1. T H E G L I D D E N b r illi a n c e CA M P A I G N S O L U T I O N
from Montana State University - Bozeman
i n n ovat i v e i d e as & s t r at eg i e s
PAINT FEARLESSLY

2. Just like the super volcano we live on, known
as Yellowstone National Park, we at Caldera
Collective are bubbling with explosive ideas.
We consider ourselves a hot-spot of creative
energy with powerful potential.
E X E C U T I V E S U M M A R Y . . . . . . . . . . . . . 2
researc h.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
researc h summary . . . . . . . . . . . . . . 7
creative b rief . . . . . . . . . . . . . . . . . . . 1 0
creative.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2
me d ia plan . . . . . . . . . . . . . . . . . . . . . . . . . . 1 8
sc h e d ules & b u d g ets . . . . . . . . . 1 9
evaluati o n.. . . . . . . . . . . . . . . . . . . . . . . . 2 0
contents2 introduction
THE CHALLENGE
Getting DIYers to walk into Walmart is no
problem. The real issue? Getting them to take
notice and take the paint section seriously.
What’s surprising is that Walmart’s foot traf-
fic — 200 million customers weekly — is not
driving Glidden Brilliance paint sales. Caldera
Collective found that the DIYers in Walmart
are often afraid to paint, so they turn to trust-
ed home improvement stores with omnipres-
ent employees. With this in mind, the goal of
this campaign is to inspire these DIYers to be
bold, free, and F E AR L E S S .
FOCUS
Millennial DIYers are searching for self-ex-
pression and independence. They are expe-
riencing positive milestones, such as renting
for the first time or having a baby. Their
wildest creative visions need support and a
little guidance in the right direction. Other
paint companies’ campaigns promise inspi-
ration without support. At Caldera, we seek
to cut through the clutter to better relate
to the reality of life’s messiness a nd
impe r fe c tions .
RESEARCH
Caldera hosted focus groups, observed the
shoppers at the Walmart paint center, and
interviewed employees to discover how
to best convert DIYers into buyers. We’ve
done all the hard work and provided the key
insights and numbers from our research.
People weren’t afraid to tell us: they had
misgivings about paint at Walmart. We
discovered the roots of those doubts and
discovered what makes our
target market tick.
CREATIVE
The fear of failure stifles DIYers from finish-
ing, starting, or even considering a painting
project. How can our target market be fear-
less with this debilitation? For the 2014 cam-
paign, Caldera is going to normalize failure —
because nobody can be perfect. By making
failure a laugh-out-loud experience, we will
empower DIYers to act boldly and paint fear-
lessly. These reversed connotations will be a
refreshing change from other paint brands’
messages and make the Glidden Brilliance
Collection memo r a b le .
EXECUTION
How do we engage millennial DIYers? By pro-
viding useful and refreshing content where they
frequent most. This means social networking
sites, music festivals and even their own smart-
phones. Caldera also plans to convert existing
Walmart customers with innovative in-store
displays and advertisements. A combination of
traditional and non-traditional media, mar-
keting and in-store innovations will build
awareness, trust, and excitement to paint
fearlessly and stick with the Glidden brand
fo r y e a r s to c ome .
let’s begin being fearless.
executive summary

3. RESEARCHRESEARCH
Caldera’s objective is to capture 5% of the market segment de-
fined as follows: DIYers who are Walmart customers but do not
consider Walmart to be a viable paint retailer. Caldera will per-
suade these customers to buy one gallon of Glidden paint, which
will recover the cost of the campaign and gain over $28,000,000
additional dollars in sales.
BUSINESS CASE
A S S U M P T I O N S
There are 200,000,000 Walmart
customers per week.
61% of all consumers are DIYers, making
approximately 122,000,000 of the weekly
Walmart customers DIYers.
swotanalysis:gliddenbrilliance
swotanalysis:WALMART
STRENGTHS
weaknesses
• Focuses on demographics that
are imaginative, ambitious, and
responsive to professional help
• High ratings for performance
attributes against similar
competitors yet retails for only
half the price
• Offers products for interior and
exterior use in over 300 colors as
well as an innovative ceiling paint
• Lost 40% of its market share
from 2003 to 2008, partially
due to competitors investing
in advertising at ten times
Glidden’s level
• Walmart has only 9% of market
share for interior and exterior
paints
• Many brands have recently
introduced new advertising
campaigns and products (such
as 2-in-1 paint and primer) in
order to remain competitive
• Benjamin Moore and other
competitors have far superior
digital media campaigns
• Consumers interested in do-it-
yourself projects represent an
estimated 45% of all paint sales
• A large portion of consumers
within the millennial DIY
demographic have yet to
establish paint brand loyalty
leaving them open to explore
Glidden Brilliance
opportunities
threats
S W OT ANAl y s e s Glidden Brilliance
& Walmart
STRENGTHS
weaknesses
• Walmart customers represent
a huge market: 200 million
shoppers a week coming
through 3,500 US stores.
• Consumers with a DIY mentality
of consumers appreciate
Walmart’s convenience and
affordability
• Of Walmart customers
interested in DIY, 23% consider
purchasing paint at Walmart;
only 5% make the purchase
• Misconceptions about quality
and service are significant
barriers to the purchase of paint
at Walmart
• Walmart represents just over 5%
of DIY paint sales and this share
has been steadily declining
• Only 66% of DIY consumers are
currently aware that Walmart
sells paint
• DIY shoppers prefer to shop at
Lowes, Home Depot, or other
specialty stores for paint due
to the perception of superior
knowledge and professionalism
• 93,940,000 of weekly Walmart
shoppers consider themselves
DIY shoppers, but do not consider
buying paint at Walmart
• Loyal customers of Walmart
purchase everything from home
decor to groceries in a “one-stop
shop” experience making them
more likely to consider buying
paint at Walmart
opportunities
threats
3
77% of DIYers do not currently consider buying
paint from Walmart. This creates 93,940,000
customers in Walmart each week that are
DIYers who do not currently consider buying
paint in Walmart.
SOURCES: GLIDDEN CASE STUDY & mintel.com/press-cen-
tre/press-releases/683/consumers-have-the-motiva-
tionbut-lack-the-money-for-home-improvement

