Wilmington, North Carolina – home to dozens of locally acclaimed restaurants, all with unique flares. One of the most popular tastes in town is authentic Italian, and one of the most popular Italian restaurants is Nicola’s. Located on Oleander Drive, Nicola’s is nothing special upon first glance; however, the establishment envelopes customers in fragmatic waves of garlic and spices, while the modern interior displays playful colors and organic designs. Their menu offers a modern twist on italian cuisine, such as homemade pastas and wood oven pizzas – pair one of these signature entrees with a house wine an customers are guaranteed to leave happy.
Founded by Nicola (Nick) Pittari, Nicola’s was purchased in 2006. Nick’s family is from Sicily, which is prevalent in every dish on the menu. Nick is still head chef of the restaurant, which is a personal touch that many local establishments lack. Offering a variety of entirely homemade sauces, pastas, and even an extensive gluten-free menu, Italian-with-a-twist has never tasted so good.
Like many business owners, Nick turns to social media to promote his business. Nicola’s can be found on Facebook (Nicola’s Wilmington), Instagram (nicolaswilmington), and Twitter (nicolasitalian). The difference between Nicola’s and many other local businesses, is that every social media site is updated FREQUENTLY. The most recent Facebook post? 2 days ago. The most recent Instagram picture? Yesterday. The most recent Tweet? Same thing. Maybe this is because Mr. Pittari understands the concept of Media Ecology.
Media Ecology states that media environments, and such modes of communication, can actually play a key role in the way humans act and react to situations. With multiple social media accounts supporting a business, said business is likely to get more customers than a competitor with a smaller social media presence. Nicola’s Facebook page, displays a specials menu and a wine selection at least three times a week. To all of the page’s subscribers, this could be a driving force or a decision-maker, regarding where someone wants to eat dinner. Having a personal connection via social media is incredibly important to a business, especially in a town like Wilmington that is full of incredible local food. Nicola’s definitely aims to stand out with such a presence, and Chef and owner Nick Pittari should chalk this business up to a success.
What are some other restaurants you’ve seen that make a local connection with the community through social media outlets?
Otherwise known as a flaming success, the Flaming Amy’s brand has made quite the name for itself in Wilmington. The Amy’s family enterprise offers two diverse dining experiences under one brand. The Flaming Amy’s Burrito Barn is housed in an actual barn shaped building offering an eclectic and funky vibe with its sticker covered windows and doors and mismatched frames lining the walls. But if Tex-Mex isn’t your thing, no worries! You can head on over to the Burrito Barn’s sister and enjoy a taste of non-traditional Mongolian stir fry at Flaming Amy’s Bowl.
The Bowl and Barn share more than just their laid back and liberal atmospheres. Since they opened their doors in 2000 the two restaurants have garnered fans and local awards, with the Burrito Barn even making it as one of 64 contenders in FiveThirtyEight’s “Search for America’s Best Burrito.” Self-proclaimed as “hot, fast, cheap and easy,” the family behind the Amy’s enterprise has successfully marketed their brand to the local community.The Wilmington community in turn has responded by becoming an active part of their IMC strategy. Locals are quick to send any visitors or newcomers in town in the direction of either Flaming Amy’s restaurant, implementing word of mouth marketing to increase the already well known brand.
And in the word of the Flaming Amy brand itself:
“Always remember and never forget… EAT AT FLAMING AMY’S!”
Word of mouth marketing (WOMM) is a type of marketing that is the most ethical and one of the most valuable ways a company can market. WOMM allows customers to have a voice which in turn will give the company an opportunity to listen to customer’s needs and realize that a happy customer is their greatest endorsement. Conversation creation is a marketing tactic that companies use to gain people’s attention, this can be done through interesting or fun advertisements, catchphrases or emails. Flaming Amy’s utilizes conversation creation through their FAB and Eat at Flaming Amy’s stickers. These stickers can be seen throughout the Wilmington community; on cars, laptops, notebooks and other items you would put a sticker. Conversation creation marketing targets a small group of people which will then influence a large group of people. This type of marketing is an inexpensive way that can produce big results.
The Flaming Amy’s Brand has successfully created a loyal audience and customer base with it’s marketing communication efforts. We have all seen the stickers all over town, and it’s always exciting.
