Building brand awareness
CannyInsights.com is working with Sunlite Dry Cleaners on an ongoing basis, helping to build and manage its online presence and social media.
Formerly part of a bigger corporate (under the previous brand of Sunlight), Sunlite became an independent, family-owned business in May 2016, with its headquarters in Whitley Bay and an estate of eight shops (Low Fell, Newcastle, North Shields, Sunderland, Gosforth, Heaton, Four Lane Ends, and Whitley Bay).
Though the brand has a long heritage, and was well known across the North East, it had never been active on social media under its previous owners.
— Graham Soult (@soult) September 20, 2017
Hence, the new owners were keen to build up this online presence using Facebook and Twitter, in order to promote awareness of Sunlite’s shops and services (which include, for example, laundry and alterations, as well as the core dry cleaning).
— Sunlite Dry Cleaners (@SunliteDryClean) May 31, 2017
We have worked with Sunlite to develop a social media marketing plan, and create quality content – using lovely images, videos and engaging storytelling – to share across its social networks. Many posts focus on Sunlite staff, and what’s happening in the branches and surrounding areas, to reinforce the message of Sunlite being rooted in the communities in which it operates.
We're so excited about our current 5 shirts washed and ironed for £7 offer – available at any Sunlite branch during March and April – we made a little video starring our very own Abbie from the #LowFell shop! pic.twitter.com/p4fisUjWBN
— Sunlite Dry Cleaners (@SunliteDryClean) March 20, 2018
Part of our role is to also make sure that reviews and comments are responded to, and queries answered, in consultation with the in-branch staff.
Most recently, Sunlite has opened its first branch outside the North East – in Harrogate – so we have been using Twitter and Facebook to build awareness of the brand among potential customers in North Yorkshire, and to foster new connections with other businesses and influencers in the Harrogate area.
We opened our first #Yorkshire branch, in #Harrogate, back in September! Find out more about the shop, our lovely manager Rhonda and our talented tailor Zeb in our latest Facebook post https://t.co/QAZGoNSQ5J pic.twitter.com/wjVRsVIuUj
— Sunlite Dry Cleaners (@SunliteDryClean) February 27, 2018
We have applied similar techniques to promote the opening of further new branches, this time under a “Sunlite at Morrisons” fascia, in Keighley and Consett.
We were delighted to open our new branch inside #Consett @Morrisons last week! Here's a video with more details of where and when to find us – plus one or two of the other things that make Consett special 😀 pic.twitter.com/MtDGsxIBSH
— Sunlite Dry Cleaners (@SunliteDryClean) April 10, 2018
Compared to other retail businesses, Sunlite provides services, such as dry cleaning, that many customers may only require occasionally. Therefore, the overarching aim of the digital marketing campaign is to make sure that Sunlite is immediately top of mind when a customer in the North East or Yorkshire has a requirement for any of the services that it offers.
This message seems to be getting through, with an increase in enquiries via the Sunlite Facebook page, and growing numbers of customers in branch mentioning things that they have seen on Sunlite’s social media.
Updated 15 April 2018
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Keen to get your business active on social media, but not sure where to start or what to focus on? Get in touch and let’s have a chat about how we can help.