An advertising plan that my group and I developed my freshman year. The client was Glidden Paint and our Target Market was Do-It-Yourselfers

1. lidden:Do-It-Yourself DoneRight
Presented By:
Enticing
Advertising
G

2. Table of Contents
Introduction....................................................................................3
Background.............................................................................4-6
HistoricalContext...............................................................4
SituationAnalysis................................................................5
SWOT Analysis.....................................................................6
Objectives.....................................................................................7
Research...................................................................................8-11
Objectives...............................................................................8
TargetMarket.......................................................................9
BrandValueProposition..............................................10
Campaign Strategy.........................................................11
Message...............................................................................12-16
Media Executions............................................................13
Radio Ads..............................................................................14
Story Board..........................................................................15
MessageTesting..............................................................16
Media....................................................................................17-19
Objectives........................................................................17
Media Mix.......................................................................18
MediaBudgeting.........................................................19
EngagementPrograms.................................20-21
Internal Engagement Programs......................20
External Engagement Programs......................21
Evaluation................................................................................22
Appendix.......................................................................23-27
MessageTestingSurvey........................................23
Brand Value Proposition Survey........................24
Member Bios.......................................................25-26
Works Cited...................................................................27

3. Introduction
The challenge for the our company is to help build awareness
and consideration for the Glidden paint brand within US Walmart
stores by developing an integrated and multi-platform marketing
effort for three different customer segments.
GliddenhasbeenatrustedAmericanpaintbrandsince1875.Gliddenhasbeenablemakeitselfamainstaybycost-effectivelyprovidingthetoolsfor “DoItYourself”painting.ThebrandhasrecentlyenteredavaluablepartnershipwithWalmart.BycombiningthequalityofGliddenPaintswiththefamiliarityandtrustofWalmart,thesuperstorecanbecomeaone-stopshopforhomedécorandsmallrenovations.EnticingAdvertising’smaingoalthroughthisstrategiccommunicationplanistobuildarushtothepaintaislesamongstexistingWalmartcustomers.
Usingamultimediaapproachthatreachesourdiverseandfamily-focusedtargetmarket,EnticingAdvertisingwillraiseWalmart’sprofileasatrustedvendorofpaint.Ultimately,wehopethatWalmartcustomerswillrecognizeandpreferGliddenpaints.
Objectives
Executive
summary
3

4. Historical Context
Glidden Paint was founded in 1875, the namesake
of Francis H. Glidden. The new company was an
integral part of Cleveland’s economic growth in the
late part of the nineteenth century. After growing
in size well into the World War II era with products
ranging from paint to food goods, Glidden estab-
lished itself as an innovator in the paint industry with
Spred Satin, the first water-borne interior latex
paint, introduced in 1947.
Throughout the 1980s, after over 100 years in
business, the Glidden brand began to disap-
pear after being acquired by Industrial Chemi-
cal Industries. This company was, in turn, pur-
chased by AkzoNobel, in 2008.
The Glidden Paint brand has experienced a
revitalization, with updates to
packaging, branding, and color selectins, along
with a new labeling system, and,
most importantly, a partnership with Walmart.
Today, as Walmart works to improve its image
as a viable paint retailer, Glidden aims to be a
fun and friendly brand for Do-It-Yourselfers.
4

5. Situation Analysis
Competitive Forces:
Home Depot and Lowe’s are Walmart’s biggest com-
petitors. Both stores are soley dedicated to home
improvement while Walmart is known for being a super
store. One of our goals is to let our audience and com-
petitors know that we sell paint brands such as Behr
and Valspar. This forces Glidden to differentiate itself
from potential competition.
Economic Forces:
Over the past few years, the housing market has been
in freefall. Most home improvement projects happen
when people move or sell their house. With so many
people having issues selling their homes, there is a
smaller demand for paint. Recently the economy has
shown promise and continues to look upward. This is
good for sales in general because people have money
to spend.
Technological Forces:
Over the past decade, paint has started to become
consumer-friendly by lowering the amount of fumes
given off by paint. This allows for people to paint and
move into that space soon after. Also the paint industry
has been moving toward being more eco-friendly and
“DIY” friendly. This year, Glidden released a new multi-
purpose paint which allows customers to paint small
blemishes or cracks without using a preparation poduct.
Socio-Cultural Forces:
People buy paint to express themselves inthe form of home décor. Most people like thethought of picking a pallet and doing somethingthemselves. Many of our competitors have usedcolor inspiration in the past. Glidden will attemptto differetiate itself from the competitive brandsbut alsokeep the same message of self-ex-pression.
5

