This document provides a personal selling plan for Janotta and Herner Inc. (JHI), a construction company. It discusses establishing a dedicated personal selling team to build relationships with existing and potential customers through phone calls and in-person visits. The plan recommends conducting most visits during the winter off-season when decision-makers are planning future projects. It also outlines responsibilities for a traveling representative to meet with businesses and help secure new clients. The document then discusses advertising and public relations strategies, including newspaper ads, billboards, and involvement with local chambers of commerce to raise brand awareness and visibility.

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Taylor Elchert, Grant Ekleberry, Aneesah Harris, Amber
Wagner, Jing Xu
Personal Selling Plan 3
Advertising Plan 5
Public Relations 8

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Direct Marketing 10
Implementation Plan 12
Appendix 14
Personal selling is one of the most important aspects of marketing because it
creates that relationship with customers that will result in lasting business. It allows
for companies to meet with customers and discover their wants and needs on a
personal level. Although it is also the most expensive aspect of marketing, it is
essential that companies utilize this tactic. Chart 1a in the appendix demonstrates
the importance of people and forming relationships when it comes to the marketing
mix. Having a strong personal selling presence will give people positive feelings
about JHI to create business and positive word of mouth resulting in future clients.
For JHI, this means meeting with customers who are getting ready to build.
JHI should have a personor a small team who is responsible for creating many
points of contactwith customers; through meetings and personal phone calls. The
first step in this process is to make phone calls to existing clients and potential
future clients who have been discovered by the research and development team,
who will be discussed in the direct marketing section. Since a large percentage of
JHI’s business comes from repeat customers, it is important that the
communication with these entities is strong. In regards to new potential customers,

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it is important that their needs are fully understood and that JHI is viewed as the
company who can fit their needs.
Personal selling phone calls should focus on the following points:
 Create that initial friendly relationship
 For existing customers:
o Ask how business is going
o Create conversation around work that was previously done
 Are they satisfied with work?
 Would they change anything?
 Is there anything JHI could do for them?
o Close conversation by re-enforcing how much JHI values them as a
business partner and remind them to keep JHI in mind for any future
projects
 For new customers:
o Create a dialogue about their company and what their customers need
o Present JHI’s services and explain how JHI treats customers as family
o Thank customer for their time and tell them to keep JHI in mind for
all future construction needs
The other important role that will be included in the personal selling part of
this plan is the traveling representative for Janotta and Herner. This person will
serve as the face of the company and be personally responsible for creating lasting
relationships with future clients and maximizing relationships with existing clients.
As with the phone calls, this position will use the list of clients that will be made
by the research and development team. Information gathered by the personal phone
calls will be used by this personto set up meetings when appropriate, to create an
even stronger relationship with clients.
Responsibilities of this role will include:
 Visiting businesses that have shown an interest in building.
o Deliver JHI freebies (ex. Pens, Stress Balls, Notebooks).
o Share brief details of JHI and building capabilities.
o Listen to client and focus on their individual needs.
 Be personable and friendly, focus on customer’s needs more
than trying to sell JHI.
o Encourage clients to check out JHI website.
o Share testimonials
 Offer to take management to lunch and discuss their needs and how JHI
could serve them.

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 If the potential client shows an interest in the company and is looking to
build, set up formal meetings between CEOs and JHI’s President.
It is important to understand that the largest part of personal selling is to
create a lasting relationship with customers. The other important factor of
personal selling through visits is knowing what time of the year to do them. A
large majority of these visits should be done during the off months, particularly
in late winter and early spring. This is the time of the year that companies start
to realize the damages that winter has caused and will need to be replaced. This
is also the time of year when companies start to plan summer projects and often
discuss whether or not new construction is in the future. Another reason to
meet in person during the off months is the availability of JHI’s staff. With
work slowed becauseof the harsh Ohio winters, members of the staff can be
freed up to accomplish this job. Not only will this prevent having to hire a new
employee to do the job, it will also allow for a proud employee owner to give
testament as to why the client should use JHI.
For Janotta and Herner, a lot of advertising takes place during the busy
season, simply from displaying their logo on their work trucks and equipment.
Although there are costs incurred to put these logos on the equipment, this serves
as relatively free advertising that is part of doing business. This is a good way to
indirectly advertise in the towns and locations where JHI is currently working,
however this type of advertising does not attract attention in areas where JHI is not
currently working or has previously worked before. The advertising plan
developed for this marketing plan focuses on advertising in the Findlay area.
However, the principles of this plan can be easily implemented in any target
market area.
Newspaper Advertising
Newspaper advertising is a classic form of advertising that allows a
company’s advertisement to be viewed by a large audience in a specific geographic
region. Although newspaper viewership has started to show a decline with the

