MEDIA PLANby STRIPED ELEPHANT

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Title Page

Table of Contents

Meet Striped Elephant

Statement of Campaign Scope

Executive Summary

Situation Synopsis

Situation Analysis

> Brand Profile

> Geographic Profile

> Target Profile

> Competitive Profile

> SWOT

Media Vision

Objectives & Recommendations

Media Menu

Media Mix

> New Bird on the Block

> Rockin’ Robin

> Birds Stay North for the Winter

Media Budget

Flowchart

Call to Action

TABLE OF CONTENTS

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MEET THE TEAM

Michelle is a Public Relations major from Dallas, Texas. She loves cooking, puppies, & reading. Random fact: she was named after Michelle from the 90s hit show Full House.

Adriane is an Advertising major from Missouri City, Texas. She loves graphic design and is interested in art direction.Random fact: her favorite color changes frequently.

Michelle Reid

Ramiz Khan

Michelle Nguyen

Hannah Goetz Britni Ho

Victoria Segler

Hannah is a Public Relations major from Houston, Texas. She loves playing soccer and is interested in event planning and design. Random fact: her name is a palindrome.

Victoria is an Advertising major from Houston, Texas. She loves reciting Will Ferrell quotes from Talladega Nights and thinks she is married to Peyton Manning. Random fact: she eats 2 Chipotle burritos in one sitting.

Ramiz is Public Relations major from Dallas, Texas. He is interested in working at a firm after graduation and enjoys playing basketball.Random fact: “Ramiz” means dignified.

Michelle is a Public Relations major from Plano, Texas. She is interested in planning fundraisers or corporate events. Her favorite place to be is the beach and she loves looking at the stars. Random fact: she is allergic to avocados; they make her mouth itchy.

Britni is a Public Relations major from Plano, Texas. She hopes to find a job in event planning or film production. She loves to eat and travel.Random fact: she has been to all 50 states.

Adriane Joseph

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STATEMENT OF CAMPAIGN SCOPE

Birds Barbershop has drawn a strong following of loyal customers and encountered great success in its hometown, Austin, Texas. This success has led Birds to want to expand and explore new and exciting markets. With the help of a friend, Birds has chosen to set up shop on 135 SW Water St. in the heart of the RiverFront Village in Peoria, Illinois. This new store will closely mimic the Austin stores, carrying the exciting VERB product line and offering the same services and entertaining environment.

Launching this new location requires a number of vital marketing and media decisions to be made. Birds has therefore decided to hire an outside media agency for assistance.

The purpose of Striped Elephant’s proposed marketing campaign is to promote awareness and preference for the new Birds location as well as the VERB product line. Media efforts will begin with the store’s grand opening at the beginning of March and carrying on through December 31. During this nine-and-a-half month period, several media strategies will be employed on a budget of $75,000 in order to ensure that this new location is successful.

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EXECUTIVE SUMMARYBirds Barbershop, originally founded in Austin, Texas, is making its way up north, opening a new location in Peoria, Illinois. This will be the first Birds Barbershop to open outside of Texas. The location will take place in the heart of Peoria’s historic shopping and entertainment center, the RiverFront. Striped Elephant has put together a comprehensive and creative media plan in order to successfully reach Birds Barbershop’s marketing objectives while optimizing the given budget. By emphasizing Birds’ fun and eclectic personality, integrating into the local community, and creating enjoyable and memorable experiences for customers, this comprehensive media plan will produce positive results for Birds as well as position the brand at the top of consumers’ minds.

Through extensive research of Birds’ target market and Peoria’s community, Striped Elephant has created recommendations to successfully incorporate these two entities. Since over 150,000 Peoria citizens are 18 to 34 years old and Birds average aged customer is 26 years old, Striped Elephant focuses on this specific target market. Furthermore, paralleling Austin’s music and recreational scene, Peoria’s community is highly involved in the arts, entertainment, and recreation. With four recommendations in mind, we have created a mix of strategies to achieve our ambitious goals. Teaming up with other local organizations, sponsoring fun events, and promoting good causes will allow Birds to make a strong impact on the community. We will spread the word about events, promotions, the brand, products, and services through various types of media such as magazine insertions, radio spots, and online presence. These efforts will coordinate to paint a unique brand image with a loud share of voice. Through it all, our continuous strategy will serve to remind our customers about who Birds is and what they offer.

In this campaign, Striped Elephant has distributed its budget of $75,000 to measurable media efforts. These efforts include: 6% magazine advertising, 13% radio, 11% guerrilla marketing, 45% promotional events, and 23% online. Events play a large part in our media mix because we hope to reach out to a large number of consumers by getting their attention, involvement, and loyalty. With each of these media options incorporated together, our media plan will showcase Birds Barbershop as the place to get one’s haircut. Striped Elephant is confident that Birds Barbershop will make an unforgettable and positive entryway into Peoria’s community.

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SITUATION SYNOPSIS

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Birds Barbershop has an opportunity to bring its eclectic culture to the expanding and evolving city of Peoria, IL. Peorians will soon know that Birds isn’t just a barbershop, it’s an experience for them to love and look forward to each time they need a haircut or color. Birds creates a welcoming atmosphere that opens its doors to all walks of life and provides a quality service for a less than expected price. Birds will fit in with the lifestyle of both younger and older Peorians looking to find a place where they feel at home with stylists who share their love of music, trends, and community. Birds is a place where everyone is free to be themselves, without fear of judgment from the stylists or fellow customers; it’s a place that invites Peoria to experience a little bit of Austin right in their own backyard.

