Ani Bayanduryan

Thalya Enfield
Monique Nguyen
Lynn Tran

COMM 474-80
Professor Evanow
July 21st, 2016

California University State of Fullerton: Irvine Campus

Summer 2016
Letter of Transmittal

The Glam Fam

PRactical ADvantage Communications
3 Banting,
Irvine, CA 92618

July 21, 2017

Clarissa Garcia
Unique Beauty Expert, Glamour Ghoul Studio
206 W Almond Ave
Orange, CA 92866

Dear Clarissa Garcia,

On behalf of the Glam Fam Team of PRactical ADvantage Communications, we present

to you the report of the Glamour Ghoul Studio campaign.
The report includes an in depth analysis of Glamour Ghoul Studios current online
presence success, drawn from social media statistics and deductions. Through
research, we have also conducted a thorough analysis of strengths, weaknesses,
opportunities and threats. This helped us to develop a plan of tactics and tools to
achieve increased awareness. Also, included you will find recommendations to move
forward with this campaign until the middle of September.
The Glam Fam Team would like to express their thanks to Glamour Ghoul Studio for
giving us the opportunity to execute this campaign. We hope this process has been as
beneficial to you as it was for us. We wish Glamour Ghoul Studio further success
moving forward.

Best Regards,
The Glam Fam Team
Ani Bayanduryan, Thalya Enfields, Monique Nguyen and Lynn Tran
PRactical ADvantage Communications

2
Executive Summary
This book provides an in depth analysis of Glamour Ghoul Studios current online

presence success drawn from social media statistics and deduction. This book contains

information about the Glamour Ghoul Studios background, our campaign proposal,

target audience, strategic marketing tools, used resources and calendar. From our

findings, Glamour Ghoul Studio created their Facebook page in May 2016 and statistics

show a slow growth in likes and consumer interaction. Our objective is to increase

viewer interaction, social activity on pages, increase followers and likes on social media

pages and increase brand awareness of Clarissas signature service on specialized

looks. Our team developed effective methods in order to increase Glamour Ghoul

Studios online presence and attract more business using our proposed social media

campaign. Our campaign proved to be a minor success by increasing Facebook likes by

8 percent and we believe our recommendations will drive Glamour Ghoul Studios

reputation even further. Ultimately, the lack of social media does not greatly impact

profits. We believe our recommendations would be an exceptional benefit to help

sustain Glamour Ghoul Studios success.

3
 Table of Contents
Letter of Transmittal 2
Executive Summary 3
Table of Contents 4
Chapter One 5
Background, Analysis, Core Problem, SWOT Analysis,
Opportunities
Chapter Two 14
Audiences, Messages
Chapter Three 18
Objectives, Tactics and Tools, Strategies
Chapter Four 25
Resource Meeting Outcomes, Schedule Delays, TimeFox
Table, Calendar Schedule
Chapter Five 29
Outcomes
Chapter Six 32
Measurements, Assessment, Evaluation of Success
References 33

4
~Chapter One~

5
Background
Glamour Ghoul is a hair studio run by Clarissa Garcia who

specializes in retro, funky, gothic and pastel hairstyles, colors

and cuts. Clarissa ranks as an ambassador to Goldwell and

Schwarzkopf professional product lines and was a master

stylist, colorist and educator for Carlton Hair prior to Glamour

Ghoul Studio. Her studio is currently located at the Old Town

of Orange which can be found on 206 West Almond Avenue

in Orange County, California.

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Analysis

In the beginning of the semester, Glamour Ghoul Studio had around 4,000

followers on Instagram and 176 Facebook likes. With minimal likes per posts on

Facebook, we decided to increase the amount of followers and likes to gain popularity

and awareness.

Our first meeting occurred at California State University of Fullerton. We met with

Clarissas assistant, Mary Moreno, during the beginning of our project and discussed

what needed to be done in order to build Glamour Ghouls reputation and branding.

