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PLANSBOOK

DANIELLE RHEW

2018


EXECUTIVE SUMMARY JANUARY 1ST, 2019 – DECEMBER 31ST, 2019

RESEARCH SUMMARY

Primary and secondary research guided the decisions made in this plan

TARGET AUDIENCE

Those who use hair color as a way to express themselves

OBJECTIVE

Spread awareness to help make fashion color hair more acceptable in the workplace.

PRIMARY FINDINGS

The acceptance of fashion colors is on the rise so companies that already have mastered this market are stepping up to dominate.

MEDIA SUMMARY

The use of social media and word of mouth is used very heavily in this campaign.

BUDGET

$6,000,000 between January 1st, 2019-December 31st 2019

PR/CSR

Manic Panic will partner with Lolly's Lock, a wig organization for those with cancer, and help them provide wigs in fashion colors

EVALUATION

With the use of social media analytics, we will be able to determine how successful the campaign was.

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BRAND HISTORY

M

anic Panic was created by sisters Tish and Snooky Bellomo in 1977. They were punk rock pioneers and even sang in the original Blondie band. Manic Panic was first sold in their punk boutique that was the first of its kind in America. Manic Panic was the first alternative brand and paved the way for the punk style to flourish like the rainbow. Their hair color brand has been used by many celebrities such as Katy Perry and Jared Leto. In Suicide Squad, Jared Leto and Margot Robbie’s hair was done with Manic Panic. This brand is seen a lot throughout alternative music as a way to express yourself. Many use this brand when they want something that will stay for a decent amount of time, but not forever. The fact that the brand is vegan and does not require any harsh chemicals is one thing that attracts users to it. In the past, Manic Panic has relied on many traditional ways of advertising to get their brand out there, such as billboards and magazine ads. As the brand originated in NYC, it was not hard to spread the news by word of mouth, or you could say “word of hair”.

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PRIMARY COMPETITORS Pravana

Founded in 2004, Pravana set out to provide a product that was unlike other brands in their niche. Over the years they have been known to think outside of the box. They recently released a hair dye that changed color based on how warm/cold the hair is. Like Manic Panic Professionals, Pravana is only available to those with a cosmetology license.

Arctic Fox

Unlike Pravana and MP: Professional, Arctic Fox can be bought by anyone. They were founded in 2014 and are in line quality wise with the Pravana and MP: Professionals. The creator, Kristen, was inspired to make this brand after having issues with other hair dyes.

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SECONDARY COMPETITORS

Splat Hair Color Splat is one of the more common hair dyes thought of when speaking about fashion colors. Splat was established in 2002 and has been the number 1 option for teens when it comes to hair color. Since it is sold in almost any superstore, it is easy to access but lacks quality.

L'OrĂŠal Colorista

L'OrĂŠal has been a brand since 1909 with natural tone hair dyes, but their Colorista brand dye is a recent project started in the last few years. This brand is used exclusively if you only want fashion colors in your hair for a short amount of time.

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RESEARCH

227K

15K

21K

15K

A survey was conducted on a group of 20 licensed cosmologists.They were asked if they would prefer Manic Panic Professional to Arctic Fox. 75% of them said they would choose Manic Panic Professional overt Arctic Fox, with the majority reasoning being that they had seen better results with it over a long period of time.

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CONTENTS EXECUTIVE SUMMARY—2 BRAND HISTORY—3 COMPETITORS—4 RESEARCH—6 BUYER PERSONAS—7 SWOT ANALYSIS—8 PUBLIC RELATIONS / CSR—9 MEDIA MIX—10 BUDGET—12 MEDIA SCHEDULE—13 THE NUMBERS—14 EVALUATION—15 APPENDIX—16


TARGET AUDIENCE & BUYER PERSONAS

Our target audience consists of a younger crowd with a small percentage of it being users over 40 years old. With this in mind, using social media and event that this demographic would be at, help us reach that audience efficiently. Those who have a creative mind tend to fall into this category. Belle Williams Single Female, 19 Income:$25,000 Social Media Manager (FT) Student (FT) Character: Creative

Elliott Smith Single Male, 25 Income:$60,000 Licenced Color Expert Character: Bold

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SWOT Strengths

Weaknesses

MP has a longstanding reputation with the community and upper hand in the vegan community

There is not a one-step product for those who have darker hair, where other brands do. The product is limited on who can buy it

More brand awareness that spreads the acceptance of fashion colors in the business world.

More fashion color brands pop up each year, causing more competition for the brand. If these brands are easier to get, they will cause a problem for Manic Panic.

