Kate Erin Beauty Styles Marketing Campaign
April 2016 - April 2017
SWOT Analysis
Strengths | Weaknesses | Opportunities | Threats |
-Easy to work with -Early/Prompt -Confident -Takes Direction -Experience -Education/Training | -Prioritizing jobs -Nervous�-Afraid to take risks -Execution of big ideas -Pricing -Brand Awareness | -NY Fashion Week -Networking -Willing to travel -Location -Multiple services -Continue classes | -Competition -Little experience running a business -Small town/location -Price/positioning -Photoshop |
Defining Kate Erin Beauty Styles
Objective Statement: To provide high quality, professional looks that will best serve my clients’ beauty desires.
Supporting Statement: I am a hair and makeup aesthetician dedicated to providing high quality services to clients and agencies looking to receive maximum beauty styles. I have been successful in a variety of different work environments, including working alongside professionals in the industry during Mercedes Benz Fashion week in New York. I carry valuable skills and strive to maintain and carry an ongoing knowledge of industry leading techniques to deliver the best styles to my customers.
Marketing Message & Target Market
Target Market: Photographers in Southern WI and Chicago area who photograph high end models for upscale photo shoots
Creative Pyramid Level: Awareness -
Spread knowledge of business
Message: From Wisconsin to New York
fashion week, Kate provides a variety
of makeup trends for all faces. Highlight small-town
feel and big city sophistication.
Communications Mix
Tone: Professional and sophisticated styles
while highlighting small town personality
Tagline: Make Up Your Runway
Social Media (Facebook & Instagram) | Website | Print Ad - Local Magazines |
Billboard | Business Cards | TV Commercial |
Internet Ad | Jingle | Direct Mail |
Communications Mix:
Marketing Pieces
Billboard
Billboard
Panel: 3302
TAB ID: 468232
Location: E/S 14TH & SUPERIOR, RS
Media/Style: Poster/Retro
Impressions: 97094/week
Panel Size: 10'6" x 22'9"
Facing/Read: W/Right Of Road
Price: $1,200 per month
Print Ad
Print Ad
Website
Domain: http://kateerin.wix.com/kemakeup
Pricing: $4.08 a month to $24.92 a month
Username: kateerin
Password: kemakeup -- easily changeable
Internet Ad
Facebook and Banner Ads
Jingle
Jingle
“No matter the occasion or the day, make up your runway!”
“From a small town to the east coast, Kate can give you the most!”
“From shore to shore, Kate can assure she can provide the contour that you’re looking for!”
“No matter the occasion or the day, make up your runway!”
Commercial
Direct Mail
Direct Mail
Timeline
June
April
May
July
August
September
October
Print Ad
November
December
January
February
Print Ad
March
April
Internet Ad
FB Ad
FB Ad
Banner Ad
Banner Ad
Direct
Website
Billboard
Jingle
Budget
Billboard | $1,200 |
Print Ad | $6,800 (for 2) |
Internet Ads | $2,449 (for 3) |
Jingle | $3,500 |
Direct Mail | $375 |
TV Commercial | $1,500 (Creation) + $1500 (Runtime) |
TOTAL (‘16-’17) | $17,324 |
Conclusion
Target Market: Photographers in Southern WI and Chicago area who photograph high end models for upscale photo shoots
Communications Mix: Social Media (Facebook & Instagram), Website, Print Ad - Local Magazines, Billboard, Business Cards, TV Commercial, Internet Ad, Jingle, Direct Mail
Timeline: From right now to April 2017
Budget: $17,342