Company Overview
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Fetch Public Relations
About Fetch Restaurant Industry & Communication
Dedicated to building strong relationships between clients & friends in the media.
Project Responsibilities Anecdotes Case Studies Social Media Our Team
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About Fetch Public Relations
Our Motto Fetch PR was founded
In the Fall of 2009, two Chicago publicists – Erryn Cobb and
on the principle that
Lina Khalil – came together seeking out a better way to do PR.
strong, unique brands
They recognized that in a city with so many similar businesses
deserve attention –
(represented by so many similar PR firms) all competing for the
and that media outlets
same media attention, no one truly stood out from the crowd.
deserve to know about strong, unique brands.
Erryn and Lina sought out to make publicity not just a way for companies to keep pace with the status quo, but as a way to excel.
Restaurant Industry & Communication
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History Within the Restaurant Industry:
Fetch’s sustainability as a company can be directly linked to our continued success within the food industry. Restaurants are the lifeblood of our company. Over the past 4 years we have worked with over 20 different food & beverage concepts in the top 3 markets (New York, Los Angeles & Chicago). Over the course of that time we have garnered media placements in various national and regional outlets. From Wine Spectator and the Cooking Channel to the LA Times and all local news affiliates, the results of our efforts have spanned the country.
+ Day to day communication: Erryn Cobb & Daniel Castro would be the
In addition to monthly meetings, Erryn &
main contacts on the account. Erryn is a Co-
Daniel will be in contact throughout the
Founder of Fetch and has 7 years of food
week discussing various account details via
related publicity experience. Daniel is our
email and phone. A member of the Fetch
lead publicist with a background of TV,
team will accompany Perry’s to all media
photography and publicity.
activities (i.e. cooking segments, interviews, etc).
Erryn & Daniel would meet in person with Perry’s team on a monthly basis to discuss account activity and strategy.
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Current Accounts
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J. Toor: J. Toor's mission is to create awareness in all men - and the women who love them - in finding their true selves through dressing properly and developing a real sense of style that is most comfortable and appropriate to them. J.Toor creates clothing that provides their customers with a unique convergence of designer styling, custom fit, and "off-the-rack" value. They believe that having clothing of quality and unique fit should be attainable by all gentlemen. For more information please visit: www.jtoor.com
OVIE Bar & Grill: (120 N. Canal St., Chicago, IL) OVIE Bar & Grill serves as a new neighborhood hotspot to give locals and those traveling through the Ogilvie Metra Station a place to sit back, relax and enjoy contemporary dishes along with a full bar. Ovie is a combination of a full service restaurant featuring seasonal dishes, raw bar and in-house smoked specialties, a 40-seat bar with signature cocktails and a grab & go express for the person on the go who needs to catch their train, creating a new destination at the entrance to the West Loop. OVIE Bar & Grill believes in fine food and drinks with a neighborhood atmosphere. For more information please visit: www.oviebarandgrill.com.
O2Cool: O2 Cool is the leading designer, producer, and marketer of a variety of “cool” consumer products including everything from their battery-operated misting and portable fans like the Mist & Sip ® to their water-cooling hydration products like the Articloth Cooling Towels. Since pioneering the “fun fan” category, O2 Cool has emerged as the largest participant in the industry, selling more than 50 million fans since inception with nearly 66 patents and growing. O2 Cool are the experts are keeping you cool no matter how hot it gets. For more information please visit 02-Cool.com.
Blue Pearl: Blue Pearl Consulting brings world-class research and analysis to bear for its mid and smaller mid-market companies. Blue Pearl Consulting assists business in finding the best path to achieve company goals. For more information please visit Blue Pearl.
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HuddlePass: HuddlePass is a social sports media platform that enhances the fan experience through interaction with Huddle Experts. Huddle Experts are former student-athletes who have passion and perspective to offer fans. HuddlePass is the medium where these Huddle Experts are able to offer this insight. For more information please visit HuddlePass.com.
Tiffany Brooks: Tiffany, a wife and working mom, says she loves spending time growing her residential interior design business. She first demonstrated her design talent when she was offered the opportunity to stage model homes while working in property management. After one of her modelhome designs won an award, she decided to follow her passion for interior design full-time. She describes her design style as "classic with a twist," and enjoys mixing traditional pieces with a little rock 'n' roll. Tiffany is the season eight winner of HGTV Star and the host of HGTV's newest show Most Embarrassing Rooms in America.
Evan Oliff: is founder of Preferred Development, Inc., and has earned a reputation of success in commercial property development. He is an established entrepreneur with over two decades of experience as a property developer, often times building in low-income communities. Evan is determined to give back to these communities by supporting entrepreneurship programs that will provide Chicago’s youth with the resources needed to explore their entrepreneurial spirit.
