1. Case Study 5 Non-profit Trade Association Kristin Belanger

2. Background  Company Trade association (building industry) Trade association (building industry)  Mission Educational, technical, engineering expertise Educational, technical, engineering expertise Governmental and regulatory agencies Governmental and regulatory agencies Analysis of building materials Analysis of building materials  Funding Membership dues Membership dues Sales of technical publication Sales of technical publication Government grants Government grants

3. Background cont.  Supply Chain Manufacturers/producers Manufacturers/producers Distributors and wholesalers Distributors and wholesalers Architects, General Contractors, and Engineers Architects, General Contractors, and Engineers  Goal Primary demand for customized building materials Primary demand for customized building materials

4. E-Marketing Goals  Undeveloped Brand Developing its brand on basis of a survey Developing its brand on basis of a survey No correlation between company and survey No correlation between company and survey  Branding Increase communication Promotion  Monitor customers  Branding strategies model (Mohr, 2001) Eight step process to be executed

5. Eight Step Plan 1.) Monitor environment Members, employees, industry, governmental, representatives Members, employees, industry, governmental, representatives Began with a secondary research Began with a secondary research Branding (positive online experience) Branding (positive online experience) EfficiencyEfficiency FulfillmentFulfillment ReliabilityReliability PrivacyPrivacy Gathering negative information to analyze and fix Gathering negative information to analyze and fix

6. Eight Step Plan (cont.) 2.) Long term sales targeting Didn’t advertise promotion for web site usage Didn’t advertise promotion for web site usage Offered credibility to organizations advertising Offered credibility to organizations advertising 3.) Government and regulatory agencies Communication open Communication open Word of mouth Word of mouth Target decision makers and users Target decision makers and users

7. Eight Steps Plan (cont.) 4.) Create image based on company Focus on organization with services Focus on organization with services Building image Building image ComprehensiveComprehensive CurrentCurrent Objective InformationObjective Information Needs to be creditable for numerous building options Needs to be creditable for numerous building options 5.) Reinforce brand or image Innovative Innovative Global Global Current source Current source “The only source for building materials selection.” “The only source for building materials selection.” Consistent messageConsistent message

8. Eight Step Plan (cont.) 6.) Contact points for customers Different contact points Different contact points ManufacturersManufacturers IntermediariesIntermediaries End usersEnd users Regulatory bodiesRegulatory bodies Provides more information to customers at all levels Provides more information to customers at all levels 7.) Alliances with government and regulatory agencies Links, word of mouth Links, word of mouth Company links Company links Largest competitor alliance Largest competitor alliance Benefits to both organizationsBenefits to both organizations 8.) Develop an internet consistent branding strategy Designed focused on frequency of customer usage Designed focused on frequency of customer usage Members, industry, governmental and regulatory groupsMembers, industry, governmental and regulatory groups

9. Primary Stakeholders  Customers (also Investors because of membership dues)  Supplier (which is also a member of the customer group)  Employees  Focus on customers and government agencies

10. Value Bubble  Attracting Online, off-line, public releases and personal selling Online, off-line, public releases and personal selling Mail or fax order form Mail or fax order form Mail a check Mail a check  Engaging Continuous monitoring Continuous monitoring Not technologically savvy Not technologically savvy  Retaining New content added frequently New content added frequently Did not offer a way to suggest feedback Did not offer a way to suggest feedback  Learning Registration online Registration online Quick and easy Quick and easy Was never implemented Was never implemented  Relating Solid Database to ensure solidify brand Solid Database to ensure solidify brand Individualize customer response Individualize customer response Was never created Was never created

11. Summary  Success is not likely Factors Factors Global CompanyGlobal Company Huge CompetitorHuge Competitor Branding efforts failedBranding efforts failed  Questions or Comments?