Transcript of "ADV 420 - Douglas J Digital Marketing Strategy"
+JENNIFERYUA42372441 MAR K E T I N G STRATE GY
+ “Douglas Weaver started cutting hair in the mid 1960s. His vision for a salon was based on three simple principles…” 1. Providing unbeatable services to guests 2. Creating career opportunities for aspiring professionals in the salon industry 3. Giving back to the communities that supported his vision LOCATIONS (Institute/Salon/Salon & Day Spa) ANN ARBOR CHICAGO EAST LANSING GRAND RAPIDS OKEMOS ROYAL OAK KNOXVILLE
+ TARGET AUDIENCE Potential students Douglas J offers… World-class education in cosmetology and esthiology Aveda philosophy of learning “Education beyond expectation” Potential clients— women 18+, men as well Douglas J offers… Professional services and experience Aveda products
+ GOALS Increase brand awareness Increase recognition as a professional salon/spa Double sales “Whether your service is performed at Increase potential clientele a Douglas J Aveda Institute or Increase sales in services and Salon, you are receiving the best of products the best. Our young professionals are utilizing their Aveda philosophy techniques and skills to give each client a show stopping result. Complimentary stress relieving treatments and hand massages are offered with every service! Douglas J is a "look good, do good, feel good" kind of environment.”
+ BUDGET — $50,000 Search engine marketing Buying keywords/phrases Purchasing banners above the fold line Search engine optimization Social media (FREE) Seasonal Peak Holiday season Wedding season Homecoming/Prom season
+ SEARCH ENGINE MARKETING Buying keywords/phrases (utilizing Google AdWords) Purchasing banners above the fold Attracting the target audience by advertising on visible banners Draw attention to Douglas J
+ SEARCH ENGINE OPTIMIZATION Increase the ranking of Douglas J in search engine results Aspiring to be #1 or in top 5 Increasing visibility Targeting individuals on a local and national scale Increasing local marketing and reach Beat out competition (I.e. Protégé Academy of Cosmetology, Regency Beauty Institutes, Paul Mitchell Cosmetology Schools, etc.) Cost-effective
+ SOCIAL MEDIA Facebook Raise awareness Community involvement — hosting contests on page, providing prizes such as scholarships for potential students and discounts for potential clients Twitter Tweet daily deals Offering discounts to those who present the tweet in person or retweeting Douglas J YouTube Videos of the capabilities of Douglas J students/professionals Four Square Check-in specials QR Codes 20% off services for students
+ EVALUATING SUCCESS Was there in increase in sales? Did Douglas J‟s Facebook page increase in „likes?‟ Did Douglas J‟s Twitter account gain more followers? Did the trafficking rate of potential clients and students increase? Was there an increase in conversion rates? Did Douglas J increase in search ranking?
+ ROOM FOR IMPROVEMENT? METHODS FOR BOOKING More convenient way for clients to see who/what/when is available Allowing potential clients to access reservations at their own convenience Online booking Mobile booking
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