Tabl

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Research

Marketing Strategy

Target Audience

Creative

Public Relations

Social Media

Media Buying

Evaluation

Conclusion

Schedule & Budget

235671315171920

Gateway to the Gallon

DIYers and Their Preferences

Simple Solution Shoppers

Targeting the Right Market

Bold Statement

Small Can Takeover

What Can You Do with a Quart?

When and How

Measuring Success

Gateway to Glidden

Marketing Strategy

2

Red Delicious

We recommend marketing quart-sized, premixed paint in the Glidden Brilliance Collection interior and exterior finishes in the “Top Ten Accent Colors” as defined by Glidden’s website and promotional materials. This strategy is aligned with Glidden’s newly released “Glidden® High Endurance™ Grab-N-Go” premixed gallons.

Give It a TryThis marketing strategy directly connects to the lifestyle habits of Glidden’s target markets, because they shop at Walmart and are interested in taking on small DIY projects. Offering premixed quarts allows them to try Glidden paint without making a large purchase.

Our strategy makes quarts a gateway to the gallon. Once the target audiences see the powerful change a small amount of paint makes in their lives, they will feel more confident purchasing Glidden at Walmart for their gallon-sized projects.

Building TrustGlidden’s target markets want paint department employees with experience. They are concerned about Walmart employees’ ability to properly mix paint. The premixed quarts strategy eliminates the risk of operator error, leading to an increased level of trust not previously associated with purchasing paint at Walmart.

Drive awareness and consideration of the Glidden Brilliance Collection through the addition of a quart-sized premixed paint line sold exclusively at Walmart.

Color without the CostThe most important factor when purchasing paint for the target audiences is color. Glidden’s new collection offers the most popular accent colors and gives the target a variety of premixed paint to choose from. When making purchases, the target audiences also value price. Glidden quarts reduce the cost for customers because they are less expensive than a gallon.

Completing the ProjectThe target’s painting experiences focus mainly around DIY projects because either they enjoy the simplicity of smaller projects or are restricted from undertaking larger endeavors. The quart-sized can of paint more easily accommodates less extensive DIY and wall painting projects. The ease of purchasing the product also encourages the target audiences to return to Walmart when they decide to purchase gallons.

“ ”Gateway to the Gallon

Internet Users on Social Media67% on Facebook46% post photos or videos of projects online15% on Pinterest13% on Instagram

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630 survey responses45 in-depth interviews37 states surveyed30 DIY blogs analyzed8 research studies

DIYer Information • DIYers are generalists and desire a mixture of renovation and maintenance projects. • They value courses to update their skills with new techniques.

Who Takes on Projects? • Men are substantially more likely than women to take on projects including electrical, plumbing and construction. • Women are four times more likely than men to NOT undertake DIY projects because someone else in their household does the repairs and improvement. • Women are more likely to feel physically incapable of DIY tasks. • Women are more likely than men to shop at DIY retailers for smaller projects. • 25% of those age 18-24 do not undertake DIY projects because they do not feel physically capable of doing so. • Nine out of ten of those age 55+ do feel physically capable of doing DIY projects.

DIYers and Their PreferencesWe used primary and secondary research to learn about the target audience and the paint industry. Through our efforts, we gained insight into how the target feels about paint, DIY

projects and social media.

Surveyed States

“ ”

4

Blog InfluenceThe target audience gets inspiration, ideas and knowledge for their own small projects from DIY bloggers. • Paint selections are based on color. • Bloggers try to match the paint color they use to furniture and other accents in their homes. • Unless they are sponsored by Glidden, very few bloggers mention the use of Glidden for their projects.

Walmart shoppers • 59.9% of Walmart shoppers are women. • 62.6% of Walmart shoppers are married. • 21.2% of Walmart shoppers are age 45-54. • 27.6% of Walmart shoppers have an income of $50,000-$74,999.

Quart Competition • Quart prices range from $9.27-$21.99. • RUST-OLEUM is the only other brand with premixed paint and primer quarts sold for $8.48. • Martha Stewart carries a finish-only line of premixed quarts sold for $21.99.

CompetitionHome improvement stores hold the largest share of the market in paint sales, creating low consideration for paint purchases at Walmart.

The target audience finds the employees at home improvement stores more credible and more knowledgeable about paint products than Walmart employees.

Top 15 Priority CitiesStatistics on paint sales, Walmart locations and population were cross-referenced to produce the top 15 priority cities where the campaign will be most successful. Some efforts will focus solely on these cities.

