Ball State University 2013

For the “Do-it-Yourself” category, a simple personal touch is key to a consumer’s paint project cycle. Whether living in an apartment or house, these DIYers are looking to personalize their new space, update an old one, or perform routine maintenance. Glidden has the resources to help consumers easily obtain their goals, and has a huge opportunity to expand awareness that their product is sold in Walmart, a convenient location where other home décor is sold.

Glidden’s competitors sell paint based on product benefits such as color palettes or durability. Although Glidden has durable paint with a wide variety of color, we want to relate to these DIYers through their insatiable hunger for finding inspiration, creating something of their own, and their personal sense of accomplishment after completing a project. By relating to DIYers, we will strategically engage consumers both in and out of the store. Our goal is to build awareness and consideration for the Glidden brand within US Walmart stores.

Overview

Objectives

Campaign Director: Jeff Hardesty

Media TeamDirector: Kayla GreenHannah Stroup*Julie Floran*Shelby JacobsZoe Patterson

Creative Director: Emily GazdaAssistant Director: Stephanie Wiser Art Director: David HoffmanCopy Director: Graham Becher

Andrew CressJake BraunerJessica MillsKatie FramptonKim KnappLaura BayardMatt IsenogleMichael Stark

Olivia Cale Rachel GieseRoss Miller*Sarah MitchemSpencer AbbottSuzanne ScheetzZane Anderson

IBPDirector: Austin Vance

Amy PayneAnne HabenJesse SalleeJohn CressMegan FisherRyan Bonnell*Sara Bobo

ResearchDirector: Jacob Kluth

Caleb FrankJoshua TerryKristyn Assise

*Executive Board Member

overview/competitionsecondary research primary research target insightkey insightsbig ideacreativesocial mediaeventspartnershipsmediabudget/recommendationsevaluation

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6-78-12

131415

16-171819

Widely known for an extensive range of 4,000 colors, Behr has been named “Partner of the Year” ten times. Available exclusively at Home Depot, they run a consistent campaign that shows feasible paint demonstrations that appeal to the DIY target. In our survey of 921 participants, Behr ranked second in brand preference (22.6%).

Good, Better, Behr

Olympic, a paint subsidiary of PPG

Industries, leads the paint category

through its sales at Lowe’s. Th

eir

campaign addresses consumers’

wants for durable, affordable, and

innovative paint products. Olympic

ranked third (18.6%) in our survey.

Insist on Olympic

One of the oldest U.S. paint

brands, Valspar’s integrated

marketing campaign, “Love

Your Color Guarantee,” allows

a refund if the consumer is not

completely satisfied. Although

Valspar has a history of over 200

years in the marketplace, it is still

ranked fifth in brand preference

(8.4%) in our survey.

Love Your ColorSherwin-Williams, a retailer

and extremely competitive

brand in the paint industry,

is a Fortune 500 company.

It uses dual marketing

strategies to enhance

both brand-building and

product messaging, and

was the top-ranked brand

(28.8%) in our survey.

Cover the Earth

Since its market debut in March 2012,

Clark+Kensington has received

positive reviews from consumers.

Available only at Ace Hardware,

its approach relates match-

making and dating to color

selection. Free paint

giveaways build product

awareness. In our survey,

Clark+Kensington ranked

last (3.4%).

Described as “an ultra-performance, exceptionally eco-friendly interior coating,” Benjamin Moore has received multiple awards for its favorable and high-end quality paint. Benjamin Moore’s new campaign, “Transform,” targets young, female DIYers. In our survey, Benjamin Moore ranked fourth (13.5%).

Quality, Start to Finish

Heighten DIYer’s awareness of Glidden paint at Walmart stores

Increase DIYer’s sales of Glidden paint at Walmart stores

Table Of Contents Overview/Competition

1

BSU AAFPreferred Paint Brand

Behrconsectetuer

Benjamin Mooresit Sherwin-Williamsdolor. OlympicAenean

ValsparClark + Kensigntondolor

According to research done by Ball State

Glidden

13%

28%

3% 5%

18%

8%

22%

In search of a better understanding of our three targets, we conducted a national survey to dive deeper into the needs and

wants of our consumers. From our 921 results, gathered by Amazon Mechanical Turk, we gained strategic insight on how to reach our

target in a creative and memorable way.

Through this survey, one key finding stood out that pushed our creative strategy. Eighty-six percent of people surveyed rated

inspiration as their top four reasons to paint, with personalization being highest of the four. This key insight drove our creative outlook

and strategy on how to personally connect to our target.

