Chapman University NSAC - Glidden

echo

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TABLE OF CONTENTS

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EXECUTIVE SUMMARY COMING FULL CIRCLE

RESEARCH

HEY, YOU, WANNA TAKE A SURVEY?

BIG IDEA

KIND OF A BIG DEAL

CAMPAIGN OVERVIEW

HONEY, LET’S JUST ASK FOR DIRECTIONS

CYCLE ONE ENERGIZE

CYCLE TWO ENGAGE

CYCLE THREE ESTABLISH

MEDIA

LIFE ON A DIME

PITCH & EVALUATION

DON’T MEAN A THING IF IT AIN’T GOT RESULTS. DOOWOP!

TEAM & SPONSORS #BOYCOTTSLEEP

EXECUTIVE SUMMARY COMING FULL CIRCLE

Greatness begins with a tiny spark of inspiration. Francis Harrington Glidden possessed one such spark when he launched a tiny furniture and piano varnish company out of his Cleveland home in 1875. Francis’ early persistence and vision allowed his company to evolve into the national paint company it is today, providing millions of people with the chance to initiate their own projects and means of self-expression.

Glidden’s journey has lit a spark of inspiration for us at Circle Advertising. We reside in Orange County, and represent a hodgepodge of demographics and experiences with one thing in common: the love of storytelling. Each year the National Student Advertising Competition has been an opportunity to embrace this love and break boundaries to ensure our client’s story is told.

We first worked with paint three years ago in our ‘Feel Free’ campaign for State Farm. In bringing our ‘Get Covered’ promotion to life, we literally covered 500 Chapman students with paint. The next year, we learned about in-store activations for our retail client, JCPenny. Last year, our NSAC client, Nissan, asked us to create a $100 million campaign for multicultural millennial Americans.

At Circle Advertising, our previous campaigns are not just our history, but sources of insight: Promotions with paint, In-store activations, Multicultural marketing.

By telling your story, we hope to share just a tiny spark of inspiration with your customers. We are Circle Advertising and, like Glidden, we work toward greatness.

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RESEARCH

HEY YOU, WANNA TAKE A SURVEY? PROBLEM STATEMENT Though Glidden’s brand recognition has increased since the launch in 2009 of "Glidden Gets You Going," Glidden faces intense competition within the decorative paints category. An exclusive partnership with Walmart will leverage Glidden as the most widely distributed paint brand, but large perceptual gaps in quality, knowledge, and service within Walmart stores serve as barriers to consideration and purchase among our three target audiences.

RESEARCH OBJECTIVES Define the gap between Glidden’s performance within Walmart stores and the benefits sought by target audiences.

The Challenge: Walmart for Paint for the Walmart Shopper

Determine the motivation behind starting DIY projects and the need to purchase paint.

To develop an integrated campaign that tailors the Glidden brand voice to the Walmart shopper in order to build recognition and instill trust in the Glidden Brilliance Collection.

Examine consumer attitudes and perceptions regarding the Glidden brand and Walmart as a paint retailer.

We conducted primary research to tackle brand obstacles and create an encompassing message that resonates with Glidden’s three target audiences. Through surveys, focus groups, interviews, and observations, we examined their general brand perceptions, lifestyle preferences, behaviors, and values. These insights shape the direction of our campaign.

808 General Insight Surveys Survey respondents from 41 states

Identify the main sources of influence and key purchasing triggers among target audiences.

EVENT IMPRESSIONS

214 Lifestyle Observations

552 Warlocks & Witches

078 Walmart Observations 062 Personal Interviews

327 Inspiration Station

015 Focus Group Participants SWOT ANALYSIS

STRENGTHS

OPPORTUNITIES

Glidden’s partnership with Walmart stores offers the convenience of one-stop shopping.

Low awareness of Glidden Paints The PPG acquisition increases selection among Walmart shoppers. potential growth for Glidden within the U.S. The low-cost image of Walmart

Glidden is currently the most widely distributed paint brand in the U.S.

translates into a low-quality perception of Glidden paint.

Inexperienced painters are not intimidated by the simplicity of Glidden and the accessibility of Walmart.

Glidden’s compelling backstory builds trust with target audiences.

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WEAKNESSES

There is a substantial disconnect between Glidden’s promotional efforts and Walmart as a retailer.

Current collateral materials do not reflect Glidden’s brand image.

THREATS Negative perceptions of Walmart stores among the general public.

Category expertise among competitors Economic recovery has stimulated and substitute distribution channels. demand for new home purchases.

