mkt456 spring 2017 Prepared by Polish Advertising Carley Baker, Abbigael Bryant, Josie Harms, Linda Huynh, and Brad Soza
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situation a n a ly s i s
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I . S I T U AT I O N A N A LY S I S a. target market assessment
For our clients, we are focusing mainly on young professionals, between the ages of 25 and 35. We also believe targeting females primarily will give us the biggest return for our marketing investment. Polish Advertising believes that narrowing our market down into psychographics, or personality traits, will help us segment our market even more. We want to focus on women who make routines and keep them, women who are looking to keep up with fashion trends, and women who are established in their careers. We believe that focusing on women who make routines will help encourage loyalty to Vivo, and help build customer retention. We also believe that targeting women who keep up with trends in the fashion industry will help ensure that Vivo’s overall feel of being upscale and on the cutting edge of their field will land with our target audience. Polish believes that targeting women who are established in their careers is ensuring that they will not be taken aback by the price point of the services offered. We will not be emphasizing a competition on price, even though Vivo is competitive with other relevant salons, because that would mean we would be priced lower than other similar salons, which is not accurate. By targeting women who are established in their career, we are ensuring that they have a disposable income to play with when it comes to services that may be considered extra perks. Another point we want to search for in a target audience is that they also value a sense of community or philanthropy. This is going to be our main focus since our campaign is going to be centered around valuing the client, stylists, and community.
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b. competitive assessment
Strengths • Pricing: Vivo is competitively priced among the Springfield market • Atmosphere: new, unique building with a fun and inviting mid century modern decor • Location: a new location that has the potential to connect with a new clientele • Products used: Wella and Arrojo products
Opportunities • Online Booking: the focus group responded strongly about wanting online booking • Text Message Booking/Reminders: the focus group responded strongly about wanting text message booking and reminders • SEO: increase the search engine optimization to increase Vivo’s standing on search engines
Threats Weaknesses • Atmosphere: some customers might not enjoy the at- • Competition: the other salons in the area could become just as unique and competitively priced as mosphere of the new decor they are • Location: potentially lose customers who do not want to • Studio 417 travel to the new store • Indie Blue • Social Media: there is a need to create a new unique so• Honey and Hive cial media campaign • Karma • Online Presence: need to create a more prominent on• W3 line presence
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c. positioning statement
Providing clients with stylish, professional and creative hairstyles for important events or everyday errand running. Polish Advertising believes that Vivo provides a valuable service to the Springfield, MO area. We believe Vivo offers valuable opportunities for women and men to look their best at an affordable cost, all while helping the Springfield community. Polish will use this position to accomplish the objectives of increasing client engagement on Facebook and Instagram, as well as the number of followers, and all of their community involvement objectives. The most important objective we want to focus on is their community involvement as a way to give back. d. objectives
• • • • • • • •
Increase client engagement on Facebook by 500 people by January 1, 2018 Increase client engagement on Instagram by 500 people by January 1, 2018 Increase followers on Facebook by 100 people by January 1, 2018 Increase followers on Instagram by 100 people by January 1, 2018 Volunteer for 3 community programs by December 31, 2018 Donate $1000 to community programs by December 31, 2018 Rank 3rd on Google Search by March 1, 2018 Increase second time customer visits by 30% by January 1, 2018
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e. measurement
We plan on measuring our first three social media objectives by simply calculating the average engagements over the last three months and then adding 500 to it for Facebook and Instagram, then averaging every three months until January to see if we are on target. For followers, we will simply set the target at 2,147 followers for Facebook and 1,412 for Instagram. To measure the objective about volunteering, we will simply set up a schedule and be sure that we are setting up 3 different volunteering events by December, and growing from there. Polish also believes that building $1,000 in donations to different community programs is beneficial and easily achievable. Since the donation objective is set for the end of January, we would begin the bidding cycle promotion a month before the donation will be made. The bidding would be based on client bids on a hair service with the intention of donating the proceeds to the current charity that Vivo has chosen. We would achieve our goal of ranking third by utilizing SEO and using a specialist to get it started. We would suggest measuring this by doing periodic Google searches of Vivo using keywords and tracking when Vivo moves up in rank. Finally, we would measure our objective of customer retention by counting the coupons that are handed in and converting that to a percentage based on the number of first time customers. More information on the coupons is outlined in the Accomplishes Objectives section.
