GLIDDEN QUALITY, WALMART VALUE YOUR PERFECT MATCH

A D V E R T I S I N G

executive summarythe challengetarget marketsresearchcreative strategythe big ideaevents that inspireshopper pathwaysservice experiencemedia planschedule & budgetcampaign evaluation

TABLE OF CONTENTS

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GLIDDEN QUALITY. WALMART VALUE. YOUR PERFECT MATCH.

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DEEP CORAL

A D V E R T I S I N G

Go ahead! Grab a paintbrush, a can of Glidden Brilliance, and a touch of

update, Glidden has the tools to “get you going!” Throw in the fact that you can

yourself with the perfect match.

platform campaign to increase awareness and brand recognition of Glidden paint

events that inspireshoppers to consider Glidden paint and recognize the brand’s involvement in

shopper pathway in order

on the service experience in and outside of the store will create an approachable

Glidden, a quality paint brand, is looking to increase consumer awareness and consideration of it’s product in

must team up to make sure consumers perceive the value of

THE CHALLENGE

EXECUTIVE SUMMARY

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OUR OBJECTIVES

“I would never consider buying paint at Walmart.”

“I didn’t even know they sold paint there.”

“Not clean or organized, so it’s not worth dealing with.”

“You ask five different people and no one knows where it is...”

Awareness of Glidden’s presence

viable retailer of paintGlidden’s utilization of technology such as social media and smartphone applications

Glidden’s existing brand theme into a campaign that can be

New marketing and promotional strategiesKey consumer insights in order to capitalize on target segments

Customer service by increasing knowledge of the product among

Perceived value of Glidden products that are offered at

INCREASE DEVELOP IMPROVE

FINDING THEIR PERFECT MATCH

Renters

experiences with others through social media and blogging

Have a small amount of disposable income, which is often spent on fashionable and trendy items

are spontaneous and impulsiveThink in the short term

to get to decorate their new rooms! Being from a small town and of the lower middle class, they do not have a great amount of disposable income, but James and Maria take pride in their home and want their children to be happy

kids a chance to be involved! To get ideas, Maria often searches Pinterest and other online blogging sites, as well as looking for inspiration in stores and in magazines (and magazines often have coupons for items she is looking

Renters or new homeowners

Have at least one child

Members of an ethnic minorityLower household incomeLiving in a rural area

Scott and Kelly are both 55 years old and well on their way to retirement (hopefully within the next 10 years!) with

doing crosswords and Sudoku puzzles in the paper, but have recently discovered that they can get the same thing years oldBaby boomersHomeownersCaucasian

Looking for ways to add excitement to their livesNot yet retired

Stabilizing force of their families

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UNDERSTANDING  OUR  TARGET  MARKETS

SEGMENT 1: SOPHIE

SEGMENT 2: THE WILLIAMS FAMILY

SEGMENT 3: THE DAVIS FAMILY

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THE WILLIAMS’ STORY

SOPHIE’S STORY

THE DAVIS’ STORY

match

Comparisons of Glidden’s competitors’ websites, apps and industry articles were reviewed to compare Glidden to other paint brands

OUR RESEARCH

Primary  research

SECONDARY  research

Largest industrial coatings and paint decorating manufacturerCompetitive paint formula (paint and primer in one that saves time and money)The voice of the Glidden brand targets all consumersCompetitively priced paintEmphasis on sustainability

No strong social media presenceUnderutilized app

Colorplace sold alongside Gliddenbuy paint, home décor, and groceries all at once

media platforms can be leveraged

STRENGTHSSWOT ANALYSIS

WEAKNESSES OPPORTUNITIES THREATS

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PERSONAL INTERVIEWS

CUSTOMER INTERVIEWS

EMPLOYEE INTERVIEWS

FOCUS GROUPS

STATES SURVEYED

SURVEYS

2,022TOTAL IMPRESSIONS

OUR SOLUTIONS

CREATIVE STRATEGYConsumers will be educated about

inspiration causing the strategy to be

from here forward will be to continue to remind consumers of the easy

that painting with Glidden can bring

with painting and design tips provided

Glidden “gets you going” to a place where paint and inspiration becomes your

This slogan communicates the quality product consumers have learned to expect from Glidden at the affordable price and convenient

