EmersonAAF Glidden Book Final

7/30/2019 EmersonAAF Glidden Book Final

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TABLE OF CONTENTS

EXECUTIVE SUMMARY 1

SITUATION ANALYSIS 2-3

RESEARCH 4

KEY INSIGHTS 5

TARGETING 6

CREATIVE BRIEF 7

MEDIA STRATEGY 8

CREATIVE/MEDIA 9-17

HUB USER EXPERIENCE 18

MEDIA CALENDAR/BUDGET 19

home |hm|noun

1 the place where one lives permanently, esp. as amember of a family or household the family or social unit occupying such a place a house or an apartment considered as a commercialproperty

a place where something ourishes, is most typicallyfound, or from which it originates informal a place where an object is kept. (NewOxford American Dictionary)

While a dictionary can provide you with a literal andcomprehensive de nition of home, it can not captureand re ect the true emotional meaning of home.

How do you de ne home?What does home mean to you?How do you experience home?How does the meaning of home change over time?Where do you nd the you in home?

EVALUATION & METRICS 20


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Executive Summary

The do-it-yourself home improvement landscape represents an industry that is quickly gaining momentum.This growth represents an opportunity for Walmart and Glidden to tap into a market with expandingpotential. Currently, only 66% of DIY consumers are aware of the fact that Walmart actually sells paint,while approximately 90% of DIY consumers are aware that home improvement centers sell paint. With thiscampaign, Glidden Brilliance strives to close this gap and build awareness around the fact that Walmart sellspaint at all 3,500 stores across the United States. (Glidden Case Study)

We worked to gain deeper insights into the Walmart customers paint shopping experience. We mapped outthe different motivations for home improvement projects which described how to drive these consumersto consider the paint department as a destination for DIY projects. Through multiple research methods, weuncovered the subconscious motivation that fuels consumers to shop for paint. Being a category saturatedwith consistently shallow messaging concerning product features, we discovered a compelling point ofdifferentiation that will resonate with broad audiences. Our key insights uncovered the strong emotionalconnection between painting and the translation of your style and who you are into your space. Thetransformation of your house into your home is central to every painting or home improvement project.

Our campaign will reach and engage with DIY consumers on a variety of media channels, directed speci callyat each segments media consumption habits and behavior. Through our dynamic and integrated strategy,we aim to reposition Walmart as a purveyor of paint, while at the same time, increasing consideration ratesfor purchasing Glidden Brilliance at Walmart.

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Since its founding in 1875, Glidden has contributed several innovations to the paint industry, including the rst latex-based paint in the 1940sand the rst environmentally friendly paint (low VOC) in the 1990s. However, in the beginning of the new millennium, Glidden began to loserelevance among consumers, threatening its position as the most widely distributed paint brand in the United States. Glidden experienced a

40% drop in market share between 2003 and 2008, losing ground to more in-demand brands such as Benjamin Moore, Behr, Valspar, andSherwin Williams.

Glidden renewed its commitment to consumers in 2009, grounding their rebranding on the principle of simplicity through product redesign,collateral material, color simpli cation, and paint aides. These modi cations instilled con dence and inspiration in consumers, motivatingthem to tackle home improvement projects. Proving that Glidden really does get you going, the brand took even bolder strides in 2010 byproducing a line of paints exclusively for Walmart called Glidden Brilliance. This replaced Sherwin Williams Dutch Boy brand paint which,combined with ColorPlace, sold 22 million gallons of paint annually.

Through secondary research, we learned more about the home improvement shopping process and the paint selection process. As a whole,the paint category has a considerable lack of brand loyalty. Only 30% of consumers credit their experience with a paint product as a reasonfor selecting that brand again. However, home improvement specialty stores, like Home Depot and Lowes, have dominated paint sales withinthe market. Exclusive partnerships between paint brands and home improvement distributors, have been the stronghold of this success.Partnershipss, like the one between Behr and Home Depot, have taken advantage of quality customer service matched by quality paint tocreate a positive brand experience among customers. (JD Power & Associates) The paint market is dominated by product trends including2-in-1 paint and primer combinations and low-VOC paints. All paint brands offer these product varieties to cater to consumers utilitarianneeds. However, these trends fail to create a lasting connection with users.

