OverviewiTAN is an award-winning retail health and beauty salon, specializing in UV-based and spray tanning, as well as a variety of spa services, like hydro-massage and teeth whitening. Its first store opened in 2001, but as the business grew, it moved to a franchise business model, expanding the iTAN brand throughout all of San Diego County.
ChallengeAs is often the case with a franchise-based organization, iTAN found their brand was becoming increasingly fragmented across its many independently operated locations. Without consistency in how brand messages were being disseminated at the retail store level, their identity was suffering and consumer loyalty was low.
iTAN was in need of a new unified brand to reestablish and reconnect itself to its consumers. Founder Faraje Kharsa turned to us to lead all marketing efforts for the company, and we, in turn, delivered a comprehensive marketing strategy that would ultimately fortify their brand from the online user experience to their in-store customer experience. To pull the brand together, we revamped their web presence, designed their in-store experience with collateral and signage, and launched an entirely new menu, upping offerings to a higher value for a lifetime customer. We generated a comprehensive tool kit for franchisees to manage the iTAN brand for the long-term, and handled the grand openings for new stores as they opened.. As brand cohesion began to develope, we elevated iTAN’s value above its competition, we set our sights on driving total revenue through new iCLUB memberships.
By conducting extensive market research, we were able to better understand the iTAN consumer base and identify a new customer profile to whom we would retarget the brand and cater to their needs.
Building a Brand System
Corporate Identity Rebrand
Once we brought together a cohesive look and feel for a brand, we conveyed the superior quality and value of iTAN, giving target audiences a reason to not only choose iTAN but view it as the gold standard in their industry.
Advertising & Media Buying
Web + Digital Design
Offering customers a distinct interactive experience is at the heart of forward-thinking brands. We designed all of iTAN’s online elements to connect with the consumer and their lifestyle. This entailed transitioning iTAN’s rather static site to a fresher, more dynamic one, which featured sliders with call-out boxes, social integration and a blog feed.
Website Design & Development
Since galvanizing their brand, iTAN has seen a flurry of activity from consumers in support of their brand. We have increased their Facebook community size by 39%, while increasing their organic reach on Facebook by 209%. iTAN has also seen a 34% increase in total traffic year over year following the launch of the website in April 2013. We helped iTAN attain 476% increase in viral reach with over 1.5 million viral impressions in 2013 over 2012. In the end, iTAN is a epitome of successful partnerships, having seen a 6.7% growth in total iCLUB memberships in 2013 when we began signed on with iTAN. With numbers like these, it’s no wonder that iTAN was recently voted Best Tanning Salon on San Diego’s Best, 2013, and will continue to expand its franchise and win awards for many years to come.