PresentedbyMosaicCommunica3onsRepresentedbySarahLaupan&JolemaNoel

SpringValleyPublicRela3onsCampaignPlan

•  1.Expandadver3sing–  EstablishsomesortofTV/radioadstorunespeciallyinmonthsleadinguptosummer

–  Incorporatesomesortofseasonalpromo3ons–  ImplementacampaigngearedtowardsreachingmoreofNorthAmerica–  Plantoexpandsalestolocalretailers

–  SetupaPR/Adver3singBudget•  2.Analyzeprofitabilityandhowfarmsupplychainretailsalescanbeintensified

–  Haveakeysellingproposi3onforretailsales•  3.Reviewwebsite

–  Trackuse–  SurveyaQrac3venessofsite

•  4.Improvinginternalandexternalcommunica3ons•  ‐revampingtheirinternetpresence(websiteandonlineadver3sing)

•  ‐directmailtopoten3alprofessionalindustryclientsandpoten3aldistributors•  ‐thespecialevent(whichweshouldtalkaboutmorebutdon'thavetogivefulldetailsforthispresenta3on)•  ‐tradeadver3singandmembershipinprofessionaltradegroups

•  ‐withthelaunchoftheirconsumerdirectedhomefer3lizersatmenardsandfarmandfleet,dosmallspecialeventsatareastoresandadver3singthosebynewspaperandradioads

Situa3on

•  50thAnniversary•  StrongprofessionalendusercustomerbaseinWisconsinarea,wan3ngtoexpandNorthAmericanregionalpresence

•  Consistent15%growthinSaleseachyear•  Wan3ngtoexpandRetailProductLines•  SuccessfulAnnualevent‐TurfFair•  Organiza3on’sInternalCommunica3onWeak•  BasicUseofWebsite

Objec3ves

•  EnhanceOnlinePresence•  ImproveInternalCommunica3onwithinCompany

•  DevelopRetailPartnerships&PromoteLaunchofRetailLines

•  ExpandDistributorships&ProfessionalEndUserCustomerBaseinNorthAmerica

•  Con3nuePreviousSuccess&Expandwith2011TurfFairEvent

Audience

•  Current– WisconsinAreaProfessionalEndUsers

– DistributorsinotherareasinNorthAmerica– Breakingintoretailsalepartnerships

•  Future– ExpandedareaofDistributorships– RetailStoressellingtoResiden3alEndUsers

Strategy

EstablishSpringValleyasabrandthatnotonlyprovidesexcellentproducts,butalsoa

dis3nguishedcustomerserviceexperience.

EnhanceOnlinePresence

•  Re‐designWebsite- TemplateBased

- Thestoryof“TheSpringValleyExperience”- Besureofalllinksworking;“MySpringValley”- DistributorDirectory- CustomImages- Effec3velyMonitorTraffic

- YouTubeVideoDemos

EnhanceOnlinePresence

•  SEO– Currentlyranked19thwhensearchingfor“TurfProducts”,49thwhensearchingfor“TurfFer3lizer”

•  GoogleAdWords– Campaigntoadver3seonGoogleusing“keywords”

– Costsperclick

ImproveInternalCommunica3on

•  UnifiedIntranetSystem–  Supportedthroughre‐designedwebsite–  Log‐Insforallemployees&distributors–  Templatebased–  Pos3ngallNeededInforma3on

•  CompanyE‐mailCommunica3onSystem–  Companyhostede‐mailaddressesforemployees– Distribu3onLists–  ImportantNo3cesE‐mailedtoEveryoneConcerned

RetailPartnerships&Promo3on

•  RetailPartnerships– Willassistincoordina3ngpartnershipsthroughmarketresearchandevalua3onofbestpoten3alassocia3ons

– Promo3on•  Assistanceinpackagingdesigntoembracebranding

•  RetailStorepromo3onincludingstoredisplaymaterials•  In‐storeLaunchEvents•  Adver3sementofIn‐storeEvents•  LinkonWebsitetoRetailers&UpdateofHistory

