You made it.
Contents 2 Research 3 Competition 5 Target audience 7 Campaign objectives 8 Big idea & strategy 9 Media objectives & strategy 10 Creative executions & media buys 17 Calendar 18 Budget 19 Evaluation 20 Sources
Executive summary You made it. Glidden advertising breaks out of the paint category. It moves Glidden paint from a commodity to build a change agent: what customers are really searching for. What customers are REALLY searching for reveals that painting is not just about the process of selecting a color. They are looking to create to a place in their lives (and in their homes) where they want to be. Even before they start a project, consumers envision all the ways they could fail. Even before customers get to the store, they come up with a list of reasons not to paint. Glidden’s campaign will answer their doubts with simple solutions and achievable goals. The only thing holding you back is you. Glidden gets to the customer a step ahead of their competitors. Other brands focus mainly on the process of selecting a color. Glidden reaches the customers before they are even thinking about color selection. For most people, transition presents obstacles — barriers of entry. Uncertainty or fear to take the steps to get them satisfaction and an opportunity to achieve the best version of themselves. You can change your mind and change your clothes … now change your space and change your life. Glidden makes achieving the customer’s goals a priority. Any company can give customers their color … Glidden gives customers a sense of accomplishment, gratification and achievement. Getting things done. Removing barriers. Gratification every step of the way. Glidden makes it easy at Walmart.
Research Rebelation Media conducted extensive research to lay the groundwork for our campaign strategy and execution.
Highlights of our research objectives Understand Glidden as a company and its position in the market Understand the three target audience segments: similarities and differences in characteristics and psychographics Review the target audience perceptions of Glidden and the Walmart shopping experience Define barriers that prevent Glidden from reaching its audience Uncover areas for growth and opportunity for Glidden as a brand and Glidden at Walmart Using the case study as our starting point, we launched our secondary research. Based on these findings, we moved to primary research with concept testing and focus groups.
Key insights To effectively reach the audience with the $10 million budget, it was important to find a focal point where all target audiences intersect — to zone in on the overlapping values and aspirations sought by the target. Our research led us to three areas most crucial to the success of the campaign as a whole:
Primary research Qualitative and quantitative More than 25 one-on-one interviews with employees at Walmart stores, competitors, paint professionals and DIYers More than 100 site visits to Walmart stores and competitors across the country Two online surveys — more than 24 states represented Potential Paint Consumer Survey: gauge awareness of Glidden paint at Walmart, opinions on DIY projects, and use of media channels4 Walmart Customer Survey: dig deeper into findings from the first survey with follow-up questions5 Concept testing
Secondary research resources 150+ research resources: articles
marketing databases
scholarly journals
Feelings of satisfaction and gratification1 Intelligent decision-making (acceptance from peers)2 Time and efficiency3
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Competition The competitors are all about color. No competitor currently gets the customer to the place where they want to be. Glidden has the unique opportunity to meet them with a quality product, a cost they can afford, the convenience they need, and the satisfaction they desire. Walmart is where consumers already shop for everyday necessities. Glidden offers a quality product at a fair price — the only premium quality paint at Walmart. Glidden can capitalize on low Walmart prices, filling the gap in the market for the time- and value-conscious consumer. Glidden addresses a deeper need — painting is more than simply color choices.
“The beauty goes on” Modern, hip, simple and elegant Exclusive at Lowes Female-oriented brand identity “Love your color guarantee”
“Good. Better. Behr” Classic and conservative Exclusive at Home Depot Masculine brand identity Leading paint and primer in one
Be the IKEA of paint IKEA serves similar customers by giving them exactly what they need. Like Glidden customers, they are in transition; they want to make a place their own. Glidden at Walmart can help them make it just that. Connecting with the more savvy DIY market segment brings Glidden into the mainstream and attracts shoppers who would otherwise seek out home improvement stores. With our campaign, we inspire and encourage confidence. Glidden’s customers feel the satisfaction of creating something and achieving their goals. Glidden’s customers want the personal gratification of taking a project from inspiration to completion within their budget.
“Quality from start to finish” Elegant, classic and nature-oriented Masculine brand identity “The color of ________”
“Cover the Earth” Trustworthy and traditional Exclusive to Sherwin-Williams stores Brand emphasizes quality and professionalism Emerald line is “their finest paint ever”
“Find your soul paint” Modern and witty Exclusive to ACE Hardware Brand emphasizes quality of product and community “Free paint Saturday” 1,3
3 | You made it.