THE BIG IDEA

MAKIN

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MATCH THE IDEA OF PAINT WITH WALMART IN THE MINDS OF WALMART CONSUMERS (IN THE CONTEXT OF GLIDDEN):

MATCH GLIDDEN BRILLIANCE WITH REAL DIY PROJECTS:

paint hotline/chat

MATCH WITH CONSUMER:

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Glidden will host events at

in order to empower and inspire

to purchase the Glidden

updated to improve customer’s

Through the use of recreated printed materials, color swatches and graphic elements, Glidden

Glidden’s new and improved

Current shoppers’ perception of the service available to them in

will be increased by making employees more knowledgeable

EVENTS THAT INSPIRE SHOPPER PATHWAYS SERVICE EXPERIENCE

GLIDDEN QUALITY. WALMART VALUE. YOUR PERFECT MATCH.

15% kit proceeds

Your Project. Our Paint. A Perfect Match.

EVENTS THAT INSPIRE

The top 20 Walmart stores by city population will be hosting an exciting “home on wheels” event from May to September 2014, in order to put Glidden and MyColortopia into the minds of the target consumers. Picture this: A large expandable truck enters the Walmart parking lot on a sunny Saturday afternoon. Inside the Glidden and Walmart sponsored truck, there is an expandable area with different rooms. Each room highlights a DIY project that can be easily duplicated at home by any of our three target markets. Social media and variable data printing (VDP) will be used to promote the events in each Walmart store area.

Purpose of the “Glidden Gets You Going” Tour Inspiration Rooms

DIY Inspired Kits

Tour truck serves as a moving billboard, while on the roadRooms are designed and decorated by the women of MyColortopiaDIY kits are available inside that lead customers to buy paint in storeDirect mail invitations utilizing VDP will increase awareness about the event

Pre-Contest

Participants will submit a picture of a DIY project they’re proud of via Instagram or Twitter using the hashtag #DIYWalmart(yourlocationhere) or post it on Glidden’s Facebook page to win a full DIY kit and $100 Walmart giftcard.

Post-Contest

Participants will submit a picture of their DIY project using our DIY kits via Instagram or twitter using the hashtag #DIYWalmart(yourlocationhere) or post it on our Glidden Facebook page.The “Glidden Gets You Going Tour” blog page allows consumers to follow the MyColortopia staff and receive updates on the tour’s progresss.Pictures and posts will be continually updated from city to city to leverage the event throughout the “Glidden Gets You Going Tour.”

Used to help shoppers get started on a DIY project who normally may have a hard timeKits provide supplies to create similar looks from the MyColortopia designed rooms15% of Glidden’s kit proceeds from the event will go to Glidden’s new partnership with Make-A-Wish Foundation®

Coming to a city near you!

Glidden Paint presents

On Saturday, May 24th visit your local Walmart® to tour a custom home and kickstart your very own

DIY paint project with help from our trained Glidden professionals.

R e j u v e n a t e   y o u r   p l a c e ,                  A d d   c o l o r   t o   y o u r   s p a c e .

Have a DIY project you’re proud of? Post it on Twitter and Instagram using #DIYWalmartDallas

and on our Facebook page for a chance to win a complete DIY kit.

G l i d d e n G e t s Y o u G o i n g #DIYWALMART

Dallas - Fort Worth - Arlington

Houston - Sugar Land - BaytownSan Antonio - New BraunfelsPhoenix - Mesa - GlendaleLas Vegas - Paradise

Minneapolis - St. Paul - BloomingtonKansas CitySt. LouisIndianapolis - CarmelCincinnati - Middletown ColumbusCleveland - Elyria - MentorPittsburghPhiladelphia - Camdem - Wilmington Washington DC - Arlington - AlexandriaCharlotte - Gastonia - Rock HillAtlanta - Sandy Springs - MariettaOrlando - Kissimmee - SanfordTampa - St. Petersburg - Clearwater

Kit Includes:

Tape, rollers, a paint brush set, a paint holder, two gallons of Glidden Paint, and a stencil

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SOCIAL MEDIA CONTESTS

“You’re only a few steps away from your perfect match.”

