Talk to Our Team

Skyway Outdoor, Inc.

Your 1-Page Marketing Plan is Ready!

Below you’ll find your complete marketing plan built specifically for YOUR business using the same framework that's helped over 1 million entrepreneurs worldwide.

What to do next:

  1. Review your plan (scroll down)
  2. Save this link (For your records)
  3. Execute it (start with ONE section)

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team to show you what to prioritize and how to execute your plan.

‍

Claim your Bonus CallDownload as PDF
Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Skyway Outdoor's ideal customer is a business planning to open multiple new locations (10-15 per year), requiring professional signage services.

Audience Type

  • B2B
  • Businesses expanding with multiple locations

Industries (if B2B)

  • Retail
  • Hospitality
  • Banking
  • Healthcare

Needs – Primary Buying Considerations

  • Dependable production and installation of professional signage
  • High-quality, effective store identification

Demographics

  • Business Size: Small to large businesses expanding their footprints

Psychographics

  • Value: Dependability and high-quality customer service
  • Pain Points: Need for consistent, attractive signage across multiple locations
  • Buying Behavior: Engages in high-value transactions with trusted service providers
  • Decision-Making Roles:
  • Primary Decision Maker: Business owners and managers
  • Secondary Decision Influencers: Marketing professionals

2. My Message to My Target Audience

Refined Elevator Pitch

  • Skyway Outdoor, Inc. provides businesses expanding to multiple locations with attractively effective signage solutions through our expert services, reducing their stress and enhancing their brand visibility.

Understanding Their Pain Points

  • Inconsistent or poor-quality signage across different locations
  • Currently relying on multiple, unreliable vendors
  • Difficulty navigating permitting process for new signage

Transformation

  • Consistent, attractive signage across all locations
  • Peace of mind with a trusted, expert partner managing process
  • Time and resources saved allowing business owners to focus on growing their business

Unique Selling Proposition (USP)

  • Decades of industry experience and unmatched expertise
  • One-year full warranty on all materials and labor
  • Single-source solution handling fabrication, installation, and servicing

Brand Values & One-Liners

  • 'Your brand, brilliantly displayed'
  • 'Expert signage solutions since 1994'
  • 'One-stop shop for businesses growing their footprint'
  • 'We handle the details so you can focus on your business'

Tone

  • Skyway Outdoor, Inc. communicates with a tone of seasoned expertise, reliability, and customer-focus. We aim to reassure our clients, conveying a sense of calm amidst their expansion journeys.

Hero Text Idea

  • Flag Text: 'Serving Expanding Enterprises in the US'
  • Main Headline: 'Expert Signage Solutions for Your Growing Business'
  • Sub Headline: 'From fabrication to installation, Skyway Outdoor turns your brand vision into visible success across your multiple locations, all with trusted, professional service.'
  • CTA: 'Start Your Project Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Improve user experience on the Wordpress site
  • Set up goal tracking in Google Analytics for major conversion points (contact form submissions, phone clicks)
  • Mobile-first approach as businesses seeking services are likely using mobile devices

Social Media

  • LinkedIn for professional networking, posting 2x per week on industry trends, past projects
  • Become an active member of BizConnect groups on Facebook

Paid Advertising

  • Google Ads for search campaigns targeting businesses seeking signage solutions
  • LinkedIn Ads targeting decision-makers in rapidly expanding businesses

Content Recommendations

  • Blog posts featuring case studies, benefits of quality signage, and signage trends

Directories

  • Get listed in B2B directories like Yellow Pages, Business.com, and Yelp
  • Join local business networks and get listed in their directories

Publications

  • Contribute articles to trade magazines such as Signs of the Times and Digital Output

Partnerships & Outreach

  • Network with retail, banking, and healthcare business consultants who can recommend Skyway Outdoor’s services to expanding businesses

SEO and Content

  • Focus blog content around keywords related to professional signage design, fabrication, and installation

Offline and Local Media

  • Sponsor local B2B networking events
  • Distribute flyers showcasing past projects to local businesses

Online Events

  • Host webinars on 'The Power of Effective Signage for Growing Businesses'

Online Networking

  • Engage in business and industry-focused forums on Reddit and Quora

Cold Outreach

  • Send personalized emails to businesses opening new locations in the near future
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Guide on 'Effective Signage for Growing Businesses'
  • Checklist: 'What to Consider When Choosing a Signage Partner'
  • Case study: 'Behind the Scenes: Delivering Uniform Signage for Multiple Locations'

Tripwire Offer

  • Mini-consultation: 'Your Signage Strategy Session'
  • Discounted design draft for a single location

Welcome Sequence

  • Email 1: Thank you and lead magnet delivery
  • Email 2: Introduction to Skyway Outdoor and USP
  • Email 3: Case study or customer testimonial
  • Email 4: Tripwire offer

Segmentation

  • By industry (retail, banking, healthcare etc.)
  • By company size
  • By location (local, regional, national)

Chatbot and Automation

  • Institute chatbot for immediate question handling
  • Set automated follow-ups based on lead's industry or identified needs

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified
  • Automation capabilities: Unknown
  • Recommended improvements/replacements: Given their revenue, the Hubspot CRM will provide robust marketing automation.

Sales CRM

  • Current platform: Unspecified
  • Pipeline tracking or handoff process: Unknown
  • Recommended upgrades: Depending on their marketing CRM choice, a tightly integrated sales CRM like Hubspot could be valuable.

