TreeHouse plans to open a new branch in Austin, Texas while maintaining their established brand. The agency Nueces Creative will focus on standalone communication efforts between the Boulder and Austin locations. They will develop brand awareness, drive storefront traffic, and inspire customer engagement in Boulder through a pulsed media campaign including events, guerrilla marketing, radio, and social media. The goal is to position TreeHouse as committed to the Boulder community and sustainability.

2. AMY BRAUCHLE
JOHN NUTTER
KAYLEE EDGECOMBE
DAVID BERGER
JOSH ODEN
TORI PELL

3. TreeHouse plans on opening a new out-of-state
branch. The goal is to successfully launch this brand
without impacting the vibe that TreeHouse has already
established. The overall strategy is to decide which
communication efforts should be shared between
Boulder and Austin and which should be unique and
stand-alone. At Nueces Creative, we would like to focus
on the stand-alone efforts.
50% of those who are aware
should be familiar with their
general new store location via the
same measurement tool
BRAND
AWARENESS
To educate the target(s)
about the Tree House
store name, location
and grand opening by
encouraging brand
awareness, increasing
store front traffic, and
inspiring customer
engagement and brand
participation.
50% of target(s) will be aware of
Tree House name when prompted
via aided recall after the first 6
weeks
STORE FRONT
TRAFFIC
Monday-Thursday =
average of 150 visitors/day
Saturday =
average of 300 visitors/day
CUSTOMER
ENGAGEMENT
AND BRAND
PERCEPTION
Customers should be excited to
pass along positive TreeHouse
reviews across various shared
media platforms

4. THE NUTS
AND BOLTS
DATES TO
NOTE
Location:
Boulder, Colorado
March 1st
Earliest date to
allocate preAddress:
launch/launch
1162 13th
Street, Boulder, CO budget
(Hill District)
March 14th
Boulder TreeHouse
Time:
Eight week launch store front opens
period
Budget:
$45,000 to be
spent on 100%
media efforts
12th
May
Early measurements
of success will be
taken
31st
December
Latest date to
allocate prelaunch/launch
budget
AFTER THE
INTIAL
LAUNCH
Select and promote
a minimum of at
least five workshops
before the end of the
calendar year to be
offered at this new
location
Promote the variety
of services that
TreeHouse offers on
an on-going basis
To continue the
momentum that we
begin in our first 8
weeks of the launch
throughout the rest
of the calendar year

5. In comparison to the groundbreaking city of Austin, Texas, the increasingly inventive
Colorado city of Boulder embodies a very similar environment. Both cities are home to large
universities and embrace the urban lifestyle, but still maintain an intimate “small town” feel. The
cities of Austin and Boulder are known as fast paced, forward thinking, and environmentally
conscious, aspects which are all carried out by an exceedingly proactive and prideful community.
The goal of the Nueces Creative agency is to further enhance the passion that Boulder citizens
notably dedicate to community improvement, by promoting and enabling one sustainable lifestyle
choice at a time. Our agency wants to ensure that TreeHouse will be known as the
local, environmentally responsible hardware store fully committed to improving the city of Boulder.
Creating this connotation will be accomplished through creating long lasting and personal
relationships with the Boulder community, then introducing those relationships into the world of
sustainable home improvement.
While researching the Boulder demographic, the growing prominence of “green
consumers” within the Boulder market quickly became evident. These consumers consistently
maintain healthy lifestyle habits and express great concern about the wellbeing of their treasured
Boulder community. The majority of individuals in the specified market are remarkably career
driven, in addition to being socially and/or politically liberal. After intensive research of these “green
consumers,” our agency decided to further divide the green market into two segments -- the
established career person, and the recent college graduate. With regard to the former, the older
market contains reputable figures in the community who are likely to serve on committee
boards, and possess continuously active voices in the Boulder community. In comparison, the
second, more youthful market is predominantly composed of recent college graduates looking to
become established members of the Boulder community. As TreeHouse simultaneously pursues
the same goal of establishing community presence, the created parallel between desires will
naturally encourage the younger green consumers to resonate with our community-based
messages. Conclusively, the objective is to establish TreeHouse as a continuously strong local
presence, which will lead to reaching both target markets when they are already thinking about their
beloved community.
At Nueces Creative, we are intently focused on developing the Boulder TreeHouse market
by creating brand awareness, driving storefront traffic and inspiring customer engagement, with
specific concentration on sustaining a positive brand perception of TreeHouse. Our agency plans to
achieve these goals through a pulsed media flight. First, in effort to create brand awareness, a
combination of event sponsorship, guerilla marketing and radio underwriting, will be used to inform
the Boulder community of their new, eco-friendly hardware store. These efforts will be centrally
focused on the company’s readiness and enthusiasm to improve the cherished Boulder community.
Next, our agency will drive the specified target markets to the new store location by strategically
placing an out-of-home advertisement, in addition to discount coupons offered in through direct
mail. Both efforts will include a map of the store location to inform and incentivize consumers to visit
the store. Finally, inspiring customer engagement will be accomplished through the sponsorship of
local art and athletics events. These efforts will reinforce the focus of TreeHouse being
extraordinarily eager to engage with every aspect of the Boulder community. Guerilla marketing
tactics and a home makeover-inspired social media contest will be the dominant media used to
promote the positive brand perception of TreeHouse.
Nueces Creative understands and appreciates the loyalty that the Boulder community
constantly exemplifies with respect to their undying commitment to community improvement and
sustainability. TreeHouse will become a helpful neighbor, giving the community the tools, knowledge
and guidance needed to continue their innovative efforts for a greener world. TreeHouse knows that
the commitment is where the community is.

