'My BI-LO' Kiosk Program
Working with the interactive team at Erwin Penland and BI-LO's Interactive Technologies group, I developed an in-store kiosk program consisting of over 400 kiosks of 4 different types for select BI-LO locations. I was responsible for developing custom kiosk stands, menu layouts, functionality, analytics, store training, content and promotions. I worked with the creative team at Erwin Penland to develop branding, in store signage and a targeted marketing campaign surrounding the roll-out in select stores.
Sweepstakes Event Highlight: SuperMom $2 Million Sweepstakes
In collaboration with O2 Ideas, our ad agency of record at the time, and WSP International, a a gaming, sweepstakes and marketing company, I was responsible for all aspects the largest sweepstakes event to date at BI-LO. My responsibilities included obtaining sponsorships of up to $60K per participating vendor, branding, creative development, game piece creation, securing $1 million in guranteed prizes, store training, product and prize allocation, marketing, PR, event execution and post-event analytics.
I launched the 8-week sweepstakes event with a 6-week Teammate Sweepstakes event to build excitement and momentum leading into the consumer facing event.
RSI (Retailer-Specific Insert) Program:
BI-LO Specific Coupon Book in the Sunday Paper
Partnering with Valassis and NewsAmerica, I created BI-LO's first Sunday insert coupon book program. I sold vendor participation through 'bundling' a years worth of events as a 'Series' ensuring longevity for the program. To showcase the value of participation, I created a product allocation model to provide an estimate on sales lift and offered a 'Price Feature Plus' opportunity featuring the added value of BONUSCARD pricing in store alongside the manufacturer or store coupon discount for featured items.
I was responsible for selling particpation in each issue to vendors and merchandising teams, creative development with vendors and our internal advertising department, product allocations, coupon lab testing, marketing for the events and post-event analytics.
The series consisted of 4-5 seasonally-timed issues per year ranging from 8-15 pages each. The circulation per issue was 1.5 - 2 million. The RSI Series strategy was a profitable success even after securing free pages for corporate brands and BI-LO brand messaging in each issue.
Additional Interactive Projects:
- Microsites
- Mobile Site development
- App Development
- Branding for in-store PIN Pads and Self Check-outs
- Blogging
- Viral Marketing efforts with targeted regional bloggers
- Video Marketing
- SEO/SEM
- RSS Feeds
- CMS (Content Managment Systems)
- CRM (Customer Retention Managment)
