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Remind them to reach for the stars.

SYRACUSE UNIVERSITY S.I. NEWHOUSE SCHOOL OF PUBLIC COMMUNICATIONS

WGY20

Dazzling Daffodil


TABLE OF CONTENTS

@ 2 7 8 18 20

/ Research & Planning / Creative Brief

MAY WE PAINT A PICTURE FOR YOU? We live in a small world.

/ Creative

So small, it goes barely beyond our front yard. And why would it? Everything we need is right here. Our home and our family are what matter most, and we’d do anything and everything to improve them.

/ Media

That’s who we are. The Home Improvers.

/ Evaluation

We rise before the sun and are the last to bed. We didn’t build the house from mortar and brick, but we build our home with love and care. With a thousand small details and decisions about school or supper, about curtains, candles, or the blankets on the bed. You may not notice everything we do, but you’d notice if we didn’t. We are the Home Improvers. Smart, strong, and we never stop. And we wouldn’t have it any other way.

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“My roommate and I love Walmart! We call it wally-world. You never know what you’re gonna find there this week.”

“I have used Behr paint exclusively for about 6 years. I found the color I wanted at Walmart and thought I’d try out the Glidden Brilliance. For the price and quality I will most likely be using this for all of my future painting projects.”

–Stacy, 22, NY

–Karen, 59, NY

PAINTING BY THE #s

84 181 HOURS DIGITAL LISTENING 332 SURVEYS 98 FOCUS GROUPS

ONE-ON-ONE

INTERVIEWS

14 WALMART OBSERVATION TRIPS

88 CONSUMER CARTOGRAPHIES

17 EXPERT INTERVIEWS WITH PROFESSIONAL PAINTERS, CONTRACTORS & DIYERS “SO excited about…@glidden_paint which will be available @Walmart. Glitter, metallic, chalkboard & more!”

“I am getting amazing coverage with the Glidden paint. I am a roller type of girl but the wall is skinny so I stuck with a brush. The paint will be fine with just one coat. Love that!”

–@rockinmama

REFERENCES: MRI+, Simmons, Mintel, Pew Research Center, TPN Shopper’s World, Consumer Reports

–FormulaMom.com

2


WGB17

Country House Blue

HOME IS WHERE THE HEART IS THE RESEARCH & PLANNING

The millennials. The young parents. The baby boomers. These women are among the 200 million shoppers per week who trust Walmart to help them live better. The Jennifers, Marias, and Colleens are our target consumers. While observing them with our “Consumer Cartography” method, we mapped out not only their in-store routes, but portraits of their day-to-day lives. After seven months of research, our three targets have vividly come to life...

ONE: MILLENNIALS Jennifer is a millennial living on her own for the first time. Although most likely a renter, this is her first step to independence and she wants to make this home, no matter how humble, her own. She’s highly unlikely to paint (index 37)*, but Jennifer does shop at Walmart for other home décor items (index 105). It may be colorful pillows or a new bedspread. She takes great pride in her home, and when friends and family come over, she wants them to see her as independent and capable of succeeding on her own. There’s empowerment in success and having her own home is the first step. Jennifer loves Walmart because of their everyday low prices. Without a lot of discretionary income (index 82), Walmart truly does help her to live better.

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*Indexes from 2012 Simmons Report


TWO: YOUNG PARENTS The Menendez family is as American as apple pie. Paul is a corporal in the U.S. Army currently stationed at Fort Drum in rural upstate New York. He joined the Army shortly after he and Maria got married. Paul was in Iraq when their first daughter was born and got home the first chance he could. When he was deployed for the second time, Maria found herself pregnant again; this time with twins. Paul makes $27,659 a year as a corporal and Maria picks up odd jobs once in a while. While they live paycheck-to-paycheck, they do so in a home that is full of love. Maria’s job is to make all this work, and she always does. When Paul gets paid every two weeks, Maria separates the money into nine envelopes; $300 will cover half their mortgage payment, $125 will cover cable, utilities and phone, $150 for groceries for the next two weeks, etc. Their lives are simple, but good. Maria is the ultimate couponer. Every Sunday after church, the family gathers around the kitchen table to go through all of the ads and coupons in the Sunday paper. They make a game out of finding the most savings on things they use.

