Identified and proposed a plan for implementation of an acting marketing department for HVAC retail store.

1. "Having the ability to report on and analyze online activity, as well as where the
traffic is coming from, is vital to your online success."
The following is a general outline of the necessary work to be done to correctly establish
functional and effective marketing procedures. Upon agreement to continue working together,
a concise and tailored plan will be constructed based on conversations with the owners and
sales team, with specified dates and goals.
Andres B. Jovane-Flynn
abjflynn@gmail.com
6322-6775

2. 1
Table of Contents
I. Introduction ......................................................................................................................2
a. Objective
b. Abstract
c. Goals
d. Targets and Metrics
II. Conduct SWOT Analysis with Partners and Salespeople ......................................................2
a. Identify Strengths
b. Identify Weaknesses
c. Identify Opportunities
d. Identify Threats
III. Buyer Personas..................................................................................................................3
a. Buyer Personas
IV. Website.............................................................................................................................4
a. Landing Pages
b. Create a Clear Lead Handover Between Marketing and Sales
V. Google...............................................................................................................................5
a. Goal
b. Campaigns
c. Key Words
d. Search Engine Optimization (SEO)
e. Search Ads
f. Display Ads-Google Remarketing
VI. Social Media ......................................................................................................................6
a. Goal
b. Analysis
c. Content Ideas
VII. Email Marketing.................................................................................................................7
a. Goal
b. Squeezing Old Data
VIII. Paid Traffic ........................................................................................................................8
a. Determine Budget
IX. Adding Value to Technicians...............................................................................................8
a. Hecho Integration
X. Conclusion.........................................................................................................................9
a. Marketing Operational Tools
b. Long-term Goals
c. Closing Statement
XI. Figures.............................................................................................................................10

3. 2
I. Introduction
a. Objective:
i. The goal is to maximize ROI and make better business decisions using the real
market feedback.
ii. Evaluate current marketing categories, and funnels, create standardized
operations within marketing categories, to have market tested reasoning
behind every marketing effort and content design.
b. Abstract
i. Identify market tested reasoning behind every marketing effort and content
design, to maximize probable ROI, and make better business decisions using
the real market knowledge, not assumptions. By:
1. Standardize marketing procedures, categories, metrics (key
performance indicators)
2. Design with data collection in mind
3. Test everything to begin to give the project direction
c. Goals
i. Drive sales
ii. Get leads
iii. Increase website Visits
iv. Influence consideration
v. Build awareness
d. Targets and Metrics
i. Create a high-quality pipeline
1. Sales Opportunities (Quotes)
2. Opportunity to customer %
3. Number of Quotes
ii. Create paid-advertisement program
1. Visitor to Lead Conversion %
iii. Improve lead quality
1. Lead Conversion Rate
iv. Close deals
II. Conduct SWOT Analysis with Partners and Salespeople
a. Identify Strengths:
i. What does our organization do well?
ii. What processes do we have in place that help us stay efficient?
iii. What do we currently do that is a unique strength of our organization?
b. Identify Weaknesses:

4. 3
i. What could we improve in our organization?
ii. What is causing a constant roadblock to our progress?
iii. What are we currently doing in our marketing process that could use
improvement?
iv. Each of these questions should address the internal factors that are helping or
hindering the success of your marketing.
c. Identify Opportunities:
i. What are we currently doing in our marketing that is fulfilling our mission
statement or goals that have been set for our team?
ii. What is going on in the current market that we can use as an opportunity?
iii. What is changing in our industry that we could take advantage of right now?
d. Identify Threats:
i. What are our competitors doing better than us?
ii. Are there changes in our industry that could threaten our efforts?
iii. Is there anything going on politically, economically, or socially that could
hinder our marketing efforts?
III. Buyer Personas
a. Buyer Personas
i. Allow us to visualize who it is exactly we are marketing to.
ii. They are created by putting ourselves in their shoes, or by speaking with the
salesmen in the trenches to come up with specific characteristics and needs
like: company size, their goals, their challenges, and objections
1. The Tech That Buys from PREASA
a. Allow us to figure out ways to upsell to our already consistent
customer base, as well as strengthening an already existing
relationship
2. The Tech That Doesn’t Buy from PREASA
a. This is going to be where the growth comes from.
b. Look at dormant sales lists to see who used to buy but does not
anymore, or bought once and
3. Jane Homeowner
a. Since it makes up the smallest but still accounts for sales, we
can figure out ways to target the end buyer with the occasional
targeted paid ad, and incorporating them into the SEO strategy

