Glidden Campaign Book

GLIDDEN

EXECUTIVE SUMMARY CONTENTS 01 01 01 01 02 03 04 04 04 05 05 05 06 07 08 08 08 09-10 11-12 13 14 15 16 16 17 18 19 19 20

01

EXECUTIVE SUMMARY Key Challenges Target Profile Big Idea THE INSPIRATION THE APPROACH COMPETITIVE ANALYSIS Competition SWOT RESEARCH Challenges Methods Objectives Awareness & Consideration CREATIVE BRIEF CREATIVE EXECUTIONS WHAT’S NEXT? In-Store Television Social Media/Mobile Online Sponsorships/Partnerships MEDIA Media Rationale Media Budget Media Schedule Sources Evaluation CREDITS

HISTORY The Glidden paint brand traces its roots back to 1875 when Francis Harrington Glidden began a varnish-making business in Cleveland, Ohio. It has transformed into a strong competitor in the paint industry with a 13% market share and a large following of loyal customers. In 2010, Glidden accepted a deal to be the exclusive paint manufacturing partner of Walmart, ousting their top competitor Sherwin Williams.

KEY CHALLENGES Although Glidden has a 13% market share, Walmart shoppers are unaware that Walmart sells Glidden. Glidden must inform the following three target segments stated in the client provided case: “Renting Do-It-Yourself Shoppers—Make It My Own,” “Current Walmart Paint Shoppers—Family Focused,” and “Do-It-Yourself Shopping Walmart Home but not Paint—Routine Maintenance and Décor” that Walmart sells Glidden paint which is easy and convenient to buy and use.

TARGET PROFILE The target market is defined in terms of the three aforementioned segments, however we have distilled the first two into one segment called the “Younger DIY Renter” as both groups are concerned with price, availability, and convenience. They enjoy painting and seek simple, rental-friendly decorating options which make their apartment “their own.” We kept the third segment separate but now call them the “Older DIY Homeowners” because they don’t enjoy painting but seek home maintenance solutions which are quick, clean, and affordable.

BIG IDEA A wide range of Glidden paint is available at Walmart when the shopper is inspired, helping to bring their DIY dreams to life. The tagline, “Imagine what you can do today,” inspires the shopper to immediately act upon their ideas for home decor.

THE INSPIRATION RENTING DIYERS SHOPPERS

• Female Millennials who shop Walmart • Budget constrained • Least experienced in painting • Need simple projects that are more

self-service and rental friendly

CURRENT WALMART PAINT SHOPPERS

DIYERS SHOPPING WALMART HOME, BUT NOT PAINT

• Younger, rural females with families • Lower income renters • Brand loyal to Walmart • Likely that they are part of a minority • Enjoy painting • Need simple, affordable decorating projects with

• Older, baby boomer • Homeowner • Caucasian • Does not enjoy painting • More experienced, more confident • More of a perfectionist

family emphasis

FIGURE 1 ALL Walmart Shoppers RENTING DIYERS SHOPPERS & CURRENT WALMART PAINT SHOPPERS

Figure 1 depicts a ven diagram of how the three segments relate to one another.

Females Lower budget Rental Friendly Less experienced with painting Time constrained More spontaneous DIYERS SHOPPING WALMART HOME, BUT NOT PAINT & CURRENT WALMART PAINT SHOPPERS Family oriented

02

THE APPROACH

We have combined client-provided information with MRI data related to current Walmart shoppers to develop Allison and Frank & Margaret. “These Younger DIY Renters “ and “Older DIY Homeowners” have been compared against demographic data about consumers who currently shop paint at Walmart.

YOUNGER DIY RENTERS

03

OLDER DIY HOMEOWNERS

• Ages 18-34 • Female • Renters • Enjoy painting • Low experience with DIY projects • Walmart shoppers • Have a low income • Are concerned with cost • Want rental friendly home décor projects

• Ages 35-64 • Caucasian • Baby boomer • Possible empty-nesters • DIY experienced • Current Walmart shopper • Homeowner • Need quick, simple, and affordable decorating options

Allison, a 25-year-old dental receptionist, is currently renting a ranch style home in Ellenwood, Georgia with her fiancé Michael, a maintenance worker. Their annual household income is $60,000. They have a two year old named Bradley. Allison is brand loyal to Walmart; buying groceries, beauty, and some apparel. She watches The Food Network on a regular basis and frequently uses social media sites. She enjoys DIY projects with her family, and is planning a room renovation for her son within the next year during her spare time.

