Bliss & Will Advertising is a branding firm · Bliss & Will Advertising is a branding firm located in Youngstown Ohio, that utilizes versatility and specialization to effectively

Bliss & Will Advertising is a branding firm

located in Youngstown Ohio, that utilizes

versatility and specialization to effectively

leverage all aspects of integrated marketing

communications to create useful strategies

and campaigns for profit and non-profit

organizations. We consistently strive for ex-

cellence while turning our clients goals into

fully integrated and successful campaigns.

Herbert AllisonTyler AmendolaMelanie ArnoldVictoria Baughman Courtney BlackburnKevin Buck Aaron Clark Shelby Cunningham Dacmara Delgado Jessica Detwiler Lindsay Ellebie Elyse Gessler Rachel M. Hall India Harris Ashley Hice Naho Ito Nicholas Peterson Joelle Pompili Brittany Rivers Alyssa Robbins Ashley Rossero Sarah ScheidemantelEvan Sobinovsky Kacy Standohar Brooke Stull Stephen Tofil Veronica Wesley Courtney Wolfcale Francesca Zito

Table of Contents

1 Executive Summary2 Client Overview3 Industry Overview4 Competitive Analysis5 Target Audience 6 SWOT Analysis7-8 Primary Research9 BIG IDEA12 In-Store PromotionS13 Social Media14 YouTube15 Cause Marketing

16 Special Events: Fashion Show17 Budget

18 Timeline19 Conclusion

Executive SummaryWe know that for some, painting a living space may not be a neccessity. However, with the “Your

Life in Color” campaign, our team hopes to inspire and encourage the three target audiences to

brighten up their lifestyles and express who they are with paint. And Glidden wants to be there for

every dip and brush stroke along the way.

• We are re-introducing Glidden Paint to “The Eagerly Inexperienced,” “The Paint

Loyalists,” and “The Retired Renovators.”

• Weknow color can recreate and reignite a memory or experience.

“Your Life in Color” strives to achieve that modern day take on nostalgia and the

mood a color can form in the mind.

Objectives: Positioning:

• Toappealtoindividualistictargetmarketsthrough social media and special events.

• Toincreasethenumberofshopperswhopurchase Glidden Paint who also recommend it to others by 10 percent.

• Toeffectivelyutilizesocialmediatocreatecolorful and unique home ideas for consumers.

• Toincreasethenumberofconsumersbuying Glidden paint.

• ThroughsocialmediasuchasFacebook,Twitter and Pinterest

• Specialeventintheformofapaintfashionshow

• In-storepromotionssuchaspaintsamplekiosk

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Client OverviewGlidden pioneered the paint industry with its start in 1875 by Francis Harrington Glidden. Glid-

den’s past and future rely on the “do it yourself ” consumers. Although the Glidden brand intro-

duced many firsts in the paint industry, sales, market share and popularity have declined over time.

However, in 2009, Glidden reestablished its brand kept the same name. The new marketing strategy

strived to be fun, creative and modern. Their goal was to simplify the paint process.

• 1948•firstSpredSatin waterborne latex paint.

• 1991•LifemasterandSpred were firsts to have non-volatile organic compounds (VOC) paints on the market.

• 1993•Introducedthefirst exterior paint that can stand temperatures of 35 degrees fahrenheit and below.

• 2003•GliddenstartedEZTrack, which is a ceiling paint that goes on pink to see missed spots but dries white.

• 2011•Gel-Flowwascreatedto cover imperfections in wood grain also certain surface scratches.

• 2012•Multipurposepaints, Performance Edge, a 3-in-1 paint that fills in small nail holes, cracks, etc., without any additional prep work.

Glidden’s Firsts Glidden Facts• Provides282colorsto choose from.

• Supplyready-mixedpaint samples with built-in brush.

• Gliddenbrandisavailableat numerous locations where paint can be purchased.

• Paintchipsalsohavecolorson the opposite side displaying other colors that correlate.

• Better Homes and Gardens paint (sold at Walmart) are also made by Glidden.

• Gliddenhasnumerous distribution centers and bases who provide collections to various retailers based on customer needs.

• Glidden’sBrillianceCollection is the paint & primer in-one, and is offered for interior and exterior.

• 1962•SamWaltonopenedthe first Walmart store in Rogers, AR.

• 1967•Hehadopened24stores across Arkansas and acquired over $12 million a year in sales.

