Strategic Plan. A ROAD MAP FO R ACCO M PLI S H I N G PO S TG RE E N H O M E S 2 013 -2 014 B R AN D I N G G OAL S
Po s t g re e n H o m e s August 20, 2013
The contents of this document are considered confidential and are the property of Postgreen Homes. 2
Index. O ver view
03
Back ground
06
Current Challenges
08
G oals and Strateg y
11
D eliverables
53
1
2
Overview
Postgreen Homes (PGH) is looking to grow recognition for their brand as a renowned eco-conscious home development company at local and national levels. PGH seeks to increase sales as well as overall awareness of the PGH product, while creating a process that is turn-key for internal marketing personnel. Postgreen Homes has engaged At Media to create a Plan of Action to re-energize their brand and attract new customers, as well as impact sub-brand sales. To that end, At Media has developed a strategic plan for the branding and marketing of the PGH parent brand, and each sub-brand that PGH develops. Additionally, At Media will design and oversee a rehaul of the PGH website and sub-sites that will engage and excite consumers. The following document outlines the project goals, discovery process, reviews all collected data and insights, and provides recommendations that will guide a phased approach for action.
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External Team
The team outlined in this section has worked collectively to gather the data presented in this document, and have used it to develop their recommendations to implement effective branding and marketing strategies moving forward.
At Media is the branding firm hired to complete the plan and strategy to refresh Postgreen Homes’ current brand, web presence, and marketing approach.
A nto i n et te M a ri e J o h n s o n , CEO Ty l e r R . We s tn e d ge , Cre ative D ire c to r E li s e Co nway, S e nio r A c c o u nt E xe c utive
The boutique firm has been engaged in an effort to increase recognition of the PGH brand, as well as drive
C h ri s Ri c h a rd s , A c c o u nt E xe c utive
sales to the new Folsom Powerhouse sub-brand and
Ri s a Ze ll e r, B ra n d M a n a ge r
remaining, available properties. The team members
Ia n T. B e r g , Le a d G ra p hic D e sig n e r
on this project are responsible for strategy and implementation.
D y la n G a r n e r, G ra p hic D e sig n e r
The website development partner for this project
Pat r i c k L u c y, Pa r t n e r
is Nimblelight. They are also responsible for the
B r ia n M e l to ny, Pa r t n e r
current PGH website. They will be assisting with the development of PGH’s approved web design for both the parent and sub-brand sites.
At Media will be providing Nimblelight with the strategy and designs approved by PGH, and will work with Nimblelight to help produce and launch valuable web components to the PGH brand. Nimblelight will be focused on customizing the Wordpress templates, building mobile versions of the sites and providing PGH with updates to the overall site structure. Nimblelight will also be responsible for implementing the SEO strategy.
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Data Collection
The data and feedback presented in this document was collected by At Media in an effort to fully discover the challenges and opportunities for the PGH brand. Online surveys with strategic brand perception questions were conducted between June and July of 2013 with the following participants:
St a ke h o l d e r B r a n d D i s c ove r y
A ll o f t h e 4 s ta ke h o l d e r s
Cu s to m e r B r a n d Pe r c e p t i o n S u r vey
14 P G H c u s to m e r s
Pa r t n e r B r a n d S u r vey
25 P G H p a r t n e r s ra n g i n g f ro m d e ve l o p e r s to h i g h ly i nte re s te d p re s s i n f l u e n c e r s
Glossary
Pro j e c t s - All development projects created by
I d e ntiti e s - The term, names, design and symbols
Postgreen Homes
or any other feature that identifies PGH from others
S u b - b ra n d s - Separate, complimentary brands
Pro d u c t s - A good or service made available to
developed by the parent brand PGH
Postgreen. Important to address future goals.
B ra n d Pe rce p ti o n - The sum of all experiences
related to the product, service and companies that deliver the brand’s promise
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Background
Brand Story Postgreen Homes was created to fill a gap in the
the way. He welcomes new homebuyers by saying
Philadelphia and National housing market. At the time,
“Welcome to the Postgreen family.” It’s more than a
there was a lack of high design, high quality, and high
business for him, PGH is a lifestyle. It’s a community
efficiency homes at an attainable price point available.
that has the power to impact the city beyond the limits
Chad Ludeman, founder and creator of PGH, is the
of traditional real estate companies.
source of passion behind this brand, and has grown
“
factors beyond earning potential, Chad has built PGH into a brand that is dedicated to a growing customer base; attracting savvy, urban, eco-conscious people, while earning local and national recognition along
Purpose PGH Serves PGH is re-defining the eco-conscious housing market by creating homes and communities that are not only socially and environmentally conscious, but accessible to a wider range of customers. By designing homes that are visually appealing, functional, and customizable, they are able to broaden the market for eco-friendly homes. At its core, the attractability of a PGH home is the impact it can have on the lifestyle of the buyers while simultaneously adding one more responsible home to their surrounding community and beyond.
