2 Table of Contents SECTION ONE: Description/Overview Background…………………………………………………………………………………... Strategy………………………………………………………………………………………. Target Market……………………………………………………………………….... Goals…………………………………………………………………………………. Strategic Advertising Plan………………………………………………………………….... Storyboard……………………………………………………………………………………. Press Release…………………………………………………………………………………. SECTION TWO: Competitive Edge Competitive analysis………………………………………………………………………….. Media…………………………………………………………………………………………. Social media………………………………………………………………………….. Instagram……………………………………………………………………… Facebook……………………………………………………………………… Brochure………………………………………………………………………………………. Print…………………………………………………………………………………………… Creativity……………………………………………………………………………………… Recommended Advertising & Marketing Activities…………………………………………... SECTION THREE: Financial Budget………………………………………………………………………………………….. Benefits to the Environment and Nonprofits…………………………………………………... SECTION FOUR: Conclusion PowerPoint Presentation…………………………………………………………………………. 3 SECTION ONE: Description/Overview Background Tiffin natives, Jason and Sasha Raitz moved from Raitzy’s Chop Shop, which also housed Moxie salon, and expanded their services with the opening of Meraki Salon and Barber in downtown Tiffin, Ohio. The building was purchased in June 2017 and opened at the beginning of October after a $100,000 renovation. Meraki is a Green Circle Salon, meaning they recycle everything possible – including hair and chemicals. The name, “Meraki” is comes from the Greek language meaning, “ to be passionate and love your job, to put your soul into it.” Meraki is perfect name for the business because it covers exactly what the brand stands for. Partnering up with local talent, Green Circle Salons, and exclusive products they have built a comfortable and sustainable home away from home with their team. They will continue to master their craft, challenge themselves, and build an inspirational team of dedicated barbers, stylists and beauty professionals. 4 Strategy The main objectives we will be focusing on are increasing brand/business exposure, building clientele, separation from other salons and helping others for a cause. In order to increase brand exposure, we must look at and analyze what we can do with social media.Companies who have successful social medias tend have easier times at getting their name and brand out there. Social media is also free which benefits businesses immensely by having advertisements with no cost. We will look at sites such as Instagram (500 million daily active users, up from 150 million in January 2017), (Statista , 201​8), ​and Facebook (2.07 billion monthly active users), (Statista, 2018). An important part of brand exposure includes reviews from previous clients and appointments. If Meraki were to have positive reviews on sites such as Yelp, or Google r ...

1. 2
Table of Contents
SECTION ONE: Description/Overview
Background…………………………………………………………
………………………...
Strategy………………………………………………………………
……………………….
Target
Market…………………………………………………………………
……....
Goals…………………………………………………………………
……………….
Strategic Advertising
Plan…………………………………………………………………....
Storyboard……………………………………………………………
……………………….
Press
Release………………………………………………………………
………………….

2. SECTION TWO: Competitive Edge
Competitive
analysis………………………………………………………………
…………..
Media…………………………………………………………………
……………………….
Social
media…………………………………………………………………
………..
Instagram……………………………………………………………
…………
Facebook………………………………………………………………
………
Brochure………………………………………………………………
……………………….
Print……………………………………………………………………
………………………
Creativity……………………………………………………………
…………………………
Recommended Advertising & Marketing
Activities…………………………………………...
SECTION THREE: Financial
Budget…………………………………………………………………
………………………..
Benefits to the Environment and
Nonprofits…………………………………………………...
SECTION FOUR: Conclusion
PowerPoint

3. Presentation…………………………………………………………
……………….
3
SECTION ONE: Description/Overview
Background
Tiffin natives, Jason and Sasha Raitz moved from Raitzy’s Chop
Shop, which also
housed Moxie salon, and expanded their services with the
opening of Meraki Salon and Barber
in downtown Tiffin, Ohio. The building was purchased in June
2017 and opened at the beginning
of October after a $100,000
renovation. Meraki is a Green Circle
Salon, meaning they recycle

4. everything possible – including hair
and chemicals. The name, “Meraki”
is comes from the Greek language
meaning, “ to be passionate and love
your job, to put your soul into it.”
Meraki is perfect name for the business because it covers
exactly what the brand stands for.
Partnering up with local talent, Green Circle Salons, and
exclusive products they have built a comfortable
and sustainable home away from home with their team. They
will continue to master their craft, challenge
themselves, and build an inspirational team of dedicated
barbers, stylists and beauty professionals.
4
Strategy
The main objectives we will be focusing on are increasing
brand/business exposure,

