This document provides a marketing strategy and campaign for Glidden Brilliance paint to build awareness and consideration within Walmart among three target segments. The plan repositions Glidden Brilliance as a home decoration necessity through an exclusive partnership with Better Homes and Gardens at Walmart. Research found targets prefer smaller paint projects and one-stop shopping. The "Open the Door" campaign will position Glidden Brilliance as a home decor paint brand through in-store promotions and traditional advertising emphasizing the partnership.

2. Table of contents
Table of Contents
Executive Summary
Situation Analysis
Target Audience
Hispanic Market
Research
Strategy
Creative
Promotional Marketing
Media
Measurement
Appendix
1
2
2
3
4
5-7
8-9
10-13
14
15-18
19
20
1

3. 2
Executive summary
The Challenge
To build awareness and consideration for the Glidden Brilliance
brand within Walmart among three segments: young millennial
women, rural minority families and baby boomers.
Source: Case Study Pg.12 & Clarification Memo 3/1
The Plan
Reposition Glidden Brilliance from merely a paint to a home
decoration necessity through an intelligent strategic partnership
available exclusively at Walmart.
Hoof & Horn Advertising will accomplish this by:
• Forming a partnership between Glidden Brilliance paint and
home decor to ensure Glidden is thought of as the first step in
home decoration, not just a paint
• Implementing a digital marketing strategy using the latest
trends in technology to endear these new targets to a specific
Walmart purchase
• Using a variety of in-store advertising and promotional tactics
to leverage the 72 percent of Americans that visit Walmart
consistently
• Utilizing an umbrella advertising campaign to speak to multiple
target segments with spot media to effectively achieve
business and communication results
Situational Analysis
Currently, Glidden Brilliance paint offered exclusively at
Walmart has the opportunity to create the convenience
and home decorating paint market. As the perception map
shows below, no other brand is poised to own this new
demand.
Brand Perception Map
Speciality paint
stores
One-stop shop
(convenience)
High price/
high quality
Low price/
low quality
@ The Home Depot @ Lowes

4. 3
Target Audience
Segment 1
Lifestyle
Demographic
Living
Situation
Behavior
Inform
Segment 2
Remind
Segment 3
Persuade
Quick Budget: Young, newly
independent with low income. They
want to personalize their space easily
and on a budget.
18-29, Millennials, female
Renter
Devoted Walmart
shopper
Confidence in starting
home decor projects
Resourceful
Paint price more
important than color
Self-sufficient
Walmart shopper but not for
paint
Does not enjoy painting
Utility and maintenance driven
Sacrifices paint color for
convenience
Would rather shop at home
improvement stores
Homeowner Homeowner Homeowner downsizing
28-35, females with
children, rural
28-35, females with
children, rural, hispanic
49-60, Caucasian,
baby boomers
Cheap Family Fix-ups: Walmart-loving
mothers in rural areas. They want a cheap
but not cheap-looking space for their
families.
Beautiful but Empty Nests:
Baby boomer couples with a newly empty
home and the sense to want it looking
refreshed.
Aspiration
Frequently shops at Walmart
Lacks confidence in their painting
abilities
On-the-go
Sacrifices paint color for
convenience
Loyal Walmart
shopper
Loves involving
family members in
projects
Brand loyal
Cost-conscious
Glidden Customer Lifetime Value
The amount of paint the average consumer purchases per year (8 gallons)*; the value of a loyal Glidden
customer is $8,640 over a 40-year period. This means Glidden will generate an average of $90 of revenue per
new customer acquisition over a five-month campaign period. We recommend that Glidden spend no more than
$40 per new customer acquisition, to leave room for healthy profit potential.
*Based on painting entire interior of 2,000 sq. ft. home every three years at $27 per gallon.
Source: US Census American FactFinder, 2013. Glidden.com paint calculator, Colortopia

