Ad Plans Book

306 PAINT COLORS TO MAKE YOU DO A 360

GLIDDEN CAMPAIGN BOOK BY: ENMA PINEDA, KRISTA UBRIACO, KATHRYN WILLIAMS, ERICA BERGUM, & KATIE RILEY.

TABLEOFCONTENTS Executive Summary................................................................................................... 3 RESEARCH

Research Insights.............................................................................................. 4 Consumer Insights............................................................................................. 5 Research Objectives........................................................................................ 6 Target Segmentation....................................................................................... 7 SWOT Analysis................................................................................................... 8

CREATIVE

Creative Brief..................................................................................................... 9 Creative Vision.................................................................................................. 10 Traditional.......................................................................................................... 11 Non-Traditional................................................................................................. 12-14 Point-Of-Purchase............................................................................................ 15 Promotions......................................................................................................... 16 Out-Of-Home.................................................................................................... 17 Social Media..................................................................................................... 18 PR and Publicity................................................................................................19 Media Plan and Overview.............................................................................. 20

EVALUATION

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Campaign Budget........................................................................................... 21-22 Campaign Measurement............................................................................... 23

EXECUTIVE SUMMARY

Glidden gave us ten million dollars to develop a campaign to bring awareness to Walmart shoppers that Glidden is sold in stores.

With the ten million dollars, we are to create advertising to enlighten pre-existing Walmart shoppers that Glidden sells paint in Walmart’s paint department. Through researching the attitudes and beliefs of Walmart customers, case studies provided us with an accurate representation of the people we need to advertise toward. Through research, we came to the conclusion that many of Walmart’s pre-existing shoppers were unaware of Glidden paint sold in-stores. Not only do we plan to advertise toward preexisting Walmart shoppers, but also DIYers across the country with a passion for paint.

We have developed a campaign that will be using each dollar afforded to us in order for our message to reach Walmart shoppers nationally. With a major part of our budget sunken into television commercials and in-store displays, we will be able to reach the consumers at home and in-store. Social media and Google ads will be able to reach our customers on their computers at work and on their cell phones on-the-go! Our message will reach beyond our target audience or pre-existing Wal-Mart shoppers, as the ads are unveiled nationally.

Our agency has the tools, workforce, and drive to make this campaign a national success, creating an awareness of Glidden in the minds of Walmart shoppers which will eventually lead to an increase in sales and revenue. After all, Glidden’s 306 paint colors are enough to make any Walmart shopper do a 360!

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MARKETCOMPETITORS

RESEARCHINSIGHTS Sherwin-Williams paint competes with other paint brands as well as other home improvement stores because they are not only a paint brand but also an independent distributor of their paint. Benjamin Moore uses a “Transform” campaign which targets young female DIYers, connecting painting with fashion and makeup. Behr and Olympic both have a paint and primer all in one formula. Behr’s offers stain blocking and the Olympic One paint offer a value message which directly competes with Glidden. Valspar offers a “Love your color” rebate which guarantees you will love the color you selected or they will refund you for a new choice. Clark & Kensington is sold exclusively at Ace hardware stores. They are the newest to the market and offered free paint giveaways to increase brand awareness.

RESEARCH

90%

LOWES

WALMART

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90% HOME DEPOT

66%

When it comes to DIY customers at Walmart, only 66% know of the paint department. Compared to other home improvement centers such as Home Depot and Lowes, the paint department ranges in the lower end of 90% of DIY customers.

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CONSUMERINSIGHTS PRODUCT DEMONSTRATION MATTERS. Most

DIYers and previous Wal-Mart shoppers know what they want- and if they don’t, they can’t seem to find anyone to help them at WalMart. Looking through interviews; it seems that most of those customers know what colors they want, so they don’t need help. Those who have been previous Wal-Mart shoppers have had bad experiences with customer service. A wall of color samples can help customers help themselves, and can also attract other Wal-Mart shoppers.

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COLOR MATTERS. Color is the reason these

target markets are shopping for paint in the first place. Each of them has swatches they’re interested in, making their home décor as personal as it can get. Color is the root of inspiration for these customers, and apart from quality, they are mostly interested in specific colors to make their homes as unique as they are.

“Yes I look for quality. I would rather spend more money and be confident with the brand.”

“A lot. I’m artistic so I like to have my surroundings reflect that.”

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QUALITY MATTERS. Most of those

interviewed were concentrated on staying within a price range, but stated that they wouldn’t go for the cheapest brand of paint because they want quality over anything. Below, we take a look a very important question featured in the interview, and some answers that lead us to the conclusion that quality and pricing matters.

