Par-T-Perfect had a social media policy in place that instructed their 25 franchisees to not use any online tools and not participate in online discussions for fear it could damage the brand’s reputation. But their more progressive (and younger) franchisees knew the power of engaging with their customers online and started establishing Facebook fan pages and Twittering. Par-T-Perfect knew it was time to revise their policy as well as start a corporate blog so they tasked Limelite to help them do both.

The company also wanted to generate more public awareness about their growing franchise opportunities as well as increase the profile on the services they provide. So they employed Limelite to also earn the company media coverage in outlets across Canada.

We conducted an audit of the Par-T-Perfect community, developed a Social Media Plan for the entire organization (franchisees + HQ) including social media guidelines, and conducted an online & teleconference instruction session so that franchisees were familiar with the plan and engagement ‘best practices’.

In order to launch a blog, we created a blog framework that included goals, key design elements (based on a WordPress platform), writers’ post guidelines and best practices, policies; provided feedback on the design layout, and developed a year-long blog editorial calendar.

Simultaneously, Limelite developed a two-pronged strategy to garner coverage for Par-T-Perfect in traditional and e-media outlets. The first was a business strategy and the second was a content strategy; with each strategy focused on different outlets / reporters / sections-beats.