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Simple Solution ShoppersAlthough Glidden’s target audiences differ in their living situations, personal experiences and family

structures, they have similar interests in simple solution shopping and DIY projects. We developed the simple solution shopper profile by focusing on the similarities of the three groups.“ ”

Media Buying

6

Warm

Caramel

Targeting the Right MarketHighly targeted media buying tactics across the nation allow Glidden to reach the greatest concentration

of the desired target market. Some efforts will focus on the top 15 priority cities.

MagazineBased on subscription demographics, we recommend Glidden run full-page, four-color print ads in DIY magazines.

TelevisionWe recommend Glidden focus on targeted DIY programming, because television advertisements hold the highest concentration of DIY home improvers.

“ ”OnlineRun half-page sidebar ads on popular DIY websites for the duration of the campaign.

NontraditionalWe recommend several outdoor media, including truckside advertising, transit stops and digital interactive platforms in the top 15 priority cities.

of total subscribers are female. The median age is 50 years old, but ranges from ages 18-55.

78% 58%of total viewership is female. The median age is 48 years old, directly correlating with the age of baby boomers.

51% of users are female, and the average age is 22 years old.

Push online nontraditional media focusing on websites where the target is already spending time. Each of the these sites will find users based on their demographics, location and interests.• Youtube.com• Hulu.com• Facebook.com• Pandora.com

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Bold StatementAdvertisements and other tactics will visually express the contrast between the size of the product and

the personal impact a quart can make. The introduction of premixed quarts in Walmart stores meets the needs and expectations of the target audience while eliminating the intimidation often associated with DIY

projects. The quart may be small in size, but its statement is bold.

Brand PersonalityGlidden is an innovative brand with a do-it-yourself legacy.

“”

Print Ad Placement Based on demographics, we recommend placing advertisements in the following magazines: Better Homes and Gardens, Good Housekeeping, Dwell, House Beautiful, HGTV and Do It Yourself.

Deepest Aqua

Deepest Aqua

Ad Copy Example

Truly Olive

8PrintGlidden Gets You Going

Truly OliveHighlight your favorite adventures. Glidden's premixed quarts turn your small projects into an epic odyssey.

Sold exclusively at

small can YOUR STORY

Glidden Gets You Going

Red DeliciousWelcome to your new front door. Glidden’s premixed quarts turn your small projects into big statements.

Sold exclusively at

small can GRAND ENTRANCE

9 Nontraditional

Nontraditional Advertisement We recommend purchasing ad space on trucks to appear within the 15 priority cities and their surrounding regions for four months. A total of 300 trucks will act as mobile billboards for Glidden.

Place ads on six bus stop terminals for three months in each of the 15 priority cities to grab the attention of pedestrians and people taking public transportation.

Install five interactive digital platforms in each of the top five priority cities for a period of four weeks. These kiosks allow people to virtually paint preinstalled images or upload their own photos.

Interactive Digital Kiosk

Truck Advertisement

10TV

small can PREMIXED QUART

small can NEXT STEP small can BRIGHT IDEA small can BOLD CHANGE

small can BIG SMILE small can NEW MEMORY small can BIG DREAMS

Sold exclusively at Glidden Gets You GoingGlidden Gets You Going

®

(Fade in the instrumental version of the song “Percussion Gun” by the White Rabbits) Scene opens on Glidden’s new premixed quarts. Duration: 4 seconds

A confident woman finishes painting a lamp, screws the light bulb in and turns the lamp on. The words “BRIGHT IDEA” replace “NEXT STEP.” 4 seconds.

A woman tapes off sections of her stairs to paint. The words “NEXT STEP” replace “BIG DREAMS.” 4 seconds.

Glidden logo appears. The words “BOLD CHANGE” replace “BRIGHT IDEA.” VOICE-OVER - “Small Can. Bold Change.” Glidden’s premixed quarts turn your small projects into finished projects.” 4 seconds

The Walmart logo appears. VOICE-OVER continues “Glidden BrillianceCollection, sold exclusively at Walmart.” 2 seconds

A giggling infant stands up and holds onto the side of a crib next to a painted wall. The words “BIG SMILE” replace “PREMIXED QUARTS.” 4 seconds.

A father and son paint a wall together. The toddler looks up at his father and imitates him. The words “NEW MEMORY” replace “BIG SMILE.” 4 seconds.

A child plays house by an accent wall in his bedroom. The words “BIG DREAMS” replace “NEW MEMORY.” 4 seconds.

Television Commercial Storyboard Focus primarily on HGTV and DIY Network whose viewership consists of simple solution shoppers and DIYers. We recommend running advertisements primarily on the weekends during the morning and daytime to give the audience time to be inspired and complete a small project. Glidden can turn the projects seen in the commercial into how-to videos on YouTube.

