OK, so I'm a copywriter. I'm a provider of words. But I'm also a PR director. And a pretty damn good marketing director too.
That’s because I’m a copywriter who’s really effective at seeing marketing possibility. It may have taken me a few years of beating my head against the creative wall, but I now know what to do to make promotions work. It takes research. It takes planning. It takes strong, consistent execution.
Here’s what I did for Chicago Connection.
PR Plan Phase I + II. For a flat fee, I gave a complete PR plan based on research, analysis and creative ideas. Phase I included a competitive analysis of the pizza competition, a media analysis, and a PR menu with dozens of ideas ranging from press releases to social media to guerilla campaigns. In Phase II, we selected the top ideas the client liked, and decided when, how and where each portion would come to be.
Press Kit. I then put together a modifiable press kit for Chicago Connection to give to the press or business partners
Press Release. For our first press release, I found two Chicago Connection customers and interviewed them on celiac disease, and how the gluten-free pizza at Chicago Connection gave them a big boost in life quality and enjoyment. The Idaho Statesman picked it up for The Scene, an entertainment magazine that’s free on area newsstands all week. It got the headline, the picture and a lot of gluten-free love. I also sent the release to gluten-free blogs and stores.
We’re now teaming up with Tricycle to generate on-the-ground ideas from Chicago Connection employees. Stay tuned!