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In an increasingly digital world, we know that being skilled writers, communicators, and networkers is no longer enough. That’s why our Public Relations department has adapted (and continues to evolve) an analytical and data-based approach to track the impact of our work. Every public relations strategy we craft for our clients is results-driven, guided by Key Performance Indicators and executed in collaboration with our research, digital, media planning, and creative teams.
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The Hershey Company
2017 National Association of Convenience Stores (NACS) Trade Show
In the fall of 2017, PriceWeber collaborated with the corporate communications team at The Hershey Company to develop and execute a communications plan for the confectionery giant’s presence at the National Association of Convenience Stores (NACS) annual trade show – the largest show of its kind, reaching 23,500 buyers and sellers across the six core sales categories for convenience stores.
- Leverage Hershey’s portfolio of power brands and emerging snack brands.
- Emphasize the importance of Hershey’s shopper experience solutions.
- Communicate an understanding of retail and tech trends.
The communications plan needed to leverage Hershey’s owned media channels to communicate its core brand news and unique category insights, and to leverage top-tier vertical trade media to generate coverage that also communicated these tenets to the convenience retail market in order to position itself as the leader in confection and snacking in the convenience channel.
The strategy leveraged a corporate press release, media handouts/materials, corporate blogs, and social media to achieve the corporate communication’s teams objectives, dividing the plan into three phases: pre-show, during show, and post-show.
PriceWeber conducted exploratory interviews with category insights experts at The Hershey Company, examining Hershey-driven research and insights prior to these interviews and developing questions to guide the conversation. This process allowed us to both better understand Hershey’s unique position as a category leader AND to develop materials that balanced our subject matter expert’s tone of voice with Hershey’s corporate tone of voice.
While PriceWeber has collaborated with The Hershey Company in the past to develop and execute communications plans for the NACS Show, the 2017 show represents the most robust and corporately aligned communications plan to date.
PriceWeber created more than 22 unique pieces of coverage and collaborated with our creative team to develop the graphic and social assets to support their dissemination across all targeted communications channels. In total, our efforts generated more than 2.1M impressions across owned and earned media channels over the span of about 3 weeks time.
These communications materials set the stage and informed important sales representative/retailer conversations that took place on the NACS Show floor. And, because the confection channel is a crowded and competitive space, our media outreach and communications efforts were able to ensure that we maintained an equal share of voice with top competitors who were sharing their own news and information before and during the show.
Total LinkedIn & Twitter Posts
Earned Media Mentions
Online Earned Media Impressions
Print Earned Media Impressions
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