BIRDS BARBERSHOPa media plan by albatross

TABLE OF CONTENTS

03 Introducing Albatross

06 An Introduction

07 Executive Summary

08 Campaign Scope

09 Campaign Objectives

10 Situation Analysis

11 Brand Profile, Target Markets

13 Geographic Profile

14 Competitors

16 SWOT Analysis

18 Media Vision

20 Recommendations

21 Flight One

22 Flight Two

24 Flight Three

25 Ongoing Efforts

26 Media Menu

27 Budget

28 Budget By Flight

29 A Call to Action

INTRODUCING ALBATROSSHi. We’re Albatross.

It’s a pleasure to meet you.

03

ABOUT ALBATROSS

daniel diazDaniel Diaz is a third year advertising major. Straight out of Midland Texas, he is currently finding new inspirations in the great city of Austin. His eye for eccentric details and composed personality makes him ready to take on any task with an open and strategic mind. He enjoys a wide range of music from the deep bass of hip-hop to the fast tempos of electronic. While he’s not seeking adventure in the streets of Austin, Daniel enjoys rock-climbing and having a nice cold drink outdoors.

harrison thomasHarrison Thomas is a third year Public Relations major from Richardson, Texas. He enjoys hanging out with friends and finding new places to hang out in Austin. His passions include music, history, and most of all sports, especially football and soccer. On Saturday afternoons in the fall you can find him cheering on his beloved Longhorns toward another victory.

cookie desilvaRuwendika “Cookie” DeSilva is a native Austinite in her third year at The University of Texas at Austin. She is studying public relations while earning a Business Foundations certificate. deSilva serves as web project manager and communications intern for Austin-based marketing boutique VisionEdge Marketing. She also enjoys volunteering with the Austin Victory Tutoring Program, long-distance running, NBC comedies and eating food from trailers.

stanley thaiStanley Thai is a third-year advertising and RTF student at the University of Texas at Austin. From Sugar Land, Texas, he is the Design Officer of the SEC Film Committee, making posters for their weekly film showings. In his free time, Stanley loves to watch films and cook.

04

ABOUT ALBATROSS

brittany thomasBrittany Thomas is a 22-year-old public relations senior at The University of Texas at Austin. She is the founder of the charity event Heels for Hope and serves as PR chair for Colleges Against Cancer as well as UT Relay for Life. She has had the opportunity to work with various event planning and PR companies in Austin such as BZ Events, Lazyzach.com and The American Cancer Society. She is currently serving as the events specialist for Posh Bridal Lounge, handling scheduling and communications as well as the coordination of the marketing events held throughout the year.

matina toumanidisMatina Toumanidis is a third-year public relations student at The University of Texas at Austin. Toumanidis joined Texas Tower Public Relations in 2010 and serves as an account associate for the Texas Exes Alumni Association and the Better Business Bureau of Austin. Toumanidis is a public relations intern for National Instruments, an international corporation specializing in automated test equipment and virtual instrumentation software. A native of Kavala, Greece, Toumanidis enjoys spending her free time cooking traditional Greek food and being with family.

amanda safferAmanda Saffer is a third year Advertising major at the University of Texas at Austin. Saffer serves as a project manager and web and graphic designer at Landes Bioscience, an Austin-based publisher of over 40 medical journals. She routinely works on Landes Bioscience’s startup 700 for Science, doing everything from creating promotional materials to collaborating on major marketing and branding decisions. In her free time, she hones her skills as a freelance web designer and developer. As a “jack of all trades”, she is ready to come into any project with an open mind.

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AN INTRODUCTIONAn overview of the media plan for

Birds Barbershop.

06

Birds Barbershop, a niche hair salon founded in Austin, Texas, is opening a new store in Peoria, Illinois. The company plans on placing their storefront in the thriving RiverFront area - a hub for arts, music, dining and entertainment on the banks of the Illinois River - on March 16th, 2013. In order to achieve success in this promising new market, Birds must translate its unique brand identity into a campaign that targets young adults who seek exciting, personal experiences - even in a haircut. More specifically, Birds aims to achieve three target objectives for this launch:

• Inform target audiences in Peoria about Birds’ new location, product line and grand opening

• Provide incentive for consumers to visit the new location and purchase VERB products

• Inspire consumers to meet, know, and love Birds Barbershop.

Our agency, Albatross, started by defining Birds’ established image here in Austin and identifying key similarities and differences between the cities of Austin and Peoria. Careful analysis of these similarities and differences revealed that in order to embed Birds Barbershop into the Peorian community, the differences must be considered in our media strategy and must ultimately be embraced by the Birds. Birds must promote themselves where Peorians are by becoming involved in community events, social gatherings and local schools, inspiring the city to embrace the business naturally.

