Project Sunshine Campaign

Morgan-Taylor Miller Independent Study

COMS 498: PR & Media Campaigns Lisa Baker Webster

TABLE OF CONTENTS

Executive Summary……………………………………………………………………… 2

Situational Analysis……………………………………………………………………… 4

Tanning Consultant Training…………………………………………………….. 4

Equipment……………………………………………………………................... 4

Competitive Overview…………………………………………………………… 4

Distribution………………………………………………………………………. 9

Primary Research……………………………………………………………………….. 10

Marketing Research Survey…………………………………………………….. 10

Survey Results…………………………………………………………...……... 12

Campaign: Project Sunshine……………………………………………………………. 16

Campaign Theme……………………………………………………………..… 17

Target Audience………………………………………………………………… 18

Goals……………………………………………………………………………. 21

Strategies & Tactics…………………………………………………………….. 23

Evaluation………………………………………………………………………………. 44

Budget………………………………………………………………………………...… 47

Timeline……………………………………………………………………………….... 50

Citations……………………………………………………………………………..….. 56

EXECUTIVE SUMMARY

Since April 1, 2009, Sheer Tan has helped over 2,000 clients reach their maximum

tanning potential. Dallas Williams opened the salon as an addition to Sheer Genius; a

hair-cutting salon his wife operates. In 2012, Sheer Tan broke its own record for salon

sales and choose to expand. The second Sheer Tan salon was opened in Midlothian,

Virginia on June 19, 2013. Sheer Tan owners take pride in the long-term clients and

friends who contributed to the growth of the salon.

Sheer Tan’s mission is to provide customers with a hassle free salon. Employees are

trained to be dedicated to the success of the salon. Tanning consultants take the time to

understand the goals of each client based on his or her skin type. Sheer Tan hopes that

tanners have a positive experience at the salon and feel comfortable asking its experts for

tanning advice. The company is always looking for ways to improve its customer service.

Sheer Tan offers the lowest prices on tanning packages in Chesterfield County, setting

the salon apart from its competition. The prices are established to make sure customers

have an affordable luxury. Sheer Tan supplies tanners with flexible package options

ranging from year round memberships to occasional tanning sessions or minutes.

Packages can be used at either salon location. Sheer Tan customers will save money with

sessions and minutes that never expire, unlike the expiring packages at other salons.

Sheer Tan not only offers the best prices in town, but carries discounted prices on all

lotion and skin care products such as Designer Skin, Devoted Creations, Swedish Beauty,

Australian Gold and much more. The owner spends time researching top-of-the-line

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merchandise for clients to achieve deep tans more quickly. The salon sells tan extenders,

moisturizers, tattoo protection, facial cleansers, teeth whitening systems and eyewear as

well.

Tanning in a UV sunbed is proven to be a beneficial treatment for certain skin conditions

such as Psoriasis, Eczema, and Rosacea according to (Smart Tan). It can help reduce

wrinkles and fine lines, giving skin a firming appearance. Using sunbeds is also helpful

for treating acne and evening out skin pigmentation. UV Tanning provides vitamin D

intake, a nutrient ensuring healthy bones and muscles. Sheer Tan hopes to impact its

customers by providing them with the truth about UV Tanning.

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SITUATIONAL ANALYSIS

[Tanning Consultant Training]

The first step towards success begins with hiring and training a reliable staff of tanning

experts. With the help of the campaign budget, Sheer Tan has developed new training

opportunities for staff to complete to be certified training consultants. It is important for

employees to understand tanning safety to consult a customer on his or her tanning goals.

This certification will help establish credibility for the salon and trust with clients. The

organization plans to become consistent in improving its customer service efforts by

hiring trustworthy experts to enhance the salon’s good reputation.

[Equipment]

The equipment and tanning products at Sheer Tan are not up-to-date with today’s tanning

trends, and therefore pose a threat to the small business. When compared to its

competitors, Sheer Tan lacks quality and quantity of equipment and products. The salon

does take pride in its exceptionally discounted tanning packages and merchandise. Both

Sheer Tan locations are limited to only five sunbeds. If Sheer Tan is able to generate

enough revenue from Project Sunshine, it will have the opportunity to add more and

better sunbeds, and potentially sunless spray-tan options for future campaigns and salon

rennovations.

[Competitive Overview]

Sheer Tan competitors force the salon to stay on top of its game. Sheer Tan continually

seeks to find alternative solutions to keep up with large franchises like Sun Tan City and

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Palm Beach Tan. During the next six months of Project Sunshine, Sheer Tan will

improve the quality of service to change customer attitudes about the salon. They will

develop a corporate persona to rebrand itself within the tanning industry and ultimately

increase clients and meet salon revenue goals.

Although Sun Tan City and Palm Beach Tan have more customers, Sheer Tan is pleased

with the amount of retained clients they have achieved. The long-term customers help

establish a good reputation for the salon. Sheer Tan has several opportunities to keep

track of current trends in the tanning industry and remain in the competition.

Currently, Sheer Tan struggles to retain customers and has decreased in revenue after

opening the second location. The salon has an opportunity to rebrand itself with Project

Sunshine in order to attract a larger clientele and drive up sales. Sheer Tan has several

opportunities to help expand its business and increase revenue by reaching a more tanners

in Chesterfield County and surrounding areas.

Sheer Tan offers the lowest prices on tanning packages and promotional deals in the

county, making this particular salon stand out from the competition. The prices are

established to make sure every customer can afford this luxury.

Local competitors for Sheer Tan include Sun Tan City and Palm Beach Tan. Both

franchises offer a variety of high-quality tanning packages and products. These salons are

fortunate enough to have multiple rooms, where as Sheer Tan is limited to five.

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Both competitors pose a threat to Sheer Tan because they have more clients, multiple

tanning rooms, Ergoline sunbeds, a variety of tanning packages, quality tanning products,

sunless spray-tan options, rewards programs, membership packages, brand awareness,

longer hours of operation and a larger budget. However, Sheer Tan takes pride in their

high customer retention rate, convenient location and hours, fair prices and monthly

promotional offers.

With its superior equipment, tanning merchandise, and near-by locations, Sun Tan City is

Sheer Tan’s most assertive competitor. It is critical for Sheer Tan to research these

organizations to evaluate and compare different marketing strategies for the salons to

maintain regular clients. It is also important to research tanning rates and community

involvement efforts.

