One piece hair studio branding plan

B R A N D
I N G
Yanuar_risky@yahoo.com I yanuarrisky3@gmail.com
+62 856 9771 4240
360°BrandingproposalIIniasightDataIDigitalCampaignIAbove&belowtheline
One Piece Hair Studio

BRANDING
OBJECTIVE
Increase the visibility and awareness across the market
To strengthen public enterprises and commodities brand
impression
Tap the potentials market targets
To promote the brands and create consumer experience
To maintain and expand the market share of brand
advertising

THE
CHALLENGE
The haircare competition is very tight with the
existence of many brands: jhony andrean, rudy
hadisuwarno, and other local hair studio
How to take attention of our target audience
How to encourage target audience to feel the excitement in
One piece hair studio

TARGET
AUDIENCE
Psychography
Urban youngster
Age Range
14-30 Y.O
Demographic
Student/First Jober/Executive

262.0
MILLION
132.7
MILLION
106.0 371.4
MILLION MILLION
92.0
MILLION
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USER
MOBILE
SUBSCRIPTIONS
ACTIVE
SOCIAL USER
INSIGHT
DATA
A SNAPSHOT OF INDONESIA KEY DIGITAL STATISTIC INDICATORS
*SOURCE = WE ARE SOCIAL 2017

106,0 40% 92.0 35 %
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
INSIGHT
DATA
MILLION MILLION

49 %
48 %
39 %
38 %
38 %
36 %
31 %
30 %
28 %
26 %
YOUTUBE
FACEBOOK
INSTAGRAM
TWITTER
WHATSAPP
GOOGLE +
FB MESSENGER
LINE
LINKEDIN
BBM
SOCIAL NETWORK
MESSENGER/CHAT
APP
INSIGHT
DATA

CORE STRATEGY
DIGITAL ACTIVITIES
ADVERTISING EXECUTE
ATTRACT
Creating awareness
For one piece hair studio
+

ATTRACT
Creating awareness
+ +
Encourage the audience to
feel the excitement to find
anything with one piece
Hair studio
ADVERTISING EXECUTE
CORE STRATEGY
DIGITAL ACTIVITIES

ATTRACT
Creating awareness
+ +
Encourage the audience to
feel the excitement to find
anything with one piece
Hair studio
ADVERTISING EXECUTE
CORE STRATEGY
DIGITAL ACTIVITIES
Build the hype closure event
with a playful activities for
unforgotten moment
+

ADVERTISING FRAMEWORK
CAMPAIGN CONTENT
What kind of contents relate to our type of target audience ?
Slice of life
In slice-of-life
commercials,
advertisers attempt to
provide solutions to the
everyday problem s
faced by consumers or
businesses. These
advertisements normally
show common
things people experienc
e, especially the proble
ms they encounter. The
n, the product is made
available to solve the
problem. The most
common slice-of-life
format has four
components

CAMPAIGN CONTENT
Slice of life
In slice-of-life
commercials,
everyday problem s
businesses. These
show common
problem. The most
format has four
components
Human Centered
A dramatization
is similar to slice-of-life
executional framework. It
uses the same format
of presenting a problem,
then providing a solution.
The difference lies in the
intensity and story
format. An effective and
dramatic advertisement is
difficult to pull off,
because it must be
completed i n either thirty
or sixty seconds. Building a
story to a climatic moment
is challenging, given such a
short time period.

CAMPAIGN CONTENT
Slice of life
In slice-of-life
commercials,
everyday problem s
businesses. These
show common
problem. The most
format has four
components
Human Centered
A dramatization
intensity and story
because it must be
short time period.
Story telling
Storytelling is the
social and cultural
activity of
sharing stories, often
with improvisation r
embellishment. Stories
or narratives have
been shared in every
culture as a means
of entertainement
education, cultural
preservation and
instilling moral values.

CAMPAIGN CONTENT
Slice of life
In slice-of-life
commercials,
everyday problem s
businesses. These
show common
problem. The most
format has four
components
Human Centered
A dramatization
intensity and story
because it must be
short time period.
Story telling
Storytelling is the
social and cultural
activity of
sharing stories, often
with improvisation r
embellishment. Stories
or narratives have
been shared in every
culture as a means
of entertainement
education, cultural
preservation and
instilling moral values.
Demonstration
Advertisements using the
demonstration executional
framework are designed to
show how a product
works. A
demonstration is an effecti
ve way to communicate th
e attributes of a product
to
viewers.Demonstrations
are often presented in
business-to-business ads.
They allow a business
toshow how a product can
meet the specific needs of
another.

