Management Practices

STAMP 2015: Charles Penzone Salons' Overall Coordinated Campaign

Stacey Soble | September 8, 2015 | 11:44 PM

Way to Say I Do
The Charles Penzone Salons
Columbus, Ohio
Owned by: Charles and Debra Penzone

In the last quarter of 2014, The Charles Penzone Salons decided to refresh their bridal presence in the marketplace. They started by designing a bridal monogram, as a consistent brand on all their bridal materials. Then, the salon launched a new informative bridal service menu offering brides a Bridal Beauty Checklist and new bridal packages for ease in scheduling. And a bridal microsite features the work of Penzone professionals and integrates with Instagram to pull in images that were hashtagged with #CPBrides.

As the salon participates in several bridal shows in the Columbus area, they receive email lists of prospective brides. An email marketing program mails these brides directly after the show, and at three-month intervals leading up to their wedding dates. The post-show prospecting email boasted a 42.3 percent open rate.

A bridal print ad campaign incorporates the monogram, new imagery and bridal packages. And a social media campaign leverages Facebook and Instagram to drive brides to the microsite.

“Our bridal totals have skyrocketed since this campaign was introduced,” Debra Penzone says.

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