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Case Study

Rascal House Anniversary/Promotions

Client Situation:

Rascal House Pizza was founded in 1980 and has since served as a local gathering place for students at Cleveland State University. The people of Cleveland have bestowed the title of “Best Pizza” on Rascal House. So when the decision came to move the flagship store, Rascal House needed a plan. The executive team planned a move to be closer to campus. They had to get the word out to inform the Cleveland community about the transition. At the same time, the Rascal House executive team was organizing their 34th Anniversary celebration. The plan was to draw attention to the new flagship location on Euclid Avenue and for the 34th Anniversary, at the same time.

Tactics:

Stevens Strategic was hired to devise a media plan and create press releases about the upcoming celebration. Media relations was conducted among 337 local entertainment, food, business and other news editors about the new flagship store and the anniversary. Second, the executive team wanted monthly videos created for distribution over social media. These videos highlighted the new location, new menu items, promotions and contests.

Results:

The major achievement was the media coverage for the anniversary celebration. Rascal House had a full treatment on WEWS Channel 5 News, two feature articles in Crain’s Business Cleveland and a follow up feature in Cleveland Business Connect. The 34th Anniversary celebration culminated in a live event hosted at the flagship location and was covered by WEWS Channel 5 News. The media coverage and social media videos dramatically increased traffic for Rascal House.

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