Carvel Ice Cream's New Market Rollout Communications Strategy Developed By Shira Miller Communications
June 26, 2003, Atlanta, Ga. - Although you can't buy the Statue of Liberty or the Grand Canyon, there's one American icon that you can still own - Carvel. Or so goes the creative thinking behind Carvel Ice Cream's new market rollout communications strategy, which was developed by Shira Miller Communications. After conducting research about franchisee buying decisions, the consultancy developed key messaging and marketing communication plans that leverage the nostalgia and emotional connection behind the nation's first ice cream franchise company.
"Our communication strategy was based on elevating Carvel's brand as more than just ice cream," noted Shira Miller. "We portrayed the company as a true American icon that provokes positive childhood memories - whether or not individuals had ever sampled the Northeastern favorite before. Creating interest in new markets where prospective franchisees may or may not have ever heard of the brand was crucial."
Based in Atlanta, Ga., Shira Miller Communications specializes in brand image enhancement, strategic communications development and messaging, new product launches, public relations, media relations, crisis communications, speaking and video storytelling. Leveraging her more than 15 years of award-winning communications experience, Miller has developed effective communication strategies for companies ranging from billion-dollar corporations to start-ups in the retail, health care, broadband, food service, franchising, education and hospitality industries. Clients have included Carvel Ice Cream, Cox Communications, Spanx (hosiery & innerwear), The Weber School, Morrison Management Services, American Retail Group, Maurices, and Southeast Medical Registry.