edelman public relations

7/23/2019 Edelman Public Relations

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Edelman Public Relations921 11th St, #250,

Sacramento, CA 95814


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Edelman Public Relations

Agency Director

Kimberly Smith(916) 593-7474

Fax: (916) 593-7456

[email protected]

InternJordan Presnell

[email protected]

2
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Memo to ClientMs. Natalie Nelsen

Wildcutz Salon

Sacramento, CA

November 26th, 2013

Dear Natalie,

Thank you for your willingness to work with Edelman Public Relations this semester. My goal

was to develop a mutually beneficial relationship not only between our firms, but also between CSUS

and the CSUS Student Body. I wish for nothing more than to furthermore develop your mission and

vision at this institution. Through research and communications counseling, my vision is to enable a

successful and positive reputation for your salon. Edelman Public Relations is an independent firm

developed in Sacramento, CA.

Kimberly Smith

(916) 593-7474 - Fax: (916) 593-7456

[email protected]

Within the first few weeks, I worked with you to discuss Wildcutz background and current

communications efforts. hen I identified the !rimary communications goals of Wildcutz, and theobstacles that !re"ent you from achie"ing your goals. #ased on this information and my research, I

de"elo!ed a strategic rebranding !ro!osal for a re$release of Wildcutz this S!ring 2%&'. his !ro!osal

will be outlined in written form and !resented to you orally.

he !ro!osal outlines strategies and tactics for a cam!aign in addition to a background analysis of

Wildcutz. ( su!!lementary calendar and budget is included at the end with estimations of the time andmonetary e)!enses incurred in the e)ecution of the cam!aign. I will !ro"ide non$binding

communication consultation strategically designed to achie"e your communication goals.

I ho!e you find my ad"ice to be engaging, effecti"e and creati"e. If you ha"e any *uestions following

this !ro!osal, !lease contact me once more to aid with a su!!lementary res!onse. I am also here to

address any concerns you may ha"e. I can be reached by tele!hone or email.

hank you again for gi"ing me this hands$on e)!erience. I ho!e my research and ideas will hel! you

de"elo! a stronger relationshi! with the student body at Sacramento State +ni"ersity.

Sincerely,

Kimberly A. Smith
mailto:[email protected]:[email protected]


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Edelman Public Relations

-


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BACKGROUND

Mission

To provie cosmetolo!" services an a relain! eperience to the CS$Scomm%nit" at reasona&le prices'

(ision

To sell pro%ct an contin%e to reach the )emale pop%lation at CS$S, *hileretainin! an !ro*in! the male cliental'

Core (al%es

)cellent Ser"ice +ni*ue salon e)!erience

/elationshi!s (!!roachability

Salon +istor"St%ent r%n since 200' It *as ori!inall" a pro-ect to )orm a &%siness plan )or ah"pothetical compan", this plan event%all" t%rne into a realit"' It is no* %nerthe .evoe .ivision o) /%siness at Sacramento State $niversit"' /%siness st%entsemplo"e at ilc%t tae on )%ll mana!ement responsi&ilities *hich !et passeon ever" "ear'

3r!aniation

atalie elsenSalon Mana!erhone6 79181:141;mail6 natalie'nelsen


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Current Communication Eforts

1nline content wildcutz.weebly.com3

Social 4edia5 6(7#11K, I8S(9/(4

Print (d"ertisements in 7am!us 4ail :aily :e"elo!ment mails

Window (d"ertising

;val%ation o) Comm%nication ;=orts

Wildcutz currently em!loys "ery few media techni*ues to reach its !ublics. he current techni*ues doa!!ro!riately reflect the communication consum!tion habits of the targeted audiences. 4ost of the

!ublicity comes from ad"ertisement on the !rimary window, along with weekly daily de"elo!ment

emails. (s a result, Wildcutz controls all of its messaging systems. ;owe"er, the sim!licity has

become o"erused, and the !ossibility of limited reach is a!!arent.

