Alliance Retail Group represents 923 independent supermarkets as the largest independent self-negotiating group in the United States with $6.1 billion in retail volume. Alliance provides retailers with a business model to help them join marketing forces with similar businesses in order to access the lowest possible cost of goods while maintaining the independence needed to compete in their marketplace.
Responsible for creating social content, monitoring and responding to customer comments, reporting and analytics, social advertising, and implementing social strategy for 284 of Alliance's retail stores. Oversaw three social media coordinators who regularly managed each account. In total, these accounts have 2,191,089 impressions on an average week.
View an example of a client's Facebook page here.
Content Pillar 1: Weekly Ad Items
Insight: While most people know how to grocery shop, many find cooking or trying new recipes very daunting
Approach: Show how to incorporate weekly ad items (the products owners want to sell) into meals
Concept: Using recipe videos and eye-catching photographs, I wanted to show how weekly ad items could be used in everyone's kitchen
Execution: Oversaw execution for all social media content, created concepts with social media coordinators and reviewed all analytics and reporting
Content Pillar 2: Local Engagement
Insight: Independent supermarkets are often local, family owned businesses that have been engaging community members for many generations
Approach: Show how the store values not only the customers, but also their local communities
Concept: By posting about local events, products and businesses, I wanted content that proved that the supermarket was more than a place to buy food, but rather a focal point for the community
Execution: Oversaw execution for all social media content, created concepts with social media coordinators and reviewed all analytics and reporting
Content Pillar 3: Grocery Humor
Approach: Show the store's personality with social first food focused humor
Concept: Using GIFs and memes, I wanted to incorporate pop culture and humor into grocery shopping
Execution: Created concept and creative direction for humorous content
