2. Meet the City Team
Hayley Hinson
Asst. Account
Executive
Lauren
Klopfenstein
Strategist
Braxton
Bodenhamer
Copywriter
Arturo Rodriguez
Art
Director
Chandler Rumsey
Account
Executive
3. Table of Contents
4
Brand Introduction
5
Swot Analysis
6
Target Audience
7
Creative Brief
8
The Problem & Summary
9
Campaign Direction
10
Communcation Goals
11
Tactics
12-27
Creative Executions
28
Measurements of Success
29
Future Suggestions
4. Brand Introduction
Beauty with a purpose, education, and excellence. These are the three principles that define City Salon.
BEAUTY WITH A PURPOSE: This business is devoted to style, advanced technique, and giving their
clients not only a beautiful look, but also a boost of confidence. They strive to promote “beauty with a
purpose” in order to empower their clients to not only look their best, but also to feel amazing. This is
more than a surface level brand.
EDUCATION: City Salon embraces the philosophy of equipping clients with the knowledge to maintain
their true beauty through workshops. The goal is to provide insight so clients can reach their true
potential and gain as much as possible from their experience. The stylists at City Salon are constantly
participating in workshops to learn new techniques in order to keep up with the trends within the
industry. Knowledge is an important component that drives this brand.
EXCELLENCE: Ultimately, this salon strives to be an industry leader. By building the knowledge of both
their clients and their staff, City Salon is striving to reach the top through constant exposure. They
make a point to be the best without being pretentious. This warm, down to earth atmosphere provides
top notch services while focusing on what they truly love: hair.
The owner, Olive Hebert, has dedicated her business to beautifying Athens and bettering the
community through innovative ideas and philanthropic endeavors. Thanks to her constant community
involvement, partnered sponsorships and events are continually growing and opening doors.
4
5. SWOT Analysis
Strengths
Access to cosmetology methodology
provided for City Salon Stylists
Staff is in tune with latest hair technology
and technique
Olive is well-connected and within
community
Olive is knowledgeable about social media
Unique service offering of Balayage
Opportunities
Distance from downtown opens doors to
surrounding Athens’ locations
Competing salons experiencing lack of
business
Constant entry of new College Students
Sorority Visits
Room for new advertising mediums
Threats
No downtown location
Low in search results
Multiple salons with downtown visibility
Competitors established within college
market
Weaknesses
Disorganization of social media content
No concrete budget
Limited advertising mediums
Cost of workshops
5
6. Target Audience
Primary Audience:
College Females (18-25)
Olivereallywantedourperspectiveonthecollegemarketandoftenutilizedourknowledgetobetter
understand these prospective consumers. This group was our focus throughout our campaign.
The majority of these college females are UGA students who do their research on salons and care
about their hair. She is not the typical girl who chooses the salon of convenience, but instead the
type who wants a salon they will routinely visit because they trust it. This group is comprised
of women who want to learn more about how to style their hair, so they can recreate it at home.
These are the types of consumers who aren’t as concerned with price, but do care about getting
the best service they can. These women also want a relaxing and down to earth experience when
they get their hair done.
Secondary Audience:
Females (28-40)
The majority of City Salon’s clientele falls in this age demographic. These women are young
adults who are starting families and careers. They care about beauty, current trends, and
looking their best. They are regulars at City and have a particular stylist that they frequent.
They live fast paced lifestyles, enjoy the atmosphere of City Salon and love the way they feel
when they leave. They are less concerned with price and more concerned with amazing results
and quality customer services. Many of these women have formed relationships with the City
staff and are therefore the demographic that is most likely to attend workshops and events.
6
7. Creative Brief
Client Name: City Salon and Spa
Key Fact: Many Athens locals want a salon that offers skilled and knowledgeable stylists, who are trained in the latest fashions and
trends. These consumers want great service, beautiful results, and to feel amazing as they leave. Clients are also curious about the
beautification process and want to learn to do it themselves.
Consumer Problem: Consumers are unaware of where to go to find the most talented stylists trained in the art of beauty techniques.
