the colors you crave

lets open the p aint can

table of contents
1 2 3 4 6 8 14 15 Industry Analysis Competitive Analysis Target Audience Research Marketing Creative Digital Media Social Media

executive summary
Campaign Objectives To build awareness for the Glidden paint brand within U.S. Walmart stores To drive consideration for the Glidden brand within U.S. Walmart stores Target Audience Includes three segments: renting DIYer shoppers, current Walmart paint shoppers and DIYers shopping Walmart home, but not paint. Key Research Findings Our three target audiences want quick, easy projects that will personalize their space. They enjoy DIY activities but are working on limited time and budgets. Color is the most important factor when purchasing paint. Painting inspiration comes from visual media such as magazines, television and the Internet. 79.5% consider themselves creative and imaginative. 6.5% have visited the Glidden website and even less are aware of the Glidden on the go app. Creative Theme Glidden Has the Colors You Crave Media: Paid $8 million Digital/Social Media: $2,457,256 Magazine: $2,400,444 Radio: $1,639,300 Screenvision: $681,447 Billboards: $668,553 Product Placement: $150,000 Shared: $1,019,000 Grand Opening Events: $534,000 Promotions: $260,000 Sponsorships: $225,000 Earned : Public Relations $319,000 Owned: $500,000 Kiosk Software Development: $350,000 Website Development: $100,000 Mobile App Development: $50,000 Evaluation/Contingency: $162,000

17 Integrated Communications 19 Media

Whos p ainting today?

industry analysis
Third in the global paint and coatings market, the United States represents 25% of the global market. Due to the housing market collapse following the late 2000s recession, the industry experienced a 30% decline in volume and sales. The paint and coatings industry comprises three distinct categories: Industrial coatings used in the manufacture of goods Special purpose coatings like automotive paint and spray paint Architectural coatings, including Glidden The architectural coatings category comprises the largest segment of the U.S. paint industry. It accounted for more than 56% of the paint sold in 2010. Paint sales occur into two broad user categories: Do-it-yourselfers who use paint supplies for personal needs Trade users, which include contractors, painters, and handymen DIYers purchase about 45% of paint, while trade users purchase 55%. Paint is typically marketed and sold in three retail channels: Home improvement stores like Home Depot or Lowes Big box general stores like Walmart Specialty paint shops like Sherwin Williams

Walmart paint-buying experience

With 3,982 retail locations in the United States, Walmart is the nations largest chain retailer, serving more than 200 million customers each week. Its 2.2 million global employees make it the third largest employer in the world. Consumers appreciate the stores convenience and high value, but many are unaware that Glidden paintor any paintis sold at the retailer. Due to its one-stop-shop nature, Walmart competes with almost every category of big box retailer. However, in home improvement and DIY, Walmart holds only 5% of the total paint sales market when compared to Home Depot and Lowes. A gap exists between Walmart and other paint and home improvement retailers. Although Walmarts benefits include convenient locations, wide variety of products, and affordability, it lacks knowledgeable and easy-to-find staff, variety of colors, and color accuracy. Larger Walmart stores will have a display with paint chips and other paint color related information. However, finding a sales associate in the paint department can be time-consuming and tedious. Customers who prefer to shop online can use Walmart.com to research their paint projects. They can also browse paint selection and order paint for in-store pick-up. Walmart also offers information and instructions on DIY projects through its Projects Made Simple section.

brand analysis
Glidden is available in all three retail channels. Both Glidden Brilliance Collection and Better Homes and Garden by Glidden are available at U.S. Walmart stores. After decades of success in the category, Glidden lost 40% of its market share from 2003 to 2008 due to the housing market crash and heightened competition. In 2010, Glidden named Walmart as the retail chains exclusive paint partner. However, the Glidden brand still suffers from poor consumer perception. Although 97% of people who used Glidden paint would recommend it to a friend, consumers believe the paint is of lower quality. Glidden ranks fourth in market share behind Behr, Valspar, and Sherwin Williams. A March 2012 Consumer Reports test also places Glidden as the fourth overall best paint. In 2012, PPG Industries announced plans to purchase AkzoNobels North American operations, including the Glidden and Olympic brands.

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the other p aint cans

competitive analysis
Good, Better, Behr 25% market share Top-selling brand at Home Depot, the brands official retailer Kiosks at Home Depot locations allow customers to select colors Offers different lines of paint at Home Depot, including consumer DIY brands and professional brands like Behr Premium Plus Ultra Transform 5% market share Marketing efforts focused on young female DIYer Transform campaign positions the brand with fashion trends and designer makeup Functional, personal confidence and creativity

target audience analysis

Different in lifestyle but similar in thought, the three target segments want independence, ease and value. With each of the segmented audiences, Glidden must communicate these three values in a straightforward way that resonates beyond age and social status. The three segments are uniquely value-oriented with price an important factor. However, these individuals put quality and durability ahead of cheap solutions in the products they use. Each group responds positively to situations in which a wide product selection is available. When shopping in a store, they often rely on help and advice from a store associate or employee. All of the segments use the Internet. While frequency and method of use is dependent upon the specific segment, Gliddens target audience members typically connect through a computer or smartphone. Members of each segment research online before making a purchase, with social media as a major influence on purchase decisions.