In order to achieve this acceptance, Albatross’ media strategy centers highly around appealing to young target markets in Peoria. Birds’ primary target audience of the 20-something ‘modernists’ who spend significant time online and enjoy attending large social gatherings. Our secondary market is comprised of 30-something ‘adventurers’ who have settled down, but

are still young and audacious at heart. Young adults are the trendsetters and opinion leaders amongst their peers and by targeting this key demographic, Birds’ popularity will spread quickly via word of mouth.

In order to build relations with this new community, three media flights will be launched around each season along with a continuous online presence to put Birds at the forefront of the consumer’s mind. The first flight, “See Us: St. Patrick’s Day Launch” utilizes an array of traditional media to heighten brand exposure and consumer awareness of Birds arrival in Peoria. Flight two, “Know Us: Birds Summer Party” is geared toward taking advantage of the hot summer months and helping to familiarize current and potential customers with the VERB product line. Magazine, internet advertisements and direct mail will be used to spread the word about the party. Flight three, “Love Us: Jingle Bell ROCK” will build community relations through the use of spotify, radio, bus and billboard ads to sponsor a holiday-themed “battle of the bands” concert on the local university’s campus.

Through this pulsed approach, Birds will be well on its way to building a new nest in Peoria.

EXECUTIVE SUMMARY

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CAMPAIGN SCOPEWhen childhood friends Jayson Rapaport and Michael Portman left their lives on Wall Street to open a barbershop in Austin, Texas, they could never have imagined the iconic, thriving brand that Birds would become. Since 2006, the business has expanded to a total of six locations around Austin - each serving as a unique tribute to the city and the culture in which they were established.

On March 19, 2013, Birds’ seventh store will open in the RiverFront area of Peoria, Illinois. Albatross has developed a plan to translate the brand’s success from Austin to Peoria - offering all the same services with a twist. With our suggested media strategy, Birds Barbershop will build a new nest in Peoria - one that combines the edginess of Austin with the sensibility of Peoria. We will aim to tap into the hearts of Peorians who seek a unique experience - one that Birds aims to fulfill.

Kicking off our campaign on February 24th and continuing through December 13th, we will set in place three flight plans coupled with a continuous online presence to convert $75,000 into useful exposure for Birds Barbershop. The three flights are placed in each season for the new store in Peoria, with spring, summer and holiday themed flights. Albatross’ plan expresses the Birds brand as a unique, valuable and connected business that gives each customer a reason to keep coming back.

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The goal for this Media campaign is to increase the overall buzz about Birds Barbershop in Peoria, Illinois through building their overall profit and client base. In order to accomplish this, Birds must increase the number of cuts and styles performed each day. Traffic building events must be implemented in the community in order to gain popularity and establish a presence in Peoria.

Inform

Educate target audiences in Peoria about the Birds Barbershop, its location, product line and grand opening. Incentivize

Recommend creative communication points that drive local Peoria in-store appointments and sales of VERB product. Inspire

Secure a special place for Birds Barbershop in the target audience’s mind.

CAMPAIGN OBJECTIVES

specific objectives

MARKETINGPerform a minimum of 20 cuts/styles per weekday and 35 cuts/styles per weekend day within the first month of operations.

Sustain a regular average traffic count of 30 cuts/styles per weekday and 45 cuts/styles per weekend day thought the first year of operations.

Achieve an average of $4,500 in monthly sales of VERB product.

Develop a client database of 1,500 consumers in a core group by the end of 2013.

ADVERTISINGAchieve a 75 percent awareness of the Birds name, and a 50 percent knowledge of the new Birds location among the target selected.

Achieve a 50 percent awareness and 35 percent preference of the VERB product amount the target selected.

Successfully support two major traffic-building events, establishing one of these events as a long-term tool for future Birds campaigns.

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SITUATION ANALYSIS“Research is formalized curiosity. It

is poking and prying with a purpose.”- Zora Neale Hurston

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The Birds brand is straightforward. It is all about making the haircut experience exactly that – an experience – while providing affordable, quality haircuts to men, women and children. Unlike larger haircut chains, Birds stays true to its roots. All six locations are strictly walk-in, outfitted with big murals by local art legends, free Wi-Fi, old school arcade games, a curated mixtape soundtrack and a free Shiner beer with every cut. The staff at Birds

is dedicated to seeing that their stores provide personal attention and quality services to their valued customers – both old and new – by specializing in six original haircuts that are customized to fit each individual’s request. The barbershop also hosts a line of professional, unisex styling products - titled VERB - that boasts all-natural, affordable quality to meet the high standards of every on-the-go client.

