table of contentsBiographies …………………………………….………………………………... 1Statement of Campaign Scope ……………………………………………... 4Executive S...
biographiesMARY FENGBorn in China, Mary inherently possesses a love forAsian cuisines. She tries to cook when she has thet...
biographiesAUSTEJA MAKOVECKAITEAs her unusual name suggests, Austeja was bornand raised in Vilnius, Lithuania and lived th...
biographiesANYI WENGBorn in Shanghai, China, relocated in Old Town,Maine, and raised in Houston, Texas, Anyi has ex-perien...
campaign scopeThe purpose of this campaign is to promote awareness and publicityfor a new Birds Barbershop location in Cha...
executive summary     Chapel Hill, home to the University of North Carolina (UNC), has been named one of the best col-    ...
business objectivesMARKETINGTo determine a good understanding of the new Birds Barbershop trade area withthe new North Car...
brand profile Upon first entering Birds Barbershop, the consumer immediately feels the relaxing effects of Bird’s comforta...
brand profile Overall, if a person is expecting great glam and sky-high prices, Birds Barbershop is not the place to go. A...
consumer overviewCORE GROUPThe core group will be the loyal consumers within the target group.These people have the potent...
consumer overviewTARGETBecause this new location is located in the heart of one of the big-gest college towns in North Car...
consumer overviewAUDIENCEThe general audience includes those individuals who live around thevicinity of Chapel Hill and th...
consumer profiles   CORE GROUP   Name: Eddie Jamison   Age: 24   Ethnicity: White   Sex: Male   Educational Level: Bachelo...
consumer profiles   TARGET   Name: Jacob McPhee   Age: 21   Ethnicity: White   Sex: Male   Educational Level: Current Stud...
consumer profiles   AUDIENCE   Name: Linda Everhurst   Age: 34   Ethnicity: White   Sex: Female   Educational Level: Some ...
geographic profile    Chapel Hill is home to the University of North Carolina (UNC), one of the    oldest public universit...
geographic profile    Because of Birds’ close location to local popular restaurants, music ven-    ues, and the college ca...
competitor profile    Chapel Hill is a town that is filled with business opportunities. The envi-    ronment is laid-back ...
competitor profile     GREAT CLIPS     As its website suggests, Great Clips appeals to the whole family, from kids     to ...
so what?STRENGTHS & BRAND PERCEPTIONThe most valuable characteristic that Birds Barbershop holds as a company is itsbrand ...
so what?POTENTIAL PROBLEMS & OPPORTUNITIESOne of the biggest issues facing the successful introduction of Birds in ChapelH...
situation synopsis     The task at hand for Madhatter, Inc. is to introduce a new Birds Barber-     shop on Franklin Stree...
situation synopsis    Birds Barbershop should also take advantage of individuals that are    choosing to make a lifestyle ...
media visionINTRODUCING BIRDSBirds Barbershop is unique from other ordinary barbershops in that it provideshaircutting ser...
media objectives To position Birds Barbershop as an essential part of the college atmosphere in Chapel Hill. To reach the ...
media menu2007 TV Raleigh-Durham DMA CPP - 30s                                             3rd Quarter 2007TIME PERIODS   ...
media menuNewspaper UNC Daily Tar Heel CostsGreatest penetration: 18-24 YEARS OLDReadership: 38,000 FOR EACH PRINT ISSUE  ...
media menuBillboards and OOH Costs in Durham        GRP                  # PANELS     NET RATE ($) *          -           ...
media flights1: BACKSTAGE PASS (February 21st – March 6th)The first flight of the media plan focuses primarily on generati...
media flights3: SUMMER FEVER (May 1st – July 31st)As summer approaches, the target market is getting ready to head home fo...
media flights5: HARD CORE SPOOK (October 1st – October 31st)In the spirit of the season, Birds Barbershop will sponsor mus...
flight specifics   PRINT   Daily Tar Heel        •    Official UNC newspaper        •    2 insertions per week for 6 non-c...
flight specificsEVENTS & SPONSORSHIPSFashion Show    •   Sponsor a music event in Chapel Hill and showcase the fashion sho...
budget allocation(by flight)              Flight #1: Backstage Pass (February 21 through March 6)                 Medium  ...
budget allocation(by flight)               Flight #4: Back to Cool (August 1 through September 30)                  Medium...
budget allocation(through all flights)                        Flight         $ Spent     % of Total Budget                ...
budget allocation(through all media vehicles)                   Medium          $ Spent     % of Total Budget             ...
recommendations     Madhatter, Inc. is dedicated to working with Birds to achieve a successful launch and     maintain a t...
conclusionThrough this media plan, Madhatter, Inc. will partner with Birds Bar-bershop to integrate Birds into the Chapel ...
sources 1.    carolinaliving.com/heartlands/chapel_hill.asp 2.    MRI 3.    newsobserver.com/264/story/549933.html 4.    u...
MADHATTER, INC.      … There’s a method to our madness.
Birds Barbershop
Birds Barbershop
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Birds Barbershop

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This plansbook evaluates a new media plan for Birds Barshershop - a local Barbershop in Austin, TX.

