Table of Contents

Executive
Summary1
Goal.1
Objectives...1/2
Target
Audience2
Key
Messages..3
SWOT Analysis.3
Strategy..4
i. Awareness...
ii. Promotion.
iii. Media Attention
Tactics4/5
i. Advertising
ii. Promotion and
Event..........................
iii. Social Media
Budget6
Evaluation..6
Media
Kit...........7
i. News
Release.
ii. Media
Advisory...........
iii. Backgrounder......
iv.
Facts.
v. Bios
vi. Promo
Material.

Executive Summary
Saint Franks is a new business in Victoria, B.C., catering to the young hipster
residents with a gourmet menu, full bar with signature cocktails, and traditional
haircuts. The business was started by two small business owners, Matty Conrad,
award-winning barber of Victory Barber, and Jason Pincombe, owner of
Wheelies Motorcycles and Caf.
To increase sales, heighten traffic, expand clientele, connect with the community,
and develop a caring profile of Saint Franks, we will be organizing a promotion
a barber chair will be set up at the Salvation Army downtown location, to kick off
Movember. Free haircuts for the Victoria street community will be offered in
addition to the, Shave your Stache, Protect your Ass event at the end of
November. With this event we will be targeting Saint Franks main audience,
Victorias hipster and foodie population, ranging between the ages of 19 to 60.
We will run a radio ad to draw attention to the Movember event, and media will
be notified of the promotion, which will draw attention to both the event and to the
business. We will purchase space for a transit ad for the Movember event, and
promote the event through the business social media accounts. Before and after
photos of the promotional haircuts will be featured on all accounts, which will
draw in media.
We will evaluate the success of this event using a variety of tactics including web
analytics to monitor the traction the business receives, the informal monitoring of
online discussion on review sites, the level of participation in the event itself, and
by using Hootsuite to track the number of new followers and audience
engagement with event related social media. By measuring these techniques we
will be able to evaluate the overall effectiveness of the plan in increasing
customer-clientele, sales, and social media attention.

Goal
To expand clientele and start a local conversation about the new unique
business, while simultaneously defining Saint Franks as a compassionate and
caring business a barbershop with soul setting SF apart from competition.

Objectives
Increase the overall customer daily walk-ins by 15 per cent
Increase Saint Franks barbershop clientele Dec. 1 Dec. 5, 2015 by 80
per cent
Increase Saint Franks food sales by 15 per cent by Jan. 1, 2016
Increase online traffic to their website by 40 per cent by Jan. 1, 2016

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Increase social media discussion and media attention about Saint Franks

to increase by 40 per cent by Dec. 1, 2015

Have 200 people in Victoria use the hashtag #StFranksMoMen by Dec. 5,
2015
Garner media attention by local and national news on Nov. 29, 2015 and
Dec. 1, 2015
Raise $2,000 for Movember Canada by Dec. 5, 2015

Target Audiences
The primary target audience are male and female middle-class adults between
the ages of 19-60. The target audience will currently be living in Victoria and
Vancouver Island, earning an average income of $30,000 to $60,000 annually.
This audience can afford to splurge on haircuts and nightlife activities. We are
including females as a target audience because this audience will be highly
influential in convincing their significant other to shave their Movember facial hair,
as well as cut their hair at the end of November. Although prostate screening is
doctor recommended at 40-years-old, the younger half of our target audience is
included in support of the Movember cause, as they may know someone affected
by the disease and are active in growing Movember mustaches.
In terms of psychographics, the primary target audience will be avid social media
users interested in food, beer and the hipster culture. This audience actively
engages on social media, and will likely contribute to online and in-person
discussion regarding the new business, as they are actively interested in local
business.
The secondary target audience will be local and major news outlets. This
audience includes print, online, radio and television platforms. The media outlets
we will be focusing on will be local blogs, magazines and newspapers that are
interested in Victoria lifestyle involving business, food and beverages. We will
also contact local television outlets to promote the Movember event, as well as
the promotion in downtown Victoria on Nov. 29, 2015.
The major news outlets we will target will include all major television and radio
networks and major print outlets in Western Canada. These outlets may be
interested in the unique Movember event for a commendable cause, the
philanthropic promotion and the new, one-of-a-kind business.
The tertiary target audience will be Movember organizations, such as Prostate
Cancer Canada, Prostate Cancer Foundation BC, the Prostate Centre, The
Prostate Centre, Movember Canada and the Victoria Salvation Army. This
audience will likely promote Saint Franks Movember event because the cause is
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for prostate cancer. These organizations will likely promote Saint Franks
campaign and event on their website and social media platforms.

