Title

Applying the PESO Model: Public Relation Strategic Content Marketing and Branding for Local Washington Restaurant

Document Type

Oral Presentation

Campus where you would like to present

Ellensburg

Event Website

https://digitalcommons.cwu.edu/source

Start Date

18-5-2020

Abstract

Recent research from the Content Marketing Institute found the top two factors in increasing content marketing effectiveness are (1) doing a better job with content creation (85%) and (2) developing or adjusting their content marketing strategy (72%). Without a documented content strategy, organizations are left creating random pieces of one-off content that may or may not support their organization’s Public Relations (PR) goals and objectives. The presentation focuses on our PR research and developed strategies targeted to utilize the PESO Model (Paid, Earned, Shared, and Owned Media Content) to help a local community restaurant, the Red Arrow Drive-In, increase their branding recognition. The Red Arrow Drive-In is a burger restaurant located in Cle Elum, Washington. The restaurant was originally named McKean’s and was built by their family in 1953. The restaurant had been a staple in the community for decades until it was sold in the late 1990’s. Under the new ownership, the restaurant developed a less than stellar reputation. When the Sill family recently purchased the restaurant, they felt the organization needed to be rebranded to rebuild the restaurant’s image, and therefore, renamed the restaurant the Red Arrow Drive-In. They remodeled the restaurant improving both the building’s interior and exterior along with adding various menu items while keeping the popular choices. The presentation includes an analysis of the Red Arrow Drive-In’s advertising content, marketing potential, and developed PESO strategies showcasing our proposed multifaceted campaign, “Where do you Burger – Bringing Classic Burgers to Travelers”, utilizing the overlapping PESO tactics.

Faculty Mentor(s)

Jamie Gilbert

Department/Program

Communications

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May 18th, 12:00 PM

Applying the PESO Model: Public Relation Strategic Content Marketing and Branding for Local Washington Restaurant

Ellensburg

Recent research from the Content Marketing Institute found the top two factors in increasing content marketing effectiveness are (1) doing a better job with content creation (85%) and (2) developing or adjusting their content marketing strategy (72%). Without a documented content strategy, organizations are left creating random pieces of one-off content that may or may not support their organization’s Public Relations (PR) goals and objectives. The presentation focuses on our PR research and developed strategies targeted to utilize the PESO Model (Paid, Earned, Shared, and Owned Media Content) to help a local community restaurant, the Red Arrow Drive-In, increase their branding recognition. The Red Arrow Drive-In is a burger restaurant located in Cle Elum, Washington. The restaurant was originally named McKean’s and was built by their family in 1953. The restaurant had been a staple in the community for decades until it was sold in the late 1990’s. Under the new ownership, the restaurant developed a less than stellar reputation. When the Sill family recently purchased the restaurant, they felt the organization needed to be rebranded to rebuild the restaurant’s image, and therefore, renamed the restaurant the Red Arrow Drive-In. They remodeled the restaurant improving both the building’s interior and exterior along with adding various menu items while keeping the popular choices. The presentation includes an analysis of the Red Arrow Drive-In’s advertising content, marketing potential, and developed PESO strategies showcasing our proposed multifaceted campaign, “Where do you Burger – Bringing Classic Burgers to Travelers”, utilizing the overlapping PESO tactics.

https://digitalcommons.cwu.edu/source/2020/CAH/5