Glidden National Student Advertising Competition Plans Book

7/23/2019 Glidden National Student Advertising Competition Plans Book

1/22

RESEARCH 1


2/22

1 RESEARCH

1 INDEX

1-8 RESEARCH

1 Executive Summary2 Research Overview

and Objectives3 Target Summary4 Blind Paint Test5 Store Benefts Experiment6 Competitive Analysis7 Brand Perception

Continuum Test8 SWOT Analysis

8 Big Idea

Although 66% o DIYers are aware o Walmart as a paint-buying option, this number pales in comparison tothe 93% in home improvement stores. We approached this challenge rom every angle, examining the Gliddenbrand, the Walmart store, and the experience created when the two are combined. We arrived at a solutionthat combines bold, attention-getting executions with innovative in-store changes that extend our message wellbeyond the fve-month campaign period. These eort s will garner massive amounts o ree PR and social mediaexposure, stretching the budget even urther.

Our insight-driven research combined with an unconventional creative

approach makes for a spot-on, impactful campaign that drives Walmartshoppers into the paint aisle increasing awareness, consideration,and most importantly, sales.

{ }EXECUTIVESUMMARY By partnering with Walmart, the largest retail outlet in theworld, Glidden has seized an enormous opportunity

quite literally. Walmarts customer base is as huge as itsstores, presenting Glidden with a substantial opportunity,but at the same time, many signifcant obstacles toovercome starting with awareness.

9 Big Splash11 Paint Section13 Permanent Signage14 Timely Touch-Ups15 Social Media16 Mobile App16 Print

17 Strategy18 Media Plan19 Schedule19 Concept Testing20 Campaign Evaluation20 Citations


3/22

RESEARCH 2

RESEARCH OVERVIEW & OBJECTIVESTHE CHALLENGEHelp build awareness and consideration orthe Glidden paint brand within US Walmart

stores by developing an integrated and multi-platorm marketing eort or three dierenttarget segments.

In order to tackle this challenge we began by examinig thetarget, the brand, and the paint-buying experience.

THE TARGETWith three unique segments all in dierent lie stages and

all with varying levels o painting experience we neededto develop a better understanding o these Walmart DIYshoppers: who they are, how they shop, and what theyneed when it comes to painting.

GLIDDEN AT WALMARTWe know our target regularly shops at Walmart or theirgroceries, their cleaning supplies, and other household items.Yet, when they need to buy paint, they go elsewhere. Weneeded to uncover whats drawing them out o the storewhen it comes to paint buying and how to grab theirattention to leverage the biggest advantage we have --theyre already there!

THE EXPERIENCEWe had to analyze Gliddens role within Walmart tounderstand how that relationship oers a specic advantageor DIY shoppers that cannot be ound elsewhere.

SURVEYS

COMPLETED

FOCUS

GROUPS1,208 10

IN-DEPTHINTERVIEWS 107

ETHNOGRAPHICMAPPING

OBSERVATIONS 183

WALMARTSTORES VISITED 54

BLINDPAINT TEST

PARTICIPANTS 61

COMPETITORIN-STORE

INTERCEPTS 19SECONDARY

RESEARCHARTICLES 289

STATESVISITED

14

PAINTPERCEPTION

PARTICIPANTS 68

SECRET-SHOPPINGTRIPS 91

TOTALRESEARCH

IMPRESSIONS1,849

ARTS & CRAFTSFESTIVALS VISITED 8 STORE BENEFITSPARTICIPANTS 68


4/22

3 RESEARCH

Ater analyzing our in-depth interviews, ocusgroups, and surveys, we set out to gain a betterunderstanding o how each segment within ourtarget approaches their DIY projects and, moreimportantly, how they shop or what they need.From the college graduate in her rst apartment,to the teacher doubling as a housewie, all theway to the recent retiree, our three segmentsall have one thing in common: DIY projects arean outlet or their creativity. I they are going to

invest the time, they want the results to matchtheir expectations perectly. They are proudDIYers, and as such, par t o the creative unor them means shopping around or exactlywhat they want. They preer to patronize multiplestores, and once they have an idea or a room,they are eager to see it through to completion.The strongest bond shared by these Walmart DIYshoppers, however, is their pursuit o the bottomline. They want aordability without sacricingquality and eciency without renouncing their

resourceulness. Ater uncovering this shareddesire, we realized that each segment o ourtarget looks or a streamlined and simplisticpaint-purchasing process that stimulates, ratherthan jeopardizes, their creative independence.

THE TARGET {SEGMENT 1: MAKE IT MY OWN}Jenny just graduated rom college and is moving into a new apartment.She is eager to make her new place her own, but lack o paintingexperience holds her back. But even though condence in her paintingabilities is low, she is comortable planning and creating her projects

based on her distinct style nding inspiration on social medianetworks, such as Pinterest, as well as her avorite items.

I like the idea o painting more than Iactually like [doing] it.

