Grand Central Station
ground floor
Grand Central Station is a chain of convenience stores in N.E. Wisconsin that recognized the power of branding themselves above your typical “commodity-driven” gas stations. The goal was to create an over-arching and long-term brand promise for GCS as an innovative, neighborhood destination. GCS prides itself on community involvement and its unique offerings like fresh produce, gourmet coffee, quality beer and wine. The strategy was to get customers from pumps to the store to experience the brand and spend additional money.
BRAND ELEVATION
Through our brand immersion process, we discovered customers were not aware of Grand Central Station’s benefits beyond the typical C-store offerings. With a campaign of TV, radio, out-of-home, in-store signage, mobile marketing and social media, BR communicated the uniqueness of GCS while heightening brand awareness. The “Grand Giveaway” promotion was an additional vehicle to drive foot traffic inside the stores. We also introduced GCS to mobile marketing, with an SMS text campaign that sends weekly offers directly into the hands of a growing database of loyal GCS fans.
Grand Central Station saw the success of brand advertising with increased store traffic and sales, and grew its business from 17 to 21 stores in 3 years.
