[CASE STUDY] Tasha Cain Web Design And Digital Marketing

The Concept

The main objective for this project was to help Tasha create a strong thriving digital presence that would effectively make use of multiple marketing and communication platforms while streamlining her business processes and providing a more useful and convenient customer experience for her clients. This involved the creation of a new website with features specific to Tasha’s business and industry, as well as make use of mobile and the implementation of social networking, print and digital marketing strategies.

About The Project

Competitive Analysis

To gain a better understanding of the specific features and requirements that would be necessary to ensure the success of the project as well as Tasha’s business, we conducted an in-depth competitive analysis. We looked at several other hair stylists and salons to identify what they were doing that worked well for them and what was not working at all. All avenues were researched to determine how each business was operating within the marketing channels our client was targeting and how best to implement an effective strategy to ensure success.

Features and Requirements

Our competitive analysis provided great insight into the salon industry helping us to determine many useful features that would meet and exceed our clients expectations. Some of these features included the integration of an online booking system which used AJAX to provide a seamless customer experience as well as a website registration system that included the automated distribution of discounts, promotions and incentives to those who registered.

The online booking system is a great feature that enabled Tasha’s customers to check her available schedule, book an appointment with her automatically setting the correct duration of the appointment, sync the scheduled appointment with Google Calendar and then send an email and text notification to both Tasha and her client. This new feature not only provided significant convenience and value to Tasha’s clients but also streamlined her scheduling process by reducing a great deal of back and forth between Tasha and her clients.

Information Architecture

The next step was to clearly design the flow of information. We documented every aspect of information presentation to ensure visitors to the site were presented with the most useful and relevant content. This effort also allowed us to clearly define each step in an automated sales funnel that would allow Tasha to not only provide discounts and promotions to new and existing clients, but also drive new business.

Design

With all analysis, research and design documents in hand, we began to design a consistent look and feel throughout Tasha’s to convey her digital presence. The new design had to be elegant and beautiful while still providing the useful flow of information necessary to increase her business and streamline the customer service experience.

Development

Our developers set out to integrate the elegant design and required features into Tasha’s website, Twitter profile and Facebook Page. This effort included the integration of key features necessary to provide a great customer experience for her clients. The booking system was integrated into her website and Facebook Page and an image gallery of some of her work was built into the site as well.

As with all our digital designs, great effort was taken to ensure Tasha’s digital presence was SEO friendly.

Digital Marketing and Social Media Strategy

In addition to creating a beautifully designed website and social media presence for Tasha, we also set out to create a strong brand awareness by creating and implementing a very well thought out digital marketing and print media strategy. The strategy allowed Tasha to have a step-by-step game plan to increase brand awareness and drive new customers. Through this effort she was able to take advantage of multiple marketing channels such as the Internet, social networking, print, email and SMS text message marketing. As a result Tasha’s business now reaches her clients on multiple fronts simultaneously.

We created all marketing materials and tools Tasha was to use to implement her marketing strategy, including a beautifully designed print piece announcing the launch of her new website. You can view the print piece and all designs on the “Design” tab of this case study.

The Result

The clients overall expectation was greatly exceeded as a result of this effort and her business processes have been significantly streamlined and reduced through the implementation of this digital effort. Tasha’s clients are extremely pleased with the new booking system, appointment notifications and convenience. On the very first day of strategy implementation, Tasha gain new business and provided significant value to her clients. A job well done in our book!