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