Postgreen Homes Strategic Plan

Po s t g re e n H o m e s

August 20, 2013

A ROA D M A P FO R ACCO M PLI S H I N G P O S TG RE E N H O M E S

2 013 -2 014 B R A N D I N G G OA L S

StrategicPlan.

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The contents of this document are

considered confidential and are the

property of Postgreen Homes.

1

Index.O ver view

Ba ck gro un d

Current Challenge s

G oals an d Strateg y

D eliverable s

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06

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Postgreen Homes (PGH) is looking to grow recognition

for their brand as a renowned eco-conscious home

development company at local and national levels.

PGH seeks to increase sales as well as overall

awareness of the PGH product, while creating a process

that is turn-key for internal marketing personnel.

Postgreen Homes has engaged At Media to create a

Plan of Action to re-energize their brand and attract

new customers, as well as impact sub-brand sales. To

that end, At Media has developed a strategic plan for

the branding and marketing of the PGH parent brand,

and each sub-brand that PGH develops. Additionally,

At Media will design and oversee a rehaul of the PGH

website and sub-sites that will engage and excite

consumers. The following document outlines the

project goals, discovery process, reviews all collected

data and insights, and provides recommendations that

will guide a phased approach for action.

Overview

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A n to i n e t te M a r i e J o h n s o n , C EO

Ty l e r R . We s t n e d g e , C re ati ve D i re c to r

E l i s e C o nw ay, S e n i o r A c c o u nt E xe c uti ve

C h r i s R i c h a r d s , A c c o u nt E xe c uti ve

R i s a Z e l l e r, B ra n d M a n a g e r

I a n T. B e r g , L e a d G ra p h i c D e si g n e r

D y l a n G a r n e r, G ra p h i c D e si g n e r

Pa t r i c k L u c y, Pa r t n e r

B r i a n M e l t o ny, Pa r t n e r

At Media is the branding firm hired to complete the plan

and strategy to refresh Postgreen Homes’ current brand,

web presence, and marketing approach.

The boutique firm has been engaged in an effort to

increase recognition of the PGH brand, as well as drive

sales to the new Folsom Powerhouse sub-brand and

remaining, available properties. The team members

on this project are responsible for strategy and

implementation.

The website development partner for this project

is Nimblelight. They are also responsible for the

current PGH website. They will be assisting with the

development of PGH’s approved web design for both

the parent and sub-brand sites.

The team outlined in this section has worked collectively

to gather the data presented in this document, and have

used it to develop their recommendations to implement

effective branding and marketing strategies moving

forward.

At Media will be providing Nimblelight with the strategy and designs approved by PGH, and will work with Nimblelight

to help produce and launch valuable web components to the PGH brand. Nimblelight will be focused on customizing the

Wordpress templates, building mobile versions of the sites and providing PGH with updates to the overall site structure.

Nimblelight will also be responsible for implementing the SEO strategy.

External Team

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S t a ke h o l d e r B r a n d D i s c ove r y

C u s t o m e r B r a n d Pe r c e p t i o n S u r vey

Pa r t n e r B r a n d S u r vey

A l l o f t h e 4 s t a ke h o l d e r s

14 P G H c u s to m e r s

2 5 P G H p a r t n e r s ra n g i n g f r o m d e ve l o p e r s

to h i g h l y i nte re s te d p re s s i n f l u e n c e r s

The data and feedback presented in this document was

collected by At Media in an effort to fully discover the

challenges and opportunities for the PGH brand. Online

surveys with strategic brand perception questions were

conducted between June and July of 2013 with the

following participants:

Pr o j e c t s - All development projects created by

Postgreen Homes

S u b - b r a n d s - Separate, complimentary brands

developed by the parent brand PGH

B r a n d Pe r c e p t i o n - The sum of all experiences

related to the product, service and companies that

deliver the brand’s promise

I d e n t it i e s - The term, names, design and symbols

or any other feature that identifies PGH from others

Pr o d u c t s - A good or service made available to

Postgreen. Important to address future goals.

Data Collection

Glossary

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Brand Story

Purpose PGH Serves

Postgreen Homes was created to fill a gap in the

Philadelphia and National housing market. At the time,

there was a lack of high design, high quality, and high

efficiency homes at an attainable price point available.

Chad Ludeman, founder and creator of PGH, is the

source of passion behind this brand, and has grown

the company with dedicated focus on a triple bottom

line approach: people, planet, and profit. Driven by

factors beyond earning potential, Chad has built PGH

into a brand that is dedicated to a growing customer

base; attracting savvy, urban, eco-conscious people,

while earning local and national recognition along

the way. He welcomes new homebuyers by saying

“Welcome to the Postgreen family.” It’s more than a

business for him, PGH is a lifestyle. It’s a community

that has the power to impact the city beyond the limits

of traditional real estate companies.

