IMCMAJORPROJECT

Integrated Marketing Communications Plan
Suzanne Ross
MKTG 5519- OLE
April 14, 2016
Client: Schick
Product: Disposable Razors
Agency: Hairiettes
Agency TeamMembers:
Diana Zeeh
Morgan Nettleton
Dani Sharmara
Alexandra Murphy
TABLE OF CONTENTS

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Brand Review………………………………….……………………………………………………p. 2
Background & Overview……………………………….…………………………………………..p.3
Target Market Profile……………………………….………………………………………………p.
IMC Objectives……………………………….………………………………………………………....
Creative Strategy……………………………….……………………………………………………..
Media Recommendations ……………………………….………………………………………….…
Campaign, Scheduling, Blocking Chart……………………………….……………………………
Budget……………………………….…………………………………………………………………..
Conclusion………………………….…………………………………………………………………..
Graphic Treatment……………………………….………………………………………………..……
Works Cited……………………………….…………………………………………………………..…
Appendix……………………………….………………………………………………………………...
BRAND REVIEW

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Schick was founded by Army Lieutenant Colonel Jacob Schick. In 1921 Schick
designed a type of safety razor where the blades were conveniently stored in the handle
of the device benefitting the consumer who would not have to touch a sharp blade. This
razor later became the Schick Injector Razor and led to the hugely successful Schick
brand.
For several decades Schick and Gillette have dominated the industry in a Coke-Pepsi
type duopoly (Gross, 2014). Schick’s unique selling proposition is that they focus on the
needs of consumers with sensitive skin while their competitor, Gillette focuses on
innovation. Schick products have added comfort features such as moisture ribbons and
aloe enhanced comfort strips to make the shaving experience more enjoyable. The
Dollar Shave Club has recently entered the market and has been a new disruptor in the
industry creating more competition for Schick, as they focus on low prices and
convenience for consumers (Gross, 2014) .
Some of Schick’s products include the following for both men and women:
Men’s Razors Women’s Razors
Schick Hydro Schick Hydro Silk
Schick Quattro for Men Schick Intuition
Schick Xtreme3 Schick Quattro for Women
Schick Slim Twin For Him Schick Xtreme3
Schick Slim Twin and Slim Triple for Her
In addition, Schick razors give users a close shave while also hydrating their skin so
that even a quick shave can be comfortable and accurate. Schick’s website offers
shaving tips on how to find the right razor as well as shaving facts vs. myths; this helpful
advice gives the appearance of a brand that is consumer focused. Schick as a brand
has not positioned itself to one particular gender over the other. However, they may
need to revisit their unique selling proposition with Dollar Shave Club’s entrance into the
razor market. Dollar Shave Club has become increasingly popular among men.

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The benefits of disposable razors include the following:
● Sold in bulk
● When dull they can be thrown away
● Priced cheaper than reusable razors and so consumers can buy them on
impulse.
● Slim design makes them ideal for travel purposes.
The benefits of refillable razors include the following
● Stronger and more durable blades
● Although the initial investment may be more than buying disposable razors,
refillables do not have to be replaced as frequently as disposables.
Schick’s social media is scattered. They have separate Twitter accounts for all their
products such as Schick Hydro and Xtreme. This can be confusing for potential
consumers. A more consistent social media campaign may benefit the brand. Where
did Schick go wrong?
The agency feels that Schick lost focus when they employed sexist and degrading
advertising in a time of female empowerment. The following commercials created
negative responses from viewers, mainly female viewers and also negatively impacted
Schick’s brand equity.
Trim the Bushes: https://www.youtube.com/watch?v=aKVfoKr0A94.
This commercial was recently created for the Schick Hydro Silk TrimStyle, a bikini
trimmer and razor that is waterproof and has a second head on the bottom for a delicate
closer shave. The commercial got negative reactions; the website OneMillionMoms
posted a hateful response to the commercial calling it “suggestive, disgraceful and
vulgar” and also noting the inappropriate TV placement as it appeared on Nickelodeon
and ABC Family Channel. OneMillionMoms stated a call to action, urging viewers to
write to the brand owner asking them to be more responsible with their marketing
initiatives (OneMillionMoms, 2016).

