albert garcia

7/29/2019 albert garcia

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Table of contentsIntroduction:MMG - Who are we? pg. 02

Campaign Scope pg. 03

Executive Summary pg. 04

Situation Analysis:Overview of Birds pg. 05

VERB pg. 06

Peoria Demographics pg. 07

Local Competition pg. 08

Target Audience pg. 10

Main Focus pg. 12

Target Insights pg. 12

Recommendations:Media Vision pg. 13

Objectives - Pulsing pg. 14Continuous: Grooming pg. 15

Flight 1: Pour pg. 17

Flight 2: Lather pg. 18

Flight 3: Rinse pg. 19

Flight 4: Repeat pg. 20

Flight 5: Style pg. 21

Media Measurement pg. 22

Media Menu pg. 24Media Budget pg. 25

Flow Chart pg. 26

Call To Action pg. 27


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Campaign SCope

Campaign ScopeA city centered around music, art, and a dynamic population, Austin was theperfect place to launch the original storefront location of Birds Barbershop. This

past May, a long-time friend of the Birds founders graduated from a small privatecollege in Peoria, Illinois. After much discussion with the Birds founders, she hasdecided to open up a Birds storefront location in a new venue: Peoria, Illinois.The barbershop will host a grand opening on Saturday, March 16, 2013. It willbe located in the Peoria Riverfront Village at 135 SW Water St. Peoria, Illinois,the center of the historic shopping and entertainment district of Peoria. This newstore will closely resemble the original Austin locations, providing the same at-mosphere and services, and carrying the VERB product line.

Opening a new storefront in Peoria is a very tedious task. A number of obstacleswill arise, requiring tactful marketing and media solutions. The founders decidedthat in order to successfully tackle these tasks, an outside media strategy agen-cy would be necessary for assistance. The founders felt more comfortable withan Austin-based agency implementing the funky and eclectic voice they felt thePeoria location needed. Enter: MMG.

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Executive Summaryexecutive SummaryThis media plan presents MMGs fully-integrated media strategy, expanding a Birds Barber-shop branch outside of Austin for the rst time. The big idea for this campaign is to inform Peo-ria about the enhanced modern-style barbershop experience. When recalling their experience,we want Birds target audience to associate culture, music, art, and style with Birds Barbershopand the VERB product line. MMGs plan targets both a male and female audience ranging inages 18-34. This audience includes both college students and young families. The campaignwill run from February 2, 2013 through December 31, 2013. The goals of this campaign are todevelop brand awareness, drive trac to the new storefront location in Peoria, Illinois, increasesales for both Birds and VERB, generate repeat purchases, and build brand preference.

MMG will accomplish these ve goals through the use of a pulsing strategy starting four weeks

before opening. Continuous forms of advertising will take place in the form of online, socialmedia, and monthly brand experiences in order to maximize Birds brand following. Flightingtactics will be used periodically throughout the year. The primary purpose of our out-of-home(bus decals and billboards) is to spread initial awareness of Birds arrival in Peoria. Kicking othe grand opening with an original Birds event, Hair Sculptorades, will immediately bring outBirds bold personality. This will be advertised through eye-catching posters as well as radiospots. We also feel its important to become part of the community by cutting into Peorias an-nual events such as the Peoria Indoor Triathlon, Peoria Jaycees International Beer Festival,back to school activities, and the Yule Like Peoria Walk About.

From the initial goal of awareness starting four weeks prior to opening to the very last day ofinstalling brand preference, MMG is dedicated to formulating and following through this entireplan with success. By implementing this campaign, MMG believes that not only will Birds Bar-

bershop come to play in Peoria, but it will win.

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Situation Analysis

Overview of BirdsIn 2006, Jayson Rapaport and Michael Portman used their love for music andanity for style to give birth to Birds Barbershop in Austin. These two bestfriends from Laredo, Texas have transformed the way people get their lockschopped. In the beginning, Rapaport and Portman knew two things; they want-

ed to be successful and they didnt want to have a boss.[1] The duo decided onopening a barbershop. Their ambition and passion for customer satisfaction ledBirds to become a huge part of the Austin culture.

Austin families choose Birds Barbershop over others because it caters to malesand females of all ages. The Birds environment consists of the traditional warmand welcoming vibe of your neighborhood barbershop, but with a splash of rockand roll. Additionally, Birds oers magazines for their punctual clients, arcadegames for their playful clients, and a complimentary cold one for their of-ageclients. To be of the highest convenience, Birds accepts both appointments andwalk-ins. No need to pull your hair out, Birds prices wont burn a hole into yourpocket. The prices range from $19 for a mens cut to $39 for a womens cut. That

$39 for a womens cut includes a nice shampoo and blow dry. [2] Both mens and

womens cuts include a beer or glass of wine. Birds manages to stay close tothe preferred price range of both men and women consumers.