JENNY, AGE 22

{SEGMENT 2: FAMILY FOCUSED}Laura is married with two children. As a busy, budget-savvy mom,

she enjoys DIY projects because they are inexpensive and give her achance to change things up and express her creativity. She nds most oher inspiration in magazines and on Pinterest. Color choice inspires anddictates her home dcor accents.

[DIY projects] save money... its un to starta project and say I did it.

LAURA, AGE 36

{SEGMENT 3: ROUTINE MAINTENANCE AND DCOR}

Michelle is recently retired with her husband and has a lot o ree timeon her hands. She strongly preers buying paint in hardware stores orspecialty shops because its what she knows. Having painted roomsin the past, she understands what goes into the process. She wantsher home to be inviting, warm, and approachable, and while shemakes most o the decorating decisions, her husband tends to be moreinvolved in the painting process. Their projects are ocused primarily onmaintenance and room revitalization.

Yes, I am a DIYer with the help o my husband,because it saves money andyeah thats probably

the reason: It saves money.

MICHELLE, AGE 63


5/22

RESEARCH 4

We conducted an experiment in which we removed the labels o twoidentical cans o Glidden Brilliance paintboth purchased at Walmartand replaced them with the letters A and B. We told 61 participantsthat Paint A was sold at Walmart and Paint B was sold at Home Depot,Walmarts largest competitor when it comes to paint sales1. Aterallowing each participant to test the two samples, we asked them whichpaint they elt was o better quality.

Contrary to our expectations, our experiment revealed that the storename had no signicant infuence on the targets perception o the paint

quality. Surprisingly, 56% actually preerred the paint labeled Walmart,while 42% preerred the one labeled Home Depot. Furthermore, 2% oparticipants did not notice any dierence between the two options.

While our Blind Paint Test results showed us that the Walmart brandname has no eect on the perceived quality o the paint, we knew abigger problem still existed. Even once aware o the act that Walmartsells paint, the majority o people still preer competing stores when itcomes to actual purchases. So i it isnt an issue o quality, we neededto nd out what is really causing the steep decline rom awarenessto consideration.

Since 66% o DIYers are already aware o Walmart as a paint retailer,we rst needed to nd out what was discouraging them rom choosingWalmart when it comes to paint buying. As a store that has a strong

ocus on savings and value, as opposed to a specialization in homeimprovement, we had a hunch that the Walmart brand name wasaecting the perceived quality o the paint sold within the store.We decided to put this hypothesis to the test.

THE

WALMARTSTORE

{ }BLIND PAINT


6/22

5 RESEARCH

To answer this question, we crated an experiment designed to gaugeour targets knowledge o the paint-related benets oered by Walmartand its key competitors, Home Depot and Lowes3 - 6. We created a chartwith a list o benets and asked participants to mark which stores they

believed oered each one. As expected, most were not able to correctlyidentiy which benets Walmart actually oers. Ater revealing the benetsoered by Walmart versus its competitors, 61% o participants said theywould consider buying paint at Walmart, compared to only 36% prior tothe experiment -- a 41% increase in consideration.

Through secondary research and in-store

investigations, we uncovered various paint-buying benets oered at Walmart thatcannot be ound at competing stores1-2.Since these benets are hidden in the paintaisle, and not displayed prominently, theaverage shopper has no idea they exist.In act, even ater conducting 91 secretshopping trips in 14 dierent states, wewere still unaware o these benets. Ittook secondary research and additionalobservations to uncover these compelling

reasons or buying paint at Walmart. Webegan to wonder: Would knowing aboutthese benets convince shoppers to considerWalmart as an option or purchasing paint?

THE WALMART STOREBENEFITS

EXPERIMENT

PERCEPTION

Ater conducting our benets experiment, we nally discovered what was causing this steep decline rom

awareness to consideration:A lack o knowledge. Ater people were aware o theunique in-store benefts oered at Walmart, they were almost twice as likelyto consider buying paint there.

AFTER

REALITY

STORE

BEFORE


7/22

RESEARCH 6

HOME DEPOTThe comfort that I

have going to HomeDepot is that in talking

to someone in thepaint department,

you get someone whohas done painting,

or somebody who isknowledgeable about

the product line.- Segment 3, age 57

COMPETITIVE LANDSCAPE

WALMARTThey need to changethe overall experienceof buying paint. I donot want to have tosearch for someone

to help me.- Segment 2, age 34

LOWESThe Lowes staffseemed to go the

extra mile...answering questionsand taking the time

to educate us...and anticipating

additional needs.Segment 2, age 34

FREQUENTLY ASKEDQUESTIONS

Observations at competing stores uncovered akey insight: The paint-buying process is easier andmore comortable when knowledgeable sta arethere to assist customers and answer questionssuch as the ones below:

What is the dierence between semi-gloss and gloss paint?

How much paint will I need to complete my project?

How are roller fll textures dierent?

