La capsula Informativa: How a Partnership with Detroit Lions’ Myles Adams Generated $61K for the Salvation Army ARC
Franco recognized the partnership as both a natural fit for the sports-themed pop-up and an opportunity to authentically connect with Detroit sports fans while driving additional foot traffic and excitement around the event.
The event was held May 16 at The Salvation Army’s Rochester Hills Thrift Store.
Franco led an integrated communications strategy designed to generate anticipation, maximize event visibility and create an exclusive in-store experience.
Social media
Franco developed a social-first promotional strategy centered around Detroit sports culture and fashion content across Instagram, TikTok and Facebook. Teaser videos, product previews and event-focused content were used to build demand leading up to the event.
The communications strategy also incorporated the Myles Adams social partnership, appearance and fan photo experience to help reach Detroit sports audiences and reinforce the exclusivity of the experience.
Influencer and partnership strategy
Franco coordinated and managed the partnership between The Salvation Army ARC and Myles Adams, aligning the athlete appearance with the event theme and target audience.
As part of the activation, Adams:
- Signed photos for the first 100 shoppers
- Participated in a meet-and-greet and photo opportunity at an ARC branded step-and-repeat
- Signed merchandise and interacted with fans throughout the event
Franco also developed a social engagement giveaway strategy to extend audience reach beyond the event itself. Shoppers attending the pop-up were invited to follow both The Salvation Army ARC and Myles Adams on Instagram and submit their handles for a chance to win thrift store vouchers valued at $200, $100 and $50.
To further drive engagement and authenticity, Myles Adams announced the winners following the event as part of the partnership collaboration.
The partnership helped position the pop-up as more than a thrift event, transforming it into a community experience designed specifically for Detroit sports fans.
Media relations
Franco developed and distributed a press release promoting the event as a one-day-only Detroit sports shopping experience and strategically pitched both local media outlets and targeted Detroit sports reporters to maximize awareness among core audiences.
Creative and in-store promotion
To expand event visibility beyond social media and earned media efforts, Franco designed a promotional event poster distributed across all 30 Salvation Army Southeast Michigan thrift store locations. The signage helped drive awareness among existing thrift shoppers and encourage cross-store traffic to the event.
