NSAC 2013 by Amanda Nguyen

E OF

1 Opportunity Revealed 2 Objectives 4 Research 6 Target 7 Brand Destination 8 Campaign Platform 9 Plan 10 Prime 12 Promote 16 Paint 18 Schedule 19 Evaluation 20 Appendix

Y R EVEALED

Walmart, where millions of consumers shop, is well known for creating everyday specials for items ranging from groceries and clothing to housewares and electronics. However, paint is not typically on this list. This is the opportunity. Consumers believe that home improvement and specialty paint stores are the best source for all their painting needs, and the market has reinforced this idea. Our plan is to change this perception by positioning and promoting Glidden as an everyday ingredient that makes the everyday special â&#x20AC;&#x201C; from an everyday life event to an everyday occasion. Glidden becomes the everyday paint that consumers use anytime. Any home refresh project can be accomplished with everyday Walmart products, turning inspiration into instant achievement. Just add Glidden. Suddenly, the everyday Walmart shopper becomes the everyday Glidden buyer. Hereâ&#x20AC;&#x2122;s how we, at the Valenti Group, will do it.

Building Glidden brand awareness... Our plan is to increase Glidden sales at Walmart by 35% just as “Glidden gets you going” did for Glidden sales at Home Depot in 2010. To achieve this, we have devised a plan to increase Glidden awareness at Walmart from 66% to 89%, which will increase market share from 9% to 12%, making Glidden a $1 billion brand at Walmart.

SWOT ANALYSIS

STRENGTHS • Walmart’s convenience as a one-stop shop • Walmart’s everyday low prices • Glidden’s history of innovation • Glidden’s DIY legacy

WEAKNESSES • Walmart’s poor customer service and employees’ lack of paint knowledge • Consumers’ lack of Glidden brand awareness • Association of Walmart’s low prices with low quality

OPPORTUNITIES • Use new media to reach the target market • Low awareness of small everyday projects • Technology that impacts the paint purchase process

THREATS • Strong competition from hardware, home improvement and paint specialty stores • Category with nearly identical deliverables • Consumer perception that painting is difficult

by overcoming these obstacles. CATEGORY INSIGHTS

$26,482,775

COMPETITION

$17,926,639

Competition is fierce. Behr, Valspar and Sherwin Williams outspend

$14,104,017

Glidden as much as 3 to 1.

$6,988,618

Employment, Total US and Frequent Walmart Shoppers

Total US (BLS)

ECONOMY Unemployment continues to hover

Frequent Walmart Shoppers (IRI Panel and CPS data Oct 2011 - Jun 2012)

11.30%

around 7% nationally but is even

9.59%

greater for the Walmart shopper. The latest report shows Walmart shoppers

8.90%

8.20%

with 9.59% unemployment. Oct

Nov

Dec

Jan

Feb

Apr

Mar

2011

PAYCHECKS SHRINK For those who are employed, paychecks are shrinking. Combining the expiration of the 2% payroll tax break with an additional 1% for Medicare, consumers are seeing their paychecks shrink by 3%.

“Our household income is high enough to satisfy most of our desires/wants”

Higher Confidence

“My household never seems to get ahead, even when our income goes up”

Lower Confidence

purchases such as paint.

high better ridiculous

on the rise. In fact, gas alone is at a

consumers may delay non-necessity

2012

Generally Coincides with...

Food, gas and housing costs are all

household spending. This means that

Jun

Higher Agreement With Statement...

PRICES ARE RISING

record level accounting for 4% of all

May

decreasing

expensive

lower

What are the first three words that come to mind when we say “current gas prices”?

