VI. Marketing Plan
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
[Company Name] seeks to position itself as a high-quality, durable roofing brand. Clients can expect to receive the best roofing services from skilled contractors in [location] using the highest quality roofing materials.
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Client-focused roof installation, restoration, and repair services, where the company’s interests are aligned with the customer.
- Service built on long-term relationships and personal attention.
- Big-firm expertise in a small-firm environment.
Promotions Strategy
[Company Name] expects its target market to be individuals and businesses within a 30-mile radius of its location. [The Company’s} promotion strategy to reach these potential customers includes:
Targeted Cold Calls
[Company name] will initially invest significant time and energy into contacting potential clients via telephone. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used, targeting real estate developers and local businesses. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial client base.
Referrals
[Company name] understands that the best promotion comes from satisfied customers. The Company will encourage its clients to refer other individuals and businesses by providing discounts on future services for every new client produced. This strategy will increase in effectiveness after the business has already been established.
Additionally, [company name] will aggressively network with useful sources such as home improvement stores, real estate development companies, and homeowners associations. This network will generate qualified referral leads.
Broadcast & Streaming Media Advertising
[Company Name] will invest in professionally produced commercials to run on broadcast networks, radio stations, streaming platforms, and podcasts.
Website/SEO
[Company name] will invest in developing a professional website that displays all of the service and roofing materials offered by the roofing company. It will also invest in SEO so that the company’s website will appear at the top of search engine results.
Social Media
[Company Name] will create the company’s social media accounts and invest in ads on all social media platforms. It will use targeted marketing to appeal to the target demographic.
Publications
[Company name] will advertise its services in key local publications, including newspapers and area magazines. Additionally, the company will print brochures and place them in specific locations frequented by target individuals, such as home improvement stores and real estate offices.
Direct Mail
[Company Name] will blanket neighborhoods in the area with direct mail pieces. These pieces will provide general information on [Company Name], its services, and promotional discounts.
Pricing Strategy
[Company Name]’s pricing will be estimated on a project basis drawing on [Founder’s Name]’s deep expertise in roofing. Pricing will be moderate, less expensive than Raise The Bar Roofing CO., but more expensive than lower-quality, efficiency driven roofing contractors.
