

MARKETING GOALS Based on initial discussions with the SPSD team, BrandEra’s goals for this account are to:

Establish a marketing and PR strategy that creates top-of-mind brand awareness for SPSD among its target niches

Create a distinctive SPSD branded look that works across all platforms Visually demonstrate the quality of SPSD’s services Position SPSD as the only high quality, “do it all” specialty planning and site development

contractor Develop advertising and marketing promotions that capitalize on SPSD’s quality + value

proposition that benefits each niche audience Identify specific key messages that are consistently conveyed Coordinate the various marketing and PR tactics to stretch SPSD’s marketing budget and

increase sales.

STRATEGIES

To generate sales for SPSD and best utilize its marketing budget, BrandEra initially suggests an integrated business-to-business marketing plan that includes the following components:

A creative, branded campaign theme aimed at your various target markets to anchor promotional and advertising efforts

An organized and consistent messaging plan to help prevent the “out of sight, out of mind” phenomenon

Multiple newsworthy activities that highlight company developments and achievements

An advertising campaign that utilizes cost-efficient business publications A quarterly, niche direct mail campaign aimed at potential new clients A “fat package” direct mail campaign to a very select database of high priority potential clients Revisions to the website and key terminology to maximize the potential yield of online searches

for specialty landscaping services in the DFW market Promotional opportunities such as a customer loyalty program Introduction of a social media campaign to leverage professional relationships Community relations efforts that position SPSD as “the” expert on a variety of site planning and

development topics.

TARGET AUDIENCES

SPSD’s marketing program would target the following constituents within the Dallas-Fort Worth Metroplex and then the region (within 400 miles) that includes most of Texas, Oklahoma and Louisiana.

Architects General Contractors Landscape Architects Facility Maintenance Managers Wealthy Individuals Retail Developers Urban Drilling Companies Urban Land Owners Developers in the Medical and Senior Living Fields College Campus Facility Managers Home Owners Associations

COMPETITION

SPSD’s primary competitors include national firms, regional companies as well as low bid landscape maintenance crews and individuals. Primary competitors include:

Construction Competitors:o Brickman Group o Cole Construction Groupo Metheny Constructiono Prestonwood Landscape Services, LLC.o ValleyCrest Landscape Companies

Landscaping Services Competitors:o A&A Landscapingo Turtlecreek Landscape Services

Water Feature Competitors:o Greenscapeo inCon-trol water systems

Through a targeted and consistent marketing and PR program, SPSD can build its brand, be more top-of-mind with decision makers and, therefore, differentiate itself from other players in the market. Education will play a significant role in teaching client prospects the false economy presented by inferior companies that do not have the same philosophy of providing quality services.

FEATURES & BENEFITS

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Features BenefitsProven track record of excellence Clients enjoy confidence in SPSD’s work

Services range from complex, multi-faceted SPSD is a one-stop resource which saves projects to simpler jobs or maintenance clients time and in the long run, money too programs

Expert problem-solving capabilities Clients have “team members” who have the expertise to help eliminate hassles, save money and time

Work is completed on time and in budget Client enjoys peace of mind knowing he’s saving time and money

Commitment to exceeding customers’ Clients can trust SPSD to do excellent work that lasts expectations

Commitment to environmental stewardship Clients save money because SPSD strives to reduce long-term water usage and need for herbicides

Superior water feature construction SPSD does it all (unlike many firms) so the integrity of a project’s vision can be maintained

Reputation for high quality specialty masonry Clients who want the best, get the best

OPPORTUNITIES & CHALLENGES

With key features and benefits identified, it is imperative that SPSD recognize its opportunities and challenges. Doing so will strengthen the firm’s efforts to capitalize on its strengths and minimize its weaknesses. Campaign theme and related niche messaging will be affected by both.

OpportunitiesSPSD’s marketing efforts should focus on:

Expertise With Both Complex and Simpler Projects Quality Customer Service Long Term Value/Return on Investment Work Done Right the First Time On Time and In Budget Work Environmental Stewardship Distinctive Masonry and Water Feature Capabilities

ChallengesSPSD’s marketing efforts should downplay:

SPSD’s High Price Lack of Communication with Past Clients Perception: Better Quality=Higher Price

Efforts should also address challenges that include: Reality that the economy has made this a “low bid” market Decision makers are turning over and the number of SPSD’s personal relationships is

shrinking Growing number of competitors—ranging from accredited firms to unprofessional, low

bidding individuals CAMPAIGN CONCEPT & KEY MESSAGING

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For the launch of an integrated effort, BrandEra recommends a consistent campaign built around the SPSD’s key features, benefits and identified opportunities. With this in mind and the fact that SPSD has multiple target markets, this campaign needs an “umbrella concept” under which all sub-messages exist.

