T H E G L I D D E N b r I L L I a N c E c a M P a I G N S O L U T I O N

from Montana State University - Bozeman

i n n o vat i v e i d e a s & s t r at e g i e sPAINT FEARLESSLY

Just like the super volcano we live on, known as Yellowstone National Park, we at Caldera Collective are bubbling with explosive ideas. We consider ourselves a hot-spot of creative

energy with powerful potential.

E X E C U T I V E S U M M A R Y . . . . . . . . . . . . 2

R E S E A R C h . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

R E S E A R C h S U M M A R Y . . . . . . . . . . . . . 7

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C R E A T I V E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2

M E d I A P L A N . . . . . . . . . . . . . . . . . . . . . . . . . 1 8

S C h E d U L E S & b U d g E T S . . . . . . . . 1 9

E V A L U A T I o N . . . . . . . . . . . . . . . . . . . . . . . . 2 0

CoNTENTS2 INTRodUCTIoN

tHe CHaLLengeGetting DIYers to walk into Walmart is no problem. The real issue? Getting them to take notice and take the paint section seriously. What’s surprising is that Walmart’s foot traf-fic — 200 million customers weekly — is not driving Glidden Brilliance paint sales. Caldera Collective found that the DIYers in Walmart are often afraid to paint, so they turn to trust-ed home improvement stores with omnipres-ent employees. With this in mind, the goal of this campaign is to inspire these DIYers to be bold, free, and F E a r L E S S .

FoCUsMillennial DIYers are searching for self-ex-pression and independence. They are expe-riencing positive milestones, such as renting for the first time or having a baby. Their wildest creative visions need support and a little guidance in the right direction. Other paint companies’ campaigns promise inspi-ration without support. At Caldera, we seek to cut through the clutter to better relate to the reality of life’s M E S S I N E S S a N D I M P E r F E c T I O N S .

researCHCaldera hosted focus groups, observed the shoppers at the Walmart paint center, and interviewed employees to discover how to best convert DIYers into buyers. We’ve done all the hard work and provided the key

insights and numbers from our research. People weren’t afraid to tell us: they had misgivings about paint at Walmart. We discovered the roots of those doubts and D I ScOv E r E D w H aT M a k E S O U r Ta rG E T M a r k E T T I c k .

CreativeThe fear of failure stifles DIYers from finish-ing, starting, or even considering a painting project. How can our target market be fear-less with this debilitation? For the 2014 cam-paign, Caldera is going to normalize failure — because nobody can be perfect. By making failure a laugh-out-loud experience, we will empower DIYers to act boldly and paint fear-lessly. These reversed connotations will be a refreshing change from other paint brands’ messages and make the Glidden Brilliance Collection M E M O r a b L E .

eXeCUtionHow do we engage millennial DIYers? By pro-viding useful and refreshing content where they frequent most. This means social networking sites, music festivals and even their own smart-phones. Caldera also plans to convert existing Walmart customers with innovative in-store displays and advertisements. A combination of traditional and non-traditional media, mar-keting and in-store innovations will build awareness, trust, and excitement to paint fearlessly and stick with the Glidden brand F O r y E a r S T O c O M E .

LET’S bEgIN bEINg FEARLESS.

eXeCUtive sUmmary

RESEARChRESEARCh

Caldera’s objective is to capture 5% of the market segment de-fined as follows: DIYers who are Walmart customers but do not consider Walmart to be a viable paint retailer. Caldera will per-suade these customers to buy one gallon of Glidden paint, which will recover the cost of the campaign and gain over $28,000,000 additional dollars in sales.

BUsiness CaseA S S U M P T I o N S

There are 200,000,000 Walmart customers per week.

61% of all consumers are DIYers, making approximately 122,000,000 of the weekly Walmart customers DIYers.

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•  Focuses on demographics that are imaginative, ambitious, and responsive to professional help

• High ratings for performance attributes against similar competitors yet retails for only half the price

• Offers products for interior and exterior use in over 300 colors as well as an innovative ceiling paint

•  Lost 40% of its market share from 2003 to 2008, partially due to competitors investing in advertising at ten times Glidden’s level

• Walmart has only 9% of market share for interior and exterior paints

• Many brands have recently introduced new advertising campaigns and products (such as 2-in-1 paint and primer) in order to remain competitive

• Benjamin Moore and other competitors have far superior digital media campaigns

• Consumers interested in do-it-yourself projects represent an estimated 45% of all paint sales

• A large portion of consumers within the millennial DIY demographic have yet to establish paint brand loyalty leaving them open to explore Glidden Brilliance

o P P o R T U N I T I E S

T h R E AT S

s W o t a n a L y s e s Glidden Brilliance & Walmart

S T R E N g T h S

w E A k N E S S E S

• Walmart customers represent a huge market: 200 million shoppers a week coming through 3,500 US stores.

