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NATURAL HAIR

COMPANY

Bernice Chan
ADV 307
15
th
April 2013
"
Executive Summary

Getting tangled up in competition in a $9 billion hair industry proves to be some sticky hairy
business. But not for the Natural Hair Company (NHC). Unlike others of its kind, the NHC
boasts of incredible personality and social responsibility. Run by women and made for women,
the wholesome company is fully committed to giving 10% of its total revenue back to
communities of women, from which it sourced its all-natural human hair to meet the changing
needs of increasingly health conscious consumers. The NHC will also bring the romantic allure
of Hollywood to the primary consumer audience 70% of whom are Black women by teaming
up with the movers and shakers of the hair industry, celebrity stylists, to produce customizable
(signature lines of) hair afforded by the target audience.

The target audience comprises of single, ambitious African American women between the ages of
18-34, who are leading fashionistas and image shapers. These women are hugely self-conscious
and admit to being egocentric and vain. They leap at the latest trends and are prone to style and
brand experimentation (until they find one that inspires loyalty).

The fun, youthful yearlong integrated marketing communications campaign is aimed at attaining
a reach of over 70% and a frequency of 12 in order to increase brand awareness and inspire
product trials by establishing loyal consumer relationships with the influential demographic. By
positioning the brand and its products as an affordable and convenient means for women to
achieve effortless, natural glamorous looks insofar as it improves their sense of self worth and
status, the target audience will flock to beauty supply stores for the colored, styled and weft hair
kits. Even better, these opinion leaders will share their (positive) experience with those in their
immediate circle by word-of-mouth, which will further expand the potential consumer base.

These women may be heavy consumers of popular African America magazines (namely Ebony,
Essence and Black Enterprise) but the most potent and influential tool when advertising to this
group proves to be pull promotional strategies such as sampling, event sponsorships, (online)
contests and Internet marketing. Research shows that hair product selection is heavily based on
previous physical experience. Social media interaction and consumer engagement will also help
improve brand memorability.

The media plan is national in scope but has some spot markets to help support and maximize
effectiveness of media strategies. The target audience is mostly located in Atlanta, Georgia, which
demands localized advertising in the area. Other lucrative designated market areas include
Chicago, Washington, D.C., Philadelphia and New York. The plan proposes a largely pulsing
scheduling strategy that allows for heavy (seasonal) advertising during anticipated peak selling
periods such as summer and awards seasons.

Ultimately, this proposal makes use of an effective media mix that combines traditional media
efforts with new media such as the Internet and mobile advertising to ensure that the Natural
Hair Company will start out with a bang.
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Target Audience

Objective #1 Aim advertising media for the Natural Hair Company (NHC) at single, stylish,
ambitious, adventurous, trendsetting African American (working) women between the ages of
18-34 to stimulate product trials and increase brand awareness as a means to develop and retain
brand loyalty

Demographics

Fresh college graduates/young professional women
With existing or potential individual employment income up to $35,000-$39,999
Lives in major metropolitan area(s) like Atlanta

Rationale #1 Growth of the hair industry may have slowed since 2007 on account of a decline
in household disposable income but the Black haircare market remained relatively stable,
weathering the wild waves of recession. Although the economic downturn has had some Black
consumers trading costly specialty salon treatments for less expensive DIY haircare alternatives
(sold at mass merchandisers), the African American demographic still proves to be a booming
market. According to Mintel, the 5.5% growth rate for the Black population far exceeds that of
other (ethnic) groups, representing an expanding consumer base of the greatest influencers in the
industry.

