1. DIGITAL STRATEGY FOR PURPOSEFUL, PROFITABLE CONNECTIONS Presentation by Christina Churchill

3. Engaged in one of most fiercely competitive industries in U.S. business

4. Legendary service, selection and convenience

5. Hardware store vs. home improvement store/Fixers vs. major builders

7. Web site, Facebook, Twitter, YouTube

8. One-way conversations, information output only

9. Digital experiences arefragmented, not addingvalue to brands

10. Vision of specificaudiences lacking, andhuman needs and aspirations irrelevantCOMMUNITY COHESIVE BRAND EXPERIENCE FRAGMENTED BRAND EXPERIENCE INDIVIDUAL

12. Outdated Web site

13. Late entry to social

14. Missed opportunities

15. Output only, no realconsumer engagement

16. No vision of audience, lack of purpose

18. Understand their needs and aspirations

19. Understand DIYers online behavior

20. Listen to women DIYers & their online behavior

22. In their 30’s

23. Head of household

24. Identities differ across online spaces

25. Individual, empowered DIY women

26. For family, for self

27. Needs relevant to OSH:ORDER SELF PROGRESS SUPPORT

29. Women understand and empower each other

30. More efficient moms = peace of mind and time = better moms

31. Align with behaviors, delight with understanding

32. Provide personal attention

33. Mirror nurturing ambiance of new stores

35. Link from primary OSH Web site (updated)

36. Use Twitter, Facebook, women’s sites to promote

37. Sections: Ask the “experts”, video how-tos, “recipes/shopping lists”, monthly spotlight/inspirational stories, sharing, discussions, contests, local meet-ups, community, “friends that like”, blog, Web casts, “for kids”, games, ideas by room

38. Everything in one place! Ease, trust & loyalty

41. Women like accessible size and ambiance

42. Can create more personal experiences, due to store sizes, company size, etc, on and off line

43. Historically, women drawn to OSH stores

44. Not tied to “specific” market like contractors or heavy builders

45. Smaller projects appeal to women

46. Tone is not intimidating