Reno-Depot has tapped into the entrepreneurial spirit of women by creating a website dedicated to them that offers practical advice for renovation projects they can do on their own.
The AtelierRenoDeco.com site includes articles from Coup de Pouce magazine on how to make changes in the home without the help of a contractor.
The site was created in partnership with Coup de Pouce parent Transcontinental and launched with print and web support along with a contest “Gagnez votre projet” (Win your project), which has ended.
Anyone looking for renovation advice on either the Reno-Depot or Coupe de Pouce websites will be directed to AtelierRenoDeco.
Another section, “Racontez votre Réno” (Tell us about your renovation projects) allows surfers to share their past experiences, both negative and positive.
“In North America, about 80% of renovation projects are decided by women, but most sites are geared to men for things like how to build a patio or deck,” said Julie Goulet, account director at Zoum Armada, which created the site. “And if women are involved in the decision-making process, most also want to do the project themselves.”
Goulet said the renovation advice on the site is for “things that interest women like changing countertops or kitchen floors or doors, and a new project will be added online every two weeks.”
The media buy was handled internally.