Low frequency of painting occasions Partnership with Walmart stores throughout the year. increases Glidden’s exposure to a Specialty paint and home improvement wider audience. stores remain top-of-mind among DIY Growing popularity of DIY trends shoppers. throughout social media presents opportunities for paint purchase.

TARGET AUDIENCES PRIMARY| Opportunists

SECONDARY | Enthusiasts

TERTIARY | Traditionalists

These value-driven multicultural families are frequent Walmart and Walmart paint prospects, making them the primary focus of our campaign.

They are driven to make large impacts through minimal investments. Life changes present opportunities for DIY projects and small room makeovers.

Purchasing triggers such as promotions and discounts within Walmart stores strengthen consideration. Shopping is a family affair, and they are driven by improving the livelihood of their family.

Female millennial DIYers are current Walmart shoppers who seek value purchases to meet their budget constraints. They aim to add a personal touch to their surroundings, but are the least experienced with painting.

Inspiration is the driving force behind their motivation to get started, but confidence is the key to help them complete a project.

These older, Caucasian homeowners typically shop at Walmart for the low prices on everyday basics, but are loyal to The Home Depot when it comes to purchasing paint. They are the most experienced with home decor projects, but are driven by maintenance and practicality rather than inspiration.

PAULA |27

GABBY | 23

Mary | 62

Paula is a full-time nurse in Houston, TX. She owns a home with her husband and their daughter. Paula values her family, multicultural heritage, and upward mobility. In her free time, she enjoys enhancing her family’s living space through small DIY projects. Paula paints to celebrate major life events and finds inspiration primarily through blog posts and online tutorials from BlogHer.com.

Gabby is a recent university graduate who rents an apartment in Atlanta, GA. She has high career aspirations, and strives to move up into a management position at her current job. Her interests revolve around pop culture, fashion, and music while her values revolve around family, heritage, and self-expression. Gabby follows blogs and Pinterest boards for inspiration, and uses small paint and DIY projects as creative outlets.

Mary and her husband Phil recently retired and live in St. Louis, MO. She enjoys browsing Walmart for additions to her home decor, visiting new places with her husband, and spoiling her grandchildren, on occasion. Mary values family, religion, and tradition, and paints to maintain her home.

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RESEARCH

HEY YOU, WANNA TAKE A SURVEY? BARRIERS

Limited Home Improvement Channel Advocacy

WEAK BRAND RECOGNITION

LACK OF TRUST

Opportunists, Enthusiasts, and Traditionalists are unable to identify the Glidden brand position within the paint market.

The negative perception of the atmosphere and service within Walmart stores creates skepticism regarding the quality of Glidden paints.

Exclusive partnerships between competitive brands, such as Behr within The Home Depot and Valspar within Lowe’s, overshadow Glidden within this distribution channel.

“The Glidden name sounds familiar, but I don’t know much about it.”

“I don’t mind shopping at Walmart for the little things, but I don’t know if I could trust the quality of paint sold there.”

“I would use Behr because my family has always used them.”

Katie, 24

Jessica, 18

Lynn, 57

FOUNDATIONS

Economical

Accessible

distinct brand position

Glidden’s value pricing aligns with target audiences’ budgets.

The availability and convenience of Glidden within Walmart stores appeal to the needs of our target audiences.

Glidden differentiates itself by making the painting process easy, uncomplicated, and accessible to all skill levels.

“I would buy paint at Walmart if they have similar choices at a lower price.”

“I hate having to go to multiple stores for anything, so it’s a good idea for Walmart to sell paint because you can place your order and go grocery shopping while you wait.”

“The Glidden commercial made painting look easy, now I want to paint!”

Lana, 20

Colleen, 32

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Ashley, 21

ROMPE Before establishing the big idea, Circle Advertising immersed in a unique process that allowed us to connect with our target audiences and break through the barriers.

Rompe, (pronounced rome-peh), derived from the Spanish word "to break," is a creative process in which we analyzed research data, the paint market, current industry trends, and creative executions.

Each member of Circle Advertising absorbed the visual inspiration presented on 44 research boards and 2 interactive stations. The true nature of Glidden and Walmart’s brand identity, history, target audiences, and future all came together as we developed insights that would be the cornerstones of our campaign. The ideas inspired during Rompe kicked off a four-day brainstorm session which would define the creative direction for our big idea.

The Golden Circle By building upon Glidden’s current "Glidden Gets You Going" campaign, we will tailor our message to impact our target audiences: Paula, Gabby, and Mary. After conducting in-depth research into the brand preferences among these consumers, we determined that companies with a defined purpose have higher brand loyalty resulting in profit potential. This realization began our pursuit to identify Glidden’s brand purpose.

