public relations final report
Table of contents
Research
Media Relations
Social Media Events
Promotional Materials
Future Recommendations
Measurement & Evaluation
Welcome to Park PR
Contessa gcontessa@ithaca.edu
Sobel msobel@ithaca.edu
Morgan amorgan2@ithaca.edu
Gemma
Max
Amari
Research
Sunset Grill
Many options for breakfast and lunch
Good Brand Image
Multiple Locations
Indoor and Outdoor Seating
Does have longer wait times
Too many menu offerings
Lack of vegan options
Add more vegan options to attract a more vegetarian audiences
Add delivery options and ordering
Dolce Delight
Active Social Media Presence
Welcoming Environment
Limited Seating
Limited beverage Menu
Increase seating
Increase beverage menus
Having a partnership will benefit them in terms of growth
Other brunch areas
Research
MilkStand MIX
They use local ingredients
Tons of options on the menu for vegetarians
Has indoor seating
Offers delivery
Limited menu options
No outdoor seating
Location visibility
Increase the menu options
Increase marketing, and visibility location wise
Offer events
A lot of competition in the area
Outdoor and indoor seating
Good quality photos
Live music events and special events
Limited vegetarian menu
Lack of social media posting
Lack of websites updates
Expensive compared to other restaurants
Opportunity to update website
Expand more vegetarian offerings
Offer promotions and discount specials
Threat of increased restaurant competition
Media Relations
Email Pitches
Four email pitches were sent over the course of the semester. However, each one can be used as is or adapted for the purpose of sending to different outlets. The following outlets have sent an email pitch (the actual pitches are included below).
Email Pitches
Email Pitches
Radio Pitches
Radio Pitches
Radio Pitches
Media Lists
Ithaca College Media Contacts
Cornell University Media Contacts
Town of Ithaca Media Contacts
Ithaca Hotel Contact Information
Ithaca Food Influencers
Upstate NY Media Contacts
Television Stations
Radio Locator Ithaca
3. 4. Add a heading
1. 2.
2. 3. 4.
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Online Contests Fox Syracuse WETM Elmira WIVT NewsChannel 34
Content Calendar
1) Maintain a consistent posting schedule and increase the frequency of postings to a couple a week.
2) It is important to use all of the features of social media as well, so continue posting stories and other content to engage customers.
3) The Bistro should continue to show more pictures of the food and unique menu items
4) Look into creating a TikTok account for funny content. Consider creating a LinkedIn account for job postings and business development, and exposure.
Social Media
Events Ideas
No actual events were hosted. However, the following brief list of event ideas could be considered in promoting the Bistro.
Host a Graduation Wine and Dine event for Ithaca College or Cornell University students before graduation.
Host themed nights (take advantage of the live music offerings). Example could be 80s night.
A cooking class with chef Ryan Solien.
promotional materials
Customer Loyalty Program
The first is a punch card where you hole punch the card every time the cardholder eats at the Bistro. Once they have eaten there 8 times, for example, they get a 25% discount off their next meal or a free drink. The card could have a write in option to avoid being falsely replicated.
1. 2.
Additional Customer Loyalty Program Ideas
The next is a social media raffle. This would be open to everyone on social media. The goal would be to raffle off a prize or a free dish could be a good way to create customer loyalty. The final is student discounts. This would encourage students to visit the Bistro and would allow the Bistro to become more financially accessible.
Merchandise
Web Enhancement Suggestions
Google Business Page:
The pictures at the top of the page are old, and not of the dinner items. The newer pictures are farther down the page. The description does not include dinner, new menus, events, it is from 2021.
Yelp:
The phone number listed is for the front desk at the Hotel. The popular dishes and images only include breakfast/brunch.
OpenTable:
The description does not include dinner, only says breakfast, brunch, and lunch. The dinner menu has not been updated. There should be pictures of the dinner dishes, as well as up to date photos.
Future Recommendations
1) Continue pursuing pitches to local outlets, this is a great way to engage the community and spread the word to the local audience.
2) Continue consistently posting engaging content on all social medias.
3) Consistently update Yelp, OpenTable, Google Business Page, etc with newest menus and hours.
4) Consider adopting a customer loyalty program to grow your clientele.
Measurements & Evaluations
Thank you Jessica
Any Questions?