1. Brand Recognition and How It Should Change

2. Dean Company Current Marketing Strategy Vs.
New Strategy
Outbound Marketing
 Beacon Leader Bee
 Yellow pages
 Website
Inbound Marketing
 Blogs
 Videos
 E-newsletters
 Search Engine
Optimization
 Social Media
Marketing

3. New Strategy- HubSpot • HubSpot is a marketing
tool that will allow the
Dean Company to have
complete control of not
only our website but all
of our marketing
strategies.
• HubSpot is a fully
integrated website
command station,
allowing you to make
edits to your site, review
detailed analytics,
create content, blog,
expand social media
reach, measure SEO
page rankings and
keywords, and most
importantly track and
convert sales leads

4. Company Background
 Been in Business 60+ years
 Last 20 years have been challenging
 Outbound Marketing
 Majority of business in Middle Pinellas
County- Seminole, Largo, Belleair,
Clearwater, and Dunedin
 Need more Business in Northern and
Southern Pinellas- St. Petersburg,
Pinellas Park, and Tarpon Springs

5. Chart of Percentage
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Seminole, Largo, Belleair,
Clearwater, Dunedin
Tarpon Springs, St. Petersburg,
Pinellas Park
Business Percentage in Pinellas County
Business Percentage in Pinellas County

6. Current Situation
 The implementation of Hub Spot is Key
to company survival
 Uses Inbound Marketing techniques
“Earn our way in, get found,
convert, and analyze
practices”

7. Success Factors
 Connecting the sales and marketing
team- Joint Entity
 Stake Holders-Bruce Allan, Kenneth
Allan- 100% Committed

8. Two Alternatives
Leave the current system how
it is
Add-on door-to-door
estimates and flyer handouts

9. Strategic Solution
Our only Strategic
Option is to implement
HubSpot as a central
command station in
controlling all of our
Inbound Marketing

10. Risks Vs. Benefits
 The price of the
investment could not
yield a proper return
 Not correctly
implementing and
learning the system
could deme it a
failure from the start
 Content Management System-
allows you to create and edit
content on your website; taking
away the costly time-consuming
process of paying a developer to
make edits to your pages
 SEO- helps plan a strategy to get
found through search engines and
referring links
 Social Media Analytics- allows for
execution, tracking, and
participating in successful social
media campaign’s
 Prospect and Lead Tracking- Tells
you where your interested visitors
went on your website and how
they interacted with your website

11. Final Recommendation
 Implement HubSpot
 Dean Company needs to be
recognized as a superior
company all over Pinellas County
 With HubSpot this will be
Achieved

12. References
 Androsko, J. (2011, November 18). Why We Use HubSpot
Inbound Marketing Software to Drive Sales. Retrieved from
http://www.business2community.com/tech-gadgets/why-we-use-
hubspot-inbound-marketing-software-to-drive-sales-
093350#!GUDcB
 Inbound marketing. (2012). In Wikipedia, the free encyclopedia.
Retrieved May 1, 2014, from
http://en.wikipedia.org/wiki/Inbound_marketing
 Pearson Education Business Communication. (n.d.). Retrieved
April 29, 2014, from
http://media.pearsoncmg.com/pls/products/coco/business_commu
nication_ap/1256915068/presentations/bu_bc_10_02_03.html
 Plan Comparison | HubSpot. (2013). Retrieved from
http://www.hubspot.com/pricing-comparison
 UnBounceRetrieved from http://unbounce.com/photos/hubspot-
spokes11.png