Table of contents

Table of Contents Executive SummarySituation Analysis Target Audience Hispanic Market Research Strategy Creative Promotional MarketingMediaMeasurementAppendix

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Executive summary

The Challenge

To build awareness and consideration for the Glidden Brilliance brand within Walmart among three segments: young millennial women, rural minority families and baby boomers.

Source: Case Study Pg.12 & Clarification Memo 3/1

The Plan

Reposition Glidden Brilliance from merely a paint to a home decoration necessity through an intelligent strategic partnership available exclusively at Walmart.

Hoof & Horn Advertising will accomplish this by:• Forming a partnership between Glidden Brilliance paint and

home decor to ensure Glidden is thought of as the first step in home decoration, not just a paint

• Implementing a digital marketing strategy using the latest trends in technology to endear these new targets to a specific Walmart purchase

• Using a variety of in-store advertising and promotional tactics to leverage the 72 percent of Americans that visit Walmart consistently

• Utilizing an umbrella advertising campaign to speak to multiple target segments with spot media to effectively achieve business and communication results

Situational Analysis

Currently, Glidden Brilliance paint offered exclusively at Walmart has the opportunity to create the convenience and home decorating paint market. As the perception map shows below, no other brand is poised to own this new demand.

Brand Perception Map

Speciality paint stores

One-stop shop(convenience)

High price/high quality

Low price/ low quality

@ The Home Depot @ Lowes

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Target Audience

Segment 1

Lifestyle

Demographic

Living Situation

Behavior

Inform

Segment 2

Remind

Segment 3

Persuade

Quick Budget: Young, newly independent with low income. They

want to personalize their space easily and on a budget.

18-29, Millennials, female

Renter

Devoted Walmart shopper

Confidence in starting home decor projects

Resourceful

Paint price more important than color

Self-sufficient

Walmart shopper but not for paint

Does not enjoy painting

Utility and maintenance driven

Sacrifices paint color for convenience

Would rather shop at home improvement stores

Homeowner Homeowner Homeowner downsizing

28-35, females with children, rural

28-35, females with children, rural, hispanic

49-60, Caucasian, baby boomers

Cheap Family Fix-ups: Walmart-loving mothers in rural areas. They want a cheap

but not cheap-looking space for their families.

Beautiful but Empty Nests:Baby boomer couples with a newly empty

home and the sense to want it looking refreshed.

Aspiration

Frequently shops at Walmart

Lacks confidence in their painting abilities

On-the-go

Sacrifices paint color for convenience

Loyal Walmart shopper

Loves involving family members in

projects

Brand loyal

Cost-conscious

Glidden Customer Lifetime ValueThe amount of paint the average consumer purchases per year (8 gallons)*; the value of a loyal Glidden customer is $8,640 over a 40-year period. This means Glidden will generate an average of $90 of revenue per new customer acquisition over a five-month campaign period. We recommend that Glidden spend no more than $40 per new customer acquisition, to leave room for healthy profit potential. *Based on painting entire interior of 2,000 sq. ft. home every three years at $27 per gallon.

Source: US Census American FactFinder, 2013. Glidden.com paint calculator, Colortopia

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“Hispanics are the fastest growing minority group in America, representing 56 percent of the nation’s population growth in the past decade.” 2010 U.S. Census

Throughout our research we have found the importance of speaking directly to young Hispanic mothers through spot media vehicles.

Recommendation Extend the Hispanic overlay to segments 1 and 3.

Hispanics are more likely than any other minority group to have taken on a DIY project in the past 12 months. This group has the highest confidence in their skill level and are more assured in their purchasing decisions.

Sources: Simmons Data

What does this mean for Glidden?Glidden has the opportunity to create brand loyalty within this rapidly growing sub-segment.

What does this mean for our campaign?We will specifically reach out to Hispanics to drive brand awareness and consideration for Glidden Brilliance. We will use additional media resources to target this sub-segment.