5. 4
“Hispanics are the fastest growing minority group
in America, representing 56 percent of the
nation’s population growth in the past decade.”
2010 U.S. Census
Throughout our research we have found the importance of
speaking directly to young Hispanic mothers through spot media
vehicles.
Recommendation
Extend the Hispanic overlay to segments 1 and 3.
Hispanics are more likely than any other minority group to have
taken on a DIY project in the past 12 months. This group has the
highest confidence in their skill level and are more assured in
their purchasing decisions.
Sources: Simmons Data
What does this mean for Glidden?
Glidden has the opportunity to create brand loyalty within this
rapidly growing sub-segment.
What does this mean for our campaign?
We will specifically reach out to Hispanics to drive brand
awareness and consideration for Glidden Brilliance. We will use
additional media resources to target this sub-segment.
We have found multiple benefits to talking specifically with the
Hispanic community.
own their own homes, up
from 40% in 1993
did an interior painting project
within the last 12 months
of all Walmart grocery
shoppers are Hispanic
47% 39%
19%
in purchasing power
$1 trillion
Hispanic overlay
+42%
+1%
+56% +142% +167%
Projection U.S. Population Growth From 2010 to 2050
Total White
Non-Hispanic
Black Asian* Hispanic
*Excludes American Indian, Alaska Native, Hawaiian & Other Pacific Islander
Source: U.S. Census Bureau Population Projections
Sources: U.S Census, Simmons Data, Infographic List

6. 5
Determine what attributes
and benefits are the most
important to our targets
when purchasing paint
Ascertain what motivates
our targets to purchase
paint
Discover Glidden Brilliance’s
brand perception among
target markets
Research
Ethnographic Research
At the start of our primary research our
team visited over 80 Walmart stores in
various markets to better understand the
paint buyer’s experience and the overall
layout of the paint section.
Survey
Our extensive discovery period
helped us design our 26 question
survey which was distributed through
online portals. We gleaned insights
from the 565 surveys completed in
35 different states and provinces by
our target demographics.
We started with the following objectives:
Unearth the unique
characteristics of Walmart
that are considered to be
the most compelling to
current consumers
Define what is affecting
awareness and
consideration of the
Glidden brand at Walmart
35%
Currently shop for
home decor when
shopping at Walmart.
43%
Define convenience
as being able to go
to one location for
all their needs.
Friends and family are the primary source
of information when beginning a home improvement
project for all three segments.
1
2
3
4
5
Key insights from our survey:

7. 6
From here we felt confident enough to begin conversing with our
targets.
Personal Interviews
We asked each member of our team to interview a minimum of six
people in our target demographics. On Black Friday, we attended
several competitors’ “Doorbuster Deal” events, and noticed
members of each segment exhibit strong brand loyalty towards
certain retailers and most were unaware Walmart sold quality
Glidden Brilliance paint.
We attended Conga Caliente, the second largest
Hispanic family festival in Florida. We learned that
while many are avid Walmart shoppers, most are
unaware the retailer sells paint.
We took part in the Tampa Bay
Times Home Show, an annual event that brings
together brand loyal consumers from segments 2
and 3, as well as home improvement experts. We
discovered brand name is very important to people who have more
home improvement experience.
"Walmart sells paint? I honestly had no idea. I don't
currently have a need for paint, but if I did, offering
it at Walmart makes it more convenient.”
-Allie, 23, Austin, TX
“I would buy paint at Walmart. If I am needing paint
and I’m in Walmart, I’ll go and get the paint there.
If I need paint, I don’t really care where I buy it.”
-Steve, 53, Pittsburgh, PA
Think Tank
“Yes [I would purchase paint]; I buy
everything at Walmart.”
-Lindsay, 32, hispanic mother, Zephyrhills, FL
Although the research we conducted was informative, it was
not enough. We wanted to talk with people the way they
talk with each other. Our conversation with the segments
needed to continue. So we created the Think Tank using a
medium our consumers were comfortable with, then filled it
with a hand-selected sample of our target.
What is the Think Tank?
We created a private
Facebook group and
were able to continually
receive crowd-sourced
feedback from our
sample. Over four and
a half months, the 47
member sample from 24
markets answered a few
questions each week.
Three moderators asked questions on an alternating
schedule and encouraged the respondents to spark
discussion with one another, while providing in-depth
explanations of how they felt. Topics ranged from simple
fill-in-the-blanks to concept testing our campaign strategy
and creative executions.
Two comment curators were put in place to make sure
the conversation continued and interactions between the
sample took place.
How we selected the sample
We filtered members based on demographic factors such
as age, gender, ethnicity and marital status. We also
determined whether they were home improvement and DIY
friendly, assuring accurate results.

