THE BRILLIANT CAMPAIGN

TABLECONTENTSa

01SECTION 1

IntroductionAssignment OverviewThe Idea

ResearchUnderstanding our Audience

Product OverviewSWOT Analysis

Creative StrategyBudget and Media Strategy

SECTION 2

SECTION 3

SECTION 4

MEET THE CREATIVE COLLECTIVE TEAM

We are the Creative Collective Team

At Creative Collective, we take our client’s vision and make it a reality by leading, planning and building unique ideas. Your business is our first priority and we believe that with a strong partnership and brilliant ideas, your company will see change that is effective. Here, the possibilities are limitless.

01

Alessandra CocheDanielle Ebel

Gabrielle Roberts

THE BOSSESTHE STRATEGISTS

Jackie CoxAnthony CicconeJustin CastellanBryan Thomas

THE WRITERS

Ashley SalazarElise Crissman

THE BRAINS

Jay GranberryHeather Catron

THE CREATIVES

Sarah AndrewsJonathan Jennings

Kiomar Padron

THE ASSIGNMENT

The 2013 Glidden Challenge

To help build awareness and consideration for the Glidden paint brand within US Walmart stores by developing an integrated multi-platform marketing effort for three different customer segments.

01THE IDEA

RAISE BRAND AWARENESS

ENHANCE BRAND PURCHASE FACILITATION

POSITION AS SIMPLE &CONVENIENT

The Brilliance Collection

Creative Collective’s campaign objective is to broaden consumers’ awareness, inspiration and consideration for Glidden paint within Walmart stores in the US. Creative Collective will increase consumer awareness of Glidden’s Brilliance collection sold at Walmart. We willinspire our target audiences, Generation X, Y, and Baby Boomers, to do a painting project through social media such as Facebook or DIY Programs. Lastly, we will increase the consum-er’s consideration of Glidden’s Brilliance Collection sold at Walmart through Glidden’s paint color app, swatches, paint testers, and a new, improved experienced paint staff at Walmart stores.

KNOW OURAUDIENCE

GETTINGb

Surveys

• Administered to 125 participants • 44% chose Home Depot when purchasing paint • 81% are aware that Walmart has a paint section• Only 39% know that Walmart has a paint section • Quality of paint is one of the most important

purchasing factors

02PRIMARY RESEARCH

One-on-One Interviews

• Administered to 15 participants • Only one participant was able to recall the Glidden

name (lacking brand awareness)• Despite knowing Walmart sold paint, none had ever

purchased there

“I buy paint at Home Depot or Lowes because

they seem to have a vast array of

knowledge compared to those at Walmart when it comes to paint.”

UNDERSTANDING OUR AUDIENCE

Generation Y

• Document life via social media• Shortattentionspans,cravinginstantgratification• Often have online personas and real life personas

Generation X

• Ethnically diverse and well educated• Ambitious and eager to learn new skills• Independent, like to accomplish tasks on their own

Baby Boomers

• HeavilyinfluencedbyTV• Living a retirement lifestyle• Largest concern is of expense

02

ASHLEY TAYLOR: STUDENT & BANK TELLER

Generation Y

• Single• 23 years old• Lives in student apartment• Follows new fashion & trends

Ashley spends the majority of her time as a full-timemarketing student & part-time employee. She enjoys spending her free time participating in school functions & bargain shopping. Social media has a large impact on her life & decision making. Her creative DIY inspiration comes from Pinterest and Instagram.

“Live Life to the Fullest... On a Budget”

PATRICIA JOHNSON: HIGH SCHOOL PRINCIPAL

Generation X

• Married• 38 years old• Has three kids• Lives on a tight Budget

Patricia’s responsibilities include managing all employees at the local high school, visiting her parents regularly at the nursing home & maintaining a close relationship with her family. Her free time usually consists of creative projects with her children such as, repainting rooms, arts & crafts, and Pinterest projects.

