Style Salon and Spa Master

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Style Salon &Spa

E-COMMERCE MARKETING STRATEGY

Presented By: Group Orchid

Dasha Boguslavskaya ([email protected])Tracey Bailey-Coleman ([email protected])Jennifer Norris ([email protected])

Kandace Perkins ([email protected])

Presented On: June 24, 2010

Prepared For: MKT 720

mailto:[email protected]










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Under the Direction of: Dr. Pingjun (June) Jiang

LaSalle University

Table of Contents

Table of Contents ............................................................................................................................. 2 1.1 Electronic Commerce Objective of the concept ..................................................... 3 1.2 Key aspects of the Internet Marketing Plan ............................................................ 3 2.1 Current Players, their offerings, their strengths and weaknesses ............................4 2.2. Market Segments- Who are they? What do they care about? ................................ 5

2.3 Benefits that customers from different segments obtain from all of the offerings provided by this industry ............................................................................................................ 5 .................................................................................................................................................... 6 2.4 Important trends affecting this industry (e.g technology developments, government regulations) ............................................................................................................. 6 2.5 Key success factors .................................................................................................. 6

3.0 Frame Opportunities and Identify E-Business Initiatives ........................................................ 7 3.1-3.2 Describe in words the opportunity that you see for an e-Business Initiative. Is this opportunity to be seeded in a new or existing “value web” ........................................................7 3.3 - Articulate a value web for your proposed offering by charting the various ways theoffering could have the most influence on the values delivered to customers. ........................8

3.4 Develop a needs-based segmentation strategy to identify distinct groups of customers to whom you could potentially provide attractive offerings. .......................................................... 8 3.5 Specify the value propositions for your target segments that would be provided by your e-Business initiatives ...................................................................................................................... 9 3.6 Design a Business Model ................................................................................................... 10

4.0 Internet Marketing Mix Analysis and Strategies .................................................................... 11 .................................................................................................................................................. 11 4.1 Goals and Objectives of the website ................................................................................... 11 4.2 Product Strategy .................................................................................................................. 12 4.3 Pricing Strategy ................................................................................................................... 12 4.4 Place Strategy ..................................................................................................................... 12

5.1 Customer Interface ............................................................................................................. 14 5.2 Technology Issues ................................................................................................ 16 5.3 Legal and Ethical Issues: .................................................................................................... 18 6.1 Integrate Online and Offline Communication Levers to Increase Web Traffic .................19 6.2 Implement the Site Promotion Specifics .............................................................................19 6.3 Press Release ....................................................................................................................... 20

7.0 Appendices .............................................................................................................................. 22 7.0.1 Financial Analysis ............................................................................................................ 22



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.................................................................................................................................................. 23 7.0.2. Control and feedback processes: ..................................................................................... 23 7.0.3 References used: .............................................................................................................. 23

1.0 Executive Summary

1.1 Electronic Commerce Objective of the concept Style Salon and Spa is located in the metro Philadelphia, PA area. Currently the spa operates

one physical location and has a very limited online presence. The current website is lacking in

design and merely serves as a hub for general information such as the location, phone number

and hours of operation. By resigning the website, Style Salon and Spa will be able to better

compete with it's exisiting competitors while increasing it's own sales potential. The redisgned

site will have the ability to main customer contact information and preferences while creating a

vehicle for the spa to expand it's product promotion and affiliations with brands such as Sephora

and Ulta. Customers of the spa will also have the ability to purchase gift certificates online. We

will also enhance the overall customer experience by allowing the patron to schedule their

appointment online.

1.2 Key aspects of the Internet Marketing Plan

The key aspects of the marketing plan will aid in enhancing the Style Salon and Spa brand in the

marketplace and will be accomplished by the following practices:

• Updating the context of the site to make it more visually appealing

• Enhancing and updating the services that are available on-line

• Adding a blog

• Allowing customers the option to register

• Ability to purchase gift certifcates

• Increased site promotion



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o Paid placement

o Email marketing

2.0 Industry Overview

2.1 Current Players, their offerings, their strengths and weaknesses As of June 2008, there were 18,100 spas in the United States, up from 14,600 the year before.

