Evan Mastele- BareMarketing, Inc.

May, 2013

The Pennsylvania Home Improvement Supply Center

Integrated Marketing Campaign Plans Book

Evan Mastele- BareMarketing, Inc. May, 2013

Executive Summary:

Westmoreland Supply Co. has earned its success as a leading supplier of high quality paints, interior dcor and finishing products. Founded in 1890 as a small, single store, the company now boasts 12 separate locations. Westmoreland Supply Co. is a licensed supplier of top industry brands such as PPG, Benjamin Moore, 3M, Pratt & Lambert, Zinnser and more. Westmoreland Supply is obviously doing something right to be in business for over 120 years, but Bare Marketing, Inc. believes that the company can be much, much more. Having relied on traditional advertising outlets (primarily print) 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.

Evan Mastele- BareMarketing, Inc. May, 2013

Client Profile:
Overview: Westmoreland Supply Co was founded in Westmoreland County, Pennsylvania. The first store was opened in
Greensburg, PA in 1890. Their mission: to supply Western PA and surrounding areas with the best in paints, home dcor materials, home improvement equipment and glass. Taking great pride in its hometown roots, Westmoreland provides a more personable and higher quality service than larger retail chains. The company holds a reputation for carrying the highest quality products, holding accounts with PPG, Benjamin Moore, Pratt & Lambert, 3M, Dap and Spraytech, top brands that many within the industry recognize.

History:

Westmoreland Supply Co. was founded in 1890, boasting an impressive 120 years of industry experience. In the early

20th Century, the company supplied oils, enamels and bronze products to Pittsburgh and the surrounding areas. As the market place continued to evolve, so did Westmoreland Supplys inventory. Today the company offers state of the art paints and finishings from industry standard brands. As you will see from this 1906 print advertisement, the company has stayed true to its original mission for over a century.

Print advertisement

Evan Mastele- BareMarketing, Inc. May, 2013

Greensburg Daily Tribune 1906

Evan Mastele- BareMarketing, Inc. May, 2013

Situation:
We have narrowed the target market for Westmoreland Supply Co. down to three main groups: homeowners, contractors and small business owners.

Westmoreland Supply Co. caters to homeowners seeking higher quality materials than larger corporate stores such as Lowes, Home Depot or Sherwin-Williams provide. Direct communication between consumers and employees, who are experts in the field and can offer excellent advice, is also a major draw to Westmoreland Supply Co. The wants and needs of homeowners are primarily paint and interior dcor products.

We include contractors and real estate investors/small business owners in the mix because Westmoreland Supply also carries glass products such as windows, table tops, mirrors and even entire store fronts. The company also offers heavy duty equipment such as ladders and scaffolding. These specialized products are a major appeal to contractors and business owners.

Current consumers are most likely middle to upper class baby-boomer generation, white males. This age and income level people are most likely to be homeowners. According to the U.S Census, the Pittsburgh area is predominantly Caucasian. High quality products come with a steeper price tag, hence our middle to upper class consumer demographic.

Evan Mastele- BareMarketing, Inc. May, 2013

SWOT Analysis:
Strengths:
Westmoreland Supply is well established, boasting 120 years of experience and 12 separate locations. The company maintains business relationships with industry leading suppliers such as PPG, Benjamin Moore and more. The home improvement and paint market is highly sustainable.

Weaknesses:
There are multiple Westmoreland Supply websites creating confusion. Lacking social media presence.

Opportunities:
The paint and finishing industry is projected tp grpw om the upcoming fiscal years. We can build the brand by implementing a diverse IMC campaign, with an emphasis on media outlets.

Threats:
Larger corporations are growing rapidly in numbers, threatening to decrease consumer awareness and consumer presence at the Westmoreland Supply Co. locations.