We have found multiple benefits to talking specifically with the Hispanic community.

own their own homes, up from 40% in 1993

did an interior painting project within the last 12 months

of all Walmart grocery shoppers are Hispanic

47% 39%

19%in purchasing power$1 trillion

Hispanic overlay

+42%

+1%

+56% +142% +167%

Projection U.S. Population Growth From 2010 to 2050

Total WhiteNon-Hispanic

Black Asian* Hispanic

*Excludes American Indian, Alaska Native, Hawaiian & Other Pacific IslanderSource: U.S. Census Bureau Population Projections

Sources: U.S Census, Simmons Data, Infographic List

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Determine what attributes and benefits are the most important to our targets when purchasing paint

Ascertain what motivates our targets to purchase paint

Discover Glidden Brilliance’s brand perception among target markets

Research

Ethnographic Research

At the start of our primary research our team visited over 80 Walmart stores in various markets to better understand the paint buyer’s experience and the overall layout of the paint section.

Survey

Our extensive discovery period helped us design our 26 question survey which was distributed through online portals. We gleaned insights from the 565 surveys completed in 35 different states and provinces by our target demographics.

We started with the following objectives:

Unearth the unique characteristics of Walmart that are considered to be the most compelling to current consumers

Define what is affecting awareness and consideration of the Glidden brand at Walmart

35% Currently shop for home decor when shopping at Walmart.

43% Define convenience as being able to go to one location for all their needs.

Friends and family are the primary source of information when beginning a home improvement

project for all three segments.

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Key insights from our survey:

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From here we felt confident enough to begin conversing with our targets.

Personal Interviews

We asked each member of our team to interview a minimum of six people in our target demographics. On Black Friday, we attended several competitors’ “Doorbuster Deal” events, and noticed members of each segment exhibit strong brand loyalty towards certain retailers and most were unaware Walmart sold quality Glidden Brilliance paint.

We attended Conga Caliente, the second largest Hispanic family festival in Florida. We learned that while many are avid Walmart shoppers, most are unaware the retailer sells paint.

We took part in the Tampa Bay Times Home Show, an annual event that brings together brand loyal consumers from segments 2 and 3, as well as home improvement experts. We

discovered brand name is very important to people who have more home improvement experience.

"Walmart sells paint? I honestly had no idea. I don't currently have a need for paint, but if I did, offering

it at Walmart makes it more convenient.” -Allie, 23, Austin, TX

“I would buy paint at Walmart. If I am needing paint and I’m in Walmart, I’ll go and get the paint there. If I need paint, I don’t really care where I buy it.”

-Steve, 53, Pittsburgh, PA

Think Tank

“Yes [I would purchase paint]; I buy everything at Walmart.”

-Lindsay, 32, hispanic mother, Zephyrhills, FL

Although the research we conducted was informative, it was not enough. We wanted to talk with people the way they talk with each other. Our conversation with the segments needed to continue. So we created the Think Tank using a medium our consumers were comfortable with, then filled it with a hand-selected sample of our target.

What is the Think Tank?

We created a private Facebook group and were able to continually receive crowd-sourced feedback from our sample. Over four and a half months, the 47 member sample from 24 markets answered a few questions each week.

Three moderators asked questions on an alternating schedule and encouraged the respondents to spark discussion with one another, while providing in-depth explanations of how they felt. Topics ranged from simple fill-in-the-blanks to concept testing our campaign strategy and creative executions.

Two comment curators were put in place to make sure the conversation continued and interactions between the sample took place.

How we selected the sample

We filtered members based on demographic factors such as age, gender, ethnicity and marital status. We also determined whether they were home improvement and DIY friendly, assuring accurate results.

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Think Tank Insights

Color schemes and palettes are useful and important to our targets.

Smaller projects are preferred and classified as cleaning, changing paint and home decor.

Using the name Better Homes with Glidden would help increase brand credibility.

The Insights for Success

Smaller, simpler paint projects are preferred: The majority of our targets enjoy smaller projects, such as painting accent walls and replacing home decor items.We will promote a smaller Glidden Brilliance paint size in order to encourage smaller home decor projects.

