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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

1


the  reasoning objectives

RCH)

EA S E R   t s u j   n a h t   e r o (M

what  speaks  to  diyers 350 300

350

Pinterest

250

300

Websites

200

150 To  fully  understand  Glidden’s  consumers  and  how  to  effectively  reach  them,  Studio  105 100 set  up  an  aggressive  research  strategy  to  support  the  goals  presented  in  the  case  study. 50 Our  goals  included: 0 f Investigate  what  primarily  motivates  our  target  audience  to  embark  on  DIY  projects. f Understand  the  decision  process  of  which  paint  brand  to  buy  and  where. f Reveal  the  Walmart  shopper’s  attitudes  toward  Glidden  and  Walmart. f Identify  the  barriers  of  buying  Glidden  at  Walmart.

250

Pintere Facebook  

200 150

Facebo

100 50 0 *quantitative  survey  data

research  methods

47 266 678

7

focus groups

personal interviews

Color  Challenge    Interactions

Survey respondents

f0NEHOURSESSIONS    conducted  for  all        three  segments

f3ESEARCHEDALLFOURREGIONS    of  the  United  States

fFEMALE fMALE f/ONTRADITIONALRESEARCH    method  gaining  insight      at  Color  Jam.  

fREPORTEDFEMALE fREPORTEDMALE f$AUCASIAN "FRICAN "MERICAN )ISPANIC "SIAN"MERICAN

color  jam Studio  105  hosted  a  concert   –  Color  Jam  –  to  interact   with  all  segments.  Putting nontraditional  research  to   work,  we  created  a  color   wheel  to  engage  attendees   and  make  survey  question   selection  fun  by  spinning the  wheel.

2

Websit


What  competitors  say Covering  people  in  paint   is  clichÊ.  Making  puppies   out  of  paint  swatches  is   cute  but  lacks  relevance.   Paint  as  your  soul  mate   ISPRETENTIOUS#RAGGING about  matching  paint   to  the  color  of  random   OBJECTSISWORNOUT This  campaign  should   offer  more  than  just   color  falling  into  a  paint   bucket.  Glidden  has  the   opportunity  to  position   itself  as  the  brand  that   understands  why  the  DIY   consumer  paints.

brands

Tagline

Glidden  Gets   You  Going

-OVE:OUR   Color  Guarantee

campaign

d&VERYONE Can  Paint�  

Taking  Color   'ROM-IFE #EAUTY +  Durability

Sold  at

Walmart,  Home   Depot,  Spectrum   Paint  and     secialty  stores

-OWEcSAND specialty  stores

Insist  on   Olympic

Paint  for  Your   3EAL-IFE

Value  brand   of  -OWEcS

Paint  +  Primer   in  one

Find  Your   Soul  Paint

"CE)ARDWARE

swot strengths

Weaknesses

f&XCLUSIVEPARTNERSHIPWITH#ETTER)OMESAND(ARDENS f-EADERININNOVATIONFORTHEPAINTINDUSTRY f(ENERATESPOSITIVEPUBLICITYWITHPHILANTHROPICEVENTS

f-ACKSTOPOFMINDAWARENESS f%OESNcTCAPITALIZEONITSINNOVATIONS f"FFORDABILITYLEADSTOSKEWEDPERCEPTIONOFQUALITY

f)IGHPAINTDEMANDINREGIONSWHERE8ALMARTS      are  primarily  located f$ANINSPIRETHROUGHUTILIZINGSOCIALMEDIA f4OLDATTHELARGESTRETAILERINTHEWORLD

f$ONSUMERSAREMORELIKELYTOBUYSUPPLIESFROM    crafting  stores f)OMEIMPROVEMENTSTORESPERCEIVEDASHAVING HIGHERQUALITYPAINT f$ONSUMERSVIEW8ALMARTcS%*:SECTIONASLIMITED

opportunities

threats

3


the  reasoning What  the  segments  say "FTEROURRESEARCHWASCOMPLETEDANDTHERESULTSWEREANALYZED FOURBARRIERSEMERGEDEXPLAININGWHYCONSUMERS don’t  consider  Glidden  at  Walmart  their  paint  of  choice.

