The Clear Choice

Glass Door

(e) glassdooragency@gmail.com

(t) 317-750-2539 (Account Executive)

M a r k e t i n g s o l u t i o n s Error! Reference
source not found.

BBB Awareness Campaign

Prepared for:
BSNS 4550- Integrated Branding/Promotion II, Online
January 2014 to May 2014
Anderson University
Dr. Deidra Colvin
Prepared by: GlassDoor Agency
Karr Hill (Account Executive)
Luke McDaniel (Creative Manager)
Boston Fields (Media Manager)
Chelsea Ludwig (Copywriter/Editor)
James Main (Marketing Research)
Megan Morency (Sales/Promotion Manager)
Account Supervisor: Deidra Colvin

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Table of Contents

Team Philosophy

Executive Summary

Industry & Competitor Overview

SWOT Analysis

BBB Overview

Buyer Analysis

Marketing Goals

11

IMC Objectives and Strategies

11

Creative Recommendations

12

Media Plan Recommendations

13

Campaign Flowchart

18

Conclusion

18

References

19

Appendix

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Team Philosophy

Glassdoor Agency works to reflect the value in our clients. Our goal is to bring
light to what each client has to offer its customers. We strive to think outside the
box and implement creativity beyond what our clients would be able to
accomplish on their own or what they have achieved in the past.
In regard to developing BBBs marketing campaign, Glassdoor is focused on
spreading awareness and concentrating on the value that BBB can provide for
its accredited businesses.
Executive Summary
The marketing plan for BBB will target an audience of business owners, primarily
men 35-49, who are ambitious, value ethics and high standards, and seek to
improve and differentiate their businesses. These businesses will primarily be
small (those with fifty or fewer employees) and there will be a primary focus on
contractors and service providers. These businesses have a high degree of
customer contact and are historically the types of businesses consumers inquire
about most often through BBB services. The recommended marketing campaign
start date is June 1, 2014 and is designed to run through July 1, 2014. Based on
acquisitions during the month that can be attributed to this campaign, BBB
could extend the campaign or start it again at a later date. It is designed to be
scalable to any time period and any specific geographical location.
Campaign Objectives
1. There are currently 1,345 ABs in Marion County which means that
increasing the amount of ABs in Marion County by 2 percent is a gain of
27 new ABs. In order to reach this goal, the goal for AB applications
should be double the goal of actual ABs acquired. This allows for
potential ABs that do not complete the application process or are denied
accreditation to count as error in the campaign.
Overall Marion County AB acquisition goal: 27
Overall Marion County AB application goal: 54
2. To increase brand knowledge in the target market - brand awareness is
high but brand knowledge is low.

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3. New AB acquisition is the primary purpose of all creative and media
efforts.

The campaign for BBB is centered on what BBB can do for the accredited
business. It will clearly communicate that BBB accreditation improves visibility
and makes it easier for customers to trust the business. Many people may have
heard of BBB but do not fully understand the services it provides. The proposed
marketing campaign will effectively communicate this message.
The budget Glassdoor was given for the marketing campaign is approximately
$10,000.
The marketing mix and media plan consists of:

Mass Media (radio)

Personal Selling (taking potential clients out to lunch)
Sales Promotion (referral network)
Social Media (Facebook, LinkedIn and Twitter)

Glassdoor Marketing Campaign Budget

(assumes campaign brings in an additional 27 A Bs with 36-49 employees)
(assumes the average A B A nnual Dues Rate of $745)
(assumes 1st year commission at 42%, 2nd year at 10% and 3rd year at 5%)

Average Profit on each New AB

AB net profit Year 1

$ 432.10

AB net profit Year 2

$ 670.50

AB net profit Year 3

$ 707.75

Total 3-Year Income from one new AB

$ 1,810.35

Marketing Expenses
Radio (Mass media advertising)

$ 6,000.00

Personal Selling (out to l unch)

$ 3,000.00

Referral Network

$ 1,000.00

Social Media

$ 500.00

Total Expenses (from marketing campaign)

