My client owned a successful beauty salon in downtown Cambridge. She had a rotating clientele of students from local universities, and because of this she was seeing high variability in appointment bookings.

Her goal was to make her brand more visible & increase return rate for her clients.

I met with the client on multiple occasions, both virtual and in-person at her Cambridge location, to brainstorm ideas and outline her vision for how we could utilize social media to make her brand more visible. I also shadowed her workstation whilst meeting with clients and observed her salon vibe & esthetic with the purpose of translating this into the virtual realm.

We decided to run a very specific, targeted newsletter campaign which focused on the times which female students would be return to college & leaving for holiday breaks. Here are some examples of the newsletter campaigns we created:

We also ran targeted promotions in each newsletter to work with the objective of the season. My client also had a consistent 15% off first-time students, which we highlighted & showcased at the start of each semester's newsletter

We also sprinkled in other newsletters for the following topic areas on an ad-hoc basis.

After implementing this newsletter strategy, my client saw a 30% increase in appointment bookings during the fall semester, which was the first semester of the newsletter.