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DORJON IMC PLAN 2006

by Daniel Ziriakus

Table of Contents

1.0 2.0

Executive Summary Promotion Opportunity Analysis


2.1 Communications Analysis
2.1.1 2.1.2 2.1.3 2.1.4 Competitive Analysis Opportunity Analysis Target Market Analysis Customer Analysis

6 8
9
10 14 15 16

2.2

Market Segmentation Strategy

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3.0

Corporate Strategies
3.1 3.2 3.3 3.4 3.5 3.6 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Distribution Strategy Business to Business Strategy Public Relations Strategy

20
21 22 24 27 28 29

4.0

IMC Management
4.1 4.2 4.3 4.4 IMC Objectives IMC Budget Agency selection Internet Web Site

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32 33 34 35

5.0

IMC Objective One: Consumer


5.1 5.2 Budget IMC Methodologies
5.2.1

37
38 39
40 41 42

Advertising 5.2.1.1 Advertising Budget 5.2.1.2 Creative Brief 5.2.1.3 Advertising Design 5.2.2 Consumer Promotions 5.2.3 Personal Selling 5.2.4. Public Relations & Sponsorship Programs

44
45 46 47

5.2.5 Database Programs Data Warehouse Direct Marketing Permission Marketing Frequent Shopper Program

49 49 49 50 50

5.3 Media Plan Radio Cable Theater Advertising Magazine Direct Marketing Direct Mail (BocaMag) Web Mall Advertising

51 52 54 55 56 57 58 59 60

6.0

IMC Objective Two: AVEDA Distribution Channel

63

7.0.

IMC Objective Three: Business to Business


7.1 7.2 7.3 Budget IMC Methodologies Media Plan

65
65 66 66

8.0

Evaluation

68

9.0

Design Samples
9.1 9.2 Corporate ID Advertising
9.2.1 9.2.2 9.2.3 9.2.4 9.2.5 9.2.6 9.2.7 Print Ads TV Storyboard Radio Script & Copy Points Direct Marketing Banner Ad Mall Posters Billboard

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71 72
72 76 78 80 82 83 84

10.0

Public Relations

86

11.0

Consumer Sales Promotion

88

12.0

Business-to-Business (B2B) Promotion 90

13.0

Strategic Plan
13.1 13.2 13.3 13.4 13.5 13.6 13.7 Company History Management Team Marketing Mix Strategies Mission Statement Goals & Objectives SWOT Industry Research

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93 94 95 97 98 99 100

14.0

Target Audience Analysis & Customer Satisfaction

104

15.0

Schedules
15.1 15.2 15.3 Radio Cable Theater

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1.0 Executive Summary

1.0 Executive Summary


his integrated marketing communications plan is designed for Salon Dorjon. The plan includes a promotions opportunity analysis, corporate strategies, IMC objectives as well as all relevant advertising, promotion, selling, public relations, sponsorship and database programs. At last, the IMC plan describes the media plan in full detail including all ready-to-send schedules, as well as the methods to evaluate the success of the IMC plan.

Salon Dorjon has the opportunity to pioneer in salon advertising in the Boca Raton area since no other salons are currently advertising heavily. A mix of media will be implemented to better establish the Dorjon brand name and create an image within the greater Boca Raton community. Secondly a business-to-business approach was identied to establish a further communication channel for the salon to reach it target market, create greater awareness and ultimately increase sales.

Having a very high end female target a revision to Dorjons existing brand image was necessary. To better reect what the salon stands for and attract the right customer the corporate image had to be improved by making the logo more memorable and related to the AVEDA lifestyle, as well as by developing an integrated advertising campaign to increase this brand recall, awareness and sales. Furthermore a public relations and sponsorship strategy is described to tighten the ties with the community and to create yet another channel of reaching the target.

The overall 2007 marketing budget is set to $400,000.00 for Salon Dorjon with the largest portion being media costs.

2.0 2.1

Promotions Opportunity Analysis Communications Analysis


2.1.1 2.1.2 2.1.3 2.1.4 Competitive Analysis Opportunity Analysis Target Market Analysis Customer Analysis

2.2

Market Segmentation Analysis

2.0 Promotion Opportunity Analysis

alon Dorjon has been in operation for over 25 years in Boca Raton. The company has grown from an initial staff of three to one of the busiest salons in the area employing more than 35 people. Dorjon offers a wide array of services ranging from hairstyling and coloring to massages and facials. Our primary marketing strategy is to inform people about Dorjon and to convince them that Dorjon is superior to other salons. The main goal here is to persuade consumers to make Dorjon their number one choice when it comes to hair. Dorjon positions itself as a high-end full service salon and spa, where the customer is treated with utmost respect and receives superior service. On top of that Dorjon is an exclusive AVEDA salon, meaning that the products are all-natural and already have a very high-end positioning in the consumers mind. Dorjons marketing strategy is based on a positioning of brand and service differentiation. The primary target for the salon and its services are females, between 50 and 64 years of age, that are lower upper to upper upper income professionals or retired professionals, who have the time and money to be able to afford the services at the salon on a regular basis. The secondary target for the salon are younger females between 35 and 49 years of age, that are also lower upper to upper upper income professionals who are able to enjoy the freedom of receiving the upscale service Dorjon has to offer. The IMC program must convey this sense of superior quality in every aspect of the campaign. Dorjon cannot afford a second-rate appearance in any marketing piece or advertisement, since its target is very upscale. Poor quality promotions, design or ads would make the salon look less elegant and drive business away rather than bring it in. The same is true for pricing strategies. The target customer expects slightly higher than average prices since she/he is able to pay for it and she/he relates upscale prices to superior quality.

2.1 Communications Analysis

arketing Communication strategies for salons are almost fully concentrated on print advertising and even more on word of mouth. Depending on how the salon differentiates and positions itself the print ads can be found in newspapers and local community magazines or high-end regional magazines. The higher end and bigger the salon, the more money is (or should be) spent on magazines with a more afuent and greater readership. At the high end more money is spent on developing a strong brand name in the community, where as on the lower end salons almost completely depend on word of mouth. Smaller neighborhood salons for example advertise in very small publications such as Palm-Aire, which are distributed for free and have a very limited readership. Bigger high-end salons, such as Dorjon for example, nd their prime target in regional magazines like Boca Raton, Las Olas or Ocean Drive. Attractive ways of communication for medium sized salon are also local and regional newspapers, which have a very high readership, but are usually very expensive. Slowly salons are discovering that direct mail can constitute a very valuable help to drive in new business. Although most salons mostly rely on the do it yourself method of simply collecting customer data in order to send updates and promotional materials some results can be seen, especially in making sure the customer returns. There is a very limited number of salons (usually national salon chains) that actually use advertising agencies or direct mail companies where the focus is not only on maintaining an active customer database for repeat business, but also to extend the database on a regular basis through acquisition of additional mailing lists containing data of possible targets. Another medium that is becoming more and more affordable and rapidly establishing itself as a major source of information is the Internet. Salons nowadays use the Internet primarily as an online portfolio or information source for its customer base. What most salons havent discovered yet is the area of interactive marketing in order to push visitors to their website and generate sales. Only a very small number of salon chains actually advertise in broadcast media or national print publications. An example therefore would be the recent Supercuts campaign on national radio. Big organizations like Supercuts are simply better informed about advertising possibilities and have the knowledge to make full use of them. The lack in communication strategies used by salons in the South Florida area provides an excellent opportunity for Salon Dorjon. Dorjon has the chance to establish their brand name on a local as well as regional level and be the pioneer of effective hair salon advertising in the South Florida market.

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2.1.1 Competitive Analysis

alon Dorjon does not have any direct competition in the near vicinity of the salon location at 22191 Powerline Road, Boca Raton, FL 33433. They are the only AVEDA lifestyle salon in this area and therefore are unique in service as well as in the choice of products.

AVEDA Lifestyle salons are agship Aveda salons and spaswith a passion for service and commitment to the philosophy of connecting beauty, wellness and care for the environment. They offer Aveda Signature Experiences as well as the full range of Aveda products in the salon. Aveda Lifestyle salons rst and foremost move more product than concept salons. They tend to be in a bigger and better location also have a more extensive retail area. AVEDA Concept Salons are the little siblings of the Lifestyle Salons. They offer a relaxing and caring environment with Aveda hair care, skin care and makeup exclusivelyas well as an array of services, but are more limited compared to their big brother. Their sales volume is signicantly lower.

Typical services at an Aveda Lifestyle salon include: Cut / Style / Finish Color / Perms / Straightening Waxing Manicure / Pedicure Massages Facials

The closest AVEDA salon is salon Shortcuts, a concept salon, located in Coconut Creek. Concept salons are usually smaller AVEDA salons, but dont offer the full array of services and products. The closest lifestyle salons are Ken Hazlett Hair Design in Delray Beach, FL and Camilla Day Spa, located in Coral Springs, FL. Both salons offer the same products and services as Dorjon, but arent seen as direct competition due to the fact that they pull their customers from different geographical areas. As research and experience in the salon business shows people dont travel large distances to get their styling done and usually stay within the same city. Although Salon Dorjon has a small amount of customers that travel distances greater than 10 miles coming from Aventura or West Palm Beach, FL, the majority of their customer base lives in the close vicinity of Boca Raton and the salon.

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Salon Dorjons indirect competition has no or very limited means of advertising. The only salon advertising in traditional print media is Camilla Day Spa, located in the Coral Springs Mall. Camilla Day Spa uses some mall advertising as well as small publication print advertising. The following facts were found for Dorjons indirect competition (AVEDA salons) as well as nonAVEDA salons in the area:

None of the salons use broadcast media or work with advertising agencies. None of them develop ads or place ads professionally. Some have websites, but none are designed to drive trafc to the salon (None of the salons use Search Engine Optimization (SEO)) Some of the salons sponsor local scout and sports teams. Some use in-house direct mail lists to mail information out to their clientele. Almost all salons rely on traditional word-of-mouth advertising.

Indirect Competition:

DORJON HAIR AND COSMETICS 22191 POWERLINE RD Boca Raton, FL 33433

Website Lifestyle salon Full array of products Only AVEDA Salon in Boca Raton 20 years of salon experience combined with the AVEDA brand Salon targeted to afuent customer

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Name, Address, Type of Salon & Distance from Dorjon:

Comparison

SHORTCUTS 4800 W Hillsboro Blvd #A-2 Coconut Creek, FL 33073 2.72 miles

No website Small salon compared to Dorjon Every day salon, targeted to a different, not as high end, customer. Low sales volume. No money spent on advertising

SALON UTOPIA 7846 WILES RD CORAL SPRINGS, FL 33067 6.11 miles

Good website Target customer comparable to Dorjon Utopia pulls clients form a different geographical pool. Smaller salon Lower sales volume (Concept salon) Fairly young business

EAZ SALON 2053 UNIVERSITY DR CORAL SPRINGS, FL 33071 8.47 miles

No website Smaller salon Lower sales volume (concept salon) Little budget for advertising

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KEN HAZLETT HAIR DESIGN 1020 S. Federal Hwy Suite 103 DELRAY BEACH, FL 33483

Experienced staff Salon has lots of experience in the industry (10 years) Lifestyle salon same category as Dorjon Beautifully furnished salon Less expensive than Dorjon. Website design & menus have to be reworked. Very small amount of money spent on advertising.

8.92 miles Overall nice salon, but very far away from Dorjon. No direct competitor.

CAMILLA DAY SPA 9267 West Atlantic Boulevard CORAL SPRINGS, FL 33071 9.33 miles

No website Salon located inside Coral Springs mall. Salon targets different demographic with lower incomes.

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2.1.2 Opportunity Analysis

n analysis of the high-end hair salon industry market in the greater Boca Raton area reveals several opportunities for Salon Dorjon.

1.

Salon Dorjon has the opportunity to pioneer in salon advertising in the Boca Raton area since no other salons are currently advertising heavily. This means that whoever follows Dorjons example will have it very hard to claim the pioneer spot. Salon Dorjon has the opportunity to effectively reach households that no one else is reaching right now and convert them into Dorjon customers. There is a huge pool of potential customers out there that is willing to change their salon or is simply looking for a new salon. Due to the fact that no one in the salon industry in the greater Boca Raton area is advertising on a larger scale, Dorjon has no competition / doesnt have to cut through the clutter and share the message with other salons that advertise. The Salon has the opportunity to establish its brand name in the regional salon community through advertising before anybody else does. Advertising on a larger scale will give salon Dorjon a competitive edge over other salons. People tend to believe what they hear from bigger media such as radio and television and what they read to be true. They give an advertising message more value the more often they hear it than a simple word of mouth. Dorjon has the opportunity to be the rst salon to approach local ofces and businesses and develop a business-to-business relationship with them.

