Creative Strategy II Plansbook

Glidden brilliance collection

table of contents Executive Summary 2

strategy 8

research 4

creative 12

target 10

evaluation 21

media mix & budget 20

Executive Summary Since it’s conception in 1875, Glidden has been a leader in its category as innovative and inspirational. The brand has capitalized on a “do it yourself” philosophy, etching a place in the heart of American consumers through quality and performance. The brand’s reputation and standard of excellence fostered an opportunity for Glidden to expand their

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exposure through a partnership with Walmart.

In 2010, Walmart chose Glidden as its exclusive paint carrier to help energize the department store giant’s home improvement offerings. Unfortunately, consumer reactions have been lackluster:

66%

DIYers aware Walmart sells paint

23% consider purchase

5%

purchase

IV Charmed Ad Agency set out to find what inspires our target market.

We wanted to understand what motivates simple DIYers.

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because of expense and effort; They see DIY projects as a hassel. Regardless of Walmart’s convenience and low prices, our target still turns to large home improvement stores for their DIY needs because stores like Home Depot and Lowe’s provide staff and facilities that ease their ‘hassel.’

Glidden needs to inspire simple DIYers beyond a ‘need’ and empower them, attacking this gap between perceptions of home improvement stores, associated with confidence and ease, and Walmart.

Simple DIYers need to be both personally inspired to take on new projects and empowered by Glidden and Walmart to help get the job done.

We understand that inspiration is unique and different to every person but that the feeling of empowerment and accomplishment are universal. No two stories are the same. Whatever their story may be, Glidden and Walmart are there to bring it to life.

We identified three key segments and created executions that appeal to each group. We also created a strategy that improves the perception of Glidden at Walmart with consumer interaction.

Through an integrated, heavily digital campaign with relatable executions, we relay one key message:

Glidden Is More Than Just Paint.

Exec Summary

We found that regardless of age or target segment, simple DIYers operate on a needs basis. They find projects to be daunting

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Primary Research IV Charmed conducted comprehensive primary and secondary research to gain deeper insights and a better understanding of the target market in relevance to Glidden’s Brilliance Collection at Walmart. Through personal interviews, surveys, and an in-depth case study, we gathered information on competitors, trends, and Glidden’s current marketing methods. Our overall objective is to build awareness and consideration for the Glidden paint brand among our target market using the following campaign objectives:

Research Goals To further our insight, we created the following research goals:

1. Understand the inspiration for our target market to do small, DIY projects around the home 2. Evaluate their top priorities when planning out small projects 3. Uncover shoppers’ consideration of brands when doing small, DIY projects 4. Identify the decision makers in the home and who works on these projects 5.

Discover what encourages and discourages the target market from buying paint from Walmart

In-store On Sunday, March 3, we visited the Walmart location on Tennessee Street. We randomly interviewed 15 shoppers based on small DIY home projects. After compiling our secondary research with the feedback from these surveys, we were able to gather further insights about the Glidden Brilliance Collection:

1. Needs Basis- The much-needed inspiration behind small, DIY projects is fueled by what needed to be fixed or updated.

2.

Research

Key Findings

Convenience- The biggest point that the target audience takes into account when considering small, DIY projects is accessibility.

3. Consideration- Shoppers have strong brand loyalties to competing home improvement stores, such as Home Depot and Lowe’s.

4. Selection- Women are the primary decision makers of the home, even if they aren’t the ones actually completing the project.

5. Reputation- While price is a priority, many shoppers wouldn’t consider purchasing Glidden because of the perceived low quality of Walmart.

Survey age of respondents

where are you most likely to buy paint?