The partnership between Glidden and Walmart has not proven to be the lucrative endeavor that Glidden originally envisioned. Walmarts 140million visitors a week gives Glidden a large potential consumer base, however, inconsistencies in customer service and product displays haveprevented consumer interaction. By improving these sectors and capitalizing on the connectivity between Walmarts paint and home decordepartments, Glidden can close the perceptual gap, convincing consumers that Walmart is a go-to home improvement and design center.

In reaction to the continuing economic recession, the do-it-yourself (DIY) trend has experienced a rise in popularity. As Americans becomemore budget-conscious, they have turned to DIY tools to complete home improvement projects. The DIY Paint Market generated $9 billionin sales in 2012, enjoying an overall increase of 10.27% from 2010. (Global Industry Analysts)

Glidden has the opportunity to capitalize on the growing DIY trend by highlighting its simpler approach to the painting and shoppingprocesses.

(Glidden Case Study, JD Power and Associates, Forbes, Consumer Goods Technology)

Situation Analysis


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Situation Analysis

The paint industry is currently enamored with color. Pantone Color Trends dominate the marketing efforts of Gliddens primarycompetitors: Behr, Sherwin Williams, Valspar, and Benjamin Moore. A focus on color fails to express the emotional experience of

painting and rede ning ones home.

U.S. DIY Paint Market = $9 billion (45% of the total U.S. paint market)DIY Market Leaders:

Specialty, Design, & Hardware Stores: 36% or $3.25 billionHome Depot: 39% or $3.50 billionLowes: 20% or $1.80 billionWalmart: 5% or $450 million

(Glidden Case Study, Home Depot Annual Report 2012, Lowes Annual Report 2012)


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19 3 FocusGroups

SurveyResponses

Man-on-StreetInterviews

In-DepthInterviews

METHODOLOGY

Research Overview

We set out to fully understand the target consumers cultural makeup, purchasingpower, and approach to inspiration, and their experiences with home improvement,life transformation, and the painting & shopping processes. The DIY market becamecrucial to the research because it is where the majority of Walmart shoppers exist.

We explored research from a variety of secondary sources, including industry reports,news outlets, and generational segment reports, and used the aforementionedinsights to conduct a questionnaire and a series of in-depth interviews to gain a fullerunderstanding of the DIY landscape.

We also conducted three focus groups that followed Clotaire Rapailles method ofuncovering the subconscious code for speci c products. Upon analyzing the results,we determined that the code for paint was self-establishment.

Our primary and secondary research analyses also uncovered that consumers

place high value on their living space, and that creating a sense of home was ofhigh importance despite their living circumstances (i,e, renting or owning ahouse). Transforming a living space into a home held the greatest potency amongrespondents.

We also conducted a series of man-on-the-street interviews where we asked ourrespondents to ll in the statement, Home is... The key insight for this research tacticrevealed how respondents understood that home was a universal emotional concept.They de ned home in their own way, steeping with memories and unique experiences,and projecting a vivid image of the DIY landscape. Ultimately, our insights presentedan opportunity for Glidden Brilliances to help consumers rede ne their home.

Customers are inspired to breathe new life into a static room. Mark, Walmart Employee, Bellingham, MA

What do consumers look for in a paint brand?What does the process of painting mean to our target?What unites the segments and makes them distinct from other Walmart shoppers?What does DIY mean to the segments?

Understanding that color dominates the current paint market, we wanted to gureout what the most important factor in selecting a paint brand is for shoppers. Inaddition to this, with DIY as a rising trend, we wanted to explore what inspires

consumers to engage in projects of their own.


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Case Study Our Survey

23%

63%

18-29 30-49 50+11%

22%

33%

1%

33%

0%

37%

46%

7%

10%

11%

20%

47%

16%

6%

Sense of Accomplishment

Save Money

Competence & Previous Experience

Control and Personalization

Enjoyment

Why do you DIY? Primers are most likely to DIY out of enjoyment while Base Coats try to save money. Sealants reasoncompetence and previous experience as the biggest reason to DIY.