In this pursuit, we came across Simon Sinek, the creator of The Golden Circle and author of Start With Why: How Great Leaders Inspire Everyone to Take Action. Sinek believes that every brand must communicate starting with why–a motivating factor that gives purpose to a brand’s existence. The Golden Circle is a visual representation of this communication strategy which begins from the inside out. Brands must first define their why in order to determine their how and what.

Paula, Gabby, and Mary live in a cycle of influence between their heritage, experiences, and the world that surrounds them.

Memories and experiences create waves of inspiration that are reflected in their self-expression. They seek to make meaningful impacts in their lives through simple acts, and Glidden provides the tools for this expression, while Walmart provides the opportunity.

With our research insights and The Golden Circle in mind, we determined that Glidden differentiates itself by believing "self-expression fosters human connection and enriches the present moment."

Why does an organization exist?

How does a company function?

What does it sell? |6

The big idea KIND OF A BIG DEAL

WHAT’S YOUR FAVORITE COLOR? We asked this seemingly simple question to our 808 survey respondents and received over 250 unique responses ranging from "napa-diner-orange" to "tahiti-island-blue." It’s these unique responses that lead us to identify why color matters to our survey respondents.

For Paula, Gabby, and Mary, a simple 8-pack of crayons doesn’t cut it. Their favorite colors bring to life the seaside views from the first family road trip down the Pacific Coast Highway.

These small moments work to shape individuality and serve as inspiration for self-expression. The process of picking a favorite color is choosing a medium to convey character, personality, and heritage. Color is a way to create, transform, enrich, inspire, and connect with the world around them.

With this driving force, Circle Advertising found a way to communicate this intentional repurposing of memory, experience, and self-expression. Our big idea? Echo.

To communicate the concept of Echo to Paula, Gabby, and Mary, we developed our creative vision, Greatness Starts Small.

The best way for Echo to stay consistent with Walmart brand messaging is to reinforce value as a priority. It’s about the little, everyday actions that make a visible impact over time. Glidden provides the tools to transform a space into something more representative of Paula, Gabby, and Mary’s personality, while Walmart provides the opportunity.

TONE: Wholesome

Confident

Bold

Lively

TAGLINE: PAINT BEYOND YOUR WALLS Paint Beyond Your Walls invites Paula, Gabby, and Mary to re-experience a lasting moment and encourages them to enrich, not only their own home, but the lives and communities of the people around them.

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CAMPAIGN OVERVIEW

HONEY, LET’S JUST ASK FOR DIRECTIONS To spark inspiration within Paula, Gabby, and Mary, generate awareness of Walmart as a viable paint retailer, and build trust in the Glidden Brilliance Collection, creative executions will convey a fresh, wholesome, yet bold tone. Our targeted five-month campaign will be a strategic in-store effort across 120 Walmart stores in 17 markets that: energizes the Walmart customer by introducing them to the Glidden and Walmart partnership, engages them with Glidden through interactive programs, and finally, establishes trust in the Glidden Brilliance Collection.

MEDIA STRATEGY Over 40% of our budget is dedicated to in-store promotions and advertisements to attract existing Walmart shoppers. We will also employ a heavy online presence and mobile advertising to supplement partnerships. We feel that this specific mix of media will maximize target outreach, and highlight Glidden as an innovative, fresh, and inspirational company in Walmart stores.

PAID

EARNED

Paid media strategy will not include any TV, Radio, or Print media placements. We feel media primarily consisting of in-store and online activations will help raise targeted awareness for our specific audience: Paula, Gabby, and Mary. Glidden will establish a cohesive message that reaches across both in-store and online mediums in order to effectively communicate a confident brand voice.

Our earned media strategy will aim to provide incentive for Paula, Gabby, and Mary to engage with the Glidden brand in a personal and meaningful way. Through relevant partnerships and contests, we will encourage interaction on social media sites such as Instagram, Twitter, and Pinterest with the objective of creating a conversation between Paula, Gabby, and Mary and the Glidden brand.

Glidden’s online marketing campaign will establish Glidden as a credible source on home decor and improvement in addition to launching a cross-platform viral hub of inspiration for target audiences.

Overall Social Media Strategy To embody Echo and create a driving cycle between our in-store and digital media executions, our campaign integrates two-way consumer and brand interaction on Pinterest, Instagram, and Facebook, allowing our targets to achieve greatness by absorbing inspiration and reflecting it back into the world around them.

Online Advertising To increase brand presence, Glidden will place advertisements on websites that draw a large percentage of its target audiences, such as Walmart.com, RealSimple.com, DIYNetwork.com, HouseBeautiful.com, ThisOldHouse.com, and BlogHer.com Sponsored Content Glidden will sponsor content on BlogHer to feature creative DIY projects and provide readers with useful resources for home improvement and interior design.