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f. research quality and assessment
  The research we did for Vivo included an interview with Tasha and Lori, as well as a focus group that covered a variety of age groups to give us a more diverse coverage of the possible target markets. We felt that each of these research methods provided valuable information that helped us to brainstorm some interesting ideas that will help in the rebranding. One of our group members also went and had their hair styled to get an idea of how the salon runs on a daily basis. We also interviewed a former receptionist from Vivo who continues to be a regular client and gave us a more detailed understanding of Vivo’s mission. From our research, we were able to get an idea of how Vivo runs on a daily basis and new ideas they would like to implement from the viewpoint of a previous employee. We feel that this information is also valuable and helped us to generate new concepts.
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II
media
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II. MEDIA a. vehicle and media choice rationale
One of the media vehicles we chose to use was Google AdWords. We believe that using AdWords will boost the presence of Vivo’s website on different search engines. Vivo is currently ranked 5th when you Google relevant keywords, and we want to rank in the top three. We want to use AdWords to achieve this goal. Outlined in the budget, we set aside $3,000 per year. With this money, we plan on allocating $9.59 per day on various relevant keyword bids. We highly recommend looking into hiring someone to help with AdWords on a project basis. This money can be split into a few smaller projects every year and should be repeated for several years to maintain the ranking. Another media vehicle we want to use is social media. For Facebook, we are allocating $1,092 per year, or $7 per day, 3 days a week, for various advertisements. We wrote some mock up advertisements in the Creative Production section. For Instagram, we allocated $2,600 a year, or $10 a day. We allocated more for Instagram than Facebook simply because we believe that Instagram is where our main target audience is. For Pinterest, we wanted to convert the usage from gathering a following to using it as a portfolio and inspiration board for each artist. We created some samples in the Creative Production section. We will also be utilizing cards for various occasions. For right now, we have direct mail, such as Thank You and Holiday cards, to send to clients. The Thank You cards would be for first time clients and would include a discount code for a salon service. The Holiday cards would be sent only to loyal clients, and would be personalized for them. There are samples in the Creative section.
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b. flighting schedule and budget
We concluded that the best approach to take for the media strategy would be the pulsing schedule centered around the season changes with an emphasis on Christmas and other major holidays. We allocate an increase in social media posts and SEO usage during peak holiday seasons. During the season changes, we want to place more emphasis on coloring services due to the high popularity during those times. Summer is wedding season, so increasing promotion then would be beneficial as well. And during slower seasons, incorporating giveaways and discounts could lead to more followers and reach. Our weekly posting and social media advertisement sharing goes as followed: Facebook: Monday: 3–5pm Tuesday: None Wednesday: None Thursday: 1–3pm Friday:1–3pm Saturday: None Sunday: None
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Instagram: Monday: 12–1pm Tuesday: 12–1pm Wednesday: 12–1pm Thursday: 12–1pm Friday: 12–1pm Saturday: None Sunday: None
In regards to the budget, we have come up with a brief and effective budget to work with. Facebook Sponsored Ads $1,092 Instagram Sponsored Ads $2,600 Search Engine Optimization $3,000 Search Engine Optimization Specialist $2,000 Mirror clings $300 2 iPad Mini Gen 2 $400 Marquee Letter “V� $40 Photographer $300 Videographer $400 Website changes Project basis Prints: 500 New service menus $67 500 New Wedding Menus $67 1,000 Thank You cards $570 500 Holiday cards $805 200 Recruitment fliers $138 Postage $1,500 total: $13,279
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c. media efficiency
Vivo is only ranked as the 8th hair salon in Springfield on the list of possible other places to go, we hope that with more focus we will be able to put Vivo in one of the top three places to show up when typing in phrases such as “hair salons in Springfield” or “haircuts near me” We also ran a CPM, or “cost per thousand”, analysis on the amount of funds we have allocated to advertising compared to the amount of potential reach that the advertisement creates. A quick analysis shows that the CPM for running the ads from both social media, facebook and instagram, with the combination of our focus on AdWords would be around $7 all together. This, in comparison to 417 magazine (which scored a CPM of $89) is a much more effective exchange for reaching the same audience through more than one outlet at a time. The amount of funds that were allocated to 417 magazine is not only being used to reach the same individuals in the target market but perhaps even reach more of the desired market through the proper media channels that are being used multiple times a day.
