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Case Studies
Storytelling and Strategy That Deliver Results

Through marketing campaigns, public relations, thoughtful strategy and years of expertise, we craft unique approaches with every client we work with, based on their specific goals.

The result?

More revenue, traffic, media coverage, brand awareness and customer loyalty.

To read any of our case studies, simply click below. 

Foothills Meats
Marketing + Public Relations
Foothills Meats
Marketing + Public Relations

Foothills Meats hired Bright Planning to help market the opening of a new “butcher bar” concept, with two restaurants in West Asheville and Black Mountain. Inspired by their legacy as a heritage brand and commitment to a sustainably raised local meats and butchery, we helped Foothills quickly grow from being known as “the food truck” and guided their leadership team as they moved Foothills into its status as an award-winning and nationally acclaimed brand with three locations.

Foothills has since dominated SEO for their top 50 keywords, doubled their email and social media engagement, and has been featured in Garden & Gun, Time Out Magazine, Food & Wine, Eater, Food Network, and other outlets as well as inclusion in Truth, Love & Clean Cutlery, edited by Alice Waters.

Westmoreland & Scully
Public Relations
Westmoreland & Scully
Public Relations

Chef Joe Scully and Asheville native Kevin Westmoreland own two established restaurants that have been cornerstones of their neighborhoods for years: Corner Kitchen (Biltmore Village) and Chestnut (downtown Asheville). Both restaurants have a commitment to environmental stewardship through actions such as maintaining  a Green-certified venue, rotating monthly seasonal menus, and sourcing ingredients as local to the source as possible (including Joe’s own garden). Relationships are at the heart of each restaurant: its strong company culture, farmer and vendor relationships, community support, and guest experience. But over the years, Westmoreland & Scully has humbly operated under the radar. Bright Planning came on board to help tell the many stories of the people and food at Chestnut and Corner Kitchen and bring the restaurants into the spotlight.

Since working with the group, we have secured media coverage in Salon, Food Network, Today.com, Matador Network, Bitter Southerner, ChefWorks, atHome Magazine, O – Oprah Magazine, and VIE Magazine, among other outlets.

In our first year working with the group, Corner Kitchen and Chestnut appeared in 97 local, regional, and influencer blog posts in addition to national coverage. We also saw increases in social media engagements for both restaurant platforms and an increase in website visitors (for example: Chestnut’s increased by 20% year over year).

Tupelo Honey Cafe
Public Relations
Tupelo Honey Cafe
Public Relations

Tupelo Honey completed stunning renovations to their South Asheville cafe, and the leadership team needed to raise awareness of the new location and attract more customer traffic. Instead of the usual “media only” event, we helped plan and execute a dinner PR event that included an invite list of media, food writers, online influencers, and–most importantly–local community members. We curated an invite list that ranged from civic leaders to school receptionists to local social media stars.

Results:

  • Event attendance rate: 95%
  • Online engagement & social audience reach: 84,000 people
  • Local articles: 7
Gan Shan Station
Marketing + Public Relations
Gan Shan Station
Marketing + Public Relations

Gan Shan Group, led by chef / owner Patrick O’Cain, has two locations: Gan Shan Station and Gan Shan West. Bright Planning was hired to handle marketing and public relations for both locations. In June 2019, Gan Shan Station decided to end lunch service and change menus, and needed to do a public awareness campaign to reduce customer churn and get new patrons aware of their improved dinner service. We helped with PR, event coordination, social media, SEO and area directory updates. Results: 

  • Increased website visits by almost 2,000 new visits during the month of the new rollout
  • Increased email subscribers by 140 new customers during that month
  • Earned a positive dining review in Asheville Citizen-Times
  • Earned 13 article placements in local media around the rollout
  • “New menu preview” PR event reached over 275,000 people through social media coverage by people who attended, and earned 5,934 total social engagements for the brand
  • Client reported an increase in June sales that trended into July

In our first year working with Gan Shan Group, their restaurants have appeared in Architectural Digest, Salon, Men’s Journal, Domino, Matador Network, WNC Magazine, and other outlets. Results:

  • Total potential reach (UVPM): 40.8 million viewers
  • Total engaged reach: 2 million viewers
  • Generated $67,800 in traditional publicity value
  • Increased Google review ranking by 4%
  • Increased Facebook audience by 6%
  • Increased Google search visibility by 143% over the previous year
The Windsor Hotel
Marketing
The Windsor Hotel
Marketing

The Windsor Hotel was in need of fresh content, but as a busy boutique hotel, they didn’t have the time to manage it in-house. We took the task off their hands and created fun photo-driven themed series for Instagram, Facebook, and their blog, while maintaining their social community. We also did a strategic follower growth campaign using hashtags and content that targeted luxury travelers and affluent families.