Distributorships&CustomerBase

•  DirectMailCampaign– Large‐scaledistribu3on

•  ProfessionalFer3lizerLines•  IceMelter

•  TradeAssocia3onAfflia3ons– GCSAA– GCBAA– GolfIndustryShow– Print/OnlineAdver3sing

TurfFair2011

•  FocusonqualitySpeakersandDemos•  ExpandInvita3onstopoten3aldistributorsandcustomersfromoutoftheregion

•  Adver3seEventinTradePublica3onsandwithProfessionalOrganiza3ons

•  IncorporateNewAQrac3ons– Turf“War”– 2DayEvent–  IncorporateResiden3alProductCustomers

ProgramTimeline

June2010

•  Setupofnewe‐mailsystem

•  Evalua3onofneedsfromwebsitere‐design

•  Promote50thAnniversaryEvent

•  BeginTurfFairPreliminaryPlanning

July2010

•  EmailSystemImplementa3on

•  BookTurfFairloca3on•  FinalPrepara3onsfor50th

AnniversaryEvent

ProgramTimeline

August2010

•  50thAnniversaryEvent•  LaunchofNewWebsite•  RetailMarketResearch

•  Pursuemembership/affilia3onswithTradeOrganiza3ons

September2010

•  Evalua3onof50thAnniversaryEventthroughpar3cipantresponses

•  Design&PurchaseAdver3singSpaceinTradePublica3onsforTurfFair

ProgramTimeline

October2010

•  BookSpeakers/DemosforTurfFair

•  SecureCateringandVendorsforTurfFair

•  YouTubeDemoVideoCrea3on

November2010

•  SecureandFinalizeSpeakersforTurfFair

•  TurfFairCoveragePitchestoTradePublica3ons

•  DesignIceMelterDirectMailPieces

ProgramTimeline

December2010

•  DesignofRetailStoreDisplays

•  DesignofMaterialsforTurfFair

•  SalesRepEventTrainingforTurfFairandIn‐StoreEvents

•  Finaliza3onandPrin3ngofIceMelterDirectMailMaterials

January2011

•  E‐mailSystemandInternalCommunica3on6‐monthEvalua3on

•  Finaliza3onandPrin3ngofRetailStoreDisplays

•  Finaliza3onandPrin3ngofTurfFairMaterials

•  IceMelterDirectMailRoll‐out

ProgramTimeline

February2011

•  TurfFair2011•  WebsiteRedesign6‐month

Evalua3on

•  Prepara3onforRetailEventTour

March2011

•  RetailProductRoll‐out•  2In‐storeRetailEvents•  TurfFair2011Evalua3on

–  Par3cipantCommentCards

–  AQendanceNumbers&Demographics

•  DesignofProfessionalFer3lizerDirectMailPieces

ProgramTimeline

April2011

•  3In‐StoreEvents•  Finaliza3onandPrin3ngof

ProfessionalFer3lizerDirectMailPieces

May2011

•  12‐monthPRCampaignEvalua3on–  Examina3onofWebsite

Traffic,Adver3sementImpressions,EventSuccess

•  ProfessionalFer3lizerDirectMailRoll‐out

Evalua3on

•  Scheduledevalua3onsin3meline•  MonitoringofWebsiteTrafficandCallsreceivedthroughCallCenter

•  AnalysisofEvalua3onsdonebypar3cipantsofspecialevents

•  Monitoringofsalesnumbersbefore,during,andanercampaign

Budget

•  WebsiteRe‐design:$5,000•  Adver3sing:$2,500•  DirectMail:$2,500‐$5,000

•  SmallSpecialEventTour:$1,500

•  Staffing:$14,000

•  TurfFair:$30,000‐$40,000 Total:$55,500‐$68,000

Ques3ons?