22 FABRICARE As with the other drycleaners surveyed for this piece, Hand Craft does not press the sale too hard, preferring instead to provide information about clothing care and pictures of its happy and efficient workers. Hand Craft Links Website: http://www.handcraftdrycleaners.com Facebook: https://www.facebook.com/HandCraftDryCleaners/ Twitter: https://twitter.com/HandcraftRVA Instagram: https://www.instagram.com/handcraft_cleaners/ Blog: http://www.handcraftdrycleaners.com/blog/ PURITAN CLEANERS Norman Way, Operations Director at Puritan Cleaners in Richmond, Virginia, uses LinkedIn, Facebook, YouTube, Pinterest, and Twitter to get the word out about the company’s services. Social media appear to be a regular aspect of Puritan’s overall marketing and public relations strategies. Its YouTube channel features videos of the company helping needy children through the Open Arms Christian Child Development Center. The company uploads fairly uniform content across various platforms, using Facebook to highlight the company’s role in Open Arms food drives, raffle numbers, community events announcements (such as ballpark night), posts thanking its community partners, and articles detailing the different jobs needed to make a drycleaning business run. Also on Facebook are in-store videos and photos of sports mascots and smiling employees. Its footprint on Twitter is similar to that on Facebook (with, of course, far less text) but includes more personal and local-events items such as memes about happy Friday, happy puppy day, happy sibling day, happy hump day, etc. Puritan uses Pinterest with gusto, posting a kaleidoscope of pictures - everything from images of drycleaned items to drycleaning-related humor, community events, memes, attractive and well-dressed models, etc. On its blog, the company has 48 pages of articles about garment care, the history of things like pants cuffs and polo shirts, employee profiles, as well as tips for buying and caring for prom and wedding dress, among a plethora of other topics. Puritan doesn’t press the sale very hard. Instead, it uses social media to ask people to donate food to the charity it supports, provide information about how things work behind the scenes, and offer gratitude for the support it get from the community. Puritan Cleaners Links Website: https://www.puritancleaners.com Facebook: https://www.facebook.com/puritancleaners Twitter: https://twitter.com/puritancleaners Pinterest: http://www.pinterest.com/puritancleaners/ LinkedIn: https://www.linkedin.com/company/puritan- cleaners/ YouTube: http://www.youtube.com/puritancleaners BIBBENTUCKERS THE DRY CLEANERS Mark McKenney, sales and marketing manager for Bibbentuckers The Dry Cleaners in Dallas, Texas, indicates that his company is moving more heavily into social media. “We finally realized that we’ve done lots of print stuff, like $10,000 on postcards which we can’t track back or see what type of impact [the investment] has had,” he continued from page 19 COVER FOCUS