Sun Tan City owns franchises in 21 different states, with 15 salons in Virginia

(Sun Tan City). Three salons stand in direct competition to Sheer Tan, as they are located

in Chesterfield County. Sun Tan City and Palm Beach Tan are nationally recognized

franchises with more brand awareness than Sheer Tan.

Although Sun Tan City is our most relevant competitor, Palm Beach Tan is the

competition with more success. The founders at Palm Beach Tan made the strategic

decision to place each salon in Class A shopping centers (Palm Beach Tan). With this

approach, Palm Beach Tan is able to gain a higher clientele and salon recognition. Each

salon has 20 to 25 tanning beds and offers multiple levels of the most technologically

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advanced sunbed equipment in addition to the Mystic Tan Sunless Tanning Systems and

the Versa Spa Professional Skin Care Systems (Palm Beach Tan). Palm Beach Tan

features state-of-the-art tanning options including Cocktail tanning and Red Light

Therapy, thus presenting a tough competition for Sheer Tan. Sheer Tan has the

opportunity to rebrand itself with the use of Project Sunshine.

Sun Tan City sponsors approximately 13 athletic organizations to support professional

and amateur athletic teams who make significant impacts upon society (Sun Tan City).

The company’s values are clear to understand and are reflected in every interaction with

customers. The core focus of this salon is to leave clients feeling beautiful and relaxed.

Sun Tan City requires all tanning consultants to be trained for two weeks prior to helping

clients tan correctly. This organization has established a good reputation in Chesterfield

and maintains high levels of customer retention and satisfaction. The franchise offers five

Ergoline sunbed levels and two spray-tan booths, putting them ahead of the competition.

The salon sells top-of-the-line tanning products including brands like Blend, California

Tan, Designer Skin, Swedish Beauty and even OPI nail polish. Sun Tan City is fortunate

enough to have a detailed marketing plan and an even larger budget.

Palm Beach Tan hopes that each customer gains a healthy-looking glow and a positive

self-image. The staff is well trained and able to guide customers towards achieving

healthy tans. Consultants learn about the tanning goals of each customer and suggest the

appropriate tanning program for each skin types. At Palm Beach Tan employees follow

“the golden rules of tanning” in order to help clients learn how to tan the right way. Palm

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Beach Tan presents tough competition as a result of their knowledgeable team of tanning

experts. With the help of the Project Sunshine campaign, Sheer Tan has the opportunity

to develop and maintain a corporate persona in the tanning industry by rebranding its self.

Sheer Tan will require employees to go through an extensive training program to

essentially become tanning certified. With this certification, they are established as

credible experts in the industry. It is important for the salon to have tanning consultants

who understand not only the products, but also the mission of Sheer Tan. Employees

should meet the Sheer Tan standards and become a reputable image for the salon. Sheer

Tan will take it upon them to use these attempts to increase customer satisfaction and

retention.

Palm Beach Tan offers four different membership plans and has several promotional

offers both online and in the salon, similar to the techniques of Sun Tan City. The

company’s website is up-to-date and easy to navigate though. It provides customers with

links to its Facebook, Twitter, Google Plus, Instagram, Pinterest, and a Palm Beach Tan

iTunes App. The app allows customers to receive special offers directly to their cell

phones or tables. Sheer Tan has recently developed a Facebook Page, Twitter, Instagram,

Pinterest and Google+ accounts to promoted monthly tanning specials and its campaign

efforts. Through Project Sunshine, Sheer Tan has the opportunity to update its website

with accurate tanning prices and post online only coupons.

Palm Beach Tan offers an “Exclusive Tanning Rewards Program” in which Sheer Tan

could greatly benefit from. Members receive benefits every three months with the

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rewards program, and have the ability to earn free upgrades, tanning dollars towards

lotions and sunless spray tans. Palm Beach Tan brings in more customers by allowing

clients to earn tanning dollars for every person they refer to join Palm Beach Tan. Palm

Beach Tan and Sun Tan city stand as firm competitors against Sheer Tan, a locally owned

small business. Sheer Tan has many opportunities to keep up with its competitors and

intends to do so through the Project Sunshine campaign.

[Distribution]

Currently, Sheer Tan relies on free social media accounts, Facebook, Twitter, Instagram,

Pinterest and Google+ to get products to the market. Although competitors have a larger

budget for marketing techniques, Sheer Tan has the opportunity to market towards a

larger crowd this year through Project Sunshine.

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PRIMARY RESEARCH

Marketing Research Survey:

Here is a list of the Survey questions that were sent out using SurveyMonkey.com:

1. Age

2. City

3. How many years have you tanned?

4. How often do you use the tanning bed?

5. Do you consider yourself more attractive when tan?

6. Do you typically tan alone or with friends?

7. Do you think tanning beds cause skin cancer?

8. Do you worry about getting skin cancer?

9. Which tanning method do you prefer?

10. Typically, how long do you use the tanning bed?

11. How long do you usually wait for an available sunbed?

12. Was the tanning consultant helpful?

13. Did the tanning consultant appear knowledgeable about the products?

14. How often do you hear of Sheer Tan being involved in community efforts?

15. How often do you hear about Sheer Tan in the media?

16. Would you like to be more informed of Sheer Tan’s upcoming specials and events

by gaining access to monthly newsletters?

17. Do you feel that you are appreciated as a Sheer Tan client?

18. How often do you refer Sheer Tan to your relatives or friends?

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19. Would you be interested in owning Sheer Tan gear like T-shirts, cups, hats, etc.?

20. On a scale 1-10, 1 being the lowest and 10 the highest: How would you rate your

experience at Sheer Tan?

21. On a scale 1-10, 1 being the lowest and 10 the highest: How professional is Sheer

Tan?

22. Does the customer service have a positive or negative reflection of the company?

23. Would you be interested in seeing more online presence via Facebook, Twitter,

Instagram, etc.?

24. How likely are you to recommend Sheer Tan to people you know?

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PRIMARY RESEARCH

Survey Results

On January 24, 2014, Sheer Tan distributed an online survey and asked 75 people to

participate: 56 females and 19 males. Of the 75 survey participants, 36 are customers.

The remaining are members of the Chesterfield County community. 100% of the

respondents could be used in the research.

