Wilsonart 2013 Program

1. A
Marke(ng
Communica(ons
Plan
to
Support
Wilsonart
DRAFT:
SUBMITTED
DECEMBER
17,
2012
Confidential! 1

2. 2013
Wilsonart
Home
Residen(al
Public
Rela(ons
Program
SUBMITTED
DECEMBER
14,
2012
Confidential! 2

3. WILSONART
• Brand
Objec(ve
– Posi:on
Wilsonart
and
its
product
lines
for
home
residen:al
and
commercial/
contract
as
the
desirable
decora:ve
surface
solu:on
–
3

4. WILSONART
• Background
– Two
thousand
and
twelve
marked
a
year
of
change
and
exci:ng
new
possibili:es
for
Wilsonart
• Kristen
Manos
was
appointed
President
of
Wilsonart
in
early
2012
Coming
from
Herman
Miller,
Kris
brought
industry
knowledge,
significant
rela:onships
and
a
strategic
perspec:ve.
Young,
aYrac:ve,
a
mom,
Kris
gives
a
new
face
to
the
brand,
one
that
is
contemporary
and
appealing
• For
the
first
:me
in
several
years,
the
company
supported
marke:ng,
adver:sing
and
PR,
hiring
new
agency
partners
charged
to
rekindle
consumer
interest
in
laminate
and
aYack
granite
• Wilsonart
returned
to
KBIS
and
placed
a
stake
in
the
ground
that
they
were
back,
and
back
in
a
big
way
• Commitments
con:nued
to
support
great
design,
sustainability
and
an
engaged
and
educated
sales
force
Confidential! 4

5. WILSONART
• Background
– Two
thousand
and
twelve
marked
a
year
of
change
and
exci:ng
new
possibili:es
for
Wilsonart
• In
late
2012,
the
company
became
Wilsonart
Interna:onal
Holdings
LLC.
The
new
en:ty
is
jointly
owned
by
funds
managed
by
Clayton,
Dubilier
&
Rice
(CD&R)
and
ITW
• John
Krenicki
has
been
appointed
as
CD&Rs
Opera:ng
Partner,
Chairman
and
interim
CEO
as
of
January
13,
2013
• CD&R
has
pledged
to
invest
in
Wilsonart
and
explore
opportuni:es
• CD&R
is
also
looking
for
aggressive
growth.
While
they
are
keeping
the
current
management
team
in
place,
expecta:ons
are
high
and
results
must
be
delivered
• The
focus
for
PR
in
2013
must
be
ini:a:ves
that
Inspire
with
Design;
Engage
at
Every
Point
and
Cul:vate
and
Grow
Confidential! 5

6. WILSONART
STRATEGIC
PLATFORMS
• Background
– We took the inspiration for three core strategies from the
communications platform you are using to reach the home
remodeling market:
• Inspire
With
Design
• Engage
at
Every
Point
• Cul:vate
&
Grow
– PR’s mission for 2013 will be to creatively leverage the
communications platform to combat
the
chaYer
and
coverage
surrounding
Formica
100th
Anniversary
celebra:on,
s:mulate
interest
by
new
consumer
groups
and
give
consumers
credible
reasons
to
“Believe
It.”
Confidential! 6

7. INSPIRE
WITH
DESIGN
• Strategic
PlaDorm
#
1:
Inspire
With
Design
– Design
s:ll
drives
consumers
when
choosing
a
new
countertop.
And
some
consumers
s:ll
don’t
know
that
laminate
today
rivals
the
beauty
of
other
surface
choices.
Further,
a
design
message
can
be
married
to
advances
in
technology
that
make
Wilsonart
HD
a
beau:ful,
contemporary
choice.
With
the
new
Carnival
designs,
integrated
sinks,
decora:ve
edges
–
and
poten:ally
a
back
splash
program
–
Wilsonart
has
a
great
design
story
to
tell.
• Media,
such
as
Consumer
Reports,
have
no:ced.
“Improved
imaging
technologies
have
given
laminate
countertops
a
serious
design
makeover
in
recent
years,
but
you
s:ll
had
to
seYle
for
a
sink
that
sat
on
top
of
the
counter
where
the
edge
could
collect
dirt
and
bacteria.
Now
there's
a
seamless
solu:on
from
Wilsonart—acrylic
sinks
that
can
be
chemically
bonded
to
a
laminate
counter
to
create
a
look
that
was
formerly
only
available
in
solid
surfacing,
stainless
steel
and
concrete.”
Confidential! 7