6. PRODUCT
Striving to improve the sustainability and efficiency of building materials, Treehouse
offers an extensive array of environmentally responsible products to assist customers
when building, remodeling, and maintaining their home. Each of Treehouse’s products
passes through their signature product filter based upon four pillars:
health, sustainability, performance, and corporate responsibility. Not only does
Treehouse focuses on selling these environmentally friendly products, but service
installations and workshops are also offered to supplement customer purchases.
PLACE
The external façade of TreeHouse located in South Austin shouts efficiency as you
approach the towering solar panels overhead. Filling the small, easily navigable store
with friendly and approachable employees, the intimate atmosphere of Treehouse is very
laid-back and stress-free.
PRICE
Based on the various products offered at TreeHouse, ranging from light bulbs to water
heaters, prices are tremendously skewed. TreeHouse pricing is typically higher than
generic home improvement materials found at common hardware stores, due to the
greater quality and “green” aspects of the products.
PRICE
TreeHouse participates in a plethora of social media resources such as
Facebook, Twitter, Instagram, YouTube, and an interactive website that concentrates
specifically on home design. The workshops and blog tutorials offered by TreeHouse invite
prospective customers to join the niche market of “green” builders.

7. THE RECENT
COLLEGE
GRADUATE
ACTIVE
INDIVIDUALS
THE
ESTABLISHED
CAREER PERSON
Age: 35-55
Age: 24-35
Career driven
Income: $50K- $149.9K
Recently graduated from
undergraduate or graduate
school
Healthy lifestyle
habits1
Social and active member in the
community
Recently acquired newly
disposable income
Socially and/or
politically liberal
Established in the workplace
Looking to become a part
of the Boulder community
Altruistic
Danny Arnold is a 28 year old outgoing
business student and an active cyclist. He
has recently received his masters degree
from The University of Colorado Boulder.
He loved the atmosphere of Boulder and is
looking to settle into an established Boulder
community. His masters degree has earned
him a job as a consultant paying $60,000.
With this new job he has a large amount of
newly disposable income and wants to
spend it improving his image in his new
community. This includes shopping at the
local health foods store, buying a new road
bike for his next Triathlon.
1
Home-owners in Hill District
neighborhoods
Christine Rosemond is a 49 year-old
professor at the University of Colorado
Boulder. She is the director of the
Psychology Department and makes
$120,000 annual salary2 . She sits on the
board of The University Hill Neighborhood
Association and actively promotes Hill
District Businesses. She and her husband
compost all of their food, recycle more than
they throw away, ad enjoy gardening at the
community garden. They are avid jazz fans
and enjoy hiking together on the weekends.
Mintel. “Marketing to Green Consumer.” March. 2013. Mintel. University of Texas Library 5
Oct. 2013.
2 The Chronicle of Higher Education “Table Faculty Salaries” 5 Oct. 2013.
http://chronicle.com/article/faculty-salaries-table-2012/131433