PGH is re-defining the eco-conscious housing market

by creating homes and communities that are not only

socially and environmentally conscious, but accessible

to a wider range of customers. By designing

homes that are visually appealing, functional, and

customizable, they are able to broaden the market for

eco-friendly homes. At its core, the attractability of a

PGH home is the impact it can have on the lifestyle

of the buyers while simultaneously adding one more

responsible home to their surrounding community

and beyond.

Background

When we purchased our home, Courtney

and Chad lived up the street and became

our friends as well as our neighbors.

Where other companies have a business,

Postgreen has an ethos.

It’s a very human enterprise, full of

respect for the buyer, the home and

the craft of bringing them together.

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““

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- Customer

- Customer

- Customer

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Current Target Market

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• Ages: 27-39 years old

• 9-5pm professional, income starting at least $65,000.00/yr.

• Works and/or lives in Philadelphia, the

Philadelphia Suburbs, South NJ,

Central NJ, NY area

• Likely DINKs or young families

• Active online, and in social media net

works

• A genuine interest in making Philadelphia a better place

• Attempts to be eco-conscious and

environmentally responsible

• Lives with purpose

• Seeks alternatives from the typical

American lifestyle

• Appreciates high-quality design

• Likely uses public transportation and/or

bikes regularly

Top Reasons CustomersChoose PGH:

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CurrentChallenges

• Brand Clarity with Development Partners

• Defining the Target Audience,

Clearly Describing Postgreen Home’s position

• Brand Recognition

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Goals and Strategy

Increase Sub-Brand Awareness and Sales

Improve PGH Brand Message and Identity

Improve Online User Experience and Search Engine Results

Develop an Ongoing Marketing Strategy

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This document will provide Postgreen Homes with a clear set of findings

that drove At Media’s recommendations and Plan of Action. The following

are target goals that At Media and Postgreen Homes have identified as

critical to revitalizing the Postgreen Homes brand.

Goals and Strategy Outline

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4Improve the PostgreenHomes Brand Message and Value

Develop OngoingMarketing Strategies


• Define brand vision and differentiators

• Renew the brand position and messaging

• Develop and initiate marketing plan

• Develop PR media list and campaign

• Develop social media campaign, content, and outreach

• Monitor and report progress

• Design and develop new PGH website

• Increase search engine rankings and results

• Develop content marketing strategy to aidcontinued brand awareness and SEO efforts

1 Increase Sub-Brand Awareness and Sales

• Unify sub-brands with the PGH brand experience

• Develop new sub-branding process

• Develop on-site “brand experience”

• Create web and marketing sub-branding process

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• Unify Sub-Brands with the PGH Brand Experience

• Develop New Sub-Branding Process

• Develop On-Site “Brand Experience”

• Create Web and Marketing Sub-Branding Process

Increase Sub-Brand Awareness and Sales 1

Increase Sub-Brand Awareness and Sales

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Unify Sub-Brands with thePGH Brand Experience


Make each project a clearly identifiable PGH product• With copy-cat modern developers now and in the future,

it is apparent that PGH should help audiences clearly

identify PGH projects in a sea of lesser comparables

• Make the differentiators of a PGH sub-brand clearly

unique and identifiable

• Bring to life the unique elements of each sub-brand

i.e. Folsom’s community greening aspects vs. the Skinny

Project’s exterior facade tattoo screen print

• Unify all sub-brands as PGH projects in the same fashion

on as many mediums as possible. (i.e. each sub-brand has

its own color and that color is represented on all of the sub-

brand’s materials)

Going Forward• Highlight new and groundbreaking elements of the sub-

brand that are different and unique

• Develop URL specific to each sub-brand’s name,

implement template for all sub-brand sites so they have the

same foundation with different images and elements

• PGH must be visible within the sub-brand. Customers

should associate the sub-brand as a part of PGH.

Ex: Create a “seal of approval” for all PGH

sub-brands that link the concept from online

(websites) to in-person (stamped on sidewalk)

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Develop New Sub-BrandBranding Process

Naming of sub-brands• Normalize the process of naming a sub-brand so

that all PGH sub-brands, particularly development

projects, are clearly identifiable as PGH

• Help audience members clearly identify the

location of the project to immediately generate

interest in the community aspect of the project

• Consider adding the unique architectural detail,

product or materials used as part of the name

Brand elements• The unique elements of the brand should high-

light materials used, as well as different architectural

aspects of the sub-brand

• All branded elements should use the same font

type as the PGH brand, and/or secondary fonts

• The identity of the sub-brand should be compli-

mentary to the PGH brand colors, and consistent on

all materials including the PGH parent website, etc.