2.

3. 4.

5.

All of these opportunities build on the salons existing strengths such as their location, reputation and experienced staff. Implementing the marketing objectives will simply help Dorjon to exploit the opportunities listed above, by communicating to potential customers on a superior level.

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2.1.3 Target Market Analysis

he target market for the salon is predominantly female. The female individual appreciates beauty, fashion and style and likes to show that. A normal day for her denitely includes shopping in a number of the best boutiques in town. This female tends to take very good care of herself through exercise as well as numerous upscale beauty products. Although having an elaborate lifestyle, the target is a person of high inuence and in or close to retirement. The person also tends to have traveled the world and is inuenced by an international culture. If the person is not retired she is involved in business and tends to be in upper level management with a vast inuence in the South Florida community. She appreciates quality and is willing to pay for it.

Our marketing campaign focuses on 2 target segments:

Primary market: Females between 50 and 69 years of age with a total family income of US$ 100,000.00+ before taxes. Secondary market: Females between 35 and 49 years of age with a total family income of US$ 100,000.00+ before taxes.

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2.1.4 Customer Analysis

n order to nd out about the customer and the target audience for Salon Dorjon a research study had to be created. The general purpose of this study was to dene and interpret the customer base of this salon in the particular location. Consumer perception of products, service, the salon in general, demographics and media preferences were measured in order to fulll the objective. This report is purely based on primary data collected through surveys that were handed out in the salon. All customers were given a self-administered questionnaire to ll out during their service treatment. In order to get an accurate sample the data gathering took place over a period of one week. The person that provided the last service for the client handed out the questionnaire. After the client nished lling out the form, it was put in a drop box located near the register of the salon. Every single questionnaire was evaluated and tabulated open ended questions were put into an opinion le, closed ended questions were evaluated in an Excel le.

Results

Demographic Age: Primary age group: Secondary age group: Gender: Family life cycle: Income: Occupation: Education: Race: Generation: 35 64 50 64 35 - 49 female older, married with children $100,000 and over retired, management, business owners College graduate white, Hispanic Baby Boomers

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Psychographic Social class: Lifestyle: Personality: lower uppers, upper uppers Achievers Ambitious

It became clear that the typical customer enjoys an elaborate lifestyle and spends an average of US$ 300 per month on services in the salon. They tend to be inuential women, mostly in early retirement and living in Boca Raton as their primary residence. For Dorjons target the salon seems to be an oasis of relaxation and prestige. The salon benets the customer not only by doing extremely good hair, but also by offering them a relaxation experience, where they can talk to their stylists about their life, god and the whole wide world if they wish. Dorjon for them is a place where they can let go of their worries and where they can be seen and they are willing to pay for that.

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2.2 Market Segmentation Strategy

ince Salon Dorjon is a service based business the segmentation analysis focuses on solely on end-consumers. They constitute the target market for the Dorjon and can be separated into three different groups:

Primary market: Females between 50 and 69 years of age with a total family income of US$ 100,000.00+ before taxes. Secondary market: Females between 35 and 49 years of age with a total family income of US$ 100,000.00+ before taxes. Men between 35 and 69 years of age with a total family income of US$ 100,000.00+ before taxes.

This group values the high-end services the salon offers and has the discretionary income to spend on beauty services. The reason why men are listed last is because they constitute only about 5% of the salon customers and tend to spend only one fth on sales of products and services during a service treatment. Dorjons strategy is focused primarily on afuent middle-aged women, since research shows that this target is rst and foremost extremely attracted to Dorjon and secondly already constitutes the salons main customer base.

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3.0 3.1 3.2 3.3 3.4 3.5 3.6

Corporate Strategies Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Distribution Strategy Business-to-Business Strategy Public Relations Strategy

3.0 Corporate Strategies


orjons image is based on providing excellent service which goes hand in hand with the upscale AVEDA lifestyle, translating into commitment to continuous improvement, care for the world we live in, giving back to society as well as environmental leadership and responsibility. Although they are already well-known in the Boca Raton community, the salons corporate image had to be improved by making the logo more memorable and related to the salon, as well as by developing an integrated advertising campaign to increase brand recall and sales. The advertising campaign will focus on the aspect that Dorjon delivers superior service and simply does the best color services in town. Concentrating on this one aspect will allow them to set themselves apart from the competition and to construct a simply memorable message that helps sales and branding at the same time. Going hand in hand with this is the public relations strategy, which will focus on providing a positive image in the community and giving back to the community and caring for mother nature, be it through events or sponsorships.

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3.1 Corporate Image Strategy

orjons corporate goals are summarized in their Mission Statement:

Our daily goal is to provide excellence in service and express artistic freedom through education and experience. We are passionate about our AVEDA lifestyle, and believe each person should experience a state of well-being and embrace the importance of balance in their lives. The outcome is a richer quality of life for our guests, our staff, and the planet, which we inhabit.

Dorjons wants the customers to see that they continuously strive for improvement, while at the same time sustain deeps roots in the community. The Dorjon experience should not only be about good hair, but also show that Dorjon, same as AVEDA, cares for the world we live in. Customers should feel that by coming to the salon they not only do something good for themselves, but also for the world they live in.

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3.2 Brand Development Strategy

orjons name is already very well known in the Boca Raton community. Dorjon stands for excellent service and quality. The salon has been around for over 20 years and had time to establish itself. To make Dorjons logo more memorable and connected to the core message the logo was redesigned. The new look gives the brand an earthy feel and relates to the look of AVEDA. The typeface makes the name easy to read and green was chosen to reect the color of nature (plants), which plays a very big part for the salon and AVEDA. The logo provokes positive and calming feelings about the salon and the product it uses while at the same time showing the high end design of south-east Asian descent that is used in the salons interior.

As analyzed before, Dorjons marketing strategy is based on a positioning of brand and service differentiation. The primary target for the salon and its services are females, between 50 and 64 years of age, that are lower upper to upper upper income professionals or retired professionals, who have the time and money to be able to afford the services at the salon on a regular basis. The secondary target for the salon are younger females between 35 and 49 years of age, that are also lower upper to upper upper income professionals who are able to enjoy the freedom of receiving the upscale service Dorjon has to offer.

To help create an even stronger brand Dorjon has to advertise on a larger scale. High frequency broadcast advertising combined with a memorable print campaign will help increase brand recall and establish the name Dorjon further in the community. Secondly Dorjons main characteristics will be tied to the brand in the advertising campaigns. The advertising strategy will be separated into 3 stages. In the primary stage Dorjons advertising strategy will focus on AVEDA color services, such as color hair treatments and bleaching, exclusively. The goal is to sell the superior color services at Dorjon as the entryway to the salon. Customers who sign up for the color service will most likely sign up for a styling as well. Once they are in the salon they can be sold on all services by the service personnel and by the receptionist when they check out. By concentrating on one superior aspect of all the services they offer, Dorjon has the chance to really set itself apart from all the rest of the salons, not only by offering better service and AVEDA products, but also by branding themselves as the salon that does the best color service in South Florida. This way the brand name is associated with one most prominent characteristic.

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Once a decline in the new clients per month rate can be seen, and people think about Dorjon as the place where you get your color done, the advertising strategy will move into phase two and phase three where other services the salon has to offer will be introduced into the strategy additionally.

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3.3 Brand Positioning Strategy

orjon positions itself as a high-end full service salon and spa, where the customer is treated with utmost respect and receives superior service. On top of that Dorjon is supported by the powerful brand of AVEDA. AVEDA embraces nature and mother earth and through the years has established itself as a very high end and expensive product. Dorjons customers perceive the salon as a high-end salon where they can go to relax and get a superior service than anywhere else. In the customers mind Dorjon is upscale and in some way reects their social status. For some Dorjon even is a place that acts as a status symbol in conjunction with the AVEDA brand.

The following is a listing of the prices at Dorjon:

Cut / Style / Finish Cut / Style / Finishing Blow Dry Formal Styling Mens Haircut Color / Perms / Straightening Single Process: Highlights: Glossing: Low Lights: Crown Perm Spiral Perm Hawaiian Straightening Hawaiian with Boards Italian Japanese American from from from from from from from $ 50 $ 95 $ 15 $ 75 $ 95 $125 $125 $150 $100 $125 per hour $100 $ 55 - $80 $ 30 - $40 $ 60+ $ 30 - $50

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Waxing Brow Shaping Upper Lip Chin Underarm Half Arm Full Arm Bikini Brazilian Full Leg Half Leg Manicure / Pedicure Manicure French Manicure Glue Manicure Full Set of Acrylics Full Set of Pink n White Fill-in Pink n White Fill-in Buff-on Removal of Acrylics Wraps Repairs Pedicure on the run Spa Pedicure French Polish Massages / Facials add from $ 16 $ 20 $ 20 $ 60 $ 70 $ 30 $ 40 $ 20 $ 15 $ 50 $ 5 from from $ 18 $ 14 $ 10 $ 15 $ 20 $ 30 $ 25 $ 35 $ 40 $ 25

$ 25 $ 40 $ 4

$100

Choice of hot stone,deep tissue, massage therapy, etc.

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Looking at the pricing strategy it can be seen that prices are set to reect the market Dorjon is going after. Their clientele expects a certain price range, otherwise they might not nd the salon appealing or able to deliver the high standard of service they expect. Prices are very upscale, meaning that a haircut and highlights can easily go for $350 only people that have a decent disposable income are able to afford to receive a treatment at Dorjon on a regular basis. So for the customers Dorjon can act as a place to see and be seen in the Boca Raton community. The salon establishes a high perceived value that is reinforced through branding and service. Furthermore Salon Dorjon is located at 22192 Powerline Road in Boca Raton, FL 33433. This location was strategically chosen due to the high density of potential target customers. The area is fairly upscale and includes numerous upper level income residential areas.

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3.4 Distribution Strategy

o distribute the products AVEDA uses direct as well as indirect distribution channels.

Direct distribution The consumer is able to buy the products directly from AVEDA online at www.aveda.com which reects a direct channel of distribution. AVEDA -> consumer.

Indirect Distribution The consumer can also buy the products from AVEDA retail stores or AVEDA salons. The salons or retail stores act as intermediaries. AVEDA -> salon / retail outlet -> consumer.

As can be seen here AVEDA uses an exclusive distribution strategy, limiting the retail outlets for AVEDA products strictly to AVEDA salons or AVEDA shops, to create and sustain a prestige for the products. This way AVEDA can hold up the exclusivity of the AVEDA brand and has absolute control over pricing and intermediaries.

SALONS

STORES

END CONSUMERS

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3.5 Business to Business Strategy

eing a hair salon targeting consumers, the marketing strategy is focusing on consumers mainly. In order to establish an extra channel to get to consumers the salon will implement a business to business strategy targeting ofces and companies in the near vicinity of the salon. Dorjon will offer exclusive incentives in gift card form to businesses to give to their female employees. Employers in turn have a real incentive to give to their employees as Christmas and birthday gifts or as prizes. Although the business to business segment will only account for a small number of company revenues, it nonetheless creates another opportunity for the salon to increase brand awareness and trafc in the salon with minimum expenditures.

Get the Dorjon Gift Card. The perfect Gift for ANY occasion.
Just ask at the counter and receive 10% off the amount of the gift card. This way Dorjon helps you buy presents. Available all year. Non-refundable.

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3.6 Public Relations Strategy


orjons Public Relations efforts will be handled externally by the Ziriakus agency. The agency will monitor internal and external publics as well as all public relations (PR) and sponsorship programs. The main role of the PR efforts will be to maintain a constant image of community involvement. Besides actively advertising in broadcast, print and interactive media, the PR efforts will help to reinforce the brand recall of the salon through effective events and sponsorships. People in the greater Boca Raton community will not only see or hear Dorjon ads, they will also read about the community efforts the salon makes in various newspapers. Philanthropy is written very big with Dorjon and AVEDA. Dorjon for example will be a major contributor to Locks of Love Drive where hair is collected to make wigs for kids with cancer. Furthermore Dorjon is involved with mothers and children in distress. Anyone who needs help and lives in the distress communities in the greater Boca Raton community receives free service from Dorjon throughout the year. As far as sponsorships are concerned Dorjon will be involved in the yearly AIDS walk as well as the Breast Cancer Walk to give back to the community.

