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A/E/C Integrated Marketing Seminar
- 1. Using Integrated Marketing Techniques to Maximize Marketing ROI STRATEGIC SOLUTIONS FOR THE BUILT ENVIRONMENT #IntegratedAECMarketing
- 2. How A/E/C Firms Define Sales & Marketing? • Used interchangeably • Thinks of Sales as Business Development • Thinks of Marketing as Proposal Production • Often the two do not talk to each other • Considered to be “Overhead” • Low Accountability • Traditionally “Outbound” Focused
- 4. What is Integrated Marketing?
- 5. 1989 “An approach to achieving the objectives of a marketing campaign through a well- coordinated use of different promotional methods that are intended to reinforce each other.” American Association of Advertising Agencies
- 6. “A strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer.” The Journal of Integrated Marketing Communication, Medill School of Journalism at Northwestern University
- 7. “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” The American Marketing Association
- 8. What does this really mean?
- 9. Getting the most out of your marketing investment. OUR DEFINITION
- 10. WHY DOES THIS MATTER? • High cost of client acquisition • Long sales cycles • Most sales require a minimum of 7 touchpoints • Aggressive thought leadership race
- 11. TRADITIONAL / LINEAR MODEL PUBLIC RELATIONS TRADESHOWS CONFERENCES SPONSORSHIPS SALES / LEAD GENERATION SOCIALPAID ADVERTISING DIGITAL MARKETING COLLATERAL PUBLIC RELATIONS TRADESHOWS CONFERENCES SPONSORSHIPS SALES / LEAD GENERATION SOCIALPAID ADVERTISING DIGITAL ARKETING COLLATERAL AR MARKETING PUBLIC RELATIONS TRADESHOWS CONFERENCES SPONSORSHIPS SALES / LEAD GENERATION SOCIAL
- 12. INTEGRATED MODEL INTEGRATED MARKETING MAXIMIZE ROI STRATEGIC GOALS D IGITAL MARTETIN G SOCIAL SALE S / LEAD GENERAT IO N SPONSORSHIPS TRAD ESHOW / CONFERE N CES PU BLIC RELATION S PAID ADVERTISIN G COLLATERAL
- 13. WHO DOES THIS APPLY TO? • All Companies (Large & Small) • Big Budgets • Low Budgets • Long Lead Times • Short Turn-Around
- 14. Show Me the Proof
- 15. Utilize tradeshow activation as lead generator for business development. BUSINESS OBJECTIVE CASE STUDY #1: DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING PR E-SHOW MAIL ER DES IG N COMPETIT IO N TR A DESHOW BO O TH SURVEY LEADS SALES CALLS PUB LISHED RESEAR CH N EWSLETTER TRADE MEDIA
- 16. CASE STUDY #1: DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING TRADE SHOW
- 17. 300 Surveys 30 Qualified Leads $160 MILLION New Projects RESULTS CASE STUDY #1: DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING
- 18. Position the firm as the pre-eminent program manager in the Healthcare, Higher Education and Private K-12 markets. BUSINESS OBJECTIVE CASE STUDY #2: PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND DIGITAL O RIGINAL CONTEN T CU RATED CONTEN T E-MARKETING SOCIAL
- 19. CASE STUDY #2: PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND WEBSITE
- 20. CASE STUDY #2: PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND INDUSTRY NEWS CENTER ORIGINAL CONTENT SHARE CAPABILITIES
- 21. Increase market share with Architects. BUSINESS OBJECTIVE CASE STUDY #3: MEP FIRM BRAND AWARENESS SOCIAL COLLATERAL PA ID ADVERTISIN G TRADESHOW PU BLIC RELATIO N S SPONSORSHIPS EVENTS M ERCHANDISE DIGITAL
- 22. CASE STUDY #3: MEP FIRM BRAND AWARENESS WEBSITE CONTENT MANAGEMENT
- 23. CASE STUDY #3: MEP FIRM BRAND AWARENESS E-BLASTS Jordan & Skala Helps Hearthside Brookleigh Obtain EarthCraft Status Jordan & Skala Engineers recently helped Norsouth Development create Hearthside Brookleigh, a $15.7 million EarthCraft Multifamily certified, 121-unit senior apartment community in Northeast Atlanta. LEARN MORE A T L A N T A O F F I C E WE LISTEN. WE COMMUNICATE. WE ADAPT. Ⓒ 2013 JORDAN & SKALA ENGINEERS
- 24. CASE STUDY #3: MEP FIRM BRAND AWARENESS SOCIAL MEDIA ENGAGEMENT
- 25. CASE STUDY #3: MEP FIRM BRAND AWARENESS PRINTED COLLATERAL REFERENCES THEVUE Charlotte,NorthCarolina $148 MILLION SOVEREIGNTOWER Atlanta, Georgia $140 MILLION 12TH & MIDTOWN Atlanta, Georgia $281 MILLION ARCHITECT Mr. Jerry Cannon Forum Studio 35 EastWacker Drive Suite 1300 Chicago, IL 60601 314-592-5628 cannonj@forumstudio.com ARCHITECT Mr. Jeff Purdy Smallwood, Reynolds, Stewart, Stewart & Associates One Piedmont Center 3565 Piedmont Road, Suite 303 Atlanta, GA 30305 USA 404-233-5453 jpurdy@srssa.com ARCHITECT Mr. Daniel F. Joy, AIA LEED® AP Rule JoyTrammell + Rubio 300 Galleria Parkway Atlanta, GA 30339 770-661-1481 djoy@rjtplusr.com DEVELOPER / OWNER MCL Companies 505 East Illinois Street Suite 100 Chicago, IL 60611 DEVELOPER / OWNER Mr. Jim Feldman Regent Partners 3344 Peachtree Rd NE Atlanta, GA 30326 404-364-1400 JFeldman@regentpartners.com DEVELOPER / OWNER Mr. Larry Stephens Daniel Corporation 1100 Peachtree Street NE Suite 1400 Atlanta, GA 30309 404-978-0802 LStephens@DanielCorp.com 18 19 Jordan & Skala Engineers APPROACH COORDINATION METHODOLOGY STRUCTURAL COORDINATION • Revit/BIM • In-house StructuralTeam WE LISTEN. Committed to designing systems that meet your operational mission and your budget, Jordan & Skala gives you both what you need AND what you want, eliminating overdesign