Fastenal Advertising Plan

1

Fastenal Advertising Project

November

2014Team Members: Vanessa Arasin, Jamila Henderson, Collin Curbo, Madison Hitt, Jasmine Stoker, Colby DeCordova, Sydney Ford, Kolby Dickerson, Clayton Godfrey, Nick Stott, Carley Carpenter, Preston Dandy, Bradley Phelps, Annie Hill, Trevion Jones, Jarred Odom

“Growth Through Customer Service”

Contents

Mission Statement...........................................................................................................................1

Situation Analysis............................................................................................................................1

SWOT Analysis...............................................................................................................................2

Strengths......................................................................................................................................2

Current Media Analysis...................................................................................................................3

Owned..........................................................................................................................................3

Earned..........................................................................................................................................3

Paid..............................................................................................................................................3

Target Markets.................................................................................................................................3

List of Licensed Contractors in Designated Market Area...............................................................4

Competitor Analysis........................................................................................................................8

Campaign Strategy...........................................................................................................................9

Press Release...............................................................................................................................9

Banners, Newspaper, Direct Mail, (Proposed Billboards)..........................................................9

Whataburger Promotion...............................................................................................................9

Sponsoring Little League Baseball (Corporate Social Responsibility).....................................10

Fishing Tournament...................................................................................................................11

Golf Tournament.......................................................................................................................14

Media Budget Explanation............................................................................................................15

Social Media..................................................................................................................................16

Goals..............................................................................................................................................17

Appendix........................................................................................................................................19

Press Release.............................................................................................................................19

Print Advertisements.................................................................................................................20

Direct Mail.................................................................................................................................21

References......................................................................................................................................24

Mission Statement

"”Growth Through Customer Service"

Situation Analysis

The Industrial Distribution industry was estimated to be $400 billion in 2001, but the industry has many sub-industries within it, sixteen to be exact. To name a few, Home Improvement revenues were $73 billion in 2003, $5.1 billion for the Building Materials Wholesale industry, $61 billion for the Electronic Wholesale industry, $10.4 billion for the Industrial Equipment Wholesale industry, and $211 billion for the Basic Materials Wholesale Industry. The scope of competitive rivalry, all of the top ten companies in the industry have a national impact with their companies, although some have expanded into small international ventures in countries like Canada, Singapore, Mexico, and Puerto Rico. Some of the smaller but still large companies in the industry have a regional impact moving toward national. The market growth rate from 2002-2003 was both up and down for the top 50 companies in the industry. Half of the companies had declining sales at an average of 11%, 23 of the top 50 companies reported an average of 11.6% in sales gains, and two companies reported flat rates of growth. The Stage in life cycle in the industry is at the mature stage. The major competitors have been established for over 25 years, some dating back as early as the 1920’s. The numbers of companies in the industry are over 100 “big” companies in the industry. The top fifty companies, the “biggest of the big,” range in sales (2002) from $86.5 million to $4.64 billion and from 20 locations to over 1100. In 2003 the top 10 distributors claimed 13% of the market share, and the next 80 companies following the top ten claimed 10% of the market share. The thousands of smaller local, regional, and specialty industrial distributors who in 2001 made up 92% of the industry only had less than 0.1% market share each.

Over the past 47 years, Fastenal has grown from a small-town fastener shop, to a thriving regional business, to North America’s largest fastener distributor, to the world’s most efficient supplier of OEM, MRO, and construction products. Along the way, we’ve never wavered in our belief that great service starts with being close to our customers, which is why today we operate nearly 2,700 stores spanning all 50 states and 20-plus nations.

You’ll find Fastenal stores in cities like Houston, Indianapolis, Atlanta, Toronto, and Shanghai. You’ll also find us in smaller communities like Chowchilla, California; Greenville, Alabama; and Thompson, Manitoba. But what really matters is that you’ll find a Fastenal store near you – ready to stock your products, manage your inventory, respond urgently, and provide the kind of customer service you just can’t get from a catalog or 1-800 number.

SWOT Analysis

Strengths

Fastenal’s strengths include strong store network and distribution model and strong service model. Fastenal offers its products through nearly 2,700 stores where as its closest competitor W.W. Grainger offers its products through only 709 stores. Fastenal has 14 distribution centers, which provides them with more than 2.7 million square feet of distribution capacity.  This strong store network and distribution model allows Fastenal to enhance its market position and consequently increase its revenues.

