2024

Marketing Strategy

Phase 1 of 3

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Prepared by Lisa Melone

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• ^{Mission, Vision, Values & Goals 3}
• ^{Customer-Centric Goals 11}
• ^{2024 Branding Refresh 14}
• ^{2024 Marketing Strategy 22}
• ^{Business Development 29}
• ^{Proposed Budget Phase 1 31}
• ^{Thank You 32}

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Table of Contents

Mission, Vision, �Values, & Goals

A company must keep their existing customers satisfied and attract new customers to grow.

Mission

^{What is FQC’s Mission Statement?}

^{Our mission at FQC is excel as a dedicated partner and to deliver unparalleled construction management expertise to all our clients. We are committed to shaping learning environments, community hubs, and public spaces that inspire and transform. With a focus on quality, innovation, and client collaboration, we aim to elevate our clients’ aspirations, enrich the lives of their communities, and leave a lasting legacy of excellence in construction and project management.}

Vision

^{What is FQC’s Vision Statement?}

^{We aspire to shape the future of the industry by consistently delivering superior construction solutions that transform ideas into reality. We envision a future where our construction projects become pillars of strength and sources of inspiration within the communities they serve. We see a tomorrow where our team thrives on the relentless pursuit of excellence, consistently pushing boundaries to deliver unmatched quality and value. We aim to create a legacy of service that resonates in every project we undertake. Through our dedication to quality, sustainability, and forward-thinking practices, we aim to leave an enduring mark on the built environment, while continually exceeding the expectations of our clients and partners.}

Values

^{What are FQC’s Core Values?}

^{“Partnering with FQC means a commitment to honest, straightforward, candid communication that is always in the best interests of the client, the project, and the team. We provide continuous feedback, and work tirelessly with a proactive mindset, to help our clients create a facility they can be proud of now and in the future. Our work is not completed until the project exceeds your expectations.”}

Goals

^{What are FQC’s Goals?}

^{FQC is driven by a set of core values that guide our mission to shape the future of the construction industry. We have set forth the following ambitious goals to align with these values and lead us towards our vision:}

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1. ^{Consistently Deliver Superior Solutions: We commit to consistently delivering superior construction solutions that exceed industry standards and transform visionary ideas into tangible reality.}

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• ^{Community-Centric Impact: Our goal is to actively engage with and uplift local communities, ensuring that our projects have a positive and lasting impact on the well-being and prosperity of those we serve.}

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• ^{Foster a Culture of Excellence: Our team is at the heart of our success. Our goal is to cultivate a culture of excellence that encourages our staff to thrive in their roles, pushing boundaries and consistently delivering unparalleled quality and value to our clients.}

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• ^{Legacy of Exceptional Service: Our goal is to be remembered not only for the structures we build but also for the trust, integrity, and dedication with which we approach each project. We aim to be the go-to construction firm for clients seeking a legacy of excellence.}

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• ^{Sustainability and Forward-Thinking: Our goal is to lead the industry in sustainable construction methods, reducing our environmental footprint, and contributing to a greener future. We will continuously seek and implement innovative solutions that reflect the latest advancements in construction technology and sustainable practices.}

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• ^{Exceed Client and Partner Expectations: Our goal is to consistently exceed the expectations of our clients and partners. We are committed to fostering long-lasting relationships built on trust, integrity, and a commitment to delivering outstanding results.}

^{We now have a tagline - “Building the Future Together” - that can be incorporated �into our brand strategy and overall marketing efforts.}

^{Let’s articulate our value in 5-7 words - Just enough to spark interest...}

^{Frederick Quinn Corporation (FQC) is committed to “Building the Future Together”}

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^{What is Our Unique Selling Point or Proposition?}

^{Frederick Quinn Corporation has consistently delivered quality construction management services while maintaining or coming in under the estimated budget. FQC is an expert when it comes to execution and providing services to clients that solve their problems and meet their needs in a timely fashion. Our clients are consistently giving FQC a high satisfaction rating at all stages of their project.}

