a/e/c integrated marketing seminar

Using Integrated Marketing Techniques to Maximize Marketing ROI

STRATEGIC SOLUTIONS FOR THE BUILT ENVIRONMENT

#IntegratedAECMarketing

How A/E/C Firms Define Sales & Marketing?

• Used interchangeably

• Thinks of Sales as Business Development• Thinks of Marketing as Proposal Production

• Often the two do not talk to each other

• Considered to be “Overhead”

• Low Accountability

• Traditionally “Outbound” Focused

What is Integrated Marketing?

1989“An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce

each other.”

American Association of Advertising Agencies

“A strategic marketing process specifically designed to ensure that all messaging

and communication strategies are unified across all channels and are centered

around the customer.”

The Journal of Integrated Marketing Communication, Medill School of Journalism

at Northwestern University

“A planning process designed to assure that all brand contacts received by a customer or

prospect for a product, service, or organization are relevant to that person and consistent

over time.”

The American Marketing Association

What does this really mean?

Getting the most out of your marketing investment.

OUR DEFINITION

WHY DOES THIS MATTER?

• High cost of client acquisition

• Long sales cycles

• Most sales require a minimum of 7 touchpoints

• Aggressive thought leadership race

TRADITIONAL / LINEAR MODEL

LINEAR MARKETING

PUBLIC RELATIONS

TRADESHOWSCONFERENCES

SPONSORSHIPS SALES / LEAD GENERATION

SOCIALPAID ADVERTISING

DIGITAL MARKETING

COLLATERAL

LINEAR MARKETING

PUBLIC RELATIONS




DIGITAL MARKETING

COLLATERAL

LINEAR MARKETING

PUBLIC RELATIONS




DIGITAL MARKETING

COLLATERAL

INTEGRATED MODELINTEGRATED MARKETING

MAXIMIZEROI

STRATEGICGOALS

D

IGITAL MARTETIN

G

SOCIAL

SALES / LEAD GENERATIO

N

SPONSORSHIPS

TR

AD

ESHOW / CONFERENC

ES

PUBLIC RELATIONS

PAID ADVERTISING

COLLATERAL

WHO DOES THIS APPLY TO?

• All Companies (Large & Small)

• Big Budgets

• Low Budgets

• Long Lead Times

• Short Turn-Around

Show Me the Proof

Utilize tradeshow activation as lead generator for business development.

BUSINESS OBJECTIVE

C ASE STUDY #1:

DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING

PRE-SHOW MAILER

DESIGN COMPETIT

ION T

RADESHOW BOO

TH

SURVEY

LEADS

SALES CALLS

PU

BLISHED RESEARCH

NEWSLETTER

TRADE MEDIA

CASE STUDY #1: DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING

TRADE SHOW

300Surveys

30Qualified Leads

$160MILLION

New Projects

RESULTS

CASE STUDY #1: DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING

Position the firm as the pre-eminent program manager in the Healthcare, Higher Education and Private K-12 markets.

BUSINESS OBJECTIVE

C ASE STUDY #2:

PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND

DIGITAL

O

RIGINAL CONTENTCURATED CONTENT

E-MARKETING SOCIAL

CASE STUDY #2: PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND

WEBSITE

CASE STUDY #2: PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND

INDUSTRY NEWS CENTER

ORIGINAL CONTENT

SHARE CAPABILITIES

Increase market share with Architects.

BUSINESS OBJECTIVE

C ASE STUDY #3:

MEP FIRM BRAND AWARENESS

SOCIALCOLLATERAL

PAID ADVERTISIN

G

TRADESHOW

PUBLIC RELATIO

NS

SPONSORSHIPS

EVENTS

MERCHANDISE

DIGITAL

CASE STUDY #3: MEP FIRM BRAND AWARENESS

WEBSITE CONTENT MANAGEMENT


E-BLASTS

Jordan & Skala Helps Hearthside Brookleigh Obtain EarthCraft StatusJordan & Skala Engineers recently helped Norsouth Development create Hearthside Brookleigh, a $15.7 million EarthCraft

Multifamily certified, 121-unit senior apartment community in Northeast Atlanta.

LEARN MORE

A T L A N T A O F F I C EWE LISTEN. WE COMMUNICATE. WE ADAPT.