in the process. WE COMMUNICATE. Responsiveness matching the Client’s sense of urgency, using concepts the Client understands, and identifying best value recommendations is our definition of Service. WE ADAPT. Jordan & Skala expects that project function, budgets and timelines will change at lightning speed.When you need to change, we are ready to adapt, and we’ll keep the project moving forward in the process. We first seek to understand each of our clients’ expectations by actively engaging them to express their needs and concerns. From our exchanges, we work to customize a solutionTOGETHER. Throughout each phase, we act as stewards of our clients’best interests by requiring teamwork and frequent communication with the design and ownership team members. Our coordination methodology encompasses all disciplines.We are ONETEAM seated together at the same table. Internally, there is no separation among the M, E, and P. Jordan & Skala’s staff has deep experience working asteamson many different projects from start to finish. In this way, their background facilitates an extra layer of understanding of coordination with the external team members of architectural, structural and other disciplines. With this approach, we have seen our teams gain insight and reach better solutions as a whole on many CRITICAL ISSUES of which One Brickell CityCentre requires: super high-rise buildings, mixed-use programming, ocean/coastal climates and code. ARCHITECT STRUCTURAL ENGINEER MEP ENGINEER Communication among the Architect, Structural Engineer and MEP Engineer must include Linked Models, Interference Checking & Coordination Monitoring. 2 3 Mazza Grandmarc Apartments College Park, Maryland LEED Certified Southern Polytechnic State University, HornetVillage Marietta, Georgia LEED Silver Marriott Renaissance Club Sport Hotel Florham Park, New Jersey LEED Certified Marriott Renaissance Club Sport Hotel Houston,Texas LEED Silver The Lodge at Primland Lake Meadows of Dan,Virginia LEED Certified Richard B. Russell State Park Golf Clubhouse Elberton, Georgia LEED Silver Wilmington Convention Center Wilmington, North Carolina LEED Silver CraneWorldwide Houston,Texas LEED Certified Texas Sterling Construction- SA San Antonio,Texas LEED Certified Texas Sterling Construction- GP Grand Prairie,Texas LEED Certified 3630-90 Peachtree Atlanta, Georgia LEED Certified Forest CityWestVillage Dallas,Texas LEED Certified Garfield Park Arlington,Virginia LEED Certified Savoye atVitruvian Park Addison,Texas LEED Silver Savoye Squared at Vitruvian Park Addison,Texas LEED Silver Sylvan 30 Dallas,Texas LEED Certified Unitarian Universalist Church Atlanta, Georgia LEED Certified 4100 Harry Hines Dallas,Texas LEED Silver Gregory A. Adams Juvenile Justice Center Decatur, Georgia LEED Silver Quinta Mazatlan Center McAllen,Texas LEED Silver Sugarland Fire Station No. 7 Sugarland,Texas LEED Silver Callison Dallas Office Dallas,Texas LEED Certified GSA-SSA Birmingham, Alabama LEED Silver Jordan & Skala Engineers Dallas,Texas LEED Silver Park Plaza OfficeTower Mexico City, Mexico LEED Certified Wachovia at Atlantic Station Atlanta, Georgia LEED Silver W. 7th N.E. Block OfficeTower FortWorth,Texas LEED Silver Belmont Apartments Dallas,Texas LEED Silver Lemmon Avenue Apartments Dallas,Texas LEED Certified The MillenniumWoodlands Town Center TheWoodlands,Texas LEED Silver PlaceVendome Houston,Texas LEED Certified Pompano Creek Pompano Beach, Florida LEED Certified Ross Hall Apartments Dallas,Texas LEED Certified LEED® CERTIFIED PROJECTS 12TH & MIDTOWN / LOEWS ATLANTA HOTEL (FORMERLY 1075 PEACHTREE) Atlanta, Georgia This new 37-floor mixed-use facility, a part of the 14-block, 1 million SF Midtown Mile in Midtown Atlanta, is made up of 2 towers on top of a 12-level parking structure.The project, which boasts the only Loews Hotel in Georgia, is comprised of a 414-key luxury hotel, 80 condominium units, over 700,000 SF of shell/core office space, and 45,000 SF of shell retail space. Jordan & Skala’s design responsibilities included the design of HVAC systems, electrical, lighting, plumbing, access control, communications and security systems.The project was selected as winner of the“Best Overall”in the“Best in Atlanta Real Estate Awards 2008”by Atlanta Business Chronicle.The office portion of the project was awarded LEED certification. PROJECT COST: $281 million MIXED USE HIGH RISE BUILDINGS 10 11 From start to finish, our team is dedicated to work throughout the project's duration. PROFESSIONAL SERVICES CONTRACT ADMINISTRATION COST CONTROL Prospering for over 60 years, Jordan & Skala has promoted resource-efficient systems that add value to each project from the beginning. Our clients make well-informed sustainable building decisions with detailed data about the lifetime operation of their systems as well as environmental impacts.We celebrated our sustainability focus in early 2008 by becoming a member of the U.S. Green Building Council. KEY SERVICES • Sustainable Design Consulting • LEED Administration, Consulting, andTraining • Commissioning • Energy Modeling • Energy Audits EXPERTISE • LEED Rating System Certification • Energy Star Building Certification • Green Globe Certification • Regional Sustainability Certification Programs (Georgia Peach, Austin Green, CalGreen) • National Green Building Standard - ICC 700 SUSTAINABLE DESIGN CONSULTING We provide clients with feasible strategies for the design, construction, operation and maintenance of green building projects. Our process starts with an eco-charrette session to identify the project’s sustainability goals, proposed rating system and project team’s experience with the rating system requirements.With this information, we develop a timeline that is both budget and schedule conscious to pursue project certification. After the eco-charrette, we oversee the implementation of sustainable strategies and manage the team through the development and submission of the required documentation. Jordan & Skala Engineers Constant Communication and Careful Consideration • System Evaluation • Constructability • Accurate Cost Control • Team Collaboration • Provide Options 4 5 THEVUE Charlotte, North Carolina TheVUE, located on 5th St. in Uptown Charlotte, is the tallest residential skyscraper in the Southeast standing at 51-stories and 600 ft.The building includes upscale 1 and 2 bedroom apartments and a myriad of residential luxury amenities. Residents of theVUE can enjoy access to a spa-inspired fitness club, billiards lounge and café, multi-purpose basketball and tennis court, pet walk, 35,000 SF pool deck with a heated Jr. Olympic-sized pool, cyber bar, and media room. State-of-the-art technology includes biometric fingerprint access andWi-Fi throughout the building. But the crown jewel of the amenities package is definitely the resident-only, 50th floor SKY Lounge that provides unparalleled views of Charlotte and the surrounding areas. Jordan & Skala provided comprehensive MEP services on the project. PROJECT COST: $148 million SOVEREIGNTOWER 3344 PEACHTREE ROAD Atlanta, Georgia Standing 50 stories tall, this project is Atlanta’s tallest mixed-use building and the first vertically-stacked mixed-use tower in Buckhead.The residential component, Sovereign, features 82 luxury condominium residences as well as the renowned Buckhead Club.The development includes 18 levels of Class A spec office space and 13 levels of structured parking. This project won the“Best Mixed- Use Project”award from Southeast Construction magazine’s“Best of 2008 Awards.” PROJECT COST: $140 million 12 13
- 26. CASE STUDY #3: MEP FIRM INCREASED BRAND AWARENESS 20+ New Clients Nationwide 85% Maintained Repeat Client/Client Retention Rate 30% Increase in Revenue Annually Over 3 Years 1 New Office Opened RESULTS
- 27. Leverage the 100th Anniversary to celebrate the firm’s clients and employees, while building a digital community of followers. BUSINESS OBJECTIVE CASE STUDY #4: HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY DIGITAL SOCIAL PA ID ADVERTISIN G PUBLIC RELATIO N S M ERCHANDISE
- 28. CASE STUDY #4: HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY VIDEO
- 29. CASE STUDY #4: HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY ADVERTISING webuildgeorgia.com Yancey Bros. CO. introduces w w w . Y a n c e y B r o s . c o m ( 8 7 7 ) YA N C E Y- 1 • ( 8 7 7 ) 9 2 6 - 2 3 9 1 Aspartofourcentennialcelebration,YanceyBros.Co.,“TheNation’sOldestCaterpillarDealer,”introducesanew initiative:WE BUILD GEORGIA. Follow www.webuildgeorgia.com to experience the stories and history ofYancey Bros. Co. and our customers over the past 100 years. Learn about the people and companies that built our great state. Also, like our new page Facebook.com/WeBuildGeorgia for a chance to win monthly prizes and a year-end grand prize. Learn More About the WE BUILD GEORGIA Campaign www.WeBuildGeorgia.com Albany - Augusta - Austell - Brunswick - Calhoun - Columbus - Dacula - Macon - Savannah - Statesboro - Valdosta - Washington - Waycross w w w . Y a n c e y B r o s . c o m ( 8 7 7 ) YA N C E Y- 1 • ( 8 7 7 ) 9 2 6 - 2 3 9 1 Forestry is a vital part of Georgia’s industry and economy. Over the past 100 years, thousands of logging contractors, heavy haulers and machine operators like you have shaped the state of Georgia using Caterpillar equipment sold and serviced by Yancey Bros Co.. Thank you for making us a part of your greatest project--our home state. As your full-service logging and forestry equipment supplier in Georgia, we invite you to join our centennial celebration by proudly saying: WE BUILD GEORGIA. Learn More About the WE BUILD GEORGIA Campaign www.WeBuildGeorgia.com Been around a turn or two. Albany - Augusta - Austell - Brunswick - Calhoun - Columbus - Dacula - Macon - Savannah - Statesboro - Valdosta - Washington - Waycross w w w . Y a n c e y B r o s . c o m ( 8 7 7 ) YA N C E Y- 1 • ( 8 7 7 ) 9 2 6 - 2 3 9 1 Building to great heights requires deep foundations. Over the past 100 years, engineers and contractors like you have built the state of Georgia to unprecedented stature using equipment sold and serviced by Yancey Bros. Co., “The Nation’s Oldest Caterpillar Dealer.” Thank you for making us a part of your greatest project our home state. As your full-service construction equipment supplier in Georgia, we invite you to join our centennial celebration by proudly saying: WE BUILD GEORGIA. Learn More About the WE BUILD GEORGIA Campaign www.WeBuildGeorgia.com 100 years on the job(site). Albany - Augusta - Austell - Brunswick - Calhoun - Columbus - Dacula - Macon - Savannah - Statesboro - Valdosta - Washington - Waycross Follow We Build Georgia on Facebook to win prizes throughout 2014!
