Pain Points
Declining Enrollment
Copy-Paste Agency Marketing
Saturated Utah Market
Low Tour-Booking Volume
Solutions
Business-of-Hair Positioning
Refined, Edgier Visual Identity
Book-a-Tour Funnel
Dedicated Growth Partnership
Deliverables
Refreshed Brand & Messaging
Book-a-Tour Landing Page
CRM & Ad Campaign Buildout
Ongoing Grow Partnership
Meet Taylor Andrews
Taylor Andrews Academy trains the next generation of cosmetologists, hair designers, and estheticians, with campuses in Provo, West Jordan, St. George, and Detroit. Our focus was on West Jordan and Provo.
Backed by NAHA-winning educators and placement rates in the 80s across every program, the school had built something genuinely good. What it hadn’t built was a reliable way to get enough prospective students in the door for a campus tour, the one step that consistently turned into an enrollment.
Brand, Content & Build Level
Standard
Grow Level
Advanced
Industry
Cosmetology & Beauty Education
The Challenge: A Saturated Market and a One-Size-Fits-All Agency
Taylor Andrews came to Big Red Jelly with enrollment numbers heading the wrong direction. The school’s previous marketing agency ran the same tactics across every hair school client it served in the area, leaving Taylor Andrews sounding just like its competitors in an already crowded Utah market. The school could close a prospective student almost every time they got them onto campus for a tour, the real problem was getting enough of the right people to book that tour in the first place.
What Taylor Andrews Was Missing:
- A brand that said something specific instead of sounding like every other hair school in the market
- Marketing built around Taylor Andrews specifically, not recycled across a shared agency’s other hair-school clients
- A clear, trackable path from a first click to a booked campus tour
- A growth partner that treated the relationship as a partnership, not a vendor arrangement
The Solution: Own the One Thing No Competitor Was Saying
The plan combined a sharper story with a simpler funnel: find the one positioning angle nobody else in the market had claimed, refine the brand around it without starting over, then build a growth engine focused on a single action, getting a prospective student to book a tour.
Our Focus Areas:
- Find the one positioning angle no competitor in the market was already claiming
- Refine the existing visual identity rather than starting over from scratch
- Build a dedicated, trackable funnel focused on one action: booking a campus tour
- Grow the relationship into an ongoing partnership as results came in
Part 01: Finding What No Competitor Was Saying
Positioning Hair as a Business, Not Just a Craft
Brand strategist Anna Thaler and her colleague Natalie dug into what every competing school in the area was already claiming, extensions here, coloring there, a different aesthetic somewhere else, and looked for the gap nobody owned yet. They found it: Taylor Andrews was the school that taught the hair industry as an actual business, with real classes on marketing, social media, running a salon, and client retention. As Anna put it, “when you start your own hair salon or start running your own business, you’re not just doing hair.”
What we developed:
- A unique value proposition built around business education, not just technical skill
- Messaging highlighting Taylor Andrews’ marketing, client retention, and salon-ownership coursework
- A “once a student, always a student” mission statement, built around free lifetime class retakes
Part 02: Refining, Not Reinventing, an Existing Brand
Making an Established Brand a Little Edgier, Without Losing Utah
The owner wanted to keep the existing logo, and the team agreed it didn’t need replacing. What it needed was refinement: a darker, close-up-action-shot aesthetic, a refreshed serif typeface swapping out an outdated one, and a color palette of dark gray, white, and blue for a consistent pop of color. One early joke from the strategy calls stuck as the north star: if Taylor Andrews were a shoe, it would be a Chelsea Doc Marten boot, edgy enough to stand out, still wearable enough for a Utah audience that doesn’t want to feel excluded. No AI touched any of the visual work, the assets stayed hand-drawn, with AI limited to scanning competitor sites during research.
What we developed:
- A refined visual direction built around darker tones and close-up action photography
- A refreshed serif typeface and a dark gray, white, and blue color palette
- Brand updates applied company-wide, not just to a single campus
Part 03: Building One Path to One Action
Making “Book a Tour” the Whole Point of the Funnel
With the brand refreshed, the growth strategy built everything around a single conversion: getting a prospective student to book a campus tour, since Taylor Andrews already closed almost everyone who took one. Reel content spotlighting real students and the brand’s unique value propositions fed a ManyChat-driven funnel into a dedicated tour-booking landing page featuring placement rates and real student outcomes, with every lead routed and nurtured through a CRM built specifically for this campaign.