8. 7
Think Tank Insights
Color schemes and palettes are useful and important to
our targets.
Smaller projects are preferred and classified as
cleaning, changing paint and home decor.
Using the name Better Homes with Glidden would help
increase brand credibility.
The Insights for Success
Smaller, simpler paint projects are preferred: The majority of our
targets enjoy smaller projects, such as painting accent walls and
replacing home decor items.
We will promote a smaller Glidden Brilliance paint size in order to
encourage smaller home decor projects.
Perceived value trumps pricing extremes: They do not want the
cheapest brand of paint because they know it is not the best value.
Through our partnership initiative with Better Homes and Gardens,
we will increase the perceived value of Glidden Brilliance paint.
Paint defines home decor: Many people believe that painting a
room or even a wall, is an essential step in the home decor process.
Create a need in the consumer’s mind by positioning paint with
home decor.
One-stop shopping outstrips color: Our targets define convenience
as being able to buy their paint and home decor in one place and
are willing to compromise on color choices to get their shopping
done in one trip.
We will use Walmart to our advantage by offering home decor
and paint in the same section with pre-selected color palettes.This
will make Glidden Brilliance a convenient home decor paint and
encourage consumers to complete paint purchases in-store.
Partnerships enhance perceptions: Our targets say that partnering
with a prominent home decor brand would raise awareness and
consideration in-store.
Our campaign will implement a home decor partnership with Better
Homes and Gardens which will be the key to success in improving
perception, raising awareness and increasing consideration in our
campaign.
Recommendation to keep the Think Tank
By continuing this group or a similar group, Glidden will
receive constant feedback from consumers who know
and understand their brand. The implementation of small
incentives will also build “influencers” within the community
and help the brand strive for “advocates”.

9. 8
Glidden has recently begun incorporating home decor in their
messaging. However, we feel partnering Walmart’s top quality paint,
Glidden Brilliance, with the retailer’s top quality home decor, Better
Homes and Gardens, will reinforce and leverage this combination of
products, strengthening both the brand and messaging.
Marketing Objectives
1. Raise consideration among our target markets by pairing Glidden
Brilliance with home decor items.
2. Drive purchase across all segments with targeted marketing,
communication, advertising and promotion of paint and home
decor.
3. Increase Glidden Brilliance paint sales in Walmart to surpass
ColorPlace paint sales.
4. Utilize Walmart and its resources as a medium to coordinate with
home decor.
strategy
Remind
• Remind our target markets that paint is a part of the home
decorating process
• Improve brand affinity by providing the target markets with
all of their home decor needs
• Encourage our target markets to prefer the Glidden brand
over ColorPlace
Persuade
• Persuade our target markets to purchase the Glidden paint
that fits their home decor
• Motivate our target markets to recommend the Glidden
paint brand to friends or family
• Reach our target audiences through media channels that
facilitate a conversation
Communication Objectives
Inform
• Inform our target markets of the Glidden brand in-store
• Educate them of the partnership between Glidden and
Better Homes and Gardens
• Ensure our target markets leave the store knowing Glidden
is a home decor paint brand

10. 9
home.
Tone and Manner
Heartwarming, real-life moments delivered in a
subtle manner.
Messaging
Consumers should purchase Glidden Brilliance
because it is the best quality paint in a location
that offers other variety of home decor options.
The Better Homes and Gardens brand has a
large presence in the Walmart home decor
department. Better Homes & Glidden is a
partnership that will position Glidden Brillance
as a home decor paint brand.
Better Homes and Gardens Partnership
Better Homes and Gardens and Glidden
Brilliance coexist within Walmart. Better Homes
and Gardens has a positive brand perception
and is already established as a home decor
authority. Pairing the two brands will strengthen
Glidden’s credibility in home decor and
consequently in paint as well. In addition, other
brands such as Benjamin Moore and Pottery
Barn are currently leveraging partnerships.
While that partnership speaks to a segment of a
higher income range, Glidden’s partnership with
Better Homes and Gardens will be available to
lower income segments.
Glidden will be there to integrate paint into
the home decorating process by providing the
consumer with a more complete picture of home
decorating and improvement.
Theme
Home decor is incomplete without paint and
the best decision any Walmart shopper can
make about home decor is to paint with Glidden
Brillance. With Better Homes & Glidden, home
decor starts and ends in Walmart: starting with
Glidden Brilliance paint and ending with a better
Home decor
paint.
begins with
Consumer Promise
Positioning

