SlideShare una empresa de Scribd logo
1 de 24
Glidden at Walmart - NSAC 2013
Glidden at Walmart - NSAC 2013
Executive Summary
The United States paint and primer market consists largely of active do-it-yourself consumers.
These DIYers not only paint for maintenance, but they paint to be able to say that they
completed a project independently. Glidden paint will empower these consumers to complete
their personal projects with ease, convenience and value. With placement in Walmart stores
nationwide, Glidden is able to target shoppers seeking value in a one-stop shop.
SPARK Advertising will not only increase consideration and awareness of Glidden paint in
Walmart, but will create a campaign that will effectively sell more gallons of Glidden Brilliance
to Walmart shoppers. SPARK will empower DIYers to make their paint purchases at Walmart by
creating the desire to take on any project and make it their own. We want them to experience it.
bright, creative individuals who elevate brands by connecting them with
their audience. After all, the best ideas start with a spark.
19We
Are
ResearchCreativeActivationMedia
2
7
12
16
Our Mission: To unify our passion with your goals to build powerful campaigns.
Agency Identity
Economic Forces
2-Research
Situational Analysis
Research
Competitive
F o r c e s
• Paint market is highly saturated with multiple brands
• Paint companies have recently increased advertising and created highly competitive campaigns
• Major home improvement stores develop or partner with major paint brands
Socio-Cultural
F o r c e s
• “Great Recession” has accelerated the popularity of DIY home improvement
• DIY culture is emerging as a fashionable form of personal expression
• Online community provides project inspiration and support for modern DIYers
E c o n o m i c
F o r c e s
• U.S. economy and housing sector are steadily recovering
• Market value forecast for paint shows 10.9% growth over the next three years
• Raw materials in paint are subject to fluctuating market prices
Technological
F o r c e s
• In-store mixers allow paint to be mixed quickly, efficiently and in any color the consumer desires
• Smartphones allow users to share projects, give or receive advice and explore paint brand options
• Paint consumers utilize the Internet community as a source for inspiration and advice
L e g a l
F o r c e s
• Variable Organic Compound (VOCs) levels are regulated by state and federal law
• Toxic Substances Control Act has strict regulations that cause mandatory production expenses
• Landlords often have strict “no paint” clauses in lease agreements
Research-3
Competitor Analysis
Clark + Kensington
• Targets women 25 - 44
• Exclusive paint of Ace Hardware
• Links color selection to mood, 	
emotion and relationships with 	
“Find Your Soul Paint” ads
• Paint dries in half the time as 	
conventional paint
Valspar
• Targets “Makeover Mavens”
• Strongly affiliated with
Lowe’s
• 24/7 personalized service
with Valspar ConnectLive
• National Paint sponsor of 	 	
Habitat for Humanity
Behr
• Targets the professional
painter influencing
homeowners’ perceptions
• Exclusive to Home Depot since 	
1978
• Number one interior paint brand	
in consumers’ minds
• Very active on social media, 	
posting frequently on Facebook	
and Twitter
olympic
• Targets young families
• Exclusive to Lowe’s
• Effective use of social media,
specifically the YouTube
channel
• Perceived as a premium paint
at an affordable price
SWOT Analysis
Strengths
• Most reasonably priced among
premium paint competitors
• Substantial distribution through 		
Walmart
• Only 2-in-1 paint and primer
product available at Walmart
• Available at convenient locations
that offer one-stop shopping
• Mixer technology allows for full
spectrum color personalization
Weaknesses
• Walmart shows inconsistent
customer service and paint
knowledge that a home
improvement store may have
• A low percentage of DIYers
consider Walmart and Glidden
when buying paint
• Paint quality is rated low by some
users
• Glidden suffers from a low recall
rate among consumers
Opportunities
• Use innovative technology to
create in-store displays that
engage people
• Take advantage of foot traffic in
Walmart
• Guide new generation of renters
and homeowners who are seeking
advice
• Use strong social media strategy
to connect with audience
Threats
• Outspent by competitors in
advertising
• Paint and primer combined has
become an industry-wide trend
• Walmart’s ColorPlace is the less
expensive option at a price
sensitive store
• Decline of paint sales due to
economic recession and reduction
in new construction
half hour in-depth interviews
crossing all target markets
quantifiable survey responses
from all regions of the continental U.S.
Secondary Research
Research Methods
To best understand attitudes associated with the
Glidden brand, Walmart experience and target
markets, we researched blogs, the Walmart
website, Glidden and competitor websites.
Primary Research
032
720
objectives
1. What does DIY mean to young renters, young
families and older shoppers?
2. What are the unifying motivations of
all three target markets?
3. What are target markets’ current perceptions of
Glidden at Walmart?
4-Research
Walmart superstores visited
paint shopping experiences013
personal painting stories
from all three target markets028
hours of painting experience
volunteering at a local reuse center048
What Social
Causes Do They
Believe In?
education
environment
healthcare
disaster Relief
Urban Decay
35%
31%
26%
8%
1%
Target Market
25-34 year olds
45-64 year olds35-44 year olds
Technophiliac
Renter
Inspired Artist
Inexperienced Painter
Internet Savvy
Blog Lover
Budget
Constrained Prefers to
make rather
than buy
Two-person
household
Unaware
of Paint at
Walmart
Upkeeper
Technophobic
Practiced Painter
Empty Nester
Community
Oriented
Religious
Home Owner
Family Oriented
Comfortable Painter
Crafter
Extraordinaire
Young Kids
Famil
yDIY Dabblers
Wise DIYVe
terans
Millennial DIY Newbies
Research-5
Key Insight
Education initiatives will
resonate across target
markets.
}
6-Research
Insights
I didn’t know that Wal-Mart mixes
paint. If I could get paint at Walmart,
why would I go somewhere else? It’s
a waste of gas, time, and effort.
“
”
“
”
Homeis the centerof your world.
Making your home.
Transforming your home.
Caring for your home.
“
”
The beginning and end is really the
fun part- finding inspiration, borrowing
ideas, buying things for your vision.
I like that [Walmart] is cheaper
than all the other options. I can
get everything we need for our
weekly shopping and we can pick
something up like picture frames
while we’re there.
Creative-7
Creative
Bring
Home
The Big Idea Our Reason
To Believe:
We can’t change Walmart, but what we can
do is transform the perception of the Glidden
paint brand: the paint that gets you going
when you’re inspired to paint a bookshelf for
your daughter’s birthday, when you finally find
the time to redo the kitchen walls and when
you have everything going on in the world
and find solace in your home.
We’re telling a story within reach to each
target audience. Our executions encapsulate
their story and provide tangible solutions
to transform their space with esteem and
ownership.
We help consumers see possibilities for
their home. Framed with the visual, you see
the DIY journey in Walmart as a holistic
experience.
Whether you’re making, transforming or
maintaining your home you can
bring it home with Glidden paint at
Walmart.
It
Bring it Home empowers DIYers to begin their paint journey.
Whatever the project, from creative expression to household
upkeep, Glidden Brilliance gives your home the transformation it
deserves. With quality paint sold at Walmart, you can complete
a project you’re proud of without compromising value.
It’s all here-your vision and the means to realize it.
I think DIY projects are great because if
there’s something you admire, and have
inspiration for, you can recreate it with your
own spin on it. You can take something that’s
out of reach for you and make it happen.
”
“
-Renter, 26-year-old, Georgia
8-Creative
Print Advertisements
creative-9
Direct Mail
Holographic imaging will be used to set this direct mail piece
apart from the rest.
Storyboard"
Location: Nursery
POV: Backs of parents painting
Camera: Wide angle lens
Location: The finished nursery
POV: Profile shot of room and
parents.
Camera: Wide angle lens
Location: Nursery
POV: Furniture inches back into
room in stop motion.
Camera: Wide angle lens
Location: Nursery
POV: Straight shot, parents are
with baby, family is complete.
Camera: Wide angle lens
Location: Conveyor belt
POV: Reveal that our family is
inside clear paint can.
Camera: Zoom out so can is now
visible
Location: Conveyor belt
POV: Glidden label is shown in
stop motion, label peels back
onto the clear can with family
inside.
Camera: Wide angle lens
10-Creative
“the nursery”
• 15-second spot shot in stop motion
• Musical undertones by Barry Louis Polisar’s “With a 	 	
Giggle and a Hug and a Tickle and a Kiss”
• Overall tone conveys a whimsical and upbeat feeling
production notes
Online
Banner advertising
Organic Advertising
Use SEO to influence Google's image search to create an organic advertisement
Animated banner advertisements will attract clicks all over the web
Creative-11
Brand Activation
CANoramas will be created to illustrate how Glidden paint can transform
a room and spark inspiration. CANoramas are transparent paint cans with
miniature furniture and a wall painted in a Glidden Brilliance color.
CANpaigns
• 12 CANoramas will be displayed in the baby, furniture, home
decor and home improvement departments of Walmart stores
nationwide.
• Each can will have a specific code that Walmart shoppers can
