TABLE OF CONTENTS 02 // EXECUTIVE SUMMARY 03 // RESEARCH 05 // INSIGHTS 06 // OBJECTIVES 07 // CREATIVE BRIEF 08 // CREATIVE 13 // PUBLIC RELATIONS 14 // MEDIA 16 // SCHEDULE & BUDGET 18 // EVALUATION 19 // THANKS & SOURCES
In the beginning of the century, we experienced the biggest real estate bubble in history. Never before had house prices risen so fast, for so long, in so many countries. Many Americans struggled, as they no longer could afford to build their dream home for themselves and their families. This made way for DIYers and economy shoppers, giving them the opportunity to bring out their creativity and brilliance to reinvent themselves and their homes. With this in mind, building a market share with the DIYers and the economical shoppers is absolutely necessary. Glidden needs to connect with these audiences, and will do so by generating increased awareness and perception about the brand through an effective and exciting campaign devised by us; The Hawaii Pacific University NSAC Team. We believe that the Wal-Mart exclusive Glidden Brilliance collection offers many quality features that benefit the target audiences, but unfortunately the target audiences do not share our beliefs. They do not recognize Glidden as a quality paint brand, and therefore loses eminence in comparison to other larger, more distinguished paint brands. The affiliation with Wal-Mart does not seem to help the situation either. In summary, the target audiences´ perception of Glidden Brilliance is lacking the “color” that Glidden justifiably deserves, and we intend to change that. We asked our three target audiences about important factors when choosing the right paint for their home improvement projects. Their responses led us to our grand idea. We want to display that choosing Glidden Brilliance is simply:
“A Stroke of Brilliance.”
Our creative communication with the target audiences all revolves around one thing; we want to get the target audiences to experience the brilliance of Glidden, through a fully integrated multi-platform marketing campaign.
OBJECTIVES & METHODS
Glidden strives to be a fun, friendly and an uncomplicated brand, which can still surprise its consumers by being modern, fresh and unexpected. With this tonality in mind, we wanted to explore the possibilities of establishing a flourishing brand-consumer dialogue through interactivity and bright ideas. For our campaign to be successful, we first needed to locate specifics on who actually buys paint, and why. We set out with some objectives to further understand the target audiences. We wanted to find out… 1. How many of T1, T2 and T3 were aware of paints available at Wal-Mart, and more specifically – who actually purchases paint at Wal-Mart? a. What are the differences and similarities between these target segments? 2. What are the behavioral and psychological factors that motivate these target audiences to purchase paint at Wal-Mart, and what advertising language do they respond to? 3. What are the demographics of our target audiences that reveal the most active DIY states, cities and WalMart stores for planning an in-store tactic that hits the most critical areas with the most prominent portion of desired target audience? 4. How do the target audiences perceive Glidden Brilliance as opposed to competitors, and what influences their purchasing decision? 5. What motivates consumers to initiate a paint project?
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QUANTITATIVE SURVEYS 50 U.S. States & U.S. territories of Guam, American Samoa & Puerto Rico
TARGET AUDIENCES QUESTIONAIRE IN STORE SURVEYS Surveys conducted at Wal-Mart
PRODUCT SAMPLERS From 18 to 60 years old
WAL-MART MANAGER INTERVIEWS
General Manager and Paint Department Manager at two locations
TARGET AUDIENCE 1 - MAKE IT MY OWN TARGET AUDIENCE 2 - FAMILY FOCUSED TARGET AUDIENCE 3 - MAINTENANCE & DECÓR
• Wal-Mart is the exclusive carrier of the Glidden Brilliance collection in more than 3,500 stores nation wide, many of which are open 24 hours and within 15 minutes away from 90% of the country´s population, making Glidden the most accessible paint brand in the country • Glidden Brilliance’s simple 306-color pallette is helpful to the impulsive buying style of the target Wal-Mart shopper
• Lack of Glidden brand awareness with the younger target audiences, specifically within T1 (make it my own) and T2 (family focused) • Glidden is perceived as lower quality paint due to its affiliation with Wal-Mart • Lacks a noticeable media presence