Black women, in particular, attach a great deal of importance to their hair. So much so that a
study published in the Archives of Dermatology revealed that two out of five African-American
women avoid physical exercise for fear of ruining their hair treatments (Cowles, 2012). Jolorie
Williams, senior product manager of Texture & Tones (one of Clairol Professionals ethnic
haircare line) told Happi magazine that {a Black woman} can be overweight but her hair must
look good. This is further supported by a study by The Washington Post and the Kaiser Family
Foundation, which found that 66% of heavier black women are more confident than their thinner
white counterparts who are reported as having appreciably lower levels of self-esteem (Parker,
2012). And yet, black women have always been deathly insecure about their hair; turning to
inherently damaging chemical relaxers to straighten their natural, kinky curls. Mintel reports that
93% of Black haircare users feel more confident when their hair looks good claiming it is crucial
for both their personal and professional image. For a Black woman, her confidence is wrapped up
in her hair; hair is much more than strands of dead protein. A Black womans hairstyle is a mode
for creative expression. It is an investment. It is a lifestyle.
But it can be observed that a trend toward natural-looking hair has resulted in a 17% relaxer kit
$
sales decrease between 2007 and 2011 (Mintel, 2012).
This trend is echoed by the natural hair movement, in
which increasingly more black women including
celebrities like Solange Knowles, Oprah Winfrey and
Viola Davis are embracing their textured tresses and
abandoning corrosive haircare products (Wilson, 2013).
Where the relaxed hair was a version of the white soccer
mom's blunt cut for the previous generation of professional
black women, the recent natural hair revolution has edged
out chemical products such as relaxers for products that
meet consumers changing needs. That is, NHC products.
But given that the company is new to the competitive
landscape, it is imperative to (first) market to the 18-34
year old single statement-making fashionistas and image-conscious professionals (Healy, 2011)
who are the key to raising brand awareness and encouraging product trials.

An emerging key consumer insight suggests that these women, above all, identify themselves as
egocentric, vain {and} self-centered, which speaks to their strong fixation on their outward
appearance as well as their inclination toward the use and purchase of (healthy) products for their
beauty needs. This demographic is also among the most influential women; Simmons findings
showed a high index number of 185, which reflected that many of these women are good at
convincing others to try things. An even higher index number 398 suggests that people often
copy what {they} do or wear. While others strive to emulate these image shapers who see their
life as a runway, it is useful to note that these 18-34 year olds are just as easily influenced by
celebrities themselves; the high index number 340 is indicative of these womens tendency to buy
the same products that celebrities use (Simmons, 2010). These women like to model their own
outfits, looks and hairstyles based on the latest fashion trends channeled by the most idolized
style icon(s) and stars, making them the most lucrative target audience for NHC.

Whats more, those at the younger end of this age spectrum are either just getting into or out of
college: the time and place for style experimentation, the time and place for young women to find
themselves on a journey of self-discovery. Incidentally, it is also the time and place for peaked
insecurities. As Mintel suggests, NHC can leverage this confidence with consumers by
encouraging them to buy products that can greatly improve their image (and self-esteem) as a
means to differentiate themselves and attract their male counterparts; it would appear that it is of
vital importance for these single women to be attractive to the opposite sex (index number: 226)
and stand out in a crowd (index number: 300). This group will also prove to be early adopters of
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the natural hair movement, as they like to try things no one else has (index number: 254). They
see themselves as adventurous people who like to travel the unbeaten path, (index number: 161).
This points to the fact that these young African American women are unafraid of going back to
their roots nor are they afraid of trying new brands until they find one that would inspire brand
loyalty. Naturally, their search would end with the Natural Hair Company.

Furthermore, those who are graduating college and embarking on their professional career may
fear that their skills, talent and intelligence could be overshadowed by a hairstyle as experience
has taught them that natural black hair has traditionally been seen as unrefined, as is the person
wearing the hairstyle (Wilson, 2013). A Forbes article also called attention to the fact that
Corporate America has a dress code and it applies tohair such that Black men and women
with natural hairstyles are often dismissed as incompetent (Gordon, 2013). But NHC can cater to
the groups anxiety by presenting them with a solution: with NHCs organic products, you can get
the natural look (and the job) at no expense to health.

