Glamour Ghoul Book
Glamour Ghoul Book
Glamour Ghoul Book
Thalya Enfield
Monique Nguyen
Lynn Tran
COMM 474-80
Professor Evanow
July 21st, 2016
Clarissa Garcia
Unique Beauty Expert, Glamour Ghoul Studio
206 W Almond Ave
Orange, CA 92866
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
looks. Our team developed effective methods in order to increase Glamour Ghoul
Studios online presence and attract more business using our proposed social media
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
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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
6
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
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
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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
Strengths
Unique hair styles
Customized services based
on clients preference
Currently trending
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
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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.
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
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
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
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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
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
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.
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~Chapter Two~
14
Target Audience
Demographics
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.
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Psychographics
This is where they get their ideas for their fashion sense,
modeling jobs that focus on the retro and gothic look and set up appointments with
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Message
between appointments
Providing customers with unique, multi-dimensional colors and styles.
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~Chapter Three~
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Objectives
Create and execute a comprehensive digital marketing plan that utilizes new and
Run a local, direct marketing campaign to promote Glamour Ghoul and build a
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
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Strategy
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
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,
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Glamour Ghoul and gave them a chance to interact with Clarissa. After conducting
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
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
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
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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
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
The party will be kept to a minimal, but decoration will be the key. The party will
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.
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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
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/
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~Chapter Four~
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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
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
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wanted to be certain of the address in order to prevent any issues. However, we were
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
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~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
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
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Clarissa has about 65-90 clients a
campaign.
May, $4,800 for June, and $4,000 for July. There was an estimated 20 percent decrease
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in profits during these three months.
5000
4900
4800
4700
4600
4500
4400
May June July
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~Chapter Six~
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Measurements
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
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
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
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References
donna-salon-orange-2
Garcia, C. (2016, May 2). Glamour Ghoul Studio. Facebook. Retrieved from
https://www.facebook.com/Glamourghoulhair/
http://www.glamourghoulhair.com/
Garcia, C. (2013, May 5). Glamour Ghoul Hair. Instagram. Retrieved from
https://www.instagram.com/glamourghoulhair
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