Allyson Davila
Miles Grow
Harry Lyles
Alex Slatkin
Alyssa Villalvazo
What We’ll cover
• SWOTT
• New target market
• Media strategies
Strengths• Family owned business implies a quality job
• Licensed contractor (#799535)
• Experience
• Company listed on various online sites: eHardhat, Town contractors, Houzz
Weaknesses● Difficult to find the website because there are many different R&R’s
● Not enough social media presence
SWOTT
Opportunities• Room to grow within the residential market
• Create more brand awareness via social media (Yelp!, Youtube, Facebook, Twitter, Etc)
• Invest in more advertising materials (Yard Signage, Brochures, Etc)
• Most older Inland Empire neighborhoods are at the point of remodeling
Threats● Very saturated competitive market
● Economy is still slowly recovering
● Limited reach in the residential market
• Over 30 years of Professional Experience
• High Quality
• Family Owned
• Relationships
• Specializes in Residential Construction
• Multiple Services
Positioning
Target Market: Region
Target Market: Region w/ Demographic layer
Target MarketMiddle-aged women (35-55] who are looking to remodel their homes in the IE
Primary:
• “Exurbanites” [segment 7 in ArcGIS]• Upland, Rancho Cucamonga, Claremont, Chino Hills• Median age: 46yrs, $84,522 income, hire contractors for complicated projects
Secondary:
• “Urban Villages” [segment 21 in ArcGIS]• Claremont, Ontario, Pomona, Fontana• $62,837 income, 70% of homes built before 1970 = need remodeling/fixing
Tertiary:
• Industry Professionals• Partner with interior designers, architects, home insurance companies [American Home Shield]
Taglines
- Family is the best home we know"
- "A small price to pay for the family who does it right"
- "Reputation is earned, and we don't disappoint"
- "Where family matters since 1982"
- "Contracting is a job, being a family is our purpose"
- "We've got your back"- The best way to express this is with a photo of the whole team with their backs turned to the camera,
while arms are interlocked.
Yard Signs- Displayed on current clients’ lawns
• 18" x 24" Aluminum (.040); Colors: 1 Color; Double-sided• Each $15
Vehicle displays- Moving advertisement
• Vehicle Wraps: $2000+• Vehicle Magnets: $125+• Vehicle Rear Window Decals: Each $85+
Showroom parties- Team effort between people in the house-related business
● $330-$700/SF (www.loopnet.com) (split cost- based on number of service participants)● Food: ($100-$150 split between service participants)● Music: Free {MP3 player (includes iPod), Smartphone, & computer}
Website Redirection
Media Strategies
Magnets- To continue their success
• $80.39- $535.99
Brochures/ Books- Brochures for information on the company to hand out. Books for professionals (i.e. architects, developers, real estate brokers & agents, interior decorators, and etc.)
• (buy in bulk)- Sizes: (10.98" x 8.5") • $13.39- $150.74
Social media- Used for awareness, information, likability, and more.
Google Adwords
• Free till more visits• Set your own budget(Some businesses spend tens of thousands of dollars a
month, and others are comfortable investing several hundred.)
•
Media Strategies (Cont.)