What we developed:
- A dedicated book-a-tour landing page built around placement rates and real student outcomes
- A ManyChat and CRM-driven lead routing and nurture system
- Retargeting ads and ongoing A/B testing on ad creative and calls to action
Part 04: Replacing a Decline With Real Numbers
What Changed Since the Campaign Launched in May
Before this partnership, Taylor Andrews’ previous agency reported year-over-year leads down 17%, with organic leads alone down 32%. Within months of launch, Google search visibility climbed to roughly 87,000 impressions, nearly 200 new lead form submissions came in, site-wide active users went up about 5% over a rolling 28 days, and Google search ads are converted at a 7% click-through rate.
What we developed:
- Google search visibility growth to roughly 87,000 impressions within 3 months of launch
- Almost 200 new lead form submissions within the first 4 months
- A 7% click-through rate on Google search ads, with Meta ads continuing to build traction
Part 05: Growing the Partnership as Results Came In
From Pro Grow to Advanced Grow
Taylor Andrews started on BRJ’s Pro Grow tier the same month the brand project wrapped. A few months in, with results building, the school upgraded to Advanced Grow, adding more hours for reel and video content, heavier A/B testing on retargeting ads, and additional campaign optimization aimed squarely at generating more leads. Natalie Nagy, Grow Manager, pointed to the relationship itself as much as any single tactic: “it’s really easy to build a strategy off of something somebody’s passionate about, and you can tell that Taylor Andrews is passionate about their students.” Since then, Taylor Andrews has upgraded to run ads for another one of their brands, and we expect our partnership to continue to grow from here.
What we developed:
- An upgrade from Pro Grow to Advanced Grow within months, based on early results
- Expanded content output and increased ad testing and optimization
- A true growth-partner relationship, with the client providing content and resources proactively
Part 06: Building the Engine Behind the Numbers
How HighTide Turns Social Comments and Form Fills Into Booked Tours
Behind Taylor Andrews’ funnel sits a genuinely automated system built in BRJ’s HighTide platform. A social planner schedules and posts content automatically, while a NurtureLeads workflow sends every new form submission through a week-long series of welcome emails, the first of which opens at 68% and gets clicked at 27%, both well above typical benchmarks, with later emails in the sequence still holding 4.5 to 5% click rates. The tour request form on the site feeds directly into this system: 128 form fills since launch, including 110 from a dedicated 224-person paid search pool on its own. A Zapier integration then pushes the highest-value leads straight into Taylor Andrews’ own salon-specific CRM, so the school’s team can pick up the relationship right where automation leaves off. The team is now looking past the tour itself, toward refined messaging that drives urgency for enrollment. The Taylor Andrews team also has a “student for a day” program that would let prospective students try the classroom experience firsthand, which improves how many tours actually turn into enrollments.
What we developed:
- A NurtureLeads email workflow averaging a 68% open rate and 27% click rate on its first send
- 128 tour request form fills since launch, including 110 from a dedicated 224-person paid search pool
- A Zapier integration pushing the highest-value leads directly into Taylor Andrews’ own CRM
- An automated cleanup process removing incomplete social media leads, missing a name, email, or phone number, to keep the CRM clean
- Location-based lead routing, tagging and directing new leads to the right campus team automatically to improve speed-to-lead
Bring It All Together
Taylor Andrews didn’t need a new name, a new logo, or even a full rebuild. It needed a specific enough story to stand out in a saturated market, and a funnel disciplined enough to turn that story into booked tours, real students, and a partnership that’s kept growing since.
A Brand Worth Keeping, Not Replacing
Existing visuals refined rather than rebuilt from zero.
One Funnel, One Goal
Every campaign element built around a single action: booking a tour.
A Decline, Reversed
From a 17% year-over-year lead drop to nearly 200 new leads since launch.
The Conclusion: The Right Story Beats More Noise
Taylor Andrews didn’t need louder marketing, it needed marketing that said something none of its competitors were already saying. Once that story was in place, a focused, trackable funnel did the rest.
87000
Google search impressions within the first 3 months
200
lead form submissions within the first 3 months
4
Campus locations the refreshed brand now represents (Marketing Focus on WJ and Provo)
Shown: Anna Thaler, Chandler Joly & Natalie Nagy
The Strategists
Anna Thaler | Brand
“When you start your own hair salon or start running your own business, you’re not just doing hair.”
Chandler Joly | Build
Chandler made light, targeted updates to the existing site to match the refreshed brand rather than a full rebuild
Natalie Nagy | Grow
“It’s really easy to build a strategy off of something somebody’s passionate about, and you can tell that Taylor Andrews is passionate about their students.”
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