imc plan for azrock flooring

Our dynamic team will work together to

constantly evolve, expand and reshape

our ideas to meet your specific business

and marketing goals.

Account Executive

» Katie Decker

Media Director

» Danielle Sonntag

Marketing Director

» David Evans

Creative Director

» Kira Heeley

Associate Creative Director

» Erin Krumpe

Case Book Editor

» Kimberly Hall

lavalampadvertising

MISSION:

TEAM:

“Smart is innovative and dedicated to progress,

but it is more. Smart embodies thought and

eco-friendly consciousness. Smart is the new

generation of flooring. Emerge is the smart

alternative to vinyl flooring.

BE SMART. LOOK BRILLIANT. EMERGE.”

2728 SUMMER STREET | P.O. BOX 3145 | HOUSTON, TX 77253 | 800-366-2689 EXT. 5 | AZROCK.COM

Table of Contents

131222405658

BACKGROUND

RESEARCH

MARKETING

MEDIA

EXECUTIONS

BUDGET

SUMMARY

» BACKGROUND

1

Azrock provides a system of innovative solutions for end-users who demand

smart, sustainable, cost-effective flooring that delivers real economic return on

their flooring investments.

It is Azrock’s goal to manufacture environmentally preferable products which

have a lesser or reduced effect on human health and the environment com-

pared to competing products and services.

Our raw material limestone is an easily accessible material; transformation is

done in ISO 9000 plants and requires low energy compared to other flooring

solutions. The maintenance of our Plus and IQ products are reduced. With

extended warranties and high PSI, our overall performance has improved.

Our floors will withstand high traffic and will stay beautiful for its life if main-

tained properly.

Also our floors may be used as sub floors for the new floor, keeping waste out

of the landfill for many years.

ReUse allows recycling of our samples and installation waste.

Azrock Information

MISSION STATEMENT

ENVIRONMENTAL

MISSION STATEMENT

» RESEARCH

3

Emerge is new. Our target audience is not aware that Emerge exists. Our

campaign is designed to position Emerge as the smart, sustainable alternative

to vinyl in the minds of interior designers and architects. We have provided all

of the materials needed to attract and inform our audience, utilizing a variety

of media.

Azrock is not currently recognized by our audience as being eco-friendly.

The introduction of Emerge will, in turn, redefine the way our audience thinks

of Azrock.

Up front, the price of Emerge is almost twice the cost of competing products.

We intend to convey to our audience the long-term benefits of Emerge.

Problem/Challenge

4

Eco-Friendly:

Intended or perceived to have no harmful effect on the natural environment and

its inhabitants.

What is Eco-Friendly?

5

Mannington has been manufacturing flooring for over 90 years. Mannington is

a category leader. It has brought innovations to the category that have proved

to be crucial advancements. It offers both residential and commercial products.

Mannington Commercial is the only company to offer the contract market a

comprehensive range of complementary hard and soft surface flooring prod-

ucts from a single source, with many products designed to address the specific

needs of commercial markets. Mannington claims to be a brand that is con-

cerned about decreasing its impact on the environment and use of resources.

Armstrong is a global leader in designing and manufacturing flooring.

Armstrong operates 40 plants in 10 countries. Armstrong Floor Products (the

name of its flooring brand) manufactures residential and commercial flooring.

It offers an extensive portfolio of products. It is known for innovation, quality,

and style. Armstrong claims to have a strong stance on sustainability. It has

developed a line of flooring called, Bio-based Tile. The first launch from this line

was supposed to be its Migrations line, but business intelligence tells us that it

cannot produce this product.

Upofloor has been a leading international flooring brand for over 50 years. Its

primary markets include Western Europe, Russia, and North America. It offers

both residential and commercial flooring options. Upofloor claims to be ecolog-

ically responsible for products at every stage of its life cycle. Upofloor Lifeline is

its first attempt at ecologically safe flooring. It is made of a brand new mate-

rial called Enomer, which consists of 80% natural minerals and 20% PVC-free

thermoplastic polymers.

Founded in 1908, Amtico flooring is a manufacturer of high quality flooring,

known as flooring that is easy to maintain and long-lasting. Amtico is posi-

tioned as a luxurious brand in the category. Amitco Stratica is a non-PVC,

chlorine-free, resilient tile flooring product, used for commercial projects.

MANNINGTON

UPOFLOOR

AMTICO INTERNATIONAL

ARMSTRONG WORLD

INDUSTRIES, INC

Salem, NJ

Finland

London, England

Lancaster, PA

Competitive Analysis

6

Interior designers’ and architects’ recommendations must always stay within

the client’s budget.

Durability, performance, quality and maintenance are the most important

product qualities.

Aesthetics of flooring are important.

Visits from sales reps have bearing on purchase decision.

Client requests factor greatly into designers’ and architects’ flooring decisions.

There is a strong interest in eco-friendly flooring.

Key Learnings

7

There are two types of research that we utilized while planning our campaign

proposal. In the beginning, we used secondary research. This took the form of

documents provided to us by Azrock, in addition to trade publications and web

sites. This helped our team establish a knowledge base about the industry, the

competition, the brand, and the problems it faces.

Using the information we collected from secondary research as a starting point,

we conducted primary research. For this project, our agency decided that

qualitative data would be most appropriate. This type of data would potentially

allow us to garner valuable firsthand insights and perspectives from those audi-

ence members most important to this product.

