UCSD Adwave NSAC 2013 Glidden Paint

TABLE OF CONTENTS 2

RESEARCH METHODS

4

PERSONALITY PROFILES

6

INSIGHTS

7

CREATIVE BRIEF

8

CREATIVE

12 PUBLIC RELATIONS 14 MEDIA PLAN 15 BUDGET AND SCHEDULE 16 MEDIA 20 RESOURCES AND ACKNOWLEDGEMENTS

1

EXECUTIVE SUMMARY In the United States, painting tasks used to be viewed as a necessary and tedious chore. Now, painting can be transformed into an outlet for one to express their individuality and personality in an easy, bold, and fun manner. Glidden Brilliance Collection at Walmart provides the necessary tools to guide an individual’s inspiration into action.

As an exclusive outside paint retailer at the nation’s largest retailer, Glidden recognizes the opportunity to capitalize on the market. To do so, Glidden needs to be to able to communicate their brand effectively to their target demographics. The University of California, San Diego Adwave Team has developed an effective and inspirational marketing campaign that targets three specific demographics to create awareness and consideration of Glidden paint at Walmart.

The insights of these three different demographics is essential to Glidden Brilliance’s goal to inspire these individuals to take on new painting projects. We have the generation Y females, who are often on a busy schedule, overwhelmed by choices, and the ever present need of instant gratification. Then, there are the generation X individuals who are cautious yet open-minded and driven by desire to preserve cultural values and family traditions. At last, we have the rapidly aging population of baby boomers with a young spirit and affluent means of living.

Glidden Brilliance offers a color pallet for every stage of maturity in life. We offer Glidden an integrated marketing campaign that will communicate the message of self-expression through color: “Color Me You.” The Color Me You campaign incorporates traditional media ads, innovative social media, point of purchase interactivity, and cross-generation appealing public relations efforts. AdWave will build awareness and brand image of Glidden Brilliance paint at Walmart.

ACCOUNT

Research Methods PRIMARY RESEARCH

OBJECTIVES AND METHODS Glidden is a brand with a history of innovation which strives to bring color to everyday life and to show its customers how easy it is to turn inspiration into action. In order to find the best way for Glidden to reach its customers, we surveyed our target demographics and asked: 1. What inspires you to paint?

2. Where do you look for ideas to turn this inspiration into action?

3. How do you feel about the painting process?

4. What factors most influence your paint purchasing decision?

5. Would you consider purchasing paint from Walmart?

We compared three target demographics in terms of their inspiration, paint preferences, and buying decisions.

223 Online Surveys 63 In-Person Interviews 15 Wal-Mart In-Store

Interviews

Interviews with customers of Wal-Mart stores across the country, with emphasis on stores located in the San Francisco, Los Angeles, and San Diego areas.

BRAND PROMISE The Glidden brand inspires all to convey their inner colors and style. We value the unique approaches of each individual, but understand that their ideas cannot form without the necessary tools to transition those ideas into reality. The Glidden brand strives to provide the means to do so in a way that is simple, fun, and above all, inspirational. Glidden gets you going.

SECONDARY RESEARCH

2 Research Databases Ad-ology Nielson

2

ACCOUNT

Research STRENGTHS • • • • •

Recognized as high-quality paint by Walmart employees Original retailer of 2-in-1 paint and primer Easy accessibility in Walmart stores across the country Glidden Brilliance contains low VOCs Low-odor paint

WEAKNESSES • • • • •

Little brand awareness with the target market Associated with low quality, being sold at Walmart Lack of professional help at Walmart Most expensive paint option at Walmart Competitors offer wider selection of colors

OPPORTUNITIES • • • •

Shelf space in America’s largest retailer, Walmart Exclusive paint retailer at Walmart Partnership with Better Homes & Gardens Increasing demand for environmentally-friendly paint

THREATS • Walmart brand paint offers lower price point • Competitors also have 2-in-1 (paint + primer) paint • Glidden not sold at home improvements stores such as Home Depot and Lowe’s

3

TOP 3

factors that influence the paint buying decision:

Quality Price Color Selection

}

Makes up 90% of the most important qualities when purchasing paint

How does our target feel about painting?