BRAND PROFILE

TARGET MARKETSAt Birds, everyone is welcome. However, in order to successfully launch a new store, Albatross will help Birds Barbershop streamline their advertising efforts to target the younger audiences with which it has stronger ties. Because Birds Barbershop in Austin attracts 20- and 30- somethings1 and 47% of Peoria’s population falls within this age group2, the Birds plan in Peoria will address two specific targets within these parameters: Modernists and Adventurers.

1 Yelp, http://www.yelp.com/biz/birds-barbershop-austin, 2 Peoria Market Profile, Blackboard, 3 Mintel, Social Networking - US - January 2012, http://academic.mintel.com.ezproxy.lib.utexas.edu/display/590566/?highlight=true, 4 Mintel, YA Leisure Trends, Nov 2009 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/496696/, 5 Mintel, Word of Mouth and Viral Marketing, Apr 2009

MODERNISTS, IN THEIR 20SThis age group contains a wide range of people, from college students to young professionals. This contemporary market is more likely to use the internet on a daily basis3 and spends more on leisure activities4, making them ideal targets for the casual, yet modern atmosphere at Birds. In addition, they are more likely to be influentials and share their interests and opinions with others5 through vehicles like social media.

Why? This is the profile of the most common, “hip” Birds customer; the very definition of effortless cool. They feel comfortable at Birds because it is in line with their style and interests: pop culture, video games, beer, music, and art. They are happy to support a local business that they can relate to; they do not see Birds as just a salon, they see it as an accepting community and a place to unwind.

Modernist Consumer Profile & Secondary Target Overview >

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TARGET MARKETS CONTINUED

1 Mintel, Marketing to the Modern Family, http://academic.mintel.com.ezproxy.lib.utexas.edu/display/586870/?highlight=true#hit12 Why Women Still Can’t Have It All http://www.theatlantic.com/magazine/archive/2012/07/why-women-still-cant-have-it-all/309020/

Caleb is an entry-level web developer beginning his career after graduating from Bradley University. Although he spends a lot of time on the Internet and social networking sites, he still has an active social life. His favorite leisure activities include attending local concerts, bar hopping on the weekends, and hanging out with coworkers and friends. Caleb takes pride in his personal style and has more than a few favorite clothing stores, but he might not have this same luck with a hair stylist. Birds exists to fulfill that need.

MODERNIST PROFILE: CALEB, AGE 23

ADVENTURERS, IN THEIR 30SAlthough they may have families and careers, 30-somethings haven’t lost their sense of youth or individualism. Not only are people having children at later ages1, but there is a rising number of parents, women especially, that are focusing on their careers and themselves in addition to raising children2. These two phenomenon signify a departure from the old days of getting married and settling down and defines a generation of youthful, fun-loving adults.

Sarah works as an optometrist during the week and is happily married with two young children. She loves her family and has an active social life and often goes out in order to de-stress and unwind. Because of her lifestyle, Sarah has a regular babysitter that she hires a few times a month to watch her children. She loves being a mother and a wife, but she also hasn’t lost sight of the things that make her unique and happy, including watching a good movie with friends, recreational sports, and treating herself at the salon.

ADVENTURER PROFILE: SARAH, AGE 34

Why? This consumer does not consider themselves high maintenance enough to warrant a special salon visit, but requires more professionalism than what a low-cost chain can offer. This, along with a light-hearted and fun-loving style, means that they’re seeking out a place where they can feel at home. Birds fits this niche perfectly by welcoming a diversity of people who desire different hairstyles without suggesting that certain styles, individuals, or personalities do not belong.

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Peoria, Illinois - perched on the banks of the Illinois River - is home to approximately 497,000 people.1 Established in 1691, Peoria has since grown to include a diverse array of corporate, governmental, educational and medical facilities, making it an attractive place for young people to settle. Over the years, It has come to be known as the perfect “All- American City”; so much so that the phrase “Will it play in Peoria?” has become a popular adage believed to predict the success of a product in mainstream

markets.2 In 2009, it was ranked as the fifth best mid-sized city to launch a small business by CNN and Fortune Small Business.3 It was also ranked one of the “50 Next Great Adventure Towns” in the U.S. in a 2008 issue of National Geographic Adventure magazine. This ranking was mainly based on the extensive mountain biking trails in and around the city and the live entertainment options found on the RiverFront.4

GEOGRAPHIC PROFILE

1 Peoria Market Profile, 2 Peoria, IL http://en.wikipedia.org/wiki/Peoria,_Illinois, 3 http://money.cnn.com/smallbusiness/best_places_launch/2009/snapshot/254.html , 4 http://www.ci.peoria.il.us/peoria-riverfront

RIVERFRONTOriginally, the RiverFront District was the center of business and industry, offering merchants and industrialists easy access to water and rail transportation. Today, it is the heart of arts, dining and entertainment in Peoria, lending itself well to the young demographic that constitutes a large portion of its residents.4

