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The document provides an overview of strategies for a spa business to target the aging population as the key demographic. It recommends researching programs focused on palliative care and end-of-life clients. Specific suggestions include creating programs for family members accompanying palliative clients and raising awareness through campaigns. Analytics on the business's digital presence and competitors are presented to understand audiences and optimize performance. The conclusion emphasizes understanding the target audience across different analytics to gain market share over competitors.

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Another Touch Point. A start to your Business Wellness Routine.
Index Industry Trends Microsite Social Digital Advertising Online Reputation Competitive Analysis Conclusion
Industry Trends
Death and Spas - Tackling life's biggest transition. The Baby Boomer generation is the largest demographic in the U.S. population. By 2030, the Boomers will be approaching their mid-80s; and more than 20% of the world's population will be over the age of 65. There will come an inevitable increase in the number of elderly Americans in assisted living or being cared for by loved ones. But the Boomers wont be the only ones affected by an aging population. Caring for a family member in their twilight years takes a toll on the younger generation, as well. We see that disabilities and disease penetration is shifting, too; and the stress on an individual's life, who has taken on the role of caregiver, is one of the mitigating factors of this change. The World Health Organization (WHO) estimates that mental disease, including stress, will be the 2nd leading cause of disabilities by 2020, with preventable chronic disease accounting for 60% of diseases worldwide. This generational shift is causing a change in the perception of death. Websites like "Lets Have Dinner and Talk About Death" (deathoverdinner.org) are transforming the often-taboo discussions about a family members end-of- life experience into more open and honest lines of communication. As the population reaches its Golden Age, the spa industry can seize upon a golden opportunity by positioning themselves as experts quality-of-life care with offers that customize the massage therapy experience for palliative patients; as well as the family members who carry the emotional burden of acting as caregiver. Action: We recommend that you research "Spa 4 the Pink" (facebook.com/Spa4ThePink) and educate your employees on how to work with end-of-life clients and how to bring compassionate healing to cancer patients, stroke victims, and other debilitating diseases and medical conditions. Then, create specific programs for palliative care individuals - perhaps a BOGO promotion for the accompanying family member to share in the therapeutic experience with their aging relatives. Also, try to raise both awareness and money through viral campaigns, like doing the ALS Ice Bucket Challenge for all employees. This is a wonderful opportunity to establish relationships with local doctors, clinics, support groups and hospitals; and tap into a market that is only going to grow larger with time. Industry Trends
We Feel Your Pain Program As our bodies age, pain becomes a daily reality for the elderly. And when we care for an aging loved one, that pain is shared by both the cared-for and the caregiver: one from physical discomfort, one from the mental anguish of stress. At Massage Envy, we feel your pain. Our clinicians heal with hands that are both compassionate and knowledgeable. We know where you hurt and we know how to help. So, we invite you to participate in our We Feel Your Pain Program, a promotion that allows an accompanying family member to share in the therapeutic experience with their aging relative with a dual massage for the price of one. We feel your pain. Let us take it away from you with the healing hands of massage therapy. Only at Massage Envy. Campaign Idea
M A S S A G E E N V Y S P A P R E S E N T S We Feel Your Pain As our bodies age, pain becomes a daily reality for the elderly. And when we care for an aging loved one, that pain is shared by both the cared-for and the caregiver: one from physical discomfort, one from the mental anguish of stress. At Massage Envy, we feel your pain. Our clinicians heal with hands that are both compassionate and knowledgeable. We know where you hurt and we know how to help. Schedule today. $ 3999 Hypersensitive 1-hour Companion Massage Session* Limited time: Buy One Get One Massage Envy Spa, Pier Park 15801 LC Hilton Jr. Drive Suite 120 MM# 21158 Panama City Beach, FL 32413 (850) 563-0070 MassageEnvy.com Convenient Hours Franchises Available Open 7 days: M-F 8am-10pm, Sat 8am-6pm, Sun 10am-6pm *One-hour session consists of 50-minute massage or facial and time for consultation and dressing. Prices subject to change rates and services may vary by location and session. Additional local taxes and fees may apply. Each location is Independently owned and operated. 息 2014 Massage Envy Franchising, LLC