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Birds Barbershop

  1. 1. table of contentsBiographies …………………………………….………………………………... 1Statement of Campaign Scope ……………………………………………... 4Executive Summary ……………………………………………….................. 5Business Objectives …………………………………………………………….. 6Brand Profile ……………………………………………………………………... 7Consumer Overview ……………………………………………………………. 9Consumer Profiles …………………………………………………………….. 12Geographic Profile ……………………………………………………………. 15Competitor Profile ……………………………………………………………. 17So What Analysis ……………………………………………………………… 19Situation Synopsis ……………………………………………………………. 21Media Vision ………………………………………………………………….... 23Media Objectives ……………………………………………………………… 24Media Menu …………………………………………………………………….. 25Media Recommendations & Flights …………………………………..…. 28Flight Specifics ………………………………………………………………… 31Budget Allocation by Flight ……………………………………………….. 33Budget Allocation by Medium ……………………………………………. 36Flowchart ………………………………………………………………………... 37Recommendations ……………………………………………………………. 38Conclusion ………………………………………………………………………. 39Sources …………………………………………………………………………... 40
  2. 2. biographiesMARY FENGBorn in China, Mary inherently possesses a love forAsian cuisines. She tries to cook when she has thetime and loves to watch the Food Network for inspi-ration. Mary relocated to Houston, Texas when shewas merely five years old. She is a diehard Rocketsfan, and will forever embrace all the wonderful sum-mers she spent at the Six Flags Astroworld before itwas torn down. Her hobbies include sketching, read-ing, singing in the shower, and eating. With the useof her wildly creative imagination, she aspires towork as an art director or a liaison between creativeand media teams in an international agency. HEATHER DEMARTINI Having lived in the lone star state capital for over nine years, Heather considers herself a home grown Texan and prides herself on her southern upbring- ing. While she was growing up, Heather was ob- sessed with Barbie, saw the Spice Girls in concert, and sang & danced in front of her mirror (but is hesitant to admit that she still does). She has a pas- sion for anything related to entertainment, from music to theatre to dance, which originated from years of dance training and piano lessons. Heather is fascinated by the rapidly changing media envi- ronment. She hopes to one day work for a large advertising agency in NYC. 1
  3. 3. biographiesAUSTEJA MAKOVECKAITEAs her unusual name suggests, Austeja was bornand raised in Vilnius, Lithuania and lived there for14 years. She was excited to move to the U.S. andexperience the life of skyscrapers, movie stars,and the “yellow school buses that they show onTV”. Pearland, Texas didn’t necessarily meet all ofAusteja’s expectations of the NYC “Sex and theCity” life style, but still showed her a vast culturaldifference. Now Austeja is a huge travel buff andbecause of her ability to read people from differ-ent backgrounds, she has developed a knack foradvertising and is hoping to achieve success in afield that is both creative and intuitive. DARCI MARTINEZ Darci is a homegrown Texan, born and raised in the historic town of Spring. She now resides in Austin to pursue a career in the advertising indus- try. When she realized studio art was not her way to a fulfilling future, she turned her creative think- ing over to advertising. Darci enjoys watching the Food Network and attempting to be inventive in the kitchen. Most of her time is spent on Lady Bird Lake with the UT Rowing Team. Darci also likes to wakeboard or wake-surf with friends. She loves sailing and goes to the lake with her family over the holiday breaks. 2
  4. 4. biographiesANYI WENGBorn in Shanghai, China, relocated in Old Town,Maine, and raised in Houston, Texas, Anyi has ex-perienced both the rural and city life. She has keeninterest in the subjects of psychology, economics,and social enterprise, all of which combine to sparkher passion for advertising. Whenever she is nothyped up on caffeine or sleeping, she is indulging inher favorite pastime, eating. Other things that tickleher fancy include indie music, The New York Times,and rigorous fitness routines. She aspires to changethe world of media advertising someday. ANITA DEMLA Raised in Plano, Texas Anita is a huge fan of any- thing Dallas related. Moving to Austin has given her a new perspective on living in a “weird” city and has indirectly pointed her to an advertising career. She loves anything to do with Adobe Photoshop and is an avid Photoshop fan. Her hobbies include singing, dancing when no one is looking, and watching tele- vision. Anita aspires to run her own business after several years in the advertising world. She is inter- ested in all elements of media and would like to pursue a career in that direction. 3
  5. 5. campaign scopeThe purpose of this campaign is to promote awareness and publicityfor a new Birds Barbershop location in Chapel Hill, North Carolina. Theintent is to bring the eclectic vibe of Birds in Austin to Chapel Hill, andattract and establish a consumer base in this new geographic location.This will be accomplished over about a 9-month period beginning inlate-February and ending in December and will be achieved with a$65,000 budget. 4
  6. 6. executive summary Chapel Hill, home to the University of North Carolina (UNC), has been named one of the best col- lege towns in the United States. UNC is one of the oldest state universities in the nation, and the Triangle area (which consists of Chapel Hill, Durham, and Raleigh) has been named “the #1 Best Place to Live in America” by Money Magazine. 