This plansbook evaluates a new media plan for Birds Barshershop - a local Barbershop in Austin, TX.

2. table of contents
Biographies …………………………………….………………………………... 1
Statement of Campaign Scope ……………………………………………... 4
Executive Summary ……………………………………………….................. 5
Business Objectives …………………………………………………………….. 6
Brand Profile ……………………………………………………………………... 7
Consumer Overview ……………………………………………………………. 9
Consumer Profiles …………………………………………………………….. 12
Geographic Profile ……………………………………………………………. 15
Competitor Profile ……………………………………………………………. 17
So What Analysis ……………………………………………………………… 19
Situation Synopsis ……………………………………………………………. 21
Media Vision ………………………………………………………………….... 23
Media Objectives ……………………………………………………………… 24
Media Menu …………………………………………………………………….. 25
Media Recommendations & Flights …………………………………..…. 28
Flight Specifics ………………………………………………………………… 31
Budget Allocation by Flight ……………………………………………….. 33
Budget Allocation by Medium ……………………………………………. 36
Flowchart ………………………………………………………………………... 37
Recommendations ……………………………………………………………. 38
Conclusion ………………………………………………………………………. 39
Sources …………………………………………………………………………... 40

3. biographies
MARY FENG
Born in China, Mary inherently possesses a love for
Asian cuisines. She tries to cook when she has the
time and loves to watch the Food Network for inspi-
ration. Mary relocated to Houston, Texas when she
was merely five years old. She is a diehard Rockets
fan, and will forever embrace all the wonderful sum-
mers she spent at the Six Flags Astroworld before it
was torn down. Her hobbies include sketching, read-
ing, singing in the shower, and eating. With the use
of her wildly creative imagination, she aspires to
work as an art director or a liaison between creative
and media teams in an international agency.
HEATHER DEMARTINI
Having lived in the lone star state capital for over
nine years, Heather considers herself a home grown
Texan and prides herself on her southern upbring-
ing. While she was growing up, Heather was ob-
sessed with Barbie, saw the Spice Girls in concert,
and sang & danced in front of her mirror (but is
hesitant to admit that she still does). She has a pas-
sion for anything related to entertainment, from
music to theatre to dance, which originated from
years of dance training and piano lessons. Heather
is fascinated by the rapidly changing media envi-
ronment. She hopes to one day work for a large
advertising agency in NYC.
1

4. biographies
AUSTEJA MAKOVECKAITE
As her unusual name suggests, Austeja was born
and raised in Vilnius, Lithuania and lived there for
14 years. She was excited to move to the U.S. and
experience the life of skyscrapers, movie stars,
and the “yellow school buses that they show on
TV”. Pearland, Texas didn’t necessarily meet all of
Austeja’s expectations of the NYC “Sex and the
City” life style, but still showed her a vast cultural
difference. Now Austeja is a huge travel buff and
because of her ability to read people from differ-
ent backgrounds, she has developed a knack for
advertising and is hoping to achieve success in a
field that is both creative and intuitive.
DARCI MARTINEZ
Darci is a homegrown Texan, born and raised in
the historic town of Spring. She now resides in
Austin to pursue a career in the advertising indus-
try. When she realized studio art was not her way
to a fulfilling future, she turned her creative think-
ing over to advertising. Darci enjoys watching the
Food Network and attempting to be inventive in
the kitchen. Most of her time is spent on Lady Bird
Lake with the UT Rowing Team. Darci also likes to
wakeboard or wake-surf with friends. She loves
sailing and goes to the lake with her family over
the holiday breaks.
2

5. biographies
ANYI WENG
Born in Shanghai, China, relocated in Old Town,
Maine, and raised in Houston, Texas, Anyi has ex-
perienced both the rural and city life. She has keen
interest in the subjects of psychology, economics,
and social enterprise, all of which combine to spark
her passion for advertising. Whenever she is not
hyped up on caffeine or sleeping, she is indulging in
her favorite pastime, eating. Other things that tickle
her fancy include indie music, The New York Times,
and rigorous fitness routines. She aspires to change
the world of media advertising someday.
ANITA DEMLA
Raised in Plano, Texas Anita is a huge fan of any-
thing Dallas related. Moving to Austin has given her
a new perspective on living in a “weird” city and has
indirectly pointed her to an advertising career. She
loves anything to do with Adobe Photoshop and is
an avid Photoshop fan. Her hobbies include singing,
dancing when no one is looking, and watching tele-
vision. Anita aspires to run her own business after
several years in the advertising world. She is inter-
ested in all elements of media and would like to
pursue a career in that direction.
3

6. campaign scope
The purpose of this campaign is to promote awareness and publicity
for a new Birds Barbershop location in Chapel Hill, North Carolina. The
intent is to bring the eclectic vibe of Birds in Austin to Chapel Hill, and
attract and establish a consumer base in this new geographic location.
This will be accomplished over about a 9-month period beginning in
late-February and ending in December and will be achieved with a
$65,000 budget.
4

