Neha K's Senior Project Blog
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Project Title: Marketing Strategies to Improve Membership Count BASIS Advisor: Alex Covalciuc Internship Location: Hand and Stone Massage and Facial Spa Onsite Mentor: Ghuncha Gul |
Project Abstract
This project aimed to identify the best sales and marketing strategies to increase the number of active members. At Hand and Stone Massage and Facial Spa, memberships are the cornerstone for its success by providing a steady and predictable source of revenue. By identifying and implementing the most effective strategies for increasing membership sales, this project will enhance the spa’s performance and sustain its success. Through creating new promotional deals and calling suspended members--members whose payment hasn’t gone through and whose benefits have been revoked, this project identified the best strategies to gain 50 active members a month, providing a blueprint for optimizing membership-driven growth strategies in the future.
Final Week!
Hey Guys!!! We have come a long way together! Today is our final blog post! I wanted to do a brief conclusion of our findings during this internship. I tried out various sales strategies (including gift card sales, phone calls, membership retention, promotional deals, and reactivating suspended members) and saw how membership numbers were affected.... Read More
Week 10
Welcome to Week 10!!! This week, I’m briefly going over our other types of memberships. As you guys know, monthly memberships are the main memberships we sell and market. However, we do have two other types: bi-monthly and pre-paid memberships. You guys have heard about bi-monthly memberships in previous posts. It’s the same thing as... Read More
Week 9
Welcome to Week 9! This week, I wanted to clarify some common questions that I was getting about gift cards. The gift cards I was referencing in last week’s blogs are our “traditional” gift cards. They are only bought to cover a massage/facial service but are priced depending on if you are a member. For... Read More
Week 8
Welcome to Week 8! This week, I wanted to talk about gift cards. There are two types of gift cards at Hand and Stone. The first is your traditional gift card and the second is a promotional gift card. Although the normal gift cards never expire and can be used at any location, the... Read More
Week 7
Welcome to Week 7! This week, we are talking about phone calls. One might think the only way that memberships can be sold is in person, but actually, phone calls can be another way to sell memberships or at least plant the idea of a membership. Most clients who come in for their appointment first... Read More
Week 6
Welcome to Week 6! This week, I wanted to talk about cryo-skin! Recently, Hand and Stone corporate has started to introduce a new third thing in addition to the usual massages and facials: cryo-skin. Some of you may have heard of this weight-loss strategy. It’s normally done at medical spas (spas that do Botox and... Read More
Week 5
Welcome back to Week 5! I hope all of you guys had an amazing spring break! This week, I wanted to talk about suspended members. A client becomes a suspended member when their payment stops going through. This could be for a multitude of reasons. One, they changed their card. Two, they don’t have the... Read More
Spring Break
Hi Guys, Since it is spring break and I am currently in Australia, I will be continuing my senior project next weel and will have a proper blog post then. So until then, have a great spring break! Read More
Week 4
Welcome to Week 4! It’s March Madness! During the month of March, business becomes a little slow because it’s right after the slew of holidays from December to February and before the next major holiday of Mother’s Day. The best way to promote foot traffic is a straightforward solution. DEALS! Because who doesn’t love... Read More
Week 3
Welcome to Week 3! This week, I want to go into more detail about the process we use to get members to sign up. It all begins the moment they walk in the door. New clients will always have a form or two to fill out because they’ve never come here before. These forms cover... Read More
Week 2
Welcome to Week 2! For background information, I want to explain how the membership works in greater detail. The Hand and Stone membership is a monthly membership, so you get charged once a month and that gives you a "credit". Each credit can be used towards a massage or a facial, your choice. These credits... Read More
Week 1
This week, I started to regularly work at Hand and Stone Massage and Facial Spa. I got acclimated to the work I would do during my time there, such as booking appointments, greeting clients, and finally pitching them the membership. My main goal during this entire project is to maximize the amount of membership sales... Read More
Introduction
Hi! My name is Neha Kanjamala and my research topic is about the best ways to improve the membership numbers at Hand and Stone Massage and Facial Spa. Hand and Stone is a popular luxury massage and facial spa franchise with a membership program. The membership program is how it gets the bulk of its... Read More