Communications Question

Assignment: Objectives, Messaging, and Channels Section of NOTE Plan

Identify measurable objectives to quantify success for your client.

The paper must address the following objectives:

Based on your Assignment #1, identify SMART (Specific, Measureable, Achievable, Realistic, Timely) objectives/goals for your campaign to reach your client’s Target Market.

List the Primary Message of your client’s campaign

List 2-4 Secondary Messages of your client’s campaign

List the media channels to be used in your client’s campaign

Understanding the value of NPS, in one paragraph describe to your client how this will be a part of your mobile app evaluation process to determine success.

In one paragraph provide justification for your choices. Base these choices on your research, NOT your personal opinion.

Use a professional/business style paper format.

Demonstrate your research with attribution to your sources by APA text cites within the document an APA References page at the end of the document. 1.5 space.

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Delight Nail SPA
Introduction
The beauty sector is vibrant and has witnessed expansion as more investors invest in nail spas. In
Beverly Hills, Delight Nail SPA has positioned itself to offer lavish nail care services. It does
this by targeting the affluent housewives in the region. Even though it is a medium-sized
business, it has a significant position in the nail beauty landscape in the region. Its mission is to
be a top-ranking place for all nail care needs. To meet this goal, Delight Nail SPA provides highquality services by providing attention to detail to enhance customer appearance and confidence.
It has a communication campaign to assist it boosts its sales by 20 percent. The campaign aims to
improve brand visibility to attract and maintain customers, increasing sales. Since its
establishment, Delight Nail Spa has been witnessing expansion in its nail services due to its
strong financial foundation. It also gets a higher revenue by charging high prices for its services
since they are unique from its competitors.
Delight Nail SPA Services
The business offers a wide range of high-quality nail services. It has a relaxing environment
where clients receive pampering treatments for their nail beauty. It specializes in nail art and
designs, treatment, nail extension classic gel, manicures, pedicures, and enhancements using the
latest nail products and techniques and well-trained nail professionals. The nail care treatment
includes paraffin treatment and nail repair and refill. It has a luxurious atmosphere to make
clients comfortable as they receive nail services. The SPA is committed to beautifying the
customers’ nails and ensuring they are healthy with or without gel. There are experts that provide
personalized services to meet the client’s needs and ensure they are satisfied. The SPA’s experts
use premium nail products and are keen on hygiene protocols to give the best customer
experience. The business applies a customer-centric approach, prioritizing customer satisfaction
by ensuring each visit becomes a memorable experience. The professionals are trained to listen
to customers, then give their suggestions and allow the customer to make the final decision. Its
commitment to customer satisfaction and provision of personalized experience make it remain
competitive in the nail beauty industry within the Beverly Hills region.
Stakeholders
Stakeholders in this context are individuals with interests in the Delight Nail SPA business.
There are two types; primary and secondary stakeholders. The target customers, employees,
owners, and investors are the primary stakeholders. The target customers are the rich housewives
within Beverly Hills. These affluent housewives prefer high-quality nail services in a luxurious
setting like Delight Nail SPA’s. Delight Nail SPA’s employees are the second set of primary
stakeholders who participate in delivering high-quality services. They start from those at the
reception desks, the receptionists, to the nail technicians and other staff members. They
significantly enhance customer experience by delivering excellent services from how they
communicate and handle the customers. Their expertise is essential in building and maintaining
the SPA’s reputation and ensuring customer satisfaction (Mazza & Furlotti, 2020). The third set
is the owners and the management team of the business. These individuals oversee the operations
and the strategic direction of Delight Nail SPA. They set goals, allocate resources and make
plans to ensure the business maintains and strengthens its market position in the nail care market
within Beverly Hills. Suppliers are also an essential part of the business. They ensure the SPA
have the required products to deliver quality nail services to their customers. The investors are all
known to have an essential financial stake as they are the source of capital for business growth.
They are primarily interested in maximizing business profits to accredit long-term success. The
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secondary stakeholders include the community, government, and competitors. The community is
in Beverley Hills. The SPA always ensures positive community engagement, which is essential
in improving the brand image. It participates in community functions such as sports to strengthen
its relationship. The government affects the business in terms of the regulations and guidelines it
provides for the nail spa businesses. For example, regulations on licensing requirements and
guidelines that ensure there are customers’ safety. Lastly, the competing SPAs within Beverly
Hills. The presence of competing SPAs makes Delight Nail SPA apply more effort to remain
competitive. The collaboration and satisfaction of stakeholders are essential for business
expansion and sustainability. The SPA always focuses on having a robust relationship with them,
fulfilling their needs, and having open communication lines essential for overall success.
Target Market
The affluent housewives within Beverly Hills are the target market and, thus, are the primary
customer base. They are basically female customers from as young as 20 years to about 70 years
who prioritize self-care and love having an attractive nail appearance with healthy nails. They
are ready and willing to pay for luxurious nail services to maintain and improve their beauty as
they have disposable income, unlike those struggling to meet their daily needs (Hill & Sharma,
2020). They prefer receiving nail services from professionals for high-quality services,
personalized attention, and an ambiance relaxing environment. They are fashion-conscious
individuals who value personal grooming and have much pride in their beauty appearance. They
always want to keep up with the latest nail beauty and fashion trends. They are regular Spa-goers
to maintain their nail beauty as it is part of their self-care routines. They seek a luxurious
experience that is available at Delight Nail Spa. They are easily influenced by referrals from
families, friends, and influencers when choosing where to get their nails done and maintained.
Delight Nail SPA aims to fulfill these specific preferences and needs to enhance their
satisfaction. These rich housewives form a valuable niche market for the spa. They are ideal as
they regularly seek nail beauty services and are ready to pay for luxurious services. An insight
into their needs and preferences makes it easy for the spa to tailor its offering and marketing
strategies to attract and maintain affluent clientele.
Customers’ Needs
The customers have various needs that the SPA aims at fulfilling. The first need is high-quality
services. The target customers expect to receive top-notch services such as the latest nail designs
and well-executed pedicures and manicures performed using the latest devices. It means the
customers value being attended to by professionals, using high-quality products, and like
attention to detail in their nail art (Sangpikul, 2022). The second need is a relaxing experience.