Weaknesses

Fastenal’s main weakness is its geographic concentration. Fastenal’s business operations are concentrated in the US.  Where Fastenal is at a disadvantage is that since it is highly dependent on the US market, it makes them vulnerable to negative trends in the customer demand, economic downturn in the region, and other similar factors affecting the US market. Since Fastenal has a high geographic concentration, it could affect the overall results of its operations.

Opportunities

Fastenal current opportunities include growing e-commerce sales in the US, strategic opening of stores, and growing non-residential construction spending in the US. Fastenal sells its products through an online website. Since they have been successful doing this, they are able to leverage the growing e-commerce sales in the US. Fastenal has a strategic way of opening its stores. Fastenal tries to open new stores at a rate of about 7-10% per year. By doing this, it will allow them to sustain revenues even at a time of economic slowdown. Most of Fastenal’s customers are in the manufacturing and non-residential construction markets. By growing non-residential construction spending it will allow Fastenal to increase its revenues.

Threats

The two big threats that Fastenal faces are their intense competition and the volatility in raw material prices. Fastenal competes with companies such as Ace Hardware, AIT, and W.W. Grainger. Increased industry competition could lead to pricing pressures, which in return could unfavorably impact the market share of the company.  The primary material used by Fastenal to manufacture its products is steel. On a global and regional basis, the prices of steel can experience significant fluctuation due to supply and demand trends.  Since these raw materials can go up and down in price it could materially affect the company’s profits.

Current Media Analysis

Owned

Website- The website contains all of the store locations of all of the Fastenal stores as well as the ability to order the products online. The customer is also able to make an account to keep up with their items that they have purchased. They have lists of the services and resources available to the customer. At the bottom of the website there are more options for the customer consisting of options to help them and how to get in touch with the company.

Facebook- The Facebook page is for the company as a whole. It tells the consumers about the seminars and further information about the company by the people who work there. The page consists of numerous pictures of the employees, the Fastenal NASCAR, pictures from their seminars, and advertisements.

Stores- Our client has stores located in Nacogdoches, Lufkin, Center, Henderson, Kilgore, Longview, and Tyler, Texas.

Earned

Newspaper Article - Fastenal has an article written about them in the New York Times. Radio Exposure- Fastenal has no known advertisements for this section

Paid

Newspaper- Fastenal has no known advertisements for this sectionMagazine- Fastenal has no known advertisements for this sectionTV- Fastenal has no known advertisements for this sectionWebsite- Fastenal has a website for their whole company not just for our customer.Outdoor- Fastenal has no known advertisements for this sectionDirect Mail- Fastenal has no known advertisements for this section

Target Markets

Primary - General ContractorsSecondary - Sub-contractorsTertiary - General Public

Contracting work is generally labor intensive and a majority are men. Typical age for working men ranges from 25-55.

Summer is the prime time for contracting work due to the fact that many jobs are done outdoors and many people are looking to get contracting work done during this time of year while there is good weather.

Contractors are up and at the job site extra early to ensure maximum daylight for work to get done.

Since we are targeting contractors in the East Texas area, we assume many of them are sports-oriented, whether they watch, play, have played, or have family members who play sports.

List of Licensed Contractors in Designated Market Area

All BBB Accredited Longview Contractors - General

Business Name / AddressType of Business / DistanceBBB Accreditation B. L. Duszik Construction Company108 E Highland Ave Longview, TX View BBB ReviewContractors - General Serving Longview, TX B Jordan Construction LLC3631 Lansing Switch Rd Longview, TX View BBB ReviewContractors - General Serving Longview, TX Breck Thompson Builders1711 Hyacinth Dr Longview, TX View BBB ReviewContractors - General Serving Longview, TX Casey Slone Construction, LLC125 Lacebark Ln Longview, TX View BBB Review

Contractors - General Serving Longview, TX

Classic Homes By Sam Clark, Inc.3239 Sam Page Rd Longview, TX View BBB ReviewContractors - General Serving Longview, TX Cox Builders, Inc.4001 Technology Ctr STE 202 Longview, TX View BBB ReviewContractors - General Serving Longview, TX D.J. Johnson & Co., Inc.331 Turtle Creek Dr Longview, TX View BBB ReviewContractors - General Serving Longview, TX First General Services of Northeast TexasPO Box 9712 Longview, TX View BBB ReviewContractors - General Serving Longview, TX Miller Builders3556 Lansing Switch Rd Longview, TX View BBB ReviewContractors - General Serving Longview, TX 

