J’s had a Facebook page and Twitter account, but these were underutilized assets. Alexander and Associates immediately set about boosting the Facebook page profile with events, photos and relevant content. We also set up a Vine account.
Alexander and Associates seeks out publicity opportunities for our clients and combines these with traditional media and social media. For example, our work for Clothesline Cleaners, won an award for its social media campaign from the Methods for Management Conference Success 2010 in Florida.
Here’s an example of how we helped Clothesline. First, in 2011, we hooked up Clothesline with Dress For Success Treasure Valley, which collects professional clothing for disadvantaged women and was holding a clothing drive in conjunction with Office Team. Clothesline collected many women’s suits and even some men’s suits.
A and A then connected Clothesline with Boise Rescue Mission Ministries, which has a program to help homeless men enter the workforce – and its own well-developed social media and publicity apparatus. After some work with the Mission’s media staff, we arranged to have Clothesline collect men’s professional clothing for the month of November and we drafted news releases to publicize it. With the cooperation of the Mission, we got some coverage in the Idaho Statesman and KTRV 12 at the kick off and during the clothing drive.
We set up an event for Dec. 1 to hand the clothing over to the Mission and requested Mission representatives and a Mission resident attend to answer media questions . With some judicious and persistent follow-up, we were able to persuade KTRV and KTVB – Idaho’s largest news source – to attend the handover, with KTVB devoting more than two and a half minutes to its broadcast. We finally collected about 750 items of clothing, providing a great backdrop at Clothesline’s Boise shop.
We started a parallel social media campaign in November, while Clothesline used its emailing list of several thousand customers to help get the word out. Clothesline also brought in Steve Reeder of the local Tom James haberdashery to publicize the drive to his clients. The Mission distributed to the release and assisted with getting publicity. Each party had some kind of publicity assets and put them to work.
We took our own video and will put that up on Clothesline’s YouTube page. Between the last few days of November and December, our weekly Facebook page visits increased by 10 percent and wall comments increased by one-third, and we believe it is attributable to the social media and news media push.
McCracken reported that about a dozen customers that hadn’t used his services in a while called his store on Dec. 2, saying they saw TV news program that morning, or the night before, and that reminded them they needed to get some stuff cleaned.