glidden campaign presentation 2013
DESCRIPTION
Campaign pitch for Glidden paint, spring 2013.TRANSCRIPT
C A M P A I G N MAY 10, 2013
① Industry Overview
② Research & Target
Market
③Marketing, Advertising
& Media
Objectives/Strategies
④ Campaign Overview
⑤Metrics of Success &
Final Note
AGEN
DA
WEAKNESSES
OPPORTUNITIES
STRENGTHS
THREATS
COMPETITORS
RESEARCH
40% 10%
10% 10%
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…
INSIGHT
•Practical
•Digitally-Savvy
•Price Conscious
•Value Self-
Expression
TARGET MARKET
Main Target
Market Focus
of DIYers:
Millennial and
Generation X
consumers
who shop at
Walmart.
Sara & David
TARGET PERSONAS
Allison
MARKETING
$10M
MARKET
SHARE
10%
ADVERTISING
MEDIA
65% >3.5 Frequency:
THE
CAMPAIGN
“What’s your canvas?”
#WHATSYOURCANVAS
PRINT ADS
52M 35M
DIGITAL ADS
#WHATSYOURCANVAS
5
DIY
•DIY Painting
•Glidden Paint
•Easy Paint Projects
•Cheap Paint
•Cheap Paint Projects
SALES
PROMOTION
CONTEST
My canvas this summer!
PR/PUBLICITY
PRESS
RELEASES
BLOG/FORUM
OUTREACH
COMMUNITY
SPONSORED EVENT
COMMUNITY
SPONSORED EVENT
BUDGET
59%
12%
11%
11%
3% 4%
METRICS OF
SUCCESS
1.
2.
3.
10%
4.