About the Client :. Serving authentic home-style American cuisine with a southern flair, LL Dent is the living realization of a life-long dream of co-owners Lillian Dent and her daughter Chef Leisa Dent. Set in an environment reminiscent of a southern dining room, LL Dent’s authenticity is only surpassed by its southern hospitality. LL Dent is a full service southern style restaurant, unique to Nassau County, featuring lunch and dinner. The menu features many of her favorite dishes perfected over a lifetime and handed down from her parents and grandparents.

How the PRMG Helped :. LL Dent Restaurant is the creation of Lillian Dent and her daughter, chef Leisa Dent. The restaurant brings American cuisine with a southern flair to Long Island and is located at 221 Old Country Road in Carle Place, N.Y. PRMG began working with LL Dent Restaurant in the Fall of 2005, approximately six months before the restaurant would open its doors.

LL Dent hired PRMG on a monthly retainer to develop and implement a comprehensive public relations and marketing strategy that would help successfully launch the restaurant and ensure ongoing communication with new and prospective customers.

As part of its strategy, PRMG set out develop a logo, a web site, menus, take out menus, promotional fliers, business cards and stationery, print ads and comment cards to be ready for the grand opening which occurred on February 16, 2006.

The first step was to develop a logo that would best describe the restaurant. The logo includes a peach and cursive of the restaurant name with green leaves accentuating the design. Once the logo was complete, a store sign was created, a delivery vehicle was wrapped, menu covers were ordered and PRMG worked to design the remaining elements needed for the opening. Soon after, a web site with the domain of lldent.com was developed. The site used the logo in the background and includes pages describing the restaurant, the chef’s background, menus, a contact form and a reservation form. The site also features television interviews and news clips.

It was decided to advertise the grand opening of the restaurant. Considering the restaurant’s budget, geographic location and demographic targets, print advertising was chosen as the predominant advertising vehicle. The grand opening campaign included front and full page ads in Clipper Magazine, This Week and Community Journal.

Next, PRMG created a presentation folder to be used as a media a kit and to provide to prospective catering clients. A customer feedback card was printed to be available on the first day of operation. PRMG also created and maintains two databases, one to track the return of coupons from the print ads, and another to enter feedback information from the customer cards and web forms.

Prior to the grand opening, a press release and media kit was sent to food, business and other local interest media outlets, which included an invitation to a grand opening event. A successful grand opening celebration and ribbon cutting ceremony was held on March 4, 2006. Elected officials, community and church leaders, and friends of the owners were invited to attend. Following the event, a fundraiser was held to benefit Winthrop Hospital Diabetic Education Center, where the owners donated 50 percent of the proceeds from dinner to support diabetes education. A check presentation was made and photographs and captions have been sent to local media. Public relations efforts have resulted in coverage in Newsday, The New York Times, Long Island Press, Long Island Magazine, Community Journal, This Week Publications, Anton Newspapers, Life Publications, Channel 7 Eyewitness News and News 12 Long Island.

Since opening, web traffic has been monitored. Soon, a weekly e-newsletter featuring menu specials will be sent out to those persons asking to receive e-mails.

PRMG’s comprehensive program has helped LL Dent successfully launch its restaurant. Its ongoing efforts help ensure it is getting value from its advertising, maintain customer communication and prepare the restaurant for future growth.