1. Marketing, Advertising and Public Relations Getting the most Bang for Your Buck!

2. Marketing, Advertising, & PR What are the differences? How do I incorporate these functions into my company planning?

3. Marketing Concerned with building and maintaining markets for water-source heat pumps in your region. Product, Price, Place, & Promotion

4. Public Relations & Advertising supports Marketing Paves the way for sales calls Generates sales leads Provides third-party endorsements PR stretches your advertising & promo $$$

5. Advertising Time or space that you purchase in targeted mediums. COST $$$$ CONTROL CALL TO ACTION RELATIONSHIP BASED ON BUDGET

6. Public Relations Time or Space in various mediums that cost you nothing. FREE!! LIMITED CONTROL NEWS or STORY BASED RELATIONSHIP BASED ON ACCURACY

7. MEDIUMS: PRINT INTERNET RADIO TELEVISION

8. Who Are Your Target Audiences? Design Firms Mechanical Engineers Architects Governing Agencies Related Organizations

9. Match the Medium to Your Audience Budget Timeline Message/presentation ClimateMaster support literature

10. Budgets % of annual operating budget Negotiate for better advertising rates Track your rate of return Coop advertising with other Rep firms

11. Timeline Events Conferences of target audiences Project ground breakings Publication themes Dates for supplies

12. EXAMPLE: 2006 Marketing Calendar April 2Order literature for Ashrae meeting May 2Ashrae meeting May 3 Send graphics for ad to ? Magazine May 15 Photograph Millennium Project May 17Send article & photo to local paper June 2Order display for Sept. Tradeshow July 15Send postcards out to print

13. Message/ Tagline The Smart Solution for Energy Efficiency Join the Next Energy Wave This Bud’s for You! Get’s You Back Where You Belong

14. ClimateMaster Literature

16. ENGINEERS/DESIGN FIRMS Regional Publications *Place advertising in regional magazines *Submit to newspapers project feature stories and events Direct Mail *Monthly/quarterly mailouts Brand awareness Technical Tip Events Newsletters: yours/theirs *Submit technical/case study information *Events Public Speaking *Host on regular basis *Organizational meetings *Literature support

17. Advertising/Direct Mail Coordinate your message with the ClimateMaster message ClimateMaster offers graphic support through photos, illustrations… Check with local university for student support: Interns

18. Newsletters: Yours/Theirs Develop your own communication vehicle for informing, educating, and promoting. Write 3 – 6 technical articles with regional project examples for submission to other organization’s newsletters.

19. EXAMPLE Dear (AIA representative) I have attached an article for submission to the AIA newsletter. The topic covers basic information on water-source heat pumps and the flexibility they offer on the HVAC side of commercial design. I think your membership will find this information helpful for future projects. Please give me a call if you have any questions.

20. Public Speaking Host Lunch and Learns Guest speaker at organizational meetings ClimateMaster literature support