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Advertising Firm Final Project

Advertising Firm Final Project. Advertising Mr. Yates. The Client. We were approached by Gene’s Hardware on SE Woodstock and SE 45 th in Portland, OR. Location. About the client. Gene’s Hardware - on Woodstock for 63 years 3300 Square Feet Open 7-days a week

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Advertising Firm Final Project

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  1. Advertising Firm Final Project Advertising Mr. Yates

  2. The Client • We were approached by Gene’s Hardware on SE Woodstock and SE 45th in Portland, OR

  3. Location

  4. About the client • Gene’s Hardware - on Woodstock for 63 years • 3300 Square Feet • Open 7-days a week • Large amount of business from fasteners and small household fixtures (knobs, switches, etc) • They have stayed in business when most have failed due to the growth of Home Depot and Lowes (superstores)

  5. The Client - continued • They differ from places like A-Boy on SE Foster who specialize more to the contractor and have more plumbing, electrical

  6. The Client – Target Market • The target market is the Woodstock / Creston / Kennilworth / Eastmoreland / Reed neighborhoods • Families with old Portland homes (fixer-uppers, and people trying to keep their homes looking correct for the age) • Small contractors and yardwork/service companies • Area apartment complex / condo superintendents • Local painting companies

  7. The Client – What are they doing currently with Advertising • Small ads in “The Bee” (the neighborhood paper) • Ads run bi-monthly about $300/month • Currently no slogan • They have sponsored little league teams from time to time

  8. Budget Analysis • Currently they haven’t spent money – they count on their history and standing in the neighborhood • They fell they have weathered the storm to a certain degree from the threat of Home Depot and Lowes • Currently spending $300/mo on the regional Woodstock area newspaper

  9. Methods • This is a single, local hardware store. • No reason for a TV commercial and a radio spot would be impractical as you couldn’t nail it down to just those neighborhoods • We have to think local

  10. Local, local, local • We need to stress the cool, kitchy, funky, non-corporate, charm of the local hardware store, and celebrate its longevity • Also for people new to the area, show them that it should be choice #1 rather than them thinking, “which one is the closest Home Depot.”

  11. What our firm suggests • Lean heavy on the local, and history • Keep the ads in The Bee but improve them • Create a slogan for Gene’s Hardware • Create a viral video (Rhett and Link style)

  12. Suggestions (cotinued) • Promotions • Sponsorships • Bus advertising (interior/exterior) • Bus bench advertising • Website and increase web prescience • Premiums

  13. The Slogan • We will approach the Gene’s Hardware with the following slogan suggestions: • “Supporting the area’s family homes since 1939.” • “The hardware source for our hardworking neighbors.” • “Building together since 1939.”

  14. New The Bee ads • The current ads in The Bee were a good idea, but they could “pop” more and need to include the new slogan (slogan suggestions next slide) • Ads will cycle through 4 ads to keep them fresh-looking: • 1 similar to the existing • 1 vintage looking (longevity) • 1 focusing on fasteners/hardware • 1 focusing on paint/garden supply

  15. The Bee Ad examples

  16. Premiums • They are cheap, but effective, hence we are going to suggest some give-a-ways (or very inexpensive items) with the Gene’s Hardware logo, slogan, and contact info on them such as: • Carpenter pencils • Logo’d water bottles • Recycled aluminum rulers

  17. Yearly Promotion • Have a sidewalk sale as their anniversary during the month of July with 4th of July oriented items, BBQ supplies, etc.

  18. Philanthropic / PR / Promotional • Support, continuously, a little league team and softball team

  19. Philanthropic / PR / Promotional • Support the local high school baseball and softball teams (Franklin High School) and have promotional banners on the outfield fences.

  20. Web presence • Build up their Yelp.com scores. Yelp tends to lean toward local businesses and restaurants – they should ask customers for review on yelp. • Facebook – they can have people friend them, advertise promotions, have customers post pictures of home improvement projects…

  21. Website • They had a website in the past, now is the time for an updated one, not for online ordering, but for: • Information and promotion • showing their local pride, history, • Philanthropy • Pictures of neighborhood folks and their homes (warm fuzzies) • the little league teams, etc.

  22. Website (look) • Something similar to this:

  23. Bus Ads on Tri-Met • We suggest internal bus 11”x15” 5-ply card ads on the: • #10 SE Steele/Harold and • #19 Woodstock • Also a 21” x 77” back of bus “tail” ad on those routes

  24. Bus Bench Advertising • 5 strategically-placed bus bench ads • Outside Trader Joes on SE Cesar Chavez (SE 39th between SE Steele and SE Holgate) • SE Holgate and SE 52nd • SE Steele and SE 52nd • Outside Safeway - SE Cesar Chavez/SE Powell • Reed College / Woostock

  25. Viral Commercial • We were thinking a Rhett and Link style Viral hardware store video • Something like this one, but better… • Ashville Hardware • Rhett and Link

  26. Costs • Newspaper $300/mo • Bus Benches $150/mo for 3 benches • Bus Interior Cards $35/mo per bus (6 buses) • Bus Exterior Tail signs $150/mo each for 3 buses • Premiums (pencils, fobs, rulers) $650 • Web redesign (in house – free) domain registry $45/yr

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