90-Day Marketing Event Workbook

How To Use This Workbook

Mục tiêu: nhìn vào một event và biết chính xác cần chuẩn bị gì từ 90 ngày trước đến sau event.

Step	What To Do	Why
1	Điền Business + Ideal Client	Để biết event nào phù hợp với khách hàng của bạn.
2	Xem Annual Event Calendar	Các event lớn tại Mỹ đã được liệt kê sẵn theo tháng.
3	Chọn 3–6 Priority Campaigns	Không phải holiday nào cũng cần promotion lớn.
4	Dùng 90-Day Checklist	Mỗi event đi theo cùng một timeline: Strategy → Build → Launch → Push → Execute → Follow-up.

Step 1. Business + Ideal Client

Business Name

Owner / Student Name

Business Type / Main Services

Location (City, State)

Ideal Client

U.S. Annual Marketing Calendar

Các event lớn đã có sẵn. Học viên chỉ cần chọn dịp phù hợp với Ideal Client.

Month	Key Events	90-Day Start
January	New Year; New Year Reset / Self-Care	Start in October
February	Valentine’s Day; Galentine’s Day	Start in November
March	Women’s Month; St. Patrick’s Day; Spring Break	Start in December
April	Easter; Spring; Prom Season	Start in January
May	Mother’s Day; Prom; Graduation; Memorial Day	Start in February
June	Graduation; Summer; Vacation Season; Father’s Day	Start in March
July	July 4th; Summer Vacation	Start in April
August	Summer Vacation; Back to School	Start in May
September	Labor Day; Back to School; Fall Season	Start in June
October	Breast Cancer Awareness Month; Halloween	Start in July
November	Thanksgiving; Black Friday; Small Business Saturday	Start in August
December	Christmas; Holiday Parties; New Year Preparation	Start in September

Choose Your Priority Campaigns

Chọn 3–6 event mà Ideal Client có lý do rõ ràng để book, mua gift card, mua package hoặc quay lại tiệm.

My Top 3 Campaigns

The 90-Day Event Checklist

Dùng checklist này cho mọi event. Mỗi giai đoạn trả lời: Owner quyết định gì? Marketing làm gì? Staff / Operations chuẩn bị gì?

90–61 Days Before | Strategy & Planning

60–31 Days Before | Build The Campaign

30–15 Days Before | Launch

14–8 Days Before | Booking Push

7 Days – Event Day | Final Push + Execution

After Event | Retention + Review

Who Does What?

Owner / Manager

Marketing Team

Staff / Operations

Quick Campaign Ideas By Event

Gợi ý để học viên không bị bí ý tưởng. Điều chỉnh theo Ideal Client, pricing và brand.

Event	Campaign Ideas	Message Angle
New Year	Self-care reset, fresh-start package, membership / rebooking push	Start the year feeling put together.
Valentine’s / Galentine’s	Couple / bestie booking, gift card, red-pink seasonal set	Date night ready / Book with your bestie.
Prom / Graduation	Event-ready nails / lashes / brows, group booking, photo-ready package	Your photos last forever. Be ready.
Mother’s Day	Gift card, mom + daughter package, appreciation gift	Give Mom time for herself.
Summer / Vacation	Vacation-ready services, pedi / nails / lash lift, travel-friendly maintenance	Ready before you pack.
July 4th	Seasonal design, long-weekend booking push	Holiday-weekend ready.
Back to School / Labor Day	Mom self-care reset, teacher offer, fall refresh	Back to routine, back to you.
Breast Cancer Awareness	Pink campaign, awareness content, optional community partnership	Cause-based community campaign, không biến thông điệp thành discount đơn thuần.
Halloween	Seasonal nail art, creative content, limited-edition designs	Limited Halloween sets.
Thanksgiving / Black Friday	Gift cards, package bundles, prepaid services, retail bundles	Buy now, use later.
Christmas / New Year	Holiday party services, gift cards, last-minute booking, NYE looks	Holiday-ready / Give beauty as a gift.

