RESEARCH 1

1 RESEARCH

1 INDEX1-8 RESEARCH

1 Executive Summary2 Research Overview and Objectives3 Target Summary4 Blind Paint Test5 Store Benefits Experiment6 Competitive Analysis7 Brand Perception Continuum Test8 SWOT Analysis8 Big Idea

Although 66% of DIYers are aware of Walmart as a paint-buying option, this number pales in comparison to the 93% in home improvement stores. We approached this challenge from every angle, examining the Glidden brand, the Walmart store, and the experience created when the two are combined. We arrived at a solution that combines bold, attention-getting executions with innovative in-store changes that extend our message well beyond the five-month campaign period. These efforts will garner massive amounts of free PR and social media exposure, stretching the budget even further.

Our insight-driven research combined with an unconventional creative approach makes for a spot-on, impactful campaign that drives Walmart shoppers into the paint aisle – increasing awareness, consideration, and most importantly, sales.

{ }EXECUTIVE SUMMARY By partnering with Walmart, the largest retail outlet in the

world, Glidden has seized an enormous opportunity – quite literally. Walmart’s customer base is as huge as its stores, presenting Glidden with a substantial opportunity, but at the same time, many significant obstacles to overcome – starting with awareness.

9-16 CREATIVE

17-20 MEDIA

9 Big Splash11 Paint Section13 Permanent Signage14 Timely Touch-Ups15 Social Media16 Mobile App16 Print

17 Strategy18 Media Plan19 Schedule19 Concept Testing20 Campaign Evaluation20 Citations

RESEARCH 2

RESEARCH OVERVIEW & OBJECTIVESTHE CHALLENGEHelp build awareness and consideration for the Glidden paint brand within US Walmart stores by developing an integrated and multi-platform marketing effort for three different target segments.In order to tackle this challenge we began by examinig the target, the brand, and the paint-buying experience.

THE TARGETWith three unique segments – all in different life stages and all with varying levels of painting experience – we needed to develop a better understanding of these Walmart DIY shoppers: who they are, how they shop, and what they need when it comes to painting.

GLIDDEN AT WALMARTWe know our target regularly shops at Walmart for their groceries, their cleaning supplies, and other household items. Yet, when they need to buy paint, they go elsewhere. We needed to uncover what’s drawing them out of the store when it comes to paint buying and how to grab their attention to leverage the biggest advantage we have -- they’re already there!

THE EXPERIENCEWe had to analyze Glidden’s role within Walmart to understand how that relationship offers a specific advantage for DIY shoppers that cannot be found elsewhere.

SURVEYS COMPLETED

FOCUSGROUPS1,208 10

IN-DEPTH INTERVIEWS 107

ETHNOGRAPHIC MAPPING

OBSERVATIONS 183

WALMART STORES VISITED 54

BLIND PAINT TEST

PARTICIPANTS 61

COMPETITOR IN-STORE

INTERCEPTS 19SECONDARY

RESEARCH ARTICLES 289

STATES VISITED 14

PAINTPERCEPTION

PARTICIPANTS 68

SECRET-SHOPPING TRIPS 91

TOTAL RESEARCH

IMPRESSIONS 1,849

ARTS & CRAFTS FESTIVALS VISITED 8 STORE BENEFITS

PARTICIPANTS 68

3 RESEARCH

After analyzing our in-depth interviews, focus groups, and surveys, we set out to gain a better understanding of how each segment within our target approaches their DIY projects and, more importantly, how they shop for what they need. From the college graduate in her first apartment, to the teacher doubling as a housewife, all the way to the recent retiree, our three segments all have one thing in common: DIY projects are an outlet for their creativity. If they are going to invest the time, they want the results to match their expectations perfectly. They are proud DIYers, and as such, part of the creative fun for them means shopping around for exactly what they want. They prefer to patronize multiple stores, and once they have an idea for a room, they are eager to see it through to completion. The strongest bond shared by these Walmart DIY shoppers, however, is their pursuit of the bottom line. They want affordability without sacrificing quality and efficiency without renouncing their resourcefulness. After uncovering this shared desire, we realized that each segment of our target looks for a streamlined and simplistic paint-purchasing process that stimulates, rather than jeopardizes, their creative independence.  

THE TARGET {SEGMENT 1: MAKE IT MY OWN} Jenny just graduated from college and is moving into a new apartment. She is eager to make her new place her own, but lack of painting experience holds her back. But even though confidence in her painting abilities is low, she is comfortable planning and creating her projects based on her distinct style – finding inspiration on social media networks, such as Pinterest, as well as her favorite items.

“I like the idea of painting more than I actually like [doing] it.”