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Mow the Lawn: https://www.youtube.com/watch?v=jBkR09sP4T4&nohtml5=False
This commercial was created by the J. Walter Thomson agency, New York for Schick
under CCO/Co-President Ty Montague in 2009. The commercial was done for the
Quattro Trimstyle all-in-one bikini trimmer and razor. Their intention was to make it okay
to talk about bikini hair grooming (JTW,2016).
The agency plans to implement an integrated marketing campaign to restore Schick’s
image as a well respected brand in the industry.
BACKGROUND & OVERVIEW
CRESTED ANALYSIS
Schick Razors can be categorized in the depilatory industry. Depilatory, otherwise
referred to as the removal of unwanted hair is a large and growing industry for both men
and women.The marketing communications objectives of this campaign are to increase
usage by changing consumers’ perception, build interest in the brand and offer
promotional incentives using five Integrated Marketing Campaign vehicles. This
campaign plans to build a competitive advantage by incorporating the tagline and
hashtag, “be a #SchickChick”. The humorous appeal to the campaign will emphasize
everyday situations women face in which they may find themselves saying “oh sh*t I
forgot to shave”. Instead of using a phrase such as this, the campaign will use the
tagline “OhSchick” as a play on words. This new realistic campaign approach hopes to
generate a buzz around Schick and reposition them as the top razor brand for women.
The goal is to increase Schick’s marketing share in the depilatory industry.
Economic Conditions
Personal hygiene and grooming care is a basic need for women. The purchase of
razors might see a rise in an economic hardship, as the more expensive alternatives
such as waxing and laser hair removal may face more of a threat. Statistics have shown
that 21% of females use waxing as a form of hair removal while 58% of females use
razors as a form of hair removal (Statistics Brain, 2012). Like toothpaste, deodorant or

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shampoo, razors are staple personal care items that are found in most shopping
baskets. The average amount a woman will spend on shaving related products in one
lifetime is an estimated $10,000 (Statistics Brain, 2012).
Competitor Activity
Schick competes in the depilatory industry whose direct competitors include Gillette and
Dollar Shave Club. Indirect competitors or other substitutes include laser hair removal
and waxing treatments. Salon offered waxing and laser treatments are targeted towards
the slightly more affluent females who have more disposable income to spend on
ridding unwanted hair. For this reason, our marketing campaign is targeted towards
younger females, students and the working millennial.
The top three razor and blade competitors include the Dollar Shave Club, Gillette and
Schick. As the Dollar Shave Club has grown in popularity, the battle of the blades
continue between Gillette and Schick. The Dollar Shave Club is a monthly razor
delivery service where the product is ordered online, rather than sold through traditional
brick and mortar stores. Although their target market is geared towards men, 20% of
DSC customers are women (Wischhover, 2014). There are growing trends that women
are starting to purchase men’s razors because the quality and price are much more
desirable (Wischhover, 2014).
In 2003, Schick tried to one-up Gillette by introducing the first four- blade razor. Schick’s
total share in the United States rose from 2.9% to 17% (Davis, 2010). As Gillette’s
market share fell, they developed a new strategy which was to introduce the world first
five- blade razor in 2006. This new razor sold more than 2 billion within the first two
months (Davis, 2010). Gillette’s lowest price begins at $5.99, while Schick’s lowest
priced product begins at $5.99. The two razor blade giants have legally battled one-
another while trying to continually strive to be the dominant player in the market. Gillette
has introduced a similar service as DSC. Gillette will be offering an online subscription
service to compete with the Dollar Shave Club.

