umd student to business initiative

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Table Of Contents

Table Of Contents ....................................................1Team Apollo..............................................................2Introduction ..............................................................3Philosophy Statement ................................................4Executive Summary ..................................................5Business and Communication Objectives .................6Macro Environmental Analysis .................................7SWOT Analysis .........................................................8Competitive Analysis .................................................9Discovery Process ....................................................10Positioning ...............................................................11Primary Target Market ...........................................12Secondary Target Market .......................................13Brand Character .....................................................14Branding Options....................................................15Key Message ...........................................................16Our Story ................................................................17Owned Marketing: Website ....................................18Owned Marketing: Facebook ..................................19Earned Marketing: HTF .........................................20

Earned Marketing: Guerilla Marketing Facebook ..21Paid Marketing: Guerilla Marketing Flyers ............22QR Reader ..............................................................23Paid Marketing: Google Paid Search ......................24Paid Marketing: WDIO ..........................................25Paid Marketing: HTF Ads ......................................26Paid Marketing: Marketing Intern ..........................27Paid Marketing: Videography .................................28Paid Marketing: Graphic Design ............................29Decision Continuum ...............................................30Timeline ..................................................................31Budget .....................................................................32Measurement/Evaluation .......................................33Bibliography ............................................................34Bibliography ............................................................35Bibliography ............................................................36Bibliography ............................................................37Bibliography ............................................................38Bibliography ............................................................39

GrandLogHomesFINALFINAL.indd 1 5/1/14 12:02 PM

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Matthew Pettinelli Steven Popowitz Phillip Connell

Team Apollo


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Introduction

Thank you John Kratz for guiding us through this process.

Thanks to Charlie and Richard for all your help and real life experience,

Jim Vileta for research direction,

also CED Shannon Benolken and Sandi Larson for the professional help.

Prepared with the assistance from the UMD Center for Economic Develop-ment and the Labovitz School of Busi-ness and Economics.

May 6th, 2014 4:30 PM

Matthew Pettinelli, Steven Popowitz, Phillip Connell


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Philosophy Statement

“The passion for success sparks the fire for break-through in creative promotion. This passion drives dreamers and visionaries to create something better than what currently exists. Along with seamless use of marketing concepts and the willingness to break industry norms, by daring to be innovative, this passion is needed for success in today’s industry.”- Team Apollo


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Executive Summary

Integrated Marketing Communications Plan is a marketing approach of consistent brand messaging covering all the promotional tools, traditional and non-traditional, needed for the successful execution of a business and communications plan. Each tool reinforces the other to build a strong plan and brand message that remains steady through the entire process. Our Integrated Communications Plan for Grand Log Homes will help to promote the business by educating potential customers, cre-ating awareness of the brand, and by integrating the use of social media. The find-ings from our work presented us with primary and secondary audiences to focus our promotion on, tactical promotional tools to use, and a positioning strategy that will benefit Grand Log Homes. All of our communication strategies, tactics, and recom-mendations work together to promote the consistent brand message for Grand Log Homes, which will lead to higher sales and brand equity.


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Business and Communication Objectives

Business Objectives:- Generate sales revenue- Investigate potential inspection & maintenance program- Drive traffic to website

Communication Objectives:Educate and inform potential clients of:- GRAND Log patent- Integrated Massive Scale (IMS)- 60+ years industry experience - Create product & service awareness- Integrate social media- After sales service program insights


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Macro Environmental Analysis

Macro Environment Sector + Effect

-‐ Effect Reasoning

Demographic 1) Rising level of affluence 2) Increasing Urban population 3) Aging population

✔

✔

✔

1) Greater income per capita creates larger disposable income for

more expensive and aesthetically pleasing homes. 2) Rising proportion of the world’s population living in Urban vs.

Rural, log homes don’t fit in an urban setting. 3) Older individuals fall into our target audience and have higher

disposable income to buy, own, and remodel a home.

Socio-‐Cultural 1) Increasing environmental awareness

2) Increasing demand aesthetically pleasing and unique products

✔

✔

1) Creates demand for high-‐energy efficiency homes.

2) Increases consumer value through authenticity.

