Objective:

In anticipation of its first expansion, Fruition Chocolate Works engaged Impact PR & Communications to build momentum around its new location within Eastdale Village in Poughkeepsie, NY. At the start of the partnership, Impact PR was tasked with sharpening Fruition’s messaging, generating a wave of media coverage and executing grand opening activations to draw Hudson Valley foot traffic to the new shop. Fruition extended its engagement with Impact PR during the campaign to include promotion of its new Boston pop-up location – enlisting the team to once again generate buzz through local media outlets and social media.

Strategy:

• Create a comprehensive PR timeline to guide engagement and proactive initiatives.
• Cull a targeted media list for both locations, including local, regional and national outlets, as well as influencers.
• Draft and disseminate press release announcements around both locations and coordinate interviews or shop visits with members of the media.
• Invite local media to grand opening events via a media advisory and personal outreach.
• Populate community calendar listings with the grand opening events for both locations.
• Identify and pursue Valentine’s Day gift guide product roundup opportunities.
• Build upon Fruition’s previously established relationship with the Dutchess County Regional Chamber of Commerce, helping to finalize its ribbon cutting and a future appearance on the radio show, Hudson Valley Business Scene.
• Connect with chocolate-industry organizations, such as the Specialty Food Association and Fine Chocolate Industry Association, to share Fruition’s news.

Results:

During the three-month engagement, Impact PR:

• • Marked the first day of the partnership with secured coverage in the Poughkeepsie Journal, ahead of the grand opening.
  • Garnered more than 45 media placements with over 350 million impressions in local and national publications, including articles in the New York Times Magazine, Hudson Valley Magazine, Westfair Business Journal, among others.
  • Facilitated media interviews with journalists from CBS News, The Boston Globe and Bites of Boston Food Tours.
  • Booked a radio show feature on the Dutchess County Regional Chamber of Commerce’s radio show, Hudson Valley Business Scene.
  • Coordinated a sponsored feature on Cidiot, an award-winning Hudson Valley podcast focused on life in Upstate New York resulting in the interview being released on 12 podcast platforms, including Apple Podcasts, Spotify and Amazon Music.