Studio 1030 Grand Opening

7/27/2019 Studio 1030 Grand Opening

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Studio 1030 Grand Opening

Description:

The Studio 1030 grand re-opening is going to kick-start the new location of the salon and

introduce the new name, look and feel of what was formerly known as WSC Barbershop

& Salon. The re-opening will take place the second week of fall semester 2012, Sept. 5.

The event will involve many different aspects to bring in as many students, faculty and

local residents as possible to promote awareness of the Studio 1030s new location and

image. Refreshments, entertainment, free scalp massages, foundation matching, and

handouts will be provided to public as incentives and promotional tools. The event will

create hype and excitement about the new salon, it will effectively position the salon as

cool, professional and convenient, and more importantly in this case,

woman-friendly.

Background:

The WSC Barbershop & Salon has been in business for 48 years. It first started

out as an independently owned barbershop. Twelve years ago, BYU acquired the

barbershop and started employing BYU students and graduates, began offering womens

services and changed the name to BYU Barbershop & Salon to appeal to a broader

audience. The new womens services were never really taken advantage of however,

probably due to lack of awareness and poor rebranding. Another hindrance to the aims

of the barbershop to expound clientele base, was the fact that many of the barbers and

stylists were linked to the MTC - many stylists worked at both locations. Thisperpetuated the rumor that one could only get missionary style haircuts at BYUs

Barbershop & Salon.

Another negative perception about the salon is that employees are inexperienced

and not paid well enough to attract professional, competent hairstylists. This provides a

huge roadblock for the salon as students, faculty, alumni and guests want to go to a

hairstylist they trust and tend to be cautious with whom they let cut their hair, most

especially women.

Currently, the clientele base is overwhelmingly male-dominated (95+%), largely

because of its origins as a barbershop in a male-dominated BYU during the 60s (when

70+% of the students were male). Over the years, the demographics have changedsignificantly, 52% of students are male and 48% are female (Y facts 2011). The

managers and owners of the Barbershop & Salon want to become more representative of

the BYU student demographics by becoming more accommodating and appealing to

female students, staff, and locals. the number one purpose for all of this rebranding and

remodeling is to expound the female clientele base so that the customer base reflects the

students here at BYU.
http://www.google.com/url?q=http%3A%2F%2Fyfacts.byu.edu%2Fviewarticle.aspx%3Fid%3D135&sa=D&sntz=1&usg=AFQjCNGIHsORn2AIgvQTlVedA8HlTlw7Dw


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In 2011 a survey was conducted in which 457 freshman, sophomore, junior, senior

and graduate students responded. Of the 457 only 20% had ever visited the BYU

Barbershop and Salon. With the grand reopening taking place early September, the

opportunity is presented to introduce more people to the salon and appeal more to

women through the new location and services offered.

The Situational Analysis:

SWOT

Strengths: Location, but it could be

more visible. What was formerly known

as WSC Barbershop & Salon, is located in

the basement of the WSC, room number

1030. This is convenient and easily

accessible for all BYU students, especiallythose who do not own cars.

Weaknesses: Currently either unknown

(partially due to its hidden location in the

WSC) or seen solely as a Barbershop (for

males only), not capable of providing

female services. Currently the

Barbershop & Salon has a 95%+ maleclientele base, not representative of the

current student demographic.

Opportunities: The new Salon location

in the WSC is far more visible, this is

convenient for raising awareness of the

Salon. This grand re-branding and

re-opening provides us with an

opportunity to reshape the perceptions of

the current brand being only abarbershop for males. Studio 1030 will

start with the more chic, contemporary

city name and salon style to expound the

clientele base. Studio 1030 advertise on

the website that they sell nice hair

products for cheaper than anywhere off

campus. Studio 1030 can better

advertise these products to the incoming

female clientele. Studio 1030 could use

some of these products during the grand

reopening so visitors get the most

pleasant, professional experience possible.

Threats:Women especially tend to be

more skeptical of hair salons of which they

are not familiar with. Most college

students are on a tight budget and there

are various local salons that are close to

campus, some of which are cheaper.

Some apartment complexes even provideresidents with free haircuts already

(Liberty Square, the Branbury etc.),

leaving residents with fewer incentives to

pay for a haircut. Additionally, some

students either own clippers and

hair-cutting scissors and entrust their

roommates with their hair, or have

friends who are currently attending or

have graduated from hair school whom,

subsequently, will cut their hair for free.

