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Independent Salons Marketing Plan


A marketing strategy encompasses a wide range of skills and tasks, and a free marketing plan is just the starting point for a conversation about how a professional team can help you tackle

them all or piece by piece.



  • Digital Marketing

    • Email Marketing

      • Newsletter Campaign

      • Drip Campaign

    • Content Marketing

      • Blogs

      • Video Podcasts

    • Social Media Promotion

    • Website Management

      • Website Redesign

      • SEO

    • Paid Media Campaign

    • Geo-fencing Campaign

  • Community Engagement

    • Referral Program Campaign

    • Community Building Campaign

      • Hosting Events

    • Partnership and Collaboration Campaign

  • Reputation Management

    • Review Management Campaign

    • PR Campaigns

  • Branding

    • Logo

    • Color Scheme

    • Tone

    • Tagline

    • Story

  • Tools and Analytics

    • Marketing Tools

    • Marketing Calendar

    • Analytics

  • 12-month Marketing Calendar



Welcome to the hypothetical world of "Shear Brilliance", a name we've created to make this plan more relatable - just imagine your salon - a place where style meets substance, and haircuts are elevated to the level of art. This marketing plan is designed to help an independent hair salon, like our "Shear Brilliance," carve out its unique space in the industry, attract new clients, and build a loyal community. From digital marketing to community engagement, this plan is brimming with practical and targeted strategies. So, let's dive in and explore the potential of a salon like "Shear Brilliance!"


Digital Marketing

Digital marketing is your online platform to showcase your salon's unique style and services. It's how you reach out to the world and say, "Hey, we're Shear Brilliance, and we're here to make you look fabulous!"

Email Marketing

Introduction: Email marketing is your digital messenger, delivering personalized messages straight to your clients' inboxes. It's a great way to keep them updated about new hairstyles, special promotions, and upcoming events at Shear Brilliance.

Example: For instance, you could send a monthly newsletter to your clients featuring a "Hairstyle of the Month," upcoming events, and a stylist's tip for maintaining healthy hair at home.


  • "Meet our Hairstyle of the Month: The Chic Bob!"

  • "Shear Brilliance invites you to our Hair Care Workshop!"

  • "Stylist's tip: How to protect your hair from heat damage"

  • "Celebrate International Women's Day with us!"

  • "Exclusive: Early access to our new hair care products!"

Future Trends: In the future, we might see more automation in email marketing, with AI helping to personalize emails based on individual client preferences. Imagine sending a personalized email to a client recommending a new hairstyle based on their past styles.

Content Marketing

Introduction: Content marketing is all about storytelling. It's how you share the story of Shear Brilliance, our stylists, and our community. This can be done through engaging blogs, informative videos, and captivating social media posts.

Example: You could write a blog post about the journey of a stylist, from their training to their work at Shear Brilliance. This not only informs clients about the expertise of our stylists, but also helps them feel more connected to our salon.


  • "From Student to Stylist: The Journey of Our Stylists"

  • "The Art of Hair Coloring: A Step-by-Step Guide"

  • "Behind the Scenes: A Day in the Life of a Shear Brilliance Stylist"

  • "Exploring the World of Hair: Understanding Different Hair Types"

  • "Hair and Community: How Shear Brilliance Gives Back"

Future Trends: Looking ahead, we might see more interactive content, such as virtual reality experiences that allow clients to virtually try on different hairstyles.

Social Media Promotion

Introduction: Social media is the digital equivalent of word-of-mouth. It's where we engage with our clients, share updates, and showcase the vibrant atmosphere of Shear Brilliance.

Example: You could post a photo on Instagram of a stylist crafting a beautiful hairstyle, with a caption that invites clients to come and enjoy our cozy atmosphere and expert services.


  • "Our stylist, Emily, crafting the perfect bob. Come and get yours! #ShearBrilliance"

  • "It's a beautiful day at Shear Brilliance. Join us for your hair care needs! #HairTime"

  • "Sneak peek of our new hair care products. Can you guess the ingredients? #HairLovers"

  • "Meet Jane, one of our regulars. Her favorite style? The Chic Bob with a dash of color. #ClientSpotlight"

  • "Throwback to our Hair Care Workshop. Missed it? Don’t worry, we have another one coming up! #ShearBrillianceEvents"

Future Trends: In the future, we might see more use of augmented reality (AR) in social media, allowing clients to virtually try on different hairstyles or hair colors using filters.


