Marketing Portfolio for:

The Elements Food Group, LLC.

Eric Griswold, Marketing Manager

The following is a culmination of marketing efforts on behalf of the Elements Food Group, LLC. I took over the role of Marketing Manager in late August 2010, and immediately launched a thorough examination of the areas in which marketing could improve.

The primary challenge centered on how we could generate buzz and community awareness on very little budget. With the Elements Food Group having poured significant capital into the opening of a new restaurant, Elements Kitchen, it was essential to rely upon cost-effective guerilla marketing tactics. With this realization, I focused on four key strategies:

Overview

• Creating an online presence through both an electronic newsletter and social media websites. Immediately created Facebook & Twitter accounts for Elements Kitchen. Additionally, began collecting email addresses and began sending a weekly newsletter.

• Building relationships with local business and charities. Through a

calling campaign, we forged relationships with Pasadena based companies/charities such as: Western Asset, Kaiser-Permanente, Hathaway-Sycamores, HSBC Bank, Pasadena Junior League, JPMorgan Chase, and numerous others. These calls directly led to company parties, dinners, and corporate catering opportunities that have increased our bottom line as well as community exposure.

• Enhancing search-engine optimization. In August 2010, a Google search

for Elements Kitchen would yield two different addresses and numerous links to another ‘Elements Kitchen’ located in New Jersey. To resolve these issues, we created a Google places page, re-designed the website using search engine friendly methods, and reached out to popular online food blogs for editorial consideration . These efforts yielded an increase of 30,000 Google search impressions each month as well as over one million media impressions.

• Securing editorial and select advertising placements within local and

regional outlets. This constitutes a majority of the content highlighted within the portfolio. While this does not reflect the full-scope of press we have received, I hope that it showcases both the breadth and depth of our exposure in a relative short period of time. Every advertisement or editorial feature was acquired through discounted remnant rates, trade, or relationship building. The results proved we could have a strong presence within local mediums while adhering to a limited budget.

Marketing Strategy

Results

- Within six months of hiring revenue for Elements Kitchen increased 21%

- In 2011 we saw 7% growth for the Elements Food Group compared to the previous year.

The effects of these four strategies soon became apparent in overall sales:

As with any marketing campaign, success is primarily contingent upon a quality product or service. Without the tireless work ethic of the employees and owner (Onil Chibás) none of the growth achieved would be possible. To them I owe a great deal of gratitude for ensuring our marketing & business development efforts came to fruition.

It is a pleasure to share the culmination of my work and I greatly appreciate your time and consideration.

Print Advertisements

Rose Magazine: Through relationship-building with the advertising & editorial staff at Rose Magazine, was able tonegotiate the cover, two page spread, editorial feature and full page advertisement for $1,500 in gift certificates toElements Kitchen. Rose Magazine is one of the most widely read publications within the Pasadena area - with an estimatedreadership of over 100,000. Overall sales during happy hour increased significantly with estimated cost-per-thousand

at only $4.50.

The Magazine: Secured 12 month full page run on ½ trade at 25% of rate-card. Circulation of 20,000,

thus giving Elements a cost-per-thousand of $12.50. Full-page advertisements have run highlighting

our brunch, dinners, happy hour, lunches, and award-winning cocktails. In addition, The Magazine

agreed to host their monthly businesses mixers in our bar as part of the agreement- therefore ensuring

exposure to local young-professionals and established businesses within Pasadena.

Where Magazine: Able to secure a three month run for remnant rate. Over 300,000 in readership with

a monthly Cost-per-Thousand to the Elements Food Group of $1.66. Additionally, able to negotiate a

complete Los Angeles concierge contact list from the ad partnership.

LACO Sponsorship: Organized trade agreement with the Director of Operations & Promotions at the

Los Angeles Chamber Orchestra (LACO). In exchange for providing event catering at-cost, the

Elements Food Group received: logo recognition on welcome sign at the entrance, prominent flyer and

postcard display on buffet tables where food is located, full page ad in the fall 2010 and spring 2011

program books (highlighted above), premier listing in Orchestra’s honor roll of donors, and recognition

within the ‘sponsors’ and ‘dining partners’ page on the LACO website (included above).

Scene Magazine is geared towards young professionals in Pasadena. Circulation of 15,000 that appeals

to a demographic that is an ideal target for Elements Lounge. Able to secure ½ page ad on remnant

ad buy for $100 in trade. Estimated Cost-per-Thousand to the Elements Food Group of two dollars.

Amahl & The Night Visitors Playhouse Bill: Secured full color, Inside Front Cover positioning within the billfold ofAmahal & The Night Visitors on $500 trade. A very popular holiday show starring Malcolm McDowell, all attendees receivedthe publication - helping to boost our overall awareness. Furthermore, with Elements Kitchen within close proximity to thePasadena Playhouse (the venue that hosted the performance) we saw a sizeable increase in traffic and sales.