$ 10,500.00

Anticipated Gross Profit from Marketing Campaign

Gross Profit per 1 New AB i n Year 1

$ 432.00

Total Gross Profit Year 1

$ 11,664.00

Gross Profit per 1 New AB i n Year 2

$ 670.00

Total Gross Profit Year 2

$ 18,090.00

Gross Profit per 1 New AB i n Year 3

$ 707.00

Total Gross Profit Year 3

$ 19,089.00

Grand Total Gross Profit over 3 Years

$ 48,843.00

Return on Marketing Investment

1st Year (short term) ROMI
3-Year (long-term) ROMI

Percentage

Dollar Amount
11.09% $ 1,164.00
465.17% $ 48,843.00

Radio is the most cost-effective way to reach this specific business target market.
The target listens to radio on the way to and from work (during radio drive
times). Those in construction or doing outdoor labor may have the radio on
throughout the day. 60% of the budgeted resources are allocated to radio.

Personal selling is recommended because it is aligned with the qualities of BBB

and it will go a long way toward developing a long-term relationship with new
ABs. It shows that BBB is focused on individual businesses. It makes the pursuit
of more applications very personal and helps the prospective AB feel valued and
important. 30% of the budgeted resources are allocated to personal selling.
Referrals have proven over time to bring in significantly more business. This
approach will help to build credibility of BBB and their work. 10% of the
budgeted resources are allocated to the proposed referral network reward
system.
Social Media will be included in the campaign because it is a component that
BBB serving Central Indiana authorities have shown interest in and want to
explore. Social Media has become a prime marketing tool and the internet is a
quick way to spread news regarding messages, discounts, brand names,
announcements, and more. BBB will not only be reaching a younger generation
through this form of networking, but will also reach many businesses that use
Facebook, LinkedIn, and Twitter as a form of communication.
Major Target Audiences
Business owners who want to improve their business: 30s, men, ambitious,
value ethics. Small businesses with 35-49 employees and under who have a high
degree of customer contact - focus on service and contracted businesses.
Industry & Competitor Overview
Angies List
The mission is to make it incredibly easy for you to hire remarkable local service.
Membership includes access to:

Reviews you can trust on thousands of local service providers.

First-class support from our customer service team.
Deals and discounts from highly-rated providers.
Award-winning content from the Angies List Newsroom

2 most important differentiation points

They offer on the phone service to anyone that calls in during their office
hours.
They have major brand awareness throughout businesses and consumers.

Cost Structure

Monthly $3.75
1 Year Introductory Pricing*
Save 67% $14.99 Reg. $39.00
2 Years
Save 49% $45.99 Reg. $70.00
3 Years
Save 44%$74.99 Reg. $99.00
4 Years Save
44% $100.99 Reg. $125.00

35% of the market posted on Yahoo Finance

Yelp
Mission statement: To connect people with great local businesses.
Values are helping people find local events, food, bars, and things to do.
Most important differentiation points

Mainly word of mouth marketing

Anyone can post something good or bad about a business, mostly
blogging

2 marketing initiatives:

Easy to use
helps take step through finding the topic you are looking for

Cost Structure

Free to join and use Yelp

65% of the market posted on Yahoo Finance

Situation Analysis (SWOT)

Strengths - Internal
1. Name recognition (brand)
2. Unique selling position - standards not
simply information
3. People associate with trust
4. Thorough reports and analysis of
companies
4. 84% retention rate
1. 6. Consistent ethical standards

Weaknesses - Internal
1. Millennials are uninformed about BBB
2. They have neglected to adapt to
societal changes
3. Target market is uninformed
4. Community within the network and
amongst businesses in BBB
5. Poor marketing and communication of
their unique selling position

Opportunities External
1. More external awareness among
millennial and the target market
2. Increasing the amount of community
events and relationships
3. Increasing the desire for businesses to
be a part of the BBB
4. Utilizing opportunities with social media

Threats external
1. Competitors copying their business
model
2. Poor reputation among consumers
3. Trends away from ethical standards as
a society

