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The Benefits of Being a STAR. May 9, 2007 Woody Woodall, Director of Business, W.E. Bowers, Inc., Beltsville, MD Barbara Dolim, Executive Director, MSCA, Rockville, MD. MSCA STAR Contractor Qualification Program.
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The Benefits of Being a STAR May 9, 2007 Woody Woodall, Director of Business, W.E. Bowers, Inc., Beltsville, MD Barbara Dolim, Executive Director, MSCA, Rockville, MD
MSCA STARContractor Qualification Program • For the contractor, it provides a unique marketing opportunity to gain and retain business • For the customer, it affirms that the contractor has met tough industry requirements • For the employee, it reinforces your company’s commitment to the highest standards
MSCA STARContractor Qualification Program • Program introduced October 2004 • 74 MSCA STARs to date • Industry focus today on “certification” • Proven sales & marketing tool • Gaining industry media attention
Why become a MSCA STAR? • Differentiates you from the competition • Validates to customers and employees your commitment to excellence • Pre-qualifies you to customers on key criteria such as safety and education
What makes a STAR? • The ability to meet a stringent set of operating criteria • Detailed application and supporting documentation • Submit to MSCA for review • Verification by independent third party
Ensuring STAR Success • Internal Marketing • Promote STAR to your staff first • Celebrate STAR • Educate your staff about STAR • Get them to buy into STAR • Keep reminding them about its importance • Motivate them to become STAR ambassadors
Internal Marketing at W.E. Bowers • Celebrate STAR • Kick-off party • Recognize certified techs • Reinforce value • Continue to educate team • Keep reinforcing STAR message • All-hands meetings • Quarterly newsletter
Develop Your Marketing Message – STAR Marketing Kit • Marketing support materials you need to succeed are in the MSCA STAR Marketing Kit: • Entire kit recently updated • Marketing strategies • Ready-to-use tools • Direct mail postcards • Print ads • Brochure, door hangers, etc. • Press materials • Available for purchase • Truck decals • Window decals • Uniform patches
How We’ve Used the Kit • Downloadable logo • Postcards • Developed sequential direct mail program applying ready-to-use materials
MSCA’s Resources • STAR Galaxy email newsletter • Read it & share it • Full of good marketing ideas • We send it around the company • Website – www.mscastar.org • Information source for contractors and customers • Talk to other STARs
www.mscastar.org • Member-only section of website • Logo/graphics • Customizable brochures (Hire a STAR) • Archived webinars • Customer presentation • Newspaper ads
Simple Ways to Integrate STAR into Your Existing Marketing • Voicemail messages • On-hold phone script • Email signature • Logo and link to mscastar.org on your website • Shirts, hats, uniforms, etc. • Truck signage • Equipment stickers • Incorporate the message in your sales presentations • Printed materials • Press releases
MSCA STAR Success Stories • Adrian Mechanical (Adrian, MI) • Airtech Air Conditioning (Miami, FL) • RECCO (Woburn, MA) • HMC (Louisville, KY) • Indoor Environmental Services (Sacramento, CA) • And more as featured in the March 2007 MSCA Dateline
Becoming a STAR – steps and tips • Get buy-in from the top of your organization • Empower one person to drive your application (and the marketing and integration once you attain STAR) • Review the application kit and determine what you need to meet the requirements
Becoming a STAR – tips and steps • Get the application ready while your technicians test for UA STAR
STAR Criteria & Significance to Your Customers • Proven track record in the industry • Understand customer’s needs and have developed partnerships to meet those needs • Submit: Company annual report
STAR Criteria & Significance to Your Customers • UA STAR Certified Technicians – 25% of Service Journeymen • Ensures trained, skilled technicians • UA STAR guarantees qualified technicians, MSCA STAR guarantees qualified contractors • Submit: the names of certified technicians
STAR Criteria & Significance to Your Customers • UA STAR Update • Other UA STAR exams qualify: • Plumbing • MES • Refrigeration • Local support • Review materials • Information sources • www.uauniversity.org • www.nationalitc.com
STAR Criteria & Significance to Your Customers • Outstanding Safety Record • Ensures documented procedures and record keeping • Guarantees compliance with all federal and state regulations • Work-related injuries rate below industry averages • Work is performed in a safe manner • Submit: Safety program with certain components and Safety eligibility form (on MSCA STAR website)
STAR Criteria & Significance to Your Customers • Ongoing Training and Education • Ensures employees have the latest training on current technologies, regulations and procedures • Submit: list of training programs provided
STAR Criteria & Significance to Your Customers • Established Inventory Control Program • Ensures parts and supplies available and saves resources • Submit: description of company tool policy
STAR Criteria & Significance to Your Customers • Photo ID Cards • Ensures tenants peace of mind • Submit: Photocopy of company ID card
STAR Criteria & Significance to Your Customers • Exceptional Customer Service • Ensures a commitment to customer satisfaction and responsiveness to customer needs • Submit: Description of customer feedback program and letters of recommendation from three current customers
MSCA STAR Mentors • Current MSCA STARs are ready to help you navigate the application process, answer questions, etc. • Email Barb Dolim if you would like a STAR mentor (bdolim@mcaa.org)
To Apply • Download Qualifier Kit and Application Form in the contractors section of www.mscastar.org • Submit materials in a 3-ring tabbed binder • Allow 4-6 weeks for processing
New STAR Recognition at Educational Conference • Apply by 9/1/07 to be included in this year’s recognition ceremony at Educational Conference
Thank You • Visit www.mscastar.org for more information • Or email Barb Dolim, bdolim@mcaa.org, with any questions