Leverage Five: Integrated Marketing Campaign by Joelle Michaela Davis

Contents Executive Summary............................................................................................................................ 8 Introduction: The Challenge ................................................................................................................ 9 Situation Analysis............................................................................................................................... 10 Company Analysis ......................................................................................................................... 10 Goals ............................................................................................................................................ 10 Focus ............................................................................................................................................ 10 Strengths ...................................................................................................................................... 10 Weaknesses ................................................................................................................................. 11 Market Share ............................................................................................................................... 11 Situation Analysis............................................................................................................................... 12 Competitor Analysis  Large Real Estate Firms ......................................................................... 12 CBRE ............................................................................................................................................ 12 Collier’s International ................................................................................................................. 13 Newmark Grubb Knight Frank ................................................................................................. 14 Situation Analysis............................................................................................................................... 15 Competitor Analysis  Architect Firms ....................................................................................... 15 HOK ............................................................................................................................................. 15 M. Arthur Gensler Jr. & Associates, Inc. ................................................................................... 16 ASD .............................................................................................................................................. 17 Veenendaal Cave ........................................................................................................................ 19 Situation Analysis............................................................................................................................... 20 Competitor Analysis  Small Independent Firms ...................................................................... 20 Elocen Group............................................................................................................................... 20 Cassidy Turley ............................................................................................................................ 21 Situation Analysis............................................................................................................................... 22 Climate  Macro-Environmental Scan......................................................................................... 22 Political & Legal .......................................................................................................................... 22 Economic Environment .............................................................................................................. 23

Social & Cultural Environment.................................................................................................. 23 Situation Analysis............................................................................................................................... 24 SWOT Analysis ............................................................................................................................... 24 Strengths: ..................................................................................................................................... 24 Weaknesses:................................................................................................................................. 24 Opportunities: ............................................................................................................................. 24 Threats: ........................................................................................................................................ 24 Market Research ................................................................................................................................. 24 Business Demographics ................................................................................................................. 24 Atlanta Demographics ................................................................................................................... 25 Benefits Segmentation .................................................................................................................... 25 Target Market Segmentation ............................................................................................................. 26 Segment 1: Architects & General Contractors .............................................................................. 26 Description .................................................................................................................................. 26 Percent of Sales ........................................................................................................................... 26 Services They Need..................................................................................................................... 26 Service Use .................................................................................................................................. 27 How to Reach Them ................................................................................................................... 27 Price Sensitivity ........................................................................................................................... 27 Segment 2: IT Industry ................................................................................................................... 27 Description .................................................................................................................................. 27 Percent of Sales ........................................................................................................................... 28 Services They Need..................................................................................................................... 28 Service Use .................................................................................................................................. 28 How to Reach Them ................................................................................................................... 28 Price Sensitivity ........................................................................................................................... 28 Develop Marketing Strategies ........................................................................................................... 28 Possible Goals & Objectives ........................................................................................................... 28

Recommended Strategy ................................................................................................................. 29 Branding ...................................................................................................................................... 29 Positioning................................................................................................................................... 30 Virtual Presence .......................................................................................................................... 30 Social Media ................................................................................................................................ 31 Networking ................................................................................................................................. 32 Publicity ....................................................................................................................................... 33 Marketing Strategy & Marketing Mix ............................................................................................... 33 Product ............................................................................................................................................ 33 Brand Name ................................................................................................................................ 33 Quality ......................................................................................................................................... 33 Scope of Product Line & Additional Offerings......................................................................... 34 Warranty...................................................................................................................................... 34 Marketing Strategy & Marketing Mix ............................................................................................... 35 Price ................................................................................................................................................. 35 List Price ...................................................................................................................................... 35 Discounts ..................................................................................................................................... 35 Bundling ...................................................................................................................................... 35 Marketing Strategy & Marketing Mix ............................................................................................... 35 Distribution ..................................................................................................................................... 35 Service Area Location ................................................................................................................. 35 Partnerships for Growth............................................................................................................. 36 Potential for Expansion .............................................................................................................. 36 Marketing Strategy & Marketing Mix ............................................................................................... 36 IMC Strategy ................................................................................................................................... 36 Logo Development & Corporate Identity Package .................................................................. 36 Marketing Strategy & Marketing Mix ............................................................................................... 39 IMC Strategy ................................................................................................................................... 39 Advertising Plan ......................................................................................................................... 39

Internet Presence......................................................................................................................... 39 Social Media Plan ........................................................................................................................ 40 Public Relations Plan .................................................................................................................. 44

...................................................................................................................................................... 44 Promotional Program ................................................................................................................. 46

Projected Results of the Promotional Programs ....................................................................... 48 Short & Long â&#x20AC;&#x201C; Term Projections ...................................................................................................... 48 Conclusion .......................................................................................................................................... 48 Appendix & Exhibits .......................................................................................................................... 50 Bibliography ....................................................................................................................................... 51

Executive Summary This report provides prospective advertising and promotional activities suggested for Leverage Five within the next year. In order to create awareness for the start-up company, 465 Media has worked to create an advertising campaign to help establish brand identity and brand awareness. Through proper market segmentation, and an appropriate advertising campaign, Leverage Five will be properly positioned in the marketplace to sustain growth over the next year. Suggested mediums include print advertising, automobile window graphics, as well as a YouTube commercial. With marketing comes a budget, so 465 Media has budgeted $1500 for the marketing expenses. 465 Media understands that Leverage Five strives to be independent, cost effective, have expertise, provide â&#x20AC;&#x153;Greenâ&#x20AC;? or environmentally friendly alternatives, technology driven, and most importantly provide customized, personalized service. With those key differentiators, 465 Media is here to help make consumers aware that these factors set Leverage Five Away from competition. 465 Media is going to make sure that we create better marketing collateral that will help reflect the values of Leverage Five. The company needs to create a website to communicate and inform potential clients who Leverage Five is, what they offer, and why to choose them. Furthermore, an effective website will help Leverage Five develop relationships and pursue customer intimacy with clients, which will also help create brand awareness. Branding is extremely important to a start-up company like Leverage Five. We aim to build awareness and maintain it. 465 Media has designed and created a logo and brand image for Leverage Five and as long as it is consistently used on everything, brand awareness will grow. Furthermore we aim to develop positive attitudes toward the brand. Through brand development we will establish product differentiation and seek to engage customer loyalty.

Introduction: The Challenge Based in Atlanta, Leverage 5 is a full service project management and real estate consulting firm with extensive industry experience providing clients with a superior level of personalized services cost effectively. Technology drives company operations with sustainability and eco-friendly alternatives as part of the mantra. Most notably, Leverage Five stands alone in being a completely independent and unbiased client advocate in an industry where self-motivated interests can often put clients on the losing end. Within Leverage Five lies more than twenty years of rich corporate history, including eight years of in-house project management experience, twelve years of outsourced experience working with corporations such as Coca Cola, Bank of America, Georgia Pacific, Wells Fargo Home Mortgage, and Turner Broadcasting (Ford, “We are Leverage 5.” 2013, n.d.). In addition to extensive industry experience, the company only employs senior level professionals to serve as the task force on every project. This combination of knowledge, expertise, and experience allows Leverage Five to provide the superior service to clients in a myriad of ways. In order to establish a competitive advantage, Leverage 5 set out to differentiate itself from its competition by focusing on flexibility, independent unbiased expertise, and an unwavering commitment to be an extension of each client. CEO Laurie Ford states, “Our approach is simple – to become an extension of you. Your goals are our goals; your priorities are our priorities” (2013, p.1) To foster this type of partnership, Leverage Five carefully studies each client’s corporate culture along with the client’s current and future needs. The most detailed understanding of each client is essential in delivering a finished product that consistently exceeds expectations. Ultimately, Leverage Five seeks to manage its clients’ projects with the best options, highest quality, and satisfaction of results, while keeping disruptions of regular business operations as minimal as possible. The company works with small to medium sized companies (any sector), as well as nonprofit organizations in the metro Atlanta area. Leverage 5’s service offering includes: construction project management, move management, furniture installation management, RFP and RFP response writing, as well as offering procurement assistance with securities and general contractor services (Ford, 2013, p.1). Through a combination of acquired knowledge and accommodating flexibility, Leverage 5 offers answers to questions such as how long a project will take to complete, how much a project will cost, how projects can be completed with improved efficiency, and how companies can better utilize the space that they already have (Ford, “We are Leverage 5.” 2013, n.d.). As a newly formed growing company in the metro Atlanta area, Leverage Five must work diligently to increase brand awareness, build brand equity, and increase market exposure. Short and long term marketing objectives will be developed and implemented to accomplish the aforementioned business goals. Additionally, rough financial goals have been established to serve as timeline and a measure of progress. Financial goals include:  Year 1: $30,000 gross revenue  Year 2: $70,000 gross revenue  Year 3: $100,000 gross revenue  Year 4 & Year 5: $250,000 - $400,000 gross revenue (Ford, personal communication: email. 2013, February 20)