• Glidden has a history of being innovative, which gives them credibility in the market, and allows for marketing flexibility
• Employees lack the proper guidelines to influence the purchase towards Glidden Brilliance products
• Develop a dialogue between Glidden Brilliance and T1 and T2 through social media to nurture a better perception of the brand
• Painting projects are a rare occurrence with the target audiences; making paint a product with a low necessity level and a low purchasing frequency, averaging once in a 5-year cycle
• Establish a higher loyalty towards the Glidden Brilliance collection through encouraging younger demographics to engage in smaller projects
• More involvement from employees to favor Glidden Brilliance in the purchasing decision • Establish a noticeable in-store presence to increase impulsive buys
• Target audiences have established a preference for competitive brands, specifically Behr, Sherwin-Williams and Valspar
• Competitors are fighting for market share
THE TARGET AUDIENCE - DIYERS AND WAL-MART SHOPPERS
TARGET 1: MAKE IT MY OWN • Younger generation • Average age of 18 to 34 • The majority rents apartments or single-family houses together with a significant other or friends/ roommates with lower income • 3 out of 4 shop at Wal-Mart • 78% would buy or are open to buying paint at Wal-Mart • Prefers shopping at Home Depot, but lacks motivation to engage in a home improvement project • Not confident to make quick decisions • Spend a substantial amount of time in the consideration stage, leading to a slow home improvement process
• • • •
TARGET 2: FAMILY FOCUSED • Renters or owners of a single-family home with a mortgage or loan attached • 4 out of 6 are planning a home improvement project in the next 12 months • They buy paint at Wal-Mart, but they prefer shopping for any supplies needed for home improvement projects at Home Depot, with WalMart as a second choice, ahead of Lowe´s • Family comes first, making home improvement a lesser priority, resulting in slow progress
DIY projects save them money They are looking for great ideas Product preference depends on the reviews and opinions of others Product loyalty depends heavily on actual trial and experience
TARGET 3: MAINTENANCE & DECÒR • Older target audiences of Caucasian descent and high family values; baby boomers who own a single-family home and have a slightly higher income • Have more experience • Neglect bedroom and bathroom projects • 1 out of 2 is planning or is open to the idea of doing home improvement within the next 12 months
KEY COMBINED INSIGHTS
WHAT DO THE TARGET AUDIENCES KNOW ABOUT GLIDDEN? Primary research indicates that our target audiences do not name Glidden as their preferred paint brand. They are neither aware of Glidden Brilliance being sold at Wal-Mart, nor do they believe that Wal-Mart carries quality paint. The general perception of products being sold at Wal-Mart seems to be associated with lower quality. Glidden does not seem to be associated with their brand promise, as very few relate Glidden with fun and freshness.
of our product testers WOULD PURCHASE Glidden Paint after testing.
From our research, we found that brand awareness is relatively low. Although Glidden has been around since 1875, our target audiences were unable to recognize it as a distinguished paint brand, categorizing it as cheap-looking and visually unappealing compared to its competitors. Factors that motivate brand preference are customer reviews and ratings, previous experience and the visual image of the brand. Purchasing motivations were identified as making them feel they have the time needed to initiate a project, and also boosting their confidence, making them feel competent to engage in home improvement.
WHAT DOES THIS MEAN FOR GLIDDEN?
Glidden desires to uphold a certain brand perception of encompassing the features mentioned in the research foundation. Through our primary research however, we found a lack of cohesiveness between what the brand desires and what the audiences identify. This calls for a campaign strategy that rejuvenates the desired audience perception, but also establishes various new values and features that were highlighted as important through our research. Our campaign also needs to emphasize the convenient affiliation of the Glidden Brilliance collection and the Wal-Mart brand, convincing the target audiences that choosing Glidden Brilliance is not just a smart choice; it´s “A Stroke of Brilliance.”
of our product testers HAD HEARD about Glidden Paint prior to testing.
of our target audiences claimed Glidden Paint as their PREFERRED PAINT BRAND.