SWOT analysis Strengths
Weaknesses
Glidden Grab-N-Go expedites shopping5, 7
Current advertising awareness9
Reliable brand5
Competitors’ strong presence online and in social media
Reasonable price6
Visual appeal of display and marketing collateral
Opportunities History of innovation bodes well for continuing to innovate Online and social media presence has vast room for growth
Threats Paint is viewed as a commodity Low brand loyalty8 Brand perceived as outdated
Celebrate sense of achievement from DIY projects Expand community outreach
High volume of traffic One-stop shop makes efficient use of time Store space and promotional space
Employees not informed that store carries paint5,7
Nationwide distribution
Employees not as well-trained as in specialty stores5,7
Options in premixed selections
Visible selection5
The only premium quality paint at a supercenter6
at
Enormity of the store makes it difficult for customers to find what they are looking for
Not all Walmart stores carry paint and store layouts vary5,7
Buy online and pickup in store6
Low public awareness of Glidden’s products at Walmart4,5
“You didn’t know you needed this” factor3
For Walmart customers, paint is not top of mind5
DIY sales are increasing nationally
Negative public perception of Walmart 4
Integrate additional store departments for promotion
Other supercenters and specialty stores Other supercenters could start carrying paint
In-store employee promotions
ColorPlace is a cheaper alternative6,7
Inter-department cross-promotional opportunities
Not a specialty store (lacking opportunity to assist with design and technique)5,7
Integrate quart-sized products into craft section
Ace Hardware is a major competitor in small towns9
You made it. | 4
Target audience What they have in common …
Make it my own
Although the three target demographics span a wide range of ages, characteristics and media consumption habits, they all share at least one quality: life changes and their satisfaction in achieving a milestone as they reach the next “next” in life. Make it my own: They’re between home and their first place on their own; they’re looking to evolve their space into their own.1 Family-focused: They’re new or young parents, moving from an apartment to a house, relocating for work. Being a good parent is important; they want to mirror the values of the baby boomer generations.10,11 Routine maintenance and decor: Some are retiring, looking to spend their newly found free time updating their homes for their current lifestyles. Others are putting off retirement and making changes to their homes to accommodate multigenerational households.1
… TRANSITION Through all of these life changes, each of our segments evolve their actual self to their ideal self.
5 | You made it.
Younger Gen Y Single Eager to experiment with creativity Open to change DIYers Not perfectionists Lack DIY experience & confidence Enjoy painting Renters Female Lower income Life changes Millennials
Prefer shopping at specialty home improvement stores
Achieving milestones
Older Gen Y Married Minority Rural New home buyers
Family-focused
Actual self to ideal self Walmart meets budget
Working on home improvement projects Have children
Baby boomers Perfectionists Homeowners Don’t enjoy painting Paint out of necessity Caucasian More experienced & confident with DIY projects
Routine maintenance and home decor 1,4,5,10,11,12
Audience snapshot What motivates the Walmart shopper? The average Walmart shopper spends 21 minutes in-store and only finds 7 out of 10 items he or she intended to purchase.11 Walmart shoppers ... go in with a plan11 know their wants and needs11 know that Walmart has the ability to satisfy them11 Thirteen percent more women than men turn to Walmart to get everything they need all in one place.11 Women are overwhelmed by the amount of tasks they take on — they crave a simple solution.
Constantly connected Friends, DIY programs and Internet are the go-to sources for information2
Name: Ashley Age: 24 Status: Single Occupation: PR Coordinator Current city: Miami, Florida Likes: DIY projects, “Keeping Up with the Kardashians,” “The Client List,” Pinterest and my iPad. About me: I finally did it! College grad, on my own, and my first REAL job. I’m pumped to start revamping my place, but my apartment is totally bare. Dishes, groceries, bath towels, a comforter … I need EVERTHING. Oh, and I want to paint an accent wall too. It needs to say “I’m an adult,” but it still needs to be cute, and fun, and trendy. First, finish my apartment, then I can lay by the pool.
Name: Jennifer Age: 33 Status: Married Occupation: Administrative Assistant Current city: Wichita, Kansas Likes: “Drop Dead Diva,” “Long Island Medium,” “Sister Wives,” Facebook and Pandora. About me: I’m married to the love of my life. Our baby is two months away, and we haven’t even started the nursery or settled on a name. Posted the pool table on Craigslist. This kid needs a crib! Pink, blue, yellow? Take your pick. Just want to be a mom! Once I’ve checked everything off my list I’ll be satisfied.