As a general group, these women are ambitious status strivers. It is their hope to get to the very
top in {their} career and set up {their} own business one day. As these African American
women climb the corporate ladder, it becomes more important for them to seek others seal of
approval and assert their status through their most prized accessory: their hair. But as these
working women are on the fast track to success, they have less time to frequent salons. This is
mirrored by Mintel results, which indicate only 20% of Black respondents admit to spending a
lot of time on their hair. In effect, these career driven young women are seeking salon-quality
products that offer quickness and ease of use. Mintel findings reveal that products marketed
with kitsdesigned to achieve or maintain a certain style without spending a lot of time can
successfully reel these women in. In other words, these women are looking for NHC pre-styled,
finely weft hair kits without knowing it. But perhaps more importantly, it should be mentioned
that these Black women (especially those in their mid twenties to early thirties) view themselves
as fiscally fit with an average annual individual employment income of $35,000 $ 39,999. This
signals the fact that these women (can) afford themselves more expensive haircare provided that
they think it is worth it.

These women can also appreciate that younger Black girls should be encouraged to wear their
hair naturally, free from societal pressures that hold chemically straightened hair is superior.
Having grown up with the politics of Black womens hair, this group wants to start changing the
conversation (Muhammad, 2012). They are most likely to respond to NHC, knowing 10% of
the companys revenue goes back to the communities (of women) from which it sourced its hair.
NHCs mission to give back will strike the target audience as a means of empowering
independent women which could lead to even higher college enrollment and graduation rates for
the Black population (and subsequently increased household incomes).

Ultimately, it stands to reason that this target audience presents enormous profit
potential and purchasing power, which is expected to climb to $1.25 trillion by 2015.
(Mintel). Targeting this group will no doubt positively impact sales and help bring in
new customers.
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Integrated Media/Communications Selection

Objective #2 Increase and generate brand/product awareness among image shaping,
trendsetting 18-34 year old African American females via on and offline strategies in order to
develop and improve loyal consumer relationships, encourage word-of-mouth and social media
interaction as well as influence product trial and/or intent to purchase

Strategy #2 Implement an integrated marketing communications plan that employs the use of
traditional media, such as print as well as support (social) media such as Internet and PR to
communicate the brands promise of effortless, natural glamour and confidence and the brands
philanthropic philosophy geared toward women

Rationale #2 The target audience may lead very busy college and/or professional lives but it
would appear that they are still heavy readers of (almost exclusively) African American
publications such as Black Enterprise, Ebony and Essence which all have off-the-chart index
numbers: 750, 750 and 734 respectively (MRI, 2011). These women admit that they cannot
resist buying magazines noting that they are mostly worth the money (Simmons, 2012). That
being said, sensory, experiential marketing proves to be the superior strategy given that 90% of
respondents base future purchasing decisions on previous experience. Mintel advises that
prodigious sampling and other marketing methods are preferred.



Unlike Ebony and Essence, Black Enterprise is a monthly magazine that is mostly aimed at
reporting premier business news rather than softer, feature stories pertaining to African-
American (lifestyle) issues and personalities etc. Nonetheless, it would be wise to use this media
vehicle as its subscriber profile closely resembles the target audience: over half of the subscribers
are single, 62% hold college degrees and most are interested in establishing new ventures as
entrepreneurs. The magazine is also devoted to empowering women, which corresponds to
NHCs core philosophy of reinvestment in the communities of women from which it sources its
hair as well as communities who aspire to NHC products.

But perhaps the more effective way to reach and connect with the target audience is to sponsor
the Black Enterprise Women of Power Summit, a 3-day conference attended by over 700
powerful, influential Black business women in professional positions of leadership ranging from
'
(general) managers, executive directors to owners and partners. At the event, unique NHC
prestyled sample kits can be given away in gift bags to spur trial. If these women are satisfied with
their experience, they are likely to recommend the brand to their immediate social circle, which
can help increase product awareness and drive sales. According to Mintel, 66% of respondents
consider recommendations from family, friends, or stylists to be the most influential and credible
sources of information with respect to choice of haircare products.

But to ensure engagement with these
potential prospects, these women are
automatically entered into a
competition in which they can win a
chance to be personally styled by one
of NHCs partner celebrity stylist for
free. All they have to do is create their
own look with the product sample
and upload a picture of their
transformation onto the NHC
website. This can not only drive
traffic to the NHC website but also engage the consumer(s) in a two-way, more memorable and
cooperative interaction. Moreover, targeting these African American women of power and status
attaches a sense of prestige, esteem and exclusivity to the brand that makes it even more desirable.