8. INSPIRE
WITH
DESIGN
• Strategic
PlaDorm
#
1:
Inspire
With
Design
– Summer
Baltzer
joined
as
Wilsonart’s
spokesperson
in
2012.
She
was
a
design-­‐focused
voice
for
blogger
conferences,
trade
shows
and
within
our
press
materials.
While
we
recommend
con:nuing
with
her
in
2013,
we
believe
the
:me
is
right
for
Wilsonart
to
align
with
a
media
genic
spokesperson
whose
creden:als
will
give
us
access
to
na:onal
print
and
TV
placements.
Budget
permilng,
we
will
also
look
for
experts
whose
design
aesthe:cs
and
reputa:ons
can
reinforce
Wilsonart’s
reputa:on
as
a
design
focused
company.
• Designers
such
as
Robin
Wilson,
an
African
American
woman
and
an
eco-­‐
friendly
interior
designer
or
Anise
Darnell,
of
Milk
&
Honey
Home,
who
regularly
contributes
“design
on
a
budget”
content
on
HGTV.com
Confidential! 8

9. ENGAGE
AT
EVERY
POINT
• Strategic
PlaDorm
#2:
Engage
at
Every
Point
– Lloyd
Alter,
an
editor
at
Treehugger,
posed
a
simple
ques:on
“How
Did
Granite
Get
to
be
the
Kitchen
Counter
Standard?”
His
column
goes
on
to
chronicle
granite’s
transforma:on
from
a
high
cost,
highly
localized
product
to
a
low
cost
global
business.
• “Granite
is
rela:vely
new
to
the
kitchen
counter;
back
in
1987,
it
was
preYy
much
available
in
only
two
colors,
it
was
incredibly
expensive
and
was
not
even
considered
good
counter
material
because
of
its
lack
of
resilience.
Yet
in
less
than
a
decade,
it
went
from
being
luxurious
to
ubiquitous-­‐
it
is
in
every
new
condo
and
apartment
regardless
of
price.
It
became
the
cherry
on
top
of
the
McMansion
sundae.
The
price
dropped
so
far
and
so
fast
that
one
can
now
order
it
online
in
Florida
for
$19.95
per
square
foot,
almost
as
cheap
as
a
laminate
counter.”
Confidential! 9

10. ENGAGE
AT
EVERY
POINT
• Strategic
PlaDorm
#2:
Engage
at
Every
Point
– Alter
goes
on
to
state:
• “A
heavy,
local,
expensive
and
luxurious
material
has
been
turned
into
cheap,
ubiquitous,
3/4"
thick
wallpaper.
A
powerful
industry
has
grown
and
thrived
in
the
face
of,
and
in
fact
in
spite
of,
a
rising
interest
in
green
and
sustainable
materials,
for
a
granite
counter
is
anything
but
green.”
– With
Wilsonart
poised
to
release
credible,
third
party
Lifecycle
Analysis,
the
company
is
in
an
excellent
posi:on
to
Engage
at
Every
Point
with
a
message
to
green
consumers,
an
audience
we
have
not
previously
courted.
The
report
can
kick
start
a
conversa:on
to
educate
the
buying
public
of
the
greater
benefits
laminate
offers
consumers
–
a
lower
cost
and
much
smaller
carbon
footprint.
Confidential! 10

11. ENGAGE
AT
EVERY
POINT
• Strategic
PlaDorm
#2:
Engage
at
Every
Point
– We
know
that
consumers
today
are
no
longer
interested
in
sustainable
products
purely
for
the
sake
of
“being
green.”
– Consumers
also
want
to
be
in
control
of
their
decisions.
They
demand
sustainable
products
that
not
only
perform,
but
also
make
it
easy
for
them
to
be
“green.”
– Wilsonart
can
recruit
a
high
visibility
designer
whose
exper:se
intersects
sustainability
with
great
design
and
home
products
– By
doing
so
we
can
align
the
HD
product
within
the
larger
context
of
green
remodeling,
a
trend
experts
say
is
“here
to
stay.”
Homeowners
who
remodel
using
environmentally-­‐friendly
prac:ces
and
products
know
that
many
products
pay
for
themselves
within
a
maYer
of
years.
Confidential! 11