Key Messages
Saint Franks is a unique twist on the typical barbershop, offering a full bar
and menu for customers.
Saint Franks will show support of cancer patients by participating in
Movember and will be giving clients 15 per cent off all shaves and drinks.
Saint Franks will be showing support of Victorias downtown street
community by offering free haircuts during the month of November.

SWOT Analysis

Strengths, Weaknesses, Opportunities and Threats

Strengths
Opportunities
Unique
Brand new
New
Hipster revolution
Multifaceted
Unique
Location
Define the SF brand
Soulful
Set SF apart from the
Community-minded
competition
Fun
Position SF as a serious
contender for male grooming
Services, products, and
entertainment
Weaknesses
Threats
o Lack of online presence (social
o Stiff competition (barbershops,
media, website)
restaurants)
o SEO
o High prices
o Multifaceted
o Managing traffic flow for promo
o Hipster may deter potential
possible need to hire more
customers
people
o Lack of promotional material
o Interacting with the street
community can be difficult
preparations, safety
management

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Strategy

1. Raise awareness about the new business and spark local conversation.
- Saint Franks is a new, unique business and wed like to showcase that in
Victoria. The city takes pride in local businesses and recommendations
generally are transmitted by word-of-mouth. By starting the conversation
about Saint Franks while showcasing the business in a positive light, this
will in turn, increase the clientele. The downtown promotional haircuts and
the Movember event will spark the conversation and raise awareness
about the business.
2. Promote a multi-dimensional experience at Saint Franks to the general public and potential
clients.
- Saint Franks is an incredibly unique distinctive business and is attractive
to the demographic. This target audience would be keen on trying out a
new business, eating hot dogs, drinking beer and getting a haircut while
supporting a great cause. It is important for the clients to have a positive
experience at the Movember events, which will introduce them to the new
barbershop experience and make them want to come back again and
again to the salon for men.
3. Garner media attention about the new business by promoting Saint Franks charitable and
philanthropic efforts by fostering a positive outlook of the unique business during the
Movember campaign.
- Sharing Saint Franks charitable and philanthropic efforts to the general
public will generate a positive reputation in the community, while garnering
effective and positive media attention from local and major news outlets.
By performing the free haircuts and shave downtown in a highly populated
area, this will ensure the discussion about Saint Franks is fostered in a
positive light regarding the new business. This will foster a positive first
impression in the community for the new business.

Tactics: methods to increase overall business

1. Advertising determine what works best/has greatest audience reach

Mainstream media (free)
Because SF is newly opened, the main method to increase over all
business and start an online conversation about the barbershop is
through free mainstream media advertising. The target audience is
tapped into local media and blogs, which will increase business
awareness.
Radio ad (paid)
Develop a radio ad to promote Movember event, to be broadcasted
on all local stations the week prior to the event. The ad will be 30