PCF Construction

704 Fenton Rd Longview, TX View BBB ReviewContractors - General Serving Longview, TX Premier Construction3698 E Marshall Ave Longview, TX View BBB ReviewContractors - General Serving Longview, TX Prestige BuildersPO Box 2547 Longview, TX View BBB ReviewContractors - General Serving Longview, TX Salter Construction319 W Harrison Rd Unit 8 Longview, TX View BBB ReviewContractors - General Serving Longview, TX

Scott Hamilton Custom Homes1625 E Loop 281 Longview, TX View BBB ReviewContractors - General Serving Longview, TX 

Shaw Construction

444 Massey Rock Rd Longview, TX View BBB ReviewContractors - General Serving Longview, TX

Butler Construction511 N Washington Ave Marshall, TX View BBB ReviewContractors - General Serving Longview, TX

Judge Smith Construction Co.504 Plantation Lane Marshall, TX View BBB ReviewContractors - General Serving Longview, TX

Mike Townsend Construction5072 Highway 42 Kilgore, TX View BBB ReviewContractors - General Serving Kilgore, TX

Isaac Design & ConstructionPO Box 2315 Henderson, TX View BBB ReviewContractors - General Serving Longview, TX 

Hughes Home Repair, Inc.

2715 County Road 406 S Henderson, TX View BBB ReviewContractors - General Serving Longview, TX 4-G Gene ral Construction, LLC 4273 Fm 3310 S Henderson, TX View BBB Review

Bridges Custom Homes LLCPO Box 1546 Carthage, TX View BBB ReviewContractors - General Serving Carthage, TX

COMPASS DEVELOPMENT & CONSTRUCTION, INC506 S 1st St Lufkin, TX View BBB Review

2 BAR E CONSTRUCTION805 SE Stallings Dr Ste 1 Nacogdoches, TX View BBB ReviewContractors - General 18.0 miles CORDOVA CONSTRUCTION CO., INC.320 E. State Hwy 7 Nacogdoches, TX View BBB ReviewContractors - General 22.0 miles

COX CONTRACTORS INC

4720 E Main Nacogdoches, TX View BBB ReviewContractors - General 22.0 miles

Competitor Analysis

Some of Fastenal’s top competitors include HD Supply Holdings and MSC Industrial Direct. With 2,650 stores, 1.4 million products, and approximately 90% of all sales, Fastenal is the leading provider of all professional industrial products. Fastenal’s sales in 2013 totaled to $3,326.1 million with net income of $448.6 million compared to $2,457.6 million total sales and $238 million in net income for MSC Industrial Direct and $8,487 million sales in 2014 and a net loss of $218 million for HD Supply Holdings. Fastenal has grown exponentially over the past decade by doubling the store count and more than tripling its sales. Fastenal has a major advantage by providing their products directly to the end user whereas MSC Industrial Direct and HD Supply Holdings distribute their products to other firms. Fastenal is able to beat the competition by the large scale of stores they operate, the wide range of products they offer, and the option for customization for customers. They take certain steps to cut costs including bundling where they create certain packages for customers and shipping large orders altogether. Fastenal has a long list of competitors but is able to beat the competition by having and using multiple sources of competitive advantage.

Campaign Strategy

Press Release

A press release will be issued telling people of our little league baseball sponsorship, fishing, and golf tournaments as shown in the appendix.

Banners, Newspaper, Direct Mail, (Proposed Billboards)

With the creative ads made, the team took into consideration what the Fastenal in the East Texas areas want to accomplish through these advertisements. When looking at the profile at the target market, east Texas contractors, and the team knew what forms of advertisement would be best. Billboards, newspaper articles and direct mailing ads would be the most efficient way to grab the contractors’ attention. With the "hands full" ad, the team wanted to emphasize that Fastenal has the best customer service and are there any time to lend a helping hand to their customers.

Contractors have a lot to do and have their "hands full" most of the time. Knowing that "time after time, Fastenal is there" will put forth some reassurance to the customers when they feel

swarmed that someone is there to help. With the direct mail ads, adding the Whataburger coupons was a creative additive in grabbing the contractors’ attention. Also the front consists of more pictures to grab their attention, rather than having a lot of words. Another feeling the creative team wanted to emphasize with these ads is East Texas, East Texas, and East Texas! The creative team placed a picture of Texas predominately on the ad with the star over the East Texas. The list of the towns is emphasized, and Whataburger is cross promoted, because it is such a huge East Texas staple that contractors frequent. Thinking of what East Texas men like and what grabs their attention was crucial with these ads.

