Essential hair design

Essential Hair Design

Kelly Lunsford • Roberta Hansen

Agenda

Section Section Title

1. Background, Objective, and Strategy

2. Scope of Project (Tools and Timelines)

3. Project Analysis

4. Lessons Learned

5. Conclusion

Background, Objective, and Strategy

Background

Essential Hair Design is a small privately owned

business

Established in 2006 from three individuals in the

cosmetology industry

Successful maintaining their current cliental

Expansion and advertisement has been limited at best

No social media currently

Their current referrals are by word of mouth

Menu of services and individual business cards

A significant opportunity for growth!

Objective

The objective of the social media campaign for

Essential Hair Design is to increase awareness

and exposure

Enhance reputation through testimonials,

blogs, proven expertise

Develop a network of followers to increase

word of mouth and continue retention

Ultimately, increase cliental and thrive

Put Essential Hair Design on the Map!

• Research current hair salons via internet and monitor social media• Develop Content, Messaging, and Imagery for Campaign• Connect and engage by sharing valuable content• Generate leads with website and other tools with the blogs, ask for information and coupons• Increase awareness and preference through social media

Strategy

Scope of Project

Timeline of Events

Milestone PlannedActual

(LBE)% Compl Health

Develop website content mock-up 10/15/12 10/15/12 100% OK

Brainstorm potential Advertisors 10/15/12 10/15/12 100% OK

Create Blog “Shell” and Content 10/19/12 10/20/12 100% OK

Create Twitter Handle 10/20/12 10/20/12 100% OK

Determine Website URL 10/20/12 10/20/12 100% OK

Obtain / Develop Visual Imagery 10/16/12  10/16/12 100% OK

Record YouTube Video 10/20/12 10/20/12 100% OK

Rehears Presentation 10/22/12 10/22/12 100% OK

Slideshare presentation (1st Draft) 10/19/12 10/18/12  100% OK

Slideshare presentation (Final) 10/22/12 10/22/12  100% OK

Paper (1st Draft) 10/19/12 10/18/12 100%  OK

Paper (Final) 10/22/12  10/20/22 100% OK

SM Tool Why How

Website Increase awareness of business and services

Menu of services, bio of stylists, coupons, and testimonials, request for appointment, and request for information

Twitter Increase awareness and bring traffic to website and increase cliental

Advertisements and testimonials and Twitter Handle

Facebook Increase awareness and bring traffic to website and increase cliental

Advertisements and testimonials and Facebook Company Page

Pinterest Increase awareness and bring traffic to website to increase cliental

Pinups on Pinterest of hairstyles

YouTube Show how to videos and other services Introduction of salon, salon owners, and services.

Social Media Tools

Website

Increase awareness of business and services and put

Essential Hair Design on the Map!– Menu of services– Biography and pic of stylists– Featured Products– Coupons and Discounts– Testimonials– Request for appointment and request for information.– Blogs– Inspiration Homepage

Salon Owners Menu of Services Inspiration Blogs/Testimonials Contact Us

www.essentialhairdesigns.com

Website Background

Website background– Appealing to women– Demonstrates style and new

trends

Large Icons for Dropdowns– Easy to access– Easy to navigate for all

personalities

Website Pictures

Salon Pictures

Website Icons for Quick Clicks

Contact UsInspiration Services

Example of Competitor Website

Twitter

Salon owner and clients to post short messages and

converse with other users.

Share articles, blog posts, expertise on celebrity

hairstyles

Include link to Facebook and Pinterest content

Follow and participate in discussions related to hair

styles, tools, and care

Introduce regular features such as “hairstyle of the

month”

Comment on tweets and re-tweet other posts to build

community

Offer Q&A sessions relevant to hair care and styling

Twitter

Facebook

Share experiences with the salon including images and

videos

Share articles / blog posts / expertise on celebrity hair

styles

Start discussions about hair care and styles and ask

questions to encourage interaction

Post interesting hair content

Create surveys to encourage participation from visitors

Share positive product reviews / client testimonials

Links to website, introduction of new services and

products, coupons

Pinterest

Post celebrity hairstyles and comments and ask for reader input

Share pictures on celebrity hair styles

Post interesting hair content

Links to website , introduction of new services and products, and coupons

Pinterest

YouTube

Introduction of salon, salon owners, and

services

How to videos and other services

Link to Website

Add to website content

Include Heard it on Youtube for discount

Additional Strategies

Charity events

Surveys for new and existing

customers

Referrals for existing customers

Project Analysis

What worked

Very aggressive plan upfront. Develop a phased

approach

Develop a plan for gauging metrics and

measuring profitability

Very enthusiastic and motivated to apply new

learnings and tools

What Didn’t Work

Very aggressive plan upfront and the time

invested required was not taken into

consideration

Develop a plan for gauging metrics and

measuring profitability

Collaboration via email, sametime, and phone

for final project versus online tools

Lessons Learned

Very aggressive plan upfront

Develop a phased approach

Develop a plan for gauging metrics and

measuring profitability

Consult brand image expert and web advisor

Conclusion

Conclusion

Increase awareness and

Preference

Thrive for the Future

Develop a Network of Followers