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Editor's Notes

1. Founded in 10 years ago in 1915 operates more than 2,200 locations across the United Sates, Canada, and the Caribbean. Safeway employs nearly over 250,000 employees in 3 different countries throughout North America. Safeway maintains a huge market share amassing more than $36.1 billion in revenue in 2013.
2. Safeway caters to many targets as they offer a wide variety of products such as grocery items (Food, produce, beverages, alcohol), pharmaceutical needs (OTC and BTC medicines, first-aid, health, etc.), and gasoline. However, the most desired would perhaps be young families that can carry on a tradition for generations even past maturation.
3. Upon signup with your email, clubcard, or phone number, consumers’ purchase history will be tracked and they will receive exclusive promotions via email. Through this Safeway will also recommend suggested products based on similarity. In addition, total spending will be calculated and once a certain quota has been met for spending a gift card will be emailed. Surveys will also implemented to the email lists and incentives will be given for filling them out and also forwarding them to their contacts.
4. Utilization of the Social media is crucial. The Facebook page in many ways, including information, customer service, and of course promotions. When a user likes the Safeway page a promotional coupon will be sent to their Facebook account that can be redeemed. Gourmet recipes and product information will be posted to the page as well. All consumers can also interact with each other through this medium as well. Customer service can operate efficiently from this platform as well. Facebook is a great way to incorporate content marketing and funnel all consumers into one interactive and informational medium. Twitter will be used in a very similar matter, product info, recipes etc. except there will also be famous and upbeat quotes and sayings will be tweeted as well. Retweet and hashtag competitions will also be incorporated. Instagram will utilize pictures of products, employees helping consumers, and inspirational quotesas well. Pinterest will follow similar concepts except a recipe contest will be held during seasonal times of the year for people looking to spice things up. Users will submit their recipes every month and will qualify for a sweepstakes or promotion. All forms of media will use the hashtag #JustForYou.
5. Online advertisements and SEO will play as a large factor. Advertisements will be placed throughout social media users’ newsfeeds on all platforms. In addition, ads wlil be placed on high traffic websites and websites that reflect Safeway’s parties such as the the foodnetwork.com, travelchannel.com, recipe websites, and health website such as WebMD (for pharmaceutical purposes). SEO will be used in major search engines and show when users search for gas, grocery items, pharmaceutical needs, and recipes.
6. The Safeway mobile application will be utilized as such. Upon signing into your account on the mobile application via email or clubcard information it will be prombt the user select their favorite local store and fill out a survey explaining such. The mobile application will offer store locator, exclusive MOBILE promotions (to be redeeemed at checkout!), recipe information, and mimic the Safeway website in the most accurate way possible, but at your fingertips. Also, it will feature an interactive interface in which consumers can access product information and comment on it.
7. Measurements and KPIs will be in effect on every platformCPC calculation. The number of visits, searches, signups, and purchases will all be tracked and from then on it can be determined if each platform is attracted enough web traffic. The same will go accounted for with the mobile application, email lists, and store website itself. The budgeting should be minimal except for the targeted ads, SEO, and online advertising as the rest is essentially free minus the promotions given out.
8. All interactive consumers will compete in a weekly recipe themed contest. The goal of this is to implement inbound marketing. The weekly winner can get their recipe posted and gift cards, coupons, and other promotions. Another division of Safeway that could be extended through content marketing would be the pharmaceutical division of the business. Safeway can have encourage all of their pharmacy members to sign up for particular pharmacy column that can keep them updated on product information and uses.
9. Safeway had net income of more than $3.5 billion and operating income of $635 million (both statistics of 2013). A large percent of this excess income can be put towards the marketing budget as, Safeway recently in 2015 Safeway launched a $100 million campaign focusing on store makeovers (2015). With these statistics in mind, it is believed that roughly $350 million dollars can be allocated towards the budget.