• Consumers with a DIY mentality of consumers appreciate Walmart’s convenience and affordability

• Of Walmart customers interested in DIY, 23% consider purchasing paint at Walmart; only 5% make the purchase

•  Misconceptions about quality and service are significant barriers to the purchase of paint at Walmart

• Walmart represents just over 5% of DIY paint sales and this share has been steadily declining

• Only 66% of DIY consumers are currently aware that Walmart sells paint

• DIY shoppers prefer to shop at Lowes, Home Depot, or other specialty stores for paint due to the perception of superior knowledge and professionalism

• 93,940,000 of weekly Walmart shoppers consider themselves DIY shoppers, but do not consider buying paint at Walmart

• Loyal customers of Walmart purchase everything from home decor to groceries in a “one-stop shop” experience making them more likely to consider buying paint at Walmart

o P P o R T U N I T I E S

T h R E AT S

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77% of DIYers do not currently consider buying paint from Walmart. This creates 93,940,000 customers in Walmart each week that are DIYers who do not currently consider buying paint in Walmart.

SOURCES: GLIDDEN CASE STUDY & MINTEL.COM/PRESS-CEN-T R E / P R ESS- R E L E AS ES/ 6 83/CO N S U M E RS- H Av E -T H E - M OT I vA-TIONBUT-LACk-THE-MONEY-FOR-HOME-IMPROvEMENT

TARgET MARkET4

C o N C L U S I o N ST R A I T SP R I M A R Y

S E C o N d A R Y

“I have a lot of questions and need a lot of help, and Walmart

doesn’t have the answers.”

“I get an urge to do something thrifty, like paint

furniture or just one wall. You know, a DIY project.”

“When you’re renting painting creates a sense of

ownership.”

– why she doesn’t buy paint at walmart

Millennials expect a much greater array of products and service

Millennials demand as much personalization and customization as possible

Value freedom of expression and a wide range of choice

More comfortable with professional guidance to make the best decision

Want the motivation & security to make a bold move

More comfortable with small projects with less financial investment

Willing to shop at Wal-Mart for the ease and price

The idea of Do-It-Yourself projects are popular because of their lower price

Use their personal space as an extension of their identity and personality

Painting signifies a new beginning and fresh start

Want to be self-sufficient and able to complete a project independently form start to finish

The median income of female millennials is $9,000 less than their male counterpart at $37,133 a year. 30% of their total income is spent on rent

13.1% of 18-29 year olds are unemployed

61% of millennials say their generation has a unique and distinct identity

Millennials strive to project a unique, individual image

Sees the beauty in the little things

Likes a good bargain

Striking out on their own for the first time

direCt From FoCUs groUPs

the YOUNG FREEDOM SEEkER

particular

tHriFtY

independent

1 Female Millennials / Age: 20-26 / Single renters / Either in college or starting their first job

aBoUt tHe target marketGlidden’s preferred target market is the DIY Walmart shopper. In the following pages, Caldera has outlined three segments with key insights to better understand this comprehensive market.

TARgET MARkET

“Ideally I would choose the color, then the furnishings,

but on my frugal budget I think how can I make this

all look nice together.”

“[A brand that is] more environmentally friendly and

doing green practices.”

- reasons why she would switch paint brands

“It took awhile to get someone at the counter, so we left and

went to Lowe’s.”

Hit hardest by the economic downturn

Driven by technological advances and the recent economic downturn

Millennials have become optimum bargain shoppers looking for deals on every purchase

Busy and money-conscious, these families can appreciate the price and convenience of Wal-Mart

Open to creative, Do-It-Yourself solutions

See opportunity in simple renovations and fixer-uppers

Conscious of their influence on the future generations

Value companies that are making changes to be more sustainable and less harmful

Want the entire painting process to be quicker and less time consuming

Need projects to be manageable and with reasonable time frames

Millennials are ready to reward a company depending on its commitment to environmental causes

Millennials believe their community extends past their own backyard

Busiest generation as children and continue to be in their adult roles as parents

“For the Millennial set, a full Outlook calendar seems to have replaced the sports car as the new status symbol. Being busy means you’re important, needed, and valued” (Casserly).

Every penny counts

Environmentally conscious

Constantly juggling activities

the TIME-DEPRIvED BARGAIN HUNTER

Frugal

eco-FriendlY

busY

2 Female Millennials / Age: 20-35 / Family Oriented / Renters or First Home Owners / Limited Income

C o N C L U S I o N ST R A I T S P R I M A R Y S E C o N d A R YdireCt From FoCUs groUPs

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6 TARgET MARkET

Fault-finding & critical

Have preferred brands

– on his choice of sherwin williams

“It’s easy to only see the flaws when you are the

one who painted it.”

“I told my painters to get the best paint possible.”

