42 | Orgill Case Study The Grand Reopening Plan The grand reopening not only reintroduced Germantown Hardware to the community and served as a powerful marketing tool for the store, but it was also an opportunity to showcase the work of the Orgill team and the Orgill services they leveraged as part of this major retail enhancement project. “When planning the right story to tell and how we were going to get that message across, in the case of Germantown Hardware, it was how we wanted to have this big party to celebrate the reopening with people from the community,” Wells says. “We put a big emphasis on using local food vendors to help support the event. We also had Orgill team members help volunteer at the event. It was really about giving back to the community through having this event at the store.” “We started down the path as we would any normal external client, or even a CNRG client brand,” Foy says. “And then we started customizing the plan as we got more information and found the best fit.” “There's an event planning template that we can customize to whatever the customer needs, so we're going to be able to support the smallest retailer to the largest,” Walker adds. The Orgill team also focused on communication during the construction process, which helped allay any customer frustrations about moving parts and created excitement ahead of the grand reopening. A map of the final store layout was posted in the store, and construction information was shared on the store website. The Germantown Hardware grand reopening fell on the same week of the year the store had previously held an anniversary sale with coupons for plants and small outdoor living items under the Wagners’ ownership. The team used this to their advantage when working on a grand reopening marketing campaign. Beginning several weeks before the event, the team used in-store signage and bag stuffers, circulars and more to fuel excitement in the community. “We built this event with the Brand Building and Tyndale Advisors Marketing (TAM) teams working together on overall strategy and ads,” Wells says. The Brand Building team helped determine item selection for the sale, Doorbusters, Orgill programs and developed endcaps. And TAM designed the ads and offered a more customized approach.” A sale flyer dropped the week of the event that had an insert advertising the event itself, along with pages of product promotions that were on sale for the event. “We did some radio for the first time in that market, which advertised specifically around the event,” Wells says. “We also did email, social media advertising and some Google ads. Then we also had a meeting with local dignitaries and had a store manager attend the local Chamber events. They were willing to send our message out in their messaging to the Chamber members. So we were able to also do some word-of-mouth, grassroots-type marketing through local contacts as well, which is really ideal. You want the local community supporting a store like this.” In addition, the marketing team secured about 300 email addresses for local dignitaries and store owners, who were then invited, along with important customers, to a dinner reception for Orgill employees. Putting the Plan in Place The ribbon-cutting ceremony took place on April 12, 2022, and local Orgill team members toured the store on April 24 alongside local officials, including Janie Day, CEO and president of the Germantown Chamber of Commerce, and Mike Palazzolo, the mayor of Germantown. The day of the grand reopening saw a large turnout. Orgill volunteers helped with directing traffic, handing out popcorn, filling up balloons and administering games with big prizes and giveaways, along with activities for children, which included a scavenger hunt. Germantown Hardware Grand Reopening
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