COMPARING PEORIA & AUSTINPEORIAPeoria County2012 Peoria metropolitan population: 497,300Males (47.65%)Females (52.4%)Median resident age: 34

Compared to Illinois media: 42Median Household Income: $44, 893

AUSTINTravis County2012 Austin metropolitan population: 1,818,740Males (50.6%)Females (49.9%)Median resident age: 31

Compared to Texas median: 40.8Median household Income: $50, 132

Comparing Peoria and AustinIn-Depth >

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1 Mintel, Professional Beauty Services http://academic.mintel.com.ezproxy.lib.utexas.edu/display/194330/?highlight=true#hit1 , 2 http://www.pureblisspeoria.com, 3 http://www.yelp.com/biz/joanns-metropole-peoria#query:barber%20shop

GEOGRAPHIC PROFILECONTINUED

COMPARING PEORIA TO AUSTINBecause Birds thrives in the Austin culture, it’s important to consider what differences there are between Peoria and Austin in order to tailor the Birds experience effectively for the new market. One of these differences is weather. While Austin is warm and humid for most of the year, Peoria has more defined seasons, which may affect haircuts differently1. The cities are also different psychographically, with Peoria being a conservative, “All-American City” and Austin being very liberal and proud of it (“Keep Austin Weird”). These differences may mirror themselves in the personal style of the residents.

Despite these differences, however, there are a few defining characteristics these cities share. Both have popular entertainment hubs in the Riverfront district and the South Congress area, and both hold large annual events such as the St. Patrick’s Day Parade in Peoria and Austin City Limits. There are also many colleges nearby and similar demographics in each area.

COMPETITORS

Pure Bliss Hair Studio and Day Spahttp://www.pureblisspeoria.com/Location: 624 West Glen Avenue, Peoria, IL

A touch of modern and fun in the town of Peoria, Pure Bliss is a gender-friendly, age-friendly salon offering many services. This salon is active within the Peoria community, partnering with local charities to offer their services to those in need. Pure Bliss differentiates itself further by hosting “Princess Parties” for children. The salon carries a full line of Aveda products and practices standard industry techniques. These popular, more, familiar products could outshine Birds’ more niche VERB hair products.

Joann’s Metropolehttp://www.yelp.com/biz/joanns-metropole-peoria#query:barber%20shopLocation: 4928 N Hamilton Rd Ste A Peoria, IL 61614

Joann’s Metropole is a barbershop that offers styles for both males and females. It has an all-female staff, which helps to attract women, despite their position as a barbershop. Because Joann’s has a similar appeal, they may offset Birds’ growth in this market. The barbershop also is known for accepting walk-ins more frequently than most of their competitors.

PRIMARY COMPETITION

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1 http://www.bellezzahairdesign.com, 2 http://www.supercuts.com/, 3 http://www.smartstyle.com

COMPETITORSCONTINUED

Bellezza Hair Designhttp://www.bellezzahairdesign.comLocation: 4812 North Prospect Road, Peoria Heights, IL 61616

Bellezza is a picturesque, full service salon located within the hustle and bustle of downtown Peoria Heights. The antique building design, coupled with an intimate mood created by candles and scents makes the customer’s experience here one of relaxation. The salon, which caters mostly to women, offers amenities including body treatments, make-up application, haircuts, colors and waxing. Because Bellezza is a full-service salon and essentially a “one-stop beauty shop”, it falls into the secondary competitor category.

SuperCutshttp://www.supercuts.com/Location: 1800 N Knoxville Ave Ste 4, Peoria, IL

Chain salons like Supercuts appeal mostly to men due to their low prices, walk-in availability and fast service. Supercuts carries a wide variety of salon-worthy products such as Paul Mitchell and Redken. The coupling of low price products and haircuts makes Supercuts and stores like it viable competitors when targeting thrifty consumers.

SmartStyle Family Hair Salonhttp://www.smartstyle.com/Location: 401 River Road, East Peoria, IL

SmartStyle Family Hair Salons are located exclusively in Walmart stores. These salons cater to men, women, and children who want the ultimate low price. SmartStyle also carries a full line of affordable professional haircare products such as Bed Head, Biolage, and Catwalk. Similar to Supercuts, SmartStyle’s vast selection of products and convenient location inside of a mega-store such as Walmart makes it a threat to Birds.

SECONDARY COMPETITION

Large Chains

High-End Salons

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1 http://www.cbsnews.com/8301-505143_162-40243329/i-couldnt-find-the-right-products-to-sell-so-i-made-my-own/, 2 http://peoriariverfront.com/themes/peoriarivertheme/map/map.htm, 3 http://www.modernsalon.com/features/What-Clients-Want-from-Hair-Stylists-136961578.html

SWOT ANALYSIS

STRENGTHSThe one-of-a-kind experience that Birds offers in the Austin area is the key to its success. Because of the similar geographic profiles of Austin and Peoria, Birds can use its strengths to successfully build its nest in the Peorian market.

