Hy-Vee

Responsibilities:

• ​Developed and executed digital marketing strategy, various
  digital promotions and marketing campaigns.

• Created original content and copy for social media posts.

• Customer relations and engagement.

• Performed consumer research.

• Coordinated marketing plans with department managers to
  ensure increase in sales and awareness of promotions & specials.

• Brainstormed, planned, budgeted, marketed and executed
  ​store-wide and community events.

• Maintained and sought out community involvement opportunities and partnerships.

Overall Accomplishments:

• Increased the Brooklyn Park Hy-Vee Facebook page following by 343.37%, resulting in 18.8K followers.

• Increased the sales of 126 singular items by an average of 81.93% through Facebook content and promotions.

• Planned and executed 51 events.

• Hosted a Car Show with 100 registered cars, live bands, food tents, local police and fire dept appearances, dunk tank, bounce house and kid games; total donations from car registration fees & percent of food sales = $1,547.00 for Susan G. Komen; over 1,000 attendees.

Purpose: Increase sales on the slowest weekday in the Cocina Mexicana Department while maintaining adequate profit margins.
Action: Created a Buy One Burrito Bowl, Get One for $1.00 promotion that took place every Tuesday.
Results: On average, each Tuesday saw a ​51.10% increase in sales in comparison to the Tuesdays prior to the promotion while still maintaining sales on the other six days of the week.

Purpose: Increase sales in the Sushi Dept while maintaining adequate profit margins.
Action: Created a Buy One, Get One Free Promotion that took place every Wednesday. After 21 weeks, I changed the promotion to Buy One, Get One 1/2 Off every Monday, Wednesday, Friday.
Results: On average, each Wednesday during the BOGO Free promotion saw a 63.20% increase in sales in comparison to the Tuesdays prior to the promotion while still maintaining sales on the other six days of the week. On average, each MWF during the BOGO 1/2 Off promotion saw a 38.04% increase in sales in comparison to the MWF prior to the promotion while still maintaining sales on the other four days. Brooklyn Park Hy-Vee Sushi Dept. led the company in sales nearly every week.

Purpose: Sell a lot of a product that carries a high profit margin.
Action: Created content that I felt would catch the eye of the consumer and posted it to the Facebook Page.
​Results: Macaroni Salad saw a 330.91% increase in sales, Rainbow Rotini saw a 62.66% increase in sales, and Green Onion & Egg Potato Salad saw a 147.28% increase in sales.

**Results are based off the sales of the salads from the week prior which had the same prices and FuelSaver incentive.

Macaron Challenge!
Purpose: Bring awareness to Chef Tiffany’s macarons and increase sales.
Action: Host a ‘Macaron Challenge’ by opening Facebook up to customers to ‘Challenge the Chef’ by requesting crazy flavors for Tiffany’s next batch of Macarons.
Results: We got an enormous amount of requests and she picked her favorite - Macaron sales went up 81.65% on the customer recommended batch!

Facebook Giveaways:

• ​Bomb Pops: 839 reactions, 693 comments, 115 shares, sales increase 113.00%
  Action: National Bomb Pop Day Giveaway video

• Yeti + Minnesota Beer: 1.4K reactions, 1.3K comments, 144 shares

• Cabela's Gift Card: 1.1K reactions, 1.1K comments, 165 shares

• Valentine's Day Date Night In: 1.8K reactions, 1.8K comments, 268 shares

• Grill: 1.9K reactions, 1.9K comments, 287 shares

• Meat Bundle Giveaway: 1.8K reactions, 1.1K comments, 335 shares

• Mother's Day Floral Arrangement: 1.4K reactions, 1.2K comments, 208 shares

+ many others; averaged about 1 or 2 giveaways a month to retain followers and continue to spread brand awareness. I often times put together giveaways based on a holiday or ​season, i.e. Family Picnic Package for beginning of summer, Taco Basket for Cinco De Mayo, Corn Maze Tickets + Fall Favorites Basket for Autumn, etc.

1st Annual BP Hy-Vee Car Show
Brainstormed, planned, budgeted, marketed, and executed the 1st Annual Car Show presented by Brooklyn Park Hy-Vee and the Mark Callendar Home Team with Re/Max Results. The car show had 100 cars registered (all registration fees went to Susan G. Komen), live bands, food tents (percent of food sales went to Susan G. Komen), fire truck, dunk tank, bounce house, kids games, and more.
Overall, we had over 1,000 attendees and were able to donate $1,547.00 to Susan G. Komen.
​Facebook Statistics: 1.3K interested, 276 shares

"Loved the car show, bands and special events this weekend, thank you. Loved them all."
-Mavis S.

Vikings School Supplies Tailgate
Marketed, photographed, and managed the school supplies tailgate featuring Minnesota Viking player Captain Munnerlyn, Viktor, the SKOL line, and the Minnesota Vikings Cheerleaders. The football team from the local high school came out to volunteer by collecting the donated school supplies, serving food, overseeing the football toss game, etc., while the local high school band came out to play their football game routine throughout the event. After the event, I spoke to the fifth grade students at a local elementary school and delivered the donated school supplies.
Overall, we had ~300 attendees and we were able to donate ​3 large bins of school supplies to the local elementary school.

Superhero Scavenger Hunt Event
Brainstormed, planned, budgeted, marketed, and executed a Superhero Scavenger Hunt. I put on a large in-store event for families in the community every couple months to get people in the store and to create an atmosphere that makes the parents and kids want to bring their business to our store. I had employees stationed in costumes throughout the store, a scavenger hunt with superhero themed items in different departments of the store, a make-your-own superhero mask station, and pin the spider on Spiderman.
Overall, we had ~150 kids (+ their families) attend the event.

