Publicity Plan Spring Rolls

The Editorial Universe

The Corporate Messages:

• New location opening in Mississauga (Sussex Center, Hurontario and Dundas St) at the end of August. This new location will raise the bar on stylish restaurant design, quality cuisine and service excellence.
• Unique, one of-a-kind pan Asian dining experience offering sophisticated style and high quality food at great prices.
• The first Toronto based pan Asian restaurant operation to popularize pan Asian cuisine in a comfortable, luxurious and affordable environment.
• Mission statement that reflects a culture of respect, innovation, passion and excellence
• Asian owned and operated since 1996
• Chef Hai creates comprehensive menu choices from Thai to Chinese for a unique culinary tour with distinctive contemporary flair. Choices include, Dim Sum, South East, Rice Platters, From the wok, Authentic Thai, Street noodle soups, Salads and lighter fare, Chef’s specialties and Vegetarian
• Great attention to detail is given to restaurant interior design, menu planning and service quality.
• Each location is carefully designed by in-house designers to reflect elements that are clean, minimal and modern. Interiors are accented with elaborate flower designs and modern furnishings.
• New and special menu and bar items are added on a regular basis and influenced by seasonal, global and local trend considerations.
• New items include Tango, Mango Chicken, Char Grilled Korean Kabi and Tiger Shrimps and Tango, Mango Fish and Tiger Shrimps. Signature dishes include, Black Pepper Filet of Beef Flank, Thai Chili Tamarind Seafood and Szechuan eggplant, sweet pepper on tofu
• “No rock just roll” Cool vibes by DJ Reign played every day from 6:00-10:30 PM and Sunday from 6:00-9:30 PM at Erin Mills Town Center. Jazz, Jazz Fusion and Smooth Jazz played while you eat, drink and relax
• Spring Roll locations at 40 Dundas St at Yonge, 45 Eglington E at Yonge, 85 Front St E at Jarvis, 693 Yonge St at Bloor, and at the Erin Mills Town Center at Eglinton and Erin Mills Pkwy.
• Additional services include VIP rooms and pre-set menus for up to 150 people, “crowd pleaser” catering, 11-11,365 delivery and “put your money where your mouth is” gift certificates.

Moving the Messages:

• Targeted general feature story in local and regional daily, weekly and monthly consumer print, TV, radio and internet media covering news, food, restaurants, lifestyle, interiors, general interest, business.
• On site Sussex Center cooking segments on local or national morning show that features Chef Hai, special and signature menu items and Sussex Center design features.
• Targeted recipe listing in local and regional daily, weekly and monthly consumer print or internet covering food, restaurants, lifestyle, general interest. Focus on special and signature menu and bar items for the Sussex Center location
• Event listings or launch coverage in daily, weekly and monthly consumer print, TV and internet media covering parties and special events
• Targeted general feature story in Canadian trade media covering food and beverage, restaurants, interiors.
• Create further publicity with photo or video opportunities with focus on the construction and design of the new Sussex Center location and special or signature menu and bar items.

The Moment to Break the Story:

· On July 30th I will prepare strategic written media communication materials and kits for delivery and follow-up starting August 13th. To create an impact I would suggest we include an invitation to sample a special or signature lunch menu item, delivered from a Spring Rolls location. This will give the media a chance to experience all aspects of the Spring Rolls brand including delivery. The written items and kits would include the following:

1. Primary corporate/product/launch event specific press release announcing the official opening of the Sussex Center location at the end of August and highlighting key and minor messages as listed above.

2. Pictures of all Spring Roll locations including interior plans or pictures of the Sussex Center location

3. Pictures of Special and Signature menu items

4. Menus

5. On August 20^th I will create customized pitch letters and phone scripts targeted to each specific media for follow-up.

6. Media alert end of August

7. Ongoing media alerts and news announcements to build and maintain public awareness of the Brand.

Objective:

To develop a highly visible publicity program that will accomplish 1) Strong launch of the Spring Rolls Mississauga location to Canadian consumer and trade media 2) Create an ongoing editorial interest in the Spring Rolls brand and: 3) drive traffic to http://www.springrolls.ca/ and other Toronto GTA Spring Roll locations.

I will target the long lead Canadian publications and broadcast outlets first as the majority of monthly and bi-monthly media are currently working on their October issues. Efforts will then target shorter lead media in print and broadcast markets in the Toronto GTA, including news wires.

Project Requirements:

• Creation of video and print media kits for distribution to media contacts at no cost to PRONOIC PR
• Access to all marketing, graphic, print materials, including pictures, videos at no cost to PRONOIC PR
• Registration with newswires for press release distribution at no cost to PRONOIC PR
• Chef Hai or company representative is available at all times to conduct interviews, provide quotes or recipes on behalf of the brand.
• Access to all locations and menu items for sampling and trials at no cost to PRONOIC

Media Bible:

· Attached but not including media for interiors, business, party and special event coverage, which I can add at a later date

Duration of Contract: Minimum two (2) months beginning August 2007.