For the purposes of this strategic plan, we recommend:

SPSDYour Vision Made Better.

BrandEra feels SPSD’s “wow factors” and key features are: Wide range of quality services Multifaceted experience with the most challenging designs Value that translates into higher return on investment Commitment to environmental-friendly strategies

Upon these, an SPSD campaign needs to consistently tout key messages such as:

In the long run, SPSD saves your company time and money because we deliver what we promise.

Go Ahead. Challenge Us. We’ll Deliver.

Quality construction/landscape/development deserves a quality plan/execution/service.

Give SPSD the chance to bid. You’ll be glad you did.

With your feedback, BrandEra will revisit and re-evaluate our creative recommendations for a theme and messages and can adjust accordingly.

GRAPHIC COMMUNICATION

As BrandEra develops SPSD’s concept and its related messaging, it is important to note that words alone do not do the product justice. While SPSD’s marketing materials can feature the firm’s many services, these are best substantiated when the customer can actually see sample work. Additionally, it is to SPSD’s benefit to graphically feature testimonials from high profile former clients. For this reason BrandEra recommends:

Use of strong photography that displays SPSD’s most impressive clients Tactics that drive each target to the website where a photo library can display SPSD’s work Solicitation of positive testimonials from SPSD’s more high profile clients.

THE MARKETING MIX

BrandEra’s marketing and PR program for SPSD will consist of the following tools: 1) Public Relations Plan2) Community Relations3) Special Events/Promotions4) Strategic Partnerships5) Customer Loyalty Programs6) Advertising & Marketing Plan7) Direct Mail8) Web Marketing9) Marketing Collateral10) Social Media

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PUBLIC RELATIONS PLAN

BrandEra believes the strongest PR approach for SPSD is going to be a multi-faceted, yet focused plan to create awareness in target markets. We suggest framing incremental PR tactics to achieve a higher level of exposure for the company that ultimately will spark new business inquiries and increased business.

PR Goals:

Given the core objectives, the company’s PR goals are: Support SPSD’s sales efforts through increased media visibility Position SPSD as a top-of-mind value proposition for decision makers Establish SPSD’s image as the preferred provider of specialty landscape construction services

with local and state-wide distinction.

PR Strategies:

BrandEra recommends these overarching strategies to gain visibility for SPSD and position the company for long-term growth:

Make SPSD a recognized name within target industries, such as contracting, construction, facilities management, and architecture

Tout SPSD’s notable work and promote among niche markets Create a database of past and present clients to help initiate new projects and update these

friends of the business (FOBs) on company news and developments.

PR Tactics:

BrandEra will use this set of tactics to gain visibility for SPSD and to support word-of-mouth marketing: Target media outlets that cater to decision makers at developers, construction firms and facility

management companies Create comprehensive press kit materials that are journalistically written and appeal to media Maximize every opportunity to generate news about SPSD as it’s appropriate in the DFW market

and statewide.

Press Kit DevelopmentTo kick off the PR program, SPSD will need to build the right tool box to begin working proactively with the press. This starts with putting the journalistic materials in place that convey strong messages about the SPSD brand and paint the most newsworthy picture for the press.

A SPSD press kit might include these documents: Executive bios to showcase the brainpower behind the operation and to demonstrate seasoned

leadership and stability A backgrounder on SPSD that gives media key information on the company and its industry

(written purposefully so media can lift paragraphs in their reporting) Fact sheets presented in a meaningful and helpful way for media that summarize major

highlights, milestones and statistics on SPSD Case studies and/or testimonials from SPSD clients Tips sheets and FAQs for press Compelling photography

BrandEra will write the contents of the press kit in a journalistic and feature news style so as to gain credibility with media. Press kits are often a moving target as facts change and developments happen. So we will focus on creating a first phase of the press kit and do updates or additions as needed. We also recommend that this press kit be distributed in a printed presentation folder to position the company in the most professional way possible.

Niche Media Outreach

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Given SPSD’s appeal to numerous markets, SPSD has a number of different potential media avenues to explore.

