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Remodeling Contractor Marketing Plan

by John Jantsch

Remodeling Contractor

This sample marketing plan was written by John Jantsch of Duct Tape Marketing. This sample marketing plan can be edited directly in Marketing Plan Pro software.

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Lead Generation Plan

Our lead generation will come from a combination of targeted advertising, monthly PR, and focus on customers for referrals.

Advertising
Start Date End Date Budget Manager Department
Monthly Print Advertising 5/4/2009 5/4/2010 $0 ABC Department
Name me 5/4/2009 6/3/2009 $0 ABC Department
Name me 5/4/2009 6/3/2009 $0 ABC Department
Other 5/4/2009 6/3/2009 $0 ABC Department
Total Advertising Budget $0
Pay-Per-Click ROAS
Network Monthly Cost Clicks Leads Generated Orders Monthly Revenue ROAS Cost-per-click Cost-per-lead
Google $560 290 15 2 $18,000 3214% $1.93 $37.33
Yahoo! $780 498 22 3 $27,000 3462% $1.57 $35.45
Other $0 0 0 0 $0 0% $0.00 $0.00
Total $1,340 788 37 5 $45,000 2225% $1.17 $24.26

8.1 Public Relations

Monthly press announcements to media and contact database

Q and A column in weekly newspaper Style section

Quarterly big pitch story

8.1.1 Media List

JournalistOrganization
Becky NewtonSmall Business Monthly
EditorUniversity Alumni Press
Laura JamesHome Style Magazine
Lee HeathChamber Newsletter
Steve PeatReal Estate Business Journal

PR
Start Date End Date Budget Manager Department
Monthly Press Releases 5/4/2009 3/30/2010 $0 ABC Department
Sunday Newspaper Column 5/4/2009 5/4/2010 $0 ABC Department
Big Pitch Story - Quarterly 5/4/2009 1/29/2010 $0 ABC Department
Other 5/4/2009 6/3/2009 $0 ABC Department
Total PR Budget $0

8.2 Referrals

Pardon our dust - 3 letters to neighbors of projects giving details about work and contact for any issues.

Carpenter for a day - all customers are offered the use of a carpenter for a day for each referred customer.

8.3 Direct Mail

Quarterly direct-mail full-color, oversized postcards to core ZIP codes highlighting before and after project images. Promote design seminars in each mailing.

Direct Marketing
Start Date End Date Budget Manager Department
Post Card Mailing - Quarterly 5/4/2009 1/29/2010 $0 ABC Department
Pardon Our Dust Letters with Each Project 5/4/2009 5/4/2010 $0 ABC Department
Name me 5/4/2009 6/3/2009 $0 ABC Department
Other 5/4/2009 6/3/2009 $0 ABC Department
Total Direct Marketing Budget $0

8.3.1 Mailing List Source

We work with InfoUSA to target homes in 10 specific ZIP codes with home values over $350,000.

8.4 Lead Generation Tracking Plan

We will employ an automatic lead tracking system that IDs each phone call, Web lead, PPC ad, postcard mailing and print ad.

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Advertising
Start Date End Date Budget Manager Department
Monthly Print Advertising 5/4/2009 5/4/2010 $0 ABC Department
Name me 5/4/2009 6/3/2009 $0 ABC Department
Name me 5/4/2009 6/3/2009 $0 ABC Department
Other 5/4/2009 6/3/2009 $0 ABC Department
Total Advertising Budget $0
Pay-Per-Click ROAS
Network Monthly Cost Clicks Leads Generated Orders Monthly Revenue ROAS Cost-per-click Cost-per-lead
Google $560 290 15 2 $18,000 3214% $1.93 $37.33
Yahoo! $780 498 22 3 $27,000 3462% $1.57 $35.45
Other $0 0 0 0 $0 0% $0.00 $0.00
Total $1,340 788 37 5 $45,000 2225% $1.17 $24.26
PR
Start Date End Date Budget Manager Department
Monthly Press Releases 5/4/2009 3/30/2010 $0 ABC Department
Sunday Newspaper Column 5/4/2009 5/4/2010 $0 ABC Department
Big Pitch Story - Quarterly 5/4/2009 1/29/2010 $0 ABC Department
Other 5/4/2009 6/3/2009 $0 ABC Department
Total PR Budget $0
Direct Marketing
Start Date End Date Budget Manager Department
Post Card Mailing - Quarterly 5/4/2009 1/29/2010 $0 ABC Department
Pardon Our Dust Letters with Each Project 5/4/2009 5/4/2010 $0 ABC Department
Name me 5/4/2009 6/3/2009 $0 ABC Department
Other 5/4/2009 6/3/2009 $0 ABC Department
Total Direct Marketing Budget $0