Salon Today - December 2008 - (Page 31)

SALON TODAY is always interested in your successful fundraising events. Share your stories, your results and, of course, your images by e-mailing Editor in Chief Stacey Soble at ssoble@vancepublishing.com. The exposure from giving back brings in clients. We’re well-known for giving to the community, and it does come back. You give, and you’re blessed.” —Stacey Dabney Ramirez Park Ridge, New Jersey Source: Corey Mania, marketing director Event: Cut-a-thon to beneﬁt Allies of Hope, a foundation that donates funds to ﬁght muscular dystrophy. Cut-and-blow-dry services are offered at greatly discounted prices, with all proceeds and tips going to the organization. Outcome: Nearly $5,000 was raised, which was higher than the ﬁrst cut-a-thon last year. “For next year, we’re looking to partner with a large corporation to have a bigger event.” Promotion: Allies of Hope sends out press releases to local newspapers and magazines, which publicize the event. They also e-mail their clients. Team motivation: “We started doing this because one of our stylists’ cousins has MD and founded Allies of Hope. It wasn’t even a second thought; when there’s any way to help with anything, the whole staff jumps in. We’re very family-oriented.” Client recruitment: “That’s not the reason we do it, but people realize we’re not just a business; we care about the community. They see our name connected with many charities.” “ 6 Mania’s Salon Tulsa, Oklahoma, and Leawood, Kansas Source: Marilyn Ihloff, owner Event: “A Tribute to Rock,” a two-hour, rock and roll-themed runway show presenting hair, make-up and style makeovers to beneﬁt the Resident Center for Women. Corporate sponsors purchased the makeovers and either used them themselves or donated them to women staying at the Resident Center. Outcome: The 25 sponsorships raised $53,000, with ticket sales from the 1,000 in attendance adding another $1,700. The women residents who enjoyed their complimentary makeovers? Priceless! “Every year we change the theme and raise prices, so this year brought in more than last year. Attendance is always standing room only,” says Kirsten Begman, public relations manager. Promotion: In-salon marketing and visiting beauty schools to talk it up. “The local media love this, and they give us a lot of great publicity. We also gave away a makeover through Fox broadcasting, and Fox came to the salon to show the makeover in progress as well as the result.” Team motivation: “Voluntary participation is kind of mandatory! Everyone gets excited and involved with the makeovers. Staffers love seeing the difference it makes for the women.” Client recruiting: “This has become a community event, and our clients are hugely supportive. They get their corporations involved, and they buy tickets.” >> 8 Ihloff Salons Naples, Florida Source: Tiffany Campbell, front desk Event: “Hair-athon Marathon,” a month-long donation to Habitat for Humanity of Collier County with 100 percent of proceeds from one new stylist’s services. Outcome: Raised about $1,300 for the cause and provided about 70 regular clients for the stylist out of the 100 people he styled. Although he was an experienced stylist, he had recently relocated to Florida. Promotion: Advertising and some free press in local newspapers. “Some advertising was donated by the Southwest Florida Dog Trainers’ Alliance, whose members are our clients. We also extended our referral program to this fundraiser, so anyone who referred two clients to our new stylist received a free cut and blow dry.” Team motivation: “Although only one stylist participated, it was a team effort to publicize it. We never have someone refusing to participate in our charitable efforts.” Client recruitment: “Since our stylist was new in town, this was a wonderful way to start building his clientele. When clients try Johnny once, they want to come back!” 7 Dolce Vita Hair Salon Rock and roll music provided creative inspiration for Ihloff Salons’ fundraising fashion show. www.salontoday.com December 2008 | 31 http://www.salontoday.com

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Salon Today - December 2008 Contents Editor's Note Reception Fashion Sense Marketing Spa Menu Shared Value Igniting An Industry What the World Needs Now Greater Gifts Products Owner to Owner

Salon Today - December 2008

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