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Thd 2010 brand page kick-off generic

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Transcript

  • 1. 2010 Brand Pages Presented by Engauge Digital
  • 2. Agenda
    • Project Overview
    • Project Definition
    • Engauge Digital: Who We Are
    • Partner Considerations
      • Template Selection
      • Crafting Your Brand Message
    • Next Steps
    • Project Timeline
    • Brand Pages – Contacts
    • Q & A
    • Appendix
  • 3. Project Overview
    • The Home Depot is offering your organization an online experience intended to create a digital brand presence (“Brand Page”) on The Home Depot’s consumer site at www.homedepot.com .
      • Extend your brand story.
      • Complement your Product Information Pages.
      • Showcase your brand with high-quality imagery and content.
  • 4. Project Definition
    • A Brand Page Is
    • A single template-driven, graphically rich page designed to enhance your brand proposition as it relates to The Home Depot.
    • A chance to spotlight your brand in one of two ways:
      • Inspiration – Consumers see what is possible and available with your brand.
      • Product – Consumers learn about specific products associated with your brand.
    • A contextual gateway to more brand information on The Home Depot website.
    • Comprised of evergreen content for consistent and accurate promotion of key products, collections, or projects as they relate to The Home Depot.
  • 5. Engauge: Who We Are
    • An award-winning interactive marketing and technology agency since 1998.
    • Experts in online behavior to help companies attract, convert and retain customers.
    • Solution providers to a roster of both local and national clients.
      • Online behavior strategy
      • Interactive design and advertising
      • Web development and e-commerce applications
      • Email marketing
    • The Engauge Digital team will work with each partner to:
      • Identify the design template that best tells the brand story.
      • Help each partner to think about the brand message it wants to convey
      • Facilitate the delivery of content/design assets in accordance with our aggressive timeline.
      • Publish the finalized brand page to The Home Depot website.
  • 6. Partner Considerations Selecting a Template
    • The Home Depot has created three design templates for this project.
    • To best showcase your brand, it is important to choose the design template that most “fits” strategically.
  • 7. Overview of templates
    • Full-Width Inspiration Full-Width Product Left-Nav Product
  • 8. Partner Considerations Crafting Your Brand Message
    • Targeting Your Customers
      • What types of customers buy your products through The Home Depot? What are their demographics and characteristics?
      • What types of customers do you want to target? What are their demographics and characteristics?
      • What do customers love about your brand and products? How do customers use your products?
      • What do customers consider when making purchasing decisions for products in your market/category?
  • 9. Partner Considerations Crafting Your Brand Message (contd.)
    • Brand Attributes and Product Characteristics
      • What are key attributes for your brand? What attributes differentiate your brand from the competition?
      • What attributes for your brand complement or have synergy with The Home Depot brand attributes?
      • What distinguishes your brand’s products from the competition?
  • 10. Partner Considerations Crafting Your Brand Message (contd.)
    • Message Consistency (Cross-Channel) and Priority
      • What are the key messages on your website, e-mails, and related communications channels? What language and imagery do they use?
      • What are your brand’s marketing priorities for the next year? What messages will remain high priority for the next year?
  • 11. Next Steps
    • Files You’ll Receive After Kick-Off Call
      • Zip File Including:
        • Meeting Notes from Call
          • Include Project Timeline (located on next slide)
          • Include Links to Example Pages Live on hd.com
          • FTP Information
        • Content Document for Selected Template Layout
          • Excel Spreadsheet
        • Requirements Document for Creative Assets
          • Word Document
        • Contact Information
  • 12. Next Steps Step Date Kick Off Meeting 2/3 Meeting Notes to Brand & DFM 2/3 Template Sign Off 2/5 Content Due 2/10 THD Initial Review 2/18-2/25 Initial Brand Review 3/2-3/3 Revisions Made by Engauge 3/5 Final Brand Review/Sign Off 3/8-3/9 THD Final Review/ Sign off 3/18-3/20 Page Launch 3/23
  • 13. Brand Pages - Contacts
    • Stephanie Bergh Project Manager Engauge Digital (404) 601-4354 [email_address]
      • Primary Contact for Day-To-Day Project Questions
    • Brad Meriwether Account Manager Engauge Digital (404) 601-4394 [email_address]
      • Primary Contact for High-level project questions, invoicing, etc.
    • Name
    • Direct Fulfillment Manager The Home Depot @homedepot.com
  • 14. Q & A
    • Questions?
  • 15. APPENDIX
  • 16. Template 1: Full-Width Inspiration
  • 17. Template 2: Full Width Product
  • 18. Template 3: Left Nav Product