Orgill Case Study | 39 Turnkey Solutions for OngoingMarketing Needs From the development of an initial plan for rebranding the store to designing a marketing and promotional strategy for its grand reopening, Orgill’s Brand Building team and Tyndale Advisors Marketing (TAM) have worked closely with Germantown Hardware to create maximum awareness and impact for their efforts. From circular design and development to social media campaigns, the management team at Germantown Hardware still relies on guidance and support from Brand Building and TAM consultants to ensure the store’s marketing messages connect with local consumers. This kind of guidance and ongoing marketing support isn’t unique to Germantown Hardware. Both Orgill’s Brand Building and TAM teams provide these same functions to a range of Orgill customers to meet their marketing needs. Below are just some of the key areas where Brand Building and TAM provide services for Germantown Hardware on an ongoing basis. Circular Development and Production: • Select items to be featured (manage pagination and placement of products) • Develop a retail strategy for featured items (ensure competitive prices in local market) • Facilitate and manage circular proofing process • Work with the Germantown Hardware team to provide general content direction Promotional Endcap and Stack-out Management: • Help in the selection of items and positioning within available locations • Coordinate development of signage • Maintain a seasonal promotional rotation Google Business Profile Management: • Respond to Google reviews • Manage business information such as posted business/holiday hours • Add updated photos as available Social Media Management: • Manage Facebook page content • Monitor responses / analytics • Boost posts as appropriate Note: TAM also assists with paid content Event Strategy and Support: • Support major events (example: Grand Reopening/Anniversary Sale) Note: Store Ops and TAM also play roles in event strategy, support and execution Additional Marketing Efforts Supported by Brand Building and TAM: Email Marketing: • TAM develops and launches email marketing messages (approximately once per week) • Brand Building reviews content and provides feedback Note: TAM uses Campaign Monitor to launch content (using CNRG best practices) Radio / Other Media: • Managed by TAM using the CNRG model • Brand Building involved as though partners
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