To: Salon Bel’Aire

From: Lexi Caulfield

Date: April 26, 2019
Subject: Social Media Campaign Proposal

INTRODUCTION
The campaign proposal being submitted to you today looks at the past and present social
media activity of Salon Bel’Aire’s accounts. It will point out the strength and weaknesses of
the posts from each of the platforms and it will provide a solution to creating a stronger
social media presence and gaining a bigger following. In this campaign proposal, Instagram
and Facebook will be looked at in detail, giving background detail, analyzing the posts and
the page, and suggesting a new strategy on how to go about future posting.

Salon Bel’Aire is a salon that is owned by two cosmetologists, Beth Magella and Claire
Eschemeyer. They started it in the early 2000’s and have been able to expand it since then,
moving buildings so that they would have more space. They have eight others who work
there, five working for the salon and three being booth renters. They have a loyal clientele
who is also more up in age which explains why most of their social media activity is on
Facebook.

CURRENT ANALYSIS
Currently, the only social media accounts that have been found for the salon are on
Facebook and Instagram. They are more active on their Facebook than they are on their
Instagram, which isn’t surprising. But both have decent activity.

Facebook
When this project and observing period began, the
Facebook account had 790 likes on their Facebook page,
which is great for a smaller salon. It shows that a lot of
their clients do follow them and that means that their
following is very loyal. Over the course of these ten
weeks, they varied in the number of postings that they
would do. Some weeks there would be one post, some
there would be none, and on others there would be
multiple postings in one week. Their posts were shared
sometimes, most of the times it was something
inspirational about hair as shown in figure 1 and over
the course of the ten weeks, the Facebook page went up
to 804 likes.

The Facebook page has two photos – one profile and

one background. Each represent the salon well – the
former being a picture of the nail polish brand they sell
and the latter being a picture of some of the main hair
Figure 1 Inspirational Hair Post products that they sell. This is a good way of showing off
 the product they sell so that a client can look at the page and if they have questions
they can go in and ask their stylist.

Instagram
After viewing their Instagram page, it is apparent that this page
is relatively new. The posts on this page are few and far
between, and after observing for 10 weeks, I only had a few
posts that had mentioned something about their Instagram page
specifically. When I first started looking at this page, they had
112 followers, and not much activity on their posts, but they
Figure 2 Instagram Profile Picture
posted the same things that they did on their Facebook. At the
end of the 10 weeks there was a total of three new posts – all
that had been on Facebook first – and their follower count went
up to 118.

Instagram’s profile picture is not the same as Facebook – where I

feel there is a disconnect and they should be the same. On
Instagram it is a cropped picture of their business card, which is
fine so long as the picture is better quality. But these pictures
Figure 3 Facebook Profile
need to be similar to help the clientele.

RECOMMENDATIONS AND STRATEGIES

There are a lot of things that need to change with these social media profiles, but there’s a
lot of good things that are already there. A lot of potential is in these posts and the biggest
change I would like to see are the variations in the posts from Facebook to Instagram – no
one wants to see the same post twice, so why bother following two separate accounts if
they are just going to cover the same thing. What I want from each of these accounts are for
photos and videos to be used more than anything else. A big thing for small business is to
choose the social media platforms that work best of them.

Facebook
Facebook is a family friendly sight – mainly posts about personal lives and sharing
interesting things in the news. Here I would want for Salon Bel’Aire to post about
deals happening in the salon and announcements about cancellations or help
wanted. Of course, pictures of styles and such would be great too that way people
can see how a certain stylist does a certain style. But I also feel the inspirational
posts should be saved for this page, something that people love to share and things
that can help the salon gain exposure. Facebook is “ideal for businesses that want to
generate leads and build relationships.”1 This is where the salon should be
interacting with their clients and wanting them to respond and share their own
opinions.

Instagram
Instagram is newer than Facebook, and its big thing is mainly photos and videos. I
feel that it is very important for the salon’s account to post videos of hair being
colored, cut, and styled. People get lost in those videos and watch them for a
 ridiculous amount of time. Watching how a haircut, style, or color turns out is fun to
see and it helps the viewer imagine it on their own hair. Not only is it fun to watch
the hair itself, but this way the viewer can also see how they would be treated at the
salon and view that environment – which can make or break an experience for
anyone. This is a great way for stylists to gain exposure and book new clients –
another great thing to do is post a certain stylist doing something, say balayage, and
put in the caption that if someone comes in because of this Instagram post, they
could get a certain percentage off the entire treatment. This would be a big plus
because getting hair done is very expensive and if the client likes it, they are more
likely to book again with the stylist.

Branding
My biggest issue with their branding is that it is not consistent from social media
page to social media page. Though they are on different platforms, and they have
similar posts, having the same profile picture makes it easier for the clients when
looking them up on these separate platforms. The identity of a small business is
crucial for starting their branding and “the clearer you are about your brand’s
identity, the easier it will be to craft the right message.”3 Another important note to
make is knowing the audience that you are trying to relate to, I know that Salon
Bel’Aire is trying to reach out and make a bigger client base of younger people and I
think that Instagram is the best way to do that (not very many younger people look
at Facebook accounts). In order to extend your audience, the business needs to
“understand and know your target audience like the back of your hand.”3

CONCLUSION
All in all, Salon Bel’Aire has a lot of room for improvement, but they need to “assess what’s
working, what isn’t and how you can improve.”2 This is important if they want a bigger
following on social media. Building clientele these days comes through a lot of social media,
people see videos of styles and that’s what they want to do so they call in and make an
appointment with the person they saw do what they like. It’s a good strategy and it’s easy
to accomplish, though it is difficult to find that time to make a video, I believe that if Salon
Bel’Aire wants to improve, this is the first step that they can make to becoming something
great on their social media platforms.
Reference:
1. Digital Marketing Institute. 10 Ways Small Businesses Can Improve Their Social Media
Presence. (2019). https://digitalmarketinginstitute.com/en-us/blog/10-ways-small-
businesses-can-improve-their-social-media-presence
2. Barnhart, Brent. How to Build Your Social Media Marketing Strategy for 2019. (2019).
https://sproutsocial.com/insights/social-media-marketing-strategy/
3. Standberry, Sherman. The Ultimate Guide to Social Media Branding for Small
Businesses. (November 20, 2017). https://www.lyfemarketing.com/blog/social-
media-branding/