Currently Glamour Ghoul has a decent amount of followers on Instagram but a small

amount of likes on Facebook. We created a social media campaign to increase viewers,

audience engagement, posts

reached and likes. Our campaign

was to create relevant posts suitable

for Glamour Ghouls page. We

believe this will combat the slow

growth of consumer awareness.

From the moment our campaign

began until the end of the semester,

we kept in touch with Mary via email with

weekly updates, post submissions

and questions.

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Core Problem

There is not enough activity on her social media due to her busy schedule of

appointments for clients. This means there is little response to potential clients leaving

questions on her Instagram and minimal content for viewers to read in order to interact

with Clarissa. With limited content for viewers to respond to, this can decrease visitor

returns if they see the impression of an inactive page. Along with limited social activity,

this translates to a lack of online presence for potential clients to visit Glamour Ghoul

Studio. Clarissa runs two Instagram accounts that relate to Glamour Ghoul Studio which

can be confusing for visitors to find the primary account to view her work. Glamour

Ghouls Facebook and Instagram pages do not reflect the exemplary work Clarissa

provides on her clients. Her social media pages lack content and news about Glamour

Ghoul Studio. Without communicating or interacting with clients and visitors, there is

limited room for growth in business awareness online.

8
SWOT Analysis

Based on our research and analysis, we have come up with a SWOT analysis of

Glamour Ghoul. The identified strengths, weaknesses, opportunities and threats helped

us develop goals and objectives towards sustaining Glamour Ghouls business.

Strengths
Unique hair styles
Customized services based

on clients preference
Currently trending

Glamour Ghouls strengths comes from Clarissas unique abilities to provide

clients with customized cuts based on their preferences. Glamour Ghouls common hair

styles and cuts are currently trending among the young and hip culture, especially on

Instagram. Colorful and gothic hairstyles are becoming increasingly popular which gives

Glamour Ghoul a competitive advantage over regular hair salons that do not provide

these similar cuts/services. Many young women are eager to post their hair

transformations on their social media account which helps promote Glamour Ghoul

Studio and some of these clients may be opinion leaders. These opinion leaders have a

bigger influence on their viewers and followers to entice them to get their hair cut or

colored in a similar style and may personally refer them to Clarissa.

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 Weaknesses
Unknown
Hard to find on internet
Multiple accounts of social
media with same names
No specific Location

Some weaknesses that were identified during our research were Glamour

Ghouls small online presence among internet searches. For example, Glamour Ghoul

is a common name for gothic inspired businesses or brands that follow a similar theme.

This hinders Glamour Ghouls online presence that may decrease potential clients since

it does not come up within the first search page on Google results.

Because it is hard to find Clarissas business, lack of activity and viewer

engagement on her social media is a weakness to her business. The image above

shows google search results entering Glamour Ghoul compared to Glamour Ghoul

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Studio. It is pertinent to include the word studio since Glamour Ghoul is a very generic

term that is used to describe styles, fashion, makeup and beauty related topics. Since

Clarissa manages Glamour Ghoul Studios Instagram account (@GlamourGhoulHair)

and her own (@TheGlamourGhoul), multiple accounts with similar names can confuse

her clients to find her work and contact her. Although this does not significantly impact

her success for reeling in clients, it is recommended to keep Clarissas business solely

under one account. Lastly, we found out Glamour Ghoul Studio is shared in a complex

with other businesses which can be confusing for clients with appointments. Although

the address is 206 West Almond Avenue, Clarissa must clearly state that her business

is conjoined with others in the same building.

Opportunities
Social Media Growth
Collaboration with
makeup/costume artists
Time lapse videos, giveaways
Eventstrade shows

There are several opportunities for Glamour Ghoul to expand and promote their

services. Since Glamour Ghoul recently created their Instagram and Facebook, there

are other social media platforms to create in order to further share Clarissas work.

