Sweet Stack’s Earned Media Recipe for Atlanta Success

The pressure was mounting. Sarah, the marketing director for “Sweet Stack Creamery,” a local Atlanta favorite known for its artisanal ice cream sandwiches, was facing a problem. Their social media engagement was plateauing, and a recent competitor opening near Piedmont Park was stealing their thunder. Sarah knew they needed a fresh approach to not only recapture their audience’s attention but also drive measurable results. How could Sweet Stack Creamery use earned media and real-world case studies to elevate brand awareness and stand out in a crowded market?

Sarah began by brainstorming ways to generate positive publicity. She realized that Sweet Stack had a unique story to tell. They sourced all their ingredients from local Georgia farms, supporting the community and ensuring top-notch quality. This wasn’t just ice cream; it was a commitment to local sustainability. But how to get that message out there effectively?

I’ve seen this challenge countless times. Companies pour money into ads, hoping to buy attention, when often, the most impactful strategy is crafting a story that resonates with both the media and their target audience. Think about it: people trust recommendations and real experiences far more than they trust a sponsored post.

Sarah decided to focus on crafting compelling case studies showcasing how Sweet Stack’s ice cream sandwiches had become a part of people’s lives and celebrations. She started with Maria, a local event planner who used Sweet Stack’s custom ice cream sandwich bar at a wedding reception at the Georgian Terrace Hotel. The reception was a hit, and Maria raved about how Sweet Stack’s unique offering elevated the entire event. Sarah interviewed Maria, collected photos from the event, and compiled a detailed case study outlining the event’s success, the positive feedback from guests, and the quantifiable increase in Maria’s bookings following the event. She also made sure to get Maria’s permission to use her name and photos, a crucial step often overlooked.

Next, Sarah targeted local media outlets. She knew that simply sending out a press release wouldn’t cut it. She needed a personalized approach. She researched reporters at the Atlanta Journal-Constitution and local lifestyle blogs, identifying those who covered food and community stories. She then crafted individual pitches, highlighting the Maria case study and emphasizing Sweet Stack’s commitment to local sourcing. She included high-quality photos and offered exclusive interviews with Maria and Sweet Stack’s founder.

Her efforts paid off. A reporter from a popular Atlanta blog, “ATL Bites,” picked up the story. The article highlighted Sweet Stack’s unique ice cream sandwiches, their commitment to local ingredients, and the success of Maria’s wedding reception. The article included a quote from Maria, further adding credibility to the story. Within days, Sweet Stack’s website traffic increased by 40%, and their social media engagement skyrocketed. They even saw a noticeable uptick in catering inquiries.

But Sarah didn’t stop there. She understood the power of ongoing earned media efforts. She created a system for collecting customer testimonials and turning them into short, shareable case studies. She also partnered with local influencers, inviting them to Sweet Stack for tastings and encouraging them to share their experiences on social media. According to a recent IAB report on brand advertising [IAB](https://iab.com/insights/brand-advertising-2024/), influencer marketing is projected to account for 18% of total digital ad spend in 2026, making it a crucial component of any modern marketing strategy.

We often tell our clients: earned media isn’t a one-off campaign; it’s a continuous process of building relationships, crafting compelling stories, and consistently delivering value. It’s about becoming a trusted voice in your industry.

Here’s what nobody tells you: getting consistent earned media coverage requires patience and persistence. You’ll face rejection, and you’ll need to refine your approach constantly. But the rewards—increased brand awareness, improved reputation, and ultimately, increased sales—are well worth the effort. I had a client last year, a small bookstore in Decatur, who initially struggled to get any media attention. After we helped them focus on their unique community programs and craft compelling stories around their local author events, they landed a feature in Decatur Living magazine, which drove a significant increase in foot traffic and online sales.

Sarah also understood the importance of tracking and measuring her results. She used Google Analytics to monitor website traffic, social media engagement, and online sales. She also tracked media mentions and analyzed the sentiment of online reviews. This data allowed her to refine her strategy and focus on the tactics that were delivering the best results. She realized that the “Maria” case study, in particular, was resonating strongly with potential catering clients. So, she created a dedicated landing page on Sweet Stack’s website showcasing the case study and featuring a clear call to action for catering inquiries.

A key aspect of their success was the authenticity of their message. They weren’t just selling ice cream sandwiches; they were selling an experience, a connection to the local community, and a commitment to quality. This resonated with both the media and their target audience. (Isn’t that what we all want, really? To feel connected to something bigger?). A Nielsen study [Nielsen](https://www.nielsen.com/insights/2023/trust-in-advertising/) found that consumers are 83% more likely to trust recommendations from people they know than traditional advertising.

Sweet Stack’s story highlights the power of combining real-world case studies with a strategic earned media approach to achieve tangible marketing outcomes. By focusing on authentic storytelling, building relationships with the media, and consistently delivering value, Sweet Stack Creamery was able to increase brand awareness and drive measurable results, even in a competitive market. The competitor that opened near Piedmont Park? Sweet Stack is now collaborating with them on a special “neighborhood flavor” ice cream sandwich, generating even more positive buzz.

So, what can you learn from Sweet Stack’s success? Don’t underestimate the power of your own story. Identify your unique selling points, craft compelling case studies, and build relationships with the media. By focusing on authenticity and delivering value, you can elevate your brand awareness and drive measurable results, just like Sweet Stack Creamery.

Want to learn more about creating pitches that land? Check out our post on AI-Powered Pitches. It’s a game changer!

And if you’re in Atlanta and struggling with your marketing ROI, you might be wasting money on bad marketing advice. It’s time to rethink your strategy and focus on what truly works.

For more insights on how to get journalists to cover you, see our article on perfecting your pitch.

Don’t just chase the next shiny marketing tactic. Instead, focus on building authentic relationships and telling compelling stories. By doing so, you can transform your brand from just another business into a trusted and valued part of the community, generating the kind of positive buzz that no amount of advertising can buy.