Whenever the customers visit the spa, they look forward to a relaxing, luxurious, tranquil
environment. They prefer the spa to have comfortable seating, some soothing music, a peaceful
ambiance, and a spa with an internet connection with their customers. Customers look for an
environment that will make them feel relaxed, distressed, and unwind. Besides being a relaxing
environment, it should be clean. Customers prefer a place where there is a high level of
cleanliness. There should be strict sanitation procedures, such as using sterilized equipment to
ensure the safety and well-being of the customers. Customers also need personalized attention
tailored to all their nail needs (Sangpikul, 2022). They look forward to being attended to by
experts who will listen to their suggestions and preferences and provide customized solutions for
good nail results. Affluent customers also look for trendy offerings. They seek the latest nail
styles and art. They prefer a spa that has a list of fashionable options, and the professionals are
well-informed to deliver the latest designs. Lastly, they look for a spa with excellent customer
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service from timely bookings, reasonable pricing, and good recommendations on their nail care
needs. Overall, customers prefer a spa that offers a comprehensive experience to enhance their
nail beauty.
PEST Analysis
Table 1: PEST Table
Criteria Example
Some of the
regulations and
policies are:
• Licensing and
permits cover
nail technology
and massage
therapies.
• Health and
safety
regulations –
They cover
proper disposal
of waste
materials,
chemical
handling,
infection, and
general
hygiene and
sanitation.
• An example of
legislation is
ADA
accessibility,
where the SPA
must comply
with this act by
ensuring there
is good access
for individuals
with a
disability,
especially at
the entrance
and treatment
rooms.
Political Factors
They are influences
by political
institutions.
They include:
• Government
regulations
and policiesThese
regulations
and policies
differ at local,
state, and
federal levels
(Sadeghi et
al., 2019).
• Current
legislation
• Regulatory
Bodies
• Taxation
policies
• Political
stability- a
stable
political
environment
enhances
business
growth as
there is
reduced
uncertainty.
• There is a
peaceful
power
transition that
instills
confidence in
business
Economical
Economic conditions
influence them.
They include:
• Interest and
exchange rates
• Disposable
income affects
consumer
spending on nail
spa services.
• High disposable
income like that
of the rich wives
increases
demand for
luxury services.
• Disposable
income varies
depending on
economic
conditions
• Unemployment
rates affect
consumer
spending and
demand for
services such as
those offered at
Delight.
• Inflation Ratesrising inflation
will increase the
SPA’s
operational
cause hence
raising the
service prices
•
Criteria Example
• Fluctuations in
exchange rates
may affect the
cost of
imported nail
care products.
• Changes in
interest rates
affect customer
spending.
• It is high in
periods of low
unemployment
and economic
expansion.
• Delight Nail
SPA is likely to
experience a
decline in the
demand for its
services when
customers cut
back on
expenses.
• There will be a
decline in
customer
spending during
economic
recessions.
• For example, an
increase in
employee
wages, rent, and
price of the
supplies will
cause an
increase in
prices to
4
•
•
•
•
•
•
•
Taxation
policies
include:
Property tax
varies
depending on
the location
Employment
tax, where the
SPA must
withhold and
remit these
taxes such as
social security
and Medicare
taxes (Scheuer
& Slemrod,
2021).
Excise taxes
for nail service
products are
imposed at the
state or federal
level.
Consumer
protection
lawssafeguard the
rights and
interests of a
customer
Federal Trade
Commission is
against
deceptive and
unfair
businesses
such as false
advertisements.
Consumer
Product Safety
Act defines the
safety
standards of
consumer
products to
•
within
Beverly Hills.
There is also
a stable
democratic
system with a
high
commitment
to the rule of
law.
maintain
profitability
5
•
protect against
harm.
Electronic
Funds Transfer
Act protects
consumers that
make payments
electronica
using debit and
credit cards
Criteria Example
Social Factors
Technological Factors Criteria Example
• For example,
• Lifestyle
• Communication
• Delight Nail
customers
TrendsChannels- use of
SPA focuses on
prefer activities
Wellness and
digital and social
using YouTube,
that enhance
self-care
media platforms
Facebook, and
stress reduction
increase the
to engage
the business
and promote
demand for
customers.
website (Mishra
relaxation
nail care
& Garris,
• Innovation
(Davis et al.,
services.
2014).
potential- new
2019).
• Cultural
nail treatment
• Nail treatments
• Such cultural
Influencesinclude nail
• Industry-specific
influences are
such as
extensions, gel
technologycultural
celebrations
polish, and nail
specifically on
weddings,
and holidaysart such as
nail care
cultural
give
stamping and
equipment
festivals
customers
foiling (Kim et
• Digitalization
opportunities
al., 2019).
• Delight SPA
and Online
to pay for
targets rich
• Nail technology
presencespecialized
housewives
includes nail
involves
nail
aged as young
dust collectors,
embracing
treatment.
as 20 and
electric nail
digital
within a
• Consumer
files, and UV
technologies to
wealthy
attitude and
lamps (Kim et
enhance
neighborhood.
perception
al., 2019).
customer
regarding
• This target
experience and
• Use social
customer
audience has a
increase
media
satisfaction,
high affinity
business
marketing willingness to
for beauty
visibility.
Delight uses
pay for nail
treatments, and
YouTube and
• Data security
services, and
women are
Facebook for
and privacy
brand
traditionally
customer
policies to
reputation
known as the
engagement.
protect customer
(Davis et al.,
main
information
• Online
2019).
customers of
bookings and
spas.
reservations are
6
•
•
•
•
•
Delight is in an
urban setting
with a higher
population.
The nail
experts should
be in personal
Protective
Equipment
such as gloves
and face masks
Guest health
screening such
as temperature
and blood
pressure
checks
Linen, such as
towels and
equipment
sanitization.
Regular
sanitization for
common
places.
•
•
•
Demographic
factors
include the
age, gender,
income
levels, and
geographical
location of
the target
audience.
Health and
hygiene
awarenessthere is a high
demand for
hygienic spa
businesses.
Delight Nail
SPA must
adhere to
strict hygiene
protocols
•
•
made via the
website or
email
There should be
encryption
protocols to
safeguard
customer
information.
There should be
informed
customer
consent on data
collection.
Conclusion
Delight Nail SPA is a luxurious nail care business in Beverly Hills targeting rich housewives. An
insight into its stakeholders and needs will assist it in providing exceptional and quality nail care
services to enable it to attain its target for sales increases by 20 percent. The PEST analysis
assists the SPA in recognizing the importance of considering the political, economic, social, and
technological factors in its business strategy. However, it benefits from a stable political
environment, and there are consumer protection laws that lay a platform for fair and secure
business. Economic factors such as disposable income and unemployment rates affect the
demand for the spa’s services, while inflation rates affect the business’s pricing strategies. Social
factors have played an essential role in shaping Delight’s target market. Targeting affluent
women who highly prioritize self-care and with disposable income benefits the business. By
leveraging the available nail beauty technology, make sit enhances customer satisfaction.
Marketing technology assists it in increasing its visibility hence attracting more customers.