^{What is a Fundamentally Special Thing About The Services We offer Compared to Competitors?}

^{As a company, we can offer personal, technical, and experiential benefits to the client that enhance their overall experience with FQC as the construction manager. Adding any key touch-points throughout the process is a nice way of reminding the client you are in touch with their needs and that any concerns are addressed as soon as possible.}

Technical Benefits

^{Reduced Operational Downtime:}

^{For commercial or institutional clients, completing construction projects on schedule minimizes operational downtime. This is critical for businesses, schools, and organizations that rely on uninterrupted operations.}

^{Return on Investment (ROI):}

^{Completing a project on or under budget increases the client’s ROI. The financial gains from cost savings can be reinvested into the project or other initiatives, maximizing the return.}

^{Contractual Compliance:}

^{Staying on budget and on schedule ensures that the construction management company complies with contractual obligations.}

^{Efficient Project Delivery:}

^{On-schedule completion demonstrates the construction management company’s proficiency in project planning and execution. Clients benefit from the timely delivery of their project, minimizing disruptions and delays.}

^{Quality Assurance:}

^{A construction management company that consistently stays on or under budget is likely to maintain a high level of quality throughout the project.}

^{Risk Mitigation: �Staying on budget reduces financial risks associated with the project. Clients are less likely to face disputes, claims, or cost overruns, which can lead to legal or financial challenges.}

^{Improved Cash Flow: �Clients can accurately plan their expenditures and revenues, avoiding cash flow gaps or financial strains.}

^{Minimal Business Disruptions:}

^{Timely project completion reduces disruptions to clients’ daily operations, which is especially important for projects that impact existing facilities or services.}

Personal Benefits

^{Favorable Loan Terms:}

^{Lenders are more likely to offer favorable interest rates and loan conditions to clients with a proven track record of efficient cost management.}

^{Cost Efficiency:}

^{When a construction management company minimizes waste, optimizes resource allocation, and negotiates favorable contracts, clients can expect reduced construction costs.}

^{Enhanced ROI:}

^{Lower construction costs contribute to a higher return on investment (ROI).}

^{Long-Term Relationships:}

^{A construction management company that consistently saves money and demonstrates dedication to the client’s financial interests can build a foundation for a long-term partnership.}

^{Improved Reputation:}

^{Completing projects under budget reflects positively on the client’s financial stewardship and can attract additional stakeholders or partnerships.}

^{Stress Reduction:}

^{Knowing that the construction management company is adept at saving money can reduce stress for the client.}

^{Project Scope Expansion:}

^{With money saved on the current project, clients may have the opportunity to expand the project scope or invest in additional features or upgrades.}

^{Increased Financial Predictability:}

^{Consistent cost savings provide clients with greater financial predictability.}

Experiential Benefits

^{Improved Collaboration:}

^{Personal touch points facilitate collaboration between the client and the construction management company. Clients feel more connected to the project team and are more likely to collaborate effectively.}

^{Experiential Value:}

^{Personal touch points provide experiential value beyond the project’s technical aspects. Clients remember positive experiences and are more likely to choose the construction management company for future �endeavors.}

^{Increased Trust:}

^{Personal touch points build trust by demonstrating the construction management company’s commitment to keeping clients informed and involved. Clients are more likely to trust a partner who engages with them on a personal level.}

^{Client Loyalty:}

^{Clients who receive a high level of attention and personalized engagement are more likely to remain loyal to the construction management company, even for future projects.}

^Empowerment:

^{Clients who receive regular updates and are invited to events feel empowered. They have a deeper understanding of the project, which can boost their confidence in making decisions.}

^{Alignment of Expectations:}

^{Regular updates help align client expectations with project progress and outcomes. This reduces the potential for misunderstandings and ensures that clients have realistic expectations.}

^{Client Satisfaction:}

^{Enhanced communication and engagement contribute to overall client satisfaction. Satisfied clients are more likely to have a positive perception of the project and the construction management company.}

^{Stronger Relationships:}

^{Personal touch points foster stronger client-provider relationships. Clients view the construction management company as a partner rather than a service provider, leading to long-term partnerships.}