Name: Linda Age: 50 Status: Married Occupation: Account Executive Current city: Dallas, Texas
Women communicate with their reference group before, during and after almost every purchase and decision2 Both Gen Y females and baby boomers seek acceptance from their peers2
Likes: Listening to music, Real Simple magazine and Facebook (my son hates my status updates). About me: Why am I the only one who gets things done in our house? My to-do list is crazy: pick up dog food, buy a card for my mother-in-law’s birthday and try to get my husband to paint our son’s old bedroom (which started World War 3)! My husband wants a media room, but it’s going to be MY yoga studio. He’ll be waving the white flag by lunchtime.
You made it. | 6
Campaign objectives Communication objective Increase awareness and consideration of Glidden at Walmart
Projected awareness
76% 66%
40%
increase Glidden paint sales at Walmart
Sales & marketing objective While the case study suggests that measures of success are “increasing paint awareness and consideration with Walmart,” we take this a step further to include measurable sales objectives.
Current awareness Projected consideration 23%
Current consideration
7 | You made it.
33%
+10
points awareness and consideration
Increase Glidden paint sales at 13 targeted Walmart markets by 40% in May – September 2014
The big idea
Be who you want to be by creating a place where you want to be “Be who you want to be …” Our campaign addresses the psychographics of the person in transition to their next “next” in life, whether that’s moving away from home for the first time, becoming a new parent, or imagining the possibilities as an empty nester. “… by creating a place where you want to be.”
The strategy
Getting things done is a place where the target audience wants to be: a place of satisfaction, gratification and achievement. It’s the room they paint, too.
Glidden removes the barriers between the target audience and this place Glidden’s solution is simple. A can of Glidden paint contains much more than just paint. It holds satisfaction, gratification and a sense of achievement as consumers complete a project. This is the place where you want to be ... and you made it.
You made it. | 8
Media objectives and strategy Media objectives
Media strategy
Integrate the campaign message into the diverse media channels that most effectively reach the “transition” segment of the target audience.
We concentrate our campaign in 13 cities: overlaying the highest population of our “transition” demographic in cities with the largest number of Walmart stores. This highly targeted approach makes a significant impact and is more cost effective than a national campaign.
Reach 80% of the target audience during the five months of the campaign to attain an average frequency of 3.9 by repeated opportunities for exposure of the campaign message. Concentrate the campaign in select cities across the U.S. with the highest population of the target demographic in relation to the largest number of Walmart stores, with the exception of national print and online.
We agree with the case study that social, digital and other non-traditional elements should receive a heavier emphasis than broadcast media. However, we do strategically use spot cable buys to complement the non-traditional elements, as well as traditional media, such as print and outdoor. Further, our campaign recommends in-store improvements and unique promotions. Contingency
Work within the allocated budget of $10 million, allowing 5% for production and 2.5% for contingency.
3%
Corporate Sponsor
Creative Production Costs
2%
5%
Public Relations
13%
30%
$9.8 MM WELL SPENT Broadcast
Internet
31%
13%
Employee Relations 1%
Outdoor 2%
Contingency plan We allow $250,000 for contingency to reallocate funds during the five-month campaign, if needed. 9 | You made it.
Creative strategy and brief Strategy
Page-turn
Our target audience is currently going through a personal transition in their lives. This campaign focuses on the achievement of these transitions and the feelings of gratification and satisfaction that follow.
A page-turn device gives the audience a reference point to show the before and after transformation of the achievement.
We found that the target shares three common values: convenience, time and affordability. Our campaign places emphasis on these values by removing the barriers that are keeping them from being who they want to be. Barriers they often face may include a lack of product knowledge or a complicated buying experience. In our creative executions, we position Glidden the convenient tool that assists them in creating a place where they want to be.
Concept Our campaign revolves around the headline “You made it,” which implies achievement and acknowledges what motivates the target audience. Women find great satisfaction and gratification in completing tasks.5 “You made it” represents achieving a milestone and overcoming every barrier along the way. Aside from the emotional appeal of the headline, the literal meaning implies that the target audience created that space.
e at Walmart.
Woman looks at paint swatches.
considering swatch.
Imagining blue room, woman peacefully rocks baby to sleep.
Cut to woman considering red paint swatch.
Back to reality: Walmart employee loads her cart with blue paint amongst other
Before and after photos The “before” image of a space portrays the starting point of a transition. The “after” image of the renovated space symbolizes achievement, satisfaction and gratification.
