2. Table of Contents
Executive Summary 3
Introduction 4
Mission 5
Objectives 6
Situational Analysis 7
SWOT 8
Competitive Analysis 9
Brand Analysis 11
Research 12
Primary Research 13
Secondary Research 14
Target Markets 16
Creative Strategy 17
Logo Design 18
Promotions 19
Events 22
Public Relations 24
Media 26
Social Media 32
Website 36
Media Plan
Executive Summary
Fuse Integrated Communications
has developed a tactical marketing
plan to reach The Associated Schools
of Construction (ASC)’s main objec-
tive of increasing overall awareness
of the company to students, collegiate
institutes, and industry organizations.
To begin this marketing campaign, our
team spent weeks gathering primary
and secondary research about ASC,
competitors, industry trends, and the
selected target markets.
Fuse has focused marketing efforts
towards three target markets: students,
faculty, and industry organizations. By
focusing on these target markets, ASC
will build relationships with young
professionals, educate members of the
benefits and resources ASC provides,
create an educational based network
among members, and extend member-
ship to potential members. The three
target markets will be reached in a vari-
ety of ways and from numerous angles:
• Informational brochures
• Promotional swag items
• E-blasts
• Trade publication magazine adver-
tisement
• Radio advertisements
• Social media outlets
• Ranch Retreat
• Los Angeles Build Expo
• Habitat for Humanity Volunteering
• Holiday Greeting Cards
All communication pieces will
highlight the ASC membership ben-
efits as well as create awareness of
ASC outside of the current member-
ships. Each piece will be implemented
during a specific time frame to strate-
gically reach the target audience mul-
tiple times. The success of this cam-
paign will be measured through social
media, website, and e-blast analytics,
increased attendance at events, and
the growth of membership and current
membership activity. With the success
of this campaign on a national level,
Fuse Integrated Communications
also looks for each region of ASC to
accompany this prosperity by execut-
ing these strategies into their individ-
ual marketing efforts to develop a co-
hesive marketing strategy within the
entire company.
2 3
Budget 40
Measurement 42
Suggestions 44
Conclusion 47
References 49
Fuse Integrated Communications 50
About 51
3. Introduction
The Associated Schools of Construction is an organiza-
tion of construction practitioners dedicated to the development
and growth of construction education. ASC is coordinated into
eight regions; seven regions in the United States and one in-
ternational region. Currently, there are 143 four-year and nine
two-year construction management programs at member col-
legiate schools. Graduates from these member institutions fill
entry-level positions in the construction industry. Some of
these positions include: project engineers, estimators, super-
intendents, and safety managers. Along with students, univer-
sities, and community colleges, construction companies and
agencies are also associated members of ASC to expand the
informational network within ASC.
The primary goal of ASC is to share ideas and knowledge
within the construction industry to inspire, guide, and pro-
mote excellence in curricula, teaching, research and service.
ASC provides connections to construction professionals and
more than 700 ASC faculty members, information regarding
the developments in construction education, trends in the con-
struction industry, job announcements, and more. Members are
provided with a network of connections along with a subscrip-
tion to the International Journal of Construction Education and
Research, access to all ACS Conference proceedings, research
opportunities, and an exclusive discount to the annual ASC In-
ternational Conference. Students are also offered the oppor-
tunity to compete in regional competitions that test their skill
sets in specific fields within the construction industry. The As-
sociated Schools of Construction strives to bring together all
individuals within the construction community to improve the
industry through the communication of knowledge.
Mission
The mission of The Associated Schools of Construction is to further the development and advancement
of construction education, where the sharing of ideas and knowledge inspires, guides and promotes excel-
lence in curricula, teaching, research and service.
ASC is dedicated to the professional growth and success of its membership; and is committed to foster-
ing excellence in construction communication, scholarship, research, education, and practice. The Associ-
ated Schools of Construction’s mission is to be the best resource for members about anything concerning
the construction community. Through this campaign, Fuse hopes to reach current and potential members
through two new events aimed at strengthening the current member relationships and outreaching towards
potential members, updated social media plan, an enhanced creative strategy, increased media outreach,
and public relations.
