AuvL81lSlnC

CAMAlCn
2014
!"#$%!&$
lnLroduclng Lhe new sLyle, approach and appeal Lo
Clldden alnL adveruslng by spruclng up Lhe already
successful formaL.
Executive Summary
Introducing the new style,
approach and appeal to
Glidden Paint advertising by
sprucing up the already
successful format.
The hard working individuals of AppState Advertising
would like to present this plans books for
Glidden Paint. This format will show how
AppState Advertising will help Glidden stand out from
the competitors in order to succeed further in this
ever-growing market.
Glidden Paint is American made company born in 1875 created by Francis H. Glidden.
The company strives in producing affordable paints for both interior and exterior
purposes. Glidden focuses its efforts on creating a clean and simple brand image with
gathering efforts from its major associate, Walmart.

Situation Analysis
Current
Users
Where are
they?
When are
they buying?
Howd they
hear about
Glidden?
uo-lL-yourselfers", money savlng housewlves, arusLs, small
scale home decoraLors and small buslness owners
1he success of a brand can be measured wlLh brand developmenL
lndex (8ul). 8ul = of sales ln an area dlvlded by Lhe of Lhe
populauon of Lhe area
Sprlng and Summer, Clldden wlll encourage purchaslng all year round for
oLher pro[ecLs Lhan [usL he sLandard Sprlng and Summer
1hls ls Lhe maln lssue, many people have noL heard abouL Clldden- We
wanL Lo promoLe ourselves as easy, bold, modern, slmple and well-
organlzed
Occasional Shopper
Research
1o nd ouL how people
declde whlch palnL Lo
purchase

Pow Lhey feel abouL
speclc dlerenL brands

WhaL we need Lo look
for as far as ndlng our
LargeL audlences
lnLervlewlng people abouL Lhelr
palnL cholces
Creaung a percepLual map of our
ndlngs
CreaLe a prlclng llsL of Clldden
lLems
!"#$%& ()*+%,-%. Shoppers who conslder do-lL-yourself
home decor pro[ecLs. /"-&0#1 &2"& 3045"&% 6)#-2"1%
7%2"5+0#. A shopper who conslders purchaslng
palnL ls more Lhan llkely focused on slmple, do-lL-yourself
home decor pro[ecLs. Money would be a facLor because
Lhey are more Lhan llkely on a budgeL and consclous of
Lhelr opuons.
8,+9)% :2"#"-&%#+14-1 0; &2% 7#",*. Clldden ls a very
durable and proLecuve brand, lL ls dlmculL Lo remove vla
wear or Lear. Clldden ls an Amerlcan based brand.
Perceptual Map
Current Competitors
nobody compares Lo Clldden
Problems/Opportunities
Problems
Opportunities
Current
Website
WebslLe Looks 1lred: When one looks aL
Lhe currenL Clldden webslLe, lL ls gray and
dull. 1hls could be xed by maklng Lhe
colors a llule brlghLer or by maklng Lhe
slLe easler Lo navlgaLe
Many Cholces Avallable: 1hls could be xed
by maklng ln-sLore adveruslng and speclal
Clldden palnL dlsplays
WebslLes and blogs are
lncreaslng Lhe promlnence of
Lhe do---lL---yourself
Pome buylng ls currenLly on
Lhe rlse
1he lncreased do-lL-yourself"
amLude
uonaung palnL producLs
Lo llfesLyle bloggers for
consumer revlews wlll
glve Lhe brand more
exposure aL mlnlmal cosL.

