1. Sydney Steward Beauty
Public Relations Plan
MARQUITA C. WILLIAMS
COM. 798-CAPSTONE
MAY 6, 2015.

2. Agenda
 Executive Summary
 Columbus Facts
 Situational Analysis
 SWOT Analysis
 Goals and Objectives
 Research
 Target Audience
 Strategies
 Tactics
 Calendar
 Budget
 Evaluation

3. Executive Summary
Sydney Steward’s road to beauty began as a student of the Aveda Institute, in August 2013, and
she officially became an Ohio licensed managing cosmetologist in January 2015. As a stylist at
the hip and trendy salon, Girl and Guy Republic, Steward has managed to retain some of her
cosmetology school and freelance clientele while also bringing in new clientele. Priding herself
in offering clients high-end glamour at reasonable prices, SSB has potential to change the face of
beauty for women of all ages. With the hustle and bustle of the everyday woman, it is hard for
them to find the time to treat themselves. In other cases, women believe that beauty is
unattainable, or in other words, too expense to obtain.
This plan is focused on increasing sales for SSB by increasing brand exposure through
promotions and marketing campaigns. With social media playing an important communication
role, this plan can attract new clientele and create a sense of brand loyalty. Promotion through
outlets, such as Twitter, Facebook and Instagram, will create word-of-mouth advertising.
With the help of online surveys, as well as, competitive analysis about the use of hair and
makeup products and services, SSB can learn what the target audience deems important and use
this information to stand out above the competition. SSB hopes to target middle-class women of
all ethnicities, ages 23-45 years of age.
To support the strategic promotional and marketing campaign, a comprehensive budget will be
created to allocate funds for hair care and makeup products, such as shampoo/conditioner and
foundation/concealer, to name a few. Additionally, funds for print media, such as flyers and
business cards will also be allocated. Outreach to online radio outlets will also be made to
increase exposure and spark interest which in turn will generate new clientele and increase
revenue for the brand.

4. Columbus, Ohio
Columbus, is the capital city of Ohio.
In 2013, the population was 822, 553; African American population was
230,314 (28%).
Estimated median household income in 2012: $43,844.
Locals in Columbus enjoy the city’s rich art culture, as well as, its growing
fashion influence.
“Columbus, Ohio ranked #3 city in the US for fashion design.”
(Source: Columbusunderground.com)

5. Situational Analysis
Desiring to market herself as her own brand, Sydney Steward of Sydney Steward
Beauty provides its customers with the full beauty experience. A cosmetologist
and makeup artist who is up on the latest trends, Steward’s services range from
“Wash-and-Go’s”, “silk presses”, “sew-ins” and customized hair color, just to name
a few, to natural and glamourous makeup looks. Due to her skill in both hair and
makeup, Steward stands out above the competition, providing her customers with
a “one-stop shop” experience; as most hair stylists in the area cannot do makeup
and vice versa. Comparable to other professional stylists in the city, Steward offers
pricing that makes her services affordable to the target that she is trying to reach.
While she is talented in working with all ethnicities and hair types, Steward’s target
audience is African-American women with naturally-textured hair, age 20-50.
These women will also be of middle-class status. Currently, Steward is making
$500/month which is lowered when you include the cost of booth rent and
products. While the desire to increase revenue is important, the lack of exposure
makes it challenging for Steward to increase her clientele; resulting in increased
revenue. Steward enlisted the services of Williams, Inc., in order to create a
strategic marketing plan that will elevate the brand to new heights.

6. SWOT Analysis
Helpful to Objectives Harmful to Objectives
Internal Origin Strengths:
•Licensed managing
cosmetologist
•Up on the latest trends
•Experience working with all hair
types
•Worked hair and makeup at
local fashion events
•Use of quality products
•Excellent customer service
Weaknesses:
•Lack of clientele
•Lack of branding
•Not generating enough sales
•Minimal exposure (No one really
knows the brand exists)
•Fresh out of cosmetology
school (Professional
inexperience)
External Origin Opportunities:
•Develop into a well-known
brand
•Gain clientele through various
marketing techniques
•Increase sales by increasing
exposure
•Demonstrate talents at local
industry events.
•Increase exposure via social
media (Facebook, Instagram)
Threats:
•Local stylists in the area
•More experienced stylists
•Customer loyalty (Don’t see a
need to leave their current
stylist)
•People relying on YouTube for
DIY ideas

7. Goals & Objectives
Goal #1: To increase the monthly revenue of SSB by 50%
Objective #1: Increase present on social media outlets.
Objective #2: Vamp up promotions
Objective #3: Get involved in the fashion/industry events
Goal #2: Increase clientele by 33%.
Objective #1: Research the products and services target audience prefer.
Objective #2: Create competitive offers and discounts
Objective #3: Utilize current clientele testimonials as a form of word-of-mouth advertising

8. Research
Two sets of surveys were conducted, using Surveymonkey.com, in order to
gain some knowledge on the products and services that are of interest to
SSB’s ideal target audience.
Hair Products
Makeup Products

9. Target Audience

10. Target Audience
Experienced in working with woman of all hair types and ethnicities, SSB
desires to market to African-American women with naturally-textured hair.
These women will be of middle class, between the ages of 20-45 years old.
The goal is to target women who can essentially afford the services provided
by SSB and become regular bi-weekly or monthly clientele. Also, women who
are in need of professional makeup for special occasions, such as wedding or
for simple glam looks for a night on the town are the ideal client for SSB.