Knowing that a majority of shoppers choose Walmart due to it’s low prices, we wanted to discover what within Walmart has the

greatest effect on their purchasing decision. Eighty-seven percent identified in-store displays as a key touch point in which they can be

persuaded. From this information, we know that in-store signage is crucial for us to strategically capitalize in all spaces of Walmart.

Finally, Glidden Paint and Walmart stores would find comfort knowing that 76% of participants would buy

paint from Walmart, and 57% of survey participants are likely to listen to the sales representative.

Secondary Research Primary Research

2 3

In order to get into the painting experience of our consumers, we conducted mystery shopper research in order to better understand the Glidden experience at Walmart. With eleven Walmart stores from six different states, we were able to identify several key issues first-hand.

Sense of Achievment - 4.2%

For Fun - 9.2%

> Customer Service: 80% of our 60 mystery shoppers had to find and ask an employee for help on their purchase. With the lack of an employee working the paint desk during normal hours, we found that the credibility of Walmart as a knowledgeable paint resource decreased tremendously.

> Product Brochures: Nearly 70% of Walmart employees we interacted with referenced the brochure when asked about paint. This led us to understand the importance of simple, strategic brochures not only for customers but also for the employees making recommendations.

> Product Display: Our 60 mystery shoppers also found it challenging to differentiate between paint brands within the paint section. By having a cohesive campaign both in and out of Walmart, we will be able to break through the clutter.

Mystery Shopper Experience

Why Start a DIY Project?Survey

80% of mystery shoppers had to search for an employee for assistence.

921Surveyed

DIYers listen to paint representatives, so it is important to have a well-educated and helpful paint staff at Walmart to help direct them to Glidden. Loyal Walmart shoppers are attracted by in-store promotions, special events, and coupons/sales. Utilizing these attractions will help direct the shoppers to Glidden.

Consideration

Inspiration

54

65of people plan to tackle a painting project within the next year.

of women ask questions before making a paint purchase.

%

%

The paint purchasing cycle is crucial to understanding how to market paint to DIYers.

The cycle is composed of four phases – Inspiration, Consideration, Buying the Paint, and Painting.

DIYers are constantly seeking inspiration. They are looking to make simple changes to aspects or objects in their lives that have become mundane. The primary goal of DIYers is to

create something of his or her own. These creative people seek inspiration through a vast array of sources, particularly through their own creativity, personality, and mood as well as

other outlets such as online forums like Pinterest and YouTube.

Glidden wants its customers to feel pride and achievement after they finish their project. Glidden already gives experienced painters the confidence to complete their projects. For the less experienced DIYers who think painting is difficult, they need to know that painting is easier than they think.

Buying the Paint

Painting

At Walmart, paint attendants see an ample amount of consumers asking for advice when it comes to painting and color matching. This is even true among the consumers

who do research prior to coming into the store. J.D. Powers and Associates says that consumers visit the same store on an average of two times before making a final

decision. These consumers know what they want to create, but need help making their inspiration a reality. For those DIY Walmart shoppers who need that assistance,

it is essential for Glidden to raise awareness within Walmart.

Inspiration

87of DIYers arepersuaded byin-store displays.

%

Personalization86.6%

Current Walmart Paint Shoppers

• Female Millennial Walmart shoppers• Tight budget• Working adults or college students• Inexperienced painters• Trendy with home décor• Likely to take advice from a paint specialist• Buy paint at professional retailers like The Home Depot, Lowe’s, or Sherwin-Williams

Renting DIY Shoppers

Renting DIY Shoppers are the youngest of the target Gildden is trying to reach. These female Millennial Walmart shoppers are very trendy and have their whole lives in front of them. For most of these women, this is their first rental and they are looking to create something of their own. These women use digital media, such as smartphones, online, social networks, and apps to discover sources of inspiration. By strategically placing Glidden around Walmart and in digital media, this target can begin associating Glidden with inspiration.

How to Reach Them: Our Goal:

• Family-focused females• Low income• Frequently in rural areas• Renters• Minorities• Most popular demographic in Walmart paint section • May be buying their first home, getting married, and/or having children

Current Walmart Paint Shoppers are experiencing huge life events, and Glidden should give them a chance to enhance those events with color. Caring for young children and/or their spouse means that this target does not have time for full-scale renovations. Instead, Glidden should offer ideas for quick, affordable projects that can add a bit of colorful flair to their homes. Their small budget for DIY projects and their excitement to respond to discounts and promotions make direct response marketing and events, as well as traditional online and mobile advertising, effective for this target.

