Client: Baskin-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.
Strategies 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
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