“I  would  trust  a  hardware  store  more   because  I  feel  like  they  know  more about  the  products  they  are  selling.�

“Glidden  is  not  on  my  radar.   I  didn’t  even  think  to  go  to   Walmart  to  look  for  paint.�

Danielle  Prieto,  Segment  2,  age  40

Brooke  Barnum,  Segment  1,  age  22

Barriers: 1 2 3 4

(LIDDENLACKSTOPOFMINDAWARENESSASABRANDANDIN8ALMART It  is  an  innovative  brand,  but  they  are  not  adequately  advertising  the  innovation  of  their  product. It  is  a  more  affordable  product  compared  to  other  brands,  therefore  it  is  perceived  as  lower  quality. Walmart  isn’t  perceived  as  an  outlet  for  home  improvement  or  decoration.

target  audience Thrifty  Trendsetters,  seg.  1 f8OMENAGES f-OWERINCOMERENTERS f&XPERIMENTSWITHTRENDS f$URIOUSWITHCREATIVITY

Driven  Divas,  seg.  3 f8OMENAGES f5RADITIONALHOMEOWNERS f&XPERIENCEDWITHPAINT f)ARDWORKINGPERFECTIONISTS

4

Modern  Moms,  seg.  2 f.INORITYWOMENAGES f-OWERINCOMERURALRESIDENTS f.ULTITASKINGMOTHERS f'AMILYFOCUSED They  are  more  than  just  segments.  They  are  all   unique  and  have  their  differences,  but  they  have  many   commonalities.  They  live  in  the  South  and  Midwest.   They  are  humble,  socially  connected  and  philanthropic.   They  shop  Walmart  for  value  and  convenience.  They   are  always  on  the  go  and  know  what  they  want.  They   are  inspired  by  and  an  inspiration  to  those  around   them.  Conscientious  spending  ignites  their  desires  and   abilities  to  transform  the  ordinary  into  the  exceptional.   In  celebration  of  their  diversity  and  similarity,  Studio   105  identifies  them  as  Mosaics.


the  big  idea

t in a p   t s u j   n a h more  t DIY  consumers  don’t  need  to  be  inspired.  This  target  audience,   which  we’ve  named  Mosaics,  already  knows  what  it  wants.  They   don’t  pick  a  color  just  because  they  like  it.  They  choose  a  color   because  of  the  energy  it  adds  to  their  rooms.  Their  projects  and   walls  make  a  statement.

talking  paint sexy  apples stinky  baby USO  INITIATIVES Interactive  Video direct  mail art  show ARGUING  ACCENTS (LIDDENALREADYHASTHEVOICE"LLITNEEDSISVOLUME5HEBRANDHAS character,  and  its  personality  should  be  heard.  Studio  105  positions   Glidden  as  the  brand  that  understands  Mosaics  and  speaks  their   language. The  big  idea  communicates  to  Mosaics  how  Glidden  helps  them   express  their  message,  however  unique  that  message  is.  It  shows   .OSAICSCANCREATEHIGHQUALITYSTATEMENTSEASILYANDCONVENIENTLY through  Glidden.  Mosaics  don’t  have  to  brag‌

s k a e p s   n e glidd  for  itself 5


The  Language   print  ads

(More  than  just  creative)

ary

 the  ordin

I  conquer

It’s  not  just  a  beige  wall.  Aztec  Gold  upgrades  your  room  from   the  mundane  to  the  powerful.  With  306  colors  available  from   Glidden  at  Walmart,  you  can  make  every  room  your  treasure.   Glidden  speaks  for  itself.

Scan  to   hear  the   paint’s  voice.

ow  Wow

That  funky  sme ll

 is  not  me!                       W arm  Caramel It’s  not  just  a  tan  wall.  Enjoy  the  soothing  and  cozy  feeling  that  Warm  Caramel  brings   into  your  baby’s  room  without  bringing  the  paint  odor.  Sleep  easily  knowing  that   Glidden  is  low-­fume  and  safe  for  even  your  smallest  family  member.   Glidden  speaks  for  itself.