Not only do we know who our target segments are, we know where they live. By examining the United States by both homeowner and renter statistics, we are able to see where a majority of our targets live. We then overlayed a map identifying all of the locations in which Glidden is sold at Walmart, leaving us with strategic information regarding where we are most likely to reach our audiences. With this information, we are able to amplify our budget by making strategic media buys in optimal locations.

How to Reach Them:For Glidden to provide Current Walmart Paint Shoppers the inspiration for their next big or small project.

To establish Glidden in the front of Renting DIY Shoppers minds when it comes to finding, creating, and fulfilling their inspiration.

Our Goal:

DIYers Shopping Walmart Home, but not Paint• Baby Boomers• Homeowners• Shop at Walmart for convenience/savings• Torn between traditional, conservative values and tech-savvy modern lifestyle• Increasing use of technology• Have large disposable income, but are frugal money-savers• Experienced painters, but only paint for maintenance

DIYers Shopping Walmart Home, but not Paint have lived in their homes for many years. They are not inspired in the same way as the other two targets. They do not paint in order to make things their own as much as they paint for maintenance. It is a different form of inspiration entirely. By placing in-store displays in the departments where this target shops, we will subtly remind them of the task they want to finish and inspire them to discover the Walmart Glidden paint section and purchase Glidden for all of their renovations.

How to Reach Them:To help the DIYers Shopping Walmart Home, but not Paint find the Walmart Glidden paint section and inspire them to start their renovations.

Our Goal:

Target Insight Key Insights

4 5

Where is our target?

What does this all mean?While each one of our target segments are different in both needs and life stages, our research has brought us to a single, collective conclusion. Our target is looking for inspiration and a good value in paint. Because our audiences already shop at Walmart, we understand that Glidden positions its brand as an expected value, even against lower-priced competitors within Walmart. Our strategy is to influence our audiences’ desire to change and personalize something in their life – to be inspired by a Do-It-Yourself project.

Walmarts that sell Glidden:

Our target hotspots:

Total units rented (000):

Percentage of homeowners:

100+1,001+

70.1

81-100801-1,000

65.1-70

41-60401-600

55.1-60

21-40201-400

50.1-55

0-200-200

0-50

61-80601-800

60.1-65

Key 20 DMAs

A short, yet powerful headline is used to introduce the feeling of “Overcoming Ordinary.”

Each headline promotes the initial connection with the message in the body copy, acting as

a teaser to the copy. By keeping the headlines short and bold. This campaign maintains

Glidden’s existing fresh brand image.

Bold Headlines that Create a Challenge

A bright ribbon, shown emerging from the consumer’s mind, represents his or her

inspiration and acts as the main focal point of the advertisement. Black and white photos of

individuals within the targets put a spotlight on the color. The ribbon brings whatever object or

wall it touches to life, showing that both big and small projects can add personality to a room

without being a hassle to complete.

Bright Visuals that Highlight Simple Inspiration

The body copy presents a realistic story of why people are inspired to paint. These

everyday instances serve as inspirational motivations for DIYers to paint. The Glidden

logo and a statement about the Walmart partnership tell the consumer how to turn

that motivation into action.

Invigorating Body Copy that Incites Action

People paint because there is something in their lives they want to improve. We are not selling a product benefit; we are selling inspiration. With Glidden, projects easily become triumphs. No project is impossible. Glidden will improve peoples’ lives and help them Overcome Ordinary.

Renting DIY Shoppers - Empowerment This group of individuals is all about adding their own personal touch to a room orproject, but they are the least experienced and most budget conscious. OvercomeOrdinary is not about making a hard sell to the DIY focus in their lives, ratherit helps to nurture and encourage the creative desire present inside of theseindividuals so that their vision become a reality. By presenting a simple, convenientand affordable way to accomplish projects, the barriers to entry are lessened, and with Glidden they can truly Overcome Ordinary.

Current Walmart Shoppers - Personalization Overcome Ordinary reaches this group by showcasing simple day-to-dayprojects that can add the right amount of personalization to a room. By placing themessaging in areas in which this group is likely to visit (children-oriented sections,Walmart Home, etc.), this group is given a clear reminder that Glidden has a solutionto every paint project, no matter the size, and that the only step to consider is a visitto the Walmart Paint Center to pick which color is right for them.