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advancement of e-newspapers and mobile apps, printed newspaper advertising still
has a few important benefits. Forexample, a recent study unveiled that 76% of the
population that earns an annual income over $100,000 read print newspaper daily
(Newspaper Industry Statistics 2011). This is beneficial for JHI because the target
market, (corporate decision makers) falls into this segment. Print advertising is
expensive, but statistics prove that it will reach the target segment that JHI is trying
to contact.
For the Findlay Area, it was decided that the Findlay Courier would be the
most effective print advertising. This newspaper has a daily readership of over
45,000 in printed copies (Findlay Courier, 2014). Another reason for choosing this
newspaper is becauseof the geographic region in which it circulates, which is
home to the following:
 Over 8 major car dealerships (JHI’s major target market)
 Findlay is home to 13 major manufacturing plants and 4 major distributors.
 Headquarters of Marathon Oil, CooperTire and Whirlpool are located in
Findlay.
 There is a lot of potential for future growth in all of these corporations which
means large expansion projects and opportunity for JHI
 Population of over 41,000.
The advertisement that will be primarily used can be found as Image 1, in the
Appendix. In order to grab the readers’ attention, the advertisement will be six
inches tall by 3 columns wide (5.25 inches). The advertisement will also be in
color, so it stands out from the text and other pages. The pricing breakdown is as
follows:
 Black and White Design cost$18 per square inch.
o The dimensions listed costa total of $324
 Putting an advertisement in color costan additional $145
 Grand total per day listed will cost$469.
Since the costto run this advertising per day will costa large amount, this
particular ad will only be run one day per month for three months. Specifically, it
will be run on the first Tuesday of November, December and January of the year in
which this marketing plan will be used. December will have a special
advertisement that can be found as Image 2 in the Appendix. This will put the total
newspaper advertising costfor this advertising plan at $1,407. Although costly, it
is believed that displaying this advertisement will grab the attention of corporate
decision makers, and will correlate with the billboard campaign, which will be
discussed shortly. The reason that this advertisement will be run during the

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months stated is because these months are the off months when JHI’s trucks are
not out on the road and construction is halted because of weather. Also, these are
the months when decision makers start to make plans for projects that will take
place in the summer, which JHI wants to be part of.
Billboard Campaign
Another aspectof the advertising plan for the Findlay area is the billboard
campaign. JHI will use billboards to attract attention that will correlate with the
newspaper campaign. Billboards will be used for six months, starting in October
and running through February of the year that this marketing plan us used. The
billboard design that will appear during this time can be found as Image 3 in the
Appendix. In general, billboard companies are flexible and are willing to work
with customers to provide the bestdeal possible. In the Findlay area, Lammers is
the main billboard company, and is the company that will be used for this
marketing campaign. JHI would purchase one illuminated billboard, and would
use it for 6 months. The billboard is charged by the month. During this time,
Lammers provides access to their digital billboards for a discounted rate for one
week during the month that a static board is in use.
The pricing breakdown is as follows:
 One illuminated billboard cost$410 a month
o There is a one time set up fee of $125
o For six months the billboard would costa total of $2,585
 During each of the six months, Lammers will run JHI’s Ad on each of their
four digital billboards for one week at a rate of $170.
o One week a month for six months will cost$1,020
 The total costof the billboard campaign will cost $3,605
As previously mentioned, the advertising plan for Janotta and Herner will run
during the winter months. The reasoning for this is because during this time many
corporatedecision makers begin to make plans for the upcoming year. This means
that JHI will want to attract this target market’s attention during this time so they
can be considered for hire. The total costof this advertising campaign will be
$5,012, which is a small amount compared to the amount of possible revenue
which could be generated from new business. After this advertising campaign is
run, JHI and the research and development team will evaluate its success bythe
increased number of phone calls and webpage visits. They will then decide

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whether to expand upon the campaign and make decisions on whether or not to run
the campaign the following year.