Bow  Chicka  W red  delicious

This  is  more  than  just  a  red  wall.  It’s  a  wall  of  forbidden  flavor.   Red  Delicious  is  sensual  and  romantic.  With  everything  located  in   one  store,  setting  the  mood  has  never  been  so  easy.   Glidden  speaks  for  itself.

Scan  to   hear  the   paint’s  voice.

I’m  ready  for  my  Pinte TRUE  TURQUOISE

rest  debut

It’s  not  just  a  blue  vanity.  With  a  True  Turquoise  makeover,  your  DIY  projects  will  beg  to   be  shown  off  to  the  world.  With  Glidden  at  Walmart,  your  supplies  and  decor  are  located   in  the  same  place,  because  you  have  better  things  to  do  than  visit  four  different  stores.     Glidden  speaks  for  itself.

Scan  to   hear  the   paint’s  voice.

Scan  to  hear  the   paint’s  voice.

#YGIVING(LIDDENAVOICEINTHECOPY THEPAINTCOLORISTHESTATEMENT Mosaics  want  to  make,  showcasing  its  quality  and  boldness.  The  paint’s  voice   can  be  heard  by  scanning  the  QR  code.  Survey  data  revealed  Mosaics  find   INSPIRATIONINHOMEIMPROVEMENTMAGAZINES'ULLPAGE FOURCOLORADSRUN twice  per  month  from  May  to  September  in  three  publications.  1

6


diy  takeaway Creativity  is  just  around  the  corner  for  Walmart  consumers   when  they  can  find  simple  and  fun  DIY  instruction  sheets  in   the  craft  and  paint  departments.

connected crafter "COOPMAGAZINE $ONNECTED$RAFTER HASBEENCREATEDTO INTEGRATE8ALMART #ETTER)OMESAND(ARDENSAND(LIDDEN PRODUCTS5HEMAGAZINEILLUSTRATESHOW.OSAICSCANUSE THESEPRODUCTSTOREVIVETHEIRHOMES5HEMONTHLYMAGAZINE is  available  online  at  MyColortopia.com    and  within  Walmart   at  the  front  of  the  store,  at  the  paint  counter  and  distributed   at  promotional  events.  

7


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

passageway pillars

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

8


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.

9


The  Language :30  commercial vibrant  day  lily

The  humorous  tone  and   vibrant  messages  conveyed   in  multiple  commercials   will  resonate  with  Mosaics.   "FLIGHTING57SCHEDULE motivates  Mosaics  to  get   crafty  in  early  summer   and  fall.  HGTV  reaches  a   high  percentage  of  Mosaics,   increasing  brand  awareness.  

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7IBRANT%AY-ILYd*THASBEENSAIDTHAT the  world  doesn’t  revolve  around  one   thing.�

d#UT *BEGTODIFFERe

d-OOKATHOWTHEROOMISFOCUSEDONME This  coffee  table  has  never  looked  so  good.   This  room  needed  me.�

“That  girl  over  there  is  even  painting  her   nails  to  match  me.     I  am  the  perfect  color.�

70d7IBRANT%AY-ILY0NEOFTHE COLORSAVAILABLEFROM(LIDDEN /OWYOUR%*:PROJECTSCANHAVE   just  as  much  personality  as  you.�

“Glidden  gets  you  going.�


digital 1 3

2 #YADVERTISINGON:OU5UBE%*:7LOGS (LIDDENREACHESITS viewers  quickly.  Interactive  advertisements  run  from  May   TO4EPTEMBER-EVERAGINGTHEADSTHROUGHOWNEDMEDIA  Glidden  gives  viewers  the  opportunity  to  choose  the  mood   and  listen  to  the  paint  speak.   (LIDDENCAPITALIZESON)ULUcSHIGHINDEXOFFEMALESTUNING into  online  television  and  its  nonskip  advertising  feature.    

online  radio Whether  on  the  go  or  doing  a  DIY  project,  Glidden   can  speak  to  Mosaics  through  Pandora  and  Spotify  with   SECONDRADIOSPOTS(LIDDENISCREATINGAPLAYLISTFOR Mosaics  to  enjoy  during  their  DIY  projects  and  home   improvements.  Directing  consumers  from  the  Connected   Crafter  and  MyColortopia.com  to  the  Paint  Playlist  allows   Glidden  to  connect  with  its  audience.