Whataburger Promotion

Contractors generally wake up very early in the morning and they eat a lot of fast food. In order to reach more of these contractors, we came up with the idea of teaming Fastenal with Whataburger, a fast food restaurant that is open 24 hours a day, making it the perfect place to team up with to reach these contractors that wake up at 4 and 5 in the morning. There are 2 Whataburger restaurants in Kilgore, 5 in Longview, 3 in Lufkin, 1 in Nacogdoches, 2 in Marshall and 1 in Center.

The team proposes Fastenal offer Whataburger a deal where with every meal, customers receive a coupon for Fastenal products at a discounted rate and we would pay Whataburger a commission rate for every person they reach. We could also sponsor Whataburger in commercials and advertisements in exchange for recognition or sponsorships for Fastenal products. The more people hear about Fastenal, the more likely they will buy from them.

In order to reach contractors that get their tools and equipment from our competitors, we have to get their attention and I think teaming with Whataburger (or any other fast food place that serves breakfast) will get contractors to notice Fastenal, and also give them an opportunity to get Fastenal tools at a discounted price.

Goal

The goal of Fastenal's Supplier Diversity Program is to increase purchases with small, diverse and local businesses by creating close, long-term relationships that strengthen our customer base.

Key Performance Indicators

Increase in SalesIncrease in CustomersIncreased Company Goodwill

Sponsoring Little League Baseball (Corporate Social Responsibility)

Sports, and especially little league baseball, are a big deal in East Texas. Sponsoring a little league baseball team is a good way for a company or organization to help out and get involved. It is also a marketing and advertising tool for some companies to get their name out to the public to promote their business. The Little League Baseball Association offers a few different packages for sponsors to buy through the season. Also, purchasing additional banners to put kid’s names on as well as Fastenal’s logo and some small information is another great way to get their name out but also let the community know that they care about the youth and enjoy helping out.

We picked “The Double” - $500o Team sponsorship (name of business on jersey)o Outfield bannero Plaque with team picture given to the sponsor at the end of the seasono Recognition at Opening Day Parade/Ceremonyo Website sponsorship banner on the league’s site with company name, phone

number and website information

Banner design - www.buildasign.como Any size banner ranging from: 2’x2’ – 10’x3’o Advertise team name, kids name, Fastenal logo, Fastenal sayingo Numerous colors and font options

Key Performance Indicators

Increase in SalesIncrease in CustomersIncreased Company Goodwill

Fishing Tournament

1st Annual Fastenal Invitational

March 21, 2015

We are excited to announce Fastenal will be hosting their first annual tournament!

guaranteed 75-80% payback based on entries

Tournament Waters: Lake Sam Rayburn, Jasper, Texas

Competition Dates: March 21, 2015

Launch and Weigh-In: Umphrey Family Pavilion, CR 255 Jasper, TX 75951

Off Limits: must be off the water by 3p.m. Friday the 20th of March

Registration & Mandatory Pre-tournament Meeting: Registration will begin at 5:00 p.m. Friday, March 20, 2015 followed by the meeting at 6 p.m. at the Umphrey Family Pavilion. Entry fee and entry form will be completed at this meeting for all participants.

Tournament Checklist:

Properly insured, licensed, and registered boat Texas fishing license

Entry Fees:

Team: $150/team Big Bass: $40 for all -one award for the entire event

Payment methods:

Cash Checks: payable to Fastenal

How it will work:

Boat numbers will be assigned at the pre-tournament meeting on the 20th.

Takeoff first day: Take off time will be determined when safe light is. Check-in time will be 3:00

2015 Fastenal Invitational Rules

1. RULES - All decisions made by the tournament director and or the tournament officials will be final. The tournament director can make a change at his discretion or when the safety of anglers is in question. Interpretation of these rules will be left exclusively to the tournament director.

2. ALCOHOLIC BEVERAGES AND DRUGS - Anyone consuming alcoholic beverages or drugs (other than prescription) during tournament hours will be disqualified. If you feel you may have big bass or your fish may put you in the money, do not consume alcohol or drugs until weigh in has concluded and polygraphs have been determined. NO alcohol or drugs allowed in boat during tournament hours.

