DL Lowry + Pence Media Group

For nearly 30 years, DL Lowry Salon has been a cornerstone of the Indianapolis salon community. Established by David Lowry in 1994 with a vision to transform the profession and redefine the salon experience, the salon has since earned its reputation as the city’s premier destination for exceptional hair care. DL Lowry is renowned for its award-winning staff, commitment to top-tier training and education, meticulous attention to detail, and outstanding customer service, all of which contribute to its esteemed position in the industry.

PMG has been privileged to serve as DL Lowry’s PR, Marketing, and Communications partner since 2020, growing revenue year over year.

“Partnering with Pence Media Group has been a tremendous experience.  Nicole and her team are experts in brand awareness, website design and public relations. They played a pivotal role in the launch of the new DL Lowry Salon location.  Working with Pence Media Group has been extremely beneficial to the growth of my business.” – David Lowry

Brand + Website Development

Pence Media Group played a pivotal role in revitalizing DL Lowry Salon’s brand identity by expertly updating their logo and implementing a contemporary brand guide. The PMG team created a modern, stylish logo that reflects the salon’s upscale, professional image while ensuring it aligned with current design trends. Alongside this, Pence Media Group developed a comprehensive brand guide that not only established a cohesive visual style but also provided strategic guidelines for maintaining brand consistency across all platforms. This transformation has helped DL Lowry Salon present a fresh and polished image, enhancing their market presence and appeal to a broader clientele.

Public Relations

Over the years, PMG has helped elevate the awareness and reputation of the salon through placing positive earned media coverage and crafting award nominations. These efforts garnered local and national media hits that put DL Lowry in front of a potential audience of over 3.6 million. Just a few stand out articles include an Indianapolis Business Journal article announcing the salon’s relocation, a Salon Today feature naming DL Lowry the Salon of the Year and an Award for Employee Education.

Photo + Video Production

PMG leveraged our own photo and video production expertise and brought in trusted partners to create visual assets that would distinguish DL Lowry Salon in Indianapolis. We managed production shoots to create fresh video and photo assets that support DL Lowry’s rebranding, PR, and marketing efforts. The “DL Lowry Difference” video was awarded a Telly award in 2022.

Social Media Management

PMG overhauled and enhanced the salon’s social media presence by implementing a dynamic and engaging strategy tailored to boost online visibility and engagement. We captured content on site to produce captivating Instagram Reels (15-60 seconds) monthly, utilizing trending audio and vibrant photo and video assets featuring the salon’s talented staff, loyal clients, and the new salon location. This approach maximized engagement and reach across multiple social media platforms. To ensure the content remained fresh and relevant, we conducted monthly planning meetings at the salon, and PMG’s Emily Sullivan went on-site to strategize and capture new visuals. This strategic approach fostered stronger connections with their audience, leading to increased visibility and new customers.

In 2023 DL Lowry was awarded a S.T.A.M.P. of Success from Salon Today Official’s Annual Marketing Program for a PMG-produced reel titled “Through Ryan’s Eyes.” The reel featured FOX59 Indy Now’s Ryan Ahlwardt, for a behind-the-scenes look at DL Lowry Salon’s client experience, produced, shot, and edited by Emily Sullivan.

To celebrate two years of DL Lowry’s first standalone salon location in 2023,  PMG’s Lexie Manor asked David and other stylists to reflect on all the DL Lowry team had accomplished since the new salon’s grand opening.

Influencer Marketing

Our team at PMG loves orchestrating special events, from grand openings to influencer engagements, handling every detail to ensure that each celebration effectively enhances our clients’ marketing efforts and captures their brand’s essence.

In 2023, DL Lowry Salon hosted an exclusive Galentine’s Day event for local influencers, offering them a range of pampering services, including hair treatments, makeup touch-ups, and facials. PMG integrated some of our other clients into this one-day celebration: Sweetgreen provided fresh salads for the influencers, Physique 57 Indianapolis distributed fitness swag, and would-be client Ease Color and Style offered color matching services. This influencer campaign resulted in a total follower reach of 177,497. 

Workspace 727

When DL Lowry Salon  unveiled its new co-working space in 2022, Workspace 727, situated directly above the salon, PMG was asked to brand the space and increase its online presence. This contemporary workspace has been thoughtfully designed to cater to the needs of today’s professionals, offering a dedicated environment for work, meetings, socializing, and creativity. PMG had the privilege of designing this new brand, ensuring it harmonized with the existing DL Lowry brand while maintaining a high level of sophistication. Our contributions included collaborating on the naming of Workspace 727, designing the logo and brand assets, conducting a detailed competitor analysis, developing and writing the new website content, and supporting the launch of this innovative coworking space to the public.

#Consideritdone with PMG! 

We’re honored to accompany our amazing clients in their successes. With expertise in branding, web, digital, content creation, and public relations, Pence Media Group would be honored to partner with your business to elevate your brand! Consider it done.