We asked our demographics to rank a selection of words by how strongly they agree painting associate with these words

87% Time-consuming 81% Rewarding 76% Satisfying 59% Tiring 57% Fun

ACCOUNT

Personality Profiles CURRENT WALMART SHOPPERS Generation X, Low income families, New families

PRIMARY RESEARCH INSIGHTS Resonates with imagery featuring realistic events that may occur or have occurred in their lives

WHO ARE THEY? • • • • •

Family-Oriented Openminded Time conscious Health Conscious Have a desire for authenticity

OLDER GENERATION HOMEOWNERS Baby Boomers

PRIMARY RESEARCH INSIGHTS

Less sensitive to recommendations of others (friends and family) and put high emphasis on brand reputaton when making buying decision

WHO ARE THEY?

• Young Mentality • Watches more television that other target markets • Internet is their primary source for comparing products • More willing to spend disposable income

“The most valuable generation”

WHERE DO THEY LOOK FOR CREATIVE INSPIRATION? • • • •

Online sources: Google, Pinterest, Reddit Television: Home Makeover Magazines Word-of-Mouth recomendations

More than 80% of Generation X-ers are on social media websites such as Facebook, MySpace and Twitter

- Nielsen

WHERE DO THEY LOOK FOR CREATIVE INSPIRATION? • • • • •

Showrooms: IKEA Television Magazines Word-of-Mouth recommendations Online Sources

55% of Baby Boomers watch online videos 4

ACCOUNT

Personality Profiles (cont’d) RENTING DIY SHOPPERS

WHAT INSPIRES THEM?

Female Millenials - ages 18-29

The self-confident fashionistas: inspired by popular catalogs, fashion magazines, model homes, significant others, family members, friends , and IKEA

PRIMARY RESEARCH INSIGHTS When it comes to purchasing decision female millenials are very sensitive to recommendations of others (friends and family) and to brand reputation. Female Millenials split into 2 categories:The self-confident fashionistas and Romantic dreamers

WHO ARE THEY? • • • • •

Explores Creativity Eager and Experimental Always connected Visually Oriented Shoppers Active in Exercise

“

Romantic dreamers: inspired by nature, music, daydreaming, artwork, sunny days, and change.

WHERE DO THEY LOOK FOR CREATIVE INSPIRATION? • Online Sources: Pinterest, Internet search, Tumblr, Facebook • Magazines: Vivi, Vogue, Vanity Fair, GQ, Esquire • TV: HDTV, FX, Trading Spaces, Home decorating shows

WOULD YOU CONSIDER BUYING PAINT FROM WALMART?

“Yes, especially for small DIY projects that I don’t want to spend a lot of money on”

”

“I would go to a hardware store because I would naturally assume the paint is of lower quality at Walmart” 5

ACCOUNT

Insights HOW DO OUR TARGET DEMOGRAPHICS VIEW WALMART? INEXPENSIVE

Glidden starts off with a great advantage as Walmart is already associated with low prices, which is one of the top influencing factors when it comes choosing paint

54% of female millenials said that they would consider buying paint at Walmart mainly because they think the paint would be cheaper compared to elsewhere.

29% older generation homeowners answered yes mainly because it is more affordable.

LOW QUALITY

Overall, our target demographics have a perception of Walmart as a low-quality product retailer, which negatively affects Glidden paint’s image when being sold at Walmart.

44% of female millenials replied that they would not consider buying paint in Walmart 50% of older generation homeowners answered that they would not consider buying paint from Walmart mainly because of lack of knowledgeable staff and Walmart products’ low quality.

OUR GOAL

We will increase brand awareness among the target audience by connecting to where people draw thier inspiration. We will show how Glidden Brilliance paint collection is a practical paint that offers good price, colors, and quality for any project. Our Color Me You campaign will inspire people to express themselves and show how Glidden Brilliance paint will bring their inspiration and ideas to life.

6

CREATIVE

Creative Brief

BRAND PERSONALITY Bold, modern, fresh, and unexpected, Glidden serves as the voice of the everyday individual on a quest for self-expression.