4 5
4. Objectives
• Determine what people seek from ASC and/or why it should be important
• Create awareness about ASC and the value it provides to its stakeholders
• Develop fresh, new and unique promotional strategies, utilizing both traditional and nontraditional
forms of promotion to target various stakeholders and make the organization a viable resource for
professional development, continuing education, networking, research, etc.
• Build excitement about ASC in order to grow its membership especially to younger, incoming pro-
fessionals
• Understand trends in construction education and the industry that should encourage participation and
create excitement for the industry in general
• Reach potential members of ASC and publicize what ASC does
• Reach current members five to six times per year through multiple sources
Primary objective: Increase awareness of The Associated Schools of Construction to students,
educational institutes, and the construction industry in the purpose of the organization and an under-
standing of what resources ASC has available.
SITUATIONAL
ANALYSIS
6
5. SWOT Analysis
Strengths:
• Structured professional development of faculty
• Strong membership base
• Longevity of members
• Access to construction education
• Visibility of student competitions
• Use of technology to communicate to members
• Dissemination of information
Weaknesses:
• Dissemination of publications
• Lack of strong identity
• Rely on one form of technology to communicate
(email)
• Lack of allocating time and resources for market-
ing
• No clear identification of target markets
• Weak venues for conferences (primarily at schools
and inexpensive cities)
• Overwhelming amount of journals that contain a
lot of content with no pictures
Opportunities:
• Website can be updated to make it is easier to
navigate
• Creative opportunity to improve current ASC
logo
• Use of social media outlets to reach members
more often and to share new ideas, research, and
articles
• Collaboration with other organizations (compet-
itors)
• Gain exposure at the LA Build Expo
• Create stronger relationships through the Ranch
Retreat
• Create community awareness through volunteer-
ing at Habitat for Humanity
Threats:
• Other construction and engineering associations
• Competitors taking current members
• Low brand awareness
• Budget cuts by the collegiate institutes
• Decline in education system (math and science)
• Lack of industry support for research and develop-
ment
Competitive Analysis
“A professional association for the development and advancement of construction education where the
sharing of ideas and knowledge inspires, guides, and promotes excellence in curricula, research, and service;”
this is what The Associated Schools of Construction strives to accomplish. ASC provides a network com-
prised of faculty, schools, students and organizations within the construction industry that allows members to
connect and share ideas, research, opportunities, and innovative teaching methods to engage students. How-
ever, ASC is not a lone wolf in the construction management industry. Competitors of ASC include: Ameri-
can Society of Civil Engineers (ASCE), Associated General Contractors of America (AGC), and Associated
Building and Contractors, Inc. (ABC).
The Associated Schools of Construction considers these associations to be their competition because they
are targeting the same market segments. They also provide similar services to their members such as hosting
conventions and providing a network consisting of construction professionals. This will allow them to share
research, create new and improved ideas, and discuss trends currently in the construction industry.
8 9
6. Competitive Analysis
2. Associated Building and Contractors, Inc.
ABC is a national construction industry trade association
with 70 chapters. The chapters help members develop relation-
ships, win work, and deliver that work safely, ethically, profit-
ably and for the betterment of the communities in which ABC
and its members work. ABC is comprised primarily of firms that
perform work in the industrial and commercial sectors. ABC
was founded on the belief that construction projects should be
awarded on merit to the most qualified and responsible lowest
bidders. ABC hosts and sponsors events such as conventions,
conferences, competitions, career fairs, and training events for
1. American Society of Civil Engineers
ASCE is one of the largest publishers of civil engineer-
ing content that host technical and professional conferences
to foster continued education. They are known for being
the oldest national engineering society in the United States.
ASCE strategic initiatives address positive change in the key
areas of infrastructure and sustainability and raise the bar by
increasing education requirements. ASCE also hosts conven-
tions and conferences for students, professionals, and indus-
try leaders.
3. Associated General Contractors of America
AGC is an association for the construction industry that represents more than 26,000 firms containing America’s leading general
contractors and specialty-contracting firms. AGC is also associated with service providers and suppliers. AGC does this all through
their network of nationwide chapters. AGC’s two charitable organizations, AGC Charities and AGC Education and Research
Foundation, give back to their communities through fundraising events and scholarships. AGC also hosts an annual convention for
its industry professionals to allow AGC to showcase what is does and how it can help its customers improve their businesses.. The
convention is a way for AGC to showcase what it does and how it can help its customers improve their businesses.
