Glidden Plansbook

Shake it Up! University of Texas at El Paso

Executive Summary 1 Executive Summary The DIY consumer is a take-charge individual who welcomes the challenge of a DIY project. They relish in the ability to customize a room to make it their own, to make it unique. Their DIY projects range from styling their first home to changing up their house once their children have moved on, to personalizing their first apartment out of college. Remodeling their surroundings are exciting and, once completed, self-satisfying. They are willing to Shake it Up! Our three consumer groups include Young Female Millennials, Young Families, and Young Boomers. Although these three consumers are at different stages in their life and are unique in their own way, they have similarities that bind them together. Their youthful spirit, whether in age or at heart, and their limited budgets are key elements we have addressed in our campaign.

With the help of UTEP Advertising’s Shake it Up! campaign, Glidden will come to the forefront in the mind of these DIY consumers.

When our consumers think about their next DIY project and the paint they need to complete the effort, they will think of Glidden.

They will know that Glidden is an affordable, quality paint that helps them create something special and unique to their lifestyle and personality.

Our campaign incorporates an integrated marketing communication approach. It takes traditional advertising and shifts it to an in-store environment. It has terrific interactive activities, thoughtful public relations, exciting direct response mechanisms and effective promotions. Shake all of these elements together and you have the best of UTEP Advertising‌ you have the Shake it Up! Challenge.

We hope you agree.

Table of Contents Consumer Profile....................................................................... p.2 Research Plan & Findings.......................................................... p.4 Campaign Strategy and Objectives........................................... p.6 Creative Messaging................................................................... p.8 Media Plan............................................................................... p.12 Campaign Budget.................................................................... p.13 IMC Elements.......................................................................... p.14 Campaign Evaluation.............................................................. p.20 UTEP ADVERTISING Campaign Team Erica Bustamante Johnny Bustamante Victor Camacho Juan Chavez Samuel Delgado Ana Diaz de Leon Miguel Gonzalez Carolyn T. Mitchell, Faculty Advisor

Rogelio Lozano Nathaniel Meyer Alex Morales Cecilia Rey Fernando Sanchez Ibrahim Valle

Consumer Profile 2 Consumer Profile Consumer Group #1 - Young Female Millennials The first group of consumers is the Millennials with a heavy skew toward females who comprise an estimated 31 million persons of the population. For those that don’t live at home, they tend to be renters with an estimated household income of $16,000$30,000. Most of them have attended college, live in the suburbs, and close to 80 percent are not married.

Overall, the Millennial group is known for their use of technology as 94 percent of them use Internet and cell phones as well as laptops, mp3 players, tablets and e-readers. When looking exclusively at smartphone usage, Millennials have a wide range of activities to include texting, photography, Internet use, app downloads, email, video recording, listening to music and playing games. Internet use for Millennials mostly revolves around social networking sites, as 83 percent of them use websites like Facebook, Twitter, or some other social media. Contrary to common belief, television is still a major part of Millennial life, with about 54 percent claiming they first heard about a new product or service from television.

When shopping at a place like Wal-Mart, Millennials can exhibit some impulsive habits. They buy based on cost and value, as well as which products “look nice” or are “cool”. In fact, most female Millennials believe that generic store brands are just as effective and good in terms of quality as the other “big-name” brands.

As for their in-store experience, Millennials are more visual and impulsive. Though they are aware of their financial situation, few Millennials are “bargain-shoppers”. In-store marketing is effective with them. So visual displays, store layout, and variety are powerful tools for marketers when appealing to Millennials.

Using the VALS psychographic system, most of them fall under the Experiencer and Striver categories. Experiencers are the younger group, with a median age of about 24. Few have full-time jobs and fewer still are married. The most important factor in decisionmaking for the average Experiencer is “coolness”. Things like color, and energetic, creative marketing techniques are going to draw their attention better than guarantees, warranties, or special promotions.

Strivers are a little more careful about their purchasing decisions.

Strivers are more mature (around 28 years of age) with 34 percent of them being married (compared to 25 percent for Experiencers).

They are still image-conscious, and don’t necessarily want to be labeled “boring”, but they are more frugal with their money, having fewer available resources at their disposal than some of the other VALS groups. For them, shopping is a proving ground where they can show off their money-saving, bargain-shopping skills.

Consumer Group #2 - Young Families UTEP Advertising has identified a second consumer group for this campaign outreach, recognized as the Young Families who shop at Wal-Mart, the majority (56 percent) of which are female.

Specifically our focus is on those individuals between the ages of 36-47 as they represent the younger family segment with an estimated population of 31.3 million. This group makes between $35,000 and $75,000 (39.7 percent of them fall in this range). Forty percent of shoppers are going to Wal-Mart in the southern states (Georgia, Alabama, Louisiana, Tennessee, Texas, and Florida). Another 24 percent are shopping in Midwestern states (Illinois, Indiana, Iowa, Kansas, Minnesota, and Missouri).

Using the VALS psychographic system, Achievers and Makers best define this group. Achievers are younger in age on average than Makers (around 41 years old). Most of them work full time.