OPPORTUNITY While some individuals are not confident in their painting endeavors, and some don’t even enjoy the process, no matter whether they are female millennial, low-income families, or baby boomers, all can appreciate inspiration and the satisfaction felt from a completed project. Glidden has an opportunity to reach these audiences by bringing attention to these highlights of painting.

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OUR PROPOSITION

COLOR ME YOU

Each consumer has a unique personality that they seek to express, and painting is a perfect way to do just that. Glidden at WalMart is our audiences’ one-stop resource to aid with their do-it-yourself creations.

The “Color Me You” campaign speaks to the individual while highlighting the best experiences in a painting project inspiration and reward in the final product. By pairing adjectives that will resonate with our target audiences and pairing them with images of an inspired and completed project, our advertisements serve as positive reinforcement for the imagination and identities of our audiences, while asserting that Glidden is the key to getting them going.

CREATIVE

Color Me You: TV Spot The “Color Me You” commercial embodies our entire campaign. In it, we complete the phrase “Color Me..” with adjectives relatable by each demographic. Alongside the adjective is a depiction of a related painting project. The focus on the individual inspires a personal connection between the audience and the paint. In 30 seconds we define the joy of painting as equivalent to the joy of expressing oneself. This ad will air on ABC to reach low-income families, on FOX to reach baby boomers, and on NBC to reach a more general demographic.

8

CREATIVE

Bus and Print Advertisements REACHING THE PUBLIC MASSES Our bus ads have similar imagery to our print ads. However, since these ads are directed to low-income individuals, attention is placed on the price of Glidden paints and, in particular, the paint testers. After matching colors with various traits, the ad says “Getting started is cheaper than your bus fare.” In this way, we motivate consumers to get the Brilliance Collection for creativity, individuality, and price.

PRINT SCRATCHER AD Continuing our focus on inspiration drawn the the individual, our paint scratchers are a fun way to interact with Glidden’s paint colors. On each ad are three images of the same object painted in different colors.

Under each color is an associated adjective. There is no single audience this is directed to since everyone can engage in this fun ad!

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CREATIVE

Virtual Room and Escalator Ad VIRTUAL LOUNGE The virtual room will be set up in malls and will act as lounge areas for tired shoppers. The projector will depict a room setting with blank walls. Shoppers will be able to use an adjacent touch-screen to customize color of the walls, furniture, and decor. After personalizing the room, they will get to sit in the room and enjoy their creation. The touch-screen will also allow sharing of their design to friends via social media or to themselves via email. This will draw in a variety of consumers, but dominantly Generation X.

ESCALATOR AD The escalator ad will also be in the mall, and will most likely reach every target demographic. Following the Color Me You campaign, the words “Color Me...” will be at the start of the escalator. As the stairs move up, shoppers will see that every few stairs will be a glidden color with a corresponding adjective printed on top. These adjectives and colors will present the Glidden brand as fun and creative, while promoting the variety of colors Glidden’s Brilliance Collection has for every individual.

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CREATIVE

Point of Purchase and Social Media IN-STORE COLOR TABS Placed next to a select items in the home department, the Glidden tabs will feature a matching shades of Glidden paint to go with the product. It not only helps guide the customer to the paint section, but provides them with another form of inspiration once they start to see which colors and house accessories go well together. These ‘pop-up’ ads will also comically placed throughout Walmart.

COLOR SPINNER Focusing on younger families, this is a simple ad to get even kids involved in the painting process. It will feature a spin-able arrow in the center of a circle color palettes labeled with an associated adjective. For those who need help choosing colors, it helps point them in the right direction! These color spinners will be in Glidden’s display at WalMart.

SOCIAL MEDIA OUTLETS We plan to use a multitude of social media platforms to increase impressions for all demographics. Besides Facebook and Twitter, we would start an Instagram and a Tumble and further develop Pinterest.

To increase interaction with Glidden and to promote individuality and creativity within the Glidden community, we would ask followers to show how their using the Brilliance Collection with the hashtag #colormeyou.

Glidden can then share these posts on their social media platforms.

