1. Digital Strategy
New Media Driver’s License
College of Communications Arts & Sciences
Presentation by: Alejandro Gonzalez

4. INTRODUCTION
Becoming more complex
Convenience Store Industry Increasing competition
Most c-stores rely on gas sales
Fuel prices continously rising
C-store shoppers must be
seduced into buying more non-
gas items

5. Millenials (gen Y)
Blacks & hispanics Adults with 1+ Children
Target
<$25,000
Individuals with
less than $25,000
annual income

6. 70
60
50
Average Weekly 40
$ Spent on Gas
30
20
10
0
1
2
3
4
5
Number of people in household

7. The c-store is well accepted by Millennials
and it should be relatively easy to build on
successes with these experimental, mobile
young consumers.
Respondents with household incomes less than
$25K are inclined to look to convenience stores
as providers of financial services as well as food
and other merchandise.
Blacks and Hispanics over-index in shopping
convenience stores, though the two groups
indicate different main reasons for shopping
these retailers.
Source: Mintel Oxygen Reports (2011, 2012)

8. Gas
Expected Increase
Results in Sales
Items
Increase
in Brand
Awareness

9. Google
AdWords
Twitter Tools & Tactics Blog
Mobile
Apps

10. % increase
in Sales
KPI’s
Online
customer Social
Google interaction Media
AdWords
Monitoring
built-in Tools
Blog
Activity