marketing resources 2017 - smartstyle · - fsi (with coupons) 6.5” x 10.5” - valpak (4...
TRANSCRIPT
Marketing Resources2017
PurposeThe following document has been created to serve as your guide for marketing
support. This document will provide information on items such as creative, signage, grand openings, social media, broadcast media, and more.
IndexMARKETING RESOURCES
SmartStyle Franchise Marketing Resource SiteWebsite, Log In, PasswordFAQs
Imagine Marketing TemplatesWebsite, Log In, PasswordTemplates and SpecsTemplate ExamplesTemplate User GuideFAQs
Graphic SourceWebsite, Log In, PasswordItems AvailableFAQs
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10111213-1415
171819
Index
Walmart ApprovalsWalmart Tag Approval Process
Warehouse ItemsItems Available
DigitalLocal SearchGoogle My Business & Google + Yelp.com
Social MediaFacebook
Gift CardsHow Do I Sign UpCost of ProgramTransaction FeesMovement of FundsMaterials to Support ProgramReportingImportant Phone Numbers
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21-22
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26-2829-3031-33
35-36
38393940404142
IndexCollateral
What is the Collateral ProgramWho do I contact with questions about the collateral program
Additional ResourcesSocial Media ContactsPublic Relations ContactsCustom ArtworkSign SpinnersOutdoor SignageShared Mail ContactsSolo Direct Mail Contacts
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Marketing Franchise Resource Center
The SmartStyle Franchise Resource Center (FRC) is a hosting area for SmartStyle brand elements such as the current model and product images,
grand opening and recruitment materials, logos, fonts, additional print advertising layouts, etc.
SmartStyle Marketing FRC
WEBSITE, LOGIN, PASSWORD
Visit: www.smartstyle.com and select “Franchising Tools” in the bottom footer.
• All franchisees have access to the FRC with their Regis Franchise email address.
• Generic Password is “Regis2017” (please reset after initial login)
• Questions on your login? Contact [email protected].
• All current SmartStyle marketing materials and brand assets are posted to the FRC.
• Marketing materials include brand standards, model and product images, fonts, ad layouts, logos and more.
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SmartStyle Marketing FRC
FREQUENTLY ASKED QUESTIONS:
How do I get my artwork?• Templates can be printed at Imagine and shipped or you can download a high resolution PDF and print locally.
What if Imagine doesn’t have the size dimensions I need?• A template can be resized, if there are no changes to artwork, by calling the Imagine Help Line Link at 1-866-263-3311 Ext. 8015.
What if Imagine doesn’t offer the creative/design I need?• For design needs outside of the Imagine templates you can use any independent design resource of your choice.
Please be sure to provide them with the current brand guidelines which you can find on the FRC website. You can find the SmartStyle logos, fonts, images etc. on the FRC website.
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Imagine Marketing TemplatesThe Imagine Marketing Site is a tool that allows you the ability to quickly create your own marketing pieces using dozens of pre-formatted templates that follow
brand standards, using approved brand headlines, logos, and photography.
Imagine Marketing Templates
WEBSITE, LOG IN, PASSWORD
URL: http://ops.imagineps.com
Username: Email address on file with Regis• All of your salon information will be preloaded.• If you don’t have an email address on file with Regis, you should email
[email protected] with your first name, last name, phone number, email and brand(s) you need to access.
Temporary Password: hair
If you are having problems logging in you can contact Regis Help Desk at [email protected]; 1-866-263-3311 Ext. 8015.
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Imagine Marketing Templates
ITEMS AVAILABLE
What does the Imagine site offer?The templates are continually being updated and refined to serve you better. If you have any feedback, please contact:
Hallie Glenna – [email protected]
Available items include:- Counter Cards - Half Page Flyer (4 locations max, no coupons)- Direct Mail Postcards 6”x4” or 9”x6” - Quarter Page Ad (1 coupon)- Flyer (3 coupons or no coupon option) 8.5”x11” - Half Page Ad (2 coupons)- FSI (with coupons) 6.5” x 10.5” - Valpak (4 locations max, 2 coupons)- Half Page Flyer (1 location, no coupons) - Poster 22”x 28”- Business Cards- Variety of headlines and images
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Imagine Template Examples
½ page ad
FSICounter CardValpak
Postcard
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Imagine Marketing TemplatesTEMPLATE USER GUIDEWhen should I use certain pieces?