Political/Legal 1) Increasing energy incentives

✔

1) Residential Energy Property Credit (Section 1121): Increased

energy tax credit for homeowners who make efficient improvements to their existing home.

Technological 1) Increasing design options

2) Increasing demand for synthetic and substitute siding

3) Increasing production management technologies: Lean Production, Six Sigma..

✔ ✔

✔

1) Hybrid log homes combine more creative mediums and offer

flexibility. 2) Substitute products are cheap and easy to maintain.

3) Creates more efficient ways to produce sourced goods reducing waste and costs.

Economic 1) Declining mortgage rates 2) Increasing lumber prices

3) Rising construction costs

✔

✔

✔

1) Individuals can finance housing for less.

. 2) Scarce natural sourcing prices are increasing.

3) Diverts people away from building and remodeling.


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SWOT Analysis

Strengths Weaknesses Distinctive Competencies:

• Differentiated product mix

• Product value enhancement Core Competencies:

• Research and Design: IMS technology and patent

• Service and experience: 30 years of industry knowledge

• Lack of production capacity

• Narrow market segment

Opportunities Threats

• Rising level of affluence

• Aging population

• Increasing environmental awareness

• Increasing demand for aesthetically pleasing and unique products

• Increasing energy incentives

• Increasing design options

• Decreasing mortgage rates

• Increasing urban population and decreasing rural population

• Increasing demand for synthetic and substitute siding

• Increasing lumber prices

• Rising construction costs


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Competitive Analysis

Company: Northwoods Log HomesTagline: The Original Northwoods Tradition.Key Messages: Good quality because it’s family tradition.Positioning: Quality full log homes.

Company: Pine Ridge Handcrafted Log HomesTagline: Our Passion is Handcrafted into Your Log Home.Key Messages: Select each log by hand and rebuild at your building location.Positioning: Unique and portable homes from a small company.

Company: Wisconsin Log HomesTagline: Bringing you Home, Naturally.Key Messages: Extremely customizable homes of the highest quality.Positioning: Highest price for the highest quality (premium and authentic).


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Discovery Process

Opportunity

Core Competency

Consumer Insights

Current Equity

Business Dynamics

Core Strengths: Patented Log home siding researchers and engineers with 30 years of industry experience in design and service.

Insights: -Log homes are high maintenance -Log homes are expensive -Log homes are inefficient

Consumer Perception: -Log homebuilders.

Dynamics: Cheap standardized and commercialized siding is prevailing throughout our society. On the opposite end, customized and rare materials are used for high-end siding.

Opportunity: Log siding after sales service and log siding instead of traditional log home building. The resources and experience enabling them to make any building look like a log building.


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Positioning

What are we really selling? An entirely new lifestyle.Who?Grand Log Homes.What?The next generation hybrid log home specialists.For whom?Technology oriented, upper class homeowners.What need?Rustic and unique looking home styles.Against whom?Log home producers and siding specialists.What’s different?Grand Log Homes provides fully customizable and technologically ad-vanced hybrid log home products and services.So: Grand Log Homes empowers any home owner to transform their home into a log home.

Grand Log Homes is able to upgrade the look of any house into an upper class log home without the lofty expenses and maintenance of traditional full log architecture. They give the customer the freedom to take their cur-rent home and transform it into their dream log home. Cheaper and more convenient than full log architecture, yet much more authentic than other log siding and wood siding products, Grand Log Homes can position them-selves as the sole producer of authentic looking log homes at lower prices.


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Primary Target Market

Geographic:Region: MidwestCity Size: Under 10,000, 10,000-24,999, 50,000-99,999Metropolitan Area: Twin PortsDensity: Suburban, Small Town, Rural

Demographic:Gender: Female, Male as influencer.Age: 45-54, 55-64Race: Caucasian Life Stage: AdultBirth Era: Baby boomer (1946-1964)Household Size: 2Residence Tenure: Own homeMarital Status: Married

Socioeconomic:Income: $75,000-$99,999, $100,000+Education: Undergraduate, Masters, DoctorateOccupation: Managers, Engineers, Vice President, Business Owners, and Teachers

Psychographic:Personality: Gregarious, Ambitious.Values: Family, Friends, Honesty.


