BUSINESS BUILDING MARKETING GUIDE INTRODUCING THE COMFORTBUILT™HOMEME
Today’s homebuyers expect more. They want their home built the smartest way possible to achieve comfort and durability, energy-efficiency and affordability. We created ComfortBuilt™ Homes to assist you in building energy-efficient homes that boast both comfort and enduring value. Based in proven building science and scalable building techniques, they’re uniquely yours and unlike any others in the marketplace. Our relationship goes beyond sharing our building science knowledge and technology with you. We want to merge our trusted reputation with your differentiating designs and craftsmanship to enhance the lives of those who live in a ComfortBuilt™ Home.
We’ve put together a comprehensive resource guide of materials to help you market your homes. Your collaboration with us indicates your confidence in our building science. We’re supporting our relationship with the powerful resources we have to offer. The tools we’ve created allow for easy customization, so that you can promote your business and immediately implement for maximum impact.
Through our collaboration, we look forward to Building Better Homes Together. BUSINESS BUILDINNG MARKETING GUIDEE
Making your local marketing program effective and affordable, this guide helps you market your homes every step of the way. While you do what you know best—build comfortable, quality homes—we’ll do our part to move the buyer to action. The marketing elements are easy to customize and have been grouped into four easy-to-implement stages to help move the customer into action:
1. BUILD AWARENESS
Through such items as a Press Release, Radio spot and Print Ads, we can quickly spread the word about your development and our collaboration to potential buyers.
a. Press Release
b. Radio
c. Print Ads
a. A HIGHER LEVEL OF c. COMFORT FOR YOUR HIGHER STANDARD FOR IMMEDIATE RELEASE Press Contact: XXXXXX OFO LIVING. Phone: XXXXXXXXXXX Email: XXXXXXXXXXXX
(BUILDER) in (LOCATION) Announces Collaboration with Owens Corning Building Experts A HIGHER LEVEL OF Collaboration will focus on providing greater access to energy-efficient, cost-effective housing options for (CITY) COMFORT FOR YOURR HIGHER STANDARD CITY, STATE. (DATE, 2014) – (NAME OF BUILDER) today announced they will be collaborating with Owens Corning™ Building Science, a leading global producer of b. OF LIVING. glass fiber reinforcements for composite systems, to build ComfortBuilt™ Homes. The new project will deliver energy efficient, sustainable and affordable homes in (NAME OF CITY OR STATE). DesignedDDessi using the latest Designed using the latest building (INSERT 2-3 SENTECES OF DETAILS ABOUT BUILDERDEER ANANDND PRESENCEP IN science and products and crafted withth bbubuildinguiil science and products COMMUNITY, INCLUDING RELEVANT PROJECTS) 7/3/14 ™ andaanndd crafted with care, ComfortBuilt™ care, ComfortBuilt Homes are the resultresult “We’re thrilled to collaborate with Owens Corning Buildingding ScienceSScieenncee SFXexperts and in ana nTalent efforteffort toto to be suggested upon implementation. HomesHHomm are the result of our unique make energy-efficient homes attainable in (CITY),” saidd (B(BUILDERUUILDDDERR SSPOKESPERSON).POKESPERSON). of our unique collaboration with Owenswens ™ ™ “(BUILDER)’s presence in the community and our understandingeerstaanndinng ofo the market,market, Corning Building Science experts. Finally, collaborationccoollla with Owens Corning combined with Owens Corning’s resources, reputationn anda d innovation,innoovaation, will allow us to BuildingBuiil Science experts. Finally, a combine energy-saving features into the base home costost whilewwhhilee maintainingmaaintai:30 ninsecondsg a competitive a home where comfort comes standard and price point within the market. Affordable, sustainable housinghoousinng willw nowThere’s become comfort a realitreality foody and comfort clothing. Now—finally – there are homes built with your saving money comes with the key. homehhoomm where comfort comes standard in (LOCATION).” comfort in mind. Your family can finally relax in a home that’s quiet and energy-efficient. And andaanndd saving money comes with the key. best of all—they’re affordable. [Builder] teamed up with Owens Corning Building Science— CRAFTED FOR COMFORT. Headquartered in Toledo, Owens Corning is a leading globalgglobbaal producerpprrodduceryou know,of residentialresident the PINK™ial and insulation experts—to build comfortable homes that you’ll be happy to CUSTOMIZED FOR PERFORMANCE. commercial building materials, including insulation andd roofingroofiing shingles;sshiingles; glass-fiberglass-fiber CRAFTEDCRAA FOR COMFORT. come home to. ComfortBuilt™ Homes. Built by [Builder]. Stop by, tour one of our model homes CUSTOMIZEDCUSS FOR PERFORMANCE. reinforcements for products such as cars, boats, wind bladesbbladees andaannd smartand join phones; the crowd and in saying, “ahhhhh.” [Add Builder tag, URL, contact info – :05] engineered materials for composite systems.
