Buckets of Content

Executive Summary Our objective is to increase awareness and consideration for the Glidden Brilliance and Better Homes & Gardens paint lines sold exclusively at Walmart. We were allocated a $10 million budget focusing on digital media during May-September 2014. The three target markets consist of 1) Millennials, young women who have recently graduated from college; 2) young families who have started a family and ranges from their late twenties to late thirties; and 3) Baby Boomers who are couples in transition after their grown children have moved out. Through research, the Simmons College team discovered that what makes each of the target groups respond and relate to the advertisements is different from one another. So we sought to find another area of common ground and thus we formulated the idea of life transitions, incorporated into our tagline, “Glidden grows with you.” We took the concept of literal growth and applied it to our motion graphics and radio spots with scripts that emphasized the passage of time and the consistency, reliability, and availability of Glidden paint at various life stages. The challenge presented to us was informing our consumers that Glidden paint was being sold in Walmart. We wanted to ensure that consumers were aware that Glidden Brilliance and Better Homes and Gardens were available exclusively at Walmart Stores. Our mobile application is also developed with Walmart customers in mind. We wanted to do more than just tell potential customers that choosing Glidden paint was not a convenience as it was available at Walmart; we wanted to show Glidden can provide a different room, with a different style.

“Glidden paint helped us make our new house feel like a home.” -Consumer, Viewpoints.com, 2011

1

Big Selling Idea

This ad campaign aims to persuade customers to find their inspiration by purchasing the Glidden brand at Walmart, touching upon most of the following themes: Quality (long lasting, reliability, dependable brand)

Simple Color Selection (chips, complementary

chips, limited colors, color consultant) Convenience (located in Walmart-one stop shopping,

2 –n-1 primer, time saver) Affordability (within budget, moderately priced)

Target Reach

The target for Glidden ad campaigns is to reach three different DIY customer segments. These segments are: Millennial Women The Young Family Baby Boomers

Campaign Tagline

“Glidden grows with you.”

This tagline will have the ability to appeal to all members of our target audience as growth is something that happens to everyone. Our tagline aims to show Glidden will grow with the consumer delivering the promise that Glidden’s product will be there with the consumer no matter in what stage of life they may be in. Furthermore, our shorter tagline with alliteration would be simple and catchy for those exposed to our marketing.

Campaign Objectives

The goals of this campaign are: Build awareness for Glidden paint in Walmart

stores across the U.S. Raise customer awareness and consideration for

Glidden paint sold at Walmart Market to three different DIY customer segments to

visit the paint department at Walmart stores using various marketing platforms

The Challenge

2

The Facts

Walmart owns 9% of the $8 billion USA home paint market, which has been trending upward Walmart’s share is $720 million Color Place (Walmart brand) has 60% or $432 million Glidden’s two lines in Walmart has 40% or $288 million 38% estimated gross margin and 14% estimated net margin before taxes

The Challenge

3

Increase awareness, consideration, and sales for the Glidden

Brilliance and Better Homes & Gardens lines in Walmart The goal is to increase Glidden market share to 50% or $360

million, a $72 million increase in sales This would provide an approximate increase in gross profit of

over $17 million net of the $10 million promotional budget

The Goals

Statistics & Findings The Challenge

Source: J.D. Power and Associates 2012 Interior Paint Satisfaction Study

4

Statistics & Findings

Afforda-bility

Simple Color

Selection

Overall Project

Convenience

Professional Assistance

Consumer

Report Score

(Quality)

Total Target

Audience Appeal

Glidden Better

Homes & Gardens

4

5

5

4

3

21

Glidden

Brilliance Collection

2

5

5

4

4

20

Color Place

5

2

5

2

2

16

Olympic

3

1

4

4

5

17

Competitive Brand Analysis

This table illustrates the comparison between four paint brands sold in Walmart stores and in specialty home improvement stores. Each paint brand is evaluated on a five point scale by affordability, simple color selection, professional assistance (face-to-face; tools provided with packaging; promotional materials), overall project convenience, and overall consumer report scores based on tests of durability. This table shows which of the four brands has a higher target audience appeal based on the criteria listed.