Suppose it manages to align its services with the target market’s preferences and stay up-to-date
with external factors. In that case, Delight Nail SPA will attain its aim of sale increase and
maintain its market position as a premier nail care place for all customers. It is worth noting that
its success relies on its dedication to customer satisfaction. Based on the customer’s needs, it
should always maintain a luxurious atmosphere, have well-trained nail professionals, and use
premium nail products. It should constantly be updated with the latest designs to meet trendy
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savvy needs. Leveraging all these factors will make it expand its market presence and achieve
long-term success.
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References
Davis, L., Khoza, L., & Brooks, J. (2019). Nail art, nail care, and self-expression: Gender
differences in African Americans’ consumption of nail cosmetics. Fashion, Style &
Popular Culture, 6(2), 159–174. https://doi.org/10.1386/fspc.6.2.159_1
Hill, R. P., & Sharma, E. (2020). Consumer vulnerability. Journal of Consumer
Psychology, 30(3), 551–570. https://doi.org/10.1002/jcpy.1161
Kim, N. P., Kim, J., & Han, M. S. (2019). The convergence of three-dimensional printing and
nail-art technology. Journal of Cosmetic Medicine, 3(2), 94-101.
https://doi.org/10.25056/JCM.2019.3.2.94
Mazza, T., & Furlotti, K. (2020). Quality of code of ethics: An empirical analysis on the
stakeholder employee. Social Responsibility Journal, 16(8), 1377-1402.
https://doi.org/10.1108/SRJ-03-2019-0113
Mishra, K., & Garris, M. (2014). A beginner’s guide to mobile marketing. (1st Ed). Business
Expert Press.
Sangpikul, A. (2022). Understanding the subjective and objective assessments of service quality
through spa customers’ E-complaints in Bangkok. Journal of Quality Assurance in
Hospitality & Tourism, 23(3), 569-596. https://doi.org/10.1080/1528008X.2021.1891598
Scheuer, F., & Slemrod, J. (2021). Taxing our wealth. Journal of Economic Perspectives, 35(1),
207-230. https://doi.org/10.1257/jep.35.1.207
Sadeghi, V. J., Nkongolo-Bakenda, J. M., Anderson, R. B., & Dana, L. P. (2019). An institutionbased view of international entrepreneurship: A comparison of context-based and
universal determinants in developing and economically advanced countries. International
Business Review, 28(6), 101588. https://doi.org/10.1016/j.ibusrev.2019.101588
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Campaign Plan
Delight nail spa is one of the leading nail spas in Beverly Hills region. The main target
market for the spa is the rich housewives of Beverly Hills. The nail spa focuses on customer
satisfaction and this entails offering information that ensures that all the people’s needs are met
and that the potential consumers are aware of the services that are offered. Communication is
important as it helps in ensuring that there is proper planning and this leads to the development
of the objectives and the needs of the spa and that of the customers. The internal communication
in the spa is also embraced and this creates the need to communicate the objectives and goals of
the spa to the employees and also creates awareness among the customers on the services that are
offered at Delight Nail Spa.
The communication and digital strategy is critical for the organization as this will help in
increasing the business practices and improve the consistent interactions with the potential
customers. The main objective is to increase the sales revenue by 20%. The experience of the spa
is important as this helps in forming the foundation of the practices and the integrated marketing
communication strategies that form part of the communication plan. As the Delight Nail Spa is
looking to expand, how they relate with the customers in terms of communication is important as
this will encourage the growth of the nail spa (Duralia, 2018). The aim is to ensure that the brand
remains consistent and that there is a positive experience for the needs of the customers every
time they interact with the brand.
One of the elements that the spa will apply is public relations and this is critical in
enhancing customer-focused services. The use of relationship management as part of public
relations will guide the interaction with the customers and this helps in the identification of the
areas in which they find the services dissatisfactory. With public relations, there is awareness of
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the areas that need to be improved and the appeal of the messages that should be sent out to the
customers. It is important as it helps in improving the prospects of sales and the content that
should be used in the marketing of the products (Laurie & Mortimer, 2019). The nail spa will
also employ the use of direct marketing and this is focusing on the people that have an interest in
the services that are offered in the nail spa. In direct marketing, online targeted marketing will be
done to the potential customers as they access various platforms such as Google. The use of
email marketing is also critical for the nail spa as this will help in sparking interest in the
different services that are offered and their prices. As such this will help in ensuring that the
customers are focused on the quality of the services that are offered and the special features and
prices of the treatments.
The Delight Spa understands that with the growth of technology, the use of digital
strategies allows for interaction with different potential customers. There is the ease of access to
information and this provides clear information on the changes in the services and forms the
foundation of communication for the spa. The digital strategy will ensure that there is an increase
in memorability, efficiency and enhance the loyalty of the customers. In application of the digital
strategy, advertising will be done on different social media platforms and this is important in
helping to reach out to a wider market. The use of the social media digital strategy is critical as
this will help in the communication on the changes that are made to the brand and how this is
effective in improving the satisfaction of the customers (Bekimbetova, Erkinov & Rakhimov,
2021). The nail spa will also employ the use of a blog as a digital strategy and this is important in
improving the choices of the audience. In this case, there will be a collaboration with different
brands that offer cosmetic products in helping to target specific audiences. The development of
attractive content will ensure that all the customers are aware of the changes in the services and
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how this will improve their levels of satisfaction. In this case, the response from the customer
will spark an improvement in revenues for the organization.
A critical digital strategy that will also be applied is the use of YouTube in sending out
enticing videos of the spa. The process will help in interacting with the customers more as a
method of developing content and driving the sales of Delight Nail Spa. The use of sales
promotion will also help in the improvement of the interactions with the potential customers as
the main focus is on the customers (Bekimbetova, Erkinov & Rakhimov, 2021). In this case,
sales promotion will run at least each month and this will help in improving the competitive
landscape of Delight Nail Spa. The evaluation of the responses from the nail spa will help in
improving the aspect of sales and this will ensure that there is improvement in the various
services that are offered improving the niche in the market.
Delight Nail Spa is located in an affluent location and this means that the target
customers are the rich people in the neighbourhood. The spa offers superior services and this has
made it possible to segment the market and ensure that there is an increase in satisfaction rates of
the target market. The reliance on the integrated marketing communication strategy makes it
easy for the Spa to communicate with the customers and this leads to the growth of the brand.
The orientation on the communication methods has made it easier to ensure that the sales-based
conversations work towards the improvement of the market share of the spa in the market. As the
landscape for the business is considered competitive, the analysis of the orientation of the brand
will assist in ensuring that the focus is on the increase of the sales and this will improve the
changes that are applied in the growth of the spa.