12. ENGAGE
AT
EVERY
POINT
• Strategic
PlaDorm
#2:
Engage
at
Every
Point
– Communica:ng
that
Wilsonart
is
pro-­‐ac:ve
on
many
sustainable
fronts
also
posi:ons
the
company
well
within
the
design
community,
a
group
highly
interested
in
and
recep:ve
to
environmental
issues.
– As
Wilsonart
prepares
for
its
new
headquarters,
green
building
prac:ces
should
be
incorporated
every
step
of
the
way.
By
doing
so,
the
company
demonstrates
that
it
“walks
the
walk.”
It
can
also
be
used
for
sustainability
stories
for
2014.
– Finally,
as we saw with Mr. Alter’s column, we
believe
media
will
be
recep:ve
to
a
story
that
shows
Wilsonart
HD
laminate’s
beYer
carbon
footprint.
Within
this
context,
the
sustainability
message
supports
the
aYack
granite
strategy.
Confidential! 12

13. CULTIVATE
&
GROW
• Strategic
PlaDorm
#
3:
Cul7vate
&
Grow
– Fabricators
represent
an
important
–
one
might
say
cri:cal
-­‐
component
in
a
consumer’s
decision
of
what
countertop
surface
to
choose.
With
the
current
distribu:on
system
it
is
difficult,
if
not
impossible,
to
educated
them
on
why
they
should
spec
Wilsonart
HD.
– We
know
that
Wilsonart
has
been
exploring
how
to
increase
training
for
this
group.
This
is
an
important
step
as
the
number
of
Gen
X
or
Y
fabricators
trained
to
install
kitchen
countertops
with
laminate
is
diminishing.
– We
have
recommended
Wilsonart
talk
with
ToolBelt
Produc:ons
about
tailoring
a
program
to
reach
fabricators
at
key
trade
shows
and
venues
where
they
gather
for
“hands
on”
training.
Confidential! 13

14. CULTIVATE
&
GROW
• Strategic
PlaDorm
#
3:
Cul7vate
&
Grow
– Fabricators
represent
an
important
–
one
might
say
cri:cal
-­‐
component
in
a
consumer’s
decision
of
what
countertop
surface
to
choose.
With
the
current
distribu:on
system
it
is
difficult,
if
not
impossible
to
educated
them
on
why
they
should
spec
Wilsonart
HD.
– We
know
that
Wilsonart
has
been
exploring
how
to
increase
training
for
this
group.
This
is
an
important
step
as
the
number
of
Gen
X
or
Y
fabricators
trained
to
install
kitchen
countertops
with
laminate
is
diminishing.
– We
have
recommended
Wilsonart
talk
with
Toolbelt
Produc:ons
about
tailoring
a
program
to
reach
fabricators
at
key
trade
shows
and
venues
where
they
gather
for
“hands
on”
training.
Confidential! 14

15. CULTIVATE
&
GROW
• Strategic
PlaDorm
#
3:
Cul7vate
and
Grow
– Toolbelt
Produc:ons
is
already
set
up
to
design
turnkey
educa:on–training
programs
specifically
for
the
home
remodeling
industry,
including
fabricators
and
installers.
We
have
advised
Wilsonart
to
discuss
designing
a
“Installa:on
101”
presenta:on
that
would
be
offered
in
mul:ple
markets
across
the
US
– Each
of
our
Strategic
Plavorms
would
inform
the
tac:cs
outlined
in
our
Home
Remodeling
Program
Confidential! 15

16. HOME
RESIDENTIAL
• Objec(ve
– Grow
laminate
share
of
surfacing
category
by
posi:oning
Wilsonart
HD
as
a
desirable
kitchen
countertop
solu:on
and
the
smart
alterna:ve
to
other
surfaces
–
16

17. HOME
RESIDENTIAL
PROGRAM
• Recommended
Tac(cs
for
Home
Residen(al
Program
– News
Bureau
• Year
Round
Announcements
&
New
Product
Look
Books
• Editor
Showcases
&
Speed
Pitching
Events
• Controlled
Media
Vehicles
• Proac:ve
and
Reac:ve
Media
Pitching
• Editorial
Awards
&
Entries
• Media/Blogger
Makeovers
– Design/Sustainability
Experts
• Danny
Seo
• Summer
Baltzer
• Robin
Wilson
Confidential! 17