- 30. CASE STUDY #4: HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY MICROSITE
- 31. CASE STUDY #4: HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY HARD BOUND BOOK Building Georgia Together A Progress of Century 76 77 As the 1940s drew to a close, most of the roads through the north Georgia mountains were steep, winding, and rarely paved. Contractors faced unusual challenges building and paving new roads. In 1948 the Ledbetter Construction Company, from Rome, began work on a section of the road from Hiawassee to Clayton, grading, relocating, clearing, and grubbing in preparation for a bituminous surface treatment. Caterpillar tractors pulled scrapers, pans, and a sheepsfoot roller, and a Cat® motor grader smoothed the surface for final preparations. Meanwhile, Hardaway Contracting Company of Columbus was widening and relocating about eight miles of road from Turner’s Corner past Desoto Falls to Neels Gap, at the base of Blood Mountain. The eleven-foot-wide mountain road had long since been determined inadequate to handle traffic between Gainesville and Murphy, North Carolina. The new road would be thirty feet wide with a bituminous surface and would eliminate many of the steep grades, switchbacks, and hairpin curves that were virtually impossible to navigate in bad weather. Hardaway used two crews starting at each end of the job and meeting in the middle with a wide assortment of equipment, including Caterpillar D8 tractors and Cat® 12 motor graders. MacDougald Construction Company of Atlanta took on yet another mountain road project, a 2.8-mile section of the thirteen-mile road from Blue Ridge to Copperhill, Tennessee. Oddly, the MacDougald project, as designed by the Georgia State Highway Commission, was straight as a ruler, without regard to mountains and gorges. Gentry and Thompson Construction Company was subcontracted for the construction of five culverts, and workmen began by hewing a mile-long straight road into the forest for equipment to be brought in. Heavy rains made it impossible for a truck hauling equipment to cross that road, so Lou Gentry used his Caterpillar D2 tractor to pull the truck with the equipment through the mud to the job site. In seventeen days, including the time taken to clear the way, Gentry had completed the culverts. From that point on, MacDougald’s work went quickly and smoothly. New Roads through the Mountains 104 Key Dates in the History of the Interstate Highway System 1919 Lieutenant Colonel Dwight D. Eisenhower participated in the first army transcontinental motor convoy. The expedition consisted of eighty-one motorized army vehicles that crossed the United States from Washington, D.C., to San Francisco, a venture covering a distance of 3,251 miles in sixty-two days. The expedition was manned by 24 officers and 258 enlisted men. The convoy was to test the mobility of the military during wartime conditions. As an observer for the War Department, Eisenhower learned first-hand of the difficulties faced in traveling great distances on roads that were impassable, and that resulted in frequent breakdowns of the military vehicles. These early experiences influenced his later decisions concerning the building of the interstate highway system during his presidential administration. 1944 The Federal-Aid Highway Act of 1944 authorized the designation of up to 40,000 miles of interstate highway. No federal funds were earmarked for interstate highway construction. In the same year the Atlanta City Council commissioned H. W. Lochner Company of Chicago to study Atlanta traffic patterns and make recommendations for road construction, which would result in a plan for the Atlanta expressway system. 1939 The Bureau of Public Roads created a report, “Toll Roads and Free Roads,” that President Franklin Roosevelt relied on as a master plan for a system of interregional highways. The groundwork was being laid for the interstate highway system. 1922 General John “Blackjack” Pershing, who had been commander of U.S. forces in World War I, presented to Congress a map of a proposed national highway system. The nation had very few paved roads of any kind at the time. 1920 1930 1940 1950 105 1956 The 1956 Federal- Aid Highway Act authorized 41,000 miles of interstate highways with 90 percent to be financed by the Highway Trust Fund and 10 percent by states. 1959 The federal motor fuel tax was raised from three cents to four cents per gallon, increasing revenue to the Highway Trust Fund. 1976 The Federal-Aid Highway Act of 1976 provided money to resurface, restore, and rehabilitate deteriorating segments of interstate highways that had reached their twenty- year designed life. 1968 Congress expanded the designated interstate system to 42,500 miles. 