7. executive summary
Chapel Hill, home to the University of North Carolina (UNC), has been named one of the best col-
lege towns in the United States. UNC is one of the oldest state universities in the nation, and the
Triangle area (which consists of Chapel Hill, Durham, and Raleigh) has been named “the #1 Best
Place to Live in America” by Money Magazine. 1 Franklin Street is in the heart of Chapel Hill and
filled with a vast selection of restaurants and shops of all kinds with various personalities.
Madhatter, Inc. has created a media plan to introduce Birds Barbershop (Birds) into Chapel Hill.
This media plan will raise awareness, increase traffic to the new Birds location, and develop Birds’
core and target markets.
This media plan is broken down into six flights that focus on key themes that change throughout
the year. The total duration of this plan is approximately ten months, including the two weeks be-
fore grand opening.
Flight 1: “BACKSTAGE PASS” will be primarily based on local guerrilla marketing and internet buzz
marketing to raise awareness of the new Birds location. These primary marketing tactics will intro-
duce Birds to the area with a exclusive, yet loud, launch.
Flight 2: “START ROCKIN” will add out of home advertising to create a presence in the scene.
Also, promotional tactics will be employed to attract walk-ins. Band Jam will be introduced, and
Birds will establish ties to the music scene.
Flight 3: “SUMMER FEVER” is the longest flight in our media plan (from May 1 - July 31). Since
many of Birds’ target audience will be out of town, its focus is to remain a known presence and
increase awareness. Birds will still be in touch with its core group through guerrilla efforts and a
prevalent presence on the internet.
Flight 4: “BACK TO COOL” is the strongest flight in the media mix and is the prime time to break
out into the scene because of the rush of students coming back to school. Print ads will be used to
establish Birds into not only the Chapel Hill scene but the larger Triangle scene. This flight alone
makes up 36.23% of Birds’ total budget. This is where Birds’ efforts will be the loudest and its atti-
tude will be clearly conveyed through all our media. Messages through this flight will also focus on
the fact that many students get haircuts before the start of the semester, and that although Birds is
not brand new anymore, it is an exciting, new establishment on Franklin Street.
Our fifth flight, “HARD CORE SPOOK”, will be focused on the theme of Halloween. Sidewalk chalk
will be used in accordance with the holiday anticipation.
Our last flight, “WISH UPON A ROCKSTAR”, will keep Birds’ presence steady. This flight will ad-
dress the fact that people are going home for the holidays. The Band Jam featured in the begin-
ning of this month will be holiday-oriented. Because people will be going home for the holidays,
advertising during the time period will be light.
1 SOURCE: carolinaliving.com/heartlands/chapel_hill.asp
5

8. business objectives
MARKETING
To determine a good understanding of the new Birds Barbershop trade area with
the new North Carolina test market.
To achieve an average of 15-20 visits each day or 90 – 120 / week.
To attract both walk ins as well as scheduled appointments.
To promote services above and beyond simple cuts/styles which will establish
Birds as one of the top three competitors within the marketplace by end of year
one [based on sales].
ADVERTISING
To achieve a 50% awareness of the Birds name and basic product offerings across
the recommended target[s] in the determined trade area and surroundings.
To achieve a 40% knowledge of the Birds location across the recommended
target[s] in the determined trade area and surroundings.
To successfully support two local promotions, establishing at least one of these
promotions as a long-term tool for future Birds efforts.
6

9. brand profile
Upon first entering Birds Barbershop, the consumer immediately
feels the relaxing effects of Bird’s comfortable, care-free environ-
ment: the fake moose head above the reception desk, the foosball
table, people in the waiting area reading newspapers, and custom-
ers enjoying a can of Lone Star beer. Even Birds’ tagline and lit-up
sign hanging on the window - “Walk In. Rock Out.” - suggests that it
is not your typical standard barbershop.
Birds Barbershop is a place where customers are guaranteed to un-
wind without the unnecessary fuss that often takes place in other
hair salons. Birds hair stylists look and behave in sync with the re-
laxed nature of the barbershop. The stylists wear casual clothing and
some reflect the quirky style of Birds by wearing non-traditional
hairstyles and sporting a few earrings and tattoos.
Anyone can tell that Birds is not your typical barbershop by just
glancing at the hairstyles listed on the blackboard hanging in the
reception area. Mohawk, buzz cut, and “rock star” are just a few of
the options available. While focusing on men, Birds Barbershop also
offers a “Ladybird” special for the low-maintenance women, which is
just a simple combination of shampoo, cut, and blow style.
7

10. brand profile
Overall, if a person is expecting great glam and sky-high prices,
Birds Barbershop is not the place to go. At Birds, what you see is
what you get: good beer, good service, and a cool cut.
IMAGE SOURCE: birdsbarbershop.com
8

11. consumer overview
CORE GROUP
The core group will be the loyal consumers within the target group.
These people have the potential to become regular consumers be-
cause of their compatibility with Birds’ image. These consumers are
innovative, have open minds, live eclectic lifestyles, and make their
own rules about what is considered hip and fashionable. These con-
sumers are usually more liberal than conservative, and are willing to
step “outside the box”. They are modern and up-to-date on changes
in technology and culture. They are willing to try new and different
things simply for the experience. These people are independent
thinkers, and their diverse interests show it. Music is usually an im-
portant part of these individuals’ lives, and Birds definitely appeals to
these consumers through the musical environment. The core group
Birds attracts is consistent with the concept and experience Birds
conveys.
9

