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STRATEGIC MARKETING

Steve RostGeneral Manager

J.C. Restoration, Inc.4.26.12

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

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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

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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

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My JCR Background

• 2006 – present (JCR)

– Top Notch Full-Services Restoration Company

– Roles Served:• Marketing Director (12/2006 – 4/2008)• General Manager (April 2008 – present)

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My PRE-JCR Background

• 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 thought I made a huge mistake….

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My PRE-JCR Background

• 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

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My PRE-JCR Background• 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

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JCR Marketing 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

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JCR Marketing 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

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I started calling on JCRs “key accounts”

and began to realize…

We needed a Plan

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

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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

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With the knowledge that I gained in the first 90 days…

I learned thatJCRs Marketing Strategies

needed to beOVERHAULED!!!

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I realized JCR was in need of aMARKETING PLAN

The plan needed to be: 1. Outlined & Developed2. Implemented & Controlled3. Executed

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Presented in 3/07

OUTLINE DEVELOPMENT

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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

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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

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ExecutionDefine Your Company Objectives

- Start with 3 or 4 goals

In March of 2007; JCR had four main objectives:

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JCR achieved our four objectives by:

1. Developing our Marketing Plan - Allow ample time to develop & implement

2. Hiring a Marketing Director - Ownership – Instill confidence…

3. Defining our Target Markets - “Back then” JCR had four main segments

- Insurance- Property Management- Facility Management- Other Contractors

4. Utilizing a time management system - Tracks accountability

5. Becoming active in outside associations - JCR rule

6. Implementing specific programs to each target market- This is where the use of an outside consultant can greatly assist

Summary

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FINALLYMy advice to you:Define marketing “responsibility”

for each referral type within your company.

Hold somebody accountable, even if that is yourself…

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Referral Types Division Responsible

1 800 BUP 800BUP

2 TPA Exec

3 Other Contractors * Exec

4 Advertising/Internet MKT

5 Adjuster CMD

6 Agents MKT

7 CIH ENV

8 JCR Affiliates ** House

9 Plumber MKT

10 Prop & Facility Mgmt MKT

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

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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

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THANK YOU