Overall, the number of spa locations in the U.S. has grown 20% on average since 2000. As most

Americans continue to live a fast paced, high stress lifestyle that comes along with juggling

responsibilities such as work, home, children and even school, many are looking for a way to

relive those pressures and are turning to spa services as an outlet. Services such as massage

therapy which were once considered methods of alternative medicine have become more

mainstream and the above statistics clearly illustrate that transition.

Currently there are several major chain spas such as Canyon Ranch, Golden Door, and Elizabeth

Arden Red Door Spa who operate multiple locations across the United States. There are other

national companies such as Massage Envy who focus on a limited amount of services and

require most patrons to sign up for a membership style package. However, most spas operate

only a single location and typically earn less than $1 million a year.

Because the market is so large and fragmented in terms of the services provided, strengths, and

weaknesses could vary greatly from one spa to the next. For example, a larger national base

chain has better name recognition in the marketplace but could incur difficulties in maintaining

loyalty because of the increased cost for services. Whereas a smaller one shop spa may not be



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well known but may be able to build a loyal customer base because of the ability to know more

of their customers on a one to one basis.

Most spas are grouped under the heading of day spas (60%), resort and hotel spas (27%), and

medical spas (10%). However, there are other smaller providers such as destination spas, mineral

springs spa, cruise ship spas, club spas and even airport spas.

2.2. Market Segments- Who are they? What do they care about? Our segmentation can be grouped into three distinct types:

• Geographic

o Our primary geographic target would be individuals in the

Philadelphia metropolitan area as well focusing mostly on those in the

Northeast section of the city and surrounding suburbs

• Demographic & Psychographic

o We are targeting Gen X , Gen Y and Baby Boomer females.

Although we have services for men, our primary target is female. Inaddition, we are focusing on individuals who have a higher discretionary

income who see the importance of spending their hard earned dollars on

spa services.

2.3 Benefits that customers from different segments obtain from all of the offerings

provided by this industry

The benefits that customers receive from the spa industry are similar despite

the varied segments. Most customers are looking for a way to relax and find that services such as

massage and facials are the best way to unwind. Others frequent day spas for the enhancement to

their outward appearance. By regularly scheduling treatments, customers often look and feel



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better about their personal appearance. Lastly, many customers appreciate the holistic benefits of

massage, acupuncture and other Eastern methods.

2.4 Important trends affecting this industry (e.g technology developments, government

regulations) The key trend affecting this industry is the rapid level of growth thus creating many

varying forms of competition. The day spa industry is not highly regulated. Depending on the

level of services that are offered, varying degrees of licenses would be required. These

requirements vary on a state by state basis.

2.5 Key success factors Our key success factors are two fold:

• Effective Building of Customer Loyalty

o By providing a relevant and high level of service to our customers, over time

we expect to increase customer loyalty. We want Style Salon and Spa to be the

best and only choice that our customers will choose when booking their spa

services. By creating a more robust website, we will provide our customers with a

vehicle that will make their user experience much more enjoyable.

• Sales Growth

o By improving our website, we will be able to reach a much larger audience.

By doing so, when coupled with our brand loyalty objectives, Style Salon and Spa

should realize increased sales within year 1.



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rough on their body and could therefore benefit from the services that Style Salon and Spa offer.

Services geared towards men help them to relax and also help to improve their appearance.

Gentleman services would include men’s manicures and pedicures and even facials – all geared

specifically for them. Men will also be able to enjoy the use of our salon when getting haircuts.

3.3 - Articulate a value web for your proposed offering by charting the various ways the offering

could have the most influence on the values delivered to customers.

Style Salon and Spa’s current website leaves much to the imagination. It will be attractive and

appealing and through our website, our customers will receive a virtual experience of what it

would be like to indulge in any one of our services. In addition to creating that experience, we

also want to assure our customers that our Salon and Spa is professional. On our website, there

will be a page that will feature the profiles of each stylist, esthetician, and masseuse. These

profiles will include a picture and information such as years of experience and where they went

to school. Specifically, our stylists will also feature video blogs that discuss hairstyle trends.

We hope that this provides an illustration to our clientele that our staff is experienced and very

knowledgeable about the industry in which they work. Our website will also feature testimonials

that should also have an influence on the values delivered to our customers as a firsthand

experience with our establishment is the best way to learn of the type of business that we are.

Our website will also host videos that will feature a virtual tour of the salon/spa. There will also

be a community blog on the website where our staff can post new articles relevant to the services

they offer. This provides an open forum environment where customers can ask questions. This

demonstrates that our business is taken seriously and that we can be trusted to provide the best of

service to our customers.

