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The Oprah Magazine & Benjamin Moore

The Marketing Pitch

Prepared By;Ece BaskalMahima Caprihan Melissa TavssYujie Sun

Purpose and AgendaPurpose: Overview of Proposed Partnership between Benjamin Moore Paints and O Magazine Agenda: • Marketing Situation• Key Opportunities For Benjamin Moore• Why Oprah Magazine• Strategy and Action Plans for All Proposed Activities• Projected P & L• Monitoring Controls

Target Audience ‘Modern Home-Maker’

Housewives, professional career women, and

mothers.

Psychographics: She is stylish, trendy, and busy striking a work-life balance. She wants to be treated as equal to men and hence makes major decisions traditionally made by men on her own, such as choosing paints.Media Habits: She does thorough research about products before buying on Internet, TV, newspapers and magazines. Key influencers include her peers, home décor bloggers and dealers.

Between the ages of 25 to 55 years

The average annual income $70,000+

Live in urban and sub-urban areas

Educated, affluent, single or

married/divorced

Successful at work-life balance

Modern Home-Maker

Ducts Ducts

Benjamin Moore Bull’s-eye Marketing Chart

BRAND POSITION“Quality, Start to

Finish”

CORE POSITION Create a niche market by

offering quality paint coatings at premium pricing

SUBSTANTIATORS

Corporate Social Sustainability Report

In-house R&DAward winning products

Independently owned Distribution Network #4,000

Subsidiary of Berkshire Hathaway since 2000

OSHA/ANSI Compatible Colors

BRAND PERSONALITY

Fair, Trustworthy, durable, commitment to

deliver best quality products for everyone

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Customer Satisfaction

Safe for use

Easy Application

Broad Color palate # 3400

Need for more customized rich color options

Always a need for a long-lasting paint

Unfamiliarity with advanced product application

Dissatisfaction due to paint quality issues -Less coverage/coat- Early worn out

Willing to pay premium price for a quality paint

Customer Service Tools

Pride associated with a well painted house

Longevity of the paint

Quality-price match

Easy availability

Ranked # 1 in customer satisfaction by J D Power & Associates 2011

Sample color for test coatings

Consultation before product selection

Low awareness about coatings

Reliance on contractors for product selection

Points-of-Difference Points-of-Parity

Engagement with professional Influencers

Social Media presence & traditional marketing

Lead-free & eco-friendly products

Zero VOC products

Benjamin Moore Product Catalogue

Paint Market Competitive Set

Benjamin Moore competes in each product category :Automotive Coatings, Architectural Coatings, Industrial coatings, Traffic paint and Decorative Coatings

Key Opportunities for the Brand and Why Oprah Magazine?

With its unique product features, comprehensive marketing strategy and expert service intelligence

A life style company rather than a paint company Do-It-Yourself Trend

• People are able to prioritize the dynamics of budget and performance responsibility with Benjamin’s Moore specifically formulated various paints.

• Expert service and intense focus on personalized service in a warm atmosphere invite people to relaxation that our target group will be interested in.

• The stores become a meeting place where people find what they need for their own projects.

• The quality, durability, longevity, extraordinary application properties and diverse alternatives with over 3300 color choices fulfill all the desires, wants and needs of the homeowners.

Environmentally Responsible Business StrategyMothers and professional working women value the environment a lot:

• Benjamin Moore Natura Paint ensures them that they can ‘breathe easy’ knowing that they have used the very best for their environmentally sensitive projects.

• Benjamin’s Moore commitment to breakthrough technologies creates a product portfolio with best-in-class performance whereas it even exceeds the most stringent environmental regulations.

• Its principle of safeguarding the environment ensures that the future generations will enjoy the healthy earth.

Countless Online and On-Site Service Opportunities

• Benjamin Moore is selling to consumers and delivering to their doorsteps via e-commerce and its web site, www.benjaminmoore.com.

• The Benjamin Moore “Shop Now” virtual store offers a wide range of products including interior paints, painting accessories, and even color fan decks.

• Experts counsel on product selections, suggest different painting ideas and also teach to style the walls, ceilings etc. through videos and free workshops and seminars in the stores.