1 Franklin Street is in the heart of Chapel Hill and filled with a vast selection of restaurants and shops of all kinds with various personalities. Madhatter, Inc. has created a media plan to introduce Birds Barbershop (Birds) into Chapel Hill. This media plan will raise awareness, increase traffic to the new Birds location, and develop Birds’ core and target markets. This media plan is broken down into six flights that focus on key themes that change throughout the year. The total duration of this plan is approximately ten months, including the two weeks be- fore grand opening. Flight 1: “BACKSTAGE PASS” will be primarily based on local guerrilla marketing and internet buzz marketing to raise awareness of the new Birds location. These primary marketing tactics will intro- duce Birds to the area with a exclusive, yet loud, launch. Flight 2: “START ROCKIN” will add out of home advertising to create a presence in the scene. Also, promotional tactics will be employed to attract walk-ins. Band Jam will be introduced, and Birds will establish ties to the music scene. Flight 3: “SUMMER FEVER” is the longest flight in our media plan (from May 1 - July 31). Since many of Birds’ target audience will be out of town, its focus is to remain a known presence and increase awareness. Birds will still be in touch with its core group through guerrilla efforts and a prevalent presence on the internet. Flight 4: “BACK TO COOL” is the strongest flight in the media mix and is the prime time to break out into the scene because of the rush of students coming back to school. Print ads will be used to establish Birds into not only the Chapel Hill scene but the larger Triangle scene. This flight alone makes up 36.23% of Birds’ total budget. This is where Birds’ efforts will be the loudest and its atti- tude will be clearly conveyed through all our media. Messages through this flight will also focus on the fact that many students get haircuts before the start of the semester, and that although Birds is not brand new anymore, it is an exciting, new establishment on Franklin Street. Our fifth flight, “HARD CORE SPOOK”, will be focused on the theme of Halloween. Sidewalk chalk will be used in accordance with the holiday anticipation. Our last flight, “WISH UPON A ROCKSTAR”, will keep Birds’ presence steady. This flight will ad- dress the fact that people are going home for the holidays. The Band Jam featured in the begin- ning of this month will be holiday-oriented. Because people will be going home for the holidays, advertising during the time period will be light.1 SOURCE: carolinaliving.com/heartlands/chapel_hill.asp 5
  7. 7. business objectivesMARKETINGTo determine a good understanding of the new Birds Barbershop trade area withthe new North Carolina test market.To achieve an average of 15-20 visits each day or 90 – 120 / week.To attract both walk ins as well as scheduled appointments.To promote services above and beyond simple cuts/styles which will establishBirds as one of the top three competitors within the marketplace by end of yearone [based on sales].ADVERTISINGTo achieve a 50% awareness of the Birds name and basic product offerings acrossthe recommended target[s] in the determined trade area and surroundings.To achieve a 40% knowledge of the Birds location across the recommendedtarget[s] in the determined trade area and surroundings.To successfully support two local promotions, establishing at least one of thesepromotions as a long-term tool for future Birds efforts. 6
  8. 8. brand profile Upon first entering Birds Barbershop, the consumer immediately feels the relaxing effects of Bird’s comfortable, care-free environ- ment: the fake moose head above the reception desk, the foosball table, people in the waiting area reading newspapers, and custom- ers enjoying a can of Lone Star beer. Even Birds’ tagline and lit-up sign hanging on the window - “Walk In. Rock Out.” - suggests that it is not your typical standard barbershop. Birds Barbershop is a place where customers are guaranteed to un- wind without the unnecessary fuss that often takes place in other hair salons. Birds hair stylists look and behave in sync with the re- laxed nature of the barbershop. The stylists wear casual clothing and some reflect the quirky style of Birds by wearing non-traditional hairstyles and sporting a few earrings and tattoos. Anyone can tell that Birds is not your typical barbershop by just glancing at the hairstyles listed on the blackboard hanging in the reception area. Mohawk, buzz cut, and “rock star” are just a few of the options available. While focusing on men, Birds Barbershop also offers a “Ladybird” special for the low-maintenance women, which is just a simple combination of shampoo, cut, and blow style. 7
  9. 9. brand profile Overall, if a person is expecting great glam and sky-high prices, Birds Barbershop is not the place to go. At Birds, what you see is what you get: good beer, good service, and a cool cut. IMAGE SOURCE: birdsbarbershop.com 8
  10. 10. consumer overviewCORE GROUPThe core group will be the loyal consumers within the target group.These people have the potential to become regular consumers be-cause of their compatibility with Birds’ image. These consumers areinnovative, have open minds, live eclectic lifestyles, and make theirown rules about what is considered hip and fashionable. These con-sumers are usually more liberal than conservative, and are willing tostep “outside the box”. They are modern and up-to-date on changesin technology and culture. They are willing to try new and differentthings simply for the experience. These people are independentthinkers, and their diverse interests show it. Music is usually an im-portant part of these individuals’ lives, and Birds definitely appeals tothese consumers through the musical environment. The core groupBirds attracts is consistent with the concept and experience Birdsconveys. 9
  11. 11. consumer overviewTARGETBecause this new location is located in the heart of one of the big-gest college towns in North Carolina, Birds will target the elusive col-lege student as its primary target group. College students are knownto live extremely busy lives because they are putting themselvesthrough school, trying to succeed in academics, and maintaining asuccessful social life all at the same time. They are extremely adeptat multi-tasking and therefore have little patience for waiting exten-sive amounts of time for something so simple as a haircut. Whilesome college students may want just a simple haircut, others mightstrive for a life change by getting a completely drastic haircut. 10