Consumer Profile 3 They are also very receptive to the Internet. They are goal-oriented and make decisions based on their families and jobs. Because of this, they like predictability and stability over new ideas and risk.

Things like quality, odor, allergen content, and safety will probably be the more effective traits to outline with these people. They also value established, well-recognized products.

Makers are the older demographic for this age range, coming in at 46 years old. About 68 percent are married, but only 59 percent work full time. Internet usage is not quite as common. Instead, radio is a bigger media outlet for them. In fact, traditional media at-large is more common amongst Makers, as radio and television ads are preferred over the Internet. As for their lifestyles, the VALS website says it best. “They express themselves and experience the world by working on it—building a house, raising children, fixing a car, or canning vegetables—and have enough skill and energy to carry out their projects successfully.” Makers are very self-sufficient and possess the skills necessary to do DIY projects.

Unimpressed by luxury, this VALS type is far more likely to use quality basic products rather than industry-leading, expensive ones.

This consumer group is already very loyal to Wal-Mart’s products and already buy paint from there. In this aspect, Glidden’s association with Wal-Mart should appeal to this consumer group.

Consumer Group #3 - Young Boomers Young Boomers are aged between 48 and 57, with an estimated U.S. population of 36 million. Primarily Caucasian and homeowners, their estimated household income ranges from $30,000 to $100,000.

Identified as Believers in the VALS psychographic system, they are motivated by ideals and are conventional and conservative. They have established routines, which are centered around home, family, and community. They are predictable and loyal to familiar products and established brands, especially U.S. brands. Their preferred media channels are traditional; television, radio, newspapers, and the Internet.

The Simmons Research Institute segments this consumer

group as Financial Nesters. They are saving for retirement and conservatively spend their money. They continue to buy mediumticket items, household essentials, and make home improvement projects. As retail shoppers they primarily purchase necessities and are no nonsense shoppers who steer away from impulse buying. They are traditionalists and value experience, reliability and trust.

The Younger Boomer does not consider itself old. They tend to think of themselves as the “youngest generation in history” and do not resign themselves to old age. They still see themselves having the same youthful vigor as they did in their youth. They expect themselves to live well into their 80s and 90s due to healthier lifestyles. They also consider themselves as pioneers in changing the social landscapes, they are more socially engaged, more politically active, and more inquisitive than ever before.

This consumer group has also been referred to as the “Sandwich Generation”. According to the Pew Research Institute, nearly 47 percent have a parent 65 years old or older and are either raising or financially supporting a grown child (aged 18 and older). Of those in the “Sandwich Generation”, 28 percent live comfortably, 30 percent meet basic expenses with a little left over, 30 percent just meet expenses, and the remaining 11 percent do not have enough to meet the basics. Older and experienced, these consumers are more conscientious of quality, are more sensitive to affordability, and possess a sharply increased attention to value.

These individuals have typically done DIY projects before, and have a working, first-hand knowledge of how to accomplish their painting goals. As a result, they already know which paint brands they prefer, and where they can get them, generally purchasing from Lowe’s or Home Depot rather than Wal-Mart.

Research Plan and Findings 4 DIY websites, 59% watch online videos, and 46% seek in-store experts;

Research Plan and Findings During February 2013, UTEP Advertising conducted extensive research for the Glidden campaign in an effort to better understand DIY consumer behaviors, identify people’s perception of Wal-Mart as a place to shop for paint; classify the levels of awareness and perception of Glidden, and distinguish Glidden’s key competitors and what they are doing to attract the DIY consumer.

Our strategy was to utilize a combination of primary and secondary research methods as a means to build a research foundation for this campaign. We used both quantitative and qualitative data through Qualtrics-based online survey instruments, focus groups, one-on-one in-depth interviews, in-store interviews, and creative reviews. Extensive secondary research was conducted through current articles and scholarly reviews to form a clear picture of the current situation regarding the Glidden company and its acquisition by PPG Industries, a thorough and comprehensive review of the brand, examination of the marketplace and a sideby-side comparative analysis.

Online Survey Findings As a result of this research plan, we discovered a number of key findings. Significant findings from our online survey respondents revealed the following.

• 59% of respondents felt somewhat knowledgeable about paint and paint brands; •

64% said the reason they started a DIY project was because their house or room needed a makeover; 31% said because their house or room needed a repair;

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64% said they felt somewhat knowledgeable when executing DIY projects;

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67% of men prepare for their DIY project by watching online videos, 52% seek in-store experts, and 49% review DIY websites;

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68% of women prepare for their DIY project by looking at

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45% shopped at Wal-Mart for DIY products;

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37% of all respondents had never heard of Glidden;

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87% of all respondents look for color choice first, 64% consider price second;

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29% of all men shop at Wal-Mart every few months; and

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35% of all women shop at Wal-Mart 5 or more times a month.

Focus Group Findings A number of focus groups were conducted and information from the respondents showed the following.

There were three key influences on our participant’s decision to take on a DIY project. Interestingly, television was an important factor with HGTV being the important network.

The second important finding was that participants conducted a DIY project for the purpose of necessity and touch-ups. The final key factor identified was for change.

“I get the itch for a change.”