Truly Olive

11 Online

Pandora, YouTube and HuluVideo and online advertisements placed on Pandora, YouTube and Hulu reach segments one and two of our target audience. We recommend buying video commercials for YouTube and Hulu. For Pandora, we suggest running audio ads with a banner ad component.

Pandora Radio Commercial Copy“Small Can. Personal Touch. Glidden’s premixed quarts turn your small project into a jazzy work of art. Purchase your quarts of Brilliance Collection paint exclusively at Walmart.”

65% of YouTube users fall within our target audience age range.

73% of Hulu users fall within our target audience age range.

66%of Pandora users fall within our target audience age range.

12

small can HAPPY HOME

Glidden Gets You Going

Sold exclusively at

Glidden's premixed quarts turn your small projects into a warm haven.

small can NEW THRONE

Glidden Gets You Going

Sold exclusively at

Glidden's premixed quarts turn your small projects into your personal kingdom.

Website AdvertisementsWe recommend running half-page website ads on HGTV.com and DIYNetwork.com, two of the most popular DIY websites. Like television, this medium is heavily populated by Glidden’s target.

Truly Olive

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Small Can TakeoverIncrease awareness of Glidden in Walmart and emphasize the impact of a single quart of paint through

demonstrations, community outreach, promotions and traditional public relations tactics.

of women do not feel capable of completing DIY projects themselves.

small can BOLD IDEASDemonstrationsGlidden representatives demonstrate how to paint small DIY projects with premixed quarts. • Host monthly demonstrations in Walmart stores in the top 15 priority cities. • Provide coupons to attendees. • Increase women’s confidence in their DIY abilities.

Kick-Off EventsGlidden will host kick-offs in Walmart parking lots in the top five priority cities to launch monthly demos. • Glidden representatives paint small projects during the event while providing painting tips. • Projects feature items from Walmart. • Invite local food vendors and radio stations. • Donate all completed items to local charities. • Invite popular bloggers in the area to attend. • Provide coupons to attendees.

small can BIG WISHStrengthen Glidden’s existing partnership with Make-A-Wish.• For every premixed quart sold at Walmart, Glidden will donate one dollar to Make-A-Wish during the month of June.• Invite popular bloggers to participate by sending them a quart and asking them to blog about their experience and share the promotion with their followers.

25%

“ ”

small can BIG WISH

For every premixed quart sold at Walmart during the month of June, Glidden will donate

one dollar to Make-A-Wish.

Wild Truffle

14Promotions

small can COLORFUL CITYPurchase ad space to paint street items in the top 15 priority cities to promote the paint coverage of Glidden’s quarts. • First week: 7 cities • Second week: 8 cities • Paint items such as bus stops, benches and light poles. • Use one of the 10 premixed accent colors in each city • Include a Glidden logo sticker that explains the instructions for the promotion. • Participants upload a photo of the painted item to Instagram or Facebook. • Photo should include a hashtag for the city, color guess and Glidden’s profile tagged in photo. • Hold a random drawing of all correct entries, 3 people will win $5,000 each. • Contact local news outlets about the promotion.

small can BIG SEARCHPlace large quart cans in cities to drive the audience to Walmart and reinforce familiarity of Glidden. • One ten-foot tall Glidden quart can placed in a high traffic location in each of the top five priority cities. • Search will take place in one city at a time for one week. • The paint can includes a clue leading viewers to the nearest Walmart store and instructions to upload a picture of themselves holding a premixed quart. • Participants upload pictures to Instagram or Facebook with Glidden’s page tagged. • Instagram entries will include the hashtag #smallcanbigsearch. • Correctly tagged photos will be entered into a drawing for $10,000, one winner per city. • Contact local news outlets about the promotion.

Find my match at the only place

premixed quarts are sold.

Soci

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What Can You Do with a Quart?Increase awareness of Glidden premixed quarts and encourage social media interaction by promoting

the “small can BOLD CHALLENGE” campaign on Facebook, Instagram, Pinterest and blogs.

This social media campaign establishes Glidden as the premier provider for premixed quarts. It highlights the target audiences’ creativity by encouraging participants to use a quart to create a bold change.

Announce a weekly theme on Facebook and Instagram. Encourage participants to use the theme as inspiration for their projects.

Example themes:• Stars and stripes• Pop of color• Out in the country• Fabulous florals• Sand and sea

small can BOLD CHALLENGE

BlogsSend premixed quarts to the seven bloggers featured on MyColortopia to encourage them to blog about creating a bold change.