Promotional/marketing materials• Create a normalized process to easily update

and produce promotional materials with sub-brand

identities

Develop this sub-branding process as a guideline• Create a document to guide any PGH person as they

brand any new sub-brand

• Introduce this guideline to new Partners so that they

are clear on the naming and branding process of the

project they are supporting

• Include messaging, photography and other branding

items in the guideline to streamline all marketing sub-

branded efforts

Customers say that location is the most important factor to

buying a home.

out of 1410

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Example: Target Sub-Branding


Target does a great job at creating, designing and

marketing their own sub-brands, while still maintaining

the uniqueness of the products. Shown below are three

separate sub-brands created for different divisions within

Target.

Up & Up is Target’s sub-brand for all health and beauty care

products

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Simply Balanced is a Target sub-brand of

wholesome food products made with simple

and recognizable ingredients that follow the

USDA oranganic guidelines

Market Pantry is the overaching sub-brand of all

food and beverage products for Target


Examples of Parent andSub-brand Identities

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Develop On-Site“Brand-Experience”

Develop on-site signage templates • Post signage around new developments, identifying them as

PGH properties, as well as promoting their specific sub-brand

identity

Develop the on-site environmental “brand experience”Examples of on-site brand experience

• Before and during development of the project,

include sub-brand identity in signage so that people

will start to clearly recognize the PGH project

- Make use of the high-quality renderings, by

posting life size signage

- Include project specifics

- Introduce ways for audience members to

interact (ie hashtag, qr code)

• Branded imprint/stamp on the sidewalk

• Number plate to indicate the sequence

of the property

• Unique container to hold flyers on-site

• Branded flyers that are a FAQ sheet of

all of the sub-brand information

• Sub-brand launch event

• Upon purchasing a home, give out a packet of sub-

brand promotional materials and swag to owner

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66%

of PGH customers say that the parent brand’s reputation is a

motivating factor for purchasing a home in a new development

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Web PresenceCurrently, sub-brand pages are buried in the blog,

external media results and partner developer sites

(reNewbold for example). Searching for sub-brand

names does not bring up definitive results that

PGH currently owns.

• Creating sub-brand micro-sites and populating

them not only with image content, but descriptive

pieces of the homes, will aid SEO and online PGH

association

• Update the sub-brand sites with any featured

news coverage, so that content is fresh and

crawled by search engines

• Display the sub-brands on the PGH website

uniformly (more on PGH main site strategy)

Imagery and Photography• Images used can be renderings, floor plans, and

architectural drawings but also, detailed product

images from sourced materials and details from the

properties

• Hire freelance photographer to provide 30

images and retouch for each sub-brand - $150

budget

Social Media• Each sub-brand will be promoted by the PGH

main brand, not separate accounts. This makes it

easy for one person to manage all social media

from a central location


Social Media Cont. 1. Each sub-brand should be promoted

using a dedicated #hashtag

- #folsompowerhouse

- #reNewbold

2. Include the sub-brand’s hashtag on all

mediums featuring the project,

such as brochures, posters, flyers, etc.

3. Develop a photo album for

each sub-brand on Facebook with #hashtag

4. Dedicate content to one post per week

specifically for a sub-brand that PGH is

seeking press or pre-sales

Public Relations• Continue building/developing the current media

list, culling down list to publications that are specific

to each sub-brand

• Develop schedule of significant events

surrounding the development and launch

1. Ground Breaking

2. Ribbon Cutting/Launch

• Host these events more regularly to increase

brand awareness

• Pitch media contacts based on schedule and

relevancy, include television contacts for live events

Sub-Brand Launch• In-Person Event

1. Develop unique event around the

launch, with the goal of increasing

pre-sales but mainly raising awareness

about PGH. Surround the theme around

a unique element of the sub-brand:

Create Web and MarketingSub-Branding Process

“Ex. Block party launch for Folsom Powerhouse includes a live demonstration from the featured artist, and organized games in the park nearby. Live social posts from #folsompowerhouse during the event, and in all materials.

21- Partner

“ “ For a while there PGH dominated

on social media and in the local

press. It would be good to see them

get back into the swing of things in

regards to promo and developing

their mystique.

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• Define Brand Vision and Differentiators

• Renew the Brand Position and Messaging

Improve the Postgreen Homes Brand 2

Improve the Postgreen Homes Brand Message and Value

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2

Define Brand Vision andDifferentiators

Improve the Postgreen Homes Brand

Going forward, it is important that PGH has

a defined brand vision. This will assist in the

development of the long term strategic position

that the brand will take in the market as well as

in the consumer mind-space. Additionally, all

stakeholders and partners should agree upon

the vision and have a role in accomplishing it

together.

