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case study: TIDE DRY CLEANERS

Introducing a National Brand Concept at the Local Level

$10,000 REVENUE GOAL

Reached at Each Grand Opening

The Challenge

Procter & Gamble needed help introducing a new concept — Tide Dry Cleaners — to consumers in local markets with a corporate goal of bringing in $10,000 revenue at each grand opening. Additionally, it needed to communicate that each location was locally owned and operated.

The Solution

We created highly targeted, multi-channel marketing campaigns to promote each store’s grand opening events, in addition to coordinating all details and providing on-site management of the event. The campaign introduced the local owner of a Tide Dry Cleaners franchise to the community as its “mayor” and communicated points of differentiation that Tide Dry Cleaners provides to its customers.

The Results

Franchisees got off to a strong start by creating quality touchpoints with customers and prospects. The campaign met or exceeded each location’s $10,000 goal.