COLLEEN

WILLIAMS
WRITING PORTFOLIO
FERRANTES ITALIAN RESTAURANT AND SIGNATURE CATERING

May 14 2015
Elon University
Strategic Writing
Dr. Lellis

Table of Contents

ReflectionPage 3
News Release.....Page 5
Biography...Page 6
Advertising Script.....Page 7
Flier....Page 9
Social Media Posts.Page 10
Blog PostPage 11
Fact Sheet...Page 12
Time Log...Page 13

Reflection

While I always struggle to tell if/when my writing has improved, I would like to

think that it has over the course of this semester. Despite taking Media Writing, I have
never done this type of short, goal-orientated writing before. I am personally much
more comfortable writing lengthy papers; as that is what I was taught to focus on all
through high school. From reading Made to Stick and getting feedback in class, I can
now say that this type of writing makes much more sense to me, even if I dont always
execute it fully. Working with a specific client throughout the semester was key to this
as it really made you focus on why you were writing these items.

When it came to working with a client I chose mine due to how familiar I am with

the company. While having a large prior knowledge of the company benefitted me in
many ways, I felt as though much of the work I was doing was irrelevant to their
business. Not only was there not really anything new and note worthy to write about,
but there was also a lack of a need for much of the writing that I was doing. Ferrantes
has over the years been re-vamping their image, but at the end of the day its still just a
restaurant where they minimally use strategic communications.

Despite feeling as though I could have picked a more suitable client for the

portfolio assignments, I enjoyed looking at a familiar company through a new

perspective. While I have never seen any type of advertisement for Ferrantes, when
making one for them I really had to think about the core values that they try to teach us
as employees. They frequently use the phrase, Great food, better service, and after

being an employee for four years its hard to remember that we are there to uphold a
specific image that the company is trying to portray.
In my portfolio assignments I kept coming back to this phrase and about how
important family is to Ferrantes. Creating a home-y atmosphere where everyone comes
together is something that Ferrantes aims for, but appealing to the various
demographics that make up a family was at times challenging. As we learned to write
for a specific audience half of my struggle for most writing was deciding which audience
I wanted to address. In the end I believe each piece of mine has a clear audience, even
though as a whole portfolio that audience may seem varied.
One of my favorite parts of this course is when we would go over drafts in class.
The feedback was always very helpful and usually pointed out obvious errors that I
hadnt noticed as I was writing. While I usually wasnt excited about in-class activities,
they usually proved to be worthwhile and ignited ideas that I later used with my client.
While this whole portfolio seemed daunting at first, each piece has made me
look at my company in a new light. It is the first time that I feel as though Im not going
to be totally lost in the real world if I decide to go this route for a career. I can now say
that I feel successful and knowledgeable about this type of writing, and hopefully you
agree.

NEWS RELEASE

April 20, 2015

FOR IMMEDIATE RELEASE








POPULAR RESTAURANT TO PARTICIPATE IN TASTE OF MEQUON
Ferrantes Italian Restaurant to appear at Taste of Mequons second annual event


MEQUON, WIFerrante's Italian Restaurant and Signature Catering will be one of the
featured restaurants at the second annual Taste of Mequon event. The event takes
place Sept. 12, from noon to 9 p.m. in front of Mequon City Hall. The gathering will
feature local restaurants, artists, boutiques and family friendly activities.

After the first successful Taste of Mequon event last year, Ferrantes is excited to add
their food and services to the affair. Ferrante's will be offering a limited menu that
includes many of their pizzas, pastas, and chicken entrees. Last year Taste of Mequon
gathered a large crowd of over 400 Ozaukee County residents.

This is a great way to become more integrated with the local community. After
attending the event as a Mequon resident last year, I thought it would be a perfect fit
for Ferrantes food, and am thrilled to be a part of it this year, remarked Amy Ferrante-
Gollwitzer, owner of Ferrantes.

By adding more food vendors Taste of Mequon is hoping to grow and reach more
residents than it did last year. To view pictures of last years event click here.

About Ferrantes Italian Restaurant and Signature Catering
Ferrantes Italian Restaurant and Signature Catering has been serving home-style Italian-
American cuisine for over 30 years. From their classic Italian dishes, chicken dinners,
pizzas, extensive gluten-free menu, and Friday Fish-Fries, Ferrates offers a large menu.
Open seven days a week, Ferrantes is located on the corner of Port Washington Road
and Donges Bay Road in Mequon. For more information go to their website or contact
owner Amy Ferrante-Gollwitzer at amy@ferrantes.com


Contact:
Colleen Williams
Public Relations Director
(414) 719-7118
cwilliams37@elon.edu

Biography

Amy Ferrante-Gollwitzer of Grafton, Wis. is the owner of Ferrantes Italian

Restaurant and Ferrantes Signature Catering. As owner, Amy oversees the catering,
restaurant, and bar managers. Amy is also the main contact for customers who wish to
plan catering events with Ferrantes. Under her leadership, Amy successfully created the
Signature Catering business as an addition to the restaurant. Over the past ten years,
the catering business has grown to be the number one catering company in the North
Shore area within the Jewish community. Expanding on her families mainstream Italian
cooking within catering to include kosher options is something that Amy is proudest of
in her time as owner.
In 2013, Amy began emphasizing a connection with the local community by
entering into local food contests and festivals, such as Gathering on the Green. In 2014
Amy and her catering chef Lisa were also featured nationally on SPIKE TVs Frankenfood
program, bringing recognition to the Mequon area.
As a fourth generation member of the Ferrante family, Amy became owner 25
years ago in 1990 after having worked at Ferrantes since she was 15 years old. Amy has
worked her way up from a dishwasher, and has held every position imaginable until she
became owner. Amys daughter Andrea is joining the family business in a similar
manner- as a hostess. In addition to Andrea, Amys family includes her Husband Don,
sons D.J. and Justin, daughter-in-law Hannah and grandson J.J. Amy looks forward to her
family continuing the business as she begins to plan for retirement. However, for now
Amy continues to enjoy her position as owner.

