Sydney Steward Beauty Public Relations PlanMARQUITA C. WILLIAMSCOM. 798-CAPSTONE MAY 6, 2015.

Agenda

Executive Summary Columbus Facts Situational Analysis SWOT Analysis Goals and Objectives Research Target Audience Strategies Tactics Calendar Budget Evaluation

Executive Summary

Sydney Steward’s road to beauty began as a student of the Aveda Institute, in August 2013, and she officially became an Ohio licensed managing cosmetologist in January 2015. As a stylist at the hip and trendy salon, Girl and Guy Republic, Steward has managed to retain some of her cosmetology school and freelance clientele while also bringing in new clientele. Priding herself in offering clients high-end glamour at reasonable prices, SSB has potential to change the face of beauty for women of all ages. With the hustle and bustle of the everyday woman, it is hard for them to find the time to treat themselves. In other cases, women believe that beauty is unattainable, or in other words, too expense to obtain. This plan is focused on increasing sales for SSB by increasing brand exposure through promotions and marketing campaigns. With social media playing an important communication role, this plan can attract new clientele and create a sense of brand loyalty. Promotion through outlets, such as Twitter, Facebook and Instagram, will create word-of-mouth advertising. With the help of online surveys, as well as, competitive analysis about the use of hair and makeup products and services, SSB can learn what the target audience deems important and use this information to stand out above the competition. SSB hopes to target middle-class women of all ethnicities, ages 23-45 years of age. To support the strategic promotional and marketing campaign, a comprehensive budget will be created to allocate funds for hair care and makeup products, such as shampoo/conditioner and foundation/concealer, to name a few. Additionally, funds for print media, such as flyers and business cards will also be allocated. Outreach to online radio outlets will also be made to increase exposure and spark interest which in turn will generate new clientele and increase revenue for the brand.

Columbus, Ohio

Columbus, is the capital city of Ohio.In 2013, the population was 822, 553; African American population was 230,314 (28%).Estimated median household income in 2012: $43,844.Locals in Columbus enjoy the city’s rich art culture, as well as, its growing fashion influence.

“Columbus, Ohio ranked #3 city in the US for fashion design.”(Source: Columbusunderground.com)

Situational Analysis

Desiring to market herself as her own brand, Sydney Steward of Sydney Steward Beauty provides its customers with the full beauty experience. A cosmetologist and makeup artist who is up on the latest trends, Steward’s services range from “Wash-and-Go’s”, “silk presses”, “sew-ins” and customized hair color, just to name a few, to natural and glamourous makeup looks. Due to her skill in both hair and makeup, Steward stands out above the competition, providing her customers with a “one-stop shop” experience; as most hair stylists in the area cannot do makeup and vice versa. Comparable to other professional stylists in the city, Steward offers pricing that makes her services affordable to the target that she is trying to reach. While she is talented in working with all ethnicities and hair types, Steward’s target audience is African-American women with naturally-textured hair, age 20-50. These women will also be of middle-class status. Currently, Steward is making $500/month which is lowered when you include the cost of booth rent and products. While the desire to increase revenue is important, the lack of exposure makes it challenging for Steward to increase her clientele; resulting in increased revenue. Steward enlisted the services of Williams, Inc., in order to create a strategic marketing plan that will elevate the brand to new heights.

SWOT Analysis

  Helpful to Objectives Harmful to ObjectivesInternal Origin Strengths:

Licensed managing cosmetologist Up on the latest trendsExperience working with all hair typesWorked hair and makeup at local fashion eventsUse of quality productsExcellent customer service

Weaknesses:Lack of clienteleLack of branding Not generating enough salesMinimal exposure (No one really knows the brand exists)Fresh out of cosmetology school (Professional inexperience)

External Origin Opportunities:Develop into a well-known brandGain clientele through various marketing techniquesIncrease sales by increasing exposureDemonstrate talents at local industry events.Increase exposure via social media (Facebook, Instagram)

Threats:Local stylists in the areaMore experienced stylistsCustomer loyalty (Don’t see a need to leave their current stylist)People relying on YouTube for DIY ideas

Goals & Objectives

Goal #1: To increase the monthly revenue of SSB by 50%

Objective #1: Increase present on social media outlets.Objective #2: Vamp up promotionsObjective #3: Get involved in the fashion/industry events

Goal #2: Increase clientele by 33%.

Objective #1: Research the products and services target audience prefer.Objective #2: Create competitive offers and discountsObjective #3: Utilize current clientele testimonials as a form of word-of-mouth advertising

Research

Two sets of surveys were conducted, using Surveymonkey.com, in order to gain some knowledge on the products and services that are of interest to SSB’s ideal target audience.Hair ProductsMakeup Products

Target Audience

Target Audience

Experienced in working with woman of all hair types and ethnicities, SSB desires to market to African-American women with naturally-textured hair. These women will be of middle class, between the ages of 20-45 years old. The goal is to target women who can essentially afford the services provided by SSB and become regular bi-weekly or monthly clientele. Also, women who are in need of professional makeup for special occasions, such as wedding or for simple glam looks for a night on the town are the ideal client for SSB.