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seconds and broadcasted during peak audience hours, such as,
morning and nightly commutes to/from work, and during work lunch
hours.
Bus ad (paid)
Contract a bus ad to a local graphic design agency. A large
percentage of the target audience uses public transit or sees it in
commute.
2. Promotion
Coordinate a low-cost promotion in partnership with the Victoria
Salvation Army one week before special event: Cuts for Victorias
Street Community. Staff barbers will offer haircuts to the street
community at the downtown Salvation Army.
Having one central location will allow clients to come to us and the
media will also have a destination.
The charity can do the promotion in exchange for a service
donation.
Establish and maintain a relationship with local TV, radio, online
and print media
Connect with non-local and non-traditional media on the island
Event
Coordinate a low-cost event at the end of Movember (Dec. 1):
Shave your Stache, Protect your Ass. During the week following
Movember, customers will receive complimentary moustache
shaves and discount food and drink promotions.
Create a relationship with The Prostate Centre of Vancouver Island.
A portion of proceeds will go towards this organization to help
familys affected by the disease.
Links to other cancer foundation websites
Links to Victory Barbershop and Wheelies Motorcycles & Caf
Links to Movember Canada
3. Social Media
Facebook, Instagram, Twitter
Use as a means of free advertising and promotion
Develop a comprehensive strategy to communicate with target
audience daily posts promoting upcoming event and specials
Establish and maintain social networks of influential locals crosspromote content if applicable

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Budget

1. Advertising
Design

$200

Staff time

$150

Free food

$100

Radio (30 sec. ad)

$250

Promotional services

$500

Bus ad

$800
Subtotal: $2000
Contingency (10%): $200
Tax: $264
Total: $2464

Evaluation
A number of measurement techniques can be integrated at the start of this
campaign to evaluate the success of the objectives increasing over all
customer-clientele, food and drink sales, and social media attention these
measurement techniques might look like:
Google analytics, web analytics website hits, subscriptions, page
preferences, click-throughs, length of stays
Hootsuite: Social Media Management Dashboard (Instagram, Facebook,
Twitter) social media usage and audience engagement, track number of
followers, subscribers, post likes and shares, trending hashtag
Monitoring user reviews and recommendations on Yelp and other existing
restaurant review software
Levels of participation in event and promotion
Levels of coverage among local and non-local media outlets, blogs
Monitoring food and beverage sales weekly through accounting
Informally monitoring new customer-clientele through server-customer
relations ask all patrons if theyve been to SF before

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NEWS RELEASE
Nov. 30, 2015
Contact: Megan Trudeau, Media Relations
(250) 325-3980 (cell)
(250) 445-4512 (office)

FOR IMMEDIATE RELEASE

Local (Bar)bershop presents Shave your Stache, Protect your Ass Fundraising Event
(VICTORIA, B.C.) Saint Franks, a new Victoria (bar)bershop is serving up bourbon, beers, gourmet
hot dogs, and discounted haircuts and shaves on Dec. 1, 2015, in support of the Vancouver Island
Prostate Cancer Society. Victorias new manly salon will be supporting their fellow Mo-Bros by
donating 15 per cent of haircuts and shaves, and 50 per cent of food and beverage costs for
Movember feature menu specials.
The Movember campaign is sponsored by Movember Canada and the Vancouver Island Prostate
Cancer Foundation. This is the first Movember event of its kind in Victoria, let alone Canada,
explains president of BC Prostate Cancer Foundation, John Doe. This event will likely be the
largest Movember event on Vancouver Island and is sure to be a unique experience. Right now,
one in every eight Vancouver Island men is diagnosed with prostate cancer. Prostate exams and
check ups can be a touchy subject, but through this fun event, I hope people take away just how
important they are.
Were all very enthusiastic about this event in support of a great cause, explains co-owner Matty
Conrad, Because most of our patrons are men, it is important to support our fellow Mo-Men, while
having a great time.
On November 30, Saint Franks kicked off their Movember campaign setting up a barbershop chair
at the downtown Salvation Army, providing haircuts to the Victoria street community. Over $500
was raised in donations in the span of four hours.
Saint Franks opened in November of this year. The business is a joint venture between the owners
of Victory Barbershop on Blanshard Street and Wheelies Motorcycles & Cafe on Rock Bay
Avenue. Saint Franks serves up bourbon and beers with gourmet hot dogs for patrons in search of
a little more than friendly banter during visits to the barbershop. Saint Franks is open daily 5 p.m. to
midnight and is located at 1320 Broad Street in Victoria, B.C.
30