We interviewed approximately 30 professionals and academics, all of whom

were familiar with the process of working on a building project and selecting

materials. These personal interviews were conducted face to face, over the

phone, and via e-mail. We conducted interviews primarily with interior design-

ers and architects. We also talked to some distributors who had an understand-

ing of the brand and its place within the industry. We interviewed facility and

project managers tied to health care and educational facilities. Our conversa-

tions showed us how individuals in these professions felt about the brand, the

competition, and the importance of various factors when selecting flooring. The

common threads of our results and valuable insights helped lay the foundation

for our ideas and proposals.

Research Summary

» MARKETING

9

Audience Analysis

Azrock’s customers are facility and project managers. These are the individu-

als who will ultimately make commercial flooring purchase decisions. Various

brands of flooring are recommended to project managers by interior design-

ers and/or architects. Their suggestions carry weight because of their industry

expertise. We feel that these professionals are the most important audience

to target with our message about Emerge. While the end user will not be the

primary target of our proposal, achieving top-of-mind awareness among archi-

tects and interior designers will have a great impact on sales.

10

Target Audience

Geographically, our primary focus is on five specific states. These specific

areas are the target of our proposed direct e-mail marketing tactics. These

states are: Texas, New York, California, Illinois and Florida. These areas were

chosen because of their high concentration of target audience members. An

additional factor in choosing Texas, New York and California is their leadership

in green building. Architecture hub Houston, Texas adheres to the government

mandated “LEED certification for publicly funded projects.” According to a

case study published by the American Institute of Architects: Cities Pushing

Ahead, cities in New York and California are taking the initiative to enact poli-

cies that promote green building in their areas. Some of these policies offer

incentives for green building techniques and LEED certification. These policies

also enforce strict energy and building codes, to help support energy-efficiency

strategies and other eco-friendly goals.

Azrock is primarily concerned with reaching out to healthcare and educational

facilities. Nationally, there is a trend favoring eco-friendly building products.

This is especially true in the healthcare sector. “McGraw-Hill Construction con-

ducted targeted market research to obtain new information on the trends and

benefits of green building practices in health care facilities. The results demon-

strated an increasing trend toward green building in the health care sector,”

According to a 2008 issue of Educational Facility Planners International, educa-

tional facilities are increasingly using eco-friendly building products. The issue,

“Healthy High Performance Schools,” is devoted to the benefits of green build-

ing. It contains case studies such as: Green Building Design Is Affordable, Even

For Public Schools and Building Green For Better Education.

http://greensource.construction.com/

resources/smartMarket.asp

http://houston.bizjournals.com/houston/stories/2007/09/10/focus1.html?page=2

http://media.cefpi.org/HealthyHPS.pdf

11

Target Geography

We recommend marketing tactics that will reach nationally and geographically.

The regions we will be targeting geographically are the Northeast, the West

Coast, and the South. We will target the following states:

California

New York

Illinois

Texas

Florida

We are targeting those specific regions for multiple reasons. One is that these

regions are heavily populated by the target market. Research also indicated

that the target audience is more likely to use green building practices and some

are also looking for an alternative to vinyl flooring.

12

Target Audience Persona

Nigel is a 33-year-old interior designer who lives and works in New York City.

He enjoys art and drawing creative inspiration from the shapes and events

around him in NYC. Nigel likes to shop at clothing stores like Banana Republic,

H & M, and Express. Nigel wears black “Buddy Holly” glasses and has brown

hair that he wears stylishly messy. He stands 6’0” tall, weighs 150 pounds, and

typically wears stylish button-down shirts with his favorite designer jeans. Nigel

is single, living in a nice penthouse apartment just outside of NYC. He owns a

BMW but usually takes the subway into the city. He loves indie-rock and techno

music and ventures into the city with his friends for fun nights out at the clubs.

Nigel is very computer-savvy and enjoys new technology and electronics. Nigel

values his career and is always on the lookout for new, innovative products to

fall in love with. Nigel works hard, going above and beyond for his clients. Nigel

sometimes works long hours and travels; he values his client relationships.

Nigel works with a positive attitude and a smile on his face every day. Nigel val-

ues his place in the industry and is always striving to leave his mark, creatively

and environmentally. Nigel thinks about the carbon footprint he leaves behind

and takes the time to keep up with the newest, most progressive products on

the market. When it comes to flooring, Nigel is all about price, durability, color

choices, and the product’s impact on the environment. Nigel’s creative mind

gets bored easily, and he is ready for a much-needed change of pace in the

commercial flooring industry. Nigel does not want to have to worry about his

flooring choice. Nigel does not have time to worry about his flooring choice.

Nigel wants a product he can recommend to his clients for any commercial job,

a product that is versatile, but unique to his customers.

13

Azrock has been at the forefront of developing eco-friendly flooring since 2001.

Azrock has a reputation for durability.

Many of our sources feel that durability is a crucial element in the flooring

decision-making process. Most of our sources who were aware of the brand

referred to Azrock as durable.

Azrock’s products are American made.

Products made in the United States have to adhere to American produc-

tion standards. Shipping within the same country where the tile is produced,

reduces distribution costs.

Emerge has the same high-quality performance as Azrock’s top product lines.

Emerge, a non-vinyl flooring, has a lower life-cycle cost than vinyl flooring.

Emerge can be recycled at three stages.

The tile samples can be recycled, as well as excess scraps, and the entire

floor after being torn up. Azrock will pick up the flooring and handle all of the

recycling.

