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UNIVERSITY OF MINNESOTA - TWIN CITIES 2012-2013


INTRODUCTION

TABLE OF CONTENTS

We are Chariot, the communications agency of the University of Minnesota National Student Advertising Competition team. We create opportunities that transform impossible business problems into attainable solutions. We act as the vehicle, turning insights into strategies and consumers into communities. We will guide you on the journey to an inspired campaign. Sit back and enjoy the ride.

1

EXECUTIVE SUMMARY

2

RESEARCH

5

POSITIONING

7

MESSAGING STRATEGY

8

CREATIVE

14

PUBLIC RELATIONS

16

DIGITAL

18

MEDIA

20

EVALUATION + REFERENCES


EXECUTIVE SUMMARY

Glidden has tasked us with creating an integrated marketing communications campaign to create awareness and increase sales of its brand at Walmart. To do this, we are changing the way people think about painting. Our research revealed that our target consumers are confident home decorators who consider color throughout the decorating process. Searching for home inspiration is exciting because it can come from anywhere. Painting as a home improvement project, on the other hand, is a burden. These consumers believe the interior paint process is long and arduous and desire something easier.

EXECUTIVE SUMMARY

Since 1875, Glidden has been at the forefront of the American paint category and is now a part of the largest paint manufacturer in North America. After reinventing itself in 2008, Glidden modernized its brand and posted record sales numbers. Glidden has since created a partnership with Walmart, the world’s largest retailer, but has not yet leveraged it to its full potential. That’s where Chariot comes in.

Just as Walmart simplifies shopping, Glidden simplifies painting. By streamlining home decorating, from offering a reduced color palette to placing Glidden along with Walmart’s home décor selection, Glidden makes painting simple. Now, doing it yourself can be more about getting it done. Our campaign brings this idea to life by making Walmart the destination for home décor. Our connections strategy applies a strategic mix of paid, owned, and earned media that captures our audience in the beginning of the process—the search for inspiration—and tells them it only takes a little color to transform their home.

1


RESEARCH Objectives

ASSESS

Walmart and DIY shoppers’ current perceptions of Glidden and its competitors

DISCERN

What does it mean to be a Walmart consumer?

Walmart and DIY shoppers’ current awareness and impression of Glidden at Walmart

RESEARCH

DISCOVER

underlying mindsets and attitudes of Walmart and DIY shoppers regarding painting and the paint purchasing process

DETERMINE

motivational drivers in the Walmart and DIY shoppers’ paint buying process

IDENTIFY

what makes the paint purchasing process at Walmart unique

2


RESEARCH

PRIMARY

Primary + Secondary

engaged in painting and DIY web communities

SherwinWilliams

to understand habits, behavior, and perceptions of DIYers

94%

Behr 89%

Valspar

Benjamin Moore

79%

67%

Glidden 57%

Olympic 39%

Clark + Kensington 18%

to uncover attitudes and opinions of paint purchasing and painting processes

Survey Data: Paint Brand Awareness

Walmarts visited throughout the United States and Puerto Rico

60

man hours of in-store observations

5

focus groups to understand inspiration for home dĂŠcor and DIY paint projects

nc ei

20

Confide

in a nationwide survey

5

1

2

4

1 (v

3

ery high) )-5(v ow yl

respondents

n

rior painting

er

766

e int

RESEARCH

interviewed 20 DIYers across the nation

SECONDARY Analyzed past and present Walmart campaigns past and present competitors’ campaigns social media platforms DIY blogs recent, current, and projected paint trends Walmart consumer lifestyles and values

3


RESEARCH Insights

1 2 3

“ The ideal experience RENTING DIY SHOPPERS

spontaneous / imaginative / expressive

family-oriented / resourceful / adaptable

DIYERS SHOPPING WALMART HOME, BUT NOT PAINT

RESEARCH

experienced / brand-loyal / quality-seeking

4

}

CURRENT WALMART PAINT SHOPPERS

would be ‘get in, get out’” - renting DIY shopper

Defined Target:

Confident Home Decorators All three targets consider Walmart for décor projects, but not necessarily for paint projects. Reasons to paint may differ among targets, but all confident home decorators are ultimately just looking to get the project done.

Her Painting Process

INSPIRATION

PURCHASE

PAINT

ENJOY

She gets bored with her space and needs a change. She looks to Pinterest, magazines, friends, and surroundings for inspiration.