Automated Follow-Ups

  • Types of automations: Post-opt-in, post-download, webinar attendees
  • Frequency/triggers: After opt-in, post-download, post-webinar, bi-weekly product updates

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Industry news, success stories, new services
  • Segmentation: By industry (retail, banking, healthcare), by company size

Retargeting & Ads

  • Platforms and goals: Google Ads for search retargeting, LinkedIn Lead Ads for decision-makers

Social Media and Content

  • Posting frequency: LinkedIn 2x per week
  • Content type or campaign focus: Industry trends, case studies

Webinars and Events

  • Suggested cadence/purpose: Quarterly webinars educating about the benefits of professional signage

Other Nurture Channels

  • Chatbot on website for immediate question handling
  • SMS: Send automated follow-ups based on lead's industry or identified needs

3. Sales Conversion Strategy

Sales Process

  • Identify and map clear steps of the sales process for Skyway Outdoor's services.
  • Reduce friction by implementing a CRM to manage leads, proposals, contracts, and communications.
  • Add a step to collect feedback post-sale to improve customer experience.
  • Automate follow-up emails post-quotation to nudge the prospect towards proposal signing.

Sales Assets

  • Create a standard proposal template highlighting USPs, past work, and warranty details.
  • Develop objection-handling scripts addressing concerns over cost, installation timeline, and design.
  • Build a pitch deck showcasing expertise, success stories, and process overview.

Testimonials and Case Studies

  • Collect testimonials post-project completion and display them on the website and in sales proposals.
  • Create case studies of past successful projects. Divide these by industry for relevant pitching.

Conversion Rate Insights

  • Use CRM to monitor and track conversion rates. Aim for a 10-15% increase in conversions in the first 6 months.

Urgency and Offers

  • Develop limited-time offers (e.g., discounted installation) for new customers to build urgency.
  • Promote 'early-bird' discounts for businesses planning their expansion ahead of time.

Guarantees and Risk Reversal

  • Highlight 'Full one year warranty on materials and labor' for peace of mind.
  • Assure 'no hidden fees' in the sales pitching process.

Shock and Awe

  • Send a complimentary small replica of the proposed sign design to high-value contracts.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Thorough sales consultation where the customer’s signage needs are fully understood.
  • Kickoff email with detailed project roadmap and points of contact.
  • Welcome packet with company information, relevant case studies, and signage care guidelines.

Communication Cadence

  • Weekly status updates via email featuring progress pictures and notable milestones.
  • Monthly feedback calls to understand the client's satisfaction level and any areas of improvement.
  • Alert the client with updates on permit status and installation scheduling

Client Education

  • Client portal with detailed FAQs and guides on signage maintenance.
  • Video tutorials to show the process behind crafting the signage.
  • Webinars for sharing industry trends, new services updates.

Personalized Touches

  • Welcome on board personalized memento like a mini replica of the creating sign.
  • Milestone acknowledgments when the design is finalized or installation is completed.
  • Birthday and festive greetings to the main contact person.
  • Surprise yearly labor check for signs to show proactive service.

Visuals and Documentation

  • Regular before and after photo updates sent to the client.
  • Detailed final report showing the progress timeline and success metrics.
  • Annual performance report on sign visibility and durability.

Feedback and Proactive Support

  • After-sales service surveys sent after three months of installation.
  • Proactively alert the client and offer solutions if any sign issues are observed.
  • Transparent issue resolution recording and tracking for the client.

Guarantee or Promise

  • Emphasize on the one-year full warranty on all materials and labor.
  • 100% satisfaction guarantee – adjustments until the sign meets the client’s vision.

Operational Excellence

  • Strict adherence to project timelines with real-time access to project tracker.
  • Professionalism in all correspondence and meetings.
  • Digital contracts and documentation for ease and transparency.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer sign maintenance contracts with annual renewals.
  • Incentivize multi-year contracts with a small discount.

Upsells & Cross-Sells

  • Upsell advanced materials or custom designs for an additional fee.
  • Cross-sell interior signage alongside outdoor signage.

Bundling & Packaging

  • Bundle signage with maintenance for a single price offer.
  • Offer package deals for firms that need signage for multiple locations.

Loyalty & Retention Programs

  • Create a referral program: discounts or credits for each new client referred.
  • Early renewal incentives, such as discounted rates or premium services.

Custom Services and Personalization

  • Provide premium white-glove service-level agreements for top-tier accounts.
  • Offer personalized signage design consultations for an additional charge.

Pricing Strategy

  • Tiered pricing: Basic package for sign fabrication, higher tiers include installation/maintenance.
  • Bundle discounts for multiple-location orders.

Customer Data and Insights

  • Track project data to gather insights on successful delivery versus churn risk indicators.
  • Use CRM data for personalized customer outreach and cross-sell opportunities.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 5% off on the next project for successful referrals
  • $500 credit towards future work for new customers

Shareable Assets

  • 'Refer and Earn' email templates for clients
  • Shareable social media posts highlighting successful projects
  • Printable referral cards for networking events

Timing and Triggers

  • After successful installation of signage and approval of quality by the customer
  • Yearly follow-up email to encourage referrals

Client Success Stories

  • Testimonial page showcasing past client satisfaction stories
  • Case studies of successful projects shared on social media

Partner or Affiliate Programs

  • Collaboration programs with construction companies and real estates

Thank-You Experience

  • Personalized letter or thank you email for successful referrals
  • Quarterly top-referrer awards with public recognition

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

Claim your Bonus Call