• The programs like ‘Moore’s Color Matching System’ or ‘Color Lock’ display a high degree of effort for continuous development.

O, THE OPRAH MAGAZINE POSITIONING“Live Your Best Life” Positioning:

“O, The Oprah Magazine is a catalyst that helps confident, intelligent, affluent women live their best life. With an emphasis on personal growth, it engages and addresses every aspect of a woman’s life—the material, the intellectual and the emotional. It inspires women, challenges them and never talks down to them. An industry leader, it raises the bar—for women and for women’s magazines. As a result, each month, O, The Oprah Magazine forges a true emotional connection —unmatched in the publishing world—with nearly 16 million desirable consumers. “

Recent Awards Recognizing Magazine’s Editorial Excellence & Impact 2012 General Excellence Winner 2010 Named One of the Most Notable Launches of the Past 25 Years

Why Advertise with O, The Oprah Magazine?

• Higher response rate• Offers 360 Integrated

Marketing plan for brands

• A platform for book publishing

• Circulation: 2,444,934 • Part of Top U.S. 25

Consumer Magazines• The ‘O’ Effect on

brands and consumers

• Broad theme “Live your Best Life” has an appeal for a wider women audience

• Availability on multi-platforms such as digital, Ipad/tablets/smartphones

• Opportunity to host local in-store events/talk shows to drive traffic

• Oprah’s Angel Network is a great platform for corporate social responsibility tie-ups

Emphasis on Personal

GrowthInspiration

and Challenge

Editorial Excellence and Impact on society

Leadership in the

industry

TARGET AUDIENCE OF ‘O’ MAGAZINEUpper middle class women between the age 25- 55 years

PERSONAL GROWTH 16 %

HOME / FAMILY 5 %

HEALTH 5 %

ENTERTAINMENT 4 %

BUSINESS/TECH/FINANCE/NEWS 7 %

CULTURE 15 %

FOOD/BEVERAGES 11%

BEAUTY 12 % STYLE 17%

LIFE STYLE 7 %

“LIVE YOUR BEST LIFE”

Marketing and Financial Objectives For Benjamin Moore and O Magazine Partnership

•Increase brand awareness by 10 % by creating top of mind awareness for Benjamin Moore paints•Create educated “brand advocates”•Engage and establish dialogue with consumers •Implement an organic and viral word of mouth campaign•Generate 8 % higher positive sales lead through campaign

Introducing Benjamin Moore’s Colorful Souls Club!

What is The Colorful Souls Club?A community celebrating people who use color to enhance their lives (and the lives of those around them) in the most creative and impactful ways.

Who are the members?The Colorful Souls Club will be spearheaded by trusted influencers who will promote a series of events, campaigns, promotions, and editorial features in a two-year long National program that educates O magazine readers on how to use BM colors to brighten their environment and thereby enrich their souls.

Club Initiatives• Microsite to host details about the Club •Branded hashtag, #ColorfulSoulsClub for participants to tweet, Instagram and Facebook

CREATING THE “WOW FACTOR”