  12. 12. consumer overviewAUDIENCEThe general audience includes those individuals who live around thevicinity of Chapel Hill and the Durham area. Since Chapel Hill is afairly small city, many citizens from neighboring smaller cities suchas Carrboro come into town for food, music, and entertainment.These individuals may want to take advantage of all the vibrant mu-sic concerts and shows that play in Chapel Hill. This audience wouldnot initially envision a haircut at such an eclectic salon such as BirdsBarbershop, but will try it just because of the convenience and price.They are not particularly loyal to one salon, and they go rather forthe price and convenience of a simple haircut. 11
  13. 13. consumer profiles CORE GROUP Name: Eddie Jamison Age: 24 Ethnicity: White Sex: Male Educational Level: Bachelor’s Degree Employment Level: Professional Median Income: $35,140 2 Marital Status: Single Children: None Political Affiliation: Liberal Recent Activity: Participated in an Obama rally (although if it were possible for Ron Paul to win, he would support him more avidly). Two years out of college, Mr. Jamison is still having a quarter-life crisis. He did not enjoy his first job and now works as a computer specialist. He is still not sure if he wants to stay in this occupation, but figures he should keep his job for now. He recently moved into a new apartment and got a new dog as well. Since he likes to keep current with fads, Mr. Jamison just purchased an iPhone and is still trying to familiarize himself with the features, but has not found much use for it since his vast music collection is on his 80 GB iPod. He has tried teaching himself numerous instruments, including the saxophone and the gui- tar. During his off-time, he participates in a bowling league with his buddies and enjoys going to restaurants for happy hours. He enjoys online shopping at American Apparel, primarily for the reason that organic cotton is so much more in accordance with his environmental consciousness.2 SOURCE: MRI 12
  14. 14. consumer profiles TARGET Name: Jacob McPhee Age: 21 Ethnicity: White Sex: Male Educational Level: Current Student Political Affiliation: Moderate Recent Activity: Went home for the holidays, and ended a three-year relationship with his high-school sweetheart. Jacob is what you can call your typical college student. He is a political science major in his third year at University of North Carolina at Chapel Hill. He is cur- rently debating graduate school or going straight to work after college, but is leaning toward law school. Even though his fraternity got in trouble for hazing recently, he still has a vibrant social life filled with weekend parties and the oc- casional bonfires. 3 Having been born in Raleigh, Jacob has always known he wanted to go to UNC. He is a huge fan of the Tar Heels, and has season tickets every basketball season. Because of his high aspirations, he tries to stay involved and well- rounded by being a member of several different student organizations, includ- ing a service club and future lawyers society. Because he just turned 21 re- cently, he has been enjoying his new freedom as an adult, and often goes out to bars on Franklin Street.3 SOURCE: newsobserver.com/264/story/549933.html 13
  15. 15. consumer profiles AUDIENCE Name: Linda Everhurst Age: 34 Ethnicity: White Sex: Female Educational Level: Some College Employment Level: Stay-at-Home Mom Median Household Income: $78,003 2 Marital Status: Married Children: Two Political Affiliation: Moderate Recent Activity: Took a family vacation to New York for Christmas. Mrs. Everhurst is a busy woman, due to her high-demanding kids, ages 9 and 11, who are both boys. She has lived in Durham for most of her life, and mar- ried her high-school sweetheart. After she gave birth to her first child, she quit her secretary job to pursue her true calling in life: motherhood. Al- though she can cook like no other, she is not your ordinary soccer mom. When the kids are at school, Mrs. Everhurst takes the time to unwind and catch up on reading her Chuck Palahniuk novels. Her hobbies are kayaking and surprisingly, rock-climbing. She enjoys dressing her kids up in the latest trends. She was a big rock music fan back in the day, and still enjoys listening to her James Taylor and Bruce Springsteen records. She encourages her kids to try different hobbies and listen to her music.2 SOURCE: MRI 14
  16. 16. geographic profile Chapel Hill is home to the University of North Carolina (UNC), one of the oldest public universities in the United States. 4 It is often recognized as a college town and a vibrant, accessible art community with residents who feel no need to conform. Chapel Hill is inclined to be politically lib- eral, as most college towns are. Birds Barbershop’s new location is located on Franklin Street, the north- ern border of the University of North Carolina, and Chapel Hill‘s center of activity. Franklin is thought to be the equivalent to “The Drag” or 6th Street at the University of Texas. Several restaurants, shops and salons, along with music venues and entertainment are centrally located on Franklin Street. Birds will be surrounded by restaurants such as Mediter- ranean Food, Pizza King and 411 West Italian Café. Down the street is MoshiMoshi, a day spa offering esthetician services and waxing. Love and Peace, a women’s apparel store, and a Vintage Store are within the block that Birds will be housed in. 5 The reach of college-oriented busi- nesses expands into the neighboring town of Carrboro. The small town of Carrboro is less than 3 miles away from Chapel Hill. 6 Carrboro is home to two of Chapel Hill’s most famous music venues, Cat‘s Cradle and Arts Center. These music venues are just around 6 blocks away from the new Birds location. Only a mere 6.3 square miles, Carrboro is known for its music scene, night life and culture. The town will attract most of the potential consumers Birds targets.4 SOURCE: unc.edu/about/history.html5 SOURCE: chocvb.org6 SOURCE: city-data.com 15
  17. 17. geographic profile Because of Birds’ close location to local popular restaurants, music ven- ues, and the college campus, it will be right in the residents’ backyard for hair care services. Birds’ trade area will include primarily the UNC campus and surrounding businesses, as well as residents from smaller surrounding towns such as Carrboro. Residents in these two cities pri- marily travel to Chapel Hill for entertainment. A wider geographic scope would also encompass the Durham area. While attracting some outsid- ers from around the state, the most beneficial thing about Bird’s new lo- cation in Chapel Hill is that students and young professionals will not need to go far for their haircut needs.IMAGE SOURCE: maps.google.com 16
