Thd 2010 brand page kick-off generic


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Thd 2010 brand page kick-off generic

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