The client
Serendipity is a premier salon in the Ann Arbor area that decided to try using a website to promote business. The Ann Arbor area has a concentration of educated consumers who are frequent internet users. The salon’s clients are part of this target group.

The idea
After spending time with the owner, we determined her business needed more than just a website; it needed an entire corporate identity.

The salon’s philosophies of hair care and customer service has served to build it a distinguished reputation that the new logo and marketing materials had to reflect. Coordinating the fonts, colors, and style between the on-line and printed materials would give the salon a polished image that would help express the remarkable work they do.

Serendipity Business Card

www.A2serendipity.com

The step up
Serendipity's first venture onto the web is currently averaging 12 new clients a month. That's what we call a success story! In the Salon industry, every new client brings in an average of 2 more referrals, so the ultimate impact of the website on her business is enormous. It keeps one entire hairdresser busy.

MS Datastep provided a corporate identity package including a professionally designed logo, a website, printed marketing material, and a Searh Engine Marketing campaign. We took photos, designed business cards, gift certificates, window lettering and building signage.

The website has useful information such as salon photos, its history, styling tips, driving directions, and parking information. New clients have visited the site before arriving for their appointment and mentioned that they felt more confident that the stylist would do a good job after reading about Serendipity.

Communication is an important concern of the site so we included a contact form, and listed the phone number on every page. This has come in handy for many users. Clients have been sending thank you messages to their stylists, and are able to ask questions after hours.

Feedback from longtime clients tells us that the www.A2serendipity.com site is an accurate representation of the atmosphere in salon, and they are using it as a convenient way to refer friends.

We are still working with Serendipity on ways to continue promoting the salon, and upgrade the website to provide useful features for clients. Next on the schedule is completing an eCommerce site so clients near and far can stay stocked with their favorite hair care products. This is an example of how MS Datastep often finds on-going relationships growing out of a single project.