1

CHELK Public Relations

009 fell Hall
Normal, IL 61761
Tel: (630) 945-1975
Fax: (630) 629-5707
E-mail: klanigan@ChelkPR.com
Web Site: www.CHELKPR.COM

April 2, 2021

Denise Geske
Fox & Hounds
Owner
200 W Monroe St #2
Bloomington, IL 61701

Dear Denise:

I hope this message finds you well. First off, I would personally like to thank you for agreeing to
work with us over the course of this semester. It has been an absolute pleasure getting to know
you, as well Fox & Hounds! We are ecstatic to have the opportunity to work with such a strong
member of the Bloomington-Normal community. You will find our plan that we have formulated
attached. We are eager to know what you think!

CHELK Public Relations is based in Normal, Illinois. We are a growing, women-owned agency
that we started after graduating from Illinois State University. We hope to one day expand our
company to serve those in Nashville, TN, Chicago, IL, and Milwaukee, WI.

We have proposed five objectives with detailed strategies and tactics which will help achieve the
goals we have determined from our weekly meetings with you. This strategic plan will assist in
organizing the steps to executing these goals. Thank you again, and we will be in touch soon for
a follow-up meeting to get your feedback. Please feel free to reach out with any questions or
concerns.

Sincerely,

Kellie Lanigan
Director of Client Relations
CHELK Public Relations
 2

Fox & Hounds Salon & Day Spa

Strategic Plan

Prepared by:

Harley Charlebois, Emma Chesniak, Celeste Festoso, Lindsey Hardison, & Kellie Lanigan
Fox & Hounds

April 2, 2021
 3

Table of Contents

Page

Executive Summary …………………………………………………………………………….. 5

1.0 Organizational Background ………………………………………………………………… 6
1.1 Business Definition …………………………………………………………………. 6
1.2 Vision ……………………………………………………………………………….. 6
1.3 Mission ………………………………………………………………....…………….6
1.4 Value Proposition …………………………………………………………………….6
1.5 Organizational Structure ………………………………………………………...….. 7
1.6 History & Culture …………………………………………………………………… 7
2.0 Situational Analysis …………………………………………………………………………..8
2.1 Definition & Scope of Situation ………………………………………………....…. 8
2.2 Stakeholders Affected ……………………………………..……………………….. 10
2.3 Competition …………………………………………………..……………....……. 10
2.3.1 Multi-Service Agencies …………………………………………..……… 11
2.3.2 Nail Places …………………………………………………………..…… 12
2.3.3 Specialized Services ……………………………………………………… 13
2.4 SWOT Analysis ……………………………………………………………………. 15
2.5 Market Position …………………………………………………………………….. 16
3.0 Plan …………………………………………………………………………………....…… 17
3.1 Goals ………………………………………………………………………………. 17
3.2 Objectives, Strategies, Tactics ……………………………………………………... 17
3.3 Critical Success Factors ……………………………………………………………. 19
3.4 Key Performance Indicators (KPIs) ………………………………………………... 21
3.5 Budget & Resource Allocations…………………………………………………….. 22
3.6 Timeline ………………………………………………………………………..........23
3.7 Evaluation Method & Anticipated Results ……………………………………....….23
Appendices ………………………………………………………………………………………25
A………………………………………………………………………………………….25
B………………………………………………………………………………………….26
C………………………………………………………………………………………….27
References………………………………………………………………………………….…….28
 4

Executive Summary

Fox & Hounds is a salon with deep roots in the Bloomington-Normal area, offering pampering
and maintenance appointments for hair, skin, nail, and massage to men and women of all ages.
Next year Fox & Hounds has opportunities to expand locations, enhance client wish fulfillment
and expand their client base while continuing to maintain the tight family feel of the organization
for their employees. This document details a proposed year-long plan from May 2021 to May
2022 to: strengthen the family atmosphere Fox & Hounds represents, increase social media
engagement and brand awareness, and finally restructure brand reputation within certain age
groups and community members. The information to inform our understanding of Fox &
Hounds’ opportunities and challenges was provided through weekly interviews with co-owner
and manager, Denise Geske beginning in early March and continuing through mid-April of 2021.
The objectives for this plan are as follows:

● Increase knowledge of current client needs by 15% by November 2021.

● Increase employees’ feelings of belonging among new staff who were unable to receive
that sense of loyalty due to COVID by 20% by May 2022.
● Increase employee upselling of products by 15% by May 2022.
● Increase engagement (shares, likes, comments, tags, and follows) on social media posts
by 25% amongst 20-26 year old women seeking mid-priced trendy nail, hair, and services
by May 2022.
● Increase clientele between the ages of 20-26 who want hair and nail services and are
willing to spend a minimum of two hours at the salon by 20% by May 2022.

For this plan to be considered a success, all goals must be reached by their proposed deadlines.
Available benchmarks have been included, those remaining must be filled in by the client in
order for the plan to work to its best advantage. Benchmarks are required for the current levels of
knowledge of client needs and employee dissociation. Benchmarks are also required to properly
monitor the increase of up-sales made by employees and the number of female clients from ages
20-26 who come in for mid-priced nail and hair services. An increase in employee feelings of
loyalty and belongingness will lead to improvements in employees’ engagement levels, which
will result in increasing upsales and return clients. Therefore, all of the above objectives are
interconnected and essential to reaching client goals for the coming year.
 5

1.0 Organization Background

This section defines Fox & Hounds as a business. The company had an established mission and
vision statement, but are looking to revise it. This section also explores Fox & Hounds values,
organizational structure, and the history and culture. By compiling this information, it allowed us
to look at the foundation of Fox & Hounds and potential ways to make it better. This information
helped us in fleshing out our analysis and strategic plan for the salon in section 2.0 and section
3.0.

