Answering my own question:
Rather than File => Import, simply do:
File => New => Select Kinetis SDK 2.x
Add a project name, assure that the Kinetis SDK folder is properly set up, click [Next >]. In the Select Kinetis Processor, Board or Example dialog panel, navigate to:
Boards => FRDM-KL27Z board => Examples => demo_apps => hello_world
(Of course, this assumes that you're working with a FRDM-KL27Z board. Select what's appropriate for your board.)