Saffire: Re-Opening PR Case Study

pr photos at saffire restaurant
Saffire

Crafting a Culinary Comeback

Saffire Restaurant was a beloved Franklin, TN staple for 17 years, known for its innovative menu and vibrant atmosphere. After closing its doors in 2018, celebrated chef and restaurateur Tom Morales saw an exciting opportunity to revive the brand, honoring its roots while introducing fresh ideas to captivate a new generation of diners.

Drawing on its proven expertise in hospitality marketing and PR, Green Apple crafted an earned media campaign to reintroduce Saffire as a culinary leader in Nashville’s competitive dining scene.

– Strategic Event Planning –

Cooking Up Excitement for the Grand Opening

Green Apple Strategy collaborated closely with Saffire’s management to create a buzz-worthy grand opening celebration. The centerpiece of the campaign was an exclusive soft launch party designed to connect Saffire with influential media personalities and local tastemakers.

Green Apple curated a list of 30-40 priority guests, including media professionals and social influencers with strong ties to Nashville’s food and lifestyle communities. The team managed every detail, from identifying the right invitees to crafting and sending personalized invitations that reflected Saffire’s brand.

One highlight of the event was coordinating a site tour, tasting experience, and exclusive interview with Julia Masters, an entertainment business reporter for the Nashville Business Journal. This ensured high-quality media coverage while showcasing Saffire’s reinvigorated vision.

To complement the event, Green Apple developed a compelling press release that positioned Saffire as a reinvented icon. This release was distributed to key outlets, generating initial buzz and setting the stage for ongoing media interest.

– Targeted Media Pitches –

Serving Stories That Stick

Beyond the grand opening, Green Apple maintained momentum by crafting tailored pitches that highlighted Saffire’s unique offerings. From its innovative cocktail menu to its curated happy hours and exclusive menu items, every pitch emphasized what made Saffire stand out in the crowded Nashville food scene.

Targeted outreach focused on securing placements in local media outlets that resonated with Saffire’s ideal audience. Publications like StyleBlueprint, Edible Nashville, and Brentwood Lifestyles were among the campaign’s primary targets. Green Apple also coordinated interviews with media and influencer guests to keep Saffire top of mind and consistently featured in conversations about Nashville’s culinary hotspots.

– Results –

A Grand Return to the Spotlight

Green Apple’s earned media strategy delivered impressive results, reestablishing Saffire as a culinary gem in Nashville. In the two months following the grand opening:

  • Saffire received 35 mentions in prominent media outlets, including feature articles in Nashville Business Journal, The Tennessean, Brentwood Lifestyles, and The Nashville Post.
  • The campaign generated $1.01 million in AVE (Advertising Value Equivalent), demonstrating the significant impact of the PR efforts.

Saffire’s grand reopening successfully positioned the restaurant as one with a rich history and an exciting new chapter in Nashville’s food culture.

Client Testimonials

“Green Apple’s thoughtful approach and attention to detail ensured that our story not only captured the essence of Saffire’s culinary legacy but also stood out in Nashville’s vibrant food scene.”

“​​Green Apple’s expertise in hospitality PR and their relational approach to media outreach brought Saffire’s story to life in ways that made our return a celebrated moment in the community.”

– Creative –

What We Did

Messaging Strategy, Event Planning, Media Relations, PR, Email Marketing

saffire restaurant front door entrance
saffire restaurant merchandise
saffire restaurant bar
saffire restaurant in nashville

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TGS’ Share the Love Campaign

father dropping off baby with daycare provider
The Gardner School

Transforming Positive Experiences into Five-Star Reviews

The Gardner School is a nationwide leader in early childhood education and preschool, with nearly 40 locations across nine states. For over a decade, TGS has trusted Green Apple Strategy to support its marketing efforts, working together to strengthen brand equity and build meaningful connections with families.

– Opportunity –

Building Trust Through Feedback

In 2024, Green Apple recognized an opportunity to bolster The Gardner School’s reputation with young families by focusing on online reviews. In a world where trust is hard to earn and easy to lose, Google Reviews are key to building relationships with potential families before they ever walk through the door. In fact, 88% of customers read Google reviews to determine the status and quality of a local business before engaging with it. 

With reviews playing a pivotal role in helping parents select the right school for their children, we aimed to create meaningful opportunities for current TGS families to share their experiences. The goal was to celebrate the strong connections families have with the TGS community and highlight the school’s commitment to fostering every child’s growth in a way that would resonate with prospective parents.

– Campaign Concept –

Bring Parent Stories to Life with an Engaging Campaign

Green Apple Strategy designed the “Share the Love” campaign to align with The Gardner School’s core values. Rooted in the school’s mission of nurturing children’s physical, social, emotional, and intellectual growth, the campaign invited parents to express their love for TGS and its teachers through online Google reviews.

To make the campaign engaging and fun, Green Apple created a framework where families who left a positive review were automatically entered into a drawing for one grand prize. The campaign encouraged parents to specifically mention their child’s favorite teacher, making the reviews more personal and meaningful.

– Strategic Messaging –

Perfect Timing Meets Thoughtful Messaging

The “Share the Love” campaign launched in early February, perfectly aligning with Valentine’s Day—a time when appreciation and positive sentiment are already in the air. Running throughout the month, the campaign tapped into this festive spirit.