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When we purchased our home, Courtney
and Chad lived up the street and became our friends as well as our neighbors.
“ “
- Customer
“ “
line approach: people, planet, and profit. Driven by
“
the company with dedicated focus on a triple bottom
Where other companies have a business, Postgreen has an ethos.
- Customer
It’s a very human enterprise, full of respect for the buyer, the home and the craft of bringing them together. - Customer
Current Target Market
• Ages: 27-39 years old
• Active online, and in social media net
• 9-5pm professional, income starting at least $65,000.00/yr. • Works and/or lives in Philadelphia, the
works
• Seeks alternatives from the typical
• A genuine interest in making Philadelphia a better place
Philadelphia Suburbs, South NJ, Central NJ, NY area
• Attempts to be eco-conscious and
American lifestyle • Appreciates high-quality design • Likely uses public transportation and/or bikes regularly
environmentally responsible
• Likely DINKs or young families
• Lives with purpose
Top Reasons Customers Choose PGH:
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Other
Quality of Work
Space
Live in Green Community
New Construction
Price
Location
5
Efficient Home Design
10
Modern Home Design
Percent
15
0
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Current Challenges • Brand Clarity with Development Partners • Defining the Target Audience, Clearly Describing Postgreen Home’s position • Brand Recognition
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Goals and Strategy
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1
Increase Sub-Brand Awareness and Sales
2
Improve PGH Brand Message and Identity
3
Improve Online User Experience and Search Engine Results
4
Develop an Ongoing Marketing Strategy
Goals and Strategy Outline
This document will provide Postgreen Homes with a clear set of findings that drove At Media’s recommendations and Plan of Action. The following are target goals that At Media and Postgreen Homes have identified as critical to revitalizing the Postgreen Homes brand.
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Increase Sub-Brand Awareness and Sales
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Improve Online User Experience and Search Engine Results
• Unify sub-brands with the PGH brand experience
• Design and develop new PGH website
• Develop new sub-branding process
• Increase search engine rankings and results
• Develop on-site “brand experience”
• Develop content marketing strategy to aid continued brand awareness and SEO efforts
• Create web and marketing sub-branding process
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Improve the Postgreen Homes Brand Message and Value
4
Develop Ongoing Marketing Strategies
• Define brand vision and differentiators
• Develop and initiate marketing plan
• Renew the brand position and messaging
• Develop PR media list and campaign • Develop social media campaign, content, and outreach • Monitor and report progress
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1
Increase Sub-Brand Awareness and Sales
1
Increase Sub-Brand Awareness and Sales • Unify Sub-Brands with the PGH Brand Experience • Develop New Sub-Branding Process • Develop On-Site “Brand Experience” • Create Web and Marketing Sub-Branding Process
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1
Increase Sub-Brand Awareness and Sales
Unify Sub-Brands with the PGH Brand Experience
Make each project a clearly identifiable PGH product • With copy-cat modern developers now and in the future, it is apparent that PGH should help audiences clearly identify PGH projects in a sea of lesser comparables • Make the differentiators of a PGH sub-brand clearly unique and identifiable • Bring to life the unique elements of each sub-brand i.e. Folsom’s community greening aspects vs. the Skinny Project’s exterior facade tattoo screen print • Unify all sub-brands as PGH projects in the same fashion on as many mediums as possible. (i.e. each sub-brand has its own color and that color is represented on all of the subbrand’s materials)
Going Forward • Highlight new and groundbreaking elements of the subbrand that are different and unique • Develop URL specific to each sub-brand’s name, implement template for all sub-brand sites so they have the same foundation with different images and elements • PGH must be visible within the sub-brand. Customers should associate the sub-brand as a part of PGH.
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Ex: Create a “seal of approval” for all PGH
sub-brands that link the concept from online
(websites) to in-person (stamped on sidewalk)
Increase Sub-Brand Awareness and Sales
1
Develop New Sub-Brand Branding Process Naming of sub-brands
Develop this sub-branding process as a guideline
• Normalize the process of naming a sub-brand so
• Create a document to guide any PGH person as they
that all PGH sub-brands, particularly development
brand any new sub-brand
projects, are clearly identifiable as PGH • Introduce this guideline to new Partners so that they • Help audience members clearly identify the
are clear on the naming and branding process of the
location of the project to immediately generate
project they are supporting
interest in the community aspect of the project • Include messaging, photography and other branding • Consider adding the unique architectural detail,
items in the guideline to streamline all marketing sub-
product or materials used as part of the name
branded efforts
Brand elements • The unique elements of the brand should highlight materials used, as well as different architectural aspects of the sub-brand • All branded elements should use the same font type as the PGH brand, and/or secondary fonts • The identity of the sub-brand should be compli-
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mentary to the PGH brand colors, and consistent on all materials including the PGH parent website, etc.
