Serenity Salon wants to provide a relaxing experience for women ages 24-35 with children and ages 36-50. The salon aims to be affordable while offering haircuts starting at $35, haircuts and color starting at $85, and styling starting at $65. Initially focusing on hair services, the salon hopes to eventually expand to nails and waxing as well. Located in Mesa, Arizona, Serenity Salon will be open six days a week from 10AM to 7PM for walk-ins or appointments.

1. A Getaway From Everyday Life
By
Madison Haga
Amanda Severn
Kathy Villa

2. 5 W’s Summary
Serenity Salon wants for women between the ages of 24 and 35
with children and women between the ages of 36 and 50 to be able
to enjoy a relaxing time at the salon. We want to be able to provide
women with a place to getaway from the busyness of everyday life
and enjoy a relaxing haircut, style, or color at a reasonable,
affordable price. Such prices would be: Haircuts at $35, Haircut
and Color at $85, and styling at $65. We offer different types of hair
styles, color, and haircuts. Eventually we want to expand services
to nails and waxing. Serenity will be open six days a week from 10
AM to 7PM, walk-ins are welcomed and you can also make an
appointment. Serenity is hyper local in the city of Mesa, Arizona.

3. Features and Benefits
•Hair Products
•Trained Stylists
•Cleanliness
•Technology/
Online scheduling
• Continuing the
experience at home
• Getting the cut/style
you want with
confidence
• Clean work
environment
• Easy to schedule
appointments

4. • Brand Attributes: Calm, relaxing, inviting, friendly,
serene, happy, affordable, quality
• Brand Essence: Serene
• Brand Ideal: Beyond money, we exist to provide
peaceful, affordable environment place for women to get a
haircut.
• Brand Statement: Serenity is a hair salon that provides
haircuts, styles, and/or colors to women 25-55 year olds in
the haircare market. Trained stylists provide affordable,
high quality haircare to give women a more relaxed, and
confident feeling

5. Target Audience
Stay at Home Moms
• Age- 24-35 years old
• Gender- Female
• Marital Status- Married with children
• Income- Middle Class
• Geographical Area- Mesa, Arizona
• Interests- Shopping, cooking, working out, appearance
• Online Consumer Behavior- Instagram, Facebook, Twitter, Pinterest,
YouTube

6. Target Audience
Working Women
• Age- 36-50
• Gender- Female
• Marital Status- Married/ Unmarried
• Income- Middle Class
• Geographical Area- Mesa, Arizona
• Interests- Working out, shopping, relaxing
• Online Consumer Behavior- Facebook, Instagram, LinkedIn,
Twitter, Pinterest

7. Marketing Strategy & Mix
• Objective: Raise brand awareness by 200% and
sales by 50%
• We believe that by using a mix of traditional
marketing (direct) and digital marketing (Facebook,
Instagram, email, and YouTube), will help us reach
our target audience of stay at home moms and
working women because they all can be targeted to
a certain location. After research online consumer
behaviors of our target audience, we found that
these websites were the most visited.

8. Marketing Strategy & Mix
• Traditional Marketing Channel
• Direct Marketing- Mailing
- Mailing will help us reach our target
audience by allowing us to mail to everyone in a
specific zip code to let them know that we are
located in their area as well as sending out
promotions

9. Marketing Strategy & Mix
• Digital Marketing Channel
• Email
- Emails will be sent out to first time
customers with promotional deals included if they
refer a friend. Website will include an email capture
that allows us to email people who visit our website

10. Marketing Strategy & Mix
• Digital Marketing Channel:
• Instagram
- Make an account that follows people in Mesa,
and posts pictures of recent haircuts done. Also include
promotional deals. From the account we will use
hashtags and also like people’s posts that are located in
our area

11. Marketing Strategy & Mix
• Digital Marketing Channel:
• Facebook
- Promotional posts that shows deals as
well as brings them to the Facebook page. These
posts will target people in our specific location.

12. Marketing Strategy & Mix
• Digital Marketing Channel:
• YouTube
- Buy ad space that is specified to show
based off our target audience’s age, gender and
their location. This ad will show our business
environment in a short video

13. Instagram account and
Post

14. Instagram account and
Post
• Where the ad goes to on the website
• The ad leads to the Instagram page, where the
link is located. The link takes the person to the
website page that has stylist names, numbers
and hours they work. Along with pictures of
haircuts, stylists and colors that they have
done in the past!