Ohio University NSAC Glidden Plans Book

Ohio University 2013

EXECUTIVE Campaign Objectives

To increase awareness and consideration of Glidden paint sold at Walmart stores within DIY shoppers.

Target Audience

Our DIY shopper market consists of three segments: Female Millennials who are renters with lower incomes Young minority families that are current Walmart paint shoppers with low incomes Caucasian baby boomers who are homeowners and currently shop Walmart Home

Table of Contents 2 MArketing 7 Creative Strategy 8 Awareness 13 Consideration 16 Media Strategy 18 RETURN ON INVESTMENT 20 Team Members

Key Insight

Rather than focusing on large-scale projects, overall, our target audience prefers small-scale projects.

Creative Strategy By focusing on small projects, Glidden is able to restore confidence and provide inspiration for DIY shoppers. Glidden is able to assist DIY shoppers overcome any limitations they may face during the paint process.

Positioning Glidden is the paint that makes every project easy, fresh, and fun.

Media & Promotions Strategically implement Glidden messaging into mediums relatable to DIY shoppers.

Engage the three target segments by non-intrusively implementing Glidden paint sold at Walmart stores into their everyday lives.

Budget Allocation 1% Earned 25% Digital 39% Paid 24% Owned 11% Out of Home

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Glidden paint gives endless possibilities for beauty on a budget. With the Brilliance Collection at Walmart, shoppers may purchase the Glidden name and quality product for the price that fits their budget. Glidden gives its users the confidence to do things themselves by making the painting process easy, fun, and accommodating to their personal style.

DIYers share Glidden’s passion for creativity. Spanning from young female professionals to new families and experienced shoppers, Glidden bridges the gap to bring projects to life for all ages.

The consumer wants to be creative, however, they have the constraints of time, money, realty restrictions, and painting experience. With this fully integrated campaign, we plan on showing these DIYers that bringing fresh color to small-scale projects and accent pieces can completely change the look of a room.

SWOT Strengths Ready-mixed testers with built-in paint brush Low-cost paint solution Location allows for a one-stop shop for all things paint In-store home decor products allows for an extension of the decoration process No competitors within Walmart

Co-branding with Walmart’s Mainstay for complimentary style and personalization Partnership with Better Homes & Gardens Utilization of Walmart’s layout, space and product selection to add interaction Collaboration with online innovation leaders and influencers to spark inspiration

Opportunities

Weaknesses Perceived as being lower quality Low awareness of product at Walmart retail locations Renters often unable to paint large-scale wall projects Many prefer home improvement stores when paint shopping Consumers wants assistance when purchasing paint, and view Walmart as having poor customer service

Competition added 2 in 1 (paint + primer) Competition copied enhanced color selection tools Home improvement stores have associates with better product knowledge Competitor’s product selection puts shoppers in the home improvement mindset

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TARGET

Our audience of DIYers spans a large age range. Although they are all at different stages in life, they can all use color to refresh the look and feel of a room. Additionally, they value quality paint at a price that fits their budget, great color selection, knowledgeable assistance, and easy to use products.

Modern Movers Female Millennials Lower incomes Renters Creative Inexperienced Do not see Walmart as an ideal shopping destination Appreciate convenient locations and value

New Nesters Young families On a budget Live in rural areas Frequent Walmart shoppers Consider it a regular shopping destination Either renting or living in their first owned home

Settled Shoppers Baby Boomers Experienced DIYers Established within their homes Shop Walmart home decor Rarely enjoy painting Confident, experienced painters Brand loyal Do not have a favorable attitude toward Walmart

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COMPETITION Sherwin Williams Positioned as providing innovative solutions that ensure success Current consumers are very brand loyal Many retail locations and knowledgeable associates contributes to users’ brand loyalty

Home Depot Store focuses around home improvement Having a large selection of paints and brands provide many options Store associates are intelligent on all things home improvement

Behr Embraces value, performance, and innovation Positioned as a well-known and loved brand Enjoyed by users due to color selection and location within home improvement stores

Benjamin Moore High quality paints and finishes Positioned as having knowledgeable and customer-friendly retail store operators Viewed as great quality by consumers

Valspar “Love Your Color Guarantee�

Positioned as being energetic and exciting Viewed to have a reputation of quality paint

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BRAND PERCEPTION

Glidden Positioning Glidden is positioned as simple, fun, and cost efficient for its users.