Maria and Paul both make sacrifices to give their kids a happier life. Not because they have to, but because this is just who they are. Life’s a little crazy around the Menendez household. Paul can be called out of the country on a moment’s notice and with everything Maria has to do, she has only about 45 minutes a day of “me time” -- most of which she spends trying to make everyone else’s day a little easier. Maria’s even less likely to paint than Jennifer (index 36), but her home is clean and cheery thanks to all the little things she does. She wakes up even before Paul so he can have a proper breakfast before reporting for work. Once he’s out the door, she makes the kids’ lunches. She never forgets to cut the crusts off the PB&J sandwiches for the twins, and she uses grape jelly for Marissa instead of strawberry. We tried to count the many special things she does just to make her family’s lives better, but lost count somewhere over a hundred. And when you ask her about these things, it’s just part of being mom, nothing special. They have a terrific family that works because of Maria. As she likes to say, “some people may think we don’t have much, but we have everything we’ve ever wanted.”

MARIA’S WALMART TRIPS GROCERY STOCK-UP TRIP: Her first trip is usually right after Paul gets paid to stock up on groceries. She doesn’t have time to linger so she goes in armed with a very specific list, has coupons for nearly everything on that list and 20 minutes later she emerges with their groceries for the week. She takes great pride in that moment when the coupons are scanned and the register goes from $191 down to $144. She did that! OOPS, TRIP: She may return to Walmart in a few days if she forgot something; maybe a container of mayonnaise or cream for the coffee. This is a more leisurely trip and she’s much more likely to wander

the aisles a bit looking at what’s new. She’s not an impulse buyer. But if she finds something she likes for herself or the kids or Paul, she may make a mental note and try to work it into next month’s budget. POSSIBILITIES TRIP: Her third trip to Walmart is usually non-food related. She may have a special occasion to shop for or need something to finish a project she’s working on. This is the most leisurely trip and she could be there for an hour. This is her possibilities trip when she can think about ways to make their home cheerier, warmer or just a bit more cozy. She enjoys this trip the most.

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THREE: BABY BOOMERS Colleen and Rich are entering new territory. The kids have (finally) moved out and started a life of their own; even Richie has a good job and a new apartment. For the first time in 25 years, Colleen has been able to change her focus from getting the kids out the door in the morning to her relationship with her husband of 34 years. Where do you start? They have a good marriage, but truth be told, raising kids takes its toll. Colleen wants to rekindle the good times she and Rich used to have and start setting their eyes on the day the grandbabies will arrive. It’s a huge transition, but also one full of possibilities. Colleen isn’t afraid of picking up a paintbrush. She’s the most likely to paint (index 125), has the most discretionary income of the three (index 155) and shops at Walmart for home décor items and more (index 131). But, most importantly, Colleen is the only one that currently buys paint at Walmart (index 135 compared to 97 for Jennifer the young millennial and 82 for Maria Menendez). She is unfamiliar with which paint brands are available at Walmart, and while she knows Glidden, she isn’t aware it’s sold at Walmart.

5

Her house has raised three good kids and served them well for 34 years… but it’s looking a bit tired now. Rich has been promising to paint the family room for maybe seven years but has to fix the dent in the wall where Richie hit it with a skateboard. Strangely, she’d like to keep the dent as a reminder. The many things she does to make her family’s lives better are as numerous as the stars in the sky. Although no one ever says anything, Colleen knows that the winter pillows on the living room couch get put away and the spring ones come out every April 1st. Maybe this year she’ll get new spring pillows. Colleen is careful with their money. She loves shopping at Walmart because, well, why spend more than you have to for every day stuff? She visits 2-3 times a week as well but at a much more leisurely pace than Maria or Jennifer. Colleen has time. She has time to wander and uses shopping more as entertainment than the other two. She shops more, buys more and enjoys it more. Colleen and Rich are busy relaunching their love affair. All that is old is becoming new again. If all goes as planned, they will retire and still be able to afford a trip once a year. Although, likely they will go visit the kids… and hopefully grandkids!


WGB17

Country House Blue

WHAT DO THEY HAVE IN COMMON? THE CONSUMER INSIGHT

FAMILY FIRST. All have a strong bond with their family. They sacrifice for their family because it’s the “right thing to do” and they wouldn’t have it any other way.