4. target market4
C O N C L U S I O N STRAITS
P R I M A R Y
sec o n d ary
“I have a lot of questions and
need a lot of help, and Walmart
doesn’t have the answers.”
“I get an urge to do
something thrifty, like paint
furniture or just one wall.
You know, a DIY project.”
“When you’re renting
painting creates a sense of
ownership.”
– why she doesn’t buy
paint at Walmart
Millennials expect a much greater array of
products and service
Millennials demand as much personalization
and customization as possible
Value freedom of expression and a wide range
of choice
More comfortable with professional guidance to make
the best decision
Want the motivation & security to make a bold move
More comfortable with small projects with less
financial investment
Willing to shop at Wal-Mart for the ease and price
The idea of Do-It-Yourself projects are popular
because of their lower price
Use their personal space as an extension of their
identity and personality
Painting signifies a new beginning and fresh start
Want to be self-sufficient and able to complete a
project independently form start to finish
The median income of female millennials is
$9,000 less than their male counterpart at
$37,133 a year. 30% of their total income is
spent on rent
13.1% of 18-29 year olds are unemployed
61% of millennials say their generation has a
unique and distinct identity
Millennials strive to project a unique,
individual image
Sees the beauty in
the little things
Likes a good
bargain
Striking out on
their own for the
first time
DIRECT FROM FOCUS GROUPS
the Young Freedom Seeker
particular
THRIFtY
independent
1 Female Millennials / Age: 20-26 / Single renters / Either in college or starting their first job
about the target market
Glidden’s preferred target market is the DIY Walmart shopper. In the following pages, Caldera has outlined three segments with key insights to better understand
this comprehensive market.

5. target market
“Ideally I would choose the
color, then the furnishings,
but on my frugal budget I
think how can I make this
all look nice together.”
“[A brand that is] more
environmentally friendly and
doing green practices.”
- Reasons why she would
switch paint brands
“It took awhile to get someone
at the counter, so we left and
went to Lowe’s.”
Hit hardest by the economic downturn
Driven by technological advances and the
recent economic downturn
Millennials have become optimum bargain
shoppers looking for deals on every
purchase
Busy and money-conscious, these families can
appreciate the price and convenience of Wal-Mart
Open to creative, Do-It-Yourself solutions
See opportunity in simple renovations and
fixer-uppers
Conscious of their influence on the future
generations
Value companies that are making changes to be
more sustainable and less harmful
Want the entire painting process to be quicker and
less time consuming
Need projects to be manageable and with
reasonable time frames
Millennials are ready to reward a
company depending on its commitment to
environmental causes
Millennials believe their community extends
past their own backyard
Busiest generation as children and continue
to be in their adult roles as parents
“For the Millennial set, a full Outlook
calendar seems to have replaced the sports
car as the new status symbol. Being busy
means you’re important, needed, and
valued” (Casserly).
Every penny
counts
Environmentally
conscious
Constantly
juggling activities
the time-deprived bargain hunter
frugal
eco-
friendly
busy
2 Female Millennials / Age: 20-35 / Family Oriented / Renters or First Home Owners / Limited Income
C O N C L U S I O N STRAITS
P R I M A R Y
sec o n d ary
DIRECT FROM FOCUS GROUPS
5