In stark contrast to Black Enterprise, Ebony peers into cultural news as well as the love, lives and
lifestyles of African-American thinkers, artists and celebrities. Accounting for nearly 40% of
African American buying power, Ebony has coverage of 42.4% of women aged 25-54. What
makes this magazine an appropriate media vehicle is that Ebony readers are 12% more likely
than the average magazine reader to purchase or to consider purchasing items as a direct result of
seeing an in-book advertisement. That is, print ads featured on Ebony are more likely to prompt
action, an essential media objective for NHC. Additionally, Ebonys media kit shows that its
readers report high levels of engagement with direct response, entertainment, food, and
technology ads.

This allows NHC to explore a pull marketing strategy where inserting a direct response ad will
drive the target audience to (their nearest) retailers such as beauty supply stores. Although Mintel
reports that Walmart is the leading location for black haircare product purchases, research finds
that 18-34 year old African American women are more drawn to beauty supply stores as they look
(
for more specialized products. So, a direct response print ad offering free NHC samples by mail
and/or at selected locations (such as local beauty supply stores) could also stimulate trial.

According to their media kit, Ebony
conducts an annual, online contest
HBCU Campus Queen to select 10
queens from 150 universities and colleges
to be featured on their September issue.
This event will unfailingly appeal to the
target audience as a platform for them to
assert and express their own style and
individuality. Much like the sponsorship
of the Black Enterprise Women of Power
Summit, sponsoring this contest by
partnering with the magazine will allow
NHC to style the winners and as a result, showcase and feature its signature lines of hair from
celebrity stylists to gain brand exposure.

Much like Ebony, Essence is another popular African American magazine that delivers the latest
news in fashion, lifestyle and beauty to the 18-49 year old demographic. In comparison to the
other two publications, Essence delivers more 18-34 African American women (2.8 million), 67%
of whom are college educated. Some key events that are held by Essence include Black Women
in Hollywood and Black women in Music in February, Best in Black Beauty awards in May
and the annual Essence Music Festival in July. Unlike the other events mentioned previously,
these events will be attended by the very stars that the target audience aspires to become. The
focused attention on celebrities during these months not only mark the aperture period(s) for
advertising but also the beginning of new trends and styles. The fashion forward, trendy target
audience will be inspired to mimic their idols (new) hairstyles and be particularly attuned to
advertising that can help them achieve the same, natural look.



Classified as being a part of Mobirati, the mobile generation, these 18-34 year old African
American females rely heavily on the medium to stay updated and connected to friends. An
overwhelming index number of 608 indicates that this demographic is likely to purchase
products {they} see advertised on their phone (Mintel, 2012). Suffice it to say this target group is
replete with perpetual connectivity, myriad online and offline social networks; all of which
)
represent essential marketable media outlets given that increased internet accessibilityhas
created a network for virtually everyone to share their opinions and attitudes (Mintel, 2012).
Expert reviews are a thing of the past. Peer reviews, on the other hand, are now held in high
regard as unbiased information. Professional blogger Curly Nikki is a case in a point. She has
experienced tremendous success as an opinion leader with a huge following, advertising for
Mizanis True Textures, a line launched by LOral (Dawson, 2012). Much in the same way, the
target audience can become NHCs greatest brand ambassadors with substantial online presence
as they begin to do more of their shopping online (index number: 143) and get their information
about new products online (index number: 157). Many of these women admit to reading/writing
blogs when they are online (index number: 195) but more of them are found in chat forums
(index number: 205). But as Mintel suggests, it is not enough sending free products or samples to
bloggers. Solid consumer
engagement comes from
inviting these influentials
to prelaunch events graced
by the presence of popular
celebrities so they, too,
can fully experience the
glamour and allure of life
in the fabulous lane that
can be derived from NHC
products.