1.1 Business Definition

Fox & Hounds began as a haircut salon only, but over the last 50 years, the business has grown
into a full-service salon and day spa. On top of offering a variety of hair services, they have been
able to offer natural nail services, massage therapy, skin care and full body waxing and sugaring
as their business has continued to expand. They also offer group services for larger parties with
both spa and salon amenities. Their location is at 200 W. Monroe St. #2, Bloomington, IL 61701
( “Fox & Hounds,” 2021).

1.2 Vision

“We are a healthy, thriving, salon and spa. Staff are excited to come to work. The team work and
support offered is strong and consistently positive. We offer the most consistent high quality
products and services to our loyal clientele. Fox & Hounds is appreciated by the community for
our willingness to give back.” (Employee Handbook, 2021)

1.3 Mission

“To enhance each guest's image to expand their confidence and relaxation.” (Employee
Handbook, 2021)

1.4 Value Proposition

What makes Fox & Hounds stand out amongst competitors is they have a full-service salon and
day spa while maintaining a comfortable environment. Below are the key points fleshed out even
further that separates Fox & Hounds from their top competitors in the market.

Potential Slogan: “Sharing our love through hair and care.”

● A business with family values.

○ A plethora of family members have worked at the salon and it's a tight-knit group.
● Full beauty salon and day spa
 6

○ Offer a variety of hair services, natural nail services, massage therapy, skin care
and full body waxing and sugaring.
○ The beauty salon industry in Bloomington, IL is expected to make 20.7 million in
sales in 2021, and then expected to make 20.8 million in sales in 2022, showing
positive growth (“Barnes Reports,” 2021, pgs. 53 & 137).
● Value education and learning new techniques.
○ They are knowledgeable on the current trends and styles. They train to learn new
skills and continue to build their available services.

1.5 Organization Structure

Fox & Hounds began in 1979. Unfortunately, the original owner of Fox & Hounds was involved
in embezzlement. The current owner purchased the salon in 1991. In 2008, Denise Geske, our
main contact, and her sister, Casey Pirtle, set up as shareholders. The breakdown of who owns
what and their position is as follows:

● Chief Financial Officer -- Tim Tilton (additionally is a 15% shareholder of the business)
● Spa Department Manager -- Casey Pirtle (additionally is a 35% shareholder of the
business)
● Chief Operations Officer -- Denise Geske (additionally is a 35% shareholder of the
business)
● Part-time stylist-- Vicki Tilton (additionally is a 15% shareholder of the business)
● Salon Manager -- Dakoda Neal (in line to become a shareholder in the near future)

Denise will continue to purchase 5% of the business each year until she and her sister fully own
Fox & Hounds. The Spa Department consists of nails, estheticians, and hair. Vicki Tilton has a
chair at the salon, but her hours are limited. She was the first manager before it was bought out in
1991. Tim Tilton is not at the salon everyday like the other owners. He mainly runs finance
operations behind the scenes.

Denise wants to open up a shareholder opportunity to people in a manager position like Dakoda
Neal who may be interested in investing, but not become a full-on owner. In addition to the
employees already listed, Fox & Hounds has 30 support staff. There are 17 cosmetologists, and
seven spa team members. These positions are the hourly workers like the receptionist. These
employees also help with maintaining Fox & Hounds social media accounts.

1.6 History & Culture

Vicki Tilton, one of the co-owners, said the inspiration for the name “Fox & Hounds” was to let
the public know both men and women were welcome, the women being “foxes” and the men
being “hounds.” Tilton worked for the original owner when the shop was first in a strip mall in
1976, with the shop first opening in 1971. The shop was sold twice before Tilton and her
 7

husband decided to purchase it in 1991. Her husband Tim put in the effort to market, manage,
and get people in there on top of finding a building for Fox & Hounds to call home. Family is at
the heart of the business. Children, grand-children, and in-laws have all had their hand in running
daily operations. The goal is to make sure all employees and customers are happy and taken care
of.

Fox & Hounds has been a member of the Bloomington Chamber of commerce since Vicki and
Tim acquired ownership in 1991. For a couple years Vicki served as a board member for the
Chamber of Commerce in Bloomington. Fox & Hounds is considered an anchor business for
downtown Bloomington. They participate in community activities such as having booths at
different community gatherings and being great neighbors to other businesses. This year they are
celebrating their 50th anniversary (Roberts).

2.0 Situational Analysis

Fox & Hounds are facing both internal and external issues within the company. An in-depth
analysis of the current standing of the company is important in figuring out how we can move
forward and see positive change. The main thing Fox & Hounds is lacking is solid
communication. Employees sometimes are left out of the loop due to geographical spacing and a
larger staff. External communication issues are occurring due to their target demographic being
so broad and customers not knowing they welcome everyone. Below are listed the ways we can
help Fox & Hounds improve their business

2.1 Definition and Scope of Situation

Fox & Hounds is a full salon and spa serving the needs of those in the Bloomington-Normal
community. In 2019, Fox & Hounds made 2.4 million dollars in sales, plus gift cards. Their
target audience is white females between the ages of 18-50. Their age demographic is so broad
due to their staff being between the ages of 19-70. These females are living within the Blo-No
community and are employed. They value good, reliable services in the salon industry. They
place emphasis on their appearance and enjoy getting done up. Their clients believe in order to
feel their best, their hair needs to be fresh and their nails done. These females value group unity
as well. Fox & Hounds experience a lot of parties coming into the salon for bridal celebrations or
work events. New clientele enjoy going in with their girlfriends as a hangout. On the go females
with busy lives fall within their target audience as well. These customers want to go somewhere
where all their needs will be met in a convenient location.