Webpage Takovers Glidden will conduct takeovers on both the DIYNetwork and House Beautiful webpages to substantially increase Glidden’s visibility among its target audiences. These takeovers will include editorial content that features striking interior design ideas accompanied by how-to’s for readers to incorporate them into their home decor.

Google Adwords To further bring Glidden to the forefront of our target audiences’ minds and support Glidden’s growing web presence, we wi ll place Glidden ads through Google Adwords with keyword searches for "Walmart," "interior paint," "Glidden," "DIY projects", and "how to paint."

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Pinterest Strategy Glidden will capitalize on RealSimple.com and HouseBeautiful.com’s robust media audience with engaging content on Facebook and promotions on Pinterest. Glidden will provide inspiration and encourage confidence by providing tips, how-to’s, and tutorials for all home decor projects. Glidden will also use this medium to promote partnerships and increase target audience interaction. **see cycle 2 for more detailed description of Pinterest activation** PR Earned Media Strategy Through partnerships with brands such as MainStays, KitchenAid, Play-Doh and Sally Hansen, Glidden will receive heightened exposure.

The Glidden Brilliance Collection will become more than just a paint brand, but a source of inspiration and opportunity to increase value in everyday experiences.

Interactive promotional events outside of Walmart, such as Inspiration Station, will provide our targets with first-hand interactions with Glidden paint, allowing them to experience the enjoyment and ease of the painting process. Once Paula, Gabby, and Mary achieve confidence to create and increase personal value, our PR initiatives will reinforce Glidden as a creative partnership they can rely on to enhance the value of their communities as well.

Paint beyond your walls

Glidden gets you going.®

Online Banner advertisement

OWNED

COLLABORATIVE

Our owned media strategy will allow Glidden to utilize existing touch points to raise overall perception of the Glidden brand in Walmart. In-store signage and collateral, as well as the Glidden microsite, will serve as a cost-effective way for Glidden to reach Paula, Gabby, and Mary.

Glidden will establish itself as the go-to brand for the most sought-after questions and inspirational ideas for any home project.

Microsite Glidden’s microsite will communicate the Paint Beyond Your Walls message. The site will act as a space where Paula, Gabby and Mary can go for tools and tips on how to transform personal spaces into rooms where moments are created. The microsite will empower visitors to reflect their personal style within their home.

Our collaborative strategy will demonstrate Glidden’s mission to inspire and empower Paula, Gabby, and Mary through a variety of partnerships. These brand experiences will allow Paula, Gabby, and Mary to interact with Glidden on a more personal level.

Partnerships will tailor awareness to each Paula, Gabby, and Mary, respectively.

BLOGHER.COM The only Top 10 Women’s Web Property that provides viral distribution of quality content and contextual brand messaging via digital, social, mobile, video, in-person, and sampling activations, delivering best-in-class multi-channel offerings in a single transaction.

Key content categories: DIY, Style (Fashion & Beauty), Parenting, Entertainment, Lifestyle.

HOUSEBEAUTIFUL.COM HouseBeautiful.com is building the biggest design library on the web, inviting users to discover their style through a broader depth of images, direct links to trusted resources, additional expert opinions, and extended in-book features to choose the best for their homes.

DIYNETWORK.COM

Paint beyond your walls

It is the go-to website for the how-to information you need to make the most out of your home, both inside and out. Contains a vast library of content from DIY Network’s programs and experts that answer the most sought-after questions and offer creative projects for do-it-yourself enthusiasts.

More than 55,000 resources and over 10,000 short-form videos.

DIYNetwork.com provides the advice and inspiration to power the "can do" attitude inside us all.

Offers quick and elective fixes for home, meals, celebrations, and messes. Helps women navigate through money, friendships, family, laughter, and love. Provides an inspiring and encouraging space.

Glidden gets you going.®

Online Banner advertisement

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energize

Illuminate+Grow To familiarize current Walmart Shoppers with the Glidden Brilliance Collection we will introduce Walmart as a viable paint retailer for the Walmart shoppers, Paula, Gabby and Mary, and rely heavily on in-store activations that drives recognition of the Glidden Brilliance Collection within stores.

THE GOOD DINOSAUR "If you ever get to choose And boy were we lucky when Glidden aligned itself with two of the most powerful between being lucky and brands in the world, Walmart and Disney. When we came across the exclusive line of being smart, choose luck." decorative Disney top coats and paints for Walmart, we had already been working on a partnership with Disney’s upcoming Pixar film, The Good Dinosaur (May 2014).