She is a buyer, not a shopper. Convenience is key. She has an idea of what she wants before entering the store.

She wants the process to be quick and easy.

She can’t wait to show it off to her family and friends.


POSITIONING STRENGTHS

WEAKNESSES

Glidden has an established tradition of quality paint offerings. It continues to innovate with products to meet consumer needs.

Awareness that Walmart sells paint is only at 66% and consideration is even lower at 23%. When consumers think “paint,” they do not think “Walmart.”

Walmart is a well-known, established brand and has high brand loyalty among current consumers. 84% of Americans already shop at Walmart in a given year.

Walmart’s paint section is typically located in a low-traffic area of the store and lacks personality.

Walmart offers everything from paint to home décor products.

Walmart is synonymous with cheap, disposable products to non-Walmart customers.

OPPORTUNITIES

THREATS

There is a current growing popularity of DIY projects, which fuels paint purchases. Glidden-Walmart partnership offers the convenience of a one-stop shop for quick room redecoration. The recent economic recession expanded the class of thrifty consumers.

Paint is a mature and stratified category. Competitors have established high brand loyalty with certain paint brands and home improvement stores. Paint and home improvement stores have highly trained and knowledgeable employees.

POSITIONING

EXTERNAL

INTERNAL

SWOT Analysis

BRAND POSITIONING STATEMENT Glidden at Walmart simplifes the painting process for confident home decorators.

5


POSITIONING Reality - Response Model

POSITIONING

REALITY Painting is an involved and frustrating process.

Painting is a home improvement project.

Walmart is not perceived as a place for painting projects.

Redecorating a room takes multiple trips to multiple stores.

Glidden at Walmart makes the painting process simple and less daunting.

Painting is a home décor project.

Paint and color selection are integral parts of the home décor process, which starts at Walmart.

Together, Glidden paint and Walmart décor create a onestop destination for home décor projects.

RESPONSE KEY INSIGHT 6

The confident home decorator enters a store to buy, not to shop. They know what they want and are looking to get in, get out, and finish the project.


MESSAGING STRATEGY Connections Plan

CREATIVE STRATEGY

A LITTLE COLOR GOES A LONG WAY

In-Store

Out of Home

Public Relations

Video

MESSAGING STRATEGY

Through our executions, confident home decorators will understand the impact a simple change of color can have in a room. With Glidden at Walmart, there is a place for them to easily pick up paint, supplies, and dĂŠcor to complete a home dĂŠcor project - all in one day. After purchasing Glidden paint and a few colorful accents at Walmart, our confident home decorators will discover A Little Color Goes A Long Way.

Social Media

Print

Digital

CONNECTIONS

Our connections strategy consists of media vehicles and channels that reach our target when they are looking for inspiration. By offering home decorators a simple solution when they are already in their inspiration search, we are reaching them prior to consideration - a critical point in the paint buying process. By tailoring our message to best suit each medium, we will reach our confident home decorators with a multi-faceted media mix.

7


CREATIVE Video

CREATIVE

ODE TO COLOR / 00:15

reflects personality, VO: Color. It expresses emotion, Music throughout: uplifting piano instrumental

and inspires an idea.

It shows others who we are,

how we live,

A little color goes a long way

with Glidden at Walmart.

and what we aspire to be.

VIDEO Inspiration for the paint buying process begins with color selection. Video, as an inherently visual medium, is ideal for reaching confident home decorators and inspiring them to start their project. We are using 15-second cable network spots to kick off our campaign and continuing to reach our target through digital video buys.

8

Impressions 288,852,000 Example Selections Television: HGTV, DIY Network, Style Network, Lifetime, TLC Online: YouTube, bhg.com, SheKnows, iVillage


CREATIVE Print

WGR20

As a medium full of relevant content, our target turns to established national print titles for motivation, inspiration, and home décor advice. Capturing their attention with our visually compelling print executions, while they are exploring their enthusiasm for redecorating projects, will further link Glidden to the simplicity that comes with home décor. Impressions 111,467,000 Example Selections Better Homes and Gardens, Traditional Home, Real Simple, HGTV Magazine

A LITTLE COLOR

WGB19

sweet baby boy

GOES A LONG WAY A LITTLE COLOR

Décor by Walmart, color by Glidden. Together, they provide simple solutions to transform your home.