In order to make customers aware of their presence and dedication to the Peoria community, Birds will partner with local companies such as Rhodell Brewery. Furthermore, Birds will host quirky events, involve itself in the local music scene, and adopt the culture and attitude of Peoria in order to seamlessly integrate itself into the community. After customers first encounter with Birds, we are confident that Peoria will be hooked.

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PERSONALITYBirds is hip, affordable-chic, and always a good time. Don’t be intimidated by its trendiness; this is the peoples barbershop - no elitism allowed. Walk in and sit down between a 4 year old getting a mohawk and a 40 year old getting a mohawk. It’s old school for the new generation, new school for the old generation.

INVITING AMBIANCEWalk in and tell the tattooed receptionist your name. She puts you on the list and hands you a Shiner beer. Look around and take in the vivid murals designed by local artists and soak up the eye-catching interior design. Sit down and browse through some trendy magazines, the ones you love but sit just out of your price range. Play some classic arcade games, sip on your beer and nod your head to the quintessential Austin playlist in the background while you wait for your turn with a stylist.

Birds isn’t “a hushed salon experience or a get-hurried-along chain experience, it’s a party experience”.1 Get your hair cut while watching live

music with a beer in your hand. Your haircut at Birds is an event to look forward to, not a to-do list chore.

Mission: make the haircut experience more fun

BIRDS: THE BRAND SITUATION ANALYSIS // BRAND PROFILE

East 6th St. location

1: www.chron.com/life/travel/article/Eight-new-things-in-Austin-1731737.php

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THE BARBERSHOP TRENDThe barbershop trend is making a comeback, and Birds, being the early Birds it is, got in on the game early.2 Unlike most salons, Birds offers its services at mid-range prices ($19 for men and $39 for women), which allows for a more varied clientele. Birds is also open seven days a week and structures its daily schedule around walk-ins and reservations made up to one hour in advance. Being affordable and always open is important to Birds because it builds trust with the client, a vital trait for any company in the haircutting industry.3

LOCAL AND AUSTIN-UNIQUEBirds understands the behaviors, attitudes and preferences of its target market like the back of it's hand. By being Austin-unique, Birds brands itself as a custom experience. !Every trendy Austinite who walks through the door gets the sense that there's something special about Birds. By being so finely-tuned to the mind of the consumer, Birds fits seamlessly into his or her lifestyle.

PARTNERSHIPSBirds’ most notable effort to stay local is evidenced by its many partnerships with other local brands and businesses including SweetLeaf Tea, Alamo Drafthouse, and SxSW. Most prominent of Birds' partnerships is Shiner Beer. Coming from the Lone Star State's oldest independent brewery, Shiner holds a special place in the hearts of Texans. Everyday starting at noon, Birds customers are offered a complimentary Shiner beer while they wait for their turn with a stylist. Not only is this partnership completely free to Birds, who pays Shiner in the form of promotion, but it also upholds the company mission to make the haircut experience more fun.3

THE MUSIC SCENEWith music being the backbone of Austin, it goes without saying that Birds is a strong supporter of the local music scene. Each Birds location features an in-store playlist of songs you'd find in any Austinite's iTunes library: Willie Nelson, Animal Collective, indie upstarts, and old school rap are a

2: www.thedailybeast.com/newsweek/2006/05/15/hair-apparent.html

3: www.entrepreneur.com/article/223126

SOUTH LAMAR

41ST at RED RIVERBURNET ST.

EAST 6TH ST.LAMAR BLVD.

Each Birds location has its own unique

look with a common theme that portrays

the message, “walk in, rock out.”

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In March 2012 ULTA, the nation’s largest beauty

retailer, began selling

VERB® online and in its many retail stores across

the nation.

Affordable, professional-quality, unisex haircuts is what Birds does and affordable, professional-quality, unisex hair products is what Birds sells.

VERB® was created by Birds in 2010 to satisfy the haircare industry's need for a professional, yet affordable, product line. With the mission to focus on quality over frills, all six of the award-winning products retail at just $12 each. VERB® is color safe and locally made with recyclable canisters. There are no harmful parabens or sulfates used and the products are not tested on animals.5

must. In addition, Birds invites DJs into the salons every Friday and Sunday and occasionally gives away a few free tickets

to nearby upcoming shows.4 Bulletin boards advertising up-to-date

concerts and old-fashioned juke boxes in the salons and are yet another nod to Austin's rich musical heritage.

THE SOCIAL CENTERFashion shows, concerts, and clever

themes like Manfest, Ladies' Month, and Pedicab Party are among the many events put on by Birds that distinguishes them from other salons. The quirkiness of these fun activities goes along with the “Keep Austin Weird” vibe and, more importantly, allows the salon to become a social center.4

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•Finishing Polish

•Styling Cream

•Sculpting Clay

•Forming Fiber

•Hydrating Shampoo

•Hydrating Conditioner

4: www.barberstyle.com/?p=874 5: www.VERBproducts.com 9

Barbershop or hang out

spot?