11. 10
Creative Strategy
To represent the partnership
that will drive our campaign,
we chose the imagery of a
red door. The red door is a
visual union of Better Homes
& Glidden. By bringing the
front door, a quintessential
symbol of home, together with
the Glidden red, we created a
visual motif for our campaign
that represents the fusion of
our brands, the movement of
Glidden into the decor space
and the importance of color in
making a house a home.
“Open the Door”
Campaign
The act of opening a door
represents different things
depending on who you are
and where you are in your life.
Our creative centers around
opening doors both literally and metaphorically. For a person
coming to the end of a long trip, opening a front door means a
return to a safe and familiar space. When a person moves into
a new home, they are opening the door to a new chapter of
their life.
To purchase Better Homes & Glidden is to open the door to
possibility, new beginnings, creative expression and home.
Creative
In-Store
Cart Redesign: A select number of carts will be painted a
variety of colors and will showcase our “Open the Door to...”
tagline on the handle.
Parking Lot Banner: Banners that feature
Better Homes & Glidden doors will hang
from light poles in Walmart parking lots.
This will provide a sneak peek into our
brand partnership.
Pop-up Showroom: Small showrooms will
be positioned outside of select Walmart
stores allowing consumers to interact with
the Better Homes & Glidden products.
Digital interaction via social media will
allow users to share the Better Homes
& Glidden experience with friends and
family.

12. 11
Department Merger: An aisle of Better Homes and Gardens
decor items paired with Glidden Brilliance colors will enhance
the visibility of the brand and solidify its partnership with home
decor.
Aisle Progression: Three consecutive ads will be placed within
an aisle showcasing the progression of a room’s decor makeover.
These will act as reminders of the possibilities offered by the
co-branded partnership.
Decor Swatches: Paint swatches in aisle will feature a full
color palette with matching Better Homes and Gardens decor
items. The swatches will provide a catalog detailing home decor
options, complementing the color palette.
Pens: Paint brush pens will be distributed to select Walmarts.
These will act as souvenirs and reminders of Glidden Brilliance’s
presence in Walmart.
Lanyards: Specially designed Better Homes & Glidden lanyards
will be given to employees and showroom visitors. This will
activate discussion with Walmart employees and customers on
the new synergy of the two brands.
Smart Network: This is Walmart’s network that reaches
consumers instore through digital display. Better Homes &
Glidden will promote products on the network.
Traditional
Spot Radio: 15-30 second radio spots will introduce the
partnership of the Better Homes & Glidden brands.

13. 12
Circular: Weekly circulars will introduce the Better Homes &
Glidden partnership and reinforce the idea of decor paint by
pairing a Glidden Brilliance color with a Better Homes and
Gardens item.
Guerilla: We will be placing our red door decals on select elevator
doors in major metropolitan markets. Once open, the inside of the
elevator will reveal decals created to simulate a room designed
with Better Homes & Glidden products.
Print: Peel back ads featuring red doors that will open to reveal
rooms furnished with Better Homes & Glidden. Personalized ads
will speak to the different segments.

14. 13
Digital
Augmented Reality App: Users will hold their mobile devices up
to one of three red doors placed in-store. Once a door is selected,
users will experience a virtual showroom. A can of Glidden
Brilliance paint will be hidden within each room. Once found, users
will receive a digital coupon for a Glidden Brilliance product. At
home, consumers will be able to see rooms designed with Glidden
Brilliance paint and Better Homes and Gardens decor. One door
will allow them to create and view their own Glidden “Brilliant
Space” with the items they saw in-store. Select items will display
product names and customer reviews.
Online Banner/Mobile Ads: These banners will feature our red
door, which will open to themed Better Homes & Glidden inspired
rooms. When clicked, users will be directed to the microsite.
Youtube/Hulu Pre-Roll: The videos will feature three unique
storylines of the “Open the Door” campaign.
8tracks.com Playlist: A list of songs selected for painting projects
will be featured on 8tracks. Painters will be able to choose their
mood and genre for songs to be played while painting and share
their playlist on social platforms.
Suggested names for Glidden playlists are:
• Segment 1: Lady in Red which will feature pop, country, and top
100 hits
• Segment 2: Our House which will feature contemporary, latin
hits, old skool hip hop, and smooth R&B
• Segment 3: Painting with Masters which would feature classic
rock, jazz, and 80’s hits and country
Digital Magazines: Users can change the color of the walls after the
door opens to customize the room to their liking.