GOES A LONG WAY

Décor by Walmart, color by Glidden. Together, they provide simple solutions to transform your home.

CREATIVE

PRINT MAGAZINES

cherries jubilee

9


CREATIVE Print

SPECIAL INTEREST INSERTS This is an ideal medium for reaching our target, as 69% of Meredith’s special interest readers are planning to do a home decorating project in the next year. We will place a 4-page insert featuring an advertorial between adapted versions of our print executions, complete with peel-off paint chips, in numerous Meredith special interest titles. This is an opportunity to present inspiring project ideas and how-tos featuring Walmart products.

CREATIVE

Impressions 5,578,000 Example Selections Color Made Easy, 100 Real Rooms, Do It Yourself Projects Under $45

10


CREATIVE

RICH MEDIA

Rich Media + Outdoor

1

Glidden-branded paint roller swipes across the screen, transforming the page from black-and-white to color.

Impressions 119,312,000 Example selections bhg.com, midwestliving.com, more.com, apartmenttherapy.com

TRUCK WRAPS

2

Vertical ad appears on the right side of the page following the page takeover.

CREATIVE

By creating an interactive experience through rich media banner advertising on select dĂŠcor and style sites and behaviorally targeted ad networks, we are reaching consumers through another medium frequented by home decorators for inspiration.

By using Walmart’s iconic fleet of distribution trucks, we are literally making a little color go a long way. One hundred distribution trucks will be wrapped with inspiring finished projects, which links Glidden to Walmart through direct use of their channels. Impressions 224,980,000

11


CREATIVE In-Store

PAINT CHIP INSPIRATION

CREATIVE

We will encourage Walmart shoppers to incorporate color selection in their home décor projects. By placing paint chips and inspirational color palettes in the bedding, bathroom, home décor, and kitchen sections of the store, we intend to inspire shoppers to add a little color to their walls along with their redesign.

12

AISLE CAP BUNDLES

Small project bundles on aisle caps will concentrate everything consumers need to add a little energy to their homes in one location. These coordinated items will reinvigorate a bathroom, update a home office, or create a baby’s room. Each display and subsequent merchandise selection will emphasize the ease and speed of redecorating at Walmart and include Glidden paint palettes to capture the mood of each room.

VISUALIZER

We took traditional color matching technology and created a new interactive in-store visualizer. Our design invites consumers to place paint chips or material samples on the receiver and fill the walls of a virtual room with color. Leap Motion gesture control technology will allow 3-dimensional control over not only hues and shades, but will incorporate the effects of different lighting (time of day, sunny/cloudy, fluorescent/ incandescent) on the overall appearance of the room. This eliminates the need to run the same test at home and shortens the color search process. Matching custom décor suggestions sold at Walmart will also appear on the screen. Once consumers are satisfied, they will have the option to share their rooms via social media.


CREATIVE

Click for Color Browser Extension

The internet is an influential source of inspiration for our confident home decorators. By connecting the Glidden color palette with this process through a browser extension, consumers will be able to match a color name to the beginning of their creative exploration. This extension will allow consumers to select any color on any web page and pair it with the Glidden color that matches best. It will also connect users to our other Glidden and Walmart web resources in order to facilitate the purchase process.

Paint Chip click through to Glidden webpage Painted room color is applied to walls

CREATIVE

Launch extension once launched, browser extension expands when cursor is clicked on a color

Color palette roll-over for color name

Color selection tool color changes according to cursor’s location on the page

13


PUBLIC RELATIONS Project Retrofit

PUBLIC RELATIONS

Retrofitting is a movement to reclaim forgotten buildings as focal points of the community. Modern technology helps run-down buildings, abandoned shops, and other unused structures see new life as communities’ social centers. As these old buildings are renovated and repurposed, community members feel a renewed sense of civic pride, with Glidden at the heart.

ic Perception Public Perception Publ Non-Profit Organization Glidden & Other Sponsors

PROJECT before

after

Community Volunteers

Glidden

Sponsors

14

Community Volunteers

Meredith

Non-Profit Organization

Behind the Scenes


PUBLIC RELATIONS Project Retrofit

Although Glidden will be spearheading the project, a large portion of the funds will come from corporate sponsors vetted through our partnership with Meredith (see page 17). As these projects are completed over the years, they will continue to be publicized through earned media outlets as well as Glidden’s owned media. Retrofitting will give our confident home decorators a way to invest in their communities with Glidden and show the world how a little color goes a long way.