Love Your Color 14% market share Leading brand available at Lowes Confident home painters who enjoy painting creativity Category unique Love Your Color Guarantee rebate

Be a Color Genius 4% market share Lowes second-tier paint Promoted by HGTV star Eric Stromer Campaign centers around its paint-andprimer product Olympic One Quality and valuable paint for confident painters who paint for functionality

Cover the Earth 12% market share Competes as both a brand and retail outlet More company-owned stores than any of the other brands Website has the most traffic of all paint brands Confident home painters who paint for functional reasons

Smart + Stunning Released in March 2012 In-house brand in Ace Hardware Free paint giveaways at Ace Hardware stores Large initial presence on social media

gliddens p ainters
segment 1: make it my own (18-29)
VALS: Strivers, Makers, Experiencers PRIZMS: City Startups, Young and Rustic, Mobility Blues, Boomtown Singles, New Beginnings

Jenny Thompson, a 26-year-old teacher in Dallas, has finally saved enough money to move into her first apartment. Although the apartment is small, she is proud that she has space to call her own. She is creative, likes to read magazines and uses Pinterest to catalog new ideas. She has selected home dcor and home improvement products in the past for her parents home, but she wants her apartment decor to reflect her personality.

Ashley Williams pays her tuition waiting tables at a high-end St. Louis restaurant. She and a friend rent an apartment near campus and are eager to paint. She lives on a limited budget due to climbing tuition rates and researches various paint retailers to find the best value. She wants to makeover her apartment on a small budget but still wants to make it her own. She shops at Walmart because of its proximity to campus, the product variety and its everyday low costs.

segment 2: family focused (21-45)

VALS: Strivers, Makers, Survivors

PRIZMS: Blue-Chip Blues, Red, White & Blues, City Startups, Family Thrifts

Hispanic-Americans Carlos and Daniela Lopez and their two children live in a small house in the developing outskirts of Oklahoma City. Both parents are young, have recently graduated from a local community college and work full-time. They shop at Walmart because it is affordable and convenient. They regularly purchase paint at Walmart because they trust that it will meet their needs for a valuable price. They enjoy DIY projects that involve the entire family.

segment 3: fixer-uppers (46-64)

VALS: Thinkers, Achievers, Experiencers

PRIZMS: Traditional Times, Simple Pleasures, Sunset City Blues, New Empty Nesters

Cynthia Field, a widowed empty nester, owns a home in a Birmingham suburb. Retired, Cynthia spends her time socializing with friends, participating in church activities and decorating her home. She enjoys buying toys at Walmart for her grandchildren. However, she has never purchased paint from Walmart because she is unfamiliar with the brands. She is a confident painter, but her age prevents her from completing large-scale room makeovers. She enjoys small DIY decor projects that will appeal to her grandchildren when they visit.

Gerald Clark and his wife have lived in a Little Rock suburb for 30 years. Their house is in good shape due to his routine maintenance. He is confident in his homeimprovement skills and sees painting as a necessary step to maintain his homes excellent condition. Gerald shops in the Walmart home department but has not considered buying paint there because he does not view Walmart paint as long-lasting or durable.

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Researching p aint
our research
7 Focus Groups Groups of 6-11 individuals discussed their paint-buying experience 15 participants for the make it my own segment 13 participants for the family focused segment 12 participants for the fixer-uppers segment 14 Secret Shoppers Secret shoppers visited 14 Walmarts in Tennessee, Mississippi and Arkansas 5 Personal Interviews Interviews with managers and Walmart employees from five Walmarts about employee training, customer interaction, Glidden collaboration and the placement of the paint section in the store and sales. 210 Online Surveys Quantitative research gauged the target audiences perceptions and paint-buying experience

secret shoppers
Shoppers spent, on average, nine minutes waiting before a sales associate approached them; some waited 15 minutes. Mixing and buying paint happened on average, within five minutes. Employees had basic knowledge about the paints and mixing them. Half of the shoppers described the paint mixing areas as disorganized, cluttered, stained, bland and dirty. Glidden color swatches were organized and clean. Half of the shoppers stated that the sales associate recommended Walmarts store brand, Color Place. Glidden was only suggested to those looking for quality. The location of the paint department within the Walmart store varies between each store. Some paint departments were easier to find.

personal interviews

focus group insights

Make it My Own Love color and creativity Not knowledgeable about paint Use the Internet (Pinterest, etc.) for decorating advice Rely on the advice and recommendations of family Do not enjoy Walmarts cluttered appearance Family Focused Price-conscious Desire a simpler painting process Dissatisfied with the stigma attached to shopping at Walmart Fixer-Uppers Interested in quality and durability Do not conduct research prior to buying paint Have a pre-conceived idea of their wants before entering a store All segments agree Knowledgeable sales staff important Color is important 4

At least one person per store is trained to mix paint; however, Walmart does not have an employee to work only in the paint department. Employees receive training from other employees, computer-based programing and managers. Training includes general information about the paint equipment and each kind of paint. Employees are trained to sell-up Glidden paint over ColorPlace. The cost of Glidden paint in comparison with ColorPlace is one of Gliddens greatest challenges. Although customers like Glidden colors, they often ask to use these colors with the less expensive paint. Some Walmart stores allow this modification; others do not. Customers are confused as to why the Glidden paint is more expensive than comparable paint at Home Depot and Lowes. More women are purchasing paint. Customers tend to purchase paint on weekends, especially if the weather is warm and dry.

