“I need to promote the relocation of my salon and build my Design Essentials product sales.” Between relocating to a new space and the declining economy causing clients to make fewer hair appointments and not properly maintain their hair between appointments, Carmen Slater was concerned about her business slowing.

A Creative Problem Solving session with the salon owner and Design Essentials representative served to flush out the biggest challenges and generate several ideas that would address the mutual core marketing goals: to get professional African American women to come to the new location and sample the Design Essentials product line.

Star 94.5 developed an on-air, online and on-site campaign centered around a “Girls Nite Out” theme. Studio 78 was able to introduce the new salon location to over 10,000 people via a Star 94.5 Newsletter sponsorship, while a banner and bridge page campaign emphasized the theme of Girls Nite Out and generated a database for future use. The on-air creative was exciting and intriguing, directing ladies to Girls Nite Out on star94fm.com.

Almost 100 women participated in the event, and Studio 78 scheduled over fifty hair appointments. During the 2 hour event, ladies received free hair consultations, complimentary makeovers, massages and Design Essentials hair care products. The owner booked a second Girls Nite Out event that same evening and took numerous pre-orders for Design Essentials products!