By Aki Suzuki, Carrie Poniewaz, Carey Shetterley, Lexie Trimnal, June Wilkinson
Tonight marks the 9th annual Rock for a Cure event benefiting the New Hanover Regional Medical Center Foundation’s Pink Ribbon Project. The event is hosted by the Communication Studies Society and will be held at the Reel Cafe, located in downtown Wilmington. The event is to help raise awareness and funds for the Pink Ribbon Project.
There will be performances from The Schoolboys and UNC-Wilmington senior, Lake Gibson. The auction will contain sports memorabilia, concert tickets, jewelry and other items. Aside from the auction, a raffle will also be held, with prizes such as an iPad mini 3, more concert tickets, gift cards and more. Thanks to the contributions provided by the sponsors and donors, Rock for a Cure is able to provide great prizes that have raised over $33,000 since its inception.
Rock for a Cure is successful by appealing to not only college students, but also the Wilmington community. The event is only $5 to attend, which makes it one of the most affordable philanthropic events in the area. This allows community members to contribute more towards the auction and raffle, which is a prime generator of the funds. However, the low entrance cost makes the event appealing for students because they can be a part of the event and help the cause.
The fun kicks off a 6 p.m. tonight. Don’t miss out on this opportunity to give back and have a great time. If you can’t make it, what other ways are you giving back to your community?
Cucalorus is Wilmywood’s premiere quirky film festival, showcasing independent films from local, national and international artists. Film connoisseurs sporting chunky glasses, artsy students in their thrift-store best and less interesting folk like you and I file into Thalian Hall (or one of the many other venues), settle down and wait for the lights to dim. This November will be the 21st year this little slice of art and culture draws people to downtown Wilmington.
I could barely convince people to keep coming after my twelfth birthday party, so how does Cucalorus garner a big crowd each consecutive year? A cohesive brand narrative, that’s how. And Cucalorus’ brand narrative is nothing short of weird—but in the good way. Let’s explore what makes Cucalorus cool.
It’s in the copy
While none of these factors are ranked in any specific order of importance, I am a word person and always like to read and evaluate the voice of an organization. Many organizations forget about this, not capitalizing its subtle importance. Bad organizations.
Cucalorus, on the other hand, has got its copy down pat. The copy, whether it’s online, in print or broadcasted on the radio, is how an organization communicates not only its news or events, but its personality, its voice and its image. Here’s a snippet of copy from Cucalorus’ donation page on their website:
“Hey Cucalorians!!! Do you need to get rid of unwanted cash? Make a donation and we’ll send you a tax deduction letter to send your fuzzy little friends at the IRS (they don’t need your money and clearly don’t know what to do with it!!). We do know what to do with it – we’re already plotting and scheming for the 21st annual Cucalorus Film Festival – taking place November 11-15, 2015!!! Help us fund the dreams and visions of artists all over the world by making a donation today.
Dreaming of eggnog omelettes!
Cucalorius.
The Cucalorus Film Foundation is a 501c3 non-profit and your donation is tax deductible to the fullest extent of the law.”
On first glance this might sound unprofessional and not the voice an organization would want to convey. The context, though, is important. Cucalorus’ audience is mostly the aforementioned artists, hipsters and independent film connoisseurs and Cucalorians. These types of people generally like funny, creative and quirky things (like Cucalorus). These types of people also tend to be skeptical of the IRS—not to mention the state cutting NC’s film incentive last year. So yes, it might be OK for Cucalorus to be a bit irreverent, and it’s their creative risk.
Digital presence, dude
If your business doesn’t have some sort of online presence (an email address counts), I would like you to write to me immediately by carrier pigeon and explain how you’re still surviving. An online presence is increasingly important each year, and now just having a website and Facebook isn’t cutting it. Brand cohesion across appropriate social media networks and inter-connectivity between them is vital.
Cucalorus not only has a website, Facebook, Twitter, Pinterest, and Instagram but their own blog and—drum roll—they are all updated. Bravo, Cucalorus. Content creation and audience engagement are essential to a successful IMC strategy.
Creepily consistent image
This one is tandem with the digital presence. IMC consists of advertising, public relations, marketing and every other single communication an organization can perform with its publics. Consistency in corporate communication allows the organization and its audiences to construct a narrative and image of the brand. This is what people can relate to. This is how we can see the quirkiness, irreverence and artsy personality of Cucalorus as if it were that weird kid in your English class who would always have some snappy reference to an obscure book even your professor hadn’t read. But less annoying.
