Meiser’s Fresh Grocery and Deli is a new grocery store looking to open up in the Lower Price Hill neighborhood of Cincinnati, Ohio. The store is run by a local non-profit organization, Your Store of the Queen City, that looks to help revitalize the neighborhood by empowering its current residents and providing the necessary ingredients to help foster growth in the community. The organization reached out to Your Team for Your Store (YTYS) in need of help with branding and promoting their grocery store in order to ensure an effective launch in June.
The process was split into two main parts: Research analysis and problem/solution. During the preliminary research phase, YTYS investigated the history of the neighborhood, organization background, as well as several other key situational factors. Analysis of this information allowed insight into which of these factors were most important for the new store to address in their first advertising campaign. It was determined that the biggest issue Meiser’s faced was articulating the benefits the store would provide beyond just groceries. As a common target for gentrification, the residents in Lower Price Hill are often wary of new establishments that have not proven to have the community in their best interest. Articulating that Meiser’s will be different and is looking to help the community on all fronts is, therefore, of utmost importance.
Once the problem was identified and articulated, YTYS created a solution that would emphasize the community aspects of Meiser’s Fresh Grocery and Deli. The campaign seeks to relay the message that Meiser’s was created for Lower Price Hill by the residents of Lower Price Hill. This non-profit grocery will be more than just a grocery store but a community space for others to gather, share recipes, and foster growth among their youth. This space will be welcoming to all and will truly embody the idea that ‘community does not stop at the door.’
On March 29, Ohio was issued a stay-at-home order as a result of the COVID-19 pandemic that forced many changes to the plans of both Your Store of the Queen City and the Meiser’s Fresh Grocery and Deli construction. While many of the state’s restrictions will likely be lifted by the time Meiser’s is now set to open in late August, medical professionals are predicting that things will not return to normal for at least another year. YTYS’s final solution aims to reach the Lower Price Hill residents in a way that is both effective in sharing Meiser’s message and flexible enough to work effectively regardless of circumstances they may face as they open. The final solution’s tactics such as door hangers and bus stop bench ads will embody the message of care for the community as it reaches out to consumers and meets them in places that are already a part of their daily routines. In this way, YTYS believes this campaign will be the most successful in achieving the goals presented to them by Your Store of The Queen City.
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