Promotional/marketing materials • Create a normalized process to easily update and produce promotional materials with sub-brand
Customers say that location is the most important factor to buying a home.
identities
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1
Increase Sub-Brand Awareness and Sales
Example: Target Sub-Branding
Target does a great job at creating, designing and marketing their own sub-brands, while still maintaining the uniqueness of the products. Shown below are three separate sub-brands created for different divisions within Target.
Up & Up is Target’s sub-brand for all health and beauty care products
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Increase Sub-Brand Awareness and Sales
1
Examples of Parent and Sub-brand Identities
Simply Balanced is a Target sub-brand of wholesome food products made with simple and recognizable ingredients that follow the USDA oranganic guidelines
Market Pantry is the overaching sub-brand of all food and beverage products for Target
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1
Increase Sub-Brand Awareness and Sales
Develop On-Site “Brand-Experience” Develop on-site signage templates • Post signage around new developments, identifying them as PGH properties, as well as promoting their specific sub-brand identity
Develop the on-site environmental “brand experience” Examples of on-site brand experience • Before and during development of the project, include sub-brand identity in signage so that people will start to clearly recognize the PGH project
- Make use of the high-quality renderings, by
posting life size signage
- Include project specifics
- Introduce ways for audience members to interact (ie hashtag, qr code)
• Branded imprint/stamp on the sidewalk • Number plate to indicate the sequence of the property • Unique container to hold flyers on-site • Branded flyers that are a FAQ sheet of all of the sub-brand information • Sub-brand launch event • Upon purchasing a home, give out a packet of subbrand promotional materials and swag to owner
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66%
of PGH customers say that the parent brand’s reputation is a motivating factor for purchasing a home in a new development
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1
Increase Sub-Brand Awareness and Sales
Create Web and Marketing Sub-Branding Process
Web Presence
Social Media Cont.
Currently, sub-brand pages are buried in the blog,
1. Each sub-brand should be promoted
external media results and partner developer sites
using a dedicated #hashtag
(reNewbold for example). Searching for sub-brand
- #folsompowerhouse
names does not bring up definitive results that
- #reNewbold
PGH currently owns.
2. Include the sub-brand’s hashtag on all
mediums featuring the project,
• Creating sub-brand micro-sites and populating
such as brochures, posters, flyers, etc.
them not only with image content, but descriptive
3. Develop a photo album for
pieces of the homes, will aid SEO and online PGH
each sub-brand on Facebook with #hashtag
association
4. Dedicate content to one post per week specifically for a sub-brand that PGH is
• Update the sub-brand sites with any featured news coverage, so that content is fresh and crawled by search engines
seeking press or pre-sales
Public Relations • Continue building/developing the current media
• Display the sub-brands on the PGH website
list, culling down list to publications that are specific
uniformly (more on PGH main site strategy)
to each sub-brand
Imagery and Photography • Images used can be renderings, floor plans, and architectural drawings but also, detailed product images from sourced materials and details from the properties • Hire freelance photographer to provide 30 images and retouch for each sub-brand - $150 budget
Social Media • Each sub-brand will be promoted by the PGH main brand, not separate accounts. This makes it easy for one person to manage all social media from a central location
• Develop schedule of significant events surrounding the development and launch
1. Ground Breaking
2. Ribbon Cutting/Launch
• Host these events more regularly to increase brand awareness • Pitch media contacts based on schedule and relevancy, include television contacts for live events
Sub-Brand Launch • In-Person Event
1. Develop unique event around the
launch, with the goal of increasing
pre-sales but mainly raising awareness
about PGH. Surround the theme around
a unique element of the sub-brand: Ex. Block party launch for Folsom Powerhouse includes a live demonstration from the featured artist, and organized games in the park nearby. Live social posts from #folsompowerhouse during the event, and in all materials.
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“
“
For a while there PGH dominated
on social media and in the local press. It would be good to see them get back into the swing of things in regards to promo and developing their mystique.