The attributes that consumers look for when purchasing paint included, in rank order, quality, color and price. Several respondents said, “I would rather pay more so that I only have to apply it once and not repaint frequently.”

“I don’t mind paying more if it’s durable and long-lasting.”

The majority of our respondents were aware that Wal-Mart sold paint but also remarked “you just don’t think about Wal-Mart when your mind is set on paint” and “the paint section is in a horrible part of the store.”

Our other key finding was that most of our participants said they would feel more comfortable purchasing paint at a home improvement store. A number of group members said they might

Research Plan and Findings 5 purchase it at Wal-Mart out of necessity, and because the store is open 24 hours a day. An overwhelming majority said the store associates’ lack of expertise was a key factor in keeping them away from the Wal-Mart paint department.

In addition to primary research, a wealth of information was collected through secondary research sources. Some of these sources, which are not inclusive, included •

Akzo Nobel

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IBIS World Incorporated

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American Coatings Association

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J.D. Powers & Associates

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City of Cleveland

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Nielsen Social Survey

Enjoyed the feature of turning the color chip card over for coordinating colors;

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Coatings World

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Paint and Decorating Retailers Association

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Effie Awards

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Said it was simple and easy to navigate;

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Funding Universe

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Simmons Research Institute

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Offered themes and enjoyed the suggested colors;

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Gallup

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VALS Survey

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Said it was too simple, too basic and somewhat boring; and

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Viewpoints.com

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Enjoyed the Valspar and Behr websites more.

Our final focus group exercise was to have all of our participants review the Glidden website. The findings from this review were that the • Personality test was well liked as paint calculator; •

In-Store Interviews with Wal-Mart Employees Visits with employees at two Wal-Mart locations in El Paso, Texas found the following information.

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Employees didn’t feel that they had the necessary information to sell Glidden. They also complained that there was no one helping customers in the paint department.

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On average the Wal-Mart employees that helped customers with home improvement needs saw about 5 to 10 people per day.

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Out of the 14 employees questioned, 50 percent felt they weren’t properly trained to sell Glidden.

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Employees said that customers mostly bought ColorPlace paint because it was cheaper, some of the employees knew it was Glidden manufactured.

Overall, the research data provided us with the necessary information needed to develop a campaign strategy that addresses Glidden’s desire to attract more Wal-Mart shopper to the paint department with the ultimate result of purchasing Glidden paint.

Campaign Strategy 6 Campaign Strategy-Building the Consumer relationship Attracting new customers to a brand is not an easy job. In fact, it’s been proven that it’s a lot easier to keep existing customers than attract new ones. In reality, it’s almost impossible to think that every customer will be loyal forever. So for Glidden, they must regularly add new consumers to the mix.

In today’s marketing environment, more and more advertisers are incorporating the Integrated Marketing Communications approach to reach consumers. Quite simply, it takes more than traditional media to reach an audience. As a result, marketers are using everything from event sponsorships and promotional offers to enticing packaging and product visibility.

The purpose of these various efforts and activities has been to raise awareness of the product with the targeted consumer in addition to giving them a reason to buy the product. That’s straightforward enough. But once the consumer has tried the product, assuming they are pleased with their purchase, will they be back? That’s the lingering question.

There’s obviously a better chance for them to return if a relationship with the brand is in place. So building a long-term relationship with the consumer has become a priority.

Gallup Research has found that the relationship between customer and company is, at its very foundation, emotional. The Gallup research has consistently shown that these emotional connections are the keys to an enduringly and profitable relationship between the company and the customer. In addition, their research has found that the process of forming emotional connections doesn’t begin when consumers try the brand. Instead, emotional connections start to take shape with every brand encounter that leads up to trial.

This same research identifies a number of new “truths” about brand relationships. Some of these ideas include the following.

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Potential consumers are attracted to brands that meet their emotional needs, not merely their rational desires. Before customers will seriously consider purchasing and using a brand, the brand must inspire high degrees of confidence, integrity, pride, and passion.

Confidence, integrity, pride, and passion.

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Consumers won’t buy brands in which they have no confidence. But consumers have confidence in many brands, not just one. So confidence is a good brand foundation but not enough to differentiate the brand.

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Passion is a brand differentiator. Brand passion is more than an “emotional” message being delivered through “image” advertising. Brand passion is often supported by what consumers hear from others (word-of-mouth “buzz”) or experience through their own casual encounters with the brand (publicity) and its representatives and users (“advocates”).

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While it takes passion to lure a new customer, it takes confidence and integrity to keep them coming back. Passion can bring new customers in the door, but a long-term relationship can’t be maintained unless the brand proves its ability to deliver consistently on its brand promise.

Overall, the Glidden brand has always been considered a strong and reputable paint in the coatings industry. In our primary research, we found that DIY consumers who had used Glidden on a project were very satisfied and would use the brand again. So the consumer’s needs for a quality brand were met. However, our primary research also found that although Glidden was considered

Campaign Strategy 7 to be a quality paint, there were other quality paints on the market such as Sherwin-Williams, Behr and Valspar. The third “truth” of “brand passion” is not in place. There is a lack of buzz, of publicity, and advocates… either online or off line.

