Quick Poll

Objective
Retain current customers of the purchased convenience store brand and entice new customers to move to the new Yesway Store.

Approach
Leverage our years of working with convenience stores to show current customers the advantages of the new Yesway store and attract new customers to increase traffic and volume.

Process
Creative Concepting & Message Strategy
Copywriting & Graphic Design
Audio Production
Website Design
Media Planning/Buying

Situation Overview

Yesway Convenience Stores are purchasing large and small chains of stores throughout the country and rebranding them with the Yesway brand. The new brand’s tagline “say yes to convenience” states that the new store will have advantages over the older brands. New products, technology upgrades and more fresh and prepared foods.

Challenge

As with most convenience stores with attached gas stations the challenge is always attracting customers into the store. With a new brand it was important to make sure gas customers were informed that their were many reasons to go inside including a rewards program that gave them discounts for store purchases.

Process

Recognizing that profit margins are optimized and brand loyalty is achieved when customers make purchases inside the store, we developed a marketing strategy to complement the planned grand openings and increase foot traffic. We established relationships with local radio stations and negotiated opportunities for remote broadcasts at select Yesway grand opening events. The objective was to engage the public and build hype for the new brand in real-time as customer experiences during the events were shared on the radio. The ensuing campaign we developed to promote these events also highlighted key brand benefits to further drive buyer behavior and brand loyalty.

Execution

To create awareness for Yesway and promote the grand opening events, we developed a multichannel campaign that included broadcast radio and live-read radio scripts, outdoor advertising including billboards as well as on-site banners and signage on gas pumps; digital display with a custom landing page introducing the brand and highlighting grand opening specials, social media content and print collateral including postcards and free standing inserts.

Summary

Yesway made a successful entrance into many markets including Iowa, Kansas, Texas and other Midwestern states. Stores sales have increased and new customers were attracted to the new brand while maintaining the old customer base. Yesway Stores have made significant gains in the convenience store business and have successfully introduced new products and technology In a few short years Yesway Stores have become one of the largest chains in the country and continues to expand to where today they have over 400 stores.