1 2013 Marketing Initiatives Dale Dean 2013 Marketing Initiatives Dale Dean.

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2013 Marketing InitiativesDale Dean

1. Brand Continuity Program

2. Phone App

3. Publicity / Social Media

4. PEI-NACS Tradeshow

5. New Product Launches

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2012 Marketing Initiatives in Review

1. Brand Continuity Program

3

✓


2. Phone App

4

✓


5


•Facebook 54% increase in "Likes”

versus previous year

•Twitter 43% increase in

"Followers” versus previous year

3. Publicity - Social Media✓

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•YouTube 23,334 video views as of

Jan. 2013 53 subscribers to channel 90 videos posted on

channel

•LinkedIn 634 Followers

3. Publicity - Social Media✓

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• NOTE: This figure is based on the 1x rates of each publication. If OPW would have to purchase the same amount of editorial space in that particular publication, the 1x rate is used to figure the value of coverage received.


OPW Gilbarco Veeder-Root Wayne Franklin Fueling Husky Emco Wheaton Morrison Bros. Fuel Master$0.00

$20,000.00

$40,000.00

$60,000.00

$80,000.00

$100,000.00

$120,000.00

$140,000.00

$160,000.00

$180,000.00

$200,000.00

$178,141.00

$151,714.00

$51,950.00

$13,771.00 $10,330.00

$570.00 $570.00 $0.00

3. Publicity - Summary of 2012 Publicity Value Received ✓

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3. Publicity – Press Releases✓

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3. Publicity – Distributor Email Blasts✓

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• April - OPIS Fueling Equipment Supplement

• May - OPIS Fleet Fueling Supplement

• June - Government Fleet

• July/Aug - Mining Magazine

• Summer - INSITE (UK): AVANCE

• Summer - INSITE (UK): AST EVR Products

• Summer - C-Store Canada: OPW Nozzles & FlexWorks

• Fall - C-Store Canada: SiteSentinel iSite

3. Publicity – Articles✓

4. PEI-NACS Trade Show

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✓


5. New Product Launches from 3 Product Groups

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✓


2013 Marketing Initiatives

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1. Proposal Generator2. New Trade Show Booth3. OPW University4. New OPW Product Catalog5. Distributor Counter Mats6. Mobile Innovation Roadshow 7. Mobile Website Development8. New Corporate Newsletter9. Proactive Publicity Program10. Ad Series & Media Placement11. New Corporate Brochure/Video/Animation12. Segment-Focused Brochures 13. OPWglobal.com Update14. Trade Shows15. Co-op Program

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1. Proposal Generator

• Launch OPW FMS module by the Distributor Seminar in May 2013• Development in Process:

Product Attributes / Logic Interface Design System Programming

Images T/C

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2. New Tradeshow Booth

• Design Concepts in Process • Target Release Date: PEI/NACS 2013 • New booth structure / new graphics

/ new displays

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3. OPW University

• Training Material Resource Center• Step-by-Step Training Guides/PPTs • Troubleshooting Guides• In Depth FAQs• How-To Video Series • Monthly Training Sessions

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• New Catalog cover design• New Product Page format• New Introduction-to-OPW section• Development In Process• Delivery: June 1, 2013

4. New OPW Product Catalog

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5. Distributor Counter Mats

• Update current counter mat template and series of replaceable inserts


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6. Mobile Innovation Roadshow

• Exploratory phase Conceptual designs

and costing is in process to gauge feasibility

• Mini station-in-box designed to demonstrate on site our latest innovations • Target Release Date: TBD



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Adding the OPW Icon to your mobile device

• For iPhone: Go to the OPW Mobile Website home page. Tap the box/arrow icon at the bottom of the screen. Select "Add to Home Screen”

• For Android: Go to the OPW Mobile Website home page and bookmark it. Go to the home screen you want to add the link to. Long-press an empty space to bring up the menu. Select "Add shortcut to Home"

7. Mobile Website Development

• Upgrading the existing OPW Global website to make it mobile-friendly

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9. Proactive Publicity Program

• Initiate development of new quarterly e-newsletter (OPWorld - Leading the Way)• First Issue March 1, 2013


