existing buildings digital marketing strategy -...
Transcript of existing buildings digital marketing strategy -...
business description company overview
Norman Disney & Young (NDY) is an Engineering Consultancy committed to excellence in sustainability and energy efficiency for the built environment.
With offices across Australia, New Zealand & the UK our reach is as broad as our service offerings.
A new strategic focus for NDY is Existing Buildings; facilities already in operation.
Upgrade work and optimization can return increased capital value, reduced operational costs and better tenancy rates to facilities.
brand brief minimum viable personality
How can NDY change my customer’s life?
Providing innovation that delivers best solutions, not just the required outcomes.
What does NDY stand for?
Efficiency Overstepping the boundaries of function and finding optimal operation.
What does NDY hate?
Waste Wasted energy, wasted resources and wasted opportunity to improve upon solutions.
brand brief values
Efficiency
Everything can be improved upon
Collaboration
We take pride in our role
Excellence
Delivering quality
brand brief mission
At NDY we believe in more efficient built environments. Through efficiency we are able to provide skylines that take less and
return more to the community, tenants and stakeholders.
NDY collaborates in the built environment to deliver projects that don’t just meet requirements but set new standards. We do this through technical excellence
in engineering and a thorough pursuit of best possible solutions.
brand brief existing buildings
Existing Buildings can be broken down in to 3 segments:
Major Upgrades
Buildings existing in their current state for 15+ years that have energy ratings below 3 stars
Minor upgrades
Buildings existing in their current state for 7+ years for which minor upgrades could deliver significant benefits
Facility Optimisation
Buildings that have been in operation for over 2 years
brand brief existing buildings
This Digital Marketing Strategy will focus on:
Facility Optimisation
Facility Optimisation can provide inside leads and feed Major and Minor Upgrade work.
lean canvas facility optimisation
Problems » Tenant Retention
» Tenant complaints
» Putting out spot fires.
» Operational costs
» Upgrade costs
Alternatives » BMS providers
» Commission based add-ons
Solutions » Upkeep reduces upgrade/
maintenance frequency
» Optimisation treats facility big picture freeing FMs up to focus on day-to-day
» Optimisation savings can extend BMS life and provide savings towards eventual upgrade
Value Proposition » For Facility Managers who
manage a high functioning facility, NDY has BMS experts that can tune your facility to reduce operational costs. Unlike BMS providers NDY’s expert are independent, providing unbiased advice.
High level proposition » Mercedes service centre for
Facilities.
Unfair Advantage » One of Australia’s biggest
users of NABERS and Green Star rating tools, NDY a leader in work with Energy Efficient buildings.
Customers » Facility Owners
» Property Managers
» Facility Managers
Key Metric » Operational savings
Channels » EDM
» Social Media: Linkedin, Twitter
» Native/Affiliate
» Retargeting
» Web Advertising
Cost Structures » Fee based
For consideration: » Subscription based services
» Portfolio packaging
Revenue Streams: » Consultancy Work
» Internal consulting
Possible: » Major & Minor Upgrade work leads (commission)
customer personas facility owner
Jeff Brooks is part of a consortium that owns several commercial buildings in Melbourne. These properties are viewed solely as investments and as a group they will not spend money on any of the buildings they don’t have to unless it makes business sense. Jeff and the consortium rely on their property manager to provide them with recommendations for expenditures, but mostly they will only make them when they see a strong business case that could make them money or save them money in the long term.
Key motivator: Money
Influences: Peers, Publications (Financial Review), Advisors (Property Manager).
Pains: Financial loss, costly decision making, economic activity
Gains: Trusted advice, high tenancy rates, increased capital value
customer personas property manager
Mike Jenkins is a Property Manager who has an extensive portfolio, each being looked after by a Facility Manager. Each of these Facility Managers reports to him and any cases where significant expenditure is required he must present this to the facility owners. Mike is managing many facilities, his time is stretched thinly and answers to many people. Mike values trust, as anyone he employs that can deliver to him with minimal management is of great value.
Key motivator: Time & Trust
Influencers: Facility Owners, Facility Managers, Peers.
Pains: Complications, people who need constant management, time poor.
Gains: Solutions he does not need to oversee, highly capable employees, keeping costs/expenditure down.
customer personas facility manager
Barry Pinter is a Facility Manager for a 10 year old, 20 story building in Melbourne’s CBD. His day starts as early as 5.30am to ensure there are no complications, he is constantly on call and it is not uncommon for him to have to be out on site during late hours to attend to issues. His responsibilities are many and on any given day a number of service technicians can be on site running inspections and audits.
Key Motivator: Resolving issues
Influencers: Property Manager, Tenants, Publications (FM mag)
Pains: Tenant complaints, time poor, sticking to schedule.
Gains: Time saving, preventative and predictive solutions, assistance (someone on their side, not another they need to keep tabs on).
marketing strategy customer journey
Awareness Consideration Purchase Retention Advocacy
» Online advertising » Email » Linkedin Groups » Social Media » SEO
predominantly paid & earned media
» Linkedin Advertising » Affiliate Marketing » EDMs » Information Sessions » Articles » Retargeting
predominantly earned & owned media
» Website enquiries » Direct contact » ROI reporting
» Case Studies » White Papers » Exclusive Events » Videos
predominantly owned media
» Social Media » Newsletter » Blog » Case Study
(own projects) » Event +1
marketing strategy objectives
Primary Objective
Obtain one building optimisation project from each of the top 5 major Property Management Firms’ portfolios in 2 years
(Lend Lease, Knight Frank, JLL etc.)