OBJECTIVES 1. Establish Wal-Mart as the top of mind consideration for smaller home improvement projects. Target: T1, T2, & T3. 2. Increase awareness of the availability of the Glidden Brilliance paint collection at WalMart. Target: T1. 3. Establish Glidden Brilliance as the preferred paint brand available at Wal-mart. Target: T1, T2, & T3 4. Encourage product trial by demonstrating new uses of Glidden Brilliance in order to reach the younger consumers (18-35 years). Target: T1 & T2 5. Improve the target audiences perceived value of the Glidden brand, and Brilliance collection. Target: T1 & T3
Objectives reference symbols
CREATIVE BRIEF THE OPPORTUNITY IS:
We intend to connect with the Glidden Brilliance target audiences through various channels that encompass our objectives and what we believe are the main reasons why Glidden Brilliance distinguishes itself from its major competitors. Glidden Brilliance is unique with its availability through WalMart, and how it focuses on being an affordable premium quality paint. We believe we can institute a more fun and daring concept for Glidden Brilliance, through the incorporation of Brilliance as an action word not just as a product name.
OUR PROPOSITION IS:
To establish a brand preference both in-store and in the market, Glidden Brilliance needs to showcase their “Stroke of Brilliance,” and help customers gain confidence to identify theirs. Through an integrated targeted strategy we believe that we can achieve our set objectives, and utilize the budget in an efficient and reasonable manner.
REASON TO BELIEVE:
Once the target audiences had the opportunity to sample and experience Glidden Brilliance, they immediately changed any negative perception they had prior to the trial. In fact, 5 out of 6 participants said that they would consider buying Glidden Brilliance after testing the product. They liked how well it covered the material and that it didn´t have a strong smell or odor. When made aware that quality paint could be found at Wal-Mart stores, the target audiences would come to realize that pairing the WalMart brand and the Glidden Brilliance is in fact “A Stroke of Brilliance” due to all its benefits for the busy everyday individual.
The concept for the magazine print ad for “A Stroke of Brilliance” will capture the attention of the current and future DIYers. We will be running a two-page advertising spread in Better Homes & Gardens, a monthly publication, in select cities, throughout the entire campaign. Additionally, we will strategically place ads in The Family Handyman and the specialty magazine Better Homes & Gardens: Do-it-yourself that is published in May. The Family Handyman targets the men, a demographic that is not reached by Better Homes and Gardens. The ad folds together to highlight the convenience of saving time and money by using Glidden Brilliance Collection.
Pandora has great potential to reach a wide array of audiences. The 15 second commercial spot will play for the entire duration of the Glidden Brilliance campaign. It will encourage listeners to click on the ad, which will lead them to the Glidden Brilliance campaign Facebook page. This goes for both PC and mobile device versions of the ad.
SCRIPT FOR PANDORA AD
“AAAhhh experience “A Stroke of Brilliance” today. Click to continue to our Glidden Brilliance Facebook page. Win a makeover for your room.”
Our final execution of print media will be advertorials in college newspapers. This will target our emerging DIYers, capturing them while entering the housing market before they have established paint brand preferences.
SOCIAL MEDIA FACEBOOK, PINTEREST, INSTAGRAM
The “Stroke of Brilliance” campaign will inspire users of Facebook, Instagram, Pinterest, and YouTube to create their very own “Stroke of Brilliance.” Glidden Brilliance’s Facebook page will feature a competition and a Rorschach paint personality test to tie in the campaign, kickstarting the “viral” spot. In addition, Pinterest will feature moodboards to get the target audiences inspired, which in turn can be used with the in-store interactive kiosks to help with paint selection. Traffic to the social media websites will be encouraged by integrating all these aforementioned sites together. This will result in an active dialogue between the consumer and the brand, making all sites cohesive to the campaign and dynamic at all times.
The hashtag #astrokeofbrilliance is an important element for linking all media platforms together.
SOUND OF SOMEBODY PREPARING A BUCKET OF PAINT.
VO: WHAT IS THAT...? CUT TO CLOSE UP OF FACE.
VO 1: WHAT SHALL WE DO ABOUT THIS? VO 2: PEOPLE NEED TO KNOW!
PERSON COMES INTO FRAME, AND GETS READY TO PAINT.
PERSON STUMBLES AND SPLATTERS A RORSCHACH ON THE WALL.
VO: WOW.... LEANS SLOWLY FORWARD.
VO 1: CAN YOU SEE IT? IT’S BRILLIANT! VO 2: SEE WHAT??
VO 1: WHAT?? LOOK AT IT! VO 2: OH! OHH MY...
VO: CROWD CHATTER, AAH-ING AND OOH-ING. TAKING PICTURES AND CRYING OF JOY.