We set out to understand the Glidden and Walmart consumer... OBJECTIVES

STRATEGIES

• Utilize research to identify consumer perceptions towards

• To gain insight into the Walmart and Glidden consumer, we

Glidden, Walmart and painting

utilized both qualitative and quantitative research methods

• Understand consumers’ attitude, awareness and usage of

including: online surveys, sentence completion, word

Glidden being sold at Walmart

association and professional interviews

QUANTITATIVE - Online Survey (400 Respondents) People don’t associate home décor and paint with Walmart. HOME DÉCOR

People favor Walmart’s prices but not its customer service.

PAINT

6% 8% OTHER STORES

50.1% Better price

94% 92%

81.7% Lack employee knowledge of paint

When thinking about purchasing paint or doing a home décor project, which retail stores come to mind?

Behr owns top-of-mind awareness.

73.6% Bad customer service

How would you compare buying paint at Walmart to other retailers?

Glidden has low advertising equity.

Glidden is not viewed as innovative. BEST QUALITY (58.2%)

Ask Sherwin Williams = 77.7%

36%

Good. Better. Behr. = 68.1%

12%

MOST POPULAR BRAND (36.9%)

Valspar – Love Your Color Guarantee = 24.7%

52%

Glidden gets you going = 20.7%

When thinking about paint brands, which one first comes to mind?

INNOVATIVE (11.1%)

Which of the following taglines are you familiar with?

Paint brands and their top attributes.

Consumers consider buying paint at Walmart for small, not large, projects. 42.1%

Painting a room in the house

39.7%

Paint an accent wall in the house

35.3%

Paint accessories Paint furniture or cabinets 30%

Paint wall art Maintenance painting (interior or exterior) 18%

Paint an entire interior of the home Paint an entire exterior of the home

12%

For which home décor or improvement projects would you consider buying paint at Walmart?

34%

29.4%

and found out that they don’t understand the brand. QUALITATIVE (50 Respondents) CUSTOMER AND ASSOCIATE INTERVIEWS (50 Respondents)

EXPERT INSIGHT

Walmart shoppers and associates aren’t confident about buying paint at Walmart. “I don’t think of Walmart for paint.”

“Walmart is focused on delivering their brand promise: “Save Money. Live Better.” It means getting the best quality in less time for the least amount of money.” Alex Lopez-Negrete President and Chief Executive Officer, Lopez Negrete Communications

“I would go to stores like Home Depot or Lowes.” “No, I couldn’t find anyone to help me.”

CONSUMER

MIND MAP (50 Respondents)

“If my co-workers were more knowledgeable...”

Glidden is viewed as a dated brand.

“I would probably go to Home Depot.”

uninspiring

“What paint center?”

ASSOCIATE

unaware

plain

old-fashioned

unfamiliar

ADVERTISING

Would you consider buying paint at Walmart?

dated BRAND

traditional forgettable

WORD ASSOCIATION (50 Respondents) Painting is viewed as fun yet challenging.

hardPainting color

tough

crafty

fun

one-stop shop

project

convenient

DIY

change

time consuming fun

expensive

time consuming

project

WALMART difficult

intimidating scary

What first comes to mind when you think of painting?

cheap dirty

bad customer service lack of knowledge

disorganized

What are the consumers’ perceptions of Glidden?

BARRIERS TO OVERCOME

EXPERIENCE

AWARENESS

BRAND

WALMART EXPERIENCE

GLIDDEN & WALMART

GLIDDEN

Consumers lack

Neither Glidden nor Walmart

Glidden has a relatively

confidence in the paint buying

is viewed as top-of-mind when

low advertising equity

experience at Walmart.

consumers consider DIY projects.

and is viewed as dated.

To improve consumer confidence… The target is named “Simple Solution Seekers,” because they are looking for everyday home decoration and improvement ideas. They are segmented into three groups (ME, WE and US) based on life stages that naturally trigger home improvement projects.

