Best Foot Forward set for special date

Best Foot Forward (BFF), a dating concierge service, will launch in Chicago this spring.

Company: Best Foot Forward
Campaign: Chicago launch of Best Foot Forward
PR Team: Zapwater Communications
Launch: April 2010

Objective: Best Foot Forward (BFF), a dating concierge service, will launch in Chicago this spring. The company, which provides services to help individuals navigate the dating world, seeks to differentiate from existing matching dating sites by offering services such as personal profile development, “wingman” networking consultation, and “Dating 9-1-1” live date assistance.

“We're really trying to get a brand name established,” says Dana Lyon, CEO of BFF, of the PR strategy around the launch. “My target audience is anyone who wants to get better at the dating game, anywhere from 30 to 55.”

Idea: Zapwater Communications came on in February* to help with the multifaceted PR strategy, which will work to build awareness for BFF, says Jenn Lake, creative director for Zapwater.

“The services are something we're going to really push and promote as something that goes beyond traditional dating services,” she says. “We really want the message to translate into national markets and national media.”

Once the Chicago version is up and thriving, Lyon says BFF will expand into other major cities.

Tools: Zapwater and BFF are targeting traditional long- and short-lead publications, including local titles like Chicago and Michigan Avenue. The team also set up Facebook, Twitter, and Flickr accounts for the new company to build awareness online, including promoting events.

BFF hosted a pre-launch event on March 8 in conjunction with a viewing party for The Bachelor: Jason and Molly's Wedding, to “tease and introduce the company in a fun way,” Lake says.

Measurement: BFF will monitor online interaction through Web site page views and social media followers, along with the number of members joining the service. Zapwater will also work to secure partnerships with organizations and companies, another way to measure the new site's success.

*CLARIFICATION: At press time, Zapwater was the new company's AOR, but following launch of the service, the agency stopped working with BFF.

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