Experienced painters who are confident in their skills

Will pay for a higher quality of goods and convenience over doing it themselves

If the time has been invested, they want to see satisfactory results

Willing to invest more in order to achieve the highest quality

Past experiences have formed opinions towards the painting process

Lifestyle not changing as often as Millennials

Want a solution that will last

Already brand loyal

Has a defined lifestyle with more disposable income to spend on higher quality materials

the ExPERIENCED DELEGATOR

establisHed

3

perFectionist

Male & Females / Age: 45-63 / Prefer High Quality / Home Owners / Expendable Income

C o N C L U S I o N ST R A I T S P R I M A R Y S E C o N d A R YdireCt From FoCUs groUPs

H i e r a r c H y of T a r g e T M a r k e T sP R I M A R Y M A R k E T S S E C o N d A R Y M A R k E T

the YOUNG FREEDOM SEEkER & the TIME-DEPRIvED BARGAIN HUNTER

the ExPERIENCED DELEGATOR

Caldera has decided to put the pri-mary focus of our campaign on the millennial market in order to establish brand loyalty for Glidden Brilliance. Both young families and single rent-ers share common characteristics

that group them as a similar target market. The majority of this group has not yet completed a major paint-ing project, leaving an opportunity for Glidden to capture this market.

Based on our research in focus groups and observations, we have deter-mined that when people have their first positive experience with a paint brand they tend to remain loyal to that brand. In our focus groups, when asked what favorite paint brands came to mind, the Baby Boomers pre-dominantly had already established a

preferred brand. However, this group is highly diverse and shares common values and opinions towards paint-ing. Considering their predetermined brand loyalty and a lack of similarities with other target markets, we felt the budget dictated segmenting this group as a secondary target market.

7RESEARCh SUMMARY

From all the research methods employed by Caldera, focus groups proved to yield the most information. Groups composed of eight to twelve members of our target market participated in a series of free form associations and ques-tions. To achieve deeper insight into our target market’s thoughts, Caldera did a word count of what was most frequently said throughout each group. These words led us to key conclusions regarding the needs of our target market.

wHaT we Heard

researCH metHods

4 157210 emploYee interviewsIN THE WALMART PAINT SECTION

Hours at walmart40 IN PAINT SECTION 32 IN FREQUENTLY TRAFFICkED AREAS

Focus groups

Hours viewing competitors

REPRESENTING ALL TARGET MARkETS

TO GAIN FURTHER INSIGHT INTO OVERALL MARkET

t h e N E g A T I V E S I d E

t h e P o S I T I V E S I d E

8 RESEARCh SUMMARY

E M P L oY E E I N T E R V I E w I N S I g h T S

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WORkING CONDITIONS – Training was better before CBL Program (Computer

Based Learning) – Commonly understaffed

TYPICAL CUSTOMERS – Commonly are female renters and starting families – Choose Walmart for low prices – Low price is more important than brand name – Use Walmart as a one-stop shop

Caldera interviewed the paint section’s employees to discover how the paint section works as well as its most common customers.

T h E M E S

I N - S T o R E M I L L E N N I A L T R A F F I C b R E A k d o w N PA I N T S E C T I o N o b S E R VAT I o N h I g h L I g h T S

I d E N T I F Y I N g F E A R SThe primary markets have an inner desire to be indi-vidual, but often fear taking the first step in a daring direction. On their frugal budget, creating something for themselves is a more viable option than buying. However, when individual projects don’t turn out as expected, the results can be extremely discouraging. Therefore, the fear of additional expenses caused by changing a project due to an error or dissatisfaction can prevent them from being bold.

A L L E V I A T I N g F E A R SAt Caldera, we want to focus on designing a creative movement to empower the consumer to express themselves freely and establish their identity without fear of rejection. Our research has revealed the im-portance of independence and self-expression to our target market. With the assistance and support of the Glidden Brilliance product, Caldera will make paint-ing a liberating choice that will reflect the customer’s evolving life and personality.

Caldera observed female millennials in Walmart Bozeman over a four day period, discovering the depart-ments they most frequented. We found the most female millennials in the grocery and cosmetics sections. These insights led to effective in-store advertisement placement decisions. Caldera observed the paint section in Walmart

Bozeman over a four day period to discover how customers experienced it.

of customers visiting the paint section were 20-40 years old

of customers were not assisted by a representative

of customers brought no inspirational materials

of customers who visit the paint section leave with paint or supplies

48%93%78%42%

RESEARCh SUMMARY

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While painting is something our target market enjoys, they get intimidated by the mess of the painting process and the

probability of making a mistake

INSPIRE CONFIDENCE INNOvATE & SIMPLIFYDIYers pride themselves

in transforming their personal space into a unique

expression of themselves

Paint brand loyalty has yet to be developed in the millennial

target markets

Paint brand loyalty is largely dependent on a consumer’s

first successful painting experience and can result in a

life-long commitment to a brand

Our target market prefers to learn by doing,

but conversely lacks confidence in their ability

Our target market is intimidated by painting and

therefore values professional support and a quality product

to empower their creativity

Our target market doubts Walmart’s professionalism and

by extension Glidden’s ability to deliver a quality painting

experience

The process of choosing, buying, and preparing intimidates our

target market from undertaking a painting project. Without the

assistance available at WalMart, customers become discouraged

and less likely to invest in the Glidden Brilliance collection.

