Marketing Initiative

Introduction
In early 2007, ICPA held a strategic planning meeting at which members decided to dedicate the association’s immediate focus on intensifying its market awareness program, specifically to ensure key market segments were better aware of cast polymer products. Developing a marketing initiative involved four phases: an internal marketing audit, an external marketing audit, a member survey and a marketing action plan.

And the Winner Is...MasterCast Engineered Composites™
After months of market research and testing with end users and specifiers, ICPA’s Marketing Committee and Board of Advisors voted to approve the name MasterCast Engineered Composites™ as the new branding name for cast polymers. The new umbrella name, which has been created to help member companies market their products, will appear on all ICPA marketing materials as well as on a consumer-oriented website currently under development.

Branding Research with End-Users
ICPA’s Marketing Initiative has moved forward with its branding research with end-users to determine a preferred umbrella name for cast polymer products. Highlights of the focus group and omnibus survey research are available on the members-only portion of the ICPA website.

Branding Research with Specifiers
Following the results of branding research with end users, qualitative research was conducted with specifiers to determine their preferences for a new umbrella name for cast polymers. Members may view the results of this research by going to the members only-portion of the website.

Marketing Action Plan

Based on the results of the recently conducted internal and external marketing audits and an ICPA member survey, the ICPA Marketing Committee has been working with the Wexler Marketing Group to develop a Marketing Action Plan.  As a prelude to implementing this plan, the committee has agreed to first develop branding elements, including a brand name for cast polymer products.  Following this, the committee will work with Wexler to create a separate ICPA website for end-users.

The ICPA Marketing Action Plan is divided into four areas:

• Target Market Segments, which include the following audiences: specifiers, end-users, and influencers
• Strategies: such as public relations, sales collateral materials, and direct marketing
• Tactical Elements, which outline a specific course of action for achieving strategies for each market segment
• Promotional Budget, broken down by tactical elements

Member Survey

In addition to the comprehensive audits, ICPA also conducted a member survey.

The survey measured member satisfaction with ICPA and the professional needs of its members. The results have been used to help determine and support future activities for the ICPA membership.

Survey was conducted in August, 2007 and was delivered in September, 2007.

Marketing Audits

The purpose was to conduct an examination of the organization’s marketing objectives, strategies, organization, and performance. The result helped us identify the strengths & weaknesses and opportunities & threats facing ICPA as it moves forward with its goal of enhanced consumer awareness.

The process involved two phases: internal and external marketing audits. These were conducted independently of each other.

Internal Marketing Audit

Audit began on May 15, written report delivered to ICPA Board by May 29.

This phase would involve a review of functions within the organization that contribute to and influence marketing practices. Following are the areas to be involved.

MARKETING ORGANIZATION
Structure, functions of staff and governance, internal communications

MARKETING STRATEGY
Mission, objectives and goals, strategic approach

MARKETING SYSTEMS
Planning, strategies, new-product/service development, marketing measurement

MARKETING FUNCTION
Products & services, pricing, promotion

External Marketing Audit

Audit began in June and was completed in late August.

This portion of the marketing audit involves the examination of external forces that impact, influence, and control the marketing efforts of ICPA in the marketplace.

MARKET ENVIRONMENT
Market influences, publics and constituencies, technological

TASK ENVIRONMENT
Target segments, customers, distribution channel, competitors

SWOT ANALYSIS
Summary of the findings of the internal and external marketing audits