The main objective of the spa is to become the best in the market by offering quality
services and this is critical as it helps in increasing the number of customers that come to the spa
4
through referral business. With this the spa will easily ensure that there is an increase of sales by
20%. As the main focus is on the growth of the brand, the effectiveness of the communication
strategy is one of the objectives of the brand and this will assist in the categorization of the
services offered in the spa and the assessment of the directives that are necessary for enhancing
the quality of the brand. As such this leads to an increase in conversion rates of the customers
improving the sales revenue and profitability of the business.
Campaign Plan Part 2
The objective of the communication plan is to increase the sales of Delight Nail Spa by
20%. In this case, the aim is to ensure there is identification of the primary stakeholders as this
will help in enhancing the performance of the nail spa. The primary target for Delight Nail Spa is
the rich housewives of Beverly Hills and this is due to the lavish lifestyle that they embrace. The
stakeholders are interested in luxury services and this is provided by the nail spa. The gender of
the target market is female that are aged between 20-70 years. The main aim is that they love
taking care of their look and this is critical that the best services are offered. The segmentation
of the market is important as this allows for the improvement of the physical and mental health
of the target market. In this case, there is a need to focus on the communication methods that are
important in the attraction of customers. As the need for the Delight Nail Spa is to offer luxury
services, the primary audience will form the majority of the stakeholders and this will assist in
enhancing the growth of the spa. The target market will also improve the types of services that
need to be offered as they are more aware of the changes that should be implemented in the
company. Employees are also a primary stakeholder and their role is important in enhancing the
satisfaction of the customers (Laurie & Mortimer, 2019). The actions of the employees are
tangible and this is critical in enhancing the impact of the organization in meeting the customer’s
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needs. Investors as the owners of the spa are also primary stakeholders as they aim to maximize
their profits in the organization.
The secondary stakeholder for Delight Nail Spa is the community. The community has an
impact on how the nail spa operates and this involves constant engagement in ensuring that the
spa operates according to the community policy. The community influences the operations of the
nail spa and this is through the improvement of the ambience of the nail spa. In this case, there is
a direct influence on the reputation of the organization. The government is an important
secondary stakeholder as the regulation of the spa terms of the chemicals used is critical in
enhancing the safety of the customers. The government will also help in the regulation of the spa
towards adherence to cleanliness.
The primary message will be directed to the primary stakeholders and the aim is to ensure
that there is development of a good reputation with the customers. The message is simple and
clear and this will help in enhancing the relationship management with the customers. The
effective approach is to ensure that there is a highlighting of the benefits of the nail spa to the
primary stakeholders and this will help in enhancing the presence of the business in the
community (Bekimbetova, Erkinov & Rakhimov, 2021). In this case, the main focus is on the
management of the growth of the business and this ensures that there is a highlighting of the
changes in the business environment. The primary message for the target group is “Adorning
today, styling you”. The message is important for the customers as it creates an important
message that they will get professional and quality services and this will help in enhancing the
growth of the nail spa this means that the more the investment grows, the more the investors get.
For the employees, the message ensures that they understand the vision of the nail spa in offering
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quality services. As such all the primary stakeholders are aware of the role that they play in
enhancing the achievement of the mission and vision of the organization.
The secondary message is to ensure that there is support for the primary message and this
allows for the development of the different campaigns of the organization (Duralia, 2018). The
relation with the outside stakeholders is critical as this helps in the directing of the traffic to the
spa. The secondary message is, “A well-organized community and regulation structures allow for
the growth of the spa and invites more customers.” The message is important in supporting the
quality of the services offered in the spa and ensures that there is the compliance with the spa to
the different rules and regulations in the market. In this case, it helps in improving the
specification of the changes that should be applied in the spa and to ensure that there are high
satisfaction rates in the services that are offered.
The use of business communication channels is important in passing the correct message
to the primary and secondary stakeholders. It is important as this helps in ensuring that the
message is well understood and that there is gaining of feedback from the customers. The use of
communication methods acts as a marketing tool and this is critical in ensuring that there is a
relation with the perception of the customers in the services that are offered by Delight Nail Spa.
One of the channels that will be used in communicating with primary stakeholders is personal
selling and this is critical as it involves the face to face interactions helping to ensure that the
customers understand the reason for the purchase of the services and their gain (Laurie &
Mortimer, 2019). The use of personal selling is important as this helps in the collection of
information on the satisfaction of the customers. It also helps in the understanding of the areas
where there are doubts on the services that Delight Nail Spa offers. The employees also
understand their role in ensuring that the customers are served well and that they are satisfied
7
with the services that are offered in the spa. Direct communication with the investors also makes
it possible to ensure that there is the building of a long-term relationship and this helps in
meeting the interests of the investors and that of the customers. Direct communication is an
effective part of the campaign as this will ensure that there is review of the prospects of the
investors. It will help in the investigation of the call to action of the investors and how well they
understand the changes taking place in the nail spa.
In communicating with the secondary stakeholders, public relations will be applied and
this is important in the management of the relationship between the organization and the public.
As the community and the government play a critical role in the operation of the nail spa, the
focus will be on ensuring that there is an offering of feedback in the organization and the
shedding of a positive light on the operation of the Delight Nail Spa. The promotion of relations
is done through the sponsorship of community events, press releases, and the use of public
appearances as this allows for the implementation of the growth of the services and to ensure that
there is improvement in the relations with the secondary stakeholders (Laurie & Mortimer,
2019). The process also ensures that there is the targeting of the changes that arise in the
community and this influences the growth of Delight Nail Spa. In this case, there is an
assessment of the methods that are critical in the improvement of the satisfaction rates of the
target community. With public relations there is focus on messages for the specific people and
this is critical in improving the reputation of the brand (Duralia, 2018). As such this will help in
the transformation of the services that are offered to the clients. As the target market are the rich
housewives. The process will ensure that there is transformation of the profitability and the
future of the business.
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With the communication plan, there is ease in communicating with the target market and
all the primary and the secondary stakeholders. The process ensures that communication
channels are identified and this helps in ensuring that there is creation of a relationship that is
needed in enhancing the performance of the nail spa. The process of identification of the
stakeholders is critical for the nail spa as this helps in shifting of the focus for both the nail spa
and for the consumers. It also makes relationship management easier enhancing the quality of the
services.
Campaign Plan Part 3
The implementation of the communication plan is critical as this helps in the systematic
application of the activities and the analysis of the behaviour and the social changes in the target
market. The strategies in the implementation process look at the objective of Delight Nail Spa
and this is critical as it helps in the assessment of the situation and the segmentation of the target
market. The initiative is to make sure that the campaign is successful, and this will help in the
improvement of the viability of the plan especially with the target market who are the key focus
of the campaign.
