Thd 2010 brand page kick-off generic

2010 Brand Pages

Presented by Engauge Digital

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Agenda

• Project Overview

• Project Definition

• Engauge Digital: Who We Are

• Partner Considerations

• Template Selection

• Crafting Your Brand Message

• Next Steps

• Project Timeline

• Brand Pages – Contacts

• Q & A

• Appendix

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Project Overview

The Home Depot is offering your organization an online experience intended to create a digital brand presence (“Brand Page”) on The Home Depot’s consumer site at www.homedepot.com.

– Extend your brand story.– Complement your Product Information Pages.– Showcase your brand with high-quality

imagery and content.

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Project Definition

A Brand Page Is

• A single template-driven, graphically rich page designed to enhance your brand proposition as it relates to The Home Depot.

• A chance to spotlight your brand in one of two ways:

1. Inspiration – Consumers see what is possible and available with your brand.

2. Product – Consumers learn about specific products associated with your brand.

• A contextual gateway to more brand information on The Home Depot website.

• Comprised of evergreen content for consistent and accurate promotion of key products, collections, or projects as they relate to The Home Depot.

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Engauge: Who We Are

• An award-winning interactive marketing and technology agency since 1998.

• Experts in online behavior to help companies attract, convert and retain customers.

• Solution providers to a roster of both local and national clients.– Online behavior strategy

– Interactive design and advertising

– Web development and e-commerce applications

– Email marketing

• The Engauge Digital team will work with each partner to:– Identify the design template that best tells the brand story.

– Help each partner to think about the brand message it wants to convey

– Facilitate the delivery of content/design assets in accordance with our aggressive timeline.

– Publish the finalized brand page to The Home Depot website.

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Partner ConsiderationsSelecting a Template

• The Home Depot has created three design templates for this project.

• To best showcase your brand, it is important to choose the design template that most “fits” strategically.

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Overview of templatesFull-Width Inspiration Full-Width Product Left-Nav Product

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Partner ConsiderationsCrafting Your Brand Message

Targeting Your Customers– What types of customers buy your products

through The Home Depot? What are their demographics and characteristics?

– What types of customers do you want to target? What are their demographics and characteristics?

– What do customers love about your brand and products? How do customers use your products?

– What do customers consider when making purchasing decisions for products in your market/category?

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Partner ConsiderationsCrafting Your Brand Message (contd.)

Brand Attributes and Product Characteristics– What are key attributes for your brand? What

attributes differentiate your brand from the competition?

– What attributes for your brand complement or have synergy with The Home Depot brand attributes?

– What distinguishes your brand’s products from the competition?

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Partner ConsiderationsCrafting Your Brand Message (contd.)

Message Consistency (Cross-Channel) and Priority– What are the key messages on your website, e-

mails, and related communications channels? What language and imagery do they use?

– What are your brand’s marketing priorities for the next year? What messages will remain high priority for the next year?

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Next Steps

Files You’ll Receive After Kick-Off Call– Zip File Including:

» Meeting Notes from Call- Include Project Timeline (located on next slide)

- Include Links to Example Pages Live on hd.com

- FTP Information

» Content Document for Selected Template Layout- Excel Spreadsheet

» Requirements Document for Creative Assets- Word Document

» Contact Information

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Next Steps

Step Date

Kick Off Meeting 2/3

Meeting Notes to Brand & DFM 2/3

Template Sign Off 2/5

Content Due 2/10

THD Initial Review 2/18-2/25

Initial Brand Review 3/2-3/3

Revisions Made by Engauge 3/5

Final Brand Review/Sign Off 3/8-3/9

THD Final Review/ Sign off 3/18-3/20

Page Launch 3/23

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Brand Pages - Contacts

Stephanie BerghProject ManagerEngauge Digital(404) [email protected]

– Primary Contact for Day-To-Day Project Questions

Brad MeriwetherAccount ManagerEngauge Digital (404) [email protected]

– Primary Contact for High-level project questions, invoicing, etc.

Name

Direct Fulfillment ManagerThe Home [email protected]

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Q & A

Questions?

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APPENDIX

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Template 1: Full-Width Inspiration

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Template 2: Full Width Product

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Template 3: Left Nav Product