3.4 Develop a needs-based segmentation strategy to identify distinct groups of customers to

whom you could potentially provide attractive offerings.

3.4.1 - Customers of spas and salons have very specific needs andStyle Salon and Spa

puts 100% effort into ensuring that those needs are met. The services and packages

offered were created to meet the needs of customers who look for the following:

• Relaxation



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• Relief of stress gained from work

• Occasions such as birthdays and weddings

• Lifestyle

• Quality Hair and Skin Products (By marketing our business through affiliates

such as HairDo by Jessica Simpson, Sephora, and Ulta, we will also be attracting

customers that are possibly interested in products such as hair extensions,

makeup, hair, and skin products. Even though these products are not sold online,

customers will be able to use our site to gain knowledge of the products we offer

in our salons as well as additional beauty advice).

3.5 Specify the value propositions for your target segments that would be provided by your e-

Business initiatives

In order to successfully achieve our goals of meeting the underserved needs of our clients and to

reach out to neglected target markets such as men and senior citizens, Style Salon and Spa will

be offering a variety of services that ensure that our customers will leave feeling relaxed andconfident about their physical appearance. Style Salon and Spa will offer hair care services,

massages, manicures, pedicures, and facials geared towards spa-goers of any age. There will

also be packages offered for special occasions such as bridal and birthdays. In addition, Bundled

Spa packages include our most popular services are available for those customers who are

interested in receiving a variety of services at one time for a discounted price versus scheduling

for these services individually.

3.5.1 - Our website will also provide our customers the opportunity to schedule an

appointment to visit our salon and spa. This is a convenient feature that meets the needs of

our customers who have hectic schedules or who just may feel more comfortable scheduling

an appointment online.



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3.6 Design a Business Model 3.6.1 What is the online business format with which you will deliver the value

propositions to the targeted customers?

The online business format will consist of a flow that is easy to read and follow. The

homepage will serve as a brief introduction to the Spa and Salon. Customers will be able

to easily navigate the site by accessing the top tool bar that will feature the Spa’s services

offered. Customers will be able to imagine themselves relaxing in our spa after viewing

photos of our Spa and Salon on the webpage. Customers will be able to also actively use

our site to book appointments, refer a friend, and also to be able to read testimonies of

customers who have already had the opportunity to enjoy our Spa.

3.6.2 How will you “package your value propositions” in the form of specific offerings,

or combination of offerings?

See price description flyer included in the appendix. We also provide gift certificates

to our clients in various increments.

3.6.3. – What capabilities and resources would you need to deliver these offerings?

It is expected that because of the expansion of our business we will need to make sure

that our Style Salon and Spa can accommodate many clients at one time. Therefore, our

existing building may require some renovating with the hope of being able to use the

current space only. The site must also be conveyed in a professional manner, therefore, a

website design specialist will need to be hired. This person should possess the

capabilities to turn our webpage into an online spa experience that will hopefully attract

more customers to our storefront.



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4.0 Internet Marketing Mix Analysis and Strategies

4.1 Goals and Objectives of the website

The overall main goal and objective of updating the website is to gain awareness needed

to make the Salon a successful business within the Philadelphia Metropolitan Area. The website

will provide information about the company, services, products, and stylists to help increase

customer traffic within the salon by 15 percent within the first six months of updating the

website. In effect, there will be an increase in profits of 10 percent also within the first sixmonths of updating the website from the new and updated services that are offered. The website

will offer the opportunity for Style Salon and Spa to promote our new affiliations that have been

established with Jessica Simpson’s HairDo, Locks of Love, Sephora, and Ulta. Also, the website

will help build brand awareness and facilitate in spreading the message about the new products

and services of Style Salon and Spa. Collecting and storing customer data has been a concern for

the Salon. By updating the website and adding new features, like a customer information page;

the Salon will be better equipped to identify trends and changes with the customer base. The

final goal of the website is to be able to better compete against our competitors. Potential

customers are able to view the updated website to learn about the new products and services

versus having to come into the Salon.