5. 4
IV. Website
a. Landing Pages
i. The purpose of testing the landing pages is to be able to optimize the design
using real conversion data for
ii. Testing landing pages on the website is done by sending the marketing
audience to different versions of the landing pages where there will be
differences, some subtle versus not so subtle.
1. Using tracking links in Wordpress, we will be able to push our
marketing audience from Facebook Ads, or Google Ads, to different
versions of the landing pages,
a. Placement of forms
b. Colors and sizes of Call to Actions
iii. Lead Acquisition
1. Upon initial evaluation I believe the customer journey is too shallow,
and not clearly identifiable, which is why there is currently no way to
grade the quality of leads
2. I propose making the forms more specific to the customer journey, as
well as having the customer check of boxes with predisposed options
so that we can manipulate the data more effectively
a. Example: When a visitor clicks to “Quote a Product”, in the
form, it should ask what type of product, brand, and if the
visitor is a technician or just a regular homeowner.
i. This will help make the lead warmer, and help the
salesmen sell better by knowing who they are speaking
to.
b. Create a Clear Lead Handover Between Marketing and Sales
i. In order to track the marketing efforts there is going to need to be integration
of communication between the sales side and the marketing side.
ii. This may take shape by creating HubSpot accounts for the salesmen so that
they can see the leads information, as well as give management the
opportunity to track the leads journey through HubSpot.
1. For example:
a. Visitor to Lead Conversion %
i. Issue:
1. Going to need to track the paid advertisement
visits on HubSpot, and then somehow track the
quotes that were created from the leads.

6. 5
ii. Possible Solution:
1. Exporting raw data from Interfuerza and
manipulating it using VLookup to match the
created contact names with the names on the
quotes in Interfuerza.
V. Google
a. Goal
i. Relevance
1. Connect with the right people at the right time, with the right message.
ii. Control
1. Determine current positions and how much emphasis and money to
spend on add auctions per ad, per day
iii. Results
1. Use Google Ads measurements and tools to understand how
campaigns are performing
b. Campaigns
i. Types of campaigns to focus on:
1. Search
2. Display ads
ii. Optimized for:
1. Demographic
2. Device targeting
3. Location
4. Bidding and budget
c. Key Words
i. Create list of keywords that are relevant to PREASA
ii. Use the keywords to create a strategy on which keywords to focus on
1. Examples:
a. Panasonic
b. LG
c. Sankey
iii. Create list of customer-match keywords and phrases customers might use
1. Target these phrases with broad match, modifiers, and phrase match
to effectively
a. Aire acondicionado mini split
b. Mini split inverter
d. Search Engine Optimization (SEO)

7. 6
i. Use list mentioned above to evaluate current rankings and determine
strategies to rank higher
1. Incorporate a blog to publish relevant data
2. Evaluate meta data and meta tags on website
e. Search Ads
i. Use Google Ad platform to develop and track performance of Pay Per Clicks
text display ads
1. See Figure 1 in Figures section for an example
f. Display Ads-Google Remarketing
i. Target visitors of the site who have visited the site times
1. In visited multiple times they are interested, but may be on the fence
about deciding on continuing with PREASA
a. Remarketing allows PREASA to remain in the top of mind of the
visitor by bidding for displays across google spaces when
visiting other websites
i. See Figure 2 and Figure 3 in Figures section for examples
VI. Social Media
a. Goal
i. Define the tone both in design, and content to effectively tell the story of the
company’s mission
ii. Engage with the followers
iii. Establish a tone with which the content is going to be created
1. People don’t want to be sold to, but rather taken on a journey
iv. Monetize, and track sales that come from organic posts
1. By evaluating sales of an item before the post and after
2. Or
v. Grow Instagram and Facebook by cross posting the content
1. Instagram: 1,314
a. Last post: November 1, 2019
2. Facebook: 942
a. Last post: March 29, 2019
b. Analysis
i. Internal Analysis
1. Evaluate the success of previous posts to measure customer
engagement with likes, and views, to determine what content has
worked in the past. Use this to determine how to move forward with
content.
ii. Competitor Analysis