AwardsBirds success has been repeatedly acknowledged in Austin by winning TheAustin Chronicle Readers Poll for Best Barbershop from 2006-2011 and Best

Haircut for both adults and kids from 2007-2011.[3]

1 - Jayson Rapaport and Michael Portman, The Entrepreneurial Spirit: Birds Barbershop, http://re-sponsibility-project.libertymutual.com/lms/the-entrepreneurial-spirit-birds-barbershop (Oct. 10, 2012).2 - Birds Barbershop, Cuts and Color, http://www.birdsbarbershop.com/cutsandcolor.html (Nov. 12012).3 - Best of Austin, The Austin Chronicle, Nov. 1, 2012 (http://www.austinchronicle.com/gyrobase/Awards/BestOfAustin/?SearchTerms=birds+barbershop&Year=&Poll=&BOACategory=&Sort=Year%2CAwardTitle&Display=Long&Search=1).

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Situation Analysis

VERBBirds oers the unique product line, VERB.Each and every VERB product, from shampooto styling cream, is only $12. These modestlypriced products allow the consumer the oppor-tunity to replicate Birds essence from the com-fort of their home.

The unisex hair product is natural, gluten-free,and approved for all hair types. With the currenttrend of gluten-free, the product also speaks tothose who are against chemically enhanced hair products, giving VERB a legup on competitors whose products are unnatural. In line with the Austin commu-nity, VERB uniquely promotes the green lifestyle.

The gender-neutral design of the VERB packaginghelps their product line stand out from other competi-

tors on the shelf. Most hair products are specicallytargeted towards men or women, but rarely both. Byproviding a unisex product, sales will increase. How-ever, men are less likely to purchase styling products

from a salon.[4]To counteract this, stylists should en-courage VERB purchases by showing men how to cre-ate a daily look.

4 - Salon Services, Mintel, Oct. 28, 2012, (http://academic.mintel.com/display/627387/?highlight=ture).

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5 - "Peoria-Bloomington, IL," Nielsen, https://courses.utexas.edu/bbcswebdav/pid-4697573-dt-content-rid-21634936_1/courses/2012_fall_05725_ADV_345J/Peoria Market Prole.pdf (Oct. 12, 2012).

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Situation AnalysisWhere are we going?Birds is coming to play in Peoria, one of the major markets in Illinois. The Peoria-Bloom-ington market is home to 497,300 people. The majority of the households in this area havean income between $50,000 and $74,999.[5] Peorias diverse demographics have led it to beknown as one of the most American cities in the U.S.[6]

Looking to PeoriaBirds will be located at 135 SW Water Street. The shop is 3.1 miles away from Bradley Univer-sity and less than a mile from The University of Illinois College of Medicine. These are just twoof the nine universities in Peoria. College students will be a focal point in Peoria, making thebusinesss convenient location a strength. SW Water Street runs parallel to the edge of PeoriaLake, a main attraction for local Peorians. Because of its location, Birds will have an ideal spotfor promotion and local events occurring on the waterfront. I-74, a major highway route in theregion, is less than a mile away, giving Birds the opportunity to target travelers and local city

dwellers.

Direct CompetitorsThe local Peorian competitors are an imme-diate concern of MMG. There are nine hairsalon competitors within a three mile radiusof the Birds storefront. However, these

locations lack the online presence that Birdswill have. MMG intends Birds to be activeon social media, Yelp, and through its ownPeoria-specic website. Based on second-ary research, women rely heavily on the

internet for hair stylist reviews.[7] Out of thenine competitors, only SmartStyle and GreatClips have a website with the hours of op-eration. The only competitors within the three mile radius with online reviews include TooleysBarber Shop, Great Clips, Hair Cuttery, and CJs Hair Studio. This provides Birds with a greatcompetitive advantage. Birds diers from the surrounding salons in the sense that Birds

provides a unique customer experience. Developing a user-friendly website that reectsthe artistic, fun side of Birds, paired with positive Yelp reviews will drive trac to the shop. Itis crucial that Birds Barbershop is seen as not only a place to get a fair-priced haircut, but abrand that is intertwined with the local music, art, and fashion of Peoria.

5 - Peoria-Bloomington, IL, Nielsen, https://courses.utexas.edu/bbcswebdav/pid-4697573-dt-content-rid-21634936_1/cours-es/2012_fall_05725_ADV_345J/Peoria Market Prole.pdf (Oct. 12, 2012).6 - Peoria Area Convention and Visitors Bureau, Will it Play in Peoria?, http://www.peoria.org/about-us/history/playin-peoria (Oct. 15, 2012).7 - Amanda MacArthur, Survey Results: How Men Choose Their Barbers and Stylists, The Swipely Works Blog, http://blog.swipely.com/marketing/survey-results-how-men-choose-their-barbers-and-stylists (Oct. 28 2012).

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Situation Analysis

Indirect Competitors:ULTAULTA Beauty, which is 5.7 miles from the Peorian Birds location, is an indirect competitorfor Birds. ULTA has recently begun selling all VERB products. ULTA is carrying VERB prod-ucts at $12, the same price oered at Birds, which could create a problem for Birds sales of

VERB.[8] In addition to the price threat, ULTA oers a wide variety of beauty products andservices and is a national, well-known brand. Because of this, they are likely to have morecustomers than Birds Barbershop. This could potentially cause Birds to lose market share.

DermOrganicDermOrganic is a gluten-free and organic hair product line, similar to VERB. DermOrganicposes as a threat because it has a larger product line and is more widely distributed thanVERB, both in stores and online. However, compared to VERBs shampoo, DermOrganic is

$4 more expensive.[9] This could play to VERBs advantage.