- Partner 21
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2
Improve the Postgreen Homes Brand
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Improve the Postgreen Homes Brand Message and Value • Define Brand Vision and Differentiators • Renew the Brand Position and Messaging
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2
Improve the Postgreen Homes Brand
Define Brand Vision and Differentiators
Going for ward, it is impor tant that PGH has
Adopt the PGH Voice
a defined brand vision. This will assist in the
It is clear that a major influencer in the PGH
development of the long term strategic position
brand and the most positive customer reviews
that the brand will take in the market as well as
sur face around Chad’s personality. As PGH
in the consumer mind-space. Additionally, all
grows, adding more products, ser vices and
stakeholders and par tners should agree upon
locations to their reach, the voice of the brand
the vision and have a role in accomplishing it
should be consistent and apparent. PGH should
together.
adopt the personality and voice of the best-
Brand Vision To become the preeminent developer of modern,
version of Chad moving for ward in all PGH materials. This should be present in all brand guidelines to guide use of the voice.
eco-conscious urban homes that are accessible and customizable for buyers looking to live
Brand Positioning
healthy lives. First in the Philadelphia region,
Developing a brand position is necessar y
then beyond.
to take PGH to the next level. Currently,
Define the Postgreen Difference and Values
the position is not clearly presented, and the values that drive PGH are not visible in
Clearly illustrating the PGH values and
the communication materials. Defining the
dif ferentiators (both visually and verbally) will
following will help potential customers identify
show your potential customers what solutions you
with PGH as well as understand the reasons to
are providing, what your benefits are, and why to
respond to the call of action.
choose PGH over the competitors
• Sustainable and Attainable • Customized and Personal • Uncompromising dedication to Quality and Innovation • Triple Bottom Line: “People, planet, profit” • Modern yet Warm
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A clear Slogan/Tagline/Motto This will give customers an intriguing glimpse as to why to choose PGH
Improve the Postgreen Homes Brand
Shor t and concise, no more than two sentences that defines who you are, who your target market is, and why to choose Postgreen Homes
Mission Statement The PGH mission statement should be strong and define the PGH standards and values, as well as your dif ferentiators. The Postgreen Homes Dif ference should be more than a blog series, it should be an integral par t of all messaging and be clearly defined on the about page of the website.
Customer Testimonials PGH has the luxur y of an inviting customer base, and should make use of it more of ten. They are brand ambassadors, and are excited to be apar t of the Postgreen Homes’ Family. Making use of not only their quotes, but photos of them and their homes will humanize the PGH brand, as well making the proper ties seem warmer and more vibrant.
“
We feel like we bought into a large family of owners.
“
Positioning Statement
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- Customer
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2
Improve the Postgreen Homes Brand
Here is what your customers think about the PGH brand
the company
Enjoy the personal approach Chad brings
• The most commonly used terms to describe PGH; sincere, genuine, family oriented, friendly, modern
“
“
Highly influenced by the brand or perception of
Chad provides great customer service. He’s a very friendly, genuine guy, and he builds a great house.
• 5 out of 14 PGH customers found Postgreen online, the most commonly sited lead generation tool
Refered to PGH by a friend
“
- Customer
“
They searched and found you - Online!
They are more about the home and the customer’s satisfaction than making a
29% of PGH buyers learned about the brand from a friend
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dollar.
- Customer
64%
of customers surveyed said that the way they felt they were being treated was most important to them
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2
Improve the Postgreen Homes Brand
Renew the Brand Position and Messaging Despite the overwhelmingly positive response received from current customers, the brand position and messaging need to be further developed to increase audience participation
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• Currently, the way PGH has positioned itself and its sub-brands is exclusionar y. Instead of defining the dif ferences of PGH in a positive, open tone, the verbiage tends to shut out, rather than invite prospective owners. Exclusionary examples from Website
“At Postgreen we are trying to build homes for those people who are no longer interested in the race for more stuff and a bigger place to store it. We are trying to build homes for the many, many lifestyles that don’t mesh with the majority of homes being built. We believe that every home should be energy efficient, healthy and well designed. We believe that size isn’t everything. We believe that quality can be affordable.” • “We believe” seems pretentious and forceful. Let the consumers picture
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“These are not your average American homes. Their focus is not on more bedrooms, bathrooms or more square feet. They do not try to mimic the past. They do not aim for mass appeal. They are homes for people who want something different, something more responsible, something better.” • The use of negative descriptors (using the word ‘not’) immediately creates a sense of exclusion
what they want and what they believe by describing the buyer profile.
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“While we might not be designing the home for everyone, we know there are a lot of people out there who see things our way. Hopefully, you are one of them.” • Help the consumer see the meaning in the homes, and that it’s for them, not for you the builder. Don’t be hopeful, be so confident that there is relief in the consumer’s mind - Oh, they get me! I am not alone!
Postgreen homes can be for everyone. Inspire and entice consumers with your values and differentiators.
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“
“
There’s a lovely irony in that while the Postgreen experience may begin with an interactive form on a website, once the ball is rolling you never once feel like you’re dealing with a machine.
Customer -- Customer 29
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3
Improve Online User Experience and Search Engine Results
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Improve Online User Experience and Search Engine Results • Design and Develop New PGH Website • Increase Search Engine Ranking and Results • Develop Content Marketing Strategy to Aid Continued Brand Awareness and SEO efforts
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3
Improve Online User Experience and Search Engine Results
Design and Develop New PGH Website
Design and develop new PGH website
Web Voice and Tone
• Consolidate the two websites into one site.
