Parogon Group

FROM B2B PR TO ROLLING OUT A NEW RESTAURANT CONCEPT

THE BRIEF

Founded in 2007, Staffordshire-based Parogon Group has multiple venues across Staffordshire, Cheshire and Shropshire. The Group carefully selects individual, iconic landmark sites for its pub restaurants, which it transforms into stunning contemporary venues.

With ambitious expansion plans to bring its style of operation to new areas, the company’s aim is to provide fantastic restaurants for local and surrounding communities to visit, where they can enjoy great food and drinks.

We were first brought on board in 2022 to manage LinkedIn and B2B PR, raising the profile of the senior team, as well as launch a site seeking initiative.

Following our success, we were also appointed to help raise awareness of several key sites, including the launches of two new restaurants – The Orange Tree, Congleton and Willow in Telford.

THE RESULTS

Our work resulted in several comment opportunities for Managing Director, Richard Colclough, with coverage in The Business Desk, Propel and Restaurant Online.

LinkedIn saw a dramatically increased following and engagement rate thanks to a tailored campaign and weekly posts and polls, as well as dedicated takeovers from key team members. Parogon’s LinkedIn now has over 4k followers, who regularly engage with posts.

Our work targeting specific demographics for sites resulted in a successful footfall driving billboard campaign, as well as numerous regional press and influencer reviews. We took a targeted approach, focussing on specific sites that needed greater awareness, booking in different influencers for different focus demographics e.g. couples, friends and families.

For the two new restaurant launches, the team drafted initial press releases to announce the new locations, followed by the opening date, which saw instant interest and excitement around soft launches and subsequent public openings.

As Parogon looks to expand and further roll out Willow, its Mediterranean inspired all-day dining experience, we launched the latest site in Telford.

Our work saw a total of 26 pieces of coverage, with an audience of over 29 million, and estimated views of 170,000.

Key coverage included: The Caterer, Shropshire Live, Stoke-on-Trent Live, Propel Newsletter and Telford Live.

Our work with influencers and key VIPs to the launch event resulted in a combined reach of over 264,000, producing a whole bank of venue imagery and reels.