Ⓒ 2013 JORDAN & SKALA ENGINEERS


SOCIAL MEDIA ENGAGEMENT


PRINTED COLLATERAL

REFERENCES

THE VUE Charlotte, North Carolina$148 MILLION

SOVEREIGN TOWER Atlanta, Georgia$140 MILLION

12TH & MIDTOWN Atlanta, Georgia$281 MILLION

ARCHITECTMr. Jerry CannonForum Studio35 East Wacker DriveSuite 1300Chicago, IL 60601314-592-5628 [email protected]

ARCHITECTMr. Jeff Purdy Smallwood, Reynolds, Stewart, Stewart & AssociatesOne Piedmont Center3565 Piedmont Road, Suite 303Atlanta, GA 30305 [email protected]

ARCHITECTMr. Daniel F. Joy, AIA LEED® APRule Joy Trammell + Rubio300 Galleria ParkwayAtlanta, GA 30339 [email protected]

DEVELOPER / OWNERMCL Companies 505 East Illinois Street Suite 100 Chicago, IL 60611

DEVELOPER / OWNERMr. Jim FeldmanRegent Partners3344 Peachtree Rd NEAtlanta, GA [email protected]

DEVELOPER / OWNERMr. Larry StephensDaniel Corporation1100 Peachtree Street NESuite 1400Atlanta, GA [email protected]

18 19

Jordan & Skala Engineers

APPROACH

COORDINATION METHODOLOGYSTRUCTURAL COORDINATION• Revit/BIM• In-house Structural Team

WE LISTEN. Committed to designing systems that meet your

operational mission and your budget, Jordan & Skala

gives you both what you need AND what you want,

eliminating overdesign in the process.

WE COMMUNICATE. Responsiveness matching the Client’s sense of urgency,

using concepts the Client understands, and identifying

best value recommendations is our definition of Service.

WE ADAPT.Jordan & Skala expects that project function, budgets

and timelines will change at lightning speed. When you

need to change, we are ready to adapt, and we’ll keep

the project moving forward in the process.

We first seek to understand each of our clients’

expectations by actively engaging them to express

their needs and concerns. From our exchanges, we

work to customize a solution TOGETHER.

Throughout each phase, we act as stewards of

our clients’ best interests by requiring teamwork

and frequent communication with the design and

ownership team members.

Our coordination methodology encompasses all disciplines. We are ONE TEAM seated together at the same table. Internally, there is no separation among the M, E, and P.

Jordan & Skala’s staff has deep experience working as teams on many different projects from start to finish. In this way, their background facilitates an extra layer of understanding of coordination with the external team members of architectural, structural and other disciplines.

With this approach, we have seen our teams gain insight and reach better solutions as a whole on many CRITICAL ISSUES of which One Brickell CityCentre requires: super high-rise buildings, mixed-use programming, ocean/coastal climates and code.

ARCHITECT

STRUCTURAL ENGINEER MEP ENGINEER

Communication among the Architect, Structural Engineer and MEP

Engineer must include Linked Models, Interference Checking &

Coordination Monitoring.

2 3

Mazza Grandmarc ApartmentsCollege Park, MarylandLEED Certified

Southern Polytechnic State University, Hornet VillageMarietta, GeorgiaLEED Silver

