BACKGROUND: Food Lion LLC launched the Bloom grocery store concept in 2004 to the Charlotte, NC market after years of intense research of a new and innovative way to meet consumers’ grocery expectations. In an effort to expand their footprint, the Bloom team approached Jackson Marketing Group to manage their first launch outside of Charlotte, in South Carolina.
CHALLENGE: Successfully launch the Bloom brand and new stores in South Carolina by increasing media coverage through proactive public relations efforts, and by developing community relations recommendations that allow Bloom to become an integral part of the local landscape.
SOLUTION: Jackson Marketing Group provided public relations support for the initial Bloom announcement and five grand opening events across the Upstate of South Carolina. JMG managed every aspect of the PR program including database creation, news release writing, photography and media contact. JMG also planned and supported execution of sneak preview events at each store for local community leaders and media prior to opening day. Finally, JMG provided community relations recommendations and contacts that helped local stores develop a community footprint.
RESULTS: At launch, the Bloom message reached over two million people with a media advertising equivalency rate of more than $100,000. Most important, the Bloom stores succeeded in the market, with initial sales exceeding plan. Jackson Marketing Group PR and community relations support for Bloom continues today, developing creative initiatives to increase positive media coverage across both Upstate SC and other Mid-Atlantic markets for these innovative grocery stores.