Market-Wide, Mass Advertising: These templates are best used for multiple locations, to generate awareness and drive traffic.
• Ads (1/2 page, full page, ¼ page): Use ads in your local magazine or newspaper to create awareness in your market and drive traffic. Typically, due to cost, ads are often used to promote multiple locations.
• FSI (Free Standing Insert): Free Standing Inserts can be purchased through News America. These inserts are distributed along with newspapers to reach a broad geographic area. Offers help drive traffic to your salon. Typically, due to cost, FSIs are often used to promote multiple locations.
• Valpak: Use this template to reach a large number of people in local neighborhoods and drive traffic with coupons in Valpak, a shared coupon mailer. Valpak’s are typically used to promote multiple locations.
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Imagine Marketing TemplatesTEMPLATE USER GUIDEWhen should I use certain pieces?
Localized, Targeted Advertising: These templates are best used for individual, or a few locations, to drive traffic with others. They are best distributed in the vicinity of your salon, within 3-5 miles.
• Flyers (1/2 page, full page, ¼ page): Flyers are good for distributing offers in the vicinity of your salon (i.e. to area businesses) to drive traffic.
• Direct Mail: Use this template to develop either a 6x4” or 9x6” postcard to target specific neighborhoods around your salon. Best practice is to mail 5000+ pieces to likely guests within 3-5 miles of your salon. Direct mail is a great way to drive traffic to an individual (or few) locations, vs. many.
• Poster: Use this template to create a poster for your storefront windows or for displaying posters in designated areas at your center.
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Imagine Marketing Templates
FREQUENTLY ASKED QUESTIONS:
How do I get my artwork?• Templates can be printed at Imagine and shipped to you or you can download a high resolution PDF and print
locally.
What if Imagine doesn’t have the size dimensions I need?• A template can be resized, if there are no changes to artwork, by calling the Imagine Help Line
Link at 1-866-263-3311 Ext. 8015.
What if Imagine doesn’t offer the creative/design I need?• For design needs outside of the Imagine templates you can use any independent design resource of your choice.
Please be sure to provide them with the current brand guidelines.
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Graphic SourceGraphic Source provides external marketing items, such as banners, windsigns,
flexi flags, etc. Graphic Source also accepts custom orders.
Graphic Source
WEBSITE, LOG IN, PASSWORD
URL: www.sssignshop.com
Username: Email address on file with Regis
Temporary Password: haircut1
If you are having problems logging in you can contact Graphic Source at 877-519-6202
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Graphic SourceITEMS AVAILABLE
What does Graphic Source offer?
• Wind Sign and Replacement Panels • Sandwich Boards and Replacement Panels • Window Signs • Banners • Promo Flags/Flexi Flags • Wind Dancers • Stake Signs • Event Tent • Table Throw
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Graphic SourceFREQUENTLY ASKED QUESTIONS
When should I order from Graphic Source?• Graphic Source provides external marketing items such as banners, wind signs, flexi flags and other
items. Graphic Source also accepts custom orders.
How much do item cost?• Item costs are available on the Graphic Source website.
How do I pay for items?• Items are paid for by credit card.
Who do I contact for custom orders?• Graphic Source can be contacted at 877-519-6202
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Walmart Approvals
Walmart ApprovalsThere is an approval process when using “Walmart” in any marketing materials.
Unless you are simply using the word “Walmart” in describing your store’s address, all advertising that mentions Walmart must receive prior approval by Walmart. This includes printed materials, audio materials such as radio advertising, and video assets. In addition, every use of the Walmart logo requires advance approval by Walmart. This process is known as Walmart Vendor Tag Approval or “VTA.”
When using the Walmart logo, you may only use it as a “Located in Walmart” vendor tag. The options for the tag in the visuals to the right. No other use of the logo is allowed, and you cannot change the colors used in the tag. The Walmart tag cannot be used on any advertising that features a discount. Also, the vendor tag must always be placed in the lower right hand corner of the marketing piece.
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Walmart ApprovalsThe SmartStyle Marketing Team will handle the art approval process with Walmart headquarters on your behalf. You should not ask your local Walmart store manager for approval or otherwise request approval directly from Walmart.