NHC can consult the successful example of Dr. Miracles website which allows the system to
generate customized prescriptions based on the individual users hair needs. This is in line with
the growing trend, Make it Mine, among Black women where they are demanding a more
personalized approach to maintain their hairstyle. Similarly, the NHC website can appeal to the
target audience by inviting them to upload photos of themselves and create an avatar. The user
will be prompted to answer a
series of questions regarding their
hair, their preferences and the
system will offer some hairstyle
solutions based on their unique
answers. First time registers will
not only get free samples, but
they will also receive birthday
products (carefully chosen for
their hair) as well as periodic
updates about the latest signature
celebrity styles.

Closely related to the Internet is social media. Given that these women are highly social, NHC
can connect with them through vehicles such as Facebook and Twitter. Just like the internet-
based company Arjuni grew to 80 employees generating over $1 million in revenue just in two
years, by virtue of Twitter and other forms of social media, NHC could do the same (Mintel,
2012). For example, launching a Facebook campaign Life after the BC based on the Natural
Hair Movement will involve consumers recording videos of themselves, documenting the
evolution of their hair since the Big Chop or BC (i.e. removing all relaxed or chemically treated
portions of the hair). The winner (voted by the online Facebook community) will be flown out for
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a full makeover courtesy of NHC and will get a once-in-a-lifetime chance to walk on the red
carpet in the company of celebrities.



To reconcile the fact that these 18-34 year olds are either extremely heavy or extremely light
consumers of television (fairly equal index numbers: 120 and 122 respectively), television
commercials will only air during awards seasons to gain maximum exposure for product
introduction/launch. The Grammys, for example, averaged a 10.1 rating in the 18-49
demographic drawing in approximately 28 million viewers. According to MRI+ the three leading
channels include: Black Entertainment TV (BET), Centric, and TV One. Unsurprisingly, these
channels geared toward an African American audience have the highest index numbers
relative to any other channels: 552, 702, and 703 respectively, which can almost guarantee an
increase in brand awareness.

The use of magazines can provide an extensive reach into the target audience for minimal costs
and significantly raise brand awareness but print visuals alone cannot convey all the (health)
benefits of NHC products. Prodigious sampling at (promotional) events will allow consumers
especially influential bloggers to experience and experiment with the organic, NHC hair kits
that can (almost) instantly and effortlessly improve their appearance and self-esteem. These
experiential efforts coupled with 30-second TV spots that function as product demonstrations
and social media campaigns that serve to engage consumers will maximize brand awareness and
increase memorability, which will in turn stimulate product interest, trial and subsequently
purchase.




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Reach/Frequency

Objective #3 Attain a reach of over 70% and a frequency of 12+ in order to introduce the NHC,
to attain profit and maximize brand awareness

Strategy #3 Maintain a consistent level of advertising through an integrated marketing
communications plan involving the use of traditional print and broadcast media as well as
experiential marketing through sampling and (sponsorship) of promotional events and social
media so that name recognition and/or message retention persists

Rationale #3 Situating NHC in the competitive landscape, it is considered a much less
established brand with little to no awareness so frequency should be optimized during the launch
period as there is a need for bigger draw. Since the target audience is new to NHC and its
products, the advertising will be informative in nature, which means the message will be more
complex requiring higher levels of frequency according to the Ostrow model. To ensure brand
recall, 3 exposures a month is considered the bare minimum. Exposing the target audience to four
times the minimum would usually run the risk of wear out but since consumers are new to
NHC they are less likely to turn away from ads. According to Mintel, consumers who are highly
engaged in the category are surprisingly insecure about choosing when picking out products and
often rely on other information sources such as product advertisement in magazine or newspaper
and/or product advertisement on a billboard or other media.


This frequency level is ideal because unlike most other people who avoid watching TV
commercials at all cost, this group of African American women find TV advertising interesting
(index number: 127). They also admit that they enjoy reading ads in magazines (index number:
180) which means they tolerate and appreciate advertisements.


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Reaching over 70% of the target audience may seem overly ambitious but currently, only 26% of
Black consumers feel that advertising does a good job of connecting with them, according to
research by Yahoo. As a result, these consumers are actively looking for content on websites and
other media outlets that are tailored for their ethnicity because they do not find it in the media as
a whole. This means that this demographic wants to be targeted. They represent a largely
untapped lucrative market with a spending power of $1 trillion per year, up $53 billion over
2010 (Black Consumer Market, 2012).