JENNY, AGE 22

{SEGMENT 2: FAMILY FOCUSED} Laura is married with two children. As a busy, budget-savvy mom, she enjoys DIY projects because they are inexpensive and give her a chance to change things up and express her creativity. She finds most of her inspiration in magazines and on Pinterest. Color choice inspires and dictates her home décor accents.

“[DIY projects] save money... it’s fun to start a project and say ‘I did it’.”

LAURA, AGE 36

{SEGMENT 3: ROUTINE MAINTENANCE AND DÉCOR} Michelle is recently retired with her husband and has a lot of free time on her hands. She strongly prefers buying paint in hardware stores or specialty shops because it’s what she knows. Having painted rooms in the past, she understands what goes into the process. She wants her home to be inviting, warm, and approachable, and while she makes most of the decorating decisions, her husband tends to be more involved in the painting process. Their projects are focused primarily on maintenance and room revitalization.

“Yes, I am a DIYer with the help of my husband, because it saves money and…yeah that’s probably the reason: It saves money.”

MICHELLE, AGE 63

RESEARCH 4

We conducted an experiment in which we removed the labels of two identical cans of Glidden Brilliance paint—both purchased at Walmart—and replaced them with the letters A and B. We told 61 participants that Paint A was sold at Walmart and Paint B was sold at Home Depot, Walmart’s largest competitor when it comes to paint sales1. After allowing each participant to test the two samples, we asked them which paint they felt was of better quality.

Contrary to our expectations, our experiment revealed that the store name had no significant influence on the target’s perception of the paint quality. Surprisingly, 56% actually preferred the paint labeled Walmart, while 42% preferred the one labeled Home Depot. Furthermore, 2% of participants did not notice any difference between the two options.

While our Blind Paint Test results showed us that the Walmart brand name has no effect on the perceived quality of the paint, we knew a bigger problem still existed. Even once aware of the fact that Walmart sells paint, the majority of people still prefer competing stores when it comes to actual purchases. So if it isn’t an issue of quality, we needed to find out what is really causing the steep decline from awareness to consideration.

Since 66% of DIYers are already aware of Walmart as a paint retailer, we first needed to find out what was discouraging them from choosing Walmart when it comes to paint buying. As a store that has a strong focus on savings and value, as opposed to a specialization in home improvement, we had a hunch that the Walmart brand name was affecting the perceived quality of the paint sold within the store. We decided to put this hypothesis to the test.

THE WALMART

STORE { }BLIND PAINT

5 RESEARCH

To answer this question, we crafted an experiment designed to gauge our target’s knowledge of the paint-related benefits offered by Walmart and its key competitors, Home Depot and Lowe’s3 - 6. We created a chart with a list of benefits and asked participants to mark which stores they believed offered each one. As expected, most were not able to correctly identify which benefits Walmart actually offers. After revealing the benefits offered by Walmart versus its competitors, 61% of participants said they would consider buying paint at Walmart, compared to only 36% prior to the experiment -- a 41% increase in consideration.

Through secondary research and in-store investigations, we uncovered various paint-buying benefits offered at Walmart that cannot be found at competing stores1-2. Since these benefits are hidden in the paint aisle, and not displayed prominently, the average shopper has no idea they exist. In fact, even after conducting 91 secret shopping trips in 14 different states, we were still unaware of these benefits. It took secondary research and additional observations to uncover these compelling reasons for buying paint at Walmart. We began to wonder: Would knowing about these benefits convince shoppers to consider Walmart as an option for purchasing paint?

THE WALMART STORE BENEFITS

EXPERIMENT

PERCEPTION

After conducting our benefits experiment, we finally discovered what was causing this steep decline from

awareness to consideration: A lack of knowledge. After people were aware of the unique in-store benefits offered at Walmart, they were almost twice as likely to consider buying paint there.

AFTER

REALITY

STORE

BEFORE

RESEARCH 6

HOME DEPOT“The comfort that I

have going to Home Depot is that in talking

to someone in the paint department,

you get someone who has done painting,

or somebody who is knowledgeable about

the product line.” - Segment 3, age 57

COMPETITIVE LANDSCAPE

WALMART“They need to change the overall experience of buying paint. I do not want to have to search for someone

to help me.” - Segment 2, age 34

LOWES“The Lowe’s staff seemed to go the

extra mile... answering questions and taking the time

to educate us... and anticipating

additional needs.” Segment 2, age 34

FREQUENTLY ASKEDQUESTIONS

Observations at competing stores uncovered a key insight: The paint-buying process is easier and more comfortable when knowledgeable staff are there to assist customers and answer questions such as the ones below:

What is the difference between semi-gloss and gloss paint?

How much paint will I need to complete my project?

How are roller fill textures different?

What type of paint can be washed off?