RedkenRedken, a salon quality hair product brand, also acts as a threat to VERB. Although it is notgluten free, it is widely known across the country and distributed at many grocery stores andsalons. For those who nd no relevancy in natural products, Redken may seem like a more

appropriate option due to the high awareness of the brand name. When comparing VERBand Redken shampoo, Redkens [10].1 oz shampoo is $14.50, while VERBs 12 oz shampoois $12.00.10 This gives VERB a chance to steal from the competition because it oers largersizes at lower costs.

8 - ULTA, VERB Products, http://search.ulta.com/search?p=Q&userid=Guest&w=verb+products (Oct. 12, 2012).9 - ULTA, Dermorganic Daily Conditioning Shampoo Sulfate-Free, http://www.ulta.com/ulta/browse/pro-ductDetail.jsp?skuId=2248918 (Oct. 12, 2012).10 - ULTA, Redken Real Control Shampoo, http://www.ulta.com/ulta/browse/productDetail.

jsp?skuId=2163678, (Oct. 12, 2012).

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Situation Analysis

Target AudienceOf the 497,300 total people in the Peoria-Bloomington area, 158,300 is where MMG is direct-ing focus. This portion includes males and females ages 18-34. Birds Barbershop caters to awide variety of individuals and personalities. Upon entering any of their establishments, onecan easily see that Birds caters to the soon-to-be rock stars. However, their decoration doesntsay everything about their audience. Birds pricing allows them to target and reach a plethoraof dierent people. Lets now take a moment to examine them.

Jim (22, M)Jim is currently a ne arts student at his local university. Jim lives and breathes music when -

ever he gets a break from his hectic school schedule. Growing up in a band, Jim has lived thelife of a rock star giving him a modern and alternative-style edge. College student Jim is alsobudget-oriented and thus chooses a barbershop that ts his personality and his wallet.

So why Jim?Jim knows that in order to play hard he needs to look good. Birds caters to his lifestyle and hisbudget. At $19 for a male haircut, Birds is his best bet. Birds will always provide him with greatmusic to listen to, stylists with similar interests, and most importantly a nice cold brew.

Erin (19, F)Erin stays ahead of the curve. Shes online, reads blogs, buys everything you havent evenheard of yet, but most importantly loves to be unique. Through her clothes and hairstyle, Erinexudes an eccentric vibe. She shops in small stores and chooses to support local businesses.

So why Erin?While the term barbershop might scare women away, Birds has an amazing pool of talentwaiting for not only men, but also women, once you step inside the doors. The friendly websiteand reviews will draw in a female audience, but the great cuts and fun atmosphere will keepthem coming back. The Ladybird (a haircut tailored specically to women) and the VERB prod-uct line are perfect examples of how Birds caters to women.

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Situation Analysis

Target Audience continuedMike Scott (30, M)Mike is the owner of his own local paper business. He likes to bike in his free time and enjoyshigh intensity sports. Mike is single and dresses to impress. Because of his exible schedule,he gets to go out and enjoy life whenever he sees t.

So why Scott?Since Mike is image-oriented, he values his hair product rituals and his intuitive stylist at Birds.

You dont have to be in your 20s to look good. Every man deserves the luxury of a shave, trimand shampoo and Birds has you covered. Plus, who wouldnt want to end the work day with anice cold beer?

Pam (34, F)Married with two boys and one little girl, Pam needs a place where she can get a professionalcut for herself, and simple, fast trims for her children. She values personable sta and loves toconverse and unwind after a long day at work. Pam is the manager of the hospitality depart-ment at the Embassy Suites located across the Bob Michel Bridge, approximately 1.3 milesfrom Birds Barbershop.

So Why Pam?Pam has a busy lifestyle managing her three children and a demanding job. She needs tohave a modern, sassy cut every 6 months to keep her looking sharp. Being a local socialite,Pam loves to converse about her daily adventures. This is where Birds comes into play. BirdsBarbershop hosts a Ladies Night with chocolate and wine encouraging women to get hair-

cuts together on a regular schedule and order the Ladybird o the menu. [11]

11 - Miki Markovich, Outside the Box Marketing Ideas for Hair Salons, Small Business- HoustonChronicle, Oct. 10, 2012, (http://smallbusiness.chron.com/outside-box-marketing-ideas-hair-

salons-23568.html).

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Situation Analysis

Main FocusWhile there are a wide variety of people Birds can target, MMGs main focus is to attract ages18 to 34. Together, both women and men ages 18 to 34 account for 32% of the total adult

population.[5] Although currently the Birds location in Austin attracts mostly men, 30% of

Birds revenue stems from women, so reaching women will be a major priority.[7]

Target InsightsAccording to Mintels report on Salon Services, men typically pay $18.47 and women typi-

cally pay $27.03 for haircuts.[5] Majority of men get their haircut more frequently than women.

Haircut Frequency Depending on Gender TableOnce a month Once every 6 weeks Once every 3 month Once a year

Male 31% 16% 15% 9%Female 11% 23% 19% 22%

The distribution frequency of haircuts for women is fairly even throughout the year, whereasmen generally get haircuts once a month. This may provide reason for Birds to encourage pe-riodical, scheduled opportunities in addition to monthly conversations to draw both genders tothe shop.

