glidden speaks for
itself OKLAHOMA STATE UNIVERSITY SPRING 2013
the introduction 1 Executive summary 2 research 5 big idea 6 creative 12 imc 18 media 20 evaluation
studio 105 1 diverse team working toward a shared vision 0 boundaries on unconventional ideas 5 fundamental elements of a cohesive campaign
Studio 105 closes the door on the bland and ordinary and opens it only to the groundbreaking and extraordinary. We refuse to adhere to traditional outlooks of creativity. Our frame of mind is unique while still staying true to our clients and their goals. We turn exceptional ideas into unparalleled strategies. We focus on people, not targets. We are modern, expressive and original. We are Studio 105.
Our research has provided a base coat to support the goals presented in the case study. Our aggressive campaign exceeds the expectations for Glidden paint and accomplishes the following:
hHeEaArR uUsS OoUuTt Executive brief
Increases awareness of the Glidden bran d and establishes walmart as a primary paint retailer ch oice
at makes th m or tf la e p tiv rea d c an dia me ue niq a u es Integrat Glidden stand out among its competition
Expands on the efforts of Glidden and Walmart to connect with their consumers through promotions
while staying ts igh ns e i nc die au n d o se ba ies eg at tr s s Create true to Glidden’s distinct voice
Hey! We all know you don’t want to hear me speak. You would probably rather hear what the Glidden brand has to say. So, without further ado, Studio 105 presents “Glidden Speaks for Itself.”
- Brandon Kobs, Account Executive
the Â reasoning objectives
EA S E R Â t s u j Â n a h t Â e r o (M
what Â speaks Â to Â diyers 350 300
150 To Â fully Â understand Â Gliddenâ€™s Â consumers Â and Â how Â to Â effectively Â reach Â them, Â Studio Â 105 100 set Â up Â an Â aggressive Â research Â strategy Â to Â support Â the Â goals Â presented Â in Â the Â case Â study. 50 Our Â goals Â included: 0 f Investigate Â what Â primarily Â motivates Â our Â target Â audience Â to Â embark Â on Â DIY Â projects. f Understand Â the Â decision Â process Â of Â which Â paint Â brand Â to Â buy Â and Â where. f Reveal Â the Â Walmart Â shopperâ€™s Â attitudes Â toward Â Glidden Â and Â Walmart. f Identify Â the Â barriers Â of Â buying Â Glidden Â at Â Walmart.
Pintere Facebook Â
100 50 0 *quantitative Â survey Â data
research Â methods
47 266 678
Color Â Challenge Â Â Interactions
f0NEHOURSESSIONS Â Â conducted Â for Â all Â Â Â Â three Â segments
f3ESEARCHEDALLFOURREGIONS Â Â of Â the Â United Â States
fFEMALE fMALE f/ONTRADITIONALRESEARCH Â Â method Â gaining Â insight Â Â Â at Â Color Â Jam. Â
fREPORTEDFEMALE fREPORTEDMALE f$AUCASIAN "FRICAN "MERICAN )ISPANIC "SIAN"MERICAN
color Â jam Studio Â 105 Â hosted Â a Â concert Â â€“ Â Color Â Jam Â â€“ Â to Â interact Â with Â all Â segments. Â Putting nontraditional Â research Â to Â work, Â we Â created Â a Â color Â wheel Â to Â engage Â attendees Â and Â make Â survey Â question Â selection Â fun Â by Â spinning the Â wheel.
What Â competitors Â say Covering Â people Â in Â paint Â is Â clichĂŠ. Â Making Â puppies Â out Â of Â paint Â swatches Â is Â cute Â but Â lacks Â relevance. Â Paint Â as Â your Â soul Â mate Â ISPRETENTIOUS#RAGGING about Â matching Â paint Â to Â the Â color Â of Â random Â OBJECTSISWORNOUT This Â campaign Â should Â offer Â more Â than Â just Â color Â falling Â into Â a Â paint Â bucket. Â Glidden Â has Â the Â opportunity Â to Â position Â itself Â as Â the Â brand Â that Â understands Â why Â the Â DIY Â consumer Â paints.
