A new salon was due to be launched that would bring the exclusivity of a city hair salon to a small village location on the outskirts of Cheltenham. We were tasked by the management team to create a marketing strategy that spread across all marcoms channels to support the business development plan and raise local awareness of the new salon.
Following initial liaison, we began by building a profile of the target audience for the Salon and researching the competition servicing this demographic. The marketing strategy was created alongside the management team based on the results of this analysis.
The marketing and creative team worked together to create a new name, logo and brand for the salon, as well as a website, marketing literature and an advertising plan. In addition a PR and Social Marketing strategy was created to continue the marketing communication.
The results of the marketing activity are measured on a regular basis and following the launch Scene – The Salon has enjoyed an influx of new clients, a wider client profile and a very active social marketing channel.
Social media plays an important role in promoting the Scene brand to clients and potential customers in the Salon vicinity. Through our activity on Twitter and Facebook, Scene engages with clients providing trend tips, advice and publicising exclusive discounts for social media followers. Links to the social media platforms feature on all advertising and marketing literature to ensure all users are directed to Twitter and Facebook, ending their journey at the website.
The PR requirement for Scene includes organising placement in local publications as well as trade titles. Coverage has ranged from pre-opening publicity to salon reviews and post-launch product placements. Alongside publicity efforts, the PR activity includes the organisation of Open Day events at the Salon, drafting industry blogs for local magazines, creating affiliate partnerships and investigating sponsorship opportunities.
Scene required all new printed material to complement their new brand. We began by creating all the necessary business stationery – business cards, price lists, vouchers and appointment cards.
We were also responsible for branding the new salon with signage as well as organising Salon and team photography to be used within the Salon as well as in advertising, PR, social media and on the website. Additional photography has been planned to showcase the Salon work in a gallery which can be shown on the website and Facebook page as well as promoting the business through advertising and localised direct mail campaigns.
The majority of clients will research a new hair salon before making a booking. For this reason it is important that Scene – The Salon be professionally represented on the Internet. We began by designing a template which would not only represent the services of Scene, but also engage the user on their journey through the site. We built the website using an industry leading content management platform allowing website content, including price lists, to be quickly and easily updated by the client.