Featured Work:

Alline Salon Group

With nearly 400 salons in Michigan, Ohio, Pennsylvania, West Virginia, Maryland, Delaware and New Jersey, Alline Salon Group is the employer of choice for stylists via its brands: Supercuts, Cost Cutters and Holiday Hair. the midnight oil group provides a full suite of marketing services for Alline Salong Group, including website design and development, website maintenance, SEO, digital advertising, social media marketing, email marketing, content creation and graphic design.


Website Design & Development

Social Media Marketing

Email Marketing

Graphic Design

Digital Advertising

Digital Marketing

Website Design & Development

Alline Salon Group hired the midnight oil group to redesign its website, as they felt their current site was not reflective of their fun, creative employer brand. While the Supercuts, Cost Cutters and Holiday Hair brands are well known in the hair industry, Alline Salon Group was looking for a website that would help them attract quality employees and stylists to work for ASG owned and operated salons. As a franchise owner, they offer a special culture and desirable benefits and were looking to clearly communicate to potential employees exactly how and why working for an ASG owned-and-operated salon was the preferred choice.

Working with an existing logo and color palette, the midnight oil group developed a website that was reflective of the brand and conveyed its personality. We outlined core brand beliefs, employee benefits and perks, and made it seamless for an interested candidate to apply or find a salon near them.

We continue to keep the website updated with monthly blogs featuring stylists, industrytrend blogs and Alline Salon Group news and awards. We also update the website as neededto accommodate hiring needs.

Employee Portal Design & Development

In addition to the main website, the midnight oil group also spearheaded the design anddevelopment of an “intranet”, or Employee Portal that would be used by staff and stylists.Integrating a single sign-on functionality, the Portal houses important onboarding documents, human resource and benefits resources, marketing materials and other company-wide assets.The Portal also includes an events calendar, chat feature and directory, making it easy foremployees to connect with one another within the system.

Social Media Marketing

Our agency also took over management and marketing on all social platforms for Alline Salon Group as a brand, including Facebook, Instagram and Twitter. We not only actively feature stylists’ work across the three brands, but take an extra step to tag the specific salon and profile as well.The ultimate goal is to prominently feature the incredibly talented and creative work of ASGstylists, and increasing appointments and awareness with a specific location for appointmentbooking conversions.

As a visual brand, we also seek to create a curated, aesthetically pleasing feed and strategicallyfeature hair colors, styles and cuts that fit together nicely to create a cohesive look and feel. Inaddition to having an audience base that is customer-based, it’s equally important for the brandto engage, attract and interact with stylists for recruitment purposes. We use social media toshowcase the employer brand, and what makes Alline Salon Group a top employer of choice.

In addition to managing social media platforms for the Alline Salon Group brand, we also oversee social media pages for all individual salons, particularly for social media advertising purposes. Our team regularly reviews and updates 400 individual Facebook and Google pages to ensure brand consistency and promotional efforts whenever possible.

Digital Advertising

the midnight oil group spearheads, implements and manages a robust Google digital advertising campaign for all 400 salons focused on driving calls, driving directions, online appointments booked.

Social Media Advertising

In addition to digital advertising, we also run a variety of ads across social media platforms including Facebook, Instagram and Pinterest. Ads are focused on brand awareness, increasing fans and followers, boosting engagement and lead generation for new email opt-ins via contesting.

Email Marketing

As Alline Salon Group is a franchisee for three brands: Supercuts, Cost Cutters and Holiday Hair, we design, develop and send out three distinct email promotional campaigns each month. Our agency adheres to set brand standards, but also contributes creatively to extend the look and feel of the brands.

We partner with the Alline Salon Group team to run promotions and coupon offers that are sent via email marketing. All offers are tracked internally with individual coupon codes, which allow usto gauge redemption success. Additionally, we created custom emails that allowed each user toreceive a booking link for the specific salon they frequent – increasing bookings and creating a seamless customer experience.

SEO & Blogging

In addition to periodic website maintenance, our agency regularly updates the Alline Salon Group website for search engine optimization (SEO). We write regular blogs on various industry topics, and handle the Stylist of the Month features where we conduct interviews and write articles for the spotlight article.