KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY, KUMASI COLLEGE OF ARCHITECTURE AND PLANNING DEPARTMENT OF BUILDING TECHNOLOGY

PROGRAMME
BSc. QUANTITY SURVEYING AND CONSTRUCTION ECONOMICS

(BRIDGING) ASSIGNMENT

BT 256: MARKETING AND PROJECT ACCOUNTING

Submitted Date: 14th APRIL, 2012

MEMBERS OF THE GROUP NAME CHARLES KISSI-AMAKYE VICTOR BOATENG DAN MOCHIA ARZAH IRENE BOAKYE BIRAGO AMO-MENSAH JUSTICE SAMUEL OPPONG SARPONG GABRIEL TETTEH ODONKOR STUDENT NO. 20230852 20231784 20233007 20232785 20232794 2O232774 20232457

Lastdays Roofing Co. Ltd Marketing Plan

Executive Summary
Lastdays Roofing Co. Ltd is a Kumasi - based roofing company that serves both the commercial and the residential markets. Our Goals: To identify and develop the three customer segments Lastdays Roofing Co Ltd. has: - Residential - Commercial - High End New Developments

Achievements
In the past year, Lastdays Roofing Co. Ltd has established its corporate identity and has developed a recognizable brand. Through its newsletter, advertisements and involvement at trade shows, the company has built up its familiarity in Ghana.

The Challenge
Given the current depression in the real estate market, the roofing market is also suffering. Lastdays Roofing Co. Ltd seeks to establish its brand to ensure that sales remain steady (even increase) despite the market.

Situation Analysis Company Analysis

Goal: to market to each of the 3 customer segments Focus: residential, commercial, and high end developments Culture: sincerity, promote reputation of "getting the job done right the first time" to customer

Customer Analysis

50% of revenue Residential Buy based on relationships, brand recognition, referrals, pricing - Reroofs (7% - most profitable) - Repair (3% - 2nd most profitable) - Production Homes (40%) 25% of revenue Commercial Buy based on awareness (marketing/advertising), professional referrals New roofs, reroofs, maintenance, repair

25% of revenue High-end homes Buy based on long-term relationships New construction

Competitor Analysis
Competitors include: Diamond Roofing Larger size affords lower cost to customers Big name recognition Sizable marketing efforts Customer service is poor; many customers hire SR after Diamond to fix Asante Roofing Large size Older, more established Well-known in commercial arena Work on good old boy network Ownership is inflexible and misses good opportunities

SWOT Analysis

Strengths Quality workmanship On-time delivery of product Persistent in getting job done right the first time Customer service: seek to make customer happy Employees enabled to fix problems Professional service Dont use subcontractors Abide by all state statutes Dont skimp on product or cut corners Serving Ghana for over 10 years Weaknesses Not established in all the Cities as known brand Size (held back from growing) Low Marketing Budget No dedicated salesperson(s) Profit has shrunk Opportunities Internet Marketing: Beef up Internet leads through advertising online Gain larger percentage of other Roofing's market by emphasizing quality and dependability Focus on Top Selling Realtors Promote Referral Program heavily to past and current clients Threats Declining real estate market poses threat to business Unlevel playing field (some play by rules and some dont) Bigger companies do "cut corners" and will do whatever they can to win a project, even if it means not making a profit

Selected Marketing Strategy

Product New roofs Reroofs Repair Maintenance Promotion Current marketing Ads Everybodys Business Lake stopper storm Guides

Trade Shows Internet Website/Search Engine Optimization (SEO) Monthly Newsletter: Building List Referral Program on Website Directories Telecom Directory The Blue magazine of Building and Construction Ghana Other Sports Teams Marketing (kotoko football club) Logo on our cars

Marketing Opportunities (More Detailed Campaign Ideas Will Follow Below Under "Methods") Public Relations Free Roof Campaign (tie in YouTube) Send out 2 press releases per year to local-based Internet Internet Internet ads (Google AdWords, ads on related sites) Use Article Marketing to get traffic to site (write helpful articles, home tips, roofing tips, etc. and distribute online) Direct Mail Realtors and Real Estate related industries Contractors, Builders Residents where Lastdays is currently servicing Referral Program: Mail to current residents Co-op Advertising Find partners to develop promotions with and share in expenses: electricians, builders, vendors, suppliers) Radio Television (later on, possibly when the market is on the upswing again)

Short and Long-Term Projections

Short term goals include brand awareness and generating new sales. Long term goals include creating awareness in people who may not need a roof now, but will think of Lastdays Roofing when they do.

