Case Study - Sola Salons - Digital Marketing Playbook

2023

Paid DigitalMedia Initial Performance

OP

NHU

HLF

Covered by brand marketing fund

01

An Overview Of The National Media Plan

Harnessing thepower of machinelearning + algorithms

gives us buying power and a competitive position in the digital space

Evergreen Marketing

via SEO, SEM and Paid Socia

paid media investment split between SEM and Social (Google, Bing, YouTube, Meta)

$1.5 Million

Flight

2/1/2023 - 12/31/2023

Measurement

Number of leads & number of signed leases

Budget

$1,500,000

National Media Plan

Leveraging Advanced Multi-Location Digital Media Practices

The New Method

Individual Location Spend Costs More To Drive Less Leads

20% improvement!

Blended CPA

$20

Total Conversions

150

Total Budget

$3,000

Reno DMA

Des Moines DMA

Atlanta DMA

Campaign 1

VS

Blended CPA

$25

Total Conversions

120

Total Budget

$3,000

Reno DMA

Des Moines DMA

Atlanta DMA

Campaign 2

Campaign 3

Campaign 1

The Former Method

New Strategy Impact on Corporate Leads

02

Initial Result

Old Strategy - Not Optimized:

• High Waste.

• 28% non converting Keyworks in Jan to 1% non converting in March

• Low Ad Performance:
• Google Score 50% in Jan now over 90%

Cohorts deployed March

New Agency StrategyStarts

Initial New Strategy Results 2023

• + 94% New Deals March
• -52% Cost Per Lead
• Continued Performance in April

Corporate Lead Impact March

Next Steps

• May - Enroll Franchisees into Program
• June - Expand program with Franchisee Inclusion
• Q3 - Launch formalized reporting for program:
• Historical Analysis
• Cohort Occupancy Performance
• Franchisee Reports

02

Appendix

You’ll then see a long list of employment categories, along with the job posting price per category for your location. You can select multiple categories in order to list the job in more places. For example, choosing to post an education-related administrative job in Boston will set you back $45, while that same listing in Lexington, KY is only $20.

Step 3: Categories & Pricing

Step 2: Create a Posting

On the Craigslist home page, click the “Create a Posting” button. Depending on your browser settings, you may automatically be routed to a subdomain for the closest large city near you. If not, you may need to enter your zip code to bring up your local site. Under “what type of posting is this,” you’ll choose “job offered.”

Craigslist

Cost Effective Opportunity #2

Step 1: Access Craigslist & Navigate to Your City

Visit the Craigslist homepage at www.craigslist.org and navigate to your city.

Step by step video

For Step-by-Step guide on how to post on Craislist - watch the video available on FranConnect

Resource:

Pro Posting Tips

1. For best results, post on Craigslist salon/spa job board 2-3 times a week 2. Use the provided body copy and headlines. These have been tested nationally. Reference Local Marketing Calendar & Quarterly Campaigns in Sola Weekly 3. Make sure your first picture is inside your location and not the exterior shot. Make these photos localized to your location. 4. Include a move-in special

Once approved, your post will appear on Craigslist in 10-20 minutes. Depending on the demand, you may begin receiving messages about leasing right away, or it may take a few days. Be prepared for spam emails and unqualified leads, but don’t feel the need to reply to every single one. If you aren’t getting the types of leads you are hoping for, consider editing your posting to change the job description or add more details

Step 6: Monitor Your Post & Check Emails

Posting titleZipcode Job title and description Employment type Compensation Your email address

Make sure you include a description that succinctly describes opportunity as well as the benefits a beuaty pro can expect to receive and any special move-in offers

• • • • • •

After reviewing your job posting for any discrepancies, it’s ready to publish. Once you submit the posting to Craigslist, you’ll make the payment due as well. Paid job listings stay on the site for 30 days, and you are responsible for managing the lead emails that arrive in your inbox.

Step 5: Submit Posting & Payment

Add in the details a prospective beauty pro needs to know. Some of the categories are optional, but Craigslist requires all postings to include the following:

Step 4: Add the Details

Craigslist

Cost Effective Opportunity #2

Strategic Channel Prioritization

Flipping The Funnel – Why We Are Investing BIG In Conversions & Consumer With A High Intent

National dollars are focused on conversion

Local dollars are focused on awareness

FB/IG

Display

Paid Search

CTV

Video

Audio

Prospect & Inform

Educate/Influence

DriveDecision

High reach upper funnel channels focus on building brand awareness of Radiance among new potential franchisees

Mid funnel channels help continue to build on awareness of Radiance franchisee opportunities by educating and influencing potential leads that Radiance is the franchise partner for them

Fully fund lowest funnel channels to help capitalize on those potential franchisees raising their hand as in market for franchise opportunities

Site Traffic, Engagement, Leads

Site Traffic, Engagement

Qualified Reach& Frequency

Reasoning

Goal

Channel

Leverage a bottom-up approach to maximize efficiency.

Geo-Targeted Campaigns Increase Costs And Create Less Competitive Ad Buys

The Former Method

RENO

ABILENE

BIRMINGHAM

DES MOINES

ORLANDO

ATLANTA

Users ready to convert

Market-level brand campaigns leverage low CPMs to drive reach and frequency with relevant messaging, filling the funnel for conversion campaigns.

Creating Buying Power For Our Franchisees To Drive Efficiency

Consolidated Conversion Campaign

Consolidated conversion campaign (with one budget and combined geos) removes unnecessary restrictions, resulting in more signals for predictive models to use and more opportunities for markets of all sizes to capture demand. The result is lower costs and better efficiency across the board.

