Top Women in PR: Joanne DiFrancesco

Joanne DiFrancesco, President, JDCommunications 

Dover Rug & Home opened its first showroom in 1989. Known for exceptional customer service and products, the business quickly grew. In 2010 JDCommunications was retained to promote the opening of their 30,000 square-foot showroom in Natick, Mass. Fast-forward to 2014, when Dover Rug & Home opened a second store in Boston. Joanne led the development of a fresh campaign, focusing on a younger, urban multi-cultural customer and the burgeoning condo market. Her team created the “Living Well” campaign with the message that living well incorporates family, heritage, home, work, community and play.

Reinforced with a print and radio campaign, Joanne entered her client in many family and philanthropy award competitions (Dover won the Family Business Award, 2014), cultivated a series of events celebrating a variety of cultures, developed a monthly “Living Well” e-newsletter that promotes home, health, community involvement and promoted a sponsorship of and participation in Boston Artweek, the American Society of Interior Design events and Boston Design Week. The new store opened in fall 2014 and has consistently exceeds sales goals thanks in large part to the work done by Joanne and her team.