Objective: To better understand what media our target market is utilizing in order to build brand awareness. This can be measured
through social media followers as well as actual bookings. It is our hope to inrease social media following by 10%.
Target Audience: College students (18-25). This demographic is comprised of females aged 18-25. They attend UGA or the other
nearby colleges and lead fairly busy lives. Although they are in college, they have some disposable income from jobs or parents. They
try to keep current with fashion and pop culture trends. Many of them are also involved in greek organizations and will go to salons
before their formals or date nights.
Target Insight: “I’m fairly new to Athens. I’ve been just getting my hair done when I go home to visit my parents, but the time has come
for me to find a stylist of my own. My girls all go to different places and I’m having a hard time choosing. I’d really like to find a place
that not only can keep me looking hawt, but is also laid-back and cares about me. After my heavy class load and job, I need a place I
can relax at.”
Promise: City Salon and Spa is dedicated to providing each and every client with “beauty with a purpose.” Each client will leave City
Salon and Spa with an amazing look, more hair knowledge and an air of confidence.
Support: City Salon and Spa offers a wide variety of beauty services and a highly educated and experienced staff.
Mandatories: City Salon logo, City Girl logo, citysalonathens.com, social media 7
8. The Problem & Summary
The Problem:
City Salon struggles with overall organization, especially in regards to their social media content,
website, and online presence. As a business owner, Olive has an overwhelming amount of tasks
to complete everyday. With that said, sometimes her social media efforts fall low on the priority
list. Understanding the purpose for each social media website and understanding what content her
target market wants to see is the underlying problem in which Olive looked to our team. She needed
help organizing social media schedules and also planning a series of workshops to further her
“beauty with a purpose” cause.
Summary:
City Salon and Spa completely opened up their arms to our ideas, creative ambition and tactics.
Though City Salon is Olive’s livelihood, she allowed us to think outside the box and bring her
anything and everything created. We learned a great deal about hair, met intriguing people, and
became a part of the City family. After collaborating with Olive, we decided to tap into the college
market by raising awareness through social media promotions and improving City’s online
presence. We also were inspired by City’s “beauty with a purpose” cause. To promote this idea,
we created a series of workshops to show City’s values and commitment to not only making their
customers beautiful, but also to help them grow as people.
8
9. Campaign Direction
Our campaign direction is to set City Salon and Spa apart from all other Athens salons.
We want to create a distinct reputation for City as a salon that not only provides
extremely experienced stylists, sophisticated technique, and beautiful results, but also a
team of stylists that care. City Salon is dedicated to the cause of “beauty with a purpose”
and providing clients with the enough knowledge so that they can recreate the way they
feel leaving the salon in their own homes. This boosts confidence, makes clients feel
beautiful, and brings clients back to City time and time again. Our goal is to help organize
City Salon’s efforts to promote their cause and their services. We also want to help them
achieve all of these goals through mediums that matter. City Salon wants to speak to its
audience the right way and through relevant digital platforms.
9
10. Communication Goals
To raise awareness of City Salon’s “beauty with a purpose” cause amongst
female college students.
Social Media (Facebook and Instagram)
To serve as a major platform to help promote her workshop service
Keep users up to date on relevant hair industry trends
AdWords Campaign
To increase awareness of the brand at an affordable cost
Boost online visbility to make up for distant dowtown location
Drive consumers straight to their home web page
10
11. Tactics
Social Media
Compiled monthly social media calendars with suggested content and direction
Created an instagram video to promote City Salon’s new website
Implemented creative content for social media for Olive to use to promote
workshops: Instagram and Facebook flyers
Sample postings: “Award worthy Hair” and “Braids we love”
AdWords Campaign
Improved City Salon’s search results and online presence
Other Promotional Materials:
Produced a promotional video to help bring attention to workshops
Created a brochure to further educate clients on the art of Balayage
Designed a series of workshops (usually 2 a month), to promote “beauty with a
purpose”, and build stronger relationships with them
Survey distributed to receive workshop feeback from participants
11
20. Mock Website
Home Contact Our Team Online Booking Workshops
BEAUTY WITH A PURPOSE
About Workshops
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non
proident, sunt in culpa qui officia deserunt mollit anim id est laborum
Blowout Workshop
3/19/14
$40
Saturday Blowout Workshop
3/20/14
$40
20
23. City Salon Brochure 23
WELCOME Balayage
City Salon + Spa’s philosophy is rooted in beauty with a purpose.We believe in
providing comfortable, unpretentious environments where our guests can receive
memorable, luxury services that inspire beauty and well-being.With purpose
behind our craft and relationships, we strive to be a beauty industry leader by
inspiring and helping our clients to glow
from the inside out.
