This is an integrated marketing campaign for Glidden Paint at Walmart. It was entered into the NSAC AAF Competition. The campaign was created as part of my capstone class for college and was completed with the helped of my whole class.

2. TableofContents
TABLE OF CONTENTSEXECUTIVE SUMMARY 1
SITUATION ANALYSIS 2-3
RESEARCH 4
KEY INSIGHTS 5
TARGETING 6
CREATIVE BRIEF 7
MEDIA STRATEGY 8
CREATIVE/MEDIA 9-17
HUB USER EXPERIENCE 18
MEDIA CALENDAR/BUDGET 19
home |hōm|
noun
1 the place where one lives permanently, esp. as a
member of a family or household
• the family or social unit occupying such a place
• a house or an apartment considered as a commercial
property
• a place where something flourishes, is most typically
found, or from which it originates
• informal a place where an object is kept. (New
Oxford American Dictionary)
While a dictionary can provide you with a literal and
comprehensive definition of home, it can not capture
and reflect the true emotional meaning of home.
How do you define home?
What does home mean to you?
How do you experience home?
How does the meaning of home change over time?
Where do you find the “you” in home?
EVALUATION & METRICS 20

3. ExecutiveSummary
Executive Summary
The do-it-yourself home improvement landscape represents an industry that is quickly gaining momentum.
This growth represents an opportunity for Walmart and Glidden to tap into a market with expanding
potential. Currently, only 66% of DIY consumers are aware of the fact that Walmart actually sells paint,
while approximately 90% of DIY consumers are aware that home improvement centers sell paint. With this
campaign, Glidden Brilliance strives to close this gap and build awareness around the fact that Walmart sells
paint at all 3,500 stores across the United States. (Glidden Case Study)
We worked to gain deeper insights into the Walmart customer’s paint shopping experience. We mapped out
the different motivations for home improvement projects which described how to drive these consumers
to consider the paint department as a destination for DIY projects. Through multiple research methods, we
uncovered the subconscious motivation that fuels consumers to shop for paint. Being a category saturated
with consistently shallow messaging concerning product features, we discovered a compelling point of
differentiation that will resonate with broad audiences. Our key insights uncovered the strong emotional
connection between painting and the translation of your style and who you are into your space. The
transformation of your house into your home is central to every painting or home improvement project.
Our campaign will reach and engage with DIY consumers on a variety of media channels, directed specifically
at each segment’s media consumption habits and behavior. Through our dynamic and integrated strategy,
we aim to reposition Walmart as a purveyor of paint, while at the same time, increasing consideration rates
for purchasing Glidden Brilliance at Walmart.
1

4. SituationAnalysis
2
Since its founding in 1875, Glidden has contributed several innovations to the paint industry, including the first latex-based paint in the 1940s
and the first environmentally friendly paint (“low VOC”) in the 1990s. However, in the beginning of the new millennium, Glidden began to lose
relevance among consumers, threatening its position as the most widely distributed paint brand in the United States. Glidden experienced a
40% drop in market share between 2003 and 2008, losing ground to more in-demand brands such as Benjamin Moore, Behr, Valspar, and
Sherwin Williams.
Glidden renewed its commitment to consumers in 2009, grounding their rebranding on the principle of simplicity through product redesign,
collateral material, color simplification, and paint aides. These modifications instilled confidence and inspiration in consumers, motivating
them to tackle home improvement projects. Proving that Glidden really does get you going, the brand took even bolder strides in 2010 by
producing a line of paints exclusively for Walmart called Glidden Brilliance. This replaced Sherwin William’s Dutch Boy brand paint which,
combined with ColorPlace, sold 22 million gallons of paint annually.
Through secondary research, we learned more about the home improvement shopping process and the paint selection process. As a whole,
the paint category has a considerable lack of brand loyalty. Only 30% of consumers credit their experience with a paint product as a reason
for selecting that brand again. However, home improvement specialty stores, like Home Depot and Lowes, have dominated paint sales within
the market. Exclusive partnerships between paint brands and home improvement distributors, have been the stronghold of this success.
Partnershipss, like the one between Behr and Home Depot, have taken advantage of quality customer service matched by quality paint to
create a positive brand experience among customers. (JD Power & Associates) The paint market is dominated by product trends including
2-in-1 paint and primer combinations and low-VOC paints. All paint brands offer these product varieties to cater to consumers’ utilitarian
needs. However, these trends fail to create a lasting connection with users.
The partnership between Glidden and Walmart has not proven to be the lucrative endeavor that Glidden originally envisioned. Walmart’s 140
million visitors a week gives Glidden a large potential consumer base, however, inconsistencies in customer service and product displays have
prevented consumer interaction. By improving these sectors and capitalizing on the connectivity between Walmart’s paint and home decor
departments, Glidden can close the perceptual gap, convincing consumers that Walmart is a go-to home improvement and design center.
In reaction to the continuing economic recession, the do-it-yourself (DIY) trend has experienced a rise in popularity. As Americans become
more budget-conscious, they have turned to DIY tools to complete home improvement projects. The DIY Paint Market generated $9 billion
in sales in 2012, enjoying an overall increase of 10.27% from 2010. (Global Industry Analysts)
Glidden has the opportunity to capitalize on the growing DIY trend by highlighting its simpler approach to the painting and shopping
processes.
(Glidden Case Study, JD Power and Associates, Forbes, Consumer Goods Technology)
Situation Analysis

