mad media - birds barbershop

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a plan for

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campaign scopeexecutive summarysituation analysismedia vision & menumedia strategybudget summarycontact

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CONTENTSTABLE OF

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scopeCAMPAIGN

This campaign’s purpose is to create brand awareness and knowledge of Birds Barbershop to Peoria, Illinois and to promote product trial usage of VERB to our target demographic in a fun and engaging way. Our strategies will help form long term relationships between Birds and their customers.The campaign will be executed over 9 months begin-ning in March 2013 then finalizing in De-cember and will be accomplished with-in a $75,000 budget.

sUMMARYEXECUTIVE

As Birds Barbershop looks to expand with a new store location in Peoria, Il-linois, it is important to keep in mind the same valued concepts that have made Birds Barbershop a favorite in Austin.

Birds Barbershop is not only a hair salon, but it is a place where customers can turn their routine chore of getting a haircut into a fun and relaxing experi-ence for both men and women. Our goal is to blend Birds personality into a creative marketing campaign that at-tracts our target of young adults and professionals.

In order to integrate into the local area it is imperative that we establish Birds Barbershop into the college, down-town, and East Peoria community. By communicating our message within popular town outlets, we will not only make the town aware of Birds, but also entice them enough to step in our shop. With radio remotes on location on July 4th and sponsorships of local events, such as Peoria’s Beer Festival and Race for the Cure, Birds brand becomes root-ed in the Peoria landscape.

Birds Barbershop will expand into the Peoria community with our designed

schedule based around 4 flights that build upon each other. Birds will imple-ment marketing through through mainly local radio to immerse into the music scene, just as Birds does in Austin. Promi-nent print avenues such as Bradley Uni-versity’s newspaper, will help garner the attention of our young college student market. Interactive and social media will increase word of mouse to Birds. Distinc-tive outdoor advertisements, such as our Christmas decals, and memorable promotional events, including our Christ-mast flash mob will boost brand morale and spark brand conversation. The main goal is to build brand loyal relationships with Peoria citizens. Each of the promo-tional events will show that Birds sup-ports local causes and events, as well as showing ways they give back to the community.

In summary, we believe that this plan will allow Birds to take advantage of the many outlets Peoria has to offer and brand Birds Barbershop as a innova-tive and appealing business among its competitors. This plan aims to achieve brand prominence and build trust among each and every customer.

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ANALYSISSWOT

strengths weaknesses

threatsopportunities

- Successful shops in Austin- Loyal customers- Reasonable prices- Hair salon quality- Brand with an exclusive personality- Unique cultures of serving beer, live music, mural art, foosball table, arcade games and free Wi-Fi.- Convenient walk in schedule- Social visibility (Facebook, Twitter)- Eye-catching brand logo

- Not a national brand presence- No clear target specific market- Does not promote aggressively- Lack of consistency in a stylists’ performance- The name itself of “barbershop” is unappealing to some female and male young customers- The image of Rock-n-Roll is unap-pealing to the customers who don’t like that genre

- Peoria is growing rapidly, and there are a lot of attractions around the city - The hair care industry is steady- Several festivals in Peoria matches the image of Birds Barbershop- Word of mouth can go viral in society- A shift in men’s attitudes toward per-sonal style and grooming- Young adults are more likely to buy sa-lon products with natural ingredients

- Several nice hair salons and barber-shops near Peoria with established cus-tomer base- Hair salons that pride in superior service- People choosing to do their own hair- People that don’t get their hair done- Competing salon products becoming more available in mass markets- Diminishing brand awareness of prod-uct-- once hair grows out, people no longer ask about brand

Source: http://www.georgiasbdc.org/pdfs/beauty.pdf

PROFILEBRAND

Birds Barbershop: Cutting EdgeBirds Barbershop is a local Austin-based barbershop founded by

Jayson Rapaport and Michael Portman in 2006. The shops are locat-ed in 5 different locations in Austin, Burnet, E. Sixth, S. Congress, S. La-mar, and 41st/Red River. More than just a hair salon, Birds Barbershop is a place where customers can turn the mundane experience of getting a haircut into a fun and stimulating experience for both men and women. Each location has a custom mural created by local art legends, free Wi-Fi, old school arcade games, current magazines, a curated mixtape soundtrack, and a free Shiner beer with every cut. They provide affordable salon quality for both men and women in a casual rock club environment, no appointment necessary (exclud-ing color treatments). It is a mixture of a Rock-N-Roll hair salon with an carefree hipster attitude. Birds Barbershop promises to take out all the stuffiness of a standard, expensive salon, and gets down to the core of what really matters: having an affordable salon haircut that guarantees not only quality results, but garners a more personal and entertaining experience for the customer.

A Barbershop with More to OfferTwo brands that are essential to Birds Barbershop and what they

represent are Shiner and VERB. The shops are sponsored by the local Texas beer, Shiner, and every customer gets a beer with their haircut. It is a comfortable place where you can hang out, drink beer, and listen to great music, all while getting your hair done. Birds Barbershop applies their exclusive business model - affordable, straightforward, and salon-quality - to their own haircare products called VERB. The products are made up of natural nutrients; this appeals to consum-ers who are concerned deeply about what ingredients they put in their hair. The VERB product line consists of six products retailing at $12 each, including a color-safe, paraben and sulfate-free Hydrat-ing Shampoo and Conditioner, Sculpting Clay, Forming Fiber, Styling Cream, and Finishing Polish.