Perceived value trumps pricing extremes: They do not want the cheapest brand of paint because they know it is not the best value. Through our partnership initiative with Better Homes and Gardens, we will increase the perceived value of Glidden Brilliance paint.

Paint defines home decor: Many people believe that painting a room or even a wall, is an essential step in the home decor process. Create a need in the consumer’s mind by positioning paint with home decor.

One-stop shopping outstrips color: Our targets define convenience as being able to buy their paint and home decor in one place and are willing to compromise on color choices to get their shopping done in one trip. We will use Walmart to our advantage by offering home decor and paint in the same section with pre-selected color palettes.This will make Glidden Brilliance a convenient home decor paint and encourage consumers to complete paint purchases in-store.

Partnerships enhance perceptions: Our targets say that partnering with a prominent home decor brand would raise awareness and consideration in-store. Our campaign will implement a home decor partnership with Better Homes and Gardens which will be the key to success in improving perception, raising awareness and increasing consideration in our campaign.

Recommendation to keep the Think Tank

By continuing this group or a similar group, Glidden will receive constant feedback from consumers who know and understand their brand. The implementation of small incentives will also build “influencers” within the community and help the brand strive for “advocates”.

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Glidden has recently begun incorporating home decor in their messaging. However, we feel partnering Walmart’s top quality paint, Glidden Brilliance, with the retailer’s top quality home decor, Better Homes and Gardens, will reinforce and leverage this combination of products, strengthening both the brand and messaging.

Marketing Objectives

1. Raise consideration among our target markets by pairing Glidden Brilliance with home decor items.

2. Drive purchase across all segments with targeted marketing, communication, advertising and promotion of paint and home decor.

3. Increase Glidden Brilliance paint sales in Walmart to surpass ColorPlace paint sales.

4. Utilize Walmart and its resources as a medium to coordinate with home decor.

strategy

Remind• Remind our target markets that paint is a part of the home

decorating process• Improve brand affinity by providing the target markets with

all of their home decor needs• Encourage our target markets to prefer the Glidden brand

over ColorPlace

Persuade• Persuade our target markets to purchase the Glidden paint

that fits their home decor• Motivate our target markets to recommend the Glidden

paint brand to friends or family• Reach our target audiences through media channels that

facilitate a conversation

Communication Objectives

Inform• Inform our target markets of the Glidden brand in-store• Educate them of the partnership between Glidden and

Better Homes and Gardens• Ensure our target markets leave the store knowing Glidden

is a home decor paint brand

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home.

Tone and Manner Heartwarming, real-life moments delivered in a subtle manner.

Messaging Consumers should purchase Glidden Brilliance because it is the best quality paint in a location that offers other variety of home decor options. The Better Homes and Gardens brand has a large presence in the Walmart home decor department. Better Homes & Glidden is a partnership that will position Glidden Brillance as a home decor paint brand.

Better Homes and Gardens Partnership Better Homes and Gardens and Glidden Brilliance coexist within Walmart. Better Homes and Gardens has a positive brand perception and is already established as a home decor authority. Pairing the two brands will strengthen Glidden’s credibility in home decor and consequently in paint as well. In addition, other brands such as Benjamin Moore and Pottery Barn are currently leveraging partnerships. While that partnership speaks to a segment of a higher income range, Glidden’s partnership with Better Homes and Gardens will be available to lower income segments.

Glidden will be there to integrate paint into the home decorating process by providing the consumer with a more complete picture of home decorating and improvement.

ThemeHome decor is incomplete without paint and the best decision any Walmart shopper can make about home decor is to paint with Glidden Brillance. With Better Homes & Glidden, home decor starts and ends in Walmart: starting with Glidden Brilliance paint and ending with a better

Home decor

paint.begins with

Consumer Promise

Positioning

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Creative Strategy

To represent the partnership that will drive our campaign, we chose the imagery of a red door. The red door is a visual union of Better Homes & Glidden. By bringing the front door, a quintessential symbol of home, together with the Glidden red, we created a visual motif for our campaign that represents the fusion of our brands, the movement of Glidden into the decor space and the importance of color in making a house a home.

