Ad Campaign by Ithaca College used to compete in the 2013 American Advertising Federation NSAC competition.

3. We
Are
19
bright, creative individuals who elevate brands by connecting them with
their audience. After all, the best ideas start with a spark.
12
16
Media
Agency Identity
Activation
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.
7
Creative
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.
2
Research
Executive Summary
Our Mission: To unify our passion with your goals to build powerful campaigns.

4. Situational Analysis
Economic
F o r c e s
Economic Forces
• 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
• 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
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
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
L e g a l
F o r c e s
2 - Research
Competitive
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

5. Clark + Kensington Valspar
• 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
• 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
Research - 3
Competitor Analysis

6. 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?
Primary Research
720
048 hours of painting experience
half hour in-depth interviews
032
personal painting stories
028
013 Walmart superstores visited
quantifiable survey responses
from all regions of the continental U.S.
volunteering at a local reuse center
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
crossing all target markets
from all three target markets
paint shopping experiences
4 - Research
Secondary Research
To best understand attitudes associated with the
Glidden brand, Walmart experience and target
markets, we researched blogs, the Walmart
website, Glidden and competitor websites.
Research Methods
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
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
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

7. What Social
Causes Do They
Believe In?
Millennial DIY Newb
i es
Technophiliac
Renter
25-34 year olds
Inexperienced Painter
education 35%
Inspired Artist
Two-person
household
Internet Savvy
environment 31%
Blog Lover
35-44 year olds
Religious
Home Owner
Crafter
Extraordinaire
Comfortable Painter
il
Fa m
Young Kids
IY D
a bb
l er s
Community
Oriented
healthcare 26%
Empty Nester
45-64 year olds
disaster Relief 8%
Practiced Painter
Technophobic
ise
W
e
YV
DI
Target Market
Urban Decay 1%
Key Insight
Education initiatives will
resonate across target
markets.
Research - 5
yD
Prefers to
make rather
than buy
s
Family Oriented
Upkeeper
Unaware
of Paint at
Walmart
ter
an
Budget
Constrained

8. “
The beginning and end is really the
fun part- finding inspiration, borrowing
ideas, buying things for your vision.
”
Making your home.
“
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.
”
Transforming your home.
“
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.
”
6 - Research
Caring for your home.
Insights
}
Home is the center of your world.

9. The Big Idea
Bring
It
Home
Bring it Home empowers DIYers to begin their paint journey.
Creative
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.
“
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
”
Creative - 7
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.
Our Reason
To Believe:

10. 8 - Creative
Print Advertisements

11. Direct Mail
creative - 9
Holographic imaging will be used to set this direct mail piece
apart from the rest.

12. Storyboard"
“the nursery”
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
production notes
10 - Creative
• 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
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

13. Banner advertising
Organic Advertising
Animated banner advertisements will attract clicks all over the web
Online
Creative - 11
Use SEO to influence Google's image search to create an organic advertisement

14. CANpaigns
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.
“Bring It Home” Glidden Sweepstakes
• 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.
12 - Activation
Glidden Brilliance Hometown Tour
• 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.
Brand Activation

15. Glidden Brings Home
to Make-a-Wish
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.
“Bring It From Home”
to City Year Program
• 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 organizationGlidden will fill the donated paint cans, enabling
City Year to paint local schools.
Partnerships
In- store
Signage
There 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.
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.
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.
Tablet stations
Glidden 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.
ACTIVATION - 13
faq bOOKLETs
Paint Counter Additions

16. Social Media
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
BringItHome.com
• This microsite will allow
DIYers to explore different
projects and pre-order
paint supplies for pickup
at their local Walmart.
Glidden will help to complete the DIY
experience by sponsoring a Spotify
playlist with the perfect music for
painting.
• 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 post a “30 Day Challenge”
each month to inspire DIYers to create
and share new projects on Instagram.
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.
14 - Activation
By using #BringItHome, DIY influencers
and followers can participate in
discussions about projects and local
creative events.
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 App
Feature
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.

