Straw bale building Training for European Professionals: Marketing & Communication

UNIT 8

Marketing & Communication

Training

U8 Learning Outcomes

Page 5

U8 Session 1: the Market U8 Info Sheet: the Market (Overview)

3 hours

7 8

U8 Session 2: Marketing Strategy U8 Info Sheet: Marketing Strategy (Overview)

3 hours

11 13

U8 Session 3: Branding U8 Info Sheet: branding (Overview)

2 hours

14 15

U8 Session 4: Cost, Prizing & Contracts 6 hours U8 Info Sheet: Cost, Prizing & Contracts (Overview)

16 17

U8 Session 5: Verbal Communication U8 Info Sheet: Tools (Overview)

4 hours

18 19

U8 Session 6: Language Training

4 hours

21

INDEX

UNIT 8 Marketing & Communication

Partner STEP (Straw Bale Training for European Professionals) 21 Credits & Imprint

22

3

4

U8 – MARKETING AND COMMUNICATION

Learning Outcomes

U8 Level 4 – ECVET Credit points: 7%

Knowledge

Skills

Trainees know !

Trainees can !

• basic business knowledge

• formulate a marketing concept

• suppliers and purchasing sources

• define appropriate and suitable target groups

• how to handle customer base

• understand the concept of warranty as a marketing instrument

• corporate Identity and Design • an overview of regional price levels • how to optimize workshop equipment • the difference between costs and pricing • product costing analysis • delegate the work to others professionals • legal framework conditions • different types of orders and performance of contracts • warranty • advantages and properties of straw bale building • elements of discussion techniques • know different target groups and their needs • communicate with the other partners

• recognize customer requirements • use resources in the acquisition process effciently and effective • convey an appropriate Corporate Identity • prepare a quantity measurement • calculate and order materials • calculate of costs • submit a building contract • optimize the workshop equipment • optimize purchase of materials • explain the advantages and properties of straw bale buildings • understand and explain an offer and compile it according to terms of reference

• negotiate with the client • organize and lead a building site meeting • work in team

Competence Trainees can !

• understand the commercial contexts • understand the necessity of active marketing • independently develop and adapt a marketing concept • understand the significance of an appropriate Corporate Identity • calculate material and order it according to terms of reference • independently develop an offer concept • communicate and explain the main advantages of natural building

5

6

Session Plan

S1 - The Market

S1 U8 - Marketing and communication

Objectives:

Trainer:

Trainees !

!

Place: know different possibilities of operating in a market Classroom (organizational) ! can name key market factors relevant when launching Duration: a new business venture 3 hours ! know ways of researching a market (customers,suppliers, competitors) Equipment’s ! can manage the quality of their service, can receive and process feedback from customers Flipchart Paper sheets Methods: Markers • Lecture/Talk • Discussion: interaction with trainees, drawing on their work experience and general knowledge

Theory

! !

group exercise: find out what the market is

!

determination of demands: straw builder and the market

! ! ! ! !

market research

introduction to the marketing module: content of the course

regional development quality of services suppliers lifelong learning

Task

-

Documents: Info sheet U8-S1-i1 Text sheet ECVET U8-S1-Tx1 ECVET U8-S1-Tx2 ECVET U8-S1-Tx3 ECVET U8-S1-Tx4 ECVET U8-S1-Tx5 ECVET U8-S1-Tx6 ECVET U8-S1-Tx7

Practice

Trainees are asked to search for the key words connected to the theme of marketing, for example: clients, suppliers, demand and quality. The trainer moderates a brainstorming session. Results are written down. Pin flipchart papers on the wall after completing Exercise ECVET U8-S1-E1 the exercise.

• Handbuch zum Marketing Chapters 1,3,9,10 Evaluation Multiple choice

Organisation •

7

S1 – The Market

Info Sheet

U8 I1 The Market

8

Info Sheet

S1 – The Market

I1 The Market

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9

10

Session Plan

S2 - Marketing Strategy

S2 U8 - Marketing and communication

Objectives:

Trainer:

Trainees ! ! know how and why to develop marketing objectives and strategies ! know how to develop and write a complete marketing plan ! know how to provide an interdisciplinary environment for the generation of creative ideas in marketing ! know how to provide sufficient analytic skills for evaluation (and implementation) of these ideas ! can find the connections to other needed building companies before and after the strawbale work and make a cooperation with them (each other advertisement)

Place: Classroom Duration: 3 hours Equipment’s Flipchart Paper sheets Markers

Methods: •

Lecture with overhead projector

•

Discussion

•

Verbal explanations with different supports: videos, websites, printed flyers, etc.

