Got Drycleaning? DLI to Highlight Professional Garment Care to Consumers Through Industry’s Social Media Network

The Drycleaning & Laundry Institute (DLI) is launching a social media initiative aimed at amplifying the voice of professional garment care businesses. This grassroots campaign, inspired by the iconic “Got Milk?” strategy, invites all drycleaners to join forces in educating consumers and promoting the value of professional garment care through engaging social media posts designed to resonate with customers and build industry awareness.

Starting in April, DLI will post social media messages on its Facebook, Instagram and other platforms emphasizing the professional garment care industry and the value it provides to customers and their communities. These posts are tailored to inspire emotional connections with customers by highlighting the confidence, elegance, and lasting impressions that professionally cared-for garments provide.

“During my travels to trade shows and association board meetings, as well as while promoting the benefits of DLI membership, one request consistently emerged: a “Got Milk?”-style campaign for the drycleaning industry.,” said Kyle Nesbit, DLI President and owner of Tide Cleaners in Edit, Texas. “In the past a campaign like this wasn’t economically feasible, but today with social media we believe we have a channel to finally deliver on this ask. I recognized the need to form a committee and appoint a chair to bring this idea to fruition,” Nesbit said.

Watch for posts from DLI focused on explaining what items consumers can actually dryclean, with emphasis on convenience, the environmental impact of home laundry, and much more.

DLI’s Social Media Action Committee is composed of DLI leadership, several DLI members from several markets around the U.S., and an outside strategic social media consulting company developed the program over several months. Posts will be primarily video driven and audience engagement data will determine how the campaign develops, leaning into topics users find most interesting.

The campaign will seek to overcome common misconceptions about professional garment care to an urban professional social media audience in their late 20s to early 40s. These consumers may not fully understand the value or convenience of professional garment care.

The campaign’s central themes include:

  • The value of time
  • The feeling of confidence
  • Sustainability
  • Community involvement
  • Industry innovations

“Social media isn’t just about posting— it’s about connection, influence, and impact,” said Rechelle Balanzat, DLI Social Media Action Committee member and owner of Juliet in New York City. “A cohesive communication strategy like this has never been done before in our industry, and we’re excited to start building real connections with the public.”

“We need to connect with the 20–45-year-old demographics who are unaware of the services we provide,” said Ray Kroner, DLI Social Media Action Committee chair and owner of Kroner Dry Cleaners in Cincinnati, Ohio. “Now seems like the perfect time to educate the general population about what we offer in convenience, protecting wardrobe investments, cleaning household fabrics, recycling efforts, environmental awareness, and, importantly, sustainability. Times have changed and so have we. Now we need to promote our evolution. If we don’t do it, who will?”

“You spoke, we listened—now we’re making moves,” said Ken Sandy, DLI Social Media Action Committee member and co-owner of Dryy Garment Care in Washington, D.C. “The Drycleaning & Laundry Institute is turning up the heat as owner-operators from across the nation come together to reimagine our digital footprint and elevate our brand equity. This isn’t just a refresh—it’s a revolution.”

“This campaign is about more than just cleaning clothes; it’s about showcasing the transformative impact that professional garment care has on people’s lives,” said Mary Scalco, CEO of DLI. “By encouraging drycleaners to actively share these posts, we aim to expand our message to a broader audience and help consumers appreciate the expertise behind the services professional cleaners provide.”

Sharing is Caring

Drycleaners are encouraged to participate by:

  • Following DLI on Facebook and Instagram to access the posts.
  • Engaging with content with likes, comments, and shares to amplify its reach.
  • Sharing posts with their customers to push these consumer-oriented messages to their feeds.

To help cleaners prepare, DLI has created a dedicated landing page, dlionline.org/impact, where drycleaners can learn more about the initiative and access resources for participation. The page includes step-by-step instructions, direct links to social media platforms, and tips for maximizing engagement.

“This campaign isn’t just about drycleaning,” Balanzat said. “It’s about transforming the way people think about their clothes. We’re not selling a service; we’re elevating confidence, redefining convenience, and making sustainability effortless. When people see that, they won’t just use professional garment care—they’ll wonder how they ever lived without it,” she said. “When we come together as an industry and share our stories, we do more than talk—we inspire. We’re not just telling people about drycleaning; we’re redefining how they see it. A unified voice isn’t just louder—it’s unstoppable. We create a movement… and that changes everything.”

“Our mission with this program is to honor and elevate our loyal base while boldly stepping into new spaces, reaching fresh audiences, and shaking up the narrative around garment care,” Sandy said. “We’re here to break misconceptions, redefine the experience, and do it all with an unapologetically bold, fun, and edgy approach. Get ready. The future of garment care is here.”

“I am incredibly proud of the outstanding work the committee has accomplished on this project,” Nesbit said. “I eagerly anticipate how the team will execute the vision of introducing drycleaning to young urban professionals through social media as we approach Clean Show 2025 in Orlando.”

Get Involved

For more information about the campaign and get involved, visit dlionline.org/impact or contact the Drycleaning & Laundry Institute at Membership@DLIonline.org.

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