When Zepeddie’s Pizzeria prepared to reopen after a 23-year hiatus, their story held not only the excitement of a new restaurant but also the heartwarming narrative of a family returning to the pizza business after nearly two and a half decades. Knowing this unique blend of legacy and novelty would resonate, we crafted a media strategy that would captivate both media outlets and Charlotte locals. Thanks to these efforts, our press release secured four pieces of media coverage in a single day, with additional coverage still coming in. Here’s how our team, guided by our PR Specialist, Dustin Metz, helped turn this into a successful launch, securing coverage that generated buzz and celebrated the pizzeria’s comeback.
1. Crafting Impactful Media Alerts: Keep it Clear and Compelling
A successful media alert should be concise, engaging, and lead with the “5 W’s”—who, what, where, when, and why, right from the start. For Zepeddie’s, we highlighted that the reopening was not just another pizza launch but a celebration of a beloved local spot brought back to life. As a PR professional with years of experience, Dustin emphasizes keeping the message brief yet impactful. This alert was clear on what Zepeddie’s offered: a grand reopening that included a playful stromboli-eating competition, face painting, balloon art, and music! Tapping into the fun and nostalgia surrounding the event, we ensured the media alert spoke directly to the audience’s sense of curiosity and community pride.
2. Press Release Essentials: Go Beyond Informing, Tell a Story
While media alerts catch attention, a well-crafted press release creates a story that encourages deeper interest. With Zepeddie’s, the narrative was already compelling: a family returning to their roots and reopening their cherished pizzeria after 23 years. In the release, we highlighted this storyline, sharing the family’s journey and their dedication to bringing back the same quality and taste locals remembered. We went a step further to highlight the refurbished original Zepeddie’s Pizzeria sign adorning the outside of the building and included a quote from the family. Dustin’s tip here is simple but effective: “A well-crafted release doesn’t just inform; it creates a compelling narrative that invites further coverage.”
3. Tips for Optimizing Coverage
- Link Strategically: By integrating relevant links within both the media alert and press release, we directed journalists to additional content, such as Zepeddie’s menu and photos from their kitchen, making it easy for them to see the story.
- Write a Strong Boilerplate: We crafted a concise yet informative boilerplate about Zepeddie’s history and its commitment to the community.
- Follow-Up Matters: After distributing the alert and release, our team followed up thoughtfully, ensuring that media outlets received the materials and could clarify any details about the event.
In the end, our media strategy for Zepeddie’s generated extensive coverage and successfully informed the public. This case study shows how impactful a targeted, well-crafted media alert and press release can be in landing coverage. Zepeddie’s opening has been embraced with excitement, and we’re thrilled to have played a part in reintroducing a beloved name to Charlotte’s dining scene.