10
Brand Analysis
Brand Awareness
The Associated Schools of Construction has long been an under recognized resource for information and op-
portunity within the construction industry. The main objective for this plansbook is to increase awareness of ASC
to students, educational institute faculty members, and organizations within the construction industry. Through
nontraditional and traditional forms of promotion, creative advertising, exciting events, and positive public rela-
tions, awareness of ASC’s benefits will be promoted to current members and potential members.
Positioning Statement
The Associated Schools of Construction wants to be seen as a network within the construction industry that
furthers the advancement of construction education by sharing knowledge to promote excellence in curricula,
teaching, research, and service. ASC also vwants to increase participation and excitement within the construction
industry by being a functional and beneficial resource to members. With this in mind, Fuse has developed a cre-
ative strategy to draw awareness to ASC and communicate the purpose and benefits the organization provides to
members and potential members.
The tagline, “Inspiring Education for Development” will be used to encompass how ASC’s
objectives will be met through this marketing campaign.
11
7. RESEARCH
Primary Research
Fuse Integrated Communications conducted several interviews with Dr. Richard Callahan and Dr.
Richard Gebken to collect primary research. Fuse conducted these interviews in-person and through
email. During the email interview, Fuse asked Dr. Callahan several questions on his knowledge of the
construction management industry as well as his involvement with The Associated Schools of Construc-
tion.
Based on the interview, Fuse learned that some upcoming trends in the construction management
industry include Design-Build and 3D scanning to develop models and drawings. Dr. Callahan, who
attends the ASC regional competitions with his students, suggested Fuse to find further information
from Dr. Gebken, who is the Construction Management Program Coordinator. When Fuse conducted an
in-person interview with Dr. Gebken, Fuse learned that trends in construction are centered around a few
big themes. Dr. Gebken believes that using information technology to create tools that will improve pro-
ductivity, such as drones and robotics, is trending and will continue to be a hot topic in construction man-
agement as technology advances. Other trends that companies in the industry are currently focusing on
include finding alternative project delivery methods and building structures to be more environmentally
friendly.
13
8. Secondary Research
Fuse Integrated Communications conducted secondary research by collecting and analyzing census
data on students graduating with construction management degree as well as a degree within a related
field.
Fuse learned that in 2011 and 2012 there were 2,608 students in the United States who earned their
Bachelor’s Degree in Construction Management. Of those 2,608 students, 2,352 were male and 256 were
female. It was also concluded that 278 students achieved their Masters or other higher level education in
2011 and 2012; 217 students were males and 64 were females. As expected, males dominate this indus-
try. Fuse continued looking further into industry trends Dr. Gebken mentioned and found that constrution
management managers are not the only ones striving to make their industry more environmentally friend-
ly; architects are designing buildings to create less emissions as well as using materials that are more
sustainable.
STRATEGY
14
9. Target Market
Faculty
This target market consists of faculty
members of two and four year collegiate
institutes that are currently members
of ASC. When schools are associated
members of ASC, all faculty members
are automatically considered individual
members. Being a member provides fac-
ulty with research information, creative
teaching methods, and career opportu-
nities to share with their students. ASC
will provide this target market with the
resources they need to complete their
PHD, expand their knowledge in the
construction industry, as well as improve
the quality of their teachings.
Students
This target market consists of stu-
dents majoring/minoring at an associat-
ed institute in construction management
located within an ASC region. The an-
nual student competitions within each
region challenges individuals in different
construction aspects to compete against
other schools. ASC provides the oppor-
tunity for students to network with po-
tential employers through conventions
and email outreach to find a suitable em-
ployer post-graduation.
Industry Organizations
The industry organizations within the
construction management (CM) profes-
sion is projected to grow over the next
several years. The United States Depart-
ment of Labor’s Bureau of Labor Statis-
tics projects CM to grow 16% from 2012
to 2022. This target market was chosen to
acquire connections within the construc-
tion industry with ASC. ASC can more
effectively provide career opportunities
for students with industry organizations
being a part of the ASC membership.