Would you consider buying paint at Walmart? Oursurveys show that t heres an opportunity to grow40% in consideration among DIYers.

Key Insights

25%

50%

75%

100%

18-29 30-49 50+

Price Color Ease Durability

What do you look for in paint? While Primersand Base Coats care most about price and colorselection, Sealants view durability and ease of useas most important bene ts.


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Targeting

As Glidden transforms its brand identity, it seeks to connect with a consumer base that is also in the midst of growthand transformation. Gliddens consumers are experiencing rede ning changes in their home space -- from moving into

their rst apartment, to starting a family, to reclaiming their homes as empty-nesters. This pivotal period of transitionencourages the Glidden consumer to take on DIY home improvement projects. Consumers begin to de ne their spacewith these projects, allowing them to create an entirely self-re ective home.

PRIMERS (24.3MM) "Who am I?"

Primers consist of 18-29 year-oldfemale millennial renters. They are mostlikely moving into their rst place anddeveloping an independent physicaland mental space for the rst time. Thissegment is driven by a desire to be self-expressive. As novice DIYers, they fearfailure in home improvement projects,but are also the most adaptive of thesegments. Primers pursue DIY projectsas an outlet to seek new challenges andexciting experiences.81% are alwaysexpressing themselves in different ways.

6 69% will not let anything stop themfrom getting what they want

6 62% value their living space within astructure

6 33% do-it-themselves for hedonicreasons of self-ful llment and joy

6 2x as likely to engage digital sources& social media while pursuing andcompleting DIY project

BASECOATS (41.9MM) "Who are we?"

Basecoats are 30-49 year olds starting afamily. They are transitioning from self-centered endeavors to sel ess living asthey focus on the family unit. Basecoatsare extremely budget-consciousand concerned with creating a safeenvironment for their new family. Mothersare the primary decision-makers for theirhouseholds, as they are most con dent incompleting home projects independently.

6 80% of household spending iscontrolled by female head-of-house.

6 54% of female respondents havetackled a painting project within thepast year.

6 42.9% pursue DIY to save money. 6 38.1% cite competence and experience

as motivators for DIY.

SEALANTS (29.5MM) "How do we get back to us?"

Sealants are the most con dent andsettled out of the three segments in theirpersonal identity and space. Primarilyover the age of 50, sealants are seasonedDIYers and are con dent in their personalstyle. This segment has shifted their focusfrom family to legacy, motivating themto create a space that is a cradle fortheir family to return toa place for truecomfort.

6 94% have been involved in homepainting projects.

6 75% believe passing down familyvalues & life lessons is more importantthan nancial legacy.

6 86% say that family stories areimportant for keeping family history &memories alive.

Home is a place I keep coming back to.It can exist in many places. Jessie, New York

Home is where the people you loveare. Leah, Kansas

My concept of home has changed withtime...Home is comfort, relaxation, and

peacefulness - home is good dinnersand family. Home is where I want to be. Timothy, New York

(MTV Millennial Edge Study, ERA Real Estate, McMahon &Tate Home

Improvement Survey, Mintel)

(Forbes, Style at Home, McMahon & Tate Home Improvement Survey) ( McMahon & Tate Home Improvement Survey, CNBC, Allianz LifeInsurance Company)


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Creative Brief

BRANDINGGlidden needs to become more than just

a logo to potential customers. In order totruly connect with its audience, Gliddensbranding needs to re ect whom thebrand is and why it is worthy of customerconsideration and loyalty. McMahon & Tatehas created a core value-based approach tobranding Glidden and genuinely connectingit to the motivational beliefs, values, andaspirations of the target segments. Theconnection to the brand and the consumeris then re ected in the Brand StrategyStatement and communicated through thebrands positioning.

