Facing the decline of traditional marketing in the salon industry, Jacinda’s Salon & Spa partnered with WebCitz to craft a digital-first brand experience that elevated their luxury status and drove guest engagement. This case study explores how a coordinated web, social, and in-store strategy positioned the salon as a leader in Oshkosh‘s wellness scene.
The Challenge
In 2007, the salon industry was heavily reliant on walk-ins and phone books. Jacinda’s Salon & Spa recognized early on that to maintain a “high-end” status, they needed to reach guests where they were spending more of their time – online. Their requirements included:
- Sophisticated Digital Identity: A website that reflected the high-end aesthetic of their downtown facility.
- Direct Guest Engagement: A way to stay “top-of-mind” with past guests to encourage repeat bookings for hair and massage services.
- Multi-Channel Presence: As platforms like Facebook and Twitter began to take off, they needed a professional way to enter the social media conversation.
- Cohesive Physical Branding: They needed their in-store environment to match their new digital marketing efforts.
The WebCitz Solution
We implemented an “Omni-Channel Luxury” roadmap, providing a suite of services that modernized every touchpoint of the guest journey:
- Custom HTML/CSS Web Development (2007): We built a sleek, performance-oriented website from scratch. By using a custom HTML/CSS framework, we ensured the site was fast-loading and visually tailored to their specific brand of luxury, serving as a digital menu for their salon and spa services.
- Social Media Pioneering: We were among the first to bring downtown Oshkosh businesses into the social era. We set up and managed their Facebook and Twitter profiles, using these platforms to share style inspiration and “last-minute” appointment openings.
- Email Marketing & Guest Retention: We architected and managed targeted email campaigns. By reaching out to their database of past guests with personalized promotions and seasonal wellness tips, we helped the salon maintain a high re-booking rate.
- Integrated Graphic Design: Our creative team extended the brand into the physical space. We designed professional wall signs and other storefront collateral, ensuring that the guest experience was visually consistent from the moment they saw an ad to the moment they walked through the door.
- Technical & IT Support: We served as their on-call technical team, providing occasional computer work and troubleshooting to ensure their booking and POS systems remained operational.
The Result
Between 2007 and 2012, Jacinda’s Salon & Spa remained a dominant and highly recognized brand in the Oshkosh wellness market. Our partnership successfully transitioned the business into the digital age, using a blend of high-performance web code and aggressive social/Email Marketing to keep their stylists and massage therapists busy. By trusting WebCitz with their total marketing strategy and IT needs, Jacinda’s was able to focus on the artistry of beauty while we handled the science of their growth.