• CustomerserviCe• mid-LeveLpriCing• Funbrand:oFFersFreebeer,wi-Fi,

andentertainment• uniqueandinvitingatmosphere• unisex/gender-neutraLappeaL

Birds’ rock-and-roll atmosphere offers a new take on the classic American barbershop where people can go to socialize. While the customer waits to meet with a stylist, they can enjoy free wi-fi, vintage arcade games like Pac-Man, and a complimentary beer. These perks, combined with Birds’ mid-level pricing and gender-neutral appeal1, create a unique yet inviting atmosphere.

WEAKNESSESBirds Barbershop is considered one of the more youthful, “hip” places to get a haircut in Austin. For this reason, misconceptions about the type of clientele and quality of service could be made by customers who do not consider themselves to be particularly trendy and therefore avert to the Birds experience. In addition, Birds’ “no-appointment” policy may be misconstrued as a lack of business structure while its heavy Austin roots may be too thick for growth in a new location.

• reLativeLyunknownoutsideoFaustin• brandpositionsitseLFinawaythat

mayexCLudesomeConsumers• mightbetoorootedinaustin

CuLture,preventingitFromtransLatingweLLtoothermarkets

• LessConvenientthanseCondaryCompetitorsLikesuperCutsorsmartstyLe

• no-appointmentpoLiCymaybeseenasLaCkoFbusinessstruCture

OPPORTUNITIESBirds will be located in the ever-growing and popular RiverFront area. The location, in addition to being an opportunity to partner up with local businesses2, provides a chance to grow and gain the sense of community that exists in the Austin shops. One of Birds’ biggest opportunities lies in women. Because women tend to have more loyalty to salons and personal stylists3, focusing on female audience can gain Birds long-lasting relationships and brand loyalty. Furthermore, the music and art-loving vibe of Birds will appeal to college students in the area.

• LoCation;riverFrontisanewandpopuLardeveLopment

• opportunitytodeveLoppartnershipswithLoCaLbusinesses

• LoCaLuniversities(bradLeyuniversity,midstateCoLLege,universityoFiLLinois)

• opportunitytoestabLishLong-LastingreLationshipswithFemaLeCLients

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1 http://peoriariverfront.com/themes/peoriarivertheme/map/map.htm,

SWOT ANALYSISCONTINUED

THREATSLarge chain competitors like SuperCuts and SmartStyle Salons have the fiscal capacity to offer their services for a much lower price than Birds Barbershop. This, in addition to the current economic recession, could influence potential customers to spend no more than the minimum on a haircut. The convenience of high-end salons which offer multiple services (hair, nails, waxing, massage etc.) within the same facility is attractive to adults (especially women) who have little time to spend traveling from place to place. Furthermore, customer loyalty to other salons and stylists could pose a threat when opening a business with little to no reputation in the state of Illinois.

• stateoFtheeConomymaydrivepotentiaLCustomerstospendLessmoney

• LowpriCesoFFeredbyLargeChains• high-endsaLonsthatoFFerthe

ConvenienCeoFmanyserviCesinoneFaCiLity

• CustomerLoyaLty/introduCtiontonewdma

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MEDIA VISIONBuilding a nest in Peoria

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BUILDING A NEST IN PEORIABecause Birds Barbershop is so effortlessly “Austin”, we recognize the challenge of introducing this dynamic brand to a different market. We are not just trying to introduce ourselves to a new market – we are trying to become an integral part of a thriving community. Birds’ great strength is its community spirit – which is why it is not just a barbershop – it is a gathering place, a destination, and a community all its own. When clients come to Birds, they come to get a great haircut and have fun – no judgment, no expectations. Now that Birds has chosen to expand, we have the opportunity to create another unique gathering place for an entirely new community – something that Peoria can call its own. Let’s get started.

Meet UsBirds will introduce itself to Peoria in classic Birds style – with fun, excitement, and spirit at the annual St. Patrick’s Day parade. We will come in with a bang – and it will pay off when people remember the Birds name.

Know UsSummer is the perfect time to have some fun with Birds! We will get to know the community more intimately with a summer party that highlights the natural neighborhood aesthetic of the brand. In addition, customers and employees alike will try to capture the spirit of Birds through photos – the winning of which will become the face of a future campaign.

Love UsAfter Birds has established itself, we will turn our attention to getting involved with the things our community loves most. For Birds, this means sponsoring a local concert event that will benefit Blue Santa.

MEDIA VISION

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RECOMMENDATIONSPlease have a seat.

We have some things to discuss.