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III
creative
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I I I . C R E AT I V E a. creative concept
Our creative process was developed based around the statement “You are valued”. We want the client to feel appreciated and taken care of the moment they walk through the door, and have that feeling remain consistent weeks after their visit. Vivo’s services should stand out in the client’s mind so much, that when they see any posts or promotional pieces, they are able to relate that to the experiences they had in the salon. Through updating Vivo’s current informal pieces, we plan to secure Vivo’s image in the mind of the client, while establishing a more consistent aesthetic with all of the things associated with the salon. We are also aiming “You are valued” at our current stylists. We would emphasize this around recruitment time, and, in doing so, would get a leg up in recruiting stylists. We would want you to advertise your continuing education opportunities and other stylist perks. Finally, we would emphasize “You are valued” to the community. We would do this by effectively showcasing the philanthropy of the salon in the community and the impact the salon makes on people who need it through social media channels. This will be a simple step to increase the philanthropic presence in Vivo. b. accomplishes objectives
We believe our strategy will accomplish our objective of increasing client engagement by getting the social media posts in front of more people. We would be putting more money into different advertising channels, and hopefully capturing a whole new audience. We will also be including giveaways that encourage participants to like, share, and tag friends in the posts. We would also like to suggest affiliate marketing with relevant brands that are within a close proximity to the new salon space.
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Some of the affiliates we would like to suggest are Gracie’s Bridal and Modern Society. We would suggest that Vivo tags them in a giveaway post and includes some of their merchandise in the giveaway in an effort to gain some of the followers of the affiliate they are partnering with. This concept also accomplishes our objective of gaining more followers on Instagram and Facebook. Another accomplishment we are achieving is our volunteer and outreach objectives. We are planning on volunteering at one community event by this summer, Convoy of Hope’s Hands of Hope or Ozarks Food Harvest as a suggestion, and increasing our volunteer presence to 3 events per year. We would like to suggest that Vivo also looks into sponsorships for the next few years. Some suggestions include Queen City Beard and Mustache Federation and 417 Magazine’s Fashionation. We will also be donating $1,000 to different charities each year, starting in 2018. The charities would be picked by Vivo and donated to based on a bidding system from the clients. We would suggest that Vivo runs a bid on a hair service, and the highest bid goes to the charity of Vivo’s choice at that time. We would also suggest Vivo repeat this process until they reach their goal of donating $1,000 a year. Polish plans on helping Vivo achieve the goal of ranking 3rd on Google searches by engaging in Google AdWords with a specialist. We went into more detail on this process Vehicle/Media Choice Rationale section on this plansbook. We will also achieve our objective of customer retention by including a discount in the thank you cards we send to new customers. More details will be in the Creative Thank You Cards section.
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c. creative production
After visiting the salon, sitting in on a focus group, and conducting outside research with friends and coworkers who have all tried out Vivo salon’s services, we have developed creative pieces, as well as an overall “vibe” that we believe the salon generates, and should share with those they value most. Vivo salon should create a variety of pieces which they should keep on hand for clients wanting more information about the salon, wedding services, and general pricing. We decided that these materials were important, and rather than removing them, we decided to give them a “face-lift” complementing the newly designed logo. Overall, this gave the pieces a fresh new look that relates more to the salon and gives the client something that they will enjoy looking at. wedding services
When bridal parties are a larger portion of your overall clientele base, it’s important to have information readily available to distribute whenever necessary. But what is also important, is to be proud of what you are handing the customer. We gave the original print piece a make-over, adding some gold foil to match the new and improved Vivo logo and to spice up the overall look. We made a white and gray marble background to resemble the salon look, while giving the piece a pretty, bridal look that a client will want to hold on to. It’s important for a bride to fully understand that she will be taken care of and valued throughout the entire process of services Vivo salon will partake in. In order to translate that message, we re-worded some of the steps that were displayed on the backside to give the reader a sense of comfort and trust while reading through, while also making it clear that during the entire process the stylists will do their best to make the bride and her party their top priority. We believe this message will bring in more brides and promote positive word-of-mouth beyond the wedding day.