An effective brand consists of a highly interconnected set of business identity attributes. These attributes
include things such as your distinct selling points and your core brand values. With the booming growth of
digital marketing, consistent brand messages are becoming easier to implement. But most companies are at
a loss as how to be more effective at telling your brand's story in a visual and social media-savvy way.
Effective communication of your business philosophy and brand message is tough. Making the effort to
keep the messages consistent can help us cultivate a loyal customer following. The way our customers
respond will change enormously if we focus on sending the right message.
Having a great brand with a well-structured communication plan will help you realize these benefits:
1.Give your business a unique personality and an identity that customers can relate to
2.Differentiate your business amongst the myriad of brands
3.image will stand out in customer's minds
4.Boosts your authority in the marketplace
5.Increases customer engagement and loyalty
6.Position our brand properly and in turn command a higher pricing-niche for our products
DIGITAL ASSETS SHAPE UP

The Design and Graphical Elements
The look of our brand is determined by our logo, layout, colors and all other design elements.
The visual identity of our brand is greatly affected by how these elements work.
Facebook and Twitter contain a ton of customization options.
our company can create a visually stunning page which reflects our brand's personality and message
effectively.
Some general guidelines to keep in mind when it comes to visual branding:
Keep colors, logos and layouts similar across all our platforms
Also use similar tone and language in your content
our official website, email newsletters and business cards should have a similar design
Try to maintain visual cohesion in all our customer communications
Remember to pay close attention to the color palette, font, and other graphical elements

Consistency is the key to visual marketing. Decide
whether we want our brand to come across as serious,
dramatic, romantic, funky or classy. Use filters to submerge
our audience in to this feeling.
Consistency is the key to visual
marketing.
First, look for our brand colors. If we creating product
photos or staged photos of product usage, it should be
relatively easy to bring in those colors into the photo. If it’s
text-heavy images, then again, we have full control over
font colors. Finally, if it’s truly a lifestyle photo, a behind-the-
scenes moment or a casual photo, with a little help from
filters you can enhance the brand look.
Tip:
once we are choose with the settings,we should create the
images guide. Now, when we create other images, we can
save a lot of time by simply pasting that code into the same
window. This will apply all of those settings to any other
image right away and give we that consistent Instagram
look.

Dialing in the branding on your Facebook posts can pay
off big time.
And there’s way more to our brand than just a logo!
The right visual branding helps our content stand out & look
more familiar to our audience.
How do we develop strong visual branding our Facebook
account posts?
Here the key :
1.Establish your brand's personality & voice
2.Define your color palette
3.Choose fonts for the copy materials
4.Create brand templates
5.Create the brand’s photo filter effects

As you consider what your audience cares about, think about
the micro-moments they might be experiencing. Micro-moments
are the I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-
know moments when people are turning to you tube to find
answers, discover new things, or make decisions.
What value is your brand providing and how does that
connect with what your target audience is really passionate
and excited about?
How do you make those two things work together? That’s whats
our youtube channel strategy should revolve around.
Example content :
1.Hair care tips
2.Tutorial
3.Contest
4.Hair care challenge

When people search online for a product or service they are
usually in a buying stage. Lets use SEM to target our product and
services so that when someone searches for a specific product our
ads will show in the search result listings. SEM allows us to literally
place our business in front of the people looking for us and bringing
these prospects to our websites and converting them into a
customer.
Lead Generation: SEM will drive targeted traffic to your site 24/7.
The Internet never sleeps. When your site has visibility on search
engines, you are going to get targeted traffic every hour, of every
day. Millions of searches are conducted every day as people look for
websites, information, products and services. With search marketing,
you can definitely get more targeted traffic to your website.
Cost Effective: When compared to other traditional advertising
media, search marketing is definitely more cost effective. Search
engine traffic is more targeted which makes it easier for you to
convert prospects to customers. We are also able to measure your
response with Google Analytics so that you know how effective your
campaign is, and with SEM you can see results right away.
Brand Building: When your website has high visibility on search
engines, you are showing your prospects that your business is an
authority in your respective brand or industry. When searchers see
your website often, they will remember your brand. Even if they do
not need the product or service now, they will think of your brand first
when they need it in the near future.
SEM ads

People watch what they spend on; so it’s only natural to
expect that they want to know everything there is to know about
the product they’re going to buy, the purchase process, payment
methods, the delivery service, warranties etc, that will help them
secure a decision and commit to a transaction. So, make sure
that we have linked to the appropriate pages from our home
page. Such foresight will save much of our support team’s time,
and reduce the number of customer’s pre-sale help requests.
Here some things that we should feature update :
1. Latest news and most popular products.
2. Online chats.
3.Trustmarks.
4.Testimonials.

Electronic catalogues offer many advantages over their printed
equivalents…
no minimum print order to worry about – saves our money!
No out of date stock piling up – saves our money!
Send out as e-mail attachments – no postage costs – saves our
money!
Uses the same artwork as your website – saves our money!
Send regular updates to e-mail – customers kept up to date and
contacted regularly!
Website and eCatalogs are visually in harmony – impresses our
customers!
eco-friendly

There are billions of brands in the world, all vying for the public’s attention and business. As such, it can be
difficult to get your voice heard, especially if you’re a new, small brand trying to compete against the more
established large corporations.
Customer advocacy is where your marketing ROI can skyrocket. In such a scenario, you’ll be putting in less
effort to reach your marketing goals because your customers will sell for you. And it can all start through your
social campaigns.
so, create online forum reviews will help us a lot.
Total Visits : 4.14 M
Avg. Visit Duration 00:01:20
Bounce Rate 74.10%
Total Visits: 2.45 M
Bounce Rate : 59.80%
Bounce Rate 73.03%
Bounce Rate 73.04%