lncreaslng soclal medla
can mosL eecuvely be
accompllshed by
lmplemenung a llve
1wluer feed on Lhe fronL
page of Lhe Clldden
webslLe.
Clldden's soclal medla
web pages should be
llnked Lo Lhelr webslLe,
lncludlng Lhelr ?ou1ube
channel.
Advertising Creative
We LargeL fashlonable uo lL yourself"
cusLomer base cllenLs and lnLerlor deslgners.
We wanL our cusLomers Lo surprlsed by Lhe
value Lhey geL because we wanL Lhem Lo
see Clldden as a chlc brand.
Clldden wlll beneL from year round Sales romouons
Lhrough ulrecL Mall, Lelevlslon, magazlne, radlo,
lnLerneL Adveruslng (8anner ads), lnLerneL radlo, Soclal
Medla, and ln-sLore promouons.
Sprucing up the clean,
traditional brand
image of Glidden
Paint with a splash of
color.
Coupons/Inserts
8edeemable coupons wlll be
emphaslzed vla lnsLagram, 1wluer,
lacebook and lnLeresL LhroughouL
brlef perlod LhroughouL each
season of Lhe year.
Slmpllsuc lnserLs can be
lmpllcaLed ln magazlnes Lo
enhance brand awareness.
Direct Mail
LOOK!!
If we didnt
already make
enough,
here is another
coupon!
Clldden wlll beneL from uslng dlrecL mall Lo
promoLe our buslness and communlcaLe wlLh our
cusLomers.
We value our cusLomers and wanL Lhem Lo
remember and Lake prlde ln our brand!
'( #*+,- .-/+01.2034560
WlLh Lhe new look Lo Clldden alnL, Lhe parLnershlp wlLh WalmarL wlll be
lncreased wlLh eorLs Lo make an appeallng approach Lo Lhe lnLerlor ueslgn
secuon of Lhls sLore. 8y keeplng Clldden alnL as Lhe maln focus, Lhe area for
palnL selecuon wlll become open, brlghL and lnformauve. 1he Lradluonal alsle wlll
become opened and lnvlung Lo show Lhe new sLyle of boLh Clldden alnL and
WalmarL.

&,+00 75,8-9(: ;,+/+9+(0
Clldden alnL has en[oyed Lhe long sLandlng relauonshlp wlLh ulsney by produclng
palnL colors porLraylng speclc Lhemes. uslng Lhls llne of palnLs for Lhe
commerclal and radlo sklLs wlll make an appeallng approach for Lhe LargeL markeL.
Splashlng Lhls llne wlLh sLyle, nlcole Curus parL of 8ehab AddlcL, wlll become Lhe
new spokesperson for Lhls company. nlcole Curus wlll appeal Lo Lhe LargeL markeL
by belng a hardworklng, money savlng renovaLor.
Promotions
Online Presence
Cur new webslLe ls funcuonal, modern and easy Lo
use, !usL llke our amazlng llne of Clldden alnLs.
Clldden's
presence on
soclal medla
ls expecLed Lo
ralse our sales
by 30 ln Lhe
nexL scal
year.
Billboards
The Good Stuff
lanned 1v
Commerclal 2014:

lncludlng ulsney
rlncesses and
Lhelr excluslve llne
of ulsney alnL for
all Lhe llule
prlncesses and
prlnces ouL Lhere!
Disney
Radio Ad
Magazlne: allocaung parL of our budgeL Lo Lhe
focus of magazlne prlnL ads for our 1v
commerclal ldea. uullzlng sull shoLs and dlerenL
angles Lo have a muluple magazlne ads wlLh Lhe
same ulsney Collecuon focus.
Budget Total: $30 Million

8roadcasL Medla: $13 mllllon
1elevlslon commerclals ($10 mllllon)
3 Models ($30,000)
1v PosL ($20,000)
CLher producuon ($130,000)
Alr 1lme $9.8 mllllon

8adlo Adveruslng ($3 mllllon)
AcLors ($30,000)
CLher producuon ($70,000)
lndependenL radlo LargeLed alrume ($1.4 mllllon)
lnLernauonal radlo alrume ($3.3 mllllon)

lnLerneL Adveruslng: $10 mllllon
Search englne markeung ($2.3 mllllon)
ulglLal ad producuon ($1 mllllon)
Soclal Medla Adveruslng (3.73 mllllon)
WebslLe producuon ($730,000)
rlnL Adveruslng: $4.6 mllllon
ulrecL mall ($3.8 mllllon)
Magazlne ads ($800,000)

Sales romouon: $300,000
ln---sLore promouons ($200,000)
Clveaways ($30,000)
SweepsLakes ($30,000)
CLher campalgns ($20,000)

Conungency lunds: $100,000

Evaluation
8y uullzlng resources wlLh WalmarL,
changlng general appeal and lncrease of
1v adverusemenLs, Clldden alnL plans
Lo lncrease Lhe brand awareness wlLhln
Lhe ul? markeL by 30.
Soclal Medla: CurrenLly Clldden has abouL 63,000
followers on lacebook, 3,400 on 1wluer, 1,300 on
lnLeresL, 230 subscrlbers on ?ou1ube, and Lhelr
webpage geL abouL 8,000 hlLs per day. Adveruslng
Clldden currenLly uses radlo adverusemenLs vla
reLaller Pome uepoL, Clldden CeLs ?ou Colng prlnL
ad campalgn, and menuoned ln Pome uepoL's
LeL's alnL ad. Cur alm ls Lo lncrease sales by
73.
1hank ?ou!