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Wedding Services Front 4x10.5
WEDDING STEPS 1 • C O N S U L T A T I O N
Wedding Services Back 4x10.5
booking: as soon as possible please bring: •
wedding dates and time
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where you need the services
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WEDDING SERVICES H A I R bridal with trial
120
bridal without trial
75
bridesmaid (individual)
50
groom style
20
neck trim + hot towel + style
blowout (wash + style)
25
curls (dry style)
20
mother of bride, mother of groom, etc. flower girl
makeup with trial
90
makeup without trial
45
O T H E R hot heads extensions
consult
brow wax
12
facial wax
20
on-site wedding services
Call or email the salon to reserve you complimentary 15-minute bridal consultation with our salon manager, Tasha! During this time, she will help you choose the stylist that will is best suited for your special day, discuss pricing, preferred location of the services, and answer any questions you have.
2 • T R I A L
consult
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booking: 3 weeks before the wedding please bring: •
any inspiration pieces (we recommend photos
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information about your gown and venue.
•
M A K E U P
size of the bridal party
•
from pinterest or bridal magazines).
hair accessories (headpieces, flowers, etc.) payment for deposit*1
A trial run for your hair and makeup is highly recommended! This appointment allows you to meet your stylist and describe exactly what you picture your ideal bridal look being. Your stylist will to know you personally, and put together all the pieces needed to create a bridal style that is unique to you!
3 • Y O U R
B I G
D A Y
booking: determined during consultation please bring: •
let’s talk!
2718 south glenstone avenue
417.882.4658 • www.vivosalon.com follow us! vivo salon @vivosalon
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We require a 25% deposit during the trial run appointment, or one month prior to wedding. We do not accept check or American Express. We apoligize for any inconvenience.
*1
*2
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hair accessories
It’s finally your big day! Join us in the salon or your sytlist(s) will meet you are the location of your choice.*2 Enjoy complimentary champagne, coffee, and treats*3 as your stylist(s) create picture-perfect hairstyles and makeup for you and your bridal party.
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Travel fees apply. Prior payment is required for on-site services.
Champagne & treats provided for bridal parties of five or more.
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“thank you” cards Receiving physical mail is something that doesn’t happen too often today, and because of this, it makes sending personal “thank you” notes so much more valuable. Most mail people receive today will include coupons, bills, or “junk mail” that floods their mailboxes. When you open your mailbox and get a personalized piece of mail, there is a sense of importance and we think that it’s important to emphasize on that. Sending “thank you” notes truly brings Vivo’s passion for their clients into the spotlight, allowing the client to feel more than a customer, but a friend who is valued and appreciated. Letting the client know that they are more than a time slot in the stylist’s day will draw them back in the next time they are needing their hair done, having ingrained in their heads the value Vivo salon has for their clients. We made the “thank you” cards simple but consistent with the overall theme and feel for the salon. Similar to the business cards, we developed a matte gray front with a foil gold “Thank you.” We designed the font to match the logo, in order for the client to make an overall connection as soon as they open the envelope. Inside, the card will have a hand-written message from the stylist, thanking them for the visit and inviting them to come back soon. In the hand-written section of the note, we recommend adding a personal comment about something the stylist and client talked about during their visit, showing that the stylist listened, remembered, and cared enough to mention it again. We also want to include a small discount on a service so that the customer is inclined to come back. We would leave the discounting up to the discretion of the salon.
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"Thank You" Cards Front 5x7
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V A L U E D
H E L L O ! It was a pleasure to meet you! Hopefully you enjoyed your first visit to Vivo! Please contact us anytime via phone or email, should you need any assistance booking or adjusting an appointment. Looking forward to seeing you in the salon!
YOU
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E ’’ ......... •
..............
......
@@@@@@@@@@
A FRIEND
RECEIVE
10 % OFF W H E N YO U R E F E R T H E M T O
"Thank You" Cards Back 5x7
Jane Doe Address Line 1 City, State Zip
VIVO SALON
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holiday cards
In relation to “Thank You” cards, holiday cards would be used to remind clients how they are valued by the salon, even during the busiest parts of the year. During the holidays, consumers are constantly flooded with advertisements, social media posts, and clutter; therefore, in order to retain the client’s attention, holiday cards would be a more personal and sentimental piece that clients would appreciate and feel a higher connection with than the media clutter they receive. The front of holiday cards have the classic gray and gold foil designs. The inside of the holiday cards are designed to look like an Instagram feed with a personal, quirky, or inspiring photo from each stylist, which gives the client a glimpse of their family or their individual personalities. Not only would clients feel as if they’re part of the family upon receiving the card, but they would also see how the salon has a social media feed and see unique personalities of each stylist. The file is saved for the images to be easily replaced in preparation for this upcoming holiday season.