Marriott Renaissance Club Sport HotelFlorham Park, New Jersey LEED Certified

Marriott Renaissance Club Sport HotelHouston, TexasLEED Silver

The Lodge at Primland LakeMeadows of Dan, VirginiaLEED Certified

Richard B. Russell State Park Golf ClubhouseElberton, GeorgiaLEED Silver

Wilmington Convention CenterWilmington, North Carolina LEED Silver

Crane WorldwideHouston, TexasLEED Certified

Texas Sterling Construction- SASan Antonio, TexasLEED Certified

Texas Sterling Construction- GPGrand Prairie, TexasLEED Certified

3630-90 PeachtreeAtlanta, GeorgiaLEED Certified

Forest City West VillageDallas, TexasLEED Certified

Garfield ParkArlington, VirginiaLEED Certified

Savoye at Vitruvian ParkAddison, TexasLEED Silver

Savoye Squared at Vitruvian ParkAddison, TexasLEED Silver

Sylvan 30Dallas, TexasLEED Certified

Unitarian Universalist ChurchAtlanta, GeorgiaLEED Certified

4100 Harry HinesDallas, TexasLEED Silver

Gregory A. Adams Juvenile Justice CenterDecatur, GeorgiaLEED Silver

Quinta Mazatlan CenterMcAllen, TexasLEED Silver

Sugarland Fire Station No. 7Sugarland, TexasLEED Silver

Callison Dallas OfficeDallas, TexasLEED Certified

GSA-SSABirmingham, Alabama LEED Silver

Jordan & Skala EngineersDallas, TexasLEED Silver

Park Plaza Office TowerMexico City, MexicoLEED Certified

Wachovia at Atlantic StationAtlanta, GeorgiaLEED Silver

W. 7th N.E. Block Office TowerFort Worth, TexasLEED Silver

Belmont ApartmentsDallas, TexasLEED Silver

Lemmon Avenue ApartmentsDallas, TexasLEED Certified

The Millennium Woodlands Town CenterThe Woodlands, TexasLEED Silver

Place VendomeHouston, TexasLEED Certified

Pompano CreekPompano Beach, FloridaLEED Certified

Ross Hall ApartmentsDallas, TexasLEED Certified

LEED® CERTIFIED PROJECTS

12TH & MIDTOWN / LOEWS ATLANTA HOTEL (FORMERLY 1075 PEACHTREE)Atlanta, Georgia

This new 37-floor mixed-use facility, a part of the

14-block, 1 million SF Midtown Mile in Midtown

Atlanta, is made up of 2 towers on top of a 12-level

parking structure. The project, which boasts the only

Loews Hotel in Georgia, is comprised of a 414-key

luxury hotel, 80 condominium units, over 700,000

SF of shell/core office space, and 45,000 SF of shell

retail space. Jordan & Skala’s design responsibilities

included the design of HVAC systems, electrical,

lighting, plumbing, access control, communications

and security systems. The project was selected as

winner of the “Best Overall” in the “Best in Atlanta

Real Estate Awards 2008” by Atlanta Business

Chronicle. The office portion of the project was

awarded LEED certification.

PROJECT COST: $281 million

MIXED USE HIGH RISE BUILDINGS

10 11

From start to finish, our team is dedicated to work throughout the project's duration.

PROFESSIONAL SERVICES CONTRACT ADMINISTRATION

COST CONTROL

Prospering for over 60 years, Jordan & Skala has promoted resource-efficient systems

that add value to each project from the beginning. Our clients make well-informed

sustainable building decisions with detailed data about the lifetime operation of their

systems as well as environmental impacts. We celebrated our sustainability focus in

early 2008 by becoming a member of the U.S. Green Building Council.

KEY SERVICES

• Sustainable Design Consulting

• LEED Administration, Consulting, and Training

• Commissioning

• Energy Modeling

• Energy Audits

EXPERTISE

• LEED Rating System Certification

• Energy Star Building Certification

• Green Globe Certification

• Regional Sustainability Certification Programs (Georgia Peach, Austin Green,

CalGreen)

• National Green Building Standard - ICC 700

SUSTAINABLE DESIGN CONSULTING

We provide clients with feasible strategies for the design, construction, operation and

maintenance of green building projects. Our process starts with an eco-charrette session

to identify the project’s sustainability goals, proposed rating system and project team’s

experience with the rating system requirements. With this information, we develop a

timeline that is both budget and schedule conscious to pursue project certification. After

the eco-charrette, we oversee the implementation of sustainable strategies and manage

the team through the development and submission of the required documentation.

Jordan & Skala Engineers

Constant Communication and Careful Consideration• System Evaluation• Constructability• Accurate Cost Control• Team Collaboration• Provide Options

4 5

THE VUECharlotte, North Carolina

The VUE, located on 5th St. in Uptown Charlotte, is the

tallest residential skyscraper in the Southeast standing

at 51-stories and 600 ft. The building includes upscale 1

and 2 bedroom apartments and a myriad of residential

luxury amenities. Residents of the VUE can enjoy access

to a spa-inspired fitness club, billiards lounge and café,

multi-purpose basketball and tennis court, pet walk,

35,000 SF pool deck with a heated Jr. Olympic-sized pool,

cyber bar, and media room. State-of-the-art technology

includes biometric fingerprint access and Wi-Fi throughout

the building. But the crown jewel of the amenities package

is definitely the resident-only, 50th floor SKY Lounge

that provides unparalleled views of Charlotte and the

surrounding areas. Jordan & Skala provided comprehensive

MEP services on the project.


SOVEREIGN TOWER3344 PEACHTREE ROADAtlanta, Georgia

Standing 50 stories tall, this

project is Atlanta’s tallest

mixed-use building and the first

vertically-stacked mixed-use

tower in Buckhead. The residential

component, Sovereign, features 82

luxury condominium residences

as well as the renowned Buckhead

Club. The development includes 18

levels of Class A spec office space

and 13 levels of structured parking.

This project won the “Best Mixed-

Use Project” award from Southeast

Construction magazine’s “Best of

2008 Awards.”


12 13

CASE STUDY #3: MEP FIRM INCREASED BRAND AWARENESS

20+

New Clients Nationwide

85%

Maintained Repeat Client/Client

Retention Rate

30%

Increase in Revenue Annually Over 3 Years

1

New Office Opened

RESULTS

Leverage the 100th Anniversary to celebrate the firm’s clients and employees, while building a digital community of followers.

BUSINESS OBJECTIVE

C ASE STUDY #4:

HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY

DIGITAL

SOCIAL

PAID ADVERTISIN

G

PU

BLIC RELATIO

NS

MERCHANDISE

CASE STUDY #4: HEAVY EQUIPMENT DEALER CELEBRATES 100TH ANNIVERSARY

VIDEO


ADVERTISING

webuildgeorgia.comYancey Bros. CO. introduces

w w w . Y a n c e y B r o s . c o m( 8 7 7 ) YA N C E Y- 1 • ( 8 7 7 ) 9 2 6 - 2 3 9 1

As part of our centennial celebration, Yancey Bros. Co., “The Nation’s Oldest Caterpillar Dealer,” introduces a new initiative: WE BUILD GEORGIA.