Glidden Â Gets Â You Â Going
-OVE:OUR Â Color Â Guarantee
d&VERYONE Can Â Paintâ€? Â
Taking Â Color Â 'ROM-IFE #EAUTY + Â Durability
Sold Â at
Walmart, Â Home Â Depot, Â Spectrum Â Paint Â and Â Â secialty Â stores
-OWEcSAND specialty Â stores
Insist Â on Â Olympic
Paint Â for Â Your Â 3EAL-IFE
Value Â brand Â of Â -OWEcS
Paint Â + Â Primer Â in Â one
Find Â Your Â Soul Â Paint
f&XCLUSIVEPARTNERSHIPWITH#ETTER)OMESAND(ARDENS f-EADERININNOVATIONFORTHEPAINTINDUSTRY f(ENERATESPOSITIVEPUBLICITYWITHPHILANTHROPICEVENTS
f-ACKSTOPOFMINDAWARENESS f%OESNcTCAPITALIZEONITSINNOVATIONS f"FFORDABILITYLEADSTOSKEWEDPERCEPTIONOFQUALITY
f)IGHPAINTDEMANDINREGIONSWHERE8ALMARTS Â Â Â are Â primarily Â located f$ANINSPIRETHROUGHUTILIZINGSOCIALMEDIA f4OLDATTHELARGESTRETAILERINTHEWORLD
f$ONSUMERSAREMORELIKELYTOBUYSUPPLIESFROM Â Â crafting Â stores f)OMEIMPROVEMENTSTORESPERCEIVEDASHAVING HIGHERQUALITYPAINT f$ONSUMERSVIEW8ALMARTcS%*:SECTIONASLIMITED
the Â reasoning What Â the Â segments Â say "FTEROURRESEARCHWASCOMPLETEDANDTHERESULTSWEREANALYZED FOURBARRIERSEMERGEDEXPLAININGWHYCONSUMERS donâ€™t Â consider Â Glidden Â at Â Walmart Â their Â paint Â of Â choice.
â€œI Â would Â trust Â a Â hardware Â store Â more Â because Â I Â feel Â like Â they Â know Â more about Â the Â products Â they Â are Â selling.â€?
â€œGlidden Â is Â not Â on Â my Â radar. Â I Â didnâ€™t Â even Â think Â to Â go Â to Â Walmart Â to Â look Â for Â paint.â€?
Danielle Â Prieto, Â Segment Â 2, Â age Â 40
Brooke Â Barnum, Â Segment Â 1, Â age Â 22
Barriers: 1 2 3 4
(LIDDENLACKSTOPOFMINDAWARENESSASABRANDANDIN8ALMART It Â is Â an Â innovative Â brand, Â but Â they Â are Â not Â adequately Â advertising Â the Â innovation Â of Â their Â product. It Â is Â a Â more Â affordable Â product Â compared Â to Â other Â brands, Â therefore Â it Â is Â perceived Â as Â lower Â quality. Walmart Â isnâ€™t Â perceived Â as Â an Â outlet Â for Â home Â improvement Â or Â decoration.
target Â audience Thrifty Â Trendsetters, Â seg. Â 1 f8OMENAGES f-OWERINCOMERENTERS f&XPERIMENTSWITHTRENDS f$URIOUSWITHCREATIVITY
Driven Â Divas, Â seg. Â 3 f8OMENAGES f5RADITIONALHOMEOWNERS f&XPERIENCEDWITHPAINT f)ARDWORKINGPERFECTIONISTS
Modern Â Moms, Â seg. Â 2 f.INORITYWOMENAGES f-OWERINCOMERURALRESIDENTS f.ULTITASKINGMOTHERS f'AMILYFOCUSED They Â are Â more Â than Â just Â segments. Â They Â are Â all Â unique Â and Â have Â their Â differences, Â but Â they Â have Â many Â commonalities. Â They Â live Â in Â the Â South Â and Â Midwest. Â They Â are Â humble, Â socially Â connected Â and Â philanthropic. Â They Â shop Â Walmart Â for Â value Â and Â convenience. Â They Â are Â always Â on Â the Â go Â and Â know Â what Â they Â want. Â They Â are Â inspired Â by Â and Â an Â inspiration Â to Â those Â around Â them. Â Conscientious Â spending Â ignites Â their Â desires Â and Â abilities Â to Â transform Â the Â ordinary Â into Â the Â exceptional. Â In Â celebration Â of Â their Â diversity Â and Â similarity, Â Studio Â 105 Â identifies Â them Â as Â Mosaics.