6. 6 target market
Fault-finding
& critical
Have preferred
brands
– on his choice of
sherwin williams
“It’s easy to only see the
flaws when you are the
one who painted it.”
“I told my painters to get the
best paint possible.”
Experienced painters who are confident
in their skills
Will pay for a higher quality of goods and
convenience over doing it themselves
If the time has been invested, they want to see
satisfactory results
Willing to invest more in order to achieve the
highest quality
Past experiences have formed opinions towards the
painting process
Lifestyle not changing as often as Millennials
Want a solution that will last
Already brand loyal
Has a defined lifestyle with more disposable
income to spend on higher quality materials
the experienced delegator
established
3
perfectionist
Male & Females / Age: 45-63 / Prefer High Quality / Home Owners / Expendable Income
C O N C L U S I O N STRAITS
P R I M A R Y
sec o n d aryDIRECT FROM FOCUS GROUPS
H i e r a r c h y of Ta r g e t M a r k e t s
P R I M A R Y M A R K E T S S E C O N D A R Y M A R K E T
the Young Freedom Seeker
& the time-deprived bargain hunter
the Experienced delegator
Caldera has decided to put the pri-
mary focus of our campaign on the
millennial market in order to establish
brand loyalty for Glidden Brilliance.
Both young families and single rent-
ers share common characteristics
that group them as a similar target
market. The majority of this group
has not yet completed a major paint-
ing project, leaving an opportunity
for Glidden to capture this market.
Based on our research in focus groups
and observations, we have deter-
mined that when people have their
first positive experience with a paint
brand they tend to remain loyal to
that brand. In our focus groups, when
asked what favorite paint brands
came to mind, the Baby Boomers pre-
dominantly had already established a
preferred brand. However, this group
is highly diverse and shares common
values and opinions towards paint-
ing. Considering their predetermined
brand loyalty and a lack of similarities
with other target markets, we felt
the budget dictated segmenting this
group as a secondary target market.

7. 7research summary
From all the research methods employed by Caldera, focus groups proved to
yield the most information. Groups composed of eight to twelve members of
our target market participated in a series of free form associations and ques-
tions. To achieve deeper insight into our target market’s thoughts, Caldera did
a word count of what was most frequently said throughout each group. These
words led us to key conclusions regarding the needs of our target market.
what we heard
research methods
4 157210
employee
interviews
IN THE walmart
paint section
hours at walmart
40 in paint section
32 in frequently
trafficked areas
focus
groups
hours viewing
competitors
REPRESENTING ALL
TARGET MARKETS
to gain further insight
into overall market
t h e N E G AT I V E S I D E
t h e P O S I T I V E S I D E

8. 8 RESEARCH summary
E M P LOY E E I N T E R V I E W insi g h ts
TOTALFEMALEMILLENNIALS:259
working conditions
–– Training was better before CBL Program (Computer
Based Learning)
–– Commonly understaffed
typical customers
–– Commonly are female renters and starting families
–– Choose Walmart for low prices
–– Low price is more important than brand name
–– Use Walmart as a one-stop shop
Caldera interviewed the paint section’s employees to
discover how the paint section works as well as its
most common customers.
T H E M E S
I N -STO R E M I L L E N N I A L T RA F F I C B R E A KDOW N PA I N T S EC T I O N OB S E R VAT I O N
H I GH L I GH T S
i d entifyin g F E A R S
The primary markets have an inner desire to be indi-
vidual, but often fear taking the first step in a daring
direction. On their frugal budget, creating something
for themselves is a more viable option than buying.
However, when individual projects don’t turn out as
expected, the results can be extremely discouraging.
Therefore, the fear of additional expenses caused by
changing a project due to an error or dissatisfaction
can prevent them from being bold.
A L L E V I AT I N G F E A R S
At Caldera, we want to focus on designing a creative
movement to empower the consumer to express
themselves freely and establish their identity without
fear of rejection. Our research has revealed the im-
portance of independence and self-expression to our
target market. With the assistance and support of the
Glidden Brilliance product, Caldera will make paint-
ing a liberating choice that will reflect the customer’s
evolving life and personality.
Caldera observed female millennials in Walmart Bozeman over a four day period, discovering the depart-
ments they most frequented. We found the most female millennials in the grocery and cosmetics sections.
These insights led to effective in-store advertisement placement decisions. Caldera observed the paint section in Walmart
Bozeman over a four day period to discover how
customers experienced it.
of customers visiting the
paint section were 20-40
years old
of customers were not
assisted by a representative
of customers brought no
inspirational materials
of customers who visit the
paint section leave with
paint or supplies
48%
93%
78%
42%