THROUGH

SPIRITUAL MARKETING TO BUILD HIGHER ENGAGEMENT WITH WOMEN

INTEGRATING BM WITH A RELEVANT SOCIAL CAUSE, COLORFUL SOULS ART AUCTION CUM CHARITY DINNER

BM STORE IMAGE MAKEOVER, COLORFUL SOULS LOUNGE

CONTESTS FOR COLORFUL SOULS CLUB MEMBERS TO ACHIEVE HIGHER BRAND ENGAGEMENT

Colorful Souls

Two Year Roadmap for Key Marketing Initiatives

Overview: Leverage BM’s paint recycle initiative and Oprah Magazine’s Angel Network to undertake a leftover paint recycle initiative and raise funds through an Art Auction Cum Charity Dinner for the restoration of homes affected by hurricane Sandy in the North and North East States. How we will do it: Buzz Phase: Several Doodling artists to doodle live in busy public places and encourage people to sign up for “#BM Color Splash” event to be carried locally in cities affected by Hurricane Sandy.“#BM Color Splash” event is primarily targeted to collect leftover paint at a central place and engage face-to-face with the participants. Oprah appeals to people to donate their unused (leftover) paint towards restoration of homes post Hurricane Sandy on BM and Oprah magazine website, BM and Oprah Magazine Facebook page. Video of Oprah’s appeal to be seeded on Youtube and tweets “#BM Color Splash” from Oprah to raise awareness about the leftover paint recycle drive.BM to use direct mail to appeal to their current customers to donate their leftover paint at the local “Color Splash” event. BM stores to install huge in-store banners to raise awareness amongst the walk-in customers to donate leftover paint towards the cause. Oprah magazine to carry the appeal in its monthly issue. Momentum Build-up Phase: Editorial series: Celebrating colors of life i.e. victory, struggle, patience, caring, sharing, love and compassion

through real stories of women, families and small scale women entrepreneurs about their experience and loss during Hurricane Sandy Continued…

BIG IDEA: INTEGRATING BM WITH A RELEVANT SOCIAL CAUSE “COLORFUL SOULS ART AUCTION CUM CHARITY DINNER “

How we will do it: Continued…Paint Collection Event: “Color Splash” Participants who signed up for ‘#BM Color Splash’ to play with organic dry colors and donate their leftover paint at these event More paint to be collected during the following weeks at BM stores and other convenient drop-out places such as common grocery stores – Stop & Shop, Safeway, Wal-Mart etc. Art Auction Cum Charity Dinner Famous Artists will be requested to donate their work for the cause.Elite businessmen, Socialites, Oprah Magazine’s Angel Network sponsors, artists and top media personalities to attend an Art Auction Cum Charity Dinner Funds generated through the Charity Dinner will be contributed towards restoration of homes affected by Hurricane Sandy. In-house architects and BM experts to render free consultation for the restoration of homes. Post Event: Oprah Magazine to publish amount of money raised and event pictures on the magazine website and Facebook page. Oprah Magazine to showcase houses/shops/boutiques that BM helped restore on its website. What we will achieve: To increase engagement level by 15% amongst the Oprah magazine readers and BM customers by integrating the brand with a relevant social cause

BIG IDEA: INTEGRATING BM WITH A RELEVANT SOCIAL CAUSE “COLORFUL SOULS ART AUCTION CUM CHARITY DINNER “

PICTORAL STORYBOARD OF COLORFUL SOULS ART AUCTION CHARITY DINNER

DOODLING SCREENS TO ENCOURGAGE PEOPLE TO SIGN UP FOR # BM COLOR

SPLASH

# BM COLOR SPLASH CUM PAINT RECYCLE DRIVE ORGANIZED LOCALLY

IN CITIES

ART AUCTION CUM CHARITY DINNER TO RAISE FUNDS FOR THE HOME RESTORATION POST HURRICANE SANDY

OPRAH APPEALS TO PEOPLE TO JOIN THE PAINT RECYCLE DRIVE AT #BM COLOR

SPLASH

LEFTOVER PAINT BEING COLLECTED BY BM TEAM

HOME RESTORATION IN NORTH EASTERN STATES

STEP 1STEP 3

STEP 2

STEP 4STEP 6

STEP 5

Meet The Colorful Soul Club Members!What We Will DoWe have identified influencers in several different categories that are relevant to our target audience including: parenting, green-living, organization, DIY, and health and well-being. What Will They DoEach of these influencers will serve as key members of The Colorful Souls Club and be asked to host and participate in activities sponsored by the Club. How All-Star CSC members participate in all Club activities Receive Colorful Souls Badge for their blogs & Update their Twitter profiles with @Benjamin_Moore Colorful Souls Club tag

INFLUENCERSEXPERTS

Parenting

Green Living

DIY/Design

Well-being

Colorful Souls Lounge at BM StoresWhat We Will Do• O Magazine will design a “Colorful Souls Lounge” Pop-Up in partnership with O

magazine and BM Where• At Benjamin Moore Retail stores Why• People can sit down and relax while they browse BM design and marketing materials and O Magazine to search for color choices.How• Lounge designed using BM paints and furnished with some of Oprah’s favorite Thing & redesigned (i.e. repainted and re-furnished) on a seasonable basis• Inaugurate the lounge with launch party

Colorful Souls WorkshopsWhat We Will Do Hosted by by our Colorful Souls Club Key Members, we will work with our Colorful Souls Club Key Members to host a series of free workshops/seminars. WhereColorful Souls Pop-Up LoungesWhyEducation on how color, specifically the variety of colors offered in the BM Palette and help enhance their lives and feed their soulsHow•People will come together to learn about how color choice can have a profound affect how they conduct their everyday lives•Topics will range from using color to create joy to using color to create tranquility in a variety of environments such as offices, children’s rooms, living rooms, gardens, etc. • Workshops will take place in the Reinforce concept of how giving to others can “feed your soul” by offering to donate paint to a local charity at each event.

