Bringing a National Blowout Brand to an Upscale Indiana Market

When Drybar opened its Carmel, Indiana, location, the goal was clear: establish immediate brand awareness in a competitive, affluent suburban market; fill the appointment book from day one; and build a loyal local following that would sustain the business long-term. Dittoe PR was brought in to own the integrated communications strategy from pre-opening through ongoing operations.

Pre-Opening + Grand Opening

• Developed and managed Drybar Carmel’s social media presence, building an audience and driving anticipation ahead of opening day.
• Identified and secured local influencer partnerships, inviting Indianapolis-area lifestyle, beauty and fashion influencers to experience the brand ahead of the public launch.
• Supported the planning and execution of a VIP/influencer grand opening event, creating an exclusive, shareable experience that generated real-time social media buzz.
• Executed a targeted local PR campaign, securing coverage in Indianapolis and Carmel-area media outlets to drive awareness among potential customers.
• Launched digital advertising campaigns to drive appointment bookings and in-store traffic.

Post-Opening + Ongoing

• Continued social media management and content strategy execution to sustain engagement and grow the local audience.
• Maintained influencer relationships to generate consistent organic content and word-of-mouth.
• Sustained earned media outreach to keep Drybar Carmel visible in local press.
• Optimized digital advertising to maximize ROI on ongoing bookings and promotions.

Grand Opening Performance

Ongoing Impact

• 4 months of sustained social media growth post-opening.
• Consistent earned media coverage maintaining brand visibility in the Indianapolis market.
• 72+ total influencer posts generated, for a total of 1M+ impressions.

Launching an Independent Bridal Boutique in a Competitive Wedding Market

Hailey Nicole Bridal opened its doors in Noblesville, Indiana, as a boutique bridal shop committed to offering an elevated, personalized bridal experience. In a market where brides have no shortage of options, standing out required more than a sign on the door — it required a strategic communications effort that would generate genuine excitement, drive appointments, and position the boutique as the premier destination for brides in the greater Indianapolis area.

Dittoe PR developed and executed a fully integrated communications launch strategy to ensure Hailey Nicole Bridal opened with a busy appointment book and a strong social media following.

Pre-Opening + Grand Opening

• Built out and managed Hailey Nicole Bridal’s social media presence from the ground up, cultivating a bridal-focused audience before opening day.
• Curated a roster of local wedding and lifestyle influencers for a pre-launch VIP experience, creating shareable content that introduced the boutique to thousands of potential brides.
• Planned and executed a VIP/influencer grand opening event, bringing together key target audiences for an exclusive preview of the boutique.
• Secured local and regional media coverage to establish Hailey Nicole Bridal as a notable new addition to the Indianapolis-area wedding scene.
• Launched targeted digital advertising campaigns reaching brides actively planning weddings in the Indianapolis and surrounding markets.

Post-Opening + Ongoing

• Continued social media content strategy and account management to grow the brand’s following and drive ongoing appointment bookings.
• Sustained influencer partnerships to generate a regular cadence of organic, authentic content.
• Maintained PR outreach for seasonal stories and feature opportunities.
• Ongoing digital advertising management to drive consistent appointment traffic.

Grand Opening Performance

Ongoing Impact

• 252 appointments booked in total, with 57 bookings directly attributed to the advertising campaign.
• 8,943 total clicks from ads, Google Business Page, and Social Media throughout the partnership.
• 22 earned media placements in local and regional outlets reaching 4.5M+ readers/viewers.
• 35 influencer posts generated, reaching nearly 350,000 followers.

An Integrated Approach Built for Retail

A successful grand opening is more than a single moment; it’s the result of weeks of coordinated strategy across every communications channel. And the real measure of success isn’t just who walks through the door on opening day, but how many of them come back.

Dittoe PR brings together PR, social media, influencer marketing, events and digital advertising under one roof, allowing us to deliver a seamless, cohesive program that builds excitement before you open, drives traffic on launch day, and sustains momentum for the long haul. We know the Central Indiana market, we have the media and influencer relationships, and we know how to make your opening an event people talk about.