Using Partnerships in Media Mark Springer CR Dayspring

Using Partnerships in Media Mark Springer, CR Dayspring Restoration Inc. Missoula, Montana USA

Missoula? Is that in Africa?

Missoula Facts • TRADE AREA POPULATION – Primary Trade Area (a) 98, 616 – – Secondary Trade Area (b) 90, 098 – Tertiary Trade Area (c) 164, 410 – • City of Missoula 60, 768 Total Trade Area (a, b, and c) 413, 892 INCOME Per Capita – – Montana $25, 775 – • Missoula County $26, 823 National $31, 459 Average Annual Wage – Missoula County $26, 182 – Montana $25, 997 – National $36, 159

Mass Media USED BY Dayspring • • Billboards Newspaper (print) Radio Television Periodicals Athletic Sponsorships Vehicles

Building a Campaign • Consistent: Budget and stay the course – 2 -4% of gross sales • Comprehensive: Don’t confuse your audience • Creative: Don’t be bland but don’t be gimmicky • Complete: Start with one media, do it well then add another.

Our Campaign • “ 911 For Your Home” • Branded with our logo • Used in All Practical Marketing pieces and Materials • We would expose all Potential customers in our market to our services in order to be the first call that They make. • We would use a flood in my house To Demonstrate our services

Examples Billboards -Location, Location. Left Hand Reads, Slow Traffic Patterns or Stop Lights.

Newspaper • Size Doesn’t matter • Re-enforce your brand Campaign. Keep it Simple

Athletic Sponsorships • Negotiate • Be Very Cautious • Start Small

Television Commercials • TV Has a High return in Name recognition but the highest cost. • Sets you well ahead of your competition and creates a successful impression of your company. • Consider a Buying Representative to avoid buying junk. • We have found local News programs to be the best buy. Stay away from Sitcoms • ID Tags or rotators can help to maintain market presence. • Make commercials Simple and Stay away from Technical Jargon. Testimonials have been very Effective for Us.

Where it all began If you are really bored you can watch these at: www. dayspringrestoration. com

The Next Logical step… • How could we “top” the flood campaign? Burning my house was the only option. • Meanwhile we were looking for ways to more strategically partner with fire departments • According to my wife, burning the house down wouldn’t be good.

The Fire Campaign • Believe it or not, burning your house is harder than you would think. • Started a dialog with the fire dept and then started a fire 18 months later. • We presented our concept to the fire dept. as a mutual benefit • Their win: training, PR and educational opportunity • Our win: “Educate the community about what they can expect if they experience a disaster”, having the fire dept. in our ads…priceless.

Logistical Complications • Attorneys for the fire dept. almost shot the deal down, I had to sign a significant waiver. • My insurance company almost shot the deal down, underwriters are very narrow minded. • The TV station almost shot the deal down, their workman’s comp underwriter is very narrow-minded. • The health-dept almost shot the deal down, asbestos abatement was required before we could start.

The Ads • We ended up with a two year campaign of over 12 advertisement – 10 ads that walk the viewer through the entire fire repair process – 2 ads that focus on fire prevention • Partnerships – NAIFA will be doing an ad with us this summer – Vendors paid for some of the ads – TV stations ran our ads for free because they deemed them to be “public awareness”.

Collateral Benefits • 6 days of radio coverage (5 minute interview with 3 radio stations) – We sent out tons of press releases prior to the event • 10: 00 news story on Television • Write-up in business insert in the newspaper • Fire dept has applied for a national fire prevention award • Tax deductible remodel

How Could this work for you? • We have found TV to be very effective if your message is focused and memorable • Use a marketing consultant for TV placement • While you may not be able to burn your house down you may be able to use a “staging area” at your warehouse or spec home • Again, having the fire dept in your ad…priceless. Makes you look like the “endorsed company” of the local FD.

Costs • Production – Hourly cost: negotiate up front – My average ad costs me about $350 • Placement – Again use a advertising firm if possible – Quality rather than quantity, we are heavy on the 10: 00 news, about $200 per spot • Repairs – Doesn’t really “cost” • Staff labor, about $800

Mass Media and Community Partnerships Tracking Results: • 2001 Introduce Billboards • 2002 Start Newspaper Campaign • 2003 Radio • 2004 TV • 2005 Athletic Sponsorships

All Working Together TV and Radio Communicate Message Website Builds Message Newspaper and Billboards Re-enforce Message Community Partnerships Add Credibility Press Releases And Home Shows Build Credibility