What type o paint can be washed o?

How do I repair any imperections in the wallprior to beginning a paint job?

What are the dierent brush types and

what is the purpose o each?

When do I have to prime walls beore painting?

For a bold color, how do I pair it withanother color to help neutralize it withoutspending too much or hiring extra help?

COMPETITIVE ANALYSISOur next step was to uncover how, exactly, we would drive shoppers to the paint aisleonce we got them to consider Walmart in the rst place. The participants who were not

swayed by our In-Store Benets Experiment stated that the lack o customer service atWalmart was the main deterrent. To urther investigate this problem, we revisited 54Walmart stores and 19 competing retailers to determine rst-hand what our competitionoers that Walmart does not. Our ndings revealed that Walmarts lack o knowledgeablesta, disorganized paint displays, and seemingly complicated paint-buying process are drivingcustomers out o Walmart and into competing stores.


8/22

7 RESEARCH

Since Walmart is the only store that oers a ull selection

o home dcor items in addition to paint, our initial instinctled us to assume that the best strategy would be promotingGlidden at Walmart as a one-stop, paint-to-pillows destinationor room redecoration.

We did an ethnographic mapping study to test whether ornot this approach would resonate with our target, observingshopping patterns and noting how consumers move throughthe Walmart store. We also conducted 1,208 surveys, 10ocus groups, and 107 in-depth interviews to gain a clearerunderstanding. All our research methods led us to the sameconclusion: Our creative, DIY target preers to shop around

when they decorate a room. For them, decorating is notabout a one-stop-shopping experience. Rather, it is a processin which they like to nd just the right pieces rom severaldierent stores.

WHY NOONE-STOP SHOP?

Its

not yourstyle i you geteverything at

one place.- Segment 1,

age 22

Dontbuy a chair

just or a chair buy the right chair.

- Segment 3,

age 61

THE BRAND (GLIDDEN AT WALMART)We now knew we needed to educate shoppers about the in-store paint

benets to get them to consider Walmart as a viable option or buying paintand, ultimately, move them into the aisle. We also knew that we needed to dosomething resh with the paint aisle itsel to innovate the paint-buying experience.So our nal question became: How do we get DIY shoppers to purchaseGlidden paint, specically, once we get them into the paint aisle? Webegan by testing our targets existing attitude towards Glidden comparedto competing paint brands.

BRAND PERCEPTION CONTINUUM TEST

To see how our target perceived the Glidden brand and its six main competitors, wecreated a Brand Perception Continuum scale, ranging rom -5 to +5. We asked 68 memberso our target to place Glidden, along with the competing paint brands, on our continuumto measure their perception o each. To see how participants would rate Glidden against apaint that does not even exist, we also included a ctional paint brand and asked participantsto rank it on our continuum. On average, Glidden received a score o 0.87, and the ctionalbrand received an average rating o 0.55, only 0.32 away rom Glidden. In contrast, keycompetitors such as Benjamin Moore, Sherwin-Williams, and Behr received average scoreso 4.4, 4.1, 3.8 respectively. These results showed us that our target really doesnt knowmuch about who Glidden is and what the brand represents.

{ }

I Im decorating a room,

I would defnitely consider buying

one or two things at Walmart, but not

everything in the room. I like to shop

around at dierent places looking or

just the right pieces and accessories to

make the room unique to my style,

within my budget.

- Segment 2, age 44


9/22

RESEARCH 8

SWOT ANALYSIS

STRENGTHS Aordable

Product categoryinnovator

National brandname with a DIYpersonality

OPPORTUNITIES Exclusive partnership with

nations #1 retail store Our target is looking for

aordable DIY solutions.

Neutral brand perception

THREATS Home Depot is a

trusted paint store.

Difcult to differentiateproduct oerings

Walmart is notconsidered a paint store.

Walmart is associatedwith carrying genericbrands.

WEAKNESSES Lack of brand

awareness

Lack of brandexposure at Walmart

People dont expectvariety or quality rompaint at Walmart.

Lack of customerservice rom Walmartemployees

We realize that in order to stand out in a superstore, we need todo something big. Something that our target cant ignore. Somethingthat shows them that the paint they need has been right where theyvebeen shopping all along.

With an innovative, un, and simplistic personality, the Gliddenbrand is the per ect paint or our target DIYers, meeting their qualityexpectations while simultaneously satisying their budgetary needs.However, this message is getting diluted and, in some cases,completely lost in the enormity o Walmart. All the unique benetsoered by Glidden at Walmart do nothing to help the brand i ourtarget doesnt know about them3-4.

Beore Glidden can start breaking down the barriers surroundingconsideration and purchase, they rst have to combat the massive lack oknowledge and awareness surrounding their brand. By engaging shoppersin a un and surprising way, Glidden makes its presence known insideWalmart stores, setting the stage or a campaign that not only conveys astrong brand message, but also drives home the unique act that WalmartDIY shoppers can get exactly what theyre currently leaving the store topurchase, only steps away.