Through market research, our team (insert ad agency name) has developed an integrated marketing communications plan with strategic marketing goals to help Leverage Five to accomplish its business objectives and sustain growth for years to come. The plan development centers around a statement from CEO Laurie Ford, "having a project manager is like having an insurance policy" (Ford, personal communication: email. 2013, February 20). Leverage Five need to be seen in the marketplace as a knowledgeable, trustworthy, expert of customizable project management services and market itself as an insurance policy for growing businesses.

Situation Analysis Company Analysis Goals Strategic  



Develop a stronger level of market exposure and networking through tools such as advertising, social media, and public relations. Improve company branding components such as website and logo, that are reflective of the company’s core deliverables. These lie on Leverage Five’s expertise, cost-effectiveness, and personalized services. More importantly, the company presents itself as offering a necessity: “Having a project manager is like having an insurance policy.” Increase the number of active clientele.

Financial    

Year 1: $30,000 gross revenue Year 2: $70,000 gross revenue Year 3: $100,000 gross revenue Year 4 & Year 5: $250,000 - $400,000 gross revenue

Focus 



Leverage Five specializes in the following services: o Construction project management o Move management o Furniture Installation Management o Request For Proposal (RFP) and RFP response writing o Procurement assistance with securities and general contractor services Small to medium sized companies (within any sector), as well as non-profit organizations in the metro Atlanta area

Strengths 

Leverage 5 creates unique personal service because they give personal cell phone numbers to clients. Clients have 24/7 access with the consultant.

 



The company utilizes a team of expertise, and employs senior level professionals who have a minimum of 15 years of experience. The ability to remain independent and unbiased, positions Leverage 5 competitively to best serve potential clients. Project management can be a huge conflict of interest where brokerage firms with project management services stand to make more money with higher construction costs, disagreements are avoided by employees within an architect firm, and the industry as a whole is characterized by “kick-backs” (Ford, personal communication: email. 2013, February 20). Leverage 5 utilizes many types of technology to communicate with clients, monitor progress of projects, and gain access and insight into industry and company practices. Synchronous technologies like web-based conferencing and Twitter are used to send status updates, share new insights, and identify challenges in real time. (AMA Handbook of Project Management, 2011. p.431-2). Asynchronous technology like Microsoft SharePoint is utilized to maintain project integrity and streamline efficiency. Supporting technologies are vital to daily operations in order to maintain mobility Smartphone is vital along with workflow software like SharePoint.

Weaknesses 

  

Currently, Leverage Five is not a well known company. The company’s brand awareness is lacking in the marketplace and the company will not operate at desired profitability at this state. The organization is currently a one man business, and therefore it is difficult to gain more than 3 clients and/or projects at a time. Furthermore, a one-man business limits location and narrows down the target market. Leverage Five does not have a strong promotional presence, including that within advertising and social media. This make it harder for clients to obtain detailed and current information on the company. Even more importantly, it makes it much more difficult for the company to even be found.

Market Share 

Leverage Five currently only works with two or three clients. Therefore, its market share in the Greater Atlanta is relatively low. With steady implementation of a well developed marketing strategy, Leverage Five will be able to expand and generate a larger market share.

Situation Analysis Competitor Analysis  Large Real Estate Firms Competitors in this sector offer project management services as an ancillary service in the metro Atlanta area. Firm size, financial capital, market exposure/brand recognition, and experience are common strengths among industry leaders, which include CB Richard Ellis (CBRE), Colliers International, Newmark Grubb Knight Frank, and Studley Inc. In general, it does not appear that these firms do much marketing related to their project management services. Marketing of project management services by large real estate firms relies on brand recognition and the value added by completed projects.

CBRE CBRE (formerly CB Richard Ellis) operates in the Americas, Europe, the Middle East, and Africa. The Americas division, which includes the US, Canada, and Latin America, is its largest, accounting for more than 60% of all sales. The Americas division consists of 195 offices and 20,700+ employees. (Velasquez, 2012, p.1) CBRE continues to expand its geographic reach and broaden its service offerings by making strategic acquisitions in regional markets that complement or expand existing operations. The company's strategy is to be the leading firm in each of its major business lines. CBRE's Atlanta office has been a dominant commercial real estate firm in the city since it was established in 1973. Currently the office includes 700 employees specializing in office, industrial and retail tenant representation; office, industrial and retail landlord representation; property management; project and construction management; facilities management; corporate services; investment property sales (office, industrial, hotel, retail, multi-family and land); debt and equity placement; and appraisal, as well as the marketing, research, financial consulting and administrative groups. In 2011, the Atlanta office generated $3.8 billion in revenue from leasing, sales and financing transactions (“CBRE: United States”).

Market Position CBRE is the largest real estate service provider in the world. CBRE provides “services to occupiers, owners, lenders and investors in office, retail, industrial, multifamily, and other types of commercial real estate” (CNN.com). CBRE claims to be one of the world’s largest teams of professional real estate project managers. The group’s solutions include: project management outsourcing strategies, program management services, interior build outs, project management for critical environments, moves/adds/changes, capital improvements and building renovations and tenant improvements (“CBRE US Services”).

Strengths ♦ ♦ ♦

CBRE is innovative when it comes to implementing their market share. CBRE is known globally. Company size and globalization = extensive clientele base Strong brand equity

Weaknesses

♦ ♦

Overexposure in US markets High level of debt.

Market Share “CBRE, Inc. (CBRE) was the No. 1 firm for commercial property investment sales in the U.S. during 2011, according to Real Capital Analytics (RCA) – the 6th consecutive year that the firm has claimed the top spot” (cbre.com). In 2011, RCA placed CBRE with a 16.4% market share across all property types. As a result, “CBRE’s market share was more than 510 basispoints (bps) better than the second-place firm” (cbre.com). With such an immense lead over the competition, the advantage over the number two firm was nearly 400 bps in 2010. Particularly relevant to competitor analysis for Leverage 5, CBRE is one of the top competitors in the commercial real estate industry offering project management services. In 2011, the Americas division project management contract value totaled $13.4 billion (Velasquez, 2012, p.1).

Collier’s International Colliers International is one of the largest global providers of commercial and residential real estate services. A subsidiary of Canada-based property management firm FirstService, Colliers International’s global headquarters is located in Washington and has 520 office worldwide, including two in metro Atlanta (Trubey, 2013, p. D6). The company employs 12,300 professionals and touts employees are “united by our spirit of enterprise—we take initiative, think creatively, collaborate to achieve and use our expertise to innovate” (“Colliers Intl: about”). The company is organized around an enterprise model which offers better access to global resources, accountability through majority ownership, and flexibility at the local level to nimbly respond to the changing needs of the market. A unique business model in the commercial real estate industry, Colliers International claims its business model positions the company to develop strategic partnerships with clients and deliver service excellence by exceeding expectation. Colliers International Atlanta states, “Our employees are dedicated to creating strategic partnerships with our clients. That means listening, and then listening more to understand the subtle business drivers behind key real estate decisions. We design truly customized services to transform real estate—often one of the largest expenses for a business—into a competitive advantage. Ultimately, our goal is to accelerate our clients' success.” (“About Colliers Atlanta”)

Market Position Colliers International Atlanta offers four categories of services to owners and users of commercial real estate in the office, retail, industrial, hotels, and mixed-use markets; the four categories of services are: owning and investing, lease management, property management, and property development services. In the context of a competitor analysis, we will assess Collier’s property development services.

