1

inspiration

consideration

buying paint

painting

2 Research & Planning

3 Research Methods

4 Target Market

6 Positioning & Strategy

7 Media Strategy

8 Creative

17 Flow Chart

18 Placement & Budget

19 Measures of Success

20 Acknowledgements

"Glidden Gets You Going"

Since 1875, Glidden has helped customers move forward in paint projects, big and small. Glidden has established a reputation as a company that offers its customers easy and refreshing ways to bring color into their lives. But in today’s world, economic uncertainty has left little space for creativity. Balancing both time and a budget has put painting projects near the bottom of people’s to-do lists. Much like Glidden, Walmart has become the first stop on any price-savvy shopper’s to-do list with a simple promise to its customers: Save Money. Live Better. Research has shown us that Walmart meets the needs of its shoppers, who look for bargain prices in all their purchases, without any gimmicks. Our campaign aligns Glidden with that promise and shows our demographic that with the right tools and some inspiration, small-scale DIY projects can have a big impact.

We want Glidden and Walmart to work together in our campaign to let consumers know: A little color goes a long way; coloring your world has never been so easy.

With surprising executions that highlight the Brilliance Collection’s affordability and ease, we bring Glidden and Walmart together in a way that meaningfully reaches consumers, ultimately giving them the confidence to do it themselves and bring painting from the bottom of their to-do lists, to the very top.

EXECUTIVE SUMMARY

2

We discovered how to position the Glidden Brilliance Collection at Walmart as a brand that allows everyday non-painters to experience color in an easy and affordable way.

Our insight-generated campaign will:

Develop innovative ways to market Glidden Brilliance at Walmart1Promote the strengths that lay at the intersection of the Glidden and Walmart brand identities

2Leverage Glidden Brilliance’s balance of high quality and affordability3

This will allow us to:

Close the awareness gap among shoppers who may not know Walmart is a practical and accessible DIY paint carrier

1Encourage our demographic to tackle small DIY projects2Drive an increase in sales for Glidden Brilliance at Walmart3

Over a five-month period, we set out to:

Understand the process consumers go through to consider and purchase paint1Uncover the sources that inspire Simple Solution DIYers to take on projects2Determine the strengths of Walmart as a retailer and Glidden as a brand3Identify the types of executions that trigger the best response from our demographic

4

RESEARCH & PLANNING

3

We used various research methods to gain insight into how Simple Solution DIYers engage in the paint project cycle. With our findings, we developed

a campaign that addresses the lifestyles and needs of each segment while staying true to both the Glidden and Walmart brands.

Primary

Creative

Secondary

ShadowingAccompanied paint shoppers while Walmart employees guided them through the paint process.Did it Ourselves Took DIY classes to understand the project cycle from start to finish.Phoning InCalled Walmart stores around the nation to make sure that our primary research findings were consistent in all states.HangoutsConducted Google hangout focus groups with each segment to test our creative strategy.DIY ExhibitHosted an interactive small scale DIY gallery and asked participants if they would consider doing various projects.

Man on the StreetPerformed 254 interviews at Walmarts, home improvement stores and Glidden Professional Centers to gain insights on our demographic’s paint buying habits and their perception of Glidden.

SurveysSurveyed 4,814 respondents online and in Walmarts to understand how each segment experiences the paint cycle and the Glidden Brilliance Collection.

ProfessionalInterviewed employees at Walmarts, Glidden Professional Centers and Michaels’ to assess fluctuations and trends in sales, store features and customer projects.

ForumsAnalyzed articles and reports from major publications to pinpoint key shopping trends and personal characteristics of the target demographic, as well as to establish performance goals for the campaign.

Blogs Examined online forums and product reviews to understand consumer experiences with Glidden Brilliance compared to other Walmart-specific paint brands.

PublicationsFollowed DIY bloggers on Pinterest, Tumblr and Etsy to identify their inspirations and strengths for potential partnerships and placement opportunities.

