Case Study: Revitalizing Glamour Shots NJ Franchises with Unified Marketing’s Comprehensive Digital Strategy

Client Overview

Client: Glamour Shots (NJ Multi-location Franchises)
Industry: Photography, Beauty, and Makeovers
Objective: Increase appointment bookings, drive traffic to individual franchise locations, and boost local visibility through strategic digital marketing efforts.

Challenges

Before partnering with Unified Marketing, the NJ franchises of Glamour Shots faced several challenges:

  1. Decreasing Foot Traffic: Due to increased competition and changing market trends, the franchises were experiencing a decline in in-store visits and bookings.
  2. Limited Online Presence: The existing digital marketing efforts were scattered, resulting in low website traffic and limited engagement on social media platforms.
  3. Outdated Website: The previous website was outdated and lacked modern design elements, responsive functionality, and a streamlined user experience.
  4. Underutilized Influencer and Local PR: The brand had minimal presence in hyper-local media and influencer networks, missing out on opportunities for organic engagement and visibility.
  5. Need for Hyper-Local Targeting: With multiple locations, Glamour Shots required a strategy to target potential customers in specific New Jersey communities effectively.

Strategy & Execution

Unified Marketing developed a multi-faceted approach combining PPC, SEO, a redesigned website, and collaborations with local beauty influencers to generate hyper-local blog write-ups and social media buzz.

1. Search Engine Optimization (SEO)

We implemented a comprehensive SEO strategy to enhance the visibility of Glamour Shots in local search results:

  • Local SEO Optimization: Focused on optimizing Google Business Profiles for each franchise location, incorporating location-specific keywords like “Glamour Photography in Hoboken,” “Makeovers in Cherry Hill,” and “Family Portraits in Paramus.”
  • On-Page SEO: Optimized website content, meta tags, and headers with targeted keywords related to services offered (e.g., “professional headshots,” “family portraits,” “senior photos”), ensuring better visibility in search engine results.
  • Content Marketing: Published a series of blog posts on topics like “Top Tips for Your Glamour Photoshoot,” “Why Glamour Shots Are Perfect for Holiday Gifts,” and “Behind-the-Scenes at a Glamour Shoot,” engaging users and improving search rankings.
  • Backlink Building: Secured backlinks from local lifestyle blogs, beauty sites, and community directories to increase domain authority and improve search visibility.

2. Pay-Per-Click Advertising (PPC)

To drive immediate traffic and generate bookings, we launched targeted PPC campaigns:

  • Geo-Targeted Campaigns: Set up geo-targeted PPC campaigns focused on the specific locations of the NJ franchises, ensuring ads reached potential customers nearby.
  • Ad Customization: Created custom ad copy for each franchise, highlighting location-specific offers such as “Exclusive Holiday Photoshoot Deals in Morristown” and “Book Your Glamour Makeover in Cherry Hill Today.”
  • Dynamic Remarketing: Implemented dynamic remarketing ads to re-engage users who had visited the website but did not book a session, featuring personalized offers and reminders.
  • Bid Optimization and A/B Testing: Continuously optimized ad bids and tested different ad variations to reduce cost-per-click (CPC) and maximize return on ad spend (ROAS).

3. Website Redesign

A modern, responsive website was vital to improving user experience and increasing online bookings:

  • User-Friendly Design: We revamped the website with a sleek, contemporary design that showcased high-quality images from previous photoshoots, emphasizing the transformation and unique experience of Glamour Shots.
  • Enhanced Booking System: Integrated an easy-to-use online booking system, allowing users to schedule appointments seamlessly at their preferred NJ location.
  • Mobile Optimization: Ensured the site was fully responsive and mobile-friendly, catering to many users searching for services on their smartphones.
  • Location Pages: Developed individual landing pages for each franchise, optimized with local SEO, showcasing specific offers, staff highlights, and customer testimonials to build trust and appeal to local customers.

4. Influencer Marketing and Hyper-Local PR

To increase local visibility, we partnered with beauty influencers and executed a targeted PR strategy:

  • Local Beauty Influencer Partnerships: Collaborated with famous beauty and lifestyle influencers in New Jersey, who shared their Glamour Shots experiences on Instagram, YouTube, and TikTok, showcasing the transformation and fun of a photoshoot session.
  • YouTube and Twitter Reviews: Influencers created detailed YouTube video reviews and Twitter threads about their experiences, highlighting the quality of service, makeup artistry, and the final photos, reaching a broad local audience.
  • Hyper-Local Blog Write-ups: Engaged with local bloggers and community websites for features, focusing on the unique services offered by Glamour Shots, such as themed photoshoots, holiday specials, and senior portraits.
  • Social Media Campaigns: Leveraged influencer content across Glamour Shots’ social media channels, running ad campaigns with user-generated content to boost engagement and reach.

Results

The integrated strategy led to significant growth in visibility, engagement, and bookings across NJ Glamour Shots locations:

  • Increase in Website Traffic: Due to enhanced SEO, organic traffic increased by 200% , while PPC campaigns drove a 150% increase in paid traffic, resulting in a substantial boost in overall website visits.
  • Higher Conversion Rates: The new website design and improved booking system resulted in a 65% increase in online appointment bookings.
  • Engagement Growth on Social Media: Influencer collaborations and social media campaigns led to a 70% increase in engagement on platforms like Instagram and YouTube, with a notable rise in follower count.
  • Local Media and Blog Placements: Secured over 20 hyper-local blog write-ups and features on popular NJ community sites, driving increased awareness and traffic to the franchise locations.
  • Increased Brand Awareness: Influencer-generated YouTube videos and Twitter reviews received thousands of views and shares, significantly enhancing brand recognition within the local community.
  • Boost in Franchise Revenue: With increased bookings and enhanced visibility, franchise revenue grew by 40% year-over-year.

Client Testimonial

“Unified Marketing has been instrumental in revitalizing our New Jersey locations. The website redesign, combined with targeted PPC, SEO, and influencer marketing, has driven substantial traffic and bookings. The exposure from local blogs and influencers has taken our visibility to new levels, helping us attract more customers than ever before!”
— Cara L., Franchise Owner of Glamour Shots NJ

Future Plans

Unified Marketing plans to continue building on this momentum by expanding influencer partnerships to include micro-influencers in surrounding areas, optimizing PPC campaigns for seasonal promotions, and enhancing local SEO strategies to maintain high visibility.