*#
Geography

Objective #4 To provide a broad base of national advertising support with additional local
media weight in the south, including a top designated market area (DMA) such as Atlanta

Strategy #4 Distribute magazines nationwide and aim televised marketing in the south

Rationale #4 Based on Simmons results, the top census region for African American single
women aged 18-34 is in the South.



Results from the census bureau also show that over half of the population residing in Atlanta,
Georgia is Black making it is the most populated Black city of all the other DMAs. The Atlanta
region has the second-largest black population after New York (Nasser, 2011). Conveniently,
Atlanta has long had a high concentration of well-connected, affluent blacks. Add to the fact that
a generous entertainment tax credit has spurred the migration of even more affluent African-
Americans from the North including celebrities who find the lower cost of living extremely
agreeable (Severson, 2011). In recent years Atlanta has emerged as an epicenter of the black
glitterati and home to many A-list artists, rappers and stars like Jasmine Guy, the actress whose
most famous role was Whitley Gilbert on the sitcom A Different World (Severson, 2011).

As a result of the economic downturn, many young college-educated Black New Yorkers are
heading south. Census data shows that about 17% of the African-Americans who moved to the
South originated from New York, far more than from any other state. According to a study
conducted by the sociology department of Queens College, of the 44,474 who left New York,
half of them migrated south (Bilefsky, 2011). According to chief demographer at the Brookings
institution, Both Michigan and Illinois, whose cities have rich black cultural traditions, showed
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an overall loss of blacks for the first time placing Atlanta ahead of Chicago as the metro area with
the largest number of African-Americans after New York. 40% of those who moved were
disproportionately young: aged 21-40. An example of a mover is 36 year-old Cicely Bland, an
owner of a publishing company who left Jersey City in 2006 for Stockbridge, an Atlanta suburb.
She said life was better because it was more affordable claiming business opportunities are here
because you can find many African-Americans with a lot of influence. (Tavernise, Gebeloff,
2011). Atlanta also proves to be an ideal location for spot advertising because the place is
overflowing with Natural Hair advocates, many of whom have initiated Natural Hair meetups
in the area.


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Scheduling

Objective #5 To launch media campaigns in January, the month of concentrated awards shows
in order to gain maximum exposure from these star-studded events

Strategy #5 Employ a pulsing strategy which combines continuous scheduling with flighting
to meet seasonal sale peaks observed during award seasons

Rationale #5 As can be observed from the media schedule
(see: next page) there is continued advertising in several media
(vehicles) including the Essence magazine, sampling and social
media such as Facebook. As mentioned, the subscriber profile
of the Essence magazine closely resembles the target audience
and reaches 61% of Black women annually. Of the three
publications, Essence is delivering 0.8 million more engaged
youth than Ebony. For this reason, advertising on this vehicle is
consistent throughout the year interspersed with punctuated
advertising from the other two print media vehicles Ebony and
Black Enterprise during summer months (June, July, August).
This is because Black hair is especially sensitive to warmer
weather. The increased humidity, sun-exposure and outdoor
activities during these months tend to make black hair frizzy,
brittle and dry (Kwateng, 2012). As such, during these months,
the target audience will seek out recommendations, advice and
tips on how to manage and care for their hair. This proves to be one of the aperture periods for
the advertisements of NHC products; by presenting the target audience with an alternative
solution to haircare without forfeiting their natural look.

Similarly, during the winter months (November, December, January) there will also be bursts of
advertising on TV as well reinforced print ad efforts. Much like summer, winter is arguably the
most brutal season, as they tend to be the months in which African-American hair is the driest
(Jewell, 2010). The special attention paid to Black hair in the winter demands special care that
can be provided by NHC hassle free natural hair product(s). Advertising efforts are maximized
during these months because this time also marks the season of awards such as the highly
anticipated Oscars. According to Nielsens African-American Consumers: Still Vital, Still
Growing 2012 report, last years broadcast of the Academy Awards was the second-highest rated
awards show among African-Americans drawing in about three million Black viewers (Pearson-
McNeil, 2013). With so much hype around the red-carpet style stars, it is most prudent to gain as
much eyeballs for the (television) campaign(s) during this period on all three networks: BET,
Centric and TV One. Event sponsorships are also active during this period as there are unusually
high numbers of high profile, widely publicized events such as pre-parties and after parties
attended by the most influential style icons that women aspire to. It is most sensible, then, to
schedule the launch of the campaign in January and the months leading up to the most-watched
award shows.