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Public relations is all about developing relationships with clients and
personnel. ForJanotta and Herner, creating positive relationships needs to extend
to past clients and into the area in which the company is currently building in. This
not only creates a positive feeling for the community but it often creates more
business in the same area. With this in mind, it is important that JHI become
accustomed to the area Chamber of Commerce organizations within the area that
they operate. Forthis particular marketing plan, the Findlay-Hancock Alliance
Chamber of Commerce is examined and utilized. However, the benefits created by
joining this chamber are similar to the benefits of joining any chamber, which is
why JHI make it a point to join many.
What is the Findlay-Hancock County Alliance?
The Findlay-Hancock County Alliance is a partnership bringing growth and
prosperity to the Findlay/Hancock community. Through a strong economic
development focus, leadership programs, business building initiatives and
volunteer opportunities, the Alliance helps position its community among the best
in the United States. The Alliance has a blend of the area’s best resources
including, the Chamber of Commerce, Economic Development, Hancock County
Convention, and the visitor’s bureau.
Why should JHI join the Alliance?
By joining the Findlay-Hancock County Alliance, Janotta & Herner Inc. can
get involved and grow their business throughout the Findlay/Hancock community.
They can do so by participating in any one of the networking opportunities that the
Alliance offers including, the Fresh Brewed Business, Business After Hours
Showcase, Business 2 Business Networking, Small Business Awards, and a Golf
Tournament. Sponsorships and hosting opportunities are also available for each of
these programs mentioned above. Additionally, by investing in the Alliance, JHI
will have access to available products and services that ca improve their bottom
line, such as JOB solutions. This program is dedicated to helping businesses
improve productivity and decrease turnover. JOB solutions offers free services
designed to help area employers locate qualified candidates and to provide access
to training programs and informational services necessary to remain competitive in
today’s labor market.

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Networking Opportunities and Overview
FreshBrewedBusiness:Attendees of this monthly business development
program receive community updates, engagement opportunities and information on
public issues to establish a stronger voice for the business community.
Business After Hours Showcase:This mini-expo features Chamber member’s
products and services. Attendees have the opportunity to meet new business
contacts, expand their company’s service area and showcasetheir business
products with exhibitors.
Business 2 Business Networking:At this fast-paced networking event you will
have the opportunity to meet up to 20 business professionals, one-on-one, in 5-
minute increments. Business 2 Business Networking gives you the opportunity to
make new business contacts, pass on helpful referrals and increase your company’s
exposure in the Findlay-Hancock County region.
Small Business Awards: This honorary annual event spotlights the men and
women who, through their independent entrepreneurial spirit, play a vital role in
building the Findlay-Hancock County community and economy.
Golf Tournament: This first-class annual golf tournament features networking
opportunities, direct exposure and connection to the business community.
Press Release
Another important tool that should be used in public relations is the press
release. The press release will allow JHI to share time sensitive news to a large
audience in the areas around where they are building. These press releases should
inform readers of new building projects, new partnerships and local events that JHI
will be participating in. Creating good press establishes a positive reputation and
can excite future clients, which will make them want to chooseJHI for all of their
building needs. The press release also gives JHI the chance to promote themselves
and the client whom they are building for. This creates an added bonus for the
client and strengthens their relationship, increasing the chances that they will be
returning customers in the future. This marketing plan in particular focuses on
expanding JHI’s business into the Findlay area through building relationships. An
example press release that describes the opportunities of joining the Chamber of
Commerce can be found in the appendix.

