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Westmoreland Supply

Bare Marketing, Inc.


Account Coordinator: Evan Mastele

Westmoreland Supply
Expert service for more than 120 years. Pennsylvanias home for contractors, designers, and Do-ityourselfers. 12 locations throughout Western PA and WV. High quality products-high quality service Community driven

Situation
Company
Personalized service and Affiliation with major suppliers

Product & Brand


Extensive line of products Offers options to customers.

Consumer
Loyal second generation customers.

Competition
Competitive market Major corporate competitors.

Products
Paints
PPG Pittsburgh Benjamin Moore Pratt & Lambert Sikkens Coatings Zinsser

Sundries
3M industrial tape DAP sealants & adhesives Purdy premium brushes Trimaco Eco-Clean paint-prep

Equipment
ASM pressure washers Michigan Ladders Perry scaffold Spray Tech

Glass
Specialty glass & mirror Glass installation Glass replacement

SWOT Analysis
Strengths
120 years in business 12 locations Corporate relationships (PPG, Benjamin Moore) Sustainable market niche

Weaknesses
Multiple websites Lacks social media presence

SWOT
Opportunities
Increase social media presence Marketing strategies Projection of growth: paint/finishing industry

Threats
Large corporate competition U.S. economic uncertainty

Target Market
Primary

Secondary

First-time Homeowners
Inexperienced do-ityourselfers

B2B New Businesses

New Families

Young professionals

Contractors

Renovation

Problems and Opportunities


Problems:
Minimum exposure of brand. Absence of effectively placed advertisements. Lack of social media exposure FB, Twitter

Opportunities:
Increase the younger, more creative generation First-time homeowners Provides expert customer service Strong business partnerships with top paint and dcor industries

Creative Strategy and Brief


Creative Strategy
Increase awareness to current homeowners. Target a younger generation of homeowners. New media strategies.

Creative Brief
Objectives Target audience Primary/secondary Reposition

Big Idea

Campaign Objectives
Advertising Objectives
Expand Westmoreland Supply Inc. brand awareness. Generate online exposure of Westmoreland Supply Inc. Reposition Westmoreland Supply Inc. among younger consumers. Emphasize brand advantages

Marketing Objectives
Save funds with decreased advertising costs. Increase paint & coating sales. Increase quarterly sales at store locations.

Advertisements
Radio ad Billboard YMCA Supply the Y!

Budget
$1250 Per Quarter Expenses Ad Space: Billboard Ad Space: Newspaper Ad Space: Radio Pamphlets + Mailing cost YMCA Project Paint YMCA News Release Total Expenses $700 (Q3&Q4) $200 (Q3&Q4) $400 (Q3&Q4) $800 (Q3&Q4) PPG Donation $125 $2225

Schedule
1st 12th 24th June 31st July 1st 7th 7th 10th 18th 1st 4th

10th August

September

Evaluation
Copy Testing
Executional Diagnostics

Posttesting
Communication effects Behavioral effects

Why we should have the account!


Its time for Growth
Having relied on traditional advertising outlets for the past century, Bare Marketing, Inc. is setting out to rebrand Westmoreland Supply Co. We will bring their advertising strategies into the 21st Century, add some flare, appeal to a trendier audience, to add a new lick of paint. It starts here.

We are the solution!

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