11. Strategies
G1: To increase the monthly revenue of SSB by 50%
Strategy:
With social media being the new wave of word-of-mouth communication, it is important for SSB to
step up and make a name for itself on the social media realm. For example on Facebook and
Instagram, the majority of the images and posts are of those that other people have liked and
shared (reposted). When it comes to fashion and beauty, the same concept is especially true.
Women enjoy looking at hair and makeup trends, talking about them and sharing them with friends.
The main strategy of gaining exposure is simply to spread awareness. There is a new, fun, and fresh
stylist in the Columbus area and social media is one way to get the word out. Currently, SSB is
making about $500/month. When you factor in the cost of the hair care and makeup products
used, as well as the booth rent (which increases by $25 every month), SSB’s take-home pay or net
pay is significantly less.

12. Strategies
G2: Increase clientele by 33%.
Strategy:
In order to increase sales, you need to rely on your target audience to believe in your brand
and support you by endorsing your brand, product, or services. In order for that to happen
methods of advertisement need to be utilized, in order to pull the people in. Knowing what it
is that the people like is another important factor in ensuring that you are providing the
services and products that your target market desire.
In addition, it will be necessary to take a look at the competition, in order to see what it
working and what needs to be done to stand out. By knowing this information, SSB will be
able to attract and maintain a reasonable amount of clientele.

13. Tactics
G1: To increase the monthly revenue of SSB by 50%
Tactics:
1. In order to gain exposure through social media, we need to ensure that photos are taken of the body
of work. Whether a hairstyle is completed or a face is made up, it is vital that SSB captures the images and
post them on its various social media sites. SSB will use specific hashtags (#) used for the purpose of people
searching for images and posts with a common topic. For example, by tagging each image with #MUA,
#HairStylist, or #Columbus, this allows SSB’s posts and images to be seen by everyone who is searching those
specific words
2. Visit www.vistaprint.com and purchase business cards and flyers. In order to increase monthly
revenue, it is important for SSB to get the word out about the products and services that she offers by giving
cards to current family, friends and clientele. Also distribute promotional materials to local stores, in the
area.
3. Research industry events and become a part of the Columbus-area fashion scene. Networking at
these events and displaying talents as a stylist will open up doors for increased clientele and revenue.

14. Tactics
G2: Increase regular clientele by 33%.
Tactics:
1. To know what services and products the target markets likes, as it relates to hair and makeup, quantitative
data will be collected via two surveys. Eight multiple choice questions will be developed for both surveys, discussing
the types of hair and makeup products people can’t live without, as well as how much they are willing to pay for
said services. It is easier to service clients when you know what services and products they like. The second survey will
consist of the same questions, as it relates to makeup.
2. Looking at the competition to see what specials they may be offering their clientele will give SSB the
opportunity to adjust her promotions, in order to create competitive offers and gain more clientele. Increasing
exposure (objective #1) will also play a major role in increasing the number of clientele.
3. Review feedback and repost client testimonials and selfies. Have clientele include specific hashtags to any
photos they post, as well as include SSB in the post, making it easier for those attracted to word-of-mouth advertising
to contact SSB directly.

15. Calendar
January February March April May
Meet with
SSB to
discuss PR
plan
Inquire about
styling at the
Drauma
Fashion show
Check
advertising
fees for radio
show
Drauma
Fashion
Show—
March 21,
2015
Order
Flyers
Analyze
survey
data
Track
revenue
Track
revenue
Track
revenue

16. Budget
Paper promotions (Business cards/flyers): $200.00
Products (Hair and makeup):$200.00
Booth Rent: $200.00
Advertising fee: Still awaiting rate
Customer Promotions: (Customer Appreciation/Birthdays): $100.00
Misc. Event Registration Fees: $100.00
Incidentals: $100.00
***Note: Budget may be adjusted as project continues

17. Evaluation
In order to monitor the revenue that has come in, SSB will keep track of all monies received from
services. Knowing where she started from, this will give us an idea of the amount of increase was
received.
When new clients book an appointment, they will be asked how they heard of SSB (through word-
of-mouth, social media, flyers, etc.) This will allow SSB to see which marketing and promotional
techniques actually work to bring in new clientele.
In order to monitor social media activity, Google Analytics will be used, in order to check online
measurements associated with SSB.
Based on the information from the surveys, does adjusting some services that are of interest to the
target audience bring them back as regular customers?
*** This plan will expand over the course of six months, in order to, fully attempt to accomplish the
goals and objectives of the plan. Depending on the results, adjustments will or will not be made to
the PR Plan, in order to, guarantee the success of Sydney Steward Beauty.

18. References
United States Census Bureau. Retrieved on April 28, 2015 from
http://quickfacts.census.gov/qfd/states/39/3918000.html.
(2012). Columbus Ranked #3 City in the US for Fashion Design. Retrieved on
April 28, 2015 from
http://www.columbusunderground.com/forums/topic/columbus-fashion-
sceneor-lack-thereof.