Message As the target audience approaches their next milestone, Glidden is the tool that helps them create a place where they want to be. They experience a strong sense of achievement, satisfaction and gratification upon getting through a transition. Glidden inspires DIYers to be who they want to be.
Tagline
The tagline “made easy at Walmart” informs the Imagining red room, woman audience that Walmart simplifies the buying process and appears tired while babythe barriers that may be preventing them from removes cries. transforming their space. Walmart has everything they need to get through the painting process.
In renovated baby room woman says to husband “It’s time.”
You made it. | 10
Print Print ads launch the campaign Our strategic full-page and half-page buys engage consumers when they read interest-specific publications. We target by age and by the types of transitions happening in their lives: whether that’s becoming a parent, downsizing and simplifying, or moving into a first apartment.
Walmart circulars reach shoppers Walmart currently distributes weekly circulars to its customers through newspapers and in stores. We leverage this existing advertising channel by placing our print ad in these circulars to reach the current Walmart shoppers in our target audience.
Made easy at
11 | You made it.
Television spot It’s Time
Cable television boosts frequency
:30 television spot
Cable television fits the social need of our target audience. Sixty percent of women say they watch prime-time TV daily.13 Spot cable buys are affordable compared to national networks and effectively reach the target audience. We run the 30-second TV spot in the 13 cities on five cable networks most popular among the target audience.14
Pregnant wife says to husband, Husband Husband helps wifecar. into car. They arrive Walmart. Pregnant wife says to husband, helps wife into They arrive at at Walmart. Pregnant wife says to husband, Husband helps They at Walmart. Pregnant wife says to nervous. husband, Husband helps wife intowife car.into car. They arrive atarrive Walmart. “It’s time.” Husband looks “It’s time. ” Husband looks nervous. “It’s time.” Husband looks nervous. “It’s time. ” Husband looks nervous.
Woman looks at pai WomanWoman looks at look pain swatches. swatch swatches.
Spots run Sunday through Thursday with our highest concentration on Sundays. Sundays have the highest amount of female viewers.
We place the spots on these popular prime time shows that Pregnant wife into into car. car. They arrive arriveat atWalmart. Walmart. Womanlol Pregnantwife wifesays says to to husband, husband, Husband Husband helps helps wife They Woman Pregnant wife says to husband, Husband helps wife into car. They arrive at Walmart. Woman look “It’s swa reach over a million female viewers ages 18-49 each week: “It’stime. time.””Husband Husband looks looks nervous. nervous. swa Woman looks at paint swatches.looks nervous. Cut to woman considering red Imagining red room, woman “It’s time. ” Husband swatch appears tired while woman baby cries. paint swatch. “Keeping with the Kardashians,” “Real Housewives ofat Walmart. PregnantUp wife says to husband, Husband helps wife into car. They arrive Woman looks at paint Cutroom, to woman Imagining red room, Pregnant wife says to husband, Husband helps wife into car. They arrive at Walmart. Woman looks at paint Cut to woman Imagining red room, woman Cut to woman considering white Imagining white woman Cut to woman considering Imagining blue room, wom Pregnant wife” Husband says to husband, Husband helps wife into car. arrive at Walmart. Woman looks at paint Cut to woman Imagining red room, woman “It’s time. looks swatches. considering red paint appears while baby New Jersey,” “Client List, ”“Drop Dead Diva,” They “Long Island Cut to woman considering white white Imagining white room, woman Cut to woman considering bluerocks room, woma “It’s ” Husband looksnervous. nervous. swatches. considering red paint tired while baby Imagining Cut to woman considering Imagining white room, woman Cutappears totired woman considering Imagining blue room paint swatch. cleans baby’s mess. blue paint swatch. peacefully baby to “It’s time. ” time. Husband looks nervous. swatches. considering red paint appears tired while baby swatch. cries. paint swatch. cleans baby’s mess. blue paint swatch. peacefully rocks to paint swatch. cleans baby’sswatch. mess. blue paint swatch. peacefully rocks cries. sleep. baby Medium” and “Sister Wives.” swatch. cries. sleep. sleep.