Ask these bloggers to request that their readers participate in the challenge.

Pinterest Inspire DIYers by sharing several “small can BOLD CHALLENGE” project ideas on Glidden’s Pinterest board.

“ ”We recommend Glidden create an Instagram account.• More than 500 people have used the hashtag #glidden creating an opportunity for Glidden to join this online discussion. • 21% of Instagram users are age 18-29 and 41% are minorities, both of which fit into Glidden’s target audience. We recommend Glidden use Facebook more effectively.• Approximately 16% of a Facebook page’s followers see each post therefore Glidden’s posts currently reach about 2,600 followers. By focusing more on Facebook, Glidden can expand its reach.• Use sidebar ads and promoted posts that coincide with other ongoing promotions to reach a large targeted audience through Glidden’s Facebook page.

Recommendations

16

Deepest Aqua

• Participants post a photo of their project to Glidden’s page using #smallcanboldchallenge, anticipating the addition of hashtag features on Facebook.• Limit entries to once weekly.• Glidden selects the top two photos each week.• After five weeks, reveal the top photos for public voting in a Facebook app created by a third-party designer.• Limit app use to users who follow Glidden’s facebook page. • The three photos to receive the most votes will win corresponding prizes.• Provide coupons through Facebook Offers to encourage fans to purchase premixed quarts.

PrizesWeekly Winners: $100 Walmart gift card and a Glidden premixed quart of their choice.

MON fresh start to the week, new opportunity for a big change; post DIY project photos

TUES open-ended questions to engage followers; i.e. what’s the boldest thing you’ve seen this week?

WED during promotions, announce winners and themes; other times, feature posts from MyColortopia bloggers

THURS interactive quizzes to determine design style and personality

FRI promotion postings, reminders for all contests in “small can BOLD CHALLENGE” campaign

SAT share followers’ photos of their DIY projects

SUN answer followers’ questions, using MyColortopia experts

Facebook Posting Schedule

Instagram• Participants post a photo of their project using the hashtag #smallcanboldchallenge.• Entries are limited to once weekly but are independent of Facebook entries.• Glidden selects the top two photos for each theme. • These promotions can act as an example for future Instagram use.

Facebook

PrizesFirst Place Winner: $10,000 home makeover by an interior decoratorSecond Place Winner: $3,000Third Place Winner: $1,000Weekly Winners: Premixed quart of their choice, after top three winners are announced

Sche

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17 When

PrintApril May June July Aug Sept

Online

Television

Public Relations

Non-Traditional

Social Media

Community Outreach

Better Homes & Garden

HTGV.comDIYNetwork.comHuluFacebookYouTubePandora

HGTV

small can BOLD IDEAS LaunchMonthly demonstrationssmall can COLORFUL CITYsmall can BIG SEARCH

TrucksideTransit stationsDigital Interactive

small can BOLD CHALLENGE

small can BIG WISH

DIY Network

Full page adFull page adFull page adFull page adFull page adFull page 4th cover ad

Half page side adHalf page side ad30 second spotPay per click/offer/promoTrue view in-streamSidebar ad with audio

30 second spot30 second spot

Top 5 priority cities

Top 5 priority cities

Top 5 priority cities

Campaign

Every Walmart

Top 15 priority citiesTop 15 priority cities

Top 15 priority citiesTop 15 priority cities

Good HousekeepingDwellHGTVHouse BeautifulDo It Yourself

27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28

4/9 - Summer Issue 7/9 - Fall Issue

5/24

5/21 - 6/7

6/28 7/26 8/30 9/27

6/11 8/13

5/24

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• Magazine circulation: 241,104,387• HGTV and DIY Network reach: 16,816,000• Truck advertisements: 10,000,000• HGTV.com monthly unique visitors: 4,500,000

• DIYNetwork.com monthly unique visitors: 2,100,000• Facebook advertisements: 2,568,280• YouTube advertisements: 30,000• Hulu commercials: 5,500,000

BIG SEARCH: • 2,800,000 total impressions from all locations • 280,000 photos uploaded• 50% increase in Facebook traffic during promotion• 19,600 impression increase on website• 15 earned media stories

BOLD IDEAS Demonstrations: • 225,000 total impressions from all locations• 3,750 coupons redeemed

BOLD IDEAS Kick-Off Event: • 150,000 total impressions from all locations• 2,500 coupons redeemed• 40% of pitched bloggers write a story• 30% increase in website traffic

COLORFUL CITY: • 770,000 total impressions from all locations • 100,000 photos uploaded• 50% increase in Facebook traffic during promotion• 80,000 impression increase on website • 20 earned media stories

