Download
1 / 30
300 likes | 371 Vues
Big CAogo goes here. 2010 Marketing Plan. January 22, 2010.
E N D
Big CAogo goes here 2010Marketing Plan January 22, 2010 Disclaimer: This confidential presentation contains material non-public information concerning PlayCore. By accepting this confidential information, the recipient agrees to use any such information in accordance with its compliance policies, contractual obligations and applicable law, including federal and state securities laws.
Table of Contents • Positioning 3 • Market Dynamics – Competitive Landscape 4-6 • Market Dynamics – Product 7 • Competitive Review • Core Territory 8 • Illinois 9 • Missouri and Kansas 10 • Arkansas, Oklahoma, West Tennessee 11 • Shipment History By State 12 • Strengths, Weaknesses, Opportunities and Threat • Core Territory 13 • Illinois 14 • Missouri and Kansas 15 • Arkansas, Oklahoma, West Tennessee 16 • Marketing Strategies and Tactics 17-23 • Product Development Requests 24 • Strategic Alternatives 25
Market Dynamics - Product • Product Trends • Playworld • Industry standard for product line breadth • Dominant universal access products • Miracle • Dominant universal access products • Industry standard for • Little Tikes • Dominant universal access products • Industry standard for • Landscape Structures • Pioneering aesthetics • Industry standard for fit and finish
Marketing Strategies • Increase Illinois shipments 15% by focusing on the school market • Grow shipments in western territories by 20% by increasing Cunningham Associates Brand Awareness • Increase commodity bids and referrals to associates by 10% through increasingly effective data mining techniques • Increase core territory shipments by 1.5% by focusing on secondary markets • Optimize lead generation via the internet with Cunninghamassoc.com and other appropriate sites • Increase sales of secondary product lines by 10%
Strategies and Tactics School - Generate leads to office and associates Direct and or email campaign Private school focus – Breadth of CAI assortment PE teachers – Play On and Everlast Principals – Equipment and site amenities Athletic Directors – Sports equipment and bleachers Public School Principal – Equipment lead, secondary teaser PE Teacher - Play On, Everlast Newsletter Institute disciplined lead service approach for gaining and following up on leads Outreach Two school centered outreach programs One landscape architect program Secondary Market and Products Market Church – Use playground success in existing territories to develop piece for Illinois Email/Direct mail vehicle Housing Authority Equipment (20/20 promotion) Maintenance Site amenities Military – All products Product UPLAY and 20/20 program to focused target market (church, developer, residential, etc) Introduction of waterslides and reintroduce GTH2O Need help from internal experts on who and when to mail Playground Guardian mailing with defined target audiences Park superintendents and school maintenance City of Chicago Develop action plan involving Tom Norquist, Bob Barron and Spencer Cheak General Develop and execute 12 month convention, show and sponsorship plan Coordinate plan with GameTime national events Increase Illinois shipments by 15% by focusing on the school market
Strategies and Tactics Missouri and Kansas Brand Awareness primary markets and customers Utilize Springfield Success (Martha Riggs, Play On with schools, Naturegrounds with Jodi) to contact targeted primary customers (Schools) Utilize Shaw Park success (UA) to contact targeted primary customers (Park & Rec) Digital photo frame or three dimensional mailing Brand Awareness all other - Generate leads to office and associates Direct and or email campaign Private school focus – Breadth of CAI assortment PE teachers – Play On and Everlast Principals – Equipment and site amenities Athletic Directors – Sports equipment and bleachers Public School Principal – Equipment lead, secondary teaser PE Teacher - Play On, Everlast Target markets Email campaign to low call frequency territories Utilize newsletters to reach out to customers Arkansas, Oklahoma and West Tennessee Brand Awareness primary markets and customers Utilize Springfield Success (Martha Riggs, Play On with schools, Naturegrounds with Jodi) to contact targeted primary customers (Schools) Utilize Shaw Park success (UA) to contact targeted primary customers (Park & Rec) Digital photo frame or three dimensional mailing Develop offers similar to Bob Charles Outreach Target Memphis and Little Rock for Play On and Maintenance Brand awareness all other - Generate leads to office and associates Direct and or email campaign Private school focus – Breadth of CAI assortment PE teachers – Play On and Everlast Principals – Equipment and site amenities Athletic Directors – Sports equipment Public School Principal – Equipment lead, secondary teaser PE Teacher - Play On, Everlast Grow shipments in western territories by 20% by increasing Cunningham Associates Brand Awareness
Increase commodity bids and referrals to associates by 10% through increasingly effective data mining techniques Strategies and Tactics • Data mining and lead generation • Research options • Reed Construction Data • Onvia • MDR Book • Targeted Google Alerts • Facebook, Twitter • GameTime.com • Cunninghamassoc.com • Principal and associate interviews to find best practice • Benchmark with best practice agencies • Dawson • Marturano • Develop processes to track results (CRM) • Leads • Projects • Sales • Execute programs • Develop monthly budget for lead generation • Execute program • Use tracking processes
Increase core territory shipments by 1.5% by focusing on secondary markets Strategies and Tactics • Invest in proposal capabilities • Maintain or increase competitive advantage • Develop and execute plan for customer association and sponsorships • Secondary markets - Generate leads to office and associates • Develop and execute 12 month newsletter plan • Benchmark with Dawson • Institute disciplined lead service approach for gaining and following up on leads generated by newsletter • Utilize marketing pieces developed for other territories to generate leads • Illinois school efforts • Secondary Products • UPLAY and 20/20 program to focused target market (church, developer, residential, etc) • Introduction of waterslides and reintroduce GTH2O • Need help from internal experts on who and when to mail • Playground Guardian mailing with defined target audience • Everlast to PE teachers
Optimize lead generation via the internet with Cunninghamassoc.com and other appropriate sites Strategies and Tactics • Optimize performance of Cunninghamassoc.com • Benchmark with competitor agency sites (identify 2-3 that you think are great) • Identify goals for site • Assign responsibility for keeping all content up to date • Associate contact information and territories • Post newsletters, programs and promotions • Success stories, etc • Discuss Playcore partnership program for ecommerce • Develop on going programs and content for Facebook and Twitter and incorporate into Cunninghamassoc.com • Benchmark other playground manufacturers and agencies current efforts • Develop presence with intent of generating and tracking leads
Increase sales of secondary product lines by 10% Strategies and Tactics • Secondary Products – Exhibit breadth of CAI product offering • Site Amenities • Define territory, market, audience and vehicle • Waterslides and GTH20 • Introduction of waterslides and reintroduce GTH2O - Need help from internal experts on who and when to mail • Define territory, market, audience and vehicle • Playground Guardian • Define territory, market, audience and vehicle • Surfacing • Define territory, market, audience and vehicle
Product Development Requests • Universal access silver bullets • Naturegrounds related products • Play On coordinated products • Primetime product alternatives that allow for lower costs while increasing play value (bids)
Strategic Alternatives Not Pursued With Rationale • Sales Associates • Do not want Associates focusing valuable selling time on small daycare and church business. This business should be referred to office for follow