The tactics to be applied are important in ensuring that there is alignment of the brand,
and this will help in building relationships with the customers. The process will ensure that there
is the connection between the luxury services with the needs of the customers. The marketing
tactics will be strategic, and this will influence the goals of the campaign in increasing the sales
of Delight Nail Spa with the targeted 20%. One of the tactics that will be applied is the use of
email marketing and this is an important strategy as it helps in the improvement of engagement
with the target customers and contributes to the improvement of the goals of the spa. The focus is
on ensuring that the customers are updated on the different services that are offered and this
9
helps in making sure that the customers are updated on the different discounts. The use of social
media tactics is critical as thus will help in the execution of the goals of the company. The focus
is on creating alignment with the brand and this helps in the improvement of the communication
process (Bekimbetova, Erkinov & Rakhimov, 2021). The alignment allows for the targeting of
the customers especially with the evolvement of technology, there is ease in the usage of the
different social media platforms, and this provides an ease in the marketing of the services.
Some of the social media platforms that Delight Nail Spa will use is Instagram as this
allows for the channelling of the right messages that identify with the target market. Another
critical tactic is the use of a social media influencer, and this is important as it helps in
popularization of the services that are offered by the nail spa. In this case, there is the creation
and publishing of the information that is important in enhancing the relationship with the
customers. As such the objective of increasing the sales of the company by 20% will be
achieved. It also ensures that there is value to the commercial tools that are used by the nail spa.
The roles and responsibilities are critical as this allows for the objective alignment of the
vision and the mission of Delight Nail Spa. The focus is on the unification of the opportunities
and ensuring that there is a collaboration of all the employees in achieving the goals and
objectives. The marketing manager is responsible for the implementation of the campaign and
the main responsibility includes the research of the target market and the opportunities that arise
in the market. In this case, the assessment of the goals and objectives of the marketing plan will
be done continuously allowing for the enhancement of the communication process with the
stakeholders. The creation of awareness is important as this helps in ensuring that the
opportunities presented in the market are adopted by the Delight Nail Spa.
10
The marketing team will be divided into communication and public relations teams, and
this is important in the allocation of the roles and responsibilities. The team will oversee the
creation of the identity of the brand. In this case, they will handle all the customer conversations,
and this involves actively engaging the target market using email marketing and social media.
The creation of customer awareness is important for the teams as this ensures that they are aware
of the changing preferences of the customers in the market. With this, there is an assessment of
the demographic change of the customers, and this allows for the management of the support of
the customers in the purchase of the different activities. The team is also aware of the decisionmaking process and how to focus on the analysis of competition that exists in the market. With
this, there is the shaping of the different decisions that are undertaken by the department and the
improvement of the competition in the region. The monitoring of the milestones in the marketing
campaigns is important as this will assist in the allocation of the results that are needed in
enhancing performance in the organization (Blakeman, 2018). Key performance indicators will
be indicated, and this will help in the establishment of the traffic in the nail spa and to ensure that
there is collection of feedback from the customers.
The estimation of the budget is important as this will help in the management of finances
and track the return on investment. The estimation also helps the marketing team to work with
the right timelines in the management of the budget. The budget will enhance activities such as
social media marketing, direct communication, and publicity and this is important for the
company as it will allow for the tracking of the various expenses. The budget will be aligned
with the objectives of the communication plan, and this is specific towards the allocation of the
resources and the decisions that are based on the growth of the company.
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Budget
Table 1: Budget
Tactic
Price
Influencers
$5,000
Social Media Marketing
$10,000
Direct communication
$7,000
Customer surveys
$5,000
Email marketing
$2,000
Advertising
$5,000
Salaries
$10,000
Total
$50,000
Figure 1: Marketing Budget
The marketing budget is estimated at $50,000 and this is important to Delight Nail Spa as
the focus is on ensuring that there is contact with the potential customers and that they are aware
12
of the services that are offered at the spa. In this case, the budget will contribute to the increase
in sales according to the objective of enhancing the 20% increase in spa sales.
The determination of the timeline in the execution process is critical as this allows the
teams to understand the timeframe for enhancing the performance of the spa. The marketing
activities have an estimated period of 5 months, and this is important to ensure that there is a
review of the activities and the influence that they have on the increase in the sales of the spa and
the improvement of profitability in the long run. The execution process will involve the approval
of the budget, and this is done by the management after the deliberation on the rate of return that
is expected from the process (Duralia, 2018). In this case, the financing of the budget is assessed
from the capabilities of the spa to improve its market share in the Beverly Hills market. The
execution also assesses the documents that are required in making sure that all the stakeholders
are involved in the process and that there is structuring of the marketing activities in the easiest
way possible.
Figure 2: Marketing Timeline
The head of marketing will be responsible for the execution of the plan and the
management of the timeline. As such before the campaign starts there is a need to assess the
13
responsibilities of the teams and the expectations at each stage of the plan. In the execution, a
work schedule will be applied, and this will help in the allocation of roles and responsibilities.
Implementation Plan
The implementation of the communication plan is important as this works towards the
achievement of the goals and objectives of Delight Nail Spa. The focus is on the resources of the
organization and how this will be utilized in enhancing the potential of the plan. In this case,
there is strategies on ensuring that all the obstacles are assessed and this helps in the management
of the errors that need to be fixed and the management of the different situations given the
changes that need to be implemented in the marketing process. The identification of the goals is
critical as this allows for the anticipation of the communication process in enabling the
performance of the nail spa.
Successful Outcomes
The successful outcome of the plan is based on the increase in sales of the spa and this
means the achievement of the 20% target. As the target market is the rich housewives of Beverly
Hills, the focus is on ensuring that there is connection with the target market as this helps in
increasing the sales of the company. A successful outcome is increase in the referral business as
this means that the target market are satisfied by the services that are offered by the nail spa.
Where is increase in the number of engagement in the social media platforms, there is increase in
the growth of the spa and this is important as it helps in the improvement of communication
while ensuring that the best services in the spa are offered. The satisfaction of the customers is
important as this outcome allows for the constant interaction and leads to the creation of
awareness on the different services that are offered in the long run. As such this is critical in the
development of the brand name in the area.
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Metrics
One of the metric in the measurement of the plan is sales revenue and this is critical as it
helps in gauging of the services that have the highest revenue. In this case, the organization can
determine the total revenue that they receive by subtracting the various costs that are incurred in
each financial year. Conversion rates is also a critical metric and this looks at the conversion of
the social media interactions to sales for the nail spa (Saura, 2021). With the conversion rates
certain measures are assessed and this includes the quality of the services, the customer service
that is offered at the nail spa and the appealing language and communication that happens on the
social media. As such this leads to the increase in the reviews of the customers. The retention of
the customers is also an important aspect in metrics of measurement as this helps in evaluation of
the loyalty of the customers to the brand. In this case, there is focus on the types of services that
are offered and the satisfaction rates in the long run. With this there is also the estimation of the
customer lifetime value as this helps in the evaluation of the revenue that the spa earns per
customer.