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MEDIA ADVISORY
Shave your Stache, Protect your Ass
Nov. 30, 2015
To:
From:
Date:

All media
Megan Trudeau, Media Relations, Saint Franks
Saturday, Nov. 28, 2015
Saint Franks (Bar)bershop Movember Fundraising Campaign

Saint Franks, a new local Victoria business, will be hosting a fundraising event on Dec. 1, 2015 in
support of Island Prostate Cancer and Movember Canada. The largest Movember event of its kind
will run from 5 p.m. to midnight. Saint Franks will be providing discounted haircuts and shaves, with
a featured Movember menu of gourmet hotdogs and bourbon. Fifty per cent of all proceeds will go
toward prostate cancer awareness, prevention, and treatment in British Colombia.
Who: Saint Franks and Island Prostate Cancer
What: Movember fundraising event
Where: 1320 Broad St. Victoria, BC
When: 5 p.m. 12 a.m. Dec. 1, 2015
Why: To raise money for Vancouver Island Prostate Cancer BC and Movember Canada,
while supporting our fellow Mo-Brows
Other relevant information: Parking available at 1318 Broad Street for $2 and is free after 6 p.m.
About Saint Franks: Established in November 2015 as a joint venture between the owners of
Victory Barbershop on Blanshard Street and Wheelies Motorcycles & Cafe on Rock Bay Avenue,
Saint Franks serves up bourbon and beers with gourmet hot dogs for patrons in search of a unique
barbershop experience.
30

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BACKGROUNDER
When a local barbershop and motorcycle caf have a one-night-stand, youre left with Saint Franks
consider this one-stop-shop of beer, hot dogs, and haircuts the love child of Victory Barbershop
on Blanshard and Wheelies Motorcycles & Caf on Rock Bay Avenue.
Established in November 2015 and located in Victorias downtown core at 1320 Broad Street, SF
boasts a full menu of in-house made gourmet hot dogs and sides, bourbon cocktail list, vintage
pinball arcade, and two old-style barbershop chairs always ready for walk-ins.
Saint Franks provides a modern take on all the old classics. Steady streams of good, old rock n
roll echoes throughout the small venue juxtaposing the warm exposed-brick interior, all while truly
putting the bar in barbershop. All are welcome over the age of 19. Good times are available from 5
p.m. to midnight, Wednesday to Sunday.

1 http://saint-franks-jzuj.squarespace.com/
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FACTS AND STATISTICS

Saint Franks Facts
10 different kinds of delicious gourmet hotdogs
Eight refreshing craft beers on tap
12 signature Saint Franks Cocktails
Four award-winning barbers
Five vintage arcade games

Prostate Cancer Statistics

One in every eight Vancouver Island men is diagnosed with prostate cancer
25,000 men are diagnosed with prostate cancer every year in Canada
An estimated 788 men on Vancouver Island were diagnosed with prostate cancer, and
114 died from it
On average, 475 Canadian men will be diagnosed every week
On average, 83 Canadian men will die of the disease every week
One in eight Canadian men will develop prostate cancer in their lifetime
When caught and treated early, prostate cancer has a 90-95 per cent survival rate

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BIOGRAPHIES

Matty Conrad
Matty Conrad is affiliated with Schwarzkopf Professional. He is
a master barber and owner of award winning salon, Victory
Barber, in Victoria B.C. He has won several awards over the
years including the 2014 Contessa for Men's Hairstylist,
Contessa Finalist in 2010, 2011, and 2012, Douglas Magazines'
10 to watch, Mirror Award Finalist for 2013, Best Of Victoria
2010, 2011, and 2012, Western living Magazine "Best of the
West, and Sharp Magazines "Best Barbershops in Canada."

Jason Pincombe
Jason Pincombe is the owner of Wheelies Motorcycles &
Caf, specializing in vintage custom motorcycles and
gourmet sandwiches. Pincombe started his first business,
Wheelies, in March 2014 and has been featured in several
publications such as Eat Magazine, Douglas Magazine,
Vancouver Magazine, and most recently, Boulevard
Magazine.

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