Direct Marketing Class - Lending Proposal

Private Lending Request

For Funding

Loan Amount: $75,000

Interest Rate: %15

Term: 12 months

Prepared By:

Stephanie Klein

Managing Member

Rendezvous Engagement Salon

Indian Hill, Ohio

Rendezvous Engagement Page 1

July 18, 2011

1234 Avenue Rd #36Cincinnati, Ohio 45202

James Wood3520 Central Parkway Cincinnati, Ohio 45223

Mr. Wood,

I thank you for investing the time to learn more about Rendezvous Engagement Salon. We are a

full service salon with much to offer, yet we are looking for those to offer our services too.

At Rendezvous Engagement Salon we plan to use the investment money on direct marketing to

increase our overall revenue by 10-15% in the next year.

We have been advertising through our loyal customers, and website, but we are at a point

where this just seems to not be enough. We as a business would like to make more of a beneficial profit

than just ROI since our opening two years ago.

In this funding proposal you will see why it is worth your time and money to invest in us.

Sincerely,

Stephanie L. Klein

Managing Member/Owner


Services

Front End Back End Sampling Strategy

Cut and Color Shampoo and

Conditioner

30% off a Mani-

Pedi

Facial Skin Care Products 40% Hot Stone

Massage

Make Up Make Up

Products/Removal

25% Facial


Marketing Objectives

1.) To increase profits by 15% through direct marketing campaigns

2.) Offer front and back end services with sale discounts for returning customers at time of purchase

3.) Maintain positive, steady growth each month


Target Audience

The target audience for Rendezvous Engagement is women between the ages of 22 -60 in the

middle to upper class of the East Side of Cincinnati.

Our goal with these women is to provide a warm and welcome environment that will cater to

their needs, wants and desires. Our salon and day spa should be able to suite and fit their emotional

needs to better their confidence and self image.

When we call our prospective clients via a cold calling list (as well as our current client list) we

will have a script from which to follow, and front end discounts to offer upon booking an appointment if

it is there first time with us, or as an incentive for them to see us again.

Calling Script - “Hello (first name) this is Stephanie with Rendezvous Engagement calling. How

are you? (Respond accordingly with a smile) I am calling you today to book your 6 week appointment, it

looks like that has yet to be booked, may I schedule that for you? What day and time works best?

If they protest – “I can offer you 25% off the visit if you book with me today!)

Cold Calling Script - “Hello (first name) this is Stephanie with Rendezvous Engagement Salon and

Day Spa, I am calling to offer you an appointment with us for a time and day that works best for you so

that you can feel the difference in


Direct Marketing Tools

Mailing

o Post Cards – Post cards are visually stimulating and are able to give a short and brief

description with a warm invitation, while being a different size from the rest of the mail.

o Letters – Choosing personal mailing in an “ugly” packaging will stimulate disturbance in

our potential customers and spike curiosity to open the letter and see what is inside.

o Coupons – Sending coupons and discounts with expiration dates gives the customer the

feeling of urgency.

o Packet – Mailing out a reader will give our customers more information on Rendezvous

Engagement Salon and Day Spa. While also offering a membership to the spa with

discounts every time they show their membership card at the front desk. Memberships

will be sold at a discounted price for a limited time only.

o Reminders – Reminder cards will be sent out to our previous clients in the shape of

cutting sheers and a comb, with our logo. This will be similar to the reminder cards one

receives from the dentist to make their appointment for their next checkup, ours will be

for their next hair, massage, facial, nails, etc appointment.


Key Benefits

“Members Only Card” - for $50.00 up front cost this is a card that can save our most frequent

and valued clients money on certain Salon and Spa treatments that will change frequently to

provide a variety of reasons for our clients to continue to return.

We are marketed as a high class salon that caters to our ladies’ every need. A “club” as well as a

Salon and Day Spa where women can feel like they are at their “home away from home”

Our prices are a little more than surrounding salons, but we offer more than the competition.

The atmosphere is a relaxing and welcoming environment for everyone who enters, and we

want to get to know our clients on a first name basis.


Psychological Triggers

Engaging stories

Testimonials

Coupons/Offers

Trigger Words

Boost Cure Energize Vibrant Bright Destiny Empower Overcome Undo Cruel Greed Hate Turn the tables Taboo Agony Helpless Surrender Blissful Delightful Thrilled Deadline Limited Seize


Our Offers

Two different offers are going to be sent out in our direct mailing, to begin. We will measure and

keep track of which of the two brings more traffic to our Salon via a CRM system. And using Google

Analytics and QR codes on our offers is another great way to see who is viewing our offers as well.


Offer One (Front/Back)


We welcome you to join us between September 1, 2011 and November 1, 2011 for 20% off any hair care treatment!

