Presented by: Mark Eichner | [email protected] | 937-424-1508 | 6/25/2012 An integrated digital plan to ensure name recognition and brand awareness for Winsupply in the Pacific Northwest, building success for Winwholesale in a new market. 2012 Digital Partnership
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Presented by : Mark Eichner | [email protected] | 937-424-1508 | 6/25/2012
2012 Digital Partnership. An integrated digital plan to ensure name recognition and brand awareness for Winsupply in the Pacific Northwest, building success for Winwholesale in a new market. Presented by : Mark Eichner | [email protected] | 937-424-1508 | 6/25/2012. INTRODUCTION. - PowerPoint PPT Presentation
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An integrated digital plan to ensure name recognition and brand awareness for Winsupply in the Pacific Northwest, building success for Winwholesale in a new market.
2012 Digital Partnership
Client: WinWholesale is a leading supplier of domestic and industrial supplies and materials headquartered in Dayton, OH. Considering a change to a one-name brand, WinSupply.
INTRODUCTION
CNA Recap:• WinWholesale is a privately-held company consisting of 525 wholesaling corporations in which
WinWholesale is an equity partner
• Target audience: Business owners/decision makers
• plumbing and heating supplies; industrial pipes, valves and fittings; heating, ventilation, air conditioning and refrigeration equipment; electrical equipment; industrial and commercial fastening hardware; waterworks and utility supplies; and domestic, commercial and industrial pumps.
• Consolidate the 8 “Win Group of Companies” under one brand, WinSupply, to eliminate confusion and bring about cohesiveness
• Pacific Northwest being used as a test market for the one-name brand (Tacoma, Portland, Bend, Tigard)
• Need to create brand awareness and name recognition in a market where competitors such as Grainger and Ferguson already exist
• Create a ‘Grand Opening’ marketing plan for Pacific NW. Considered for use in other markets as well.
• Anticipated Budget: $10k/mo
1> ‘Grand Opening’ integrated digital marketing plan to create brand awareness and name recognition for WinSupply. Pacific Northwest to be used as a test market.
2> One-name brand to create cohesion for the 8 ‘Win Group of Companies’
3> Make an immediate impact in a market where competitors already exist by reaching business owners/decision makers
campaign objectives
OBJECTIVE: Create name recognition and branding efforts in a new market, under one name.
SOLUTION: Targeted display advertising online reaching business owners/decision makers in the industrial supplies and materials industry.
OBJECTIVE: 68% of contractors are using mobile to conduct business. Use this emerging technology to reach them where they are.
SOLUTION: Geographically targeted mobile display ad campaign reaching business owners/decision makers in the industrial supplies and materials industry