G E N E R AT E A P O S I T I v E S P I N O N T H E N E G AT I v E C O N N OTAT I O N S B E H I N D C R E AT I v E I N S E C U R I T I E S

S U P P O R T A N D S P O N S O R E v E N T S T H AT E N C O U R A G E F R E E D O M O F E x P R E S S I O N

R E P R E S E N T G L I D D E N B R I L L I A N C E A S

A R E F R E S H I N G v O I C E A M O N G S T C O M P E T I TO R S

E N A B L E O U R M A R k E T TO E M B R A C E “ FA I L U R E S ” A S

O P P O R T U N I T I E S F O R I N N O vAT I O N

P R O v I D E A S S I S TA N C E T H AT C A N E M P O W E R T H E C U S TO M E R TO C O M P L E T E

P R O j E C T S

C R E AT E A C O M M U N I T Y N E T W O R k O F I N S P I R AT I O N A N D T E C H N I C A L S U P P O R T

R A I S E A W A R E N E S S O F T H E vA L U E O F G L I D D E N

B R I L L I A N C E AT W A L M A R T

T R A N S F E R S A L E S F R O M C H E A P E R P R O D U C T S

A N D TO W A R D A M O R E q U A L I T Y I N v E S T M E N T

DEvELOP STEP BY STEP PRO-CESSES FOR ALL GLIDDEN

BRILLIANCE COMPONENTS TO GUIDE CUSTOMERS

A S S U R E C O N S U M E R S O F G L I D D E N B R I L L I A N C E ’ S

R E L I A B I L I T Y

C R E AT E A P O S I T I v E PA I N T-I N G E x P E R I E N C E F O R T H E

C O N S U M E R

B U I L D T H E C O N S U M E R S T R U S T TO E N S U R E F U T U R E

B R A N D LOYA LT Y

P R E S E N T G L I D D E N B R I L L I A N C E M O R E P R O F E S S I O N A L LY W I T H I N WA L M A R T

I N T E G R AT E G L I D D E N A D v E R T I S E M E N T S

T H R O U G H O U T WA L M A R T

R E I N F O R C E P E R C E P T I O N O F G L I D D E N B R I L L I A N C E

q U A L I T Y T H R O U G H P R O M OT I O N A L M AT E R I A L

I N C R E A S E I N T E R E S T A N D AWA R E N E S S O F

G L I D D E N B R I L L I A N C E

9RESEARCh SUMMARY

WHy a neW tagLine?In order to adequately represent the modern, bold, and clever per-sonality of Glidden, Caldera believes that a new tagline is necessary to better convey our ultimate concept and more effectively speak to our target markets. ‘Paint Fearlessly’ empowers the consumer to take action and embrace creativity with no inhibitions and has the flexibility to adapt to one’s colorful lifestyle. We believe ‘Paint Fearlessly’ represents similar values to ‘Glidden Gets You Going’ concerning the empowering aspect of having a supportive and quality product enabling any painting project. ‘Paint Fearlessly,’ however, is a unique call to action that further differentiates and positions the Glidden brand among its competitors.

CREATIVE10

M A I N g o A L S

By innovating the painting process, Glidden will remove the fear associated with painting and enable consumers to think beyond previous limitations. We will creatively empower our consumers by providing the inspiration necessary to start any project. Once started, consumers have the understanding that Glidden will deliver the quality to support all their wildest visions.

Research has revealed the importance of independence and self-expression to our target market. We want painting to be a liberating choice reflecting their evolving personality and changing lives rather than being a constricting chore. With a quality product to work with millennials will be able to fully embrace their decorative dreams.

Through research, we have also learned that paint brand preference is largely dependent on the brand used in a consumer’s first successful painting project. By providing consumers with a positive paint experience, Glidden will begin acquiring a stronger sense of brand loyalty and develop long-term relationships with its customers.

P R o b L E M S T o S o L U T I o N S

INTIMIDATING TO LIBERATING

CONSTRICTINGTO LIMITLESS

ONE-TIME USE TO LIFETIME BOND

the b I g I d E A

GLIDDEN EMPOWERS YOU TOPAINT FEARLESSLY.

SIMPLIFY PROCESSINNOvATE PRODUCTSPREAD AWARENESSGAIN LOYALTY

the 2 0 1 4 C A M P A I g N

FAIL bRILLIANTLY.

Our research revealed that one of the most com-mon fears was failure. This applies directly to our demographic because taking the first step in the painting process discouraged some from even starting a new project.

For our campaign, we seek to promote failure as a positive, exciting opportunity for innovation. By blatantly presenting failure as a humorous and light-hearted experience, we are enabling our target market to pursue their wildest visions and choose Glidden to guide them through the process.