Editorial Features

Editorial highlighting the Elements Kitchen & Elements Café Merger:Based on the decision to consolidate Elements Café, we immediately sent out press releases to local

newspapers and magazines. The primary focus was on informing long-time diners of the Café that their

favorite food items would be available at Elements Kitchen – while also ensuring fans of Elements

Kitchen that the décor and quality of food would remain unaffected. Numerous publications ran the

release, including both the Pasadena Star-News & Pasadena Magazine. As a result of the editorial, public

awareness as well as sales & consumer traffic remained strong.

Pasadena Magazine: Circulation of 20,000. Worked with Associate Editor and Chef de Cuisine to select

best entrée for upcoming Food & Wine issue. Coordinated with photographer to set up photo shoot

and was responsible for final approval of feature.

‘Make a Di erence Mondays’ / Outlook Newspaper:

Implemented ‘Make a Difference Monday’ where each month a local charity or non-profit was selected to receive 15% ofnet Monday sales from Elements Kitchen. This was a very successful promotion that helped to increase traffic to therestaurant during slow periods. Furthermore, it enhanced our exposure to the numerous charitable organizations aroundPasadena. Through working closely with the Executive Vice President of Development at Hathaway-Sycamores, wereceived strong coverage in numerous local publications, including the Pasadena Outlook that boasts a circulation of11,000 with an estimated readership of over 30,000.

Culinary Trends: One of the most popular chef-driven publications in the Southwest. Coordinated with

Executive Editor, Carleigh Connelly on content and artwork to ensure editorial feature highlighting the

unique cuisine of Elements Kitchen.

Pasadena Independent: Prior to the merging of Elements Café with Elements Kitchen, pitched

staff writer Victor Buell on his interest in covering Elements Café for lunch. The following review

appeared within the Pasadena Independent as well as: Arcadia Weekly, Monrovia Weekly,

Sierra Madre Weekly, and Temple Tribune. Total readership of roughly 100,000. Currently working on

securing a review for Elements Kitchen.

Pasadena Now: Organized local artist reception and elected to partner with local charity,

Hathaway-Sycamores, to ensure editorial coverage. The reception was highlighted in Pasadena Now, a

local online newspaper that receives over 81,000 unique visitors each month.

Additional Reach & Exposure

Created postcards to help promote various events and cross-promote each division of the Elements

Food Group. Various circulation methods include: inclusion in all check presenters at Elements

Kitchen, presence at all catered functions, distribution to local businesses within a one-mile

radius to promote various events/offerings, and placement in over 3,000 gift bags given to season

ticket holders of the Pasadena Playhouse.

Electronic Newsletter: Sent every Wednesday and delivered to over 3,500 opt-in subscribers.

Responsible for copy and photography, while coordinating with our graphic designer for general

layout. Based on compiled data, both open and click-through rates far exceed industry standards.

Transcript of 15-Second Spot

“Elements Kitchen featuring an intimate dining room, andcomfortable lounge seating. Offering hand-craftedcocktails, an extensive wine list, happy hour, and dinner,lunch, and brunch.”

KPCC (Southern California Public Radio):

With over 615,000 unique cumulative listeners each week, KPCC is the 3rd largest public radio station

in the country. Partnering solely on 2:1 trade value, Elements Kitchen received forty-three 15-second

spots on KPCC, Southern California public radio.

With an established relationship through our trade partnership, I was able to introduce Elements

Kitchen for broadcast consideration on Lynee Rossetto Kasper’s ‘The Splendid Table’ – a culinary,

culture, and lifestyle program that celebrates food and the arts.

Blog Postings: Reached out to numerous ‘foodie’ and industry blogs in an effort to increase exposure of

Elements Kitchen. Through these efforts, I was able to secure positive reviews from online blogs such as:

Taco Maven, The Finer Things L.A. , the LA Weekly Food Blog, Urban Daddy, and Nombombs

Los Angeles Food Blog. These features represent a combined readership of over one million people and

have directly contributed to increasing the search engine rankings for Elements Kitchen.

Online Food Blogs Cont...

Social Media: Started Facebook and Twitter accounts for Elements Kitchen. Through an added

online presence, was able to expand reach while connecting with both current and potential

customers. To date, Elements Kitchen has over 380 Facebook fans and over 570 Twitter followers.

OpenTable & Guilt City Promotion:

To increase both sales and exposure, we partnered with OpenTable for a ‘Dining Spotlight’ promotion

highlighting Elements Kitchen. Over 75% of OpenTable members are college educated, with half of the

membership reporting a household income of over $100,000. Through this partnership, we sold over

800 certificates - yielding $10,000 in revenue with no out of pocket costs to the Elements Food Group.

Guilt City is a website with a similar platform to OpenTable Spotlight - offering their members incentives

and discounts to appealing establishments. Guilt City reaches young professionals (75% of their

members are between the ages of 20-39) who have means (over 60% earn more than $75,000/year).

This was the ideal demographic to promote the award winning cocktails featured in the lounge area of

Elements Kitchen. The promotion ran for three days, generated $3,250 in revenue, and provided

tremendous exposure to over 200,000 Guilt City members within our target audience.