There Are No Ugly Feet

Background.

Clinical pedicure and manicure facility, HealthyNalis, takes a different approach to the traditional nail and spa service. Instead of focusing only on the visual aspects of the job, the Austin-based company was designed to restore the health of their patient’s hands and feet.

While the business model was already successful in other countries, they were now ready to set their sights on Austinites and expand their market. We worked with HealthyNails to create a campaign that would raise awareness and work to bring in more customers.

Challenge.

While clinical pedicures and manicures are popular in places like Mexico, South America, and Europe, the same couldn’t be said for the US, which doesn’t commonly know about the service.

Additionally, Austin, Texas, is home to a diverse population with different languages spoken daily. This creates a problem of certain people not being able to access information about HealthyNails. With that in mind, our challenge involved us asking the question, “how can we get the public excited about a service they aren’t aware of?”

Campaign.

Our campaign started with revamping the HealthyNails website. We took their old design and created a new one with updated icons that better reflected HealthyNails’ brand identity.

We also created marketing collateral to help drive more engagement. For example, our team developed branded apparel, brochures, and business cards in both English and Spanish. We also made contact lists and vertical signage for physical booths at events and conventions. The campaign also included updating HealthyNails’ product branding in expectation of their new product line.

Results.

The campaign increased HealthyNails’ recurring customer base by 9%. It also helped give a 15% rise in online base sales and appointments over 6 quarters. We were also able to help them accommodate requests with the month of November and December completely booked for one month in advance.

FIVE

To push more customers to HealthyNails, we broke down what it would take to get people past the awareness and consideration portion of the sales funnel.

We researched the demographics of the Austin area and determined that a specific percentage of the population lacked awareness about the business concept of a clinical spa and treatment facility. On top of that, a portion of the foreign population spoke primarily Spanish, leading to challenges in discovering a new, local service provider.

That data told us all we needed to know in order to create the right strategy for HealthyNails.

ONE

Our team developed a campaign to introduce the concept of a clinical spa. We came up with a strategy that focused on creating collateral that resonated with customers in the beginning stages of the sales funnel.

We developed a website for google’s search engine. It aimed to educate visitors and push them through the awareness stage. We also updated branding, including new, modern business cards and branded apparel for employees.

We also created additional internal collateral, such as trifold brochures and vertical signage. All were available in English and Spanish to increase accessibility. This approach brought customers past the consideration stage of the funnel.

TWO

The success of the campaign was thanks to our approach to marketing the right collateral for specific stages of the sales funnel. Our content focused on updating the branding and educating prospective customers, ensuring that they kept coming back and pushing through the sales funnel.