As the first U.S.-based franchisor of salons specializing
in affordable hair color services, HCX did not have
the marketing leadership in place to
reposition the concept, develop franchise relations, recruit
industry-specific hires and evolve the brand positioning
for 2005 and beyond.
The Inspiration:
HCX
hired the Lighthouse Marketing team to assist senior management
in the role of “Vice President of Marketing”,
to help develop a brand, create a national and local marketing
plan and assist in the plan execution.
The Results:
Through strategic planning and execution of first-time disciplines,
the process has led to top line sales increases and major
improvements
in profitability.
At the conclusion of the latest program, HCX was realizing
+10% in Comp Clients, +20% in Comp Revenues and Retail Sales
hitting over 12% of the sales mix.