“Owens Corning is an industry leader in building sciencece knowledgeknnowleedgge andand practical application to achieve builder performance targets, andd wewe’ree’rre excitedexcited:15 to seconds combine this SEESSEEE HOW GOOD YOUR expertise with a company as reputable as (BUILDER),”,” saisaidd (O(OWENSOWWEENSThere’s CCORNINGO RNINcomfortG food and comfort clothing. And, finally, comfort homes. Crafted with the latest LIFELLIIFE CAN BE BY VISITING SPOKERSPERSON). Building Science from Owens Corning, [Builder] is building homes that are affordable, quiet and OOURUR MODEL HOME AT:
energy-efficient. ComfortBuilt™ Homes by [Builder]. Stop in for a tour today! [Add Builder tag, XXXXXXXXXXX About Builder URL, contact info – :05] (INSERT BUILDER BOILERPLATE) XXXXXXXXXXX
About Owens Corning Owens Corning is a leading global producer of residentialntial andaannd commercialccommmercial buildingbuilding materials, glass-fiber reinforcements, and engineered materialsmateerrialss forfoor compositescomposites systems. BuildingBBuBiBuildBuilBuiuilduildillddinngg BBeBettertte Homes Together A Fortune 500 company for 59 consecutive years – whichhiich celebratedcceeleebbraated its 75th75th anniversary in 2013 – Owens Corning is committed to drivingddrivinng sustainabilityssuusttainability byby deliveringdelivering LOGOLOLOGGOO solutions, transforming markets, and enhancing lives. SEE HOW GOOD
YOUR LIFE CAN BE BY VISITING OUR THETTHHHEE PINKPPINK PANTHER™PANT & © 1964–2014 Metro-Goldwyn-Mayer SStStudStuStudiStudiostudttutudiuudddiioios InInc.c. AAll Rights Reserved. The color PINK is a registered MODEL HOME AT: tradtrattrtradetrademarkraraderadeaddeemmaarkk of OwensO Corning. © 2014 Owens Corning. XXXXXX XXXXXX
Building Better Homes Together
LOGO
THE PINK PANTHER™ & © 1964–2014 Metro-Goldwyn-Mayer Studios Inc. All Rights Reserved. The color PINK is a registered trademark of Owens Corning. © 2014 Owens Corning. 2.2. CCREATE A COMPELLING AND INNOVATIVE BRAND EXPERIENCE
OnceOnce potential buyers know about your development, we can then reinforce the brbrandand with on-site marketing elements, as well as research tools.
aa.. BBuildingu Science Display Wall
bb.. MModelo Home Exterior Signage
c. CCosto of Operation App
16'
a.a. 5'-8" 6'-9" 4'
the POWER LOW ® Score for of PINK means Big GAINS monthly energy savings The Home Energy Rating System (HERS) is an independently and tested industry standard for measuring energy performance. The lower the rating, the lower your energy costs and the affordability without lower your impact on the environment. sacrificing quality. Compare other homes to this xx home.