Data Measurement
The measurement of data is critical as this helps in the validation of the metrics and helps
in focusing on the recommendations that are critical for the growth of the nail spa. The sales
revenue will be measured by the preparation of the financial statements and this is important as it
will focus on the financial objectives of the nail spa. In this case, there is need to evaluate the
hours that are critical in managing of the expectations of the customers in the long run. Another
measurement method is having customer surveys and this helps in assessment of the customer
satisfaction rates and there is identification of the areas that the nail spa needs to improve to
enhance the quality of the services. Loyalty of the customers will be measured using dashboards
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and this helps in tracking of the KPI’s and ensuring that there is progress for both the
stakeholders and the teams (Saura, 2021). In this case, useful information on the referrals that are
made to the nail spa helping to enhance the quality of the services that are offered in the long
run.
Evaluation of Selected Metrics
The design of the evaluation metrics is important as this helps the nail spa to focus on the
growth of the nail spa and the identification of the areas where specific changes should be
applied in meeting the objectives in the long run. In the evaluation of the metrics, the increase in
sales will be evaluated through the analysis of the sales on a quarterly basis. In this case, the nail
spa has the ability to assess the effectiveness of the changes made through the implementation of
the communication plan. The use of surveys is also critical as this allows for the investigation of
satisfaction levels of the customers and leads to the analysis of the areas in which effective
changes should be applied in enhancing the retention of the customers (Saura, 2021). The
retention of the customers will be evaluated through the analysis of the growth per the
segmentation of the customers. In this case, the focus is on the profitability of each segment and
the areas where it is difficult to convert the sales. As such this is critical as it helps in the
management of the satisfaction of both the customers and the employees in the long run.
Recommendations
In ensuring that there is growth of the nail spa, one of the recommendation is to focus on
employee satisfaction. Employee satisfaction is critical in enhancing the productivity of the nail
spa and this will lead to the improvement of the sales in the company. The use of surveys and
feedbacks from the employees is critical as this will help in ensuring that the employees are
satisfied and this leads to the progression towards the achievement of the goals and objectives.
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Another critical recommendation is breaking down of the goals to be achieved as this allows for
the employees to meet the different milestones and helps in tracking of the performance capacity
of the nail spa (Gräve, 2019). In this case, there is insight on the productivity levels, analysis of
the nail spa resources and the understanding of the expectation of both the employees and the
customers. In this case there is improvement of the success and efficiency of the services and the
recognition of the solutions that are needed in making the nail spa a success. It also allows for
the investigation of the challenges that arise in the company and how this leads to the reduction
of the efficiency of the communication plan.
17
References
Bekimbetova, G., Erkinov, S., & Rakhimov, U. (2021). The role of the branding and integrated
marketing communications to consumer perception. InterConf, 113-126.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Duralia, O. (2018). Integrated marketing communication and its impact on consumer
behavior. Studies in Business and Economics, 13(2), 92-102. https://doi.org/10.2478/sbe2018- 0022
Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media
influencers. Social Media+ Society, 5(3), 2056305119865475.
https://uk.sagepub.com/en-gb/journals-permissions
Laurie, S., & Mortimer, K. (2019). How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management, 35(3-4), 231-252. https://doi.org/10.1080/0267257X
Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
https://doi.org/10.1016/j.jik.2020.08.001
1
Communication Plan-Executive Summary
The Company
Delight Nail SPA is a major SPA in Beverly Hills. It is in a rich neighborhood where it
targets housewives from the age of 20 years. It is committed to ensuring customer satisfaction. It
does this by providing marketing information that aligns with the customer’s needs as well as
making potential customers get to know the services offered at the SPA. The company values
communication as it assists it to have proper planning on how to meet its objectives and fulfill
customers’ needs. Communication in the company also ensures there is frequent interaction with
the customers that helps to increase its visibility within the region.
Analysis of the Plan’s Project
The company is operating in a competitive sector that requires it to apply unique
strategies to gain a competitive advantage. These strategies must assist in having a robust brand
presence to attract and retain customers. Having an effective communication plan is a strategy
that will help it stand out as a competitive SPA. Communication will help it create awareness of
the services it offers and attend to its target customers. The interaction will increase ways in
which potential customers can access information about the SPA concerning its progress and
know when there are new services and offers. The communication campaign will ensure it
reaches a wider market and be able to enhance customer loyalty.
Campaign Goals and Objectives
The campaign aims at increasing the company sales by 20 percent. It will achieve this
goal by having increased brand visibility which will make it attract new customers. The
communication campaign will also improve the company’s relationship with its customers to
enable it to fulfill their needs and preference regarding nail services. It focuses on having a long-
2
term relationship with the customers where it can easily interact with them to understand what
they require or areas where they can improve their services. The interaction will make it gain
customer loyalty, essential in increasing sales. The campaign aims to make the SPA the best in
the market and be recognized for offering quality services, attracting, and retaining more
customers. Quality services will also make the SPA stand out from its competitors, thus gaining
a larger market share.
Campaign Elements
Website
There will be a user-friendly website that will be the company’s official platform. It will
showcase all the services rendered at Delight Nail SPA and their costs and show when there are
special offers and promotions. It will also feature a customer portal where customers can make
online bookings to have them attended at their convenient time. There will also be information
about the trending beauty tips and testimonials and experiences from happy customers who have
already visited the SPA.
Social Media Channels
YouTube is one of the channels the company will use to tailor its marketing message. It
will post enticing videos on the channel showing how the staff attend to the clients (Scott, 2015).
The videos will be nails art tutorial showing step-by-step on various designs. It will also portray
different art designs for weddings and birthdays. There will also be videos on nail care tips
showing how to protect nails from breakage. There is also a recorded view of how Delight Nail
SPA is designed in terms of its décor and ambience.
Facebook is the second social media channel. Its main purpose is to encourage customer
engagement via live sessions with a question-and-answer session about the SPA. There will be
3
photos of before and after to show the type of nail transformation. Satisfied customers will have
somewhere to share experiences and reviews, which will assist in attracting more customers.
Earned Media Effort
The community is a secondary stakeholder. As such, there will be the need for
collaboration and endorsements with beauty influencers and celebrities or local bloggers to
increase media coverage and create positive reviews about the SPA. Such endorsements will help
improve brand visibility and credibility, increasing sales by 20 percent.
Marketing based Tactic
The marketing tactic to apply will focus on increasing SPA sales. Email marketing will
be used to enhance engagement with the target customers (Scott, 2015). Email marketing will
ensure customers receive updates about different services offered in their emails. Customers will
also receive emails about seasonal promotions such as Mother’s Day or Valentine’s Day, making
them visit the nails spa and maybe come with friends who will consequently increase sales.
