WEGMANS451 INTERN MARKETING PROJECT

AGENDAI. Agency IntroductionII. Situation AnalysisIII. Marketing Plan

I. Public RelationsII. SocialIII. SearchIV. Design

IV. Conclusion

Today’s Special:

A Look at Wegmans

I. AGENCY

MEET THE CIRCLE AGENCYOur Motto: The Circle Agency consist of dynamic team members that bring brands and product to life by making lasting impacts with the right audience using the right message at the right time.

Services:• Marketing communication • Creative: Conceptualization and Design • Social Media Marketing• Social Marketing• Public Relations • Media Planning • Event Management

II. SITUATION ANALYSIS

INDUSTRY OVERVIEW

Trends:• Customers use money-saving

strategies (coupons)• Mobile apps: comparison shopping• Private labels = brand loyalty• Shift towards shopping at mass

merchandisers, especially Millennial Generation

• The more focused grocers are more successful• Ex. 201Central, Good Cents,

Whole Foods

$543.7 billion industry

COMPETITIVE ANALYSIS

HighProduct Variety

(groceries)

High Customer Experience: Offerings Aside from Groceries

LowProduct Variety

(groceries)

Low Customer Experience: Only Groceries

• Strong brand & loyal shoppers due to excellent customer service

• Supply chain efficiency

• “Best in class” amongst other grocers

• High quality products

• Offers high end food products, imported, and organic

• Luxury shopping experience• Tavern, bar, sushi, pizza, seating

areas

Strengths

• Enormous size stores• Confuses customers– too many

products offered• High prices• Target segment: how to reach the right

customers• Privately owned

• Less capital to expand as a company

Weaknesses

• Expanding geographic reach• Wegman’s mobile app

• View shopping list offline• Preorder items• Scan items at store• Add “recipes”

• Opening more stores• Private label

• Products like organic vegetables, imitation crab, salad dressing etc. have been extremely successful

Opportunities

• Competition from 2 sides• High-end: Whole Foods• Price competitive: Wal-Mart

• Mass merchandisers• Economic recessions

• As high-end grocer, must remain competitive during recessions

Threats

TARGET CUSTOMERMiss Independents

• 22-35, female• Young professional• Single, independent• Career-driven• Information sources:

newspaper, blogs, social media, online

• Time Magazine• Business Week• NY Times• Boston Globe• Facebook, Twitter, etc.• Blogs: Corporette, The New

Professional, Mizhattan

Money Moms

• 35-50, female• Upper class• House wives• Family focused• Information sources:

television, magazines, newspapers

• Local News TV• O Magazine, Good Housekeeping

Magazine, etc.• Boston Globe• NY Times

POSITIONING STATEMENT

For the Miss Independents and Money Moms, Wegmans is a grocery store that delivers a luxury customer experience and high-end food products unlike other competitors.

THE PROBLEM?

HOW TO GET BOSTONIANS AWARE OF (AND TO LOVE) WEGMANS

OUR SOLUTION

BRANDING OVERHAUL– FOCUSING ON THELUXURY EXPERIENCE OF WEGMANS THAT CAN BE FOUND NOWHERE ELSE

III. MARKETING PLAN

A. PUBLIC RELATIONSPLEASE SEE HAND-OUT

LAUNCH PLANPhase I• Pre-Launch

Phase II• Launch

GOAL: Create buzz• Branded automobile

• Wegmans information posted on car

• Ask people to send pictures to social media if they spot the car for a chance to win 4 different Wegmans gift cards (50, 100, 200, 500)

• Cut-out boards• People place face in photo• Figure wearing Wegmans apron

and Wegmans chef outfit with cut-out heads

• Share pictures on Instagram for chance to win gift cards

GOAL: Spread Word of Mouth• Chefs make their signature dishes

using all ingredients found in the store

• Owner of Wegmans along with two other judges taste the finished dishes and choose the best

• Customers given a chance to sample dishes as well & vote for Fan Favorite

• Winning dish will be served at tavern for first month after opening

BOILERPLATEWegmans Food Markets, Inc. is a privately held, family owned supermarket chain with 81 stores in Massachusetts, New York, Pennsylvania, New Jersey, Virginia, and Maryland. Wegmans has been recognized for 16 consecutive years as FORTUNE Magazine’s “100 Best Companies to Work For.” Their consistent low prices, community outreach, and their employee benefits are what set Wegmans apart from their competitors.

FACT SHEET• About the Company• Locations• The Wegmans Difference• Commitment to the Community

PRESS RELEASESPhase 1 Purpose: Get to Know WegmansWegmans to open Boston location in April 2014

Phase 2 Purpose: Creative Interactions with Future CustomersWegmans seeking opinions, asking future customers what “luxury” grocery shopping means to them in preparation for Boston store launch in April 2014

MANAGEMENT BIOS• Daniel Wegman, CEO• Colleen Wegman, President

MEDIA LIST• Boston News Outlets• Greater Boston News Outlets• Boston Bloggers• National News Outlets• Online News Outlets• Local Television & Radio

SAMPLE PITCHES• Boston Globe• Boston Magazine• WHDH 7 News

B. SOCIAL

MATCHBOOKVoice:FOCUS: How to attract Miss Independents & Money Mamas

• Neutral – Not too feminine or masculine• Friendly –

• Fun, approachable and personable tone • Welcoming

• Authoritative without talking down –• Source of knowledge for food• Official branch of Wegmans stores, and always approachable

• Smart - Always spell words out and utilize proper grammar.• Engaging –

• Share interesting content, not just directly relating to Wegmans• Interact with fans by replying to inquiries

Main Focus: • Facebook & Twitter. *see handout

MATCHBOOK Content Categories (Facebook & Twitter):• General Wegmans News:

• Post about national Wegmans brand news, store updates and building progress.

