Solution
In 2008, Tesco's Fresh & Easy Neighborhood Markets sought to give back to local schools while also increasing traffic inside their stores. Leader worked with Fresh & Easy to create the Shop for Schools program; where for every $20 spent at a Fresh & Easy during a three month period, $1 is donated back to registered neighborhood schools. Leader also helped to create a Shopping Night program for local schools already participating in the Shop for Schools program, where schools receive 5% of store sales during a certain amount of time, one day during the program. Shop for Schools was designed so the program would be scalable as Fresh & Easy increases its presence throughout the United States.
Service
Our team is responsible for the program management of Shop for Schools, serving as the liaison between the company and schools, managing the Shopping Nights, executing local public relations efforts and planning special events. We provide daily updates regarding new school registrations.
Success
The pilot program saw local schools raise $130,000 through Shop for Schools in the three states where Fresh & Easy is located, AZ, CA and NV, while the second year local schools raised more than $670,000. Meanwhile, Fresh & Easy saw a significant increase in its store traffic while the Shop for Schools program was running. In addition, Leader was able to secure a vast amount of local media coverage before, during and after the program's conclusion.