Cash study 5 Chapter 9 Not for Profit Organization Craig Lizotte

About the Company Company 5 is a not for profit trade organization. Company 5 is a not for profit trade organization. Global Global It is in the building industry. It is in the building industry. Small scale Small scale Been around for 80 years. Been around for 80 years. Has 1% of the market for specialized building material. Has 1% of the market for specialized building material.

Why was this company chosen The objective of this case study is to Branding a company. The objective of this case study is to Branding a company. Small institution w/ Large competitor. Small institution w/ Large competitor. Shows that the same concepts are applied to non profit organizations. Shows that the same concepts are applied to non profit organizations.

Mission Statement To be the industry’s leading source for credible information on the benefits and applications of specialized building materials. To be the industry’s leading source for credible information on the benefits and applications of specialized building materials.

Goal To increase demand for customized building material it improves profitability of producers distributors and wholesalers. To increase demand for customized building material it improves profitability of producers distributors and wholesalers. Lower prices. Lower prices.

Analysis Company 5 needs to work on: Company 5 needs to work on: Branding Branding Ways to target. Ways to target. Useing technical words on websites Useing technical words on websites such as tech info vs. publications. such as tech info vs. publications.

Plan to Achieve Missions 1. Educational, technical and engineering expertise. 1. Educational, technical and engineering expertise. 2. Ongoing liaison with government and regulatory agencies. 2. Ongoing liaison with government and regulatory agencies. 3. Analysis of building materials and different types of construction. 3. Analysis of building materials and different types of construction.

SWOT Analysis Strength Talented graphic designer Organized website Weakness 1% of market share for specialized building material Filed bankruptcy but raised funds to stay in. Not enough capital to meet market branding needs. Opportunities Not created image yet. Threats Large corporation competitor

Staff Three full time technical employees. Three full time technical employees. Managed by executive director and director. Managed by executive director and director.

Funding Membership dues. Membership dues. Sales of technical publications. Sales of technical publications. Government grants. Government grants.

Market Research First phase First phase –Gave surveys to distributors, wholesalers, engineers, architects, and contractors, of their opinion towards the image and building materials. Second phase Second phase –To assess companies image.

Target Audience Technically Trained Technically Trained –Engineers –Architects

Branding Strategies Model 1. Monitor environment. 1. Monitor environment. 2. Brand communications to long term advertising and public relations vs. short term sales promotion. 2. Brand communications to long term advertising and public relations vs. short term sales promotion. 3. Communication strategies to reach opinion leaders and get positive word of mouth. 3. Communication strategies to reach opinion leaders and get positive word of mouth. 4. Create image based on the company not its services. 4. Create image based on the company not its services. 5. Visual image to support branding strategy. (logo??) 5. Visual image to support branding strategy. (logo??) 6. Branding strategy for all customer contact points. 6. Branding strategy for all customer contact points. 7. Establish strategic alliance. 7. Establish strategic alliance. 8. Internet presents that consistent with branding strategy. 8. Internet presents that consistent with branding strategy.

1. Monitor Environment Secondary research to monitor governmental and regulatory changes. Secondary research to monitor governmental and regulatory changes. Positive experience for visitors. Positive experience for visitors. Toll free number to disarm negative experiences. Toll free number to disarm negative experiences. and answer questions. Web site design Web site design –Efficiency-Fast, organized, easy to navigate. –Fulfillment-delivered on time. –Reliability-site availability, doesn’t freeze. –Privacy-Information is not shared.

2. Brand communications to long term advertising and public relations. Targeted communication strategy which used advertising and public relations to promote its brand. Targeted communication strategy which used advertising and public relations to promote its brand. Wrote articles on building material to show expertise to increase credibility. Wrote articles on building material to show expertise to increase credibility.

3. Communication strategies to reach opinion leaders and get positive word of mouth. Interviewed government and regulatory agencies to develop ongoing communications with them. Interviewed government and regulatory agencies to develop ongoing communications with them.

4. Create image based on the company not its services. For long-term branding company 5 made a brand that was creditable. For long-term branding company 5 made a brand that was creditable.

5. Visual image to support branding strategy. Consulted with visual experts. Consulted with visual experts. Since there is no brand image they will have to get a logo that will demonstrate its goals. Since there is no brand image they will have to get a logo that will demonstrate its goals. Innovative, global and creditable Innovative, global and creditable Their tag ling is Their tag ling is “The only source for building materials selection.”

6. Branding strategy for all customer contact points Minimal customer contact points. Minimal customer contact points. Manufactures, intermediaries, end users, and regulatory bodies. Manufactures, intermediaries, end users, and regulatory bodies. Each user is asked to selected the Each user is asked to selected the Each group is targeted appropriately to create a strong brand image. Each group is targeted appropriately to create a strong brand image.

7. Establish strategic alliance Formed alliances with organizations after it proved its credibility. Formed alliances with organizations after it proved its credibility.

8. Internet presents that's consistent with branding strategy. Focus is online Focus is online Used market research to help brand. Used market research to help brand. Focused on services. Focused on services. CMR will we be applied to strengthen relationship. CMR will we be applied to strengthen relationship.

Value Bubble Company 5 uses all 5 stagiest of the value bubble with potential customers and 4 for existing customers. Company 5 uses all 5 stagiest of the value bubble with potential customers and 4 for existing customers. 1. Attracting 1. Attracting 2. Engaging 2. Engaging 3. Retaining 3. Retaining 4. Learning 4. Learning 5. Relating 5. Relating

Attracting Site is well Organized. Site is well Organized. Technical info. Technical info. Credit cards not excepted delaying shipping. Credit cards not excepted delaying shipping. Full of dead end pages. Full of dead end pages. Failed to apply company goal in website. Failed to apply company goal in website.

Engaging Customized WebPages based from targeting. Customized WebPages based from targeting. Some features made the site appear amateurish. Some features made the site appear amateurish.

Retaining Strengthen brand by motivation repeated visits. Strengthen brand by motivation repeated visits. Frequent updates. Frequent updates. New services. New services. Offer seminars. Offer seminars. Client monitoring to update content. Client monitoring to update content.

Learning Registration section which build up a data base of visitors preferences, demographics, and company affiliations. Registration section which build up a data base of visitors preferences, demographics, and company affiliations. Click stream and log file tracking. Click stream and log file tracking.

Relating Huge data base allows for more effective branding. Huge data base allows for more effective branding. Articles will be targeted based on previously profiled interests topics. Articles will be targeted based on previously profiled interests topics. Personalized s. Personalized s.