Mekky Media Relations - Best Low Budget Campaign
Company: Mekky Media Relations, Chicago, IL
Company Description: Mekky Media is a boutique PR firm dedicated to delivering powerful publicity using trusted experience, innovative ideas and personalized attention. Founded by Michelle Mekky in 2016, the team consists of passionate professionals from the best PR firms in the country and former journalists who work relentlessly to achieve success for clients who all have one thing in common - a good story.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (under $10,000)
Nomination Title: Mekky Media Relations Low Budget Campaign- Edie's All Day Café and Bar
Specify the date on which this campaign or program was launched: July 1, 2020
In summer 2020, Mekky Media was approached by veteran hospitality entrepreneurs Arturo Gomez and Matt Matros, along with Chef-partner Chris Dunstatter to help with the launch of an upscale cafe and bar in the Wells corridor of Chicago’s River North neighborhood, Edie’s All Day Café & Bar. Given the timing of the opening (during the 2020 pandemic), Mekky Media was tasked with developing a detailed and thoughtful strategic plan from pre-opening, grand opening and post-opening that was sensitive to the restrictions around COVID-19. Anticipating COVID-related inquiries from the media, MMR also crafted in-depth key messaging and talking points to help the Edie’s leadership team field interview questions regarding the topic. The team created a tiered approach to engage influencers and media, and provided the Edie’s team with a thoughtful strategy to accommodate various tiers of media, to ensure ongoing success with social media and word of mouth marketing
COVID-19 messaging was extremely important at the forefront of media outreach in the hospitality space, especially in a large city such as Chicago with heavy restrictions set in place. The biggest factor was driving the COVID-19 messaging and getting reporters and influencers to feel comfortable coming in the restaurant to document their pandemic-friendly experiences. Through strategic messaging, storytelling and aesthetically pleasing images, Edie’s was positioned as a go-to, COVID-compliant cafe for working from the patio, hosting a business meeting, going on dates, meeting with friends and more.When looking at a restaurant opening during a pandemic, the Mekky Media team needed to get creative to secure meaningful press, and position the veteran team as leaders in the restaurant industry. Gomez was featured in a Manual article speaking on the hispanic workforce and how they affect the restaurant industry,Mekky Media achieved these results on a project based budget, rather than a monthly retainer to accommodate the pandemic environment. There were no out-of-pocket production expenses beyond the fee.
Through Mekky Media’s relationships, strategic communications plan and local influencer engagement program, the team secured more than 57 earned media placements resulting in 225M+ impressions over the four month program. Notable placements include: Chicago Tribune, Crain’s Chicago Business, EATER Chicago, Yahoo! News, Infatuation Chicago, WGN-TV, The Local Tourist, Chicago Food Magazine, MSN News, and more. Some of Chicago’s top social media influencers posted about Edie’s, including: Rosie Clayton (@rclayton), Sherrie Tan (@sherriesavorsthecity), Adam Sokolowski (@chicagofooddude) and more.
The following highlights key media coverage secured, as well as a comprehensive coverage book link to all publicity:
https://www.themanual.com/food-and-drink/hispanic-restaurant-workers-backbone-of-restaurant-iundustry/
https://www.chicagotribune.com/dining/ct-food-edies-cafe-bar-open-chicago-20200817-v4nsn3o6jjeizojyv6sdaz3cpe-story.html
https://www.chicagobusiness.com/restaurants/protein-bar-rockit-ranch-vets-team-new-cafe
https://share.coveragebook.com/b/4c1c008f353c28d2