MKTG 384 - CANESSA COLLINS .

NOVEMBER 17TH 2022

AVENUE ADVERTISING
INTEGRATED MARKETING COMMUNICATIONS PLAN
JANUARY 1ST, 2023-DECEMBER 31ST 2023

JAMES MADISON UNIVERSITY

EMMA SPOERRI, JULIA WEST, JOHN BRAUNAGEL, DAN MOSCARELLO, JACK WOLF, MANUSHREE BHATT
 TABLE OF CONTENTS

AGENCY PHILOSOPHY....................................................................... 1

MEET THE TEAM............................................................................... 2

EXECUTIVE SUMMARY....................................................................... 3

INDUSTRY REVIEW............................................................................ 6

C O M P A N Y D E S C R I P T I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

PRODUCT & SERVICE REVIEW............................................................ 14

C O M P E T I T I V E R E V I E W . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

B U Y E R A N A L Y S I S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

P R I M A R Y R E S E A R C H . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

PROMOTIONAL PROGRAM SITUATIONAL ANALYSIS............................... 34

.

SEGMENTATION, TARGETING, & POSITIONING MARKETING GOALS......... 35

C A M P A I G N T H E M E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

C O M M U N I C A T I O N G O A L S A N D S T R A T E G I E S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

C R E A T I V E B R I E F . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

MEDIA PLAN.................................................................................... 45

M E D I A F L O W C H A R T . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92

B U D G E T B R E A K D O W N , S U M M A R Y M E A S U R E M E N T , & E V A L U A T I O N . . . . . . . . . . . 93

C O N C L U S I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97

A P P E N D I C E S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98

R E F E R E N C E S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
ABOUT US
Our mission at Avenue Advertising is to expand businesses by first
learning about our clients as people. In order to provide sustainable
growth for clients, we believe you must first understand the values and
purpose at the root of each company. By investing this additional time
and energy, Avenue Advertising has been able to build and maintain
lifelong relationships with our clients.

At Avenue Advertising, there are many standards that guide our work,
as well as our team and company culture. These standards and beliefs
include; Diversity, Inclusion, Compatibility, Hard Work, Persistence,
Strong Communication, Unified IMC Strategy, and Performance. As a
company, we pride ourselves on making every client feel cared for and
heard. There is also a strong emphasis placed on healthy work-life
balance for our employees. The goal is to create a work environment
that values everyone’s thoughts, ideas, voice, and wellbeing.

Avenue Advertising's dedication to each of of our clients sets us apart

from other agencies We have five teams that specialize
in specific industries to target various client
needs. These teams are Medical, Wellness
and Beauty, Technology, Legal and
Financial, and Retail. Each client gets
paired with a specialized industry
professional who is passionate about
the client’s specific field of business
to provide a personalized marketing
plan unique to their needs.
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 MEET THE TEAM

JULIA WEST EMMA SPOERRI DAN MOSCARELLO

Hi, my name is Julia West. I am a Hi, my name is Emma Spoerri! I Hi, my name is Dan Moscarello, I
senior at JMU pursuing a degree in am currently a senior Marketing am a senior marketing student
marketing with a concentration in major with a concentration in with a concentration in digital
digital marketing and a minor in European Business. I grew up in marketing. I also have a minor in
human resources development. I Cumberland, Maine and from an economics. I grew up in New
am part of many on campus clubs early age my family instilled in me Jersey with three older siblings.
and organizations at JMU such as a love of the outdoors. Whether it In past summers, I have really
Alpha Phi women’s fraternity, Phi be skiing, sailing, or hiking, you will enjoyed teaching kids how to
Gamma Nu business fraternity, and never see me turn down an kayak. In my free time, I love to
the financial professionals club. I opportunity to get into nature. I spend time outside whether that
enjoy cooking, yoga, and traveling. also have a strong interest in be hiking, kayaking (as
I also enjoy using adobe digital marketing, hoping one day mentioned before), and taking
applications such as adobe to work for an established agency photos.
illustrator and photoshop to put or create my own company.
my creativity to use.