Follow www.webuildgeorgia.com to experience the stories and history of Yancey Bros. Co. and our customers over the past 100 years. Learn about the people and companies that built our great state.

Also, like our new page Facebook.com/WeBuildGeorgia for a chance to win monthly prizes and a year-end grand prize.

Learn More About the WE BUILD GEORGIA Campaign

www.WeBuildGeorgia.com

Albany - Augusta - Austell - Brunswick - Calhoun - Columbus - Dacula - Macon - Savannah - Statesboro - Valdosta - Washington - Waycross


Forestry is a vital part of Georgia’s industry and economy. Over the past 100 years, thousands of logging contractors, heavy haulers and machine operators like you have shaped the state of Georgia using Caterpillar equipment sold and serviced by Yancey Bros Co..

Thank you for making us a part of your greatest project--our home state.

As your full-service logging and forestry equipment supplier in Georgia, we invite you to join our centennial celebration by proudly saying: WE BUILD GEORGIA.

Learn More About the WE BUILD GEORGIA Campaign www.WeBuildGeorgia.com

Been around a turn or two.



Building to great heights requires deep foundations. Over the past 100 years, engineers and contractors like you have built the state of Georgia to unprecedented stature using equipment sold and serviced by Yancey Bros. Co., “The Nation’s Oldest Caterpillar Dealer.”

Thank you for making us a part of your greatest project our home state.

As your full-service construction equipment supplier in Georgia, we invite you to join our centennial celebration by proudly saying: WE BUILD GEORGIA.

Learn More About the WE BUILD GEORGIA Campaign

www.WeBuildGeorgia.com

100 years on the job(site).


Follow We Build Georgiaon Facebook to win prizes

throughout 2014!


MICROSITE


HARD BOUND BOOK

Building Georgia Together

A

ProgressofCentury

76 77

As the 1940s drew to a close, most of the roads through the north Georgia mountains were steep, winding, and rarely paved. Contractors faced unusual challenges building and paving new roads.

In 1948 the Ledbetter Construction Company, from Rome, began work on a section of the road from Hiawassee to Clayton, grading, relocating, clearing, and grubbing in preparation for a bituminous surface treatment. Caterpillar tractors pulled scrapers, pans, and a sheepsfoot roller, and a Cat® motor grader smoothed the surface for final preparations.

Meanwhile, Hardaway Contracting Company of Columbus was widening and relocating about eight miles of road from Turner’s Corner past Desoto Falls to Neels Gap, at the base of Blood Mountain. The eleven-foot-wide mountain road had long since been determined inadequate to handle traffic between Gainesville and Murphy, North Carolina. The new road would be thirty feet wide with a bituminous surface and would eliminate many of the steep grades, switchbacks, and hairpin curves that were virtually impossible to navigate in bad weather.

Hardaway used two crews starting at each end of the job and meeting in the middle with a wide assortment of equipment, including Caterpillar D8 tractors and Cat® 12 motor graders.

MacDougald Construction Company of Atlanta took on yet another mountain road project, a 2.8-mile section of the thirteen-mile road from Blue Ridge to Copperhill, Tennessee. Oddly, the MacDougald project, as designed by the Georgia State Highway Commission, was straight as a ruler, without regard to mountains and gorges.

Gentry and Thompson Construction Company was subcontracted for the construction of five culverts, and workmen began by hewing a mile-long straight road into the forest for equipment to be brought in. Heavy rains made it impossible for a truck hauling equipment to cross that road, so Lou Gentry used his Caterpillar D2 tractor to pull the truck with the equipment through the mud to the job site. In seventeen days, including the time taken to clear the way, Gentry had completed the culverts. From that point on, MacDougald’s work went quickly and smoothly.

New Roads through the Mountains

104

Key Dates in the History of the Interstate Highway System

1919

Lieutenant Colonel Dwight D. Eisenhower participated in the first army transcontinental motor convoy. The expedition consisted of eighty-one motorized army vehicles that crossed the United States from Washington, D.C., to San Francisco, a venture covering a distance of 3,251 miles in sixty-two days. The expedition was manned by 24 officers and 258 enlisted men. The convoy was to test the mobility of the military during wartime conditions. As an observer for the War Department, Eisenhower learned first-hand of the difficulties faced in traveling great distances on roads that were impassable, and that resulted in frequent breakdowns of the military vehicles. These early experiences influenced his later decisions concerning the building of the interstate highway system during his presidential administration.

1944

The Federal-Aid Highway Act of 1944 authorized the designation of up to 40,000 miles of interstate highway. No federal funds were earmarked for interstate highway construction. In the same year the Atlanta City Council commissioned H. W. Lochner Company of Chicago to study Atlanta traffic patterns and make recommendations for road construction, which would result in a plan for the Atlanta expressway system.

1939

The Bureau of Public Roads created a report, “Toll Roads and Free Roads,” that President Franklin Roosevelt relied on as a master plan for a system of interregional highways. The groundwork was being laid for the interstate highway system.