John F. Cooke President, The Disney Channel 1985-1996

The fact that this partnership came out as a surprise to us made it feel as if it was a sign: There was no better way to start this campaign than with a huge in-store partnership and promotion with The Good Dinosaur.

With the backing of a brand such as Disney, Glidden will attract and bring awareness to young families and other target audiences, while also strengthening Glidden’s recent alignment with the Disney Paint Collection exclusive to Walmart. Pixar’s broad range of appeal makes The Good Dinosaur ideal for a partnership that garners national awareness, but with punctuated in-store engagement of Paula, Gabby, and Mary.

IN-STORE STRATEGY The Good Dinosaur and Glidden will take over select Walmart stores with dinosaur footprint decals featuring a SnapTag that will connect to an interactive DinoVision app.

DinoVision App

The Good Dinosaur tells a story that answers the question, "What if the asteroid had missed?" We decided to play off this story and create an augmented reality application.

When the SnapTag is scanned by a mobile camera device, the augmented reality experience will display dinosaurs existing in our world. In this case, dinosaurs finishing up their Walmart shopping.

Additional Good Dinosaur Executions: Glidden Pinterest boards that feature custom color palettes specific to scenes from the movie.

The Good Dinosaur downloadable coloring pages.

A chalkboard display using Disney Great Slate Chalkboard Paint will be on the aisle end cap.

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COMMERCIAL

Dad is admiring painted wall and holding a paint roller. Daughter enters frame.

Daughter fully enters frame. She is pregnant.

Daughter places a picture frame on wall.

Zoom in on picture frame.

When picture fills entire frame, transition to live scene of daughter with her parents on the beach.

Glidden logo and tagline appear as action continues in background.

RECEIPT REVAMP For the entirety of the Energize cycle, Glidden will showcase the colors of their Summer 2014 Collection on the backs of receipts within our targeted locations.

After two weeks, DIY tips will be printed as an overlay of the paint graphic.

After three weeks, Glidden Brilliance Collection coupons will be printed on the back as an overlay to transition into Cycle two: Engage.

MEDIA LAUNCHES ONLINE

IN STORE

Release two, :15-second commercial spots.

Play two, :15-second commercial spots on checkout TVs.

Activate Walmart homepage revamp.

Install shopping carts with heat activated "mood" handle bars, and Glidden paint swatches on flip seats. Copy will read, "For inspiration about your color, go to the paint aisle."

Embed microsite within Glidden.com.

Implement endcap displays in paint aisle.

Modify conveyor belt with 3D paint splatter decal.

Distribute Glidden in-store brochures.

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Engage

connect+activate Jumpstart interactions between Paula, Gabby, and Mary and the Glidden Brilliance Collection to strengthen the Glidden brand belief.

Using social media and promotional events, we invite Paula, Gabby, and Mary to explore their creativity with tools provided by Glidden and Walmart.

INSPIRATION STATION 30ft

Glidden Sample Testing

DIY crafts and seminars 60ft

Create with Heart Booth

Inspiring others to inspire themselves.

We kick off the Inspiration Station tour in Houston, Texas and travel across our top 10 markets in the US. Two Glidden event specialists, hired specifically for this execution, will set up interactive pop-up shops in Walmart parking lots. Stations will have painting tutorials and opportunities to work with Glidden paint to fuel creativity and inspire confidence in the painting process.

DOLLAR Diy

create with heart

One week before the event in each city, Glidden will take over the Walmart Dollar section and fill it with materials for DIY projects.

Collateral brochures with DIY tips, project ideas, how-to’s.

The Glidden sponsored Create with Heart initiative will support the Make-A-Wish Foundation and bring communities together in conjunction with the Inspiration Stations.

Participants will put their creativity to a good cause to create personalized, hand-drawn cards that will provide encouragement for children with life-threatening illnesses.

Dollar DIY craft supplies.

Information about the coming Inspiration Station tour.

Information about the Inspiration Station will also be available on the Inspiration Station blog, which will contain dates, photos, updates, and everything about the event.

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Community members will watch a "wish wall" grow as individuals add paint chips of well-wishes and inspiration to children sponsored by the Make-A-Wish Foundation.

Wish walls will be transported to local children’s hospitals to serve as art installations and colorful reminders that greatness starts with the small act of love, to let a child know they are not alone in their struggles–their community and Glidden are right beside them, providing accents of joy in their lives.

FREE PRESS SUMMER MUSIC FESTIVAL Our Inspiration Station tour will kickoff in Houston, Texas where we will join Enthusiasts in sharing creativity and generating connections at the Free Press Summer Music Festival. This year Glidden will transform the Color Slide, an annual highlight of the festival, and create a new tradition, The Slide Challenge.