PERSONALIZATION MATTERS. The suggestion

of the importance of personalization comes from what the target market is made up of: DIYers and current Wal-Mart shoppers.

Since these individuals are making the effort to decorate their spaces themselves, they want their home décor to match their personality, and reflect their own personal style. Below, we take a look a very important question featured in the interview, and some answers that lead us to the conclusion that personalization matters.

“OMG, Paint is essential, Color is essential, I will not live in white!”

“I don’t really ask questions I usually just look at swatches or take them home with me so I can play around and decide what color to use”

RESEARCH

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RESEARCHOBJECTIVES

THEBRAND:

The Glidden brand of voice is that we all can paint because Glidden makes it easy to turn inspiration into action. Glidden provides the tools to choose color with confidence and match like a designer. The personality of the Walmart brand fits perfectly with the Glidden brand. Walmart is for everyone just as Glidden makes painting possible for everyone. A typical Walmart shopper is a “one stop shop� type of buyer who is looking for an accessible paint for a project that may not be deemed professional. Walmart and Glidden are universal brands that are made for everyone.

THEPROBLEM:

The main problem the ad campaign must overcome in order to persuade Walmart shoppers to consider buying paint at the store is bringing awareness to the fact the Walmart is a paint retailer and sells quality brands

THEOBJECTIVE:

To build awareness of Glidden paint brand within WalMart. To address the three segments ( Renters, People who already shop at Wal-Mart, People who shop at Wal-Mart but not for paint)

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RESEARCH

TARGETSEGMENTATION

RENTING DIY-ERS:

These shoppers are female Millennials who shop the store for many products including home.

While they are eager to put their own stamp on their rentals, they are the least experienced in painting and are the most budget constricted. Despite their eagerness, their lack of experience means they are less confident, so they often rely on more traditional paint retailers like home centers and paint stores for better service and knowledgeable associates.

CURRENT PAINT SHOPPERS -FAMILY FOCUSED:

Current Walmart paint shoppers are loyal customers.

As young families with lower incomes, simple and affordable decorating projects with a family emphasis should be a focus. This would include children room re-dos and one day projects that have a big impact, such as an accent wall or furniture makeovers.

NON-PAINT WAL-MART SHOPPERS ROUTINE MAINTENANCE/DÉCOR: These older shoppers appreciates the convenience Walmart offers, but as experienced painters who paint for more functional vs aesthetic reasons, they need to be assured that Walmart offers a national brand with good quality that will last. They have two paths to painting projects: one is maintenance and the second is simple and affordable decorating with Walmart for a quick home refresh.

RESEARCH

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SWOTANALYSIS

STRENGTHS

Walmart sells paint in 3,500 stores across the US, & has a home décor section.

Glidden was founded by Francis H. Glidden in 1875 and has been an America paint brand ever since with a “do it yourself” legacy.

Low prices

Improve organization and clarity of paint swatch display Online inspiration for color and design.

Improve customer service within Walmart.

DIY all in one paint kit 10 million dollar budget

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RESEARCH

Only 66% of DIY customers are aware that Walmart actually sells paint.

Walmart is not perceived as a place for DIY home improvement projects or for having in-depth paint expertise.

Store associates and consumers perceived it as being poor quality.

Other home improvement centers are in the 90% range of DIY customers.

Competing brands such as BEHR, Valspar, Sherwin- Williams, Benjamin Moore, Olympic, Clark+Kensington, Dulux Hardware/ Home Improvement stores have primary tools and supplies for projects.

Specialist Paint/ Wallpaper stores have designer assistance.

THREATS

OPPORTUNITIES

Increase paint awareness and consideration within Walmart.

Consumers prefer Walmart competitors because of variety and uniqueness.

WEAKNESSES

Walmart has…

3,500 US stores.

200 million shoppers a week.

1.4 million Employees.

CREATIVEBRIEF WHY ARE WE ADVERTISING? To inspire DIY-ers to take on paint projects

WHO ARE WE TALKING TO? Homeowners. People who already Wal-Mart shoppers. DIYers. 3 segments: renters, people who already shop at Wal-Mart but might not necessary buy paint from Wal-Mart.

WHAT DO THEY CURRENTLY THINK? Most Wal-Mart shoppers have no idea that paint is for sale at the stores.

WHAT WOULD WE LIKE THEM TO THINK? As a DIYer, I will go to Walmart first for their affordable and readily accessible color selection.