7urrently, the messages are not being tailored to effect the emotions and trust of the student body. hekey !ublics are students aged &


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S;mplo"ee Talent,;>cienc",5ersonalit",

?elationships,Services 7Mani95ei8, Sta= ise#perience

0Consistenc" in

services, Mis9mana!ment o)In)ormation,Intentionalit" &et*een sta=,

*or2 sche%les,Comm%nication

e=orts, Timemana!ement,

Committment , @ac2o) visi&ilit", limite)%ns, Ao%n! Sta=

34e* reach to %ner9classman, ?elationships*ith ret%rnin!

c%stomers, 5otential tosell pro%cts,

Comm%nit", Mar2etin!9Social meia, McConn

Slies, ;sta&lish&eneBcial ;vents,

Increase &%sinessevelopment

TMi2e 5atten!ale, a"Denerson, Male5op%lation ta2in!matters into theiro*n hans, 5ast?ep%tation )rom$pper Classman,

+ome Salons

S3T AA@SIS

Research rimar"

/e)ore evelopin! the p%&lic relations re&ranin! proposal )or ilc%t, Icare)%ll" revie*e the in)ormation !iven to me to ienti)" the !oals ano&-ectives )or the re&ranin! campai!n' I also re)erre to the salonEs *e&site too&tain val%a&le in)ormation that *o%l help me in the irection o) the campai!n'

+"pothesisTo research an ienti)" a re&ranin! proposal that *o%l &est meet the !oalsan o&-ectives in creatin! a ne* ima!e )or ilc%t an creatin! a rep%ta&le&%siness )or the st%ent &o" at Sacramento State $niversit"'

Foals an 3&-ectives

rimar" research !oals an o&-ectives incl%e researchin! the tar!et p%&lic'

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/e)ore movin! )or*ar *ith the irection o) the campai!n, it *as necessar" toetermine *hat meia o%tlet *o%l &est Bt the nat%re o) ilc%t to e=ectivel"reach the tar!et p%&lic' /ase on the !oals o) ilc%t, I no* that men an*omen &et*een the a!es o) 1825 *o%l &e receptive to an" research )or there&ranin! proposal' This p%&lic is constantl" )oc%se on p%&lic ima!e, ho*ever%e to the c%rrent rep%tation o) ilc%t in the st%ent e"e, are hesitant to tr%stthe salon' The" are, in )act most ecite a&o%t searchin! )or a=ora&le saloneperiences'

Seconar" research !oals an o&-ectives incl%e Bnin! o%t *hat peoplec%rrentl" thin o) ilc%t' M" )oc%s !ro%p *ith c%rrent male an )emalest%ents reveale opinions on maretin! an other st%ent or!aniations as a*hole at Sacramento State' The" also reveale *hat the" *o%l lie to see toimprove their attraction to the school itsel)' .ra*in! )rom m" research res%lts, I*as a&le to ra)t e" messa!e points that *ill &e important in comm%nicatin!a&o%t the salon, as *ell as tactics an o&-ectives that *ill increase a*areness )orthe ne* ima!e o) ilc%t )or )%t%re st%ents'

?esearch Methoolo!"Dirst, I con%cte a ranom sample &" choosin! t*ent" (20)st%ents, &oth malean )emale, )rom the camp%s mail&o aress &oo at the post o>ce' I thencontacte them to in)orm them o) m" interest in hostin! a )oc%s !ro%p' A)tercorresponin! *ith all mem&ers, I *as a&le to constr%ct a ate an a time to

con%ct the )oc%s !ro%p on 3cto&er :1st

, 2015' I prepare &" creatin! a )oc%s!ro%p protocol that o%tline the !eneral script an !%ielines )or the )oc%s !ro%p'

roce%res o) .ata Anal"sis

The )oc%s !ro%p *as a%io recore to provie insi!ht into the ver&al &ehavioran responses )rom the st%ents' In aition, there *as one moerator an onenote taer' I later transcri&e the )oc%s !ro%p an anal"e the responses' Thisallo*e )or me to Bn o%t speciBcall" *hat the st%ents *o%l lie to see in a)%t%re ilc%t salon on camp%s'

Stren!ths

In epth, escriptive ans*ers

3pen ene an close G%estions

3pport%nit" to see nonver&al comm%nications Immeiate )ee&ac

Dlei&ilit" in str%ct%re

All in)ormation *as !athere at once Limitations

Moerator can &ias responses *ith nonver&al comm%nication an tone o)

voice

Time restriction

ot entirel" representative o) the sample pop%lation o) CS$S


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?


