YouTube Video Links : https://youtu.be/M90MRCWUkxQ & https://youtu.be/7aP8PDwFRkI This presentation was created as an assignment for my Full Sail University Social Media class.

1. SALONCENTRIC
Created By Mandy Gutierrez
Full Sail University - Social Media Marketing
Contact Info: MGutierrez@student.fullsail.edu
Presentation

2. TEXT
A Wholesale Beauty Supply Company
150 locations in the country

3. SalonCentric.com

4. SALONCENTRIC
WHO IS SALON CENTRIC?
Business 2 Business
Company
Who distributes to Hairstylists
and Hair Salons in the USA

5. FROM…
Hair Color and Hair Care Products
Tools and Accessories
Nail Supplies
Makeup
Skin Care

6. Bloomberg, 2019
“THE COMPANY ALSO PROVIDES EDUCATION
SERVICES, SUCH AS IN-STORE
DEMONSTRATIONS, IN-SALON TRAININGS,
REGIONAL CLASSES, AND LARGE-SCALE STAGE
PRESENTATIONS AT INDUSTRY SHOWS; AND
BUSINESS-BUILDING SUPPORT SERVICES”

8. SALONCENTRIC
WHO IS THEIR TARGET MARKET?
Caucasian Women
According to the Numerator Retailer Snapshot
they make between $20k - $60 yearly. (Numerator,
n.d.)
20 to 65
Ages
Has gone to college

9. Customer Profile Template
Name
Occupation
• Demographics
• Age
• Gender
• Education
• Income
• Family Life
• Geographic Location
• Buying Habits
• Role
• Frequency
• Channels
• Social Proof
• Psychographics
• Attitudes
• Values
• Lifestyle
• Personality
• Interests / hobbies
• Content & Messaging
• Including recommended
content and conversion
goal based on persona
BERTHA RICHARDS
HAIR SALON OWNER
- 57
- Bachelors Degree
- $85k yearly
- Single w/ no kids
- Female
- - Naples, FL/
Suburban City
- Planner
- Every 3 weeks
- In-store and online
- Facebook,
Instagram
Hard worker, ambitious
Earth, Clean living
- Clean living
- Determined,
- Yoga, long
walks
- Bertha restocks her salon
everywhere weeks she is
always looking for the last
deals and sales, as she wants
to save the most she can.
Making sure that Bertha is
informed with all the sales will
help make her happy.

10. Customer Profile Template
Name
Occupation
• Demographics
• Age
• Gender
• Education
• Income
• Family Life
• Geographic Location
• Buying Habits
• Role
• Frequency
• Channels
• Social Proof
• Psychographics
• Attitudes
• Values
• Lifestyle
• Personality
• Interests / hobbies
• Content & Messaging
• Including recommended
content and conversion
goal based on persona
ASHLEY GREEN
HAIR STYLIST -
AT SALON BEAUTY 29
- 22
- Cosmetology School
- $35k yearly
- Married w/ 2 kids
- Female
- - Rochester, MN
Suburban town
- Buys Impulsively
- Weekly
- Instore
- Has a Facebook,
Youtube and an
instagram
account.
- Energetic, positive
- Family, relationships
- Parties, family activities
- Undeceive, adventure
- Shopping,
outdoors
- Ashely is young and eager to
learn the newest trends.
Showing her the latest
techniques or the latest tools
that create the coolest hair
looks will catch her attention.

13. GOALS
GET MORE ENGAGEMENT ON FACEBOOK
▸ Get at least 20 likes on each post by July 15th, 2019.
▸ Get at least 10 impressions for each of those post by July
15th, 2019.
▸ Achieve tag shares for at least 50% of all posts on profile
by August 1st, 2019.
▸ Achieve 3 comments on each of those post from 3
different people.

15. SOCIAL MEDIA MARKETING
MEASURING THE RESULTS
▸ Each week we should have a minimum of 5 likes per post a
result of 20 by July 15th, 2019.
▸ This will be checked at the of each week until July 15th,
2019.
▸ Each week we should have a minimum of 2 impressions
per post for a result of 10 by July 15th, 2019.
▸ This will be checked at the of each week until July 15th,
2019.

17. CALL TO ACTION
THE CALL TO ACTIONS THAT I WOULD LIKE TO IMPLEMENT ARE…
Asking a question can create engagement with the
company’s fans.
Creating or curating hairstylist memes and then ask
the Company's fans to tag hairstylist
When a promotion is posted for an event, we will ask
fans to share the event with other hairdressers.
Posting a picture of our brands and asking our fans to
double tap on their favorites.
Requesting for non fans to become members
Requesting for fans to download our store app

18. The Oracles, Entrepanur.com
POST AT LEAST 2 TIMES A DAY ON FACEBOOK.
YOUR FOLLOWING WILL
GROW FASTER WHEN
YOU POST MORE
FREQUENTLY.