May

June

July

August

September

Awareness

67%

69%

72%

74%

77%

Consideration

25%

28%

32%

Brand Awareness and Consideration Goal Schedule

Using our new “Glidden grows with you” campaign, we hope to create 25% more in sales by increasing awareness of our presence in Walmart stores. The figures on the left represent an increase over current percentages. Our schedule is based on the specified timeline of the campaign, which coincides with the largest paint season of May through October. Promoting Glidden through social media is crucial in generating meaningful ads and helps maintain the number of times Glidden’s logo is seen by our target audiences. Throughout these months, we will lead new customers toward our new online tools, and increase store promotion to generate more store visits and increase the number

The Challenge

5

Target Reach

Millennial Women: 18-24

Moderate income Caucasian Education: College Educated Tend to be more impatient and need an immediate response Enjoy creativity, décor, and painting Eager, experimental Strong Social Media Presence Less experienced with paint, low confidence

Population: 16 million

The Young Family: 25-44

Moderate income Hispanic, Asian, African American, Some Caucasian Education: High School Graduate Family Focused Existing Walmart Shoppers Enjoys painting Less experienced, low confidence Population: 14 million

Baby Boomers: 45-54

Higher income Caucasian Homeowner Does not enjoy painting Perfectionist More experienced, higher confidence Population: 27 million

The Challenge

6

Magazines, Email, Banners

Magazine Advertisements

The three magazine advertisements will be featured on the digital version of Better Homes and Gardens magazine. Each magazine ad is targeted toward the three different DIY segments: the Millennial woman, the young family, and the Baby Boomers. All the ads reinforce the idea that Glidden will be there through every life transition a customer experiences and continue to meet their painting needs.

7

Email Communications

Emails will be sent out to customers to inform them about Glidden promotions and reinforce Glidden’s presence in consumers’ minds. The three emails above feature our “Glidden Goes Greek” event to promote nationwide participation. The second email gets customer inspired and enthusiastic about renovating their house, while the third email promotes the Glidden mobile app, which allows customers to plan their next project, make paint color selections, and order paint directly from a retailer.

Magazines, Email, Banners

8

Banners

Our banners will be featured on general websites, particularly DIY home renovation websites. These banners will serve as a general ad promoting the Glidden brand and its line at Walmart stores. The two banners to the left are our magazine advertisements and these banners will be distributed widely online to capture the attention of consumers who are not looking at home remodeling magazines or websites. We focused on these two banners because these two customer segments, Millennial women and young families, are more likely to be spending time on the Internet than the Baby Boomer segment. The above banner is our social media banner and will used on Facebook, Twitter, etc., promoting the Brilliance and Better Homes and Gardens line.

Magazines, Email, Banners

9

Facebook

The new Facebook page, managed by a social media manager in charge of all of Glidden’s social media platforms, will respond to all consumer communications in a timely and conversation-like way. The new Facebook page will also feature daily, sometimes twice daily posts including posts on the weekends. Through the use of Facebook Insights, the social media manager can easily monitor the reach and see which posts go viral. The Facebook page will also be a secondary home base of information for consumers in regards to the public relations events and contests that are the basis of the campaign. Events will be created on the Facebook page for each of the two occasions and invitations will be sent out to followers of Glidden.

Twitter

The new Twitter account will feature weekly reminder tweets about the events that Glidden is sponsoring during the campaign. Hash tags about Glidden-sponsored

events will be used to help promote the events across the country and engage customers to interact with Glidden through Twitter. In addition, this new Twitter account has a revamped design and content on the page.

Social Media

Pinterest

The new Glidden Pinterest will feature boards with varied content rather than just pictures of different rooms. The page will feature inspirational images of interior design as well as the content described in our daily social media schedule, with each day having its own specific board on the Pinterest account. This page will also take advantage of the use of hash tags to make content more easily searchable, something that is not currently being utilized. The strategy will be to create and share content that will be re-pinned by others and grow Glidden’s following on the site.

10

Social Media Daily Calendar

The social media daily calendar shows what type of content the social media manager will post. The social media manager can plan posts in advance and ensure that a variety of content type is being used. Posts can be pre-scheduled through a free application such as Tweet Deck, to ensure a streamlined process and avoid dropping off of consumers’ radar.

Social Media

11

Social Media Monthly Calendar

Social Media

Our social media monthly calendar provides a monthly glance of what events will be happening during the campaign months. This calendar will outline what needs to be posted on social media on which day. This also helps the social media manager and PR department coordinate and promote the event to the public.

Social Media Calendar

September 2014

Sun. Mon. Tue. Wed. Thu. Fri. Sat.