Better Business Bureau Overview

Vision
An ethical marketplace where buyers and sellers can trust each other.
Mission
To be the leader in advancing marketplace trust. BBB accomplishes this mission
by:

Creating a community of trustworthy businesses

Setting standards for marketplace trust
Encouraging and supporting best practices
Celebrating marketplace role models, and;
Denouncing substandard marketplace behavior

Values: Excellence, Integrity, Trust, Respect

Current Advertising, Sales Promotion, Public Relations, and Direct

Marketing Programs
Logo
Flag
Commercials
Web Page
Social Media
Print Advertisement (window sticker)

Buyer Analysis
Primary Target Market Profile
We would specifically like to reach the decision makers of small businesses or
contracting businesses in Marion County.

Males: Generation X; Age range: 35-55 years old

Non accredited businesses
Small Businesses (<50 employees)
Consumers
Car dealers
Contracting businesses (service oriented)
Business owners/Board members

*According to Rapleaf marketing research report for Central Indiana region*

User Profile

67.5% of our AB decision makers are men

Most/majority of AB decision makers are married
Lower than average amount of the married males have children
91% of the AB decision makers are homeowners (as opposed to
renting a home)
AB decision maker homes are mainly from 100K to 200K (higher than
average)
Household income and length of residence is higher than average
The most common accredited businesses are roofing companies,
construction companies, plumbers, banks, doctors, and attorneys

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The user profile for potential accredited businesses is supported by the

market research report from Rapleaf.

The majority of AB prospects fit into the Generation X, those born Post World
War II and are now ranging in age from 35-55 years old. Their characteristics
include openly acknowledging and embracing social diversity in terms of race,
age, class, ethnicity, socio- economic status, etc. They are also less likely to
idolize leaders and more likely to work toward long-term solutions to problems
using the system in place.
Along with the age and generation characteristics, many of the accredited
businesses acquire accreditation within about 1-5 years of the business being in
operation. This is according to exploratory and convenience research performed
according to the BBB serving Central Indiana website.
Secondary Target Market Profile

The secondary target market recommended for this campaign is the

adult Millennial generation (also known as Generation Y)

This defines people born between 1980 and 2000

They are generally described as more upbeat, confident, and openminded. They are more attuned to technological advances and more
knowledgeable on the uses of technology

Key Influencers: Neighboring businesses, word of mouth, direct competitors,

business associates, other rating sources, quality, and consumers.
Buying Decision Process

Business owners personal knowledge and understanding of BBB

advantages
Consumer awareness of what the seal means Do they use it? Do they
trust it?
Employees of the business What do they think? Would this help
employee morale?
BBBs marketing and outreach efforts Are they able to perform,
educate and influence the decision maker? How well are they
communicating the advantages of BBB Accreditation?
Cost What will it cost? (Is there any return on investment?)

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Competitors Do competing companies use the seal? (If they use it,
maybe we should too).
Standards Are they something we, as a company, value and want to
meet? Will we be able to meet them?

Decision Criteria
Once the decision maker goes through the above questions, they must
decide/consider:

Affordability (price)
Future benefits
Reputation
Responsibilities of being/staying accredited
Marketing Goals

Establish brand knowledge

Obtain 54 AB applications in Marion County
Radio goal is to reach 20 million listeners per day and have a listener
average of 2 hours per day

IMC Objectives and Strategies

The primary objective of this campaign is to develop brand knowledge

The secondary objective is to increase AB applicants and create a better
understanding of how BBB will benefit small businesses along with
creating brand awareness and knowledge for millennials
Selected media will focus on the target market and communicate the
relevance of the advantages of BBB accreditation
Support to back up BBBs promises will come from reliable ABs who
have seen benefits through using BBB and are willing to help spread the
message
We will use a spokesperson or the message will come directly from the
AB because business owners need to be informed on the benefits offered
from BBB accreditation