1960 1970 1980 60 1948–1955 Postwar Boom 61 After the war ended, America experienced the largest period of growth in our country’s history. Men and women returned to their families after serving in our armed forces and got back to making lives for themselves. The G.I. Bill provided veterans with funds for vocational and college educations, to purchase homes, and to start businesses. Our country celebrated by growing faster than ever. Larger families quickly led to the need for more housing, which led to the need for more commercial and highway construction. John Taylor witnessed tremendous changes during his career at Yancey Bros. Co. When he joined the company as a new Georgia Tech graduate in 1948, the company was still located in its Whitehall Street building. “It was an old tin shed with no central heat and no central air,” he says. “We heated the place with wood in barrels, and in summer we cooled it with fans. “Four Yancey family members worked in the business, Mister Goodloe, the founder and original president; Sid Yancey, the sales manager; L. D. Yancey, who was retired but came in to help with advertising; and L. D.’s son, Don.” In 1951 Yancey Bros. Co. relocated to a twelve-acre site at 1540 Northside Drive in Atlanta, and in 1957 the company opened its second full-service product support branch in Macon. At that time Yancey represented numerous companies and hundreds of products, from air compressors to drills to concrete buckets to rock crushers to concrete mixing plants. “We sold everything but the kitchen sink,” John Taylor recalls. Then in 1957 Don Yancey, who was vice president, made a decision to drop every product line except Caterpillar. “Putting all our resources into selling Caterpillar was a great decision,” John says. “Caterpillar was a much better investment for us than concrete plants. The product line wasn’t as wide, but it grew and we grew with it.” Two years later Don was named president of the company. Don YanceyL.D. Yancey
- 32. CASE STUDY #4: HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY NEWSLETTER WECELEBRATE 100 YEARS OF SERVICES OUR FIRST WE BUILD GEORGIA WINNERS LEtter from jim stephenson ALSO INSIDE: 2014 Safety Summit CAT Hispanic Conference New Dump Hunger Campaign YANCEY BROS. CO. NEWSLETTERCELEBRATING 100 YEARS OF SERVICE march 2014 1914 marked the beginning of the World War I when Wilson was President. American homes had no electricity and no indoor plumbing. Few people had motorized automobiles. The median annual income was less than $700, and the average hourly rate for workers was $0.33. When brothers Goodloe and Earle Yancey started Yancey Hardware Company in 1914 in the heart of what is now downtown Atlanta, hardly any roads in Georgia were paved beyond town limits. County roads consisted of clay, dirt or shell and were maintained by convict crews from the state prison. The population of the Atlanta metro area was just over 500,000, with 2.7 million people living throughout the state. Goodloe and his wife Charm lived on Ponce de Leon Avenue less thanahundredyardsfromtheconstructionsiteforthenewAtlanta Ford Assembly Plant. Goodloe watched the plant’s construction progress each day, as he and Earle built the family’s business to provide the infrastructure these automobiles would require. When the plant was completed, it produced 22,000 vehicles annually via the assembly line and sold cars to Georgia residents for about $500 each in the front showroom. Goodloe and Earle’s business thrived. Yancey Hardware Company served as the country’s only dealer of the Adams Mule Grader, an early version of the motorgrader – a piece of earthmoving equipment that was pulled by eight mules. The Yancey brothers’ 100 Years of Building Georgia Part One Continued on Page 4 6 yancey BROS. CO. NEWSLETTER For 100 years now, employees and customers of Yancey Bros. Co. have played a vital role in helping to build the state of Georgia we know and love today. From the roads and interstates we drive on, to the buildings we work and play in, Yancey’s equipment, people and its customers have been there helping to build Georgia. In 2014, we plan to not only celebrate our past accomplishments, but look to the future of Yancey Bros. Co. We have picked a fitting them to celebrate our 100th year – Yancey Bros. Co. We Build Georgia. When we say We Build Georgia, it is our customers that have built Georgia, and we have had the privilege to support them as they did it. For Yancey Bros. Co. it has always been about delivering the highest quality equipment in the world with unmatched service to all the companies building Georgia. Our success for the past 100 years has been about their success, and that will be true 100 years from now. In celebration of Yancey’s 100th Anniversary, the We Build Georgia campaign will give employees opportunities to get involved in the celebration. Visit www.webuildgeorgia.com and watch, read and learn about the history that has helped Yancey Bros. Co endure for 100 years. Participate in the campaign and share your Yancey story by participating in the We Build Georgia Facebook contest. www. facebook.com/WeBuildGeorgia. Not only will you learn a lot about Yancey, but if you participate you may win a great prize (see below to learn more about our January