Marketing Plan

What is a marketing plan?

A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. The marketing plan can function from two points: strategy and tactics. In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead.

Marketing Vision

To be Southern California number one residential construction company dedicated to customer delight ensuring shareholders interests through reinvention of residential housing, while optimizing development, construction, and design and protecting the environment.
 

Target Markets

The Southern California area is booming at this moment and it makes it a very attractive market for AP Construction. Our main focus is in the demand of construction in residential suburban regions such as Hysperia, Santa Clarita, and Palmdale. We will be concentrating on the customers that will provide us with the greatest margin, in other words those clients desiring mass production of new homes. The other clients that we will serve are those wanting whole-house renovations and potential commercial projects.

source: http://www.lao.ca.gov/reports/2012/bud/fiscal-outlook/fiscal-outlook-2012.aspx

Target Market Strategy

Residential and commercial construction projects are at an all-time high and will continue to increase for years to come. AP Construction’s strategy for keeping old clients and getting new business focuses on providing our customers with quality service, and exceeding their expectations.  We constantly strive to improve our company’s reputation based on our honesty and new technological advancements. One such advancement is an app that the customer can download from our website. This app, called “Progress Report,” provides them with the progress of their project. From this app, they know what is going on at all times and it shows how well we are meeting the task at hand. This also gives the owner the ability to get in contact the job supervisor as well as submit change orders or other documents.

For the suburban housing market, our strategy is to target realty groups around Southern California that focus on the development and renovation of suburban homes. We are targeting suburban housing because in the suburbs many houses are built on a new land where sewage lines, pipelines, and electricity cables are designed to provide easy access for construction. This gives us an advantage because as a construction company we are given multiple houses with similar designs and materials which lead to lower pricings for wholesale or mass production. 

 

By connecting with suburban realtors it would be a winning situation for both parties because it can maximize profits and stimulate the housing market. Real estate agents provide clients that we want to help, and we have clients that are looking to sell. Because we often share client bases our partnership can cause both parties to easily expand through shared interest and goals while clients can also find it easier to work with such partnerships. Our strategy is to build lasting, strong relationships with our business partners as well as provide quality work which will benefit this relationship.

Advertising

 

A teaser campaign is an advertising campaign which typically consists of a series of small, cryptic, challenging advertisements that anticipate a larger, full-blown campaign for a product launch or otherwise important event.

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.

CSR is a process with the aim to embrace responsibility for the company's actions and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders and all other members of the public sphere who may also be considered stakeholders.

 

On and Offline Networking: Through on and offline networking we can build genuine relationships

ONLINE

Search Engine Optimization: Optimize your web pages so that search engines like Google, Yahoo and Bing can find you. Search engine optimization (SEO) can increase the chances of potential clients finding you on the internet. Contact a SEO-expert or you can also learn to optimize your web pages yourself.

Groups: forums and communities are another great opportunity to network with other small business owners and/or independents. By joining niche forums and communities, you can build relationship and target your potential clients more efficiently.

 

Search Engine Marketing: Probably you have noticed the little ads under “Sponser Links” when you search on Google. These are paid ads called Google Adwords. You pay an XX amount of money each time someone clicks on your ad. You are allowed to choose the amount you want to pay per click and set a budget. Other search engines like Yahoo and Bing offer similar services.

OFFLINE

Press Release: Press Releases are an excellent way to get your business noticed out there. Press releases must have a newsworthy story about your business that you submit to the media, radio, etc. There are also some websites that publish press releases for free.

Word of Mouth: by providing outstanding services and attention to our clients, they would like to refer us to their friends and other business connections
 

Advertise on our Cars: It is also a great way to market your business. If you drive somewhere and everywhere, people would notice your business’s advertisement on it. Make sure that you put only the most important information such as business name, URL and phone number on your advertisement. Too much information is not easy to remember.

 

Offline Marketing: Our business cards, flyers and brochures can all be included in offline marketing strategies. We can have business cards customized with little or no costs. But we can also make our own business cards and flyers right on our computer with the right publishing software.

Magazines:

-Trade&Business

-Property Plus 

-Good Housekeeping

-Business World
-New Homes
-ENR

Newspapers:
-Daily News (Various cities in SoCal)
-LA Times
-Hysperia Star (Hysperia)
-Valley Signal (Santa Clarita)
-Antelope Valley Press (Palmdale)