17. Flow Chart
Budget
ACTIVATION - 15

18. Objectives
• 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
Media
Strategy
• 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
Budget
16 - Media
Key Market Areas
• 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
Media

19. Search
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.
Share
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
click
Media Websites:
Media websites will extend the traditional media buy
with networks that will further integrate the campaign.
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.
Online Media
Media - 17
AmericanBaby.com, CountryLiving.com,
Parents.com, HouseBeautiful.com, TLC.com,
AETV.com, History.com
Targeted Lifestyle Websites:

20. Magazines
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.
Family Package:
• American Baby
• Parenting
• Family Fun
• Parents
Style & Design Package:
• Country Living
• Real Simple
• Elle Decor
• This Old House
• House Beautiful
• Traditional Home
• More
18 - Media
In-Store
Notable Indicies
• American Baby – 298
• Parents – 215
• This Old House – 176
• House Beautiful – 160
Direct Mail
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.
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.
Executions

21. TV
Campaign
Flow
Chart
and
Budget
May
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.
• Four Houses
• Say Yes to the Dress
• Flip this House
• Hoarders
• American Pickers
• American Restoration
Total
June
July
Aug
Sept
Cost
Impressions
$
583,350.00
23,400,000 $
74,750.00
31,130,000 $
94,500.00
37,360,000 $
109,900.00
34,900,000 $
102,500.00
29,270,000 $
86,100.00
41,300,000 $
115,600.00
Impressions
$
968,422.00
500,000 $
150,000.00
130,000
$48,350
2,285,710 $
4,000.00
1,912,500 $
125,000.00
10,000,000
2,000,000
4,500,000
500,000
351,000
46,446
25,000,000
21,001
3,114
6,343
$
1,750.00
$
1,000.00
$
1,250.00
$
1,480.00
$
1,185.00
$
1,170.00
$
2,176.00
$
750.00
$
565.00
$
425.00
157,500,000
512,550
6,353,770
82,109,800
60,676,500
90,748,000
23,667,700
11,179,100
9,563,740
10,567,090
8,942,400
Impressions
10,696,200
-­‐
-­‐
-­‐
-­‐
-­‐
-­‐
-­‐
12,426,200
-­‐
-­‐
-­‐
-­‐
Impressions
303,672
1,235,820
Impressions
3,765,000,000
$
2,500.00
$
3,060.00
$
25,625.00
$
126,275.00
$
89,650.00
$
92,890.00
$
87,260.00
$
55,360.00
$
48,456.00
$
52,575.00
$
45,670.00
$
1,145,940.00
$
552,910.00
-­‐
-­‐
-­‐
-­‐
-­‐
-­‐
-­‐
$
593,030.00
-­‐
-­‐
-­‐
-­‐
$
429,880.00
$
120,000.00
$
309,880.00
$
472,400.00
$
472,400.00
$
400,000.00
$
3,999,992.00
Flow Chart
Media - 19
Cable
TV
Four
Houses
Say
Yes
to
the
Dress
Hoarders
American
Pickers
Flip
this
House
American
RestoraMon
Online
SEM:
YouTube
Organic
SEO
AdRoll
Google
Adwords
Blogs:
Cocoon
Home
Design
Bower
Power
Blog
(Sponsored
Post)
CentsaMonal
Girl
Making
it
Lovely
The
Inspired
Room
Ana
White
A
BeauMful
Mess
In
My
Own
Style
Brooklyn
Limestone
Living
with
Lindsay
Websites:
Weather.com
Facebook.com
(Sponsored
Post)
Blogher.com
Coupons.com
TLC.com
AETV.com
History.com
HousebeauMful.com
CountryLiving.com
AmericanBaby.com
Parents.com
Magazines
Style
&
Design
Package:
Country
Living
Real
Simple
Elle
Décor
This
Old
House
House
BeauMful
TradiMonal
Home
More
Family
Package:
American
Baby
ParenMng
Family
Fun
Parents
Direct
Mail
New
Mover
Mailings
Customized
Self-­‐Mailers
In
Store
Walmart
Smart
Network
ProducMon

22. Objectives
Increase 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 - 20
• 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.
75% Awareness
30% Consideration
Follow-up Research
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.
7.5% Purchase
Evaluation

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
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
sources:
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