15. 14
The United Service Organization (USO) is a
nonprofit that provides various forms of support
to members of the military and their families.
Through our research we have found American-
based companies supporting the military would
generate brand recognition and consideration.
Our Think Tank agrees
Together the USO and Better Homes & Glidden will help find and
organize home makeovers for soldiers returning from war. The
makeovers will be documented through the initial trip to Walmart
to the soldier’s return home. These stories will be shared across the
company’s social media platforms using #GliddenHomeComing.
Glidden red doors will be placed around soldiers’ hometowns as forms
of guerilla marketing. The doors will include QR codes that will allow
access to our augmented reality app. Through the app, consumers can
scan doors that reveal soldiers’ stories and home makeovers.
In addition to posters within the USO and Walmarts, press releases
about this initiative will be sent to the top 25 military spouse/mom
blogs such as The Meat and Potatoes Life and Deployment Diatribes.
Promotional marketing
Reaching Bloggers
We will also focus on home design, DIY and mommy blogs
providing them with free samples of Glidden Brilliance
paint for consumer review. These blogs would include:
POPSUGAR Home, Retro Mummy, Dormify and P.S. I
Made This.
Brilliance Foundation Scholarship Fund:
With every can of Brilliance paint sold, Glidden will
donate one dollar to a scholarship fund set up to assist
military veterans and families pursuing higher education.
Scholarship award winners will be featured on the Glidden
campaign microsite in conjunction with local media
exposure.

16. 15
Media
Digital
$1,115,000
To increase Glidden’s presence in the digital space, and
leave the door open for the campaign to expand nationally.
We will be implementing SEO, mobile technology, and
social media.
$100,000 Display/Rich Media Ads
Advertising networks will allow us to target our desired
audiences online. Undertone delivers more than 20,000
high-precision target audiences with high reach across the
web. Rising Stars ad platforms will be implemented.
$75,000 SEO/PPC
Forty-four percent of online shoppers begin by using a
search engine. SEO and Pay Per Click ensure that Glidden
and Walmart are synonymous with home decor and will
appear when users search specific keywords. This will drive
traffic to the microsite through paid and organic search.
$85,000 Mobile Ads
Nine out of ten respondents reported using their phones to
scour for deals, coupons and specials. Geotargeting near
Walmart locations will drive consumers to the microsite and
into Walmart. This tactic would target segment 1 and 2 who
use their phones most often.
$800,000 Digital/Traditional Magazine
Magazines have a high pass along value and vivid imagery
among segment 3. Interactive digital editions reach
segments 1 and 2. We will place ads in magazines such as:
Good Housekeeping, Better Homes and Gardens and Ser
Padres.
We chose our spot markets based on states and DMAs which index
over 100 for frequent Walmart shopping in all segments; with the
exception of California and New Mexico, which index extremely
high for Hispanic shoppers.
Strategy
Utilizing spot marketing through in-store promotions with a digital
focus that has potential to expand nationally and continue past 2014.
Tactics
Two-thirds of the media budget is allocated to creating a Glidden
brandscape through Walmart stores. One-third of the budget
is designated to national advertising to increase awareness and
correlate with the in-store changes.
In order to best utilize the budget, we will be targeting key DMAs
where segments shop more than 10 times in four weeks at Walmart.
Timing: May 2014- September 2014.
Spot Markets: A collaboration of the DMAs

17. 16
Social Media
$5,000 Allows the brand
to interact with consumers
on a moment to moment
basis. These interactions
will build brand equity
and legitimize brand
experience.
Promotes real-time
online discussions
between consumers
and the brand.
Will build the brand’s SEO
and encourage Google
“hangouts” with professionals
and the consumer.
Will drive referral
traffic while
increasing backlinks.
Vine is a 6-second video
sharing platform integrated
with Twitter. Will drive
traffic to our Twitter,
YouTube and microsite
through feedback links.
A cost efficient medium to
launch 15-30-second ads
targeted towards segments
1 and 2 on Hulu as well as
all segments on YouTube.
$100,000 8tracks.com
is a simple and free way
for people to share and
discover Glidden’s painting
playlist.
Microsite