Other students have family or friends

who live in Utah County that they trust

with their hair.


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Goal:

Raise the women customer base so that half the current clientele is composed of women.

Objective:

1. To raise awareness of the barbershop by 30% by October 2012

Only 20% of those surveyed in 2009 claim to have ever visited the Salon.

2. To raise awareness of new womens services by 30% by October 2012

In 2009, only 4% of cuts and styles were done for women in the BYU Barbershop

and Salon.

3. To raise awareness of products offered by 20% by October 2012

In 2009, product sales accounted for only 3.4% of total revenue and of those

surveyed, only 52% knew they could even purchase professional salon quality

hair care products at the BYU Barbershop and Salon.

4. To increase customer feedback by 10% by October 2012 and 15% by December 2012

5. Increase the number of women clients by 10% by December 2012 In 2009, only 4% of cuts and styles were done for women in the BYU Barbershop

and Salon.

Messages:

Convince publics that Studio 1030 is a convenient, quality place to get your hair

cut

Familiarize publics with Studio 1030s location

Convince publics to trust that Studio 1030 will give the haircut they want

Make the experience such that attendees will continue to support and come to

Studio 1030 for their haircuts. Make publics aware of new services (especially womens services) now offered

Increase awareness of the Studios new name and image

By emphasizing that the new Studio 1030 is a chic, classy, convenient and

professional salon no longer just for men.

Become familiar with our stylists and the products available.

Free scalp massages, food, foundation matching and giveaways.

The Barbershop you have been familiar with is here to help make the experience

more accommodating and enjoyable for everyone.

Competitive Summary:

Direct Competitors:

PROVO SALONS etc.

Criags Cuts

*franchise

start at $7


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$5 discount days

At Various Provo Locations:

one by Helaman Halls, 88 East Bulldog Blvd

255 North University Ave

671 East 800 north

Great Clips

*franchise

1774 North University Parkway, Provo, UT

Super Cuts

*franchise

nice website

2255 N UNIVERSITY PKWY STE 11 PROVO, UT

84604

Paul Mitchell hair school $8 hair cuts

$5 specials

The Hidden Clipper

Just west of Helaman Halls

LOCAL APARTMENT COMPLEXES OFFERING FREE HAIRCUTS

Liberty Square

Branbury

free:

tanning beds

facials peticures

manicures

Indirect Competitors

Friends

Roommates

Parents close by

Neighbors

Self

Key public including current level of understanding of service:

Students:

Freshman On-Campus:

Demographics: 18-21

Lifestyle: Most go to bed late, like being outdoors, like socializing and meeting new


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people, don't like to miss any popular events, often attend BYU sporting events and

make up an energetic crowd. They like impressing their friends and being up on the

latest trends.

Geographics: Helaman Halls, Heritage Halls, New Heritage and Wyview.

Product Usage: Currently most do not know about the BYU Barbershop and Salon.

Would mostly use Salon to get a trim and/or cut hair, perhaps trendy manicures,

pedicures and hair colorings (depending on the array of options available).

Psychographics: Very social, curious, excited, inexperienced, looking to get involved in

BYU, adventurous, young, and energetic.

Self interests: Want a good stylish hair look to fit in with peers, close location for a

haircut, trusted stylists, a regular place to go for a haircut so they know what to expect,

are comfortable, and even look forward to haircuts. They would also prefer a decent

price.

Freshman Off-Campus:Demographics: 18-21

Lifestyle: Most go to bed late, like being outdoors, like socializing and meeting new

people, don't like to miss any popular events, generally more fiscally responsible than

freshmen living on-campus (especially those living in Helaman Halls). Generally more

reserved and mature than on-campus freshman.

Geographics: Various (ex: Liberty Square, The Riviera, Glenwood etc.)

Product Usage: Currently most do not know about the BYU Barbershop and Salon.

Would mostly use to trim and cut hair. May also be interested in coloring hair as well.

Psychographics: varies--social, looking to network and participate in fun activities while

staying in budget.Self interests: Want a good stylish hair look to fit in with peers, close location for a

haircut, trusted stylists (especially important for women), a regular place to go for a

cheap haircut so they know what to expect, are comfortable, and even look forward to

haircuts.