PUBLIC RELATIONS

Glidden’s Project Retrofit Facebook application will serve as a hub for non-profit organizations to mobilize their community members to propose, support, and complete a project. After a month-long project proposal period, Glidden will choose ten finalists based on specific selection criteria. Community members will then vote for projects by pledging volunteer hours. The first five proposals to reach their man-hour volunteer goals will receive funding, paint, supplies, and Walmart décor items from Glidden. Project Retrofit will garner earned media placements and be disseminated through Glidden’s social media channels and partnerships with our blogger network.

15


DIGITAL Social + Search

Public P

n SEARCH

A Little Color Challenge

Search is a critical component of the process that home decorators use to find inspiration. By purchasing over 1000 search terms associated with home décor, paint and color, Glidden is making itself known to consumers actively working toward inspiration.

Project Retrofit

A LITTLE COLOR GOES A LONG WAY

DIGITAL

blogger Q&A blogger room boards

SOCIAL

life transition boards

Impressions 9,250,000 Example Search Terms Girls room ideas Environmentally friendly paint Accent wall Easy paint projects Walmart Home Top bedroom paint colors 2014 Places to buy paint Best paint brands for homes Refreshing old homes Picking the perfect paint Bedroom decorating ideas Design a room Wall to wall painting

Social media is especially important to the younger members of our target demographic. It is a way for them to find inspiration, express their interests, and talk to their friends and family. Glidden’s social media channels will be used to inspire our youngest demographic and promote Project Retrofit, the “A Little Color Challenge” webseries, and the overall campaign.

16

Our research showed that the push confident home decorators need to take on a redecorating project often comes from major life transitions such as a first job, wedding, birth of a child, or moving to a new home. Therefore, bloggers from the “A Little Color Challenge” will curate Transition Pinterest Boards in addition to their pins from the show. By grouping Glidden’s pins onto boards that correspond with these transitions, we will inspire Glidden and Walmart customers during their web research process and form connections between Glidden interior paint and Walmart furnishings.


DIGITAL A Little Color Challenge

We will use social media to encourage consumers to try redecorating projects in their own homes. Glidden will host a social Q&A on Twitter with the blogger featured in the episode. Bloggers will also post all paint colors and items purchased for the rooms on a Glidden Pinterest board, enabling consumers to shop the show. While the show allows us to inspire all our confident home decorators, its delivery through digital channels speak to our Renting DIYers in particular.

DIGITAL

The internet is an infinite source of inspiration for today’s young DIYers. Therefore, we are creating a ten episode web series that will showcase DIY/design bloggers as they redecorate a room. With the help of Glidden and Walmart and a budget of either $250, $500, or $750, DIY/design bloggers will be tasked with completing the project in one day. Consumers will be able to view the show via Glidden’s YouTube page as well as Glidden’s Facebook page.

17


MEDIA

Meredith 360˚ Partnership Meredith Corporation specializes in reaching women in the United States with a wide variety of marketing and media products in the home category. We are partnering with Meredith and its affiliates to cater custom marketing solutions to reach the confident home decorator.

PARTICIPATION IN PROJECT RETROFIT

2

MEREDITH 360˚ INTEGRATION

MEDIA

1

Meredith’s partnership with Glidden will raise necessary funds and materials to complete Project Retrofit. Meredith will sell sponsorship opportunities to its extensive network of partners who will provide materials necessary to the project’s completion such as windows, flooring, and lighting. Meredith’s advertising partners will be given acknowledgement for their contributions with Glidden as the title sponsor.

Meredith’s expertise in targeting women will be invaluable to our efforts in reaching the confident home decorator. Over 85% of our print media spend was placed in Meredith’s magazines and special interest publications. In an effort to reach our target on multiple platforms, we have also included digital media buys from its owned brands in the home category.

18

As part of the Meredith package deal partnership, Glidden will also sponsor the Traditional Home Tour. Through this sponsorship, Glidden will be able to use the venues to host presentations for designers or target markets and for video/photo shoots. Additionally, Glidden will receive extensive press, print and social media coverage benefits.


