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Kinney Drugs |
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Objective: Increase the awareness of the Kinney Drugs’ brand and its commitment to the community. Introduce Kinney Drugs to new markets and facilitate new store profitability within three years. Minimize competitive impact.
Strategy: Develop and leverage key messages to build a stronger connection to local customers.
Results: Many PR initiatives are targeted to specific communities that Kinney Drugs is serving or entering. One example: Ithaca, New York. We reached out to the local media and the community. Initial press release on the sale agreement garnered coverage on WNYY-AM, WHCU-AM, WQNY-FM, Ithaca Journal, Post Standard, Central New York Business Journal, Ithaca Times as well as the chamber of commerce newsletter and Web site. A second press release on the final sale garnered additional coverage three weeks later in the Post Standard and resulted in three articles in the trade publication, Drug Store News.
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