A complete Integrated Marketing Communications Plan for

2. lavalampadvertising
MISSION:
Our dynamic team will work together to
constantly evolve, expand and reshape
our ideas to meet your specific business
and marketing goals.
TEAM:
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

3. “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

4. Table of Contents
1
3 BACKGROUND
12
22
RESEARCH
MARKETING
40
56
MEDIA
EXECUTIONS
58 BUDGET
SUMMARY

5. » BACKGROUND

6. Azrock Information
MISSION STATEMENT 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.
ENVIRONMENTAL It is Azrock’s goal to manufacture environmentally preferable products which
MISSION STATEMENT 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.
1

7. » RESEARCH

8. Problem/Challenge
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.
3

9. What is Eco-Friendly?
Eco-Friendly:
Intended or perceived to have no harmful effect on the natural environment and
its inhabitants.
4

10. Competitive Analysis
MANNINGTON Mannington has been manufacturing flooring for over 90 years. Mannington is
a category leader. It has brought innovations to the category that have proved
Salem, NJ
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 WORLD Armstrong is a global leader in designing and manufacturing flooring.
INDUSTRIES, INC Armstrong operates 40 plants in 10 countries. Armstrong Floor Products (the
name of its flooring brand) manufactures residential and commercial flooring.
Lancaster, PA
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 Upofloor has been a leading international flooring brand for over 50 years. Its
Finland 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.
AMTICO INTERNATIONAL 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-
London, England
tioned as a luxurious brand in the category. Amitco Stratica is a non-PVC,
chlorine-free, resilient tile flooring product, used for commercial projects.
5

11. Key Learnings
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.
6

12. Research Summary
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.
7

13. » MARKETING

14. 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.
9

15. 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
10

16. 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.
11

17. 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.
12

18. S.W.O.T. Analysis
STRENGTHS 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.”
natureneutral.com
13

19. WEAKNESSES 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.
OPPORTUNITIES 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-
armstrong.com ing Rating System is a third-party certification program and the Nationally
usgbc.org 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.
14

20. THREATS 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.
15

21. 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.
16

22. GOAST
GOALS 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.
OBJECTIVES 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.
17

23. AUDIENCES 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.
PRIMARY Those who will recommend the product:
Commercial Architects
Commercial Interior Designers
SECONDARY Those who will be involved in the purchase decision of the product:
Facility Managers
Project Managers
Specifying Engineers
Building Contractors
STRATEGIES 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.
18

24. TACTICS 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.
MEASUREMENTS 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.
19
Measure the amount of positive media coverage about the Emerge product.

25. 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.
20

26. » MEDIA

27. Campaign Strategy
SUMMARY 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.
REACH 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.
REACH TACTICS 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.
INTERACTION STRATEGY 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.
22

28. INTERACTION TACTICS 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.
23

29. Print
STRATEGY 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.
TACTICS 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.
24

30. Publication Profiles
INTERIORS + SOURCES 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 + Environmental Design + Construction, “the premier source for integrated high-
CONSTRUCTION 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 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.
25

31. Web
STRATEGY 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
TACTICS 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.
26

32. E-mail
STRATEGY 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.
TACTICS 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
27
be obtained at the trade show. The e-mails will then go out to approximately
86,401 people, at a cost of $30,000.

33. Public Relations
STRATEGY 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.
TACTICS 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.
28

34. Trade Show
STRATEGY 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.
TACTICS We developed a non-traditional guerilla advertising tactic that will catch
Guerilla Tactic 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.
29

35. TRADE SHOW BOOTH 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.
30

36. Lunch + Learn
STRATEGY 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).
TACTICS 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
31
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

37. 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
STRATEGY 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.
TACTICS 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.
32

38. Brochures + Puzzles
STRATEGY 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.
TACTICS 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).
33

39. Lunch + Learn
ATTENDANCE PROJECTION MAP
*There will be 10 Lunch & Learns,
held at multiple locations
*We estimate approximately 30
people at each Lunch & Learn
34

40. 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
35

41. 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
36

42. 37
PR Time Table
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43. 38
Media Flowchart
!! January February March April May June July August September October November December
Public Relations !! !! !! !! !! !! !! !! !! !! !! !!
Website !! !! !! !! !! !! !! !! !! !! !! !!
Print Publications !! !! !! !! !! !! !! !! !! !! !!
!
Trade Show !! !! !! !! !! !! !! !! !! !! !!
Media Flow Chart
!
Internal Promotions !! !! !! !! !! !! !! !! !! !! !!
!
E-mail Marketing !! !! !! !! !! !! !! !! !! !! !! !!
Lunch & Learns !! !! !! !! !! !! !! !! !! !! !! !!
!