winner). Overtheyears,therehavebeencountlessstoriesofhowYancey Bros. Co. played a vital role in building Georgia. Yancey has been involved in almost every project that shaped Georgia’s landmarks, cities, roads and communities. We have compiled hundreds of stories so we can not only tell the Yancey Bros. Co., but the stories of some of the great customers who have built some of the awesome projects in Georgia. The Yancey Bros. Co. 100th Anniversary book will be available in April. Look for more details about the book and some of the stories at www. webuildgeorgia.com. Be sure to check back throughout the year for new stories, updates and giveaways. ¢ we build georgia 7 March 2014 JANUARY WINNERS Employee Winner Customer Winner we build georgia Celebrate Yancey Bros. Co. 100th Anniversary Mark your calendars for the Yancey Bros. Co. 100th Anniversary celebration event scheduled in your area. You and your family will enjoy food, games and fun. You can also stroll through and see the Yancey Bros. Co. memorabilia items from the past 100 years on display at the celebration. Check out www.yanceyrsvp.com to receive more information on the events in your area and to RSVP for you and your family. Customers are invited as well, so please communicate to your customers so they RSVP. ¢ May 9 Austell Office 330 Lee Industrial Blvd. I-20 West @ Six Flags Exit Austell, GA 30168-7406 11 a.m. – 8 p.m. May 16 Albany Office 1604 South Slappey Blvd. Albany, GA 31702-2632 11 a.m. – 8 p.m. May 30 Savannah Office 1465 East Highway 80 E. Pooler, GA 31322-8900 11 a.m. – 8 p.m. June 6 Augusta Office 4165 Mike Padgett Hwy. Augusta, GA 30906-9780 11 a.m. – 8 p.m. EVENT DATES MAKE SURE ALL OF YOUR CUSTOMERS KNOW ABOUT OUR CONTEST. TELL THEM TO ENTER AT WWW.FACEBOOK.COM/WEBUILDGEORGIA. Nathan Layne, Technician II Statesboro, GA The first winner of the We Build Georgia photo contest is Nathan Layne, an employee for two years from the Statesboro store. Nathan won a YETI cooler and will be entered into the Grand Prize Drawing to win the Big Green Egg (to be selected in December). We would love to do a feature on you, but you have to enter. Click on www.facebook.com/WeBuildGeorgia to enter your photo of how Yancey Builds Georgia today. A winner will be picked each month. What are you most excited about as Yancey celebrates 100 years in business? I am most excited about working for a company that has reached this milestone. It takes dedication, commitment, quality service, and delivery of a fine product to get to 100 years, and I am proud to say I was a part of it and looking forward to being part of the next 100 years. How do you feel you have helped to build Georgia? I help build Georgia by providing the technical skill and product knowledge that keep our customers moving the earth. What do you plan to do with your cooler? My first intention is to put it to the test. Having never owned a Yeti, I am eager to find out if it lives up to its name. Len Malagon, Sales Manager Advanced Rental Center Congratulations to Yancey Bros. Co We Build Georgia customer winner Len Malagon, sales manager of Advanced Rental Center, Inc. Len is the winner of the monthly price of a YETI cooler and is in the drawing for the grand prize of a Big Green Egg. 8 yancey BROS. CO. NEWSLETTERDUMP HUNGER CAMPAIGN OVERVIEW Safety Summit 2014 For the past several years we have gathered the leadership team of Yancey Bros. Co. from the front line supervisor all the way up to Jim Stephenson together for an entire day to discuss one thing, SAFETY. This year was no exception. We do this for several reasons. First, we want the message to be clear that safety is our number one job. Second, we want to make sure that everyone gets the same information at the same time with opportunities to ask questions. Breakout sessions cover different topics that assist supervisors in improving safety in the workplace. We recognize the top safety performing stores and supervisors within the company. And we discuss what we our focus will be in the coming year to improve the safety culture at Yancey Bros. Co. Summit Kickoff – This year Bo Smith, from Georgia Power, served as our guest speaker. He was very engaging, entertaining and drove home the message of how important safety is. He spoke of the dangers of the job they do and what it is like to have a fellow employee lose their life on the job. It was a powerful message that made a big impact on many of the people in the audience. Jim Stephenson’s message to the group was that while we are in business to make a profit, the safety of our employees will not be the cost of that profit. Our CFO Marshall Ford explained the financial costs of injuries. He explained the cost of a large number of injuries or even a small amount of more serious injuries is far more costly to the company than taking a little more time to do the job safely. Breakout Sessions – There were 3 breakout sessions that participants rotated through. One session taught supervisors how to conduct a JSO (Job Safety Observation) by actually conducting a JSO while technicians worked on equipment in the shop. Another was a session led by the American Heart Association in which the groups were given