Property development services include project management, valuation and advisory, and investments; we will focus on the project management services. Colliers International Atlanta project management services include:  Bid Document Review  Construction Monitoring and Delivery Management  Contract Administration and Integrated Cost Control  Facility and Engineering Functionality  Milestone and Performance Monitoring  Quality Assurance  Risk Management  Strategic Project Consulting For owners and users of commercial real estate seeking support for property development projects from new construction, renovations and retrofits, and leasehold improvements; Colliers International Atlanta offers project management services with:  One of the highest accreditation ratios in the industry  Access to expertise in design and engineering  Seamless integration with clients’ in-house resources and experts  Proactive risk management strategies  Permitting and construction supply-chain support to minimize disruptions or delays

Strengths Global ♦ Top Global Brand (“Among top brand”) ♦ Financially strong (“Colliers distinctions”) ♦ Third-largest global real estate firm (“Colliers distinctions”) Atlanta ♦ Two metro offices: midtown & perimeter  prime office markets ♦ Average of 18 years of experience among the over 160 Atlanta professionals ♦ Colliers International in Atlanta is consistently ranked as Atlanta’s top real estate firm by production per professional. ♦ During the past five years, the Atlanta office has an average of 510 transactions valued at more than $709 Million per year. (“About Colliers Atlanta”)

Weaknesses ♦ ♦

Size inevitably means somewhat impersonal service Large teams = multiple contacts instead of one constant contact

Newmark Grubb Knight Frank Newmark Grubb Knight Frank has been providing exceptional client service to the greater Atlanta real estate market since 1905. Today, our professionals offer a full range of commercial real estate services with brokers specializing in office, industrial, land and retail sales and leasing; investment and multi housing advisory services; property management; lease administration; and corporate services. Backed by the resources of a strong international platform, our proven team uses its extensive local market knowledge, unmatched research

capabilities and sophisticated marketing approach to help clients with varying objectives achieve the most from their real estate.

Market Position Similar to CBRE Newmark Grubb Knight Frank offers commercial real estate services, the primary differences are the size of projects and clients.

Situation Analysis Competitor Analysis  Architect Firms HOK HOK is known as one of the globally competitive architecture firms in the world. With over 15 locations around the world HOK’s mission is “to deliver exceptional design ideas and solutions for our clients through the creative blending of human need, environmental stewardship, value creation, science and art” (hok.com). HOK was founded in 1955, since then they have used the world of design and architecture to further better people’s lives while collaborating with organizations. According to HOK’s website over 1,500 people collaborate across a network of 24 offices on three continents. Amazing how technology has grown! HOK’s expertise includes designs from all areas; from aviation and transportation to corporate, commercial, and residential properties. But what makes this company so unique that it stands out among competitors in the real estate project management world?

Market Position HOK offers exceptional service and exquisite design in over ten areas around the world. These areas include but not limited to aviation-transportation, civic-cultural, commercial, corporate, education, government, healthcare, hospitality, justice, residential, retail, and so many more. Although HOK is represented as an architecture firm, its values and services that are upheld throughout the company focus on many of the project management services that Laurie Ford caters to. From design space to connecting with the client, HOK assures its clients that they will create solutions to the problems of each client that they encounter.

Strengths    

Creative, sustainable designs Environmentally friendly designs 85% of HOK’s work comes from return clients. Voted Architecture/Engineering firm in ENR’s 2012 survey of Top International Design Firms

Weaknesses  

Focus lies solely on design Aspirational goals is to come up with winning designs

M. Arthur Gensler Jr. & Associates, Inc. Gensler is a globally based, established architecture firm that offers services in design, consulting, and planning. Since the firms existence in 1965 they have acquired over 3,000 employees in 43 locations across the globe. Gensler believes that their “work reflects an enduring commitment to sustainability and the belief that design is one of the most powerful strategic tools for securing lasting competitive advantage.” With a geocentric approach, Gensler has taken the different worlds of architecture, planning, consulting, and design to expand the basis of the company. With the company's headquarters located in San Francisco, California, the firms general focus was primarily on corporate interiors. Since its strategic development and new found position in the global world, Gensler has diversified its clientele base to include all forms of architecture and design such as commercial real estate, corporate, retail center, entertainment spaces, and but not limited to education facilities. Founders, Art Gensler, Drue Gensler, and James Follett could have never imagined that their small dream would one day become a global takeover. “In 2011, Gensler generated the most revenue of any architecture firm based in the United States” (Wiki- Gensler).

Market Position Gensler holds a very strong market position in the market; ranging from highly developed skills in architecture and design to consulting top companies around the world. “Gensler is organized to support clients at every stage of the design cycle, from initial strategy and design planning through implementation and management.” The firm partners with other segments around the world to ensure the ending product is held to the standards and values of the company. Below are the different segments that are used to achieve this goal.  Aviation & Transportation  Commercial Office Buildings  Corporate Campus Headquarters  Creative Media  Education & Culture  Financial Services Firms  Health & Wellness  Hospitality  Mission Critical  Mixed Use & Entertainment  Professional Services Firms  Retail  Retail Centers  Science & Technology  Sports & Recreation  Workplace

Gensler's services in the market include but are not limited to the following items:  Architecture  Brand Design  Consulting  Global Relationships  Interior Design  Planning & Urban Design  Product Design  Sustainability Gensler regards sustainable design as a guiding principle for all building and interior projects. “As designer of the first large-scale U.S. office building to use underfloor air systems, Gensler has been at the forefront of the movement for responsible design that considers the impact of decisions made today on our lives tomorrow(Gensler).” Additional steps that have been taking to include designs that are cost effective and environmentally safe have been designing the “first LEED®-certified retail rollout prototype (PNC Bank), the first LEEDcertified data center (Fannie Mae), and the first LEED-certified car dealership in the U.S. (Pat Lobb Toyota of McKinney, Texas).” Gensler has over 1,000 accredited professionals that hold the standards of the company.

Strengths     

Highly developed experience in the different segments of the market. Offer sustainability in designs that are offered to each client Provide top quality service to its clientele Ability to create a sustainable work environment that includes LEED certified designs Does not limit their target market to large corporations o Offer their services to large and small, public and private, for-profit and non-profit organizations

Weaknesses   

Currently working on over 2,000 products in different locations around the globe; attention the client is looking for can slowly diminish over time Undervalued staff Corporation lacks teamwork

ASD ASD is an architectural firm that is based in the heart of Atlanta. Founded in 1963 as a startup company, ASD has risen to the occasion and has evolved into one of the main competitors in the world of art and design. ASD has established offices across the country that in locations such as San Francisco, Washington D.C., Tampa, Jacksonville, Birmingham and South Florida. Although ASD has closely maintained its roots in the South they hold even greater connections regionally and nationally. The firm has committed to offering services that include the different areas of interiors, architecture and graphic design. ASD has recently

received an 2013 ASID, Contract Hospitality: Restaurants, Silver Award for their prestigious work on the Bread Box location in Atlanta. Overall, ASD is rising to the occasion, they may not have gone global as many of their larger competitors but they are sure making an impact on the world of architecture.