9. research summary
STRATEGICIMPLICATIONGOALINSIGHTTAKEAWAY
STRATEGICIMPLICATIONGOALINSIGHTTAKEAWAY
While painting is something
our target market enjoys, they
get intimidated by the mess of
the painting process and the
probability of making a mistake
INSPIRE CONFIDENCE INNOVATE & SIMPLIFY
DIYers pride themselves
in transforming their
personal space into a unique
expression of themselves
Paint brand loyalty has yet to
be developed in the millennial
target markets
Paint brand loyalty is largely
dependent on a consumer’s
first successful painting
experience and can result in a
life-long commitment
to a brand
Our target market
prefers to learn by doing,
but conversely lacks
confidence in their ability
Our target market is
intimidated by painting and
therefore values professional
support and a quality product
to empower their creativity
Our target market doubts
Walmart’s professionalism and
by extension Glidden’s ability
to deliver a quality painting
experience
The process of choosing, buying,
and preparing intimidates our
target market from undertaking
a painting project. Without the
assistance available at WalMart,
customers become discouraged
and less likely to invest in the
Glidden Brilliance collection.
generate a positi v e
spin on the negati v e
connotations behind
creati v e insecurities
S upport and sponsor
e v ents that encourage
freedom of e x pression
represent
G lidden B rilliance as
a refreshing voice
amongst competitors
enable our mar k et to
embrace “ failures ” as
opportunities for
innovation
P rov ide assistance
that can empower the
customer to complete
proj ects
C reate a community
networ k of inspiration
and technical support
raise awareness of
the value of G lidden
B rilliance at walmart
transfer sales from
cheaper products
and toward a more
q uality in v estment
develop step by step pro-
cesses for all Glidden
Brilliance components to
guide customers
Assure consumers of
glidden brilliance ’ s
reliability
create a positi v e paint-
ing e x perience for the
consumer
B uild the consumers
trust to ensure future
brand loyalty
present glidden
brilliance more
professionally
within walmart
integrate glidden
adv ertisements
throughout walmart
reinforce perception
ofglidden brilliance
q uality through
promotional material
increase interest and
awareness of
G lidden B rilliance
9research summary

10. WHY A NEW TAGLINE?
In order to adequately represent the modern, bold, and clever per-
sonality of Glidden, Caldera believes that a new tagline is necessary
to better convey our ultimate concept and more effectively speak
to our target markets. ‘Paint Fearlessly’ empowers the consumer
to take action and embrace creativity with no inhibitions and has
the flexibility to adapt to one’s colorful lifestyle. We believe ‘Paint
Fearlessly’ represents similar values to ‘Glidden Gets You Going’
concerning the empowering aspect of having a supportive and
quality product enabling any painting project. ‘Paint Fearlessly,’
however, is a unique call to action that further differentiates and
positions the Glidden brand among its competitors.
CREATIVE10
M A I N GO A L S
By innovating the painting
process, Glidden will remove the
fear associated with painting
and enable consumers to think
beyond previous limitations.
We will creatively empower
our consumers by providing
the inspiration necessary
to start any project. Once
started, consumers have the
understanding that Glidden will
deliver the quality to support all
their wildest visions.
Research has revealed the
importance of independence
and self-expression to our
target market. We want
painting to be a liberating
choice reflecting their
evolving personality and
changing lives rather than
being a constricting chore.
With a quality product to
work with millennials will be
able to fully embrace their
decorative dreams.
Through research, we have
also learned that paint
brand preference is largely
dependent on the brand
used in a consumer’s first
successful painting project.
By providing consumers with
a positive paint experience,
Glidden will begin acquiring
a stronger sense of brand
loyalty and develop long-
term relationships with its
customers.
P R OB L E M S T O S O L U T I O N S
INTIMIDATING
TO LIBERATING
CONSTRICTING
TO LIMITLESS
ONE-TIME USE TO
LIFETIME BOND
the B I G I D E A
Glidden empowers YOU TO
paint fearlessly.
SIMPLIFY PROCESS
INNOVATE PRODUCT
SPREAD AWARENESS
GAIN LOYALTY