Additional Element
A loyalty program will be implemented to encourage customers to come back and
customer referrals. It will work in such a way that customers will earn points for any customer
referral they make and each time they visit the SPA (Gräve, 2019). They will then be able to
redeem these points during exclusive discounts or get free upgrades. The program will lead to
creating brand advocacy that will make customers share positive experiences with their friends,
family and within their social network. All this will increase sales, which is the main objective.
The identified campaign elements: website, social media channels, endorsements with
beauty, influencers and celebrities, email marketing and the loyalty program are effective in
4
reaching the target audience. They will allow Delight Nail SPA to communicate continuously
with its customers, which will help improve performance.
5
References
Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media
influencers. Social Media+ Society, 5(3),
2056305119865475.https://doi.org/10.1177/2056305119865475
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
(5th ed.). United Kingdom: Wiley.
1
Delight Nail SPA
Execution Summary
The summary briefly overviews the communication tactics selected for the Delight Nail
SPA communication campaign. The campaign aims at increasing the company sales by 20
percent. The goal must be attained through increased brand visibility, which will attract new
customers. There are different communication tactics selected to achieve these objectives. They
are in such a way that they will assist in enhancing customer relationships through frequent
engagements and interactions, which will create customer loyalty and build stronger brand
advocacy which will help increase company sales (Scott, 2015). The campaign is set to ensure
that Delight Nail SPA becomes the number-one choice for customers in the nail care market,
gaining a competitive advantage to help it increase its sales.
Communication Tactics
Company website
The campaign is set to revamp the company website and use it as the central platform for
all communication needs about Delight Nail SPA. It will be made user-friendly to ensure new
customers can access it. It will feature all the services rendered at the SPA. It will have an
attractive design reflecting the relaxing ambiance of the SPA to make new customers interested
in knowing more about the SPA. There will be a navigation menu that will guide anybody who
visits the site to the different sections. There will be a slideshow of images of different nail art
designs and pictures of satisfied customers to attract more customers.
Social Media Platforms
The campaign focuses on leveraging two significant platforms, YouTube and Facebook,
for effective audience engagement. YouTube will be mainly for sharing tutorial videos about nail
2
treatment and nail art designs. There will also be transformation videos about the before and after
nail care services giving the target audience the urge to have such a transformation. Facebook
will enhance engagement by allowing question-and-answer sessions as well as live sessions. The
customer will have the chance to give feedback about their experience at the SPA or get some
clarification about the services offered. The two platforms will thus provide direct interaction
and engagement with existing and potential customers.
Earned Efforts
The campaign will consider collaboration with local bloggers and beauty enthusiasts to
generate positive views and amplify the brand’s credibility and visibility (Ho et al., 2020). The
campaign will also consider using user-generated content where happy customers can share their
experience on their social media pages and tag the SPA. It will help make Delight Nail SPA a
premier nail care center within the region.
Email Marketing
It is more of a personalized communication channel where the SPA will remain
connected to its customers. It will involve frequently sending updates about available offers, new
services, and promotions, effectively enhancing customer repeats.
Loyalty Program
Its main goal will be to incentivize customer repeat visits and referrals. Customers with a
lot of loyalty points will be getting exclusive discounts and upgrades on the services they want. It
will thus be easy to foster brand advocacy and enhance customer retention.
Implementation and Monitoring
There is a detailed campaign timeline and budget to ensure the smooth use of the selected
channels and tactics. There will be close monitoring of customer feedback from these tactics to
3
track the reach of the campaign’s key message. Key performance indicators such as shares,
comments, likes, tags, and views will be used to track the effectiveness of these tactics (Gräve,
2019). If properly used, Delight Nail SPA will indeed experience an increase in sales by 20
percent.
4
References
Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media
influencers. Social Media+ Society, 5(3). 2056305119865475.
https://doi.org/10.1177/2056305119865475
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual
framework. Journal of Research in Interactive Marketing, 14(1), 133-151.
https://doi.org/10.1108/JRIM-06-2018-0082
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
(5th ed.). United Kingdom: Wiley
1
Delight Nail SPA
Social Media Tactics
YouTube
In terms of context, the YouTube channel for the SPA will feature professional,
informative, and engaging videos. The videos will portray the various nail art designs, tutorials
on how the staff makes these designs, the ambiance and services, and the SPA. The videos will
be designed to align with the major goal of providing high-quality and luxurious nail services to
all customers. The key message to be emphasized via these videos is creativity and the SPA’s
nail staff’s expertise. The videos will also showcase some screenshots of feedback from satisfied
customers. Promotional videos will also feature special offers and discounts to attract new
customers. The success of these videos will depend on the number of views, comments, likes,
and shares on each video uploaded (Gräve, 2019). The conversion rate, in terms of an increase in
the number of bookings arising from YouTube referrals, will measure the effectiveness and
success of this tactic.
Facebook
Delight Nail SPA’s Facebook page will combine written posts, attractive visuals, and live
sessions. The main aim will be to enhance customer interaction. The live sessions will allow the
customers to get clarifications with prompt responses from the SPA agents. There will be before
and after photos of customers’ nail transformations to prove the quality of nail services offered at
Delight. These photos and live sessions’ key message are customer satisfaction and highlight the
luxurious services. The number of tags, followers, shares, likes, and comments will determine
this tactic’s success (Gräve, 2019). The more shares, tags, likes, and comments, the more
effective it is.
2
Mock-Up Designs
YouTube Channel Mock-Up
The channel will have a banner with the company logo, tagline, and photos of the various
art designs. The banner will be designed to reflect the SPA’s relaxing and luxurious atmosphere.
The banner will showcase the main sections such as Nail Care Tips, Nail Art Tutorials, Special
Offers, and Testimonials. There will be videos for each of these sections.
Facebook Mock-Up
The Facebook page will have the company logo and tagline as the profile picture, while
the cover photo will feature the SPA setting showing its lighting and seating. There will be
several before and after photos for different clients in different art designs in the photo sections.
New customers to the page will also be able to review the past live sessions to learn more about
the SPA.
Earned Media Effort
The earned media effort purposely promotes the brand by distributing content about the
SPA. Delight will be through User Generated Content. This is where customers share their
experience at Delight Nail SPA on their social media platforms at their own will without being
paid (Ho et al., 2020). For example, when sharing on Instagram or Facebook, they share using a
hashtag or use the word “courtesy “of Delight Nail SPA.
Since not all customers will be willing to share their experiences, Delight Nail SPA will
collaborate with local bloggers and influencers to assist in sharing content and positive reviews.
The SPA will invite them to experience the nail services at the SPA and then share their
experiences (Ho et al., 2020). Since they have many followers, it will assist in increasing the
brand visibility and attracting new customers.