• Friendly, honest, transparent, quirky, fun
This can be easily taken care of by redirecting
• Oppor tunity to streamline and clarify copy while
postgreen.com to postgreenhomes.com
still maintaining the current voice and tone
• postgreenhomes.com
• postgreen.com
The website currently is managed by three separate CMS tools • Custom CMS • WordPress CMS (Blog) • Customization CMS
In order to unify the Postgreen Homes brand across the web, a switch to all WordPress is recommended • Pages can be added, edited and curated in WordPress CMS and easily updated with content throughout the site • Sub-brand pages can be separate WordPress sites • All sites will be grouped together in one central WordPress login • Sub-admin access to cer tain sites or pages can be granted
Improve Sitemap to create a better user experience and flow • Site map (Fig 1) • Main navigation (Fig 2) • Sub-navigation (Fig 3)
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Current Copy Example
“People have been kind enough to say a lot of nice things about us. We try to keep a list of the best of them.”
Examples of Streamlined Content
- Here’s what people are saying about PGH
- Find out what’s being said about PGH
- An actual quote, with a “learn more” link
to more testimonials/press - Press/Media
Include larger and higher quality photography of finished sub-brands • Create a sustainable way to produce high quality photos for the sub-brands
AirBnB model
Pay freelancer $100 to shoot a house and
retouch
- Capture photos before, during, and after
people have moved into the houses, and
add them to the sub-brand sites
- Show examples of individual rooms
(such as the kitchen, bedrooms) that will
work in multiple projects
Improve Online User Experience and Search Engine Results
fig.1
3
Site Map
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3
Improve Online User Experience and Search Engine Results
fig.2
Main Navigation Content
Home
About
Clear and concise PGH message
A clear explanation of PGH’s values and background
Display current, past, and future projects
Keep your audience up-to-date (as “Blog”)
• Main purpose is to show what PGH is, and why their homes are right for you (What and Why)
• The Postgreen Difference - Mission
• Projects pages should be visually exciting
• Our Story - Team, photos and background
• Include project overview and specifications
• Determine topics and make them easily accessible and sortable to users (Design, PGH news, Press, Industry News, Sustainability, etc)
• Links to available listings and customization if applicable
• The content schedule can be organized and defined by topics
• Featured Press to show exciting developments
• Make PGH the go-to source for green living and development tips and news
• Integrate content throughout the site to entice users to learn more about the PGH brand - Projects - Featured Listings - About (Positioning) - Featured Press - News Articles - High Quality Imagery - Testimonial Quotes
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• Testimonials - Highlight the “Postgreen Family” aspect, with photographs of homeowners, as well as their homes
Projects
News
• Increase sharability on articles
Improve Online User Experience and Search Engine Results
3
Partners
fig.3
Sub Navigation Content
Listings This section is integrated throughout the site. Its main purpose is to show available “properties” (not projects) for sale and for lease. It is the avenue the users go to when seriously considering purchasing or renting a property. • Geared towards the specific sale or lease of property and not the project
Press
FAQs
Displays all press
Shows FAQs
mentions of PGH. Moving forward these mentions could also be posted on the News page.
Partners Lists PGH’s past and current partners • Normalizing where and how the partners are shown on the PGH and sub-brand sites will help streamline the message
• Ability for user to search by neighborhood, price point, sale or lease, residential or commercial • Shows how easy the PGH process is to buy/rent • Properties can be customized when applicable
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3
Improve Online User Experience and Search Engine Results
Increase Search Engine Ranking and Results
Build search engine friendly website • Identify keywords and search phrases for better search engine results - the PGH blog should be a primar y driver of traf fic to the website • Traf fic Oppor tunities: The following are sample searches that have lead people to discover PHG in the past, based on analytics. They represent an oppor tunity to continue building content that caters to searches in the future.
General Home-buyer Searches “Af fordable modern homes” “Af fordable green homes” “Af fordable eco modern homes” “Modern townhouses” “Cheap modern house”
House Feature Searches Focus on unique features of each project and specific material-related keywords “Super insulated houses” “Expanded cork siding” “Double studded walls” “5.1 surround sound wiring” “Rectangular planters” “Stickwood applied to walls” “Insulated Walls”
Philadelphia Related Searches Take advantage of local real estate market searches to stand out as a unique developer “Modern Philadelphia Townhouses” “Green Homes Philadelphia” “Sustainable Modern Homes Philadelphia” “Philadelphia Green Homes”
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Improve Online User Experience and Search Engine Results
3
Develop Content Marketing Strategy to Aid Continued Brand Awareness and SEO Efforts Formulate a content schedule for better search engine results
KEYWORD SEARCHES/MO.
