FACULTY ADVISORDr. Ed Ackerley

LEADERSHIPKara GustafsonAgency Director

Amanda Ellison and Christie MarshMarketing Directors

Lauren LaspisaCreative Director

Cassandra Downs and Michael FosterMedia Directors

The University of Arizona’s 2012-2013 NSAC team is comprised of twelve members. We call ourselves Studio 320 because we originated at the Eller College of Management, in room 320. We have now, coincidentally, moved to room 320 in our new building, Babcock. Over the past academic year, we have worked diligently on fostering research and adhering it to our ground breaking creative campaign.

TEAM MEMBERSMelissa ArrillagaChelsea CotaDavid FloresSonia GrobmanJake SornsinKatie Watson

Abo

ut

Us

Executive Summary.........................................3

Industry Overview.......................................4-5

Target Markets..................................................6

SWOTT Analysis............................................7-8

Research & Findings.......................................9

Media Strategy................................................10

Glidden Paint Tour......................................11-12

Traditional Advertising...........................13-14

Non-Traditional Advertising..................15-17

Budget................................................................18

Measures of Success.....................................19

Further Suggestions....................................20

Table

of C

onte

nts

SPECIAL THANKS TO...

The Eller College of

Marketing Department for

donating our books.

Exe

cuti

ve S

um

mary

OBJECTIVESHere at Studio 320, our mission is to increase awareness of Glidden

paint at Walmart within the three target demographics through a

flavor packed campaign.

OUR CAMPAIGN“Serve Up Some Color” is a tasty, refreshing campaign full of exciting flavors.

After gathering research, Studio 320 decided to add both a

scoop of traditional and non-traditional media to the campaign.

Our first campaign flavor may seem a bit traditional, but an ice cream

shop cannot prosper without vanilla. Our traditional media strategy

includes a television commercial and print advertisements. These media

advertisments have been carefully crafted to capture the baby boomer

generation while appealing to members of all target markets.

Secondly, we have our maple-bacon swirl, a non-traditional flavor. This is

the flavor that will grab the attention of our younger target demographics. A

traveling food truck will launch this aspect of our campaign, driving

more traffic towards social media. Other forms of non-traditional

media in our campaign include street art and 3D billboards. These non-

traditional media are designed to better differentiate Glidden in an exciting

and unique way.

Finally, who wants to eat ice cream alone? That’s a sad thought. Our

campaign needed a social outlet to allow consumers to share their

experiences and thoughts. By combining these flavors, our campaign to

“Serve Up Some Color” will create the perfect Glidden Brilliance sundae.

3

Studio 320

4

Studio 320

Industry O

vervie

w

INDUSTRY OVERVIEW The interior paint market is largely categorized by where the brand is recommended. The Home Depot recommends Behr to customers with queries, while Lowes recommends Valspar, Target solely sells Benjamin Moore, and Walmart sells Glidden. These are the who’s-who of paint brands, and these ‘big box’ stores drive sales.

TOP INDUSTRY BRANDS

COMPETITIVE ANALYSISThe main factor in determining quality

perception for paint competitors is brand

recognition. Consumers form the majority

of opinions based on brand recognition

and perceptions rather than previous trials

or recommendations. According to a Life

Story research report, Behr is the leader in

consumer brand recognition. While 61% of

those studied were able to recall Behr top-

of-mind, they only ranked third in satisfaction

(after Sherwin-Williams and Benjamin Moore).

Sherwin-Williams ranks second in both ratings.

Behr is able to achieve the highest level of

perception by obtaining a high brand presence

in the market through repeated advertising.

Consumers recognize the Behr logo and

associate with its brand and paint. This is

something that Glidden accomplished, yet not

to the same extent. 35% of those studied were

able to name Glidden when naming paint brands

off the cuff. Studio 320 plans to increase this

number through the implementation

of our campaign.