THE BIG IDEA

THE PERCEPTION PROBLEMEven once shoppers are in the paint aisle, Gliddenis not doing anything to infuence their brand preerenceor purchase decisions, which explains the dramatic

drop rom consideration to purchase. I we let ourtarget know who Glidden is and how they can helpDIYers with their project needs, we will close the gapbetween consideration and purchase, and ultimatelyget members o our target to leave the store with acan o Glidden Brilliance paint in their shopping carts.


10/22

9 CREATIVE

WOMAN: My Glidden DIY makeover wasroom-changing. Im so happy with what Iwas able to do.INTERVIEWER:How did you win it?

WOMAN: How? (Takes a sip of tea.)

BIG SPLASHOur campaign will kick o in a grand ashion

with Glidden creating a estival-like atmosphereand hosting a giant game o Hot & Cold at 12Walmart stores throughout the country. Wewill contact the press and release a media kitto create buzz leading up to the event. (1) Ateaser spot will run one week prior on cableand on Gliddens YouTube channel to enticeshoppers to come in and participate. (2)

As shoppers arrive on event day, they willencounter ood trucks, a live DJ, and ace-painting activities in the parking lot, along withDIY project demos using Glidden paint. (3) Thesedemos will serve as the launch or Gliddens newTimely Touch-Ups that will continue throughoutour campaign. Signage in the parking lot willdraw customers inside, where they will discoveran even bigger event taking place.

Upon entering the store, customers will bebombarded with color and in-store decorations

that will aid them on a hunt as they move through

the store. A stand that holds our rst clue chipwill be placed near the store entrance, invitingcustomers to join the hunt to nd ve $100 gitcards in the orm o Golden Paint Chips. (4,5) Bycollecting the clue chips as they shop throughoutthe store, customers are able to engage with thebrand and have some un while theyre at it.

Each clue contains a hint directing customerstowards the paint aisle, where Glidden hashidden the prizes. The color o the cluesrange rom blue (6a) to orange (6b) to red (6c),signiying how hot (close) or cold (ar away) theyare rom the prize. Customers nd red clue chipsin areas that are more closely related to paint,such as the home dcor section (7), and coldclues in areas like the grocery aisles. Whethercustomers choose to participate in the game orjust continue with their normal shopping trip,they can still engage with the brand by collecting

clues that are redeemable or 10% o o theirnext Glidden purchase.

In sections o the store where there is lowertrac, clues in the orm o signs will hangrom the ceiling to make sure we are reachingshoppers in all parts o the store. (8a,8b)

Vinyl foor stickers, using the same blue-to-redspectrum as our clue chips, lead customers romeach clue to their ultimate goal: the paint section.Upon entering the paint section, customers willbe surrounded by the color red along with signsletting them know they are extremely hot. (9)Participants in the game will scavenge the paintaisle or the hidden prizes, turning over cans,taking items o o shelves, and overall, makinga big mess in the process.

WOMAN: Lets just say I got lucky.

1

2


11/22

10CREATIVE

We anticipate that this unprecedented event will create buzz rom multiple media outlets,including Advertising Age and Creativity-Online (10), as well as local news outlets,resulting in tons o ree exposure or our campaign. This earned media allows us to make ahuge impression at the beginning o our campaign that stretches our limited budget beyondwhat it could accomplish traditionally.

9

3 4

5 6a 6b 6c

7 8a

10

8b


12/22

11 CREATIVE

PAINT SECTIONOur research told us that the paint aisle in Walmart

is being overlooked, so the mess made in the paintaisle during our Hot & Cold game will give Gliddenthe perect opportunity to redesign the entiresection overnight.

Following our kick-o event, a second teaser video(1) will be posted on Gliddens YouTube channel andpromoted on social media to build curiosity around theredesign o Walmarts paint section.

Our secret-shopping experiments revealed thatthe ew members o our target who do buy paint

at Walmart nd it to be a rustrating and conusingexperience. And to make matters worse, Walmartemployees tend to oer little, i any, help to thosepaint shoppers who need it.

Through a ull-scale redesign, Glidden gives theWalmart paint section the colorul presence it needsto stand out in a giant superstore. And to combat theconusion and uncertainty that our target experiencesin the current paint aisle, we split up the paint sectioninto ve color-coded parts: green or inspiration, redor color, blue or sheen, yellow or brushes, and

orange or rollers. (2a, 2b)Educational materials in each color-coded sectionhelp answer customers questions and get themmore comortable going through the paint-shoppingprocess themselves. (2c, 2d, 2e, 2) By streamliningthe paint-buying process, we give DIYers in our targetthe ability to make decisions on their own and diminishtheir reliance on Walmart employees when seekinganswers to their questions. Everything implementedin the redesigned paint aisle answers shoppersquestions beore they even ask them.

