Situation

Meet Annette Hunter, the Founder and CEO of Headlice Hunters (“HLH”).  Annette has over ten years of experience and has brought head lice relief to many families in the Washington DC Metropolitan area. She focuses on the customer and provides a practical, safe treatment of head lice. Annette screens each family member then treats only those affected by systematically and comprehensively combing hair using a professional nit comb and safe, non-toxic products. During the service call, she educates and trains family members to reduce the likelihood of re-infestation.

Tasks & Actions

Annette asked ETP to provide strategic advice to help penetrate the Washington DC Metropolitan market and increase sales. We thought HLH needed a suite of creative digital assets for a new brand, website, social media platforms, and industry events. We added a unique marketing message and value proposition centered around her last name, Hunter (as in search, kill, remove, and clean), and “Lice Free in One Visit,” respectively.  We designed her website to “move her up” in Google Adwords search results and increase the likelihood visitors would contact and engage her services.  We used a simple one-page WordPress design, red and black colors, and images to appeal to matriarchs in multicultural households. We also ensured the SEO and text targeted the Washington-Maryland-Virginia areas.

Results

HLH’s did receive more looks from interested parties via email and calls, and a moderate number of responses were converted to client engagement and sales. However, Google Adwords can be cost-prohibitive. Therefore, we adjusted to a more balanced, affordable CPC budget, which still reached clients without breaking HLH’s budget. We added HLH’s profile to several listings like Yelp and other local business listings.  The results are promising.  We have an ongoing relationship where ETP provides technical assistance and strategic advice to keep growing her business