So the finding is that Glidden’s quality and price point has the potential to maintain consumers but it needs a personality to attract the consumer.

At UTEP Advertising, we believe that the Glidden brand does deliver on its core brand promise. It does provide consumers with a paint product that has an enhanced paint formula and a new condensed color pallete. Also, it provides the consumer with a host of exceptional and quality products. What it doesn’t have is a brand personality.

Campaign Objectives

Advertising Problem The main communication obstacle that the Glidden Paint brand faces is that it lacks a personality in the minds of the Wal-Mart DIY consumer. Our research indicates that Wal-Mart consumers clearly know that Wal-Mart sells interior and exterior house paint. Based on the research conducted by UTEP Advertising through several focus groups, in-store interviews, and creative reviews, we have concluded that although our target market is aware of Glidden Paint and they shop at Wal-Mart, they are unaware that Glidden is sold in Wal-Mart. Likewise our research indicates that our consumer shares a positive view of Glidden, although there isn’t any strong attachment to the brand.

Creative Messaging Objectives •

Target three consumer groups – young female Millennials, young families and young Boomers;

Develop a simple, clear and memorable campaign message that connects Glidden Paint with the Wal-Mart DIY consumer groups;

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Build awareness among consumers that Wal-Mart is an affordable option for DIY projects and products;

Create an engaging message that appeals to our DIY consumer’s desire to be current and stylish;

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Improve Glidden’s image as an affordable high quality paint;

Craft an appealing message that highlights Glidden’s quality and features Glidden’s affordability, providing a link between value and price;

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Promote individuality and the DIY lifestyle as an affordable, fun and bonding family or personal experience; and

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To convey a message that ensures that Glidden Paint is the first choice of paint when our DIY consumers are considering a paint purchase.

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Increase awareness among consumers that Glidden paint is sold at Wal-Mart;

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Develop a energetic and colorful personality for the Glidden paint brand as a means to better connect with Wal-Mart’s DIY consumer; and Drive consumers to consider purchasing Glidden paint at Wal-Mart.

Creative Messaging 8 CREATIVE MESSAGING Strategic Thinking All good advertising persuades targeted consumers to take some form of action, such as buying a product or service. Our consumer groups shop at Wal-Mart for a variety of reasons but primarily because of its affordability and variety of products. All of our three consumer groups are young. Our Millennial consumer is between the ages of 18-24 and is most likely renting an apartment or home.

Our young family consumer group is also young, 24-34 years of age, with small children. They too may be renting an apartment or home or perhaps they are new homeowners on a tight budget.

Even our Boomer consumer group is young… the Young Boomers, 45-54 years of age.

As a result, they all need messaging that is full of energy and inspiring. They need messaging that is appealing because the one trait that they all share is that they are young, whether it is chronologically young or young in spirit. And because of that, they respond to energetic, lively messages. They are enthusiastic consumers, ready to take on a DIY project for the first time or because they need a change.

Big Idea So the message to the consumer is designed as a challenge…

“Shake It Up!” It plays off the idea that paint is always shaken vigorously as a way to mix the colors. The “shake” is energy driven and the “shake it up” is inspiring and challenging and tells the consumers to get up off their duffs and do something different, change things up.

The idea behind the “Shake it Up” campaign is that it recognizes that DIY consumers are do-it-yourselfers because they want to do something different to a room in their house. Ask anyone who has done a DIY project and they will tell their primary reason they did

so was that they wanted to do something different but because of their limited budget, they couldn’t hire a professional. In some cases, they wanted to do the project themselves… to see if they could, in fact, do it themselves. By completing a DIY project, they had a sense of accomplishment and pride in the fact that they tackled a project that they had never done before or had much experience in doing.

Why does this message work? Quite simply, it is clever while maintaining a straightforward, uncomplicated appeal. It attracts the younger Millennial consumer that is willing to paint a wall bright yellow. It attracts the young family who needs a fast, weekend project. It entices the Younger Boomer who needs to update their lives.

For our younger consumer group, the creative imagery will be fresh and clean to appeal to their keen sense of what is stylish. They are extremely visual and drawn to color. For our older consumers, they too are image oriented but in the sense of their personal being.

They do not see themselves as “older” as perhaps their age might indicate. Therefore an appeal to their style will be use.

All of our consumers are price conscious, especially our Young Families, which is one reason they shop at Wal-Mart. But our younger consumer is often satisfied with generic brands of products so it will be important to develop a price to quality connection.

Our Young Families and the Young Boomers are very value oriented as their income is somewhat fixed. So incorporating value into our advertising messaging is equally as important. To accomplish this, information will be provided to the consumer groups on the quality of the Glidden Brilliance collection and price saving opportunities such as the paint primer combination only offered by the Brilliance collection at Wal-Mart.

Creative Messaging 9 Positioning Statement For the DIY consumer that has a limited budget but a big imagination and wants to do something different to their personal dwelling, whether it is a home or an apartment, Glidden challenges them to make a change and provides them with the inspiration they desire through a five star quality paint that is affordable and comes in an extensive variety of colors.