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Secondary Target Market

Geographic:Region: MidwestCity Size: Under 10,000, 10,000-24,999, 50,000-99,999Metropolitan Area: Twin PortsDensity: Suburban, Small Town, Rural

Demographic:Gender: MaleAge: 45-54, 65-74Race: Caucasian Life Stage: Adult, SeniorBirth Era: Baby boomer (1946-1964),Traditional (1922-1945)Household Size: 2, 1-2Residence Tenure: Own homeMarital Status: Married, Widowed

Socioeconomic:Income: $75,000-$99,999, 401KEducation: Undergraduate, Masters, DoctorateOccupation: Contractor, Retirees

Psychographic:Personality: Gregarious, AmbitiousValues: Family, Friends, Honesty


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Brand Character

Grand Log Homes is a technologically savvy and sophisticated spin on all the rudi-mentary characteristics of the original log home. Rustic, authentic, original, hum-ble, cozy, serene, yet intellectual, cutting edge, and revolutionary all come to mind when you think of Grand Log Homes.


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Branding Options

Grand Log HomesGrand Log HomesGrand Log HomesGrand Log Homes

Grand Log HomesGrand Log HomesGrand Log HomesGrand Log Homes

Grand Log HomesGrand Log Homes

Suggested Colors

Suggested Logos

Other Logo Examples

Suggested Text

Grand Log Homes

Bakersville Palatino

C: 50 M: 69 Y: 84 K: 67

C: 15 M: 100 Y: 100 K: 75

C: 94 M: 83 Y: 48 K: 58

C: 72 M: 42 Y: 100 K: 36

C: 5 M: 5 Y: 31 K: 0

C: 32 M: 13 Y: 0 K: 0

Grand Log Homes


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Key Message

What?Hybrid log home company.

How?60 + years of log home experience.IMS design philosophy.Grand Log siding patent.150+ successful previous installations.

Why?Our mission is to deliver the look and feel of a handcrafted log home without the price tag.We believe in making our vision of the perfect log home into your reality.We want to make our passion of constructing the best log home possible into your dream home.

Possible Taglines:Grand Log Homes, we can turn any home, into a Log Home.Turn any home into a log home with, Grand Log Homes.Grand Log Homes, live in your dream getaway, everyday.

Why?

How?

What?


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Our Story

We have fond memories of bolting out of dad’s car in the early 60’s as proud, pint-sized members of his sacred an-nual fishing trip to Bowstring Lake in Itasca County, Minnesota. It was the very first time we had ever seen a log structure, and it was love at first sight. Over time, we kept thinking that there must be a more environmentally-correct way to build a log home. That burning desire came to fruition in 1993, when we patented the world’s first veneered foam-core (VFC) log siding product. In 2003, after completing more than 150 successful North American VFC Log installations, disaster struck. This disaster cost us our company and shattered our future expectations. But through disaster came opportunity and we were driven to change the industry once again. In 2013, after years of research and design, we created the Grand Log. This innovative new product, along with our IMS (Inte-grated Massive Scale) design philosophy, are the backbone of our new company, Grand Log Homes.


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Owned Marketing: Website

How?-Must be web, mobile, and tablet com-patible.-Tell your story in a narrative, as a video on the home page.-Simple scrolling interface for less click-ing.-Use the 7 plus or minus 2 two rule: “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capac-ity for Processing Information” is one of the most highly cited papers in psychol-ogy.-Outsource web design to professionals.

Why?Educate the public. It will be the “hub” for people seeking information and the primary place to lead potential buyers. An attractive website keeps the consum-er’s attention and a well designed page makes it easy for the consumer to contact the company. Andersen Windows is a great example of a company that does new home installation as well as remod-eling and has great web design.


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Owned Marketing: Facebook

Why?80% of US social network users prefer to connect with brands through Facebook.

Facebook Demographics:845 million active users57% female46% are age 45+81% have some college education or more58% have individual income of $50,000-$100,000+

How to be effective?Tell your story!Schedule your weekly updates.Use Facebook Insights to discover audience trends.Think outside the box through Facebook contests.Use images and video for your content updates.Don’t sell, interact and educate about product and services.Engage with your Facebook community.Engage with other Facebook pages.Post influencers content.Use the @ feature to tag fans or customers for personal touch.