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The campaign will have a logical appeal in order to communicate why

businesses should become accredited. Accreditation can improve the
company image and reputation. The message should clearly
communicate the relevance and value of accreditation
The campaign will utilize the creative brand (e.g., logo and tagline) that
already is in place for BBB
In order to reach these objectives and execute the strategy, media
utilized are: radio, personal selling, sales promotion, and social media
marketing
Radio formats used will be country music, classic rock, sports talk, and
news talk radio stations based out of Indianapolis
65% of the budget will be concentrated in Marion County, while 35% will
be allocated to the greater Indianapolis area through radio
advertisements
Message strategy is that BBB can improve the visibility of a company and
make it easier for customers to find and trust them
Unbiased company reviews can positively influence the buyers decisionmaking process
Creative Recommendations

Message
The message will use a logical appeal in order to communicate why businesses
should become accredited. Accreditation can improve the company image and
reputation. The message should clearly communicate the relevance and value of
accreditation. Message Appeal is how the advertising stimulates interest and
influences feelings. This campaign will use logical appeal because of the fact
that the business owners are going to want to know why joining BBB would
benefit their image and reputation. The message should communicate clearly
why using BBB is a valuable choice, and the best way to establish trust in the
company is by taking the concerns and efforts of business owners seriously.
Rationale for Creative Recommendations
BBBs slogan is Start with Trust so every decision we make will build upon this
directive.
Creative Executions

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The BBB branding guideline will be used in order to execute the creative
strategy. The focus of this campaign is not brand awareness, but brand
knowledge. The choice of media is about focusing on the target market and
communicating the relevance of the benefits offered by BBB.
Media Plan/Recommendations
Major program elements of the campaign [advertising, PR, sales promo, cause
marketing, social media marketing, Internet/interactive marketing, direct
marketing, personal selling, guerilla tactics, etc.]
1.
2.
3.
4.

Advertising Radio
Personal Selling Out to Lunch
Sales Promotion Referral network
Social Media Marketing Facebook, LinkedIn and Twitter

Advertising Radio
The objective is to obtain 50% of our application targets from radio
advertisements.

60 radio spots for 30 seconds that cost $90/ spot ($6,000)

95.5 FM WFMS Country Radio 20 spots total over the period of a
month
93.1 FM WIBC Talk Radio 20 spots total over the period of a month
1070 AM ESPN The Fan 20 spots total over the period of a month

Refer to the Media Flow Chart (on page 15) for the specific radio spot schedule.

The overall idea for the scheduling of radio spots is to create repetition
instead of spreading out spots over a time period. We are doing this so
that listeners will hear about the BBB more than once in a day, but are not
targeted at times when they do not want to think about work like after
5:00 p.m. and on weekends.
Each of the FM radio stations chosen were in the top 10 most listened to
radio stations in the Indianapolis area; and 1070 AM is the most listened
to sports radio in Indianapolis

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Country radio was chosen because of the values and characteristics

shown by the people who listen to country music. Billboard.com says that
country music listeners are family oriented, tech-savvy and willing to take
risks for a return. The website also shows that country music audience fits
our demographic target market, making country music an easy choice to
use to run radio spots.
Talk radio was chosen because of the audience it attracts. The listeners of
talk radio are generally wealthy with a sense of morality and tend to be
more conservative based on the station we picked.
Sports Talk Radio was chosen because of the generally high education
level of these listeners as well as the interest that business leaders have in
athletics.

Glassdoor also recommends that BBB consider a sponsorship with one of the
selected radio stations as it would potentially increase the level of trust in BBB
since consumers build relationships with the radio station personalities and often
transfer those feelings to companies they sponsor (this is referred to as halo
effect). A sponsorship was not in the $10,000 allocated budget; however, the
additional investment could lead to a better long-term return on marketing
investment for the campaign.
Proposed Radio Spot Copy
Hi, my name is () and my business is accredited with BBB.
As central Indiana business owners, I believe we have a duty to be socially and
morally responsible in the business world as well as be an example for future
generations and business owners to look up to. Our BBB Accreditation shows
our customers that we believe in trust, leadership, and a better tomorrow. Its
our way of showing our customers that they really matter to us.
Better Business Bureau. With accreditation comes trust, with trust comes
customers.
Personal Selling Out to Lunch

