ONE EIGHTY SALON AND DAY SPA ADVERTISING CAMPAIGN

(515) 962-278 121 W Salem Ave

Indianola, IA 50125

MELANIE WILLIS INTRODUCTION TO MARKETING

Table of Contents

Executive Summary ......................................................................... 1

Description ..................................................................................... 2-3

Objectives of Campaign .............................................................. 3-4

Identification of Target Markets ................................................. 4

a. Primary Market .......................................................................................4

b. Secondary Market ...................................................................................4

List of Advertising Media Necessary for the Campaign ... 5-9

a. Advertising Media .............................................................................. 5-7

b. Sales Promotions ................................................................................ 8-9

Schedule of all Advertising Campaign ..................................... 10

Schedule of all Sales Promotion Activities Planned ............ 10

Budget ................................................................................................ 11

Statement of the Benefits to the Client/Advertiser ............ 11

Bibliography .................................................................................... 12

1 | O n e E i g h t y S a l o n

I. EXECUTIVE SUMMARY

About One Eighty

One Eighty Salon is a local business in Indianola, Iowa. The salon is known for their modern services and quality products. Their services include hair stylists, massages, nails, makeup, and more. In addition to many services and products offered, One Eighty has fantastic service and very experienced employees. As of now, One Eighty advertises mainly through Face book. Their mission is to give their clients more than just a service; they want to give them an experience.

Campaign Objective

The main goals of this campaign are to:

Increase name recognition Increase sales revenue Increase sales to younger generations Maintain long-term customer loyalty Make customers aware of all services offered

Target Markets

Primary Target Market:

Demographics Women Middle Aged

Psychographics Individuals looking for decently priced salon services Individuals who like to support local business’

Geographic’s Warren County Area

Secondary Target Market:

Demographics Families as a whole All Ages

Psychographics Individuals looking for broad salon services Individuals interested in a family friendly salon

Geographic’s Warren County Area

Advertising Activities

One Eighty will be advertised through Face book, their website, and flyers. The already create website will be revamped, Face book will be utilized more often, and flyers will be used to advertise for specific events. In order to get more families involved at One Eighty, we will host three events: Ladies’ Spa Day, Mother Daughter Spa Day, and Birthday Parties.

Budget

The budget for this campaign is very simple. The only expense will be the cost of the flyers for events. All other forms of advertising will be free.

2 | O n e E i g h t y S a l o n

II. DESCRIPTION

One Eighty Salon and Day Spa is a local business on Indianola town square. One

Eighty was opened on January 8, 2011 and is owned by a young entrepreneur, Jill Brommel.

Jill attended Massage Therapy School at Therapeutic Solutions School of Massage in

2006 right after graduating from high school. While working at a few different salons, Jill

also got educated in Skin Care, Nail Technology, and cosmetology. Jill got the feel of running

her own business while renting out a massage room, and became determined to open her

own. Finally, Jill opened up her own business in Indianola, Iowa.

The town of Indianola has a population of 15,108 people as of 2013. The median

income for a household in the town is $52,872. The area of Indianola is 11.25 square miles.

Jill’s short term goals are to build a team of experienced stylists, massage therapists,

and other staff. Right now she is focusing on helping her team build their clientele so that

they can reach their individual goals. Converting the salon from rental to commission takes

a lot of time so by this time next year she would like to see the salon have a larger clientele.

Jill’s long term goals are to have a fully booked team. She would like to be able to offer

everything top salons offer to their employees; such as vacation time and insurance.

One Eighty Salon has many strengths, as well as a few weaknesses. The biggest

strength that they have is the fact that they offer a wide variety of services, as well as

products. This is a big advantage over competition because they are able to get all of their

services done in one place at one time. A huge weakness that One Eighty has is that it is a

newer salon. Being a new salon in a town full of competition makes it hard to create a good

clientele.