Emerge flooring can be walked on immediately after installation.

The maintenance cost of Emerge is low.

Emerge requires neutral cleaners, instead of harsh chemicals.

Emerge flooring only needs to be dry-buffed, which requires less water.

Emerge flooring does not subject the environment to off gassing.

“Off gassing is the evaporation of volatile chemicals in non-metallic materi-

als at normal atmospheric pressure. This means that building materials can

release chemicals into the air through evaporation.”

STRENGTHS

S.W.O.T. Analysis

natureneutral.com

14

The initial price of Emerge is more expensive per square foot than its competition.

Nearly all of the interior designers and architects whom we interviewed cited

“budget” or “cost” as a major factor that affects purchasing decisions.

Azrock has one production location.

Interior designers and architects who are keen on the idea of eco-friendly

building products are concerned about whether a product is as good for the

environment as it claims to be. Having one production facility could be seen

as a drawback because of longer shipping distances.

Emerge, as a non-vinyl flooring, gains strength from vinyl flooring’s negative

connotation.

There is currently minimal direct competition for non-vinyl flooring.

A market already exists because of interest in the (now cancelled) Armstong

Migrations line.

Armstrong had developed “a revolutionary new flooring made with rapidly

renewable resources.” The line is called Migrations, but business intelligence

confirms that, despite Armstrong’s web site promotion of this new product, it

does not have the capabilities to produce it.

Demand for eco-friendly building materials and processes is on the rise,

particularly in the Northeast, West Coast and the South.

A trend favoring green currently exists in our culture.

There is a desire within the industry for LEED points, which Emerge flooring will

contribute to.

“The Leadership in Energy and Environmental Design (LEED) Green Build-

ing Rating System is a third-party certification program and the Nationally

accepted benchmark for the design, construction and operation of high per-

formance green buildings.” It should be noted that flooring is just one small

contributor to a building’s overall point total.

OPPORTUNITIES

WEAKNESSES

armstrong.com

usgbc.org

15

Perception that Azrock is an under-valued brand.

Among the interior designers and architects who were familiar with the brand

the majority thought of it as an inferior brand compared to its main competi-

tion. The majority of our sources said they specify Azrock’s competition to

clients instead of Azrock.

Azrock has a reputation of being a brand that lacks style, is bland and is not

aesthetically pleasing.

A significant number of our sources cited “aesthetics, style, or color” as a

factor that weighs heavily on a purchasing decision when it comes to floor-

ing. Illustrating Azrock’s negative connotation when it comes to aesthet-

ics were many of the remarks that our interviewees made. “The colors are

boring, it’s bland,” said a distributor. An academic in the interior design field

referred to Azrock as “blah” and “not sexy.” Similar impressions were con-

veyed throughout the research.

Azrock suffers from low levels of brand awareness among the target audience.

Nearly a third of our sources had never heard of Azrock. Some said that,

even though they were somewhat familiar with the brand, they have not had

a visit from an Azrock representative in years, if ever.

New products are often viewed as unreliable and unproven.

During the building process, flooring is often one of the last parts to be installed

and be sacrificed (price-wise) because of it.

There is competition from other types of flooring.

Although Emerge is alone in the category of non-vinyl flooring, it will have

competition in the form of more traditional and less expensive types of flooring.

THREATS

16

Campaign Concept

Every component of our campaign promotes smart, innovative thinking.

interior designers and architects are forward thinkers who are looking for new

ways to solve problems.

Smart flooring solutions can be expressed by piecing together all of the ele-

ments our audience believes are important. Durability, look, and overall sus-

tainability are always part of the puzzle. The eco-friendly inspired need for an

alternative to vinyl was Azrock’s missing piece. Now, with Emerge, the puzzle

is complete.

Be smart. Look brilliant. Emerge.

17

GOAST

To achieve sales figures.

To raise brand awareness of Azrock in the category of eco-friendly flooring.

To position Emerge as the smart option for eco-friendly flooring in the minds of

the target audience.

To use the Emerge product to elevate perception of the Azrock brand.

To build awareness for Emerge product.

To change the audience’s perception that Azrock is a dull brand.

To put Azrock’s brand image in a position to be elevated in the long run.

To make half a million dollars in sales within fiscal year 2009.

To build top-of-mind awareness of Azrock in the category of eco-friendly build-

ing, among members of the target audience who were exposed to our adver-

tisements, by 10% by the end of 2009.

To achieve an awareness level of 20% for Emerge among target audiences,

who are exposed to our advertisements, within the first year.

To generate 66,000 leads within fiscal year 2009.

To gain positive media coverage for the release of Emerge as a result of public-

relations efforts.

OBJECTIVES

GOALS

18

Forward-thinking individuals who work as interior designers and architects.

These individuals are passionate about their careers and believe that their work

can make the world a better place. They see their work as an extension of

themselves. They believe products that go into buildings should be efficient,

easily maintained, and not have a negative effect on the environment.

Those who will recommend the product:

Commercial Architects

Commercial Interior Designers

Those who will be involved in the purchase decision of the product:

Facility Managers

Project Managers

Specifying Engineers

Building Contractors

Utilize Integrated Marketing Communications to surround the target audience

with Azrock’s message.

Contact the audience directly and provide it with information about the Emerge

product.

Receive publicity in trade publications.

Reach the target audience with media that are closely related to the product.

Utilize non-traditional media to reach target audience in unexpected and

innovative ways.

