1. Date: April 8, 2005
For: Springfield Marble & Granite - Nur
By: Rich Wilhelm
(301)495-7733 x25
rich@zhpublishing.com
ADVERTISING
PROPOSAL

2. TO GET STARTED….TO GET STARTED….
Nur: Take a look at this proposal. If this appears favorable, then lets get
this DONE!
You will tell me the key advantages homeowners reap when
they select Springfield Marble & Granite to take care of their countertop
needs. I create the ad, then show it to you for approval. We change the
artwork to fit the different seasonal needs. You pay only one month at a
time.
The paper comes out the 2nd Monday of each month. Phones ring.
Clients happy. I take good care of my clients!

3. WHAT WE KNOW:WHAT WE KNOW:
Springfield Marble & GraniteSpringfield Marble & Granite
• Compared to the too-many-to-count granite “$29.99/sq ft. competitors:
superior expertise in installation, experience & deft personal touch in
service separate Springfield Marble & Granite from the competition.
• Springfield M&G has been serving Fairfax homeowners since 19??.
• Certified, licensed & insured. Family owned.
• Homeowners prefer an experienced, reliable countertop contractor
• Springfield M&G won’t waste one dollar on apartment & condo-dwellers
with our paper.

4. …YOU NEED TO HAVE A GOAL to reach
for

5. Give me a goal to work on:Give me a goal to work on:
Separate Springfield M&G from the run-of-the-mill contractors (there are
hundreds!) (the Yellow Books do not do this except for size-of-ad ($$)
Make the ad response-oriented: (call-to-action = calls each month)
Position Springfield M&G as expert install/wide selection/great price & 20
years of experience

6. ““ZONES”….in the Metro Services GuideZONES”….in the Metro Services Guide
• 45,000 SINGLE FAMILY homes per zone; zone: #NOVA2 OPEN today for ‘05.
• (total homes reached: 315,000 in the paper.) beginning in May.beginning in May.
• “Granite” exclusivity: .one granite countertop contractor per zone. (not like the
Yellow Book or Pgs. Although “Silestone” is separate)

7. PICTURESPICTURES
You & I will change the ad to reflect
the time of the year as we push the
button of homeowners. We paint the
picture & the homeowners…busy
homeowners say: “I need THAT!”I need THAT!”
“20 years of experience serving
Fairfax County homeowners”

8. BUILDING 2006BUILDING 2006::
Springfield Marble & GraniteSpringfield Marble & Granite
• Return on Investment: graduated rates to make it work for you
• Fairfax, Annandale & Falls Church-”Sleepy Hollow” 22042 single-family homeowners only
• Characteristics to convey: “2? years of expertise” & ”pride in our work”
• Pick-up new jobs & get your foot in new neighborhoods!
• 30 day “out” : your option to end the contract for some reason...
FEBFEB MARMAR APRAPR MAYMAY JUNJUN JULJUL AUGAUG SEPSEP OCTOCT NOVNOV
$500 $550 $550 $625 $625 $625 $625 $625 $625 $625 45,000 HOMES
-----------------------------------------------------------------------------------------------------------------------------------
$750 $850 $900 $1000 $1,050 $1,100 $1,100 $1,100 or 90,000 homes
Additional:
FEB: Full page ad
Mar: lead-in front cover & May, Aug. Nov.
Apr: preferred page placement: p. 3

9. PARTNERSHIPPARTNERSHIP
Nur:
Unlike the other print mediums out there: my goal is to grow your
business, not just move “space”. I succeed when YOU succeed.
Its that simple.
You & I will change the ad to reflect the time of the year as we
push the button of NoVa homeowners. We paint the picture & the
homeowners…busy homeowners say: “I need THAT!”

10. PARTNERSHIPPARTNERSHIP
Nur:
Unlike the other print mediums out there: my goal is to grow your
business, not just move “space”. I succeed when YOU succeed.
Its that simple.
You & I will change the ad to reflect the time of the year as we
push the button of NoVa homeowners. We paint the picture & the
homeowners…busy homeowners say: “I need THAT!”