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Meet PMG’s “sweetest” client: Sugar Factory

 Pence Media Group is proud to showcase one of our latest projects that introduced Sugar Factory to the Indianapolis market. Sugar Factory came to us with a plan to open a new location and a need for someone to tell its story through media pitching, segment production, media relations, influencer collaborations, event planning and execution. PMG gathered our resources, tapping into our strong network to engage reporters, influencers, and potential new customers in the region.

Our experienced team came together to provide Sugar Factory with all the ingredients they needed for success from start to finish.

Celebrating Sugar Factory’s wins: The grand opening

When this celebrity-endorsed, world-famous celebration destination opened its first location in Indiana, PMG joined forces to plan and execute a red carpet-worthy event. This involved a detailed run of show, logistical planning for guests, and on-site media, VIP and celebrity talent management. This star-studded event included a DJ performance from multi-faceted entertainer and television personality Nick Cannon. Nick posed for photos, chatted with the media, and performed throughout the night, keeping the energy high and the guests engaged.

Our team gathered professional photos and videos throughout the event to commemorate Sugar Factory’s grand opening celebration. Our talented vendor partners were able to edit these assets overnight to produce an event highlight video for social media, a gallery of photos, and even a behind-the-scenes Instagram Reel. These evergreen assets were used for social media, PR, and community outreach and will continue to be used for years to come. This PMG-executed event was a huge success, bringing together VIP guests, influencers, local community members, media teams, and more to celebrate a fun, photo-worthy, new dining experience in our city.

As a Telly Award-winning agency, Pence Media Group knows how to visually tell a brand’s story. Watch our behind the scenes PMG-produced video for Sugar Factory’s grand opening event here.

Telling Sugar Factory’s story: Public relations & earned media

Along with the actual event, a strategic public relations campaign was implemented to ensure maximum success and exposure. Pence Media Group is known for our storytelling, and this project was no different. PMG organized pre-grand opening media coverage to build hype surrounding the event. We also pushed out press releases and media alerts to reach a vast audience leading directly up to the event. The grand opening attracted a variety of different media outlets, eager to get footage of the visually compelling location, its picturesque menu items and Nick Cannon himself.

“I think Indianapolis is one of the perfect cities that’s leading by example for the rest of the country. I was out there, and I was like, ‘Is this a special weekend? Is something going on?’ They were like, nah, it’s like this all the time. That’s the energy we appreciate at the Sugar Factory.” – Nick Cannon shared with reporters.

After the event, PMG engaged our networks to schedule further earned media hits and packages. These local and national hits helped Sugar Factory drive their first round of new customers following the grand opening event.

Sugar Factory’s grand opening event garnered incredible coverage and brand awareness. PMG secured media on all local media outlets and garnered national media hits from outlets such as Yahoo! + Check out two of our favorite media highlights here: WTHR Sugar Factory and Life.Style.Live. Sugar Factory.  Pence Media Group continues to seek out the most engaging earned media opportunities to keep telling Sugar Factory’s story.

Engaging the community: Influencer outreach

Taking our network a step further, we activated our community of local Indianapolis influencers to promote and engage with the new Sugar Factory location. PMG built out a detailed outreach strategy to invite guests to the Instagrammable grand opening event, including tapping into our influencer database, creating informative graphics, and reaching out to invite each influencer personally. As a result, the total VIP guest follower reach on Instagram alone was more than 1.2 million followers. PMG also created an influencer content recap document for our client to easily view all of  the publicity they received from PMG’s influencer engagement tactics. These tactics allow Sugar Factory to share its unique new location with an expansive audience that trusts the endorsements of the influencers they follow.

Let PMG tell your story in 2022

Telling your business’ story takes more than just one article, one event or one video. Just like your brand, a story should be consistent and intentional. That’s why at PMG, we engage our vast network and flex our talents from start to finish to communicate your business’ value as effectively as possible.

PMG works with you to develop the best strategy for your business and provides you with the reporting results to track it. Let us know your goals and PMG will be eager to meet and exceed them. Consider it done.

As Pence Media Group’s Strategic Account Coordinator, Emily Sullivan helps create strategic value for PMG clients. Emily graduated from IUPUI with a major in journalism and communications, with a focus in Public Relations.

Author | Emily Sullivan

Strategic Account Manager


Let Pence Media Group’s team of experts build your brand and tell your story while you focus on your business.