RESEARCH METHODS

4

Current Walmart paint shoppers enjoy painting but are not experienced DIYers. They make family-focused purchases and appreciate Walmart for its great prices, one-stop-shop convenience and familiarity. In order to increase paint sales for this demographic, our campaign must show that Glidden Brilliance is simple, affordable and beneficial for the whole household.

These sources include multiple social media...

SEGMENT 2Family Oriented RealistsSEGMENT 1 Social Expressors

...and are effective because....

advocate brands they have had positive experiences with

comment on social media

vent on social media after a bad experience

reciprocate reviews by posting their own critiques

Female millennials shop for products that reflect their individual identities. They value peers and social media reviews over traditional advertising. As a result, our campagin must use non-traditional mediums to encourage and connect with female millennials.

“If I don’t like a brand,I’m vocal about it.”

They consult an average of six sources before making a purchase

report buying brands that reflect their style

or personality

report cravingcustomized products

subscribe to YouTubechannels that reflect

personalized interests i.e. StyleHaul and

BeautySplurge have over 200,000 subscribers

“Low prices mattera lot to me when I’m

deciding between brands.”

“I wouldn’t minddoing a DIY project to

save money if I had clear instructions.”

Focus on Family

90%97%of low income families indicated that they enjoy doing things together and have clear family values that guide their behavior

of low income families say they can depend on each other

TARGET MARKET

5

$Baby boomers are facing increasing responsibility to take care of both their parents and children. These Walmart Home shoppers value deals much more than they have in the past, but are unwilling to compromise on quality. They are taking on a more active lifestyle than previous generations and integrate the internet into their shopping habits through e-commerce and research.

Our campaign must show that Glidden Brilliance is offered at the best price for a level of quality baby boomers can trust.

Savvy Opportunists

how much low income households spend of their incomes on necessities

of households with children will switch to another brand if they can gain a better value

“I tend to stick withbrands I know but

would switch if I founda better product.”

Low Income & Budgeting

of Baby Boomers use social networking sites

of Baby Boomers use the internet for DIY projects

of Baby Boomers use smartphones

of older adults were loyal to a store if the store provided them with extra convenience

of Walmart exclusive shoppers are more likely to fall in the baby boomer age

In 2012, 15 percent financially supported both their children and parents

percentage of women and men who regularly spend time improving their houses and performing household-related activities

SEGMENT 3“I like shopping

in bulk when I can.”

TARGET MARKET

6

A LITTLE COLOR GOES A LONG WAY; COLORING YOUR WORLD HAS NEVER BEEN SO EASY

Ease and Impact

Inspiration

The SolutionThe Objective The Disconnect

Increase in sales of the Glidden Brilliance Collection

Increase awareness and consideration of the Glidden

Brilliance Collection at Walmart

Glidden-Bold and inexpensive

Walmart- Straightforward and positive

- Unexpected - Lighthearted- Lively

- Glidden provides an affordable, quality product through the Brilliance Collection - Walmart is quick, easy and accessible, making it a one-stop shop that meets all of our demographic’s painting needs

BRAND PERSONALITY TONE REASON TO BELIEVE

1. The Social Expressors need guidance and support in their paint purchases and need to be shown that painting can be an expression of themselves2.The Family Oriented Realists need to know that small DIY projects can be both impactful and hassle-free3. The Savvy Opportunists need to be assured that there is no trade-off in switching to Glidden paint

The Big Idea

POSITIONING & STRATEGY

7

The ability for social media and point of sale advertisement to precisely target Simple Solution DIYers is instrumental in establishing an effective campaign that will target both the digitally savvy DIYers and our more traditionally oriented demographic. In developing

Main Media ObjectivesThe Strategy

Geography Media Selection

Generate awareness and increase the number of Simple Solution DIYers buying Glidden Brilliance.1Target the markets in which we have found significant concentrations of both our target demographic and Walmart stores.2Create a campaign that is an extension of the Glidden and Walmart brand, consistent with Glidden’s current brand personality.

3PAIDAny media we pay for. This refers to the majority of our digital advertising, such as rich media on Hulu and Youtube; and our traditional advertising, such as the print advertisement and our commercial.