Sources: http://www.entrepreneur.com/article/223126https://webspace.utexas.edu/lap2399/www/docs/Birds%20case%20analysis.pdfhttp://verbproducts.com/images/VERB_Release_2_12.pdfhttp://www.bizjournals.com/austin/blog/abje_news/2012/04/verb-makers-retool-relaunch-hair.html?page=all

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MARKETGEOGRAPHIC

Peoria, Illinois represents a metro-politan area 170 miles south of Chi-cago with a population of 115,007. According to the 2010 U.S Census, the population is composed of 47.6% (54,763) male, and 52.4% (60,244) female. The median age of Peoria is 37.7. In addition, Peoria is not diverse in terms of race and ethnicity; it is pri-marily Caucasians.

The city of Peoria encourages the business of hair salons and barber-shops by educating professional hair stylists and barbers. In Peoria, there are several special beauty institutes such as Peoria Regency Beauty School, Oehrlein School of Cosmetology, and Illinois Institute of Cosmetology.

This indicates that Birds would face quite a few competitors, but on the other hand, Peoria allows a lot of pro-motional opportunities.

At the new location in East Peoria, there is a spot on the water within 3 miles of the new shop where live music is held, as well as Bradley University. This is where we plan to focus our tar-get.

Water Street is right in the middle of a very exciting, yet still developing, area of East Peoria. The area provides live performances, bars, and many eateries. The restaurants that surround our new locale include the local 401 Cafe and the Rhythm Kitchen Music Cafe.

This area is also full of young col-lege kids who have moved away from their old salons and barbershops back home. Birds has the opportunity to at-tract these young customers through-out the duration of their collegiate career.

Address: 135 SW Water st, Peoria, Il 61602

Distance from Birds Barbershop Peoria LocationHair Cuttery408 Riverside Dr., RiversidePlaza, East Peoria, IL 616111.9 mi

New Day Salon Campustown1200 West Main StreetPeoria, IL 616061.7 mi

Great Clips805 West Camp StreetEast Peoria, IL 616111.7 miSource: Google Maps, http://www.greatclips.com/ http://www.haircuttery.com/, https://www.facebook.com/pages/New-Day-Salon/148430328535413

PROFILESCOMPETITIVE

Source: http://www.clrsearch.com/Peoria_Demographics/IL/

Peoria Illinois is an area that is grow-ing and shows promising business op-portunities for Birds. That is not to say that they will have no competition in the city. Birds’ greatest direct competi-tion in Peoria would include established, trusted barber shops and salons who already have relationships with the tar-get market, as well as indirectly those who choose to cut and style their hair at home or those who do not make an ef-fort to get haircuts.

Hair Cuttery is a family owned na-tional salon chain, with nearly 900 loca-tions proves to be a great competitor.Furthermore, Hair Cuttery offers full ser-vices at affordable prices. They are also members of professional organizations like the Global Hairstylist Association and Salon Professional Network, giving proof of their excellence in the field. Hair Cut-tery is more likely to take away Birds cus-tomers that are looking for quality salon experiences.

New Day Salon in Campustown is a strong competitor in the college student market with their advantageous loca-tion, near Bradley University. They provide full-services as well as tanning and wax-ing inexpensively via both walk-ins and appointments. Customers that are look-ing for a more well-rounded salon experi-ence, may favor this over Birds as well.

With more than 3,000 hair salons and 30,000 stylists across the U.S. and Canada, Great Clips is one of the lead-ing brands in the hair salon industry that offers cheap yet quality haircuts in a comfortable atmosphere. Great Clips listens to their customers via feedback and actively engages with them online. Furthermore, they offer online check-in services for busy customers. Also, they promote good causes and give back to communities through scholarship pro-grams and their charity program, Great Needs. They also have their own product line, Solutions, and carry other brands as well. As a well-known brand with heavy community involvement, Great Clips may steal potential customers with their convenience.

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DEMOGRAPHICSTARGET

Who are we talking to?Our core market will be consistent with the observed clientele

of the Austin-based Birds; customers who will appreciate a unique barbershop scene. Specifically, we will be targeting white men and women from the ages 18-34. At 67%, the majority of Peoria is White, with 31% of Peorians having an average household income between $35,000 to $74,000. Our target is college students or young professionals that are earning within this amount. We chose this group as the age distribution in Peoria skews greatly towards this age bracket.

We want to include men in our target market because they provide a promising following as men increase their interest in salon services. Birds can offer men a gender neutral environment where they feel welcome to come get their haircut.

Choosing to focus on a younger demographic will give Birds the chance to establish brand loyalty with those who are still figur-ing out their individual brand preferences. This younger age group is also more likely to buy higher quality salon products which can lead to great opportunities for the VERB product line. We will ap-peal to this audience by positioning Birds Barbershop as a hip and authentic business they can trust. In doing so, we can introduce VERB as the hair product of choice and form a database of life-long customers.Some Defining Characteristics.

Female: She is a young woman with a consciousness of good beauty health practices and is aware of trendy fads. She is willing to pay more for quality service and products.

