Together with Alissa Ramsay (MilliCare Textile & Carpet Care), Haley Connor (Pinot's Palette) and Deb Evans (Franchise Foundry), a presentation at the International Franchise Association's 2015 annual convention in February 2015 on creative social media campaigns for franchise marketing.

2. #ThinkBigSocial
Panel
Deb Evans, CFE
Franchise Foundry
Alissa Ramsay, CFE
MilliCare Textile and
Carpet Care
Taylor Hulyk
re:group
Haley Hughes
Pinot’s Palette

3. 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

4. Challenges
• Mature network
• High profile clientele
• Co-Branding
• Target demographic
• Community service private and personal
• Network participation
• Starting from scratch
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

5. 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
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

6. Internal Example
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

7. Benchmark
• Jersey Mike’s Day of Giving
• IFA’s Franchising Gives Back
• Vanity Fair Hollywood Issue
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

8. Campaign
• Definition of CARE
• #milliCARES
• Month of CARE
• Feature stories from the network
• Client testimonials
• Case studies
• Video, photos, long and short stories
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

9. Results
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

10. Meet re:group!
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

11. 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.”
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

12. The Problem
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

13. The Opportunity
To 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?
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

14. The Solution
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

15. Your Pet is a Star
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

16. Be Our Neighbor Contest
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

17. New Year’s Resolution
Pet Shaming Contest
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

18. The Results
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk
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!)

19. 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
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

20. Game Changers
• Local studios utilize social media platforms
• Facebook rules
– Only 2% of a business’ “followers” actually will see
posts
– Engagements will increase visibility
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

21. Increase Engagement Local Level
• Market Research – what is your customer
talking about?
• Inclusive- include the customer in the
decisions making
= Mascot naming contest
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

22. 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

23. 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
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

24. • Increased engagement by 300% for new studios
• Increased engagement on average 75-200%
• Execution & Cost – Wishpond App ($150), Animoto ($10)
Results
#ThinkBigSocial: @DebCE, @AlissaRamsay, @HaleyCHughes & @taylorhulyk

26. Thank you!
Deb Evans, CFE
Franchise Foundry
Alissa Ramsay, CFE
MilliCare and Textile
and Carpet Care
Taylor Hulyk
re:group
Haley Hughes
Pinot’s Palette