SIMPLE SOLUTION SEEKERS

RENTING DIYer SHOPPER

WALMART PAINT SHOPPERS

WALMART HOME BUT NOT PAINT SHOPPERS

Laura is a college graduate

Maria and Terry just bought a new

George and Sandra have just

who just moved into her first

home. They both work full-time and

become empty nesters. With all

apartment. She is eager to

are always on the lookout for ways to

of their free time, they can finally

personalize her home through DIY

make improvements. They enjoy the

update their home in the way

decoration. Although she lacks

thought of making special memories

they’ve always wanted.

experience, she can’t wait to show

for their children with simple and

off her “interior design” to friends

affordable DIY projects.

and family.

CONSUMER INSIGHT Simple Solution Seekers look for everyday home projects to fulfill emotional needs from expressing individuality (ME), making family memories (WE) or for personal satisfaction (US). They are driven by convenience and value yet don’t want to compromise quality.

D DE STI NATI O N

we must connect emotionally. Our campaign is designed to change Simple Solution Seeker brand perception and behavior by creating a new category that Glidden can dominate.

TODAY’S BELIEF

TOMORROW’S BELIEF

“I associate painting with remodeling

“At Walmart, everyday projects can

and big projects. When I need to buy

be achieved conveniently, and I can

paint, I go to home improvement or

get a quality brand like Glidden for a

specialty stores for brands like Behr

great price.”

or Valspar.”

TODAY’S BEHAVIOR

TOMORROW’S BEHAVIOR

“I don’t view paint as an everyday

“I can easily turn my inspiration into

purchase, so when I start a new project,

action with Glidden at Walmart.”

I go to a home improvement store.”

CHANGES BRAND PERCEPTION

FROM

Sometime

Anytime

Complex

Simple

Dated Slow

Contemporary Fast

CREATES NEW CATEGORY Everyday

Instant

Refresh

While competitors focus on large projects from remodeling to redecorating, Glidden creates a new category that emphasizes an everyday

Redecorate

instant refresh with simple DIY projects. Remodel

N P L ATFOR M

Creating the Big Idea... STRATEGIC IDEA Our strategy highlights Walmart’s everyday low prices and Glidden’s simplicity. This positions Glidden as the special ingredient that makes everyday items and occasions instantly come to life, fulfilling the emotional needs of Simple Solution Seekers.

CREATIVE IDEA Our idea is to be able to instantly transform any space or item just by adding Glidden paint. Combining Glidden’s simplicity with

Glidden Makes The Everyday Instantly Special.

Walmart’s convenience means that anyone can paint at anytime.

ANYONE

ANYTIME

INSTANT

CREATIVE EXECUTION The combination of Glidden and Walmart puts the consumer in control of their home improvement needs. Featured graphics demonstrate how the target can transform an everyday life event or occasion into something special. Whether it is turning the everyday patio into an everyday getaway or an everyday room into everyday play.

TAGLINE “Go. Do.” is a call to action that leads into the tagline “Glidden gets you going,” encouraging Simple Solution Seekers to turn everyday inspiration into instant action.

TONE The tone of the campaign uses informal and inspirational language to connect emotionally with Simple Solution Seekers maintaining Glidden’s brand voice.

and bringing it to life.

PRIME

PROMOTE

PAINT

How:

• Creates Instant Solution Center

• Use inside out media strategy that

• Make Glidden an everyday purchase

• Creates Instant Online Solution website

works from in-store to digital

• Create and maintain personal

• Highlights Glidden’s Benefits

• Combine traditional and

relationships with consumers

• Combines the in-store and

non-traditional media

• Involve Walmart associates to

online experiences

• Kick-off instant savings promotion

increase sales performance

When: March and April, leading into the

When: May through July, the core

When: May 30 through September 31

May selling season

selling season

Why: Addresses Experience Barrier

Why: Addresses Awareness Barrier

Reinvent the Customer Experience

Increase Awareness and Trial

Create an Instant Connection

Why: Addresses Brand Barrier

Reinventing the customer experience... In today’s retail environment, customers expect a highly personalized and integrated cross-channel brand experience. The Instant Solution Center reinvents the paint buying experience by making it engaging, interactive and fun.