How do I repair any imperfections in the wall prior to beginning a paint job?

What are the different brush types and what is the purpose of each?

When do I have to prime walls before painting?

For a bold color, how do I pair it with another color to help neutralize it without spending too much or hiring extra help?

COMPETITIVE ANALYSISOur next step was to uncover how, exactly, we would drive shoppers to the paint aisle once we got them to consider Walmart in the first place. The participants who were not swayed by our In-Store Benefits Experiment stated that the lack of customer service at Walmart was the main deterrent. To further investigate this problem, we revisited 54 Walmart stores and 19 competing retailers to determine first-hand what our competition offers that Walmart does not. Our findings revealed that Walmart’s lack of knowledgeable staff, disorganized paint displays, and seemingly complicated paint-buying process are driving customers out of Walmart and into competing stores.

7 RESEARCH

Since Walmart is the only store that offers a full selection of home décor items in addition to paint, our initial instinct led us to assume that the best strategy would be promoting Glidden at Walmart as a one-stop, paint-to-pillows destination for room redecoration.

We did an ethnographic mapping study to test whether or not this approach would resonate with our target, observing shopping patterns and noting how consumers move through the Walmart store. We also conducted 1,208 surveys, 10 focus groups, and 107 in-depth interviews to gain a clearer understanding. All four research methods led us to the same conclusion: Our creative, DIY target prefers to shop around when they decorate a room. For them, decorating is not about a one-stop-shopping experience. Rather, it is a process in which they like to find just the right pieces from several different stores.

WHY NOONE-STOP SHOP?

“It’s not your

style if you get everything at

one place.” - Segment 1,

age 22

“Don’t buy a chair

just for a chair – buy the right chair.”

- Segment 3,age 61

THE BRAND (GLIDDEN AT WALMART)We now knew we needed to educate shoppers about the in-store paint benefits to get them to consider Walmart as a viable option for buying paint and, ultimately, move them into the aisle. We also knew that we needed to do something fresh with the paint aisle itself to innovate the paint-buying experience. So our final question became: How do we get DIY shoppers to purchase Glidden paint, specifically, once we get them into the paint aisle? We began by testing our target’s existing attitude towards Glidden compared to competing paint brands.

BRAND PERCEPTION CONTINUUM TESTTo see how our target perceived the Glidden brand and its six main competitors, we created a Brand Perception Continuum scale, ranging from -5 to +5. We asked 68 members of our target to place Glidden, along with the competing paint brands, on our continuum to measure their perception of each. To see how participants would rate Glidden against a paint that does not even exist, we also included a fictional paint brand and asked participants to rank it on our continuum. On average, Glidden received a score of 0.87, and the fictional brand received an average rating of 0.55, only 0.32 away from Glidden. In contrast, key competitors such as Benjamin Moore, Sherwin-Williams, and Behr received average scores of 4.4, 4.1, 3.8 respectively. These results showed us that our target really doesn’t know much about who Glidden is and what the brand represents.

{ }

“If I’m decorating a room,

I would definitely consider buying

one or two things at Walmart, but not

everything in the room. I like to shop

around at different places looking for

just the right pieces and accessories to

make the room unique to my style,

within my budget.”

- Segment 2, age 44

RESEARCH 8

SWOT ANALYSIS

STRENGTHS• Affordable

• Product category innovator

• National brand name with a DIY personality

OPPORTUNITIES• Exclusive partnership with

nation’s #1 retail store • Our target is looking for affordable DIY solutions.

• Neutral brand perception

THREATS• Home Depot is a

trusted paint store.

• Difficult to differentiate product offerings

• Walmart is not considered a paint store.

• Walmart is associated with carrying generic brands.

WEAKNESSES• Lack of brand awareness

• Lack of brand exposure at Walmart

• People don’t expect variety or quality from

paint at Walmart.

• Lack of customer service from Walmart

employees

We realize that in order to stand out in a superstore, we need to do something big. Something that our target can’t ignore. Something that shows them that the paint they need has been right where they’ve been shopping all along. With an innovative, fun, and simplistic personality, the Glidden brand is the perfect paint for our target DIYers, meeting their quality expectations while simultaneously satisfying their budgetary needs. However, this message is getting diluted and, in some cases, completely lost in the enormity of Walmart. All the unique benefits offered by Glidden at Walmart do nothing to help the brand if our target doesn’t know about them3-4.

Before Glidden can start breaking down the barriers surrounding consideration and purchase, they first have to combat the massive lack of knowledge and awareness surrounding their brand. By engaging shoppers in a fun and surprising way, Glidden makes its presence known inside Walmart stores, setting the stage for a campaign that not only conveys a strong brand message, but also drives home the unique fact that Walmart DIY shoppers can get exactly what they’re currently leaving the store to purchase, only steps away.