It’s time for Glidden to revamp its in-store displays and printed materials, as well as create awareness that Glidden paint is sold at Walmart. With our plan, Glidden will capitalize on all of its in-store printed materials with a newly updated print campaign and in-store atmosphere. Not only will many of Glidden’s printed materials be recreated, references to MyColortopia will also be added in order to increase awareness of the site. All of these tactics will heighten awareness and create goodwill in order to match Glidden’s image with the consumer’s preferred paint brand.

OF PEOPLE SURVEYED SAID IN-STORE DISPLAYS ARE MOST MEMORABLE WHEN SELECTING PAINT71%

GLI

DDEN

Teal Lake

Peacock Blue

Carribean Sea

Tropical Lagoon

Bermuda Bay

Clear Blue Sky

Sea Spray

Samples shown approximate actual paint color.

Available at

Teal Lake

Peacock Blue

Carribean Sea

Tropical Lagoon

Bermuda Bay

Clear Blue Sky

Sea Spray

Samples shown approximate actual paint color.

Available at

Teal Lake

Peacock Blue

Carribean Sea

Tropical Lagoon

Bermuda Bay

Clear Blue Sky

Sea Spray

Samples shown approximate actual paint color.

Available at

Teal Lake

Peacock Blue

Carribean Sea

Tropical Lagoon

Bermuda Bay

Clear Blue Sky

Sea Spray

Samples shown approximate actual paint color.

Available at

Golden Oats

GB1212-BC

Your perfect kitchen starts with the perfect paint. Match a shade like “Golden

Oats” from the Glidden Brilliance Collection with furniture and acessories to make your

kitchen truly personal.

Love the room pictured? Make it your own with Walmart items:

Tools to help you choose

and ready-to-use testers. Fall in love with it before

you live with it. The paint tester comes with a brush

need to test a new color on your walls at home.

Your Perfect Match Book

A Few Steps Away

Color Swatches

Provided in-store to help inspire shoppers“Your Perfect Match” features Glidden Brilliance Collection paint and modern ideas to reinvent the homeContaints pages of room designs featuring Glidden paint and Walmart furnishingsInspires Do-It-Yourselfers to take on paint projects they never thought they could

Giant, Glidden “Red Geranium” footprints “drip” into

This is a simple solution that leads customers from the entrance directly to the paint sectionThe “You’re only a few steps away from your perfect match” sign catches customers attention at the paint section entry way

Multiple color shades on one swatchPerforated color swatches allow shoppers to rip off colors at home to help match their décor, walls, and furnishingsPunched holes on swatches give consumers the opportunity to link and organize the swatches on a ring

Capitalize on “MyColortopia” blog space using Facebook, Twitter, and Instagram with #MyColortopiaPlace MyColortopia logo on the side of each Brilliance can, as well as on paint swatchesCreate a tab on Glidden’s website that takes viewers directly to the MyColortopia site

Inspiration station display houses new Glidden print materialsLow cost, impactful display highlighting paint and primer in oneDisplay heading: “The brand you trust at the low prices you love”

Taking MyColortopia to the Next Level

Matching Walmart Décor

Use light colors on walls and ceilings to open up

an area or to create a soft and airy space. Design

furnishings may be light in nature. Consider light

woods, warm tones, or bright metals to create a QUESTIONS? 1-800-GLIDDEN www.glidden.com

Available at

Pick up your Glidden Paint Tester today,

and let Glidden get you going.

