2015_MCA_Award
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This document summarizes a marketing campaign conducted by Finley Engineering Group to position the company as a specialty bridge engineering firm with expertise in challenging and complex bridge projects. The campaign secured feature articles about one of Finley's projects in two industry publications reaching over 50,000 engineers, contractors, and other stakeholders. It also included a webinar with over 400 registrants. The campaign cost $6,800 and generated over $18,000 in equivalent advertising value, providing a strong return on investment. Testimonials in the articles highlighted Finley's innovative design solutions and cost savings on the project. Finley used the articles and webinar in proposals and on their website to further marketing and sales efforts.
2015_MCA_Award
- 1. SMPS 2015 MCA Awards Clarification Statement 7 – Feature Writing | Finley Engineering Group, Inc. (FINLEY) and On Target Marketing and Communications, LLC “Less  Leads  to  More  Innovative  Design  and  Construction  Methods  Result  in  Full-Ââ€Project  Buildout† Feature  Article  1  PLANNING  The  primary  goal  of  this  campaign  was  to  position  FINLEY  as  a  specialty  bridge  engineering  firm  that  adds  value  when  the  project  is  challenging,  a  special  or  high  level  expertise  and  experience  is  required,  when  the  construction  method  must  be  built  into  the  design  (Design-Ââ€Build,  D/B/F/O/M,  Public-Ââ€Private  Partnership  (P3),  CMGC  and  value  engineering),  when  technologically  is  sophisticated  and  where  time  is  money.  Based  on  market  research  that  was  conducted,  Florida  is  the  leader  in  alternative  delivery  methods  with  over  400  design-Ââ€build,  $6.7  billion  in  P3  projects  since  2009  and  an  $8-Ââ€9  billion  dollar  annual  transportation  budget.  This  audience  consists  of  3,500  department  of  transportation  engineers,  consulting  engineers,  and  contractors.  The  United  States  target  market  is  20,000  contractors,  20,000  state  departments  of  transportation  engineers/administrators  and  13,000  consulting  engineers.    GOALS  /  RESULTS  Goal  1.  To  secure  one  feature  article  in  an  industry  publication  for  our  target  market  describing  FINLEY’s  complex  bridge  design  and  construction  engineering  expertise  as  part  of  an  alternative  delivery  method  project  such  as  Design-Ââ€Build-†Finance/Public  Private  Partnership  (P3).    • A  3-Ââ€1/3  page  article  with  cover  photo  was  published  in  the  October  2014  issues  of  The  FES  Journal.  FES  has  3,500  subscribers  including  DOT  engineers,  consulting  engineers  and  contractors  located  in  Florida.  The  article  was  also  sent  to  3,900  FINLEY  newsletter  subscribers.   • A  three-Ââ€page  electronic  article  was  published  in  the  Summer  2014  issue  of  ASPIRE,  a  publication  of  the  Precast/Prestressed  Concrete  Institute  (PCI)  in  cooperation  with  the  associations  of  the  National  Concrete  Bridge  Council.  The  editorial  content  focuses  on  the  latest  technology  and  key  issues  in  the  Concrete  Bridge  Industry.  From  the  federal,  state,  and  local  agencies,  to  consultants,  to  planners,  universities  and  contractors,  ASPIRE  delivers  to  the  most  influential  audience  of  more  than  50,000  national  stake  holders.   • Roads  &  Bridges  with  62,000  subscribers  located  throughout  the  United  States  requested  a  webinar  for  September  23,  2014  featuring  the  innovative  methods  and  materials  used  on  the  project.  This  was  a  1-Ââ€hour  technical  presentation  was  delivered  by  FINLEY  Principal,  Jerry  Pfuntner,  P.E.,  and  received  496  registrations.  The  article  was  also  sent  to  3,900  FINLEY  newsletter  subscribers  and  posted  on  the  company  website.   Goal  2.  To  position  FINLEY  as  a  thought  leader  in  innovative  bridge  designer  by  highlighting  examples  of  FINLEY’s  Alternative  Technical  Concepts  (ATCs)  and  introduction  of  new  materials  which  reduced  project  time,  materials  costs  and  helps  the  design-Ââ€build  or  P3  team  win  the  project.  The  article  explains  in  detail  the  bid  process  for  this  Design-Ââ€Build-Ââ€Finance  project,  redesign  of  bridges,  $20  million  cost  savings,  and  top-Ââ€down  construction  methodology  which  allowed  the  bridges  to  be  built  on  a  busy  freeway,  next  to  Miami  International  Airport  with  FAA  height  restrictions  and  430,000  vehicles  daily  transversing  the  intersection.   RETURN  ON  INVESTMENT   Budget:  7,000  Actual:  $6,800.  Based  on  published  advertising  rates  for  comparable  space,  the  ASPIRE  3-Ââ€page  color  article  has  a  value  of  $19,500,  and  The  FES  Journal  3-Ââ€1/3  page  plus  cover  has  a  value  of  $5,575.  FINLEY’s  ROI  is  $18,275.    TESTIMONIALS  5  quotes  were  featured  from  the  Owner,  JV-Ââ€Contractor,  Prime  Roadway  Design  Consultant  and  CEI  Project  Coordinator.  The  strongest  quote  came  from  the  Owner,  Florida  Department  of  Transportation  District  Secretary  Gus  Pego,  PE  who  stated  “…the  successful  firm  indicated  to  us  that  they  trimmed  an  additional  $20  million  from  their  bid  in  order  to  reach  the  highest  bid  alternative.  This  required  creativity  with  respect  to  roadway  and  bridge  design  as  well  as  MOT  phasing.† This  article  represents  third-Ââ€party  endorsement  of  FINLEY’s  segmental  bridge  design  expertise,  innovative  use  of  materials  and  expertise  in  designing  complex  bridge  projects  using  top-Ââ€down  construction  methodology.  This  endorsement  supports  FINLEY’s  Goal  2.   INTEGRATION  OF  PIECE  INTO  SALES  EFFORTS   FINLEY  used  the  electronic  reprints  and  recorded  webniar  to  post  on  the  website,  send  the  article  to  3,900  FINLEY  news  subscribers  and  as  a  supplement  to  proposals  or  leave-Ââ€behinds  at  presentations.  These  publications  and  webinar  are  posted  on  the  publisher’s  website  for  future  reference  and  exposure.   Craig Finley, Jr., P.E. President craig.finley@finleyengineeringgroup.com 850.894.1600 Ann Schiola, CPSM Marketing Director ann.schiola@finleyengineeringgroup.com 850.544.1633 Theresa M. Casey, FSMPS, CPSM Founding Principal tcasey@on-target.biz 860.228.0163 2015 SMPS MCA – Feature Writing Tallahassee, FL Columbia, CT FinleyPoster_615.indd 1 6/23/15 9:32 PM