Threats: Competition oers lower prices Ulta now selling VERB products Average household income lower in Peoria

than in Austin

Weaknesses: Barbershop title has male connotation Priced higher than preferred average New to the Peoria market

Opportunities: Digital buzz User-friendly website Promotional events in the area Experiential Marketing

Strengths: Modern, music-oriented atmosphere Location on the water/near major roads Reasonable pricing VERB Unisex hair products Complimentary drinks

5 - Peoria-Bloomington, IL, Nielsen, https://courses.utexas.edu/bbcswebdav/pid-4697573-dt-content-rid-21634936_1/courses/2012_fall_05725_ADV_345J/Peoria Market Prole.pdf (Oct. 12, 2012)7 - Amanda MacArthur, Survey Results: How Men Choose Their Barbers and Stylists, The Swipely WorksBlog, http://blog.swipely.com/marketing/survey-results-how-men-choose-their-barbers-and-stylists (Oct. 282012).

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Recommendations

Media Vision-A Bold NEW LOOK-

Integrating art, style, music, leisure, and community in a hip way is Birds specialty. Exploringtheir unconventional characteristics is simple, just stroll in the door and enjoy all that Birds

has to oer. Birds presents a unique, fun, and communal sanctuary that provides refuge fromthe stress of ones daily life. So let your hair down, take a spin in the barber chair, and let the

pampering commence.

Cut and StyleA great haircut and bold lookis more than just a surfacechange, it gives condenceand brings out the best. Birds ismore than just a stop-and-chopbarbershop, its a place for dis-covering who you are, a placefor laughs, and its a destination

for change.

Just a TrimSometimes we just need a littletrim o the edges to keep us intip-top shape. Jamming out tosolid music, conversing over acomplimentary beer or glass of

wine[12], and getting to unwindat the end of the day really res-

cues Birds customers.

Chirp AwayMore than a focus on hair, Birdsoers a place for conversa-tion. The hair stylists and atmo-sphere of Birds are a phenom-enal outlet for those who preferto chirp about what is happen-ing in their lives. Face-to-facechit chat isnt the only way Birds

talks; their online presence is atthe heart of the social agenda.

12 - Patrick Sauer, A Free Beer With Every Haircut, Inc. Magazine, Oct. 10, 2012, (http://www.inc.com/ss/free-beer-with-every-haircut).

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Objectives - PulsingObjectives:Birds Barbershop needs to create a name for itself in the well-established market of the Peoria.Informing, incentivizing, and inspiring the target audience are all key components to considerwhen aiming to achieve the goal of brand preference in this new location. There are sevenspecic requirements to meet, both in marketing and in advertising, and MMG has developedobjectives to accomplish these goals. MMG has constructed a pulsing-patterned media planinvolving one continuous method and ve periodical ights each aiding to achieve the specictarget goals.

GOALS:

Marketing: Minimum of 20 cuts/styles per weekday and 35 cuts/styles per weekend day within therst month of operations

To sustain a regular average trac count of 30 cuts/styles per weekday and 45 cuts/styles per weekend day throughout the rst year of operations

To achieve an average $4,500 in monthly sales of VERB product To develop an client database of 1,500 consumers in a core group by the end of 2013

Advertising To achieve a 75% awareness of the Birds name, and a 50% knowledge of the new Birds

location among the target selected To achieve a 50% awareness and 35% preference of the VERB product among the targetselected

To successfully support two major trac-building events, establishing one of these eventsas a long-term tool for future Birds campaigns

Patterns for Achievement:Continuous:1) Grooming: Consistent Conversations

Flights:1) Pour: Build Brand Awareness2) Lather: Drive Trac3) Rinse: Increase Sales4) Repeat: Build Brand Preference5) Style: Nurturing Brand Image within the Community

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Media Objective:Having consistent communication is essential to maintaining the Birds community. TheGROOMING objective focuses on keeping a steady awareness in our new market. MMGrecommends that Birds has a heavy online presence and monthly brand building experienceto ensure reliable consumer relationships.

Online:adwords:Because many people searching for a decent hair salon look to online resources [7], MMGrecommends that Birds has a substantial presence on the internet through search enginemarketing. From February 2, 2013 to December 31, 2013, 16 paid-for words will be linked to

the Peoria-tailored Birds Barbershop website, social media platforms, and Yelp reviews.

Website:The current Birds website for the Austin storefronts is somewhat confusing for users. MMGwill redesign the website to be similar to the Austin locations feel, but will be more user-friendly and will surface in every conversation promoted by Birds in Peoria. In addition toinformation already on the Austin-based site, the Peoria-tailored site will include stylist bios ofthe available stylists at the new location, a compatibility-quiz page, and the appropriate con-tact information and directions for the new location. Not only will this new website be moreuser-friendly and feature information tailored specically to Peoria, it will also be available on

mobile devices such as smart phones and tablets.Quiz Stylist matchup:n order to build a personal relationship with its consumers, MMG will create an optional quizthat will aid in the pairing of the perfect product and stylist for each customer before theygo to the shop. According to primary research, many women have diculty when nding aknowledgeable stylist that understands their specic hair-type needs. This quiz will be locat-ed on the website to help generate trac to the site and to give consumers condence aboutwhat they will get out of their Birds Barbershop experience. The quiz will be live and running

when the new website airs on February 2, 2013.

social network integrationSince a vast majority of people are now on social networking sites, MMG recommends thatBirds have a strong social networking presence both on Facebook and Twitter.[13] Postsabout upcoming events and promotional deals will be advertised through these vehicles.These accounts will provide a platform where the Peorian-community can interact with Birdsonline.

