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