Strategies

G1: To increase the monthly revenue of SSB by 50%

Strategy: With social media being the new wave of word-of-mouth communication, it is important for SSB to step up and make a name for itself on the social media realm. For example on Facebook and Instagram, the majority of the images and posts are of those that other people have liked and shared (reposted). When it comes to fashion and beauty, the same concept is especially true. Women enjoy looking at hair and makeup trends, talking about them and sharing them with friends.

The main strategy of gaining exposure is simply to spread awareness. There is a new, fun, and fresh stylist in the Columbus area and social media is one way to get the word out. Currently, SSB is making about $500/month. When you factor in the cost of the hair care and makeup products used, as well as the booth rent (which increases by $25 every month), SSB’s take-home pay or net pay is significantly less.

Strategies

G2: Increase clientele by 33%.

Strategy: In order to increase sales, you need to rely on your target audience to believe in your brand and support you by endorsing your brand, product, or services. In order for that to happen methods of advertisement need to be utilized, in order to pull the people in. Knowing what it is that the people like is another important factor in ensuring that you are providing the services and products that your target market desire.

In addition, it will be necessary to take a look at the competition, in order to see what it working and what needs to be done to stand out. By knowing this information, SSB will be able to attract and maintain a reasonable amount of clientele.

Tactics

G1: To increase the monthly revenue of SSB by 50%

Tactics:

1. In order to gain exposure through social media, we need to ensure that photos are taken of the body of work. Whether a hairstyle is completed or a face is made up, it is vital that SSB captures the images and post them on its various social media sites. SSB will use specific hashtags (#) used for the purpose of people searching for images and posts with a common topic. For example, by tagging each image with #MUA, #HairStylist, or #Columbus, this allows SSB’s posts and images to be seen by everyone who is searching those specific words2. Visit www.vistaprint.com and purchase business cards and flyers. In order to increase monthly revenue, it is important for SSB to get the word out about the products and services that she offers by giving cards to current family, friends and clientele. Also distribute promotional materials to local stores, in the area.

3. Research industry events and become a part of the Columbus-area fashion scene. Networking at these events and displaying talents as a stylist will open up doors for increased clientele and revenue.

Tactics

G2: Increase regular clientele by 33%.

Tactics: 1. To know what services and products the target markets likes, as it relates to hair and makeup, quantitative data will be collected via two surveys. Eight multiple choice questions will be developed for both surveys, discussing the types of hair and makeup products people can’t live without, as well as how much they are willing to pay for said services. It is easier to service clients when you know what services and products they like. The second survey will consist of the same questions, as it relates to makeup.2. Looking at the competition to see what specials they may be offering their clientele will give SSB the opportunity to adjust her promotions, in order to create competitive offers and gain more clientele. Increasing exposure (objective #1) will also play a major role in increasing the number of clientele.3. Review feedback and repost client testimonials and selfies. Have clientele include specific hashtags to any photos they post, as well as include SSB in the post, making it easier for those attracted to word-of-mouth advertising to contact SSB directly.

Calendar

January February March April May

Meet with SSB to discuss PR plan

Inquire about styling at the Drauma Fashion show

Check advertising fees for radio show

Drauma Fashion Show—March 21, 2015

Order Flyers

Analyze survey data

Track revenue

Track revenue

Track revenue

Budget

Paper promotions (Business cards/flyers): $200.00Products (Hair and makeup): $200.00Booth Rent:$200.00Advertising fee:Still awaiting rateCustomer Promotions: (Customer Appreciation/Birthdays): $100.00Misc. Event Registration Fees: $100.00Incidentals: $100.00

***Note: Budget may be adjusted as project continues

Evaluation

In order to monitor the revenue that has come in, SSB will keep track of all monies received from services. Knowing where she started from, this will give us an idea of the amount of increase was received.

When new clients book an appointment, they will be asked how they heard of SSB (through word-of-mouth, social media, flyers, etc.) This will allow SSB to see which marketing and promotional techniques actually work to bring in new clientele. In order to monitor social media activity, Google Analytics will be used, in order to check online measurements associated with SSB. Based on the information from the surveys, does adjusting some services that are of interest to the target audience bring them back as regular customers?

*** This plan will expand over the course of six months, in order to, fully attempt to accomplish the goals and objectives of the plan. Depending on the results, adjustments will or will not be made to the PR Plan, in order to, guarantee the success of Sydney Steward Beauty.

References

United States Census Bureau. Retrieved on April 28, 2015 from http://quickfacts.census.gov/qfd/states/39/3918000.html.

(2012). Columbus Ranked #3 City in the US for Fashion Design. Retrieved on April 28, 2015 from http://www.columbusunderground.com/forums/topic/columbus-fashion-

sceneor-lack-thereof.