Community Engagement

Community engagement is about building relationships with your clients and the local community. It's about making Shear Brilliance more than just a salon, but a part of the community's lifestyle.

Referral Program Campaign

Introduction: A referral program is a fantastic way to turn your clients into your ambassadors. It's a win-win situation where they get rewards, and you get new clients.

Example: You could offer a discount or a free hair care product for every new client referred.


  • "Refer a friend and get 20% off your next haircut!"

  • "Love our services? Share the love with your friends and earn rewards!"

  • "Your friend's first haircut is on us when you refer them to Shear Brilliance!"

  • "Get a free hair care product for every new client you refer!"

  • "Join our Shear Brilliance Ambassador Program and enjoy exclusive benefits!"

Future Trends: In the future, we might see more gamification in referral programs, making them more engaging and fun for clients.

Hosting Events

Introduction: Community building campaigns are how Brewed Awakenings becomes a hub of the community. It's about hosting events and activities that bring people together.

  1. Example: You could host a coffee tasting event at Brewed Awakenings, inviting customers to sample different coffee blends and learn about their unique flavors.

  2. Ideas:

    1. "Join us for a coffee tasting event at Brewed Awakenings this Saturday!"

    2. "Celebrate International Coffee Day with us at Brewed Awakenings - free coffee for all customers!"

    3. "Join our latte art workshop at Brewed Awakenings and learn from our expert baristas!"

    4. "Meet the team behind your favorite coffee at our 'Meet the Baristas' event at Brewed Awakenings!"

    5. "Join us for 'Coffee and Conversations' - a community meetup at Brewed Awakenings!"

Future Trends: In the future, we might see more virtual events, allowing customers to join in from the comfort of their homes.


Reputation Management & Awareness

Reputation management is about maintaining a positive image of Shear Brilliance. It's about addressing client feedback, managing online reviews, and ensuring that our salon is seen as a trusted and respected part of the community.

Review Management Campaign

Introduction: Reviews are the digital word-of-mouth. They're how potential clients decide whether to trust us with their hair. Managing these reviews is crucial in maintaining our reputation.

Example: You could respond to a positive review with a thank you message and to a negative review with a sincere apology and a promise to improve.


  • "Thank you for your kind words! We're thrilled you loved your hairstyle!"

  • "We're sorry to hear about your experience. We're committed to improving and hope to serve you better next time."

  • "Thank you for your feedback! We're always looking to improve."

  • "We're glad you enjoyed your visit to Shear Brilliance! We look forward to seeing you again."

  • "Your satisfaction is our priority. We're sorry if we fell short this time and will do better."

Future Trends: In the future, we might see more use of AI in managing reviews, helping to analyze feedback and respond more efficiently.



Branding is about creating a unique identity for Shear Brilliance. It's about defining who we are, what we stand for, and how we want to be perceived by our clients and the community.

Logo, Color Scheme, Tone, Tagline

Introduction: Your brand is your salon's personality. It's what sets Shear Brilliance apart from other salons. Your logo, color scheme, tone, and tagline are the elements that make up this personality.

Example: Shear Brilliance's logo could be a pair of stylish scissors, symbolizing our expertise in hair styling. Our color scheme could be a mix of vibrant and soothing colors, reflecting our lively yet relaxing atmosphere. Our tone could be friendly and professional, and our tagline could be "Shear Brilliance - Where Style Meets Substance."


  • Logo: A pair of stylish scissors with a sparkling diamond

  • Color Scheme: A mix of vibrant purple and soothing teal

  • Tone: Friendly, professional, and passionate about hair care

  • Tagline: "Shear Brilliance - Where Style Meets Substance"

  • Story: "From a small local salon to a community favorite, Shear Brilliance is all about bringing out your inner shine."

Future Trends: In the future, we might see more interactive branding elements, such as AR filters featuring the brand's logo or colors.


Tools and Analytics

Tools and analytics are your compass in the world of marketing. They help you understand where your efforts are paying off and where you need to improve.

Marketing Tools

Introduction: Marketing tools are your allies in implementing your marketing plan. They help you manage your social media, send out your emails, and analyze your performance.

