This document proposes bringing online ordering to ODL Inc., a building products supplier, through their company website. The strategy involves launching online ordering, promoting it through a press release and social media, creating a customer referral program to build loyalty, and developing a mobile app. The goal is to increase brand awareness, loyalty, and income while gaining a competitive advantage through more direct sales. Progress will be tracked by monitoring online ratings, monthly profits, sales figures, and customer feedback weekly.

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“ Building Value into
Building Products® ”
“Building Value into Building Products ®”
Nicolette Bruer • New Media Drivers License • Fall 2014

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What is ODL Inc.?
 A leading building products supplier of decorative glass, clear glass,
and entry treatments for the door industry.
 They also advertise their wide-ranging styles including craftsman,
contemporary, old world, modern, etc.

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The Big Idea:
To bring online ordering to ODL Inc. from the
company website.
 When I find a brand I like, I am very likely to stick with that
brand. This loyalty is what companies strive for in consumers. It
is arguably the most important marketing strategy.
 The first thing you see when walking into a home is the front
door; it is the focal point for the home and a reflection of the
homeowner’s style.
 The company page does not offer online ordering. And it in
today’s world, online is everything.

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Audience:
 Homeowners
 Builders
 Architects
 Designers
 Distribution Customers
 Retail Customers

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Budget
 Privately held company
 Figure now: $25-50 million per year in revenue
 Most companies spend 2.5% on digital marketing
 Sooo….
 $31,250 will be spent on this digital marketing
campaign

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Online Ordering Strategy Steps:
Step 1: Submit a Press Release
 ODL Inc. no longer markets its products strictly
through retailers and dealers, but through their own
website as well.
 Prices will be cheaper, seeing as the sales profit is
no longer shared with a third party
 Customer support will be easier and more direct
 Ease of buying will be greatly simplified since it is
straight from the manufacturer

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Online Ordering Strategy Steps:
Step 2: Explode Social Media
Take the information from the press release
and send it everywhere.
• Facebook
• Twitter
• LinkedIn
• YouTube
• Blog Partners
• Google +
• Four Square
• Mobile Apps
• Google
Adwords

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Online Ordering Strategy Steps:
Step 3: Create Loyalty
Customer Referral Program
 1 customer referral  10% off next purchase
 3 customer referrals  20% off next purchase
 5 customer referrals  35% off next purchase
Valid for one year.

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Online Ordering Strategy Steps:
Step 4: Mobile Device App
 ODL Inc. made mobile
 The app will include an existing product
photo/video library
 Will include links to the website and links
to share your creation or purchases
 A view of each product with a variety
of colors, dimensions, styles, designs, etc.

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Key Performance Indicator
Timeline
(Trial Period): Expected
Goals:
• Broader Brand
Awareness
• Loyalty
• Perceived Quality
• Association
• Competitive
Advantage
• Higher Income
• Raise Brand
Equity
Measurement:
• Measurements will be made by comparing
online ratings and keeping track of
monthly profits. As well as, recording
sales figures and the results weekly from
multiple sources to keep up with the
customer feedback.