5. building clientele, separation from other salons and helping
others for a cause. In order to
increase brand exposure, we must look at and analyze what we
can do with social
media.Companies who have successful social medias tend have
easier times at getting their name
and brand out there. Social media is also free which benefits
businesses immensely by having
advertisements with no cost. We will look at sites such as
Instagram (500 million daily active
users, up from 150 million in January 2017), (Statista , 2018),
and Facebook (2.07 billion
monthly active users), (Statista, 2018). An important part of
brand exposure includes reviews
from previous clients and appointments. If Meraki were to have
positive reviews on sites such as
Yelp, or Google review, it can lead to more potential clients
who are in need for a new
salon/barbershop. So by encouraging clients who have
previously visited to write the reviews,
those potential clients will feel more reassurance when coming
to Meraki for the first time. Not
only will these reviews increase the amount of clients, it can
help Meraki stand out compared to

6. the competition. Another way Meraki can separate from
competition is by getting involved with
millenials and hosting events for a cause. Millenials love
participating with and being loyal to
companies who want to help others and not just focus on soley
the business. They support
companies that do good, so making social entrepreneurship a
smart business model to follow.
“70% of millennials are willing to pay more for a product that
makes an impact on issues they
care about,”(Sabrina, 2017). By creating some fun yet
beneficial days the salon could host could
be an excellent stepping stone for Meraki to stand out in Tiffin.
5
Target Market: The younger generation- by becoming involved
in the two universities in Tiffin,
Ohio, Meraki will then gain more attention by college students
(both male and female) and the
clients they are reaching for.
Goals: Our goals with Meraki Hair Salon & Barbershop include
gaining more clients of the

7. younger generation, increasing brand/business exposure,
creativing distinct separation from other
salons and helping others for a cause.
6
Strategic Advertising Plan
● While working with Meraki Hair Salon and Barbershop we
want to emphasis and spruce
up their social media campaigns. Not only that, we look forward
to creating special event
days for the business to celebrate with clients and promote the
brand of the company.
Meanwhile, we are heading towards opening up the target
market for Meraki which
entails engaging with the younger generation at the universities
in Tiffin, Ohio.
○ In order to reach these goals, we must first start with the
social media platform-
we are not only going to boost Meraki’s Facebook page, but we
will also create

8. Instagram from scratch. Although it will take some time for
Meraki to gain
followers on these new applications, once they have a fresh vibe
to their page,
local social media users will be interested and will click the
follow button. First
impressions are everything, even on social media.
○ Secondly, when creating the special event days, we plan on
partnering with
non-profit organizations to not only gain publicity from them,
but also have
Meraki be involved with something positive for the community.
The company is
also already a part of the Green circle a earth friendly
movement that helps to
preserve the planet. We are going to emphasize this along with
the Davines
product line used by Meraki.
○ Lastly, in order to gain younger clients, we want Meraki to
partner with the
Discover Tiffin Application that many college students in
Tiffin, Ohio use. It will
allow students to be offered a 10% off discount off of all
services rather than a $1

9. off a barbershop cut. A 10% off discount will be more appealing
to first time
7
clients. Along with the app, Meraki will also become involved
on events on TU
campus such as Summit to Success and events in the beginning
of the semesters.
These events will help Meraki become engaged with the
younger generation and
really allow them to get to know students on campus who are
interested in the
cosmetology field or who are looking for a go-to salon while
they are in school.
● We will measure our results based on a few components. The
1st is the social media
measurement guide:
This guide easily shows how Meraki can measure social media
success. After creating the new
and improved social pages (exposure), Meraki will keep track of
how many followers are gained
every three weeks. Followers will be gained to the amount they

10. are influenced by the pages’ look
and posts (influence). Once they are influenced, followers may
like, share, comment or favorite
the posts (engagement). These components are all focused on
Meraki’s brand awareness. Lastly,
based on the previous steps, potential clients or leads may get in
direct contact with the salon and
8
be interested in booking an appointment. Once all of these steps
have taken place, the first full
cycle has been complete- from there the cycle will repeat. After
each complete cycle of about
three weeks, Meraki can analyze what exactly they are doing
right from wrong via social media.
Next, measuring the event days will be much easier and direct.
This will be based on how many
people come to the event days as well as how many new clients
come as well. Along with that,
measuring the new market of students after the on-campus
events will be obvious and quite
simple. Once students are exposed to Meraki’s brand, they may
or may not engage with Meraki.

