GIVING THE COMMUNITY A “HEADS UP” A campaign designed to increase awareness of the surrounding communities about the Heads Up salon in Glencoe, AL

About Heads Up Owned by Kim and Rodney Lancaster Opened to the community in March, 2008 By March, 2009 they offered hair, nail and tanning services Houses 2 stylists, 1 nail technician and 3 tanning beds In Etowah County there are between 80 and 100 salons with whom they compete for business

Problems Need 2 additional stylists & 1 nail tech New procedure for accounting Fewer discounts Stricter rules for employees Need to expand the forms of advertising being utilized Goals To house employees with a strong work ethic To place ads using new advertising mediums A 20% increase of daily revenue by end of 2 nd quarter A 20% increase of company profits by the anniversary of this campaign

Objective Hire 1 stylist with an established client base and 1 straight out of school Hire 1 full-time or 2 part-time nail technicians Strategy A listing in the work classifieds will be placed requesting resumes of interested applicants Calls will be made to local cosmetology school instructors

Objective To create a new schedule To create a daily duty chart, a new chart for each increase in employees. Strategy New schedules will be written with the current number of stylists and each addition in mind Daily shop duties will be assigned to each employee, to lower the daily responsibilities of the owners

Objective To introduce Heads Up to a wider audience To limit advertising to mediums whose end justify their means Strategy Ads will be placed on radio programs, in the newspaper and inside the local yellow pages Each ad placed will be tested for its effectiveness at bringing in new clients

Objective To increase daily revenue by 20% by the end of the second quarter Strategy All afore-mentioned strategies Increasing suggestive selling Creating pricing lists Creating introductory discounts of products Creating monthly, quarterly, seasonal, or occasion specific discounts

Objective To increase profits by 20% by the anniversary of this campaign Strategy Evaluate and cut spending wherever possible Evaluate product spending with number of items sold Re-evaluate the percentages given to employees

4 th quarter Test all ads in circulation Create new ad Calculate results of new advertising Place ad on FM radio station Evaluate profit increases 3 rd quarter Test new ads Evaluate quota procedure Create new adPlace ad on AM radio station 2 nd quarter Implement quotas Begin testing current ads Create new accounting procedures Create new ad Place ad in local newspaper Implement new accounting procedures Calculate revenue 1 st quarter Place ad for applicants Interview nail techs Start interviews Hire nail tech Create new ad Place ad in local phone book Hire new stylists Month 1Month 2Month 3 Calendar

Budget Advertising $1000 limit per quarter Classified and Hiring costs $500 limit, including time spent Supplies (paper products, etc) $200 for all supplies Total: $4700

Evaluation There will be an evaluation at the end of each quarter in order to asses the positives and negatives of the new procedures. Each new advertisement will have a coupon or discount associated with it to test its effectiveness as new customers come in to Heads Up. At the end of every quarter each new set of negatives will be reworked until a procedure is found that satisfies its objective in a more effective manner.