text for a chance to win 1 of 20 room makeovers.
• Participants who submit a non-winning code will have the ability to
claim a Glidden Brilliance paint tester, driving shoppers to the
paint department.
• Throughout the campaign, there will be two winners announced
every other week and the sweepstakes will be covered by
Glidden’s social platforms.
• The tour will be a weekly pop-up event in outdoor city centers within our 15 KMAs.
• Glidden will travel to each city with a giant, acrylic glass paint can, featuring a digital display
wall and furnishings from Walmart.
• Pedestrians will be able to enter the can and choose from five buttons representing Glidden
Brilliance colors (ex: a “Cool Off” button activates Glidden’s Lemon Ice paint color).
• Participants will then watch a ghost paint roller paint the digital wall in the selected color.
• Onlookers, as well as participants, will share their unique experiences via social media and
attract earned media opportunities and impressions.
• Popular, local bands will provide music for each event while Glidden ambassadors will 	
hand out coupons for 10% off Glidden Brilliance at Walmart. Refreshments representing the
Glidden Brilliance Collection, such as Lemon Ice slushies, will be provided.
Glidden Brilliance Hometown Tour
“Bring It Home” Glidden Sweepstakes
12-Activation
Paint Counter Additions
The Walmart cloud-based CRM
database will help Glidden consumers
keep track of their favorite paint colors.
Employees will also attach a color
reminder label, which will include a
coupon for 10% off Glidden Brilliance
paint at Walmart.
ACTIVATION-13
In- store
Partnerships
• Walmart stores will provide an opportunity for
consumers to donate leftover Glidden paint or
recycle used paint cans.
• Through a partnership with City Year-an
education-focused non-profit organization-
Glidden will fill the donated paint cans, enabling
City Year to paint local schools.
“Bring It From Home”
to City Year Program
Glidden Brings Home
to Make-a-Wish
Tablet stationsGlidden seeks to create more
consistency in customer service by
placing one Android tablet in each
Walmart paint department. Tablets will
promote the Bring It Home microsite,
Glidden app, painting FAQs and feature
a customer service help button.
faq bOOKLETs
Walmart shoppers and
employees who prefer to learn
more about Glidden from a
tangible source can use this
to read about simple DIY tips.
The booklet will be located at
the Walmart paint counter.
SignageThere will be two 18”x24” standing
signs placed at the Home & Living
entrance and painting sections of each
Walmart. Each sign will highlight how to
participate in the Bring it From Home
to City Year program and the Bring it
Home sweepstakes.
Glidden will offer hospital room makeovers
for children involved with the Make-A-Wish
Foundation. Children will design their rooms
using Glidden colors and Walmart toys to make
hospital rooms feel like home.
Social Media
BringItHome.com
This microsite will allow
DIYers to explore different
projects and pre-order
paint supplies for pickup
at their local Walmart.
• The microsite will feature
webcam swipe
technology, providing
step-by-step guidance
for messy hands. This
responsive design allows
users to move through
the steps of their project
with the wave of a hand.
Glidden will expand its current mobile app by including an
augmented reality feature. Users will be able to take a
photo of any room or desired object and digitally paint it
using Glidden’s color palette.
Glidden App
Feature
Glidden will pin step-by-step art
projects including before-and-after
photos on Pinterest. My Colortopia
influencers will curate Glidden pin
boards bi-monthly.
Glidden will utilize like-gating to offer a
coupon to new fans for 10% off Glidden
Brilliance at Walmart. Fans can also
play the Bring it Home Facebook game
in which they can create their own
CANoramas to share with friends. One
fan-made can will be featured each
week on the Glidden Facebook.
Glidden’s channel will feature videos of:
• Step-by-step painting tutorials
• The Glidden Brilliance Hometown Tour
• Follow-up videos from Make-a-Wish
and City Year
By using #BringItHome, DIY influencers
and followers can participate in
discussions about projects and local
creative events.
Glidden will post a “30 Day Challenge”
each month to inspire DIYers to create
and share new projects on Instagram.
Glidden will help to complete the DIY
experience by sponsoring a Spotify
playlist with the perfect music for
painting.
14-Activation
•
Flow Chart
Budget
ACTIVATION-15
Media
• Achieve marketing goals within a $10 million budget
• Launch a five-month campaign, May 2014 - September 2014, with flexibility to 		
extend throughout the year
• Achieve an effective reach of 80% with an effective frequency of 5
• Use a dynamic combination of traditional and non-traditional media to spark 	
awareness and increase consideration within the 3 target segments
Key Market Areas Budget
• Little Rock, AR
• Oklahoma City, OK
• Wichita, KS
• Jackson, MS
• Birmingham, AL
• Kansas City, MO
• Charleston, WV
• Lexington, KY
• Baton Rouge, LA
• Des Moines, IA
• Knoxville, TN
• Omaha, NE
• Columbia, SC
• Indianapolis, IN
• San Antonio, TX
Objectives
• Implement a strong pulsing and flighting media plan for “Bring It Home” campaign
• Support brand activation strategy
• Place additional media weight on key market areas
Media
Strategy
16-Media
Media-17
Online Media
Search
click
Share
SEM:
DIYers are always looking for advice and inspiration.
Using YouTube, organic SEO, and Google AdWords, we
will target DIYers in the midst of their search. AdRoll
will retarget users even after they leave paint-related
websites.
Targeted Lifestyle Websites:
Painting behavior is dependent upon inspiration, pricing and fair weather
conditions. Therefore, we will purchase ad space on BlogHer.com,
Facebook.com, Coupons.com and Weather.com.
Media Websites:
Media websites will extend the traditional media buy
with networks that will further integrate the campaign.
AmericanBaby.com, CountryLiving.com,
Parents.com, HouseBeautiful.com, TLC.com,
AETV.com, History.com
Blogs:
Blog presence will serve as an important outlet to reach key influencers in the
DIY community. Additionally, our research shows that the targets look to blogs
for advice and inspiration. We will purchase ad space and sponsored posts on
influential DIYer websites:
Cocoon Home Design, Bower Power Blog, Centsational Girl,
Making it Lovely, The Inspired Room, Ana White, A Beautiful
Mess, In My Own Style, Brooklyn Limestone, Living with Lindsay
Partnering with the Walmart Smart Network will align the Glidden
brand with an audience at a time where point-of-purchase decisions
are made. Through strategic placement, 15-second commercials
running 10x per hour, in 2,900 stores will gain 140 million impressions
each week throughout the five-month campaign.
Direct mail advertisements resonate with all target
segments, which are 32% more likely to be interested in
ads mailed to their home. These lenticular (holographic),
customized direct mailers will kick-start the campaign
before Memorial Day weekend and again before the
July 4th holiday. The mailers will be sent to residents
within a seven-mile radius of Walmart stores in the
key market areas. Additionally, mailings will be sent
specifically to new movers in the key market areas
during America’s peak moving months, June and July.
New mover mailings will provide recipients with coupon
incentives to purchase Glidden paint in Walmart stores.
Full-color, one-page ads will run on a pulsing schedule in two different
magazine packages: Style & Design and Family. We chose these
packages because they capture the interests and geographic areas of
all three segments. The Style & Design package focuses on segments
one and three and the Family package focuses on segment two.
In-Store Direct Mail
Magazines
Notable Indicies
• American Baby – 298
• Parents – 215
• This Old House – 176
• House Beautiful – 160
Style & Design Package:Family Package:
• American Baby
• Parenting
• Family Fun
• Parents
• Country Living
• Real Simple
• Elle Decor
• This Old House
• House Beautiful
• Traditional Home
• More
Executions
18-Media
Advertising on cable networks will allow for the
segmentation of each of our three audiences.
With placements on TLC, A&E and The History
Channel, we will reach our audience on networks
that inspire creativity and go beyond basic design
and home improvement content. We will place
15-second commercials throughout the duration
of our campaign on the following shows.
TV
• American Pickers
• American Restoration
• Flip this House
• Hoarders
• Four Houses
• Say Yes to the Dress
Media-19
Flow Chart
Cost
Cable	
  TV Impressions 583,350.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Four	
  Houses 23,400,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   74,750.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Say	
  Yes	
  to	
  the	
  Dress 31,130,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   94,500.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Hoarders 37,360,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   109,900.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
American	
  Pickers 34,900,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   102,500.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Flip	
  this	
  House 29,270,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   86,100.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
American	
  RestoraMon 41,300,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   115,600.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Online Impressions 968,422.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
SEM:
	
