STONEWOOD GRILL AND TAVERN
Stonewood Grill & Tavern hired Axia to reactivate and grow its consumer base. Axia launched a six-month program that consisted of a social media campaign and news media coverage. Company-wide sales increased about 15%.
Referred by its Chairman of the Board and an Axia client, Stonewood Grill & Tavern called upon the PR services of Axia Public Relations in order to reactivate and grow its consumer base. After being contacted, Axia recommended a six-month launch program. During these months, Axia earned media coverage for the upscale Florida restaurant group through local, regional and national food editors, writers and bloggers as well as restaurant, business and community writers. Axia also helped launch a new social media campaign for the 17 restaurants. At the end of the campaign, Axia’s PR efforts generated more than $3.7 million in measured earned media coverage, which included 245 media mentions and an audience reach of 146 million Florida consumers.
IDEAS
After three years of marketing dormancy, an upscale Florida restaurant group decided to revive its brand after losing market share in each of its location markets. The company selected the Florida offices of public relations firm Axia Public Relations. Axia recommended a program to bring attention to the restaurant’s brand and increase demand.
RELATIONSHIPS
On behalf of the client, Axia built and leveraged its relationships with local and national food editors, writers and bloggers as well as restaurant business writers, who covered the restaurant’s new menu, new loyalty program, redesigned website and other features and enhancements. Axia Public Relations developed a strategy to focus the restaurant’s brand on a local community level (“hyperlocal PR”) in each of its markets in order to build long-lasting relationships that drive customer traffic while targeting a younger demographic.
This Florida public relations campaign included guiding the company through its entry into social media as well as developing a company-wide social media and news media policy.
RESULTS
Through these public relations efforts, consumers read more about the restaurant group in major news outlets such as the Tampa Bay Business Journal, The Daytona Beach News-Journal, Florida Trend, Today’s Restaurant, Nation’s Restaurant News, Orlando Sentinel, Orlando Business Journal and Florida television appearances. The restaurant group enjoyed 245 positive media mentions and an audience reach of 146 million Florida consumers. Such publicity efforts generated companywide sales increases of about 15 percent during a period of economic uncertainty.
This case study included $3.7 million of AVEs, at Axia we prefer better metrics to show the value of earned media coverage. Check out why you should stop using AVEs to measure earned media coverage.