1 2 3 4 5 6

#GliddenGoesGreek competition begins

Create #GliddenGoesGreek Facebook event

Create #GliddenGoesGreek Pinterest board

7 8 9 10 11 12 13

Weekly #GliddenGoesGreek tweets

14 15 16 17 18 19 20

Blog post on halfway mark of #GliddenGoesGreek competition

Weekly #GliddenGoesGreek tweets

21 22 23 24 25 26 27

#GliddenGoesGreek 10 Day Countdown Facebook & Twitter posts

#GliddenGoesGreek 5 Day Countdown Facebook & Twitter posts

28 29 30

Last call for #GliddenGoesGreek submissions

#GliddenGoesGreek competition ends

no

tes

Social Media Calendar

October 2014

Sun. Mon. Tue. Wed. Thu. Fri. Sat.

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18 Announcement of

#GliddenGoesGreek winners

19 20 21 22 23 24 25 Blog post on

#GliddenGoesGreek results*

26 27 28 29 30 31

no

tes

*10/20 – Specifically, who the winners were & which charities were chosen for donations

12

Glidden Blog

Social Media

The new Glidden blog will be tailored to both genders and all

three target markets of the campaign. A new blog post will

come out once a week and will be shared across all of Glid-

den’s social media platforms.

Topics for the blog will range from contemporary links to

events going on in the social sphere to introductions and up-

dates on any events or competitions1 that Glidden is currently

running. The strategy for the blog is to make it engaging and

conversational.

In addition to posting the blog on Glidden’s social media

platforms, the social media manager will seek out additional

places where the blog can be shared, such as websites, other

blogs, and people on Twitter talking about something related

to the topic of that week’s blog.

13

Glidden Mobile Application, Tumblr, Instagram, YouTube

The mobile application, Tumblr, Instragram, and YouTube channels serve to help the other facets of the ad campaign better accomplish its goals. The mobile application is the go-to item for consumers who have been encour-aged by advertising and promotions to find on their own what they need to buy, where to buy, and how they can use it. Tumblr and Instragram provide beautiful images of interior design to inspire con-sumers about how wonderful painting their home would be and the kinds of ap-pealing color options that Glidden offers. YouTube provides “how to” video tutori-als that will help Glidden consumers have an easier experience working with Glidden paint.

Mobile Apps

14

Millennial Woman TV Spot: :30 Seconds

VIDEO: WS OF GIRL COMPLETING JOB INTERVIEW AUDIO: ANNCR (VO, FEMALE EXCITEDLY): “…landed yourself your dream job…”

The Millennial Woman TV spot features a recent college graduate, getting a new job and moving into her new apartment. As she goes through this new stage in her life, Glidden is there to help with the transition by renovating her apartment and making it her own.

VIDEO: OPEN ON MS OF MILLENNIAL GIRL RECEIVING HER DIPLOMA SFX: BACK-GROUND MUSIC: “Mushaboom” ANNCR (VO,

FEMALE EXCITEDLY STATING): “You just graduated…”

VIDEO: WS OF DULLY PAINTED EMPTY APARTMENT AUDIO: ANNCR (VO, FEMALE EXCITEDLY): “…and signed the lease for your

first apartment.”

VIDEO: MS OF FRESHLY PAINTED LIVING ROOM AUDIO: ANNCR (VO, FEMALE HAPPLILY): “Give your walls a Glidden upgrade …”

VIDEO: MS OF PURPLE BEDROOM AUDIO: ANNCR (VO, FEMALE CONFIDENT): “…or two…”

VIDEO: MS OF RED KITCHEN AUDIO: ANNCR (VO, FEMALE CONFIDENT): “…or three.”

VIDEO: FADE TO BLACK BACKGROUND AND WHITE TEXT

AUDIO：ANNCR (VO, FEMALE

CONFIDENT) “Wherever you are in life, you can count on Glidden

VIDEO: FADE TO BLACK BACKGROUND AND WHITE TEXT AUDIO: ANNCR (VO, FEMALE CONFIDENT) “…because Glidden grows with you.”

VIDEO: CUT TO GLIDDEN LOGO & WALMART LOGO SFX: BACK-GROUND MUSIC FADES OUT AUDIO: ANNCR (VO, FEMALE PROUD): “Available at Walmart.”

1 2 3 4

5 6 7 8

9

15

Television

Young Family TV Spot: :30 Seconds

The Young Family TV spot features a young family with their kids growing up. This transition will bring about changes inside the home, from redecorating a nursery to giving their house a refreshed look to accommodate their expanding family. Glidden will be there to help make those memories.

VIDEO: OPEN ON WS OF RED LIVING ROOM SFX: BACK-GROUND MUSIC: “We’re going to be friends” AUDIO: ANNCR (VO, FEMALE THOUGHTFUL): “We all have special spots in the home that hold memories...”