Male: He has a white-collar job, but does not conform to routine. He is looking to experience new things and enjoy simple pleasures when he can.

meganwhitlockMegan Whitlock, who prefers to pronounce her name “Mee-gan,” is a senior student cur-rently studying theatre performance at Bradley University. She regularly attends shows at the Peo-ria Civic Center, and has made it tradition to see The Nutcracker. She also enjoys actively participat-ing in local events and festivals to support the community. She’s a social media queen that has a lot of subscribers that value her online activity. She is the “stylish” one, the innovator in her group of friends, the one that everyone goes to for fashion advice. Her hair is constantly changing colors and she looks to salon qual-ity products to help main-tain healthy hair.

PROFILESTARGET chaz meyers

Chaz Meyers, a Peorian native, recently gradu-ated with a mechanical engineering degree from the University of Illinois at Urbana-Cham-paign. He just moved back to pursue a career at Caterpillar. Chaz has been looking forward

to starting his professional career and get-ting to enjoy his favorite outdoor activi-

ties, such as hiking at the Wildlife Prairie State Park and boating on the Riverfront. Though Chaz is a laid back guy, as a profes-sional, he needs haircuts fre-quently to keep his hair neat; therefore, he is in search of a place that can offer a quality haircut that comes at his leisure as opposed to being a chore.

shannonrobinson

Shannon Robinson is a young mom who has just moved into the new apartment complex near the Riverfront Shopping Center. Shannon works at Methodist Medical Center as a registered nurse. She is very health conscious, which is

why she shops at The Fresh Market on a regular basis and actively participates in yoga at Downtown Yoga. She is looking for a specialized place where she can get her hair done. Her child has celiac disease, so she is looking for a place that uses prod-ucts that are mindful of gluten allergies.

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& MENUMEDIA VISION

Establish Birds Barbershop in a new commu-nity without losing its original eclecticity and positive image already established in Austin

Engage our target audience with fresh and stimulating media strategies by taking risks and using unexpected channels

Impact the community by creating a con-nection with the culture of Peoria

Build relationships with the target and fos-ter brand loyalty by making Birds Barbershop “their spot”

TV (Adults 25-54)Daypart CPPEarly Morning $223Daytime $284Early Fringe $335Early News $340Prime Access $357Prime $587Late News $415Late Fringe $262

Radio (Adults 18+)Daypart CPPAM $28Day $28 PM $32 Evening $12

NewspaperTitle Sun 1/8 page rate Sun Circulation Sun CPMThe Journal Star $1503.30 72,607 $20.70

M-F 3 col x 2” M-F Circulation M-F CPMPantagraph $443.28 34,760 $12.75

¼ page B&W / Full Page B&W

Weekly Circulation CPM ¼ / full page

Bradley Scout $120/$480 3,000 $40/$160

MagazineTitle Circulation

(6mo) Page Rate (4 color)

CPM

Illinois Country Living 181,674 $3,558 $19.58Illinois Outdoor News 17,307 $1,311 $75.75Crain’s Chicago Business 45,658 $22,356 $48.96

InternetVehicle Click-through

Display Ad CostCPM Impressions

“Custom Channel” $1000 $2.75 363,636Lifetime Budget Max Bid CPM Impressions

Facebook $1000.00 $0.68 1,470,588Out of HomeMedium Cost/4wks DEC CPM14’ x 48’ Bulletin $2204.00 22,316 $5.99

Cost/day Avg Imps/day CPMBulldog Mobile Billboards

$130.00 50,000 $2.60

PromotionalBeer Festival Sponsorship $1500Mobile Photo Studio $900/4hrsRace for the Cure Sponsor $1000Stickers with Logo $190/10,000 stickersRadio Remote Promotion $250/dayJimmy John’s Catering $166.70Live Band $500/showVERB Product Giveaway $300/25 peopleFlash Mob t-shirts $337.50/50 t-shirtsMirror Decals $205.50/100 decalsTrackur Social Media Monitor $97/mo

Sources: Dedicated Media, Pjstar.com, Bradleyscout.com, http://www.signazon.com/vinyl-decals/clear-stickers/, http://www.customink.com, http://www.trackur.com/, Live-pixstudios.com, http://www.uprinting.com/standard-sticker-printing.html, http://www.oohcenter.com, http://www.lamaroutdoor.com/, http://bulldogbillboards.comSRDS, SQAD, Facebook.com/advertising

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sYNOPSISSITUATION

Key relevant facts of Peoria, Illinois:• The median household income is $48,632.• 58.3% of all employees in this area have

“white collar” jobs.• The population of the zip code 61602 area

where new Birds will be located is 3,068. Of this population, 50.6 % are male and 49.4% are female. The median resident age is 31.1 years.

Key Insights about Brand• The business of Birds Barbershop is

built on ‘trust’ between customers and brand.

• Advertising is limited for Birds Barbershop in Austin with heavy marketing mainly on con-sumer and community oriented promotions on social media outlets and WOM to build brand awareness as well as brand loyalty.

Key Insights about Salon Services Market• A shift in men’s attitudes toward personal

style and grooming is leading to an op-portunity to offer more specialized services geared to male clientele in an atmosphere where men feel more comfortable.

• The economy has undoubtedly impacted the salon industry, with consumers trimming services and products beyond the basics.

• Those aged 18-24 are more likely to buy salon products

STRATEGYMEDIA

• To have a minimum of 20 cuts/styles per weekday and 35 cuts/styles per weekend day within the first month of operations.• To sustain a regular average traffic count of 30 cuts/styles per weekday and 45 cuts/styles per weekend day through-out the first year of operations.• To achieve an average of $4,500 in monthly sales of VERB product.• To develop a client database of 1,500 consumers in a core group by the end of 2013.

