1 / 11

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.

lajos
Télécharger la présentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related