How DIYers Perceive Glidden Glidden overall is seen as cheaper and decent quality. Generally, our targets prefer to shop at larger home improvement stores for their paint.

When asked what brand they typically use, most did not say Glidden Sherwin Williams - 41% Behr - 32% Valspar - 12% Glidden - 7% Benjamin Moore - 5% Olympic - 3% Sherwin Williams had the highest favorability due to its well-known reputation.

“Sherwin Williams has a good reputation as a quality paint. We have become very loyal.” - Female, 47 “I prefer Sherwin Williams. It is a well-known brand, and it has always been used in my family.” - Male, 55

Shoppers had mixed opinions of Walmart.

“I like shopping at Walmart. I like that it is open 24 hours and near me. They could improve on their customer service skills.” - Female, 30 When asked if they feel comfortable shopping for DIY products at Walmart, many would rather go elsewhere due to associates’ knowledge of paint.

“I don’ t feel comfortable buying paint from Walmart. I think the staff is rude, undertrained, and indifferent to ensuring that I am mixed a proper product at the paint counter.” - Female, 44 When asked about how a Walmart experience could be better, the majority said that their product selection and associate knowledge could be drastically improved.

“Generally, I think of them as low cost for many things and poor quality. I like the pricing and selection. I’ ve had issues with the people working there, so if I need assistance from a knowledgeable professional, I usually go somewhere else.” - Male, 58 Ohio university I 5

PRIMARY RESEARCH

SurveY Responses We learned that our consumer is discouraged from using online applications and online room virtualizers.

To gain a deeper understanding of our target segments, we conducted online surveys and in-depth interviews.

“Even after we use them, we end up going to the store and looking at their color samples.” - Male, 58

Responses

Interviews

In-Depth

33 171

Survey

Modern Movers and Settled Shoppers are to do small-scale projects.

59% more likely

They more often use social media to gain their inspiration, and

92.5% said that they draw inspiration from Facebook.

83% look to in-store associates to answer questions, rather than watching online how-to videos.

55%

of the Modern Movers have not conducted a largescale paint project before.

in-depth interviews They love the satisfaction of completing a DIY paint project Our target is most likely to repaint a room because it is in need of a refresher.

“I usually want to update the rooms in my house. When I’ m tired of looking at the same old thing, I get inspired to change it.” – Female, 58 DIYers utilize trial-sized paint for both large and small scale projects.

“I loved it! It’ s great not only for testing, but for using on smaller projects.” - Female, 22 In general, post-project clean up is their least favorite part.

“When I’ m done painting I just want to see how nice the room looks. I don’ t want to take the time to put everything away.

- Female, 58 They believe that in order to feel comfortable purchasing paint in Walmart, the paint would need to be known for quality and Walmart would need associates with knowledge on the product.

“I buy paint from DIY stores and decorating items from Walmart. I like the advice a salesperson can give us for the paint and color selection. Customer service is key to finding the right fit.” - Female, 31

“Any project is a personal victory. There is no greater experience than doing it yourself. Not everyone has the skills, but once you have done one you can fire yourself up to do the next as it arises. Hiring someone means then availing oneself to another schedule or invasion of personal space, and that’s not fun.”

– Male, 60

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CREATIVE STRATEGY Key Findings Our target has restraints of time, money, realty restrictions, and DIY experience.

They perceive Walmart as a low-quality product retailer with inexperienced customer service.

Target segments strive to be creative and want to show their personalities in their projects.

Creative Strategy Glidden makes the painting process fun, easy, and smooth. Our target needs support and assistance in order to make their projects all that they want them to be. Because of the limitations facing our target, they are hesitant to take on large-scale paint projects and prefer to work on smaller projects. Glidden can be the paint to restore confidence in the consumer’s mind and let them grow to accomplish larger projects in the future. Our strategy will show how making small adjustments can produce a huge difference.

