Creative Briefs-Rockin’ Hair Boutique and Tesori

Creative Brief

Rockin’ Hair Boutique & Tesori: Vintage Home, Fine Art, & Antiques

Teresa E. Fayak

November 24, 2014

West Virginia University

 Creative Brief

 

Client:

 

Jayna Corns

 

Client Information:

 

Rockin’ Hair Boutique

5420 Maccorkle Ave SW

Charleston, WV 25309

(304) 744-1277
rocknhair4u@yahoo.com

 

Project:

 

Create a short film via YouTube to connect with current and potential customers.

 

Prepared by:

 

T.E. Fayak, (555) 555-5555, tefayak@mix.wvu.edu.

 

Focus

Rockin’ Hair Boutique has asked for a branding video of its services for its Facebook and Web page.

 

Issues

Rockin’ Hair Boutique was opened in 2006, which is a relatively new salon compared to many others in the area. Her competition; Regis, We Care Hair, and Hair We Are have been in business in the area for over 20 years. The owner, Jayna Corns, salon is located at 5420 Maccorkle Ave SW, in South Charleston. The Boutique is located on Route 60, which is a four lane highway with a 50 MPH speed limit. The salon looks like a house and has a 25 foot sign located in the front yard, but the salon is located next to fast food restaurants, a tarot card reader and a heavy equipment dealer. She and another stylist, Justin White, are the only staff for the business. Corns explains that her salon is basically a word of mouth operation and acquires clients by referrals and on FaceBook. Her website http://rockinhairboutique.com/ is a new venture and she believes it’s a waste of time and money. Her marketing budget is extremely small and she would like to market her Boutique to raise its clientele base.

Audience

 

The primary target will be segments of our customer database: male and female, 20 to 45 years old, who are looking for the latest trends in hairstyling and fashion. The target will be approximately 40% married, with combined household incomes of $85k on average.

 

Audience Insights

“Jayna and Justin have exceeded all of my expectations. I’ve been going to Rockin’ hair for over 7 years now, and I would NEVER go anywhere else! I recently had extensions put in, and I ABSOLUTELY LOVE them! They did such a wonderful job, I recommend them to anyone and everyone!!” -Carissa Elkins

 

“The only place in West Virginia to get your hair done. Jayna and Justin are up to date on the latest style and hair and makeup techniques. Awesome stylists and atmosphere. You won’t be disappointed. Book your appointment today.” -Crystal Hudson

 

Beautiful shop, friendly and professional service that is on-time and they do wonderful work! What a salon visit should be.” -Beth Shamblin

 

Had a great 1st experience w/Justin & Jayna!! Love my haircut! You both are fun and easy to talk to, I will definitely be back!!” -Gretchen Simpkins

 

(Rockin’ Hair Boutique.com)

Content Points

 

  1. Rockin’ Hair Boutique is Winner of the Herald Dispatch Best for Beauty and Styling Salon in Putnam County 2013.

 

  1. Rockin’ Hair Boutique stylists continue their education to stay on top of latest cosmetology, techniques and services.

 

  1. Rockin’ Hair Boutique stylists have over 10 years of working together in the business.

 

  1. Rockin’ Hair Boutique stylists are both licensed cosmetologists and have many certifications for different styles of cuts and color by reputable vendors; L’Oreal, Matrix and Redkin.

 

  1. Rockin’ Hair Boutique stylists strive to make every haircut a fun and unique experience.

 

 

Brand

 

The audience is comfortable with the latest trends in fashion, hairstyles and cosmetics that make them look hip, fresh and professional and are among the first to try them out. They’re constantly connected to entertainment, celebrities and the latest fashion via internet and magazines. We will call our representative personas “John and Grace”.

 

John and Grace say, “Rockin’ Hair Boutique will give me the latest style of haircut and hair products so I can look professional while still being on the cutting edge of fashion.”

 

Creative Brief

 

Client:

 

Stefano Dipietrantonio & David Riter

 

Client Information:

 

Tesori: Vintage Home, Fine Art, & Antiques

418 Virginia St. W

Charleston, WV 25301

(304) 982-5807
Project:

Create a short film via YouTube to connect with potential customers and inform them they are open for business.

 

Prepared by:

T.E. Fayak, (555) 555-5555, tefayak@mix.wvu.edu.

 

Focus

Tesori: Vintage Home, Fine Art, & Antiques has asked for a branding video of its vintage home decor, antiques and biscotti for its Facebook page.

 

Issues

Tesori: Vintage Home, Fine Art, & Antiques was opened in August 2014. Both of the owners, Stefano Dipietrantonio and David Riter, run the store, but, Dipietrantonio also has another full time job. The store is located at 418 Virginia St. W in Charleston, West Virginia. This location was very appealing 20 years ago as it was a hub of business activity, but as of late it has had a number of crime committed near its location. As a “new” antique store in an area of established ones the owners need consumers aware of its location and unique items. The owners confide that Tesori’s competition are other antique dealers and to some extent big box retailers selling similar items. Challenges are convincing customers that items in the store are better priced and of better quality on a small marketing budget.

Audience

 

The primary target will be segments of our customer database: male and female, 20 to 65 years old, who are interested in history and are looking for unique home décor both antique and refurbished. The target will be approximately 50% married, with combined household incomes of $85k on average.

 

Audience Insights

 

I went in Friday for the first time. I found my dad the perfect birthday present, a carved walking cane. He loved it. They have a Loy of really great items. Will definitely be going back! Thanks guys for your help!” -Tim Albee

 

 

“Such a cool place! Everyone needs to check this place out!” -Brenda Swiger

 

“EXQUISITE! Love, love, love the shop! Thank you David for being so refreshing today. Wishing you much success! Tesori is amazing.” -Sherri Michele Jackson

 

“Love these guys – they find the most amazing vintage items and really have an eye for curating collections.” -Celesta Carter

 

(https://www.facebook.com/tesorivintagehomeandantiques/reviews)

 

Content Points

 

  1. Tesori: Vintage Home, Fine Art, & Antiques offers one of a kind beautifully distressed vintage home decor, antiques.

 

  1. The owners, Stefano Dipietrantonio and David Riter, use the techniques of ‘picking’ to find unique items to sell at Tesori.

 

 

  1. Tesori: Vintage Home, Fine Art, & Antiques not only sells antiques but also makes homemade Biscotti in different flavors from a family recipe.

 

  1. The owners, Stefano Dipietrantonio and David Riter, believe if you offer better prices and quality merchandise than other antique dealers in the area you will gain new customers.

Brand

 

Tesori’s customers are fascinated with history and regaining their youth by finding unique items in the store. They’re constantly looking for a deal and quality workmanship. We will call our representative personas “Jack and Greta”.

 

Jack and Greta say, “Tesori: Vintage Home, Fine Art, & Antiques always has the most unique items that I have to buy.”

 

Sources

 

Rockin’ Hair Boutique Website. (2014). Retrieved on November 23, 2014 from: http://rockinhairboutique.com/

 

 

Tesori Facebook. (2014). Retrieved on November 23, 2014 from: https://www.facebook.com/tesorivintagehomeandantiques/info?tab=overview

 

 

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