Allyson Davila

Miles Grow

Harry Lyles

Alex Slatkin

Alyssa Villalvazo

What We’ll cover

• SWOTT

• New target market

• Media strategies

Strengths• Family owned business implies a quality job

• Licensed contractor (#799535)

• Experience

• Company listed on various online sites: eHardhat, Town contractors, Houzz

Weaknesses● Difficult to find the website because there are many different R&R’s

● Not enough social media presence

SWOTT

Opportunities• Room to grow within the residential market

• Create more brand awareness via social media (Yelp!, Youtube, Facebook, Twitter, Etc)

• Invest in more advertising materials (Yard Signage, Brochures, Etc)

• Most older Inland Empire neighborhoods are at the point of remodeling

Threats● Very saturated competitive market

● Economy is still slowly recovering

● Limited reach in the residential market

• Over 30 years of Professional Experience

• High Quality

• Family Owned

• Relationships

• Specializes in Residential Construction

• Multiple Services

Positioning

Target Market: Region

Target Market: Region w/ Demographic layer

Target MarketMiddle-aged women (35-55] who are looking to remodel their homes in the IE

Primary:

• “Exurbanites” [segment 7 in ArcGIS]• Upland, Rancho Cucamonga, Claremont, Chino Hills• Median age: 46yrs, $84,522 income, hire contractors for complicated projects

Secondary:

• “Urban Villages” [segment 21 in ArcGIS]• Claremont, Ontario, Pomona, Fontana• $62,837 income, 70% of homes built before 1970 = need remodeling/fixing

Tertiary:

• Industry Professionals• Partner with interior designers, architects, home insurance companies [American Home Shield]

Taglines

- Family is the best home we know"

- "A small price to pay for the family who does it right"

- "Reputation is earned, and we don't disappoint"

- "Where family matters since 1982"

- "Contracting is a job, being a family is our purpose"

- "We've got your back"- The best way to express this is with a photo of the whole team with their backs turned to the camera,

while arms are interlocked.

Yard Signs- Displayed on current clients’ lawns

• 18" x 24" Aluminum (.040); Colors: 1 Color; Double-sided• Each $15

Vehicle displays- Moving advertisement

• Vehicle Wraps: $2000+• Vehicle Magnets: $125+• Vehicle Rear Window Decals: Each $85+

Showroom parties- Team effort between people in the house-related business

● $330-$700/SF (www.loopnet.com) (split cost- based on number of service participants)● Food: ($100-$150 split between service participants)● Music: Free {MP3 player (includes iPod), Smartphone, & computer}

Website Redirection

Media Strategies

Magnets- To continue their success

• $80.39- $535.99

Brochures/ Books- Brochures for information on the company to hand out. Books for professionals (i.e. architects, developers, real estate brokers & agents, interior decorators, and etc.)

• (buy in bulk)- Sizes: (10.98" x 8.5") • $13.39- $150.74

Social media- Used for awareness, information, likability, and more.

Google Adwords

• Free till more visits• Set your own budget(Some businesses spend tens of thousands of dollars a

month, and others are comfortable investing several hundred.)

•

Media Strategies (Cont.)