Support Glidden supports the DIY consumer’s projects with online instructional videos and information; in-store demonstrations, in-store displays and occasional discounts and promotions as support mechanisms.

Executions In-store media will be used heavily throughout this campaign.

These advertising opportunities will be the most effective spaces because of their closeness to the point of purchase decision. In some instances we’ve incorporated forms of traditional media into an in-store environment.

Shopping cart ads

Mobile billboards are now shopping carts. Advertising on shopping carts are effective to both the shopper pushing the cart as well as shoppers facing the cart. This ‘moving’ billboard is ideal for building brand awareness and serves as a constant reminder to the shopper to purchase the Glidden Paint brand. The signage will measure 8.75” x 6.75” and feature imagery and messaging that directly communicates with each consumer segment executing DIY projects in a fun and exciting manner.

Creative Messaging 10 n-Store Radio Spots Instead of a traditional radio commercial on a radio station, we have revamped the radio spot into an in-store audio musical announcement. The 30-second spot will have copy that takes advantage of the in-store setting at Wal-Mart, and will feature music such as KC and the Sunshine Band’s hit, “Shake Your Bootie”.

In-Store Video We will produce three different television commercials, one for each of our DIY consumer groups that will only be played on television screens in Wal-Mart’s electronics department, on Wal-Mart in-store TV network, and on Glidden’s webpage and YouTube channel for increased coverage. The three spots will be looped for continuous play and will feature our DIY consumers.

Restrooms Restroom advertising will be used to show shoppers first hand what Glidden can do. By painting the restrooms in an intricate manner we can exemplify what consumers can do themselves at home with help from Glidden. There will also be signage outside of the restrooms that will be based off of the cart advertisements to add consistency. Inside the restroom will be signage that says “This newly painted restroom is brought to you courtesy of Glidden paint. Check out the latest colors in Wal-Mart’s paint department.”

Creative Messaging 11 Shopping cart corrals

Directional Shopper Stoppers

Traditional outdoor billboard ads are large advertisements displayed on structures in public places, primarily targeting passing motorists.

In the Shake it Up! campaign, we will take this traditional means of advertising to the Wal-Mart parking lot with cart corrals. The corrals will be reworked so that they have an extension which will be visible throughout the parking lot area. The colors of the corrals will be vibrant enough to distinguish them from ordinary cart corrals with corresponding signage on the corrals that says “Shake It Up! with Glidden Paint‌ pick up a can in the WalMart paint department.â€?

Shelf Talkers are designed to fit the end of the aisle as a means to direct consumers to the Glidden Paint section in the home improvement departments. The signs will be designed with a sensor so that when consumers walk by, they hear music and a message reminding them to make a visit down the aisle to see the latest in Glidden Paints.

Floor Decals Floor Decals will be placed throughout Wal-Mart aisles to help consumers get inspired to shake up their current living spaces with a whole new look and feel. The decals also have taglines that further challenge our Wal-Mart shoppers.

Media Plan 12 Media Plan Geographic objective Based on Glidden’s directive, UTEP Advertising has devised a media plan that is focused on in-store advertising. With a budget of $8 million dollars for a 22-week campaign period, the media types and vehicles chosen represent the most effective and relevant within the limits of our allocated resources. Because all of the advertising will be executed in-store, we have identified ways to direct Wal-Mart shoppers from any and all of the sections most visited by the identified consumer groups to the paint department.

The marketing efforts will be distributed through the entire U.S. where Wal-Mart Supercenters are available.

Media Objectives

In-Store TV commercials

To direct the message towards the three target segments identified as Young Millenials, Young Families and Young Boomers. We will skew our media selections and placements to the female members of the target audiences who are already Wal-Mart shoppers. These consumer segments add up to about 81,900,000 individuals.

Timing/Scheduling objective The campaign will run from May 2014 through September 2014, maintaining a pulsing schedule approach during the five months/22 weeks of its duration. While most media vehicles will remain continuous during the whole campaign, there are two that will only be implemented during key periods.

Reach & Frequency objective To achieve an 85% level of reach or an amount of 69,615,000 individuals who shop at Wal-Mart a minimum of 6 times through the 6-4 week period during which the campaign will be achieving an average frequency of 33.

Budget objective With an $8,000,000 budget for the five- month period, the objective is to effectively achieve all of the above goals at an approximated cost per person of $1.16.

Media Vehicles

We will place commercials on video screens across the store, three spots at 30 seconds in length every two hours. There will be five, 10 minute spots every two hours played in our Instore displays. Our secondary research found that in-store TV commercials at Wal-Mart have a higher brand recall versus inhome commercials, a difference of 66% versus 24%. (PRN/AC Nielsen) This media vehicle will remain continuous throughout the campaign period. The total cost for the in-store video will be $1,507,000 which is 15.07% of the total budget.

Shopping cart ads These 8.75” by 6.75” ads will be installed on the outside of shopping carts, creating a mobile in-store billboard. Because of cost constrains, we will use this media vehicle during the first 4 week period of the campaign across the 3,500 Wal-Mart stores at about 55 carts per market. The first month of the campaign, is part of “home improvement season” and by using this vehicle we will get more attention from our consumers. The cost per unit, after a volume purchase, will be $15.

