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True Value Sparks Strategic Initiatives in Q2

True Value announced it is gearing up to roll out its strategic plan in the fall that will highlight long-term changes for the co-op.

While many efforts won’t be implemented until the end of 2014 or later, according to company reports, many new initiatives are slated to take place during the second quarter of this year.

First, True Value launched its national advertising campaign May 7. The campaign uses multiple message delivery vehicles including national cable television, digital radio and video, online, banner and social media advertising, search engine marketing and more. Accoding tot he company, it is centering the new campaign around its brand strategy, “Behind Every Project is a True Value.”

Focusing on the seasons, the campagin is built around the concept that spring projects enable summer satisfaction. The campaign features video vignette which illustrate classic summer project scenarios and the products that help them complete those projects. Appealing to its “young achiever” d-i-y target audience through the campaign called “Summer Moments.”

“The spring season is such an important time in our customers’ lives,” says Blake Fohl, SVP marketing and chief customer officer. “DIYers are out getting dirt under their fingernails, putting in the time and effort to cross projects off their to-do lists. We wanted to remind them the satisfying idyllic summer moments are just around the corner, and that True Value can help them get there.”

Coinciding with the new website, TrueValuePaint.com, True Value is also introducing a new color center and ultra low-VOC colorants and paints that particularly appeal to the environmentally conscious customer. The new offerings will roll out to 2,000 stores, according to Rich White, manager of paint marketing and business development.

Additionally, TrueValueProjects.com (formerly StartRightStartHere.com), TrueValuePaint.com and TrueValueCompany.com will each receive a new look and feel, as well as responsive design, to provide a better user experience.

About Amanda Bell

Amanda Bell was an assistant editor of Hardware Retailing and NRHA. Amanda regularly visited with home improvement retailers across the country and attended industry events and seminars. She earned a degree in magazine journalism from Ball State University and has received honors for her work for Hardware Retailing from the Association of Marketing and Communication Professionals.

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