Great Clips approached Fish to develop a PR strategy to announce its growth in the Mobile, Alabama, market and drive traffic to each of its grand opening events. Additionally, Great Clips asked us to provide recommendations for a local charitable partner and requested our help with establishing a relationship that could potentially extend beyond a single grand opening and evolve into a long-term partnership.
After reviewing the grand opening pipeline, which included a potential eight locations in and around Mobile over the next eight months, Fish established a relationship with the University of South Alabama (USA) Children’s & Women’s Hospital, a Children’s Miracle Network Hospital (CMNH) in Mobile. We worked closely with two local Great Clips franchisees, Great Clips’ corporate marketing team and hospital representatives to plan a one-day, three-salon Cut-A-Thon where sales of each haircut would be donated to the hospital.
Fish garnered significant local media coverage including a pre-event TV spot on the local FOX affiliate. During the one-day Cut-A-Thon, the three local salons reported more than 450 haircuts, raising more than $1,300 for USA Children’s & Women’s Hospital. The successful event ultimately set the stage for Fish to establish a long-term relationship between the Mobile-area franchisees and the hospital, and Great Clips plans to continue to support the cause at multiple grand opening Cut-A-Thons across the Mobile DMA throughout the remainder of 2016.