18. HOME
RESIDENTIAL
PROGRAM
• Recommended
Tac(cs
for
Home
Residen(al
– Trade
Shows
• KBIS
• Home
Remodelers
Show
• JCL
Live
• Residen:al
Trade
Outreach
– Apartment
Therapy
– Blogger
Outreach
• Blogger
Conferences
• Blogger
Honoraria/Sponsorships
– Social
Media
Confidential! 18

19. NEWS
BUREAU
• Year-­‐Round
Press
Announcements
– Announcements
would
be
aligned
with
new
product
introduc:ons,
trade
shows
and
seasonal
trend
opportuni:es
via
press
releases
and/or
look
book.
Topics
would
include:
• HD
Spring/Fall
design
launches
and
home
improvement
trends
• Summer
2013
HD/Premium
launch
• Special
Collec:ons,
i.e.,
Vintage/Wave
• Laminate
paYerns
that
impacted
design
• Corporate
Announcements,
etc.
• Regional
Events/Programs
Confidential! 19

20. NEWS
BUREAU
• Year-­‐Round
Press
Announcements
(cont’d)
– U:lize
SmartSheet
for
informa:on
distribu:on
in
a
:mely
manner
:ed
to
publica:ons’
editorial
deadlines:
• Long-­‐lead,
4-­‐6
months
• Mid-­‐lead,
2
months
• Short-­‐lead,
3
week
• PR
Newswire/Businesswire
in
targeted
markets
and
ver:cals,
strategic
to
each
announcement
Confidential! 20

21. NEWS
BUREAU
• Editors’
Showcase/Speed
Pitching
Events
– Editorial
showcases
efficiently
bring
products
to
top-­‐:er
broadcast,
print
and
online
home/garden
editors.
– Showcase
organizers
limit
the
number
of
featured
products.
– Wilsonart’s
table
(or
a
kitchen
countertop
display)
would
include
chip
samples,
USB
press
kits,
edges,
stain
samples,
an
iPad
with
videos,
and
a
raffle
for
a
makeover
to
include
installa:on.
We
would
budget
for
two
of
these
events
per
year.
• Home/Garden
Speed
Pitching,
New
York
City
(May
2013)
• Home
or
Green
Products
Event,
TBD
Confidential! 21

22. NEWS
BUREAU
• Controlled
Media
Vehicles
– Mat,
newspaper
features
and
co-­‐op
SMT
efficiently
bring
Wilsonart
messages
to
consumers
through
these
themed
controlled
distribu:on
vehicles.
• Mat
release
on
Spring
and
Fall
introduc:ons
ci:ng
design
trends
and
sustainability
messaging
for
a
home
improvement
or
trends-­‐based
content
• Remodeling
Co-­‐op
SMT
or
themed
newspaper
feature
includes
third-­‐party
designer
:ps
and
ideas
• Remodeling
Makeovers
– Makeovers
for
media,
bloggers
and
contest
winners
in
2012
are
in
process
and
offer
content
for
website,
social
media
and
tes:monials
for
Wilsonart
products
and
services
– Wilsonart
Philanthropy
with
product
dona:ons
offer
another
tool
to
tell
a
story
about
the
company’s
culture
and
shows
case
studies
for
trade
media
and
social
media
purposes.
Confidential! 22

23. NEWS
BUREAU
Proac(ve
&
Reac(ve
Media
Outreach
Confidential! 23

24. NEWS
BUREAU
• Editorial
&
Industry
Award
Entries
(cont'd)
– 2013
Wilsonart
submissions
to
include
such
publica:on
and
trade
associa:on
awards
as:
• Homebuilder
Execu:ve
Innova:on
Awards
• Architectural
Products’
Product
Innova:on
Awards
• VMSD
Call
for
Products
• Kitchen
&
Bath
Design
News
Product
Trends
Report
• Best
of
KBIS
• Interior
Design
Magazine
Spring
Tabloid
• IIDA
Industry
News
Form
Spring/Summer
• IIDEX
THINK
Material
• Countertops
and
Architectural
Structures
• KBCulture
Awards
Confidential! 24

25. DESIGN
&
SUSTAINABILITY
EXPERTS
• Spokesperson
–
Danny
Seo
– We
recommend
hiring
Danny
Seo,
America’s
leading
environmental
lifestyle
expert,
as
a
new
Wilsonart
spokesperson
Confidential! 25