1922

General John “Blackjack” Pershing, who had been commander of U.S. forces in World War I, presented to Congress a map of a proposed national highway system. The nation had very few paved roads of any kind at the time.

1920 1930 1940 1950

105

1956

The 1956 Federal-Aid Highway Act authorized 41,000 miles of interstate highways with 90 percent to be financed by the Highway Trust Fund and 10 percent by states.

1959

The federal motor fuel tax was raised from three cents to four cents per gallon, increasing revenue to the Highway Trust Fund.

1976

The Federal-Aid Highway Act of 1976 provided money to resurface, restore, and rehabilitate deteriorating segments of interstate highways that had reached their twenty-year designed life.

1968

Congress expanded the designated interstate system to 42,500 miles.

1960 1970 1980

60

1948–1955

Postwar Boom

61

After the war ended, America experienced the largest period of growth in our country’s history. Men and women returned to their families after serving in our armed forces and got back to making lives for themselves. The G.I. Bill provided veterans with funds for vocational and college educations, to purchase homes, and to start businesses. Our country celebrated by growing faster than ever. Larger families quickly led to the need for more housing, which led to the need for more commercial and highway construction.

John Taylor witnessed tremendous changes during his career at Yancey Bros. Co. When he joined the company as a new Georgia Tech graduate in 1948, the company was still located in its Whitehall Street building. “It was an old tin shed

with no central heat and no central air,” he says. “We heated the place with wood in barrels, and in summer we cooled it with fans.

“Four Yancey family members worked in the business, Mister Goodloe, the founder and original president; Sid Yancey, the sales manager; L. D. Yancey, who was retired but came in to help with advertising; and L. D.’s son, Don.”

In 1951 Yancey Bros. Co. relocated to a twelve-acre site at 1540 Northside Drive in Atlanta, and in 1957 the company opened its second full-service product support branch in Macon.

At that time Yancey represented numerous companies and hundreds of products, from air compressors to drills

to concrete buckets to rock crushers to concrete mixing plants. “We sold everything but the kitchen sink,” John Taylor recalls. Then in 1957 Don Yancey, who was vice president, made a decision to drop every product line except Caterpillar.

“Putting all our resources into selling Caterpillar was a great decision,” John says. “Caterpillar was a much better investment for us than concrete plants. The product line wasn’t as wide, but it grew and we grew with it.”

Two years later Don was named president of the company.

Don YanceyL.D. Yancey


NEWSLETTER

WE CELEBRATE 100 YEARS OF SERVICES

OUR FIRST WEBUILD GEORGIA WINNERS

LEtter from jim stephenson

ALSO INSIDE:2014 Safety Summit

CAT Hispanic Conference New Dump Hunger Campaign

YANCEY BROS. CO. NEWSLETTERCELEBRATING 100 YEARS OF SERVICE march 2014

1914 marked the beginning of the World War Iwhen Wilson was President. American homes had no electricity

and no indoor plumbing. Few people had motorized automobiles.

The median annual income was less than $700, and the average

hourly rate for workers was $0.33.

When brothers Goodloe and Earle Yancey started Yancey Hardware

Company in 1914 in the heart of what is now downtown Atlanta,

hardly any roads in Georgia were paved beyond town limits.

County roads consisted of clay, dirt or shell and were maintained

by convict crews from the state prison. The population of the

Atlanta metro area was just over 500,000, with 2.7 million people

living throughout the state.

Goodloe and his wife Charm lived on Ponce de Leon Avenue less

than a hundred yards from the construction site for the new Atlanta

Ford Assembly Plant. Goodloe watched the plant’s construction

progress each day, as he and Earle built the family’s business to

provide the infrastructure these automobiles would require. When

the plant was completed, it produced 22,000 vehicles annually via

the assembly line and sold cars to Georgia residents for about

$500 each in the front showroom.

Goodloe and Earle’s business thrived. Yancey Hardware Company

served as the country’s only dealer of the Adams Mule Grader,

an early version of the motorgrader – a piece of earthmoving

equipment that was pulled by eight mules. The Yancey brothers’

100 Years of Building Georgia

Part One

Continued on Page 4

6

yancey BROS. CO. NEWSLETTER

For 100 years now, employees and customers of Yancey Bros. Co. have played a vital role in helping to

build the state of Georgia we know and love today. From the roads and interstates we drive on, to the

buildings we work and play in, Yancey’s equipment, people and its customers have been there helping

to build Georgia.

In 2014, we plan to not only celebrate our past

accomplishments, but look to the future of Yancey Bros. Co.

We have picked a fitting them to celebrate our 100th year –

Yancey Bros. Co. We Build Georgia.

When we say We Build Georgia, it is our customers that have

built Georgia, and we have had the privilege to support them

as they did it. For Yancey Bros. Co. it has always been about

delivering the highest quality equipment in the world with

unmatched service to all the companies building Georgia. Our

success for the past 100 years has been about their success,

and that will be true 100 years from now.