YouTube inspires Pregnant wife says to husband, market Husband helps wife into car. arrive at Walmart. This digitally connected expresses a highThey dependency Pregnant wife says to nervous. husband, Husband helps wife into car. They arrive at Walmart. time.Pregnant ” Husband looks wife says to that husband, Husband helps wife into car. They arrive at Walmart. on“It’s“It’s online references influence buying decisions. time.” Husband looks nervous. “It’s time. ” Husband looks nervous. YouTube reaches 55% of women ages 18-54.15 Cut to woman considering white Imagining white room, woman Cut to woman considering to woman Imagining white to paint woman considering Cut toCut woman considering white white Imagining white woman woman considering paint considering swatch. cleansroom, baby’sroom, mess.woman Cut toCut blue swatch. DIYers rely on the Internet for inspiration and visual paint swatch. bluehow-to paint swatch. paint swatch. cleanscleans baby’sbaby’s mess. mess. blue paint swatch.
guides. Creating easy-to-follow tutorials with expert advice on YouTube inspires and motivates DIYers to accomplish projects with Glidden. We create 10 videos that incorporate major holidays from May to September: Mother’s Day, Memorial Day, Father’s Day, Independence Day, and Labor Cut to woman considering white Imagining white room, woman Cut to woman considering to woman considering whiteImagining Imagining white room, woman Cut woman considering Day. For example, repainting mom’s desk for Mother’s Day. Cut toCut woman considering white white room, woman Cut toto woman considering paint swatch. cleans baby’s mess. blue paint swatch. swatch. paintpaint swatch.
cleans baby’s mess. cleans baby’s mess.
bluepaint paintswatch. swatch. blue
Glidden’s YouTube channel features 100 “mini-videos” that further break down steps from the DIY videos for easy reference. We also post the Glidden TV spot on YouTube.
Woman looks at paint Woman looks at paint swatches.
Imagining red room, woman Imagining redwhile room, woman appears tired baby Imagining room, woman Cut tored woman considering blue Cutto to woman considering Cut to woman considering appears tired while baby Cut woman paint swatch. cries. appears tired whileconsidering baby cleans baby’s baby’s mess. blue paint swatch. paint blue paint swatch. paint swatch. swatch. cries. paintswatch. swatch. mess. blue paint swatch. swatch. cries. Imagining blue room, woman Back to reality: Walmart In renovated baby room Imagining bluewoman room,towoman Back to reality: In renovated baby Imagining blue room, toBack reality: Walmart In renovated room employee loads her cartWalmart with woman says tobaby husband “It’sroom peacefully rocks baby peacefully rockstobaby to employee employee loads cart with says “It’s loadsamongst her carther with woman woman says to husband “It’s peacefully rocks baby sleep. blue paint other time. ” to husband blue paint amongst sleep. sleep. blue paint amongst other other time.” time.” paint supplies. paint supplies. paint supplies.
Woman lookswhite at paint Cut to woman considering Cut to woman Cut toto woman considering white swatches.white Cut womanconsidering considering paint swatch. swatches. white
Cut to woman Cut tored woman considering paint
woman ImaginingCut whiteto room, woman Imagining white room, Imagining woman considering redwoman paint white cleansconsidering baby’s mess.room, swatch. red paint
Back to reality: Walmart employee renovated baby room woman Imagining blue room, woman Imagining bluebaby room, woman Backher tocart reality: Walmart InIn renovated room loads with blue paint says to husbandbaby “It’s time.” peacefully rocks to sleep. Back reality: Walmart In renovated room Imagining blue In renovated baby room Imagining blue room, woman Backto to reality: Walmart amongst other paint supplies. peacefully rocksroom, babywoman to employee loads her cart with woman says tobaby husband “It’s employee her cart with sayssays to husband “It’s “It’s peacefully rocks woman to peacefully rocksbaby babyto to employee loads her cart with woman sleep. blue paintloads amongst other time. ” husband blue paint amongst other time. ” ” sleep. time. sleep. blue paint amongst other paint supplies. paint supplies. paint supplies.
You made it. | 12
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Website and social media Glidden.com
Facebook builds the audience
We recommend an update to the Glidden website with a user-friendly layout similar to the current site. With more prominent links to build social media presence, updates in color scheme and additional design components add more visual appeal. The newly renovated tabs highlight the campaign with links to Glidden’s corporate sponsorship and the mobile application.
Glidden’s competitors dominate social media, winning significant share of voice. Our campaign builds Glidden’s prominence on these popular media outlets. Phase 1 focuses on awareness of Glidden on Facebook. We run ads promoting Glidden at Walmart on users’ homepage sidebar, with a direct link to “Like” the Glidden page. From May to July, users that “Like” Glidden’s page are entered into a contest to win $1,000 to Walmart. Phase 2 focuses on engaging users in Phase 1 by incorporating the Glidden App.
