City Supermarket Inc. | The Social Wiz

CSI Supermarket Inc.

Social Media Management, Social Media Campaign Strategy, Ads Management, Community Management, Graphic Design

CSI Malls (City Supermarket, Inc.) is a retailer under the CSI Group of Companies based in Dagupan City, Pangasinan, Philippines. It is the largest retailer in Northern Luzon. CSI has 3 shopping malls and 18 branches and is a major contributor to the economic growth of Region 1.

My Role

Social Media Manager, Social Media Strategist,

Brand Management, Micro-Influencer Management,

Project Management, Customer Care and Community Engagement, Content Management

Background

After I graduated in 2019, I recently got hired as a Social Media Manager as part of their marketing team. I supported the team in idea generation and strategy implementation. I was responsible for managing a total of 5 major and 7 minor social media pages.

Some key achievements are listed below:

Implemented a successful strategy to solve a problem. I was able to experience first-hand the implementation of a process to solve a problem presented. Initial meetings with the Marketing department from all retail branches brought forward the problem of brand awareness and online reach. I was involved in the process of strategy formation by brainstorming through annual and monthly brainstorming meetings.
Ran online events, contests and giveaways. I was able to run online event related to holidays and mall events that generated community engagement and brand awareness.
Promoted Sale Campaigns. Throughout the journey, I have been tasked to promote sale campaigns and created effective social media advertisements to increase online sales and drive store foot traffic.
Established a collaborative team-working process. I was able to input my academic knowledge while also learning from the other members. Working within a collaborative, highly creative and innovative team was a truly amazing experience.
Developed trusting relationships with stakeholders. Throughout the experience I worked closely with the HR department. I showcased consistency and dependability and developed a professional and trusting relationship.

Goals

Increase brand awareness across the Northern Luzon market.
Continue to build a warm organic community while creating consistent engagement on social media posts.
Increase foot traffic, online sales and revenue to scale shopping mall branches.

Sample Postings

CSI Malls

CSI Department Store

CSI Best Home Furniture

Key Challenge

From my initial social media audit, I found out that the business' social presence has struggled with adapting to the latest trends and ways to connect with this current generation since the company was running for decades. As agreed with the whole marketing team, I focused my marketing efforts on rebuilding brand awareness and creating consistent presence among all of the company's major and minor social media presence.

Strategy

I tested different content pillars to see what's performing best. I focused on creating daily content promoting its holiday sales, events, and mall tenants and creating brand awareness campaigns through online contests and giveaways. I also utilized brand's UGC and brand-owned content.

Results

Gained over 1k to 1.5 monthly follower growth.
Developed 12 well-optimized business pages.
Increased online and store foot traffic through organic strategies
Increased brand awareness through online events.
Stepped up the game by utilizing stories, live streams and hosting online contests and giveaways.