Source: Life Story Research 2012 Paint Satisfaction Study - JD Power 2012 Interior Paint Satisfaction Study

POSITIONINGGlidden is the third largest

paint manufacturer in the

United States. Glidden’s current

consumer perception is a solid

third (above average). Their rank

on satisfaction is problematic

(seventh, below average via

JD Power and Associates 2012

Customer Satisfaction Index).

Glidden is positioned as a

low-cost paint option.

Indust

ry O

verv

iew

5

Studio 320

DIFFERENTIATIONGlidden had once been the industry leader in the United

States. After losing significant market positioning in the 1980’s

and 1990’s, Glidden rebranded. Prior to Glidden’s sale to PPG

Industries in late 2012, parent company AkzoNobel focused

on a few key initiatives before the marketing campaign was

launched. They enhanced product quality through:

HIGH QUALITY

LOW QUALITY

HIG

H P

RIC

E

LO

W P

RIC

E Benjamin Moore is a well rounded paint brand, offering

a wide variety of quality interior paint products.

• Reducing the amount of coats needed

• Improving leveling quality for a more even look

• Lowering the VOC’s in the paint making it more environmentally friendly

Another effort was simplifying the color options. Glidden

reduced the color choices to 300 hues, but also improved

on clustering the colors, naming a Top 10 in different themes

to help DIY-ers better achieve a specific emotion, feel, or

look. They also included revolutionary paint testers in all of

Glidden’s colors. The paint tester tube has a built-in brush

for easy application and testing of the product.

Finally, Glidden redesigned the paint can by providing more

information on the label to help guide the consumer in

purchasing. But perhaps the largest source of differentiation

is the fact that Glidden is the only paint sold at Walmart,

putting Glidden’s Brilliance Collection in 3,500 stores.

Sherwin Williams is the number 1 paint brand, using

the best resins and additives for optimum quality.

Behr is the leading brand for efficient painting since

most of its products combine primer and enamel.

Glidden is the best economy paint brand since

it is easy to buy and meets almost all basic user

requirements for paint. Glidden works best for small

home projects that do not require high-quality paint.

Source: ConsumerGoods.EDGL.com/Case-Studies/Glidden-Makes-A-Comeback50642

6

Studio 320

Targ

et M

arke

ts

RENTING DIY-ER SHOPPERS• Female• Generation Y• Low income• Renter• Enjoy Do-It-Yourself projects

DIY-ERS SHOPPING WALMART HOME(BUT NOT PAINT)

• Baby boomer• Homeowner• Caucasian• Perfectionist• Experienced and confident• Does not enjoy painting

CURRENT WALMART PAINT SHOPPERS• Female• Young families• Minorities• Rural• Renter• Enjoy painting• Lack experience and confidence

Po

or

vie

w

of

Walm

art

Po

or

vie

w

of

Walm

art

Po

siti

ve v

iew

o

f W

alm

art

Source: 3037837 - Courtesy of Veer.com

SW

OT

T A

naly

sis

7

Studio 320

STRENGTHS• Mobile applications• Partnership with Better Homes & Gardens• Monopoly at Walmart• Loyal Walmart customers are more willing to try • Affordable• Convenient location at Walmart• Interactive website• Active Twitter• Engaging Facebook• Interactive quizzes• Picture inspiration• Color match program

WEAKNESSES• Non-creative website scheme• Does not utilize or integrate more red to help incorporate logo into website• Does not advertise strong points

OPPORTUNITIES• Pinterest• Youtube• Instagram• Using more magazine advertisements• Increase awareness• Overcome thinness of paint by offering coupon/bundle for a purchase of a better brush• Blog of DIY projects using their paint (mycolortopia.com can use current blog)• Have a page on website for Glidden history• Open Glidden Paint Store

THREATS• Utilization of outdoor advertising such as billboards and side of buildings by competitors• Utilization of TV commercials by competitors• Environmental concerns• Barriers to entry• Competitors have their own stores

TRENDS• Interactive marketing• Paint industry has become more proactive in advertising