INSTANT SOLUTION CENTER INSTANT HOW-TO Guides consumers through Instant Solution Center and allows them to view different colors on their project

POINT OF SALE ADS Provides ideas and instructions for simple DIY projects that incorporate Walmart products

GO. DO. TEST STATION Use paint testers to find your color

Go. Do. Easy

2 in 1 Paint and Primer

Safe

Low-Odor VOC Free

GLIDDEN TELEVISION

Original

Runs campaign ads and special promotions

Go. Do. Fácil

Pintura y Base 2 en 1

Seguro

Es bajo en VOC

Original

America’s First Paint

La primera pintura de America

Glidden gets you going

COUNTER CARDS Outlines Glidden’s benefits in both English and Spanish 10

from in-store to online.

INSTANT ONLINE SOLUTION INSTANT INSPIRATION

INSTANT HOW-TO

Search simple DIY projects that include Walmart products

Instructional videos that guide consumers

INSTANT COLOR Upload your images and explore color possibilities

ORDER ONLINE Purchase your paint and have it ready for convenient pick-up

MOBILE APP What: Connects to the Instant Solution Center so you can order online and reserve a pick-up time Why: 79% of mobile users use their smartphones for product research and shopping

Increase awareness and trial... OBJECTIVES

STRATEGIES

• To generate 90% reach with an average 12 frequency so

• Use an inside-out strategy that includes in-store, digital and

that 50% of our audience will see the campaign three or

selective traditional media

more times

• Create a storewide trial event

• To create immediate trial

• Frontload support to maximize awareness and trial • Adjust the campaign based on market and media dynamics

KICK-OFF INSTANT SAVINGS PROMOTION What: Consumers will receive $10 worth of Walmart brand items with purchase of a Glidden Paint Tester

Instant Savings

Why: To gain in-store consideration and awareness with our target and promotes interaction with the new

$10 worth of Walmart brand items with purchase of a Glidden Paint Tester

streamlined in-store system

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How Many: 200,000,000

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What: Decals in Walmart’s high traffic areas How Many: 31,200,000

FREE

Glidden gets you going

How Much: $1,140,000

Why: Industry average sales increase of 17%

Instant Savings $10 worth of Walmart brand items with purchase of a Glidden Paint Tester

by promoting instant savings. WEBSITE BANNERS What: Behaviorally targeted banners on high traffic sites and Walmart homepage Why: Online banners have a 125 viewership index How Many: 120,000,000 How Much: $510,000 Turn your everyday home into everyday play

Go. Do.

Get in-store coupons for everyday savings.

Glidden gets you going

Graphics demonstrate how the target can transform an everyday life event or occasion into something special. Colors on the image, tagline and call to action change to demonstrate this transformation.

NATIONAL BROADCAST What: Roadblock of 15-second primetime commercials Wednesday, April 30, at 8 p.m. CST on ABC (Modern Family), CW (Supernatural), and FOX (American Idol) with ongoing support on HGTV Why: Roadblock generates 50% reach and HGTV has a 150 viewership index How Many: 44,633,300

How Much: $1,300,000

(Frame 1) VO: Turn your everyday

(Frame 2) VO: patio into an

(Frame 3) VO: everyday

(Frame 4) VO: getaway. (Pause)

Glidden gets you going

(Frame 5) VO: Instant freedom.

(Frame 9) Sound Effects: Transition Sound

(Frame 6) Sound Effects: Ocean/Seagulls/Etc.

(Frame 7) Sound Effects Cont.: Ocean/Seagull/Etc.

Go. Do.

Get in-store coupons for everyday savings.

(Frame 10) Sound Effects: Transition Sound VO: Go. Do.

(Frame 11) Sound Effects: Transition Sound VO: Get in-store coupons for everyday savings

(Frame 8) Sound Effects: Transition Sound VO: Glidden gets you going

E CO N T.