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Protocol

@o!istics6

Who:I am a Senior ? ma-or )rom Sacramento State $niversit" r%nnin! a ?

campai!n )or the st%ent r%n &%siness ilc%t'What:A )oc%s !ro%p to learn more a&o%t the impressions an opinionEs ilc%t

!ives to*ars st%ents in the Sacramento area'Where: Womens TOHO 458

When: October 31st, 2015 @ 7:15 PM

H%aliBers6

Male and Femalecolle!e st%ents a!e 1822' Ma" or ma" not have %se ilc%t

services &e)ore'Male and Females*ho inten on !ettin! a hairc%t'

13 Participated, 11 Females, 2 Males

ntro@e &" )oc%s !ro%p Moerator, im&erl" Smith'

+elloJ M" name is im&erl" Smith, an I am hostin! a )oc%s !ro%pisc%ssion on &ehal) o) ilc%t, o%r on camp%s salon' I *ant to than "o% )orcomin! o%t toni!ht, please )eel )ree to en-o" the cooies I have prepare )or "o%as "o% en-o" "o%r time in the conversation'

As I mentione &e)ore, I am *orin! on re&ranin! ilc%t, an *illcontin%e to in)orm "o% o) *hat "o% *ill &e oin! toni!ht'

ho has ever &een in a )oc%s !ro%p &e)oreK

3a", thatEs not a pro&lem, I *ill eplain some o) the r%les an *hat *e *ill&e talin! a&o%t ver" soon'

$ltimatel", I *ant to hear )rom ever"one, so please tr" to spea o%t *hen"o% can' There is no speciBc orer to ans*er an" o) these G%estions, anever"oneEs opinions are etremel" val%a&le to me'

I am hostin! this, &eca%se I am intereste in learnin! a&o%t the reason *h"ilc%t has the ima!e that it oes on camp%s' /" hostin! this !ro%p, I hope tolearn ho* to shape these opinions in a *a" that can improve the salon, an leathem to s%ccess in the near )%t%re' This st%" is )or research, an I loo )or*arto hearin! "o%r responseEs soon'

I *ill &e voice recorin! this pieceL ho*ever I nee "o%r consent in orer )orit to &e le!al' @et me no* i) "o% are %ncom)orta&le *ith this, or o not approve'

&%


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That is itJ ;n-o" "o%r treats, an letEs &e!inJ

&&


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I' Intro H%estions6ame, Ma-or+o* man" "ears have "o% &een attenin! Sacramento State $niversit"K+o* i "o% Brst hear a&o%t ilc%tKhat is the Brst thin! that pops into "o%r min *hen *e sa" ilc%tK+ave "o% &een to ilc%t &e)oreK I) no, *here or *ho o "o% !o to )or ahairc%tK

.o "o% shop onlineKill "o% most liel" shop online )or hair care pro%cts this net monthKhat &rans o "o% t"picall" p%rchase at a salon or at the store )or haircareKill "o% &e !ettin! a hair c%t *ithin the net monthK+o* man" hair c%ts o "o% !et per "earK.o "o% !et one &e)ore or a)ter !oin! homeK/e)ore ma-or holia"s or eventsKill "o% &e)ore Thans!ivin! or ChristmasKhat t"pes o) co%pons o "o% %seKhat t"pes o) pers o "o% lie a &%siness to haveK

II' C%rrent ;motions6

I) "o% *ere to escri&e ilc%t to "o%r )riens o%tsie o) school, *hat*o%l "o% sa"KI) a st%ent *as shao*in! "o% )or a a", *hat *o%l "o% tell themK

III' ?e&ranin! H%estions6

.i "o% no* ilc%t o=ers nail care, maniEs peisK

.i "o% no* "o% co%l spen "o%r &irtha" there as *ellK+o* m%ch mone" are "o% *illin! to spen at a salonK+o* m%ch mone" are "o% *illin! to spen at ilc%tK.oes atmosphere mae a i=erence in a salonK.o "o% thin ilc%t nees to improve their atmosphereK+ave "o% ever &een insie the salonKhat *o%l "o% lie to see at this locationKhat o "o% thin their top G%alit" isKhat o the" nee to improveKI) "o% co%l chan!e an"thin! a&o%t ilc%t, *hat *o%l it &eKI) ilc%t re&rane themselves, *o%l "o% &e more incline to test the*aters'