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ST. PATRICK’S DAY LAUNCHSUMMARYBirds Barbershop will introduce itself to the Peoria community by participating in the city’s 33rd annual St. Patrick’s Day celebration on March 17th. Drawing in around 25,000 attendees annually, the St. Patrick’s Day parade is a natural launching point to acquaint Birds with its new community. This, in conjunction with a party at a local pub later that night, will help put Birds on the map for Peoria residents.

RadioFor the two weeks prior to the St. Patrick’s day parade, Birds will purchase a total of 225 TRPs throughout the AM, Day, PM, and Evening dayparts for audiences over the age of 18. This equates to a reach of 75 at a frequency of 3. Since our target markets cover consumers aged 20-40, this purchase will reach both targets. AM and PM dayparts are more heavily emphasized within the budget in order to target potential clientele as they drive to and from work or school.

OOHWe will place two billboards in Peoria for four weeks a piece. These billboards will catch the attention of our consumers on their way to work, as well as generate curiosity in all those who drive by. The billboards will display the Birds brand on Interstate 74 and Highway 150 , two major thoroughfares, and will boost our other efforts by increasing brand awareness.

NewspaperPeoria Star Journal: From February 24th until March 24th, we will run 5 column inch advertisements three times per week in the Peoria Star Journal. The Peoria Star Journal is read by more than seventy thousand locals daily1, making it a strong vehicle for a wide range of exposure in this flight. In addition to the

weekday placements, we will run the advertisement twice over the weekend before the parade to ensure exposure to Peorians who read the paper strictly on weekends.

MagazineThe Peorian: We will run one full page and one half page ad in The Peorian during our flight. The magazine is published bi-monthly so both of our placements will appear in the March/April issue. The Peorian is the area’s leading entertainment magazine and is where locals turn to when they need to know about businesses and events in their community. Advertising in this publication will further ingrain Birds into the Peoria community and expand the amount of people we are getting our message to.

AlternativeThe advertising funds for this flight will create awareness of Birds Barbershop as well as their presence at the annual St. Patrick’s Day parade. The parade will introduce Birds to the community as well as serve as a kickoff point for the media plan. Birds will participate in the event by renting and driving a classic car, which will be adorned with two large Birds banners, in the parade. Employees will hand out koozies to parade-goers, which will include coupons to encourage Peorians to experience a haircut at Birds as well as invite them to come out to an event later that night at a local pub. The koozies will feature the Birds logo in addition to that of the pub, allowing us to split the cost of the koozies, an important fact considering we will be handing out 10,000 of them at the parade. After the parade, the focus of our event will then shift to the pub, where we will sponsor a party. Birds will continue the St. Patrick’s celebration into the evening, staying true to their Texas roots by offering beer specials on Shiner and Birds-branded coasters at the pub, presenting themselves as a laid-back company ready to establish long-lasting relationships with Peorians.

FLIGHT ONE: MEET US

1 http://www.pjstar.com/contact 21

BIRDS SUMMER PARTYSUMMARYBirds’ second flight will occur during the month of July and end with a Birds Summer Party. The purpose of this flight is to encourage customers to get to know the Birds family during the hot summer months when haircuts are necessary and people may be inspired to try new styles. A portion of our alternative budget will go towards hosting the summer party and inviting the community to mingle with the Birds staff and products. The party will feature live music by a local band, free beer, and a VERB product giveaway. Guests and other Birds fans will also be encouraged to tweet photos that captures Birds’ style and essence. The winning photo or photos will be chosen to represent Birds in a future campaign.

MagazineDuring the second flight, Birds will run 1 full page and 2 half page color ads in The Peorian’s July/August issue in order to raise awareness of the Birds Summer Party on July 31st. Although the magazine issue runs past the party date, it is still a better option than the May/June issue due to timeliness and relevance. To continue creating buzz for the event, Birds will also run one 1/2 page and two 1/6 page black and white ads in Illinois Country Living during July, a monthly magazine that allows Birds to reach over one hundred eighty thousand rural lifestyle readers1 and hopefully make an impact in the secondary target market.

InternetDuring the month of July, Birds will place Facebook ads targeting people in their 20s and 30s in Peoria in order to increase awareness of the summer party as well as to drive traffic to the Birds Facebook page. By purchasing 20,000 impressions and setting a daily budget of 350, we can ensure Facebook ads

will be seen for at least 20 days. This effort will add to the effects of the continuous Facebook activity throughout the plan, promoting awareness of the Birds brand and Summer Party and encouraging online community.

Birds will also use search engine marketing through Google Adwords during the same month with paid search terms such as “peoria haircut,” “peoria barbershop,” and “peoria salon.” By purchasing 4,000 impressions with a maximum daily budget of $333, we can ensure our campaign will run for at least 12 days and grant more online exposure to users searching for haircuts in Peoria.