Big Idea

Fresh color gives little things big life This idea works with building the confidence of our target and allows for budget-friendly DIY inspiration. Glidden provides the “fresh color” to every project, making the improvements significant no matter the scale. This aligns with Glidden’s current tagline, “Glidden Gets You Going,” by being the paint that leads to making a big impact in the projects and lives of our target.

Our creative strategy is split into two categories: awareness and consideration. We have strategically developed executions to build awareness of Glidden paint sold at Walmart stores. Once consumers are aware of Glidden, we want Glidden to become part of the consideration set when choosing DIY paint projects.

Campaign Manifesto “It’ s the smallest of things that make your world the brightest. It’ s these little things that capture the happiest of memories and best of times. They come from the random adventures, where your biggest worry is the day ending - so capture it! Take too many pictures. Go the extra mile. Be spontaneous! Leave your mark. Laugh too loud. Have a ball. Explore the unknown. Let go. Absorb your surroundings. Find the positive. Share your stories. Inspire others. Form your palette. Give the little things big life.

Accent yourself!

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AWARENESS

In order to attract our target segments, we first need to inform them of the Glidden Brilliance Collection sold at Walmart stores. We’ve strategically planned to connect to our consumers through TV, print, digital, social media, and promotional events.

TELEVISION Despite the fact that the world is moving towards digital, our consumers still place a heavy emphasis on television.

We cross-referenced MRI lists for our three target audiences in order to efficiently select networks that our consumers are watching. Each target audience indexed as high for television as they did for magazines and digital.

Looking through the Glidden Brilliance Collection at Walmart, she becomes inspired.

She leaves Walmart carrying a Glidden bucket and brush to begin brightening up the town.

She starts to run around the city with her ‘magic’ brush, accenting the city with fresh color.

Skipping around town, she adds a new coat to a previously dull fire hydrant...

...gives a park bench a makeover...

...and brings big life to a newly colored light post.

“A little fresh color changes the way we see things.”

“Accent your life with Glidden’s Brilliance Collection available at Walmart.”

Kate sits in her new apartment and notices that her white walls are lacking color.

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MAGAZINE Glidden gets you going

Glidden gets you going

Accent your Game Night

Accent your Tan Lines Brighten your perspective and give your getaway fresh color with Glidden’s Brilliance Collection. Whether you’re redesigning a room or bringing new color to your ocean view, Glidden gets you going back to the beach in no time. Start fresh.

Accent your Tan Lines Aqua blue

COSTAL LIVING Glidden shows them it’s easy and fun to accent their getaway with small paint projects to bring the beach into any room!

Sitting around the table has brought triumph and heartbreak.

During these moments we are all family, but the only thing that’s priceless are these Brilliant moments that define us.

Start fresh. Accent Your Game Night.

Deep garnet

FAMILY CIRCLE

This ad is perfect for our New Nesters because it touches on the very personal moments of a family game night.

DIGITAL

eBAY

PANDORA The Glidden logo will be dressed in outfits related to genre, ranging from rocker wear, hipster glasses and hats, and glammed out for pop.

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Besides leading many websites with high traffic, the potential to find that one great purchase hits all target segments. Whether our target audiences are literally giving their collections new life or inspiring them to find a collection, Glidden offers a product message to start fresh and give your passion a new perspective.

SOCIAL MEDIA Our social media plan utilizes Facebook, Twitter, Instagram, and Pinterest. Promoted Facebook posts and Tweets will drive user engagement, allowing users to explore current contests and online promotions.

Search Engine Marketing We reccomment Google Ad Words in Google’s search feature. Keywords will involve the brand, competitors, and terms specific to our campaign. Keywords will include: Paint, Glidden, DIY, summer projects, and small makeovers.

To be more strategic, we will also include phrases like ‘inexpensive paint’ and ‘Sherwin Williams’, so when consumers search for our competitors, Glidden will be sure to show up.

Glidden paint - Brilliance Collection www.walmart.com Accent your life with Glidden’s Brilliance Collection, sold exclusively at Walmart

Instagram

Twitter

Instagram users would upload a photo of their favorite little thing they have in their home and include the hashtag in the caption. They can then browse other photos users have uploaded for inspiration by searching the same hashtag.