Glidden mobile app
Pinterest links it together
Glidden currently has two mobile apps — one for professionals and one for consumers. We recommend a single application with the same design concept as the professional app. Consumers interact with the app by uploading a photo with a Glidden frame emphasizing “who” they want to be. Users upload this photo directly to their Facebook page, automatically tagging Glidden’s Facebook page in the post.
13 | You made it.
We concentrate our efforts on Facebook to build that audience to quadruple within the first month of the campaign. Facebook allows for our target audience to share information with their circle of contacts, engaging more individuals with the Glidden brand.
Pinterest links images to websites and other social media outlets. Brochures, discussed later, and still images of the YouTube DIY project videos are uploaded to Glidden’s Pinterest account and linked to Glidden’s website.
Sidenote … We make a strategic decision to avoid Twitter and Instagram. Twitter has proven not to be effective for advertising because it only has a click through rate (CTR) of 0.11%.16 For Instagram, filters that manipulate a photograph’s color are problematic to the campaign.
Other digital and out-of-home Search engine optimization improves online visibility
Pandora radio reaches them everywhere
When searching the term “paint” on Google, Glidden appears at the bottom of the first page. Research shows that only 11% of users read past the third result.17 We design a search engine optimization (SEO) strategy to move Glidden to the top of the Google results page to drive traffic to the website. Using Google AdWords, the link reaches 4,500 potential customers at the top of the search page every month (a 20% increase over the prior year’s monthly average of unique visitors). By using this SEO strategy, we will have 180,000 impressions per month, increasing Glidden’s legitimacy online as a brand.
Pandora is the most popular pure-play Internet option. According to Pandora, the average age of their listeners is 31. Forty-five percent of their listeners are females.13 Nearly half (45%) of “streamies” listen to some extent, with 3 in 10 listening once a week or more.18 Our 30-second spot ends with the opportunity to link to the Glidden.com landing page with the DIY videos.
Display & retargeting networks deliver impressions To cover a broad section of our target demographic that reads blogs, we implement digital displays. We use Double Click/Performics, a top online media network that’s part of Google. The campaign delivers 30 million impressions per month on blogs and niche websites, bringing our desired audience to Glidden’s website and social media outlets.
We chose not to buy time on terrestrial radio due to its predominantly male listener demographic.19 Meanwhile, many automobile manufacturers offer Pandora in current model lineups.
Billboards reach the audience on the go We buy outdoor advertising within a 5-mile radius of Walmart stores in the target cities. Outdoor effectively reaches our active target audience that is always on the go, with 55% traveling around 23,000 miles annually.20
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In-store From the moment customers walk into the targeted Walmart stores — and even before they enter — our campaign tells them Glidden is made easy at Walmart.
Center aisle displays attract attention At the front of the stores, engaging center aisle displays showcase Glidden Brilliance paint cans to call attention to the product and direct customers to the paint department.
Paint aisle lights alert associates Alert lights in paint aisles notify store associates that a customer needs assistance with mixing paint or general questions about paint projects.
Shelf talkers cross-promote Shelf talkers in the furniture, bedding and home goods departments show our current Walmart shoppers where to find Glidden paint.
Pop-up rooms create buzz Placed outside the store with the highest customer traffic in each target city, the pop-up rooms feature two rooms. The smaller room is “before Glidden” (dull colors and chipped furniture). The larger rooms showcase an “after Glidden” effect, showing how just a few simple touches with Glidden products transform any place into where you want to be. The pop-up rooms are displayed two weeks in June. On the weekends of the displays, Glidden representatives hand out reusable bags, complete with Glidden promotional products.
Brochures simplify the process Brochures featuring products sold at Walmart are displayed in the paint department. These brochures help match paint colors to products, and products to paint colors for Walmart customers to find all their redecoration and DIY needs in store, complete with check lists of supplies for different projects. They are uploaded to the Glidden website, Facebook page, and Pinterest account for easy accessibility on the go.
Grab-N-Go comes in quart-sized cans Glidden does not currently offer the Grab-N-Go products line in the quart-sized cans. We recommend that Glidden develop quart-sized Grab-N-Go cans and place them in the craft section at Walmart to reach Walmart craft customers.
15 | You made it.