26. DESIGN
&
SUSTAINABILITY
EXPERTS
• A
LiZle
About
Danny
– Syndicated
columnist
– Today
Show
Lifestyle
Contributor
– Author
of
9
best-­‐selling
lifestyle
books
– 650,000
Danny
Seo-­‐branded
cookware,
bakeware
and
kitchen
accessories
sold
in
9
months
in
TJ
Maxx,
Marshalls
and
Home
Goods
– Voted
by
People
Magazine
one
of
“50
Most
Beau:ful
People
in
the
World”
Confidential! 26

27. DESIGN
&
SUSTAINABILITY
EXPERTS
• A
LiZle
About
Danny
– Current
and
previous
endorsements
have
included
Ford
Motor
Company,
LG,
Method
Home,
Microsox,
Dyson
and
Campbells
Confidential! 27

28. DESIGN
&
SUSTAINABILITY
EXPERTS
• Ac(vi(es
with
Danny
– KBIS
Appearance
• Blogger
Meet
Up
• Debut
Lifecycle
Analysis
report
• Appearance
at
Wilsonart
Booth
• Media
Briefing
in
Press
Room
• Inclusion
in
all
media
materials
• Video
content
for
social
media
sharing
– Product
Integra:on
Opportuni:es
• Eco-­‐building
Danny
is
designing
in
NYC
Confidential! 28

29. DESIGN
&
SUSTAINABILITY
EXPERTS
• Ac(vi(es
with
Danny
– Sustainable
Brands
Conference
• Blogger
Meet
Up
• Appearance
at
Wilsonart
Booth
• Discuss
Lifecycle
Analysis
report
• Poten:al
Speaking
Slot
• Inclusion
in
all
media
materials
• Distribute
release
over
Corporate
Social
Responsibility
Newswire
• Video
content
for
social
media
sharing
– Media
Opportuni:es
• Danny
already
booked
through
April
– Na:onal
TV
Show
appearances
– Rachael
Ray
kitchen
makeover
f
or
the
magazine
Confidential! 29

30. DESIGN
&
SUSTAINABILITY
EXPERTS
• Incremental
Opportuni(es
– Danny
Seo-­‐branded
Wilsonart
PaYerns
• Danny’s
products
currently
in
3680
retail
doors
• Launch
small
selec:on
of
paYerns
at
KBIS
• This
could
be
set
up
as
a
royalty
arrangement
– Danny
using
bio-­‐mimicry
color
schemes
• This
will
be
for
his
sox
home
line
• This
could
complement
Wilsonart’s
bio-­‐mimicry
• PaYerns
might
be
extended
to
any
decora:ve
surface
Confidential! 30

31. DESIGN
&
SUSTAINABILITY
EXPERTS
• Summer
Baltzer
– We
would
con:nue
to
work
with
HGTV/Design
on
a
Dime’s
Summer
Baltzer
to
support
campaign
ini:a:ves
including:
• Media
interviews
• Quotes
for
mat
and
newspaper
feature
releases
• Appearance
at
trade
shows
and/or
blogger
events
• Video
vigneYes
for
Wilsonart
content
• Judge
social
media
compe::ons
• Design
consulta:on
for
editorial
and
consumer
makeovers
Confidential! 31

32. DESIGN
&
SUSTAINABILITY
EXPERTS
Robin Wilson
A
successful
eco
designer,
Robin
Wilson
works
to
educate
consumers
about
interior
design,
healthier
lifestyles
and
preventa:ve
measures
to
create
eco-­‐
healthy
environments.
She
has
designed
for
the
Kennedys
and
the
Clintons.
She
has
spoken
at
The
Aspen
Ins:tute,
the
Architectural
Digest
Home
Show,
Conserva:on
Interna:onal
among
others.
She
appears
on
HGTV’s
“Selling
New
York”
and
was
featured
in
the
Origins
2011
campaign
for
Eco-­‐Chic
holiday
décor.
Confidential! 32

33. DESIGN
&
SUSTAINABILITY
EXPERTS
• Robin
Wilson
– We
could
work
with
Robin
for:
• Media
interviews
• Quotes
on
Look
Books
• Appearance
at
blogger
events
• Video
vigneYes
for
Wilsonart
content
• Tips
&
design
content
for
social
media
sharing
Confidential! 33