WHAT IS THE SINGLE MOST PERSUASIVE IDEA WE CAN CONVEY? With Wal-mart’s paint section and color selection, we can inspire DIYers to take on projects

WHY SHOULD THEY BELIEVE IT? Our stores offers a wide color selection with 306 color choices at an affordable price and can inspire DIYers to tackle their at home projects.

CREATIVE

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CREATIVEVISION

Painting a life of creativity with Glidden offers you 306 paint colors to make you do a 360˚. Glidden is a proud American paint brand that has been around since the 1870’s with a “do it yourself” legacy. Glidden understands by taking on a project such as painting a room in your house can make a world of difference, but it doesn’t stop there. Glidden has a history of innovation and is determined to carry on the path of inspiring people to make a simple change in their own lives. Glidden knows all about turning a life around, in 2009 the brand took a fine look at all aspects of the brand usage and shopping experience and gave their product a necessary upgrade.

Since most paint projects begin with color selection, Glidden now offers 306 colors to choose from. Our creative strategy is based around simplicity, ready mixed testers, paint chips with coordinating colors on the back, developed top ten brochures, and coordinated a mass media push.

Aware of competing brands around, Glidden is taking the extra mile for the re-launch by going further than just advertising. Glidden knows to be successful they must reach out to consumers on an emotional level, creating bonds between the brand and consumer.

Glidden is introducing the re-launch with The National Free Paint Giveaway, Paint chip distribution in magazines, mini color centers and teaming up with Habitat Humanity.

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CREATIVE

“Painting can be a great way to brighten our lives. It lifts our moods.

It adds color to the world. Painting brings us together. And starting today, we all can paint. Glidden makes it easy to turn inspiration into action.

Glidden provides the tools to choose color with confidence and match trim like a designer. And, Glidden makes sure you have a fun every step of the way. Ready to make a change for the better? Glidden Gets You Going.”

TRADITIONAL

TV

AD: In our Television Ad we want to reach a national audience.

We plan to spend 7.5 million dollars on the ad campaign.

We will produce 30 sec ads that airs in January April/May and October/November. For the October/November Ad the commercial will show a woman in the living room looking at her walls. After seeing a Pinterest inspired room and emailing her family the final Thanksgiving Menu she wants change. She begins spinning and the room’s wall changes colors, the home become cozy and holiday ready. He dog also begins spinning. The final scene of the commercial is her with her new living room answering the door for guests with our tag line 306 colors to make you do a 360.

For the April/May Ad the same woman can be in her kitchen and just have confirmed her sons Lemonade and Water Guns Summer Party. She wants her kitchen summer BBQ and Pool Party ready. She begins spinning and the wall change color and a whole new look is unveiled with our tag line 306 colors to make you do a 360.

Radio

Ad: For our Radio Ad we will run it for 3-4 weeks in the months of April and November and have a single voice explaining the Habitat for Humanity promotion and include inspiration of what a new color can do for their homes and how they can finish their project to make their home holiday and summer ready. We will end with our tag line of 306 colors to make you do a 360. The idea of awareness and inspiration for our DIYers are most important.

CREATIVE

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NONTRADITIONAL

CONVEYOR BELT ADVERTISING

Every other conveyor belt in Walmart stores will have vinyl stickers that recirculate as the belt moves. The vinyl stickers are a cost-effective in-store advertisement that are guaranteed to create awareness, as each customer will have to purchase their items at the check-out. The stickers will be of paint splotches (a recurring image) reading the names of the Glidden colors available in Walmart. On the belt will also be a Glidden logo, with a tag line that reads “Forget something? It’s in Aisle #”. These ads will create awareness within the year that they re-circulate.

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CREATIVE

NONTRADITIONAL

SLIDING GLASS DOOR

In the 10 newest Walmart stores, the glass sliding doors in the front will be covered in vinyl stickers displaying paint splotches with the names of Glidden paint colors available inside. The paint splotches will be reoccurring through the store. The doors will also have a large Glidden logo with the words “Available Inside”. As customers walk into Walmart, their eye will be directed to the logo and the paint splotches, creating immediate awareness.

This is very important especially in a new store.

PAINT SPLOTCHES

This advertising will occur nationally in every Walmart store. Upon entering the store, the customer’s eye will be drawn to large vinyl paint splotch stickers on the floor. Each sticker will be a different Glidden paint color with the name displayed on the splotch. These stickers will create a walk way to the paint department, creating curiosity in the mind of the custom who wishes to follow the path. These paint splotches will be very noticeable and readable, creating an instant awareness for each customer. The paint splotch vinyl stickers are an affordable way for customers to know how to get to the paint department without even having to ask. An added bonus: customers might fall in love with a color on the paint splotch and buy paint that they may not having been planning on upon entering the store.