18. $0 Newspaper
Walmart will feature Glidden Brilliance and matching home
decor once a month for the duration of our campaign in their FSI
Weekly ads.
$85,000 Spot Radio
Specifically for segment two, this medium reaches 95 percent of
Hispanics and African Americans ages 18-49 who listen for an
average of 14.5 hours per week.
$110,000 Gas Station Pump Ads
We found that 70 percent of participants recalled advertising
shown on the Gas Station TV network. Results from the study
also showed that an exceedingly high 50 percent of respondents
recalled one or more brands.
17
$6,200,000 In-Store
This will concentrate on Walmart stores that have a larger
product selection and heavier traffic.
Through secondary research we have found:
• 32 percent of 18-34 year olds
• 21 percent of 55-64 year olds
• 82 percent of Hispanics
...are more likely to make in-store purchase decisions in Walmart.
As the case study states, 120 million Americans are shopping in-
store. We will spend most of our budget in Walmart, hitting our
target segments with strong in-store advertising. Spending most
of our advertising dollars in a medium where our consumers are
shopping will increase consideration for purchases.
Traditional Advertising
$2,085,000
The traditional advertising we have chosen is essential to reach
our specific segments. We will reduce wasted ad dollars by
specifically targeting our spot markets to speak directly to our
audience.
$700,000 Guerilla
To create buzz around the new Better Homes & Glidden
partnership, we will be initiating guerilla marketing in select
metropolitan markets in: Los Angeles, Miami, Atlanta and
Chicago. This will generate millions of impressions.
$500,000 Coupons (in-store purchase)
Coupons for Glidden Brilliance printed on receipts when Better
Homes and Gardens items are purchased. Walmart shoppers are
33% more likely to use coupons when handed to them in store.
Sources: Simmons Data, Neilsen–Media Research
Shopper Marketing
Sales Promotion
Home Decor Bundles
Select home decor items will be discounted when purchased
with a Glidden Brilliance product. Promotional items will change
weekly. A tiered discount system will be used: 10 percent off
three items, 15 percent off four items and 20 percent off five or
more items.
Free Stencil with Purchase
To boost sales of Glidden Brilliance paint, we will include a
promotional pack of stencils free with purchase of any quart-size
can of Glidden Brilliance interior paint.

19. 18
Media Flowchart
TOTAL COST
IN-STORE PROMOTIONS $ 6,200,000
Shopping Carts, Banner/3D Doors,
Show Rooms, In-Store Aisles,
Augmented Reality App, Swatches,
Aisles Progression, Smart Network,
Banner Ads on Walmart.com, Ads
within Walmart App, Pens & Lanyards
TRADITIONAL $ 2,085,000
Guerilla $ 300,000
Magazine $ 800,000
Direct Mail $ 900,000
Radio $ 85,000
FSI $ -
DIGITAL $ 1,115,000
Facebook Ads $ 5,000
Pinterest $ -
Google+ $ -
Twitter $ -
Instagram $ -
Vine $ -
8tracks.com $ 100,000
Digital Magazine $ 200,000
Hulu $ 400,000
YouTube $ 40,000
Mobile App Ads $ 85,000
Gas Station Pre-Roll $ 110,000
Banner Ads/Rich Media $ 100,000
SEO $ 75,000
$ 9,400,000
$ 600,000
TOTAL COST
Contingency
MAY JUNE SEPTJULY AUG
Guerilla

20. 19
Measurements and Evaluations
MEASUREMENTs
Our goal is to maximize growth and stimulate healthy brand revenue for Glidden Brilliance. Measurement
and evaluation efforts will be conducted on a monthly basis to gauge effectiveness during the allocated
length of the campaign. This will allow the brand to make any adjustments in real-time to efficiently
reach our target consumers.
OBJECTIVES
EVALUATION
TECHNIQUES
DESIRED RESULTS
Expand in-store brand
awareness among Walmart
shoppers
Analyze the download
rates of in-store
coupons
Concept testing in the
Think Tank, continuous
testing through the ARS
Persuasion Method and
Brand Preference Monitor
Analyze brand messaging,
sales promotions and
purchase transactions of
paint and home decor
items together
Measure the digital
footprint through the
means of brand
engagement and sales
conversion
Stimulate in-store
purchase decisions and
interaction with the
digital platforms
Increase the market
share and top-of-mind
consideration of the
Glidden Billance brand
Effectively establish
Glidden as a home
decor paint brand
Create a social
community of brand
advocates
Establish brand preference
over leading competitors
Develop strong connection
between paint and home
decor
Increase the digital presence
of the Glidden Brillance brand