Direct Mail1,750 magnet calendars adorned with the Birds logo will be sent out to customers one month before the summer party. The custom-made calendar will include the dates to Birds’ upcoming events, as well as serve as a reminder of the Birds name each time clients visit their fridge.

AlternativeFor the summer party on July 31st, we will set aside $500 for a local rock band in Peoria to play live music, further ingraining ourselves to the community while staying true to Birds’ electric image. During the party, attendees can have a great time while getting to know the stylists on a more personal level, allowing Birds to build real relationships.

In addition, attendees and Birds twitter followers will be encouraged to tweet their best Birds photos to @BirdsPeoria. This can be anything from having a good time at Birds to rocking a new hairstyle, it just has to capture the Birds brand essence. Winning photos will be used in future Birds campaigns. By allowing Birds fans to get involved in the promotional effort, they will feel more connected to the brand.

FLIGHT TWO: KNOW US

1 Illinois Country Living Media Kit22

Alternative, continuedBirds will also be giving away VERB products to help build awareness of the haircare commodity. Because consumers, especially women, are more likely to purchase a hair care product if their stylist or friend recommends it, holding a VERB giveaway is likely to boost word-of-mouth promotion. And, because VERB is relatively cheap compared to other salon products, consumers who feel cheaper products work just as well may be swayed to the VERB brand.1

DID YOU KNOW?1

• Women are more likely to buy a haircare product if their stylist or friend recommends it?

• Men are more likely to buy a haircare product if their stylist recommends it?

• Hair products like shampoo and conditioner as well as styling products are the most frequently purchased beauty products out of consumers who use professional beauty services?

• That the number one reason for consumers not purchasing professional haircare products is that they think cheaper products work just as well?

FLIGHT TWO: KNOW US

1 Mintel, Professional Beauty Services 2005, http://academic.mintel.com.ezproxy.lib.utexas.edu/display/194330/?highlight=true#hit123

JINGLE BELL ROCKBirds’ third and final media flight will extend from October through the end of December and will help solidify Birds’ presence as part of the community. Because Birds’ image relies heavily on music and art, the third flight concentrates on growing the Birds community through promotions following the theme of music. A large portion of our alternative budget will go toward sponsoring a “battle of the bands” benefit concert on a university campus and handing out coupons at college basketball games. Following this, Birds will use internet, radio and out of home efforts to solidify the Birds brand in the mind of Peorians and close out the year with a bang.

AlternativeJingle Bell Rock: Peoria’s First Annual Battle of the BandsOn December 14th, 2013, Birds will host a “battle of the bands” benefit concert at the Renaissance Coliseum venue on the Bradley University campus. Entrance will require that each family/group bring a gift to donate the local chapter of Operation Santa, a non-profit organization that distributes gifts to those who cannot afford any during the holiday season. When participants, friends and families see Birds Barbershop as the sponsor making an effort to give back to the community, we will be one step closer to meeting our media vision of becoming a valued member of Peoria.

Bradley Braves Basketball: CouponsWe plan to further infuse ourselves into our new community by participating in Bradley University home basketball games. When the Braves bring home a win, we will man the entrances of Renaissance Coliseum and distribute coupons for discounted haircuts at Birds. The coupons will also advertise the battle of the bands concert. We have accounted for 10,000 impressions (coupons) based on the Braves’ past win/loss records.1 We plan to use money from our allotted contingency in the case of an extra-winning season.

SpotifySpotify is a fast-growing online music service that has a large music-loving listening audience in the age range of 18 to 34 (approximately 69 percent of listeners)2. Because of Spotify’s audience and geo-targeting capabilities, it is possible for Birds to advertise directly to Peorians in both target markets (20s and 30s) through this service. Audio and banner ads placed on Spotify will garner 3,000 impressions per day for 30 days prior to the concert.

RadioFor two weeks leading up to the day of the concert, 140 TRPs will be purchased each day in AM, Day, PM, and Evening dayparts. Birds will purchase points in the adults 18+ demographic in order to reach all of our target consumers as they drive to work and school. These ads will reach the entire Peoria DMA.

OOHBillboardA billboard will be present during the month of October to keep Birds’ name in the mind of consumers that continue to commute down Interstate 74. These billboards will catch the eye of our consumers on their way to work, as well as generate curiosity in all those who drive by.

Bus For two months leading up to the benefit concert, commuters as well as pedestrians will be exposed to the 140’ x 30’ Birds advertisements placed on buses within Peoria’s own public mass transit system, CityLink. The chosen routes will serve to garner the most exposure to our target audience for this flight: modernists. Routes:

#4 - Knoxville. Servicing downtown Peoria, Medical center and Mid-State College.#5 - Main. Servicing the north side of Bradley University and the Federal/county courthouses.#1 - University. Servicing a large shopping district and the south side of Bradley University.