Campaign Budget 13 Floor decals

In-Store Radio Spots

This media vehicle will be placed in different departments throughout the store. There will be six floor decals strategically placed in each store, directing and driving potential consumers into the Glidden paint section. The cost per square unit is $ 8.00, meaning that our 12 square feet decals will add up to a total cost of $96.00 decal. The floor decals will be implemented during the second 4-week period of the campaign.

Radio spots run $45.00 per store, with unlimited play and unlimited editing to the spots. The total cost for the 3,500 stores represents $157,000. The radio ads will run continuously through the campaign period.

Shopping cart corrals Shopping cart corrals that are closest to the store entrances will be painted with Glidden paint, and will feature signage directing the consumers to the paint department in Wal-Mart.The total budget for this vehicle will be 2.10% of the media budget, this translates into $210,000. This one time investment will result in a continuous advertising effort through the duration of the campaign.

Shelf Talkers We will have large cutouts placed on the end of aisles in different departments in the store, designed to drive store traffic to the home improvement department. At a cost of $0.90, a total of 8

shelf talkers placed strategically throughout each store will be used. The shelf talkers will run throughout the entire campaign period.

Restrooms There are two aspects to restroom media that will be used; the walls at the restrooms will be painted and posters will be placed on them. Averaging two gallons of Glidden paint per bathroom facility, the total cost will be $280,000. For the posters, the cost per unit will be $75.00. This placement will remain continuous through the campaign period.

Total Cost of Media Plan Campaign budget

$7,345,700

IMC Elements 14 IMC Elements A combination of strategies and tactical executions through interactive activities, direct response mechanisms, key promotions and community-based public relations provide a comprehensive approach to reaching our target audience. The following recommendations will be in place at the beginning of the campaign launch in May 2014 unless otherwise noted and will be monitored and updated as needed through the campaign period.

Interactive Strategy Our proposed Interactive Strategy allows Glidden the chance to connect to our consumer groups when, where and how they want to be reached. By incorporating the following tactics consumer traffic as well as overall awareness of and consideration for Glidden will increase. Ultimately the Glidden brand experience will improve and stronger customer relationships will be established.

Website The current website for Glidden is informative but lacks innovation, appeal and a way to engage consumers with the brand. Additional features will provide consumers with an improved experience with the Glidden paint brand.

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Chats Rooms, Forums, & Blogs By adding chat rooms, forums, and blogs to the site, our DIY consumers will be able to communicate directly with Glidden representatives and other consumers for tips, ideas, and solutions to problems they encounter during their DIY project.

Our DIY celebrity blogger, Lara Spencer from ABC’s Good Morning America and HGTV’s Flea Market Flip, will provide consumers with design ideas and tutorial videos using Glidden paint purchased at Wal-Mart.

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Podcasts

Glidden podcasts will consist of a radio-type show that shares ideas with a focus on feedback from consumers. This allows Glidden to reach consumers on-the-go because they can easily listen to the podcasts on their portable mp3 players.

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Really Simple Syndication (RSS)

This tool provides consumers with news about Glidden’s new products as well as promotions and savings in partnership with Wal-Mart. An RSS feed button will be built into the bottom of Glidden’s homepage.

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Photo Sharing

The Room Painter section of the website allows consumers to upload an Instagram photo of a room they want to virtually transform. This feature will not only paint the room, but it will allow consumers to furnish it using furniture exclusively sold at WalMart.

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Online Survey

The addition of short online surveys gives the visitors a chance to be heard. Questions will be designed to determine the customer’s opinion of the site and its content, whether or not it was engaging and easy to navigate, and if the information was helpful.

Social Media Our consumers spend a lot of time on social networking sites and Glidden needs to do the same thing. To accomplish this, social networking sites such as Facebook, Google+, Pinterest, and Tumblr along with an improved channel on YouTube and the micro-blogging site Twitter will be utilized.

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Facebook

Facebook is a powerful tool that can help Glidden Paint reach our DIY consumers in no time. The Glidden Facebook page will attract consumers with continuous updates by Glidden representatives that relate to DIY projects as

IMC Elements 15 well as special promotions and savings on Glidden paint at WalMart.

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Google+

Google+ will serve as a virtual Glidden workshop using Google Hangouts. This can be hosted by a Glidden representative and our DIY celebrity Lara Spencer. The workshops will include a series of questions from consumers on DIY projects. These workshops will benefit consumers as they can attend the workshop while working on their project.

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Pinterest

Pinterest is an effective and popular photo-sharing site that allows consumers to “pin” photos of their newly created DIY projects with other consumers.

According to Nielsen, Pinterest has the largest increase in audience and time spent over any other social network, website, or mobile web and applications.

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YouTube

A YouTube channel for Glidden will contain DIY videos for consumers. Viewers for this channel will have the option to submit their own DIY YouTube videos and “tag” them on Glidden’s Facebook page. An example of a video uploaded by Glidden will demonstrate the process of creating the Glidden showroom at Wal-Mart.