Faculty members also benefit from these
members by conducting research with
the organizations and learning together
about how to further improve the con-
struction industry.
CREATIVE
16
10. Promotions
Business Cards
Business cards will be handed out at the Los
Angeles Build Expo to ensure that the buyers
have someone to contact for questions, potential
involvement in the annual conference or member-
ships.
Logo Design
18 19
Fuse’s creative department created a new logo
design for ASC to bring a more professional look
that appeals to the target audiences.
The creative concept of this deign comes from
the campaign tagline, “Inspiring Education for
Development.”
Three abstract buildings form the acronym
“ASC” in light blue and light gray to help the logo
stand out. There is also the detail of a blueprint
grid to further relate the logo design to the con-
struction industry.
#4d97d2 #676767
11. Promotions
Brochures
Brochures will be provided at the Los Angeles Build Expo to all individuals that visit ASC’s booth. Fuse expects
250 to 500 brochures to be distributed during the event depending on the amount of buyers attending and the amount
of foot traffic near the booth. The brochures will have the following information included: about ASC, mission state-
ment, types of memberships and membership fees, information regarding the annual conference, list of social media
accounts, and contact information.
Swag
Swag will be handed out at the Los Angeles
Build Expo, Ranch Retreat, and TheAssociated
Schools of Construction’s Annual Conference.
At each event, individuals must provide their
personal or business e-mail that will be added
to ASC’s database to receive a swag item. Ob-
taining this information will benefit ASC by in-
creasing their database and overall reach. Swag
items include: coffee travel mugs, multi-func-
tional custom keychain tools, flash drives, and
lanyards
20 21
12. Events
Ranch Retreat
• Who: 150 faculty, industry members, and students
• When: April 16, 2016, 2-9 PM
• Where: North Forty Escape, Oakley UT
• What: Ranch retreat with outdoor activities and
dinner
Reservation fee: $20 per person
Activities include:
• ATVs
• Fly Fishing
• Skeet shooting
• Washers
• Corn hole
• Horse shoes
Itinerary:
• Arrive at North Forty Escape Ranch at 2 PM
• Activities available to attendees from 2-7 PM
• Dinner provided from 7-9 PM
• Depart back to Provo, UT at 9 PM
Catering Information: Catering is provided by
Kumbaya Kitchens LLC, the menu includes:
Meat
BBQ brisket
Shrimp skewers
Marinated pulled pork
Baby back ribs
Sides
Sally Lunn bread
Potato salad
Roasted corn salad
Dutch oven style baked beans
Desserts
Cookies
Lemon bars
Los Angeles Build Expo
• Who: ASC board members
• Where: Los Angeles Convention Center
• When: February 4 & 5, 2016
• What: The Los Angeles Build Expo puts ASC face-to-face with industry executives who attend the expo specifi-
cally to see these types of specialized companies. By exhibiting what ASC has to offer at the expo, the opportunity
to gain potential members arises. ASC will also be able to promote their annual conference to increase attendance
in the spring. This is a private buyer’s event and is not open to the general public. They only invite owners, CEOs,
CFOs, Presidents, Vice Presidents and Project Managers. This ensures that the buyers are quality associates that have
purchasing power are attending.
Booth:
The booth will be located in a corner preferably by
the food court since this area will have the higher foot
traffic. The booth will have a table banner that has the
ASC logo on it as well as visuals for appeal. Brochures
and business cards will be handed out to all individuals
that stop by the booth. ASC board members working the
booth need to promote the annual conference and hand
out swag items only to those that provide an e-mail ad-
dress to improve the ASC’s current database.
23
Prices:
• Corner standard booth: $2,195
• Booth number preferred 438 or 439 located near the
food court
• Half page magazine advertisement: $700
• Promotional Items:
• 250 Brochures
• 50 Travel coffee mugs
• 100 Lanyards
• 25 Flash drives
• 50 Multi-functional custom keychain tools
22
13. Public Relations
Habitat for Humanity
In order to give back to the community, Fuse Integrated Communications has implemented plans to support Habitat
for Humanity. This will allow different regions of ASC to work together as a team in their own backyards. Each region
will be encouraged to volunteer in their area when the time and skills are needed to promote a positive image for ASC.