• 1969•Walmartbecamean officially incorporated company, known as, Walmart Stores, Inc.

• 1980•Therewere276Walmart stores across America, and the corporation was doing more than a billion dollars in sales annually.

• 1990•ThefirstWalmart Supercenter opened, and continued to change the face of consumerism with one-stop shopping.

• 2002•Walmartwasnumber one on the Fortune 500 list of America’s largest corporations.

• 2012•Walmartcelebratedits50th anniversary with its 2.2 million employees in 10,000 stores, across 27 countries.

Walmart Facts•HeadquatersinBentonville,AR

•Total revenue for 2011 was $404.16 billion

•Employs2.2millionassociates

•In 2011, Walmart gave back $958 million around the world

2

Industry Overview

• Ismadeupofover1,100companies

• Makes$20billioninsalesannually

• 80% of the annual sales are made by the top 50 paint companies

• Representsabout25%oftheglobalpaintmarket

• Has highest demand in housing and industrial production

• DIYersmakeupanestimated45%ofall paint sales

• Housepaintsmakeupanestimated40%of annual paint sales

• Finishesandvarnishesforcars,furnitureand flooring make up an estimated 25% of annual paint sales.

• Industrialpaintsmakeupanestimated20%of annual paint sales

Paint Sales FactsThe U.S. Paint Industry

With the explosion of DIY shows on television, and online resources like Pinterest, we’ve noticed

that our target audiences are taking it upon themselves to develop their own home improvements.

The DIY users are renters who don’t want to have to do a lot of maintenance but are looking for fun

and new ideas. The homeowners who use DIY options are looking for a cheaper outlet without

paying a professional contractor.

World Production of Paints and Coatings –– 2011

3

Competitive Analysis

• Foundedin1883

• 4,000independentretailersacrossNorthAmerica

• Orderonlineandpickupatstoreoptions

• Ranked#1inCustomerSatisfaction by J.D. PoWer and Associates in 2011 and 2012

• GreenGoodHousekeepingSeal9forNaturalline of paints

• ProvidespainttoRonaldMcDonaldHouse

• “Quality,starttofinish”

Benjamin Moore: Behr: Sherwin Williams:• Foundedin1947

• SoldexclusivelyatHomeDepot

• Namedpaintoftheyear10timesbyHomeDepot

• Behrgivesbacktothecommunityby participating in fundraisers, donating to charities, urban cleanup and disaster relief.

• Over1,800colorsamplestochoosefrom,with over 4,000 colors that are available

• “Good.Better.Behr.”

• Foundedin1866

• Amongthelargestpaintproducersintheworld

• Fortune500Company

• IdeaCenteropenedin2007,locatedinShaker Heights, Ohio

• HGTVhasalineofpaintandsuppliescalled HGTV Home by Sherwin Williams

• “AskSherwinWilliams”

It is important to be aware of all competitors in the related business market. Bliss & Will Advertising

have identified three different paint companies with similar goals and past achievements.

4

Target Audience

“The Eagerly Inexperienced”• RentingDIYShoppers

• Younger Generation Y, Female, Lower income, renters

• Affected by family, peers, school, and mass media

• Over 60 million Generation Y’s in consumer market

• Inexperienced and they look for educated associates to help with purchases

Assisting “The Eagerly Inexperienced• Quickandinteractivetechnologyalongside products • Mobiledeviceaccessibility

“The Paint Loyalists”• CurrentWalmartpaintshoppers

• Younger, female, lower income, minorities and families

• No frills shopping, price sensitive, concerned with product safety

Assisting “The Paint Loyalists”• Productlinesforeasier decision making

• Easilyaccessibledisplays

• 3 -in-1 paints

• Promote coupons on social media websites

• Reachouttochildren

“The Retired Renovators”• DIYshopperspurchasing Walmart home products, excluding paint or supplies

• Baby Boomer generation, home owners, Caucasian and price sensitive

• Experienced and possibly retired

• Paint in order to maintain, update or decorate

• 32% of Baby Boomers prefer Target and Walmart for all–in–one shopping

• Care about efficiency

Assisting “The Retired Renovators”• Adstopromotecommunitywellness• 3–in–1 paints

• In-store convenience

Bliss & Will Advertising feels it is important to categorize the three main types of Walmart shoppers

to better understand the customers’ needs and varying personalities. Below are descriptions of each

target audience and what we can do to help properly assist them for best results and satisfaction.