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Tumblr

A Glidden Tumblr blog will include text, images, videos, links, and audio provided by the podcasts on Glidden’s website. The dashboard interface will become visible to consumers who “follow” the Glidden blog.

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Twitter

Twitter will be monitored by Glidden representatives so that they can promptly respond when a consumer has a question or makes

a reference to Glidden. In order to monitor consumers Twitter’s hashtag will be heavily monitored. An example of a tweet to look for would be, “Just finished renovating the man-cave with the help from @Glidden. #GliddenRocks”

Mobile Application Glidden’s current mobile application will be enhanced with a QR code scanner that can be used for coupons and special promotions. It will direct users to the new Glidden website and its social media outlets. Consumers will also have the option of scanning for ideas, which will direct them to Glidden’s YouTube channel, Pinterest profile, or Tumblr blog, depending on their preference.

Consumers can also go directly to Glidden’s Facebook wall, Google+ page, Pinterest profile, YouTube channel, Tumblr blog, and Twitter page.

This feature will generate an increase in traffic because according to Nielsen, mobile applications account for more than a third of all social networking over computers and other mobile devices.

Total Interactive Costs

$206,300

Direct Response Strategy Because this campaign is designed to sell a product, Glidden Paint, in a retail outlet, Wal-Mart, one might think that Direct Response Marketing is inappropriate for this proposal. To the contrary, we offer a direct response strategy that directly connects the target audience with the campaign message and the actual product.

At the same time it allows us to create a valuable database of consumers.

IMC Elements 16

In-store display An in-store display of a room mock-up will be used to present Glidden paint in a real world environment. Partnerships with other Wal-Mart product lines such as Better Homes and Gardens furniture will help maximize our budget while keeping Glidden as the masthead. The display rooms will change every month, from a living room design to a master bedroom arrangement, as a way to engage the consumer and motivate them to purchase their Glidden paint at Wal-Mart. A looped video demonstrating the painting project from start to finish also will be in place.

Shake It! Glidden’s new Take Away Magazine To engage the target consumer and give them something tangible to recall and reference Glidden, a consumer-styled DIY magazine will be available in Glidden’s paint department. Shake It! will be filled with creative ideas and step-by-step directions, along with themed editorials and sales incentives. There will be three issues to correspond with our three consumer groups during the campaign period, May, June-July, and August-September.

In-store workshops Monthly weekend in-store workshops provide a more direct way to interact with the consumer. Featuring topics such as special painting techniques to color coordination and matching, these face-to-face opportunities build customer rapport and engagement.

QR Codes The Quick Response (QR) codes will be utilized in-store through point-of purchase displays. The QR codes will link the consumer to the revamped Glidden landing page, will offer advice and paint

IMC Elements 17 tutorials, will link the consumer to current in-store promotions, and allow us to measure and collect a valuable database of consumer information.

E-mail Blasts Through the Glidden website and the registration of the QR Code we will provide the consumer the option to receive additional information and promotions through their e-mail account. Once they register, consumers will be emailed information such as tips and tricks, inspirational ideas, and exclusive sales incentives.

Text Messaging To capitalize on the use of mobile phones among our consumer groups, mobile marketing in the form of text messaging will be used. The consumers will be targeted from the database

Online Webinars Online webinars engage consumers who are seeking information on DIY projects. These Glidden sponsored webinars give our consumers advice on proper paint selection and step-by-step directions for special painting projects. These webinars continue to help build our database of consumers and will be held monthly to complement the in-store workshops.

Total Cost for Direct Response

$1,800,000

Promotions strategy Consumer sales promotions represent a variety of short-term promotional techniques designed to motivate customers to purchase a product. But consumer promotions can do more than just encourage a consumer to make a purchase; they can be used to create product awareness and build brand loyalty. Because our target consumer is not brand loyal, promotions represent an opportunity to attract consumers from our competitors. All of the following activities are designed within a 30-day window.

In-Store Discounts

accumulated from registrations on the Glidden website. Messaging will encourage consumers to text a keyword in exchange for a discount towards their next Glidden paint purchase, and will strategically coincide with the in-store workshop dates.

Our consumers are price conscious so the likelihood that they will take advantage of discounted prices is high. We will offer in-store coupons through QR codes which are tied directly in with our instore room display and demonstrations. These coupons will vary from a 10 percent discount to a Buy First Gallon at Full Price-Get the Second Gallon for Half Price. In-store posters will be used instore to advertise these discounts.

Home and Garden Trade Shows

Make a Splash Holiday Promotions

We will participate in Home and Garden trade shows whenever possible. This is an excellent way to reach DIY consumers in mass and face-to-face. In cooperation with other product lines at WalMart, we will man the exhibition booths with Glidden professionals that can answer DIY consumer questions and offer product information.

Special holiday promotions celebrating Memorial Day Weekend, Fourth of July and Labor Day will be organized and promoted via the website, social media outlets, mobile advertising, instore posters and in co-op advertising with Wal-Mart FSIs. The promotion will invite consumers to purchase two or more gallons of Glidden Paint and receive a free premium roller brush/paint tray combo pack.