They have employees all within this age range doing cutting, coloring, hair removal, skin care,
nails, etc. In comparison to other salons in the Blo-No area, Fox & Hounds falls within the
middle ground when it comes to pricing for their hair services. Their prices fall within the
 8

midrange of other salons, with a women's classic haircut usually running between the price of
$41-52, making it still affordable with room to splurge. In comparison to other nail salons, Fox &
Hounds falls within the lower category of pricing, with their prices starting at $12. Fox &
Hounds falls in the middle tier of pricing in comparison to competitors for their waxings and
sugarings starting at $15 and going up to $119. They fall in the middle tier for massages as well,
varying between $47 to $125, and they even offer couple massages. Lastly, their skincare
services start at $55 and their prices are roughly the same as their competition (Fox & Hounds
Website). Some services that other salons are offering that Fox & Hounds doesn’t are makeup
application, hair extensions, lash lift and tint, microchanneling, spray tans, and acrylic nails.
They only have two massage therapists who are under high demand, and they are looking to hire
another. The highest income producing sector is the salon. Balayage, drop roots, and specialized
color are among their most popular color services. Fox & Hounds is continuously updating their
service ID’s because of the trends always coming and going. Depending one’s budget, Fox &
Hounds will be able to provide their services for whatever the customer needs.

By being a full salon and spa, the goal of Fox & Hounds is to have clients use a variety of their
services when they make an appointment. They want to be able to fulfill all the needs of their
client. Their most common up-sells are deep conditioning, facial waxing, nail designs, skincare,
and CBD cream. The Fox & Hounds staff is trained on how to mention these upgrades in a
casual, conversational manner, but it could be improved. The employees want their customers to
feel the best they can and these upgrades give them that. They have high retention rates being
within the 80 percentile.

An external issue Fox & Hounds has been working to deconstruct is the belief that the salon is
only for professional women. This is not the case, and they welcome and encourage clients of all
ages to come to their salon. On top of womens cuts and styles, they also have both men and
children's services too. They are a family owned business and welcome all family members in
their doors. Going off of this, more brand name recognition and social media awareness would
be ideal for the company. Posting on social media that they are willing to work with any client
will help reduce the false connotation that they’re a business for professional women.

Fox & Hounds is facing internal issues within their business. The owners are facing financial
strain due to lowered patronage. This in turn affects their profits as well as the repayment of the
business loan they acquired to purchase Fox & Hounds from the previous owners. Additionally,
compared to other companies in the industry, they have a much larger staff, leading to
communication issues amongst employees. Their staff is spread out geographically around the
Blo-No community and due to COVID-19, they’re unable to have weekly meetings. In order to
keep everyone in the loop, they use a private Facebook page to post updates and announcements.
In an attempt to try and regain a sense of community and connectedness, they utilized social
media to create a competition where stylists competed to know the most about the company.
 9

When it comes to training, they used to be able to give hands-on experience to their newer
employees. They used to pair junior stylists with senior stylists, but now they are only able to do
one-on-one training because of COVID-19. This mentorship helps build the family culture of the
salon. In order to help out with this one-on-one training, they have set up an education calendar,
but it is not ideal. They have begun updating the policy, procedure, and front desk manual due to
the new COVID-19 restrictions being placed on them.

In order to see positive change within the company, increased communication needs to occur. All
employees need to have knowledge of what’s going on in the salon, as well as the appropriate
safety and training procedures. An education calendar is not working for the company, so
incorporating Microsoft Teams or another team based software could help the company, rather
than just a Facebook page. They also need to focus on communicating with their external
audience. Strengthening social media pages and branding will encourage further reach for the
company. Posting every service on social media and showcasing a fun cut and color will allow
their target audience to see their services directly. By clearly communicating the services they
provide to individuals of all ages, gender, profession, etc., it’ll encourage more traffic within the
company.

2.2 Stakeholders Affected

The government and local economy suffered from the temporary closures and restriction of
patronage due to the lowered acceptable capacity during COVID-19. Because the profitability of
Fox & Hounds has lowered, the business is paying less in revenue taxes. Additional goods that
could generate sales tax that are sold out of the salon have decreased as well. The lowered sales
of these products would also affect the vendors used to provide the goods used and sold in
services. Another external stakeholder is the underwriter for the business loan provided to Fox &
Hounds to cover the purchase of the business. The repayment of this loan and original timeline
may be put in danger due to current restrictions.

The internal stakeholders are the employees. The employees were affected when the business
shut down temporarily due to COVID-19, however they are still being affected by the restrictions
of capacity as well as loss of disposable income amongst their clientele during this health crisis.

2.3 Competition

Fox & Hounds stands out amongst its competition in the area because of its dedicated clients.
There are plenty of hair and nail salons around offering the same services. Many clients of Fox &
Hounds come in for more than one service, allowing them to build a loyal cliente. That being
said, it is unfair to say that the amount of Fox & Hounds’ services alone is what makes them
 10

unique amongst its competitors in the Bloomington-Normal community. In fact, some of these
businesses offer competitive pricing.

We have analyzed some of Fox & Hounds’ local competitors in order to see how they compare.
Specifically, we looked at multi-service agencies, nail salons, and spas. Our goal was to see how
their offered services, prices, and COVID-19 protocols compared. Multi-Service agencies offer
hair services, nail services, massages, facials, and waxing. The nail salons we looked at offer
services such as pedicures, manicures, repairs, acrylics, and basic waxing. The specialized
services include massages, facials, nails, and bodily treatments.

