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- 1. Douglas J Aveda Digital Strategy Halie Burgess New Media Driver’s License
- 2. Background • Founded by Douglas and Sharon Weaver • 5 Professional Salons & 6 Institutes • Douglas J Aveda Salons/Institutes • All Natural Products
- 3. Goals • Increase Consumer Awareness of Brand • Increase Traffic on Social Media sites and Company Website • Increase Percent of Returning and New Guests • Increase Institute Enrollment
- 4. Big Idea • Healthy, Natural Salon & Spa Substitute • Using Community Relations as Selling Points • More Frequent Posts Showing • High-End Service and Retail Products
- 5. Target Audience • Roughly 30,000+ region • Men and Women • Ages 18-32 • All Races and Ethnicities
- 6. Target Audience • Single or Married • Full-Time Student or Employed • Those Seeking to Live a Healthier, Natural Lifestyle
- 7. Key Performance Indicators • Visitors on Social Media Sites • Total Purchases (Product & Services) • Graduation Rate • Satisfied Customer Ratings
- 8. Tools & Tactics • Facebook • Twitter • Vine • YouTube • Instagram • Google AdWords • Google Analytics
- 9. Budget • Roughly a $5 Million Company • $24,000 per Month on Digital Marketing • $4,800 per Month on SEO • $12,000 on PPC • $3,600 to Social Media
- 10. Douglas J Aveda Success
Notes de l'éditeur
- Hello everyone, I am Halie and today I am here to show you a few ways in which we can improve Douglas J Aveda as a brand.
- Douglas J was founded in 1967 by Douglas and Sharon Weaver in East Lansing, MI. Since it’s beginning, Douglas J has expanded to become Douglas J Aveda Salons and Institutes and is composed of 5 professional salons, and 6 institutes of which all strive to live by Douglas J creeds and practice a more natural, healthy lifestyle. Douglas J uses only the most natural techniques and products. The majority of Aveda products are naturally derived from plants and the earth without any harmful ingredients.
- The goals of the campaign are to increase consumer awareness and traffic on the social media sites as well as the brand website where they can find more out about the company and Aveda products. Through better digital marketing on social media sites, we will be able to increase awareness and in return will increase traffic, new and returning guests and enrollment in the institutes.We want our consumers to view Douglas J Aveda Salons and Institutes as a place to escape, be at ease and absorb the natural elements of the earth and relaxation.
- With that being said, We want to sell to our guests to find Douglas J Aveda as a healthy substitute for salons and spas that only use natural products and leave them feeling at one with themselves and the earth. We want them returning to us and this is a easy, beneficial promotion to run because either way we are making a profit, while having return guests and the marketing efforts such as videos etc will not be too costly or difficult. There are many positive aspects that the public may not be aware about such as Earth month, breast cancer, JDRF and many other efforts to help support causes and donate money as well as how they educate students and provide excellent service to their guests, all while promoting Aveda products as another large selling point.
- Douglas J Aveda Institute and Douglas J Salons aim to please those on a budget or with no budget, whether it is broke college students, or wealthy locals. On all of the social media sites we choose to be present and active on, it may be possible to apply demographic filters for major locations in our markets where digital strategy activities can take place. Because of the variety of prices and services offered, Douglas J caters to men, women and children of all ages with superior service. Ideally, I would like to target: Roughly 30,000+ per regionMen and WomenThe services offered tend to both men’s and women’s needs from salon to spa.Ages 18-32 We want to bring in guests in which can pay for the services they intend to get as well as purchasing the Aveda products recommended in their retail tour. These ages are still active on social media sites and have higher brand awareness.Having a younger target audience allows us to establish a brand relationship with them at a younger age and ensure their loyalty as a returning customer.All races and ethnicities
- Single or MarriedFull-time student or those employedThose seeking to live a healthier, natural lifestyleHighly active on social media outletsBy being present in the media in which these ages use, we are engaging with them more easily and can influence their decisions where to receive such services with our presence. May be looking to find new salon/spa with a more Zen, natural setting and Douglas J offers this.
- The Key Performance Indicators for this digital media strategy I am developing are:Visitors on the social media sitesTotal purchases (Aveda products, gift cards, services)Actions completedThe Institute’s graduation rateAnalytics toolsSatisfied customer ratingsWe will be able to measure if the campaign is a success through measuring the metrics of these KPIs.We hope to accomplish a 40% increase in social media presence and awareness through this campaign and to find out if we reached our goal, we can measure all of this through the KPIs previously mentioned.
- The Tools and Tactics I would like to put into place to create a better online presence with our guests is on Facebook, Twitter, Vine, YouTube and Instragram while tracking all of this with Google Adwords and Google Analytics. Understandably, this seems to be a lot of movements on the web and through digital marketing, however, let’s not be too overwhelmed or concerned. Anyone in the business world knows, actually, everyone who is a functioning human in society within our target market knows of and about all or majority of these social networking sites. Because these sources of social media are high in demand for users and successful tools for communication, marketing and easy advertising channels, we think that this will be the best route to take. With video clips and commercials that are created, we will stream those on Vine, YouTube, and Facebook, we will also link these to all of the social media sites, put them on the main Douglas J page, and put it on our blog. Due to the fact that we have no many ways to stream our company to our audience through the internet, using Instagram by posting ads, using Twitter to tweet promotions that are going on, work that is done at Douglas J and even just directing them to other social media sites or the company page. Keeping up a Facebook page is also a critical part of keeping touch with out audience. A large part of our target market fall into the segmentation of which use Facebook daily and want to connect themselves with companies that provide respectable high-end services and products and that is exactly what Douglas J does. Using Google’s Analytics, AdWords sites are going to help us track all of our Pay Per Clicks, traffic etc. to see if we are truly using our online presence to its fullest potential.
- Because Douglas J is roughly an annually $5 million company and growing with its internal and external improvements, our monthly digital marketing budget should be $24,000 per month. This is for all branches of the company, Institutes, salons and Aveda experience centers covered on the Douglas J website. Spending around $4,800 per month on Search Engine Optimization. Because we are trying to reach our goals within 6 months of strong online media presence, we will allocate a little less money on SEO and more on PPC. PPC we should budget about $12,000 per month. This is an easy and effective was to drive immediate traffic to our websites. If we allocate $3,600 to social media, we will have enough to pay for the time it takes to plan the social media strategy. More time on strategy means more money allocated and we need to focus on our main goals. If we spend about $1,200 on e-mail marketing per month, we can easily communicate with new and pre-existing clients by sending out press, promotions, etc. $1,200 to mobile marketing ensures that all media outlets that are functional on mobile devices have been reached and met, this includes SEO and PPC as well. Content will also be allocated at $1,200 per month. Because we are running a short campaign, we need results fast and focus on more marketing than pure content.
- Overall, with the implementation of all of these tools and tactics and really focusing on the target audience, we will be creating more awareness of the Douglas J Aveda Brand and Locations to drive in more interest on social media and websites, which will lead to more interest in the locations and services provided creating new relationships and maintaining the old.