Sales Enablement Flyer -Long Term Care

This is a sales-enablement resource for TransAmerica was created to help agents understand and opt into a newly established process for lead generation. I worked alongside the sales team to help articulate and streamline their messaging into a sharable document to help increase participation in the Leads Pilot Program.

View Flyer.

Results

This leads pilot program, in addition to updated sales emails and phone scripts, resulted in a 32% increase in sales for this Long Term Care Insurance product compared to the previous year.

Content Strategy and Sales Alignment:

Positioning and Messaging Framework for Medicare Supplement Insurance

This was an important exercise to align the sales and marketing teams at Transamerica. I hosted several brainstorm sessions with the product, sales and marketing team to discuss our target customer, customer needs, differentiating factors and key benefits of the Medicare Supplement Insurance product.  The elements below are the company’s combined understanding of what Transamerica brings to the marketplace for this product line. This document will serve as a resource for sales and marketing to consult prior to creating any new marketing collateral.

View the Medicare Supplement Positioning and Messaging Framework Document

Blog Content for SEO

After examining the company’s Google Analytics, I determined that hundreds of website visitors reached solasalonstudios.com via the search term “What is a Salon Studio”. I created a blog post with that title to help bring in top of funnel website traffic and help boost awareness of the Sola Salon Studio concept.

Read blog post “What’s a Salon Studio Anyway”

Results

This blog post is is still the most visited pieces of content on the website more than a year after it was posted.

Brand Partnership: Instagram Takeover

Sola partners with brands to provide special deals to their salon studio owners. To promote a recent promotion with Amika I organized an Instagram takeover with the brand’s Global Artistic Director, Naeemah LaFond.

First, we promoted the deal on Facebook and posted the following graphic across 150 local brand pages as well as the national Sola accounts.

Screen Shot 2018-07-27 at 1.55.42 PM

Then we created an image to announce the takeover and posted one version to our Instagram account and shared the other image with Naeemah. (She shared hers in her story).

Screen Shot 2018-08-21 at 12.57.50 PM

 

Results: 

Over 600 people tune into our takeover, which was the most watched Instagram story to date.

The Amika deal was also the most utilized to date.

 

 

 

Business Application Marketing

The company offers an all-in-one application to help with payment processing, scheduling, inventory and other essential functions to help customers run their own independent salon business.

A lot of the functions that are taken care of in the traditional salon environment (receptionist, a manager to handle inventory, etc.) now fall onto the salon owner.  I  created this social campaign to highlight the features of the ap that can take some of the work off of the beauty pros shoulders and allow them to focus on their craft.

 

 

 

 

 

Local Marketing: Coming Soon

In order to expedite fill time on new locations, I began a program to launch targeted social ads in new markets about 3 months before our target open date.

I targeted an 8-mile radius with interest targeting to reach beauty pros who work and live near our new locations.

Screen Shot 2018-07-27 at 1.14.13 PMScreen Shot 2018-08-21 at 12.19.51 PM

Results: 

With a modest budget of only about $100 per location, we saw a 50% increase in lead forms and tours for these locations.

Local Marketing: Instagram Outreach Paired With Social Media Ads

As a Franchise Concept, the salon company provides training to local managers on marketing tactics, but each location is ultimately responsible for their own marketing efforts. After examining Occupancy reports for our 400+ locations we selected 6 struggling markets that could benefit from additional marketing support from the home office and implemented a new local marketing technique.

In this campaign, we required the franchisees continue to produce direct mail and other marketing efforts while we aided in digital marketing efforts.

Marketing efforts included: 

    • 4-10 hours of targeted Instagram engagement, in which a team of interns identified potential leads on Instagram (based on location, occupation, age, content shared on social media etc.) and liked and commented on their social content.
    • Instagram story ads dropped in the same markets where we were performing Instagram engagement. Insta Story Ad.001
    • Call to Action Facebook and Instagram Ads, which drove traffic to the regional or specific location pages:

Screen Shot 2018-07-27 at 1.21.27 PMScreen Shot 2018-07-27 at 1.41.29 PM

  • Awareness Facebook Ads, which lead users to blog posts that further explain the benefits of Salon Studio ownership compared to traditional salon models. Screen Shot 2018-07-27 at 1.16.05 PM

See the blog post: “What’s a Salon Studio Anyway?”

Screen Shot 2018-07-27 at 1.52.54 PM

See the blog post: “Way more Freedom: 8 Reason for Going Sola”

Results: 

After a four-month period, we noticed.

  • A 30% increase in leads for our struggling markets.
  • A 60% increase in website traffic to location pages.
  • 4k new Instagram followers and a shift in “Top Locations” of our followers to reflect two of our target markets.

Why it was Effective:  

I narrowed in on a very specific location for these Instagram and Facebook ads to mirror what my team of interns was doing, drilling down to within an 8-10 mile radius of our struggling locations. I used interest-based targeting to reach beauty professionals who lived and worked in these areas. I wanted to ensure that the people with whom we were engaging on Instagram were also seeing targeted ads that describe “The Sola difference”. With an integrated marketing approach, I try to target the same individual with a similar branded message on multiple channels. When done well, this method often makes a customer believe that their purchasing decision was fate and not a well-thought-out marketing strategy.

Email Win-Back Campaign

From a list of over 60k leads, at least 30k of them had not interacted with our email campaigns in the last three months. In an effort to clean up our contact list and re-engage potential leads, I implemented a win-back email providing an exclusive offer only to those who had not opened any of our emails in the past three months.

win-back.001

Results
By changing up our communication method and offering a complimentary sample of exclusive education, I was able to re-engage 14% of our inactive subscribers.
We offered our leads special, one-time only access to an exclusive webinar that’s only available to Sola beauty professionals. The intention was to provide a new value proposition to leads by providing a taste of the exclusive education opportunities that are available to Sola Professional.

Bridging the Communication Divide: Ebook for Twilio

Twilio worked with a market research company to examine how businesses communicate with customers and conversely, how customers would prefer to communicate with businesses. I wrote this ebook using their research data to communicate their findings and makes a case for a more integrated communication strategy with Twilio.

Screen Shot 2017-09-27 at 3.02.54 PM

View ebook