11. the 2 0 1 4 C A M PA I G N
FAIL BRILLIANTLY.
Our research revealed that one of the most com-
mon fears was failure. This applies directly to our
demographic because taking the first step in the
painting process discouraged some from even
starting a new project.
For our campaign, we seek to promote failure as
a positive, exciting opportunity for innovation. By
blatantly presenting failure as a humorous and light-
hearted experience, we are enabling our target
market to pursue their wildest visions and choose
Glidden to guide them through the process.
C O M M U N I C AT I O N
S T R AT E G Y
REVERSE
CONNOTATIONS
Enable failure to become an
empowering source of humor
rather than a discouraging side-
effect of projects
INSPIRE AUDIENCE
Replace any feelings of being
overwhelmed or anxious with a
new sense of creative freedom
GUIDE & COMFORT
Provide consumers with a sense
of comfort and companionship
through their painting process
C O M M U N I C AT I O N
R E S U LT S
progression
Glidden will challenge common
conceptions and creatively
embrace the flipside of
negativity
COMMUNITY
Sharing, encouraging, and helping
others through their creative
accomplishments and challenges
LIBERATION
Our audience will feel more able to
take on projects without the fear
of failure and inadequacy
WHAT DO WE MEAN?
LETTING FAILURE BE A BEAUTIFUL, REFRESHING,
AND LAUGH-AT-YOURSELF TYPE OF EXPERIENCE.
Caldera has developed a
campaign to commence in May
2014 which utilizes traditional
and digital media, promotions,
and in-store marketing. Caldera
will frontload the media buy
to create momentum for the
campaign. The focus will be on
social media since it resonates
with our target audience. Social
media also represents a more
cost effective and accountable
option than traditional media.
Intelligent use of promoted posts
and SEO/SEM will ensure that the
largest possible number of people
have the opportunity to interact
with Glidden. Our campaign will
also make use of innovative print
campaigns featured in traditional
media formats. Guerrilla
advertising tactics will be also be
implemented to creatively display
the ‘Paint Fearlessly’ campaign.
11creative
T O N E O F V O I C E :
WITTY & Fresh
Engage audience with clever combinations of
language, visuals, and humor
CONFIDENT & Approachable
Display both a confidence in the Glidden
products as well as a friendly disposition that
will encourage consumers to learn more about
Glidden Brilliance being sold within Wal-Mart
T H E M E D I A
MEDIA
STRATEGY

12. 12 traditional media
PRINT CAMPAIGN
S T O R Y BO A R D : R OO M M AT E S N E A K I N G J U I C E
There will be three magazine advertisements featured in Better Homes and Gardens during May, June, and
July of 2014 with one ad per month.
Guy sneaks into
kitchen as his
roommate is sleeping
in the living room
Pours out some juice
into a glass and then
realizes the container
is empty
Carefully paints
the outside of the
container to “refill”
the juice
Caldera will sponsor three 30 second
vignettes on HGTV: “Renting Tips,”
“Painting Tips,” and “Pin This” that relate
to our primary target market. In the fo-
cus group, HGTV was the number one
response when asked where respond-
ents find inspiration.
INTERSTITIAL
CAMPAIGN
In order to make the most of our budget
and obtain maximum exposure, Caldera
Collective has decided to create two
Glidden interstitials shown at the begin-
ning of popular DIY YouTube videos.
HGTV VIGNETTES
STRATEGIC PLACEMENT
• Run advertisements during
the 2014 summer season and
capitalize on the busiest time
of the painting year
• Summertime will also be
a busy season at Walmart
in which customers will
be collecting their various
summer supplies and could
be made aware of the
painting section
GOALS OF IMAGERY
• Base imagery around
summer holidays such as
the Fourth of July that were
referenced as being near the
peak of painting sales
• Cohesively tie into the ‘Fail
Brilliantly’ campaign by
showing humorous solutions
to problems using paint
• Depict a refreshing spin on
common mistakes that will
connect with our audience
TARGET MARKET
OPTIMIZATION
Better Homes and Gardens
magazine is the optimal choice
for Glidden’s print material
considering it targets the DIY
market and is referenced
commonly by our millenial
market. Relative to the other
mediums within this campaign,
our secondary market will be
more receptive to magazine
ads as they are a more
traditional form of advertising.
criteria for YouTube videos:
• Minimum of 1 million views
• General DIY video, not explicitly
for painting
• Presented by and for millennials
• Submitted during the last six months
The Glidden ads will be shown be-
fore four DIY YouTube videos, one ad
per two videos. The plan is to cycle
through different interstitials and new
DIY videos every six months coincid-
ing with the length of the campaign
and allows for the DIY videos to re-
main relevant.

13. HOW IT WORKS
The Fearless or ______ Campaign encourages users to post im-
ages from everyday life and spur discussion on social media. Using
Fearless as the standard, we will choose other words such as
Pointless, Tasteless or others that coordinate with holidays and
timely events for the blank space. Fearless or Fashionless cam-
paign will begin in late July to coordinate with Back to School.
G E N E R AT I N G C O N T E N T
We will seed a board and a
few posts with appropriate
content to give inspiration to
our audience for the current
content theme. For “Fearless or
Fashionless”, there will be photos
of questionable back to school
attire. Glidden staff will choose
the favorite photo and post it
for users to either vote ‘fearless’
or ‘fashionless’ on the Glidden
Facebook page.
Using Glidden’s Fearless or Fashionless content for the campaign,
we will prime the users into content generation by using the selected
hashtags. The post would show funny and relevant photos to get the
audience ready for “Is it #FearlessorFashionless”.
Using the generated content, we will make a Facebook post using the
“Fearless or _____”. Until Glidden’s Facebook audience gets larger,
we will promote this post on Walmart’s Facebook and in our YouTube
interstitials and DIY show vignettes.
13social media
SOCIAL MEDIA STRATEGY F E A R L E S S
E X E C U T I O N S
S E O/ S E M
sp o ns o rs h ips
SEO is used to optimize
ranking for YouTube videos,
websites, and apps
SEM is used for YouTube
channels, online commercial
spots, and websites
The budget for this
segment is $2 million. This
amount will be sufficient
to drive a significant
amount of traffic to our
social media.
With our sponsorships, we
must identify influencers that
control a large portion of the
female millennial audience.
Examples of possible
sponsorships:
AndreasChoice (77,514,991
views) and Bethany Mota
(196,399,766)
While researching influencers
we will identify popular
themes in their content such
as household accessories,
summertime activities, dream
homes, fashion, DIY, cooking
and related group boards to
better build our user base.
FEARLESS or
_______ Campaign
Above is an example of a user entry and how to participate in the
Fearless or Fashionless campaign.