  	
  	
  	
  	
  	
  YouTube	
   500,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   150,000.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  Organic	
  SEO 130,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   $48,350
	
  	
  	
  	
  	
  	
  AdRoll 2,285,710	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   4,000.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  Google	
  Adwords 1,912,500	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   125,000.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Blogs:
	
  	
  	
  	
  	
  	
  Cocoon	
  Home	
  Design 10,000,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,750.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  Bower	
  Power	
  Blog	
  (Sponsored	
  Post) 2,000,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,000.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  CentsaMonal	
  Girl 4,500,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,250.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  Making	
  it	
  Lovely	
   500,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,480.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  The	
  Inspired	
  Room 351,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,185.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  Ana	
  White	
   46,446	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,170.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  A	
  BeauMful	
  Mess	
   25,000,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   2,176.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  In	
  My	
  Own	
  Style	
   21,001	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   750.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  Brooklyn	
  Limestone	
   3,114	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   565.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  Living	
  with	
  Lindsay 6,343	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   425.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Websites:
	
  	
  	
  	
  	
  Weather.com 157,500,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   2,500.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  Facebook.com	
  (Sponsored	
  Post) 512,550	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   3,060.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  Blogher.com 6,353,770	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   25,625.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  Coupons.com 82,109,800	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   126,275.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  TLC.com 60,676,500	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   89,650.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  AETV.com 90,748,000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   92,890.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  History.com 23,667,700	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   87,260.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  HousebeauMful.com 11,179,100	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   55,360.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  CountryLiving.com 9,563,740	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   48,456.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  AmericanBaby.com 10,567,090	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   52,575.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  Parents.com 8,942,400	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   45,670.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Magazines Impressions 1,145,940.00$	
  	
  	
  	
  	
  	
  
Style	
  &	
  Design	
  Package: 10,696,200	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   552,910.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  Country	
  Living -­‐ -­‐
	
  	
  	
  	
  	
  	
  Real	
  Simple -­‐ -­‐
	
  	
  	
  	
  	
  	
  Elle	
  Décor -­‐ -­‐
	
  	
  	
  	
  	
  	
  This	
  Old	
  House -­‐ -­‐
	
  	
  	
  	
  	
  	
  House	
  BeauMful -­‐ -­‐
	
  	
  	
  	
  	
  	
  TradiMonal	
  Home -­‐ -­‐
	
  	
  	
  	
  	
  	
  More -­‐ -­‐
Family	
  Package: 12,426,200	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   593,030.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  American	
  Baby -­‐ -­‐
	
  	
  	
  	
  	
  	
  ParenMng -­‐ -­‐
	
  	
  	
  	
  	
  	
  Family	
  Fun -­‐ -­‐
	
  	
  	
  	
  	
  	
  Parents -­‐ -­‐
Direct	
  Mail Impressions 429,880.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
New	
  Mover	
  Mailings 303,672	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   120,000.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  Customized	
  Self-­‐Mailers 1,235,820	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   309,880.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
In	
  Store	
   Impressions 472,400.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Walmart	
  Smart	
  Network 3,765,000,000	
  	
  	
  	
  	
  	
   472,400.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
ProducMon 400,000.00$	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Total 3,999,992.00$	
  	
  	
  	
  	
  	