The color scheme and design is consistent. The font-faces, graphics and little cartoon dudes are consistent. There’s well-organized navigation and that copy I was talking about earlier. The social media pages follow suit. There’s an article on this if you’re into academic papers. Basically, the author, Simon Torp from Odense University in Denmark, says that as an organization your communication through all channels must be consistent, accessible and in line with your self-image, public image and meta-image for people to take you seriously.
Zany staff workers
When I said all channels of communication, I meant all of them. Even the staff workers and volunteers need to be carefully selected and even briefed on an organization’s code of conduct. One time I went to a screening of a Cucalorus film at Thalian Hall and, not to get into too much detail, I, with the rest of the audience, was sternly asked by staff to partake in a ritual involving whipped cream, button pins and our tongues. Was I offended? No, but I could have been if I had been misguided by thinking Cucalorus was actually a convention for neo-Puritans. Because their self-branding and self-image don’t suggest that, I could expect something out of the ordinary. It’s the risk that Cucalorus takes to maintain its image and appeal to its target audience.
High-quality product
When it comes down to it, a business or organization is only as good as its product. Silly brand narrative and image aside, Cucalorus does a good job at what it does. It recruits and selects excellent film talent from around the world and showcases it in quality and entertaining venues. This is where word-of-mouth comes into play. Word-of-mouth marketing or WOM is an organic and invaluable means of public relations, advertising and marketing. Have you ever read a positive news story about an organization you love? Or has a good friend of yours recommended a product or service they favor? These are examples of WOM that can make or break an organization depending on whether they are in favor or against it. Maintaining the balance between brand narrative, professionalism and good business sense is how an organization thrives. While Cucalorus does an outstanding job of its own branding and controlled media, its reputation for quality and intrigue reign in filmmakers and spectators every year.
I am no way affiliated with the Cucalorus film festival professionally, nor do I represent it. I recognize good IMC in organizations and talk about it here. But, if you are tired of what the local theaters are playing, check out a showing of something interesting between November 11 and 15 downtown at Cucalorus.
Pumpkin is the flavor of fall. Products that offer limited edition seasonal pumpkin flavors and scents include pumpkin beer, pumpkin M&Ms, pumpkin spice marshmallows, pumpkin candles, pumpkin scented shampoo… and according to testers at the TODAY Show pumpkin spice Oreo’s are “especially tasty”.
But no one does it better than Starbucks and the Pumpkin Spice Latte.
Pumpkin Spice Lattes first appeared on the Starbucks menu in the fall of 2004. This is the beverage that kicks off their holiday seasonal drinks, even though it comes out in late August. The creamy pumpkin pie sensation mixed with a subdued coffee flavor created a taste that consumers immediately latched on to. One sip can bring you down memory lane, sharing an evening with your family, exchanging laughs and stuffing your bellies.
Along with scarves and sweaters, sipping on a Pumpkin Spice Latte has become a new fall accessory. The drink option reminded loyal customers why Starbucks was their brand of choice and offered incentive for potential new customers to engage in their products.
Seattlemet.com states that in October 2004, just one month after releasing the Pumpkin Spice Latte, Starbucks noted an 11 percent spike in their company sales compared to the previous year. It was official…the brand had struck orange.
In 2013, forbes.com reported that Starbucks has sold over 200 million pumpkin spice lattes and generated a revenue of over 80 million dollars.
But popularity has a price. The seasonal drink got so popular that it seemed to reach a tipping point. Last year in 2014, some consumers were losing their sense of identity from feeling too conformed by the Starbucks pumpkin spice fad. Customers became critical of the product and and found some weak spots to pick on. The beverage’s ingredients did not actually include pumpkin and did include caramel coloring. These two things were enough to start an anti-PSL movement. This movement grew to such a size that Starbucks revisited its IMC plan.
After 11 years with the same successful recipe, Starbucks reformulated to accommodate disgruntled customers. In addition to adding real pumpkin, the company devoted a large IMC effort towards branding this product. They have created a tumblr, an instagram, a twitter, and an entire brand identity just for one drink. The real Pumpkin Spice Latte now takes selfies and interacts with its audiences. Starbucks Efforts include having its own trending hashtag (#PSL), offering an iced version for warmer weather, and even a password that allows people to buy the drink earlier than it is official release date.
Will Starbucks be able to revive the pumpkin spice latte trend once again? Or will the PLS critics find some other problem to cling to?
Love Pumpkin Spice Lattes? Use the #PSL on Twitter, Instagram, or Facebook to gush about your love for this hot beverage. Or leave us a comment below and let us know what you think!