• Recipes/Shopping Tips: • Post recipe ideas, shopping tips, and spotlight produce

and products. • Downtown Crossing/Surrounding Area:

• Post about Boston news, new store openings, and the history of Downtown Crossing/Boston.

• General Food/Grocery News: • Post about current food trends, nutrition information and

grocery stores in the news.*see handout

MATCHBOOKOther social media sites:• Presence on Foursquare, YouTube, Pinterest & Instagram.

Social Media Promotional Ideas:• Who’s excited about Wegmans?

• Have fans on Facebook submit videos, art work or other creative mediums to express their excitement. Winner receives a prize!

• Do you know your food? • Ask fans trivia questions and reward winners prizes & coupons.

• Speed Shopping Giveaway• Have fans enter online, and give them extra entries for “liking” the

Facebook page and posting about the contest on their personal Facebook page. A random winner will be rewarded everything they can put in a cart in 60 seconds on opening day.

*see handout

FACEBOOK: OVERVIEW

FACEBOOK: TACTICS Customized Tabs: • Opening Countdown

• Countdown widget that fans can download onto their Facebook page or personal website.

• Building Progress• 3D visual of building• Includes videos (time lapse)

• Sign up for Newsletter.• Allow fans the chance to sign

up for newsletter to receive updates.

Milestones:• Include Wegmans Brand

Milestones

Event for Grand Opening:• Create an event page to

amp up excitement

FACEBOOK: SAMPLE POSTS

Example Posts:

TWITTER

TWITTER: SAMPLE TWEETS

BLOGSSEO Keywords: Grocery:• Groceries

• Grocery stores

Wegmans:• Wegmans grocery store

• Wegmans food markets

• Wegmans.com

*see handout

Downtown Crossing:• Boston Downtown Crossing

• Boston down town

• Boston

BLOGS

*see handout

BLOGS: SAMPLE POSTS

Blog #3: Counting Down the Days!It’s almost here! Check out how we’re getting ready for Opening Day.

Blog #1: “Word on the Street: Who’s excited about Wegmans?”We’ve taken to the streets of Downtown Crossing to find out who’s excited about the opening of Wegmans!

Blog #2: Wegmans Official Store Layout Revealed!It’s finally here… check out the official layout of the store!

*see handout

D. SEARCH

INCREASING ONLINE PRESENCE AND VISIBILITY

Create a Wegmans listing on Google Places to show up across the web.

• Get found on Google search, Maps, Google+, and other mobile devices.

• Consider Bing as well

PPC STRATEGIES• Geo-targeted ads for Boston

area and other major locations.• Attract a more qualified

audience.• Keep advertising costs at a

minimum.• List business on Google

Local Business Ads• Street address will be

added to Google Maps results to increase relevancy.

SEARCH ENGINE OPTIMIZATION• Website Changes:

• Current URL for “contact us” • http://www.wegmans.com/webapp/wcs/stores/servlet/Cate

goryDisplay?categoryId=256608&storeId=10052&langId=-1&catalogId=10002

• Should be changed to something simple and easy for search engines to find:• http://www.wegmans.com/contact-us

• This applies for all other sections on site

SEARCH ENGINE OPTIMIZATION (CON’T.)Market and keyword research• Pages can be further optimized by placement of strategic

keywords.• Ex: In their “About Us” section.• Very little content.

• No Meta-description available for any of their pages.• A good meta-description can indicate to a searcher that a search

result is particularly relevant. • Lack of Headers.

• An effective header should communicate what the page is about.• Placing keywords in strategic places with the appropriate content

can optimize search results.• Be careful not to keyword stuff.

IV. DESIGN

CREATIVE BRIEFBackground Wegmans opening in Downtown Crossing; first Wegmans to open in Boston Goals• AWARENESS• Word of mouth• Make customers

loyal• Re-vamp brand

Target Audience Miss Independents and Money Mamas

THE MAIN IDEA Wegmans delivers a luxury experience to customers unlike any other grocer.

The Must Haves• Differentiate• Strong social media

Proof is in the Pudding• Wegmans tavern, bar,

restaurant• Wine selection• Sushi bar • Fresh pizza• Organic & imported food

selection

LOGOBEFORE

AFTER

• Keep inspiration behind original- modernize• Green: sustainability, fresh, organic• More inviting script• Modern take on images

PRESENTATION BRANDING

IV. CONCLUSION

• Make Money Mamas and Miss Independents aware:• Word of mouth• Loyalty• Understand differentiation between Wegmans and

current grocers

Circle Agency

THANK YOU.ANY QUESTIONS?

Circle Agency