Energy Complete® air sealant forms a flexible gasket to stop drafts and air leaks. 4'-8" 5'-8" Pink high- 5'-8" Exterior performance, housewrap blown-in protects the home insulation fills from moisture every nook damage. and cranny. 1' $xxx$ At home, you deserve level temps and year-round comfort. Only
COMFORT THE PINK PANTHER™ & © 1964–2014 Metro-Goldwyn-Mayer Studios Inc. All Rights Reserved. The color PINK is a registered trademark of Owens Corning. © 2014 Owens Corning. All Rights Reserved. COLLEGE in your LIFE TUITION *Net savings calculation based on 30-year mortgage
THE PINK PANTHER™ & © 1964–2014 Metro-Goldwyn-Mayer Studios Inc. All Rights Reserved. The color PINK is a registered trademark of THE PINK PANTHER™ & © 1964–2014 Metro-Goldwyn-Mayer Studios Inc. All Rights Reserved. Owens Corning. © 2014 Owens Corning. All Rights Reserved. The color PINK is a registered trademark of Owens Corning. © 2014 Owens Corning. All Rights Reserved.
1'-4" 1'-4"
c. A HIGHER LEVEL OF COMFORT FOR YOUR HIGHER STANDARD OF LIVING.
bb..
CRAFTED FOR COMFORT. CUSTOMIZED FOR PERFORMANCE.
CONTACT XXX.XXX.XXXX THIS WAY. BOB JONES
LOGO
THE PINK PANTHER™ & © 1964–2014 Metro-Goldwyn-Mayer Studios Inc. All Rights Reserved. LOGO The color PINK is a registered trademark of Owens Corning. © 2014 Owens Corning.
THETHE PINK PANTHER™ & © 1964–20141964–2014 Metro-Goldwyn-MayerMetro-Go Studios Inc. All Rights Reserved. The color PINK is a registered trademark of Owens Corning. © 2014 Owens Corning. BUSINESS BUILDINNG MARKETING GUIDEE
3. DRIVE LEADS
Through various media options, we can create targeted print and online ads to communicate with potential buyers.
a. Banner Ads
b. Online Media
a.
b. 4.4. RREINFORCE THE BRAND
Finally,Final through materials such as a homebuyer brochure, website page and eevenven event marketing, we can reinforce what your development is all about. a.a. HHomebuyero Benefi t Brochure b.b. WWebsite Content (For Your Existing Site) c.c. MModelo Home Events
a.a.
Smarter. Better. THE POWER OF The power of REAL SYSTEMS COMFORTBUILTTM PERFORMANCE SOLUTIONS FOR building science. CRAFTED REAL HOMES. results. WhatWhat wouldwould youy do with moneymoney in your pocket every month?mon MEANS OVER 50 YEARS OF AFFORDABLE. TECHNICAL RESEARCH AND DEVELOPMENT FEASIBLE. TO KEEP YOU PRACTICAL. COMFORTABLE.
bb.. cc.. MARKETING ROLLOUT How do all of these ComfortBuiltTM Home Marketing elements work together? We’ve created a sample Marketing Calendar to give you an idea of how these items might rollout and potential timing for each. Your Owens Corning sales representative will help you get started, and the Owens Corning marketing team will be with you every step of the way. This program is designed to be an easy and effective way for you to sell more homes! Phase 1: Phase 2: Phase 3: Ongoing Ramp-up Launch! Implementation & Measurement Month 1 2 3 4 5 6 7 8 Strategy #1: Build Aware- ness Press Release Develop Initial Follow up Outreach Radio Script/Media Buy Create and produce Media Buy Print Ads/Media Buy Create and produce Media Buy Street Signage, Way finding Create and produce Implement Signage Strategy #2: Drive Traffi c Building Science Display & Design & Implement Wall Graphic Concepts Model Home Merchandising Design & Implement Tools: Interior & Exterior Signage ComfortBuilt™ App Design & Implement Strategy #3: Drive Buyers into Action Run media: Banner Ads/On- Discovery Ongoing campaign line Media Strategy #4: Reinforce the Brand ComfortBuilt™ Benefits Bro- Printed chure Website content/customized Design & Program pages Pub. No. 10019506 ComfortBuiltTM Marketing Guide (short). THE PINK PANTHER™ & © 1964–2014 Metro-Goldwyn-Mayer Studios Inc. All Rights Reserved. The color PINK is a registered trademark of Owens Corning. © 2014 Owens Corning.