VO: WHAT IS THE STROKE OF BRILLIANCE? CAN YOU SEE WHAT THEY ARE SEEING? SHARE YOUR OPINION ON FACEBOOK AND WIN GREAT PRIZES.
VO: GLIDDEN BRILLIANCE, EXCLUSIVELY AT WAL-MART.
30-second spot to use in social media to kickstart the campaign, aimed at T1 and T2 to spark curiosity and increase awareness.
POINT OF PURCHASE When the mat is activated, a soundclip will be played: Choir high pitch â€œAAAhhh.â€?
Interactive kiosk for the consumer to explore the paint collection, integrated with social media.
Plates in carts will showcase ad for Glidden Brilliance with QR-code leading to Facebook campaign page.
Sensor mat will dim lights on other collections and activate sound function.
PUBLIC RELATIONS THE GLIDDEN BRILLIANCE FOUNDATION
In-store advertisement will appear at Wal-Mart stores in the top 5 DIYer states in the US, while on National Paint Day, in a select store in Chicago (considered the top DIYer city), there will be a surprise flash mob with dancers, singers, etc. when someone steps on the mat and enters their name into the tablet/kiosk.The event will be filmed and used as viral social media advertising. In addition, floor banners will be in all Wal-Mart stores that sell Glidden Brilliance paint. There will be two floor banner advertisements at every entrance promoting the brand to create awareness.
Powered by the Glidden Brilliance Foundation in association with Make-A-Wish Foundation, National Paint Day will be held on July 5th to encourage individuals to create their own “Stroke of Brilliance” by making a difference in their communities. To exemplify the mission and vision of the Glidden Brilliance Foundation, National Paint Day will bring together a force of local volunteers from the community to contribute and make their communities a better place. The Glidden Brilliance Foundation will match the cap of $200,000 in donations
gathered on the day of the event. These donations will be received by the Make-A-Wish Foundation to make a child’s wish come true. National Paint Day will be held in select locations in the top 5 DIY states, and the first 200 volunteers to attend each event will receive a free sample sized bucket of paint to use for their own projects. The goal is to increase awareness, improve the perceived value, and encourage trial of Glidden Brilliance with all three target audiences.
MEDIA TRADITIONAL $4,963,148 MAGAZINES $4,549,933
GROSS IMPRESSIONS 6,339,447
• 4 Color spread. • Better Homes & Garden will only run in selected states: Florida, Texas, California, Pennsylvania and Illinois. RATIONALE Better Homes and Gardens was the clear choice due to its reputation for being the starting place for DIY research. It also attracts a higher percentage of female DIYers, which is crucial because 72% of Wal-Mart shoppers are women, and falls right in line with our target segment T1. The Family Handyman is the DIYers best friend, hitting both T2 and T3.
COLLEGE NEWSPAPERS $57,864 GROSS IMPRESSIONS 614,000
with the intention of persuading the target audiences to become more brand loyal.
GLIDDEN BRILLIANCE FOUNDATION RATIONALE The Glidden Brilliance Foundation will be at the center of developing positive brand perception and spreading brand awareness. The foundation will complete projects in communities with a high percentage of people from T2. Those who benefit from the foundation will have increased brand perception and be more likely to use paint from the Glidden Brilliance collection.
More DIYers are looking to online resources for ideas and tips for home improvement projects. Instagram and Pinterest targets people looking for ideas while YouTube is a great resource for tips. Facebook is an all-encompassing giant that will drastically raise awareness of the Glidden Brilliance collection by leveraging it in a creative way.
