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2017 Marketing Initiatives and Beyond

This document outlines the marketing initiatives for 2017 and beyond, including rebranding, digital advertising, distribution strategies, and future plans for the railing industry.

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2017 Marketing Initiatives and Beyond

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  1. 2017 Marketing Initiatives and Beyond Marcia Fortley Michelle Ridinger

  2. 2017 What’s New Department Changes • Andrew Hickey – Joined design-build sales team • Jess Roth – Promoted to FT graphic designer • Michelle Ridinger – Hired as marketing program manager • Rachel Adshead – Hired as PT Image Relay/photography coordinator General Rebranding • New website, new features • Portals for distributors and associates • Audiences – contractor, developer, homeowner, architect • Careers, news, media • Inspiration Gallery • Robust design-build section – Specs/BIMs/CAD/Bid Request/Profile Info/Case Studies • Social media presence – FB, Twitter, Instagram, Pinterest, LinkedIn • Installation videos on YouTube • Installation instructions and quick guides

  3. 2017 What’s New General Rebranding • Literature/POP/Displays • Small highlight brochure • Updated sales support program • Pop-up banners • Solutions Baluster brochures – large/small • New display labels • Packaging - boxes and hangtags, new product • Horizontal cable box • Price book redesign – Part II • ADA merchandise flyer • Tradeshow Representation Public Relations • Articles • New products • New hires Digital Advertising • JLC, MFE, Professional Deck Builder • E-newsletters and site banners

  4. 2017 What’s New Design-Build • Profile Tote Boards • Info Cards with Presentation Portfolio • MFE Tradeshow Rebranding • Case Studies • Robust Info on Website – BIMs, Specs, CAD Distribution • Deck Bundle Program Collateral (6-pack box used in pro channel too) • Sales Support Program in the Works Pro-Channel • Studio photography • Inaugural Webinar for Winter Launch • All Updated Branding Initiatives • Launch Materials • Tradeshow Initiatives

  5. ON THE HORIZON

  6. Contractor Loyalty Program • GOAL: make Fairway the #1 choice of contractors who use railing • Rewards our core customer – Pro-Channel contractor – for purchasing our railing over other brands • Tiered program with benefits based on amount purchased • Benefit our distributor and dealer partners as well • Launched as a pilot program Q2 in 3 to 4 distributor areas • OBJECTIVES: • Increase purchase frequency • Decrease price sensitivity • Develop/increase advocacy • Extend relationship lengths • Increase share of wallet • Expanded engagement with contractor • Increase revenue for Fairway and its partners

  7. Cable Merchandiser • Capitalize on horizontal cable’s popularity and our easier system • Displays all cable components for sale, even posts • More merchandise than before • Tear-off “take-off” sheets • Locking casters • Sturdier and more attractive • Clear messaging – speaks to contractor and homeowner • Features demo and actual post with riv-nuts and pre-drilled sleeve • Receive POs from distributors before ordering

  8. Display Program • Game-changer in industry • Scalable display with modular parts • Educational to homeowner and contractor/selling tool • Small and large options • Keep sales displays, some floor displays • Show profiles • Messaging geared toward homeowner, but also functional for contractor and dealer sales rep • Standard on all displays: infill options, LED lighting, ADA • Create possible merchandiser to sell kitted railing

  9. What’s Next for THE Railing Leaders? • Contractor Loyalty Program / Contractor Conversion Program / Elite Program • Rebranding Efforts Continue for all Channels • Increased strategic content – social, web, PR – we are the experts • Display & Merchandising Programs • Website will keep evolving • Dealer/contractor leads and driven by who stocks and displays our product • Revamped FBP site with Dealer portal • Ideas? • Product Knowledge/Training • Web-based training for contractors and sales reps • In-house training program • RailMasters Team • Customer Campaigns • Contractors • Dealers • Invested in GrowthBuilder • Helped develop and review questions for research • Compliments DemandBuilder • Help identify growth opportunities by product, market and geography

  10. Reminders ASSOCIATE PORTAL FIRST!

  11. Reminders ASSOCIATE PORTAL FIRST! Do you need new business cards? • Fill in form on Associate Portal and email to Jess Roth Do you need a Gift Certificate or a Van Flyer? • Contact Jess – build-in two week turnaround Do you need items for a local tradeshow? • Contact Customer Service to order literature and giveaways • Contact Michelle Ridinger for display and pop-up booth coordination and any marketing ideas Need Photos or Logos? • Go to Associate Portal first, if you don’t see what you want contact Marcia Sales Support Program • Find updated program on Associate portal • Fill in form and send to customer service ANY QUESTIONS??

  12. Marketing Tradeshow Overview • 2017 Tradeshows • NLRA • JLC Live • IDEAS • BuilderMart • MFE • Deck Expo/JLC Live • 2018 Tradeshows • IBS and ”The Backyard!” • Those listed above • BuilderMart??? • Any others that should be on radar?

  13. Tradeshow What’s New? • Purposeful collaboration with sales • Timely coordination with internal and external partners • New and updated displays • New literature • Contests • Social Media Interaction • New POP – banners, tablecloths, display racks • Pre and post show follow up with sales and attendees • Demos • “Display Library” coming soon for smaller and local sales rep driven shows!

  14. 2017/2018 Launches • Continuing with webinars to distribution to launch new products • Scheduling for early November for products launched at NSM • Steel, A210 Updates, LED, Horizontal Cable Updates • Scheduling for early Mid-January for products launched at IBS • Cellular PVC • Launch Plan • Sell sheets • Professional Photography – NEW! • Website • Social media/PR • Installation Videos – new studio • Webinar • Price book and other literature (Highlight Brochure) • Displays • Associate and Distributor Portals • 2018 Launches • Additional sales support – ideas, suggestions?

  15. Display Vans • On hold until 2018 • Worked with internal team, including sales to develop strategy • Detailed RFP sent to four vendors, winner - Carpenter Connections! • Cataloged existing vans • Attended dealer show to see how van was used • Van will be modular so fairly easy to update • Will have “on-trend” displays • Next Steps • Work with vendor to develop and finalize creative • Build displays in-house to vendor spec • Time frame • Once spend approved • Creative can begin – 4 to 6 weeks • Display creation with vendor approved specs – up to 4 weeks • Once vans physically here, installation can begin – up to 4 weeks assuming creative approved and displays built

  16. THANK YOU! QUESTIONS?

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