6. Good diversity of paints
Good relationship with existing customers
Increasing “DIY” market
Can do more publicizing about what
they do for communinites
through projects and donations
SWOT Analysis
Other paint brands are now
releasing cheaper brands
Has to compete with other Walmart brands
Different kinds of Glidden Paint available at
different stores
Not as well known as other paints
Strengths
Weaknesses
Opportunities
Threats
6

7. Objectives Marketing Objective:
The marketiing objective is to increaseawareness and consideration ofWalmart as a paint retailer to 75%and 50% respectively.Communication Objective:
The communication objective is to ef-
fectively target and reach our market
of rental “DIY” shoppers, family focused
shoppers, and “DIY” shoppers that shop
for routine maintenance and décor. Time Frame:
Our time frame for this specific
plan is May 2014- September
2014
7

8. Research Objectives
Themainfocusoftheresearchconductedistodetermine
Glidden’sstandinginthehousepaintmarketintermsof
strengthsandweaknessesandtheirrelationshipwiththeir
competitors.Theresearchaidsinthedecisionofwhichforms
ofmediawillbethemosteffectiveinreachingthetarget
demographic.Thefinalpurposetheresearch istoexamine
whichqualitiesmembersofthetargetdemographiclookfor
inahousepaint,andtowhatdegreeGliddenPaintis
perceivedtohavethesequalities.
8

9. Target MarketsA target market is the population that the marketing pllan aims to reach.
The first target audience Glidden is advertising to is the “Do-It-Your-
selfers”. Typically, the demographic consists of women millennials, whose
age ranges from 20 to 30 years old. These women are mostly bud-
get-constrained and are looking for the opportunity to stretch a dollar. Al-
though target market one is eager to work on projects, they have the least
experience in painting. This makes them more likely to do smaller projects,
instead of taking on something too difficult. It’s also possible for them to
get overwhelmed easily, which makes them open to help. These custom-
ers usually shop at “all-in-one” stores, but might be more likely to shop at
big-name paint stores when looking for helpful knowledge. They are also
constantly budgeting how much they should spend and geographically
come from small cities.
The next target market consists of young families with
a lower income. Their ages range from 25 to 30 and
these families typically enjoy affordable decorating
projects. Their plans normally entail one-day projects,
children’s room re-dos, and big impact projects with
a heavy focus on a kid-friendly atmosphere. About
72% of this target market usually buys Walmart paint
and enjoys painting in general. They’re typically not
very confident on the projects they work on. Target
market two generally resides in suburban areas.
The final target market is the existing Walmart shoppers, the baby
boomers, who are devoted to shopping at their favorite store:
Walmart. They usually shop at the store out of convenience and
value. They want to buy good quality brands without paying extreme
prices. The baby boomers realize that painting takes time and have
more experience in it than other customers. They like decorating in
a simple fashion and show more confidence when executing their
projects. Tarket market three already shops in Walmart but is not
aware that there is a paint aisle located in the store. These Walmart
shoppers do not enjoy painting, but are usually perfectionists when
working on their projects. They geographically live in suburbs as well
as small and large cities.
9