8. –
–
–
Average age: 28.7 years old
Median household income: $57,1121
Various Awards for:
• Healthy living
• Bike friendly
• Authentic food
• Recreational sports
Boulder Colorado is a city with a younger average population. Part
of this young population average is due to the fact that it is home
to the University of Colorado Boulder. Boulder is also known as a
city that is very healthy and active. “It was named number 1
Sports Town in America by Outside Magazine for offering a large
amount of year round recreational sports.”2
–
–
Surrounding neighborhood regions
• University Hill
• Flatirons
• Grant
• Chautauqua and East Chautauqua
Average list selling price 500,000-$1.2 million3

9. –
–
–
–
–
Median age: 38.343
Marital Status: 58% never married
Average Number of People per Household: 2
Career Type: 82% white-collar workers
Education: 40% have a graduate degree or higher
University Hill is the neighborhood closest to the new TreeHouse
location. The neighborhood produces a newsletter and in Spring 2012
the newsletter encourages its neighbors to support Hill District
businesses. This median age in this neighborhood is age 38 and most
residents hold white-collar type jobs. These residents also have a
graduate degree or higher. Over half of the neighborhood residents have
never been married. This leads us to conclude that these residents are
well educated, and career driven, and value neighborhood and small
businesses.

10. Competition in Boulder, Colorado starts with McGuckin Hardware. It is located in the heart of the
city and only 1.3 miles away from the University of Colorado. The store encompasses over 60,000
square feet, leaving room for an extensive inventory and a wide variety of choices. McGuckin
Hardware employs an average of 250 people across 18 different departments. The home
improvement store abides by the beliefs of its founder Bill McGuckin: to provide personalized
service, selection, and first-hand experience. Due to the size of the store, the customer-employee
relationship does not compare in strength to TreeHouse’s comfortable intimacy.
However, McGuckin Hardware has served the community of Boulder since 1955, and established a
well-known, well-loved named among residents. McGuckin’s long-time standing in the Boulder
market has created a highly trusted brand with a great emphasis on community.
TreeHouse’s other main competitor is the large conglomerate, The Home Depot. Compared to
TreeHouse’s small environment and green focus, this national chain can offer voluminous inventory
and cheaper prices than the Treehouse store is able to provide. Although The Home Depot offers a
handful of sustainable products, the corporation’s aim is to offer a multitude of home improvement
supplies at the cheapest price. The Home Depot is open from 6am until 10pm, and employs
hundreds. However, TreeHouse can offer one-on-one customer support that is virtually impossible
at any Home Depot, due to its size and the many employees that move in and out of its doors on a
daily basis. Unfortunately, shopping at The Home Depot is instinct to price-conscious
consumers, large contractors, and loyal customers of the brand; therefore, posing a major threat to
TreeHouse. Mintel’s consumer research confirms the dominant position of home centers, with more
than half of consumers reporting that all or most of their spending was through Home Depot and
Lowe’s.
Lastly, TreeHouse faces competition from Boulder’s own mom-and-pop shop, Table Mesa
Hardware. This small store’s mission lies in improving store inventory, organization and customer
service. Table Mesa Hardware boasts a mere four departments: lawn and garden, paint
services, tool services, and special services. Although, Table Mesa lacks the sustainability
distinction and knowledge of TreeHouse employees, the small store could potentially detract from
TreeHouse’s customers looking for a small, intimate experience.

