An integrated marketing communications campaign for Toetally Nail It!

• Main Author: Kare, Charlotte Marie B.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4942
• Institution: De La Salle University

Toetally Nail It is a Parisian chic nail lounge that is located inside Bf Homes, Paranaque, and has been open since April 8, 2013. It caters to women, men, and children of all ages specifically women 26-35 years old, who are working executives or yuppies in the ABC social class. As nail care has shifted from vanity to necessity, more and more nail salons have been opening. Studies showed that majority of salons that opened for 2011-2012 are nails-only salons. Regular trips to these places are seen as a time to relax and be pampered. Since there has been a boom in nail salons, these salons have continued to compete in terms of price and service, resulting in price wars. Toetally Nail It provides value for money in terms of nail or foot spa services in an ambiance that is fun, chic, and relaxing. It offers clients a unique foot spa experience with a lot of nail polishes to choose from, in terms of brand, color, scent, texture, and design. The campaign aims to entice new clients into trying the services of Toetally Nail It, and also retaining the current clients that they have. It is to inform and inspire them to reward themselves of that pampering that they truly deserve. This Integrated Marketing Campaign will push the salon to stand out from the rest of its competitors by the quality of products of they use. With a better understanding of the nail spa industry, this study aims to focus on positioning Toetally Nail It, while focusing on the quality and service that it has to offer living up to its tagline: We can Toetally Nail It! The proposed budget of Php 460,000 will be utilized for 12 months to create brand awareness through the use of social media, events, out of home, in-store, and service promotions. The campaign will run for one year, from April 2013-March 2014. During the evaluation phase, several reports will be utilized to determine efficiency of the campaign. Moreover, the increase in number of clients will validate whether the campaign was a success. This will result to a 30% increase in customer traffic.