JOHN BRAUNAGEL MANUSHREE BHATT JACK WOLF

Hello, I am John Braunagel. I am a Hi, my name is Manushree Bhatt. I Hello, my name is Jack Wolf! I
senior Marketing major with a am a senior Marketing major with am a junior year marketing
concentration in Professional a concentration in Digital major with a passion for the
Sales. I am originally from Monroe, Marketing and a minor in digital side of my degree. I am
New York which is only 6 short Computer Information Systems. originally from Budapest;
hours from JMU! Besides classes, I While at JMU, I am part of the Hungary and I enjoy going back
am also a part of the professional Madison Investment Fund and during the summer. When not
sales club in which I was president JMU Banking Team. I also am the working towards my goal of
for a year as well as the business treasurer of the Indian Student leading a Marketing division at a
fraternity Epsilon Nu Tau. When I’m Organization. In my free time I fortune 500 company I enjoy
not in school I enjoy spending my love painting, designing clothes playing basketball, hanging out
time outside with family and on the and dancing. I aspire to work in with friends, and donating my
golf course with friends. New York after Graduation. energy to the less fortunate.

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 EXECUTIVE SUMMARY

INTRODUCTION

Avenue advertising partnered with The Studio Hair Salon and Day Spa to
increase sales for the 2023 calendar year. This will be done through various
Integrated Marketing Communications Strategies. Avenue Advertising is excited
and looks forward to working with The Studio Hair Salon and Day Spa.

TARGET MARKET

Primary: Women in Harrisonburg/Rockingham County who are under the age of

65 have a net income of at least $26,000 dollars. These women should also
have an interest in relaxation and pampering themselves.

Secondary: Female James Madison University students with a disposable

income of at least 600 dollars a month.

CAMPAIGN TIME PERIOD

January 1st, 2023 – December 31st, 2023

CAMPAIGN MARKETING GOAL

Increase sales by 20% by December 31st, 2023

CAMPAIGN THEME

Relax and Renew

OVERALL BUDGET TOTAL

$27,000

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 EXECUTIVE SUMMARY

COMMUNICATION GOALS

AWARENESS
The goal is to increase awareness by 40% through informing and educating
Harrisonburg residents about The Studio's spa services by December 31st,
2023. The Studio Day Spa offers a wide range of options, including waxing,
facials, nail care, and much more. Increasing awareness of the services and
the trained professionals providing the services at The Studio will help
develop trust and build brand equity.

INTEREST
The goal is to increase interest by 20% by exercising social media marketing,
public relations, and support media in Harrisonburg by December 31st, 2023.
Getting clientele more involved in The Studio’s social media sites will help
increase brand interest. will encourage customers to engage in The Studio’s
social media platforms, creating brand interest and helping build customer
relationships. Placing local advertisements around the Harrisonburg
community will entice potential clients to enter the spa.

DESIRE
The goal is to increase the desire to book with The Studio Day Spa by 20%
through direct marketing and traditional advertising strategies by December
31st, 2023. Advocating The Studio’s company values to potential clients will
increase the desire and motivation to book with the spa. The Studio would like
to build trust and connection with each client.

ACTION
The goal is to increase The Studio’s spa booking by 30 % through sales
promotions by December 31st, 2023. Sales promotion and sponsorship
strategies will used to encourage individuals to book spa services.

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 EXECTUTIVE SUMMARY

COMMUNICATION STRATEGIES

SALES PROMOTION
The Studio will implement multiple sales promotions and deals for special occasions and
holidays such as a discount on treatments for mental health awareness month and Mother’s
Day.

TRADITIONAL ADVERTISING
The Studio will work to increase spa sales by using newspaper and tv advertisements.
Implementing newspaper ads as well as advertisements on Harrisonburg's local tv networks
will entice local community residents to visit the spa.

DIGITAL MARKETING
The Studio will use email and mobile text alerts to their customers to increase awareness.

SOCIAL MEDIA MARKETING

The Studio will implement customer involvement and use posts to educate their clients
using both Facebook and Pinterest as their main social outlets.

PUBLIC RELATIONS AND PUBLICITY

The Studio will implement strategies to build its public relations such as supporting social
causes and issuing press releases,

DIRECT MARKETING
The Studio will increase direct mailing to existing and potential new customers. The
Studio will also design flyers to be handed out around the Harrisonburg community.

