All under one roof – in store and in their marketing.
Opportunity:
Crosby’s convenience stores, a segment of The Reid Group, previously managed and facilitated its marketing with internal staff or a number of vendors. Print advertising, radio, store signage, billboards, public relations and more were all disjointed. The Group was also transitioning many stores in its holdings from K&K-branded stores to the Crosby’s name. With potential to be a leader in the convenience store arena around Western New York and northern Pennsylvania, Crosby’s stores needed to effectively and consistently relay its message of quality food and services and exceptional value.
JFG Solution:
JFG first met with Crosby’s management and visited several stores to get an idea of the current brand situation. JFG developed copy and a central tagline in print and radio that carried a consistent message of great food and convenience items, fuel and top-notch service at all locations. Offerings like the Corner Cafes and made-to-order food items have been consistently branded to ensure customer recognition. In addition, JFG developed a cohesive media buying and planning strategy that incorporated all of Crosby’s advertising objectives and segmented each into easy-to-manage cycles ensuring all of its near-50 stores were marketed properly and consistently throughout the year.
Results:
- JFG centrally handles all media buying, print placement and radio advertising in monthly cycles, providing consistent messaging throughout.
- Developed a public relations campaign that's deployed with each store opening.
- Produced billboards, in-store signage and other methods of branding consistent with Crosby's goals.
- Linked several Crosby's store locations with community events to further enhance awareness and local roots.
Testimonial:
"J. Fitzgerald Group was given the task of putting together a comprehensive strategic advertising plan encompassing our vast geographical market while working within the confines of our budget. Not only did they accomplish the task, they exceeded our expectations. The group is flexible enough to meet our changing demands and conscious of our numerous time restraints and deadlines. Moving our advertising to JFG has proven to be a sound decision."
Mark Goldberg, Director of Sales and Merchandising
Crosby’s Stores