Secondary Objective
Build awareness of the NDY brand as an independent advisor in the Existing Building space.
Book out 5 information sessions (10-20 attendees each) Obtain email signups of 100 Facility Managers and 20 Property Managers
Create Linkedin Group with 500 followers within 1 year
marketing strategy strategic initiatives
Primary Objective: Obtain project from top 5
Initiative 1: PM Information Session
Initiative 2: Free ROI reporting
Tactic 1.1 Email Marketing
Tactic 2.1 Email Marketing
Tactic 1.2 Social Media
Tactic 2.2 Retargeting
marketing strategy strategic initiatives
Secondary Objective: Brand Awareness
Initiative 3: FM Breakfast seminars
Initiative 4: Owned/Earned Content
Tactic 3.1 Email Marketing
Tactic 4.1 Native Marketing
Tactic 3.2 Social Media
Tactic 4.2 Blog engagement
marketing strategy tactic 1.1 customer journey
Awareness Consideration Purchase Retention Advocacy
EDM Infographic/Article on topic of Facility Optimisation Metrics: Open/Click rate, time on page, contact KPIs: Contact/registration
Exclusive Email Invite Metrics: Open/Click rate KPIs: Enquiries/registration
Information Session Metrics: Attendance KPIs: Leads
Newsletter Metrics: Opens/clicks KPIs: Enquiries
Direct contact from leads. Metrics: Number of facilities KPIs: Fees
From reporting create a case study of project
Metrics: Views, time on page, SM metrics
KPIs: Shares/backlinks
marketing strategy tactic 1.1
Awareness
EDM Infographic/Article on topic of Facility Optimisation Metrics: Open/Click rate, time on page, contact KPIs: Contact/registration
Testing
Confirmation email
TestingA/B Testing
KPIs 35% open rate 10% click rate
KPIs 2min time on page 5% click through
KPIs 3% conversion rate
CONGRATULATIONS YOUR FREE INFORMATION
SESSION IS BOOKEDNDY will be in touch with you shortly
to confirm your booking
20/04/2015
ADD TO CALENDER
INVITE COLLEGUES
FREE FACILITY OPTIMISATION INFORMATION SESSION
ONLY 4 AVAILABLE
BOOK NOW
Talk to NDY’s BMS expert Bryce Andersonfor independent and unbiased adviceabout optimising your building management system.
T 03 9862 6849 M 0450 021 674E [email protected] www.ndy.com
5 WAYS TO OPTIMISE YOURBUILDING MANAGEMENT SYSTEM (BMS)
WITHOUT THE COST OF UPGRADINGHANDY HINTS TO GET MORE SAVINGS FROM YOUR BMS
Do you know what your service technician is doing each visit?Direct your technician to focus on maintenance that saves money.
BMS MAINTENANCE
Is any system truly open?
OPEN SYSTEMS
In some cases ‘new technology’ doesn’t actually do anything your existing system can’t already do itself, knowing your BMS’sown capabilities can save you time andmoney on unnecessary technologies.
NEW TECHNOLOGY
Sometimes the expense of an upgrade does not translate to energy savings. Audit your system to determine whether upgrades are necessary or if tuning and optimisation can convert to more energy saved and less money spent.
SAVE YOUR MONEY: DON’T UPGRADE
OPTIMISATIONIs your BMS evolving and improving each year? By auditing and optimising your control system you can turn �ve years energy savings into cash towards a new system or future projects.
© NDY Group 2015
marketing strategy tactic 1.1
TestingA/B Testing A/B Testing
Consideration
Exclusive Email Invite Metrics: Open/Click rate KPIs: Enquiries/registration
Information Session Metrics: Attendance KPIs: Leads
KPIs 45% open rate 20% click rate
KPIs 45% open rate
20% conversion
KPIs 100% open rate 25% click rate
3 left
marketing strategy tactic 1.1
A/B Testing
Retention
Newsletter Metrics: Opens/clicks KPIs: Enquiries
FACILITY OPTIMISATIONNEWSLETTER
KPIs 20% open rate 5% click rate
marketing strategy tactic 1.1
A/B Testing
IN THE SPOTLIGHTCASE STUDY
Advocacy
From reporting create a case study of project
Metrics: Views, time on page, SM metrics
KPIs: Shares/backlinks
Case studies to tell a story of corporate
responsibility and forward thinking by the client and
project management/facility management.
Shareable content.
KPIs 40% open rate 20% click rate
marketing strategy content marketing plan
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
FM Hint/tips
Infographic
PM Case Study
FM Insights
PM Optimisation
Insight
FM Fortnightly Newsletter
PM Monthly
Newsletter
Shared Content
Shared Content
Shared Content
Shared Content
Start Group Discussion
TopicConverse
*All Facility Manager related workday posts to be posted at 5am, before their day starts.
marketing strategy key marketing findings
KeywordsEnergy Efficiency
$6.20 ($2.58 Melb)
Building Management System $5.85
Building Efficiency $4.95
Most of these keyword searches have an average of 10 - 200 searches per month. A limitted budget would
be set for testing.
Native Advertising
FM Magazine
Affiliate Marketing
Facility Management Blog http://www.facilitymanagementblog.com.au/
Facility Executive http://facilityexecutive.com/facilityblog/
Facility Dude http://facilitydude.com/blog/
Linkedin Groups