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4.0 4.1 4.2 4.3 4.4

IMC Management IMC Objectives IMC Budget Agency Selection Internet Web Site

4.0 IMC Management

valuating the sales gures of the past years it was determined that the salon has lots of room for growth. By implementing an extensive marketing campaign the goal will be to increase market share for Dorjon and to create a greater awareness for the salon. The overall budget for the IMC program will be around US$ 400,000.00 for the 2007 calendar year. The largest percentage of the budget will be spent on media costs to fulll these objectives for the consumer market targeting women. Only a small percentage will be allocated to business to business efforts.

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4.1 IMC Objectives

he overall goal of the salon is to increase prots. Following are the goals the company needs to achieve and the objectives they need to fulll in order to make this happen:

Objective 1 Consumer Grow customer base and increase the market share for Dorjon Build trafc by increasing the new customer rate from 150 new customers per month to 300 new customers per month Build brand awareness Inform target and encourage to action

Objective 2 Distribution Maintain good channel relationship with AVEDA

Objective 3 B2B Create new communication channel for the salon, targeting businesses and ofces to create greater awareness in the community and ultimately build trafc in the salon

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4.2 IMC Budget

he IMC budget for the salon is set to US$400,000.00 per year. This budget is an estimate and will only provide a rough idea as to how much can be spent. Especially since Dorjon will be new to advertising, the salon has to enter with a big bang and high frequency to be able to get the ROI they are looking for. The budget may vary over time and wont be set for the whole year to stay exible and act on the market. Most of the budget will be spent on media costs for brand development since those are the main pillars of the campaign. Although the budget is set to be exible, the forecasted advertising expenditures runs at around US$ 30,000.00 per calendar month.

The budget can be broken down to the following objectives:

IMC Objective One (Consumer) IMC Objective TWO (Distribution) IMC Objective Three (Business-to-Business)

$382,542.00 does not apply $10,000.00

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4.3 Agency selection

he agency selected to handle most of the integrated marketing communications materials is Ziriakus. Ziriakus is a boutique advertising agency that has experience in all aspects of marketing, media planning/buying as well as creative development and production. The salon decided to hire an external agency since the salon has no marketing department. The salon is run by Luca and Joseph Boccia as the business owners, who required help in formulating an effective integrated marketing campaign. Ziriakus will handle all aspects of the campaign and act as a marketing concierge desk for Salon Dorjon.

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4.4 Internet Web Site

orjons website serves as a place where customers and potential customers can nd all the information they need. The website offers a comprehensive list of services offered including prices. The visitor can also meet his/her stylist and read about his/her achievements. The other part of the website will be linked to AVEDA, where customers have the chance to order products online and have them delivered to their home. To make the site more attractive the site was kept hybrid. Beautiful visuals were incorporated in Flash to keep the viewer interested and on the page, while the rest of the page is kept in html for optimization purposes.

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5.0 5.1 5.2

IMC Objective One (Consumer) Budget IMC Methodologies


5.2.1 Advertising 5.2.1.1 Advertising Budget 5.2.1.2 Creative Brief 5.2.1.3 Advertising Design 5.2.2 5.2.3 5.2.4 5.2.5 Consumer Promotions Personal Selling Sponsorship Programs Database Programs

5.3

Media Plan

5.0 IMC Objective One: Consumer

he objective for the target market is to create a greater brand awareness in the Boca Raton community and to persuade consumers that Dorjon is the best place for color services. This will ultimately increase trafc in the salon and generate more sales, resulting in increased prots. To accomplish this objective, a combination of advertising, consumer promotions, direct marketing, as well as public relations and sponsorship programs will be used. The overall market hasnt been advertised to heavily by the competition, which provides a great chance for Dorjon to pioneer salon advertising in the area.

Objectives: A: B: Create a corporate ID package tailored to the target audience by the end of the fourth quarter 2006. Develop an integrated advertising campaign including TV ad (script) Radio spot 30 sec Print ad Direct mail piece Banner ad Media Kit (PR) Gift cards Posters Mall posters

Completion by the end of calendar year 2006. C: D: E: Develop the media strategy and create a media plan for the calendar year 2007, starting 01.01.2007. Implement the campaign into different media by the end of December 2006. Post buy analysis, follow-up and tweaking of campaign to ensure on-going success through out 2007. The goal for this campaign is a average return on investment (ROI) of three dollars for 2007.

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5.1 Budget

he 2007 Marketing Budget for Salon Dorjon is set to $400,000.00 for the purpose of this IMC plan. The largest portion of the budget, $310,000.00 will be spent on advertising media costs, while an estimated $20,000 will be charged for creative development fees for the entire year. Advertising will help the salon to create brand awareness in the community and help drive in trafc. The second big pillar, $37,590 will be spent on a consumer promotion and direct mail mix that will be sent out throughout the year. The goal here is to keep the current customer base involved and to solicit new prospects through the use of promotional materials and coupons. Around $16,000 will be spent on Public Relations, updating the website on a regular basis and local sponsorship opportunities that are going to arise throughout the year. The rest of the budget is reserved for a new database program the salon plans to install in the future as well as possibilities that will arise throughout the year.

IMC Budget by Consumer


Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2007

Advertising $25,730 $25,730 $25,730 $25,730 $25,730 $25,730 $25,730 $25,730 $25,730 $25,730 $25,730 $25,730 $308,760

Consumer Promotions $3,133 $3,133 $3,133 $3,133 $3,133 $3,133 $3,133 $3,133 $3,133 $3,133 $3,133 $3,133 $37,590

Website $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $4,200

PR & Sponsorships $0 $0 $3,000 $0 $3,000 $0 $0 $0 $3,000 $0 $3,000 $0 $12,000

Database Programs $3000 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $3000

Creative Development Fees $1,666 $1,666 $1,666 $1,666 $1,666 $1,666 $1,666 $1,666 $1,666 $1,666 $1,666 $1,666 $19,992

Total $30,879 $30,879 $33,879 $30,879 $33,879 $30,879 $30,879 $30,879 $33,879 $30,879 $33,879 $30,879 $385,542

Average $5,146 $5,146 $5,646 $5,146 $5,646 $5,146 $5,146 $5,146 $5,646 $5,146 $5,646 $5,146 $64,257

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5.2 IMC Methodologies

eaching our target market requires a blended approach. While advertising constitutes the main pillar of our campaign, it will be supplemented by consumer promotions and direct mail, as well as public relations and sponsorships. The primary role of advertising is to create awareness of the salon as well as to increase trafc. The direct mail consumer promotions are geared primarily to encourage trial of the superior salon services through specials and to create a bond between existing salon customers and the salon. The PR and sponsorship programs will help to create brand awareness and to force deep ties in the community.

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5.2.1 Advertising

he overall goal for Dorjon is to increase sales. This can be done through creating a greater awareness of the salon in the Boca Raton community and persuading consumers that the salon the best in the region, which will ultimately lead to increased trafc and more clients. This makes advertising crucial. Advertising will help to establish the salon in the peoples minds through frequency and the use of multiple media. Since a purchase of service or product in the salon is not an investment purchase (such as car or kitchen), and is needed by our target on a regular basis, the advertising will be kept at a consistent level throughout the year. This way the message also has time to grow within the community and awareness will increase over time. The greatest amount, 33.0% or $108,540.00 of the advertising budget will be spent on radio advertising. The radio spots will air throughout the year on a very consistent basis to create an ongoing listener relationship. The goal is to make the salon super familiar with the listener, almost make the salon part of the listeners daily routine. Since our target listens to the radio a lot, radio was chosen as the number one advertising medium. The second largest investment, 24.9% or $81,900.00 is dedicated to cable advertising. To ensure that Dorjon is able to stay within the budget, the target area does not extend beyond the greater Boca Raton area. A mix of ten different cable networks, which resemble our female target, were negotiated as a package deal, since the buys will be placed for the entire year. 11.1% of the advertising budget was dedicated to magazine advertising in the Boca Raton Magazine. The Boca Raton Magazine has the greatest resemblance with the target the salon is looking for on a regional level. Dorjon is going to have a full page ad featured in all 8 issues as well as 2 premium back cover positions throughout the year. Since the Boca Raton Magazine has such a great similarity with Dorjons female target, some of the direct mail efforts will be distributed through the magazine. The salon will distribute the direct mail cards inside the magazine to hit the afuent audience, the Boca Raton Magazine delivers, in a very unique way. This will take up 11.7% or $38,720 of the advertising budget. About $20,000 of the budget will be spent on creative development fees including: In store posters and brochures to let people know about gift card opportunities the salon has to offer, magazine ads, copywriting and miscellaneous creative. The rest of the budget will be spent on theater advertising ($30,676) and mall advertising ($12,500) to help establish rapport with the Boca Raton community.

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5.2.1.1 Advertising Budget

he overall advertising budget for the salon is set to $400,000.00 for the 2007 calendar year. 33.0% or $108,540.00 of the advertising budget will be spent on radio advertising. 24.9% or $81,900.00 is dedicated to cable advertising. 11.1% of the advertising budget was dedicated to magazine advertising in the Boca Raton Magazine. 11.7% or $38,720.00 will be spent on direct mail in the Boca Raton Magazine. 9.33% or $30,676 will be spent on theater advertising and676) and 3.8% or $12,500 is dedicated to mall advertising where some co-op contracts have been negotiated. The agency fees for creative development are estimated to be around $20,000.00 for the 2007 calendar year.

Advertising Budget by Consumer


Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2007

Radio $9,045 $9,045 $9,045 $9,045 $9,045 $9,045 $9,045 $9,045 $9,045 $9,045 $9,045 $9,045 $108,540

Cable $6,825 $6,825 $6,825 $6,825 $6,825 $6,825 $6,825 $6,825 $6,825 $6,825 $6,825 $6,825 $81,900

Magazine $6,750 $2,292 $2,292 $2,292 $2,292 $2,292 $2,292 $2,292 $2,292 $2,292 $2,292 $6,750 $36,420

Magazine Direct Mail $3,227 $3,227 $3,227 $3,227 $3,227 $3,227 $3,227 $3,227 $3,227 $3,227 $3,227 $3,227 $38,720

Theater $2,556 $2,556 $2,556 $2,556 $2,556 $2,556 $2,556 $2,556 $2,556 $2,556 $2,556 $2,556 $30,676

Mall Advertising $0 $0 $6,250 $0 $0 $0 $0 $0 $0 $0 $6,250 $0 $12,500

Agency fees $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $20,000

Total $30,070 Average $4,296 $25,612 $3,659 $31,862 $4,552 $25,612 $3,659 $25,612 $3,659 $25,612 $3,659 $25,612 $3,659 $25,612 $3,659 $25,612 $3,659 $25,612 $3,659 $31,862 $4,552 $30,070 $4,296 $328,756 $46,965

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5.2.1.2 Creative Brief

Objective: Create brand awareness, inform target and build trafc Target Audience Prole: The target market for the salon is predominantly female. The female individual appreciates beauty, fashion and style and likes to show that. A normal day for her denitely includes shopping in a number of the best boutiques in town. This female tends to take very good care of herself through exercise as well as numerous upscale beauty products. Although having an elaborate lifestyle, the target is a person of high inuence and in or close to retirement. The person also tends to have traveled the world and is inuenced by an international culture. If the person is not retired she is involved in business and tends to be in upper level management with a vast inuence in the South Florida community. She appreciates quality and is willing to pay for it.

Demographic: Age: Primary age group: Secondary age group: Gender: Family life cycle: Income: Occupation: Education: Race: Generation: 35 64 50 64 35 - 49 female older, married with children $100,000 and over retired, management, business owners College graduate white, Hispanic Baby Boomers

Psychographic: Social class: Lifestyle: Personality: lower uppers, upper uppers Achievers Ambitious

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Message Theme: The primary theme will be that Dorjon is for the sophisticated woman of today, who enjoy their elaborate lifestyle to the fullest. Dorjon is their number one choice focus on best color services. The Support: Dorjon was recently voted in the top salons in the US. Unique Selling Point: Focus on the fact that Dorjon does the BEST COLOR SERVICE/TREATMENT in South Florida. Product Benet: Dorjon is an exclusive AVEDA salon. Aveda color is more natural than other hair color products and does less damage to the hair. Personal Values: Dorjon is a place where you enjoy going.. relax..indulge.. Going to Dorjon should make you feel good about yourself. Power words: happy, free, secure, inner peace, feeling simply good. Leverage Point: A high end look / feel of the ad will give the salon an edge and show that it is superior to other salons.