Utilize push tactics for interior designers and architects.

Disseminate information through a product web site.

AUDIENCES

STRATEGIES

PRIMARY

SECONDARY

19

Develop a web page for the Emerge product.

Promote the Emerge product to the sales-representative team, by distributing

Emerge merchandise and holding a contest to encourage sales.

Promote Emerge at the NeoCon trade show in Chicago. While at the trade

show, we will attempt to accumulate a list of viable leads and provide them with

information about the Emerge product and entertain visitors with a game.

Generate interest in our trade-show booth before the guests even get to the

show, by using a guerilla tactic in two primary Chicago airports, Midway and

O’Hare. The guerilla tactic will involve placing floor decals, similar to the visual

from the print ad, near the baggage-claim areas.

Contact leads generated from trade show, purchased trade publications’ lists

and sales representatives lists, with the promotion of the Emerge product and

subsequently an invitation to a “Lunch & Learn.”

A “Lunch & Learn” is a sales tactic, in which various members of the target

audience will be present at a neutral facility, and a member of the Azrock

sales force will educate the audience members about the Emerge product,

while enjoying a catered lunch provided by Azrock.

Place print ads in Interiors & Sources and Environmental Design + Construction,

leading up to and following the NeoCon trade show. The ad will portray Emerge

as a smart flooring option and contain a call to action, directing the audience to

the Emerge web page.

Develop sliding picture puzzles, featuring the EcoWise logo, to distribute at the

NeoCon trade show and through sales representatives.

Measure the brand awareness for Azrock by surveying designers and

architects.

Use the number of leads that we get at the trade show as a measure of interest.

Analyze sales numbers at the end of 2009.

Measure the amount of positive media coverage about the Emerge product.

TACTICS

MEASUREMENTS

20

Positioning Statement

Emerge is the first product in Azrock’s Eco-Resilient category and will compete

with other non-vinyl flooring alternatives already on the market. Architects and

interior designers will want to recommend Emerge to facility managers because

of its low life-cycle cost and easy, eco-friendly, maintenance regimen that dif-

ferentiates it from the competition.

» MEDIA

22

Campaign Strategy

The overall campaign strategy will utilize integrated marketing communications

to surround the target audience with Azrock’s message about Emerge. As a

result of our research, we developed three main goals: to improve the aware-

ness and perception of the Azrock brand, to increase awareness of Emerge,

and to increase sales. We developed a campaign that we strongly believe is

capable of achieving these goals. Within the campaign, we recommend reach-

ing the target market using two strategies — a reach strategy and an interaction

strategy.

Because Emerge is a new product, it is very important that this advertising

campaign has an extensive reach. We recommend using media tools that are

designed to spark curiosity and influence the target market to take interest in

the Emerge product line. This strategy is designed to accomplish two goals: to

improve the perception of the Azrock brand and to increase awareness about

the introduction of Emerge.

We recommend a national print campaign in multiple trade publications that

reach the target market. We also recommend using public relations to support

the launch of Emerge and to support the print campaign. Last, we recommend

implementing a new web page, entirely dedicated to the EcoWise product line.

According to our research, Azrock flooring is a business-to-business product

that is a high-involvement purchase. The target audience spends a great deal

of time looking for the best flooring options for their specific projects. During

this process, it research its options, compare different product lines, and have to

make a purchase within a budget. Therefore, we think it is important that we give

the target audience an opportunity to interact with the Emerge brand. We believe

it will take efforts beyond a print campaign to create interaction.

SUMMARY

REACH STRATEGY

REACH TACTICS

INTERACTION STRATEGY

23

We recommend that sales representatives be highly involved in the launch of

Emerge. We believe that Azrock should take every opportunity to interact face-

to-face with potential clients. Therefore, we recommend that Azrock attends

the 2009 NeoCon Trade Show, to initiate face-to-face communication between

the sales representatives and the target market. We also recommend imple-

menting a direct e-mail campaign that will allow Azrock to reach the target mar-

ket in specific geographic regions and initiate interaction between the target

market and the brand.

Finally, we have designed this campaign to generate frequency from the direct

e-mail campaign, Azrock’s current contact list, and the NeoCon Trade Show.

Therefore, we feel it is necessary to develop a plan of action to utilize these

leads. We recommend that Azrock host multiple Lunch & Learns, where sales

representatives will have the opportunity to interact with the target market,

through face-to-face communication and educate it about the Azrock brand

and Emerge.

INTERACTION TACTICS

24

Print

We recommend using a national print advertising campaign that will support the

launch of Emerge. With the launch of a new product that is available nationally,

we believe that reach is very important. We believe that trade magazines are an

excellent place to run the ad because they have long shelf-lives and high-qual-

ity print. While researching, we learned the target market reads trade publica-

tions for information about products, the industry and projects. These trade

publications often showcase and specify products, which can potentially influ-

ence readers to look into the products themselves. A print campaign will also

give Azrock the opportunity to introduce Emerge to a large target audience.

We recommend running two print ads, a full-page, four-color ad and a one-

third-page, four-color skyscraper ad in June, July, and August. These ads were

developed to complement each other and stand out among the clutter. We rec-

ommend placing them on consecutive pages, so, when a reader is turning the

pages, he or she will recognize the similarity between the two, and return his or

her attention to the full-page ad.

If Azrock attends the trade show, we recommend placing 12 print ads, six times

each, in two trade publications: Interiors & Sources and Environmental Design +

Construction. This will give 61,000 readers the opportunity to see the ad three

times at a cost of $55,686.

