Presented by: Mark Eichner | | | 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 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 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 Advertising Search Engine Marketing $14,000/month 3 month minimum commitment Reach Owners/Decision Makers Drive Site Traffic! Build Local Brand!

appendix - DISPLAY Business 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 – MOBILE Target: 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 - SEM Business 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