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Food Service Industry
Manufacturer uses PR To Differentiate Services and Broaden Awareness

Background

Kitchens To Go and Carlin Manufacturing have established themselves as trusted design and manufacturing partners for their clients in business, education, health care and hospitality markets.
The companies manufacture mobile and modular commercial kitchen solutions, and wished to promote its work on a large project at the U.S. Naval Academy in Annapolis, MD, in which the companies oversaw the construction of a new temporary galley on the campus that would then be used for 18 months to produce about 14,000 daily meals (4,500 meals per serving) for the school’s 4,000 Midshipmen while a total renovation of the existing galley was undertaken.

Challenge
By promoting its work at the U.S. Naval Academy through a concentrated public relations effort, Kitchens To Go wished to promote its unique ability to serve the largest and most complex food service renovations to audiences in education, government, health care, hotels and resorts, restaurants and retail markets.

Among the other objectives that Kitchens To Go wanted to achieve:

  • Introduce the company to users of mobile kitchen and modular kitchen solutions
    • And those in need of a proven food service renovation solution
  • Engage key markets through social media channels
  • Raise awareness among industry influencers
  • Improve the company’s ability to talk about itself, in relation to the competitive market and to the markets it serves
  • Leverage a customer success story as a powerful endorsement of the company, its services and its subject matter experts
  • Introduce the company to new prospects that would be receptive to its capabilities

Results

In the first month of engagement, PWMG was able to develop a press release, gain approval of the U.S. Naval Academy’s Public Affairs Office, build a media database from scratch, and then promote the news to media outlets that serve food service professionals.

Among the results were published features in the Business Ledger, Chicago Tribune, Daily Herald, Food Service Director, Foodservice Equipment Reports, Government Food Service and an interview on the nationally syndicated radio show, Restaurant Radio.

Of equal importance, the PR program continues to lead to unsolicited calls from prospects that have turned into new customers for the company.

“This project was really important for Kitchens To Go, and we really wanted our public relations effort to demonstrate the outstanding job our team was able to do for the U.S. Naval Academy, and to show off our capabilities in a way that would help us attract more projects like this,” said Ralph Goldbeck, partner, Kitchens To Go. “PWMG did an outstanding job in every aspect, from message development to interview coordination and follow-through with our team and the journalists who interviewed us. The news coverage of our work at the Naval Academy not only helped raise awareness of our capabilities, but has continued to generate some terrific traffic to our website from qualified prospects.”


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