GLIDDEN BRAND SWOTT

Source: 2656551 - Courtesy of Veer.com

STRENGTHS• Low odor• Parent company strength• The world’s biggest paint manufacturer is also its most balanced• Mildew & mold resistant• Low-VOC or VOC free• Easy stain removal• 2 in 1 Primer• Does not fade• Fast dry time• Easy to use• Scrub-ability and endurance• Water resistant

WEAKNESSES• Thinness of paint

• More coats needed

• Limited color selection compared to other paint collections

• Low top of mind recall when compared to competitors

OPPORTUNITIES• Redesigning of paint can• Redesigning consistency of paint to overcome thinness• Develop a Green Wise certified product• Easy spout pouring can• More durable label on paint can

• Paint chip on top of can

THREATS• Perceived lower quality than some competitors• Contractors never use Glidden Brilliance• Competitors are copying Glidden

GLIDDEN BRILLIANCE SWOT

8

Studio 320

SW

OT

Analysis

9

Studio 320

RESEARCH METHODSStudio 320 used cross-tabulation in Eller Qualtrics and secondary data analysis to determine the validity of findings.

RESEARCH FINDINGS• Magazines were found to be the largest source of inspiration• The purchasing decisions of the Baby Boomer demographic are not based on their use of social media• Focus our traditional advertising on the Baby Boomer demographic• Baby Boomer demographic is more reliant on themselves and their spouse to make purchasing decisions• Over 50% of all age groups shop for electronics or entertainment at Walmart, indicating to us that having floor decals or paint reminders at these locations would be a good opportunity to remind shoppers of paint options

Rese

arc

h &

Fin

din

gs

We received over

500 responses to our survey

Los Angeles

San Fransisco

Chicago

New York City

Seattle

New Orleans

Miami

Washington D.C.

Denver

Boston

Indianapolis

St. Louis

Minneapolis

Louisville

NashvilleCharlotte

Pittsburgh

Cleveland

Columbus

San Diego

Houston

Dallas

Salt Lake City

Philadelphia

Detroit

Tampa

Atlanta

Portland

All Media Transit Elevator Outdoor 3D Street

Art

Stairs

10

Studio 320

Me

dia

Stra

tegy

MEDIA STRATEGYResearch showed the most effective method in reaching our campaign’s specific target markets in Walmart targeted regions is through a concentration of non-traditional media. All forms of media are being integrated throughout the entire campaign. Through careful analysis of Walmart locations, the number of impressions amongst the target markets, price, and availability of non-traditional media, we were able to choose the best cities and correlating media forms to ensure ultimate success for Glidden’s campaign.

ALL MEDIA TRANSIT ELEVATOR OUTDOOR 3D STREETART

STAIRS

Glid

den P

ain

t To

ur

11

Studio 320

GLIDDEN PAINT TOURFour food trucks will be designed with the Glidden and Walmart logos and tour the country. They will host events that allow consumers to creatively paint the blank side of the trucks using colors from the Glidden Brilliance Collection. Incorporating social media will allow us to broadcast the tour to potential Glidden users. In addition to Walmart stores, the Glidden Paint Tour will take place at local street fairs and recognizable locations around the nation. The incorporation of local events will create stronger connections between Glidden and tour participants.

GLIDDEN PAINT TOUR CONTESTThe summer-long paint truck tour will be accompanied by an online social media contest. Applicants in the contest must follow @GliddenPaintTour on Instagram, like Glidden’s Facebook page, or also follow @GliddenPaintTour on Twitter to find the current locations of the Glidden paint trucks.

When the Glidden Paint Tour reaches an applicant’s area, the applicant will “Serve Up Some Color” by painting his or her masterpiece on the side of the Glidden paint truck. The applicants will then upload their creations to Instagram or Twitter with a shout out to the @GliddenPaintTour and will also be advised to use the hashtag #ServeUpSomeColor for their chance to win a full bedroom make over!

