Case Study - Sola Salons - Digital Marketing Playbook

HLF

NHU

OP

Paid DigitalMedia Initial Performance

2023

01

An Overview Of The National Media Plan

Covered by brand marketing fund

Leveraging Advanced Multi-Location Digital Media Practices

$1.5 Million

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

via SEO, SEM and Paid Socia

Evergreen Marketing

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

Harnessing thepower of machinelearning + algorithms

National Media Plan

Flight

2/1/2023 - 12/31/2023

Measurement

Number of leads & number of signed leases

$1,500,000

Budget

Individual Location Spend Costs More To Drive Less Leads

VS

The New Method

The Former Method

Campaign 1

Atlanta DMA

Des Moines DMA

Reno DMA

$3,000

Total Budget

150

Total Conversions

$20

Blended CPA

20% improvement!

Campaign 1

Campaign 2

Campaign 3

Atlanta DMA

Des Moines DMA

Reno DMA

$3,000

Total Budget

120

Total Conversions

$25

Blended CPA

02

Initial Result

New Strategy Impact on Corporate Leads

Initial New Strategy Results 2023

Corporate Lead Impact March

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%

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

New Agency StrategyStarts

Cohorts deployed 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

Step 3: Categories & Pricing

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.

Cost Effective Opportunity #2

Craigslist

Step 1: Access Craigslist & Navigate to Your City

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

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.”

Cost Effective Opportunity #2

Craigslist

Step 6: Monitor Your Post & Check Emails

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

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

Pro Posting Tips

Resource:

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

Step 4: Add the Details

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 5: Submit Posting & Payment

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.

• • • • • •

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

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

Step by step video

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

Strategic Channel Prioritization

Leverage a bottom-up approach to maximize efficiency.

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

National dollars are focused on conversion

ATLANTA

ORLANDO

DES MOINES

BIRMINGHAM

ABILENE

RENO

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

Users ready to convert

The Former Method

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

Consolidated Conversion Campaign

Creating Buying Power For Our Franchisees To Drive Efficiency

The New Method

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 SEM Plan In Practice

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

• • • • •

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

Sample Ad Words Campaign

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

02

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

Opt-In program covered by franchisee

Digital Marketing Strategy

Local Program Needs

Goal:

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

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

The Cohort Strategy

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.

Key Benefit:

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

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

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

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

Cohort 2

New Store Openings $650/month

Cohort 1

> 90% Occupancy $250/month

Cohort 3

Cohort 4

70-90% Occupancy $300/month

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

• • • •

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 1

Cohort 2

Cohort 3

Cohort 4

40-70% Occupancy (open > 6 months)

New Store Openings

> 90% Occupancy

70-90% Occupancy

Cohort-Specific Youtube Creative

• •

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

03

Reporting & Analytics

Reporting & Analytics

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.

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.

• • •

Occupancy Move In / Move Out Total Leads

SOLA CONNECT DIGITAL MARKETING KPI DASHBOARD

Phase 2: Available 9/7 with program recap

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

• • • • • •

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)

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

04

How to Participate

How to Opt-in

Support Outline

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

COMING SOON - DIGITAL SUPPORT TICKETING SYSTEM

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 suppport ticketnig system

• • •

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

Step 2

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

Local Digital Marketing Enrollment FORM

HNM

05

Franchisee-Ownedpaid media Options

Executed by Franchisee. Separate from Goodway Digital Program

Cost Effective Opportunity #1

Boosting with Meta

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.

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 (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.

Meta Recommendations& Best practices

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.