About Dr. Nicolle Ionascu: Dr. Nicolle Ionascu graduated from the University of California at Berkeley in the late 1990’s with a degree in English Literature. She then went on to earn her Master’s Degree and Doctorate in Clinical Psychology at the Wright Institute in Berkeley, specializing in Neuropsychology. Dr. Nicolle works as a clinical neuropsychologist in the department of neurology at Children’s Hospital and Research Center in Oakland, CA. She is a contributing author for livestrong.com and ehow.com, having published over sixty articles for these sites in the past year.
Project Responsibilities
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Development of media lists for all media relation’s components: Fetch develops a unique media list for each pitch. Our lists range from regional to national and cover all media platforms. Lists are constructed after the pitch has been created to ensure that the right content is going to the right contacts at the right time.
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Writing of press materials & pitching: Fetch handles the writing of all pitches, blogs and segment rundowns. Collaboration is a large part of the success of any campaign. We will brainstorm with the Perry's team throughout each month to maintain a consistent voice across all of our writing efforts. We will identify 3-5 unique pitches per month to send to strategically selected media contacts.
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Handling of all media relation’s opportunities; assistance with interviews: Fetch will media train any and all spokespersons as well as draft mock interviews prior to all confirmed television segments. Fetch will collaborate with producers and anchors to provide any information needed for a segment rundown. A member of the Fetch team will accompany Perry's spokespeople to all media activities (i.e. cooking segments, interviews, etc.).
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Drafting Q/A related to each opportunity: Fetch develops a full segment rundown for every media opportunity garnered. On behalf of Perry’s Steakhouse, we will identify the purpose of each segment, any anticipated questions as well as any materials needed for the placement. We believe that securing an opportunity is half of the battle; our goal is to insure that Perry’s gets the most value out of every placement.
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Assistance with any ribbon cutting: A Fetch team member attends all events with media coverage as well as soft and grand openings and ribbon cuttings and will do so for any and all events for Perry’s Steakhouse.
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Strategic insight for media event(s) and recommendations on any elements that should be included: Fetch will collaborate with Perry's team to brainstorm all event planning. Fetch assists in coming up with 'bells and whistles' to ensure media coverage on events. Fetch also helps brainstorm menu items based on seasonality and food trends.
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On-site assistance for events surrounding opening, as needed: A member of the Fetch team attends and assists in all events that will be covered or attended by media.
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Anecdotes Abou Andre & The Hungry Hound: Steve Dolinsky, ABC’s “The Hungry Hound,” is Chicago’s most renowned local food critic. His show profiles the city’s best restaurants and most unique dishes. Through our conversations with Steve, he identified a need for authentic cuisine on his program. Abou Andre is a quick serve Lebanese restaurant that had an identity crisis. Although their food was strictly Lebanese, they were being lost in the vast array of similar Mediterranean concepts. However, Abou Andre had a dish, Qawarma, that no other restaurant in the city had on their menu. Through our relationship with Steve we were able to secure a segment on his top rated show highlighting Abou Andre’s authentic offering.
NATO comes to Chicago: Chicago hosted the NATO Summit during the summer of 2012. With thousands of visitors in town and all eyes on the city, restaurants across Chicago were trying to figure out ways to capitalize on all of the excitement. Fetch identified a method to bring Glenn’s Diner and Lockdown Bar & Grill to the forefront of the food scene. By rebranding menu items like NATO Soup (a Seafood Cioppino) and the Anarchy Burger Flight (featuring the Arson, Federales and Citizens Arrest sliders) we were able to secure placements on NBC Chicago’s Food & Drink segment, Chicago Tribune, Huffington Post, CBS Chicago & MSNBC.
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Case Studies: Ovie Bar & Grill
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Ovie’s Opening Ovie Bar & Grill is a new restaurant in Chicago that opened in October of 2012. Ovie’s menu and atmosphere rival any restaurant in the city. However, Ovie faced a dilemma, nobody knew where they were located. Through highlighting their food and unique location throughout our communication with the media, Fetch was able to successfully obtain opening press for the restaurant. Their opening received placements on Urban Daddy, Thrillist, Crain’s, Chicago Tribune and several other local media outlets.
Estimated Media Equivalency $10,000
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Case Studies: Delightful Pastries
Delightful Pastries is a Polish bakery with three locations throughout Chicago. Delightful hired Fetch after having some success with media placements early on in their existence. The bakery faced the challenge of staying relevant after everyone seemingly knew what they were all about. Fetch rebranded their traditional Packzi (a polish pastry filled with jelly or custard) and created the ‘Drunken Doughnuts’ campaign. The promotion spread like wildfire! The bakery was placed on The Tonight Show, Huffington Post, ABC and over 13 different local news affiliates across the country.