Opportunities

Threats

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PUBLIC RELATIONS/CSR Beyond what is in the Media Mix, Manic Panic would like to give back to the community. In order to achieve this, they will be partnering with Lolly's Locks. With their wigs being made from human hair, Manic Panic will be able to use their assorted dyes to achieve an intense hair look for those who want to stand out during their battle.

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MEDIA MIX

PR Packages

With any type of beauty brand, PR packages are key to getting the word out about your products. All you need to do is take a cut on a few items and shipping costs and the influence will use and post about your product. This works well with hair dye because YouTube's tend to show their fan base more than the finished product, so the potential customer can see the process of using it as well. As long as you are prepared as a company to possibly get some negative comments about your product, this is a great option.

Client/Public Events

During the year, there are many beauty events that both the public and professionals go to. Setting up booths at these events and having information as well as any visual samples can go a long way. For public events, Manic Panic would promote both their regular line, as well as their professional line as it is highly probable that licensed professionals will be in attendance at both types of events.

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MEDIA MIX

Snapchat

Snapchat was once known as a sneaky app to send scandals photos to someone, that would disappear after a pre-determined time. As time went on, it has become much more and is host to may ad opportunities. We have an overall high amount of social media marketing in this campaign but Snapchat takes the cake with the creative side of things. The Geo filters will be used with the events mentioned before. We will also run regular filters that do not have a location limit that will change the color of the user's hair for the picture to one of the shades offered.

Flyer Inserts

Using flyers for events is one of three tangible items for this campaign (the others being billboards and PR packages). With that in mind, a coupon code will be printed on them for both regular Manic Panic and their Professional line, that way that can be given out at either event type.

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BUDGET BREAKDOWN

Total Cost $5,841,760.00 $6,000,000 Budget Contingency $158,240.00

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MEDIA SCHEDULE

JANUARY 1ST, 2019 – DECEMBER 31ST, 2019

Everything is consistent, until summer hits and more events are scheduled

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THE NUMBERS CPM FOR FACEBOOK, TWITTER & INSTAGRAM (WANTED IMPRESSIONS 1.8M TOTAL) $1743 (PER THOUSAND IMPRESSIONS)

CPM FOR BANNER AD, HULU AND SPOTIFY (WANTED IMPRESSIONS 3M TOTAL) $293 (PER THOUSAND IMPRESSIONS)

THIS CAMPAIGN IS HEAVILY BASED ON SOCIAL MEDIA, EVENTS AND THE USE OF OUTSIDE SOURCES. FOR EXAMPLE, PR PACKAGES GO OUT TO 444 PEOPLE, AND EACH PERSON THEY GO TO HAVE THEIR OWN SEPARATE REACH. WITH THIS IN MIND, THE AMOUNT OF CPM CAN RANGE DRASTICALLY.

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EVALUATION

The goal for this plan is not only to spread the word around about the brand to those who have never heard of it but to also normalize fashion colors in a business environment. There is a major stigma that fashion colors interfere with how you perform your job. The color of someone's hair doesn't affect how well they do their job. With the amount of advertising we plan to use, hopefully, this can shake that opinion in some people. Each month the analytics for each social media page will be analyzed to check if anything needs to be adjusted (Such as posting times and days) During the summer months, those checks will go weekly in preparation for the more intense portion of the campaign.

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APPENDIX About Us. (n.d.). Retrieved from https://arcticfoxhaircolor.com/pages/about-us About Us. (n.d.). Retrieved from https://www.splathaircolor.com/aboutus Compukol.communications. (2016, March 21). The Impact of Social Media on Advertising. Retrieved from https://www.compukol.com/theimpact-of-social-media-on-advertising/ Fogarty, L. (2018, November 13). 10 Vegan Hair Dyes That Actually Work. Retrieved from https://www.bustle.com/p/the-10-best-veganhair-dyes-that-actually-work-57551 History. (n.d.). Retrieved from https://www.pravana.com/who-weare/history/ How Much Does Email Marketing Cost in 2018? (n.d.). Retrieved from https://www.webpagefx.com/email-marketing-pricing.html Mandimya. (2018, December 02). Semi-Permanent Hair Color. Retrieved from https://www.lorealparisusa.com/products/haircolor/products/semi-permanent/colorista-semi-permanent-haircolor.aspx?shade=400-purple Our Mission. (n.d.). Retrieved from https://lollyslocks.org/about/ourmission/ Read, A. (2018, April 17). Snapchat Geofilters: The Easy Way to Create Your Own Snapchat Geofilter. Retrieved from https://blog.bufferapp.com/snapchat-on-demand-geofilters Snapchat Advertisting Costs - A Breakdown Of Each Offering. (n.d.). Retrieved from https://wallaroomedia.com/snapchat-advertising-costs/ Supermarket Ads. (n.d.). Retrieved from https://www.bluelinemedia.com/supermarket-advertising

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