2.3.1 Multi-Service Agencies

● Jenni’s Salon and Spa: Jenni’s Salon and Spa located in Normal, Illinois is a full
hair, nails, and skin salon. It is an affiliate of Paul Mitchell. This salon serves both
men and women in the community. All of their hair services are priced depending
on what level the stylist is working on you. The lowest is a junior stylist, then it
moves up to a regular stylist, moving to a creative stylist, and finally the top tier is
the master stylist. For hair, a can range from $40.00-$70.00+. For coloring
services, these prices start at $85.00, and can exceed $105.00. In regards to their
other services, there is not a tier style price range. A full makeup application is
$40.00, but an airbrushed look costs $65.00. Manicures begin at $18.00 and go as
high as $45.00. Waxing ranges from $10.00 all the way to $70.00 depending on
which part of your body you want done. Finally, facials/peels services start at
$20.00 and can cost you as much as $250.00. Jenni’s Salon and Spa utilizes their
own website and Facebook page. There was not much posted about COVID
protocols directly, however there was a post regarding learning of employee’s
exposures, so Jenni’s Salon and Spa was shut down for a few days this winter to
deep clean and allow the employees to get tested. (Jenni’s).
● Magnolia Salon: Magnolia Salon of Bloomington, Illinois offers hair, nails, and
skin services to McLean County. Their services are aimed at women, men, and
children. At Magnolia, there is also a tier system of stylists they have as well. This
affects the cost of your services. Their tiers are: Junior, Staff, Senior, and Master.
For a woman wanting a haircut, their range is $30.00-$58.00. A men’s haircut
ranges from $20.00-$38.00. A child’s haircut costs $18.00-$32.00. There are
additional services offered such as coloring which can range from
$52.00-$172.00. For their nail services, manicures start at $28.00, and pedicures
start at $38.00. When it comes to skin, Magnolia has a lot to offer. They have
massages, lash lift/tints, microchanneling, waxing, spray tans & makeup
applications. For massages, the price depends on how long you want yours to be.
They have increments of 30, 60, and 90 minute massages. The cheapest massage
is $40.00, and the most expensive massage will cost you at least $120.00. A lash
 11

tint will run you $45.00 and a lift costs $65.00. Waxing services range from
$15.00-$50.00. Spray tans cost $35.00, and makeup applications start at $55.00.
For microchanneling services, you can complete a personalized consultation.
Magnolia prides themselves in not using dangerous substances. Magnolia uses
their own website, as well as a Facebook page. For COVID, their website was last
updated on May 29th. They said they would deep clean their salon everyday.
They asked their customers to not bring any guests, wear a mask, all food and
drinks stay out of the salon, and to wash your hands upon arrival. (Magnolia).
● Station 710 Salon: Station 710 Salon is a Bloomington hair salon and body spa
offering a variety of services for men, women, and children. Men’s haircuts start
at $38.00, women’s start at $45.00, and children’s cuts are $30.00. For coloring, it
can start at $85.00, and reach up to $210.00 depending on what you want done.
There are also options for blow outs which start at $25.00, and then updo’s for
$75.00. Station 710 Salon also offers extensions, but you need to get a quote for
this. Facials and face peels start at $15.00 and range from $35.00 to $75.00.
Waxing services range from $15.00-$65.00. A nice touch Station 710 Salon added
to each of their menus is that happiness costs $0.00. They are a company who is
very customer focused. They want their clients to love their results. Station 710
Salon has a website and a Facebook page. With COVID, Station 710 is taking
precautions. They are working at 25% capacity, requiring all guests to be in
masks, taking temperatures of clients, asking that clients not come with anyone,
disinfecting between each client, and wanting each customer to call upon their
arrival at the salon. (Best).

2.3.2 Nail Places

● Galaxy Nails: Galaxy Nails is a nail salon located in Bloomington, Illinois. They
pride themselves in using non-toxic products and are family friendly. Galaxy
Nails is open seven days a week from 9:00 a.m.-7:00 p.m. Monday through
Friday, 9:00 a.m.-6:00 p.m. on Saturdays, and 9:00 a.m.-5:00 p.m. on Sundays.
They focus solely on nails. Their nail services include: full acrylic nails, classic
manicures, fill-ins, classic pedicures, and gel sets. Their prices are not currently
listed online. If you ask for the full menu on Facebook Messenger, they will send
you the information. Pedicures start at $25.00 and can reach up to $60.00.
Manicures start at $15.00, with the highest price being $45.00. They offer fill-in
services as well. These prices start at $25.00 and end at $45.00. In addition to
nails, Galaxy Nails offers waxing services. These services start at $5.00, and can
cost up to $35.00. In May, there was a letter posted to Galaxy’s customers’ on
their Facebook page regarding COVID. They asked that all guests take temp
checks, wear masks, wash hands upon arrival, book an appointment, come alone,
sign a waiver, and maintain social distancing. (Galaxy).
 12

● Adorn Nail Boutique by Kimberly Ensign: is a nail salon which is also located in
Bloomington, Illinois. The owner ensures she uses only the best products to
guarantee healthy results. The services at Adorn Nail Boutique include manicures,
pedicures, gel, acrylics, fill-ins, and repairs/removals. To get a full set of french
gel or acrylic nails, it starts at $60.00. A no-chip manicure costs $35.00. A
no-chip pedicure costs $50.00. Regular pedicures also start at $50.00. A men’s
manicure is set at $25.00. A soak off is $40.00, and a repair costs $10.00. There
are more options, but these are the main ones. Adorn Nail Boutique has a
Facebook page and a website. There is no current information about COVID on
either the Facebook page or website. The last post was in May 2020 upon
reopening. A post shows a questionnaire you must fill out at the time of selecting
an appointment. (Services).
● High Tech Nails: High Tech Nails is a nail salon located in Normal, Illinois. This
nail salon uses Facebook as its primary page. Services at High Tech Nails include
full sets, fill-ins, manicures, pedicures, repairs, polish changes, and removal. The
price of all of these services depend on if the polish is regular polish, or gel. Full
sets start at $30.00 and can cost as much as $55.00. Fill-ins start at $20.00 and go
up to $45.00. Manicures begin at $15.00 and can cost up to $50.00. For pedicures,
they start at $30.00 and can cost up to $80.00. A nail repair begins at $3.00, a
polish change starts at $7.00, and a removal starts at $5.00. High Tech Nails is
extremely close to the campus of Illinois State University, so not only is this very
accessible for students, but also for staff and faculty who might like to sneak in a
nail appointment during a lunch break. Their last COVID update was in May
2020. They asked all customers to wear a mask, call when you arrive, only bring
your essentials with you into the building, no guests, and to wash your hands
when you arrive. (High).