8. 7
1. Evaluate the engagement and the content of competitors, to see how
PREASA can create better and different content
c. Content Ideas
i. Be engaging, creatively receive feedback from posts and Instagram stories
ii. Start Day in the Life of a Tech/social media takeovers/follow techs around on
their day to day lives, have them explain all the chemicals they use (make sure
they are chemicals PREASA sell)
iii. Polls, example: post two Nucalgon chemicals on Instagram Stories asking
which one the people voting prefer
iv. Show a new product and explain what its used for, ask them at the end if
people would be interested
1. “If you would like to buy this product message us!”
v. Post a picture of a finished A/C install with an issue and ask to comment below
what you think the issue is.
VII. Email Marketing
a. Goal
i. Create client segments, run email campaigns, both general and segmented,
and evaluate the performance of the emails, testing for things like length, time
of sending,
1. Performance will be measured by:
a. Number of Opens
b. Click-Through-Rate (CTR)
b. Squeezing Old Data
i. Create Client segmentation based on their buying tendencies.
1. Important because the tone we send in a cold broad email, would be
different from the one we send to a client who has already bought
from the store before
a. Example: Remarketing to Previous Buyers
i. Example: Segment a list of customers who bought A/C
units in the last year
1. Remind them to perform their maintenance
a. Offer technical service, and provide
tips/checklist of what to expect their
technicians to do, and what price to
expect
2. Remind them they need surge protectors

9. 8
a. Offer technical service and special price
on surge protectors
VIII. Paid Traffic
a. Determine Budget
i. Budget Allocation Concept
1. Because there is no current plan, the budget will need to be evenly
distributed between all the marketing channels to begin with.
2. Tests will be done among the channels to determine which channels
create the most engagement, inquiries, and sales.
a. Example: The goal is to be able to create a table like the one
below. In this case we would divert from Facebook ads, and
allocate them to Instagram, to see if the % Gained would
continue to grow in proportion to the additional investment.
Campaign Cost/Month
Leads
Generated/Month
Customers
Converted/Month
Value
Generated/Month
Value Per
Customer
% Gained
PPC $ 100.00 400 6 $ 2,000.00 $ 333.33 233%
Instagram $ 100.00 100 2 $ 1,000.00 $ 500.00 400%
Facebook $ 100.00 200 1 $ 50.00 $ 50.00 -50%
ii. Budget Adjustments
1. Once the channels have been tested, we will adjust the budget to
maximize its ROI by allocating more money to the channels that
created the most ROI.
IX. Adding Value to Technicians
a. Hecho Integration
i. On the basis that the more work the technicians have, the more they buy from
PREASA, we would continue the integration of the Hecho platform to create a
channel between clients with
ii. This further build trust between PREASA and the technicians because it shows
them that PREASA truly has a vested interested in helping them grow their
businesses
iii. Hecho would be included in the price of this project, so that we would not
have to charge either the user or technicians

10. 9
X. Conclusion
a. Marketing Operational Tools
1. Hubspot - $113/month
a. Starter Growth Suite
i. HubSpot CRM, Marketing Hub Starter, Sales Hub Starter,
Service Hub Starter
1. Important because this is going to be the heart
of the marketing efforts, and contain the data
collected
2. HootSuite- $19/month
a. Professional Plan
i. Social media marketing planner, scheduler, and data
tracker for Instagram, Facebook, Twitter, LinkedIn
b. Long-term Goals
i. Develop and Constantly Update Marketing Cookbook
1. Marketing guru Seth Godin often refers to an organizations Company
Cookbook
a. This Cookbook holds the conclusions of the marketing tests,
and the reasoning, or data to prove those conclusions, so that
anyone can joining the Marketing Department is not marketing
based on assumptions and can continue the growth instead of
re-testing.
ii. To be able to calculate the Lifetime Value of a Customer
1. By tracking the cost of acquisition of a customer we are going to be
able to see long-term value of customers
c. Closing Statement
i. Cost Value
1. Establish a marketing program can be time consuming and costly.
a. By working with one person, instead of a whole team or
company, the path from idea to conception is going to be more
streamlined and efficient.
b. Allowing us to test quicker, which will therein allow us to get
answers faster
c. You will also get my full attention, as I do not have other
marketing clients.
ii. Personal Value Differential
1. A believer in this project

11. 10
a. You are getting someone who will never tell you it’s out of his
job description and will set no limits to the work that needs
done.
b. I enjoy the process of brainstorming and take a lot of pride in
bringing things ideas to life. Because of this I would be
available to brainstorm any ideas the partners may have.
2. Someone with extensive background in the industry
a. I have intimate knowledge of how your business works from my
time as a store manager and purchasing agent.
b. I know who your clients are, and I know what their needs are.
c. As someone who has done work in the field, I know what sort
of jobs your technicians are doing, and their day to day needs
d. I also know what everything you want to market does and its
role in your business.
3. A traditional marketing firm will have no knowledge of any of this
XI. Figures
Figure 1-Highlighted by the red box is an example of where the Paid Search Text Ads appear in a Google Search

12. 11
Figure 3-An example of remarketing from Hootsuite while watching YouTube videos
Figure 3-An example of remarketing from Hootsuite while watching YouTube videos
Figure 2-An example of a Remarketing Ad on a website