Off The Grill, a fast-casual restaurant, had received negative publicity because of filing for Chapter 11 bankruptcy. The company had since reorganized and wanted to re-establish the brand locally and position itself as an innovative delivery, dine-in and take out concept experiencing unprecedented growth.
Strategy and tactics
Lovell developed message points and secured feature stories in several key national trade and local consumer publications. Additionally, new store openings were supported by media relations, and Lovell developed strategic messages and prepared the CEO and other senior executives for media interviews.
Off The Grill was properly positioned as a re-organized, re-energized company poised for growth. Placement included a feature story on the company’s founder and the obstacles he overcame to continue to grow his operation and the Off The Grill brand.
"Lovell’s media training prepared me for the multiple interviews I had, and the strategic placements they secured were a home run for Off The Grill as the company sought to position itself in a competitive marketplace."
- Alan Thompson, Founder and Chief Operating Officer, Off The Grill
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