Researching p aint
survey findings
Importance of color 97.6% agree color accuracy is the most important feature. 92.3% use paint chips or samples. 91.1% agree color helps them express their creativity. 91.0% agree the color of a room was important. 90.4% enjoy having a large selection of colors. 79.5% agree they are creative and imaginative. Paint-buying experience 97% agree that Walmart has reasonable prices. 87.5% say that shopping at Walmart was frustrating. 87% agree that a sales associate with knowledge of paint was important; however, 66.3% agree that Walmart doesnt have experienced, wellqualified paint associates. 85.4% will not choose Walmart for home dcor. 79.6% will not choose Walmart for home-painting projects. Paint brands 68.5% are familiar with Glidden. Glidden ranked fifth (3.07) on quality, behind Sherwin-Williams (3.69), Behr (3.54), Benjamin Moore (3.52) and Valspar (3.27). Glidden ranked sixth (2.82) on price, behind Sherwin-Williams (3.45), Benjamin Moore (3.31), Behr (3.25), Clark + Kensington (3.06) and Valspar (2.93). Olympic was considered the lowest priced paint (2.80). 35.5% had painted with Glidden. 98.1% are happy with its price. 87.0% are happy with its quality.

research challenges
Change the perception of the Glidden brand In a crowded category, Glidden market share of DIYers is 6%. Gliddens brand recognition is high among older target members but considerably low among younger target members. The target favors color over brand and doesnt show signs of loyalty or favorability toward any particular brand of paint. The brand suffers from being another face in the crowd. Change the perception of Walmart Lack of confidence in the skill of the sales staff and the long-term nature of painting contribute to this trend. Walmart has 5% of the DIY market, down from 10% in 2008. The target believes employees are not helpful or knowledgeable. Improve the Walmart paint-buying experience Walmarts paint department is often in the back of the storethe last part of the store a customer might see. The paint department is not visually appealing. The swatch displays are substantially smaller and less attractive than the displays at stores like Home Depot and Lowes. Directional signage is confusing. No signs say paint only do-it-yourself. Walmart paint departments do not offer the same features that big box home centers have. Walmart does not have a designated paint employee.

Paint is more functional than fun. Its not a lighthearted purchase you can buy on a whim.

- fixer-uppers focus group participant 55

marketing GLIDDEN
marketing objectives: SWOT analysis
1) build awareness + 2) drive consideration
for the Glidden paint brand within U.S. Walmart stores

Strengths Most widely distributed paint in the United States Sold in Americas largest mass general store Tested products perform well against the competition but sell for nearly half the price Branding partnership with Better Homes and Garden Weaknesses Lost 40% of market share from 2003 to 2008 Walmart only has 5% share of the total paint market Store associates and consumers perceive Glidden paint as poor quality Only 66% of DIY shoppers aware of the Walmart paint department Limited online and social media presence Opportunities Reach the substantial number of DIYers who shop at Walmart Emphasize Gliddens bold, stylish and modern brand image Leverage trusted Better Homes and Gardens brand Increase use of online and social media platform tools to improve brand image and awareness Inspire consumers to use Glidden for small one-day projects Educate employees to become more knowledgeable about the paintbuying experience Threats Behr, Valspar, and Sherwin-Williams have more than twice Gliddens share of market Competition has intensified and offers similar products and innovative advertising campaigns Walmarts ColorPlace has more colors (882), is significantly less expensive and represents 60% of Walmart paint sales Home-Depot, Lowes, and Sherwin Williams have a more qualified staff who are knowledgeable about the entire painting process

marketing strategies

Rollout campaign in 12 key markets with the highest percentages of Walmarts and DIY shoppers Relaunch the Walmart paint-shopping experience Develop store-within-a-store concept Develop innovative kiosk Improve direction/signage Train employees Reposition paint and home decor sections closer together Use technological innovations to make buying paint easier Encourage paint projects that go beyond painting walls Remind consumers that Glidden has always been and will always be innovative Use earned, owned, paid and shared media

12 DMAs
City Atlanta Birmingham Boston Chicago Dallas-Ft. Worth Houston Little Rock Louisville New Orleans Oklahoma City St. Louis Tampa # painted in 2011 in the state 1,947,000 1,193,000 1,688,000 2,449,000 3,775,000 3,775,000 16,900 1,038,000 496,000 715,000 1,479,000 4,094,000 # Walmarts per 1mil people in the state 13.81 21.13 2.26 9.55 12.51 12.51 30.87 20.97 19.85 27.46 19.87 10.04

marketing GLIDDEN
kiosk
Kiosks placed in the 12 target DMAs will be a key factor in driving online mobile users into the store. The touch-screen interface will offer the same project planner functionality found on the new website and app. Users can also send their project to the kiosk from the app or website and get their chosen Glidden product at the store. Both the app and the new website integrate with the new in-store kiosk. Once users finish their project on one of the platforms, they can send their project plan to their nearest Walmart. A print-out from the kiosk will include a shopping list and a guide for successfully finishing their project. A Walmart associate can then scan the print-out to ensure that customers get the exact color they chose online or on their smartphone.
Kiosk Key Features Color Browser: View Gliddens complete collection of colors via an interactive display. Send colors to the project planner to preview how the color will look after the project is completed. Pick Up Paint Plan: Customers can access their paint project plan and color selections from the kiosk interface. Start a Project: Customers will print a shopping list containing paint needed and suggestion accessories. The print-out can be scanned by the paint mixer to ensure color selection is accurate and correctly mixed.

store-within-a-store
Store improvements will serve to more effectively display paint merchandise, as well as improve the overall paint-buying experience. The paint department should be revamped, featuring a new open floor plan that embodies a fresh, modern look and feel. Bright lights, metallic accents, new directional signage and stained concrete flooring will capture the attention of customers and provide a haven for inspiration.