Microsite
Go to this reportME Pensacola - http://www.massagee All Web Site Data Aug 1, 2014 - Aug 31, 2014Audience Overview Unique Visitors 1,242 % of Total: 100.00% (1,242) Visits 1,557 % of Total: 100.00% (1,557) Bounce Rate 68.66% Site Avg: 68.66% (0.00%) Average Pages per Visit 1.41 Site Avg: 1.41 (0.00%) Average Visit Duration 00:01:24 Site Avg: 00:01:24 (0.00%) Visits by Device Device Category Sessions Bounce Rate mobile 702 64.10% desktop 514 75.68% tablet 145 68.28% Sessions by Mobile Device Model Mobile Device Model Sessions iPhone 432 iPad 138 (not set) 35 SM-G900V 27 SCH-I545 23 Visits Type of Visitors Sessions by Source Source Sessions google 1,060 (direct) 320 bing 90 yahoo 25 catcountry987.com 11 m.facebook.com 9 yelp.com 7 l.facebook.com 5 ask 3 facebook.com 3 Entrances by City City Entrances Pensacola 224 Ferry Pass 142 Houston 99 Birmingham 92 New Orleans 87 Warrington 72 Crestview 69 Bellview 59 Perdido Key 39 Gonzalez 34 Entrances by Keyword Keyword Entrances (not provided) 976 (not set) 387 massage envy. 60 massage envy 41 massage envy pensacola 20 pensacola massage 12 massage pensacola 5 massage 4 massage envy locations 3 massage envy penscola m s 3 + Add Segment Sessions ... Aug 8 Aug 15 Aug 22 Aug 29 4040 8080 New Visitor Returning Visitor 1,401 Users 15.6% 84.4% All Sessions 100.00%
Social
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 10 20 30 40 Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 1 2 from June 1, 2014 - August 24, 2014 @mepensacola MESpa Pensacola 93 total followers 54 connections made in this time period New Followers 44 You Followed 25 @ Mentions 3 Messages Sent 117 Messages Received 3 Clicks 134 Retweets 2 Measure how you're conversing with your audience MY SOCIAL SCORES INFLUENCE 40 ENGAGEMENT 21 TWEETING BEHAVIOR Conversation Updates 21% 79% New Contacts Existing 71% 29% Learn more about your audience to shape your messaging & campaigns BY AGE RANGE 18-20 21-24 25-34 35-44 45-54 55-64 65+ BY GENDER 47% MALE FOLLOWERS 53% FEMALE FOLLOWERS Measure performance on your outbound tweets DAILY INTERACTIONS @MENTIONS 3 RETWEETS 2 OUTBOUND TWEET CONTENT 68 Plain Text 39 Links to Pages 10 Photo Links
0 5 10 15 Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 2.5 5 Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 5k 10k from June 1, 2014 - August 24, 2014 Massage Envy Spa - Pensacola FAN GROWTH 2.92k Total Likes, and 24 people talking about this New Fans 181 Unliked your Page 27 PAGE IMPRESSIONS Impressions 220,530 by 156,734 users IMPRESSIONS Checkin 101.5k Page Post 1.9k Fan 1.0k Mention 1 Question 0 User Post 0 Coupon 0 Other 0 Paid 107.6k Organic 8.0k Viral 104.5k BY DAY OF WEEK AVG TOTAL Sun Mon Tue Wed Thu Fri Sat 2.5k 2.6k 2.6k 2.9k 2.5k 2.4k 2.7k 32.6k 31.3k 30.8k 34.4k 30.6k 28.8k 32.0k IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page AGE & GENDER 13-17 18-24 25-34 35-44 45-54 55+ 30 / 56 6.4k / 17.6k 17.1k / 37.7k 13.3k / 26.6k 6.9k / 16.2k 3.7k / 10.1k 31% Male 69% Female TOP COUNTRIES United States Philippines United Kingdom Japan Canada 155.7k 197 86 78 62 TOP CITIES Pensacola, FL Milton, FL Pace, FL Gulf Breeze, FL Cantonment, FL 89.5k 8.3k 6.4k 4.0k 3.4k
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Digital Advertising
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Campaign Placement Reach Frequency Impressions Clicks Unique Click-Through Rate Page Likes Post Likes Post Comments Post Shares Page Photo Views Website Clicks Total 225906 2.12 479203 7337 2.23 435 1696 54 74 8 2245 Massage Envy News Feed on Desktop Computers 15088 1.57 23732 191 0.98 26 38 0 9 0 79 Massage Envy News Feed on Mobile Devices 215696 2.11 455471 7146 2.28 409 1658 54 65 8 2166 Ad Set Ad Reach Frequency Impressions Clicks Unique Click-Through Rate Page Likes Post Likes Post Comments Post Shares Page Photo Views Website Clicks Total 20601 1.75 36029 624 2.08 34 171 7 9 0 193 ME Pensacola Gift Card/ Member Plan 14529 1.44 20853 352 1.93 18 85 2 4 0 121 ME Pensacola Recruiting 3 1569 1.12 1753 44 1.98 4 16 3 1 0 8 ME Pensacola Recruiting 2 3683 1.37 5036 89 1.71 1 26 2 2 0 27 ME Pensacola Top 10 Sun Care Tips 5326 1.24 6598 112 1.61 10 37 0 2 0 33 ME Pensacola First Massage 1689 1.06 1789 27 1.60 1 7 0 0 0 4
Online Reputation
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Online Reputation Your opinion matters to us and to other customers Wed really appreciate it if youd take a few moments to review your experience. facebook.com/MEspa twitter.com/MEspa googleplus.com/MEspa foursquare.com/MEspa yelp.com/MEspa yahoo.com/MEspa Download our new mobile app Access your online member account, customize your massage and schedule your next appointment.