This is a marketing research survey coordinated to gain insight into the audience

perspectives. It will help determine how to spend the campaign budget money and

implement a successful campaign. The demographics are significant for a successful

campaign to accurately target current and potential clients. It allows the salon to learn its

most effective ways to gain awareness to hopefully increase the profits and amount of

new clients. Sheer Tan is able to measure the current awareness and recognition of the

salon and find out how customers feel about its services through survey responses. The

marketing research survey will provide understanding of customer concerns.

From the survey, Sheer Tan found they mostly attract an older crowd of predominantly

white females. 75% of the participants were female and 80% of the females were

between ages 30-45. More than half of the female respondents are regular sunbed users,

using it four to seven times a week. Sheer Tan wants to retain these numbers in clients,

but also focus towards reaching a younger crowd between ages 18-29. However, Sheer

Tan is taking the opportunity to continue marketing towards males and females between

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the ages 30 to 45 while targeting more prestigious neighborhoods to reach higher income

families and/or married couples. This will be done using Valpak.

The results from the survey determine the basis for the Project Sunshine campaign. It

revealed that Sheer Tan’s values had not been clearly understood by its current clients. In

order to fix this, it is necessary for Sheer Tan to rebrand its current image to become

more recognizable in the community and as a glamorous tanning salon. This will help the

salon to stand out against its tanning salon competitors and ensure understand among its

audiences.

The survey results identified a low customer satisfaction rate due to incredible tanning

consultants and lack of professionalism in the tanning industry. In order to potentially

solve this issue, Sheer Tan is requiring employees to go through an extensive training

program to become certified tanning consultants. The website will be update, as well as

the company logo to establish a professional reputation among clients and the

community.

Sheer Tan is now seeking new opportunities to be creative in its attempts to become

recognized in Chesterfield. 68% of the survey respondents said that the salon was rarely

mentioned in the media or and its community efforts were not heard of. Sheer Tan will

start to invite local news channels and radio to its events and also advertise on certain

stations and in the newspaper. The Ywca Richmond donation fund will become more

noticeable and the salon will push to raise more money for it. The salon will volunteer to

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help another organization and hopefully establish a partnership. Through the campaign,

Sheer Tan will find ways to give back to Chesterfield County, Virginia.

Fortunately, 96% of the contestants said they would like to receive monthly e-newsletters

about the salon and its upcoming events. The same amount said they would like to see

more social media efforts on networks such as Facebook, Twitter and Instagram. This

will be helpful when informing clients of any event of company promotion occurring.

86% of the participants who were current customers said they would purchase Sheer Tan

merchandise if it were sold in the store. From these results the salon will research the best

prices to purchase clothing garments in bulk. Sheer Tan gear will soon have available

products with the company logo on it to raise awareness and gain professional standards.

The salon revealed that 91% of tanners preferred to use the sunbed, while 64% wished

they had a sunless spray-tanning option available. Sheer Tan will look into renting or

buying a sunless spray-tan booth if the first campaign is successful in raising salon

profits. Unfortunately, it is not likely that this option can fit into the first campaign

budget.

Based on the survey results, most tanners do not know the proper way to tan indoors and

also do not know the importance of sunscreen protection outdoors. Sheer Tan values

accurate skin care knowledge and wants to spread the word to consumers. Project

Sunshine will implement several awareness events to inform people of the salon, and on

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the proper way to tan both indoors and outdoors. 88% of survey participants were either

uninformed or incorrectly informed of the proper ways to protect against skin damage or

cancer.

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CAMPAIGN: PROJECT SUNSHINE

A key mission for Sheer Tan is a Public Relations Campaign that will rebrand the

appearance and professionalism of the salon while increase its return on investment

(ROI) and tanning clientele. Project Sunshine is predicted to raise profits and foster

mutually beneficial relationships with tanners and new, community partnerships. The

campaign hopes to make a positive and powerful impact upon tanners in the Chesterfield

County region. The campaign strategically focuses on alternative solutions to generating

brand recognition that establishes concise standards for the tanning salon. After five years

of operating, Sheer Tan has found that its brand has not been clearly understood by

clients, and therefore the sales goals have not been reached for 2013 and 2014. Sheer Tan

will be more aggressive in its marketing efforts in order to drive up sales and build strong

relations with clients and potential partners. Project Sunshine will develop a corporate

brand for Sheer Tan as it competes within the tanning industry. Sheer Tan found creative

ways to increase revenue, expand clientele, and facilitate brand awareness for the client-

focused organization. During the course of the campaign, Sheer Tan will design a new

logo, become involved in community efforts and conduct a variety of promotional events

to become more assertive in its marketing capabilities. Project Sunshine takes advantage

of each opportunity to learn more about its clients and grow stronger in the tanning

industry.

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CAMPAIGN THEME

Project Sunshine

Sheer Tan is a results-driven Tanning salon that wants tanners to choose the salon as their

source of sunshine. It offers customers low prices on tanning packages and merchandise.

It developed the Project Sunshine campaign to push for more assertive marketing

solutions to support its outstanding reputation in the community. Through the Project

Sunshine campaign, Sheer Tan seeks to rebrand the salon. The beach theme will be kept

but amped up to look more prestigious. With a new logo and corporate brand, Sheer Tan

will stand apart from its large, franchise competitors. Sheer Tan will maintain its current

clientele while gaining more tanners who want a personal tanning experience in a

comfortable environment. Sheer Tan has more personality and glam than ever and looks

forward to becoming more involved within Chesterfield County, Virginia.

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TARGET AUDIENCE

Age, income, family status and other demographic, geographic and psychographic

identifiers classify different audiences for Sheer Tan. The salon is using Google

Analytics and Valpak to expand its marketing opportunities. In order to connect to its

audiences, the salon will promote its tanning packages and products to a minimum of

10,000 homes in the Chesterfield County and surrounding areas. Through print

advertisements and digital media, Sheer Tan will be able to reach a more responsive

audience and possibly build new partnerships with other organizations.

The primary audience for Sheer Tan is made up of Dallas Williams, the salon landlord,

the tanning consultants, Sheer Genius management and Chesterfield County, Virginia.

Those who partner or have a sponsorship contract with Sheer Tan also make up the

salon’s primary audience.

Sheer Tan’s secondary audience is made up of male and female tanners between the ages

16 and 75. The age gap is enormous, so the campaign intends to target more female

tanners between the ages 18 to 29, and women in more prestigious neighborhoods

between ages 30 to 45. Current and retained clients are also a significant part to Sheer

Tan’s secondary audience.