OWNEDAny media that is Glidden or Gildden at Walmart property. This includes all in-store executions, along with any digital platforms owned by Glidden.

EARNEDAny media that requires an audience to make the clear choice to interact with a brand. Many of our digital executions, along with all guerrilla marketing, fall under the umbrella of earned media.

Objective Direct our campaign to make the greatest impact on areas with high concentrations of our target demographic.

ObjectiveUse online/digital and in-store executions to initiate brand awareness and preserve it throughout the campaign.

Methods Place stunts, guerilla executions and other earned media throughout the Simple Solution DIYer markets to reinforce relationships obtained through paid media executions and social media.

MethodsContinuously surround targeted segments with a social media and in-store presence, while spreading more costly paid media and guerilla executions throughout the five month campaign to maintain excitement for the brand.

TimingObjectiveCoordinate the implementation of our executions in order to maintain a strong in-store and online/digital presence for the duration of our campaign.

MethodsMatch our social media pulses to the guerilla executions throughout the five months, generating hype for the brand by publicizing large events. In-store executions will run continuously for the entire campaign, with some rotating throughout different stores to accommodate our budget constraints and to increase the number of impressions. July and August are the peak paint buying months, and we will concentrate most of our executions during that two month span.

our media strategy, we focus on making our executions mutually reinforcing to take advantage of the combined effects of our media mix. Our placement thus reflects the most effective way to interact with our current and potential customers.

MEDIA STRATEGY

8

DeliverablesThe print ad will incorporate a scratcher-style game and feature a room decorated with a variety of bland, small DIY projects. The dull appearance of the projects will prompt people to scratch off the top layers, revealing the fresh new color underneath.

SubstantiationThis interactive print ad remains consistent with the pop of color concept of our campaign. The unexpected color underneath will motivate Walmart customers to consider starting new DIY projects by repainting old elements of their home.

Scratch-n-paint

A Touch of ColorDeliverablesThis commercial will highlight the ease and affordability of completing DIY projects with the Glidden Brilliance Collection. As a young woman makes paint purchases at Walmart, her husband watches their home come to life with color. Startled, he discovers his wife completing paint projects all around their home, having been inspired by her experience at Walmart.

SubstantiationPotential DIYers are often discouraged by the costs associated with painting projects. By aligning the Glidden Brilliance Collection with Walmart’s low prices and convenience, our commercial will encourage our target demographic to take on the painting projects that bring color into their homes and lives.

Glidden Gets You Going.

CREATIVE

9

Drop of Color

SubstantiationThese dividers will allow every Walmart customer to interact with Glidden Brilliance paint chips in a meaningful and inspirational way. Additionally, these dividers will enhance our demographic’s confidence by allowing them to visualize how various DIY projects can impact a room.

DeliverablesCheckout dividers will display an image of a room filled with transparent outlines of furniture. Customers can insert Glidden Brilliance paint chips, located at checkout, into the divider displays to transform these objects into painted DIY projects. Additionally, customers will have the option of taking these paint chips home with them.

DeliverablesCustomers will be given a customized reusable bag with the purchase of a gallon of Glidden Brilliance paint. When they return to Walmart and present this bag, they will receive 5% off their Glidden Brilliance purchase.

SubstantiationThese practical bags resonate with the Walmart consumer by demonstrating that Glidden cares about quality and detail. The design is innovative and unexpected, sparking curiosity in other shoppers. Furthermore, the bags’ discount incentivizes returning to Walmart to purchase another can of Glidden Brilliance paint.

DeliverablesEach Glidden Brilliance paint stir stick will have designated marks that show the amount of paint needed to complete specific small-scale DIY projects.

SubstantiationThe Glidden Brilliance paint stir sticks will address our demographic’s inexperience with small DIY projects. They will alleviate DIY shoppers’ concern over the amount of paint required for their projects.