“Open the Door” Campaign

The act of opening a door represents different things depending on who you are and where you are in your life. Our creative centers around

opening doors both literally and metaphorically. For a person coming to the end of a long trip, opening a front door means a return to a safe and familiar space. When a person moves into a new home, they are opening the door to a new chapter of their life. To purchase Better Homes & Glidden is to open the door to possibility, new beginnings, creative expression and home.

Creative

In-Store

Cart Redesign: A select number of carts will be painted a variety of colors and will showcase our “Open the Door to...” tagline on the handle.

Parking Lot Banner: Banners that feature Better Homes & Glidden doors will hang from light poles in Walmart parking lots. This will provide a sneak peek into our brand partnership.

Pop-up Showroom: Small showrooms will be positioned outside of select Walmart stores allowing consumers to interact with the Better Homes & Glidden products. Digital interaction via social media will allow users to share the Better Homes & Glidden experience with friends and family.

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Department Merger: An aisle of Better Homes and Gardens decor items paired with Glidden Brilliance colors will enhance the visibility of the brand and solidify its partnership with home decor.

Aisle Progression: Three consecutive ads will be placed within an aisle showcasing the progression of a room’s decor makeover. These will act as reminders of the possibilities offered by the co-branded partnership.

Decor Swatches: Paint swatches in aisle will feature a full color palette with matching Better Homes and Gardens decor items. The swatches will provide a catalog detailing home decor options, complementing the color palette.

Pens: Paint brush pens will be distributed to select Walmarts. These will act as souvenirs and reminders of Glidden Brilliance’s presence in Walmart.

Lanyards: Specially designed Better Homes & Glidden lanyards will be given to employees and showroom visitors. This will activate discussion with Walmart employees and customers on the new synergy of the two brands.

Smart Network: This is Walmart’s network that reaches consumers instore through digital display. Better Homes & Glidden will promote products on the network.

Traditional

Spot Radio: 15-30 second radio spots will introduce the partnership of the Better Homes & Glidden brands.

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Circular: Weekly circulars will introduce the Better Homes & Glidden partnership and reinforce the idea of decor paint by pairing a Glidden Brilliance color with a Better Homes and Gardens item.

Guerilla: We will be placing our red door decals on select elevator doors in major metropolitan markets. Once open, the inside of the elevator will reveal decals created to simulate a room designed with Better Homes & Glidden products.

Print: Peel back ads featuring red doors that will open to reveal rooms furnished with Better Homes & Glidden. Personalized ads will speak to the different segments.

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Digital

Augmented Reality App: Users will hold their mobile devices up to one of three red doors placed in-store. Once a door is selected, users will experience a virtual showroom. A can of Glidden Brilliance paint will be hidden within each room. Once found, users will receive a digital coupon for a Glidden Brilliance product. At home, consumers will be able to see rooms designed with Glidden Brilliance paint and Better Homes and Gardens decor. One door will allow them to create and view their own Glidden “Brilliant Space” with the items they saw in-store. Select items will display product names and customer reviews.

Online Banner/Mobile Ads: These banners will feature our red door, which will open to themed Better Homes & Glidden inspired rooms. When clicked, users will be directed to the microsite.

Youtube/Hulu Pre-Roll: The videos will feature three unique storylines of the “Open the Door” campaign.

8tracks.com Playlist: A list of songs selected for painting projects will be featured on 8tracks. Painters will be able to choose their mood and genre for songs to be played while painting and share their playlist on social platforms.

Suggested names for Glidden playlists are:

• Segment 1: Lady in Red which will feature pop, country, and top 100 hits

• Segment 2: Our House which will feature contemporary, latin hits, old skool hip hop, and smooth R&B

• Segment 3: Painting with Masters which would feature classic rock, jazz, and 80’s hits and country

Digital Magazines: Users can change the color of the walls after the door opens to customize the room to their liking.

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The United Service Organization (USO) is a nonprofit that provides various forms of support to members of the military and their families. Through our research we have found American-based companies supporting the military would generate brand recognition and consideration.