THE BIG IDEA

THE PERCEPTION PROBLEMEven once shoppers are in the paint aisle, Glidden is not doing anything to influence their brand preference or purchase decisions, which explains the dramatic drop from consideration to purchase. If we let our target know who Glidden is and how they can help DIYers with their project needs, we will close the gap between consideration and purchase, and ultimately get members of our target to leave the store with a can of Glidden Brilliance paint in their shopping carts.

9 CREATIVE

WOMAN: My Glidden DIY makeover was room-changing. I’m so happy with what I was able to do.INTERVIEWER: How did you win it?WOMAN: How? (Takes a sip of tea.)

BIG SPLASHOur campaign will kick off in a grand fashion with Glidden creating a festival-like atmosphere and hosting a giant game of Hot & Cold at 12 Walmart stores throughout the country. We will contact the press and release a media kit to create buzz leading up to the event. (1) A teaser spot will run one week prior on cable and on Glidden’s YouTube channel to entice shoppers to come in and participate. (2)

As shoppers arrive on event day, they will encounter food trucks, a live DJ, and face-painting activities in the parking lot, along with DIY project demos using Glidden paint. (3) These demos will serve as the launch for Glidden’s new Timely Touch-Ups that will continue throughout our campaign. Signage in the parking lot will draw customers inside, where they will discover an even bigger event taking place.

Upon entering the store, customers will be bombarded with color and in-store decorations

that will aid them on a hunt as they move through the store. A stand that holds our first clue chip will be placed near the store entrance, inviting customers to join the hunt to find five $100 gift cards in the form of Golden Paint Chips. (4,5) By collecting the clue chips as they shop throughout the store, customers are able to engage with the brand and have some fun while they’re at it.

Each clue contains a hint directing customers towards the paint aisle, where Glidden has hidden the prizes. The color of the clues range from blue (6a) to orange (6b) to red (6c), signifying how hot (close) or cold (far away) they are from the prize. Customers find red clue chips in areas that are more closely related to paint, such as the home décor section (7), and cold clues in areas like the grocery aisles. Whether customers choose to participate in the game or just continue with their normal shopping trip, they can still engage with the brand by collecting

clues that are redeemable for 10% off of their next Glidden purchase. In sections of the store where there is lower traffic, clues in the form of signs will hang from the ceiling to make sure we are reaching shoppers in all parts of the store. (8a,8b)

Vinyl floor stickers, using the same blue-to-red spectrum as our clue chips, lead customers from each clue to their ultimate goal: the paint section. Upon entering the paint section, customers will be surrounded by the color red along with signs letting them know they are extremely hot. (9) Participants in the game will scavenge the paint aisle for the hidden prizes, turning over cans, taking items off of shelves, and overall, making a big mess in the process.

WOMAN: Let’s just say I got lucky.

1

2

10CREATIVE

{ }We anticipate that this unprecedented event will create buzz from multiple media outlets, including Advertising Age and Creativity-Online (10), as well as local news outlets, resulting in tons of free exposure for our campaign. This earned media allows us to make a huge impression at the beginning of our campaign that stretches our limited budget beyond what it could accomplish traditionally.

CAMPAIGN EXTENSIONS

9

3 4

5 6a 6b 6c

7 8a

10

8b

11 CREATIVE

PAINT SECTIONOur research told us that the paint aisle in Walmart is being overlooked, so the mess made in the paint aisle during our Hot & Cold game will give Glidden the perfect opportunity to redesign the entire section overnight.

Following our kick-off event, a second teaser video (1) will be posted on Glidden’s YouTube channel and promoted on social media to build curiosity around the redesign of Walmart’s paint section.

Our secret-shopping experiments revealed that the few members of our target who do buy paint at Walmart find it to be a frustrating and confusing experience. And to make matters worse, Walmart employees tend to offer little, if any, help to those paint shoppers who need it.

Through a full-scale redesign, Glidden gives the Walmart paint section the colorful presence it needs to stand out in a giant superstore. And to combat the confusion and uncertainty that our target experiences in the current paint aisle, we split up the paint section into five color-coded parts: green for inspiration, red for color, blue for sheen, yellow for brushes, and orange for rollers. (2a, 2b)

Educational materials in each color-coded section help answer customers’ questions and get them more comfortable going through the paint-shopping process themselves. (2c, 2d, 2e, 2f) By streamlining the paint-buying process, we give DIYers in our target the ability to make decisions on their own and diminish their reliance on Walmart employees when seeking answers to their questions. Everything implemented in the redesigned paint aisle answers shoppers’ questions before they even ask them.