12. consumer overview
TARGET
Because this new location is located in the heart of one of the big-
gest college towns in North Carolina, Birds will target the elusive col-
lege student as its primary target group. College students are known
to live extremely busy lives because they are putting themselves
through school, trying to succeed in academics, and maintaining a
successful social life all at the same time. They are extremely adept
at multi-tasking and therefore have little patience for waiting exten-
sive amounts of time for something so simple as a haircut. While
some college students may want just a simple haircut, others might
strive for a life change by getting a completely drastic haircut.
10

13. consumer overview
AUDIENCE
The general audience includes those individuals who live around the
vicinity of Chapel Hill and the Durham area. Since Chapel Hill is a
fairly small city, many citizens from neighboring smaller cities such
as Carrboro come into town for food, music, and entertainment.
These individuals may want to take advantage of all the vibrant mu-
sic concerts and shows that play in Chapel Hill. This audience would
not initially envision a haircut at such an eclectic salon such as Birds
Barbershop, but will try it just because of the convenience and price.
They are not particularly loyal to one salon, and they go rather for
the price and convenience of a simple haircut.
11

14. consumer profiles
CORE GROUP
Name: Eddie Jamison
Age: 24
Ethnicity: White
Sex: Male
Educational Level: Bachelor’s Degree
Employment Level: Professional
Median Income: $35,140 2
Marital Status: Single
Children: None
Political Affiliation: Liberal
Recent Activity: Participated in an Obama rally (although if it were possible for
Ron Paul to win, he would support him more avidly).
Two years out of college, Mr. Jamison is still having a quarter-life crisis. He did
not enjoy his first job and now works as a computer specialist. He is still not sure
if he wants to stay in this occupation, but figures he should keep his job for
now. He recently moved into a new apartment and got a new dog as well.
Since he likes to keep current with fads, Mr. Jamison just purchased an iPhone
and is still trying to familiarize himself with the features, but has not found
much use for it since his vast music collection is on his 80 GB iPod. He has tried
teaching himself numerous instruments, including the saxophone and the gui-
tar. During his off-time, he participates in a bowling league with his buddies and
enjoys going to restaurants for happy hours. He enjoys online shopping at
American Apparel, primarily for the reason that organic cotton is so much more
in accordance with his environmental consciousness.
2 SOURCE: MRI
12

15. consumer profiles
TARGET
Name: Jacob McPhee
Age: 21
Ethnicity: White
Sex: Male
Educational Level: Current Student
Political Affiliation: Moderate
Recent Activity: Went home for the holidays,
and ended a three-year relationship with his
high-school sweetheart.
Jacob is what you can call your typical college student. He is a political science
major in his third year at University of North Carolina at Chapel Hill. He is cur-
rently debating graduate school or going straight to work after college, but is
leaning toward law school. Even though his fraternity got in trouble for hazing
recently, he still has a vibrant social life filled with weekend parties and the oc-
casional bonfires. 3
Having been born in Raleigh, Jacob has always known he wanted to go to
UNC. He is a huge fan of the Tar Heels, and has season tickets every basketball
season. Because of his high aspirations, he tries to stay involved and well-
rounded by being a member of several different student organizations, includ-
ing a service club and future lawyers society. Because he just turned 21 re-
cently, he has been enjoying his new freedom as an adult, and often goes out
to bars on Franklin Street.
3 SOURCE: newsobserver.com/264/story/549933.html
13

16. consumer profiles
AUDIENCE
Name: Linda Everhurst
Age: 34
Ethnicity: White
Sex: Female
Educational Level: Some College
Employment Level: Stay-at-Home Mom
Median Household Income: $78,003 2
Marital Status: Married
Children: Two
Political Affiliation: Moderate
Recent Activity: Took a family vacation to New York for Christmas.
Mrs. Everhurst is a busy woman, due to her high-demanding kids, ages 9 and
11, who are both boys. She has lived in Durham for most of her life, and mar-
ried her high-school sweetheart. After she gave birth to her first child, she
quit her secretary job to pursue her true calling in life: motherhood. Al-
though she can cook like no other, she is not your ordinary soccer mom.
When the kids are at school, Mrs. Everhurst takes the time to unwind and
catch up on reading her Chuck Palahniuk novels. Her hobbies are kayaking
and surprisingly, rock-climbing. She enjoys dressing her kids up in the latest
trends. She was a big rock music fan back in the day, and still enjoys listening
to her James Taylor and Bruce Springsteen records. She encourages her kids
to try different hobbies and listen to her music.
2 SOURCE: MRI
14

