Plans Book
ALLEN RING CONSTRUCTION JANUARY 2019 - DECEMBER 2019
CONTENTS Executive Summary 3 - 4 Brand History 5 Competitors 6 - 7 Research 8 Buyer Persona 9 SWOT Analysis 10 Public Relations 11 Media Mix 12 - 13 Budget 14 Media Schedule 15 Reach, Frequency, GRP 16 Evaluation 17 Appendix 18
EXECUTIVE SUMMARY Campaign Period January 1st, 2019 - December 31st, 2019 Research Summary Secondary research was conducted to construct this media plan Target Audience Individuals or businesses in need of a construction company for new construction or remodels. Objectives The primary objective for this media plan is to increase business and customer base for Allen Ring Construction
Summary of Primary Findings The primary objective for this media plan is to increase business and customer base for Allen Ring Construction Media Summary This plan will utilize traditional, nontraditional, and digital forms of media Budget The budget for the duration of this media plan will be $5,000 PR / CSR Volunteer services for BROC's Weatherization program in which home repairs are provided free of charge to the elderly & low income familes Evaluation Effectiveness will be determined by evaluating Facebook Analytics and the number of new customers during the plan period
BRAND HISTORY Brand History
Allen Ring Construction was established in 2006 Allen Ring. Allen had over 20 years of experience in the construction industry prior to establishing his own construction company. Having worked as a sub-contractor for many of the county’s biggest construction companies, Allen was able to gain a lot of experience and knowledge from previous employers. After working as a subcontractor for 20 years, Allen chose to complete the contractor’s exam to earn his contractor’s license. Allen Ring Construction has previously employed up to 7 people at once with multiple crews working on separate jobs simultaneously, but now employs 3.
Prior Advertising Campaigns
In previous years, Allen Ring Construction has had custom t-shirts and sweatshirts printed with the company’s name, logo, and phone number printed on them. However, only a small number of shirts were printed and distributed to a small number of people. The only continuous form of advertising is the company’s name and number printed on the side of Allen Ring’s work truck and the printing of business cards. The business cards are given to potential customers, as well as given to past customers for future needs and distributed at local convenient stores and gas stations.
Public Perception / Challenges
The public's perception of Allen Ring Construction is positive. Customers are left feeling happy and satisfyed with the work that was done. Challenges faced with this media plan will be the limited budget. Allen Ring Construction is a small company operating in a small community. Therefore, it does not have the resources to invest in a larger media plan.
PRIMARY COMPETITORS Caldwell Construction Positive reputation in the community In business for decades More resources Shaw Brothers Construction Long standing reputation Offers custom built cabinetry and furniture Matthew Johnson Construction New and growing More employees
SECONDARY COMPETITORS Sparta Home Center Provides mobile and modular homes Cheaper alternative to building Bartlett Home Repair, INC. Provides gutter installation Offers small home repairs
RESEARCH Allen Ring Construction had no social media presence. The social media pages for Allen Ring’s biggest competitors, including Caldwell Construction and Shaw Brothers Construction. No other primary competitor has a strong social media presence, or in some cases, no presence at all. The local competitors which do have social media pages are limited to only Facebook and are rarely updated with content. Some of the social media pages have not been updated in numerous years. Most of the competitors have few followers.
BUYER PERSONAS A couple in their early 30s to early 40s possibly with children or planning to have children. Looking to build their first home for their family to grow in
The retired couple, 60 to 70 years old who wants to enjoy a simpler life or a summer home in the Blue Ridge Mountains.
SWOT ANALYSIS Strengths Attention to detail Great reputation in county 30+ years of experience Wide array of skills and specialties Customer loyalty
Opportunities Build a social media presence with a strong following Widen target market to surrounding areas Develop collaborative relationships with similar businesses Obtain commercial contracting license
Weaknesses No media/social media presence No marketing knowledge or experience Small number of employees (harder to take on/complete larger jobs in a timely manner) Located in a small county with fewer opportunities
Threats New/younger competitors emerging Pricing undercut by larger, out of town competitors with larger resources Manufactured homes Increasing cost of building materials
PUBLIC RELATIONS Allen Ring Construction will partner with a local organization called BROC. BROC (Blue Ridge Opportunity Commision) is a non profit organization which partners with local builders to offer needed home repairs to elderly residents and low income households that could not otherwise afford such repairs. The builders also offer weatherization to homes that qualify. This may include adding insulation to retain heat in the cold winter months. In exchange for Allen Ring Construction's services, the business will be advertised and recommended through BROC.
MEDIA MIX Traditional Newspaper - This media plan will utilize newspapers as a form of traditional media advertising. Our target audience, specifically the retired couple, relies heavily on newspapers as a form of information. Allen Ring Construction will advertise their services in the local Alleghany News.
Non-Traditional Bar/Restaurant Advertising - Advertisements for Allen Ring Construction's services will be placed on local bar and restaurant menus. These advertisements will be seen by local residents, as well as residents in surrounding areas that may be dining in the county.
Digital & Social Digital and social media platforms will be used for this marketing plan. The most widely used platform used by our target audience is Facebook. This media plan will rely heavily on Facebook, but will also utilize Instagram by posting content on the company's page.
BUDGET
Contingency = $449.04
MEDIA SCHEDULE
*Note: Restaurant menu ads are offered in bundles. Each bundle has a 2 month lifespan. Allen Ring Construction will have a weekly advertisement in the local newspaper that is approximately 1/16 of the page.
Allen Ring Construction identified a $1.00 daily budget for Facebook to advertise the Facebook page.
REACH, FREQUENCY, GRP
Universe: 11,031 Reach: 81.48 Frequency: 42.28 GRPs: 3
EVALUATION To evaluate the success of the media plan for Allen Ring Construction, I will gather and examine the number of customers and business profit over the past three years. I will compare that information to the number of customers and business profit at the end of this campaign.
APPENDIX Business page references: https://www.facebook.com/Matthew-Johnson-Construction-719886338152040/ https://www.facebook.com/JamesCaldwellConstruction/ https://www.facebook.com/Shaw-Brothers-Inc-460360400756970/ http://www.sparta-nc.com/spartahomecenter/ https://www.jsonline.com/story/money/business/2018/06/08/rising-costs-labor-lots-lumberpush-up-home-prices-industry-says/684998002/ https://www.census.gov/quickfacts/alleghanycountynorthcarolina https://www.landmarkclassifiednetwork.com/ https://metrodiner.com/advertise-with-us/
Professional references: The Alleghany News. (n.d.) The Alleghany News History. Retrieved from https://en.wikipedia.org/wiki/The_Alleghany_News Patel, Neil. (n.d.). Which Social Media Accounts Really Matter and Why. Retrieved from https://neilpatel.com/blog/which-social-accounts-matter/ Proctor, Emily S. (2010). 5 Easy Steps to a Winning Social Media Plan. Retrieved from https://www.socialmediaexaminer.com/5-easy-steps-to-a-winning-social-media-plan/