IMC Elements 18 Splish-Splash Sweepstakes DIY consumers can enter the Splish-Splash Sweepstakes in June 2014 by visiting the Glidden website. When they enter the code on the back of their Wal-Mart receipt they are automatically entered.

The Grand Prize is 10 gallons of Glidden paint in their choice of colors. Second prize is a $100 Glidden gift card. Third Place receives a $50 Glidden gift card.

“Name the Paint” Contest

Public Relations strategy Although Public Relations activities might not be considered for a five-month campaign, the long-term effects of a solid PR plan are beneficial to building consumer loyalty and promoting Glidden’s goodwill. We will focus on securing publicity, building relationships with consumers as well as promoting public engagement. This will be especially important in extending the budget for this campaign.

Paint the Town National radio personality Delilah will continue this national community event with two new communities being selected in September 2014 to receive 1,000 gallons of exterior and interior paint. Once these communities are identified, we will issue print and video news releases to the national media to secure national publicity for the two communities.

Glidden’s Made in America Celebration at Wal-Mart

Glidden consumers will be asked to create a name for a new paint color that Glidden will introduce during the fall of 2014. Through Glidden’s social media outlets and the new Glidden website, this contest will attract a new range of audience and recognition. The winner will be announced at the end of August and provided with a $200 gift card for Glidden paint that will be valid until December 31, 2014.

Total Cost for Promotions

$20,700

IMC Elements 19 Glidden’s Made in America Celebration promotes patriotism and American-made products, such as Glidden. On July 4, 2014, individuals will be encouraged to bring in a product that has been made in America to the paint department at their local Wal-Mart store. As a reward they will receive a free quart of Glidden paint.

This will help capture the attention of an audience in the immediate area but also attract the attention of mass media such as TV news and local radio remote broadcasts along with newspaper coverage. This event will be pitched to ABC News to complement their on-going reporting on Made in America products.

Media Kits/Video News Releases All the campaign events and projects will be thoroughly explained through Video News Releases (VNR), which will be included in a media kit. The VNRs will show PPG’s CEO Charles E. Bunch explaining how and where the events will be held. These videos will also be available on the Glidden website. The media kits presentation will be replicated as the outside packaging of Glidden’s Color Tester. Instead of having the joined brush in the cap, it will have a USB drive with all of the media information, press releases and photos.

to help renovate their local and county facilities. These same communities generally have one Wal-Mart store and they use that store for all of their major purchases to include paint. Interested organizations can apply for the donation by submitting requests to Glidden’s public relations department. Proposals will need to address their need for the paint, estimated cost of the project along with before and after photos, identified signage, public announcements, unveiling activities and the such. Glidden will provide 200 gallons of paint to 10 selected facilities across the U.S. to use at their discretion… at a local medical center, a school or a city/county facility.

The grant process will be officially announced through nationally distributed press releases and video news releases to national media outlets to include NBC’s The Today Show, ABC’s Good Morning America and CBS’ This Morning. We will secure live, oncamera interviews with the president of PPG Industries, Charles E. Bunch, making the announcement. Posters with the grant information and rules for applying will be posted in designated Wal-Mart facilities in the qualifying communities. Information also will be posted on the Glidden website and in all social media outlets.

Total Costs for Public Relations:

Glidden’s pitching in This grant program is a new community initiative designed for communities of less than 30,000 residents. Many of these smaller communities are looking for support from national companies

$125,000

Campaign Evaluation 20 Campaign Evaluation

The most obvious measurement of the campaign’s success is sales. If sales to the consumer groups increase during and after the campaign, then it is indeed successful. More importantly, this campaign is designed to increase awareness of the Glidden brand.

That requires testing on three levels, pretesting, concurrent testing and post testing.

Pretesting Controlled focus groups will be conducted before the start of the campaign to establish a benchmark, identifying where the Glidden brand is in the mind of the target market. In preparing this proposal, we have already conducted a number of focus groups in an effort to determine levels of brand awareness but will need to extend that testing so that our findings are more representative of a national sample. These focus groups will be conducted in key population centers such as New York, Los Angeles, Chicago, and Dallas-Ft. Worth.

We will implement a social media and blog tracking system to gather accurate information on the awareness levels of Glidden.

The tracking system will be executed prior to the launch of the campaign and monitored throughout. Likewise we will measure the increase of consumer reach in terms of unique visitors to the Glidden website. This will help determine the effectiveness of our advertising goals.

Concurrent Testing During mid-June 2014, consumer panels and short online surveys will reveal levels of increased awareness of the Glidden brand as compared to the campaign’s launch. This will also allow us to make any necessary changes in the campaign direction should brand awareness not be increasing as anticipated. Tracking social networking sites and consumer comments on these same

sites as well as identified blogs will give us valuable qualitative information. Likewise, on a national scale, we will meter hits to the Glidden website with special attention to those areas supporting an increased consumer database.

Post testing Final consumer panels, conducted in October 2014 will expose overall brand awareness.

When considering necessary methods to assess the success of a campaign, we will include the typical qualitative and quantitative methods of consumer panels, interviews, surveys, and polling.

Indeed, these are the best ways to determine that we have created a campaign that delivers a credible message to the right audience at the right place and time.

The University of Texas at El Paso