FLORIDA STATE UNIVERSITY

ARROWHEAD ADVERTISING TEAM

1

2

6

8

14

15

16

17

18

19

ExEcutivE Summary

rESEarch

StratEgy

crEativE

Digital

Social

in-StorE ExpEriEncE

non-traDitional

promotionS & pr

mEDia & campaign Evaluation

CONTENTS

1executive summary

executive summaryWhen Francis h. glidden founded a small varnish-making business in 18751, he probably had no idea that it would later become one of

the most widely recognized paint brands in the uS. Quickly spreading to major retailers, glidden has been known as an innovative company with a focus on “do-it-yourself” projects. recent product and marketing neglect, however, have led to a disconnect

between do-it-yourselfers (DIYers) and Glidden. Moreover, Glidden sold at Walmart specifically has not caught the attention of Diyers yet.

the arrowhead advertising team at Florida State university set out to discover not only what inspires and motivates our target to paint, but also why they don’t consider Walmart as a paint retailer. this case study is complicated

in that it deals with a brand, a retailer, and a diverse range of three segments who seemingly have nothing in common. however, through extensive primary and secondary research, we found key insights that unite Diyers

and bridge the gap between our target and glidden sold at Walmart.

While each of our three segments are in different large transitional periods of life, they all have one thing in common: they all cherish life’s little moments - the smaller changes - that shape who they are.

competitive paint brands tend to focus their advertising on bigger changes as the catalyst for paint projects, but what they’re overlooking is that Diyers are changing and evolving every day. there is a

missed opportunity here to draw a parallel between small moments in life and small improvements in the home.

DIYers are always evolving, why shouldn’t their spaces?Using significant insights, Arrowhead Advertising at Florida State University created an integrated campaign that focuses on inspiring and motivating Diyers in a way that hasn’t been done before. our executions are tailored to the individual things that inspire each segment of Diyers.

With a limited budget and a massive retailer, we had to creatively and seamlessly integrate various media to ensure that our message would be heard by our target. to maximize our budget, we emphasized the use of digital, social, and non-traditional media while placing traditional media around key sales periods. the media, in conjunction with targeted promotions and unique in-store marketing, creates a synergistic approach to convey one key message:

Glidden at Walmart makes it simple to express the little things in life that make DIYers unique.

rESEarch

Research 2Florida State university paint perception Survey 2

TYPES OF RESEARCH Key FindingsThe Generic Brand glidden’s advertising push in recent years has restored faith from key retailers, but not from our target, who still sees glidden as “generic” and “average.”2

Walmart Service When embarking on a paint project, Diyers seek help in the paint department from professionals. unfortunately, they feel that Walmart does not provide the service they need.

Color and the Competition color selection is very important to Diyers when selecting a paint brand, but it’s not the only factor. While Walmart may not have the same color selection as other retailers, it has other key attributes that appeal and should be emphasized to Diyers such as convenience and affordability.

Long Term Relationship our segments see painting as a huge project they only tackle every few years. When they consider the idea of smaller painting projects, however, they aren’t as overwhelmed and are open to painting more often.

Making Small Improvements recent economic uncertainty has led to fewer people buying new houses or doing large renovations. instead, Diyers are turning to smaller projects and fix-ups to spruce up their homes.

Changes Spark Projects large life changes such as having a baby or moving to a new city spark large home projects. likewise, smaller changes like getting a puppy or picking up a hobby can spark smaller projects. Either way, changes are a huge source of inspiration to all of our segments and often serve as a catalyst to begin a project.

Love the Little Things our segments are optimistic people who enjoy where they are in life. although they’re all in transition periods of life, each segment cherishes the simple day-to-day moments they can share with loved ones.

DIY Dreamers our three segments are Diy dreamers – they already have painting projects in mind but perhaps lack the motivation or inspiration to make their ideas come to life.

Sharing the Experience Diyers enjoy sharing the experience of painting with family and friends, as well as sharing the finished product via social media.

Brand Differentiation most paint shoppers have a brand preference but can’t tell the difference between unlabeled paint brands. When it comes to paint, price equals perceived quality but not actual quality.

618

48

130

42

13

65

80

Survey respondents

Personal Interviews

Guerilla Initiative Respondents

Mystery Shopping Experiences

Focus groups

Articles and Reports

concept testing respondents

RESEARChWe conducted extensive primary and secondary research to understand our target’s wants, needs, and perceptions to create a relatable campaign that will increase awareness and consideration for glidden at Walmart.

rESEarchResearch*(2012) paint Blocks interview respondent

RESEARCh

3 and 4glidden nSac case Study 5Focus group respondent

6the mcgraw hill companies. (2012, april 17). 2012 u.S. interior paint Satisfaction Survey. J.D. power and associates. http://jdpower.com 7(2012) guerilla research interview respondent

3

economic factorsEconomic instability in recent years has triggered a decline in new home renovations and purchases.3 While the market shows signs of recovery, people still aren’t doing the large projects they used to. instead, Diyers are looking for less expensive, easier projects to spruce up their homes. repurposing and refurbishing existing furniture has even become a fashionable way to create a unique home for less.

guerilla researchto gain insight into the painting process, we challenged Diyers to walk us through their next paint project. We recreated the color selection and painting process to dig into 135 Diyers next painting plans, color preference, and inspiration. We found that people doing large projects were less likely to shop at Walmart because they look for better customer service. Small projects were more likely to occur on a regular basis and participants chose brighter, more vibrant colors. these people were more open to shopping at Walmart for paint supplies because small projects weren’t seen as a huge

investment. all segments share a sense of accomplishment after completion and a desire to share their finished project.

seeking inspirationin the case study and through our research, we found that lifestyle changes are major motivators for painting projects.4 leaving for college leads to decorating a first apartment. having a baby leads to painting a nursery. not surprisingly, most paint brands focus on larger life transitions in their advertising. these changes undeniably have an influence on paint purchases, but they don’t occur very often. there is a missed opportunity here to inspire Diyers in other ways besides the major changes in life.

