The Southern Co-operative

Client: The Southern Co-op

The Southern Co-operative is an independent regional business owned by its members. Established in Portsmouth (Hampshire) over 140 years ago, they now run more than 250 community food stores and funeral homes across eleven counties in southern England

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Case Study: Freshers Campaign – Welcome to Uni

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Date: September 2016, September 2017

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The Objective:

> Raise awareness of The Southern Co-op and encourage students / Freshers to shop at the Store

> Introduce the students to 10% NUS discount offered by the Co-op

> Encourage students to download one-off 20% discount coupon from a dedicated microsite

> Introduce and encourage the students to sample Co-op’s own baked products

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Mechanics:

> Provide Brand Ambassadors – 3 staff members per store – to hand out leaflets/coupons and approach the students in a warm and welcoming way to increase Coop’s exposure and to improve data capture for future reference.

> Direct potential customers to their local store to take advantage of the coupon

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How did we do?

> 11 day live days

> Handed out 1,000 samples of Co-op’s own bakes

> 4,500 F2F contact – leaflets and ‘Bags for Life’ handed out to each one of them

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GottaBe! Life:

> Promotional Staffing – Brand Ambassadors

> Face2Face Engagement

> Data Capture

> Logistics

> Promotional Merchandise

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Testimonial:

“Our first ever Freshers Fair was a huge success, and we were hugely helped by the GottaBe! team! The guidance and advice on the best approach for engaging with students was invaluable. Together we came up with a formula that the students seemed to really enjoy on the day and even better, resulted in visits to our stores in the city centre. The student market is of real value to us as a retailer and we’ll definitely be calling on GottaBe! to support us with the planning and delivery of our future student-focussed campaigns.”

Lucy Avison, Local Marketing Manager, The Southern Co-operative