At each touchpoint o the paint section, consumers

can also collect Tip Chips to help them complete theirproject once they get home with their materials. (3)The Tip Chips contain more educational inormation,ranging rom how to clean your brushes and rollersto ways you can keep your painted walls lookingresh. Customers can collect their avorite Tip Chipsand paint chips on their Glidden Project Rings, whichserve as their go-to DIY tool or keeping these helpulreerence items all in one place.

To help urther reduce reliance on Walmart employees,a tablet is placed on a display stand at the entranceo the paint aisle, giving our target the ability to inputtheir paint order digitally. Upon placing an order ormixed paint, a message will immediately be sent to aWalmart employee with the details o the order andan estimated pick-up time. Customers can enter theircell phone number at the end o the order to receivea text message when their paint is ready to be pickedup. This way, they can continue their shopping whiletheir paint is being mixed, rather than having to standand wait or it. Customers also can use the tablet toaccess their saved projects and input an order through

My Colortopia, a Glidden-sponsored website eaturinga project wizard and tips rom infuential DIY bloggers.

What Goes Down Must Come Up.

Every element o our redesigned paintsection will live on post-campaign. TipCards and Glidden Project Rings willneed to be replenished when necessary.

1


13/22

12CREATIVE

2a

2e

2b

2c 2d

4

3

2f


14/22

13 CREATIVE

PERMANENTSIGNAGE

Along with Walmarts revamped paint section,in-store signage will be unveiled ater our event thatwill live on or the duration o the campaign andbeyond. Since our research revealed that Walmartcustomers are not interested in one-stop shopping orroom redecoration, these signs allow us to reach ourtarget no matter where they are in the store. The un,riendly copy on each sign was crated to highlighta unique benet o buying Glidden at Walmartwhile being contextually relevant to the department inwhich the sign lives. Paint chip stands will be placed

in departments eaturing Gliddens top 10 palettesrelated to items in that depar tment.

In-store signage will remain visible past thefve-month campaign period at no extra cost.


15/22

14CREATIVE

As part o our paint section overhaul, Glidden will sponsor a Timely Touch-Ups demo every other Saturday. (1a, 1b, 1c) Each project demonstrationlasts a maximum o 20 minutes, allowing customers to stop by casuallyon their shopping trips. (2) At each demo, participants receive a take-away card to add to their Glidden Project Rings. (3) Each card gives astep-by-step recap o the demo, along with a materials list and couponor discounts on the materials used. Videos o each project demo will beuploaded to Gliddens YouTube channel the day ater each event, whichwill be promoted through Gliddens Facebook and Twitter pages. (4)Glidden will encourage Facebook and Twitter users to record themselvesdoing each project and to upload their videos.

By using Pinterest to choose the project topics, we allow our shoppers toget involved in the process and have their say in which projectswill be demonstrated at uture events. (5) The more interested they are inthe project itsel, the more likely they are to participate in the store.

Heres how it works:

Each o the seven bloggers rom Gliddens My Colortopia website will

create and post ideas or small DIY projects, using Glidden paint, as wellas on Gliddens Timely Touch-Ups Pinterest board. Users can cast their voteor the project they want to see by repinning their avorite pictures. Theproject with the most repins will be the project chosen or the next in-storedemo. This not only helps drive in-store trafc to demos, but also drivesmore trafc on My Colortopia and the Glidden Pinterest page.

TIMELY TOUCH-UPS

I the budget does not allow or continuing the in-store demos,bloggers will continue posting their project ideas on Pinterest.Online videos o Gliddens Timely Touch-Ups will remain

accessible on Gliddens YouTube channel.

2 41a

5

1c

3

1b


16/22

15 CREATIVE

Create a Glidden PIY to

DIY Pinterest Board

Search My Colortopia

for first inspiration pin

Pin other elements of

your dream room from

anywhere on the web

One lucky participant

will win a DIY Makeover

from Glidden at Walmart

SOCIAL MEDIAIn addition to our Timely Touch-Ups voting, we also use Pinterest

to invite users to participate inour Pin It Yoursel (PIY) RoomRedesign Contest. (1) Participantswill begin the contest by creatingtheir own board called My PIYto DIY, to which they will startby pinning one picture romMy Colortopia. (2) They arethen instructed to pin pictureso all the dierent pieces theywould want in their dream room,such as colors, urniture, andhome dcor items. Glidden willhandpick the three most creativepin boards and award each othose participants with $500 togo towards purchasing the itemstheyve pinned. (3) Web bannerswill be utilized to drive trac tothe contest rom websites suchas Walmart.com, HGTV.comand BHG.com. (4)

We also created a new boardon Gliddens Pinterest page togive the My Colortopia bloggersa place to showcase their nishedprojects and provide helpul tipsand advice.

Facebook and Twitter will be usedto announce the PIY to DIY gameand drive trac to GliddensPinterest page. Schedules or

Timely Touch-Ups also will beposted on these platorms.

