Helen Strauss runs a small hospitality service staffing agency, based in Milwaukee, Wisconsin providing waitresses, bartenders, housekeepers etc. for private parties and cooperate events.

A key aspect of her business strategy was to expand her services outside of her hometown while, minimising the impact and cost of traveling from location to location , attending conferences, and networking seminars.

They achieved this by developing strong brand character The digital mascot “Helen” allowed her to be in several places at the same time thru the use of social media to communicate, and educate their consumer base about the benefits she had to offer her clients, which ultimately extended her service range.