2024 Brand Refresh

^{Statement of Purpose:}

^{The purpose of this new brand strategy is to enhance FQC’s brand image, positioning, and visibility in the Midwest’s construction industry. By redefining our brand, we aim to attract new clients, retain existing ones, and strengthen our reputation as a premier construction management service provider. The brand image should be clean and be reflected across all lines of communication.}

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^{Once established, the full brand launch will}

^{happen most likely third}

^{quarter in 2024.}

^{Re-branding for a FRESH Look}

^Historical:

^{FQC has been providing construction management services to libraries, park districts, municipal, government, and educational institutions in the Midwest since 1980. As part of our continuous commitment to excellence and growth, we recognize the need to revamp our brand strategy to better align with our goals and to establish a stronger presence in the market.}

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^{Frederick Quinn Corp has not had a change in branding in over a decade or more. It is important that a brand occasionally revamps to realign with the market and present a fresh face to clients looking to select a construction manager for their next project. Forward thinking marketing will help shape the face of Frederick Quinn Corporation, and the planning pages on the following slides are a big part of that.}

^{Visual Identity Enhancement}

^{Frederick Quinn Corporation is known in the industry for providing top notch service in the sectors they operate in. But as most companies evolve, so do their branding and marketing materials. It is time to give the old FQC brand a modern refresh, and to do that, we need to evaluate a new logo option, color palettes, and develop brand guidelines on how the brand identity will be portrayed. The following pages go over a few options that have been created for consideration.}

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• ^{Color Palette and Typography: We will develop a color palette and typography styles that evoke trust, professionalism, and innovation. The colors selected will be utilized on logos, typography enhancements, and design elements created for the use of all client facing materials including collateral and web-based initiatives.}
• ^{Logo Redesign: A modernized logo is needed, reflecting our updated brand identity while preserving elements that convey our history and experience. This modernized logo will become the new face of the company, showcased on Request for Qualifications, Interview Presentations, company branded materials, internal and outfacing programs, and more.}
• ^{Brand Guidelines Development: Once the brand identity has been established, comprehensive brand guidelines will be established to maintain visual consistency across all marketing materials, ensuring a cohesive brand image. This will include templatizing certain materials in ensure consistency and brand adherence.}

^{Color Palette Explained:}

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^{Light Shades: Use this color as the background for your dark-on-light designs, or the text color of an inverted design.}

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^{Light accent: Accent colors can be used to bring attention to design elements by contrasting with the rest of the palette.}

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^{Main brand color: This color should be eye-catching but not harsh. It can be liberally applied to your layout as its main identity.}

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^{Dark accent: Another accent color to consider. Not all colors have to be used - sometimes a simple color scheme works best.}

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^{Dark shades: Use as the text color for dark-on-light designs, or as the background for inverted designs.}

^{Visual Identity Enhancement: Typography}

^{Typography plays an essential part in creating your brand’s identity, especially when using your name as part of the logo. When using typography in a logo, you want something easy to read, recognize from a distance, and designed with flair.}

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^{After deciding on the typography for the logo, clear brand standards will be established for Headlines, Body Text, Subtitles, etc., which will each have their own typography sets.}

^{Visual Identity Enhancement: Logo Options}

^{Visual Identity Enhancement: Brand Development}

Sample Brochure

Sample Case Study

Sample Building Banner

Sample Biz Cards

^{Visual Identity Enhancement: On-Site Signage}

Sample Site Signage

Sample Fence Banner Signage (can add partner logo as well)

Sample Site Signage

Sample Site Signage

2024

Marketing Strategy

Phase 1 of 3

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^{What is the Marketing �Strategy for 2024?}

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^{What are the Marketing Goals for 2024?}

