4. Death and Spas - Tackling life's biggest transition.
The Baby Boomer generation is the largest demographic in the U.S. population. By 2030, the Boomers will be
approaching their mid-80s; and more than 20% of the world's population will be over the age of 65. There will
come an inevitable increase in the number of elderly Americans in assisted living or being cared for by loved ones.
But the Boomers won’t be the only ones affected by an aging population. Caring for a family member in their
twilight years takes a toll on the younger generation, as well. We see that disabilities and disease penetration is
shifting, too; and the stress on an individual's life, who has taken on the role of caregiver, is one of the mitigating
factors of this change. The World Health Organization (WHO) estimates that mental disease, including stress, will
be the 2nd leading cause of disabilities by 2020, with preventable chronic disease accounting for 60% of diseases
worldwide.
This generational shift is causing a change in the perception of death. Websites like "Lets Have Dinner and Talk
About Death" (deathoverdinner.org) are transforming the often-taboo discussions about a family member’s end-of-
life experience into more open and honest lines of communication. As the population reaches its Golden Age, the
spa industry can seize upon a golden opportunity by positioning themselves as experts quality-of-life care with
offers that customize the massage therapy experience for palliative patients; as well as the family members who
carry the emotional burden of acting as caregiver.
Action:
We recommend that you research "Spa 4 the Pink" (facebook.com/Spa4ThePink) and educate your employees on
how to work with end-of-life clients and how to bring compassionate healing to cancer patients, stroke victims,
and other debilitating diseases and medical conditions.
Then, create specific programs for palliative care individuals - perhaps a BOGO promotion for the accompanying
family member to share in the therapeutic experience with their aging relatives.
Also, try to raise both awareness and money through viral campaigns, like doing the ALS Ice Bucket Challenge for
all employees.
This is a wonderful opportunity to establish relationships with local doctors, clinics, support groups and hospitals;
and tap into a market that is only going to grow larger with time.
Industry Trends
5. “We Feel Your Pain” Program
As our bodies age, pain becomes a daily reality for the elderly. And when we care for an aging loved one, that pain
is shared by both the cared-for and the caregiver: one from physical discomfort, one from the mental anguish of
stress.
At Massage Envy, we feel your pain.
Our clinicians’ heal with hands that are both compassionate and knowledgeable. We know where you hurt and we
know how to help.
So, we invite you to participate in our “We Feel Your Pain” Program, a promotion that allows an accompanying
family member to share in the therapeutic experience with their aging relative with a dual massage for the price of
one.
We feel your pain. Let us take it away from you with the healing hands of massage therapy.
Only at Massage Envy.
Campaign Idea
10. Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
10
20
30
40
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
0
1
2
from June 1, 2014 - August 24, 2014
@mepensacola
MESpa Pensacola
93
total followers
54 connections
made in this time period
New Followers 44
You Followed 25
@ Mentions 3
Messages Sent 117
Messages Received 3
Clicks 134
Retweets 2
Measure how you're conversing with your audience
MY SOCIAL SCORES INFLUENCE 40 ENGAGEMENT 21 TWEETING BEHAVIOR
Conversation Updates
21% 79%
New Contacts Existing
71% 29%
Learn more about your audience to shape your messaging & campaigns
BY AGE RANGE
18-20
21-24
25-34
35-44
45-54
55-64
65+
BY GENDER
47%
MALE FOLLOWERS
53%
FEMALE FOLLOWERS
Measure performance on your outbound tweets
DAILY INTERACTIONS @MENTIONS 3 RETWEETS 2 OUTBOUND TWEET CONTENT
68 Plain Text
39 Links to Pages
10 Photo Links
11. 0
5
10
15
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
0
2.5
5
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
0
5k
10k
from June 1, 2014 - August 24, 2014
Massage Envy Spa - Pensacola
FAN GROWTH 2.92k Total Likes, and 24 people talking about this New Fans 181 Unliked your Page 27
PAGE IMPRESSIONS Impressions 220,530 by 156,734 users
IMPRESSIONS
Checkin 101.5k
Page Post 1.9k
Fan 1.0k
Mention 1
Question 0
User Post 0
Coupon 0
Other 0
Paid 107.6k
Organic 8.0k
Viral 104.5k
BY DAY OF WEEK AVG TOTAL
Sun
Mon
Tue
Wed
Thu
Fri
Sat
2.5k
2.6k
2.6k
2.9k
2.5k
2.4k
2.7k
32.6k
31.3k
30.8k
34.4k
30.6k
28.8k
32.0k
IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page
AGE & GENDER
13-17
18-24
25-34
35-44
45-54
55+
30 / 56
6.4k / 17.6k
17.1k / 37.7k
13.3k / 26.6k
6.9k / 16.2k
3.7k / 10.1k
31%
Male
69%
Female
TOP COUNTRIES
United States
Philippines
United Kingdom
Japan
Canada
155.7k
197
86
78
62
TOP CITIES
Pensacola, FL
Milton, FL
Pace, FL
Gulf Breeze, FL
Cantonment, FL
89.5k
8.3k
6.4k
4.0k
3.4k
24. Online Reputation
Your
opinion
matters
to us and to
other customers
We’d really appreciate it if
you’d take a few moments
to review your experience.
facebook.com/MEspa
twitter.com/MEspa
googleplus.com/MEspa
foursquare.com/MEspa
yelp.com/MEspa
yahoo.com/MEspa
Download our
new mobile app
Access your online member
account, customize your
massage and schedule
your next appointment.
30. Understand Your Target Audience
Use your analytics to gain market share by being smarter than your competitors.
• Microsite - what are they searching for?
• Social - who's searching?
• Digital Advertising - what's working?
Digital Advertising is performing well and overcoming the new algorithm challenges.
• Increases reach and frequency
• Increases engagement and sentiment
• Builds audience
Online Reputation is stabilizing through optimization and attention.
• Consider proactive approaches to solicit positive reviews.
Finally, think about how to:
• get more involved and visible in community.
• become experts in underserved niche markets.
• create unique ways to engage your target audience.
Conclusion
