Brianna Fawcett-Berthelot
Advertising Plan
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Table of Contents
Page#
Company Overview/Demographics …………………………...
Positioning Statement/
Marketing Objective/SWOT/Competitors ……………………
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4
Marketing Mix
Product/Price ……………………………………………
Promotion/Place …………………………………………
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6
Media Strategy
Media Selection: Radio …………………………………
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Media Selection: TV...…………………………………..
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Media Budget: Radio …………………………………...
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Media Budget: TV………………………………………
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Marketing Calendar …………………………………………..
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Taryn Berthelot is a young local artisan in Lethbridge, Alberta. She
specializes in hair wraps and face/body art including paint and feathers. She
vends at music festivals all over Southern Alberta and British Columbia. She
started by painting faces at the Lethbridge downtown market during the summer
but has now moved on to birthday parties, local shows and booked
appointments. Everything she does is hand-made, custom and unique.
Demographics:
-
-
-
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Age / Gender / Family Size
- Parents with young children, both boys and girls.
- Women ages 5+ for hair wraps and feather extensions.
- Hippy men who want hair wraps and/or feather extensions.
- Mothers/daughters who want to bond, best friends etc.
Occupation
- Anyone with a job where hair wraps and feather extensions are
acceptable. No strict dress code.
- Models for photo shoots (body art).
Race
- N/A
Education
Anywhere from elementary school to out of school. You don’t need
education to have style!
Income
- Hair wraps range from $10 - $20. Very inexpensive. As long as you have
a part time job or a parent who gives you an allowance you can afford it.
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Positioning Statement:
To position Majestik Body Art as a vendor and artist of choice in Southern
Alberta and British Columbia based on the creative style of the hair wraps,
uniqueness of the face paint and fair price of feather earrings and hair
extensions.
Marketing Objective:
In one year, our goal is to focus on booked parties and see an increase in
appointments by 15%.
SWOT:
Strengths:
- Very personalized and unique to
every individual.
- Mobile business that can come to
you.
Opportunities:
- Alberta and British Columbia are
growing in the number of festivals and
vendor opportunities.
- Birthday parties are never going to
stop happening.
Weaknesses:
- One person operates Majestik.
- Home business, so no store for
someone to walk into and see product.
- New business.
Threats:
- Airbrush Tattoos are quick.
- Other vendors at festivals sometimes
do similar things.
- Services tend to be a summer thing.
Not much business in winter.
Main Competitors:
Airbrush Tattoos - Lethbridge AB. They vended at Lethbridge Electronic
Music Festival along with Majestik Body Art, which took some possible clients.
They have more than one staff on hand.
Katt Panic - Makeup artist and designer in Southern Alberta. She does
zombie walk body art, photo shoots, calendars, entertainment expo etc.
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MARKETING MIX
- Product -
Hair Wraps – Handcrafted hair wraps in any size, colour or location in hair. Choose
from a mixed bag of beads and crystals to personalize a hair wrap. Design and style of
hair wrap is the client’s choice.
Face Paint/Body Paint – Water based paint. Available in children styles (super hero,
butterfly etc.) and unique creations with feathers and gems.
Feather Hair Extensions – Cruelty free rooster feathers dyed in pink, purple, king
fisher blue, chartreuse, orange, red, shades of brown, white, black. Available in solid or
striped patterns.
If hair wrap or feathers fall out, they can be put back in and fixed at a $5 flat rate.
- Price Hair Wrap - $10 per hair wrap. Every addition (bead, feather, crystal) is an extra $5.
Maintenance to an existing hair wrap $5.
Face Paint - $10 for basic. $10 if feathers or gems are added to the face.
Body Paint - $5 - $20 depending on size.
Feather Hair Extensions - 3 feathers for $10.
Birthday Parties (2 feathers each and face paint) - $15 per child.
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Clients can only pay with cash, no discounts, allowances, payment periods or credit
terms.
- Promotion Advertising – Most advertising is on Facebook. Sharing and getting friends to share the
Facebook page. Also, people tagging Majestik in photos with the feathers and face paint.
Advertising on posters around town where Majestik will be set up. Ex. Lethbridge Hand
Made Spring Market.
