Pivoting a luxury salon's business model in response to COVID19 operating restrictions
A Story of
Perseverance
Pivoting a luxury salon's business model in response to COVID19 operating restrictions
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CHALLENGE
At the instigation of COVID19 mandates for rolling cease operating restrictions, Carmen Gonzales of Stīl at the Meridian was determined to persevere despite the constraints of demanding recurring financial obligations with a halt to income. She reached out to Theory-B to brainstorm strategy, operations, business services, collateral development, and campaign deployment.
SOLUTION
In refocusing not on what couldn't be controlled, but evaluating what resources were actively available to sustain business and leverage long-standing relationships, Carmen was able to launch her own online store and market custom gift cards for future services to achieve a dream she had entertained for years in launching an online product line. Carmen continues to sustain her lifelong business and has emerged more tech-savvy, stronger, and with a renewed and deeper connection to her client base. New and rekindled business relationships were formed and, in light of Theory-B's partnership, Carmen was able to keep her client community updated and promote digital sales throughout this challenging time.
RELATED WORK PERFORMED
Branding & print collateral
Menus
Business cards
Brand concepting
Brand textures and finishes
Flyers
Window displays/banners
Packaging design
Product subscription development
Loyalty card design
Digital gift card platform implementation
Photographer sourcing
MUA sourcing
Wardrobe styling
Set design/coordination
Digital website design
E-mail campaign design and execution
Digital brand update
Events promotion
Soft launch remodel promotion
Business consulting
Strategy development/execution
Industry-specific CRM onboarding and management
and much more
A Story of
PARTNERSHIP
Leveraging affiliate resources to sustain operating cash flow
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CHALLENGE
Darin had recently achieved several years of success and was ready to scale the operation. He quickly assembled an in-house team of supportive roles to achieve success. While the operations team was sound, it demanded consistent overhead along with the overall costs of expansion and rebranding. His sales team was not scaling at the same rate, and he cycled quickly through agent after agent despite large initial investments in training and personalized coaching. He was spending too much time managing the new operation and not enough time on sales calls, resulting in growing pains from scaling too quickly.
SOLUTION
By leveraging affiliate websites and referral programs, which took a percentage of the sale only once the lead transaction had been completed with no up-front investment, Darin was able to sustain business operations until additional transactions could be closed. The burden of the lead in demand generation and SEO, etc. was outsourced and the internal management of sales agents was relieved to better allow him, the principal sales lead, to focus on his own goal of building for his business and family to be in a position to give back. With Theory-B's insight, Darin was able to enlist the partner services of his primary lender to sponsor events and drives for the local San Diego Food Bank and host a private charitable event benefitting the San Diego elderly community.
RELATED WORK PERFORMED
Business consulting
Affiliate referral service development
Customer journey / UX mapping
Event management
Branding & print collateral
Industry reporting
Presentation design & development
Copywriting for television and film segments
Marketing funnel development
E-mail design, deployment, and tracking
Digital ad design, deployment & demographic analysis
Google Analytics and Google business set up/evaluation/analysis
and much more
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CHALLENGE
Trudy Stambook is a household name in the arena of real estate in downtown, San Diego, California. From a role as initial VP of Marketing and Sales for MERIDIAN Condominiums, the first high-rise development in downtown in 1985, Trudy has a track record for being one of the most successful and well-connected real estate agents of her time. Being the single agent of her success, Trudy desired to detach from her outdated brokerage to build a brand presence that resonated with her clientele and their bespoke masterpieces of design. However, the operational demands of sales work left her feeling overwhelmed. She wanted independence, but didn't feel she could take on the vision alone. While in process, the pandemic placed even more pressure on the project and forced her to rely on remote, outside support for guidance and execution.
SOLUTION
By assessing the necessary process to open and develop a new business within the industry as well as the necessary brand development, Theory-B guided Trudy through the experience to accomplish her long awaited vision to better represent her clients and remain top of mind to her community and clientele in real estate matters. By invoking the essence of her portfolio of past listings and the golden age of 1920's art deco MERIDIAN Condominiums was originally inspired by, Theory-B developed fresh design collateral and updated her existing communications into a digital world. While still in process currently, the vision comes together every day with patience and determination in a constant pursuit of perfection despite the setbacks that come with the human experience.
RELATED WORK PERFORMED
Strategy development/execution
Business development
Digital branding & print collateral
Brand concepting
Web design
E-mail campaign list sourcing and design
Digital and print events promotion
CRM offering
and much more