a brief lesson in first aid. The third session was a presentation that covered near miss definition, why near misses should be reported and how to report them. The differences between recordable and non-recordable injuries, crashes vs. property damage and an update on Pure Safety were also covered in the presentation. Recognition of Safety Excellence – Several stores had zero at fault vehicle crashes or recordable injuries last year. Those stores were recognized with plaques or additional hardhats for those plaques. Eight supervisors were chosen as the top supervisors at Yancey Bros.Co.intheireffortstowardasafeworkplace.Thesesupervisors were graded on facility inspections and pure safety completion percentages of their employees. None of their employees were involved in an at fault crash or had any recordable injuries. The 8 supervisors are: • Bobby Duncan – Columbus Earthmoving • Danny West – Valdosta Earthmoving • Justin Vogt – Macon YTC • Kris LaFerriere – Griffin Test Cell • Kevin Haflinger – Gwinnett Earthmoving • Wade Forrester – McDonough Rebuild Center • Gary Hemrick – Austell Earthmoving • Ted Puls – Moreland Ave. YPS Congratulations to the 8 top supervisors. Thank you for all that you did last year to promote safety in the workplace. The last part of the day we discussed the Cat Safety Perception Survey Yancey employees took last year. We will be focusing our attention on the results of the survey that identified areas for improvement. ¢ Safety Award WinnersGeneral Session 9 March 2014 we build georgia campaign Exploring the Underwater World By Christian Ducleroir I am a scuba diver, and this week I made my 100th dive. I first tried the sport on a whim, but it quickly became a great passion in my life. Scuba diving has changed me in many unexpected ways; it’s impacted my relationships, improved my health, and invigorated my free time. It all began in February of 2011, when my family and I were vacationing in Belize. A friend on that trip had been scuba diving since the 1980s, and his enthusiasm for diving was infectious. With the support of dive instructors, he invited us to gear up and try breathing underwater. The minute I sunk below the surface I knew I was hooked. In the sun-dappled Caribbean shallows, I watched colorful fish hover on vibrant reefs in the near silence of the sea, the only sound being the gurgle of bubbles as they rose from my regulator. A whole new world opened up for me that day, a world I was eager to explore. When we returned from Belize, I did a quick Google search and found Dolphin Dive Center (DDC) in Athens, GA. DDC is a full service dive shop offering scuba certification classes, gear sales and rental, and group travel for scuba divers. That week, my wife and I signed up for the basic Open Water Certification course. We immediately took to the sport. Our eagerness sparked the interest of our two children, who were 13 and 11 at the time. Just weeks after we completed our certification, we signed them up for the class. During this exciting time, the whole conversation in our home changed from ordinary topics to diving. Instead of tuning in to mindless sitcoms in the evenings and on weekends, we searched for documentaries about the world’s oceans and marine life that populates them. We discussed famous dive sites and planned more vacations than we’ll ever have the time to take. With my family, I have dived some amazing sites and drifted alongside sea turtles, nurse sharks, barracuda, sting rays, tropical fish and moray eels. We spent a week diving off the southern coast of Turkey, where the Mediterranean floor is littered with ancient amphorae from the Bronze Age that once held wine and oils, as well as antiquities like ship anchors and sun dials. Another weeklong vacation had us diving in the British Virgin Islands, where the kids learned firsthand the differences between soft coral and hard coral reefs. We also dive off the coast of Florida every chance we get, and when we can’t get away for an extended trip, we head up to Lake Jocassee or Lake Keowee in South Carolina for some fresh water dives. My wife and I have finished all the certifications available to recreational divers, including Advanced Open Water, Diver Stress and Rescue, and Nitrox. I have now begun my certifications on the professional track. I am currently an Assistant Instructor, which allowsmetohelpinstructorswhencertifying new divers. It’s rewarding to be affiliated with Dolphin Dive in this capacity, to work with the same instructors who certified me and share our passion with students every month. There is nothing like the satisfaction of watching an anxious student transform into a comfortable, confident diver as he or she glides, weightless, through the water. My health has improved since I’ve become a scuba diver. In the beginning, I was sucking air at almost twice the rate as my wife. In a buddy sport like scuba diving, you must end a dive when one of your air supplies gets low. I realized I needed to improve my cardiovascular health in order to consume air at a slower rate, thus extending our bottom time. I started working out at the gym, running outdoors, and eating a more healthful diet. I dropped 30 pounds and now surface with the same amount of air left in my tank as my wife. Scuba diving has changed my life. My relationships with my family are stronger, I’m healthier, and I’m happier. I encourage anyone who is looking for his or her next great adventure to try the sport. And I’m always looking for new dive buddies, so come with me and I’ll introduce you to the wonderful underwater world, waiting for you just below the surface. ¢
