"Wisdom comes from many experiences"

Melissa McClary Davis
is the Founder and CEO. She has established herself as a leading expert in the digital marketing industry with over 25 years of digital marketing experience with Fortune 500 companies in a diverse range of industries including
Coca-Cola, AT&T, Ford, General Motors, State Farm, Hallmark Cards, Lane Bryant, Best Buy, Facebook and Instagram.
In addition to serving the top corporate echelon, Melissa’s passion for problem-solving has also led her to provide top-tier marketing services to small business owners to support them in successfully navigating digital marketing. As a result, her clients achieve noteworthy sales conversion and high ROI with marketing strategies that reach maximum market shares in the digital universe.
Melissa leads a team of experienced strategists, data analysts, graphic designers, ad specialists with over 80 years of digital or marketing experience.

The WDM Blog & Case Studies

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Case Study: Chick-fil-A

January 11, 20241 min read

winner winner chicken dinner chick fil a

THE BEFORE

  • New Chick-fil-A a location opening in Livonia needed to create an immediate online presence for the local community.

  • Needed to have a presence on both Facebook and Instagram and look to create engagement with the community.

  • Driving traffic to key initiatives needed for opening a new franchise was the priority, including recruitment, info about ownership, product offering, and education on the brand.

THE STRATEGY

  • We develop a content calendar to support the critical content needs of the franchise

  • Design and create content that adheres to brand guidelines but develops a tone for the new Livonia store that matches the vibe and owner's desires.

  • Rollout the platforms with Facebook leading due to media coverage and tagging and follow up with a more youthful gathering followers strategy for Instagram

  • Ran paid to advertise for recruitment and IG profiles campaign

THE RESULTS AND IMPACT

  • Met hiring requirements within the first 30 days of launch

  • Increase followers by 20% on IG with a targeted 3-day campaign

  • Develop one of the faster fans/follower count for a Chick-fil-A in an emerging market (the North)

THE TAKEAWAYS

  • Education of the brand and its products are a constant in a new city and emerging market like Metro Detroit. Product content comes first.

  • Having the first Black female owner/operator in the State of Michigan makes great content for the Metro Detroit area and helped with recruiting a diverse team.

  • Ongoing commitment to key branding content but still having the ability to create personality and tone is critical for success

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