The Challenge: The MA and NH franchisee co-op was in search of a PR + marketing agency with extensive networks and contacts, media relationships, social media know-how, and successful relevant client experience to execute an all-encompassing hyper-regional campaign that blended PR, community relations, overall marketing strategy and digital influencer collaboration on behalf of the overall brand, each region their stores were located and their most important sales period of the year – Q4 and the holidays – with an emphasis that each store must be equally represented, and the PR + marketing strategy must be replicated (and in sync) within each market.
The Approach: DPA categorized franchisees into regions where each team member was responsible for deep dives on their philanthropic initiatives, while also creating strategic alliances with nearby businesses, events and organizations that would generate local and regional press coverage, along with new revenue opportunities. We also highlighted narratives such as healthy snacks, on-the-go snacks, and gift ideas for the holidays in our initial and follow-up pitches. Working with our thorough, curated list of digital influencers to visit nearby stores and while we crafted suggested posts for them, was an additional component to our traditional press efforts, especially when a few of the influencers held positions at media outlets on our target list.
Results: The president of the MA & NH co-op is on record saying that our strategy, tactics and execution resulted in an increase in sales month over month, and was a key reason why this initial Q4 2018 plan was extended through Valentine’s Day for PR and the end of February for social media. Highlights include coverage in the Boston Herald, Boston magazine, Eagle-Tribune, several local and regional weeklies, Phantom Gourmet on WBZ-TV Channel 4 and Inc. magazine’s roundup of holiday gifts which positively impacted Edible Arrangements locations across the country.
