The New Hue

Glidden

Table of Contents
Executive Summary........................................................... 1 About Glidden/Comparative Analysis....................... 2 SWOT Analysis ................................................................... 3 Target/Geographic Analysis.......................................... 4 Marketing/Advertising Objective................................. 5 Banner Ads....................................................................... 6-7 Radio/YouTube................................................................... 8 YouTube Storyboard......................................................... 9 Outdoor............................................................................... 10 Non-Traditional................................................................... 11 Print.................................................................................. 12-13 Public Relations........................................................... 14-15 Recommendations........................................................... 16 Media Flow Chart............................................................. 17 Budget............................................................................. 18-19 Evaluation and Sources................................................ 20

Executive Summary
RedEffect will run The New Hue campaign from May-September 2014 for Glidden. The $10 million campaign focuses on increasing Glidden Brilliance paint sales by 1.5% in Walmart stores across the country, while targeting do-it-yourself renters and home-buyers. The New Hue plays on the concept of the new you, creating a connection to the target market as they transition into the next chapter of life. Based on our research of 1,112 surveys, two focus groups and extensive secondary research, we developed a comprehensive campaign that is sure to reach our target market. RedEffect uses two whimsical characters, Hugh and Sue, throughout the campaign. Meet Hugh and Sue. They will lead you through The New Hue campaign. Our target market identifies with Hugh and Sue, whether they are renters, first-time home buyers or DIYers. Hugh and Sue are a blank canvas, therefore any Walmart shopper can relate to them.

About Glidden
Since 1875, Glidden has strived to be the top paint choice for homeowners and renters by providing eco-friendly products and an efficient color changing paint to ensure that the painting experience is mistake proof. Since a major upgrade that led to their comeback in 2009, Glidden has made a quick and effective transition from being a has-been paint brand to a much more innovative and modern brand that wants to get you going.

Comparative Analysis
Valspar is the fifth largest manufacturer of paint in North America. For over 200 years, it has been a leading paint brand among consumers. Behr was first created as a family business in 1948 by Otho Behr Sr. The first 39 years Behr consisted only of stain and varnish. In 1986, Behr introduced interior and exterior paint and is sold exclusively at Home Depot. Olympic is managed by PPG and is sold at Lowes. It is one of Gliddens major competitors and has an established brand identity amongst paint consumers.

SWOT Analysis
Strengths Long history in the paint industry First paint to include paint and primer in one First color changing ceiling paint that goes on pink, but dries white Even with their higher quality paints (Glidden Brilliance), it is still affordable Weaknesses Branding seems boring Paint centers are tucked in the back of the stores Paint centers are often unorganized Paint center structures and displays are often messy Marketing material is mainstream, not memorable

Opportunities Expand upon Better Homes and Gardens partnership Potential large volume of sales due to Walmart partnership Target market is broad and encompasses much of the population Glidden can more effectively use social media Glidden is the sole paint distributor at Walmart More do-it-yourself consumers

Threats Competition with large home improvement stores Higher-end consumers that do not shop in Walmart Some consumers associate Walmart with low quality products Finding a knowledgeable attendant in Walmart can often be daunting and tiresome

Target Analysis
Based on our research using Simmons OneView, the US Census, and the information in the case study, our campaign targets 18-34 year-old females. These women may or may not already shop at Walmart and either own or rent. We chose this demographic to be the most reachable based on our limited budget. Our target enjoys painting but feels less confident because of their lack of experience. They desire good quality paint at an affordable price along with an easy shopping experience.

Geographic Analysis
Based on our research through the US Census and statjump. com, weve chosen five primary cities and four secondary cities to advertise in that are have high concentrations of our target market.

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Primary Cities
New York Los Angeles Houston Chicago Philadelphia

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Secondary Cities Dallas Seattle San Francisco Miami

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Texas

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Marketing Objective
Our marketing objective is to increase sales of Glidden Brilliance by 1.5% in Walmart stores as a result of our campaign. Based on the marketing data in the case study, Walmart represents approximately over 5% of DIY paint sales.

Advertising Objective
Hugh and Sue offer a fun and creative way for

The New Hue

Glidden

our target audience to identify with Glidden. Based on the case study, our target is described as unconfident and less experienced. RedEffect will incorporate Hugh and Sue throughout our campaign, assuring the target that with The New Hue, theyll be able to find the perfect shade to define their lives.

Banner Ads
Based on the case study, Glidden requested a heavy online presence. RedEffect will advertise on 29 national blogs that has a total over 70 million impressions. Selected blogs are specifically for do-it-yourselfers, moms to be and home decorating. RedEffect will also purchase Facebook banner ads throughout the entire campaign.

