Walmart

Fort Totten Grand Opening

Background

Walmart first entered the Washington, D.C. market in 2013 when two of its five planned Supercenters opened on the same December day. Walmart has committed to serve Washington, D.C. residents by creating jobs, expanding access to fresh, affordable groceries, and develop charitable partnerships in The District with nonprofit organizations working to improve the lives of local residents.Walmart’s third D.C. location opened on October 28, 2015 in the Fort Totten/Lamond Riggs neighborhood. The 118,000 square feet facility offers quality fresh produce, electronics, furniture, automotive, sporting goods, home improvement, apparel, toys and more from top brands at Walmart’s everyday low prices.

Strategy

Maroon PR was tasked with planning and executing the Fort Totten Grand Opening events as well as garnering local media attention for the expansion in the market. In the months and weeks leading up to the event, the Maroon PR team coordinated with vendors, elected officials, nonprofit partners and community members to secure equipment, speakers and program participants for the associate reception and official ribbon cutting ceremony. It was vital to both Walmart and Maroon PR that the events reflect the community in which the store is located and strategically featured local residents and elected officials.

In addition, Maroon PR worked with Mitchell Communications Group to customize press materials for the market and worked to secure media coverage of the event. Prior to the Grand Opening, Maroon PR conducted media training sessions with Store Manager, Paul Hill.

Results

Maroon PR executed a successful ribbon cutting event featuring the Mayor of Washington, D.C., Muriel Bowser, and the Councilmember of Ward 4 (where the store is located), Brandon Todd. Both Mayor Bowser and Councilmember Todd tweeted positively about the event and what benefits it will bring to the neighborhood.In addition to great social media buzz about the opening, Maroon PR secured media coverage from every major television station in the Washington, D.C. market, primary radio stations and newspapers. Coverage included ABC, NBC, CBS and Fox affiliates, NewsChannel 8, Telemundo’s local affiliate as well as WTOP-FM, WNEW-FM, The Washington Times and The Washington Post.

Photos

Media Placements