How to Service 1,100 Clients with Custom Creative
Fantastic Sams is one of the world’s largest salon franchises, with more than 1,100 locations in the United States offering women, men and children quality hair care at an affordable cost. As the company’s advertising agency of record, Rivers is helping the brand update its image to better connect with current and future customers—creating a wide assortment of new in-salon and out-of-salon creative materials as part of the company’s Real. Fantastic. campaign.
With many salons independently owned and operated, and a network that is spread across disparate parts of the country, Rivers needed a strategy to empower franchisees to cost effectively customize their marketing materials, while still maintaining consistency over the brand.
The solution was to create an online Marketing Hub that houses all of the marketing materials, creative assets, calendars and guidelines salons need to run a localized campaign. Franchisees log in and can download branded materials to support their promotions, many of which are customizable using the free Adobe Acrobat Reader application—no graphic designer or special programs needed.
To ensure salons are equipped for the biggest promotions, Rivers shipped every store in-salon and out-of-salon materials for the entire year. The boxes contained posters, window clings, coupons, instruction sheets, calendars and a Playbook with guidance on best practices for deploying each item. Shipping all these materials in a single box enables franchisees to plan their promotions at least a month in advance and provides cost savings that stretch their marketing dollars further.
For additional materials, franchisees can order more on the Hub or download the files and work with a local printer to produce them. This system provides incredible flexibility for franchisees to adapt to local market trends, and to focus on the promotions and programs best suited to achieving their goals.
New assets for 2019 include television and radio spots, coupons, in-salon signage and sandwich boards, as well as promotional materials for holidays, guest service programs and anniversary events. All of these items feature original photography from a photoshoot Rivers conducted to capture a more natural and emotive style that better represents the brand.
With fresh campaign materials and easy access to a full suite of customizable tools, all 1,100 Fantastic Sams salons have what they need to grow.