Frause developed a robust media relations plan that directly supported the goals of the grand opening. Frause implemented traditional media relations, new media relations, social media relations, grass-roots marketing, and digital advertising tactics to spread the word.
Frause helped attract more than 250 people from both Oregon and Washington to the event. Frause obtained media coverage in all of the local major daily news and business papers, and garnered a massive amount of blog and social media mentions. As a result of the large attendance numbers, sales for the day topped $25,000. From the local media coverage and engagement with community members, Agave was later asked to participate in a local fashion show and local resellers of the brand reported double-digit increases in sales of agave clothing. Ultimately, Frause helped regionally increase the brand awareness and sales of Agave Denim.