5. SituationAnalysis
3
Situation Analysis
The paint industry is currently enamored with color. Pantone Color Trends dominate the marketing efforts of Glidden’s primary
competitors: Behr, Sherwin Williams, Valspar, and Benjamin Moore. A focus on color fails to express the emotional experience of
painting and redefining one’s home.
U.S. DIY Paint Market = $9 billion (45% of the total U.S. paint market)
DIY Market Leaders:
Specialty, Design, & Hardware Stores: 36% or $3.25 billion
Home Depot: 39% or $3.50 billion
Lowe’s: 20% or $1.80 billion
Walmart: 5% or $450 million
(Glidden Case Study, Home Depot Annual Report 2012, Lowe’s Annual Report 2012)

6. 4
Research
297
189
19
3 Focus
Groups
Survey
Responses
Man-on-Street
Interviews
In-Depth
Interviews
METHODOLOGY
Research Overview
We set out to fully understand the target consumers’ cultural makeup, purchasing
power, and approach to inspiration, and their experiences with home improvement,
life transformation, and the painting & shopping processes. The DIY market became
crucial to the research because it is where the majority of Walmart shoppers exist.
We explored research from a variety of secondary sources, including industry reports,
news outlets, and generational segment reports, and used the aforementioned
insights to conduct a questionnaire and a series of in-depth interviews to gain a fuller
understanding of the DIY landscape.
We also conducted three focus groups that followed Clotaire Rapaille’s method of
uncovering the subconscious code for specific products. Upon analyzing the results,
we determined that the code for paint was self-establishment.
Our primary and secondary research analyses also uncovered that consumers
place high value on their living space, and that creating a sense of home was of
high importance despite their living circumstances (i,e, renting or owning a
house). Transforming a living space into a home held the greatest potency among
respondents.
We also conducted a series of man-on-the-street interviews where we asked our
respondents to fill in the statement, “Home is...” The key insight for this research tactic
revealed how respondents understood that ‘home’ was a universal emotional concept.
They defined home in their own way, steeping with memories and unique experiences,
and projecting a vivid image of the DIY landscape. Ultimately, our insights presented
an opportunity for Glidden Brilliance’s to help consumers redefine their home.
“Customers are inspired to breathe new life into a static room.”
—Mark, Walmart Employee, Bellingham, MA
What do consumers look for in a paint brand?
What does the process of painting mean to our target?
What unites the segments and makes them distinct from other Walmart shoppers?
What does DIY mean to the segments?
Understanding that color dominates the current paint market, we wanted to figure
out what the most important factor in selecting a paint brand is for shoppers. In
addition to this, with DIY as a rising trend, we wanted to explore what inspires
consumers to engage in projects of their own.

7. KeyInsights
5
Case Study Our Survey
23%
63%
18-29 30-49 50+
11%
22%
33%
1%
33%
0%
37%
46%
7%
10%
11%
20%
47%
16%
6%
Sense of Accomplishment
Save Money
Competence & Previous Experience
Control and Personalization
Enjoyment
Why do you DIY? Primers are most likely to DIY out of enjoyment while Base Coats try to save money. Sealants reason
competence and previous experience as the biggest reason to DIY.
Would you consider buying paint at Walmart? Our
surveys show that there’s an opportunity to grow
40% in consideration among DIYers.
Key Insights
25%
50%
75%
100%
18-29 30-49 50+
Price Color Ease Durability
What do you look for in paint? While Primers
and Base Coats care most about price and color
selection, Sealants view durability and ease of use
as most important benefits.