DIY Shopping Walmart Home - SimplicityQuick, clean and interesting solutions to paint projects is what Overcome Ordinarysays to this group. But even with a simple approach, the idea of being beyond what is ordinary is not lost, instead it is reinforced and works well with this target by presenting the overall idea of painting as something that can be effective without being overwhelming.

Overcome Ordinary

Big Idea Tone/Manner

6 7

Each segment of the target is already shopping at Walmart, so the true challenge is not getting them to the store but to get them rolling towards the paint section. To do so, it is vital to reach them in departments they routinely shop in. Whether it’s a family focusing on their baby or a renter buying food, the target will continually be exposed to the Glidden brand. Using a spin-off of the print ads, we will present our campaign’s overarching swatch ribbon throughout Walmart. Research found that the target has a creative mindset, so these strategically placed executions will inspire and motivate the target’s creativity and illustrate all the imaginable ways to Overcome Ordinary.

Renters are often unable to keep furry friends at their property, but fish are usually a renter-friendly pet. This leads to a key opportunity to Overcome Ordinary and attract our renters in the pet department. Research shows our target is driven by brightly colored displays. Adhering sheets of Glidden colors as fish tank backdrops draws attention and allows the target to visualize a possible accent wall.

If our target hasn’t seen an in-store touch point yet, they will now. Whether an impulse buy or a splash of inspiration, this point-of-purchase conveyor belt takeover decal will show all DIYers what a little paint can do. Strategically located above the belt are Glidden paint samples for paint to go.

The home section of Walmart is a crucial department for this campaign– our target who shops in furniture and home décor are more likely to be inspired to renovate or start a mini project. Ordinary shelf space behind furniture and décor will now rotate Glidden color panels allowing consumers to envision what their new purchase will look like in front of their freshly painted wall. Overcome Ordinary.

Paint Inspiration in Every Corner Glidden Tankover

Check-out Lane

Inspiration Express Checkout

In-Store

8 9

Glidden Re-wall-ver

In-Store

Red Geranium

Fade in, grayscale, background music, “Anything Could Happen” by Ellie Goulding, slow zoom-in, portrait of a female DIYer against wall looking around room.

Red swatch ribbon circles the interior of the room’s walls – transforming pieces of furniture and decor turning them red.

Fade to black. Glidden logo, music fades to soft, voiceover: Overcome Ordinary with Glidden Paint. Available at Walmart.

Creating a panorama of the room, the camera follows the red swatch quickly travelling from the wall behind her to the next.

In one continuous motion, the shot returns to the girl, who is grinning in satisfaction.

Our creative concept comes to life when a female DIYer’s inspiration is apparent as she stands before her project, envisioning how she can Overcome Ordinary. Though the spot’s initial focus is on the young woman, it quickly moves to the red swatch ribbon that springs from her imagination onto the wall behind her. The camera swiftly follows the ribbon as it sweeps over each wall in the room overcoming pieces of furniture and decor turning them red. Creating a panorama of the room, the shot is then back on the young woman who is now grinning in satisfaction. This 15-second spot expresses how simple Glidden makes turning DIY dreams into reality.

Reaching each of our targets, this spot will be showcased on the Walmart Smart TV Network in stores nationwide, as well as online and mobile websites. It will be strategically placed on websites such as YouTube, Hulu and Pandora that hit our target perfectly. This storytelling spot is very flexible, able to be tweaked into pre-roll, rich media with flash banners, or mobile video takeover ad formats.

Zoom-in to a headshot of the girl thinking, red swatch ribbon sweeps from her onto the wall behind her.

The red swatch ribbon then becomes a full accent wall.

Rationale

Walk-in

Carts

Paint Section

Overcome Reality

Parking Swatch

Walk-In

Because of the nature of Walmart, it’s almost impossible to leave without the help of a shopping cart. We will reach each of our targets by branding the cart seat and handle, Glidden’s name will be at the forefront of the shopper’s mind each time they look down at their shopping list or put something in their cart.

As all Walmart shoppers first enter the store they will be greeted with a colorful and large wall takeover. The sign features our Overcome Ordinary tagline in an untapped media space. This will truly be the first touch point at which they will begin to discover the personality of Glidden inside Walmart.

To really hit the DIYers shopping in Walmart, but

not paint, using augmented reality in a space other than

the paint section within Walmart, we will be able to

create a virtual landscape in which consumers can interact

with Glidden’s color pallette by changing the color of

the room and furniture. This unique touch point will also

serve in a creative way as a project price calculator and point you in the direction of

the paint section.

