Client
Year
Deliverables
Event Management
Influencer Relations
Media Relations
Social Media
Short-form Video
Situation
The Franco team was tasked with promoting the grand opening of the new Novi Thrift Store for The Salvation Army Southeast Michigan Adult Rehabilitation Center (ARC) – the nonprofit’s 30th location in southeast Michigan.
The team took an integrated approach, coordinating full-scale media relations efforts, as well as pre-event and onsite social media support to help The Salvation Army Southeast Michigan ARC make a splash at its Novi grand opening.
Approach
Media Relations
Media relations efforts included pre-event media materials alerting local media to the new location, coordinating interviews in advance and inviting key television, radio and print media contacts to attend the grand opening and help spread the word.
Social Media & Influencer Relations
Social media efforts included pre-event promotional posts using photo and short form video content across Instagram, TikTok and Facebook, coordinating the attendance of 15 local influencers to attend and promote the event with their social platforms, as well as onsite support with live stories and a full content shoot.
Results
The Salvation Army Southeast Michigan ARC received more than 30 earned media mentions. This includes onsite interviews at the grand opening, as well as coverage from all four local television stations, Crain’s Detroit Business, Hometown Life, MLive, DBusiness, WWJ-AM, WSYM-TV and Patch.
The combined efforts of influencer relations and social media promotions contributed to spikes in social performance across all channels including:
- 899 new followers and a 294% increase in views on Facebook
- 215 new followers and a 279% increase in views on TikTok
- 104 new followers and a 364% increase in profile visits on Instagram
As a result of Franco’s coordinated promotional tactics, The Salvation Army Southeast Michigan ARC had a successful Novi Thrift Store grand opening with approximately 1,500 shoppers attending grand opening weekend.
@annarobbxo Good thrift spot !! @Salvation Army Thrift Stores #detroit #thrifting ♬ Intimidated – KAYTRANADA
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