C o M M U N I C A T I o N S T R A T E g Y

R E v E R S E CO N N OTAT I O N SEnable failure to become an empowering source of humor rather than a discouraging side-effect of projects

I N S P I R E AU D I E N C EReplace any feelings of being overwhelmed or anxious with a new sense of creative freedom

G U I D E & CO M FO R TProvide consumers with a sense of comfort and companionship through their painting process

C o M M U N I C A T I o NR E S U LT S

P R O G R E S S I O NGlidden will challenge common conceptions and creatively embrace the flipside of negativity

CO M M U N I T YSharing, encouraging, and helping others through their creative accomplishments and challenges

L I B E R AT I O NOur audience will feel more able to take on projects without the fear of failure and inadequacy

WHat do We mean?

L E T T I N G FA I LU R E B E A B E AU T I F U L , R E F R E S H I N G , A N D L AU G H - AT-YO U R S E L F T Y P E O F E x P E R I E N C E .

Caldera has developed a campaign to commence in May 2014 which utilizes traditional and digital media, promotions, and in-store marketing. Caldera will frontload the media buy to create momentum for the campaign. The focus will be on social media since it resonates with our target audience. Social media also represents a more cost effective and accountable option than traditional media. Intelligent use of promoted posts and SEO/SEM will ensure that the largest possible number of people have the opportunity to interact with Glidden. Our campaign will also make use of innovative print campaigns featured in traditional media formats. Guerrilla advertising tactics will be also be implemented to creatively display the ‘Paint Fearlessly’ campaign.

11CREATIVE

T o N E o F V o I C E :

WITTY & FreshEngage audience with clever combinations of language, visuals, and humor

CONFIDeNT & ApprOAChAbleDisplay both a confidence in the Glidden products as well as a friendly disposition that will encourage consumers to learn more about Glidden Brilliance being sold within Wal-Mart T h E M E d I A

MEdIASTRATEgY

12 TRAdITIoNAL MEdIA

Print CamPaign

S T o R Y b o A R d : R o o M M A T E S N E A k I N g J U I C E

There will be three magazine advertisements featured in Better Homes and Gardens during May, june, and july of 2014 with one ad per month.

Guy sneaks into kitchen as his

roommate is sleeping in the living room

Pours out some juice into a glass and then realizes the container

is empty

Carefully paints the outside of the

container to “refill” the juice

Caldera will sponsor three 30 second vignettes on HGTv: “Renting Tips,” “Painting Tips,” and “Pin This” that relate to our primary target market. In the fo-cus group, HGTv was the number one response when asked where respond-ents find inspiration.

interstitiaLCamPaignIn order to make the most of our budget and obtain maximum exposure, Caldera Collective has decided to create two Glidden interstitials shown at the begin-ning of popular DIY YouTube videos.

Hgtv vignettes

S T R AT E g I C P L AC E M E N T

• Run advertisements during the 2014 summer season and capitalize on the busiest time of the painting year

• Summertime will also be a busy season at Walmart in which customers will be collecting their various summer supplies and could be made aware of the painting section

g oA L S o F I M Ag E RY

• Base imagery around summer holidays such as the Fourth of July that were referenced as being near the peak of painting sales

• Cohesively tie into the ‘Fail Brilliantly’ campaign by showing humorous solutions to problems using paint

• Depict a refreshing spin on common mistakes that will connect with our audience

TA R g E T M A R k E T o P T I M I Z AT I o N

Better Homes and Gardens magazine is the optimal choice for Glidden’s print material considering it targets the DIY market and is referenced commonly by our millenial market. Relative to the other mediums within this campaign, our secondary market will be more receptive to magazine ads as they are a more traditional form of advertising.

CRITERIA FoR YoUTUbE VIdEoS:• Minimum of 1 million views

• General DIY video, not explicitly for painting

• Presented by and for millennials

• Submitted during the last six months

The Glidden ads will be shown be-fore four DIY YouTube videos, one ad per two videos. The plan is to cycle through different interstitials and new DIY videos every six months coincid-ing with the length of the campaign and allows for the DIY videos to re-main relevant.

h ow I T wo R k S

The Fearless or ______ Campaign encourages users to post im-ages from everyday life and spur discussion on social media. Using Fearless as the standard, we will choose other words such as Pointless, Tasteless or others that coordinate with holidays and timely events for the blank space. Fearless or Fashionless cam-paign will begin in late july to coordinate with Back to School.

g E N E R A T I N g C o N T E N T

We will seed a board and a few posts with appropriate content to give inspiration to our audience for the current content theme. For “Fearless or Fashionless”, there will be photos of questionable back to school attire. Glidden staff will choose the favorite photo and post it for users to either vote ‘fearless’ or ‘fashionless’ on the Glidden Facebook page.

Using Glidden’s Fearless or Fashionless content for the campaign, we will prime the users into content generation by using the selected hashtags. The post would show funny and relevant photos to get the audience ready for “Is it #FearlessorFashionless”.