• Constant stream of press releases on innovation successes

• Success story development • Monthly Email blasts of innovation successes • Executive staff profile series in key publications • Monthly Distributor Communications • Social Media Marketing

• More personal posts • “Viral” Video Development

8. New Corporate Newsletter

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10. Ad Series & Media Placement

• SIGMA/Independent Gasoline Marketer Sponsorship & Advertising• Proposed 2013 Media • Update OPW Corporate Ad Series

(aligned with 2013 Media Plan):


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New CorporateVideo / Animation

• Update the current OPW Corporate video (to include new facility footage, overview of OPW)

11. New Corporate Brochure (Global)

• Emphasize (with solutions examples) how OPW is Leading the Way in Innovation

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12. Segment-Focused Brochures

• Narrow the focus to select target segments • Combines all applicable OPW products to provide a total market segment

fueling solution• Add Markets Served sections to OPWGlobal.com


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13. OPWglobal.com – Home Page Simplified


Current News

3 Segments Groups – Product Information And News

Easier Access for Distributors and Technicians

Quick Social Media Access

Link to the Mobile Site

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February 4 - 7 CUPA Conference Garden Grove, CA Exhibiting

February 19 - 21 Western Petroleum Marketers Assoc. (WPMA) Las Vegas, NV Exhibiting

March 1 - 2 Petroleum & Convenience Store Expo. of Mid-America (PACE) Kansas City, MO Exhibiting

March 5 - 6 Canadian Car-Wacs / Ontario Petro. Contractors Association Annual Meeting (OPCA)

Toronto, Ontario Canada With Distributor

March 6 - 7 Southeast Petro Myrtle Beach, SC Exhibiting

March 13 - 14 Gulf Coast Food & Fuel Expo Biloxi, MS Exhibiting

March 26 - 27 Wisconsin Petroleum Marketer Show (WPMCA) Middleton, WI With Distributor

March 27 Arkansas Oil Marketers Hot Springs, AK With Distributor

April 8 - 10 Minnesota Petroleum Marketer Show St. Paul, MN With Distributor

April 15 - 17 Canadian Independent Petroleum Marketers Association (CIPMA) Toronto, Ontario Canada With Distributor

April 16 - 18 M-PACT Indianapolis, IN Exhibiting

April 24 - 25 NAFA Fleet Management Expo St. Louis, MO Exhibiting

May 1 - 2 Atlantic Region Energy Expo (AREE) Atlantic City, NJ Exhibiting

14. 2013 Trade Show Schedule

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May 9 - 10 SW Fuel & Convenience Dallas, TX Exhibiting

June 3 - 5 ILTA - Int'l Liquid Terminals Show (with Blackmer/OPW-ES) Houston, TX Exhibiting

June 10 - 12 GFX - Government Fleet Expo Denver, CO Exhibiting

July 19 - 22 NACo Annual Conference & Exposition Fort Worth, TX TBD

July 20 - 23 Sunshine Food & Fuel Expo (FPMA) Orlando, FL Exhibiting

July 31 - Aug. 2 Idaho Petroleum Marketer Show Sun Valley, ID Exhibiting

August 25 - 28 APWA Convention and Trade Show Chicago, IL Exhibiting

Sept. 3 - 5 Pacific Oil Conference (POC) Los Angeles, CA Exhibiting

Sept. 15 - 18 Southeast Governmental Fleet Manager Association (SGFMA) Charleston, SC Exhibiting

Sept. 16 - 18 National Tanks Conference Denver, CO TBD

October 1 - 2 Canadian Car-Wacs Calgary, Canada With Distributor

October 12 - 15 PEI-NACS Atlanta, GA Exhibiting

14. 2013 Trade Show Schedule

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14. 2013 Trade Shows - WPMA

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14. 2013 Trade Shows - PEI/NACS Show (Booth 4233)



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• Designed to strengthen your marketing efforts by paying a portion of pre-approved marketing and advertising dollars.

• OPW will support co-op marketing activities at 50% of the cost, up to 1% of previous calendar year’s total net shipments from OPW.

• OPW Maximum Reinbursement:$15,000 per year. $5,000 per quarter.

15. 2013 OPW Co-op Program

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