Shipley Donuts

Shipley Do-Nuts was experiencing a slowdown in qualified franchise leads and asked SPM to create a plan to drive out-of-state brand awareness. While on a status call, SPM learned that the company planned to open new states for potential development. SPM seized on this opportunity to create news and generate buzz in the new states as well as in existing Shipley markets.

• Developed PR plan and press release for wire distribution to amplify the news.
• Conducted targeted pitching with key messages about the Shipley brand, incentives for franchisees and growth data. 
• Identified major markets in each state for targeted pitching and leverage interactive map that listed all available markets.
• Developed key messages for local and national interviews and speaking opportunities to maintain a consistent message.