START WITH WHY (SHAREDBELIEFS): Painting is underscored by humanity The concept of home is uniquely

personal Home communicates your personal style

and re ects the essence of who you are

ALIGN WITH HOW (SHAREDVALUES): Stylish Unconventional Highly individualized, yet family-focused Self-expressive Dependable DIY

CONNECT WITH WHAT (THETRANSFERENCE OF VALUES TOTHE PRODUCT) Simple Accessible Quality Hassle Free A good value

BRAND STRATEGY STATEMENT:Painting is more than selecting the colors, matching accentuating furnishings, or refreshing

the walls of ones home. Painting is the rst step in the active transformation of where youlive to where life happens - of living space to home. Glidden believes that your house is notyour home until it bears the imprint of your unique style and re ects the essence of whoyou are. Glidden has created the Brilliance Collection - dedicated to taking that rst stepwith you. POSITIONING STATEMENT:Glidden Brilliance: Youre Home

CAMPAIGN STRATEGY AND CREATIVE BRIEFOur primary research revealed that:The code for painting is self-establishment, whether its rede ning your identity in yourchildhood home, your rst apartment with roommates, or your house within the contextof your neighborhood.

The concept of home is deeply personal and varies widely from person to person. However,all respondents expressed that home is a feeling and sense of familiarity , as it is a physicalstructure.

Consumers are driven to purchase by the following price, ease of application, durability andcolor selection

The competition is actively marketing to only two of these factors: Unique, expansive, andproprietary color palettes and two-in-one paint and primer products. A key revelationregarding the category is that any manufacturer has access to its competitors color recipes.This insight becomes the cornerstone of McMahon & Tates retail activation strategy.

CREATIVE STRATEGY:Establishes phases of the campaign based on the Consumer Journey Funnel and intersectwith the consumer at each stage of the journey. At each intersection build on the targetsunderstanding and belief that Glidden is synonymous with home when it comes to paint. VOICE:All executions should communicate a sense of comfort and inner-familiarity deliveredthrough the voice of the everyday non-painter. The delivery can vary between fresh,unexpected, slightly quirky, but always honest and authentic.


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Media StrategyThe Glidden Youre Home campaign will begin in May 2014 and run through September 2014. The ve-month campaign is amanifestation of our overarching strategy and will be implemented across traditional and non-traditional platforms to deliver timely,quality, and engaging content to all three target audience segments.

Strategy:A pulsing media strategy will be implemented according to theconsumers journey in the painting process in order to reach andengage with consumers at multiple media platforms and touchpoints. Dividing the media budget based on its objectives, Gliddenwill achieve both quality and quantity in terms of audienceimpressions, clicks, and conversions.

Excite :The Getting You Phase: Create buzz, grab attention, & heightenawareness Cable TV Nontraditional and Public Relations OOH

Inspire:The Getting You Going Phase: spark interest, generate ideas &motivate action Online Advertising Print Media Mobile Social Media Nontraditional Engage:Keeping You Going Phase: further interaction, nurture consumerrelationship & develop communication Online Advertising (AdNetworks, Retargeting, Dynamic

Creative Optimization) Mobile Display Advertising Digital Content Hub Nontraditional Social Media SEO

Objectives:Through an integrated multi-platform media strategy, Gliddenwill build awareness of paint offerings at Walmart and heightenconsideration to purchase Glidden Brilliance, while at the sametime closing the perceptual gap.

Sell:The Going Phase: attractcustomers & drive purchase Point of Purchase Mobile Evangelize:The Going Beyond Phase:acknowledge success, shareful llment & repeat excitement,inspiration, engagement, andsale Social Media Digital Content Hub

TACTICS:


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ExciteThe Getting You Phase: Create buzz,grab attention, & heighten awareness

Cable TV$2,319,692.62// Impressions: 195,960,200The campaign will air 30 second cable spots during early fringe primetime and late fringe to reach aspecic target with geographic exibility at a very efcient cost. Glidden will focus on the top DesignatedMarket Areas (DMAs) for reach and the top DMAs for the highest proportion of Walmart shoppersfor narrowed and quality targeting. TV dollars are subject to concurrent optimization based on ROI

performance and partner network delivery. Networks : HGTV, DIY Network, Bravo, The LearningChannel Specifc Shows: House Hunters, Color Splash, Fresh Start, Real Housewives Atlanta, ExtremeCheapskates, Say Yes to the Dress

Hulu $400,000 // Impressions: 9,411,765 // Clicks: 7,590,13330 second video ads will run on Hulu to reach consumers who watch TV online. Respectively, the rstsegment is 182%, the second segment is 85% more likely to watch shows on Hulu (Gfk MRI, 2013).

