La capsula Informativa: A Record-Breaking Year of Grand Openings for The Salvation Army Southeast Michigan ARC

The Novi Thrift Store, the ARC’s first new-to-the-community location since the South Lyon Thrift Store opened in 2017, features a boutique layout with everything from brand names and vintage treasures to daily essentials. To execute a proper community welcome, Franco focused heavily on local influencers and media to tell the story of the new store. 

Influencer relations: Coordination of 15 local influencers to attend and promote the event with their social platforms. 

Social media: Onsite live stories and a full content shoot and pre-event promotional posts using photo and short form video content across Instagram, TikTok and Facebook. 

Media relations: More than 30 earned media mentions, including coverage from all four local television stations, Crain’s Detroit Business, Hometown Life, MLive, DBusiness, WWJ-AM, WSYM-TV and Patch. 

Integrated communications efforts contributed to spikes in social performance across all channels, including: 

• 429 new followers and 1M views on Facebook
• 331 new followers and 78K views on TikTok
• 165 new followers and 52K views on Instagram 

The Sterling Heights Thrift Store relocated just a few miles from its former location. While not new to the community, the re-opening offered an opportunity to reintroduce the brand and excite long-time shoppers. 

Influencer relations: Coordination of 13 local influencers to attend and promote the “new” store with fresh excitement. 

Social media: Onsite live stories and a full content shoot and pre-event promotional posts to highlight the improved shopping space and behind-the-scenes looks at the move across Instagram, TikTok and Facebook. 

Media relations: More than 10 earned media mentions, including coverage from WJBK-TV, WDIV-TV, CBS Detroit and Macomb Daily. 

Integrated communications efforts contributed to spikes in social performance across all channels including: 

• 277 new followers and 1M views on Facebook 
• 679 new followers and 107K views on TikTok 
• 68 new followers and 46K views on Instagram 

The Washington location moved across the street into a slightly smaller space, causing community concerns that the new store would be converted into a boutique with a higher price-point. To correct the misconceptions, Franco developed messaging to manage expectations and spotlight the store’s continued variety and value. 

Influencer relations: Shifted strategy from fashion-focused influencers to seven local deal hunters, family content creators and resale enthusiasts. 

Social media: A full content shoot and pre-event promotional posts to emphasize family finds, affordability and deals to reassure loyal shoppers across Instagram, TikTok and Facebook. 

Media relations: Coverage included a feature story in Macomb Daily. 

Integrated communications efforts contributed to spikes in social performance across all channels including: 

• 291 new followers and 2M views on Facebook 
• 395 new followers and 85K views on TikTok 
• 63 new followers and 32K views on Instagram 

2025 marked a record-setting year for The Salvation Army ARC, with three successful store openings because of Franco’s integrated communications strategy and execution. Through a mix of tailored influencer engagement, proactive media relations and dynamic social content, the ARC achieved measurable growth in awareness, social following and in-store foot traffic, including: 

• 1,500 shoppers attended Novi Thrift Store grand opening weekend
• 1,435 shoppers attended Sterling Heights Thrift Store grand re-opening weekend
• 1,282 shoppers attended Washington Thrift Store grand re-opening weekend