Project Central
Color Browser Pick Up Paint Plan Start a Project

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cra ving creative

key insights
Target audience members are looking for quick, easy projects that will personalize their space. They enjoy do-it-yourself activities but are working on limited time and budgets. Color is the most important factor when purchasing paint. 79.5% consider themselves creative and imaginative. 6.5% have visited the Glidden website and even less are aware of the Glidden on the go app. Why are we advertising? Glidden is a paint brand with a relatively small market share and a noticeable lack of personality. Glidden must overcome negative opinions of Walmart and increase consideration of its paint. Glidden needs to stand out in the cluttered paint category through imaginative advertising. Our campaign is unexpected and will grab attention. What would we like our target audiences to think? We want them to think of Glidden as the go-to-paint for simple DIY projects and Walmart as the convenient one-stop shop for any painting project. Why will our advertising work? Our customers are constantly inspired by the world around them, and their home dcor should reflect that. Our advertising will use unique imagery and bold headlines to direct viewers attention to our copy, which will then drive them to download the Glidden app and get started on a project. Our images portray unique attempts to capture color after a sudden inspiration. This concept, juxtaposed with the convenience of Glidden at Walmart, highlights the idea that Glidden is the quick and easy solution to any DIY project. Each image in our campaign is colorful and unique. Each disrupts the audience by portraying unexpected situations, which make our ads stand out in the cluttered paint category. This idea is bold and refreshing. Audience favorability of the advertising will transfer to audience favorability of the Glidden brand. When members of the target audience are inspired, they dont have to go to ridiculous lengths to get the color they crave. Glidden gets you going.

advertising objectives
To break through the clutter of the paint category by using unexpected, witty visuals and headlines To emphasize the accessibility of Glidden at Walmart To influence the perception of the Glidden brand as bold and fresh To drive consumers to use the Glidden app and website in their paint purchasing decisions

the big idea

The target audience consists of DIYers who enjoy simple home projects and consider themselves creative and imaginative. For them, inspiration can strike at any time. No matter what sparks their creativity, Glidden is the best paint to get the color they crave.

theme
Glidden Has the Colors You Crave.

cra ving creative?

magazine
Magazine executions feature a dominant visual and headline that demonstrate how Glidden paint turns inspiration into action and shortens the effort between getting the color they crave to using that color. An unexpected use of imagery transforms a memory into something tangible. Executions also include copy that directs users to download the app via a QR code. A paint chip highlights the color used in the illustration, one of the many unique colors that Glidden can bring to life. Ads also feature the Walmart logo, a can of Glidden Brilliance Collection and Gliddens current tagline, Glidden gets you going.

Turn the color you crave into the color you have.
ORANGE SLICE
APP

Bold headline emphasizes ease of using Glidden to find the perfect color.

Striking visual grabs readers attention.

Copy explains the visual, integrates Walmart, and urges readers to download the Glidden app. Paint can displays Glidden Brilliance Collection logo. Glidden tagline incorporated in copy.

QR code links to app for easy download. Subhead reveals many color options. Large swatch and color name ties imagery in with Glidden paint. Walmart logo

Just one of the 306 Glidden Brilliance Collection colors available at Walmart.
Inspiration can strike at any time. With the Glidden Brilliance Collection at Walmart, you can tackle any project with confidence and ease. From swatches and samples to a new app linked to an interactive kiosk, Walmart has the tools you need. Download the app today and find the color you crave, because no matter what sparks your creativity,

Glidden gets you going

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cra ving creative?

Get the color you crave without the hassle.

Getting the color you crave is easier than you think.

NEW GRASS GREEN
APP

LILAC BOUQUET

APP

Just one of the 306 Glidden Brilliance Collection colors available at Walmart.
Inspiration can strike at any time. With the Glidden Brilliance Collection at Walmart, you can tackle any project with confidence and ease. From swatches and samples to a new app linked to an interactive kiosk, Walmart has the tools you need. Download the app today and find the color you crave, because no matter what sparks your creativity,

Just one of the 306 Glidden Brilliance Collection colors available at Walmart.
Inspiration can strike at any time. With the Glidden Brilliance Collection at Walmart, you can tackle any project with confidence and ease. From swatches and samples to a new app linked to an interactive kiosk, Walmart has the tools you need. Download the app today and find the color you crave, because no matter what sparks your creativity,

Glidden gets you going

Glidden gets you going

10

cra ving creative?

video
Our 30-second video portrays a moment of sudden inspiration for a young DIYer and her desire to get the color she craves. The video presents the functionality of our new Glidden app with its Walmart connectivity as the easiest way to match a color, place an order and get started on a fun new project.

Frame 1 Fade in on a young DIYer pouring a fresh smoothie from a blender. Music: Upbeat tune begins. SFX: Pouring smoothie

Frame 2 Cut to living room, she sits down and takes a sip. Music: Continues. SFX: Sipping noise.

Frame 3 First-person shot. She is looking at the boring accent wall across from her.

Frame 4 First-person shot continues. She holds up her smoothie and compares the color to the accent wall.

Frame 5 Profile shot. She is still holding up the smoothie and suddenly throws it to splash the color on the wall.

Frame 6 Slows to a freeze frame on the smoothie in mid-air. Music: Slows with the video and fades out completely as the visual pauses. VO: Theres a better way to get the color you crave.

Frame 7 The film reverses, making the smoothie fly back into her glass as she holds it. SFX: Rewind noise.

Frame 8 She uses the Glidden app on her smartphone to take a picture to match Gliddens Watermelon Smoothie. SFX: Camera noise VO: Instantly match any color that inspires you with the Glidden on the Go app. With just a few swipes, your color will be ready and waiting for you at your nearest Walmart store.

Frame 9 Visual: Exterior of Walmart. She walks out happily holding two gallons of Glidden Brilliance Collection paint. Music: Continues. VO: Download the Glidden on the Go app today and add some color to your life, because no matter what color you crave

Frame 10 Visual: Glidden logo and tagline slide into frame as the background fades to white. Music: Wraps up at the end. VO: Glidden gets you going.