FLIGHT THREE: LOVE US

1 http://ncaa-basketball.findthedata.org/q/107/3347/What-is-the-Bradley-Braves-overall-winning-percentage-for-college-basketball, 2 Spotify Media Kit

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ONLINE PRESENCEBecause Birds is active online, it is essential that the online presence for Peoria and Austin markets are split before the store opens and the media flights begin. Albatross suggests making birdsbarbershop.com a portal that connects to both birdsaustin.com and birdspeoria.com. The split will also happen on all active social networks such as Facebook and Twitter so geographically relevant information can be delivered to each audience.

In order to stay connected to the Birds client base between flights, the social media branch of our plan will be active throughout the year. To accomplish this, Birds will need to hire a social media intern for $2,000.00 over the course of a year.

Social MediaPinterestPinterest’s simplicity makes it an ideal online space to communicate brand essence. By revamping Birds’ Pinterest page, we can convey the idea behind the brand and share the values that makes it unique, including its original image and . Because 97% of Pinterest users are women1, we can appeal to a female market and develop a connection that will hopefully translate into a lasting relationship.

FacebookBecause Facebook is used by over 50% of internet users per day2, continuous outreach and updates will keep an internet-savvy audience in close contact with brand. Outreach can be extended further through sharing of relevant Birds content by consumers.

TwitterOnly 10% of internet users use Twitter on a daily basis, but because the most frequent Twitter users are aged 18-44, it is still a relevant social media platform to reach our target market. Twitter is also a timely social network3, making it ideal for special coupons and other time-sensitive offers.

OTHER STUFF: ONGOING EFFORTS

1 http://www.forbes.com/sites/gyro/2012/04/10/4-reasons-pinterest-wins-with-women-and-facebook-loses/, 2 Mintel, Social Networking - US - January 2012, http://academic.mintel.com.ezproxy.lib.utexas.edu/display/590566/?highlight=true, 3 http://gigaom.com/2012/02/29/if-you-think-twitter-doesnt-break-news-youre-living-in-a-dream-world/

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MEDIA MENU

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BUDGET

Direct  Mail                                  Type   Impressions   CPM   Mailing  Cost       Frequency       Total   %  Budget  Magnet  Calendars   1750   $772.95       $875.00       1   $2,227.66   2.97%  

$2,227.66   2.97%  

Radio                                  Type   TRP   CPP           Weeks       Total   %  Budget  AMD   158   28       2   $8,848.00   11.80%  Day   75   28       2   $4,200.00   5.60%  PMD   125   32       2   $8,000.00   10.67%  Evening   42   12               2   $1,008.00   1.34%  

$22,056.00   29.41%  

Print                                    Newspaper   Circula@on     CPM   Price  per  col  "   Col  "   Inser@ons   Weeks   Total   %  Budget  Peoria  Star  Journal           $88.74   5   3   4   $5,324.40   7.10%               $100.22   5   2   1   $1,002.20   1.34%  Magazines           Color  Full  Page  Rate   Color  Half  Page  Rate                  The  Peorian       $1,360.00       2       $2,720.00   3.63%               $835.00   3       $2,505.00                   B/W  Half    Page  Rate   B/W  1/6  Page  Rate                  Illinois  Country  Living             $2,013.00       1       $2,013.00                       $855.00   2       $1,710.00      

$15,274.60   20.37%  

Online                                  Type   Impressions   CPM           Days   Frequency   Total   %  Budget  Facebook   20,000   $350.00       1   $7,000.00   9.33%  Google  Adwords   4,000   $1,998.00       1   $7,992.00   10.66%  SpoQfy   3,000   $17.00           30       $1,530.00   2.04%  

$16,522.00   22.03%  

OOH                                  Type       CPM   Monthly  Price   Number       Months   Total   %  Budget  Billboard       $5.99   $2,204.00       3   $6,612.00   8.82%  Bus  Sign           $180.00       4   2   $1,440.00   1.92%  

$8,052.00   10.74%  

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BUDGET BY FLIGHT

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A CALL TO ACTION

Albatross promises a great amount of success in the process of moving Birds Barbershop to Peoria,

Illinois. We are aware of the success Birds has cultivated by integrating the business deep within Austin’s

vibrant culture. With this in mind, ALBATROSS will work hard to incorporate the Birds brand into the

spirit of Peoria. All three flights work to build awareness of the Birds brand while simultaneously creating

a lasting relationship with each potential client. Through our pulsed media approach, we hope to remain

within the mind of Peoria consumers for many haircuts to come. In the end, Albatross is seeking to

create strong ties between us, Birds Barbershop, and the people of Peoria.

Thank you from the Albatross Team -

Matina, Daniel, Amanda, Stanley, Cookie, Brittany, and Harrison

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