Jade Pint

Nicole Villarreal
Nick Mitchell
 TABLE OF CONTENTS

About/Target Audience …………………………………………………………………………..2

Competitive Analysis…………………………………………………………………………..….3

Goals………………………………………………………………………….…………………...4

Budget………………………………………………………………………..……………………8

Sample Posts………………………………………………………..……………………………..9

Contact List…………………………………………………………………………………........14

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 ABOUT

Garage Door Solutions of Iowa was opened in 1990 by Jeff Cutsforth and is based out of

Waterloo, Iowa. They offer services within a 50 mile radius of Waterloo. Their services include

new residential garage door installation and repair, torsion spring replacement, garage door

sensors, garage door openers, opener repair and installation and broken garage door spring

repair. They service all makes and models of garage doors.

For over 25 years, Garage Door Solutions of Iowa has prided itself on building

relationships with customers based on trust and providing services at an honest price. With

only two employees, Jeff, and his wife, Lynne, they’re allowed to be competitively priced and

offer free estimates. They are apart of The Landlords of Black Hawk, a non-profit association

dedicated to providing networking opportunities and education to landlords and real estate

investors in Iowa.

TARGET AUDIENCE

Primary audience:

● Homeowners; ages 25-55

● Families

Secondary audience:

● Landlords, apartment complexes, senior homes

● Homeowners over the age of 55

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 COMPETITIVE ANALYSIS

Garage Door Solutions of Iowa has two main direct competitors: ​Overhead Door

Company of Waterloo​ and ​Christie Door Company

Overhead Door of Waterloo

Overhead Door Company of Waterloo is a corporate owned company that opened in

1921 with the Waterloo location opening in 1957. It is the oldest garage door manufacturer in

the world. Their slogan is, “The Genuine. The Original.” They service and install residential and

commercial garage doors and offer insulated, steel and counter doors. Estimates are free.

Overhead Door Company’s social media presence is well established. There are corporate

Facebook, Twitter and Youtube accounts which include how-to videos, contests and photos.

The Overhead Door Company of Waterloo only has a its own Facebook account which has 86

likes, no reviews and minimal photos uploaded.

Christie Door Company

Christie Door Company has been serving Eastern Iowa since 1952. Their services include

installing and repairing residential and commercial garage doors, modular flooring and garage

door openers and remotes. Christie Door Company’s social media presence is limited with just a

website and Facebook account. Their website is hard to navigate with numerous tabs and

limited information. Their Facebook page has 328 likes and overall good reviews. They have a

photo album titled, “Customer Photos” which displays pictures of finished projects done by

Christie Door Company. They also have a 30 second jingle which has been uploaded as a video

on their Facebook page.

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 GOALS

3 Key Goals

● New Client Wins

● Social Media Plan

● Seasonal Marketing Strategy

Goal 1: New Client Wins.

Strategy 1: ​Make your company name stand out to potential customers.

Tactic A​: Create a jingle

● This would need to short and catchy; something that can be easily

remembered.

● This jingle can air on a popular radio station during peak listening

times, morning commute and evening commute.

Tactic B: ​Introduction Video

● By creating an introduction video featuring Jeff and the new

jingle it would allow new clients to meet the company in a

creative and personal way.

● This would send the message to new clients that the business is

local, family owned.

● This is also an opportunity to share with clients the incredibly low

price of your garage doors, compared to competitors.

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Goal 2: Create Social Media Campaign.

Strategy 1​: Generate more Facebook Likes.

Tactic A​: Create Facebook Contest.

● This could be a like, share, & comment contest in which followers

would be entered to win a prize after liking, sharing, and

commenting on a post.

● Prizes could include a free garage door accessory upgrade, yearly

inspection, gift cards, etc.

Tactic B​: Facebook paid promotion

● Promote the Facebook page by paying a small daily fee. For

example, for $2.00, a page is estimated to generate 2-7 likes per

day.

For $5.00 per day, Facebook estimates that a page can generate 4-17 likes per day. For $10.00, a page can
generate 9-34 likes and so on. A company can choose to have their page promoted for 7, 14 or 28 days. Therefore,
if one were to decide to promote their page for 7 days at $5.00 per day, it would cost $35.00 total and they would
generate between 28-119 likes.

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 Tactic C​: Facebook Insight

● Allows businesses to see which posts are generating more activity

than others. Use this to determine which posts you would like to

promote.

Strategy 2: ​Create Instagram Account

Tactic A: ​Post before and after photos of client’s garage doors.

Tactic B: ​Share Instagram photos to Facebook.

Strategy 3:​ Hootsuite

Tactic A:​ Use to manage Facebook and Instagram accounts.

Tactic B:​ Use to view analytics and interaction with followers.

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 The best time of the day to post on Facebook is between 9a.m. - 7 p.m.
The best time to get the most shares is at 1 p.m. and the best time to get the most likes is 3 p.m.

Goal 3: Seasonal Marketing Campaign

Strategy 1: ​Seasonal Logo Rollout

Tactic A:​ New seasonal logos will be shared through social media.

Tactic B:​ This will be a time to share new marketing strategies specific to the

different seasons.

Strategy 2: Client Engagement

Tactic A:​ These new seasonal logos will keep clients engaged during the slower

business months.

Tactic B:​ Use the different seasons to promote upgrades, accessories, and

general garage door awareness.

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 BUDGET

Item Cost Per Item # of Units Sub cost Total

Facebook paid $5.00 7 Days $35.00 $35.00

promotion

Air Jingle on $20.00 - $80.00 7 Plays $140 - $560 $140 - $560

Radio

Production of $150.00 - 30 Seconds $150.00 - $150.00 -

Jingle $250.00 $250.00 $250.00

Professional $20.00 4 Hours $80.00 $80.00

Logo Design

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SAMPLE POSTS

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 CONTACT LIST

Nick Mitchell

Public Relations Specialist

mitcheln@uni.edu

(563) 422-7508

Jade Pint

Public Relations Specialist

pintj@uni.edu

(319) 240-8521

Nicole Villarreal

Public Relations Specialist

villarrn@uni.edu

(773) 401-7652

University of Northern Iowa

1227 W. 27th St

Cedar Falls, IA 50614

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