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4.2 Product Strategy

The product strategy of the updated website will be to present all the products and

services offered within Style Salon and Spa. All of the products will be described in how the

Salon uses them as well as how the client should use their purchased products at home. This

feature will help the clients to properly use the products to ensure damage is not done to their

hair or skin. Costs to the Salon of having to constantly answer phone calls or walk-in questions

will be cut down along with the client having to pay to fix a problem that could have been

prevented. The services will also be explained on the website including pre- and post-

appointment requirements for the clients in conjunction with any medical precautions.

Descriptions of the staff at Style Salon and Spa including their schooling and work experience

will become another important part of the website. Throughout the website, there will be

numerous high definition pictures of the Salon and its facilities. Pictures of clients receiving

different treatments will also be represented on the website. Testimonials from current clients

and staff will be an integrate part of updating the website. Hopefully, the testimonials will act as

friends to potential clients who might need a little push to try a new product or service.

4.3 Pricing StrategyThe pricing strategy of Style Salon and Spa will remain relatively similar to the current

prices. The prices that have been established are competitive or slightly lower than most of the

competitors. Prices could vary depending on demand of certain materials needed for that

product or service. With the majority of the potential customers in school or recently graduated

money is typically limited for them. By having a slightly lower pricing strategy, will not only

help the client base continue to grow but also retain the clients for future products and services.

4.4 Place Strategy

Style Salon and Spa will remain at 9808 Bustleton Avenue in Philadelphia. This

location is a prime location with numerous shopping centers and houses within walking distance.

For now, the Salon will continue to grow its business on Bustleton Avenue. The updated website



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should offer the opportunity for Style Salon and Spa to open the possibility of offering products

online to customers. For now, this is not the objective of the website.

4.5 Promotion Strategy

4.5.1 Integrate Online and Offline Strategies

Updating the website of Style Salon and Spa is a huge undertaking and different

promotion strategies will have to be implemented. The first will be a “Grand Re-

Opening” of the Salon and especially its website. The Salon will offer new products and

services on- and offline. Online promotion strategies will consist of offering a 15

percent discount for registering and making an appointment the same day online. Once

the appointment is over, the clients will receive a $15 gift certificate for their next visit to

Style Salon and Spa. There will be a friend referral link for $10 off to the referral and the

friend to use towards a manicure. These promotions will be offered online but used

offline. The offline promotion will include a huge “Grand Re-Opening” party at the

Salon the weekend the website debuts. Mailers will be sent out inviting all the clients as

well as local newspapers to visit the Salon. Advertisements will be in local newspapers

and magazines the weeks prior describing the festivities and especially the website while

offering a 25 percent discount for any appointments during that weekend.

4.5.2 Branding and Communication Strategies

Signage will also be a main part of promoting the website. New pictures of updated hair

models and logos of new affiliates within the Salon will help the branding of the Salon.

The weeks prior to the launch of the updated website, staff will be talking about the

website to their clients and mentioning the different discounts being offered. During this

time, staff should also be describing the new products and services that are going to be

offered following the launch of the website. Advertisments in local newspapers and

magazines will also drive traffic to the new website.

4.5.3 Implementing the Marketing Objective



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The implementation of marketing for the new website will become the main

aspect of the manager at Style Salon and Spa. The success of the marketing will

ultimately affect the success of the website and especially the Salon. The objective of

marketing the website is to entice current and potential clients to the website and

persuade them to set-up an appointment at Style Salon and Spa. Different discounts and

promotional events will ensure that traffic to the website and through the Salon will

increase in the first six months. After that time, marketing will decrease for the website

but not completely end. New offers and products will pop-up on the ever changing

website. Clients will be attracted to continue to visit the website in between their normal

visits to the Salon to learn about new promotions.

5.0 Internet Marketing Action Plan

5.1 Customer Interface

5.1.1 Context

Style Salon and Spa has a very outdated website. From the colors chosen of the site

(shades of orange and black), the random cd in the upper left corner, the dated photos of

hairstyles, and the sparse unimaginative layout that leaves you feeling cold and confused.

The new website will entail a very relaxing and welcoming environment in which the

client can start the spa and salon experience before they even step foot into the physical

location. The look of the new website will be a cross between a boutique-like resort and a

spiritual retreat: combining a modern simplicity of green and blue colors with the nature-

like textures of bamboo, water, and rocks – giving the site viewer a soothing sensation

every time. The new website layout will be very easy to navigate: top tool bar will

include the spa and salon offerings under their proper categories (Home, Specials,

Spa/Salon Tour, Services, Gift Certificates, Massages, Spa Information, Salon

Information), the middle of the website homepage will have interactive photos of the

spa/salon to show customers what they can expect once they arrive at the Salon. To the



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right of the interactive photos on the homepage, we will provide a “Book an

Appointment”, “Refer a Friend” and “Testimonial” links.