8. Targeting
6
Targeting
As Glidden transforms its brand identity, it seeks to connect with a consumer base that is also in the midst of growth
and transformation. Glidden’s consumers are experiencing redefining changes in their home space -- from moving into
their first apartment, to starting a family, to reclaiming their homes as empty-nesters. This pivotal period of transition
encourages the Glidden consumer to take on DIY home improvement projects. Consumers begin to define their space
with these projects, allowing them to create an entirely self-reflective home.
PRIMERS (24.3MM)
"Who am I?"
Primers consist of 18-29 year-old
female millennial renters. They are most
likely moving into their first place and
developing an independent physical
and mental space for the first time. This
segment is driven by a desire to be self-
expressive. As novice DIYers, they fear
failure in home improvement projects,
but are also the most adaptive of the
segments. Primers pursue DIY projects
as an outlet to seek new challenges and
exciting experiences.81% are always
expressing themselves in different ways.
66 69% will not let anything stop them
from getting what they want
66 62% value their living space within a
structure
66 33% do-it-themselves for hedonic
reasons of self-fulfillment and joy
66 2x as likely to engage digital sources
& social media while pursuing and
completing DIY project
BASECOATS (41.9MM)
"Who are we?"
Basecoats are 30-49 year olds starting a
family. They are transitioning from self-
centered endeavors to selfless living as
they focus on the family unit. Basecoats
are extremely budget-conscious
and concerned with creating a safe
environment for their new family. Mothers
are the primary decision-makers for their
households, as they are most confident in
completing home projects independently.
66 80% of household spending is
controlled by female head-of-house.
66 54% of female respondents have
tackled a painting project within the
past year.
66 42.9% pursue DIY to save money.
66 38.1% cite competence and experience
as motivators for DIY.
SEALANTS (29.5MM)
"How do we get back to us?"
Sealants are the most confident and
settled out of the three segments in their
personal identity and space. Primarily
over the age of 50, sealants are seasoned
DIYers and are confident in their personal
style. This segment has shifted their focus
from family to legacy, motivating them
to create a space that is a cradle for
their family to return to—a place for true
comfort.
66 94% have been involved in home
painting projects.
66 75% believe passing down family
values & life lessons is more important
than financial legacy.
66 86% say that family stories are
important for keeping family history &
memories alive.
“Home is a place I keep coming back to.
It can exist in many places.”
—Jessie, New York
“Home is where the people you love
are.”
—Leah, Kansas
“My concept of home has changed with
time...Home is comfort, relaxation, and
peacefulness - home is good dinners
and family. Home is where I want to be.”
—Timothy, New York
(MTV Millennial Edge Study, ERA Real Estate, McMahon &Tate Home
Improvement Survey, Mintel)
(Forbes, Style at Home, McMahon & Tate Home Improvement Survey) ( McMahon & Tate Home Improvement Survey, CNBC, Allianz Life
Insurance Company)