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cra ving creative?

outdoor

Glidden gets you going

An easier way to get the color you crave.

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cra ving creative?

digital
Red Delicious
Find Your Inspiration

Get the color you crave without the hassle.

leaderboard

Glidden gets you going

Getting the color you crave is easier than you think.

Find Your Inspiration

New Grass Green

Turn the color you crave into the color you have.
Find Your Inspiration

Glidden gets you going

rectangle Our digital advertising extends the idea of our magazine ads to portray the things that inspire people to paint. A bold headline mixed with eyegrabbing imagery catches viewers attention and prompts them to Find Your Inspiration. A click directs users to the redesigned Glidden landing page, where they can get started on a new project.

Orange Slice
Glidden gets you going
medium rectangle

Get the color you crave without the hassle.

Find Your Inspiration

Lilac Bouquet
Glidden gets you going

wide skyscraper

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glidden goes digital

digital strategy
The online campaign will begin with a complete re-launch of Glidden.com. Because Gliddens current website lacks modern design and functionality found on competing websites in the category, we have added features and redesigned the layout to make it a more engaging, user-friendly experience. New features like Project Planner and DIY Central will make the all-new Glidden.com a resource for DIYers who may not be aware of the brand. Enhanced connectivity with the in-store kiosks and smartphone app integrate the website with the digital campaign. Website Redesign ($100,000) Website Features: Project Planner: The Project Planner will be the main focus of the new site. Users will be able to input their room size, choose their desired sheen and select a color from an uploaded photo or from Gliddens existing color palette. Project planners have options for special projects like accent walls, furniture and crafts. Users can upload a photo of their room to see a preview of what the color will look like on their walls. After completing their project plan, participants will receive a shopping list that can be printed out or saved to their smartphone. DIY Central: DIY Central will be the websites hub for information, helpful tips and step-by-step guides on using Gliddens products for a variety of do-it-yourself projects. Users can access instructional videos, downloadable ebooks and online workshops. Potential students who sign up for online workshops will receive a new guide on a project delivered to their email inbox once a week for a month. Different online workshops will be available based on themes, including Projects for Kids, DIY on a Budget and Simple yet Impactful Projects. Social Stream: The Social Stream will showcase activity on Gliddens umbrella of social media accounts, including Facebook, Pinterest, Instagram and beyond. On this page, visitors can view the latest social media posts across each network, share photos of their latest paint projects, and enter the home makeover sweepstakes.
Glidden Gets You Going

start your project social stream

DIY central

todays DIY video

social stream

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glidden gOES DIGITAL

Landing Pages and Microsite Landing Pages: We will create landing pages targeted to the three segments. Each landing page will be based on a project (painting a childs room, painting an apartment, easy accent wall, etc.) Each page will direct visitors to plan their project using the project planner on the new Glidden.com. Microsites: We will develop microsites for the $200,000 Home Makeover project. Users will be able to connect their Facebook accounts to this separate website and upload their before and after photos. Visitors will also be able to vote for their favorite submission.
Glidden Gets You Going

start your project

social stream

DIY central

share your before & after

the Colors you Crave $200,000 giveaway
Send us a before and after shot of a Glidden Brilliance Collection or Better Homes & Garden paint project. One winner will receive a $200,000 home makeover. Send us your entries before August 31, 2014.

social stream

Home Makeover Project Microsite

Mobile App ($50,000) Gliddens mobile app offers opportunities to improve the consumers usage. The app should be used to drive purchasing consideration and not solely as a marketing tool. Although the application will increase awareness, the main improvement will focus on completing an entire project from consumers color choice to their paint supply pick-up at a local Walmart. App Features: Color Finder: Snap or choose a photo and find a similar Glidden color. Walmart Locator: Find a Walmart near your current location. Users will connect to the kiosk to check the stores available color stock. Project Planner: Same Project Planner functionality found on the website. Saved Colors/Projects: Save a color you have found via the Color Finder. DIY videos: View Gliddens library of instructional DIY videos. Notifications: Alerts sent out when new colors added and/or restocked. Push notifications: Users will be alerted when theyre near a Walmart store.

Enter here.
Glidden Gets You Going

start your project

social stream

DIY central

July 4th Microsite

find a fourth of july project

red, white and you fourth of july painting demonstrations
Come to your local Walmart store to learn how to accomplish an easy July 4th-themed painting project the weekend before the fireworks launch. Find your Walmart store. Whats your zip code? You can also find these easy do-it-yourself projects here.

live video stream

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glidden gets social

social media
Social media are crucial tools for building awareness among our three segments. The unique nature of Facebook allows Glidden to target content specifically at users who are participating in DIY projects; therefore, we have planned an extensive social media campaign across multiple platforms. Currently, Gliddens overall social media following is lower than other brands in the paint category. We will encourage engagement across all social networks to build awareness for the Glidden brand and establish a brand relationship with target audience members. To jumpstart engagement , we have planned contests to encourage the creation of shared media among Gliddens followers on these networks. Objectives To increase Facebook following through targeted ads To increase engagement across all social platforms To drive traffic to the new Glidden website Facebook Strategies Pinterest Strategies Pinterest has the ability to reach the three target segments because 80% of the users are women and 50% have children. The website also can circulate Gliddens content efficiently because 84% of the users are pinning. Glidden can use this social media source as a way to increase awareness and drive purchase behavior because pins with prices receive 36% more repins than those without. Use visual creativity to increase awareness of Glidden paint and drive purchase behavior Create Glidden Pinterest boards Drive users to enter contest through repins YouTube Strategies