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Razor Brand Unique Selling Proposition
Schick Razors for sensitive skin focused on
comfort and ease
Gillette Innovative razors focused on
enhancements such as durability
Dollar Shave Club Razors that are price conscious and offer
convenience to the consumers
Demographic Trends & Social Change
Unwanted body hair has been a growing social trend over the years as women feel
more pressure to remove every inch of hair on their bodies. Tweens and teenagers
begin to go through puberty and start to develop body hair around the age of 12. An
estimated 8 out of 10 girls aged 11 to 16 years old shave or wax their legs (Meikle,
2013). The average amount of time a women will spend to shave is 10.9 minutes while
the average amount a woman shaves each month is 12 times (Statistics Brain, 2012).
The history of hair removal dates back to Egyptian Times in 4500 BC, where the first
shaving tool was recorded. During the Roman Empire, minimal body hair was a sign of
wealth. Greek statues and paintings of Grecian women do not depict any body hair
which was a sign of beauty and class (Barringer, 2012). During the Middle Ages,
Queen Elizabeth I lead the trend by removing unwanted facial hair using the first pair of
tweezers. During WWII, there was a shortage of nylon stockings for women which
forced ladies to go bare legged leading to increased leg hair removal. By the 1950s hair
removal and shaving became more widely accepted. During the 1960s waxing was
introduced and became the first method of choice for women. During the 1980s to our
current day, most women rely on at least one form of hair removal, as waxing, tweezing
and shaving are among the popular choices. Unwanted hair has been a struggle for
women dating back hundreds of years.
Technology

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The technology of razors dates back to 1895 when King C. Gillette invented the Gillette
razor (Barringer, 2012). Since then, razors have dramatically changed and improved
over the decades. Most notably, Gillette and Schick competed with each other by
adding an additional blade to their razors, ultimately trying to one-up one another. Hair
removal technologies are constantly improving and changing. New technologies keep
rising while walk in wax bars and laser removal has become increasingly popular and
more economical.
Laws & Regulations
Razor companies need to be mindful of The Advertising Standards Board. Schick
released its campaign commercial of three woman trimming a bonsai plant which
garnered criticism and backlash as viewers were offended by the sexual innuendo of
the advertisement (Lu, 2014). The Advertising Standards Board ultimately dismissed
this advertisement, but this was not the first time Schick experienced complaints which
led the Standards Board to get involved (Lu, 2014).
TARGET MARKET PROFILE
Consumer Behaviour Analysis
One important aspect to consider with respect to consumer behaviour is Schick’s
adoption of the razor/razorblade business model. This model was introduced by King
Gillette, founder of Schick’s primary competitor. It describes any business practice
whereby a one-time product is sold, usually at a low cost, that is complemented by
another product which the customer must repeatedly purchase (Bynum, n.d). In this
case, this involves the razor and razorblades, respectively. This practice creates a
continuous source of revenue for a brand by encouraging repeat purchases of the
razorblades that complement the razor. As such, it leads to customer loyalty and
creates a high psychological switching cost (Yu, 2013). In other words, once a woman
purchases a razor, she will usually remain loyal to this brand and repeatedly purchase
the complementary razorblades of the same brand.

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Audience Segmentation Strategy
The market for this campaign will be segmented by geographic, demographic,
psychographic, and behavioural bases. According to a survey done by the Print
Measurement Bureau of Canadian females over the age of 12, women who use razors
are typically from English speaking Canada. Razor usage is especially popular in
Calgary and Vancouver, as well as cities with populations between 1-2 million.
Razor/razorblade replacement blade systems are most popular among women aged 18-
24 and 25-34 compared to other age cohorts, while disposable razors are most popular
among women aged 18-24. This survey also suggested that razor usage is evenly
distributed across a wide range of personal incomes (PMB).
Based on these trends, this marketing campaign will be focusing on millennial women
residing in urban areas. Millennials are typically highly educated with liberal views. Their
digital usage is above the national average (CMDC Media Digest, 2015, p. 22), making
them an attractive segment to target due to their reachability and responsiveness. Many
millennials are also passing through a variety of major life events: buying a house,
getting married, starting a family, and finishing school. Their average age is 26, 75
percent reside in urban areas, and their average personal income is 33,748 dollars
(CMDC Media Digest, 2015, p. 22). The most popular hobbies among them include
visiting nightclubs or bars, jogging, home fitness, camping, swimming, and skating
(CMDC Media Digest, 2015, p. 22). This segment appears most attractive to target
because it is reachable, responsive, and substantial enough to be profitable.
Core Target Consumer Description
While millennials are generally motivated by material goods (CMDC Media Digest,
2015, p. 22), generally, consumers are becoming less willing to pay more for innovative
shaving technology (Ferrel, 2012, p. 481). Evidence shows that most women like less
expensive three-blade razors when compared to more advanced alternatives (Ferrel,
2012, p. 488). This suggests that razor manufacturers must now turn to strategies other
than product innovation in a saturated market where razors and blades are in the