Single upperclassmen:

Demographics: 19-25*

Lifestyle: Comfortable, more structured schedule, busy, work and school, tight budget,

fairly established friend network and favorite hangout places, go out on weekends, many

are dating frequently or exclusivelyGeographics: Utah Valley

Product Usage: Haircuts and trims. Could be interested in hair coloring, simple

manicures and waxings (depending on price and quality). Interested in cheap priced

quality hair products.

Psychographics: fun, friendly, generally more responsible than freshmen, busy, looking

to meet new people (especially of the opposite sex as their friend networks are mostly


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established)...

Self interests: Want a good stylish hair look to fit in with peers at a cheap price,

preferably close location for a haircut, trusted stylists (especially important for women),

a regular place to go for a haircut so they know what to expect, are comfortable, and

even look forward to haircuts.

Married upperclassmen:

Demographics: 20-28

Lifestyle: Very busy, on a tight budget, like their space and quiet time, family or couple

oriented, busier than non-married students, more stressed and less adventurous than

non-married students, tired.

Geographics: Utah Valley, Salt Lake area

Product Usage: haircuts, maybe interested in waxings, and coloring. They want a quiet

relaxing atmosphere after a long day. These are BYU students who have either never

been to the old barbershop or never went back. (Longer evening hours would bebeneficial in obtaining more of this audience).

Psychographics: friendly, busy, more fiscally responsible, have a structured group of

networks, not as social and dont stay up nearly as late as younger students.

Self interests: Want a good stylish hair look to fit their age and status in life at a cheap

price close to where they live, trusted stylists (especially important for women), a

regular place to go for a haircut so they know what to expect, are comfortable, and even

look forward to haircuts. They want a relaxing atmosphere where they can simply take

time out of their busy days to treat themselves. They would like all this at a very cheap

price.

Graduate students:

Demographics: 22-32

Lifestyle: Very busy, on a tight budget, probably working, busier, on campus/in the

library a lot, tired, responsible, motivated, goal-oriented.


Product Usage: haircuts, perhaps waxings, and coloring as well. They want a quiet

relaxing atmosphere after a long day. These are BYU students who has either never

been to the old barbershop or never went back. (Longer evening hours would be

beneficial in obtaining more of this audience). Could want to bring their child(ren) there

to get their hair cut.Psychographics: friendly, busy, more fiscally responsible, have a structured group of

networks, know what, are familiar with campus.

Self interests: Want a good stylish hair look to fit their status in life at a cheap price close

to where they live, trusted stylists (especially important for women), a regular place to

go for a haircut so they know what to expect, are comfortable, and even look forward to

haircuts. They want to be able to schedule getting a haircut around their busy


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schedules, so they may prefer a salon open late hours.

Other:

Faculty and Staff:

Demographics: 28-60

Lifestyle: like structured schedule, enjoy their quiet time, on campus long hours, more

flexible budget, busy, responsible, usually married with kids, go to bed earlier, are

passionate about what they teach and enjoy working with students.


Product Usage: haircuts, pedicures, manicures, and a quiet relaxing atmosphere after a

long day. They may want to bring their kids to get their haircut there, so a family

friendly environment is preferable.

Psychographics: friendly, busy, more fiscally responsible, have a structured group of

networks, know what they like, are familiar with campus.Self interests: Want to get a good stylish hairstyle close by, trusted stylists (especially

important for women), a regular place to go for a haircut so they know what to expect,

are comfortable, and even look forward to haircuts. They like consistency and want to

be able to schedule getting a haircut around their busy schedules. If their children are

still young they want a place that they can take them to get their haircut at the same

time for a decent price. They want a family friendly environment.

Middle-aged Provo Locals:

Demographics: 40-60

Lifestyle: family oriented, largely LDS, variousGeographics: Provo

Product Usage: haircuts, hair coloring, waxing, pedicures/manicures for themselves and

just haircuts or trims for their children.

Psychographics: friendly, church and family oriented, more fiscally responsible but also

have more money to spend, looking for fun, family friendly events they can take their

kids to, enjoy bargaining.