Market Position “ASD has evolved into a multi-disciplinary design firm offering interiors, architectural and graphic design services to a variety of corporate, financial, restaurant & hospitality, retail, medical and institutional clients.” The design firm has integrated their design plan to include many of the products that the competition offers and more. ASD believes they are creatively responsible for the designs and layouts that they produce; they make sure the designs are functional for everyday use and for the environment. Below are the services that are ASD offers their current clientele base. INTERIORS  Strategic Planning  Needs Assessment / Programming  Space Standards Development  Tenant Planning  Test Fits  Building Evaluations  Project Budgeting  Full Service Interior Design  Building Repositioning  Art Consultation  Move Coordination  Lease Logs  Rendering and; Illustration  Furniture Standards  LEED Project Design ARCHITECTURE  Feasibility Studies  Master Planning and Land Use  Rezoning Assistance  Site Planning  Full Service Architectural Design  Building Repositioning  Renovation/Building Restoration  Rendering & Illustration  LEED Project Design  LEED Consultation

GRAPHICS  Branding and Identity Design  Architectural Signage Design  Wayfinding and Master Planning  Environmental Graphics Design  Trade Show and Exhibit Design  Collateral Design  Packaging Design  Advertising and Promotional Design  Website Design  Identity Guidelines

Strengths    

Invested experience into making the company and its designs environmentally sustainable Offers a graphic design division, Sky Design ( established 1991) “Committed to integrated and contextual design” Awarded in 2012, Greater Washington Commercial Association of Realtors, Best in the Industry, Architecture Firm

Weaknesses  

Clientele base is not as large as other competitors due to their regional stance Website does not contain much information or a basis of their designs

Veenendaal Cave Veenendaal Cave is a top competitor in the architecture industry. With the companies establishment in 1985, they have successfully taken designs for corporate, healthcare, and industrial work forces and shaped them into masterpieces. Veenendaal has challenged the market with keeping up with its creative, yet quirky designs that they present to their clientele base. Many of the designers, architects, and creative staff are “LEED Accredited Professionals recognized by the U.S. Green Building Council.” The company assures that the quality of each design is not only socially and environmentally friendly but focuses on the creativity of each client. Veenendaal Cave offers various incentives and strongly encourages employees to take part in the action plan.

Market Position Veenendaal has steadily increased brand awareness due to its downtown location off of Peachtree Street. The firm has provided a variety of services to its clientele base but most importantly upheld a key attribute that many firms often claim to have, organization. Veenendaal believes that with organization, they can improve thousands of projects and set the bar higher each time. The different services that the design firm offers include, corporate office design, tenant development, and healthcare design services. Each of the services offered come with an action plan that the client and firm itself will uphold through the design process.

Strengths    

Informative website Differential advantage: organization Offers interior design services Presents each client with a pre-planned sketch of the design

Weaknesses 

Limited to Metro Atlanta area and surrounding cities



Offer limited services

Situation Analysis Competitor Analysis  Small Independent Firms Elocen Group Market Position “Our mission is to provide streamlined client solutions through sound principles, project scope awareness, attention to detail, and a focused emphasis on quality customer care.” The Elocen group is one of the nation’s premiere Program and Project Management firms. One of the big selling points of the Elocen group, is that they offers leading edge consulting services in Real Estate Support, Construction Management, Design Management, Information Technology Management, and Facilities / Logistics Management. “(The ELOCEN Group, 2012) The Elocen group has done construction that has totaled over 40 million square feet in new construction and renovation space managed. The Elocen group stands by the fact that they are positioned to meet the needs of a diverse clientele. One advantage of the Elocen group is that they are known by others as the “one-stop-shop” for their multi-faceted Program and Project Management needs.”(The ELOCEN Group, 2012)

Strengths      

They offer IT management They also offer Facilities/Logistics Management Elocen has secured jobs with both government and commercial sectors, which is due to their dedication to completing a job on time. Some of their clients are the different branches of the military as well as the FBI. Elocen has been recognized by American Express, Smart CEO, as well as Black Enterprise. Was presented with the “2012 Woman Contractor of the Year”

Weaknesses   

Outdate website Elocen group has not made any headline in the media or magazines since 2012 There is not much information on Elocen group in Georgia.

Market Share (Brown, 2012)      

Construction Management is a $6 Billion plus industry. Government procurement with black firms reached a total $7.12 Billion in 2011. 2009 Revenue: $250,000 2010 Revenue: $9.7 Million 2011 Revenue: $ 5 Million 2012 Projected Revenue: $ 6 Million

Cassidy Turley Market Position Cassidy Turley is a leading commercial real estate services provider with a track record of delivering superior results for clients. Their mission is to provide integrated services – from strategic planning to execution – that are creative, cost-effective and responsive to clients’ specific real estate needs, while enhancing their business performance. Serving as a trusted partner and advocate,they support their clients’ long-term success by leveraging industry insight, world-class expertise and precise local market knowledge and execution. Listed below are some real estate services that Cassidy Turley provides:  Tenant Representation  Project Leasing  Capital Markets  Corporate Services  Property Management  Project and Development Services  Research and Consulting With 3,800+ professionals in more than 60 offices nationwide, Cassidy Turley has the reach and expertise to serve clients no matter the location or need. The firm completed 17,000 leases and 2,100 sales transactions in 2012, manages over 400 million square feet on behalf of corporate, institutional and private clients and supports more than 23,000 domestic corporate services locations. One unique advantage that Cassidy Turley offers is delivering outside of North America through a partnership with GVA, giving clients access to commercial real estate professionals in 65 international markets. “ (Cassidy Turley, 2013) Cassidy Turley’s goal as a company is to reach as many clients as they can and provide the best work possible. The unique aspect of their business is the fact that they have 60 offices nationwide, allowing them to reach a large number of clients.

Strengths 

Cassidy Turley is not only involved, but dedicated to their community, they state that they belong to their community not just work on them.



Their view of growing as a company is not getting bigger, but getting better.

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Cassidy Turley is actively involved with organizations such as the U.S. Green Building Council, the organization that oversees LEED® (Leadership in Energy and Environmental Design) and the Urban Land Institute. (Cassidy Turley)



Awarded the Energy Star Award 2013 Partner of the Year

Weaknesses  

When the economy is down, they don’t have much business. Their website is very overwhelming with all of the information.

Market Share       

Vacancy: 14.4% Net Absorption: 37,714 Sq Ft 2012 Twin Cites Metro (Cassidy Turley, 2012) Office warehouse: 62% Bulk warehouse: 22% Office showroom: 16% “The company was founded in 1970 and is based in St. Louis, Missouri with additional offices in the United States. Revenue: $1,200 million” (InsideView, 2013)

Situation Analysis Climate  Macro-Environmental Scan Political & Legal Pro-Growth Policies New Legislation HB 386 – Elimination of Sales and Use tax on energy used in manufacturing HB 386 – Discretionary elimination of Sales and use tax for construction materials HB 868 – Enhancements in statutory Job tax credits, Research and Development tax credits, and Quality Job Tax credits HB 868 & HB 1027 – Changes to the Mega Project tax credit HB 397 – Strengthening Georgia open records laws regarding economic development The Aforementioned house bills passed during the 2012 encourage business growth, development, and expansion, all things Leverage Five can capitalize on to grow their business.

Georgia Department of Economic Development (GDED) Georgia Centers of Innovation GDED partnered with the governor to develop strategic centers of innovation and growth for the state of Georgia. Theses center of innovation have extensive tax breaks and incentives to draw new business project to Georgia and encourage expansion and growth. The centers of innovation include: 

Aerospace



Agribusiness



Energy



Life Sciences & IT



Logistics



Manufacturing

Economic Environment Carter’s clothing store is relocating to Atlanta, Many movie productions are done locally because of the tax incentives, as well as the king and queen building increased the tenant lease. Some of the malls are expanding and getting new stores. According to Georgia.com, “Georgia is where people start businesses. The state ranks #2 for states experiencing the largest increases in entrepreneurial activity rates over the past decade; according to a 2012 study by the Kauffman Foundation. The state’s low job churn - the ratio of startups and business failures to the total number of companies - earns Georgia a no. 4 national ranking and reinforces Georgians’ enterprising reputation.” “Atlanta's tech sector generated $113.1 billion in revenue, and nearly 30,000 jobs, or 4.6 percent of all jobs. The industry grew at a nearly 10 percent, according to the report from JLL, a commercial real estate brokerage.” (bizjournals.com)

Social & Cultural Environment Socially there are a lot of things to do in Georgia. There are many convention centers that a company can get involved in. Also with our Buckhead area being as popular as it is, there seems to be a need for more stores. There are always events going on in Atlanta every day of the week. Atlanta has many churches, which can draw in a specific group of people if that seems to be ones target market. The Atlanta aquarium is located in downtown and is one of the biggest aquariums in the United States. Georgia has a sense of southern hospitality like other states may not have. It is in our culture to have sweet tea and eat fried foods. Atlanta is home to BellSouth, Delta Airlines, Home Depot, UPS, and Georgia-Pacific, among other big names.” (city-data.com). With Atlanta being so close to the airport, this creates an ease of access for those people out of town. This can also affect those businesses that do not want to be near a major city because we are so close to a major city and are adapted to it. Lockheed Martin base is also near Atlanta. There are many other fortune 10000 thousand f companies that surround Georgia. Georgia is expanding as much as possible. By doing this, we draw in near customers, residence.