- 33. CASE STUDY #4: HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY 4 TV Markets Broadcasting Coverage Around the State 3,300 Books Distributed 5,800 Page Views on 100th Anniversary Microsite 11 Unique Press Releases 57 Unique Media Placements 30 Point-of-Sale Displays 20,000+ Hard Hat Stickers Distributed RESULTS
- 34. CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT Secure investors and sponsorships, increase awareness among travel sports industry, and attract retailers. BUSINESS OBJECTIVE EVENTS M ERCHANDISE DIGITAL SOCIAL PA ID ADVERTISIN G PUBLIC RELATIO N S
- 35. CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT GOVERNOR APPEARANCE / GROUND BREAKING CEREMONY
- 36. CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT ADVERTISING
- 37. CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT WEBSITE
- 38. CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT E-BLASTS WATCH PERFECT GAME PLAYERS ON TURF TALK AT LAKEPOINT FIND ALL OF THE INTERVIEWS ON LAKEPOINT’S YOUTUBE CHANNEL Perfect Game players talk with sports journalist Rachel Baribeau on Turf Talk Share this: lakepointsports.com 130 Old Allatoona Road SE | Emerson, GA 30137 US Subscribe to our email list
- 39. DO YOU BELIEVE THAT WE WILL WIN? WE BELIEVE THAT WE WILL WIN! Join us at LakePoint Sports on our new Multiuse Field to watch USA take on Germany at noon on our new 23’HD screen. Admission is free and concessions will be open. Gates open at 11:30. Bring your blankets, chairs, tents, and your best team gear! CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT SOCIAL MEDIA ENGAGEMENT
- 40. CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT ONSITE MARKETING
- 41. CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT 50,000+ Hotel Room Nights Booked 28 HotelsPrivate Capital $200 MILLION 1 MILLION Social Reach RESULTS 250,000 Athletes 1 MILLION Visitors 350+ Media Outlets Corporate Sponsorships $2+ MILLION
- 42. GETTING SOCIAL S M A R T E G I E S 1 T H E A R C H I T E C T U R E O F S O C I A L M E D I A I am sitting in a #building. I like buildings. This is where I built my building. Watch me build a building. I’m a professional builder. Now listening to REO Speedwagon’s “We Built this City.” I’m hanging out with people who build buildings. This is how I built my building in more detail. Here’s a vintage photo of my favorite building. Here is a pinboard of cool buildings. S M A R T E G I E S 1 T H E A R C H I T E C T U R E O F S O C I A L M E D I A I am sitting in a #building. I like buildings. This is where I built my building. Watch me build a building. I’m a professional builder. Now listening to REO Speedwagon’s “We Built this City.” I’m hanging out with people who build buildings. This is how I built my building in more detail. Here’s a vintage photo of my favorite building. Here is a pinboard of cool buildings.
- 43. Why it is Important • B2B marketers use, on average, four different social networking platforms: LinkedIn (91%),Twitter (85%), Facebook (81%), and YouTube (73%).** • 69% of B2B markets gathered credible market insights from their social media efforts.* • 60% of companies saw improved search rankings from their social media efforts.* • 56% of B2B marketers acquired new business partnerships through social media.* • Participation in social media marketing for B2B purposes has climbed to over 90 percent.* • LinkedIn has over 300 million professionals. * Stats from Cmo.com ** Stats from Social Media Examiner S M A R T E G I E S 2 14% 17% 64%
- 44. Why LinkedIn? S M A R T E G I E S 2 W H Y L I N K E D I N ? Build Relationships Lead Generation Online Research
- 45. Benefits of Using LinkedIn as a Business Networking Tool S M A R T E G I E S 3 B E N E F I T S O F U S I N G L I N K E D I N A S A B U S I N E S S N E T W O R K I N G T O O L ! Gather reliable information with your computer. ! Enhanced market research capabilities. ! Target-rich. ! Ability to stand out from the crowd with a compelling profile. ! Offers a respectful and intelligent approach for anyone. ! Eliminate the need for road warrior status. ! Make contact quickly regardless of geography. ! Superior networking capabilities. ! Showcase expertise and offer thought leadership. ! Allows you to participate in industry conversations.
- 46. • Lead Generation • Market Research/ Competitive Intelligence • Research • Networking • Thought Leadership • Brand Awareness HOW TO USE SOCIAL MEDIA TO INTEGRATE
- 47. Critical Success Factors • Strategic Planning • Budget Allocation • Responsiveness • Risk Assessment • On-Going Evaluation
- 48. STRATEGIC SOLUTIONS FOR THE BUILT ENVIRONMENT #IntegratedAECMarketing www.smartegies.com Stay Connected with Us Join Our LinkedIn Discussion Group “Marketing for AEC Firms”