Our Think Tank agrees

Together the USO and Better Homes & Glidden will help find and organize home makeovers for soldiers returning from war. The makeovers will be documented through the initial trip to Walmart to the soldier’s return home. These stories will be shared across the company’s social media platforms using #GliddenHomeComing.

Glidden red doors will be placed around soldiers’ hometowns as forms of guerilla marketing. The doors will include QR codes that will allow access to our augmented reality app. Through the app, consumers can scan doors that reveal soldiers’ stories and home makeovers.

In addition to posters within the USO and Walmarts, press releases about this initiative will be sent to the top 25 military spouse/mom blogs such as The Meat and Potatoes Life and Deployment Diatribes.

Promotional marketing

Reaching Bloggers

We will also focus on home design, DIY and mommy blogs providing them with free samples of Glidden Brilliance paint for consumer review. These blogs would include: POPSUGAR Home, Retro Mummy, Dormify and P.S. I Made This.

Brilliance Foundation Scholarship Fund:With every can of Brilliance paint sold, Glidden will donate one dollar to a scholarship fund set up to assist military veterans and families pursuing higher education. Scholarship award winners will be featured on the Glidden campaign microsite in conjunction with local media exposure.

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Media

Digital

$1,115,000 To increase Glidden’s presence in the digital space, and leave the door open for the campaign to expand nationally. We will be implementing SEO, mobile technology, and social media.

$100,000 Display/Rich Media AdsAdvertising networks will allow us to target our desired audiences online. Undertone delivers more than 20,000 high-precision target audiences with high reach across the web. Rising Stars ad platforms will be implemented.

$75,000 SEO/PPCForty-four percent of online shoppers begin by using a search engine. SEO and Pay Per Click ensure that Glidden and Walmart are synonymous with home decor and will appear when users search specific keywords. This will drive traffic to the microsite through paid and organic search.

$85,000 Mobile AdsNine out of ten respondents reported using their phones to scour for deals, coupons and specials. Geotargeting near Walmart locations will drive consumers to the microsite and into Walmart. This tactic would target segment 1 and 2 who use their phones most often.

$800,000 Digital/Traditional Magazine Magazines have a high pass along value and vivid imagery among segment 3. Interactive digital editions reach segments 1 and 2. We will place ads in magazines such as: Good Housekeeping, Better Homes and Gardens and Ser Padres.

We chose our spot markets based on states and DMAs which index over 100 for frequent Walmart shopping in all segments; with the exception of California and New Mexico, which index extremely high for Hispanic shoppers.

Strategy

Utilizing spot marketing through in-store promotions with a digital focus that has potential to expand nationally and continue past 2014.

Tactics

Two-thirds of the media budget is allocated to creating a Glidden brandscape through Walmart stores. One-third of the budget is designated to national advertising to increase awareness and correlate with the in-store changes.

In order to best utilize the budget, we will be targeting key DMAs where segments shop more than 10 times in four weeks at Walmart. Timing: May 2014- September 2014.

Spot Markets: A collaboration of the DMAs

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Social Media

$5,000 Allows the brand to interact with consumers on a moment to moment basis. These interactions will build brand equity and legitimize brand experience.

Promotes real-time online discussions between consumers and the brand.

Will build the brand’s SEO and encourage Google “hangouts” with professionals and the consumer.

Will drive referral traffic while increasing backlinks.

Vine is a 6-second video sharing platform integrated with Twitter. Will drive traffic to our Twitter, YouTube and microsite through feedback links.

A cost efficient medium to launch 15-30-second ads targeted towards segments 1 and 2 on Hulu as well as all segments on YouTube.

$100,000 8tracks.com is a simple and free way for people to share and discover Glidden’s painting playlist.

Microsite

$0 Newspaper Walmart will feature Glidden Brilliance and matching home decor once a month for the duration of our campaign in their FSI Weekly ads.

$85,000 Spot Radio Specifically for segment two, this medium reaches 95 percent of Hispanics and African Americans ages 18-49 who listen for an average of 14.5 hours per week.

$110,000 Gas Station Pump AdsWe found that 70 percent of participants recalled advertising shown on the Gas Station TV network. Results from the study also showed that an exceedingly high 50 percent of respondents recalled one or more brands.

