Challenge:  

To execute four simultaneous Grand Opening celebrations of four Orchard Supply Hardware stores across the Bay Area.

 

Strategies & Tactics:

• Tailor each opening for individual community, but maintain consistent look and feel across all locations

• Reach out to public officials for participation, lending substance and newsworthiness to occasion

• Coordinate media coverage, including social, to ensure consistent messaging. Focus media coverage on flagship Midtown store

 

Results:

• Successfully secured coverage of Midtown before, during, and after the Open House Celebration, making San Jose-Midtown the most extensively covered Orchard Supply store opening ever.

• NBC Bay Area used broadcast-quality video shot by PRxDigital

• Local public officials appeared at each Grand Opening Celebration, in several cases bearing proclamations from the city or state congratulating Orchard on its community involvement