Competitive Analysis
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Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 50 100 Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 0.1 0.2 0.3 from June 1, 2014 - August 26, 2014 MESpa Pensacola @mepensacola Escape Wellness Spa @EscapeWellness ENGAGEMENT 26% ENGAGEMENT 0% INFLUENCE 36% INFLUENCE 35% Followers Gained 30 Followers Gained 2 MESpa Pensacola 94 TWITTER FOLLOWERS Escape Wellness Spa 49 MESpa Pensacola 3 TWITTER MENTIONS Escape Wellness Spa 1
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Conclusion
Understand Your Target Audience Use your analytics to gain market share by being smarter than your competitors. Microsite - what are they searching for? Social - who's searching? Digital Advertising - what's working? Digital Advertising is performing well and overcoming the new algorithm challenges. Increases reach and frequency Increases engagement and sentiment Builds audience Online Reputation is stabilizing through optimization and attention. Consider proactive approaches to solicit positive reviews. Finally, think about how to: get more involved and visible in community. become experts in underserved niche markets. create unique ways to engage your target audience. Conclusion

More Related Content

Me booklet

  • 1. Another Touch Point. A start to your Business Wellness Routine.
  • 2. Index Industry Trends Microsite Social Digital Advertising Online Reputation Competitive Analysis Conclusion
  • 4. Death and Spas - Tackling life's biggest transition. The Baby Boomer generation is the largest demographic in the U.S. population. By 2030, the Boomers will be approaching their mid-80s; and more than 20% of the world's population will be over the age of 65. There will come an inevitable increase in the number of elderly Americans in assisted living or being cared for by loved ones. But the Boomers wont be the only ones affected by an aging population. Caring for a family member in their twilight years takes a toll on the younger generation, as well. We see that disabilities and disease penetration is shifting, too; and the stress on an individual's life, who has taken on the role of caregiver, is one of the mitigating factors of this change. The World Health Organization (WHO) estimates that mental disease, including stress, will be the 2nd leading cause of disabilities by 2020, with preventable chronic disease accounting for 60% of diseases worldwide. This generational shift is causing a change in the perception of death. Websites like "Lets Have Dinner and Talk About Death" (deathoverdinner.org) are transforming the often-taboo discussions about a family members end-of- life experience into more open and honest lines of communication. As the population reaches its Golden Age, the spa industry can seize upon a golden opportunity by positioning themselves as experts quality-of-life care with offers that customize the massage therapy experience for palliative patients; as well as the family members who carry the emotional burden of acting as caregiver. Action: We recommend that you research "Spa 4 the Pink" (facebook.com/Spa4ThePink) and educate your employees on how to work with end-of-life clients and how to bring compassionate healing to cancer patients, stroke victims, and other debilitating diseases and medical conditions. Then, create specific programs for palliative care individuals - perhaps a BOGO promotion for the accompanying family member to share in the therapeutic experience with their aging relatives. Also, try to raise both awareness and money through viral campaigns, like doing the ALS Ice Bucket Challenge for all employees. This is a wonderful opportunity to establish relationships with local doctors, clinics, support groups and hospitals; and tap into a market that is only going to grow larger with time. Industry Trends
