Publicity and Promotion: Stonewood Grill & Tavern

Stonewood Grill & Tavern, now recognized as a premier steakhouse and seafood restaurant in Ormond Beach, Port Orange and 14 other communities, was a Write Result client during a time of significant initial growth.

From 2003 through 2005, Stonewood opened six restaurants and saw great success with its casual dining concept. Over those three years, Write Result promoted the company's wine tours, new restaurants, charitable and community relations, menu changes and the launch of its magazine, Casual Flavors. "In fact," says Write Result founder Kathy Catron, "I created a public relations program for Stonewood Grill & Tavern resulting in an average media placement valued at over $50,000 monthly."

Her first task was to develop a communications plan to support stated public relations goals and take advantage of market and publicity opportunities. She began by creating a targeted list for communication that covered business, industry and general media. Her strategy consisted of these steps, in detail:

Media and Industry Communication List for communicating in coordination with chambers of commerce, industry associations, convention and visitors bureaus and Bacon’s Media Services, including:

• Trade and Industry magazines, newsletters and websites
  
• North Carolina magazines, newsletters and websites
  
• Business associations and business leaders
  
• Hospitality associations and hospitality leaders
  
• Business media serving target market
  
• Entertainment media serving target market

Press Releases and Media Relations to increase publicity for Stonewood. Press releases were written based on a list of story ideas and scheduled by design, as follows:

• Issued press releases to trade and industry publications on a regularly scheduled basis. Example: Press releases issued announcing opening of new locations and the promotion of key staff.
• Developed and placed stories with trade and industry publications in coordination with the publications' editorial calendar. Example: Placed a story in Food & Wine Magazine’s issue focusing on the increase in wines offered by the glass in the restaurant industry.
  
• Developed and and placed stories with business and entertainment media in target markets. Example: Placed a story in the Charlotte Observer about new monthly wine tasting events at the only North Carolina Stonewood Grill & Tavern.
  
• Supported Stonewood’s involvement in community relations and special events with publicity. Example: Press release issued announcing that Stonewood’s manager had been appointed to the board of the Convention and Visitor’s Bureau Hospitality Advisory Council.

Online News Room & Press Kit to assist with journalists' coverage of Stonewood’s Grill & Tavern. The interactive Web site featured:

• Current and archived press releases
  
• Downloadable menu
  
• Information on Stonewood’s extensive wine list and suggestions
  
• Locations and directions
  
• Staff listing and contact information
  
• Fact sheet and statistics
• Recent news coverage of Stonewood Grill & Tavern
• Photos
• Logo
• Timeline
• Sign-up service for journalists