1. White background with text in black:Home is a house.[MUSIC: Imagine Dragons]

2. The word house is slowly replacedwith laundry in red.

3. The word laundry is then slowlyreplaced with coffee.

4. The word coffee is replaced withcuddling, more and more words replacethe word cuddling at a faster pace.

5. The last word slides into place to completethe phrase is Home is you, shown in allblack.

6. It fades out and the nal message, "You'rehome," appears. The Glidden logo includingthe Glidden gets you going tag fades in,with Available exclusively at Walmart usingthe Walmart logo in the right corner as wellas Gliddens website in the left corner.

[MUSIC: Fade out]

Household3,493,500

2,571,3002,360,2002,292,6002,185,3001,842,7001,514,2001,110,000

DMAChicago

DallasWashington,DCAtlantaHustonDetroit

ClevelandIndianapolis

DMARoanoke

KnoxvilleBirminghamEl PasoMoblie

JacksonvilleWichita

Oklohoma CitySan Antonio

Memphis

Household455,900

527,800738,800336,600527,900669,900454,600712,600880,700669,900

Top Designated DMAs for Reach DMAs with highest proportion ofWalmart Shoppers


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HELPING HANDSMOBILE DIY TOUR:Glidden will partner with Better Homesand Gardens, DIY Network, and Walmart

to execute a cross-country tour. Beginningin Cleveland, Ohio, the Mobile Homewill stop at 19 different cities across theMidwest and American South refreshingneighborhood hubs. The tour will rally thepower of the community to help improvelocal community centers and schools,the heart of small towns. The HelpingHands Mobile Home Tour will encouragecommunity collaboration, allowing them torede ne and punctuate their hometowns.

WHILE YOU WERE OUT:A partnership with Walmarts WelcomeHome Commitment will expand theprogram to give veterans of the USArmed Forces a home refresh. Glidden will

provide $1000 and a team of painters andcontractors to 100 heroes to assist them to develop a stronger sense of home.

MAKE-A-WISH MURALS:Working with the Make-a-Wish Foundation,Glidden will support an art therapy programat select childrens hospitals. Patients willbe invited to visually express their idea

of home. The drawings and paintings willbe collected and assembled into a muraldisplayed on Gliddens social media sites.


Public Relations: Annual DIY Season$493,950 // Impressions: 123,870,870Glidden Brilliance, in partnership with Walmart, will introduce an annual DIY Season promotion, called "Glidden SummerHomecoming." This promotion will run May through September and will aid in alligning the DIY culture with Glidden and Walmart.This annual event will further establish Gliddens DIY positioning in the paint industry and close the perceptual gap that existsbetween Walmart and larger home improvement centers. The goal is to generate attention all while helping people realize theirvision of home by reaching out to communities across America and connecting with them across multiple media platforms.

This overarching PR initiative ties in with the Glidden Summer Homecoming campaign, which will provide an exclusive partnershipwith Better Homes and Gardens and DIY Network for Glidden to reach a speci c audience and receive media coverage for all itsmutual promotional efforts. Glidden will supply products and services to the networks home improvement and painting-relatedshows in exchange for media mileage in TV and magazine ad spaces.


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Out of Home$800,000 // Impressions: 22,142,763

OOH media ef ciently delivers to large audiencesgiven its visual impact and Gliddens speci c focus inhigh traf c areas. Glidden will set up digital interactivebillboards proportionately across 20 cities with highWalmart customer traf c. This will enable Glidden toestablish a localized creative execution for each DMAtarget in conjunction with the PR and Cable TV strategy.


This execution will trave with the Helping Hands Mobile DIYTour. The community will have an interactive experiencesponsored by Glidden, as they put their digital handprinton the wall, along with their de nition of home. Thecontent compiled will be shareable on their social mediasites and will ultimately become a localized mural of theircommunity home.

These billboards will feature Instagram and Twitterphotos tagged with a state-speci c hashtagcreated for Glidden Brilliance (ex. #TXisHome).These billboards will switch between a messageexclaiming, "You're Home" and geographic speci cmessages and photos uploaded by residents.