Positioned as a teaser, the first execution of our creative concept

will instantly grab each of our target’s attention and lead them to find many more ways to Overcome

Ordinary. As our first objective of making Walmart known as a paint

retailer, Glidden will be the first and last brand that consumers identify

during their Walmart visit.

The paint center will serve as the final destination for all of the in-store promotions. It will feature the print ads and have a large, highly noticeable sign that makes the paint center visible from the far reaches of the store. The messaging at the front of the paint center will be the final inspirational push to Overcome Ordinary with Glidden paint.

In-StoreOnline Video

10 11

Cool Cobalt

Online Commercial

Online

Mobile

Glidden Branded Pandora StationsIt’s no secret that when people paint, they also jam to music. Our rich media banner ad with voiceover will allow listeners in our younger demographics to choose a Glidden branded station based on the swatch color associated with their desired mood. For example, Glidden’s “Romantic” station would play classic love songs, while Glidden’s “Refreshed” station would feature cheerful, beachy music. Listeners can share their interaction with the stations on other social media and Glidden can promote the stations on their own social media pages in order to create more viral participation.

Banner ads are a great way to produce impressions at a low cost. According to a 2012 Adobe Systems study, repeated exposure to a brand generates positive feedback about the brand, even if the ad is barely detectable. Our ad will be placed on high-traffic web pages, such as news, medical, and banking websites, as well as DIY blogs/websites. Using web targeting to reach consumers in our three target segments who have recently looked for Glidden or paint online will increase the click-through rate. This rich media takeover ad features all aspects of a successful banner ad: eye-catching layout, animation, and a special offer.

Mobile devices and tablets are sweeping the nation, and according to Microsoft Tag, by 2014 mobile web is estimated to overtake desktop web usage. Because time spent on mobile web and apps have increased 82% and 85% respectively from July 2011–July 2012, Glidden has a huge opportunity to reach all three target segments for a very low cost. By utilizing geo-location SMS messaging, SEO and mobile search, social media, and rich media takeover ads on mobile web and within apps, Glidden will reach a large portion of DIYers regardless of their age and mobile use patterns.

Online/Mobile Social Media

12 13

The #OvercomeOrdinary Twitter campaign will kick off

our campaign. Participants will have the opportunity to rename five Glidden color

swatches, retweeting the swatch photos with the new name and

#OvercomeOrdinary. Glidden judges will pick the five winning swatch names. Each winner will

win a $10,000 paint makeover for their home. Using Offerpop, this

campaign will be promoted to all of Glidden’s followers, but more

heavily among its top influencers. The campaign will also be promoted on other social

media sites, particularly Facebook and Pinterest.

This is where we will connect with the majority of our target market, DIY females. Pinterest will be used to not only promote the Glidden brand and DIY ways to Overcome Ordinary, but here we will really push and promote Glidden’s partnership with the DIY blog MyColortopia.com.

Glidden already has a strong social media

presence, including frequent blog posts, social media promotions, and a partnership with bloggers

on MyColorTopia.com. In order to maximize

exposure to the Overcome Ordinary campaign, all social media pages will

be branded using similar colors and visual themes.

To tap into the growing trend of photo-sharing sites, #ConquerWithColor social media campaign was buillt around Instagram to primarily reach our younger targets. Participants will submit before and after photos of their paint projects using #ConquerWithColor. Photos on Instagram can also be shared on other social media sites such as Facebook, Pinterest, Tumblr, and Flickr, which will create viral buzz about the campaign. Owned social media pages and paid social media advertisements will promote the campaign. A panel of judges will determine a winner, who be featured in a DIY magazine spread, on the magazine’s website, and in Glidden social media posts.

Glidden

16,098

Colors

OVERCOME ORDINARY

AND SHOW GLIDDEN HOWYOU

SHARE YOUR PAINT PROJECTS WITH US

OVERCOME ORDINARY

OVERCOME ORDINARY

Offic ial page for Glidden Paint. Overcome Ordinary and get rolling on your do-it-yourself projects!

Facebook

Instagram: #ConquerWithColor

Pinterest

Twitter

OVERCOME ORDINARY

OVERCOME ORDINARYGliddenPaint

Here to share painting tips and tricks to help make your projects fun and simple. Looking for inspiration? Check out our partners over at MyColortopia.com!