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Earned Marketing: HTF

How? Earn a story in Hometown Focus by talking to:Jean Cole, Editor, at [email protected] Asbach, CEO and Co-founder, at [email protected]

Why? They are the first community driven website and publication in the state of Minne-sota and are the winners of the 2009 Joel Labovitz Entrepreneurial Vision Award. This grassroots magazine will lead to over 150,000 impressions per week from view-ers and readers located directly in the heart of the Iron Range. It has 500 distribu-tion outlets including gas stations, grocery stores, local businesses and an abundance of other high traffic areas along Highway 53, Highway 169, and other central routes for tourists, cabin goers, and locals whom enjoy the outdoors.


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Earned Marketing: Guerilla Marketing Facebook

1. Use Your Imagination.Guerilla marketing is about the unconventional.

2. Go Big or Go Home.Big doesn’t have to mean expensive – be memorable to get people talking.

3. Let Your Audience Do the Talking.Authentic word-of-mouth is the best form of publicity. Devise your plan, carry it out and then step back and let your audience do the rest of the work.

Proposal:Construct a large scale dog house with all aspects of IMS and Grand Log siding to highlight Grand Log Homes product and services of turning any home into a log home. Take a picture with a dog in it and another with a mans legs sticking out. The picture of the dog in the Grand Log dog home is to appeal to our target market of female baby boomers. The other is to appeal to the male influencers. “If you get put in the dog house at least you’ll be warm!” is a suggested subheading. The two pictures will have the tag line of “Turn any home, into a log home!” and contest details in the post saying like, share, and comment for your chance to win Grand Log Home’s hybrid log dog home.

Why? Through primary and secondary research we found that family was one of the most important aspects of log home consumers lives. In 2011 national survey, 63.2%, considered their pets to be family members. There are approximately 70 million pet dogs in the U.S. and 56.7 million households own a dog. This idea will create inter-net buzz with a large demographic segment leading to more awareness.


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Paid Marketing: Guerilla Marketing Flyers

Turn ANY home, into a log home!

| www.grandloghomes.com

GrandLogBrochure.indd 1 4/25/14 3:24 PM

Guerilla Strategy Placement:UMDCanal ParkHampton InnCanal Park InnDuluth PackI Love Duluth StoreDeWitt Seitz BuildingLake Avenue Cafe Vertical EndeavorsFitgers ComplexTrail FittersPark Point Marina InnBarkers Island MarinaLakehead Boat BasinSpirit Lake MarinaHarbor Cove MarinaNorth Shore Docks & Lifts

We also recommend other places in Northern Minnesota that attract affluent baby boomers within our target segment.

Why?3.5 million tourist travel through Duluth each year, mainly in the summer. Canal Park is one of the most visited places.


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QR Reader

Reduce Lead time by integrating QR Readers on all flyers and print advertising. These easy to create symbols allow mobile con-sumers to scan and directly go to the Grand Log Homes website. These should be put on all print advertisements.


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Paid Marketing: Google Paid Search

Why?60% of all organic clicks go to the top three organic search results. Google Search is the most used search engine on the World Wide Web, handling more than three bil-lion searches each day. Get in the local listings on Google (this is free) because 71% of all online searches are related to local businesses.

Google AdWords:Google AdWords is a pay per click advertising that increases website visibility through the Google’s search engine. Use sample keywords such as: Log Homes, half log siding, cabins and new homes.

Tool/Measure: Google analytics will help the company keep track of their online presence. With this tool they can track many aspects of their business from how many people are on their google page, to finding what keywords are attracting people to your site. Also this tool is completely free as long as your website does not generate more than 10 million hits per month.

You!Your Competition!


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Paid Marketing: WDIO

Sponsored advertising during the Sunday night weather is a great way to reach the target audience. Sponsored advertising includes a billboard with the client’s sell line and logo, followed by a :30 commercial unit. Each commercial is estimated to reach 20,000 viewers. In the wretched drawn out late winter months and early spring months, consumers will be eagerly awaiting forecasts wishing they were in a Grand Log Home.


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Paid Marketing: HTF Ads

How? Tylor Asbach, Creative Sales & Service, at [email protected]

Why?Consistent impressions in the local mediums such as HTF will lead to recognition amount people who care and support local business. This medium also allows for expansion into multi media marketing.