Facebooks ad platform allows advanced targeting of users who are already seeking DIY and design content. We will capture Gliddens older target segments as adults 35-54 represent 54% of Facebooks 1 billion users. Link the Facebook page to the contest microsite Drive users to like the page by offering a ebook (24 Ways to Transform Your Room in 24 Hours). The $20 book can be downloaded for a like Post content regularly that emphasizes small DIY projects Promote pop-up events and grand opening parties Instagram Strategies

YouTube videos allow Glidden to capture search engine traffic from users searching for guides on specific DIY projects. These videos will also include step-by-step guides on completing small projects like painting furniture. Create DIY instructional videos to capture DIYers searching for how-to content on YouTube Connect DIY instructional videos to Gliddens website. Subscribers will receive weekly email notifications. Vine Strategies

Instagram visitors have increased by 724% in the past 6 months, and more than 5 million photos are uploaded daily. In order to increase Gliddens awareness in an effective way, Instagram allows the opportunity to use photo collages and hashtag abilities that quickly grab the viewers attention. Use visual interactivity to increase awareness of Glidden Create Glidden collage photos Drive users to like, hashtag and follow Gliddens Instagram account

Vines six second sharable, easy-to-access clips will help capture an audience with an average online attention span of eight seconds and the 20% of web users who abandon long-form videos after the first 10 seconds. Inspire the target audiences to use Glidden paint through short videos Push interaction of an up and coming visual application with the Glidden paint experience Drive users to share their creative paint project using Glidden in the most unique way

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Integrated communications
objectives
To maximize Glidden sales among the three target segments To restore Gliddens once exceptional reputation

promotions
The Colors You Crave Home Makeover Giveaway $200,000 May to September 2014 Create social media buzz with a home makeover contest announced at the Grand Opening Event. Contestants send in a before and after photo of a project painted with Glidden Brilliance to Gliddens Facebook page Announce winner in September Supported by spot radio Red, White and You Fourth of July Painting Demonstrations $24,000 June 28, 2014 Sponsor a July 4th-themed painting demonstration the weekend before the holiday in the largest Walmart in the 12 DMAs. Demonstrate how consumers can accomplish a July 4th-themed painting project developed by Gliddens Colortopia bloggers Sponsor a sampling of summer Walmart food and drink brands to complete the festive atmosphere and increase interest Supported by spot radio Monthly Weekend Workshops $36,000 June to September 2014 Host a painting workshop the third Saturday of each month in 36 stores three largest Walmart stores in the targeted 12 DMAs. Build consideration of Walmart as a viable paint provider having small, indoor painting projects Gliddens Colortopia bloggers and guest Design Star personalities will create the projects and a how-to guide on the Glidden website Gliddens Walmart employees will supervise the events Supported by spot radio

strategies
Use events, promotions and sponsorships in the 12 DMAs to drive the three target segments to the Glidden store-within-a-store at Walmart Use events, promotions and sponsorships to drive the three target segments to the new Glidden social media Use events, promotions and sponsorships that appeal to the three target audience segments

events
The Colors You Crave Grand Opening Event $636,000 Memorial Day Weekend, May 24-26, 2014 The largest Walmart store in the 12 DMAs will host a grand opening pop-up event in its parking lot. Drive involvement giving away Glidden paint products, painting accessories and coupons Generate positive attention giving a tour of the new Glidden kiosk and the Glidden store-within-a-store Create social media buzz and tweets having former HGTV Design Star contestants demonstrate painting projects and techniques and blog about the events Create murals in Walmarts in 11 DMAs giving participants a chance to use Gliddens paint Break the Guinness World Record for Largest Painting Lesson at the Walmart in Dallas, the largest DMA. Mural participants will attempt to break the current record of 879 participants. To create buzz, the mural will be uploaded to YouTube Supported by spot radio and live remote

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INTEGRATED COMMUNICATIONS
public relations
Partnership with United Way and Walmart $200,000, May to September 2014 Donate paint to local chapters of United Way in DMAs participating in disaster relief and affordable homebuilding. Join Walmarts already strong partnership with the United Way Advocate employee volunteering to improve the community

sponsorships
Red, White and You, The Rachel Ray Show $75,000 June 23-27, 2014 Sponsor segment of The Rachel Ray Show that airs the week of the Red, White and You promotion Feature how to improve your backyard and kitchen for July 4th Give paint testers in various shades of red, white and blue to audience

Waste Wise Paint Recycling Program $89,000, May to September 2014 The largest Walmart store in each of the 12 DMAs will have Paint Can TakeBack Center located behind the store where customers can bring used paint and paint cans they no longer want. Develop a partnership with PaintCare, a national non-profit paint product stewardship program that recycles consumer paint and paint cans Give participants who bring in a can a coupon for 5% off their next purchase of Glidden Brilliance, up to 10 cans Show Gliddens eco-friendliness emphasizing reuse, recycling, energy recovery and proper disposal of paint products

Safe Painting 101, The Doctors $75,000 July 2014 Sponsor segment on The Doctors syndicated television show about minimizing the risk of lead paint. Glidden paint representative will discuss the dangers of lead paint and the proper way to minimize or remove the danger. Positions Glidden as a trusted authority on paint Give paint testers to audience

Glidden and Make-A-Wish, May to September 2014 The largest Walmart store in each of the 12 DMAs will carry the limited edition color Make-A-Wish Blue in the iconic silvery-blue of that charity. Rename cobalt blue Make-A-Wish Blue for the campaign Proceeds from the sale of this color given to the charity Glidden University $30,000, May to September 2014 Provide customer service training for managers and employees using Glidden University, a new online program developed by Glidden. Develop mentoring, evaluations and audits of employee performance Create Crave Glidden Color shirts and buttons to supplement Walmart uniforms