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PUBLIC RELATIONS

In-Store DIY and Mobile Application DIY PAINT WORKSHOPS AT WALMART Based on our research, we found that the customers at Walmart do not feel like they have enough assistance at the painting department. One way to be of aid to customers while promoting Glidden is through an in-store tutorial. A station will be set up in the paint department with Glidden representatives manning the booth. They will have the tester samples available for the audience, as well a demonstrating the quality of the Brilliance collection by painting a sample-piece of a wall.

The demonstration would not be limited to painting a boring wall, but innovative objects like those featured in our ad, like a trunk, pottery, or something like a wood-framed mirror. This is a great opportunity to physically show those shopping at Wal Mart how great Glidden paint actually is.

IMPROVED MOBILE APP Rather than creating an entire new mobile application, our Color Me You campaign plans to improve on Glidden’s already existing app by adding three new features to help users get even more out of Glidden:

UPCOMING EVENTS: Displays upcoming events in your local area, such as in-store workshops and Glidden’s 5k “Color Me Run”.

YOUR INSPIRATION: Here, users can take

photos or upload pictures that inspire them in their painting projects.

VIDEO TUTORIALS: Videos from Glidden’s

YouTube website that consumers can access from their own mobile device, allowing them the ease to paint with a guide in their very hands.

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PUBLIC RELATIONS

Community Outreach COLOR ME RUN The “Color Me Run” is a fun and friendly atmosphere for anyone involved!

Participants will run in a Glidden-sponsored marathon while their friends and family show their support while enjoying the feeling that they are making a difference: the proceeds of the event will go to Habitat for Humanity. At the event there will be mini Art Walls for public enjoyment along with Glidden-filled goodie bags for the participants, stuffed with testers and a paint brush.

COMMUNITY ART WALL What better way to be inspired than to see art being created in front of you? The Art Wall will be composed of a very large and very long canvas placed in key demographic areas and open to anyone to participate in. At the top of the canvas will be the words “Color Me…”, inviting consumers to finish the phrase with whatever they desire, be it a picture or a word written in a stylized font. For the first few days, the display will be managed by Glidden representatives who welcome participation and hand out Glidden samples for the audiences to paint with. The Art Wall will be left so that others can either use it as a source of inspiration or contribute to the growing work to brighten up their city.

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MEDIA

Media Plan

T

he media plan for the May 2014 - September 2014 Glidden at Walmart campaign takes a new look at non-traditional media platforms and breaks out of the conventional. Glidden’s Color Me You campaign divides its attention amongst 3 distinct demographics, utilizing the strongest forms of traditional and non-traditional platforms in order to increase overall awareness and consideration by providing national continuity while at the same time providing focus on regions with the highest concentrations of individuals that fit our market.

OBJECTIVES

STRATEGIES

• Increase awareness of Walmart as a paint retailer by 25% with a more specific focus on increasing consideration by 50% for a total of 73% consideration.

• Raise purchases by 25% and willingness to recommend by 25%.

• Mixed media approach with a high concentration in local areas with high rates of home improvement and DIYers.

• Divide campaign amongst the 3 target demographics with an overarching theme that provides continuity and brand values.

• Pulse media scheduling in order to provide both national continuity and increased awareness during the beginning, middle, and end of summer.

TARGET DEMOGRAPHICS Age

Austin, TXW Greenville, SC Albuquerque, NM Birmingham, AL Norfolk, VA Providence, RI Tampa, FL Daytona Beach, FL Ft Pierce Harrisburg Naples Wilkes Barres

Income

Race/Ethnicity

30-50

50-65

0- $34,999

100,000+

White

Black

Asian

Hispanic

30.7

14.5

33.8

22.2

68.3

8.1

6.3

35.1

21.7

12.7

44.8

18.4

64

30

1.4

5

26.9

18.3

37.4

18.9

69.7

3.3

2.6

46.7

25.2

19.8

53.5

7.9

22.3

73.4

1

3.6

24.7

15.3

39.1

14.5

47.1

43.1

3.3

6.6

25

13.7

45.8

14.5

49.8

16

6.4

38.1

28.6

17.2

35.2

24.9

62.9

26.2

3.4

23.1

21.2

19.6

57

7.1

57.8

35.4

2.3

6.2

24

17.6

56

7.6

45.3

40.9

0.9

21.6

26.2

18

52.4

7

30.7

52.4

3.5

18

12.8

23.7

25.2

40.3

89.9

4.2

0.6

4.5

23.6

17.3

55.1

6.9

74.9

10.9

1.4

11.3

This chart depicts our target cities and our niche markets found within them. Note that young female millenails were excluded from our geographic strategy because they are primarily targeted through Glidden's Color Me You online presence.