Websites with features to easily share content such as Pinterest and YouTube would be

useful to generate a fan base and share her work virtually. Maintaining these platforms

are feasible and inexpensive to run. There is also opportunity for Glamour Ghoul Studio

to create time lapse videos and creative content to engage viewers with likes and

comments. Other suggestions to consider are giveaways to stimulate consumer activity

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by sharing a certain post or photo to be entered in a giveaway for a free cut by Clarissa.

Displaying activeness on social media will leave the impression that Glamour Ghoul

Studio is responsive and a running business to viewers. This translates to building a

connection with clients and keeping in touch to increase their return rate and consumer

loyalty. Along with opportunities of growing her online presence, Glamour Ghoul can

participate in events and tradeshows to showcase the unique services available in the

studio. These trade shows could lead to potential sponsorships and opportunities for

Glamour Ghoul to collaborate with other local hair stylists and hair product brands.

Threats
Competition with other
studios and hair stylists
When trend falls out
Generic Brand Name

A few threats to Glamour Ghoul would be its competition between other hair

stylists. There are other hair stylists that can provide similar services and are more well-

known which can decrease potential clients. Although Glamour Ghouls services are

unique, they are limited to a certain psychographic of individuals. This limits the target

audience under a certain category of individuals that are fashionable, bold, and have

disposable income to spend on their appearance. The biggest threat would be if the

trend of pastel and retro looks were to fade out, this will hinder Glamour Ghoul Studios

business since their notorious cuts are no longer trending. Since Glamour Ghoul

Studios cuts are limited to a certain psychographic of individuals, if these individuals

were to unfollow the trend, that would hurt the studios business. This would require

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Clarissa to provide alternate cuts to cater to another psychographic to sustain her

business.

From our research and analysis on Glamour Ghoul Studio, we believe our

proposed social media campaign will develop online success for business awareness.

This is pivotal for keeping in touch with clients through virtual options since most

consumers are avid phone users and can be easily reached via internet. However,

drawn from our observation, Glamour Ghoul Studios business exhibits excellent results

with a high return rate of consumers and booked appointments. We believe our

proposed social media campaign and recommendations will be a great advantage for

Glamour Ghoul Studio to keep in touch with clients and create opportunities for new

ones.

13
~Chapter Two~

14
Target Audience
Demographics

Glamour Ghoul studios demographics contain

age, gender and income. The target audience is the

younger generation between the ages 18-35. We are

focusing on women rather than men, because Glamour

Ghouls services are more targeted towards this

particular gender. This is because the retro/pastel

hairstyles and cuts are more preferred by women and

the salon throughout the years has worked primarily with

women who want to achieve desired looks that Glamour

Ghoul has to offer.

Some of the services that Glamour Ghoul provides can become relatively pricey,

depending on what the client wants and needs. Services such as color corrections and

complete transformations are a specialty for this salon and may take a few sessions.

This is due to coloring the hair multiple times to achieve a desired color or look.

Therefore, we focused on our target audience with a disposable income, in order to be

able to afford such services.

15
Psychographics

Women interested in retro/hip/funky/pin up and 80s looks

Women who are into fashion and alternative styles
Women who like to spend their money on their appearance

Our target audience is heavily interested in social

media such as Instagram, Pinterest and Facebook. They

enjoy looking at different posts of fashion and hairstyles.

This is where they get their ideas for their fashion sense,

as well as blog about their own interests. Consumers are

most likely college students or have a career in art or

other fields that encourage or allow these sorts of

hairstyles and appearance. Our target audience is also

interested in modeling. Some of the clients have

modeling jobs that focus on the retro and gothic look and set up appointments with

Glamour Ghoul Studio to achieve these desired looks.

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Message

As a professional, Glamour Ghoul Studios is committed to consistently providing:

Excellent customer service

A look you will love
Advice you can trust
Recommendations for top of the line products to help keep hair salon beautiful

between appointments
Providing customers with unique, multi-dimensional colors and styles.