Self interests: Want to get a good stylish hairstyles and coloring to fit the trends without

commuting too far, trusted stylists (especially important for women), a regular place to

go for a haircut so they know what to expect, are comfortable, and even look forward to

haircuts. They like consistency and want to be able to schedule getting a haircut aroundtheir busy schedules. If their children our still young they want a place that they can

take them to get their haircut at the same time for a decent price. They want a family

friendly environment. Some provo women will also be interested in other womens

services such as pedicures, manicures, and waxing.

Regulars:


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Demographics: 18-70

Lifestyle: male students and older male alumni and faculty members that like simplicity,

comfort and tradition, they do not prefer change, largely LDS.

Geographics: Utah Valley and Salt Lake City

Product Usage: mostly male haircuts and trims

Psychographics: enjoy comfort and tradition, are generally short-haired, cleancut

individuals, mostly men (faculty, male students, alumni and some general authorities)

Self interests: Want a good stylish hair look to fit their status in life at a cheap price close

to where they live, trusted stylists, a regular place to go for a haircut so they know what

to expect, are comfortable, and even look forward to haircuts. They want to be able to

schedule getting a haircut around their busy schedules (so preferably lean towards a

salon open late hours).

Influentials (third-party opinion leaders who may influence the key

public):

Stylists: Depending on how the stylist perform the day of the grand opening and for

returning customers will have a large impact on if the clients will return again. The

stylist should be extra patient, bubbly, and accommodating to the clients on the opening

day as it is will be the client's first impression of the new salon.

Regulars: Depending on how much the regulars talk about their Studio 1030

experiences in the past and how positive their experiences were will influence whether

others decide to get their hair cut there in the future. This influential public can

potentially help us meet objectives 2, 3, 4 and 5 for other customers.

Strategies/Tactics:

1. Raise awareness of the event and to get participation through print media.

Print the qualifications/biographies of employees on pamphlets

Hang up posters in the buildings open in Helaman Halls

Hang up posters in Wyview and Heritage

Hang up posters in off-campus housing

Hang up posters in the Wilk

Send out press releases to have the media covering the event Other On-Campus advertising:

WSC Scheduling- (801) 422-3134

2. Raise awareness of the event and to promote signups through visual media.

Update with photos of the event on the blog, FB page and Twitter

BYU home page as well as the home dining page


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A video could also be made about the history (including recent additions and

lengthy steps made by BYU in attempt to accommodate students and other

clients as best they can, the video could be posted on the website.

posting the qualifications and/or biographies of the employees on the website

3.Raise awareness of the plan and the progress of the event through social media

Update the events Facebook

Post frequent status updates of the spots available to get hair cut

Post pictures of the stylists and progress of the Studio 1030

Survey customer satisfaction using Facebook

Track and respond to comments in a timely and professional

manner

Update the Studio 1030s Twitter handle

Post pictures of stylists and progress of the studio

Tweet back in response to comments Track current trends of what deals are going on in each restaurant

Update Studio 1030s blog on the website

Blog about the stylists and deals that are being offered

Blog about the daily events and the boutique items

Blog about products that are offered here that may not be offered

other places

Event date and time:Wednesday, September 5, 2012, 8 a.m. to 5 p.m.

Venue

Wilkinson Center Area outside of the new Studio 1030.

Activity details (chronological list of what is happening at the event):

7:00 am- Set up tables and entertainment equipment- employees arrive and prepare-

set out refreshments

8:00 am- Salon is open for business and begins to give free haircuts for those in line.

Volunteers help hand out refreshments, magnets and flyers, and punch cards. Turn on

mixed CD for ambiance.11:00 am- Check on set up for entertainers turn off ambiance music.

11:30 am - 12:00 pm- Steven Stucki

12:00- 1:00pm The Raven Watch

1:00- 2:00pm- The Red Yeti

2:30 pm-services continue

3:00 pm Close line for haircuts


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5:00 pm Close shop

5:00 6 pm- Clean up

Participation required:

Welcome- Kristene Gillum

Advertising materials, magnets etc- SAS Creative Services

Catering- BYU Catering Services

Media pitching- SAS Creative Services PR Intern

Media Management- PR Intern

Equipment Management- Advertising Intern or delegated assistant

Haircuts- Salon employees

Info Sheet for Media- PR Intern

Distribution of materials- volunteers

Pictures- SAS Creative Services PhotographerEntertainment- The Raven Watch, The Blue Yeti and Steven Stucki

Set Up- SAS Creative Services Volunteers, Salon employees, & Caterers.

