Client: MJKL Enterprises, Inc. / Carl’s Jr.
Project Focus: Strategic Development, Web Development, Media Relations, Marketing Strategy and Deployment, Governmental Affairs
Challenge - Refine and implement MJKL’s aggressive marketing vision for their Carl’s Jr. and Pizza Patrón locations in Arizona. Identify outlets for the public affairs activities of MJKL leadership. Secure significant media exposure on issues ranging from quick service restaurant practices to immigration reform and alternative fuels, and assist in challenging state and federal lawmakers to rethink positions on immigration and alternative fuels based upon the progressive stance of MJKL leadership.
Our Approach - The agency recommended establishing a base of operations for the public affairs activities of MJKL leadership that evolved into a national non-profit advocacy organization dedicated to domestic social and energy concerns. Russell Public devised strategy for in-store marketing in Carl’s Jr. locations to illuminate the alternative fuel agenda of MJKL. The agency conceived a strategy to disseminate information regarding the Pizza Patrón “Pizza for Pesos” campaign. Russell Public presented a long-term, effective plan for meaningful quick service public relations and marketing at Carl’s Jr. and Pizza Patrón locations.
Results - Based upon Russell Public’s recommendation, MJKL leadership established The Golden Door Foundation - a national non-profit advocacy organization devoted to restoring the principles of freedom and liberty for all, immigration reform in Arizona, and enhanced visibility for biofuel usage. The agency conceptualized, designed, and launched the Golden Door Foundation Web site. Russell Public also secured significant media coverage for MJKL’s initiative to convert all fleet vehicles to run on Waste Vegetable Oil, including arranging a segment on the TODAY show featuring MJKL Chief Executive Officer Jason LeVecke. The agency coordinated an effort to encourage major national and international auto makers to publicly support the use of pure biofuels and unveiled a governmental affairs initiative to provoke discussion of responsible immigration reform Russell Public unveiled an aggressive marketing strategy to secure media attention for Carl’s Jr. by relying upon unconventional tactics. The agency developed a long-term public relations plan to secure national exposure for Golden Door Foundation and MJKL leadership through both television and print media.
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