•

Definition of promotional strategies

! ! ! !

Promotion as a main aspect of marketing

Theory

! ! ! ! !

Promotional plan or promotional mix What is a promotional plan?

Effective promotional tactics: advertising, personal selling, sales promotion, publicity or public relations Promotional techniques: introductory exercise

Documents: Info sheet U8-S2-i1 to i6 Text sheet ECVET U8-S2-Tx1 to Tx6

Advertising media and techniques Ice breaker exercise Advertising media: billboards, printed flyers, tv, etc.

Advertising techniques: repetition, bandwagon, testimonials, pressure

• Task

Exercise ECVET U8-S2-E1 to E4 Handbuch zum Marketing Chapters 13,14,15,16,17

Practice

-

Divide into groups and each group could be a building Evaluation Multiple choice company with each other needed services. Try to speak how it will cooperate during the building process.

-

Work alone and try to write down your future marketing plan. Present and discuss about it in a group.

• Organisation •

11

i2 – Marketing Strategy

Info Sheet

U8 U8 - Marketing and communication

12

13

Session Plan

S3 - Branding

S3 U8 - Marketing and communication

Objectives:

Trainer:

Trainees ! ! understand the need for corporate identity development ! can identify elements of corporate identity ! can shape a corporate identity

Place: Classroom

Methods:

2 hours

•

Lecture with overhead projector (verbal explanation)

Equipment’s

•

Discussion

•

Exercise with sample materials

Flipchart Paper sheets Markers

•

Documents:

Theory

! !

Ice-breaker exercise

!

Practical tips for applying corporate identity: correspondence, business cards, printed publications, Text sheet presentations, webpages and references.

ECVET U8-S3-Tx1

•

Introduction: developing a definition of corporate identity

Task

-

Game exercise: try to develop your simple corporate identity, colors, logos, etc. Draw it, paint it, and after explain it to others. Present which are the most important elements of corporate identity for you.

Practice

•

Organisation •

14

Duration:

Info sheet U8-S3-i1

Exercise ECVET U8-S3-E1 to E3 Handbuch zum Marketing Chapters 2,11,12 page 57: Kleider Machen Leute Evaluation Multiple choice Group presentations of everyones corporate identity elements

Info Sheet

i1- identity

S3 U8 - Marketing and communication

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15

Session Plan

S4 - Cost, Pricing and Contracts

S4 U8 - Marketing and communication

Objectives:

Trainer:

Trainees ! ! can convey the basics of legally binding action and freedom of Place: Classroom building contracts ! know the legal consequences in building law Duration: ! can convey the basics of cost calculation 6 hours ! can convey the basics of tender Equipment’s Methods: Flipchart • Lecture with overhead projector Paper sheets • Discussion and verbal explanation Markers • Moderators' Briefcase •

Documents:

Theory

•

Basic principles of:

! ! ! ! ! ! ! !

contractually relevant rules

! !

forms and types of building contracts / assignment termination of building contracts form and implication of acceptance tolerance in constructions

Exercise ECVET U8-S4-E2 factors in price calculation and pricing: general pricing, ECVET U8-S4-E4 contractors' costs, cost of the product ECVET U8-S4-E8 sampling in constructions consequences of disruption and delay

EU law and national conversion

Handbuch zum Marketing Chapter 4

Practice

-

Participants will be given cards with key words and will be asked to mindmap „hourly wages“ and to assign the French training: Couts de construction et paille terms

-

Participants will practice acceptance in a role play game

-

Participants will be asked to communicate their own experience regarding rebate with their neighbour, group discussion of the result

• Organisation

16

Text sheet ECVET U8-S4-Tx2 to Tx10

deficiency and its legal consequences

• Task

•

Info sheet U8-S4-i6 to i9

Evaluation Multiple choice

i6- Cost, Pricing and Contracts

Info Sheet

S4 U8 - Marketing and communication

Session Plan

S5 - Verbal Communication

S5 U8 - Marketing and communication

Objectives:

Trainer:

Trainees ! ! know elements of discussion techniques ! know different types of clients and their different needs ! can explain the advantages and properties of strawbale building ! can communicate with the other partners ! can organize and lead a building site meeting ! can explain an offer ! can negotiate with the client Methods: •

verbal communication with different supports

•

group work and roleplay

Place: Classroom Duration: 4 hours Equipment’s Overhead Flipchart or whiteboard Tables and chairs

• •

Documents:

Theory

•

Suggested session:

! ! ! ! ! !

