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Operation Brand Restoration and Relaunch Launch Agency Proposal 01/04/13

Operation Brand Restoration and Relaunch Launch Agency Proposal 01/04/13. Agency Search. Blackmon Mooring is conducting an agency search The agency that is selected will help Tell the Blackmon Mooring story Set Blackmon Mooring apart from its competition. 1. Launch Proposal (Philosophy).

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Operation Brand Restoration and Relaunch Launch Agency Proposal 01/04/13

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  1. Operation Brand Restoration and Relaunch Launch Agency Proposal 01/04/13

  2. Agency Search • Blackmon Mooring is conducting an agency search • The agency that is selected will help • Tell the Blackmon Mooring story • Set Blackmon Mooring apart from its competition 1

  3. Launch Proposal (Philosophy) • Establishes cost structure for Launch to help tell your story and differentiate you from competition • Proposal for our time/fees • Separate from plan recommendation to utilize the $2,500,000 marketing budget • Expresses desire to establish a long-term relationship • Like Blackmon Mooring has with its long-time customers • Provides account team to service your business • Includes sweat equity (staff time) investment in new partnership 2

  4. Big Challenge/Big Opportunity • Highly fragmented and undifferentiated category • Blackmon Mooring in transition • Brand personality, imagery in flux • Customer count declined in 2012 • 2013 Business Goals • Lead generation • Brand awareness • Build the brand • 2013 Marketing Budget: $2,500,000 • Yellow Pages and agency fees incremental 3

  5. Objectives Business (“Make the phones ring”) • Increase overall inquiries by 10% per month • Gain incremental 5-8% lift in sales Marketing (“Build the brand”) • Increase Blackmon Mooring brand awareness in Texas and Oklahoma City • Develop clear, concise positioning and accent points-of-difference • Improve value perception of brand • Gain search/social leadership status 4

  6. Situation: Time for a Marketing “Reset” • Establish clear, unique and memorable brand position, voice and personality • Increase customer acquisition (make the phones ring, and the mouses click) • Separate Blackmon Mooring from “sea of sameness” and fly-by-night discounters • Get credit for heritage of quality, service and innovation 5

  7. Marketing To Impact Each Stage In Process Acquisition Loyalty Advocacy 6

  8. Critical Components/Where We Begin Phase 1 -- Insights and Strategy Development Phase 2 -- Creative Development Phase 3 -- Digital Media Management Note: Phases 2 and 3 happen concurrently 7

  9. Phase 1- Insights and Strategy Development • Assess competitive messaging and product offerings (online and offline) • Study secondary research • Learn directly from consumers • Quantitative Online Survey • 200 consumer prospects in key Texas areas and Oklahoma City • Current top of mind and aided brand awareness • Key brand and competitor associations • Usage triggers • Typical information sources • Selection influencers 8

  10. Phase 1- Insights and Strategy Development • Continue consumer dialogue • Qualitative Study • Focus groups to add depth to online study • Probe brand associations and decision-making process • Gain feedback to potential messaging concepts for Blackmon Mooring • Four groups; 6-8 consumers in each 5. Define target audience • Describe best prospects beyond demographics • Mindset and motivation • Key triggers 9

  11. Phase 1 - Insights and Strategy Development • Create Brand brief • “Key Document” to focus overall brand message 7.Develop communication strategy • Message and media tactics by stage in the consideration/purchaseprocess • Optimize owned media • Website and blog • Social media strategy • Email newsletter • Paid media for brand awareness • Present 2013 Marketing Plan • Approval, execution, measurement, refinement 10

  12. Phase 2- Creative Development • Concepting through production • Creative elements to include, but not limited to • TV/radio/print campaign • Redesigned website • Social media • SEO/SEM • Direct mail/print/collateral • Customer loyalty program • Media buys 11

  13. Phase 3 - Digital Media Management & Optimization • Improve presence in search • SEO for new site • Purchase key search terms • Execute social media strategy • Provide content per new brand voice • Monitor activity and respond • Analyze key metrics and optimize monthly 12

  14. Phase 3 - Digital Media Management & Optimization Timing • SEO/SEM recommendation after Key Document/brand brief approval • Social media content and monitoring - ongoing • Digital analysis conducted and reported monthly • Optimizations recommended as necessary 13

  15. Timing • Phase 1 • Complete in 10 weeks • Phase 2 • Complete in 4-6 weeks • Website may take longer • Some elements may be completed more quickly • Phase 3 • Complete, in-market 2-3 weeks 14

  16. Cost Structure • We forecast 2700 staff hours for 2013 • To complete the Phase 1- 3 deliverables • Other related needs that arise • Covers (primarily) research, planning/strategy, digital/social, creative development, project management and website makeover • Our compensation is based on 2400 hours • 300 hour investment in the relationship • Applied Q1 for research/strategy/positioning/concepting initiatives 15

  17. Compensation • Launch to serve as full-service agency partner to Blackmon Mooring • Annual for all deliverables; $289,975 • Some initiatives are non-recurring • Depending on success in 2013, year 2 could be less expensive • Frontloaded to reflect workload • Q1 -- $90,000 • Q2 -- $75,000 • Q3 -- $65,000 • Q4 -- $59,975 • Average $24,165/month 16

  18. Staffing • Involvement from all three agency principals • Michael Boone, Diane Seimetz, David Wilgus • Account service • Lindsay Simon, BeccaLauten • Digital/social media • Alexandra Watson, AdeDoyinAdebiyi • Creative • Richard Wezensky, Alex Slotkin, Ellen Giles • Production/Studio • Laura Carroll, Carolyn Sexton 17

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