The campaign focuses on Chesterfield County because both of the Sheer Tan salons are

located within it. Chesterfield County is the third most populous county in Virginia

(Chesterfield County). In 2013, the county’s population reached 326,950 according to

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Chesterfield County 2000 Census Report (Chesterfield County). There is a total of

“93,772 households of which 40.70% have children under the age of 18” meaning that

roughly 40% of the Chesterfield County population is targeted with the campaign.

Project Sunshine hopes to entice students to make Sheer Tan their source of sunshine,

especially during tanning season. Tanners ages 16-22 are typically tanning to prepare for

prom, spring break and summer break vacations during the peak season. This occurs from

March 1 to June 1. It is particularly important for Sheer Tan to target the campaign

towards this audience since high school and college students become the salon’s highest

source of revenue intake.

The median age in Chesterfield County is 36 therefore; middle-aged women are more

likely to be influenced by Sheer Tan’s message. Also, majority of Sheer Tan clients are

white females in their early 30s and late 40s. Females are targeted more than males,

however the men are not forgotten! Sheer Tan currently retains 15% of male customers.

In addition to targeting the younger tanners, Project Sunshine will also be directed

towards higher-income families in Chesterfield County. “About 62% of these households

are married couples,” so Sheer Tan hopes to retain couples who tan together.

Based on current Chesterfield County demographics, the median household income is

$58,537.00 (Chesterfield County). Sheer Tan will continue to direct their marketing

efforts to these people in order to offer the best prices in town. Sheer Tan hopes that

everyone has a chance to experience the luxury of tanning.

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Sheer Tan targets individuals who, based on demographic, behavioral and lifestyle traits

are a good match for the tanning salon. Through Project Sunshine, Sheer Tan will reach

regular sunbed users to increase the average amount of customers during the six month

campaign.

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GOALS:

Three key components correlate to the success of Sheer Tan. In order to meet each goal,

Sheer Tan will rebrand itself and launch the Project Sunshine awareness campaign. Sheer

Tan will embrace every opportunity to stand as a firm competitor in the tanning industry

while upholding current standards of excellence. Project Sunshine seeks to rebrand the

salon to escalate its awareness and then inevitably increase salon sales, customers and

partnerships.

GOAL 1

Rebrand Sheer Tan:

Sheer Tan is using budget money to rebrand the salon. A new company logo has been

designed and new Sheer Tan signs have been hung outside both locations. Sheer Tan’s

website will be more up-to-date and easier to navigate through. It will incorporate press

clippings on its website and add special online offers. The campaign hopes to rebrand

Sheer Tan into a credible tanning salon. New, trending tanning products will be used to

attract more customers and gain a more prestigious reputation.

GOAL 2

Gain awareness to increase clients and revenue while informing the public:

Project Sunshine’s purpose is to become recognized more in the community to reach new

clients and increase sales rates. Aggressive marketing strategies are critical for attracting

more clients and generating sales. Despite the salon’s unbeatable prices on tanning

packages and products, the salon’s profits have decreased. Project Sunshine focuses on

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gaining back lost revenue and rebranding the salon to attract more customers. It is

significant that Sheer Tan establishes a reliable reputation in order to maintain credibility

when informing the public of tanning safety and the proper use of sunscreen. Project

Sunshine intends to share tanning knowledge with the community to promote healthy, tan

skin. Tanning the right way is proven to be a beneficial treatment to those who have

certain skin conditions, or for those intending to minimize the risk of sunburn.

GOAL 3

Promote the goodwill of Chesterfield County and build lasting partnerships:

Project Sunshine promotes the goodwill of Chesterfield County, Virginia and establishes

partnerships while doing so. As a part of Project Sunshine, Sheer Tan is highlighting its

new community efforts to the public. Sheer Tan takes part in the Stewardship Virginia

Spring Event in March, donates to Ywca Richmond and will partner with Planet Aid for a

summer clothing drive in April. Sheer Tan will pursue building permanent partnerships

with other organizations to increase its awareness and strengthen its position in the

tanning industry. It is intended to have mutual benefits and additional marketing

resources. Together, the organizations will be able to tackle common challenges

regarding recognition or revenue goals. The relationships built will allow networking and

the two-way exchange of information.

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STRATEGIES & TACTICS:

Sheer Tan takes advantage of its many opportunities to promote the salon in a positive

image. The strategies and tactics listed provide detailed explanations on the salon’s

attempts to gain brand recognition, generate higher salon profits, bring in more clients,

inform the public and participate in community events.

Pocahontas State Park:

Sheer Tan consultants volunteer at the Stewardship Virginia Spring Event in March at

Pocahontas State Park. The volunteers from Sheer Tan help clean up the litter at the park

to support a healthy environment in the Chesterfield community. With the help of the

Project Sunshine campaign, Sheer Tan now partners with Pocahontas State Park. The

companies plan to benefit one another by increasing awareness of both the salon and the

park. Sheer Tan has Pocahontas State Park brochures located in both salons.

Sheer Tan will also be setting up an awareness booth for the opening weekend of the

Pocahontas Live Concert Series 2014. On May 9-10, the awareness booth will be set-up

at the Dustin Lynch and Frankie Ballard concert and for Jamey Johnson the following

day. Sheer Tan is able to do this for a low cost since they help volunteer at the

Stewardship Virginia Spring Event.

Ywca Richmond:

Sheer Tan will be collecting money to donate to the Ywca Richmond fund to make a

difference in the lives of the women and children of Richmond. This is the second year

Sheer Tan is donating to this foundation and hopes to double the amount raised last year,

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which was $1,549.87. Donation boxes are at both salon locations and will be on display

from January 1 to June 1, 2014. Also, 10% of sales during the Founder’s Day 50% off

special will be donated to Ywca Richmond to improve preschool systems in Richmond.

Planet Aid Summer Clothing Drive:

Sheer Tan is partnering with Planet Aid to run a Summer Clothing Drive for children in

need all over the world. Together they will collect summer garments during a 12-hour

period on April 1 during the Founders Day Celebration. The salon has invited Richmond

NBC 12 News to cover the story and raise awareness for the clothing drive, and

essentially the salon. This event will include snack foods, beverages, music, raffle ticket

opportunities and relay games like bobbing for apples. Community members will have

the chance to donate clothes and shoes in order to receive a free sample packet of tanning

lotion from Sheer Tan. In addition to the free sample packet, all Sheer Tan products are

50% off for Founders Day only. The clothing drive will be located to the left of the salon

in the parking lot. By taking part in this event, customers will help children in need and

receive a great tan after participating in the event.

