Pinot’s Palette – Painting It Forward Project Pet Event

BizComPR client pinot's palette case study

  • Client: Pinot’s Palette 
  • Location: Kansas City (5 franchise locations)
  • Goals: Secure pre-event media coverage to drive registrations and sell out all seats at the five participating studios for the event; ; Secure media coverage on the day-of event
  • Media cover: Local media outlets, local TV morning shows, radio shout-outs, social media publicity

Results

  • All five Kansas City metro Pinot’s Palette studios sold out two weeks ahead of the event, for a total of  209 painters across 5 studios
  • Secured local press in the Kansas City Star
  • Secured broadcast coverage on WDAF Fox 4 and KSHB 41 Action News
  • $2,170 total amount raised for Great Plains SPCA
  • $14,000 in revenue across 5 studios – average $2800/studio
  • $1,024.8 in frame sales across five studios – top 2 studios frame sales accounted for 15% of revenue! May have been a missed opportunity at other studios.
  • Social impressions – over 500 likes and 50 shares

How we did it

As part of its Painting It Forward initiative, Pinot’s Palette studios often partner with non-profit organizations and local charities to help serve their communities.  On April 9th, five local Kansas City studios joined forces to raise money for the Great Plains SPCA by hosting a Painting It Forward/Project Pet fundraiser.

The event provided guests with the opportunity to paint their beloved “fur-ever” friend while enjoying lively music and a glass of wine. Artists led guests step-by-step in creating their pet portrait inspired by a treasured photo of their companion sent to the studio beforehand. The cost to participate was $60, with $10 donated to the Great Plains SPCA.

In addition, the artist/instructor at each participating Pinot’s Palette studio painted an SPCA adoptable pet to go home with the pet’s new family once adopted. An adoptable pet from Great Plains SPCA was on hand at Pinot’s Palette – Leawood during the April 9th event.

An advanced publicity campaign by BizCom Associates garnered advanced coverage in the Kansas City Star and broadcast coverage on WDAF Fox 4 and KSHB 41 Action News as well as extensive coverage via social media, resulting in five sold-out events that raised $2,170 for the SPCA.

Research

While research was not commissioned for this specific program, strategies and tactics were developed based on the company’s base research that identified primary customers as college educated, professional women with a social conscious that fall within the “Kids and Cebernet” and “Couples With Clout” Mosaic Profiles.

Strategy & Tactics

  • Showcase community involvement to benefit a good cause
  • Harness the brand’s reach and influence of multiple Pinot’s Palette locations working together for the same initiative

Four weeks out:

  • Drafted a press release announcing the event
  • March 13 – All-hands conference call to communicate program, objectives and deliverables across all franchise partners and Great Plains SPCA
  • March 14 – Distributed press release with photo to all local Kansas City media
  • March 16 through 21 – Pitched calendar editors at local newspapers to include event; pitched local newspaper editors (pet, lifestyle), bloggers and magazine editors to write about the event
  • Social media push by Great Plains SPCA, Pinot’s Palette (continuous)

One to Two weeks out:

  • Drafted media alert inviting media to attend/cover the event on April 9th

Week of event:

  • April 7 – Sent media alert to local TV stations and newspaper news desks
  • April 7 – HQ sent reminder out to participating studios for “Day of” reminders announcing media coverage and tips for repeat business

Day of event:

  • April 9 – Media calls to local TV stations and newspaper news desks

Post event:

  • April 10 – Drafted a photo release with photo from the event and caption and distributed to local newspapers and bloggers
  • April 11 – HQ distributes final donation amount and verbiage to studios to announce on social media and their blogs
  • April 11 – Photo release sent to local Kansas City newspaper and magazine editors

Samples of results

BizComPR client pinot's palette case study

BizComPR client pinot's palette case study

BizComPR Pinot's Palette Case Study

 

BizComPR client pinot's palette case study

 

BizComPR client pinot's palette case study

 

BizComPR client pinot's palette case study

 

BizComPR Pinot's Palette Case Study