3. SPORTSMANSHIP - All contestants are expected to practice courtesy, safety, and follow local and state game laws. Anyone displaying poor sportsmanship or violating local and state game laws will be disqualified.

4. ELIGIBILITY – ALL: must have valid Texas fishing license, properly registered boat in accordance with U.S. Coast Guard Laws as stated below (rule 9.)

Must present valid driver’s license at time of registration

5. BAITS AND TACKLE - Only artificial lures may be used with the exception of pork rinds and liquid bait attractants. No live bait. No trolling with the main engine. Only one rod at a time may be used. A cast must be fully retrieved before another rod is picked up. You may not snag or foul hook bedding fish.

6. POLYGRAPH - Each contestant agrees to submit to a polygraph examination by entering this tournament and must abide by its conclusion. All polygraphs must be passed in order to receive cash or product. If you have ever failed for any form of cheating you cannot participate in Fastenal tournament.

7. PERMISSIBLE WATERS - No fishing within 50 yards of an operating gas pump, within 25 yards of a non-anchored boat without permission or 50 yards of an anchored or tied boat with troll motor up on deck without permission. Contestant must be able to drive into all fishing areas. Contestant cannot leave boat to land a fish. No fishing within the no-wake buoy (in the cove of the ramp).

8. LATE PENALTY - You will be penalized one pound per minute and after 15 minutes late you will be disqualified.

9. BOATS AND MOTORS - No engine shall exceed the maximum horsepower rating for the boat on which it is used. All boats shall meet U.S. Coast Guard and state regulations. All boats must have an emergency shut off device. All boats must have aerated live wells in working order, unless other aerated setups are approved by director.

10. SAFETY - Coast guard approved life vest must be worn and secured, and the shut off device attached to driver while main engine is operating. This is suggested at all times and will be enforced on competition days. Cell phones may be used for emergency, or break downs only during tournament hours. In case of breakdown, you may get into another contestant’s boat to come to weigh-in.

11. SCORING FISH - A maximum of five fish per team or individual will be weighed per tournament. A dead fish penalty of .50 (one half pound) per fish will be deducted from total weight. Penalty of .50 will be deducted off of any dead Big Bass weighed. Only largemouth, Kentucky spotted, or smallmouth bass will be weighed. Any team or individual bringing in more

than five fish to weigh-in will be disqualified. All fish must measure at least 14 inches in length on. Short fish - you will lose the short fish plus a 1 lb. penalty.

12. CULLING - No team or individual may have more than five fish in their live well at any one time. You must cull after you are in possession of the sixth bass. Dead fish cannot be culled.

13. TIES - Ties will result in splitting the money between the teams.

15. REGISTRATION - Teams must register in person at the MANDATORY rules meeting on Friday, March 20 by 7 p.m.

16. PROTESTS - All protests must be submitted in writing within 15 minutes after weigh-in to the tournament director.

17. No tournament angler shall leave the boat for any reason other than an emergency.

Key Performance Indicators

Increased Brand AwarenessIncreased Company GoodwillIncreased Sales

Golf Tournament

Elements: Planning (6-8 months prior)

1. Set a tentative date to hold your event. Include a secondary date in case of rain the day of the event and you cannot play. Also, decide your final registration date to allow sufficient time to commit to suppliers of food, prizes, etc.

2. Contact a golf course. Make sure to sign a contract with the course so you know what to expect when it comes to fees and what the course will provide (advertising, beverages, and food). The course manager can help you in your tournament planning and can tell you which holes will work best for specialty challenges. Specialty holes may include Closest to the Hole, Longest Drive, or Hole in One. Have a female and male winner for each and present prizes at ceremony.

3. Decide the fee you will charge participants (contractors and subcontractors) and sponsors (Bud Light). Set the fee at an amount that will cover money to go toward the event and charges for using the course and food.

4. Assemble sponsor packets and send to area businesses. Sponsors can be companies or individuals who donate money or items to your fundraising event. In return, the sponsor's name is advertised on a banner or marker at one of the golf holes. Publicity (3-4 months prior) 5. Design a media kit and send to various radio, television, and newspaper outlets to promote your golf tournament. Include general fliers and registration forms. If you have an established presence on social media, it is a good idea to use such platforms as Facebook, Twitter or other niche social networks, to promote your golf tournament.

