By taking quick action and leveraging ongoing newsjacking opportunities, Dittoe PR secured key features in preferred local digital and broadcast media outlets both while the retreats were closed and, in the days, weeks, and months following the reopening. In fact, health and safety practices were leveraged in media efforts spanning from the reopening in June 2020 through February 2021.
In total, Dittoe PR secured:
- 24 reopening-related media hits
- 2,937,695 total impressions
- $247,063 total ad value
Managing a $500 per month advertising budget, Dittoe PR’s paid advertising efforts in the three months following the retreat reopening reached more than 223,000 users in Central Indiana, resulting in:
- 893 link clicks
- 4,322 engagements
- 26,015 video views
Combined with paid ads, organic social media efforts also attributed to incredible growth in the year following the statewide shutdown. When comparing February 2020 to February 2021, Massage Heights Indianapolis saw a 32.3% increase in followers, which translated to a 118.7% increase in impressions and a 114.5% increase in total engagements. As of June 2020, the average engagement rate across all five Massage Heights Indianapolis social media accounts saw a 37.5% increase.
Now, as we enter our third year together, we’ve taken on the latest challenge from the Massage Heights team: leveraging strategic social media and media relations efforts to recruit experienced massage therapists and staff in order to meet guest demand.