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Holiday Card Outside 5x7 Tri-fold
Holiday Card Inside 5x7 Tri-fold
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F R O M O U R FA M I LY T O Y O U R S
Happy Holidays!
service menu
Providing friends and family of current clients and other future clients with a pricing guide gives the salon a professional standpoint. The client knows what to expect when they schedule an appointment, and what services are available. Although we didn’t make too many changes to the menu, we added a few touches to update the old service menu and designed a more condensed logo on the backside, using minimal space and directing the viewer’s eyes to the bottom, where they can find the information to book and reach the salon. We altered the font to match all the other promotional and informal pieces we created, so they all have a similar appearance and ambiance.
social media
In today’s age everyone is attached to their phone and the world that it contains. According to Time magazine, Americans that are in Vivo’s target market (ages 25-34) check their phones around 50 times per day. Potential client’s who are checking their phones that frequently, while keeping an eye on their notifications deserve to be exposed to what Vivo salon has to offer. Vivo has done well by establishing a presence on Facebook and Instagram, but we know there is more that they can do, let’s dig deeper into each media platform to see how Vivo can maximize their online presence.
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Service Menus Front 4x10.5
C U T S women’s hair cut
35
men’s hair cut
20
dry women’s hair cut
28
young men’s hair cut (10 & under)
18
young women’s hair cut (10 & under)
24
deva curl cut
C U T
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55
C O L O R
base color
55+
all over color
70+
men’s color
65+
highlight
85+
balayage
95+
partial highlight + hair cut
90+
highlight + hair cut
100+
balayage + hair cut
120+
all over color + hair cut
90+
base color + hair cut
78+
S T Y L I N G blow out
22
dry style
15
up-do
38
bridal
consult
S P E C I A L T I E S gloss
25
treatment
12-20
full keratin
250
keratin blow out
120
american wave
120
microblading
250
hot heads
115*
*application + rest priced upon consult Y O U
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When any Instagram user envisions what a successful hair salon page looks like, the content that comes to mind is pretty consistent across the board- photos of hair with promotions sprinkled in. We want Vivo’s Instagram page to be professional, appealing, and unique. Vivo salon values their clients, community, and staff, and that should be shared. After reviewing popular trends on local company’s Instagram pages in the Springfield area, we saw an increase in reach, interaction, and followers when companies share giveaways that asks the audience to “follow, like, tag three friends, and/or share” in order to win. Giveaways are also great to promote the benefits of a service or product. What sets Vivo apart from other salons is the company culture and the family-like atmosphere between the stylists. With this inviting culture, we wanted to translate that to Instagram posts for clients. Since we have noticed that more personal posts gain more interaction, likes, and comments on the page than the usual images of hair, we decided that we should do a “stylist takeover” by featuring one stylist for an entire week at least once a month. Throughout the week, one to two images would be shared per day--one image being of the service they have done and another image being a personal “about the stylist.” Below is a sample schedule for the week: • Monday: Introduce the featured stylist and share how they uniquely value their clients; An image/fun boomerang of stylist and an image of service/hair • Tuesday: Two images of service/hair • Wednesday: Two images of service/hair • Thursday: An image of stylist’s hobbies/travels/family and an images of service/hair • Friday: Two images of service/hair
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• Saturday: Final image of stylist alone and an images of service/hair • Sunday: No post, unless it’s a holiday With this strategy, potential clients are able to find the stylist that they believe best suits them, whether it’s because of their skill and artistry or because of their similar personality. Although you would be sharing about the stylist during this week, product features and philanthropic posts could be still placed throughout the week. We also believe it is important to utilize the paid promotion option Instagram offers to reach a wider audience in the Ozarks. The posts we believe would be the best to promote with money on Instagram are the giveaways, affiliate marketing, and charity events that are coming up. We also believe that occasionally promoting posts about stylists who follow up with their continuing education credits should be promoted and it should all have the tagline “You are valued.” attached. We believe that promoting all of these things will ensure that people are seeing the marketing efforts being made to support the tagline.