Continuous: Grooming

7 - Amanda MacArthur, Survey Results: How Men Choose Their Barbers and Stylists, The SwipelyWorks Blog, http://blog.swipely.com/marketing/survey-results-how-men-choose-their-barbers-and-stylists (Oct. 28 2012).13 - Shea Bennett, 10 Amazing Social Media Statistics, MediaBistroWeb, Oct. 10, 2012, (http://www.mediabistro.com/alltwitter/amazing-social-media-stats_b29487).

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Online continued:Spotify PlaylistIn order to help build brand preference, MMG will create a Spotify Playlist specically as-sembled with music that exudes the Birds essence. The use of personalized music will buildon Birds music-oriented roots. The station will be played in the shop and promoted on socialnetworking sites and the Birds website. Clients are encouraged to suggest song favorites sothe playlist will continue to evolve and draw in more listeners as well as potential customers.Audience members will be able to subscribe to this playlist, building brand preference.

Event PromotionMonthly Local Concert / art EXHIBIT

Just like the Austin-based location, MMG wants to emphasize the music and art-centeredsoul of Birds personality in the Peoria location. On the last Thursday of each month from thegrand opening in March to December 2013, Birds will host a concert and art show with localvolunteer artists.

Available artists will be graciously asked by MMG to display their artwork along the wallsand play their music at Birds from 6pm-10pm. Business within the shop will resume as usualthroughout the concert and art show. This tactic will show how Birds personality is intertwinedwith the surrounding culture.

Advertising for these monthly events will take place during the 2 weeks prior to each concert

and art show through promotional posters strategically placed in popular areas in downtownPeoria. MMG also hopes for online buzz about these events from the local artists and attend-ees to help spread the word.

PRODUCT SALESModeling after the Austin-based Birds who oers a complimentary Shiner Beer for every hair-cut, color, or style, the Peoria-based Birds will instead oer Pabst Blue Ribbon Beer (PBR).This is to tailor to local tastes and trends. Shiner, a predominantly Texan beer, relates to theAustin-location culture. PBR is the Shiner of the midwest. Using this as the complimentary

drink for customers will aid the new store in connecting with its surrounding culture.

The stylist with the highest VERB product sales throughout the month will win a free case ofPBR beer at the end of each month. This will incentivize Birds employees to help push theproducts to our consumers.

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Media Objective:Awareness is key. The POUR objective is to literally pour out the word to our target audiencethat Birds is coming to town. Through various media vehicles, our goal is to educate the con-sumers about the Grand Opening of the new storefront location and also about the productsand unique services that Birds has to oer. High levels of attention-grabbing methods for reachand frequency will be used to promote the company and the opening date.

BUs ADvertising:The bus vinyl ads will feature aBirds Barbershop logo lining the

length of the busses sides aswell as hairstyle cut out decalsthat will be placed on the win-dows to make it appear that theperson sitting in that seat has thatparticular hairstyle. This creativeinstallation will garner the atten-tion of anyone looking at the busas well as bus riders. To increasethe eectiveness and reach ofthis method, three bus routes that run through the highest population density areas in Peoria

were selected for our ads.

BILLBOARDs:This out-of-home method will spark the interest ofcommuters driving along Interstate 74, a major high-way that is close to the new Birds location. MMG in-tends that the digital new sign will direct people to thewebsite.

Employee Training:MMGs goal for VERB sales will be inuenced by the sales abilities of the stylists working inthe store. In order to maximize sales potential, MMG will pay the employees for two hour-longtraining sessions. The rst session will consist of the shop manager debriengthe stylists about VERB products, ingredients, and benets. During the secondsession, employees will practice their knowledge on each other and their salestechniques. This will occur the Monday and Tuesday night before the grandopening.

Flight one: Pour17


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Media Objective:Bubbling up buzz in the beginning is essential. The LATHER objective focuses on drivingtrac to the storefront and online after the word is out. At this stage, Birds wants to grow a funand trustworthy brand image in the minds of our target audience. Hosting exciting and inter-active events at the Grand Opening and incentivizing online reviews will help create a posi-tive rst impression of Birds.

Grand Opening - HAIR SCULPTERADES:Birds Barbershop will host an all-day in-house grand openingevent - Hair Sculptorades. This whimsical event that allowseveryone to get directly involved with the Birds Barbershop

brand. From college students to bald dads and their kids, HairSculptorades oers a platform for consumers to become theheroes of the moment while bringing the fun, artistic, creative,corky side of Birds to life. Participants work in teams to sculptand create wild hairstyles using only shaving cream. The win-ners of the contest will receive a free signature Birds haircutand a VERB gift basket. All participants will receive a $1.00 ocoupon on their rst haircut.