Ready to Overcome Oridnary?

post at mycolortopia.com

OVERCOME ORDINARY

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Available at

FIND MORE WAYS TO OVERCOME ORDINARYClick Here

X

Moving into a new home can be chaotic and time consuming. Glidden will partner with local area realtors to reach these new homeowners and renters. These real estate partners will give clients a Glidden-sponsored marketing piece for a “New Home Starter Kit,” which will consist of a paintbrush, paint roller, tray, plastic tarp, and a quart of Glidden paint. Recipients can cash-in on this offer at their local Walmart paint center. With this incentive, Glidden will be able to reach the target in a prime moment as they make their new house into a new home.

Realtor Partnership

Our survey showed that paint associates often refer to in-store brochures when helping customers choose paint. This new in-store brochure takes the vital

information DIYers need to select paint and combines it with the inspiration and

motivation provided by the Overcome Ordinary campaign style. This allows

paint associates to effectively help their customers, and DIYers to know how to

overcome their ordinary projects.

In-Store Brochure

Landlord Partnership

Events Partnerships

15

Although renters are often frustrated with being prohibited from personalizing their living spaces, landlords worry about the devaluation of the home or apartment as a result of crazy paint colors. Our solution? Glidden will partner with The National Landlord Association in order to develop informational brochures about renter-friendly Glidden paint colors that also are among the top 10 “landlord-approved” colors. This brochure will also include the approved swatch names, painting tips, and a coupon for a discount on a Glidden purchase, and will be distributed at the time of the lease signing.This larger than life challenge consists of breaking the Guinness

Book of World Records’ “World’s Largest Paintball” current record. Tents will be set up in front of Walmart stores, allowing morew the family focused segment to paint a layer on the growing ball. Participants will receive a certificate displaying their layer number as well as a Glidden branded paintbrush. Each weekend, this traveling event will move to one of the top 20 cities at a store with high attendance and paint sales.

Ever bought something at a yard sale thinking, “This would be so much better if I changed this one thing,” then find it in a closet or attic years later having never done the project? During August 7th-10th, the World’s Longest Yard Sale will take place along a 690 mile stretch from Hudson, MI to Gadsden, AL along US 127. After purchasing items from the yard sale, Walmart shoppers can bring their thrift items to a local Walmart along the highway to freshen them up with a coat of Glidden paint in front of the stores. Because all segments of our target thrive on getting deals, they will not only be excited about their yard sale deal and a chance to personalize it, but also the chance to experience Glidden at no cost. Simple signs along the highway in suburban and rural areas will drive people to the Walmart stores, and the event will also be promoted through Facebook and Twitter. Participants will be encouraged to share contact information, such as an email address, to receive future Glidden promotions.

During the US 127 Yard Sale, simple promotional materials will encourage participants to upload

Most painters and DIYers have a partial can of paint left over at the end of any project. To solve this, a Glidden branded truck will tour to stores in our top 20 cities. Walmart shoppers will have the chance to bring old, unwanted paint of any brand to the truck in exchange for a coupon or incentive to buy new Glidden paint. The U.S. Green Living movement has grown in recent years, particularly among young parents. This allows Glidden an opportunity to associate itself with community well-being and a larger cause, as well as raise awareness for the brand and increase sales. The Going Green event will be promoted each week on local TV and radio stations to encourage people to bring their paint when they make a weekend grocery run. Although this event is scheduled for the campaign period, we recommend that Glidden permanently allow people to bring cans to the Walmart paint department for an incentive at all stores.

Participants will sign a release form so that photos and video can be used on social media, local media, and Walmart TV. They will be encouraged to share contact information, such as an email address, to receive future Glidden promotions. They will be able to get their photo taken with the paintball to share on their social media pages, which will create buzz. Local TV and radio spots will draw people to the store, and station remotes will offer additional earned media. Participants will be able to follow the World’s Largest Paintball tour on social media to watch the ball grow each weekend.

World’s Largest Paintball 127-Yard Sale

Paint Drive

OVERCOME ORDINARY

A GUINNESS WORLD RECORD ATTEMPT BY GLIDDEN PAINT COMPANY

THE WORLD’S LARGEST PAINTBALL

1,731LAYER #

JENNA MILLER(NAME)

Watermelon

To effectively reach all DIYers nationwide, mobile, online, and Landlord partnerships will occur continuously throughout the Overcome Ordinary campaign. Heavy-up periods will occur around holidays and other practical periods, such as in August when the most babies are born and in late July and August for back-to-school season, in online, mobile, Walmart Smart TV Network, Walmart.com, and Realtor Partnership. In-store promotions will be used during the whole campaign, with more executions in Tier 1 and 2 geographic area stores. Executions can remain in the store throughout the entire campaign or can be interchanged with others to keep them unexpected. Social media, local TV, and local radio will raise awareness of in-store events, driving traffic and online participation.