14. 14
fail-safe home inspiration home
brilliance tip
fullscreen view
PAINT FEARLESSLY WEBSITE
FAIL-SAFE APP
• Monthly challenges categorized as Interior, Exterior, and Wildcard.
• The Paint Fearlessly website will work in unison with the Glidden
Fail-Safe App. Whenever a user uploads a completed challenge to
the website it will automatically be added to the Inspiration Gallery
within the app.
14 digital assets
Our three step app shows off consumer generated inspiration,
gives helpful insight into the painting process and promotes risk
free trials of the higher end paint formula.
The inspiration section promotes the creative painting achieve-
ments of the Glidden community. Research showed our target
market felt mislead by the unobtainable results of professional
paint jobs and were therefore dissatisfied with their results.
Brilliance Tips differ from standard tutorials in that they use humor
to highlight what NOT to do while painting, portraying common
painting failures and explaining how to avoid them.
Consumers choose three free paint samples in exchange for their
promise to upload a snapshot of their finished project to the
community. This promotes Glidden’s Brilliance series by putting
the paint in the consumer’s hands and also increases the inspira-
tion database.
Our Paint Fearlessly website offers the most advanced and crea-
tive Glidden DIYers monthly non-traditional painting challenges.
The goal is to increase Glidden Brilliance sales amongst frequent
painters.
FEATURES INCLUDE:

15. 15
IN-STORE EVALUATION
At Caldera, we believe that to increase Glidden Brilliance sales
within Walmart we need to focus our energy on making the
paint display more professional and serve as a destination that
consumers can trust. The redesigned paint section in Walmart
simplifies and clarifies the paint selection process while engag-
ing the consumer in a friendly and comfortable space.
Caldera recommends implementing this in-store redesign in 50
stores nationwide while maximizing funds and also assessing
the effectiveness. By targeting the highest traffic stores in the
nation, Glidden will have a larger test market to determine the
level of success while remaining within the budget. This leaves
the option open to expand to additional stores if the redesign
results in increase sales.
Increase ease
of navigation
• Brighter lighting
• Lower central shelving
• Reorganization of
product
Expanded
color area
• Various lighting options
• Streamlined color choices
• Color pairings and eye-
catching room inspiration
Simplified
shopping
• Aisles wide and clear of
obstructions
• Easy access for all
customers
• Numbered directorial
signage
Allows shoppers
to explore the
Glidden App:
• Search for color
inspiration
• Become a part
of the Glidden
community
• Encourages
downloads on their
own devices
Priorities of
In-Store Redesign 15in-store
smart, bold graphics
• Raise awareness of Glidden’s presence
within Walmart
• Attract customers to the paint section
• Differentiation from existing, densely
packed visuals
particular placement
• Target high-traffic areas
• Adjacent to products relevant to target
market such as make-up, groceries
and home decor
Priorities of In-Store promotion INTERACTIVE
TOUCHSCREEN