the Â big Â idea
t in a p Â t s u j Â n a h more Â t DIY Â consumers Â donâ€™t Â need Â to Â be Â inspired. Â This Â target Â audience, Â which Â weâ€™ve Â named Â Mosaics, Â already Â knows Â what Â it Â wants. Â They Â donâ€™t Â pick Â a Â color Â just Â because Â they Â like Â it. Â They Â choose Â a Â color Â because Â of Â the Â energy Â it Â adds Â to Â their Â rooms. Â Their Â projects Â and Â walls Â make Â a Â statement.
talking Â paint sexy Â apples stinky Â baby USO Â INITIATIVES Interactive Â Video direct Â mail art Â show ARGUING Â ACCENTS (LIDDENALREADYHASTHEVOICE"LLITNEEDSISVOLUME5HEBRANDHAS character, Â and Â its Â personality Â should Â be Â heard. Â Studio Â 105 Â positions Â Glidden Â as Â the Â brand Â that Â understands Â Mosaics Â and Â speaks Â their Â language. The Â big Â idea Â communicates Â to Â Mosaics Â how Â Glidden Â helps Â them Â express Â their Â message, Â however Â unique Â that Â message Â is. Â It Â shows Â .OSAICSCANCREATEHIGHQUALITYSTATEMENTSEASILYANDCONVENIENTLY through Â Glidden. Â Mosaics Â donâ€™t Â have Â to Â bragâ€Ś
s k a e p s Â n e glidd Â for Â itself 5
The Â Language Â print Â ads
(More Â than Â just Â creative)
Â the Â ordin
I Â conquer
Itâ€™s Â not Â just Â a Â beige Â wall. Â Aztec Â Gold Â upgrades Â your Â room Â from Â the Â mundane Â to Â the Â powerful. Â With Â 306 Â colors Â available Â from Â Glidden Â at Â Walmart, Â you Â can Â make Â every Â room Â your Â treasure. Â Glidden Â speaks Â for Â itself.
Scan Â to Â hear Â the Â paintâ€™s Â voice.
ow Â Wow
That Â funky Â sme ll
Â is Â not Â me! Â Â Â Â Â Â Â Â Â Â Â W arm Â Caramel Itâ€™s Â not Â just Â a Â tan Â wall. Â Enjoy Â the Â soothing Â and Â cozy Â feeling Â that Â Warm Â Caramel Â brings Â into Â your Â babyâ€™s Â room Â without Â bringing Â the Â paint Â odor. Â Sleep Â easily Â knowing Â that Â Glidden Â is Â low-Âfume Â and Â safe Â for Â even Â your Â smallest Â family Â member. Â Glidden Â speaks Â for Â itself.
Bow Â Chicka Â W red Â delicious
This Â is Â more Â than Â just Â a Â red Â wall. Â Itâ€™s Â a Â wall Â of Â forbidden Â flavor. Â Red Â Delicious Â is Â sensual Â and Â romantic. Â With Â everything Â located Â in Â one Â store, Â setting Â the Â mood Â has Â never Â been Â so Â easy. Â Glidden Â speaks Â for Â itself.
Scan Â to Â hear Â the Â paintâ€™s Â voice.
Iâ€™m Â ready Â for Â my Â Pinte TRUE Â TURQUOISE
rest Â debut
Itâ€™s Â not Â just Â a Â blue Â vanity. Â With Â a Â True Â Turquoise Â makeover, Â your Â DIY Â projects Â will Â beg Â to Â be Â shown Â off Â to Â the Â world. Â With Â Glidden Â at Â Walmart, Â your Â supplies Â and Â decor Â are Â located Â in Â the Â same Â place, Â because Â you Â have Â better Â things Â to Â do Â than Â visit Â four Â different Â stores. Â Â Glidden Â speaks Â for Â itself.
Scan Â to Â hear Â the Â paintâ€™s Â voice.
Scan Â to Â hear Â the Â paintâ€™s Â voice.
