3. 1executive summary
executivesummary
When 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.
Withalimitedbudgetandamassiveretailer,wehadtocreativelyandseamlesslyintegrate
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:
GliddenatWalmartmakesitsimpletoexpressthelittle
things in life that make DIYers unique.
4. RESEARCH
Research 2
Florida State University Paint Perception Survey
2
TYPES OF RESEARCH Key Findings
The 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
RESEARCh
We 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.
5. RESEARCHResearch*(2012) Paint Blocks Interview Respondent
RESEARCh
3 and 4
Glidden NSAC Case Study
5
Focus Group Respondent
6
The 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 factors
Economic 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 research
To 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 inspiration
In 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.
6. RESEARCH
Research4
3
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
HomeDepot,aswellasspecialtystoressuchasSherwin
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 walmart
Glidden 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.
8
Focus Group Respondent
9 and 10
Glidden NSAC Case Study
11
Focus Group Respondent
12
(2012) Florida State University Paint Perception Survey
7. 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:
8. RESEARCH
strategy6
5
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.
Synergy
Reach 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 Experience
Implement breakthrough in-store merchandising programs to drive traffic to the
paint department from other areas within Walmart.
Promotion and PR Initiatives
Implement promotions and public relations events in order to increase awareness of Glidden at
Walmart and support philanthropic efforts.
increase awarenessof Glid
den
Paint
at Walmart by 7
%
increaseconsiderationo
fG
liddenPaint
at Walm
art
by
5%
User Generated Content
Initiate a conversation with DIYers by encouraging them to make their project and share their creation throughout
various forms of media.
9. Strategy 7
strategy: glidden creative brief
Bigchanges spark bigprojects… But what about the little changesthat make uswho 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.
InsightJust 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 Perception
When 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 Perception
Glidden 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.
10. RESEARCH
creative8
the big idea
Every 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
11. 13
Clarification Memo Pg. 4
creative 9
Make it Todayis 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 Todayemphasizes simplicity.
The word today gives the project a timeline,
highlighting that Glidden at Walmart is made for those
simple, one-day projects.
Make it Todayis 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
12. RESEARCH
14
SRDS & Quantcast
15
Glidden NSAC Case Study
creative10 9
9
execution strategy
In 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 painters
Strategy: 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’ rollers
Strategy: 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 brush
Strategy: 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.
13. RESEARCHcreative 11
tv
tv media vehicles:
HistoryChannel:
••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
14. 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.
15. RESEARCHcreative
12
banners & radio
Skyscraper 160x600
Full Banner 468x60 *Expanded to Show Scrolling Animation
Rectangle 336x280
pandora Radio Spot: “Poolside”/:60
CHARACTERS: 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
digitalmediavehicles
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
16. 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.com
The 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).
Whatisasnaptag? 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
16
Siwicki, B. (2010, Dec 6). Shoppers would rather use smartphones than consult store associates, survey finds. Internet Retailer.
http://internetretailer.com
17
(2013, January) Quantcast
17. RESEARCH18
Glidden NSAC Case Study
19
Shopzilla Inc. (2012, Oct 15). Online Consumer Pulse. Bizrate Insights. http://bizrateinsights.com
20
CBCnews. (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.
Facebookwill 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.
YouTubewill 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.
Pinterestcan 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.
18. RESEARCH
in-store experience16
Easy Come
To 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-store
Because 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 Color
For 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 Detail
Paint Chip Holder Detail “Enjoy an Orange Slice of Life by redoing that old table”
Easy Go
To 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.
21
Gift cards capped at 1,000 cards.
19. RESEARCHnon-traditionaL 17
non-traditional
Little Pieces
Digital 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 Space
To 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.
20. 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-dyeyour4th
ofjuly balloon dartart gold stars
SimplyPutWe 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:
21. RESEARCH22
Ad-ology Research. (2012). Paint & Wall Covering Stores in all US Markets. Industry Marketing Insights, 56-60. media and campaign evaluation 19
media strategy and budget
OBJECTIVE 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.
