The following is a culmination of marketing efforts on behalf of the Elements Food Group, LLC.

1. Marketing Portfolio for:
The Elements Food Group, LLC.
Eric Griswold, Marketing Manager

2. Overview
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:

3. Marketing Strategy
• 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.

4. Results
The effects of these four strategies soon
became apparent in overall sales:
- 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.
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.

5. Print Advertisements

6. Rose Magazine: Through relationship-building with the advertising & editorial staff at Rose Magazine, was able to
negotiate the cover, two page spread, editorial feature and full page advertisement for $1,500 in gift certificates to
Elements Kitchen. Rose Magazine is one of the most widely read publications within the Pasadena area - with an estimated
readership of over 100,000. Overall sales during happy hour increased significantly with estimated cost-per-thousand
at only $4.50.

7. 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.

8. 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.

9. 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).

10. 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.

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

12. Editorial Features

13. 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.

14. 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.

15. „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% of
net Monday sales from Elements Kitchen. This was a very successful promotion that helped to increase traffic to the
restaurant during slow periods. Furthermore, it enhanced our exposure to the numerous charitable organizations around
Pasadena. Through working closely with the Executive Vice President of Development at Hathaway-Sycamores, we
received strong coverage in numerous local publications, including the Pasadena Outlook that boasts a circulation of
11,000 with an estimated readership of over 30,000.

16. 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.

17. 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.

18. 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.

19. Additional Reach & Exposure

20. 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.

21. 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.

22. Transcript of 15-Second Spot
“Elements Kitchen featuring an intimate dining room, and
comfortable lounge seating. Offering hand-crafted
cocktails, 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.

23. 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.

24. Online Food Blogs Cont...

25. 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.

26. 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.