  
Campaign	
  Flow	
  Chart	
  and	
  Budget
May June July Aug Sept
Objectives
evaluation-20
Evaluation
75% Awareness 7.5% Purchase30% Consideration
To follow-up with our target markets, we
will conduct additional research throughout
the campaign. Our goal is to see if not only
awareness and consideration of the paint
department at Walmart has increased,
but specifically awareness of the Glidden
Brilliance Collection. To measure the
overall success of our campaign, we
suggest that Glidden further explore the
customer experience at Walmart through
in-store surveys and follow-up experiential
surveys through email. In addition to
this experiential survey information, we
recommend that Glidden track the use
of the FAQ Booklet at the Walmart paint
department to see if this additional
information helped to better the shopping
experience for customers.
Follow-up ResearchIncrease brand awareness at walmart
	 • Evaluation
		 • Monitor website traffic from microsite, social media metrics and follow-up surveys.
	 • Results
		 • Increased website traffic, social media following and app download.
Increase consideration at walmart
	 • Evaluation
		 • Record increased number of paint testers distributed, track response from SMS 		
		 text message campaign and log use of tablet stations at in store displays.
	 • Results
		 • Increased sales of Glidden at Walmart and increased consumer engagement.
Drive Purchase at walmart
	 • Evaluation
		 • Quantify redemption of Glidden coupons from Facebook “like-gating”, paint lid 		
		 labels and those distributed during the Glidden Home Town Tour.
	 • Results
		 • Increased sales, additional repeat customer sales from coupons placed on 		
		 Glidden lids during promotional period.
Co Chairs:
Rachel Heiss
Darren McGee
Faculty Advisor:
Scott Hamula
Directors:
Erin Irby, Account Planning
MollyRose Mendell, Brand Activation
Kelly Singleton, Creative Art
Jen Donato, Creative Copy
Perri Rumstein, Media
David Goldstein, Production
Our Amazing Team:
Samantha Buck
Courtney Ellis
Lauren Ervin
Nicole Hilton
Michael Isabella
Sara Martin
Carolyn Mohn
Marc Phillips
Victoria Probert
Katherine Shaw
Tyler Tuttle
Endless thanks to:
Arhlene Flowers
Kurt Komaromi
Cathy Michael
Adam Peruta
Bill Ressler
Jake Lifschultz & Sam Schnorr
Ithaca College Print Shop
Park School of Communications
Finger Lakes Reuse
Bobby Hazard
Howard & Helen Hogan Fund
Coffee & Donuts
& all the individuals who shared
their time and brilliant ideas
sources:
Mediamark Research & Intelligence, Scarborough Research, Radio Advertising
Bureau Reports, Nielsen Media Research, Quantcast, Consumer Reports: 2013
Buyers Guide, Ad Age Demographics of Retail:The People of Walmart, Business
Source Premier: U.S. Paint & Coating Manufacturing Industry Report, "Work in
Progress: The Rise in DIY" JWT Trendletter, U.S. Census Data, AAF NSAC Case
Study, Techcast, Mashable, Facebook Graph Search
credits
Glidden at Walmart - NSAC 2013

Más contenido relacionado

Destacado

Tui itc hotel botánico
Tui itc hotel botánicoTui itc hotel botánico
Tui itc hotel botánicoRED CIDE Cide
 
Welcome to central web power point
Welcome to central web power pointWelcome to central web power point
Welcome to central web power pointCentral Elementary
 
PresentacióN Adaptamos Group 2008
PresentacióN Adaptamos Group 2008PresentacióN Adaptamos Group 2008
PresentacióN Adaptamos Group 2008adaptamosgroup
 
Llaqta Runaq Rimariynin - Junio 2014
Llaqta Runaq Rimariynin - Junio 2014Llaqta Runaq Rimariynin - Junio 2014
Llaqta Runaq Rimariynin - Junio 2014LlaqtaRunaq
 
Andrea carolina vargas y miguelangelvargas cardona
Andrea carolina vargas y miguelangelvargas cardonaAndrea carolina vargas y miguelangelvargas cardona
Andrea carolina vargas y miguelangelvargas cardonamiguel956832
 
Moje první aplikace v Symfony 3 + překvapení (4. sraz přátel Symfony v Praze)
Moje první aplikace v Symfony 3 + překvapení (4. sraz přátel Symfony v Praze)Moje první aplikace v Symfony 3 + překvapení (4. sraz přátel Symfony v Praze)
Moje první aplikace v Symfony 3 + překvapení (4. sraz přátel Symfony v Praze)Martin Zeman
 
Correveidile 2012.
Correveidile 2012.Correveidile 2012.
Correveidile 2012.José María
 
Bä-Attestation de reussite Monsieur Romain SALESSES (1) 2
Bä-Attestation de reussite Monsieur Romain SALESSES (1) 2Bä-Attestation de reussite Monsieur Romain SALESSES (1) 2
Bä-Attestation de reussite Monsieur Romain SALESSES (1) 2Romain Salesses
 
Ubyquo tutorial primeros pasos
Ubyquo tutorial primeros pasosUbyquo tutorial primeros pasos
Ubyquo tutorial primeros pasosUBYQUO
 
Informáguajilin
InformáguajilinInformáguajilin
Informáguajilinlinary
 
Diagnostico del modelo de competencias de la fundacion de beneficiencia hogar...
Diagnostico del modelo de competencias de la fundacion de beneficiencia hogar...Diagnostico del modelo de competencias de la fundacion de beneficiencia hogar...
Diagnostico del modelo de competencias de la fundacion de beneficiencia hogar...Marco Nazel
 
Gráficos comparativos
Gráficos comparativosGráficos comparativos
Gráficos comparativosJUE26
 
Relaunch Nestle MILO
Relaunch Nestle MILORelaunch Nestle MILO
Relaunch Nestle MILOSony Mathews
 
Nch 409 1.of. 84 agua potable
Nch 409 1.of. 84 agua potableNch 409 1.of. 84 agua potable
Nch 409 1.of. 84 agua potableANDRES TERRADA
 
Catálogo CSP Basque Country 2016
Catálogo CSP Basque Country 2016Catálogo CSP Basque Country 2016
Catálogo CSP Basque Country 2016Cluster_Energia
 

Destacado (20)

Tui itc hotel botánico
Tui itc hotel botánicoTui itc hotel botánico
Tui itc hotel botánico
 
Welcome to central web power point
Welcome to central web power pointWelcome to central web power point
Welcome to central web power point
 
PresentacióN Adaptamos Group 2008
PresentacióN Adaptamos Group 2008PresentacióN Adaptamos Group 2008
PresentacióN Adaptamos Group 2008
 
Llaqta Runaq Rimariynin - Junio 2014
Llaqta Runaq Rimariynin - Junio 2014Llaqta Runaq Rimariynin - Junio 2014
Llaqta Runaq Rimariynin - Junio 2014
 
Andrea carolina vargas y miguelangelvargas cardona
Andrea carolina vargas y miguelangelvargas cardonaAndrea carolina vargas y miguelangelvargas cardona
Andrea carolina vargas y miguelangelvargas cardona
 
Perfil kenia
Perfil keniaPerfil kenia
Perfil kenia
 
Guia de Organos de Participacion Ciudadana
Guia de Organos de Participacion CiudadanaGuia de Organos de Participacion Ciudadana
Guia de Organos de Participacion Ciudadana
 
Moje první aplikace v Symfony 3 + překvapení (4. sraz přátel Symfony v Praze)
Moje první aplikace v Symfony 3 + překvapení (4. sraz přátel Symfony v Praze)Moje první aplikace v Symfony 3 + překvapení (4. sraz přátel Symfony v Praze)
Moje první aplikace v Symfony 3 + překvapení (4. sraz přátel Symfony v Praze)
 
Josep el betlem
Josep el betlemJosep el betlem
Josep el betlem
 
Correveidile 2012.
Correveidile 2012.Correveidile 2012.
Correveidile 2012.
 