Georgia’s Way of Life To attract new business growth from out of state The Georgia Department of Economic Growth promotes the “Georgia Way of Life.” The campaign touts Georgia’s 

Climate



Sports



Recreation



Culture

As reasons for expanding and or moving business to Georgia.

Situation Analysis SWOT Analysis Strengths:

Weaknesses:

    

  

Unique/customized personal service Independence from outside influences Expertise Cost effectiveness Technology driven

Brand awareness “One-Man Business” Location

Opportunities:

Threats:

    

  

Brand development Marketing/promotion/advertising Pricing strategies Virtual presence Partnerships

Project Management companies Large real estate firms Economy

Market Research Business Demographics The sectors currently experiencing the most growth include technology, retail, biotech and manufacturing. Technology is a big industry in metro Atlanta (Google is expanding its office space near the airport for example). Retail headquarters like Carter’s kids clothing is also relocating its offices here. Atlanta will continue to see more movies filmed in suburbs like Marietta because tax incentives exist. And office space for many different types of companies is will be in high demand in the coming years (Trubey, “Major Office Space”).

Atlanta Demographics The undisputed "Capital of the South," Atlanta is known for its strong, diverse economy, a pro-business environment, easy access, excellent quality of life and relatively low cost of living. As a result, the city is one of the most rapidly growing urban areas in the country, and has been consistently ranked as the best or one of the best markets for business. In fact, Atlanta is ranked the No. Four city in the U.S. for having the most Fortune 500 headquarters (12). Two FORTUNE 500 companies relocated their headquarters to metro Atlanta in 2010â&#x20AC;&#x201D;First Data from Colorado and NCR from Ohio. (http://www.cbre.us/o/atlanta/Pages/areainformation.aspx) The business climate is changing in metro Atlanta. According to the J. Scott Trubey of the AJC, â&#x20AC;&#x153;nearly every key office district in metro Atlanta saw gains in new tenants in 2012, a promising sign of employment growth.â&#x20AC;? (Trubey, 2013, p. D6) . Atlanta is beginning to grow again. This growth is spurred in part by a very pro-capitalism attitude from the state legislature. The government makes it very attractive for businesses to relocate here, for Hollywood to shoot films here, growing businesses to expand here and for new venture startups (ranked 16th out of all 50 states).

Benefits Segmentation Because of the growing business sector in metro Atlanta, we recommend targeting Architects and general contractors working in commercial real estate ventures. It is important to keep an open mind and remember that clients can come from anywhere, however, we believe by marketing to businesses currently building project, Leverage 5 will gain the exposure it needs to grow and continue to be successful.

Target Market Segmentation Segment 1: Architects & General Contractors Description Architects are generally sought out by a company who is looking to design and build a new structure or remodel an existing project. Most architects also have experience in interior architectural corporate design and project management experience. Architects can be hired by clients to fulfill and interior, architectural, or graphics design which can either be employed through a large company or through smaller-scale outsourcing of labor. General contractors are generally employed by the client, and are responsible for the day-to-day operations of a construction site. General contractors can own their own companies or be part of a construction firm. They usually are on site every day to oversee operations. Their backgrounds are typically in building and construction.

Percent of Sales In terms of the marketing budget, it is suggested to utilize the projected percent-of-sales method with each segment and to consistently use the same percentage no matter how much sales fluctuate. This will avoid overspending on marketing efforts if profits are low, and makes it easier to track the budget’s effectiveness. Many business columnists recommend beginning with 5% of annual sales as an appropriate allocation for the marketing budget. “[..]...you might want to start at 5% and then adjust your projected spending up or down based on the size of your market, the cost of media, what you can learn about how much your competitors are spending, and the speed at which you'd like to grow.” (McKee, “What Should You Spend On Advertising?). In order to form an appropriate budget, Leverage Five can simply allocate 5% of the projected annual revenue within each target segment towards its own marketing expenditures (in this case, the general contractor and architect marketing budget). Naturally, the combined total advertising budget of all segments will still equal to 5% of the company’s total projected annual revenue. As mentioned, this percentage can be adjusted at the company’s discretion.

Services They Need 

Architects look for expertise in overwhelming areas. o

Pre-design: needs assessment, feasibility studies, master and long-range planning,

site analysis, community planning, programming, and space planning. Design: Design development, sustainable building design, construction documents, value engineering.

Post-Design: building commissioning, post occupancy evaluations, construction administration



A general contractor’s knowledge base is in construction. Although they may be able to build what the client wants, Leverage 5 offers personalized services and solutions to

complete the whole picture and really deliver everything the client is looking for (not just the building).

Service Use 

Architects and general contractors are able to utilize the following of Leverage Five’s services:  Construction Project Management  Furniture Installation Management  Furniture, Security & GC Procurement  Request for Proposal Writing/RFP Response Writing

How to Reach Them We recommend meeting with these architects at their offices or even on the job. The best way to reach them is to show them how Leverage 5’s service offerings can enhance what they already do and help them make more money, build loyal customers, and generate word of mouth about how the job exceeded expectations. This will require building trust, and showing architectural recommendations from former clients, having a portfolio of complete work to show, and multiple meetings and contact to find the right fit.

Price Sensitivity General contractors and architects share a similar sensitivity to price due to the fact that much of the industry is sensitive to the state of the economy. In times of economic decline and states of recession, these industries may not only begin hiring based on word-of-mouth recommendations and personal references, but they may also begin arranging project management from within. However, Leverage Five’s cost-effective services may provide an advantage for the company in cases of this high price sensitivity in organizations.

Segment 2: IT Industry Description The Information Technology industry exists not only as entire companies, but is also found internal to many companies as its own department. Generally speaking, information technology handles the management, development, support, and implementation of information systems, databases, and networks. Individuals within this feel handle hardware/software development, installation, and repair as well as network administration. Additionally, IT technicians work on utilizing physical space efficiently to handle and sustain hardware setups. This technology has become crucial to the business world, thus allowing it to be both internal to companies as well as a profitable outsourced firm.

Percent of Sales Similar to the previous segment, we recommend initially allocating 5% of the projected revenue generated from the IT industry segment towards its own marketing budget. This percentage can be adjusted according to the companyâ&#x20AC;&#x2122;s discretion in the future.

Services They Need Since the information technology industry pertains to the nonstop addressing of technological issues and maintenance, individuals are typically strapped for time. Many workers often pile projects upon projects in a variety of areas, and remain constantly at task. Therefore, when large projects such as facility moving and expansion come around, companies can become overwhelmed and require additional assistance. For instance, issues such as expanding server rooms and re-networking facilities can disrupt the workflow if not handled smoothly.

Service Use Information technology departments and firms can utilize Leverage Five services such as technology , furniture, and security procurement, as well as their move management planning and implementation services. Additionally, Leverage Five specializes in evaluating space utilization and efficiency, HVAC and electrical inspection and modification, equipment installation, and more.

How to Reach Them The most efficient way to reach individuals in the IT industry would be through direct email and phone. Many of these individuals are constantly at a desk or by a phone, and are typically within reach of a communication device. Because of the nature of their jobs as well as their consistently active schedules, works in the IT world may find it more appropriate to communicate remotely versus face-to-face.

Price Sensitivity Information technology is present in virtually all corners of the business world. Companies that sell product and services unrelated to the information technology field still utilize its components. Due to its commonality, the industry is much less affected by the state of economy than others. This ultimately leads to a much lower price sensitivity which is wonderful for small companies such as Leverage Five.