High school sweethearts, Margaret & Frank, currently own a home in Northlake, Illinois. Margaret is retired and Frank is a manager at a golf retail store with an annual household income of $80,000. They have three children and five grandchildren. They’re Walmart loyal, shopping toys with their grandchildren and grocery and home with each other.

Frank & Margaret’s hobbies include watching the evening news, baking, and bowling.

GLIDDEN’S SWOT

COMPETITION

STRENGTHS • Affordable for the target markets • Convenient to purchase at Walmart • Color Brilliance Collection is exclusively at Walmart • Strong re-branding in 2009

Slogan: “Glidden gets you going.”

Market Share: 13% Ad Spending: $10 Million

WEAKNESSES • Lack of knowledgeable staff in the paint department at Walmart • Lack of awareness of paint at Walmart • Perception of poor quality among “Older DIY Homeowners” • Home improvement stores have more

knowledgeable and efficient staff and higher quality paint compared to Walmart • Only 23% consideration among DIYers for purchasing paint at Walmart

OPPORTUNITIES • Redirect 200 million shoppers weekly at Walmart to the paint department • “Renting DIYers” and “Walmart Paint Shoppers- Family Focused” don’t buy according to brand, but by color according to our survey

THREATS • Home improvement stores are perceived as more trustworthy with loyal customers • The paint market is cyclical and highly affected by macroeconomics • An average room update is done every 5 years

Slogan: “Good. Better. Behr.”

Market Share: 12% Ad Spending: $30 Million

Slogan: “Ask Sherwin-Williams” Market Share: 15.1% Ad Spending: $40 Million

Walmart’s brand of paint is called Color Place 60% of current Walmart paint sales

04

RESEARCH

FIGURE 2 WALMART

CHALLENGE:

66% Awareness

Identify the reasons for the drop off among Walmart customers between awareness and intent to buy Glidden paint, and why it differs from home improvement stores.

23% Consideration

5% Purchase

4% Willing to Recommend

HOME IMPROVEMENT STORES 93% Awareness

70% Consideration

30% Purchase

29% Willing to Recommend

Figure 2 shows the current purchasing cycle at Walmart and home improvement stores.

METHODS PRIMARY

SECONDARY

1. Thirty in-store visits to analyze the paint purchasing process at Walmart

1. MRI+ Media Mark Reporter data collection on current Walmart shoppers, specifically paint purchasers

2. Thirty in-store visits to observe the point of purchase displays and visible sales promotion at Walmart locations

2. Case study provided by the client

3. Visits to Lowe’s and Home Depot to determine differences in purchasing paint at home improvement stores versus Walmart 4. Surveys distributed through social media about buying patterns at Walmart and perceptions of Walmart service and products

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3. Social media posts regarding Glidden paint sold at Walmart on Glidden’s social media channels to learn what consumers are saying about Glidden 4. Marketline Advantage

KEY INSIGHTS SURVEY: Color is more important than brand 60% of Glidden customers would recommend it Walmart is the last on consumers minds when shopping for paint The information a consumer gets from the paint department employee is equal in weight to that received from friends and family There is no relation between Glidden and Walmart in terms of likelihood to purchase or likelihood to shop

FIGURE 3

OBJECTIVES:

4. Determine whether Walmart paint consumers are impulsive or deliberate when purchasing paint.

NT ME ME AS UR E

T

EN AS UR EM

EVALUATION

T EN EM UR AS ME

INTEREST

NT ME RE SU

3. Determine how consumers primarily use paint purchased at Walmart.

AWARENESS

A ME

2. Identify why there is such a large perceptual gap in

quality, knowledge, and service at Walmart compared to home improvement stores.

