This document outlines a marketing plan for Squarelle Tonacity, a new hair dye brand. It aims to target busy, affluent women ages 27-48 by providing a quick and easy hair coloring solution. The plan details a campaign centered around the slogan "Confidence in Change" and ambassador Karren Brady. Key elements include a website with inspiration galleries, in-store testing, influencer marketing, and a paid digital and TV advertising campaign to drive women to change their hair color that summer and feel confident.

1. Squarelle Tonacity
“Affordable confidence”
Presentation by Andy Wood

2. Brief and Initial Considerations
Squarelle Tonacity
- A brand new brand in a crowded market place with well recognised
competition
The product will be compared relative to existing hair dyes. £25 should be
seen as paying for assurance
- Targeting time poor, affluent women. Squarelle Tonacity provides a time
efficient solution to a luxury problem
- Case studies needed to provide confidence
- Distribution is limited – only available at department stores
- Lunchtimes and after work in the city will be important
- Digital purchases will be difficult – John Lewis will be biggest opportunity

3. Target Audience
Squarelle Tonacity
We feel there are 2 target audiences:
“Julie”
38-48
Senior management / Director role
Works in professional services
Married, 2 children (aged 9 and 12)
Main or equal bread winner
Drives Audi or BMW convertible, shops at John Lewis, Waitrose & Next
Leaves home at 7am, arrives home at 7pm
Work continues into the evening but weekends are for the kids
“Charlotte”
27 - 32
High riser in business – good achiever
Started dating recently. Hangs out upmarket bars with friends.
Drives a mini or Citroen C2, shops at Next, Zara and Coast
Active social life - when not networking she is meeting friends
Enjoys fashion and looking good at work

4. The journey they will take
Squarelle Tonacity
- Stimulus
- Through the advertising and PPC campaign
- Reading of articles and blogs
- ZMOT
- Reading reviews
- Experience on the website
- can I find my colour easily?
- is there enough advice?
- are there case studies?
- can I purchase it easily?
- FMOT
- In-store – POS and Sales Team

5. Single Minded Proposition
Squarelle Tonacity
“Confidence in change”

6. The Idea
Squarelle Tonacity
- The objective is to get 1,000,000 women to
change their hair colour this Summer & inspire
others to follow
- The campaign will be supported by Karren Brady
who by using Squarelle Tonacity will create the
perfect honeyied multi-tonal look
- Karren is a great role-model, a hard working mother,
very successful in business
- Our campaign will encourage busy women to change
their look this Summer and be confident in the
boardroom or on the beach

7. Digital
Squarelle Tonacity
- Website should provide inspiration to visitors and offer
guidance on colours
- Important to clearly provide signposts for visitors to find their
preferred hair colour easily. A colour gallery should be easy for visitors to
find their colour
- An inspiration gallery is a must
- Visitors must be able to find their nearest stockist with directions
- Video of Karren Brady going through her “transformation” to highlight
how easy it is together with the quality
- Mobile responsive is a must. A bespoke mobile version of the website
should be built to best demonstrate shades on the move

8. Digital
Squarelle Tonacity

9. Digital
Squarelle Tonacity
Karren Brady 2.1 25,000 20,000 20,000 65000 975 2048
hair colours 0.7 22200 22200 18100 62500 938 656
hair dye 0.51 18100 12100 12100 42300 635 324
holiday clothes 0.56 12,100 12,100 12,100 36300 545 305
loreal hair dye 0.13 12100 8100 2400 22600 339 44
schwarzkopf hair colour 0.51 8000 6000 6000 20000 300 153
hair colours 2013 0.56 12100 5400 880 18380 276 154
hair colour chart 0.41 6600 5400 4400 16400 246 101
hair colour ideas 0.87 2900 6600 6600 16100 242 210
red hair dye 0.4 5400 5400 4400 15200 228 91
loreal hair color 0.19 5400 4400 3600 13400 201 38
purple hair dye 0.3 4400 4400 4400 13200 198 59
garnier hair colour 0.17 7500 2000 3000 12500 188 32
caramel hair colour 0.48 3600 2900 2400 8900 134 65
loreal hair colour 0.22 1900 1600 4400 7900 119 26
hair colour changer 0.47 2900 2900 1900 7700 116 54
ash blonde hair 0.1 2400 2400 2400 7200 108 11
what hair colour suits me 0.42 2400 1900 1900 6200 93 39
hair dye colors 0.44 1300 2400 2400 6100 92 40
schwarzkopf hair dye 0.39 2900 1900 1300 6100 92 36
holiday clothes for women 0.54 1,900 1,900 1,900 5700 86 46
holiday wear 0.45 1600 1600 1600 4800 72 32
best hair dye 0.68 1600 1600 1600 4800 72 49
garnier hair colour 0.23 1600 1600 1000 4200 63 14
garnier hair color 0.19 880 1000 1600 3480 52 10
hair color chart 0.52 1000 1000 1300 3300 50 26
professional hair colour 0.43 260 260 110 630 9 4