Bä-Attestation de reussite Monsieur Romain SALESSES (1) 2
Bä-Attestation de reussite Monsieur Romain SALESSES (1) 2Bä-Attestation de reussite Monsieur Romain SALESSES (1) 2
Bä-Attestation de reussite Monsieur Romain SALESSES (1) 2
 
Ubyquo tutorial primeros pasos
Ubyquo tutorial primeros pasosUbyquo tutorial primeros pasos
Ubyquo tutorial primeros pasos
 
Informáguajilin
InformáguajilinInformáguajilin
Informáguajilin
 
Diagnostico del modelo de competencias de la fundacion de beneficiencia hogar...
Diagnostico del modelo de competencias de la fundacion de beneficiencia hogar...Diagnostico del modelo de competencias de la fundacion de beneficiencia hogar...
Diagnostico del modelo de competencias de la fundacion de beneficiencia hogar...
 
Gráficos comparativos
Gráficos comparativosGráficos comparativos
Gráficos comparativos
 
Relaunch Nestle MILO
Relaunch Nestle MILORelaunch Nestle MILO
Relaunch Nestle MILO
 
Nch 409 1.of. 84 agua potable
Nch 409 1.of. 84 agua potableNch 409 1.of. 84 agua potable
Nch 409 1.of. 84 agua potable
 
¿Qué es una campaña electoral?
¿Qué es una campaña electoral?¿Qué es una campaña electoral?
¿Qué es una campaña electoral?
 
Catálogo CSP Basque Country 2016
Catálogo CSP Basque Country 2016Catálogo CSP Basque Country 2016
Catálogo CSP Basque Country 2016
 
refrigeradoras comerciales
refrigeradoras comerciales refrigeradoras comerciales
refrigeradoras comerciales
 

Similar a Glidden at Walmart - NSAC 2013

Glidden Ad Campaign
Glidden Ad CampaignGlidden Ad Campaign
Glidden Ad Campaignkatiejoyshaw
 
GWU2013企划书
GWU2013企划书GWU2013企划书
GWU2013企划书Daphne Wang
 
Glidden Perfect Match Campaign - 2013 National Student Advertising Competition
Glidden Perfect Match Campaign - 2013 National Student Advertising CompetitionGlidden Perfect Match Campaign - 2013 National Student Advertising Competition
Glidden Perfect Match Campaign - 2013 National Student Advertising CompetitionSara Shumpert
 
Arrowhead Advertising 2013
Arrowhead Advertising 2013Arrowhead Advertising 2013
Arrowhead Advertising 2013Katie Dyer
 
Glidden Paint Advertising Plan
Glidden Paint Advertising PlanGlidden Paint Advertising Plan
Glidden Paint Advertising PlanJulia Kohn
 
NSAC Planbook 2013
NSAC Planbook 2013NSAC Planbook 2013
NSAC Planbook 2013CaseCarp
 
NSAC 2013 District 11 Montana State Submission
NSAC 2013 District 11 Montana State Submission NSAC 2013 District 11 Montana State Submission
NSAC 2013 District 11 Montana State Submission Corbin Hutchinson
 
NSAC Glidden Presentation
NSAC Glidden Presentation NSAC Glidden Presentation
NSAC Glidden Presentation Meagan Taylor
 
Branding Challenge - Asian Paints
Branding Challenge - Asian PaintsBranding Challenge - Asian Paints
Branding Challenge - Asian PaintsKaran Chhabra
 
Glidden_Powerpoint_Team2 (2)
Glidden_Powerpoint_Team2 (2)Glidden_Powerpoint_Team2 (2)
Glidden_Powerpoint_Team2 (2)Karilla Dyer
 
Silver-Sweeper-Plansbook-pages
Silver-Sweeper-Plansbook-pagesSilver-Sweeper-Plansbook-pages
Silver-Sweeper-Plansbook-pagesSara Ruff
 
Home Depot Integrated Marketing Communications Plan - IMC 610
Home Depot Integrated Marketing Communications Plan - IMC 610Home Depot Integrated Marketing Communications Plan - IMC 610
Home Depot Integrated Marketing Communications Plan - IMC 610Stephanie Holman
 
Creative that cracks the code
Creative that cracks the codeCreative that cracks the code
Creative that cracks the codeSameer Mathur
 
The Home Depot versus Lowe's Brand Comparison
The Home Depot versus Lowe's Brand Comparison The Home Depot versus Lowe's Brand Comparison
The Home Depot versus Lowe's Brand Comparison Mackenzie Davis
 
The Katie Cooper Team Listing Proposal
The Katie Cooper Team Listing ProposalThe Katie Cooper Team Listing Proposal
The Katie Cooper Team Listing ProposalKatie Emery-Cooper
 

Similar a Glidden at Walmart - NSAC 2013 (20)

Glidden Ad Campaign
Glidden Ad CampaignGlidden Ad Campaign
Glidden Ad Campaign
 
GWU2013企划书
GWU2013企划书GWU2013企划书
GWU2013企划书
 
PLANSBOOK FOR PRINTING
PLANSBOOK FOR PRINTINGPLANSBOOK FOR PRINTING
PLANSBOOK FOR PRINTING
 
PDF
PDFPDF
PDF
 
Glidden Perfect Match Campaign - 2013 National Student Advertising Competition
Glidden Perfect Match Campaign - 2013 National Student Advertising CompetitionGlidden Perfect Match Campaign - 2013 National Student Advertising Competition
Glidden Perfect Match Campaign - 2013 National Student Advertising Competition
 
Arrowhead Advertising 2013
Arrowhead Advertising 2013Arrowhead Advertising 2013
Arrowhead Advertising 2013
 
Glidden Paint Advertising Plan
Glidden Paint Advertising PlanGlidden Paint Advertising Plan
Glidden Paint Advertising Plan
 
NSAC Planbook 2013
NSAC Planbook 2013NSAC Planbook 2013
NSAC Planbook 2013
 
NSAC 2013 District 11 Montana State Submission
NSAC 2013 District 11 Montana State Submission NSAC 2013 District 11 Montana State Submission
NSAC 2013 District 11 Montana State Submission
 
Glidden plansbook
Glidden plansbookGlidden plansbook
Glidden plansbook
 
Colour splash With Jollity: Bring Your Paint Business to the Fore
Colour splash With Jollity: Bring Your Paint Business to the ForeColour splash With Jollity: Bring Your Paint Business to the Fore
Colour splash With Jollity: Bring Your Paint Business to the Fore
 
NSAC Glidden Presentation
NSAC Glidden Presentation NSAC Glidden Presentation
NSAC Glidden Presentation
 
Branding Challenge - Asian Paints
Branding Challenge - Asian PaintsBranding Challenge - Asian Paints
Branding Challenge - Asian Paints
 
Glidden_Powerpoint_Team2 (2)
Glidden_Powerpoint_Team2 (2)Glidden_Powerpoint_Team2 (2)
Glidden_Powerpoint_Team2 (2)
 
Silver-Sweeper-Plansbook-pages
Silver-Sweeper-Plansbook-pagesSilver-Sweeper-Plansbook-pages
Silver-Sweeper-Plansbook-pages
 
Home Depot Integrated Marketing Communications Plan - IMC 610
Home Depot Integrated Marketing Communications Plan - IMC 610Home Depot Integrated Marketing Communications Plan - IMC 610
Home Depot Integrated Marketing Communications Plan - IMC 610
 
Creative that cracks the code (2)
Creative that cracks the code (2)Creative that cracks the code (2)
Creative that cracks the code (2)
 
Creative that cracks the code
Creative that cracks the codeCreative that cracks the code
Creative that cracks the code
 