Peoria, Illinois is the largest city on the Illinois River and has become a famous representation of the average American city because of its perceived mainstream Midwestern culture. It is not to say that Peoria is bland; in fact, it is far from it. Peoria is marked by a strong appreciation for the arts and is home to several museums, theaters, live music venues, and art galleries. Peoria’s love for the arts combined with a vibrant and growing population makes this city a great fit for Birds Barbershop.

THE RIVERFRONTThe RiverFront lies between the downtown area and the picturesque Illinois River. It is home to outdoor activities, nightlife, arts, dining, shopping, and tourist accommodations. The RiverFront’s atmosphere is energetic, active, and outdoorsy.

SITUATION ANALYSIS // GEOGRAPHIC PROFILE

PEORIA, ILLINOIS

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ACTIVITIESThe Peoria RiverFront is very active, moving, and full of life. There is so much to offer such as the arts, live music, ethnic and music festivals, boating, paddlewheel excursions, fireworks, and more. If you want something more physically active, you can choose anything from carriage rides to yoga to sports. The RiverFront area is also used as an outdoor venue for weddings, family gatherings, local markets, and sports facilities.

CULTUREThe RiverFront Market brings together artists, craftspeople, fresh produce vendors, musicians, and selected exhibitors from across Illinois in a European-style open air market. Art galleries and antique shops line up the RiverFront, which says a lot about Peoria’s culture and lifestyle.

NIGHTLIFEIt’s important to know what Peorians like to do at night because Birds Barbershop is all about understanding what type of fun experiences its target market is into. In Peoria, listening to live music while you eat is popular among many restaurants, the most notable of which being Martini’s on the Water. 6

SHOPPINGShopping is very much appreciated and favored in Peoria as well. Shops along the RiverFront range from women’s clothing boutiques and jewelry, antiques, candies, and art galleries, to sport and pro-shops, small furniture shops, and cafes.7

TRADE AREA

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D E M O G RA P H I C S

Median age of Peorians

34Median income of

Peorians

$44,893Average age of

RiverFront Facebook activity

25-34

Research suggests that customers will not travel further than 5 to 10 miles to get their haircut, unless a preferred hairstylist has moved out of that radius. 8 Therefore, we have highlighted a 10-mile radius inside the Peoria – Bloomington DMA near the Birds location on the RiverFront as our primary trade area to advertise and draw business from.

6: www.martinisonwater.com 7: www.peoriaRiverFront.com 8: www.smallbusiness.chron.com/market-barbershop-10568.html 11

JASONAge: 22

Major: graphic design

Job: part-time manager at city pool

About: Has an eclectic taste in music and doesn’t let what’s popular sway his selections. Spends his money on essential items and concerts around the area. Drew his four tattoos himself. Values his time off and spends it doing personal projects and adventurous activities.

TARGET MARKET

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CARLAAge: 34

Occupation: single mom with full-time job

About: Any time that isn’t spent working is spent entertaining her 7-year-old son. Frequently colors her pixie haircut. Only trusted a specific hairstylist to cut her hair until that stylist moved away, and she decided to go out on a limb and give Birds a shot.

SITUATION ANALYSIS // TARGET PROFILE

9: Nielsen

TRENDY

FRIENDLY

OPEN - MINDED

MONETARILY CONSCIOUS

WOULD RATHER SPEND

MONEY ON EXPERIENCES

THAN TANGIBLE ITEMS

18 to 34

ENJOY ARTS, ENTERTAINMENT,

& RECREATION

THE MIDTOWN MIX

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WHO ARE THEYBirds Barbershop’s target market consists of the “Midtown Mix,” a group of mostly lower-middle income urban segments full of diversity. These consumers engage in the culture and lifestyle of their city or town, and they are interested in supporting local businesses. This target market, ages 18 to 34, leads healthy and active social lives. The group consists of high school graduates, college students as well as alumni, singles, couples, and young families with children. Although they are constrained by a tighter budget, the Midtown Mix can often be found at social outings with friends

and family at local bars, restaurants, concerts, and festivals. These consumers are active users of social media and keep up to date with the latest fads.Within the Midtown Mix, men make up the bulk of Birds' customers. Women are still a highly important component of Birds' target but are more of a challenge to reach. This can be attributed to 1) the stigma of barbershops in general as being for men only and 2) the fact that women oftentimes have preexisting personal relationships and loyalties to other stylists that they have built trust with.9

COMPETITIONCOMPETITION SITUATION ANALYSIS // COMPETITIVE PROFILE

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LIFE STYLES HAIR SALON

Life Styles Hair Salon will be Birds’ stiffest competition. Life Styles is a full-service hair and nail salon in Peoria and is listed on the RiverFront website. They have haircuts starting at $17 and offer a variety of services including, but not limited to, men’s/women’s cuts, style and blow dry, highlights, color, straightening, and many more non-hair services. Life Styles has been serving the Peoria area for over 20 years and boasts 40 years worth of experience in stylists. Their low prices and years of experience have earned them a loyal customer base in Peoria and should be seen as one of Birds’ biggest competitors. Life Styles has a website, as well as a Mapquest, Superpages, and a Facebook profile, which is updated regularly with promotional contests and specials.10,11