We also challenged our target to differentiate between paint brands by presenting them with four small blocks painted with identical colors of Sherwin-Williams, Behr, valspar and glidden. Diyers answered basic paint and brand related questions by choosing the colored block that best answered the question. Even though most participants had a preferred paint brand, all respondents could not differentiate expensive brands with those more affordable, suggesting that price does not equal quality.

“I feel like these are all the same paint!” - Mark, Age 557

Walmart shopping once inspired to do a painting project, Walmart is one of the last places that Diyers consider going to shop for paint. in focus groups, participants stated that they found Walmart to be uninspiring and lacking customer service. Even when one does consider purchasing paint at Walmart, they often can’t find an associate in the paint department for needed assistance. one personal interview respondent said, “i was considering it, but after waiting for 15 minutes, there was no one to help me.” - Debra, age 525

customer support When painting, Diyers seek help from not only friends and family, but also professionals. in fact, over 50% of the customers who purchased paint within the past year sought professional guidance for their project.6 the nature of Walmart prevents the retailer from competing with home improvement stores in customer service, but by focusing on projects that require less support and creating innovative ways to educate employees, Walmart has the ability to make customers feel more comfortable purchasing paint there.

rESEarch

Research43

RESEARCh: glidden, walmart, and the competition

Glidden once a clear frontrunner in the paint industry, glidden now finds itself in the middle of a very competitive category. A major advertising push in 2009 has restored confidence in key retailers, but has not fully restored confidence and loyalty in consumers, who still see the brand as “generic.” - valerie, age 288

according to the case study, glidden strives to be the voice of the everyday painter, who is less experienced and less informed about paint.

glidden aims to be percieved as:

Uncomplicated, Fresh and Unexpected, Fun and Friendly.

WAlmart competitors

Walmart competes with big box stores like lowes and home Depot, as well as specialty stores such as Sherwin Williams. these retailers provide knowledgeable, easy-to-find staff and better color selection than Walmart, but for a considerably higher price.

“67% of survey respondents preferred to buy paint from home improvement retailers.”12

Glidden Competitors

glidden lags behind in market share to Sherwin Williams, valspar, and most notably Behr, which brings in more than 25% of the total paint market.9 other brands in the competitive set include olympic, Benjamin moore, and clark and Kensington. most of these companies focus on wide color selection and solutions for large home projects. competitive brands are sold at home improvement and specialty stores, where consumers can speak with knowledgeable employees about their involved projects.

Walmart Walmart is an affordable one-stop-shop for just about anything the average shopper could ever need, including paint. however, it’s so large that associates can’t provide the knowledge and service available at specialized retailers. So, while 66% of people are aware that Walmart sells paint, only 23% consider buying paint there.10

“Walmart is a place I go when I’m not overly concerned with the quality. If I’m painting a wall in my house that everyone is going to see for a long

time, I will probably go to Home Depot or Lowes.” - Stacy, Age 2211

glidden at walmartglidden at Walmart presents a unique opportunity for Diy shoppers that are seeking simple solutions for smaller projects. these shoppers do not need the same level of expertise found at home Depot and lowes; they need grab-and-go convenience and affordability found at Walmart.

8Focus group respondent 9 and 10glidden nSac case Study 11Focus group respondent 12(2012) Florida State university paint perception Survey

rESEarchResearch*(2012) paint Blocks interview respondent 5

RESEARCh: target audience

finger painters“It’s all about ME”

Discovering the world on their own terms

Finger painters are young females that enjoy painting but do not have the experience or confidence of the older segments. They are creative, social, optimistic, and very digitally connected to the world around them. they like to take risks but are careful with their money. although they are in a transition period of life - perhaps moving away from home or just getting their first job - they are happy where they are right now. they tend to think about life, as well as painting projects, on a day-by-day basis.Life Change: College or First Job

I like to enjoy life and I don’t worry about the future (135)* You should seize opportunities in life when they arise (116)* I like to pursue a life of challenge, novelty and change (150)* Creative Activity: Painting, drawing and sculpting (285)*

rockin’ rollers“It’s all about ME and my family”

Balancing their personal needs with family

rockin’ rollers are young supermoms who enjoy painting and already shop at Walmart for their home needs. they tend to be lower income minorities who search for the best value in home products to make their dollar stretch. Family is the center of their lives, but they also value their careers as a way to help give their children the things they didn’t have as a child. though they are constantly growing and changing with their families, they still are happy where they are now in life and enjoy the simple things like board games and reading.Life Change: Having Children, Moving

Family life is the most important thing to me (135)* I like to provide my kids with the things I didn’t have as a child (188)* I like to pursue a life of challenge, novelty and change (159)* Creative Activity: Painting, drawing and sculpting (173)*

masters of the brush“It’s all about us”

Refocusing on their lives together

masters of the Brush are older, caucasian homeowners that are confident in their painting abilities but dislike Walmart and the painting process. many are “empty-nesters” and are transitioning into retirement and a quieter life with their significant other. They split their time between family and other interests such as volunteering, church, and cooking. like our other two segments, masters of the Brush are content and happy with their lives. Life Change: Empty Nest, Retirement

I am very happy with my life as it is (115)* I am perfectly happy with my standard of living (131)* I like spending most of my time at home with family (111)* Creative Activity: Woodwork/furniture refinishing (137)*

Despite their differences, our three segments do have things in common.our three segments may be very different in their ages and lifestyles, but they all have many important factors in common. to begin, they all like to volunteer and give back to their communities. they are positive, creative, and like to share their painting experiences and memories with their families and loved ones. they are Diyers, and they value the small, affordable changes they can make to their home that make a big difference. most of all, our three segments are in major transition periods of life but tend to think about their lives on a day-by-day basis. they are living in the moment and appreciating the small, day-to-day improvements they can make.

