Case Study

Ace Hardware Matching Funds Group CO-OP Program

CHALLENGE: With over 4,000 locally owned stores, Ace Hardware has developed a matching funds group program to unify Ace stores to increase their share of voice.  In this program, stores have freedom to pursue their own marketing strategies, media plans, events and creative.  Ace wants to ensure brand integrity and strategy while driving more sales and larger basket sizes.

SOLUTION: Martin developed a media strategy for the Chicagoland Ace Hardware group to target DIYers in a younger demographic around the Chicago market.  This plan utilized radio to cover a large radius.  Radio stations were planned and chosen specifically to reach the right demographic.  Radio spots were produced monthly and tagged with new Ace Rewards deals on relevant products.  Ace Rewards was the focus of the creative because members returned more frequently and had a higher spend per basket per visit.