If Azrock does not attend the trade show, we recommend placing 16 print ads,

with nine full-page ads and seven skyscrapers. We recommend an additional

publication for the placement of the additional ads to make up for the audience

that wouldn’t be reached at the trade show. This publication is ASID ICON,

which is a magazine for the American Association of Interior Designers. This

will give 101,000 readers the opportunity to see the ad three times, at a cost of

$83,472.

Each publication reaches a slightly different target market. The publication

profiles on the following page discuss the publication contents and audience

in detail.

STRATEGY

TACTICS

25

Interiors & Sources is the only publication exclusively focused on commercial

interior design. This publication has 30,600 subscribers, 98% of whom are

responsible for recommending or purchasing commercial products, such as

flooring. Subscribers work in a variety of professional settings, such as interior

design firms, architectural firms, corporate and commercial firms, and govern-

ment and institutional firms. This is a good fit for Azrock to showcase Emerge

because it emphasizes interior products, how they are used, and where to

source them.

Environmental Design + Construction, “the premier source for integrated high-

performance building is dedicated to efficient and sustainable design and

construction.” This publication has 25,000 subscribers, including progressive

architects (70.3%), designers (13.3%), building contractors (9.7%), specifying

engineers (3.8%) and building owners/developers (2.7%). We believe that this

publication is a good fit for Azrock to showcase Emerge because it reaches a

slightly different target audience whose members will be likely to specify floor-

ing or be involved in the purchasing process.

ASID ICON “provides strategic guidelines and inspiration for professional

interior designers and supports the shared goals of ASID members by provid-

ing insight into the business and design knowledge that is essential to the

profession.” There are 40,000 members of the American Society of Interior

Designers who have the opportunity to see an ad in ASID ICON digitally or in

print. According to the publication, interior designers specify all of the products

purchased in 90% of design projects, and they look to ASID ICON for informa-

tion and news about new products. We believe this publication is a good fit

for Azrock to showcase Emerge because interior designers are responsible for

specifying products, and we want them to be informed and knowledgeable

about Emerge, so they are more likely to specify it.

Publication Profiles

INTERIORS + SOURCES

ENVIRONMENTAL DESIGN +

CONSTRUCTION

ASID ICON

26

Azrock currently does not have any informational literature available about the

Emerge product line. We recommend updating the current web site, by includ-

ing a link to a new web page entirely dedicated to Emerge. We believe that

updating the web site is essential to launching Emerge because our research

indicated that the target market often uses the Internet to research products.

The web page is going to be launched in March, and this will be the first time

people will have access to information about Emerge. The web page can be

accessed at azrock.com. We believe it is important to launch the web page

before any of the other media. People need to have access to information

so they do not lose interest. The web page will include information about the

Emerge line, along with a link to a PDF of the brochure we developed.

Web

STRATEGY

TACTICS

27

Since Azrock produces a business to business product, we need to take a

direct approach to reach the target audience. We believe that a print campaign

will support our efforts to introduce the product but will not be a great enough

push for the target audience to actually take significant interest in the product.

Rather than expecting the target audience to seek information about Emerge,

we are taking the initiative to send the information directly to them.

We recommend a direct e-mail campaign to accomplish three goals: to drive

traffic to the web site, generate interest and a desire to learn more about the

product, and attract leads to Lunch & Learns that we recommend Azrock hosts.

We recommend the e-mails be sent in the first week of July, after the

trade show, and then again in the third week of July. Finally, e-mails will be sent

in the first week in August.

The most important part of conducting a direct response campaign is the

contact list. We are going to develop our list from three sources: Azrock’s cur-

rent client base, the NeoCon Trade Show, and lists obtained from trade publica-

tions. The e-mails will be sent out regionally, in the states where the Lunch &

Learns will be held. E-mails will be sent to interior designers, architects, facility

managers, project managers, specifying engineers and building contractors.

We want to reach those who are involved in recommending and purchasing

flooring.

We will be sending out a series of three e-mails; one will be a notification of

the launch of Emerge, and the last two will be invitations to the Lunch & Learn

in their area. There will be three calls to action: to visit the web site, to request

more information and to contact a sales representative or attend a Lunch &

Learn hosted by Azrock. The e-mails will provide links directly to the web site,

the ability to request more information, or be contacted by a sales representa-

tive.

The e-mails will go out to approximately 67,625 people, three times, for a cost

of $20,000. If Azrock does not attend the trade show, we recommend allocat-

ing another $10,000 towards the list, to account for the contacts that will not

be obtained at the trade show. The e-mails will then go out to approximately

86,401 people, at a cost of $30,000.

E-mail

STRATEGY

TACTICS

28

We recommend using public relations to support the print and online advertis-

ing campaign. We will start working in January, to contact publication editors

and discuss editorial opportunities for Azrock to introduce Emerge. These

efforts will not actually be implemented until the launch of Emerge, in March,

because no other information will be available until the web site is implemented.

We recommend working with editors of the same trade publications in which

we are running the print ads. The Public Relations Time Table indicates the

appropriate time for Emerge to be mentioned in these trade publications, in

relation to the monthly editorial content. (Refer to table on page 37).