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5.2.1.3 Advertising Design

n developing the print ads, a mixture between a preemptive message - and a unique selling proposition strategy will be used. Dorjon will be positioned as the best salon for color and the ads will also feature that Dorjon was voted into the top 80 salons in the country. This will be conveyed through a mix of appeals. Sex, rationality and emotion will give the ad an edge. The executional framework will be a mix of dramatization, testimonial and slice of life, showing a model with beautifully colored hair. The television commercials will use a affective message strategy with an emotional appeal and a testimonial/slice of life/demonstration executional framework. The ads feature a beautiful woman in her mid 40s to mid 50s, that seems to be fully enjoying her life a person our target can relate to. As she enters the salon a time lapse starts and the viewer can see the whole treatment and see the after. For the radio ads a cognitive message strategy will be used with a mix of appeals (depending on the day). The executional framework will be a pure testimonial, since the radio morning show host will endorse the product.

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5.2.2 Consumer Promotions

he budget for consumer promotions is set to $37,590 for the entire year. Since the salon offers an upscale service the consumer promotion is mixed with direct mail. Each month the salon will send out 25,000 direct mail cards with different themes featuring specials and other freebees to their current customer database as well as purchased target lists. Since the salon offers a very high end product, no price reductions or similar will be offered. Price reductions or similar would tend to project a different image than what has been outlined in this IMC plan. The goal here is to involve the customer and make him feel important. Direct mail cards will be designed as gift cards and invitations that thank the receiver for being part of the Dorjon community, or invite the receiver to join the Dorjon community. Specials include:

A thank you massage A thank you manicure A thank you pedicure

Small premiums like the ones above will show the target that Dorjon cares about them, which again, creates rapport and awareness. Throughout the year, gift cards will also be available for sale at the salon.

Dear Dorjon Community Member, We want to thank you for making Salon Dorjon your first choice when it comes to making you look fabulous. As a gift from us to you please choose one of the following at your next visit to the salon: Receive a free Thank You Massage Receive a free Thank You Manicure Receive a free Thank You Pedicure Receive a free Thank You AVEDA Gloss Hair Treatment To redeem your gift you must simply detach the address portion on the right and hand it in during your next service treatment*. Thank you, Your Dorjon Team
* Valid until 12/1/2007, please schedule appointment. Transfer of coupon possible if scheduled ahead of time.

MONICA EXAMPLE 3698 EXAMPLE BLVD EXAMPLE TOWN, FL 33308-1234

~Palms Plaza~ 22191 Powerline Road | Boca Raton, FL 33433 Tel.: 561 . 392 . 3555 | www.dorjon.com

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5.2.3 Personal Selling

t Dorjon every stylist or colorist acts as her own salesperson. Every employee that is involved with the customer has to make sure that she / he comes back. At the end of the service treatment the person that handles the customer has to make sure to set a future appointment, and that the customer feels obliged not to miss it. Secondly every colorist or stylist is encouraged to sell AVEDA products at the end of every service treatment by a certain commission structure. This is a way for service personnel to earn extra income and provides a great income for the salon.

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5.2.4. Public Relations & Sponsorship Programs


he 2 main groups of stakeholders involved with the salon are the employees and the salon clients. Dorjon stresses the fact that the employees should be involved in every aspect of planning and know about every current IMC effort the company makes. The employees are the direct client contact and can help to make or break a campaign. They are the ones demonstrating what Dorjon is all about if they are kept in the dark about what the salon is trying to do, it can have an even negative impact on the companys message theme. Dorjons corporate reputation will be monitored on an ongoing basis. After being in business for over 25 years and building a business mainly through word of mouth, it can be said that Dorjon has an excellent reputation with the customers as well as the community.

The public relations efforts have 2 main goals:

Extend the positive reputation in the community (let more people know about Dorjon) Maintain a constant image of community involvement.

Besides actively advertising in broadcast, print and interactive media, the PR efforts will help to reinforce the brand recall and create stronger brand ties with the salon through effective events and sponsorships. People in the greater Boca Raton community will not only see or hear Dorjon ads, they will also read about the community efforts the salon makes in various newspapers. Philanthropy is written very big with Dorjon and AVEDA.

Cause related marketing programs scheduled for 2007:

Dorjon will be a major contributor to Locks of Love Drive where hair is collected throughout the week to make wigs for kids with cancer. One whole week worth of sales will be donated to the kids as well. Dorjon is involved with mothers and children in distress. Anyone who needs help and lives in the distress communities in the greater Boca Raton community will receive free service from Dorjon throughout the year. Dorjon will be involved as a sponsor in the yearly AIDS walk.

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Dorjon will be involved as a sponsor in the Broward / Palm Beach Breast Cancer Walk.

The AVEDA brand itself will help the salon to establish itself as environmentally friendly, since AVEDA positions itself as the brand that cares for mother earth. Since the brand is so strong and so evolved the image has a spillover effect on the salon and in some way borrows its reputation to Dorjon. In this case AVEDA does all the green marketing for Dorjon just by mentioning its afliation.

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5.2.5 Database Programs

Salon Dorjon currently has a database program in place to keep track of customers and scheduling. The database program is able to hold information about the customer, including his/her name, contacts and personal information the stylist or colorist wants to enter in order to remember the person better the next time he/she enters the salon. Possible information are birthdays, kids birthdays, recent achievements, etc.. Clients can be pulled by name, address, phone number as well as zip code area. Furthermore the program allows the administrator to see how much the client spent by year/ month/day and how he/she paid (credit card, cash). The salon will extend the database program and add some features in early 2007 coming to a total of $3,000.

Data Warehouse

The data warehouse keeps all of the salons customers names, addresses, phone numbers, email addresses as well as particular customer information. The warehouse also holds the customers record of service including when he received treatment, what kind of treatment and how much he spent. Additionally the data warehouse will be expanded on a regular basis by purchasing direct mail lists for direct marketing purposes. All the data can be easily tabulated and information can be pulled to extract useful information on target groups.

Direct Marketing

The database will be used for direct mail purposes. In other words direct mail will be used to keep current clients up to date (holiday gift specials, preferred customer cards with discounts, etc.) as well as solicit new households to join the fabulous Dorjon community. Email blasts will be used to keep customers up to date and feature new members of the Dorjon team for example.

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Permission Marketing
Dorjon will use a permission-marketing program to target the customers in a more effective way. Since the return rates on permission marketing are much higher than traditional direct marketing campaigns due to the fact that the group receiving the solicitation are more likely to be interested, Dorjon will ask the customers if they are interested in receiving specials via mail or email. In the beginning the whole data base will be used for direct marketing, because it will take a while to get all the permissions from the customers.

Frequent Shopper Program


Dorjon will not use a frequent shopper program. Instead the individual stylists and colorists know who their good, long-time customers are they take care of them and make sure that they receive a special once in a while to ensure that the customer is happy and will return. A special may include a free facial or free deep conditioning package. This is not advertised or written down somewhere, this takes place on a individual friendship basis.

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5.3 Media Plan

he following pages constitute the media plan specically tailored to the target audience of Dorjon. The media plan consists of the following media outlets that have been carefully chosen to maximize frequency, reach and protability for the salon:

1. 2. 3. 4. 5. 6. 7.

RADIO CABLE THEATER ADVERTISING MAGAZINE DIRECT MARKETING WEB MALL

All these outlets are chosen as a result of in-salon surveys as well as data from Maximizer and Qualitap to best hit the target audience and generate the most response. This is a complete media list for the salon. The salon does not have to choose to air on all media listed in this report, they were merely put together for the purpose of this IMC plan and to show the salon what possibilities are out there. (It is advisable though to choose at least 3 media to get the results the salon is looking for.) All rates are valid until 12/31/2006, after that rates are subject to inventory.

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RADIO

o gain more insight into what radio station the typical Dorjon customer listens the research consisted of in-salon surveying as well as looking at current and past Arbitron books for the Miami / Fort Lauderdale / Hollywood as well as the West Palm Beach metro. Important metro statistics such as market rank, population prole, ethnic composition and qualitative information was tabulated and compared to nd the perfect radio station for the salon. Concluding all the research one radio station showed the strongest relationships with the target audience and therefore is the top choice for Dorjon. 97.9 WRMF-FM the Variety station is the number one station in every single day-part for our predominantly female, white target with a primary age composition of 50-64 years and secondary age composition of 35-49 with an overall yearly household income of $100,000+, residing in North Broward or South Palm Beach county. The schedule negotiated with WRMF shows a high frequency and rates are 45% down since the insertion will be xed for the whole calendar year. The schedule divided by month according to the 2007 broadcast calendar and will also be billed monthly according to that. As can be seen the schedule is focusing primarily on the Jennifer & Danny WRMF morning show during the later week. The decision is based on the fact that:

1. 2.

Morning drive time is the most active listening time for radio, followed by afternoon drive and mid-day. The Jennifer & Danny morning show already has a very high rapport and exclusive reality with our target and Jennifer will endorse Salon Dorjon.

The schedule focuses on later week since research shows that people are more responsive to personal services (such as styling / spa) during that later half of the week. People start thinking about the weekend usually around Wednesday. The Dorjon spot is more likely to be heard and cut through the clutter to reach our target because of that. Jennifer from the morning show will exclusively endorse the salon live once per morning show from Wednesday through Friday, followed up by a recorded spot. This will have a great impact and generate calls due to the fact that Jennifer stands for our target and attracts the listener Dorjon is looking for. Supplemental spots will run around the clock Wednesday through Friday and on the weekend from 10am 3pm to increase the frequency and generate a greater response from out target. The schedule will air three weeks out of four per broadcast month. There will be oneweek hiatus in order to stay within the set budget. The last week can always be added during the calendar year.

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As added value the agency was able to negotiate the following:

1.

Q & A Session once a month: Luca & Joseph Boccia will be invited to join the morning crew with Jennifer and Danny once a month live on the air to discuss current trends and techniques in fashion and hairstyling. Banner ad and own to www.dorjon.com page on www.wrmf.com including hyperlink

2. 3.

Your day to relax giveaway. Weekly on air promoted giveaway by the morning show. The winner will be drawn every Friday and will receive a certicate to redeem his own personal spa day at the salon. (The salon will provide certicates as well as the service up to a $1,000 value).

All the added value together is worth $185,000.00 for the whole year and is completely free of charge for the salon. The salon is only responsible to provide the services for the weekly giveaway winners. The added value supplements the schedule and generates free on air mentions over the year. This again increases the frequency and establishes the name Dorjon in the market.

Overall goal for radio is to generate a 3.0 4.0 ROI over the whole year.

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CABLE

o gain more insight into what broadcast networks (TV) / cable networks (cable TV) and / or shows the typical Dorjon customer watches, the research consisted of in-salon surveying as well as looking at current and past Nielsen books for the DMA (Designated Market Area). Important statistics such as market rank, population prole, ethnic composition and qualitative information was tabulated and compared to nd the perfect network(s) for the salon. In addition we looked at certain shows and series that have greater than 50% resemblance with our target. Concluding all the research it became clear that in order to stay within the budget the best choice for the salon had to be local cable television. National TV does not make much sense for a local client and even the afliated networks such as (NBC, ABC, FOX, CBS, UPN, WB) have high rates for shows that would make sense to buy in order to hit our target. Furthermore local South Florida TV stations have a high cume and a vast reach, which again does not make sense for Dorjon. Someone living in West Miami is not very likely to react to a spot that advertises a salon in Boca Raton. Overall local network television would simply be too expensive and waste the media budget for the salon. Therefore the best choice for Dorjon is local cable television. Cable television can be bought in zones usually similar to zip code zones. The geographic area for the cable buy for Salon Dorjon can be seen in the map below (Fig.: 1.1). The area was chosen according to the salons client database, resembling the geographic area where a high concentration of Dorjons clients can be found. Dorjons television spot will air on 10 cable network stations in this dened geographic area. The agency was able to negotiate a special package for the salon since the buys will be placed for the entire year. For $2,275.00 per week Dorjon will get 127 spots per week in various day-parts on 10 cable stations, ranging from early morning to late night fringe, including all day rotators as well as spot buys in the particular stations prime shows, movies and series. The production of the spot is not included in the price. Production costs generally range from $5,000 to $15,000 depending on creative, stafng, location and so on. Once client approval is given, schedules are signed, budget and concepts are approved, the agency will negotiate and implement the stages of production. Fig.: 1.1

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THEATER ADVERTISING

his channel will help to establish rapport with the Boca Raton community. The two theatres that will air the salons animated 15-second spot are Regal Shadowwood 16 on Glades Road and the very popular Muvico Palace 20 near FAU. The theatres will take weekly turns to stay within the budget. The 15-second spot will air twice before every showing and remind people about Dorjon. This channel will contribute to establish the name Dorjon in the community and helps brand the salon rather than taking a direct sales approach. Due to the fact that the insertion is for the whole calendar year and well booked in advance the salon will receive an added value package consisting of 26 weeks of free lobby entertainment advertising. Dorjons 15 second animated spot will air every 34 minutes free of charge on the numerous plasma screens in the lobby of the theatre where people are waiting for the shows.