Warm WhiteGBC-1001

Powder GrayGBC-2505

MochaGBC-7641

Glidden cards will be placed within Walmart’s home décor and furnishings section to highlight matching color schemes between products and paintCards offer convenience to shoppers

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Direct Mail CouponUses personalized message to attract target segment’s attention

Inspires customer to pursue their DIY project by presenting them with a coupon

IN-STORE IMPROVEMENTSGAMIFICATION

Now Available at

Ads will be interactive– shoppers can roll over ads and a larger image will appear with more informationAds will advertise Walmart’s expert Glidden knowledge and Glidden’s extended hours helpline

Web Ads

Why use Gamification? It is projected to grow to a$2.8 Billion dollar industry by 2016.

1-800-GLIDDEN hours are extended through the weekend when most consumers perform DIY projects Educated operators wait on staff to answer in-store and at-home painting questions Help Line is advertised in store and through social media

Extended Help Service

1-800-GLIDDEN

ONLY 2% OF CONSUMERS SURVEYED SAID THEY SHOP AT WALMART BECAUSE OF HELPFUL EMPLOYEES.

Our target markets value their time and they do not have much of it. It is essential that consumers be assured they will receive knowledgeable assistance when buying Glidden paint at Walmart. To create a customer-service oriented environment we will install

productivity and to boost morale. For customers left with questions not answered in store, we have extended the 1-800-GLIDDEN help line hours and leveraged the MyColortopia website. Easy access to a more friendly and knowledgeable Walmart employee will do wonders for changing Walmart shopppers’ views of customer service and thus increase customer engagement within the paint section. We will match any customer’s needs with the help of an experienced Walmart paint employee.

the act of integrating game-play mechanics for non-game consumer activities

Replaces boring training videos with interactive, user-friendly gamesChallenges employees to match paint colors with their names, as well as test knowledge of mixing paint Used for employee training, as well as consumer recreation Outsource to Bunchball, the “World’s Most Advanced

Find Your Perfect Match

Now Available at

Visit your local Walmart for help on your next DIY project from Glidden paint experts.

Need Help? Call 1-800-GLIDDEN

“Glidden Paint Pro” button to be worn as part of uniformGiven to those employees who have achieved a certain level in employee

employee is knowledgeable

Expert Badge

Paint Pro

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Located on paint deskSends a request via the PA system for an expert paint employee to assist a customer at anytime throughout the daySimple and easy to usePlaced in every Walmart to make the

Broadcast on in-store televisions to promote the Glidden brandCreate awareness that Glidden is involved in community outreach programsDrive customers to the paint section to consider Glidden paint

CALL BUTTON WALMART SMART NETWORK

SERVICE EXPERIENCE 15

MEDIAPLANObjectives

Strategies

tactics

overview

owned

paid

Nationwide: Increase awareness of Glidden Paint at Walmart.Target Markets: Increase Glidden Paint sales for customers already shopping at Walmart.Create buzz through direct mailings, nationwide events, and online advertisements.

Walmart Website

The Walmart website will allow customers from the three target segments who already shop at Walmart to understand and be aware of the fact

Glidden Website

The Glidden website will provide information about their retail outlets,

aware that Glidden paint is sold at Walmart. This will be a way to increase

Glidden brand. Facebook

The role of Facebook will be to interact with Glidden customers on a more personal level by posting informantion about Glidden paint events, providing coupons, and keeping consumers up to date on the latest Glidden paint information. Facebook will also be used as a way to attract more Glidden paint customers and Walmart shoppers to increase awareness of the brand’s presence in Walmart and to increase Glidden paint sales in Walmart.

Twitter

Glidden’s Twitter will be used to keep Glidden followers up to date on new paint products, nationwide DIY events, and the presence of Glidden paint in Walmart.

Pinterest

The role of Pinterest will be to provide inspiration to loyal Glidden customers through posting DIY projects, painting tips, and more. Pinterest also allows followers to repost and repin Glidden’s project and paint ideas, which will increase the brand’s reach and number of impressions throughout Pinterest.

MyColortopia

MyColortopia will allow Glidden and Walmart customers to interact with Glidden representatives and DIY bloggers who have experience with project creation, painting, and the Glidden brand. MyColortopia will provide inspiration and assistance to the three target segments to empower them to tackle their own DIY paint-related projects.

