SWOT Analysis ------------------------- Target Segments ----------------------- Primary and Secondary Research --- The Goal -------------------------------- Facebook Campaign ------------------ Content -------------------------------- 7-8 Interactive Facebook Giveaway ------- 9 Facebook Game ----------------------- 10 Twitter ----------------------------------- 11 Pinterest -------------------------------- 12 MyColortopia -------------------------- 13 YouTube -------------------------------- 14 In-Store Experience ------------------- 15 Budget --------------------------------- 16 Media Schedule ----------------------- 17 Measuring Success ------------------- 18 2 3 4 5 6 1
SWOT Analysis Strengths Quality product Better Homes and Gardens partnership Walmart as paint retailer Fresh and unexpected Weaknesses Disorganization of Paint Centers at Walmart Minimal social media reach Opportunities Clean slate for social Walmart s audience Threats Competitor s products and social media presence United States focused 2
Target Segments Segment 1 Segment 2 Female millennials Renters Creative Budget conscience Make it my own Female minorities Family focused Current Walmart Paint shoppers Save money and time Segment 3 Baby boomers Homeowners Home maintenance and decor Quick and easy projects Lasting results We will reach out to each segment in one all-inclusive campaign. Our research has helped us learn more about these individual segments, what they like and have in common and how we can each them best. 3
Primary and Secondary Research Based off the target segment research, women are the majority and we need to know more about their media usage and home decor trends. In our research we focused on the social networking sites women use most, why, and what they are most interested in. 67% of internet users use social networking sites 67% of online adults use Facebook 58% of Facebook users are women 25% of users play Facebook games 69% of Facebook gamers are women Facebook users prefer stimulation games, followed by arcade and puzzle games 16% of online adults use Twitter 62% of Twitter users are women 15% of online adults use Pinterest 79% of Pinterest users are women The most important issues when purchasing paint is quality (36%), followed by affordability (30%), then color (27%) From those surveyed 29% had visited Walmart more than 20 times in the last six months. 27% visited Walmart from 0-5 times. 4
The Goal Create a fresh and fun social campaign that appeals to DIY women and pairs the affordability of Walmart with Glidden s quality and color selection. 5
Facebook Campaign Our social campaign is led by Facebook because it connects the Glidden brand to the largest amount of online users. The Facebook campaign is three pronged. Gain Interactions from Monthly Content: 3 posts a week (page 6) Monthly reports assessing success of content Increase number of likes by 150,000: Like Glidden page to enter giveaway Media buy to acquire 100,000 fans One sponsored story in the first month Link between Glidden and Walmart Facebook game draws on the affordability of Walmart and the quality of Glidden Monthly Facebook content mentioning Walmart as a supplier 6
Content Using three different types of posts weekly, Facebook content will stay fresh and diverse while drawing attention to the color options from Glidden. All posts are short and image focused to increase engagement. Any promotional material will be added as an extra post per week. 7
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Interactive Facebook Giveaway The Glidden Facebook Giveaway entitled Spin, Name, Win lets participants enter to win a $100,000 home makeover. After liking the Glidden Facebook page they will be given a random color to name. After they name their color they can spin again for a new color or share their entry on their page. 9
Facebook Game The Facebook game and mobile app, Palette Pick Up, is an arcade-style game, where the players connect matching Glidden colors to get points. Once they reach a certain number of points they can move onto the next level. The game contains subtle hints regarding Glidden s paint quality and affordability. 10
Twitter Twitter will act as a headquarters for everything Glidden. The Glidden Twitter will have four or five tweets daily, ranging from PR news, interactions with consumers, deals, new products, latest My Colortopia blog post, and Pinterest updates. The Glidden Twitter will also help in the Palette Pick Up push detailed below: Palette Pick Up Twitter Push: Allow Palette Pick Up to gain popularity through Facebook and app downloads Tweet: You up for a #BonusByGlidden level on #PalettePickUp? Prove it. Tweet it. Hashtag it. We see 1,000 tweets, you see a bonus level. Glidden and hashtag trending worldwide Facebook game releases bonus level once 1,000 hashtag mark reached Leads to more Glidden twitter followers Creates further connection between Palette Pick Up and Glidden brand 11
