Situation . . : :
Wal-Mart Stores, Inc., the world’s largest retailer, sets its sights on the headquarters market of one of its largest competitors -- Boise, Idaho. Opposition to Wal-Mart is portrayed by the region’s media as strong. Wal-Mart needs to persuade local officials that the communities in which the company seeks to operate would, in fact, support its entry into the market. Wal-Mart seeks the counsel and targeted action of the team at Scott Peyron & Associates, Inc.
Strategy . . : :
Scott Peyron and Associates, seeking to counter what it senses could be erroneous reporting of opposition to Wal-Mart, conducts a direct-mail survey of area consumers. Data show public sentiment is strongly in Wal-Mart’s favor. Information is confidentially provided to decision-makers who have Wal-Mart’s proposal under review, then made public.Strengthened by the data it gathered, the Scott Peyron & Associates team refines and executes an aggressive public relations campaign to demonstrate support for Wal-Mart’s presence as a provider of groceries and discount merchandise in its Supercenters store format. The campaign includes employee communications with Wal-Mart’s enthusiastic associates, public affairs, in-store public relations efforts, collateral development, targeted media relations and other tactics.
Outcome . . : :
Wal-Mart presents a credible proposal demonstrating significant consumer support for establishment of Wal-Mart Supercenters in the community. Scott Peyron & Associates taps into neighborhood groups who turn out in force to support Wal-Mart’s proposal.After a year of public hearings, design review and City Council consideration, local elected officials decisively approve the establishment of the first new Wal-Mart Supercenter in the targeted market.
A key member of the client team reports in writing that he has “never seen” the degree of commitment to a development project as the Boise team demonstrated. One city official says he couldn’t believe the intensity of support Wal-Mart was able to show among members of the community.