  • 5. We Feel Your Pain Program As our bodies age, pain becomes a daily reality for the elderly. And when we care for an aging loved one, that pain is shared by both the cared-for and the caregiver: one from physical discomfort, one from the mental anguish of stress. At Massage Envy, we feel your pain. Our clinicians heal with hands that are both compassionate and knowledgeable. We know where you hurt and we know how to help. So, we invite you to participate in our We Feel Your Pain Program, a promotion that allows an accompanying family member to share in the therapeutic experience with their aging relative with a dual massage for the price of one. We feel your pain. Let us take it away from you with the healing hands of massage therapy. Only at Massage Envy. Campaign Idea
  • 6. M A S S A G E E N V Y S P A P R E S E N T S We Feel Your Pain As our bodies age, pain becomes a daily reality for the elderly. And when we care for an aging loved one, that pain is shared by both the cared-for and the caregiver: one from physical discomfort, one from the mental anguish of stress. At Massage Envy, we feel your pain. Our clinicians heal with hands that are both compassionate and knowledgeable. We know where you hurt and we know how to help. Schedule today. $ 3999 Hypersensitive 1-hour Companion Massage Session* Limited time: Buy One Get One Massage Envy Spa, Pier Park 15801 LC Hilton Jr. Drive Suite 120 MM# 21158 Panama City Beach, FL 32413 (850) 563-0070 MassageEnvy.com Convenient Hours Franchises Available Open 7 days: M-F 8am-10pm, Sat 8am-6pm, Sun 10am-6pm *One-hour session consists of 50-minute massage or facial and time for consultation and dressing. Prices subject to change rates and services may vary by location and session. Additional local taxes and fees may apply. Each location is Independently owned and operated. 息 2014 Massage Envy Franchising, LLC
  • 8. Go to this reportME Pensacola - http://www.massagee All Web Site Data Aug 1, 2014 - Aug 31, 2014Audience Overview Unique Visitors 1,242 % of Total: 100.00% (1,242) Visits 1,557 % of Total: 100.00% (1,557) Bounce Rate 68.66% Site Avg: 68.66% (0.00%) Average Pages per Visit 1.41 Site Avg: 1.41 (0.00%) Average Visit Duration 00:01:24 Site Avg: 00:01:24 (0.00%) Visits by Device Device Category Sessions Bounce Rate mobile 702 64.10% desktop 514 75.68% tablet 145 68.28% Sessions by Mobile Device Model Mobile Device Model Sessions iPhone 432 iPad 138 (not set) 35 SM-G900V 27 SCH-I545 23 Visits Type of Visitors Sessions by Source Source Sessions google 1,060 (direct) 320 bing 90 yahoo 25 catcountry987.com 11 m.facebook.com 9 yelp.com 7 l.facebook.com 5 ask 3 facebook.com 3 Entrances by City City Entrances Pensacola 224 Ferry Pass 142 Houston 99 Birmingham 92 New Orleans 87 Warrington 72 Crestview 69 Bellview 59 Perdido Key 39 Gonzalez 34 Entrances by Keyword Keyword Entrances (not provided) 976 (not set) 387 massage envy. 60 massage envy 41 massage envy pensacola 20 pensacola massage 12 massage pensacola 5 massage 4 massage envy locations 3 massage envy penscola m s 3 + Add Segment Sessions ... Aug 8 Aug 15 Aug 22 Aug 29 4040 8080 New Visitor Returning Visitor 1,401 Users 15.6% 84.4% All Sessions 100.00%
  • 10. Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 10 20 30 40 Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 1 2 from June 1, 2014 - August 24, 2014 @mepensacola MESpa Pensacola 93 total followers 54 connections made in this time period New Followers 44 You Followed 25 @ Mentions 3 Messages Sent 117 Messages Received 3 Clicks 134 Retweets 2 Measure how you're conversing with your audience MY SOCIAL SCORES INFLUENCE 40 ENGAGEMENT 21 TWEETING BEHAVIOR Conversation Updates 21% 79% New Contacts Existing 71% 29% Learn more about your audience to shape your messaging & campaigns BY AGE RANGE 18-20 21-24 25-34 35-44 45-54 55-64 65+ BY GENDER 47% MALE FOLLOWERS 53% FEMALE FOLLOWERS Measure performance on your outbound tweets DAILY INTERACTIONS @MENTIONS 3 RETWEETS 2 OUTBOUND TWEET CONTENT 68 Plain Text 39 Links to Pages 10 Photo Links