16. T H E F E S T I VA L S
Sasquatch (Quincy, WA) May 24–26
Bonnaroo (Manchester, TN) June 13–15
Electric Daisy Carnival (Las Vegas, NV) June 21–23
Lollapalooza (Chicago, IL) August 2–4
Outside Lands (San Francisco, CA) August 9-11
Rock the Bells (Holmdel, NJ) August 17–19
I N T E R A C T I V E S O U V E N I R S
COLOR EXPLOSIONS
Glidden Brilliance will distribute “color bombs” (a
mixture of paint pigment and flour) to members of
the audience who can throw their “color bombs”
into the air creating an explosion of color.
GLIDDEN SWATCH SUNGLASSES
We will hand out paint swatch shaped
sunglasses to concertgoers with the goal of
connecting the view of bright festival colors with
Glidden paint available at Walmart. The inside
top of the frame will read: “This Glidden color
available at Walmart.”
T H E B E N E F I T S
continuous Promotion
Our primary target markets are heavily im-
mersed in web culture. Once these concert
events have taken place, videos are uploaded
on the festivals’ websites and YouTube where
they will continue to circulate. The Glidden
banners, which will be strung across stage, will
be visible to the online viewers and can contin-
ue to promote Glidden Brilliance indefinitely.
S O C I A L M E D I A
Twitter “Where Will
We Be Next?” Game
For the weeks leading up to the next
festival, Glidden will post hints about which
location is next on its painting “tour”. By
keeping followers guessing, this encourages
repeat visits to Glidden’s Twitter page and
consumer interaction with Glidden Brilliance.
Mobile billboard
that will travel to
music festivals
with the Glidden
team
sponsorships & PR16
To creatively maximize our budget and extend our campaign’s longevity,
Caldera will sponsor six music festivals’ main stage performances pertain-
ing to the theme of being fearless through personal expression.
Public relations is a cost effective marketing tool. By creating
intriguing message hooks, we will ensure that we gain coverage in
relevant national media.
Sponsorships
public relations
E V E N T T Y P E
T Y P I C A L
P R E S S
C O V E R A G E
M E S S A G E
HOOK
FESTIVAL
GUERRILLA
MARKETING
CSR
Rolling Stone
New York Times
Huffington Post
Billboard Magazine
Toastmasters
International
Forbes
Wall Street Journal
Albany, New York:
Times Union
Newspaper
ABC News 10
CBS Channel 6
Color Brightens Up
U.S. Music Festivals
Glidden Helps
to Reduce U.S.
Unemployment
Senior Paints Her
Own Parking Spot
at Walmart

17. RESEARCH
T H E WO R K S HO P S
• Two half-day workshops held in 50
locations across the United States
at local hotels and conference
centers
• Fifty participants will be admitted
into each workshop, which will be
facilitated by professionally trained
instructors
• Attendees of the conference will
be provided a Glidden notepad,
mustaches, goatees, and other
comical facial accessories in order
to enable a relaxed environment
• Awareness for the “Speak
Fearlessly” workshops will be
created by distributing flyers to
local job service centers, Wal-Mart
bulletin boards, and social media.
• A thirty-second YouTube video
preview will be created that
is related to Glidden’s “Paint
Fearlessly” tagline
A driver, being frustrated by not being
able to find a parking spot, decides
that the best spot is the one that isn’t
actually there - the one by the front
door of Walmart. The driver parks
and paints three lines around her car
creating their own space. To complete
the time-saving maneuver, the driver
paints ‘Fail Conveniently’ next to her
newly created space.
ADAPT TO LOCATION
To fit our nation’s diverse regions, the ‘Fail Conveniently’ stunt will feature
various means of transportation for each unique location. For instance, a
dog sled will pull up in fron of Anchorage, Alaska’s Walmart location.
Guerrilla marketing & CSR 17
To generate awareness of Glidden Brilliance while being budget conscious,
Caldera Collective will utilize guerrilla marketing tactics. With Walmart being
our prime location, we focused on capitalizing on their already vast customer
base and iconic setting to begin building hype and recognition for Glidden
Brilliance through guerrilla events.
Unemployment has become an increasingly preva-
lent issue in the United States. As part of our CSR,
we directly address this issue with an innovative
approach. Our research has shown public speaking
ranks amongst the top fears in today’s society. Tying
into Glidden’s “Paint Fearlessly” campaign, we plan
to implement sponsored workshops to enhance
public speaking skills empowering those about to
reenter the work force to “Speak Fearlessly.” Glidden
will give those with public speaking anxiety a unique
opportunity to face their fears.
CORPORATe social
responsibility
‘ Fail C o nveniently ’
Par k in g L o t P r o m o ti o n S tunt
P R O M O T I O N
During the stunt, a
paid videographer will
record footage that
will later be uploaded
to the Glidden YouTube
channel and promoted
through the use of a
ten second interstitial.

