Chocolat

Great public relations begin with a good story. Good stories flow from good times, relationships that matter, and events people want to be a part of. Chocolat : UNE SOIRÉE DÉLICIEUSE was an event hosted by New Morning Store, an independent natural and organic retailer, to benefit the local Audubon center. It was staged at a local French antique store and included a program to attract newcomers, while minimizing expenses.

Paolaworks captured four feature stories and numerous press releases. We created two, free pre-events, with press before and after: one, community-based at a local business association meeting; one, in –store, fondue tasting featuring dark organic chocolate donated for the main event.

Program specials included Audubon birds of prey from another center, displays provided by local organic coffee and wine merchants and a naturopathic physician discussing the antioxidant merits of chocolate. Entertainment was provided by a musical trio of store customers, playing for gift certificates.

Two major e-blasts were sent to business and customers. Invitations were produced and mailed to customers and Audubon members. Fliers were distributed throughout the market area at businesses and town offices. Print and Internet advertising was placed in local newspapers and websites. In-store posters, fliers and pre-holiday ticket specials were also utilized.

The event was a sell-out weeks ahead. New Morning more than doubled its proceeds from the previous year while minimizing costs from the previous year. The down side? Beating the results next year.

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