Client: PDQ (People Dedicated to Quality)
Situational Analysis
PDQ, which stands for People Dedicated to Quality, is a fast-casual restaurant that specializes in hand-battered chicken tenders and offers a full menu of fresh, made-to-order items, including daily cut fries, hand-spun milkshakes and fresh salads. Founded in Tampa, Florida in 2011, PDQ opened its first North Carolina location at the end of 2012 and now has five locations in the Triangle. As PDQ quickly expanded in the area, managers wanted to introduce moms and families to the restaurant and build awareness of the company’s brand.
PDQ turned to Clairemont Communications to introduce influential moms to one of the newest fast-casual dining options and raise awareness about the restaurant’s dedication to freshness and quality. With no microwaves or freezers in the restaurant, Clairemont wanted to educate moms that there are healthier options available when they need to feed their families on the go. Clairemont created an event that directly targeted PDQ’s key audience of moms and in turn created loyal PDQ brand ambassadors.
Planning
Based on our primary and secondary research, Clairemont established the following objectives to achieve brand awareness for PDQ:
- Increase awareness of PDQ by securing at least five bloggers to attend the event.
- Secure 15 social media mentions.
We offered two seating times – a late lunch and an early dinner – to better increase our chances of coordinating with their schedules. Since PDQ is a family restaurant, we also decided to open the event to the bloggers and their families so they would get the true experience.
Because the Clairemont team knew that the bloggers would be live tweeting and posting pictures on Instagram, we created a document with the attendees’ handles so we could make sure PDQ’s social media team tagged them and responded accordingly. Additionally, we worked to identify which bloggers had allergy concerns and coordinated with PDQ to develop a document that detailed menu items’ ingredients to answer any allergen or dietary concerns.
Execution
To maximize engagement in-person and through social media, Clairemont focused its efforts for the mom blogger event in the following areas:
- Creating the Dining Experience for Moms: To get the full experience, we directed them to the counter to order directly from the menu. As most of them had never been to PDQ, we encouraged them to ask the staff questions. This allowed employees to demonstrate their knowledge of the brand and its menu, while showcasing their excitement for PDQ. It also allowed the bloggers to experience how easily menu items can be customized as part of a regular PDQ visit and not just at a special event.
- Engaging the Kids: With two moms on the Clairemont team, we know that the key to happy moms is happy kids! The children of the mom bloggers were treated as VIPs at the event. They were given behind-the-scenes Fresh Tours of the kitchen where they were invited to make their own shakes and to try the “potato punch down” that PDQ uses to make fries.
- Onsite Support: Two members from the Clairemont team staffed each of the sessions to engage with the bloggers, distribute information and take pictures to be shared on PDQ’s social media channels.
Evaluation
The PDQ executive team attributes this event to helping put the brand on the map in the Triangle region, and Clairemont successfully exceeded our objectives within our budget as follows:
- Secured attendance of 14 bloggers, exceeding our goal of five, which ultimately resulted in 10 blog posts. In aggregate, these 10 blog sites receive approximately 212,865 unique site visitors per month.
- Secured 21 social media mentions, exceeding our goal of 15 posts, which were visible to more than 42,000 combined followers.
Additionally, the bloggers provided feedback, stating that this was one of the best-planned and executed blogger events they had attended. They were impressed by the food, service, the allergy information and the special way their children were treated. Overall, Clairemont effectively engaged a group of vocal, visible bloggers, many of whom have become regular customers and PDQ brand advocates.
