The Challenge:
Trader Joe’s needed a targeted multi-market media plan to increase store foot traffic, drive customer acquisition, and evaluate regional growth potential across distinct metropolitan markets.
Trader Joe’s needed a targeted multi-market media plan to increase store foot traffic, drive customer acquisition, and evaluate regional growth potential across distinct metropolitan markets.
Strategic Objective:
Develop localized, data-driven media plans for Orlando, FL, Portland, OR, and Denver, CO, while establishing a market viability framework to evaluate future store expansion opportunities in these regions.
Develop localized, data-driven media plans for Orlando, FL, Portland, OR, and Denver, CO, while establishing a market viability framework to evaluate future store expansion opportunities in these regions.
My Role:
Media Strategy, Regional Market Analysis, Channel Allocation, Budget Optimization, and Campaign Presentation Design.
Media Strategy, Regional Market Analysis, Channel Allocation, Budget Optimization, and Campaign Presentation Design.
Market Audit & Regional Insights:
Analyzed demographic variations, consumer lifestyle habits, and local media consumption patterns across Orlando, Portland, and Denver to tailor channel distribution.
Analyzed demographic variations, consumer lifestyle habits, and local media consumption patterns across Orlando, Portland, and Denver to tailor channel distribution.
Identified high-leverage local media channels (out-of-home, geo-targeted digital, and regional social platforms) to maximize local reach and conversion efficiency.
Execution & Strategic Framework:
Allocated channel mix based on local foot-traffic dynamics and regional media costs.
Allocated channel mix based on local foot-traffic dynamics and regional media costs.
Formulated a key performance indicator (KPI) model to evaluate campaign ROI and inform potential store location expansion decisions.
