Shea Moisture Media Plan Create d By Jessica

Shea Moisture Media Plan Create d By: Jessica Tillett

Company Overview v Founded in Harlem in 1991 by Liberians Nyema Tubman and Richelieu Dennis v The company was inspired by Dennis' Sierra Leonean grandmother, Sofi Tucker, who sold shea butter at a village market in Bonthe, Sierra Leone in 1912 v Personal care company that provides a focus on bath and hair products for men, women, and children v All products are organic and made paraben free and sulfate free

What Shea Moisture Stands For: Company Overview. The best in personal care and beauty Inclusively Exclusive Shea Moisture’s Mission: “Our mission is multi-cultivated: To make better-for-you beauty, hair and skin care products with certified organic and natural ingredients, to always be eco-friendly, cruelty-free and fair trade and to give back the goodness by supporting charitable organizations and women in underserved communities, both globally and in our community. ” should not belong to the few. Our accessibility comes compromise-free. Modern Wisdom Recipes handed down from a healer make for potent 21 st century cures. Sensory Solutions Potent salves stimulate, soothe, surprise and speak to all the senses. Cultures Cultivated The best ingredients gathered from around the world and picked to complement perfectly.

Industry Overview Natural/Organic Hair Care v The global organic personal care market is expected to reach USD 15. 98 billion by 2020, according to a new report by Grand View Research “Ethnic/Black” Hair Care v According to the market research firm Mintel, the black hair industry is worth $684 million (2013) v Industry expected to grow to $761 million in revenue by 2017 North America organic personal care market revenue, by product, 2012 -2020 (USD Million)

Competitive Overview v Annual Revenue: $23 Million v Annual Revenue: $18 Million v Holds 18% of black hair market v Holds 15% of black hair market

Marketing Objectives Expand Target Audience v We want to expand our sales reach to the Caucasian market. v We want Shea Moisture to be sold in the “regular” hair products aisle rather than being pushed to the “ethnic” hair section. Rebuild Brand Image v Move past ad controversy that features a Caucasian baby. v Shea Moisture is generalized into being only for “ethnic” hair but is in fact a organic product that can be used on all types of hair. Increase sales by 15%

Target Audience Demographics v Women with families Psychographi cs v Ages 30 -45 v Trendy v Lower middle class to Upper middle class v Open-minded v Stay-at-home mom v Chooses to live an organic lifestyle v Mixed ethnicity family v Black women v New target: Caucasian women v Tech savvy v Eco-friendly

Media Objectives v Structure television schedule to reach 65% of original target audience and 50% of new audience v Use interactive media to intrigue new demographics in a way that is measurable through sales of products v Create a digital platform to interact and build relationships with consumers and increase online followers by 23% v Use direct marketing to create relationships with other businesses/organizations and increase sales by %15

Media Strategies ◦ Start with heavy television and internet advertising to create awareness and reach broader audience base. ◦ Build on established consumer relationship with current social media campaign with additional paid-for social media advertisements ◦ Follow through with alternative media and direct marketing to spark positive interest and reposition brand in a positive light. ◦ Promote the purchase of products at events (pop-up and expo) to increase sales.

Geography and Seasonality National Campaign v Shea Moisture products are sold internationally. v The campaign will be focused on rebranding and expanding the target audience within the United States v Seasonality does not effect the sales of Shea Moisture as hair and body cleansing products are needed year round.

Traditional Media Television v The day-part with the most viewership from Shea Moisture’s target audience is early morning news. v. Mother’s tend to spend more time viewing television while children are getting ready for school. v The second day-part with the highest viewership from Shea Moisture’s target audience is Primetime. v. Advertising at a time when mother’s are focused on television is extremely important if we want to meet objectives.

Media Tactics Television v 30 second commercials at peak viewing times v Contact media to appear on a national early morning news show for an interview about company and products during Women’s History Month (March) Daypart Points/week Cost Early Morning 3 $23, 100 Primetime 3 $75, 900 Total 6 $99, 000 Total cost for 50 weeks: $4, 950, 000

Digital Media Social Media v Create a social media campaign that is easily sharable with valuable content and builds a relationship with consumers v Twitter (64. 1 k), Facebook (700 k+) , and Instagram (295 k) Internet Ads v Ads will be placed online to create interactive content for consumers and also increase sales.

Media Tactics Digital v Social Media v #Breakthe. Walls v A campaign that focuses on the equality of natural hair care products that can bring together original target audience and new target audience. v It is easily sharable creates a positive buzz about the brand. v. Banner ads will be placed on top 5 websites visited by target audience: v Facebook v Pinterest v Youtube v Amazon v Google Form Impressions Cost Facebook 20 Million $200, 000 Pinterest 25 Million $250, 000 You. Tube 15 Million $150, 000 Amazon 15 million $150, 000 Google 30 Million $300, 000 Total cost for digital media: $1, 050, 000

Alternative/Ambient Media It is important for Shea Moisture to showcase their products in an interactive and untraditional way that caters to it’s target audience. This will draw positive attention to the brand increase sales as products will be sold ay events.

Media Tactics Hair Salon Pop-Up v Host Shea Moisture pop-up v Products will be sold at the event but there will also be promotions and giveaways salons featuring hair and face tutorials using our organic products for promotion and sales. v 5 Major Cities: v. NYC v. LA v. Chicago v. Miami v. Atlanta Budget for supplies and promotion: $1, 500, 000

Marketing Services Media Direct Marketing v Building a relationship with other organizations is just as important as building relationships with consumers. v Marketing at empowering events can increase sales and draw the new audience that Shea Moisture is looking for. v. The Ultimate Women’s Expo v Arizona v LA v San Francisco v Houston v Dallas v Chicago v Atlanta v San Antonio v Austin v Philadelphia

Media Schedule

Budget Recap Media Forms of Media Used Cost Television (Traditional) 4, 950, 000 Internet Ads/Social Media (Digital) 1, 050, 000 Pop-Up Salon (Alternative) 1, 500, 000 Direct Marketing (Marketing Services) 2, 000 Total cost for media plan: $9, 500, 000 Traditional Digital Alternative Marketing

Sources ◦ http: //www. mintel. com/press-centre/beauty-and-personal-care/natural-hair-movement-drivessales-of-styling-products-in-us-black-haircare-market ◦ http: //www. huffingtonpost. com/antonia-opiah/the-changing-business-of-_b_4650819. html ◦ http: //www. theultimatewomensexpo. com/ ◦ http: //www. sheamoisture. com/ ◦ http: //www. tvb. org/research/measurement/273069 ◦ http: //www. prnewswire. com/news-releases/organic-personal-care-market-worth-1598 -billion-by 2020 -grand-view-research-inc-523061691. html ◦ http: //www. onlinedigitalpubs. com/display_article. php? id=1299219