Nicole Thompson, owner and manager of Knoxville's European Wax Center

When Nicole Thompson reached out to us in hopes of expanding the European Wax Center franchise into Knoxville, we were all in. With our background knowledge in the dermatology, spa and plastic surgery industries, a wax center solely dedicated to the art of waxing fit the bill. Marketing to women is our expertise, and we were ready to get to work on some new ideas.

(No men were harmed in the preparation for grand opening).

Once we had an opening date set, we began work on a full-fledged PR campaign. From budgeting advertising to managing press, European Wax Center had less than a month to build buzz surrounding its grand opening Premiere Week.

Kelly and Alexandra at the store in Turkey Creek

Here is how we promoted the opening:

- Signed up more than 500 people for Premiere Week

- Reached 10,000+ people through Facebook

- Canvased like-minded Turkey Creek retailers to recruit referring businesses

- Secured media coverage such as front page of the Knox News Business section, WVLT appearance and a double truck spread in Everything Knoxville

- Partnered with local charities to donate waxing packages and support local community

- Open house ribbon cutting with Farragut and Knox County Chambers

- And a few of our secret FletcherPR strategies ;)

Beautifully designed interior

Following the large success of Premiere Week, we will continue our efforts with European Wax Center into the fall. Be looking for some exciting and funny opportunities (read: Mike Witcher and sorority girls). Check out the Everything Knoxville article here.