Within 4 weeks, The Windsor Hotel grew their social media engagement by 33% and received an increase in positive reviews, receiving an award from TripAdvisor. By increasing their brand awareness across social media and increasing Google rankings through fresh consistent blog content, The Windsor Hotel became frequently booked with no vacancies, even during the traditionally slow period of January through March.

StrongProject
Marketing
StrongProject
Marketing

Bright Planning was hired by StrongProject to build and maintain their content marketing strategy. We worked with StrongProject to create social media presences on multiple platforms, including Facebook, LinkedIn, Twitter and Pinterest. After thoroughly optimizing on-site SEO and utilizing keywords in blog posts and other content, StrongProject today holds the #1, 2 and 3 spots on Google for almost 50 of their highly competitive industry keywords and has increased their overall site conversion rates to 23.5%.

Because StrongProject’s products are so visually appealing, we determined that Pinterest could be a healthy traffic driver for the company if we set up “office design inspiration” and office product boards and pins with detailed descriptions and longtail URLs (leading Pinterest browsers to a product’s detail page rather than the home page). Within the first 90 days, this strategy led to over six figures in sales leads for StrongProject. Today, Pinterest drives an average of 2,000 unique visitors to StrongProject’s site each month, with an average viewing time of 5 pages and a 24% goal completion rate.

We and Me, Inc.
Book Launch Campaign
We and Me, Inc.
Book Launch Campaign

We and Me, Inc. is a positive impact company helping leaders and organizations improve their communication and deepen trust among teams. Bright Planning’s team helped We’s founder Will Wise launch his new book, Ask Powerful Questions, on Amazon in paperback and ebook formats. Within the first 3 days of publication, Ask Powerful Questions reached the #1 spot in its Amazon categories and continued to hold the #1 spot for the next 30 days. During the first three months of launch, we secured 15 media appearances & coverage for Will and his co-founder, Chad Littlefield. Book reviews jumped from 10 to 72 starred reviews. During eight weeks following launch, over 6,000 copies of Ask Powerful Questions were downloaded and sold worldwide and the brand’s social media engagement increased by 10%. We also observed increases in email subscribers, web traffic and YouTube engagement. 

Bill Treasurer
Book Launch Campaign
Bill Treasurer
Book Launch Campaign

Bill Treasurer is a world renowned bestselling author and leadership expert. Treasurer and co-author NAVY Seal Capt. John Havlik (ret), needed a comprehensive marketing and PR strategy to launch their new book, The Leadership Killer: Reclaiming Humility in an Age of Arrogance. The Bright Planning team helped craft a 6-month launch plan that included public relations and marketing work prior to, during and after the book’s release.

We built out a dedicated book microsite, handled all social media, public relations, launch team creation and maintenance, email marketing, and book launch week management.

The book released worldwide in paperback and ebook formats, with the ebook hitting #1 in Leadership and #2 in Business on its first day on Amazon. It remained in the top 10 Business ebooks for three days, and in the top 100 in Business paperbacks at that same time. We secured 42 pieces of media coverage, including podcast appearances, mentions and articles in such outlets as ForbesATD online, Unbeatable MindTraining MagazineMilitary Times and elsewhere, as well as coordinated book signings at Barnes & Noble, Husson University and other events.  Part of the book’s proceeds were donated to Boulder Crest Retreat, which provides free, world-class retreats for combat veterans and their families.

WHAT CLIENTS ARE SAYING...
Working with Bright Planning was a great experience! It was such a pleasure to partner with Catherine and team to relaunch our renovated South Asheville location. They pulled off an incredible opening event that effectively reintroduced us to the community, resulting in great media coverage. In addition to their professionalism and connections, the team brought great ideas and passion to the project.
Kara Nemeth, Tupelo Honey
Catherine [and Bright Planning] have been an invaluable addition to our social media & marketing strategy. They consistently go above and beyond for our team when we get overwhelmed or have questions. Their vision has brought our social media outlets to a whole new level and we love the new connections we have with our guests.
Chelsea Bollhoefer, The Windsor Hotel
The team at Bright Planning blew our minds and took our marketing to new heights during the launch of our book, Ask Powerful Questions: Create Conversations that Matter. We got to the top of several bestseller lists, and moved more books in the first week than we had hoped to in the first year.
Chad Littlefield, We and Me Inc.
We initially met for 1 hour and [Catherine] just got my business and was so easy to work with. I look forward to a continued relationship with Bright Planning and working many projects down the road. Thanks for all your help and for making my new website such a success!
Kara Candler, Tick Tock Concierge