OUR HOME IS OUR CASTLE. Home should be a place of peace and

The Home Improver

DIY CAPABLE. DIY projects make them feel empowered, proud, and

She is a thrifty, savvy bargain hunter. She manages the money and Walmart helps her make it go further. The Home Improver possesses a keen sense of creativity that she uses to improve the lives of everyone in her family. Glidden paint at Walmart can become a fantastic tool to brighten, refresh and renew her home and the lives of everyone in it.

recharging for the work each family member has to do. They each do multitudes of little things everyday just to make their family’s lives better at home.

confident.

Walmart really does help them live better. Each of these women is the Home

Improver.

6


THE CREATIVE BRIEF THE PROBLEM: These women don’t paint enough or, in many cases, at all. THE SOLUTION: Convince the Home Improvers to add Glidden paint and painting to the multitude of tasks they already do every day for themselves and their families.

OUR TARGETS: Jennifer, Maria, and Colleen are all our targets. THE TARGET INSIGHT: Our targets feel validated and fulfilled by being the Home Improver.

POSITIONING STATEMENT: Glidden at Walmart is the Home Improver’s partner in making her home better and brighter on a budget.

THE BIG IDEA: Painting can be one of the most impactful and satisfying ways to show how much you care.

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WGR11

Very Berry

Say it with paint THE CREATIVE

Thanks to Walmart’s vast selection and competitive pricing, the Home Improver is able to brighten up her home on a budget. Our three targets are made up of women from 19 to 65 years old who are at very different stages in life. We needed to find a single message that could speak to their varying needs. Adding a fresh coat of Glidden paint from Walmart will become a natural extension of the hundreds of things these women already do. “Say it with paint” invites the Home Improver to escape a predictable beige world and enter a bright world of color and warmth. We seek to inspire her at exactly the transformative moments of her life when a fresh coat of paint means more than just clean walls. It’s a new beginning. A fresh start. Hope for a better tomorrow. A celebration of all that is wonderful and all that is possible. The paint swatch is used in all our ads as the symbol of new and endless possibilities. The Home Improver is inspired to dream, create and ultimately “Say it with paint.”

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MAGAZINE TWO: YOUNG PARENTS Our target two print will include a coupon beneath a removable swatch, perfect for target two’s high index number for using magazine coupons. This ad shows how mothers can express their love while improving their homes.

WGY20

Dazzling Daffodil


THREE: BABY BOOMERS Our target three print will encourage the empty nesters to embrace their free time together now that the kids have moved out.

Rekindle the flame. The kids are gone. The love story goes on.

WGB29

Creamy Blueberry

WGR20

Say it with paint

Available at

Cherries Jubilee

Say it with paint

Available at


NEWSPAPER

ONE: MILLENNIALS Our target one print shows how young renters can personalize their apartments while saving money.

It’s time for a fresh coat of independence.

Happy Mother’s Day. Today, you celebrate the woman who brightens your life. Brighten hers.

WGB11 WGR20

Say it with paint

Caribbean Sunflower Sea

Say it with paint

Available at


LEVERAGING THE POWER OF WALMART MEDIA TV

“EXPECTING” :30 SPOT

TONE: EMOTIONAL, UPLIFTING, INSPIRING

TV spots will show how painting can affect the lives of each of our three targets. Each spot will display new home décor and painting projects. Product placement in trusted TV shows such as Design Star will demonstrate Glidden’s high quality paint.

WALMART SMART TV The Walmart Smart Network is a highly measureable in-store digital network that delivers relevant information where 70% of purchasing decisions are made. The animated displays will show a room transitioning from before paint to after paint and just how much a difference saying it with paint can make. These are strategically placed at the front of the store and checkout lines along with various areas of the store to capture consumer attention.

Close-up of a baby’s mobile.

Pan out to an empty room prepped for painting.

Woman holding a swatch in front of a bare wall. VO: “How do you tell him you love him before you’ve even met him?”

Close-up of her opening a fresh can of Glidden paint. VO: “Bring him into a bright world and promise him an even brighter future.”

She lays a fresh coat on the wall.

Pan out of her and her husband admiring her completed work.

Say it with paint

Close-up of her pregnant stomach. VO: “When there’s too much to say, say it with paint.”

VO: “With Glidden at Walmart.”

VO: “Save money. Live brighter.”

12


SHELF TALKERS

REGISTRY SHELF TALKERS

We will highlight painting in other departments of Walmart to boost in-store consideration. According to a Mintel study, 29% of U.S. shoppers impulsively buy from categories they didn’t plan to. Our in-store displays will encourage customers to purchase complimentary decorating items and build their confidence in decorating.