Take Down- All volunteers and employees

Facility needs (electricity, A/V equipment, sound equipment, lighting, etc.)

Several microphones and stands

Boombox/ipod dock

Long tables for catering

chairs?

Permits required

Call for permission of BYU equipment and approve this event with the Wilkinson

Center Scheduling.

BYUSAs approval for clubs to perform.

*Approval for The Raven Watch, The Blue Yeti and Steven Stucki (and other

performers to come play?)

Materials needed for audience:

1 Mix CD to play for ambiance

Tape to put on the ground to create a line for haircuts

Magnets with number and location for appointments

Specific media to invite:


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- The Daily Universe

- Deseret news

- The Daily Herald

- KSL News

- BYU Y News (invite to write press release for before event and put on university

calendar)

Materials to provide to media (press kits, backgrounder, photos, etc.)

Info sheet could be necessary.

Special requirements for media at event (photo location, seating,

interviews, etc.)

Available outlets.

Prep managers for possible questions.

Timeline/deadline:

Advertisements/Material Production due Distribution

Printed materials:

Mix CD

Magnets

August 1st August 31st

Advertisements:

Banner in Wilk (Garden

Court, Aug. 22- Sept. 5)

August 1st August 20th (Wilk Sugar n

Spice area)

Daily Universe Ad August 12th August 27th or day whenprinting hard copy version

Facebook August 1st August 20th Post event

Digital Signage August 1st August 20th


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Appointment Appointment Date

Needed

Book Entertainment April 1st Check up on

appointments August

1st

August 31st

Facilities/equipment

reservations (PA system

Sept. 5, 10am-5pm):

August 1st August 31st

Catering August 1st August 31st

Call/Email Follow up

Media invitations: August 20th August 31st

Booth in WSC (from Aug.27-Sept. 3):

August 1sh August 27th

event advertising fliers forBooth in WSC:

August 1st August 27th

Retractable Banner(?)

Advertisement Budgeting

Mailing-send 1/2 page flier to advertise event to faculty and staff throughBYU Print and Mail

4,700 people

o mail- $30o print ($.11/flyer)- $518.60o **1 hr @ $25/hro Labor: $25o =$573.60Daily Universe

Quarter Page Vertical Ad

o Print: $332.50o Labor: 1 hr @ $25/ hr = $25.00o TOTAL: $357.50RefreshmentsBYU Food to Go

vWater- free (Kristene providing water dispensers)v Sweet Bread- $4.97 (/loaf ~8 slices) 500 people, 1 person=1+ sliceso $4.97 * 60=$298.20o = $298.20v Fruit Platter-o $36.72/ 40 servings


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o $36.72* 13o =$477.36o + $13 delivery (@11am)o =$490.36v Plastic Cupso 500 @ $55.88 *5o =$279.40v Plastic Forkso 300 @ $8.76 *2o =$17.52vWhite Napkinso 4,000 @ $9.42o =$9.42v Plates (9 in)o 500 @ $26.25o =$26.25TOTAL: $2052.25

Student Grand Opening

Event details:

7:00 am- Set up tables and entertainment equipment- employees arrive and prepare set out some

refreshments (plain glazed doughnuts and water)

8:00 am -11:00am-Salon is open for business and begins to give free mini scalp treatments for

those who have made appointments. Volunteers help hand out refreshments, magnets and flyers

(with coupons attached), and punch cards. Turn on mixed CD for ambiance.

(8:00 doughnuts are delivered)

9:00 am 4:30 pmOngoing Tours and Service,bio sheets for the stylists will be available to

read.

11:00 am- Spin the Wheel (prize give away) and tours

11:30 am - 12:00 pm- Check on set up for entertainers turn off ambiance music.

12:00- Set up *Nik Day (keyboard)

(12:00 desserts are delivered)

12:30- 2:00 pm-Performer

2:00- 2:30 pm-Spin the wheel (prize give away) and tours

(3:00 more desserts delivered)

5:00 pm-Close shop

5:00 6 pm- Clean up

Advertising for Event: Posters: freshman housing (at least one/building, plus The Commons*)

WSC: oak holders and table tents in the Cougareat, Banner by Sugar & Spice

Press: Press releases sent, Media invitations to BYU Y News, Cecelia Fielding, Universe (3

col. x 19 in)

Booth in WSC (week before event): banner and fliers (500 total), and magnets (500),

retractable banner approx. 30 x 72 (?)

