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Angie Schultz
Angie Schultz
Putting the "public" in public relations
Putting the "public" in public relations
Background: Iowa's Best Bite Restaurant Challenge
Background: Iowa's Best Bite Restaurant Challenge
Background: Iowa's Best Bite
Background: Iowa's Best Bite
Background: Iowa's Best Bite
Background: Iowa's Best Bite
What IS Iowa's Best Bite Restaurant Challenge
What IS Iowa's Best Bite Restaurant Challenge
What is Iowa's Best Bite
What is Iowa's Best Bite
How Does Iowa's Best Bite Restaurant Challenge Work
How Does Iowa's Best Bite Restaurant Challenge Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
Angie Schultz
Angie Schultz
Angie Schultz
Angie Schultz
Angie Schultz
Angie Schultz
Angie Schultz
Angie Schultz
Angie Schultz
Angie Schultz
How Does Iowa's Best Bite Work
How Does Iowa's Best Bite Work
Summary
Summary
Media Involvement
Media Involvement
Interesting facts and figures
Interesting facts and figures
What's Next
What's Next
Thank you
Thank you
Angie Schultz
Angie Schultz

: Angie Schultz. : . : Angie Schultz.ppt. zip-: 3605 .

Angie Schultz

Angie Schultz.ppt
1 Angie Schultz

Angie Schultz

angie@oppthumbs.com 641-485-0001 www.oppthumbs.com

2 Putting the "public" in public relations

Putting the "public" in public relations

3 Background: Iowa's Best Bite Restaurant Challenge

Background: Iowa's Best Bite Restaurant Challenge

4 Background: Iowa's Best Bite

Background: Iowa's Best Bite

Historic building in downtown Grinnell remodeled into a restaurant Housed moderately successful restaurant, business declined and restaurant closed Building's owner engaged a local realtor to fill the premium space Became apparent traditional methods would make filling the space difficult Interested parties were unproven, or concepts competed with other restaurants With more than 35 restaurants in Grinnell, a successful restaurant would need to find its own place in the dining market

5 Background: Iowa's Best Bite

Background: Iowa's Best Bite

Owner approached the Chamber for ideas Chamber president thought a contest to generate excitement with restaurant professionals would be a good idea Chamber asked Opposable Thumbs to create and manage a contest Grinnell now has award winning Chef Carly Groben and Prairie Canary We determined that it could be done again and built a template that could change Iowas rural dining landscape Several cities agreed with us and we partnered with Oskaloosa for year two

6 What IS Iowa's Best Bite Restaurant Challenge

What IS Iowa's Best Bite Restaurant Challenge

7 What is Iowa's Best Bite

What is Iowa's Best Bite

Iowa's Best Bite is a nationwide talent search that attracts top quality restaurateurs to cities they may not otherwise be consider We ask leaders in the community to gather money and services for a prize package that will help them start a restaurant with less debt We promote the location and the city to chefs, restaurateurs and the media to attract great candidates The contest REALLY transformed into a nationwide talent search AND a valuable marketing asset for the community and the winning restaurant

8 How Does Iowa's Best Bite Restaurant Challenge Work

How Does Iowa's Best Bite Restaurant Challenge Work

9 How Does Iowa's Best Bite Work

How Does Iowa's Best Bite Work

Work with community leaders to identify needs: Location - is there an existing restaurant building that needs to be filled, or is this a new location Gap in dining market - many rural Iowans travel an hour or more to eat Communication - helps create messaging Prize package - determining what resources can the community gather to create the prize package

10 How Does Iowa's Best Bite Work

How Does Iowa's Best Bite Work

Determine what the messaging will be: Whats great about the location - or the physical structure of the building? Whats great about the city - why would a top-notch restaurateur move to this city? Whats the prize package? Why is the contest being held? How can one enter? What are the communication obstacles?