Develop Marketing Strategies Possible Goals & Objectives In order to develop the most effective marketing strategy for Leverage 5, 465 Media began with a list of possible marketing goals and objectives before arriving at a final recommendation. Ultimately 465 Mediaâ&#x20AC;&#x2122;s goal is to increase Leverage Fiveâ&#x20AC;&#x2122;s market exposure by developing

marketing strategies most appropriate to effectively communicate the firm’s service offering: trust, integrity, expertise and cost effective, personalized services.” Possible marketing goals and objective for Leverage 5: ♦ Develop a recognizable logo and tagline  Branding ♦ Consider positioning as a value service in order to match multiple target market needs and a range of project sizes  Positioning ♦ Consider strategic partnerships with Architecture Firms and General Contractors, in addition to marketing directly to potential clients  Target ♦ If not already a member, consider joining networks like the Perimeter Community Improvement Districts, the Metro Atlanta Chamber of Commerce, and the Cobb County Chamber of Commerce. The Georgia Department of Economic Development work tirelessly with local organizations to develop strategic partnerships in order to provide a competitive edge to business considering Atlanta for relocation and/expansion. It is important to network with these organizations to remain relevant and be considered for multiple projects  Networking ♦ Generate community awareness. With non-profit organizations as part of Leverage 5’s target market, we recommend participating in events where the financial commitment of sponsorship is low but visibility is still effective  Publicity ♦ Leverage 5 must develop an effective website, it is essential to be competitive in the marketplace  Website ♦ Leverage 5 should utilize social media to market cost effectively, reach and interact with former, current, an potential clients Social Media After considering the above list of marketing goals and objectives, we believe Leverage 5 must focus on branding, a website, social media presence, service positioning, networking, and publicity

Recommended Strategy Branding Build & Maintain Awareness: 1. Select a design that generates interest and ties into the five service offerings. Make everything tie back into “Why Leverage 5” 2. Design must incorporate an identity that effectively integrate the company name, logo, symbols, and design ON EVERYTHING!!

Develop Positive Attitudes 1. Through comprehensive, independent and unbiased service offerings, Leverage 5 should begin to develop positive attitudes toward the company brand, the trick will be to convert these attitude to buzz, word-of-mouth, and repeat customers.  Effective messaging, and utilizing digital media to interact with former, current, and potential customers should effectively accomplish this task.

Positioning Value Service 465 Media recommends Leverage 5 take position its offerings as a value service. There are a number of similar alternative in the Metro Atlanta area, many of which are much larger and very well established. Leverage 5 will need to compete (especially in the beginning) on price, and then prove the exceptional value with unmatched customer service. Leverage 5 should also market it’s unique position as an independent from outside influences and a single source partner because it differentiates the company offerings from larger firms. It might be important to explain how project management can be a huge conflict of interest if not independent. (Possibly incorporate on website or in a simple form for the tagline).

Virtual Presence In order to compete effectively in the marketplace, Leverage 5 must develop a website. The website will provide more than just a social presence for the company, an effective design should accomplish strategic goals. We recommend these goals include:

Communicate & Inform 1. 2. 3. 4. 5.

Who is Leverage 5 How to contact us Why Leverage 5 is capable of working for your business? What Leverage 5 can do for your business: Services Finished Product: a photo gallery of finished projects completed by the firm

Develop Relationships 1. 2. 3. 4.

Establish familiarity within geographical area Provide client feedback Create icon links to reputable social media sites for more connectivity Draw attention to environmentally conscious contributions made by Leverage 5 within their work and their community

Brand Awareness 1. Develop a memorable impression 2. Create a recognizable logo that possess an obvious and striking image 3. Design an interactive site for current and potential clients  A web portal for users to log in an access project specific information would allow Leverage 5 to collect important data on clients, and help foster longterm relationships

Greater Cognitive Learning 1. Stress the Leverage 5 inspiration (Visually and Literally) that founded and directed the “5” brilliances of focus 2. Attract and grow audiences to Leverage Five through social media buzz

Social Media In order to grow as a company and reach new clientele, Leverage Five must engage into the world of social networking. One of the most undoubtedly influential shifts people have made in recent years has been the incorporation of social media into their daily lives. People are now involved with each other on a digital basis more than ever before. The push into social networking has become so important that it has even spread into the business world, making it easier for businesses to connect with their customers. Small businesses are using these options to extend their reach and gain precious exposure with this new type of marketing.  Approximately 75% of small businesses are utilizing some form(s) of social media networking, and many are seeing the benefits of these implementations (Mendez, 2011).  According to iExposure.com, “65% of business owner using social media said it helped them stay engaged with current customers, 61% said they gained new customers, and 52% of businesses said they became more aware of their company in their market” (Mendez, 2011). Becoming involved in social media is the standard now, and Leverage Five should dedicate an exceptional amount of promotional efforts to gaining a digital presence. There are a variety of powerful social media tools readily available for businesses to take advantage of:

Synchronous Tools  

 

Run on the basis of real-time communication. This mean that users are able to connect to each other at the same time, anywhere in the world. Include platforms such as instant messengers and web conferencing programs to name a few. Skype and other chat based instant messengers serve as some of the quickest and easiest ways outside of texting to communicate, and many include video and photo support for convenience. Can be utilized to remain seconds away from their clients at virtually all times. Additionally, Twitter can be used to reach new clients, discuss industryrelated issues, or chat directly with current clients.

Asynchronous Tools: 

Work on "separate times" for each participant’s own convenience. Since time can often be in shortage, this makes it easier at times to get back to an individual at the best time, rather than right away.  Examples are Facebook pages, email, web blogs, and RSS feeds.  With these tools, Leverage Five can deliver news to current and potential customers and stay in touch with their network regardless of whether or not their audience is currently available. Marvelous benefits to all of these social media tools lie in the ability to learn so much about the market that is targeted by the business. However, one of the most important advantages of being present in social media includes the chance for Leverage Five to enhance its branding. Twitter and Facebook are the perfect tools for this, as they are gateways for giving company’s a personality and not just a name. The company will be able to engage with its customer by not only direct conversation, but by bringing relevant, interesting, and passion-

fueled information to its audience. Topics related to the company’s image including current events and audience-target inquiries can be posted, allowing the consumer to be included in Leverage Five’s own business. For example, the company can use Twitter to broadcast exciting news via hashtags (#insert topic), which can be discovered by users across the globe. The same news has the option to be posted to the Leverage Five Facebook profile as well to reach consumers who may not be involved with the Twitter profile. Many people think that companies have individuals constantly at work day-round tweeting and posting to consumers, but programs such as HootSuite have been developed to schedule posts for user convenience. Most importantly, HootSuite also serves as a social media management tool used to integrate multiple social media networks on to one convenient location. With safe-to-use third party programs such as these, small businesses have the ability to reach out to consumers like never before. One of the most convincing factors as to why Leverage Five must gain a digital presence lies in strengths shared by both the social networking tools and the company itself. Leverage Five prides itself on its timeliness, flexibility, personalized services, and cost-effectiveness (Frost, n.d.) , which are four attributes clearly found in the usage of social networking. The following statements relate these values to the perks of a social media presence:  Timeliness: Rapid speeds of the internet today, from the office computer down to cell phone data transfer, allows for instant response time and real time communication.  Flexibility: Utilization of social networking also allows companies to not only brand themselves more flexibly, but share content to more specific markets and with clearer feedback. Promotion can be made according to company standards and can reach the audience quickly and be modified according to company projections.  Personalized Service: Both of these flexible and time-effective benefits support a higher degree of personalized servicing, as well as the ability to actually communicate directly and easily with the consumer.  Cost-effectiveness: Lastly, using social media as a marketing tool is incredibly costeffective. The social media networking sites are free to use, and therefore offer an intensive amount of publicity at no cost. This means that Leverage Five’s advertising budget can be refocused on other promotional strategies or endeavors. While it is true that Leverage Five can eventually pay money to advertise on social networks such as Facebook, it is an optional point at this step of development. Until then, the company can gain an exponential amount of reach and influence to the market for a miniscule amount of resources. These are only a handful of the benefits receivable through the act of building a social media presence. Business are well aware that these online networks are the norm now, and are realizing how efficient this technology has become. For these reasons collectively, as well as the digital focus on relationships with consumers, now make it imperative for Leverage Five to take part in both social media networking and marketing.