Online

93% of Female millennials use the Internet70% of parents with a child use the Internet

Walmart TV

Has the ability to reach as many as 200 million households weekly in 3,600 stores

Direct Mail

Has the ability to reach 300,000 households from June to SeptemberVDP direct mail piece will invite consumers from top 20 cities to the DIY Day Event

The campaign from May 2014–September 2014 will focus around the campaign’s central theme: “Glidden quality, Walmart prices. Your perfect match.” It uses a combination of traditional and nontraditional media in order to increase Glidden’s paint sales at Walmart among the three target segments.

The role of owned media is to build long-term relationships with existing and potential consumers within the target markets.

The role of paid media is to form a foundation that ultimately feeds owned media and creates earned media.

strategic areas. Walmart sales and population data was used in these decisions. Activate the campaign from May to September because this period coincides with the summer season and optimal times to renovate home. Target the top 20 Walmart markets based on population for each of the three target segments.

Media decisions are based on research for each of the three target audiences. Some media efforts are geared to a single target market, while other mediums can be used for all three segments.

Top 20 Cities % Population

Tulsa, OK 42.25 937,478

Oklahoma City, OK 41.29 1,252,987

Albuquerque, NM 41 887,077

Birmingham-Hoover, AL 38.2 1,128,047

New Orleans-Metairie-Kenner, LA 36.13 1,167,764

Louisville/Jefferson County, KY-IN 35.83 1,283,566

Dallas-Fort Worth-Arlington, TX 35.4 6,371,773

Jacksonville, FL 35.05 1,345,596

Atlanta-Sandy Springs-Marietta, GA 34.72 5,268,860

Dayton, OH 34.71 841,502

Memphis, TN-MS-AR 34.05 1,316,100

Salt Lake City, UT 34.05 1,124,197

Milwaukee-Waukesha-West Allis, WI 33.57 1,555,908

Tampa-St. Petersburg-Clearwater, FL 32.62 2,783,243

San Antonio-New Braunfels, TX 32.38 2,142,508

Kansas City, MO-KS 32.09 2,035,334

Richmond, VA 31.8 1,258,251

Orlando-Kissimmee-Sanford, FL 31.67 2,134,411

Rochester, NY 31.67 1,054,323

Austin-Round Rock-San Marcos, TX 31.12 1,716,289

Top Populated Walmarts

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Public Relations

Through the “Glidden Gets You Going” Tour a series of earned public relations will be launched. By successfully executing the multi-state tour, several newspaper and television news stories should be earned in local and hopefully national media.

Word of Mouth

The “Glidden Gets You Going” Tour and the earned public relations will help to inspire positive word of mouth for the Glidden brand at Walmart. The social media campaign associated on either side of the “Glidden Gets You Going” Tour will encourage conversations with the Glidden brand.

The role of earned media is to listen and respond. It is the result of well-executed and well-coordinated owned and paid media. It includes blogs, social media, videos, comments, pictures, stories, applications, ratings, feedback, word of mouth, and buzz.

CAMPAIGNSCHEDULE

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EVENTS THAT INSPIRETruck LeaseTruck Paint DesignTruck cost per day (30 days)

Room DesignsGift CardsDIY KitsMake-A-Wish DonationGiveaway KitsVDP InvitationDIY Day Promoted TweetDIY Tour Total

$50,000$5,000$30,000$3,000$4,000$2,500$7,500$1,600$50,000$200,000$353,600

SHOPPER PATHWAYFootprintsFlyersPOP DisplayWalmart Smart NetworkDirect MailIn-Store Total

$705,000$350,000$210,000$700,000$6,000.000$7,965,000

SERVICE EXPERIENCE

Expert BadgeCall CenterCall ButtonService Total

$17,000$112,000$176,400$525,000$830,400

DIGITAL MEDIAInternet AdsDigital Media Total

$750,000$750,000

TOTALSEvents That InspireShopper PathwayService ExperienceDigital Media

Unanticipated Costs

$353,600$7,965,000$830,400$750,000

$101,000

SEPTEMBERAUGUSTJULYJUNEMAY

EVENTS THAT INSPIRE

SHOPPER PATHWAY

SERVICE EXPERIENCE

DIGITAL MEDIA

DIY DayVDP Direct Mail

FootprintsFlyers

Color SwatchesWalmart Smart Network

Direct Mail

Expert BadgeCall CenterCall Button

Social MediaInternet Ads

Impressions

(in millions)

68.67.5

65.9????