34. TRADE
SHOWS
• KBIS
(Chicago,
Spring
2012)
The
overarching
theme
of
sustainability
would
draw
media
and
trade
to
the
booth.
• Blogger/tradi:onal
media
invited
for
a
Tweet
Up
@
the
Booth
where
they
meet
Danny
to
discuss
the
Lifecycle
Analysis
Report
report
in
the
morning
• Press
Room
sponsorship,
Danny
visits
press
room
from
12:00
to
2:00
pm
for
informal
media
briefings
• Brief
video
featuring
Wilsonart
sustainability
commitment
and
comments
from
Danny
• Interviews
pitched
for
Kris
• New
paYerns
debuted
• Tie
in
with
all
Bolin
adver:sing
recommenda:ons
Confidential! 34

35. TRADE
SHOWS
• Remodeling
Show
(Chicago,
October
16-­‐18,
2013)
– In
reaching
the
home
construc:on
community,
we
suggest
working
with
Greg
and
Sue
Burnet
from
Toolbelt
Produc:ons,
a
Chicago-­‐based
construc:on
and
educa:on
training
company.
Past
Toolbelt
Produc:ons
have
assisted
companies
in
developing
alliances
with
installers
in
key
markets
who
would
sign
up
to
par:cipate
in
these
live,
professional
development
clinics
Confidential! 35

36. TRADE
SHOWS
• Remodeling
Show
(Chicago,
October
16-­‐18,
2013)
– We
would
work
with
them
to
develop
and
implement
turnkey
educa:on-­‐training
programs:
• A
Wilsonart
101
How-­‐to
series
to
offer
a
solu:on
for
installers
to
introduce
Wilsonart
as
the
decora:ve
surface
for
any
room
in
the
house
• We
would
raffle
tools
that
installers
require
for
the
job
and
an
iPad
during
the
presenta:on
• Par:cipants
would
receive
a
Wilsonart
Installa:on
Partner
cer:ficate
Confidential! 36

37. RESIDENTIAL
TRADE
OUTREACH
• Toolbelt
Produc(ons
(cont’d)
• We
would
arrange
for
this
type
of
hands-­‐on
presenta:on
at:
o Remodeling
Show
(Chicago)
–
October
1-­‐18
o JLC
Live
(Providence)
–
March
20-­‐23
o Top
10
Remodeling
Markets
(NARI)
 Houston
 Dallas/Ft.
Worth/Aus:n
 Oklahoma
City
 CharloYe
 San
Antonio
 PiYsburgh
 Buffalo
 Denver
 Tulsa
 Philadelphia
Confidential! 37

38. RESIDENTIAL
TRADE
OUTREACH
• Toolbelt
Produc(ons
(cont’d)
– Business
media
pitch
in
each
market
Toolbelt
Produc:ons
offers
training
• Trade
media
coverage
of
Wilsonart’s
program
would
be
pursed
once
several
training
sessions
has
taken
place
• We
would
pitch
a
na:onal
business
story
towards
end
of
the
year
Confidential! 38

39. APARTMENT
THERAPY
• Apartment
Therapy
– “Wilsonart
Presents”
an
Apartment
Therapy
sponsorship
• Apartment
Therapy
would
create
an
exclusive
hub/landing
page
for
Wilsonart,
transpor:ng
readers
to
a
full
page
dedicated
to
"how-­‐to"
videos,
design
:ps,
kitchen
ideas
etc.
Note:
videos
recommended
with
Summer,
Danny
and
Robin
would
be
shared
as
content
here.
• AT
would
post
Wilsonart
content
interspersed
with
Apartment
Therapy
"kitchen"
and
"design"
posts
crea:ng
a
co-­‐branded
treatment.
This
campaign
will
also
have
100%
SOV,
co-­‐branded
banners,
lex
hand
naviga:on
buYons
on
the
home
page
and
Sponsored
Posts
driving
to
this
hub.
Confidential! 39

40. BLOGGER
OUTREACH
• Blogger
Conferences
– Based
on
budget
and
opportuni:es
we
would
aYend
and/or
sponsor
a
Wilsonart
design
expert
at
the
following
conferences:
• Design-­‐Bloggers/LA
(March
3-­‐5)
• Mom
2.0
Summit/LA
(May
3-­‐5)
• Dwell
on
Design/LA
(June)
• Social
Luxe
Lounge/Chicago
(July)
• Alt
Summit/NYC
(August)
– Depending
upon
conference,
the
story
would
be
design
or
sustainability-­‐focused
Confidential! 40

