How Shaw's Markets Effectively to Moms

Salem, MA—October 2003—Shaw's tagline, "a little help along the way," is more than simply a marketing message. To demonstrate its dedication to its core group of New England shoppers, moms with newborns to kids age 5, Shaw's asked King Fish to create a campaign that would help embody its slogan and bring this community of consumers closer. To meet the challenge, King Fish developed the ducklings Private Media program, whose components are designed to assist and speak to Shaw's consumers in a voice uniquely their own.

 

"Shaw's knew that people could find great bargains in its store circulars, but the company was looking for a program that would offer even more valuable information and communicate directly with its core shoppers," says Cameron Brown, President of King Fish. "The heart of the program is ducklings magazine. The 36-page, perfect-bound quarterly is designed to celebrate moms. Our editorial is created by mothers, cooks, nutritionists, psychologists, physicians and others experts who understand the health, developmental and other issues faced by our readers. Coupled with a design featuring work by Ross Whitaker, among the country's best youth photographers, ducklings speaks to its audience in a sisterly tone, that tells them the editors have been where they're going and can help them along the way. In addition to the magazine, ducklings program members receive 24-page updates, containing information on nutrition, recipes and other subjects, every three to six months, which they can store in branded binders. ducklings is the epitome of an effective loyalty program, because Shaw's shoppers live and breathe its content."

 

"We are thrilled by the quality of ducklings as a whole," says Catherine Thomason, Shaw's ducklings' Program Manager. "It has met and exceeded our expectations not only in the quality of content but also through production value. King Fish has, through ducklings, established an excellent reputation at Shaw's with this first project."

 

About King Fish
King Fish develops unique, groundbreaking Private Media campaigns, allowing our clients to deliver fresh, targeted content to their customers through media designed to fit their specific communications needs. Our media solutions range from newsletters and four-color, advertising-based magazines to e-newsletters, website development, seminar development and much more.

 

Private Media is a unique method used to structure your communication strategies. It is a broad-ranging and customizable way to reach our client’s customers through, yet not limited to, relationship marketing, custom publishing and lead generation. These tactics make Private Media highly effective in reaching the ultimate goal of creating an affinity-based customer community for our clients.

 

The King Fish team has developed and launched communications programs for a diverse base of clients, spanning an array of industries. Visit www.kingfishmedia.com to view samples of electronic and print work done for ATG, Bank of America, Cendant, CMP, Conn-Selmer, 3COM, Maine Times, PC Connection, Shaw's, Veterans Business Network and others.

 

About Shaw's
Throughout the six New England states, there are 203 Shaw's and Star Market store locations serving more than four million customers each week and employing approximately 30,000 associates. During the most recently completed fiscal year, total company sales were $4.4 billion. Shaw's and Star Markets are wholly owned subsidiaries of Boise, Idaho-based Albertsons.

 

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