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secondary Research About Glidden Recent Marketing Before reinventing themselves, Glidden was perceived among consumers as “my grandpa’s paint.” They thought the brand had an “old-fashioned color palette.” Aside from appearance, it had a reputation of being poor quality. These notions were completely transformed with a stand out marketing initiative including campaigns such as: * “You Don’t Have To Be A Painter To Love Glidden” -- The tone was witty and fun to provide levity against the stilted

nature of the category. * The Glidden National Free Paint Giveaway -- For one week, consumers were able to get a free quart of paint in any color they desired delivered directly to their doorstep to experience Glidden’s new formula . * Paint chip distribution in magazines * Mini color centers-- Portable color centers moved through high-profile pedestrian locations in New York City. Staffed with brand ambassadors and stocked with Top 10 palettes and XXL paint chips.

Competition Overview Among various paint brands Glidden is seen as desirable for imaginative, ambitious projects instead of functional, maintenance projects. The brand, comparatively, is also used by novice painters or DIYers who are more responsive to help or intervention as opposed to users of other brands, like Sherwin Williams, who are more confident.

Sherwin-Williams is a capital threat to Glidden because not only is it competing on a product level but as a retailer, or specialty paint store, it directly threatens Walmart. They are known for dividing communications between brand-building, product messaging, and price promotions.

Behr has used the same campaign showing off conventional paint demonstration. Their latest work promotes an innovative new product: Stain-Blocking Paint & Primer in One. Valspar is trying to make a shift from being quiet to more energetic. They launched the “Love Your Color Guarantee,” which is a campaign that advertised a rebate to purchase more paint if the results aren’t what you expected.

Benjamin Moore is more known for interior design and architecture. In 2012 they launch a new advertising campaign called “Transform” which is targeting younger women.

Olympic launched its paint-and-primer product, “Olympic One,” with a dedicated campaign that is a direct threat to Glidden.

Clark+Kensington is the newest to the scene. They used a creative approach that related dating/matchmaking to a color selection, however this selection can only be found at Ace Hardware.

Glidden’s competition breaks down into two major categories:

1

paint offered at home improvement stores

Wal-Mart’s competition includes Home Depot, Lowes, and Ace hardware. Home improvement stores offer a variety of paint selections, but focus more on larger projects.

These direct competitors have provided customers’ confidence by making the paint buying process easier.

2

paint offered at speciality retailers

Benjamin Moore and Sherwin Williams are specialty paint retailers in direct threat to Walmart. These stores compensate for their higher prices by providing knowledgeable staff and quality facilities that instill confidence and ease in consumers.

Research

Primary Competitors

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Strategy Objective * Increase awareness of Glidden paint at Walmart among our target market * Increase consideration and purchase of Glidden paint * Improve consumer perceptions of quality toward the Glidden brand

Six Actionable Recommendations Branding

Develop an interactive, creative campaign to raise awareness and further consideration of our target market for the Glidden Brilliance Collection at Walmart

in-store experience

Reinforce the brand through store signage, interactive activities, and customer service

user-generated content

Inspire customers to develop a new feel and look for their small DIY projects around the home through engaging media

Segmentation

Segment our specific targets based on age, lifestyle and media usage

Synergy

Incorporate Walmart’s Glidden paint brand through store signage, interactive activities, and customer service

promotions and pr

Execute events to promote the awareness and education of the brand as a reliable, yet low cost paint for DIY projects

1. Insights. Our target demographics are young female

millennials that currently rent their homes, young mothers that already shop at Walmart, and both male and female baby boomers that shop Walmart, but not paint. Because members of these particular demographics don’t have a large disposable income, they aren’t necessarily instantly inspired by a new trend they see in a magazine. Our target market experiences inspiration in a different way: on a needs basis. They don’t go out of their way to fix something that isn’t broken, yet they understand that renovations and improvements need to be done about every 6 months. While some DIY projects may be done by the male of the home, females are the main decision makers on decor and home renovations. Many members of our target have strong ties to home improvement stores, such as Home Depot and Lowe’s, due to their perceived quality and color selection of their paints. Though these may cost more, price is still very important to their decision making process. When considering DIY projects, convenience is the most important part that the customer considers.