If you have marketing materials requiring approval, the following information must be submitted to SmartStyle Marketing at [email protected]:
1. Include a sample of the proposed marketing piece2. Fill out the “Walmart Vendor Tagged Advertisement Approval Form.”
• This form asks you specific questions like, how will the ad be distributed, for how long, in what marketing, how many people will see it, etc. This helps inform Walmart where their tag will be used.
If you are interested in creating your own video or radio spot that mentions Walmart, we suggest you submit the script and/or storyboard in advance for approval.
Questions about the process may also be sent to [email protected].
Following submission, you may be asked to provide additional details regarding how the marketing materials will be used. You should assume the Walmart approval process will take a minimum of two weeks from date of submission.
Example of Vendor Tag Placement
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Warehouse ItemsThere are marketing items available to order in our warehouse. Warehouse
items available are found on the FRC website.
Warehouse Item Examples
Return Policy Sign - Sku #175946
Business Cards - Sku #174145Hours Sign Kit - Sku #173152
Prescription Pads - Sku #180059
Gift Card Stand Insert - Sku #1827021/5/1 Discount Flyers- Sku #183878
Walmart Associate Discount PosterSku #185274
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Digital
Local Search
What does SmartStyle currently do for Local Search?
Maintaining accurate and consistent local business NAP (Name, Address and Phone) across all search engines is extremely important to driving guest traffic into our salons. The search ecosystem is evolving, expansive, complex and requires a comprehensive approach. A broad, consistent, and fresh presence in the local ecosystem helps local customers find you online and in person.
SmartStyle is working with Sweet IQ to greatly improve our brand search results. With this partnership, you will continue to update your salon address, phone number and hours via the salon detail admin tool on SmartStyle.com then your salon information will be sent to Sweet IQ every night for updates.
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Local SearchSweet IQ software improves our ability to…
Claim & Optimize Map Listings and quickly distribute to Internet directories:• Optimizes local business listings for consistency on Google My Business*, Yahoo Local, Apple Maps, Bing, Factual, Foursquare,
Yellowpages.com, Superpages.com, as well as aggregators such as InfoGroup, Acxiom, and Neustar Localeze• Single content management system to optimize and bulk upload all of your location information• Direct links from map listings to optimized local landing pages for better user experience and increased visibility • Save time by managing local online presence by publishing directly and indirectly to more than 200 sites, directories and GPS providers
(Please see slide 3 for a list of sites, directories and GPS providers)
*If you have already claimed your location on Google, the Sweet IQ feed will not supersede your information, you will need to continue to update your own information in Google.
Please contact [email protected] to learn about transferring ownership of your Google My Business listing to be managed daily by Regis Corp or if you have questions about your salon’s online presence.
Please include the following information: SmartStyle, salon number, city and state.
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Data Syndication411.com411infoAddresses.comadsquareAdvice.comAllpages.comAmazonAnyWho.comApartmentfinders.comApartmentGuide.comApple MapsAroundMe.comAtlantaNewHomesDirectoryAutomotive.comAvantarAvantar B2B YellowpagesB2ByellowpagesBingBuffalo NewsBusiness Directories of TexasBuzzBoardCapital OneCapitol BroadcastingCentzy.com
Chamberofcommerce.comCirrus Media hotfrog.comCity Brand MediaCityData.comCitysearchClarity CRMClassifiedAdsCole InformationComcast.net SearchConsolidated Communications (consolidateyp.com)Contextuads.comContractors.comCouponCabinD&BDatabanqDataSphereDealsplusDensoDexDexKnowsDistribution Partners of our Direct PublishersDMV.orgEarthlink.com
EarthYellowPages.comEatingpages.comEcho PagesEggZack.comElocalEmergency Communications NetworkEventfulExtraYellow.comezlocal.comEZToUse.comFacebookFindLaw.comFindTheBest.comFirst Street LiveFoursquareFwixGarminGC ServicesGiftCards.comGlobal Net CommunicationsGoLocal247.comGoogleGravyGroupon
GuildQualityHaines and CompanyHello Metro Herald.comHEREHIBUHomesandland.comHookLogicHotfrog.comHouzz.comHubbiz.comIndeed.comInfluensterInfoCodeInfutorInproximityInsiderPages InteliusIntuit/BoorahJAHLJiyoJournal CommunicationsJust DialJust My TownKeyRingKGBKidbook Limited