3
Chosen Marketing Effort
Email marketing is the chosen marketing tactic for Delight Nail SPA. The SPA will get
customer emails by asking them to fill out an email subscription form on the website, and those
who physically visit the SA will fill in a form at the reception desk. Customers will receive
emails to update on newly available services and personalized offers, for example when one has
a birthday, exclusive discounts, and seasonal promotions and offers. For example, figure 1 shows
an announcement about a Nail coloring special offer to be sent to customers via email. The SPA
will send regular emails to enhance interactions with the customers. The email will also inform
customers of any changes in the SPA, such as price changes. Figure 2 shows an email sample to
customers to alert them about price changes.
Figure 1: Special Offer
4
Figure 2: An email about Price Changes
Optional Tactical Element
The tactical element, in this case, is a loyalty program. The main aim of this program is to
reward and retain customers and enhance repeat business (Scott, 2015). The program will allow
customers to earn points for every service visit at the SPA. It may also be in a way that
customers earn one loyalty point for every dollar they spend at the SPA. They may also earn
points for referring new customers. Using these points, the customers may get small discounts or
free add-on services based on the number of points each has. For example, figure 3 shows an
example of a loyalty card where customers will receive 50% off on their sixth visit. It will assist
in brand advocacy and more mouth marketing to make customers referrals to earn points.
5
Figure 3: Loyalty Card
Justification
The recommendation to use YouTube and Facebook as the main social media
communication channels for the SPA is based on the best practices for industry and market
research. These platforms have a larger user base, especially by the target audience of the SPA.
They are thus ideal for reaching and engaging the target audience. Email marketing is ideal for
the timely sharing of information about the SPA’s services and offers.
6
References
Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media
influencers. Social Media+ Society, 5(3). 2056305119865475.
https://doi.org/10.1177/2056305119865475
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual
framework. Journal of Research in Interactive Marketing, 14(1), 133-151.
https://doi.org/10.1108/JRIM-06-2018-0082
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
(5th ed.). United Kingdom: Wiley
1
Delight Nail SPA
Website Design Plan
Homepage
The website is the official platform for Delight Nail SPA. On the Home Page, there will
be a visually attractive design to reflect the luxurious atmosphere of the nail SPA. There will be
high-quality images to portray the relaxing ambiance of the SPA. These images will help the
slideshow of happy and satisfied customers and the SPA’s interior with different nail art designs
on the SPA’s wall. A navigation menu will be at the top of the page to guide anyone visiting the
site to the different sections (Boardman & Chrimes, 2023). A company logo and tagline will
emphasize the SPA’s commitment to customer satisfaction. An example of such a tagline is:”
Pamper in an ultimate nail care experience at Delight Nail SPA, where relaxation and luxury
meet. Allow our experienced professionals to make you enjoy exquisite nail treatments”. Once in
a while, the company will display on the Home page whether there are special offers and
discounts to attract and retain customers. This information will reflect the brand image and grasp
the target audience’s attention.
Our Services
This page will contain more information about the nail services provided at Delight Nail
SPA. It will highlight the SPA’s commitment to ensuring their customers’ nails look beautiful and
healthy. Some of the services to display will include manicures of different types, such as luxury,
gel, and classic manicures. Pedicure services will also include classic, gel, and SPA pedicures to
give feet a rejuvenating experience. In addition, there will be nail care treatment services,
including nail repair refill and paraffin treatment, to ensure a customer has healthy and beautiful
2
nails. Pricing of all these services will be displayed with images of nail designs (Boardman &
Chrimes, 2023). There will also be a booking form on this page to allow customers to make
appointments on the service they require and at their convenience.
Primary and Secondary Audience
In this case, the primary audience is housewives from as young as twenty to even sixty
years or more who have exceptional attention to their nail beauty. The website design and the
messaging choice resonate with their needs and preferences. The appealing and attractive design
is to grab their attention with the luxurious services offered at Delight Nail SPA. Showing
images of happy customers will prove the commitment to customer satisfaction, making the
audience desire such services and always remain updated about the current trends.
The secondary audience is all potential customers with enthusiasm for nail beauty, such
as celebrities. The appealing image of the website is to make new visitors interested in knowing
what services are rendered at Delight Nail SPA. The message choice and showcasing of the
services are to attract these potential customers and make them want to try the portrayed nail
designs and treatments. The pricing information and ease of making bookings are to make them
take a step toward enhancing their nail beauty. In the long run, the SPA will have achieved its
objective of increasing sales by 20 percent.
Additional Communication Channels
Besides the website, these key messages and appealing images will be delivered to the
target and potential audience via social media, email marketing, and earned media. The major
social media channels are YouTube and Facebook. YouTube channels will be ideal for sharing
videos on how the trained staff do the nail arts and treatment of the images shown on the website
3
(Scott, 2015). It will show transformation videos before and after, giving a clear picture of what
a customer expects upon visiting Delight Nail SPA for nail care services. Facebook is a
convenient channel to enhance customer engagement by allowing live sessions, providing a Q
and A session, and giving satisfied customers a chance to share their experiences and reviews
about the SPA.
Email marketing is another communication channel to deliver key messages on behalf of
the company to the identified audience and assist in increasing sales. Email marketing will
inform customers about the new services at the SPA and inform them when there are exclusive
offers and discounts. As such, there will be direct and regular communication with customers
who visit the SPA, encouraging repeats and referrals hence increasing sales (Scott, 2015). There
will be a subscription form on the website where interested customers will leave their email. For
those physically the SPA, there will be a form to fill out the email at the reception. New
subscribers will always receive a welcome email and then an email highlighting the major
services and giving them a special offer for being new members. It is ideal for providing
personalized support to customers, especially for customers who cannot ask questions on social
media channels or the website. If well managed, there will be increased sales and conversions.
A third communication channel is earned media. It is the organic promotion of the brand
(Ho et al., 2020). Delight Nail SPA will create and distribute content but will have no control.
The SPA will use User Generated Content where customers share their art creations from the
SPA and tag the Nail SPA on their social media accounts using a hashtag. It will enhance the
brand visibility and coverage among the target audience, which will help in increasing sales.
4
References
Boardman, R., & Chrimes, C. (2023). E-commerce is King: Creating Effective Fashion Retail
Website Designs in Pioneering New Perspectives in the Fashion Industry: Disruption,
Diversity and Sustainable Innovation (pp. 245–254). Emerald Publishing Limited.
https://doi.org/10.1108/978-1-80382-345-420231020
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual
framework. Journal of Research in Interactive Marketing, 14(1), 133-151.
https://doi.org/10.1108/JRIM-06-2018-0082
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
(5th ed.). United Kingdom: Wiley