*Simmons index numbers

Based upon information in the case study, we divided Diyers into the following three groups:

rESEarch

strategy65

strategy: objectives and recommendations

55

Branding create an integrated campaign that shifts the perception of glidden at Walmart to include small Diy projects by

sparking inspiration and motivation to complete these projects.

Synergyreach the target market through a synergistic media plan

emphasizing the use of digital, social, and non-traditional media, but not excluding traditional media.

In-Store ExperienceImplement breakthrough in-store merchandising programs to drive traffic to the

paint department from other areas within Walmart.

Promotion and PR Initiativesimplement promotions and public relations events in order to increase awareness of glidden at Walmart and support philanthropic efforts.

increase awareness of Glid

den

Pain

tat Walmart b

y 7%

increase consideration of Glid

den

Pain

tat W

almart by

5%

User Generated Contentinitiate a conversation with Diyers by encouraging them to make their project and share their creation throughout various forms of media.

Strategy 7

strategy: glidden creative brief

Big changes spark big projects… But what about the little changes that make us who we are?

Tone • positive and upbeat – unlike large makeovers, small projects are fun and easy from start to finish.

• inspiring – Diyers are changing every day. there are opportunities to inspire them in ways they haven’t thought about before.

• celebratory – Diyers like to share the painting experience with loved ones and celebrate their new improvements.

Considerations • the name Walmart implies low prices already, so there is no need to stress price in executions.

• color selection is very important to our target market, but since glidden only features a condensed palette of 306 colors at Walmart, it is not a strong point for the brand.

• Women are key decision makers in our three segments.

• our segments are Diy dreamers, so motivating them to make that project they already have in mind is a key opportunity.

Insight Just like big life transitions spark big painting projects, the simple little changes in life can prompt small, one day Diy projects that are meaningful, rewarding, and fun for Diyers to do with loved ones.

Target PerceptionWhen I think of Glidden, I think of an older, more generic brand. I don’t consider buying paint from Walmart because the store is visually unappealing and, more importantly, I don’t trust the quality of the paint or the customer service. However, I do appreciate the convenience that Walmart offers and would consider buying paint there if I was tackling a smaller, less involved project. When it comes to starting a project, I am most inspired to paint by the changes going on in my life. As I evolve, I want my surroundings to evolve with me and reflect my current sense of self and style.

Desired Target Perceptionglidden at Walmart is a brand that celebrates the little changes in Diyers’ lives that make them happy. they will perceive it as the perfect paint for simple one-day projects. Diyers will think of glidden at Walmart as an easily accessible, affordable paint that offers good quality for the price. they will feel more motivated to start a project because projects with glidden at Walmart are easy, fun, and help them express who they are today.

rESEarch

creative8

the big ideaEvery day, Diyers make little changes that ultimately define who they are as people. Getting a dog isn’t a huge life transition, but it is a step forward that can bring joy and happiness into their lives. these small changes are more personal for our targets and have the same power to inspire painting projects like big changes do. getting that puppy they have been yearning for will inspire them to paint a doghouse, make a new chew toy chest, or paint a fence around the yard so that the newest member of the family feels extra welcome. Whatever the project, Diyers often just need a little motivation to begin today.

For DIYers, every day is an opportunity to

make a change and make a project. So instead of an overwhelming massive renovation,

make it simple. Make it fun. Make it happen.

Make It Today

Big Change Big Project

Small Change Small Project

Graduation

Reading More

Painting a Home

Painting a Bookshelf

13Clarification Memo Pg. 4 creative 9

Make It Today

Make it Today is motivating.this call to action motivates Diyers to not only make a change, but also to finally make that project they have had in mind.

Make it Today emphasizes simplicity.the word today gives the project a timeline, highlighting that glidden at Walmart is made for those simple, one-day projects.

Make it Today is inspiring.this big idea appeals to the carpe diem side of Diyers and reminds them that there is no time like the present to make a positive change.

So what exactly is a

small change? How do we define a “small project”? To learn more, we sent out a simple, anonymous survey to members of the target market asking them one simple question: What is a small change you have made in your life that made a big difference? As the responses starting pouring in, we were astonished by how diverse and meaningful these changes were.

“I started taking yoga class and now I feel so much more connected to who I am as a person.”

“Smiling more, even when I’m not happy. Somehow, it has this positive effect on my mood and outlook on life.”

“I started making it a point to hang art in my apartment. I feel content in my home now that it actually looks like me, even when I’m not even there.”

these small changes are deeply connected to small projects because Diyers want to express their changes through their surroundings. they want their surroundings to reflect who they are now.