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MAGAZINE

o gain more insight into what magazines the typical Dorjon customer reads, research, consisting of self-administered questionnaires and in-salon surveying, was conducted. Furthermore ethnic composition demographics and qualitative information of the top choice magazines target was reviewed to select the best advertising print medium for the salon. Boca Raton Magazine had the greatest resemblance with the target the salon is looking for on a local level. Readership is predominantly female between the ages of 35 and 64 (Baby Boomers) with an average yearly household income of $355,170. Readers are very ambitious, have an upper class lifestyle and enjoy fashion, trends and personal care the ner things in life. If there would be three words to describe Boca Raton it would be dynamic, afuent, sophisticated this is the target the salon wants as clients. With an average total distribution of 23,103 the magazine delivers an incredibly upscale audience that can both appreciate and afford the nest in luxury goods and services in a costeffective and efcient manner.

Rates: The agency was able to negotiate a special rate for Salon Dorjon since the salon is willing to book 8 full issues / one year. Dorjon will receive 8 full-page color positions for a total of $27,508. On top Boca Raton Magazine conrmed that Salon Dorjon has the option to book 2 additional premium back cover positions for the price of one. The salon has the option to reserve 2 premium back cover positions for an additional $8,916. Due to the fact this is a yearly buy the magazine offered a banner space on their website (www.bocamag.com) free of charge as added value as long as the ads are running and payment is current.

This brings the yearly investment to: $36,424 GROSS

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DIRECT MARKETING

ince the salon has a current client database of approximately 10,000 clients in the South Florida area this database will also be used for direct mail purposes on a regular basis. Furthermore a list was created using the demographic data that constitutes Dorjons ideal target. Here again a ten-mile radius was drawn around the salon location at 22191 Powerline Road, Boca Raton, FL 33433, and afuent neighborhoods with household incomes of $100,000+ and a strong interest in personal care were targeted. The nished list consists of approximately 15,000 up-to-date addresses. Both lists combined target approximately 25,000 households in the greater Boca Raton vicinity.

In other words direct mail will be used to keep current clients up to date (holiday gift specials, preferred customer cards with discounts, etc.) as well as solicit new households to join the fabulous Dorjon community.

Cost: List of 15,000 addresses: Design of 11,25 x 6 direct mail card: 4/4 color printing on high gloss and bulk mailing: $4,990 GROSS $2,600 GROSS $0.10 GROSS per card ($30,000 for 300,000 cards)

The cost for 300,000 direct mail cards printed and mailed via bulk mail is $30,000 per year. Each month 25,000 direct mail cards will be sent out to the current customer database for a total of $2,500 per month. The price of the list as well as the design cost is a one-time fee. After the fee is paid the salon owns the full rights to the list.

Total Investment: $37,590 GROSS per year

Additionally the salon will use email blasts every couple of months to keep customers up to date of whats happening in the salon and even tell them that they will receive mail with Dorjon Specials. Also featured in the blasts are new members to the staff. This way the salon establishes a perfect way of letting customers know whats going on in the Dorjon community on a regular basis.

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DIRECT MAIL (Boca Raton Magazine)

second option for the salon is to distribute the direct mail cards inside the Boca Raton Magazine. With an average distribution of 23,000 to 25,000 magazines the salon would have the chance to hit the very upscale and afuent Boca Raton Magazine audience in a very unique way.

Cost: Design of 11,25 x 6 direct mail card: 4/4 color printing on high gloss paper: Boca Raton Magazine fee: $2,600 GROSS $9,000 GROSS (300,000 pcs.) $27,120 (8 issues) ($3,390 per issue)

Total Investment: $38,720 GROSS per year

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WEB

alon Dorjon will have a banner ad on www.wrmf.com free of charge as added value from the station. The banner ad will link to their own splash page in www.wrmf.com where visitors have the chance to sign up for free gifts and read up on the latest trends and fashions in hairstyles. From the splash page visitors can visit www.dorjon.com via a hyperlink. This again will drive trafc to www.dorjon.com where visitors have the chance to book their service treatment. WRMFs website has around 25,000 unique visitors per week.

The salon will also have a banner ad placed on www.bocamag.com, Boca Raton Magazines website. This placement is free of charge as well and was negotiated as added value for the salon.

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MALL ADVERTISING

n order to further diversify the media mix, salon Dorjon will advertise in the Boca Raton Town Center Mall. Research found that the Town Center Mall has an overwhelming resemblance with Dorjons target customer. The mall attracts a 61% female target with a high personal income and is highly upscale. Featured stores such as Armani, Boss, Burberry, Cartier, Coach, Kate Spade, Louis Vuitton, Mont Blanc, Neiman Marcus, Saks Fifth Avenue as well as an AVEDA Retail store can be found at the mall just to name a few. Those stores were also found to be stores where the typical Dorjon customer shops on a regular basis.

The mall advertising will take place twice a year in the months of March/April and November/December since past data suggests that the mall has the highest trafc volume during those months. Especially during winter lots of people, which resemble the target Dorjon is looking for, come down from northern states to spend the winter in sunny South Florida.

Since the mall also features an AVEDA store, the Ziriakus agency was able to negotiate a three way co-op contract with the AVEDA store and AVEDA directly. The only requirement is that the ad features the AVEDA logo as well as well as directions to the AVEDA store in the mall. AVEDA therefore will take 50% percent of the associated media costs and only 50% remain to be paid by Dorjon as well as the AVEDA store. This leaves Dorjon with only 25% of the media costs to be paid.

The mall advertisement will be bought through Simon Brand Ventures (SBV) as Experiential Mall Media. The Ziriakus Agency negotiated a special deal with SBV where a new form of mall advertising will be pursued. Since this form of advertising hasnt been established and no data was able to be collected in the past, the cost will be signicantly lower than traditional mall advertising, where rates can be based on past impressions as well as effectiveness. SBV in turn has the chance to take AVEDA and Dorjon as the guinea pig to collect data about this form of mall advertising.

Whereas traditional advertising space in the Boca Raton Town Center is located on the ground, in directories or as backlit signs, Dorjon will use the space above the main entrance hall.

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Dorjon will have 100 47x69 beautifully designed canvas posters hanging from the ceiling in the main entrance area from the mall. The posters will be double sided and hang on one string from the ceiling of the mall. This will make the signs turn slowly through wind that will come in by customers opening the doors of the mall. It will have a very nice visual effect and motion make people look at the posters right when they enter the area.

Cost: Design Printing, hanging and space Free (added value from Ziriakus) $ 25,000 per session $50,000 for the whole year (2 sessions)

Total cost for Dorjon: Total cost for AVEDA store: AVEDA co-op:

$12,500 for the entire year $12,500 for the entire year $25,0005.

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6.0

IMC Objective Two (AVEDA Distribution Channel)

6.0 IMC Objective Two: AVEDA Distribution Channel

s discussed before, AVEDA uses direct as well as indirect distribution channels to get the products to the consumers, as well as an exclusive distribution strategy limiting the retail outlets for AVEDA products strictly to AVEDA salons or AVEDA shops, to create and sustain a prestige for the products.

SALONS

STORES

END CONSUMERS

This ensures that AVEDA can hold up the exclusivity of the brand and has absolute control over pricing and intermediaries. To help ensure a good channel relationship with Dorjon, AVEDA could do the following:

simplify ordering process through online ordering system. increase the number of AVEDA representatives in the area to conduct more product sampling and product demonstrations in the area. have more trade promotions throughout the year. supply stores and salons with more POS/POP to ensure salons are always looking top notch. increase the amount of co-op dollars available to top performing salons and stores. implement trade contests where top performing salons and stores receive prizes.

Since the salon is the receiver in the distribution channel, a budget does not apply. AVEDA simply saves Dorjon some marketing dollars by providing POS/POP and sales materials.

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7.0 7.1 7.2 7.3

IMC Objective Three (Business-to-Business) Budget IMC Methodologies Media Plan

7.0. IMC Objective Three: Business to Business

eing a hair salon targeting consumers, the marketing strategy is focusing on consumers mainly.In order to establish an extra channel to get to consumers the salon will implement a business to business strategy targeting ofces and companies in the near vicinity of the salon. Dorjon will offer exclusive gift cards to businesses to give to their female employees. Gift cards can range anywhere from $10 to $850 and can be used for everything the salon has to offer, be it AVEDA products or service treatments (massages, styling, color). The incentive for the employer is that Dorjon will give them 20% added value, meaning that the employer is actually able to give their employees more than he paid for. The gift cards can be used as incentives for employees, gifts or even prizes. In order to inform businesses about the available gift cards, Dorjon will have posters inside the salon as well as construct a small database of businesses around the salon to mail out small direct mail brochures two to three times per year.

7.1 Budget

he budget for objective three of the IMC plan is set to $10,000 for the entire year 2007. All of it will be used for direct mail to businesses and ofces around Dorjons location. There will be a mail out two to three times per year targeting those businesses during peak season, whereas posters will be hanging inside the salon throughout the year.

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7.2 IMC Methodologies

o reach Dorjons target market, direct marketing and in store posters/brochures will be used. Dorjons stylists will also be instructed to identify clients that own business or are in decisionmaking positions and introduce them to the Dorjon gift card. Service personnel will of course receive the usual commission of 15% for every sale.

7.3 Media Plan

o list will be purchased for businesses in or around the area to save costs for the salon. The salon will use primary data, collected in the salon to identify business owners and will simply use the yellow pages for business addresses.

Cost: Design of direct mail brochures: 4/4 color printing on high gloss and bulk mailing: $2,600 GROSS $0.10 GROSS per card

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8.0

Evaluation

8.0 Evaluation

he evaluation of the advertising and marketing efforts will take place on an ongoing basis over various levels.

The salon will receive the months media schedules before the rst of the month. It is the receptionists duty to ask how the customer (when they call in to make an appointment) heard about Dorjon. They have to nd out if it was through a referral, a direct mail piece, or if they have seen an ad somewhere. After writing down where the caller has heard about the salon (in what publication, station or direct mail), he or she will be noted down in a set up computer program, provided by Ziriakus. The same is true for walk-in customers. After the service treatment is nished the receptionist has to also mark the amount paid for the service treatment. This way the salon can take exact control in measuring media effectiveness. The salon can measure at any point in time:

How much the salon made compared to how much they spend that month (Return on Investment (ROI)) separated by the medium or in total. How many customers the ads pulled in, in total or separated by hour, day, month, year. What medium is effective, what medium is working. What ad is working to drive in trafc, what ad is working to drive sales. If the ad is driving in the right customer (It could be that an ad for some reason drives in more male trafc, although concept and copy testing took place. Using the computer program the ad can be detected almost immediately)

All ads are copy and concept tested in the salon to make sure that ineffective ads are kept to a minimum. Once a year the salon will send out a direct mail piece as well as hand out a survey in the salon to see which ad had the strongest recognition with the customers. Future advertising development will be tweaked accordingly.

It will take some time for the salon to establish an effective database with the computer program, but it is only a matter of time. One of the most essential steps is to set up the system correctly from the beginning on to make the advertising work.

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9.0 9.1 9.2

Design Samples Corporate ID Package Advertising


9.2.1 9.2.2 9.2.3 9.2.4 9.2.5 9.2.6 9.2.7 Print Ad TV Story Board Radio Spot Script Direct Marketing Pieces Banner Ad Mall Posters Billboard (not included in Media Plan)

9.0 Design Samples

The following section contains design samples for Dorjon.

