Post on 25-Feb-2016
description
Presented by: Mark Eichner | mark.eichner@wdtn.com | 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
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.
name recognition
Details• RMM Custom Channel*• 567,000 impressions/ month• Geo-Targeting Portland, Tacoma, Bend, Tigard
*Sample site list included in Appendix
OBJECTIVE: Grow market penetration locally.
SOLUTION: Targeted email campaign reaching business owners/decision makers in the industrial supplies and materials industies.
name recognition
Details• 5 drops• 1,078 contacts/drop• Geo-targeted to Portland, Tacoma, Bend, Tigard
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
name recognition
*Sample keyword list included in Appendix
Details• RMM Mobile Custom Channel*• 714,000 impressions/ month• Geo-Targeting Portland, Tacoma, Bend, Tigard
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*
drive web traffic/convert new business
investment
Display Advertising + Mobile AdvertisingSearch Engine Marketing$14,000/month 3 month minimum commitment
Reach Owners/Decision Makers
Drive Site Traffic!
Build Local Brand!
appendix - DISPLAYBusiness 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.
appendix – MOBILETarget: 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.
appendix - SEMBusiness 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