Because this campaign only deals with one retailer for five months, it is imperative that the message remains consistent with glidden sold at other retailers. additionally, glidden has equity built in its existing tagline. Because of this, the tagline Glidden Gets You Going will stay in place and serve as the foundation of the campaign.13 Make It Today is the inspiration and motivation, while Glidden Gets You Going is the means to achieve your project.

We concept tested Make It Today with members of the target market. here is what Make It Today means to them:

concept testing

“It immediately makes me think of doing

something creative.” - Alexandra, Age 18

“It sounds attainable. So simple it can be done today!”

- Lauralyn, Age 44

“It makes me think about taking advantage of opportunities. If it’s a beautiful day, spend it outdoors! If there’s something you’ve wanted

to do, just go for it!” - Sarah Jean, Age 24

Painting a Home

Painting a Bookshelf

rESEarch

14SrDS & Quantcast 15glidden nSac case Studycreative10 9

9

execution strategyin order to effectively appeal to the different segments of Diyers, we need to reach them through the media that they interact with as “creators.” Each segment enjoys different creative activities and will consume media that correspond to their individual interests. For example, masters of the Brush are more likely to read Food network magazine or visit cooking sites like myrecipes.com to seek out creative activities.14 By including home improvement and general interest media vehicles within our media selection, we can reach Diyers who are not just seeking out projects, but also reading their favorite magazines seeking creative inspiration in other ways.

Although most of our creative executions focus on universally applicable small changes, the media placement is segmented to reach each specific target. in using this approach, we are able to better connect with Diyers when they are already in a creative or imaginative mindset.

finger paintersStrategy: Finger painters are extremely connected to their friends and often share creative projects and ideas with their best girlfriends. For this reason, our executions will focus in on sharing and enjoying projects with other young, creative Finger painters.

media placement:

• Fashion focused and Diy magazines

• Display ads on fashion focused and photo/video sharing websites

• Social media

• Streaming tv and national cable

• online and spot radio

rockin’ rollersStrategy: From creative interests to media consumption, family is a focus for rockin’ rollers. our executions will focus on fun, creative bonding time with those that matter most.

media placement:

• Family centered and Diy magazines

• Display ads on family and fashion focused websites

• Social media

• Streaming tv and national cable

• online and spot radio

masters of the brushStrategy: For masters of the Brush, family and leisure activities both play an important role in their lives. as a result, we will have executions that cross the two areas, creating a seamless blend between these two key areas.

media placement:

• lifestyle and Diy magazines

• Display ads on cooking and craft websites

• Social media

• national cable spots on shows that centralize on decor and restoration

• online and spot radio

Because holidays such as memorial Day and the 4th of July drive key sales periods within the paint category,15 we will create executions for all three segments that capitalize on summer celebrations. these executions will focus on inspiring and motivating Diyers to do a holiday-inspired project with glidden from Walmart.

rESEarchcreative 11

tv

tv media vehicles: History Channel:

• american restoration

• american pickers

• pawn Stars

HGTV: • color Splash

• Decorating cents

• Design on a Dime

Streaming: • hulu.com

• nBc.com

Sunday Crafternoon: making a small change to their routine, four friends have promised to start reserving one Sunday of every month for catching up and crafting together. Glidden takes an unscripted look at their first project day - painting picture frames.

Frame 1: open on a close shot of main girl, giving a “confessional” to the camera. She tells us her friends are coming over for their first afternoon of crafting together.

Frame 2: Shot of door, we see our girl welcome in her friends, crafting and baking supplies from Walmart in tow. narration of girl’s confessional continues throughout.

Frame 3: interior, kitchen. Four friends continue to prepare for the afternoon, girl talks about the importance of making time for her friends.

Frame 4: Shot is revealed in horizontal thirds of sweets being taking out of the oven, close up on drink being stirred in pitcher, and the friends’ project: picture frames, being painted with glidden.

Frame 5: interior, living room. girl brings tray of food to her friends crafting at the table. She joins them.

Frame 6: aerial view, table. overhead shot of the four friends finishing their project.

Frame 7: aerial view, close up of table. Final projects are shown completed on the table, with photos of the friends inside of them.

Frame 8: narrator: glidden Brilliance collection, available at your local Walmart. glidden gets you going.

tv commercials will be used on national cable and streaming tv to bring the painting process to life. Each commercial will target a different segment and focus on how glidden from Walmart compliments the small changes in life with easy, fun projects.

Make It Today

rESEarch

creative12

print

Copy: Make It Today. Your aura is teal, but your walls were yellow. Now that you’ve designed your private yoga studio, today is the day to finally get that “meditation” business down pat.

media vehicles: finger painters • nylon

• Better homes and gardens Do it yourself

Copy: Make It Today. You can’t keep the books from flying off the shelf, especially when it’s painted her favorite color. Today is the day she reads you a bedtime story.

media vehicles: rockin’ rollers • Scholastic parent and child

• Better homes and gardens Do it yourself

Copy: Make It Today. Make today the day he gets his first real home. Whether he’s under your roof, or his own, your empty nest just got a little more colorful.

media vehicles: masters of the brush • Food network magazine

• Better homes and gardens Do it yourself

Each of our print ads will follow a consistent structure and focus on creating a connection between the small changes and small projects that improve Diyers lives.

rESEarchcreative12

banners & radio

Skyscraper 160x600

Full Banner 468x60 *Expanded to Show Scrolling animation

rectangle 336x280

pandora Radio Spot: “Poolside”/:60CHARACTERS: KID – Male, 8-12 | MOM – Female, late twenties to mid thirties | JOHAN – Male, late twenties to mid thirties, thick Belgian accent

(SFx: kids laughing and playing, splashing)

Boy: mommmmmm!!!

mom: it’s easy to feel like these long summer days are more about my to-do list than myself. (SFx: splash) that’s why this summer, i’m reserving at least one hour out of every day for myself. that’s right- i said it! it’s time for...