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9.1 Corporate ID

back

front

~Palms Plaza~ 22191 Powerline Road | Boca Raton, FL 33433 | Tel.: 561 . 392 . 3555 | ww.dorjon.com

441

Palmetto Park Road

Palms Plaza Camino Real

Powerline Road

Palms Plaza - 22191 Powerline Road - Boca Raton, FL 33433 | Tel.: 561 . 392 . 3555 | www.dorjon.com
I-95

Palms Plaza - 22191 Powerline Road Boca Raton, FL 33433 www.dorjon.com

Glades Road

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9.2 Advertising

9.2.1 Print Ads

Magazine Ad

To make an appointment please call:


441 Palmetto Park Road Palms Plaza Camino Real

Powerline Road

Glades Road

Tel.: 561 . 392 . 3555


or log on to our website

I-95

www.dorjon.com

Palms Plaza | 22191 Powerline Road | Boca Raton, FL 33433

To make an appointment please call:


441 Palmetto Park Road Palms Plaza Camino Real

Magazine Ad

Powerline Road

Glades Road

Tel.: 561 . 392 . 3555


or log on to our website

I-95

www.dorjon.com

Palms Plaza | 22191 Powerline Road | Boca Raton, FL 33433

73

Magazine Ad

Magazine Ad

To make an appointment please call:


441 Palmetto Park Road Palms Plaza Camino Real Camino Real

To make an appointment please call:


441 Palmetto Park Road Palms Plaza

Glades Road

Powerline Road

Powerline Road

Glades Road

Tel.: 561 . 392 . 3555


or log on to our website

Tel.: 561 . 392 . 3555


or log on to our website

I-95

www.dorjon.com

I-95

www.dorjon.com

Palms Plaza | 22191 Powerline Road | Boca Raton, FL 33433

Palms Plaza | 22191 Powerline Road | Boca Raton, FL 33433

441

Palmetto Park Road

Palms Plaza Camino Real

Glades Road

Powerline Road

I-95

Palms Plaza 22191 Powerline Road Boca Raton, FL 33433 Tel.: 561 . 392 . 3555 | www.dorjon.com

Magazine Ad (back cover)

74

To make an appointment please call:

Tel.: 561 . 392 . 3555


or log on to our website

www.dorjon.com
441

Palmetto Park Road

Palms Plaza Camino Real

Powerline Road

I-95

Palms Plaza 22191 Powerline Road | Boca Raton, FL 33433

Magazine Ad

Magazine Ad

To make an appointment please call:

Tel.: 561 . 392 . 3555


or log on to our website

www.dorjon.com
441

Palmetto Park Road

Palms Plaza Camino Real

Powerline Road

I-95

Glades Road

Palms Plaza 22191 Powerline Road | Boca Raton, FL 33433

Magazine Ad

Glades Road

75

To make an appointment please call:

To make an appointment please call:

Tel.: 561 . 392 . 3555


or log on to our website

Tel.: 561 . 392 . 3555


or log on to our website

www.dorjon.com
441

www.dorjon.com
441

Palmetto Park Road

Palms Plaza Camino Real

Palmetto Park Road

Palms Plaza Glades Road Camino Real

Powerline Road

Powerline Road

I-95 I-95

Palms Plaza 22191 Powerline Road | Boca Raton, FL 33433

Palms Plaza 22191 Powerline Road | Boca Raton, FL 33433

Magazine Ad

Magazine Ad

Magazine Ad

Glades Road

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9.2.2 TV Storyboard

ziriakus
m a rk et ing + m edi a + c reat iv e

TV Spot - Michelle :30

Video:

Shot of Michelle smiling, waling into the salon. She im mediately gets greeted and a friendly receptioist offers her a drink and teks her to her station. As the camera follows Michelle to the station the salon looks perfect and very busy. People are chatting and laughing. It looks like everybody is having a great time.

Video:

Michelle gets greeted by her stylist and sits down.

Sound FX: Video FX:

Music starts to fade in. (downbeat lounge music). Slowly a time lapse starts to occur.

Video FX:

The time lapse becomes faster and faster and the camera begins to circle around Michelle and her stylist.

Video FX:

The camera is still in time lapse circling around Michelle so that the viewer can see all steps fast, but in great detail.

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ziriakus
m a rk et i ng + m edi a + c reat iv e

TV Spot - Michelle :30 (continued)

Video FX:

Camera circles one more time and comes to a stop in front of Michelle.

Video:

Now the viewer can see Michelles new look. Her hair looks incredibly beautiful.

Sound FX:

Music starts fading out.

Video:

Blank white screen starts to fade in.

Video FX:

Dorjon logo fades in. Voted section fades in. Telephone numbers and address fade in.

Call us today

1 - 877 - 6DORJON

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9.2.3 Radio Script & Copy Points

SALON DORJON MICHELLE ENDORSEMENT RADIO SPOT (:60)

(COPY TO BE READ BY MICHELLE MARTIN, 55, LIVING IN BOCA RATON, CUSTOMER OF SALON DORJON)

SFX: MICHELLE:

SOFT BACKGROUND MUSIC THROUGHOUT THE SPOT ARE YOU REALLY HAPPY WITH YOUR HAIR? THE WAY IT LOOKS? THE WAY IT FEELS? DO YOU GET A LOT OF COMPLIMENTS ABOUT YOUR HAIR? WELL, I DO!

SFX:

SOFTLY LAUGHING

(PAUSE)

(FROM HERE ON READ HIGH TONE VOICE, MORE ENERGETIC/HAPPY) I GET COMPLIMENTS ALL THE TIME! ITS AMAZING! I FEEL LIKE A HOLLYWOOD STAR! MY HAIR IS SHINY AND THE COLOR OH MY GOD THE COLOR FOR ME IS THE MOST STUNNING! MY SALON IS SALON DORJON A PURE AVEDA LIFESTYLE SALON. AND YES, I AM AN ACTUAL CLIENT. I HAVE BEEN A CUSTOMER WITH DORJON FOR 5 YEARS NOW AND WOULDNT CHANGE THEM FOR THE WORLD. THE STAFF IS FROM ALL OVER THE WORLD, TRAINED BY THE BEST THEY HAVE BOTH LOTS OF EXPERIENCE AS WELL AS KNOWLEDGE OF THE LATEST TRENDS. YOU SHOULD GO AND CHECK I GUARANTEE YOU ITS WORTH IT! THEM OUT, GIVE IT A TRY

LUCA: JOE: LUCA:

HI MY NAME IS LUCA BOCCIA. AND I AM JOSEPH BOCCIA. WE ARE THE OWNERS OF SALON DORJON HERE IN BOCA RATON.

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JOE:

WEVE BEEN HERE IN THE BOCA RATON COMMUNITY FOR OVER 25 YEARS PROVIDING EXCELLENCE IN SERVICE TO OUR CLIENTS EVERY DAY. WE WOULD LIKE TO INVITE YOU TO JOIN THE DORJON COMMUNITY AND EXPERIENCE FIRST HAND HOW IT FEELS TO GET COMPLIMENTS LIKE MICHELLE ALL THE TIME.

LUCA:

JOE:

JUST VISIT US AT DORJON.COM OR CALL (561) 392 3553 (thirty-ve, fty-three) THATS (561) 392 3553 (thirty-ve, fty-three)

ANNCR:

DORJON VOTED INTO THE TOP 80 SALONS IN THE COUNTRY, AND VOTED BEST SALON FOR COLOR

COPY POINTS FOR JENNIFER (MORNING SHOW) SALON DORJON

SALON IS PART OF THE GREATER BOCA RATON COMMUNITY FOR OVER 25 YEARS. VOTED INO THE TOP 80 SALONS IN THE COUNTRY VOTED BEST SALON FOR COLOR SERVICES THEY DO THE BEST COLOR IN TOWN AVEDA COLOR IS NATURAL. BETTER FOR YOU. BETTER FOR THE ENVIRONMENT. FULL SERVICE SALON & SPA OFFERING HAIR CUTTING, COLORING, MANICURE, PEDICURE, FACIALS, MASSAGES, WHATEVERY YOU CAN THINK OF. STYLISTS ARE HIGHLY TRAINED FROM THE BEST ACADEMIES IN NEW YORK, PARIS, MILAN, BERLIN, RIO DE JANEIRO AND OTHER FASHION METROPOLES. TO MAKE AN APPOINTMENT CALL 561 392 3555 (THREE-NINETWO-THREE-FIVE-FIVE-FIVE) AND ONE OF THEIR FRIENDLY STAFF WILL TAKE CARE OF YOU RIGHT AWAY. TELL THEM THAT JENNIFER SENT YOU AND RECEIVE A SPECIAL.

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9.2.4 Direct Marketing

Direct Mail Piece (Boca Raton Magazine) FRONT

441

Palmetto Park Road

Palms Plaza Camino Real

Powerline Road

I-95

Call us today

1 - 877 - 6DORJON

~Palms Plaza~ 22191 Powerline Road Boca Raton, FL 33433 Tel.: 561 . 392 . 3555 | www.dorjon.com

Direct Mail Piece (Boca Raton Magazine) BACK

Glades Road

81

Direct Mail Piece (General) FRONT

SALON DORJON 22191 POWERLINE ROAD BOCA RATON, FL 33433

Salon Dorjon was recently voted in the top 80 salons in the United States. We are proud to say that our stylists are the best, trained in the worlds fashion capitals like New York, Los Angeles, Paris, London and Madrid. We stay on top of current trends in fashion and styling to support our clients and create an exceptional service. To make sure that you receive only the best products available, Dorjon exclusively carries AVEDA products. Better for you. Better for the environment. If you would like to experience Dorjon please call us to schedule an appointment with one of our experienced stylists.

Call:

1 - 877 - 6 D O R J O N

22191 POWERLINE ROAD BOCA RATON, FL 33433 (561) 392 - 3555 1 - 877 - 6DORJON www.dorjon.com

Direct Mail Piece (General) BACK

82

Email Blast Example

9.2.5 Banner Ad

Banner Ad

83

9.2.6 Mall Posters

Mall Hangers 47 x 69FRONT

Mall Hangers 47 x 69BACK

84

9.2.7 Billboard

Billboard

85

10.0 Public Relations

10.0 Public Relations


BACK FRONT

ND UND CKGROU ANY BA COMPANY

FOUNDE RS:

Luby Bocc and Jo ca Luca ia: __ s founded o WH __ Luca has colorist and tw __ ars and wa YU e __ f 25 ye RM S: ation for people, on been in the hair ind __ O oper _ ly 3 nd make peop1995 they are at ustry since f __ LF staff of on s been in itial n ha __ 1978. He TA Salo e) The Salo es. Since le look beautiful wh with an in __ T knew he _ as e timand 1980 nd wanteDo en he wa n MI __ father of ele cation thre opened in _ r S lo to be a ha s still in hig fir f st first rjon two kids. th __ te irstylist an rew their AN h school.e be Boccia. It Besid __ dia rjon rj d or on outg n teaching Today he was re st, TR m: __ me in the AV The salo es running the sa 433. then on Do X is train happily n ce __ way.EDA Fr o lon with Lond Florida 33 tly __ lists. From married r im ____ FA networ ed : cles in the on his oldera ca Raton, vote __ sty (fo in ll ate br many obsta nd other Joe,th In 2000k all over the Uni __ Road, Bo our __ D with off. _ _ rline e en Ma ited State c 0 he wojoy d in th __ __ or es: 1918Powe tough start really took drid s. lien 22 P g e to it __ rlds __ salon . e Joe Boccia: it was a ts exc .W lon, Pa Ed p 80 __ __ s fa 00 that th ion and lusiv the owners e sta TO __ lifestyle sa __ shio salo esk t until 20 nat E According to __ __ Joe ans AVEDA ely yo crea n c ns in /D e ha over 30 but it wasn __ __ t he n to to m te TH apit years of push they panding, __ a and becam __ in op ent the an ake als __ __ of c nstantly ex 00 ES in the nato be the final experience in Unit eir strategy nm 1 exc sure d th g __ __ like was co urre ed S epti ssi __ __ op ia change AK is seemed tions top salons A, they the industry. Be op t ph Bocc that t New nt tr a. Th of a __ ED __ ona tate M fore open sA our f d nsJoseA the end __ e for Aved __ three bebrand of AV from New York l s s. O ing up Do Yor hise ew _ Luca aan tio s in f franchise ervi ON D rjon he wo custo ur s kes k, L __ powerful autiful kids. He ees and ork to LA. T day me a franc :N a L To ice. beca fash __ tyli an the en rked omer VE en To os CO he is happily theaningAthat they rience a d client and wo er 35 employ joys working nm __ SA is sts s re ion Dor expe Ang o _ kin N th married an are uld N ceiv and kesm , an jon __ sal A ax: eles N 20 years of lon has ov nt change it ida and g in the s lonTlikCT m a sa O d father i F n their e th __ the sa n styli , P e the first carr : cla n m orjoededt.o With both, __ ato uth Florfor the world. e in ne: AT AT I O s. Today aris m o _ ng day he did o ies R d. in So R dus D ne ry , __ their drea sal to s Ph ca his first p status AV to r try o n other __ upp CA HE N esds yond ED s be hai ego eved a succen s be __ :B It reached alo top 80, an t r ort _ ar. A a st. Re BO made the T r et . S ne ca hi ac __ pro ers per ye r id SAL 06 __ ey recently ha duc edg ,00e custom IN Flo E l ON 20 __ ng areas: no g er 25a s 0 ns list th ts R lo _ llowi DO es ov ut h s i n tha ericas Sa servcuttin was into the fo LO So RJO n est of: Am or e is split up L. lon MISSION: N alo GA ty, nally. On the B hey 80 ,F nm 221 day the sa ali l s rj di tt or on. t on 91 P ON qu natiotop Dorjon. To sfu Ra tha to e, ede owe he RJ e historyl of ces t Boc ca a vi c cce rlin g stone inathed n suc aR DO go Our daily Bo ser eR kin mile li , su st aton goal is to oad in t he xp 6 (56 Ma t on mo , FL provide ex 00 1) 3 ae ted Ra y. education l ow th , 2 334 cellence on 9 cci and tel res ca and expe f ol inservice 2 3 33 1 shi st Bo r ia 12 vice and 55 d ception nt e Bo rience. W e i p fa n 877 express art in 5 e are passi each perso ber Joe ly aRe e b me pro of rly i d p istic freed m i th p onate n should la ww abouDO g- t ate and om throu pte s a w.d experienc icu t RJ AV d oo fam on for pon t l oc gh Se balance in lon e a state o jo our ON EDA lif art uca Shams o one l od, an e. i ke on estyle, an their lives list of well-rben.c s p he sa on sL rl tay y. sh sal d believe . The outco ingom d ei t 80 ed an a embr tor ner ylse / Finigo me le . ns A the plane me is a ric i tte ace the im nk ng t. om sto rjoCut / cSt vic ow sty t which we are o m li u her quali ra lc htening portance inhabit. life rable ey rfe ty of life sty y l the ery c om we tD to hrms / Straig c t of a pe for our gu / Pe rs, tch ta v er no ew t th nce Color re, ests, our bu te ho yea - no ca ord . e staff, and evi fac n, rea ile t op 25 in eri er E hey alo t he et as er es Th exp . TWaxingm BL es as te ov W well sal on cia r th ith t he cure IL A o: or w s re and ise fo ess f ott s w icure / PediA ng ea ey app AV a d Man aki e m ervic pr t th he d sin nd on RE s sur bu s e m e t ha ya cia SAn im e, low nce in happ the m Estheti OP e t f ol tim In e se l m y y pri ply cel ver he sa ges IEW ver # sur V Massa sim de ex t E ## R are t at TE s. vi nts esn IN ile lie do pro eou wh or g ir c It O& e g s T it: nd Th ok HO ts tr e r lo pu ,P hai and mer EO ID my to :V cus make T ER y AL t he A DI ME

