Stanford Grill

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Blue Ridge Restaurant Group, headquartered in Howard County, Md., owned five restaurants located in Florida, Virginia and Maryland before opening its sixth restaurant, Stanford Grill, on May 24, 2010. The restaurant group returned to Howard County to open Stanford Grill, which features distinct, chef-inspired American entrees in an upscale casual atmosphere. BHC coordinated Stanford Grill’s VIP reception May 22, 2010 as well as promoted its opening in the media with a press preview May 21, 2010 and significant media efforts preceding and following the preview. We targeted residents of Howard County, where Stanford Grill opened, followed by Baltimore and Washington, D.C. Located between both cities, Howard County supports many professionals who commute to Baltimore and Washington.

In addition to preparing to contact traditional media like newspapers, magazines and TV stations, we researched and identified top blogs in Maryland emphasizing food and Howard County. Likewise we researched and submitted Stanford Grill to online directories including Baltimore Eats, City Paper, Foursquare, Urbanspoon, CityPeek and Dine Howard County, which linked to the Stanford Grill website and increased traffic. We also strengthened Stanford Grill’s Facebook page, but as a new page with a growing number of followers, its usefulness was limited when Stanford Grill opened.

We developed a press kit designed for versatility which allowed us to (1) strategically distribute parts of the press kit before the press preview to inform and attract media, (2) distribute physical copies to writers at the press preview, and (3) distribute electronic copies to key media following the press preview. We created an intimate setting at the press preview where the writers sampled Stanford Grill’s food while building relationships with one another and BHC. These relationships primed the pump for future interaction leading to media placements. Bloggers also captured photos and videos at the press preview which they used in their articles.

Results included: 35 media placements throughout the region including: two WBAL TV morning show segments, Baltimore Sun preview story, Baltimore Sun review, five articles on the Tale of Two Cities, Food & Wine Blog and HowChow blogs (ranked among Maryland’s outstanding blogs by Baltimore Sun readers) as well as placements in The Washington Examiner, Business Gazette, Business Monthly and Baltimore STYLE Magazine among many others.

Stanford Grill website hits increased during key media placements, indicating their success in influencing audiences.

Stanford Grill’s popularity grew throughout our media efforts bringing hour-long waits, overwhelming crowds and requiring Stanford Grill to turn away people on weekends.

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