Industry Giant

Case Study: Jersey Mike's

From a single storefront in New Jersey to over 1,100 franchises across the US today, Jersey Mikes’s offers sandwich lovers a sub above the rest. Since 2012, this PR team uses Meltwater to keep up to date on news articles and stay on top of influential trends across social media.

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The Challenge

Sub par metrics

“You need to understand what’s happening outside the walls of your office. If you wait, something bad or good is going to happen and you’ll be the last person to know,” says Jersey Mike’s, Josie Capozzi.

Prior to Meltwater, Jersey Mike’s used free monitoring tools but articles were often missed. They were also lacking a way to measure and share PR successes with executives and franchise owners.

With 1,161 franchises and millions of social posts a day mentioning Jersey Mike’s, filtering through social feeds in search for that one “nugget” of information important enough to share with executives was a tedious and unreliable process. “We had no way to quickly identify a problematic post or take action on issues in real time,” Capozzi recalls.

“We knew we weren’t seeing as much coverage as we wanted, and we needed something to quantify our mentions. Meltwater helped us determine how much publicity we were actually generating without the guesswork.”

Josie Capozzi
Josie Capozzi VP of Franchise Relations, Jersey Mike's

The Solution

Alerting Executives in real-time

Since subscribing to Meltwater’s monitoring and social listening tools, Jersey Mike’s press coverage has tripled. They are now able to track and report PR ROI to executives and franchise owners, benchmark against competitors, and highlight polarizing incidents in the news affecting these numbers.

“We use the full Meltwater suite of products, and recently we've seen a real return through Meltwater Executive Alerts (EA). Meltwater is very flexible and constantly adds new products that we need,” said Capozzi.

Through EA, Jersey Mike’s can now follow the most impactful trends across all social channels and identify top influencers in their space. When a recent crisis surfaced through Meltwater’s broadcast monitoring, Josie was alerted early and had a plan in place before social media caught wind of the situation. EA kept her informed of the conversation on social and identified the appropriate influencers needed to effectively squash the legitimacy of the story.

Whether they have positive coverage about launching a new product or a charitable campaign, or are alerted to posts of people misrepresenting the brand or employees not following corporate social policies – the combination of Meltwater products allows Jersey Mike's to stay proactive with media relations.

“Meltwater Executive Alerts keep us on top of the most important things happening on social media. I have the top five things our executives want to know about a given topic readily available to share. It also includes metrics like reach and engagement, which explain why these are the top trends worth sharing.”

The Results

Meltwater Enables Jersey Mike's to

Key

Filter out the noise from social media to identify trending topics and top influencers

Key

Quantify reach and share impactful media coverage

Key

Track and report PR ROI to executives and franchise owners

Meltwater Helps Jersey Mike's

  • 1

    Stay in the Know on Top Social Trends and Influencers

    "Meltwater Executive Alerts give me a better pulse on what’s being said on social. I now have greater confidence that I am seeing what’s trending, I understand who the top influencers are from our industry, and I can easily share them with franchise owners." – Josie Capozzi, Vice President of Franchise Relations

  • 2

    Quantify and Share Positive Coverage with Executives and Franchisees

    "Thirty percent of our annual impressions come through our “Month of Giving” campaign, and since we’ve been monitoring it through Meltwater we’ve more than tripled our results. Our ability to quantify the press we’re getting and share this type of growth has really helped us shift how PR is viewed internally." – Josie Capozzi, Vice President of Franchise Relations

  • 3

    Calculate, Compare and Share YoY Media Growth

    "For our monthly PR call I share how much media we got in a given month compared to the same month last year. We want to know where the press is coming from, how much was online vs television, and we look at the dollars associated with the coverage. It’s nice being able to put a price on PR and even better reporting two million extra dollars worth of brand exposure that we didn’t have to pay for. – Josie Capozzi, Vice President of Franchise Relations

Product Shot

Media Intelligence Drives Success

Global media monitoring, Executive Alerts, and analytics provide deep insights to broaden your reach as a PR professional.

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