Our intention was to communicate to our primary audience —our salon network—the value and difference that education will make to their businesses, and to increase attendance at Bb.U. The secondary audiences are potential partner salons, prospective employees, and the press.

We used clear and compelling statements, behind-the-scenes imagery, and testimonials and charts to illustrate the positive effect that education can have on the salon business. Multiple promotional pieces for Bb.U and its two schools were combined in one book; detailed course information and forms slip into the catalogue dust jacket.

The piece has been used as a marketing tool to increase participation at Bb.U, which since it’s launch in August 2004 has increased by 60%; as a prospecting tool to open new salons; and as a PR tool.