Kudzu.comLawInfo.comLexis NexisLiveLocal.netLocal | IDLocal.comLocalDirectoryGuide.comLocaledge.comLocalHometown.comLocalsearch.comLocationaryLooksmart.comLSSI/Volt DeltaMagellanMagicyellow.comMapMyRunMapquest.comMasterCardMaxPoint InteractiveMetroland PublishingMetropolist.comMojoPages.comMoveMyCoupons.comMylocalheadlinesMyLocallyMyMove
Nearfire.comNexstar BroadcastingNextdoorNezibo.comNinth DecimalOnStarOur Community DirectoryOwnLocal.comParkourPlacecastPlacedPlaceIQPlaid.comPlans in PlacePorch.comPremierDoctors.comRadius IntelligenceRealtor.comRehabs.comReputation Management LLCReveal MobileRocket FuelSearch InitiativesSearchbug.comSeekitlocal.com
Senese360SEOmozSkyhook WirelessSnagAJob.comSocialRadarSoleo CommunicationsSoleSolutionSpotzotSuperpages.comSurvey SamplerSwitchboard.comTasteful IncTechnoComTelemessageTelerouteTomTomTravidiaTributes.comTripAdvisorTrueCarTruProTwitterUberUrban4MUSLocale.comUSyellow.comVendAsta
Verizon NavigatorVernon PublishingVerveMobileVeveoWalkscoreWatsnear.meWebPageFXWeZipCode.comWhitepages.comWikiocityWorld MediaYahooYahoo LocalYaSabeYellowbook.comYellowbotYellowPageCityYellowpages.comYellowusa.comYelpYodleeZappeninZenrin Zidster.comZipcodez.comZIPLIST
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Google My BusinessGoogle My Business gets you in front of your customers. You’ll stand out, whether people are looking for you on Google Search or Maps. Customers find the right info, right at their fingertips — and can get in touch with just a click.
How does Google My Business benefit my salon?• When the Digital Team creates listings in Google My Business (GMB), the listing is
automatically verified and its data is fed to the entire Google ecosystem, including Google Search, Google Maps, Google+, Google Earth, and Google Mobile Apps.
• With updated GMB basic listing information, guests always see the latest information about your location when searching from any Google application or device
• As a franchisee, you have the option to view analytics for your GMB listing, add content to drive search results, and respond to guest reviews.
What is my role in managing Google My Business?• Franchisees need to ensuring accurate information about their salon locations in the
Salon Detail Admin site. • Franchisees need to respond to guest reviews in a timely manner.
Where can I find out more information on Google My Business?For more information on Google My Business, please see the GMB Basics & How to Respond to Reviews document on the SmartStyle Franchise Resource Center. For additional questions, email [email protected].
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Google PlusGoogle Plus provides the opportunity to engage with your guests by posting content and promotions.
What is Google Plus?• Google Plus is a Social Media Platform. It’s similar to Facebook in that just as Facebook shows
you what your friends LIKE, Google Plus shows you what your contact +1. • Recently shifted to be a more focused “community” like Pinterest where people can engage with
other like-minded people around a specific topic (e.g. Hair trends)• When your salon’s Google My Business listing is created, a Google Plus page is automatically
created and can be accessed via your Google My Business dashboard (see step-by-step instructions below).
What is my role in managing my Google Plus page?• Post photos of your location to your Google+ page• Add a Google+ link on your salon detail page (to do this, use Salon Detail Admin)• Post regular updates and encourage your guests to write reviews• Start a collection (such as model images). Collections are similar to Pinterest boards.
Where can I find out more information on Google My Business?For more information on Google My Business, please see the Google Plus Page Basics on the SmartStyle Franchise Resource Center. For additional questions, email [email protected].
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YelpWhat is Yelp.com?Yelp is an online urban city guide that helps people find places to eat, shop, drink, relax and play, based on the informed opinions of an active community of locals in the know. Yelp is the way to find, review and talk about what's great — and not so great — in the world of retail. It is the 2nd most popular app on smart phones and the beauty and spa category is the 2nd most popular category on Yelp.As part of SmartStyle Yelp partnership, your location’s basic information will be kept updated, your profile will include Enhanced Features like a photo slideshow, and you’ll be able to manage your own page.
How does it benefit my salon?Having a profile on Yelp provides several benefits:• Yelp users can find you and learn about you• All guests can find you more easily, as Yelp profiles often rank highly on search engines like Google• Yelp information is embedded in Apple Maps, so anyone who uses an iPhone or iPad has quick access to your
Yelp profile• Yelp location information feeds Yahoo & Bing search results
Where can I find out more information on Yelp.com?For a complete guide on how to use Yelp.com, please see the Yelp overview document on the Franchise Resource Center. For additional questions, email [email protected]
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YelpHow do I access my Yelp.com account?
• Yelp pages are set up after your salon opens and are generated on the 1st and the 15th of each month.
• An email with the subject “Welcome to Yelp Business Owner Account,” will be sent to your primary email address on file with Regis.
• Your username will be your primary email address on file with Regis and your password will be one that is set up yourself by clicking on the link in the Welcome email from Yelp.
– If not found, look in Spam folder or search for [email protected]
• To log in, go to biz.yelp.com• You will be able to add content to your profile, respond to guests
on Yelp, and see your Yelp Dashboard
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YelpYelp and SmartStyle
Management of basic information for each location• Address, phone, hours, website link, updated daily• Logo added as a photo – having at least one photo doubles the time Yelp
users look at your profile
Enhanced profile features• Photo slideshow• No ads on your profile page• Call to Action message and button
• If you would like to customize your offer please reach out to [email protected]
The ability for Franchisees to manage their own page• Add information and photos from their location• Respond to Yelp users, publicly or privately
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Social Media
Facebook is one of the world’s largest social media platforms with over 1 billion members. Over half of the US population has a Facebook account. Facebook is a social media application for desktop and mobile devices that allows users to follow their favorite national brands and local businesses, interact with a brand or business, check-in and share your salon’s location, rate services, and share updates.
SmartStyle has a national Facebook page that generates awareness for the brand. Your local salon Facebook pages generate awareness of your location.
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FacebookHow does Facebook benefit my salon?• Having a Facebook page has several benefits:• It will help drive traffic because people can follow your salon• Your page acts as your local web page – it includes salon hours,
phone number, location and parking information• It helps generate local awareness of your location via guest checks
ins, page interaction (posting and updates), recommendations and reviews
• You can track salon traffic via check-ins
How do I access my page?• Regis provides a Facebook page for your specific salon location that
lives under the SmartStyle brand parent page.
Who do I contact with questions about Facebook?• Evans Larson (Elizabeth Pavlica) at 612-338-6999 or
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Gift Cards
Gift CardsGIFT CARDS
How do I get signed up for the gift card program?Once a salon phone number is established and you are two weeks out from opening, contact [email protected] to get set up with the program. Our Gift Card Manager, Marie Broos, will send you required forms to complete and return prior to gift card set up with our processor. Once set up with our processor, you will receive a division number for you to provide SuperSalon to complete POS setup.
The following forms will be provided for setup of the gift card program:
• Participation Agreement: Defines the terms of the partnership between you, Stored Value Solutions (SVS) and Regis Corporation.
• ACH Authorization Form: Provides SVS with the banking information needed to initiate funds movement between you and other franchise owners, should any cars get redeemed at multiple locations.
• iConnectData User Form (first tab w/in iConnect-Salon Form doc): Allows SVS to set up users from your franchise group so they can access reporting and the online transaction features at ws.iconnectdata.com.
• Salon Assessment Form (second tab w/in iConnect-Salon Form.doc): Helps SVS and Regis determine what download and/or equipment you may need for processing gift cards.
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Gift CardsGIFT CARDS
What are the gift card program costs?Transaction Fee $.1425 (any swiped/scanned/keyed transaction through your POS/terminal)NSF (non-sufficient funds) Fee $.05 per cardTerminal Download (as needed) $45/download
How do I pay for my transaction fees? And the redemptions?On the 6th of each month, SVS will initiate funds movement via ACH for the previous month’s activity. You can review reports online the 1st of the month to preview the dollar amount that will either be pushed or pulled from your account on the 6th. You bank statement will reflect two postings that result in a net settlement, which should match the total shown in the Total ACH Report (recommended to view on the 1st of each month).
**If you are changing bank accounts, or opening/closing a store, it is CRITICAL that you contact Marie Broos at 952.947.7494 or [email protected] to update your profile.
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Gift CardsGIFT CARDS
How do gift card funds move?
