My final presentation on West System Epoxy for Michigan State University Spring Semester 2012 class Advertising 420.

1. West System Epoxy
a 2 part marine-grade epoxy that bonds and coats
a variety of composite materials
( wood, metal, fiberglass, fabric )
Product Uses
-watercraft (boat, kayak, canoe, yacht, racing, repair)
-aircraft and car repair/construction
-building restoration and household repairs
-fine arts and craft projects

2. The difference between coming in first…
and coming in second.
Multiple Use Product
-watercraft-Epoxyworks magazine (regular distribution, specific targets)
-aircraft and car repair (should be better represented on Twitter)
-building restoration/repair-Facebook(repeat customers, instant feedback)
-fine arts and craft projects – to reach target clients change wording to
3 Dimensional (3-D) structures and take the epoxy for art market by storm.
START LOCALLY- capitalize on the buy local trend happening in Michigan right now.
Position- West System Epoxy is a jack of all trades that can be used to bond and coat
numerous construction materials and fibers. Epoxy can be colored, comes in
different working varieties and can be bought locally, around the world and online.

3. Utilize the least represented client
Fine Arts and “3-D construction”
-wide variety of clients reachable through simple and cost effective
social media utilization.
Reaching the Target
-Facebook-gain “likes” by increasing West System Epoxy presence in Fine Art
community.
-Twitter-turn infrequent tweeting into effort toward high end/large scale art and
3-D structural related projects.
-Blogging-partner with studio artist or like minded individual, possibly an
employee. Develop integrated West System Epoxy blog with epoxy based
artworks.

4. Facebook
( goals to be reached within 1 year timeframe )
Goals…
-reach 2,500 “likes” ( currently hovering just over 1,000 likes )
-get more people to “talk about” West System Epoxy ( 8 conversations total )
-participate/post images from a local event involving West System Epoxy
-participate/post images from a global event involving West System Epoxy
-organize video posts ( 1,000’s of WS videos with no landing page-utilize YouTube )
How To…
-book a booth at a local event ( Michigan based )
-send a representative to a global event ( make this a fun adventure posting along
the journey )
-create a YouTube page ( claim those West System Epoxy results as your own, and be able
to show others what they can do )

5. Twitter
( goals to be reached within 1 year timeline )
Goals…
-tweet with purpose ( regularly, events, promotions, tie in other social media )
-reach 500 followers ( April, 2012 = 350 followers )
-branch out ( follow others-non marine related )
-tell us what’s best ( favorite the best West System Epoxy tweets, currently no favorites )
-lists ( subscribe to lists, an easy way to get into talking about epoxy for fine art )
How To…
-assign a team member to regularly tweet about West System Epoxy
-explore Twitter ( update page, utilize lists and favorites )
-interact with others ( follow, comment, re-tweet, keep your current marine based
customers in mind, while searching for new venues )

6. Blogging
( goals to be reached within 1 year timeline )
Goals…
-establish a working blog ( put in the hands of an individual or team )
-reach 50 blog followers
-link medias ( Facebook, Twitter, blog, YouTube, press releases, photo, video )
-strike up a conversation ( regularly comment on other blogs )
How To…
-assign blogging responsibility to an individual or team ( must have blogging
interest, unique angle or sense of style )
-digital paperwork ( organize what is posted on the web, don’t be repetitive-use multiple
social medias and corresponding links to transfer customers from page to page )

7. Things to Remember
Integration
-make sure Twitter, Facebook, your blog and other media share the same ideals.
-post regularly-if you forgot…so did everyone else.
-West System Epoxy needs to remind customers of what they are accomplishing.
-getting people involved-conversation and action are key.
Jack of all Trades
-post about everything that West System epoxy can do!
-let the world know that West System Epoxy isn’t just for marine projects
-have separate forums for individual materials ( boat, car, home, art )
-use keywords relating to subject material ex: marine epoxy, 2-part epoxy, west system
epoxy, marine repair, bond and coat epoxy.

8. How to Measure Success
Numbers
-this should be an inexpensive way to maximize social media clout.
-as West System Epoxy integrates mind and media the number of likes,
views, re-tweets followers and comments should easily rise.
Another Indicator-website traffic
-if website hits are on the rise, your name is out there so keep up
with the social medias.
-use press releases to enhance the system, link back to Facebook etc.
-make them easily searchable using keywords that link back to main topics
example keywords- Epoxy, Fine Art, Sculpture, West System Epoxy,
Marine Epoxy, 2-Part Epoxy.

9. Allocation
Facebook
-most active following
-frequent posting
-reliable and quick recommendations
Facebook is already working for West System so keep this as your biggest
social media concern for now.
Twitter
-more frequent tweeting will go a long way .
-becoming involved will spread the word about West System Epoxy.
Blogging
-this will be the spot to work hardest considering you must start from the beginning
-use your employees to your advantage here-employee blog with art spin.

10. You Can Do It!
Employee Benefits
Utilize what you have already-your employees.
-get them blogging, sharing, and posting to spread the word
about West System Epoxy and all it can do.
-make this a fun project-hire some interns
-establish a group at the office to handle social media on a daily
basis.
-after all the employees should know West System best.
-once the company is used to acting social via the web, it
should be everyday routine to spread the word about West
System and its products via multiple media forums.