10. Brand Value Proposition
Emotional Benefits:
All of the respondants agreed with the
statement “Finishing a paint project
makes me feel accomplished.”
Self-Expressive Benefits:
Our survey also evaluated how po-
tential customers rated self-expres-
siveness during paint projects. Our
primary research (survey) indicated
low scores in self-expressive benefits:
Respondents place little importance on
the perceived classiness of a prod-
uct (2.5 out of 5), and only moderate
importance on the ability to express
creativity in a paint project (3.4 out of
5). However, the Glidden case study
indicated that one of the three target
markets (“Young Female DIY-ers”) is
experimental and expressive,. This
allows them to take creative ownership
over their homes.
Functional:
Our customers purchase interior paint
with a “get the job done “attitude. One
of the most important factors our cus-
tomers look for in our products is dura-
bility. They are looking for a paint that
will last a long time and develop mini-
mal deterioration. On our survey, Glid-
den was rated the highest for durability
from a list of qualities we presented to
our subjects. Many of our customers
were not familiar with the Glidden paint
brand and this presents a challenge
for us. Another one of the challenges
presented through this brand is the
lack of familiarity. Many of the potential
consumers surveyed did not even know
Wal-Mart sold paint.
10

11. Problem to Solve: Helping Glidden become a viable competitor in the “DIY” paint
market as well as the one-day project paint market.
Through in-depth primary and secondary research in our multi-generational
target markets; we have seen a direct correlation between inspiration found on
social media websites and HGTV, and the purchase of our product. Our goal is to
increase market share in all target markets. We plan to propose a message that
addresses the simple initiative “DIY”-ers can take to do their projects correctly.
Our message is: “Do-It-Yourself Done Right.”We plan to get our message out
through immersive and engaging advertising. Our marketing campaign will be led
primarily through social media and other owned media outlets. In addition, we will
create supportive media in the form of advertisements and TV slots. This partnered
with the creation of “National Do-It-Yourself Day” and various other promotions
throughout the fiscal year will lead to our overarching goal of putting Glidden back
at the top of the “DIY” paint market.
Campaign Strategy
11

12. Creative Strategy
We plan to utilize social media as well as other forms of owned media
in collaboration with traditional channels to reach all audiences and
effectively inspire people to do it themselves. National DIY Day, the last
Sunday in August, is strategically scheduled for one of the few brief
moments when homeowners with families are free to achieve their
improvement goals. By setting aside such a day, we ensure that our
target market feels equipped and capable of completing their home
painting projects, using the brand that inspired them to do so: Glidden.
“DIYDoneRight”istheidea
thataffordableprojects
canbedonewitheaseon
yourown.Glidden’stheright
companytogetyouthere.
BOOM FACTOR
Message Visual Strategy
Bydepicting“thatoneproject”thatyou’venevergottenaroundto,ouradswillevokerecognizableimagesandemotions,providingincentiveandpersuasiontofinallytackleit.Thetelevisionadswillalsofeaturetime-lapseimageryofayoungwomanexperiencingthepassageoftime.Theemotionalassociationswithtime,andthespeedwithwhichitpasses,willalsoserveasmotivationforthetargetmarketstotakeontheirdreamproject.
Verbal Strategy
With our print ads and other forms of media (owned and
bought) we plan on expressing that Glidden makes painting
easy. A painting project is just a snap away from transform-
ing a boring dresser into a conversation piece when guests
are over. It’s easy and affordable, and you can walk out of
Walmart with everything you need in one simple trip. The
slogan “DIY Done Right” fits the product because it is simple,
relatable, and timeless. With one day project over and done
with you will easily look like a professional came to your
house. 12