At each touchpoint of the paint section, consumers can also collect Tip Chips to help them complete their project once they get home with their materials. (3) The Tip Chips contain more educational information, ranging from how to clean your brushes and rollers to ways you can keep your painted walls looking fresh. Customers can collect their favorite Tip Chips and paint chips on their Glidden Project Rings, which serve as their go-to DIY tool for keeping these helpful reference items all in one place.

To help further reduce reliance on Walmart employees, a tablet is placed on a display stand at the entrance of the paint aisle, giving our target the ability to input their paint order digitally. Upon placing an order for mixed paint, a message will immediately be sent to a Walmart employee with the details of the order and an estimated pick-up time. Customers can enter their cell phone number at the end of the order to receive a text message when their paint is ready to be picked up. This way, they can continue their shopping while their paint is being mixed, rather than having to stand and wait for it. Customers also can use the tablet to access their saved projects and input an order through My Colortopia, a Glidden-sponsored website featuring a project wizard and tips from influential DIY bloggers.

“What Goes Down Must Come Up.”

Every element of our redesigned paint section will live on post-campaign. Tip Cards and Glidden Project Rings will need to be replenished when necessary. { }CAMPAIGN EXTENSIONS

1

12CREATIVE

2a

2e

2b

2c 2d

4

3

2f

13 CREATIVE

PERMANENTSIGNAGE

Along with Walmart’s revamped paint section, in-store signage will be unveiled after our event that will live on for the duration of the campaign and beyond. Since our research revealed that Walmart customers are not interested in one-stop shopping for room redecoration, these signs allow us to reach our target no matter where they are in the store. The fun, friendly copy on each sign was crafted to highlight a unique benefit of buying Glidden at Walmart while being contextually relevant to the department in which the sign lives. Paint chip stands will be placed in departments featuring Glidden’s top 10 palettes related to items in that department.

In-store signage will remain visible past the five-month campaign period at no extra cost.{ }CAMPAIGN EXTENSIONS

14CREATIVE

As part of our paint section overhaul, Glidden will sponsor a Timely Touch-Ups demo every other Saturday. (1a, 1b, 1c) Each project demonstration lasts a maximum of 20 minutes, allowing customers to stop by casually on their shopping trips. (2) At each demo, participants receive a take-away card to add to their Glidden Project Rings. (3) Each card gives a step-by-step recap of the demo, along with a materials list and coupon for discounts on the materials used. Videos of each project demo will be uploaded to Glidden’s YouTube channel the day after each event, which will be promoted through Glidden’s Facebook and Twitter pages. (4) Glidden will encourage Facebook and Twitter users to record themselves doing each project and to upload their videos.

By using Pinterest to choose the project topics, we allow our shoppers to get involved in the process and have their say in which projects will be demonstrated at future events. (5) The more interested they are in the project itself, the more likely they are to participate in the store.

Here’s how it works:

Each of the seven bloggers from Glidden’s My Colortopia website will create and post ideas for small DIY projects, using Glidden paint, as well as on Glidden’s Timely Touch-Ups Pinterest board. Users can cast their vote for the project they want to see by repinning their favorite pictures. The project with the most repins will be the project chosen for the next in-store demo. This not only helps drive in-store traffic to demos, but also drives more traffic on My Colortopia and the Glidden Pinterest page.

TIMELY TOUCH-UPS

If the budget does not allow for continuing the in-store demos, bloggers will continue posting their project ideas on Pinterest. Online videos of Glidden’s Timely Touch-Ups will remain accessible on Glidden’s YouTube channel.{ }CAMPAIGN EXTENSIONS

2 41a

5

1c

3

1b

15 CREATIVE

Create a “Glidden PIY to DIY” Pinterest Board

Search My Colortopia for first inspiration pin

Pin other elements of your dream room from anywhere on the web

One lucky participant will win a DIY Makeover from Glidden at Walmart

SOCIAL MEDIA In addition to our Timely Touch-Ups voting, we also use Pinterest to invite users to participate in our Pin It Yourself (PIY) Room Redesign Contest. (1) Participants will begin the contest by creating their own board called “My PIY to DIY,” to which they will start by pinning one picture from My Colortopia. (2) They are then instructed to pin pictures of all the different pieces they would want in their dream room, such as colors, furniture, and home décor items. Glidden will handpick the three most creative pin boards and award each of those participants with $500 to go towards purchasing the items they’ve pinned. (3) Web banners will be utilized to drive traffic to the contest from websites such as Walmart.com, HGTV.com and BHG.com. (4)

We also created a new board on Glidden’s Pinterest page to give the My Colortopia bloggers a place to showcase their finished projects and provide helpful tips and advice.