44. » EXECUTIONS

45. Creative Brief
NO. 1 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
NO. 2 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.
40

46. NO. 3 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.
NO. 4 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.
NO. 5 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.
NO. 6 Client mandatories (Include client biases.)
Use the EcoWise logo provided by Marcus Thomas.
41

47. Print
FULL MAGAZINE AD

48. Print
SKYSCRAPER MAGAZINE AD
For further explanation refer to Media Plan, page 24.
43

49. 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.
44
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.

50. Web
EMERGE PAGE
45

51. Trade Show
BANNER NO. 1
For further explanation refer to Media Plan, page 29.
46

52. Trade Show
BANNER NO. 2
For further explanation refer to Media Plan, page 29.
47

53. Trade Show
SPIN WHEEL GAME
For further explanation refer to Media Plan, page 29.
48

54. Guerilla Advertising
AIRPORT FLOOR GRAPHIC
For further explanation refer to Media Plan, page 29.

55. E–mail
NO. 1

56. E–mail
NO. 2

57. Brochure
FLYER
For further explanation refer to Media Plan, page 33.
PUZZLED LOOK BRILLIANT
ABOUT AZROCK’S
NEW ECO-WISE
EMERGE? 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
AZROCK.COM 10-year warranty.
BE SMART EMERGE
Durability of vinyl, but even more
flexible and lightweight.
Tiles are proudly made with U.S.
Emerge is recyclable and contributes
materials.
to LEED credits in three ways.
Installation time is reduced by up to
First, Azrock’s Architectural Sample
70%.
Return Program repurposes unused
After installation, floor is ready for and outdated samples.
immediate use.
The Contractor Return Program
Tiles are Floor Score certified for reclaims clean installation flooring
indoor air-quality. waste, which is incorporated into
Maintenance is easy our new products.
“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.
52
LOOK BRILLIANT.
EMERGE.”

58. TRI-FOLD
53
For further explanation refer to Media Plan, page 33.
be EMERGE
Brochure
sma FOR MORE ANSWERS ABOUT EMERGE,
THE SMART, SUSTAINABLE ALTERNATIVE
TO VINYL, VISIT: AZROCK.COM
rt PUZZLED ABOUT AZROCK’S LOOK BRILLIANT EMERGE
“Smart is innovative and NEW ECO-WISE EMERGE?
dedicated to progress, but EMERGE HAS ANSWERED YOUR NEED FOR
A SMART ALTERNATIVE TO VINYL. INNOVATIVE
it is more. Smart embodies TECHNOLOGIES ENABLE AZROCK TO MOVE Emerge comes in twenty-four
brilliant colors. The unique and eye-
FORWARD INTO THE WORLD OF SUSTAINABLE catching colors include Gecko, Lava
thought and environmental Flow, Polar Ice, Aurora, Stingray
AND ECO-WISE FLOORING. EMERGE IS ENVI- and more! Our durable and stain-
RONMENTALLY RESPONSIBLE, LONG-LASTING resistant floor materials look smart,
Emerge is recyclable and contrib-
backed and guaranteed by our 10-
consciousness. Smart is the AND COST-EFFECTIVE. AZROCK.COM utes to LEED credits in three ways.
year warranty.
First, Azrock’s Architectural Sample
new generation of flooring. Return Program repurposes unused
and outdated samples.
BE SMART When installed with Azrock’s The Contractor Return Program
Emerge is the smart altern- SpraySmart adhesives, installation reclaims clean installation flooring
time is reduced by up to 70%. After waste, which is incorporated into
Innovative technology-based poly- the installation is complete, the floor our new products.
ative to vinyl flooring. mers and limestone are used in the is ready for immediate use. It is the
smart way to save time. Finally, our Pilot Post-Consumer
tile creation. The blend is unique to Recycling program recycles all re-
Azrock. Emerge has the durability of The eco-wise tile is Floor Score certi- silient flooring tiles, even previously
BE SMART. vinyl, but is even more flexible and fied for indoor air-quality. Emerge is installed tiles with adhesive. We
lightweight. safe for those who make it, install it make it easy and do all the work for
The 12x12 inch tiles are proudly and use it. you, because we are truly commit-
LOOK BRILLIANT. made with readily available U.S. Maintenance is easy. A simple dry- ted to the environment.
materials, thus, reducing shipping buff and polish in high-traffic areas For more answers about Emerge,
EMERGE.” costs and our carbon footprint on is all Emerge requires. For lower life the smart, sustainable alternative to
the environment. cycle costs, Emerge is the solution. vinyl, visit: azrockemerge.com

59. Promotional Piece
PICTURE PUZZLE
For further explanation refer to Media Plan, page 33.
54

60. » BUDGET

61. Detailed Budget
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62. » SUMMARY

63. Campaign Summary
STRATEGY 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.
POSITIONING 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.
MEASURING RESULTS 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.
58