Fish was challenged with educating Mr. Appliance’s target consumer audience about the brand’s services and its mission to create encore experiences that customers can share with others. In order to raise brand awareness amongst consumers, Fish needed to inform national and local media on not only who Mr. Appliance was but what they stood for and why the brand was a leading franchisor. In addition to consumer brand awareness, Fish was also charged, as a secondary goal, with informing media why Mr. Appliance was a strong investment in order to drive development.
Fish recognized that while fixing appliances wasn’t especially newsworthy, home improvement/repair tips and life hacks were getting a lot of media attention. Using Mr. Appliance’s blog and executive team members as resources, Fish developed creative and timely consumer ideas, weaving franchise development stories into the media angles. Media angles included tips on preparing your appliances for hosting a holiday party, spring cleaning tips and tying kitchen safety to National Fire Prevention Week. These timely and trendy angles allowed Mr. Appliance’s technicians to be positioned as experts in the appliance industry.
Fish was able to insert Mr. Appliance executives and local franchisees into national and local consumers media stories resulting in a myriad of top-tier placements. Highlights include Delta Sky, Realtor.com, Entrepreneur, Colorado Springs Gazette, Fresno Business Journal, Fresno Bee and Tulsa World. Fish has successfully introduced the Mr. Appliance brand to national and local media that may have otherwise not known about the brand.