Halcyon Salons run eleven hair and beauty salons across Sussex and Kent, each with its own manager, its own loyal clients and, until recently, its own idea of what to post. Head office wanted the brand to feel coherent without strangling the local character. We wrote a group-wide content strategy, trained every salon team to run their own channels against it, and manage the central brand accounts ourselves.
Salon staff trained
48 staff members
Group follower growth
+67% in 9 months
Average engagement rate
6.1% across group
Online bookings from social
+53% year on year
The group marketing manager had a problem common to multi-site businesses: eleven feeds, eleven tones of voice, and no way to tell which ones were helping. The brief was to build a strategy the whole group could follow, hand the salons the skills to run it, and take on the central brand accounts so head office could focus on the bigger picture.
Tegan led the strategy work, interviewing salon managers and clients to find what the brand meant on the ground before writing a word. The result was a shared content framework with room for local flavour. We then delivered training in three regional sessions, covering filming, captions, booking links and the simple reporting we asked each salon to send monthly, with Maya running follow-up clinics for anyone who wanted more.
Nine months in, the group’s combined following had grown by two thirds and engagement sat at a level most single salons would envy. Online bookings attributed to social rose by more than half, and the monthly reports gave head office a league table that turned content into a friendly competition. The central accounts, which we manage, now act as the showcase for the best local work.
We needed consistency without turning our managers into robots. Lido gave every salon the same playbook and the confidence to use it in their own way. The training sessions alone were worth the fee.
- Lauren Beckett, Group Marketing Manager, Halcyon Salons
Running several sites and struggling to keep social consistent? We can write the playbook and teach your teams to use it. Reach us at hello@lido.example.