Facebook and Twitter will be used to announce the PIY to DIY game and drive traffic to Glidden’s Pinterest page. Schedules for

Timely Touch-Ups also will be posted on these platforms.

We will further engage Facebook users with Glidden’s “Mom and Me” Contest. Five Walmart Moms, DIY bloggers on Walmart’s website, will create fun projects to do with their children using Glidden paint. Each week, a Walmart Mom will post a project on their blog and Facebook page. The Walmart Moms ask their followers to complete the same project with their children and post a picture of the finished product on Glidden’s Facebook page. Each week, a $25 gift card will be rewarded to the participant whose photo receives the most “Likes”. The winner’s photo will also be featured as Glidden’s Cover Photo for the duration of the following week. (5)

Glidden’s new Pinterest boards featuring My Colortopia bloggers and Walmart Moms will remain active past the five-month campaign.{ }CAMPAIGN

EXTENSIONS

3

2

1

4

5

16CREATIVE

Redesigning the Glidden On-The-Go app provides users with a simplified, better-organized, and user-friendly interface. By adding the project wizard from My Colortopia, Glidden gives users the ability to easily pick out paint colors and supplies according to their specific project, even when they’re on-the-go.

PRINT

MOBILE

Our print executions were created with thoughtful attention to detail, each tailored to specifically engage one of our three target segments. Our ads pay tribute to the unique insights we discovered about each individual segment within each group – why they paint and how they shop. Since our research revealed that shoppers are almost twice as likely to consider buying their Glidden at Walmart once they were aware of the unique in-store benefits, we made sure those benefits were clearly communicated in all of our print executions.

APP

Magazine readers will continue to be exposed to the benefits of buying Glidden at Walmart.{ }CAMPAIGN EXTENSIONS

17 MEDIA STRATEGY

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MEDIA STRATEGYOur carefully targeted media plan will reach Walmart DIY shoppers using the media they interact with the most. In-store signage, promotional materials, and events will comprise the majority of our campaign budget. In addition, we will reach each segment of our target through digital and traditional media. Select cable spots will launch the campaign. Social media will then extend the Walmart shoppers’

Glidden experience beyond the store and into their personal lives. The combination of digital and print advertising will allow the campaign to enter the targets’ homes and interact with them in the places where they find their decorating and painting inspiration.

During the five-month campaign, approximately 98.5% of the target market will be exposed

to one or more of our print, cable television, digital, web-based advertising, or social media executions. But more importantly, they will be exposed to our in-store promotion at multiple touchpoints every time they enter a Walmart store. We also estimate that our Big Splash and in-store promotions will generate over $2 million in earned media coverage.

Miami,FL

Chicago,IL

Knoxville,TN

Dallas, TX

San Jose,CA

Seattle, WA

San Diego,CA

Philadelphia, PA

San Antonio, TX

Jacksonville,FL

Atlanta, GA

Houston, TX

HOT & COLD GAME LOCATIONSEach city was chosen based on metropolitan areas that have the highest population of people aged 18 - 64.7, 8, 9

These cities were then cross-referenced with cities more heavily populated with DIYers. Each of the cities will garner tremendous earned media due to their proximity to large news stations, magazines, and newspapers.

18MEDIA STRATEGY

MEDIA PLANPAID MEDIACABLE/DIGITAL LAUNCHThirty-second cable spots on HGTV (Ages 25 - 54), ABC Family (Ages18 - 64), and the Food Network (Ages 25 - 54) will prepare our target for an interactive in-store experience with Glidden, and will specifically speak to our second and third target segments10. The same spots will air on YouTube and Hulu as 30-second ads to reach users watching related videos and programming online.

IN-STORE LAUNCH EVENTWe will kick off the campaign with our Big Splash Hot & Cold event. Executions include filling the store with signage, stickers, and displays. The Big Splash will occur on the first Saturday of the campaign across 12 stores, strategically located in media-saturated cities with large DIY populations. Following the Big Splash, we will redesign the Walmart paint section and place signage throughout each of the 3,500 Walmart stores that will remain in place for the duration of the campaign and beyond.

CAMPAIGN EXTENSIONOnline web banners will live on BHG.com (Ages 45 - 64), HGTV.com (Ages 35 - 65+), DIYNetwork.com (Ages 35 - 65+), and Apartmenttherapy.com (Ages 25 - 34) to ensure that all three segments of Walmart shoppers are being effectively reached and are engaging with the campaign11. In September, to extend the lifespan of our campaign and ensure reach among the women in our target who primarily utilize traditional media for inspiration, we will place ads in HGTV Magazine – one full-page back cover ad and one standard full-page ad.