LOCAL SEARCHES/MO.
PGH CAPTURED VISITS/MO.
165,000
• Create a schedule of upcoming announcements and ar ticles to release in a timely fashion. Designate
201,000
one individual to curate the web content to ensure freshness, relevance, and customer value.
- The blog curator should be knowledgeable
in all things Postgreen, and should
ultimately drive the content based on
detailed knowledge of PGH materials,
construction processes, and home features
- They should identify popular blog topics
from analytics and SEO goals to provide
content oppor tunities
6,600
93%
• Maintain a list of recommended blog topics,
of customers would prefer to hear
based on Google’s keyword research tool. These
about updates on PGH
topics incorporate keywords that show high
through email or social media
monthly search rates both locally and globally. They should be creative titles and topics that integrate valuable keywords and reflect some of Postgreen’s personality
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“Insulating Basement Walls the Postgreen Way”
2
“Green Roofing Materials: What You’ll Want Up Top”
3
“What You Should Know about Triple Pane Windows”
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“Getting High with a Roof Deck Over the City”
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“Extreme Air Sealing: Goodbye, Leaks”
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“Home Automation for Dummies”
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“The Cherr y on Top: Whole House Audio”
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“ What’s the Deal with Air to Air Heat Pumps?”
Create a quarterly newsletter to inform all PGH customers of new sub-brands, events, and blog posts. Newsletter will maintain the look and feel of the PGH brand, and further build the relationship with the customer/consumer. • Create a community of PGH customers by keeping people connected after purchasing/renting their home • Customize newsletters based on audience, whether it is current customer or potential customer
Create an announcement email template to announce news in-between quarterly newsletters
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Develop Ongoing Marketing Strategies
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Develop Ongoing Marketing Strategies • Develop and Initiate Marketing Plan • Develop PR Media List and Campaign • Develop Social Media Campaign, Content, and Outreach • Monitor and Report Progress
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Develop Ongoing Marketing Strategies
Develop and Initiate Marketing Plan
PGH can increase visibility to new target audiences, generate new leads, and build overall brand awareness
Marketing goals • Increase awareness of PGH brand • Increase sales • Expand reach to new audiences
Develop an ongoing marketing plan Identify key roles to continue turn-key execution • Assign team members specific roles and tasks • Develop checklist of duties
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Develop Ongoing Marketing Strategies
4
Develop PR Media List and Campaign
Position Chad as the expert on environmentally conscious development • Chad should be the go-to source for any repor ter writing on this topic • Create a media kit on Chad’s behalf
Continue building and developing the current media list • Monitor and adjust as needed • Build relationships with writers/journalists
Develop a pitch timeline that takes into account the following criteria • Publications’ topic schedule • Any national topics relevant to PGH • Scheduled events within PGH
- Major sub-brand announcements or updates
- Product development announcements
Develop press pitches based on the above information Be aware of any current trends, topics, or breaking news in any of the following areas that PGH can be the authority on, and pitch appropriately • Real Estate • Development • Green Development • Eco-Conscious Lifestyle • Eco-Concious Building
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4
Develop Ongoing Marketing Strategies
Social Media
Postgreen Homes aims to become the go-to developer
• Content shared across social media platforms
for consumers interested in buying or leasing efficient,
• Share Instagram and Vine posts on both
sustainable, modern homes. To reach this goal, PGH
Twitter and Facebook
will need to communicate its superior knowledge and exper tise on green living. Social media platforms
Social Media Campaigns
provide a great oppor tunity to showcase PGH’s
• Social media campaigns are effective for
exper tise while keeping users engaged and up-to-date.
increasing brand recognition, reach, and lead
In driving Postgreen to become the go-to green
generation
builder, you can first reel people in by becoming a
• Types of campaigns include: photo contest,
relevant and useful resource for green living tips and
video contests, caption contests, ‘fan favorite’
recommendations.
competitions
Social Media Content • Internal links
Ex: A photo contest in which people submit photos
of a ‘problem’ in their house or something they
would like to work better/more ef ficiently
(ie, a leaky roof )
• Postgreen site (News, Events)
• Sub-brand sites (Folsom Powerhouse)
• List all influencers in markets for targeted growth
• Blog Posts
• They have the ability to reach a wide audience
- Content derived from blog can be
by integrating multiple social media platforms
translated into multiple Facebook
(Facebook, Twitter, Instagram)
and Twitter posts
- On Facebook, a specific app would be
• External links
created for the campaign
- On Twitter and Instagram, a specific
• Press on Postgreen Homes
- Use google aler ts to be notified of
hashtag would be designated for
new stories on Postgreen
the campaign
- Post timely information and share
stories quickly af ter they are
published
• Relevant ar ticles and media,
with topics including
- Green building
- Sustainable living
- Energy ef ficiency
- Local news (highlighting
neighborhoods where Postgreen
homes are located)
- Community development in
Philadelphia
- Sources of inspiration (home
design, architecture, green
initiatives) 42
“
We struggle between maintaining both
“
personal social media accounts (with larger followings usually) and company ones at the same time with good quality for both. Facebook campaigns, events, mail and email marketing suffer the most of all we do currently.