Personal selling minimizes media waste, allows for improved marketing

ROI measurement, promotes sales, and boosts word of mouth

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We can go directly to the decision makers of our most promising

prospective businesses and tailor our presentation to their corporate
culture and needs
The objective is to obtain 30% of our application targets from the
personal selling out to lunch approach
It is recommended that the Director of Business Relations lead the Out to
Lunch tactic to approach larger prospects less likely to respond by phone
solicitations
Specifically-targeted prospective ABs will be invited to lunch via phone
or email conversation The goal will be for the Director of Business
Relations to identify attractive prospects and make personal contact with
them and schedule at least one lunch meeting per day for the entire 30day campaign duration.
To implement, the Director of Business Relations can offer to meet the
prospect at a restaurant or bring food to them at their workplace
Expected price for a lunch meeting would be no more than $60 for 4
people
Thirty-five $30 lunches; twenty $70 lunches for a total of 55 lunch
meetings
Lunches will include the delivery of information about BBB, what
accreditation can provide to potential ABs, contact information, and small
BBB gift items (branded pens, etc.)
The main goal is to build a solid relationship with the prospective ABs
targeted for the lunch campaign , ultimately resulting in new BBB
accredited businesses

Sales Promotion Referral Network

65% of new business comes from referrals - New York Times. Creating
high visibility and a strong incentive are key factors in a successful referral
program
An email blast will be sent about the new referral program as well as
featured on the AB page of the BBB website. It would also be

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communicated on social media and would remain a marketing priority
part of marketing for the BBB. The incentive for referring a new business
to become accredited with the BBB is that the business that is referring
will have their fee

The goal is for 20% of new campaign applications to come from referrals.
This program is also designed to create word of mouth, stronger brand
knowledge, and more camaraderie amongst existing accredited
businesses.

It is suggested that BBB offer an incentive to ABs for referring new ABs.
Current ABs will be given $50 credit on their annual payment for each AB they
have referred, up to a maximum of $150 (given for the first three ABs they refer
during the month of promotion
Social Media Facebook, LinkedIn and Twitter

Social Media is primarily a tool that needs to be improved and

maintained in order for the BBB to gain relevancy with their secondary
target market. Using LinkedIn specifically will make more connections in
the primary target market, connecting directly to other businesses or
business contacts.
Social Media can also serve as a reinforcement of the main marketing
tactics (radio, personal selling, and referral network) in the campaign.
Social Media is an effective use of the budget for the marketing
campaign; it just requires time, attention and human resources.
Social Media will serve as a place that ABs and prospects can go to find
information about the BBB quickly and efficiently. It will also serve as an
outlet for the BBB to publicize any news coming from the BBB.

It is suggested that BBB use social media posts to publicly welcome new ABs
and congratulate long-term ABs as they reach significant anniversaries of BBB
accreditation, to recognize what an accomplishment it is for businesses to
uphold BBB standards for 5 years, 10 years, etc.
Posts for social media can be used for all three of these sites. When posting
about what BBB stands for or functions as or what they accomplish, it would be
helpful if the BBB website link were attached to these posts and updates. This

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would allow for anyone interested to conveniently and quickly continue looking
further on the site.
Regarding Facebook, BBB serving Central Indiana should post a new update
once a day (maximum), ideally four posts a week. These posts should focus on
BBB itself or any of its ABs.
It is recommended that the social media campaign include weekly or bi-monthly
posts of pictures featuring BBB serving Central Indiana employees doing
something fun or comedic, or interacting with each other. This will create a more
favorable and fun view of this company, which seems to come across as more
serious and unfamiliar. To reach younger generations, a relationship needs to be
built. People need to not only trust BBB, but to also relate to them at a real
life level. BBB rarely posts pictures on their Facebook page, and this campaign
would attract more attention and more likes. To use social media as an
effective marketing tool, the first step is attracting those initial followers, and this
would be a great way to accomplish that.
The relative emphasis to be placed on each IMC element [including a tentative
% allocation of the budget]