(SFx: harp strum)

mom: (soft echo) me time...

(SFx: angelic music continues lightly in background)

MOM: Today? I’m revamping my pool chairs to the perfect summer shades of Bold Sangria and refreshing mimosa.

(SFx: ice cubes plopping)

mom: tomorrow, i’ll be spending me-time poolside.

JOHAN: Would you like another icy beverage, mademoiselle?

(SFx: harp strums, angelic music fades out)

Boy: coWaBunga!!!

(SFx: splash)

narrator: make it today. it’s quick and easy to give yourself a lift this summer with the glidden Brilliance collection at Walmart.

mom: i can pick up everything i need for my project while i’m getting everything else i need.

JOHAN: Like chocolate covered strawberries?

mom: more like juice boxes, Johan.

narrator: glidden gets you going, with the glidden Brilliance collection- exclusively available at your local Walmart.

MEDIA VEHICLES: clear channel, adult contemporary, pandora.com

digital media vehicles Finger Painters: Blogtalkradio.com Shutterfly.com glamour.com theknot.com Bravotv.com usmagazine.com Self.com cosmopolitan.com livestream.com Designerapparel.com abeautifulmess.com

Rockin’ Rollers: Babygaga.com circleofmoms.com parenting.com parentsconnect.com momswhothink.com Babycenter.com mothering.com Whattoexpect.com holidayscentral.com Babynames.com prudentBaby.com

Masters of the Brush: Diynetwork.com myrecipes.com Bettycrocker.com hgtv.com goodhousekeeping.com Favecrafts.com Foodnetwork.com grandparents.com cooking.com verybestbaking.com retrorenovation.com

animated banner ads and radio spots will run throughout the campaign period to increase awareness and consideration of glidden at Walmart.

13

rESEarch

digital14

Strategic use of digital and mobile media is crucial to maximize the effectiveness of our budget. We focus on simple design, helpful tools, and interactive personalized content.

glidden guru

glidden bloggers17 Figure B

13

microsite and mobile

makeittoday.comthe makeittoday.com homepage will include a simple navigation bar along with a visually captivating design showcasing inspirations. the visual component will consist of stacked images, which will be submitted by featured bloggers and users. Each box will use a rollover and click through feature for more information.

My Glidden: users will be able to save glidden colors and projects featured on the makeittoday.com microsite to make a “personal palette” for future projects. colors matched within the eyedrop tool from the mobile app will also be saved (Figure A).

Fill Your Paint Can: Users can upload photos of their personal DIY projects to “fill their paint can”. after each upload, they are one step closer to a $2 off coupon for glidden products sold at Walmart.

Make It Come To Life: Diyers can upload a picture to digitally personalize their room or item with glidden to test colors before purchase.

Voice of the DIY Blogger: In order to show the simplicity of the DIY project, three influential DIY bloggers will be chosen to highlight their small Diy projects along with how-to videos. holiday themed how-to videos will also be featured around each holiday (Figure B).

Paint By Numbers: A search bar will be available to help users find the right project. A paint calculator will estimate the amount of paint needed for each Diy project. videos will also be available to show how to navigate a Walmart paint section. makeittoday.com will be geo-tagged to notify users of the nearest Walmart.

Trading Pieces: visitors will be able to view our mini series, Trading Pieces (see page 17).

What is a snap tag? a snap tag is a visually appealing barcode that incorporates a logo within a coded ring. users can either use a snap tag reader or take a picture of the tag and send it to an assigned number in order to receive additional information.

73% of shoppers with smartphones prefer to reference their mobile device while in-store rather than ask a sales associate for help.16

One of our key findings showed that all segments believe Walmart lacks sufficient customer service. To alleviate this problem, we will make an app that gives Diyers easy access to all of the information needed to complete a paint project on any scale. Features will include voice activated search for frequently asked questions, a color eyedrop tool, paint calculator, links to makeittoday.com and glidden’s social pages, a progress tracker for the Find your color challenge (see page 16), as well as a “my glidden” page that stores your favorite color palettes and projects. users can also scan a snap tag located by the register to alert a nearby Walmart associate that help is needed in the paint department. Diyers without smartphones will be prompted to call glidden’s current help hotline.

Elsie and Emma abeautifulmess.typepad.com total uS monthly visits: 325,652

Pam retrorenovation.com total uS monthly visits: 207,273

Jamie and Jacinda prudentbaby.com total uS monthly visits: 215,013

16Siwicki, B. (2010, Dec 6). Shoppers would rather use smartphones than consult store associates, survey finds. Internet Retailer. http://internetretailer.com 17(2013, January) Quantcast

rESEarch18glidden nSac case Study 19Shopzilla inc. (2012, oct 15). online consumer pulse. Bizrate insights. http://bizrateinsights.com

20cBcnews. (2013, Jan 28). google+ passes twitter to become no. 2 social network. cBcnews: Business. http://www.cbc.ca/news/business/story/2013/01/28/google-plus-twitter.html

social 15

social Diyers often get their project inspiration from social media sources18, emphasizing the need for a strong presence across all social platforms. We will utilize multiple platforms to reach all segments, especially the more rural Rockin’ Rollers who are particularly difficult to target with traditional media.