- Stakeholder 43
10%
0
44
Content Marketing
SEO / SEM
Social Media
30%
20%
Based on your experience, how is Postgreen Homes currently reaching target market?
30% says Social Media
Promotional Events
Newsletter, Email Marketing
Sales Representative
10%
0 45
4
Develop Ongoing Marketing Strategies
Develop Social Media Campaign
Facebook Advertising
Example Facebook
• Facebook advertisements enable you to reach a
Advertising Campaign
targeted audience, drive traffic to the website and
Given the success of previous
expand your Facebook reach
Facebook campaigns, we recommend continuing to implement the strategies
• Advertisements can either link to your website or earn a ‘like’ for your Facebook page. There are advantages to each, and both types can be run simultaneously
• Linking to website brings interested Facebook
users to the PGH site directly
• Gaining ‘likes’ means users will be brought to
the PGH Facebook page, and will be subscribed
to PGH Facebook updates and receive posts
from PGH on their home feed.
• Develop a targeted ad campaign
• Identify audience based upon
location, age, interests, family status
• Develop ad copy specific to each
target audience and target division
already in place
Previous Campaign Parameters • Specific interests
- Sustainable, Low-emissions house, Green living, Sustainable Architecture, Lease, Rentals
• Demographics - College educated, 26 and older, within 25 miles of Philadelphia • Ad copy summed up Postgreen Homes’ brand message
- “Modern, efficient, environmentally- sound living in Philly. Customize your space today.”
Campaigns like this can be easily duplicated and run on a monthly basis with a small dedicated budget Budget: $60 New Likes: 92 Reach: 9,700
46
Develop Ongoing Marketing Strategies
4
1640
Ad Campaign Results
1620
1600
Facebook Fans
1580
1560
1540
1520
1500
1
2
3
4
5
Days 47
4
Develop Ongoing Marketing Strategies
Develop Social Media Content and Outreach
1780
• Refresh profile to reflect new brand strategy • Post /Interact daily, along Content Strategy
Twitter Growth Results
Interaction 1700
• Retweets, replies • Mention users and use hashtags whenever applicable • Reaching out to influencers and notewor thy users
1620
- Conversations on Twitter
organized by a common interest
(ex: #sustainability)
Followers
• Host or par ticipate in relevant Tweetchats
1540
Growth Campaign • Develop regular list of influencers on Twitter to follow and engage • Current growth campaign resulted in over
1460
500 new followers
1380
k1 Wee
k2 Wee
k3 Wee
k4 Wee
Time
48
ek 5 We
ek 6 We
Develop Ongoing Marketing Strategies
Vine
• Concise bio with a link to postgreenhomes.com
• Oppor tunity to tell a stor y and give a unique perspective
• Showcase dif ferent aspects of the Postgreen brand and give different perspectives
• Videos should be ver y specific
• Increase focus of photos
• Materials used in homes
• Green products/companies - specifically
home related
• Inspirational home/building design
• Postgreen home exteriors
• Postgreen home interiors
• Postgreen construction/work in progress
• Postgreen architectural drawings/mock-ups
• Relevant Philadelphia neighborhoods
• Postgreen Home buyers ( We welcome John
to the #PGH family) featured monthly or more
4
• Green living tips theme
• Playful, instructional videos
• See Lowe’s Vine (@Lowes)
• Ensure quality posts (ex. Lowes)
Interaction • Hashtags whenever applicable • Add videos to relevant channels
• Gives user the ability to find videos when
searching by categor y
• Revine influencers and notable Vines • Follow relevant influencers and engage /interact
• Update at least weekly • Share posts across Facebook and Twitter • Encourage user submissions on all platforms to feature regularly (ex: HipCityVeg’s Instagram)
Interaction • Hashtag whenever applicable • Tag other users whenever applicable, both companies and indivuduals • Post photos with captions that pose questions and elicit a repsonse
49
4
Develop Ongoing Marketing Strategies
Houzz
• Update profile with new identity and messaging, include
“Houzz is the leading online platform for home
remodelling and design, providing people with
images such as icons. Current profile is outdated
everything they need to improve their homes from
• Post weekly
start to finish - online or from a mobile device”
• Expand network
• Encourage team to create profiles and list
• “Houzz is the easiest way for people to get the design
PGH as their workplace • Have employees follow the company’s
inspiration, project advice, product information and
page and promote it within their own
professional reviews they need to help turn ideas into
networks
reality”
Interaction
• Allows Postgreen to display images of their work for
• Have Chad increase connections by importing Gmail
users to browse, save, and share
contacts • Have Chad and others join relevant groups (related to
• A database of local home-related companies with
LEED, sustainability), pointing back to PGH
reviews by users
