Mid-Atlantic Convenience Stores Internal Communications
Based in Richmond, VA, Mid-Atlantic Convenience Stores (MACS) is a leading convenience store operator in Maryland and Virginia. With a network of approximately 300 company-owned and dealer locations, in addition to its wholesale fuel distribution network, MACS is one of the largest convenience store networks and fuel distributors in the region.
The Program
To help MACS introduce its new mission, vision and values to its internal audiences, JDPR crafted a ‘Store Manager Communication Kit’ that would provide training and reinforce core messages for employees in the field.
PR Objectives
  • To introduce the new mission, vision and values in a creative way that would make a lasting impression.
  • To simplify the mission, vision and values and demonstrate how they connect to store employees.
  • To provide training materials for store managers to help them feel prepared and equipped to train their support staff.
  • PR Tactics
  • Produced a branded training script booklet for store managers that covered each aspect of the mission, vision and values, explaining how each element differed.
  • Created mock scenarios store employees may encounter and demonstrated appropriate reactions in accordance with the company’s core values.
  • Produced an illustrated poster featuring the mission, vision and values to be prominently displayed in stores.
  • Produced mission, vision, values wallet-sized ‘pocket cards’ to be distributed to all employees.
  • PR Results
  • Store managers successfully used the materials to train employees on the company’s new focus and employee expectations.
  • The posters were so well received that executive management requested additional copies be produced so each employee at the company headquarters could have one for his or her office, keeping the MACS’ key messages in front of employees on a daily basis.