9. CreativeBrief
7
Creative Brief
BRANDING
Glidden needs to become more than just
a logo to potential customers. In order to
truly connect with its audience, Glidden’s
branding needs to reflect whom the
brand is and why it is worthy of customer
consideration and loyalty. McMahon & Tate
has created a core value-based approach to
branding Glidden and genuinely connecting
it to the motivational beliefs, values, and
aspirations of the target segments. The
connection to the brand and the consumer
is then reflected in the Brand Strategy
Statement and communicated through the
brand’s positioning.
START WITH WHY (SHARED
BELIEFS):
• Painting is underscored by humanity
• The concept of home is uniquely
personal
• Home communicates your personal style
and reflects the essence of who you are
ALIGN WITH HOW (SHARED
VALUES):
• Stylish
• Unconventional
• Highly individualized, yet family-focused
• Self-expressive
• Dependable
• DIY
CONNECT WITH WHAT (THE
TRANSFERENCE OF VALUES TO
THE PRODUCT)
• Simple
• Accessible
• Quality
• Hassle Free
• A good value
BRAND STRATEGY STATEMENT:
Painting is more than selecting the colors, matching accentuating furnishings, or refreshing
the walls of one’s home. Painting is the first step in the active transformation of where you
live to where life happens - of living space to home. Glidden believes that your house is not
your home until it bears the imprint of your unique style and reflects the essence of who
you are. Glidden has created the Brilliance Collection - dedicated to taking that first step
with you.
POSITIONING STATEMENT:
Glidden Brilliance: You’re Home
CAMPAIGN STRATEGY AND CREATIVE BRIEF
Our primary research revealed that:
The code for painting is self-establishment, whether it’s redefining your identity in your
childhood home, your first apartment with roommates, or your house within the context
of your neighborhood.
The concept of home is deeply personal and varies widely from person to person. However,
all respondents expressed that home is a feeling and sense of familiarity , as it is a physical
structure.
Consumers are driven to purchase by the following price, ease of application, durability and
color selection
The competition is actively marketing to only two of these factors: Unique, expansive, and
proprietary color palettes and two-in-one paint and primer products. A key revelation
regarding the category is that any manufacturer has access to its competitors’ color recipes.
This insight becomes the cornerstone of McMahon & Tate’s retail activation strategy.
CREATIVE STRATEGY:
Establishes phases of the campaign based on the Consumer Journey Funnel and intersect
with the consumer at each stage of the journey. At each intersection build on the target’s
understanding and belief that Glidden is synonymous with home when it comes to paint.
VOICE:
All executions should communicate a sense of comfort and inner-familiarity delivered
through the voice of the everyday non-painter. The delivery can vary between fresh,
unexpected, slightly quirky, but always honest and authentic.

10. MediaStrategy
8
Media Strategy
The Glidden “You’re Home” campaign will begin in May 2014 and run through September 2014. The five-month campaign is a
manifestation of our overarching strategy and will be implemented across traditional and non-traditional platforms to deliver timely,
quality, and engaging content to all three target audience segments.
Strategy:
A pulsing media strategy will be implemented according to the
consumer’s journey in the painting process in order to reach and
engage with consumers at multiple media platforms and touch
points. Dividing the media budget based on its objectives, Glidden
will achieve both quality and quantity in terms of audience
impressions, clicks, and conversions.
Excite:
The Getting You Phase: Create buzz, grab attention, & heighten
awareness
• Cable TV
• Nontraditional and Public Relations
• OOH
Inspire:
The Getting You Going Phase: spark interest, generate ideas &
motivate action
• Online Advertising
• Print Media
• Mobile
• Social Media
• Nontraditional
Engage:
Keeping You Going Phase: further interaction, nurture consumer
relationship & develop communication
• Online Advertising (AdNetworks, Retargeting, Dynamic
Creative Optimization)
• Mobile Display Advertising
• Digital Content Hub
• Nontraditional
• Social Media
• SEO
Objectives:
Through an integrated multi-platform media strategy, Glidden
will build awareness of paint offerings at Walmart and heighten
consideration to purchase Glidden Brilliance, while at the same
time closing the perceptual gap.
Sell:
The Going Phase: attract
customers & drive purchase
• Point of Purchase
• Mobile
Evangelize:
The Going Beyond Phase:
acknowledge success, share
fulfillment & repeat excitement,
inspiration, engagement, and
sale
• Social Media
• Digital Content Hub
TACTICS:

11. Excite
9
Excite
The Getting You Phase: Create buzz,
grab attention, & heighten awareness
Cable TV
$2,319,692.62// Impressions: 195,960,200
The campaign will air 30 second cable spots during early fringe primetime and late fringe to reach a
specific target with geographic flexibility at a very efficient cost. Glidden will focus on the top Designated
Market Areas (DMAs) for reach and the top DMAs for the highest proportion of Walmart shoppers
for narrowed and quality targeting. TV dollars are subject to concurrent optimization based on ROI
performance and partner network delivery. Networks: HGTV, DIY Network, Bravo, The Learning
Channel Specific Shows: House Hunters, Color Splash, Fresh Start, Real Housewives Atlanta, Extreme
Cheapskates, Say Yes to the Dress
Hulu
$400,000 // Impressions: 9,411,765 // Clicks: 7,590,133
30 second video ads will run on Hulu to reach consumers who watch TV online. Respectively, the first
segment is 182%, the second segment is 85% more likely to watch shows on Hulu (Gfk MRI, 2013).
1. White background with text in black:
“Home is a house.”
[MUSIC: Imagine Dragons]
2. The word “house” is slowly replaced
with “laundry” in red.
3. The word “laundry” is then slowly
replaced with “coffee.”
4. The word “coffee” is replaced with
“cuddling,” more and more words replace
the word “cuddling” at a faster pace.
5. The last word slides into place to complete
the phrase is “Home is you,” shown in all
black.
6. It fades out and the final message, "You're
home," appears. The Glidden logo including
the “Glidden gets you going” tag fades in,
with “Available exclusively at Walmart” using
the Walmart logo in the right corner as well
as Glidden’s website in the left corner.
[MUSIC: Fade out]
Household
3,493,500
2,571,300
2,360,200
2,292,600
2,185,300
1,842,700
1,514,200
1,110,000
DMA
Chicago
Dallas
Washington, DC
Atlanta
Huston
Detroit
Cleveland
Indianapolis
DMA
Roanoke
Knoxville
Birmingham
El Paso
Moblie
Jacksonville
Wichita
Oklohoma City
San Antonio
Memphis
Household
455,900
527,800
738,800
336,600
527,900
669,900
454,600
712,600
880,700
669,900
Top Designated DMAs for Reach DMAs with highest proportion of
Walmart Shoppers

