Case Study: Humboldt Distillery
The duo behind Humboldt Distillery, Abe & Courtney Stevens, hired &co. pr to represent Humboldt Distillery and assist with increasing visibility and awareness, through targeted marketing and PR efforts, as the brand’s distribution spread throughout the state of California and to other markets within the United States. Working off a strategic and multi-pronged marketing plan that &co. developed, the PR agency carried out both long-term and short-term initiatives that increased brand awareness, created partnerships with highly-visible mixologists and earned Humboldt Distillery placement in both distinguished outlets (print and online) as well as invitations to exclusive events. By thinking outside the box, and developing both interesting and relevant angles that tell the multifaceted story of the brand, the brand’s product and the team behind them, &co. captured the attention of, and secured coverage for, Humboldt Distillery in a variety of different publications, both industry and consumer focused. A small sampling of these outlets include: Wine Enthusiast, Seven Fifty Daily, The SoCal Food & Beverage Professional, Eater SF, Nob Hill Gazette, ABV Magazine, Shanken News Daily, American Distilling Institute, Cheers Magazine, Beverage Dynamics, Sonoma Magazine, Spirited Magazine, and Sensi Magazine. In addition to these features, the &co. team also coordinated Humboldt Distillery’s participation in Sonoma’s International Film Festival, Bit by a Fox podcast and FEAST Portland. Within a period of 7 months, &co. pr’s efforts were responsible for generating over 5,019,236 media impressions for Humboldt Distillery.
In addition to media outreach, the &co. team also spearheads Humboldt Distillery’s social media channels with the goal of growing the audience in new DMA’s, engaging users and keeping the brand top of mind. Working closely with the Humboldt Distillery team to maintain an authentic brand voice, &co. pr organically has grown @humboldtdistillery following by 76%; averaging an increase of 172 followers each month (a percentage well above industry standard). &co also facilitated the successful execution of several Growth Giveaway Campaigns to help accelerate this organic growth, build brand recognition and increase engagement levels. &co. pr also acts as a consultant for social media advertising; publishing five successful social media advertisements to a well-targeted audience, seeking to maximize the brand’s ROI and gain followers who would continue through the sales funnel to become customers. In addition to the goal of audience growth, the &co. team facilitated over a dozen cross-marketing relationships, helping to disseminate the Humboldt Distillery brand name and broaden the types of content published by @humboldtdistillery. Acting as a liaison between Humboldt Distillery and their active social media audience, &co. keeps a pulse on the industry, responds to any and all audience comments or inquiries, and adjusts social media strategy based on how the audience responds.
Case Study: Farmshop Marin
Farmshop’s Founder and Chef Jeff Cerciello, former director of casual dining for Thomas Keller Restaurant Group, hired &co. pr to represent Farmshop Marin and help the North Bay location continue to thrive and grow through targeted marketing and PR efforts, as well as social media. Working off a strategic marketing plan that &co carefully developed, the boutique PR firm sought out both short and long-term initiatives highlighting the concept of the location and generating awareness for the restaurant in not only the Bay Area, but beyond. Tapping into their breadth of connections, &co invited targeted media contacts to experience Farmshop for story development. By positioning key personalities with both media and influencers, and through the proactive development of creative, timely and tailored story ideas, &co. secured coverage for Farmshop Marin in a number of different outlets. A small sampling of these publications include: The Infatuation, Marin Magazine, Marin Independent Journal, Eater SF, Real Clear Life and Bob Cut Mag. In addition to these highly-visible pieces, the &co team also coordinated Farmshop Marin’s inclusion in San Francisco Magazine’s ‘Best Of’ issue for Best Cocktails in the North Bay. Within a 5 month period, &co. pr’s efforts were responsible for generating over 14,577,350 media impressions for Farmshop Marin.
In addition to PR outreach, the &co team also spearheaded the creation of Farmshop Marin’s social media channels with the goal of engaging guests and keeping the restaurant top of mind. Working closely with the Farmshop Marin team to ensure development of a consistent and authentic brand voice, &co. pr organically grew @farmshopmarin to 556 followers in just 4 short months; averaging an increase of 110% followers each month (vs. the 6-8% industry standard). &co also facilitated the successful execution of 2 Growth Giveaway Campaigns to help accelerate this organic growth, build brand recognition and increase engagement levels. During &co.’s management of Farmshop Marin’s social media, the team kept the average engagement rate at 22% each month, well above the 3% industry standard.