11 How Does Iowa's Best Bite Work

How Does Iowa's Best Bite Work

Create the messaging Much of our messaging the first year was based on the obstacles we identified: Opposition by existing restaurateurs Attracting restaurateurs to Grinnell Creating media appeal Gaining local support for the prize package

12 How Does Iowa's Best Bite Work

How Does Iowa's Best Bite Work

Create the messaging We developed the following key points used in all of our communication: There is a premium empty restaurant space that WILL be filled. The competition is a way to ensure we don't bring in a direct competitor to an existing restaurant. Operating a restaurant is a challenge - by giving a restaurateur what they need in cash, equipment and attention to get started, they are far more likely to succeed. The competition would help enhance Grinnell as a regional dining destination. The competition is open to anyone; local residents, existing restaurateurs and chefs across the nation. By attracting attention to Grinnell's dining scene, the rising tide of attention would float all boats higher. Rather than letting an investor, realtor or random luck determine Grinnell's next restaurant, the public should have a say in what they wanted in dining options in Grinnell.

13 How Does Iowa's Best Bite Work

How Does Iowa's Best Bite Work

Create the messaging After doing a needs assessment in Oskaloosa, we determined that the contest needed to be communicated differently The existing restaurant was great, but the owners of the building wanted owner-operators to take the place to the next level, rather than hiring a management team. The contest is an opportunity to get people to view Oskaloosa as a progressive and exciting city that thinks outside the box. This is a fun way to celebrate more than $10 million in investment in downtown revitalization and city infrastructure. This will mean local residents will be more likely to shop and dine locally. Oskaloosa continues to work on improving quality of life for those looking to live, work and play there.

14 How Does Iowa's Best Bite Work

How Does Iowa's Best Bite Work

Create the collateral marketing material Fact sheets Press releases Brochures Posters/banners Website

15 Angie Schultz
16 Angie Schultz
17 Angie Schultz
18 Angie Schultz
19 Angie Schultz
20 How Does Iowa's Best Bite Work

How Does Iowa's Best Bite Work

Public Participation: video voting and tasting judges Key in helping Iowa's Best Bite work Gives the community a voice Allows community to accomplish great things Provides future support for restaurant

21 Summary

Summary

22 Media Involvement

Media Involvement

Iowas Best Bite and the two communities have been featured in the media in some ways the communities have found difficult in the past. State media covered this years contest from the very beginning but only local media covered the finals There have been followup stories in various media outlets Year one we had trouble getting media attention until the finals it was a new idea and we were told it "sounded to good to be true" This years contest was filmed by a local crew and will be aired on Oskaloosas local channels. And we hope another Iowa TV outlet might be interested as well We are in talks with a production company to take this idea to TV on a national scale. We are also developing a relationship with a major publishing house to gain national magazine coverage. We are currently working to bring our unique model to other rural states, as well as perhaps developing similar competitions for other industries.

23 Interesting facts and figures

Interesting facts and figures

The contest resulted in more than 60 serious entries from 8 states in the past two years. All four finalists in year one were from Iowa. In year two, one of our finalists drove from Niagara Falls, NY. - 820 miles away. All four finalists from year one will have opened a restaurant since entering the competition. Of the visitors to the Iowas Best Bite website, only 1 in 4 live in Oskaloosa or Grinnell. Media outlets covering Iowas Best Bite include: The Des Moines Register and Juice Magazine, WHO TV 13, WOI TV, KCCI, Newton Daily News, Marshalltown Times Republican, Quick Service Magazine and many smaller newspapers and radio stations.

24 What's Next

What's Next

We are refining our methods and analyzing the data that weve gathered to become more effective We are looking at our website traffic patterns to attempt to understand how we can continue to drive traffic and are planning a much larger social media effort to take advantage of those platforms Continuing to find more ways to involve the public like developing pre-contest polling to generate excitement about what type of concept the public thinks is most likely to succeed Were considering ways to tie potential employment at the winning restaurant into the contest

25 Thank you

Thank you

26 Angie Schultz

Angie Schultz

angie@oppthumbs.com 641-485-0001 www.oppthumbs.com

Angie Schultz
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