WALMART

HOME IMPROVEMENT

ME

1. Discover why there is such a low awareness (66%) and low consideration (22%) regarding purchasing Glidden paint among Walmart shoppers. This is shown in Figure 3.

COMMITMENT

REFERRAL

06

AWARENESS & CONSIDERATION Why do Walmart shoppers have such low awareness and consideration of paint at Walmart?

What was found:

• 66% of Walmart shoppers are aware that Walmart

sells paint, but only 23% would consider purchasing.

• Only 5% of the consumers would actually purchase it, and only 4%

would recommend it.

• 93% of consumers are aware that home improvement stores sell

paint, and 70% would consider buying there.

• 30% of the that would purchase, and 29% would be

would recommend it.

• This large perceptual gap results from the quality, knowledge, and

service that Walmart lacks compared to home improvement stores

in their paint department.

Are Walmart paint consumers impulsive or deliberate when purchasing paint?

What was found:

Brand

DIY shopping Walmart, not paint

Deliberate Renting DIYer Shoppers Current Walmart Paint Shoppers

Color 07

Why do consumers paint?

What was found:

• Make rented spaces their own.

• Changes, upgrades, and renovations.

• Creative outlet such as furniture makeovers.

• Routine maintenance.

Why should consumers purchase paint at Walmart?

What was found:

• Consumers are already shopping at Walmart;

therefore it is convenient for them to purchase

the paint at Walmart.

• Glidden is within the Walmart shopper’s budget.

• The Glidden Color Brilliance Collection is

exclusively sold at Walmart stores.

FIGURE 4

Spontaneous

What has created the large perceptual gap in quality, knowledge, and service of Walmart’s paint department compared to home improvement stores?

What was found:

• Walmart stores are not equiped to offer the same shopping

experience for paint as home improvement stores.

• Walmart currently doesn’t have a quality paint department

as a result of a lack of knowledgeable employees and

poor services.

Figure 4 dipicts that “DIY Shopping Walmart, but not paint” are more likely to buy by brand and are deliberate when selecting paint. While, “Renting DIY Shoppers” and “Current Walmart Paint Shoppers” buy by color instead of brand and are spontaneous when selecting paint.

WHAT’S NEXT?

CREATIVE BRIEF

ADVERTISING OBJECTIVES • Increase awareness from 66% to 78% • Drive consideration from 23% to 33% • Create the perception that Walmart’s paint department is a place for inspiration.

ADVERTISING STRATEGY The media strategy and creative executions have been specifically tailored to reach the two target markets to inspire them to visit the Walmart paint department.

MARKETING OBJECTIVES • Redirect Walmart shoppers to the Walmart paint department

MARKETING STRATEGY This will be achieved through a targeted media strategy and strategic creative executions.

MEDIA OBJECTIVES • 10.4 billion yearly Walmart shoppers • 27.04 million female shoppers buy Color Place paint • 10.8 million buy Glidden

• Increase this number to 27 million

• Reach 300 million with the message

• Communicate with 150 million

• 60 million shoppers to visit the paint department

• 27 million to purchase • 40% of Walmart paint sales are Glidden • 3.6% of Glidden paint sales come from Walmart

• Increase this to 9% or account for 81 million dollars

in sales from Walmart

MEDIA STRATEGY Glidden will use a strategic and cohesive media plan that will be relatable to the target markets by using a mix of traditional and nontraditional media vehicles. This will achieve brand awareness of Glidden at Walmart.

Key Fact

Glidden is the sole paint partner with Walmart stores.

Walmart sells only two brands of paint: Walmart Color Place and Glidden. The Glidden Color Brilliance Collection is exclusively sold at Walmart stores. Currently, Walmart employees aren’t paint certified or completely educated about Glidden’s brand.

Problem Advertising Must Solve Walmart shoppers are unaware that Walmart is a Glidden paint destination. There is low awareness and low consideration for shopping Glidden paint at Walmart stores.

There is a poor perception of the Walmart paint department.