seph

87

11.0 Consumer Sales Promotions

11.0 Consumer Sales Promotion

Direct Mail Piece incl. Coupon FRONT

Dear Dorjon Community Member, We want to thank you for making Salon Dorjon your first choice when it comes to making you look fabulous. As a gift from us to you please choose one of the following at your next visit to the salon: Receive Receive Receive Receive a a a a free free free free Thank Thank Thank Thank You You You You Massage Manicure Pedicure AVEDA Gloss Hair Treatment

To redeem your gift you must simply detach the address portion on the right and hand it in during your next service treatment*. Thank you, Your Dorjon Team
* Valid until 12/1/2007, please schedule appointment. Transfer of coupon possible if scheduled ahead of time.

MONICA EXAMPLE 3698 EXAMPLE BLVD EXAMPLE TOWN, FL 33308-1234

~Palms Plaza~ 22191 Powerline Road | Boca Raton, FL 33433 Tel.: 561 . 392 . 3555 | www.dorjon.com

Direct Mail Piece incl. Coupon BACK

89

12.0 Business-to-Business Promotion

12.0 Business-to-Business (B2B) Promotion

In Store Poster for Gift Card

Get the Dorjon Gift Card. The perfect Gift for ANY occasion.
Just ask at the counter and receive 10% off the amount of the gift card. This way Dorjon helps you buy presents. Available all year. Non-refundable.

Get the Dorjon Gift Card. The perfect Gift for ANY occasion.
Just ask at the counter and receive 10% off the amount of the gift card. This way Dorjon helps you buy presents. Available all year. Non-refundable.

In Store Poster for Gift Card

91

Beaut y

Is Always The Perfec Gift ... t

Direct Mail Brochure Promoting Gift Card OUTSIDE & INSIDE


~Palms Plaza~ 22191 Powerline Road Boca Raton, FL 33433 Tel.: 561 . 392 . 3555 www.dorjon.com

Dorjon Gift Card

Palms Plaza

Powerline Road

I-95

441

MONICA EXAMPLE 3698 EXAMPLE BLVD EXAMPLE TOWN, FL 33308-1234 MARKETING MAGIC
Glades Road

Palmetto Park Road

Camino Real

Need a gift for your employees?


Get the Dorjon Gift Card. The perfect Gift for ANY occasion.

1 - 877 - 6DORJON
Call now or visit our website www.dorjon.com and receive 20% off the amount of the gift card. This way Dorjon helps you buy presents.

Available all year. Non-refundable.

92

13.0 13.1 13.2 13.3 13.4 13.5 13.6 13.7

Strategic Plan Company History Management Team Marketing Mix Strategies Mission Statement Goals & Objectives SWOT Industry Research

13.0 Strategic Plan

The following constitutes the Strategic Plan.

13.1 Company History

he Salon has been in operation for 25 years and was founded by Luca and Joseph Boccia. It rst opened in 1980 with an initial staff of only 3 people, one colorist and two stylists. From then on Dorjon grew and moved location three times. Since 1995 they are at 22191 Powerline Road, Boca Raton, Florida 33433. According to the owners it was a tough start with many obstacles in the way. The salon was constantly expanding, but it wasnt until 2000 that the salon really took off. In 2000 Luca and Joseph Boccia changed their strategy and became an AVEDA lifestyle salon, meaning that they became a franchisee for Aveda. This seemed to be the nal push they needed. Both, their business with 20 years of experience and the powerful brand of AVEDA made it a success beyond their dreams. Today the salon has over 35 employees and serves over 25,000 customers per year. It reached top status in South Florida and nationally and has an average new client rate of 150 (new) customers per month. On the best of Americas Salons list they recently made the top 80, another milestone in the history of Dorjon. Today the salon is split up into the following areas:

Reception Shampoo Cut / Style / Finish Color / Perms / Straightening Waxing Manicure / Pedicure Esthetician Massages

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Through this segmentation Dorjon ensures maximization of income. Every customer has his/her own service consultant for every area of interest. Through this the processes are streamlined and more customers can be handled per day.

13.2 Management Team

FOUNDERS: Luca Boccia: Luca has been in the hair industry since 1978. He knew he wanted to be a hairstylist and make people look beautiful when he was still in high school. Today he is happily married and father of two kids. Besides running the salon with his older brother Joe, he enjoys teaching in the AVEDA network all over the United States. Joe Boccia: Joe has over 30 years of experience in the industry. Before opening up Dorjon he worked in the nations top salons from New York to LA. Today he is happily married and father of three beautiful kids. He enjoys working in the salon like the rst day he did his rst client and wouldnt change it for the world.

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13.3 Marketing Mix Strategies


MARKETING STRATEGY

Dorjon positions itself as a high-end full service salon and spa, where the customer is treated with utmost respect and receives superior service. On top of that Dorjon is an exclusive AVEDA salon, meaning that the products are all-natural and already have a very high-end positioning in the consumers mind themselves. Dorjons marketing strategy is based on a positioning of brand and service differentiation. The primary target for the salon and its services are females, between 50 and 64 years of age, that are lower upper to upper upper income professionals or retired professionals, who have the time and money to be able to afford the services at the salon on a regular basis. The secondary target for the salon are younger females between 35 and 49 years of age, that are also lower upper to upper upper income professionals who are able to enjoy the freedom of receiving the upscale service Dorjon has to offer.

MARKETING COMMUNICATIONS STRATEGY

In order to further establish the positioning of the Salon in the market the advertising will be geared towards the female target group, and the advertising strategy will be separated into 3 stages. In the primary stage Dorjons advertising strategy will focus on AVEDA color services, such as color hair treatments and bleaching, exclusively. The goal is to sell the superior color services at Dorjon as the entryway to the salon. Customers who sign up for the color service will most likely sign up for a styling as well. Once they are in the salon they can be sold on all services by the service personnel and by the receptionist when they check out. By concentrating on one superior aspect of all the services they offer, Dorjon has the chance to really set itself apart from all the rest of the salons, not only by offering better service and AVEDA products, but also by branding themselves as the salon that does the best color service in South Florida. Once a decline in the new clients per month rate can be seen, and people think about Dorjon as the place where you get your color done, the advertising strategy will move into phase two and phase three where other services the salon has to offer will be introduced into the strategy additionally.

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SERVICE / PRODUCT STRATEGY

In one location Dorjon offers a full array of salon and spa services executed by highly trained professionals to the customers fullest satisfaction. The service is upscale and the client is treated with utmost respect. In other words the motto here is: The client is absolute king. Dorjon is supported by the powerful brand of AVEDA. AVEDA embraces nature and mother earth and through the years has established itself as a very high end and expensive product.

PRICING STRATEGY

Prices are set to reect the market Dorjon is going after. Their clientele expects a certain price range, otherwise they might not nd the salon appealing or able to deliver the high standard of service they expect. The salon establishes a high perceived value that is reinforced through branding and service.

PLACE

Salon Dorjon is located at 22192 Powerline Road in Boca Raton, FL 33433. This location was strategically chosen due to the high density of potential target customers. The area is fairly upscale and includes numerous upper level income residential areas.

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13.4 Mission Statement

ur daily goal is to provide excellence in service and express artistic freedom through education and experience. We are passionate about our AVEDA lifestyle, and believe each person should experience a state of well-being and embrace the importance of balance in their lives. The outcome is a richer quality of life for our guests, our staff, and the planet which we inhabit.

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13.5 Goals & Objectives

he overall goal of the salon is to increase prots. Following are the goals the company needs to achieve and the objectives they need to fulll in order to make this happen:

Goal No. 1:

Increase customer satisfaction of current clients to make sure word of mouth is maximized.

Objective A: Interpret customer base to nd out who the typical Dorjon client is. Objective B: Examine service delivered at point of sale / service through surveys handed out by the service personnel.

Goal No. 2:

Grow customer base and increase the market share for Dorjon

Objective A: Increase the new customer rate from 150 new customers per month to 300 new customers per month.

Goal No. 3:

Create a greater awareness of Salon Dorjon in the South Florida community.

Objective A: Create a corporate ID package tailored to the target audience by the end of the third quarter 2006. Objective B: Develop an integrated advertising campaign including TV ad (script) Radio spot 30 sec Print ad Direct mail piece Banner ad Media Kit

Completion by the end of calendar year 2006. Objective C: Develop the media strategy and create a media plan for the calendar year 2007, starting 01.01.2007. Objective D: Implement the campaign into different media by the end of December 2006. Objective E: Post buy analysis, follow-up and tweaking of campaign to ensure on-going success through out 2007. The goal for this campaign is a average return on investment (ROI) of three dollars for 2007.

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13.6 SWOT

STRENGTHS AVEDA brand name Location Reputation (20 years in Boca Raton) resulting in strong word of mouth Experienced staff Computer system

WEAKNESSES Competition in the area High cost structure Not enough dollars spent on advertising Not enough dollars spent on PR Location is getting too small

OPPORTUNITIES Market is still open and hasnt reached maturity yet in the salon area New technology & new products coming out every month.

THREATS Advertising might fail Rent is going up on a yearly basis cost very high New Aveda Lifestyle stores (direct competition) that might open up.

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13.7 Industry Research

he salon industry has seen many ups and downs in the last decades. Until 1995 the industry was sagging and hundreds of salons had to close down due to not having enough clients.

Around the mid 1990s the whole industry turned around and salons started to portray a more hip image to the customers. Some owners started to create a sensational atmosphere where clients would have fun going, instead of a place to simply get a haircut. The service industry that has developed around hair care has also long been dominated by small, single owner neighborhood establishments and only in more recent years has this industry seen the growth of chain salons, which are usually part of a larger, diversied parent corporation. This resulted in a positive growth rate of two to three percent per year and gave those little mom and pop salons a nancial as well as image boost. Overall outlook for salon and personal appearance services through 2014 is projected to be decent with and average industry growth rate, because of an increasing population, rising incomes, and growing demand. There were around 85,000 establishments in this industry, generating more than 10 billion in revenues according to the US census statistics. In a beauty salon run as a sole proprietorship, the principal is often an active hairdresser in the establishment. Auxiliary services such as massages, manicures and facials often provide an important part of the income. Both owners and employees of a salon have to be licensed cosmetologists who have attended state-certied cosmetology schools and passed standardized exams before receiving their licenses. Stylists are usually compensated on a commission-only basis or through a salary plus incentive plan. Franchised salons, which are commonly found in strip malls and high trafc areas may be started up by a single entrepreneur or by a group. The franchisee pays the franchise holder an up-front fee, typically between $10,000 and $25,000 and continues to pay a 10 percent royalty on sales. In turn, the franchise holder pays for advertising costs and avails other resources to the franchise unit. The service industry of hairstyling dates back to ancient Egypt, Rome, and Greece. Not until the late nineteenth century, however, did establishments geared toward the public begin to ourish. Their popularity was aided by the development of technical innovations that created new demands for hairstyles, such as the use of synthetic and organic hair-coloring products in 1883 and the invention of a chemical method of permanent waving around 1927.

