 |
|
Situation
Serenity by the Sea is a full-service day spa located in Morro Bay, California. It offers a full compliment of massage services, specialty facials and skincare, spa manicures and pedicures, as well as other specialized beauty services. The business was started and is operated by licensed esthetician and trained nail technician, Melissa Morton, who has more than 24 years of experience in the beauty/spa industry. Over the years, Morton has developed a large client base and wanted to open a day spa in which she could specialize and offer the amenities that are most important to her. She wanted to create a place like no other, where clients could come relax and renew. She found the perfect location in the small seaside village of Morro Bay, tastefully decorated it and hired masseuses with the same philosophical ideology/vision that she has -- to nurture and pamper every client that walks through her door.
Excel in Marketing, LLC, Solution
Excel in Marketing has an ongoing contract with Serenity by the Sea to provide marketing expertise and direction. As a new business in Morro Bay, Serenity was the newest, but – as a popular tourist destination – was by no means the only business in Morro Bay offering spa services. The key was to set Serenity apart from her competition and Excel in Marketing provided a detailed roadmap for implementation.
While Morton enjoyed a solid client base in San Luis Obispo, some of her regular clientele weren't quite willing to make the extra half-hour drive to Morro Bay. So, there was a new client base to pursue along with a healthy tourism industry to tap. Here are some of the steps that Morton accomplished this first year of operation with the help of EIM.
* Involvement with the Chamber of Commerce
* Chamber Ribbon Cutting Ceremony w/Mayor
* Community Open House
* Media coverage of open house/grand opening (article printed in newspaper)
* Paid advertisement insert in newspaper: Grand opening/Introductory Special $45 massage
* Feature article on head masseuse in newspaper
* Development of Website
* Search Engine Optimization
* Listings on MB Chamber site and other massage-oriented sites, such as Spa Finder
* Developed database of clientele
* Created quarterly newsletter mailed to 350+
* Distributed newsletter as takeaway to local Hotel/Motel Assn., Chamber, Fitness Centers, Dr. Offices, etc.
2006 Objectives:
* Continue quarterly newsletter
* Logo/Branding development
* Carry new branding across all collateral, including: websites, brochures, business cards, gift certificates, etc.
* Continued involvement in Chamber
* Increase number of cross-function staff Outcome
Serenity by the Sea has enjoyed a tremendously successful first year of operation. Clients are consistently booked weeks in advance for regular spa services. Morton is thrilled with the ongoing support she receives from EIM along with the recognition she receives from her clients and the community for putting her “best foot forward.” | |
|
|
|