CJ’s HAIR STUDIO - THE SCIZZOR WIZARDCJ’s Hair Studio is located on Water Street near the RiverFront. They are a small barbershop with walk-in and appointment options. The only services they offer are hair styling, texturing, and cuts. In addition to their listing on Peoria.com, CJ’s has a listing on wellness.com, the Yellowpages, Mapquest and a Yelp profile.10,12

TOOLEY’S BARBERSHOPTooley’s Barbershop is your classic old-fashioned barbershop. It is run by the owner and operator, Mr. Tooley. Cuts start at around $15 and are by appointment only. Mr. Tooley has been cutting hair in the Peoria area for over 40 years and has an extremely loyal customer base, which is a definite threat to new shops like Birds. With the exception of customer reviews and listings in local business databases, Tooley’s doesn’t advertise much or have an online presence.10,12,14

1310: www.dexkows.com11: www.lifestyles-salon.com

12: www.salonseeker.com13: www.yelp.com

14: www.manta.com

COMPETITIONSWOT

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WEAKNESSESSTRENGTHS

OPPORTUNITIES THREATS

• Brand personality

• Utilization of social media and strong following- Twitter, Facebook, Pinterest

• Fun and unique hair cutting experience

• Hometown pride

• Inviting ambiance

• Mid-range pricing

• RiverFront location (in the heart of a busy, public place that attracts people of all ages)

• Lack of strong competitors

• Free in-store wifi

• Peoria is known as being a mainstream/average American city while Birds is hinged on being culture-specific and niche

• No appointments scheduled before day of- could possibly deter people with a busy schedule

• Many females are committed to their own personal stylists and will likely stay loyal to them, rather than visit a “barbershop”

• Lack of college lifestyle

• Lack of “hipster” vibe in the city

• Walk-ins encouraged = spontaneous decision to get your hair cut

• In-store concerts, theme nights, fashion shows, etc - opportunity to become a social center, not just a salon

• By being culture-specific, Birds can become a hometown favorite, a Peoria staple

• VERB can extend the personality of Birds into consumers’ homes and daily lives

• Partnerships with other, more established local businesses can be of great benefit, especially in the beginning stages of introducing Birds to Peoria

• #1 web and social media presence = easy access to all potential customers

• Easy transition to Peoria due to its vast music scene

• Peoria’s small population and slow population growth (2.3%)

• Other barbershops close to the RiverFront - CJ’s Hair Studio and Tooley’s Barbershop (loyal customers, appointment only)

• Students nearby might want a cheaper haircut

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MEDIA VISION

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Our aim is to expand Birds Barbershop to new demographics while staying true to its unique fun-loving, urban culture.

OBJECTIVES & RECOMMENDATIONS

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Our detailed media objectives are as follows:

MARKETING• Within the first month of operations, Birds will have a minimum of 20

cuts/styles per weekday and 35 cuts/styles per weekend day. Throughout the entire first year, Birds will sustain a regular average traffic count of 30 cuts/styles per weekday and 45 cuts/styles per weekend day. In addition, Birds will achieve an average of $4,500 in monthly sales of VERB products and develop a client database of 1,500 consumers in the “Midtown Mix” market by the end of 2013.

ADVERTISING• Among the “Midtown Mix” market, Birds will achieve 75% awareness of

their name, 50% knowledge of the new Birds location, 50% awareness, and 35% preference of the VERB product. Furthermore, Birds will successfully support two major traffic-building events, establishing one of these events as a long-term tool for future Birds’ campaigns.

Birds Barbershop must make its presence and knowledge of services and products visible to potential consumers in Peoria, IL. It is important that we consistently inform and remind our target group that Birds is unlike any other barbershop or salon. We have taken these objectives into consideration and broken our recommendations down into four segments.

RECOMMENDATIONS1. Build brand awareness and align with local businesses

2. Promote Birds’ fun and eclectic personality

3. Become not just a hair salon but also a social center

4. Extend the personality of Birds into people’s homes and daily lives through heavy promotion of the VERB product line

We have organized three flights as well as a continuous segment of media activity in order to carry out these recommendations and meet our objectives.

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MEDIA MENU

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RADIORADIORADIO

DAYPART A18+ CPP

AM 28 M-F 6am-10am

Day 28 M-F 10am-3pm

PM 32 M-F 3pm-7pm

Evening 12 M-F 7pm-12 mid

SQAD, Spot Radio Cost Per Point Estimates, 2nd Quarter 2012

STATION GENRE UNIQUE VISITORS

105.7 THE ROCKS Rock 3006

93.3 THE DRIVE Classic Hits 2897

98.5 KISS FM Pop 799

102.3 MAX FM Rock 242

95.5 GLO Classic Rock 2722

MAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINE

TITLE CIRCULATION ISSUES/YEAR 1/2 PG RATE 1/2 PG CPM FULL PG RATE FULL PG CPM

InterBusiness

Issues10,000+ 12 $550 $55 $1,100 $110

art & society 6,000 6 $1,030 $171.67 $1,648 $274.67

Peoria

Progressn/a 2 $2,500 n/a $5,000 n/a

Illinois

Snowmobiler9,000 6 $828 $92 $1,690 $187.78

NEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPERNEWSPAPER

TITLE M-F Circ

M-Th Per Col

M-F Full Pg Rates

M-F CPM

F-S Per Col

Sat. Circ

F-S CPM

Sun Per Col

Sat-Sun Full Pg Rates

Sun Circ

Sun CPM

American Classifieds-

Peoria13,246 $9.25 $1,165.50 $0.70 $9.25 13,246 $0.70 $9.25 $166.50 13,246 $0.70

The Journal Star 63,024 $88.74 $10,915.02 $1.41 $100.22 64,078 $1.56 $100.22 $12,327.06 72,607 $1.38

