TABLE OF CONTENTS 02 // EXECUTIVE SUMMARY 03 // RESEARCH 05 // INSIGHTS 07 // CREATIVE BRIEF 08 // CREATIVE 12 // PUBLIC RELATIONS 13 // MEDIA
EXECUTIVE SUMMARY
In the beginning of the century, we experienced the biggest real estate bubble in history, and 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 house for themselves and their families. This made way for do-it-yourselfers (DIYers) and economical shoppers, allowing them 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
16 // SCHEDULE & BUDGET
target audiences, but unfortunately the target audiences do not share our beliefs. They do not recognize or familiarize with Glidden as a quality paint brand, and therefore loses eminence in comparison to other larger, more
18 // EVALUATION
the situation either. In summary, the target audiences´ perception of Glidden
19 // THANKS & SOURCES
to change that. We asked members of the target audiences about important factors when choosing the right paint for their home improvement projects. Their responses lead to us our grand idea. We want to display that choosing Glidden Brilliance is simply:
“A stroke of Brilliance.”
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Our creative communication with the target audiences all revolve around one thing – we want to get the target audiences to experience the brilliance of Glidden, through a fully integrated multi-platform marketing campaign.
RESEARCH OBJECTIVES & METHODS Glidden strives to be a fun, friendly and 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 and bright ideas.
We set out with some objectives to further understand the 1. How many of T1, T2, T3 were aware of paint being purchase paint at Wal-Mart? a. What are the differences and similarities between these target segments? 2. Behavioral and psychological factors that motivate these target audiences to purchase paint at Wal-Mart, and what advertising language do they respond to? 3. Demographics for our target audiences to reveal the most active DIY states, cities and Wal-Mart stores for planning an in-store tactic that hits the most critical areas with the most prominent portion of desired target audience. 4. How does the target audience´s perceive Glidden their purchasing decision. 5. What motivates the consumers to initiate a paint project?
461 104 98 75 2
QUANTITAVE SURVEYS TARGET AUDIENCES QUESTIONAIRE IN STORE SURVEYS PRODUCT SAMPLERS From 18 to 60 years old.
WAL-MART MANAGER INTERVIEWS General Manager and Paint Department Mangager at two available locations.
GRAPHIC HERE?
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SWOT STRENGTHS
Wal-Mart is the exclusive carrier of Glidden Brilliance in more than 3500 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 pallet is helpful to the impulsive buying style of the target Wal-Mart
WEAKNESSES
Lack of brand awareness with the younger target T2 (family focused). Wal-Mart. Lacks a noticeable media presence. purchase towards Brilliance products.
options to consider. Glidden has a history of being innovative, which gives them credibility in the market, and allows for marketing
OPPORTUNITIES
Institute a higher loyalty towards the Glidden Brilliance brand through encouraging younger demographics to engage in smaller projects. Develop a dialogue between Glidden Brilliance and T1 and T2 through social media to nurture a better perception of the brand. More involvement from employees to favor Glidden Brilliance in the purchasing decision. Establish a noticeable in-store presence to increase impulsive buys.
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THREATS
Target audiences have established a preference for and Valspar. Painting projects are rare undertakings with the target audiences, making paint a product with a low necessity level and a low purchasing frequency, averaging at a 5-year cycle.
INSIGHTS
THE TargET auDIEnCE - DIyErS anD walMarT SHOppErS
TARGET 1: MAKE IT MY OWN Younger generation Average age of 18 to 34. The majority rent apartments or single-family houses together roommates with lower income. 3 out of 4 shop at Wal-Mart 78% would buy or is open to buying paint at Wal-Mart. Prefers shopping at Home Depot, but lacks motivation to engage in a home improvement project. decisions and spend a substantial amount of time in the consideration stage, leading to a slow home improvement process.
TARGET 2: FAMILY FOCUSED home with a mortgage or loan attached. 4 out of 6 is planning a home improvement project in the next 12 months. Even though they buy paint at WalMart, they prefer shopping any products needed for any home improvement project at Home Depot, with Wal-Mart as second choice, ahead of Lowe´s.
TARGET 3: MAINTENANCE & DECÒR Older target audiences with family values; baby boomers who own a single-family house and have a slightly higher income. Have more experience projects 1 out of 2 is planning or is open to the idea of doing home improvement within the next twelve months.
improvement a lesser priority, resulting in slow progress.
money, but also because they consider it a fun activity to do together with friends and family members. Most likely to shop for groceries, electronics, health, beauty, and home products at Wal-Mart. They want to improve their homes, but need good ideas and inspiration to get them started. Product preference depends heavily on other´s reviews and opinions, while product loyalty depends heavily on actual trial and experience.