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maturity stage of their product life cycle (Ferrel, 2012, p. 485). History has shown that
innovations in razor technology may have reached a peak, and more innovation risks
translating into consumer perception that lacks brand loyalty (Ferrel, 2012, p.484).
From an Integrated Marketing Communications standpoint, these trends highlight the
importance of communicating emotional benefits over and above product benefits.
Consumers’ loyalty to Schick is something to be maintained and enhanced.
Core Target’s Media Habits
When compared to the average Canadian, millennials generally spend less time
watching television, but far more time on their computers. The average Canadian
spends 21 hours/ week watching television, while the millennial spends 16 hours/ week
doing so. The average Canadian spends 13 hours/ week on their computer, while the
millennial spends 19 hours/week doing so (CMDC Media Digest, 2015, p. 22).
Millennials spend an average of 6:51 minutes accessing the internet from a mobile
device per week, and read an average of 3 newspaper issues per week and 3
magazines per week (CMDC Media Digest, 2015, p. 22)
IMC OBJECTIVES
There are three main IMC objectives that will be the focus of this campaign. The first
objective of the Hairiettes is to increase usage of Schick razors. Schick has been
second to Gillette for a long time now and the agency will strive to change this. The
Dollar Shave Club is a new razor company that has become increasingly popular
among men. They are close to beating Schick out of the number two spot. That being
said, this campaign is aimed toward women because the competition is less intense.
The Hairiettes hope to increase usage of Schick razors among women enough that
maintain a higher share in the market. By the end of the campaign more women will
think of Schick as their first choice for a razor.
The second objective is to build interest around the brand. Most people who purchase
disposable razors have heard of Schick, however a major campaign objective is to build

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interest by introducing the Schick Chick campaign. This will be done by changing
customers’ perceptions of the brand. Schick’s commercials that are targeted at females
are often uncomfortable to watch. They focus on “trimming the bushes” and “mowing
the lawn”. This campaign focuses on a more relatable humorous approach such as
forgetting to shave your legs before a date. These commercials and advertisements will
be based on experiences that a lot of women have had and they will also be
encouraged to share their funny and embarrassing shaving stories online. This way
people can feel a part of the #SchickChick movement which will increase brand loyalty.
Finally, the third objective is to offer incentives to customers. There will be a couple of
initiatives put in place that will encourage women to choose Schick over any other razor.
First, as mentioned earlier the agency will encourage women to share their
#SchickChick stories. Through this an online campaign will run where every time a
woman shares a story and uses the #OhSchick hashtag she can be entered into a draw
to win Schick products and become the #SchickChick of the month. Customers can
also win prizes when they buy a pack of Schick razors. Inside the razor package there
will be a picture of a hairy leg. Customers can scratch the hair off the leg and reveal
what they have won.
The media objectives are to increase awareness of Schick’s razors for women across
Canada between the ages of 18 and 34. This will be done through magazine print ads,
television commercials, online interactive campaigns, promotional packaging, and an
out-of-home campaign. The campaign will run from July-December so it can target
women in the summer months as well as students as they start school for the year.
This timeline also aligns well with the television campaign as the commercials will air
during The Bachelorette Canada, a popular show among women.
With the introduction of this campaign The Hairiettes would like to increase Schick’s
sales and market share in regards to women’s razors. According to statista.com, the
Schick Hydro 5 was the leading razor for sales in 2015 making $37.4 million. The
second highest selling razor was the Gillette Fusion Proglide with $36.6 million in sales.

