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At The Table Public Relations is a food focused PR and Marketing firm that creates awareness for our clients. We Exist to Communicate About Food. Whether it is from the perspective of the store who sells it, the ingredients its made from, the tools used to prepare it, the recipe, the chef or the restaurant who serves it, we are always At the Table. This is our brand book. Let us help you with your brand.
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There is a Good Feeling When You Are At The Table
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7/7/2014
At The Table Public Relations
At The Table Public Relations is a food focused PR and Marketing firm that creates awareness for our clients.
Our clients appreciate our passionate, personal and professional approach. They see us as an extension of their company. They know us as a communications partner they can rely on with over 30 years experience. Perhaps that is why most of our clients keep us engaged for many years.
*At The Table and the Logo are registered trademarks of At The Table incorporated in Florida
Brand Book Page 2
We Exist to Communicate About Food
Whether it is from the perspective of the store who sells it, the ingredients its made from, the tools used to prepare it, the recipe, the chef or the restaurant who serves it, we are always At the Table.
We Create Awareness Through:
• Television
• Radio
• Social Media
• Trade Press
• Live Events
"There is no secret to success. It is the result of preparation, hard work and learning from failure."
Colin Powell
Why Are We Here?
Brand Book Page 3
Cheryl Miller
Principal & CEO
These team members have a
combined 70 years of experience
Did You Know?Cheryl Miller started with the company as a temp. That was 27 years ago. Today she is the owner.
Key Team Members
Brand Book Page 4
Candace Rotolo
Media Relations
Bill Barlow
Branding Strategy
Did You Know?Chip Carter was a syndicated columnist with the Chicago Tribune, the Washington Post and the New York Times.
Key Team Members
Brand Book Page 5
Phillip Bergman
Crisis Communications
Liane Caruso
Social Media Specialists
These team members have a
combined 50 years of experience
Delia Lopez
Hispanic Media
Communications
We Are Category Experts
Brand Book Page 6
We Represent Foodies From All Aspects of the Business:
● Ingredients
● Commodities
● Kitchen Tools
● Chefs
● Dietary Experts
● Restaurants
● Retail Chains
Foodies, It Takes One to Know One
We Are Known For:
1. Knowledge of the Food Space
2. Strategic Planning
3. Strong Media Relations
4. Creatively and Branding
5. Finding Solutions for our Clients
6. Event Coordination
7. Community Relations
Did You Know?We embrace both a community and business atmosphere that is centered around a solution based approach.
Our Core Strengths
Brand Book Page 7
One Word - Foodie
Brand Promise
Brand Book Page 8
Our Promise - We will passionately raise awareness and communicate messages for our clients to build their brands and increase their sales.
We support this promise by being experts in the food space, measuring our performance and striving to exceed our clients expectations.
We will earn your trust by exceeding your expectations.
What Makes Us Unique
We creatively find solutions for our clients by being knowledgeable in the business, focused at our efforts and social in our approach.
What Makes Us Different?
Brand Book Page 9
There is a Good Feeling
When You Are
At The Table
There is no FORMULA for how to be different
How customers move from just knowing about us to feeling loyal and bonding with us.
1. Awareness. "Who Are these
guys?“
2. Review. "Does this brand fit my
needs?“
3. Consideration. "Look at what
they did“
4. Advantage. "You Are a Perfect
Fit for US“
5. Loyalty & Bonding. We
become an integral part of our
customers self-imageDid You Know?Our average client retention rate is 6 years.
Brand Journey
Brand Book Page 10
Values:
Faith
Integrity
Relationships
Brand Philosophy
Brand Book Page 11
Mission:We are a food and beverage focused
firm that raises awareness and
communicates messages for clients
brands, products and services. With
integrity, our team of hard working
professionals strive to build
relationships, exceed expectations
and earn the trust of the people who
produce food, serve and love food.
Pillars:
Trust
Confidence
Focus
Why do our employees come to
work each day?
We always have a voice
We operate in a pleasant and
family oriented atmosphere
We have flexible hours
We are committed to achieving our
clients’ goals
We are treated fairly and are
respected
Corporate Culture
Brand Book Page 12
“A culture resides in the heart
and soul of it’s people”
M.K. Gandhi
People Associated With Us
Brand Book Page 13
Rebecca LangVirginia Willis
Hugh Acheson
Carolyn O'Neil
Corporate Affiliations
Brand Book Page 14
Supporting the Children’s Cancer Center
Community Involvement
Brand Book Page 15
Make-A-Wish Foundation
Every Single Day We… Help those who produce the best
ingredients
Connect with those who want those ingredients
We inform those who are unaware and
We educate those who need to know
So that everyone can enjoy the best foods
We do this because we
are all At The Table
Our clients have learned to trust that we exceed their expectations, while we are bringing their consumers to the highest caliber culinary choices
and destinations.
How To Live In The Brand
Brand Book Page 16
Key Brand Descriptors
Passion
Relationships
Trust
Faith
Integrity
Ethical
People
Our Brand Essence
Brand Book Page 17
Emotions Associated
with our Brand
Emotion Percentage
1 Passionate 35%
2 Personable 25%
3 Trustworthy 15%
4 Reliable 15%
5 Yum 05%
Our Emotional Touch Points
Brand Book Page 18
Did You Know?If you feel hungry when reviewing
our efforts, it's working.
Who Is The Brand Trying To
Reach?
1 Foods / Commodity
2 Restaurants
3 Retail Chains
4 Chefs
5 Food Experts
6 Tools / Appliances
7 Wine Companies
Who Are We Trying to Reach?
Brand Targets
Brand Book Page 19
Foods
RetailRestaurant
Wine
Chef
ToolsExpert
How We Communicate
Brand Communications
Brand Book Page 20
We communicate to our audiences where ever they are
Brand Essence - IMAGES
Brand Book Page 21
Vision
Value
Perception
Social Features
Places
People
● Trust
● Confidence
● Excitement
● Focus
● Passion
Key Words Through Images
Brand Imagery – Key Words
Brand Book Page 22
Description of LogoThe logo is a top down view of a stylized table and chairs. It’s classic, familiar and comfortable.
ColorsTable Outside Leaf – Pantone 5845 CTable Inner color – Pantone 5807 CTable separator color – Cool Grey 1C“At The Table”- Pantone 581 C“Public Relations” – Pantone 132 C
Font Names“At The Table”- Americana“Public Relations” - Avenir (medium)
Brand Logo Guidelines
Brand Book Page 23
Corporate OfficesAddress here
Phone:
Fax:
Email:
Website:
Distribution of this book is strictly controlled and limited to authorized At The Table PR and Marketing partners and distributors.
Corporate Contact Information
Brand Book 7/7/2014
301 West Platt Street
Suite 414
Tampa, FL 33606
Phone: (813) 251-4242
Fax: (813) 251-3127
Email: [email protected]
Web: www.AtTheTablePR.com
There is a Good Feeling
When You Are
At The Table