13. OPPORTUNITIES
NEAR COLORADO UNIVERSITY
BUILD ON UNIVERSITY HILL’S
COMMUNITY COMMITMENT
REINVIGORATE THE GREEN
MOVEMENT
University Hill of Boulder, CO values
community improvement, and this
value can be easily observed in the
Neighborhood Association’s website
and newsletter.1 Here lies a perfect
opportunity for TreeHouse to
emphasize its own attention to the
sentiment that “communities
matter.” Additionally, TreeHouse’s
new location is situated
conveniently near Colorado
University. Considering Mintel cites
18-34 year olds as most likely to be
“super greens” and “true greens,”
defined as the most committed
green consumers and those that
buy green products
regularly, respectively.2 Although
this same segment is seen as the
most susceptible to green
fatigue, the movement has lost its
momentum due to a loss of
relevancy and a lackluster “cool
factor.”2 Here, we are challenged to
bring the “cool” back into green.
1
THREATS
LOCAL AND CORPORATE HOME
IMPROVEMENT COMPETITORS
ECONOMIC RECESSION
GREEN FATIGUE
Due to TreeHouse’s emergence
into an unfamiliar market, the store
faces heavy competition from
established home improvement
stores that offer wider product
selections with more reasonable
prices. Moreover, America’s
economy continues to suffer
through recession; since
larger, more immediate issues of
staying within budget take
precedence over green
issues, green products like
TreeHouse’s have suffered in
sales. Following the green
movement in the early
2000s, green purchasing has
decreased since 2007, and with it
has followed a decrease in the
momentum of the green
movement. Mintel reports that
many people, especially
Millennials, are experiencing a
phenomenon known as green
fatigue, or disinterest in the green
agenda.2
University Hill Neighborhood Association (UHNA). Web. 3 Oct. 2013 http://www.hillneighbors.com/
2 Mintel. (2013) Meat Alternatives – US.
http://academic.mintel.com/display/637655/?highlight=true
3 Compilation from: TreeHouse. Web. 5 Oct. 2013. http://treehouseonline.com

14. STRENGTHS
WEAKNESSES
COMMUNITY ORIENTED AND
PEOPLE FRIENDLY
PRICE
UNIQUE, SUSTAINABLE PRODUCTS
LIMITED SELECTION OF PRODUCTS
ONLINE STORE
NEW TO BOULDER MARKET
EXCELLENT LOCATION
TreeHouse of Austin, Texas focuses
its efforts on the basis of four pillars
that “matter”:
people, communities, nature, excelle
nce, and dreams.3 The community
improvement environment that the
people of TreeHouse uphold and
maintain fosters a sense of
accessibility and friendliness among
happy customers in Central Texas.
TreeHouse only offers products that
past through their product
filter, educating their customers on
the materials they’re using to better
their home and their world. The
product filter contains four elements:
health, sustainability, performance, a
nd corporate responsibility.3
Additionally, these environmentally
conscious materials can also be
purchased and delivered directly to
your door via their online store.
TreeHouse’s location in the
University Hill neighborhood
positions itself in an area where 82%
of people are white-collar workers
with a median age of 38.4.4
1
Although TreeHouse offers unique
and sustainable products, their
label as “environmentally-friendly”
also means a significantly
increased price, especially when
compared to the run-of-the-mill
products that lack this distinction
found at large home improvement
stores. Additionally, due to
TreeHouse’s strict product filter
and commitment to sustainability
particularly, the selection of
products is limited.
Furthermore, because TreeHouse
touts green living through the
purchase of their expensive
merchandise, the consumers that
are targeted belong to a smaller
niche market. Lastly, despite
TreeHouse’s success and
established position in Austin’s
market, the home improvement
store is completely unknown to the
Boulder market.
University Hill Neighborhood Association (UHNA). Web. 3 Oct. 2013 http://www.hillneighbors.com/
2 Mintel. (2013) Meat Alternatives – US.
http://academic.mintel.com/display/637655/?highlight=true
3 Compilation from: TreeHouse. Web. 5 Oct. 2013. http://treehouseonline.com

15. “The Commitment Is Where The Community Is”
•
Our Goals
• To become a neighbor in the
Boulder, Colorado community.
• To be seen as tool to help in the mission
for community improvement.
• To be seen as an everyday part of our
target markets local media consumption.

