campaign guidelines they’d ask for published august 2018

If walls could talk, they’d ask for

Campaign GuidelinesPublished August 2018

PurposeThe role of this document is to provide Five Star Painting® stakeholders with guidance around the “If Walls Could Talk” campaign. The takeaway should be a clearer understanding of the overall creative idea, and the know-how to communicate that idea in a variety of media - from TV to radio to digital, print, direct mail, and real-world activations and partnerships.

The IdeaWalls can be easy to ignore but they are silent observers of our life. They see everything. Like, everything. They know our most intimate, and embarrasing secrets. They endure everything we throw at them, hang on them and put in front of them. They do it all with stoic grace. If they could talk, they’d have a lot to say. Most importantly, if walls could talk, they’d ask for Five Star Painting®.

Look & FeelWe are experts in the world of paint. This campaign should celebrate vibrant, saturated, and fresh color. Use of large blocks of color shows confidence and gives the brand a premium feel. When we use homes for any kind of production, choose locations that feel well put together and modern. In direct mail, we use lifestyle photography that feels candid, natural, and full of color.

©2018 Five Star Painting. All Rights Reserved.

Copy GuidelinesOur voice is witty and insightful, like a wink our tone should surprise consumers and put a smile on their faces.

“If Walls Could Talk They’d Ask For Five Star Painting®” is not just our campaign it is a punchline that pays off the creative, it completes the picture for us. Everything we write, should be paid-off by this line to complete the picture. For example:

“Your little artist needs a new canvas. If walls could talk, they’d ask for Five Star Painting®.”

Whenever possible our main reason to believe should focus on the fact that Five Star Painting assigns a project manager to every project, which is our key differentiator from the competition. For example:

“At Five Star Painting® we assign a project manager to every job that shows up daily to make sure everything runs on time and on budget from start to finish. If walls could talk, they’d tell you to call Five Star Painting® at XXX-XXX-XXXX.”


4 | If Walls Could Talk | Creative Campaign Guidelines | ©2018 Five Star Painting, llc.

When we have the opportunity for our walls to say multiple things, like in radio, our walls will make observations of little insights or secrets you’d think only walls could know. These lines will work as a group to get the concept across and be even funnier and don’t have to be about a wall needing to be retouched or painted. The important thing is we get across the point that the walls are talking and that they know a lot.

Radio


VO: Hey, I’m Walter and I’m a wall. I know things like,

Cotton Candy Pink is not the bestcolor for a living room wall.

That there’s enough spare changebehind the recliner to buy a new recliner.

That you like to clean before the cleaning lady.

That your babysitter needs a babysitter.

I also know Five Star Painting® is the best. They don’t just paint, they assign a project manager that shows up every day to make sure the job runs just how you want it - on time and on budget from start to finish. If Walls Could Talk, they’d ask you to call Five Star Painting atXXX-XXX-XXXX or visit FiveStarPainting.com.

I Know Things I Know Things:15 RADIO:30 RADIO

VO: Hey, I’m Walter and I’m a wall. I know things like Five Star Painting® is the best.

They assign a project manager that shows up every day to make sure the job runs on time and on budget.

If Walls Could Talk, they’d ask youto call Five Star Painting atXXX-XXX-XXXX or visitFiveStarPainting.com.



Video

We see a montage of walls that have had betterdays...a kid wiping painted-covered hands on the walls, a wall getting splattered by spaghetti sauce in a kitchen pan, another one with a doorknob knocked through and one where a dart player lands darts everywhere, except on the board.

VO: Your walls have been through a lot.If your walls could talk, they would ask for Five Star Painting. Schedule your free estimate on FiveStarPainting.com.

We cut to a wall being painted and the logo and contact information displayed to the viewer.

#WallFails:03, :06, and :15 Spots Available

©2018 Five Star Painting. All Rights Reserved.©2018 Five Star Painting. All Rights Reserved.

For print it’s important that we get people’s attention with a catchy headline but are also coming across as a painting company loud and clear. That’s why we’ve found that the headlines should be service-related, but also something funny or surprising for a wall to say. Our headlines will always be paired with a distressed wall that needs service.

Creative


Pieces Included

Magazine/Newspaper Ads

• Full Page (8.5” x 11”)• 1/2 Page (8.5” x 5.5”)• 1/4 Page (4.25” x 5.5”)

Direct Mail

• Jumbo Postcard (8.5” x 5.5”)• Every Door Direct Mail (9” x 6”)

Print Pieces

• Flyer (8.5” x 11”)• Doorhanger (4.25” x 11”)• Leave Behind (6” x 4”)

Digital

• Social Media Headers• Promotable Posts• Web Advertisements

Additional sizes and items are available upon request and approval from the marketing department. For approval, contact [email protected].


“Your little artist needs a new canvas.”

CREATIVE VERSION 1


CREATIVE VERSION 2

“Are you in over your head?”


CREATIVE VERSION 3


“Well, you triedthe DIY thing.”

SOCIAL MEDIA EXAMPLES

If walls could talk, they’d ask for

It is important to maintain consistency throughout all pieces in the campaign. This can be done by ensuring all of the correct assets are used and properly formatted. These consist of logo structure, colors, typography, sizes, and more. The creative should not be altered in order to adhere to campaign standards. Any modifications completed by a local vendor should be approved by the corporate marketing team. For approvals, email [email protected].


Guidelines

PUT THE CAMPAIGN INTO ACTION

1. Choose your Target• Previous customers • Desirable neighborhoods • Target demographics

2. Choose your Tactics • Determine which strategies you can manage and which ones require vendor assistance.

3. Determine your Goal and Special Offer• Lead generation – Offer deep discount, such as “Save $200 off any project over $2000” or “Free Paint on full interior or exterior repaint”

• Brand awareness – Smaller discount “$100 off any project over $1000” or standard offerings like “Free Estimate” or “2-Year Warranty!”


EXAMPLE PLAN

MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 SPEND/ACTION

Action/Qty/Creative V1 - Kid V1 - Kid V1 - Kid V3 - DIY V3 - DIY V3 - DIY N/A

Neighborhood Magazine $500 $500 $500 $500 $500 $500 $3,000

EDDM1000 QTY/2X

Print Cost$370

Distribution Cost$178

N/A Print Cost$370

Distribution Cost$178

N/A $1,096

Facebook Update Cover Image N/A N/A Update Cover

Image N/A N/A $0

Facebook Ads $100 $100 $100 $100 $100 $100 $600

Doorhangers1000 QTY/2X

Print Cost: $200

Distribution Cost: $0


Print Cost: $200


Distribution Cost: $0 $400

TOTAL SPEND $1,170 $778 $600 $1,170 $778 $600 $5,096


The above plan is an example of how the campaign can be put into action to target specific areas of your territory. Costs are estimates and will vary based on publications and quantities. For ideas on how to use the campaign locally, contact [email protected]

campaign guidelines they’d ask for published august 2018

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