2. How Simple Solution DIYers Interact with the Brand. Currently, our target market seeks

easy solutions to their small, DIY home projects. They have strong brand loyalties to home improvement stores such as the Home Depot and Lowes. They shop at WM for everything else

Strategy

Creative Brief

it offers, some having tried the paint options while others not even considering it. The connection lacking between the target audience and the Glidden options at WM is awareness and confidence of the brand relating to their small projects.

3. What We Want Simple Solution DIYers to know and feel about Glidden & Walmart. We want to show our target

audience that WM can offer the prices, color selection, and even exact color decor matches to make their small projects even easier. By emphasizing the convenience of every aspect of their small DIY projects in one place, they won’t feel as overwhelmed. We want the target audience to know that WM sells paint and to feel confident in its quality.

4. The Overall Idea. We want to ignite a motivation

in members of our target audience that makes them want to take chances on small, DIY home projects with confidence and spontaneity. At the end of this campaign, we want Glidden paint at Walmart to be THE well-recognized, go-to brand for smaller projects.

5. Tone Of Voice. To ease our target’s current

perception of DIY projects as a hassle, our campaign will empower the individual by inciting confidence, inspire the individual by exuding creativity, ease by demonstrating simplicity and resonate by connecting personally.

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Target Audience Our target, simple DIYers, already shops at WM. The majority of our target knows that WM sells paint but doesn’t think to buy it there. They are convenience shoppers that go to WM for most of their needs, however, when it comes to paint they turn to home improvement stores. They have high confidence that stores like Home Depot and Lowe’s will provide their DIY needs and that their associates will be helpful and knowledgable. The target is divided into three segments:

1

Current

Walmart Paint Shoppers - Family builders

This segment is already WM brand loyal, 72% buy WM paint often. They have store trust, they see WM paint as quality paint and they value WM’s prices. They are young minority families, usually renters, with less income and less experience, so less confidence when it comes to painting. This segment typically carries out projects for the family with little concern for perfection.

2

Renting DIY Shoppers - personalizers

These young female millennials already shop at WM for other home goods. 23% of this target rate WM’s excellence at 64%. They see price and convenience as a higher priority than paint quality. They are less confident in their ability so they feel more comfortable doing simple projects that can build confidence and still add personalization to their home.

They are extremely tech savvy, having grown up as the dotcom generation. In this age of social media, Pinterest is a huge resource for this demographic. As of 2012, of all the pinterest users, 79%

are female and most range from the age of 21-54 years old.

3

DIYers Shopping

Walmart Home, but not Paint - fixer uppers

This segment, composed of older, baby boomer house owners see WM’s paint quality as an issue. They already shop at WM for other products but 78% of them turn to Home Depot when concerned with DIY projects or buying paint. This segment doesn’t particularly enjoy painting but still does it for two different types of projects: maintenance and home refresh projects.

This segment has the largest buying power of all three, being older and usually empty nesters. A research study by The Hartman group found that this demographic turns to their social circles to get information, like their friends, family and coworkers.

Bridge The Gap

Target

Key Insights

To convert awareness into consideration and purchase of Glidden paint, our target needs to be informed and reminded that when they think of paint, quality, and convenience, they should think of WM.

Needs Based Fixers Since our target includes young millennials who rent their homes, young mothers, and male and female baby boomers who all

have a low disposable income, they shop primarily on a needs basis. While they might have big home improvement wants, they can only afford simple DIY or small projects. They don’t necessarily go looking for projects, thats where Glidden needs to seize the opportunity and bring the inspiration to them.

Backstory

Every project has a story. The craft isn’t something they need to do, Glidden makes it something you want to do. By positioning Glidden as “more than just paint” we are inspiring our target to find meaning in their DIY crafts and to express it. By seeing others’ stories full of purpose and teeming with accomplishment, it will inspire our target to create their own story.

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Creative Big Idea Our biggest challenge is creating a campaign that relates to all three segments of our target market. Despite lifestyle, painting confidence or specific craft, we want to inspire each consumer from every segment. We want to transform their perception of Walmart as the go-to place for DIY project needs, and Glidden as their greatest resource.