While volunteering, individuals will be provided with a blue ASC hard hat to represent the company.
Region 1 (Northeast Region):
• Hartford Area HFH, Hartford CT
• Caroline County HFH, Denton, MD
• Capital District HFH, Albany, NY
Region 2 (Southeast Region):
• Calhoun County HFH, Anniston, AL
• Bay Waveland Area HFH, Bay St.
Louis, MS
• Smith County HFH, Carthage, TN
Region 3 (Great Lakes Region):
• Boone County HFH, Belvidere, IL
• Marshall County HFH, Benton, KY
• Huron Valley HFH, Ann Arbor, MI
Region 4 (North Central Region):
• Emporia Area HFH, Emporia, KS
• Joplin Area HFH, Joplin, MO
• Brookings Area HFH, Brookings,
SD
Habitat for Humanity (HFH) organizations for each region:
Region 5 (South Central Region):
• Independence County HFH, Bates-
ville, AR
• Ada HFH, Ada, OK
• Amarillo HFH, Amarillo, TX
Region 6 (Rocky Mountain Region):
• Verde Valley HFH, Cottonwood, AZ
• Pikes Peak HFH, Colorado Springs,
CO
• Salt Lake Valley HFH, Salt Lake
City, UT
Region 7 (Far West Region):
• Fresno HFH, Fresno, CA
• Island County HFH, Oak Harbor,
WA
• Honolulu HFH, Honolulu, HI
Region 8 (International)
• Building trips in Asia, Europe, and
Canada
Holiday Cards
To further promote positive public relations,
ASC will be sending holiday greeting cards to
current members. To create a strong relationship
with the newest members of ASC, there will be
a focus on sending the cards to these members
as first priority. Essentially, the holiday greeting
cards should be considered a form of establishing
a positive relationship with members that have
joined most recently. After a certain number of
cards have been reserved for the newest mem-
bers, the most active and loyal members in the
current database will be selected to receive the
remaining number of holiday greeting cards.
24 25
14. Advertisement space for trade publications
• Who: Construction Data Quarterly (CDQ)
• What: Construction Data Quarterly is an interactive publication dedicated to key issues and news in the con-
struction industry. Each issue of CDQ is accessible 24/7 without limit.
• When: 1st Quarter, 2016 (January to March)
• Why: This magazine reaches a highly targeted audience of 300,000 commercial construction professionals.
Media
MEDIA
27
15. Radio Advertisement
• Who: Mike Greenberg and Mike Golic
• What: “Mike and Mike in the Morning” is a national radio talk show
that has masterfully produced radio bits about sports. Due to the pro-
gram being backed by ESPN, it is also seen as a reliable source. Their
listening audience includes a wide range of listeners to effectively reach
the target markets.
• When: ASC will be advertising their 52nd Annual International Con-
ference approximately 40 times over the course of nine weeks. These ad-
vertisements will be heard on “Mike and Mike in the Morning” anytime
from 6-10 AM Eastern Standard Time. The advertisements will be on air
the month of January and the first week of February to reach NFL fans
during the remainder of football season. Advertisements will also be on
the air in March to reach basketball fans during March Madness.
• Why: Men listen to talk shows on the radio more than women, espe-
cially sports talk shows. Since the construction industry is primarily
men, having an advertisement run on “Mike and Mike in the Morning”
for the ASC Annual International Conference during important sports
times will reach a large amount of our target markets.
SCRIPT
“The Associated Schools of Construction is
hosting their 52nd Annual International Con-
ference April 13 -16. This event will be hosted
by BYU in Provo, Utah. The conference pro-
vides opportunities for faculty members from
Construction Management programs and in-
dustry practitioners who join together to dis-
cuss up-to-date curricula, teaching practices,
current management models, present research
findings, and to hear from industry and relat-
ed professionals”
Media
28 29
The Associated Schools of Construction
52nd
Annual International Conference
April 13-16, 2016
Provo, Utah
Hosted By: Brigham Young University
Included: Up-to-date curricula, teaching practices,
current management models, presnt research findings,
and to hear from industry and related professionals.
www.ascweb.org
16. Media
E-blasts
E-blasts will be used as a way to reach out to members on the ASC mailing database. In addition to the current
mailing database, email addresses will be collected at The Los Angeles Build Expo to further increase the database. To
increase effectiveness of each e-blast, there will be four segments each database member will be sorted into: faculty,
students, collegiate institutes, and industry sponsors.