Brand VisionTo become the preeminent developer of modern,

eco-conscious urban homes that are accessible

and customizable for buyers looking to live

healthy lives. First in the Philadelphia region,

then beyond.

Define the Postgreen Difference and ValuesClearly illustrating the PGH values and

dif ferentiators (both visually and verbally) will

show your potential customers what solutions you

are providing, what your benefits are, and why to

choose PGH over the competitors

• Sustainable and Attainable• Customized and Personal • Uncompromising dedication to Quality and Innovation• Triple Bottom Line: “People, planet, profit”• Modern yet Warm

Define Brand Vision and Differentiators

Adopt the PGH VoiceIt is clear that a major influencer in the PGH

brand and the most positive customer reviews

sur face around Chad’s personality. As PGH

grows, adding more products, services and

locations to their reach, the voice of the brand

should be consistent and apparent. PGH should

adopt the personality and voice of the best-

version of Chad moving forward in all PGH

materials. This should be present in all brand

guidelines to guide use of the voice.

Brand PositioningDeveloping a brand position is necessary

to take PGH to the next level. Currently,

the position is not clearly presented, and

the values that drive PGH are not visible in

the communication materials. Defining the

following will help potential customers identify

with PGH as well as understand the reasons to

respond to the call of action.

A clear Slogan/Tagline/MottoThis will give customers an intriguing glimpse

as to why to choose PGH

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2

We feel like we bought into a large family of owners.

- Customer

““

Positioning StatementShort and concise, no more than two sentences

that defines who you are, who your target market

is, and why to choose Postgreen Homes

Mission Statement The PGH mission statement should be strong

and define the PGH standards and values, as well

as your dif ferentiators. The Postgreen Homes

Difference should be more than a blog series,

it should be an integral part of all messaging

and be clearly defined on the about page of the

website.

Customer TestimonialsPGH has the luxury of an inviting customer base,

and should make use of it more often. They are

brand ambassadors, and are excited to be apart

of the Postgreen Homes’ Family. Making use of

not only their quotes, but photos of them and

their homes will humanize the PGH brand, as well

making the properties seem warmer and more

vibrant.


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2

Highly influenced by the brand or perception of the company

Enjoy the personal approach Chad brings • The most commonly used terms to describe PGH; sincere, genuine, family oriented, friendly, modern

Here is what your customersthink about the PGH brand

Chad provides great customer service.

He’s a very friendly, genuine guy, and

he builds a great house.

They are more about the home and the

customer’s satisfaction than making a

dollar.

- Customer

- Customer

““

““They searched and found you - Online!

• 5 out of 14 PGH customers found Postgreen online, the most commonly sited lead generation tool

Refered to PGH by a friend

of PGH buyers learned aboutthe brand from a friend

29%


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of customers surveyed said that the way they felt they were being treated

was most important to them

64%

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2

Despite the overwhelmingly positive response received from current customers, the brand position and messaging need to be further developed to increase audience participation

• Currently, the way PGH has positioned itself and

its sub-brands is exclusionary. Instead of defining

the dif ferences of PGH in a positive, open tone,

the verbiage tends to shut out, rather than invite

prospective owners.

Exclusionary examples from Website

• The use of negative descriptors (using the

word ‘not’) immediately creates a sense of

exclusion

• “We believe” seems pretentious and

forceful. Let the consumers picture

what they want and what they believe

by describing the buyer profile.

• Help the consumer see the

meaning in the homes, and that

it ’s for them, not for you the

builder. Don’t be hopeful, be so

confident that there is relief in the

consumer’s mind - Oh, they get

me! I am not alone!

Renew the Brand Positionand Messaging

“These are not your average American homes. Their focus is not on more bedrooms, bathrooms or more square feet. They do not try to mimic the past. They do not aim for mass appeal. They are homes for people who want something different, something more responsible, something better.”

“At Postgreen we are trying to build homes for those people who are no longer interested in the race for more stuff and a bigger place to store it. We are trying to build homes for the many, many lifestyles that don’t mesh with the majority of homes being built. We believe that every home should be energy efficient, healthy and well designed. We believe that size isn’t everything. We believe that quality can be affordable.”

“While we might not be designing the home for everyone, we know there are a lot of people out there who see things our way. Hopefully, you are one of them.”

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Postgreen homes can be for everyone.Inspire and entice consumers with yourvalues and differentiators.


29- Customer

There’s a lovely irony in that while

the Postgreen experience may

begin with an interactive form on a

website, once the ball is rolling you

never once feel like you’re dealing

with a machine.