Trade Publications/AssociationsFirst priority will be developing a targeted list of editorial and publicity opportunities with local and national media and association press, such as this sampling:

Homeowners Associations – Old-House Journal, New Old House, Smart Homeowner, This Old House, Our House, SMI Digital

Contracting / Construction – Building Systems, Concrete Construction, Construction Business Owner, Electrical Contractor, Retail Construction, Southwest Contractor, Texas Contractor, TecHomeBuilder Magazine

Facilities Management – Executive Housekeeping, Facility Manager, Hotel & Motel Management, College Planning and Management, Worship Facilities, Shopping Center Management, Campus Facilities Maintenance, Maintenance Solutions Magazine

Landscaping – Landscape Management, Landscapeonline.com, Lawn & Landscape Magazine, Total Landscape Care

Developers in the Medical or Senior Living Field – Medical Construction and Design, Medical Laboratory World, Elderly Housing Development and Operations

Retail Developers – Professional Retail Store Maintenance, Commercial Construction Magazine, Retail Traffic, Retail Construction Magazine, Shopping Center Digest, Shopping Centers Today

Urban Drilling Companies – National Drilling, Underground Construction, Sustainable Facility, Power, Today’s Energy Solutions

Urban Landowners – Building Magazine, Building Operating Management Apartment Associations – Custom Builder, Professional Builder, Units Magazine, Multifamily

Executive magazine, Builder Business and Apartment Management, Builder

Press Release Channels

BrandEra will help SPSD increase its PR exposure by creating a regular pipeline of information to press about company news and developments. Having an established line of communication with media is essential to building credibility with key editors and getting the ink or air time. Also the more press outreach that is done, the more likely SPSD will gain exposure online, which has an organic way of building credibility and buzz. We’ll work with SPSD to write and issue a monthly press release that has a newsworthy approach. These releases might highlight:

Business deals or strategic alliances Company developments and news Community or charitable contributions Strategic hires and personnel news Awards or milestones

Not all releases will generate immediate coverage. Some releases will serve to build momentum and groundwork for future placements. The goal with these releases is to get the SPSD name in front of media on a regular, more consistent basis.

Editorial Mix

Expert Bylines / ColumnsWe will look for opportunities to place Stewart Garrison, Cliff Mycoskie and Skeet Norton with appropriate media as a guest columnist or contributor who can provide insights on topics such as water conservation, eco-friendly designs, or how to utilize indigenous plants in commercial landscaping. We’ll look to create avenues with local or regional print media, e-zines or blogs. With these types of recurring opportunities, the goal is to create the kind of frequent visibility that fuels business inquiries, which ultimately can spur additional opportunities.

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Business NewsA central thrust of the media relations will be to promote news about company growth and to highlight SPSD’s entrepreneurial success to trade media and local business media outlets. Examples of this coverage might be news briefs, column mentions, or online articles that are pitched to the Fort Worth Business Press and Dallas Business Journal.

Website Channels

BrandEra recommends that SPSD create the content for a section on its website that is tailored for media. This section can also appeal to corporate decision makers. It might include the following elements:

Press release archives Press kit access (oftentimes, user-restricted) Copies of SPSD articles and white papers Industry news headlines Strategic facts and trends Photo library Links to industry sites and articles

Speaking Opportunities

Another way BrandEra will create publicity for SPSD is to leverage speaking events and appearances. Locally, BrandEra will tap into non-competing groups and events where firm principals Stewart Garrison and Cliff Mycoskie in conjunction with Skeet Norton can serve as a guest speaker or presenter. We’ll focus on placing SPSD with business and trade audiences where you might have a structured talk offering expertise on topics such as trends in landscaping, the economic benefit of sustainable designs and the importance of proper maintenance for water features. Examples of ideal groups for this kind of presentation would include the Urban Land Institute, the Texas Nursery and Landscape Association, the Southern Nursery Association and local conferences.

COMMUNITY RELATIONS

SPSD is proud to call Arlington home. Continuing to plug the club and its founders and key managers into the local community by participating with area civic organizations will increase awareness while targeting influential decision-makers. SPSD might also consider associations with the Trinity River Project and the Levitt Pavilion for additional networking opportunities.

BrandEra recommends partnering with a non-profit organization that exists to improve the living conditions of those it serves or focuses on conservation. SPSD could consider providing complimentary services to local chapter of Habitat for Humanity, Red Cross Disaster Relief, or for more locally-oriented organizations such as the Arlington Life Shelter, Botanical Research Institute of Texas, the Arlington Parks & Recreation Board, the Community Gardens of Arlington or the River Legacy Foundation.

SPSD should also carve out time on Earth Day and commit to doing an employer-sponsored volunteer project in the community to bring visibility to the company, garner publicity, and appeal to socially minded clients.

SPECIAL EVENTS & PROMOTIONS

With an integrated approach to marketing, BrandEra can help SPSD power up before trade shows. By doing advance work with media covering the shows and with a whole new branded campaign, SPSD is well-positioned to re-visit its show commitment. Although they are an investment, trade shows provide the opportunity for face-to-face interaction with a large number of qualified decision makers.