SUPPORT MEDIA
The Studio will utilize in-store media advertisements in local grocery stores around
Harrisonburg and create promotional products such as chapstick with the company logo to
hand out to customers.

SPONSORSHIP
The Studio will collaborate with Harrisonburg's little league baseball team and James
McHone Antique Jewelry Boutique to increase company awareness.

SUMMARY RESEARCH
Through James Madison University database websites and third-party websites
recommendations were chosen to be consistent with the target market of the Studio
Salon and Day Spa.

EVALUATION
Sales data will be used to evaluate the effectiveness of the chosen Integrated
Marketing Communication Strategies.

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 INDUSTRY REVIEW

INDUSTRY DESCRIPTION
(NAICS CODE: 812199) The Studio Salon & Day Spa is
classified in the Day Spa category of the "Other Personal
Care Services" code in the North American Industry
Classification System. Companies in the spa industry
provide a variety of personal care services including
massages, facials, body treatments, and more.

INDUSTRY SIZE
As of 2021, there were 19,687 businesses in the spa
industry, totaling a revenue of approximately 17.48 billion
dollars.

GROWTH
The spa industry saw a -1.0% decline from 2016 to 2021. A large portion of this can be
attributed to the Covid-19 Pandemic as, in the next four years from, 2021 to 2026, growth is
projected to increase by 4.8% .

CURRENT TRENDS
The rise of the digital age, specifically social media, paired with the effects of the Covid-19
Pandemic, has left younger generations craving the human touch. Spas have a unique
opportunity as they remind customers of this humanistic idea and why it is crucial to
fundamental well-being. Also, mental health and wellness have become significantly more
prominent in recent years due to the negative effects of social media. Because of this, it is
vital that the attitudes of professionals encompass a sense of mindfulness and balance.
Furthermore, these negative impacts from the digital era have encouraged individuals to take a
step back. This idea is known as the "digital detox". As a result, many spas are now advancing
wellness by offering their services as well as addressing issues common to digital device
overload. Society's emphasis on self-care was brought on by declining mental health and led to
the trend of super supplements. Since then, retail sales of nutritional supplements have been
booming and look set to continue to rise. Due to previously mentioned factors, the practice of
getting outdoors has become particularly prevalent. It is proven that time in nature can combat
stress, so spa sessions via outdoor massages have become increasingly popular.

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 MACRO ENVIRONMENT

DEMOGRAPHICS
On average, older individuals are more likely to visit spas than younger
individuals. Specifically regarding women (65+), there has been a steady
rise in spas visits. Looking at the gender split of spa-goers, 51% are female
and 49% are male.

ECONOMIC
Price sensitivity is high, so things like payment plans, tiered pricing options,
and subscription-based pricing are becoming more popular. While
disposable income is rising so are the overall costs of goods.

TECHNOLOGICAL
Products in Artificial Intelligence sub-sections, for example, fitness and
body scanning technologies, are becoming more popular to help identify
issues that the spa can help to relieve.

POLITICAL
With Covid-19 restrictions lifted, people are finally beginning to feel safe
again and head back to spas. The legal regulations mandating social
distancing have also been lifted. This also allows people the freedom to
return to these activities.

LEGAL
Regarding legal factors, improper touching while receiving a service is still
a worry for customers and a liability for spas.

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 MACRO ENVIRONMENT

SOCIAL
Overall, women use spas more frequently than men; however, in recent years, men
have found it to be more socially acceptable to engage in these services.

CULTURAL
A good spa culture needs to come from the top down. The owner must lead by
example and set expectations. This is the only way to maintain a positive
environment for employees and customers. Health/wellness is becoming more
mainstream, and consumers are prioritizing this area when spending
disposable income.

ENVIRONMENTAL
Spa usage tends to be positively correlated with individuals in higher economic
classes. With a possible recession in the near future, the economic
environment could cause stagnation or a decline in spa revenue.

OTHER KEY FACTORS

Industry profit is projected to grow 9.3% with the increased marketing to

the male demographic.

Market share concentration is low, which allows for plenty of growth.

Approximately 79.1% of spas are day spas.

Successful annual spa revenue has been showed to be heavily tied to the
disposable income of customers.

