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Glidden Plan

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by

Emma Behrens

on 13 December 2013

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Transcript of Glidden Plan

Glidden Paint
Presented by:
Suzy Balk
Emma Behrens
Chris Brown
Charlie Morris
Alex Shinkle
Taylor Tarantello
Glidden: Your simple solution.
Sell paint.
Dynamic Media was given the goal of creating a marketing plan to increase sales of Glidden paint at Walmarts.
Specifically
Target Markets:
Chelsea Smith
24 years old
First professional job
Rents apartment
Needs reassurance when buying paints
Sofía Gomez
30 years old
Single mother of two daughters
Works at small accounting firm
Looks for paint that is convenient and affordable
Steve Hunter
66 years old
Retired geometry teacher
Shops at Walmart for gardening supplies
Care about the quality of his paint
Glidden: Your simple solution.
Media Channels
Billboards
Magazine ads
Spotify ads
Pinterest
Point of Purchase
"So You Think You Know Glidden"
Timeline
June
July
August
September

Real Simple
Better Homes and Gardens
Spotify 1
Pinterest
Measurements of Success
Surveys on awareness
Increased traffic through paint aisles
Increased sales

So why campaign?
OUR
Photo Citations:
http://just4families.com/images/drawing%20on%20wall.jpg
http://cre8tivecompass.com/mag/wp-content/uploads/2011/07/glidden-1.jpg
http://benwilder.files.wordpress.com/2011/12/walmart-logo.png
http://attachments.techguy.org/attachments/84028d1154033720/danica-patrick-wallpaper-12.jpg
http://www.hispanicmpr.com/images/hmprphotos20072/hmprbibigaytan.jpg
http://1.bp.blogspot.com/_FvYmf4tPA1A/Ru4JKojy_6I/AAAAAAAAAJ8/TtDhoqLnofI/s320/news02.jpg
http://www.savingmoneyinmissouri.com/wp-content/uploads//2012/03/real-simple.jpg
http://www.charlesandhudson.com/paint/photos/glidden-paint-interior.jpg
May
Budget
Increase awareness and intent to buy by 9%
Increase sales by 3%
Increase market share within Walmart by 5%
Billboard 1
Real Simple
Better Homes and Gardens
Spotify 1
Pinterest
Billboard 1
Billboard 2
Real Simple
Better Homes and Gardens
Spotify 2
Pinterest
Real Simple
Better Homes and Gardens
Spotify 2
Pinterest
Real Simple
Better Homes and Gardens
Spotify 2
Pinterest
Workshops for Walmart associates
Educates them on the different types of Glidden paint
Teaches selling points used by employees at Lowe's and Home Depot
Certificates will be granted to those who participate
Contest for general public
Submit photo of them using Glidden to fix a problem
Winner gets room makeover
Thank you for your time!
Internal Engagement Program:
External Engagement:
"Glidden and You"
Engage adults with children
With the purchase of a Mess Free product you get a $1 coupon
Partnership:
Crayola Mess Free
Full transcript