Target Market Profile:

Primary

Evan Mastele- BareMarketing, Inc. May, 2013

With this campaign we are aiming for a new target audience; new homeowners and renters, up and comers, young professionals. This generation are renting apartments and buying their first homes. This generation is extremely creative and up-todate on the newest fashions and trends. We can appeal to this market by offering them the interior dcor, paint and supplies needed to transform their apartment or first home into their own, trendy sanctuary. The creative generation will love the huge selection of interior paints provided by the Color Caf selection. These consumers are middle to upper class, ranging in age from 25 to 36 years. We are also targeting established homeowners seeking to renovate their homes with high quality products. These consumers range in age from 40 to 65+ years. This is our current primary market and we aim to maintain and expand this customer group.

Secondary
The secondary target market is compromised of contractors, business owners, land lords, facility managers and owners. We target these consumers because they often buy expensive items, buy in bulk, and are often return customers or brand loyal. Many of these consumers are already brand loyal to Westmoreland Supply Co. We will maintain that relationship, while simultaneously forming new relationships with repeat spenders who work on large projects.

Problems / Opportunities:

Evan Mastele- BareMarketing, Inc. May, 2013

Problems and challenges

Westmoreland Supply Co. does not have the same advertising budget as its competitors; national corporations such as Sherwin-Williams, Lowes and Home Depot. As these national chains open within Westmoreland Supply Co.s primary geographic stronghold, more competition to retain consumers arises, who may be enticed by the lower prices. Furthermore, Westmoreland Supply does not have a specific member(s) of staff that are in charge of advertising, marketing and PR practices. Westmoreland Supply Co. has a lack of external advertising and operates purely on a word-of-mouth basis. We believe that diversity in advertising is a critical factor that will enhance Westmoreland Supply Co.s brand, reaching a larger consumer demographic.

Opportunities

Evan Mastele- BareMarketing, Inc. May, 2013

Westmoreland Supply Co. boasts connections with industry leading clients, including the Pittsburgh downtown Convention Center, PPG Paints and the University of Pittsburgh. With more contracts in the works currently, including the Allegheny County Jail, Westmoreland Supply Co. has ample opportunities for growth. We believe that by implementing a diversified advertising campaign, we can reach a broader consumer audience and continue to grow the brand.

Moreover, we are reaching out to a new target demographic, the young professionals. This is THE market that all companies should be targeting for business growth. There are many young professionals who are excelling in professional careers, especially in the greater Pittsburgh area. We will make this new target audience aware of our brand, and create a life-long brand loyalty.

Campaign Objectives:

Evan Mastele- BareMarketing, Inc. May, 2013

Our mission for Westmoreland Supply Co. is to raise customer awareness of the brand, to promote its excellent products and services, and bring the brand closer to the level of corporate giants such as Lowes, Home Depot and Sherwin-Williams. We will expose Westmoreland Supply to a broader target audience than ever before. We will create a positive brand association between the customer and Westmoreland Supply Co. We will establish a reoccurring customer relationship, increasing the number of brand loyals, and converting loyals of other brands.

Big Idea:
Westmoreland Supply Co. is The Pennsylvania Home Improvement Supply Center.

Evan Mastele- BareMarketing, Inc. May, 2013

This power message will be communicated across a broad range of media to reach a larger audience than ever before. This message will create an emotional bond with consumers who are proud to support American and local business. Moreover, the message emphasis that Westmoreland Supply Co. is THE resource to go to for your home improvement products. This phrasing positively reinforces the consumers purchasing decision at Westmoreland Supply Co.

Strategy Media Tactics:

Evan Mastele- BareMarketing, Inc. May, 2013

We have created a true IMC campaign to ensure the success and future growth of Westmoreland Supply Co. Our objective to expose the company to the young, up and comer generation brings with it new opportunities for marketing and advertising, using new technologies that most hardware stores simply havent thought about implementing.

New Media
Bring Westmoreland Supply Co.s advertising into the 21st Century is our primary goal. Westmoreland Supply Co. currently has a Twitter and Facebook account, but updates have been few and far between, with litle to no communication occurring with followers. We will begin a social media advertising campaign immediately, vastly increasing Westmoreland Supplys internet presence. Moreover, these strategies are extremely low cost, efficient and easy to maintain. We will also be working closely with companies such as Groupon that provide consumers with special online discounts. Where there is incentive, results will follow. We will also begin to include Q.I codes (compatible with Apple and Droid software) on packages, this is a neat little feature that consumers can simply scan and be provided with information about the product and how to use it. Small touches like this mean everything to consumers.

