Dan Diego Tortilla Factory

The Challenge. Dan Diego Tortilla Factory in Spearfish, S.D., had been operating at growing pace around the Northern Black Hills since their doors opened in October 2007.  After gaining a large number of accounts in that area, Dan Diego officials realized their operation needed a strong introduction to the Rapid City market. Although the company had a valuable product, owner Mitch McKie found a challenge in providing a personalized product to his clients while researching and pursuing new vendors. In addition to the growing business, Dan Diego was awarded the Dakota Rising Fellowship grant through the South Dakota Rural Enterprise Inc. in the spring of 2009.  There was no better time to develop a marketing plan to boost sales and public awareness of Dan Diego Tortillas.

The Plan. The tortilla factory partnered with TDG Communications and launched a regional public relations and advertising campaign.  TDG suggested an advertisement in the regional publication, FACES magazine and a comprehensive press kit to alert the media of the up and coming business. The public relations team at TDG rose to the occasion and distributed a press release showcasing Dan Diego as growing business in an economic recession.

The Results. Through the press release alone, Dan Diego Tortilla Factory was featured on three Rapid City television stations and on KELO-TV, the Sioux Falls station that broadcasts statewide. The press release produced a 1,500 percent return on investment, in terms of  advertising equivalent value. The coverage was statewide on newspaper and television media. This earned media has opened new doors, including the doors to a new vendor in Rapid City. McKie was also invited to speak at the Northern Hills Rotary club about his small business success and recent fame in the news. With the help of TDG communications, Dan Diego Tortillas have become a common name throughout the Black Hills and other regions of South Dakota.