Saving Your hairline one head at a time! The Nappy Hutt: A Informational Campaign aimed to help Increase sales and recognition to a hair salon called The Nappy Hutt: Natural Hair & Braiding Center. -By Brittney Foster

Project Overview

The purpose of this informational awareness campaign is to increase sales and recognition amongst students of Savannah State University, to a local beauty salon named The Nappy Hutt: Natural Hair & Braiding Center, located in Southside Savannah, Georgia.

Introduction

The purpose of this research is to explore and learn the important elements of natural hair care. Many people especially college students at Savannah State University may or may not know about The Nappy Hutt salon because of the location and lack of advertising. The target audiences are enrolled students of Savannah State University, with some form of hair. In this campaign the focus is on informing students on The Nappy Hutt: Natural Hair & Braiding Salon, so that they can get the necessary information on the importance of hair care, products, and services. The study focuses on the Nappy Hutt because they are the ones who provide the services to individuals whether your hair is natural, dreadlocks, braids, or weave-style.

By connecting with the Nappy Hutt, researchers will gain insight on natural hair care and and the importance of proper hair care, and services that can be provided and beneficial for students of Savannah State University. Owner, Shawntel M. Waajid and co-owner, Jabril M. Waajid, both own and are master braiders' and are premiere natural hairstylist of the Nappy Hutt: Natural hair Care Salon & Braiding Center.

Shawntel M. Waajid gave out vital information in an interview. I wanted to know how she felt about the importance of hair care & how the salon can benefit others; especially to students on a nearby campus. Shawntel M. Waajid expressed her thoughts toward the reason why she thought The Nappy Hutt was helpful to everyone with hair. “Here at Nappy Hutt we provide services such as twisting and dreadlock maintenance for everyone and I think it is a great thing that college students are nearby because it benefits them because we are a short distance away. We also provide discounted services (10%) for new customers.”(ShawnWaajid, 2017).

Also co-owner Jabril M. Waajid gave insightful information during his interview. Jabril was asked why he might think many neighboring college students of Savannah State University might be unfamiliar with Nappy Hutt's location. Jabril stated that, “Honestly, I would have to say our location and sizing would be the reasoning. We share a building with a cupcake shop and our size of our shop is unusually smaller than the average salon.” This campaign will help increase Nappy Hutt's brand and reach out to students who might be looking for a new stylist or salon that focuses on the importance of hair-care and the prevention of hair loss.

Background Research

The Nappy Hutt is Savannah's very first exclusive all Natural Hair Care & Braiding Center. It was started in February of 2012. The owners include Shawntel and Jabril Waajid who are married. They prevent loss and damage of your hairline. Different hair care products such as, Fertilizer is owned by the wonderful, Shawtel Waajid. The Taliah Waajid Black Earth products line which is the very first natural hair care line of products is also on the shelves for sale.

The Nappy Hutt is like no other salon, it is unique, great atmosphere, eclectic, family oriented, and fun. “The Nappy Hutt can't be mimicked or duplicated” stated from head owner Shawntel Waajid in an in depth interview. All of the stylist are contracted stylist who work at the Nappy Hutt; everyone is in business for themselves, but every stylist has to learn a new technique. Every stylist are natural themselves and is a no-relaxer free zone. Everyone on the team at The Nappy Hutt is true to the goal of natural hair care.

Nappy Hutt educates and specializes in natural hair care. They educate customers on the importance of hair, how to take care of it outside of the salon, and product knowledge. At the Nappy Hutt they care about their customers instead of money.

The owners have contributed to the Natural Hair & Braid industry working directly for and alongside Taliah Wajiid (“”Queen of Natural, Curly, Coily Hair Care”) as previous stylists of the Taliah Waajid Natural Hair Care Center in Atlanta, Georgia, Lead Instructors for the Taliah Waajid 3-Day Instructional Seminars, Lead instructor (Jibril) (Loc 101) at the annual Taliah Waajid World Natural Hair Health and Beauty Show

Interviews were conducted, survey's, and Informational meetings on Savannah State University's campus, were all the key methods used during this campaign. I interviewed 5 women for this campaign project. Originally, I had planned on using survey and interviews, but interviews are the most effective method through which to gain in-depth and personal data from women about such a matter. I then utilized my interviews to compare and contrast how Black women think about hair as well as how they perceive hair care products and hair styles.

In conclusion I will discuss the examination of hair care for natural black women and what it can mean for the academic community-such as Savannah State University students. This thesis would not have been possible without head owner of Nappy Hutt Natural Salon, Shawntel Waajid recognizing the issues with hair care. Perceptions of beauty have been dominantly informed by white males and have created culturally accepted generalizations of Black people, and more specifically, Black women.