The billboard will update on a real-time basis throughoutthe ve-month campaign.


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The print ads re ect the very core belief of our campaign strategy, that Glidden sponsors theemotions involved in the transition of making a house into a home. This belief is demonstratedthrough the two-part peel-off ad and with the detailed imagery in the body copy.

B

InspireThe Getting You Going Phase :spark interest, generate ideas & motivate action

Magazines$768,060 // Impressions: 10,067,457The campaign will incorporate magazine advertisements to reach our target segments with de ned interests and lifestyles. Magazinesprovide visual inspiration and more detailed information to audiences who look for speci c topics. Our selected publications, HGTVMagazine, DIY Magazine, and Country Living are gold mines for audiences who are interested in painting and home improvement.Magazines have a high pass along readership rate because of its portability, time independence, and visual element. Our targetaudience, on average, is 40% more likely to read the above mentioned magazines than the average American. (GFK MRI)


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Inspire /EngageThe Getting You Going Phase :

spark interest, generate ideas & motivate action& The Keeping You Going Phase : further interaction,

nurture consumer relationship & develop communication

Social Media Ads:$400,000 // Impressions: 819,333,037 // Clicks: 318,181,819Social media ads deliver high impression volumes and click-through rates. On average, ourtarget segments are 75% more likely to use Facebook, 120% more likely to use Twitter, & 93%more likely to use YouTube than the average American. Glidden could inspire and engage thetarget segments by involving them in the creation, discussion and sharing of user-generatedcontent, as well as leading them to Gliddens site and content hub. (GFK MRI)Organic ContentAside from advertising, Glidden will leverage and create organic content across various socialmedia platforms. Glidden will engage with customers and the greater DIY community. Contentwill generally provide inspiration and know-how needed to complete DIY projects, as well asshowcase Glidden-sponsored projects, user-submitted works, and updates for all Glidden-related events.

Link Facebook to Glidden-powered mycolortopia.comby sharing blog posts on FB Timeline.

Share posts linked to Glidden Summer Homecoming,like the Helping Hands Tour.

Effectively utilize tagging function to connect partnersand followers to posts and re-posts.

Link posts back to Glidden website and Digital ContentHub to drive online traf c.

Diversify and structure videos posted on GliddenYouTube Channel.Focus Summer 2014 testimonials recorded during theHelping Hands Mobile Home Tour.Compilation of respondents de ning home as theanchor of Gliddens broadcast advertisements.Include how-to tutorials and Q&As with DIY bloggersand professionals.

Increase daily post frequency to capitalize on Twittersinstantaneous nature.

Retweet and reply to followers content to driveinteraction.

Host Twitter Chats to discuss DIY projects andquestions using #DIYWG.

Use @Glidden_Paint as a customer service line with#Glidden911.

Utilize Instagrams nature to showcase the strongvisual element of paint and DIY projects.Create transparency by displaying behind-the-scenes events.Repost and promote user-generated photos using#DIYWG.Link to the Glidden Summer Homecoming eventswith hashtags, visually sharing the Tours story.


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Google Ad Networks, Facebook Ad Exchange, Doubleclick Ad Server$935,000 // Impressions: 109,803,922 // Clicks: 68,627,451The partnership with a third party ad network, ad exchange, and ad server will signi cantly aid in optimizing Gliddens campaign.While the cornerstone sites deliver a more focused audience, the third party vendors will ef ciently reach a wider audience in bothdigital and mobile site partners and properties. The collaboration between these vendors will allow the incorporation of geographic,content, and behavioral targeting, as well as site, search and contextual retargeting, to minimize any waste in media spend. Thiswill allow Glidden to serve ads based on the consumers interconnected behavior on the desktop and mobile space, and furtheroptimize the campaign strategy based on data collected by oodlight tagging and online behavioral tracking capabilities from adserver, Doubleclick.