19. The Oracles, Entrepanur.com
POST AT LEAST 2 TIMES A DAY ON INSTAGRAM.
THE NEXT STEP IS TO
CONSISTENTLY DELIVER YOUR
MESSAGE, NO MATTER THE
PLATFORM. STICK TO YOUR
MESSAGE AND KEEP SHARING.

20. The three social media channels we will be
focusing on are….

21. Facebook
Instagram YouTube
Because…

22. INSTAGRAM…
.…Is the interaction King, with
a rate of 2.2%, SalonCentric
can use this platform to easily
accomplish their goals.
Facebook is only at .22%
Clarke, 2019

23. FACEBOOK
As of June 2017, Facebook has
“…over 2 billion active monthly
users, spending over 50 minutes a
day scrolling through their feed…”,
and SalonCentric can assure to
find their target on here.
Povarchik, n.d.

24. https://roypovarchik.com/first-facebook-ads-campaign/6102/

25. YOUTUBE
“95% of U.S. Instagram users,
use Youtube” Salon Centric
needs to make an appearance
on platforms their audiences
are at.
Clarke, 2019

26. https://blog.hootsuite.com/instagram-statistics/

27. COMPETITION
CosmoProf Local Location
&
Salon Service Group
Local Location

28. COSMOPROF
LOCAL ROCHESTER,
LOCATION
Competitor #1
Looks like CosmoProf’s Instagram account is managed by
local store
As for their Facebook account, they have posted the same
content seen on their Instagram profile.
They only have 40 people that have liked their page.

29. Pictures of products, sales advertisement, new product
launch photos, promotional events and discounts.
Types of content…

30. SALON SERVICE GROUP
LOCAL ROCHESTER,
LOCATION
Competitor #2
This location was formerly known as Four Star Beauty
Supply. Their Facebook account was transitioned as well and
has posts dating a couple of years ago.
The local Salon Service Group does not have a local store
profile on Instagram.

31. Pictures of products, promotional events and universal
celebrations such as Fathers Day.
Types of content…

32. COMPETITION ENGAGEMENT
CosmoProf Local Location
&
Salon Service Group
Local Location
- On Facebook they have 40 like
- On Instagram they have 176 followers and
204 following
- Seems as though they have minimal
engagement on instagram and facebook, with
one or two comments on about all the posts
and nothing posted got more than 10 likes
from fans. Just a couple shares on one photo.
- On Facebook they have 286 likes
- The engagement on Facebook includes no
more than 2 likes for each content posted.
- No comments on any of the posts.
- On Instagram engagement is not applicable

33. SOCIAL MEDIA CAMPAIGNS
ARTICLE EXAMPLES
OF SUCCESSFUL
SOCIAL MEDIA
CAMPAIGNS

34. - Facebook Business, n.d.
Sephora’s goal was
“to promote gifting
to drive both in-
store and online
product sales
during the busy
end-of-year holiday
season.”
This article talks
about how Sephora
used a Facebook to
accomplish their
goal.

35. Facebook Business, , n.d.
The Wonder Beauty
uses Facebook as a
way to increase
brand awareness
and drive digital
sales.
Achieving the
following in the first
2 months:
• 4.4X increase in
sales
• 59% decrease in cost
per sale
• 2.3X increase in
conversion rate

36. - Adams, 2019
It says they created
21 videos with
different copies and
images. They then
targeted them around
time of day, location
and weather to
ensure relevancy.”
This led to a 14%
boost in sales.
This article talks
about how
Neutrogena led a
YouTube campaign to
success.

37. Freund, 2019
They know
their target.
“Millennials
are key”
This article talks
about how Barbie
came back by
targeting
millennials on
YouTube.

38. -Thomas, 2018
“It caters to the
tastes of its
target audience
(18-49 year old
females) with
high-quality
content that
inspires and
excites.”
This article talks
about how L’Oreal
Paris uses Instagram
campaign to success.

39. This article
mentions how
Sephora uses
Instagram to
capture
attention from
fans. “…we use
live, stories and
post, focusing
on the quick
eye candy.”
- Veronika Sonsev

40. PLAN FOR FACEBOOK…
We get promotional
pictures of hair results of
using the products all the
time. I can use these to
post photos of the women
that use the products…
Example Post #1
2xMonth - #SalonCentricRochester

41. PLAN FOR FACEBOOK…
I will find and curate
articles that others
have written about
Saloncentric; this way
fans can stay in tune
with all the buzz.
Example Post #2
1xWeek - #SalonCentric507

42. PLAN FOR FACEBOOK…
I can create a short
video showing how to
create a style using a
certain product that we
carry.
Example Post #3
2xMonth - #YouCanDoIt,
#HowToSalonCentric,#SalonC
entric507

43. PLAN FOR INSTAGRAM…
I will take a picture
of the perfect
combination of
products that are
essential in creating
a style.
Example Post #1
1xWeek -
#SalonCentric507,
#Product