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MEDIA

Media Budget and Schedule

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Advertisement Habitat for Humanity Color Me Run/Art Wall Paint Workshop at Walmart Art Walls Cable and Broadcast TV Cards on pop up Color Match Cards Pop ups Spinner Flyers Escalator Virtual Room Buses Hulu Paid Social Media The Oprah Magazine Better Homes and Gardens Cosmopolitian Scratch cards for magazine ads Renovation Nation (NBC) Partnership Social Media (Facebook, Twitter, Pinterest)

Total Cost

TOTAL

$9,954,218

--$525,000 $1,200 $2,081,020 $18,900 $1,167 $52,500 $10,500 $41,350 $246,000 $16,800 $2,000,000 $650,000 $472,830 $1,579,920 $732,300 $1,524,731 ---

TOTAL BUDGET:

$9,954,218

MEDIA SCHEDULE

MEDIA

Media Plan: Traditional BROADCAST AND CABLE TV

$2,081,020 // Reach: 64,471,905 Twenty 30-second spots on designated channels that target both high-income Caucasian Baby Boomers, and low-income minority families in order to increase awareness and consideration.

Cable: Out of major traditional TV distribution resources, amongst all demographics, cable television is the most accessed. Baby Boomers spend an average of 40 hours a week watching television.

Channel: HGTV--37% of Caucasians ages 50-64.

Broadcast: Broadcast speaks to approximately 30% of our composite audience. Three major networks target Baby Boomers and low-income families. Channels: ABC, NBC, FOX

MAGAZINES

$43,09,781 // Reach: 68,084,000

3 major magazines that focus predominantly on millennial females, low-income minority families, and homeowners: The Oprah Magazine, Better Homes and Gardens, and Cosmopolitan. A unique spin on the conventional ad, the Color Me You campaign applies an interactive scratch-off ad to draw in our demographic.

The Oprah Magazine reaches a broad audience of race ethnicities and focuses on women a median age. O has 88% female readers and 22.6% of the readers fall in the 18-34 age group. O has a universal message that appeals to all women so there is a better balance of readers with 8.8% Hispanic and 29.8% African-American, and a total of 4,383,000 readers that are moms.

RENOVATION NATION (NBC) PARTNERSHIP Reach: 8,722,000

The Color Me You campaign will sponsor NBC’s new show, Renovation Nation. Renovation Nation aims to demonstrate the ease of “increasing the value and quality of life without breaking the bank,” a message in harmony with what the CMY campaign would like to convey. A television sponsorship not only provides greater interaction with the audience but also helps reinforce TV spot advertisements.

Cosmopolitan, with 18,224,000 readers, has 5,225,000 that are women in the age group 18-24 and 3,832,000 that are 25-34. 8,212,000 readers are women with children.

BUSES

$16,800 // Reach: 6,480,000 Almost twice as many low income people use the bus as their primary source of transportation as opposed to individual cars.

Featured throughout main bus routes among our target cities with the highest rate of public transportation users and low-income minority families.

With Better Homes and Gardens we are able to reach large group of homeowners and promote home-improvement projects using Glidden Paint. For Better Homes and Gardens, they have 8,114,000 women readers and 1,669,000 that are age 18-34. 25.4% of the readers are parents with kids and married.

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MEDIA

Media Plan: Public Relations HABITAT FOR HUMANITY

COLOR ME RUN

Habitat for Humanity establishes connections with each of our target markets and promotes Glidden’s community-oriented outlook.

Historically connected to the Gen Y group, Habitat for Humanity previously had a collegiate challenge that had over 11,000 Gen Y participants with 526 active Campus Chapters at high schools and universities. HH helped 9,000 low-income families, our second target audience, improve their living situations. 22.7% of chain store shoppers regularly contribute to charities such as Habitat for Humanity. Highest gift amounts are expected from those of high income, generally from Generation X and the Boomer generation.