Sampling occurs all year round because NHC is still in the early stages of its business
development and needs to stimulate product trial. After all, Mintel research finds that previous
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experience/test drives are key deciding factors influencing purchase. Social media is also employed
all year round because it is cost efficient and an easy way to encourage brand-consumer
engagement. Since the target audience has an enormous online presence, it makes sense to
maintain an active social media outlet for (potential) consumers to voice their opinions. But
perhaps social media is the most effective during the awards season as Ebony reports, In addition
tohigh ratings, BET's social numbers were through the roof as the award show generated 10
million unique tweets up 683 percent from 2011. The same article noted that the trending
hashtag #BETAWARDS averaged 23,932 tweets-per-minute during the live telecast and
experienced 109 separate trending topics from pre-show to post show (BET Awards Draw High
Ratings, 2012).

Media Flow Chart
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Evaluation Plan

The success of this integrated marketing communications plan hinges on the impact it has on the
target audience. First and foremost, this media plan sets out to increase brand awareness and
stimulate product trials. The effectiveness of this proposal may be measured against essential
marketing metrics including but not limited to brand awareness, test drive customer satisfaction,
profit and word-of-mouth.

To test for brand recall/brand awareness, follow up low-cost phone interviews and surveys can be
used to ask consumers questions regarding television ad impressions such as: What is the first
company you think of when you think natural hair? or What socially conscious hair companies
can you name? A brand recall test can provide insight into how much information/exposure the
target audience is getting as well as their perception of the brand.

Since the marketing plan is largely based on promotional strategies such as sampling, the test-
drive conversion rate can be a used as a benchmark for success. In the case of NHC, if women at
sponsored events such as the Black Enterprise Women of Power Summit are tracked then it is
possible to calculate the test-drive conversion rate. That is, the number of purchases divided by
the number of test-drives (Jeffrey, 2010); this can indicate (the likelihood of) prompted purchase
based on product trials. Naturally, a high conversion rate is indicative of a successful marketing
method. It should be noted that it is useful to keep track of participant lists at promotional events
so they can be contacted for feedback surveys and for future events.

Considering this media plan relies specifically on third party, unbiased reviews of professional
bloggers as credible brand ambassadors, customer satisfaction with product (sampling) is of vital
importance. After all, customer satisfaction means future sales. Customer satisfaction can also be
measured by conducting surveys through mail, email or over the phone comprised of simple
questions such as: Would you recommend? (Jeffrey, 2010).

While the greatest indication of a successful media plan is in the numbers: the profit, calculated
by subtracting all costs from total revenues, word-of-mouth is also an important metric for
measuring social media marketing engagement. According to Jeffrey, this can be measured by the
sum of direct clicks and clicks from recommendations divided by the number of direct clicks. He
cited an example of Word-of-Mouth sharing in the Palm Centro social media campaign in which
forwarded links can be tracked throughout the Internet such that pass-alongs (i.e. shared clicks)
and direct clicks may be monitored. The same method can be applied to the NHC website and
Facebook page; the greater click with WOM on the Internet, the more successful the social
media campaign. Generally, monitoring website hits/unique visits especially in connection with
certain promotional events can reflect traffic and consumer-brand engagement performance. But
as Jeffrey suggests, page views is not necessarily an effective indicator of blogs, as you want
consumers to stay on the page containing the full review of a product. So the bounce rate, which
refers to the percentage of customers who leave your website after spending less than five seconds
on your site is a preferable metric (Jeffrey, 2010). The bounce rate is telling of what or what isnt
working on a website; if there is a high bounce rate, then it is possible the website content is not
fresh or engaging enough.


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References

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