2.3.3 Specialized Services

● Contours Day Spa is a full-service spa offering facial treatments, massages, and
nail services. They serve men and women saying on their website “It doesn’t
matter if you’re wearing sweats or your favorite suit, Contours is a place for
everyone.” By offering message and nail treatments with an emphasis on all
clientele welcome, this makes them a direct competitor for Fox and Hound. They
offer multiple services and packages in facial treatments; 15 treatments lasting 30
min to 60 min prices ranging from $45-$105, massages; 11 treatments lasting 30
min to 90 min prices ranging from $40-$105 , waxing; 12 treatments lasting 10
min to 60 min prices ranging from $15-$70, nail care; 6 treatments lasting 30 min
to 60 min prices ranging from $20-$45, cellulite treatments 3 treatments lasting
45 min to 75 min prices ranging from $55-$60, and hair care; 5 treatments lasting
30 min to 150 min varying prices not available on their website. There is also a
 13

“teen menu” with 11 treatments lasting 10 min to 165 min prices ranging from
$10-$150. They also offer bridal packages with 5 treatments lasting 1 to 3 hours
prices ranging from $38-$200. (Contours).
● Lotus Organics Day Spa and Wellness offers a wide variety of organic and natural
full body treatments. They place emphasis on natural and organic products as well
as a custom experience for each client. This space is described as “zen” and
perfect for private “me time”. This business is in competition with Fox & Hounds
due to aesthetic and product differences. Lotus has five categories of services.
Jessa Pro-result facial treatments have four treatments each of which are $65 for a
mini treatment or $95 for a full treatment, there are also a myriad of additional
optional add-ons. Body treatment: there are two full body treatments and three
back treatments the prices range from $50 to $130. Waxing: there are 15 options
for waxing each placement broken down individually with prices ranging from $7
to $65. Energy therapy: there are two types offered each available for $40 for 30
min and $70 for 60min. Massage therapy: there are 3 massage options and two
optional add-ons the rate for a massage is $40 for 30 min, $70 for 60 min and
$100 for 90 min. (Lotus).
● Aches Away is owned by Massage Specialist Don Thorpe whose focus is on a
holistic approach to health. Aches Away has a mission to help clients “feel
better”. Their mission is focused on health and healing rather than relaxation and
pampering. This does place them in the position of competition however, there are
distinct differences in the services offered and the overall purpose and aesthetic
that does allow Fox & Hounds to be preferred by certain clientele. Fox & Hounds
seems to primarily focus on upkeep and pampering conversely Aches Away was
founded by a personal trainer who values the importance of a holistic approach to
health and pain management and improvement through massage therapy. Aches
Away offers four types of sessions. Massage sessions are 30 min to 120 min with
an add on of aromatherapy ($10 upcharge) prices range from $35 to $130. In this
category they also offer a hot stone massage and a himalayan salt massage both
are $85 for 60 min and $105 for 90 min. Migun sessions are offered in two
packages, one 35 min massage for $25 or five 35 min massages for $100. Float
sessions are available at an individual rate of $60 for 60 min, $90 for 90 min and
$120 for 120 min. They are also available in packages of a starter package with
three 60 min floats for $130, five flats for $250, or ten floats for $500. Sauna
sessions are available at an individual rate of $20 for 30 min, $25 for 40 min, or
$35 for 60 min; there is also a sauna package of ten 40 min sessions for $225.
(Aches).

2.4 SWOT Analysis
Aspects
Strengths Offer full salon, spa, and nail
services.
Tight family relationship.
Have employees between the
ages 19-50.
Has strong relationships with
other salons in the area.
Weaknesses “High Class” and business
professional reputation.
Do not have the number of
employees desired to always
have an owner present.
Relying on a Facebook page
to share information with
staff.
Having a hard time training
all new stylists/employees.
Opportunities Bundle products and services
at the salon.
Host giveaways of products
and gift certificates on
Instagram.
Implications
Fox & Hounds has a
well-rounded variety of
services.
A very welcoming and
comfortable environment.
Their employees fall within
their demographic.
No cattiness or bad blood.
Limits the number of clients
they get; other demographics
don’t feel welcome.
Can’t expand and open more
stores.
Ambiguity and
miscommunication.
Staff can’t learn skills to
provide the best experience.
Customers utilize more services Train employees on how to
the salon has to offer.
Increasing engagement and
followers.
14
Possible Actions
See what their consumers
want more of and expand on
that.
Market their target
demographic and family
values.
Stay up to date on current
hair, spa, and nail trends and
continuously training
employees; employee
spotlight.
If Fox & Hounds doesn’t
offer a specific service, can
find another salon to help
the customer.
Utilize social media to
increase their brand
awareness.
Move forward on making
staff shareholders of the
company.
Use Microsoft Teams or
another collaborative
software.
Hold seminars before or
after hours, teaching skills to
new employees.
organically upsell products
and services.
Followers sharing and liking
posts; tagging friends.
 15

Reach out to sororities on
campus and offer services.
Hold an event on campus
during Welcome Week.
Larger groups bring in more
revenue and introduce a variety
of potential clients.
Reach a younger demographic.
Offer group deals for special
occasions.
Establishing a relationship
with ISU.