Facebook will feature Diy content that will be used across glidden’s social pages such as before-and-after photos, fun and easy projects for kids, holiday inspirations, and contests to name summer colors. the tabs will lead to information including a FaQ page and makeittoday.com.

YouTube will have an animated wallpaper where a woman from the featured glidden video will jump out of the frame and across the page to paint the décor in the background. Depending on what she paints, different how-to videos will be shown. For instance, if she is painting a dresser, a step-by-step video will play with tips for painting a dresser. in addition to tutorials, the youtube channel will have a new segment called Diy-live, a live chat with designers where viewers can ask questions in real time and interact with popular bloggers.

Pinterest can serve as a huge source of inspiration for Diyers. in fact, more than 67% of pinterest users use the site in order to keep up with the latest trends in home decor.19 to increase interaction and promote awareness of our colors, we will host a pinterest contest that challenges participants to make a board centered on a pre-determined color of the week. For instance, if the color of the week is Fresh tangerine, participants will be asked to submit a board inspired by this color and featuring pins of the same hue. the featured blogger of the week will judge the contest. the creator of the most inspiring board will win a one-on-one consultation with the featured blogger.

google+ We will also utilize google+, a social network that now has over 40 million20 users, in order to reach out to Diyers on a different channel. We will initiate google hangouts with our segments to bring them face-to-face with our featured bloggers and allow them to ask questions as the bloggers demonstrate a step-by-step project. once the hangout is full, we will stream the how-to segment on to the youtube Diy-live show to enable Diyers everywhere to watch.

twitter will be used as an additional outlet to interact with Diyers, broadcast content from popular bloggers, and answer questions. Search and respond will be used on both Facebook and twitter.

instagram will be used in conjunction with our #gliddengetaway sweepstakes promotion. For more information, see page 18.

Pam retrorenovation.com total uS monthly visits: 207,273

rESEarch

in-store experience16

Easy Cometo reach every Diyer on his or her way into Walmart, we will make eye-catching, colorful floor wraps and place them at the entrances of all 3,500 Walmart locations. The floor wraps will be a multi-colored mural of paint chips with the text, Make It Today and Glidden Gets You Going.

15

in-storeBecause all three segments already shop at Walmart, in-store merchandising is a crucial element of our campaign to reach Diyers and drive them to the paint section of the store.

Find Your ColorFor our first in-store promotion, we will place glidden paint chips throughout Walmart and challenge our segments to find and record them from may to September.

• 40 summer related paint chips with corresponding codes will be placed next to items

that appear within the paint chip color name. For example, the Sweet tea paint chip will be placed next to sweet tea. two colors will be released each week.

• participants can enter paint chip codes into the glidden guru mobile app in order to keep track of their success and share their achievements on social media.

• after they enter ten codes, they will receive a $5 coupon off glidden at Walmart. if all 40 colors are entered, participants will receive a $100 Walmart gift card.21

• Diyers can take pictures with each color and department and post to instagram with the hashtag #makeittoday to be featured within the contest’s social media updates.

to create awareness and anticipation of Find your color, we will release two colors each week and share hints to their color and location through social media.

Belt Wrap DetailPaint Chip Holder Detail “Enjoy an Orange Slice of Life by redoing that old table”

Easy Goto create a lasting impact on our segments on their way out of Walmart, we will place vinyl decals on the checkout conveyor belts at all 3,500 Walmart locations. the decals will include copy that will contain paint names and project ideas to increase awareness and consideration of purchase. copy will also direct Diyers to download the glidden guru mobile app and visit makeittoday.com.

21gift cards capped at 1,000 cards.

rESEarchnon-traditionaL 17

non-traditionalLittle PiecesDigital Billboards in 10 select Dmas (see page 19) will showcase pictures of Diyers and their projects. pictures will be collaged together to create a bigger picture. our target can text a picture of a completed project to a common short code in order to be featured on the billboard and receive a thank you text back with a $2 off coupon for glidden at Walmart. pictures will also be featured within makeittoday.com, banner ads, and social media content.

trading Pieces miniseries We will create a reality miniseries, Trading Pieces, consisting of multiple 30-second episodes to help demonstrate the simplicity of one-day Diy projects. two people within our target will be chosen to trade a piece of his/her unwanted furniture and redo the new, traded piece to make it fit in its new

home. Five episodes will be created for each swap story and will take the place of the 30-second commercial breaks within a tv show featured on hulu.com. the episodes will also be aired on makeittoday.com.

Elevate Your Spaceto show how simple Diy projects are, we will place an image of an unpainted chair on the exterior doors of elevators and on revolving bus stop signs in the 10 selected Dmas (see page 19). the chair will transform into a painted, refurbished chair once the elevator doors open and when the bus stop sign revolves. this will emphasize how a little bit of color can make a difference. Sidewalk Splash

We will place “floating” Glidden paint cans in highly visible areas in the 15 selected key Dmas (see page 19). the can will be spilling “paint” and the words Make It Today onto a piece of furniture. the piece of furniture will be semi-painted and will have the tagline Glidden Gets You Going fixed onto the furniture. Sidewalk Splash will not only increase awareness of glidden at Walmart, but also spread virally to reach Diyers who don’t reside in these key Dmas.

non-traditional executions will be used to reach Diyers in fun and interesting ways where they least expect it.

rESEarch

promotions and pr18

promotions and pr

make a difference in one day. We will create a one-day event, which will bring communities across the nation together for a block party benefiting the make-a-Wish Foundation. colorbration will celebrate life’s colorful little projects by taking advantage of the special, fun, and communal aspects of summer.