CREATIVE

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NONTRADITIONAL

PAINT SWATCHES IN

COORDINATING PLACES

Another national campaign that will be featured in every store, is the paint swatches in coordinating places throughout the store.

Throughout the Walmart store, there will be paint swatch pads that coordinate with preexisting items.

These paint swatch pads will be very inexpensive and allow customers to tear off a swatch if they are interested in the color. An example: Next to the granny smith apples, there will be a swatch cube with the Glidden paint color “Granny Smith Apple� available to tear off. There are several Glidden Paint colors that coordinate with things already sold in stores. This advertisement allows for endless amounts of combinations.

GRANNY SMITH APPLE

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CREATIVE

POINTOFPURCHASE

To create an in-store presence and increase brand awareness, the campaign includes a variety of point-of-purchase displays.

A display like this will be located close to check out with paint samples for DIYers to bring home and try on their walls. This Point of purchase Display is included in our in store display budget and will be located at all 11,047 stores nationwide.

A conveyor belt display will be at store checkouts with Glidden paint ads on them to increase Brand awareness. *For more details see Non-Traditional Advertising.

Another point of purchase would be toward our partnership with Habitat for Humanity.

Customers using credit cards or debit cards will have the option of donating $1 to Habitat for Humanity.

CREATIVE

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PROMOTIONS

&

GLIDDEN AND WAL-MART ARE TEAMING UP WITH HABITAT FOR HUMANITY TO MAKE A CHANGE IN THE COMMUNITY! APRIL 2014 PLU330

For every gallon of paint you buy in the month of April 15% of the proceeds will go to the local Habitat for Humanity Project in the area. Help give someone a new home today!

2014 PLU331

For purchases over $150+ in the Wal-Mart paint department 5% of the purchase will be donated to Habitat for Humanity and the costumer will receive a $10 Wal-Mart gift card

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CREATIVE

OUTOFHOME

BENCHES AT WALMART BRIGHTLY PAINTED BENCHES OUTSIDE OF WALMART.

Outside there will be two benches, one on either side of the entrance into the Wal-Mart superstore.

The benches will be brightly colored in order to ensure that customers will see them upon entering the store. The benches will be painted with Glidden paint to show the durability and the eye-catching color. The benches will have a large Glidden paint logo on the back of the bench and have the words “Available In Store”. The benches will be sure to catch everyone’s eyes as they walk into Walmart and become and instant success.

ATTN

Method

Total

Goal

: Walmart Shoppers & DIYers Bright Colors Will Have Everyone Looking!

Advertisement of Available

Colors Seen @ 10 largest Walmart Superstores

Price: $6,000

proves effective: There will be a larger budget and more benches can be placed nationally. : Creating Awareness

CREATIVE

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SOCIALMEDIA Let’s not forget about the consumers who are social butterflies grabbing inspiration through the web to further a “do it yourself” project.

Glidden is reaching out via social media from all sides to interact and communicate with consumers from all over. Glidden has set up accounts with Pinterest, Facebook, Instagram, and Twitter.

The Twitter account will allow instant communication with local consumers who are shopping at Walmart using Glidden paint for a “DIY” project. They can ask us questions and we can answer them immediately. Twitter is also a great way to showcase work done for the community through Habitat Humanity.

INSTAGRAM INCLUDES:

With these online accounts, Glidden is looking to keep consumer inspired with the most up to date paint products and colors. Glidden’s launch at Walmart, 306 paint colors to make you do a 360˚, will feature consumers showing their before and after projects.

Grab a paint chip and type in the code presented on the back, this will showcase other consumer working on “DIY” project around the community.

The Instagram account will allow instant communication that allows consumer to interact by posting pictures of their most recent “DIY” projects. The Instagram account will also serve as a social media portfolio of Glidden’s work that shows events and other visuals done through Habitat Humanity using the Glidden’s 306 paint color to make you do a 360˚.

FACEBOOK INCLUDES:

PINTEREST INCLUDES:

The Facebook account will allow instant communication with local consumers who are shopping at Walmart using Glidden paint for a “DIY” project. It will also allow Glidden to connect with those consumers that are already following us. Facebook is also a great way to showcase work done for the community through Habitat Humanity.

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TWITTER INCLUDES:

CREATIVE

The Pinterest account will allow instant communication that allows consumer to interact by posting pictures of their most recent “DIY” projects. The Pinterest account will also serve as a social media portfolio of Glidden’s work that shows events and other visuals done through Habitat Humanity using the Glidden’s, 306 paint color to make you do a 360˚. Pinterest will be the account that is linked to the paint chips around the store to gain inspirational ideas.