12. Excite
10
HELPING HANDS
MOBILE DIY TOUR:
Glidden will partner with Better Homes
and Gardens, DIY Network, and Walmart
to execute a cross-country tour. Beginning
in Cleveland, Ohio, the Mobile Home
will stop at 19 different cities across the
Midwest and American South refreshing
neighborhood hubs. The tour will rally the
power of the community to help improve
local community centers and schools,
the heart of small towns. The Helping
Hands Mobile Home Tour will encourage
community collaboration, allowing them to
redefine and punctuate their hometowns.
WHILE YOU WERE OUT:
A partnership with Walmart’s “Welcome
Home” Commitment will expand the
program to give veterans of the US
Armed Forces a home refresh. Glidden will
provide $1000 and a team of painters and
contractors to 100 heroes to assist them
to develop a stronger sense of home.
MAKE-A-WISH MURALS:
Working with the Make-a-Wish Foundation,
Glidden will support an art therapy program
at select children’s hospitals. Patients will
be invited to visually express their idea
of home. The drawings and paintings will
be collected and assembled into a mural
displayed on Glidden’s social media sites.
Excite
The Getting You Phase: Create buzz,
grab attention, & heighten awareness
Public Relations: Annual DIY Season
$493,950 // Impressions: 123,870,870
Glidden Brilliance, in partnership with Walmart, will introduce an annual DIY Season promotion, called "Glidden Summer
Homecoming." This promotion will run May through September and will aid in alligning the DIY culture with Glidden and Walmart.
This annual event will further establish Glidden’s DIY positioning in the paint industry and close the perceptual gap that exists
between Walmart and larger home improvement centers. The goal is to generate attention all while helping people realize their
vision of home by reaching out to communities across America and connecting with them across multiple media platforms.
This overarching PR initiative ties in with the “Glidden Summer Homecoming” campaign, which will provide an exclusive partnership
with Better Homes and Gardens and DIY Network for Glidden to reach a specific audience and receive media coverage for all its
mutual promotional efforts. Glidden will supply products and services to the networks’ home improvement and painting-related
shows in exchange for media mileage in TV and magazine ad spaces.

13. Excite
11
Out of Home
$800,000 // Impressions: 22,142,763
OOH media efficiently delivers to large audiences
given its visual impact and Glidden’s specific focus in
high traffic areas. Glidden will set up digital interactive
billboards proportionately across 20 cities with high
Walmart customer traffic. This will enable Glidden to
establish a localized creative execution for each DMA
target in conjunction with the PR and Cable TV strategy.
Excite
The Getting You Phase: Create buzz,
grab attention, & heighten awareness
This execution will trave with the Helping Hands Mobile DIY
Tour. The community will have an interactive experience
sponsored by Glidden, as they put their digital handprint
on the wall, along with their definition of home. The
content compiled will be shareable on their social media
sites and will ultimately become a localized mural of their
community home.
These billboards will feature Instagram and Twitter
photos tagged with a state-specific hashtag
created for Glidden Brilliance (ex. #TXisHome).
These billboards will switch between a message
exclaiming, "You're Home" and geographic specific
messages and photos uploaded by residents.
The billboard will update on a real-time basis throughout
the five-month campaign.