Pinterest Glidden s current Pinterest page has great images and boards, but it isn t updated consistently. We will use Pinterest to create a consistent conversation with female consumers on home decor. To gain a larger audience and keep up with the page, Glidden will hire two professional pinners: one, a current My Colortopia blogger, pinning two or three times a week, and the second a ghost pinner posting five times per day. Bright home decor images for inspiration Highlight Glidden s color options Subtly mention Glidden s quality and affordable paint products DIY How-To Videos Before and after photos Follower s images and tips Glidden will host a Pinterest contest where 3 winners will be selected and receive $10,000 each to decorate their homes. To enter, pinners create a board for a room they d like to makeover. On this board pinners will post paint colors from the Glidden site as well as furniture and inspiration. 12
My Colortopia The Glidden MyColortopia blog showcases Glidden s fun, friendly, can-do attitude while providing a helpful resource to DIY painters. In this campaign we want to continue to boost Glidden s brand image by providing useful information to painters. MyColortopia will: Provide inspirational material Give advice and demonstrations Help the painter manage the logistics of their project Establish a clear affiliation with the Glidden brand Be fully integrated with Glidden s other social media platforms By giving the painter an enjoyable and useful experience, MyColortopia will positively position itself and, by association, Glidden. 13
YouTube Glidden s YouTube channel contains both how-to s and fun inspiration. The most successful videos are part of the series Renters Get Rolling which feature MyColortopia blogger, Nicole Balch, highlighting female, renting millennials projects. The current videos highlight Segment 1, but don t touch on mothers or homeowners. Glidden would create eight more videos, reaching out to minority renting mothers and older homeowners. Each three-minute video would profile the painting story of one person or family and would mention that Glidden could be purchased at your local Walmart. 14
In-Store Experience The following suggestions are based off multiple visits to the Walmart Paint Department in Salem, MA. Add more lighting above section Have an associate working the home improvement section all day every day; Finding an associate was very difficult Hang a more inviting banner above the section Make the section larger with more paint products so Walmart can be viewed as a one stop buy all paint retailer Add a bright and colorful paint swatch area to help assist customers in selecting their ideal color Have colorful paint droplets on the floor (with their swatch color name and number) in and around the paint section Have associates wear smocks and pins that make them stand out as Glidden paint experts At specific stores have in-store demonstrations on weekends TV monitors running Glidden paint commercials in the store 15
16 Budget Budget $9,386,750 App $115,300 Game app $100,000 Share capabilities $1,500 Game center (apple) $1,000 iphone/ipad compatibility $12,800 Facebook $2,136,250 Acquiring 100,000 fans $125,000 Monthly content $30,000 Strategist $3,750 Stock site (1 yr membership) $2,500 Engagement (media buy) $1,000,000 Sponsored story (1 mo.) $800,000 Contest winnings $100,000 Contest (5 mo.) $75,000 Twitter $517,500 Ongoing acct management (5 mo.) $15,000 Plus moderation $15,000 Content $7,500 Trending topic $480,000 YouTube $107,700 Production $10,000 Concept/script $3,600 Editing/graphics $5,600 Presenter $20,000 Camera $16,000 Equipment $4,000 Production engineer $3,000 Lighting technician $2,000 B-roll/cut-away shots $27,500 Audio files $8,000 Misc fees $8,000 Blog $283,000 Custom design/template $3,000 Writing/editing $210,000 Ghostwriting posts $70,000 Pinterest $92,000 Content winnings $30,000 Contributor $12,000 Ghost pinner $35,000 Content $15,000 Strategy $210,000 Ongoing reports/advisement $10,000 Social Media strategy audit $10,000 Social Media strategy creation/integration $15,000 Crimson Hexagon $25,000 Google Analytics $150,000 (might just want to put: Analytics tools $175,000) WalMart Supercenters (3,000 stores) $5,925,000 Graphics (banner, paint drops) $750,000 Paint swatch area $3,000,000 Associate smocks $75,000 Demonstrations $1,500,000 TV monitors $600,000
Media Schedule 17
Measuring Success This campaign will raise the awareness and consideration of the Glidden brand. Through social media engagement, consumers will form a connection with Glidden, viewing it as a trusted brand. Through updating the in-store experience and providing guidance through YouTube, Pinterest, and MyColortopia, consumers will feel the support from the brand and have a higher consideration for Glidden as their paint provider. We anticipate 1.4 trillion impressions from this campaign and to increase awareness from 66% to 85% and increase in consideration from 23% to 42%. 18
The Team: Amanda Aiken Blair Bailey Adam Ertas Kendra Gaylord Mark Johnson Terris Kutschera Sam Lichter Caitlin Provost Stephanie Scott Danielle Thompson Advisor: Guillermo Avila-Saavedra Special Thanks: Jim Bruno 19