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A Record-Breaking Year of Grand Openings for The Salvation Army Southeast Michigan ARC

Client

The Salvation Army Southeast Michigan Adult Rehabilitation Center (ARC)

Year

2025

Deliverables

Influencer Relations
Social Media
Media Relations
Event Planning

Situation

After nearly two years without a store grand opening, The Salvation Army Southeast Michigan Adult Rehabilitation Center (ARC) experienced an unprecedented year in 2025 with not one, but three new store openings across metro Detroit.

This increase presented an opportunity for the Franco team to tailor influencer relations, social media and PR strategies to the unique needs of each community – Novi, Sterling Heights and Washington – while driving awareness and foot traffic to the new stores. 

Approach & Results

Welcome to the Neighborhood: Novi Grand Opening in February

The Novi Thrift Store, the ARC’s first new-to-the-community location since the South Lyon Thrift Store opened in 2017, features a boutique layout with everything from brand names and vintage treasures to daily essentials. To execute a proper community welcome, Franco focused heavily on local influencers and media to tell the story of the new store. 

Influencer relations: Coordination of 15 local influencers to attend and promote the event with their social platforms. 

Social media: Onsite live stories and a full content shoot and pre-event promotional posts using photo and short form video content across Instagram, TikTok and Facebook. 

Media relations: More than 30 earned media mentions, including coverage from all four local television stations, Crain’s Detroit Business, Hometown Life, MLive, DBusiness, WWJ-AM, WSYM-TV and Patch. 

Integrated communications efforts contributed to spikes in social performance across all channels, including: 

  • 429 new followers and 1M views on Facebook
  • 331 new followers and 78K views on TikTok
  • 165 new followers and 52K views on Instagram 

Reintroducing a Familiar Favorite: Sterling Heights Grand Re-Opening in April

The Sterling Heights Thrift Store relocated just a few miles from its former location. While not new to the community, the re-opening offered an opportunity to reintroduce the brand and excite long-time shoppers. 

Influencer relations: Coordination of 13 local influencers to attend and promote the “new” store with fresh excitement. 

Social media: Onsite live stories and a full content shoot and pre-event promotional posts to highlight the improved shopping space and behind-the-scenes looks at the move across Instagram, TikTok and Facebook. 

Media relations: More than 10 earned media mentions, including coverage from WJBK-TV, WDIV-TV, CBS Detroit and Macomb Daily. 

Integrated communications efforts contributed to spikes in social performance across all channels including: 

  • 277 new followers and 1M views on Facebook 
  • 679 new followers and 107K views on TikTok 
  • 68 new followers and 46K views on Instagram 

Addressing Community Misconceptions: Washington Grand Re-Opening in September

The Washington location moved across the street into a slightly smaller space, causing community concerns that the new store would be converted into a boutique with a higher price-point. To correct the misconceptions, Franco developed messaging to manage expectations and spotlight the store’s continued variety and value. 

Influencer relations: Shifted strategy from fashion-focused influencers to seven local deal hunters, family content creators and resale enthusiasts. 

Social media: A full content shoot and pre-event promotional posts to emphasize family finds, affordability and deals to reassure loyal shoppers across Instagram, TikTok and Facebook. 

Media relations: Coverage included a feature story in Macomb Daily. 

Integrated communications efforts contributed to spikes in social performance across all channels including: 

  • 291 new followers and 2M views on Facebook 
  • 395 new followers and 85K views on TikTok 
  • 63 new followers and 32K views on Instagram 

2025 marked a record-setting year for The Salvation Army ARC, with three successful store openings because of Franco’s integrated communications strategy and execution. Through a mix of tailored influencer engagement, proactive media relations and dynamic social content, the ARC achieved measurable growth in awareness, social following and in-store foot traffic, including: 

  • 1,500 shoppers attended Novi Thrift Store grand opening weekend
  • 1,435 shoppers attended Sterling Heights Thrift Store grand re-opening weekend
  • 1,282 shoppers attended Washington Thrift Store grand re-opening weekend
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