• colorful, small projects include: dart art, “tie-Dye your 4th of July” and a colorful water balloon fight.

• make-a-Wish Foundation: Diyers can paint a wooden star and write a motivational saying on the back such as “Stay strong,” or “you’re my hero.” Stars will be donated to local Make-A-Wish offices to be redistributed to the wishers within the area.

• Donations will be collected during the event. glidden will match all donations up to $200,000. all proceeds will go to make-a-Wish with emphasis in the local areas that host colorbration.

• colorbration take place on June 28th at city pavilions in key Dmas (see page 19) and will be free to the public. leading up to the big event, we will run spot radio within the local markets. radio station street teams will provide assistance and publicity of event.

• the Blue grotto in italy • yellowstone national park in

Wyoming • the Black Beaches in hawaii • the turquoise cave in greece

make It Easy in order to inspire Diyers at the point of purchase, we recommend hosting how-to demonstrations within Walmart to show shoppers how easy projects with glidden can be. Store employees will make a simple project each week at peak sales times during the day to drive traffic to the paint department. Similar to cooking cards, we will provide shoppers with 3x5 cards containing project details.

#GliddenGetaway Sweepstakes

recommendations

Tie-dye your 4th of july balloon dart art gold stars

Simply Put We also recommend creating a simple online training manual, which will be available on the computers located in every Walmart paint department. it will contain information about glidden’s paint products and answers to the everyday questions asked at paint retailers. this information will help employees better serve customers in the paint department.

though the campaign directive is consumer driven, we have included recommendations which will help the overall campaign.

We will use promotions and pr in key markets to interact with Diyers on a personal level, support charities, increase buzz on social media, and support media buys.

We will create a “bucket list” sweepstakes where four winners will win a global adventure to one of the world’s most colorful destinations. We will make five 10-foot glidden paint cans featuring Walmart logos and place them in highly visible areas in 20 key Dmas (see page 19). Each week, the paint buckets will travel to a new city. to enter the sweepstakes, people can take a picture with the paint bucket and upload it to glidden’s social media sites with the hashtag #gliddengetaway. additional directions will be located on the paint bucket along with images of the four destinations. Four winners will be selected at random to cross off one of the four bucket-list destinations:

rESEarch22ad-ology research. (2012). paint & Wall covering Stores in all uS markets. industry marketing insights, 56-60. media and campaign evaluation 19

media strategy and budgetOBJECTIVE Maximize reach with minimum wasted coverage.

strategy Utilize strategic media outlets while maintaining a high frequency to reach of all three segments where they spend the most time. Media selection will focus on digital, social, and non-traditional media, while not ignoring traditional media. Chosen media vehicles will have an index over 120.

$155,000 FacEBooK

CONTINGENCY3%contingEncy$300,000

PRODUCTION7%proDuction$700,000

COUPONS3%couponS$300,000

PROMOTIONS5%colorBration$400,000

$100,000 #gliDDEngEtaWaySWEEpStaKES

$155,000 youtuBE

SOCIAL10%

$124,000 tWittEr

$93,000 pintErESt$93,000 googlE+

$10.7 M national caBlE

raDio$96,000$562,900 magaZinE

TRADITIONAL28%

EaSy comE$1 MEaSy go$750,000

$10,000 FinD your color

IN-STORE18%

StrEamingDiSplay

$10.3 M$10.2 M$780,000

SEo

DIGITAL44%

18%

budget allocation

media mix

mEDia in-StorE marKEting proDuction promotionScontingEncycouponStotal

Digital traDitional non-traDitional Socialtotal

63% $6,300,00018% $1,800,000

7% $700,0005% $500,0004% $400,0003% $300,000100% $10,000,000

$2,790,000$1,740,000$1,150,000$620,000$6,300,000

PROMOTIONScolorBration#gliDDEngEtaWaySWEEpStaKES

$400,000$100,000

EaSy comE EaSy goFinD your color

$1 M$750,000$10,000

IN-STORE

NON-TRADITIONAL$600,000$482,000 $50,000 $10,000

traDing piEcESlittlE piEcESElEvatE your SpacESiDEWalK SplaSh

Digital traDitional non-traDitional Social

$136,400$136,400$93,000$93,000$86,800$74,400

FacEBooKyoutuBEtWittErgooglE+pintErEStinStagram

SOCIAL

44%

28%

18%

10%

OBJECTIVE Increase awareness and consideration of Glidden at Walmart on a national and local level.

strategy Place media nationally with spot media buys in key DMAs listed below on map. Support with promotional efforts and in-store merchandising within local markets.

OBJECTIVE Create maximum impact during key paint consideration and sales periods.

strategy Allocate budget to support peak holiday periods and the back to school time period.

OBJECTIVE Take advantage of opportunities that may arise during flight to increase awareness and consideration of Glidden at Walmart.

strategy Allot 4% percent of budget to contingency.New YorkLos AngelesChicagoPhiladelphiaBostonDallas-Ft. WorthSan Francisco-Oakland-San JoseWashington, DCAtlanta HoustonSeattle-TacomaPhoenixMinneapolis-St. PaulDetroitTampa-St. Pete-Sarasota

Next 20 Top DMA’sDenverClevelandMiami-Ft. LauderdaleOrlando-Daytona Bch- MelbourneSacramento-Stockton-ModestoSt. LouisPortlandPittsburghIndianapolisHartford & New Haven

1

2

3

4

new york los angeles chicago philidelphia Boston Dallas-Ft. Worth San Francisco Washington, D.c. atlanta houston

Key DMAs

Seattle-tacoma phoenix minneapolis-St. paul Detroit tampa-St. pete Denver cleveland miami-Ft. lauderdale orlando-Daytona Beach Sacramento

St. louis portland pittsburgh indianapolis hartford-new haven

these markets were chosen because they had the highest consumer spend per market for home maintenance and improvement.22

media and campaign evaluation20

media schedule and evaluationOptimization and EvaluationObjective to assure that our marketing efforts are meeting our objectives, we will track performance of the Make It Today campaign after launch and throughout the campaign flight.