Using the generated content, we will make a Facebook post using the “Fearless or _____”. Until Glidden’s Facebook audience gets larger, we will promote this post on Walmart’s Facebook and in our YouTube interstitials and DIY show vignettes.

13SoCIAL MEdIA

soCiaL media strategy F E A R L E S SE X E C U T I o N S

S E o / S E M

S P o N S o R S h I P S

SEO is used to optimize ranking for YouTube videos, websites, and apps

SEM is used for YouTube channels, online commercial spots, and websites

The budget for this segment is $2 million. This amount will be sufficient to drive a significant amount of traffic to our social media.

With our sponsorships, we must identify influencers that control a large portion of the female millennial audience.

Examples of possible sponsorships:

AndreasChoice (77,514,991 views) and Bethany Mota (196,399,766)

While researching influencers we will identify popular themes in their content such as household accessories, summertime activities, dream homes, fashion, DIY, cooking and related group boards to better build our user base.

FearLess or _______ caMpaign

Above is an example of a user entry and how to participate in the Fearless or Fashionless campaign.

14

FAIL-SAFE HOME INSPIRATION HOMEBRILLIANCE TIP

FULLSCREEN vIEW

Paint FearLessLy WeBsite

FaiL-saFe aPP

• Monthly challenges categorized as Interior, Exterior, and Wildcard.

• The Paint Fearlessly website will work in unison with the Glidden Fail-Safe App. Whenever a user uploads a completed challenge to the website it will automatically be added to the Inspiration Gallery within the app.

14 dIgITAL ASSETS

Our three step app shows off consumer generated inspiration, gives helpful insight into the painting process and promotes risk free trials of the higher end paint formula.

The inspiration section promotes the creative painting achieve-ments of the Glidden community. Research showed our target market felt mislead by the unobtainable results of professional paint jobs and were therefore dissatisfied with their results.

Brilliance Tips differ from standard tutorials in that they use humor to highlight what NOT to do while painting, portraying common painting failures and explaining how to avoid them.

Consumers choose three free paint samples in exchange for their promise to upload a snapshot of their finished project to the community. This promotes Glidden’s Brilliance series by putting the paint in the consumer’s hands and also increases the inspira-tion database.

Our Paint Fearlessly website offers the most advanced and crea-tive Glidden DIYers monthly non-traditional painting challenges. The goal is to increase Glidden Brilliance sales amongst frequent painters.

F E AT U R E S I N C L U d E :

15

in-store evaLUationAt Caldera, we believe that to increase Glidden Brilliance sales within Walmart we need to focus our energy on making the paint display more professional and serve as a destination that consumers can trust. The redesigned paint section in Walmart simplifies and clarifies the paint selection process while engag-ing the consumer in a friendly and comfortable space.

Caldera recommends implementing this in-store redesign in 50 stores nationwide while maximizing funds and also assessing the effectiveness. By targeting the highest traffic stores in the nation, Glidden will have a larger test market to determine the level of success while remaining within the budget. This leaves the option open to expand to additional stores if the redesign results in increase sales.

INCREASE EASE OF NAvIGATION• Brighter lighting • Lower central shelving• Reorganization of

product

ExPANDED COLOR AREA• Various lighting options • Streamlined color choices• Color pairings and eye-

catching room inspiration

SIMPLIFIED SHOPPING• Aisles wide and clear of

obstructions • Easy access for all

customers• Numbered directorial

signage

Allows shoppers to explore the Glidden App: • Search for color

inspiration• Become a part

of the Glidden community

• Encourages downloads on their own devices

PRIoRITIES oF IN-SToRE REdESIgN 15IN-SToRE

SMART, BOLD GRAPHICS• Raise awareness of Glidden’s presence

within Walmart

• Attract customers to the paint section

• Differentiation from existing, densely packed visuals

PARTICULAR PLACEMENT• Target high-traffic areas

• Adjacent to products relevant to target market such as make-up, groceries and home decor

PRIoRITIES oF IN-SToRE PRoMoTIoN INTERACTIvE TOUCHSCREEN

T h E F E S T I V A L S

Sasquatch (Quincy, WA) MAY 24–26

Bonnaroo (Manchester, TN) jUNE 13–15

Electric Daisy Carnival (Las Vegas, NV) jUNE 21–23

Lollapalooza (Chicago, IL) AUGUST 2–4

Outside Lands (San Francisco, CA) AUGUST 9-11

Rock the Bells (Holmdel, NJ) AUGUST 17–19

I N T E R A C T I V E S o U V E N I R S

COLOR ExPLOSIONSGlidden Brilliance will distribute “color bombs” (a mixture of paint pigment and flour) to members of the audience who can throw their “color bombs” into the air creating an explosion of color.

GLIDDEN SWATCH SUNGLASSESWe will hand out paint swatch shaped sunglasses to concertgoers with the goal of connecting the view of bright festival colors with Glidden paint available at Walmart. The inside top of the frame will read: “This Glidden color available at Walmart.”

