This presentation was created for my ADV 420 class. It is a digital marketing strategy for the company Douglas J.

1. +
JENNIFER
YU
A42372441
MAR K E T I N G STRATE GY

2. + “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

3. +
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

4. +
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.”

5. +
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

6. +
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

7. +
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

8. +
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

9. +
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?

10. +
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