Don’t have much money, but want to give a great gift? Paint a room! We will take advantage of Walmart’s Gift Registry and place shelf talkers in the baby care and appliance aisles, which will invite consumers to add an unexpected item to their registry: paint.

HOME IMPROVER REWARDS We will create a program that allows customers to collect reward points from Glidden purchases in order to exchange them for Walmart home décor items. This will encourage loyalty to both Glidden and Walmart. It also allows us to engage directly with the Home Improver by delivering coupons and decorating ideas.

PARKING LOT We will wrap paint can decals around the foot of parking lot posts and put “Say it with paint” swatches at the top. The swatches will also help Walmart customers remember where they parked, and everyone appreciates that.

6

WL3390

Lucky Shamrock

Say it with paint

13

6

WL3390

Lucky Shamrock

Say it with paint


SHOPPING CART

RED WHITE & YOU

Advertising in the shopping cart will increase awareness and consideration throughout the consumer’s shopping experience.

In line with Walmart’s initiative of hiring veterans, we will set up a program that invites soldiers’ wives/husbands who live near military bases to redo a room with Glidden paint. Glidden will donate the supplies while Walmart employees and community volunteers will help paint the home.

PAINT SWATCH GREETING CARDS By placing paint swatch greeting cards in the most emotional part of any store, the card aisle, we will encourage our target consumers to “Say it with paint,” regardless of occasion.

PUBLIC RELATIONS We will increase awareness and credibility for Glidden and Walmart. Press releases will cover various aspects of the campaign, primarily the Soldier Welcome Home project.

14


SAYING IT WITH PIXELS

YOUTUBE Glidden’s new YouTube Channel will play host to instructional how-to videos regarding home improvement and DIY projects to inspire Home Improvers everywhere. This will also have the @GliddenSays Twitter account embedded on the page in order to have questions answered on the fly.

TWITTER

PINTEREST

FACEBOOK

We will create an @GliddenSays account that will serve as a cyber paint professional, answering specific questions from Glidden customers.

We will create a variety of boards that users may interact with regarding what type of “Say it with paint” project they are interested in undertaking.

We will allow users to express themselves by writing messages to their friends on a Glidden color swatch of their choice.

COMMUNITY WEBPAGE We will create a question forum on the Walmart website where users can ask questions to be answered by Glidden professionals.

HOME IMPROVER BLOG BADGE Home Improver

Say it with paint

We will create a Glidden Home Improver Badge to place on DIY blogs. This will serve as a certification for readers to trust the blogger’s knowledge, integrity, and creativity.


HOME IMPROVER MOBILE APP Walmart’s goal is to have every consumer using a smartphone in stores. According to a recent Walmart report, 60% of Walmart shoppers use mobile in-store and the Walmart App drives 12% of sales. We will create a three-part mobile experience with the brand and its products, which will allow consumers to engage with Glidden and Walmart at any time.

Imagine it

Plan it

Say it

Using augmented reality, the user can project any Glidden color onto his or her walls. This will minimize the risk of picking the wrong color.

The user can compile a “Wish List” of paint colors and Walmart Home Décor products with the help of Walmart’s color-match recommendations.

The user can then share his or her chosen swatch, finished projects, and favorite Walmart home décor items via social media.

SEO By implementing Search Engine Optimization, we will increase Glidden’s presence on search engines, leading more consumers to consider purchasing Glidden at Walmart.

