LAUREL, Md. — The Drycleaning & Laundry Institute (DLI) is launching a social media initiative aimed at amplifying the voice of professional garment care businesses.
The organization says that this grassroots campaign, inspired by the iconic “Got Milk?” strategy, invites all dry cleaners to join forces in educating consumers and promoting the value of professional garment care through engaging social media posts designed to resonate with customers and build industry awareness.
“During my travels to trade shows and association board meetings, as well as while promoting the benefits of DLI membership, one request consistently emerged: a ‘Got Milk?’-style campaign for the drycleaning industry,” says Kyle Nesbit, DLI president and owner of Tide Cleaners in the Houston area. “In the past, a campaign like this wasn’t economically feasible, but today with social media, we believe we have a channel to finally deliver on this ask.”
To accomplish this mission and build a campaign, DLI has formed a Social Media Action Committee comprised of DLI leadership plus members from several markets around the U.S. An outside strategic social media consulting company developed the program over several months.
“Social media isn’t just about posting — it’s about connection, influence and impact,” says Rechelle Balanzat, DLI Social Media Action Committee member and owner of Juliette in New York City. “A cohesive communication strategy like this has never been done before in our industry, and we’re excited to start building real connections with the public.”
Bringing Education to Consumers
The campaign, DLI says, will seek to overcome common misconceptions about professional garment care to an urban professional social media audience in their late 20s to early 40s.
“These consumers may not fully understand the value or convenience of professional garment care,” the organization says in its announcement, adding that the campaign’s central themes will include:
- The value of time
- The feeling of confidence
- Sustainability
- Community involvement
- Industry innovations
Posts will be primarily video-driven and audience engagement data will determine how the campaign develops, leaning into topics users find most interesting.
“We need to connect with the 20-to-45-year-old demographics who are unaware of the services we provide,” says Committee Chair Ray Kroner, who also owns Kroner Dry Cleaners in Cincinnati. “Now seems like the perfect time to educate the general population about what we offer in convenience, protecting wardrobe investments, cleaning household fabrics, recycling efforts, environmental awareness and, importantly, sustainability.
“Times have changed and so have we. Now we need to promote our evolution. If we don’t do it, who will?”
“This campaign is about more than just cleaning clothes; it’s about showcasing the transformative impact that professional garment care has on people’s lives,” says Mary Scalco, CEO of DLI. “By encouraging dry cleaners to actively share these posts, we aim to expand our message to a broader audience and help consumers appreciate the expertise behind the services professional cleaners provide.”
A Unified Voice
“This campaign isn’t just about dry cleaning,” Balanzat says. “It’s about transforming the way people think about their clothes. We’re not selling a service; we’re elevating confidence, redefining convenience and making sustainability effortless. When we come together as an industry and share our stories, we do more than talk — we inspire. We’re not just telling people about dry cleaning; we’re redefining how they see it. A unified voice isn’t just louder — it’s unstoppable. We create a movement, and that changes everything.”
“You spoke, we listened — now we’re making moves,” says Ken Sandy, Committee member and co-owner of Dryy Garment Care in Washington, D.C. “The Drycleaning & Laundry Institute is turning up the heat as owner-operators from across the nation come together to reimagine our digital footprint and elevate our brand equity. This isn’t just a refresh — it’s a revolution.”
Anyone wishing to learn more about the campaign and how to get involved may visit dlionline.org/impact.
Have a question or comment? E-mail our editor Dave Davis at [email protected].
