White Driftwood Restaurant Group brochure

Situation

Driftwood Restaurant Group is an award-winning restaurant and catering company with a presence throughout Northeast Ohio. In order to grow and compete in the thriving Cleveland culinary scene, Driftwood approached Prosper for Purpose for assistance with a number of marketing projects, including those centered around the grand opening of Cibréo Italian Kitchen. After the successful implementation of a media relations plan for the opening of Cibréo, Driftwood hired Prosper to develop and execute a complete strategic marketing plan for the company.

Objective

To increase business for both the restaurants and the catering side of the Driftwood Restaurant Group utilizing an integrated approach for internal and external communications that enabled Driftwood to multi-purpose content from print and online channels to best provide clear and consistent messaging.

Strategy

Project 1:

To design and implement a media relations plan for the opening of Cibréo Italian Kitchen to generate positive awareness and increased visibility.

Tactics:                                                                                                           

  • Media list development and outreach
  • Coordinate a soft opening event for media contacts, including food and lifestyle bloggers, traditional print reporters, and TV and radio personalities

Project 2:

To complete and execute a sustainable and integrated strategic marketing and public relations plan to increase brand awareness and sales, and position Driftwood as the restaurants and caterer of choice.

Tactics:                                                                                                           

  • Advertising campaign utilizing print, online, radio, TV and billboard options
  • Marketing
    • Business development through direct sales to area event planners, nearby companies and nonprofit organizations
    • Market analysis
    • Sponsorship marketing and special event participation
    • SEO and online analytics review
  • Public relations
    • Internal communications, including employee orientation and the creation of company collateral and training documents
    • Press release distribution and media relations outreach focused on the opening of new restaurants
    • Social media management
  • Design and write new online and print communications and collateral

Results

Project 1:

The soft opening of Cibréo Italian Kitchen was marked with success, with excellent follow-up press coverage, several blog posts and a prominent review of the new venue in The Plain Dealer.

Project 2:

Our approach to create relevant and custom content for Driftwood resulted in positive growth beyond initial targets. Over a three-month period, social media impressions increased more than 25%, website traffic increased and restaurant and catering sales increased.