Associations and trade shows of interest include:

American Society of Landscape Architect (ASLA) September 9, 2010

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http://www.asla.org/

Association for Facilities Engineers (AFE) October 2-5, 2010http://www.afe.org/

Texas Society of Architects October 15, 2010http://texasarchitect.org/about.php?sess_id=afa25409ec2c20f3d13237cadf0edf00

Apartment Association of Tarrant County (AATC) November 16, 2010http://www.aatcnet.org/

International Council of Shopping Centers November 17-19. 2010http://www.icsc.org/

National Association of Home Builders (NAHB) January 12-15, 2011http://www.nahb.com/

Home Associations of America January 22, 2011http://perfectliving.org/index.asp?nav_link_id=369

Southern Nursery Association (SNA) February 10-11, 2011http://www.sna.org/ International Facility Management Association (IFMA) March 23-25, 2011http://www.ifma.org/calendar.cfm

Association of Builders & Contractors April 12-15, 2011http://www.abc.org/

Building Owners and Managers Association (BOMA) June 26-28, 2011 http://www.boma.org/Pages/default.aspx

Texas Nursery and Landscape Association (TNLA) Aug 19-21, 2011http://txnla.org/events/nursery-landscape-expo/index.php The Society for Maintenance & Reliability Professionals (SMRP) October 17-20, 2011http://www.smrp.org/

DFW Home & Garden Shows TBDhttp://www.thehomeandgardenmarket.com/ Special Events

SPSD can create a lunch and learn “road show” on topics that matter most to its key audiences. SPSD can used this educational format to offer free lecture on project budgeting, how to reduce storm water runoff, sustainability, and other timely topics geared to its target market. The idea is to use this forum to present valuable information to clients with a complimentary breakfast or lunch. SPSD can differentiate itself by establishing itself as the gold standard in landscaping services and earn the “last look” opportunity from potential clients.

Giveaways

SPSD needs to leverage its brand by showcasing it every opportunity it get.

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Design branded giveaway items (t-shirts, garden gloves, small garden shovels, etc) that can be utilized to extend the SPSD name.

Mail seed packets of indigenous Texas flowers in custom-branded packages with a message,”SPSD want to help you grow your business.”

Provide SPSD branded pocket Maglite flashlights with a message, “We can light the way on your landscaping project.”

STRATEGIC PARTNERSHIPS

With SPSD’s input on key relationships you may already have, BrandEra recommends formalizing several strategic partnerships to stretch your marketing budget and create a greater impact among your target audiences. Some of these co-branded campaigns might include:

Creating product placement, endorsements or cooperative marketing plans with other companies catering to landscape clients

Identifying key vendors/brands such as Rain Bird to develop demonstrations featuring these sponsoring brands

Collaboration with the Energy Star program to demonstrate ways offer energy efficient lighting in landscape applications

Become of member of the City of Arlington’s Green Team and implement eco-friendly practices and recycling in projects

Cross-marketing campaigns with Apartment Association of Tarrant County to drive up inquiries from high-end properties to SPSD

Partnerships with the Building & Owners Management Association – Dallas and Fort Worth chapters.

CUSTOMER LOYALTY PROGRAMS

To date, SPSD does not have a system to help maintain relationships with previous clients. BrandEra recommends that a database be created to include contact information for past and present clients to ensure steady communication even after the projects close. Many of the vehicles discussed below, i.e.: e-newsletter, direct mail, etc. can be utilized to build loyalty among past and existing customers.

In addition to regular communication, SPSD should identify a small but important group of contacts that are “spiffed” periodically with gift certificates, etc. It’s important to remember, out of sight is out of mind. SPSD needs to stay more visible and do so, more creatively.

BrandEra recommends a calendar of communications to “re-market” to existing clients:November – Thanks for your business tied to a Thanksgiving themeDecember – Customized Christmas cards and holiday open houseJanuary – Kick off a profitable New Year - consider the cost-savings maintenance program by SPSD coupled with an invitation to the inaugural Dallas Football Classic on January 1st. ADVERTISING & MARKETING

BrandEra is skilled at maximizing your advertising dollars. We have over 25 years of advertising and media planning experience and we know how to best negotiate on your behalf to develop package buys that are most beneficial. BrandEra can use proven strategies to:

identify the right media outlets negotiate the most cost efficient rates calculate the lowest cost-per-thousands reached work within the limits of your budget to target the media outlets that best deliver the niche, reach

and frequency at the most cost efficient price.

