Conservative Cafe Case Study

Assignment:

Conservative Cafe came to Fishman Public Relations months before the 2008 Presidential Election, when values, political issues and patriotism were top of mind. The small conservative coffee shop in Northwest Indiana wanted to be put on the map. Fishman PR was charged with the task of generating positive national publicity to highlight the edgy coffee shop and its founder, Dave Beckham. The goal was to get mainstream media attention to lend credibility to the concept and emphasize the potential for “franchiseability” of the business model. In addition, the publicity would be a tool to get the attention of franchise consultants and investors who could help take Conservative Cafe to the next level.  

Plan of Attack:

National media was contacted immediately about this unique story. Fishman Public Relations highlighted not only the quirkiness of this coffee shop, but the need for a conservative gathering place in the country. Dave Beckham was used as a source for small businesses and someone going out on a limb to create a coffee shop known as “The Anti-Starbucks.” A press release was developed asking the question of whether or not America was ready for a chain of conservative-themed coffee shops.

Results:

• Inc. Magazine (Circulation 699,729) – Two page color feature in “Elevator Pitch” section
• MSNBC “Your Business” TV Show – Segment focused on Conservative Cafe
• Nation’s Restaurant News (Circulation 61,808) – “Conservative Cafe targets consumers who want to eat and drink the ‘right’ way”
• Chicago Tribune (Circulation 559,404) – “Coffee comes with Conservative kick”
• FOX News – National TV feature story 
• Glenn Beck Radio Show – Dave Beckham was interviewed by Glenn Beck on the show that is broadcast on 300 stations nation-wide
• Neil Cavuto show on Fox Business Network – Short piece about the cafe