Two local entrepreneurs had an idea: open a CycleBar franchise in Berkeley. Great idea. Great franchise. Big PR challenge. What Heather and Chuck have going for them is a passion for cycling — both indoors and outdoors. The duo wanted to share that love with the East Bay community.
At the same time, they were working against pretty strong local headwinds. Berkeley is a tough city for new businesses, especially if your business is a franchise.
We did our best to tackle the second point head on, putting the spotlight on healthy living and what CycleBar calls its CycleGiving program.
We also wanted to stand out from the print press release crowd by scripting and filming a video press release featuring Heather and Chuck talking about the company, their studio, and their opening. That video has over 600 views.
CycleBar, the company, has a list of things that every local PR agency must do: make a list of 25 media/influencers, coordinate attendance at a VIP event, and write a press release.
We approached 85 media/influencers and sent out press releases covering the studio’s Thanksgiving Day opening, a CycleGiving event, and its VIP event, in addition to the Video Release. We tailored pitches to every outlet and influencer, provided an hour of media training, and monitored all coverage.
We also investigated local charities for CycleGiving events, offered guidance on social media marketing efforts, helped plan the VIP event, wrote listicles, and provided a list of free event websites where the team could post information about free classes.
We earned CycleBar Berkeley coverage in the East Bay Times, Diablo Magazine, 7X7, Berkleyside, The Daily Californian, and Berkley Patch. In all, approximately 6 million eyeballs read about the studio’s grand opening.