• 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 productamong the target selected.• To successfully support two major traf-fic-building events, establishing one of these events as a long-term tool for future Birds campaigns.

OBJECTIVESMEDIA

advertisingobjectives

marketingobjectives

PromotionalIn being consistent with the marketing

strategy for Birds in Austin, sales promotion and events will be at the core of our strategy with the other media outlets acting as sup-port. This initiative will include sponsorships of local causes and events, student discounts, loyalty cards and giveaways that spark heavy interaction. Although these promotions cannot necessarily be measured, they will be crucial in creating a place for Birds in the community and harboring the brand presence.

RadioWith 91% of Peoria residents driving their

own vehicle to work, radio serves as a power-ful outlet. With heavy use of radio throughout Birds Barbershop’s initial campaign into the Peoria market, it will also closely tie local music culture to the Birds brand. Listeners of stations 98.5 “Kiss FM” and 105.7 “The X Rocks” coin-cide with our target market of adults 18-34. Ra-dio will greatly support promotional endeavors by advertising for key events and participating in on location radio remote promotions.

NewspaperThroughout this strategy, we will be utilizing

3 newspapers. The Journal Star is a widely dis-tributed daily newspaper that boasts a reach of 83% of adults 18+in the tri-county area. We will also be placing more frequent insertions in The Pantagraph, a daily newspaper that service the Bloomington-Peoria DMA. It claims to be one of the most influential papers in Il-linois. Our last newspaper choice is the Bradley Scout, the school newspaper of Bradley Uni-versity. Although it has a much smaller reach the Bradley Scout will be crucial in promoting Birds specifically to college students.

InteractiveOur online presence will utilize a custom

channel of websites provided by an outside online ad network, Dedicated Media. Dedi-cated Media’s SmartStack technology will automatically place click-through ads among websites that are specific to our target mar-ket. This filtration system guarantees optimiza-tion, targeting, accurate reporting and brand safety.

The Birds Facebook and Twitter pages will be essential in promoting each event. It allows Birds to take part in the word of mouth process that gives Birds an extra insight on the target market. Mad Media suggests investing in Trackur, a service that monitors these online conversations and measures online presence in the Social Media world.

Out of Home In order to make Birds distinct from

its competitors, we have implemented two strategically different outdoor advertisements in flights 3 and 4. Flight 3 will consist of our Birds Billboard, that is located close to Birds in order to remind commuters of their need to get a haircut, therefore funneling traffic towards Birds. With this OOH investment we also hope to achieve substantial DEC to maximize our visibility. Christmas mirror decals of different hairstyles that emulate the season will also be placed in the elevators of the Civic Center near the end of our campaign. Each mirror decal will be unique and encourages people to interact with our brand. This creates an exc-itng experience that will draw a mental link to Birds’ creative personality.

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flight1 tainted

love

march 9 - april 31

The beginning flight will be known as Tainted Love, as Peoria becomes infused and infatuated with Birds Barbershop. We plan to introduce Birds to Peoria; particularly to the Riverfront Peoria area, downtown Peoria, and Bradley University. We aim to do this in an exciting and impactful way.

It begins with strong promotional tactics by initiating a new loyalty program that drives customers to redeem promotions on a two-month basis and partaking in the annual Peoria Beer Festival through a photobooth marketing scheme. Heavy radio and print is utilized to make the opening of the store a well-known event.

The first flight is the most important to the success of our cam-paign, as it is crucial that we get off to a good start by engaging our target audience, impacting the community, and obtaining loyal customers. Therefore, it will hold the maximum stake of our budget, $21,435.00. The campaign plan runs from March 9th (one week before the initial opening of Birds Barbershop) through April 31st. This campaign is utilized a week earlier in order to bring awareness to Birds and stimulate initial growth.

Loyalty Program: March 9th- December 31stPromotional Cards Customers who join Birds’ loyalty program will be mailed a membership card with 1-year worth of redeemable promotions; a new promotion rewarded every two months, since that is the recommended timing for a haircut. Different promotions to be re-deemed include a free VERB shampoo or a free hair-cut for a friend. These cards will improve brand loyalty and awareness by indulging product trials and entic-ing word-of-mouth. The cost of 1,000 laminated, color cards is $439.28. Each card will have a unique barcode that can be used at Birds, which helps to track customer activity.

Source: http://www.cardprinting.us/plastic-card-quote.php

Promotional Event: April 2013The Peoria Jaycees 21st Annual International Beer Festival We will engage in one promotional effort for this flight to attract a large portion of our audience. By sponsoring part of The Peoria Beer Festival, we can captivate our target audi-ence of college students and adults ages 21-34.

During the event, Birds Barbershop will contract a mo-bile photo booth where visitors can sit in an actual Birds

barber chair and have pictures taken. They will have many fun props to choose from to enhance their photo shoot including: giant combs, crazy hats and wigs, funny glasses, and other interesting props to hold in their hands. Once their photo is taken, they

are given a sticker that directs them to Birds Bar-bershop’s Facebook, where they can access their

photos and choose to share them with their friends. This encourages more people to visit and interact with Birds’ Facebook page.

This promotion is very important for Birds, since most of Birds’ marketing strategies focus on social media.