17. geographic profile
Chapel Hill is home to the University of North Carolina (UNC), one of the
oldest public universities in the United States. 4 It is often recognized as
a college town and a vibrant, accessible art community with residents
who feel no need to conform. Chapel Hill is inclined to be politically lib-
eral, as most college towns are.
Birds Barbershop’s new location is located on Franklin Street, the north-
ern border of the University of North Carolina, and Chapel Hill‘s center
of activity. Franklin is thought to be the equivalent to “The Drag” or 6th
Street at the University of Texas. Several restaurants, shops and salons,
along with music venues and entertainment are centrally located on
Franklin Street. Birds will be surrounded by restaurants such as Mediter-
ranean Food, Pizza King and 411 West Italian Café. Down the street is
MoshiMoshi, a day spa offering esthetician services and waxing. Love
and Peace, a women’s apparel store, and a Vintage Store are within the
block that Birds will be housed in. 5 The reach of college-oriented busi-
nesses expands into the neighboring town of Carrboro.
The small town of Carrboro is less than 3 miles away from Chapel Hill. 6
Carrboro is home to two of Chapel Hill’s most famous music venues,
Cat‘s Cradle and Arts Center. These music venues are just around 6
blocks away from the new Birds location. Only a mere 6.3 square miles,
Carrboro is known for its music scene, night life and culture. The town
will attract most of the potential consumers Birds targets.
4 SOURCE: unc.edu/about/history.html
5 SOURCE: chocvb.org
6 SOURCE: city-data.com
15

18. geographic profile
Because of Birds’ close location to local popular restaurants, music ven-
ues, and the college campus, it will be right in the residents’ backyard
for hair care services. Birds’ trade area will include primarily the UNC
campus and surrounding businesses, as well as residents from smaller
surrounding towns such as Carrboro. Residents in these two cities pri-
marily travel to Chapel Hill for entertainment. A wider geographic scope
would also encompass the Durham area. While attracting some outsid-
ers from around the state, the most beneficial thing about Bird’s new lo-
cation in Chapel Hill is that students and young professionals will not
need to go far for their haircut needs.
IMAGE SOURCE: maps.google.com
16

19. competitor profile
Chapel Hill is a town that is filled with business opportunities. The envi-
ronment is laid-back but progressive at the same time, and the town is
brimming with young up-and-coming professionals and entrepreneurs.
Although a college town, it is an attraction for people around the vicinity
as well. Barbershops and hair salons are not a hard thing to find in this
town of many amenities.
SYD’S HAIR SHOP
Syd’s stands out as a shop that is unique in the midst of downtown
Chapel Hill on West Rosemary Street, perpendicular to Franklin
Street. The progressive atmosphere gives way to a bold and no-frills im-
age. A mural wall stands in the parking lot, showing the artistic side of this
creative shop. Syd's offers buzz cuts and unique hair styles at decent
prices, and offers complimentary drinks as well. However, it requires ap-
pointments, and therefore is not as convenient as Birds is. 7
HAIR CUTTERY
Hair Cuttery is a generic yet modern and trendy hair salon that offers low
prices for both men and women. It offers many services, including facial
waxing and texturizing services. It is not only found in Chapel Hill but in
states throughout the nation. Because it is more well-known, it attracts a
strong consumer base. Also, with no appointments required, it is conven-
ient for lunch breaks or just last-minute walk-ins. However, it lacks the
creativity and style of Birds, offering a more clean and simple environ-
ment. Located on West Franklin Street, it is conveniently located for any-
one who needs a haircut. 8
7 SOURCE: sydshairshop.com
8 SOURCE: haircuttery.com
17

20. competitor profile
GREAT CLIPS
As its website suggests, Great Clips appeals to the whole family, from kids
to grandmothers. It is also a generic-style hair salon, but has mainstream
appeal that is always a safe alternative. Most of the styling there consists
of regular cuts and shampoos. Convenience is a factor as well, as appoint-
ments are not necessary. Like Hair Cuttery, it lacks the excitement and
creativity that Birds conveys. Great Clips is not located on Franklin Street
but has two locations, one further north and one further east of campus. It
has a strong appeal to families around the area, especially ones from the
Raleigh / Durham area. 9
FRIENDLY BARBER SHOP
Friendly Barber Shop is a barbershop with an environment exactly like its
name suggests. No appointments are needed, and customers walk in and
make themselves feel at home. With only three chairs, its modesty fares
well with the casual vibe of the shop. Good conversation in a homely en-
vironment is always available here. Decorations include some UNC athlet-
ics posters and pictures of familiar clients. The easygoing attitude this
shop gives off attracts many college students looking for a dirt cheap
haircut (at $13), even though the shop is situated in Carrboro. 10
9 SOURCE: greatclips.com
10 SOURCE: carrborocommons.org/2007/02/21/this-barber-shop-is-friendly/
18

21. so what?
STRENGTHS & BRAND PERCEPTION
The most valuable characteristic that Birds Barbershop holds as a company is its
brand personality and atmosphere, which both reflects the appeal and character
of its hometown. The eclectic environment, free beer, and alternative rock attitude
make Birds stand out in a market saturated by pretentious and plainly generic
hair salons. The unique haircutting styles offered and its distinctive vibe make
Birds an experience that is one-of-a-kind.
The idea of creating an entertaining setting for passing the time before a haircut
is an effective way to keep customers pleased with their Birds experience and sets
Birds apart from its competition. Many aspects of Birds create an environment
that caters to the needs of the multi-tasking, Generation-Y target consumer:
• A spacious lounge area featuring contemporary magazines
• A foosball table
• Free Wi-Fi internet access
The no-appointment policy of Birds succeeds in catering to a group of individuals
that require a flexible time schedule. The intriguing interior décor, casual ambi-
ance, and fun vibe of Birds attract consumers, particularly those part of the target
market, that are receptive to a laid-back environment. The hours of operation
every day of the week give Birds a competitive edge to its main competitor, Syd’s
Hair Shop, which is closed on Sundays. Its competitive pricing puts Birds in an
advantageous position in relation to its competitors as well.
Birds has a shared passion with its core group for music and entertainment. With
the wide range of music that is played in the shop, Birds appeals to this passion
and makes music a part of the brand experience. For this reason, Birds is able to
engage its customers by appealing not only as a barbershop, but as a fit for their
lifestyle.
19