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Direct marketing can be a very important part of business-to-business
operations. Direct marketing will help the company to connect with different
businesses and can make a big difference towards increasing sales. In order to
make the bestconnections, there will need to be a new position in charge of
research and development. The personin this research position will be responsible
for exploring new markets to do business with. They will be researching
geographic locations where work bids are soonto appear within the 50 mile radius,
and collecting data on companies/institutions within the 50 mile radius. This
research will consistof information like when company buildings were built, last
renovated, and whether or not the company would like to renovate or expand. They
will also be in charge of rating the different companies based on who is most likely
to build or renovate next. From there, he/she will evaluate whether or not those
companies are good companies to go into business with.
This personwill also be in charge of making the initial direct contactwith
those companies. After doing the research, this person will be in charge of sending
out postcardsto the CEOs of the various companies who appear to have a high
potential to become clients soon. On the postcard, the CEO will find pictures of
previous JHI projects, a small paragraph about JHI and contact information
regarding JHI’s website and phone number. A sample of this postcard has been
provided in the appendix. The direct mailing will also include a personalized letter
from the president of JHI, explaining the excellent service, work and care that JHI
has to offer. By adopting this direct marketing strategy, JHI will be able to put
informational literature in front of major decision makers, which should result in
more phone calls and website visits.
Social Media Campaign
Social media should be implemented as a powerful marketing tool. There
are many various social media platforms, but we suggest using Facebookand
LinkedIn to be the most successful. Facebookcreates a casual and friendly
environment for its users. It is estimated that nearly 71% of the adult population
has an account on Facebook, and the percentage is steadily growing. Seventy-two
percent of the people on Facebookmake more than $75,000 annually, which is
important to consider because many of those users could be CEOs, or ultimately,
the “decision makers” of various companies. One of the first things that should be
done when it comes to Janotta and Herner’s Facebookpage, is creating an

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accessible URL address. Forexample, the FacebookURL for JHI should be:
www.facebook.com/janottaherner
This can be done very simply, by editing the account settings. Also, in order
for a Facebookpage to be effective, it must create conversation with its audience
by consistently posting industry-related articles, images, and other content. We
think that the Facebookpage should be updated every 48 hours with photo
examples of past work, articles about a client’s success, oran entertaining video of
JHI employees.
LinkedIn is a more professional social media platform than Facebook. Itis
the perfect place to create professional relationships with possible clients. While
only 23% of the entire adult population are on LinkedIn, 44% of the users make
more than $75,000 annually. LinkedIn may not have nearly as many people on the
site as Facebook, butit is quickly growing and creates a much more selective and
professional environment. We will encourage our clients to give our company a
recommendation on the LinkedIn profile so that other prospectiveclients can
conveniently read testimonials on our page, which will make Janotta and Herner
appear more credible and reliable.
Website Changes
Janotta and Herner’s current website offers many great features to its
viewers. There are only had a few suggestions, that will make the webpage a little
more viewer friendly. Diagrams of the company website and the recommended
changes can be found in the Website section of the Appendix. It is also suggested
that JHI should consider using Sales Forceas a helpful tool to track website
analytics and many other tools Salesforce.comoffers. Salesforce.comis a useful
resource that allows businesses to collect and store the information of their clients
that will be used in the research and development role at JHI. As mentioned, this
allows its customers to track the client traffic; everything from how many webpage
visits are made in a month to how many emails are incoming per month.

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Perhaps the most important part of an effective marketing plan is knowing
when to execute it. A marketing plan must be well planned and well thought out
because they are expensive and take a lot of time and effort to plan. Therefore they
need to be as successfulas possible. ForJHI and this marketing plan, timing is
everything.
Unlike a typical calendar year, this marketing plan will run from September
to September. The majority of the work will be done within the first 6-8 months
and the rest of year will serve as time to evaluate and make adjustments. The
advertising and heavy lifting of this plan will take place from September to
February. The reasoning behind this method is because this is the “off” season for
JHI. During this time, the trucks are not out on the roads, major projects are not
being conducted and generally all projects are coming to an end. JHI can focus its
attention on marketing and use the people and resources that are normally tied up
in jobs to more efficiently promote during this time. The other reason for heavy
advertising during this time is becausemajor decision makers (the target market)
usually start to plan the projects for the upcoming summer during these months. It
is important that JHI be highly visible during the time that decision makers start
planning. The advertising schedule is as follows:
 Newspaper Campaign
o Runs once a month because of the high price
o Will be run in the months of November, December and January
o Correspondswith billboards and direct mail
 Billboard Campaign
o Will be run from September to February
o One illuminated board, located near the industrial park of Findlay will
be purchased.
o During the second week of every month, digital boards will be used at
the discounted weekly rate previously listed.
 Direct Mail and Personal Selling
o This tool will be accessed during the entire campaign.
o Large majority of direct mail will be sent out in Octoberand
December. The December mail having a holiday theme.
o Personal phone calls and client visits will last during the same months
as billboard signage.
After all of this advertising and the majority of direct marketing has taken
place, it will be time for JHI to evaluate how effective the campaign was. This will
take place during the summer by the office staff while the rest of the company has

