185K+ in Media Value with 400+ Pickups & 15+ Placements I Meals on Wheels Partnership
Five Guys Goose Creek launched with a powerful, community-first PR campaign that blended national media distribution, local storytelling, and grassroots engagement. Through strategic press outreach, nonprofit partnerships, radio amplification, and social-first promotion, the opening generated massive visibility—positioning the brand as both a community staple and a media standout.
A GRAND OPENING THAT NEEDED TO CUT THROUGH THE NOISE
Five Guys Goose Creek wasn’t just opening another restaurant—it was entering a competitive local market where visibility, goodwill, and immediate foot traffic mattered. The goal was to drive awareness fast, secure high-credibility media coverage, and root the brand deeply within the Goose Creek community. Success required more than a press release—it demanded a multi-channel PR strategy that combined earned media, local partnerships, and meaningful community engagement.
LOCAL HEART. NATIONAL REACH.
High-impact media distribution:
We executed a large-scale press release distribution that resulted in 449 media pickups, including Associated Press, Charleston NBC, Google News, and regional outlets, extending the opening far beyond the local market.
Radio & broadcast amplification:
The launch was supported by on-air radio mentions across multiple stations—WSSX, WIWF, WWWZ, WTMA, and WMGL—reinforcing awareness across diverse audience segments.
Community-first storytelling:
To build authentic local connection, we activated a Meals on Wheels partnership, issued a dedicated nonprofit press release, and amplified the give-back initiative across social media. Additional outreach included a ribbon cutting, first responder recognition, and school appreciation efforts.
Grassroots engagement:
We secured participation from four local schools for gift card appreciation and promotional support, and coordinated outreach with four+ first responder agencies via phone, text, and Facebook—turning the opening into a shared community moment.
Social & on-location support:
Coverage was repurposed for social boosting, shared through Facebook Events across 5+ local groups, and preserved in printable PDFs for on-site display—maximizing longevity and visibility.
Reach & Visibility:
Generated 1.84M total audience reach, with 17 editorial placements, 73K estimated views, and consistent social sharing.
Engagement:
Drove 311 engagements and 274 social shares, fueled by authentic community participation and localized storytelling.
Earned Media Value:
Delivered $185,000+ in earned media value, the equivalent of a six-figure paid media investment—without sacrificing trust or credibility.
Brand Positioning:
Established Five Guys Goose Creek as more than a restaurant opening—positioning it as a community partner backed by strong national media credibility.