Magazine advertising will increase the frequency among female Walmart DIYers. Additional print ads will also be featured in Better Homes & Gardens (Ages 35 - 65+), and Parents (Ages 25 - 34) magazines12. These print ads, which also will appear in the tablet versions of the magazines, will ensure that the older members of our target are being reached, as our social media efforts will not reach them as effectively as they will the younger portion of our target.

OWNED MEDIA SOCIAL MEDIATo reach the many members of our target who are active social media users, our campaign relies heavily on users’ sharing on Facebook, Twitter, Pinterest, YouTube, and blogs. My Colortopia has seven bloggers that will post DIY projects to be voted on for the in-store Timely Touch-Ups. They will travel to their local Walmart for the Big Splash as special guests.

WEB BANNERS & E-BLASTSWe will advertise using media banners on Walmart and My Colortopia. Continued press throughout the campaign will include bi-weekly e-mail blasts with information about Timely Touch-Ups.

EARNED MEDIA/PR EFFORTSPRINT & DIGITALWe will disseminate media kits detailing the Big Splash event to print and online news outlets. Due to the likelihood of excitement and high participation surrounding the event, we anticipate media coverage from various publications, including AdWeek,

Advertising Age, USA Today, Newsweek, Washington Post, CNN, ABC News, Huffington Post, Bloomberg, CNBC, Fox Business, and local news sources in the 12 cities in which the Big Splash event will be held.

BROADCASTBecause women in Segment 3 are heavy cable television watchers, we will send our media kit to broadcast stations with high ratings against this target, including Fox News, CNN, and MSNBC10.

SOCIAL MEDIA According to our research, Walmart shoppers of all ages are using Facebook, and the younger shoppers also use Twitter, Pinterest, YouTube and blogs. Therefore, our earned media strategy will utilize each of these channels to expand the reach of our teaser ads, the Big Splash, and the Timely Touch-Ups. Our Pinterest page will house a room makeover contest. We expect that people in our target will share the content, generating even higher earned reach.

The relationships Glidden has with the Walmart Mom bloggers and the My Colortopia bloggers are mutually beneficial. The Pinterest competition will increase awareness of the bloggers’ websites and the bloggers will, in turn, tell their fan base/followers about the campaign. All of our social media sites will gain “Likes”, followers, shares, etc. throughout the duration of our campaign and beyond.

19 MEDIA STRATEGY

MEDIA SCHEDULE & BUDGET

“We would play, and we would win. We have nothing else to do but look for money.” –Segment 3, age 65

The Big Splash was received well by all three segments and is expected to result in high participation.

“If there were more prizes I’d be more likely to go try it because there’s a bigger chance that I could get it.” –Segment 1, age 19

We had originally planned on one $500 Golden Paint Chip; however, we found out that the younger segment was discouraged by a single prize. We took this into account and changed the reward from one $500 prize to five $100 prizes.

“I’m not sure at first glance if I saw that in the food section I would know it was about paint…I might just think they are trying to get me to look at some new spices to buy.” –Segment 2, age 36

After showing them examples of our signage, specifically the mockup sign placed in the grocery aisle, our segments were confused by the ambiguity of the message and association to Glidden. In order to combat this confusion, we slightly reworked the copy and added a paint can to each piece of signage for additional clarification.

“If I know for sure if it is free and at your leisure…If I know I could be shopping and just drop by, I’d be interested.” –Segment 1, age 23

Although our target responded well to the idea of the Timely Touch-Ups, they were hesitant because we did not make clear that it was free, no registration required, and take-home instructions would be provided in addition to video footage released online after it was viewed in store.

CONCEPTTESTINGMay 2014 June 2014 July 2014 August 2014 September 2014 Cost

Cable Television

HGTV $360,000

Food Network $180,000

ABC Family $150,000

Print + Tablet

HGTV Magazine $117,000

Better Homes & Gardens $526,640

Parents Magazine $188,740

Digital

HGTV.com $13,383

bhg.com $3,101

DIYNetwork.com $3,473

Apartmenttherapy.com $4,569

Hulu Video Ads $2,772

YouTube Video Ads $20,000

Big Splash Hot & Cold Event

In-store Signage $286,674

Promotional Materials $53,688

Food & Entertainment $12,000

In-store Promotion

In-store Signage $3,584,000

Paint Section Redesign $3,776,500

Timely Touch-Ups

Equipment & Materials $542,500

Recap Video Production $62,000

Owned Media

Facebook Page $500

Twitter Account N/A

Pinterest Account $1,500

YouTube Channel N/A

Walmart.com N/A

MyColortopia.com N/A

Earned Media - PR Efforts

Media Kits $42,500

Contingency $68,460

TOTAL COST $10,000,000

20MEDIA STRATEGY

CAMPAIGN EVALUATIONThe success of our campaign will be measured using monthly surveys of the DIY Walmart consumers’ awareness and consideration of Glidden paint at Walmart. In addition, we also will monitor the following activity to ensure the continued efficiency of the campaign:

CITATIONS(1) Glidden (2013). Products. [ONLINE] Available at: http://www.glidden.com/collections/walmart-paints.do. [Last Accessed 11 Mar 2013].