MEDIA Flowchart + Budget

FLOWCHART MAY

VIDEO Television Online Video

JUNE

JULY

AUGUST

SEPTEMBER

PRINT Magazines Special Interest Titles DIGITAL OUTDOOR IN-STORE SOCIAL MEDIA PARTNERSHIP lighter color denotes lighter spending

Meredith Partnership Video Print Digital Rich Media Search Browser Extension Outdoor Distribution Trucks In-Store Color Inspiration Project Endcaps Visualizers Production Total

$2,000,000 $1,795,000 $2,649,000 $1,646,000

MEDIA

BUDGET

$535,000 $575,000

$800,000 $10,000,000

19


EVALUATION + References MEASURE

EVALUATION + REFERENCES

website traffic, click-throughs, and conversion rates through Google Analytics/Adwords

20

LISTEN

to social media conversations for sentiment and brand perceptions

TRACK

earned media stories surrounding the Retrofit Project and the A Little Color Challenge

Increase awareness of Glidden at Walmart to

75% Increase sales at Walmart by

6%

GAUGE

community participation in the Retrofit Project

REFERENCES Akachi, T. (2011, March 19). Many steps [video] Retrieved March 15, 2013, from http://vimeo.com/21248863 BBC Motion Gallery. (2011, August 23). In full bloom [video]. Retrieved March 15, 2013, from http://vimeo.com/28053636 Canadian House and Home. (2012, September). Home Depot Weekend DIY Projects. Canadian House and Home [blog]. Retrieved from http:// houseandhome.com/design/photo-gallery-weekend-diy-projects?page=10 Department of Energy (2009). Retrieved March 9, 2013, from Department of Energy: http://energy.gov/sites/prod/files/edg/media/Retrofit_RampUp_Project_List.pdf Dunham-Jones, E. (2010, January). Ellen Dunham-Jones: Retrofitting suburbia [Video file]. Retrieved from http://www.ted.com/talks/ellen_dunham_ jones_retrofitting_suburbia.html Elise. (2013, January 25). Nesting: Colored kitchen cabinets. A Beautiful Mess. [blog]. Retrieved fromhttp://www.abeautifulmess.com/2013/01/nestingcolored-kitchen-cabinets.html Evans, Sally. (2012, October 11). Inspired by Pinterest and the color orange. Embracing Creativity. [blog].Retrieved from http://embracingcreativity.com/ blog/2012/10/11/inspired-by-pinterest-and-the-color-orange Finger Music (2012, May 23). Glidden - Reunion [video]. Retrieved March 15, 2013, from http://vimeo.com/42716830 Glidden Paints (2012, May 17). Tips for decorating a nursery [video]. Retrieved March 15, 2013, fromhttp://youtu.be/deouTYyKiY0 Hoebers, N. (2012, January 22). The first cycle [video]. Retrieved March 15, 2013, from http://vimeo.com/35475607 Holmqvist, A. & Johansson, G. (Director). (2011, January 19). EF - Live the language - London [video].Retrieved March 15, 2013, from http://vimeo. com/18967093 KKCO News (2012, July 8). Surprise: New Walmart stores boost nearby home values. KKCOnews [online]. Retrieved from http://www.nbc11news.com/ localnews/headlines/Surprise_New_Walmart_Stores_Boost_Nearby_Home_Values_161732795.html Kotkin, J. (2011, July 20). Why America’s young and restless will abandon cities for suburbs. Forbes.com. Retrieved from http://www.forbes.com/sites/ joelkotkin/2011/07/20/why-americas-young-and-restless-will-abandon-cities-for-suburbs/3/ Lawler, P. (2010, June 17) Hot air ballooning 4K [video]. Retrieved March 15, 2013, from http://vimeo.com/12655610 Lushhome. Wooden stairs with painted stripes updating interior design in creative style. Lushhome.com. Retrieved from http://www.lushome.com/ wooden-stairs-painted-stripes-updating-interior-design-creative-style/99024# McGee, M. (2012, September 14). Social Network Demographics: Pew Study Shows Who Uses Facebook, Twitter, Pinterest & Others. Retrieved March 8, 2013, from Marketing Land: http://marketingland.com/social-network-demographics-pew-study-shows-who-uses-facebooktwitter-pinterest-others-21594

