CAM PAI G N MAY 10, 2013
① Industry Overview
② Research & Target Market
AGEN DA
③ Marketing, Advertising & Media Objectives/Strategies ④ Campaign Overview ⑤ Metrics of Success & Final Note
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
COMPETITORS
RESEARCH
40%
10%
10%
10%
INSIGHT No matter what generations they are from, DIY Walmart shoppers want to be a part of a community. They want to be able to learn, inspire and improve while maintaining their individuality‌
TARGET MARKET Main Target Market Focus of DIYers: Millennial and Generation X consumers who shop at Walmart.
•Practical
•Digitally-Savvy •Price Conscious •Value SelfExpression
TARGET PERSONAS
Sara & David
Allison
MARKETING
$10M
10%
MARKET SHARE
ADVERTISING
MEDIA
Frequency:
65%
>3.5
THE CAMPAIGN
“What’s your canvas?”
#WHATSYOURCANVAS
PRINT ADS
52M
35M
DIGITAL ADS
#WHATSYOURCANVAS
5
DIY
•DIY Painting •Cheap Paint •Glidden Paint •Cheap Paint Projects •Easy Paint Projects
SALES PROMOTION
CONTEST
My canvas this summer!
PR/PUBLICITY
PRESS RELEASES
BLOG/FORUM OUTREACH
COMMUNITY SPONSORED EVENT
COMMUNITY SPONSORED EVENT
BUDGET
4% 3%
11% 11% 12%
59%
METRICS OF SUCCESS
1.
2.
3.
10%
4.