Methodology

Sample Selection

The sample selection used was a snowball and non-random survey. Participants were chosen to be surveyed by qualifications, such as being a students at Savannah State University, and had to have hair.

Data Collection

The survey was given out online through Google Forms in order to get a broader and variety of the students who attend Savannah State University. The survey was made available on Saturday, February 18, 2017 around 11 p.m. and submissions were closed on Wednesday, February 22nd, around 10:00 a.m. The survey link was sent out via Group Me, I message, and email; students who received the link were told to inform others about the survey so that the results would end up credible.

Procedures

In order to achieve these results, 15 questions were given to 25 Savannah State University students, on their own hair and their knowing about The Nappy Hutt: Natural Hair Care Salon & Braiding Center. The survey was given to non-random males and females aged between 18 and 55 and the survey included questions that ranged from multiple choice, range, and checkboxes

Ethical Considerations

A consent form was given alongside with the survey so that surveyors would fully understand and feel more comfortable that there answers would be confidential and that they did not have to take it if they did not want to.

Data Analysis

Data was collected using Google Forms excel sheet. The excel sheet was used to help analyze the data.

Findings

A great deal of Savannah State University students were targeted due to the location of the hair salon and convenience. When examining results from the survey, data of the survey concluded that 84% (21) of participants were of Black or African American while 12% (4) of participants were white. This shows that majority of the students who participated in the survey were that of Savannah State University students, which is a Historical Black College University.

Race or Ethnicity of Surveyors

A great deal of Savannah State University students were targeted due to the location of the hair salon and convenience. When students were asked whether or not they were aware about Nappy Hutt Natural Hair & Braiding Center a surprising 44% (11) stated ‘No’ while 40% (10) answered ‘Yes’ and 4% (4) answered ‘maybe’. This obviously shows that the majority are unaware of this salon and that it is necessary to raise recognition for the business to make individuals such as college students more aware

Percentage of those aware of Nappy Hutt

When surveyors were questioned on the texture of his or hers hair, whether it was relaxed or natural or neither, results showed that over half 56% (14) of surveyors were natural while 24% (6) had relaxed hair and 20% (5) stated neither. This shows that students are starting to become more natural as time goes on.

Texture of surveyors hair

When students were asked the question, “About how many times a month on average do you go to get your hair done?” 68% (17) answered between 0-1 times out of the month on average. 20% answered between 20% (5) answered between 2 to 3 times out of the month on average. While 12% answered that they ‘do their hair on their own’, which shows that many students get their hair done at least once a month on average whether its letting a professional do it or on their own.

Amount of times surveyors get their hair done in a months span

When students were asked the question, “Estimated, about how much money you spend on your hair on average in a month?” results showed that 36% (9) of surveyors pay $30 or less on average in a month’s timing. 32% (8) answered between $40 and $80 on average in a month’s timing. 24% (6) answered between $90 and $200 dollars in a month’s timing. While 8% (2) stated that they do their own hair.

When surveyors were asked “how old are you?” results showed that 72% (18) of the surveyors were aged between 18 and 25, while 16% (4) were aged between 26 and 35. While 8% (2) were aged 50 and up. This shows that majority of surveyors were students of savannah state university who were aged between 18 and 25.

When surveyors were asked the question, “What is your gender?” 88% stated that they were female while 12% stated that they were male. Results show that women were the driving force for this survey because women usually have more hair than men.

Percentage of male and female surveyors

When surveyors were asked the question, “What is your ethnicity origin (or race)?” 84% (21) of students were black or African American, while 12% (3) were white and 4% (1) was Latino decent. Since the survey was given out on Savannah State University’s campus results show that the majority were black or African American.

When surveyors were asked the question, “What helps you in choosing a specific salon?” 56% (14) stated that word of mouth is what helps them choose the right salon. 36% (9) social media and location matters when dealing with the choosing of the right hair salon. 44% (11) answered that coupon or discounts are what draws their attention to a specific salon. And 24% (6) answered that magazine recommendations would draw their attention to a new salon

When surveyors were asked the question, “Do you buy in store products in a salon?” a shocking 44% (11) stated ‘No’ while 32% (8) stated ‘Maybe’ and 24% (6) stated ‘Yes”. This shows that the majority of students have no interest in paying for products in a salon because they have their own products.

When surveyors were asked the question, “Have you seen or heard of The Nappy Hutt: Natural hair Care & Braiding Center’s advertising in the last 6 months?” a shocking 72% (18) answered that didn’t have a clue what Nappy Hutt was, while 20% (5) were not sure if they knew about it or not answering ‘Maybe’. And 8% answered that they did know about the Nappy Hutt.