5.1.2 Content

We will provide customers with an Offering Mix through the use of the services that are

offered, the information that we will provide in regards to the different services, and also

the products that there will be available on the website through the use of affiliates (such

as hair, skin, nails beauty buys). We will also provide an Appeal and Multimedia Mix

which will be accomplished through the different photos of the spa/salon, the services

that the company provides (photos of hairstyles, nail designs, different types of massage

rooms, as well as videos for customers including a virtual tour of the salon/spa and video

blogs from the stylists in regards to the new and up and coming styles that are popular).

On top of the services offered on the previous website, here are some additional services

we will be advertising via the site – see Exhibit I.

5.1.3 Community

We will provide a community blog on the new website where stylists can post new

articles in regards to the services they offer and clients can ask questions (i.e. Q&A). The

dimensions of the community will be Interactive – since the clients can write on the

message boards as well as send private messages via the website to the bloggers.

5.1.4 Customization

Besides a personal log-in to get to your private account on the website - there will not be

customization.

5.1.5 Communication



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We will provide a Broadcast type of communication through the website via mass

mailings, FAQ’s, email newsletters with discounts, and monthly update reminders. We

will be using the One-to-Many, Non-Responding User communication archetype where

the site messages are sent out to the users without the need of the users to respond to

them.

5.1.6 Connection

On our homepage we will provide links to our affiliates. Some of the Links to Sites will

be Locks of Love, hairdo® extensions by Jessica Simpson, Sephora, and Ulta. The

connection will be mostly a Destination Site that will have more site-generated content

and only a few links to outside sources as mentioned above.

5.1.7 Commerce

Although the website will not be selling products directly on the site (they will be

providing affiliate links on the site instead) there will be opportunity for customers to buy

gift certificates through the website. A shopping cart will be provided at the top of the

page for the amount they want to purchase in the Salon and Spa services. We will have

both credit card and Pay Pal options available. We will also provide a 10% discount off

the gift certificates that were bought through the website. Some of the functional tools

that we will be providing are: Registration, Shopping Cart, Security, Credit-Card

Approval, Orders through Affiliates, and Delivery Options (for gift certificates – you can

get it shipped or come in and pick it up). The prices on the Salon/Spa’s website will have

Catalog Pricing – however the prices for the different special offers will change.

5.2 Technology Issues

5.2.1 Text Based Content

The font type and size will follow the overall aesthetics of the new design

http://www.hairuwear.com/jessica.aspx?pgID=997

http://www.hairuwear.com/jessica.aspx?pgID=997



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5.2.2 Search Site Ability

Since the website will be easy to navigate and will be a Destination site where we

focus on Spa/Salon services, we will not need a word search option on the

website.

5.2.3 Secure Logon for Clients/Employees

Visitors will not need to log onto the site. A registration function is available but

is not needed to access the site.

5.2.4 Registration Procedure

We can use a service website like www.formsite.com for secure customer

registration.

5.2.5 Multimedia

The website will have videos for customers including a virtual tour of the

salon/spa and video blogs from the stylists in regards to the new and up and

coming styles that are popular.

5.2.6 Auto Responders to Provide Info

We will use auto responders to welcome new customers, and get them back to our

website with follow up messages. We can use this to track clicks by using our

own domain instead of using a tracking link, as well as keep an eye out on who is

clicking on our links. We can also use this to send advertisement emails to

customers during the times when they are more likely to check their emails.

5.2.7 Forms for Ordering or Requesting Additional Info

We can use a service website like www.formsite.com to help with order forms.

We can also use this company for survey forms that the website can provide from

time-to-time to get feedback from customers.

http://www.formsite.com/






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5.2.8 Access Ability and Levels Allowed

Customers and staff will be allowed throughout the entire site, however only

managers and the webmaster will have the ability to alter content

5.2.9 Credit Card Purchasing

We can use a provider of payment gateway services like www.authorize.net to

help with online purchasing. Their services can help our site to authorize, settle,

and manage credit card transactions. Our site will also have a “Verified

Authorize.net Merchant” seal on the homepage of our site to show that we have a

secure method for our customers to use.