The Home Depot versus Lowe's Brand Comparison
The Home Depot versus Lowe's Brand Comparison The Home Depot versus Lowe's Brand Comparison
The Home Depot versus Lowe's Brand Comparison
 
The Katie Cooper Team Listing Proposal
The Katie Cooper Team Listing ProposalThe Katie Cooper Team Listing Proposal
The Katie Cooper Team Listing Proposal
 

Último

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 

Último (20)

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 

Glidden at Walmart - NSAC 2013

  • 3. Executive Summary The United States paint and primer market consists largely of active do-it-yourself consumers. These DIYers not only paint for maintenance, but they paint to be able to say that they completed a project independently. Glidden paint will empower these consumers to complete their personal projects with ease, convenience and value. With placement in Walmart stores nationwide, Glidden is able to target shoppers seeking value in a one-stop shop. SPARK Advertising will not only increase consideration and awareness of Glidden paint in Walmart, but will create a campaign that will effectively sell more gallons of Glidden Brilliance to Walmart shoppers. SPARK will empower DIYers to make their paint purchases at Walmart by creating the desire to take on any project and make it their own. We want them to experience it. bright, creative individuals who elevate brands by connecting them with their audience. After all, the best ideas start with a spark. 19We Are ResearchCreativeActivationMedia 2 7 12 16 Our Mission: To unify our passion with your goals to build powerful campaigns. Agency Identity
  • 4. Economic Forces 2-Research Situational Analysis Research Competitive F o r c e s • Paint market is highly saturated with multiple brands • Paint companies have recently increased advertising and created highly competitive campaigns • Major home improvement stores develop or partner with major paint brands Socio-Cultural F o r c e s • “Great Recession” has accelerated the popularity of DIY home improvement • DIY culture is emerging as a fashionable form of personal expression • Online community provides project inspiration and support for modern DIYers E c o n o m i c F o r c e s • U.S. economy and housing sector are steadily recovering • Market value forecast for paint shows 10.9% growth over the next three years • Raw materials in paint are subject to fluctuating market prices Technological F o r c e s • In-store mixers allow paint to be mixed quickly, efficiently and in any color the consumer desires • Smartphones allow users to share projects, give or receive advice and explore paint brand options • Paint consumers utilize the Internet community as a source for inspiration and advice L e g a l F o r c e s • Variable Organic Compound (VOCs) levels are regulated by state and federal law • Toxic Substances Control Act has strict regulations that cause mandatory production expenses • Landlords often have strict “no paint” clauses in lease agreements
  • 5. Research-3 Competitor Analysis Clark + Kensington • Targets women 25 - 44 • Exclusive paint of Ace Hardware • Links color selection to mood, emotion and relationships with “Find Your Soul Paint” ads • Paint dries in half the time as conventional paint Valspar • Targets “Makeover Mavens” • Strongly affiliated with Lowe’s • 24/7 personalized service with Valspar ConnectLive • National Paint sponsor of Habitat for Humanity Behr • Targets the professional painter influencing homeowners’ perceptions • Exclusive to Home Depot since 1978 • Number one interior paint brand in consumers’ minds • Very active on social media, posting frequently on Facebook and Twitter olympic • Targets young families • Exclusive to Lowe’s • Effective use of social media, specifically the YouTube channel • Perceived as a premium paint at an affordable price
  • 6. SWOT Analysis Strengths • Most reasonably priced among premium paint competitors • Substantial distribution through Walmart • Only 2-in-1 paint and primer product available at Walmart • Available at convenient locations that offer one-stop shopping • Mixer technology allows for full spectrum color personalization Weaknesses • Walmart shows inconsistent customer service and paint knowledge that a home improvement store may have • A low percentage of DIYers consider Walmart and Glidden when buying paint • Paint quality is rated low by some users • Glidden suffers from a low recall rate among consumers Opportunities • Use innovative technology to create in-store displays that engage people • Take advantage of foot traffic in Walmart • Guide new generation of renters and homeowners who are seeking advice • Use strong social media strategy to connect with audience Threats • Outspent by competitors in advertising • Paint and primer combined has become an industry-wide trend • Walmart’s ColorPlace is the less expensive option at a price sensitive store • Decline of paint sales due to economic recession and reduction in new construction half hour in-depth interviews crossing all target markets quantifiable survey responses from all regions of the continental U.S. Secondary Research Research Methods To best understand attitudes associated with the Glidden brand, Walmart experience and target markets, we researched blogs, the Walmart website, Glidden and competitor websites. Primary Research 032 720 objectives 1. What does DIY mean to young renters, young families and older shoppers? 2. What are the unifying motivations of all three target markets? 3. What are target markets’ current perceptions of Glidden at Walmart? 4-Research Walmart superstores visited paint shopping experiences013 personal painting stories from all three target markets028 hours of painting experience volunteering at a local reuse center048
  • 7. What Social Causes Do They Believe In? education environment healthcare disaster Relief Urban Decay 35% 31% 26% 8% 1% Target Market 25-34 year olds 45-64 year olds35-44 year olds Technophiliac Renter Inspired Artist Inexperienced Painter Internet Savvy Blog Lover Budget Constrained Prefers to make rather than buy Two-person household Unaware of Paint at Walmart Upkeeper Technophobic Practiced Painter Empty Nester Community Oriented Religious Home Owner Family Oriented Comfortable Painter Crafter Extraordinaire Young Kids Famil yDIY Dabblers Wise DIYVe terans Millennial DIY Newbies Research-5 Key Insight Education initiatives will resonate across target markets.
  • 8. } 6-Research Insights I didn’t know that Wal-Mart mixes paint. If I could get paint at Walmart, why would I go somewhere else? It’s a waste of gas, time, and effort. “ ” “ ” Homeis the centerof your world. Making your home. Transforming your home. Caring for your home. “ ” The beginning and end is really the fun part- finding inspiration, borrowing ideas, buying things for your vision. I like that [Walmart] is cheaper than all the other options. I can get everything we need for our weekly shopping and we can pick something up like picture frames while we’re there.
  • 9. Creative-7 Creative Bring Home The Big Idea Our Reason To Believe: We can’t change Walmart, but what we can do is transform the perception of the Glidden paint brand: the paint that gets you going when you’re inspired to paint a bookshelf for your daughter’s birthday, when you finally find the time to redo the kitchen walls and when you have everything going on in the world and find solace in your home. We’re telling a story within reach to each target audience. Our executions encapsulate their story and provide tangible solutions to transform their space with esteem and ownership. We help consumers see possibilities for their home. Framed with the visual, you see the DIY journey in Walmart as a holistic experience. Whether you’re making, transforming or maintaining your home you can bring it home with Glidden paint at Walmart. It Bring it Home empowers DIYers to begin their paint journey. Whatever the project, from creative expression to household upkeep, Glidden Brilliance gives your home the transformation it deserves. With quality paint sold at Walmart, you can complete a project you’re proud of without compromising value. It’s all here-your vision and the means to realize it. I think DIY projects are great because if there’s something you admire, and have inspiration for, you can recreate it with your own spin on it. You can take something that’s out of reach for you and make it happen. ” “ -Renter, 26-year-old, Georgia
  • 11. creative-9 Direct Mail Holographic imaging will be used to set this direct mail piece apart from the rest.