The main takeaway from this promotional event is to build a relationship with the visitors by making them aware of the new Birds shop in Peoria in a unique way with a photo experience that will forever remind them of our brand. The total expendi-tures for this event will be $460.72 for the photographer and $1500 for sponsoring.

Source: http://www.peoriajaycees.org/events/international-beer-festival/

Cost: $21,435.00

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may 1st - july 31st

The second flight, In the Air Tonight, continues adver-tising with many of the same mediums used in flight 1. With a budget of $19,686.08, flight 2 is designed to foster a positive connotation of Birds within the community. Our involvement in the Komen Race for the Cure will stimu-late more brand awareness among the ladies of Peoria. July 4th will mobilize citizens to our store to win free good-ies, and they will be able to enjoy fireworks at our Riverfront location. Radio will be more heavily utilized to continue reaching the commuters of Peoria. Print will be another me-dium used for flight 2, but will not be as intensive.

Print

Print is another medium that Birds Barber-shop will use for this flight period and for the rest of the campaign. Birds will place 1/8th page ad in the News section of Journal Star and will run in two Sunday papers. The first insertion will be in the beginning of the flight, and the second insertion will be placed in the middle of the flight to build brand awareness. Journal Star sees a circulation of 72,607 every Sunday, bringing in a total circulation for these insertions to 145,214 for flight one. The cost of

the ads will be $1512.30 bringing the total cost for the print ads with Journal Star to $3024.60

The other newspaper we will be using is The Pantagraph. The Pantagraph reaches a wide range of our target audience. Therefore, Birds will run five insertions of a 3 col X 2’’, 3 insertions on the week leading up to The Peoria Beer Festival and the last two in the end of flight 1. The Pantagraph news circulation is 34,760 per every insertion, bring-ing the total flight circulation to 173,800 for Fridays. The cost of these ads is $443.28 per week, making the total cost per each insertion $2,216.40. Lastly, our total cost for all of our print ads in Journal Star and The Pantagraph sums up to $5,241 for flight 1 with a total circulation between the two Newspa-pers projected to be 319,014.

Source Imps Insertions Cost Total ImpsJournal Star (Sun) 72,607 2 $3024.60 145,214The Pantagraph(M,W,F) 34,760 5 $2,216.40 173,800Total 7 $5,241.00

RadioRadio will be the main focus of our media

flight costing a total of $12,600. With radio, we are trying to achieve a good balance of reach and fre-quency with this flight in order to gain both breadth and depth in the target audience. This flight con-tains three weeks placed periodically throughout the flight. We are aiming for 150 targeted rating points and a 50 percent reach. Also, we will be using 3 different strategic radio stations to fill each spot that will reach listeners 3 times.

For Week 1:

Radio Cost Spot Allocation TRPs CPP TotalAMD 40% 60 $28 $1680Day 10% 15 $28 $420PMD 40% 60 $32 $1920

Evening 10% 15 $12 $180Total 100% 150 $4200

For 3 weeks Total Cost: $12,600 for radio in this flight Total TRPs: 45

Reach Frequency TRPs

50 3 150

InteractiveWe will begin our online presence by us-

ing a mixture of 468x60 standard banners and a 120x600 skyscraper banners. These will be utilized to promote the Peoria Beer Festival to our 21+ audience members. Our online users will see ads for the Birds sponsored event and be encouraged to click the ad to download a coupon.

Since our channel will be comprised of websites that are only specific to our target, we will be able to accurately place the ads. We will

accomplish this by utilizing Dedicated Media’s SmartStack technology. We will allocate $1,000 of our budget for this flight. With a CPM of $2.75 this will result in 364,000 potential impressions per flight.

Social Media will play key role for Birds in every flight. For the duration of this campaign we will be using Facebook and Twitter to promote Birds Barbershop. To ensure maximum potential of this medium, we suggest contracting a service like Trackur that will monitor Birds Barbershop’s pres-ence online. The recommended package from Trackur is $97/mo. For this flight it will cost $194.

Website Total Imps Total Cost CPM

Custom Channel

364,000 $1,000 $2.75

Sources: pjstar.com, pantagraph.com, SQAD, Dedicated Media, Trackur.com

flight2 TONIGHTIN THE AIR

Cost: $19,686.08

INSERTION DATESJournal Star: March 10th &April 7th

The Pantagraph: April 8th, 10th, 12th, 22nd, 26th

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Promotional Event: May 11th28th Annual Peoria Race for the Cure Sponsorship The Komen Race for the Cure brings in about 15,000 people per race. Since breast cancer is an important cause in the minds of young women, we suggest Birds Barbershop to become a sponsor in the Komen Peoria Race for the Cure. At the Race, Birds em-

ployees and volunteers will pass out thousands of stickers containing information about the Birds Barbershop loca-tion and that they will be participating in a profit share for the next three Saturdays (May 18, May 25, and June 1) where part of Birds’ proceeds will be donated to the

foundation. By contributing to a local cause that is important to so many, Birds will establish itself within the community and create a meaningful

relationship with its residents. Sponsor-ing the Race for the Cure will cost Birds Barbershop a total of $1,000. Along with

that cost, 13,000, 2” X 3.5” peel off stick-ers will cost Birds $190.64 and is expected

to hit 13,000 people.

