Integrated Marketing
Simply put, integrated marketing is the use of separate promotional channels - such as print, social media, email, radio, web/digital, stadium advertisements, etc. - put together as one cohesive campaign to promote a specific initiative. This requires a high degree of planning, coordination, creativity, and communication between the many parties involved.
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During my time at giant eagle I was asked to manage integrated campaigns involving our sports partners. My promotions are centered around trackable data to give a true ROI picture. I track each individual channel performance and dive into the advanced analytics within our loyalty card shopper data to tell the story of what happened. This gives a great look at how well our short term sales boost were impacted, and if we turned new customers into repeating customers, often the most aspect of a promotion.
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Spring 2018
Pittsburgh Pirates Curbside Express Sweepstakes
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Work with IT to secure a unique UPC/Promo code "pirates"
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Have analytics team track orders containing the UPC and compile advanced data on participating customers
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Have legal generate the official rules/conditions
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Work with Web Development to create landing page
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Generate creative filming concepts and direct in-store filming with Pirates staff and store management
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Direct creative design and copywriting for Giant Eagle and Pirates hosted communications (social media, email, web page ads)
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Pull winners and coordinate prize redemption
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Analyze the advanced data forms to determine promotion performance
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Results
Short Term - Sweepstakes End Date
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Total Entries via Online Order: 191
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Total Revenue Generated: $26,168
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Total First-Time Curbside Express Customers: 68
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New Customer Revenue: $5978
Long Term - 3 Months After Sweepstakes End Date
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48% Retention Rate: 33 of 68 first-time customers returned to the service after the sweepstakes ended.
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Average return Orders per new customer: 2.87
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Total revenue from newly acquired customers $19667 (329% increase of immediate sweepstakes end date)
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I was asked to promote our new online grocery pickup and delivery service, Curbside Express. I was told to use only assets that were included within our contract with the Pittsburgh Pirates, meaning no incremental spending.
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Please read full details of the sweepstakes below. In summary, using the same assets that were previously only used for brand awareness purposes, the promotion developed new returning customers from people who had never used Curbside Express before, with hard data to back it up.
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Traditionally Giant Eagle has used its' sports marketing assets for general brand awareness play. Using our contractual assets and Giant Eagle owned communications, I wanted to develop a campaign that did more than just boost name recognition. I wanted to develop tangible sales results, in addition to developing brand awareness, education, and affinity.
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To incentive Curbside Orders I was given permission to use our corporate Pirates VIP experiences as apart of a prize package for an order-based sweepstakes. Now that the idea was in place, it was time to execute on the concept and coordinate the following multiple moving pieces to build a solidified campaign:
