city salon
TRANSCRIPT
Meet the City Team
Hayley HinsonAsst. Account
Executive
Lauren Klopfenstein
Strategist
Braxton Bodenhamer Copywriter
Arturo RodriguezArt
Director
Chandler RumseyAccount
Executive
Table of Contents 4
Brand Introduction5
Swot Analysis6
Target Audience7
Creative Brief 8
The Problem & Summary9
Campaign Direction 10
Communcation Goals11
Tactics 12-27
Creative Executions28
Measurements of Success29
Future Suggestions
Brand Introduction Beauty with a purpose, education, and excellence. These are the three principles that de!ne City Salon.
BEAUTY WITH A PURPOSE: This business is devoted to style, advanced technique, and giving their clients not only a beautiful look, but also a boost of con!dence. They strive to promote “beauty with a purpose” in order to empower their clients to not only look their best, but also to feel amazing. This is more than a surface level brand.
EDUCATION: City Salon embraces the philosophy of equipping clients with the knowledge to maintain their true beauty through workshops. The goal is to provide insight so clients can reach their true potential and gain as much as possible from their experience. The stylists at City Salon are constantly participating in workshops to learn new techniques in order to keep up with the trends within the industry. Knowledge is an important component that drives this brand.
EXCELLENCE: Ultimately, this salon strives to be an industry leader. By building the knowledge of both their clients and their sta", City Salon is striving to reach the top through constant exposure. They make a point to be the best without being pretentious. This warm, down to earth atmosphere provides top notch services while focusing on what they truly love: hair.
The owner, Olive Hebert, has dedicated her business to beautifying Athens and bettering the community through innovative ideas and philanthropic endeavors. Thanks to her constant community involvement, partnered sponsorships and events are continually growing and opening doors.
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SWOT Analysis Strengths
Access to cosmetology methodology provided for City Salon StylistsSta" is in tune with latest hair technology and techniqueOlive is well-connected and within communityOlive is knowledgeable about social media Unique service o"ering of Balayage
Opportunities
Distance from downtown opens doors to surrounding Athens’ locationsCompeting salons experiencing lack of businessConstant entry of new College Students Sorority VisitsRoom for new advertising mediums
Threats
No downtown locationLow in search resultsMultiple salons with downtown visibilityCompetitors established within college market
Weaknesses
Disorganization of social media contentNo concrete budgetLimited advertising mediumsCost of workshops
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Target Audience Primary Audience:College Females (18-25)
Olive reallywanted our perspective on the college market and often utilized our knowledge to better understand these prospective consumers. This group was our focus throughout our campaign.The majority of these college females are UGA students who do their research on salons and care about their hair. She is not the typical girl who chooses the salon of convenience, but instead the type who wants a salon they will routinely visit because they trust it. This group is comprised of women who want to learn more about how to style their hair, so they can recreate it at home. These are the types of consumers who aren’t as concerned with price, but do care about getting the best service they can. These women also want a relaxing and down to earth experience when they get their hair done.
Secondary Audience:Females (28-40)
The majority of City Salon’s clientele falls in this age demographic. These women are young adults who are starting families and careers. They care about beauty, current trends, and looking their best. They are regulars at City and have a particular stylist that they frequent. They live fast paced lifestyles, enjoy the atmosphere of City Salon and love the way they feel when they leave. They are less concerned with price and more concerned with amazing results and quality customer services. Many of these women have formed relationships with the City sta" and are therefore the demographic that is most likely to attend workshops and events.
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Creative Brief Client Name: City Salon and Spa
Key Fact: Many Athens locals want a salon that o"ers skilled and knowledgeable stylists, who are trained in the latest fashions and
trends. These consumers want great service, beautiful results, and to feel amazing as they leave. Clients are also curious about the
beauti!cation process and want to learn to do it themselves.
Consumer Problem: Consumers are unaware of where to go to !nd the most talented stylists trained in the art of beauty techniques.
Objective: To better understand what media our target market is utilizing in order to build brand awareness. This can be measured
through social media followers as well as actual bookings. It is our hope to inrease social media following by 10%.
Target Audience: College students (18-25). This demographic is comprised of females aged 18-25. They attend UGA or the other
nearby colleges and lead fairly busy lives. Although they are in college, they have some disposable income from jobs or parents. They
try to keep current with fashion and pop culture trends. Many of them are also involved in greek organizations and will go to salons
before their formals or date nights.
Target Insight: “I’m fairly new to Athens. I’ve been just getting my hair done when I go home to visit my parents, but the time has come
for me to !nd a stylist of my own. My girls all go to di"erent places and I’m having a hard time choosing. I’d really like to !nd a place
that not only can keep me looking hawt, but is also laid-back and cares about me. After my heavy class load and job, I need a place I
can relax at.”
Promise: City Salon and Spa is dedicated to providing each and every client with “beauty with a purpose.” Each client will leave City
Salon and Spa with an amazing look, more hair knowledge and an air of con!dence.
Support: City Salon and Spa o"ers a wide variety of beauty services and a highly educated and experienced sta".
Mandatories: City Salon logo, City Girl logo, citysalonathens.com, social media 7
The Problem & SummaryThe Problem: City Salon struggles with overall organization, especially in regards to their social media content, website, and online presence. As a business owner, Olive has an overwhelming amount of tasks to complete everyday. With that said, sometimes her social media e"orts fall low on the priority list. Understanding the purpose for each social media website and understanding what content her target market wants to see is the underlying problem in which Olive looked to our team. She needed help organizing social media schedules and also planning a series of workshops to further her “beauty with a purpose” cause.
Summary: City Salon and Spa completely opened up their arms to our ideas, creative ambition and tactics. Though City Salon is Olive’s livelihood, she allowed us to think outside the box and bring her anything and everything created. We learned a great deal about hair, met intriguing people, and became a part of the City family. After collaborating with Olive, we decided to tap into the college market by raising awareness through social media promotions and improving City’s online presence. We also were inspired by City’s “beauty with a purpose” cause. To promote this idea, we created a series of workshops to show City’s values and commitment to not only making their customers beautiful, but also to help them grow as people.
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Campaign Direction Our campaign direction is to set City Salon and Spa apart from all other Athens salons. We want to create a distinct reputation for City as a salon that not only provides extremely experienced stylists, sophisticated technique, and beautiful results, but also a team of stylists that care. City Salon is dedicated to the cause of “beauty with a purpose” and providing clients with the enough knowledge so that they can recreate the way they feel leaving the salon in their own homes. This boosts con!dence, makes clients feel beautiful, and brings clients back to City time and time again. Our goal is to help organize City Salon’s e"orts to promote their cause and their services. We also want to help them achieve all of these goals through mediums that matter. City Salon wants to speak to its audience the right way and through relevant digital platforms.
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Communication GoalsTo raise awareness of City Salon’s “beauty with a purpose” cause amongst female college students.
Social Media (Facebook and Instagram)To serve as a major platform to help promote her workshop serviceKeep users up to date on relevant hair industry trends
AdWords Campaign To increase awareness of the brand at an a"ordable costBoost online visbility to make up for distant dowtown locationDrive consumers straight to their home web page
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Tactics Social Media
Compiled monthly social media calendars with suggested content and direction Created an instagram video to promote City Salon’s new websiteImplemented creative content for social media for Olive to use to promote workshops: Instagram and Facebook #yersSample postings: “Award worthy Hair” and “Braids we love”
AdWords CampaignImproved City Salon’s search results and online presence
Other Promotional Materials:Produced a promotional video to help bring attention to workshopsCreated a brochure to further educate clients on the art of BalayageDesigned a series of workshops (usually 2 a month), to promote “beauty with a purpose”, and build stronger relationships with themSurvey distributed to receive workshop feeback from participants
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Creative Executions
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Social Media Calendars13
Mother-Daughter Workshop in partnership with Treehouse
WebPrint
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Mother-Daughter Workshop Event15
Mother-Daughter Workshop Video :5416
Braiding Workshop Promotion 17
Water Color Obsession: Rebranding City Salon 18
ExistanceSt. MarieLeague Gothic!"#$%&'$(
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Blowout Promotional Flyers 19
Mock Website
Home Contact Our Team Online Booking Workshops
BEAUTY WITH A PURPOSE
About Workshops
Frequently Asked Questions
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Blowout Workshop3/19/14
$40
Saturday Blowout Workshop 3/20/14
$40
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New Website Promotion 21
New Website Social Media Video :1522
City Salon Brochure 23
WELCOME Balayage
City Salon + Spa’s philosophy is rooted in beauty with a purpose. We believe in providing comfortable, unpretentious environments where our guests can receive memorable, luxury services that inspire beauty and well-being. With purpose behind our craft and relationships, we strive to be a beauty industry leader by
inspiring and helping our clients to glow from the inside out.
City Guests should expect relaxing, restorative services that are deeply rooted in excellence, education, and beauty with a purpose.
Services
At City Salon + Spa we offer a wide range of services to help you shine. Beyond haircuts we also have many spa treatments such as waxing, tanning, and facials. We also LOVE celebrating marriage and we’d love you talk more about how we best serve our bridal parties.
Not to be confused with trends like “ombre” and “hair painting,” Balayage is a French coloring technique, meant to achieve more softness, more illumination, and more shine. Our team of stylists is intensively trained in the art of balayage.
100 Athens Town Blvd.Suite 1AAthens, GA 30606
BEAUTY WITH A PURPOSE.
Workshops
Hours:Monday: 10-5Tuesday-Friday: 9-7Saturday: 9-6
Contact
Follow us online! @CitySalonAth
At City Salon + Spa we believe in providing beauty with a purpose. Rather than merely providing services for our guests, we are also dedicated to giving our customers the skills and knowledge they need to look beautiful whenever. We host workshops fairly often where our guests can learn to give themselves many of the services which we provide.
photos by Scobey Photography
Workshop Surveys
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City Salon Workshop Survey
1. Where did you hear about this workshop? a. Friend b. Poster c. Facebook
2. Did you enjoy this workshop?
3. Are you likely to attend another workshop by City Salon? a. De!nitely b. Maybe c. De!nitely Not
4. If you did enjoy this workshop, what did you like speci!cally?
5. What could be done to improve City Salon workshops?
Google AdWords Campaign
Searched for the query “Salons in Athens” Ciy Salon not shown until second pageNeed greater online visibilityFew competitors bidding o-n keywordsPresented campaign idea to OliveCampaign Details:
$30.00/2 weeks$2.14/dayCPC/day: ranges $0.75- $1.50Number of clicks: 3-5
Step one in process was to optimize her website for higher quality scoreStep two was to create online campaign “Ser-vices”
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Google AdWords Campaign - Keyword Performance
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ADPR@UGA Article
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Measurement of SuccessAdWords CampaignBalayage AdGroup1 week 39 impressions 1 click
Social MediaInstagram followers411 likes as of 4/8Started with 299
WorkshopsResponded to survey feedbackCondensed workshop participant sizeMore hands on experience for usersIncreased products purchased from City Salon
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Hair Cut AdGroup5 Days412 Impressions3 Clicks
Total CTR: 0.67%Total Impressions: 451
Facebook followers 1,242 Likes as of 4/8Started with 986
Future RecommendationsCity Salon should continue monitoring and investing in the AdWords campaign. The amount of impressions they’ve gained throughout a two week period have already had an immense impact on their online presence. Olive can also continue to introduce new AdGroups and keywords to speci!cally target any of the other services City Salon o"ers. The social media calendar is an organizational tactic that keeps Olive’s online content interesting and relevant. This tool has helped Olive understand what content to display on speci!c mediums while also assisting her throughout the brainstorming process. Since rebranding consumers have openly stated how much they enjoy the new look and feel of City Salon. We advise she continue using the brush stroke elements and pastels when posting content on social media. This has also enabled a more cohesive look for the brand as a whole. The workshops have served as a great entry point for people to learn more about City Salon and their passion for hair. After reducing the size of the workshops more participants have signed up and had more positive feedback about the workshop experience. Olive should continue o"ering workshops because the smaller size has resulted in more personal connection to their consumers.
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BEAUTY WITH A PURPOSE