Wordsprint Marketing Proposal

Proposal #45310

Multi-Channel Marketing Campaign for

October 28, 2019

The Problem Despite having developed revolutionary building technology in the REVPANEL, and completing over 70,000 projects in 28 countries in the last 20 years, Thermasteel’s unique approach to structural insulated panels is still relatively unknown in the construction and architectural communities. With unlimited potential for growth, how can Thermasteel get its message to the people who make the decision about building materials?

The Solution Successful marketing means getting the right message to the right people with the right rhythm. Thermasteel has the right message; what it needs now is the right people and the right rhythm. Our proposal is to start small, with a Phase 1 multi- channel marketing campaign to one target group = architects . If this campaign is successful, subsequent phases can target builders, developers, even homeowners. This campaign will include direct mailings to architects, with auto-triggered email follow-ups ; the content from the mailers and emails will be repurposed for coinciding social media posts. The strategy is to make 6 rhythmic touches during the next 12 months: mail and email and post on same schedule each 2-month cycle. Rhythm builds trust, and trust builds relationships. The goal is not just a project transaction, but also the development of a relationship with architects who will become REVPANEL champions.

The Steps

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Brand discovery & overview: have a meeting with Wordsprint’s creative & messaging team, at Thermasteel in Radford, with all key stakeholders involved. The purpose of this meeting is to make sure the Wordsprint team thoroughly understands Thermasteel’s process, advantages, and challenges. This meeting will also establish the strategy behind the campaign, and the tactics required to execute. Establish the rhythm: build a 3Bit Marketing System™ calculator for Thermasteel, to outline campaign execution, i.e. the specific steps, timelines, project management responsibilities, etc. This calculator can also be used to track campaign effectiveness in terms of response rates and bottom line ROI. Database acquisition: compile and purchase a list of active licensed architects who specialize in specific ranges of work, e.g. commercial, industrial, residential, energy-efficiency, resilient design, etc. Use geography to tighten or

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loosen the targeting, to identify the quantity that fits the budget. For example, if a 100-mile radius of Radford yields too many names, then we tighten to 50-miles; if it doesn’t yield enough, we loosen to 200 miles. Message refinement: translate the Thermasteel system benefits into value statements that will resonate with architects. For example, we could create a “Did you know…?” or a “Have you heard…?” sequence with 6-8 different themes. Graphic design: tie these value statements to Thermasteel branding in a creative series that can be used for postcard mailings, email, and social media. Execution: follow the schedule established in the 3Bit calculator, with monthly postcard mailings, each with an auto-triggered email follow-up; the following month would get a post of same content to social media. Measure: track response rates by phone calls, website form submissions, and emails.

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Pricing & Terms

This Phase 1 Architect Campaign will be billed incrementally:

1. Database Acquisition bills at $750 plus $0.35 each per record, e.g. a database of 2000 records would be $1450 – due prior to database purchase. 2. Messaging & Graphic design bills at $250 plus $325 per cycle; e.g. 6 different content packages (full year at 2-month cycles) would be $2200 – due at completion of this creative work. 3. Print, Mail, Email, & Post bills at $755 per cycle plus $0.49 each per record including postage. If 2000 records, each 2-month cycle would be $1796 (that’s with Va sales tax added on the non-postage part) – due at start of each cycle, before postcards go to the Post Office. A full year of six 2-month cycles (2000 records) would be $10,774. See preliminary 3Bit Calculator attached; note fields highlighted in yellow are interactive, i.e. you can change those values and see the results. Adjust the scale to fit the budget to sustain the rhythm.

The Wordsprint Team Although more than a dozen individuals will contribute to the development and execution of this Phase 1 Architect Campaign, here are the key players:

• Heather Alderman, Creative Director • Treva Adams, Messaging Specialist • Lisa Moore, Database Analyst • Gene Bradley, Production Supervisor • Kathy Matheny, Agency Director • Bill Gilmer, President & Team Leader