Evan Mastele- BareMarketing, Inc. May, 2013

Traditional Media
We are well aware that the larger portion of our market will remain unchanged, the older, more traditional generation who rely on traditional media resources for their information. As such, we have created a Billboard design that we feel is striking and attention catching. The billboard will be strategically placed along heavily congested roads in areas surrounding Westmoreland Supply Co. locations, and also in the vicinity of competitors. We have also developed a template for newspaper advertisements, which will be distributed to all major Pittsburgh newspapers. We have also written and recorded a 30 second radio commercial, as we have found through research that radio still has excellent reach advantages.

Evan Mastele- BareMarketing, Inc. May, 2013

Creative Brief

Objectives: To raise Customer awareness within the Pennsylvania homeowners market to promote products and services provided at
Westmoreland Supply.

Current Position: Currently, both our primary and secondary targets are exposed to large corporate supply centers like Lowes,
Home depot and Sherwin Williams on a daily basis. They regularly encounter ads for these big businesses and as a result think of them first when in need of paints and supply.

Creative Brief contd.

Evan Mastele- BareMarketing, Inc. May, 2013

Reposition: We want our primary targeted audience to think of the Westmoreland Supply brand as the go-to location for their next
home improvement project. We want to create an emotional appeal between the customer and Westmoreland Supply. We want to establish a reoccurring customer relationship with our secondary market of business and facility owners. When their buildings and grounds are in need of maintenance or renovation, Westmoreland Supply will provide quality products to complete the job with an excellent end result.

Features/Benefits: Our customers will find a great selection of name brand paints, brushes, ladders, and assorted homeimprovement equipment. We also have staff with first-hand experience who can guide the customer in the right direction. Westmoreland Supply is the Pennsylvania based supply center that customers will make a home town connection to. Support local business.

Creative Tactics & Deliverables:

Creative Tactic/Deliverable 1: White Paper
The object of the white paper tactic was to identify the company Westmoreland Supply strengths, weaknesses, opportunities and threats. From the data we collected we analyzed the results of Westmoreland Supplys top competitor in the market. We proceeded to form our own strategy from the data collected and used it to gain a better image of the market. This has helped us in the

Evan Mastele- BareMarketing, Inc. May, 2013

development and implementation of tactics to carry out our strategy. After evaluating our competitor and looking at all aspects of the company from history to sales promotions we gained a clear view of which tactics would be most effective in reaching our targeted audience.

Creative Tactic/Deliverable 2: News Release

For this piece (Ben) discussed a possible upcoming charity event in the North Side of Pittsburgh. Westmoreland Supply Co has been involved in charity work before, painting a salon bright pink to raise awareness for the fight against breast cancer. This time around, Westmoreland will be donating paint and supplies to renovate the dilapidated YMCA building in Pittsburghs North Side. The news release mirrored a news paper article in style and proposed this upcoming event.

Creative Tactic/Deliverable 3: Poster Ad

For this piece we set Amandas artistic talent free. The premise we wanted to run with was Pennsylvania pride. Westmoreland Supply Co takes great pride in being Pennsylvania owned and operated, so our design for the poster really encompassed that. The outline of the poster is the shape of the state of Pennsylvania, within we have the company slogan You can paint it once and you can paint it right and Pennsylvanias home supply center. We also included the companys web address. Amanda drew up a re ndition

Evan Mastele- BareMarketing, Inc. May, 2013

of their existing black, white and red logo, with a more artistic font style. This poster ad will be used for outdoor billboard advertisements and we hope to evoke positive emotions between the consumer and Westmoreland Supply Co.

Creative Tactic/Deliverable 4: Pamphlet

We will create a pamphlet to be sent out to area residences to alert consumers of upcoming products and sales promotions. Ideally, these pamphlets will be released four times per year, with varying products being showcased for the upcoming season. This is a cheap and effective form of direct marketing that will boost sales each quarter.

