Whether a beverage, spirits or beer company with a mission, an eco-friendly light bulb or a sustainable coffee roaster, Communications Strategy Group’s (CSG®) Consumer Practice embraces a wide variety of B2B and B2C clients with enthusiasm. With more than 25 years of collective experience in PR and media, our Consumer Practice brings strategy, insight, creativity and connections to every client.
We’ve worked with top-notch franchise groups, restaurants, specialty food companies, educational institutions and more, all requiring different approaches to media relations, content creation, metrics and strategy. We apply our experiences and networks to each client, while taking a fresh approach to everything that we touch.
The consumer team understands the importance of campaigns that target the right influencers through the perfect mix of traditional media, online PR, social media, events, content strategy and grassroots efforts.
- Camp Bow Wow
- Coda Coffee
- Cook Street
- D'Vine Wine
- Four Seasons
- Freakonomics The Movie
- Harkins Theatres at Northfield Stapleton
- Legendary Baking
- Life’s Sweet
- Military & Veterans Discount Center
- Mitchell Gold + Bob Williams
- Montanya Distillers
- My Job Chart
- New Belgium Brewing
- No Socks to Work Day
- Save The Poudre Coalition
- Tesoro Cultural Center
- The Fort Restaurant
- Two Degrees
- Where Food Comes From
New Belgium Brewing
Challenge: To raise the visibility and awareness of New Belgium Brewing’s brand.
Solution: Communications Strategy Group (CSG®) works closely with New Belgium’s media director, sales executives, event teams, social media influencers, media buyers and others to coordinate consistent messages to a variety of stakeholders. New Belgium is a nationally recognized brand that requires proactive and reactive communications tactics to satisfy the appetite of media, partners and consumers.
Results: Publicity of New Belgium’s award-winning beer is a core element of what we do. We regularly announce product launches and seasonal availability, coordinate samples to media, and ensure that New Belgium is positioned as a craft brewing leader. New Belgium beers are consistently featured in national, local, trade and online press.
Sustainability is a pillar of the brewery’s business model. We weave the sustainable features of New Belgium into our messaging to ensure that the company’s CSR-related business practices are a distinct focus. All forms of media have featured New Belgium for being a positive corporate citizen and making sustainability fun.
New Belgium’s culture comes through with every brewery tour, event and job description. When Tour de Fat and Clips Beer and Film Tour hit the road every year, we work with media in more than 30 cities across the country to secure interviews, solidify pre-event and day-of media coverage and drive event attendance. Tour de Fat has raised more than $2 million to date for local nonprofits in its successful 13-year run.
Our comprehensive tracking allows us to report how many people traditional and digital media have reached. In 2012, media impressions surpassed 1.3 billion, with an advertising equivalency of more than $14.3 million.
The Fort: Modernized Digital Marketing for a Historic Restaurant
The Fort is an award winning, “truly Colorado” restaurant located in Southwest Denver, in Red Rocks Territory, that specializes in game meat. A family-owned legacy, The Fort opened its doors in 1963, and the building is on the National Register of Historic Places. The Fort restaurant is a full-scale adobe replica of Bent’s Fort, an important fur-trading fort originally located in Southeastern Colorado (1833 – 1849). The Fort looked to modernize its marketing strategy and once again become relevant and “top of mind” in Colorado’s restaurant and tourism scenes.
Communications Strategy Group (CSG®) created and executed a social marketing and strategic online reputation management campaign focused on claiming, optimizing, messaging creation – including curating more than 50 years of historic imagery – and complete management of The Fort’s Facebook, YouTube, Yelp and Open Table profiles; updating its business directory listings; optimization and full management of The Fort’s customer email marketing program; and proactively managing and nurturing user-generated reviews. A Facebook advertising campaign was adopted to increase community growth and awareness around sponsored posts.
Since the implementation of the social marketing and strategic online reputation management campaigns on December 1, 2013, Communications Strategy Group has boosted The Fort’s Facebook fan-base by 500 percent, impressions by 3,000 percent and page engagement by 2,500 percent. The Fort’s email membership list has doubled, Google direction requests have become a major business referrer to the restaurant and contribution to the build out of an entirely new website has reinforced an updated, modern brand. Identifying a need, developing a strategy and aggressive implementation resulted in raw business profitability – a 5 percent increase in diners and a 6 percent increase in total revenues in just six months. The Fort is experiencing its busiest fiscal year since the restaurant was established in 1963 and the prolonged maintenance of these social media profiles will ensure a modern online presence for an establishment with great historical value.