Creative will cover many different areas, but the main focus will be in-store promotion.

In-store promotion will consist several approaches. There will be placards placed in different departments encouraging the consumer to check out the paint department. In addition to the placards, there will be floor decals to redirect the consumer to the paint department. In-store radio will also be a focus, with a spot running in the highest grossing stores alerting the consumer to the presence of Glidden within the store. Within these top grossing stores, there will be messages on the cart handles suggesting to the consumer to check out Glidden. Every Walmart store will have paint supply bundles to ensure the most convenient experience for the consumer.

External promotion will consist of TV spots across multiple channels. Two different spots will be filmed, and each will target a different set of channels. There will also be one online only spot that will be shown on Hulu. There will also be sponsorships of Habitat for Humanity, Color Run™, and NASCAR.

08

IN STORE Department Placards Inspired by what you see? Visit our paint department!

The above copy will be seen on the signage located throughout the store. The placards will redirect the customer to the paint department, with the offer to color match to what inspired the customer.

These signs will be placed in the following departments: • Groceries • Clothing • Health and Beauty • Electronics • Pet Supplies • Bakery/Produce • Home Decor • Sewing Section • Clothing • Toys • Kitchen Supplies

Floor Decals There will be splatters of paint throughout Walmart with the Glidden logo and tagline. This will insprire the consumer to go to the paint department.

09

PICTURE

IN-STORE Shopping Cart Handles On each shopping cart handle there will be a hanging sign alerting the customer of Glidden’s availability within the store.

Paint Supply Bundle To ensure the easiest and most convenient shopping experience for Glidden consumers at Walmart, there will be “paint supply bundles” available in the paint department. These bundles will include paint brushes, rollers, roller covers, paint tape, paint can opener, paint tray, and liner.

Walmart Employee Training The most important recommendation is to improve paint education among Walmart team members. Glidden representatives will educate and inform select Walmart employees to train them to be paint experts.

This is the best way to bridge the gap between customer perception of quality, knowledge, and service at the Walmart paint department.

In-Store Radio The in-store radio spot redirects and alerts the shoppers to the paint department.

SFX: DING FEMALE ANNCR:

Attention Walmart Shoppers, dreaming of a renovation? Inspired by the color of any product around you? Take it to our paint department and they’ll color match it just for you to help make your renovation a reality, Glidden: Imagine what you can do today!

10

TELEVISION In each commercial the customer will be browsing through a specific department at Walmart. While browsing, the customer is inspired by the color of a particular item. The consumer will then proceed to the paint department to have the item color matched. The consumer takes their newly purchased paint home to begin their project. The commercials will be aimed at Younger DIY Renters.

11

TELEVISION

12

SOCIAL MEDIA/MOBILE Twitter- Glidden will be making use of Twitter to stay in contact with consumers and address comments, questions, and concerns from followers. The first step is to get their account verified. In order to achieve verification, Glidden needs to submit a verification application to Twitter. Once the verified status is achieved, Glidden will be running a “What influences you” contest. In this contest, consumers will share what influenced them to paint something, and tweet a picture of it with the hashtag #InspiredByGlidden. The tweet with the most “retweets” and “favorites” will win a shopping spree at Walmart to makeover their home.

Facebook- Glidden will also be using Facebook to stay in contact with consumers and address comments, questions, and concerns. Via Facebook, they will run the “Glidd-ify Your Room” contest. This contest will consist of consumers posting pictures of their lifeless and ull looking rooms to their Facebook page and tagging Glidden. The picture that receives the most “likes” will win a shopping spree to the Walmart home décor section.

Instagram- Through Instagram, Glidden will be able to share new information through pictures, including Glidden colors and projects that were accomplished using Glidden paint.

Glidden will also host “Paint with Glidden Contest” on Instagram where consumers can post pictures of a project they did using Glidden paint, and the one with the most favorites will win a room makeover by Glidden and Walmart.

Pinterest- Glidden will use Pinterest to interact with their consumers and potential customers. In addition, Glidden will run the “Dream Room Contest” via Pinterest.