Trained Staff:

To influence public opinion and make steps towards success, Sheer Tan will train

employees to become knowledgeable tanning consultants. Employees will learn the

guidelines of tanning and be required to test out each bed to offer their personal opinions

and expertise. Maintaining a consistent and credible staff will improve the overall

reputation for the organization.

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Monthly E-newsletters:

To maintain a smooth and open flow of communication with clients, Sheer Tan will

produce monthly e-newsletters to send out using Constant Contact. This system uses a list

of client and media contacts for the newsletter to be distributed to. The newsletter will

include the tanning season operation hours for both salon locations, tanning consultant of

the month, and announce any contest winners. It will keep current customers informed of

community involvement efforts and update them on current issues or improvements.

Client Appreciation Lilly Pulitzer Gift Bag:

To foster a respectful and loyal organization, Sheer Tan will be handing out Lilly Pulitzer

gift bags to clients who have been members for a minimum of one year. The gift bags

will be handed out during the month of March when tanning season begins. The gift bags

are used to show returning clients appreciation. Sheer Tan also hopes the gift bags will

entice current clients to refer family members and friends to the salon. Each Lilly Pulitzer

gift bag will include three sample packs of lotion, a pair of Sheer Tan flip flops and a

Sheer Tan t-shirt.

First-Time Client Trial:

As part of the rebranding of Sheer Tan, the salon will now allow first-time customers to

have a free trial week in any of the sunbeds before making any commitments starting

January 13, 2014. If the trial run is successful in gaining new clients, Sheer Tan will

continue this offer after the campaign is completed. This offer will facilitate positive

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results from tanners looking to join a salon. Sheer Tan hopes that this will increase the

amount of new clients and improve customer satisfaction rates.

January “Bring a Friend to Tan” Month:

During January, Sheer Tan allows members to “Bring a Friend to Tan” for the entire

month. This will persuade new clients to make Sheer Tan their source of sunshine. When

customers bring a friend to tan, they will receive 10% off anything in the salon and the

friend will receive a free sample packet of tanning lotion.

Valpak Coupons:

By using Valpak, Sheer Tan will take its marketing pursuits to the next level. Taking on

this new advertising approach will allow the salon to showcase its business on multiple

online channels. It offers direct marketing products that will increase sales, clients and

awareness in the most effective way. This is a successful way to reach intended audiences

and draw more business to Sheer Tan.

Valpak is intended to attract new customers and keep the existing clients coming back for

more. Consumers recognize and respond to the Valpak when they open to receive special

discount offers on essential needs. Valpak informs customers of the salon’s message and

reach 9 in 10 households according to the Valpak website. (Valpak). this product helps

target the ideal tanning customer through direct mail. It is also a unique way for Sheer

Tan to target a more prestigious crowd of consumers who can afford to buy the tanning

luxury. Valpak will help Project Sunshine tailor its message to meet the goals of Sheer

Tan and attract more customers.

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New Sheer Tan Logo:

For Sheer Tan to rebrand, it is significant that the logo is updated to match the tanning

industry. The logo now symbolizes the company’s values and will make a lasting

impression upon customers. The new logo will help customers remember the company

with the new image. The logo will be placed on all Sheer Tan gear. The new logo will be

released on January 1, 2014 as the launch of the Project Sunshine campaign.

Sheer Tan Gear:

Sheer Tan has designed t-shirts, koozies, flip-flops, Tervis Tumblrs, pens and hats with

the new trendy logo on it in order to increase sales and awareness.

Monthly Promotional Deal Posters:

To generate sales, Sheer Tan began providing tanners with monthly promotional deals.

Project Sunshine keeps this trend but enhances it. The monthly specials will be printed

out and have a more professional appearance compared to the previously hand-written

handouts. The posters will be inside at both salon locations.

• January’s Bring a Friend to Tan Month

• Valentine’s Day 50% off Special

• February Special Buy one month, get two weeks free

• March Madness Special Buy a week package of any level bed starting at $5 for

the Super Level sunbed. Price increases by $1 by each bed level.

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• April Showers Special Buy two weeks of any level sunbed for discounted prices

starting at $14.99 for the Super Level sunbed. Prices increase by $5 per level.

• May Prom Special buy one week get the second free

• June Summer Break Special Buy any package and get a tanning lotion 50% off

Informational & Awareness Flyers:

It is essential that the organization find simple ways to communicate to its publics. One

way to raise awareness for Sheer Tan is to assemble informational and awareness flyers

to distribute at local businesses, shopping centers, high schools, colleges and universities.

The flyers will motivate people to join Sheer Tan to receive a healthy looking tan. The

flyers will publicize Sheer Tan’s mission and accomplishments to persuade students and

workers to tan with this organization. Some flyers will be used to promote different

events including the Founders Day Celebration and Summer Clothing Drive, and the

Summer Break Pool Party. Recruiters will hand out these flyers while working at the

awareness booths. The flyers will be posted onto bulletin boards and/or distributed to the

following facilities:

• Chesterfield Meadows Shopping Center, West Chester Commons, Chester

Village, Bermuda Square, Breckenridge Shopping Center, Iron Bridge Plaza and

Commonwealth Centre

• Lloyd C. Bird, Clover Hill, Cosby, James River, Manchester, Matoaca,

Meadowbrook, Midlothian, Monacan, Thomas Dale and the Technical Center

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• Virginia Commonwealth University, University of Richmond, Richard Bland

College, John Tyler Community College and J. Sargeant Reynolds Community

College

Local Community Calendars:

Sheer Tan will post events and promotional specials to all free local community calendars

in Richmond, Virginia for more public access.