Networking Business Development Associations Although additional research is need to determine the feasibility of networking with larger agencies engaged in recruiting new business development and expansion in Georgia,

Leverage 5 should consider becoming a member of a local business organization to gain access to business owners in the community.

Local Government Associations If not already a member, consider joining networks like the Perimeter Community Improvement Districts, the Metro Atlanta Chamber of Commerce, and the Cobb County Chamber of Commerce. The Georgia Department of Economic Development work tirelessly with local organizations to develop strategic partnerships in order to provide a competitive edge to business considering Atlanta for relocation and/expansion. It is important to network with these organizations to remain relevant and be considered for multiple projects

Publicity Promotional Material 1. Create Pens with the Leverage 5 logo on it. 2. Create notepads that people can put on their desk or keep in the car or purse. 3. Create a magnet with the Leverage 5 logo

Create a Social Media Website 1. Make sure that you are keeping up with your social site and updating regularly. 2. Add your social site link(s) on your printed promotional material.

Magazine 1. If possible, try and get an article in a local project management/architect/real estate magazine to advertise. (Entrepreneur Press., 2013) 2. Provide stories about past jobs that you did and provide a testimony from that company if possible.

Marketing Strategy & Marketing Mix Product Brand Name Although Leverage 5 is not currently a recognizable brand like other larger competitors (CBRE, Colliers International, etc). The company contains significant experience in the industry. The CEO, Laurie Ford, is the brand for Leverage 5 in its current state. As the company grows and executes multiple jobs for clients in many different industries, Leverage 5 will become more than a sum of Ms. Fordâ&#x20AC;&#x2122;s professional experience and expertise. It is essential for Leverage 5 to develop a strong recognizable brand now that encompasses a message of utmost quality, unmatched service, and independent/unbiased expertise in order to develop awareness and consistent message.

Quality Leverage 5 does not have an actual established level of quality based on knowledge about the brand. However, this does not mean that the company does not offer quality.

Quality in terms of customized, personal attention and service is what the company is offering. Although this is a common phrase among companies in this industry, Leverage 5 is different in that it offers INDEPENDENT customized personal service to its clients. Ultimately Leverage 5 must develop a strategic marketing communication message that conveys what the company is offering: trust, integrity, expertise and cost effective, personalized services.

Scope of Product Line & Additional Offerings Services: 1. Construction Project Management 2. Furniture, Security & General Contractor Procurement assistance 3. Move Management planning and implementation 4. Furniture Installation Management 5. Request for Pricing (RFP) & RFP Response writing

Value Added From Services: 1 . Independent service provider with professional objectivity 2 . Single source partner; one service or multiple services—you choose 3 . Uncommon flexibility from the services that we offer to invoicing 4 . Industry expertise—no Jr. level resources 5 . Exceptional customer service

Warranty Although there is no warranty policy expressly stated by Leverage 5, we believe it is already an unstated commitment to exceed client’s expectations. We are unsure if it is an industry policy to have a stated warranty policy because we did not see any competitors with stated policies. The norm seems to be statements of meeting and exceeding client’s expectations when executing a project.

Marketing Strategy & Marketing Mix Price List Price Construction Costs Vary (approximately $35.00 per square foot to over $100.00 per square foot) Variables affecting construction cost:  Square footage  Level of finishes  Timeline for completions  Availability of furniture, fixtures and equipment. Although Leverage Five’s cost structure is competitive for the industry, the firm employs an effective strategy of including a Not-To-Exceed cost for each client. We believe it is important to advertise this guarantee, especially when advertising to non-profit organizations.

Discounts We do not foresee using promotional discounts as a useful strategy for Leverage 5. The company offers cost effective project management solutions. The objective of this offering is to offer the service at the lowest possible price. To offer promotional discounts would be confusing messaging. And discounts to contractors would cause the company to taint it’s most important differentiator: its independence.

Bundling Bundling could be a useful strategy only when it benefits the client. Not for profit gain. This is important to communicate to clients. The cost savings and options available by bundling but also the alternatives if bundling is not preferred.

Marketing Strategy & Marketing Mix Distribution Service Area Location Laurie Ford has taken pride in her company, Leverage Five, for providing top quality service, staying steps ahead of competition, and always looking for new ways to potentially grow the company. Leverage Five will not only service the Metro Atlanta area but that and its surrounding cities. We all have heard this infamous quote, “When opportunity knocks, open the door.” Although Metro Atlanta is a developed business area, Leverage Five will not cancel out potential clientele from and around the state of Georgia.

Partnerships for Growth Partnerships can always be a sticky situation. As with any project, working together as a whole to better the company, should be the main goal. We chose to partner with companies that are local in the state of Georgia. For Instance, Innovative-e is an upcoming company that solely handles project management. Any experience that Leverage Five can get a hold to to develop the company further is great. Partnership with Innovative-e will allow connections nationally and internationally due to their locations around the world. Today, Innovative-e keeps its competitorâ&#x20AC;&#x2122;s on their toes by offering top quality service.

Potential for Expansion With the potential of new partnerships with Leverage Five, the hopes are one day to expand nationally and internationally. As Laurie Ford molds the company into a greater source of extinction, we want the company to exude diversity throughout the programs that are offered. Unlike many startup and national companies, Leverage Five will be known locally and globally as a company that solely offers project management consultation. As a result, the clientele base is vastly greater than those companies that only offer project development locally.

Marketing Strategy & Marketing Mix IMC Strategy Logo Development & Corporate Identity Package

We recommend developing an easily recognizable logo that is relevant with all target markets. With this in mind, we came up with a number of different logo options (see appendix), but selected one that resembled a blue print designs and incorporated an easily identifiable symbol, and minimized the use of multiple colors while maintaining creativity and relevance in order to keep printing costs down for the corporate identity package. By using one a well developed and recognizable logo and symbol, Leverage Five will have more creative options and brand placement opportunities in order to build brand awareness and recognition.

The firm should remember to put the full logo, or just the symbol shown above (depending on space, cost, medium) on EVERYTHING! This logo needs to be on business cards (shown below), letterhead, website, social media pages, promotional material (like pens, magnets, notepads), company polo shirts, and anything else that can be customized with the logo.

Marketing Strategy & Marketing Mix IMC Strategy Advertising Plan As we have learned, the media planning process is not a task to be taken lightly. There are many variables that must be taken into consideration when choosing an advertising plan for one’s company. Before establishing a plan, media objectives along with specific strategies must first be understood and put forth by the company. The first action in choosing a media selection for Leverage Five, is to establish which outlet would be the best communication to the consumers that will ignite an interest in the brand. The combination that 465 Media has chosen to focus on for Leverage Five involves internet presence, public relations, social media, and promotional programs. Because Leverage Five, is a small startup company we do not want to wipe the finances by investing in large projects that will leave a hole in the advertising budget. After careful consideration, a great way to begin the media selection process is through showing internet presence, a topic that will later be discussed. In order to answer the question, “To whom shall we advertise” we must know who Leverage Five is. Leverage 5, is one of the many companies who pride themselves in being a top competitor. According to Laurie Ford there are three categories of competition: “ Large Real Estate firms that offer project management services as an ancillary service, architectural firms that offer project management as an ancillary service and other small independent project management firms who offer project management services as their core business.” In order to have a starting run against the competition, Leverage Five must have their message seen via social media outlets as often as possible. Since the company and advertisers face budget constraints the best way to reach the targeted audience is via Facebook and Twitter, and Skype if the client is unable to be present during a meeting. These outlets will be constantly used so that each consumer feels a sense of security when working with the company. The use of the ads posted along the social media websites will remain within budget and provide an outlet for communication between Leverage Five and the consumer. 465 Media has planned to use 5% of the Leverage Five’s total revenue in order to produce the necessary avenues needed to gain presence in the market. As the advertising and technology industry changes, the choice soon becomes when and how to present the company to the market.

Internet Presence Website Development: ● The first step is to develop a website that consumers are able to access.