  • 12. Storyboard" Location: Nursery POV: Backs of parents painting Camera: Wide angle lens Location: The finished nursery POV: Profile shot of room and parents. Camera: Wide angle lens Location: Nursery POV: Furniture inches back into room in stop motion. Camera: Wide angle lens Location: Nursery POV: Straight shot, parents are with baby, family is complete. Camera: Wide angle lens Location: Conveyor belt POV: Reveal that our family is inside clear paint can. Camera: Zoom out so can is now visible Location: Conveyor belt POV: Glidden label is shown in stop motion, label peels back onto the clear can with family inside. Camera: Wide angle lens 10-Creative “the nursery” • 15-second spot shot in stop motion • Musical undertones by Barry Louis Polisar’s “With a Giggle and a Hug and a Tickle and a Kiss” • Overall tone conveys a whimsical and upbeat feeling production notes
  • 13. Online Banner advertising Organic Advertising Use SEO to influence Google's image search to create an organic advertisement Animated banner advertisements will attract clicks all over the web Creative-11
  • 14. Brand Activation CANoramas will be created to illustrate how Glidden paint can transform a room and spark inspiration. CANoramas are transparent paint cans with miniature furniture and a wall painted in a Glidden Brilliance color. CANpaigns • 12 CANoramas will be displayed in the baby, furniture, home decor and home improvement departments of Walmart stores nationwide. • Each can will have a specific code that Walmart shoppers can text for a chance to win 1 of 20 room makeovers. • Participants who submit a non-winning code will have the ability to claim a Glidden Brilliance paint tester, driving shoppers to the paint department. • Throughout the campaign, there will be two winners announced every other week and the sweepstakes will be covered by Glidden’s social platforms. • The tour will be a weekly pop-up event in outdoor city centers within our 15 KMAs. • Glidden will travel to each city with a giant, acrylic glass paint can, featuring a digital display wall and furnishings from Walmart. • Pedestrians will be able to enter the can and choose from five buttons representing Glidden Brilliance colors (ex: a “Cool Off” button activates Glidden’s Lemon Ice paint color). • Participants will then watch a ghost paint roller paint the digital wall in the selected color. • Onlookers, as well as participants, will share their unique experiences via social media and attract earned media opportunities and impressions. • Popular, local bands will provide music for each event while Glidden ambassadors will hand out coupons for 10% off Glidden Brilliance at Walmart. Refreshments representing the Glidden Brilliance Collection, such as Lemon Ice slushies, will be provided. Glidden Brilliance Hometown Tour “Bring It Home” Glidden Sweepstakes 12-Activation
  • 15. Paint Counter Additions The Walmart cloud-based CRM database will help Glidden consumers keep track of their favorite paint colors. Employees will also attach a color reminder label, which will include a coupon for 10% off Glidden Brilliance paint at Walmart. ACTIVATION-13 In- store Partnerships • Walmart stores will provide an opportunity for consumers to donate leftover Glidden paint or recycle used paint cans. • Through a partnership with City Year-an education-focused non-profit organization- Glidden will fill the donated paint cans, enabling City Year to paint local schools. “Bring It From Home” to City Year Program Glidden Brings Home to Make-a-Wish Tablet stationsGlidden seeks to create more consistency in customer service by placing one Android tablet in each Walmart paint department. Tablets will promote the Bring It Home microsite, Glidden app, painting FAQs and feature a customer service help button. faq bOOKLETs Walmart shoppers and employees who prefer to learn more about Glidden from a tangible source can use this to read about simple DIY tips. The booklet will be located at the Walmart paint counter. SignageThere will be two 18”x24” standing signs placed at the Home & Living entrance and painting sections of each Walmart. Each sign will highlight how to participate in the Bring it From Home to City Year program and the Bring it Home sweepstakes. Glidden will offer hospital room makeovers for children involved with the Make-A-Wish Foundation. Children will design their rooms using Glidden colors and Walmart toys to make hospital rooms feel like home.
  • 16. Social Media BringItHome.com This microsite will allow DIYers to explore different projects and pre-order paint supplies for pickup at their local Walmart. • The microsite will feature webcam swipe technology, providing step-by-step guidance for messy hands. This responsive design allows users to move through the steps of their project with the wave of a hand. Glidden will expand its current mobile app by including an augmented reality feature. Users will be able to take a photo of any room or desired object and digitally paint it using Glidden’s color palette. Glidden App Feature Glidden will pin step-by-step art projects including before-and-after photos on Pinterest. My Colortopia influencers will curate Glidden pin boards bi-monthly. Glidden will utilize like-gating to offer a coupon to new fans for 10% off Glidden Brilliance at Walmart. Fans can also play the Bring it Home Facebook game in which they can create their own CANoramas to share with friends. One fan-made can will be featured each week on the Glidden Facebook. Glidden’s channel will feature videos of: • Step-by-step painting tutorials • The Glidden Brilliance Hometown Tour • Follow-up videos from Make-a-Wish and City Year By using #BringItHome, DIY influencers and followers can participate in discussions about projects and local creative events. Glidden will post a “30 Day Challenge” each month to inspire DIYers to create and share new projects on Instagram. Glidden will help to complete the DIY experience by sponsoring a Spotify playlist with the perfect music for painting. 14-Activation •
  • 18. Media • Achieve marketing goals within a $10 million budget • Launch a five-month campaign, May 2014 - September 2014, with flexibility to extend throughout the year • Achieve an effective reach of 80% with an effective frequency of 5 • Use a dynamic combination of traditional and non-traditional media to spark awareness and increase consideration within the 3 target segments Key Market Areas Budget • Little Rock, AR • Oklahoma City, OK • Wichita, KS • Jackson, MS • Birmingham, AL • Kansas City, MO • Charleston, WV • Lexington, KY • Baton Rouge, LA • Des Moines, IA • Knoxville, TN • Omaha, NE • Columbia, SC • Indianapolis, IN • San Antonio, TX Objectives • Implement a strong pulsing and flighting media plan for “Bring It Home” campaign • Support brand activation strategy • Place additional media weight on key market areas Media Strategy 16-Media
  • 19. Media-17 Online Media Search click Share SEM: DIYers are always looking for advice and inspiration. Using YouTube, organic SEO, and Google AdWords, we will target DIYers in the midst of their search. AdRoll will retarget users even after they leave paint-related websites. Targeted Lifestyle Websites: Painting behavior is dependent upon inspiration, pricing and fair weather conditions. Therefore, we will purchase ad space on BlogHer.com, Facebook.com, Coupons.com and Weather.com. Media Websites: Media websites will extend the traditional media buy with networks that will further integrate the campaign. AmericanBaby.com, CountryLiving.com, Parents.com, HouseBeautiful.com, TLC.com, AETV.com, History.com Blogs: Blog presence will serve as an important outlet to reach key influencers in the DIY community. Additionally, our research shows that the targets look to blogs for advice and inspiration. We will purchase ad space and sponsored posts on influential DIYer websites: Cocoon Home Design, Bower Power Blog, Centsational Girl, Making it Lovely, The Inspired Room, Ana White, A Beautiful Mess, In My Own Style, Brooklyn Limestone, Living with Lindsay
