Rebranding for buffalo wild wings
Public Relations Director
The first course specific to the "Strategic Communications"route in the School of Journalism and Mass Communication is Journalism 345: Principles of Strategic Communication. The course is built on a semester-long rebranding project to supplement the informational lectures on advertising, public relations, health communications, and political campaigns.
I was the Public Relations Director for our agency, Badger Ink. In my role, I crafted a PR and Promotions plan for our assigned client, Buffalo Wild Wings. This plan included a statement of public opinion, identification of key stakeholders, media relations strategy including key contacts. Additionally, I developed a number of PR events and campaigns with a budget and multiple press releases.
After conducting in-depth research, our agency discovered an opportunity in the quick casual dining market. To learn more about our consumer targets and rebranding strategy, check out our Campaign Book Here.
Press Conference
A shot at success
On March 13, 2019, a press conference was held to announce a new Buffalo Wild Wings scholarship program, A Shot at Success. Student reporters from another course in the School of Journalism and Mass Communication attended the press conference to ask questions and gather information for their news channel. Following the announcement of our scholarship program, reporters gained information of a health code violation in a number of Buffalo Wild Wings stores. The press conference turned into a brand image and reputation management exercise. My team and I were prepared to answer the questions we could without oversharing. We worked to pull the focus back to our scholarship program. Prior to the press conference we prepared a company fact sheet and visual presentation to help aid in the understanding of our program.
Press Release
FOR IMMEDIATE RELEASE
Contact: Megan Growt, megangrowt@BWW.com, 000-000-0000
BUFFALO WILD WINGS TO AWARD $850,000 IN SCHOLARSHIPS FOR COLLEGE AFFORDABILITY
MADISON, Wis. - On April 19, during the Wisconsin-Michigan Men’s basketball game, Buffalo Wild Wings will launch a scholarship program to help with college affordability, awarding 20 finalists up to $75,000.
Buffalo Wild Wings will begin the program in Madison at half-time of the Wisconsin-Michigan Men’s basketball game, when two of the top 20 candidates will face off in a free-throw contest. The winner of the contest will receive $75,000, and the runner-up will receive $10,000 to help with the rising costs of college education.
“At Buffalo Wild Wings, we have a strong commitment to higher education and community investment,” Buffalo Wild Wings CEO Paul Brown said. “That’s why we’re sponsoring this scholarship — because every student deserves a shot at a higher education.”
Buffalo Wild Wings will also make charitable donations of $25,000 in participating college communities to organizations that support the Boys & Girls Club. The Madison Boys & Girls Club will receive the first donation.
“At our locations across the country, we know that visitors to our restaurants are more than just valued customers — they’re members of the local communities we’re proud to call home,” Brown said. “Our scholarship and charity program is motivated by a strong commitment to improving those communities.”
The scholarship program will run for 10 key conference rival games throughout the 2018-2019 basketball season. Candidates may apply in-store or online at buffalowildwings.com, by submitting a brief essay describing what they plan to do with their college education.
For more information, please visit https://www.buffalowildwings.com/. With any further questions, contact Mia Wagner at XXX-XXX-XXXX or miawagner@BWW.com.