SALTYARD

Saltyard is an Atlanta-based restaurant known for internationally influenced small plates with a focus on local and seasonal ingredients.

Problem

At project start, Saltyard was approaching its one-year anniversary, and had a small, loyal base of regular guests. Weekends were busy, but weeknight sales were low and and the restaurant was not receiving consistent media coverage. Ownership was seeking increased brand awareness and sales during “off peak” hours as they entered their second year of business. 

Initial project objectives included a 50% increase in earned media placements and social media followers. Elle PR exceeded goals, generating the following results:

  • Over 150% increase in earned media placements (print and digital) highlighting Saltyard’s cuisine, staff and F&B programs.
  • More than a 200% increase in engagement across social media platforms within the first year (Facebook, Instagram, Twitter).
  • Grew email database by 6,000 unique, up to date email accounts.
  • Strategic chef placements and brand partnerships that supported greater overall brand awareness and recognition of Chef Nick Leahy as a local celebrity chef
  • Secured media coverage that exposed brand to an audience of more than 500 million, placements included outlets like Atlanta-Journal Constitution, Southern Living, The Local Palate, and multiple national TV segments on HLN weekend Express.

Challenges

The team knew they had a special concept with great service and food, but were concerned about their ability to compete with area restaurant groups. Previous engagements with PR consultants had not generated consistent press for the brand.

Solutions

Elle PR used the following strategies to ensure project success.  
  • Improved channel effectiveness by refining key brand messaging.
  • Positioned Chef Nick Leahy as an up-and-coming chef to watch on the Atlanta dining scene.
  • Positioned Saltyard as a “best place for small plates” for strategic branding purposes––secured media placements supporting these brand messages, including the award from JEZEBEL Magazine for Best Small Plates in the "Best of" issue.
  • Development of written and visual press materials reflecting key brand values (e.g., staff biographies, story angles, photo shoots).
  • Targeted media relations (e.g., media pitching, hosting media events, strategic media partnerships)
  • Secured ongoing chef placement and exposure opportunities for Chef Nick Leahy. (e.g., high-profile food events, chef demos, earned media opportunities).
  • Developed and executed social media strategy.

National TV & Digital Media Coverage

Print & Digital Media Coverage

 

ORPHEUS BREWING

Orpheus Brewing is an Atlanta-based craft brewery known for new hops, wild fermentations, and barrel-aged beers.

Problem

Orpheus Brewing came to Elle PR for strategic and compelling brand storytelling that would generate increased awareness and recognition among target audiences. Prior to working with us, social media efforts were delivering mixed results and channels were not growing or generating the engagement levels desired.

Within five months, Elle PR generated the following results:

  • 2,300 new Facebook followers (30% increase) who fit within targeted audience profiles and over a 134% increase in Facebook page reach.

  • More than 3,000 new Instagram followers (40% increase). 

  • 30% increase in brand mentions on Instagram.

  • Secured media coverage that exposed Orpheus to an estimated online audience of more than 30 million; placements included outlets like Atlanta-Journal Constitution, Creative Loafing Atlanta, PorchDrinking.com, and national TV coverage on an HLN Weekend Express segment. 

  • Facilitated a partnership with popular beer blogger Ale Sharpton of Crusin' for a Brewsin' to create branded Orpheus video content that was distributed online by both parties. 

 
 
We capitalized on the popularity of the craft beer industry and engaged in strategic brand storytelling to build awareness and grow audiences.
 

Solutions:

  • Improved channel effectiveness by refining key brand messaging.

  • Developed customized social media programs, content calendar, and managed daily posting to Facebook, Instagram, and Twitter.

  • Showcased Orpheus brewery, products, and staff with original photo/video content.

  • Development of written and visual press materials reflecting key brand values (e.g., story angles, photo shoots).
  • Secured third-party coverage by engaging in targeted media relations.

Print & Digital Media Coverage