#YGIVING(LIDDENAVOICEINTHECOPY THEPAINTCOLORISTHESTATEMENT Mosaics Â want Â to Â make, Â showcasing Â its Â quality Â and Â boldness. Â The Â paintâ€™s Â voice Â can Â be Â heard Â by Â scanning Â the Â QR Â code. Â Survey Â data Â revealed Â Mosaics Â find Â INSPIRATIONINHOMEIMPROVEMENTMAGAZINES'ULLPAGE FOURCOLORADSRUN twice Â per Â month Â from Â May Â to Â September Â in Â three Â publications. Â 1
diy Â takeaway Creativity Â is Â just Â around Â the Â corner Â for Â Walmart Â consumers Â when Â they Â can Â find Â simple Â and Â fun Â DIY Â instruction Â sheets Â in Â the Â craft Â and Â paint Â departments.
connected crafter "COOPMAGAZINE $ONNECTED$RAFTER HASBEENCREATEDTO INTEGRATE8ALMART #ETTER)OMESAND(ARDENSAND(LIDDEN PRODUCTS5HEMAGAZINEILLUSTRATESHOW.OSAICSCANUSE THESEPRODUCTSTOREVIVETHEIRHOMES5HEMONTHLYMAGAZINE is Â available Â online Â at Â MyColortopia.com Â Â and Â within Â Walmart Â at Â the Â front Â of Â the Â store, Â at Â the Â paint Â counter Â and Â distributed Â at Â promotional Â events. Â
The Language While MOSAICS may have an idea of what THEY want to buy, purchase decisions are not always preplanned: 3
70% of purchase decisions are made in-store 68% of purchases are implusive
68% of consumers are brand switchers
The passageway pillars are the perfect opportunity to promote Glidden because of high volumes of traffic flowing in and out of the store.
Speaking in the aisles Survey data indicated that Walmart is viewed as a grocery store rather than a home improvement store. The advertisements are strategically placed in various departments with products that correspond with certain paint names.
82% of survey respondents pri shop at walmart for groc marily eries
digital endcap "NIMATEDVERSIONSOFOURPRINTADSSHOWCASE(LIDDENcS superior quality and its exclusive collection to Walmart shoppers.
conveyer dividers Glidden speaks to Walmart shoppers as they check OUT REMINDINGTHEMTOLOOKFORTHE(LIDDEN#RILLIANCE Collection in the paint section.
tv wall "NIMATIONINTHEELETRONICS department directs shoppers to Walmart’s paint section and highlights upcoming promotional efforts and newly launched products.
The Â Language :30 Â commercial vibrant Â day Â lily
The Â humorous Â tone Â and Â vibrant Â messages Â conveyed Â in Â multiple Â commercials Â will Â resonate Â with Â Mosaics. Â "FLIGHTING57SCHEDULE motivates Â Mosaics Â to Â get Â crafty Â in Â early Â summer Â and Â fall. Â HGTV Â reaches Â a Â high Â percentage Â of Â Mosaics, Â increasing Â brand Â awareness. Â
7IBRANT%AY-ILYd*THASBEENSAIDTHAT the Â world Â doesnâ€™t Â revolve Â around Â one Â thing.â€?
d-OOKATHOWTHEROOMISFOCUSEDONME This Â coffee Â table Â has Â never Â looked Â so Â good. Â This Â room Â needed Â me.â€?
â€œThat Â girl Â over Â there Â is Â even Â painting Â her Â nails Â to Â match Â me. Â Â I Â am Â the Â perfect Â color.â€?
70d7IBRANT%AY-ILY0NEOFTHE COLORSAVAILABLEFROM(LIDDEN /OWYOUR%*:PROJECTSCANHAVE Â just Â as Â much Â personality Â as Â you.â€?
â€œGlidden Â gets Â you Â going.â€?
digital 1 3
2 #YADVERTISINGON:OU5UBE%*:7LOGS (LIDDENREACHESITS viewers Â quickly. Â Interactive Â advertisements Â run Â from Â May Â TO4EPTEMBER-EVERAGINGTHEADSTHROUGHOWNEDMEDIA Glidden Â gives Â viewers Â the Â opportunity Â to Â choose Â the Â mood Â and Â listen Â to Â the Â paint Â speak. Â (LIDDENCAPITALIZESON)ULUcSHIGHINDEXOFFEMALESTUNING into Â online Â television Â and Â its Â nonskip Â advertising Â feature. Â Â
online Â radio Whether Â on Â the Â go Â or Â doing Â a Â DIY Â project, Â Glidden Â can Â speak Â to Â Mosaics Â through Â Pandora Â and Â Spotify Â with Â SECONDRADIOSPOTS(LIDDENISCREATINGAPLAYLISTFOR Mosaics Â to Â enjoy Â during Â their Â DIY Â projects Â and Â home Â improvements. Â Directing Â consumers Â from Â the Â Connected Â Crafter Â and Â MyColortopia.com Â to Â the Â Paint Â Playlist Â allows Â Glidden Â to Â connect Â with Â its Â audience.