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$6,200,000 In-StoreThis will concentrate on Walmart stores that have a larger product selection and heavier traffic.

Through secondary research we have found:• 32 percent of 18-34 year olds• 21 percent of 55-64 year olds• 82 percent of Hispanics ...are more likely to make in-store purchase decisions in Walmart.

As the case study states, 120 million Americans are shopping in-store. We will spend most of our budget in Walmart, hitting our target segments with strong in-store advertising. Spending most of our advertising dollars in a medium where our consumers are shopping will increase consideration for purchases.

Traditional Advertising

$2,085,000 The traditional advertising we have chosen is essential to reach our specific segments. We will reduce wasted ad dollars by specifically targeting our spot markets to speak directly to our audience.

$700,000 GuerillaTo create buzz around the new Better Homes & Glidden partnership, we will be initiating guerilla marketing in select metropolitan markets in: Los Angeles, Miami, Atlanta and Chicago. This will generate millions of impressions.

$500,000 Coupons (in-store purchase) Coupons for Glidden Brilliance printed on receipts when Better Homes and Gardens items are purchased. Walmart shoppers are 33% more likely to use coupons when handed to them in store.

Sources: Simmons Data, Neilsen–Media Research

Shopper Marketing

Sales Promotion

Home Decor BundlesSelect home decor items will be discounted when purchased with a Glidden Brilliance product. Promotional items will change weekly. A tiered discount system will be used: 10 percent off three items, 15 percent off four items and 20 percent off five or more items.

Free Stencil with PurchaseTo boost sales of Glidden Brilliance paint, we will include a promotional pack of stencils free with purchase of any quart-size can of Glidden Brilliance interior paint.

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Media Flowchart

TOTAL COST

IN-STORE PROMOTIONS $ 6,200,000 Shopping Carts, Banner/3D Doors, Show Rooms, In-Store Aisles, Augmented Reality App, Swatches, Aisles Progression, Smart Network, Banner Ads on Walmart.com, Ads within Walmart App, Pens & LanyardsTRADITIONAL $ 2,085,000 Guerilla $ 300,000 Magazine $ 800,000 Direct Mail $ 900,000 Radio $ 85,000 FSI $ - DIGITAL $ 1,115,000 Facebook Ads $ 5,000 Pinterest $ - Google+ $ - Twitter $ - Instagram $ - Vine $ - 8tracks.com $ 100,000 Digital Magazine $ 200,000 Hulu $ 400,000 YouTube $ 40,000 Mobile App Ads $ 85,000 Gas Station Pre-Roll $ 110,000 Banner Ads/Rich Media $ 100,000 SEO $ 75,000

$ 9,400,000 $ 600,000

TOTAL COSTContingency

MAY JUNE SEPTJULY AUG

Guerilla

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Measurements and EvaluationsMEASUREMENTs

Our goal is to maximize growth and stimulate healthy brand revenue for Glidden Brilliance. Measurement and evaluation efforts will be conducted on a monthly basis to gauge effectiveness during the allocated length of the campaign. This will allow the brand to make any adjustments in real-time to efficiently reach our target consumers.

OBJECTIVES EVALUATION TECHNIQUES

DESIRED RESULTS

Expand in-store brand awareness among Walmart

shoppers

Analyze the download rates of in-store

coupons

Concept testing in the Think Tank, continuous testing through the ARS Persuasion Method and

Brand Preference Monitor

Analyze brand messaging, sales promotions and

purchase transactions of paint and home decor

items together

Measure the digital footprint through the

means of brand engagement and sales

conversion

Stimulate in-store purchase decisions and

interaction with the digital platforms

Increase the market share and top-of-mind consideration of the

Glidden Billance brand

Effectively establish Glidden as a home decor paint brand

Create a social community of brand

advocates

Establish brand preference over leading competitors

Develop strong connection between paint and home

decor

Increase the digital presence of the Glidden Brillance brand

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Appendix

Simmons: (http://www.experian.com/simmons-research/simmons-consumer-research.html)