VIDEO: CUT TO WS OF BROWN LIVING ROOM AUDIO: ANNCR (VO, FEMALE THOUGHTFUL) “…long after your kids outgrow them.”

VIDEO: CUT TO MS OF BABY TALKING TO MOM AUDIO: ANNCR (VO, FEMALE THOUGHTFUL): “Blue was the color of their first words.”

VIDEO: MS OF BABY WALKING IN GREEN ROOM AUDIO: ANNCR (VO, FEMALE THOUGHTFUL): “Green, the color of their first steps.”

VIDEO: CUT TO WS OF BABY GROWN UP IN YELLOW LIVING ROOM HOLDING A BABY SIB-LING AUDIO: ANNCR (VO, FE-MALE HAPPILY): “With Glidden, each moment can have its own color.”

VIDEO: FADE TO BLACK BACK-GROUND AND WHITE TEXT AU-

DIO：ANNCR (VO, FEMALE

CONFIDENT) “Wherever you are in life, you can count on Glidden paint….”

VIDEO: FADE TO BLACK BACK-GROUND AND WHITE TEXT AUDIO: ANNCR (VO, FEMALE CONFIDENT) “…because Glidden grows with you.”

VIDEO: CUT TO GLIDDEN LOGO & WALMART LOGO SFX: BACK-GROUND MUSIC FADES OUT AUDIO: ANNCR (VO, FEMALE PROUD): “Available at Walmart.”

1 2 3 4

5 6 7 8

16

Television

Baby Boomers TV Spot: :30 Seconds

The Baby Boomers are going through a different kind of transition in their life: they are beginning to transition to a quiet life, bringing the focus back to them. With the kids moved out of the house, the Baby Boomers are looking to transform their empty nest to a home that meets their needs and preferences.

VIDEO: CUT TO WS OF OLDER COU-PLE STARING THOUGHTFULLY AT THE CAMERA. SFX: BACKGROUND MUSIC “Home” AUDIO: ANNCR (VO, FEMALE THOUGHTFUL): “We all grow up and before you know it, your children will grow up and leave home.”

1 2 3 4 VIDEO: CUT TO MS OF EMPTY, DULLY PAINTED ROOM WITH TEDDY BEAR IN FOREFRONT. AUDIO: ANNCR (VO, FEMALE CONVINCINGLY) “But that doesn’t meant their old room has to stay empty.”

VIDEO: CUT TO WS OF FRESHLY PAINTED MAN CAVE WITH TEDDY BEAR IN BACKGROUND AUDIO: ANNCR (VO, FEMALE CONVINCINGLY) “No matter what color paint you choose, choose Glidden for dad’s new man cave…”

VIDEO: CUT TO MS OF FRESHLY PAINTED CRAFT ROOM WITH TEDDY BEAR IN BACKGROUND AUDIO: ANNCR (VO, EXCITED) “…mom’s new craft room…”

VIDEO: CUT TO WS OF FRESHLY PAINTED GUEST BEDROOM WITH TEDDY BEAR RESTING ON BED. AUDIO: ANNCR (VO, FEMALE EX-CITED) “Or even a guest room for family visits.”

5 6 7 8 VIDEO: CUT WS OLDER COUPLE WELCOMING SON HOME.

VIDEO: FADE TO BLACK BACK-

GROUND AND WHITE TEXT AUDIO：ANNCR (VO, FEMALE CONFIDENT) “Wherever you are in life, you can count on Glidden paint….”

VIDEO: FADE TO BLACK BACKGROUND AND WHITE TEXT AUDIO: ANNCR (VO, FEMALE CONFIDENT) “…because Glidden grows with you.”

VIDEO: CUT TO GLIDDEN LOGO & WALMART LOGO SFX: BACKGROUND MUSIC FADES OUT AUDIO: ANNCR (VO, FEMALE PROUD): “Available at Walmart.”

9

Television

17

Radio Spot: :30 Seconds

Millennial Women: SFX: EDITED VERSION OF ‘MUSHABOOM’ BY FEIST BEGINS TO PLAY THEN FADES UNDER

WOMAN (excitedly): You just graduated, landed yourself your dream job, and signed the lease for your first apartment. WOMAN (happily): Make this new phase of your life look the way you want it to. Give your walls a Glidden upgrade or two—or three. WOMAN (confident): You have the power to repaint your walls as many times as you want to reflect your growth throughout your life. WOMAN (confident): Wherever you are in life you can count on Glidden paint, because Glidden grows with you. WOMAN (proud): Available at Walmart.