• When you activate a gift card in the salon, you collect the funds for the card and deposit it into your bank account along with your other daily deposits. The gift card funds stay in your bank account until the card is redeemed.
• If the gift card is redeemed in your salon, there will be no money movement from your account.• If the card is partially or fully redeemed, the funds for the redemption will be pulled from your account and pushed into
the other franchisee’s or corporate’s bank account.• If only part of the gift card is redeemed, the remaining balance will reside in the original franchisee’s bank account until it
is redeemed again.
What materials are produced to support gift cards?Currently there is a gift card display stand and gift card sign that you can order through Franchise Products Sales. These two items are:
Gift Card Stand – Sku #156288Gift Card Sign – Sku #182702
If you would like any additional materials, they can be produced via Imagine.
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Gift CardsHow do I log in to run my gift card reports?SVS reports and OSI (Online System Interface) reports can be accessed at ws.iconnectdata.com.
Username and Password will be sent to you via email from iconnectdata.
If you are having problems logging in you can contact Stored Valued Solutions.Contact numbers on page 44.
What reports can I run on OSI?To go to OSI, select OSI from the Tools tab. You will be prompted for your Group ID, User ID and Password. OSI allows you to research card history and balances and perform credits, debits and mass valuations/devaluations (based on your authority).
Additional Report Information• When running reports, please remember:• When choosing “Report Type”, Gift Card Reports (PDF delivery) and Data Reports (Excel delivery) will both show the same reports,
they are simply delivered in different formats. It is recommended you leave this dropdown at “Any Report Type”, you will then see each report in both formats, and you can choose PDF or Excel (some exceptions).
• Under “Division”, you should only see divisions assigned to your franchise operation.• When entering the “Start Date” and “End Date”, you are asking to see reports posted within that time frame. It is NOT a date-range
query for actual activity within those dates.• When viewing a report, you will always see the report name, date and the division across the top of the report.
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Gift CardsIMPORTANT CONTACT INFORMATION:
Franchise Product Sales 1-800-3030-3801
Gift Card TeamMarie Broos 952-947-7494
[email protected] or [email protected]
POS SupportSuperSalon 1-888-458-1001
Store Value Solutions (SVS) NumbersFranchise Help Desk 1-877-260-7002Franchise Terminal Support 1-800-833-6190IVR Balance Check 1-877-887-3447IVR Redemption 1-800-699-5734
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Collateral
CollateralWhat does the collateral program consist of?
Bi-Monthly Promotional Kit
Bi-Monthly signage featuring product promotions, service promotions and general brand/sale messaging.These are sent out to your location every other month.
Annual Merchandising Kit
Annual Merchandising kit includes various promotional 22x28 posters, banners and shelftalkers.
Who do I contact if I am missing collateral pieces?
Jason [email protected]
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Additional Resources
Additional Resources
CONTACT INFORMATION
Who do I contact for Social Media or Public Relations questions?• Questions can be directed to: Elizabeth Pavlica – [email protected]
Who do I contact for custom design work?• You can work with any independent design resource of your choice – please provide them with SmartStyle brand guidelines
found on the FRC website.
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Additional ResourcesVENDOR CONTACT INFORMATION
Who do I contact for Sign Spinners
Advent Visual: Toni Lynn Semeah – [email protected]; 866-408-1163 ext. 77
NMB: Frank Yon – [email protected]; 954-777-9998
Aarrow: Joe Ambert – [email protected]; 619-609-SPIN
Advance Advertising Promotions: Dennis Kaiser – [email protected]; 562-900-9957
Who do I contact for outdoor signs and posters?
Graphic Source: Mike Rush – [email protected]; 952-836-1871
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Additional ResourcesWho do I contact for collateral?
Regis: Jason Fehring – [email protected]. 952-947-7467
Who do I contact for shared mail?
Valpak: Josh Jameson – [email protected]; 651-332-5309
Valassis: Sara Weber – [email protected]; 952-924-9868
Money Mailer: Mike LaCombe – [email protected]; 815-277-6347
Clipper Magazine: Mickey Balo – [email protected]; 888-569-5100 ext. 4292
News America – FSI: Alia Krusniak – [email protected]; 612-395-7346
Who do I contact for direct mail?
Direct 2U• Becky Woodington: [email protected]; 720-203-3588• Stephanie Pohar: [email protected]; 712-580-5082
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