Each segment will receive a different email each month pertaining directly to their interests. For example, faculty
e-blasts will contain information about new and innovative ways to teach students construction management tech-
niques and student e-blasts will provide students with instant access to employment opportunities. However, each seg-
ments e-blasts will contain article links pertaining to trends in the construction industry, specific calls to action, clearly
stated contact information located at the bottom of each e-blast, links to all social media accounts and ASC website,
and measuring techniques.
Google Analytics will be used to track how many
e-blast recipients are actually reading the e-blasts instead
of deleting them.
This will be done by noting how many recipients click
on the links provided in the e-blasts. Providing a measure
of effectiveness will help ASC learn how to better reach
members and improve their e-blasts.
SendBlaster is a bulk email software that will be used to
manage email database lists and the sending of each e-blast.
SendBlaster will allow ASC to create mailing lists, schedule
mailing, send file attachments, process bounced emails, create
and save specific templates, and much more.
SendBlaster will also allow ASC to send follow up
e-blasts after conferences and other events to certain members
with scheduled mailing. All of ASC’s e-blast needs can be met
with this software and will overall help ASC reach specific
segments effectively.
30 31
17. Media
Social Media
Instagram:
The Associated Schools of Construction does not have an Instagram account at this time. Instagram will be a
beneficial source of social media to allow ASC to showcase events and projects. This form of social media will allow
members to stay informed and non-members to become familiar with ASC through images and short videos
LinkedIn:
As of 2015, 4 million companies in the United
States have created a LinkedIn page. It takes 20
posts per month to reach 60% of a select audi-
ence on LinkedIn. ASC has a LinkedIn page and
we found areas that need improvement.
Improvement opportunities:
• Create more postings (i.e. reminder of dues)
• Job postings (i.e. list job offers on the Linke-
dIn page with a description of each job)
• Upcoming trends (i.e. tab to volunteer)
32 33
18. Media
Social Media
YouTube
To better compete with competition, Fuse Integrated Communications suggests The Asso-
ciated Schools of Construction creates a YouTube channel. This will allow ASC to post videos
regarding student classroom interactions, conferences, and events. These videos will be available
nationwide to members and non-members of ASC.
34 35
19. Website
Fuse saw a lot of opportunities for ASC’s national website to be improved. Fuse suggests ASCs national webiste
to utilize online templates such as Wix, Foursquare, etc to to enhance the overall appearance of the website. A couple
of the regions’ webistes have utilized Wix, therefore, Fuse recommends ASC’s national website to apply Wix on its
own too. By doing this, the website can be easier for everyone to follow, but still contain the same amount of useful
information.
In addition, Fuse recommends to have
more interesting visual elements to capture
the audience, as well as having informative
videos such as introducing ASC or newslet-
ters in a video format. This will help to im-
prove the audience’s experience on ASC’s
national webiste.
Media
Website
36 37
22. MEASUREMENT
Tracking Success
• Track social media analytics weekly
• Note increase of email database
• Note increase of Facebook “likes”
• Note increase of Instagram “followers”
• Note increase of LinkedIn “connections”
• Note increase of YouTube “views” and “subscribers”
• Track website hits
• Measure how well the promotional strategies reach the specific target markets
• Track success of communication pieces, such as brochures and holiday greeting cards
• The Ranch Retreat will be measured by how many people RSVP
• Brochures will be tracked by how many are taken at the Los Angeles Build Expo
• Track the amount of new members
43
23. SUGGESTIONS
Golf Tournament
A golf tournament would be a beneficial event that would
allow members and non-members of ASC to network and
make connections with one another outside of the business
scene.