Digital: Facebook posts, digital signage (in HBLL)


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Fliers: Fliers in NSO info package, and around campus (400)

Table Tents: 4.25 x 5.5 Cougareat and Terrace(230)

Reserve: Equipment, entertainment, and refreshments

Promotional items: punch cards, coupon fliers (500 to be handed out during event)

Approval: Approve event with Wilkinson Center Scheduling

Estimated Budget:

Food 2 Go:

Breakfast: Doughnuts-Plain Glazed (83 dozen-1000 doughnuts)

$4.99/dz *83

=$414.17

$13.00 Delivery Charge (delivered once @ 8:00am)

=427.17

Brownies

o 250 @ $18 for 5o sliceso $18.00 * 5o

=$90.00 Lemon bars

o 250 @ $19.25 for 50 sliceso $19.25 * 5o =$96.25 Blondies

o 250 @ $19.25 for 50 sliceso $19.25 * 5o =$96.25 Rice crispy treats

o 250 @ $32.96 for 80 sliceso $32.96 * 4o =$131.84 2 deliveries-deliver once @ 12pm and once at 3pm =$26.00v REFRESHMENT TOTAL:$867.51

Printed materials

6,000 Punch cards-$300

500 magnets @ $.20/magnet (same design as punch cards) $100

Part Time hrs: 6 (@ $25/hr)

Labor: $150.80

TOTAL:$250.80

1 Mix CD (or Ipod)- $0.10 2,000 business cards 2-sided, dull coated

Print:$265.00

Full Time hrs: 1.8 (@$50/hr)

Part Time hrs: .8 (@ $25/hr)

Labor: $115.00

TOTAL:$380.00


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Advertising (SAS Creative Services)

Banner (By Ballroom in WSC)

.5 hrs (similar design to flyers) @ $25/hr

Print: $43.75

Labor: $12.50

TOTAL: $56.25

Daily Universe

Quarter Page Vertical Ad

1 hr @ $25/hr

Print: $332.50

Labor: $25.00

TOTAL:$357.50

Rack Ads Print: $1,000.00 Labor: 1 hr @ $25/hr $25.00 TOTAL: $1,025.00

Table tents/flyers

300 for WSC booth 100 info desks 180 Cougareat table tents 50 terrace table tents Print: 630 @ .10 per =63.00 Labor: 2.5 @ $25/hr ($.80 itemized)=$63.30

TOTAL: $126.30 Oak holder posters (2)

2.50*2

Print:$5.00

.25 hrs (similar to flyer or banner) @$25/hr Labor:$ 6.25 TOTAL:$11.25

Facebook -$0.0

Digital signage $0.0

o 500 bounce back coupon Print: $113.00 Part Time hrs: 1.3 (@$25/hr) Labor:$31.65 TOTAL: $144.65o Certificates Free Hair Cut Print: 1,000/ 4 per 8.5 x 11 = 250 8.5 x 11 col cardstock @ $.50 250 * $.50 =$125.00


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Labor: .5 hrs @ $25/hr (+$.40 itemized) =$12.90 TOTAL: $137.90 Free Scalp Treatment Print: 1,000/ 4 per 8.5 x 11 = 250 8.5 x 11 col cardstock @ $.50 250 * $.50 =$12.90 Labor: .8 @ $25/hr =$18.75 Total: $31.65 50% of Services Print: 1,000/ 4 per 8.5 x 11 = 250 8.5 x 11 col cardstock @ $.50 250 * $.50 =$125.00 Labor: .5 hrs @ $25/hr =$12.50 TOTAL: $137.50 Free Shellac Print: 1,000/ 4 per 8.5 x 11 = 250 8.5 x 11 col cardstock @ $.50 250 * $.50 =$125.00 Labor: 1 hr @ $25/hr =$25.00 TOTAL: $150.00o Entertainment (Nik Day 1hr )$50.00- $100.00

TOTAL: $4076.41

Miscellaneous details (if any):

BIG IDEA-

Treat yourself

Treat yourself to a more perfect you

Documents

Studio 1030 Grand Opening