Community outreach and PR + Corporate partnership impacts the community We recommend that Glidden partner with Rebuilding Together, a non-profit organization that makes critical repairs and cosmetic enhancements for homeowners in need and at community centers; the work is performed by volunteers and at no cost to service recipients.21 A $235,000 contribution earns Glidden a National Corporate Sponsorship, placing Glidden side by side with other prominent sponsors, including the MLB All-Star Game, NBA Cares, The Safeway Foundation, Meredith, HGTV and DIY Networks, and On The House Media. More than 200 non-profits are affiliated with Rebuilding Together; the organization brings 200,000 volunteers to complete over 10,000 projects each year, providing valuable exposure for Glidden. The partnership includes an employee volunteerism component, integrating into Walmart’s existing program. Employee volunteers “made it” for the community with Glidden paint through Rebuilding Together. We partner with Walmart to highlight the Rebuilding Together sponsorship and their volunteers on foundation.walmart.com/ourvolunteers. Employees receive hands-on experience with the product, so they will be more likely to recommend it. For every project an employee participates in, the employee is entered to win a $10,000 Glidden room makeover.
Renovations refresh small businesses Glidden sponsors a paint renovation project for a small business within a 5-mile radius of each of the stores in the target cities. A plaque that recognizes Glidden at Walmart is placed inside the refreshing new business. This generates exposure for Glidden outside of Walmart by helping small businesses to create a place where they want to be.
Employee engagement motivates Employee engagement is important to the success of any campaign. Incentives motivate employees to improve sales while they learn more about the Glidden brand at Walmart. During each month of the campaign in each of the target cities, the top-selling Walmart employee of Glidden Brilliance at each store is entered in a raffle to win a $1,000 prize.
Public relations transmits the message Awareness will be centered on Walmart employees telling their story of donating time to Rebuilding Together and the Glidden-sponsored small business paint renovation projects. We distribute media kits to key members of the local media in each of the target cities. Media kits include a digital file (containing a press release about the partnership with Rebuilding Together, pictures of Glidden products at Walmart, Rebuilding Together projects, and a Glidden fact sheet), a measuring tape, a Glidden reusable bag, a “Glidden Made Easy at Walmart” t-shirt, and samples of Glidden paint.
Glidden impacts the community with its products and raises awareness among employees through volunteerism. Glidden Brilliance paint can lids promote the sponsorship of Rebuilding Together. You made it. | 16
Media schedule
CATEGORY
Y MA
JU
N
JU
L
AU
G
Y MA
P SE
Broadcast
Employee Engagement
Cable Spots on E!
Employee Relations
Cable Spots on Bravo
Outdoor
Cable Spots on Lifetime
Billboards
Cable Spots on ABC Family
Public Relations
Cable Spots on TLC
Press kits
Corporate Sponsorship
Earned Media Coverage
Donation to Rebuilding Together
Small Business Renovation
Employee Engagement
Print - Magazine
Renovate Room
Better Homes & Gardens Real Simple
Internet DoubleClick/Performics
O Magazine
SEO (.40 per click)
Parenting
Website
Promotional
Facebook Ads
Pamphlets
Promotion Video
Pop-up Rooms
Facebook Gift card
Gift bags
Pandora
ON Mobile Application
17 | You made it.
OFF
JU
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JU
L
AU
G
P SE
Media budget CATEGORY Broadcast Cable Spot Corporate Sponsorships Rebuilding Together partnership Creative Production Costs Design and Production Employee Engagement Renovate Room Sales Incentive Internet Facebook Ads DoubleClick SEO (.40 per click) Facebook Gift Card Pandora Outdoor Billboards Public Relations Small Business Renovation Earned Media Coverage
MAY
JUN
JUL
AUG
SEP
MONTH 1
MONTH 2
MONTH 3
MONTH 4
MONTH 5
$602,645
$602,645
$602,645
$602,645
$602,645
ANNUAL TOTAL
$3,013,225
$235,000
$235,000
$450,000
$450,000 $130,000
$130,000
$1,000
$1,000
$1,000
$1,000
$1,000
$5,000
$65,000 $50,000 $18,500
$65,000 $50,000 $18,500
$65,000 $50,000 $18,500
$65,000 $50,000 $18,500
$120,000
$120,000
$65,000 $50,000 $18,500 $1,000 $120,000
$120,000
$120,000
$325,000 $250,000 $92,500 $1,000 $600,000
$40,652
$40,652
$40,652
$40,652
$40,652
$203,260
$100,000
$100,000
$100,000
$100,000
$500,000
$526,640
$1,396,470
$784,000 $100,000
$784,000
Print Better Homes & Gardens
$526,640
Real Simple
$343,190 $120,800
$120,800
O Magazine
$157,610
Parenting
$176,360
$157,610 $176,360
$176,360
$176,360
Contingency As Required
$241,600 $157,610
$472,830
$176,360
$881,800
$250,000 MAY
JUN
JUL
AUG
SEP
TOTAL
TOTAL
TOTAL
TOTAL
TOTAL
$3,327,407
$1,294,957
$1,675,957
$1,294,957
$2,238,407
$250,000 ANNUAL TOTAL $9,831,685
You made it. | 18
Evaluation and contingencies Campaign evaluation
We met our goals by:
We set an overall objective to increase awareness and consideration of Glidden at Walmart.