“Family is the Most Important Thing in Life”

02

MICHAEL THOMAS: CIVIL LAWYER

Baby Boomer

• Married• 62 years old• Work rules life• Likes simple & Affordable

Michael is the senior associate at a large civil law firm. His work is very demanding but he wouldn’t change it for anything. DIY projects usually consist of updating the interior and exterior of his home. However, projects must not be time consuming. Avid Walmart shopper because it’s a one-stop-shop.

“Quality

Quantity”Over

OVERVIEWPRODUCT

GLIDDEN PAINT FACTS

306 DifferentShades of Color

Provides simplicity with two-in-one paint and primer and ready mixed testers in every color with a built-in brush

Quality paint that is durable, scuff resistant, mildew resistant and has low odor

The paint company offers 306 colors, XXL paint chips and a color smart phone app with mood and theme features

03

Behr Shermin Williams Home Depot

THE COMPETITION

There are many types of competitive paint brands on the market to consider; however, the focus of this campaign is raising brand awareness specifically at Walmart. There is also the add-ed factor of competitive stores to take into account. Behr, Sherwin-Williams, and Home Depot are the main competitors that this analysis focuses on.

Since we are looking at the retailers as well as the brands, it is important to take notice of the incentives and convenienc-es that are offered through mobile technology and digi-tal media compared to what Walmart offers for their home improvement and paint department.

These competitors will offer a variety of paints including 2-in-1 paint and primers, envi-ronmentally friendly paint and specialty paint for different sur-faces such as wood, concrete, garage floors and ceilings. They each have a unique com-petitive standpoint, but they also have flaws and weakness-es toward the target audience.

03SWOT ANALYSIS

Strengths

Opportunities Threats

Weaknesses

Inexpensive

Convenient

Largest global industrial coating and decorative

manufacturer

Diverse Customer Base

Original 2-in-1 Primer

Distributed by AkzoNobel, one of the largest and most profitable decorative

industry as of 2012

45% of paint buyers are DIYers

Glidden can capitalize by doing Promo’s during holidays throughout the

peak painting season (May-Oct)

Partnership with Walmart & Better Homes & Gardens magazine

Focus on marketing campaigns such as smart phone apps, give-away

promotions and distribution

55% of Pro / Trade segments favor company owned stores and

independent dealers

Large competition in Walmart

Many brands used Glidden’s idea of adding 2-in-1 paint and primer

Numerous ad campaigns from competitors may make it difficult for

Glidden to reach target market

Low awareness and purchase rate of Glidden paint at Walmart

Walmart’s Quality is questioned by shoppers

Poorly trained associates in Walmart stores

Only 4% recommend Walmart to DIYers

STRATEGY

04MESSAGING STRATEGY

Challenges

• Low consumer awareness & • consideration of paint sold at Walmart

Advertising Objectives

• Increase consumer consideration of Walmart asviableoutlettobuypaint,specificallytheGlidden Brilliance Collection

• Inspire customers to desire doing a painting project

Solutions

• Expose key target markets (Gen X, Y & BabyBoomers)tospecificmediachannels

Media Channel Objectives

TV ADSPRINT

OUT-OF-HOMEPOINT-OF-PURCHASE

WEB SOCIAL MEDIA MOBILE APP

EVENTSEMPLOYEE TRAINING

Gen XBaby Boomers

Gen Y

All DIYer’s

TELEVISION: “THE HARLEM SHAKE”

Young girl painting wall and listening to music

“Available in 306 Shades of Style” Which Color are you? Glidden Logo Appears

Stops and looks at camera Suddenly Harlem Shake music comes on and a large group of people appear and start dancing

AVAILABLE IN 306 SHADES OF COLOR

WHICH COLOR ARE YOU?