The Pantograph 34,760 $73.88 $1,329.84 $2.13 $73.88 33,674 $2.19 $83.12 $1,496.16 41,115 $2.02

SRDS

www.peoriamagazines.com/files/mediakit/CIBPMediaGuide.pdf

OTHER WEBOTHER WEBOTHER WEBOTHER WEB

WEBSITE CIRCULATION # OF TIMES EXTRA INFO

Central Illinois Perspective (e-

newsletter)

Delivered via e-mail to nearly

2,000 people in central Illinois

Every Wednesday

(weekly)

The newsletter contains local

news and events and has fun,

informal polls and photo galleries

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ONLINEONLINEONLINEONLINE

WEBSITE ACTIVATION FEE DAILY BUDGET CPC

Google - SEM $10 depends on if paying CPC or CPM ($25)

$1.50

Facebook advertising $0 $20.69 $1.00

www.adwords.google.comwww.facebook.com/help/318171828273417/

www.adwords.google.com

LOCAL SEMLOCAL SEMLOCAL SEMLOCAL SEM

SEARCH TERM COMPETITIONGLOBAL

MONTHLY SEARCHES

LOCAL MONTHLY SEARCHES

Peoria hair salons low 1000 1000

Peoria IL hair salons low 720 720

Peoria barbershop (not used) -- --

Peoria RiverFront low 2400 2400

Birds Barbershop low 6600 5400

Peoria salon low 4400 4400

TVTV

DAYPART A25-54 CPP

Early Morning 223

Daytime 284

Early Fringe 335

Early News 340

Prime Access 357

Prime 587

Late News 415

Late Fringe 262

SQAD

www.peoriamagazines.com/files/mediakit

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GUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLA

MEDIUM RATE SIZE IMPRESSIONS PROVIDER

Cardstock flyers $0.18/flyer 4” x 6” 1,000 www.uprinting.com

Sunglasses with logo $0.79/pair n/a 300 www.pinnaclepromotions.com

Hairbrush with mirror & logo $1.20/brush 4.25” x 1.25” 300 www.bnoticed.com

Hot air balloon ad $850/day 6’ ~10,000 www.massivemediainc.com

Pole Flags $3,500 n/a 750 www.massivemediainc.com

Chalk Talk Sidewalk Art $500 n/a 500 www.massivemediainc.com

T-shirts with logo & other Birds signatures

$6/shirtDifferent types of

fabrics, colors, sizes, sleeves

1,500 www.customink.com

Mini basketballs with logo $1.50/ball 2.5” 75 www.minithrowballs.com

Hats with logo $6/hat one size fits all 750 www.customink.com

Can/bottle koozies with logo $2/koozie 1/8” thick 200 www.customink.com

OOHOOHOOHOOHOOHOOH

MEDIUM SIZE #PANELS RATE AVG. DEC CPM

Permanent Bulletin non standard 1 $2,204/4 wk net

rate 340 $5.99

CityLink Bus King-sized Exterior Sign 144” x 30” 1 $180/sign/month 5,590 $1.07

CityLink Bus Interior Signage 28” x 11” 20 $7/sign/month 3,500 $0.07

Mobile Truck Ad 16’ - 24’ 2 $100/hr 5,000 $1.50

Lamar Outdoorwww.ridecitylink.orgwww.truckads.com/mediakit

SOCIAL MEDIA

Objective: Foster buzz and word-of-mouth in order to increase brand awareness, enforce Birds fun personality, and inspire loyalty by constantly interacting with our online community as well as establishing a place for Birds in Peoria’s community.

Target: Web-savvy market. Active users of various social media platforms.

Cost: $400/month

Description: Birds Barbershop will use multiple social media platforms as an effective way to engage with users in the target group who are best reached through the Internet. There will be four main components to the social media campaign, which consists of bi-monthly blog posts, occasional contests on the Facebook page and Instagram, as well as consistent Twitter tweets.

Blog: The blog will be made available through our website. We will write two blog posts each month, giving readers an inside scoop of what’s going on at their local Birds Barbershop, as well as our community involvement.

Facebook: To continue Birds’ tradition of featuring art unique to each location, we will have a mural painting contest each month. Buzz and word of mouth about the contest will be mainly publicized on Facebook. The theme is the culture of Peoria. Applicants must illustrate what Peoria means to them. The winner will get to paint and display their mural for the duration of one month.

Twitter: We will make consistent tweets about promotions, community news and events, and more several times a day.

Instagram: Each month Birds will have a contest on Instagram, asking users to post pictures depending on the month’s theme. Themes will vary in order to keep it fun, entertaining, original, and challenging. Each contest will require all Instagrammers to follow Birds’ Instagram account and also include the hashtag #BirdsIL for each photo they take. Prizes will vary from a year’s worth of free haircuts to $50 worth of free VERB products.