Colorful Souls Color Block Paint Walls

What We Will Do: To create buzz and excitement about The Colorful Souls Club, we will invite O readers and BM consumers to participate in live Soul Painting sessions in busy public areas, like malls or parks in key cities.

How We Will Do It: • Create branded white walls for Benjamin Moore for Color blocking with QR Code• O Magazine reps there inviting people to pick a BM color that they think reflects the color of their soul• Consumers paint a small block on wall with color of their soul and their name• Hand out BM coupons • Wall labeled, “The Colorful Souls of ____” (depending on what city or park they are in)• Encourage participation through event listings on O Magazine website and social channels• Digital Colorful Souls Block Paint wall for those who can’t attend

Color Wars for Colorful Souls Contest What We Will DoWe will work with our Club Members to host a Color Wars Contest

WhereOn &

How to enter• Each Key Club Member will be assigned a basic color. • Consumers will be invited to join their favorite color team to participate in Color Wars. • Consumers will participate by creating their own Colorful Soul boards. • Club Members to compose blog posts w/ favorite color and BM shades. • Consumers to create Pinterest boards w/ BM shade and 4 of Oprah’s favorite things• Consumers to “like” the Benjamin Moore Facebook page and “follow” Benjamin Moore on

Pinterest to enter • Sharing options on Facebook and voting option to pick weekly winners• Grand prize awarded to winning team w/ most sign-ups

PrizeTo incentivize participation, we will donate a designated amount of money to “colorise” (i.e. repaint and remodel) a woman’s shelter selected by the ambassador of the winning team.

Sample Pinterest Board

Benjamin Moore

BM

GROUP RED GROUP PURPLE GROUP BLUE GROUP GREEN GROUP ORANGE

Additional ConsiderationsTheme Contest with Sensory Marketing

OverviewOrganize an image posting/sharing contests on the magazine monthly by sensory marketing

How we will do itEvery month design a story that includes a theme color and a theme odor. (e.g. Feb/story about love/pink/odor of rose)According to the theme story, the readers send us the pictures of their printing.

PrizeThen we can put the best ones on the magazine.

Sensory marketing on the contentPrint the pictures with real paint on the inside page of magazine. Put the smell of the theme odor on the fold of the page.

What do we achieveA more real, interesting and interactive experience Increase the participation and favorability of BM among young women

Product Placement in ‘O’ MagazineDrive in-store footfall of Moms & Kids through an interactive magazine placement

Paint it with a wet Brush and see what emerges

Scan this QR Code and you can order a 2 Oz. Color Sample of your choice

Ad in O Magazine

YOU ARE INVITED

to join our Colorful

Souls Club.

Pick your color and

start enjoying!

Monitoring ControlsMillward Brown Brand Tracking for measuring the impact and effectiveness of marketing initiatives on brand awareness and brand engagement.

What is being measured: Exposure, engagement, influence, and action.Various metrics to measure: Brand awareness, social media engagement, web channels’ traffic, volume and sentiment, and sales.

METRICSEXPOSURE ENGAGEMENT INFLUENCE ACTION

BRAND EMOTIONS ATTANDANCE IN EVENTS POSITIVE CUSTOMER REVIEWS WEBSITE STORE VISITS

SENTIMENT SIGNING-UP FOR CONTESTS RANKING IN CUSTOMER SATISFACTION PURCHASE FREQUENCY

SHARE OF POSITIVE VOICE ON FACEBOOK AND PINTEREST SURVEYS DONATION

REPEAT PURCHASE

EVENT ATTENDING

PROMOTION AND VOTING ATTENDING