44. PLAN FOR INSTAGRAM…
I will take a picture
of the perfect
combination of
products that are
essential in creating
a style.
Example Post #3
1xWeek - #SalonCentric507

45. PLAN FOR INSTAGRAM…
I will post
curated beauty
and hair memes
Example Post #2
2xWeek - #SalonCentric507

46. PLAN FOR YOUTUBE…
Create a super short video
showing how to use a
product…such as this
example is only 16 sec.
Example Post #1
2xWeek - #SalonCentric507

47. PLAN FOR YOUTUBE…
Create a video welcoming
our fans and describing
our channel.
Example Post #2
One time - #SalonCentric507

48. PLAN FOR YOUTUBE…
Create a video
demonstrating and
explaining how and why this
product is best for this hair
type.
2xMonth - #SalonCentric507
Example Post #2

49. • 69% of respondents ranked influencer
marketing as a key strategic priority
• Over 71% of IM professionals currently
work with 50 influencers or less
• 61% will increase the amount of money
they invest in influencer marketing in
2019
INFLUENCER MARKETING
TalkWalker, 2019

50. INFLUENCER CHOICE # 3
James Charles
Has 15M Subscribers on YouTube and Instagram. He is
well known and can really help promote the makeup line
we carry. We can offer free makeup for the help.

51. INFLUENCER CHOICE # 2
Erin Simpson
Has 39K Instagram fans and 6K on Facebook. She is well known
with the beauty industry. She is the perfect person to represent
using the brands we carry, as she has the look of our target
market.

52. TEXT
THE EDITORIAL
CALENDAR

55. This is a Facebook post that represents one of our brands named Design Me.
This brand is fun and girly, as most of our fans are too. With this I would like to
create awareness; it reminds our fans that we carry the line.
Facebook

56. This is an Instagram
post that represents
one of our biggest
brands newest
product. This item is
new in the industry,
so I would like to
show our fans that
it’s now available
only at our store.
Facebook

57. This is an Instagram
post of a promotional
event from Matrix;
they are having
scavenger hunt for
our visitors at the
store. If they find the
duck somewhere in
the store, they could
win a prize.
Instagram

58. This is an Instagram
post that will let our fans
know that if they use
#SalonCentricRochester
on their latest creation
they can get featured
on our Instagram
profile.
Instagram

59. Youtube
This video welcomes Licensed Professionals to come in and visit the local
store. This shows fans what to expect when they visit. It also shows different
products that we sell.
https://youtu.be/7aP8PDwFRkI

60. Youtube
This video gives members a monthly sneak peak preview of the products
that are new and now available. A lot of these products have not be
advertised anywhere else.
https://youtu.be/M90MRCWUkxQ

61. Facebook Ad Budget Pg. 1

62. Facebook Ad Budget Pg. 2

63. Facebook Ad Budget Pg. 3

64. Facebook Ad Budget Pg. 4

65. Facebook Ad Copy

66. AMPLIFICATION STRATEGIES
Some amplification strategies that
will help the content I created cut
through the clutter are engaging
with the fans, curating different
types of content and mentioning
other brands.

67.
By involving fans to vote for their favorite photos
or asking them to answer a thought-provoking
question pertaining to beauty and hair. An
example would be, after posting an image of the
newest product, we could ask if anyone used the
product and if they had some feedback.
Engagement

68. (Fisher, 2019)
of consumers say they want
brands to actively demonstrate
that they understand and care
about them before they make a
purchase.
79%

69. (Fisher, 2019)
“SOME OF THE MOST
ENGAGING SOCIAL MEDIA
POSTS MENTION OTHER
PEOPLE AND BRANDS.”

70. (Fisher, 2019)
RELEVANT NEWS, PHOTOS, AND
VIDEOS ARE GREAT CONTENT THAT
WE COULD CURATE. WE WILL MAKE
SURE TO GIVE EACH CREATOR CREDIT
WITH A LINK WHERE THEY CAN BE
REACHED.

71. Curating content, mentioning
other brands and featuring
influencers on all of our
platforms is a great technique
we will use to cut through the
clutter.
Examples
Examples

72. TEXT

73. REFERENCES
Slide 15. https://file.army/i/AnQ8S4.
Youtube. (2014). Silde 16 and 18. Retriehttps://commons.wikimedia.org/wiki/File:YouTube_play_button_square_(2013-2017).svg
Bloomberg. (2019 June 09). Company Overview of SalonCentric, Inc. Retrieved from:https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=4558570.
Numerator. (n.d.). SalonCentic. Retrieved from: http://snapshot.numerator.com/retailer/saloncentric.
https://pxhere.com/en/photo/879331.
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https://www.youtube.com/watch?v=E8qLU4IZdxY&feature=youtu.be
https://www.youtube.com/watch?v=xO-L6WgvZ9A&feature=youtu.be
https://www.canva.com/folder/VF:ALL_DESIGNS
Music: www.bensound.com

74. @ SalonCentric