thing big: creative social media campaigns

#ThinkBigSocialPanel

Deb Evans, CFEFranchise Foundry

Alissa Ramsay, CFEMilliCare Textile and Carpet Care

Taylor Hulykre:group

Haley HughesPinot’s Palette

MilliCare Textile & Carpet Care• Celebrating 20 years as a franchise• 83+ Franchisees worldwide• Business to Business• Revolutionary Service• Research• Process• Skilled Professionals who CARE

#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

Challenges

• Mature network• High profile clientele • Co-Branding• Target demographic• Community service private and personal• Network participation • Starting from scratch


Objective

• “People do business with people they know, like and trust.”

• Communicate our culture of generosity and care• I Care. We Care. milliCARES.– Employees– Communities– Environment– Facilities– Relationships


Internal Example


Benchmark

• Jersey Mike’s Day of Giving • IFA’s Franchising Gives Back • Vanity Fair Hollywood Issue


Campaign

• Definition of CARE• #milliCARES• Month of CARE• Feature stories from the network• Client testimonials• Case studies• Video, photos, long and short stories


Results


Meet re:group!


Introducing Pet Supplies Plus• Pet Supplies Plus is the third-largest

retailer of pet supplies in the United States.

• It is the largest pet supplies franchise, with over 300 locations in 25 Eastern states.

• It’s known as “America’s Favorite Neighborhood Pet Store.”


The Problem


The OpportunityTo unveil opportunity, always ask yourself these questions:• What are we trying accomplish as a

business?• How can we support that using

social media?• How will we track performance?• Think about things like:

– If I were a customer, why would I shop with us?

– What makes us better or different than our competitors?

– What do we want to communicate?


The Solution


Taylor Hulyk

Add a whole bunch of pet photos here.

Your Pet is a Star


Taylor Hulyk


Be Our Neighbor Contest


Taylor Hulyk


New Year’s Resolution Pet Shaming Contest


Taylor Hulyk


The Results


With these three initiatives alone, we collected over 6,000 neighbor photos to support ongoing social content creation efforts.

Also led to:• Social community growth (i.e. You will get regular content from our brand that will

encourage purchasing behavior at our stores)• Brand awareness (i.e. We have stores; you should come to them!)• A focus on “neighborhood”—a brand value (i.e. We care about you!)• Highlighting emotional connection between neighbor and pet—making them the

foundation of the brand (i.e. You and your pet are what matters to Pet Supplies Plus; be our neighbor…for life!)

Taylor Hulyk


Pinot’s Palette

• An entertaining night out where you Paint, Drink and Have Fun.

• Over 100 studios across the USA• Entrepreneur Magazine– Franchise 500: 2014/2015– Fastest-Growing: 2014/2015– Top New: 2013/2014/2015


Game Changers

• Local studios utilize social media platforms• Facebook rules– Only 2% of a business’ “followers” actually will see

posts– Engagements will increase visibility


Increase Engagement Local Level

• Market Research – what is your customer talking about?

• Inclusive- include the customer in the decisions making

= Mascot naming contest


Social Media Contest• Nationwide contest, Third party app – Wishpond

• Advertised through social media and email• Driving engagement locally and nationally• Phase 1: Submit a name• Phase 2: Have others vote on your name • Winner received 2 free seats, a shirt and wine

tumbler

Results"The coloring on the pig made me think of marks from a paint brush. I just love Pinot's Palette and I adore pigs! What a great combo!" - Ramona Beshvan, Chicago

"As with an incredible, rare work of art, this little cutie is "Priceless". - Amber Lucas, San Deigo

“Pinot's is all about giving us ordinary people a chance to be an artist and making us feel like we did our own masterpiece! " -Liz Simon, New York


• Increased engagement by 300% for new studios• Increased engagement on average 75-200%• Execution & Cost – Wishpond App ($150), Animoto ($10)

Results


Thank you!

Deb Evans, CFEFranchise Foundry

Alissa Ramsay, CFEMilliCare and Textile and Carpet Care

Taylor Hulykre:group

Haley HughesPinot’s Palette

thing big: creative social media campaigns

Marketing