Laura Dickey Dashboard

Project Goals

Project Goals
COUPONS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
TRADE ACCOUNT SPECIFIC COUPON REDEMPTION + i18 0

Reach a combined account specific redemption rate (shopper SPAS and/or trade) of 18% by end of year

COUPONS SHORT TERM SALES - TARGETED VS NON TARGETED + i50

Deploy a year round shopper and trade coupon campaign to support our seasonal, shopper power account, and loyalty offers targeting a departmental 50% ratio in targeted coupons.

Project Goals
EDUCATION
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
EDUCATION CREATIVE STRATEGY TEST + 0

Evaluate education creative strategy and test messaging hierarchy and imagery  with a testing partner. Reach respective vendor benchmarks by Sept 30 2023. Benchmarks to be set once testing vendor is selected.

ALWAYS ON CAMPAIGN SALES LIFT + i2

Launch an in-store campaign to reinforce our Education messaging promoting savings offer targeting a minimum of 2.0% unit lefit benchmarket through Neptune. 

WALMART CHANNEL STRIPS +

Launch a branded in-store POS program featuring education messaging in Walmart.

WALMART OPD + i15

Launch an education omni channel program in Walmart focused on education through online pickup and delivery targeting a minimum 15% unit lift post event by 2/28/24.

WALMART NATIONAL DIRECT MAIL + i2

Target specific Walmart divisions aligned with Walmart Team to drive 2% redemption through a national direct campaign in partnership with Aisle/Neptune.

CATALINA PROGRAM-FOOD LION AND AHOLD + i3

Launch an in-store education campaign with a bounce-back offer reaching a combined 3% redemption. 

EDUCATION STRATEGY & ACTIVATION ASSESSMENT + i1

Re-evaluate Education Activation plan and budget to identify areas of opportunities to optimize and extend plan by December 30, 2023. Conduct a strategic assessment with actionable recommendations and share updates by Planning. 

EQUITY INDEX - NON HISPANIC FY 24 + i3

Drive a result above the 5 year avg score of 3.39 among Non Hispanics by end of FY 24.

EQUITY INDEX - HM FY 24 + i4

Maintain Hispanic score of 3.89 by FY 24 End (Excluding English Preferred).

Project Goals
MERCHANDISING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
PORTABLES - PERMANENT + 2,145 22 1,617 5,095 6,600 6,600 6,600 6,600 6,600 6,600 i1,400 0

Develop a portable merchandising plan and achieve a sell-in of 67.4k EQ equivalized portables in addition to our seasonal bin displays.

FOOTBALL PARTNERSHIP - MIAMI +

Develop and deploy a Miami marketwide program for OND leveraging partnership with Miami Dolphins in a minimum of 1 Tier 1 account and 1 Tier 2 accounts.

Project Goals
H&W
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
SUSAN G KOMEN - NATIONAL + i41,740 0

Develop a national Susan G Komen program to reinforce the H&W strategic pillar with a sell in of 44,7k EQ bins (inclusive of Food Lion)

H&W ACTIVATION ASSESSMENT + i1

Conduct a strategic assessment of all H&W activations (inclusive of SPAs and Seasonal programs related to H&W) with actionable recommendations by Planning. 

H&W EQUITY INDEX-NON HISPANIC + i30

Maintain the healthy/nutritious recall at 30% among GM on the FY 24 Spring Brand Tracker

H&W EQUITY INDEX-HISPANIC + i25

Increase the healthy/nutrtitious recall from 23% to 25% among HM on the FY 24 Spring Brand Tracker

Project Goals
CORE USES
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
HEB - CORE USE - AVO WORTHY - CFP + i10 0

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 10% unit increase vs prior year in support of CFP. Results dependent on information provided by HEB. 

HEB - CORE USE - AVO WORTHY - SPRING + i5

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 5% unit increase vs prior year during Spring. Results dependent on information provided by HEB. 

Project Goals
BASE BUSINESS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
JOINT BUSINESS PLANNING + i1 0

Deploy and test (1) joint busines plan with a top tier account

SPECIAL SUMMER RETAIL TRADE PLAN - MAY - AUGUST 2024 +

Develop a May 2024  - August 2024 market and retail specific summer plan and approach based on market conditions by December 30th, 2023. Plan should coninue to protect  share in Kroger, AHOLD, SEG, COSTCO, PRICE CHOPPER AND ALBERTSONS.

SHOPPER & TRADE NEW INNOVATION IDEAS +

Present a proposal during planning identifying never been done before ideas and/or technologies for Shopper and Trade.  Preliminary ideas to be presented in Planning Phase 1 with final ideas presented in Planning Phase 2.  A total of 2 never been done before ideas from each area need to be incorporated into the final plan for a total of 4.

WORKING VS NON WORKING DOLLARS + i80

Maintain an 80% working dollar spend in our overall Shoppper/Trade Marketing budget 

CORRECT BRANDING IN-STORE - GM AND HM + i100

Grow correct branding in store from 34% to 36% for GM and 45% to 47% for HM.  Objective to be weighted 50/50.

Project Goals
BAG & BULK STRATEGY FY24
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
COSTCO EDUCATION MESSAGING + 0

In partnership with Trade, update Costco TV videos with latest education messaging to develop bag business by December 2023.

TARGET THE CLUB CHANNEL- COSTCO (OND + POST SB) +

Deploy a minimum of 2 bag programs with TPR support. Achieve a 75% volume/unit lift for OND  and a 50% volume/unit  lift for POST SB vs YAG in all participating divisions. Results pending information from the account. Target lift can be updated pending projection from the account PRIOR to the implemenation of the program. Objective scored 50% for each wave. 

TARGET THE CLUB CHANNEL- COSTCO (CINCO + SUMMER) +

 Deploy a minimum of 2 bag programs with TPR support. Achieve a 50%  volume/unit lift vs YAG in all participating divisions for Cinco and Summer. Results pending information from the account. Target lift can be updated prior to the start of the program.

BHAG Goals