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Similarly to Instagram, we plan to post regularly to create an active presence to reach the target audience. Several of the posts would be shared directly from Instagram. However, there are posts that would be formatted to specifically target Facebook users. An example would be utilizing client testimonies on Facebook and directly quoting the client on the image, whereas on Instagram we would quote the client in the captions. As for giveaway posts, the prize will be the same for both social media platforms, but, unlike Instagram, the copy and call-to-action must be placed at a different hierarchy. The following are examples of posts for both platforms: Facebook: “Summer is coming up and it’s the perfect time to get some waves! FOLLOW our page, LIKE this post, TAG 3 Friends in the Comments, and SHARE this post to win a FREE AMERICAN WAVE service from Vivo Salon. Winner will be announced JUNE 17TH. We are open Tuesday-Saturday at the Brentwood Shopping Center.” Instagram: “FOLLOW @vivosalon, LIKE this photo, TAG 3 Friends. It’s summertime and we’re giving away FREE American Wave service! Winner will be announced June 17th. Bonus entry on Facebook. #vivogiveaway #youarevalued #springfieldmo #lovespringfield”
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  For sponsored ads on Facebook, we planned on using client testimony images and videos. We believe that this would be the best way to reach the audience because of the clutter on Facebook and the possibility of deceptive content that is generally shared on Facebook. By sharing the testimonies and promoting them, it will differentiate Vivo against competing salons because of the authenticity of the client’s feelings towards Vivo Salon. Facebook Client Testimony Sample
Instagram Client Testimony Sample (Quote written in the caption)
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When looking at the Vivo Pinterest page, we felt that the inspiration in each board were strong, but believe that the reach towards the target audience using Pinterest was weak. We wanted to help strengthen the Pinterest page by curating a board for each stylist and adding a board dedicated to focusing on current seasonal trends and specials. If a potential client is considering which stylist would be best suited for them, whether searching online or in the salon, they’re able to see a portfolio-like album of images via Pinterest. In order to show the Pinterest board in the salon, we propose the implementation of iPad minis in the waiting area, where clients are able to find inspiration and view their stylists’ work. With the trends and specials board placed at the top of the Pinterest page, clients are able to add a la carte services onto their services that they would not have been interested in prior to coming, such as Keratin treatment, beach waves, styling, and more. search engine optimization (seo) and google adwords
Vivo salon is noted on Google as the 5th ranked salon and on other search engine sites, it is even lower on the list. That is why we emphasize the use of Google AdWords to boost the rating of Vivo to reach the viewers first. Competing with popular salons such as studio 417 and Karma can be tough because they use paid sponsorship to reach the target market first, but luckily there is a high majority of people who just skip over paid sponsorship and look for the highest ratings based off of popularity alone, so Vivo can use that as an advantage over other salons. By utilizing AdWords such as hair, microblading, salon, Springfield MO, beauty, hair coloring and many more, Vivo can boost it’s ratings in a relatively short amount of time.
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recruiting flier
Though increasing recruitment is not one of the highest priorities, in order to be cohesive with the new branding, we have created a new clean, inviting design for the fliers. The past flier had several different typefaces that made it seem cluttered. With this new design, a future stylist is able to recognize that they would be joining a family of stylists and how they would receive additional training and unmatched benefits, unlike other salons.
W H O
W E
A R E
W H Y
V I V O ?
Vivo was established in 2006 and recent- • Recognized as a Global Elite Salon by ly completed a new, state of the art salon
Wella
in the Brentwood Center. We have a Com- • Proud to be the only Arrojo Ambassador prehensive Assistant program to develop
Salon in Missouri
recent graduates into top stylists. The pro- • Recognized as a Top Salon by 417 Maggram offers a competitive hourly wage with
azine for 10 Consecutive years
raises available based on progress and evaluations. This program provides addi- O F F E R E D tional real time training and education from establish stylists.
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ists with over 10 years of experience
We take pride in having the area’s top
• Continual education including annual
front desk management and staff with cus-
education trips to stylist choice of Wella
tomer service being the highest objective.