Glidden Paint Tour @GliddenPaintTour May 8

Hey Glidden followers! Come out to Boulder’s annual street fair today in Boulder, CO. The paint truck will be set up from 11 - 3, anxiously awaiting your creativity. #ServeUpSomeColorExpand

Glidden Paint Tour @GliddenPaintTour May 4

Let your Glidden creation come to life this summer, by letting the people at Glidden and Walmart transform your room to look the way you have always dreamed! #ServeUpSomeColorExpand

PAINTING SIDE

Glid

de

n P

ain

t Tour

12

Studio 320

WEST:Tucson, Phoenix, Albuquerque, Colorado Springs, Denver, Boulder, Salt Lake City, Las Vegas, San Diego, Los Angeles, San Jose, San Francisco, Sacramento, Reno, Eugene,

Portland, Boise, Seattle

SOUTH:Houston, San Antonio, Dallas, Oklahoma, Little Rock, Memphis, Nashville, Knoxville, Charlotte, Raleigh, Charleston, Atlanta, Birmingham, Jackson, New Orleans, Tallahassee, Tampa, Miami

MID WEST:Billings, Bismarck, Minneapolis, Sioux Falls, Omaha, Des Moines, Kansas City, St. Louis, Chicago, Milwaukee, Indianapolis, Detroit, Columbus, Cleveland

NORTH:Louisville, Lexington, Richmond,

Washington D.C., Philadelphia,

Pittsburgh, Buffalo, Rochester,

Albany, New York, Boston

Tucson

Phoenix Albuquerque

Colorado Springs

DenverBoulder

Salt Lake City

Las Vegas

San Diego

Los Angeles

San Jose

San FransiscoSacramento

Reno

Eugene

Portland

Seattle

BoiseBillings

Bismarck

Minneapolis

Sioux Falls

Omaha

Des Moines

Kansas CitySt. Louis

Chicago

Milwaukee

Indianapolis

Detroit

Columbus

Cleveland

Houston

San Antonio

Dallas

Little RockMemphis

Nashville Knoxville Charlotte

Raleigh

Charleston

Atlanta

Birmingham

Jackson

New Orleans

Tallahassee

Tampa

Miami

Louisville

LexingtonRichmond

Washington D.C.

PhiladelphiaPittsburgh

Rochester

Albany

New York City

Boston

Oklahoma City

Tour starting location

Tour ending location

Tour stops

West Tour

Midwest Tour

South Tour

North Tour

GLIDDEN PAINT TOUR ROUTES

Tradit

ional A

dve

rtis

ing

Looking to save time and money? Shop Walmart for Glidden® products to help make your

project fun and simple and the end result long-lasting. You’ll find plenty of convenient

options, including all 306 colors of Glidden® Brilliance Collection® 2N1™ Paint + Primer.

PRINT ADVERTISEMENTSA large focus of Studio 320’s media

development came from the idea that

advertisements had to reach a wide range

of audiences. During the brainstorming

process Studio 320 took into account the

relatable memory of hearing the jingle of an

ice cream truck followed by the satisfaction

of that first refreshing taste on a hot

summer day. By use of relatable imagery

that everyone can relate to and direct tag

lines, the print advertisements will reach

each of our target markets whether it is by

reminiscing of summers long ago or that

craving everyone tries to satisfy.

13

Studio 320

By placing advertisements in Better Homes and Gardens and Martha Stewart Living, we plan to reach the DIY target segments of all ages. These advertisements are crucial to reaching target markets that are unlikely to see other segments of the campaign.

Source: 2656551 & CBP0019831 - Courtesy of Veer.com

Traditio

nal A

dve

rtising

COMMERCIALDon’t Let Your Summer Melt Away Serve Up Some Color with Glidden

The setup for this commercial is a young couple in their living room, both of whom cannot find an adequate color to paint their walls. Together, they have masked off the area, moved the furniture, and laid out the tarps. Even with all the preparation, the two are still having trouble finding the right color.