5.2.10 Web Hosting Site

Recently voted the Best Host, for our site we will use Host Monster,

www.hostmonster.com. For only $3.95, plus free set up, free domain, unlimited

disk space, unlimited data transfer as well as money back at anytime, this is the

optimal choice.

5.2.11 HTML Publishing of Site

Use a publishing tool like Affiliate Feed Script 1 that will help it “create a fully

functional store complete with affiliate selection, categories, full text searching,

and a complete back end administration area to support data feed updates,

database functions, featured product administration, etc” (www.adikit.com ).

5.2.12 Acquiring or Out Sourcing of Technical Personnel

We will not need to outsource a technical personal. We will be hiring an in-house

technician – a new La Salle University College graduate with a degree in MIS.

5.3 Legal and Ethical Issues:

http://www.authorize.net/

http://www.hostmonster.com/

http://www.adikit.com/







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We will need to make sure that we have authentic information. We will need to keep all

customers personal information as well as payment information private and secured. An ethical

issue can arise with pricing – we need to make sure that our website is accurate in what it depicts

and that the salon/spa price matches the physical location as well as the online location of the

company.

6.0 Site Promotion

6.1 Integrate Online and Offline Communication Levers to Increase Web Traffic

The most important leverage to increase web traffic is the Salon staff. They are in direct

contact with the customers everyday and can recommend visiting the website for ease of usage

and connivance as well as ‘hinting’ new promotions only found on the website. The website will

display boldly the Salon’s affiliation with Jessica Simpson’s HairDo, Locks of Love, Sephora,

and Ulta. The products and services from these affiliations will be used throughout the Salon

increasing the trustworthiness of the website. All of the promotion materials, business cards,

reminder cards, etc. will have the website’s URL- www.stylesalonspa.com along with the other

contact information.

6.2 Implement the Site Promotion Specifics

Search engines such as Google will become an integral part of how Style Salon and Spa

will be viewed on the web. Overtime, www.stylesalonspa.com will produce natural results

through search engine optimization for the Salon. The main keywords of ‘salon,’ ‘spa,’ and

‘Philadelphia’ will be used throughout the content of the website in a natural way. The HTML

title tag has incorporated two of the main keywords helping in producing a natural result- Style



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Salon and Spa. The content and quality of the website will be unmatched by other competitors in

the area. The affiliates of the Salon will be linked to the site as well as the Salon’s website link

to their websites. Hopefully, the click throughs that are generated by the searches will also boost

the natural results. The educational pages needed to increase natural results will come from the

staff members writing about the products and how to properly use them at home.

Paid placement will have to be used in the beginning of launching the updated website.

Currently, the website is not in the first few search engine results pages (CSERP) when using the

keywords ‘salon,’ ‘spa,’ and ‘Philadelphia’. The paid placement advertisements will help with

increasing brand equity while also improving the natural results of the website. Once a potential

client types in the keywords for the Salon into a search engine paid advertisment on the right-

hand side will have the title- Style Salon and Spa with the option to have one line to demostrate

the seventy character benefit of- Let us pamper you! Enjoy a few hours or the whole day with us

as we take your stress away. Since the price of our keywords tend to be lower with the inclusion

on a geographical location such as Philadelphia the daily budget will be $2.00 a day.

Adjustments will have to be made after a three month analysis of budgets and keywords.

Email marketing has been limited prior to updating the website. Now, there is no way

to collect customer information and use it as a marketing tool. The updated website will have

this capability and Style Salon and Spa will have the ability to email newsletters and promotional

offers to customers. The email marketing will become another aspect of marketing the Salon

versus a major piece which could result in customers becoming frustrated by the Salon.

6.3 Press Release

GRAND RE-OPENING OF Style Salon and Spa

AND IT’S WEBSITE- www.stylesalonspa.com

On July 1st, Style Salon and Spa will be unveiling its new website. The website will

feature new links, products, affiliations, and special discounts.



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Philadelphia, PA, June 18, 2010—New website- www.stylesalonspa.com, for Style Salon and

Spa, 9808 Bustleton Avenue will be launched on July 1st. The Style Salon and Spa has not only

updated its website but also introduced new products and services.