Promotional Event: July 4thRadio Remote Promotion on Location To celebrate America’s birthday, Birds Barbershop will host a radio remote promotion on location at the new Birds Barbershop next to the River Front. Since the River Front is such a tourist location, especially on holidays, us-ing a popular radio station on location with accumulate attention to the store. For this promotion, Birds will pay a local radio station to play music, promote the shop’s Independence promotion to free them of their old hair at a discounted price, and shout out times to redeem VERB giveaways. The total cost of the radio remote location will cost $250 for 4 hours.

Print

In print, advertisements will continue to be featured in Journal Star and The Pantagraph. Birds will continue to place a 1/8th page ad in the news section in Journal Star and will run in two Sunday papers. The first insertion will be in the beginning of the flight, and the second insertion will be placed in the middle of the flight during our July 4th weekend promotion to stimulate awareness of the brand‘s upcom-ing promotions. With two insertions on Sundays,

Journal star will have a total circulation of 145,214 and a total cost of $3024.60.

The other newspaper of choice, The Pantagraph, will cut back on the number of insertions from five to three due to increased endorsement towards radio in flight 2. The Pan-tagraph ads will continue to be the same size as flight one, 3 col x 2in, at $443.28 per ad. The first two insertions will run the week leading up to the Race for the Cure on Wednesday and Friday, and the last insertion will run during the last week of the flight. Therefore, the total cost for The Pantagraph is $1,329.84 and an overall circulation of 104,280. Together, Journal Star and The Pantagraph will have a total cost of $4,354.44 with a total circulation of 249,494.


Radio Radio will continue to be a strong presence in flight 2 with a total cost of $12,600. This flight will mimic flight 1 in reach and frequency goals and result in 450 TRPs, divided into 3 weeks spread out through the flight. Each Radio spot will promote Birds Barbershop, give information about the profit share with the Komen foundation and promote the shop’s July 4th weekend promotion.

For Week 1:


Evening 10% 15 $12 $180Total 100% 150 $4200



50 3 150

InteractiveBirds Barbershop’s online presence will only

slightly change for this flight. We will continue to run them through an outside ad network to produce a custom channel for ads for a total of

$1000. The only change will be the appearance of the ad itself. This flight we will use our online presence to promote the Race for the Cure to encourage our target to register to be apart of this great cause. The ads will again be a mixture of 468x60 standard banners and a 120x600 sky-

scraper banners.We will also continue to utilize our

Facebook and Twitter pages to support our promotional initiatives. In addition, we will continue to benefit from Trackur services at a 3 month cost of $291 for the flight.


Custom Channel

364,000 $1,000 $2.75


INSERTION DATESJournal Star: May 5th & June 16th

The Pantagraph: May 8th,10th & July 29th

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august 1st - october 1st

ROCKSCHOOL OFflight3

The third flight, School of Rock, will emphasize a back-to-school theme, or back-to-work in the case of our older target audience, lasting from August 1st to October 31st. The total budget for flight 3 is $15,187.48 and will cover several media outlets such as radio, interactive, print, and finally utilize OOH. Our lead advertising medium will continue to be radio, because of Peoria’s radio coverage size and the brands relation to music themes. There will also be two promotional efforts: Birds and Rhodell Brewery Present an End of Summer Bash on August 10th and a Radio Event Promo-tion at Bradley University on their Homecoming weekend.

Promotional Event: August 10thBirds and Rhodell Brewery Presents an End of Summer Bash

This event will take place at the Birds Barbershop location and will be hosted by both Birds and the local Rhodell Brewery. This partnership has the potential to be equivalent to what Shiner and the Austin Birds locations share and reinforces the idea of establishing ties with the commu-nity of Peoria.

To entice our target audience to at-tend, we will be giving away one VERB product to the each of the first 25 guests to arrive. This giveway would cost $300 for 25 VERB products that cost $12 each. This will give members of our target audience a free trial of the VERB line that could grow into their hair product brand of pref-erence. Rhodell Brewery will provide the

beer for the party, and Jimmy John’s will cater at a cost of $166.70 for two 6-foot long subs and a tray of cookies. To keep it local and authentic, Birds will hire the Peoria based band, The Aposematics, to play hip alternative rock throughout the party. We have reserved $500 for this expense bringing the total cost of the event to $966.70. This down-to-earth, easy going party will be a traffic building event for Birds that would make a strong impres-sion on prospective customers and con-tinue to engage current ones. It has the potential to be a reoccurring event that will be synonymous with Birds Barbershop’s name.

Sources: jimmyjohns.com, Rhodell Brewery, theaposematics.com, verbproducts.com

Promotional Event: October 12thRadio Event Promotion at Bradley University

During the week of Bradley University’s Homecoming, Bradley University hosts several events from alumni

games to cookouts. Birds will employ another radio event promotion at Bradley University during their tailgate for the soccer game, which is the last and most popular event for Homecoming. The tailgate will be on Saturday, October 12th, from 4:30-6:30pm, and will cost Birds a total of

$263.64 for Bradley Radio Station to promote Birds for 2 hours. At this event the radio station will shout

out to Birds and promote special offers, such as “Show your student ID at Birds to receive a 10% discount on your

next haircut.” Once again, Birds will embed itself into the communi-ty and become a part of its traditions, so the people of Peoria can look to Birds as place that they can trust.