Sunbaked  Orange:  “Have  you  ever  l ooked  at  yourself   and  been  like,  ‘I   am  so  pale.  I  need  some  color.’  Tha what  I’m  for.  My   t’s   color  says  that  I   am  beautiful  and   I  have  style.  It’s  n ot  just  a  tan.  It’s   the  tan.  It’s  the   perfect  bake  to  gi ve  you  the  glow  y ou  need,  ya’  know   wha’  I’m  sayin’?� Voiceover:  “Get  t he  perfect  color  t hat  expresses  your INNER+ERSEYWITH   4UNBAKED0RANG EBY(LIDDEN"DD the  statement  you    need  by  heading   to  your  local   Walmart  to  get  y our  paint  and  supp lies  in  the  same   store.  Glidden  sp eaks  for  itself.�

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The  Conversation   Wordy  Walls

(More  than  just  IMC)

4TRATEGICALLYPLACEDTALKINGWALLSANDFURNITUREINTHEDOWNTOWNAREAOFEACH%."FEATUREAMOTIONSENSORTHAT speaks  to  passersby.  The  walls  and  furniture  say  phrases  and  taglines  from  the  campaign.  This  showcases  unique   personalities  of  each  Glidden  paint  color  and  raises  awareness  locally.

monologue  mail 12

Direct  mail  pieces  “speak�  to  Mosaics,  reinforcing  that  Glidden  speaks  for  itself.   1IECESAREMAILEDWITHINAMILERADIUSOFSELECT8ALMARTS0NCE opened,  an  audible  message  featuring  personalities  from  the  campaign  plays. The  backside  lists  upcoming  promotional  events  and  social  media  outlets.  This   interactive  piece  sparks  interest  in  communities  surrounding  Walmart,  connecting   the  presence  of  quality  paint  at  a  convenient  location.


microsite (LIDDENCONTINUESTHEUSEOFITSMICROSITE .Y$OLORTOPIACOM TOINTEGRATE8ALMART (LIDDENAND#ETTER)OMESAND (ARDENSFORANEASYONESTOPSHOPMETHODONLINEFOR.OSAICS 5HEMICROSITEALLOWSUSERSTOBUILDTHEIROWNROOMUSING(LIDDENPAINT 8ALMARTFURNITUREAND#ETTER)OMESAND(ARDENS products.  The  users’  newly  designed  room  can  be  printed  for  shopping  purposes.  The  website  brings  awareness  to  upcoming   promotions  near  their  area  and  encompasses  all  of  Glidden’s  social  media  platforms  in  one  location.

mobile When  Mosaics  check  in  at   Walmart  via  Foursquare  and   Yelp!,  they’ll  be  reminded  to   get  their  projects  going  with   Glidden  paint.  Checkpoints   are  used  to  traffic  customers   to  the  Spotify  and  Pandora   Paint  Playlist  for  inspiration.   Promoted  tweets  are  used     to  engage  Mosaics.

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The  Conversation   s n o r p  A e t ia c o s s  A s e l Sa Glidden  provides  aprons  to  Walmart  employees  working   in  the  paint  department  so  they  are  readily  identifiable   TOSHOPPERS"CCORDINGTOOURRESEARCH PAINTSPLATTERS on  the  aprons  help  establish  the  sales     associates’  credibility.  

Walmart Training Primary  research  indicates  consumers  perceive  Walmart   associates  as  lacking  paint  knowledge.  Studio  105   recommends  offering  training  on  painting  techniques  and   other  helpful  information  to  assist  paint  buyers.  These   training  sessions  should  be  hosted  bimonthly.