THE SLIDE CHALLENGE In this challenge, teams will be awarded points based on their style, speed, and of course, creativity. The winning team will be featured in a video broadcasted on the Glidden microsite and promoted for wide social media reach.

Each member will be invited to leave their mark on a blank canvas after finishing their race, creating an art installation that will hang inside Walmart to promote Glidden’s products and environmental innovation.

PINTEREST Glidden will use Pinterest as a platform to serve as the source of inspiration for Paula, Gabby, and Mary. In-store promotions will encourage customers to visit Glidden’s Pinterest page to glean and share inspiration.

Pinterest boards highlighting brand partnerships will promote engagement, while boards featuring inspiration photos will drive content from Glidden to the Pinterest community.

4TH OF JULY TAKEOVER The 4th of July weekend marks 8.1% increase in foot traffic to retail stores. To increase brand interaction with Paula, Gabby, and Mary during this crucial weekend, Glidden will create the "Pin your city red, white, and blue" Pinterest contest.

#colorSOS Glidden will partner with interior designer, Shannon Kaye and master craftsman, Steve Bull, from the DIY Network show, Fresh Coat. Using Instagram as a two-way communication tool, these designers will provide expert advice to motivate painters and reinforce the message that anyone can paint.

Participants will post a photo displaying an interior space they want to remodel and use the hashtag, #colorSOS, along with a brief caption describing what inspires them to recreate this space.

The designers will then collaborate to design a one-of-a-kind Glidden palette and decor sample tailored for each Instagram post.

Shannon and Steve will leave a personal message on the original image directing participants to view their professional design suggestions on the Glidden Instagram profile.

MEDIA LAUNCHES ONLINE

IN STORE

Embed microsite within Glidden.com.

Endcap displays in paint aisle.

Implement Facbeook sponsored stories linked to microsite.

Incorporate take home brochures near checkout stand and collateral on DIY tips in dollar section.

Activate Walmart homepage revamp.

Modify conveyor belt with 3D paint splatter decal.

Customize Glidden sponsored advertisements on checkout television.

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Establish

Motivate & Maintain Enable a lasting connection between Glidden and target audiences through strategic partnerships that extend Glidden beyond paint.

Integration with products that Paula, Gabby and Mary already buy within Walmart will consistently remind them of Glidden’s presence in the store.

SALLY HANSEN NAIL POLISH In order to capitalize on the 51% of women who purchase beauty products at Walmart, Glidden will launch a partnership with Sally Hansen.

Two exclusive Glidden colors and one texture will be grouped in complementary kits consumers are invited to mix and match.

End cap featuring take-home collateral printed on paint chips with tips for nail art designs. Materials to create DIY nail art found in Walmart will be grouped and sold from the Sally Hansen end caps with nail art how-to takeaways.

MAINSTAYS Glidden and Walmart Brand, MainStays, will collaborate on ten limited edition candles with colors from Glidden’s Top Ten Summer Colors.

The scents will draw upon the same nature scenes presented in online banner ads.

Limited edition scratch-and-sniff paint chips will reinforce the association between color and memories by adding to the sensory experience.

PLAY-DOH Glidden values expression through creativity in all shapes and sizes. In order to foster expression within the children and grandchildren of Opportunists and Traditionalists, Glidden will team up with Play-Doh to sell painting inspired Play-Doh accessories.

Play-Doh containers modified to mirror the Glidden Brilliance Collection packaging.

Play-Doh sculpting ‘paint brush.’

Play-Doh palette board.

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KITCHENAID

Glidden will turn one individual’s dream into a reality with the KitchenAid "Fresh Coat" Sweepstakes, sponsored by Glidden.

Online webpage takeovers and sponsored content on outlets such as the Walmart Home Department pages and RealSimple.com will promote the contest.

Vinyl end-caps showing KitchenAid paired with matching Glidden paint.

In-store displays and promotions will drive shoppers to the Glidden microsite, where they can enter to win $25,000 towards their dream kitchen.

BRUSH IT UP By partnering with the non-profit, Keep America Beautiful, Glidden will broaden its philanthropic efforts in target cities, directly impacting local communities and the people that call them home. The "Brush It Up!" initiative will encourage communities to take action through Twitter. By simply taking a photo of a community space that needs repainting and using #GliddenBrushItUp, participants will have the opportunity to receive materials for a Glidden Makeover.

Winners will be awarded a voucher for free Glidden paint that can be picked up at their local Walmart.

Progress reports of these community projects will be documented through tweets, photos, and editorials that will be featured on the microsite.