Example: You could use a tool like Hootsuite to schedule your social media posts, Mailchimp to send out your newsletters, and Google Analytics to understand your website traffic.


  • Use Hootsuite to schedule and manage your social media posts

  • Use Mailchimp to design and send out your newsletters

  • Use Google Analytics to understand your website traffic and user behavior

  • Use Canva to design your social media graphics

  • Use Moz for SEO and online reputation management

Future Trends: In the future, we might see more AI-powered marketing tools, providing more insights and automation.


Introduction: Analytics is your feedback system. It tells you how well your marketing efforts are working and provides insights into your clients' behavior.

Example: You could use Google Analytics to understand which of your blog posts are most popular, giving you insights into what kind of content your clients enjoy.


  • Use Google Analytics to understand which blog posts are most popular

  • Use social media analytics to understand which posts get the most engagement

  • Use email analytics to understand which newsletters have the highest open rates

  • Use SEO analytics to understand which keywords are driving traffic to your website

  • Use review analytics to understand common themes in client feedback

Future Trends: In the future, we might see more predictive analytics, helping you anticipate client behavior and trends.

Marketing Calendar (full calendar below!)

Introduction: A marketing calendar is a schedule of your marketing activities, helping you plan ahead and ensure that all your campaigns are coordinated.

Example: Planning out a month's worth of social media posts in advance.


  • "Plan social media posts for the next month2. "Schedule email marketing campaigns around key dates and events"

  • "Coordinate PR campaigns with community events and initiatives"

  • "Schedule updates and new content for the website"

  • "Plan out any seasonal or promotional campaigns in advance"

Future Trends: In the future, we might see more use of AI in marketing calendars, with algorithms suggesting optimal times for campaigns based on past performance and industry trends.


12-Month Marketing Calendar


  • Week 1: New Year, New You Campaign (Social Media)

  • Week 2: Winter Hair Care Tips (Blog)

  • Week 3: New Year's Special (Email)


  • Week 1: Valentine's Day Special (Social Media)

  • Week 2: Love Your Hair (Blog)

  • Week 3: Valentine's Day Promotion (Email)


  • Week 1: International Women's Day Event (Community)

  • Week 2: Women and Hair Care (Blog)

  • Week 3: Women's Day Special (Email)


  • Week 1: Spring Hair Care Tips (Social Media)

  • Week 2: The Science of Hair Growth (Blog)

  • Week 3: Spring Special (Email)


  • Week 1: Mother's Day Special (Social Media)

  • Week 2: The Art of Hair Coloring (Blog)

  • Week 3: Mother's Day Promotion (Email)


  • Week 1: Summer Hair Care Tips (Social Media)

  • Week 2: How to Protect Your Hair from Sun Damage (Blog)

  • Week 3: Summer Special (Email)


  • Week 1: Independence Day Special (Social Media)

  • Week 2: The History of Hairstyles (Blog)

  • Week 3: Independence Day Promotion (Email)


  • Week 1: Back to School Hair Styles (Social Media)

  • Week 2: How to Manage Frizzy Hair (Blog)

  • Week 3: Back to School Special (Email)


  • Week 1: Fall Hair Care Tips (Social Media)

  • Week 2: The Science of Hair Loss (Blog)

  • Week 3: Fall Special (Email)


  • Week 1: Halloween Hair Styles (Social Media)

  • Week 2: The Effects of Stress on Hair (Blog)

  • Week 3: Halloween Special (Email)


  • Week 1: Thanksgiving Special (Social Media)

  • Week 2: How to Keep Your Hair Healthy in Winter (Blog)

  • Week 3: Thanksgiving Promotion (Email)


  • Week 1: Holiday Hair Styles (Social Media)

  • Week 2: The Benefits of Hair Masks (Blog)

  • Week 3: Holiday Special (Email)

This calendar ensures a consistent flow of marketing activities throughout the year, keeping Shear Brilliance engaged with its clients and the community.


And there you have it - a comprehensive marketing plan for Shear Brilliance! This plan is designed to help our salon shine in the digital world, engage with our community, maintain a positive reputation, and create a unique brand identity. It's about more than just marketing; it's about creating an experience that our clients will love and remember. So, let's get started and make your Shear Brilliance the talk of the town!

Josh & Dean are just a call, email, or text away! (610-739-9991) (602-633-4321)

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