Challenge

Verlo Mattress, a leading mattress manufacturer and retailer, aimed to implement a localized social strategy to enhance its brand reputation. However, franchisees and their staff lacked the brand assets, content guidelines, and tools needed to post consistently or respond to reviews promptly. 

While Google Listings were active, Verlo experienced gaps in support and education from their previous provider. Compounding these issues was a lack of direct account support and expert insight from the vendor, leaving the Verlo team without the necessary resources to scale localized marketing effectively.

• Genius Search Agent optimized digital marketing efforts by refining keyword strategies. Frequent Google updates made it difficult for Anchor Pacifica’s team to stay ahead, but Search Agent eliminated the stress by continuously optimizing keywords for improved search visibility.
  • “I had to come up with keywords, and with so many constant Google changes, it’s helpful to have a partner that can gather that information and help me figure out what to do. The Genius Search Agent has helped optimize keywords easily,” noted Kelli.  
    

• Genius Social Agent allowed seamless management of all local social media pages from a single dashboard. The ability to create, optimize, and schedule posts across all properties significantly improved organization and marketing impact.
  

Partnering with SOCi provided Verlo Mattress with a comprehensive AI platform and the expert support they needed. The team adopted SOCi Genius Reviews, Genius Search, Ads, Social, Listings, and Local Pages to streamline and enhance localized marketing. Brand-approved assets and templates could now be uploaded and scheduled in advance by local franchisees, with a structured approval process to ensure brand compliance.

Solution

• Genius Search Agent optimized digital marketing efforts by refining keyword strategies. Frequent Google updates made it difficult for Anchor Pacifica’s team to stay ahead, but Search Agent eliminated the stress by continuously optimizing keywords for improved search visibility.
  • “I had to come up with keywords, and with so many constant Google changes, it’s helpful to have a partner that can gather that information and help me figure out what to do. The Genius Search Agent has helped optimize keywords easily,” noted Kelli.  
    

• Genius Social Agent allowed seamless management of all local social media pages from a single dashboard. The ability to create, optimize, and schedule posts across all properties significantly improved organization and marketing impact.
  

Centralized reporting features gave the Verlo team visibility into individual stores and performance metrics. Additionally, SOCi's Google performance insights allowed Verlo to better support their paid digital search efforts.

 
“The fact that social, reviews, and listings are all hosted in one dashboard, one spot our franchisees can go to – that was huge for us,” said Ira. “That’s what made it really easy for us to measure the success of this program.” With everything integrated into one platform, franchisees gained a simplified, consolidated view of their digital marketing activities, empowering them to more effectively engage with customers and improve local performance.

Verlo Mattress turned to SOCi’s AI Agents to streamline its localized marketing efforts and support its nationwide franchise network. With fragmented brand assets and delayed response times, the team needed a smarter, scalable solution. With SOCI, Verlo empowered franchisees with brand-approved content, faster review responses, and centralized visibility. The impact was clear: a 97% review response rate, 29-hour reduction in response time, and double-digit increases in social impressions and engagement, delivering measurable ROI and stronger customer trust.

Meet the Customer

Ira Klusendorf is the Vice President of Marketing at Verlo Mattress, a unique franchise brand that both manufactures and retails its own line of made-to-order mattresses. With more than 14 years of experience spanning creative direction and marketing leadership, Ira brings a sharp eye for brand storytelling and a strategic mindset to his role. He has led Verlo’s shift toward a digitally driven, locally optimized marketing strategy, bridging national brand consistency with franchise-level customization, elevating Verlo’s brand presence while implementing tools and programs that empower franchisees to be more effective in their local markets.

Meet the 

Visionary

Meet the Customer

Summary

Summary

Ira Klusendorf

VP of Marketing

Results & Impact

“We are really excited about our use of the Genius Review Agent. It is another way to help make localized marketing easier for our franchisees. We can control the tone and brand voice of the AI responses to different types of reviews. And we see the outcomes we expect – with fast response times for reviews, engaging responses, and ease of use for owners,” noted Ira.