My Event Campaign Planner

Chọn một event và hoàn thành trang này. Có thể Download My Copy để lưu một bản riêng cho từng campaign.

Event / Campaign

Event Date

Campaign Goal

Target Customer

Main Offer / Promotion

Revenue / Booking Goal

Budget

Key Message / Hook

90 Days Before - Strategy

60 Days Before - Build

30 Days Before - Launch

14 Days Before - Booking Push

7 Days Before - Final Push

Event Day

After Event

90-Day Master Calendar

Đã có sẵn timeline 13 tuần. Học viên chỉ cần điền tên event, ngày event và điều chỉnh task nếu cần.

Event / Campaign

Event Date

Week	Focus	Owner	Marketing Team	Staff / Operations
Week 13 ≈ 90 days before	Strategy & Goal	Chốt campaign goal, revenue goal, booking goal, budget.	Research Ideal Client + event. Đề xuất campaign concept và key message.	Kiểm tra staff capacity, inventory hiện có và nhu cầu supply.
Week 12	Offer & Campaign Concept	Chốt offer, pricing, package, bonus, promotion conditions.	Phát triển campaign theme, hook, content pillars và CTA.	Lập danh sách décor, gifts, retail, supply cần mua.
Week 11	Budget & Resources	Approve marketing budget, ad budget và các chi phí campaign.	Lập production plan: photo, video, design, email/SMS, ads.	Chuẩn bị order list và timeline nhận hàng.
Week 10 ≈ 60–70 days before	Production	Review concept, approve look & feel.	Photoshoot / video shoot. Thiết kế key visual và campaign assets.	Order supply, décor, gifts, retail inventory.
Week 9	Content Build	Approve final offer và booking policy.	Viết content calendar, captions, email, SMS, Google Business content.	Kiểm tra delivery timeline và staffing needs.
Week 8	System Setup	Check booking capacity và target theo ngày.	Set booking links, landing page, promotion code, tracking và ads setup.	Training staff về offer, conditions, upsell và cách giới thiệu campaign.
Week 7 ≈ 45 days before	Pre-Launch	Final review trước launch.	Chuẩn bị teaser, countdown, campaign announcement và ad creatives.	Chuẩn bị signage, décor và customer-facing materials.
Week 6 ≈ 30–40 days before	Launch Campaign	Theo dõi booking và revenue so với goal.	Launch social posts, email/SMS, Google Business, ads và booking CTA.	Bắt đầu mention campaign với khách tại tiệm.
Week 5	Educate + Build Desire	Check campaign performance và approve adjustments.	Đăng benefits, service education, before/after, testimonials.	Ghi nhận câu hỏi / objection của khách để marketing xử lý.
Week 4 ≈ 21 days before	Booking Push	Review số slot còn trống và target còn thiếu.	Push limited spots, booking reminders, retargeting, client outreach.	Chủ động rebook / giới thiệu campaign cho khách phù hợp.
Week 3 ≈ 14 days before	Urgency	Quyết định có cần thêm incentive hay không.	Countdown, reviews, FOMO, remaining spots, final ad push.	Confirm inventory, supply, gifts và décor.
Week 2 ≈ 7 days before	Final Preparation	Confirm staffing, booking capacity và customer experience.	Daily Story / reminder, final email/SMS, last-minute booking push.	Set up décor, prepare gifts, confirm appointments, review service flow.
Week 1 Event Week	Execute + Capture	Monitor execution, revenue và team performance.	Capture photos/videos, post live content, highlight client experience.	Deliver service, upsell appropriately, rebook và xin review.
After Event	Follow-Up + Review	Review revenue, bookings, ROI và lessons learned.	Thank-you content, recap, review request, retargeting, performance report.	Follow-up khách, rebooking, referral và thu thập feedback.

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