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The Benefits of Being a STAR

The Benefits of Being a STAR. May 9, 2007 Woody Woodall, Director of Business, W.E. Bowers, Inc., Beltsville, MD Barbara Dolim, Executive Director, MSCA, Rockville, MD. MSCA STAR Contractor Qualification Program.

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The Benefits of Being a STAR

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  1. The Benefits of Being a STAR May 9, 2007 Woody Woodall, Director of Business, W.E. Bowers, Inc., Beltsville, MD Barbara Dolim, Executive Director, MSCA, Rockville, MD

  2. MSCA STARContractor Qualification Program • For the contractor, it provides a unique marketing opportunity to gain and retain business • For the customer, it affirms that the contractor has met tough industry requirements • For the employee, it reinforces your company’s commitment to the highest standards

  3. MSCA STARContractor Qualification Program • Program introduced October 2004 • 74 MSCA STARs to date • Industry focus today on “certification” • Proven sales & marketing tool • Gaining industry media attention

  4. Why become a MSCA STAR? • Differentiates you from the competition • Validates to customers and employees your commitment to excellence • Pre-qualifies you to customers on key criteria such as safety and education

  5. What makes a STAR? • The ability to meet a stringent set of operating criteria • Detailed application and supporting documentation • Submit to MSCA for review • Verification by independent third party

  6. Ensuring STAR Success • Internal Marketing • Promote STAR to your staff first • Celebrate STAR • Educate your staff about STAR • Get them to buy into STAR • Keep reminding them about its importance • Motivate them to become STAR ambassadors

  7. Internal Marketing at W.E. Bowers • Celebrate STAR • Kick-off party • Recognize certified techs • Reinforce value • Continue to educate team • Keep reinforcing STAR message • All-hands meetings • Quarterly newsletter

  8. Celebration Event Poster

  9. All-hands Event

  10. Employee newsletter article

  11. Develop Your Marketing Message – STAR Marketing Kit • Marketing support materials you need to succeed are in the MSCA STAR Marketing Kit: • Entire kit recently updated • Marketing strategies • Ready-to-use tools • Direct mail postcards • Print ads • Brochure, door hangers, etc. • Press materials • Available for purchase • Truck decals • Window decals • Uniform patches

  12. Marketing Kit

  13. How We’ve Used the Kit • Downloadable logo • Postcards • Developed sequential direct mail program applying ready-to-use materials

  14. STAR Postcard Campaign

  15. MSCA’s Resources • STAR Galaxy email newsletter • Read it & share it • Full of good marketing ideas • We send it around the company • Website – www.mscastar.org • Information source for contractors and customers • Talk to other STARs

  16. STAR Galaxy Email Newsletter

  17. www.mscastar.org

  18. www.mscastar.org • Member-only section of website • Logo/graphics • Customizable brochures (Hire a STAR) • Archived webinars • Customer presentation • Newspaper ads

  19. Simple Ways to Integrate STAR into Your Existing Marketing • Voicemail messages • On-hold phone script • Email signature • Logo and link to mscastar.org on your website • Shirts, hats, uniforms, etc. • Truck signage • Equipment stickers • Incorporate the message in your sales presentations • Printed materials • Press releases

  20. Business Card

  21. 3-Ring Binder

  22. Postage Meter

  23. Email Signature

  24. Website

  25. Shirts and Uniforms

  26. Shirts and Uniforms

  27. Truck Signage

  28. Sales Presentations

  29. Brochures and Sell Sheets

  30. Trade Show Booth

  31. Localized Press Release

  32. MSCA STAR Success Stories • Adrian Mechanical (Adrian, MI) • Airtech Air Conditioning (Miami, FL) • RECCO (Woburn, MA) • HMC (Louisville, KY) • Indoor Environmental Services (Sacramento, CA) • And more as featured in the March 2007 MSCA Dateline

  33. Becoming a STAR – steps and tips • Get buy-in from the top of your organization • Empower one person to drive your application (and the marketing and integration once you attain STAR) • Review the application kit and determine what you need to meet the requirements

  34. Becoming a STAR – tips and steps • Get the application ready while your technicians test for UA STAR

  35. STAR Criteria & Significance to Your Customers • Proven track record in the industry • Understand customer’s needs and have developed partnerships to meet those needs • Submit: Company annual report

  36. STAR Criteria & Significance to Your Customers • UA STAR Certified Technicians – 25% of Service Journeymen • Ensures trained, skilled technicians • UA STAR guarantees qualified technicians, MSCA STAR guarantees qualified contractors • Submit: the names of certified technicians

  37. STAR Criteria & Significance to Your Customers • UA STAR Update • Other UA STAR exams qualify: • Plumbing • MES • Refrigeration • Local support • Review materials • Information sources • www.uauniversity.org • www.nationalitc.com

  38. STAR Criteria & Significance to Your Customers • Outstanding Safety Record • Ensures documented procedures and record keeping • Guarantees compliance with all federal and state regulations • Work-related injuries rate below industry averages • Work is performed in a safe manner • Submit: Safety program with certain components and Safety eligibility form (on MSCA STAR website)

  39. STAR Criteria & Significance to Your Customers • Ongoing Training and Education • Ensures employees have the latest training on current technologies, regulations and procedures • Submit: list of training programs provided

  40. STAR Criteria & Significance to Your Customers • Established Inventory Control Program • Ensures parts and supplies available and saves resources • Submit: description of company tool policy

  41. STAR Criteria & Significance to Your Customers • Photo ID Cards • Ensures tenants peace of mind • Submit: Photocopy of company ID card

  42. STAR Criteria & Significance to Your Customers • Exceptional Customer Service • Ensures a commitment to customer satisfaction and responsiveness to customer needs • Submit: Description of customer feedback program and letters of recommendation from three current customers

  43. MSCA STAR Mentors • Current MSCA STARs are ready to help you navigate the application process, answer questions, etc. • Email Barb Dolim if you would like a STAR mentor (bdolim@mcaa.org)

  44. To Apply • Download Qualifier Kit and Application Form in the contractors section of www.mscastar.org • Submit materials in a 3-ring tabbed binder • Allow 4-6 weeks for processing

  45. New STAR Recognition at Educational Conference • Apply by 9/1/07 to be included in this year’s recognition ceremony at Educational Conference

  46. Thank You • Visit www.mscastar.org for more information • Or email Barb Dolim, bdolim@mcaa.org, with any questions

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