Reduce. Reuse. Recolor. Levels of

Inspiration

CREATIVE

10

Leave an Impression

Customized sleeves painted with the Brilliance Collection will be placed over antitheft sensors at entrances and exits of Walmart stores, reading “Painted with Glidden.”

Deliverables

Because Walmart shoppers tend to leave the store with more than they initially plan on buying, we seek to inspire current and future purchases as they enter and exit Walmart stores.

Substantiation

DIY Central

Island displays located in the Walmart paint section will include four different surfaces: wood, drywall, ceramic and glass. Each surface will be prepainted with a bold color from the Glidden Brilliance Collection with the specific products necessary to best paint the appropriate surface.

Deliverables

Putting potential DIY surfaces on display and showcasing how few materials are needed to paint them will inspire our demographic to begin their next project with Glidden Brilliance.

Substantiation

Betcha Noticed MeDeliverables

Substantiation

Glidden will sponsor a select number of brightly colored shopping carts at Walmart. The carts will have side panels that look like giant paint chips, each featuring an eye-catching slogan, the Glidden logo and the color code of the painted cart.

These shopping carts have the potential to generate a high number of impressions in-store and to spark immediate curiosityin the Glidden brand.

CREATIVE

11

DeliverablesAn end-of-aisle poster of an unpainted DIY project will prompt our demographic to download an augmented reality application on their smartphones. When viewed through the app, the project will appear in a bright, new color. Each time the shopper pans away and returns to the poster, the project’s color will change. Following two color changes, four paint

cans will pop up, one of which has a coupon for Glidden Brilliance hidden under it. The user will then be able to use this app at home, as it will include a feature that allows this process to be done with real-life objects such as desks or bedroom walls.

SubstantiationOur tech-savvy demographic loves to be at the forefront of the latest trends. By

incorporating the ease of technology into the Glidden Brilliance Collection, this execution will capture the shoppers’ attention and raise brand awareness. This application will also show potential DIYers the effects color can have in their own home, motivating them to start the DIY process with colors from the Glidden Brilliance Collection.

Deliverables Printed ads placed in-store and near public transportation stops compare the time spent waiting for transportation or shopping to the time it would take to complete a small DIY project. The outdoor ads will also indicate the distance to the nearest Walmart.

SubstantiationAds placed both near public transportation and in-store will easily reach our demographic

DeliverablesFrom each augmented reality poster, customers can follow footprint floor stickers that lead to Walmart’s paint aisle. While following this path, customers will see department signs with stickers that appear as if actual paint is dripping off the edges, with paint puddle stickers located directly below. The footprint floor stickers leading to the paint section will then run through these puddles

and remind them that DIY projects are simple enough to fit into their everyday life. With the distance to the nearest

Look At Me Now

Caution: Wet Paint Seize the Paint

Walmart provided, the ad will drive consumers to the store for a purchase.

and combine to form new colors along the way.

SubstantiationBeyond directing customers to the paint aisle, the colored footprints reflect the first steps to taking on a DIY project. These physical steps, along with the vibrant and playful department signs, have the potential to captivate all segments of our demographic and trigger their interest in exploring Walmart’s paint section.

Snacks

CREATIVE

12

The Welcome ScreenThe current “My Colortopia” site will be revamped, creating a new resource for a wide range of potential DIYers. While loading the site, visitors are presented with an image of a door and various colored buttons. When visitors click a button, an animated DIYer will paint the door that color, which then opens up to reveal the homepage.

The Homepage The page consists of a colorful banner that will display live tiles

of DIY projects from partner bloggers and social media account submissions. To the left of it, the homepage will display icons of unfinished DIY pieces. When users click on one of these icons, the Live Tile Banner will update to display real-life completed projects related to that piece

Sub-PagesOther pages will include video tutorials, in-depth text tutorials and a checklist-creating page to keep track of materials to purchase at Walmart. A

DIY forum will be created and moderated by partner bloggers. Users will also have the opportunity to create a profile in order to have a central location to save their project inspirations, favorite colors, and completed projects.