1. ^{Gain new customers in the sectors that FQC excels in, such as Libraries, Recreational, Educational, and Municipal.}
2. ^{Improve existing relationships with current clients through increased communication and personalized touch points throughout the building process.}
3. ^{Evaluate current brand strategy and implement new branding refresh across all channels, including on the web site; collateral no later Q3.}
4. ^{Track ROI and measure investment based on increase in traffic, followers, engagement, etc. Strive for a 15% increase in brand awareness after the new brand launches. Utilize current marketing numbers and traffic as baseline measurement.}
5. ^{Create advertising campaigns that align with new brand strategy to increase consumer awareness of FQC and their services in the construction industry.}

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^{Monitoring and Evaluation KPIs and Metrics:}

^{Key performance indicators (KPIs) will be established to measure the effectiveness of the brand strategy, including website traffic, lead generation, and client satisfaction. Google Analytics will play a big role in tracking our online initiatives. Email campaigns can be tracked by open rates.}

^{“Google analytics is used by 52% of the internet to track performance against business goals.” –}

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^{Michael Taylor, COO Ladder.io}

^{Online Presence and Website}

^{Website Redesign: Our website will undergo a complete overhaul to reflect our updated brand identity and provide an intuitive user experience. The goal will be to give the user enough information to make an informed decision based on FQC’s portfolio, case studies, and testimonials. ��The user interface may also include a portal for clients to access private pages featuring information on their specific projects in progress. This would be a separate web development exercise and is considered separate from this phase of the marketing plan.}

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^{SEO Optimization: To improve online visibility, we will implement SEO best practices to ensure that our website ranks higher in search engine results. We will employ the use of Google Analytics when our site is rebuilt to track traffic and other important metrics against our business goals and new brand strategy.}

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^{Content Strategy: A content strategy that positions us as thought leaders in our niche specialties will be developed, including blogs, case studies, and educational resources. We will make these resources available free of charge through our web site, but we will capture the user’s information in return.}

^{Social Media & Content Marketing}

^{“People are 71% more likely to make a purchase based on a social media referral.” –}

^{Mike Ewing – HubSpot}

1. ^{Social Media Platforms Selection: We will strategically choose social media platforms that align with our target audience and brand objectives. Specifically, Instagram, YouTube, and LinkedIn. Utilizing these three platforms, along with Hootsuite, will allow us to engage with potential clients at peak user times throughout the week.}
2. ^{Content Calendar: A content calendar will be created to maintain consistent engagement with our audience, including branding campaigns and educational content. Content should be relevant, timely and strategic. Scheduling in advance through Hootsuite will minimize the last-minute rush or missed post.}
3. ^{Engagement Strategies: We will employ engagement strategies such as competitions, polls, and user-generated content to foster a sense of community and loyalty. These multi-platform campaigns will also drive traffic back to the web site through strategic linking.}

^{Client Engagement and Outreach}

^{Client-Centric Approach: A client-centric approach will be embedded in our processes to ensure client satisfaction at every stage of the project. The more feedback we receive from clients, the better we can pivot strategies or add additional touch points when needed. Putting the client first shows them that we have their best interests in mind.}

^{Networking and Partnerships: We will actively seek partnerships with relevant industry organizations (professional memberships, etc.) and network with potential clients to expand our client base. See further details under the Business Development section of this plan.}

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^{Case Studies and Testimonials: Compelling case studies and client testimonials will be prominently featured to showcase our successful projects and satisfied clients online and in collateral pieces. Special collateral may be created for trade shows and other special events.}

^{Case studies can be available online via download once someone enters their information, thus giving us a ROI as we capture that person's email and potential for marketing to them.}

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^{Employee Training & Buy-In}

1. ^{Internal Communications: We will communicate the new brand strategy internally, ensuring that all team members understand and align with the new brand direction. The phased roll-out will affect all members of the organization, so it is vital that everyone participates in the training module.}

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• ^{Training Programs: Training programs will be implemented to equip employees with the skills and knowledge needed to embody the brand values and deliver on the brand promise. This will be going over company mission, vision, and values statements as dictated by the brand strategy. ��Each employee will know what their role is in delivering on the brand promises to clients, and they may have the opportunity to then ask questions. Invest in the training and certification of your team to ensure they are well-equipped to address the specific needs and regulations of your target sectors.}

