1. Vice President of Marketing
Marketing Updates
Brian Price
Vice President of Marketing

2. Marketing Team Update
New
New
New 2

3. Crafco Goal
To double the size of Crafco by 2025 3

4. 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

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

6. 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 marketing promo tool 6

7. 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

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

9. 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

10. 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 or to request images and/or to submit images 10

11. 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

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

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

14. 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 (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 Mastic Specification for ASTM 14

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

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

17. 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.

18. 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.

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