13. Media Executions
Print Ad Facebook Page
13

14. Radio Ads
Radio Ad 1
(Soft, upbeat music begins playing in the background)
Wife: Honeyyyyyyyy, the bathroom looks too dull.
Husband: (sarcastically) Okay dear, I’ll get right to it.
Wife: Honeyyyyyyyy, our living room isn’t welcoming enough.
Husband: (A little annoyed) Yes darling, I’ll do that as soon
as possible.
Wife: Honeyyyyyyyy, the wallpaper is peeling and I don’t
feel like putting up new ones.
Husband: (Clearly peeved) I’ll jump right on that, sweetie!
VO: Is your honey-do list getting out of hand? Stop by your
local Walmart and pick up a can of Glidden paint to make
that honey-do list, become a honey-done list!
Wife: Wow honey! The house looks so fresh and new! Nice
job!
Husband: (with a sigh of relief) All in a day’s work.
VO: It’s time. Glidden, Do-It-Yourself done right. From
Walmart.
(Music comes to an end)
Radio Ad 2
(Begin happy, upbeat, go-lucky music)
Young Woman: I can’t wait to see our new place!
Young Man: I know! And the landlord is renting it to us at
such a steal!
(Sounds of Door opening, music abruptly stops)
Young Man: (clearly flustered) It… I… Uh…
Young Woman: (totally dejected, with a hint of annoyance) It
looks like my Grandma Esther wallpapered the place...
(Music picks back up)
VO: Does your new place need a little life put into it? Stop by
Walmart to get a can of Glidden paint to freshen up your
space!
Young Woman: Wow! This place looks so lively and new
now!
Young Man: I wonder if this paint will work on your Grandma
Esther too?
VO: It’s time. Glidden, Do-It-Yourself done right. From
Walmart.
(Music ends)
14

15. TV Ad Story Board
15

16. Message Testing
We chose to test our media through a survey. We interviewed people
within our target audiences just like the previous survey. They all man-
aged to have a basic understanding of our ads and what we were trying
to sell. The people that we surveyed agreed that they would need to go
to Walmart to get more information about the quality of the paint. The
people we interviewed found that the ads targeted their emotions and
made them relate to the people in our ads. Our ads were also very
simple, clear, concise and straight to the point according to the
responses from the survey. We succeeded in our goal of creating
advertisements that relate to our consumers and generate possible
interest in researching more on our product.
16

17. Media Objectives
Reaching Our Target Market:
In our media strategy, one of our largest priorities is to reach
every target market through one campaign. The “DIY Done
Right Campaign” does this well by being something all ages
can relate to on an emotional and behavioral level. In order to
reach the target audience (all three markets combined) we
will use a variety of different media.
Geographic Location of Our Campaign:
Because Walmart is a national chain, our media will be used
equally around the country. In our research we have not
identified one region that is at a greater loss in the paint
market than any other, so a wide-stroke approach present-
ed itself as the best possible option.
17

18. Our campaign will utilize almost all forms of media. While we are
running print ads, television ads and a radio campaign. We also
will be utilizing different forms of social media via the internet.
One of our main approaches will be crafting a “DIY”- centric
Pinterest page. This will serve to help with the inspiration part
of the purchasing process. Along with the Pinterest page, we
will also utilize YouTube to upload tutorials on simple, one-day
projects leading up to National DIY Day. This, in addition to a
revamped Facebook page, will revitalize Glidden’s look and feel
in the paint market.
Media Mix
18

19. Media Budgeting
Our media budget will be split between online, print, ra-
dio and television. 20% of our budget ($2,000,000)
will go towards online advertising. 40% ($4,000,000)
will go towards creating and distributing print ads. 10%($1,000,000) of the budget will be used to create and
air radio ads. The last 30% ($3,000,000) of the bud-
get will go towards airing telvision ads the months leading
up to National Do-It-Yourself Day.
19

20. Engagement Programs
ResearchbybothGliddenandEnticingAdvertisingstronglyindicatesthatwhilemembers
ofthetargetmarketshavegenerallypositiveattitudestowardWalmart,theyarenot
likelytoshopforpaintproductsatthatstore.Walmartisnotcurrentlyperceivedasbeing
competitiveinitsabilitytoofferexpertopinionsandadviceonpaintpurchases.
Forthisreason,weareproposingthatWalmarttrainitsemployeesinordertoenhance
theirabilitiestosellpaint.Theywillundergooneannualtrainingsession,andbecomewell-
versedinthebenefitsofall Gliddenvarieties.Walmartemployeeswillbereadyandable
toanswerallcustomerpaintquestions.Customerswillbeeagertofindoutmorewhen
theyseethepinsreading“Askmeaboutourpaint!I’manexpert”wornbyemployees,
accompaniedbytheGliddenlogo.
Internal Engagement
May2014
Walmartand
Gliddenwilldesign
trainingprogram
June 2014
Training will be
implemented
throughout month.
July2014
Evaluation
2015
Repeat, pending
evaluation
20