BIG WISH: • 50,000 online impressions• 30,000 quarts sold• 40% of bloggers pitched write a story

• Facebook likes: increased by 15%• Pinterest followers: increased by 15%• Instagram: 500 followers

Measuring SuccessUse metrics such as impressions, engagement on social media and quart sales to measure the effectiveness of the campaign to increase awareness and consideration of Glidden’s brand. We

recommend using analytic software and social media analytics to determine the campaign’s influence.“ ”Since the campaign focuses on increasing awareness and consideration, Glidden should measure return on investment based on those factors. We recommend Glidden conduct two surveys, one before the campaign and one after to measure the success of reaching the awareness and consideration goals. We have also calculated a financial return on investment, based solely on the sale of quarts, resulting in a 205.91% ROI. We are confident it will also increase sales of gallons; however, these sales are not included in our ROI calculations.

Public Relations

Advertising Impressions

Social Media

287,129,517total impressions

205.91% ROI

Conclusion

Amethyst Jew

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Secondary Information ResourcesMintel. (2012). DIY Retailing. April 2012. Mintel Reports. University of Nevada, Reno-Reno, NV. 27 Feb 2013 Rainie, Lee, Brenner, Joanna, and Purcell Kristen. “Pew Research Center’s Internet & American Life Project.” Photos and Videos as Social Currency Online. Pew Research Center, 13 Sept. 2012. Web. 11 Mar. 2013 “BARNES Reports: U.S. Warehouse Clubs & Superstores Industry.” United States Product &Retail Report Series (2012): 1-92. Business Source Complete. Web. 26 Feb. 2013. Carmichael, Matt. “The Demographics of Retail.” Ad Age. 19 Mar. 2012. Web. 23 Feb. 2013.Duggan, Maeve, and Joanna Brenner. “Pew Research Center’s Internet & American Life Project.” The Demographics of Social Media Users. Pew Research Center, 14 Feb. 2013. Web. 16 Mar. 2013 United States Census Bureau. “Annual Estimates of the Population of Combined Statistical Areas: April 1, 2010 to July 1, 2012.” census.gov. 1 Jul 2012. Web. 12 Mar. 2013.“2011 Annual Report.” Walmart.com. Wal-mart Stores, Inc., 2012. Web. 10 Mar. 2013.“Hulu.com,” “Pandora.com,” “YouTube.com.” Quantcast.com. Quantcast Corporation, 2013. Web. 17 Mar. 2013.Sinickas, Angela. “Calculating a Return on Investment (ROI).” ComPRehension. Public Relations Society of America, 11 Mar. 2009. Web. 16 Mar. 2013.

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Gateway to Glidden

This marketing strategy is innovative, but the creative concept is simple and directly targeted toward current and future Glidden customers, making the possibilities for expansion endless.

Our marketing strategy, directly connected to the simple solution shoppers’ preferences, creates awareness and consideration of Glidden’s Brilliance Collection sold at Walmart. We know the target takes part in the DIY movement and looks for convenience and value when shopping. This campaign capitalizes on those preferences and focuses on communication outlets where the target actively engages.

All-Out IntegrationOur creative concept emphasizes the large impact a quart of Glidden premixed paint can make in small DIY projects. The traditional and nontraditional media buying, public relations and social media tactics stem from the marketing and creative strategies allowing the campaign to constantly reinforce the message that Glidden’s quarts make a bold statement.

Quarts to GallonsWe recommend following these strategies to improve the target audience’s awareness of Glidden and increase their confidence when buying the product at Walmart. This plan will encourage Glidden’s target to purchase quarts and make them more likely to consider Glidden gallons for future large-scale painting projects. The versatility of the creative strategy can easily be applied to all future communications for Glidden, creating a recognizable campaign that could last for years.

”“

entUniversity of Nevada, Reno 2013 NSAC Competition Team

Team:Lily Abolghasemi, Megan Akers, Helen Angel, Brandon Cahlan, Allie Erger, Jessy Fagundes, Tovah Goodman, Jena Greenburg, Aleesah Herup,

Katie Hippert, Haleigh Hoff, Lauren Jensen, Stephany Kirby, D Kenton Lawler, Ryan Lindquist, Brian Mann, Allie Nielson, Lindsey Pastrell, Jessica Ranftl, Geoff Roseborough, Brita Voris, Aaron Walton, Alli Williams, Danielle Winter, Jazmin Wright

Advisors:Bob Felten, Judy Strauss

Acknowledgements:Special thanks to DynaGraphics

for their donation of printing and binding.