City Guests should expect relaxing,
restorative services that are deeply
rooted in excellence, education, and
beauty with a purpose.
Services
At City Salon + Spa we offer a wide range of services to help you shine.
Beyond haircuts we also have many spa treatments such as waxing, tanning, and
facials.We also LOVE celebrating marriage and we’d love you talk more about
how we best serve our bridal parties.
Not to be confused with trends
like “ombre” and “hair painting,”
Balayage is a French coloring
technique, meant to achieve more
softness, more illumination, and
more shine. Our team of stylists
is intensively trained in the art of
balayage.
100 AthensTown Blvd.
Suite 1A
Athens, GA 30606
BEAUTY WITH A PURPOSE.
Workshops
706.552.1515
Hello.citysalonathens@gmail.com
Hours:
Monday: 10-5
Tuesday-Friday: 9-7
Saturday: 9-6
Contact
Follow us online! @CitySalonAth
At City Salon + Spa we believe in providing beauty with a purpose. Rather than
merely providing services for our guests, we are also dedicated to giving our
customers the skills and knowledge they need to look beautiful whenever.We host
workshops fairly often where our guests can learn to give themselves many of the
services which we provide.
photos by Scobey Photography
24. Workshop Surveys
24
City Salon Workshop Survey
1. Where did you hear about this workshop?
a. Friend
b. Poster
c. Facebook
2. Did you enjoy this workshop?
3. Are you likely to attend another workshop by City Salon?
a. Definitely
b. Maybe
c. Definitely Not
4. If you did enjoy this workshop, what did you like specifically?
5. What could be done to improve City Salon workshops?
25. Google AdWords Campaign
Searched for the query “Salons in Athens”
Ciy Salon not shown until second page
Need greater online visibility
Few competitors bidding o-n keywords
Presented campaign idea to Olive
Campaign Details:
$30.00/2 weeks
$2.14/day
CPC/day: ranges $0.75- $1.50
Number of clicks: 3-5
Step one in process was to optimize her website
for higher quality score
Step two was to create online campaign “Ser-
vices”
25
28. Measurement of Success
AdWords Campaign
Balayage AdGroup
1 week
39 impressions
1 click
Social Media
Instagram followers
411 likes as of 4/8
Started with 299
Workshops
Responded to survey feedback
Condensed workshop participant size
More hands on experience for users
Increased products purchased from City Salon
28
Hair Cut AdGroup
5 Days
412 Impressions
3 Clicks
Total CTR: 0.67%
Total Impressions: 451
Facebook followers
1,242 Likes as of 4/8
Started with 986
29. Future Recommendations
City Salon should continue monitoring and investing in the AdWords campaign. The
amount of impressions they’ve gained throughout a two week period have already had
an immense impact on their online presence. Olive can also continue to introduce new
AdGroups and keywords to specifically target any of the other services City Salon offers.
The social media calendar is an organizational tactic that keeps Olive’s online content
interesting and relevant. This tool has helped Olive understand what content to display
on specific mediums while also assisting her throughout the brainstorming process.
Since rebranding consumers have openly stated how much they enjoy the new look and
feel of City Salon. We advise she continue using the brush stroke elements and pastels
when posting content on social media. This has also enabled a more cohesive look for the
brand as a whole.
The workshops have served as a great entry point for people to learn more about
City Salon and their passion for hair. After reducing the size of the workshops more
participants have signed up and had more positive feedback about the workshop
experience. Olive should continue offering workshops because the smaller size has
resulted in more personal connection to their consumers.
29