21. External engagement programsThe cornerstone of our plan for the Glidden
brand is National Do It Yourself Day. Through-
out August, Glidden advertising will focus on this
event, which takes place on the final Sunday of
that month. National DIY Day is a day on which
all families are encouraged to take on a home
painting project they’ve never found the time
to do before. This day is very much in the spirit
of the main advertising imagery: an unpainted
dresser and wall. While everyone’s unfinished
project differs in scale and form, we all have one,
and the National DIY Day campaign will drive
families to Walmart to finally see them through.
May2014
BeginNational
DIYDayTVads
August2014
BeginNationalDIY
Daymagazine
ads
August31,2014
NationalDoIt
YourselfDay
September1,
2014
Returntoregular
advertising/begin
evaluation
2015Repeat, pendingevaluation
21

22. Evaluation We will measure our success in increasing awareness and con-
sideration in each target market separately. This will be done through
exit surveys, analytics through social media and email campaigns. We
expect to see the greatest increases in awareness and consideration
in the month of August, through National Do-It-Yourself Day.
We will measure the broader success of our plan through sales
figures, support of National DIY day online and in-store, as well as how
much earned media we have acquired.
End of Month Awareness Consideration
Current 66% 23%
May 2014 68% 29%
June 2014 69% 33%
July 2014 70% 39%
August 2014 73% 47%
Spetember 2014 75% 50%
22

23. Appendix
All Ads
Does this ad make sense to you?
What words would you use to describe this ad?
What product does this ad appear to be advertising?
When you see this ad, what does it make you think about?
To what degree does this ad influence your interest in buying paint from Walmart?
TV Ad
In your opinion, the visual and auditory cues described fit your interpretation of the ad’s message?
Which emotions might this ad convey? Are these emotions effective for an ad for this product? Why or why not?
Radio Ad
Did you feel that this radio advertisement gave you enough information about the product?
Did you feel overwhelmed by the amount of information in this ad?
What emotions did the audio cues in this ad portray in your opinion?
Message
Testing
Survey
23

24. Gender:
Age:
Race (optional):
Homeowner/Renter?:
Estimated Income (optional):
How often do you shop at WalMart (choose one):
___ more than once a week
___ once every one-two weeks
___ once or twice a month
___ more than once a year
___ once a year or less
___ never/very rarely
How often do you buy house paint at WalMart (choose
one):
___ more than once a week
___ once every one-two weeks
___ once or twice a month
___ more than once a year
___ once a year or less
___ never/very rarely
How often you do house painting projects:
___ once or more a month
___ about once every three months
___ several times a year
___ about once a year
___ once every two to five years
___ less than once every five years
___ I have never done a house painting project
In one sentence, what goals and expectations most
typically lead you to purchase a housepaint?
Rate, on a scale of 1 to 5, how important each of the fol-
lowing qualities are to you in a house paint brand:
__ Cost
__ Availability of Product
__ Familiarity with Brand
__ ”Homey”-ness
__ Perceived classiness
__ Variety of Colors
__ Environmental friendliness
__ Ease of use
__ Durability
__ Trueness of color to palette
Who influences you the most in your decision-making in
buying paint?
- friends
- family
- store employees
- home improvement magazines
- other (please specify) __________
Based on your current perception of the Glidden Paint
brand, how would you rate Glidden paint on the following
qualities?
__ Cost
__ Availability of Product
__ Familiarity with Brand
__ ”Homey”-ness
__ Perceived classiness
__ Variety of Colors
__ Environmental friendliness
__ Ease of use
__ Durability
__ Trueness of color to palette
Rate, on a scale of 1 to 5 the degree to which you agree
with the following statements, with 1 being “strongly
disagree” and 5 being “strongly agree,” with 3 being
neutral.
__ I only trust paint that professionals use.
__ Being able to express my creativity with the paint I
choose is very important to me.
__ I am more likely try paints that are fume-free.
__ I am more likely to use paints that involve less prepa-
ration time (mixing, drying).
__ Being in a freshly painted room makes me feel at-
home.
__ Finishing a paint project makes me feel accom-
plished.
__ I am more likely to use a paint brand with a variety of
unique colors.
__ I often feel overwhelmed by the work involved in ma-
jor home improvement projects.
__ I am more likely to buy paint from a store that offers
other products I need.
__ I regularly look at home improvement magazines.
__ I am more likely to trust a store specializing in home
improvement products when buying paint.
__ I spend a lot researching and planning before
choosing a house paint.
__ I use two-in-one paint and primer rather than buying
both separately.
__ I feel overwhelmed by the variety of paint and paint-
ing products available.
How often do you buy the following brands of paint?
(choices: more than once a month, once a month, once
every two months, once every six months, once a year,
less than once a year, never)
Benjamin Moore _____
Behr _____
Ralph Lauren ____
Glidden _____
Sherwin-Williams ______
Valspar ______
Pratt & Lambert ______
Farrow & Ball ______
Other (please specify) ______
Please rate the paint brand that you purchase most
often on the following qualities:
__ Cost
__ Availability of Product
__ Familiarity with Brand
__ ”Homey”-ness
__ Perceived classiness
__ Variety of Colors
__ Environmental friendliness
__ Ease of use
__ Durability
__ Trueness of color to palette
Brand Value
Proposition
Survey
24