200*7.5

2*??????

.02111.3

*The Walmart Smart Network will reach 200 million households

TOTAL IMPRESSIONS: ????????? TOTAL BUDGET: $10,000,000

IN THE FUTURE

CAMPAIGN EVALUATION

HOW THE PERFECT MATCHMEETS ITS OBJECTIVES

Works  Cited

MONITORING PLAN FOR 2014

POST-CAMPAIGN MEASURES

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Following exhaustive primary and secondary research, 615 Advertising has created a multi-platform advertising campaign designed to match the three target markets with DIY inspired projects using Glidden paint from Walmart.

The campaign revolves around in-store purchases, with an

monitored by Walmart’s current customer tracking system.

Glidden can measure the success of this campaign through:In-store salesGreater presence in social media conversationsTurnout to DIY-Day eventsIncreased viewership to Glidden’s section of Walmart.com Higher page-views for MyColortopia.com

Earned media

The primer of this campaign are events that inspire Walmart shoppers across the United States to add color to their lives. This campaign will ultimately lead to increased awareness of Glidden paint at Walmart amongst current Walmart shoppers. DIY Day in 20 Walmart locations (based on stores closest to high-populated cities), which will reach all segments of current Walmart shoppers

required tests, he or she will be considered a Glidden Paint Pro, and will be given a special pin.Promote MyColortopia.com, Glidden’s own social-media website. MyColortopia appeals to segment one, but averages less than 100,000 page views per month. 615 Advertising will promote MyColortopia on multiple platforms, from paint cans to in-store displays.Numerous in-store promotional techniques: From an “Assistance Needed” call-button, to new color swatches. In addition, red “footprints” with the Glidden logo placed every 3 feet from the entrance of the Walmart storefront

by all segments, and thus will increase sales in the department. Promote 1-800-Glidden, and increase the service days from Monday–Friday to seven days a week.

CREATIVEJeanne AndreaniLindsay BattagliaChristian BenedixNora BrazellKelsey BrownLaura GarvinKatherine KarnsBenjamin LederCarah LeeWilliam LogueAnna LynchMargarete OstermayerSamantha OstmanJames PepperKendall SeagrovesLeah ShafferKatie StokesLauren TeagueTierra WashingtonJake Hutchinson

ACCOUNT SERVICESBlair BolenRyan BurtonCaitlin ChriseyJordan DowdCaroline FuquaKatherine MatthewsSelvy MirosMeghan MoersenLeslie OlsenEmilee PayneLibby ProctorLauren ReichardSara ShumpertKara SigmonKathleen Wilkins

MEDIAKelly CaporasoKathleen ClarkePaige CleggJessica CrenshawSamantha FischerEllie FitzgeraldCJ MayerCarly MillerJessi MorleySarah PadvaAndrew PosenChelsie WilliamsBecky WilliamsBrandy McRea

IMPORTANT CONTRIBUTORS OF TIME, TALENT, AND RESOURCES: Dr. Barbara Speziale, Dr. Mary Anne Raymond, Ty Thornhill, Joe Erwin, Roger Beasley, Melissa Edwards, Kevin Purcer, Ted Durham, Tullen Burns, Joe Gilman, Kelly Cook, Kathryn Mudge, Brittany Link, Anna Bartok, Jon Versace, David Dean, Imani Scope, Page Perkinson, Joanne Marcou, Katie Mooney, Heather Fine, Audrey Searles, Allen, Bosworth, our research participants, and our family and friends

A D V E R T I S I N G