COMPETITOR ANALYSIS
X
X
X
X
X
X
X

ONLINE EXPECTATIONS,
OFFLINE EXPERIENCES

ONLINE AND OFFLINE MATCH
Guide to Leveraging New Technology and Marketing Platforms’, provides some stark revelations about
customer expectations that very few marketers realise today.
To quote a few, the study mentions that
72%
of consumers want marketing collateral
including in-store to be consistently presented
across channels as a means to reinforce their
perception of a given brand.
85%
of consumers expect a consistent shopping
experience across all channels including in-store.
75%Of consumers said it was important for retailers to
let them shop for products in the way that is
convenient for them, no matter which sales
channel they choose.
*SOURCE = MCKINSKEY SHOPING BEHAVIOR

Apps are now an integral part of our daily
micro-moments, with people spending an average
of 30 hours per month in them, according to
Nielsen1. Apps play a key role in those I-want-to-
know, I-want-to-go, I-want-to-do, I-want-to-buy
moments.
They're also a powerful way for brands to build
deeper relationships with their customers.
A mobile app marketing strategy can
complement a brand's offline experience (in-store
special offers, for example), drive e-commerce, or
simply help connect a brand with its loyal
customers. Together with mobile websites, they've
become important to both
consumers and marketers.

Creating a Personal shopping experience by empowering the customers to explore and understand what
The story is behind the branding or the marketing, lends itself to a higher level of selling opportunity.
Celebrity tips via qr codes to
enhance
Branding enviroment
User guide accesed via qr codes
On p.o.s materials
User get discount through groupon Sms blast , draws costumer to hair
studios during slow times

Position your store at the forefront of the consumer experience with profound insights that demistify
the consumer journey.
Get under the skin of customer interactions from fixture to zonal level and target your merchandise and
communications to amplify their experience at each stage.
Benefits :
Enrich the customer experience with exciting touchpoints and interactions
Convert browsers to buyers by completing their purchasing decision with staff support, strategic
merchandising and effective signage
Capitalise on impulse purchases and explore areas of initial interaction and dwell times
average transaction value and encourage desired routes by simplifying store navigation to designated
areas
Improve customer service by establishing the quality of service shoppers receive and identifying best
practice
CREATE CONSUMER EXPERIENCE

CREATE CONSUMER EXPERIENCE
Follow up with a customer by creating hand-
crafted thank you notes or boxes.
Identify social influencers and brand ambassadors in our
space and see if they can help us increase studio traffic
Here some example ideas, that could create our consumer experience :
Virtual haircolor board
With augmented reality

Consumer brand activations are a very crucial part of building a positive perception of a brand
This can be done through product samplings, in-store retail marketing, sponsorships, and experiential
events.
This also encompasses the brand figuring out a few core features that will distinguish them amongst
their competition in crowded marketplaces. They have to find brand positioning that will uncover assets that
will highlight long term benefits to the company.
Brands must find a way to reach potential customers that can shift perceptions and create a real
emotional engagement. These marketing events must bring up positive feeling in the minds about them in
order for them to become loyal customers and purchase their products.
Key principles
To inspire demand for a particular brand, they must tap into the consumers' passions using creative
strategies and ideas.
Timing plays an important role in connecting consumers at the right time, and the right place so that the
consumer becomes a motivated user and fan of the brand.
DRIVING CONSUMER ENGAGEMENT

By partnering with affinity within beauty blogger you can
create awareness while also establishing trust
Emotions createpowerful physical and
behavioral of our target audience
Contests increase brand awareness. And they can
generate leads!
Creating a real activities for real consumers, The key is let them tell their own experience.
DRIVING CONSUMER ENGAGEMENT

PUBLIC RELATIONS CONTENT
Public relations programs can often be created, managed, and executed effectively by small
businesses. By taking the time to craft press releaase and to participate in community service activities, a
small business can generate significant good will with very little time and effort.
public relations, press releases, brand awareness, word-of-mouth advertising, media publicity, free publicity,
niche media, public service, community involvement, company tie-ins, advertising, PR, in-house programs,
positioning strategy, marketing objectives, charitable activities, special events
Public relations (PR) efforts, like advertising, can help to build business and product awareness among target
buyers and end users, often at a fraction of the cost of advertising. Many small and large businesses consciously
utilize PR as a way to obtain free advertising about their products and services.
PR can be an effective way to generate valuable word-of-mouth advertising, sometimes due to the greater
credibility and availability of information provided in editorial articles and interviews with your company personnel.

Beauty blogger talkshow Launch new product with press conference Advertorial advertisement through media
How does the world know about your products and services? Public relations supplements advertising and
marketing
PUBLIC RELATIONS CONTENT

ざいます
Yanuar_risky@yahoo.com I yanuarrisky3@gmail.com
+62 856 9771 4240

One piece hair studio branding plan

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