KEy COMBInED InSIgHTS
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INSIGHTS
- wHaT DO THE TargET auDIEnCES KnOw aBOuT glIDDEn? Primary research indicates that our target audiences do not refer 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 relates Glidden with fun and freshness.
of our product testers WOULD PURCHASE Glidden Paint after testing.
BRAND AWARENESS:
From our research, we found that brand awareness is relatively low. Although Glidden has been around since 1875, our target audiences were unable to identify or even 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, as well as previous experience, and also the visual image of the brand. Purchasing motivations for the target audiences were
of our product testers HAD HEARD about Glidden Paint pior to testing.
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, but through our research we found a lack of cohesiveness between what the brand desires and what the audiences identify. This calls for a campaign strategy that rejuvenates their desired audience perception, but also establishes various new values and features that were highlighted as important through our research.
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of the Glidden Brilliance and the Wal-Mart brand, convincing the target audiences that choosing Glidden Brilliance is not just a
of our target audiences Glidden Paint was 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 usages of Glidden Brilliance in order to reach the younger consumers (18-35 years) in the “make it my own” (T1) and “family focused” (T2) target audiences. 5. Improve the target audience’s (T1 and T3) perceived value of the Glidden brand, and Brilliance collection.
CREATIVE BRIEF THE OPPORTUNITY IS:
We intend to connect with Glidden Brilliance´s main target audiences through various channels that encompass our main principles on what we believe are the main reasons why Glidden Brilliance distinguishes itself from its major competitors. Glidden Brilliance is unique with its availability through Wal-Mart, and how it focuses on being one of the most affordable premium quality paints. 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 on the market, targeted strategy we believe that we can achieve our set objectives, and
REASON TO BELIEVE:
Once the target audiences had the opportunity to sample and try Glidden Brilliance, they immediately changed any negative perception. In fact, 5 out of 6 participants said that they would consider buying Glidden Brilliance after trying the product. They liked how it covered well 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 the realization that pairing the Wal-Mart brand and the Glidden Brilliance
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CREATIVE MagaZInES the attention of the current and future DIYers. We will be advertising double spread in Better Homes & Gardens, a monthly publication, in select cities, throughout the entire campaign. Additionally we will strategically placed 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.
panDOra
Pandora has great potential to reach a wide array of audiences. The 15- second commercial spot will play for the duration of the Glidden encourage listeners to click on the ad, which will lead them to Facebook page. This goes for versions of the ad.
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COllEgE nEwSpapErS newspapers. This will target our emerging DIY-ers, capturing them while entering the housing market before they have established paint brand preferences.
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CREATIVE SOCIal MEDIa -
of Brilliance.” Glidden Brilliance’s Facebook page will feature campaign-kickstrting “viral” spot. Pinterest will in addition feature moodboards to get the target audiences inspired, which in turn can be used with the in-store. all these forementioned 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.
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CREATIVE
SOUND OF SOMEBODY PREPARING A PERSON COMES INTO FRAME, AND PERSON STUMBLES AND PANTS A VO: WOW.... BUCKET OF PAINT. GETS READY TO PAINT. RORSCHACH ON THE WALL. LEANS SLOWLY FORWARD.
VO: WHAT IS THAT...? CUT TO CLOSE UP OF FACE.
VO: IT’S.....BEAUTIFUL!
VO 1: CAN YOU SEE IT? IT’S BRILLIANT! VO 1: WGAT?? LOOK AT IT! VO 2: SEE WHAT?? VO 2: OH! OHH MY...
VO 1: WHAT SHALL WE DO ABOUT VO: CROWD CHATTER, AAH-ING AND VO: WHAT IS THE STROKE OF VO: GLIDDEN BRILLIANCE, THIS? VO 2: PEOPLE NEED TO KNOW! OOH-ING. TAKING PICTURES AND BRILLIANCE? CAN YOU SEE WHAT EXCLUSIVELY AT WAL-MART. CRYING OF JOY. THEY ARE SEEING? SHARE YOUR OPINION ON FACEBOOK AND WIN GREAT PRIZES.
30 second spot to use in social media to kickstart the campaign, aimed at T1 and T2 to spark curiosity and increase awareness.
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CREATIVE - pOInT-Of-purCHaSE
When mat is activated, a soundclip will be played:
Interactive kiosk for the consumer to explore the paint collection, integrated with social media
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on other collections and activate sound function
POP
PUBLIC RELATIONS - THE glIDDEn BrIllanCE fOunDaTIOn
In-store advertisement will appear at Wal-Mart stores in the top 5 DIYer Paint Day, in a selected store in mob with dancers, singers, etc. when someone steps on the mat and enters social media advertising. Floor Banners will be in all Wal-Mart store that sell Glidden Brilliance advertisements at every entrance promoting the brand to create awareness.