  18. 18. competitor profile Chapel Hill is a town that is filled with business opportunities. The envi- ronment is laid-back but progressive at the same time, and the town is brimming with young up-and-coming professionals and entrepreneurs. Although a college town, it is an attraction for people around the vicinity as well. Barbershops and hair salons are not a hard thing to find in this town of many amenities. SYD’S HAIR SHOP Syd’s stands out as a shop that is unique in the midst of downtown Chapel Hill on West Rosemary Street, perpendicular to Franklin Street. The progressive atmosphere gives way to a bold and no-frills im- age. A mural wall stands in the parking lot, showing the artistic side of this creative shop. Syds offers buzz cuts and unique hair styles at decent prices, and offers complimentary drinks as well. However, it requires ap- pointments, and therefore is not as convenient as Birds is. 7 HAIR CUTTERY Hair Cuttery is a generic yet modern and trendy hair salon that offers low prices for both men and women. It offers many services, including facial waxing and texturizing services. It is not only found in Chapel Hill but in states throughout the nation. Because it is more well-known, it attracts a strong consumer base. Also, with no appointments required, it is conven- ient for lunch breaks or just last-minute walk-ins. However, it lacks the creativity and style of Birds, offering a more clean and simple environ- ment. Located on West Franklin Street, it is conveniently located for any- one who needs a haircut. 87 SOURCE: sydshairshop.com8 SOURCE: haircuttery.com 17
  19. 19. competitor profile GREAT CLIPS As its website suggests, Great Clips appeals to the whole family, from kids to grandmothers. It is also a generic-style hair salon, but has mainstream appeal that is always a safe alternative. Most of the styling there consists of regular cuts and shampoos. Convenience is a factor as well, as appoint- ments are not necessary. Like Hair Cuttery, it lacks the excitement and creativity that Birds conveys. Great Clips is not located on Franklin Street but has two locations, one further north and one further east of campus. It has a strong appeal to families around the area, especially ones from the Raleigh / Durham area. 9 FRIENDLY BARBER SHOP Friendly Barber Shop is a barbershop with an environment exactly like its name suggests. No appointments are needed, and customers walk in and make themselves feel at home. With only three chairs, its modesty fares well with the casual vibe of the shop. Good conversation in a homely en- vironment is always available here. Decorations include some UNC athlet- ics posters and pictures of familiar clients. The easygoing attitude this shop gives off attracts many college students looking for a dirt cheap haircut (at $13), even though the shop is situated in Carrboro. 109 SOURCE: greatclips.com10 SOURCE: carrborocommons.org/2007/02/21/this-barber-shop-is-friendly/ 18
  20. 20. so what?STRENGTHS & BRAND PERCEPTIONThe most valuable characteristic that Birds Barbershop holds as a company is itsbrand personality and atmosphere, which both reflects the appeal and characterof its hometown. The eclectic environment, free beer, and alternative rock attitudemake Birds stand out in a market saturated by pretentious and plainly generichair salons. The unique haircutting styles offered and its distinctive vibe makeBirds an experience that is one-of-a-kind.The idea of creating an entertaining setting for passing the time before a haircutis an effective way to keep customers pleased with their Birds experience and setsBirds apart from its competition. Many aspects of Birds create an environmentthat caters to the needs of the multi-tasking, Generation-Y target consumer: • A spacious lounge area featuring contemporary magazines • A foosball table • Free Wi-Fi internet accessThe no-appointment policy of Birds succeeds in catering to a group of individualsthat require a flexible time schedule. The intriguing interior décor, casual ambi-ance, and fun vibe of Birds attract consumers, particularly those part of the targetmarket, that are receptive to a laid-back environment. The hours of operationevery day of the week give Birds a competitive edge to its main competitor, Syd’sHair Shop, which is closed on Sundays. Its competitive pricing puts Birds in anadvantageous position in relation to its competitors as well.Birds has a shared passion with its core group for music and entertainment. Withthe wide range of music that is played in the shop, Birds appeals to this passionand makes music a part of the brand experience. For this reason, Birds is able toengage its customers by appealing not only as a barbershop, but as a fit for theirlifestyle. 19
  21. 21. so what?POTENTIAL PROBLEMS & OPPORTUNITIESOne of the biggest issues facing the successful introduction of Birds in ChapelHill is the challenge of establishing the business in an already saturated hair sa-lon market and building a loyal consumer base in the process. By featuring aBirds Barbershop musical festival every few months, Birds will be positioning it-self as more than just a barbershop but also as a hang-out spot and entertain-ment venue for our target market.Birds’ unique concept of a no-appointment policy might be considered both ahindrance and a blessing. This type of organization can be construed as a lack ofbusiness structure. This could potentially deter customers from putting theirname on the waiting list. In order to entice this particular audience, Birds offersamenities offers such as free beer, Wi-Fi, and a foosball table.One of the primary threats Birds Barbershop faces is the presence of a competi-tor who carries a similar concept to their own. Syd’s Hair Shop, located half amile away from Birds, also prides itself on the “rocker” image and attempts toidentify its eclectic nature by its funky décor and punk hair styles. Birds’ answerto this problem is simple: offer partnerships with businesses in the surroundingarea such as Cat’s Cradle or the Cackalacky Classic Condiment Company, both ofwhich cater to the target market and “rocker” lifestyle.The current economic situation in the United States led to a decline in consumerspending and may drive potential, existing, and Generation-Y consumers to lessexpensive venues. Birds recognizes this as a potential threat and will use defini-tive measures against this external locus of control. One such measure is by of-fering post-game specials and promotions that correlate with UNC sports victo-ries. On its grand opening day, offering free haircuts to the first ten people whowalk through the door will attract individuals who could potentially be part ofthe loyal consumer base. 20
