press kit release

7/30/2019 Press Kit Release

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Media Contact: Caroline Williams

Austin, [email protected]

FOR IMMEDIATE RELEASE

Hot NewsLocal Musicians Perform Live at Armelias Caf

Now Serving Pumpkin Flavored Beverages for the Fall Season

AUSTIN, Texas29 September 2012This fall season will be made especially

flavorful at Armelias Caf. Now announcing our pumpkin coffee and cocktails. A must

have to keep your inside feeling warm and cozy.

We have alsobooked many of Austins most talented musicians to use Armelias Caf as

their venue of choice. A variety of musical genres include acoustic, rock, indie, jazz, pop,

bluegrass and folk to please the taste of all Austin music enthusiasts. Some of thefeatured acts include Unified Tribe, Manteca Beat, Acoustic Dream and The Casting

Couch. The highlight of the season is an exclusive performance by Bob Schneider.

Bob Schneiders diverse music style includes a whole lot of bits and pieces of funk,

country, rock, and folk. Schneideris coming to perform at Armelias Caf on November

8th

, 2012 at 7:30 p.m. with opening act Liquid Stereo Project.

Whether you are on a date with your sweetie, studying for the big exam or just want to

take in some of the local Austin culture, Armelias Caf invites you to come enjoy our

homemade coffee and cocktails.

# # #
mailto:[email protected]:[email protected]:[email protected]


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To:[email protected]

Subject line of e-mail transmittal: Hot news brewed for you

Mrs. Debbie Hiott, Editor

Austin Statesman305 S. Congress Ave.

Austin, TX 78704

Dear Mrs. Hiott:

This fall Armelias Caf is going to feature a live performance from local Austin artist

Bob Schneider. I am writing to suggest that Bobs concert would be a great feature article

in Austin Statesman, as he is a local favorite. We certainly appreciate your consideration.I look forward to your news.

Best wishes,Caroline Williams

Public Relations Specialist
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Suggested interview questions to ask Clifford Wallace, owner of Armelias Caf

What specifically convinced you to open a Caf that serves coffee and cocktails?

How does your background as a chemist influence the way you make coffee?

Who is Armelia?

What channels are used to keep the customers informed of hot, brewing news?

What is your key to getting new customers to come back for more?

What were the most important steps to open Austins favorite Caf?

What led you to choose specific fall flavors like pumpkin spice and nutmeg?

Do you have any drinks special to Armelias?

What leads you to choose specific entertainers?

Are you planning on expanding around Austin?

What could we look forward to in the future at Armelias Caf?


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Backgrounder of Clifford Wallace

Clifford Wallace was a chemist at the University of Colorado at Boulder. When hewasnt mixing chemicals he could be found at his local, student coffee shop, sipping on

jo while going over his notes. After twenty years of peering into test tubes Wallace

decided that a life of science just wasnt for him. So he left the lab to pursue a differenttype of chemistry, trading in his microscope for an espresso machine. He moved fromBoulder back to his hometown of Austin, Texas to pursue his dream of owning a coffee

and cocktail shop.

Wallace opened his first location off of South Lamar in the spring of 2008. While it was

not much more than a small room with Wallace himself operating all the machinery,

word soon spread about the charming shop named Armelias. Many have wondered how

Wallace came up with the name, and who exactly Armelia was. In a recent interview hedecided to divulge the truth saying, Armelia was my grandmother with whom I grew up.

The smell of coffee always reminds me of her and my childhood home. She could always

be found with a mug in her hand and a fresh pot on the stove.

Now, Armelias is a popular spot for coffee aficionados, students and Austinites. The

shop is especially popular for its late night alcoholic drink specials and amazingly

brewed coffee. On Fridays you can find some of Austins most hip bands playing centerstage, including rapper Zeale, Spoon and most recently Bob Schneider.

Next time you are in Austin, make sure to swing by Armelias for a truly personalizeddrink. Sit back and enjoy the relaxed atmosphere, fantastic music and, of course, a great

cup of coffee.


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Crisis Communication Plan

Situation: Employee involved in dealing illegal narcotics

Phase 1 Inception

Public Relations Specialist, Caroline Williams:We are currently investigating the legitimacy of these claims. We at Armelias Caf

always make our customers and employees our priority. However, safety is most

important to us and we will absolutely not stand for illegal of any kind in ourestablishment.

Company Response

If any other employee is aware of illegal activity going on in the coffee shop, he is toinform Clifford Wallace through email, phone call or meeting. All information will be

kept completely anonymous and confidential. The management will conduct an

investigation to establish any legitimacy to claims made.

If evidence is found to support the claim, the employee and all who participate will be

held responsible. If the accused is found to be guilty of participating in illegal activities,

this will result in the immediate termination of the responsible party and all thoseinvolved in the corresponding incident.

Phase 2 Resolution

Solutions to prevent similar crises, Armelias Caf will:

1. Install cameras around coffee shop2. Increase presence of manager and owner around the shop3. Employees will go under more detailed screening before being hired4. Employees will undergo daily bag checks before entering and leaving the shop

Armelias would never want to compromise the integrity of the shop, its customers and

employees. While we would like to believe that all of the members of our company

would never participate in illegal activity, at times mistakes happen. In the future, we willstrive to enforce these new rules to prevent any damaging incidents in the future.

Phase 3 Reputation Aftermath

1. Sponsor events on college campuses2. Feature prominent community advocates and speakers for the anti-drug abuse

community

3. Bring coffee to homeless shelters, soup kitchens and womens centers 4. Host non-profit concert featuring previous Armelias artist for A Glimmer of

Hope Foundation (foundation for at-risk teens to prevent substance abuse)

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