Social Media and Data Analytics are Main Ingredients for Good Restaurant Marketing Recipes


Case Study: The Opening of Falansai Vietnamese Kitchen

By Katja Schroeder, Expedition PR


One of the industries that technology is changing dramatically for the better is the food and restaurant business. Technology spurred the creation of new types of food services and is helping restaurants with their operations and marketing. There is a food tech boom in New York and many of the new food companies are based in Brooklyn. Crain’s New York reported that investors have a huge appetite for Brooklyn food startups. The on-demand dining industry is growing, driven by new types of companies that help consumers prepare gourmet meals at home with home-delivered packages that include ingredients and recipes or help consumers purchase fresh produce and organic products via the Web. Examples are Plated, Blue Apron, Kitchensurfing, Food52, Wholeshare and Farmigo.

But also the traditional restaurant industry is using technology from point-of-sales (POS) systems, online reservation and delivery services as well as social media marketing.

Brooklyn Based Named Falansai Among the Best New Restaurants in 2013

Brooklyn Based Named Falansai Among the Best New Restaurants in 2013

Thus, we were very excited to be brought on board to execute an integrated marketing program for the opening of Falansai Vietnamese Kitchen (pronounced faa-laan-sai) in Brooklyn, New York. Continue reading


4 Best Practices for Launching and Positioning Your App

Case Study: The Launch of Morton Subotnick’s Pitch Painter iPad App for Preschoolers

By Katja Schroeder, Expedition PR

Source: Pitch Painter http://bit.ly/1ev2PPc

Source: Pitch Painter http://bit.ly/1ev2PPc

Are you launching a new app in 2014? When developing your marketing strategy, take a look at what has worked, or has not worked that well for other app development companies. Expedition PR has worked on a variety of app launch and positioning programs. Based on our experience, we developed an integrated marketing play book for apps.

One of the apps we recently worked on is Morton Subotnick’s Pitch Painter, an educational app that teaches music composing to preschoolers. Using finger painting as a metaphor, children can compose, erase, edit, save or load their creations with Pitch Painter.

The agency executed an introduction and review program and later was brought in again for the release of the updated application, which featured an improved user interface design and button layout that is more intuitive for kids to create music. As a result, Pitch Painter received the ON for Learning Award from Common Sense Media. Pitch Painter was just one of 50 apps, games and websites that received the distinction from the national nonprofit dedicated to helping parents and teachers manage the media and technology in kids’ lives. Media coverage in the parenting, consumer and tech media included “Top 5 Apps for Kids” by Mashable and “New and Noteworthy Kids App” by Best Apps for Kids. Just Mommies included Pitch Painter among the “Top 10 Educational Apps for Kids”. Reviews appeared in CNET, Mobile Apps Review Online, Apps4iDevices, App Annie, App Shopper, Apps for Children with Special Needs, iPad Apps for Autism, Montessori at Home, Motherhood Moments, ByronMom, Peanut Butter and Whine, Digital Playground/School in Toronto, among others.

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Great PR Moments in 2013: PlanetSolar, a Floating, Global Ambassador for Solar Energy, Stops in New York City

By Katja Schroeder, Expedition PR


MS Tûranor PlanetSolar, in New York City this June

MS Tûranor PlanetSolar, in New York City this June

2014 is around the corner.  It’s time to look at some of this year’s great PR moments. One of them was the arrival of the largest solar boat, the MS Tûranor PlanetSolar, in New York City this June. The Expedition PR team was honored to work with the PlanetSolar team, the Consulate General of Switzerland in New York and the University of Geneva to use the PlanetSolar stop in the Big Apple as a conversation platform about the advancements and possibilities of solar energy.  Switzerland is at the forefront of scientific research on technology innovation and sustainability. Onboard PlanetSolar was the DeepWater expedition, a team of scientists from the University of Geneva. The team collected data along the Gulf Stream to analyze changes in ocean currents and climate change.

Expedition PR executed a strategic PR program that combined media relations, social media marketing and VIP events.

The team reached out to reporters covering sustainability, innovation and transportation to start the conversation about the Swiss boat’s mission for solar energy. Updates about the boat’s itinerary were shared via social media prior to its highly anticipated arrival in the Big Apple.

The MS Tûranor PlanetSolar was greeted with fanfare and excitement by New Yorkers at the marina. Al Jazeera and NBC News covered the boat’s arrival. AFP pictures of PlanetSolar approaching New York with the Swiss flag on top of the boat were published in slideshows by newspapers around the world.

Shortly after the boat docked, the Consulate General of Switzerland in New York hosted a Welcome Reception for the PlanetSolar and DeepWater expedition team, attended by the diplomatic circle, academic institutions, analysts and representatives of the New York clean tech community.

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PR Success Case: Warby Parker

By Katja Schroeder, Expedition PR

During two New York tech events – Ingenuity and TechWeek New York – Warby Parker executives presented a compelling case study for PR.

Warby Parker Dog SiteWarby Parker carefully crafted the positioning of a socially responsible lifestyle brand that offers beautiful designed glasses at a great value and with wonderful customer experience.

When the company first launched out of one of the founder’s homes in February 2010, it invested in three things: a gorgeous website, customer service and PR.

The company hired a fashion PR firm to arrange meetings with  top-tier lifestyle media editors to share the Warby Parker story and showcase the company’s first line of glasses.

The first stories appeared in GQ and Vogue. Afterwards, the company was flooded with customer orders. Warby Parker met its sales goals within three years, and had 20,000 customers on the waiting list. Continue reading


Growing Opportunities for Women Entrepreneurs in Latin America

By Patricia Martinez, Expedition PR

What is the best country for a woman entrepreneur in Latin America? According to the Women’s Entrepreneurial VentureScope (WEVentureScope), a new index released by the Multilateral Investment Fund (MIF), a member of the Inter-American Development Bank Group, the best place to start and grow a woman-owned business is Chile, followed by Peru, Colombia, Mexico and Uruguay.

The WEVentureScope examines and scores 20 countries in the five areas that most affect women’s’ entrepreneurship: business operating risks, entrepreneurial business environment, access to finance, education and capacity building and social services available, among other factors.

“Latin American women are among the most entrepreneurial on the globe, but are still greatly underrepresented as owners of SMEs,” said MIF General Manager Nancy Lee, to explain the WEVentureScope 2013 publication objectives.


To read the full article, click here

To download the Women’s Entrepreneurial Venture Scope 2013 Report, click here


5 Word of Mouth Marketing Rules Every Organization Should Know

By Katja Schroeder, Expedition PR

Recently, I invited Idil Cakim, the author of the book ‘Implementing Word of Mouth Marketing’to be a guest speaker at my Social Media Marketing class at St Francis College.

Cakim has worked on an extensive number of digital campaigns and research studies. Her book succinctly explains the dynamics of online word of mouth. It is a practical guide that helps organizations identify the right online influencers, craft the stories that will resonate with their audiences, and build sustainable communities vial social media.


Idil Cakim Rule # 1 Relevance and Reach (2)

 Cakim presented five core rules for digital marketing strategies:

          #1 Focus on Reach and Relevance

          #2  Recruit Many, Speak 1:1

          #3 Have a Shareable Message

          #4 Build a Long-Term Relationship

          #5 Measure Before, During and After the Campaign


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