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That being said, Schick Quattro for women made $19.7 million in sales where the
Gillette Venus razor made $35.1 million (Statista, 2015). As seen here, there is a lot of
room for improvement when it comes to women’s razor sales. In regards to market
share, according to Euromonitor Gillette’s market share was 36.9% in 2015 and
Schick’s was 21.2% (Euromonitor, 2015). In order to increase these numbers the plan
is to increase the quantity sold as Schick already offers a high quality product. Schick
does not want to raise the price of the product at all because there is already so much
competition out there that offers the same product. By the end of the campaign the goal
is to increase Schick’s market share by 5%.
CREATIVE STRATEGY, APPEAL, AND TACTIC RECOMMENDATIONS
Description of Big Idea
Our Big Idea is to execute an integrated marketing campaign using a humorous appeal,
calling women to join the #SchickChick movement and avoid #OhSchick moments.
Because our target market is very active on social media, we have developed these two
hashtags to incorporate throughout print, television, interactive, out of home and
promotional packaging campaigns. They will be a repeated theme that ties each vehicle
into one integrated marketing communications campaign.
A humorous appeal is way to communicate product benefits using a light hearted
approach with an emphasis on entertaining the audience to “break through the clutter”
(Tuckwell, 2014, p.121). This would resonate very well with our target market who
appreciates humour in advertising. The Harriettes predict this would also be true when
the humour relates to a task like shaving, which is considered mundane or even
dreaded. This emotional appeal would be appropriate for a market where product
innovation has reached its peak. Product benefits have been communicated extensively
in the past, but without significant innovation occurring in the industry at this time,
product benefits do not need to be the focus of our campaign. To mitigate the risk of the
humorous appeal going stale, a variety of vehicles and executions will be used. These

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executions will be exposed to the audience at different times to maintain their attention
and interest, while distracting them from any competitive campaigns. Imagery in our
executions will portray situations relatable to the female millennial, such as dating or
fitness scenes. Copy will use tongue-and-cheek humour.
Execution for TV
*Please see Graphic Treatment for Storyboard
The 30 second advertisement will feature a confident young woman strolling down the
street with a long flowing skirt. She walks by a cute guy and meets eyes with him. After
she walks by a gust of wind flows and her skirt flies up revealing hairy legs. She looks
at the camera extremely embarrassed and says “Oh Schick!”.
Execution for Print
*Please see Graphic Treatment for draft outline of Advertisement
The first print advertisement features a man and a women on a date. The male has his
hand tastefully on her knee while the female looks visibly concerned that she forgot to
shave her legs. This will be one example of an #OhSchick moment that many women
and readers can relate to. This humorous yet slightly embarrassing moment is to remind
readers, don’t let this happen to you! The advertisement remind readers to be a
#SchickChick.
Execution for Internet & Interactive
*Please see Appendix for Twitter Engagement
The agency will reach out to consumers through an online Twitter contest. Consumers
will follow @SchickChick1 and get the chance to share their embarrassing and funny
shaving stories using the #OhSchick hashtag. Each month the #SchickChick with the

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best story will be chosen and that Twitter user will win a promotional gift basket with
Schick products. This promotion will run throughout the entire campaign.
Execution for Promotional Packaging
The promotional packaging will offer consumers a chance to win prizes through a
“Scratch N Shave” promotion. The prizes will vary from free Schick products to the
grand prize of winning a trip to the Caribbean. Schick will partner on advertising
initiatives with Expedia.ca, the provider of the trips and will promote Expedia.ca
throughout the campaign on the packages and on social media. The promotion will be
giving away four trips for two to the Caribbean. The packaging will display a cardboard
scratch card through a clear window that has a pair of legs on it with instructions to
“Scratch N Shave” the hair off to reveal the prize. A small plastic razor will be provided
within the package for an interactive scratching element. Purchase is necessary to win
prizes.
Execution for Out of Home Advertisement
*Please see Graphic Treatment for Restroom Advertisement
As part of this integrated marketing campaign, this restroom poster will remind
customers about Schick’s latest promotional giveaway. The poster will remind viewers
to purchase the latest Schick razor for a chance to win Schick prizes and an ultimate
prize of a trip to the Caribbean.
MEDIA RECOMMENDATIONS
Objectives & Strategies
Because Schick’s women’s razors are mature products, frequency will be maximized.
This will ensure that the audience is exposed to the message as much as possible to
keep it in the forefront of their minds, more so than competitors’ products. Reach will be
maximized to a lesser degree. As discussed, the overall campaign will focus on female
millennials, so mediums that reach an audience similar to this target market profile have