"We had a blast!!"
-Michele S.

Veteran's Day Breakfast
Marketed, decorated, and hosted the first Veteran's Day breakfast at the Brooklyn Park Hy-Vee. Partnered with the local elementary school to have their students create decorations and 'Thank You' cards for the veterans and bus their choir over to sing the Star Spangled Banner and the National Anthem (featured on the local news station). Breakfast food was served in buffet style by Hy-Vee employees and each attendee was given a carnation and asked to pin where they were stationed.
Overall, we had ~200 veterans (+ their spouses) and active duty military
​present for the event.

"I would just like to say "Bravo Zulu" to Hy-Vee for your Veteran's Day breakfast. My wife and I had a wonderful breakfast with other veterans this morning and enjoyed some great conversation. Thank you all for your support."
-Dave N.

Halloween Event
Brainstormed, planned, budgeted, marketed, photographed, and executed a Halloween Event. I put on a large in-store event for families in the community every couple months to get people in the store and to create an atmosphere that makes the parents and kids want to bring their business to our store. I made a ‘trick-or-treat trail’ with candy stations and activities throughout the store - paint a pumpkin, ‘freaky fruits’ display, cookie decorating, dietitian and allergen-friendly ‘make your own’ trail mix, face paint, and a coloring station. Each station had a stamp and once completed you could turn in your ‘trick-or-treat trail’ book to be entered into a drawing for a prize!
Overall, ~600 kids (+ their families) attended the event.

"My kids had fun while we were there. They were more excited seeing people wearing their awesome costumes.. Thanks for having this event.. My kids love all their treats...”
-Lee M.

Meet the Growers
Brainstormed, marketed, and executed a ‘Meet the Growers’ mini-farmer’s market to highlight all the local vendors that Brooklyn Park Hy-Vee receives their produce from. This allowed our customers to ask questions and learn more about the companies who grow the produce they eat. We were joined by Future Farm Grown, Tres Mentes Salsa, Urbanize Farm, Bushel Boy Farms, Scary Sheri’s Salsa, Grandma’s Gourmets, Salad Girl, Jimmy’s Salad Dressing and Dips, and St. Croix Produce.

“Thank you for a fun event!!!!”
-Stephanie S.
“Thank you so much for having us! We were so happy to be a part of the event! 😊”
-Tres Mentes Salsa

Read & Feed Program
Created and implemented a 9-week Read & Feed summer program at Brooklyn Park Hy-Vee to encourage education, as well as incorporate fun and self-sufficiency into "cooking." Fifteen kids were a part of the program and each week we read a children's story and made a treat/recipe based off of the story.

Countdown to Noon
Planned and hosted a kid-friendly New Years Eve party where we played bingo, had a photobooth, set goals for the new year, made a 2017 calendar, and had a balloon drop at 12PM. We had fourteen kids attend this event/class.

Make Your Own Sushi Class
Worked with Chef Jake to market his 'Make Your Own Sushi' class. Attendees were given the supplies and taught how to roll their own sushi (each got to bring home three rolls) while enjoying an adult beverage. The class was such a hit that our Facebook followers requested more classes be added!
Facebook Event: 240 Interested, 47 Shares

Additional Classes Marketed and/or Hosted:

• Paint a Present: Kids could come paint a flower pot for their mom for Mother's Day. Each kid also left with a bag of seeds to gift with their flower pot. There were two sessions and both hit capacity.

• Taste the Sunshine: Tasting and pairing cheeses made form Real California Milk with California Wines. (strictly marketed)

• Charcuterie, Cheese, and Wine: Learn the basics of charcuterie, cheese, and wine, and how to pain them together. Tasting 12 cheeses, 10 wines, and pairing with charcuterie meats. (strictly marketed)

• Holiday Wine & Cheese: Sample and learn about pairing and how to enhance your holiday hosting skills with beautiful cheese platters.

• Minnesota Beer vs. Wisconsin Cheese: Learn about Minnesota Beer and how to pair it with Wisconsin Cheese. Learn how to make a Beer Cheese Fondue and a Wisconsin Beer Cheese Soup. (strictly marketed)

• Kids in the Kitchen: Dietitian led classes where kids learned how to make different types of healthy snacks. (strictly marketed)

• Picture 1: Handed out Christmas Hams to every family at the Toy Shop through Salvation Army.

• Picture 2: Donated food to and volunteered at the Cops & Kids Fishing tournament; where underprivileged youth learn to fish and get to take home a fishing pole.

• Toys for Joys: Helped underprivileged families shop for Christmas with CEAP.

• CEAP: Sorted food at the food shelf.

• Ruff Start Rescue: Donated 1,073 lbs. of dog food to their rescue.

• Local Schools: Brought donuts to all Administrative professionals on Administrative Professionals day, as well as on National Donut Day.

• Tater Daze: Walked in the Brooklyn Park city parade and had a booth at the festival.

• Park Center Football: Partnered with them for the Minnesota Vikings School Supplies Tailgate and donated Gatorade to them for their game.

• Evergreen Elementary: Had their students make decorations for Veteran’s Day Breakfast and sing the National Anthem.

Mother’s Day Features
Purpose: Recognize the hardworking moms on Mother’s Day and create engagement .
Action: Featured different Mother/Child pairs that work together at the Brooklyn Park Hy-Vee.
Results: 435 reactions, 47 comments

Monkey on the Move
Purpose: To create a fun shopping experience for kids and make Hy-Vee a place they would look forward to coming to during the month of December.
Action: Created a spin on 'Elf on the Shelf' and got three Christmas sock monkeys (Brooke, Lynn, and Parker - get it? Brooklyn Park!) and hid them around the store.