The Woodhouse 2.0 Relax America

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The Woodhouse 2.0 Relax America by Mind Map: The Woodhouse 2.0  Relax America

1. New Guest Profiles

1.1. Data exploratory

1.1.1. At same time we can gather quantitative feedback from the core guests selected

1.1.2. Quantitative

1.1.2.1. Our Data

1.1.2.1.1. Surveys

1.1.3. Qualitative

1.1.3.1. Focus Groups

1.1.3.2. Card Sorting

1.1.3.3. Interviews

1.1.3.4. Labeling

1.1.4. Update the Profile

1.1.4.1. Karen 1

1.1.4.2. Karen 2

1.1.4.3. Use historical data

1.1.4.4. Age, Income, Zip

1.1.4.5. 5 years

1.1.5. Creative

1.1.5.1. Latest Video

2. CORE INITIATIVES

2.1. NEW MENU OF SERVICES

2.1.1. refreshing the services that have become stagnant

2.1.2. keeping the core, ex. Minkyti

2.1.3. new design for the collateral, new images

2.1.3.1. Mar 1

2.1.3.2. menu engineering and pricing strategy will be needed

2.1.3.2.1. all spas launch with new menu on same day as the Meevo launch, post reunion

2.2. all spas will convert on same day post reunion

2.3. NEW WEBSITE & E-COMM

2.3.1. let's create America's most loved website

2.3.2. let's dream about what's possible, not thinking about our existing site and structure - nothing holding us back

2.3.3. SA Spas are available as a test site

2.3.4. Nelson

2.4. NEW POS MEEVO

2.4.1. upgrading to cloud version

2.4.2. all new services will be entered and all history

2.5. THE WOODHOUSE SIGNATURE LINE

2.5.1. bath and body, limited skincare

2.5.1.1. Voya

2.5.2. spa loungewear

2.5.3. candles and home essence

2.5.4. stationary, planners, organization

2.5.5. furniture & fixtures "leftovers" from spas

2.5.6. art

2.5.7. jewelry

2.5.8. leather bags, backpacks, aprons

2.5.9. recipe boxes

2.5.9.1. at home facials, massage, mani/pedi

2.5.9.2. at home masks

2.5.9.3. soap & soak making

2.5.9.4. spa parties

2.6. WELCOME HOME ROOM CONCEPT

3. PROJECTS

3.1. Reunion

3.1.1. Feb 23-26

3.1.2. 22-27

3.1.2.1. Home Team

3.1.3. March 17

3.1.3.1. St. Patrick's Day

3.1.3.2. Roll-out date

3.2. Woodhouse branding

3.2.1. logos

3.2.1.1. additional options

3.2.1.2. strategy for social

3.2.1.3. future of The Woodhouse

3.2.1.4. discuss phases

3.2.2. colors

3.2.2.1. Current color selection feedback

3.2.2.1.1. NEED SPEC BOOK

3.2.2.2. leaving as is

3.2.2.3. or adding grey/blue tones

3.2.3. fonts

3.2.3.1. refresh? custom?

3.2.3.2. web fonts?

3.2.4. Tone

3.2.4.1. Voice

3.2.4.1.1. fun?

3.2.4.1.2. classy

3.2.4.1.3. soft

3.2.4.1.4. wise

3.2.5. Content Strategy/Storytelling

3.2.5.1. home team

3.2.5.1.1. images

3.2.5.1.2. updated social profiles

3.2.5.1.3. ideas and guides for posting (ex. when the design team hits a milestone or passes a spa along to next part of journey - post)

3.2.5.1.4. Jeni blog?

3.2.5.2. franchise partners

3.2.5.2.1. images and updated social media

3.2.5.2.2. we have recent videos from reunion - developers talking about brand

3.2.5.2.3. listing favorite things

3.2.5.3. Emma Email

3.2.5.4. Let's go when ready

3.2.6. images

3.2.6.1. Karen

3.2.6.1.1. 1

3.2.6.1.2. 2

3.2.6.2. budget and timeframe

3.2.6.3. strategy

3.2.6.3.1. on-going

3.2.6.3.2. campaign specific

3.2.7. Gift Card

3.2.8. Bags

3.2.8.1. Tissue

3.3. New Spa Marketing Plan

3.3.1. 6 mos pre-opening

3.3.2. Press release

3.4. Corporate Brand Materials

3.4.1. Refresh internal branding

3.4.2. Refresh bulletins and all materials

3.5. Franchise Dev

4. ON-GOING DIGITAL ACTIVITY

4.1. guest reputation management

4.2. guest community

4.3. energetic local social media

4.4. social

4.4.1. Create Social Strategy

4.5. tons of imagery and Demo Videos

4.6. Eulerity

4.7. Email Newsletter that rocks

4.8. Vendor Sponsorings

4.9. regional live events promoted online

4.10. Spa Webinars

4.11. Fun recipes ebooks

4.12. Co-Marketing with other sites and bloggers

4.13. Franchise Partners videos, social, favorite spa experience

4.14. Spa team members videos, live - their favorite spa experience

4.15. Openings in the schedule are sent daily to the core guests via text, FB = 100% book rate

4.16. reservation system - whether its a landing page, app, other - that is ...

4.16.1. so simple, it's fun

4.16.2. it is nearly as enjoyable to reserve the services as it is to experience them

4.16.3. All services booked online are level 2 and 3

5. MARKETING CAMPAIGNS (SEASONS OF THE WOODHOUSE)

5.1. Mother's Day

5.2. Holiday

5.3. Discuss

6. ON-GOING PROGRAMS & EVENTS

6.1. See marketing guide

6.2. Plus VIP Program

6.2.1. Very successful program in our top spas

6.2.1.1. Need new name - Not VIP

6.2.1.1.1. too exclusive

6.2.2. guests get their own robe, own lockers, monogrammed or initiated.

6.2.3. Personal cell number direct to conceirge

6.3. Top 5 KPI's

6.3.1. Pre-booking

6.3.1.1. 18% now

6.3.1.1.1. goal 25%

6.3.2. retail sales:service sales

6.3.2.1. 15%

6.3.2.1.1. goal 25%

6.3.3. new guest retention

6.3.3.1. _____

6.3.3.1.1. _____

6.3.4. existing guest retention

6.3.4.1. _____

6.3.4.1.1. _____

6.3.5. Frequency of Visit: (yr) _____ . _____

6.4. Corporate rewards presentation

6.4.1. Prezi or other template for partners to present to businesses for gift card bulk b2b

6.4.2. Need a logo for this

6.4.3. we can personalize the gift cards

7. ANNUAL PLAN

7.1. 1ST time strategic plan

7.2. 2020 annual plan brand

7.3. 2020 annual plan for each spa

7.3.1. Our plan plus the partners local plan

7.3.2. Partners will need to fully understand the new direction