We will urther engageFacebook users with GliddensMom and Me Contest. FiveWalmart Moms, DIY bloggerson Walmarts website, willcreate un projects to do withtheir children using Gliddenpaint. Each week, a WalmartMom will post a project on theirblog and Facebook page. TheWalmart Moms ask their ollowers

to complete the same projectwith their children and post apicture o the nished producton Gliddens Facebook page.Each week, a $25 git card willbe rewarded to the participantwhose photo receives the mostLikes. The winners photo willalso be eatured as GliddensCover Photo or the duration othe ollowing week. (5)

Gliddens new Pinterestboards eaturing MyColortopia bloggers andWalmart Moms will remainactive past the fve-monthcampaign.

3

2

1

4

5


17/22

16CREATIVE

Redesigning the Glidden On-The-Goapp provides users with a simplied,better-organized, and user-riendlyinterace. By adding the projectwizard rom My Colortopia, Gliddengives users the ability to easilypick out paint colors and suppliesaccording to their specic project,even when theyre on-the-go.

PRINT

MOBILE

Our print executions were createdwith thoughtul attention to detail,each tailored to specifcally engageone o our three target segments.Our ads pay tribute to the uniqueinsights we discovered about eachindividual segment within eachgroup why they paint and howthey shop. Since our researchrevealed that shoppers are almosttwice as likely to consider buyingtheir Glidden at Walmart oncethey were aware o the unique in-store benefts, we made sure thosebenefts were clearly communicatedin all o our print executions.

APP

Magazine readers will continue tobe exposed to the benefts o buyingGlidden at Walmart.


18/22

17 MEDIA STRATEGY

80%

70%

60%

50%

40%

30%

20%

10%

0 %

In-storePromotion

$7,360,500

P

rint

$832,380

Te

levision

$690,000

BigSplashHot

&ColdEvent

$352,362

Contingency

$68,460

PaidDigital

$49,298

MEDIA STRATEGYOur careully targeted media plan willreach Walmart DIY shoppers using the media

they interact with the most. In-store signage,promotional materials, and events will comprisethe majority o our campaign budget. In addition,we will reach each segment o our targetthrough digital and traditional media. Selectcable spots will launch the campaign. Socialmedia will then extend the Walmart shoppers

Glidden experience beyond the store and intotheir personal lives. The combination o digital

and print advertising will allow the campaign toenter the targets homes and interact with them inthe places where they fnd their decorating andpainting inspiration.

During the fve-month campaign, approximately98.5% o the target market will be exposed

to one or more o our print, cable television,digital, web-based advertising, or social media

executions. But more importantly, they will beexposed to our in-store promotion at multipletouchpoints every time they enter a Walmartstore. We also estimate that our Big Splash andin-store promotions will generate over $2 millionin earned media coverage.

Miami,FL

Chicago,IL

Knoxville,TN

Dallas, TX

San Jose,CA

Seattle, WA

San Diego,CA

Philadelphia, PA

San Antonio, TX

Jacksonville,FL

Atlanta, GA

Houston, TX

HOT & COLD GAME LOCATIONSEach city was chosen based on metropolitan areas that have the highest population o people aged 18 - 64.7, 8, 9

These cities were then cross-reerenced with cities more heavily populated with DIYers. Each o the cities will garnertremendous earned media due to their proximity to large news stations, magazines, and newspapers.


19/22

18MEDIA STRATEGY

MEDIA PLANPAID MEDIACABLE/DIGITAL LAUNCHThirty-second cable spots on HGTV (Ages 25 - 54),

ABC Family (Ages18 - 64), and the Food Network(Ages 25- 54) will prepare our target or an interactivein-store experience with Glidden, and will specifcallyspeak to our second and th ird target segments10. Thesame spots will air on YouTube and Hulu as 30-secondads to reach users watching related videos andprogramming online.

IN-STORE LAUNCH EVENTWe will kick o the campaign with our Big SplashHot & Cold event. Executions include flling the storewith signage, stickers, and displays. The Big Splashwill occur on the frst Saturday o the campaign across12 stores, strategically located in media-saturated citieswith large DIY populations. Following the Big Splash,we will redesign the Walmart paint section and placesignage throughout each o the 3,500 Walmartstores that will remain in place or the duration othe campaign and beyond.

CAMPAIGN EXTENSION

Online web banners will live on BHG.com (Ages 45 - 64),HGTV.com (Ages 35 - 65+), DIYNetwork.com (Ages35 - 65+), and Apartmenttherapy.com (Ages 25 - 34) toensure that all three segments o Walmart shoppers arebeing eectively reached and are engaging with thecampaign11. In September, to extend the liespan o ourcampaign and ensure reach among the women in ourtarget who primarily utilize traditional media or inspiration,wewill place ads in HGTV Magazine one ull-pageback cover ad and one standard ull-page ad.