SubstantiationThe current “My Colortopia” website overlaps heavily with content on the Glidden.com website, yet the inspirational elements do not translate into action. This new website addresses the creative needs of

potential DIYers and provides content for all stages of the DIY process. Incorporating user-submitted projects, forums and social media will create and sustain a community of DIYers. This community will be driven to produce their own projects using suggested Walmart products.

SpotifySpotify playlists on our campaign’s microsite will highlight Glidden Brilliance Colors. Each playlist will correspond to a specific mood, with songs submitted by users.

SubstantiationReaching out to our tech-savvy demographic through Spotify will build a connection with users through a medium that is relevant to them. These playlists will also inspire potential DIYers to express their identity through their interpretation of Glidden Brilliance colors.

mycolortopia.com

Roberto Vandoren

color extractor tutorials community supply list

My Colortopia

Glidden - _Humanity

mycolortopia.com

My Colortopia

The New My Colortopia

CREATIVE

13

Indigo Night

click anywhere to match a Glidden color

DeliverablesWidget- Our web extension will go beyond Glidden's current My Image Inspiration photo uploader and allow users to extract colors directly from webpages. A Glidden widget placed on toolbars will let potential DIYers select colors and automatically store them in project folders on MyColortopia.com, matching them with palettes from the Brilliance Collection.

App- This idea will be incorporated into a smartphone application in which users can upload pictures and receive project recommendations. The application will match the ratio

of colors in each picture to images of potential DIY projects and the Glidden Brilliance colors used to complete them. SubstantiationMaking Glidden a part of our demographic's online experience gives users an easy and accessible way to collect and store colors while driving traffic to MyColortopia.com. The mobile application will prompt users to think of Glidden when they see inspiring colors in their everyday lives, increasing their consideration of Glidden Brilliance when completing DIY projects.

DeliverablesDIY websites, video streaming websites and the Walmart homepage will feature a banner ad in which an animated character is adding small pops of color onto a room or outdoor setting. The character will cross the screen and exit through a door that prompts users to enter the campaign microsite.

Substantiation By targeting video streaming and DIY websites that our demographic frequents, these eye-catching animations will inspire users to view Glidden Brilliance as a solution to their DIY needs. In a playful and unexpected way, the character will direct viewers to the campaign microsite or to the Home Improvement section of Walmart’s website.

Painting The Way

Color Extractor

Paint While You WaitDeliverablesBefore watching videos on Hulu, an interactive game will allow viewers to paint small projects with Glidden Brilliance. Our target market will take on the role of a DIYer and use a paint brush cursor to click and color household objects.

Substantiation Creating an interactive painting experience for our demographic will inspire them to use Glidden Brilliance in their homes. The game will portray painting as a fun and productive activity, inspiring confidence to add pops of color to small DIY projects.

CREATIVE

14

The Glidden Perspective

Pin It Yourself

Color Your World

Deliverables Video content on the Vine application will feature a variety of small DIY projects painted in

Increase brand awareness with shareable photos and videos that position Glidden Brilliance as the best paint for simple solution DIYers.

Appeal to our socially active demographic by engaging with them over multiple social media platforms with content that inspires creativity.

DeliverablesOur Glidden Filter will let users upload pictures from their smartphones and transform them using colors from the Brilliance collection. This addition to Glidden’s current mobile application will allow users to export and share their photos to Instagram and to their project folders on MyColortopia.com

DeliverablesGlidden will have Pinterest boards featuring specific rooms that showcase simple DIY projects. Boards will include content generated by Glidden as well as re-pins of projects done by Pinterest users. All branded content will

vibrant colors. Each video will show the completion of a DIY project followed by different shots of that project in various rooms. The concluding shot will

SubstantiationBy aligning potential DIYers’ creativity with the Glidden Brilliance Collection, this execution increases consideration for our brand. The shareability of users’ creations will give the added benefit of exposure on their networks, increasing brand awareness.

link directly to a YouTube tutorial.