T h E b E N E F I T S

CONTINUOUS PROMOTION Our primary target markets are heavily im-mersed in web culture. Once these concert events have taken place, videos are uploaded on the festivals’ websites and YouTube where they will continue to circulate. The Glidden banners, which will be strung across stage, will be visible to the online viewers and can contin-ue to promote Glidden Brilliance indefinitely.

S o C I A L M E d I A

TWITTER “WHERE WILL WE BE NExT?” GAMEFor the weeks leading up to the next festival, Glidden will post hints about which location is next on its painting “tour”. By keeping followers guessing, this encourages repeat visits to Glidden’s Twitter page and consumer interaction with Glidden Brilliance.

Mobile billboard that will travel to

music festivals with the Glidden

team

SPoNSoRShIPS & PR16

To creatively maximize our budget and extend our campaign’s longevity, Caldera will sponsor six music festivals’ main stage performances pertain-ing to the theme of being fearless through personal expression.

Public relations is a cost effective marketing tool. By creating intriguing message hooks, we will ensure that we gain coverage in relevant national media.

sPonsorsHiPs

PUBLiC reLations

E V E N T T Y P ET Y P I C A L P R E S S C o V E R A g E

M E S S A g E h o o k

FESTIvAL

GUERRILLAMARkETING

CSR

Rolling StoneNew York TimesHuffington PostBillboard Magazine

Toastmasters InternationalForbesWall Street Journal

Albany, New York: Times Union NewspaperABC News 10CBS Channel 6

Color Brightens Up U.S. Music Festivals

Glidden Helps to Reduce U.S.

Unemployment

Senior Paints Her Own Parking Spot

at Walmart

RESEARCH

T h E w o R k S h o P S

• Two half-day workshops held in 50 locations across the United States at local hotels and conference centers

• Fifty participants will be admitted into each workshop, which will be facilitated by professionally trained instructors

• Attendees of the conference will be provided a Glidden notepad, mustaches, goatees, and other comical facial accessories in order to enable a relaxed environment

• Awareness for the “Speak Fearlessly” workshops will be created by distributing flyers to local job service centers, Wal-Mart bulletin boards, and social media.

• A thirty-second YouTube video preview will be created that is related to Glidden’s “Paint Fearlessly” tagline

A driver, being frustrated by not being able to find a parking spot, decides that the best spot is the one that isn’t actually there - the one by the front door of Walmart. The driver parks and paints three lines around her car creating their own space. To complete the time-saving maneuver, the driver paints ‘Fail Conveniently’ next to her newly created space.

ADAPT TO LOCATIONTo fit our nation’s diverse regions, the ‘Fail Conveniently’ stunt will feature various means of transportation for each unique location. For instance, a dog sled will pull up in fron of Anchorage, Alaska’s Walmart location.

g U E R R I L L A M A R k E T I N g & CS R 17

To generate awareness of Glidden Brilliance while being budget conscious, Caldera Collective will utilize guerrilla marketing tactics. With Walmart being our prime location, we focused on capitalizing on their already vast customer base and iconic setting to begin building hype and recognition for Glidden Brilliance through guerrilla events.

Unemployment has become an increasingly preva-lent issue in the United States. As part of our CSR, we directly address this issue with an innovative approach. Our research has shown public speaking ranks amongst the top fears in today’s society. Tying into Glidden’s “Paint Fearlessly” campaign, we plan to implement sponsored workshops to enhance public speaking skills empowering those about to reenter the work force to “Speak Fearlessly.” Glidden will give those with public speaking anxiety a unique opportunity to face their fears.

CorPorate soCiaL resPonsiBiLity

‘ F A I L C o N V E N I E N T LY ’ P A R k I N g L o T P R o M o T I o N S T U N T

P R o M o T I o N

During the stunt, a paid videographer will record footage that will later be uploaded to the Glidden YouTube channel and promoted through the use of a ten second interstitial.

bUdgET18 MEdIA PLAN

T R A d I T I o N A L d I g I T A L

dIgITALPRoMoTIoN

IN-SToRE, MAJoR CITIES

TRAdITIoNAL

P R o M o T I o N S

HGTv SOCIAL MEDIA SPONSORSHIPS

CSR

IN-STORE & GUERRILLA

SEO & SEM

APP/WEBSITE

YOUTUBE

BETTER HOMES AND GARDENS MAGAzINE

• Identified as the number one source for DIY inspiration by our focus groups

• Markets itself toward female DIYers

• Engages our target market where they get their ideas

• Builds a community of users to strengthen brand loyalty

• Promoted posts will create interest in Glidden quickly

• Music festivals have high attendance from millennial demographic

• Receives lasting impressions from repeated Youtube views

• Unemployment is a major issue in the United States

• Caldera is taking innovative steps to combat the problem

• Directs traffic to the paint section

• Utilizes Walmart’s large customer base

• Builds buzz for Glidden

• Signage in parking lot

• Utilizes the largest Walmart in the U.S. (Albany, NY)