  22. 22. situation synopsis The task at hand for Madhatter, Inc. is to introduce a new Birds Barber- shop on Franklin Street in Chapel Hill, North Carolina. Due to the new lo- cation’s close proximity to the University of North Carolina college cam- pus, the agency’s primary goal is to establish a well-known brand pres- ence as well as create brand preference in the college community. This will be accomplished by targeting individuals 18 to 35 years old, focusing specifically on those who have an eclectic style and are young at heart. As a result of the internet and recent technological advances, music has become more accessible and more integrated into our daily lives. Specifi- cally, the Chapel Hill/Raleigh/Durham area has been well known as the birthplace of rock and punk music 11, due to a large portion of its popula- tion being young, college students. Particularly with the target market, music has become associated with personal and individual styles. Because of this, music is now a way of identifying lifestyle and behavior. Birds will have outdoor speakers near its entrance to lure in curious customers. Passers-by will be able to relate to the music being played and be encour- aged to enter the next time they need a haircut. Since fashion is also an important aspect of the target’s lifestyle, an inno- vative tool to use for promotion would be to sponsor a runway show fea- turing solely Birds Barbershop haircuts and hairstyles. This would create buzz and word-of-mouth through the exhibition of unique styling as “works of art”. Additionally, the style and structure of the fashion show will emphasize the expressive and unique personality of Birds and encom- pass the alternative lifestyles of the target market.11 SOURCE: Unterberger, Richie (1999). Music USA: The Rough Guide. The Rough 21
  23. 23. situation synopsis Birds Barbershop should also take advantage of individuals that are choosing to make a lifestyle change or experiencing a life-changing event. These individuals will be more likely to alter their appearance dramati- cally, specifically their hairstyle. Such events may include birthdays, break ups, New Year’s, and back to school periods. 12 On these events, Birds will offer promotions and special discounts to attract these types of consum- ers, since Birds typically offers dramatic haircuts. Graffiti chalk art will be used along Franklin Street to create more aware- ness about the new business. This will effectively convey Birds’ brand personality and attract consumers in the area to enter the salon. As the chalk art gets closer to Birds Barbershop on either side of Franklin Street, the art will become more elaborate and entice the consumer to walk in that direction. Art is an important part of the creative and expressive life- style of Birds’ core group and will be effective in attracting them to the location.12 SOURCE: beautysecrets.verseo.com/2008/10/post.html 22
  24. 24. media visionINTRODUCING BIRDSBirds Barbershop is unique from other ordinary barbershops in that it provideshaircutting services in an eclectic, funky environment that offers a wide rangeof hairstyles that suit the modern lifestyle. People not only go to Birds for thehaircut, but also for the atmosphere. Birds aims to be recognized as moreunique and exciting than any other barbershop in Chapel Hill, and also to beknown as a place where waiting for a haircut can be entertaining or produc-tive, with its wide music range, foosball table, and free Wi-Fi internet. This me-dia plan aims to transform Birds into a mainstream yet edgy spot where ahaircut is not just a haircut.THE GRAND OPENINGIn order to break out into Chapel Hill as the “cool new kid on the block”, Birdsmust be introduced as something that is not worth not trying. Birds will defineitself as a new and progressive barbershop with features that appeal to thecore group. To accomplish this, Birds will be loud when stepping onto thescene and forcefully establish itself as the barbershop that is not just a barber-shop but a lifestyle.HOW TO REACH THE CORE GROUPBirds’ image especially suits individuals who appreciate an eclectic lifestyle.Birds will attract this group of consumers by providing them a musically richand creatively edgy environment where they can literally sit back and have abeer while getting a haircut. Birds suits the multi-tasking generation by pro-viding a place where wireless internet is easily accessible and appointmentsare not needed. Basically, Birds accommodates to customers who want a hair-cut in more ways than just getting a haircut. 23
  25. 25. media objectives To position Birds Barbershop as an essential part of the college atmosphere in Chapel Hill. To reach the largest number of college students in Chapel Hill and other neighboring small towns. To communicate with the target and audience during peak haircut need periods such as holidays and seasonal changes. 24
  26. 26. media menu2007 TV Raleigh-Durham DMA CPP - 30s 3rd Quarter 2007TIME PERIODS HH Men 18-34 Women 18-34Early Morning 41 287 151Daytime 38 - 93Early Fringe 61 257 158Early News 75 152 171Prime Access 90 193 174Prime Time 262 582 412Late News 148 536 268Late Fringe 57 171 10513 Source: SQAD Spring 2007 Page 472-4732007 Radio Daypart Cost / Metro Area Rating PointRaleigh Durham Population (12+): 1,142,600 3rd Quarter 2007 :60 units (Age 18-34) DAYPARTS Adult Men WomenAM Drive 148 141 155Daytime 120 120 120PM Drive 171 170 172Evening 54 48 6113 Source: SQAD Spring 2007 Page 638 - 639 25