- Customer

“ “

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• Design and Develop New PGH Website

• Increase Search Engine Ranking and Results

• Develop Content Marketing Strategy to Aid Continued Brand Awareness and SEO efforts

Improve Online User Experience and Search Engine Results 3

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Design and Develop New PGH Website

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Design and develop new PGH website• Consolidate the two websites into one site.

This can be easily taken care of by redirecting

postgreen.com to postgreenhomes.com

• postgreenhomes.com

• postgreen.com

The website currently is managed by three separate CMS tools • Custom CMS

• WordPress CMS (Blog)

• Customization CMS

In order to unify the Postgreen Homes brand across the web, a switch to all WordPress is recommended • Pages can be added, edited and curated in

WordPress CMS and easily updated with content

throughout the site

• Sub-brand pages can be separate WordPress

sites

• All sites will be grouped together in one central

WordPress login

• Sub-admin access to certain sites or pages

can be granted

Improve Sitemap to create a betteruser experience and flow• Site map (Fig 1)

• Main navigation (Fig 2)

• Sub-navigation (Fig 3)


Web Voice and Tone• Friendly, honest, transparent, quirky, fun

• Opportunity to streamline and clarify copy while

still maintaining the current voice and tone

Current Copy Example

“People have been kind enough to say a lot of nice things about us. We try to keep a list of the best of them.”

Examples of Streamlined Content - Here’s what people are saying about PGH

- Find out what’s being said about PGH

- An actual quote, with a “learn more” link

to more testimonials/press

- Press/Media

Include larger and higher quality photography of finished sub-brands• Create a sustainable way to produce high quality

photos for the sub-brands

AirBnB model Pay freelancer $100 to shoot a house and

retouch

- Capture photos before, during, and after

people have moved into the houses, and

add them to the sub-brand sites

- Show examples of individual rooms

(such as the kitchen, bedrooms) that will

work in multiple projects

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Site Mapfig.1


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Clear and concise PGH message

• Main purpose is to show what PGH is, and why their homes are right for you (What and Why)

• Integrate content throughout the site to entice users to learn more about the PGH brand - Projects - Featured Listings - About (Positioning) - Featured Press - News Articles - High Quality Imagery - Testimonial Quotes

A clear explanation of PGH’s values and background

• The Postgreen Difference - Mission

• Our Story - Team, photos and background

• Testimonials - Highlight the “Postgreen Family” aspect, with photographs of homeowners, as well as their homes

Display current, past, and future projects

• Projects pages should be visually exciting

• Include project overview and specifications

• Links to available listings and customization if applicable

• Featured Press to show exciting developments

Keep your audience up-to-date (as “Blog”)

• Determine topics and make them easily accessible and sortable to users (Design, PGH news, Press, Industry News, Sustainability, etc)

• The content schedule can be organized and defined by topics

• Make PGH the go-to source for green living and development tips and news

• Increase sharability on articles

Main Navigation Contentfig.2

Home ProjectsAbout News

3 Improve Online User Experience and Search Engine Results

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This section is integrated throughout the site. Its main purpose is to show available “properties” (not projects) for sale and for lease. It is the avenue the users go to when seriously considering purchasing or renting a property.

• Geared towards the specific sale or lease of property and not the project

• Ability for user to search by neighborhood, price point, sale or lease, residential or commercial

• Shows how easy the PGH process is to buy/rent

• Properties can be customized when applicable

Sub Navigation Contentfig.3

Listings FAQs PartnersPress

Partners

Displays all press mentions of PGH. Moving forward these mentions could also be posted on the News page.

Shows FAQs Lists PGH’s past and current partners

• Normalizing where and how the partners are shown on the PGH and sub-brand sites will help streamline the message


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Increase Search Engine Ranking and Results

3 Improve Online User Experience and Search Engine Results

Build search engine friendly website

• Identify keywords and search phrases for better

search engine results - the PGH blog should be a

primary driver of traf fic to the website

• Traffic Opportunities: The following are sample

searches that have lead people to discover PHG

in the past, based on analytics. They represent an

opportunity to continue building content that caters

to searches in the future.

“Affordable modern homes”

“Affordable green homes”

“Affordable eco modern homes”

“Modern townhouses”

“Cheap modern house”

General Home-buyer Searches

House Feature Searches Focus on unique features of each project

and specific material-related keywords

Philadelphia Related SearchesTake advantage of local real estate market

searches to stand out as a unique developer

“Super insulated houses”

“Expanded cork siding”

“Double studded walls”

“5.1 surround sound wiring”

“Rectangular planters”

“Stickwood applied to walls”

“Insulated Walls”

“Modern Philadelphia Townhouses”

“Green Homes Philadelphia”

“Sustainable Modern Homes Philadelphia”

“Philadelphia Green Homes”

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of customers would prefer to hear

about updates on PGH

through email or social media

93%

Formulate a content schedule for better search engine results• Create a schedule of upcoming announcements

and articles to release in a timely fashion. Designate

one individual to curate the web content to ensure

freshness, relevance, and customer value.