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 INDUSTRY STATISTICS

THIS CHART SHOWS THE TOTAL REVENUE OF THE SPA INDUSTRY OVER THE LAST TWO DECADES AND ITS
PROJECTED GROWTH IN THE NEXT 10 YEARS.

THIS CHART SHOWS THE DISPOSABLE INCOME OF INDIVIDUALS IN THE VIRGINIA FROM THE EARLY 2000'S
AND PROJECTED MOVING FORWARD TO 2027.

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 COMPANY DESCRIPTION

The Studio was founded when owner, Judi Crawford decided to leave Studio
Ph.D. back in 1980. From her long list of experiences, she developed a
professional atmosphere to serve the Harrisonburg community. While building
a stake in the salon and spa market Judi was blessed with two children in
1992. Her daughter, now Ally Robertson who is the General Manager of The
Studio, and her son John, their behind-the-scenes handyman. They created an
empowering environment by staying committed to the highest quality and
professional atmosphere. The Studio works to satisfy the needs of every one
of their 2000 clients' walking through their doors every month. They provide a
complete salon and spa treatment by offering services spanning from clients'
heads to toes. Their well-trained staff has different levels of expertise from
Level 1 up to Level 7AA. Having a wide range of skills allows customers to
receive treatment that best fits their budget while still receiving the most
quality for their dollar.

PRESENT STATUS

High-end and professional status. Offers many varieties of services with prices
adjusted accordingly.

PRODUCT LINES

Haircuts, colors, textures, extensions, makeup, threading, infrared sauna, skin

lightening, nails, lash/brows, waxing, body massages, and facials. Their most popular
spa services are brazilian waxing, lash lift and tint, henna brows, brow lamination,
and signature facials.

SALES HISTORY

Their most recent net income statement showed a drawn-in revenue of over $2.3
million.

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 COMPANY DESCRIPTION

TARGET MARKET
Women and men ages 18+ with disposable income and a need for a professionally
done appearance on their body and hair. They focus on making sure people know
about the highest quality of spa and salon work in the area. All of The Studio’s
advertising is done on social media and through its website. The overall goal is to
get The Studio’s name and information in front of as many people as possible.

CURRENT MARKETING MIX

Product: Salon and Spa treatments (stated above). Price: Depending on the service
prices range from $40-$500+. Promotion: Advertising is done on social media, the
company website, and word of mouth. Place: The Studio Salon & Spa

POSITIONING
Lack of brand awareness. The name The Studio needs to have a special feel for
people looking into getting their hair done here. Their ability to gain customers is
large but they are struggling to keep up with the constant inflow of people looking
to get these treatments. Expanding marketing for the pay and the various
production retail can bring in a new crowd of people which in turn takes stress off
the over-booked stylists.

BRAND REVIEW
After digging deeper into the website and what they say about their spa it seems
that there is a lot of opportunity to expand that branch of The Studio. One of the
biggest issues seen was that when you click on the links for more information about
the spa branch you just see the prices. When customers look for a spa visit they
want to hear about the peaceful serenity that they provide and not how much it's
going to cost you. Showing only the price is keeping people from booking
appointments with the spa in the long run.

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 COMPANY DESCRIPTION

OTHER FACTORS MAKING THE COMPANY WHAT IT IS TODAY

Women and men ages 18+ with disposable income and a need for a professionally
done appearance on their body and hair. They focus on making sure people know
about the highest quality of spa and salon work in the area. All of The Studio’s
advertising is done on social media and through its website. The overall goal is to
get The Studio’s name and information in front of as many people as possible.

SALES DISTRIBUTION
8/2021-8/2022
Spa Services
17%

Hair Services
83%

YELP REVIEW BREAKDOWN

Number of Yelp Reviews

40

30

20

10

0
5 Stars 4 Stars 3 Stars 2 Stars 1 Star

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 COMPANY DESCRIPTION

S TRENGTH
Empowering and Professional environment with an already strong
customer base.

W EAKNESS

Prices and overbooking/lack of availability.

O PPORTUNITY
The spa was said to be very underused and under-booked. Opening
customers' eyes to this additional service offered can greatly increase
profits.

T
HREAT
Lots of bad reviews, rated 4th best salon on yelp meaning people are
more likely to choose the three above before even looking at The
Studio.