Blog Ad Placement
Addicted2decorating.com Adweek.com Aspoonfulofsugar.com Blogess.com Blogwithmom.com Copycatchick.com Core77.com Craftzine.com Designcrush.com Designlovefest.com Designsponge.com Diydiva.com Diyshowoff.com Homesteadsurvival.com Honeywerehome.blogspot.com Houselogic.com Housetweaking.com Iheartorganizing.blogspot.com Inhabitat.com Knockoffdecor.com Luxuryliving.com Makingitlovely.com Mommymatters.com Remodelholic.com Savvysouthernstyle.com Southernhospitatlity.com Sweetsomethingdesign.com Theinspiredroom.com Theletteredcottage.com Theshabbycreekcottage.com Todayscreativeblog.net Topbabyblogs.com Uglyducklinghouse.com

Banner Ads

Radio
RedEffect will advertise in all of our selected cities. Advertisements will feature The Ugliest Room in America contest and The New Hue campaign.

YouTube
RedEffect is presenting a storyboard demonstration concept for Gliddens YouTube channel narrated by Hugh and Sue, our spokespeople for The New Hue. These videos will feature Hugh and Sue as they walk the audience through simple painting tips and do-it-yourself projects. There will be a voice over to accompany the narrated text.

YouTube Storyboard
Hi, Im Hugh
and Im Sue.

The first step is to clear your room

Next, prepare your room by covering the floor and taping the molding

Pour out your paint into your paint tray

Youre ready to paint!

Dip your roller in paint, roll against the textured section of the pan in order to roll off excess paint

Once youre finished painting, remove the tape while the paint is still wet

After the paint has dried, you can move your furniture back in and enjoy your new space!

You want to make ws to ensure coverage

Outdoor
Bus Stops
RedEffect will use bus stops in the four secondary cities in a memorable manner. City buses are frequently used in these high traffic areas. Bus stops will feature a floating paint can that will drip paint onto the canopy of the bus stop, accompanied with a poster of Hugh and Sue, The New Hue logo, and the Glidden logo.

Billboards
Billboards will run in May and July in the four secondary cities. They will feature various versions of our print ads, as well as Hugh and Sue introducing themselves as part of The New Hue campaign.

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Non-Traditional
Elevators and Escalators
RedEffect will advertise the top ten busiest malls in America. Escalator and elevator wraps will be used throughout malls and terminals featuring Glidden and The New Hue. Escalators in the top five busiest airports and malls will have the illusion of paint pouring down the steps. Escalators that sit side-by-side will feature a gradient of Glidden paint colors with the name of the paint color on the handrail. Elevators will have
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Hugh and Sue on each door along with

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The New Hue and Glidden logos.

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Top 10 Malls
Roosevelt Field New York City, NY Outlets of Orange Los Angels, CA Mall of America Minneapolis, MN Shops at Caesars Philadelphia, PA Montgomery Mall Philadelphia, PA Burlington Mall Boston, MA Del Amo Fashion Center Los Angeles, CA Mall of Georgia Atlanta, GA Queens Center New York City, NY

Oakbrook Center Chicago, IL Orland Square Mall Chicago, IL

Top 5 Airports
Hartsfield Jackson Atlanta, GA O-Hare International Airport Chicago, IL Los Angeles International Airport Los Angeles, CA Dallas/FortWorth International Airport Dallas, TX Denver International Airport Denver, CO

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Print
RedEffect chose Better Homes and Gardens magazine because of their partnership with Walmart and the wide age range of their readers. According to the BHG media kit, 52% of their readers are within our target market. On average, each issue is read by 28,491,000 women. We will run print ads during May, July, and September in BHG magazine.

Womans Days mission statement says the magazine helps to empower women. We believe that this will help our less experienced target gain the confidence to start their next project with Glidden. Forty-five percent of readership are within our target market and has 95% female readership. We will run ads in Womans Day during the entire campaign.

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Print
RedEffect appeals to our target market using strategically designed print ads. The magazine ads will reflect the demographics of each magazines and will encourage consumers to purchase Glidden Brilliance at Walmart. Each print ad has unifying elements, but varies in content.

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Public Relations
Americas Ugliest Room
During our campaign, RedEffect will run a contest called The Ugliest Room in America. In May, print advertising will run to promote the contest. Submissions will be accepted during May and June, with a winner selected July 1, 2014. Winners will be chosen for three categories. RedEffect will promote Facebook statuses to publicize The New Hue campaign and The Ugliest Room in America contest.

Worst Educational facility, ugliest corporate office, and ugliest residential room. Prizes are $ 50,000, $25,000, and $10,000 respectively.

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Public Relations
Paint the Town
RedEffect plans to beautify high traffic areas in cities across America by painting murals in prominent areas. Artists will be given paint beginning in July and have through August to complete their murals. During September, ceremonies will be planned to unveil murals. Pictures can be uploaded to various social media sites using tags, check-ins and hashtags. Professional photographers will capture the events and murals to show case on the Glidden website and Facebook page.

Veterans Affairs
A large portion of our public relations budget will be allotted to Homes For Our Troops. This non-profit organization was founded in 2004 and is highly dedicated to building homes for veterans that have been severely injured in war and their immediate families. Glidden will donate $250,000 for building supplies and $50,000 worth of Glidden paint.

Design Star Partnership

RedEffect will partner with HGTVs summer show Design Star. Much like the VA donations, Glidden will donate over $300,000 worth of paint that the contestants will use in the show.

