For many years, Winn-Dixie suffered a significant decline in sales and brand loyalty while its main competitor emerged as a leader in customer satisfaction and community awareness. In an effort to regain its declining market share, increase brand awareness and establish overall visibility in the South Florida Market, Bitner Goodman proposed that Winn-Dixie create an ongoing community outreach program with a strategic focus on deepening community ties and elevating Winn-Dixie’s corporate brand and store image within the South Florida market.
STRATEGY & ACTION
The Bitner Goodman team developed a community involvement program that included the implementation of a market analysis customized for each of Winn-Dixie’s 112 stores. Each plan identified key influencers, community and civic organizations, schools, churches, government officials, special events, etc. that would be vital to the success of each store’s outreach efforts. Bitner Goodman representatives provided Store Directors support and direction as they began to establish and cultivate relationships with key groups. In addition, Bitner Goodman devised event tool kits that each store could adapt to their community and unique store needs, such as… youth art nights, community appreciation events, Back to School nights, Hispanic Heritage celebrations, FCAT Math Nights, PTO cookouts, health fairs, tastings, special events, etc.
Bitner Goodman launched an intensive community outreach program that has seen increased success for the past several years. Program accomplishments include: