1. X
Retool
Your
School

3. What is “Retool Your School”?
Retool Your School Grant Program offers HBCUs an opportunity to apply for grants to use toward creating sustainable renovations and additions to their campuses.
In the 8th year of the campaign, The Home Depot and its agency partner Uniworld Group, partnered with Fresh Digital Group to execute mobile and social media strategies for Home Depot’s cause marketing program, Retool Your School.

4. Program Timeline
January 29, April 16, 2017
Budget
$35,000

5. FRSH Digital Solution
Designed Retool Your School media campaign creative: Standard Banners (300x250, 320x50) and Full Screen interstitial advertisements (320X480)
Decided which mobile channels to run the online media campaign
Reached and engaged a 25-49A, African American audience along with college students, parents, staff, faculty, alumni and fans of HBCUs by leveraging 1st and 3rd party data
Optimized the online campaign in real-time and report to the client bi-weekly

6. 3 Months (Jan-Mar or Feb-Apr)
Creative Type
Term
Platform
Size
Impressions
CPM
Total
Banner
3 Months (Jan-Mar or Feb-Apr)
Mobile
320x50, 300x250
5,000,000
$5.02
$25,100.00
Interstitial
320x480
1,000,000
$9.90
$9,900.00
TOTAL
6,000,000
$5.83
$35,000.00

7. 300x250
320x50
Mockups in phones,

8. Results
Through our execution and analysis process, we exceeded last year’s CTR. (0.18% vs. 0.17%)
Doubled CTR from 0.08% in February to 0.18% in March and April
We found there was a higher CTR on the weekend
California, New York and Texas had the most impressions, while Missouri, Arizona and Florida had the highest CTR
Of the 20 cities with the most impressions, 70% were on the east coast

9. Edit retool logo

10. Recommendations for Retool Your School ‘18
CUSTOMIZED CROSS-PLATFORM VOTING
NEW TECHNOLOGY INTEGRATION
Consistent voting experience across all platforms.
Consistent content management and other desktop website functionality that works with changing social policies.
Improve Bot Scrubbing API to allow for seamless workflow for account communication to users.
Amazon Alexa Skill to improve communication to users.
Custom Emoji Keyboards/Sticker packs to improve engagement & awareness.
Utilize Snapchat offering to drive further conversions & awareness.
REVAMPED CONTENT MANAGEMENT SYSTEM
MEDIA OPTIMIZATION
Front-end & back-end site management.
Analytics reporting – desktop vs. mobile engagement.
Ability to edit thresholds for blocked users to improve perception.
Run sub-campaigns for selected markets.
Test desktop engagement to increase user engagement during the weekdays.
Utilize higher impact placements - rich media & video

11. THANK YOU Tom Wang tom@freshdigitalgroup.com (347) 330-7620
111 John St Suite 420
New York, NY 10038