2018 SIPA Annual Meeting & Conference

Marketing

Thank You

This Year’sAnnual Meeting

Sponsors

Marketing Committee

Agenda

• Website Performance Review

• Social Media Review

• Newsletter Review

• Advertising

• New project map for SIPs buildings

• Old/New Items/Adjourn

RulesOf Order

SIPA Marketing Update

• www.sips.org– Traffic Report

– Blog and Press Releases

– Search Engine Stats

• Social Media Stats

• Newsletter and Ad Reports

Web and Social Media

SIPA Marketing Update

VISITORS – Full year 2017

sips.org Visitors

Total Page Views: 524,729 Unique Page Views: 410,536 Unique Visitors: 159,760

6

Returning Visitors

Unique Visitors

Mobile Visitors

Average per month - 2017

43,727 - total page views

34,211- unique page views

13,313 - unique visitors

SIPA Marketing Update

sips.org Visitors

7

Total Page Views Unique Page Views Unique Visitors2016

Yr over Yr comparison 2015 through 2017

569,785 525,025 524,729

384,924 379,663 410,536

100,101 113,191

179,760

2015 2016 2017Total page views Unique page views Unique visitors

Even though we have experienced a slight downturn in one key stat for 2017:

Total Page Views: down 1%

Our site is showing significant growth in:

Unique Page Views: up 8%

Unique Visitors: up 42%

Same Period Comparisons – Full Year 2015-2016-2017

525,025 379,663 113,191

Total Page Views Unique Page Views Unique Visitors2017 524,729 410,536 179,760

Total Page Views Unique Page Views Unique Visitors2015 569,785 384,924 100,101

SIPA Marketing Update

www.sips.org homepage continues to be the most visited entry page on the site, 3 years running, with “What Are SIPs” a consistent 2nd.

sips.org

8

2015Page Title Percentage Visits

1 Homepage 47% 32,795

2 What Are SIPs? 16% 11,103

3 FAQs Regarding SIPs 11% 7,559

4 SIPs Construction Details 3% 1,935

5 SIPs vs Sticks Cost Data 2% 1,492

6 R-Values in the Real World 2% 1,315

7 Sustainable Building with SIPs 2% 1,290

8 General Do's and Don'ts SIPs 2% 1,147

9 SIP R-Values (Calculated R-Values) 2% 1,071

10 Retrofit Insulated Panels 1% 545

2016Page Title Percentage Visits

1 Homepage 37% 28,134

2 What Are SIPs? 17% 13,200

3 FAQs Regarding SIPs 14% 10,515

4 SIPs vs Sticks Cost Data 4% 2,821

5 SIPs Construction Details 3% 2,196

6 General Do's and Don'ts SIPs 2% 1,836

7 SIP R-Values (Calculated R-Values) 2% 1,821

8 Sustainable Building with SIPs 2% 1,444

9 R-Values in the Real World 2% 1,377

10 Formaldehyde Emissions 0% 373

SIPA Marketing Update

sips.org

9

Google (both domestic and International traffic) is by far the search engine driving users to sips.org

10

In the full year 2017 - SIPA’s web sponsor ads enjoyed an average of 10,545 click throughs from scrolling ads displayed at the bottom half of the SIPA website pages.

879 clicks per month (average) 29 clicks per day (average)

They also received over 1.9 million page impressions (views without physical click through) per month.

Impressions Clickssips.org web Ads

SIPA Marketing Update

ACME Panel 1,364,413 7,864

Enercept 1,364,430 6,753

EPS 1,364,396 6,876

Extreme Panel Technologies 1,364,426 8,492

FischerSIPS 1,364,406 7,150

Foard Panel 1,364,394 6,390

hsbCAD 1,364,383 7,662

Innova Eco Building System 693,671 4,449

Insulspan 1,364,430 8,346

Murus 1,364,425 7,964

NTA 1,364,416 7,376

PorterSIPS 1,364,356 7,355

PremierSIPs 1,364,394 8,224

R-Control SIPs 1,364,359 7,329

SIPschool 1,045,373 6,970

SIPTECH 1,364,417 7,761

Trufast 1,364,372 6,571

SIPA Marketing Update11

Increased Engagement Q4 for clear

exposure increases.

Tag us, we monitor and

share you content!

Age and gender breakdown of fans

Total ReachThe number of people who had any content from your page or about your page enter their screen

Total Page Likes as of Today 2,252

Page Views(most recent month)

Key Audience:ContractorsHomebuildersDesigners

SIPA Marketing Update12

630% Increase in Exposure/Impressions Year over Year

SIPA Marketing Update13

For the AEC Community LinkedIn is High Quality

• Engaged and quality followers – higher than FB & Twitter (quality over quantity)

• Post content most popular when Engineering, Architectural, Project related

• Groups and discussion areas for members to education and network

ACTIONS to increase exposure:• Post to your business pages• Follow SIPA• Share industry articles• Share SIPA posts• Tag SIPA in your

content/conversations

NEW Business Page Nov 17– Feb 2018(Previously Private Group)

AUG SEP OCT NOV DEC JAN

SIPA Marketing UpdateFebruary 25, 2017 – February 24, 2018

Likes381

Shares638

Videos895

Subscribers2,106

85%

15%

61%

14%

7%

18%

84%

16%

92%

8.0%

99%

1%

58%

14%

14%

14%

91,617Views

35,458Views

3,092Views

14

Rough-in Electrical Wiring on a SIP home Basic SIPs Design and Engineering Structural Insulated Panels Animation

18% 50% 15% 266%

United States 60%Canada 7.2%United Kingdom 5.3%Chile 2.8%Australia 2.4%New Zealand 1.3%India 1.1%

Last 365 days

12,292 hours +23.4% as compared to same period last year

143,042 +4.6% as compared to same period last year

Last 365 days

SIPA Marketing Update

Multiview Newsletter

• Goes to over 17,000 stakeholders• Architects from CEU• Tradeshow leads• Stakeholders• Past/future members• Leads/prospects• Partner trade associations.

• Publishes bi-weekly

• Message themes:• Upcoming SIPA events• Education• Builder projects• Manufacturer highlights• Technical/Design information

• Ad sales royalty share ~ $5k/yr

SIPA Marketing Update

Ongoing Programs

• Projects• Calif. Title 24 Hi perf. attic & walls – builder training• Nail base roofing DOE/Build America retrofit• Mariposa Meadows• Design Guide Rollout

• Building Excellence Awards• Case studies & “Looking Book”

• Education• New CEU Comm. & Res. Online w/voice over – member site• Upcoming advanced CEU – commercial buildings RMI• APA Brochure Revamp• BEST – Bldr. Education with SIPs Training (Master Builders)• New brochures

• Website Project Map & Project Surveys (includes NZEC & NBI)

• Trade shows: IBS, Timber Framers Guild

SIPA Marketing Update

Magazine

Over 600 Page Views on www.sip.org since launch

(about 200 views per month)

It’s bi-annually!

It’s about SIPs!

Launch was November 2017

Over 4,200 copies were mailed Worldwide