The Young Family： SFX: EDITED VERSION OF ‘WE’RE GOING TO BE FRIENDS’ BY THE WHITE STRIPES

BEGINS TO PLAY THEN FADES UNDER

WOMAN (thoughtful): Kids quickly outgrow things, whether it’s their toys, height, or favorite color. They can sometimes be tough to keep up with, but Glidden is here to help make things simpler. No matter how many favorite colors they go through, you can always count on the quality and simpler color selection Glidden has to offer. WOMAN (encouraging): So go ahead, make it a project for the whole family. WOMAN (confident): Wherever you are in life you can count on Glidden paint, because Glidden grows with you. WOMAN (proud): Available at Walmart. SFX: EDITED VERSION OF ‘WE’RE GOING TO BE FRIENDS’ BY THE WHITE STRIPES

BEGINS TO FADE OUT

Baby Boomers:

SFX: EDITED VERSION OF ‘HOME’ BY PHILLIP PHILLIPS BEGINS TO PLAY THEN

FADES UNDER

WOMAN (thoughtful): We all grow up and before you know it, your children will grow up and leave home. WOMAN (convincing): But that doesn’t mean their old room has to stay empty. WOMAN (excited): No matter what color paint your choose, Glidden is there for dad’s new man cave, mom’s new craft room, or even a guest room for family visits. Glidden will be there to help you transform that room into more than just an empty nest. WOMAN (confident): Wherever you are in life you can count on Glidden paint, because Glidden grows with you. WOMAN (proud): Available at Walmart. SFX: EDITED VERSION OF ‘HOME’ BY PHILLIP PHILLIPS BEGINS TO FADE OUT

Radio

Each :30 radio spot will play on a station where each target segment is likely to be a listener. Having the radio spots play on Pandora will generate more awareness for Glidden at Walmart in that during commercial times, listeners are exposed to the full commercial spot and are not able to skip the ad or change the station during these times.

18

Glidden Goes Greek

Glidden will hold an online contest for fraternities and sororities across America, targeting some 250,000 student members. Chapter houses will compete by submitting videos to win a paint makeover, cash prizes, and charity donations. In total, $10,000 will be donated to assorted charities chosen by the winning sororities and fraternities. Participation in the event will increase brand awareness because the winners are decided by the number of Facebook “likes” their videos received. By targeting chapter houses, awareness of the Glidden brand will increase as Segment One is forming brand preferences and will subsequently reach a larger share of this Millennial segment through a vast network of Greek alumni.

Shades of America

Through our “Glidden grow with you” theme, the aim is for Glidden to connect with its consumers. This event will bring all the generations together to show growth and the importance of leaving their mark. Through this event, Glidden will show their products are affordable, are of great quality, and easy to use. Participants will have the opportunity to make a difference by helping to rebuild a home through donations, in a promotion to benefit Habitat for Humanity. The Shades of America event will happen in-store at U.S. Super Walmart locations, with the intention of increasing awareness of the Glidden brand while emphasizing the company’s commitment to social corporate responsibility.

PR Events

19

Media Management

The $10 million budget allowed for this campaign will result in 534 million total gross impressions in all our target markets and our consumers will be exposed to our messages approximately 10 times. Our CPM is $18.73.

20

Credits

Evaluation

Media Management Emina Zahirovic-Director Etab Alshathri Hannah Berroa Magazine, Emails, Banners Layout Team Samantha Murray-Director Jenny Ku Tatia Sikharulidze

Social Media Team Mercedez Lemieux-Director Etab Alshathri Tatia Sikharulidze Motion Graphics Team: TV & Radio Clare Pak-Director Nicole Baillargeon Bailey Kiley Lauren Lane

Mobile Apps Team Samantha Murray-Director Marwa Salem PR Team Hannah Berroa-Director Jessenia Landrum Marwa Salem

Faculty Advisors Dr. Ed Vieira Dr. Richard Cravatts Special thanks to: Cathy Minehan, Dean, Simmons School of Management Deborah Marlino, Associate Dean, Simmons School of Management Mary Dutkiewicz, Associate Dean, Simmons School of Management

Plans Book & Design Team Jenny Ku-Director Samantha Murray

To measure the success of “Glidden grows with you” campaign, there will be several indicators of how effective our messages were to each target market. Our objectives are to increase brand awareness and consideration of Glidden at Walmart and launch various marketing platforms that resonate with and engage the target market segments. Methods to evaluate customer reaction to campaign will focus on offline and online tracking studies that monitor the following:

What customers tell Glidden What customers tell other (potential) customers about Glidden What customers show others about Glidden