We must create the inspiration

Since our target is currently inspired on a need basis we must provide a more creative motivation to incite our target. The question is, what is the common thread that will inspire all three distinct demographics?

Each project is different, each color is different, each purpose is different.

Insight: Although unique and nuanced by the individual, every DIY project generates a personal connection or feeling.

Our angle: Glidden is more than just paint.

More than just paint It’s THE feeling It’s THE tradition It’s THE relationship More than just paint.

Glidden Gets You Going.

Magazine ads will run in titles such as Better Homes and

Gardens and Martha Stewart Living. Rather than just

Creative

print

marketing the color options and accessories, a connection is

created between the reader and Glidden. The copy emphasizes that the paint is more than a color; it’s a symbol of their past, tradition, or feeling. The series of curiosity-provoking backgrounds display a DIY project. The header on each magazine ad reads “More than just paint,� encouraging the viewer to read more and creates a call to action.

Target Segment: Fixer Uppers

In-store Signage

To enhance in-store experience we plan to revamp signage in

the paint department. This will assist our target in finding the paint section and also finding the perfect paint for them. The signage will be clear and colorful.

To drive in-store traffic toward the paint department, we are

going to put correlating paint swatch signs in the home decor

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Creative section that can “complete the room.” This will prompt consumers to pick up the color swatch or coupon and therefore drive purchase of Glidden paint.

promotions Run With Brilliance 5K Celebrating America’s birthday, Glidden plans to sponsor a color run in 10 select cities. The cities are chosen based on the population and number of Walmart stores in the area. “Run With Brilliance 5K” is a play on “red, white, and blue” and will be displayed in the promotions. An assortment of reds, whites, and blues will be used during the race to showcase the variety of shades offered. Runners can register for free through Glidden’s Facebook page (after “liking” it). Participants may register the day of the race at the location for $15. Runners will receive bags filled with Glidden shirts, coupons, samples, and cardstock calling the target to join in online, sharing what inspires them.

paint your future Glidden inspires creativity, and we want to show that during the back to school season. They understand how important it is to teach the younger generations and bring awareness to families about arts education through school programs. Targeting families with young children in 10 school districts with failing arts education programs, Glidden is offering the opportunity for a brand new paint color to be created and named after their child’s school or mascot. After purchasing any product from the Glidden Brilliance Collection at Walmart, parents can enter a promotional code online to vote for the school of their choice. At the end of the promotion, the school with the most votes will receive not only a color in their honor, but a $100,000 donation to support the arts

encouraged to go online together, watch videos, and read information about how important arts programs are for childrens’ future.

digital hulu & pandora Advertisements directing traffic to YouTube and other social media outlets will be shown on Hulu and Pandora. Both of these sites’ backgrounds will reflect one similar to YouTube’s. The ad’s call to action will entail encouraging the viewer or listener to click on the banner ad to join in on the conversation. On Pandora, a special “brilliance” station will be offered, which is made up of music that inspires us, in turn, hoping to inspire the target’s small, DIY projects around the home.

shopkick App This app is used to reward shoppers when walking into a store and making purchases. Walmart currently is using ShopKick, but only for scanning in-store. By specifically incorporating Glidden and Better Homes and Gardens into the scans and purchase rewards, current Walmart shoppers will become more aware of the offerings they may not have taken advantage of before.

When a shopper asks a paint associate for help or to test a color, the associate will give coupon scanning access to the prospective customer, which in turn, will reward them with an instant coupon, available only at point of purchase that day.

Creative

program and education in their school district. The voting isn’t exclusive to only the select 10 school districts. Families are

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Creative YouTube Glidden’s YouTube site will be transformed into a go-to place for tutorials, inspiration, and informationals regarding small, DIY projects. The channel’s background will be revamped.

Glidden ads will appear before users watch videos pertaining to decorating, homes, and projects, and the background will change to one of their images, as well.