PRINT: MAGAZINE What: Full-page four-color ads in two issues of three magazines Why: Highest circulation publications for each of the three Simple Solution Seekers target segments ME - Cosmopolitan WE - Parents US - Better Homes and Gardens. (DIY edition) How Many: 3,476,800

How Much: $1,200,000

Instant Dormroom Turn your everyday space into the everyday you. Go. Do.

Instant Freedom

Instant Enchantment Turn your everyday home into everyday play. Go. Do.

Glidden gets you going

Turn your everyday patio into an everyday getaway. Go. Do.

Glidden gets you going

life made simple

INSTANT SOLUTIONS IN-STORE MAGAZINE PARTNERSHIP WITH HEARST What: Quarterly, Glidden magazine available digitally and at Walmart stores Why: Creates awareness of Glidden and inspires projects similar to Walmart’s Delish magazine, which quickly became a top-five food publication How Many: 18,000,000 How Much: $300,000

SEARCH ENGINE MARKETING

BLOGGER SPONSORSHIP

What: Specific keywords that tie into our campaign i.e. instant

What: Sponsor popular DIY bloggers on Pinterest through

solutions, home décor, DIY

Pinbooster

Why: 69% of consumers search for home improvement and

Why: DIY pins have a 42% higher click-through rate than

décor products online

other pin types

How Many: 63,750,000

How Many: 5,000,000

STREAMING VIDEO

SOCIAL MEDIA ADS

What: Behaviorally targeted 15-second pre-roll ads on Hulu

What: Use promoted tweets on Twitter and behaviorally

and YouTube

targeted newsfeed ads on Facebook

Why: Online video now accounts for over 5% of total

Why: 58% of consumers look to social media for exclusive

broadcast viewership

content, events or sales

How Many: 85,000,000

How Many: 61,500,000

How Much: $510,000

How Much: $250,000

How Much: $500,000

Creating a lasting connection... OBJECTIVES

STRATEGIES

• Create events, promotions and sponsorships that will

• Develop ongoing social media programs building on

generate public relations and social media buzz

Glidden and Walmart’s existing digital assets

• Build ongoing social media efforts that foster lasting loyalty

• Develop partnerships that extend the campaign

• Provide additional support to nine key markets

• Develop promotional support for key opportunity markets

POP-UP DIY DEMONSTRATIONS What: Pop-up stores featuring DIY projects will be placed in key Walmart opportunity markets Why: Special displays have historically increased sales by 14% at Walmart How Many: 108,393,700 How Much: $500,000

KEY OPPORTUNITY MARKETS Nine opportunity markets have been selected based on a high concentration of Walmart stores Market

Population

% of

Walmarts

# of

% of Walmart Stores

Index

Atlanta

1.85%

2.35%

127

Birmingham (Ann & Tusc)

.65%

1.16%

179

Dallas – Ft. Worth

2.06%

2.55%

123

Houston

1.70%

2.00%

118

Indianapolis

.96%

.98%

102

Kansas City

.80%

1.04%

130

Orlando – Daytona Bch, Melbrn

1.15%

1.62%

141

Raleigh – Durham

.87%

1.19%

136

Tampa – St. Pete (Sarasota)

1.52%

1.83%

120

Total

11.56%

508

14.72%

127

Kansas City

Durham Raleigh Birmingham Atlanta Dallas Houston

Indianapolis

Tampa

Orlando

from the store to the home. RELOCATION NICHE PROGRAM What: Using Moversource, coupons will be sent via direct mail to “change of address” applicants within a 3-mile radius of a Walmart Why: Focuses on moving as a key-trigger for refreshing a home How Many: 154,000

How Much: $346,000

HOME FOR OUR TROOPS SPONSORSHIP What: On Memorial Day weekend, each time a consumer purchases a can of Glidden paint, an additional can will be donated to “Home for Our Troops” Why: In 2012, Homes For Our Troops raised over $10 million to build homes for returning veterans and their families, which ties into Walmart’s pledge to hire 100,000 veterans over the next five years How Many: 127,180,132 How Much: $50,000

