WILD RICE VEGAN CAFE
RESTAURANT GRAND OPENING
BOSTON, MA

The Wild Rice Vegan Cafe restaurant launch PR began with list building. I gathered contact information for Boston reporters, media outlets and food bloggers. Then I used Meetup.com, Twitter, Facebook, and other social sites to pinpoint key influencers in the Boston health-conscious, social, and foodie space. Finally, I researched business within a mile of the new restaurant and found contacts for the owner to send promotional materials to.

My next step was to write a press release. To add a local news angle, I used information from a recent Boston Globe trends report on vegan food in my headline. To personalize our media outreach, I crafted an individual pitch email for each reporter and blogger we sent the release to. In the custom pitches, I referenced a recent article the reporter had written and tied their article topic to the Wild Rice launch.

During the launch and after, we used a coordinated social media strategy to tweet at reporters we sent press releases to, reinforce connections made with bloggers and influencers, and promote articles written about the restaurant. A Facebook event was created and promoted for the grand opening event.