- The blog curator should be knowledgeable

in all things Postgreen, and should

ultimately drive the content based on

detailed knowledge of PGH materials,

construction processes, and home features

- They should identify popular blog topics

from analytics and SEO goals to provide

content opportunities

• Maintain a list of recommended blog topics,

based on Google’s keyword research tool. These

topics incorporate keywords that show high

monthly search rates both locally and globally. They

should be creative titles and topics that integrate

valuable keywords and reflect some of Postgreen’s

personality

“Insulating Basement Walls the Postgreen Way”

“Green Roofing Materials: What You’ll Want Up Top”

“What You Should Know about Triple Pane Windows”

“Getting High with a Roof Deck Over the City”

“Extreme Air Sealing: Goodbye, Leaks”

“Home Automation for Dummies”

“The Cherry on Top: Whole House Audio”

“ What’s the Deal with Air to Air Heat Pumps?”

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Create a quarterly newsletter to inform all PGH customers of new sub-brands, events, and blog posts. Newsletter will maintain the look and feel of the PGH brand, and further build the relationship with the customer/consumer.

• Create a community of PGH customers by keeping

people connected after purchasing/renting their

home

• Customize newsletters based on audience,

whether it is current customer or potential customer

Create an announcement email template to announce news in-between quarterly newsletters

Develop Content Marketing Strategy to Aid Continued Brand Awareness and SEO Efforts


LOCAL SEARCHES/MO.KEYWORD SEARCHES/MO. PGH CAPTURED VISITS/MO.

201,000

6,600

165,000

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Develop Ongoing Marketing Strategies

• Develop and Initiate Marketing Plan

• Develop PR Media List and Campaign

• Develop Social Media Campaign, Content, and Outreach

• Monitor and Report Progress

Develop Ongoing Marketing Strategies 4

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Develop and Initiate Marketing Plan

Marketing goals

• Increase awareness of PGH brand

• Increase sales

• Expand reach to new audiences

Develop an ongoing marketing plan

Identify key roles to continue turn-key execution

• Assign team members specific roles and tasks

• Develop checklist of duties


PGH can increase visibility to new target audiences,

generate new leads, and build overall brand awareness

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Develop PR MediaList and Campaign

Position Chad as the expert on environmentally conscious development

• Chad should be the go-to source for any reporter writing on this topic

• Create a media kit on Chad’s behalf

Continue building and developing thecurrent media list

• Monitor and adjust as needed

• Build relationships with writers/journalists

Develop a pitch timeline that takes intoaccount the following criteria

• Publications’ topic schedule

• Any national topics relevant to PGH

• Scheduled events within PGH

- Major sub-brand announcements or updates

- Product development announcements

Develop press pitches based on the above information

Be aware of any current trends, topics, or breaking news in any of the following areas that PGH can be the authority on, and pitch appropriately

• Real Estate

• Development

• Green Development

• Eco-Conscious Lifestyle

• Eco-Concious Building


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Social Media

4 Develop Ongoing Marketing Strategies

Social Media Content• Internal links

• Postgreen site (News, Events)

• Sub-brand sites (Folsom Powerhouse)

• Blog Posts

- Content derived from blog can be

translated into multiple Facebook

and Twitter posts

• External links

• Press on Postgreen Homes

- Use google alerts to be notified of

new stories on Postgreen

- Post timely information and share

stories quickly after they are

published

• Relevant articles and media,

with topics including

- Green building

- Sustainable living

- Energy efficiency

- Local news (highlighting

neighborhoods where Postgreen

homes are located)

- Community development in

Philadelphia

- Sources of inspiration (home

design, architecture, green

initiatives)

• Content shared across social media platforms

• Share Instagram and Vine posts on both

Twitter and Facebook

Social Media Campaigns• Social media campaigns are effective for

increasing brand recognition, reach, and lead

generation

• Types of campaigns include: photo contest,

video contests, caption contests, ‘fan favorite’

competitions

Ex: A photo contest in which people submit photos

of a ‘problem’ in their house or something they

would like to work better/more ef ficiently

(ie, a leaky roof )

• List all influencers in markets for targeted growth

• They have the ability to reach a wide audience

by integrating multiple social media platforms

(Facebook, Twitter, Instagram)

- On Facebook, a specific app would be

created for the campaign

- On Twitter and Instagram, a specific

hashtag would be designated for

the campaign

Postgreen Homes aims to become the go-to developer

for consumers interested in buying or leasing efficient,

sustainable, modern homes. To reach this goal, PGH

will need to communicate its superior knowledge and

expertise on green living. Social media platforms

provide a great opportunity to showcase PGH’s

expertise while keeping users engaged and up-to-date.