Upon consuming a scoop of delicious mint chocolate chip ice cream, the young woman finds herself in deep thought as to what the color of the walls should be. Her partner, lost in the dozens of color swatches laid out on the floor around him, is overwhelmed with the decision making process. Enough time has passed that the once cold and firm ice cream has begun to melt away and drips from the safety of the cone that the young woman is holding. As the drop makes its way to the ground, it lands on top of a color swatch that is the perfect shade of green. The couple looks down and realizes they have found the ideal color.

14

Studio 320

1

In order to encompass all aspects of our target markets, we selected a television plan that includes 18 channels. These channels include: HGTV, Fox News Channel, Food Network, AMC, CNN, TNT, Travel, USA, Discovery, Oxygen, FX, MSNBC, Bravo, History, Golf, BBCA, CNBC, and LMN. These networks, in partnership with Hulu, allow us to effectively and efficiently reach out and interact with our diverse target markets.

2

3 4

5 6

Non-T

radit

ional A

dve

rtis

ing

SOCIAL MEDIA The images represented on Glidden’s social media sites will directly relate to the Serve Up Some Color campaign. The single scoops of ice cream on the scooper represent serving up color. The different colored ice cream scoops complement and resemble the colors on the paint swatches. This ties in the idea that the colors of ice cream can inspire one to start a project, such as painting a room. In addition to having a Glidden social media presence on Facebook, Twitter, and Pinterest, we plan to pay for Facebook Newsfeed ads and Promoted Tweets. This will strengthen our connection with the younger target market.

15

Studio 320

Social media users will be able to stay up to date with the Paint

Tour and the entire campaign by using the hashtag:

#ServeUpSomeColor

Source: 2656551 - Courtesy of Veer.com

FLOOR DECALS Floor decals will be vinyl stickers made to look as if someone has dropped a popsicle or ice cream cone in the store and it was left to melt away. These images will be accompanied by the Glidden logo and a corresponding paint number to Glidden’s Brilliance Collection. The melted portion of the popsicle will slightly cover the Glidden logo to give the decal a more realistic appeal.

We will place three floor decals (entrance, electronics, paint) in each of the 3,500 Walmart stores that carry paint in order to reach the current Walmart shopper segment.

BUS SKINSThe transit ads are placed on one full side of buses in metropolitan areas with large public transit systems. These ads will feature multiple popsicles and a paint brush lined up on the driver’s side of the bus. The popsicles will appear to be melting from the summer heat. Towards the rear of the bus the tag line will read: “Don’t let your summer melt away, Serve Up Some Color with Glidden.” The colors will be eye catching for all viewers.

16

Studio 320

No

n-Tra

ditio

nal A

dve

rtising

3D BILLBOARDThe use of 3D billboards allow us to reach the Glidden target markets during their commutes and everyday lives. By using this non-traditional and multidimensional medium, Glidden will be able to stand above cluttered traditional billboards.The combination of unique design and compelling placement will increase our campaign’s reach and strengthen impressions. Our billboards will be placed in prominent locations of high traffic cities with large concentrations of Walmart stores.

Source: 2656551 & CBP0019831 - Courtesy of Veer.com

Non-T

radit

ional A

dve

rtis

ing

17

Studio 320

STAIR ADVERTISINGUsing staircases is a modern approach to non-traditional advertising which enables an innovative, large format on an almost unused and widely available advertising location. This type of advertising is desirable and effective due to the scale of the ad and its potential for high traffic. In order to capture the attention of our target markets in their everyday life, we plan to incorporate stair advertisements into our campaign. These impactful and cost effective promotional tools will be placed in mass-transit centers, malls, and other city landmarks around the nation. As one of our largest impression-raising and lowest costing forms of media, stair advertisements are a cornerstone of our campaign.

ELEVATOR ADVERTISINGElevator advertisements provide a unique opportunity to promote an in-depth creative message. In a two-phase display, the elevator has the ability to transport our target market to the ice cream parlors of their youth.

Similar to the locations of our stair design, our elevator advertising will be placed in malls, mass-transit, and city landmarks nationwide. These interactions will create memorable impressions with members of our target markets, greatly aiding in an increase of Glidden’s brand awareness.

