Marquette Food Co-op

Opportunity: In 2014, Marquette Food Co-op expanded, moving from a small corner store location in an old building to a modern building 10 times the size, in the heart of downtown Marquette. The Board and Management wanted to transform the entire shopping experience.

Research

In contemplating a meaningful campaign theme, Marketing Department Inc. engaged in employee listening sessions and used a recent membership survey to discover what excited people most about the new store offerings and location.

 

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The Campaign Message

As we collected and summarized the research, the campaign message platform became very obvious. Simply put — management, employees, members and the community love their new co-op so much, and the idea of “MORE CO-OP” is at the heart of their excitement.

Integrated Advertising Approach

We engaged the membership and featured them in the campaign with a mixed-media approach of TV, radio, print, social media, PR and in-store promotion.

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Results

The Marquette Co-op exceeded their grand opening and year-one sales and increased membership exceeding all projections

 

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