25.6% of chain store shoppers plan to volunteer for a charity within the next year.

Acts as a form of creativity to inspire our younger demographic to interact with Glidden’s products in a fun way. 12.6% of chain store shoppers plan to participate in a charity run in the next year.

Additionally, amongst Generation Y apartment seekers, 49.7% will switch brands to support a charity they believe in. In promoting the Color Me Run in our twelve target cities, we strive to increase both brand and product interaction.

Reach: 756,944

PAINT WORKSHOP AT WALMART $525,000 // Reach: 435,428,571

Facilitates and promotes painting projects among Walmart customers interested in decorating their homes. This has been proven to increase consumer confidence and past experience has shown that through in-store demonstrations and sampling, sales uplift of up to 400%.

Research has shown that Generation Y likes workshops and how-todemonstrations since they like understanding how something works. In addition, being able to relate with people their own age, Generation Y customers are more willing to buy from Generation Y workers.we strive to increase both brand and product interaction.

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Reach: 19,425

ART WALLS

$1,200 // Reach: 50,000,000 Strategically placed in twelve distinct cities that draw a national level of attention to their squares, our art walls are geared towards DIYers.

50 million people traffic through major squares and stations; these are the areas where our art walls would be placed for public use.The art walls will allow our audience to interact with our brand, discover their creative voice, and explore their inspiration.

MOBILE APP

Reach: 100,000 The improved Glidden Mobile App serves each demographic of our audience. 54% of people ages 18-24 have a smartphone, 62% of people ages 25 to 34 have a smartphone and 30% of people ages 50-65 have a smartphone. On a national level the Mobile App encourages user interaction with Glidden and additional painting help for those that need it.

MEDIA

Media Plan: Nontraditional POINT OF PURCHASE $83,067

OUT OF HOME $287,350

CARDS ON POP UP

ESCALATOR

$18,900 // Reach: 435,428,571

$41,350 // Reach: 258,916,666

Helpful cards in our in-store pop ups direct consumers to Glidden’s how-to videos for easy home-improvement projects in order to increase consumer confidence and alleviate tension regarding first-time painters.

Reaches multiple target audiences through a decisive placement within twelve of our target locations between the months of May and September.

• Multi-Impact Impression - Usage of escalator graphics will result in a high impact rate to pedestrians. Pedestrians will see as many as 50 steps and 3 meters of handrail as they ride escalators for over 30 seconds.

• High Impact - Influence point of purchase shoppers - escalator graphics do not compete with traditional media and capture audience attention before entering points of purchase.

• Targeted - Escalators are usually located at points of purchase.

IN-STORE COLOR TABS

$1,167 // Reach: 435,428,571 These cards direct current Walmart customers to the Home Improvement centers, increase awareness among current Walmart customers of Glidden Paint and inspire them to re-decorate their homes. 70% of Gen Y favor cool experiences over great products. Gen Y does not have a brand preference over paint yet, so these advertisements will engage customers to be more creative

POP UP DISPLAYS

$52,500 // Reach: 435,428,571 Pop ups re-direct current Walmart customers interested in crafts and DIY projects to Glidden paint and increase awareness and brand consideration among current Walmart customers.

COLOR SPINNER

$10,500 // Reach: 435,428,571 Participatory advertising heightens the effect of the message. Aimed towards children of young families to interact with the brand and distinguish Glidden paint as a family-oriented product. 80% of low income chain-store shoppers have children. Spinner flyers encourage not only the child to interact with Glidden as a brand, but also introduce the family to the brand in a noninvasive way.

VIRTUAL ROOM

$246,000 // Reach: 258,916,666 Across the board, stimulates each of our target audiences through multiple sensory features. The virtual room will travel each month between our twelve target locations and use unique technology to attract individuals from each of our target demographics to our product and brand.

“

70% of purchase decisions are made within the retail store itself

”

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MEDIA

Media Plan: Nontraditional (cont’d) ONLINE $2,490,000 HULU

$2,000,000 // Reach: 44,444,444,444 Targets specific demographics and brings awareness to individuals who have yet to demonstrate brand allegiance and those who spend the most time on streaming television as opposed to traditional platforms of television.