Search Engine Optimization (SEO): ○ Defined: Search engine optimization is the process and practice of both on-site and off-site techniques that enable and encourage search engines

to properly index a web site and to “rank” it in search results for appropriate search queries (http://windmillnetworking.com/2013/03/28/google-plus-seoeverybodys-talks-about-it-how-do-you-do-it/) ○ Internet Marketing Strategy ○ 10 ways to take advantage of SEO using Google+ (http://www.seomoz.org/blog/tips-to-use-google-for-seo) ○ Follow your profile links ○ Embed post links ○ Optimize your google+ title tags ○ Unlimited editing power ○ Index new content lightening fast ○ Connect with influencers ○ Optimize your author picture for more traffic ○ Test drive a google+ social media dashboard ○ Check your social rank ○ Be an awesome early adopter

Website design ● ● ● ●

Brand is visible on the site Logo on every page Clean, professional. Different sections that include about the company, contact information, information about the services ● Easy to navigate ● Include links to social media (and have links to the weds it'd on the social media outlets)

Social Media Plan ●

1 Month ○

Enhance Facebook page: ■

Replace currently blank profile photo with a capturing high quality logo. ■

Develop a tagline to be listed under “Company” on the main page. This will be one of the first lines that users read, so it should include a few buzz words but be brief enough to stand as a summary. ■ Complete the company profile in the “About” section. This includes the company description as well as more general information. Fill in other miscellaneous information that supports the

business, such as founding date, historical timeline, and contact information. ■

Replace blank cover photo with a large high-res image relevant to either Leverage Five itself or the industry of project management.It is not recommended that the cover photo feature the logo, as this will duplicate the profile picture. ■ Use the photo albums to include a few high quality photos of either on-the-job photographs, industry-related fact/article images, print content, etc.. Many companies take advantage of Facebook photo albums by uploading consumer-related content such as “Did you know” article snippets or charts of useful information geared towards the client ■

Begin Leverage Five’s first wave of Facebook followers by inviting previous clients to “like” the page. This should not be overdone, but should be performed just to “get your foot in the door”. ○

Create a Twitter Presence: ■

After establishing an account, use the same high-res logo as featured on the Facebook page for consistency. ■

Create a brief tagline. On Twitter, it is very important to get this done the right way. It is generally believed that certain taglines generate the likelihood of more followers. Using buzz words, original lines, and clever catch phrases increases the interest many users have in brands. Words such as “official” and “expert”, for instance, have statistically been more frequent on Twitter pages with the highest amount of followers. Though the results may not be instant, using the tagline feature to put an emphasis on company branding is incredibly tactful. ■

Begin following previous clients, associates, etc by searching for them using keywords and names. This will begin to broaden the company network and get more exposure. Additionally, they may choose to follow back. ■

Initiate tweets by posting interesting content with both links and hashtags in order to be found easily by users. It would be in favor to link with both clients and other industry-related companies. ○

Become readily available on Skype: ■

Create a company-based Skype profile.

■

Use the same logo as found in the company Facebook and Twitter. ■

Announce the availability of this tool to clients on the Facebook (through a post and in the contact information section), Twitter, and any other ideal methods. The convenience of having an active Skype account available to client at wide-array of times should be used to Leverage Five’s advantage.

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3 Month ○

Increase social media activity ■

Send at least 5-10 tweets per week on Twitter. This should be on a progressive growth track as it is less likely users will follow a new page that tweets nonstop. Again, these tweets should be limited to interested content that is industry-related or based on activity at Leverage Five. ■

Actively use Twitter and Facebook to spread the creation of ideas.This can generate an exponential amount of retweets and new followers in the long run. ●

6 Month ○

Adjust social media scheduling to see what works best. ■

As social media presence begins to grow, begin testing out the idea of “contra-competitive timing” (Zarrella, Dan). Most businesses post on the weekdays, yet users spend the most amount of time on social media networks during the weekends. As a new company, Leverage Five can take advantage of this by posting more on the weekends. This might possibly benefit Leverage Five by increasing exposure ○ Begin implementing the usage of third party social media maintenance applications such as HootSuite, for the following benefits: ■ Scheduled tweets, messages, and posts on Leverage Five’s behalf. This way, the company can perform at the most timeefficient manner while sending out messages to its followers at the most optimal times. This is very important as the time of day can make an extreme difference in whether or not that post is seen.

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Managing of multiple social media networks on one dashboard. Many of these tools allow for access to more than one social media networks in the same interface. This is incredible convenient as the same (or slightly modified) posts can be made on multiple social networks with ease. On a note, this should not be overdone as crowding the same content on different social networks can be considered a nuisance if performed often. ■

Simplified tracking of social media mentions , shares, and retweets. Often times these types of applications offer the ability of easily and conveniently viewing brand statistics on the same page. It is rather difficult otherwise to track total social media activity figures including mentions, retweets, traffic, “likes”, etc... ●

1 Year ○

Assign employee(s) the specific duty of social media management. ■

At this point in time, Leverage Five should have accumulated a strong enough following to require a substantial amount of consistent posts. It may be worthwhile to develop a small team with the assigned duty of tending to the social media efforts. This may ensure that the social media presence strengtens alongside the growth of the company itself.

Public Relations Plan

Promotional Program Rear Car Widow Wrap

Print Ad

The purpose of the ad is to convince growing businesses and the architecture & design firms that might be working with them that Leverage 5 will take care of every element of the project and personally assure execution in a cost effective, timely manner, that exceeds expectations. The tone of the message should be professional and informative. ď&#x201A;§

Youtube Ad:

The purpose of this advertisement is to inform the target market of architects and general contractors that Leverage Five will lower real estate costs through personalized services that only Leverage Five can offer. The tone of the ad should be informative because there is currently limited brand awareness. Script: “ Start lowering your real estate costs today! Leverage Five is here to provide services you have never experienced before. Each client is unique and we are here to cater to your needs. Why choose Leverage Five? We provide exceptional customer service. We understand who our customers are and what they want. We have extensive experience of over twenty years in the industry. We are technology driven. We are sustainable and green. Most importantly, we are cost effective. Visit http://leveragefive.com for more information.”

Projected Results of the Promotional Programs As a result from the promotional programs, we hope to see an increase in the inquiries for business with Leverage Five. Business won't occur until the target market knows the company exists, so it is important to develop an effective promotional campaign

Short & Long – Term Projections Conservatively, 465 Media short term projections project that Leverage Five will need to include a larger budget for advertising to reach the planned target market. Creative strategies to better these projections include the mentioned advertising plan and promotion programs. Through these programs 465 Media projects that Leverage Five will not only effectively penetrate the target market but create an overall awareness for the brand. Through trade shows, print ads, press releases, and the usage of a mobile billboard we believe these outlets will be resources to find connections and network with other companies. Such prestige, will allow connections with companies and open new ways to penetrate larger markets in the project management segment. Also by targeting consumers via The Business Chronicle can potentially up Leverage Five’s customer base and result in a raise in sales. With the many expenses that Leverage Five will acquire, 465 Media long term projections project that with the expansion of the advertising budget, expenses will no longer affect the net worth of the company. Sales will continue to increase and Leverage Five will continue to further penetrate their target market along with new markets in the mix. Within a one year span, 465 Media projects that Leverage Five will have also accumulated a strong enough following to require a substantial amount of consistent posts. The company may consider developing a public relations team to further develop the company and move its stance from good to great in the market. 465 Media projects that through the developments of technology the companies usage of contact with Skype will increase as they penetrate markets across the region and nationally.

Conclusion 465 Media has come to the conclusion that in order to advertise Leverage Five the best, we need more capital. The limitations in budget restricts us from reaching the audience that our competitors are capable of reaching. Our suggestions include taking a loan and establish financing in order to effectively reach your target market. The current budget allows

you to start advertising, but frequency is crucial in advertising and the more you want to produce your ads, the more money it will cost. However, if Leverage Five continues to advertise with our recommended low cost options, they will see the results of this advertising campaign deteriorate over time. 465 Media believes that Leverage Five has great potential in the marketplace if they establish brand awareness and customer loyalty.

Appendix & Exhibits

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