22. so what?
POTENTIAL PROBLEMS & OPPORTUNITIES
One of the biggest issues facing the successful introduction of Birds in Chapel
Hill is the challenge of establishing the business in an already saturated hair sa-
lon market and building a loyal consumer base in the process. By featuring a
Birds Barbershop musical festival every few months, Birds will be positioning it-
self as more than just a barbershop but also as a hang-out spot and entertain-
ment venue for our target market.
Birds’ unique concept of a no-appointment policy might be considered both a
hindrance and a blessing. This type of organization can be construed as a lack of
business structure. This could potentially deter customers from putting their
name on the waiting list. In order to entice this particular audience, Birds offers
amenities offers such as free beer, Wi-Fi, and a foosball table.
One of the primary threats Birds Barbershop faces is the presence of a competi-
tor who carries a similar concept to their own. Syd’s Hair Shop, located half a
mile away from Birds, also prides itself on the “rocker” image and attempts to
identify its eclectic nature by its funky décor and punk hair styles. Birds’ answer
to this problem is simple: offer partnerships with businesses in the surrounding
area such as Cat’s Cradle or the Cackalacky Classic Condiment Company, both of
which cater to the target market and “rocker” lifestyle.
The current economic situation in the United States led to a decline in consumer
spending and may drive potential, existing, and Generation-Y consumers to less
expensive venues. Birds recognizes this as a potential threat and will use defini-
tive measures against this external locus of control. One such measure is by of-
fering post-game specials and promotions that correlate with UNC sports victo-
ries. On its grand opening day, offering free haircuts to the first ten people who
walk through the door will attract individuals who could potentially be part of
the loyal consumer base.
20

23. situation synopsis
The task at hand for Madhatter, Inc. is to introduce a new Birds Barber-
shop on Franklin Street in Chapel Hill, North Carolina. Due to the new lo-
cation’s close proximity to the University of North Carolina college cam-
pus, the agency’s primary goal is to establish a well-known brand pres-
ence as well as create brand preference in the college community. This
will be accomplished by targeting individuals 18 to 35 years old, focusing
specifically on those who have an eclectic style and are young at heart.
As a result of the internet and recent technological advances, music has
become more accessible and more integrated into our daily lives. Specifi-
cally, the Chapel Hill/Raleigh/Durham area has been well known as the
birthplace of rock and punk music 11, due to a large portion of its popula-
tion being young, college students. Particularly with the target market,
music has become associated with personal and individual styles. Because
of this, music is now a way of identifying lifestyle and behavior. Birds will
have outdoor speakers near its entrance to lure in curious customers.
Passers-by will be able to relate to the music being played and be encour-
aged to enter the next time they need a haircut.
Since fashion is also an important aspect of the target’s lifestyle, an inno-
vative tool to use for promotion would be to sponsor a runway show fea-
turing solely Birds Barbershop haircuts and hairstyles. This would create
buzz and word-of-mouth through the exhibition of unique styling as
“works of art”. Additionally, the style and structure of the fashion show
will emphasize the expressive and unique personality of Birds and encom-
pass the alternative lifestyles of the target market.
11 SOURCE: Unterberger, Richie (1999). Music USA: The Rough Guide. The Rough
21

24. situation synopsis
Birds Barbershop should also take advantage of individuals that are
choosing to make a lifestyle change or experiencing a life-changing event.
These individuals will be more likely to alter their appearance dramati-
cally, specifically their hairstyle. Such events may include birthdays, break
ups, New Year’s, and back to school periods. 12 On these events, Birds will
offer promotions and special discounts to attract these types of consum-
ers, since Birds typically offers dramatic haircuts.
Graffiti chalk art will be used along Franklin Street to create more aware-
ness about the new business. This will effectively convey Birds’ brand
personality and attract consumers in the area to enter the salon. As the
chalk art gets closer to Birds Barbershop on either side of Franklin Street,
the art will become more elaborate and entice the consumer to walk in
that direction. Art is an important part of the creative and expressive life-
style of Birds’ core group and will be effective in attracting them to the
location.
12 SOURCE: beautysecrets.verseo.com/2008/10/post.html
22

