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Overview: The founders of fast-casual restaurant concept Tom+Chee were looking for an opportunity to commemorate and increase awareness around their five-year anniversary. To highlight their growth from humble beginnings to a local success story, they wanted to engage fans by hosting a celebration on Cincinnati’s Fountain Square, where Tom+Chee got its start in 2009.
Strategy: To increase awareness of, and drive attendance to, the anniversary celebration Scooter Media targeted local print, TV, radio, and digital media outlets in the greater Cincinnati market. In the social space, Facebook, Twitter, and Instagram were used to publicize the event and to engage with local customers, influencers, and members of the media.
Evaluation: Scooter Media secured a total of 39 media placements publicizing the celebration, including feature articles in Cincinnati’s two largest newspapers, the Cincinnati Enquirer and Cincinnati Business Courier. Media coverage also included multiple television appearances on Cincinnati’s CBS, ABC, and FOX affiliates. Placements resulted in a total of 1,175,313 impressions.
Efforts on Tom + Chee social media channels saw 1,360 likes and 280 shares. Despite an outside temperature of 25-degrees, more than 300 patrons attended the event (exceeding the original goal of 200 attendees), ensuring the anniversary celebration was a success.