6. Make copies of the flier and form to disperse to the golf course as well as friends and family who can spread the word. Information can also be sent via email. Preparation (1-2 months prior) 7. Keep track of the groups and payments as they sign up. Typically, groups consist of four players. You may pair individual participants with other single players or groups who do not have enough players. Finalize your order for trophies, prizes, and memorabilia based on your final registration date numbers.

8. Contact food vendors. Most golf tournaments conclude with a meal and ceremony. Any food provided between the 9th and 10th hole of play usually comes from the golf course. This is key because you want your players to be happy and by providing them with food

9. Create banners or signs for sponsor holes. Make sure they are aware you will be using their logo so there are no copyright conflicts. By having these banners and signs it will make the sponsors feel like you really care about them and will in return make them want to sponsor again.

10. Collect items for auctions. Auctions are great for fundraising events to increase the total amount of money collected. Purchase a large roll of raffle tickets that participants can buy individually for the auctions or a raffle. The raffle divides money from ticket sales with 50% going to the raffle winner and the rest toward the event.

11. Set up your event. Have a registration table for participants (the contractors) to sign in and purchase tickets. Also, have a table set up with auction items. Place a container next to silent auction items in which participants (contractors) can put their tickets. Draw tickets to determine winners at the ceremony.

Key Performance Indicators

Increased Brand AwarenessIncreased Company GoodwillIncreased SalesFundraising profits from Auction

Media Budget Explanation

Our team decided to use the Local Morning/Evening News Ad Commercial because contractors typically watch the news early in the morning to check the weather and since they are up early to go to different job sites throughout the day and in the evening times after they are done with their job.

The team chose to use different newspaper outlets throughout the different locations that Cooper Terry has in his designated market area to have advertisements. This will be very beneficial to his district so that his advertising isn’t just running in once newspaper, it will be running in multiple ones to make sure he can get as much word out as possible. This will, in turn draw in more customers than he had before.

Sponsoring Little League Baseball’s teams in Longview and Lufkin will increase goodwill within the community and promote our brand to customers with families and that are interested in sports. We chose those two areas because they are the central locations that all of Cooper Terry’s locations. Sponsoring these teams will allow him to put the Fastenal logo on the jerseys as well as display banners at the baseball field. This will be beneficial in drawing attention to his company and considering the fact that many contractors have families and there is a chance that their kids would be playing little league and see these logos.

The team thought that through a sponsorship of a golf tournament and a fishing tournament it would really expose the Fastenal brand to customers that the company would really like to attract. Golf tournaments and fishing tournaments are great ways to attract potential consumers because it appeals to the target market they are looking for. By appealing to these people it will allow Fastenal to grow and reach markets that have not been targeted in the recent past.

Another expense that the team thought was relevant for Fastenal was direct mail. This is very relevant because it allows them to get the word out to everyone possible and cuts out the areas where people fell through the cracks. Direct mail is something that a lot of companies do and if Fastenal is trying to increase brand recognition then we need to reach out to these potential customers.

Lastly on our list of expenses the team set aside money for a social media intern for Cooper Terry. We believe that this is an expense that is very important to the success of him growing sales and getting the word out about Fastenal to the public. Social media is a very common form

of communication in today’s world so having someone on your team that can take care of anything on the social media platform is necessary.

Social Media

General Rules: Try to get the people to engage with the page the more people who see it the more likely we are to find the general contractors. Do not post a times when they will be at work, they are probably busy. Best times to post are during lunch hours and after work hours/ night time. Try to keep the theme for that day and add any other interesting things at a different time. Make sure the slogan “Time after time, Fastenal is there”, is in every post so people will start to remember it. Try to post around the same time of day so people can count on it being there. If the intern in not available they can schedule the post to go out at the time they want it to. Make sure the inter reviews the activity and performance of the page so that they may make any changes to better help the word get out.1. Sundays: Every first Sunday the schedule will be posted for the whole month. Have the

intern post and tweet before and during the race. Ex: Like/ Tweet to support Fastenal racer Carl Edwards in the Sprint Cup.

#TimeAfterTime #FastenalIsThere The Sundays after will have the schedule for the upcoming week.

2. Mondays: Merchandise Monday! Post something that Fastenal has in the inventory that would help General Contractors and their subcontractors do their job and possibly the price.