Simply Brilliant

ONLINE: SOCIAL MEDIA

Facebook Contest

• July - Septempter 2013• 1st place - 10 gallons of free paint and $15,000 Walmart gift card for room makeover• 2nd place - 5 gallons of free paint and $10,000 Walmart gift card for room makeover• 3rd place - 5 gallons of free paint and Walmart gift card for room makeover

Instagram Contest

• May - July 2013• Winner receives 3 gallons of free paint and $1,500 gift card to Walmart for another makeover• Users may upload their room makeover pictures into the contest page using Brilliant paint• Participants must tag both Glidden Brilliance Collection & the name of paint color used• Participantscansharepicture(rootingtothecontestpage)ordoanthingtodrivetraffictovotefortheirroom

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POP: SHOPPING CART ADS

Shopping cart grip

• Handprints on shopping cart grips to grab attention of Walmart shopper

Shopping cart Ad

• Ad placed on front-inside of the shopping cart

• Highly noticeable for when shoppers place their groceries in their carts

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Glidden Coupon

• In-store coupon offering money saving promotions

Floor Decal

• Paintsplatteredfloordecalsplacedthroughout store

• Paint trail leads shopper to Glidden paint aisle

POP: FLOOR DECALS & COUPONS

XXL Swatches

• Glidden’s specially made XXL swatches will be placed next to Walmart product such as, curtains, bedroom sets, etc.

• Swatch placement will be based on color of product for closest match

• Intended to inspire customers with home decor ideas

Employee Training

• Employees will be more knowledgeable on Glidden Paint products in order to assist customers

POP: XXL SWATCHES & EMPLOYEE TRAINING

H&P Show Booth

• Glidden event hosted at Walmart locations to help consumers learn more about Glidden’s Brilliant Collection

• Will help raise awareness that Walmart sells paint

POP: PROMOTIONAL EVENTS04

Magazine Ads

• Advertisements placed in various home-decorating magazines during the months of May through October (peak painting seasons)

• They will appeal to DIYer’s in general. The magaine below will be tailored towards Gen Y and the Ad to the the right will be targeted towards Gen X and Baby Boomers.

PRINT: MAGAZINE ADVERTISEMENTS

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Billboard

• Billboards placed throughout the state of Florida• Copy reads “306 Shades of Style...

Which color are you?”• Reminds audiences of paint

Direct Mail Piece

• Image above shows the front of the direct mail piece, completely folded out to look like four paint cans pushed together

• The paint can stubs are specially marked coupons that are peripherated at the sides for easy dettachment

OOH: BILLBOARD & DIRECT MAIL

& MEDIABUDGET

MEDIA BUDGET & FLOWCHART

Television Ads43% - $4.3 millionProduction - $500,000Distribution channels - $3.8 millionESPN,HGTV,A&E,TLC,DIYNet-work, AMC, Lifetime

Social Media15% - $1.5 millionFacebook contest - $500,000Instagram contest - $500,000Pinterest group - $500,000

Promotions22% - $2.2 millionEducational Classes - $50,000Front door posters - $200,000Direct mailers - $200,000Home & Patio booth - $100,000Shopping cart ads - $300,000Tablet Stations - $1,000,000Glidden Coupons - $50,0000XXL Swatches - $200,000FAQ videos - $100,000

Print Ads10% - $1 millionDistribution channels: Cosmopolitan - 2 issues Better Homes & Gardens - 2 issuesDIY Magazine - 1 issueESPN Magazine - 2 issues

Outdoor8% - $800,000Billboards

Internet / Digital2% - $200,000Web Banners - $100,000Facebook ads - $50,000YouTube ads - $50,000

Glidden Media Budget: $10 million Total cost of production: $500,000Average CPM: $6

Timing: May - October, 2013Geography: Top major cities (Orlando, Boston, Atlanta, Los Angelos, Tampa, Baltimore, Philadelphia, St. Louis

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May June July August September Budget

Television

Espn

HGTV

AMC

NBC

CBS

$380,000

$760,000

$380,000

$1,140,000

$1,140,000

$3,800,000

Magazine

Cosmopolitan

Better Homes & Gardens

ESPN

DIY Magazine

$500,000

$300,000

$100,000

$100,000

$1,000,000

Direct Mailer $500,000

Social Media

Facebook Contest

Instragram Contest

$1,000,000

$500,000

$1,500,000

Digital/Outdoor

Web banners

Billboards

Facebook/Youtube ads

$100,000

$800,000

$100,000

$1,000,000

Promotions

Patio Show Booth

In-store Promotions

$100,000

$2,100,000

$2,200,000

Total $10,000,000