Learn best social media and PR practices to drive new store success for your business.

1. Jessica Nuñez
President
@NunezPR
Best Practices to Drive New Store Success

2. Nuñez PR Group, Copyright 2014
New Store Opening Goals
• Generate maximum awareness
• Engage customers in a big way
• Streamline marketing efforts
• Change perceptions

3. Nuñez PR Group, Copyright 2014
Brand Solutions
• Combine social media and local PR
• Utilize relevant social media platforms
• Center around a big idea
• Garner online consumer engagement
• Incentivize visits
• Know what’s next

4. Nuñez PR Group, Copyright 2014
Brand Solutions
Driving New Store Success

5. Nuñez PR Group, Copyright 2014
Target Audiences:
•People who practice healthy living
•Affluent, educated women
•Professional men and women

6. Nuñez PR Group, Copyright 2014
Strategy:
•Implement localized Facebook campaigns
•Establish SM engagement and word-of-mouth
•Secure features with top-tier media/influencers
•Invite media/online influencers for lunch

7. Nuñez PR Group, Copyright 2014
Results

8. Nuñez PR Group, Copyright 2014
Local Market Results
• +6.2M geo-targeted FB impressions
• +4.7M local media impressions
• 47% of entrants shared FB tab
• 121% increase in fan engagement
• 1,370 entrants / email sign ups
• 4,247 new likes
• 51% organic growth
• $.50 cost per fan
• 288 Foursquare check-ins

9. Nuñez PR Group, Copyright 2014
Key Takeaways:
The campaign, now in its third year, helps Zoës
build on its relationship with local customers and
drive future visits:
•Existing fans fuel online campaigns
•Multi-layered campaigns effectively build
relationships and loyalty with local customers
and drive regular store visits

10. Nuñez PR Group, Copyright 2014
Key Takeaways:
•Generated more than 30 million local media
impressions annually
•In 2013, Zoës acquired +15,000 new Facebook
fans solely through new store openings

11. Nuñez PR Group, Copyright 2014
Objectives:
•Generate excitement and high awareness
•Educate Dallas shoppers about Belk and the
meaning of Modern. Southern. Style.
•Position brand among discriminating shoppers
•Establish goodwill
Planting a Flagship in Dallas

12. Nuñez PR Group, Copyright 2014
Target Audiences:
•Business and fashion media
•Fashion and style influencers
•Young women
•Moms and families

13. Nuñez PR Group, Copyright 2014
Strategy:
•Generate a steady stream of publicity within:
Fashion, Business, Community
•Form ties with top fashion and style influencers
•Create live fashion events
•Develop community partnerships

14. Nuñez PR Group, Copyright 2014
Results:
•+46 million media impressions in less than
seven months
•Generated more than $125K in publicity value
•Attracted more than 2,200 media, influencers,
shoppers and new Belk fans to GO events

15. Nuñez PR Group, Copyright 2014

16. Nuñez PR Group, Copyright 2014
Q&A