Consumers will create a pin board about what inspires them. The post with the most re-pins will be the winner, and Glidden will come in and makeover one of the rooms in their house similarly to the pin board they created.

Glidden App- The various Glidden placards located around Walmart will have a QR code placed on them. Once the user scans the code, it gives them ideas that go along with what inspired them, such as different paint chips that go along with that color, Pinterest boards similar to that product, and Pinterest project ideas.

13

ONLINE

In this commercial the consumer will be looking through Pinterest on her phone and come across a photo of a painted dresser, which will inspire her to want to paint her own dresser. She will go to her local Walmart and meet with a paint specialist. She will take her newly purchased paint home and begin painting her dresser.

14

SPONSORSHIPS

Habitat for Humanity Sponsorship of Habitat for Humanity will entail the following: In Walmart’s top twenty states, based on gross per capita revenue, paint will be provided for twenty homes. A total of four-hundred homes will be coated using five cans of paint per home.

NASCAR Glidden should continue its sponsorship of NASCAR but with the “Imagine what you can do today” message. MRI data reveals that Walmart paint shoppers are more likely to watch NASCAR so this provides Glidden with an opportunity to speak to these consumers at home.

Color Run The Color Run™ 5K is a unique experience focused less on speed and more on crazy, color fun with friends and family. Color runners are splattered with paint throughout the run. Glidden will sponsor white Tshirts with the Glidden and Walmart logo distributed for the Color Run™.

15

MEDIA RATIONALE blog

99% of households posses at least one television.

The average household’s TV is on for 6 hours and 47 minutes, daily.

Americans watch 250 billion hours of TV annually.

Opportunity to interact with the 200 Million weekly Walmart customers.

90% of Americans live within 15 miles of a Walmart

Up to 50% of clicks are unintentional or fraudulent

50.4% of Americans own a smartphone

Display ads gain only around 1 click every 1000 impressions

Americans spend 2.4 hours on media devices daily

Total Walmart shoppers index at 110 for “I often buy things spur of the moment”

Mobile Internet campaigns resulted in increases of 24% for ad awareness

61% of online consumers have made a purchase based on recommendations from a blog 81% of online consumers trust information and advice from blogs

67% of current internet users are on at least one social networking site Facebook: 1.06 billion monthly active users Instagram: 100 million users Pinterest: 25 million users Twitter: 500 million users

40% of consumer spending is impulse buying.

The average response rate for direct mail is 2.61% Only about 20% of people even consider reading direct mail pieces

Direct interaction with 200 million weekly Walmart customers 40% of consumers are more likely to buy a new product when heard on the radio

Overall every dollar spent on PR has a 27.5 ROI Trusted source of information

Obtaining measurable results 143 million Americans watch is difficult TV online It is more difficult to control Hulu Plus: 3 million users the consumers perception Average time consumers spend on Hulu per month is 2.5 hours

From 2010 to 2012, daily reach of magazines decreased by a total of 31.8%

16

MEDIA BUDGET Mediums

May

Television Color Splash (HGTV) Good Eats (Food Network) Aarti Party (Food Network) Say Yes to the Dress (TLC) What Not to Wear (TLC) Off Their Rockers (Lifetime) Flip This House (Lifetime) American Pickers (History) Pawn Stars (History) Swamp Pawn (CMT) Reba (CMT) Total

 

Shows

Target Rating Points

CPM

Color Splash (HGTV)

288,840

$12.09

Good Eats (Food Network)

55,100

$33.19

Aarti Party (Food Network)

55,100

$33.19

Say Yes to the Dress (TLC)

127,600

$31.77

What Not to Wear (TLC)

127,600

$30.62

Off Their Rockers (Lifetime)

156,600

$26.72

Flip This House (Lifetime)

92,800

$26.02

American Pickers (History)

1,626,900

$33.59

Pawn Stars (History)

1,767,260

$34.21

Swamp Pawn (CMT)

288,840

$25.83

Reba (CMT)