• CBS News 6

• RVA Magazine

• VisitRichmondVA.com

• Richmond.com

• WRIC.com/abc8

• WTVR.com

• VisitChesterfieldva.com

Awareness Booths:

The goal for the awareness booths is to bring more business to Sheer Tan. Sheer Tan

hopes to reach more students who will tell friends about their tanning experience with the

salon. Recruiters will visit local shopping centers, high schools, colleges and universities

during the month of April. At each table, 20% off coupons will be available. April 10-16,

2014 recruiters will have booths set up at The Diamond for the first week of the

Richmond Flying Squirrels’ home games. Awareness booths will also concentrate on

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informing the public about tanning safety and applying sunscreen. Recruiters will inform

potential clients of upcoming events, specials and ways to tan safely.

Founders Day Celebration and Summer Clothing Drive with Planet Aid and

covered by Richmond NBC 12 News:

Sheer Tan was established April 1, 2009. Every year Sheer Tan has a 50% off special to

celebrate. For 2014 however, Sheer Tan plans to add some excitement with the help of

the Project Sunshine campaign. On Founders Day, Sheer Tan will conduct a Summer

Clothing Drive for children in need of summer garments. During a 12-hour period, Sheer

Tan will be collecting clothes with Planet Aid while throwing a Founders Day

Celebration. Richmond NBC 12 News will be covering the event that includes music,

relay games and chances to win prizes through raffle ticket drawings. Customers who

donate to the clothing drive will receive a free sample packet of lotion in addition to the

Founders Day 50% off deal. The community involvement does not stop yet. 10% of the

profit made on Founders Day will be donated to Ywca Richmond to improve Richmond

city pre-schools.

Project Sunshine Summer Break Pool Party with Sheer Tan and K95 Richmond,

special guest Luke Bryan:

On June 7, 2014, Sheer Tan will host its Summer Break Pool Party that completes the

Project Sunshine campaign. The campaign will end in June as tanning season ends and

the amount of regular clients decrease. The Pool Party will influence customers and

potential yearly tanners to make Sheer Tan their source of sunshine. The salon owner is

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lucky enough to know special guest, Luke Bryan, and he will be attending this event for

free to raise awareness for his friends at Sheer Tan. The pool party will be held at Chester

Recreation Association due to the new partnership between the salon and swim team.

Sheer Tan has also asked K95 Richmond to come to the event in order to inform

Chesterfield County of the event occurring and the chance to see a small performance put

on by Luke Bryan. This event will mark the successful conclusion to Project Sunshine.

Social Media:

During the campaign, Sheer Tan will post to Facebook, Twitter, Instagram and Google+

on a weekly basis. The traffic flow online will be continuously monitored and evaluated

through Google Analytics to see what is working and where efforts need to be improved.

Google Analytics also helps the salon see which pages are being searched and looked at

the most using search-engine optimization.

Facebook/Twitter:

It is crucial that Sheer Tan communicates with consumers through Facebook and Twitter.

This free marketing agent will allow customers and potential clients to access information

regarding the salon and promotional offers. Also, the use of social media makes it easier

for Sheer Tan to effectively respond to the public about their concerns. Facebook and

Twitter postings will give detailed information about the organization, upcoming events

and product promotions. Taking full advantage of Facebook and Twitter will be

beneficial to Sheer Tan as it gains more brand recognition and customers. Facebook and

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Twitter can also be used to promote monthly specials, provide links to salon website and

other social media accounts, and provide further information about Sheer Tan.

Instagram:

Another way for Sheer Tan to have an open flow of communication with the public is by

creating an Instagram account. Clients will have the opportunity to enter contests or view

promotional offers straight from their cell phone or tablet through this App. As part of the

Project Sunshine campaign, Sheer Tan will develop a contest on Instagram where

followers will post their funniest tanning “oops” caught on camera for Founders Day.

Contestants must hash-tag “#ProjectSunshine” to be entered to win one month of tanning

in Sheer Tan’s Premium Level sunbeds. The top three funniest photos and contestant

winners will be revealed on Monday, April 22, 2014.

Pinterest:

Sheer Tan developed a Pinterest account as an additional social media resource. It was

created to raise awareness of Sheer Tan’s new products and get a feel for what the

organization values. Pictures of the salon, community involvement and Sheer Tan events

will be posted on its Pinterest boards.

Google+:

Google+ connects Sheer Tan with its customers when they search for the salon using

Google. It improves the search-engine optimization (SEO) for Sheer Tan. This allows

customers to easily search for the salon by connecting them to the Google+ page, Google

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Maps, and etc. no matter what device is being used. This is helpful because “97% of

consumers search for local businesses online” (Google).

Google Analytics:

Google Analytics will be used to improve Sheer Tan by boosting sales rates and advance

its marketing efforts. Google Analytics helps Sheer Tan better serve its current clients

and find ways to achieve new ones. It helps Sheer Tan evaluate and monitor the concerns

of its audiences.

Constant Contact:

Sheer Tan will pay $20 a month to use Constant Contact. Constant Contact provides

ways for Sheer Tan to send out e-newsletters, engage and grow its audience, drive up

sales and donations for different events and increase brand awareness. It will also help

will basic email campaigns, promotional offers, contact management and online sharing.

Update Sheer Tan Website:

As part of Sheer Tan rebranding its image, it will update the salon website by making it

user-friendly and professional. Sheer Tan wants potential customers to view their website

and gain a sense of their mission. The website will showcase the products and services

that Sheer Tan has to offer. The website will now include:

• An About Us page

• Sunbed Options & Package Pricing

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• Contact Us page: Address, phone number, e-mail, hours of operation, links to

Facebook, Twitter, Instagram, Pinterest and Google+.

• Online Specials/Coupons

• Careers page

• Privacy Policy

• Donations page: Sheer Tan, Ywca, Planet Aid

• Page for Partners

• In The News page: Press Clippings

• Photos

• Interactive Tour of both locations

Press releases:

Sheer Tan will distribute a newsworthy press release about every 30 days signifying the

organizational goals and community involvement. This is a relatively inexpensive way

for the salon to gain more visibility and recognition from the community. Press Releases

have the potential to attract new customers and build a presence in the market place. It is

important that Sheer Tan consistently sends out press releases to local media outlets to

proclaim its expertise in the tanning industry. Press releases are a good way to establish

credibility when gaining the trust of targeted audiences and in media relations. The press

releases will be sent out through Constant Contact, posted on the Sheer Tan website and

social media accounts and sent to market experts, editors, journalists and local newsroom

producers.

