Social Strategy, Community Management, Graphic Design, Content Marketing/Planning
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As the nation’s oldest family-owned drugstore chain, Bartell Drugs was loved by locals. However, with an ever-increasing number of transplants making their way to Seattle and well-known, nationwide chains moving in, Bartells needed a new strategy to maintain their position in the community and encourage new-to-Washington residents to shift their brand preference.
CROWN developed a foundational social strategy centered around Bartell Drugs’ mission—providing an exceptional experience that advances their Northwest neighbors’ health, happiness and wellbeing.
What We Did
Social media, when properly harnessed, is a powerful tool for community engagement and brand awareness. To tackle Bartell Drugs’ problem, CROWN began by forming unique topics around which the brand’s content should be centered. Next, we strategized and implemented a clear protocol for community interaction. This focused on guidelines for engagement, service level agreements (SLAs), predetermined responses, customer care, crisis management, and escalation.
The social media strategy was complemented with monthly editorial calendars, curated by the creative team at CROWN. We introduced a number of new practices to Bartell Drugs, including eye-catching motion elements, carousel ads, and instant experiences. With a little encouragement, Bartell Drugs began partnering with local brands on social media campaigns and giveaways, including an all-inclusive retreat to Costa Rica that built them a solid alliance with local TV stations.
CROWN exceeded expectations with content topics that leaned on local ideals—deeply rooted to ensure longevity and continued relevancy. After the initial trial phase, our efforts were proven fruitful as the topics were integrated into the brand’s evergreen content calendar.
Bartell Drugs’ top priority has always been centered around excellent customer service. Beginning with a 2-hour SLA, CROWN was able to decrease Bartell Drugs’ average social media response time for all incoming comments, messages, and tags to 35 minutes—ensuring every person interacting with the brand online felt the warm presence of their favorite neighborhood pharmacy.