25. Kyle James is a freshman from Massillon, Ohio. He is currently
pursuing a major in Integrated Marketing Communications with
minors in Economics, Finance and Honors. He is currently the
Treasurer of thaca’s IABC Chapter and the Multimedia Chair of
the Student Activities Board. After college, Kyle hope to achieve a
career in the sports marketing field, ideally with a Major League
Soccer team. It is Kyle’s lifelong goal to go to Slovakia and explore
the area where his ancestors used to live.
Jared Wolf is a sophomore Integrated Marketing Communications major from
Watertown, NY. He aspires to work in PR for a non-profit organization, ideally
in the mental health sector. He is making his mark on campus as a member of
SCNO, ICTV and Active Minds, of which he will be co-president next semester.
His secret dream is to hold the world record for standing on one foot.
Maddy Clark is a freshman Integrated Marketing Communications major from
Duxbury, Massachusetts. She aspires to work for the More Than Me Foundation
Headquarters doing Advertising and Design. She is an active and dedicated
member of IC More Than Me, the IC Supports Our Heroes eboard, Pitch Please
Accapella Group and Student Leader on the Ithaca College Social Media
Team. In her spare time she enjoys creating prints and posters for More
Than Me and doing freelance design work.
25

26. Julia Kohn is a spunky and go-lucky type of girl. She hails from Sharon.
Massachusetts and is a freshman at Ithaca College. She is current-
ly majoring in Integrated Marketing Communications and minoring in
Womens Studies. In her spare time she loves to volunteer at IC More
Than Me. Her special talents consist of eating her weight in mashed po-
tatoes, making three noises come out of her mouth at once, and know-
ing how to pitch a product.
Carter Smalley is a freshman at Ithaca College from Philadelphia,
Pennsylvania and is pursuing a major in Integrated Marketing Com-
munications. Carter plans to begin a double minor in Legal Studies
and Communication Management and Design in the near future. He
participates in PRSSA (Public Relations Student Society of America),
Campus Chorale and the Leadership Scholar program. He was re-
cently appointed to Director of Philanthropy on the executive board
for PRSSA. Carter’s lifelong goal is to meet Beyoncé.
26

27. Works Cited
Tuten, T. L. (2008). Advertising 2.0: Social media marketing in a web 2.0
world. Santa Barbara: Praeger.
(2012). Glidden: Case study & policies and procedures.
(2012, June 26). Glidden coatings and resins. Retrieved from Encyclopedia
of Cleveland History website: http://ech.case.edu/cgi/article.pl?id=GCRD
(2012, April). Paint buying guide. Retrieved from Consumer Reports website:
http://www.consumerreports.org/cro/paints/buying-guide.htm
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