Rose Group Applebee's is lookin' good in the neighborhood

Applebee's

Challenge

Applebee's Neighborhood Grill and Bar local franchisee, The Rose Group, has been a valued community partner throughout its 25-year history. For 11 years the company has supported The Alex's Lemonade Stand Foundation - a leading charity group in Philadelphia founded to find a cure for pediatric cancer. The Rose Group also support local law enforcement and veterans with through charity events in it’s local neighborhoods, as well as programs for local students, young children and area resident's affected by disaster.

Example from Rose Group Applebee's is lookin' good in the neighborhood Example from Rose Group Applebee's is lookin' good in the neighborhood Example from Rose Group Applebee's is lookin' good in the neighborhood Example from Rose Group Applebee's is lookin' good in the neighborhood Example from Rose Group Applebee's is lookin' good in the neighborhood

And, while the restaurant group's extremely loyal patrons have come to know their neighborhood Applebee's as a vital member of the local community, The Rose Group realized that by spreading the word about it’s charitable work, the company and its employees could be of even greater service to the community.

The franchisee enlisted the help of DDCworks to drive awareness of the many community-focused events to rally even more support from residents throughout Pennsylvania, New Jersey and Maryland.

Approach

DDCworks embarked on a media and community relations campaign to support The Rose Group, helping to promote in-store events, fundraisers, restaurant promotions and their voice as a leader in the restaurant industry.  By doing so, the agency handled:

 

  • Social media strategy and execution
  • Crisis communication
  • Media training
  • Campaign planning
  • Media relations - including the creation and distribution of press releases and the cultivation of media relationships and press opportunities
  • Thought leadership PR
  • Event planning and promotion

 

For over seven years DDCworks has supported The Rose Group's individual restaurants with localized promotion. The agency targeted individual communities located near the Rose Group's 59 Applebee's restaurants and three Corner Bakery Cafe locations.  Each year the campaign took a grass roots approach, using media relations and event promotion to raise awareness of each event's cause on a local and regional level. Specific Rose Group charitable causes supported by the agency include:

 

  • In-store fundraisers for The Alex's Lemonade Stand Foundation
  • Camp Cadet programs in support of local law enforcement
  • Veteran's Day fundraisers honoring hometown heroes
  • Back-to-school events with school supplies giveaways
  • Baltimore Safety Day in partnership with local area police and fire departments

Results

Throughout the years, the generous response from community members continues to grow.  And, by building solid media relationships with key press contacts in each region, press coverage of these local events also continues to grow and make a large impact on each event's success.

In the specific case of Alex's Lemonade Stand Foundation,what began as a small summer fundraiser in local Applebee's restaurants is now, seven years later, one of the largest Alex's Lemonade Stand fundraising efforts nationwide.  Community driven by the customers of Applebee's restaurants, the locally promoted, grass roots element of the full Applebee's PR campaign has helped The Rose Group and its regional partners raise over $2.4 million dollars for Alex's in support of pediatric cancer research.

DDCworks has secured record media coverage year after year for The Rose Group.  In just the first half of 2011 alone, the agency had secured over 35 positive press hits in leading national, regional and local press outlets, including Channel 69 TV, The Philadelphia Inquirer, Trenton Times, National Restaurant News, Montgomery Newspapers, Pottstown Mercury, Mainline Times, Scranton Times, and WBAL Radio Baltimore.This total 2011 coverageto date reached more than 550,000 community members in Pennsylvania, New Jersey and Maryland.

toggle

blog  |   case studies  |   agency news  |   careers  |   contact  |   login