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Alamo Heights, TX · Hair salon · Local campaign

Filling midweek chairs during fall color season

Sofia Alvarez made social posts and ran Meta ads for Velvet & Vine Hair Studio, a hair salon in Alamo Heights, TX (Sep 2 – Oct 31, 2025): 64 midweek color bookings in September and October.

Client
Velvet & Vine Hair StudioHair salon
Where
Alamo Heights, TXOlmos Park, Terrell Hills, Lincoln Heights, and Monte Vista
When
Sep 2 – Oct 31, 2025
Services
Social posts, Meta ads

Results

Sep 2 – Oct 31, 2025

  • 16,900People reached by the ad and posts
  • 574Clicks through to the booking page
  • 64Tuesday and Wednesday color bookings
  • $342Meta ad spend, $5.34 per booking
  • 23Tuesday walk-ins who mentioned a post
  • 17New color clients who rebooked

The brief

Velvet & Vine fills Saturdays without trying. Every fall, requests for warm color pile up on the weekend while Tuesdays and Wednesdays sit half empty, right before family photo season and the holidays. The owner wanted fall color moved to midweek. The limits: no discounts on color, a consultation for anything beyond a gloss, and five stylists, three of whom had open Tuesday chairs.

Goal
Move fall color bookings onto Tuesdays and Wednesdays, when the chairs sit emptiest.
Who and where
Women aged 28 to 55 within about ten minutes of Alamo Heights, many booking color before holidays and family photos.

What the client gave me

Last September and October’s bookings by day of the week, photos the stylists had taken of their own color work (most of them in the washroom mirror), the owner’s prep list for color clients, and a family photographer in Alamo Heights who agreed to share a post with her clients.

A stylist’s photo of her own balayage, taken in the salon washroom under yellow light.
A stylist’s photo of her own balayage, taken in the salon washroom under yellow light.
Tuesday at 11 a.m. last September: one chair of five in use.
Tuesday at 11 a.m. last September: one chair of five in use.

What I made

Consultation-first color posts, a prep checklist that cuts redo visits, Tuesday walk-ins and a family-photo hook that fits the season.

  1. Fall color appointments are open
    Fall color appointments are openSwapped the washroom photos for one shot of real color in the salon’s window light, and led with a consultation instead of a price.Caption Opens the season with a consultation, not a price. Warm fall shades are what clients ask for in September, and a consult fills a quiet weekday chair.
  2. Before your color appointment
    Before your color appointmentThe owner’s prep list cut to four things to know. Fewer surprises in the chair means fewer redo visits taking up Saturday.Caption Four things to bring and know. Fewer surprises in the chair means fewer redo visits, which frees up the week.
  3. Walk-ins welcome Tuesdays
    Walk-ins welcome TuesdaysNamed the day. Walk-ins on Tuesday, shown in the empty Tuesday chairs, so nobody wonders whether they’ll get a seat.Caption Tuesday is the slowest day. Naming it gives neighbors a simple reason to stop by on the day the salon needs them.
  4. Photo-ready for fall family pictures
    Photo-ready for fall family picturesWritten with the photographer: book color a week before the session, on a weekday. She sent it to every family she had booked.Caption Fall family photos are booked weeks ahead. A weekday color and blowout fits before the session, when Saturday is already full.

How it went out

Where it ran

  • Velvet & Vine’s Instagram and Facebook page
  • Google Business Profile
  • Booking-link text to past color clients
  • A family photographer’s client email
  1. Sep 2“Fall color appointments are open” on Instagram, Facebook and Google
  2. Sep 4Meta ad starts with the fall color post, $6 a day
  3. Sep 9Text to past color clients with a midweek booking link
  4. Sep 16“Before your color appointment” on Instagram and in Stories
  5. Sep 18Ad link changed to show only Tuesday and Wednesday times
  6. Sep 23“Walk-ins welcome Tuesdays”, posted Monday nights through October
  7. Oct 1“Photo-ready for fall family pictures”, also sent by the photographer
  8. Oct 31Ad ends
Best ad: Fall color appointments are open

Meta ads

Audience
Women 28 to 55 within 4 miles of the salon: Alamo Heights, Olmos Park and Terrell Hills (78209, 78212)
Budget
$350 planned, $342 spent
Dates
Sep 4 – Oct 31

The ad brought clicks from the start, but the booking link showed every day of the week and people picked Saturday. On Sep 18 I changed the link to show only Tuesday and Wednesday. Midweek bookings from the ad went from 2 in the first two weeks to 21 in the next six.

What happened

The booking link mattered more than any post: of the 64 midweek bookings, 23 came through the ad, all but 2 after the link changed. The photographer’s email brought 12 bookings in its first week, all for sessions in late October. Tuesday walk-ins were slow for two weeks and then picked up: 23 people came in and mentioned the post, mostly for a gloss or a trim. The prep checklist is what didn’t work. It got saves and no bookings, and one stylist felt it read like rules, so we softened it. Saturdays stayed full, and the stylists counted 4 redo visits in October against 11 the October before.

What I’d do next

Use a midweek-only booking link from the first day. Start with the photographer in August, when families book their sessions. And add homecoming to the plan: it’s the first big rush of the fall, and it lands on a Friday.

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Availability updated Oct 12, 2026.

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