• Have Chad begin/join discussions and comment on
- Architects, developers, builders are all
existing discussions, linking to PGH where applicable
listed on the site
• Goal of connecting users with vendors/companies
All Primary Networks • Include Facebook, Twitter and LinkedIn on all stakeholders email signatures • Include all primary accounts on links throughout PGH parent website and sub-sites • Tastefully promote the networks on promotional materials • Encourage live tweeting @ PGH events, specifically development project hashtag use
50
that they are interested in working with
Benefits • Create a profile as “a home improvement professional or vendor”
• Include a description, contact
information, photos of work (projects)
that can be divided into albums
• Create “idea books” - similar to a mood
board or Pinterest board
• Users can comment on photos, ask
questions, and participate in discussions
with Postgreen
• Post regularly or at least for new projects
Develop Ongoing Marketing Strategies
GOOD.IS
Architizer
Good.is is a “gathering place and a growing
“Architizer connects architects to a vibrant
collaboratively engage with each other, our
On Architizer, architects and designers upload
toolkit for pragmatic idealists to creatively and communities, and our world.” This could be a great site for Chad to join as an individual to
spread the “Postgreen” values. It is blog content that is either something you “do” or something
you “learn,” all with the goal of making our world
a better place. Although this does not fall into the geographic target market, the site is made up of individuals who think and act like PGH’s target market.
4
network of peers, fans, and potential clients.”
photos of their work and link them to brand pages of products used in the home. Users can then
browse and save projects that inspire them and
products that they may be interested in using. This will expand PGH’s reach by directly giving other
designers, architects, and brands exposure to PGH while benefiting SEO.
• Join site and create a profile page with engaging photos of PGH buildings
• Join site, create a profile, and follow like minded individuals
• Create project pages for each sub-brand, include description and photos
• Post relevant and engaging content on a bimonthly or monthly basis (these posts could be snippets from the already created blog posts)
51
52
Deliverables • Tasks and Materials to be Executed • Timeline for Delivery
53
Deliverables
At Media will manage the project and assign resources to complete the execution at the highest quality, while delivering on the proposed timeline. The Senior Account Executive will report the status of the project, and be responsible for managing communication between all parties. For total estimated hours and cost see attached Statement of Work. Execute the strategy and plan within the following timeline
September 16, 2013: Folsom Powerhouse Brand Launch
1
2
Refresh Sub-Brand Identity
• Logo design (Folsom, and others sub- brands)
• Type and treatments for all materials moving forward
• Templated “Sub-Brand” Guidelines
4
• Guideline
• On-site signage
• On-site brand experience (i.e. PGH seal)
5
Plan to Announce Launch Event
Sub-Brand Microsite Template Design
Develop Sub-Branding Process Guidelines and Templates
• Main & Mobile site(s)
• 2nd PR Announcement: Sept 16
• Email Annoucement: Sept 23
6 3
Development of Microsite (Nimblelight) • Launch determined by Nimblelight
54
Continue other “Sub-Brand Launches with Newly Created Template/Guidelines
• According to client priorities
March 14, 2014: Postgreen Homes Updated Brand Launch
1
2
3
4
Deliver PGH Strategy: August 20th 2013
• For PGH’s brand, web presence and
2014 marketing
5
6
Refresh Identity
Design fully customized website with updated sitemap and structure • Main & Mobile site Development of new website in wordpress (Nimblelight)
• Fine-tune Logo to match the brands updated position
• Define Typefaces and colors for all materials moving forward
• Create Brand Guidelines
• Update branded materials
- Business Cards
- Collateral
- Swag
• Dependant on Nimblelight’s delivery
Continued Marketing Efforts
7
Track and evaluate progress of updated brand identity and messaging
8
Create an ongoing marketing plan with the updated identity and messaging in place
• Introduce advertising avenues
Brand Positioning
• Sponsorship opportunities
• Define voice and persona guidelines
• Define tagline, positioning, and mission
• Define and outline the Postgreen Homes Difference
• Create messaging to be used for all customer touchpoints
• Update Brand Guidelines
• Press achievements on a national and/or international scale • Outline Agency role moving forward
Design and Develop email marketing assets as templates
• Newsletters (project updates, news, press, etc)
• Announcement Template
• Sign Up confirmations
• Customization Submissions
55
Notes
56
Thank You.
57
atmediadesign.com 58
222 B Race Street Phila, PA 19106