INSTANT CHANGE CHALLENGE What: Consumers submit unique uses for Glidden paint and the person with the most likes on Facebook or re-pins on Pinterest will receive a $1,000 Walmart gift card and may be featured in Glidden advertising

Glidden paint is available at Walmart stores near you. www.glidden.com

Why: Similar contest by Chipotle garnered 100,000 participants How Many: 108,900,000 How Much: $9,000

WALMART BREAKROOM MAKEOVER What: Every week, the Walmart that has the highest Glidden sales will receive an employee breakroom makeover Why: Builds on current Walmart incentive programs introducing Glidden to Walmart associates in a fun and engaging way How Many: 30,075,000 How Much: $20,000

JUNE

Finalizing the plan... MAY (kick-off)

MEDIA SCHEDULE 60% of the budget has been allocated to the first two months of the program with the remaining 40% to the latter three months. The total program delivers a 95% reach with a 20 average frequency and a 3+ reach of 75% fulfilling our set

JULY

awareness goals.

SEPTEMBER (end) AUGUST Media

Tactics

Cost

Impressions

IN-STORE

Percentage 21.80%

Walmart In-Store Media Promotions

Walmart Smart Network

$1,000,000

2,800,000,000

Sponsorships

In-store Floor Decals

$855,000

31,200,000

Social Media

In-store Magazine Partnership with Hearst

$300,000

18,000,000

Streaming Video

Walmart Breakroom Makeover

$20,000

30,075,000

TRADITIONAL

SEM 25%

Banner

National Broadcast

$1,300,000

44,633,300

Direct Mail

Print: Magazine

$1,200,000

3,476,800

DIGITAL

22.80% Search Engine Marketing

$510,000

63,750,000

Streaming Video

$510,000

85,000,000

Website Banners

$510,000

120,000,000

Social Media Ads

$500,000

61,500,000

Blogger Sponsorship

$250,000

5,000,000

Instant Change Challenge

$9,000

108,900,000

Kick-off Instant Savings Promotion

$1,140,000

200,000,000

Relocation Niche Program

$346,000

154,000

Home For Our Troops Sponsorship

$50,000

127,180,132

Pop-up DIY Demonstration

$500,000

108,393,700

PROMOTION

Broadcast TV

14.9%

EVENT

5.50%

PRODUCTION Production Total

$1,000,000 $10,000,000

100

BUDGET

RETURN ON ADVERTISING INVESTMENT

All production markup and media commission in the $10

This plan will increase Glidden sales at Walmart from $720

million budget are net. This will cover the $500K agency

million to $952 million based on achieving our awareness

fee, providing a dedicated team of management, planning,

goals. That is an incremental $252 million of revenue, which

creative, media, production, traffic, social media, public

will translate to $93 million of gross profit based on a 37%

relations and local event coordination to staff the account.

industry paint profit margin. The result is $8.30 of profit

Plus, it provides an additional $1 million that can be either allocated to extend the plan or held as a contingency. 18

10% 3,807,262,932

for every $1 invested in advertising.

and measuring success. Pre-Testing (n=100) Testing confirms that the campaign will be effective. 80% found it likeable and memorable. 50% indicated that it would motivate them to consider purchasing Glidden paint.

Pre-Testing Responses “I like the idea.

“When I look

I get it. I can do

at it, I think

this myself.”

it’s young and contemporary.”

Post-Testing Valenti Group will measure the market effectiveness by :

– Sonia, 40

– Kate, 22

• The number of impressions in the media plan

“It’s simple

“It feels clean,

• The number of likes and engagement on social media

and sweet.”

fresh, and

• Semi-annual brand health studies

• The number of coupons redeemed

peaceful.”