Related to your advertising plan, we want to point out a few parameters.

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Given that you have a diverse list of target audiences; BrandEra is proposing a plan of niche opportunities. With a better idea of what your actual budget is, we will be glad to help SPSD identify which of these advertising and marketing options will most benefit the company.

When BrandEra does recommend a print ad, we only recommend multiple insertions in a magazine. To place an ad only one or two times and expect results is not realistic. Depending on the negotiated rates and cost per thousand, we will recommend a frequency of at least 3 times, hopefully much more.

Also, in the case of print advertising, BrandEra primarily recommends right-hand read, full page, 4-color ads for all magazine buys. Full page ads are typically placed in the front half of the publication and, therefore, they have better readership and recall.

Without knowing SPSD’s budget, BrandEra has presented a variety of options for your consideration. With feedback, BrandEra will make its final recommendations.

The proposed advertising plan assumes PR, special events, etc. will also be used to spread the SPSD message into a variety of industries and niches. Advertising alone cannot be expected to generate buzz and message credibility.

In most cases on the attached budget, ad rates are un-negotiated rates. Once SPSD and BrandEra develop a final plan that outlines primary target markets and budget, we are confident that lower rates can be negotiated.

Given SPSD’s wide and varied target markets, BrandEra has evaluated multiple advertising (print and web) and subscriber list purchases for publications and associations. These included:

American School & University Magazine Council of Educational Facility Planners International Facilities Manager Magazine (APPA) APPA—Association of Higher Education Facilities Officers Dallas-Fort Worth Educational Facilities Association Construction Business Review Associated Owners & Developers BOMA/BOMA Magazine Today’s Facility Manager Lawn & Landscape Landscape Management Southern Nursery Digest Texas Nursery and Landscape Association Landscape Architecture Total Landscape Care Medical Construction & Design Worship Facilities College Planning & Management Land Development Maintenance Solutions Builder Pipeline & Gas Journal Facility Manager Buildings (Education/Medical/Hospitality/Retail) Urban Land Units Magazine Construction Marketplace Dallas Business Journal Fort Worth Business Press

In most cases, if BrandEra is not recommending these media in the budget below, it is because: Readership is national and the group cannot quantify readership/membership in Texas,

Oklahoma or Louisiana. Therefore, there would be too much waste of marketing dollars. Mail or email list are not available for rent. Costs per thousands reached are too high. Circulation is too small.

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Target market is perceived as “too fringe” for a niche-oriented SPSD campaign

Print Advertising

BrandEra has evaluated numerous publications (see list above) based on reach and cost-efficiency. For the most part, the media outlets that reach your varied target markets well are national publications and, therefore, deliver too much wasted circulation to make the magazines worthy of your print advertising dollars. Additionally, online editions are often tied to print buy commitments and likewise offer too wide of reach for SPSD. The bottom line is the effective cost per thousands reached with most of the national print and online editions evaluated were in the $1000-$2000 range.

However, to reach decision makers in your varied target groups within the Dallas-Fort Worth area, BrandEra recommends print buys in both the Dallas Business Journal and the Fort Worth Business Press. The publications reach the local business community and deliver a much more reasonable cost per thousand of $320-$450.

Photography

SPSD offers a “seeing is believing” product. Words alone do not do the services offered justice. The company’s work is best highlighted with strong photography that shows the unique designs and quality workmanship. BrandEra recommends that going forward, as part of the “project wrap up process,” professional photos always be taken of distinctive features. BrandEra can help SPSD negotiate a standing contract with a reasonably priced architectural photographer.

It is BrandEra’s hope that over time SPSD can build an extensive photo library that can facilitate customization of proposals, website updates and future marketing collateral.

Direct Mail

With such a clear target group, direct mail can be a highly effective and key component of the SPSD marketing plan. As an element of a campaign, it offers the frequency and targeted reach that will impact the company’s sales goals.

The database can be compiled from purchased trade magazine subscriber, trade association and trade show attendee lists. Some of these possibilities include Dallas-Fort Worth Educational Facilities Association membership, American School and University Magazine, Building Owners and Managers Association and Today’s Facility Manager. Note that in many cases, the list owner will want to approve the content and mailer before releasing the list.

Admittedly, budget limitations will determine the frequency, quantities and creative approach of a direct mail campaign. BrandEra would like to recommend the following:

Quarterly Postcard CampaignMultiple and regular mailings to the same recipient list is key. BrandEra would recommend a quarterly postcard that echoes a branded look and the creative messaging seen in magazine ads and other collateral materials. Creatively, each could feature a different key message. More importantly, the postcards could work to drive prospects to your website so he or she could see how SPSD works and delivers on its customer benefits.