Online Advertising$800,000 // Impressions 226,490,196 // Clicks 164,205,210Online Advertising is a strategic media option to ef ciently deliver a high amount of reach, generate awareness, and capture qualityengagement. Gliddens digital spending will invest in cornerstone sites, such as DIYNetwork.com and HGTV.com to reach a morefocused audience. The campaign will employ content targeting, to ensure that Gliddens display ads are served to the targets at themost appropriate and relevant time of their online activity, and lead them to our content hub and main site landing page.Sites : DIYNetwork.com and HGTV.comTargeted Content: Articles, Videos, ReviewsTargeted Sections: Painting, Rooms, Decorating, Techniques

300X250 BANNER ADS.

Inspire /EngageThe Getting You Going Phase :spark interest, generate ideas & motivate action& The Keeping You Going Phase : further interaction,nurture consumer relationship & develop communication


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Inspire /EngageThe Getting You Going Phase :

spark interest, generate ideas & motivate action& The Keeping You Going Phase :

further interaction, nurture consumerrelationship & develop communication

Search Engine Optimization$68,540 // Impressions: 1,615,302 // Clicks: 41,090As search is a signi cant part of the online user experience, Gliddens organic and paid SEO strategy is fullyintegrated with other digital media buys. With the purchase of the following keywords, How to Paint, DIYProjects, DIY, Paint Wall, Home Dcor, and Walmart, Glidden integrates the search strategy with thirdparty retargeting capabilities and closes the perceptual gap between DIY, paint, home improvement, andWalmart.

The Glidden website has incredible potential to effectively attract audiences online because of diverse content.However, Gliddens current SEO prohibits consumers from nding Glidden via search and the website landingpages are not structured to enable seamless user interaction. With improved SEO strategy, the Gliddenwebsite will be optimized as a gateway to purchase. Organic Search Recommendations:

GOOGLE+The creation of a Google+ brand page will help optimize awareness for Glidden with a more prominent

position in the search engine results page (SERP). As a DIY brand, the Google+ page will provideGlidden the opportunity to be a leader in content generation, creating an easier consumer searchprocess.META TAGSThe internal titles and descriptions of each landing page are not currently optimized for user searchexperience. By rewriting the code to include more descriptive titles and tags, Glidden will improvehow search engines interpret the sites information.CURRENT CODE FOR GLIDDENS INTERIOR PAINT HOW-TO PAGE

Glidden Paint | How to Bring Your Interior Painting Ideas to Life

NEW CODE FOR GLIDDENS INTERIOR PAINT HOW-TO PAGE

Glidden Paint | How to Paint the Interior of Your House

SEARCH RESULT TITLEEditing the SERP entry of the Result title will make Glidden more search-visible online and give usersa more detailed understanding of what content the website hosts. Changing Gliddens website SearchResult Title to Glidden | Simple Paint Solutions for your Home will provide a more accurate summaryof the website while re ecting the Glidden brand mission.

Paid Search RecommendationsGlidden will also implement a paid search campaign over 5 months, bidding on relevant keywordsto the brand and the DIY audience. The keywords can be seen to the right.

Paid Keywords"How to Paint $38Home Dcor $2,170DIY Projects $18DIY $60Paint Wall $9Walmart $1,278


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Interactive Kiosk & iPad ApplicationAs an in-store go-to resource forall things DIY, users can access theGliddens social media and the DigitalContent Hub to read up on DIY how-tos, nd out how to pick out the rightpaint, and can even generate a supplylist or promotional coupon for all thematerials necessary to start their nextproject. This kiosk is meant to be auniform customer service tool whereconsumers do not need to rely onemployees and can be self-suf cient innavigating through product information.

Interactive Paint Waterfall ProjectionThis point of purchase element featuresa touchscreen that depicts a waterfallmade completely out of paint. Users caninteract with the waterfall as if it werereal water and brush it to the side toreveal messages about home. This isincredibly effective for Basecoats withchildren, as it is a fun and engaging wayto connect with Glidden.

Point of Purchase$2,842,725 // Impressions: 1,000,000Point of Purchase executions can signi cantly drive sales given that this pointde nes how a consumers mindset is inclined towards making a purchase decisionat Walmart. Gliddens executions will take place in all 3,500 stores nationwide,and will be supported by our mobile ad network and its geo-fencing capabilities.