I(' Social Meia6 What ty!es of status u!dates would encourage you to !artici!ate@

What would you share on your own wall@If you could manage the Wildcutz !age, what would

you change@

;ow would you increase !artici!ationAlikes@

:o you look at a 6(7#11K!age before you "isit a business@

What do you look for during your search@

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What would draw you to like a com!anyBs 6(7#11K!age@

:o you belie"e I8S(9/(4is beneficial to Wildcutz

(' romotions6

What has been the most effecti"e ad"ertising you ha"e seen on cam!us for any e"ent@

o #illboards, Internet, letters, ad"ertisement, cam!us mail@

What is the most e)hausti"e@ What would you like to see more of@

If there was a fundraiser for a certain benefit like cancer, would you be more inclined to

!artici!ate@

If they offered one free haircut for first time students would you go@

What ty!es of !romotions do you like best@

What e"ents would you !lan around Wildcutz, if you could@

Concl%sion6

I am con%ctin! this research so I can esi!n a &etter in)orme campai!n )orilc%t' o%r responses *ill help %s improve the overall rep%tation theor!aniation has on camp%s' Than "o%J

;ec%tive S%mmar" o) ?esearch

S%mmar" o) Doc%s Fro%p

Settin!6 1: Males an Demales articipate

St%ent 1822

+oste in )emale T3+3

Moerator sat in mile o) room

Partici!ants sat on couch and chairs

Results! H%antitative ?es%lts6

2 o%t o) 1: ha act%all" &een to ilc%t

: o%t o) 1: shop online )or +aircare pro%cts

o%t o) 1: !et hairc%ts : or less times per "ear

o%t o) 1: !et hairc%ts : or more times per "ear

o%t o) 1: i no* ilc%t o=ere manipei

1: o%t o) 1: i not no* "o% co%l spen &irtha" at salon

5 o%t o) 1: *o%l spen 15 ollars or less on a hairc%t

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8 o%t o) 1: *o%l spen 20 ollars or more on a hairc%t

1: o%t o) 1: &elieve Atmosphere maes a i=erence in a salon

9 o%t o) 1: &elieve ilc%t nees to improve their atmosphere

: o%t o) 1: have ever &een insie the salon

o%t o) 1: *o%l !o to ilc%t )or )ree hairc%t Brst time

1: o%t o) 1: *o%l !o to ilc%t )or a )ree manipei

1: o%t o) 1: *ait to !o home to !et their hairc%t

H%antitative H%estions to*ars Social Meia6

2 out of & res!ond to *uestions on Social 4edia

2 out of & ha"e engaged in hacked status u!dates res!onsibility3

0 out of & share !ersonal accom!lishments on their own wall

2 out of & share funny stories on their wall

& out & ask *uestions on their own wall

out of & !ost !hotoBs on their own wall

0 out of & look at the 6(7#11KPage before "isiting a business

& out of & would 9oogle the business before "isiting

& out of & (gree I8S(9/(4is beneficial

What types of perks do you like a business to have:

Dree st%=

Cars *here ever" )e* hairc%ts are )ree An"thin! that eeps me comin! &ac

oints that eep !ro*in! 7re*ars

)!ertise

Pink Stri!s or deals that benefit a cause

7hea!

What would make you not go inside Wildcutz?

ItEs reall" small

There are people *ho arenEt *orin! or !ettin! a hairc%t 8o one knows how it works. (!!ointments etc.

(d"ertising is focused towards women

8ot enough ad"ertising

"o# $uality o% &ildcut'!

7on"enience

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what would you change?