Direct mail also offers flexibility. For instance, a 6” x 9” postcard can be created to “talk to” each segment. One can be tailored with a call-to-action to incentivize commercial contractors and one can be customized for retail developers. No matter who we are mailing to or how customized the message, cost-savings can be enjoyed by initially “ganging” four-color printing and then overprinting a customized message on the quantity needed.

Fat Packages

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Within each target group, there will be key prospects that the SPSD team will want to incentivize even more. For this potential customer list, which can be as few as 25 or as many as 100, BrandEra recommends a “fat package” direct mail campaign.

This campaign would involve an integrated a 4 pronged campaign that features monogrammed items and messages:

Rubber bands – SPSD is Flexible to Accommodate Your Needs & Budget Cigars – With SPSD, You Can Celebrate Your Success Clocks – SPSD Delivers On Time & In Budget Cash Box – SPSD Offers Value and Return On Investment

In detail, here’s the logistics behind the concept of the cash box: To drive home the value/ROI benefit of SPSD, we suggest that you mail each person a small

cash box bearing your logo. Inside each box would be a Sacagawea Golden Dollar. Accompanying the cash box is a printed note that creatively features the key selling points of how

SPSD brings real value to any project. Perhaps more importantly though, the card drives the customer to the SPSD website to find the

combination for opening the cash box. Curious to know what is inside the box making noise, the prospect is almost guaranteed to go to

your website. Once there, he or she photos and case studies that feature SPSD’s capabilities and includes the

combination to the cash box.

BrandEra is confident that you would have an extremely high response rate which in turn would impact sales.

Web Marketing

E-Newsletters & E-PostcardBrandEra recommends that your past and existing customer base receive regular branded communications from SPSD. An e-blasted newsletter can provide updates and present key features and benefits of SPSD, while providing helpful information and/or creating buzz about promotions.

Additionally, an e-postcard can be sent to trade show registrants’ e-mail addresses that can often be purchased prior to the show. This is an especially effective tool to drive attendance and set up appointments at an SPSD booth. Additionally, an e-blast can be sent post-show to thank registrants and promote follow up.

Website UpdateBrandEra feels strongly that driving potential customers to the website should be the goal of virtually every marketing element. All materials – direct mail, e-blasts, print ads, etc. should promote the site – which should be updated more regularly to include:

o New dynamic imageso Updated content including key managerso Links to press and e-newsletters

Marketing Collateral

SPSD needs a few printed materials that work with its advertising initiatives and carry forward the branded look and key selling messages.

New LogoA company’s branding effort begins with its logo and BrandEra recommends that SPSD consider development of a new logo. While the “target” logo has served the company well for many years, we feel

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the SPSD logo should better represent the current list of services SPSD offers and, if possible, communicate the key benefits of the company.

It would be our additional recommendation that the existing MMA logo be used for inspiration for the SPSD logo and that a new logo for Austin Masonry also be created so the three companies have a “family look.”BrandEra further recommends that SPSD is intentional in promoting its branded look on the job. With wrapped vehicles, magnetic door signs, prominent project signs, and logo apparel, SPSD is announcing its superior work as it is done.

Corporate Identity & Distinctive Business CardBrandEra recommends an updated identity package that would feature a new SPSD logo. Additional since business cards are perhaps the most visible component of a company’s marketing collateral, we recommend that SPSD consider creation of a die-cut or oversized business card. By making the SPSD business card uniquely shaped, it will be a stronger means of “paving the way” for future marketing efforts and building top of mind name awareness.

BrochureYour company needs a brand-building brochure to support sales of SPSD. A well-designed, photo heavy brochure built on the creativity of the “SPSD. Your Vision Made Better” campaign can identify important features and benefits of SPSD’s services as well as brand the business. This piece could be designed to really differentiate SPSD from its competitors. Aspects like customized inserts (to include special services or Austin Masonry or MMA), distinctive layout, creative execution and/or uncommon paper stock can all work together to make the SPSD brochure a “virtual salesman in the field.”

Trade Show BoothIf SPSD determines that show exhibitions are a key part of its sales and marketing plan, BrandEra is equipped to assist SPSD with the selection and design of a trade show booth. A professionally created booth can differentiate the company from its less professional competitors and present SPSD as company that brings real professionalism, expertise and value to every job.