17
~Chapter Three~

18
Objectives

Create and execute a comprehensive digital marketing plan that utilizes new and

creative tactics to build a strong and localized government

Run a local, direct marketing campaign to promote Glamour Ghoul and build a

notoriety within the Orange County community.

Tactics and Tools

Facebook

Glamour Ghoul wanted to primarily

focus on Facebook and utilizing this social

media platform to advertise and market the

business. We developed quality posts for

Glamour Ghoul each week during our time

together. Clarissa was then able to pick and

choose the posts she liked and post it to her

Facebook page.

Yelp

We set up a Yelp page for Glamour Ghoul Studio, but unfortunately were not able

to launch the official page during the semester. The Yelp page was primarily going to be

used so that current clients can leave reviews and develop a reputation of Glamour

Ghoul for the public to see.

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Strategy

Create a Yelp page for Glamour Ghoul

Our plan was to utilize Yelp as a tool to attract and gain new clients for Glamour

Ghoul. Although we were unable to launch the actual page, we hope that Clarissa and

Glamour Ghoul Studio will use the tool to help build and gain a following for the

business. Yelp can play a crucial role in ones business, as it gives its clients and

consumers a chance to leave reviews and inform other potential clients how the

business operates. This platform can definitely help Glamour Ghoul build a stronger and

solid following. The Yelp page was created, but is missing information necessary to

launch the page to the public. Our team believes that once the next steps are taken to

finalize the page, Clarissa will start to see a stronger following.

Create Social Media Campaign

Over the course of the semester, we had the opportunity to create a social media

campaign for Glamour Ghoul. Clarissa primarily wanted to focus on Facebook, using

that as her biggest tool to promote her business and gain a followers and awareness.

Her Instagram page seems to do well already, so we did not work with that popular

social media platform. We dedicated a lot of our semester to creating quality Facebook

posts that will last Glamour Ghoul up until mid-September. The posts contained material

that was all hair and beauty related. Clarissa did use some of our posts this semester

and they did generate an increase in likes. The purpose of creating a social media

campaign for Glamour Ghoul was to continue to build a reputation for the salon,

increase viewers, audience engagement and likes. It allowed consumers to follow

20
Glamour Ghoul and gave them a chance to interact with Clarissa. After conducting

research trials, our posts did seem to generate an increase of engagement.

Photo Shoot of Glamour Ghoul Studio

One of our goals this semester was to take pictures of the Glamour Ghoul Studio

to post to the website, Facebook, Yelp page and other social media outlets, so that

viewers have an understanding and image in their head of what the studio looks like.

Although we were unable to do the photoshoot, we suggest that Glamour Ghoul posts

pictures of its studio online and to other social media outlets so that viewers are familiar

with what the studio looks like. One of our main purposes and objectives for taking

these pictures was because Glamour Ghoul Studio is located inside another building.

Since Glamour Ghoul is currently sharing one building with other businesses,

publicizing photos of the studio would help consumers easily locate Glamour Ghoul

Studio.

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Create Local Marketing Campaign

We had also proposed the idea of attending trade shows. We believe this would

be a beneficial way for Clarissa to network and again build a following. We have

proposed for Glamour Ghoul to hold an in-studio event to recognize and highlight the

business for more attention. We were not able to physically host the event during the

semester, but have included a start-up plan for a possible future event. The goal of the

in-studio event is to gain new clients for Glamour Ghoul and for Clarissa to promote her

business. The two events give Glamour Ghoul a boost into the bigger scene of beauty

and hair.

One of our original proposals to Glamour Ghoul was to host an event at their

salon. Due to the limited amount of time we had during the summer semester, we were

unable to host an event. The Glam Fam team was able to create a lead for a possible

event Glamour Ghoul could host in the future.