21. 20
Appendix
Simmons: (http://www.experian.com/simmons-research/simmons-consumer-research.
html)
Nielsen: (http://www.nielsen.com/us/en.html)
Local Television Market Universe Estimates
Walmart Geographic Breakdown (Hispanic Shoppers)
Walmart Geographic Breakdown
Walmart Geographic Breakdown by State
Walmart Geographic Breakdown (45-64)
Walmart Geographic Breakdown (18-34)
Funding Universe: http://www.fundinguniverse.com/company-histories/the-glidden-
company-history/
Post Gazette: http://www.post-gazette.com/stories/business/news/ppg-to-acquire-
piece-of-akzonobel-in-105-billion-transaction-666357/
Cleveland: http://www.cleveland.com/business/index.ssf/2012/12/akzo_nobel_sells_
glidden_and_r_1.html#incart_river
Experian Marketing Service Case Study: The New American Consumer: State of the
Hispanic Consumer Marketplace
Mintel Oxygen Reports:
DIY Retailing 2012: http://academic.mintel.com.ezproxy.lib.usf.edu/
display/590085/?highlight=true
Home Improvement 2011: http://academic.mintel.com.ezproxy.lib.usf.edu/
display/542833/?highlight=true
Bed and Bath Linens January 2013: http://academic.mintel.com.ezproxy.lib.usf.edu/
display/637567/?highlight=true
Shopping for Home Décor April 2012: http://academic.mintel.com.ezproxy.lib.usf.edu/
display/590324/?highlight=true
Furniture Retailing August 2012: http://academic.mintel.com.ezproxy.lib.usf.edu/
display/590657/?highlight=true
The Budget Shopper June 2012: http://academic.mintel.com.ezproxy.lib.usf.edu/
display/590587/?highlight=true
U.S. Census Bureau (http://www.census.gov)
http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml
Websites:
Colour Lovers: www.Colourlovers.com
Green Your Decor: www.GreenYourDecor.com
Censtational Girl: www.CenstationalGirl.com
Blogs:
POPSUGAR Home: http://www.popsugar.com/author/POPSUGAR+Home
Retro Mummy: http://retromummy.com/
Dormify: http://www.dormify.com/
P.S.- I Made This: http://psimadethis.com/
Walmart.com: http://www.walmart.com/c/walmart-mobile-infographic.html
Apartment Guide: http://www.apartmentguide.com/blog/find-the-right-color-
combination-for-you-and-your-space/
Blog Homes: http://blog.homes.com/2012/04/learn-to-paint-like-a-pro-with-this-
infographic/
Color Budz: http://www.colorbudz.com/2012/01/paint-prices-per-gallonmajor-brands-
infographic/
Infographic List:
http://infographiclist.com/2012/04/27/national-painting-week-infographic/
http://infographiclist.com/2012/02/14/have-an-interest-in-pinterest-infographic/
http://infographiclist.com/2012/03/05/diy-website-review-infographic/
http://infographiclist.com/2012/04/04/2012-hispanic-mobile-consumer-trends-
infographic/
Nerd Graphics: http://nerdgraphics.com/what-colors-to-paint-your-home-infographic/
The Logo Company: http://thelogocompany.net/blog/logo-design/diy-logo-design-top-
tips/
Edudemic: http://edudemic.com/2012/08/diy-infographics/
Curbly: http://www.curbly.com/users/diy-maven/posts/13995-the-4-things-home-
buyers-want-infographic
Boost Advertising: http://boostadvertising.com/news/our-own-mobile-infographic
Neolane: http://blog.neolane.com/mobile-marketing-2/mobile-application/
Media Cache: http://media-cache-ec5.pinterest.com/originals/a5/4b/ef/
a54befed2a1f06db5acb062d50d5aa22.jpg
Strategy
Director-Jessica McLemore
Steven Kelly
Drew Senesac
Susanne Stafford
Media
Director-Natalie Green
Raneshia Lawrence
Brandon Schuster
Taylor Katcher
Creative
Director-Max Dempster
Diana Aguilar-Flores
Eduarda Castro
Carmen Davis
Bobbie Jo Stuff
Amanda Vinson
Account
Director-Kristen D’Agostino
Amber Stickel
Chelsea O’Neil
Team Members
Advisor
Carol Pilon Osborne