+avin! someone *ith more eperience ' ' ' a%lts'

/etter *or o) Mo%th

Dree +airc%ts )or i=erent promotions

Dree &ottle or sample o) shampoo a)ter each hairc%t

Somethin! speciBcall" aime to*ars men

Ma"&e have !%"s *orin! there Put something in front of window

What would make you more inclined to try it out?

ake a sur"ey, take a dollar off a ser"ice

ry something uni*ue, take money off ser"ice

Play musicCC

;a!!y ;ourC

7hanging the name

;iring DedgierE stylists that gi"e credibility

7all it D7utting dgeE

Fighting and (tmos!here

he Windows are a huge concern

Fo"e Window

Ad(ertisement Generally, Most effective Ads onCampus:

Personal Interactions5 word of mouth

/es$Fife !ersonal in"ites

Sac Weekend$7olorful signs around cam!us

/andom and 4ysterious signage around cam!us

Fittle !air of scissors in the mailbo) with cou!on

6ree sam!les inside the mailbo)es

able outside of organization with sam!les

;andwritten 8otes

Personal 8otes after you attend

"erything the first time you go is ;alf 1ff, then you recommend someone and that !erson

getBs half off a ser"ice

Generally, Most exhaustive from of advertisements on Campus:

6(7#11K

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.ail" .evelopments

;mail

Invites to @ie pa!es

Mail What else would you like to see at Wildcutz?

More M%sic

.isco /all 7Mae it $niG%e *ith @i!hts etc'

More relational, main! it )%n to !o to

Social Meia

&hat ma)es you loo) at a Businesses Page!

hen "o% canEt see it, itEs private

ersonal Connection

hen thereEs a promotion involve

Cool +airc%t o) the *ee or month

Sharin! eer hotos to &%il crei&ilit"

INSTAGRAM:

7redibility through 1fferBs and PhotosC More suggestions:

+ave a ta&le at Taste o) Sacramento

Also s%pport people on Camp%s *ith personal nees

Television insie 7More F%" Drienl"

Male resence is Huge

Applications )or hire at Taste o) Sacramento

.o om&res, ver" pop%lar an !irls *o%l tr%st ilc%t to o soJ

Act%al eic%re chair

Sheer C%rtains

Work with tour guides

*ECONDAR+

The seconar" research I *as a&le to !ather incl%es in)ormation that*as!athere )rom social meia, an the ilc%t *e&site, as *ell as past articles)rom the So-o%rn' Social meia )rom ilc%t tar!et one speciBc a%ience anprimaril" incl%e co%pons, an etremel" !eneral in)ormation' The ilc%t*e&site is %ser)rienl" an provies an option )or st%ents to !et to no* thesta=, as *ell as create appointments' ro%cts an other salon services ma" &evie*e here as *ell' ilc%t also has a ta& on the ilcat e&site )or st%entr%n or!aniations an &%sinesses on camp%s' This in)ormation *o%l !ive apotential st%ent a lin to the c%rrent ilc%t *e&site' There is not a c%rrent&lo! or &roch%re availa&le' A s%ccess)%l research tool that I *as a&le to %se *asthe search option on the So-o%rns *e&site' It helpe me eBne the past anc%rrent attit%es o) st%ents on camp%s since its openin! in 2009' All o) m"seconar" research *as %se as a plannin! tool in p%ttin! to!ether the Bnalpro%ct )or the c%rrent proposal'

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CORE PROB,E- *"A"E-EN" Action lan

GOA,!To raise a*areness o) ilc%t an their services to e" p%&lics'

3&-ective6 Increase proBt mar!ins )or ilc%t &" :0N %rin! Ore&ranopenin!'P

*trategy .! -edia Engagement

Tactics:

1' Allo* So-o%rn to cover re&ranin! as )eat%re stor"2' Create relationships thro%!h social meia 76(7#11K, I8S(9/(4:' Creation o) ilc%t App4' ;mail /lasts 7.ail" .evelopments5' Testimonial ?elease' /roch%re' $pate o) C%rrent e&site 7ain! some in)ormation

*trategy /!.isco%nte Services %rin! Brst month1' osters2' Avertisements in the So-o%rn:' .isco%nt OScratcho= co%ponsP in Camp%s Mail4' resentational Slies in Ma-or /%ilin!sQMcConn

*trategy 06 Create a O&eneBtP event )or the n%rsin! pro)essor %rin! the Brstmonth

Tactics:

1' Anno%ncement statin! all procees %rin! O/lanP *ee !o to*ars thispro)essor'

2' ino* Avertisement:' Doo an ;ntertainment4' ?aRe o= Fi)t /asets5' Mall*a" ta&le hi!hli!htin! &eneBt' Aco%stic er)ormance in Mall*a" o%tsie o) ilc%t