The main goal and objective to host this event is for Clarissa to gain new clients,

along with celebrating the establishment of Glamour Ghoul Hair. The event will allow

new and old clients to come and gain a better understanding of the Glamour Ghoul Hair

studio and what Clarissa represents.

Clarissa has expressed her interests in Halloween and the month of October. Her

influence for hair also traces back to old, Universal horror. We suggest that Glamour

Ghoul host a Halloween themed event during the month of October. The following can

be taken into consideration for a time and place.

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 An invite includes: Suggestions for time and location:
Who Mid-October on a Sunday night
What No more than 3 hours, ideally between 6-9 p.m.
Where Collaborate with the salon Glamour Ghoul shares
When space with for extra room to host an event and hold
Why
more guests

Prize suggestions: This event can be promoted through the

Hair products following ways:
Gift card/certificate to Word of mouth through clients
Glamour Ghoul Salon Posts promoting the event through
Complimentary hair trim Instagram and Facebook
Discounted hair styling Emails through Mailchimp to clients

People who are attending the event will be required to R.S.V.P. two weeks prior

to the party, which will be stated and announced on the invite. All guests are allowed to

bring a plus-one, who must also be R.S.V.Pd. Glamour Ghoul Hair has a limited amount

of space, so making this event private and requiring a R.S.V.P will help control the

capacity limit. Once at the event, guests will be checked-in at the front entrance and

then granted access to enter.

The party will be kept to a minimal, but decoration will be the key. The party will

go off of a Halloween theme and be accompanied by appropriate decorations.

Halloween themed hor d'oeuvres and drinks will also be provided for guests.

Guests will also have the chance to participate in a raffle drawing at the party.

Upon entry to the event, each guest will be given a raffle ticket for the draw in later in

the night.

23
Complete social media posts up until mid-September

We completed social media posts that will last Glamour Ghoul Studio until mid-

September. All posts contained a title, content and a direct link to the website or picture

used. Posts were created to inform followers on new hair trends, popular hair products,

hair transformations, themed posts for holidays, and costume ideas. Below are some of

the posts we had created for Glamour Ghoul:

Post One
Title: Transformation Thursday
Content: From ombre to icy blonde! We make the
impossible possible. Book your appointments at (714)
614-8489 or email [email protected] and
see the magic happen.
Link: https://www.instagram.com/p/BHWNdFBAyGD/?
taken-by=glamourghoulhair

Post Two
Title: Tip of the Week
Content: Make sure to give your hair TLC every now and then! Although we may stick to a hair routine to
keep our strands looking fabulous, dont forget to also give your hair a break every now and then! Instead
of straightening your hair, go for a natural and tousled look with mousse! Instead of blow drying your hair,
let it naturally dry to decrease heat damage! Invest in deep conditioning your hair every once in a while to
replenish your hairs strength! Your hair will love you for that!
Image/Link: http://sd.keepcalm-o-matic.co.uk/i/keep-calm-and-love-your-hair-16.png

Post 3
Title: Bang, Bang
Content: Bangs are cute and timeless. Check out these iconic Hollywood babes for some bang inspo to
use the next time you visit the salon.
Image/Link: http://www.cosmopolitan.com/style-beauty/beauty/advice/g3317/celebrity-bangs/

24
~Chapter Four~

25
Resource Meeting Outcomes

Glamour Ghoul Studios contact, Mary Grace Moreno, met with the team in place

of Clarissa Garcia, the owner of the studio due to conflicting schedules. As Clarissas

assistant, Mary met with the team to discuss possible objectives and resources. Mary

noted that Clarissa has a tight schedule for the upcoming months and will not be able to

execute person-to-person marketing plans, but would like to utilize social media. We

understood that she wanted to establish a bigger presence and build a bigger social

media following from those in the City of the Orange Community. Glamour Ghoul is a

small studio so there is virtually no budget to work with. All marketing methods will have

to be kept at a minimum in terms of finance and utilize word of mouth marketing. We

agreed we would create content to post onto her social media pages along with a

posting schedule.