Sunbaked Â Orange: Â â€œHave Â you Â ever Â l ooked Â at Â yourself Â and Â been Â like, Â â€˜I Â am Â so Â pale. Â I Â need Â some Â color.â€™ Â Tha what Â Iâ€™m Â for. Â My Â tâ€™s Â color Â says Â that Â I Â am Â beautiful Â and Â I Â have Â style. Â Itâ€™s Â n ot Â just Â a Â tan. Â Itâ€™s Â the Â tan. Â Itâ€™s Â the Â perfect Â bake Â to Â gi ve Â you Â the Â glow Â y ou Â need, Â yaâ€™ Â know Â whaâ€™ Â Iâ€™m Â sayinâ€™?â€? Voiceover: Â â€œGet Â t he Â perfect Â color Â t hat Â expresses Â your INNER+ERSEYWITH Â 4UNBAKED0RANG EBY(LIDDEN"DD the Â statement Â you Â need Â by Â heading Â to Â your Â local Â Walmart Â to Â get Â y our Â paint Â and Â supp lies Â in Â the Â same Â store. Â Glidden Â sp eaks Â for Â itself.â€?
The Â Conversation Â Wordy Â Walls
(More Â than Â just Â IMC)
4TRATEGICALLYPLACEDTALKINGWALLSANDFURNITUREINTHEDOWNTOWNAREAOFEACH%."FEATUREAMOTIONSENSORTHAT speaks Â to Â passersby. Â The Â walls Â and Â furniture Â say Â phrases Â and Â taglines Â from Â the Â campaign. Â This Â showcases Â unique Â personalities Â of Â each Â Glidden Â paint Â color Â and Â raises Â awareness Â locally.
monologue Â mail 12
Direct Â mail Â pieces Â â€œspeakâ€? Â to Â Mosaics, Â reinforcing Â that Â Glidden Â speaks Â for Â itself. Â 1IECESAREMAILEDWITHINAMILERADIUSOFSELECT8ALMARTS0NCE opened, Â an Â audible Â message Â featuring Â personalities Â from Â the Â campaign Â plays. The Â backside Â lists Â upcoming Â promotional Â events Â and Â social Â media Â outlets. Â This Â interactive Â piece Â sparks Â interest Â in Â communities Â surrounding Â Walmart, Â connecting Â the Â presence Â of Â quality Â paint Â at Â a Â convenient Â location.
microsite (LIDDENCONTINUESTHEUSEOFITSMICROSITE .Y$OLORTOPIACOM TOINTEGRATE8ALMART (LIDDENAND#ETTER)OMESAND (ARDENSFORANEASYONESTOPSHOPMETHODONLINEFOR.OSAICS 5HEMICROSITEALLOWSUSERSTOBUILDTHEIROWNROOMUSING(LIDDENPAINT 8ALMARTFURNITUREAND#ETTER)OMESAND(ARDENS products. Â The Â usersâ€™ Â newly Â designed Â room Â can Â be Â printed Â for Â shopping Â purposes. Â The Â website Â brings Â awareness Â to Â upcoming Â promotions Â near Â their Â area Â and Â encompasses Â all Â of Â Gliddenâ€™s Â social Â media Â platforms Â in Â one Â location.
mobile When Â Mosaics Â check Â in Â at Â Walmart Â via Â Foursquare Â and Â Yelp!, Â theyâ€™ll Â be Â reminded Â to Â get Â their Â projects Â going Â with Â Glidden Â paint. Â Checkpoints Â are Â used Â to Â traffic Â customers Â to Â the Â Spotify Â and Â Pandora Â Paint Â Playlist Â for Â inspiration. Â Promoted Â tweets Â are Â used Â Â to Â engage Â Mosaics.
The Â Conversation Â s n o r p Â A e t ia c o s s Â A s e l Sa Glidden Â provides Â aprons Â to Â Walmart Â employees Â working Â in Â the Â paint Â department Â so Â they Â are Â readily Â identifiable Â TOSHOPPERS"CCORDINGTOOURRESEARCH PAINTSPLATTERS on Â the Â aprons Â help Â establish Â the Â sales Â Â associatesâ€™ Â credibility. Â
Walmart Training Primary Â research Â indicates Â consumers Â perceive Â Walmart Â associates Â as Â lacking Â paint Â knowledge. Â Studio Â 105 Â recommends Â offering Â training Â on Â painting Â techniques Â and Â other Â helpful Â information Â to Â assist Â paint Â buyers. Â These Â training Â sessions Â should Â be Â hosted Â bimonthly.
