DLI’s Social Media Campaign Delivers Exceptional Results, Boosts Industry Visibility

The Drycleaning & Laundry Institute (DLI)’s latest social media campaign achieved outstanding engagement and follower growth in its first month. The program focuses on reinforcing the importance and value of professional drycleaning and laundry services. Launched this April, the initiative features educational content and myth-busting videos to reshape consumer perceptions.

“The initial response to DLI’s Social Media campaign has far exceeded our expectations,” said Ray Kroner, owner of Kroner Dry Cleaners in Cincinnati, DLI’s Treasurer & District Four Director and Chair of DLI’s Social Media Action Committee. “We cannot wait for someone else to market our service. We have to step up and self-promote so the industry’s services are more familiar with the general public,” he said.

“Our goal is to enlighten the public (notably, the 25-40 year-old demographic) on what our industry offers in service and garment care,” Kroner said. “The most direct way to get the attention of this demographic is through social media but, it will take the support of all in our industry to get, and keep, the word out.”

“Members want more customers. This program uses social media sharing to get the word out to a much larger audience than DLI could reach on its own,” said DLI’s CEO Mary Scalco. “By sharing these posts, drycleaners educate consumers on the value of professional drycleaning and laundry. The posts include a link to our Find a DLI Cleaner web application. Our goal is to drive traffic to DLI member businesses by providing entertaining and informative messages.”

Campaign Highlights

DLI launched the new social media initiative in April. In the first month, the program has returned some interesting statistics. These figures will be used to determine the success of the program as more posts accrue more engagement.

  • Total reach of over 23,500 people across Facebook, Instagram, LinkedIn, and X (Twitter).
  • Campaign posts amassed more than 75,000 views in its first four weeks.
  • Exceptional engagement rates: Facebook (24.34%), Instagram (18%), LinkedIn (12.01%), and X (14.2%), significantly surpassing typical industry benchmarks.
  • Notable follower growth, adding 281 new followers as of April 27.

DLI’s first video in the series, “The Wake-Up Call” video, generated a remarkable increase in impressions and engagement, particularly on LinkedIn and Instagram. The humorous video shows a pair of young adult siblings discussing comforter cleaning. The young man falls in love with his freshly drycleaned comforter and refuses to let it go. The video demonstrates the power of short-form, educational videos in attracting consumers.

DLI plans to expand its strategy by increasing short-form video content frequency and exploring targeted promotional opportunities to further amplify industry visibility and member success.

Moving Forward

Kroner said the most important thing is to keep drycleaners engaged with the program. “We’ve been meeting for close to a year and it’s rewarding to witness the passion, knowledge and creativity from this group. With the support of the DLI Board and drycleaners around the country we hope this is the start of re-defining our industry,” he said.

DLI’s Social Media Action Committee includes the following members:

  • Committee co-chair Ryan Fish with Red Hanger Cleaners in Salt Lake City
  • Ken Sandy with Dryy Garment Care in Washington, DC
  • Rechelle Balanzat, JULIETTE in New York City
  • Liliah Babiak with Benzinger’s Garment Care in Buffalo, New York NY
  • Dave Coyle with In The Bag Cleaners and Maverick Drycleaners in Wichita Kansas, and
  • Evan Suber with Perfect Cleaners in Los Angeles, California

DLI’s team has also tapped the knowledge of several other operators and will continue to seek input as the program continues.

 

Dedicated To Member Success

DLI offers drycleaning business professionals unparalleled resources, tools, and networking opportunities to foster success and industry leadership. More information about DLI membership and resources is available at DLIonline.org or 800-638-2627.

 

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