This contest allows communities in our spot markets to identify a local project in need of a makeover. Community members will rally support for their project through Twitter using #GliddenBucketList. Tweets must explain their story and will promote their suggested project. The public has three months to vote for their towns and favorite stories via our interactive magazine. Glidden will assist the top five cities with the most votes. Winners will receive a makeover and project help sponsored by Glidden paint and team experts.

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OUT OF HOME Subway Stairs In the spot markets with underground subways, Glidden will redo the stairs and walls leading down to the tunnels. Each staircase will be made over depending on the unique aesthetics of each city. Washington D.C. will be hues of green and white to represent the grassy lawns and buildings that make up the capital. New York City subway stairs will be deep purples, blues, and yellows to represent the city skyline at night.

Public trash cans & Benches To provide a pop of color on the streets of our spot markets, public trash cans and benches will receive a Glidden makeover. They will sure to be recognized by the people who pass them everyday, showing how a small change can make a big difference.

Bus Wrap Buses will also get a Glidden makeover and will demand attention of anyone on the street. We will wrap buses in campaign material in attention grabbing ways that also reflect our campaign. They will run in our spot market cities of New York City, Los Angeles, Salt Lake City, Washington DC, and Philadelphia, all of which ranked with high percentages of public transit riders.

Restroom Wraps Restroom stall wraps in Walmart will catch and hold the attention of consumers visiting the stores bathrooms.

These ads will direct shoppers to the paint section, providing awareness to the brand’s presence within the store.

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IN-STORE Delivering advertising material within retail locations is important, since all three segments already find themselves shopping here. Through a series of in-store displays, we will grab their attention and direct them to the DIY and home decor sections.

Interactive Wall A digital monitor with a motion sensor will be placed near the entrance of each Walmart within our spot markets. The monitors will display a room in need of a color refresh with Glidden’s color pallette off to the side of the screen. Shoppers will be able to stand in front of the wall, select a color, and change the color of part of that room with the wave of a hand. After the color has been changed, the screen will display the name of the selected color and direct the shopper to the Glidden paint section.

Displays For in-store promotion, floor decals replicating a paint spill will be placed toward the front entrances and trail back to the DIY and home decor departments. There will also be a display of paint cans stacked in the shape of a house near the front entrance of stores in each spot market.

Paint Chip Tags In order to drive Walmart customers to the paint section, paint chip tags will be distributed in areas that Walmart shoppers visit most frequently, such as the grocery, beauty, and garden departments. The paint chip color will match the color of a Walmart product they’re browsing, and will inspire them to explore the DIY department.

Walmart Field Day Walmart will host a DIY Field Day during Labor Day weekend. Participants can use Glidden paint to decorate items from Walmart such as coffee mugs, flower pots, picture frames, and other DIY materials. This event will take place in the parking lots of all of our spot markets and will attract all three target segments to the Glidden brand.

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CONSIDERATION After gaining awareness, the next step is getting consumers to consider purchasing the Glidden Brilliance Collection.

Digital Kiosk Color consideration is a difficult process for consumers. Touch-screen digital kiosks in the DIY department will assist in determining the perfect product for customers by asking them a series of questions and narrowing down their options. Once a final conclusion has been made, it will ensure the product is in stock, direct them to the product’s in-store location, and make further color and decor suggestions.

Paint Pro An important aspect of our campaign is making the DIY experience much more personal. Glidden Paint Pros are trained experts in everything Glidden and DIY. These experts can be contacted online within Walmart locations and asked specific questions about paint projects. Our goal is to create a go-to outlet and provide the means for people who are unfamiliar with painting where they can turn to ask basic questions and get the right answers. This personal connection is much more desirable for people who are novices at painting.

Featured Contest of the Month Each month of the campaign, Glidden will host a DIY contest surrounding a particular theme that will promoted on Glidden’s social media sites. Beginning on the first of the month, contestants can submit a photo of their project they completed using Glidden paint and Walmart products that encompasses the given theme. The projects can range from small fixer-upper projects to large-scale room makeovers. At the end of the month, the first place winner receives a $500 Walmart gift card.