Advertising Script
Title: A Winning Meal Radio Commercial
Client: Ferrantes Italian Restaurant
Length: 45 seconds


Child: I cant believe we
lost to them!

Sound Effects
Young boys mumbling

Coach: Its okay kids, well

do better next game. On the
bright side we still have our
team dinner, so lets cheer up
and go to Ferrantes!
Kids cheering and cars
starting

Coach: Okay boys, our buffet

is over there. Theres
lasagna, salad, bread, pasta
and soda.
Child: Hey coach, arent
those the Chinooks players?!
Coach: Wow James, I think it
is- do you guys want to go
over and say hi?

Yeah! Cheering

Coach: Ok.

Walking, restaurant noises

Coach: Hey guys, my boys just
lost a tough game and wanted
to come say hi to all you.
Male player: Hey guys we lose
some games too, but at least
you guys are getting a good
meal regardless of the game!
Waitress: Lets push some
tables together so you all
can sit together!

Tables and chairs moving

Male Player: Great! Wed love

to talk more about baseball
with all of you!
Voice over: Come to
Ferrante's, where people come
together over good food.

Ferrantes Restaurant
Weekly Specials
Pizza of the Week
Philly Cheese Steak Pizza

Our classic thin crust, topped with a cheesy cream sauce, seasoned steak, mozzarella
cheese, red onions, green peppers and swiss cheese.
(S) - $17.25 / (M) - $19.60 / (L) - $22.15

Salad of the Week

Grilled Chicken and Avocado Salad

Mixed greens topped with grilled chicken, fresh avocado, grape tomatoes, red onions,
black olives and co-jack cheese. Served with a side of Jalapeo Ranch Dressing.
$13.95

Fresh Catch of the Week

Pan Seared Rainbow Trout

Seasoned, and pan seared trout; served with a side of garlic mashed potatoes and garden
fresh vegetables. Includes choice of a soup or salad.
$16.95

10404 N. Port Washington Rd.
Mequon WI, 53092
(262)-241-5420
ferrantes.com

Social Media Posts

Facebook Posts

Give your mom a break from cooking for Mothers Day and come to Ferrantes! We have
a special menu that will be sure to make them feel special!


Come stop by and say Hi to our new hostess Julie! Were always looking to hire
enthusiastic and hardworking high school students. Stop by the restaurant or call
(262) 241-5420 if interested in applying.

Love the Brewers? Well, well be playing all Brewers games in the bar. Youll even have
the opportunity to win two tickets every time you come in!


Dont take our word for it; customer Bruce just informed us My whole family of six was
able to enjoy the spaghetti and meatball Meal Deal from last week. While we say a
Meal Deal feeds four, with little ones our portion sizes can easily feed two more! So
make sure to check out this weeks Meal Deal.

Looking to throw a graduation party? Ferrantes Signature Catering is here to help! No
matter the size we can make the event memorable and delicious for your graduate. Call
Amy Ferrante-Gollwitzer at (262) 241-5420 or email fun@ferrantes.com to get more
details.

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Blog Post

One may wonder why some of our menu items have special names. Here we call
vegetarian lasagna Zulli, a meat-lovers pizza is an Amys, and an Italian burger is a
JJs. These names represent the history of Ferrantes by honoring the Ferrante family
members of the past, present, and future. At Ferrantes one can see our family history
displayed on the walls as well as taste it in our food. While we have changed locations,
updated our menu numerous times, and grown as a company-we still dearly hold onto
our origins.

In 1920, Rosalie Grandma Ferrantes immigrant father, Tony Zulli, started
various businesses- including an ice cream parlor and a restaurant-both which were lost
during the Great Depression. He later started the Marine Veteran Ice Cream Factory,
where Rosalie started helping out with accounting and marketing.
In 1938 Rosalie married Alex (Grandpa) Ferrante, and they established the first
Ferrantes Restaurant in central Milwaukee. In the 50s they opened a pizza parlor in
Whitefish Bay, which was then sold in the 60s when they opened up Ferrantes Supper
Club in Germantown. In the early 70s the Supper Club was closed, and Rosalie
continued to work at Milwaukee restaurants where she continued to develop her soup
recipes.
While Grandma Ferrante continued to work in restaurants, Grandpa Ferrante
started a frozen pizza company out of their home. He would go door-to-door selling his
pizzas, and eventually gained a large enough following to again open a restaurant in
Grafton. The restaurant was successful and on November 11, 1977 their children Lisa
and Bob opened the current Ferrantes in Mequon.

Today, granddaughter Amy Ferrante-Gollwitzer continues on the Ferrantes
family business. While the Grafton location has now closed, the restaurant in Mequon is
thriving. In 2000, Amy created Ferrantes Signature Catering so that their family recipes
can be enjoyed outside of the restaurant. Ferrantes serves something for everyone, and
we like to think that Grandma and Grandpa Ferrante would be proud of the legacy that
they started.

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12

Time Log

Hours Spent
Task Worked On


3
Research on the Company


2
Emailing with Manager


3
News Release


3
Biography


3
Advertisement Script


1.5
Flier


1.5
Social Media Posts


2.5
Blog Post


3
Fact Sheet


4
Editing Final Work


Total hours: 26.5


Contact with Ferrantes started in early March and has continued over the semester.
They gave me mainly facts that I then used strategically for the portfolio pieces.

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