Creative Tactic/Deliverable 5: Radio Ad Script

We will create a radio advertisement to be played on Pittsburgh and neighboring radio stations. The script will be memorable, perhaps witty, and offer the listener some sales promotion details. This is yet another cheap form of direct advertising that will reach a large range of target customers.

Creative Tactic/Deliverable 6: Event Special

As mentioned above, we propose the renovation of a (600 W. North Ave) North Side Pittsburgh YMCA that is in dire need of cosmetic attention. We propose that Westmoreland Supply donate paint and other exterior dcor goods to make the project a reality.

Evan Mastele- BareMarketing, Inc. May, 2013

We will make local media aware of the project which will in turn make great press for Westmoreland Supply, boosting numbers of new customers and sales.

Evaluation:
Ongoing Evaluation
Our original goals and objectives included strengthening the reputation and raising awareness for Westmoreland Supply Co. We set out to do this by applying advertising tactics that we have learned in our previous classes, those being; social media (twitter, Facebook), radio advertisements and our grand finale, a building renovation project for charity. The end result we wish to achieve through these improvements is obviously a rise in sales across the board at the various Westmorland Supply Co locations. We can measure the effectiveness of these strategies in different ways. The social media advertising can be measured by viewing data provided by the websites (followers, Facebook likes, website traffic etc.). We decided as soon as we looked over the social media presence that something had to be improved, and in doing so we aim to raise awareness among our new target market; firsthomeowner and renter, creative younger professionals of the Pittsburgh region. If the social media outlets did not bring back positive measurable results, we would be willing to revert back to traditional advertising techniques that are tried and true print, billboards and radio.

Evan Mastele- BareMarketing, Inc. May, 2013

Summative Evaluation
As aforementioned, our primary goal is to boost sales, as is the goal of all companies. In doing all of these cumulative advertising strategies, the end result we wish for is increased consumer awareness of the brand, resulting in increased visitation to the stores, which will result in increased profits. Because this is our measuring criteria for campaign success, a long time period will be necessary to measure results. One year of before campaign statistics must be present as a baseline, and then one year of duringcampaign statistics will be reviewed and compared. Furthermore, we can offer simple questionnaires at checkout asking the customers where they heard about Westmoreland Supply Co, this makes for a very efficient and reliable source of information telling us which parts of the advertising mix were most effective among consumers. The study of audience attitudes and awareness towards the brand during the post-test of our campaign is called communications effects. We can measure this once again through quick and easy questionnaires or polls that the consumer can fill out online or right in the store. We can also use recognition tests, which can be done in a small focus group of our audience. The is essentially a memory test of specific advertisements.

Evan Mastele- BareMarketing, Inc. May, 2013

Formative Evaluation
Looking back, we know that we can definitely improve our billboard (poster) advertisement prototype by adding some visual appeal, utilizing paint colors that we are carried by Westmorland Supply Co. We believe that the billboard ad could be quite striking and a strong point of the campaign in the future. Billboards are also relatively low cost and provide a very large reach, especially along busy roads or in densely populated areas. We think that tried and true media outlets such as the radio advertisement are bound to work. We are, however, doubtful about the significant improvement that social media campaigns may bring to a store such as Westmoreland Supply Co. Hardware stores and social media generally dont go hand in hand, so its a risk were willing to take to see if we can reach a new and younger target audience.

Evan Mastele- BareMarketing, Inc. May, 2013

The Schedule - Timeframe: Q3 & Q4

June 1st Conduct meeting to discuss campaign strategies and objectives, advertising budget. Meet with managers to showcase the campaign strategies having been tailored to the budget. Review plan, approve news releases and advertisement copy. Purchase billboard space for outdoor ads. Purchase ad space in area newspapers. Purchase ad time slots with popular local radio stations. Print 3000 copies of home-delivered mini catalog (pamphlet) for current and upcoming season. Review customer database and retrieve addresses for pamphlet mailing list. Send out pamphlets Radio advertisement on-air on 3 PGH area radio stations. Billboard ads pasted to purchased locations. Newspaper ads now in rotation.

June 7th

June 10th

June

12th

June 18th

Meet with CEO, directors to create the plan for the public event (YMCA Renovation). Date decided upon: July 4th.

Evan Mastele- BareMarketing, Inc. May, 2013

June 24th

Write news release and distribute to local media. Appear on Pittsburgh evening news to promote the function. Appear on several radio station segments. Budget in hamburger/hotdog stand, secure sponsorship from soft drinks company to supply event crew/passers by.

July 1st

July 4th

YMCA renovation event. Review sales numbers and compare to summer 2012 season.

Aug. 31st

Re-write radio scripts, newspaper ads and pamphlets for upcoming fall/winter 2013 season. Notify and review new ads with directors.

Sept. 1st

Sept. 7th

Begin rotation of new ads.

Dec.18th

Meet with directors to discuss campaign strengths and weaknesses. Discuss strategies for upcoming 2014 season.

Evan Mastele- BareMarketing, Inc. May, 2013

Progress Tracking Report

On schedule On target On budget (Cells colorcoded yellow) Behind schedule Off target Over budget (Cells colorcoded red) Completed (Cells colorcoded green)

Objective/Audience

Activity

Objective #1 Directors

Strategy Campaign objectives Budget

Objective #2 CFO

Purchase billboard space, radio ad slots, newspaper ad space Send out minicatalogs Secure food & drink sponsor for YMCA event Event Ceremony

Objective #3 Staff Objective #4 Sponsors

Objective #6 Staff & Directors

Evaluate

Evan Mastele- BareMarketing, Inc. May, 2013

Survey Campaign Report Strategize for upcoming seasons

The Budget - $1250 Per Quarter

Evan Mastele- BareMarketing, Inc. May, 2013

Expenses Ad Space (billboard) Ad Space (newspaper) Ad Space (radio) Pamphlets + Mailing YMCA project paint YMCA project food & drinks YMCA News Release Subtotal TOTAL $700 (Q3 & Q4) $200 (Q3 & Q4) $400 (Q3 & Q4) $800 (Q3 & Q4) Donated by PPG Donated by xxxx

$125 $2225 $2225

Radio Ad Script

Evan Mastele- BareMarketing, Inc. May, 2013

Client: Westmoreland Supply Co. Item: 30 second radio advertisement Character (Chuck): Summer is finally here and I can finally do the renovations to my house that Ive been thinking up all winter! W.S.C Rep (Todd): You got that right Chuck. Westmoreland Supply has everything you need to get the job done and get it done right. Chuck: Well I need to paint the house, lay some flooring, stain the deck and do some window trim, Ill probably need to go to some big name store for all that stuff W.S.C Todd: Actually, Westmoreland Supply has ALL your outdoor and indoor home improvement needs, carrying a great selection of name brand paints, coatings, stains, flooring and more. And we can offer you expert advice that you wont get at those other stores. Chuck: Wow, thats great Todd! Where do I find out more about Westmoreland Supply Co? W.S.C Todd: We have several store locations in the Pittsburgh and surrounding areas. To find the store closest to you, visit us online at www dot westmorelandsupply dot com. ###

News Release
Westmoreland Supply Co. Inc. 104 E Otterman St, Greensburg, PA 15601

Evan Mastele- BareMarketing, Inc. May, 2013

Contact: Benjamin Bloom Email: benbloom89@hotmail.com (May 17, 2013)

Phone: (814) 762-9325 450 West 450 W. 33rd Street, New York City

For immediate release

Westmoreland Supply Co. Gives Back To Pittsburgh Community

Westmoreland Supply Co. has a long history of giving back to the community. Maintaining their record of good deeds, this spring season the company is donating paint and supplies in order to give new life to numerous properties in the North Side of Pittsburgh that are in dire need of renovation. In October, 2011, Westmoreland Supply Co. donated and painted Sergios Salon in Dormont hot pink in to celebrate the 25th anniversary of National Breast Cancer awareness Month.

