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Public Relations Case Study

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Raising brand awareness in a new market, establishing a presence in the community and driving customers to the store

ISSUE

Orange Leaf Frozen Yogurt had recently launched in the NYC market and was celebrating the Grand Opening of its Upper East Side location. The company was looking to raise awareness about the Orange Leaf brand and drive traffic to the store on its opening day. Orange Leaf was looking to attract two key audiences: local students looking for a post-school treat and professionals and families coming home from work. In addition to becoming the go-to store for delicious frozen treats, Orange Leaf was also interested in establishing a meaningful presence in the community through local charity efforts.

Community awareness through charitable giving to raise awareness and drive traffic.

IDEA

Orange Leaf Yogurt hosted a two-pronged grand opening event to attract key audiences. To draw in the after-school crowd, the store offered free treats from 3:00 – 6:00pm. To help spread the word, KCSA hired and managed a street team to hand out flyers in addition to local media and blogger relations. To establish a sense of community and attract other UES residents, Orange Leaf worked closely with Cookies for Kids' Cancer and donated all proceeds from 6:00 – 9:00 pm to the charity. The store even hired a face painter and balloon artist to entice families with young children to join.

Brand awareness effort included street teams, local media and bloggers.

IMPACT

The line for frozen yogurt treats extended around the block and hundreds of people were walking around with their Orange Leaf treats in hand, which was effective in making neighborhood residents aware of the new store opening. Approximately $2,500 of free frozen yogurt and toppings were given away in three hours and approximately $800 was raised for Cookies to Kids' Cancer. The event attracted a half a dozen reports and bloggers, generating coverage in a number of publications reaching their key demographic.