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been chosen. This represents a profile-matching strategy (Tuckwell, 2014, 139). The
campaign will be national in scope with an emphasis on key urban markets.
A television commercial, print ads in magazines, interactive internet and packaging
contests, and restroom advertisements have been created in order to execute this
media strategy, as each of these methods represent good options when using an
emotional appeal. The contests specifically are a great way to engage the audience,
and stand out from the competition.
Detailed Media Plan and Rationale
Television:
The TV commercial will air on the W Network during The Bachelorette Canada.
The Bachelorette Canada airs from September to December. An even schedule will be
used while the show airs to ensure sufficient frequency of the message. Our target
market spends about 16 hours per week watching television, which is less than the
average Canadian, however this particular show is popular among this target. According
to Marilyn Orecchio, Vice President of Strategy at Corus Entertainment, a spot during
The Bachelorette Canada reaches 120,000 to 150, 000 adults, most of whom are
female. The even schedule would involve the spot being aired twice per week, on a
weekly bases for the 12 weeks the show airs.
The TV commercial will also air on the Slice Network using a skip schedule. It will
air twice during a primetime show every other week. This will extend our budget while
exposing the audience to our message over an extended period of time.
Print:
The print ad will be featured in three different magazines, namely People,
Cosmopolitan, and Glamour. These magazines are distributed nationally, and have
extensive reach among the female millennial target market. A full one page coloured
advertisement will be featured in Cosmopolitan for the July, September, and December
issues. A one page advertisement will be featured in Glamour’s August, September,

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and November issues. A one page ad will be featured in People the first week of July
and the first week of December.
Packaging Contest:
The plan for promotional packaging is inspired by Tim Horton’s Roll Up The Rim To Win
campaign. Razor users who do not have brand loyalty to a certain brand will simply pick
up razors based on appealing packaging, convenience of location or on price.
Consumers who are not loyal to Gillette or Schick seem to not even know the difference
as they both are brand name razors offered at roughly the same price (Berr, 2012). So
with this packaging promotion we plan to set the Schick brand apart from the Gillette
brand.
The promotional packaging will be offered on Schick’s disposable packages since they
are low risk impulse purchases. Potential consumers will be more likely to try Schick at
a low risk cost just for the chance to win. The promotion will run nationwide from
September to November to encourage the sale of razors during the winter months. The
more frequent prizes to win will be free Schick products and the grand prize will be a trip
to a sunny location. Schick will be partnering with Expedia.ca to give away four cruise
trips for two to the Caribbean. The plan is to get the trips from Expedia.ca by offering
them free advertising during Schick’s promotional packaging period. Their logo and
information will be visible on all packages used during the promotion. The hashtag used
for the promotional packaging will be #SchickChickSunshineTrip.
The packaging design will be a classic plastic package for Schick disposable razors.
This will include a clear window on the front and the back. The back will display the
razors while the front will have a cardboard scratch card displayed which will be in the
inside placed in front of the razors. The scratch card will have a pair of legs with brief
instructions to “scratch the hair off the legs” using a mini razor made from plastic that
will also come in the package. This will be a fun interactive element for consumers also
playing on the idea of getting a toy in your cereal package but for adults. The legs that

