Case Study of the Week: Rich Content for Weekly Emails

Feb 20, 2023

Food Marketing

You are to assume the role of director of marketing for Our Town Grocery, a grocery store chain with 350 locations. The senior vice president has asked you to determine content for weekly emails and how to obtain more customers’ email addresses. 

Our Town Grocery offers typical grocery store items to 350 communities. The stores also feature special services, such as pharmacies, curbside pick-up, grocery delivery, and in-store cafes. Our Town Grocery offers both national brands and its private label brand, Little Town. The private label brand has become a favorite among Our Town Grocery shoppers.  

Our Town Grocery has a database of email addresses from customers that have signed up for curbside delivery and grocery delivery service. Our Town Grocery pharmacy customers are also required to submit email addresses. The senior vice president wants to use the database of customer email addresses to begin distributing a weekly Our Town Grocery email.

The senior vice president wants the weekly email to include a link to Our Town Grocery’S weekly advertisement that showcases special sales and promotions. The senior vice president (judge) wants you to determine other content the weekly email should provide.  

Additionally, the senior vice president wants you to determine how Our Town Grocery can obtain more customers’ email addresses. 


Randi Bibiano
Competitive Events Specialist

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):

Information Management

Performance Indicators:

Assess information needs
Obtain needed information efficiently
Analyze the impact of technology on marketing
Explain the nature of effective communications