1. 2017 Marketing Initiatives and Beyond
Marcia Fortley
Michelle Ridinger

2. 2017 What’s New Department Changes General Rebranding
Andrew Hickey – Joined design-build sales team
Jess Roth – Promoted to FT graphic designer
Michelle Ridinger – Hired as marketing program manager
Rachel Adshead – Hired as PT Image Relay/photography coordinator
General Rebranding
New website, new features
Portals for distributors and associates
Audiences – contractor, developer, homeowner, architect
Careers, news, media
Inspiration Gallery
Robust design-build section – Specs/BIMs/CAD/Bid Request/Profile Info/Case Studies
Social media presence – FB, Twitter, Instagram, Pinterest, LinkedIn
Installation videos on YouTube
Installation instructions and quick guides

3. 2017 What’s New General Rebranding Public Relations
Literature/POP/Displays
Small highlight brochure
Updated sales support program
Pop-up banners
Solutions Baluster brochures – large/small
New display labels
Packaging - boxes and hangtags, new product
Horizontal cable box
Price book redesign – Part II
ADA merchandise flyer
Tradeshow Representation
Public Relations
Articles
New products
New hires
Digital Advertising
JLC, MFE, Professional Deck Builder
E-newsletters and site banners

4. 2017 What’s New Design-Build Distribution Pro-Channel
Profile Tote Boards
Info Cards with Presentation Portfolio
MFE Tradeshow Rebranding
Case Studies
Robust Info on Website – BIMs, Specs, CAD
Distribution
Deck Bundle Program Collateral (6-pack box used in pro channel too)
Sales Support Program in the Works
Pro-Channel
Studio photography
Inaugural Webinar for Winter Launch
All Updated Branding Initiatives
Launch Materials
Tradeshow Initiatives

5. ON THE HORIZON

6. Contractor Loyalty Program
GOAL: make Fairway the #1 choice of contractors who use railing
Rewards our core customer – Pro-Channel contractor – for purchasing our railing over other brands
Tiered program with benefits based on amount purchased
Benefit our distributor and dealer partners as well
Launched as a pilot program Q2 in 3 to 4 distributor areas
OBJECTIVES:
Increase purchase frequency
Decrease price sensitivity
Develop/increase advocacy
Extend relationship lengths
Increase share of wallet
Expanded engagement with contractor
Increase revenue for Fairway and its partners

7. Cable Merchandiser
Capitalize on horizontal cable’s popularity and our easier system
Displays all cable components for sale, even posts
More merchandise than before
Tear-off “take-off” sheets
Locking casters
Sturdier and more attractive
Clear messaging – speaks to contractor and homeowner
Features demo and actual post with riv-nuts and pre-drilled sleeve
Receive POs from distributors before ordering

8. Display Program Game-changer in industry
Scalable display with modular parts
Educational to homeowner and contractor/selling tool
Small and large options
Keep sales displays, some floor displays
Show profiles
Messaging geared toward homeowner, but also functional for contractor and dealer sales rep
Standard on all displays: infill options, LED lighting, ADA
Create possible merchandiser to sell kitted railing

9. What’s Next for THE Railing Leaders?
Contractor Loyalty Program / Contractor Conversion Program / Elite Program
Rebranding Efforts Continue for all Channels
Increased strategic content – social, web, PR – we are the experts
Display & Merchandising Programs
Website will keep evolving
Dealer/contractor leads and driven by who stocks and displays our product
Revamped FBP site with Dealer portal
Ideas?
Product Knowledge/Training
Web-based training for contractors and sales reps
In-house training program
RailMasters Team
Customer Campaigns
Contractors
Dealers
Invested in GrowthBuilder
Helped develop and review questions for research
Compliments DemandBuilder
Help identify growth opportunities by product, market and geography

10. Reminders
ASSOCIATE PORTAL FIRST!

11. Reminders ASSOCIATE PORTAL FIRST! Do you need new business cards?
Fill in form on Associate Portal and to Jess Roth
Do you need a Gift Certificate or a Van Flyer?
Contact Jess – build-in two week turnaround
Do you need items for a local tradeshow?
Contact Customer Service to order literature and giveaways
Contact Michelle Ridinger for display and pop-up booth coordination and any marketing ideas
Need Photos or Logos?
Go to Associate Portal first, if you don’t see what you want contact Marcia
Sales Support Program
Find updated program on Associate portal
Fill in form and send to customer service
ANY QUESTIONS??

12. Marketing Tradeshow Overview
2017 Tradeshows
NLRA
JLC Live
IDEAS
BuilderMart
MFE
Deck Expo/JLC Live
2018 Tradeshows
IBS and ”The Backyard!”
Those listed above
BuilderMart???
Any others that should be on radar?

13. Tradeshow What’s New? Purposeful collaboration with sales
Timely coordination with internal and external partners
New and updated displays
New literature
Contests
Social Media Interaction
New POP – banners, tablecloths, display racks
Pre and post show follow up with sales and attendees
Demos
“Display Library” coming soon for smaller and local sales rep driven shows!

14. 2017/2018 Launches
Continuing with webinars to distribution to launch new products
Scheduling for early November for products launched at NSM
Steel, A210 Updates, LED, Horizontal Cable Updates
Scheduling for early Mid-January for products launched at IBS
Cellular PVC
Launch Plan
Sell sheets
Professional Photography – NEW!
Website
Social media/PR
Installation Videos – new studio
Webinar
Price book and other literature (Highlight Brochure)
Displays
Associate and Distributor Portals
2018 Launches
Additional sales support – ideas, suggestions?

15. Display Vans On hold until 2018
Worked with internal team, including sales to develop strategy
Detailed RFP sent to four vendors, winner - Carpenter Connections!
Cataloged existing vans
Attended dealer show to see how van was used
Van will be modular so fairly easy to update
Will have “on-trend” displays
Next Steps
Work with vendor to develop and finalize creative
Build displays in-house to vendor spec
Time frame
Once spend approved
Creative can begin – 4 to 6 weeks
Display creation with vendor approved specs – up to 4 weeks
Once vans physically here, installation can begin – up to 4 weeks assuming creative approved and displays built

16. THANK YOU! QUESTIONS?