Strategy Quantitative and qualitative research to track brand perception, in-store experience, and digital/mobile usage.

Tactics • consumer surveys to measure:

• increases in awareness and consideration of glidden at Walmart

• overall change in brand perception

• overall change of in-store experience

• number of unique vs. returning customers to the paint department

• measure success of makeittoday.com by tracking unique visitors, page views, click through rates, average time spent on website, bounce rate, and visitor engagement.

• monitor brand perception and consumer engagement by social media analytics.

• Evaluate the effectiveness of promotions by monitoring participation and response rate.

• monitor coupon redemption rates.

• optimize digital media with use of digital analytics such as google analytics and Doubleclick For advertisers by reallocating budget to best-performing websites and run best creative.

may june july aug sept

28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 22 29

MAGAZINES - WOMENNATIONAL CABLE SPOT RADIO

DISPLAYSEOSTREAMING

LITTLE PIECESELEVATE YOUR SPACETRADING PIECESSIDEWALK SPLASH

#GLIDDEN GETAWAYCOLORBRATION

FIND YOUR COLOREASY COMEEASY GO

TWITTERFACEBOOKGOOGLE+PINTERESTYOUTUBE

11 23 27 15 4 18 2KEY SALES PERIODS

NON - TRADITIONAL

PROMOTIONS

IN STORE

TRADITIONAL

SOCIAL

DIGITAL

LEGEND TOTAL SPEND COST PER THOUSANDPROJECTED IMPRESSIONS

$3.17$15$12$20

$3.17$15$12$20

TOTAL $

MAY $1,209,100 177,901,166TRAD. $576,700 83,625,022

cable $369,304 59,565,161 $6.20mag. $207,396 24,059,861 $8.62

DIGITAL $632,400 94,276,144display $221,340 69,823,344 $3.17seo $233,988 15,599,200 $15a.stream $369,304 2,213,417 $12v.stream $207,396 7,525,550 $20

TOTAL $

JUNE $1,163,797 165,720,637TRAD. $577,897 78,206,216

cable $333,794 53,837,742 $6.20mag. $148,140 17,185,615 $8.62

DIGITAL $632,400 94,276,144display $221,340 69,823,344 $3.17seo $216,783 14,452,200 $15a.stream $32,517 2,709,750 $12v.stream $104,266 9,213,300 $20

TOTAL $

JULY $1,024,167 615,597,312NON-TRAD. $482,485 542,117,976 $0.89DIGITAL $541,682 73,497,336

display $221,300 54,421,136 $3.17seo $182,373 12,158,200 $15a.stream $20,702 1,725,167 $12v.stream $117,310 5,865,500 $20

TOTAL $

AUGUST $1,208986 177,884,147TRAD. $576700 83,625,022

cable $369,304 59,565,161 $6.20mag. $207,396 24,059,861 $8.62

DIGITAL $632,400 94,276,144display $221,300 69,810,725 $3.17seo $233,946 15,596,400 $15a.stream $26,556 2,213,000 $12v.stream $150,484 7,524,200 $20

TOTAL $

SEPT. $446,514 66,564,885$446,514 66,564,885DIGITAL

display $156,280 49,299,685seo $165,210 11,014,000a.stream $18,754 1,562,800 v.stream $106,270 5,313,500

TOTAL $

MEDIA $1,208,986 177,884,147TRAD. $576,700 83,625,022DIGITAL $2,838,785 416,093,911

display $1,025,285 308,214,511seo $1,032,300 68,820,000a.stream $125,090 10,424,134v.stream $708,841 2,213,000GRPs 233

arrowhead advertising team

Courtney Andrews

Katie Dyer

Aaron Davis

Samara gerard

Laura Golly

Emily Hall

Rachel Johnson

Peter Krause

Laura Linthicum

Erica Lovelace

Stephanie Mack

Josh Mesnik

Tifani Mullen

Hannah Nowalk

Natalie Pardo

Jackie Schultz

Lindsay Strauss

Andrea Todd

Nicole Regan

Montana Zion

AdvisorBarry Solomon

Meet the Teamhere at arrowhead advertising, we’re a colorful bunch. Our team is filled with a range of characters as wild and crazy as cranberry Zing, or sweet and simple like true peach. We only have 21 shades of personalities, as opposed to 306.

Though we may seem like a fiesta on the outside, don’t be fooled: we play hard, and work even harder.

arrowhead advertising has a full spectrum of talent. our team is packing the most hardcore strategic thinkers; we’ve got total design freaks, devoted data miners, and guerilla marketing masterminds.

together, we’re bonded by a passion to create great work in the advertising world, and the delirium from a few too many late nights pursuing that passion. We are performers, dreamers, writers, and social media worshippers. We’ve traveled the world and back, though we are proud to call tallahassee “home.” now we’re here to shake this paint can up a bit.