By updating Glidden’s current web page to a brighter, more modern look, a broader audience will be attracted. The more up-to-date aspects will include icons at the top of each page linking to Glidden’s social media outlets. An additional tab titled “Join In” will be added to the top linking to a microsite “www.morethanjustpaint.com,” which reflects the complementary slogan. The microsite (seen below) describes why Glidden believes that paint is more than just paint; it’s a feeling, the past, a relationship, or anything personal with meaning that fuels the target’s inspiration.

Creative

Microsite/Website revamp:

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Creative social media Pinterest By creating a Pinterest sweepstakes, Glidden has the opportunity to engage directly on a visual-friendly, interactive, and informative level. It allows the target audience to channel their creativity on a budget. The contest will encourage participants to upload completed pictures of the small, DIY home projects they created using Glidden paint. Using the hashtag #Glinspiration, the user must describe what inspires them, how they were inspired, or why they’ve chosen Glidden for the job. Photos uploaded with this hashtag will be repinned to Glidden Paint’s Official Pinterest boards into respective categories. Glidden will choose one grand prize winner based on creativity of craft and backstory to receive a room makeover by Glidden and Better Homes and Gardens. Ten others will be chosen based on number of repins and likes to receive their own Glidden Project Kit.

Instagram and Vine Glidden’s Instagram and Vine accounts will be similar to that of their Pinterest in that users will be encouraged to upload photos and videos of projects . The same hashtag will be used to incorporate continuity and the inspiration behind the work. To encourage participation, search and respond efforts will be made to spread the word. Members of the target audience that upload photos and videos using hashtags such as #DIY, #craftday, #painting, etc. will be reached out to through these Glidden accounts and encouraged to join in on their colorful, inspiring nature. At the end of the campaign, the participants with the most likes on their photo or video will receive a free Glidden Project Kit to begin their next small project.

Twitter Whether it’s through sharing photos or just tweets, users can share thoughts, tips, and tricks with the Glidden community and fans.

Throughout the course of the campaign, a live, weekly twitter chat will further involve fans through constant communication for hours at a time. Each week will have a different topic, such as how-to’s, kid’s rooms, kitchen table, etc., each associated with the hashtag #GliddenTwitterChat.

Facebook Glidden’s Facebook page will serve as another outlet for users to share their experiences with the paint and DIY projects. They will be able to post photos and videos showing “before and after,” their inspiration, and even their special family traditions to be recognized and appreciated by all of the Glidden community. The page will have daily posts consisting of tutorials, links to small project ideas, and how-to’s.

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Media Mix & Budget Allocation * Traditional

* Magazine: $1.5 million FPG (color) for 3 months

* Non-Traditional

* YouTube/Hulu: Commercial: $250,000 daily X14=$3.5 million

* Radio Pandora: $100,000

* YouTube: Banner: 1.50 CPM ($100,000)

* iPhone App (Shopkick): Sponsorships

* Microsite: $5,000

* Social Media: $50,000

* Promotions

*

* Production Cost: $1 million

total expenditures * $7,505,000 out of $10 million

budget

In order to reach our campaign goals we will track key variables that indicate a successful campaign. These variables are expressed through sales, in-store experience, digital experience and brand perception. To measure our campaign effectiveness in meeting our three objectives, we will analyze in-store and digital sales data as well as survey results.

We will also evaluate the following: * Track the effectiveness of our sales promotions by measuring customer participation, coupon redemption rates and web visits. * Conduct monthly studies to monitor our campaign’s impact on the following:

awareness

purchase brand perceptions DIGITAL * Study the frequency and length of website visits, number of purchases, total amount of purchases, customer loyalty and site usability to analyze visitor trends * Track campaign success with Google Analytics * Social media efforts, banner ads and other executions will be ranked according to click through conversion rates * Brand perception will be tracked through social media analytics and surveys conducted before, during and after the campaign * Ad content and frequency will be cross-analyzed with the results of the surveys to determine whether a successful shift has occurred within the target market

Media & Eval

Evaluation

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Copyright 2013 Rebecca Jones Bethany Pichard Camille Simon Chrissy Yatros