In celebration of Yancey’s 100th Anniversary, the We Build

Georgia campaign will give employees opportunities to get

involved in the celebration. Visit www.webuildgeorgia.com

and watch, read and learn about the history that has helped

Yancey Bros. Co endure for 100 years.

Participate in the campaign and share your Yancey story by

participating in the We Build Georgia Facebook contest. www.

facebook.com/WeBuildGeorgia. Not only will you learn a lot

about Yancey, but if you participate you may win a great prize

(see below to learn more about our January winner).

Over the years, there have been countless stories of how Yancey

Bros. Co. played a vital role in building Georgia. Yancey has

been involved in almost every project that shaped Georgia’s

landmarks, cities, roads and communities. We have compiled

hundreds of stories so we can not only tell the Yancey Bros. Co.,

but the stories of some of the great customers who have built

some of the awesome projects in Georgia. The Yancey Bros.

Co. 100th Anniversary book will be available in April. Look for

more details about the book and some of the stories at www.

webuildgeorgia.com. Be sure to check back throughout the

year for new stories, updates and giveaways. ¢

we build georgia

7

March 2014

JANUARY WINNERS

Employee Winner

Customer Winner

we build georgia

Celebrate Yancey Bros. Co. 100th Anniversary

Mark your calendars for the Yancey Bros. Co.

100th Anniversary celebration event scheduled

in your area. You and your family will enjoy food,

games and fun. You can also stroll through and

see the Yancey Bros. Co. memorabilia items from

the past 100 years on display at the celebration.

Check out www.yanceyrsvp.com to receive

more information on the events in your area and

to RSVP for you and your family. Customers are

invited as well, so please communicate to your

customers so they RSVP. ¢

May 9

Austell Office330 Lee Industrial Blvd.

I-20 West @ Six Flags Exit

Austell, GA 30168-7406

11 a.m. – 8 p.m.

May 16

Albany Office1604 South Slappey Blvd.

Albany, GA 31702-2632

11 a.m. – 8 p.m.

May 30

Savannah Office1465 East Highway 80 E.

Pooler, GA 31322-8900

11 a.m. – 8 p.m.

June 6

Augusta Office4165 Mike Padgett Hwy.

Augusta, GA 30906-9780

11 a.m. – 8 p.m.

EVENT DATES

MAKE SURE ALL OF YOUR CUSTOMERS KNOW ABOUT OUR CONTEST. TELL THEM TO ENTER AT WWW.FACEBOOK.COM/WEBUILDGEORGIA.

Nathan Layne, Technician II Statesboro, GAThe first winner of the We Build Georgia photo contest is Nathan

Layne, an employee for two years from the Statesboro store.

Nathan won a YETI cooler and will be entered into the Grand Prize

Drawing to win the Big Green Egg (to be selected in December).

We would love to do a feature on you, but you have to enter. Click

on www.facebook.com/WeBuildGeorgia to enter your photo of

how Yancey Builds Georgia today. A winner will be picked each

month.

What are you most excited about as Yancey celebrates 100

years in business?

I am most excited about working for a company that has reached

this milestone. It takes dedication, commitment, quality service,

and delivery of a fine product to get to 100 years, and I am proud

to say I was a part of it and looking forward to being part of the

next 100 years.

How do you feel you have helped to build Georgia?

I help build Georgia by providing the technical skill and product

knowledge that keep our customers moving the earth.

What do you plan to do with your cooler? My first intention is to

put it to the test. Having never owned a Yeti, I am eager to find out

if it lives up to its name.

Len Malagon, Sales Manager Advanced Rental CenterCongratulations to Yancey Bros. Co We Build Georgia customer

winner Len Malagon, sales manager of Advanced Rental Center,

Inc. Len is the winner of the monthly price of a YETI cooler and is

in the drawing for the grand prize of a Big Green Egg.

8

yancey BROS. CO. NEWSLETTERDUMP HUNGER CAMPAIGN OVERVIEW

Safety Summit 2014For the past several years we have gathered the leadership team

of Yancey Bros. Co. from the front line supervisor all the way

up to Jim Stephenson together for an entire day to discuss one

thing, SAFETY. This year was no exception. We do this for several

reasons. First, we want the message to be clear that safety is our

number one job. Second, we want to make sure that everyone

gets the same information at the same time with opportunities to

ask questions. Breakout sessions cover different topics that assist

supervisors in improving safety in the workplace. We recognize the

top safety performing stores and supervisors within the company.

And we discuss what we our focus will be in the coming year to

improve the safety culture at Yancey Bros. Co.

Summit Kickoff – This year Bo Smith, from Georgia Power, served

as our guest speaker. He was very engaging, entertaining and

drove home the message of how important safety is. He spoke of

the dangers of the job they do and what it is like to have a fellow

employee lose their life on the job. It was a powerful message that

made a big impact on many of the people in the audience.

