Remodeling Contractor Basic Outline Marketing Plan

Remodeling Contractor Basic Outline Marketing Plan

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Table of Contents - Basic Outline Marketing Plan

1.0 Marketing Vision......................................................................................................................................1 1.1 Goals.............................................................................................................................................1 1.2 Purpose.........................................................................................................................................1 1.3 Picture ...........................................................................................................................................2 1.4 Gap Dashboard.............................................................................................................................2

2.0 Ideal Customer ........................................................................................................................................3 2.1 Market Description.........................................................................................................................3

3.0 Remarkable Difference ...........................................................................................................................3 3.1 Differentiators................................................................................................................................3

4.0 Core Strategy..........................................................................................................................................3 4.1 Core Branding Elements................................................................................................................4

5.0 Product/Service Innovation .....................................................................................................................4 5.1 Price Rationale ..............................................................................................................................4

6.0 Marketing Materials.................................................................................................................................5 7.0 Web Plan ................................................................................................................................................5

7.1 Social Media Plan ..........................................................................................................................5 8.0 Lead Generation Plan.............................................................................................................................6

8.1 Advertising.....................................................................................................................................6 8.2 Referrals........................................................................................................................................6 9.0 Lead Conversion Plan.............................................................................................................................7 10.0 Service Experience ...............................................................................................................................7 10.1 Loyalty Product/Service Offerings ...............................................................................................7 10.2 WOW Process .............................................................................................................................7 11.0 Marketing Calendar...............................................................................................................................8 11.1 Monthly........................................................................................................................................8 12.0 Critical Numbers....................................................................................................................................9 12.1 Sales Forecast ............................................................................................................................9 12.2 Marketing Expense Budget........................................................................................................11 12.3 Key Marketing Metrics ...............................................................................................................13 13.0 Marketing Training Game....................................................................................................................13

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Remodeling Contractor Marketing Plan

1.0 Marketing Vision

We are on a path to becoming the remodeler of choice in our chosen upscale market. Our weekly all-staff meetings always involve discussion of ways we can improve every aspect of business and service to reflect this vision.

1.1 Goals

Personal

Income of $275,000 21 days of vacation National Ethic s in Business award Top 25 Remodeler Business

$5 mil revenue 25 design projects 100% 9 or above rating St rat egic

Top 3 in market 10 carpenters Buy building T ac t ic al

Redo website Top 10 for 5 search terms Column in Home Section Hire marketing coach

1.2 Purpose

Remodeling is a tough business filled with lots of unkept promises. We will become known as one of the most ethical service providers in our industry and in business in general. Every decision we make will be infused with our core ethics.

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Remodeling Contractor Marketing Plan

1.3 Picture

It's 3pm on a Tuesday and as I enter the office our design team is meeting with a prospect going over our process and portfolio. The customer came to us through a customer whose kitchen was one of the largest we have ever completed. Every aspect of the job went well and in addition to sending us referrals the owner sends the lead project manager on the job cookies and Christmas cards.

When I return to my desk I find 3 inquiries and a request for an interview to talk about our recently instituted green-building process. Shortly I will meet with our customer service team to talk about this year's customer appreciation project.

A quick glance at the project and key indicators board shows we are well on our way to a record year and quickly becoming known as the remodeler of choice if you understand that the remodeling process is as important as project.

1.4 Gap Dashboard

My personal projections are based on a 20% increase in income tied to an even larger increase in revenue.

The business projections are a healthy but realistic 30% increase in business due in large part to our added design capabilities.

Table: Gap Dashboard

Gap Dashboard

Personal Income of $275,000 21 Days of vacation National Ethics in Business Award Top 25 Remodeler

Bu si n e ss Revenue of $5 million 25 Design Projects 100% Ratings of 9 or above

T acti cal Redo website Top 10 for 5 Internet search terms Write column for the newpaper Home section Hire marketing coach

Stra te g i c Top 3 in market 10 carpenters on staff Buy a building for our business

Year 1

$275,004 21 0 0

Year 2

$288,754 21 Yes Yes

Year 3

$303,192 21 Yes Yes

$5,120,000 25 0

$5,632,000 30 yes

$6,195,200 35 yes

0

yes

yes

0

yes

yes

0

12

12

0

0

0

0

yes

yes

0

ten

ten

0

done

done

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