PUBLIC RELATIONS CASE STUDY
GIANT FOOD STORES & MARTIN’S FOOD MARKETS
e3communications has been providing a wide range of public relations services for GIANT Food Stores and MARTIN’S Food Markets since 2005. Working closely with their marketing communications team, this has included strategic communications planning, media pitching, coordination of press events, publicity around charitable initiatives, media training and crisis communications.
The opening of a grocery store has a big impact on the local community and e3communications helped to develop the GIANT/MARTIN’S grand opening template that is implemented for all newly constructed and recently remodeled stores. It includes sustained media outreach from the announcement of the grand opening date until the store doors officially open for business. e3communications also manages a publicity program to promote GIANT/MARTIN’S commitment to healthy living, utilizing the grocer’s in-store nutritionists as subject matter experts to pitch media on timely nutrition topics and trending health stories while continuing to communicate key company messaging. In recent years, GIANT/MARTIN’S nutritionists garnered approximately 100 media hits annually.
From time to time, e3communications also assists GIANT/MARTIN’S on both issues and crisis management for sensitive company issues such as product recalls, store closings and many others. With an emphasis on Own Brand products and a focus on healthy eating and savings as key company initiatives, e3communications developed a blogger outreach program on behalf of GIANT/MARTIN’S. As a result, the blogger community has become a valuable and important vehicle to deliver key messages and highlight product launches and more promotional-based initiatives. e3communications currently maintains the relationships on behalf of GIANT/MARITN’S with “mom,” savings and food bloggers who reside in the geographic area in which the company operates with an overarching goal of showcasing a wide range of promotions, store offerings and product launches.
For example, e3communication developed a special blogger campaign to highlight how GIANT/MARTIN’S helps customers save time, save money and eat well during the 2015 holiday season. A total of 21 bloggers were targeted and the promotion generated 51 blog posts from mid-November through New Year’s and dozens of posts on Facebook and Twitter.
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