PUBLICRELATIONSANDPUBLICITY

SOCIAL MEDIA.

Connecting with customers through social media will allow Glidden to show them how grateful we really are. From Facebook to Pinterest, Glidden will have the ability to raise awareness through giveaways, contests, and painting tips. GLidden Volunteers will have the ability to sign up for Habitat for Humanity projects through its social media sites. These sites will also allow for consumers to share ideas with one another. Glidden’s social media sites will include tips and tricks on DIY projects, changing the perception into a more positive one when it comes to reliablility and knowledge.

PUBLIC SERVICE ANNOUCEMENT.

By releasing a PSA, it will increase awareness of Gliddens partnership with Habitat for Humanity. PSA will be featured in local newspapers, and in online media. It will include information on how purchasing Glidden paint can help fund Habitat for Humanity

PARTNERSHIP WITH HABITAT FOR HUMANITY

Our parnership with Habitat for Humanity will allow Glidden to raise awareness, and reinforce the Brand theme of 306 colors to make you do a 360. Glidden isn’t just about providing inspiration to re-do your home, It is about turning your life around.

This partnership will allow for Glidden to create inspiration by donating money, and paint, to Habitat for Humanity. Through our social media, Glidden Volunteers will be able to donate their time to Habitat for Humanity. For those Glidden Volunteers that surpass 50 volunteer hours will get a care package, which includes paint supplies, and a Glidden Volunteer T-shirt.

CREATIVE

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MEDIAPLAN & OVERVIEW

Media

plan will deliver a clear message of inspiration to the targeted segments. Placing ads in-store where the consumer shops is a crucial aspect of conveying our campaign’s primary message to the targeted segments. Our mix of Traditional and non-traditional media advertisements will encapsulate the broad range of consumers of varying ages and lifestyles. The partnership with Habitat for Humanity will not only spread the Glidden name but also give back throughout the community and the U.S.

Social

media advertising on Facebook and twitter will be targeting both the young female millenials and current family focused shoppers who lead active lives and have a strong connection to technology. Our print and radio ads are designed to target the older home owners who are more likely to be reached through these mediums. Our TV segment is targeting the young families and older homeowners because with children and leisure time they are most likely to be present when our ads are on the air.

Jan Feb March April May June July Aug Sept Oct Nov Dec In Store TV Radio Print Twitter Ad Facebook

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CREATIVE

CAMPAIGNBUDGET

EVALUATION

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CAMPAIGNBUDGET

TV Radio

In-Store

Social

Google

: $7,500,000 of our budget will be spent on the production and airtime for a 30 sec advertisement nationwide. These numbers are based on American Association of Advertising Agencies. On average a one-time 30 sec commercial nationally broadcasts cost $340,000. : $20,000 of our budget will be spent on a single voice radio advertisement. These numbers are based on AdWeek averages that say to have $1,750 for creative development plus $3,000 to $6,000 per week over a 3-4 week test period for the initial media test. Commit to a $20,000 media campaign. Generally, between six and ten radio stations will air the ads in the initial budget.

Media: $15,540 of our budget will be spent on social media promotions. This includes $15,000 for a 3 month promotion on twitter. $450 to promote a status on Facebook ($5/time) for a 3 month time period.

Promos partnerships with Habitat for Humanity.

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EVALUATION

: We will spend $27,000 on promotional

Advertising: $2,425,000 of our budget will be spent on In store displays. This includes 20 park benches at the 10 most popular Wal-Mart stores. At $300 all inclusive painted and advertised bench this cost us $6,000. The remainder of our money will be used for sliding glass door advertising on our 10 newest Wal-Mart stores. The prices for all 10 stores nationwide will be $7,000. With 11,047 Wal-Mart across the nation we plan to have in store paint splotches and paint names in departments in every store. This will cost us $2,245,000.

Ads: $12,000 of budget will be spent on Google Ads. We will spend $4,00 each on 3 Google Ads to reach our audience of DIYers.

CAMPAIGNMEASUREMENT

Increase Increase Increase social media presence. Measured by number of #Gliddenpaint #306to360 and re-tweets/ reposts on Facebook.

Online polls, surveys.

in store sales. Measure changes in Point-of-purchase sales. Measure purchases related to habitat for humanity discount promo.

awareness. Measure by questionnaires, polls, and interviews completed by target segments. Calculate change after campaign.

EVALUATION

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