Radio:With music at the heart of Birds, MMG decided radio advertising for the introductory period

would be most relevant. For two weeks before the Grand Opening, 60 second radio spots willrun three times a day for ve days a week. Two spots will air during the PM daypart and onespot will air on the AM daypart. The spots will run on 3 dierent FM radio stations: WZPW92.3 (genre: rhythmic Top 40), WIXO 105.7 (genre: rock/album-oriented rock), and WGLO95.5 (genre: classic rock).

Posters:250 posters will be printed and placed strategically at bars, high schools, the 9 college cam-puses, and around the boardwalk to promote Hair Sculptorades.

Yelp Reviews:

Research shows that majority of women look to internet reviews for hair salons, stylists, andproduct recommendations.[7] To help lather up buzz online and increase the amount of hair-cuts and colorings per week, Birds will advertise on their social media platforms a discountpromotion. Each person who leaves a Yelp Review about their experience at Birds fromMarch 16, 2013 - April 16, 2013 will receive 10% o their next haircut or color redeemablewith a photo ID validating their Yelp identity through December 31, 2013.

Flight two: lather

7 - Amanda MacArthur, Survey Results: How Men Choose Their Barbers and Stylists, The SwipelyWorks Blog, http://blog.swipely.com/marketing/survey-results-how-men-choose-their-barbers-and-stylists (Oct. 28 2012).

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Media Objective:A business thrives not only from the products and services they provide, but also from theirrela- tionship with their host community. The RINSE objective focuses on the positive correla-tion between social involvement and economic performance. MMG hopes to achieve the goalof reaching members of the community through creative handouts at local popular events.

Peoria Indoor TriathlonAs a place that not only does your do, Birds Barbershop isa host for community culture. MMG sees great opportunityin reaching out to the community at the local events such as

the Peoria Indoor Triathlon. The Sixth Annual Peoria IndoorTriathlon takes place at the Riverplex, two minutes awayfrom the storefront, in late March. Hired Birdies will handout branded swim caps and water bottles to supporters andathletes at the event. The swim caps not only relate to haircare, but also represent a relationship where Birds is show-ing their eorts to reach out to the Peorian community.

Peoria Jaycees International Beer FestivalBirds and Peoria share many things in common, but one thing forsure: beer. The Peoria Jaycees 20th Annual Beer Festival is a popu-lar community event that thrives with commotion on April 20th and21st. Birds Buzz Stop will make a star appearance by setting up atthe festival and oering free haircuts to the rst 6 lucky volunteerswho want to Get Buzzed inside our mobile haircutting studio. Wewill have the employees hand out koozies with the Birds Barber-shop logo and featuring the text, Get Buzzed on one side, andon the other side the PBR logo. PBR will sponsor the koozies. Thekoozies will be distributed to those passing by our Buzz Stop truck

at the festival.

Flight THREE: RINSE19


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Media Objective:The REPEAT objective focuses on generating repeat purchases and evoking curiositywithin our target audience. By using the try-and-buy technique of strategically placed VERBsamples, MMG hopes to see an increase of return on investment. MMG also hopes that themobile Buzz Stop will excite college students in the area by providing free haircuts. After thisopportunity has been presented, the familiarity and bazaar methods of creating brand aware-ness will create top of mind awareness the next time Peorians need a haircut.

BIRDS Back to school blow out:Students moving into their rst dorm is a day that

they will remember for the rest of their life and Birdswants to be a part of it. Samples of the VERB prod-uct printed with a welcoming tagline and link to theBirds website will be placed in the bathrooms of stu-dent housing near Bradley University, Illinois CentralCollege, and Robert Morris University. The objectiveis to familiarize students with the VERB product lineand draw people to the Birds website.

BUZZ STOP:The Buzz stop is back, except this timestudents must hunt for clues online in orderto track the location of the truck. The rstthree people to nd the truck will receive afree haircut. VERB samples as well as $3o coupons that are redeemable throughDecember 31st will be given to additionalparticipants.

Flight FOUR: REPEAT20


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Media Objective:Positive brand image and preference is vital to the success of a brand like Birds. The STYLEobjective focuses on creating a memorable image of Birds in its nal ight. MMG recommendsthat Birds have an interactive presence during the nal quarter that re-emphasizes Birdseclectic and caring relationship with the Peorian community.

Yule Like Peoria Walk About-Birds PhotoboothIn Birds nal ight we will feature a photo booth at Peo-

rias Yule Like Walk About annual event. The Rock andRoll Christmas themed booth will contain various propssuch as colorful wigs, winter hats, balloon instruments,and I love Birds signs that people can utilize whentaking a picture. Instant printouts with the Birds logo inthe bottom right corner will be provided to the partic- i-pants immediately after the paid employee snaps theshot. The idea isnt just to give people a picture, but tocreate a lasting memory of the experience they sharedwith Birds.

Flight FIVE: Style21


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Media MeasurementOnlineAdWordsThe results of Birds 16 words used in search engine marketing will be measured throughGoogle AdWords.