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Local News Coverage:

Project Sunshine will generate media coverage from local news channel Richmond NBC

12 News to increase community awareness of Sheer Tan. The salon has the perfect

opportunity to invite the media out to the Founders Day Celebration and Summer

Clothing Drive with Planet Aid. Through various media channels, Sheer Tan hopes to

communicate its new corporate image to the public. Improving the media presence of

Sheer Tan will allow the organization to continue growing and become more

recognizable in Chesterfield County, Virginia.

Radio Advertisement/Contest:

To target radio listeners, Sheer Tan will disseminate a public advertisement relaying the

salon’s purpose and initiatives, helping Sheer Tan reach more potential clients. The salon

will gain the most radio coverage from K95 Richmond during the Project Sunshine

Summer Break Pool Party. Sheer Tan invited K95 Richmond to accompany the pool

party with Sheer Tan featuring special guest and family friend, Luke Bryan. Sheer Tan

will also have a radio contest for Q94 Richmond listeners to be the ninth caller and

receive a two-month free Super Level sunbed package on February 15, 2014.

Newspaper Advertisement:

Sheer Tan will design an advertisement to be placed in the Chesterfield Observer. Many

older generation consumers resort to the newspaper as their source of information.

Potential clients will be able to make informed decisions in choosing Sheer Tan after

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viewing all it has to offer. The newspaper ad will be published during tanning season

months, March to June.

Lloyd C. Bird High School Yearbook Ad:

Having a Sheer Tan ad in the local public high school will help increase awareness of the

salon and what it has to offer. Sheer Tan will also seek out other yearbook ad

opportunities from Chesterfield County public schools.

CRA Swim Team Chester Dolphins:

Sheer Tan will establish a partnership with Chester Recreation Association (CRA) Swim

Team to gain more awareness from intended audiences. Sheer Tan will collaborate with

the swim team to design bathing suits and/or t-shirts with the salon’s logo and name on

them. Sheer Tan will sponsor the CRA Dolphins for a small fee of $50. Sheer Tan will be

able to better promote healthy tanning habits and proper application of sunscreen when

reaching out to audiences who participate in outdoor activities and/or work.

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New Logo & Company Sign:

T-shirts:

Koozies and Tervis Tumblr:

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Flip-Flops:

Hat:

Client Appreciation Gift Bag:

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Updated Website: [BEFORE]

[AFTER]

39

Facebook:

40

Twitter:

Pinterest:

41

Valpack Coupon:

Monthly E-Newsletter Example:

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Flyer Example:

Newspaper Ad Example:

! "

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EVALUATION

Project Sunshine was a successful campaign because it made significant community

impacts, expanded its audience, increased its awareness, and raised salon profits in six

months.

Morgan-Taylor Miller, the Sheer Tan campaign coordinator, developed the marketing

plan in December for owner, Dallas Williams to review. He approved the campaign’s

timeline and budget, and the campaign was implemented on January 1, 2014.

The survey that was distributed to 75 community members gained both positive and

negative feedback about the salon. This was a great way to gain an understanding into the

public’s attitudes regarding the salon. Through the results, Sheer Tan decided to become

more involved in community efforts. The website traffic to Sheer Tan’s update site was

also monitored using Google Analytics, Omniture and Webtrends. The salon found that

Google+ was an excellent way to use the search-optimization engine efficiently.

In March, Sheer Tan participated in the Stewardship Virginia Spring Event. In April, the

salon implemented a successful summer clothing drive with Planet Aid. Sheer Tan tripled

the amount of previous donations for the Ywca Richmond fund, reaching a total of

$4,649.61. With that being said, the salon’s revenue went up considerably high as the

new clients continued to join the salon. This was due to the dramatic increase of

marketing done through Sheer Tan recruiters, awareness tables, community involvement

and the distribution of informational flyers. Through the use of Project Sunshine, children

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in Richmond City pre-schools will see improvements, children in need all over the world

will receive summer clothes, and the environment will be improved by volunteering to

clean up Pocahontas State Park

The press releases and e-newsletters, along with the frequent social media postings

gained positive feedback from customers. After the campaign, Sheer Tan found that

customers liked to feel appreciated by the salon and more customers are likely to retain

their memberships.

Although the campaign was successful, many improvements could be made for future

campaigns. For example, it may be helpful to find more public high schools that offer

yearbook ads. This way the salon can market towards high school students in the

community.

For the next campaign, the salon will try to rent or buy a spray-tan booth for customers to

use because 64% of customers preferred to use sunless spray-tanning options according

to the salon’s research survey. Sheer Tan could promote this opportunity by hosting

spray-tan parties for clients and friends. This would give Sheer Tan the change to

increase clientele and revenue by giving the public what it wants from a tanning salon.

The salon increased its sales by a total of 83% and gained over 30% of the salon’s return-

on-investment. The salon kept track of each time the salon was mentioned in the press

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and each time it showed an increase in e-newsletter subscribers. In a total of six months

the salon gained 1,546 customers, averaging to about eight customers a day.

The marketing budget was determined using an appropriate scale. The salons generate

nearly $7,500.00 per tanning room and $37,500.00 per salon building. Together, the

Chester and Hull Street salon locations earn $75,000.00 a year. 2% of the budget was

spent on ad and promotional media such as the newspaper and radio ads, plus Sheer Tan

merchandise. 4% of the budget went towards producing design work and printing or

distributing the newsletters, informational flyers and coupons for the salon. 1.5% of the

budget was spent on producing special events such as awareness tents at each school. The

total amount Sheer Tan had to use was $5,625.00 and only $3,335.00 was used.