â€œWalmart Â workers Â donâ€™t Â have Â a Â clue. Â Seventy-five Â percent Â of Â the Â time Â they Â have Â to Â find Â someone Â else Â to Â help. Â The Â paint Â color Â comes Â out Â wrong.â€?
Sarah Â McCoy, Â Segment Â 2, Â age Â 34
â€œGenerally, Â I Â would Â think Â specialty Â stores Â do Â a Â better Â job Â with Â training.â€?
Linda Â Fitzpatrick, Â Segment Â 3, Â age Â 60
y s t r A Â s t e G Â n e d id l G Gliddenâ€™s Â presence Â at Â local Â ARTFESTIVALSFEATURES&TSY bloggers Â who Â answer Â DIY Â questions Â and Â showcase Â projects Â from Â the Â Connected Â $RAFTERMAGAZINE*NTERACTIVE screens Â feature Â the Â Glidden Â appâ€™s Â color Â matching Â technology, Â showing Â Mosaics Â how Â their Â personal Â style Â can Â translate Â to Â their Â home. Â "LLOWING.OSAICSTOREPIN repost Â and Â tweet Â pictures Â from Â the Â screen, Â Glidden Â is Â exposed Â to Â the Â attendeesâ€™ Â followers Â and Â friends. Â "DDITIONALLY ATTENDEESCAN write Â inspirational Â messages Â on Â paint Â chips Â used Â for Â a Â later Â promotion.
DIY Â Duel The Â DIY Â Duel Â invites Â participants Â to Â enter Â a Â newly Â refreshed Â piece Â of Â furniture Â using Â the Â Glidden Â #RILLIANCE$OLLECTIONAND tools Â purchased Â at Â Walmart. Â Voting Â takes Â place Â through MyColortopiaâ€™s Â Facebook Â connection. Â The Â top Â 15 Â SUBMISSIONSWINA (LIDDENBRANDED8ALMART gift Â card. Â My Â Image Â Inspiration, Â within MyColortopia.com, Â showcases Â the Â winners.
e t u l a S Â y r a it il M Â â€™s n e d Glid
glidden S E T A G E L E D
â€œThey Â Â Walmart Â Â are Â a Â military Â brand.â€?
Marissa Â Ballinger, Â Segment Â 2, Â Â Age Â 32, Â military Â spouse
Glidden Â creates Â an Â ambassador Â program Â for Â military Â spouses. Â The Â delegates Â help Â Glidden Â engage Â military Â families Â by Â distributing Â the Â coloring Â and Â d-EARN.Y$OLORSeBOOKS Delegates Â will Â also Â partner Â with Â recently Â relocated Â families Â by Â picking Â them Â up Â at Â the Â airport Â and Â helping Â bring Â them Â into Â that Â baseâ€™s Â community. Â Receiving Â a Â COMPLETEHOMEPAINT over, Â spouses Â will Â blog Â about Â their Â experiences Â on Â MyColortopia.com. Â
MAKE Â the Â base Â YOUR Â home .ILITARYBASESOFTENREQUIRETENANTSTORETURNTHEIRROOMSTOTHEIRORIGINALCOLORONCETHEYMOVE&VERYTIMECUSTOMERS with Â military Â I.D.â€™s Â buy Â two Â cans Â of Â paint, Â they Â receive Â a Â can Â of Â paint Â matching Â the Â original Â color Â of Â the Â room Â they Â are Â redecorating Â courtesy Â of Â Glidden. Â This Â allows Â military Â families Â to Â make Â their Â house Â a Â home, Â no Â matter Â where Â they Â are. Â
â€œLEARN Â MY Â COLORSâ€? Â AND Â COLORING Â BOOKS d-EARN.Y$OLORSeBOOKSFORCHILDRENAGESAND COLORINGBOOKSFORAGESAREDISTRIBUTEDBY(LIDDEN Delegates Â to Â schools Â and Â daycares Â on Â military Â bases. Â Glidden Â partners Â with Â Crayola Â to Â create Â these Â books Â and Â a Â unique Â crayon Â wheel Â featuring Â Glidden Â paint Â colors. Â Children Â enjoy Â these Â items, Â and Â parents Â learn Â more Â Â about Â Glidden Â colors.