18. BUDGET18 MEDIA PLAN
T ra d iti o nal D I G I TA L
DIGITAL
PROMOTION
IN-STORE,
MAJOR CITIES
TRADITIONAL
pr o m o ti o ns
HGTV Social Media Sponsorships
CSR
in-store &
guerrilla
SEO & SEM
app/website
youtube
Better Homes and
Gardens Magazine
• Identified as the number one
source for DIY inspiration by
our focus groups
• Markets itself toward female
DIYers
• Engages our target market
where they get their ideas
• Builds a community of users to
strengthen brand loyalty
• Promoted posts will create
interest in Glidden quickly
• Music festivals have high
attendance from millennial
demographic
• Receives lasting impressions
from repeated Youtube views
• Unemployment is a major issue
in the United States
• Caldera is taking innovative
steps to combat the problem
• Directs traffic to the paint
section
• Utilizes Walmart’s large
customer base
• Builds buzz for Glidden
• Signage in parking lot
• Utilizes the largest Walmart in
the U.S. (Albany, NY)
• SEO and SEM drives significant
traffic to the Glidden website
and social media sites
• Makes finding Glidden online
simple
• Easily managed for budgetary
control and accountability
• Can be continually fine-tuned
for optimal results
• Helps empower our target
market to overcome their fear
of “taking the first step”
• Makes the painting process an
enjoyable activity from start
to finish
• Very high viewership among
young DIYers
• Minimum of 1,000,000 views
each for all 4 videos
• High readership from DIYers
• Maintains relationships with
“Experienced Delegators” and
other current readers
• A primary reason to purchase
Better Home and Garden is to
view advertisements
A G E N C Y
C R E AT I V E FEE
A L L
S T O R E S
17.75% — TRADI TI ONAL
43.00 % — DI GI TAL
15.75% — PROMOTI ON
8.50% — I N-STOR E , MAJOR CI TI ES
10.00% — aLL STOR ES
5.00% — aG E NCY creative FE E

19. M AY J U N E J U LY A U G S E P T B U DG E T O U T L AY
TRADITIONAL
BETTER HOMES & GARDENS $1,275,000
HGTV VIGNETTES $500,000
DIGITAL
SOCIAL MEDIA $1,500,000
S.E.O. $1,000,000
S.E.M. $1,000,000
YOUTUBE $800,000
PROMOTION
SAMPLES $720,000
SPONSORSHIP $500,000
CSR $305,000
PUBLIC RELATIONS $50,000
IN-STORE MARKETING: MAJOR CITIES/50 STORES
GUERRILLA $300,000
PAINT DEPT. DISPLAY $500,000
TOUCH SCREEN $50,000
ALL STORES
POS PRINTING/SIGNAGE $1,000,000
AD AGENCY FEE $500,000
TOTAL: $10,000,000
19MEDIA SCHEDULE

20. FAIL success
Caldera has developed a unique measurement tool, “The Performance Palette.”
Objectives will be set to measure the following on a monthly basis. This information will
enable Glidden to fine-tune the campaign as necessary in order to maximize effectiveness.
Every six months
0
0
0
0
100%
100%
100%
100%
0 100%
20 campaign evaluation SOURCES
MARKET RESEARCH
MEDIA PLANNING
• Casserly, Meghan. “If Time is Money Millennials are Broke Busy Obsessed.”
Forbes. Forbes.com LLC, 09 05 2012. Web. 6 Mar 2013. <http://www.
forbes.com/sites/meghancasserly/2012/09/05/if-time-is-money-
millennials-are-broke-busy-obsessed/>.
• hgtvadsales.com/aboutus/research.pdf- media plan
• http://provost.hamptonu.edu/cte/docs/psych_profile.pdf
• http://news.medill.northwestern.edu/chicago/news.aspx?id=203391
• http://blog.nielsen.com/nielsenwire/media_entertainment/gender­divide­
reaching­male­vs­female­millennials/
• http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.
xhtml?pid=ACS_
• 11_1YR_GCT2514.US01PR&prodType=table (this is just the U.S. census)
• http://pewresearch.org/pubs/1501/millennials­new­survey­generational­
personality­upbeat­open­new­ideas­technology­bound
• http://www.pewsocialtrends.org/2010/12/20/baby­boomers­approach­65­
glumly/
• http://library1.njit.edu/staff­f olders/sweeney/Millennials/Article­Millennial­
Behaviors.doc
• http://business.financialpost.com/2012/09/21/millennials­split­along­
gender­lines/
• http://blog.barkleyus.com/2011/10/24/millennials­and­cause­seven­things­
we­learned­from­5493­people/
• http://www.cbsnews.com/8301­505146_162­57519340/why­cant­baby­
boomers­save­enough­money/
website visits
glidden brilliance
sales in walmart
app downloads
social media activity
overall brand health

21. RESEARCH21
Jim A lderson
F lying H orse C ommunication
I nsty P rints
K B ZK B o z eman
M S U C ollege of B usiness
M S U O ffice of S tudent A cti v ities
M S U S chool of A rt
O ’ B erry C ollaborati v e
W almart B o z eman
M ic h ael Bec h ler
Dan C lem
Davi d Drisc o ll
M o ria h E lli g
P ei h an Ha o
C o r b in Hutc h ins o n
T uc k er Kirsc h ner
M ary L o u k e
A llie M c R ae
S h ayla P rees h l
T ina S mit h
C h ris S tanic k
Vanessa S w ens o n
Bryce T iernan
Gavin V o eller
P ierce Ware
thank you.
from Caldera Collective
F earless L ea d er : M I K E GO L D