Unbelievable Budget, Design Stars $75,000 August 2014 Sponsor a budget-friendly episode of Design Stars. Contestants must design a room with only $30 and a gallon of Glidden Brilliance paint. They must find thrift store or flea market items at low cost and refresh them using Glidden paint. Shows Glidden paint can be fun and functional

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WHICH MEDIA WE P AINT

objectives
Target Audience: To build awareness and consideration for the Glidden paint brand in U.S. Walmart locations among three target segments Media Mix: To implement a media mix that includes digital, magazines, radio, Screenvision, product placement and outdoor Reach and Frequency: To increase reach to 75% with a frequency of 4+ Scheduling and Timing: To enforce a media mix that includes continuous and flighted scheduling from May to September 2014 Budget: To implement a media schedule with a budget of $8 million Geography: To focus on 12 DMAs with high concentrations of Walmarts and DIY shoppers, concentrated in the southern states along with St. Louis, Oklahoma City, Boston and Chicago National Flighted Product Placement: $150,000

strategies
Kick off and heavy up in May 2014; end in September 2014 Use a continuous national base of digital media Flight television product placement nationally Flight additional media in the 12 key DMAs

Because millennials watch about 30 hours of television a week, it remains one of the most effective ways to build brand awareness. Product placement is the only form of advertising that has a diminishing cost due to its longevity. Shows like Fix My Kitchen and Bringing Home Baby not only cater to our target audience but also offer partnerships that help Glidden strengthen its brand recognition. Due to its long-term effects, product placement will help achieve lasting consideration. One episode of each show featuring Glidden paint will air in May, and a second episode will air in September. Spot Flighted Magazine: $2,400,444 (33,772,416 impressions)

National Continuous Digital: $2,457,256 Social media platforms include Facebook, Hulu, Pandora and YouTube, while websites include apartmenttherapy.com and BHG.com. Age, gender and location-based digital media will increase frequency. Google AdWords: $1,000,000 (806,451 impressions) Pay per click using targeted keywords like best value paint or DIY paint Facebook: $800,000 (952,380 clicks) Streaming Video: $660,256 (825,320 impressions) Hulu, Pandora and YouTube Websites (added value) HGTV.com housebeautiful.com thedoctorstv.com BHG.com (Better Homes & Garden) rachelrayshow.com thisoldhouse.com

Gliddens three target segments read DIY magazines, and these five magazines cater to one of them. Magazines retain a high pass-along rate increasing reach and frequency. Run 4C1P advertisements in all five magazines in May, July and September. Make it My Own: Better Homes & Garden$759,570 Family Focused: HGTV Magazine$1.2 million Family Focused: House Beautiful$112,974 Fixer-Uppers: The Family Handyman$172,500 Fixer Uppers: This Old House$158,400 19 19

WHICH MEDIA WE P AINT

Billboards: $668,553 (1321 GRPs) All three of the target segments include active consumers. Though they use different methods of transportation, the targets traverse their communities and see many billboards daily. Using billboards will increase our reach and frequency for the introduction of the campaign. 50 showing in 12 targeted DMAs Flight media in May for kick-off of campaign Radio: $1,639,300 (187 GRPs) Local radio is an excellent medium to reach our target audiences because its affordable, it increases frequency and its copy can support local promotions. On average, people listen to radio for more than 2 hours and 39 minutes every day. A 30-second spot on Adult Contemporary stations in the 12 DMAs will promote Glidden and Walmart pop-up events and workshops. Spots will run in May, June, July, August and September AM/PM drive time Thursday and Friday

Live remote on Saturday Screenvision: $681,447 (110 Units) Because adults 18-29 are twice as likely to go to the movies at least once a month as they are to bars or nightclubs, we believe this medium would be excellent. Run 30-second spots on 2 screens in 4 cinemas in May and July on Fridays and Saturdays in each of the 12 DMAs Run before family-oriented and chick flick movies

media flow chart

Vehicle National Google Adwords Facebook Streaming Video Product Placement Spot Magazine Radio Screenvision Outdoor Billboards Total $2,400,444 $1,639,300 $681,447 $668,553 $8,000,000 $1,000,000 $800,000 $660,256 $150,000 May 2014 June July Aug Sept 2014 Totals

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OUR P AINT WILL STICK

evaluation
Objectives To measure the increase of awareness that Walmart sells paint in its U.S. stores To measure the increase of consideration for Glidden paint brand within U. S. Walmarts

Audience Perception Surveys and focus groups will occur twiceduring and post-campaign to measure the increase in awareness and consideration Google Analytics will measure view levels of engagement and rise in traffic in June and August 2014 to evaluate visits to Gliddens website Nielsen will collect audience data in October 2014 to evaluate listenership of radio spots Facebook and microsite registration will calculate the level of participation at grand opening events, pop-up events, giveaways, workshops, tours and contests weekly June to September 2014 Google Analytics will measure the number of clicks for viewership of Internet advertising twicein May and October 2014 iAds will measure click-throughs of mobile advertising to the appropriate websites in October 2014 Customized functionally in the back-end of the app software will measure the number of projects begun and the number sent the Kiosk in October 2014

Audience Involvement Facebook Insights will be used to assess the increase in engagement number of likes comments and shares generated on Gliddens website weekly starting June 2014 Google Analytics will be used to evaluate the Instagram and Pinterest data weekly from May through October 2014 iTunes and Android market data will calculate of number of app downloads in October 2014

The ads have bright colors you wouldnt normally see on walls. They grab your attention.

