WXYZ stops by to catch the opening of the Franklin Cider Mill
The Franklin Cider Mill saw remarkable success this year thanks to a well-executed media strategy that leveraged its heritage appeal, unique offerings, and strong community ties. Key elements included:
Engaging Content: The mill highlighted its historic charm, seasonal traditions, and signature products like freshly pressed cider and warm donuts through visually appealing and shareable social media posts.
Targeted Media Campaigns: Collaborations with local influencers, food bloggers, and family friendly platforms helped to reach a broader audience and position the mill as a must visit destination for fall activities.
Community Approach: Media efforts emphasized the mill's role as a community staple, spotlighting local partnerships, events, and its commitment to sustainability, which resonated with both loyal customers and new visitors.
Seasonal Exclusivity: The mill's seasonal operations were effectively marketed as a "limited time only" experience, creating urgency and driving foot traffic.
Expanded Digital Reach: Increased investment in digital ads and a robust email marketing campaign ensured that their promotions reached both new and returning customers, while their online presence made it easy for customers to plan visits.
Positive PR: Features in local news outlets and mentions on regional television helped build credibility and brought in visitors from across Michigan.
By blending traditional values with modern media tactics, the Franklin Cider Mill successfully grew its customer base while reinforcing its reputation as a beloved autumn destination.
AUDIENCE REACH
National TV: Reached 6,870,778 viewers, building nationwide awareness of the brand.
Local TV: Reached 1,911,330 viewers, strengthening its connection with local audiences.
Radio: Reached 100,037 listeners, reinforcing community ties and engaging local listeners.
Online + Print: A massive reach of 454,828,973 demonstrates the campaign’s dominance in digital and traditional press channels.
Social media: With 842,200 followers, the campaign connected directly with a loyal and engaged online audience.
publicity value
National TV Publicity: Valued at $813,457, highlighting strong exposure and cost efficiency on major networks.
Local TV Publicity: Valued at $428,326, affirming its role as a local favorite.
Radio Publicity: At $256, this cost-effective medium added a local touch.
Online + Print Publicity: Generated an impressive $4,552,696, showcasing digital and print media as the most valuable platforms.
Social Publicity: Estimated at $21,056, emphasizing its grassroots impact.
KEY TAKEAWAYS
The campaign’s total publicity value exceeded $5.8 million, demonstrating extraordinary ROI on its media efforts. Digital and print media proved to be the largest contributors, followed by national TV. A well-rounded approach, balancing national and local coverage, created a robust brand presence and drove both local foot traffic and broader recognition.