Togo's selects Terpin for new brand promotion

SAN JOSE, CA: California-based sandwich chain, Togo's, selected Terpin Communications as its AOR to promote the brand among business and consumer audiences primarily on the West Coast.

SAN JOSE, CA: California-based sandwich chain, Togo's, selected Terpin Communications as its AOR to promote the brand among business and consumer audiences primarily on the West Coast.

The contract amount is in the low $100,000-range annually, but is expected to "slightly change" as social media components are added to the agency's responsibilities, said Michael Terpin, CEO of Terpin Communications.

"One of the critical things that makes Togo's unique and one of the critical reasons that we bought it is, for more than 30 years Togo's has developed cult-like following," said Tony Goia, CEO and chairman of ToGo's. The company's communications goals include expanding this brand equity across business and consumer markets, he noted.

Initial PR efforts will include telling the company's business message to national and West Coast publications. Its media pitch will promote the brand's growth plans following its recent sale from Dunkin' Brands to Mainsail Partners. In addition, the communications team will pitch executive profile pieces surrounding Goia's reputation for "turning around" brands, said Jenny Martin, manager of brand marketing at Togo's.

The agency will also engage in a West Coast-focused campaign to expand its brand awareness among its target market of 25- to 55-year-old, college-educated consumers with an income level of $80,000 and higher.

"We're really looking at people who have a really active California lifestyle," Martin said.

Consumer outreach will target lifestyle press, food and health-related blogs, and social media sites that focus on parenting and mothers.

Prior to selecting Terpin, the company worked with PR agencies on an ad-hoc basis.

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