Case Study: Park Winters
Park Winters, a historic boutique inn and private event space in Winters, CA, hired &co. pr to handle all of their media relations in April of 2018. With a primary desire to expand awareness into the San Francisco and Sacramento markets, &co. pr conceived and formulated a strategy to host a social influencer event on site, titled Summerland. Spearheading all pre- event and post-event initiatives, the team at &co. pr carefully researched and compiled an invite list consisting of top bloggers and lifestyle influencers, as well as vendors, in line with the Park Winters brand. &co. pr drafted all save-the-date and official invite verbiage, handled all attendee outreach, composed language in welcome packet pamphlets, provided suggestions for swag bag takeaways, and devised run of show – including transportation pick-up times and locations, vendor set-ups, influencer accommodations and a detailed hour-by-hour layout for event. In addition to securing influencer attendance, &co. pr put together and distributed a list of attendee deliverables; reiterating influencer expectations and ensuring that all attendees had detailed information on Park Winters, including social handles and branded hashtags. Prior to the event, the &co. pr team created an extensive media bio detailing background of all confirmed attendees, including headshots, website links, social handles and social following. Day of the event, &co. pr handled social influencer check-in, including dissemination of welcome packet and swag bag, explaining branded hashtag use and procuring signature for photo consent form. Summerland was attended by 56 influencers, resulting in 132 Instagram posts, and reaching an audience of 2,374,384 who engaged with the Park Winters brand 117,326 times. The event also inspired 197 Instagram Stories, reaching 386,850 people. The event’s branded hashtag was used 246 times and the day was recapped in 5 highly-viewed blog posts. A small sampling of the influencers in attendance include: @cassiedepecol (503k followers), @sassyredlipstick (377k followers), @sanfrancisco (232k followers), @twopeasinaprada (204k followers), @katwalksf (102k followers), @thepeopleofsacramento (87.4k followers) and @bestfriendsforfrosting (88.2k followers).
|Total # of Instagram Posts||132|
|Total Post Reach||2,374,384|
|Overall Post Engagement (Likes & Comments)||117,326|
|Total # of Instagram Stories||197|
|Total Story Reach||386,850|
|Posts with #PWSummerland||246|
|Total Blog Posts||5|
**The above numbers include analysis up to two week’s post-event – the earned media from Park Winter’s Summerland continues to be shared and engaged with on the influencer’s social platforms.
Case Study: Chicken Pharm
&co. pr has worked with Chicken Pharm, which opened in downtown Petaluma on November 11, 2017. This family-friendly neighborhood serves up locally sourced, elevated home-style cuisine in a lively, casual setting. &co. pr has led all public relations initiatives pre- and post-opening, including timeline of exclusives on the menu, media previews, writing and distributing all press materials such as press kits, releases, media alerts and targeted pitches. &co. pr has secured coverage in outlets such as Zagat SF, The Press Democrat, 7×7, Eater SF, Urban Daddy SF, Timeout SF, FSR Magazine, Petaluma Argus Courier, Sonoma Magazine, among others.
Case Study: Salt Craft
Jamie Tobin worked with Matt Greco during his time as Executive Chef at The Restaurant at Wente Vineyards, leading the public relations efforts for the restaurant and hospitality side of the Wente Vineyards business. After leaving The Restaurant at Wente Vineyards, Matt hired Jamie’s new agency, &co. pr, to handle all the public relations efforts for his new Bay Area restaurant, Salt Craft. This chef-driven casual restaurant is set to open its doors this winter in downtown Pleasanton, CA. Matt, who has over 20 years of experience in the restaurant industry, has created a unique concept that redefines the casual restaurant formula and brings craftsmanship to the forefront. &co. pr will handle all the pre-opening, opening, and post-opening initiatives, as well as the social media launch strategy. This includes a timeline of exclusives on the menu (as the opening gets closer), media previews, concierge and event planner events, photo shoots, and writing and distributing all press materials such as press kits, releases, media alerts and targeted pitches. With the deployment of the initial release announcing the opening, &co. pr secured coverage in outlets such as Diablo Magazine, San Jose Mercury News, Zagat, East Bay Times, San Francisco Business Times, and Plate Magazine.