E1: Ice breaker (20 min. discussion) i1 + Tx1 (40 min. theory + discussion) i2 + Tx2 (40 min. theory + discussion) E2 (40 min. theory + discussion) i3 + Tx3 (40 min. theory + discussion)

-

Practice

-

Exercise ECVET U8-S5-E1 to E3 E1: Discuss as a group the main reasons for using straw as a building material, and for using one company above another

Handbuch zum Marketing Chapter 4,5,6,7,8

E2: Trainees split into groups and go through a list of questions that they might be asked by the client. They French training: decide what their response would be; whether they can answer them on the spot or whether they would need i1 to i6 t1 to t3 time to form an answer and what information they would need to do this and where this information can be found. The class then comes back together to Evaluation discuss the possible answers.

Assessment with professional E3: Roleplay investigating responses to different types actor of client. The trainees are given a choice of different scenarios in which they take turns to play the part of the client or the clay plaster expert. A third trainee observes their role play and aids the discussion at the end.

• Organisation •

Text sheet ECVET U8-S5-Tx1 to Tx3

E3 (60 min. exercise)

• Task

-

Info sheet U8-S5-i1 to i3

i1- Verbal Communication

Info Sheet

S5 U8 - Marketing and communication

S6 – Language Training

Session Plan

S6 U8 - Marketing and communication

These 9 partners signed a memorandum of understanding with the aim to promote and improve training opportunities in Straw Bale building all across Europe.

FASBA - GERMANY Fachverband Strohballenbau Deutschland e.V., Artilleriestrasse 6 in 27283 Verden, DE PARTICIPANTS: Sissy Hein, Dittmar Hecken, Burkard Rüger, Heinz Michael Fischer, Dirk Scharmer www.fasba.de ASBN - AUSTRIA Austrian Straw Bale Network, Baierdorf 6 in 3720 Ravelsbach, AU PARTICIPANTS: Herbert Gruber, Erwin Schwarzmüller, Helmuth Santler, Gerhard Scherbaum http://www.baubiologie.at/wp/strohballenbau/asbn-netzwerk/

PARTNER

THE PARTNERS OF THE LEONARDO PARTNERSHIP STEP

SBN - NETHERLANDS Strobouw Nederland, Pauwenkamp 45 in 3607 GC Maarsen, NL PARTICIPANTS: Wouter Klijn, Sissy Verspeek, Florian van Roekel, Piotr Bronicki http://www.strobouw.nl ARTUR - SLOVAKIA Archtektura pre Trvalo Udrzatelny Rozvoj, 90301 Hruby Sur 237, SK PARTICIPANTS: Zuzana Kierulfova, Marian Ontkoc, Peter Coch, Boris Hochel, http://ozartur.sk RFCP LES COMPAILLONS - FRANCE Reseau Francais de la Construction en Paille, SCM le Jeune, 28 avenue Léon Blum, 31500 Toulouse FR PARTICIPANTS: Isabelle Melchior, Noé Solsona, Dirk Eberhard, Manas Melliwa, Cedric Hamelin http://www.compaillons.eu / http://rfcp.fr RCP - SPAIN Red de Construccion con Paja, Doctor Fajames 44 in 03204 Elche, ES PARTICIPANTS: Valentina, Maini, Alejandro Lopez, Maren Thermes http://www.casasdepaja.org STRAWBUILD – UNITED KINGDOM Sedum Cottage, Owen Street, Pennar in SA 72 6SL Pembroke Dock, UK PARTICIPANTS: Bee Rowan, Michael Howlett, David Semenysin, Chris Hawker, Kuba Wihan http://www.strawbuild.org COMPALHA - PORTUGAL Associacao para a bioconstrucao com fardos de palha e materiais naturais em Portugal, Rua Abade Faria 40 3D in 2725-476 Mem Martins, PT Participants: Catarina Pinto, Joao Barbosa Sequeira, Luisa Alves de Paiva http://compalha.pt MAGYAR SZALMAÉPITOK EGYESÜLETE - HUNGARY Joka u. 14 in 5650 Mezoberény, HU Participants: Titusz Igaz, Gabriella Revesz, Gabor Szücs http://www.szalmaepitok.hu

23

STEP – Straw Bale Training for European Professionals UNIT 8 – MARKETING & COMMUNICATION Editors UNIT 8: Florian van Roekel (Strobouw Nederland) Info sheet content based on ECVET Clay Coordination: Sissy Hein (FASBA), Dirk Eberhard (RFCP) Session Plans: Leonardo Partner (see p. 23) Design: Herbert Gruber (Layout), Michael Howlett (Drawings, Logos), Isabelle Melchior, Alejandro Lopez (Templates) Photos: Wikimedia, Herbert Gruber