As a resource for women who want to combat weight loss naturally, the BeBalanced Hormone Weight Loss Centers franchise was entering a high growth period with plans to open 5-10 new locations around the U.S. within a year. RPR was asked to utilize our experience with multi-unit, multi-regional companies to create an aggressive PR campaign that would engrain the BeBalanced brand into each of their new markets and position their teams as experts in the art of natural hormone balancing.
STRATEGIES + TACTICS
Because the new BeBalanced Centers were slated to open in small, suburban towns, RPR took a hyperlocal approach with customized grand opening plans for each location that focused on both local and national media relations and included a tailored cause marketing campaign to align the new centers with a well-respected, on-brand charity or cause in their area. RPR provided support to the franchisees to donate a portion of the center’s initial sales to their charity partner or execute another event benefiting them that resonated with their local community.
RPR managed openings for 10 BeBalanced Centers in Indiana, Texas, Minnesota, Pennsylvania, North Carolina and Florida in 2017. Through targeted media outreach, our team secured an average of 8 million media impressions per market in national outlets like USA Today and Women’s Health as well as local publications such as The Tennessean, Florida Times-Union and OutreachNC Magazine.