Watch Starbucks 2015 Campaign here: https://www.youtube.com/watch?t=112&v=la-h1sE3igs
-Aki Suzuki, Lexie Trimnal, Carey Shetterley, June Wilkinson, Carey Poniewaz
Beginning last summer, the City of Wilmington along with New Hanover County and the surrounding beach towns have attempted to develop a brand for Wilmington. Various groups within the community might have different perspectives on what this southeastern North Carolina town is all about, but officials involved believe there must be a common theme amongst the groups. They also have mentioned that the goal is not to “re-brand.” They have clearly stated that it is a first time effort to create an effective message of what Wilmington is to outsiders.
Beth Schrader, strategy and policy manager for the county believes that branding the town gives you an initiative you can sell. Once there is an established brand, outsiders will know what exactly sets Wilmington apart from other southern historic towns.
UNCW business and marketing students and professors have played a huge role in this process. They have aided in research and surveys, which has been an exciting opportunity for them to engage in applied learning.
Recently, the Brand Identity Leadership Team met to continue the mission of branding the Wilmington area. Newer ideas include Wilmington being a place to “discover” as well as the idea to market Wilmington as a “hidden treasure.”
Tom Porter, chairman of the marketing department at the UNCW Cameron School of Business, presents rough ideas for the mission to brand Wilmington. (Photo from PortCityDaily.com)
The idea of attempting to brand an entire town might seem strange at first glance. But according to CEOs for Cities article, “Branding Your City,” cities have always been brands. When you think of our globalized world, every place has to compete with every other place for attention, which creates the need for a brand identity. Cities need to set themselves apart from other cities in order to attract the world to that city. Branding is a tool cities can use to define themselves, which is necessary to have a long-lasting impact. The brand will influence and shape the world’s perception of a town.
Branding a city is an important and commonly used tool, but the question that remains is does Wilmington already have a brand? Will the initiative be able to successfully brand something that has already existed for so long?
What is the Wilmington brand to you? Comment and let us know!
So maybe you aren’t an advertising or public relations expert, but you do need to get your local business’s name and message out to the media. Pitching to the media isn’t as easy as submitting a release and expecting it to show up in publications. Despite being aimed at mass audiences, media outlets still have targeted content. It’s important to keep in mind a variety of factors when deciding which outlets you want to pitch to and how to execute those pitches.
In “How to Pitch 6 Things You Must Know” Jeff Haden explains that understanding the media’s readership and demographics ensure that your advertisement and business match. Outlets often provide a page that covers information such as the demographics and psychographics of their readers or subscribers – average age, most predominant gender, and what their interests are. Below is an example from Wilma Magazine’s website.
Once you have decided on the outlet you want to make sure your pitch has the seven values of newsworthiness such as, timeliness, impact and proximity. You can read more about these here.
The hardest step in a pitch is actually finding the right person to pitch to. So below are some tips from Carrie Morgan and some suggested Wilmington area outlets to pitch to.
Local Broadcast: WECT 6 Wilmington, WWAY 3 ABC, CBS 10 Wilm, News 14 Carolina, The Cape Fear CW 3.2.
Start with emailing the news desk.
Look for an online staff directory.
Call and ask questions.
Pitch the producer for that specific show.
Watch the news.
Local Newspapers: Star News, Lumina News
Look for specific beat reporters.
Don’t pitch to the editor in chief.
Get familiar with the staff directory.
Read their job descriptions.
Local Magazines: Encore, Salt, Men, Ink., Wrightsville Beach Magazine, Wilmington Magazine, Focus on the Coast, The Greater Wilmington Business Journal, Wilma.
Always pitch to the editor.
Obtain a staff directory.
Don’t reach out to the publisher.
Identify regular columnists.
Local Radio: Coast 97.3, Z 107.5, Sunny 104.5, WWQQ 101.3, 94.5 Hawk, 93.7 & 106.3 The Dude
Noticing a theme? Be familiar with who the writers are and what they write about. Don’t auto generate your pitch; personalize according to readership, reporter, and relevance. Furthermore, make it easy for those you are pitching to. Don’t add extra fluff, make sure the who, what, when, where, and why of the pitch are all clearly identifiable.
Knowing how to pitch your business or brand is a valuable asset. Do you have any tips on pitching to the media? Share them with us in a comment below!
IMC Hawks Blog 