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In todays world industry leader is Regis corporation. Regis is the worlds largest owner and franchiser of hair salons, with more than 5,000 salons in the United States, Canada, Puerto Rico, and the United Kingdom. Regis revenues exceed $1 billion every year. (US Department of Labor Bureau of Labor Statistics. Occupational Outlook Handbook (December 20th, 2005). Retrieved July 26, 2006 from www.bls.gov/oco/ocos169.htm#outlook)

AVEDA.

AVEDA salons go far beyond the point of only creating a nice experience; they create a whole new world for their clients. To differentiate themselves, everything at AVEDA is inspired by mother earth, from the products and the packaging to the interior design of a typical salon. Aveda, originally founded by Horst Rechelbacher from Austria, believes in conducting business in a manner that protects the Earth, conserves resources and does not compromise the ability of future generations to sustain themselves. AVEDA also supports values that cultivate a sustainable economy and culture. It finds inspiration for doing so in nature and believes that nature is not merely something to be cherished and protected, but also to be emulated as a model of sustainability. This you can see in their salons. Upon entering a typical Aveda salon the client feels emerged into a calming world, surrounded by inscents and soft music for a sensational body & mind experience. The main types of salons that partner with Aveda are categorized as Aveda Concept or Aveda Lifestyles salons. Aveda Lifestyle salons are agship Aveda salons and spaswith a passion for service and commitment to the philosophy of connecting beauty, wellness and care for the environment. They offer Aveda Signature Experiences as well as the full range of Aveda products in the salon. Aveda Lifestyle salons rst and foremost move more product than concept salons. They tend to be in a bigger and better location also have a more extensive retail area. Aveda Concept Salons are the little siblings of the Lifestyle Salons. They offer a relaxing and caring environment with Aveda hair care, skin care and makeup exclusivelyas well as an array of services, but are more limited compared to their big brother. Their sales volume is signicantly lower.

Typical services at an Aveda Lifestyle salon include:

Cut / Style / Finish Color / Perms / Straightening Waxing Manicure / Pedicure

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Massages Facials

Salon Dorjon is a departmentalized salon, meaning that every service is conducted by a different person specialized in their field. Prices are slightly upscale from a typical salon, but justified through the Aveda experience. Cut / style / finish usually range from $30 to $ 80. Blow-dry is available at around $40. Waxing ranges from $15 to $ 40 and color services are available from $50 for single up to open end. Services like perm and straightening cost around $150 and manicure and pedicure range anywhere from $16 to $75 depending on the exact service. Massages and facials vary depending on the client.

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14.0 Customer Analysis & Customer Satisfaction Study

14.0 TARGET AUDIENCE ANALYSIS & CUSTOMER SATISFACTION

I. MANAGERIAL SUMMARY

A) Objectives and Methodology

The General Purpose of the Study The general purpose of the research study was to dene and interpret the customer base of the salon. Consumer perception of products, the service as well as the salon in general, had to be measured in order to fulll the objective. Type of Research Methodology Used This report is purely based on Primary Data collected through surveys that were handed out in the salon. All customers were being given a self-administered questionnaire to ll out during their service treatment.

Sampling & Data Collection In order to get an accurate sample the data gathering took place over a period of one week. The person that provided the last service for the client handed out the questionnaire. (EG.: Some one gets color and then cut the person who cut will hand out the questionnaire). After the client nished lling out the form, he/she had to put it in a drop box located near the register of the salon. Every single questionnaire was evaluated and tabulated - open-ended question were put into an opinion le, closed ended questions were evaluated in an Excel le.

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B) Findings The research study indicated that the salon actually has a higher female customer rate than expected, belonging to an age group between 30 and 69. Advertising strategies should be done accordingly. Noted through ndings in the questionnaire, the target segment reads the Boca Raton Magazine and the Sun Sentinel and listens to WRMF 97.9. Overall the salon is in good standing and customers are very satised with Dorjon.

C) Conclusions and Recommendations The main areas of improvement are: To make the salon more appealing Introduce a massage at the beginning of the service treatment Offer soft drinks Provide better service regarding drinks in general Work better with the music Conduct further research regarding the minimum service fee

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II. BACKGROUND The Salon has been in operation for 25 years and is strictly sponsored by Aveda products. Its customers geographical distribution ranges from Jupiter to Aventura, with slightly more female customers coming to the Salon. The Salon has 30 employees, split up into 6 main areas: Reception Shampoo Cut Color Manicure / Pedicure Facial

Most of the employees have been with Dorjon Salon for a longer period of time and enjoy being a part of the unique Aveda experience offered. There are no major competitors in the area, because Dorjon believes that it sets itself apart, being associated with Aveda. They believe they offer superior service and superior products, that cannot be compared with other non Aveda salons. Dorjons location seems to be demographically important, because it sits in the middle of lots of upper middle class neighborhoods and is easy to reach from any location between Miami Dade and West Palm Beach. As the rst meeting with Dorjon showed, the salon feels a need for stronger awareness in the public, be it through PR or advertising. The employees indicated that Dorjon Salon could do more advertising, in order to increase new client rate, which reaches a current average of 150 new customers per month. Although the salon serves around 25,000 customers per year, and being one of the leading salons in the tri county area, the salon has not reached its full potential yet and is still expanding.

III. OBJECTIVES The general purpose of the research study was to dene and interpret the customer base of the salon. The owners of the salon hoped to ultimately increase the customer satisfaction, resulting in an increased new customer rate, resulting in an increased customer base, resulting in higher prot. Furthermore, the salon wanted to nd out more about how the products and the service are perceived through the customers eyes, and use this information to target the market with PR and Advertising in a more successful way.

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IV. RESEARCH DESIGN & METHODOLOGY

This report is purely based on Primary Data collected through surveys that were handed out in the salon. All customers were being given a self-administered questionnaire to ll out during their service treatment. Due to the limited time frame, this was the only method to ensure proper participation and proper return of the actual questionnaires. Data had to be collected from actual participants at point of service. For future research, (without a time frame) participants will be allowed to take home the questionnaire and return it in a self-addressed return envelope. In order to get an accurate sample the data gathering took place over a period of one week. The person that provided the last service for the client handed out the questionnaire. (EG.: Some one gets color and then cut the person who cut will hand out the questionnaire). After the client nished lling out the form, he/she had to put it in a drop box located near the register of the salon. There was no problem choosing an appropriate sample, because every single customer entering the salon was a possible survey participant. Surveys were simply handed out for one week and collected after. Every single questionnaire was evaluated and tabulated - open-ended question were put into an opinion le, closed ended questions were evaluated in an Excel le. Problems encountered were mostly non-response or non-participation of participants.

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V. RESULTS

The composition of the sample is as expected mainly female, mainly between 30 and 69 years of age, with a total family income of US$ 100,000.00 before taxes.
Gender Distribution
100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Male Female
Under 21 21 - 29

Series1

Age Distribution

Fig.: 1

30 - 39 40 - 54 55 - 69 70 or older

Family Income 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%

Fig.: 2

Series1

Fig.: 3 As you can see in Fig.: 1, the main customer is female. Only 7.5% of the actual customers in the sample were male. Instead of assuming that the salon has slightly more female customers, it became clear that 92.5% (the majority) of the customers are female.

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Having dened the customer base for the salon, the following section will now analyze the perception of the AVEDA products and service, and the salon in general.

The Service: This section includes mainly how customers perceive the service they received. Basically it measures the customer satisfaction with the salon. In general the participants responded very positively about how they were treated. Most customers indicated that they didnt have to wait for long, were able to check out in a timely manner and were treated exceptionally friendly, even when making the appointment. At all times, in all areas. customers were greeted friendly by the service personnel. (See Fig.: 4)
% of participants that indicated that they were treated VERY FIRENDLY
90.00% 80.00% 70.00% 60.00% 50.00% Series1 40.00% 30.00% 20.00% 10.00% 0.00% Reception Color

Fig.: 4

Styling / Shampoo Manicure Cut / Pedicure

Furthermore the shampoo service was rated excellent at 82.5%, and 90% of the participants actually indicated that, overall, they were very satised with their service treatment. (See Fig.: 5)
How satisfied were you with your service treatment today
100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Series1

Fig.: 5

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One problem area that could be found through the survey was that the service personnel doesnt use the picture portfolio enough. 67.5% of the people interviewed indicated that they were not given a consultation with a picture portfolio. (See Fig.: 6)

Was a picture portfolio used during your consultation


80.00%
70.00% 60.00% 50.00% 40.00% Series1 30.00% 20.00% 10.00% 0.00% Yes No

Would you like to receive a head/neck/shoulder massage

70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes No Series1

Fig.: 6

Fig.: 7

Another area of interest that became visible because of the survey was that customers would like a head/neck/shoulder massage prior to their treatment. (See Fig.: 7)

The Products: The questionnaire was targeted more towards the actual education the customers received about the products, instead of the actual products. In general, the participants indicated that they were educated about the products and that the education was excellent. The target here was to inform the customers about the products (advertise them), so that they buy them later in the shop when they check out.
Are you now more educated about our AVEDA styling products
70.00% 60.00%

How was the education you received by your stylist/colorist


80.00% 70.00% 60.00%

50.00% 40.00% Series1 30.00%

50.00% 40.00% 30.00% 20.00% Series1

20.00% 10.00% 0.00% Yes No

10.00% 0.00%

Fig.: 8

Fig.: 9

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The Salon: The rest of the question targets the actual customers perception of the salon, what it has to offer, and what could be improved to increase customer satisfaction. Participants felt that the salon was very comfortable and organized, but could be a little bit more appealing. Only 60% said that the salon was very appealing, followed by only 10% that voted for only appealing. As far as the volume and type of music are concerned, some improvement has to be made as well. (See Fig.: 10 & Fig.: 11)
Was the volume of the music comfortable

Did you enjoy the type of music

Not At All Not Too Comfortable Needs Adjustment Good Comfortable Very Comfortable

Not At All

Poor

Average

Good

Very Good

Excellent

Fig.: 10

Fig.: 11

The salon has to improve the music played in the salon and should try to play different styles during the day. Music can be a powerful medium to attract customers and actually make them feel good. Another area that needs work is in how far customers get offered drinks. Research indicated that 35% of people interviewed actually were not offered any drink at all. One of the rst things a customer should be asked, is whether he/she wants something to drink. Further comments on the questionnaire indicated that soft drinks were not available at point of request. One of the questions that seemed to be of major concern was if customers should be charged in case they miss an appointment and dont cancel 48hrs. before. 62.5% said no, but some still indicated that a minimum service fee charge should apply. Further research in this area has to be undertaken in order to reach a conclusion. The data and suggestions are available in the appendices section.

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VI. CONCLUSIONS & RECOMMENDATIONS Overall the salon is in good standing Customers are satised with the products, the service and the salon The main customer base is female between 30 and 69 yrs. of age Customer value Dorjon as an overall excellent and very satisfying experience People receive an excellent AVEDA education experience regarding the AVEDA products the salon has to offer Overall the salon was rated clean and organized The staff is perceived as very professional For advertising consider the following media Radio: WRMF TV: local channels Magazine: Boca Raton Magazine Newspaper: Sun Sentinel

Offer more Touch-Up or Refresh services Offer a Dorjon massage Make use of the picture portfolio Offer soft drinks Discuss the issue of charging a minimum service fee Make the salon more appealing (maybe new sinks, etc.) Change the music more often to see what style works best Offer every customer something to drink

VII. LIMITATIONS The project is limited in scope due to the limited time frame The size of the sample restricts the accuracy of the results Many types of non-sampling errors may affect the quality of the data, including nonresponse or unclear questionnaire design

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VIII. APPENDICES

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15.0 15.1 15.2 15.3

Schedules Radio Cable Theater Advertising