• SEO and SEM drives significant traffic to the Glidden website and social media sites

• Makes finding Glidden online simple

• Easily managed for budgetary control and accountability

• Can be continually fine-tuned for optimal results

• Helps empower our target market to overcome their fear of “taking the first step”

• Makes the painting process an enjoyable activity from start to finish

• Very high viewership among young DIYers

• Minimum of 1,000,000 views each for all 4 videos

• High readership from DIYers

• Maintains relationships with “Experienced Delegators” and other current readers

• A primary reason to purchase Better Home and Garden is to view advertisements

A g E N C Y C R E A T I V E FEE

A L L S T o R E S

1 7. 7 5 % — T R A d I T I o N A L4 3 . 0 0 % — d I g I TA L1 5 . 7 5 % — P R o M o T I o N8 . 5 0 % — I N - S T o R E , M A J o R C I T I E S 1 0 . 0 0 % — A L L S T o R E S5 . 0 0 % — A g E N C Y C R E AT I V E F E E

M AY J U N E J U LY A U g S E P T b U d g E T o U T L AY

TRAdITIoNAL

BETTER HOMES & GARDENS $1,275,000

HGTv vIGNETTES $500,000

dIgITAL

SOCIAL MEDIA $1,500,000

S.E.O. $1,000,000

S.E.M. $1,000,000

YOUTUBE $800,000

PRoMoTIoN

SAMPLES $720,000

SPONSORSHIP $500,000

CSR $305,000

PUBLIC RELATIONS $50,000

IN-SToRE MARkETINg: MAJoR CITIES/50 SToRES

GUERRILLA $300,000

PAINT DEPT. DISPLAY $500,000

TOUCH SCREEN $50,000

ALL SToRES

POS PRINTING/SIGNAGE $1,000,000

AD AGENCY FEE $500,000

ToTAL: $10,000,000

19MEdIA SChEdULE

FAIL SUCCESS

Caldera has developed a unique measurement tool, “ThE PERFoRMANCE PALETTE.”Objectives will be set to measure the following on a monthly basis. This information will enable Glidden to fine-tune the campaign as necessary in order to maximize effectiveness.

Every six months

0

0

0

0

100%

100%

100%

100%

0 100%

20 CAMPAIgN EVALUATIoN SoURCES

MARkET RESEARCH

MEDIA PLANNING

• Casserly, Meghan. “If Time is Money Millennials are Broke Busy Obsessed.”

Forbes. Forbes.com LLC, 09 05 2012. Web. 6 Mar 2013. <http://www.

forbes.com/sites/meghancasserly/2012/09/05/if-time-is-money-

millennials-are-broke-busy-obsessed/>.

• hgtvadsales.com/aboutus/research.pdf- media plan

• http://provost.hamptonu.edu/cte/docs/psych_profile.pdf

• http://news.medill.northwestern.edu/chicago/news.aspx?id=203391

•  http://blog.nielsen.com/nielsenwire/media_entertainment/gender divide-reaching male vs female millennials/

•  http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_

• 11_1YR_GCT2514.US01PR&prodType=table (this is just the U.S. census)

• http://pewresearch.org/pubs/1501/millennials new survey generational-personality upbeat open new ideas technology bound

• http://www.pewsocialtrends.org/2010/12/20/baby boomers approach 65-glumly/

• http://library1.njit.edu/staff olders/sweeney/Millennials/Article Millennial-Behaviors.doc

• http://business.financialpost.com/2012/09/21/millennials split along-gender lines/

•  http://blog.barkleyus.com/2011/10/24/millennials and cause seven things-we learned from 5493 people/

• http://www.cbsnews.com/8301 505146_162 57519340/why cant baby-boomers save enough money/

wEbSITE VISITS

gLIddEN bRILLIANCE SALES IN wALMART

APP dowNLoAdS

SoCIAL MEdIA ACTIVITY

oVERALL bRANd hEALTh

RESEARCH21

j I M A L D E R S O NF L Y I N G H O R S E C O M M U N I C A T I O NI N S T Y P R I N T Sk B z k B O z E M A NM S U C O L L E G E O F B U S I N E S SM S U O F F I C E O F S T U D E N T A C T I v I T I E S M S U S C H O O L O F A R TO ’ B E R R Y C O L L A B O R A T I v EW A L M A R T B O z E M A N

M I C h A E L b E C h L E Rd A N C L E Md A V I d d R I S C o L LM o R I A h E L L I gP E I h A N h A oC o R b I N h U T C h I N S o NT U C k E R k I R S C h N E RM A R Y L o U k E

A L L I E M C R A ES h AY L A P R E E S h LT I N A S M I T hC h R I S S T A N I C kV A N E S S A S w E N S o Nb R Y C E T I E R N A Ng A V I N V o E L L E RP I E R C E w A R E

thank you.

from Caldera CollectiveF E A R L E S S L E A d E R : M I k E g o L d