New products like HairDo by Jessica Simpson and beauty products from Sephora and Ulta have

already arrived to the Salon. Besides the current services, Style Salon on Spa has incorporated

numerous new services including geriatric and pregnancy messages. Beauty and hair tips are

described throughout the website. Style Salon and Spa has also partnered with Locks of Love to

help individuals overcome their devistating loss of hair.

Any customer that makes an appointment for the first weekend in July will receive a 25%

discount on any service while enjoying the GRAND RE-OPENING PARTY!

Once the website is launched, customers will be able to access their personal log book about the

different services and products they have used at Style Salon and Spa. Clients who register

online and book an appointment will receive a 15% discount and receive a $15 gift certificate for

their next visit. Style Salon and Spa has also started a friend referral program where the referral

and friend each receive a $10 coupon to use towards their next manicure. The website will

provide clients with infomation about products and services as well as testimonials and a blog.

The goal of the new and improved website is to help clients make the best decission on services

prior to their appointments.

“The website will frequently be changing to encompass the different promotional events and

discounts to our visitors” said Style Salon and Spa manager Julia Smith.

For further information about the promotional events, please contact Julia Smith at 215-464-

9050.

http://www.stylesalonspa.com/

http://www.stylesalonspa.com/



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7.0 Appendices

7.0.1 Financial Analysis

7.0.1.1Costs to implement marketing plan

(a). Costs to implement the Internet Marketing Plan

Typical General Marketing Expenses:

Advertising: $300-$500

Expense for Web technician: $1,500

Other direct and indirect costs: $300

Expense for Control and Feedback tools: $400

Typical Marketing Communications Costs:

Printing: $500

Mailing: $500

Website Development & Hosting: $300

Brochure design: $200

Radio Advertising: $350 - $500Newspaper Advertising: $300

Other Marketing costs: $600



2

7.0.2. Control and feedback processes:

The company Kampyle(http://www.kampyle.com/) provides website owners with

branded, fully customizable feedback forms that they can build to their specifications in

minutes. Kampyle’s customer f eedback forms can be used in an entire site, or in parts of

it. Different website feedback forms can be placed in different areas of a website, asking

the questions that really matter, where they matter. Kampyle’s solution can be configured

to actively ask users for feedback when and where the website owner chooses. In this

way, the site owner can gather feedback from users in the most critical areas of his site

such as Shopping carts, product search, etc.

7.0.3 References used:

www.spabeautyed.com/career-center/spa-beauty-growth

www.hospitalitynet.or g/news/4042313.print

www.experienceispa.com/media/facts-stats

www.hoovers.com/spa-services

www.kampyle.com/

www.adikit.com

www.formsite.com

www.authorize.net

www.hostmonster.com/

www.gfmcenter.com/

www.yogawiz.com/massage-therapy/benefits-of-geriatric-massage.html

http://www.kampyle.com/



http://www.kampyle.com/solutions/customer-feedback-form


http://www.kampyle.com/solutions/shopping-cart-abandonment-feedback

http://opt/scribd/conversion/tmp/Downloads/www.spabeautyed.com/career-center/spa-beauty-growth

http://opt/scribd/conversion/tmp/Downloads/www.hospitalitynet.org/news/4042313.print



http://opt/scribd/conversion/tmp/Downloads/www.experienceispa.com/media/facts-stats


http://opt/scribd/conversion/tmp/Downloads/www.hoovers.com/spa-services








http://www.gfmcenter.com/

http://www.yogawiz.com/massage-therapy/benefits-of-geriatric-massage.html



http://www.kampyle.com/solutions/shopping-cart-abandonment-feedback

http://opt/scribd/conversion/tmp/Downloads/www.spabeautyed.com/career-center/spa-beauty-growth









http://www.gfmcenter.com/

http://www.yogawiz.com/massage-therapy/benefits-of-geriatric-massage.html



www.spas.about.com/od/choosingaspa/tp/spareasons.htm

www.ezinarticles.com/?10-Reasons-To-Go-To-A-Sauna---Spa_Or-Wellness-

Centre&id=600575

http://www.spas.about.com/od/choosingaspa/tp/spareasons.htm

http://www.ezinarticles.com/?10-Reasons-To-Go-To-A-Sauna---Spa_Or-Wellness-Centre&id=600575


http://www.spas.about.com/od/choosingaspa/tp/spareasons.htm



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