Marketing Campaign: Overview

Nicole Abeyta Marketing Project Professor Liz Thomas-Hensley Marketing in the 21st Century February 11, 2013 Abeyta 1 Executive Summary: Stephanie Abeyta is an up and coming cosmetologist, she loves art and she expresses it through a variety of creative techniques. Stephanie wants to create trendy looks through hair, makeup, and nail design that will meet the needs of all her customers. Mission: Evolve infinitely in peace, beauty, and Happiness Vision: • Build a mass clientele base •Create Art •Meet the needs of clients Promoting a variety of beauty techniques •Linking with the business community of fashion, weddings and formal events • Promoting stylish trends •Anticipating trends in the fashion world •Advancing lifelong relationships •Respecting the diversity of clients Abeyta 2 Goals: Stephanie’s goal as a cosmetologist is to create beauty, and create magic. Stephanie wants the world to be a happier, beautiful place!! At times she would like to be living in L. A. as Chelsea Handlers personal makeup artist, or doing hair and makeup for fashion shows.

She would also love to own her own salon, maybe design a small clothing line and own a boutique connected to the salon. She would like to have a successful business where her friends and family can work with her, and help her run it. There are many paths that Stephanie would like to take to build her career. The clearest vision she has for herself is to live a happy, inspired life. Stephanie is an artist, and people are her canvas. Giving a beautiful new haircut, a dazzling new color, or something outrageous for a high fashion photo shoot is how she creates art.

This art she creates is beautiful, and spread worldwide by others just like her. She wants to spread beauty and therefore make people happy. History: It started with a braid, a french braid or a cornrow. Blue eye shadow and pink blush, oh yeah, it started at a young age. Paint brushes, water color, sketch pads, oh yeah, it started at a young age. Art wasn’t something she became interested in; it was something that ran through her veins. She was born to create are. She explored many artistic avenues; drawing, painting, nail art, writing, make-up, but it always came back to beauty.

Why not create art with hair and makeup? Stephanie tried to major in psychology, English, media, but it wasn’t until she took her tour at Paul Mitchell the School that she knew that’s where she belonged. She felt at home, and at that point she knew cosmetology was something she was born to do! Abeyta 3 Services Provided: Hair: •Color •Cutting •Styling •Texture (Perms & Relaxers) Nails: •Manicures •Pedicures •Silk Wraps •Acrylic •Nail Design (Free Hand) Spa: •Facials •Waxing Makeup: * Makeup Application Abeyta 4 Competitors: •Fellow Students •Working Professionals (Cosmetologists)

Demographics: •General Public •Fashion Industry •People in Formal Events Current Presence in the Market: Currently there is not a strong presence of Stephanie Abeyta’s individual entity of cosmetology in the social media market. Currently Stephanie is working on a professional Facebook page showcasing the work she has done thus far. Also Stephanie is working on tutorials for nails and makeup techniques to post on YouTube. SWOT Analysis Strengths: •Plenty of room to grow •Special niche with makeup and nails •Creative Abeyta 5 Weaknesses: •No social media •No time for social media Current clients don’t have knowledge about services •Basic knowledge of social media Opportunities: •Exponential amount of room to grow •Stronger interactive presence •Stronger physical presence •Promotion of self •Promotion of creativity •Brand Building •Client Building Threats: •Fellow Students •Working Professionals (Cosmetologists) Abeyta 6 How Stephanie Abeyta’s individual entity of cosmetology’s social media strategy fits into her overall marketing strategy: Stephanie is well aware that having a social media strategy is detrimental to her overall marketing strategy.

Having a strong presence in the social media market, she will have knowledge gained and the view of benefits of utilizing interactive marketing techniques to promote her brand to exciting levels of high rates of returns on investment. Utilizing these interactive marketing techniques successfully will bring high volume of clientele, creating art and evolve infinitely in peace, beauty and happiness. Ultimately reaching the goals of the marketing strategy set forth for her individual entity as a Cosmetologist. Interview:

Stephanie Abeyta, cosmetologist, was generous enough to provide time and valuable insight on the multiplicities and complexities that promote the utilization of interactive marketing within her individual entity. Overall logistics is the driving and controlling entity to where Stephanie establishes her plan of action of whether or not to design and construct a social media presence or not. The interview with Stephanie Abeyta was quite beneficial on the direction of where and how social media will be implemented with her individual entity.