3 | O n e E i g h t y S a l o n

When it comes to their competitors, One Eighty has several threats and also

opportunities. A huge threat that One Eighty has is the fact that there are many other salons

in Indianola. In order to win clients over other salons, you have to stand out. Jill maintains a

competitive advantage offering enough services and different employees that she does a

good job standing out amongst others. At the same time, One Eighty has the best possible

location within Indianola. The square is in the center of town and is considered

“downtown.” This makes it easily accessible to everyone, which is a great opportunity

because it allows many people to drive by their salon and see it. Also, it’s a great spot for

people who are looking for walk in appointments.

One Eighty’s Mission statement: We want to give our clients more than just a service

here; we want to give them an experience.

III. OBJECTIVE(S) OF THE CAMPAIGN

The purpose of the “One Eighty Salon and Day Spa” advertising campaign is to figure

out what would be the most useful marketing techniques for the business. The following

objectives represent the goals of this campaign:

Increase name recognition

Increase sales revenue

Increase sales to younger generations by hosting new events

Maintain long-term customer loyalty

Make customers aware of all services offered

4 | O n e E i g h t y S a l o n

I intend to achieve these goals by getting more involved in the community, creating

and hosting events, perfecting quality service, and revamping the website to provide all of

the business’ information.

IV. IDENTIFICATION OF THE TARGET MARKET

To analyze the target market for our advertising campaign we looked into

demographic, psychographic, and geographic factors as seen on the following tables:

A. PRIMARY TARGET

After conducting a survey, I found that the following is the main target market for the

business:

Demographics Women Ages 31-50

Psychographics Individuals looking for decently priced salon services Individuals who like to support local business’

Geographic’s Warren County Area

B. SECONDARY TARGET

After conducting a survey, I found that the following is the subordinate target market for

the business:

Demographics Families as a whole All ages

Psychographics Individuals looking for broad salon services Individuals interested in a family friendly salon

Geographic’s Warren County Area

5 | O n e E i g h t y S a l o n

V. LIST OF ADVERTISING MEDIA NECESSARY FOR THE CAMPAIGN

Advertising Medias:

1. Website

One Eighty already has a website, oneeightysalon.com. In order to make the website

more useful, it needs to be revamped. The ‘Our Staff’ page is blank, so it needs to be done

showing detailed information about each staff’s education and salon services. The ‘Gallery’

page contains one picture, but should also consist of pictures of the work done by staff at

the salon (hair styles, makeup, nails, etc.) Lastly, One Eighty’s ‘Home’ page should have

their Mission Statement on it. Below is an example of what the ‘Our Staff’ page should look

like as well as what it currently looks like.

6 | O n e E i g h t y S a l o n

2. Face book

As of now, One Eighty Salon has 537 ‘likes’ on Face book. The goal is to have 750

‘likes’ by 2015, which is very reasonable considering there are approximately 15,000

people in the town of Indianola. In order to get more ‘likes’, we need to put the Face book

name on all flyers and also tell all of the customers about it. Another way that we will begin

to use Face book is by putting contests on the site. For example, we will say a random

person that ‘likes’ and ‘shares’ this post, will get 50% off of a 30 minute massage! In order

to strengthen the ‘liker’s’ involvement with us, we will ask them to tag us in posts when

they attend the salon and events we are offering.

7 | O n e E i g h t y S a l o n

3. Flyers for events

Another way that One Eighty will advertise for its events is by handing out flyers.

This is the only form of advertising that will have a monetary cost. We will print through

Staples, where the price is $.06/page. The major places we will distribute to will be all of

the businesses on the square. This includes Corner Sundry, Uncommon Grounds, Winns’,

Adorn, Mish Mash, and many more. Also, we will keep some flyers within the salon so that

existing customers can take them home, as well. The flyers should begin to be handed out

about a month before the event, so in December for the Ladies’ Spa Day and April for the

Mother-Daughter Day. The flyers are going to be very simple, but also eye catching. Below

is a sample that another salon used to advertise for birthday parties.

8 | O n e E i g h t y S a l o n

Sales Promotions:

1. Birthday Parties

In order to create a larger demographic range for the salon, One Eighty is going to

offer birthday parties at the salon. In order to schedule one, they would need to call and

find a mutual free weekend. The cost would be $225 for 1-6 and $25 for kids added past 6.