“Walmart  workers  don’t  have  a   clue.  Seventy-five  percent  of  the   time  they  have  to  find  someone   else  to  help.  The  paint  color   comes  out  wrong.�

Sarah  McCoy,  Segment  2,  age  34

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“Generally,  I  would  think   specialty  stores  do  a  better   job  with  training.�

Linda  Fitzpatrick,  Segment  3,  age  60


y s t r A   s t e G   n e d id l G Glidden’s  presence  at  local   ARTFESTIVALSFEATURES&TSY bloggers  who  answer  DIY   questions  and  showcase   projects  from  the  Connected   $RAFTERMAGAZINE*NTERACTIVE screens  feature  the  Glidden   app’s  color  matching   technology,  showing  Mosaics   how  their  personal  style   can  translate  to  their  home.   "LLOWING.OSAICSTOREPIN  repost  and  tweet  pictures   from  the  screen,  Glidden  is   exposed  to  the  attendees’   followers  and  friends.   "DDITIONALLY ATTENDEESCAN write  inspirational  messages   on  paint  chips  used  for  a   later  promotion.

DIY  Duel The  DIY  Duel  invites   participants  to  enter  a   newly  refreshed  piece  of   furniture  using  the  Glidden   #RILLIANCE$OLLECTIONAND tools  purchased  at  Walmart.   Voting  takes  place  through MyColortopia’s  Facebook   connection.  The  top  15   SUBMISSIONSWINA (LIDDENBRANDED8ALMART gift  card.  My  Image   Inspiration,  within MyColortopia.com,   showcases  the  winners.

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e t u l a S   y r a it il M   ’s n e d Glid

glidden S E T A G E L E D

“They    Walmart    are  a   military  brand.�

Marissa  Ballinger,  Segment  2,     Age  32,  military  spouse

Glidden  creates  an   ambassador  program  for   military  spouses.  The   delegates  help  Glidden   engage  military  families  by   distributing  the  coloring  and   d-EARN.Y$OLORSeBOOKS Delegates  will  also  partner   with  recently  relocated   families  by  picking  them  up   at  the  airport  and  helping   bring  them  into  that  base’s   community.  Receiving  a   COMPLETEHOMEPAINT over,  spouses  will  blog   about  their  experiences  on   MyColortopia.com.  

HTTPNICHOLASKRALEVCOMMILITARYLOUNGESAREAIRPORTOASES

MAKE  the  base  YOUR  home .ILITARYBASESOFTENREQUIRETENANTSTORETURNTHEIRROOMSTOTHEIRORIGINALCOLORONCETHEYMOVE&VERYTIMECUSTOMERS with  military  I.D.’s  buy  two  cans  of  paint,  they  receive  a  can  of  paint  matching  the  original  color  of  the  room  they  are   redecorating  courtesy  of  Glidden.  This  allows  military  families  to  make  their  house  a  home,  no  matter  where  they  are.  

16


“LEARN  MY  COLORS�   AND  COLORING  BOOKS d-EARN.Y$OLORSeBOOKSFORCHILDRENAGESAND COLORINGBOOKSFORAGESAREDISTRIBUTEDBY(LIDDEN Delegates  to  schools  and  daycares  on  military  bases.   Glidden  partners  with  Crayola  to  create   these  books  and  a  unique  crayon   wheel  featuring  Glidden  paint  colors.   Children  enjoy  these  items,  and   parents  learn  more     about  Glidden  colors.

uso  renovation 1ARTNERINGWITH#ETTER Homes  and  Gardens,   (LIDDENREVITALIZES640 rooms  with  fresh  paint  and   new  furniture.  To  leverage   this  public  relations  effort,   Glidden  is  sponsoring  an   episode  of  the  upcoming   HGTV  series,  “Catastrophic,   Inc.�  The  host  collects   inspirational  paint  chips   written  at  the  art  festivals.   These  encouraging  messages   for  servicemen  and   servicewomen  are  made   into  murals.  Glidden  posts   videos  of  USO  redecorations   as  part  of  a  YouTube  series   as  well  as  featuring  select   rooms  in  the  Connected   $RAFTERMAGAZINE

17


ney)