• 1 page 4 color advertorial. RATIONALE Our research shows that emerging DIYers will look to college newspapers for housing opportunity and decór inspiration. College ONLINE RADIO students in T1 are unbiased to paint brands, open to buy paint 11,215,520 GROSS IMPRESSIONS from Wal-Mart, and are more likely to become brand loyal. Cities selected for these ads will correspond to those with state magazines. PANDORA • Smartphone Audio Ad + Companion Screen + Following Skyline Banner Tap to App. iPhone Welcome Screen. iPhone PUBLIC RELATIONS $355,352 First Impressions (Click to App). By partnering with the Make-A-Wish Foundation, National Paint RATIONALE Day receives increased awareness as well as free advertising. The Pandora is perfect for the DIYer, because it is a do-it-yourself giveaway will inspire trial usage which will improve the quality of Internet radio station. According to research, 52% of its 1.4 million perception. monthly listeners are female, and 32% are between 18-34. This is a medium that will speak directly to audiences in T1 and T2. The NATIONAL PAINT DAY Pandora ad will inspire listeners to click on the advertisement to RATIONALE National Paint Day will increase brand awareness with all three lead them directly to the Facebook competition page. target audiences and change brand perception, especially with the areas that will be specifically targeted. It will also encourage trial,
MEDIA NON-TRADITIONAL MEDIA $4,905,541 FACEBOOK $1,530,000
GROSS IMPRESSIONS 11,215,520
We will use a cost-per-click strategy and the tagged interests #Painting, #Glidden, #The Home Depot, #Home Décor Products, #Lowe’s, #Walmart, #DIY Network, #Do it yourself, #Ace Hardware, #Paint, #Home improvement, #HGTV, and the following categories: DIY/Crafts, Recently Moved, Baby Boomers, Away from Hometown, Engaged (6 months), Engaged (1 year), Expecting Parents, Newlywed (1 year) or Newlywed (6 months). Spending limit of $10,000 per day (Facebook´s maximum), maximum bid price of $0.75 per click (suggested bid price).
YOUTUBE RATIONALE Popular for its entertainment and tutorial videos, this medium is a great place to attract T1 and T2. YouTube has 189.1 million viewers every month, 50% of them are female, 63% are caucasian, 37% are between the ages of 18 and 34.
POINT OF PURCHASE $2,657,806 INTERACTIVE KIOSKS RATIONALE Interactive kiosks will empower consumer to find their favorite paint and give the perception of Glidden as a tech savvy company. This will enhance brand perception and lead to increased sales.
RATIONALE Women make up 55% of the Facebook users, 42% of all users are between the ages of 18 and 34, 57% have children, and 73% of the users are caucasian. Facebook covers a great deal of T1 and FLOOR BANNERS BY ENTRANCE T2, and is a great way to establish and maintain dialogue between RATIONALE Floor banners will spread brand awareness and hit T1,T2 and T3 consumer and brand. as customers go through the store. Research shows more than 1 in 6 purchases are made when a display with that brand is placed PINTEREST within the store. RATIONALE With more than 55.2 million monthly users Pinterest presents an innovative way to engage our female audience, considering SHOPPING CART ADVERTISING RATIONALE women are five times more likely to use this medium than men. Shopping cart advertising will hit T1,T2 and T3 by spreading brand awareness in Wal-Mart stores. Research shows that the in-store INSTAGRAM decision rate has reached an all-time high of 76%. This means RATIONALE that shoppers are more open to making impulsive purchases now Instagram will target T1 and tie in the social media campaign with than ever before. Facebook and Pinterest. It is a great way for consumers to upload pictures that will show up on Glidden’s other social media pages.
• http://ttn.thetemplenews.netdna-cdn.com/files/2012/09/ TTNMediaKit1213.pdf • http://thedailycougar.com/wp-content/blogs.dir/1/ files/2012/08MediaKit2012-13reduced.pdf • http://news.uic.edu/files/2011/08/OffCampus_Packet.pdf • http://www.alligator.org/app/advertising/GeneralRateCard.pdf • http://www.bhgsip-mediakit.com/hotdata/publishers/bhgsip • advertiser/7713089/1008495/HD_RatesTerms_2013.pdf • http://familyhandyman-media-kit.com • http://next.srds.com.ezproxy.hpu.edu/nmp/datacard/show/7025/4 • http://store.apple.com/us/buy/home/shop_ipad/family/ipad • http://www.spencersonline.com/lifestyle_room-decor_blacklight-responsive • http://www.proacousticsusa.com/products.php?sId=232 • http://www.staples.com/Quick-Alert-Ultra-Pressure-Bed-Sensor-Mats/ product_SS1102360 • http://www.posterbrain.com/?kw=laminated%20poster%20 ing&gclid=CLT237i0g7YCFQThQgod6G0A-Q • https://www.facebook.com/ads/create • http://www.vistaprint.com • http://www.business.com/guides/radio-advertising-production-pricingand-costs-39216 • http://www.sagaftra.org/files/sag/rate_sheet_public_television_aftra_8_17. pdf • http://www.officedepot.com/a/products/674287/Chenille-Kraft-FlatAnd-Round-Wood/?Channel=Google&mr:trackingCode=69063D1BEC81-DE11-B7F3-0019B9C043EB&mr:referralID=NA&mr:adType=pla& mr:ad=28889904956&mr:keyword=&mr:match=&mr:filter=508168184 36&cm_mmc=Mercent-_-Googlepla-_-Office_Supplies+Pens_Pencils_ Markers-_-674287 • http://www.hobbytron.com • GYROMetalNanoSpyCopterCamera35CHElectricIRRTFRCHelicopter. html?utm_source=click&utm_medium=ZX-35878&utm_campaign=Google %2BShopping&gclid=COe-4Lj3jLYCFQhxQgodwTIAYw • http://www.logofloormats.com/prcclassicimpressions.html • Standard Rates and Data
EVALUATION OBJECTIVES Establish Wal-Mart as top of mind consideration for smaller home improvement projects. Increase brand awareness Establish Glidden Brilliance as preferred paint brand at Wal-Mart Encourage product trial Improve T1 and T3 perceived value of the Glidden brand
Website traffic for Wal-Mart paint section, and in-store surveys Website and Social media traffic, surveys, sales, recognition testing, attitude and opinion scales Sales, Paint department employee surveys, customer surveys, product usage tracking Focus groups, one-on-one interviews Copy testing, focus groups, tracking studies, product satisfaction interviews
Increase the top of mind consideration for WalMart as a one stop shop for home improvement projects. Increase sales. More traffic to social media and increase of the entire Glidden brand awareness resulting in more sales. I n c r e a s e d s a l e s a n d b r a n d l o y a l t y. Increased first time use of Glidden Brilliance Collection and brand loyalty. Trial will increase confidence with T1 and T2. T1 and T3 will see Glidden as a great value product, convenient, smart, affordable, and become brand loyal.
Concurrent testing halfway through the campaign will measure if our objectives are being met and determine if brand awareness and perception have increased. The success of the campaign will be measured through the impressions received by the mediums detailed in the media plan. We will also monitor sales and product usage and convey copy testing to see if the target audience is responding to our marketing materials. Product satisfaction will be measured with one-on-one interviews with defined questions in stores.
Post-testing will measure recognition, recall, attitudes, awareness, and sales to see if our objectives have been met and will occur directly after the campaign is over. It will be done with interviews, focus groups, and a complete budget evaluation. Surveys will be provided to customers who have tried Glidden paint to see how their perception evolved. Social media will be monitored by the progress of Internet presence, and the number of likes, followers, and postings by customers.
THANK YOU The Hawaii Pacific University NSAC Team would like to personally thank the Communication Department for supporting us in our mission to complete NSAC this year. We hope that the competition can continue to be available to future ADPR majors so they may experience this challenging task as we have had. It’s a learning experience unlike any other. We would also like to thank our wonderful advisor AnnMarie Manzulli for pointing us in the right direction when we were off track and helping us to get organized, especially during crunch time. Your creative and extensive background in the advertising and public relations field has helped us hone our skills from research to the final product. You are a wonderful teacher and we appreciate your dedication to our NSAC team. Thank you.
OUR AGENCY • • • • • • • • • • • • • • • •
ASHLEE BADUA ANALISA CORTÉS IAN BOAT JACLYN CHEW JADE GONZALEZ JOSEPH PEACH GRAVES JAIRUS KIYONAGA KRISTIN LEIERER KELSIE MCKINNEY ARIALE MONTGOMERY GLENN ANDRÉ NILSEN JA’NISE COLE SHANNON ROHAN NINA DORTHEA TERJESEN DANIEL THU KATELYN URQUHART
Another thank you goes out to the Consumer Behavior class who helped us compile interviews and obtain useful information for us to use in our research. You were very helpful to us and we appreciate your help. We would also like to thank last year’s NSAC team who gave their wisdom and words of encouragement, ensuring us that we knew what we were doing and that we were not alone. Finally, we would like to thank our friends and family for their continued support and love through this journey; we really needed it. MAHALO, KU’U OHANA.
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