T&C Markets - Multimedia Advertising Campaign

A multimedia marketing campaign designed to increase brand awareness and drive site and in-store traffic. This campaign utilized a mix of digital and traditional marketing strategies to engage the target audience and maximize reach.

Content Strategist / Marketing & Visual Designer

12 Months

1. Improve audience engagement on social media
2. Increase website traffic and conversions
3. Strengthen brand identity and customer loyalty

Age Range: 25–65 years old
Income Level: Middle to upper-middle class
Lifestyle: Community-oriented, value-driven, and health-conscious
Shopping Habits: Prefers fresh, local, and high-quality products; values affordability and convenience; interested in rewards programs and seasonal promotions

✅ Branding & Visual Identity – Logo, color scheme, typography, and marketing assets
✅ Social Media Content – Graphics, ad creatives, and interactive posts
✅ Website & Digital Ads – Landing pages, display ads, and email marketing templates
✅ Print & Traditional Media – Flyers, posters, and billboards

Objective: Ensure high visibility of the brand new identity to local shoppers in high-traffic areas.

✅ Billboards:
- Place large, eye-catching billboards within a 5-mile radius of each store, near highways, busy intersections, and shopping centers.

✅ Print Ads in Key Locations:
- Advertise in local newspapers, community magazines, and transit ads (buses & ferries) to reach nearby residents.

Objective: Ensure the store is highly visible online, making it easy for potential customers to discover and learn about the rebrand.

✅ SEO Marketing:
- Optimize the store’s Google Business Profile with updated name, photos, and customer reviews.
- Target local SEO keywords such as “grocery store near me,” “[city] fresh grocery,” “best local supermarket,” and “affordable organic food.”
- Create social media content about the rebrand, store improvements, and special offers.

✅ Website Ads & Landing Page:
- Design a dedicated landing page highlighting the store’s name change, and new branding.
- Feature a store locator, promotions, and an email signup for exclusive deals.
- Run Google Display Ads targeting users searching for grocery-related terms in the area.

Objective: Drive foot traffic by using hyper-targeted ads with engaging content.

✅ Facebook & Instagram Ads:
- Target Audience: Local shoppers within a 10-mile radius, segmented by age, interests (cooking, meal planning, grocery deals), and behaviors (online shoppers, deal seekers).
- Ad Formats:
-- Carousel Ads: Show before/after images of the renovation, fresh produce, and top-selling products.
-- Video Ads: Highlight the store’s new look, improved experience, and special promotions.
-- Event Ads: Promote grand reopening events, in-store tastings, or discount days.
- Call to Action: "Visit Today & Enjoy Fresh Savings!" with a store address and directions.

✅ Organic Social Media & Community Engagement:
- Partner with local influencers and food bloggers to showcase the refreshed shopping experience.
- Run a giveaway contest (e.g., “Tag a friend for a chance to win a $50 grocery gift card!”).

- 30% sustained increase in weekly foot traffic over the next 3 months
- 60% increase in website traffic from organic searches
- 100,000+ impressions within the first month
- 400,000+ impressions from targeted local campaigns
- 10,000+ engagements (likes, comments, shares) on social media
- 2x social media following growth within 3 months
- Stronger community engagement with local influences collaborations and in-store promotions

✅ What Worked Well:
- High Engagement on Social Media Ads: The targeted Facebook and Instagram campaigns successfully drove engagement, with strong CTRs and community participation in contests and giveaways.
- SEO & Local Search Visibility: Optimizing Google Business Profile and local SEO efforts led to a noticeable increase in search rankings and foot traffic from online discovery.
- Billboard & Print Ad Impact: Placing ads in high-traffic locations effectively reinforced brand awareness, leading to increased store visits, especially among older demographics who rely on traditional media.

🚧 Challenges & Areas for Improvement:
- Ad Fatigue & Frequency Management: Some digital ads reached the same audience multiple times, requiring better ad rotation strategies to maintain engagement.
- Website Conversion Optimization: While website traffic increased, conversion rates for promotional sign-ups were lower than expected—suggesting a need for a more compelling call to action or incentives.
- Sustaining Momentum: Engagement and foot traffic saw a spike during launch but slightly declined in the following weeks, highlighting the need for ongoing promotions and loyalty programs.

🎯 Key Takeaways for Future Campaigns:
- Leverage Retargeting Ads: Implement more personalized remarketing strategies to convert ad viewers into returning customers.
- Enhance Community Engagement: Host monthly in-store events, collaborate with local vendors, and increase user-generated content to maintain engagement.
- Expand Digital Efforts: Experiment with influencer takeovers, TikTok content, and email marketing automation to keep the audience engaged beyond the initial launch.