Gina Bianca Hair Salon
SITUATION ANALYSIS
Kandice Guerrera
PBR 550- Social Media Metrics and ROI
Public Relations Master of Arts Program
Full Sail University
11.22.14
I. PROJECT OVERVIEW
Gina Bianca Hair is a modern, upscale salon with a tranquil and inviting environment to provide a comfortable and relaxing experience for all. The salon is state of the art, brand new, and available to all budgets! Gina the owner has been building her brand for about 4 years and has established a great client base. However her salon, Gina Bianca Hair, has only been in operation for 2 months and is steadily growing. With PR efforts Gina Bianca Hair needs a marketing plan to increase brand awareness, and business growth. The next step for Gina Bianca Hair is to continue creating a solid, consistent online presence to increase new clientele and fans but target them towards the other stylists not just Gina. Lots of Gina’s clients come in asking for her, and instead of making them wait hours, they go by what is called team service. This practice is great because unlike other salons the client isn’t locked into just one technician. So if the client is more aware of other technicians in the salon they will feel more comfortable going to them.
This project can represent an example of the skills and knowledge I have gained in this program by using social media channels to expand the clients’ relationship with their audience as well as maintaining a consistent brand image.
II. ORGANIZATIONAL BACKGROUND
Gina Bianca Hair was established in 2014 with the vision of building the salon as if Gina was the client. Everything in the salon is brand new and includes comfortable washing sinks, chairs, an espresso/cappuccino machine, and an open color bar! The technicians in the salon specialize in hair color but also offer haircuts, styling, washes, and all kinds of color maintenance, extensions and makeup application. The salon has up to 5 people there on a daily basis. The management structure in the salon includes Gina Bianca who is the owner of the Salon. Next is Lily Johnson, Judy Coddington, and Varyssa Walker. The salons main target audience includes women who are nurses, lawyers, doctors and are between the ages of 25-40. These women are adamant about their color maintenance and visit the salon regularly. The only direct competition that Gina Bianca Hair is box color. A lot of people prefer using box color instead of paying money at a salon. The state of the salon is focused regionally in the CT area. However, the salon does get clientele that drive within 20 miles or from NYC. The main areas where most clients live are Norwich, Southington, Cheshire, and Wolcott Connecticut.
III. COMMUNICATIONS ANALYSIS
Gina Bianca Hair’s image and reputation focuses on the salons motto every guest, every time. This gives each client a great experience every time they enter the salon. The only PR efforts that have been initiated are in house social media, as well as their spin the wheel for holiday gift certificates. The communication channels that Gina Bianca Hair is currently using are word of mouth, Facebook, Twitter, and Instagram. The messages the salon is communicating with the public are different before and after pictures of client’s hair, salon specials, and sometimes a Q&A with clients who have questions about hair. Implications of this information show that the salon has initiated some great PR efforts and just need some more help. Since the salon just opened two months ago the salon has been busy so the time Gina has to initiate PR efforts is very little. This applies to the planning of my campaign because I plan to have Gina Bianca Hair provide an interactive social experience for their clients. This means that Twitter, Facebook and Instagram will be playing a huge role in the PR campaign. This way contests and events can be held and shared through different media sites.
IV. CURRENT SITUATION
Gina Bianca Hair’s current situation has been building the brand. The salon has only been opened for about 5 months and prior to the opening, Gina has been renting a chair for about 2 years. Gina has been constantly busy since the opening, and has plans on expansion. Prior to the salon, Gina admits that she used to wash peoples hair out of her kitchen sink because you have to start somewhere. Gina Bianca Hair’s connection with the community is they have done previous events for the Independence Fund in CT, and Breast Cancer Awareness Extensions. Now the key problem/ potential opportunity that this PR effort/campaign is addressing is a men’s cutting campaign or a campaign to help grow the clientele of the other technicians. The opportunity that this PR effort will be doing for Gina Bianca hair is creating brand awareness, increasing clientele to stylists and makeup artists. Gina wants the organization to ultimately expand up to 5 locations! There are no current pitfalls that could be encountered unless a new salon opens within 5 miles offering the same services for cheaper. The implications of this information can improve Gina Bianca Hair and create great opportunities to help the business expand.
I. PRELIMINARY IDENTIFICATION OF TARGET PUBLICS
The preliminary identification of target publics consists of those who are looking for the perfect salon to go to with reasonable prices. The demographics of Gina Bianca Hair are women between the ages of 25-40 and are middle to upper class and make about 30k-75k a year. The locations of the salons target publics are in and around the Connecticut area. Including towns as Cheshire, Southington, Norwich, and Wolcott. Thepsychographics of these publics are either highmaintenance or women who enjoy spending money. Their lifestylesusually include working, shopping, and maintaining their image.The preliminary identification of target publics would apply to the planning of my PR campaign. This information will make it easier for me to target potential and current publics creating brand awareness for Gina Bianca Hair.