Advertising Radio: 60%

Personal Selling: 30%
Referral Network: 10%
Social Media: 0%

The rationale for not using print advertisements (billboards, posters, etc.),
commercials, Internet marketing, or guerrilla tactics are as follows:
The focus is on the target market. In order for this marketing campaign to be
effective, it is essential that it remains focused on the Marion County area and is
targeted towards the specific audience. Many of these tactics are effective for
brand awareness, but our tactics are focused on brand knowledge and on
reaching a niche market within a small budget. We are intentional about what
will help communicate the BBB message to our audience in the best possible
way and most budget effective way.
This campaign aims to integrate radio ads through country music, sports talk,
and news talk radio stations. We believe that radio is our best fit of medium,
because we can reach a great number of people within the specific target
market. The radio stations recommended are; 95.5 FM, 1070 AM, and 93.1 AM.

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Spots will run three days a week and five times each of those days and will cost
approximately $100 each.
Sixty-five percent of the budget will be concentrated in Marion County, while
thirty-five percent will be allocated to the greater Indianapolis area through
radio advertisements.
Campaign Flowchart
Week 1

Week 2

Week 3

Week 4

M T W T F M T W T F M T W T F M T W T F
Radio
95.5 FM

2 2

2 2

2 2

93.1 FM

2 2

2 2

2 2

1070 AM

2 2

2 2

2 2

Referral Network
Email Blasts
Personal Selling
Out to Lunch

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

Social Media
Twitter

Anytime we have information to be broadcasted to our followers.

Conclusion
BBB is a very widely known accreditation company who has a very wide spread
following nationally. BBBs brand awareness is very high but they would like to
increase brand knowledge and understanding of BBB as well as increase their
AB candidates. Glassdoor has come up with a variety of promotional
recommendations for this campaign that we believe will ensure the best results
for BBB. Through radio advertising, creating a referral network, a series of email
blasts, personal selling and social media usage, we believe that this will help
create a better sense of knowledge of BBB and potentially help draw in the
desired amount of AB applicants.

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References
1. http://www.billboard.com/biz/articles/country/1177554/new-statistics-aboutcountry-music-fans-revealed-at-billboard-country
2. http://stateofthemedia.org/2009/audio-intro/talk-radio/
3. http://www.talkers.com/2011/10/20/qualitative-aspects-of-the-talk-radioaudiences/
4. (https://www.boundless.com/marketing/personal-selling-salespromotion/personal-selling/value-of-personal-selling/)
5.

http://www.referralsaasquatch.com/7-surprising-stats-about-customerreferral-programs/#ixzz2y96raovF

Appendix: Referral Form

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BBB Checklist
Background
o Who we are
o What we do
o What we offer
o Overall goal
Client Background
o # of employees
o Location
o Annual customers
o Interest in BBB*
Build Relationships
o Small talk
o SEAL THE DEAL
Give handouts
o Referral form, brochures, etc.
Real life examples and outcomes from current ABs

Client Facts
Who we are/ do/ offer
o Accreditation
o Goals
o Outcomes/ Benefits
o Mission
o Values
Fun Facts
o % of success rate, etc.
o Dates, how long we have been in business
o Reviews system, how it works
Referral Program ( Handout )
Find us online- social media

Social Media posts for BBB

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(Each category will be used once a week for all four weeks of the campaign)

1) AB Update/Business Recognition
2) Employee Interaction
3) Employee feature
4) Advertising and awareness post for BBB

AB Update/Business Recognition
A loyal and long-time AB picked at random (not necessarily an earned
recognition)
Post a picture of the company building/sign and/or the business owner
Post a short caption or quote about what BBB has done for them (shout out
from AB to BBB) which serves to advertise and benefit both parties
Optional: post a link to related articles or the company website

Employee Interactions
Post a picture of the BBB employees interacting in a fun or engaging way
Examples: out to lunch together, work outings at sports games, etc.

Employee Feature
Picture of featured employee
Caption: how long theyve worked with BBB, position or title, favorite animal
and/or movie

Advertising/Awareness Post for BBB
Are the businesses youre doing business with accredited with BBB? Find
out at (website URL)
Curious about what BBB can do for you? Find out at (website URL)