A & B Construction offers a full range of plumbing services in Lansing and surrounding areas. They aim to increase brand awareness and revenues by 5-10% while further establishing their reputation as knowledgeable and courteous. Their goals face challenges in reaching their target market through new media and competing on price. The company plans to use Google Adwords, billboards, newspapers and maintain their website to promote the brand at an estimated annual budget of $15,000. Success will be measured by increased sales revenue, exposure metrics from advertising channels, and reports from Google Adwords and Analytics.

1. A & B Construction Inc. Andrew Mateer NMDL Final Project

2. The Company Offers a Full Range of General Plumbing Services in Lansing & Its Surround Areas Provides Fast, Same-Day Service Fully Insured, Licensed and Bonded Flat Rates Satisfaction is Guaranteed Hold a Mechanical Contractors License Retired Plumbing Inspector

3. Goals & Challenges Goals Increase Brand Awareness Increase Revenues by 5% to 10% Further Image as the Knowledgeable & Courteous Plumbing Company Challenges Reaching Their Target Market Through the Use of New Media Types Overcoming Competitors Attempts to Advertise Lower Prices To Make the Initial Sale Then Tack On Hidden Fees.

4. Becoming More Findable A & B can Use a Multitude of Advertising Outlets to Make Its Name more Recognizable Using Traditional & New Media Channels; A & B Can Carve a Niche in Their Target Markets Minds

5. Google Adwords A & B an Promote Their Brand & get Their Company Noticed More This will also Provide them with a more Specific & Intimate Connection to Actual Potential Customers Inexpensive & Allows for Total Freedom to Create a Marketing Plan

6. Possible Google Adwords Plumbing Lansing Remodeling Sewer & Drain Cleaning Reduce Your Fuel Bill Boilers Radiators Heating Systems Water treatment Septic System Repair Outdoor Irrigation Systems Bathrooms Kitchens

7. Billboards Using Billboards Will Display A & B’s Name & Show Potential Customers What They are All About This Will Reach Thousands Of People Per Day Within the Market A & B Operates

8. Budget Google Adwords: Allows A & B to Create a Custom Advertising Plan Where They Only Pay When a Potential Customer Actually Clicks On Their Ad Billboards: Cost Roughly $1,200 Per Month Newspapers: Cost Around $100 Per Day Website: Around $800 for Upkeep of Current Site

9. Timelines Spring & Summer are the Busy Periods for A & B Due to the Necessary Repairs From Winter Damage & Warm Weather Remodeling

10. Metrics of Success The Best Way to Measure the Success of A & B’s New Marketing Plan is Overall Increase In Sales & Revenue Measuring the Increase In Exposure to the Public is Easy to Calculate Due to the Number of Individuals Who Read the Newspaper, Drive by the Billboards, Click On an Ad On Google, or Visit the Website. Google Adwords Reports & Google Analytics Also Provide Accurate Reports