Social Media

It would benefit SPSD to establish the framework for a social media campaign. Focusing on LinkedIn, Facebook and YouTube, BrandEra recommends regular updates and photos be posted so the firm it is looping in its current contacts and building the SPSD brand online. Videos of employees at work to tips on growing healthy plants can be posted. The community service day could be featured and posted on YouTube and Facebook to promote the company and build its fan base. LinkedIn profiles for key executive could be developed to cultivate more “warm” leads in targeted companies and organizations.

ESTIMATED BUDGET

BrandEra collaborates with clients on an hourly, project, or retainer basis. Based on the initiatives outlined above, a menu budget has been prepared below to give SPSD an idea of costs related to BrandEra’s ideas. With more input from you, BrandEra can outline an actual budget and help SPSD most cost-efficiently and most effectively use its marketing dollars.

PR

PR Retainer (with signed 6-month contract) $1500 - $2500- 1 press release per month each for 1-2 regional trade market,

and the Dallas/Fort Worth market- Media relations to 1-2 regional trade markets and the DFW market- Client consultation

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Press Kit $1750 - $2500*3 biosFact sheetBackgrounderCase Studies*

depending on the number developed

Press Releases a la carte $750

Additional PR Writing Bid by project- Case Studies - Articles and bylines

Photography (Photo Library)

Photographer --One Day; On Location $2575*^*Does not include digital transfer and materials^Assumes client provides models

Photo Direction & Scouting $750-$1250/day

Contract Photography TBD

Direct Mail

Postcards (Quarterly)Art Production $1500/mailer**Plus photography

Printing Estimate ^5,000 $150010,000 $190015,000 $2400

^Ganging multiple postcards can save money.

Mailing List* (all are 1x usage unless noted otherwise)BOMACan be purchased by zip & business type3000 name minimum$270/MCost: $810

Today’s Facility ManagerCan be purchased by zip & business type5000 name minimum$260/M Cost: $1300

Maintenance SolutionsCan be purchased by zip & business type

(Education & Medical)3000 name minimum$270/M Cost: $810

Buildings

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Can be purchased by zip & business type3000 name minimum$245/M Cost: $735

BuilderCan be purchased by zip & business type5000 name minimum$180/M Cost: $900

Landscape ManagementCan be purchased by Texas Subscribers 5000 name minimum2X Usage Cost $1000

Total Landscape CareCan be purchased by zip & business type5000 name minimum$180/M Cost: $900

Landscape ArchitectureNote: Must be member to rent listCost: $1950

Texas Nursery & Landscape Association ListNote: Must be member to rent listCost: TBD

Construction MarketplaceCan be purchased by zip & business type5000 name minimum$210/M Cost: $1050

Pipeline & Gas JournalCan be purchased by zip & business type2000 name minimum$160/M + set up feeCost: $470

BrandEra research and creation of SPSD mailing list (i.e.: Dallas-Fort Worth Educational Facilities Association; Dallas Business JournalBook of Lists, etc.)Cost: $75/hour

Mailing/Labeling 5000 $100010,000 $160015,000 $2000

Postage (Bulk)5000 $150010,000 $3000

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15,000 $4500

Total/Mailing $5550-$10,400/mailing+mailing list

*List owner may want to approve content

Fat Package Campaign (Quarterly)

Flight 1 (Logoed Rubber Band – SPSD is Flexible to Accommodate Your Needs & Budget)Concept/Project Management $ 750

Copywriting/Art Production (Enclosure card) $ 400

Printing (Enclosure card)25 $10050 $150100 $215

Materials (Estimate)Rubber Bands (w/logo)Minimum: 500Cost: $475

Envelopes/Labels25 $5050 $75100 $100

Stuffing25 $7550 $125100 $175

Total $1850-$2115+list +PO

Flight 2 (Logoed Clock – SPSD Delivers On Time & In Budget)Concept/Project Management $ 750

Copywriting/Art Production (Enclosure card) $ 500

Printing (Enclosure card)25 $10050 $150100 $215

Materials (Estimate)Clock (w/logo)25 $65050 $1180100 $2190

Boxes25 $6550 $105101 $195

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Stuffing25 $12550 $250100 $350

Total $2200-$4200+list+PO

Flight 3 (Logoed Cigars – With SPSD, You Can Celebrate Your Success)Concept/Project Management $ 750

Copywriting/Art Production (Enclosure card) $ 500

Printing (Enclosure card)25 $10050 $150100 $215

Materials (Estimate)Cigars TBD

Cigar Bands (w/logo)25 $22550 $225100 $225

Assembly25 $7550 $125100 $175

Boxes25 $6550 $105102 $195

Stuffing25 $12550 $250100 $400

Total $1840-$2460+cigars+list +PO

Flight 4 (SPSD Offers Value and Return On Investment)Concept/Project Management $ 750

