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Presented by : Mark Eichner | mark.eichner@wdtn | 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 | mark.eichner@wdtn.com | 937-424-1508 | 6/25/2012. INTRODUCTION.

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Presented by : Mark Eichner | mark.eichner@wdtn | 937-424-1508 | 6/25/2012

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  1. 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 | mark.eichner@wdtn.com | 937-424-1508 | 6/25/2012

  2. INTRODUCTION 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. • 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

  3. campaign objectives • 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

  4. name recognition 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. • Details • RMM Custom Channel* • 567,000 impressions/ month • Geo-Targeting Portland, Tacoma, Bend, Tigard *Sample site list included in Appendix

  5. name recognition OBJECTIVE: Grow market penetration locally. SOLUTION: Targeted email campaign reaching business owners/decision makers in the industrial supplies and materials industies. • Details • 5 drops • 1,078 contacts/drop • Geo-targeted to Portland, Tacoma, Bend, Tigard

  6. name recognition 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 • Details • RMM Mobile Custom Channel* • 714,000 impressions/ month • Geo-Targeting Portland, Tacoma, Bend, Tigard *Sample keyword list included in Appendix

  7. drive web traffic/convert new business OBJECTIVE: increase website traffic and conversions SOLUTION: Geographically targeted search engine marketing campaign on Google, Yahoo! and Bing • Details • 3 major search engines only • Top positioning • Geo-Targeting Portland, Tacoma, Bend, Tigard • Targeted keyword list*

  8. investment Reach Owners/Decision Makers Display Advertising + Mobile AdvertisingSearch Engine Marketing $14,000/month 3 month minimum commitment Drive Site Traffic! Build Local Brand!

  9. appendix - DISPLAY • Business Decision Makers • B2B sites, finance, national & local news, business sites • The site list featured to the right make up the Custom Channel where your targeted display ads will be featured.

  10. appendix – MOBILE • Target: Small Business/Men • B2B sites, finance, national & local news, business sites, entertainment • The site list featured to the right make up the Mobile Custom Channel where your targeted display ads will be featured.

  11. appendix - SEM • Business Owners/Decision Makers • Find potential customers when they’re ready to purchase through Keyword Search advertising • Keyword list to be compiled in conjunction with Winsupply

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