MEDIA MIX

2

CONTINUOUS

Through the consistent use of social media, radio spots, search engine marketing via Facebook and Google, and a sponsorship with Rhodell Brewery, Birds will extend its eclectic personality and promote knowledge of its brand, products, and services. By reminding the community of what Birds is about all year round, we will build awareness, popularity, and loyalty amongst the community.

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2

RADIO ADS

Objective: Reach out to a larger geographic area through the use of radio.

Target: Peoria and neighboring residents ages 18 to 34 who are frequent radio listeners.

Cost: $10,080

Description: Through the use of radio ads, Birds Barbershop will spread its message across the Peoria Metropolitan area. At the beginning of each of the three flights (March, June, October), ads will run on three different radio stations for one week - 93.3 The Drive (Classic Hits), 98.5 KISS FM (Popular Music), and 105.7 The Rocks (Rock). We will purchase 40 TRPs for each station. Each radio station will play 3 spots/day every day, from Monday to Friday. 93.3 The Drive and 105.7 The Rocks will each play during the “AM” Daypart, playing one radio spot at 7 a.m., 8 a.m., and 9 a.m. 98.5 KISS FM will play during the “Day” Daypart, playing a radio spot at noon, 1 p.m., and 2 p.m.

SEM ON GOOGLE AND FACEBOOK

Objective: Expand Birds Barbershop’s online presence on Google and Facebook while populating ad spaces on the side.

Target: Internet searchers.

Cost: $13,250

Description: Through the use of Google AdWords, Birds Barbershop will bid $1.50 per click for five key phrases: “Peoria Barbershops,” “Peoria, IL Hair Salons,” “Birds Barbershop,” “Peoria RiverFront,” and “Peoria Salons”. Birds will spend $25 a day throughout the campaign in order to create a stronger presence of Birds Barbershop ads on Google’s search network. Since many of the barbershops and salons in Peoria don’t possess a great online presence, there will be less competition in this area. Birds will also use Facebook ads, bidding $1.00 per click with a budget of $6,000. These Facebook ads will be used to target ages 18 to 34 in Peoria, as well as neighboring cities and towns in the Peoria Metropolitan area. Having a strong presence on Facebook will enable Birds to reach out to a larger audience of potential customers. Essentially, Facebook will reach out to the younger segment of the target audience. This segment is more likely to foster buzz and WOM to friends, family, and coworkers.

PARTNERSHIP WITH RHODELL BREWERY

Objective: Support a local brewery with the intention of fostering community relations.

Target: Beer enthusiasts, “local” supporters, and of-age Birds customers.

Cost: $200/month

Description: Rhodell Brewery is a small, local, unique brewery in Peoria that brews their own specialty beers on site. Birds will partake in a business partnership with Rhodell by offering a free beer with every haircut. In the barbershop there will be a seasonal rotation of four beers on tap to offer customers as they wait for their haircut. This relationship would mirror that of Shiner Beer and Texas’ Birds locations.

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GRAND OPENING WEEKEND

Objective: Create buzz and spread the word about Birds.

When: March 16 - 17

Target: Citizens and visitors of Peoria’s RiverFront.

Cost: $6,220

Description: To start things off with a bang, Birds will advertise on a hot air balloon hovering over the Illinois River to promote its opening weekend. !In conjunction on Saturday, Birds will host a hair show with live music on the RiverFront featuring local Peorians who are brave enough to get their hair cut on a whim. People walking by can stop to watch and be impressed by our stylists’ talents and professional quality cuts. Birds will also hand out sunglasses with its logo to further promote awareness. On Sunday, in honor of St. Patrick’s Day, Birds will officially announce its partnership with Rhodell Brewery at the St. Patrick’s Day Parade with free bottles of Rhodell for of-age patrons with labels that feature the Birds logo alongside Rhodell’s.

2

NEW BIRD ON THE BLOCK // MAR - MAY

Birds initial flight will serve the purpose of establishing awareness of its grand opening and integrating itself into the community. By creating partnerships with local businesses and aligning with local philanthropic efforts, Birds will create a strong presence in the community and lay the groundwork for long-lasting relationships.

MAGAZINE ADS

Objective: Advertise the grand opening of Birds Barbershop.

When: March, May, July, September 2013

Target: Readers of art & society (circulates to over 20,000 people in the

area).

Cost: $4,120

Description: Birds Barbershop will run four insertions of a half-page ad in art & society magazine. The ad will have information about Birds’ location, website and haircut specials. The ad will feature Birds’ signature black and white photography with splashes of color in order to catch readers’ attention.

22

2

FASHION NIGHT

Objective: Foster relationships with local businesses and promote the VERB product line

When: May 15, 2013

Target: Customers, local retailers & boutiques, college students, Peoria citizens.

Cost: $4,490

Description: Birds Barbershop will host a fashion show with clothing by local retailers. The models’ hairstyles will be done by Birds and the VERB product line will be heavily promoted, with free samples available for attendees. Tickets will cost $5. Advertising for the event will be achieved with Fun Chalk Talk Sidewalk Art which will be strategically placed at three separate areas along the RiverFront and will feature Birds’ logo and the event information.

23

ANNUAL TEAMING UP WITH ST. BALDRICK’S: 2 COOL 4 SCHOOL

Objective: Partner and create a strong relationship with St. Baldrick’s to show Birds’ involvement within the community.