- Cut - Conditioning- Color - Up-do- Perm/Straighten

513-SPA-RESS

(513-772-7377)

http://www.rendezvousengagement.com

[email protected]

*This special offer expires November 1, 2011. Other offers may not be used in conjunction. Offer only valid via appointment.

mailto:[email protected]

http://www.rendezvousengagement.com/

Offer Two (Front)

Offer Two (Back)


Angela! We would like to invite you to a FREE Pedicure when you purchase your next Manicure with Tamara at RendezvousEngagement Salon.

Please call Tamara today and schedule your appointment forthis special offer to you expires on December 2, 2011.

We can’t wait to see you, Angela!

Rendezvous Engagement Salon and Day Spa

www.rendezvousengagementsalon.com

[email protected]

513-SPA-RESS (772-7377)

http://www.rendezvousengagementsalon.com/

Breakdown of Direct Marketing Pieces

Post Cards – 11,000 Post cards will be purchased and invested in. With these post cards (in

different shapes and colors) we will be able to keep our clients abreast of upcoming news,

events, and simple reminders of time to treat their hair.

Letters – Direct mailing letters will be sent out to those that we are trying to get into our salon

for the first time. We will send out 3,000 of these to surrounding potential clients with a special

offer inside (previous pages).

Coupons – This is not a word we would like to use in our salon, instead it will be replaced by

“Special Offers” As seen in the previous pages, and these will be used for our clients to try other

services they have not yet utilized.

Website – This is a cost we are more than willing to invest in, we want our potential clients to be

able to search for a relaxing Salon and Day Spa and find us. We will also invest in PPC ads on

Google and Facebook to bring in more traffic to the website which will in turn bring them to our

Salon.

Newsletters – To go with the website, our customers will be able to sign up for our monthly

newsletter and revive the latest news and updates. Here they can also choose to be solely on

our E-Mailing list, or both. (Email and Snail Mail.)

Cincinnati Magazine Ad – This is another featured advertising campaign we would like to use,

probably further down the line in our marketing to increase revenue.

Co-Market with a high end lingerie store near the area. (Trade website space, store advertising,

newsletter space, etc.)

CPM for the area to ensure potential customers is reached.

60 second radio spot


Timeline for the next 12 months

Month 1 –

Send out Letters to potential

clients in the area

Month 2 –

Develop Website

Month 3 –

Offer Members Only Card

Month 4 –

Send Special Offers to clients and

potential clients

Month 5 –

Install Newsletters (to go out

every month)

Month 6 –

Begin sending out Postcards

Month 7 –

Reminder Postcards Begin

Month 8 –

Send Special Offers for

“Members Only” Members

Month 9 –

Run contest in Spa (Details TBD)

Month 10 –

Place ad in Cincinnati Magazine

Month 11 –

Press Release

Month 12 –

Begin on Marketing Plan for next

12 months, Special Offers


Radio Spot

LADIES, ARE YOU READY FOR A NEW LOOK? ARE YOU IN NEED OF A RELAXAING GET AWAY?

LOOK NO FURTHER THAN RENDEZVOUD ENGAGEMENT LOCATED IN INDIAN HILL.

RENDEZVOUD ENGAGEMENT HAS ALL OF YOUR SALON AND DAY SPA NEEDS TO KEEP YOU RELAXED, REFRESHED AND MOST IMPORTANTLY RENEWED! CALL 513-SPA-RESS TODAY TO MAKE YOUR WELCOME APPOINMENT.

AGAIN THAT’S 513-SPA-RESS (772-7377) TODAY, FOR MORE INFORMATION.

BY CALLING TODAY YOU WILL GET OUR SPECIAL WELCOME OFFER TO LET YOU IN ON OUR SECRETS OF BEAUTY AND RELAXATION! DON’T MISS YOUR CHANCE TO GET AWAY WITH RENDEVOUS ENGAGMENT 513-SPA-RESS THAT’S 513-772-7377


Newsletter


Rendezvous Engagement Salon & Day Spa

Welcome to your paradise in the city!

Are you ready for complete relaxation and a fresh start!?

Find us on:

Follow, become a Fan or Check-In to see our Special Offers!

Click here to view our blog and see the newest and latest trends!

Contact

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It’s time…

Yes, it is time for you to cancel your plans, drop your hectic day and heavy planning book.

Call us today for an appointment for complete and utter relaxation.


[email protected]

513-SPA-RESS (772-7377)

Post Cards



REMINDER!

It’s time to freshen your look for the season!

Please call your stylist at 513-SPA-RESS (772-7377) to make your appointment today!

See you soon!


[email protected]

513-SPA-RESS (772-7377)





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Direct Marketing Class - Lending Proposal

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