Following is a transcript of the interview I had with Stephanie Abeyta. Abeyta 7 What are your thoughts on social media and its role in Cosmetology? “I believe it plays a big role in cosmetology because hair, makeup, and nail photos are all shared on pintrest, Facebook and other social media platforms. Sharing photos is a great way to get my creative work showcased”. Do you believe having a strong presence in the social media market will help gain clientele? “Yes, I believe more people will see what my capabilities are in regards to hair, nails, and makeup. The more people see my work the better chance of hem becoming potential clients”. What is social media to you and your individual entity? “Social media means exposure of my art and my brand. I believe this will ultimately lead to my goal of building a clientele base”. How does social media work, in recruiting clientele? “People will share my work on all social media platforms and hopefully that will bring potential clients in. if I get clients to like my work they will spread the word to their friends and family”. Abeyta 8 What kind of presence does your individual entity have in the social media market right now? As of right now, I have no forms of social media up, but I am currently working on a professional Facebook that will showcase the work I have done thus far. I am also working on tutorials that will teach interested individuals how to get certain looks with hair, nails, and makeup and I will be posting these tutorials on YouTube”. Identification of the “Why, How, and What’s behind the product or service. Why? – Stephanie Abeyta’s individual entity as of right now does not have a strong presence in the social media market.

With our marketing strategy objectives we would like to build brand awareness and build clientele for Stephanie’s individual entity. We would also like to build a strong presence in the social media market. This will generate an increase in clientele base as well as an increase of awareness of Stephanie’s brand. How? – In order to build brand awareness, clientele and a strong presence in the social media market we will use many strategies incorporating a wide array of social media tools to promote and inform current and future clients.

Our marketing strategy tools, includes the use of all social media platforms such as Facebook, Twitter, YouTube and a personal website for Stephanie Abeyta. We plan to reach out to current and future clients by making it an interactive platform for all to use. Abeyta 9 What? – Using all social media platforms, we intend to strengthen the overall brand of Stephanie Abeyta’s individual entity of cosmetology and emerge into the social media market with a special niche that will give this entity the competitive advantage over all other competitors. Identification of Marketing Objectives:

Marketing Objectives: •Build brand awareness of individual entity •Build a strong presence in the social media market •Increase volume of clientele base Metrics for Success: •Facebook views and followers •Twitter followers •YouTube views and followers •Views of personal website •Increase of clientele (by # visits) Abeyta 10 In order to see how successful our marketing objectives are in this advertising campaign to build brand awareness and clientele of Stephanie’s individual entity we will use Facebook, Twitter and YouTube views, likes, and followers.

We intend to have a least 1,000 followers, likes and views the first year of this campaign to deem our advertising campaign as successful. We will also look at the percentages of visits in the salon, retention and the number of clients who return and compare to the beginning months of this campaign to see if our ROI in this advertising campaign is successful. With using all these metrics for success we hope to achieve a qualitative brand experience that is informing to current and future clients about all services and products Stephanie has to offer.

In the current marketing environment that is surrounded by social media, Facebook, Twitter and YouTube, are the new ways of reaching out to clients. Our social media campaign is not only used to approach clients, but to create a buzz and engagement for current and potential clients. Facebook- Facebook is the most popular social media method as of today. This would be our primary method of reaching out to our target market because so many people are already familiar with this site. Stephanie’s individual entity will utilize Facebook’s timeline to generate client involvement. Clients will be chosen t random and appear as the timeline photo as style of the week. Facebook will also be used to showcase the capabilities of what Stephanie can do as hair, makeup and nails. We will also encourage clients to check in on Facebook so it will show up on their news feed and their friends will start to recognize Stephanie’s creative work. Abeyta 11 An example of a Facebook post: “Check out new spring trends for hair, nails, makeup every Wednesday!!! ” Twitter- This form of social networking is not the largest or the favorite; however, it is growing and has opportunity. The hash tag is an easy way for people to talk about the same subject.

Stephanie will use this hash tag and connect with individuals who enjoy great deals at a salon. The clients that view this hash tag will be introduced to deals and coupons to use with their visit to the salon. An example of a Tweet would be: “Two for one special cut and color all week staring February 6th-14th. Bring promotional code FEB13 to salon!!! #ValentineDeal#Stephanie Abeyta YouTube- A social networking site that is informative and entertaining. Stephanie will use YouTube as a platform to create tutorials that will teach interested individuals how to get certain looks from hair, nails, and makeup that are trending.

First tutorial on updos coming soon! The knowledge gained and experience established throughout building this advertising campaign has been beneficial for both me and Stephanie. It is evident that interactive marketing techniques utilized in various industries can catapult promotion of brands and services to exciting levels of high rates on returns on investment. The denial of social media on industries can be a detriment in substance of competitiveness with rivals and prospects.