P1: FIND US

In Pillar one, We look at ways to intercept our customers at the right time. This is usually in the early stages of awareness. When they are just discovering they have a problem they need to solve. 

• SEO: In addition to the SEO foundation we continue to built, we would like to conduct keyword research to determine the most searched projects and products by DIY’ers in the area. With those keywords we will develop a 6 month content calendar and create keyword rich articles that are focussed on DIY projects. This will help us attract more of this very specific traffic from search engines. 

• Social Media: Create a hashtag promotion around DIY. 4 posts per month by the marketing team. 1 post per day by Northern team.  

• Behavioral Programmatic advertising: After setting up key indicators we are able to serve your prospects ads based on what they search, click and view. Ads are served across multiple outlets within the network and on any device.   
• Pinterest: People are visiting Pinterest for remodeling and DIY project ideas. This is a large part of the buyers journey for people building homes or doing DIY projects. Recommend 10 pieces of sharable content to get started.
• Facebook– forward facing ads will be served in feeds to bring people in with a value offer.  Things advertised can range from products, workshops, and free value like to articles and videos to help them with what they are looking for and build trust in the Northern brand. 
• Retargeting: We have already installed the software needed to serve retargeting ads. These are ads seen by people who have already been to your website. An extremely cost effective way to advertise sales, events and announcements to those already familiar with the brand. Ads are served through-out the google network, Facebook and instagram. You only pay for these ads when they are clicked on. 

P2: KNOW US

In Pillar two our goal is to quickly let the customer know who we are and that we identify with thier problem. Customers identify on 3 levels. Internal, external and philisophical. This is about message positioning as well as offering tools, resources and programs. This is most important during the consideration phase of the buyers journey. 

• Hero Video: Make video on hero a click-in. (Is there audio on original). This will allow a quick easy way for the customer to feel the brand and start down the path of getting to know more about Northern Building Supply and who you are as a company.

• Instore: DIY’er focussed floor plan and in store advertising. Promoting events to people coming into the store and inviting them back to learn from the expert instructors at the workshop. 
• DIY workshops landing page: Identify DIYers external, internal and philosophical problems when trying to do something on their own and design copy for the landing page that positions Northern Building supply as their guide to a successful project completion (This is listed as brand script in the budget).  Outline the benefits, upcoming workshops, instructors and course outlines. Feature past workshop videos, Do it yourself articles library.  

P3: TRUST US

Without trust, a purchase cannot be made. Northern Building Supply has been in the community for over 100 years and have been a trusted source for contractors. This pillar will focus more on expanding that trust to do it yourselfers in the area and leveraging the strengths of a mature, well known company. 

• Leverage 100 years “serving contractors.” Create messaging around Being the trusted source for building supplies. 

• Branding ads in retargeting for trust Create a branding ad campaign centered around the idea of Northern being here for so long that it supplied the construction of Traverse City. Example “We built this city.”
• Video testimonials from workshop attendees- Videographer can ask attendees what they thought of the workshop and record their responses. Responses will be edited together for testimonial sizzle reel. 

P4: PURCHASE US

Once a prospect has visited the site a pixel tracking code is placed and we are able to serve them ads throughout the digital network. This is the ideal time to ask for the purchase using special offers. Percentage off your first purchase, buy one get one free, free shipping are common first purchase offers .

• Rotating specials retargeting ads: 1st purchase offers would appear throughout social media and the google ad network. Ads can be swapped out weekly to reflect current deals

• Workshop sign up- Advertisements for the upcoming workshops when clicked they land on the DIYer workshop page where they can reserve their seat as a call to action.

P5: TALK ABOUT US

The final piece of our strategy is to expand brand awareness and gain more credibility by giving your customers an opportunity to talk about the experience they had with North Building Supply. 

• Surveys: At the end of each workshop a survey will be given to participants. On the survey they will have a chance to provide a testimonial.

• Reviews: Request reviews via email using customer voice software. (Capture emails at checkout?)

• Reputation management: Tracking any time Northern Building Supply is mentioned anywhere online. This gives us a chance to thank someone commenting on NBS or interact with someone who is potentially talking bad about the company and try to get them back in for a better experience. 
• Post incentives: Create incentives to encourage customers to post what they purchased. Example; Post a picture with your new hand tool from NBS and receive 10% off.