  27. 27. media menuNewspaper UNC Daily Tar Heel CostsGreatest penetration: 18-24 YEARS OLDReadership: 38,000 FOR EACH PRINT ISSUE 20,000 COPIES DISTRIBUTED DAILY # OF CONSECUTIVE PRICING DAY RUNS 1 $14.50/in 2 $11.10/in 3 $10.20/in 4 $9.45/in 5/+ $8.85/in14 SOURCE: dailytarheel.comMagazine Rates (Raleigh Metro)PAGE SIZE 1ti 3ti 6ti 10tiDPS 10,832 9968 8953 8125FP 6078 5592 5166 47072/3 PAGE 4693 4131 3980 35201/2 PAGE 3644 3353 3100 27341/3 PAGE 2431 2235 2088 18221/6 PAGE 1337 1230 1136 10001/12 PAGE 735 674 625 54915 SOURCE: SRDS 26
  28. 28. media menuBillboards and OOH Costs in Durham GRP # PANELS NET RATE ($) * - 1 4,387 5 1 4,387 15 2 8,774 25 3 13,161 50 6 26,322 75 8 35,096* Total flight of 4 weeks16 SOURCE: Lamar.comInterior Transit Sign Sizes and Costs Ad size Space rate Installation fee 17”x11” $20 $5 28”x11” $25 $5.50 35”x11” $32 $7 42”x11” $35 $7.50 52”x11” $40 $817 SOURCE: capmetro.org 27
  29. 29. media flights1: BACKSTAGE PASS (February 21st – March 6th)The first flight of the media plan focuses primarily on generating buzz and creat-ing awareness of Birds Barbershop in Chapel Hill, North Carolina. The goal is to: • Introduce Birds Barbershop as the “cool new kid on the block” • To get people excited to try it outThe purpose of this flight is to get the word out to Chapel Hill and the surround-ing areas about Birds via word of mouth communication, guerrilla marketingtechniques, and promotional offers. The Backstage Pass flight will give a sneakpeak into the funky and eclectic brand personality of Birds Barbershop as well asto generate traffic for the Grand Opening on March 7th, 2009.2: START ROCKIN’ (March 7th – April 30th)It’s the big day! The Grand Opening is an important weekend for Birds Barber-shop and therefore, this flight will contain heavy media exposure throughoutChapel Hill, Carrboro, and Durham. This media plan will drive traffic to Birds andcultivate excitement about the Grand Opening with a combination of media vehi-cles and channels. • Extensive use of guerilla marketing will assure that Birds is attracting and catching the attention of the target market • OOH advertising will reach the target on the road, meanwhile spreading the word about the opening date and location of Birds Barbershop • Popular social networking sites and blogs will reach Birds’ tech-savvy core group and multi-tasking target market and get them to start rockin’ 28
  30. 30. media flights3: SUMMER FEVER (May 1st – July 31st)As summer approaches, the target market is getting ready to head home for va-cation, so overly heavy advertising is unnecessary. However, many people will behitting the road for travel, leisure, and entertainment, so OOH advertising is es-sential to maintaining a constant connection with the target audience during thesummer months. Entertainment will be the new number one priority of the targetmarket, therefore local cinema advertising will be an effective way to reach them.With this flight, Birds Barbershop will become the new summer fever.4: BACK TO COOL (August 1st – September 30th)Now that the new semester has begun, it is important for Birds Barbershop towelcome the target back to Chapel Hill, continue establishing a relationship withthem, and create more awareness about Birds for those who are new to the area.For this reason, Birds will utilize: • The largest amount of promotional activities • Heavy guerilla marketing which will, in turn, drive traffic to the shop • A fashion show featuring Birds Barbershop haircuts and hairstyles will cre- ate more publicity for BirdsSince everyone is getting back into the groove of things, placing advertisementsin the local newspapers will create more awareness with the audience and conveythat with Birds Barbershop, back to school can look pretty cool. 29
  31. 31. media flights5: HARD CORE SPOOK (October 1st – October 31st)In the spirit of the season, Birds Barbershop will sponsor music events and pro-vide wacky haircuts and hairstyles for Halloween. This will complement crazy cos-tumes with crazy hairstyles. Birds will continue using guerrilla marketing to cap-ture the attention of the target market, specifically using chalk art. Since thisflight is in the middle of the fall semester, placing advertisements in the localnewspapers and on pizza boxes will successfully reach the target during a busytime in the semester.6: WISH UPON A ROCK STAR (December 1st – December 31st)With the hustle and bustle of Christmastime ads, creating more clutter will makeour lads mad! Due to this, Birds Barbershop will keep it simple by continuing topromote awareness with the use of radio and pizza box advertising during finalexam time. Birds will also sponsor a holiday music event to enhance brand per-ception and awareness. During this final flight in the holiday season, Birds will so-lidify its presence in the Chapel Hill area and prove that it will make everyone’srock star wishes come true. 30
  32. 32. flight specifics PRINT Daily Tar Heel • Official UNC newspaper • 2 insertions per week for 6 non-consecutive weeks to generate awareness Raleigh Metro • Monthly Lifestyle magazine that reaches the Triangle area • 1 insertion per month for 4 months INTERNET Social Networking & Blogs • Create events and groups on Facebook and MySpace • Create blogs to generate buzz • Respond to other hair care blogs OOH Bus Interiors • Two 52’’x11’’ ads inside 50 buses in Chapel Hill area for one month. Junior Posters • 3 posters for 3 months. Mobile Billboards • 45,000 Imps per month. • 3 billboards for 3 non-consecutive months. Cinema Ads According to Arbitron: • Cinema advertising is unique in that it reaches an attentive and captive audience • Consumers view it as more acceptable than advertising on the internet or television • There are no distractions • Target market: young (under 35 yrs. old) and affluent 18 Birds will use: • Non-animated slide show. • Shown 3 times before every movie on 20 screens for 14 weeks.18 SOURCE: Arbitron 2003 31