We have a credible public relations expert looking for opportunities to spread

communication about the Emerge product line. We plan to have our public rela-

tions professional blogging on web sites related to the target markets’ profes-

sions, to talk about the product and get the Emerge web page link on other

pages. For example, the American Institute of Architects (AIA) has a web site

and a place where members can blog. Bloggers go there to exchange informa-

tion about the industry, products and projects. There are many other outlets

and blogs related to the interior design and architect professions that may be

considered possible outlets for public relations efforts. It will be our job to

recognize those outlets and create buzz about the product within them.

Public Relations

STRATEGY

TACTICS

29

We recommend that Azrock attend the NeoCon Trade Show, in Chicago, in

June, 2009. There will be an attendance of up to 50,000, with 1,200 booths and

exhibitors. This is an excellent opportunity to showcase Emerge as a new prod-

uct and will give Azrock sales representatives the opportunity to have face-to-

face communication with the target audience. Of the professionals who attend

NeoCon, 43% are Interior Designers and Architects, and 24% are facility man-

agers. Purchasing agents, corporate executives, building developers, building

owners, distributors and facility managers are also among the attendees. What

makes these attendees so appealing is that 89% are the primary decision mak-

ers, or they influence decision making, and 92% plan to specify or purchase the

products they see at NeoCon within the next year. This is also an opportunity

to introduce Emerge to attendees, provide information about Emerge, interact

face-to-face with the target market, and obtain leads.

We recommend that Azrock utilizes a guerilla advertising technique, booth

graphics, a contest, and literature that incorporates the campaign theme at the

trade show.

We developed a non-traditional guerilla advertising tactic that will catch

Azrock’s target market off guard. Floor stickers will be placed at the baggage

claims in Chicago Midway Airport and Chicago O’Hare International Airport

during the three days of the trade show, June 15–17. These two airports will

be receiving NeoCon attendees from all over the world, and most of them will

likely go to the baggage claim. We believe that this nontraditional advertising

tactic will stand out from the clutter because it is very unexpected and unique.

Furthermore, we are placing them in areas where people will be waiting and will

have the opportunity to see the message.

The design and theme of the floor sticker relates to the campaign theme

because it is in the shape of a crossword puzzle. It will encourage those who

see it to look for Azrock’s booth at the NeoCon Trade Show. The cost of this

floor sticker will be $8,000 for three days of placement.

Trade Show

STRATEGY

TACTICS

Guerilla Tactic

30

The booth graphics will coordinate with the rest of the campaign. We devel-

oped two banners, using the crossword puzzle theme, and also created a game

for booth visitors to play.

Because there will be thousands of booths, we needed a non-traditional way to

generate traffic to the booth. Therefore, we developed a game that the booth

visitors can play. We have multiple prizes for the winners of the game, which

will be an incentive for visitors to come and try their luck. If booth visitors pro-

vide their contact information, they get to spin the wheel. If they land on a prize,

they will win one of two prizes: a $50 Hardrock Café gift card or a water bottle.

We allocated $4,336 to prizes. This will give Azrock’s sales representatives the

opportunity to interact with visitors, give out information, and generate leads.

The cost of the trade booth graphics and game will be $13,000.

We recommend providing sales representatives with two informative tools to

utilize and give away to those interested in Azrock: a flyer and a brochure with a

sliding picture puzzle. They will be given to hot leads or those who show great

interest in the product. The brochures and flyers for the trade show will cost

$25,000.

The cost of attending the NeoCon Trade Show will be $38,000.

TRADE SHOW BOOTH

31

During our research, we learned that the target audience often learns about

new products from sales representatives, who visit firms to introduce products.

The Interior Designers and Architects we talked to had either never heard of

Azrock or were only somewhat familiar with the brand. The interviewees also

said they had not interacted with an Azrock sales representative for years, if

ever. We believe that with a high-involvement, business-to-business product,

it is essential for the sales representatives to be highly proactive in the sales

process.

We recommend that Azrock sales representatives be actively pursuing sales

efforts by interacting with the target market through Lunch & Learns. Rather

than sending sales representatives out to multiple firms in their area, they

should hold regional Lunch & Learns in designated areas. This will allow people

from multiple firms and businesses to come, interact with others in their field,

have lunch, and learn about Emerge. This is a great opportunity to showcase

the product by providing samples and pictures of what the product, line actu-

ally looks like.

We recommend that Azrock host ten Lunch & Learns in five states. They will be

held at the beginning of September, shortly after the e-mail campaign is over.

This will also allow time for respondents to make plans to attend in advance,

but it will not be so long that they will forget about it. We project that approxi-

mately 30 people will attend each Lunch & Learn. (See Lunch & Learn Projec-

tion Map, page 34).

We created tools the sales representatives can use at the Lunch & Learn to

educate those who attend about Emerge. They will have an educational bro-

chure and a sliding picture puzzle to hand out to each attendee, and a Power

Point presentation to show. The cost of the brochures and puzzles will be

$2,000, the conference rooms will be $4,000, and the lunch that will be provid-

ed will be $3,500. We want to create a welcoming and comfortable atmosphere

where we can build a strong relationship with our attendees.

The areas we chose to hold the Lunch & Learns were selected because they

are heavily populated by the target audience. In addition, many of the areas are

leaders in green building. Lunch & Learns will be held in the following states:

California (San Francisco, San Diego, Los Angeles), New York (two in New York

City), Illinois (Chicago), Texas (Dallas, Houston), and Florida (Tampa, Miami).