Threats Various salons in the area with Fox & Hounds needs stand-out Establish strong connections
comparable services and services so customers choose with current clients and
prices. them. network; administer surveys
to gauge clients needs.

No shows & last minute Losing money and time. Penalty fee; deposit when
cancelations. making an appointment.

COVID-19 shutdowns. Unable to provide safe Thorough training and

alternatives. safety protocols for all
employees.

Staff is far apart Unforeseen circumstances

geographically speaking. (weather, construction) Open second location.
preventing staff from getting to
work.

2.5 Market Position

Fox & Hounds has a wide variety of services they offer to the community, which includes hair,
nail, and spa services. Fox & Hounds have loyal customers and are always trying to attract new
clientele, but because of COVID-19, the new clientele base has been limited. With active social
media accounts, Fox & Hounds is slowly gaining new clientele over periods of time.

Fox & Hounds is a credible business that has a longstanding relationship with the people of
Bloomington-Normal. Competitors include other multi-service agencies in
Bloomington-Normal. Fox & Hounds is able to set itself apart from its competition with their
extensive and trendy hair, nail and spa services. Their audience is broad while bringing these
services to the table for a niche business feel. Following this proposed plan with internal
communication help, Fox & Hounds will progress in their business endeavors.
 16

3.0 Plan

3.1 Goals
1. Our first goal for Fox & Hounds is to strengthen the family atmosphere they represent.
2. Our second goal for Fox & Hounds is to increase social media engagement and brand
awareness.
3. Our third goal is to restructure brand reputation within certain age groups and community
members.

3.2 Objective, Strategies, & Tactics

Below are our proposed objectives, strategies, and tactics for Fox & Hounds. The objectives are
focusing on our intended outcomes. They aim to change the target audience's knowledge,
behavior, or attitude with specific percentages and dates. Each objective has a rationale and
benchmark. The rationale gives justification for wanting this desired outcome, while the
benchmark provides information on where Fox & Hounds currently stands. The strategies are the
actions Fox & Hounds need to take in order to reach their desired outcome. Each strategy is
accompanied by a tactic that gives a specific action for the client to move forward with to ensure
the objective is achieved.

Objectives Strategies Tactics

1. Increase knowledge of current client Research Strategy Exit survey for 50-100 clients
needs by 15% by November 2021. electronically, back of receipt,
or verbally.
(Rationale: Show what areas Fox & Hounds
are lacking in and what services need to be Recruitment Strategy Seek potential employees to
strengthened) fulfill the services they’re
(Benchmark: Surveys will provide lacking.
benchmark)
Training Strategy Current staff learn new
techniques, colors, services,
etc.
 17

2. Increase employees’ feelings of Mentorship strategy One-on-one training

belonging among new staff who were
unable to receive that sense of loyalty Staff basics training on
Communication Strategy
due to COVID-19 by 20% by Microsoft Teams
November 2021. - Tips/Hints documents
can be posted
(Rationale: Lack of feeling of belongingness - Announcements
will lead to lower retention levels) - Video chatting
(Benchmark: No current base benchmark)
Bi-weekly meetings

Event Strategy Have a brunch outing with staff

members on the last Sunday of
every month

3. Increase employee upselling of Training Strategy Teach employees how to upsell

products by 15% by May 2022. products in an organic way.

(Rationale: Strengthen bonds with clients and Collaborate with a hair care
Partnership Strategy
increased revenue) company to bundle products for
(Benchmark: Benchmark needed from client) current clientele.

Exclusive deals within the

salon.

4. Increase engagement (shares, likes, Instagram Strategy Giveaway → follow us, tag 3
comments, tags, and follows) on friends, post on IG story to
social media posts by 25% amongst become entered
the 20-26 year old women seeking - Potential items could be
mid-priced trendy nail, hair, and gift certificates,
services by May 2022. shampoo/conditioner,
hair oil
(Rationale: potential clientele sees the values
Fox & Hounds has and gets to know them as Experiment with new types of
a company) content
Facebook Strategy
(Benchmark: Average 8.5 likes and .2 - Ask questions
comments an Instagram post, Average 12.5 - Post videos
likes, 2.7 comments, 3.5 shares a Facebook - Go live
post) - Utilize stories

5. Increase the number of clientele
between the ages of 20-26 who want
hair and nail services and are willing
to spend a minimum of two hours at
the salon by 20% by May 2022.
(Rationale: Increase clientele and revenue)
(Benchmark: No current base benchmark)
3.3 Critical Success Factors
The critical success factors include opportunities, barriers, environment, and resources. These
categories play a direct role in the success or failure of our proposed objectives. They can be
internal or external and need to be thoroughly evaluated to ensure possible outcomes are
accounted for.
Objectives Opportunities
1. Increase Establish a point of
knowledge of reference when
looking at customer
18
“Employee Spotlight” → Talk
about what their speciality is,
Employee Appreciation how long they’ve been there,
Strategy
favorite service they do, etc.
Special Deal Strategy College Student Deal → pay in
the beginning of the fall
semester and receive basic
services for the entire academic
school year.
- Blowouts & Styling
Setting up an information booth
at an event such as Festival ISU
Special Event Strategy where ages 20-26 go to to find
information about ISU and the
local clubs businesses, etc.
Having staff interact with
people in that age group.
Get in contact with The
Advertising Strategy Vidette, WZND, and TV-10
about doing a feature on Fox &
Hounds.
Barriers Environment Resources
Respondents may Customer Employees to
be unwilling to take honesty. distribute, collect and
surveys. analyze data.
 19

current client satisfaction. Relationships

needs by 15% by Respondents may with current Excel to record
November 2021. Improve give unusable clientele. responses.
communication answers.
between customers Receipts.
and workers. Cost to recruit new
employees to fulfill
Expand current these services.
services.