Jim Stephenson’s message to the group was that while we are

in business to make a profit, the safety of our employees will not

be the cost of that profit. Our CFO Marshall Ford explained the

financial costs of injuries. He explained the cost of a large number

of injuries or even a small amount of more serious injuries is far

more costly to the company than taking a little more time to do

the job safely.

Breakout Sessions – There were 3 breakout sessions that

participants rotated through. One session taught supervisors how

to conduct a JSO (Job Safety Observation) by actually conducting

a JSO while technicians worked on equipment in the shop.

Another was a session led by the American Heart Association in

which the groups were given a brief lesson in first aid. The third

session was a presentation that covered near miss definition,

why near misses should be reported and how to report them.

The differences between recordable and non-recordable injuries,

crashes vs. property damage and an update on Pure Safety were

also covered in the presentation.

Recognition of Safety Excellence – Several stores had zero at fault

vehicle crashes or recordable injuries last year. Those stores were

recognized with plaques or additional hardhats for those plaques.

Eight supervisors were chosen as the top supervisors at Yancey

Bros. Co. in their efforts toward a safe workplace. These supervisors

were graded on facility inspections and pure safety completion

percentages of their employees. None of their employees were

involved in an at fault crash or had any recordable injuries. The 8

supervisors are:

• Bobby Duncan – Columbus Earthmoving

• Danny West – Valdosta Earthmoving

• Justin Vogt – Macon YTC

• Kris LaFerriere – Griffin Test Cell

• Kevin Haflinger – Gwinnett Earthmoving

• Wade Forrester – McDonough Rebuild Center

• Gary Hemrick – Austell Earthmoving

• Ted Puls – Moreland Ave. YPS

Congratulations to the 8 top supervisors. Thank you for all that

you did last year to promote safety in the workplace.

The last part of the day we discussed the Cat Safety Perception

Survey Yancey employees took last year. We will be focusing our

attention on the results of the survey that identified areas for

improvement. ¢

Safety Award WinnersGeneral Session

9

March 2014 we build georgia campaign

Exploring the Underwater WorldBy Christian Ducleroir

I am a scuba diver, and this week I made my 100th dive. I first

tried the sport on a whim, but it quickly became a great passion

in my life. Scuba diving has changed me in many unexpected

ways; it’s impacted my relationships, improved my health, and

invigorated my free time.

It all began in February of 2011, when my family and I were

vacationing in Belize. A friend on that trip had been scuba diving

since the 1980s, and his enthusiasm for diving was infectious.

With the support of dive instructors, he invited us to gear up and

try breathing underwater. The minute I sunk below the surface

I knew I was hooked. In the sun-dappled Caribbean shallows, I

watched colorful fish hover on vibrant reefs in the near silence

of the sea, the only sound being the gurgle

of bubbles as they rose from my regulator.

A whole new world opened up for me that

day, a world I was eager to explore.

When we returned from Belize, I did a quick

Google search and found Dolphin Dive

Center (DDC) in Athens, GA. DDC is a full

service dive shop offering scuba certification

classes, gear sales and rental, and group

travel for scuba divers. That week, my wife

and I signed up for the basic Open Water

Certification course.

We immediately took to the sport. Our

eagerness sparked the interest of our

two children, who were 13 and 11 at the

time. Just weeks after we completed our

certification, we signed them up for the

class. During this exciting time, the whole

conversation in our home changed from ordinary topics to diving.

Instead of tuning in to mindless sitcoms in the evenings and on

weekends, we searched for documentaries about the world’s

oceans and marine life that populates them. We discussed

famous dive sites and planned more vacations than we’ll ever

have the time to take.

With my family, I have dived some amazing sites and drifted

alongside sea turtles, nurse sharks, barracuda, sting rays, tropical

fish and moray eels. We spent a week diving off the southern

coast of Turkey, where the Mediterranean floor is littered with

ancient amphorae from the Bronze Age that once held wine and

oils, as well as antiquities like ship anchors and sun dials. Another

weeklong vacation had us diving in the British Virgin Islands,

where the kids learned firsthand the differences between soft

coral and hard coral reefs. We also dive off the coast of Florida

every chance we get, and when we can’t get away for an extended

trip, we head up to Lake Jocassee or Lake Keowee in South

Carolina for some fresh water dives.

My wife and I have finished all the certifications available to

recreational divers, including Advanced Open Water, Diver Stress

and Rescue, and Nitrox. I have now begun my certifications on the

professional track. I am currently an Assistant Instructor, which

allows me to help instructors when certifying

new divers. It’s rewarding to be affiliated

with Dolphin Dive in this capacity, to work

with the same instructors who certified me

and share our passion with students every

month. There is nothing like the satisfaction

of watching an anxious student transform

into a comfortable, confident diver as he or

she glides, weightless, through the water.