25. media vision
INTRODUCING BIRDS
Birds Barbershop is unique from other ordinary barbershops in that it provides
haircutting services in an eclectic, funky environment that offers a wide range
of hairstyles that suit the modern lifestyle. People not only go to Birds for the
haircut, but also for the atmosphere. Birds aims to be recognized as more
unique and exciting than any other barbershop in Chapel Hill, and also to be
known as a place where waiting for a haircut can be entertaining or produc-
tive, with its wide music range, foosball table, and free Wi-Fi internet. This me-
dia plan aims to transform Birds into a mainstream yet edgy spot where a
haircut is not just a haircut.
THE GRAND OPENING
In order to break out into Chapel Hill as the “cool new kid on the block”, Birds
must be introduced as something that is not worth not trying. Birds will define
itself as a new and progressive barbershop with features that appeal to the
core group. To accomplish this, Birds will be loud when stepping onto the
scene and forcefully establish itself as the barbershop that is not just a barber-
shop but a lifestyle.
HOW TO REACH THE CORE GROUP
Birds’ image especially suits individuals who appreciate an eclectic lifestyle.
Birds will attract this group of consumers by providing them a musically rich
and creatively edgy environment where they can literally sit back and have a
beer while getting a haircut. Birds suits the multi-tasking generation by pro-
viding a place where wireless internet is easily accessible and appointments
are not needed. Basically, Birds accommodates to customers who want a hair-
cut in more ways than just getting a haircut.
23

26. media objectives
To position Birds Barbershop as an essential part of the college
atmosphere in Chapel Hill.
To reach the largest number of college students in Chapel Hill and
other neighboring small towns.
To communicate with the target and audience during peak haircut
need periods such as holidays and seasonal changes.
24

27. media menu
2007 TV Raleigh-Durham DMA CPP - 30''s
3rd Quarter 2007
TIME PERIODS
HH Men 18-34 Women 18-34
Early Morning 41 287 151
Daytime 38 - 93
Early Fringe 61 257 158
Early News 75 152 171
Prime Access 90 193 174
Prime Time 262 582 412
Late News 148 536 268
Late Fringe 57 171 105
13 Source: SQAD Spring 2007 Page 472-473
2007 Radio Daypart Cost / Metro Area Rating Point
Raleigh Durham Population (12+): 1,142,600
3rd Quarter 2007 :60 units (Age 18-34)
DAYPARTS
Adult Men Women
AM Drive 148 141 155
Daytime 120 120 120
PM Drive 171 170 172
Evening 54 48 61
13 Source: SQAD Spring 2007 Page 638 - 639
25

28. media menu
Newspaper UNC Daily Tar Heel Costs
Greatest penetration: 18-24 YEARS OLD
Readership: 38,000 FOR EACH PRINT ISSUE
20,000 COPIES DISTRIBUTED DAILY
# OF CONSECUTIVE
PRICING
DAY RUNS
1 $14.50/in
2 $11.10/in
3 $10.20/in
4 $9.45/in
5/+ $8.85/in
14 SOURCE: dailytarheel.com
Magazine Rates (Raleigh Metro)
PAGE SIZE 1ti 3ti 6ti 10ti
DPS 10,832 9968 8953 8125
FP 6078 5592 5166 4707
2/3 PAGE 4693 4131 3980 3520
1/2 PAGE 3644 3353 3100 2734
1/3 PAGE 2431 2235 2088 1822
1/6 PAGE 1337 1230 1136 1000
1/12 PAGE 735 674 625 549
15 SOURCE: SRDS
26

29. media menu
Billboards and OOH Costs in Durham
GRP # PANELS NET RATE ($) *
- 1 4,387
5 1 4,387
15 2 8,774
25 3 13,161
50 6 26,322
75 8 35,096
* Total flight of 4 weeks
16 SOURCE: Lamar.com
Interior Transit Sign Sizes and Costs
Ad size Space rate Installation fee
17”x11” $20 $5
28”x11” $25 $5.50
35”x11” $32 $7
42”x11” $35 $7.50
52”x11” $40 $8
17 SOURCE: capmetro.org
27

30. media flights
1: BACKSTAGE PASS (February 21st – March 6th)
The first flight of the media plan focuses primarily on generating buzz and creat-
ing awareness of Birds Barbershop in Chapel Hill, North Carolina. The goal is to:
• Introduce Birds Barbershop as the “cool new kid on the block”
• To get people excited to try it out
The purpose of this flight is to get the word out to Chapel Hill and the surround-
ing areas about Birds via word of mouth communication, guerrilla marketing
techniques, and promotional offers. The Backstage Pass flight will give a sneak
peak into the funky and eclectic brand personality of Birds Barbershop as well as
to generate traffic for the Grand Opening on March 7th, 2009.
2: START ROCKIN’ (March 7th – April 30th)
It’s the big day! The Grand Opening is an important weekend for Birds Barber-
shop and therefore, this flight will contain heavy media exposure throughout
Chapel Hill, Carrboro, and Durham. This media plan will drive traffic to Birds and
cultivate excitement about the Grand Opening with a combination of media vehi-
cles and channels.
• Extensive use of guerilla marketing will assure that Birds is attracting and
catching the attention of the target market
• OOH advertising will reach the target on the road, meanwhile spreading
the word about the opening date and location of Birds Barbershop
• Popular social networking sites and blogs will reach Birds’ tech-savvy core
group and multi-tasking target market and get them to start rockin’
28