41. BLOGGER
OUTREACH
• Blogger
Sponsorship
– Provide
honoraria
to
top-­‐:er
bloggers
with
>
5k
UVM
to
post
about
Wilsonart
in
conjunc:on
with
home
themed
topics
– Create
Wilsonart
branded
prizes
for
sponsorships,
trade
shows,
social
media,
etc.
Confidential! 41

42. SOCIAL
MEDIA
• Social
Media
Content
&
Calendar
(with
Bolin)
– Facebook
• In
addi:on
to
suppor:ng
adver:sing
contests
,
we
will
post
trends,
new
product
and
comments
from
Danny
Seo,
Summer
Baltzer
and
other
designers.
– TwiYer
• Similar
tweets
will
support
Facebook
content.
In
addi:on
we
recommend
driving
#RealFake
during
ICFF
and
heavily
suppor:ng
#Dreamkitchens
to
support
blogger
contests
– Pinterest,
Flickr,
Houzz
• Update
Pinterest,
Flickr,
Houzz
with
appropriate
lifestyle
photos
• Makeover
photos
(see
Makeover
tac:c)
• Pinterest
Business
Page
development
with
Bolin
– Web
• Update
content
with
images,
video
from
program
tac:cs
Confidential! 42

43. MEASUREMENT
Measurement
Tools
• Target
Awareness
and
Engagement
•
Create
Buzz
and
Conversa:on
•
Obtain
Reviews
and
Editorial
Coverage
•
Generate
Interac:on
and
Conversion
- Tools
we
use
include
Burrelle’s
Clipping
Service,
Compete
and
Radian
6
to
monitor
and
track
results
Confidential! 43

44. 2013
Wilsonart
Commercial–
Contract
Public
Rela(ons
Program
DRAFT:
SUBMITTED
DECEMBER
17,
2012
Confidential! 44

45. CONTRACT/COMMERCIAL
• Objec(ve
Grow
laminate
category
by
posi:oning
Wilsonart
as
a
materials
company
with
a
desirable
decora:ve
surface
solu:on
45

46. WILSONART
• Background
– Wilsonart’s
primary
laminate
compe:tor,
Formica,
is
poised
to
celebrate
its
100th
anniversary
in
2013.
We
believe
Formica
will
take
the
opportunity
to
leverage
that
anniversary
to
focus
aYen:on
and
seek
coverage
on
itself
as
the
“innovator”
of
the
laminate
category.
Wilsonart,
as
the
leading
producer
of
laminate,
has
the
opportunity
to
tell
its
own
story
and
insinuate
itself
into
Formica-­‐anniversary
coverage
by
focusing
a
discussion
with
designers
and
the
contract
business
and
posi:on
itself
as
a
“leader.”
Confidential! 46

47. WILSONART
• Strategic
PlaDorm
– Against
this
background,
we
recommend
Wilsonart
leverage
and
present
the
intellectual
argument
of
Grace
Jeffers
presenta:on
ManMade
Natural:
Real
versus
fake
materials,
a
new
perspec(ve
–
aka
–
“Real/Fake”
Confidential! 47

48. WILSONART
• Strategic
PlaDorm
(cont’d)
– By
adop:ng
this
theme,
Wilsonart
would
be
perceived
as
taking
the
high
ground
to
reinforce
the
legi:macy
of
the
ENTIRE
laminate
category,
not
just
its
own
brand.
By
begging
the
ques:on
of
real
vs.
fake
and
bringing
into
the
discussion
other
so-­‐
called
“fakes”
in
categories
ranging
from
faux
fur
to
solar
panels
–
products
which
provide
equal
or
greater
benefits
to
consumers
at
a
lower
cost
and
a
smaller
carbon
footprint
–
Wilsonart
can
make
a
winning
case
to
trade
for
the
legi:macy
and
primacy
of
“fake”
surfaces
like
laminates.
And
while
this
strategy
will
not
be
executed
against
a
consumer
audience,
we
believe
it
an
ideal
discussion
to
have
with
the
trade
in
2013.
Confidential! 48

