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BIRDS BARBERSHOP

local barbershop chain

STRATEGIC MARKETING
PROPOSAL FOR RELOCATION

Project completed in FALL 2023 alongside

Sofie Amalie, Isak Stensballe, William Vagn-Jensen, Levi Arthurs, & Andreas Klejstrup

as a consultation through the Strategic Consulting for Marketers course
at the University of Texas at Austin

PROJECT OBJECTIVE:

Attract 280 new customers while retaining at least 95% of the previous location's patrons within the initial 30 days of new location opening

SITUATION ANALYSIS

  • Conducted expert, customer, and executive team interviews alongside secondary research to understand current company status

  • Curated and launched a survey of current 6th St Birds customers in order to better understand user base demographics, attitudes, and behaviors

  • Analyzed findings to define barriers to entry, decision factors, largest competitors, purchase behavior, and awareness drivers

  • Proposed research review and company opportunities for new location opening

STRATEGY

  • Developed a detailed target market and consumer persona

  • Mapped the consumer purchase journey for a 6th St customer at Birds

  • Researched avenues to access and appeal to target audience post-move

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RECOMMENDATIONS

  • Recommended two step plan to retain current and gain new customers, including:
    1. Baseline suggestions for awareness & retainment
    2.     Campaign ideas to gain new customers

  • Detailed demands of each idea and provided primary and secondary data to back up suggestions

  • Developed full timeline to give suggested timing for prioritization and execution of efforts

  • Outlined anticipated financial costs of implementing recommendations

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