  33. 33. flight specificsEVENTS & SPONSORSHIPSFashion Show • Sponsor a music event in Chapel Hill and showcase the fashion show • Reminds our back-to school clients about Birds and attract attention of the new clients10 Complimentary Haircuts • Promoted during the opening day and the first back-to-school day for the first 10 clients.St. Patty’s Special • $300 to sponsor a band on Franklin Street • Kegs of Lone Star beerBand Jam • Host local music performance and sponsor bands • 4 weeks of three-day weekend band jams cost $900 each • Last week of two-day weekend costs $600GUERILLAFlyers & Stickers • 9000 flyers total for the street teams to hand out around campus and Chapel Hill area • 5,000 stickers will be handed out and placed in local businesses along with the flyersCoasters & Billiard Chalk • 20,000 coasters will be placed in the bars in Chapel Hill and the surrounding areas • Ads on Chalk sticks will be placed in the same bars as the coastersPizza Box Ads • 20,000 local pizza box ads will placed during the midterm and final seasonsStreet Teams • Street team of 5 people will be handing out the flyers in Chapel Hill during the first week of the Grand Opening and the first back-to-school week • Pay each person $20 / hr; 3 hours / day; 3 days / week for 2 weeks totalSidewalk Chalk Art • Hire chalk artists to paint the sidewalk with Birds ads to generate buzz and draw attention • $500 per two-week period for 18 weeks 32
  34. 34. budget allocation(by flight) Flight #1: Backstage Pass (February 21 through March 6) Medium $ Spent Flight 1 % of $ in Flight 1 Internet $0.00 0.00% Guerrilla $813.29 100.00% Total $813.29 100.00% Flight #2: Start Rockin (March 7 through April 30) Medium $ Spent Flight 2 % of $ in Flight 2 Internet $0.00 0.00% OOH $8,445.00 66.51% Events & Spons. $1,650.00 13.00% Guerrilla $2,601.78 20.49% Total $12,696.78 100.00% Flight #3: Summer Fever (May 1 through July 31) Medium $ Spent Flight 3 % of $ in Flight 3 Internet $0.00 0.00% OOH $8,145.00 63.30% Events & Spons. $900.00 7.00% Guerrilla $3,821.04 29.70% Total $12,866.04 100.00% 33
  35. 35. budget allocation(by flight) Flight #4: Back to Cool (August 1 through September 30) Medium $ Spent Flight 4 % of $ in Flight 4 Print $10,064.40 43.07% Internet $0.00 0.00% OOH $6,645.00 28.44% Events & Spons. $1,950.00 8.34% Guerrilla $4,707.87 20.15% Total $23,367.27 100.00% Flight #5: Hard Core Spook (October 1 through October 31) Medium $ Spent Flight 5 % of $ in Flight 5 Print $5,032.20 58.08% Internet $0.00 0.00% Events & Spons. $900.00 10.39% Guerrilla $2,732.13 31.53% Total $8,664.33 100.00% Flight #6: Wish upon a Rockstar (Dec 1 through Dec 31) Medium $ Spent Flight 6 % of $ in Flight 6 Internet $0.00 0.00% Events & Spons. $600.00 31.64% Guerrilla $1,296.36 68.36% Total $1,896.36 100.00% 34
  36. 36. budget allocation(through all flights) Flight $ Spent % of Total Budget Backstage Pass $813.29 1.25% Start Rockin $12,878.60 19.81% April $100.36 0.15% Summer Fever $13,047.81 20.07% Back to Cool $23,549.04 36.23% Hard Core Spook $8,846.13 13.61% November $2,335.36 3.60% Wish upon a Rockstar $1,896.36 2.92% Contingency $1,533.05 2.36% Total $65,000.00 100.00% 35
  37. 37. budget allocation(through all media vehicles) Medium $ Spent % of Total Budget Print $17,331.60 26.66% Internet $0.00 0.00% OOH $23,235.00 35.75% Events & Spons. $6,000.00 9.23% Guerrilla $16,900.35 26.00% Contingency $1,533.05 2.36% Total $65,000.00 100.00% 36
  38. 38. recommendations Madhatter, Inc. is dedicated to working with Birds to achieve a successful launch and maintain a thriving business. On top of the flights in the media plan, there are other options that Birds could consider to further its ventures. 1: Birds can carry its own product line, exclusive to the shop. This would put Birds at a competitive advantage and obtain greater brand solidarity. In incorpo- rating advertising which specifically promotes these products, Birds will drive consumers to the shop, and therefore increase traffic. 2: Birds can use a van, for guerrilla marketing, which travels in and around the UNC campus and Carrboro area . The van will include a booth that displays a live haircut process while the van is at a static location, with music projecting to cre- ate Birds’ atmosphere. This would demonstrate and give viewers a taste of what to expect at Birds, leaving some intrigue to the mind. 3: Because the UNC Chapel Hill area has such a strong sense of school spirit and residents have a long standing loyalty towards the UNC Tar Heels, 19 it would be beneficial for Birds to advertise through promotional efforts and coupons in celebration of Tar Heel victories. 4: Cats Cradle in Carrboro, a local music venue, is often rated as one of the best clubs in the country for live music and often hosts local, national, and interna- tional acts in all genres. 20 A possible partnership with Cat’s Cradle would be good publicity because Birds is tied to the music scene.19 SOURCE: http://www.admissions.unc.edu/tarheelstalk/leniqua/leniqua1.htm20 SOURCE: triangle.citysearch.com 38
  39. 39. conclusionThrough this media plan, Madhatter, Inc. will partner with Birds Bar-bershop to integrate Birds into the Chapel Hill scene and make itspresence known and established. This media plan will take advan-tage of the prime location of Birds through local efforts and createtop-of-mind awareness for Birds throughout the community. One fo-cus of this media plan is for Birds to be loud and convey its creativitythrough its creative advertising efforts. Birds will advertise with themindset of stretching advertising efforts to the limits of its geo-graphical area, while also following the consumer around day to dayto be effortlessly prevalent in the lifestyles of Birds’ target group. 39
  40. 40. sources 1. carolinaliving.com/heartlands/chapel_hill.asp 2. MRI 3. newsobserver.com/264/story/549933.html 4. unc.edu/about/history.html 5. chocvb.org 6. city-data.com 7. sydshairshop.com 8. haircuttery.com 9. greatclips.com 10. carrborocommons.org/2007/02/21/this-barber-shop-is-friendly/ 11. Unterberger, Richie (1999). Music USA: The Rough Guide 12. beautysecrets.verseo.com/2008/10/post.html 13. SQAD Spring 2007 14. dailytarheel.com 15. SRDS 16. lamar.com 17. capmetro.com 18. Arbitron 2003, The Arbitron Cinema Advertising Study: Appointment Viewing by Young, Affluent, Captive Audiences 19. admissions.unc.edu/tarheelstalk/leniqua/leniqua1.htm 20. triangle.citysearch.com 40
  41. 41. MADHATTER, INC. … There’s a method to our madness.

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