16. At Nueces Creative, our goal is for at least 50% of our target market to be aware of the TreeHouse
name when prompted via aided recall. In addition, 50% of those who are aware of the TreeHouse
name should be familiar with the new store location. To achieve these goals, our agency
proposes a pulsed media mix composed of search engine marketing, radio underwriting and
community-event sponsorship complimented by guerilla marketing.
Event Sponsorship 1-University Hill Picnic:
Create Unique Contact Points
Our vision ultimately establishes TreeHouse as a member of the Boulder community. In
order to make this vision successful, promotional efforts will start small and focus
specifically on the University Hill Neighborhood. During the summer months of
June, July, and August, TreeHouse will sponsor the annual University Hill
Neighborhood picnic to generate a quantifiable number of durable, personal
relationships within the community.
Guerilla- Community Improvement Starter Kit
Seeking to simultaneously raise awareness and enhance brand recognition, free
“community improvement” starter kits will be provided at the TreeHouse sponsored
picnic. These kits will contain one promotional tape measure and pen with the
TreeHouse logo printed on each item. By measuring the number of starter kits
distributed, we can accurately gauge the number of individuals that were exposed to
the TreeHouse name.

17. Radio Underwriting: Message Dominance
Both of the well educated target markets are fiercely dedicated to community awareness. Not only
are they well-informed on community issues, but they are outstandingly loyal advocates for local
businesses. What better way to inform the Boulder citizens of the TreeHouse presence and resonate
with the intimately loyal market than through supporting their community radio station? For $50 a
day, Boulder’s community-supported radio station, KGNU, will inform listeners M-F from 6:30-9:30
about the TreeHouse name and mission. Announcements will promote TreeHouse as a supporter of
KGNU and educate citizens about the TreeHouse location, products, and services. By creating
continuous presence through this medium, target markets will become familiar and comfortable with
the ongoing support and commitment TreeHouse offers to improving the Boulder community. Arbitron
will be used to measure the reach and frequency of the radio efforts, ultimately providing an estimate
of the increasing brand awareness.
Search Engine Marketing: Direct Interaction
In order to promote the TreeHouse website and direct online traffic to the page containing address
of the new location, search engine marketing will be a necessary medium. Ad space for the terms
“Hardware Stores Boulder” and “Hardware Stores Near Me,” should be purchased through Google
AdWords to ensure a good balance of breadth and depth. Due to the specific geographic detail of
the term “Hardware Stores Boulder”, the number of generated clicks-per-day will be lower than
average. To supplement the lower click average, the search term “Hardware Stores Near Me” will
be utilized to encourage click-throughs, at the expense of a less accurate target market
measurement. TreeHouse would ultimately be able to measure frequency of click-throughs to the
website, and further measure the number of clicks on the “Contact Us” link (which lists the
addresses and hours). These would be cross examined to determine the prominence of familiarity
of the new store location.

18. In order for TreeHouse to be seen as a trustworthy member of the
community, customers must most importantly feel comfortable in the store, but
also using the products, and seeking knowledge with respect to both. Striving to
emphasize the importance of becoming familiar with the TreeHouse
culture, direct mail and out-of-home advertisements will be used to drive store
front traffic and encourage submersion into the TreeHouse lifestyle. Our agency
projects an average of 150 visitors per day on Monday-Thursday. In contrast, as
the most popular day for the home improvement industry, Saturdays will reach
300 visitors per day.
Direct Mail: Encourage Support and Participation in
Promotions
Flyers introducing TreeHouse as a new neighbor will be mailed
out in University Hill, exclusively offering a 30% off coupon to
University Hill residents. Employing the usage of direct mail
promote the image of TreeHouse as the “Local Hardware
Store” among the University Hill Neighborhood
population, since the message should reach every single
house. The coupon will allow our agency to track the success of
the direct mail efforts through redemption tracking.

19. Out of Home- Billboard: Direct Offensive
Placed on a billboard next to the competing Home Depot, TreeHouse will
reinforce the idea of the company being extremely proud of the
community and all of its members. The advertisement will remind
customers of the importance of shopping at a home improvement store
(conveniently located less than 3 miles away) that shares their personal
community commitment and environmental sustainability efforts.
Displayed during the three months of the initial store launch (March, April
and May), the out-of-home advertisement should encourage customers to
prioritize their community over store familiarity.
Print- Boulder Camera: Direct Purchase
Our agency wants to create a strong newspaper presence in the local
Boulder newspaper for the summer months. To measure this medium, we
will be placing “Summer Sale” coupons in the Boulder
Camera journal on the first Saturday of June, July and August. We will
measure the success of this objective by tracking the number of coupons
redeemed. In doing so, our main focus driving store front traffic, but it will
also enhance brand perception and increase brand awareness.

