Milwaukee Days SPR 25

Campaign Strategy

Objective: Drive local awareness, increase event attendance, and generate in-store sales during the Milwaukee Days events across all seven Gold Beach Lumber-affiliated stores.

SMART Goal: Generate over $100,000 in Milwaukee tool sales during the Spring 2025 event window while achieving 25%+ SMS click-through rates, 30%+ average email open rates, and 300,000+ ad impressions.

Result: $127,000+ in total sales, exceeding our sales goal. I also surpassed my KPIs for digital reach and engagement.

Situational Analysis
Milwaukee Days is a biannual promotional event featuring special pricing and tool demos from Milwaukee reps. This campaign capitalized on spring project season to drive traffic during a key retail window. The spring timing also aligned with customers’ increased readiness for outdoor and home improvement tasks.

Past events saw strong turnout in-store, but lacked cohesive cross-store marketing. This campaign aimed to unify efforts across all seven locations with localized, store-specific messaging and expanded channel reach (SMS, radio, livestreams, etc.)

Target Audience

Primary Audience: Male and female DIYers, contractors, and home improvement enthusiasts, ages 30–65+, living in the local markets surrounding each store.
Secondary Audience: Spanish-speaking customers in Cottage Grove and Creswell markets.

Personas:

Weekend Warrior Walter – A homeowner preparing for spring projects.
Contractor Carla – A local professional looking to take advantage of tool deals.

Channel-by-Channel Tactics

Google Display Ads

Purpose: Build awareness > Drive flyer views > Encourage store visits
Results: 337,273 impressions, 2,199 clicks, 0.65% CTR

Social Media (Organic + Paid Reels)

Paid social ads were used to locally promote each store’s Milwaukee Days event. Each location had a custom Facebook and Instagram Reel tied to its specific event date.

Execution: Custom reel videos for each store’s event
Performance:
- Store 1: 20,272 views
- Store 2: 55,360 views
- Store 3: 11,534 views
- Store 4: 22,205 views
- Store 5: 13,529 views
- Store 6: 17,064 views
- Store 7: 17,131 views

Email Campaigns

Emails were sent out three days prior to each store’s event, scheduled for 5:00 PM local time. Each store received its own customized email to reflect the correct event date and location. The primary goal of these emails was to drive awareness and in-store attendance, not online transactions.

Strategy: Event reminder emails sent 3 days in advance, customized by store
Results: 28%–36% open rates (vs. 20–25% benchmark), 1–2% CTR

SMS Texts

SMS messages were sent to each store’s contact list the night before their event at 5:00pm. These messages were designed to drive last-minute awareness and turnout.

Strategy: Event reminders sent the night before each event
Results: 25%–28% CTR (vs. 10–15% industry avg), strongest store: Store 4 (28%)

In-Store Tactics

Printed flyers, endcap screens, and sandwich boards reinforced awareness

Experiential Marketing

Milwaukee reps demoed tools outside stores and joined event livestreams

Traditional Media

Billboard: Placed between Cottage Grove and Creswell stores for commuter visibility
Radio: English + bilingual ads in applicable markets

Milwaukee Days SPR 25

Campaign Strategy

Channel-by-Channel Tactics

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