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 SPA SERVICES

Our campaign focuses on The Studio Day Spa. The Spa offers services such as:

Infrared Sauna: uses advanced therapy to promote detoxification and healing.

Skin Lightening: uses a high-energy light to improve damaged skin cells that cause
skin darkening.

Gel Nails: uses a gel-based polish and requires a UV/LED light to cure the polish
that results in immediate drying.

Lash/Brow [brow lamination, eyebrow tinting, henna brows, lash lift and tint,
eyelash tinting]

Waxing [regular and sugaring]

Body [hydrating body polish, chocolate body mousse wrap]

Facials [led light therapy, lip treatment, neck chemical peel, facial chemical peel,
teen facial, ultrasonic facial, the studio signature facial, regenerate nano facial
modality, moisture boost, purifying back treatment, express facial, eye chemical
peel, eye contour treatment]

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 SALES HISTORY

[August 1st 2021 - August 31st 2022]

Net Sales For Spa Services After Tax

= $375,513.50

15.9% of Sales come from Spa

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S TRENGTH
A variety of spa services
Numerous options for each service
Already have an established client base for hair services (finding a
way to transfer clients from the salon to spa could be beneficial)

W EAKNESS

No information provided on the website about the sauna

Pricing information and scales are very vague and confusing
Limited promotion of spa services compared to hair services

O PPORTUNITY
Only one other place that has an infrared sauna, and it looks like it
caters mainly to athletes and men.
Competitive prices for waxing compared to other businesses
The only spa in the area that offers skin lightening

T
HREAT
Many nail salons in Harrisonburg have more competitive prices
Many college students prioritize hair services over spa treatments
Online ratings and reviews are not as high/good as other spas in
the area

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 KEY BENEFITS

The Studio offers a variety of luxurious products and services to its customers. Spa
specialists and stylists at The Studio provide the utmost care and customer service
to their clientele. The Studio's wide range of services as well as the quality
talent/skill of their employees is what sets them apart as a company.

BRAND IMAGE

The Studio has a large presence in the Harrisonburg area and has gained popularity
over the years. The Studio is known for having high-end, quality, and superior
services at a premium price. The salon and spa offer a lavish experience for
customers, giving them the utmost attention and care the moment they walk through
the door.

POSITIONING

The Studio positions itself as a high-end salon and spa offering a variety of services
at premium prices. The Studio does not focus on a specific target market because
they advocate for being able to service anyone from head to toe no matter what age
or demographic.

OTHER FACTORS IMPORTANT FOR PERFORMANCE & DIFFERENTIATION

Providing more defined prices could help them bring in more clients. Saying
they can change could make the customers nervous and come off untrustworthy.
There isn’t much competition for skin lighting and sauna.
Showing services on their platforms could help them attract more people and
build awareness.
Must find a way to differentiate nail services from other places in Harrisonburg.

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 PERCEPTUAL MAP

Quality and price were chosen as the two variables because they
are two factors consumers focus most on when making a
purchase decision. When determining the quality of each spa, the
services they offer (ex., skin lightening), and the
reputation/reviews of those services. When distinguishing spa
pricing, it was crucial to use similar services among the spas (i.e.,
leg waxing). From there, respective prices were recorded and
compared. This map compares the price and quality to other spas
in Harrisonburg, VA. This being said, the most expensive option
on this perceptual map may be a low price if compared to a spa
in Los Angeles.

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 DATA

AVERAGE PRICE OF FULL LEG LASER HAIR REMOVAL AT SPA IN HARRISONBURG

$75

$50

$25

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THIS CHART SHOWS THE AVERAGE PRICE FOR A FULL LEG WAX AT THE COMPETING SPAS IN
HARRISONBURG. THIS SERVICE WAS CHOSEN AS A REFERENCE BECAUSE WAS OFFERED AT EVERY
SPA.

AVERAGE GOOGLE RATING OF SPAS IN HARRISONBURG

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THIS CHART SHOWS THE AVERAGE GOOGLE RATINGS FOR COMPETING SPAS IN HARRISONBURG.
THIS METRIC WAS UTILIZED TO DETERMINE THE QUALITY OF EACH RESPECTIVE SPA.

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