MEDIA LAUNCHES ONLINE Transform microsite into a tab on Glidden.com.

IN STORE Glidden advertisements on checkout TVs. Implement endcap displays in paint aisle.

Modify conveyor belt with 3D paint splatter decal.

Integrate Facebook sponsored stories linked to microsite.

Update in-store collateral and take home brochures at checkout.

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MEDIA

LIFE ON A DIME OKLAHOMA CITY, OK

CHICAGO, IL YOUNGSTOWN, OH

DENVER, CO

SEATTLE, WA

BOSTON, MA PHILADEPHIA, PA PORTLAND, OR ST LOIUS, MO

LITTLE ROCK, AR ATLANTA, GA

LOS ANGELES, CA

JACKSON, MS

DALLAS, TX AUSTIN, TX

NEW ORLEANS, LA

HOUSTON, TX

top 10 media markets

St. Louis, MO

Little Rock, AR

Jackson, MS

Missouri is known for The home state of SEATTLE, WA having a high rate of Walmart, Arkansas Walmart store locations boasts the most in relationship to the Walmarts. Walmarts state size. Its proximity account for 3.5% of PORTLAND, OR to Arkansas, is a large the entire Arkansas factor to this. employment.

LOS ANGELES, CA

Youngstown, OH

Jackson is noted as one of the top DIY cities (Google Trends) and also is in Mississippi, one of CHICAGO, IL the states that has a high concentration of ST LOIUS, MO Walmart stores.

DENVER, CO

OKLAHOMA CITY, OK

Seattle, WA

Youngstown is also Seattle is one of the top a state that features cities that are trending many DIYers.BOSTON, MA for creativity.

YOUNGSTOWN, OH

PHILADEPHIA, PA ATLANTA, GA

LITTLE ROCK, AR

JACKSON, MS

DALLAS, TX

Houston, TX

Boston, MA

AUSTIN, TX

Atlanta, GA

HOUSTON, TX

Houston is high in creative trending and is trending for DIY projects.

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Boston is known to be one of the most creative cities.

New Orleans, LA NEW ORLEANS, LA

Atlanta is trending in creativity, features the most searches for competitors such as Home Depot, and is the location that has the most ‘Glidden paint’ searches.

A neighboring state to Arkansas, Lousiana is one of the most poor states in America.

Walmart’s low prices and high amounts of stores increase popularity in Lousiana.

Los Angeles, CA California is one of the most populous states due to its size, and Walmart is trying to take hold of the great economic capabilities.

CYCLE 1: ENERGIZE MAY

week of (starting Mondays)

28

CYCLE 2: ENGAGE JUNE

5

12

19

26

2

CYCLE 3: ESTABLISH

JULY 9

16

23

30

AUGUST 7

14

21

28

SEPTEMBER 4

11

18

25

1

8

15

Cost

22

Impressions

$3,360,000

68,392,349

Blogher.com

$550,000

1,248,000

DIY Network

$440,000

7,800,000

Real Simple

$700,000

45,000,000

House Beautiful

$800,000

1,200,000

This Old House

$400,000

1,028520

Free Press

$10,000

1,840,000

Online

Walmart Homepage

$250,000

1,161,000

Glidden.com Revamp

$0

600,000

Microsite Homepage Takeover

$0

600,000

Google SEO

$60,000

7,609,619

Pinterest Partners

$150,000

305,210

$4,270,849

529,250,000

Check - out TV Commercials

$41,366

28,700,000

Check- out TV DIY Tips

$20,683

16,400,000

Cart Takeover

$8,000

10,250,000

Conveyor Belts

$600,000

45,100,000

Receipts

$420,000

45,100,000

In- Store Pamphlets

$276,000

45,100,000

Glidden Aisle Signage

$16,800

45,100,000

Glidden End Caps

$72,000

45,100,000

Sally Hansen End Caps

$18,000

5,250,000

KitchenAid End Caps

$36,000

9,450,000

The Good Dinosaur Parking Lot Decals

$20,000

18,450,000

The Good Dinosaur Floor Decals

$200,000

16,400,000

The Good Dinosaur Display

$110,000

18,450,000

The Good Dinosaur Take- Home Stencils

$480,000

82,000,000

July 4th Takeover Displays

$1,200,000

82,000,000

Dollar DIY Displays

$752,000

16,400,000

$120,000

1,050,000

Dinovision

$20,000

350,000

Digital Coloring Book

$100,000

700,000

$500,000

11,002,480

$500,000

11,002,480

$54,000

13,998,030

July 4th Pinterest

$36,000

213,030

Instagram Contest

$8,000

351,000

KitchenAid Contest

$10,000

13,434,000

$904,200

10,435,400

Sally Hansen

$0

525,000

The Good Dinosaur

$0

6,150,000

Free Press SF

$20,200

184,000

Kitchen Aid

$0

1,343,400

Keep America Beautiful

$200,000

1,250,000

Main Stay

$342,000

530,000

Play-Doh

$342,000

453,000

In-Store

Mobile

Events Inspiration Station

Contests

Partnerships

Production

$790,951

Commission

$644,633

Contingency

$146,318

TOTAL

$10,000,000

634,128,259

Sources: SRDS, Ad-ology, MRI, Google Analytics, Google Adwords, Quantcast, Clear Channel

