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.

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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).

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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.

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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:

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  • 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?

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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.


Career Center resources campaign

A multi-channel campaign

I created emails, social media posts, digital and print ads.

Our target audience for MGMA is office managers and hospital administrators who often wear many hats in order to keep the office or clinic running smoothly. In addition to being a receptionist, medical coder, billing manager and accountant, they are also often tasked with recruitment duties. The new resources in the MGMA Career Center are designed to help our members– who are often not trained in HR management– master recruitment, and onboarding best practices so they can get back to their main job functions.

The objective to provide awareness. If members begin to view the MGMA Career Center as a resource for their recruitment knowledge, they will also utilize our job boards for their posting needs.

I worked with the Human Resources department to develop content for the Career Center. Including:

Here is the marketing creative:

Email 1

Subject Line: Find your next top achiever today


Email 2

Subject Line: We’ll do the tough recruiting work for you!


Email 3

Subject Line: Your next hire should fit like a glove


Run of Site advertisement 

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Print advertisements for our in-house publication, MGMA Connection.

Print ad # 1 (March issue) Connection 1

Print ad # 2 (April issue) 

Connection 2

Print ad belly band (April issue)

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Social Media post 


Social Media Campaign: Ohio State Park Lodges

Social Media-based photo contests are a great way to raise brand awareness. Your customers become brand ambassadors who tell your story to their networks by simply sharing pictures of themselves enjoying a product or experience.

Brands with smaller budgets can also benefit from new image assets, which, with the proper release documents, can be used in future marketing efforts.

The most important factor in creating a social media contest is to thoroughly promote the contest and specific hashtag to past, future and current customers. Create emails to reach past and future guests, promote the contest on social channels and post signage to encourage interaction in real time.

I handle every aspect of a social media campaign from creating web pages and emails and printed collateral to posting on social media and monitoring photo submissions. Here is an example of a recent campaign for the Ohio State Park Lodges.



Printed collateral including flyers and sidewalk decals 


Web Page Creation


Social Media Posts 



This campaign resulted in 619 photo submissions. The website garnered about 9,000 unique visitors and we acquire 132 new email addresses from uploaded submissions.

Social Media Campaign: Veterans Day

#FreeBecause Veterans Day Campaign

The campaign combined a multi-brand sale with special prices for active and past military personnel and a photo sharing contest with a free trip giveaway for a veteran. collage

The contest received nearly 400 photo submissions. Bringing more 10,000 unique visitors to the website.

Marketing emails, Tweets, Facebook Posts and Instagram posts were deployed across 14 brands within the Xanterra Portfolio.

Social media posts using the hashtag #FreeBecause resulted in almost 250,000 impressions on Instagram and Twitter.




With a total of 3,146 bookings, the total revenue for the promotion was $3.6M.

VET graph

$2.5M is attributed to Veterans Day Sale bookings.

$758K was generated from promotional emails to non-Veterans Day purchases

$358K was generated from cross brand promotional emails.