Tag Archives: Steel Market Development Institute

Franco On the Town – March Edition

In March, the Franco team could be found learning, engaging and traveling.

Tina K. and Elizabeth attended the EdelTrust Breakfast to discuss the results from this year’s Trust Barometer. The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents in 28 countries to examine trust in government, business, nongovernmental organizations, media and more.

EdelTrust Breakfast

Erica, Mary and Andrea welcomed Eastern Michigan University’s PRSSA to Detroit for a tour of the Franco office.


Team Franco survived Daylight Saving Time with a little help from our trusty friends at Starbucks.

Daylight Saving Time Starbucks

Franco celebrated St. Patrick’s Day with an Irish themed lunch and lots of green.

St. Patricks Day

While the team celebrated St. Patrick’s Day, Tina S. snapped this perfect picture from the balcony of Hayworth-Adams Hotel while she attended the Western Automotive Press Association gala with the Steel Market Development Institute.

Western Automotive Press Association gala

Tina K. moderated The Tale of Our City: PR’s Role in Detroit’s Revitalization panel hosted by Wayne State University and Michigan State University.

Tale of Our City

While Tina moderated, Erica set up shop at the internship fair hosted by Wayne State University PRSSA at The Tale of Our City to speak to college students about Franco.

Wayne State University internship fair

Sarah and Marie made an appearance at Vinotecca’s monthly wine dinner, featuring Girard Winery, where they learned about different types of wines and food pairings.

Vinotecca wine dinner featuring Girard Winery

Lauren and Ann Marie helped IBAS Brewery host Yelp Detroit for a brewing event. Guests spent the day brewing a Belgian Tripel and in just a few short months, the 9 gallons of man-made beer will be ready for at-home enjoyment.

IBAS Brewery

Pat interviewed Jeff Zaleski of PricewaterhouseCoopers  at the Belle Isle Aquarium for the Belle Isle Conservancy Grand Prixmiere welcome video.

Belle Isle Aquarium

Andrea coordinated The Salvation Army Emergency Disaster Services Director, Chuck McDougall interview on CW50’s Street Beat.

CW50 Street Beat

Mary ended the month by attending her first IABC Detroit event, The Power of Storytelling. Not only did she learn a thing about what makes a good story, but she found time to live tweet the event from Franco’s Twitter account.


Service Spotlight: Influencer Relations – Part 1

Call it what you will – native advertising, pay-to-play, brand ambassadors or word-of-mouth marketing, but there’s no denying influencer relations is a powerful marketing tool. According to a recent Forbes article, “Businesses make $6.50 for every dollar invested in influencer marketing.” I don’t know about you, but in my book that is a slam dunk in terms of ROI. I can’t think of anything else that gives you a 650 percent return on investment, can you?

Businesses are making $6.50 for every $1

What is an influencer program?

This type of marketing dates back to the old PR adage about third party endorsements. It’s not enough to say great things about your brand or product; you need other people to endorse you as well. This is one of the basic tenants of public relations and influencer programs can help take that a step further.

Influencer programs can take many shapes and are completely customizable to your client or product. They can include inviting bloggers to a restaurant soft opening, sending people products to review, inviting niche influencers to a VIP experience or paying influencers to create content on behalf of your brand. Influencer programs are also great to help seed new content. For example, say your brand has a small social media following, but you want to launch a contest. Why not work with influencers to help promote the contest for you? They can reach a broader audience and help share your message.

How to find influencers

Once you decide to launch an influencer campaign, you have to find the right influencers to help promote your message. There are a number of different ways to do that depending on the type of campaign. For larger brands and campaigns you can work with an influencer network like Tap Influence or Clever Girls Collective. These companies find influencers for you based on your target audience and desired reach. They are responsible for contacting each influencer, managing the program, following up with influencers and taking responsibility for payment. This makes it easy and turnkey especially if you have a lot of moving parts to your campaign.

You may also have a niche campaign where you are looking for a specific type of influencer. Franco worked with a niche blogging group in February for a campaign with the Steel Market Development Institute  (SMDI). SMDI was sponsoring the Folds of Honor QuikTrip at the Atlanta Motor Speedway  and was trying to plug into the racing audience.

folds of honor

Franco recommended an influencer program to invite people to the race and educate them about the benefits of steel. Since Folds of Honor is an organization that supports military families, we focused on that audience for the program. Enter MSB New Media, an influencer network for military wives with a fantastic reach in a niche audience. We also launched a #StrongLikeSteel photo contest to engage the military audience at this event. You can read more about the campaign here.

Strong Like Steel Graphic-compressed

Stay tuned for the second part of this series where I share my tips for working with influencers.

Elizabeth Robbins-Sabourin is an account manager at Franco Public Relations Group. You can reach her at (313) 567-5029 or sabourin@franco.com. Follow her on Twitter @DetroitDuchess.