49. WILSONART
• Strategic
PlaDorm
(cont’d)
– The
“Real/Fake”
plavorm
is
also
one
that
Wilsonart
can
own
and
build
upon
for
many
years
beyond
2013
to
create
a
compelling
–
and,
we
believe,
ul:mately
winning
–
argument
that
so-­‐called
“fake”
products
have
a
legi:macy
and
saliency
because
they
address
“real”
problems
and
issues
faced
by
consumers
and
trade,
e.g.,
lower
cost,
convenience,
less
high
maintenance
and
in
many
cases,
more
eco-­‐friendly.
– It
is
a
story
that
will
interest
the
contract
and
commercial
audiences
where
Grace
has
significant
credibility.
Confidential! 49

50. CONTRACT
PLAN
• Man-­‐Made
Natural:
Real
Versus
Fake
Materials,
A
New
Perspec(ve
– In
2012
we
worked
with
Grace
Jeffers
to
update
her
presenta:on,
aka
“Real/Fake”
– In
2013
she
would
deliver
this
beau:fully
updated
presenta:on
at
key
2013
A&D-­‐
focused
conferences
and
online
as
a
webinar:
• IDSA
dates
TBD
• ICFF
(see
above)
April
• IIDEX/NEOCON
April/May
(possible
keynote)
• Architecture
Resource
Librarians
(possibly
at
FIT)
• Metropolis
(date
TBD)
Confidential! 50

51. CONTRACT
PLAN
• Contract
Launches/Re-­‐launches
– We
would
develop
trade
announcements
for:
• Solid
Surface
launch
• Sustainability
success
report
(:ed
to
the
LCA
announcement)
• Chemsurf
re-­‐launch
• Fire-­‐Rated
re-­‐launch
• Digital
sox
launch
• FSC
Re-­‐cer:fica:on
• Lifecycle
&
Lifecycle
Material
Analyses
• Infographic
on
cer:fica:ons
• Glue
U
Webinar
Promo:on
Confidential! 51

52. CONTRACT
PLAN
• Contract
Launches/Re-­‐launches
(cont’d)
– We
would
distribute
informa:on
about
each
new
launch
and
announcement
through
• PR/Business
wire
news
services
• Trade
outlets
• Online
ver:cals
• LinkedIn
groups
(as
appropriate)
• Wilsonart
proper:es:
Contract
website,
Brand
Portal,
The
Watercooler
and
The
Statement
• Wilsonart
Social
Media
proper:es
• TODL
(with
Speck
Communica:ons)
Confidential! 52

53. CONTRACT
PLAN
• Wilsonart
Chair
Compe((on
– BlogFest
sponsorship
(described
here
but
part
of
residen:al
plan
and
budget)
• We
recommend
partnering
with
Kravet/BlogFest
to
support
the
unveiling
of
the
chair
winners
at
ICFF,
as
we
did
in
2012
– In
2013
we
would
announce
winners
of
the
9th
Annual
Chair
Compe::on
Confidential! 53

54. CONTRACT
PLAN
• Wilsonart
Chair
Compe((on
(cont’d)
– Ninth
and
Tenth
Year
Anniversary
Compe::ons
• We
would
explore
program
components
to
support
the
10th
Anniversary
of
the
compe::on
and
what
ways,
if
any,
we
would
include
prior
winning
schools
• The
10th
Anniversary
celebra:on
in
2014
could
include
an
installa:on
in
New
York
:ed
to
Na:onal
Design
Week
2014
or
a
retrospec:ve
of
the
winning
chairs,
hosted
at
Wilsonart’s
new
headquarters
• Working
with
Grace
Jeffers
we
would
support
with
press
materials
and
promo:ng
new
judges
and
program
components
Confidential! 54

55. CONTRACT
PLAN
• Glue
U
Video
Series
– In
2012
we
worked
with
the
Adhesives
group
to
iden:fy
nine
educa:onal
modules
relevant
to
suppor:ng
the
business
unit
– In
2013
we
would
videotape,
edit
and
distribute
each
module
– Modules
would
be
promoted
to
spec
reps
via
Wilsonart
channels:
YouTube,
Watercooler,
Contract
website,
etc.
– We
would
help
with
support
materials,
developed
with
Adhesives
group,
if
needed
– We
would
iden:fy
poten:al
CEU/Presenta:ons
for
2014
Confidential! 55

56. MEASUREMENT
Measurement
Tools
• Target
Engagement
– Number
of
presenta:ons
&
aYendees
– Twee:ng
of
#RealFake
• Awareness
• Media
placements
Confidential! 56

57. Ques(ons?
Thank
You.
Confidential! 57