Challenge: Coda Coffee wanted to generate attention and awareness about its brand, by capitalizing on its “Roaster of the Year” award, an elite award in the coffee industry.
Solution: To generate awareness about Coda Coffee, Communications Strategy Group (CSG®) developed a media relations plan to target beverage and business media, along with key influencers in the coffee industry.
Results: CSG’s strategy and targeted outreach effort through media training, media influencer research, press release creation and personalized media pitches resulted in a 76 percent year-over-year increase in website traffic to http://codacoffee.com. During this two-month outreach effort, CSG secured more than 10 media placements, including a feature story in the Denver Post.
- Website traffic increased 76% year-over-year from October 21 to December 20, 2013 (timeframe for the outreach).
- Website traffic increased 72% from the two months prior to the launch.
- During the campaign, the top spikes in traffic occurred through PR-related activities:
- Release for “Roaster of the Year” announcement
- Denver Post article
- Media articles included:
- Denver Post – feature article
- Denver Life Magazine
- Barista Magazine
- Colorado Runner
- Mile High Living
2 Degrees Food™
Challenge: 2 Degrees Food™ engaged Communications Strategy Group (CSG®) to help with the launch of its new all-natural nutrition bars. For every bar sold a medically formulated nutrition pack went to a malnourished child in Africa.
Solution: To generate awareness about 2 Degrees and its unique mission, CSG developed a comprehensive and strategic media relations plan that included: media training and messaging, press kit development, media sampling coordination and release distribution to targeted food, health, business and non-profit influencers, along with personalized pitching.
Results: CSG’s strategy and targeted outreach resulted in several national articles, including features in Entrepreneur, Forbes and Inc., along with write-ups in Glamour and Bicycling Magazines. All of these placements, along with several others, helped increase awareness and generate tremendous interest in 2 Degrees.
New Belgium Brewing: A Model Employee-Owned BusinessMarch 24, 2015
“Kim Jordan and Jeff Lebesch wanted to run a more democratic business. Rather than shoulder all the tough decisions themselves, the founders of New Belgium Brewing Company sought their employees’ input early on. This meant cultivating what Jordan calls a “high-involvement culture” of engaged, enthusiastic workers and transparency with staff about all sorts of matters, including company finances.”Read More »
Intel & Insights
Are You Missing Important Aspects of Brand Storytelling?November 19, 2015
An organization’s messaging is one of the most important ways consumers identify with a brand. If the messaging is stale, how do you expect the consumers to react?
Developing creative messaging through storytelling is a fantastic way to engage consumers after the first interaction, and also how an organization can retain consumer attention for the long term.
Gini Dietrich, author of “Spin Sucks: Communication and Reputation Management in the Digital Age”, illustrates five important aspects of brand storytelling your organization may be missing.
“Your passion lies in how your product is created, your office culture, the one thing your organization truly cares about that makes it valuable to the world around you”
2. The protagonist
“The protagonist is you, your company, your product, or your service…look for themes or strong responses [from your organization], and combine them into a clearly defined description of your protagonist’s attributes.”
3. The antagonist
“The antagonist is the villain. It’s often the most overlooked part of an organization’s story. What is the enemy of your success? Think about it as an issue or challenge you solve.”
4. The revelation
“Unexpected twists and turns help make fiction compelling. Readers enjoy the surprise…your organization’s story should share something unexpected with customers and prospects.”
5. The transformation
“The final part of your story is the transformation: the thing that is different about the way you do business…tell the story from your point of view, and no one can copy it.”
Your brand’s story may not be as interesting as your favorite story as a kid; but then again, why shouldn’t it be? Explore your own creative avenues and craft a story that distinguishes the brand from everyone else. If you craft messaging using creative storytelling that captures the consumer’s interest, the groundwork is set for a long-term relationship.Learn More »
Mark Stern Promoted to Associate, Serving Health & Wellness and Consumer Teams
Communications Strategy Group (CSG®) is pleased to announce the promotion of team member, Mark Stern. Mark has served as a communications fellow on a part-time basis for the Health & Wellness team for almost a year, and joins the CSG team full-time in November.
With a passion for writing and a natural flair for interpersonal communication, Mark provides creative storytelling, tailored messaging and insightful media relations for clients on both the Health & Wellness and Consumer teams. Mark has held numerous communications roles in both the public and private sectors, and brings a unique ability to communicate with diverse audiences to CSG.
In his spare time, Mark enjoys staying active outdoors, playing guitar, piano and learning new musical instruments.