Facebook & Banner AdsFacebook ads will be measured through Facebook Analytics Tools. Banner Ads (includingthe ads on Yelp and the ads on www.centralillinoisproud.com) will be measured through theresults and analytics reported back from the websites they were placed on.

WebsiteBirds Barbershops Peorian website will bemeasured through Google Analytics.

Social MediaSocial Media will be measured on Facebook bythe number of likes and the Facebook Analyt-ics Tools. Twitter will be measured by retweets,replies, follows, and favorites.

Stylist and Product Match Up QuizBecause the quiz will be on the Birds website,Google Analytics will again be used as theform of measurement.

Spotify PlaylistThe Birds Barbershop Spotify Playlist will be measured by the amount of subscribers.

Event PromotionLocal Concert/Art ExhibitionThe monthly in-house concert and art exhibition will be measured by attendance outcome ateach event.

Product SalesMonthly Employee Incentivization (VERB Sales)The monthly employee incentivization will be measured by the amount of VERB productsales per employee.

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Media MeasurementFlight 1: Pour

Bus AdsBus ads will be measured by the amount of people (EOI) in transit on the 3 bus routes.

BillboardsBillboards will be measured by EOI provided by Adams Outdoor, the purchasing company.

Employee Training (VERB Briefing and Sales Training)The eectiveness of the employee training session will be measured through the amount of VERBproducts sold by the employees directly.

Flight 2: LatherGrand Opening Hair SculptoradesHair Sculptorades will be measured by the attendance at the event and also coupon redemption.

Yelp Review 10% DiscountYelp Review 10% Discount will be measured in two ways. The rst is how many Peoria BirdsBarbershop Facebook page likes and Peoria Twitter followers we have during the promotion. Thesecond is the amount of discounts redeemed and Yelp Reviews about Birds from 3/16/13-4/16/13.

Flight 3: RinsePeoria Indoor TriathlonThe Peoria Indoor Triathlon will be measured through the circulation of branded swim caps andwater bottles. Based on the the 96 water bottles and 75 caps to be handed out and assuming that

75 people will take both a cap and a water bottle, our impressions will be estimated on the 96water bottles.

Peoria Jaycees International Beer Festival + Koozies/Buzz StopThe Beer Festival will be measured through the number of people attending the beerfest includingthe people working the event for the time period that the Buzz Stop will be there. We estimate thatof our eligible target audience, 7% will be working the events, 7.9% from out of town (because thisis an international event), and 85.075% will be residents of Peoria.

Flight 4: RepeatBack To School Blowout (VERB Care Packages)

The Back to School Blowout will be measured by the amount of VERB Care Packages handed outat various colleges.

Buzz StopThe Buzz Stop will be measured by the amount of VERB samples handed out and the participantsin the free haircut opportunity.

Flight 5: StyleYule Like Peoria Walkabout PhotoboothThe Yule Like Peoria Walkabout Photobooth will be measured by the amount ofphotos taken.

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Media MenuRadio

Day Part Cost (CPP)

AM 28

DAY 28

PM 32

Evening 12

TVEarly AM 223

284

Early Fringe 335

Early News 340

Prime Access 357

Prime 587

Late News 415

Late Fringe 262

OOH Size Cost/Month Avgerage EOIBillboards Adam's Outdoor-Poster 12' x 25' 900$ 36,993

14' x 48' 3,200$ 73,484

Adam's Outdoor- Digital 14' x 48' 4,350$ 1,000,000

Cost/Month/Bus

Bus Full-Vinyl Wrap, Painted or Decals on Buses 900$ 4,100

Complete One-Side Wrap, Painted or Decals on Buses 570$ 4,100

Cost/Month/Sign

King-Sized Exterior Sign - Drivers Side of Bus 30" x 144" 180$ 4,100

Large Tail Exterior Sign - Rear of Bus 21" x 72" 150$ 4,100

Curb-Size Exterior Sign - Passengers Side of Bus 27 3/8" x 5 90$ 4,100

Interior Signage - (20 sign minimum) 11" x 28" 7$ 2,050

Posters 1,900$ 79,150

Consumer Cost Frequency Cost/Col. In. Full Page Cost

Free Weekly 13246 9$ 1,166$Canton Daily Ledger M-Sat. 4000 12$ 1,587$

Catholic Post Weekly 21398 15$ 1,230$

Daily Leader T-Sat. 3150 12$ 1,531$

Illinois Valley Peach 17 Times/Year 9950 5$ 376$

The Journal Star/The Register-Mail Group Free S-F 64078 100$ 12,327$

Pekin Daily Times M-Sat. 7956 22$ 2,793$

South Fulton Argus Weekly 1947 4$ 280$

Times Newspapers Free Weekly 28210 74$ N/A

Woodford County Journal Weekly 2558 10$ 1,275$

Newspapers

WEB

We bsi te CPM Mon th ly I mp s

Facebook.com 0.06$ 58,300

PowerPeoria.com 0.50$ 4,530

955GLO.com 0.50$ 4,5301057TheXRocks.com 0.50$ 3,006

Yelp.com/Peoria 0.65$ 100,000

Peoria.com 0.06$ 22,251

Peoria.org 0.06$ 22,251

Centra lI ll inoisProud.com 0.06$ 63,351

GuerrillaEvent Cost Number of Imps.

