While many of the marketing ideas that SALON TODAY is judging in this year's STAMP competition started with a heart-felt purpose, we loved how Nurtur Salon and Juut wrapped their communities in their culture:
A Day for Teachers
Nurtur Salon, owned by Patrick Thompson in Columbus, Ohio, took a bold step shortly after the school shooting in Parkland, Florida. “More than 30 area schools reported threats after the Parkland shooting, many cancelling classes for days,” Thompson says. “We could only imagine the stress these area teachers were under, and wanted to help in any way we could.”
Nurture quickly organized a mini-campaign to thank its area teachers in the form of a selection process for three deserving school teachers to receive a spa day on the house. The marketing team, consisting of a social media specialist, marketing manager and graphic designer) created an email promotion and an Instagram post and from those had 60 teachers anonymously nominated very quickly. The salon selected three winners and matched each teacher to one of Nurtur’s three locations. Nurtur’s professionals donated their services for the day, while the salon gave each teacher a $50 gift card.
“We received a ton of return on investment from this campaign,” Marketing Manager Mary Sundermeier says. “What we saw was a community coming together to support each other. This is the community here at the salon. We showed we care—what’s more important than that?”
A Blog for Moms
With each blog on its website, Juut, with 11 salons in Minnesota, Arizona and California, strives to serve three purposes—to inform readers about its offerings, to connect with teachers on a personal level and to share information on wellness from a holistic perspective. This year, Mother’s Day presented on opportunity to do just that, while also celebrating some of the amazing moms on the Juut team.
“We partnered with Imaginal Marketing, who interviewed three of our stylists to get a glimpse into their personal wellness routines and find out how they manage to fine balance as working mothers,” Owner David Wagner says.
Because the blogs came from a place of sharing from one mom to another, they came off as personalized, honest and intimate, rather than preachy. Sharing personal wellness tips as well as recommending products the busy moms love, the blogs reached 4,000 people on social media and made the moms on the Juut team and in the community feel valued and celebrated.