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SWOT Analysis

• Goodselectionofcolors• Qualityofpaint• Walmart’scustomerbase• Affordability• Mostlocationsareopen24/7• Closetohomelocations(survey results say 60%)

Strengths Weaknesses• Walmart’snegativeperception• LocationofpaintsinWalmart• Lackofaknowlwdgeablestaff• Absenceofadvertisement within Walmart• Almost80%saidtheyhave never bought paint at Walmart and 60% said they would never consider buying paint there

Opportunities

• Theyhavetheresourcesbutit needs to be better utilized (social media, in-store advertising)• LocationofpaintsinWalmart• Useotherdepartmentstosend people to the paint section (sub liminal messaging)• Increasecustomerbase• Opportunitytochangepeople’s perception of Walmart• Buildbrandloyaltyand brand awareness•70%saidtheyusetheirsmart phones often, which is an opportunity to create a mobile application• Morethan80%saidtheyuse social media applications the most, especially Facebook

• Competition(HomeDepot, Lowe’s, Sherwin Williams) • Negativeperceptionof Walmart vs. positive perceptions of Home Depot and LoWe’s• Productsspecification; (When one thinks of home improvement, Walmart may not come to mind.)• Resultsfromsurveyshow 70% would choose to buy paint at Lowe’s and Home Depot

Threats

Bliss & Will Advertising wants to showcase and identify the strengths, weaknesses, opportunities and

threats that Walmart faces. Weaknesses and threats are places we can improve upon once recognized.

The strengths and opportunities can always be enhanced for future success.

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Primary ResearchBliss & Will Advertising decided that in order to have the most successful campaign possible, it was

necessary to better understand the customers we are trying to serve. We put together a survey ask-

ing a variety of questions to achieve this goal. The questions range from the participants financial

background and living situation to their impression of Walmart and social media usage. The survey

results, in conjunction with thorough secondary research, gave our team helpful insight about what

our audience is looking for.

Survey FindingsOur team gave participants the option of

answering questions through a traditional

written survey, or taking the same survey online

through surveymonkey.com. Based on the results

of 658 participants, we learned:

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Consumer InterviewsBliss & Will Advertising conducted fifty personal interviews, asking members of our target audience how they

felt about Walmart, Glidden Paint, and the DIY process, as a whole. The most common tasks people do not

enjoyaboutthepainprocessareissueslike;themess,thepreparations,orthelittledetailsinvolved.Allbutone

person, was aware that Walmart sells Glidden paint. Not one person had a good perception of Walmart, and

all fifty people stated that Walmart only fits into their process as a last resort, if at all. Although, the majority

of the interviewers said that Walmart is a convenient place to shop for almost all their needs in one place, they

still felt that Lowe’s or Home Depot better met their home improvement needs. Here is more defined feedback

on both the pros and cons based on the consumer interviews:

Walmart is convenient;one-stop-shop

Pros:• Walmart has affordable prices • Wide selection of merchandise, and also have food

• Walmart’s supply of house paint in primarily Glidden Paint

Cons:

• Badexperienceswithcustomersand/oremployees • People don’t think of Walmart as a place to buy paint, painting supplies, or tools in general

• Walmart is not a home improvement store

• Perception of Walmart and its products is mostly that it’s cheap • Lack of professionalism or experience from employees

Most people are

Glidden is even sold at Walmart, nor are they aware a paint department even exists

unaware

Staff isunknowledgeable ofpaint products.

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Big Idea

At some point in our lives, we have painted or attempted to paint a room in our house. We have

gone through the steps of picking the right color, buying all the supplies and getting down and dirty

with the task at hand. Some times we get it right and other times, not so right. However, through

thewholeexperiencewearemakingmemories;ourfirsthouse,thenewbaby’sroombrighteningup

the kitchen. If we are lucky enough, possibly a man cave.

Through it all, there is an essence of nostalgia that may be attached to the color we pick. And as

we go through each stage of our lives, those colors will always be with us. That is why Bliss & Will

proposes the “Your Life in Color” campaign for Glidden. We believe that through this campaign we

will be able to touch the lives of the target audience, and bring them to Walmart to purchase Glid-

den paints for their next DIY project. Through social media, special events and in-store touchpoints,

Bliss & Will believes that we can accomplish our goals set forth in this proposal.

