Case Study: Hidden Havens Massage
Hidden Havens Massage sought to establish a distinct brand identity, enhance its online visibility, and attract a discerning clientele seeking premium massage therapy services. Their key selling point was the customised massage offering a tranquil escape from within the city centre. They also needed to communicate a relocation to a new area effectively.
Solution: We partnered to formalize their brand, widen their online presence, improve client interactions, and smoothly transition their clientele to the new location.
Our Approach
Brand Strategy: We crafted the brand's core values, target audience and unique selling propositions into a clear message. The result was a refined brand identity emphasizing tranquility and rejuvenation, culminating in moving the content from "Massage Cape Town" to the evocative name "Hidden Havens Massage".
Photography: Our photographer captured the therapy sessions for social media and website content. The imagery conveyed relaxation and invited clients to experience a tranquil escape.
Website Development: We designed and built a visually soothing, user-friendly website acting as a digital sanctuary. It featured immersive visuals, intuitive navigation, detailed SEO descriptions and incorporation of their online booking system.
Content Design & Messaging: We crafted calming, informative content highlighting massage therapy benefits, unique techniques, and therapist expertise. Messaging focused on stress reduction, relaxation, pain relief, and overall wellness.
Social Media Content Pillars & Templates: A comprehensive social media strategy was created, with engaging content pillars and visually appealing templates, captivating the target audience with serene imagery, wellness tips, and special offers. We also provided guidance on targeted keywords for boosted posts and campaign ideas.
Search Engine Business Listing: We registered and optimized the brand's business listing on Google and Bing for accuracy and relevant keywords, enhancing local search visibility and providing links to the right places. It gave public space for reviews and further client interaction.
Newsletter Setup, Draft Writing & Sending: To announce the move from Tamboerskloof to De Waterkant, we developed an email newsletter, highlighted the exciting new location and a special offer for existing clients. The design and tone of the newsletter aligned with Hidden Havens' brand identity, emphasizing the sense of tranquility and personalized care.
The Results
Increased brand awareness and recognition among Cape Town residents.
Established online presence with a surge in Google reviews, social engagement, and online bookings, resulting in formation of a client community.
Elevated brand perception as a leading provider of luxurious, personalized massage therapy.
Clear, consistent messaging through calming, informative content.
Newsletter reception exceeded projected results, with a 65% open rate and 14% click through rate, of which 60% visited the bookings page.
Successful relocation to De Waterkant with minimal disruption to client relationships, thanks to a well-executed communication strategy.
Conclusion
Our integrated approach transformed Hidden Havens Massage into a professional identity synonymous with relaxation and wellness in Cape Town. By combining serene visuals, compelling messaging, strategic online presence, data-driven social media targeting, and effective communication strategies, Hidden Havens Massage successfully captured their target audience, achieved its business goals, and navigated a smooth transition to a new location.
This case study exemplifies the power of a holistic brand strategy and digital marketing campaign in driving growth and long term success that can now run as a well-built machine.
We look forward to seeing this brand bloom into their new soil.
In their words
“Haylett & Co has been instrumental in shaping every aspect of my brand. From logo design to our Instagram page, website, business cards, and everything in between. François has been brilliant at capturing what I was trying to communicate and has been very adaptive to what I wanted. Passionate, caring, responsive and creative, what more could you ask for when looking for a brand manager.”
– Joshua Hyams, Owner, Hidden Havens Massage
