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Our Approach

A company dedicated to giving back to those in the communities it serves, TEAM Schostak Family Restaurants and its Applebee’s restaurants throughout the state tasked Identity to come up with a unique way to recognize those who dedicate their lives to bettering their community and serving as a positive role model for others.

Using a timely, well-known week—Teacher Appreciation Week—Identity designed a unique statewide digital contest searching for Michigan’s best teachers. As part of the contest, TSFR and its Applebee’s restaurants asked community members to nominate local teachers who have continually served as great role models and encouraged a positive learning environment. The winners were recognized with a public school assembly at their respective schools.

To drive participation and build brand awareness, Identity crafted a custom strategic media relations program, including a press release leading up to the launch of the campaign, press releases around each of the winners, media interviews and on-site assembly event coverage. Through targeted media outreach, Identity secured a broad range of highly visible metro Detroit media coverage, including The Oakland Press, The Daily Tribune, Hometown Life, WOOD-TV, Ludington Daily News and more.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Event Coordination and Support
  • Social Media

    • Social Contest Creation


  • 285nominations
  • 863.3K potential reach
  • 1,592 generated sessions to the Teacher Appreciation Week post on the TSFR website