The birthday party would include makeup, hair, and nails for each child. The party is

allowed to bring in any food or drink as well. Below is a picture that shows the business’

current hours, and would be helpful to know when booking a birthday party.

9 | O n e E i g h t y S a l o n

2. Ladies’ Spa Day

A new special event that One Eighty Salon is hosting is Ladies’ Spa Day! Ladies Spa

Day is on Sunday, January 18 from 1-4pm. The day will include a 10 minute specific body

part massage, manicure OR pedicure, hair styled, and a snack. The price of all of this is

$30/person. To accommodate space, the maximum amount of people will be 20.

Advertising for this event will begin in December. Below is a picture that shows the product

section of the salon.

3. Mother-Daughter Spa Day

The other new event that One Eighty Salon will be hosting is a Mother-Daughter Spa

Day! This event will be for Mother’s Day, so it is Saturday, May 9th. For both the Mother

and Daughter, it will be a cost of $50. This will include a manicure, pedicure, hair styled,

make-up artist, and a snack. To accommodate space, the maximum amount of people will

be 20. Advertising for this event will begin in April.

10 | O n e E i g h t y S a l o n

VI. SCHEDULE OF ALL ADVERTISING CAMPAIGN

Media Website Facebook Flyers

December Gather info on each employee Contest for 50% off Ladies’ Spa Day

Create Ad for Ladies’ Spa Day & begin handing out

January Update ‘Our Staff’ page Winner of Contest Ladies’ Spa Day

February Gather pictures of salon products/services

Update each week No flyers this month

March Update ‘Gallery’ page Ad for Mother-Daughter Day

Create Ad for Mother-Daughter Spa Day

April Add the Mission Statement to the Home Page

Contest for 50% off Mother-Daughter Day

Hand out flyers around schools & businesses

May Update any new information Winner of Contest Mother-Daughter Day

VII. SCHEDULE OF ALL SALES PROMOTION ACTIVITIES PLANNED

Promotion Birthday Parties

Ladies’ Spa Day Mother-Daughter Day

December By appointment

Create and distribute Face book/Flyer Advertisements

-

January By appointment

Month of Event -

February By appointment

Survey for Feedback Create Ad for Flyer

March By appointment

- Handout Flyers around community

April By appointment

- Create Contest on Face book

May By appointment

- Month of Event

June By appointment

- Survey for Feedback

11 | O n e E i g h t y S a l o n

VII. BUDGET

The advertising campaign for One Eighty is very low cost. Many of the advertising

forms will be free. Also, the events planned will make profit and all supplies used in them

will have already been purchased for daily service. The only true cost for the business

during the sale’s promotions is paying the employees.

Media Description Total Cost

Flyers Staples 6 cents per full page (.06 x 500) x 3 events

$90.00

IX. STATEMENT OF THE BENEFITS TO THE CLIENT/ADVERTISER

The advertising campaign begins by expanding One Eighty into the community. By

getting involved in events and promoting the business’ name as much as possible, we will

gain new customers and a more recognizable name. Considering One Eighty offers

affordable products and quality services, the revenue will increase directly with the

customers.

Emphasizing the family friendly environment that One Eighty contains, we will gain

a great business image. By holding events that potentially bring new customers in, we will

show them what One Eighty is all about. At these events, we will show them all of the

products and services that One Eighty offers and give them the opportunity to experience

some of them.

In addition, a survey will take place after the completion of each event in order to

get feedback to further improvement. We are confident that if One Eighty follows the

advertising campaign, the goals and objectives will be reached.

12 | O n e E i g h t y S a l o n

X. BIBLIOGRAPHY

"Connect with Friends and Theworld around You on Facebook." Facebook. N.p., n.d. Web. 13 Nov. 2014.

"Indianola, Iowa." Indianola, IA. N.p., n.d. Web. 13 Nov. 2014.

"One Eighty Salon & Spa Home Page." One|eighty Salon & Day Spa. N.p., n.d. Web. 13 Nov. 2014.

"Redirect Notice." Redirect Notice. N.p., n.d. Web. 13 Nov. 2014.