(2) Walmart Corporation (2013). Return Policies. [ONLINE] Available at: http://help.walmart.com/app/answers/detail/a_id/9/~/returns-policy-by-department. [Last Accessed 11 Mar 2013].

(3) Glidden(TM) Paint Introduces Its ‘Top 10 Growing Up’ Colors. (2010). PRNewswire. [ONLINE] Available at: http://www.prnewswire.com/news-releases/gliddentm-paint-introduces-its-top-10-growing-up-colors-91601324.html. [Last Accessed Mar 11, 2012].

(4) Walmart (2013). Walmart. [ONLINE] Available at: http://www.walmart.com/. [Last Accessed 11 Mar 2013].

(5) Homedepot (2013). Homedepot. [ONLINE] Available at: http://www.homedepot.com/. [Last Accessed 11 Mar 2013].

(6) Lowe’s (2013). Lowe’s. [ONLINE] Available at: http://www.lowes.com/. [Last Accessed 11 Mar 2013].

(7) U.S. Census (2013). U.S. Census. [ONLINE] Avail-able at: http://www.census.com. [Last Accessed 11 Mar 2013].

(8) GfK Mediamark Research & Intelligence (2013). MRI+. [ONLINE] Available at: http://www.mriplus.com/site/index.aspx?AspxAutoDetectCookieSupport=1. [Last Accessed 12 Mar 2013].

(9) Ad-ology (2013). Advertise Smarter. [ONLINE] Available at: http://www.ad-ology.com. [Last Accessed 11 Mar 2013].

(10) Nielsen Company (2013). Nielsen Research. [ON-LINE] Available at: http://www.nielsen.com/us/en.html. [Last Accessed 11 Mar 2013].

(11) comScore Inc. (2013). comScore Research. [ON-LINE] Available at: http://www.comscore.com. [Last Accessed 11 Mar 2013].

(12) Standard Rate and Data Service (2013). SRDS. [ONLINE] Available at: http://next.srds.com/nmp?new-sess=y. [Last Accessed 11 Mar 2013].

Facebook contest participationPinterest “pins” generatedTwitter “followers” generatedYouTube subscribersUnique visits to MyColortopia.comNew blogger conversations

Glidden sales at WalmartHot & Cold event participationReach of media pickupTimely Touch-Ups participationPinterest contest participationFacebook “likes” generated

We have set aside a $68,460 contingency to allow for adjustments during the campaign as necessary.

Before

After

The MIAMI Collective is a Miami-based advertising and public relations agency. Our team works to connect and relate to target audiences through innovative and effective campaigns. Each memberbrings his/her own talent to the table, creating a wide variety of skills throughout the group. We are young individuals in an “au courrant” city, giving us a unique perspective in this ever-changing industry.

Meryl BlauCreative

Alyse LancasterResearch/Media

Katelyn MurrayStrategy Director

Estefania AguilarAssociate Strategy Director

David AvilesAccount Planner (Qualitative)

Kelsey QuinnAccount Planner (Qualitative)

Julie BowmanAccount Planner (Qualitative & PR)

Krystal AcostaAccount Planner (Qualitative)

Marjorie FigueroaAccount Planner (Survey)

Aaron MartinAccount Planner (Survey)

Jamie SantucciJr. Account Planner (Survey)

Shayla GarciaAccount Planner (Creative)

Amilynn SotoAccount Planner (Creative)

Alexander GarabedianAccount Planner (Creative)

Megan MuettertiesJr. Account Planner (Creative)

Alexis PlairMedia Director, Traditional, Guerilla and Promotional

Khadija AndrewsMedia Director, Interactive, Digital, Mobile, Social

Lexi WhiteCreative Director

Tayler WhiteAssociate Creative Director

Ashley TestaArt Director

Christian NapolitanoJr. Art Director/Film Producer

Jordan LevySr. Copywriter

Carlos MellaSr. Designer

Kelly SmithCopywriter/Photographer

Danny BarryCopywriter

Sean PezzuloCopywriter

Daylin ReyesDesigner

Amanda DiGiammarinoDesigner

Lindsay CeceroJr. Designer

Jonathan FernandezSocial Media Specialist

Maggy Torres-RodriguezFilm Director/Editor

Maria Lopez Drew Blau Kent Lancaster The Napolitano FamilyLaura DurantMelissa Earp