Studios, Arrojo NYC, or Vidal Sassoon
We also take pride in our team members by encouraging them to showcase their work to our thousands of followers on Facebook
Recruitment Flier Front 8.5x11
F O R
• Monthly in-salon classes taught by styl-
and Instagram. Follow us!
completely paid for by the salon • Extremely competitive commission scale for stylists • Potential to earn up to 20% retail sales
Vivo Salon
@vivosalon
commission
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website recommendations
• Update new logo • Change color scheme from orange to gold, dark gray, and white, in order to stay consistent with print pieces and salon look • Update/change photos on “promotions” page • Offer online booking We believe these changes will enhance your website, and give viewers the chance to get a feel for the salon without stepping foot in there yet. Many first-time clients do research before choosing a salon, and odds are, they will be checking out your website before they decide to make an appointment. It’s important to stay up-to-date on your website and make sure the client is able to find everything they are looking in an easy and efficient way. When sitting in on the focus group, we discovered how many people would prefer setting up an appointment online. We recommend adding a page or placing a section within your “Contact” page where clients can set up an appointment. We left some wiggle room in the budget to pay for a specialist to come in and do the updating of the website to alleviate some stress from a stylist or receptionist having to do it.
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mirror clings
While email and social media are great ways to reach potential buyers, the client is most vulnerable while sitting in the stylist’s chair getting their hair done. With the mirror clings, our plan is to have unpaid consumer-generated advertising. If a client decides to take a mirror selfie before and/or after their service, then post it, they will also be posting the salon name and @vivosalon. We designed a couple mirror cling ideas that are simple, yet eye-catching when placed on the station mirror. The design emphasizes “You Are Valued” with Vivo and @vivosalon in the corner. With the salon currently trying to implement gold touches, we thought these clings would be subtle, but enough to compliment the interior design.
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V A L U E D @VIVOSALON
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d. sales promo, public relations, and guerilla tactics
For Vivo’s sales promotions we believe it would best benefit them to focus on the seasonal trends, as these will continue to change, giving the salon something new to focus on every month for years to come. These seasonal trends include services such as the keratin hair treatment they have for spring, as well as the beach waves for summer, new hair dyes in fall, and so on. We also believe that having a special product to feature each month that is the center of their Instagram and Facebook posts for each month would help to increase their sales revenue from product sales. As for Vivo’s PR, we chose to focus on their philanthropy. To start, Vivo should strive to donate $1,000 a year to a charity of their choice. If they wish to increase this amount later on it will help get them more involved in their community. We also chose some events in the Springfield area that have volunteer spaces available that would also help to involve them in the community. These are Convoy of Hope’s Hands of Hope event and at Ozarks Food Harvest. Polish would also like to suggest that Vivo looks into sponsorships for the next few years with events like 417 Magazine’s Fashionation or Queen City Beard and Mustache Federation.
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e. campaign continuity
For Vivo, we focused on creating the campaign slogan “You are valued.” This campaign will express to potential clients and the community about Vivo’s mission of how they appreciate and care for their clients, stylists, and community. Through our campaign, we’re wanting the target audience to view Vivo as synonymous to the word “valued.” In order to achieve campaign continuity, we focused on sharing how Vivo values by using client testimonies, product benefits, and sharing philanthropic efforts on social media outlets, as well as sharing the unique qualities and skills of each stylist. We wanted the campaign to also be consistent visually to the salon atmosphere. We noticed that the salon was mid-century modern with clean, sharp lines and mixed dark gray, gold, and hints of wood and marble. The designs of the new cards, menus, social media testimonies, and mirror clings are inspired by the interior design of the space and we used the following type hierarchy and color palette for all of the assets.
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questions? contact us
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contacting polish advertising
  We have attached a USB containing all creative pieces and assets. It includes the Photoshop, Illustrator, or InDesign files in order for you to swap out photos and refresh them every so often, as well as images and video taken at the salon. If you have any questions or need assistance, feel free to contact us: Abbigael Bryant | abbigaelbryant@gmail.com Social media, SEO, events, and Situation analysis Carley Baker | carleyannebaker@gmail.com Graphic design and Social media Josie Harms | jeharms19@gmail.com Situation analysis Linda Huynh | lindalehuynh@gmail.com Graphic design, videography, and photography Brad Soza | bradsoza@gmail.com Budget and Media schedule
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