(More  than  just  mo

The  Delivery flow  chart June

May 5

12

July

19

26

2

9

16

23

30

7

100

150

100

100

100

100

150

100

150

150

150

100

150

100

14

21 28

august 4

11

18

September 15

22

cost

impressions

25

1

8

29

150

150

150

$1,832,800

274,274,750

150

150

150

$1,706,400 $3,539,200

255,359,250 529,634,000

hulu

$250,000

8,333,332

diy  network  online

$250,000

1,200,000

spot  tv Late  night

100

cable  tv hgtv

100

digital

youtube hgtv.com

mobile foursquare Yelp! Checkpoints  app twitter

$38,760

387,600

$250,000 $788,760

1,386,560 11,307,492

$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

625,976 1,274,519

online  radio spotify pandora

magazine Create  &  Decorate BHG  Do  it  yourself HGTV  Magazine

$1,107,580

2,940,000 4,840,495

$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

$35,670 $900

5,915,665 5,915,665

$36,570

11,831,330

$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

622,342,947

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

18

SUBTOTAL contingency production total


media  objectives -AUNCHAREGIONALCAMPAIGN.AYTO4EPTEMBERFORTHEMIDWESTERNANDSOUTHERNREGIONSOFTHE6NITED4TATES (AINANEFFECTIVEREACHOFPERCENTWITHAXFREQUENCYACROSSALL%."S (ENERATEBUZZBYLEVERAGINGALLMEDIATHROUGHADEGREECAMPAIGN $APITALIZEONNONTRADITIONALMEDIATOENCOURAGEWORDOFMOUTH

dmas

The  highest  number  of  Walmart  Supercenters  and  most  populated  market  is  the  equation   USEDTOCALCULATE%."S(LIDDENMAXIMIZESITSBUDGETBYAVOIDINGCLUTTERTHROUGH strategically  choosing  the  designated  market  areas.  

AR AL

mith                    Jack        Ft.  S sonv ille             y r         e m o         g nt Okl o ah      M om

OK

uge

n  Ro

ato

       

DF W

     

 /  

   B

las

   

 

 

     

                                                                                                                                                                                                                                                                                                                                                   

TX

     

LA

     

   New  Port

     

KY

     

Dal      Norfolk/ /               h

                             Population  of  Potential  DMA  4 Glidden’s  most   promising  DMAs   =                    number  of  walmarts  5                        

 Port  Smit

VA

OK

           Louisville                                                                               lsa                  Tu                                                             y                         cit       a  

                                     Charle                                              Huntin ston/                       gton                    C                                 olu                       mb         ia                      

SC

WV

FL

 M

em

p hi

s      

         

 Augu

sta/Aiken            Kansas  C

TN GA

      ity  

KS

       

     

 

nc  Li

ol

n

NE

MO

19


)

N IO T A U L A V E   t s u j   n a h (More  t

The  Echo  

Addres essising ng  t  thehe  B  bararririererss

477 2,42,42323,9,94 6363

ressisio impes Tot onnss impr l  al   tota

Studio  105  developed  a  successful  strategy  to  build  awareness  and   consideration  for  the  Glidden  paint  brand  within  Walmart  in  the   Midwest  and  South.    The  campaign: f3EACHESTHETHREEDIFFERENTSEGMENTSWITHSYNERGYANDINTEGRATION  LEVERAGINGOWNED PAIDANDEARNEDMEDIA f6SESMEDIAVEHICLESSPECIFICTOHOMEIMPROVEMENTTOPICSAND showcases  Glidden’s  innovation. f6SESNONTRADITIONALMEDIAAND*.$TOREINFORCE(LIDDENcSQUALITY f'EATURES(LIDDENPAINTBEINGUSEDWITH8ALMARTPRODUCTSTOSHOW being    trendy  can  be  affordable. f#RINGS8ALMARTCONSUMERSTOTHEHOMEIMPROVEMENTDEPARTMENT through  heavy  in-store  efforts.