SubstantiationBecause all three demographics use Pinterest for entertainment and inspiration, Glidden has the opportunity to connect with our

demographic on their own terms. This will also reach Simple Solution DIYers at the beginning of the painting process through YouTube tutorials that guide them through the project cycle. show the Glidden Brilliance

paint can of the featured color.

Substantiation Use of this new application targets female millennials and demonstrates the ease of bringing color into their homes. The viewers see that the same DIY project can make a bold statement in every room. Showing viewers the Glidden Brilliance paint can will inspire female millennials to experiment with paint and small projects of their own.

Social StrategyReach our budget and time conscious demographic using targeted posts that provide important information about guerilla events and ongoing promotions at Walmart.

Ensure the strength of our Walmart partnership beyond the duration of our campaign by creating shared traffic between Glidden’s and Walmart’s social media channels.

#InspiredByGlidden

CREATIVE

15

GliddenScavengerHunt

The Color is:

The Color is:

The Color is:

The Color is:

Bermuda Bay

DeliverablesGlidden’s Facebook page will display pictures of familiar landmarks that have been repainted with a color from the Glidden Brilliance Collection, linking to MyColortopia.com

SubstantiationColored landmarks will inspire potential DIYers to think creatively, with the links in the posts driving them to MyColortopia.com

DeliverablesSmall DIY projects will be highlighted during a Glidden sponsored National DIY week. A secret word will be distributed through social media each day, and the first ten shoppers to say that word to a Walmart employee will get the featured DIY material of the day.

Color Hunt

In a Glidden World

Sounds Likes Glidden

National DIY Week

DeliverablesParticipants will answer online riddles with the names of various DIY projects. The objective will be to find pictures of those projects across Glidden’s social media platforms and to use the Glidden Color Extractor to identify the colors.

SubstantiationOur online scavenger hunt showcases Glidden’s Color Extractor. It will also drive social media interaction with the Glidden Brilliance Collection and highlight the ease of the painting process.

SubstantiationOffering a week of giveaways will create a unique experience and build strong consumer relationships. Combining social media with in-store interactions will allow our target market to acquire DIY materials for their paint projects and ultimately realize their inspiration.

DeliverablesPandora channels will be customized to highlight a Glidden Brilliance color. Similar to the Spotify playlists, these colored channels will include music that correspond to a specific mood.

SubstantiationThis musical element of our campaign will inspire potential DIYers to express themselves and connect with Glidden on

an unexpected channel. Using music to associate moods with Glidden Brilliance also creates a consistency with the brand’s existing mood-matching efforts.

Glidden GuidesDeliverablesGlidden’s YouTube page will have playlists that highlight different approaches to transforming a space. Each playlist will represent a different household room and will include tutorials on how to take on DIY projects appropriate for that room.

SubstantiationThe Glidden YouTube tutorials provide guidance to our demographic and inspire them to take on new DIY projects.

CREATIVE

16

Glidden Swap

Make a Project, Make a Wish

Glidden Takes Over

Deliverables Event participants will have the opportunity to trade in their old paint cans for new pints of Glidden Brilliance. When participants have used all of their paint, they can bring their specially marked can back to Walmart for 30% off their next Glidden Brilliance purchase.

SubstantiationGiving our demographic a free pint of Glidden Brilliance with an attached coupon will kickstart the DIY process and motivate simple solution DIYers to return to Walmart for their future paint needs.

Deliverables Glidden will sponsor a special event at select children’s hospitals across the country where volunteers will help children paint different small DIY projects with Glidden Brilliance. The completed DIY projects will be auctioned online and all profits will be donated to the Make-a-Wish Foundation.

Substantiation Our event will build off of Glidden’s current partnership with Make-a-Wish by helping children express their creativity in a charitable and rewarding way. Taking just one day to complete small DIY crafts will show how simple it is to paint small projects with Glidden Brilliance.

DeliverablesDuring summer weekends, Glidden will sponsor promotional giveaways and activities at select beaches, lakes and parks. These events will be held at peak times in targeted regions of the US to effectively reach our target market.