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Your Life in Color

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In-Store Promotions

The Problem:• VisibilityofthepaintdepartmentinWalmart is minimal.• Lackofbrandawareness

The Solution:• SpilledpaintfloordecalswithQRcodes/social media logos to create traffic in store and online

• Small paint samples at register to catch shoppers’ eyes while they wait to check out

• Match Glidden Paint swatches with items in other departments • Surveyfindingsshowedgroceryand health/beautywerethetwomost shopped departments.

• In the produce department, match eggplant with Glidden’s Amethyst Jewel

• In the cosmetic department, match Glidden’s Sexy Pink with nail polish or blush.

• In the electronics department, the wall of TV’s will show “Your Life in Color” promotional video

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In-Store Promotions

O R A N G E S L I C EA C C E S S O R I E S

D A R K C H O C O L A T E S E C T I O N A L S O F A

S A G E S H A D E T A B L E L A M P

L U N D S F O R D 1 6 " T O S S P I L L O W

M A T T H E W W I L L I A M SC O F F E E T A B L E

M A T T H E W W I L L I A M S E N D T A B L E

H O M E C O L O R S E L E C T O R

V I E WW I S H L I S T

D A M A S KF L O O R P I L L O W S

L A S T P A G E

N E X T P A G E

A D D T O W I S H L I S T

A D D T O W I S H L I S T

A D D T O W I S H L I S T

A D D T O W I S H L I S T

A D D T O W I S H L I S T

A D D T O W I S H L I S T

RECOMMENDED SECONDARY WALL COLOR OTHER GREAT ORANGES

• Kiosk in paint department for shoppers to be able to visually create their fantasy room • Uploadpictureofroomthatneeds remodeled • Take color personality quiz to formulate what color best fits the scheme of the room • 3-D virtual picture of chosen color on ceiling, trim and walls •Walmart home décor products that correlate with color scheme are suggested

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Social Media

91%are socialnetwork users

74%use Facebook 15%

use Twitter 47%visit for coupons and discounts

89%use social

media apps on their

smartphones 74%

frequently browse the web

15%use theirsmartphone to browse the web

To utilize social media to its fullest with the “Your

Life in Color” campaign, Bliss & Will will be

conducting a conetst that will allow five lucky

winners the chance of a life time to win a

$25,000 room makeover from Glidden Paint and

Walmart. The winners will be selected based on

the amount of “likes” on Facebook, “retweets”

on Twitter and “pins” on Pinterest they acquire

on their uploaded images and testimonials. The

participant receiving the most votes from

spectators at the Chelsea Pier Fashion Week show

will be awarded the Grand Prize.

No campaign can be complete without entering into the realm of social media. From Facebook to

Pinterest, and Twitter to Instagram, companies are reaching out in any possible way to get in contact

with their target audiences to build credibility and brand loyalty. During our survey, Bliss & Will

found some of the following facts about the intended target audiences’ social media, web and media

consumption habits:

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YouTube Video

The video begins with a retired couple deciding to paint their home and update it to be sold.•Walmartdécorshown in home

The couple is then shown walking into Walmart and soon leaving with Glidden paint.

As they start to paint their house, (with paint and Glidden logo in view,) they start to flashback to their first time painting the house.

Flashback: The same couple, now younger, painting their home as a new family with children running around helping, laughing and having fun. Again, showing Glid-den and Walmart supplies.

UsingYouTube,Bliss&WillAdvertisingwillcreateachannelthatwillcompriseof3:30-4:00min-

ute videos depicting our three target audiences, especially “The Eagerly Inexperienced” and “The

Retired Renovators.” The people depicted in the videos will be going to Walmart and purchasing

Glidden Paint. They will have a simplistic and creative experience that proves they can make their

house a home with a little color. The video series will not only depict the shoppers buying Glidden

paint, but also will show Walmart home products and provide DIY tips and tricks to encourage oth-

ers to follow suit.

Focus goes back to the retired couple painting and smiling. Then there is a knock on door. The kids are all grown up and walk in with their families.

The family continues to paint with everyone laughing and hav-ing fun with kids running around.

The couple looks at their finished work happily. The realtor yard sign then reads, “sold.”

End with “Glidden: Your Life in Color.”