Conclusion
Lastdays Roofing Co. Ltd is able to capture more market share in the Country roofing industry than it currently has. To do so, it is necessary to create brand awareness through a variety of marketing efforts. Increased marketing initiatives are recommended for the upcoming year in order to become well known brand in the Country, as well as strong offers in marketing materials geared to moving potential customers in need of our services to take immediate action. Target Market Residential High-end Homes Middle Income Homes Real Estate Related Industries Realtors Investors Mortgage Brokers Appraisers Home Insurance Agents Commercial Contractors Builders Suppliers/Vendors District Assemblies

Methods
Print Media
Residential Because Lastdays Roofing seeks to capture more of the high-end residential market, placing ads strategically into publications that cater to this audience is crucial. Magazine/Newspaper Advertising Opportunities
*Daily Graphic

Suggest running Editorial style article 1 time .The next 3 times run a full page advert which will cost GH 2,369.00 per advert (total budget: GH 9,476.00)

*Sales Magazine

Purchase advert; comes with article and photo Suggest running full page ad GH 1,655 per issue (commitment of 4x) (total budget: GH 6,620)
*Everybody's Business

Recommend increasing size of advert to half page to compete with other Roofing companies. Always include an attractive offer in the ad and establish credibility. *Trade Publications Identify Trade publications and write and submit articles to them online. *Directories We will research and get you listed in appropriate directories. Direct Mail As Advert. Residential Campaign Idea #1 Postcard Campaign Every time you do work on a house, scout the area to find any roofs that look like they might need repairs or re-roofs. Place these addresses into a database and put them on the residential direct mail mailing list. Campaign Idea #2 Send Thanksgiving cards (instead of Christmas cards) and stand out from the Christmas card rush. Inside should say: Thank you clients for. . . Using our products (phrase it as a gift) Commercial There are several ways to reach commercial contacts through direct mail. However, without a dedicated salesperson to follow up with a direct mail campaign, these ideas will not be effective. Realtors Campaign Idea #1 Out of the 1,000 realtors in the Country, only 250 are actually moving properties. We will create a direct mail campaign targeting these top 250 realtors. Real Estates have a contact that will give us access to the mailing addresses of these top realtors for no charge. Realtors have influence over homeowners when it comes to remodeling and home improvements. Sellers often want to make changes to increase the selling price of their homes. The answer we came up with was the following: Content for their website or New Client Packs.

Realtors love to give their clients information. We could provide, free of charge, articles, Top Ten Lists or reports they could either: a) place on their website, or b) place in their New Client Packs Campaign Idea #2 Once the above campaign is systemized and successful, duplicate the same process for the following: Realtors Investors Mortgage Brokers Home Inspection Appraisers Home Insurance Agents Lawn Service Companies Campaign Idea #3 Send sales letters to targeted builders/developers/Test Results/ROI Campaign Idea #4 Tiffanys friend owns a landscaping company that works with high-end custom neighborhoods, offered to put together a list of the right people (builders) to talk to. If we can craft a letter from (so that its a warm letter, not cold) recommending Lastdays Roofing to them, we can get in front of these people and build relationships. Radio Media We suggest trying out new types of media, such as radio. We have met with representatives who have presented affordable options for advertising. Residential Run and test a couple of radio spots and see if they are successful. Campaign Idea #1 Traditional 30 second advert with offer (reroof, estimate, in the top 10 stations in the country. TV Media Because there are so many other ways we can effectively market our company without spending so much money, we recommend revisiting television as an advertising option in the coming years. New Media (Internet Marketing) The Internet is the new medium for marketing. Many people use it as their first source for finding businesses. We have already seeing positive results with Google, we would like to implement more online advertising tools. Residential Here is the formula to grow Email List/increase traffic to Website. Campaign Idea #1 Internet advert on industry-related websites find websites that complement roofing and place banner advert Campaign Idea #2 Article writing. Write articles on roofing (similar to what's in the newsletters) and publish on article

distribution sites to increase placement in search engines, as well as establish SR as expert in its industry.

Campaign Idea #3 Develop a FREE report (or some other freebie) to give away on the home page designed to get people to Opt in to our mailing list. Campaign Idea #4 - Development of Newsletter We could also get others (Home Builders Association/Other Trade Organizations/Individual Realtors to submit articles (for free) in exchange for free exposure in the newsletter. Commercial Campaign Idea #1 Connect with others in industry (remodel, construction companies, and estate developer) and get adverts in their newsletters (maybe exchange adverts). Realtors Campaign Idea #1 Report or article posted on realtors' websites (see Direct Mail above) Can repeat for Mortgage Brokers, etc. Public Relations Residential Campaign Idea #1: Free Roof Giveaway Announce contest to give away roof to the most needy/creative video. Entrants create video of why they need a new roof and post on YouTube.com. Videos will also be posted on SR's website. Winners are selected and roof is given away to a company: press releases, media coverage (Sentinel, tv, radio). Charity/Partnerships Either get involved with an existing charity donation or toy drive, or create our own. Follow up with Public Relations. Explore opportunities to raise money for Holiday Seals. Explore another opportunity to contribute to Habitat for Humanity: Directors of Construction companies. Sales Hire a commission based sales person that can help, it does not need to be a full-time employee, but Sales team. If we truly want to grow, we need to have a sales person (at least ten to start with).