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Paid Marketing: Marketing Intern

Why?A marketing intern can help with all aspects of social media, public relations, and marketing in general.

Requirements:200 hoursPaid, recommended $10-$15/hr.Official placement agreement

How?Duane Cass, Intern Director, [email protected]’s GoldPASS, goldpass.umn.edu


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Paid Marketing: Videography

Hunter Gulan

Why?Graphic Design and Marketing student at UMD.Owner and photographer of H. Emerson Galleries.Earned a competitive film and editing internship at YoBeat which is one of the snowboarding industry’s largest sites.Originally from the Iron Range, he produces world class commercials and films at a fraction of the price.

Portfolios:http://www.emersongalleries.com/ http://vimeo.com/hemersonimagery

Contact:(218)[email protected]


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Paid Marketing: Graphic Design

Dusty Fore

Why?Graphic Design student at UMD.Owner, designer, and operator of Oscar Grizzi clothing.Does professional branding, logo design, flyers, brochures for a fraction of the cost.

Portfoliohttp://oscargrizzi.com/

Contact:(320)[email protected]


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AwarenessCreate

IntrigueSeek

InformationBecome a

LeadPurchase Affirmation

Decision Continuum

Awareness: This is a major focus of our communication plan for Grand Log Homes. In order for people to ever want to purchase the product, they need to first know it exists. We plan to do this by advertising with WDIO, Hometown Focus magazine, flyers, and Facebook.

Create Intrigue: After people become aware of Grand Log Homes, they need to be intrigued to learn more about the company. We will create this intrigue by using videography, log home doghouse giveaways on Face-book, and professional graphics.

Seek Information: The intrigue will cause consumers to seek out addi-tional Information about Grand Log Homes. The Grand Log Homes web-site will be the ‘hub’ for information and we recommend Google AdWords, search engine optimization, and QR code readers to make finding the web-site quick and easy as possible.

Become a Lead: This step is where consumers are starting to interact with Grand Log Homes. With encouragement to interact on the Grand Log Homes website, people will start contacting by emailing, phone, or Facebook.

Purchase: This is where the consumer will make the purchase from Grand Log Homes. Buyers reach this stage if the previous four stages have been successfully accomplished.

Affirmation: We want customers to pay for the Grand Log Homes after sale service and to feel good about their purchase. We recom-mend encouraging customers to share photos of their newly built log homes on the Grand Log Homes Facebook page and to stay in contact with the customers.


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Timeline

January February March April MayJune July August Sept. Oct. Dec.Nov.

Website

Facebook

HTF Ad

HTF Story

WDIO

Intern

Ad Words

Creative Design

Flyers

Videography

Dog Houses


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Budget

Website $20,000Doghouses $2,000Google AdWords $7,500Flyers $2,000HTF Ad $12,760Videography $3,500Creative Design $3,500Intern $4,000WDIO $6,825Total Marketing Expense $62,085Remaining $1,915

The remaining portion of the budget is a flexible buffer to allow allocation to the most effective marketing medium.

WDIO

Intern

Creative Design

Videography

HTF Ad

Flyers

Google AdWords

Doghouses

Website


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Measurement/Evaluation

Website $20,000Doghouses $2,000Google AdWords $7,500Flyers $2,000HTF Ad $12,760Videography $3,500Creative Design $3,500Intern $4,000WDIO $6,825Total Marketing Expense $62,085Remaining $1,915

Doghouses 10,000 Likes x100 Views/Like = 100,000Flyers 2,000 Flyers x 100 Views/Flyer = 200,000HTF Ad 26 Weeks Ads x 8,100 Copies = 210,600WDIO 13 Weeks Ads x 20,000 Views/Ad= 260,000Total Impressions = 770,600

Total Marketing Expense/Estimates Impressions= $62,085/770,600= $0.080567091/Impression

Google Analytics: will be the main tool of measuring Google search and finding what keywords are attracting people to your site. Facebook Insights: will let you know what is the best time to post, what is working in your posts, amongst other valuable information.Unique IP address to Grand Log Homes: will be the main way of tracking overall marketing effectiveness since this is the primary means of becoming a lead.


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