Magazine advertising will increase the requency amongemale Walmart DIYers. Additional print ads will also beeatured in Better Homes & Gardens (Ages 35 - 65+),and Parents (Ages 25 - 34) magazines12. These print

ads, which also will appear in the tablet versions o themagazines, will ensure that the older members o ourtarget are being reached, as our social media eortswill not reach them as eectively as they will the

younger portion o our target.

OWNED MEDIASOCIAL MEDIATo reach the many members o our target whoare active social media users, our campaign relies

heavily on users sharing on Facebook, Twitter, Pinterest,YouTube, and blogs. My Colortopia has seven bloggersthat will post DIY projects to be voted on or the in-storeTimely Touch-Ups. They will travel to their local Walmartor the Big Splash as special guests.

WEB BANNERS & E-BLASTSWe will advertise using media banners on Walmartand My Colortopia. Continued press throughout thecampaign will include bi-weekly e-mail blasts withinormation about Timely Touch-Ups.

EARNED MEDIA/PR EFFORTSPRINT & DIGITAL

We will disseminate media kits detailing the BigSplash event to print and online news outlets. Due tothe likelihood o excitement and high participationsurrounding the event, we anticipate media coveragerom various publications, including AdWeek,

Advertising Age, USA Today, Newsweek, WashingtonPost, CNN, ABC News, Hufngton Post, Bloomberg,CNBC, Fox Business, and local news sources in the12 cities in which the Big Splash event will be held.

BROADCASTBecause women in Segment 3 are heavy cabletelevision watchers, we will send our media kit tobroadcast stations with high ratings against this target,including Fox News, CNN, and MSNBC10.

SOCIAL MEDIAAccording to our research, Walmart shoppers o all

ages are using Facebook, and the younger shoppersalso use Twitter, Pinterest, YouTube and blogs. Thereore,our earned media strategy will utilize each o thesechannels to expand the reach o our teaser ads, the BigSplash, and the Timely Touch-Ups. Our Pinterest pagewill house a room makeover contest. We expect thatpeople in our target will share the content, generatingeven higher earned reach.

The relationships Glidden has with the Walmart Mombloggers and the My Colortopia bloggers are mutuallybenefcial. The Pinterest competition will increaseawareness o the bloggers websites and the bloggers

will, in turn, tell their an base/ollowers about thecampaign. All o our social media sites will gainLikes, ollowers, shares, etc. throughout the durationo our campaign and beyond.


20/22

19 MEDIA STRATEGY

MEDIA SCHEDULE & BUDGET

We would play, and we would win. We havenothing else to do but look or money.Segment 3, age 65

The Big Splash was received well by all three segmentsand is expected to result in high participation.

I there were more prizes Id be more likely to go tryit because theres a bigger chance that I could get it.Segment 1, age 19

We had originally planned on one $500 Golden PaintChip; however, we ound out that the younger segment

was discouraged by a single prize. We took this intoaccount and changed the reward rom one $500 prize tofve $100 prizes.

Im not sure at frst glance i I saw that in the oodsection I would know it was about paintI might justthink they are trying to get me to look at some newspices to buy. Segment 2, age 36

Ater showing them examples o our signage, specifcallythe mockup sign placed in the grocery aisle, our segmentswere conused by the ambiguity o the message andassociation to Glidden. In order to combat this conusion,

we slightly reworked the copy and added a paint can toeach piece o signage or additional clarifcation.

I I know or sure i it is ree and at your leisureII know I could be shopping and just drop by, Id beinterested.Segment 1, age 23

Although our target responded well to the idea o theTimely Touch-Ups, they were hesitant because we did notmake clear that it was ree, no registration required, andtake-home instructions would be provided in addition tovideo ootage released online ater it was viewed in store.

CONCEPTTESTINGMay 2014 June 2014 Jul y 2014 A ugu st 2014 Sep temb er 2014 CostCable TelevisionHGTV $360,000

Food Network $180,000ABC Family $150,000

Print + Tablet

HGTV Magazine $117,000

Better Homes & Gardens $526,640

Parents Magazine $188,740

Digital

HGTV.com $13,383

bhg.com $3,101

DIYNetwork.com $3,473

Apartmenttherapy.com $4,569

Hulu Video Ads $2,772

YouTube Video Ads $20,000

Big Splash Hot & Cold Event

In-store Signage $286,674

Promotional Materials $53,688

Food & Entertainment $12,000

In-store Promotion

In-store Signage $3,584,000

Paint Section Redesign $3,776,500

Timely Touch-Ups

Equipment & Materials $542,500

Recap Video Production $62,000

Owned Media

Facebook Page $500

Twitter Account N/A

Pinterest Account $1,500

YouTube Channel N/A

Walmart.com N/A

MyColortopia.com N/A

Earned Media - PR Efforts

Media Kits $42,500

Contingency $68,460

TOTAL COST $10,000,000


21/22

20MEDIA STRATEGY

CAMPAIGN EVALUATIONThe success o our campaign will be measured using monthly surveys o the DIY Walmart consumersawareness and consideration o Glidden paint at Walmart. In addition, we also will monitor theollowing activity to ensure the continued efciency o the campaign:

CITATIONS(1) Glidden (2013). Products. [ONLINE] Available at:http://www.glidden.com/collections/walmart-paints.do.[Last Accessed 11 Mar 2013].

