Trader Joe's

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By using owned and shared media, I created a plan for Trader Joe's to focus on reaching target audiences on shared platforms. Trader Joe's typically does not use paid media. Included is an Instagram post, and newsletter in the form of Trader Joe's Fearless Flyer. 

For Trader Joe's, I created a fact sheet describing the what, who, where and when of Trader Joe's as a company. The fact sheet includes the history of Trader Joe's and an analysis of the business through company culture and product creation. 

In this analysis, I create an audience persona for Trader Joe's target audience. I researched the key demographics and developed an individual with the traits desired by Trader Joe's. 

For Trader Joe's, I created a news release for the press detailing the new hire in the Chief Diversity and Inclusion position. The release introduces Salma Bashir and details her experience and qualifications. It is intended as a press release for the media. 

For this project, I presented Trader Joe's diversity and inclusion initiatives, the most notable being the Neighborhood Shares program. Trader Joe's is dedicated to making the space "safe, welcoming, inclusive, and respectful for all Crew Members and customers" and has created initiatives the past year to increase diversity in store leadership and products. 

For Trader Joe's, I crafted an email pitch to Nathaniel Meyersohn, a  retail industry reporter for CNN Business. I use newsjacking to connect Trader Joe's supply limitations and the nationwide delays due to COVID.

In this mock media briefing, I acted as the president of the board of directors for the Upstate New York Animal Rescue Association. The briefing focused on the accused embezzlement and neglect of animals from the previous executive director and included a variety of speakers. Below are talking points used to address the issue.