To generate excitement and ensure widespread participation, Green Apple Strategy executed a detailed, multi-channel promotion plan. Each of The Gardner School’s locations received tailored messaging, personalizing the campaign for each campus community. Families first heard about the campaign through TGS’s parent communication platform, ensuring it felt immediate and relevant.

In addition to this direct touchpoint, a series of organic social media posts were deployed across Facebook and Instagram to keep the campaign top of mind. Posts were strategically timed to build momentum before the launch, maintain engagement throughout February, and celebrate the results at the end.

This cohesive, well-timed approach kept parents engaged and motivated while Green Apple monitored and adjusted messaging to keep participation high.

– Results –

Creating a Ripple Effect of Positivity

The “Share the Love” campaign exceeded all expectations, generating a remarkable surge in online reviews.

  • 210 new Google Business Profile reviews were submitted in just one month.
  • 223 total reviews were gathered from the campaign—an impressive feat compared to the 133 reviews TGS received throughout all of 2023.
  • Across all locations, reviews in February increased by an astounding 1,741.67%.
  • TGS’s average star rating improved by 21.38%, bringing its overall rating to 4.86 stars.

Most importantly, the campaign strengthened relationships between TGS and its families, creating a ripple effect of positivity that will continue to attract new students for years to come. 

– Creative –

What We Did

Campaign Development, Messaging Strategy, Email Marketing, Social Media Content, Design, Reputation Management 

spreading the love the gardner school instagram
share the love parent review on instagram

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Charter Construction: Case Study

charter construction team gathering at a job site
Charter Construction

Building the Next Generation of Company Leaders

Charter Construction, founded in 1978, has established a reputation as one of Nashville’s top commercial concrete contractors. The company is committed to excellence and creates a supportive culture that invests in the personal and professional growth of its team. As Charter continued to expand, its leadership saw a key opportunity to focus on developing the next generation of industry leaders.

As their marketing partner, Green Apple Strategy worked closely with Charter’s leadership to develop a robust recruitment strategy. Through these collaborative conversations, the idea for an industry-leading internship program emerged—one that would allow Charter to recruit top talent to mentor and shape future leaders within the company. 

– Opportunity –

Building a Comprehensive Internship Program

Charter Construction’s growth has always been supported by hiring good people and fostering a culture where its team can thrive. However, like many companies in today’s competitive market, it faces ongoing hiring challenges. During a strategy session with Green Apple, Charter’s leadership expressed a desire to strengthen its hiring process by securing the “best of the best” from the next generation.

Green Apple saw an opportunity to level up Charter’s hiring strategy and developed a recruitment strategy that included a stronger internship program. The new vision focused on building an intentional mentorship program that would serve as a key component of Charter’s internship program. This would enable Charter to develop even stronger relationships with entry-level talent, laying the groundwork for future growth. A new approach would also help Charter retain top performers and foster a culture of internal promotion, building strong leadership and institutional expertise as the company grows.

Green Apple took the lead in structuring the program by defining the mentorship roles and determining how many interns each department would take on. Dedicated program managers for both the office interns and field interns ensured that each intern gained valuable, hands-on experience during their time at Charter. The plan featured a clear onboarding process, structured mentorship, and a tailored internship checklist. This checklist ensures that interns gain meaningful, hands-on experience while making their time at Charter both valuable and rewarding. Weekly check-ins, guided mentorship, and a final project assignment were also added to the program so that each intern finished with a solid understanding of the industry.

– Elevating Outreach –

Charter’s Strategic Recruitment Approach

Once the framework for the internship program was in place, Charter Construction needed to find creative ways to promote it and attract top students from target universities. Green Apple took the lead in developing a strategic plan to enhance Charter’s presence at career fairs, networking events, and on campus.

This strategy involved creating a range of high-impact marketing materials. From branded tablecloths and banners to custom giveaways and detailed brochures, Green Apple ensured that Charter’s brand would stand out. By showcasing the company’s unique culture and commitment to mentorship, these materials helped differentiate Charter from other companies at recruitment events and attracted attention from top-tier students.

Additionally, Green Apple helped explore innovative ideas such as a co-op program, which would offer students year-round opportunities to gain hands-on experience in the construction industry. By building partnerships with local universities, Charter is offering interns the chance to work in various areas of the company, helping them decide which aspect of the business best aligns with their long-term career goals. 

– Results –

A Partnership for Future Growth

The development of the internship program demonstrates how Green Apple helped Charter think strategically, going beyond traditional marketing to provide holistic solutions that address key challenges. This deep partnership has allowed Charter to focus on what they do best—delivering high-quality construction services—while ensuring they have the tools and talent to continue building their legacy for years to come.

Charter Construction is now equipped to launch its program, attract top talent, and nurture the next generation of leaders, ensuring a strong foundation for future success. The partnership between Charter and Green Apple underscores the value of strategic collaboration and the impact that comes from working with a partner who truly understands and supports every aspect of a business.

– Creative –

What We Did

Employee Recruitment, Program/Operational Development, Messaging Strategy, Marketing Collateral, Website Strategy, Content Development

charter construction career banners

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