The New Method

You no longer have to spend money on AdWords as our new digital program will cover both National and Local SEM

Sample Ad Words Campaign

Secure #1 ranking (branded and unbranded search) Use recommended key words Improve local pages ranking 80% of total spend Drive conversions

• • • • •

The SEM Plan In Practice

National and Local Adwords now covered in BMF

The SEM Plan In Practice

National and Local Adwords now covered in BMF

The SEM Plan In Practice

Opt-In program covered by franchisee

02

Your Goodway Group Local Program & An Introduction To The Cohort Program

Goal:

Local Program Needs

Digital Marketing Strategy

Drive awareness among Beauty Professionals and help the national campaign drive more efficient conversions.

The Cohort Strategy

Prescriptive Formula That Meets The Needs Of Every Location To Drive Occupancy While Optimizing The National SEM Investment

Cohort 4$250/month

Cohort 3$300/month

Cohort 2$500/month

Cohort 1$650/month

Key Benefit:

A comprehensive digital marketing approach using AI, advanced machine learning tech to capture qualified leads

Plug and play program allows you to add incremental media dollars to nationally funded paid search and social. Accelerate your brand national fund while national dollars drive conversion.

Your Cohort Options and Spend Thresholds

Your locations fall into one of four cohortsThe total cohort budget = # of locations x monthly spend Cohort groupings ensure locations with similar need states are addressed while creating a larger market presence The result is greater capacity to identify and capture in market opportunities

70-90% Occupancy $300/month

Cohort 4

Cohort 3

> 90% Occupancy $250/month

Cohort 1

New Store Openings $650/month

Cohort 2

40-70% Occupancy(open > 6 months) $500/month

• • • •

Spend Levels That Meet Every Location’s Needs While Delivering Efficiency

40-70% Occupancy (open > 6 months)

Cohort 2

70-90% Occupancy

Cohort 3

> 90% Occupancy

Cohort 4

New Store Openings

Cohort 1

Campaigns are performance focused to drive awareness and consideration Targeting methods include: behavioral, retargeting and look alike modeling Ads will be directed to "Why Sola" page vs. individual location page Campaign assets are updated quarterly by Sola corporate. (below is for reference only)

• • • •

Cohort-Specific META Creative Drives Awareness while Helping Address Occupancy Needs at the local Level

Prospect customers via contextual video advertising 6s, 15s and 30s formats

• •

Cohort-Specific Youtube Creative

03

Reporting & Analytics

Data will be able to be filtered by month, MTD, or YTD

New Digital Leads Digital Lead Conversion Ad Spend (based on cohort) Cost Per Paid Digital Lead (CPL) Cost Per Aquisition (CPA) Busimess Impact Metrics (ROI on diggital spend)

Occupancy Move In / Move Out Total Leads

Phase 1: Available 6/7 with program launch

Data from current KPI scorecard will be able to be able to be accessed for high level snapshot of performance.

Advanced data will be available after the first 90 days of the campaign then on-going on a monthly basis.

Phase 2: Available 9/7 with program recap

Paid digital media KPI dashboard metrics will be available upon completion of the first full local campaign cycle so there is enough meaningful data to provide accurate, actionable reporting and insights. KPI dashboard will be available througgh Sola Connect.

• • • • • •

• • •

SOLA CONNECT DIGITAL MARKETING KPI DASHBOARD

Reporting & Analytics

04

How to Participate

Step 1

Visit our Local Digital Marketing Enrollment Form linked below to enroll by May 15 (Program will launch June 7). Cohort campaigns run quarterly. Next opt-in window will be in July

Local Digital Marketing Enrollment FORM

Upon receiving your enrollment, you will recieve a follow-up email outlining the next steps including:​ A. Setting up your billing profile in Versa Pay​ B. Signing an Insertion Order for your campaign

Step 2

• • •

Coming soon - digital suppport ticketnig system

Initial kick-off call Mid-point check-in End of campaign performance recap

Support Outline

On-going support digital ticketing system to answer all paid media related digital questions will launch with program go-live on 6/7.

COMING SOON - DIGITAL SUPPORT TICKETING SYSTEM

How to Opt-in

HNM

Franchisee-Ownedpaid media Options

05

Executed by Franchisee. Separate from Goodway Digital Program

Curate local organic conten to highlight your pros, showcase your location, and promote special events and offers. For more eyes and reach on loca lcontent try boosting with Meta.

Boosting with Meta

Cost Effective Opportunity #1

Step 3

Add an action button.

Step 2

Set your goal. This is the result you hope to achieve with your ad.

Step 1

Navigate to brand page and select the Boost Post button on your desired post.

Boosting with Meta (continued)

Step 6

Set your placement. Do you want your ad to run on Instagram as well as Facebook?

Step 5

Set your budget and duration.

Step 4

Define your audience. Reach people by location, characteristics, age and gender.

Add movement Ads with movement can stand out in Feed. Templates in Meta Ads Manager can help you create a video ad from your images. Use calls to action A range of call-to-action (CTA) buttons are available for Facebook and Instagram ads. These buttons draw attention and encourage people to engage with your ad. Based on what you want people to do when they see your ad, experiment with the CTA buttons available for different ad objectives and formats. See which ones get your audience to take action.

Use vertical videosUse a vertical or square aspect ratio. Most people hold their phones vertically, so you'll cover more of their screen. Shorten text People on Facebook and Instagram scan quickly. Keep your text short, clear and concise to get your message across. Add multiple images using the carousel format Carousel allows you to show several images for people to scroll through at the same cost. It's a great opportunity to showcase images of the lobby and amenities in addition to the suites.

Meta Recommendations& Best practices