Please enjoy this limited collection of worksamples that resulted from my time at SaveMart. An amazing team of marketing gurusbrought these campaigns to life. Thank youMarketing Team, I’m forever grateful foryour contribution. Kevin McCray Save Mart Supermarkets Former Executive Director of Marketing
SAVE MART COMMITS TO A FRESH APPROACHFresh Comes First Campaign Launch
FRESH COMES FIRSTNot just a new tagline, a benchmark establishing thecompany’s quality standards. Fresh Comes First would goon to serve as the company’s first fully integratedcampaign driving an identity that aligned with the values,lifestyle appeal and standards of today’s shopper.Clear Quality StandardsConsistent Art DirectionCredible, Genuine and Fact-based
FRESH APPROACH TOCUSTOMER SERVICE Have a recipe calling for an ingredient you can’t pronounce? The Wayfinders know how to say it and where to find it. Looking for a good wine to pair with that mystery flavor? The Wayfinders can suggest some. Introducing The Wayfinders – specially trained employees who are there just to help you, kind of like a hotel concierge. So look for them in store; they’re the ones with the red aprons and the welcoming smiles.
HEADLINE - 28-32pt Myriad Pro Semibold (Calibri Bold)Subhead - 28pt Myriad Pro Light (Calibri)• Bullets - 24pt Myriad Pro Light (Calibri)* Supporting Call-out - 20pt Myriad Pro Light (Calibri - 50% black)
A FRESH WAY TO GIVE BACKSave Our Pools Charitable Giving Campaign
SAVE OUR POOLSFirst Public/Private cause marketing partnership in company history.Most earned media in company historyDistrict sales liftIncrease in positive perception(results based on statistically significant quantitative research study)
POWER IN NUMBERS… Save Mart created a unique and remarkably effective approach to helping the City of Sacramento prevent the closure of their city- funded pools resulting from mandatory budget cuts. Save Mart partnered with city officials and used its resources (stores, media, $500,000 monetary donation, and CPG partners) to rally the public to donate. Save Mart and the City of Sacramento led an eight-week movement by encouraging the community and business partners to donate to keep pools open anchored by Save Mart’s promise to match every dollar raised up to $500,000.
Along with Save Mart’smatch of $500,000, thecampaign achieved the$1 million goal andempowered the City toapprove the openingSacramento pools for the2012 Summer.
PR COVERAGESave Our Pools achieved over $600,000 in earned media coverage.
Making a splash with City Officials and a local reporter to celebrate the achievement.
That’s all for now. Stay in touch. – Kevin McCray