Ob1ecti(e!rovie Sacramento State St%ents *ith in)ormational material &"placin! avertisements in ever" camp%s mail&o an &%ilin! on camp%s &"

an%ar" 12

th

, 201'

*trategy .! ilc%t /roch%re

Tactics:

1. :esign and Print it

2. 7ollaborate with other buildings including dorms to dis!lay !romotional materials

3. :istribute materials three weeks !rior to e"ent

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Ob1ecti(e!Fain :00 ne* O@iesP on 6(7#11Kan host B)teen 715

conversations &" p%&lic relations &" March 1st

, 201'

*trategy .!Dollo* other local st%ent or!aniations on camp%s

Tactics:

1' Dollo* 25 other local or!aniations &" an%ar" 1st

, 2012' ;nco%ra!e 00 st%ents to lie the pa!e:' ;nco%ra!e @ies thro%!h avertisements on camp%s

*trategy /!;n!a!e p%&lics on DAC;/33

Tactics:

1' As G%estions an interact

2' Invite p%&lics to &eneBt event:' ost testimonial photos4' Sen ecl%sive eals an %pates to 6(7#11KOlikersP onl"5' +ost online raRe' /est hairc%t or service o) the ee or Month

GOA,! To maimie cons%mer spenin! an chan!e the c%rrent notion o)ilc%t rep%tation on camp%s'

Ob1ecti(e6 Achieve a 50N increase in sales &" Ma" 1st

, 201 )rom Ma" 1st

,201'

*trategy .!Creatin! a ne* )ace o) the or!aniation to !o alon! *ith the lo!o

Tactics:

1' ;sta&lishin! a visi&le mission insie salon an in &roch%re2' Installation o) Sheer C%rtains:' Atmospheric Shi)t 7$se o) M%sic, Television, etc'4' @i!htin! 7/ri!hter, more color)%l5' .ecorations an Art' %nch cars 7rie )or complete %nch car' Male resence8' +app" +o%r 7;sta&lishin! some promotion %rin! ho%rs o) 7129' Sample pro%ct in mail&oes, sample pro%ct *ith ever" service

&%. 4allway table with !roduct encouraging sales

*trategy /!/%ilin! tr%st &et*een p%&lics an salon

Tactics:

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20/26

1' Fainin! 25 testimonials &" March 1st

, 201'2' ositive %se o) ISTAF?AMhash ta!s to &%il testimonial relations:' lacin! !i)t cars in s%rvival its4' To%r !%ies enco%ra!in! st%ents to !o, placin! positive spin on salon5' +irin! someone to pro%ce a promo vieo o) release' ?3TC .a", .ormitor" .a", 5 .ollar Dria"' Avertisement o) Dree Cons%ltations

*trategy 0!+ire Male at Salon

Tactics:

&3 Focal (d"ertisement in the 7hronicle ribune23 (d"ertisement on Wildcat !age

*trategy 0!ro%ce a ilc%t /lo! to increase a*areness o) salon

Tactics:

&3 Select Word!ress tem!late and customize

23 Write articles related to different !romotions or causes Wildcutz su!!orts3 Share blog "ia 6(7#11Kto encourage "iews

-3 ncourage different seasonal styles

03 In"ite guest bloggers

*trategy 2!interest Campai!n

Tactics:

1' Create a IT;?;STacco%nt %ner Oilc%tsalonP2' A Oin itP &%tton to ilc%t site, &lo! an content:' Create ori!inal content, especiall" ima!es, to remain strate!icall" line4' /e)ore an a)ter photoEs, ro%ct pa!es, 3pt in a!es, /lo! posts5' in (ieos, In)o !raphics, T%torials, +o*toEs' Create captions that )eat%re OCTAEsP, e"*ors, rices, an @ins' Dollo* *ell no*n an local salons an repin relevant posts

*trategy 3!hoto Testimonial

Tactics:

1' +ire three st%ent photo!raphers2' Din st%ent moels to moel their hairc%ts:' rint posters *ith male an )emale c%ts *ith *ellno*n st%ents4' $ploa photos to I8S(9/(4,6(7#11K, PI8/S, /lo!5' rint photo &oo )or store location

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BUDGE"