Sources: jimmyjohns.com, Rhodell Brewery, theaposematics.com, verb-products.com

OHH: August 11th-September 7th Considering back-to-school is a peak time period for haircuts, Birds will remind Peoria of this need by contracting a billboard. This will increase traffic to the shop and poten-tially attract new customers. The cost to rent the billboard for 4 weeks is $2204.00 and will be located 2 blocks west of Birds Barbershop. With this one Billboard, Birds estimates to generate 22,316.00 DEC.

Sources: oohcenter.com, lamaroutdoor.com

Cost: $15,187.48

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november 1st- december 31st

As the campaign comes to an end, the final flight, I Wanna Dance with Somebody, aims to make a lasting impact on our target. The fourth flight will emphasize the shopping months of November and December and will employ engag-ing strategies to keep Birds in the conversation. The total bud-get for the final flight is $18,691.44, which will span across radio, print, interactive, and promotional advertising. The lead medium will remain to be radio, as it will reach the most of our target audience in mind. In the same fashion as the previous flights, flight 4 will continue interactive media through the custom channels and social media. Print will also be utilized in this flight. The one promotional event for flight 4 is the “Christmas Flash Mob” on December 14. This event will set us apart from other competitors and further generate mass brand awareness beyond the end of the campaign.

flight4

In the third flight, we cut down to only 1 insertion, instead of 2 insertions, in Journal Star on Sunday. Although we are only doing one insertion, we carefully place the ad on Sunday, August 4th to promote the End of Summer Bash. The ad will be the same size as in flights 1 and 2, and will cost $1512.30 per one ad. With one ad on the 4th in Journal Star, the expected circulation is 72,607.

The other Newspapers of choice are The

Pantagraph and Bradley University’s The Scout. The Pantagraph will run the same 3 insertions as it did in flight 2, accumulating a circulation of 104,280. Each 3colx2” ad will be placed in the same week of September, for a total cost of $1,329.84. The third newspaper Birds will be using is The Scout. This weekly student paper will reach our target audience on and near campus to promote Birds during Bradley University’s Home-coming week. During the week prior to the radio remote event at Bradley, Birds will place a black and white full-page ad in The Scout encouraging readers to attend. The Scout’s weekly circulation is 3,000 for the $420 ad. For all three newspapers, the total print cost is $3,322.14 with grand circula-tion of 179,887 for this flight.

Source Imps Insertions Cost Total ImpsJournal Star (Sun) 72,607 1 $ 1512.30 72,607 The Pantagraph(M,W,F) 34,760 3 $1,329.84 104,280

The Scout 3,000 1 $480 3,000Total 7 $3,322.14

RadioAlthough Radio is still our main medium of

choice, it will be cut down this flight, from 3 radio weeks to only 2 radio weeks. Since Birds will be co-hosting the promotional event with Rhodell, cost for radio advertising to promote the event will be much more affordable, enabling us to increase our reach to 70% and keep the frequency at 3 in the week leading up to the event resulting in 210 TRPs. The week following the End of Summer Bash will be

similar to the other flights, and we will continue to expect a reach of 50% and frequency of 3 times in order to achieve a good balance of both breadth and depth in the target audience. We are aim-ing for 150 TRPs for this week of radio which will promote back-to-school traffic. We will be using 4 different strategic dayparts: AMD, Day, PMD, and Evening, to fill each spot that will reach listeners 3 times across 2 different radio stations.

Radio Cost Spot Allocation

TRPs CPP Total

AMD 40% 84 $28 $2352Day 10% 21 $28 $588PMD 40% 84 $32 $2688

Evening 10% 21 $12 $252Total 100% 210 $5880


70 3 210

InteractiveAs with flight 1 and 2, flight 3 will continue its

use of both Dedicated Media for custom chan-nels at a cost of $1000 and Trackur for social

media monitoring at a 3 month cost of $291 for a total cost of $1291.

In order to fully take advantage of this ad network, we will once again change the appear-ance and message of our ad to promote the End of Summer Bash. These efforts will be measure with 2 pixels, so that we may appropriately optimize these ads.


Custom Channel

364,000 $1,000 $2.75

1 week before End of Summer Bash:

Total Cost: $7,140 for radio in this flightTotal TRPs: 360

1 week after End of Summer Bash:

Radio Cost Spot Allocation

TRPs CPP Total

AMD 40% 60 $28 $1680Day 10% 15 $28 $420PMD 40% 60 $32 $1920

Evening 10% 15 $12 $180Total 100% 150 $4200


50 3 150

INSERTION DATESJournal Star: August 4thThe Pantagraph: September 9th, 11th, 13thThe Scout: Oct 7th-11th

Print

WITH SOMEBODYI WANNA DANCE


Cost: $18691.44

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Promotional Event: December 14thChristmas Flash Mob

I Wanna Dance with Somebody inspires the idea of hosting a flash mob for our primary promotional event to end the year with a bang. The flash mob will take place at Northwoods Mall in the mid-afternoon at a peak holiday shopping time. The event will take place right outside of Macy’s storefront on the first floor, where those who participate will sport Birds Barbershop t-shirts and break out in an unexpected dance routine.

The Christmas Flash Mob is budgeted for $337.50, which will include 50 red t-shirts, with the Birds logo on the front, for all of the participants in the flash mob. The event will be prepared through social media by creating a Face-book event that tells prospective participants when and where and gives them a YouTube video of the dance routine to be learned. Then prospects would upload themselves dancing in order to be chosen for the flash mob, along with win-ning Birds prizes. The event itself has the potential of going viral and will certainly be the talk of the holidays.