Ex: Post a specific part or service Fastenal has that not a lot of other distributors have or focus on. This may give an edge to Fastenal in that many distributors either don’t have or lack and can benefit from this and give them an edge in the industry.3. Tuesdays: Talk back Tuesdays! Like, share, or re-tweet for an incentive. Reward the

customer with small gift as a token of appreciation. Ex: Like to win free Whataburger coupons for the month #FastenalIsThere and

4. Wednesday: Wish list Wednesday! What the customers are specifically looking for (their desires) what can Fastenal as your distributor does better to cater to you (the customers). This is about the one-on-one feedback. Making sure our customer service stays close and personal that way making every customer a priority.

Ex: Customer and distributor direct communication. “How can we assist you” They are talking to a real person and not a robot. Makes them feel important and gives them that reliability and personable factor.5. Thursday: Thirsty Thursday! Post something about Fastenal for the customers who thirst to

know more about the company. Put the message on what looks like a Fastenal Water Bottle. Ex: Take the opportunity to educate customers on the company and reliability of

Fastenal. The more a customer trusts you, the more likely they will use you and refer others.

6. Friday: TGIF: Thank Goodness its Fastenal! Talk about one of the many services that Fastenal provides for their customers (especially ones that would help General Contractors) Ex: Like their contractors that require kitted parts (which Fastenal offers) Fastenal can do

the pre-packaging for you, allowing contractors to free up time, labor resources, and production space.

7. Saturday: See Us Saturday: Tell about the sponsors and collaborations where their advertisement may be seen Ex: Look for us at the Longview Football Game

Goals

Increased brand awareness Increased customer base Increased sales Increased company goodwill

Appendix

Press Release

Cooper Terry For Immediate Release February 2015

Fastenal [email protected]

Fastenal Inc. Celebrates Their Community Outreach ProgramLittle league baseball, golf tournament, and fishing competition help gain notice.

East Texas district: Today, Fastenal, a one of a kind hardware service company specializing in contracting consumer goods, announced that they have started a community outreach to give back to their community as well as promoting their brand. After many contractors for the company talked about what activities they enjoy on the weekend, the company decided to put together its first fishing tournament, and golf tournament. The fishing tournament will be co-sponsored by Bud Light, providing food and beverages, with Fastenal using its hardware to put up the stands and tents for the events.

Fastenal will also be sponsoring a little league baseball team with uniforms, bat bags and dug out banners. By getting contractors, families, and the community involved, Fastenal will continue to spread the company’s good will as well as promote their continued excellence in service.

To gain this community outreach, Fastenal planned and executed the following tactics:

Allowed $500 to sponsor Longview Little League baseball as noted in media budget. Allowed $500 to sponsor Lufkin Little League Baseball as noted in media budget. Allowed $500 to co-sponsor golf tournament as noted in media budget. Allowed $1,500 to hire a social media intern to promote little league baseball events,

fishing and golf tournament, and continue to service Fastenal’s customer at the highest level possible, as noted in media budget.

Allowed $140 in Direct mail with partial flyers promoting fishing and golf tournament and little league baseball games and schedule.

About Fastenal Inc: Fastenal is an American company based in Winona, Minnesota. Distributing goods used by other businesses, it has over 2,600 branches throughout the US, Canada, Mexico and Europe along with 13 distribution centers. Fastenal resells industrial, safety, and construction supplies and offers services including inventory management, manufacturing, and tool repair.

Fastenal refers to itself as an industrial supply company, and Reuters calls it an industrial distributor.

Print Advertisements

Direct Mail

(Fronts)

(Back)

(One side)

References

1.Hoover’s Company Profile, Westlaw Campus, Fastenal Company Profile, http://campus.westlaw.com.steenproxy.sfasu.edu:2048/result/default.wl?mt=CampusNewsBus&origin=Search&tempinfo=HOOVCP-PROF, information received 11/9/2014

2. Hoover’s Company Profile, Westlaw Campus, HD Supply Holdings, http://campus.westlaw.com.steenproxy.sfasu.edu:2048/result/default.wl?mt=CampusNewsBus&origin=Search&tempinfo=HOOVCP-PROF, information received 11/9/2014

3. Hoover’s Company Profile, Westlaw Campus, HD Supply Holdings,http://campus.westlaw.com.steenproxy.sfasu.edu:2048/result/default.wl?rs=WLW14.10&ssrc=0&qtrcc=QueryTemplate&method=ConcordTemplate&service=Search&db=HOOVCP-PROF, information received 11/9/2014

4. Forbes, “How Fastenal Wins,” www.forbes.com, http://www.forbes.com/sites/panosmourdoukoutas/2013/04/10/how-fastenal-wins/, 11/9/2014