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Cause MarketingBliss & Will Advertising would like to partner with K.I.D.S (Kids in Distressed Situations). We

feel that this is an important organization to work with because helping children succeed and live

healthy lifestyles is a significant part of the future and the future of super centers like Walmart. We

want to do all we can to ensure health and safety for young children in unfortunate circumstances.

K.I.D.S. is a global charity that helps homeless children and families, victims of domestic abuse,

military families, ill children and children challenged by low literacy. The charity, with 2,000 pro-

grams, changes lives by donating new shoes, new clothing, books and new toys to families all over.

Nearly, $1 billion has been donated to almost 70 million children.

We would like to show our support by holding a paint workshop for the kids in our community and

donating new goods to K.I.D.S.

The paint workshop will consist of children painting and decorating small birdhouses with Glidden

Paint colors. The idea of a birdhouse symbolizes a home for local families, which is what K.I.D.S.

strives to ensure around communities.

Bliss & Will Advertising would like to have a representative from K.I.D.S there to assist us in our

efforts and promote their organization in local communities like Youngstown.

•To encourage children to be creative •To peak the local homeowners’ interests in Glidden Paint. •To create compassion toward building a better home life

We hope to provide a family friendly event open to the public. The three main goals we hope to achieve by holding this event are:

“A Nurturing Nest Workshop” •Weekend event on Saturday and Sunday May 10-11 •Tent in parking lot at lower income area Walmarts •Lemonade and cookies donated from Walmart bakery •WoodenbirdhousesdonatedbyWalmart

•WorkshopExpensesInclude: • $150,000 for all materials, promotion and additional needs

Bliss & Will Advertising want to help the charity and raise Glidden and Walmart awareness.

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In conjunction with New York fashion week, we chose Chelsea Pier as a prime location for the

“What’s Your Hue?” fashion show. We felt that this location better suites our target markets of “The

Eagerly Inexperienced,” “The Paint Loyalists,” and “The Retired Renovators,” in the New York area

and would generate a significant amount of publicity. Throughout fashion week, five finalists will

be chosen to compete in room makeovers. They will decorate an empty room using nothing but

Glidden paint and a box full of home décor supplies from Walmart. The winner of the contest will

receive a complete room makeover by Glidden and Walmart.

Special Events: Fashion Show

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Budget: May, 2014 - September, 2014

Hulu ADVERTISNG

$250,000

You Tube ADVERTISNG

$250,000

K.I.D.S. Event

$150,000

Social Media Contest

$100,000

Fahion Week at Chelsea Pier

$2,000,000

In-Store Signage

$6,000,000

You Tube Video Series

$250,000

Kiosk, App, Microsite Development

$250,000

Contingency Fee

$750,000

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May ‘14 June ‘14 July ‘14 Aug ‘14 Sep ‘14

K.I.D.S Special Events

You Tube Advertising

hulu advertising

In-Store Signage

Fashion Week

Timeline: May, 2014 - September, 2014

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While this campaign will span a five month period, from May 2014 to September 2014, to measure, monitor and evaluate the Return on Investment for the “Your Life In Color Campaign”, Bliss & Will recommends the following to make sure that the campaign is a complete success:

Social Media

Facebook – Acquire one-thousand new fans to page per month over duration of campaign.

Twitter – Gain five-hundred followers to Twitter account per month over duration of campaign.

In-Store

CaptureinformationfromtargetaudienceandWalmartcustomersQRcodedownloads

Information gathered from kiosks placed at Walmart Supercenter stores in the locations stated in our plan

Downloads of “Your Life In Color” branded app for smart phones

Measure brand awareness of Glidden paint after campaign launch though in-store and online surveys.

Conclusion & Evaluation

Referenceswww.akzonobel.com

http://suite101.com/article/luschers-color-test-can-reveal-your-personality-a238269 -Clifton, Daphni. “Basic Needs a New Light.” International Jour-nal of Reality Therapy, Vol. XXVI, No. 1.

-Colors and Humans (Thinkquest.org)

-Luscher,Max.“TheColorQuiz.”

-Snell, Teddye. “Feeling Blue? Relax, you’re happier than you think.” Tahlequah Daily Press. February 22, 2006.

facebook.comtwitter.compinterest.comhulu.comyoutube.comadobe.comglidden.comakzonobel.comcensusbureausurveymonkeyWall Street Journal

ProductionKinkosAdobe CS6All operations were performed on a Mac

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