Sales Promotion – Contest on Facebook for whoever gets is the xx like will receive a
free service.
Personal Selling – Always face to face selling. Taryn gives out her cards as often as
possible to people she meets to build clients.
Public Relations – Majestik only has one employee; Taryn. No need for public
relations with employees. She updates her Facebook often to keep a good relationship
with her customers.
- Place Majestik is set up at various markets throughout the summer in southern Alberta and
British Columbia. It differs from year to year. This year…
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The Lethbridge Handmade Spring Market
Unified Vibes Spring Market
April Flowers Festival
The Lethbridge Downtown Market
Lethbridge Electronic Music Festival
Local businesses The Fix Frozen Yogurt Bar, The Onion and Sam’s Donairs carry and
hand out Majestik’s business cards. Majestik does not have its own store, but customers
can come to Taryn’s residence for services if appointments are made in advance.
Majestik can also meet customers at their home as well for appointments. She uses the
Internet (Facebook) to announce upcoming events Majestik will be set up at.
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MEDIA STRATEGY
Majestik has an advertising budget of $800.00
74% Radio, 26% TV
Radio
Advertising on B-93 because it has …
- High reach
- B-93 reaches a younger target audience
- Weekly radio reach is about 92%
- The average daily listening is 3+ hours per individual
- Low cost
- Able to build frequency through repetition
- Majestik is a new business, and does not have a lot of money allocated to
advertising
- Great sense of personal imagery
- People get to imagine a feather earring or hair wrap their own personal way
instead of seeing pictures of some that may not suit their style
Majestik is a local business with a specific young target market. B93 is a radio
station here in Lethbridge that has an audience of a younger crowd, including young
mothers who are looking for fun and different ideas for birthday parties.
The ideal time to advertise on the radio is between 6am and 8pm, preferably
6:30pm on the radio. At this time people are remembering things they need to do and not
rushing around to get to work or get the kids to school. These are the times in the day that
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people remember they need to book something for a birthday party or are making plans
for the weekend (reminder of events Majestik will be vending
TV
Advertising on Global TV because it has…
- High reach
- 87% of people watch TV at least once a day
- Delivers message to a large number of people, not specific to the target market
- Im pact
- The imagery and different colours create an emotional response from viewers
- Viewer’s get to see the product and the different styles it has
- Low cost
- Majestik is a new business and does not have a lot of money allocated to
advertising.
Majestik is a local business that does have a specific target market, but also wants
to reach out to an audience who do not listen to the radio often.
The ideal time to advertising on Global TV is in the morning when people are
getting ready for work and having their morning coffee. This time slot is also in the right
budget bracket for Majestik.
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Media Budget:
B-93 Budget Rate Card:
30 Second Spot
$46 per spot (6am-8pm Prime Time)
$43 per spot (6am-12am)
$37 per spot (12am-12am)
1 spot a month in February, March, September (Thur`sdays)
February – just before reading week
March – end of the month
September – before school starts
1 x 3 months x $46.00 = $138.00
1 spot bi-weekly (Thursday) in April, May, June, July and August (10 weeks)
1 x 10 weeks x $46.00 = $460.00
$138.00 + $460.00 = $598.00
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Global TV Budget Rate Card
30 Second Spot
SPRING (February- May)
$26 per spot Morning (Mon-Fri 6am-9am & 12pm-1pm)
$242 per spot Supper (Mon- Fri 6pm-7pm)
$64 per spot Late News (Mon-Sun 11pm-11:30pm)
$41 per spot Scene and Heard Encore (Mon-Sun 11pm-11:30pm)
$102 per spot Weekend Supper News (Sat-Sun 6pm-6:30pm)
1 spot bi-weekly (Thursday) in February, March, April and May (8 weeks)
1 x 8 weeks x $26.00 = $208.00
TOTAL ADVERTISING BUDGET:
$598.00 (radio) + $208.00 (TV) = $806.00
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Majestik’s busy season is from March – September, so the only months appropriate for
advertising are between February and September.
Activity
Feb
Mar
Apr
May
30 Sec.
Commercial on
B93
30 Sec.
Commercial on
Global TV
Vending
announcements
/reminders on
Facebook
Contest for a
free hair wrap
on Facebook
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June
July
Aug
Sept