Overview

WWLogo2011dropshad_825x461RB Oppenheim Associates planned pre-opening and grand opening events for four Which Wich locations in Tallahassee as well as one in Destin. The goal was to make local community members aware of the brand and menu offerings. To accomplish this goal, we planned events to engage local business leaders, VIPs, students, Yelpers and the media. We strategically crafted invite lists to target key influencers who would become brand ambassadors through their experiences at the pre-opening events.

RBOA took care of event planning details, such as sending invites and booking entertainment, and media relations activities, such as compiling press kits and following up with media to ensure attendance and coverage. We encouraged social sharing by creating Instagram cut outs, Snapchat geo-filters and step-and-repeat backdrops.

Results by location:

Destin Commons:

  • Covered by seven key local media and food writers
  • Over 60 local community members invited to pre-opening event
  • Almost 500 school staff members invited to pre-opening events

Walker Plaza:

  • Ranked No. 1 in sales in the nation two months after opening
  • Ranked No. 1 in sales in the nation its first year opened
  • Covered by seven key local media and food writers
  • Invited 90 local community members in leadership to pre-opening event
  • Invited 160 leaders of prominent student organizations on FSU and TCC campuses to pre-opening event

Village Commons:

  • Covered by four key local media and food writers
  • Invited 150 local community members to pre-opening event
  • Invited 340 faculty and staff from local schools to pre-opening event

Magnolia Grove:

  • Covered by two key local media and food writers
  • Local businesses events attended by 160
  • Media and school staff event attended by 80
  • Official Yelp event attended by 30, generated 12 reviews

The Hub:

  • Covered by six key local media and food writers
  • Local businesses event attended by 166
  • Student leaders event attended by 173
  • Media event attended by eight media influencers
  • Official Yelp event attended by 23, generated seven reviews