10. Digital
Squarelle Tonacity
- Search will be purely PPC
- Clever use of PPC to drive visibility for key news articles
- new celebrity looks
- trending or popular articles
- Look to use ad networks to provide coverage
- Fashion bloggers
- Fashion and hair colour articles
- To provide confidence we should develop an app which
is an interactive tool where different shades
can be tried
- Videos will be key – owning a channel on YouTube to provide illustrations
of colour in natural light with actresses

11. Offline
Squarelle Tonacity
-Target popular business areas
Exhibition centres
Tube
Bus
Taxi
Train – first class
Airport – Terminal 5 Heathrow
- Target specific TV channels such as Sky Atlantic, Sky Living,
Channel 4 documentaries

12. Offline
Squarelle Tonacity
- A key area will be point of purchase
- Interactive lounges – hair colour matched on screen before purchase
- iPads available highlighting previous colourings
- Professional recommendations from trained staff
- Pop up surgeries in-store - hair colouring completed live
- Pop up surgeries on tour – to offices and to major business events

13. PR
Squarelle Tonacity
- Social will be a key driver
- Twitter will be a key channel as it is much used by our target audience
- Own #confidenceinchange
- Use Pinterest & Instagram as key channels - encourage customers to
send selfies of themselves
- Use Pinterest & Instagram to create a live, real-person
inspiration gallery
- Interact with bloggers and forums such as netmums and mumsnet
- LinkedIn will be a key channel for businesses with Squarelle Tonacity
hosting a Karren Brady webinar

14. The Media
Squarelle Tonacity
April May June
Magazines Cost per full page insertion
Vogue 30,000 60,000
Cosmopolitan 20,000 60,000
Grazia 30,000 30,000
Elle 35,000 105,000
Harpers Bazaar 20,000 20,000
Psychologies 15,000 15,000
Red 25,000 25,000
Management Today 5,000 15,000
Insider Business Magazines 2,000 10,000
PR 30,000
Creative & Account Management 30,000
400,000
Media
Creative & Account Management 20,000
Posters 100,000
POS 80,000
200,000
Digital
Website Development 50,000
App Development 30,000
YouTube videos and Photography 109,000
Social monitoring 50,000
PPC budget 50,000
Cosmopolitan (2,000,000visitors - £30 cpt) 3000
Red (1,000,000visitors - £28 cpt) 3000
Elle (2,000,000visitors - £45 cpt) 5000
Ad Network Budget 100,000
400,000
TV
Creative and production 80,000
Sky Atlantic - at late peak (Madmen, Veep) 450 x 1 30 second ad 45,000
Living TV - Next Top Model TV programmes 350 x 1 30 second ad 35,000
Channel 4 18,000 x 30 second ad 540,000
ITV 25,000 x 30 second ad 300,000
1,000,000

15. Summary
Squarelle Tonacity
- A hard working campaign which looks to provide confidence
- Confidence in the product through Karren Brady as an ambassador
using the product
- Confidence in results through a great PR team offering support
and advice alongside great case studies
- Confidence in colour through a strong website gallery and in-store
experience
- Communications strategy that both influences and engages with the
website at the heart of the activity