Schedule Delays

We were able to complete our tasks in terms of creating a social media calendar

and posts, but we were not able to execute the plan. Our client wanted to approve of

the posts before they went live. As of July 18, only one post was approved of and

posted onto the Facebook page out of the suggestions we had begun creating since

June 21.

We were not able to develop a Yelp page for the business due to inadequate

information. Glamour Ghoul Studio shares a business address with another salon,

which is called the Ricca Donna Salon. Ricca Donna Salon is already using this address

on Yelp. In order to successfully create a Yelp page for Glamour Ghoul Studio, we

26
wanted to be certain of the address in order to prevent any issues. However, we were

unable to clarify the address situation.

Glamour Ghouls studio is new to the City of Orange. In order for her clients to

find her better and interest new clients, we wanted to take pictures of the place

ourselves and use those pictures for social media content. We were unable to schedule

a date with Mary and Clarissa to have the photo shoot due to their fully booked

schedule.

TimeFox Report

27
Calendar

28
~Chapter Five~

29
Outcomes

According to this graph, Facebook likes have a steady increase throughout the

month of June to July. We believe with a consistency of posted material, this will lead to

an increase in likes and comments from visitors. This gives Glamour Ghoul the

opportunity to interact and build relationships with potential clients.

Our goal was to increase Glamour Ghouls Facebook likes by 20 percent.

However due to a short amount of time and lack of interaction with Mary, we were only

able to increase likes by 8 percent. Before our proposed campaign, Glamour Ghoul had

178 likes and currently is trending at 194.

30
 Clarissa has about 65-90 clients a

month, with a high rate of return clients

and two new clients per week. Glamour

Ghoul Studio continues to remain as a

success with or without the social media

campaign.

Profit after overhead costs were

approximately $5,000 for the month of

May, $4,800 for June, and $4,000 for July. There was an estimated 20 percent decrease

31
in profits during these three months.

Glamour Ghoul Campaign Profits Through May - July

5100

5000

4900

4800

4700

4600

4500

4400
May June July

32
~Chapter Six~

33
Measurements

We created a schedule for content to be posted on her social media; however,

due to lack of responses and no access of the accounts, we were unable to develop the

Yelp page and execute the planned posts. The schedule began June 25 and ends on

September 16, with three posts ready for each week. As of July 14, only one post was

implemented. There is too little information to determine whether or not the social media

campaign, if completed, will have an effect on her business. We do note that there has

been a slight increase in page likes and activity on her Facebook and Instagram

account, though we cannot say this is due to our social media campaign. Had the

content that our team created been posted, we would have been able to determine a

more successful outcome.

Although we were in charge of her social media campaign, the amount of page

likes does not necessarily reflect on Glamour Ghouls level of success. The amount of

activity on her social media platforms do not mirror her sales profits, Her sales have

decreased by approximately 20 percent which may be due to external factors such as

the summer season dying down, peak season for hair styling, and most clients had their

hair done in the beginning of the season so their hair color does not need to be

retouched as often. According to the review, shes very personable which attracts

returning clients. Glamour Ghouls Facebook page does not negatively impact its

success since returning clients schedule appointments often as well as new clients.

We suggest our client communicate more and become more involved with her

consumers and clients in order to have a successful business that will also reflect onto

her social media platforms.

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References

(2016, May). Ricca Donna Salon. Yelp. Retrieved from http://www.yelp.com/biz/ricca-

donna-salon-orange-2

Garcia, C. (2016, May 2). Glamour Ghoul Studio. Facebook. Retrieved from

https://www.facebook.com/Glamourghoulhair/

Garcia, C. (2016). Glamour Ghoul Studio. Retrieved from

http://www.glamourghoulhair.com/

Garcia, C. (2013, May 5). Glamour Ghoul Hair. Instagram. Retrieved from

https://www.instagram.com/glamourghoulhair

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