;elman %&lic ?elations ass%res the ri!ht to positive comm%nication anreso%rces' In orer to &rin! prominent s%pporters an )%ns to ilc%t, I havecreate a &%!et that *ill ispla" the nees )or )%rther interest in the salon' Thechart &elo* incl%es promotional items to pea a*areness an interest inst%entsL it also incl%es epenses relate to the revision o) atmosphere'

Item %m&er CostTotalCost

Scratch o= Co%pons 250 cars 289 289

/roch%res 500 /roch%res 18 45

eic%re Chair 1 0

estin!ho%se 24P @C. 1 1:0 10

/ri!ht ho%se 1 0

Colore /%l&s 5 25 :5

Sheer C%rtains 2 :5 0

So%n /ar 1 100 0

/l%e /ri!e C%stom I Application :,000

rintsQ.ecorations :00

Con%it C%stom App I Application 01,000

hoto!raph"Q?anom 100:00

*Suggested Additions "otal 4.5 6667

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CA,ENDAR

Start .ate .a"s to Complete

RE*EARC8

7reate 4onthly Sur"ey >$ January &0

Write u! 6ocus 9rou! Guestions >$January &0"aluate monthly sur"eys 2'$January

Write 20 testimonials >January ?%

P,ANNNG

Install rebranded banners and !osters >$January >

#egin IT;?;STcam!aign >$January 2%#uild and in"est into blog >$January 2%

:esign brochures >$January %

)ecute rebrand through social media5

6(7#11K and I8S(9/(420$January &0

4ale for ;ire &0$January ?%

Promo "ideo !roduction &0$January 0

#enefit e"ent !lanning >$January -0

n"ironment shift >$January &%

E9ECU"ON

:e"elo! distribute !romotional

materials

&$6ebruary >

Social media engagement &$6ebruary '0

Wildcutz a!!lication releaseH &0$6ebruary &

our guides increase engagement >$ January '0

#enefit e"ent &%$4arch &

So=ourn (dsA4edia relations &0$January >

END and E:A,UA"ESur"ey e"aluation6ocus grou! documentation

Social media e"aluation

%$

Jan, 6eb, 4ar, (!r

:5

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E:A,UA"ON!(fter one month, research should be !erformed to determine if the rebranding cam!aign is ha"ing a!ositi"e or negati"e im!act on customers. hese measurements can be contained by analyzing current

social media outlets, hosting a focus grou!, and encouraging customers to com!lete a sur"ey after their

a!!ointments.

"aluations should be !erformed once each month until 4ay &

st

, 2%&>.

Strate!ies

6irst, each a!!ointment will be monitored and recorded according to se) and ty!e of ser"ice. his data

will then be entered into a s!readsheet and analyzed each month. (nalyzation of this data will aid in

determining who your !rominent clientele is, and what ser"ices they !refer.

Second, Wildcutz online !resence will be measured. he web and social media !ages will be

monitored to see if there has been an increase in hits. 1n 6(7#11K, the number of likes on theorganizations !age, and mentions will be counted. 1n I8S(9/(4, the number of followers and likes

will be counted, as well and the content of each !ost. he Wildcutz blog will also be e"aluatedaccording to the amount of shares and or "iews the blog recei"es. Potential comments on the blog willalso be analyzed month by month as well.

Fastly, !rimary research will be conducted once each month following the release of the rebranding

cam!aign. 7ustomers will be encouraged to !artici!ate in a short sur"ey relating to their e)!eriences

and future suggestions for the salon. ( random sam!le will be taken of the student body !o!ulation for

a monthly focus grou! as well. his will determine the general attitude towards Wildcutz, as well asdetermining what the general !o!ulation really likes about the salon and suggestions they may ha"e

for im!ro"ement. "aluations of each staff member should be monitored as well, to make sure each

member is contributing to the !ositi"e growth and direction Wildcutz is trying to take.

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APPEND9E* A! -edia Relations CS$S st%ent &%sinesses Uo%rish

Posted on 26 September 2013. Tags: Bed Head, China Glae, Cre! shampoo,H"Be#$hange, CS"S, %ild$&tTa'e a !al' do!n the mall!a( and (o&)ll see things are alittle di**erent than last (ear at %ild$&t and the H"Be#$hange. +anagers o* the t!o st&dentr&n b&sinesses ha-e implemented some $hanges *or the 20131 s$hool (ear.