31. media flights
3: SUMMER FEVER (May 1st – July 31st)
As summer approaches, the target market is getting ready to head home for va-
cation, so overly heavy advertising is unnecessary. However, many people will be
hitting the road for travel, leisure, and entertainment, so OOH advertising is es-
sential to maintaining a constant connection with the target audience during the
summer months. Entertainment will be the new number one priority of the target
market, therefore local cinema advertising will be an effective way to reach them.
With this flight, Birds Barbershop will become the new summer fever.
4: BACK TO COOL (August 1st – September 30th)
Now that the new semester has begun, it is important for Birds Barbershop to
welcome the target back to Chapel Hill, continue establishing a relationship with
them, and create more awareness about Birds for those who are new to the area.
For this reason, Birds will utilize:
• The largest amount of promotional activities
• Heavy guerilla marketing which will, in turn, drive traffic to the shop
• A fashion show featuring Birds Barbershop haircuts and hairstyles will cre-
ate more publicity for Birds
Since everyone is getting back into the groove of things, placing advertisements
in the local newspapers will create more awareness with the audience and convey
that with Birds Barbershop, back to school can look pretty cool.
29

32. media flights
5: HARD CORE SPOOK (October 1st – October 31st)
In the spirit of the season, Birds Barbershop will sponsor music events and pro-
vide wacky haircuts and hairstyles for Halloween. This will complement crazy cos-
tumes with crazy hairstyles. Birds will continue using guerrilla marketing to cap-
ture the attention of the target market, specifically using chalk art. Since this
flight is in the middle of the fall semester, placing advertisements in the local
newspapers and on pizza boxes will successfully reach the target during a busy
time in the semester.
6: WISH UPON A ROCK STAR (December 1st – December 31st)
With the hustle and bustle of Christmastime ads, creating more clutter will make
our lads mad! Due to this, Birds Barbershop will keep it simple by continuing to
promote awareness with the use of radio and pizza box advertising during final
exam time. Birds will also sponsor a holiday music event to enhance brand per-
ception and awareness. During this final flight in the holiday season, Birds will so-
lidify its presence in the Chapel Hill area and prove that it will make everyone’s
rock star wishes come true.
30

33. flight specifics
PRINT
Daily Tar Heel
• Official UNC newspaper
• 2 insertions per week for 6 non-consecutive weeks to generate awareness
Raleigh Metro
• Monthly Lifestyle magazine that reaches the Triangle area
• 1 insertion per month for 4 months
INTERNET
Social Networking & Blogs
• Create events and groups on Facebook and MySpace
• Create blogs to generate buzz
• Respond to other hair care blogs
OOH
Bus Interiors
• Two 52’’x11’’ ads inside 50 buses in Chapel Hill area for one month.
Junior Posters
• 3 posters for 3 months.
Mobile Billboards
• 45,000 Imps per month.
• 3 billboards for 3 non-consecutive months.
Cinema Ads
According to Arbitron:
• Cinema advertising is unique in that it reaches an attentive and captive audience
• Consumers view it as more acceptable than advertising on the internet or television
• There are no distractions
• Target market: young (under 35 yrs. old) and affluent 18
Birds will use:
• Non-animated slide show.
• Shown 3 times before every movie on 20 screens for 14 weeks.
18 SOURCE: Arbitron 2003
31

34. flight specifics
EVENTS & SPONSORSHIPS
Fashion Show
• Sponsor a music event in Chapel Hill and showcase the fashion show
• Reminds our back-to school clients about Birds and attract attention of the new clients
10 Complimentary Haircuts
• Promoted during the opening day and the first back-to-school day for the first 10 clients.
St. Patty’s Special
• $300 to sponsor a band on Franklin Street
• Kegs of Lone Star beer
Band Jam
• Host local music performance and sponsor bands
• 4 weeks of three-day weekend band jams cost $900 each
• Last week of two-day weekend costs $600
GUERILLA
Flyers & Stickers
• 9000 flyers total for the street teams to hand out around campus and Chapel Hill area
• 5,000 stickers will be handed out and placed in local businesses along with the flyers
Coasters & Billiard Chalk
• 20,000 coasters will be placed in the bars in Chapel Hill and the surrounding areas
• Ads on Chalk sticks will be placed in the same bars as the coasters
Pizza Box Ads
• 20,000 local pizza box ads will placed during the midterm and final seasons
Street Teams
• Street team of 5 people will be handing out the flyers in Chapel Hill during the first week
of the Grand Opening and the first back-to-school week
• Pay each person $20 / hr; 3 hours / day; 3 days / week for 2 weeks total
Sidewalk Chalk Art
• Hire chalk artists to paint the sidewalk with Birds ads to generate buzz and draw attention
• $500 per two-week period for 18 weeks
32

35. budget allocation
(by flight)
Flight #1: Backstage Pass (February 21 through March 6)
Medium $ Spent Flight 1 % of $ in Flight 1
Internet $0.00 0.00%
Guerrilla $813.29 100.00%
Total $813.29 100.00%
Flight #2: Start Rockin' (March 7 through April 30)
Medium $ Spent Flight 2 % of $ in Flight 2
Internet $0.00 0.00%
OOH $8,445.00 66.51%
Events & Spons. $1,650.00 13.00%
Guerrilla $2,601.78 20.49%
Total $12,696.78 100.00%
Flight #3: Summer Fever (May 1 through July 31)
Medium $ Spent Flight 3 % of $ in Flight 3
Internet $0.00 0.00%
OOH $8,145.00 63.30%
Events & Spons. $900.00 7.00%
Guerrilla $3,821.04 29.70%
Total $12,866.04 100.00%
33