According to a case study published by the American Institute of Architects,

Cities Pushing Ahead, cities in New York and California are taking the initia-

tive to enact policies that promote green building in their areas. Another study

conducted by the American Institute of Architects indicated that Texas and

Lunch + Learn

STRATEGY

TACTICS

32

Florida have implemented green building practices in multiple cities. Some of

these policies offer incentives for green building techniques, LEED certifica-

tion, and strengthening energy and building codes, to support energy-efficiency

strategies and other environmental goals. Therefore, people in these regions

already have an interest in and an incentive to recommend products that are

eco-friendly and can help build greener facilities. These geographic areas are

also heavily populated with our primary target market, interior designers and

architects.

The cost of hosting ten Lunch & Learns in five cities will be $9,500.

Internal Promotions for Sales Representatives

We recommend initiating an internal sales promotion program for the Azrock

sales representatives, who will have the responsibility of educating the tar-

get audience about the Emerge line. An internal sales promotion program will

motivate the sales representatives to be proactive in heightening interest for the

product.

We recommend giving the sales reps water bottles made from recycled plastic

as a promotional item. They be able to use the recyled water bottles while they

travel. The water bottles can be gifts given to architects and designers when

the sales reps visit the firms.

We also recommend holding a contest for the sales representatives. The con-

test will take place over a six-month period, from June to December. The prizes

will go to those who sell the most Emerge tile over the time period. The rep

who sells the most Emerge flooring will receive a 52” flat screen high-definition

television and a $1,000 Visa gift card. The reps who sell the second-and-third

highest amounts will receive a MacBook and a $500 Visa Gift Card. The reps

who sell the fourth and fifth highest amounts will receive a Play Station 3 and a

$150 Visa Gift Card.

STRATEGY

TACTICS

33

Currently, there is no informational material about the Emerge product line, and

we believe it is important that sales representatives have information to give to

leads. Therefore, we recommend producing additional informational brochures

and a sliding picture puzzle to be given to sales representatives as a leave-

behind for the target market. We will make a digital version of the brochure

available on the web site.

The brochures will be distributed with a sliding picture puzzle. It is a small,

hand-held picture puzzle that has the Emerge logo on it. This can sit on some-

one’s desk and be played with. The flyer is a two-sided 5” X 5” card that shows

Azrock’s mission statement and provides basic information about Emerge. They

will be handed out to anyone who passes by the booth. The brochure is a 5”

X 5”, tri-folded card that gives detailed information about Emerge and what

Azrock stands for.

These brochures will be given away at the Lunch & Learns, trade show, and to

anyone who shows further interest in Emerge. We will create 500 brochures/

puzzles for the Lunch & Learns, at a cost of $2,000. We will create 5,000

brochures and 10,000 flyers for the trade show, at a cost of $25,000. The cost

of the brochures is included in the Trade Show and Lunch & Learn budget

breakdown, but additional brochures will be provided for other leads. If Azrock

attends the trade show, we recommend producing 4,703 additional brochures

for $18,814, and, if Azrock doesn’t attend the trade show, we recommend pro-

ducing 4,757 additional brochures at $19,028.

(See Budget Breakdown: Additional Brochures, page 56).

Brochures + Puzzles

STRATEGY

TACTICS

34

Lunch + Learn ATTENDANCE PROJECTION MAP

*There will be 10 Lunch & Learns, held at multiple locations

*We estimate approximately 30

people at each Lunch & Learn

35

E-mail No.1

(Recipient’s Name),

Azrock is moving floorward. We understand the need for a sustainable alter-

native to vinyl flooring. Innovative and EcoWise elements intersect to create

Emerge. Durable and cost-effective, Emerge is 100% recyclable.

Emerge already has received a Citation of Excellence in Buildings magazine’s

Environmental Solutions category.

Searching for your environmental flooring solution? Azrock has filled in all the

blanks for you.

Be Smart. Look Brilliant. Emerge.

www.azrock.com/emergeinfo

www.azrock.com

To contact a representative near you, click on your state below.

California

New York

Illinois

Texas

Florida

36

E-mail No.2

(Recipient’s Name),

You’re invited! Azrock is hosting a number of Lunch & Learns around the

country, and we would like you to attend.

Lunch & Learns are a great chance for you to talk directly to our representa-

tives, who will address the information you are hungry for. This is also an oppor-

tunity to network with other floorward thinkers in your field. Come learn about

the new, smart alternative to vinyl, and enjoy a free lunch on us.

If you will be in one of the cities listed below, and would like to attend any of

our Lunch & Learns, please RSVP by clicking on the link below:

Lunch & Learn RSVP

Lunch & Learn Schedule

Wednesday, September 2nd at 12:00

>Chicago, Illinois

>Miami, Florida

>Dallas, Texas

>New York, New York

>San Diego, California

Monday, September 7th at 12:00

>Houston, Texas

>San Francisco, California

Wednesday, September 9th at 12:00

>Tampa, Florida

>Los Angeles, California

>New York, New York

37

PR Time Table

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» EXECUTIONS

40

Creative Brief

What are the business objectives? What should this communication

accomplish? (Quantified or measurable objectives if possible.)

To make half a million dollars in sales within the fiscal year 2009

Who is the audience and what does this audience think/feel about this

product, brand, service today? (Demographic – how this product category fits

into their life, perceptions of the product/brand we are communicating.)

We are targeting designers and architects.

Demographically we’re talking about:

Interior designers and architects between 24 and 40

Geographically: regions pushing for eco-friendly building: The West Coast,

Northeast, and the South.