Most paint ads focus on the store where the paint is sold. I like that these also focus on the brand.

- make it my own target

- make it my own target

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references
2013 NSAC Case Study: Glidden. Washington D.C.: American Advertising Federation, 2012. Web American Coatings Association. Types of Coatings. N.p., n.d. Web. 15 Sept. 2012, <http://paint.org/about-our-industry/types-of-coatings. html>. Behr. (2012). Press Release. http://behr.com Brumley, James. (2012, Sept. 10). One Home Improvement Industry Doesnt Need, Consumer Reports. (2012, March). Interior paints. http:// consumerreports.com. Glidden. (2012). About Glidden. http://glidden.com. Grant, Allison. (2009, April 16). Sherwin-Williams profits slump with housing market http://blog.cleveland.com/business/2009/04/ sherwinwilliams_profits_slump.html. Home Channel News. (2008) Fresh paint statistics. http://www.homechannelnews.com/article/fresh-paint-statistics Hoovers Company Records for Ace Hardware. http://www.lexisnexis.com.ezproxy.memphis.edu/hottopics/lnacademic/? Hoovers Company Records for Akzo Nobel. http://www.lexisnexis.com.ezproxy.memphis.edu/hottopics/lnacademic/? Hoovers Company Records for Behr. (2012, September 11). http://www.lexisnexis.com.ezproxy.memphis.edu/hottopics/lnacademic/? Hoovers Company Records for Benjamin Moore. (2012, September 11). http://www.lexisnexis.com.ezproxy.memphis.edu/hottopics/ lnacademic/? Hoovers Company Records for PPG Industries. (2012, September 11). http://www.lexisnexis.com.ezproxy.memphis.edu/hottopics/ lnacademic/? Hoovers Company Records for Target. (2012, September 11). http://www.lexisnexis.com.ezproxy.memphis.edu/hottopics/lnacademic/? Hoovers company Records for Valspar. (2012, September 11). http://www.lexisnexis.com.ezproxy.memphis.edu/hottopics/lnacademic/? Hoovers Company Records for Walmart. (2012, September 11). http://www.lexisnexis.com.ezproxy.memphis.edu/hottopics/lnacademic/? http://247wallst.com/2011/05/20/the-ten-states-where-walmart-is-everywhere/3/ http://corp.visiblemeasures.com/news-and-events/blog/bid/14410/Benchmarking-Viewer-Abandonment-in-Online-Video http://mycolortopia.com/blog/ http://www.acehardware.net/estimate/ http://www.bankrate.com/finance/celebrity-money/rent-celebrity.aspx http://www.fundinguniverse.com/company-histories/the-glidden-company-history/ http://www.jobstock.com/blog/social-media-statistics-2013/) http://www.statisticbrain.com/attention-span-statistics/ http://www.tentnology.com/ http://www.thedailygreen.com/green-homes/latest/paint-disposal-options http://www.unitedway.org/our-work/income/ https://snapintospring.com/ Huffington Posts 100 Fascinating Social Media Statistics and Figures From 2012 by Brian Honigman-http://istrat.gy/huffpo100) Ibis. Paint Industry. http://www.ibisworld.com/industry/home.aspx, 2012 Olympic Store Locator. Olympic. Olympic Paint, n.d. Web. 16 Sept. 2012, <http://www.olympic.com/store-locator>. Parker, Karen. Global Top 10. Paint & Coatings Industry July 2012: 28+. Business Insights Essentials. Web. 15 Sep. 2012. Sherwin-williams.com. Sherwin-williams.com Site Info. Alexa, n.d. Web. 19 Sept. 2012, <http://www.alexa.com/siteinfo/sherwin-williams. com>. Strong Housing Market. http://investorplace.com/2012/09/paint-stocks-dont-need-a-strong-housing-market-shw-val-ppg/ The New York Times. (2012) Home Depot HD. http://topics.nytimes.com/top/news/business/companies/home_depot_inc/index.html. Valspar. (2012). Valspar Paint. http://www.valsparpaint.com/en/index.html. Wal-Mart sales and earnings rise-Aug. 16, 2012 CNNMoney-Business, financial and personal finance news. N.p., n.d. Web. 11 Dec. 2012, <http://money.cnn.com/2012/08/16/news/companies/walmart-earnings/index.html>. Walmart Corporate-Locations. Walmart CorporateWe save people money so they can live better. N.p., n.d. Web. 13 Nov. 2012, <http:// corporate.walmart.com/our-story/locations>. Walmart. (2012). Walmart Moms Report. http://walmart.com. Walmart.com: Paint & Home Decor. Walmart.com. Walmart, n.d. Web. 15 Sept. 2012, <http://www.walmart.com/cp/Painting/1067617>. Worlds Top Ten Paint Companies. (2012). http://www.wpcia.org/News/2011report.html Wright, Tim. Top Companies Report. Coatings World July 2012: 40+. Business Insights Essentials. Web. 15 Sep. 2012.

emerge advertising
Creative Evan Lewis Amanda Mitchell Digital & Social Media David Caffey Heather Harshbarger Integrated Communications Andrea Cranford Cherelle Reed Derek Smith Media John Stevenson Sam Lin Zoheb Rupani Evaluation Zachary Pettis Nick Russell Graduate Assistant Rachel Wilhite Team Adviser Sandra H. Utt, Ph.D.

Media
Ad-ology. (2012). http://www.ad-ology.com/pro/index.cfm Experian Simmons. (2012). https://oneview.experian.com/ Media Flight Plan. (2012) http://mediaflightplan.com SRDS. (2012). http://next.srds.com/nmp/