288,840

$23.87

Web Commercial

Social Media

Hulu Plus Total

July

August September

58,652 58,652 58,652 58,652 7,316 7,316 7,316 7,316 7,316 7,316 7,316 7,316 16,232 16,232 16,232 16,232 15,632 15,632 15,632 15,632 8,370 8,370 8,370 8,370 9,660 9,660 9,660 9,660 109,332 109,332 109,332 109,332 241,860 241,860 241,860 241,860 200,000 200,000 200,000 200,000 60,000 60,000 60,000 60,000

4,500

4,500

4,500

4,500

58,652 7,316 7,316 16,232 15,632 8,370 9,660 109,332 241,860 200,000 60,000

4,500

Total 293,260 36,580 36,580 81,160 78,160 41,850 48,300 546,660 1,209,300 1,000,000 300,000 3,671,850

Percentage

37%

22,500 22,500

0.25%

Twitter Facebook Instagram Pinterest Total

1,000 1,000 1,000 1,000 4,000

1,000 1,000 1,000 1,000 4,000

1,000 1,000 1,000 1,000 4,000

1,000 1,000 1,000 1,000 4,000

6,000 6,000 6,000 8,500 26,500

10,000 10,000 10,000 12,500 42,500

0.46%

Mobile Glidden Pic 'n' Paint App Total

5,000

500

500

500

500

7,000 7,000

0.08%

In-Store Promotions

Cart Ads 288,800 Floor Stickers 241,735 Promotional Placcards 167,355 30-second Glidden Spot 20,459 Employee Training 1,000,000 Total

288,800 288,800 288,800 241,735 241,735 241,735 167,355 167,355 167,355 20,459 20,459 20,459 0 0 0

288,800 241,735 167,355 20,459 0

1,444,000 1,208,675 836,775 102,295 1,000,000 4,591,745

46%

6,000 6,000 6,000 222,960 222,960 222,960 10,000 10,000 10,000 10,000 10,000 10,000

6,000 222,960 10,000 10,000

30,000 1,114,800 50,000 50,000 1,244,800

12%

Production

419,605

4%

Media Total

10,000,000

Sponsorships Habitat for Humanity Bundles NASCAR Color Run Total

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June

6,000 222,960 10,000 10,000

MEDIA SCHEDULE Month Week 1 Television Color Splash (HGTV) Good Eats (Food Network) Aarti Party (Food Network) Say Yes to the Dress (TLC) What Not to Wear (TLC) Off Their Rockers (Lifetime) Flip This House (Lifetime) American Pickers (History) Pawn Stars (History) Swamp Pawn (CMT) Reba (CMT) Commercial Web Hulu Plus Social Media Twitter Facebook Instagram Pinterest Mobile Glidden Pic 'n' Paint App In-Store Promotions Cart Ads Floor Stickers Promotional Placcards 30-second Glidden Spot Employee Training Sponsorships Habitat for Humanity Bundles NASCAR Color Run

May 2 3

4

1

June 2 3

4

1

July 2 3

4

1

August 2 3

4

1

September 2 3 4

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SOURCES

EVALUATION

16 Social Media & Blogging Stats of 2012 | Visual.ly. (n.d.). Infographics & Data Visualization | Visual.ly.

Retrieved March 7, 2013, from http://visual.ly/16-social-media-blogging-stats-2012

In-Store Sales Promotions: Compare glidden paint sales to the previous year.

Hgtv.com Site Info. (n.d.). Alexa - The Web Information Company. Retrieved March 6, 2013, from http:// www.alexa.com/siteinfo/hgtv.com Media. (n.d.). www.pewinternet.org. Retrieved March 7, 2013, from http://pewinternet.org/~/media// Files/Reports/2013/PIP_SocialMediaUsers.pdf

TV: Compare the number of purchasers against the reach that television advertising afforded.

Pulizzi, J. (n.d.). Best Content Marketing | Collection of Infographics. Content Marketing Strategy, Research and “How-To” Advice Content Marketing Institute. Retrieved March 7, 2013, from http://contentmarketinginstitute.com/2012/02/bestcontent-marketing-infographics/

Food Network. (n.d.). www.foodnetworkmediakit.com. Retrieved March 7, 2013, from www. foodnetworkmediakit.com/research/demographic-profile

Social: Facebook:

Use Facebook analytics to measure increases in

engagement; Facebook aquisition.