16


FINDING THE PROFIT IN PAINT THE NEWHOUSE TARGET OPTIMIZER TARGET

ONE

TWO

THREE

PAINTED INTERIOR BY SELF

37

36

125

INTERIOR PAINTED OVER PAST 12 MO

34

45

129

PAINTED EXTERIOR BY SELF

12

29

126

EXTERIOR PAINTING OVER PAST 12 MO

10

35

118

# OF HOUSEHOLDS

41

63

196

DISCRETIONARY INCOME MEAN

82

63

155

CURRENTLY SHOPS AT WALMART

99

102

109

CURRENTLY BUYS HOME DÉCOR AT WALMART

105

163

131

CURRENTLY BUYS PAINT AT WALMART

97

82

135

TARGET OPTIMIZER INDEX

46

65

112

MEDIA SPENDING PERCENTAGE

21%

29%

50%

INTERIOR WORK

EXTERIOR WORK

DEMOGRAPHICS

WALMART SHOPPING HABITS

17

With three targets as potential customers, it was necessary to find a way to leverage each target perfectly without overspending. We decided to develop the Newhouse Target Optimizer and found these three do not have equal painting and profit potential. Our most important targets are the Baby Boomers, Colleen and Rich. They are already painters, there are nearly twice as many of them as the other two targets combined, they have far more discretionary income, they are the best Walmart shoppers and they are already buying paint at Walmart. Target two, the young Menendez family, has the second greatest potential, and Jennifer, our millennial target, has the lowest painting and profit potential. Because our spending is focused down to the percentage, our media plan stretches its maximum reach while focusing in on each target in their particular media. Tracking scanner sales to pinpoint and optimize in particular markets will give us an advantage in tracking consumer interest.


WGY08

Sunflower

REACHING CONSUMERS WHEN THEY’RE PRIMED TO PAINT THE MEDIA

GEOGRAPHY

MEDIA OBJECTIVES The campaign will have a target reach when advertising of 70% and a frequency of 4+. We will build reach and frequency through use of in-store advertisements including the Walmart smart network that has 140 million impressions every week

MEDIA BREAKDOWN We will reach consumers when they are shopping home décor, finding inspiration in home improvement shows, and seeking information online. With our campaign, we will reach more than 160 million viewers. The media spending will be heaviest during the first two months as we launch the campaign. Advertising will continue from May through September in various media with an emphasis on holiday weekends. Spending will increase during the weeks leading up to Memorial Day, Mother’s Day, Father’s Day, Fourth of July, and Labor Day, when our consumers are most likely to start a new painting project.

Cable TV: 11% Magazine: 13% Newspaper: 7% In-store: 32% Smart Network: 26% Digital: 2% Reward Card: 5% Miscellaneous: 3%

Target 1 Target 2 Target 3 Targets 1 and 2 Targets 1 and 3 All Targets

Very Berry Country House Blue Sunflower Deep Dusty Rose Lavender Shadow Pearl Grey

Target 1 Very Berry Target 2 Country House Blue Target 3 Sunflower Targets 1 and 2Deep Dusty Rose Targets 2 and 3Lavender Shadow Our campaign utilizes spot markets for in-store, magazine, and All Targets Pearl Grey

newspaper. 54% of our budget was spent regionally and 46% was spent nationally. States were selected based on the density of the target population and the ratio of Walmart stores to state square mileage. It is more efficient to buy print publications regionally. This allows for concentrated exposure in target dense areas.

18


FLOWCHART

Denotes that both a full page and half page advertisement will run that week

19

Target 1 Very Berry Target 2 Country House Blue Target 3 Sunflower Targets 1 and 2Deep Dusty Rose Targets 2 and 3Lavender Shadow All Targets Pearl Grey

Target 1 Target 2 Target 3 Targets 1 and 2 Targets 1 and 3 All Targets

Very Berry Country House Blue Sunflower Deep Dusty Rose Lavender Shadow Pearl Grey


WGY08

Sunflower

WATCHING THE PAINT DRY

THE EVALUATION: MEASURING ATTITUDES, ACTIONS, AND RESULTS

BEFORE 66% Awareness

35% Conversion

23% Consideration

22% Conversion

5% Purchase

4% Willing to Recommend

80% Conversion

AFTER 90% Awareness

56% Conversion

50% Consideration

36% Conversion

18% Purchase

17% Willing to Recommend

94% Conversion

We will conduct concurrent and post-testing evaluations to ensure our campaign objectives are being met. We will conduct telephone interviews, e-mail interviews, surveys and product audits to provide a view of our campaign’s effectiveness as it occurs. In real time, we will adjust media placements if necessary to maximize sales and profitability.

FUTURE RECOMMENDATIONS The Home Improver never takes a day off – and this campaign should not have to either. “Say it with paint,” as illustrated, can live across multiple forms of media successfully, and can continually innovate within our three targets for future extensions of the campaign. By focusing in on seasonal triggers and promotions, consumers can find ways to “say it with paint” at touch points annually. The Home Improver is Glidden and Walmart’s best customer and always has been. We are 20 simply giving her one new tool and helping her say it with paint.



Glidden at Walmart Integrated Campaign