Although the Overcome Ordinary campaign is limited to $10 million, earned media can complement owned and paid media by creating word-of-mouth and social buzz. In addition to engaging social media and in-store events, the Overcome Ordinary campaign boasts of in-store executions worthy of going viral.

Glidden already has a useful website, mobile application, and engaging social media pages. During the Overcome Ordinary campaign, such pages will be branded to include elements of the campaign’s tone and manner. We recommend continuing to use these pages to push contests, promotions, and partnerships.

Advertisements on Walmart Smart TV Network, local TV, local radio, magazine, online, and mobile will be used to raise overall brand awareness and to promote events and contests. In-store executions also will be paid for using the $10 million budget. The media plan intends to leverage additional campaign impressions using agency discounts and free publicity

Reaching 140 million Walmart shoppers weekly in approximately 2,500 stores, advertisements on the Walmart Smart TV Network will keep the Glidden name top-of-mind and encourage purchases among all three target segments. Since 70% of purchase decisions are made in the store and 68% of purchases are made on impulse, the network is an ideal way to reach them at the purchase point. We recognize that many home renovation and DIY projects occur during long holiday weekends, and will use a flighting strategy during the two weeks surrounding Memorial Day, Independence Day, and Labor Day.

Social media makes up 30% of time spent on the Internet on mobile devices and 20% on personal computers. Forty-seven percent of Baby Boomers use social networking sites, and our younger two target segments are early adopters of social media trends. The Twitter #OvercomeOrdinary contest in June is the first big Overcome Ordinary campaign tactic. #OvercomeOrdinary will encourage existing followers to share their Glidden brand experience with their followers. The Instagram #ConquerWithColor contest concludes the campaign. #ConquerWithColor encourages the followers and consumers acquired throughout the campaign to engage with the brand and possibly become brand loyal. Paid and owned social media will cross-promote these contests on other social media sites to increase overall brand awareness.

SEO/Search – Many Internet users set their homepage to Google, Yahoo, or Bing, so it makes sense to advertise there. We recommend buying many powerful DIY-related search words

like “home décor,” “do-it-yourself,” and “renovate” to keep the Glidden brand top-of-mind as DIYers are choosing paint.

Youtube – Youtube generates 800 million unique visitors per month and has 72 hours of video uploaded per minute. Glidden’s owned channel can showcase their Overcome

Ordinary video ads on other DIY and Home Improvement channels.

Ad Networks – Glidden should reach each target segment in its most used digital media. Baby Boomers tend to check the weather, manage banking, and read the news. Younger demographics

tend to browse the Internet, use apps, and watch videos. Highly targeted, relevant website ads are 61% more likely to be recalled by consumers. Online ad networks, such as Google AdSense and Yahoo Advertising Solutions, will put Glidden ads on targeted, popular websites, such as aarp.org,

Walmart.com - In December 2012, nearly 30 million unique visitors visited Walmart.com, consisting highly of middle-income females, ages 18-44, with children. This audience was over three times more

likely to read about home improvement, parenting, consumer goods, bridal, home and garden, and home furnishing.

Pandora – People have always been able to listen to AM/FM radio at home or on the go, but online/mobile radio websites have rapidly become more popular. Listeners index higher in the two younger targets, making Pandora a highly targeted website for family-oriented

DIYers. Pandora is the most established online radio website and is used by all three target segments. Interactive rich media and audio ads allow consumers to engage with Glidden at home or at work.

The Overcome Ordinary campaign will use a pulsing media schedule, with heavy media buys during the two weeks surrounding major holidays.

One DIY magazine spread will feature the #ConquerWithColor winner’s story and project. This spread will be complimented with an article on the magazine’s website, as well as on Glidden-owned media.

Simple local commercials will occur in the top 20 cities to promote the Half Used Paint and World’s Largest Paintball events. By spending $35,000 per city on top local radio and TV stations, it is expected that Glidden will also get some free on-air mentions by station deejays and reporters.