36. budget allocation
(by flight)
Flight #4: Back to Cool (August 1 through September 30)
Medium $ Spent Flight 4 % of $ in Flight 4
Print $10,064.40 43.07%
Internet $0.00 0.00%
OOH $6,645.00 28.44%
Events & Spons. $1,950.00 8.34%
Guerrilla $4,707.87 20.15%
Total $23,367.27 100.00%
Flight #5: Hard Core Spook (October 1 through October 31)
Medium $ Spent Flight 5 % of $ in Flight 5
Print $5,032.20 58.08%
Internet $0.00 0.00%
Events & Spons. $900.00 10.39%
Guerrilla $2,732.13 31.53%
Total $8,664.33 100.00%
Flight #6: Wish upon a Rockstar (Dec 1 through Dec 31)
Medium $ Spent Flight 6 % of $ in Flight 6
Internet $0.00 0.00%
Events & Spons. $600.00 31.64%
Guerrilla $1,296.36 68.36%
Total $1,896.36 100.00%
34

37. budget allocation
(through all flights)
Flight $ Spent % of Total Budget
Backstage Pass $813.29 1.25%
Start Rockin' $12,878.60 19.81%
April $100.36 0.15%
Summer Fever $13,047.81 20.07%
Back to Cool $23,549.04 36.23%
Hard Core Spook $8,846.13 13.61%
November $2,335.36 3.60%
Wish upon a Rockstar $1,896.36 2.92%
Contingency $1,533.05 2.36%
Total $65,000.00 100.00%
35

38. budget allocation
(through all media vehicles)
Medium $ Spent % of Total Budget
Print $17,331.60 26.66%
Internet $0.00 0.00%
OOH $23,235.00 35.75%
Events & Spons. $6,000.00 9.23%
Guerrilla $16,900.35 26.00%
Contingency $1,533.05 2.36%
Total $65,000.00 100.00%
36

40. recommendations
Madhatter, Inc. is dedicated to working with Birds to achieve a successful launch and
maintain a thriving business. On top of the flights in the media plan, there are other
options that Birds could consider to further its ventures.
1: Birds can carry its own product line, exclusive to the shop. This would put
Birds at a competitive advantage and obtain greater brand solidarity. In incorpo-
rating advertising which specifically promotes these products, Birds will drive
consumers to the shop, and therefore increase traffic.
2: Birds can use a van, for guerrilla marketing, which travels in and around the
UNC campus and Carrboro area . The van will include a booth that displays a live
haircut process while the van is at a static location, with music projecting to cre-
ate Birds’ atmosphere. This would demonstrate and give viewers a taste of what
to expect at Birds, leaving some intrigue to the mind.
3: Because the UNC Chapel Hill area has such a strong sense of school spirit and
residents have a long standing loyalty towards the UNC Tar Heels, 19 it would be
beneficial for Birds to advertise through promotional efforts and coupons in
celebration of Tar Heel victories.
4: Cat's Cradle in Carrboro, a local music venue, is often rated as one of the best
clubs in the country for live music and often hosts local, national, and interna-
tional acts in all genres. 20 A possible partnership with Cat’s Cradle would be
good publicity because Birds is tied to the music scene.
19 SOURCE: http://www.admissions.unc.edu/tarheelstalk/leniqua/leniqua1.htm
20 SOURCE: triangle.citysearch.com
38

41. conclusion
Through this media plan, Madhatter, Inc. will partner with Birds Bar-
bershop to integrate Birds into the Chapel Hill scene and make its
presence known and established. This media plan will take advan-
tage of the prime location of Birds through local efforts and create
top-of-mind awareness for Birds throughout the community. One fo-
cus of this media plan is for Birds to be loud and convey its creativity
through its creative advertising efforts. Birds will advertise with the
mindset of stretching advertising efforts to the limits of its geo-
graphical area, while also following the consumer around day to day
to be effortlessly prevalent in the lifestyles of Birds’ target group.
39

42. sources
1. carolinaliving.com/heartlands/chapel_hill.asp
2. MRI
3. newsobserver.com/264/story/549933.html
4. unc.edu/about/history.html
5. chocvb.org
6. city-data.com
7. sydshairshop.com
8. haircuttery.com
9. greatclips.com
10. carrborocommons.org/2007/02/21/this-barber-shop-is-friendly/
11. Unterberger, Richie (1999). Music USA: The Rough Guide
12. beautysecrets.verseo.com/2008/10/post.html
13. SQAD Spring 2007
14. dailytarheel.com
15. SRDS
16. lamar.com
17. capmetro.com
18. Arbitron 2003, The Arbitron Cinema Advertising Study: Appointment
Viewing by Young, Affluent, Captive Audiences
19. admissions.unc.edu/tarheelstalk/leniqua/leniqua1.htm
20. triangle.citysearch.com
40

43. MADHATTER, INC.
… There’s a method to our madness.