Client
Year
Deliverables
Earned Media
Owned Content
Shared Content
Paid Media
Event Marketing
Situation
In 2024 we celebrated 60 years as Michigan’s longest-standing integrated communications agency. This milestone also marked the completion of an ownership transition to CEO Tina Kozak, officially establishing Franco as a women-owned business.
While our roots are in public relations, we have evolved into an integrated communications agency serving B2B, B2C and nonprofit clients locally, nationally and globally and with a variety of paid, earned, shared and owned strategies and programs. The anniversary presented an opportunity to celebrate our history while positioning us for future growth.
Approach
We designed the campaign for Franco’s 60th anniversary to honor our legacy while embracing a forward-focused vision. The year-long integrated communications plan highlighted our growth, core values and industry leadership with a blend of branding, storytelling and engagement across paid, earned, shared and owned media channels, including:
- Creative Branding: A blend of vintage elements from 1964 with modern design representing our history and future.
- Earned Media: Pitched stories focused on our evolution as a women-owned business securing coverage in metro Detroit and national trade media.
- Owned Content: A 60th anniversary video, an anniversary landing page, themed email newsletters and podcast episodes featuring alumni and client stories.
- Shared Content: Social media posts on LinkedIn, Facebook and Instagram including alumni spotlights, milestone posts and video reels.
- Paid Media: Digital ads on Google and LinkedIn targeting high-intent and passive audiences.
- Event Marketing: Hosted a PRSA Detroit event at our office featuring discussions on navigating legacy and innovation.
Through this approach we connected our history to our present and future reinforcing our people-first philosophy and commitment to relationships.
Results
Through storytelling, strategic planning and creative execution, we celebrated our milestone anniversary while growing our visibility, connecting our history to our future and reinforcing our people-first philosophy and commitment to relationships.
Visibility and Reach
- 217,300 total impressions across social platforms (+33% YoY)
- 60th anniversary landing page generated 28,000+ views with a 77.8% engagement rate
Social Media Engagement
- 7,750 reactions, 676 comments and 444 shares on social media
- 4.27% cross-channel engagement rate
- Active engagement from alumni, clients and community partners amplified key messages
Paid Media Impact
- Google ads delivered 24,288 clicks (+86% YoY) and 1.64 million impressions (+182% YoY) with a 50% reduction in costs
- LinkedIn ads generated 1,329 clicks and 191,000 impressions
Earned Media Impact
- Secured coverage in Crain’s Detroit Business, Dbusiness Magazine and PR News Online
Qualitative Feedback
- We received several pieces of positive feedback (via email and in person) about our campaign, storytelling efforts, and specifically, the way we highlighted alumni.
Most importantly, the campaign united Franco’s community across generations.
Through creative storytelling, the campaign reinforced that our greatest strength has always been, and will always be, the people who shape our story – just as they have for the past 60 years.
