Driving Success: SCG’s Role in Walmart’s Brand Transformation
How SCG Enhanced Walmart’s Reputation and Expanded Its Footprint in New Jersey Through Strategic Media and Community Relations
Challenge
For more than 15 years, SCG has represented Walmart Stores, Inc., the world’s largest retailer and a FORTUNE 1 company. Our charge, working with a sizeable team of communication professionals worldwide, is to help enhance the company’s reputation and repair/enhance the brand, creating an environment in which the company can thrive. For more than a decade, the company has been the target of ongoing attacks by the outrage industry and has faced numerous threats against its facilities and people. The campaign of which SCG has long been a part likely represents one of the largest reputation management/ brand repair and reputation re-launch programs ever undertaken.
Solution
Specifically, our charge in New Jersey (and, more recently, in New York State) is to drive overall media and community relations; develop social media content (including video); support grand openings; launch new programs, services and stores; coordinate special events; conduct media training; manage crisis communication in tandem with the broader communication team; and support of store managers and other potential spokespersons.
Results
During our tenure, Walmart’s footprint in New Jersey has more than doubled and New Jersey stores are among the highest performing in the world. Two New Jersey locations are designated “Media Stores” related to national media and Wall Street analyst opportunities, and we work directly with Walmart corporate headquarters to staff major media and/or analyst events.
By every measure, our efforts have been fruitful. Tracking surveys show improved reputation and brand awareness, media audits demonstrate more positive coverage, store growth continues, and sales are strong.