MAY: Spring Showers Bring May flowers JUNE: Cup of Coffee JULY: Backyard BBQ AUGUST: Travel SEPTEMBER: Campfire

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BloGger Sponsorship Kim Myles, the winner of HGTV’s Design Star, will have a partnership with Glidden for in-store and online promotions. Kim falls into our New Nester segment and focuses on inexpensive projects that create lasting impressions. She will be used in-store on promotional pieces around the paint section, providing DIY tips, creative paint projects, and promote social media contests.

Don’t Can your Can Glidden’s Don’t Can Your Can contest is aimed at promoting a green agenda. The premise of the contest revolves around getting Glidden customers to find innovative uses for their used paint cans instead of just throwing them away. The creations will be submitted through social media, and the winner will receive an eco-friendly recyclable bag stuffed with Glidden products. Don’t Can Your Can is live from June-August.

Glidden Goes Green Our selected Walmart locations will advocate the recycling of old paint cans.

Through a paint can recycling program, our target will bring in old paint cans that are otherwise hazardous to the environment. Each location will host a container for painters to drop off their used cans. The program will last yearround but every three months used paint cans from each spot market will be collected and counted. The winning spot market will be featured as “Glidden’s Greenest City.”

Pin Packs PinPacks are convenient, prepackaged tools from Glidden that will help DIYers with their next upcoming project. These PinPacks include items such as a paint rollers, roller covers, painters tape, paint brushes and a paint tray. Participants can purchase these while browsing Pinterest for paint projects and as they plan their creative activity.

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INTERACTIVE Glidden will be presenting its campaign through Accent Magazine. This interactive magazine will be available online, mobile, and in print at Walmart stores. This magazine will make an effort to convey many of the aspects we find important to connecting with our target. It will have a huge focus on promoting creativity through DIY projects, as well as a catalog of current Glidden colors and comprehensive FAQs. This will play a crucial role in changing our consumer’s brand perception of Glidden and alerting people to its presence in Walmart.

1. INSPIRATION The Inspiration section includes user-generated DIY projects as well as expert projects to inspire consumers for their paint projects. It will be mostly visual and mirror that of a Pinterest page. The layout will be organized by themes. Clicking on the images will navigate users to a step-by-step process on how to complete the project. PinPacks will also be available for purchase in this section.

2. Color Palette The Glidden Brilliance Collection’s 306 color palette will be displayed here and will also be used interchangeably within sections. For example, if you are in the inspiration section you will be able to access the color palette in order to find the perfect color match for a DIY project or room makeover.

Accent Magazine

1. Inspiration 2. Color Palette Inspiration 3. Contest of the Month 4. Kim Myles 5. Social Media 6. FAQs & How-Tos What you will need:

1. Furniture set 2. 1 Gallon,Glidden Paint - Shaded Fern 3. PinPack supply kit- purchase here 4. One afternoon free

Accent her First Bedroom

3. Featured Contest of the month This section of the Accent Magazine will show off the winners of each monthly contest and their projects.

It will also include specific details, rules, and a submission area for the Featured Contest of the Month.

4. Featured Blogger Kim Myles will post her ideas and tips in this location on a weekly basis for consumers to browse and find help and inspiration.

5. Social Media This section of Accent Magazine will feature Glidden’s social media outlets along with our social media campaigns like the #GliddenBucketList campaign. A running count of the Glidden Goes Green collected in each spot market will be housed within the tab.

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6. FAQs & How-tos This section will be thorough and include how-to videos, step-by-step tips, open forums for discussion on paint technique, and suggestions by Glidden and Walmart.

MEDIA

MEDIA SPENDING Print: $1,381,830 TV: $2,475,000 OOH: $1,156,000 Digital: $1,093,750 Social: $1,370,084 Total: $7,476,645

Objective In order to achieve our campaign goals, media will obtain a high frequency with a locally targeted reach. Our objective is to increase brand awareness of Glidden’s Brilliance Collection in Walmart stores nationwide. Through this increased awareness, the sales for Glidden paint will increase.