/t %ild$&t, (o& $an get ser-i$es *rom shampoos and hair$&ts to mani$&res. The salon&pdated prod&$ts and ser-i$es as !ell as the appearan$e, a$$ording to st&dent manageratalie elson r.4%e 5&st tried to gi-e it more o* a home( loo', elson said, also sharing the $hanges s&$has adding $&rtains and i$i$le lights that ha-e made the appearan$e more li'e it !as in 2006!hen the salon *irst opened.%ild$&t sta** &pdated pri$es and ser-i$es *or this (ear as !ell, a$$ording to st(list Stephanie7amb so. These in$l&de men)s hair$&t $osts dropping and shampoos being added to hairser-i$es at no e#tra $harge.The &pdated prod&$ts, a$$ording to elson, in$l&de brand names s&$h as Bed Head andCre! shampoos, as !ell as China Glae and 8P9 nail polishes. elson also said nail art isalso no! a-ailable *or the *irst time at %ild$&t.

/$$ording to both 7amb and elson, all o* the st(lists are *&ll( li$ensed, meaning the( ha-ep&t in 100 ho&rs o* !or' and ta'en state and board tests be*ore being ;&ali*ied b( the stateas hair st(lists.e#t door at The H"Be#$hange, +anagers Patt( Blair sr and Sami Gallant sr, are e#$itedabo&t ho! things are $oming together this (ear.

/t The H"B, !hi$h opened in 2012, st&dents $an b&( items as !ell as sell things *or a littlee#tra $ash.Blair said The H"B !ill b&( 5&st abo&t an(thing *rom st&dents, !ith the e#$eption o* $lothingitems, something that $hanged *rom last (ear.


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B; "estimonials oran resnell6 Dreshman

DI ha"e been a customer now at Wildcutz for a few months. I am a freshman here at 7S+S. I ha"e

been to Wildcutz now for an eyebrow wa) the first time and a haircut the second time. 4y haircut

went greatC She understood e)actly what I wanted done and did it "ery well. I would go back for

another haircut, =ust not an eyebrow wa). I would most definitely recommend someone to Wildcutz forthat ser"ice.E

Tiana Dair6 Dreshman

DI was a one time customer at Wildcutz in the month of 1ctober. I am a freshman at 7S+S and when Iwent I had my li! wa)ed. Wildcutz workers were friendly and made the e)!erience somewhat

comfortable, howe"er I would be a little ske!tical at returning because my wa) wasnt so great. Im not

sure I would recommend someone else to Wildcutz for wa)ing but I cannot s!eak on the hair cuts.E

Micheala Co=e"6 Dreshman

DI ha"e been a four time customer at Wildcutz so far. I am a freshman here at 7S+S. "ery week I

ha"e the same thing done5 a dee! conditioner and a regular flat$iron. I ha"e also gotten my eyebrows

wa)ed a cou!le of times. Wildcutz has done a really good =ob of being !rofessional with handlinga!!ointments and e)cellent ser"ice. (n em!loyee named (bby has done a great =ob taking care of my

hair and is "ery friendly. I lo"e herCC I will continue to go back e"ery week3 because I am comfortable

there and ha"e been e"er since I walked in that first day. I absolutely would recommend someone else,

and I ha"e. I recommended a friend of mine, ;ea"en, to go there and she also got a dee! conditionerand her hair blow dried. She really en=oyed itCE

+annah helchel6 Sophomore

Dhis is the first year I ha"e "isited WildcutzC I am a so!homore. I ha"e the lo"ely ladies at Wildcutzfi) my disastrous ombre =ob. he !re"ious stylist did not do the ombre correctly, and they blended the

color so that the color change wasnBt as harsh as before. hey did a wonderful =obC Wildcutz was "ery

efficient and friendly. hey fi)ed my !roblem in a timely manor, and did great =ob at thatC I woulddefinitely recommend someone else. hey stylists at Wildcutz are "ery talented for their ageCE

Monica Soto6 %nior

DI"e been a customer for about two years. Im a Junior. I usually get haircuts and my eyebrows wa)ed.

I really like the ser"ice Wildcutz gi"es to the customers 53 I"e been really ha!!y with it and I dontha"e any com!laints. I also really like the !rice and thats one of the reasons why I always go back to

WildcutzCE

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edelman public relations

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