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University
Shawnee State University
Major
Marketing
Presentation Types
Oral Group Presentation
Keywords:
Marketing, Expansion, Strategic, Contractor
Abstract
A rural business expanding into two larger suburban and metropolitan markets presents multiple challenges to elevate brand awareness and be a part of the consideration and conversion phases of the consumer decision-making process. In this agency project case, a roofing and contracting company is attempting to re-brand itself with a new name and open two new locations more than 120 miles apart. The markets differ notably from the company’s current headquarters territory. A targeted strategic marketing plan is suggested for three key segments with sample messaging in multimedia, some digital, some traditional, to boost awareness of the new brand.
Human Subjects
no
IRB Approval
no
Faculty Mentor Name
Jason Lovins
Faculty Mentor Title
Assistant Professor of Marketing
Faculty Mentor Academic Department
School of Business
Recommended Citation
Tomlinson, Kade; Madden, Emma; Wolford, Anthony; and Caudill, Brayden, "Strategic Engagement Planning for Contractor’s Territory Expansion: Blu Building Agency Project" (2023). Celebration of Scholarship. 3.
https://digitalcommons.shawnee.edu/cos/2023/Day5/3
Strategic Engagement Planning for Contractor’s Territory Expansion: Blu Building Agency Project
A rural business expanding into two larger suburban and metropolitan markets presents multiple challenges to elevate brand awareness and be a part of the consideration and conversion phases of the consumer decision-making process. In this agency project case, a roofing and contracting company is attempting to re-brand itself with a new name and open two new locations more than 120 miles apart. The markets differ notably from the company’s current headquarters territory. A targeted strategic marketing plan is suggested for three key segments with sample messaging in multimedia, some digital, some traditional, to boost awareness of the new brand.