Media

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MAY

MAY

The Seasons of Painting

Owned PaidEarned

Social Media - $200,000

Magazine - $250,000

Online/Mobile - $1,065,000

Local TV and Radio - $450,000

Walmart TV - $375,000

Scheduling

Media Flowchart

Mothers Day

Memorial Day

Father’s Day Independence Day Labor Day

Mobile

OnlineIn-StoreLandlord Partnership

Realtor Partnership

Walmart.com Walmart.com Walmart.com

Walmart TVWalmart TV Hwy 127Yard Sale

Walmart TV

Local TV & Radio

Go Green Event

World’s Largest Paintball Tour

Swatch Rename: Twitter #ConquerWithColor: Instagram

#ConquerWithColorMagazine Prize

Popular Wedding Season

Back To School

Most Homes Bought Most Babies Born

JUNE

JUNE

JULY

JULY

AUG

AUG

SEPT

SEPT

Email – Ninety-two percent of 50-64 year olds read or send email, and more than half do so on an average day, making email a great way to communicate with Baby Boomer DIYers. Sending frequent messages

with special offers to all three targets after purchasing paint or attending events is a great way to maintain a relationship with Glidden consumers.

Pre-and Post TestOne month prior to the launch of the campaign, the firm will analyze the target market’s perception and awareness of both the Glidden brand and Walmart’s paint section. The same test will be conducted following the campaign, and the differences in results will identify the effectiveness of the Overcome Ordinary campaign.

SalesWe will also monitor sales while the Overcome Ordinary campaign is in progress. By tracking this data, we will be able to see which parts of our campaign are efficient in pushing paint of the shelves and which areas need improvement. Incentive redemptions will also be monitored in order to measure the success of the different events within the Overcome Ordinary campaign.

To ensure the effectiveness of the Overcome Ordinary campaign’s objectives, we will use a third party research firm to evaluate the campaign’s effectiveness across all campaign elements.

Heighten awareness of Glidden paint at

Increase sales of Glidden paint at Walmart storesIn-Store Tracking and comprehending the relationship between in-store activity, foot traffic, and sales will be challenging. However, understanding the effectiveness of in-store signage, promotions, and events will be imperative to this campaign’s evaluation. To accomplish this, we recommend using pre- and post- test questions relating to these campaign elements.

Glidden should develop a specialized paint center in one of Walmart’s front-of-store locations, such as the Vision or Photo centers, to differentiate and draw attention to the brand. By relocating the paint center, customers are more likely to view Walmart as a paint destination.

Glidden Paint Center

Much like a Walmart shopper would not want anyone but a pharmacist to prepare their prescriptions or anyone but a professional photographer to take their pictures, they do not want just any Walmart employee to recommend their paint. Our research shows that DIYers are more likely to trust a home improvement store employee over a Walmart employee. By providing adequate sales training, Do-It-Yourself department employees and creating simple Glidden buttons to wear on their uniform, consumers will better trust their credibility and advice.

Customer Relationship Management Program

On March 7, 2013, Walmart launched the “Empowering Women Together” section on Walmart.com. This specialized area allows small, women-owned businesses to sell unique DIY products. With the help of Walmart, women all around the world are raising money and awareness for large global issues. Forming a partnership or sponsorship with this organization would help Glidden create positive brand recognition. Glidden will not only be promoting and supporting the work of its female and DIY targets, but will also be showing its dedication to its corporate social responsibility.

“Empowering Women Together” Program

Budget/Recommendations Evaluation

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RecommendationsBudget

In-Store

Social MediaWalmart TV

Local TV

Local Radio

Magazine

Store Events

Online

Partnerships

Mobile

$6,000,000

$200,000$375,000

$200,000

$250,000

$250,000

$500,000

$1,065,000

$550,000

$610,000

Social Media | Mobile Media | WebSocial tracking will be used to measure buzz on earned and owned media. By tracking the increase in account fans and followers, hashtag use, and number of shares, likes, and repins, Glidden can identify successful events and promotions. The use of Google Analytics and post-click information will be used to measure the success online and mobile media has on the awareness of Glidden within Walmart.

EventThe number of participants will be counted and the social buzz that surround each event will be measured online. Participants will provide feedback during and after the events, which will be used to measure the target’s interest and allow them to make suggestions for future events.

In this campaign, we had three unique targets that spanned a variety of age groups. Each of these targets is at a different point in their lives. One is renting a home for the first time and the other has owned a home for many years, and despite these differences, each target has one thing in common: the drive to Overcome Ordinary. The concept of ordinary is different for every person, but the want to be better than ordinary is universal. For every new wall and every new beginning, a can of Glidden paint is there to Overcome Ordinary.