The main purpose of the Christmas Flash Mob is to utilize the power of social media and generate buzz about Birds and create a lasting image of us in the mind of consumers. With this flash mob, Birds is trying to engage our target audience with a fresh and stimulating media strategy by taking risks and using an unexpected chan-nel to make an impact on the community.

Source: customink.com

Print

In print, advertisements will continue to be featured in Journal Star and in The Pantagraph. Birds will continue to place a 1/8th page ad in the news section in Journal Star and will run in two Sunday papers. The first insertion will be in the beginning of the flight, and the second in-sertion will be placed in the middle of the flight closer to Christmas time. With two insertions on

Sundays, Journal star will have a total circula-tion of 145,214.

The Pantagraph will only have 3 insertions with ads continuing to be the same 3 col x 2in size as in flight 1 and 2 and will cost $443.28 per add. The first two insertions will run the week leading up to the Christmas Flash Mob and the last insertion will run in the very last week of the flight. Therefore, the total cost for The Panta-graph is $1,329.84 and an overall circulation of 104,280. Together, Journal Star and The Panta-graph will cost $4,354.44 with a total circulation of 249,494.


RadioRadio will continue to be the main spending

area for the final flight. With a total cost of $12,600, we are trying to achieve both breadth and depth in the target audience. This flight contains three main weeks of heavy radio placed periodically throughout the flight. Each radio spot will promote Birds Barbershop and give information about VERB products and other special promotions Birds is offer-ing. We are aiming for 150 TRPs and a 50% reach for each week. Also, we will be using 2 different stra-tegic radio stations to fill each spot that will reach listeners 3 times.

For Week 1:


Evening 10% 15 $12 $180Total 100% 150 $4200



50 3 150

InteractiveConsistent with every other flight, will be

the continued use of both Dedicated Media for custom channels at a cost of $1000 and Trackur for social media monitoring at a 2 month cost of $194 for a total cost of $1194 for this flight.

After the flash mob, we will change our online ads to encourage our online audience to view the video from flash mob. This will also be measured with 2 pixels; one on the ad and another on the video so we can track views.


Custom Channel

364,000 $1,000 $2.75


INSERTION DATESJournal Star: November 10th & December 8th

The Pantagraph: December 9th, 11th, 30th

OHH: December 1st - 31st Christmas Mirror Decals This Christmas, Birds Barbershop wants utilize the holiday spirit by placing mirror decals on the elevators of the Civic Center. Each decal will have a specific hairstyle on it, with a hint of Christmas joy. These mirror decals allow passers-by to try out new hairstyles. They will also serve in reminding shoppers that Christmas time is an ideal time to get a haircut at Birds Barber-shop. The cost of 100 custom mirror decals will cost $205.50.

Sources: oohcenter.com, lamaroutdoor.com

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Priority Breakdown Budget by Flight

The first flight is the heaviest, followed by flights 2, 4, then 3. We putting the most emphasis on flights 1 and 2.

Budget by MediumRadio is the most heavily weighted medium

throughout the schedule with print, interactive, and outdoor following behind. Together, all four ac-count for almost 90% of the flight schedule.

Budget by Interactive

The flight schedule contains custom channels and social media. Budget by Print

Two print mediums are used throughout the en-tire flight schedule, and one extra print medium will be used in flight 3. The Newspapers include Journal Star, The Pantagraph, and The Scout.

Budget by RadioFlight 1,2, and 4 are most heavily weighted in

radio equally throughout the schedule and ac-counts for 84% of the budget.

Budget by OOHFlight 3 and 4 hold both of our outdoor adver-

tisements. Billboard holds 91% of the total budget.

Budget by PromotionFlights 1 and 2 are the heaviest promotions and

together they account for 71% of the budget.

Budget by Flight

Amount

Flight 1 $21,435

Flight 2 $19,686.08

Flight 4 $18,691.44

Flight 3 $15,187.48

Total $75,000

Budget by Medium

Amount

Radio $44,940

Print $17,272.02

Interactive $4,970

Outdoor $2,409.50

Promotional $5,408.48

Total $75,000

Budget by Interactive

Amount

Custom Channels $4,000

Social Media $970

Total $4,970

Budget by Print

AmountJournal Star $10,586.10

The Pantagraph $6,205.92

The Scout $480

Total $17,272.02

Budget by Radio

Amount

Flight 1 $12,600

Flight 2 $12,600

Flight 4 $7,140

Flight 3 $12,600

Total $44,940

Budget by OOH

Amount

Billboard $2204

Mirror Decals $205.50

Total $2,409.50

Budget by Promotion

Amount

Flight 1 $2,400

Flight 2 $1,440.64

Flight 4 $1,230.34

Flight 3 $337.50

Total $5,408.48

SUMMARYBUDGET

FLOW

CHA

RTBI

RDS

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The conversation does not stop here. With this strategically developed media plan, Mad Media plans to introduce Birds Barbershop into the community, but these efforts will need to be achieved in the following year from March to De-cember. We recommend continuing in promo-tional efforts that coincide with Peoria community events, more dynamic OOH and abundant radio focused advertisements.

For all your future needs in increasing brand de-velopment, contact Mad Media.

ACTION CALL TO

Mad Media1400 S Congress AveSte A190Austin, TX 78704

mad media - birds barbershop

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