Beauty Link - Volume 4, Issue 2 - (Page 23)
COMMUNITY INVOLVEMENT’S SUCCESSFUL FORMULA
BY MICHELE HOCKWALT
rganizations nationwide, have realized community relations is back in style. The economic downturn has prompted them to evaluate the return on their marketing dollars and has shone the spotlight on how community involvement pays off. Call it return on involvement—the rewards your school reaps from its community relations activities. A survey by AACS found that members (schools and associate members) contributed more than $2 million and 40,000 service hours in 2011! People see business names on the back of a little league shirt, or on marathon banners or benefit program agendas. What is this exposure worth? A survey by IPG Lab found that 92 percent of consumers have a more positive image of a company when it supports a cause. Research has found that when price and quality are equal between brands, 87 percent of people will choose the brand associated with a cause. Corporate citizenship is good for staff retention, recruitment and overall reputation. Just as beauty is “part art, part science” it takes time, patience and creativity to find the right formula for community involvement. Lyla Graddy, owner of Lookworthy Face and Body Retreat in Anderson, Indiana, has been growing her business for eight years. Lookworthy, which often hires recent beauty school graduates, participates in Chamber of Commerce events, makeover donations and women’s health initiatives. The community has taken notice. Lyla was recently named a finalist for a Chamber of Commerce award recognizing the achievements of women in business. Beauty Changes Lives events provide opportunities for students to learn about community involvement. By exposing students to community partnerships before they earn their license, schools can help students develop skills such as networking, establishing goodwill, and fostering relationships in the business community. Schools can learn more about tapping into the benefits of Beauty Changes Lives by visiting www.beautychangeslives.org. AACS Past President John Halal says community involvement is “the best way to market and promote” schools locally. For years, Halal’s school, Honors Beauty College, participated in the CUT IT OUT! program to promote domestic violence awareness
A survey by IPG Lab found that 92 percent of consumers have a more positive image of a company when it supports a cause.
and education. Honors also donates personal care items to women’s shelters and provides free beauty services at women’s health fairs. Are you convinced that community relations makes sense for your school but uncertain where to begin? An easy step for improving your school’s community involvement is joining a service club such as the National Exchange Club or Rotary International. These clubs offer an opportunity to network and participate in community causes. They also take care of planning the events, allowing your school to contribute to a good cause without having to manage the entire event. Stephanie Hamilton, stylist at Clip Zone Salon and Remedy Spa, represents her company at the local Exchange Club and says that service projects help the school’s internal culture. “The things we do in the community bring us closer together as a team. The community has supported us and allowed us to have great careers. We want to give back. We are in the business of taking care of people, so it comes natural to us to help out in the community,” she said. Clip Zone has raised thousands of dollars for the Bids for Kids Foundation by hosting events ranging from block parties to poker runs. Whether it’s time, talent, treasure or a mixture of all three, community involvement can be an integral part of your school’s success formula. Michele Hockwalt is Brand Strategist at Element212, a branding and design fir m located in central Indiana. Her mission is to make companies attractive, successful and relevant to their customers. Visit her online at element212.com.
The online course ML140 – Marketing Essentials is now available on the AACS Online Training Center. Visit http://bit.ly/BeautyLinkML140 for more info on this course. Members call AACS at 800-831-1086 for your VIP Discount Code to save on Training Center keys.
BE AUT YLIN K | EF F I CI E N C Y | 20 1 2 |
Table of Contents for the Digital Edition of Beauty Link - Volume 4, Issue 2
Message from the AACS President and CEA Chair
Workings of Washington
CEA 2012 Convention Preview
A Student’s Perspective NEW!
A Beautiful Return
AACS Listserve Q & A
Building a Powerful To-Do List
Creating Agile and Efficient Meetings
Wearing Many Hats
Beauty Changes Lives
Your Career Center
Never Assume a Pitch Is Dead
Creating Green Value
And Then There’s Compliance
Voices from the Classroom
Behind the Scenes with The Hunger Games
Creating a Dream Career
Accommodating Students with Disabilities
Associate Member Profiles: Insurance and Legal Services
People & Places
New Products & Services
New School Members
Upcoming 2012 Events
Index to Advertisers
Beauty Link - Volume 4, Issue 2
If you would like to try to load the digital publication without using Flash Player detection, please click here.