SubstantiationColorful Glidden-personalized giveaways and interactive DIY projects will spread awareness and showcase Glidden as a fresh and fun brand. Our event will engage the Simple Solution DIYers, encourage them to have fun in their communities and invite them to include a splash of color in their every day lives.

CREATIVE

17

May

MyColortopia.com

Paint Stick

Reusable Bags

Floor Stickers

Shopping Carts

Middle Island Stand

Print Ad (Carts)

Dividers

Security Sleeves

Hanging Signs

Paint Swap

*Twitter/Vine

National DIY Week

*Facebook

Scavenger Hunt

Glidden Photo Filter

Beach Takeover

Color Extractor

Pandora/Spotify

Make-a-Wish

Augmented Reality

Youtube AdWebsite Animation

Bus Stop AdHulu Game

Print Ad (Newspaper) Commercial

June July August SeptemberPAID

OWNED

EARNED

TOTAL

902501700349093800850850400

.00351.17651.751.5.0561.75840.21.105.20405.4305

400200294.84.5215.9 2.1

.03242

.01621

.21

.22

.56726

.25

.0259

.001815253.90n/a17005.35.02n/a

.250250.04.06.01125.056.9375.1162.02345.00018

8,326.62 9.98467

impressions

Total

(in millions) (in millions)cost

Total Cost: $9,984,677 Total Impressions: 8,326,617,717

FLOW CHART

* Pulses in our social media signifying increased spending to maximize awareness

18

Budget BreakdownPaid

$1,295,889.5

Owned $7,193,950

Earned $1,494,837.5

Measures of Success$15,323

Total $10,000,000

The areas highlighted on the map reflect the key locations where we will have a higher concentration of advertising through point of sale, guerilla, out of home and print executions in order to more effectively reach our demographic. We strategically target 500 stores in these areas by cross-referencing population numbers of each of our segments and Walmart locations.

PLACEMENT & BUDGET

19

MEASURES OF SUCCESS

Quantitative

2.7% 9.0%

> Use Google Analytics to evaluate overall success of online initiatives, including website traffic and clickthrough rates.

> Measure increases in the number of likes, shares, and retweets on social media sites.

> Track progression in paint/DIY department traffic at point of sale.

> Distribute surveys online via social media and in-store at check out registers.

> Audit in-store executions to track success.

> Review comments and other feedback on social media outlets. > Monitor media coverage online.

> Conduct pre-tests and post-tests for the campaign in potential DIYer focus groups.

> Measure changes in amount of information requests in store.

> Track participation of potential DIYers in campaign contests and events.

> Track paint sales throughout the five month period and through the end of Walmart’s fiscal year.

Continuous Maintenance

Campaign Metrics

in revenue

increase in market share increase in revenue

Periodic Maintenance

Quantitative

Quantitative

Qualitative

Qualitative

We will evaluate our campaign based on the increase in paint cans sold throughout the campaign, taking into account the economic and housing market growth rates. Based on our impressions, and research and data from past financial statements, we expect:

$180,340,979

20

ACKNOWLEDGEMENTSACCOUNT DIRECTORSAshley DaumJacob Masga

STRATEGIC PLANNINGSummer AltowaijiChris CabreraSpencer Graham-Thille, Copy ManagerAlizeh HussainJennifer Hung, EditorCalvin LamJessica Lin, EditorElaine LiuKristina NguyenTony NguyenPriya Rajan, Director

CREATIVEEmilie Abel, Copy ManagerJamie AndersenZachary ChinGuy HadasJourney KanKyle KhandikianBrandon LeeStanley LinLauren Mackey, Copy ManagerWeston StoutShawn Tharayil, DirectorBenjamin WuFrank Zhou

MEDIA PLANNINGRosaline ChenPierre Dessertenne, DirectorLeif EngRyan Kay, Copy ManagerKimberlie LiangKai MatsukaJulian PalauTierra Schroeder

DESIGNLaura BeckDaniel GrauspenspergerAlex Melton, DirectorNicholas Tasato

SPECIAL THANKSJane BitarBelinda SumaliMichael Suman

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