18.5% 33% 15.5% 15% 18%

Media Mix After extensive cross-referencing and MRI research, we will reach our target audience with a mix of paid, owned and earned media. We provide a national base through social media while enhancing local media in order to geographically reach each segment of our target market. The media placements will ensure that our target audiences will become knowledgeable of Glidden’s paint in Walmart stores nationwide.

Scheduling The schedule will begin in May 2014 and go through October 2014. This campaign will run subsequent with Glidden’s national “Glidden Gets You Going” campaign. Executions were flighted based on the creative strategy of beginning with awareness and continuing with consideration-based placements. Placements were based on the month and attributes in order that we were hitting our target audience with the right media at the right time.

To determine our top spot markets, we cross referenced top growing cities, top 10 cities for young professionals, best cities for bargain shoppers, top cities for empty nesters, top 10 diverse cities and top 10 cities where baby boomers will retire. These eleven cities justifiably represent populations of our three target markets.

SPOT MARKETS

MN

Minneapolis, MN

y, UT

New York, NY Philadelphia, PA PA Washington D.C.

Salt Lake City, UT

Los Angeles, CA

Raleigh, NC

Phoenix, AZ Dallas, TX

D.C.

Atlanta, GA

Houstin, TX

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CONSIDERATION SETS The following were selected based on cross-referencing the most popular networks of the Modern Movers, New Nesters, and Settled Shoppers:

TELEVISON HGTV Comedy Central MTV Bravo TLC E! CNBC Food Network DIY NetworK

MAGAZINE Forbes Coastal Living: May, October Family Circle: Colors Issue This Old House july: annual re-model contest

DIGITAL Pandora Yahoo News Amazon Ebay Weather.com Espn.com Hulu Monster.com Groupon

FLIGHTING

TOTAL: $9,614,594

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217,149,440

ROI

To assure our campaign is successful, we calculated our ROI (Return on Investment) and proposed tactics to measure the campaign’s effectiveness as it is implemented. Our goals for this campaign were to raise awareness and consideration for the Glidden name within Walmart by our Modern Movers, New Nesters, and Settled Shoppers.

ROI By assessing the number of impressions on our target that will be made by this campaign, we calculated an ROI of approximately , assuming that of our total impressions will purchase paint. This would result in a total of $175,695,612 in sales by the end of our campaign. In comparison of Glidden sales from 2012, our campaign will provide an increase for the year 2013.

17%

3%

8%

In order to break even, we aim to achieve a conversion rate of

.2% of all of the total impressions.

Measurement To track the increase in awareness for the Glidden name, we plan on monitoring: Nielsen impressions for our television spots Increase in user interaction on Facebook, Instagram, Twitter, and Pinterest Quality of conversation regarding Glidden throughout all social media: positive, negative, and neutral Use of our hashtags #GliddenBucketlist and #FavoriteLittleThing Amount of in-store advertising materials that are handed out Number of downloads for our interactive magazine To measure the increase in consideration, we plan on tracking: Click-through rate of online banner ads Repins and likes on Pinterest of our PinPacks and other Glidden Pinterest content Clicks on Google Adwords Amount of uses of the in-store Interactive Wall Amount of participants at our events like Walmart Field Day Number of entries in our featured contents In addition to tracking our executions throughout our campaign, we also plan to analyze Glidden’s favorability among those that purchase Glidden paint by issuing a survey link on the Walmart receipt.

COPY TESTING

To make sure that our creative ideas resonates with our audience, we conducted copy testing among our target:

“I like the idea of accenting because its a way to redefine your space and give it personality.”

- FEMALE, 21

“I like the idea of ‘ A ccent.’ I think that’ s clever, and it would get my attention. It is a lot easier to do the smaller projects because we don’ t have enough time to do the whole house or other big projects.”

- FEMALE, 32

“I like the idea of ‘ A ccent.’ I think that’ s clever, and it would get my attention. It is a lot easier to do the smaller projects because we don’ t have enough time to do the whole house or other big projects.”