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PITCH & EVALUATION

DON’T MEAN A THING IF IT AIN’T GOT RESULTS. DOOWOP! MEASUREMENTS/METRICS We predict a measurable increase in awareness and consideration for the Glidden Brilliance Collection based on the high number of impressions that will be garnered with the Echo campaign. This increase in consideration will spur higher sales growth and ultimately establish Glidden and Walmart as the first choice for all decorative painting projects.

Surveys/ Focus Groups (Post Testing) Awareness of paint in Walmart Consideration of the Glidden Brand Purchase of the Brilliance Collection Willing to Recommend

IN STORE

ONLINE

Foot Traffic to Glidden Aisle Event Attendance

Social Media Engagement Traffic to Glidden Website and Microsite

PR PITCH PLAN Event Free Press Summer Music Festival

Inspiration Station Tour

Make A Wish Foundation - Create with Heart

Keep America Beautiful - Brush It Up!

Pitch Date 5/12/2013

5/19/2013

5/19/2013

7/21/2013

Description

Publication SPIN

Glidden sponsors paint slide challenge to inspire creativity in FPSF attendees

Alternative Press

Glidden sponsors paint slide challenge to inspire creativity in FPSF attendees

Austin Chronicle

Glidden showcases environmentaly-safe product innovation by installing FPSF paint slide in local Walmart

Better Homes & Gardens

Glidden to host free DIY workshops outside select Walmart locations to inspire home decor ideas

USA Today

Glidden to sponsor free DIY crafting stations for families at select Walmart locations

The Examiner

Glidden to hold free DIY workshops and crafting stations outside select Walmart locations

Parents

Glidden uses art and creativity to support children at the Make A Wish Foundation

The Oprah Magazine

Glidden wish walls bring communities together for Make A Wish Foundation

Better Homes & Gardens

Glidden uses Twitter to inspire DIYers to use their talents to enhance community spaces

New York Times

Glidden and Keep America Beautiful use Twitter to transform outdoor spaces across the U.S.

35%

EVALUATION

22%

conversion

80%

conversion

conversion

BEFORE

Our campaign generates over 645 thousand impressions. Our reach with the Echo campaign will increase Glidden’s total awareness and consideration, thus increasing total sales and the number of Glidden brand advocates.

66% awareness

35%

conversion

23% consideration

22%

conversion

5% purchase

80%

conversion

4% willing to recommend

BEFORE 66% awareness

23% consideration 48%

33%

conversion

4% willing to recommend

5% purchase 85%

conversion

conversion

AFTER 82% awareness 19 |

AFTER

48%

conversion

39% consideration

33%

conversion

13% purchase

85%

conversion

11% willing to recommend

Sponsors & Team #boycottsleep

Faculty Advisor

Account Planning

Creative

Cory O’Connor

Mi Mai, Director Nikita Hegde Jason Kramer Tommy Miers Elizabeth Paffenbarger Emily Pizanie Aileen Yoon

Tavish Ryan, Director Hayden Boal Austin Carroll Kelle Leonard Fiona Mares Evan Woods

Media

Promotions

PUBLIC RElations

Dasha Dorlandt, Director Alexandra Contreras Max Edison Missy Kockos Michael Latt Marissa Maynor Nicole Shay

Justine Suzuki, Director Bogart Avila Adam Harris Rae Haskell Kayla Moe Nicole Mynott Mariana Netto

Chaz Silva, Director Allegra Batista Hannah Darbourne Sophie Lerner Michelle Woods

Cheril Hendry claudine jaenichen Jerry Price MK Printing Veston Rowe allie seymour Janell Shearer

Eric Spiegler DanielE Struppa Dawn Taubin christian Tachiera PETE VANDER PLUYM Richard Wang tank the car

Account Executives Katrina Alonso Bryce Anderson Olivia Barker

special thanks to: Bob Bassett James Doti SORREL GEDDES mary GILMORE JULIE GORZIK Lisa haile BRIAN HAMILTON

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