Bluewater’s Integrated Grand Opening Campaign Delivers Strong Results for Salons by JC

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Bluewater's Salons by JC Integrated Grand Opening campaign outperforms digital marketing industry standards.

Bluewater, a one to one marketing agency for franchises, reported outstanding results from its Integrated Grand Opening campaign for a new Salons by JC franchise in Coon Rapids. The integrated campaign delivered conversion rates that were 50 times higher than industry averages. In addition, franchise owner Brent Koughan reported receiving more than 80 calls from interested potential stylists within the first 90 days. The Riverdale Village franchise is one of the first Salons by JC salon and spa concept stores to open in Minnesota. Each location leases luxurious and fully customizable salon suites to independent hair and beauty professionals.

Bluewater worked closely with owner Koughan to create a 90-day integrated marketing plan based on a hyper-targeted multichannel strategy including direct mail, Facebook ads and a local microsite. The goal of the campaign was to drive enough interest within the target audience to fill the suites available at the Riverdale Village franchise. The approach focused on delivering qualified leads that would result in a higher than average close ratio. In addition, Bluewater used unique call tracking numbers to measure the overall response.

“We knew we needed a hyper-local marketing campaign that was tightly focused on our target audience of independent hair and beauty professionals,” said Christine Kropp, CEO of Bluewater. “Grand Opening campaigns need to be carefully planned in terms of timing, choosing the best channels, and measuring against goals. We’re pleased that we were able to deliver such strong results for Brent at his new location.”

The Salons by JC Integrated Grand Opening campaign outperformed most digital marketing averages by generating a Facebook Ad click-through rate of 1.037, 50 times higher than the average rate. Ads were targeted by zip code and demographics combined with customized collateral including postcards and store signage. More than half of the leads generated by the campaign resulted in visits to the Salons by JC franchise by potential tenants.

“I sat down with Bluewater, and we came up with a customized plan based on my needs,” said Brent Koughan, Salons by JC Franchisee. “I generated a significant amount of leads within the first day, and it’s gone well since then. I partnered with Bluewater because, like I help my tenants with their business, Bluewater helps me grow mine.”

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About Bluewater – We grow brands. We’re the go-to partner for getting the right message to the right person at the right time. So whether you are at the corporate office or the local store, we’re the one to one marketing services firm that empowers your brand to grow. Fusion is Bluewater’s powerful multi-channel marketing platform that integrates mobile, web, email and smart mail for a far reaching, more effective marketing program that helps leading brands better connect with their consumers. For more information, please visit

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Kristy Krueger
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