Massage Heights - body + face

Knowing our initial priority was to increase traffic at our Carmel location, Dittoe PR developed and executed a comprehensive social media plan that created real business results. As our goals and initiatives evolve over time, Dittoe PR is right there, developing new ideas and strategies to ensure we are always reaching and engaging our target audiences. They have truly become an extension of our team.

—Cristina Goebel, Franchise Owner

Dittoe Public Relations Navigates New Normal for Locally Owned Massage Heights Franchise

The Challenge

Massage Heights Franchise Owners Cristina and Matt Goebel approached Dittoe PR in the fall of 2018 with the goal of increasing foot traffic with first-time guests and retention for existing guests at their two Massage Heights retreats in Central Indiana. A year and a half later, with three total retreat locations across the northern suburbs of Indianapolis, the husband-and-wife team presented us with a new challenge.

Like many businesses, Massage Heights Indianapolis was forced to shut down in March 2020 as the novel coronavirus pandemic halted most of the United States. With no idea how long they would be forced to close their doors, they turned to our team to keep them top of mind. Then, as each retreat reopened per local mandates and guidelines, a once booming business needed to convince guests of their safety when coming in for such a hands-on service.

Our Solution

Overnight, Dittoe PR’s social media team sprang into action to tailor our organic and paid social media strategy to “the new normal.”

In the weeks the retreats were closed, our top priority was to create social media content that continued to provide value to followers while quarantining at home. Because of the rising stress and anxiety levels among Hoosiers and the nature of Massage Heights Indy’s business, our strategic approach focused on sharing at-home self-care practices via social media and through local thought leadership opportunities. Our team also worked in tandem with Massage Heights’ corporate marketing team to brainstorm video content that would both educate and keep the brand top of mind among followers nationwide.

Located in neighboring counties, each of the retreats had to follow varying local mandates as well as corporate guidelines for reopening. Our team monitored the local news cycle and worked closely with Massage Heights Indy to craft messaging surrounding the health and safety guidelines in place for team members and guests.

Our approach included a combination of proactive local broadcast media outreach, targeted organic messaging, and paid social media campaigns, as well as partnerships with local social media influencers.

Results

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.

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