• The number of participants at events/promotions We ask that you provide measures of: • Glidden sales • Glidden shopping basket size

– Jimena, 32

– John, 51

• Walmart associate satisfaction The campaign will be closely monitored so that media and market-level support adjustments can be made if necessary.

FUTURE THOUGHTS This campaign sets in motion an instant everyday refresh movement that can be sustained beyond the 5-month program and has endless possibilities to be relevant to different cultures, markets and occasions.

FINAL THOUGHTS Glidden is at a crucial crossroads. Much of its value to its

Developing instant connections makes Glidden an ongoing

parent company PPG is tied to the success of this Walmart

part of the consumer conversation.

program. The Valenti Group is confident that this plan will make Glidden “Glidden Makes the Everyday Instantly Special” creates a new

a $1 billion brand at Walmart.

painting category that Glidden can dominate. We can start the instant you sign this authorization. Transforming the paint center into an Instant Solution Center

Thank you.

makes it easy for consumers to turn inspiration into instant action. Promoting Glidden’s Instant Savings on hundreds of Walmart products will significantly increase awareness and trial.

Glidden Authorization 19

Here’s what we found... Secondary Sources: 5 Reasons Why Direct Mail is an Effective Marketing Tool. (n.d.). Multi-channel Marketing

Walmart Corporate - Walmart Economic and Customer Insights Report - Q2 2012. (n.d.).

Solutions for Web, Email, Mobile and Social, Landing Pages, Marketing Automation, Email

Walmart Corporate - News & Views. Retrieved January 22, 2013, from http://news.walmart.

Marketing - Digital Wavefront. Retrieved February 22, 2013, from http://www.digitalwavefront.

com/walmart-facts/walmart-economic-customer-insights-report-q2-2012

com/performance-marketing-blog/bid/99045/5-Reasons-Why-Direct-Mail-is-an-EffectiveMarketing-Tool

13 Powerful Social Media Advertising Stats - Salesforce Blog. (n.d.). Salesforce Blog - News

statisticbrain.com/wal-mart-company-statistics/

from the industry leader in cloud computing. Retrieved February 26, 2013, from http://blogs. salesforce.com/company/2012/12/13-powerful-social-media-stats-for-your-next-advertising-

Why It Pays to Spoil Employees | Inc.com. (n.d.). Small Business Ideas and Resources for

meeting.html

Entrepreneurs. Retrieved March 2, 2013, from http://www.inc.com/staff-blog/why-it-pays-tospoil-employees.html

35 Statistics That Fuel the Battle Between Pinterest and Google+ . (n.d.). Internet Marketing Blog | HubSpot. Retrieved February 23, 2013, from http://blog.hubspot.com/blog/ tabid/6307/bid/32362/35-Statistics-That-Fuel-the-Battle-Between-Pinterest-and-Google.

Resources:

aspx#ixzz2McqR3t3W

ad-ology Experian Simmons

100 Million Americans Watch Online Video Per Day, Up 43% Since 2010 -comScore |

Flickr

TechCrunch. (n.d.). TechCrunch. Retrieved February 17, 2013, from http://techcrunch.

Google Images

com/2012/02/09/100-million-american-watch-video/

Nielsen SRDS

Chong, S. (2010, April 14). How Twitter Promoted Tweets Can Benefit Businesses. Tech in Asia - Asia’s Tech News for the World. Retrieved February 18, 2013, from http://www.

How We Got The Numbers:

techinasia.com/how-twitter-promoted-tweets-can-benefit-businesses/

Objectives (Reference pg. 2) The plan is to increase awareness by 35%. The 35% benchmark comes from the 2010

Effie Awards : Home. Effie Awards : Winners Showcase : 2010 : Glidden Gets You Going.