  • 11. 0 5 10 15 Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 2.5 5 Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 5k 10k from June 1, 2014 - August 24, 2014 Massage Envy Spa - Pensacola FAN GROWTH 2.92k Total Likes, and 24 people talking about this New Fans 181 Unliked your Page 27 PAGE IMPRESSIONS Impressions 220,530 by 156,734 users IMPRESSIONS Checkin 101.5k Page Post 1.9k Fan 1.0k Mention 1 Question 0 User Post 0 Coupon 0 Other 0 Paid 107.6k Organic 8.0k Viral 104.5k BY DAY OF WEEK AVG TOTAL Sun Mon Tue Wed Thu Fri Sat 2.5k 2.6k 2.6k 2.9k 2.5k 2.4k 2.7k 32.6k 31.3k 30.8k 34.4k 30.6k 28.8k 32.0k IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page AGE & GENDER 13-17 18-24 25-34 35-44 45-54 55+ 30 / 56 6.4k / 17.6k 17.1k / 37.7k 13.3k / 26.6k 6.9k / 16.2k 3.7k / 10.1k 31% Male 69% Female TOP COUNTRIES United States Philippines United Kingdom Japan Canada 155.7k 197 86 78 62 TOP CITIES Pensacola, FL Milton, FL Pace, FL Gulf Breeze, FL Cantonment, FL 89.5k 8.3k 6.4k 4.0k 3.4k
  • 20. Campaign Placement Reach Frequency Impressions Clicks Unique Click-Through Rate Page Likes Post Likes Post Comments Post Shares Page Photo Views Website Clicks Total 225906 2.12 479203 7337 2.23 435 1696 54 74 8 2245 Massage Envy News Feed on Desktop Computers 15088 1.57 23732 191 0.98 26 38 0 9 0 79 Massage Envy News Feed on Mobile Devices 215696 2.11 455471 7146 2.28 409 1658 54 65 8 2166 Ad Set Ad Reach Frequency Impressions Clicks Unique Click-Through Rate Page Likes Post Likes Post Comments Post Shares Page Photo Views Website Clicks Total 20601 1.75 36029 624 2.08 34 171 7 9 0 193 ME Pensacola Gift Card/ Member Plan 14529 1.44 20853 352 1.93 18 85 2 4 0 121 ME Pensacola Recruiting 3 1569 1.12 1753 44 1.98 4 16 3 1 0 8 ME Pensacola Recruiting 2 3683 1.37 5036 89 1.71 1 26 2 2 0 27 ME Pensacola Top 10 Sun Care Tips 5326 1.24 6598 112 1.61 10 37 0 2 0 33 ME Pensacola First Massage 1689 1.06 1789 27 1.60 1 7 0 0 0 4
  • 24. Online Reputation Your opinion matters to us and to other customers Wed really appreciate it if youd take a few moments to review your experience. facebook.com/MEspa twitter.com/MEspa googleplus.com/MEspa foursquare.com/MEspa yelp.com/MEspa yahoo.com/MEspa Download our new mobile app Access your online member account, customize your massage and schedule your next appointment.
  • 27. Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 50 100 Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18 0 0.1 0.2 0.3 from June 1, 2014 - August 26, 2014 MESpa Pensacola @mepensacola Escape Wellness Spa @EscapeWellness ENGAGEMENT 26% ENGAGEMENT 0% INFLUENCE 36% INFLUENCE 35% Followers Gained 30 Followers Gained 2 MESpa Pensacola 94 TWITTER FOLLOWERS Escape Wellness Spa 49 MESpa Pensacola 3 TWITTER MENTIONS Escape Wellness Spa 1
  • 30. Understand Your Target Audience Use your analytics to gain market share by being smarter than your competitors. Microsite - what are they searching for? Social - who's searching? Digital Advertising - what's working? Digital Advertising is performing well and overcoming the new algorithm challenges. Increases reach and frequency Increases engagement and sentiment Builds audience Online Reputation is stabilizing through optimization and attention. Consider proactive approaches to solicit positive reviews. Finally, think about how to: get more involved and visible in community. become experts in underserved niche markets. create unique ways to engage your target audience. Conclusion