Hulu draws in an audience of a high concentration of Millennial females with an index number of 176.

AVG viewers per month: 13M viewers

SOCIAL MEDIA Reach: 905,258

A major aspect of our campaign will be dedicated to connecting to our audience through social media platforms.

With a reinvention of Glidden’s Twitter, Facebook, and Pinterest, the Color Me You campaign seeks to interact with its audience, not buy them. These revamped sites will specifically work towards outreach to young Millennial females, as well as our other target demographics on a national scale.

PAID SOCIAL MEDIA: FACEBOOK

$490,000 (CPC: $.84) // Reach: 583,333 Teamed with our existing social media platforms, paid social media promotes increased reach and frequency among online users and encourages user-traffic within the Facebook page.

Using a cost-per-click strategy, we will accordingly allot our budget through click-throughs as opposed to impressions.

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EVALUATION In order to best evaluate the effectiveness of our campaign, during and after the run-time, we will evaluate the various dimensions of impact using several different types of measurement.

ONLINE ADVERTISING

In order to determine our ROI we will evaluate increased awareness by noting changes in “likes” and click-throughs. With heightened online presence we will measure awareness in congruence with sales.

IN-STORE ADVERTISING

We will measure traffic within the cities/states of focus and evaluate sales within said stores.

PUBLIC RELATIONS

PR will be measured primarily by participants and increased interaction with Glidden and its campaign online and in-store.

We utilize a number of non-traditional platforms to represent Glidden as a creative company and encourage consumers to interact with Glidden and its brand. By increasing the interaction between Glidden and consumers,the overall awareness of Glidden increases as well as consideration and recommendation. With the implementation of our campaign, we are confident that Glidden will become a national brand known for its availability, ease of use, and creative spirit.

RESOURCES

Resources and Acknowledgements MEDIA RESOURCES • • • • • • • • • • • • • •

Ad-ology Data Nielsen Data US Census http://adage.com/article/news/store-displays-effective-price-cuts/132767/ http://www.clubflyers.com/printing/postcard/5x7/product.aspx http://news.cnet.com/8301-17938_105-57333908-1/multitaction-turnswalls-into-giant-touch-screens/ http://www.campbellcompany.com/Portals/22807/docs/GenerationalGiving-Study.copy.pdf http://www.hgtvadsales.com/AboutUs/research.pdf http://wagner.nyu.edu/leadership/reports/files/BabyBoomersElcott.pdf http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml http://www.travelandleisure.com/articles/americas-most-visited-shoppingmalls http://www.omediakit.com/r5/home.asp http://bhgmarketing.com/mediakit.html http://www.minyanville.com/mvpremium/2011/11/03/baby-boomersfastest-growing-smartphone/

IMAGE RESOURCES • Page 7: http://www.mommieswithcents.com/2011/08/glidden-paint25walmart-gift-card-giveaway.html • Page 12: http://news.walmart.com/media-library/photos/walmart-stores/ store-front-logo • Page 12 (Mobile app): Glidden Youtube, http://mycolortopia.com/blog/ dining-rooms/my-dining-rooms-evolution • Page 16: http://leighs.wordpress.com/2008/09/23/oh-yeahleighs-is-in-omagazine/ http://www.fanpop.com/clubs/rachel-bilson/images/30857263/title/ rachel-cosmopolitan-magazine-middle-east-may-2012-photo http://anniestreasuretrove.wordpress.com/tag/better-homes-and-gardensapril-2010/

ACKNOWLEDGEMENTS SPECIAL THANKS: Tina Klein, Derek Wong, Melody Chern

ad wave an ocean of innovation

President

Christina Doo

Account:

Agne Flores Cassie Huang Michael Tsui Min Ji (Catharine) Lee

Media/PR:

Creative:

Morgan Sears Amy Li David Yang

Production:

Dorothy Lee Jacqueline Chen Diana Kong Rebecca Chien

Noelle Batema Tiffany Chin Cathy Lee Helen Ly

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