1

8% Increase

2

%

mmeeaassuurriningg rreessuullttss

ar

78

 Cu

e  

10%  SOV  INCREASE in  walmart

rr e n

  t   M a r k e t

Sh

3

O w ned

pai d

Owned

earned

Measuring  the  effectiveness: f *N4TORETRAFFIC               f Web  visits f Social  media  engagements f 3EADERSHIPAND*.$   interactions

Earned 5,802,500

OWNED 4,278,500

Paid 622,342,947

Impressions

Impressions

Impressions

Social  Media   Website Mobile  App .Y$OLORTOPIACOM #RANDED.AGAZINE

*N4TORE Mobile Digital TV   .AGAZINE Online  TV 0NLINE3ADIO Direct  Mail *.$

6403EMODELING Glidden  Delegates .AKETHE#ASE:OUR)OME Glidden  Gets  the  Arts :OU5UBE Wordy  Walls d-EARN.Y$OLORSe AND$OLORING#OOKS

1

2

3

This  campaign  demonstrates  to  Mosaics  that  Walmart   ISTHEPLACETOBUYQUALITY AFFORDABLEPAINTBECAUSE

20

)OWWEWILLCOLLECTDATA f  Online  surveys     f Sales  audits                 f *NSTORETRAFFIC 3ECOGNITIONTESTSWILLMEASURE Glidden’s: f #RANDPERCEPTION f Attitude f Product  purchase

glidden  speaks  for  itself for  itself glidden  speaks  


Studio  105

Brandon  Kobs

Alicia  Lewis

Tori  Forrest

Andrew  Falsetti

Taylor  Johnston

Conner  Rohwer

Bethany  Folkes

Kiara  Ealy

Cool  Cucumber

Peach  a  la  Mode

(RANNY4MITH"PPLE

Orange  Slice

Tropical  Surf

INDIGO/IGHT

Pink  Flamingo

"ZTEC(OLD  

"CCOUNT&XECUTIVE Videographer Graphic  Designer 3ESEARCH-EADER

Project  Manager Media  Strategist 3ESEARCH-EADER

Creative  Director Copy  Manager Color  Jam  Director

Promotions  Director Color  Jam  Director

Media  Director Copywriter

&DITORIN$HIEF Promotional  Strategist Copywriter

Copywriter Graphic  Designer

.EDIA"NALYST Copywriter

Katie  Pearson

Kelsey  Cosper

Amanda  Becker

Justin  racette

Kelsey  Goddard

Heather  Nelson

Ciara  Dixon

Martinus  McConnell

8ALNUT#ARK

#UBBLEGUM1INK

Cool  Cobalt

"FTERNOON5EA

%AZZLING%AFFODIL

Pink  Heather

Marigold  Petals

Terra  Cotta  Rose

"RT%IRECTOR Graphic  Designer -AYOUT%ESIGNER

Promotional  Strategist Copywriter

Media  Planner Copywriter 3ESEARCH-EADER

Production  Coordinator 7IDEO&DITOR Copywriter Color  Jam  Director

Promotions  Planner Draft  Writer

Graphic  Designer Copywriter

Promotional  Strategist Focus  Group  Coordinator

"RT%IRECTOR Graphic  Designer Photographer

Sources

ATTRIBUTIONS 4TANDARD3ATE%ATA4ERVICE  3ETRIEVEDFROMHTTPNEXTSRDSCOMHOME .EDIAMARK3ESEARCH*NTELLIGENCE  3ETRIEVEDFROMHTTPWWWMRIPLUSCOM 8ALMART4MART/ETWORK  3ETRIEVEDFROMHTTPWWWWALMARTSMARTNETWORKCOMDEFAULTASPX 6NITED4TATES$ENSUS#UREAU  3ETRIEVEDFROMHTTPWWWHTTPWWWCENSUSGOV 8ALMART$ORPORATE  3ETRIEVEDFROMHTTPCORPORATEWALMARTCOM 5HE/IELSEN$OMPANY  3ETRIEVEDFROMHTTPWWWNIELSENCOMUSENHTML (LIDDEN  3ETRIEVEDFROMHTTPWWWGLIDDENCOMINDEXDO Others:   f*NKHEAD1ROMOTIONAL1RODUCTS  3ETRIEVEDFROMHTTPWWWINKHEADCOM f)UTCHINSON$OMPANY  3ETRIEVEDFROMHTTPWWWHUTCHCOCOMSITE)5.-4UPERMARKET$HECKOUT-ANE%IVIDERSHTML f.INUTEMAN1RESS  3ETRIEVEDFROMHTTPWWWMMPOKCCOM


s k n a h t   l a i c e p S Sponsors  

Advisers

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


Glidden Plans Book