Powered by the Glidden Brilliance Foundation in association with a difference in their communities. To exemplify the mission and bring together a force of community volunteers to contribute and make their communities a better place.
receive a free bucket of paint to use for their own projects. Goal is to increase awareness, improve perceived value, and encourage trial with all target audiences.
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MEDIA TraDITIOnal $4,120,029.07 MAGAZINES $4,062,164.87 grOSS IMprESSIOnS 6,339,447
target audiences and change brand perception, especially with and hopefully persuade the target audiences to become more brand loyal.
GLIDDEN BRILLIANCE FOUNDATION $57,864.20 RATIONALE Better Homes and Gardens was the clear choice due to its reputation for being a starting place home project research. It also attracts more female DIYers, which is crucial because 72% of WalMart shoppers are women, and falls right in line with our target segment T1. Family Handyman is the DIYers best friend, hitting both T2 and T3.
COLLEGE NEWSPAPERS $57,864.20 grOSS IMprESSIOnS 614,000
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 high foundation will have increased brand perception and be more likely to use paint from the Glidden Brilliance collection.
ONLINE $2,730,000
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 students in T1 are unbiased to paint brands, open to buy paint this creative way. 1 page 4 color advertorial. RATIONALE Our research shows that emerging DIYers will look to college
ONLINE RADIO $1,200,000 11,215,520 grOSS IMprESSIOnS
PR $304,843.50
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PANDORA
Day receives increased awareness as well as free advertising. The RATIONALE giveaway will inspire a lot of trial usage that will improve the quality Pandora is perfect for the DIYer, because it is a do-it-yourself of perception. Internet radio station. With its 1.4 million monthly listeners, this is NATIONAL PAINT DAY $304,843.50 a medium that will speak directly to audiences in T1 and T2. This RATIONALE Pandora ad will inspire listeners to click on the advertisement to lead them to the Facebook competition page.
MEDIA unTraDITIOnal MEDIa $ FACEBOOK $1,530,000
YOUTUBE
11,215,520 ClICKS
RATIONALE
#Glidden (paints), #The Home Depot, #Home Décor Products, viral video spot will spread brand awareness and further promote Glidden as a modern company. Hardware, #Paint, #Home improvement, #HGTV, and the Away from Hometown, Engaged (6 months), Engaged (1 year),
IN STORE $2,730,000 INTERACTIVE KIOSKS $1,051,670.40 grOSS IMprESSIOnS 2,327,600,000 RATIONALE
RATIONALE
paint and give the perception of Glidden as a tech savvy company. This will enhance brand perception and lead to increased sales.
have a great impact on spreading brand awareness with our target segments T1 and T2. Facebook will be the central point of all of Glidden’s social media where people can connect from pinterest FLOOR BANNERS BY ENTRANCE $447,860 grOSS IMprESSIOnS 6,440,000,000 and instagram. RATIONALE Floor banners will spread brand awareness and hit T1,T2 and T3 PINTEREST
RATIONALE Pinterest is an innovative way to engage our female audience purchases are made when a display with that brand is present in creatively as well as spreading brand awareness and improving store. brand perception.
SHOPPING CART ADVERTISING $759,000
grOSS IMprESSIOnS 2,327,600,000
RATIONALE RATIONALE Instagram will target T1 and tie in the social media campaign with Facebook and Pinterest. It is a great way for customers to upload pictures that will show up on Glidden’s other social media pages. has reached an all-time high of 76%. This means that shoppers are more open to make impulsive purchases now more than ever.
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MEDIA SCHEDULE
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BUDGET
SOurCES pdf
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EVALUATION Our campaigns objectives will outline the key areas that are problematic and how to solve them in order to create more revenue for Glidden Brilliance at Walmart. What does brilliance mean to the DIYers? High class paint at a great price so people feel smart when purchasing Glidden
main competitors?
target markets? All have an interest in paint Differences include: age, gender, convenience, thought behind comes to home improvement projects Walmart, awareness level Views on painting are different Why the target markets chose to do DIY-projects?
improvement project?
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AGENCY OUR AGENCY ASHLEE BADUA IAN BOAT JACLYN CHEW JADE GONZALEZ JOSEPH PEACH GRAVES JAIRUS KIYONAGA KRISTIN LEIERER KELSIE MCKINNEY ARIALE MONTGOMERY GLENN ANDR
MEDIa SOurCES Topline-Final.pdf
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THANK YOU 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 get organized, especially in crunch time. Your creative and
Another thank you goes out to the consumer behavior class who helped us compile more interviews and obtain useful information for us to use in our research. You were very helpful to us and we appreciate your help. 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 continued support and love through this journey, we really need it. MAHALO, KU’U OHANA.
#astrokeofbrilliance