Vice President of Marketing Marketing Updates Brian Price Vice President of Marketing

Marketing Team Update New New New 2

Crafco Goal To double the size of Crafco by 2025 3

Marketing Tactics for Growth Awareness & Consideration Ads to expand leads Trade show participation Conversion Develop customer-focused problem/solution sales materials Training: Crafco University Loyalty Evolve sales materials to better cross-sell Advocacy Develop Field Reports and expand advocacy messages

Grow Leads Date Total Leads 2013 ~402 2014 ~1,281 2016 ~6,578 5

Marketing Initiatives Use multimedia advertising to maintain and increase leads Improve digital marketing: Convert all websites to state-of-the-art technology Analyze addition of eMail marketing promo tool 6

Grow Market & Products Grow size of pie by taking money away from other treatments and growth of transportation budgets Grow slice of pie through better conversion Training Production capacity Product focus Customer Service 7

Grow Crack Sealing Market Develop story and selling materials to grow crack sealing market Use with DOTs to gain more investment 8

Test: Market Expansion Story Hosted by Gallo Business Media PW Directors > 25,000 population Grant covers airfare, hotel and meals 11/13/2017 – 11/15/2017 Lake Las Vegas, NV 9

Growth By Conversion: Training Continuous expansion of Crafco University online program offerings Sealcoat, DOT Compliance, ESS (Electronic Submittal System), New Hire Orientation Coaching for Performance workshops Training and development of Goals and Goal Setting Increase Cross Departmental Team Work & Communication Continuous expansion of training resources (available in the Center of Excellence) Super Shot sales demo checklist and video launched, formal training for all sales staff underway Patcher II sales demo checklist launched. Videos and formal training later this FY Vast Media Repository Please contact brandi.julian@crafco.com or amy.stenger@crafco.com to request images and/or to submit images 10

Training – What’s to Come? On the Horizon! Comprehensive PMSI specific training to launch this FY Developing strategy to extend training resources to Distributor network Additional equipment training guides and videos 11

Growth By Conversion: Production Capacity Continue increasing production for season Equipment Parts Materials 12

Growth By Conversion: Product Focus MASTIC ONE™ PLEXI-melt™ 13

MASTIC ONE™ Plan Promote Mastic One as our primary mastic, and promotion of PolyPatch will decrease Add Mastic One to state approved product lists, replace PolyPatch In the future (~18 month plan) have two mastic part numbers and all promotion for mastic will be for Mastic One Mastic One 33339 (current product) Mastic One Cold-Climate TBD (new product) Continue production of PolyPatch Coarse until Mastic One Cold-Climate Discontinue production of PolyPatch Fine immediately and replace with Mastic One After inventory is depleted, discontinue PDS Continue forward with Project 2.13-62 Mastic Specification for ASTM 14

Launch PLEXI-melt™ Growth Product supply has substantially increased Selling assets available: Training module Specification Print brochure ebrochure 15

Growth By Conversion: Customer Service Develop Customer Service to be a competitive advantage 16

Marketing Key Initiatives 2017-2018 Crafco Implement first digital marketing program to maximize web search (e.g. Search Engine Optimization, AdWords, AdSense) Develop new enhanced marketing stories for promotion/selling Why choose Crafco? Why grow crack sealing? Develop sales training plan for Distributors Develop Tradeshow business plan Develop Customer Service business plan While there were many tactics planned for the upcoming year, this represents some notable tactics that you expect and look for.

Marketing Key Initiatives 2017-2018 PMSI Launch “complete” eCommerce plan – ability to purchase from website Implement first digital marketing program to maximize web search (e.g. Search Engine Optimization, AdWords, AdSense) Launch sealcoat promotional plan Develop PMSI training plan/curriculum While there were many tactics planned for the upcoming year, this represents some notable tactics that you expect and look for.

Questions Send Your Feedback We grow by receiving supportive or constructive feedback that we turn into action! 19