Glidden EFFIE for the “Glidden Gets you Going” campaign. Increasing the current 66%

Retrieved from http://www.effie.org/winners/showcase/2010/4010

awareness level by 35% will result in an 89% awareness level. . Awareness activates the brand purchase funnel so consideration moves from 23% to 30% and purchase from 5% to

Karlgaard, R. (2013, May 22). Wal-mart’s sales problems—and America’s. The Wall Street

6.75%. This results in an increase in a market share increase from 9% to 12% and a sales

Journal, p. A11.

increase from $720 million to $972 million.

Kingkade, T. (2012, 06 11). Millennials choosing to rent, avoiding purchases in the housing

Return on Advertising Investment (Refererence pg. 18)

market. The Huffington Post. Retrieved from http://www.huffingtonpost.com/2012/06/08/

The plan increases Glidden sales at Walmart from $720 million to $952 million. This is a

millennials-chose-rent-over-mortgages_n_1582420.html

35% increase which is based on Glidden’s 2010 EFFIE for the “Glidden Gets You Going” campaign. $952 million minus $720 million is $252 million of incremental sales. Applying

Newswire | How US Smartphone and Tablet Owners Use Their Devices for Shopping | Nielsen

an industry gross profit margin of 37%, based on 2012 Paint and Coatings Magazine, to the

. (n.d.). Nielsen - What People Watch - What People Buy. Retrieved February 10, 2013, from

$252 million yields $93 million of gross profit. $93 million minus $10 million equals $83million

http://www.nielsen.com/us/en/newswire/2012/how-us-smartphone-and-tablet-owners-use-

divided by $10 million equals a return of $8.30 for every $1 of invested in advertising.

their-devices-for-shopping.html Media Schedule (Reference pg. 18) Newswire | Digital Influence: How the Internet Affects New Product Purchase Decisions |

The Glidden media plan generates a 95% reach with a 20 average frequency. This results

Nielsen . (n.d.). Nielsen - What People Watch - What People Buy. Retrieved February 12,

in a 3+ reach of 75%. This is based on achieving 1900 grps that was derived from the gross

2013, from http://www.nielsen.com/us/en/newswire/2013/digital-influence-how-the-internet-

impressions of the schedule. The 75% 3+ reach was generated from Telmar’s reach and

affects-new-product-purchase-decisions.html

frequency program.

The Nielsen Company , (2012). Share of media by brand summary Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google | TechCrunch. (n.d.). TechCrunch. Retrieved February 12, 2013, from http:// techcrunch.com/2012/05/16/nielsen-u-s-consumers-app-downloads-up-28-to-41-4-of-the-5most-popular-still-belong-to-google/ Twitter Promoted Tweets & Accounts: A Preview - Search Engine Watch (#SEW). (n.d.). Search Engine Marketing (SEM), Paid Search Advertising (PPC) & Search Engine Optimization (SEO) - Search Engine Watch (#SEW). Retrieved February 26, 2013, from http:// searchenginewatch.com/article/2065464/Twitter-Promoted-Tweets-Accounts-A-Preview

from the people who found it. TEAM Account Directors:

SPONSORS AAF Media Classic

Kelcey Kochner

AEFH

Candace Queen

Drumbeat Marketing FKM

Plans Book Art Director: Amanda Nguyen

Friends of UH Advertising Locke Bryan Lopez Negrete Communications

Creative Team: Nicholas Pessarra (Dir.) Judy Riojas (Co-Dir.) Karina Neves Lisa Bowes Ana Karen Tinajero Latoya Desireé Martin Sajanee Chopra Connie Jimenez Ari Hurst Account Planning Team: Katy Wendell (Dir.) Alexandre De Nes (Co-Dir.) Maria Solis Brittany Bonner Media Team: Fahima Al-Uqdah (Dir.) Tyrone Thompson (Co-Dir.) Josh Ranum Jason Tinnel Fundraising: Judy Riojas Latoya Desireé Martin Professors: Larry Kelley Rosario Laudicina

Mascoat Skyline University of Houston Western Lithograph