SellThe Going Phase: attract customers & drive purchase


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EvangelizeThe Going Beyond Phase:

acknowledge success, share ful llment & repeatexcitement, inspiration, engagement, and sale

Digital Content Hub: HousekeepingGlidden will host a digital content hub called Housekeeping, which will provide a library ofsimple how-tos, tips, supply calculators, wish lists, color generators, and more to help makeconsumers projects a little easier. The hub will also serve as a landing page for all the displaybanners, help boost Gliddens organic search ranking and consolidate a visitor database thatintegrates with Gliddens loyalty program.


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Hub User Experience

The Media Ecosystem demonstrateshow Gliddens campaign is integratedacross multi-media platforms inrelation to the consumer. It connectsthe dots between the media vehiclesthat deliver a high level of reachalong with those that deliver quality

engagement. The spatial relationshipbetween the medium and consumer isre ective of the consumers distanceto the purchase decision.

THE MEDIA ECOSYSTEM

Housekeeping User Experience:1. Annie Googles How to Paint.

2. Annie selects an article link from the results page.

3. A Glidden Brilliance ad will be distributed to Annie courtesy of an adnetwork.

If Annie clicks on the Glidden ad:

4. By clicking the ad, Annie will be taken to a relevant article on theDigital Content Hub.

5. Annie can explore the Hub functions, including store locator & sup-ply calculator.

6. A unique code will be generated for Annie when she enters speci csfor her project.

7. Annie can go to the nearest Walmart, enter her code at the GliddenDesign Center kiosk, and receive a store map to nd all of her proj-ect supplies.

If Annie does not click the Glidden ad:

4. Annie goes of ine.5. The next day Annie checks the news on CNN.com.

6. Contextual and site retargeting tracked Annies online behavior anddeliver another Glidden Brilliance Collection ad.

7. Annies previous paint search encouraged her to click on the ad,leading her to the Digital Content Hub.


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19The chart describes the pulsing ve month media schedule and details the campaign's media spending by month on the x-axis andby medium on the y-axis. information about total impressions and clicks are also included to imply a signi cant reach for awarenessand engagement.

Media Calendar/Budget


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Optimization & Media Plan FlexibilityThe campaign will implement a monthly reporting schemethat will enable the optimization and re ect the exibility ofour media plan. We will closely monitor the performance ofour site and network partners to ensure the timely deliveryand reconciliation of expected impressions and clicks. Wewill also incorporate retargeting strategies, dynamic creativeoptimization, and custom content through our third-party

partners, Google Ad Network, Facebook Ad Exchange, andDoubleclick to ef ciently maximize every single dollar of thecampaign budget.

BenchmarksWalmart will need to measure paint department positioningrelative to other home improvement centers. We seek to increaseDIY market share from 5% to 8%.Glidden will also measure positioning relative to ColorPlacein Walmart. We aim to reverse the current in-house split byachieving 60% of Walmart paint sales in the Glidden portfolio.

Evaluation and MetricsHow We Evaluate and What We MeasureReaching out to the targets could potentially yield the

following projected sales gures over each segmentslifetime:

$183mil$703mil$181mil

Primers

Basecoats

Sealants

Key Performance IndicatorsThe campaign aims to:

1 Raise awareness of Walmart as a paintretailer from 66% to 90%Conduct awareness survey before the campaignMeasure impressions for traditional and online mediato quantify and qualify campaign reach

Boost level of considerationfrom 23% to 63%Measure interaction and engagement across multiplemedia platforms

Facebook: post likes, shares, fan growth, page views,and unique visitorsTwitter: Retweets, follower growth, @mentions andfavoritesPinterest: RepinsSEO page rankingsUse ticker to measure the number of visits to Walmartpaint departmentUsage of in-store kiosks and tracking codes on CreativeLicense customer loyalty cards

Close the Perceptual GapOnline social scanning via NetBase will analyze thesentiment regarding Paint & Walmart, and Glidden & DIYto evaluate and measure the perceptual gap.The outcome of post-campaign survey will assessoverall awareness, consideration, and the closing of theperceptual gap.

2

3

For total lifetime sales of

$1 billion


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EmersonAAF Glidden Book Final

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