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Management Practices

STAMP 2015: Jillian Grace's Overall Coordinated Campaign

Stacey Soble | September 8, 2015 | 11:36 PM

Summer Beauty Cocktail
Jillian Grace Salon
West Grove, Pennsylvania
Owned by: Jillian Tuskweth

To counteract the summer sales slump, Jillian Tuskweth launched a summer service promotion with a fun seasonal message: “Enjoy a summer beauty cocktail!”

On the menu were services clients tended to take before or after a vacation, including a coconut lime mani or mani-pedi, a coconut lime mini-facial, a bikini wax, face-framing highlights, a demineralizing treatment, and a color gloss for shine and protection. When guests chose two or more of these special services, they received a free brow wax. Plus, everyone who took advantage of the promotion received a summer cocktail or mocktail.

“This promotion encouraged bundled sales and upsells, and we included a special offer on Bumble and bumble’s Surf line of products,” Tuskweth says.

The salon worked with Imaginal Marketing, which used splashy citrus art that tied in with both the season and the cocktail theme. The campaign, which cost $690, included a homepage update, online promo page, Facebook cover photo, 30 Facebook posts, an e-card, a poster, mirror cards and an accompanying blog post about how to achieve beachy waves.

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