Nielsen: (http://www.nielsen.com/us/en.html)Local Television Market Universe EstimatesWalmart Geographic Breakdown (Hispanic Shoppers)Walmart Geographic BreakdownWalmart Geographic Breakdown by StateWalmart Geographic Breakdown (45-64)Walmart Geographic Breakdown (18-34)

Funding Universe: http://www.fundinguniverse.com/company-histories/the-glidden-company-history/

Post Gazette: http://www.post-gazette.com/stories/business/news/ppg-to-acquire-piece-of-akzonobel-in-105-billion-transaction-666357/

Cleveland: http://www.cleveland.com/business/index.ssf/2012/12/akzo_nobel_sells_glidden_and_r_1.html#incart_river

Experian Marketing Service Case Study: The New American Consumer: State of the Hispanic Consumer Marketplace

Mintel Oxygen Reports: DIY Retailing 2012: http://academic.mintel.com.ezproxy.lib.usf.edu/display/590085/?highlight=trueHome Improvement 2011: http://academic.mintel.com.ezproxy.lib.usf.edu/display/542833/?highlight=trueBed and Bath Linens January 2013: http://academic.mintel.com.ezproxy.lib.usf.edu/display/637567/?highlight=trueShopping for Home Décor April 2012: http://academic.mintel.com.ezproxy.lib.usf.edu/display/590324/?highlight=trueFurniture Retailing August 2012: http://academic.mintel.com.ezproxy.lib.usf.edu/display/590657/?highlight=trueThe Budget Shopper June 2012: http://academic.mintel.com.ezproxy.lib.usf.edu/display/590587/?highlight=true

U.S. Census Bureau (http://www.census.gov) http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml

Websites: Colour Lovers: www.Colourlovers.comGreen Your Decor: www.GreenYourDecor.comCenstational Girl: www.CenstationalGirl.com

Blogs:POPSUGAR Home: http://www.popsugar.com/author/POPSUGAR+HomeRetro Mummy: http://retromummy.com/

Dormify: http://www.dormify.com/P.S.- I Made This: http://psimadethis.com/

Walmart.com: http://www.walmart.com/c/walmart-mobile-infographic.htmlApartment Guide: http://www.apartmentguide.com/blog/find-the-right-color-combination-for-you-and-your-space/Blog Homes: http://blog.homes.com/2012/04/learn-to-paint-like-a-pro-with-this-infographic/Color Budz: http://www.colorbudz.com/2012/01/paint-prices-per-gallonmajor-brands-infographic/Infographic List: http://infographiclist.com/2012/04/27/national-painting-week-infographic/http://infographiclist.com/2012/02/14/have-an-interest-in-pinterest-infographic/http://infographiclist.com/2012/03/05/diy-website-review-infographic/http://infographiclist.com/2012/04/04/2012-hispanic-mobile-consumer-trends-infographic/Nerd Graphics: http://nerdgraphics.com/what-colors-to-paint-your-home-infographic/The Logo Company: http://thelogocompany.net/blog/logo-design/diy-logo-design-top-tips/Edudemic: http://edudemic.com/2012/08/diy-infographics/Curbly: http://www.curbly.com/users/diy-maven/posts/13995-the-4-things-home-buyers-want-infographicBoost Advertising: http://boostadvertising.com/news/our-own-mobile-infographicNeolane: http://blog.neolane.com/mobile-marketing-2/mobile-application/Media Cache: http://media-cache-ec5.pinterest.com/originals/a5/4b/ef/a54befed2a1f06db5acb062d50d5aa22.jpg

StrategyDirector-Jessica McLemoreSteven KellyDrew SenesacSusanne Stafford

MediaDirector-Natalie GreenRaneshia LawrenceBrandon SchusterTaylor Katcher

CreativeDirector-Max DempsterDiana Aguilar-FloresEduarda CastroCarmen DavisBobbie Jo StuffAmanda Vinson

AccountDirector-Kristen D’AgostinoAmber StickelChelsea O’Neil

Team Members

AdvisorCarol Pilon Osborne