C A M P A I G N MAY 10, 2013

① Industry Overview

② Research & Target

Market

③Marketing, Advertising

& Media

Objectives/Strategies

④ Campaign Overview

⑤Metrics of Success &

Final Note

AGEN

DA

WEAKNESSES

OPPORTUNITIES

STRENGTHS

THREATS

COMPETITORS

RESEARCH

40% 10%

10% 10%

No matter what generations they are

from, DIY Walmart shoppers want to

be a part of a community. They want

to be able to learn, inspire and

improve while maintaining their

individuality…

INSIGHT

•Practical

•Digitally-Savvy

•Price Conscious

•Value Self-

Expression

TARGET MARKET

Main Target

Market Focus

of DIYers:

Millennial and

Generation X

consumers

who shop at

Walmart.

Sara & David

TARGET PERSONAS

Allison

MARKETING

$10M

MARKET

SHARE

10%

ADVERTISING

MEDIA

65% >3.5 Frequency:

THE

CAMPAIGN

“What’s your canvas?”

#WHATSYOURCANVAS

PRINT ADS

52M 35M

DIGITAL ADS

#WHATSYOURCANVAS

5

DIY

•DIY Painting

•Glidden Paint

•Easy Paint Projects

•Cheap Paint

•Cheap Paint Projects

SALES

PROMOTION

CONTEST

My canvas this summer!

PR/PUBLICITY

PRESS

RELEASES

BLOG/FORUM

OUTREACH

COMMUNITY

SPONSORED EVENT

COMMUNITY

SPONSORED EVENT

BUDGET

59%

12%

11%

11%

3% 4%

METRICS OF

SUCCESS

1.

2.

3.

10%

4.