11. Most likely, students who do contact and book with Meraki will
mention they are in fact a
student who attended the events. This will distinguish how
successful Meraki did at these college
based events.
9
Storyboard
10
Press Release
Meraki Salon and Barbershop Partners with TU Students
Local salon partners with Tiffin University students for a
semester long
project to improve marketing plan
February 18, 2018

12. Tiffin, Ohio- Meraki Salon and Barbershop opened about a year
ago in Tiffin. Meraki has
partnered with Tiffin University marketing students to enhance
their business. Tiffin University
marketing students have been working with local businesses to
help students gain real world
experience.
Tiffin University students have been working with local
companies to develop marketing
strategies for several years. The partnership allows the students
to get real world experience. The
project benefits the students by being able to have legitimate
clients. The students consult with
the businesses and design a plan specific to the needs. This has
led some students to receive job
offers and future work.
Local companies such as Meraki partner with the students to get
a fresh opinion. The
students develop some innovative ideas that help improve
business. The students ideas have
helped companies to increase revenue and improve their bottom
line.
Meraki Salon and Barbershop is new to the area. Meraki is
looking to increase exposure
in the community. Meraki turned to Tiffin University students
to help increase the market of
18-23 year olds. Who better to increase the market than college
students. The students are
helping to bring more of their peers into the business.

13. Meraki is still gaining momentum from their opening. Meraki
wants to create new and
unique ideas to the industry. Meraki wants people to know that
they are a high end salon in a
small town. People can come into the company and expect
nothing less than they would in a
bigger city facility.
Meraki is apart of the Green Circle initiative. This initiative
helps to sustain the planet.
Through the Green Circle just about anything can be recycled.
Color, aluminum foil, cardboard,
bottles, etc. can all be sent in to be recycled. Meraki uses
Davines products. Davines products are
natural and high end. The company has strong beliefs in
sustainability and natural states. Meraki
11
Salon and Barbershop had formed relationships with businesses
that look to improve the world
around.
Meraki had partnered with Tiffin University for the first time.
The partnership is
benefiting Meraki and the Tiffin University students. The
students will have developed a
portfolio. Meraki will have fresh, new ideas that will increase
business and sales. The partnership

14. is apart of a semester long project overseen by Kellie
McGilvray (PhD).
Contact:
Meraki Salon and Barbershop
205 Jefferson Street
Tiffin, Ohio 44883
Salon Phone: 567-230-4146
Barbershop Phone: 419-443-8988
Email: [email protected]
Website: www.merakisalonandbarber.com
12
SECTION TWO: Competitive Edge
Competitive Analysis
There are many barbershops and salons in Tiffin, Ohio.
However, Meraki’s biggest
competitors are Bri & Co LLC and Champs Barbershop. What
makes these two shops standout
among the others shops in Tiffin, is their ability to attract
clients into there shop. Bri & Co and
Champs Barber Shop attract clients through their excellent

15. reputation, and their shops have a
unique quality about them. Champs Barber Shop has been
around the longest opening their shop
around 2007, while Bri & Co opened their store in 2013.
Therefore both shops have been around
long enough to build their reputation.
The way Bri & Co advertise themselves is by the use of
Facebook. Through Facebook, a
person can see who the stylists are, and they can look at the
stylists work. Bri & Co also display
all the product they use in their shop. The product ranges from
shampoo, conditioner, and
volume produce from Redken. Bri & Co use Facebook to post
their community events. Bri & Co
also work with Melissa Perry Photography to take a picture of
their community events. The latest
community event they had was for Valentines Day. Bri & Co
and Melissa Perry Photography
work together for a photo session for young to show a lovely
friendship with their friends. Other
ways Bri & CO reach out to the community is by promoting
Small business Saturday to get
people at Tiffin to shop at local companies. Bri & Co is open on
Monday through Saturday from

16. 8:00 am to 8:00 pm.
Champs Barber Shop opened in Tiffin eleven years and have
established a solid clientele
along the way. Champs Barber Shop attracts customers with
their lower cost of service, and their
13
support of local schools and universities. They have
announcements for when the high school
and colleges have an athletic event. .
Media
The world of cosmetics and beauty is growing by leaps and
bounds and it is a great
opportunity to implement marketing strategies for hairdressers.
People are increasingly
concerned about their physical appearance, to look better, and
by saying 'people' we refer to both
men and women. Meraki Salon and Barber is a company that
provides excellent customer
service. Along with this the company needs to make an
advertising plan for expanding business

17. profit. Every organization will have to plan for its
advertisement campaign for boost its profit.
The company can also give some complementary
services which could increase their reputation. The
customer will appreciate that in the same place you
can access other options related to beauty and
personal care. The company should maintain a good
marketing strategy in order to get good amount of
customers and earn a good profit.
14
Social Media- Instagram