Finding a focal point where all three segments of the target audience intersect.
Glidden’s current awareness at Walmart is 66%
Developing a compelling message and creative approach that lends an emotional dimension to Glidden paint.
Glidden’s current consideration at Walmart is 23%
Making strategic, research-based buys across a wide array of media channels to effectively reach our target audience.
By the end of our campaign, we achieve this objective.
Targeting 13 cities across the U.S. with the highest population of the audience in relation to the largest numbers of Walmart stores.
Glidden’s estimated awareness at Walmart is 76% Glidden’s estimated consideration at Walmart is 33% A total increase of 10 percentage points
Last, we stayed within the budget, spending $9.8 million with 5% as production and 2.5% as contingency.
We set out to increase sales by 40% in the target cities. At the end of the five-month campaign, we predict that sales meet the target goal.
“You Made It” has the flexibility to continue beyond the fivemonth campaign in several ways.
GRP & REACH (TRADITIONAL & ONLINE)
AVG. FREQUENCY 3.9
TRADITIONAL METHOD
REACH
FREQUENCY
GRP
IMPRESSIONS
UNIVERSE
TV
0.9
43
38.8
51, 600, 000
133, 000, 000
Better Homes & Garden
25.7
3
77.1
18, 749, 000
73, 000, 000
O Magazine
10.4
3
31.2
7, 600, 000
73, 000, 000
Parenting
9.5
5
47.6
6, 954, 000
73, 000, 000
Real Simple
6.6
2
13.2
4, 560, 000
69, 000, 000
Outdoor
0.0
0
69.3
33, 975, 000
49, 000, 000
TOTAL
53.1
277.3
89, 463, 000
Corporate partnership extension: Maintain Glidden’s partnership with Rebuilding Together, allowing the relationship between the organization, other corporate sponsors and Glidden to grow. Geographic expansion: Expand beyond the 13 target cities to a national campaign. Timing extension: Extend the campaign beyond the initial five-month May – September schedule.
ONLINE METHOD
PROJECTED REACH
CTR
GRP
IMPRESSIONS
UNIVERSE
DoubleClick
90, 000
0.09
448.75
100, 000, 000
22, 284, 000 4, 500, 000
Pandora
180, 000
3
133.33
6, 000, 000
40, 625
0.05
994.23
81, 250, 000
8, 172, 120
Google Adwords
5, 456
3
0.2449
181, 877
74, 280, 000
TOTAL
19 | You made it.
316, 081
1577
187, 431, 877
Glidden, you made it to the place where you want to be.
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You made it. | 20
Our team Rebelation Media is a dedicated group of professional individuals. Their team is currently immersed in an industry that is beyond innovative and always pushing to the edge.
Brianna-Jayde Anderson: Project Director Rebecca Koonce: Director of Account Services
Kayla Agnello: Director of Media
Lisa Coruzzi: Creative Director
Amanda Lovelady
Alexis Rosa
Ana Klein
Chelsea Hancock
Ashley McNair
Asmeret Gebretekle
Domenica D’Anna
Brianna-Jayde Anderson
Gabriel Lapuz
Hayley Sparre
Brittany Warden
Haley Sansom
Nirvana Hopkins
Erika Zapanta
James Baptista
Melissa Tuvell
George Machado
Josh Heinen
Peter Suh
Lisa Green
Kathy Banez
Samantha Falco
Luisiana Paula
Kelsey Fraga
Taylor Rozich
Melissa Jeffries
Kristina Guerrero
Tela Lovado
Rocio Rincon
Mariah Armknecht
Tara Woodall
Natasha Roque Nicole Bovasso Sara Geary William Moore
Dan Stout, Ph.D. – Director, Hank Greenspun School of Journalism and Media Studies Kathy Callahan, Ph.D. and Dan Schott, B.A. – Faculty Advisors