uso Â renovation 1ARTNERINGWITH#ETTER Homes Â and Â Gardens, Â (LIDDENREVITALIZES640 rooms Â with Â fresh Â paint Â and Â new Â furniture. Â To Â leverage Â this Â public Â relations Â effort, Â Glidden Â is Â sponsoring Â an Â episode Â of Â the Â upcoming Â HGTV Â series, Â â€œCatastrophic, Â Inc.â€? Â The Â host Â collects Â inspirational Â paint Â chips Â written Â at Â the Â art Â festivals. Â These Â encouraging Â messages Â for Â servicemen Â and Â servicewomen Â are Â made Â into Â murals. Â Glidden Â posts Â videos Â of Â USO Â redecorations Â as Â part Â of Â a Â YouTube Â series Â as Â well Â as Â featuring Â select Â rooms Â in Â the Â Connected Â $RAFTERMAGAZINE
(More than just mo
The Delivery flow chart June
diy network online
spot tv Late night
cable tv hgtv
mobile foursquare Yelp! Checkpoints app twitter
$387,600 $3,240 $135,660 $387,600 $914,100
387,600 6,000 387,600 387,600 1,168,800
$250,000 $250,000 $500,000
12,500,000 12,500,000 25,000,000
$31,648 $205,692 $870,240
online radio spotify pandora
magazine Create & Decorate BHG Do it yourself HGTV Magazine
$50,000 $600,000 $50,000
5,915,666 5,915,666 5,915,666
$150,000 $25,120 $875,120
5,915,666 5,915,666 29,578,330
$675,000 $18,750 $315,000 $75,000 $73,126 $42,188 $70,425 $46,950 $60,000 $1,376,439
450,000 2,400,000 832,500 2,000,000 350,000 350,000 100,000 250,000 2,250,000 8,982,500
$9,137,769 $62,231 $800,000 $10,000,000
in store passageway pillars tv wall Speaking in the aisles digital endcaps diy takeaway
pop conveyer belt dividers sales associate aprons
imc Monologue mail diy duel glidden gets artsy uso renovation/reveal coloring books learn my colors book make the base your home glidden delegates wordy walls
SUBTOTAL contingency production total
media Â objectives -AUNCHAREGIONALCAMPAIGN.AYTO4EPTEMBERFORTHEMIDWESTERNANDSOUTHERNREGIONSOFTHE6NITED4TATES (AINANEFFECTIVEREACHOFPERCENTWITHAXFREQUENCYACROSSALL%."S (ENERATEBUZZBYLEVERAGINGALLMEDIATHROUGHADEGREECAMPAIGN $APITALIZEONNONTRADITIONALMEDIATOENCOURAGEWORDOFMOUTH
The Â highest Â number Â of Â Walmart Â Supercenters Â and Â most Â populated Â market Â is Â the Â equation Â USEDTOCALCULATE%."S(LIDDENMAXIMIZESITSBUDGETBYAVOIDINGCLUTTERTHROUGH strategically Â choosing Â the Â designated Â market Â areas. Â
mith Â Â Â Â Â Â Â Â Â Â Jack Â Â Â Â Ft. Â S sonv ille Â Â Â Â Â Â y r Â Â Â Â e m o Â Â Â Â g nt Okl o ah Â Â Â M om
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Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Population Â of Â Potential Â DMA Â 4 Gliddenâ€™s Â most Â promising Â DMAs Â = Â Â Â Â Â Â Â Â Â Â number Â of Â walmarts Â 5 Â Â Â Â Â Â Â Â Â Â Â Â
Â Port Â Smit
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ressisio impes Tot onnss impr l Â al Â tota
Studio Â 105 Â developed Â a Â successful Â strategy Â to Â build Â awareness Â and Â consideration Â for Â the Â Glidden Â paint Â brand Â within Â Walmart Â in Â the Â Midwest Â and Â South. Â Â The Â campaign: f3EACHESTHETHREEDIFFERENTSEGMENTSWITHSYNERGYANDINTEGRATION LEVERAGINGOWNED PAIDANDEARNEDMEDIA f6SESMEDIAVEHICLESSPECIFICTOHOMEIMPROVEMENTTOPICSAND showcases Â Gliddenâ€™s Â innovation. f6SESNONTRADITIONALMEDIAAND*.$TOREINFORCE(LIDDENcSQUALITY f'EATURES(LIDDENPAINTBEINGUSEDWITH8ALMARTPRODUCTSTOSHOW being Â Â trendy Â can Â be Â affordable. f#RINGS8ALMARTCONSUMERSTOTHEHOMEIMPROVEMENTDEPARTMENT through Â heavy Â in-store Â efforts.
