Despite a 30-year history in the retail lumber and building supply business, Star Building Materials Calgary had never proactively marketed its products and services. In early 2011, the company was re-engineering its business model to address new markets, appeal to a new type of customer, and significantly change its sales mix. With no previous experience in marketing and communications, Star retained Kaszas Communications to provide a marketing communications plan to support the new business plan.
Performed competitive research.
Conducted telephone and in-person interviews with clients representative of Star’s target customer base.
Performed search engine keyword research.
Performed an audit comprising the company’s website, physical storefront, order desk, marketing-relevant systems and human resources.
Developed and wrote a comprehensive marketing and communications plan that covered topics including:
Star Building Materials Calgary says that their marketing plan clarified and crystallized the company’s new direction and provided clear guidance on what needed to be done to attract, retain and grow business with its new target markets. Star immediately rallied around the new positioning strategy and has begun to make operational and retail changes recommended by Kaszas Communications.
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