My health has improved since I’ve become a

scuba diver. In the beginning, I was sucking

air at almost twice the rate as my wife. In

a buddy sport like scuba diving, you must

end a dive when one of your air supplies

gets low. I realized I needed to improve my

cardiovascular health in order to consume

air at a slower rate, thus extending our

bottom time. I started working out at the

gym, running outdoors, and eating a more

healthful diet. I dropped 30 pounds and now surface with the

same amount of air left in my tank as my wife.

Scuba diving has changed my life. My relationships with my family

are stronger, I’m healthier, and I’m happier. I encourage anyone

who is looking for his or her next great adventure to try the sport.

And I’m always looking for new dive buddies, so come with me

and I’ll introduce you to the wonderful underwater world, waiting

for you just below the surface. ¢


4

TV Markets Broadcasting Coverage

Around the State

3,300

Books Distributed

5,800

Page Views on 100th Anniversary

Microsite

11

Unique Press Releases

57

Unique MediaPlacements

30

Point-of-Sale Displays

20,000+

Hard Hat Stickers Distributed

RESULTS

C ASE STUDY #5:

REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT

Secure investors and sponsorships, increase awareness among travel sports industry, and attract retailers.

BUSINESS OBJECTIVE

EVENTS

MERCHANDISE

DIGITAL SOCIAL

PAID ADVERTISIN

G

PU

BLIC RELATIO

NS

CASE STUDY #5: REAL ESTATE DEVELOPER LAUNCHES NEW MIXED-USE PROJECT

GOVERNOR APPEARANCE / GROUND BREAKING CEREMONY


ADVERTISING


WEBSITE


E-BLASTS

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FIND ALL OF THE INTERVIEWS ON L AKEPOINT’S YOUTUBE CHANNEL

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WE BELIEVE THAT WE WILL WIN!

Join us at LakePoint Sports on our new Multiuse Field to watch USA

take on Germany at noon on our new 23’ HD screen.

Admission is free and concessions will be open. Gates open at 11:30.

Bring your blankets, chairs, tents, and your best team gear!


SOCIAL MEDIA ENGAGEMENT


ONSITE MARKETING


50,000+

Hotel Room Nights Booked

28

HotelsPrivate Capital

$200 MILLION

1 MILLION

Social Reach

RESULTS

250,000

Athletes

1 MILLION

Visitors

350+

Media Outlets CorporateSponsorships

$2+ MILLION

GETTING SOCIAL

S M A R T E G I E S 1

T H E A R C H I T E C T U R E O F S O C I A L M E D I A

I am sitting in a #building.

I like buildings.This is where I

built my building.Watch me build

a building.I’m a professional

builder.

Now listening toREO Speedwagon’s“We Built this City.”

I’m hanging outwith people whobuild buildings.

This is how Ibuilt my buildingin more detail.

Here’s a vintagephoto of my

favorite building.

Here is apinboard of

cool buildings.


T H E A R C H I T E C T U R E O F S O C I A L M E D I A

I am sitting in a #building.

I like buildings.This is where I

built my building.Watch me build

a building.I’m a professional

builder.

Now listening toREO Speedwagon’s“We Built this City.”

I’m hanging outwith people whobuild buildings.

This is how Ibuilt my buildingin more detail.

Here’s a vintagephoto of my

favorite building.

Here is apinboard of

cool buildings.

Why it is Impor tant

• B2B marketers use, on average, four different social networking platforms: LinkedIn (91%), Twitter (85%), Facebook (81%), and YouTube (73%).**

• 69% of B2B markets gathered credible market insights from their social media efforts.*

• 60% of companies saw improved search rankings from their social media efforts.*

• 56% of B2B marketers acquired new business partnerships through social media.*

• Participation in social media marketing for B2B purposes has climbed to over 90 percent.*

• LinkedIn has over 300 million professionals.

*Stats from Cmo.com**Stats from Social Media Examiner


14% 17%

64%

Why LinkedIn?


W H Y L I N K E D I N ?

Build

Relationships

Lead

Generation

Online

Research

Benefits of Using LinkedIn as a Business Networking Tool


B E N E F I T S O F U S I N G L I N K E D I N A S A

B U S I N E S S N E T W O R K I N G T O O L

!  Gather reliable information with your computer.

!  Enhanced market research capabilities.

!  Target-rich.

!  Ability to stand out from the crowd with a compelling profile.

!  Offers a respectful and intelligent approach for anyone.

!  Eliminate the need for road warrior status.

!  Make contact quickly regardless of geography.

!  Superior networking capabilities.

!  Showcase expertise and offer thought leadership.

!  Allows you to participate in industry conversations.

• Lead Generation• Market Research/

Competitive Intelligence

• Research• Networking• Thought Leadership• Brand Awareness

HOW TO USE SOCIAL MEDIA TO INTEGRATE

Critical Success Factors

• Strategic Planning

• Budget Allocation

• Responsiveness

• Risk Assessment

• On-Going Evaluation

STRATEGIC SOLUTIONS FOR THE BUILT ENVIRONMENT

#IntegratedAECMarketing

www.smartegies.com

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