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will be featured will be more animated and cartoonish in the design to avoid over
sexualized associations and to stay consistent with our theme of a humorous appeal.
The promotion will require a purchase for participation since it requires opening the
package. Logos for Schick, Expedia and large printed promotion of winning a trip to the
Caribbean will also be present in bright colours on the front.
Just like with Roll up the Rim, we hope that many customers will try to win seeing as
disposable razors are not a huge investment and this will increase sales. It will also
create positive attention for the brand in that Schick will be the razor brand that gives
customers a chance to display their shaved legs on the beach!
Twitter Contests:
Online initiatives have become increasingly popular because they are a good way to
stay interactive with customers and they offer more personalization. The plan is to
encourage Schick Chick customers to connect online and share their funny and
embarrassing stories. These are called #OhSchick moments. The account that has
been created is @SchickChick1. When customers use this hashtag to connect on
Twitter they will be entered into a monthly draw to win free Schick products. This
person will be known as the #SchickChick of the month. The agency plans to increase
popularity of the brand by encouraging users to use other campaign related hashtags
such as #SchickChick. This will be a promotion that will be run throughout the entire
campaign.
By using an interactive approach the effectiveness of the campaign can be monitored
through customer feedback. The online demographic that will be targeted through this
campaign is females ages 18-34. When using an online approach the consumers
interact directly with content which has the potential to create earned media. This will
help to monitor brand loyalty among customers in a cost-effective manner.
The objectives of this online campaign include promoting the brand image and offering
incentives to customers for their participation. As mentioned earlier this campaign

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would like to stay away from the old Schick commercials for women that promote
“trimming the bushes” and “mowing the lawn”. Instead it will be taking a more
humorous and interactive approach by encouraging customers to share their #OhSchick
moments. By offering incentives to participate campaign awareness will increase as
well as brand loyalty since many women will want to share multiple #OhSchick stories
for more chances to win prizes.
Out-of-Home Advertising
By strategically placing advertisements located in university and college towns,
restaurant and bars, Schick plans to reach their target demographic. Washroom
advertising is a good fit especially for university and college students (Tuckwell, 2014
p.161). Schick plans to target women by using out of home washroom advertising in the
largest Canadian Universities such as University of Toronto, University of British
Columbia, McMaster, Queen’s University, Western and Dalhousie University. By
advertising within the university districts, we can reach our target demographic, females
aged 18-35. Washroom advertising involves the placement of mini posters in public
washrooms. The estimated cost of restroom advertisement is relatively inexpensive in
comparison to a print advertisement.
BLOCKING CHART

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BUDGET
Item Description Price Quantity Total
Print Media
Cosmopolitan Magazine
1 Full Page Ad
$343,600 x 3 $1,030,800
Glamour Magazine
1 Full Page Ad
$333,700 x 3 $1,001,100
People Magazine
1 Full Page Ad
$470,500 x 3 $2,442,399
TV Media
W Network - The Bachelorette
Slice - Prime Time movies
$5000/spot
$10,000/episode
$5000/spot
$10,000/episode
12 weeks
on W
4x / month
$120 000
$240,000
Digital
Interactive Twitter Promotion
Gift Baskets and Razor
Giveaway
$50,000 $50,000
Promotional Packaging
Scratch N’ Shave
Top prize: trip to the Caribbean
$30,000 $30,000
Additional prizes
Schick productgive-away
$30,000 $30,000
Out-Of-Home
Restroom Poster
$95-$300/poster x 6 month
=1,800
x 30 bars
$54,000
TOTAL $4,998,299.00

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CONCLUSION
In conclusion, the #SchickChick campaign meets the needs of the Schick brand by
positively impacting the brand’s image. Its humorous appeal is relatable to the female
millennial demographic, especially through the #OhSchick moments. This strategy
capitalizes on a profitable market. Schick’s unique selling proposition will be enhanced
by placing them as the razor for millennial Schick Chicks just as Dollar Shave club has
been placed as the new cool brand for men. In addition, our incentives and social media
interactions within the campaign improve the brand’s consumer focus.
Moving forward, it is recommended for the brand to portray itself in a relatable manner,
especially when using a humorous appeal. In addition, if the packaging promotion is as
successful as Roll up the Rim, it would be wise to run it once every year to continue to
gain more potential Schick users. Furthermore, conducting surveys would help to grasp
how consumers are responding to the brand image and brand positioning. There is also
the opportunity to branch out Schick’s product line to expand the brand in the future;
Schick can branch out into the female shaving product market to essentially “own the
female bathroom” .
GRAPHIC TREATMENT
1. TV Commercial Storyboard

