Door to Door Organics | Integrated Communications to Bolster Windy City Awareness

  • Challenge

    Raise awareness about Door to Door Organics’ expansion into the highly competitive Chicago market

  • Solution

    GFM developed and executed a multipronged PR and blogger relations strategy

  • Results

    Secured local and trade media coverage; engaged 25 local bloggers; earned nearly 4 million media impressions

Challenge

Door to Door Organics (DTDO) opened a 25,000 square-foot warehouse in the Bridgeport, Ill., suburb of Chicago to expand services to customers in the region. Within this highly competitive market, DTDO tasked GFM with developing a program that would cut through the clutter and drive awareness and encourage consumers to try the service.

Solution

GFM outlined a strategy to secure strong media coverage along and robust engagement with influential food and family bloggers. Through DTDO, GFM was able to gain access to World Business Chicago, chaired by Chicago’s Mayor Rahm Emanuel, to drive regional economic growth. This collaboration led to a World Business Chicago-endorsed press announcement about the new Bridgeport warehouse, enabling GFM to tell a broader business and growth story about DTDO to Chicago media.

Simultaneously, GFM developed a tiered approach for local bloggers, offering them three distinct ways to engage with DTDO based on their interest and bandwidth. The options, which focused on securing authentic reviews of the online grocery service as well as original recipes using produce and groceries delivered by DTDO, required different levels of commitment from the bloggers on their sites and social media platforms such as Facebook, Twitter and Instagram. In turn, participants were offered DTDO shopping credits and gift certificates to give away to readers. All bloggers were required to comply with FTC disclosure guidelines.

Results

GFM secured Chicago-area and trade-focused coverage such as the Chicago Sun-Times, Progressive Grocer, Supermarket News and Grocery Retail Online, garnering more than 2.6 million impressions. Also, GFM secured and coordinated a warehouse tour with DNAinfo Chicago, leading to feature coverage reaching more than 1 million monthly online readers.

Our team secured 25 Chicago-area bloggers to participate in this program, resulting in more than 700,000 impressions. Approximately 228,000 fans and followers were reached by the bloggers’ social media posts. Via Google Analytics, DTDO tracked participation in the bloggers’ DTDO gift certificate giveaways, resulting in 2,230 contest entries.