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• ^{Brand Advocacy: We will encourage employees to become brand advocates, actively promoting the new brand strategy within and outside the organization. Supporting employee participation in business related social media activities is a key part to the organization’s growth and recognition.}

Business Development

^{“People are social creatures. They yearn for community. They want to feel like they belong.”}

^{Erik Huberman – Hawke Media}

^{Trade Shows & Events}

^{Conferences to Exhibit in 2024:}

• ^{IAPD – January 25-27, 2024}
• ^{Paid sponsorship – $2,000 Beverage Sponsor at Friday Night Social}
• ^{ILA (October 8-10, 2024 - Peoria Civic Center, Peoria)}
• ^{IASBO Chicago (November 2024 date TBD)}
• ^{Set Aside $3,000 for possible sponsorship}
• ^{Chicago Build Expo (McCormick Place – October 22-23, 2024)}
• ^{Set Aside $5,000 for possible sponsorship}

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^{Conferences to Attend in 2024 (If we don’t exhibit):}

^{The purpose of attending these conferences is to be able to network with people in the industry and to generate additional business leads. I personally would like to attend to go to some of the seminars and networking events.}

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• ^{Chicago Build Expo (McCormick Place – October 22-23, 2024)}

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^{Professional Memberships:}

^{Continue the following memberships for 2024:}

• ^{IASBO – Illinois Association of School Board Officials (6/30/24 expiration)}
• ^{IASB – Illinois Association of School Boards (6/30/24 expiration)}
• ^{IASA – Illinois Association of School Administrators (6/30/24 expiration)}
• ^{ILA – Illinois Library Association (6/30/24 expiration)}
• ^{IAPD – Illinois Association of Park Districts (12/2023 expiration)}
• ^{IPRA – Illinois Parks and Recreation Association (12/2023 expiration)}
• ^{ICP – Illinois Chiefs of Police (12/2023 expiration)}
• ^{USGBC – NOT CURRENT}

^{Phase 1 Budget}

^{“It is typical for B2B companies to spend UP TO 5% of their revenue on marketing initiatives.” –}

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^{Goldie Chan, Digital Marketing Expert and Keynote Speaker for LinkedIn}

*Final total of investment for Phase 1 is TBD on quotes obtained for 2024

^{Are there costs that are not accounted for?}

• ^{Freelance work may be needed in phases 1 & 2 for the brand identity.}
• ^{Potential cost for Client facing website build-out and hosting – making reports available to clients in phase 2.}
• ^{Advertising and public relations costs will be included in phase 2 of this implementation plan and are not included in phase 1.}
• ^{Any funds leftover from phase 1 can be reviewed and reinvested into advertising opportunities in phase 2.}
• ^{Phase 3 budget will be determined by the implementation and structure of phase 2.}
• ^{Sponsorship opportunities that we may want to take into consideration for the conferences we are attending vary in cost based on what is available and previous year’s participation. I averaged the cost of what we have done in the past to arrive at that number.}

^{THANK YOU!!}

^{I appreciate your time and consideration into the marketing proposal for 2024. I have done my best to take in account goals that FQC may have for the immediate and long-term future of the company. This compilation is meant to spark conversations and further ideas from the team, and by no means is set in stone.}

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^{If approved, I would like to move forward with the branding refresh exploration right away. I feel that the current marketing is severely lacking or is outdated and that this brand refresh is going to reinvigorate FQC in many ways. I hope that the refresh will be the face of the company for years to come, and that the investment we make into the company moving forward will bring more clients to the business for the long term. I am confident in FQC’s skills and project leaders, and I firmly believe that by beginning phase 1 of this plan, the company will feel more modern, work more efficiently, and be able to promote the brand image you envision portraying.}

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^{I would like to discuss this proposal formally after you have time to review. Please let me know when we can meet to finalize some of the information presented within this marketing strategy. Thank you again for your consideration.}

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^Sincerely,

^{Lisa Melone}

^{Marketing Coordinator/ Admin Assistant}