In driving Postgreen to become the go-to green

builder, you can first reel people in by becoming a

relevant and useful resource for green living tips and

recommendations.

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We struggle between maintaining both

personal social media accounts (with

larger followings usually) and company

ones at the same time with good quality

for both. Facebook campaigns, events,

mail and email marketing suffer the most

of all we do currently.

“ “- Stakeholder

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20%

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les

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Based on your experience, how is Postgreen Homes currently

reaching target market?

30% says Social Media

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Develop Social Media Campaign


Facebook Advertising• Facebook advertisements enable you to reach a

targeted audience, drive traffic to the website and

expand your Facebook reach

• Advertisements can either link to your website or earn

a ‘like’ for your Facebook page. There are advantages to

each, and both types can be run simultaneously

• Linking to website brings interested Facebook

users to the PGH site directly

• Gaining ‘likes’ means users will be brought to

the PGH Facebook page, and will be subscribed

to PGH Facebook updates and receive posts

from PGH on their home feed.

• Develop a targeted ad campaign

• Identify audience based upon

location, age, interests, family status

• Develop ad copy specific to each

target audience and target division

Previous Campaign Parameters

• Specific interests

- Sustainable, Low-emissions house, Green living, Sustainable Architecture, Lease, Rentals

• Demographics

- College educated, 26 and older, within 25 miles of Philadelphia

• Ad copy summed up Postgreen

Homes’ brand message

- “Modern, ef ficient, environmentally- sound living in Philly. Customize your space today.”

Campaigns like this can be easily duplicated and run on a monthly basis with a small dedicated budget

Example FacebookAdvertising Campaign Given the success of previous

Facebook campaigns, we recommend

continuing to implement the strategies

already in place

Budget: $60

New Likes: 92

Reach: 9,700

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Ad Campaign ResultsFa

cebo

ok F

ans

1640

1520

1500

1560

1600

1580

1540

1620

1 2 3 4 5

Days

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Develop Social Media Content and Outreach


Twitter

• Refresh profile to reflect new brand strategy

• Post/Interact daily, along Content Strategy

Interaction

• Retweets, replies

• Mention users and use hashtags whenever

applicable

• Reaching out to influencers and noteworthy

users

• Host or participate in relevant Tweetchats

- Conversations on Twitter

organized by a common interest

(ex: #sustainability)

Growth Campaign

• Develop regular list of influencers on Twitter

to follow and engage

• Current growth campaign resulted in over

500 new followers 1460

1620

1540

1380

1700

1780

Week 1Week 2

Week 3Week 4

Week 5Week 6

Follo

wer

s

Twitter Growth Results

Time

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Instagram


• Concise bio with a link to postgreenhomes.com

• Showcase dif ferent aspects of the Postgreen brand and give dif ferent perspectives

• Increase focus of photos

• Materials used in homes

• Green products/companies - specifically

home related

• Inspirational home/building design

• Postgreen home exteriors

• Postgreen home interiors

• Postgreen construction/work in progress

• Postgreen architectural drawings/mock-ups

• Relevant Philadelphia neighborhoods

• Postgreen Home buyers (We welcome John

to the #PGH family) featured monthly or more

• Update at least weekly

• Share posts across Facebook and Twitter

• Encourage user submissions on all platforms to

feature regularly (ex: HipCityVeg’s Instagram)

Interaction

• Hashtag whenever applicable

• Tag other users whenever applicable, both

companies and indivuduals

• Post photos with captions that pose questions

and elicit a repsonse

Vine

• Opportunity to tell a story and give a unique perspective

• Videos should be very specific

• Green living tips theme

• Playful, instructional videos

• See Lowe’s Vine (@Lowes)

• Ensure quality posts (ex. Lowes)

Interaction

• Hashtags whenever applicable

• Add videos to relevant channels

• Gives user the ability to find videos when

searching by category

• Revine influencers and notable Vines

• Follow relevant influencers and engage /interact

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LinkedIn

All Primary Networks

• Update profile with new identity and messaging, include

images such as icons. Current profile is outdated

• Post weekly

• Expand network

• Encourage team to create profiles and list

PGH as their workplace

• Have employees follow the company’s

page and promote it within their own

networks

Interaction• Have Chad increase connections by importing Gmail

contacts

• Have Chad and others join relevant groups (related to

LEED, sustainability), pointing back to PGH

• Have Chad begin/join discussions and comment on

existing discussions, linking to PGH where applicable

• Include Facebook, Twitter and LinkedIn on all

stakeholders email signatures

• Include all primary accounts on links throughout PGH

parent website and sub-sites

• Tastefully promote the networks on promotional

materials

• Encourage live tweeting @ PGH events, specifically

development project hashtag use

Houzz

“Houzz is the leading online platform for home remodelling and design, providing people with everything they need to improve their homes from start to finish - online or from a mobile device”