When: March - April

Target: Philanthropic Peorians.

Cost: $560

Description: Teaming up with St. Baldrick’s during the months of March and April will not only promote Birds’ grand opening in Peoria, but it will also showcase the barbershop’s greater involvement with the charity. St. Baldrick’s is committed to funding research in order to find cures for childhood cancers to insure survivors long and healthy lives. Hairdressers from Birds will volunteer to be the “shavers” for the event. If the participant enjoyed their “shaver” and monumental experience, one could potentially come back to receive a haircut in the future, fostering trust and loyalty to the barbershop. Also, for each these shaving events in Peoria, Birds will donate part of their sales to St. Baldrick’s to support the cause, bringing awareness to the charity and the store. There will be a 10’ x 10’ banner for the events, and sunglasses will be passed out for the “shavees” to take home with them. Even though they won't be going home with their hair, they will have Birds sunglasses to keep them looking cool, insuring them that they are 2 cool 4 school.

SUMMER LOVER FEST

Objective: Promote Birds’ fun personality, interact with consumers on a more personal level via social media, and foster relationships with other local businesses.

When: June 1

Target: Adventurists.

Cost: $7,500

Description: Birds will host a fun, quirky scavenger hunt that covers the downtown Peoria area. The event requires that participant teams decipher clues and then take pictures with each landmark, item, or person hinted at in the clue. Certain pictures are worth more points depending on varying degree of difficulty to obtain said picture. Throughout the day, teams will upload their pictures to Twitter with hashtag #SummerLover. The event ends at 8 p.m. with the kick-off of the annual Summer Concert Series on the RiverFront. The top three teams with the most points will each win swag bags of items and gift certificates from various local vendors as well as two tickets for a free private Moonlight River Cruise for first place.

2

ROCKIN’ ROBIN // JUN - SEPT

The summer months are the perfect time to promote Birds’ fun and eclectic personality through community events and welcoming parties. For this reason, this flight in particular is event-heavy. We chose to use several events in this flight as well as throughout our entire media plan because we want to establish Birds as a place in the community where people can go to have a good time. We believe that Birds can become a community hotspot that will attract repeat customers long after our media plan is finished.

24

WHERE’S BIRDSO

Objective: Emphasize quirky personality of Birds on social media while promoting other community events.

When: June 29, July 29

Target: Social media savvy consumers and music fans.

Cost: $1,000

Description: Birds will hire a man to ride around the RiverFront on a tall circus bike for four hours on June 29. Facebook will announce that those who find “Birdso” and tweet a picture of him with hashtag #BirdsoTheTicketMan will be entered into a contest to win four tickets to Red, White, and BOOM, Peoria’s large Fourth of July celebration concert series. A winner will be randomly selected and announced via social media on July 1. One month later, we will repeat the affair but raise the stakes. The randomly selected winner will win two 3-day passes to Lollapalooza in Chicago, happening Aug. 2 - 4.

225

HAIRSTYLES FOR HALLOWEEN

Objective: Showcase Birds’ fun personality.

When: October 21 - 31

Target: Fun, budget-conscious, young and young-at-heart.

Cost: $180

Description: On Oct. 31 Birds will offer $5 for mens and $9 for womens hairstyles to customers dressed in their Halloween costumes. Advertising will commence the week beforehand on various social media platforms and flyers will be distributed at nearby surrounding businesses.

BIRDS STAY NORTH FOR THE WINTER // OCT - DEC

The objective of the third and final flight is to heavily push VERB sales with the holiday season. We will continue showcasing Birds’ fun personality by celebrating each holiday through events !that involve the community and further integrate Birds into the minds of Peorians.

THANKSGIVING DISCOUNT DEALS

Objective: Increase awareness and trial of VERB.

When: November 1 - 28

Target: Budget conscious Peorians.

Cost: $500

Description: As a promotional tool, Birds will discount haircuts during the weeks leading up to Thanksgiving by 10, 20, and 30% respectively. Birds employees will pass out flyers with a sample of VERB product attached to the backside in front of the store and during local events on the RiverFront advertising the discounts starting at the first of November. This will increase trial and demand for the VERB product line while also inviting customers to take advantage of the discounted prices.

SUMMER ROOFTOP PARTIES

Objective: Establish Birds as the social center.

When: First Saturday of each month from July - September

Target: Sociable and musically-oriented 18 to 34 year olds.

Cost: $6,000

Description: Once a month during the Summer Concert Series on the RiverFront, Birds will host a themed event in conjunction with other local vendors. Themes include Backyard BBQ, BeachesBeaches, Nautical Lobsterfest, and Favorite Musical Decade. Birds will advertise the events through social media and word of mouth.

226

FRY YOUR BIRD WITH BIRDSObjective: Spread the Thanksgiving spirit with some friendly competition.

When: November 16

Target: Young adults, food enthusiasts.

Cost: $4,570

Description: Birds will host a turkey cook-off on the RiverFront. For $20, anyone can enter their bird for judging, which will be conducted by the Birds staff and two local head chefs. There will be one winner chosen by the judges, and one chosen by the community who attends. Winners will receive a gift-certificate redeemable for a one-hour “fall foliage” hot air balloon ride for four. Advertising for the event will be in the form of a mobile truck ad that will drive around the Peoria area during the week leading up to event.

