STRATEGIC MARKETING Steve Rost General Manager J.C. Restoration, Inc. 4.26.12

1. STRATEGIC MARKETING Steve Rost General Manager J.C. Restoration, Inc. 4.26.12

2. What makes me qualified to speak to you today???

3. My Background • 1995 (Illinois State University) • B.A. in Marketing • 1995 – 2004 (R&C Air Sales) • Sales Account Rep • Distributor for Air Handling Equipment • Primarily Cold Calling: • End Users (Caterpillar, General Electric type companies) • OEM Manufactures • Sheet Metal Contractors • Engineers, Design/Build Firms • Road Warrior • Territory - Covered Central Illinois • Sq. mileage of 15,000 – or about the size of the State of Maryland

4. My Background • 2004 – 2006 (ACR – Wheeling, IL) • Monster.com Ad– Very Vague • Sell disaster clean up services to specific insurance markets… • Top notch Mitigation & Cleaning Company • Role: • Account Representative • Initially: • Agent Marketing • City of Chicago • Eventually called on five markets • Agents • Adjuster • Property Management • Plumbers • General Contractors • Goals (S.M.A.R.T.) • ACCOUNTABILITY

5. My JCRBackground • 2006 – present (JCR) • Top Notch Full-Services Restoration Company • Roles Served: • Marketing Director (12/2006 – 4/2008) • General Manager (April 2008 – present)

6. My PRE-JCRBackground • IMACC Meeting (Early 2006) • Farmers Claims Office • Potential Pilot Program • JCR & ACR • Amfam phone call (Mid 2006) • Resignation (July, 2006) • Storm Chaser – BMW X3 • I thoughtI made a huge mistake….

7. My PRE-JCRBackground • Touhy Ave Condos • Commercial FIRE • 6 figures • DOL: 11.20.2006 • On-site inspection • Adjuster (referral source) • Building Owner • I had nowhere to turn… • I called Warner Cruz

8. My PRE-JCRBackground • Meeting at 142 Thorndale – Bensenville Office • 11.24.2006 (Day after Thanksgiving) • I told my wife… • Warner wanted to develop a referral relationship • “Interview” took place in Classroom • I was hooked… • 3 hours • 2nd Interview – week later • Started my JCR career on 12.18.2006

9. JCRMarketing Department(Pre - 12/06) • One Marketing Rep • Biz Dev Strategy • Market Adjusters, “Who else?” • Two week notice • No marketing plan or budget existed • I was told: • Solid relationships with key adjusters • JCR does LL • We have good prop management relationships

10. JCRMarketing Department(Pre - 12/06) Three primary sources of Biz Dev revenue (2005-06) • Other restoration contractors (35%) • Warner’s responsibility • Property Management (12%) • Hodge-podge – House accounts?? • Adjusters (12%) • Former MKTG Rep responsibility Other sources of revenue • Agencies (6%) • Old Amfam agent relationships (JC) • TPAs (16%) • JCR Affiliates (13%) • Friends/Family/Previous Customer

11. I started calling on JCRs “key accounts” and began to realize… We needed a Plan

12. First ‘90’ Days 90 Day Action Plan “CRITICAL” • Presented w/in 1 week • Key to formulating MKTG Plan • Bought me time • Whispers… • Confirmed (JC) • “Stay the course” • Began developing the JCR Marketing Plan • Warner believed in my vision • Confidence

13. First ‘90’ Days • Needed to understand and learn from WC • Vision (1/5/10 yrs) • Expectations of JCR MKTG reps • JCR Culture • Strategic Advantages over Competition • Needed to understand JCR company knowledge • Review current marketing program • Review current marketing materials • Review Total Available Market (TAM) • Ride along

14. With the knowledge that I gained in the first 90 days… I learned that JCRs Marketing Strategies needed to be OVERHAULED!!!

15. I realized JCR was in need of a MARKETING PLAN The plan needed to be: Outlined & Developed Implemented & Controlled Executed

16. OUTLINE DEVELOPMENT Presented in 3/07

17. IMPLEMENTATION • Develop your Strategies • Should encompass • Relationship Building • Networking • Goal Setting • Organization • Market Segmentation • Time Management • DRRM • Accountability • JCR has a specific Biz Dev strategy for each target market we serve

18. CONTROL • Designate someone in charge of Biz Dev • Marketing Director • Candidate should: • Have strong social skills with the ability to Biz Dev • Be detail & goal oriented • Be organized • Manage a weekly itinerary & master calendar • Hold weekly accountability meetings • Be able to monitor and control the effectiveness of the marketing program

19. Execution Define Your Company Objectives - Start with 3 or 4 goals • In March of 2007; JCR had four main objectives:

20. Summary JCR achieved our four objectives by: • Developing our Marketing Plan - Allow ample time to develop & implement • Hiring a Marketing Director - Ownership – Instill confidence… • Defining our Target Markets - “Back then” JCR had four main segments - Insurance - Property Management - Facility Management - Other Contractors • Utilizing a time management system - Tracks accountability • Becoming active in outside associations - JCR rule • Implementing specific programs to each target market - This is where the use of an outside consultant can greatly assist

21. FINALLY My advice to you: Define marketing “responsibility” for each referral type within your company. Hold somebody accountable, even if that is yourself…

22. JCR has since defined 10 referral “buckets” We then assign the primary division responsible for Biz Dev activities within that Target Market • * General Contractors, Restoration Contractors, Sub Contractors • ** JCR Employees, Friends/Family, Previous Customer

23. Humbly, if JCR is deemed to be a successful organization by our peers… It is due to the fact Warner always instills confidence in his employees and was willing to stay the course on a new marketing plan Today, I try to emulate his leadership skills by giving the same advice to the management staff here at JCR

24. THANK YOU