Estimated Media Equivalency $100,000+
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Case Studies: J.Toor
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J. Toor is a men’s custom clothier that launched in the Fall of 2012. They faced the challenge of standing out in a city that is known for shopping. Fetch decided to brand J. Toor as a ‘Fashion Speakeasy’ to help them differentiate themselves from their competitors. Not only did the rebrand get the attention of their target clientele, it got the attention of the media as well. Their launch garnered placements in Michigan Avenue Magazine, Chicago Tribune, Haute Living, WGN, AskMen.com and several other local outlets.
Social Media Examples: 02COOL
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Social Media: J.Toor Newsletter
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Our Team
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+ Lina Khalil Lina’s eight years in the field of Experiential Marketing allowed her to launch new brands and create buzz for high profile companies. Through these opportunities, she got to witness firsthand how grassroots efforts could build a powerful brand. After her bout with Marketing, Lina took her experience to the PR world. After four years of working with an agency, she realized that she needed to venture out on her own. In 2009 Lina teamed up with her business partner Erryn Cobb and founded Fetch Public Relations. Lina has recently been elected Social Chair of the Young Professionals Board in the Small Business Advocacy Council (SBAC). Over the past year she has brought together the city’s top young professionals for various events all in the name of charity. In addition to her role as Social Chair, Lina also serves as a member of the Board of Directors for the SBAC. The reputation she has built through her business development and volunteering has made her rise to Board of Directors one of the quickest in the history of the organization.
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+ Erryn Cobb After lettering for four years in football at Northwestern University for three years, Erryn was voted Captain of his team his senior year by his teammates. After earning his degree, Erryn was given two offers, to continue playing football, or an entry-level position at a local PR agency. Erryn took the latter and quickly began working his way up the ladder as a senior publicist. He was placed on every high-profile account brought in and developed solid relationships with local and national media contacts. Three years into his career in PR, Erryn decided to go back to his roots of team leadership. Erryn, along with his friend and business partner Lina, decided to apply his publicity skills and launch Fetch Public Relations. Erryn’s passion for food landed him a much sought after spot on FOX’s show, MasterChef Season 2. While the least controversial of the group, Erryn managed to make waves among his fans. He finished top 11 out of
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100. His culinary curiosity didn’t end with his exit from the show. Erryn has taken his background in food and
Strategy, media training on
applied to his clients by helping develop well
site publicist (accompanying
branded and unique menu items.
all segments) Erryn’s course with Football didn’t end after college. Erryn has been volunteering as a coach for the last four years at Lane Tech College Prep. His players have looked up to him, not only as a coach, but often as a mentor both on and off the field.
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+ Daniel Castro Born and raised in Houston, TX, Daniel began his passion for storytelling and the arts while attending a distinguished high school program that concentrated on Television Production. After interning at the Houston Aeros and attending the University of Houston for Video & Media Production, Daniel had his eyes set on bigger and better things. Chicago would quickly be home, after Daniel transferred to Columbia College of Chicago to further his career in Television Production. Daniel received many recognitions and honors both for his academic achievements and his commitment outside of school such as TheForgottenMile.com. Following graduation, Daniel spent time working on non-scripted forms of entertainment such as My Strange Addiction. After working on show pitches and collaborating on series development, the transition to pitching clients in the PR world was natural.
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Point of contact & pitching
A year ago Daniel decided to take the plunge to the PR world and work exclusively on the other side of media, helping individuals and others capture the media attention they deserve. His strength in pitching has helped land clients in publications both in print and online as well as television appearances.
What we can offer you!
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Ideas for Perry’s opening: •
Texas Restaurant Group, Perry’s, Raises the ‘Steaks’ in Chicago
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Food drops to all TV affiliates in Chicago
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Pre-opening cooking segment pitches to the media
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Pre-opening business pitches to business and trade publications
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Invite local and Chicago media to soft opening / ribbon cutting
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Bears Cowboys social media giveaway
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Items included in the retainer relationship for PR: •
Publicity
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Media Training
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Social Media (up to 4 platforms)
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Photography
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Assistance with all media attended or covered events
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Assistance with all television segments
Relationships with Food Media:
We have relationships with several food reporters including Steve Dolinksi (we communicate with him regularly) and Phil Vettel as well as several other local and national food related journalists. We also have relationships with every major Chicago magazine, TV outlet, paper and online news source. That being said, every PR firm has contacts that they work closely with. The reason we have been able to run successful campaigns for our clients is that we build targeted media lists that connect the right journalist with the right content in addition to utilizing our connections in the media.
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+ Client References: Lockdown Bar & Grill
Ovie Bar & Grill
J.Toor
David Jacobs
Mark Chmieleski
Jivesh Toor
david@lockdownbar.com
mc.oviebarandgrill@gmail.com
Jivesh@jtoor.com
773.742.3282
312.618.7281
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Fetch Public Relations 3020 North Lincoln Chicago, IL 60647 Lina Khalil (312) 493.6740 Erryn Cobb (312) 371.4786