21
Image created using: https://www.storyboardthat.com/storyboard-creator.
A woman is walking down a reasonably quiet city street. Fun upbeat music is playing as
she confidently strolls down the street. She walks passed a fairly attractive man and
they make eye contact. She turns to leave and a gust of wind blows her skirt up. She
looks down and realizes she has hair all over her legs. The fun music stops playing
abruptly. The camera focuses in on her embarrassed face as she exclaims “OH
SCHICK!” The hashtags for the campaign: #OhSchick and #SchickChick come up along
with the Schick logo as a woman’s narration is heard cheerily saying “Avoid that Oh
Schick moment. Be a Schick Chick.” End.
2. Print Advertisement

22
*This is an original image
3. Restroom Advertisement

23
Images created using Microsoft Powerpoint. Images used: both the logos from Schick and Expedia.ca
found on Google and clipart found at http://blvcknvy.tumblr.com/page/2 and at
http://worldartsme.com/beach-screensaver-clipart.html#gal_post_80499_beach-screensaver-clipart-1.jpg.
REFERENCES
Barringer, T. (2012, March 28). History of Hair Removal, History of Women Shaving
and

24
Waxing. Elle Magazine. Retrieved from
http://www.elle.com/beauty/makeup-skin-care/tips/g8155/history-of-hair-
removal/?slide=11
Berr, J. (2012, April 12). Gillette and Schick should be very afraid. InvestorPlace.
Retrieved from
http://investorplace.com/2012/04/gillette-schick-should-be-very-
afraid/#.Vw1UXPkrLIU%20-%20berr,%202012
Bynum, J. (n.d) What is the Razor/Razor blade model. Investopedia. Retrieved from
http://www.investopedia.com/ask/answers/08/razor-blade-model.asp
Davis, L. (2010). Gillette: Product and Marketing Innovation. Cengage Learning.
Retrieved from https://mkstrat.files.wordpress.com/2013/01/gillette-case.pdf
Ferrell, O.C. & Hartline, M (2012). Marketing Strategy, Text and Cases. Nelson
Education.
Golden, F. (2013, June 2). When to buy your cruise. USA Today Travel. Retrieved from
http://experience.usatoday.com/cruise/story/cruise-101/2013/05/02/when-to-buy-
cruise/2129843/
Gross, D. (2014, Jan 1). After 100 Years, the Shaving Industry is Finally being
Disrupted.
The Daily Beast. Retrieved from
http://www.thedailybeast.com/articles/2014/01/24/after-100-years-the-shaving-
industry-is-finally-being-disrupted.html
J. Walter Thompson. (2016). Mow the Lawn/ J.Walter Thompson New York. J. Walter
Thompson New York. Retrieved from
https://www.jwt.com/en/newyork/work/mowthelawn/
Meikle, J. (2013, Nov 29). Growing number of girls suffer low self esteem, says report.
The
Guardian. Retrieved from
http://www.theguardian.com/society/2013/nov/29/girls-low-self-esteem-rising-
girlguiding-report
One Million Moms. (2016, April 8). Schick TrimStyle Commercial Leaves Little to the

25
Imagination. One Million Moms. Retrieved from
http://onemillionmoms.com/current-campaigns/schick-trimstyle-commercial-
leaves-little-to-the-imagination/
Statista. (2015). Leading razor brands in the United States in 2015, based on sales (in
million U.S.
dollars). Statista. Retrieved from
http://www.statista.com/statistics/194706/leading-us-razor-brands-in-2013-
based-on-sales/
Statistics Brain. (2012, August 18) Shaving Statistics. Retrieved from
http://www.statisticbrain.com/shaving-statistics/
Yu, E. (2013, May 15). Razor Blades: What they can teach you about value based
pricing. Price Intelligently. Retrieved from
http://www.priceintelligently.com/blog/bid/179336/Razor-Blades-What-They-Can-
TeachYou-About-Value-Based-Pricing
Wischhover, C. (2014, June 9). Why are women still still paying exorbitant prices to
shave
their legs. Fashionista. Retrieved from
http://fashionista.com/2014/06/shaving-best-razors-women
APPENDIX
Twitter feed for @SchickChick1

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