Copywriting/Art Production (Enclosure card) $ 500

Printing (Enclosure card)25 $10050 $150100 $215

Materials (Estimate)Cash Box (w/logo)25 $39050 $600

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100 $1200

Coins TBD

Boxes25 $6550 $105103 $195

Stuffing25 $12550 $250100 $500

Total $1930-$3360+coins+list +PO

Web Site (Revisions)

Monthly Site Editing $750-$4500**Ranges from adding a few photos and Making text edits to adding a dynamic/Flash component to navigation revisions

Total $750-$4500

Digital AdvertingGoogle Words $1500-$7500/month

E-blast Postcard $800

E-NewsletterTemplate design & Initial issue $1800

Subsequent issues $1200

Note: o Email Lists can be acquired from many of the same association/publications from which we would

acquire mailing lists. o In many cases the list owner handles sending the e-blast so as to protect and supervise

communications. o BrandEra is not including specific costs for e-blast distribution because pricing could be

“packaged” with postal lists. o However, it is important to note that email lists can often be bought by geography and business

type and price per thousand can be as high as $385 to $475 per thousand.

Print AdvertisingArt Production

Quarter Page Business Journal Ad $1200*

Ad Resizing $ 250/publication*assumes use of existing photography

Dallas Business Journal

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Cost/Quarter Page Full Color Ad: 52651-2x per month for 3-6 months6x $31,590

Circulation: 16,300CPM: $323

Fort Worth Business PressCost/Quarter Page Full Color Ad: $27001-2x per month for 3-6 months6x $16,200

Circulation: 6000CPM: $450

Total $17,400-$32,790

Marketing CollateralLogo

Art Production

Total $1800

Corporate Identity Package & Oversized/Die-Cut Business Card

Art Production $2000

Printing TBD

Total $2000+printing

Distinctive Brochure w/Inserts (Show Examples)Copywriting/Art Production $2000-$3500*^^Assumes use of existing photography

Printing TBD

Total $2000-$3500+printing

Inserts (Case Studies/MMA/Austin Masonry)Art Production $750/insert**assumes use of existing photography

Printing TBD

Total $2000-$3500+inserts+printing

Trade Show Booth 10’ x 10’ Full Size Floor Booth Backdrop

Art Production $1500

Photography TBD

Printing $2925*

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Total $4425*Price does not include lights, carpet, table drapes, travel bag

Social MediaCreate Initial Profile Creation $500

Additional Profile Pages $350

Regular Page UpdatesOne time per month $250Two times per month $350Weekly $425

Increase Network Project $500

Total $500+monthly updates, etc.

Allow a 10% percent contingency for production costs. These are estimated costs. They reflect our best information and judgment of the costs of the items described above as of this date, with a limited number of alterations. Prices are valid only for 30 days.

Please note that unless otherwise noted, hard costs spent for production such as photography, printing/duplication, videography, duplication of cd/dvds/tapes, graphic art design, applicable sales tax and out-of-pocket expenses such as long distance phone calls, mileage, postage and courier costs will be noted on your monthly bill. Travel-related expenses also will be billed.

Above budgets do not include sales tax, out of pocket expenses and rush charges. Art production budgets based on presentation of initial art and two rounds of edits. Additional rounds of editing will be billed at $75/hour.

Other budgets will be determined based on client feedback.

Payment Terms

BrandEra requires a 50% deposit to commence work. Invoices are payable net upon receipt. Invoices older than 60 days will be subject to a 1.5% monthly fee until balance is cleared. Termination

In the event, SPSD decides to terminate BrandEra as its agency of record; we must have at least thirty (30) days written notice. We must also be guaranteed that SPSD will reimburse BrandEra expenses and time associated with projects in queue to the extent incurred by BrandEra as of the date of the termination and payable under this Agreement. Additionally, SPSD will pay for all ads and other projects incurred on behalf of SPSD in accordance with this Agreement and that cannot be cancelled. There will be no refunds issued by BrandEra to SPSD for professional time already incurred.

If BrandEra elects to terminate the working relationship, it will give thirty (30) days written notice and bill for work done to date on projects.

CONCLUSION

With its unique knowledge and expertise in developing effective marketing and public relations strategies, BrandEra is ready and able to handle the needs of SPSD. It takes a professional strategy and a go-getter team to stay competitive in the marketplace and best leverage the opportunities. BrandEra looks forward to joining your team and helping you reach an even higher level of success.

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Proposal Approved

Date:

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