18. 15
Social Page Facebook
16
Brochure
17
Brochure (Other side)
18
Print

19. 19
Creativity
Meraki has been working on a marketing and business plan
since they opened.
Meraki was opened already having a client base. The focus
needs to be on
bringing in new customers. The emphasis will be on showing
that Meraki is a
high end salon without the big city prices. Meraki has some
unique offers that
help them stand out. The company is apart of the Green circle a
earth friendly movement that
helps to preserve the planet. This is something that should be
showcased since not many local
businesses do a green initiative. Since Tiffin has developed a
Discover Tiffin app, this could be
used as a good base to reach out to the community for

20. awareness. Tiffin has two universities so
partnering with them to offer deals would promote the business
to college age students 18-22.
James Eder said, “It's not just about generating first
impressions, it's an opportunity to build loyal
consumers who will choose a brand at university and stick with
it through adulthood (Eder,
2012). Meraki can also partner with a local non-profit to
increase social responsibility. Meraki
could also do a photoshoot to get their faces as well as their
name to be known. A photoshoot
grabs peoples attention and creates a mental image of the
customer experience prior to their
actual experience.
20
Recommended Advertising & Marketing Activities
Advertising Goal:
The main objectives we will be focusing on are increasing
brand/business exposure, building

21. clientele, separation from other salons and helping others for a
cause.
Recommended Advertising Activities:
April
● Create a new Instagram and remodel Facebook account for
Meraki
● Increase attention to the Instagram page by posting 4 or more
updates a week and
following customers
● Post pictures of the salon and the staff with possibly short
biographies for each member
● Post before and after pictures of the work that is being
completed at Meraki
● Offer a deal for Earth Day and the week of April 22nd
● Promote being a Green Circle salon on social media and in the
salon by flyers
● Create a hashtag for the the Earth Day specials
● Meraki Mustache Dash 5k April 22
May
● Offer a incentive for customers who post a review on yelp,
google, etc.

22. ● Partner with a nonprofit such as United Way to host an event
that can spread awareness
● Have the partnership featured in the local newspaper and
online
● Create a event on social media of the partnership
21
● Have a photoshoot of salon staff to help spread awareness of
the employees and the salon
June
● Create Summer inspiring deals to gain summer clientele
● Develop a brochure that can be handed out that includes
prices and salon information
● Change Meraki’s deal of the Discover Tiffin Application
July
● Offer a contest or drawing to intrigue customer interests
● Hold an event that offers haircuts for the homeless
● Advertise the event online and possibly in the local
newspaper
August

23. ● Include an offer at the Universities in Tiffin (Tiffin
University and Heidelberg
University)
● Include this offer in information students receive at the start
of the school year
22
SECTION THREE: Financial
Budget
Meraki is seeking to expand their clientele and spread
awareness of their business. Social

24. media is a great and affordable way to spread awareness.
Specials can also be ran through social
media at a very low cost. Using resources that are already
available is way to maximize
awareness at a low cost. The event with a non-profit would cost
money and that would depend
on the fine details of the event. Marketing and advertising can
be costly, but when executed
properly it can be worth it and profitable in the end. Printing
brochures cost from about
$1.50-$2.50 per brochure depending where they are ordered
from and the quantity ordered.
Printing Flyers cost around a $1.00 per flyer depending where
they are ordered from and the
amount needed.
23
Benefits to the Environment and Nonprofits
Environment

25. Meraki does work to benefit the environment through its work
with the Green Circle.
Through the Green Circle almost every product can be recycled.
The environmental benefits
from items being reused or properly disposed of. Haircolor is
one of the things that can be
recycled. If the excess hair color was not sent in to Green Circle
it would be washed down drains
and end up in water systems. The Green Circle also uses hair
that has been cut. One of the
purposes is that the hair can be used to clean up oil spills. The
environment is benefiting from
not having items go into landfills but also by helping to clean
and preserve our planet.
Nonprofits
Nonprofits benefit through Meraki giving back. The rainforest
benefits from the proceeds
earned at the Meraki Mustache Dash 5k. If Meraki pairs up with
another local nonprofit the
community will see the benefits. The community would be
helped by the nonprofit being able to

26. achieve more. The homeless in the area could benefit by getting
free haircuts by improving their
hygiene and increasing their odds of finding employment.
Meraki could have an area outside in
the parking lot for local doctors and nurses or the health
department to come and examine the
people. Once the people are examined for things such as lice
then they can get a free haircut.
Meraki could do a lot of good around the world while promoting
their name.
24