If you’ve heard of The Candy Apple Café & Cocktails in the news or on social media, then we’ve done our job well. The restaurant’s owners approached us just six weeks before opening day to build a grassroots public relations and social media strategy. With no time to spare, we crafted a buzz-generating plan to make sure the restaurant was a success from day one.
First things first: a press kit. By using the cloud-hosting service DropBox, we made it easy for members of the media to download need-to-know information. Our team collaborated with the client’s existing contractors to craft a cohesive collection of assets, from menus and staff biographies to high-resolution food images. The press kit’s contents pulled double duty as the initial foundation for a social media campaign on Facebook, Twitter and Instagram.
Two weeks before the restaurant’s official opening date, we hosted more than 50 members of the media for a behind-the-scenes tour of the old Seminole Club building in which the restaurant is located. This event required strategic collaboration with Sweet Pete’s Candy, the building’s co-tenant. The event was a hit; within hours of the tour, editorial content about the restaurant began to appear online.