Surveyors who aware of salon's advertising

When surveyors were asked the question, “What type of hairstyle do you prefer?” results showed a variety of answers. 32% (8) preferred ‘weave’ as a hairstyle. 24% (6) answered that they preferred ‘braids’. 20% (5) answered that they preferred their hair to be ‘straight-style’. 16% (4) answered that they preferred ‘twists or dreadlocks’. And 8% (2) preferred their hair to be ‘curly’.

When surveyors were asked the question, “Would you be prepared to pay more due to the convenience of services?” results showed that the majority of surveyors 44% (11) answered ‘yes ‘while 40% (10) answered ‘maybe’ and 16% (4) answered ‘no’. This shows that majority of surveyors would be interested in paying more if the quality of the work was worth it.

Planning

Campaign Goal

The goal and overall purpose of my senior project is to bring awareness to students about the Nappy Hutt: Natural Hair Care Salon & Braiding Center and increase the salon’s recognition and increase sales by 10%. During research, there was found to be a large amount of students that weren’t aware of the Nappy Hutt Natural Hair Care Salon & Braiding Center.

Target Audience:

Savannah State University Students students with hair.

Objectives

Objective #1: The first objective of this campaign is to raise awareness about Nappy Hutt: Natural Hair Care & Braiding Center among students at Savannah State University by 10 percent by April, 2017.

A. According to primary research 44% of surveyors had no previous knowledge as to what Nappy Hutt was. With that being said we would like to target students of Savannah State University and the location between the campus and the salon is very convent.

Objective #2 To increase the number of students at Savannah State University who utilize Nappy Hutt's products or services by 10% by April 30th, 2017.

B. Because there is lack of knowledge of this hair salon to Savannah state university students, it is vital to inform the target audience on the benefits of the hair salon as well as services. In survey results showed that when asked, have you seen or heard of The Nappy Hutt advertising in the last 6 months? 72% stated ‘No’ while only 20% stated ‘yes’ By building their brand’s image can help increase their sales.

Key Messages

• Saving Your Hairlines One Head at a Time!

• Now Accepting New Clients!

• First Exclusive Hair Care salon!

•10% Discount of New customers!

Themes

A Rising Nappy Nation

We want to make your salon experience as unique and memorable as you are.

Lead provider of high quality Natural Hair Care Products.

Channels and Themes

The strategy is to inform students at Savannah State University by using different deliverables through different traditional media platforms, and non-media platforms. These Channels include:

Non-Media

1. Posters

2. Brochure

3. Print Advertisement

4. Class presentation/speech

5. T-shirt

These non-media channels were specifically chosen and strategically picked because they will help in the success of Nappy Hutt: Natural Hair & Braiding Center. Posters were chosen because this will benefit in helping to promote events and will generate awareness and create a buzz. A brochure was chosen because it will contain vital information for the target audience to know about the business and its services that they provide. A class presentation/Speech will be held during a Mass Communications class with students of Savannah State University to help promote and inform students about Nappy Hutt & the importance of natural hair care.

Media Channels

1. Post Card

2. Fact Sheet

3. Radio Commercial

These media channels were specifically and strategically picked because they will help bring student’s awareness to the Nappy Hutt: Natural Hair & Braiding Center. A Fact sheet was chosen because it is a presentation of data that emphasizes key and vital points that individuals should know about the salon. A Post Card was chosen because it will help promote and advertise Nappy Hutt’s appearance on as well as giving important information about Nappy Hutt. A Radio Commercial was chosen because one can get to a mass audience faster and also was as a form of mass media communication.

Calendar of Timeline

List of Skills

• Adobe Software skills- I can create Print Advertisements and create and edit audio and video commercials

• Microsoft Word Skills- I can write in depth research papers and create charts.

• Excel Skills- I can create charts in Excel about my in survey results.

• Google Forms: Fully understanding on how to manage and export a survey out to the public.

• I know how to create an Integrated Marketing Communications Plan and also implement other deliverables.

Campaign Budget

Budget

Emplementation

Deliverables

Brochure

Front of Brochure
Back of Brochure
Implementation for Brochure

Poster

Poster
Implementation for Poster

Print Advertisement

Print Ad
Implementation in the Student Union and King Frazier

Fact Sheet

Implementation for Factsheet

Speech

News Release

Radio Commercial

Radio Commercial Script

In-depth Interview with shop owner

After Interview Picture with the shop owner (Shawntel Waajid)

T-Shirt

Customization of shirt

Campaign Evaluation

Campaign Goal & Objectives

A. The target audience for the Nappy Hutt: Natural Hair Care & Braiding Center was surveyed a second time to ensure the effectiveness of the campaign. This was also a way ensure that Nappy Hutt was given the necessary brand awareness needed to increase sales and recognition. There were two goals that was previously recorded in the campaign to be achieved:

Campaign Goal

Bring awareness and knowledge to students at Savannah State University about the Nappy Hutt: Natural Hair Care Salon & Braiding Center and increase the salon’s recognition and increase sales by 10% by April , 2017.

Target Audience

Savannah State University Students with hair

Objective 1

The first objective of this informational campaign is to raise awareness by 10% about Nappy Hutt on campus at Savannah State University.

A. According to primary research 44%(11) of surveyors had no previous knowledge as to what Nappy Hutt was. With that being said we would like to target students of Savanah State University and the location is very convenient.By the end of this campaign there should atlas be a 10% increase.

The number of surveyors who had knowledge of the Nappy Hutt increased from 44% (11) to a shocking 68.3% (28) after the duration of this campaign.

Implementation Efforts

Brochure: A brochure was made in order to be passed out to students and posted around at Savannah State University's Student Union and King Frazier's event boards. This was done so in a way in order to inform them about what The Nappy Hutt: Natural Hair Care & Braiding Center was and what services they provided.

T-shirt: A T-shirt with the brand name and image was used as a visible and advertising trick to get the attention of Savannah State University students. Pictures and videos were conducted in live action around campus engaging with students informing them on the business and its services.

Posters: Posters was used as an advertisement tactic to to show information like the logo, address, phone number, website, and other important facts needed for a mass audience. Posters were posted on the event section-board located in the Student Union and King Frazier on campus at Savannah State University.

Radio Commercial: A radio commercial was created as intimate form of advertising. To get to a mass audience was the goal using this implementation effort. I tried giving the radio commercial to the school's radio station WHCJ 90.3 FM, but no reply was given back at the proper time.

Print Advertisement: Print Advertisements were used as an advertisement tactic in hopes that students at Savannah State University would be interested about the Nappy Hutt and their services. Print Ads were also posted in the Student Union and in King Frazier; due to that being where the mass amount of students hangout.

Speech: A speech was voiced during an in-class presentation for Ms. Wilson's Mass Communications class, and announced important developments such as new products, services, prices, reviews, job opportunities.

Class Presentation: A class presentation was conducted through powerpoint and presented to Ms. Wilson's class. Important information was given out to the audience then an after-presentation survey was given through a google forms live link.

Methodology

A survey of fifteen questions was open and available to 41 surveyors to take through a google forms link. This survey was a non-random and snowball survey that was given due to the convenience after the in-class presentation. The snowball sampling was chosen because I told others through the GroupMe app to encourage others to take the survey also. Questions within the survey were all multiple choice questions. After the the submissions were finalized the proper data was conducted and analyzed through google forms spreadsheet.

53.7% (22) of after survey comparisons showed that surveyors have noticed advertising in the last two months around campus. Before implementation began results showed that only 20% (5) stated 'maybe' while a massive 72% (18) stated 'no' that they did not see any advertising. Lastly the demographic portion of the survey showed that 100% of the surveyors were aged between the ages of 18-25 and 78% (32) of surveyors were that of female, while only 22% (9) of surveyors were that of men.

Surveys were left open from April 6th, 2017 around 10:30 a.m. to April 12th ,2017 at 2:00 p.m. Participants were given a consent form alongside with each survey so that participants were aware that their answers would confidential and anonymous for the purposes of the campaign. The survey was distributed online through Google Docs link in order to get a mass audience of students who attended Savannah State University.

Findings Comparison

Changes in the Campaign

Conclusion

The objective of my campaign was to increase student awareness of the Nappy Hutt: Natural Hair Care & Braiding Center by 10% of Savannah State University Students by April 30th, 2017.Speaking to students during in-class presentations and posting brochures, Posters, Print Advertisements in the students Union and King Frazier were ways that helped students become more aware of the Nappy Hutt: Natural Hair Care & Braiding Center. The campaign was very effective because the survey showed that students became more aware of the Nappy Hutt than before because of the 28.3 percent increase of awareness after implementation. These were all strategic methods of implementation in order to get the word out about the business and its services that they provide.

Formative Research

In the campaign Saving Your Hairline One Head at a Time, showed me that timing is very important and that everything is time consuming. It took time to gain results from in class and snowball sampling surveys, as well as the proper use adobe software to create and conduct the proper deliverable s that would reach out to the mass audience at Savannah State University. Also throughout this campaign I noticed that everyone won't like your campaign or will want to take the time to try out any services, just depending on the individual. Also getting students to take the survey on time was a minor hassle but overall the campaign was a successful.

My clients were delighted will all of the deliverable's that I created and implemented for them at the end of my campaign. They were interested in telling others about the Nappy Hutt with my deliverable's included. Deliverable included a brochure, Poster, print ad, and t-shirt idea through social media and other forms. My clients conveyed to me that they have been wanting to update their old Posters and Print Ad’s, but never had the time. They will be using my promotional video for the promotion of the salon.

Summative Research

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