Tournament planning:
• Create budget
• Choose golf course location
• Contact potential sponsors
• Contact golfers
• Promote the tournament
• Decide on prizes
Newspaper Advertisements
Newspapers are a locally dominant, highly credible source
that has high exposure in all age categories. Since newspapers
favor local advertisements, Fuse Integrated Communications
recommends that once the national marketing strategy is imple-
mented by this plansbook and further integrated into regional
marketing strategies, that regional divisions use newspapers to
advertise themselves and their events.
Newspapers are ideal in reaching the relatively small, rural
community with limited media options, therefore advertise-
ments in regional newspapers containing information about
ASC and regional events is recommended to further reach po-
tential members within a specific region.
45
24. Conferences to attend
• Super Conference:
December 7 - 9, 2015 at Hilton Bayfront San Diego, CA
• NAHB International Builders’ Show:
January 19 - 21, 2016 in Las Vegas, Nevada
• 3rd Residential Building Design and Construction Conference:
March 2 - 3, 2016 in State College, PA
• RCI 31st Annual International Convention and Trade Show:
March 10 - 15, 2016 at Rosen Shingle Creek Resort, Orlando, Florida
• BATC’s Builders & Remodelers Show:
April 7, 2016 at Convention Center Hall E, Minneapolis, Minnesota
• 2016 Every Building Conference and Expo:
June 26 -28, 2016 at Washington, DC
Suggestions
CONCLUSION
46
25. Through this marketing campaign, Fuse Integrated Communications has given The Associated
Schools of Construction the ability to increase awareness about ASC to potential members and the
value it provides to members. With the use of both traditional and nontraditional forms of promo-
tion, three target markets will be reached: students, faculty, and industry organizations. Current and
potential members will be reached through, e-blasts, a trade publication magazine advertisement,
radio advertisements, social media outlets, and brochures and promotional swag items that will be
distributed at events.
To build excitement for members about construction education and the construction industry
in general, ASC will host a Ranch Retreat for select members following the annual conference in
Utah. ASC will also be expanding their reach by attending the Los Angeles Build Expo at the be-
ginning of February.
Lastly, to build a positive and notable reputation, ASC will volunteer with Habitat for Human-
ity within each region and mail holiday greeting cards in December to send a friendly greetings to
members. To tie everything together, all of these marketing components will be executed in a cre-
ative strategy that is both functional and appealing.
With the success of this campaign on a national level, Fuse Integrated Communications looks
for each region of ASC to accompany this prosperity in implementing these strategies into their in-
dividual marketing efforts to develop a cohesive marketing strategy throughout the entire company.
References
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http://www.espncms.com/pdf/2015-audio-planning-guide.html
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stamps-by-type%3aforever-stamps&categoryNav=false&navAction=push&navCount=0&atg.multisite.remap=-
false&categoryId=forever-stamps&productId=S_680404
https://www.discountmugs.com/
http://www.fullsource.com/pyramex-hp14060/?gclid=CjwKEAiAmqayBRDLgsfGiMmkxT0SJADHFUh-
PCeoapJLLkjS0aQAgN1Qon84r-HRRhuPmxBUPwZJLBhoC2n_w_wcB
http://www.espncms.com/pdf/2015-audio-planning-guide.html
https://cdcnews.postclickmarketing.com/Global/FileLib/Media_Kit/CDQ_Media_Kit.pdf
http://www.sendblaster.com/
http://expandedramblings.com/index.php/linkedin-business-page-and-group-statistics/2/
http://msu.tdnetdiscover.com/Eresources/keyword?field=j1&keywordmode=PartialWords&keyword=construc-
tion%20education&publicationType=journal
http://www.acce-hq.org/
48 49
26. FUSE
Integrated Communications
51
About
Fuse Integrated Communications is an agency that
believes the client is the number one priority in each
step we take. Each employee at Fuse possess unique
qualities that contribute to the strong and cohensive
marketing solutions to meet our clients’ demands.
Fuse is an agency located in Springfield, Missouri
that is willing to provide our clients with the tools they
need to succeed at any levels.
Joelle Chow - Creative Director
Kendall Kapperman - Research Analyst
Jenni Nelson - Budget Allocator
Makenzie Smith: Director of Public Relations & Events
Huong (Hillary) Vu - Art Director
Erin Watkins - Executive Copywriter