BIRDS BARBERSHOP
MARKETING PROPOSAL This document presents Birds Barbershop with an initial overview and definitive scope for the upcoming “app launch” project.
B I R D S BA R B E R SH O P
In addition to outlining several marketing initiatives and logistical details, this proposal’s primary objective is to serve as a general framework for both our team and the Bird’s team throughout the project.
OVERVIEW: As one of Austin’s leading barbershops, getting an appointment at Birds can be a challenge. With the upcoming launch of a new mobile app, Birds seeks to reduce wait times and phone reservation traffic by allowing customers to make same-day reservations on their mobile devices. In order to drive adoption of the app, our team aims to assist Birds in identifying different promotion strategies to ensure a successful launch.
GOALS: PROJECT GOAL:
Develop a promotion plan that will achieve increased month-over-month adoption of the app for the first 3 months following the app’s release.
B I R D S BA R B E R SH O P
MONTH 1: Achieve 1,250 new adoptions MONTH 2: Achieve 1,312 additional adoptions (2,562 total) MONTH 3: Achieve 1,378 additional adoptions (3,940 total)
To achieve our goal, we will determine through competitor, market, and internal analysis what the optimal promotional strategy or combination of promotional strategies is to promote Birds’ new app. The three strategies we will be analyzing and considering are digital, in-store, and out-ofstore promotions. Currently, Birds’ promotion takes place primarily through in-store and out-ofstore (i.e. community outreach) means, so these strategies for the app will align and expand on current methods. Since Birds is newer to the digital space, we will identify best practices, conduct competitor analyses, and determine target audiences in order to determine whether or not the digital road is for Birds and if so, use the findings to build Birds’ digital presence. We will deliver an implementation strategy for the decided promotional strategy/mix of promotional strategies that optimizes Bird’s goals. These strategies will focus on app downloads from current Birds customers; however, spillover from new customers will be welcome. We will work closely with Jeremy and Erin to align our strategies with the Birds style and voice in order to let the company’s culture shine throughout the project.
SCOPE: We want to determine which promotion strategies will yield the greatest app adoption rate. We believe our analysis will reveal: • Marketing strategies for each high-priority segment • In-store strategies to drive app adoption • Digital strategies to drive app adoption • Costs for completing the above Our analysis will not include: • In-depth research on the UT population and methods to drive an increase in sales to this group
TIMELINE: B I R D S BA R B E R SH O P
10.06 10.13 11.03 12.08 12.11 FINALIZE PROPOSAL
PRESENT INITIAL IDEATION
PRESENT RESEARCH PROGRESS
PRESENT FINAL RECOMMENDATIONS
SUCCESS CRITERIA: ADOPTION RATE
(adoption defined as downloaded and used at least once)
FINAL EXECUTIVE SUMMARY
CLIENT RESPONSIBILITIES: These are estimated responsibilities for the Birds team: MEETINGS/TIME COMMITMENT: 45-60 minutes biweekly for progress check-ins 60-minute mid-semester meeting 90-minute end-of semester-meeting REQUIRED INFORMATION Primary customer survey data Google Analytics information (demographics/location/channel/bounce rates of site visitors, most popular pages, exit pages) Facebook page data / ads analytics Access to back-end of newsletter
(open rate, CTR, demographic information of newsletter subscribers)
Current customer demographic data Mobile app prototype (iOS and Android)
B I R D S BA R B E R SH O P
PERMISSIONS Permission to interview or survey current customers Permission to interview or survey current employees POTENTIAL EXPENSES (TBD) Facebook Ads Daily budgets flexible to set
Average US 2016 CPC $0.28
Average US 2016 CPC $1-$2
free haircut, free Birds swag
Google Search Ads Daily budgets flexible to set
Discounts/coupons for customers (i.e. for completings surveys or adopting the new app) Similar to current promotions: $5 off long cut or $3 off short cut,
OUR TEAM: SARAH KHAN
B I R D S BA R B E R SH O P
Straight out of Mansfield, Texas, Sarah is a senior Marketing major and Advertising minor. She currently works at a digital marketing agency, and has experience building ad campaigns, designing websites, and more. In her free time, Sarah loves traveling, photography, interior design, cooking, and enjoying the outdoors with friends.
JUSTIN TODES Originally from Houston, Texas, Justin is a junior Management Information Systems major and Marketing minor. He recently interned on the mobile app team at Southwest Airlines and is considering a career in consulting following graduation. Justin enjoys running, camping, and adventurous eating.
KARAN MAHENDROO Karan is a senior Business Honors and Marketing double-major at UT currently working at Spredfast. This past summer Karan worked as a Digital Strategist for The Richards Group and also managed several projects for his personal clients. Karan loves social media, pop culture, traveling, the color red, and anything with a Starbucks logo on it!
BRYCE WESTBROOK Hailing from the Pineywoods of East Texas, Bryce is a senior Business Honors and Marketing doublemajor at UT with plans to graduate in May 2018. He completed a summer at Credera interning in their Management Consulting practice and is looking to begin a career in consulting upon graduation. In his free time, Bryce enjoys playing golf around Austin or watching sports with his buddies.
KAYLEE HUANG Born and raised in Victoria, Texas, Kaylee is a junior Marketing major and Advertising minor. Over the summer, she interned abroad in Shanghai, China at MullenLowe Profero, an international advertising agency and is considering a career in digital marketing or tech consulting following graduation. Kaylee enjoys traveling, playing tennis, painting, and watching shows: Friends, How I Met Your Mother, Rick & Morty.
AMY XIN Originating from Plano, Texas, Amy is a senior Marketing major and Management Information Systems minor. Her marketing experience concentrates in the digital side, spanning from search engine marketing to website designing to digital graphic generation. In her free time, Amy enjoys anything that has to do with art, live music, and basketball.
AUTHORIZATION: We fully accept the documented proposal and authorize initiation of work to proceed.
CLIENT: JEREMY NGUYEN
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ERIN PORTMAN
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B I R D S BA R B E R SH O P
CONSULTING TEAM: SARAH KHAN
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KARAN MAHENDROO
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KAYLEE HUANG
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JUSTIN TODES
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BRYCE WESTBROOK
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AMY XIN
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B I R D S BA R B E R SH O P