• “Houzz is the easiest way for people to get the design inspiration, project advice, product information and professional reviews they need to help turn ideas into reality”

• Allows Postgreen to display images of their work for users to browse, save, and share

• A database of local home-related companies with reviews by users - Architects, developers, builders are all listed on the site

• Goal of connecting users with vendors/companies that they are interested in working with

Benefits

• Create a profile as “a home improvement professional

or vendor”

• Include a description, contact

information, photos of work (projects)

that can be divided into albums

• Create “idea books” - similar to a mood

board or Pinterest board

• Users can comment on photos, ask

questions, and participate in discussions

with Postgreen

• Post regularly or at least for new projects

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GOOD.IS Architizer

Good.is is a “gathering place and a growing toolkit for pragmatic idealists to creatively and collaboratively engage with each other, our communities, and our world.” This could be a great site for Chad to join as an individual to spread the “Postgreen” values. It is blog content that is either something you “do” or something you “learn,” all with the goal of making our world a better place. Although this does not fall into the geographic target market, the site is made up of individuals who think and act like PGH’s target market.

• Join site, create a profile, and follow like minded individuals

• Post relevant and engaging content on a bi-monthly or monthly basis (these posts could be snippets from the already created blog posts)

“Architizer connects architects to a vibrant network of peers, fans, and potential clients.” On Architizer, architects and designers upload photos of their work and link them to brand pages of products used in the home. Users can then browse and save projects that inspire them and products that they may be interested in using. This will expand PGH’s reach by directly giving other designers, architects, and brands exposure to PGH while benefiting SEO.

• Join site and create a profile page with engaging

photos of PGH buildings

• Create project pages for each sub-brand, include

description and photos

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• Tasks and Materials to be Executed

• Timeline for Delivery

Deliverables

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Execute the strategy and plan within the following timeline

Refresh Sub-Brand Identity

• Logo design (Folsom, and others sub- brands)

• Type and treatments for all materials moving forward

• Templated “Sub-Brand” Guidelines

Sub-Brand Microsite Template Design

• Main & Mobile site(s)

Development of Microsite (Nimblelight)

• Launch determined by Nimblelight

Deliverables

1

2

3

4

5

6

September 16, 2013: Folsom Powerhouse Brand Launch

At Media will manage the project and assign resources to complete the

execution at the highest quality, while delivering on the proposed timeline.

The Senior Account Executive will report the status of the project, and be

responsible for managing communication between all parties. For total

estimated hours and cost see attached Statement of Work.

Develop Sub-Branding Process Guidelines and Templates

• Guideline

• On-site signage

• On-site brand experience (i.e. PGH seal)

Plan to Announce Launch Event

• 2nd PR Announcement: Sept 16

• Email Annoucement: Sept 23

Continue other “Sub-Brand Launches withNewly Created Template/Guidelines

• According to client priorities

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Deliver PGH Strategy: August 20th 2013

• For PGH’s brand, web presence and

2014 marketing

Refresh Identity

• Fine-tune Logo to match the brands updated position

• Define Typefaces and colors for all materials moving forward

• Create Brand Guidelines

• Update branded materials

- Business Cards

- Collateral

- Swag

Brand Positioning

• Define voice and persona guidelines

• Define tagline, positioning, and mission

• Define and outline the Postgreen Homes Difference

• Create messaging to be used for all customer touchpoints

• Update Brand Guidelines

Design and Develop email marketingassets as templates

• Newsletters (project updates, news, press, etc)

• Announcement Template

• Sign Up confirmations

• Customization Submissions

Design fully customized website withupdated sitemap and structure • Main & Mobile site

Development of new website inwordpress (Nimblelight)

• Dependant on Nimblelight’s delivery

Track and evaluate progress of updatedbrand identity and messaging

Create an ongoing marketing plan with the updated identity and messaging in place

• Introduce advertising avenues

• Sponsorship opportunities

• Press achievements on a national and/or international scale

• Outline Agency role moving forward

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2

3

4

5

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March 14, 2014: Postgreen Homes Updated Brand Launch

Continued Marketing Efforts

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8

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Notes

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Thank You.

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atmediadesign.com

222 B Race Street Phila, PA 19106

Postgreen Homes Strategic Plan

Documents

Transcript of Postgreen Homes Strategic Plan