20. As previously stated, TreeHouse should be recognized as more than a
“green” hardware store – it should be a part of the Boulder
neighborhood. TreeHouse will align with the Boulder community in their
mission to create a more environmentally sustainable society. Looking to
secure customer loyalty and trust, TreeHouse wants potential consumers
to be excited about promoting the eco-friendly hardware store. In order
to establish the desired consumer generated content, our agency plans
to use sponsorship and a social media contest. Integrating these two
medium into our strategies will enhance audience engagement and create
excitement about the TreeHouse brand.
Social Media Contest: Foster Buzz and
Word of Mouth
In order to increase community
engagement in Boulder, with a specific
focus on workshop attendance, Social
media platforms will be extensively
promoted. Our target market will be
asked to post pictures demonstrating
how they personally interact with
TreeHouse products and
services, captioned with the hash tag
#TreeHouse4Boulder. For example, a
citizen could post a photo exposing a part
of the community that could benefit from
more environmentally sustainable
materials, such as more durable park
benches. Over the span of 5 months, one
weekly winner will be chosen to receive a
free workshop of their choice.
Conclusively, TreeHouse will assist one
grand prize winner in accomplishing a
community improvement project of their
choice. By continuously measuring the
number of hash tags used, our agency
will be able to forecast the increase in
positive brand promotion at play during
Event Sponsorship 2-Open Arts Event
Sponsorship
Focusing on well-educated markets who
are either currently, or striving to become
established members of the
community, these individuals enjoy
attending intimate, locally sponsored
celebrations such as festivals, art
shows, or athletic events. By sponsoring
the Open Arts Festival, our target
markets will develop a heightened
receptivity to the TreeHouse name. As
the direct correlation between the
showcased priorities becomes
transparent, target markets will learn to
identify with TreeHouse as a
neighbor, instead of just a company. At
this event, there will be a TreeHouse
booth with an American Clay
demonstration. The demo will allow our
customers to interact with one of the
many products TreeHouse offered. By
measuring the number of active
participants in the
demonstration, customer engagement
can be quantified.

22. By Objective
18%
28%
Brand
Awareness
Store Front
Traffic
Customer
Engagement
54%
By Flight
23%
41%
Flight 1
Flight 2
Continuous
37%

23. By Objective
Brand Awareness
7%
Store Front Traffic
Event and
Guerilla
53%
Radio
40%
20%
59%
Engage and Excite
Direct
Mail
26%
Print
21%
74%
Open Arts
Event
OOH
SEM
Social
Media
By Flight
Flight 1: March-May
Flight 2: June-July
Continuous Flight
10%
OOH
26%
74%
Direct
Mail
46%
30%
24%
Print
Guerilla
21%
69%
SEM
Social
Media
Radio
Events

24. TreeHouse prides itself on the personal and interactive workshops hosted inside the
store. Over a span of five months, Nueces Creative will promote a social media competition
that highlights the workshops offered by TreeHouse. Each week of the five months, the winner
of the social media contest will win a free workshop voucher. This will produce buzz about the
TreeHouse name and bring people into the store.
Nueces Creative has hired a Social Media Intern to actively and continuously promote
everything TreeHouse has to offer through Facebook, Twitter, Instagram, and Pinterest. In
each post and picture, there will be updates on new products, sales and discounts, and a
consistent schedule of workshop classes offered in store.
Momentum is something Nueces Creative focuses on as we continue our many media
objectives throughout the entire campaign. This approach was not heavily focused on the
launch, but had a steady media approach during the campaign.
Nueces Creative has the thorough passion and vision to take TreeHouse to the next level in
Boulder, Colorado. Using eight different media to create an extremely effective strategy, we
have exemplified our ability to enhance the TreeHouse brand name and generate continuous
business for the newest store location. Our campaign will last a total of seven months from
March 1st through September 30th, implementing heavy spurts of media during the store
launch, and then continues into the summer months. Nueces Creative will establish
TreeHouse as not only the reliable, local hardware store, but as a trustworthy member of the
Boulder community that consistently demonstrates love and care for the improvement and
wellbeing of the area.