1. WEGMANS
451 INTERN MARKETING PROJECT

2. AGENDA
I. Agency Introduction
II. Situation Analysis
III. Marketing Plan
I. Public Relations
II. Social
III. Search
IV. Design
IV. Conclusion

3. I. AGENCY

4. MEET THE CIRCLE AGENCY
Our 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

5. II. SITUATION ANALYSIS

6. 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

7. COMPETITIVE ANALYSIS
High
Product
Variety
(groceries)
High Customer Experience:
Offerings Aside from Groceries
Low
Product
Variety
(groceries)
Low Customer Experience:
Only Groceries

8. • 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

9. • 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

10. • 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

11. • 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

12. TARGET CUSTOMER
Miss 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

13. 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.

14. THE
PROBLEM?
HOW TO GET BOSTONIANS AWARE
OF (AND TO LOVE) WEGMANS

15. OUR
SOLUTION
BRANDING OVERHAUL– FOCUSING ON THE
LUXURY EXPERIENCE OF WEGMANS
THAT CAN BE FOUND NOWHERE ELSE

16. III. MARKETING PLAN

17. A. PUBLIC
RELATIONS
PLEASE SEE HAND-OUT

18. LAUNCH PLAN
Phase 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

19. BOILERPLATE
Wegmans 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.

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

21. PRESS RELEASES
Phase 1 Purpose: Get to Know Wegmans
Wegmans to open Boston location in April 2014
Phase 2 Purpose: Creative Interactions with
Future Customers
Wegmans seeking opinions, asking future customers what
“luxury” grocery shopping means to them in preparation for
Boston store launch in April 2014

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

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

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

25. B. SOCIAL

26. MATCHBOOK
Voice:
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

27. 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

28. MATCHBOOK
Other 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

29. FACEBOOK: OVERVIEW

30. 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

31. FACEBOOK: SAMPLE POSTS
Example Posts:

32. TWITTER

33. TWITTER: SAMPLE TWEETS

34. BLOGS
SEO 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

35. BLOGS
*see handout

36. 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

37. D. SEARCH

38. 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+, an
d other mobile devices.
• Consider Bing as well

39. 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.

40. 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

41. 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.

42. IV. DESIGN

43. CREATIVE BRIEF
Background
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

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

45. PRESENTATION BRANDING

46. IV. CONCLUSION

47. • Make Money Mamas and Miss Independents aware:
• Word of mouth
• Loyalty
• Understand differentiation between Wegmans and
current grocers
Circle
Agency

48. THANK YOU.
ANY QUESTIONS?
Circle
Agency