Contact: KeAira Lolow
615-295-0246
keaira.lolow17@gmail.com 
For immediate release
Nov. 6, 2018
 
Introduction

 Schiana Williams is a licensed cosmologist from the Nashville, Tennessee area and has started to make her own way in the world in the form of hair and makeup. Schiana has branded herself under the company name SchianaxBeauty and is a developing MUA and hairstylist looking to break into mainstream media. Schiana is motivated to grow her brand and introduce herself to the world. Her goal is to create beauty in everyday life.

Primary Research

• Interview with client
• Produced a survey
  • https://www.surveymonkey.com/r/T8NWSKM

Secondary Research

• Bing
  • Current place of employment at Ulta Beauty as Arch expert at the brow bar.
  • Current Instagram.
  • Trade show information for upcoming event.
• Yahoo
  • YouTube channel
  • Current employment.
• Google
  • Schiana has a booking site on StyleSeat.
  • Found an old Twitter.
• YouTube
  • https://m.youtube.com/watch?v=Q4XirbxhgpQ&feature=youtu.be
  • https://m.youtube.com/watch?v=PlrrRXDaL2o&feature=youtu.be

• Social media search
  • Twitter
    • https://twitter.com/schianaw

• Instagram
  • https://instagram.com/schianaxbeauty?utm_source=ig_profile_share&igshid=quqznnl52ejx
• Facebook
  • Personal Facebook Private to the public
  • Business Facebook for bookings and inquiries.

Research Results

• Background: Born Nashville, Tennessee, and graduated from Oakland High School in Murfreesboro, Tennessee. While at Oakland Schiana studied cosmetology before continuing her education at Paul Mitchell School. Schiana is currently employed at Ulta Beauty, this allows her to practice her craft on a daily basis.
• Message: The message should be directed toward the creative types and those looking to do makeup or just interested in the craft. The market should also be directed at beauty brands that need some more exposure which in turn can be a great way to help grow both brands. There needs to be more of a focus on building a brand and what it means for her to actually be a brand.
• Media: SchianaxBeauty content comes from three main forms of media being Twitter, Instagram and YouTube. Views on YouTube can become a source of income for Schiana if she grows her viewership while remaining true to an overall brand concept.

SWOT Analysis

Strength:

• Has a pre-established client base.
• A strong social media following.
• Branching out in her field.
• Tutorials and one-on-one teaching methods.
• Growing fan base.

Weakness:

• Doesn’t take advantage of her niche.
• No recognizable logo or identifiers that would allow her to be easily identified.
• Low subscriber and follow number.
• Not enough content.

Opportunities:

• Create a logo that allows her to be readily identified.
• New social media coming up immediately upon google search.
• Catch phrase for example Hey, sisters. A possible catch phrase could be Hey, Martians.
• Fanbase names for example The Hive or Barbs.
• Promotion and advertisements.
• Get on the explore pages.

Threats:

• Possibility of her losing relevance if she doesn’t capture a set fanbase.
• No new material to keep people interested.
• Getting too far away from original brand.
• No material other than makeup.
• Old social media post coming back to be a hassle and destructive to Schiana’s overall careers goals.
• Only makeup post not enough showcasing hair as an important part of her brand.

Summary

My client has a great potential to grow and become a big brand. With social media and YouTube making young people social media influencers there is a great chance that she could be a rising star in the making. I wouldn’t change her current media strategies that much, I’d rather grow her current market and ensure she reaches more people. Schiana would greatly benefit from posting things other than makeup to give her social media a little bit of personality, this would go a long way towards making her fan base feel as if they know her.