Twitter:

Use HootSuite to measure increases in engagment; Twitter acquisition.

Pinterest:

Use PinLeague to measure increases in engagement; Pinterest.

aquisition; compare engagement in opinterest contest against

similiar contests.

In Store Sampling. (n.d.). www.asmnet.com. Retrieved March 8, 2013, from www.asmnet.com/Newsroom/ PDF/200910-ShopperMarketing.pdf

Internet Ads Irritating and Ineffective. (n.d.). www.businessweek.com. Retrieved March 7, 2013, from www.businessweek.com/debateroom/archives/2008/08/internet_ads_irritating_and_ineffective.html

Training: Hire mystery shoppers to shop the DIY department and report back on their experience; measure improvements over the course of the campaign.

PR: Measure increases in media mentions from the previous year against the competition.

Walmart.com Site Info. (n.d.). Alexa - The Web Information Company. Retrieved March 6, 2013, from http://www.alexa.com/siteinfo/walmart.com Crum, C. (n.d.). Nielsen: Banner Ads 1.5X More Effective Than Text Messages | WebProNews.

WebProNews - Breaking News in Tech, Search, Social, & Business. Retrieved March 22, 2013, from http:// www.webpronews.com/nielsen-banner-ads-1-5x-more-effective-than-text-messages-2013-02

Network Demographics. (n.d.). - TV, Radio & Online Advertising Since 1994 -. Retrieved March 7, 2013, from http://www.nationaltvspots.com/ntvs-networks World Internet Users Statistics Usage and World Population Stats. (n.d.). Internet World Stats - Usage and Population Statistics. Retrieved March 7, 2013, from http://www.internetworldstats.com/stats.htm

Glidden App: Compare amount of downloads and users to that of the previous year.

In Store Sampling. (n.d.). www.asmnet.com. Retrieved March 8, 2013, from www.asmnet.com/Newsroom/ PDF/200910-ShopperMarketing.pdf Internet Ads Irritating and Ineffective. (n.d.). www.businessweek.com. Retrieved March 7, 2013, from www.businessweek.com/debateroom/archives/2008/08/internet_ads_irritating_and_ineffective.html Small Business Marketing Tips. (n.d.). www.gaebler.com. Retrieved March 6, 2013, from www.gaebler. com/Direct-Mail-Response-Rates.htm World Internet Users Statistics Usage and World Population Stats. (n.d.). Internet World Stats - Usage and Population Statistics. Retrieved March 7, 2013, from http://www.internetworldstats.com/stats.htm

We worked hard to deliver a successful, integrated plan that reaches your consumer in the most efficient way through eye-catching and high impact creative, strategically placed media, and carefully chosen markets. “Glidden: Imagine what you can do today” will be heard and will inspire the “Younger DIY Renter” and “Older DIY Homeowner.”

Thank you, we look forward to working with you.

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Back Cover

CREDITS ACCOUNT TEAM

Meagan Williams- Leader

Jake Thompson

Amanda Davidson

Alyssa Angellotti

Alek Renkema

Shaina Vitkus

Megan Squanda

MEDIA TEAM

Alex Fulbright- Leader Thu Vu Jessica Avery Nichole Ranieri Katie Coffield Kara Cox Bo Wisneski Meagan Williams

A SPECIAL THANK YOU TO: Clay Deadeux Tom Mehl Susan Jones Paul Jackson Blair Entenmann Laura Dix Linda Plank Jeff Ek Chelsea Bess Dr. Tim Brotherton

CREATIVE TEAM

Katie Coffield- Leader Kayla Cox Kara Cox Bo Wisneski Toma Vulaj Matt VandenHeuvel

PLANS BOOK EXECUTION

Katie Coffield Kara Cox Meagan Williams Kayla Cox Bo Wisneski

Delonge, Hoppus & Partners 20