Evan Mastele- BareMarketing, Inc. May, 2013

This year, the company hosted an event in which members of the community voted on properties that they wished to see made over in an effort to help restore Pittsburghs North Side to its former glory. Properties selected for renovation include the Garden Theatre and the YMCA located on Federal Street. One long-time resident of the area states Im thrilled to see that people still care about our neighborhood, and especially to conduct such a charitable deed. Westmoreland Supply Co. was founded in Greensburg and has numerous locations in the greater Pittsburgh area. This is the least we can do to give back to our community, we are all Pittsburgh born and Pittsburgh proud states Larry Demas, store manager at Westmoreland Supply Co.s North Hills location. Keep your eyes peeled for the fresh renovations in the North Side this spring.

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White Paper
Sherwin-Williams

Evan Mastele- BareMarketing, Inc. May, 2013

Sherwin-Williams mission is to be the world leader in paint. We are committed to remaining ahead in the market place, providing quality products and service. We are therefore committed to the pursuit of excellence and to the achievement of the highest standards in the industry. Customer satisfaction is therefore our pledge, our duty. Being so driven, were bent on providing what is complementary to this goal a highly trained and motivated management staff and workforce, focused on accomplishing these objectives and rewarded for standards set. Satisfying the needs of our customers is seen as our purpose (Sherwin-williams.com).

Sherwin-Williams are grounded in the paint industry, more specifically the industrial products and chemicals sector. SherwinWilliams was founded in 1866 by Henry Sherwin and Edward Williams. Their first products were raw umber and oil. Henry Sherwin was a self-taught entrepreneur and inventor. Their first patent was a resealable tin paint can. In 1896 Sherwin-Williams first advertised nationally in the Ladies Home Journal. In 1940, Sherwin-Williams offered the first Paint and Color Style Guide.

SWOT Analysis:

Company strengths include a global presence with its products selling in North America, South America, Caribbean, Europe and Asia. They have developed an excellent distribution system, and offer a wide variety of products which serve large array of

Evan Mastele- BareMarketing, Inc. May, 2013

industries. They are known for continuous innovation which helps them in launching new products frequently in the market. It maintains a diversified customer base. It has taken many initiatives to go green and reduce the footprint. Weaknesses include lack of joint ventures with foreign companies, and sometimes products become outdated fast. Opportunities include high growth potential in emerging and creating more eco-friendly products as it would be the demand of tomorrow. Threats include economic meltdown, stringent government rules and regulations and scarcity of raw materials.

Promotion and Competitors:

Sherwin Williams has created a series of television, magazine, and internet advertisements around the powerful position of providing the most innovative solutions for coating any surface. In an attempt to create a quality and innovative image the tagline Cover the Earth is used for promotion and global awareness. The primary target audience and market segment includes professional, commercial, industrial, and retail customers. The target group includes a niche of products for homeowners, institutions, architects, aerospace, automotive, military, and the electronic industry. Problems facing Sherwin Williams have decreased the companys brand equity within potential clients and customers in recent years. Problems facing the company include customer dissatisfaction from defectiveness of particular coats and paints. This is a major issue in the industry, because Sherwin Williams future brand equity, much like its competitors, relies on quality products with both

Evan Mastele- BareMarketing, Inc. May, 2013

durability and attractiveness. Competition of Sherwin Williams includes a list of large companies and corporations, some of which affiliated with Westmoreland Supply, inc. Competitive companies include PPG industries, Valspar, Du Pont, RPM, and Nippon Paints.

In the future, Sherwin Williams can look to toward potential publicity to raise both awareness and create sustainability. With opportunities for large potential growth and economical friendly products, they can create focus toward a global sense of community with charitable efforts. Rebuilding Together is a charitable non profit organization that rebuilds and redesigns homes and communities for the less fortunate. Sherwin Williams can get involved with organizations like Rebuilding Together by donating paint, supplies, and effort for the cause and effect of global awareness and rebuilding community.

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Survey results
100% of respondents have used PPG products.

Evan Mastele- BareMarketing, Inc. May, 2013

75% of respondents have used Benjamin Moore products. 75% of respondents have purchased paint from Home Depot. 50% of respondents have been to Westmoreland Supply Co. 3 or more times.

Bare Marketing, Inc. ewmastele@gmail.com

E-Mail: Phone 412-322-2222