Product hand outs

Samples 3,750$ 5,000

7,350$ 1,000

Buzz Stop Bus including dcor/design 8,320$ 4,100/month

Peoria Beer FestKoozies 1,115$ 500

Peoria Indoor Triathalon

Swimming Caps 218$ 75

120$ 96

Booth 40$

Yul e Li ke Pe ori a Hol iday Ph oto Bo oth Sce ne and Acce sso ri es 600$

SEM Google AdWordsDai ly Cl icks Dai ly Impress ions CTR AVG. CPC

Hair style 9.13 156 5.80% $0.33Birds 5.14 72 7% $0.19

Hair care products 2.67 41 6.40% $0.36

Verbs 0.12 1 9.30% $0.08

Gluten free 17.01 276 6.10% $0.20

Professional hair care 0.01 1 0.90% $0.23

Frizzy 0.31 5 5.50% $0.28

Bad hair day 0.24 5 4.70% $0.21

Split ends 0.1 1 5.20% $0.26

0.07 1 5.20% $0.24

Hair frizz 0.29 6 4.50% $0.47

Styling cream 0 0 0.60% $0.62

Peoria salon 0.04 0 9.60% $0.13

Salon Peoria 0.03 0 4.30% $0.10

Hair styling cream 0.01 0 3.60% $0.18

Birds barbershop 0.18 1 14.90% $0.06

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Media Budget25

Flight 4: REPEAT

Birds Back to School Blowout

10,000 VERB Samples $7,350.00

$8.25/hr/intern/8hrs/2 interns/college/9 colleges $1,663.20

Buzz Stop

Gas $240.00

5,000 VERB Samples $3,750.00

Social Networking $1,000.00

4 Employees/$9/hr/4hrs/2days/4wks $1,152.00

$3/3 people/college/9 colleges $81.00

Total Flight 4: $19,583.44

Flight 5: Style

Christmas Backdrop and Stand $220.00

Rock'N'Roll Santa $10/hr/3hrs $30.00

2 Tech Savvy Employees $10/hr/3hrs $60.00

PictBridge Compatible Digital Camera $100.00

Inkjet Printer $80.00

500 Photo Paper $90.00

Wigs/Balloon Instruments/Christmas Dress-Up W ear $100.00

Total Flight 5: $680.00

Contingency $2,241.00

TOTAL BUDGET EXPENDITURES: $75,000.00

Continuous: GROOMING

Online

AdWords $3,000.00

Facebook Ads $9,666.80

Yelp Ads $9,009.00

Web Banner Ads $3,801.06

Website Design $1,000.00

Stylist Quiz Programming $1,000.00

Social Media Management $2,000.00

Spotify Playlist $0.00

Promotional Events: Monthly Concert/Art Show

Graphic Designer/10 posters $1,150.00

100 Posters/month/10 months $944.00

Total Continuous: $31,570.86

Flight 1: POUR

Bus Ads $4,680.00

Billboards $4,350.00

Employee Training $115.50


Flight 2: LATHER

Hair Sculptorades

Shaving Cream $413.82

Graphic Designer & Posters $177.10

Workforce $82.50

Radio $8,694.41

Free Haircut $10.00

$1 Attendees $100.00

Yelp Review 10% Discount

16-17 people with $2.40 off $40.00


Flight 3: RINSE

Peoria Indoor Triathlon

2 Handout Employees for 5 hours $94.00

96 Custom Water Bottles $120.00

75 Custom Latex Caps $217.50

Peoria Beerfest

12 Haircuts $120.00

500 Custom Koozies $1,115.00

4 Employees at $9/hr/11hrs $396.00

Custom Sign $65.00

Buzz Stop Truck maintenance + gas $80.00

Buzz Stop Truck Engineering $8,000.00



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Flow Chart26

Date

Onlin

e

Radio

OOH

SEM/Inte

ractive

SocialM

edia

Guerilla

Triathalon

Beerfest

Poste

rs

Back

toSch

oolB

lowout

Buzz

Stop

Photoboo

th

InHouse

Promotion

HairS

culptorad

es

LocalCo

ncert/A

rtSh

ow

TotalImp

ressions

F eb ruary 24

3

10

17

24

31

7

14

21

28

5

12

19

26

2

9

16

23

30

7

14

21

28

4

11

18

25

1

8

15

22

29

6

13

20

27

3

10

17

24

1

8

15

22

29

Impressions 23 9814 7355 36 10123 00 194138 14000 96 20000 286000 10000 5521 15000 120 500 2533024

September

October

November

December

March

April

May

June

July

August


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Call To Action

So lets cut to the chase.As a media agency, MMG takes pride on being ahead of the game. The team is diligent abouteciently utilizing the available resources to best cultivate the surrounding personality of theprojected location. While simultaneously fostering the local culture into the media plan, MMGunderstands the importance of knowing Birds and VERB inside and out in order to properlyexecute and achieve our goals. As a partner and a friend, we implore you to be a part of MMGscore that is centered around developing strong relationships with consumers through brandbuilding experiences. Allow MMG to take the weight o your shoulders and sign the line belowfor a successful endeavor.

Sign Here: x_________________

27

albert garcia

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