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La Cuchara| PR & Social Media Proposal| v1

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Alana Bardauskis

on 11 January 2016

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Transcript of La Cuchara| PR & Social Media Proposal| v1

PR & SOCIAL MEDIA PROPOSAL
La Cuchara
Generate visibility for La Cuchara via traditional and social/digital Chicago media channels

Raise awareness amongst media & consumer audiences

Create consumer loyalty program that engages and rewards repeat consumer behavior

Build online community of fans and followers

Drive reputation and buzz by leveraging key influencers (i.e. media, community leaders, & social superstars)
Create network of media brand fans by inviting key food critics & writers to dine at la Cuchara

Create smart targeted media pitches that distinguish La Cuchara as a leader —different from others in the market

Explore opportunities to invite community influencers/tastemakers and core audiences to experience La Cuchara (i.e. grand opening party)

Create a "reason to dine" for La Cuchara target audiences (i.e. young professionals, happy hour crowd, sports fans). Reward them with exclusive restaurant parties/events, e-promotions, and social/digital incentives

Drive continual online community engagement through: original "fresh" content, conversations, peer to peer sharing challenges (i.e: what's on your spoon? photo uploads). Stimulate connections that translate into conversions (aka sales)
presented by:
Alana Bardauskis
(708) 253-5216
alanabardauskis@gmail.com
TACTICS:
Conduct media outreach to traditional & non-traditional Chicago media outlets. Outreach includes: print, broadcast and online channels. Focus on food/dining, entertainment & lifestyle media

Create engaging press materials that bring La Cuchara's mission and menu to life

Build La Cuchara's online community across multiple social platforms including: Facebook, Twitter, Instagram, GrubHub, and others TBD

Connect with consumers via direct mailings, social media, and email marketing (i.e. local businesses, food writers, social scenesters, community
influencers)

Increase visibility & engagement in community via promotional outreach to local businesses
PR & SOCIAL MEDIA PROPOSAL
la cuchara
presented by: Alana Bardauskis | (708) 253-5216 | alanabardauskis@gmail.com


$2500 /month. Rate includes PR & Social Media support
Quote based on 62 hours per month
Hours to be divided amongst social media (40%) & PR outreach (60%)
Additional hours to be approved & billed at $20-40/hour rate depending on type of work

Recommendations:

PR: Enlist PR support during key phases/seasons
Restaurant launch (2-3 months of PR support)
Other opportunities include: peak seasons, holidays, sports seasons, special events/promotions

Social Media: Continual support should be given to ensure social media community engagement and growth. Updates & community engagement should occur at minimum on a bi-weekly basis.
PR TARGETS & TIMELINE
GOALS
STRATEGY
GOALS:
Media Pitch & Key messaging
PR TARGETS AND TIMELINES
SOCIAL MEDIA TARGETS
& TIMELINE

Develop social media profiles on Facebook, Twitter, Instagram, FourSquare & more
Engage with community (minimally bi-weekly basis)
Create messaging (i.e.: tweets, Facebook posts)
Compile image gallery for online usage
Organize promotions & specials for social media featured promotion
Friend/follow/fan key social influencers (i.e.: media outlets, food reporters, stars, community opinion leaders)
SOCIAL MEDIA TARGETS & TIMELINES
BUDGET *proposed*
Alana Bardauskis
(708) 253-5216
alanabardauskis@gmail.com

Thank you. Gracias.
BUDGET * proposed *
TACTICS
Print Media:
Chicago Tribune, Sun-Times, Chicago Reader, RedEye, TimeOut Chicago, Chicago magazine, CS magazine, Hoy
Broadcast Media:
WLS-TV (ABC), WMAQ-TV (NBC), WBBM-TV (CBS), WGN-TV, WFLD-TV, WBEZ-FM, Hungry Hound, Windy City Live, Check Please, Chicago Best!
Online Media:
Metromix, Zagat Guide, Chicagoist, Chicagomag.com, Chicago Eater

PR support suggested in spurts to capitalize on opportunities to increase traffic or visibility for La Cuchara. Key opportunities for PR support noted below.

1. Restaurant Launch



2. Sport or Season




3. Special Event/Party, Award/Achievement, or Partnership
JUNE
SUMMER
MEDIA OUTREACH:
Media outreach to include Chicago area print, broadcast & online media

Focus on food/dining, entertainment & lifestyle media

PR support suggested in waves. 1st wave: Restaurant Launch (Duration: 3 months: April-June 2013)

Generate positive buzz amongst media & core consumer groups to generate sales and customer affinity

Suggested PR stunt *examples *:
"Just a spoonful": Send select media "bites" of signature dishes as an invitation to dine/review La Cuchara.
Get La Cuchara to be the official food partner at high profile fundraisers & charity events
APRIL
MAY
THE BULLS
THE HAWKS
GRAND OPENING
TBD
SOCIAL MEDIA TARGETS:
PR TIMELINE:
MEDIA TARGETS *select* :
SOCIAL MEDIA OUTREACH:
SOCIAL STUNTS:
Win lunch for your office offers only available via social media
What's on your spoon? Have community upload photos of them dining at La Cuchara. Share to win special dining offers.
Offer online digital exclusives for social community
STRATEGY:
Full transcript