Meredith Special Interest Media. (n.d.) Retrieved February 15, 2013, from http://www.meredith.com/media_portfolio/spec_interest_pub.html. Michaels, J. (2011, April 26) Great Glidden Ad in HD [video]. Retrieved March 15, 2013, from http://youtu.be/Ztqqfzoidj0 Mintel. (2010, March). Paint and Wallcoverings - US - March 2010. Retrieved October 21, 2012 from Mintel Reports database. Mocini, S. (2011, July 25). Half moon ball piano solo version. A Cat Playing [online]. Retrieved from http://www.jamendo.com/en/list/a95316/a-catplaying Moist Creation (2012, February 13). Hearts (The Valentines Day video) [video]. Retrieved March 15,2013, from http://vimeo.com/36730961 Olive Us (2012, December 29) Betty in paris [video]. Retrieved March 15, 2013, from http://vimeo.com/56458358 Perry, D. (2013, February 18). Just ride it 3 - Fixie and single speed bike ride - Melbourne Australia [video]. Retrieved March 15, 2013, from http://youtu. be/pVOSwlg3fo Rama, E. (2012, May). Edi Rama: Take back your city with paint [Video file]. Retrieved from http://www.ted.com/talks/edi_rama_take_back_your_city_ awith_paint.html Report: Social network demographics in 2012. (2012, August 21). Retrieved March 8, 2013, from Royal Pingdom:http://royal.pingdom.com/2012/08/21/ report-social-network-demographics-in-2012/ Scott, J. (2012, November 17). Fall [video]. Retrieved March 15, 2013, from http://vimeo.com/53745876 Simmons Market Research Bureau. (2011).Simmons OneView: 2008 data [data set]. Retrieved from https://oneview-experian-com. Skelton, A. (2012, March 9). Social Demographics: Who’s Using Today’s Biggest Networks . Retrieved March 8, 2013, from Mashable: http://mashable. com/2012/03/09/social-media-demographics/ SlickDeals. (2012, November 7). Retrieved March 5, 2013, from Walmart Black Friday Deals: http://slickdeals.net/blackfriday/55200/60-vizio-e601ia31080p-wifi-led-hdtv?&page=2 Vidal, A. (2013, March 4). The lipstick series by imaginale design [video]. Retrieved March 15, 2013, from http://vimeo.com/61019451 Thomas, S., Boatman, E, Polyakov, S., Mumenthaler, J., & Wolff, C. (2013) The noun project. Retreived from http://thenounproject.com Video Game High School. (2012). [Web Series Costing Infographic March 9, 2013]. How Much Does It Cost to Make a Web Series?,Readwrite Play and Video Game High School. Retrieved from http://readwrite.com/2012/12/13/how-much-does-it-cost-to-create-web-series-infographic Weekend Painting: Chevron Rug. (2010, August 16). Our Humble Abode. [blog] Retrieved from http://ourhumbleabodeblog.com/2010/08/16/weekendpainting-chevron-rug/ Woods, C. (2011, May 24) jellyfish [video]. Retrieved March 15, 2013, from http://vimeocom/24191682


Anastacia Economou Michelle Hum James Lager

CREATIVE LEAD Craig Nelson

DESIGN LEAD Stephanie Johnson

CAMPAIGN PLANNING TEAM Justin Bachmeier Morgan Collins Stephanie Dentinger Rachel Geertsema Edward Lund Tyler Madsen Rachel McGuigan Parker Mullins Elli Norberg Andrea Okonek Emily Peters Kelly Starkey Rebecca Underwood Johnny Walters

FACULTY ADVISOR Earl Herzog

CREATIVE TEAM Alexandra Braasch Paige Bystrom Sara Chars Brianna Hanson Braden Kay Chris Lacourciere Kaitlin Mincke Rachel Quast Zoe Quadflieg Juan Ramirez Laura Schmidt Laura Siirila Samantha Sullivan Aaron Thelen Tanner Uselmann Celess Valk Nicole Ward Kichul Yoo Marie Zimmerman

SPECIAL THANKS TO John Eighmey Kathleen Hansen Jennifer Johnson Al Tims Dan Wackman Jennifer Williams

ACKNOWLEDGEMENTS

PRESIDENTS


NSAC - Glidden  

Plans Book

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