These decision makers have a lot to consider. Most interior designers and

architects value their jobs and put a lot of thought into the decisions they make

and the products they recommend. Building and maintaining good relation-

ships with clients is important to architects and interior designers, who strive

to be experts on any new products in the industry. The flooring industry itself

has many products; a lot of thought is put into flooring decision-making. When

choosing commercial flooring, interior designers are typically looking for price,

durability, whether the product is eco-friendly, sustainability, warranties, product

life cycle, and colors. They also look at ease of installation and how quickly the

flooring will be usable after installation. Being eco-friendly is important to these

designers and architects, who prefer recyclable products.

Architects and designers in the industry currently perceive Azrock to be a brand

with durable products. They also see Azrock as “behind” and “boring”; nothing

stands out. The brand has been completely dormant for some, who have not

heard from a sales rep in years.

NO. 1

NO. 2

41

What is the one thing we want this audience to think/feel about this

product, brand or service? (Be as specific as possible.)

Emerge is a durable, alternative, non-vinyl floor that is recyclable, safe and

eco-friendly.

What can we tell or show them that will make them believe this? (Include

three reasons – prioritized. Be specific.)

Azrock is the smart flooring solution.

Emerge is risk- and worry-free for me.

Emerge is the practical flooring solution.

What is the call to action? What do we want the audience to do as a result

of seeing this communication?

Visit the web site.

Be aware of Emerge.

Respond to e-mails.

Client mandatories (Include client biases.)

Use the EcoWise logo provided by Marcus Thomas.

NO. 3

NO. 4

NO. 5

NO. 6

Print

FULL MAGAZINE AD

43

Print

SKYSCRAPER MAGAZINE AD

For further explanation refer to Media Plan, page 24.

44

Web

HOME PAGE

Azrock.com will be extended to include the EcoWise logo on the home page, in

line with the already-existing Asset, Advance, Achieve and SpraySmart logos.

Clicking on the EcoWise logo will take the user to the Eco-Resilient category

web-page, where another link will direct the user to the Emerge product page.

The Emerge product page will include information about the Emerge line, along

with a link to a PDF version of the brochure we created.

The Eco-Resilient category also will be added to the Product drop-down menu.

The Emerge link will appear when Eco-Resilient is scrolled over. Clicking on the

link will take the user directly to the Emerge product page.

The web site will remain consistent, easy to use and allow for future mainte-

nance. As new products in the Eco-Resilient category are introduced, links for

product pages can be added with ease.

45

Web

EMERGE PAGE

46

Trade Show

BANNER NO. 1


47

Trade Show

BANNER NO. 2


48

Trade Show

SPIN WHEEL GAME


Guerilla Advertising


AIRPORT FLOOR GRAPHIC

E–mail

NO. 1

E–mail

NO. 2

52

Brochure


FLYER

“Smart is innovative and dedicated to progress, but it is more. Smart embodies thought and environmental consciousness. Smart is the new generation of flooring. Emerge is the smart altern-ative to vinyl flooring.

BE SMART. LOOK BRILLIANT. EMERGE.”

PUZZLED ABOUT AZROCK’S NEW ECO-WISE EMERGE?

AZROCK.COM

BE SMART EMERGE

LOOK BRILLIANT

Durability of vinyl, but even more flexible and lightweight. Tiles are proudly made with U.S. materials.Installation time is reduced by up to 70%. After installation, floor is ready for immediate use. Tiles are Floor Score certified for indoor air-quality. Maintenance is easy

Emerge is recyclable and contributes to LEED credits in three ways.First, Azrock’s Architectural Sample Return Program repurposes unused and outdated samples. The Contractor Return Program reclaims clean installation flooring waste, which is incorporated into our new products.

Emerge comes in twenty-four brilliant colors. The unique and eye-catching colors include: Gecko, Lava Flow, Polar Ice, Aurora, Stingray and more! Our durable and stain-resistant floor materials look smart, backed and guaranteed by our 10-year warranty.

53

Brochure


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54

Promotional Piece


PICTURE PUZZLE

» BUDGET

56

Detailed Budget

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» SUMMARY

58

Campaign Summary

The preceding campaign proposal hinges on two strategies: a reach strategy

and an interactive strategy. These strategies were designed to build aware-

ness and frequency for Emerge among the interior designers and architects

and who are responsible for recommending materials and products for com-

mercial building projects. We feel that the reach strategy is important, to build

awareness and generate interest in the product, and the interactive strategy is

important to build frequency and establish a dialog with members of the target

audience.

We have positioned Emerge as a smart alternative to vinyl flooring. Positioning

the product shows Emerge is an innovative solution to flooring needs and plays

into the national trend of eco-friendly practices. This concept plays throughout

the creative executions, which are an attempt to get the attention of the target

audience in a unique and relevant way.

To evaluate the success of this campaign, we will need to measure the actual

results against our original goals and objectives. This can be done in a number

of ways. The primary business objective of our campaign is for Emerge to make

half a million dollars in its first year. Success in meeting this goal can be mea-

sured by sales figures. Objectives related to awareness numbers can be mea-

sured by administering a recall survey to members of the target audience who

were exposed to various elements of the campaign. The actual number of leads

garnered can be compared to the objective (66,000). Finally, Emerge web- site

traffic can be measured, to show the campaign’s success in getting customers

to visit Emerge online.

STRATEGY

POSITIONING

MEASURING RESULTS

imc plan for azrock flooring

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