TACKY HOLIDAZZLE PARTY

Objective: Reinforce Birds as a “social center” while promoting and creating preference for the VERB product line.

When: December 20

Target: Fun-loving and sociable young adults.

Cost: $10,950

Description: Birds will host a fun party inviting all Birds patrons to wear their tackiest holiday sweater. The most hideous sweater will win a surprise swag stocking. The event will be hosted by VERB and will feature a basket of free VERB samples for people to choose from. The event will trend on Instagram and Twitter with the hashtag #Holidazzle.

HOLIDAY SEASON DISCOUNT DEALS

Objective: Increase end-of-the season business.

When: December 20 - 31

Target: Budget conscious Peorians.

Cost: $180

Description: Birds will discount their haircuts by 20% from Dec. 21 - 31 for the holiday season. To promote this event Birds’ employees will hand out flyers on the RiverFront in the weeks leading up to the promotion.

BUDGET SUMMARY

2

Cost % of flight % of budget

CONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUS

Rhodell partnership $1,800 6.27% 2.4%

Radio (3 weeks) $10,080 35.09% 13.33%

Google SEM on Google & Facebook $13,250 46.12% 17.67%

Social Media $3,600 12.53% 4.8%

Total $28,730 100% 38.31%

NEW BIRD ON THE BLOCK // MAR - MAYNEW BIRD ON THE BLOCK // MAR - MAYNEW BIRD ON THE BLOCK // MAR - MAYNEW BIRD ON THE BLOCK // MAR - MAY

Magazine advertising (art & society - 4

insertions)

$4,120 26.77% 5.49%

Hot Air Balloon grand opening event $6,220 40.42% 8.29%

Fashion Show $4,490 29.17% 5.99%

Partnership with St. Baldrick’s $560 3.64% 0.75%

Total $15,390 100% 20.52%

ROCKIN’ ROBIN // JUN - SEPTROCKIN’ ROBIN // JUN - SEPTROCKIN’ ROBIN // JUN - SEPTROCKIN’ ROBIN // JUN - SEPT

Where’s Birdso $1,000 6.9% 1.33%

Themed Rooftop parties $6,000 41.48% 8%

SummerLover Fest $7,500 51.72% 10%

Total $14,500 100% 19.33%

BIRDS STAY NORTH FOR THE WINTER // OCT - DECBIRDS STAY NORTH FOR THE WINTER // OCT - DECBIRDS STAY NORTH FOR THE WINTER // OCT - DECBIRDS STAY NORTH FOR THE WINTER // OCT - DEC

Hairstyles for Halloween $180 1.1% 0.24%

Thanksgiving Discount Deals $500 3.1% 0.67%

Come Fry Your Bird With Birds $4,570 27.9% 6.09%

Tacky Hoildazzle Party $10,950 66.8% 14.6%

Holiday Season Discount Deals $180 1.1% 0.24%

Total $16,380 100% 21.84%

GRAND TOTAL $75,000 100% 100%

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BUDGET BREAKDOWN

38.31%

21.84%

19.33%

20.52%

Flight 1 Flight 2Flight 3 Continuous

51.92% 41.16%

6.93%

Where’s BirdsoRooftop PartiesSummerLover Fest

FLIGHT 2

2%12%

6%

14%

23%

44%

Events Online RadioPrint Guerrilla OOH

1.42%11.38%10.43%

76.77%

Grand OpeningMagazine adsFashion NightSt. Baldrick’s

FLIGHT 1

1.10%

66.80%

3.10%1.10%

27.90%

Fry Your Bird With BirdsHairstyles for HalloweenThanksgiving DiscountTacky Holidazzle PartyHoliday Season DiscountCAMPAIGN BY MEDIUM

12.53%

46.12%

35.09%6.27%

Rhodell PartnershipRadioSEMSocial Media

FLIGHT 3

CONTINUOUS

ENTIRE CAMPAIGN

FLOW CHART / SCHEDULE

229

MARMARMARMAR APRAPRAPRAPR MAYMAYMAYMAY JUNJUNJUNJUN JULJULJULJUL AUGAUGAUGAUG SEPTSEPTSEPTSEPT OCTOCTOCTOCT NOVNOVNOVNOV DECDECDECDEC

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

MAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINEMAGAZINE

art & society

OOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOHOOH

Banners

Mobile Truck ad

GUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLAGUERRILLA

Ad balloons

Chalk Talk

Flyers

Sunglasses

EVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTSEVENTS

Grand Opening

Fashion Show

St. Baldrick’s

Where’s Birdso

SummerLover Fest

Rooftop Parties

Hairstyles for Halloween

Fry Your Bird With Birds

Tacky Holidazzle Party

CONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUSCONTINUOUS

Social Media

SEM

Radio (M-F 6 a.m. - 10 a.m.)

Radio (M-F 10 a.m. - 3p.m.)

CALL TO ACTION

230

Striped Elephant would like to thank you for taking us into consideration for Birds Barbershop’s Peoria, Illinois opening campaign. We hope to be the next agency to help continue Birds’ success and look forward to an exciting partnership ahead!

After further review, please contact us at:

Striped ElephantThe University of Texas

Belo Lobby, corner tableAustin, TX 78705