14. Inspire
12
The print ads reflect the very core belief of our campaign strategy, that Glidden sponsors the
emotions involved in the transition of making a house into a home. This belief is demonstrated
through the two-part peel-off ad and with the detailed imagery in the body copy.
B
Inspire
The Getting You Going Phase:
spark interest, generate ideas & motivate action
Magazines
$768,060 // Impressions: 10,067,457
The campaign will incorporate magazine advertisements to reach our target segments with defined interests and lifestyles. Magazines
provide visual inspiration and more detailed information to audiences who look for specific topics. Our selected publications, HGTV
Magazine, DIY Magazine, and Country Living are gold mines for audiences who are interested in painting and home improvement.
Magazines have a high pass along readership rate because of its portability, time independence, and visual element. Our target
audience, on average, is 40% more likely to read the above mentioned magazines than the average American. (GFK MRI)
Your home. It’s the one
drawer that needs a little
extra pull to open. Or the
fourth stair that creaks every
time you step on it. It’s the
rattle of the upstairs
bathroom window during a
thunderstorm. It’s thethunderstorm. It’s the
freedom that allows you to
be completely yourself.
You’re home.
Glidden gets you going.

15. Inspire/Engage
13
Inspire/Engage
The Getting You Going Phase:
spark interest, generate ideas & motivate action
& The Keeping You Going Phase: further interaction,
nurture consumer relationship & develop communication
Social Media Ads:
$400,000 // Impressions: 819,333,037 // Clicks: 318,181,819
Social media ads deliver high impression volumes and click-through rates. On average, our
target segments are 75% more likely to use Facebook, 120% more likely to use Twitter, & 93%
more likely to use YouTube than the average American. Glidden could inspire and engage the
target segments by involving them in the creation, discussion and sharing of user-generated
content, as well as leading them to Glidden’s site and content hub. (GFK MRI)
Organic Content
Aside from advertising, Glidden will leverage and create organic content across various social
media platforms. Glidden will engage with customers and the greater DIY community. Content
will generally provide inspiration and know-how needed to complete DIY projects, as well as
showcase Glidden-sponsored projects, user-submitted works, and updates for all Glidden-
related events.
Link Facebook to Glidden-powered mycolortopia.com
by sharing blog posts on FB Timeline.
Share posts linked to Glidden Summer Homecoming,
like the Helping Hands Tour.
Effectively utilize tagging function to connect partners
and followers to posts and re-posts.
Link posts back to Glidden website and Digital Content
Hub to drive online traffic.
Diversify and structure videos posted on Glidden
YouTube Channel.
Focus Summer 2014 testimonials recorded during the
Helping Hands Mobile Home Tour.
Compilation of respondents defining home as the
anchor of Glidden’s broadcast advertisements.
Include how-to tutorials and Q&As with DIY bloggers
and professionals.
Increase daily post frequency to capitalize on Twitter’s
instantaneous nature.
Retweet and reply to followers’ content to drive
interaction.
Host Twitter Chats to discuss DIY projects and
questions using #DIYWG.
Use @Glidden_Paint as a customer service line with
#Glidden911.
Utilize Instagram’s nature to showcase the strong
visual element of paint and DIY projects.
Create transparency by displaying behind-the-
scenes events.
Repost and promote user-generated photos using
#DIYWG.
Link to the Glidden Summer Homecoming events
with hashtags, visually sharing the Tour’s story.

16. Inspire/Engage
14
Google Ad Networks, Facebook Ad Exchange, Doubleclick Ad Server
$935,000 // Impressions: 109,803,922 // Clicks: 68,627,451
The partnership with a third party ad network, ad exchange, and ad server will significantly aid in optimizing Glidden’s campaign.
While the cornerstone sites deliver a more focused audience, the third party vendors will efficiently reach a wider audience in both
digital and mobile site partners and properties. The collaboration between these vendors will allow the incorporation of geographic,
content, and behavioral targeting, as well as site, search and contextual retargeting, to minimize any waste in media spend. This
will allow Glidden to serve ads based on the consumer’s interconnected behavior on the desktop and mobile space, and further
optimize the campaign strategy based on data collected by floodlight tagging and online behavioral tracking capabilities from ad
server, Doubleclick.
Online Advertising
$800,000 // Impressions 226,490,196 // Clicks 164,205,210
Online Advertising is a strategic media option to efficiently deliver a high amount of reach, generate awareness, and capture quality
engagement. Glidden’s digital spending will invest in cornerstone sites, such as DIYNetwork.com and HGTV.com to reach a more
focused audience. The campaign will employ content targeting, to ensure that Glidden’s display ads are served to the targets at the
most appropriate and relevant time of their online activity, and lead them to our content hub and main site landing page.
Sites: DIYNetwork.com and HGTV.com
Targeted Content: Articles, Videos, Reviews
Targeted Sections: Painting, Rooms, Decorating, Techniques
300X250 BANNER ADS.
Inspire/Engage
The Getting You Going Phase:
spark interest, generate ideas & motivate action
& The Keeping You Going Phase: further interaction,
nurture consumer relationship & develop communication