  • 20. Partnering with the Walmart Smart Network will align the Glidden brand with an audience at a time where point-of-purchase decisions are made. Through strategic placement, 15-second commercials running 10x per hour, in 2,900 stores will gain 140 million impressions each week throughout the five-month campaign. Direct mail advertisements resonate with all target segments, which are 32% more likely to be interested in ads mailed to their home. These lenticular (holographic), customized direct mailers will kick-start the campaign before Memorial Day weekend and again before the July 4th holiday. The mailers will be sent to residents within a seven-mile radius of Walmart stores in the key market areas. Additionally, mailings will be sent specifically to new movers in the key market areas during America’s peak moving months, June and July. New mover mailings will provide recipients with coupon incentives to purchase Glidden paint in Walmart stores. Full-color, one-page ads will run on a pulsing schedule in two different magazine packages: Style & Design and Family. We chose these packages because they capture the interests and geographic areas of all three segments. The Style & Design package focuses on segments one and three and the Family package focuses on segment two. In-Store Direct Mail Magazines Notable Indicies • American Baby – 298 • Parents – 215 • This Old House – 176 • House Beautiful – 160 Style & Design Package:Family Package: • American Baby • Parenting • Family Fun • Parents • Country Living • Real Simple • Elle Decor • This Old House • House Beautiful • Traditional Home • More Executions 18-Media
  • 21. Advertising on cable networks will allow for the segmentation of each of our three audiences. With placements on TLC, A&E and The History Channel, we will reach our audience on networks that inspire creativity and go beyond basic design and home improvement content. We will place 15-second commercials throughout the duration of our campaign on the following shows. TV • American Pickers • American Restoration • Flip this House • Hoarders • Four Houses • Say Yes to the Dress Media-19 Flow Chart Cost Cable  TV Impressions 583,350.00$                     Four  Houses 23,400,000                         74,750.00$                         Say  Yes  to  the  Dress 31,130,000                         94,500.00$                         Hoarders 37,360,000                         109,900.00$                     American  Pickers 34,900,000                         102,500.00$                     Flip  this  House 29,270,000                         86,100.00$                         American  RestoraMon 41,300,000                         115,600.00$                     Online Impressions 968,422.00$                     SEM:            YouTube   500,000                                   150,000.00$                                Organic  SEO 130,000                                   $48,350            AdRoll 2,285,710                             4,000.00$                                        Google  Adwords 1,912,500                             125,000.00$                     Blogs:            Cocoon  Home  Design 10,000,000                         1,750.00$                                        Bower  Power  Blog  (Sponsored  Post) 2,000,000                             1,000.00$                                        CentsaMonal  Girl 4,500,000                             1,250.00$                                        Making  it  Lovely   500,000                                   1,480.00$                                        The  Inspired  Room 351,000                                   1,185.00$                                        Ana  White   46,446                                         1,170.00$                                        A  BeauMful  Mess   25,000,000                         2,176.00$                                        In  My  Own  Style   21,001                                         750.00$                                              Brooklyn  Limestone   3,114                                             565.00$                                              Living  with  Lindsay 6,343                                             425.00$                                   Websites:          Weather.com 157,500,000                     2,500.00$                                      Facebook.com  (Sponsored  Post) 512,550                                   3,060.00$                                      Blogher.com 6,353,770                             25,625.00$                                  Coupons.com 82,109,800                         126,275.00$                              TLC.com 60,676,500                         89,650.00$                                  AETV.com 90,748,000                         92,890.00$                                  History.com 23,667,700                         87,260.00$                                  HousebeauMful.com 11,179,100                         55,360.00$                                  CountryLiving.com 9,563,740                             48,456.00$                                  AmericanBaby.com 10,567,090                         52,575.00$                                  Parents.com 8,942,400                             45,670.00$                         Magazines Impressions 1,145,940.00$             Style  &  Design  Package: 10,696,200                         552,910.00$                                Country  Living -­‐ -­‐            Real  Simple -­‐ -­‐            Elle  Décor -­‐ -­‐            This  Old  House -­‐ -­‐            House  BeauMful -­‐ -­‐            TradiMonal  Home -­‐ -­‐            More -­‐ -­‐ Family  Package: 12,426,200                         593,030.00$                                American  Baby -­‐ -­‐            ParenMng -­‐ -­‐            Family  Fun -­‐ -­‐            Parents -­‐ -­‐ Direct  Mail Impressions 429,880.00$                     New  Mover  Mailings 303,672                                   120,000.00$                      Customized  Self-­‐Mailers 1,235,820                             309,880.00$                     In  Store   Impressions 472,400.00$                     Walmart  Smart  Network 3,765,000,000             472,400.00$                     ProducMon 400,000.00$                     Total 3,999,992.00$             Campaign  Flow  Chart  and  Budget May June July Aug Sept
  • 22. Objectives evaluation-20 Evaluation 75% Awareness 7.5% Purchase30% Consideration To follow-up with our target markets, we will conduct additional research throughout the campaign. Our goal is to see if not only awareness and consideration of the paint department at Walmart has increased, but specifically awareness of the Glidden Brilliance Collection. To measure the overall success of our campaign, we suggest that Glidden further explore the customer experience at Walmart through in-store surveys and follow-up experiential surveys through email. In addition to this experiential survey information, we recommend that Glidden track the use of the FAQ Booklet at the Walmart paint department to see if this additional information helped to better the shopping experience for customers. Follow-up ResearchIncrease brand awareness at walmart • Evaluation • Monitor website traffic from microsite, social media metrics and follow-up surveys. • Results • Increased website traffic, social media following and app download. Increase consideration at walmart • Evaluation • Record increased number of paint testers distributed, track response from SMS text message campaign and log use of tablet stations at in store displays. • Results • Increased sales of Glidden at Walmart and increased consumer engagement. Drive Purchase at walmart • Evaluation • Quantify redemption of Glidden coupons from Facebook “like-gating”, paint lid labels and those distributed during the Glidden Home Town Tour. • Results • Increased sales, additional repeat customer sales from coupons placed on Glidden lids during promotional period.
  • 23. Co Chairs: Rachel Heiss Darren McGee Faculty Advisor: Scott Hamula Directors: Erin Irby, Account Planning MollyRose Mendell, Brand Activation Kelly Singleton, Creative Art Jen Donato, Creative Copy Perri Rumstein, Media David Goldstein, Production Our Amazing Team: Samantha Buck Courtney Ellis Lauren Ervin Nicole Hilton Michael Isabella Sara Martin Carolyn Mohn Marc Phillips Victoria Probert Katherine Shaw Tyler Tuttle Endless thanks to: Arhlene Flowers Kurt Komaromi Cathy Michael Adam Peruta Bill Ressler Jake Lifschultz & Sam Schnorr Ithaca College Print Shop Park School of Communications Finger Lakes Reuse Bobby Hazard Howard & Helen Hogan Fund Coffee & Donuts & all the individuals who shared their time and brilliant ideas sources: Mediamark Research & Intelligence, Scarborough Research, Radio Advertising Bureau Reports, Nielsen Media Research, Quantcast, Consumer Reports: 2013 Buyers Guide, Ad Age Demographics of Retail:The People of Walmart, Business Source Premier: U.S. Paint & Coating Manufacturing Industry Report, "Work in Progress: The Rise in DIY" JWT Trendletter, U.S. Census Data, AAF NSAC Case Study, Techcast, Mashable, Facebook Graph Search credits