- FEMALE, 55

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RATIONALE Television: Despite the fact that the world is moving towards digital, our consumers still place a heavy emphasis on television. We cross-referenced MRI lists for our three target audiences in order to efficiently select networks that our consumers are watching. Each target audience indexed as high for television as they did for magazines and digital. We felt that television would be a great way to effectively target each of our target audiences at once. The television spots will also bring our campaign more light and clarity.

Magazines We are implementing the use of magazines to our Settled Shopers, as they reflect a high usage of this medium. Magazines will have long-lasting impressions in the homes of our third target market.We will focus on special edition issues within the allotted campaign time. We used MRI data to pinpoint magazines that would target our market most directly and have also found that these magazines are highly consumed by adults who have visited Walmart twice in the past 30 days, and among adults who have purchased Glidden in the past 12 months.

Online: Advertising online provides to reach a vast audience in a more cost effective way compared to traditional forms of advertising. Cross-referenced MRI data shows that our first and second target audiences are heavy internet users. Therefore, the internet aspect of the campaign is mostly targeted at them. We have also taken care to use websites that target all three of the audiences, as members of the third target market are also on the internet.

Out-of-Home: Our ou-of-home buys focused in our 11 spot markets to ensure high levels of frequency within our target audiences. Having different trash cans, benches, and street lights are small changes that almost everyone passing by will notice. We also looked to bring some awareness of Glidden paint to Walmart customers while they are in-store. This is why we plan to suggest to implement Walmart bathroom advertisements in our spot markets.

Buses: According to the American Public Transportation Association, people across the United States board public transportation 35 millions times per weekday.

We cross referenced lists of cities with high percentages of public transit riders from Forbes, Time.com and the U.S. News & World Report and many of our spot markets were included in these lists (New York, Los angeles, Salt Lake City, Washington D.C. and Philadelphia). The cities previously listed along with Dallas, Houston and Raleigh were all present on Walk Score’s top 25 transit-friendly cities.

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2013 OHIO UNIVERSITY NSAC TEAM

CAMPAIGN DIRECTORS STEPHANIE CESEAR & KYLE RANALLY

MARKETING DIRECTORS

CREATIVE DIRECTORS

KATE SLANKER & JULIANNE RUSHTON

MAThew ROBERTS & NOAH SACKSTEDER

MEDIA DIRECTORS

PRODUCTION DIRECTORS

LYNDE DEVLIN & AMY WORRELL

SPENCER GIBLIN & TAYLOR SEE

PR/PROMOTIONS DIRECTORS CARLY DAMMAN, COLIN PACELLI, LOGAN RICE, TRENT STEPHENS, LOREN TURNER, & ASHLEY FERRELL

CREATIVE

MEDIA

MARKETING

Key Contributors: Nicolas Rose Felice Schwarz Team Members: Matt Howard Jessica Kaifesh Anna Durrani Jasmine Grillmeier Sara Malone Sally Sugar Liz Gibson Emily Brockmann Lynde Devlin Spencer Giblin Steph Mussard Colin Pacelli Ashley Ferrell Morgan Decker Rachel Daub

Key Contributor: Stephanie Mussard Team Members: Colin Pacelli Carli Goergen Carly Damman

Key Contributors: Kayla Vaughn Carrie Hodgson Team Members: Katie Quinn Danielle Brehun Sara Malone

PRODUCTION Key Contributors: Rachel Daub Andrew Haas Team Members: Emily Brockmann Morgan Decker Stephanie Mussard Tyler Means Nic Ruebel Christopher Schlabach

PR/PROMOTION Key Contributor: Jasmine Grillmeier Team Members: Felice Schwarz Heather Wilson Amy Worrell Lynde Devlin

Special Thanks: Craig Davis Dan Hauser Anna Durrani Dempsey Murphy Katie Trombetti Carli Gorgen Jacob Williams Molly Vignos Justin Lackey Haley Kennedy

OHIO UNIVERSITY TOP 10 Orchid Blush Sexy Pink Pink Salmon Orange Marmalade Refreshing Mimosa SPRING GREEN Sugared Lime Caribbean sea Cool cobalt SHADED FERN Ohio university I 20