Multi-channel Plan for module three

1. Squarelle
TONACITY

2. Squarelle
TONACITY
INTRODUCTION
TONACITY is a new product, so it is important to centre our first
campaign around awareness - this will help us form accurate
KPIs. Sales are unable to give an accurate picture of the
campaigns effectiveness
Involvement is key to increase the audiences connection with
our brand. The website, app and consequently social media will
allow people to share their self-engineered unique shades with
their friends and get informed by watching demos.
Four primary colours: BLONDE, RED, BROWN, BLACK.
Twenty shade combinations per colour

3. Squarelle
TONACITY
KEY PERSONAS
HANNAH MITCHELL, 40
STAY AT HOME MOTHER
LOCATION: WINCHESTER
Hannah is married to audit manager Steve, they have two
children under 12 and enjoy treating themselves, going
out to eat at least twice a week.
She is very active on Twitter and Facebook, and spends a
lot of her spare time reading beauty blogs and style
magazines and catch-up TV. She enjoys updating her look
and trying new products, splurging on luxury items.
Hannah loves shopping and goes to yoga with other
mums from her children’s school.
Self-rated hair and beauty know-how: 8/10
Hannah colours her hair 4 or 5 times a year,
choosing salon treatments most of the time
unless she can’t get an appointment in
time for an event.
LINDA HUGHES, 55
OPERATIONS MANAGER
MARRIED MUM OF FOUR
LOCATION: KINGSTON
Linda lives in a three-story house in Surrey with her husband
and eldest son. She spends a lot of time at work where she
manages 30 people, and has to take work home with her at
least once a week.
She has little social media presence, using the internet for
comparing prices and to check in with her two daughters who
are both active Facebook users and have children of their own.
Linda doesn’t wear very much make-up but goes to the same
salon to get her hair cut she has done for three years. She has
experimented with semi-permanent colour, but never
permanent. She shops at Sainsbury’s and compares prices
before making decisions on where to eat and what to buy.
Self-rated hair and beauty know-how: 4/10
Linda would like to cover her greys but
worries about it looking unnatural.

4. Squarelle
TONACITY
Mums say the best
thing about Twitter is
celebrities - 2013
Social Mum report
IMMERSION
DISCOVERY
ADVICE
EXPERIENCE
SHARING
SPLINTERED BECOMES SEAMLESS
Age 45-54 are 25%
more likely than
other groups to
open Direct Mail
Locating
Exploring
Posts from a
friend are 27%
more influential
than posts from
a brand – 2013
Social Mum
report

5. Squarelle
TONACITY
“WITH GOOD HAIR ON THEIR SIDE,
50% OF WOMEN ARE MORE LIKELY TO
POST A PICTURE OF THEMSELVES ON
FACEBOOK” – DOVE, FEBRUARY 2013
Ask followers to post their
favourite hair-dos for showcasing
glistening locks
Tweet your matches from the site
to go in store and get advice
from our colour consultants
#60shadesoftonacity
Competition to win one of ten
multi-tone colouring kits by
pinning the hairstyles that
effortlessly flaunt that multi-tonal
look
AWARENESS INTEREST DESIRE INTENT
ADVOCACY
Watch our demos – our selected
group of testers can then answer
any questions via Twitter, link to
site do discover your shades
Download app to save your
matches for your colour consult
and demo
Natasha McElhone shares
style tips, up dos from
professionals, link to site to
discover your shades
IN DEPTH DIGITAL
Website provides in-depth colour
chart, choose your shades,
download app/print unique shade,
visit store

6. At 43, actress
Natasha
McElhone wants
to get a flawless
natural finish
DISPLAY
Skyscraper and sidekick that roll from blonde
(featured) to brown, red and black with different
models - landing page = colour charts and
applicator tool
One sidekick promoting the colour’s natural finish and ammonia free
formula - landing page = about + natural + celeb promo interview
Frequency cap of two during TV ad campaign, possibly three once
ended. Three in saturated areas, where target market will also
receive direct mail. Utilise 1st party
retargeting – people that have already
visited
Promoted tweets featuring the face of
Tonacity and two homepage takeovers:
ideally Women & Home, ITV catch-up

7. Squarelle
TONACITY
SEARCH
Blonde hair types
Blonde hair ideas
Ash blonde colours
Dirty blonde
Blonde highlights
Blond highlights
Honey blonde hair
Hair salons in London
Hair salons in Leeds
Hair salons in Manchester
Hair salons in Southampton
Hair salons near London
Hairdressers near London
Mobile hairdressers
Change hair colour
Brown hair
Brunette hair colour ideas
Chocolate brunette
Duchess of Cambridge hair
Kate Middleton hair
Brunette hair shades
Brunette hair colours
Light brown hair
Hair dye changing colour
Best hair dye for grey
Hair colourant
Covering roots
Covering greys
Hair dye fading
Toni and Guy prices
Charles Worthington prices
New hair dyes
Hair toner
Highlights hair
Full-head colour
Half-head colour
Hair salon highlights
How to give yourself highlights
Best way to cover greys
Hair colour for greys
Mature hair colour
Grey coverage
£50,000 budget of 2000 impressions
£555 per day, frequency cap of 2 (and
4 in the saturated areas)
Three appropriate landing pages, all
have a call to action – find your colour.

8. Squarelle
TONACITY
PLANNED ROLL OUT
Saturate in areas highlighted in
red during May week 1 to
compute incremental gain from
combination of channels. Test
locations: LONDON,
BIRMINGHAM, LEEDS.
Measure saturation impact by
amount of impressions and visits
to store with tailored colour
range.
Magazines and billboard locations mirror online sites
visited, where our target audience shops and draws
inspiration.

9. Squarelle
TONACITY
REFERENCES
• http://www.fitch.com/think-article/dreaming-exploring-locating-
understanding-the-new-customer-journey/
• http://www.loreal-paris.co.uk/hair-colour.aspx
• http://www.zeromomentoftruth.com/toolbox
• http://www.youtube.com/watch?v=ICOFIVfX2hQ
• http://www.elcompanies.com/Pages/Our-Company.aspx
• http://www.centralmailing.co.uk/blog/direct-mail-statistics-2013/