2. Increase Strengthens Employees may be Motivated The ability to social

employees' relationships among unwilling to meet workplace. distance while being
feelings of new and seasoned outside of work. trained.
employees. Team unity.
belonging among
Employees may not A space to meet and/or
new staff who Maintain retention have access to Familial bonds. a computer with Zoom.
were unable to levels. reliable wifi.
receive that sense
of loyalty due to We are still in a
COVID-19 by pandemic.
20% by
Coordinating with
November 2021. everyones’
schedule.

3. Increase employee Increase in revenue. Employees may be Relationships Products in store

upselling of uncomfortable with current available for purchase.
products by 15% Employees have an pushing products clientele.
in-depth knowledge on customers. Training on how to
by May 2022.
about products. Relationships up-sell products
Not able to get with product organically.
Getting to partner deals on certain companies.
with other products for clients.
companies.

4. Increase Gain potential Not knowledgeable Increased Social media.

engagement clients through on maintaining a interaction on
(shares, likes, Facebook’s share sustainable social social media. Online resources for
feature. media account. maintaining social
comments, tags,
Still interacting media accounts.
and follows) on Gain potential Several employees with an older Employee to maintain
social media posts clients through run social media demographic of social media page
by 25% amongst individuals sharing accounts, no clients while
the 20-26 year old posts on their coherent voice. reaching a Other similar social
women seeking Instagram story. younger media accounts for
 20

mid-priced trendy Decrease in demographic. inspiration/trends.

nail, hair, and Gain credibility due Facebook
services by May to importance in popularity, mainly Know what
social media used by certain posts your
2022.
standing. demographics. followers
interact with the
Strengthen most.
relationships with
current clientele.

5. Increase the Gain new clients. High class, Individuals Flyers and business
number of business reputation looking for a cards.
clientele between Increase in revenue meaning the target salon while
the ages of 20-26 through more audience could be living in A booth for Festival
who want hair and clients. unsure about the Bloomington- ISU.
nail services and salon. Normal.
are willing to Learning
spend a minimum opportunity for new Cost of advertising, Motivated
of two hours at the trends in hair and setting up the employees.
salon by 20% by nails preferred by booth, and student
May 2022. younger clients. deal.

Potential clientele
already having a
trusted salon to go
to.

3.4 Key Performance Indicators (KPIs)

KPIs will allow Fox & Hounds to measure the progress being made with the proposed
objectives. Steps are provided for Fox & Hounds on what percentages to look for and how to
analyze the data that will be compiled. By providing the benchmark, Fox & Hounds will easily
be able to track their progress.

● Objective 1 –Increase knowledge of current client needs by 15% by November 2021.

○ Benchmark – Surveys will provide benchmark.
○ KPI – During March record benchmark. There should be a monthly increase of
7.5% over the course of two months starting in May.
■ Analyze the increase each month and adjust the remaining needed
percentage for subsequent months accordingly.
● Objective 2 –Increase employees’ feelings of belonging among new staff who were
unable to receive that sense of loyalty due to COVID-19 by 20% by November 2021.
 21

○ Benchmark – No current benchmark.

○ KPI – Survey employees prior to the first meeting in order to create an effective
meeting outline for what needs to be addressed. Institute monthly or bi-monthly
check-in surveys of employees.
■ Analyze if in person meetings prove safe and productive for employees, if
not reassess.
● Objective 3 – Increase employee upselling of products by 15% by May 2022.
○ Benchmark – Average product sales and ad-ons from 2019 to be filled in by
Client.
○ KPI – There should be a monthly increase of 1.25% over the course of twelve
months, May 2021 to May 2022.
■ Analyze increase each month and adjust remaining needed percentage for
subsequent months accordingly.
● Objective 4 – Increase engagement (shares, likes, comments, tags, and follows) on social
media posts by 25% amongst the 20-26 year old women seeking mid-priced trendy nail,
hair, and services by May 2022.
○ Benchmark – Average 8.5 likes and .2 comments an Instagram post, Average 12.5
likes, 2.7 comments, 3.5 shares a Facebook post.
○ KPI – There should be a monthly increase of 2.08% over the course of twelve
months, May 2021 to May 2022.
■ Analyze increase each month and adjust remaining needed percentage for
subsequent months accordingly.
● Objective 5 – Increase the number of clientele between the ages of 20-26 who want hair
and nail services and are willing to spend a minimum of two hours at the salon by 20%
by May 2022.
○ Benchmark – No current Benchmark.
○ KPI – There should be a monthly increase of 1.67% over the course of twelve
months, May 2021 to May 2022.
■ Analyze increase each month and adjust remaining needed percentage for
subsequent months accordingly.

3.5 Budget & Resource Allocations

The budget for this plan includes Fox & Hounds average yearly income (see Appendix A for
average yearly budget). The budget also includes the expenses for the SPP’s tactics and
objectives. The expenses are based on research of similar products and are subject to change.
The total proposed expenses for the remainder of 2021-2022 fiscal year will be approximately
$29,124. These will apply in Objective 1-5. A majority of these expenses come from outside
products, but the largest expenses come from the internal expenses of salary.
 22

See Appendix B for proposed 2021-2022 budget.

3.6 Timeline (beginning with the proposal’s acceptance/approval)

The timeline provided has an organized chart of when objectives and tactics should begin to be
implemented and when they are projected to end. The timeline begins May 6, 2021 and will end
May 5, 2022. Each objective is color coded in a darker shade, whereas the tactics are below in a
lighter shade of said color. The shaded in box is when the objective and tactic are active and
being worked on. The first two objectives have a shorter time frame to be achieved since it is
working on an internal goal, whereas the last three objectives have a full year to achieve since it
has to do with sales and increased clientele. Some objectives and tactics may need shorter or
longer implementation depending on critical success factors as listed in section 3.3.