COUPONS
3%couponS$300,000
18%
budgetallocation
mediamix
mEDia
in-StorE
marKEting
proDuction
promotionS
contingEncy
couponS
total
Digital
traDitional
non-traDitional
Social
total
63% $6,300,000
18% $1,800,000
7% $700,000
5% $500,000
4% $400,000
3% $300,000
100% $10,000,000
$2,790,000
$1,740,000
$1,150,000
$620,000
$6,300,000
PROMOTIONS
colorBration
#gliDDEngEtaWay
SWEEpStaKES
$400,000
$100,000
EaSy comE
EaSy go
FinD your color
$1 M
$750,000
$10,000
IN-STORE
NON-TRADITIONAL
$600,000
$482,000
$50,000
$10,000
traDing piEcES
littlE piEcES
ElEvatE your SpacE
SiDEWalK SplaSh
Digital
traDitional
non-traDitional
Social
$136,400
$136,400
$93,000
$93,000
$86,800
$74,400
FacEBooK
youtuBE
tWittEr
googlE+
pintErESt
inStagram
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 York
Los Angeles
Chicago
Philadelphia
Boston
Dallas-Ft. Worth
San Francisco-Oakland-San Jose
Washington, DC
Atlanta
Houston
Seattle-Tacoma
Phoenix
Minneapolis-St. Paul
Detroit
Tampa-St. Pete-Sarasota
Next 20 Top DMA’s
Denver
Cleveland
Miami-Ft. Lauderdale
Orlando-Daytona Bch- Melbourne
Sacramento-Stockton-Modesto
St. Louis
Portland
Pittsburgh
Indianapolis
Hartford & 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
22. media and campaign evaluation20
media schedule and evaluation
Optimization and Evaluation
ObjectiveTo 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.
StrategyQuantitative 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 - WOMEN
NATIONAL CABLE
SPOT RADIO
DISPLAY
SEO
STREAMING
LITTLE PIECES
ELEVATE YOUR SPACE
TRADING PIECES
SIDEWALK SPLASH
#GLIDDEN GETAWAY
COLORBRATION
FIND YOUR COLOR
EASY COME
EASY GO
TWITTER
FACEBOOK
GOOGLE+
PINTEREST
YOUTUBE
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 $1,209,100 177,901,166
TRAD. $576,700 83,625,022
cable $369,304 59,565,161 $6.20
mag. $207,396 24,059,861 $8.62
DIGITAL $632,400 94,276,144
display $221,340 69,823,344 $3.17
seo $233,988 15,599,200 $15
a.stream $369,304 2,213,417 $12
v.stream $207,396 7,525,550 $20
TOTAL $
JUNE $1,163,797 165,720,637
TRAD. $577,897 78,206,216
cable $333,794 53,837,742 $6.20
mag. $148,140 17,185,615 $8.62
DIGITAL $632,400 94,276,144
display $221,340 69,823,344 $3.17
seo $216,783 14,452,200 $15
a.stream $32,517 2,709,750 $12
v.stream $104,266 9,213,300 $20
TOTAL $
JULY $1,024,167 615,597,312
NON-TRAD. $482,485 542,117,976 $0.89
DIGITAL $541,682 73,497,336
display $221,300 54,421,136 $3.17
seo $182,373 12,158,200 $15
a.stream $20,702 1,725,167 $12
v.stream $117,310 5,865,500 $20
TOTAL $
AUGUST $1,208986 177,884,147
TRAD. $576700 83,625,022
cable $369,304 59,565,161 $6.20
mag. $207,396 24,059,861 $8.62
DIGITAL $632,400 94,276,144
display $221,300 69,810,725 $3.17
seo $233,946 15,596,400 $15
a.stream $26,556 2,213,000 $12
v.stream $150,484 7,524,200 $20
TOTAL $
SEPT. $446,514 66,564,885
$446,514 66,564,885DIGITAL
display $156,280 49,299,685
seo $165,210 11,014,000
a.stream $18,754 1,562,800
v.stream $106,270 5,313,500
TOTAL $
MEDIA $1,208,986 177,884,147
TRAD. $576,700 83,625,022
DIGITAL $2,838,785 416,093,911
display $1,025,285 308,214,511
seo $1,032,300 68,820,000
a.stream $125,090 10,424,134
v.stream $708,841 2,213,000
GRPs 233
23. 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
Advisor
Barry Solomon
Meet the Team
Here 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.