17. Inspire/Engage
15
Inspire/Engage
The Getting You Going Phase:
spark interest, generate ideas & motivate action
& The Keeping You Going Phase:
further interaction, nurture consumer
relationship & develop communication
Search Engine Optimization
$68,540 // Impressions: 1,615,302 // Clicks: 41,090
As search is a significant part of the online user experience, Glidden’s organic and paid SEO strategy is fully
integrated with other digital media buys. With the purchase of the following keywords, “How to Paint,” “DIY
Projects,” “DIY,” “Paint Wall,’ “Home Décor,” and “Walmart,” Glidden integrates the search strategy with third
party retargeting capabilities and closes the perceptual gap between DIY, paint, home improvement, and
Walmart.
The Glidden website has incredible potential to effectively attract audiences online because of diverse content.
However, Glidden’s current SEO prohibits consumers from finding Glidden via search and the website landing
pages are not structured to enable seamless user interaction. With improved SEO strategy, the Glidden
website will be optimized as a gateway to purchase.
Organic Search Recommendations:
GOOGLE+
The creation of a Google+ brand page will help optimize awareness for Glidden with a more prominent
position in the search engine results page (SERP). As a DIY brand, the Google+ page will provide
Glidden the opportunity to be a leader in content generation, creating an easier consumer search
process.
META TAGS
The internal titles and descriptions of each landing page are not currently optimized for user search
experience. By rewriting the code to include more descriptive titles and tags, Glidden will improve
how search engines interpret the site’s information.
CURRENT CODE FOR GLIDDEN’S INTERIOR PAINT HOW-TO PAGE
<head> <title>Glidden&reg; Paint | How to Bring Your Interior Painting Ideas to Life</title><meta
name="description" content="Got interior painting ideas you don't know how to start? Issues
with an old paint job you don't know how to fix? We can help!" name="description"/>
NEW CODE FOR GLIDDEN’S INTERIOR PAINT HOW-TO PAGE
<head> <title>Glidden&reg; Paint | How to Paint the Interior of Your House </title> <meta
name="description" content="Instructions on how to paint a room. DIY Interior painting can
be simple with Glidden. " name=”description”/>
SEARCH RESULT TITLE
Editing the SERP entry of the Result title will make Glidden more search-visible online and give users
a more detailed understanding of what content the website hosts. Changing Glidden’s website Search
Result Title to “Glidden | Simple Paint Solutions for your Home” will provide a more accurate summary
of the website while reflecting the Glidden brand mission.
Paid Search Recommendations
Glidden will also implement a paid search campaign over 5 months, bidding on relevant keywords
to the brand and the DIY audience. The keywords can be seen to the right.
Paid Keywords
"How to Paint” $38
“Home Décor” $2,170
“DIY Projects” $18
“DIY” $60
“Paint Wall” $9
“Walmart” $1,278

18. Sell
16
Interactive Kiosk & iPad Application
As an in-store go-to resource for
all things DIY, users can access the
Glidden’s social media and the Digital
Content Hub to read up on DIY how-
to’s, find out how to pick out the right
paint, and can even generate a supply
list or promotional coupon for all the
materials necessary to start their next
project. This kiosk is meant to be a
uniform customer service tool where
consumers do not need to rely on
employees and can be self-sufficient in
navigating through product information.
Interactive Paint Waterfall Projection
This point of purchase element features
a touchscreen that depicts a waterfall
made completely out of paint. Users can
interact with the waterfall as if it were
real water and brush it to the side to
reveal messages about home. This is
incredibly effective for Basecoats with
children, as it is a fun and engaging way
to connect with Glidden.
Point of Purchase
$2,842,725 // Impressions: 1,000,000
Point of Purchase executions can significantly drive sales given that this point
defines how a consumer’s mindset is inclined towards making a purchase decision
at Walmart. Glidden’s executions will take place in all 3,500 stores nationwide,
and will be supported by our mobile ad network and its geo-fencing capabilities.
Sell
The Going Phase: attract customers & drive purchase