See Appendix C for the Proposed Timeline.

3.7 Evaluation Method & Anticipated Results

To evaluate the overall effectiveness of the proposed objectives, there must be measurements set
in place throughout the entirety of the plan. The evaluation methods set in place include
increasing recruitment efforts, implementing data taken from focus groups, increasing sale
pricing, increasing the number of social media posts and giveaways, and ensuring increase in
Fox & Hound’s clientele. These evaluation methods reflect the KPI’s that should be measured
throughout the entirety of the proposed plan. See section 3.4 for KPI’s.

● Objective 1: Increase knowledge of client needs by 15% by November 2021.

○ If customers answer surveys honestly, and employees distribute surveys in a
timely manner, the objective will be successfully met. The surveys must also be
recorded accurately in order to build a stronger understanding of clients.
○ If the objective is unsuccessful, increase recruitment efforts or, if necessary, hire a
survey firm.
● Objective 2: Increase employees’ feelings of belonging among new staff who were
unable to receive that sense of loyalty due to COVID-19 by 20% by November 2021.
○ If meetings and one-on-one training sessions are upheld consistently before and
after November 2021, the objective will be successfully met. Implement focus
groups to gain better understanding of employee loyalty to the company.
○ If the objective is unsuccessful, adjust tactics to responses from focus groups.
● Objective 3: Increase employee upselling of products by 15% by May 2022.
○ If employee upselling increases 1.67% every month until May 2022, or increases
by 15%, the objective will be successfully met.
 23

○ If the objective is unsuccessful, increase sale pricing on popular items for the next
fiscal year to reach the conversion goal for the 2022 fiscal year.
● Objective 4: Increase engagement (shares, likes, comments, tags, and follows) on social
media posts by 25% amongst the 20-26 year old women seeking mid-priced trendy nail,
hair, and services by May 2022.
○ If the amount of shares, likes, comments, tags, and follows on Instagram and
Facebook posts increases 2.78% every month until May 2022, or increases by
25%, the objective will be successfully met.
○ If the objective is unsuccessful, increase the number of posts on social media to
once every two days and giveaway’s to once every two weeks for the next fiscal
year to reach the conversion goal for the 2022 fiscal year.
● Objective 5: Increase the number of clientele between the ages of 20-26 who want hair
and nail services and are willing to spend a minimum of two hours at the salon by 20%
by May 2022.
○ If the number of clientele between the ages of 20-26 who want hair and nail
services and are willing to spend a minimum of two hours at the salon increases
2.23% every month until May 2022, or increases by 20%, the objective will be
successfully met.
○ If the objective is unsuccessful, adjust operations for the next fiscal year to reach
the desired clientele increase for the 2022-2023 fiscal year.
 24

Appendices

A. Fox & Hounds Budget Outline

 25

B. Proposed 2021-2022 Budget

 26

C. Proposed 2021-2022 Timeline

 27

References

Arches Away. (n.d.). Aches away massage SPECIALISTS: Aches Away Bloomington, IL.
Retrieved April 03, 2021, from https://aches-away.com/

Barnes Reports: (NAICS 812112): Beauty Salons Industry. (2021). United States Beauty Salons
Industry Report, 1–196.

Best Salon In Bloomington Normal: STATION 710 Salon: United States. (n.d.). Retrieved April
03, 2021, from https://www.station710salon.com/

Contours Day Spa. (n.d.). Retrieved April 03, 2021, from https://www.contoursdayspa.net/

Fox and Hounds. (2021). Employee Handbook. Bloomington, IL : A

Fox & Hounds Website. 09 Feb. 2021.

Galaxy Nails. (n.d.). Facebook. Retrieved April 2, 2021, from

https://www.facebook.com/galaxynails403/

High Tech Nails, Normal IL. (n.d.). Facebook. Retrieved April 2, 2021, from
https://www.facebook.com/hightechnails.normal.il/

Indeed. (n.d.). Retrieved April 02, 2021, from https://www.indeed.com/

Jenni's Salon AND Spa: Just another Wordpress site. (n.d.). Retrieved April 03, 2021, from
https://jennissalonandspa.com/

LocalMasters. (n.d.). Online sales training program: Personalized 1:1 live coaching‎‎: Community
learning. Retrieved April 02, 2021, from
https://salespros.localmasters.com/communities/signup

Lore, J. (2020, May 07). How to run an Instagram Giveaway: 5-step Guide. Retrieved April 02,
2021, from
https://blog.wishpond.com/post/115675437116/how-to-run-an-instagram-giveaway

Lotus organics day Spa & wellness. (n.d.). Retrieved April 03, 2021, from
http://www.lotusorganicsdayspa.com/

Magnolia Salon. (n.d.). Retrieved April 03, 2021, from https://www.magnoliasalonil.com/

 28

Microsoft 365 Business Basic. (n.d.). Retrieved April 02, 2021, from
https://www.microsoft.com/en-us/microsoft-365/business/microsoft-365-business-basic?a
ctivetab=pivot%3Aoverviewtab

Roberts, Shelbey. “Bloomington Business Celebrates Decades-Long Climb to Success.”

CIProud.com, CIProud.com, 10 Jan. 2020,
www.centralillinoisproud.com/open-for-business/bloomington-business-celebrates-decad
es-long-climb-to-success/.

Services. (n.d.). Acrylic Enhancements. Retrieved April 2, 2021, from

http://acrylicenhancements.com/

Shadowing in a salon – hair dojo. (n.d.). Retrieved April 02, 2021, from
https://www.hairdojo.com/shadowing-in-a-salon/

Sherman, M. (2021, March 19). The complete guide to setting up gift cards for small businesses.
Retrieved April 02, 2021, from
https://www.merchantmaverick.com/gift-cards-for-small-businesses/