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Recommendations
RedEffect suggests that Glidden redesign the appearance of their paint cans, which in turn would help them to stand out among the competition. Based on focus groups, the absence of Walmart employees at the do-ityourself centers is daunting and turns potential customers away. During the campaign RedEffect will ensure that Glidden specialists are placed in Walmart with specific hours for assistance. These specialists would be people hired by Glidden or current Walmart employees who will be promoted and specially trained. RedEffect wants to give the Glidden logo a whole new look. The redesign of the logo will look similar to the original but with a modern twist. RedEffect recommends that Glidden update the smart phone application. One feature will allow the user to take a picture of their room and choose what color would go best before they buy it.

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Media Flow Chart

May 5 Banner Ads Blogs Facebook Radio Standard Social Media YouTube Channel Outdoor Bus Stops Billboards Non-Traditional Mall Elevators/Escalators Airport Escalators Print - Magazines Better Homes and Gardens Womans Day Public Relations Ugliest Room in America Facebook Promoted Statuses (Ugliest Room) Facebook Promoted Statuses (New Hue) Paint the Town Veterans Affairs HGTV Design Star Partnership Evaluation Starch.com Sproutsocial.com Surveys Focus Groups SRDS RedEffect Agency Fees Total 12,350 125,500 5,000 244,000 10,000 600,000 10,000,000 85,000 900 2,250 50,000 300,000 364,479 2,633,200 1,286,900 69.29 74.61 7M 3.5M 1,154,124 1,259,750 37.42 66.47 30,838,862 900,000 572,880 2.3 81,131 259,962 128,705 5,000 7.37 70,773,839 12 19 26 2 9 June 16 23 30 7 July 14 21 28 4 August 11 18 25 2 September 9 16 23 Cost ($) CPM ($) Impressions Per Month

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Budget

10%

82%

Evaluation $996,850
8%
Public Relations $802,629

Media $8,200,521

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Budget
Media
$8,200,521 Banner Ads: $133,705 Blogs: $128,705 Facebook: $5,000 Radio: $259,962 Standard: $259,962 Social Media: $0 YouTube: $0 Outdoor: $1,472,880 Bus Stops: $900,000 Billboards: $572,880 Non-traditional: $2,413,874 Mall Elevators/Escalators: $1,154,124 Airport Escalators: $1,259,750 Print: $3,920,100 Better Homes and Gardens: $2,633,200 Womans Day: $1,286,900

Public Relations
$802,629 Ugliest Room in America: $85,000 Facebook promoted statuses: $3,150 Paint the Town: $50,000 Veterans Affairs: $300,00 HGTV Design Star Partnership: $364,479

Evaluations
$996,850 Starch.com: $12,350 Sproutsocial.com: $125,500 Survey: $5,000 Focus Groups: $244,000 SRDS: $10,000 RedEffect Agency Fees: $600,000

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Evaluation and Sources

Evaluation
Monitor Glidden paint sales at Walmart Utilize Starch.com for print advertising Monitor website and PR events with Google Trends SRDS for all facets of the campaign Utilize sproutsocial.com as a tool for social media tracking Conduct surveys and focus groups

Sources
Adage.com Addicted2decorating.com Apartmenttherapy.com Aspoonfulofsugar.com Bhg.com Blogess.com Blogwithmom.com Clear Channel Airport and Billboard Advertising Copycatchic.com Core77.com Designcrushblog.com Designlovefestcom Facebook.com Glidden.com Google Trends Homesforourtroops.org Homesteadsurvival.com Honeywerehome.blogspot.com Housetweaking.com Iheartorganizing.blogspot.com Inhabitat.com Inmyownstyle.com JCDecaux North America Advertising Knockoffdecor.com Luxuryliving.com Makingitlovely.com Nielson Prettyhandygirl.com Radioloungeusa.com Realtor.com Remodelholic.com Savvysouthernstyle.com Simmons Simon Mall Advertising Southernhospitatlityblog.com Sproutsocial.com SRDS.com Starch.com Statjump.com Sullivan Media Sweetsomethingdesign.blogspot.com Theinspiredroom.com Theletteredcottage.com Theshabbycreekcottage.com Todayscreativeblog.net Uglyducklinghouse.com US Census (2010) Womansday.com Younghouselove.com

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Officers
Lauren McGee President Tamara Menges Vice President Nicole Quebedeaux Secretary Shelby West Treasurer Loni Lilley SGA Representative Heather Hussey Creative Director

Team Members
Julie Aime Tomara Anderson Lauren Barbeud Janna Bartz Michael Boudreaux David Brock Kathleen Broussard Candice Carite Sarah Chapman Emilee Davis Angela Flakes Haley Folk Jordan Gonzales Trent Harper Thomas Harris Justina Jennings William Jones Stephanie McCain Jared McClelland Morgan Melancon Clayton Murphy Nhu Pham Zach Scouras Saschelle Slaughter Brooke Smith Jake Spurgeon Morgan Talbot Michael Toups Gabbie VanHook Aaron Welborn Evan Wilson

Advisors
Dawn Katz Instructor Sherry Saunders Visiting Assistant Professor