(2) Walmart Corporation (2013). Return Policies.[ONLINE] Available at: http://help.walmart.com/app/answers/detail/a_id/9/~/returns-policy-by-department.[Last Accessed 11 Mar 2013].

(3) Glidden(TM) Paint Introduces Its Top 10 Growing UpColors. (2010). PRNewswire. [ONLINE] Available at:

http://www.prnewswire.com/news-releases/gliddentm-paint-introduces-its-top-10-growing-up-colors-91601324.html. [Last Accessed Mar 11, 2012].

(4) Walmart (2013). Walmart. [ONLINE] Available at:http://www.walmart.com/. [Last Accessed 11 Mar2013].

(5) Homedepot (2013). Homedepot. [ONLINE] Availableat: http://www.homedepot.com/. [Last Accessed 11Mar 2013].

(6) Lowes (2013). Lowes. [ONLINE] Available at:http://www.lowes.com/. [Last Accessed 11 Mar 2013].

(7) U.S. Census (2013). U.S. Census. [ONLINE] Avail-able at: http://www.census.com. [Last Accessed 11 Mar2013].

(8) GK Mediamark Research & Intelligence (2013).MRI+. [ONLINE] Available at: http://www.mriplus.com/site/index.aspx?AspxAutoDetectCookieSupport=1. [LastAccessed 12 Mar 2013].

(9) Ad-ology (2013). Advertise Smarter. [ONLINE]Available at: http://www.ad-ology.com. [Last Accessed11 Mar 2013].

(10) Nielsen Company (2013). Nielsen Research. [ON-LINE] Available at: http://www.nielsen.com/us/en.html.[Last Accessed 11 Mar 2013].

(11) comScore Inc. (2013). comScore Research. [ON-LINE] Available at: http://www.comscore.com. [LastAccessed 11 Mar 2013].

(12) Standard Rate and Data Service (2013). SRDS.[ONLINE] Available at: http://next.srds.com/nmp?new-sess=y. [Last Accessed 11 Mar 2013].

Facebook contest participation

Pinterest pins generated

Twitter ollowers generated

YouTube subscribers

Unique visits to MyColortopia.com

New blogger conversations

Glidden sales at WalmartHot & Cold event participation

Reach o media pickup

Timely Touch-Ups participation

Pinterest contest participation

Facebook likes generated

We have set aside a $68,460 contingency to allow or adjustments during the campaign as necessary.

Beore

Ater


22/22

The MIAMI Collective is a Miami-based advertising and publicrelations agency. Our team works to connect and relate to targetaudiences through innovative and effective campaigns. Each memberbrings his/her own talent to the table, creating a wide variety of skillsthroughout the group. We are young individuals in an au courrantcity, giving us a unique perspective in this ever-changing industry.

Meryl BlauCreative

Alyse LancasterResearch/Media

Katelyn MurrayStrategy Director

Estefania Aguilar

Associate Strategy DirectorDavid AvilesAccount Planner (Qualitative)

Kelsey QuinnAccount Planner (Qualitative)

Julie BowmanAccount Planner (Qualitative & PR)

Krystal AcostaAccount Planner (Qualitative)

Marjorie FigueroaAccount Planner (Survey)

Aaron MartinAccount Planner (Survey)

Jamie Santucci

Jr. Account Planner (Survey)Shayla GarciaAccount Planner (Creative)

Amilynn SotoAccount Planner (Creative)

Alexander GarabedianAccount Planner (Creative)

Megan MuettertiesJr. Account Planner (Creative)

Alexis PlairMedia Director, Traditional, Guerillaand Promotional

Khadija AndrewsMedia Director, Interactive, Digital,Mobile, Social

Lexi WhiteCreative Director

Tayler WhiteAssociate Creative Director

Ashley TestaArt Director

Christian NapolitanoJr. Art Director/Film Producer

Jordan LevySr. Copywriter

Carlos MellaSr. Designer

Kelly SmithCopywriter/Photographer

Danny BarryCopywriter

Sean PezzuloCopywriter

Daylin ReyesDesigner

Amanda DiGiammarinoDesigner

Lindsay CeceroJr. Designer

Jonathan FernandezSocial Media Specialist

Maggy Torres-RodriguezFilm Director/Editor

Maria LopezDrew BlauKent LancasterThe Napolitano FamilyLaura DurantMelissa Earp

Glidden National Student Advertising Competition Plans Book

Documents

Transcript of Glidden National Student Advertising Competition Plans Book