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returned to work on summer projects. JHI will evaluate the effectiveness of this
marketing plan based on the following criteria:
 How many more phone calls were received than the previous year?
 Was there an increase in webpage traffic and by how much?
 Were the social media sites visited more by people?
 Did the company receive more emails for more information?
 Are there more clients and projects then the summer before?
Ultimately, the data will be compared with previous data compiled about years
where there were no marketing plans or there were different marketing plans in
place. JHI will then evaluate what worked best, and what areas need to be
improved. From there, the company will decide what areas can be expanded upon
and used in the future, and which areas should not be used again.

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1a. (www.klick.com)
Image 1

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Image 2
Image 3

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Website Changes

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309 Monroe Street ⧫ Monroeville, OH 44847
Phone: 419-465-4611 Email: jiml@jannottaherner.com
NEWS RELEASE FOR IMMEDIATE RELEASE
Contact: Jim Limbird, President
Telephone: 419-465-4611 Email: jiml@jannottaherner.com
April 3, 2015
Employee Owned JHI Looks to Expand into Findlay Area with
Networking Event held Tuesday, September 15th
Janotta and Herner (JHI), Northern Ohio’s predominate design/build contractor, is
looking to make new business connections in the Findlay area by attending the
Business 2 Business Networking event hosted by the Findlay-Hancock Alliance.
FOX RUN MANOR, Findlay Ohio - The Findlay-Hancock Alliance will be hosting its
quarterly Business 2 Business Networking event on Tuesday, September 15
2015. Prominent business owners in the Findlay area will meet to network and create
channels of communication for future business interactions. New to the event, Janotta
and Herner will be using the event to gain a foothold into the market as they look to
bring their design and construction talents into the Findlay area.
Headquartered in Monroeville Ohio, JHI has excelled in the design and build market all
across Northern Ohio and views the Findlay area as thriving metropolis with exponential
business potential. “Findlay has proven to be a strong economic community that has
continue to grow through the recession. It is the home of major corporate headquarters,
as well as many expanding businesses, which is why Janotta and Herner wants to be
there to meet the needs of these growing businesses,” said Ted Kastor, the Director of
Business Development.
The Business 2 Business Networking event was created by the Findlay-Hancock
County Alliance to bring businesses together to improve commerce within the
county. The event is fast paced and intensive, with interactive sessions lasting no
longer than five minutes, ensuring that business representatives from every
organization in attendance will have the opportunity to meet with one another. JHI will
use the event as an opportunity to demonstrate their building capabilities to area
business owners who may have never seen their work before. Although the company
has yet to do in any major projects in this geographic area, JHI hopes to create a lasting

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relationship not only with businesses, but with the community as a whole. The long-
term goal for JHI is to become a household name in the Findlay Area, and the design
and build company of choice.
Janotta and Herner plan to attend the Business 2 Business Networking event as the first
of it many planned interactions within the Findlay Area. The event will serve as strong
start to their marketing campaign and will gain them direct exposure to the businesses
of the area. For businesses interested in attending the event, registration can be
completed on the Findlay-Hancock Alliance website and will cost 25 dollars.
Organizations who are interested in learning more about Janotta and Herner are
encouraged to visit the company website or call the number listed above.
JANOTTA AND HERNER: Founded in 1962 by Bob Janotta and Jim Herner has been
serving the Northern Ohio area’s design/build contractor needs for over 50 years.
Janotta and Herner is one of Ohio’s to design/build contractors known for their top
quality, affordable contracting services. JHI aims to exceed every client’s expectations.
Our Reputation is building

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Waire, K. (2015) B2B marketers on spending. Retrieved from: klick.com
Mans Media. (2011) Newspaperindustrystatistics. Retrieved from
mansimedia.com
Findlay Courier. (2015). Advertising with us. Retrieved from: thecourier.com
Findlay Area Chamber of Commerce. (2015). Event Registration Retrieved from:
http://findlayhancockalliance.com
Arens, Schaefer, Weigold. (2015). Advertising. New York: McGraw-Hill.