19. Evangelize
17
Evangelize
The Going Beyond Phase:
acknowledge success, share fulfillment & repeat
excitement, inspiration, engagement, and sale
Digital Content Hub: Housekeeping
Glidden will host a digital content hub called “Housekeeping”, which will provide a library of
simple how-to’s, tips, supply calculators, wish lists, color generators, and more to help make
consumer’s projects a little easier. The hub will also serve as a landing page for all the display
banners, help boost Glidden’s organic search ranking and consolidate a visitor database that
integrates with Glidden’s loyalty program.

20. HubUserExperience
18
Hub User Experience
The Media Ecosystem demonstrates
how Glidden’s campaign is integrated
across multi-media platforms in
relation to the consumer. It connects
the dots between the media vehicles
that deliver a high level of reach
along with those that deliver quality
engagement. The spatial relationship
between the medium and consumer is
reflective of the consumer’s distance
to the purchase decision.
THE MEDIA ECOSYSTEM
Housekeeping User Experience:
1. Annie Googles “How to Paint.”
2. Annie selects an article link from the results page.
3. A Glidden Brilliance ad will be distributed to Annie courtesy of an ad
network.
If Annie clicks on the Glidden ad:
4. By clicking the ad, Annie will be taken to a relevant article on the
Digital Content Hub.
5. Annie can explore the Hub functions, including store locator & sup-
ply calculator.
6. A unique code will be generated for Annie when she enters specifics
for her project.
7. Annie can go to the nearest Walmart, enter her code at the Glidden
Design Center kiosk, and receive a store map to find all of her proj-
ect supplies.
If Annie does not click the Glidden ad:
4. Annie goes offline.
5. The next day Annie checks the news on CNN.com.
6. Contextual and site retargeting tracked Annie’s online behavior and
deliver another Glidden Brilliance Collection ad.
7. Annie’s previous paint search encouraged her to click on the ad,
leading her to the Digital Content Hub.

21. MediaCalendar/Budget
19The chart describes the pulsing five month media schedule and details the campaign's media spending by month on the x-axis and
by medium on the y-axis. information about total impressions and clicks are also included to imply a significant reach for awareness
and engagement.
Media Calendar/Budget

22. 20
EvaluationandMetrics
Optimization & Media Plan Flexibility
The campaign will implement a monthly reporting scheme
that will enable the optimization and reflect the flexibility of
our media plan. We will closely monitor the performance of
our site and network partners to ensure the timely delivery
and reconciliation of expected impressions and clicks. We
will also incorporate retargeting strategies, dynamic creative
optimization, and custom content through our third-party
partners, Google Ad Network, Facebook Ad Exchange, and
Doubleclick to efficiently maximize every single dollar of the
campaign budget.
Benchmarks
Walmart will need to measure paint department positioning
relative to other home improvement centers. We seek to increase
DIY market share from 5% to 8%.
Glidden will also measure positioning relative to ColorPlace
in Walmart. We aim to reverse the current in-house split by
achieving 60% of Walmart paint sales in the Glidden portfolio.
Evaluation and Metrics
How We Evaluate and What We Measure
Reaching out to the targets could potentially yield the
following projected sales figures over each segment’s
lifetime:
$183mil
$703mil
$181mil
Primers
Basecoats
Sealants
Key Performance Indicators
The campaign aims to:
1
Raise awareness of Walmart as a paint
retailer from 66% to 90%
Conduct awareness survey before the campaign
Measure impressions for traditional and online media
to quantify and qualify campaign reach
Boost level of consideration
from 23% to 63%
Measure interaction and engagement across multiple
media platforms
Facebook: post likes, shares, fan growth, page views,
and unique visitors
Twitter: Retweets, follower growth, @mentions and
favorites
Pinterest: Repins
SEO page rankings
Use ticker to measure the number of visits to Walmart
paint department
Usage of in-store kiosks and tracking codes on Creative
License customer loyalty cards
Close the Perceptual Gap
Online social scanning via NetBase will analyze the
sentiment regarding Paint & Walmart, and Glidden & DIY
to evaluate and measure the perceptual gap.
The outcome of post-campaign survey will assess
overall awareness, consideration, and the closing of the
perceptual gap.
2
3
For total lifetime sales of
$1 billion

24. ChapterTitle
24