10% Â SOV Â INCREASE in Â walmart
rr e n
Â t Â M a r k e t
O w ned
Measuring Â the Â effectiveness: f *N4TORETRAFFIC Â Â Â Â Â Â Â f Web Â visits f Social Â media Â engagements f 3EADERSHIPAND*.$ Â interactions
Social Â Media Â Website Mobile Â App .Y$OLORTOPIACOM #RANDED.AGAZINE
*N4TORE Mobile Digital TV Â .AGAZINE Online Â TV 0NLINE3ADIO Direct Â Mail *.$
6403EMODELING Glidden Â Delegates .AKETHE#ASE:OUR)OME Glidden Â Gets Â the Â Arts :OU5UBE Wordy Â Walls d-EARN.Y$OLORSe AND$OLORING#OOKS
This Â campaign Â demonstrates Â to Â Mosaics Â that Â Walmart Â ISTHEPLACETOBUYQUALITY AFFORDABLEPAINTBECAUSE
)OWWEWILLCOLLECTDATA f Â Online Â surveys Â Â f Sales Â audits Â Â Â Â Â Â Â Â f *NSTORETRAFFIC 3ECOGNITIONTESTSWILLMEASURE Gliddenâ€™s: f #RANDPERCEPTION f Attitude f Product Â purchase
glidden Â speaks Â for Â itself for Â itself glidden Â speaks Â
Studio Â 105
Brandon Â Kobs
Alicia Â Lewis
Tori Â Forrest
Andrew Â Falsetti
Taylor Â Johnston
Conner Â Rohwer
Bethany Â Folkes
Kiara Â Ealy
Cool Â Cucumber
Peach Â a Â la Â Mode
Orange Â Slice
Tropical Â Surf
Pink Â Flamingo
"CCOUNT&XECUTIVE Videographer Graphic Â Designer 3ESEARCH-EADER
Project Â Manager Media Â Strategist 3ESEARCH-EADER
Creative Â Director Copy Â Manager Color Â Jam Â Director
Promotions Â Director Color Â Jam Â Director
Media Â Director Copywriter
&DITORIN$HIEF Promotional Â Strategist Copywriter
Copywriter Graphic Â Designer
Katie Â Pearson
Kelsey Â Cosper
Amanda Â Becker
Justin Â racette
Kelsey Â Goddard
Heather Â Nelson
Ciara Â Dixon
Martinus Â McConnell
Cool Â Cobalt
Pink Â Heather
Marigold Â Petals
Terra Â Cotta Â Rose
"RT%IRECTOR Graphic Â Designer -AYOUT%ESIGNER
Promotional Â Strategist Copywriter
Media Â Planner Copywriter 3ESEARCH-EADER
Production Â Coordinator 7IDEO&DITOR Copywriter Color Â Jam Â Director
Promotions Â Planner Draft Â Writer
Graphic Â Designer Copywriter
Promotional Â Strategist Focus Â Group Â Coordinator
"RT%IRECTOR Graphic Â Designer Photographer
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s k n a h t l a i c e p S Sponsors
Bo Johnston Mud Consultants Clagg Ranch Kiara Ealy Chad Goddard Gary Goldstein D.M. Hayes Kelly Kobs Littlefield Brand Development Louis Falsetti, Atty at Law Michael & Catherine Nelson Matthew & Lisa Rohwer Rhonda Hooper San Diego Door Controls Staplegun Studio FJ Terry & Mary Jane Plunk The Gooden Group Traction Marketing Group University & Community Federal Credit Union VI Marketing & Branding Virden Oil
Bobbi kay lewis, ph.d. cynthia nichols, ph.d. jami a. fullerton, ph.d. acknowledgements Samantha Anderson Krystyna Biassou Taylor Buckley Martin Caine Declan Cashin Paula Ferguson Tobias Ferguson-Vasquez Angie Kelly Kenneth Kim. ph.d. David Lee Janice Llewellyn Alexandra Lukehart Margelyn Martinez Hillary Speed Joseph Vasquez Wes Young
Published on Apr 15, 2013