Grand Opening Media Relations Campaign for Baskin Robbins in Madera, CA

Grand Opening Media Relations Campaign for Baskin Robbins in Madera, CA

ClientBaskin-Robbins

Project: Baskin-Robbins Madera, CA Grand Opening Media Relations Campaign

Mission:

  • Garner media interest in grand opening event attendance and pre- and post-event coverage.
  • Secure high-profile attendees from both Baskin-Robbins and Madera.
  • Facilitate a non-profit partnership between the franchisee, Harpreet Gill, and a local charitable organization to create a cause marketing aspect to the event.
  • Position the opening as a great coup for Madera, which normally would not be chosen to as a roll-out destination for a major brand.
  • Generate consumer attendance at the event and ensure a successful opening weekend for the new store in Madera, solidifying Baskin-Robbins as a major attraction for residents of Madera and surrounding towns.

br-scooperStrategies and Tactics:

  • Secure online calendar listings on geo-targeted national event pages and on local media websites in the weeks prior to the grand opening event.
  • Create a Save the Date invitation for local Madera VIPs, including: the Mayor, City Councilors, Chamber of Commerce Board of Directors, local businesspeople and other influencers.
  • Follow up with the VIP list to ensure the attendance of Mayor Robert Poythress and several City Councilors for the ribbon cutting ceremony.
  • Coordinate with Baskin-Robbins to arrange for Vice President of Marketing, Brian O’Mara, to officiate the ribbon cutting.
  • Work with the Baskin-Robbins team to select a non-profit organization to partner with for a charitable donation.
  • Partner with the Children’s Miracle Network of Madera as the non-profit partner and ensure attendance from Program Director Katelyn Ashton for the ribbon cutting ceremony.
  • Draft and distribute a press release to Madera-area broadcast, print and online outlets to garner interest for the prototype store and secure coverage for the grand opening event.

Results:
The extensive planning and aggressive media relations during the weeks prior to the Madera grand opening proved to be successful:

  • Franchisee Harpreet Gill’s sales exceed three times the average amount of a California standalone store, with more than 800 customers.
  • In the weeks surrounding the event, the SA team secured nine placements, reaching a total of 191,760 readers and viewers for an estimated 215,685 impressions, far exceeding the 60,000 citizens of Madera.

Major media placements included:

  • KMPH-TV (Fox) (57,336 viewers) on July 16, 2011
  • KMPH.com (47,838 viewers) on July 16, 2011
  • KSEE-TV (NBC) (31,255 viewers) on July 16 and 18, 2011
  • Fresno Business Journal (circulation: 10,000) on May 5, 2011
  • TheBusinessJournal.com (8,917 readers) on May 5, 2011
  • Madera Tribune (circulation: 4,500) on July 18, 2011

Learn more about our launch services here.

January 18, 2015