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CAMPAIGN BUDGET:

Project Sunshine Budget: $5,625

New Company Logo:

Fast Signs

Total: $0.00 Free from manager (friend)

Electrical Company Sign:

Fast Signs

Total: $500.00

Social Media Marketing:

Updated website, Facebook Page,

Twitter, Instagram, Pinterest, Google+

Total: $0.00 Free from Campaign

Coordinator

Constant Contact:

E-newsletters, Press Releases,

Upcoming Events

$20.00 per month

Total: $240.00

Richmond NBC 12 News Coverage:

Founders Day Celebration and Summer

Clothing Drive with Planet Aid

Total: $25.00

Newspaper Advertisement:

Chesterfield Observer: $2.10 per word

(x40 words)

$84.00 per ad (x3)

Total: $252.00

Radio Advertisement & Contest:

25 Ads, Contest included: $250.00

Total: $250.00

Valpak Coupon/Advertising:

10,000 homes

Total: $250

Informational Flyers:

Vista Print: $1.60 per 8.50” x 10.98”

flyer (x250)

Total: $150.00

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Yearbook Ad:

Lloyd C. Bird High School: quarter page

$75.00

Total: $75.00

Awareness Booths:

Organizations:

Flying Squirrels: $15.00

Pocahontas Live Concert Series: $20.00

Public High Schools:

$5.00 per school (x11)

Total: $55.00

Universities/Colleges:

Virginia Commonwealth University:

$55.00

University of Richmond: $75.00

Richard Bland College: $15.00

John Tyler Community College: Free

Awareness Booths Total: $235.00

Lilly Pulitzer Client Gift Bags:

$2.00 per bag (x200)

Total: $400.00

Sheer Tan Tervis Tumblrs:

$1.79 per cup (x80)

Total: $143.20

Sheer Tan Pens:

$0.31 per pen (x500)

Total: $155.00

Sheer Tan T-shirts:

$1.70 per shirt (x200)

Total: $340.00

Sheer Tan flip-flops:

Women’s: $1.00 per flip-flops (x100)

Men’s: $1.00 per flip-flops (x50)

Total: $150.00

Sheer Tan Unisex Hats:

$3.00 per hat (x40)

Total: $120.00

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Sponsor CRA Dolphins:

CRA dolphins: $50.00 for name and

logo on bathing suits

Total: $50.00

Total Amount Used: $3,335.00

Total Amount Left Over: $2,290.00

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TIMELINE:

JANUARY:

January 1, 2014:

• Launch Project Sunshine campaign with the release of the new Sheer Tan logo

• Create Facebook, Twitter, Instagram, Pinterest and Google+ accounts

• Ywca Richmond Donation boxes established at both salon locations

• January “Bring a Friend to Tan” Month begins

January 3, 2014:

• Send out January Press Release

• Monthly E-newsletter via Constant Contact

January 13, 2014:

• First-Time Client Trial begins

January 24, 2014:

• Distribute and conduct surveys to Sheer Tan customers and members in

Chesterfield County to evaluate audience concerns. –Primary Marketing Research

FEBRUARY:

February 1, 2014:

• February Special: Buy one month, get two weeks free

February 14, 2014:

• Valentine’s Day Special 50% off of all tanning packages and merchandise

February 3, 2014

• Send out February Press Release

• Monthly E-newsletter via Constant Contact

February 15, 2014:

• Q94 Richmond Radio Contest: ninth caller wins two-months free in Super Level

sunbed.

MARCH:

March 1, 2014:

• Lilly Pulitzer Client Appreciation Gift Bags distributed to members who have

choose Sheer Tan as their source of sunshine for a minimum of one year

• March Madness Special: Buy one week of tanning starting as low as $5

• Chesterfield Observer Newspaper Ad

March 3, 2014:

• Send out February Press Release

• Monthly E-newsletter via Constant Contact

March 6, 2014:

• Valpak Coupon 1

March 11-14 & 18-21, 2014:

• Distribute informational flyers for the Founders Day Celebration and Summer

Clothing Drive with Planet Aid, covered by Richmond NBC 12 News to local

shopping centers, businesses, public high schools, colleges and universities in

Chesterfield County and surrounding areas

March 27, 2014:

• Valpak Coupon 2

March 29, 2014:

• Stewardship Virginia Spring Event: clean up litter at Pocahontas State Park

March 31, 2014:

• Pay $75 fee to Lloyd C. Bird High School for a quarter page Year Book Ad

APRIL

April 1, 2014:

• Founders Day Celebration and Summer Clothing Drive with Planet Aid and

covered by Richmond NBC 12 News

• Project Sunshine Tanning “Oops” Contest on Instagram

• Founders Day Special: 50% off all tanning packages and merchandise

• April Showers Special: Buy two weeks of any level sunbed for a discounted price

• Chesterfield Observer Newspaper Ad

April 3, 2014:

• Valpak Coupon 3

• Send out April Press Release

• Monthly E-newsletter via Constant Contact

April 4, 2014:

• Awareness booth at 0 to distribute flyers regarding tanning season, upcoming

promotions and events and coupons

April 10-16, 2014:

• Sheer Tan Awareness table at The Diamond/Richmond Flying Squirrels opening

baseball season

April 11, 2014:

• Awareness booth at high schools and colleges to distribute flyers regarding

tanning season, upcoming promotions and events and coupons.

April 22, 2014:

• Reveal three winners from the Project Sunshine Tanning “Oops” Instagram

Contest

April 25, 2014:

• Awareness booth at high schools and colleges to distribute flyers regarding

tanning season, upcoming promotions and events and coupons.

May:

May 1, 2014:

• May Prom Special: Buy one week get the second free

• Chesterfield Observer Newspaper Ad

May 3, 2014:

• Send out May Press Release

• Monthly E-newsletter via Constant Contact

May 9, 2014:

• Awareness booth at Pocahontas State Park -Pocahontas Live Concert Series 2014:

Dustin Lynch and Frankie Ballard

May 10, 2014:

• Awareness booth at Pocahontas State Park -Pocahontas Live Concert Series 2014:

Jamey Johnson

JUNE:

June 1, 2014:

• June Summer Break Special: Buy any package and get a tanning lotion 50% off

June 3, 2014:

• Send out June Press Release

• Monthly E-newsletter via Constant Contact

June 7, 2014:

• Project Sunshine Summer Break Pool Party with Sheer Tan and K95 Richmond,

featuring special guest Luke Bryan (Marking the end of the campaign)

Chesterfield County, VA. (2014). Census Report 2000. Retrieved from

Chesterfield.gov

Google. (2014). Free Features. Retrieved March 29, 2014 from Google:

www.google.com/business/placesforbusiness/free-features/

Palm Beach Tan. (2014). Palm Beach Tan. Retrieved March 29, 2014 from Palm Beach

Tan: www.palmbeachtan.com

Sun Tan City. (2014). Sun Tan City. Retrieved March 29, 2014 from Sun Tan City:

www.suntancity.com

Smart Tan. (2014). Smart Tan. Retrieved March 29, 2014 from Smart Tan:

www.smarttan.com

Valpak Direct Marketing Systems, Inc. (1995-2014). Valpak. Retrieved March 29, 2014

from www.Valpak.com

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