3D STREET ART Commissioning a street artist to create 15 3D Street Chalk Drawings around the country will allow us to generate buzz for the campaign and create content for use in future advertisements. Historically, the interactive nature of this medium generates curiosity, photography, and word-of-mouth. We plan for this aspect of the campaign to promote a large social media presence.

Budge

t

TV

Stair

Elevator

Outdoor

Transit

Trucks

3D Art

Magazine Ads

Floor Decals

Hulu

Social Media

$300,000

$197,600

$750,000

$2,255,000

$550,000

$800,000

$150,000

$1,276,550

$2,520,000

$500,000

$500,000

153,150,000

939,900,000

10,000,000

252,435,000

128,559,000

680,000

15,000

21,350,000

1,250,000,000

11,110,000

1,923,077

Subtotal (Media)

Contingency

Production

Research

$9,799,150

$50,000

$100,000

$50,000

TOTAL

Total Left Over

Traditional

Alternative

$9,999,150

$850

$1,774,150

$8,225,000

2,769,122,077

174,500,000

2,594,622,077

MEDIUM PRICE IMPRESSIONS

18

Studio 320

TOTAL COSTS

TOTAL IMPRESSIONS

Finally, the Serve Up Some Color Campaign will increase awareness and the percentage in conversion from awareness to

purchase (currently 13.2% of DIY-ers that are aware of Walmart’s paint end up purchasing). Nostalgia of candy shops and

ice cream parlor’s within the campaign will drive purchasing decisions in all DIY age groups. This will ultimately lead to:

Social Media allows unprecedented dialogue between consumers and companies. This dialogue has the ability to create

live conversation, and is why our marketing campaign looks to get more involved in this dialogue. With this in mind our

campaign looks to accomplish:

An advertising campaign is nothing without marked improvement in measurable objectives ultimately leading to sales.

Our Serve Up Some Color campaign is largely reliant on social media to create an experience. Modern consumers are

demanding experiences out of their products and that is what our paint truck tour and 3D art plan to give. It is for this

reason that our campaign plans to achieve:

32,00016,000 3,900 4,500

Measu

res

of

Succ

ess

19

Studio 320

NEW PACKAGING DESIGNA new packaging design that includes Serve Up Some Color would allow for a fully integrated communications campaign. Additionally, our research showed us that consumers often felt a lack of direction during a DIY project. To aid in this area, we recommend that a to-do list be added to the packaging. These design changes will aid consumers in bridging from campaign recognition to the final purchasing action and assist in proper product use.

COUPON OFFERSTowards the conclusion of the Serve Up Some Color campaign, the addition of coupon offers will help to increase sales of the Glidden Brilliance Collection during a period of transition. This will also give members of our target markets another great reason to paint with Glidden.

BUS SHELTER ADSThe expansion of media placement to other forms of transit advertising would create a much larger brand presence in both large and small cities. In large cities, advertisements could be placed on subways, stations, kiosks, and bus shelters. Smaller cities would be able to utilize bus shelters in addition to the bus advertisements already in existence. These media would create more frequency in impressions as well as increase the campaign’s reach.

ACTIVELY USING PINTERESTStudio 320’s research showed that Pinterest

had the highest effectiveness in influencing

purchasing decisions for DIY paint products.

A larger presence on this social media platform

will not only aid in increasing sales, but will

strengthen brand loyalty with consumers as

well.

MINI PAINT CAN OFFERStudio 320 believes that two offerings of miniature paint cans will aid in the effectiveness of Glidden’s campaign. Small paint cans with paint samples could be given to participants of the Glidden Paint Tour to aid in campaign retention. Paint can keychains can also be produced at minimal costs and given to Walmart customers at checkout to strengthen both brand and campaign awareness.

PROMOTE SUMMER PALETTESThrough additional promotion of summer palette colors, Glidden can further increase summer DIY projects. Creation of additional promotional materials featuring numerous summer-themed colors would allow for increased inspiration within our target markets.

Furth

er S

uggestio

ns

20

Studio 320