Challenge

Despite a robust community presence, Whitehead Oil recognized the need to enhance its online marketing strategy. The marketing department struggled with managing social media and responding to customer reviews promptly. Additionally, they required a structured approach to collaborating with local nonprofits and brand stakeholders, while maintaining unique location-specific promotions.

“We didn’t know how to manage social media. It was a beast. The content being created wasn’t on-brand, as store managers did it themselves, and that’s not their job. We weren’t seeing customer comments as quickly as we needed, let alone respond in a timely manner. We wanted better communication with our customers,” noted Christian.

To tackle these challenges, Whitehead Oil implemented NACS THRIVR, a comprehensive digital marketing solution powered by SOCi. This platform offered a robust infrastructure for convenience stores to enhance their marketing efforts.

Centralized Social Media Management: NACS THRIVR provided a one-stop-shop platform for managing all social media content and interactions. Users could schedule posts, respond to comments, and ensure all content was on-brand and approved before posting.

SEO and Review Management: With Genius Reviews and Listings, Whitehead Oil could track and respond to customer reviews in real-time, bolstering their online reputation and enhancing customer satisfaction.

Analytics and Reporting: The platform's analytics capabilities enabled the company to monitor performance, track engagement metrics, and optimize marketing strategies based on data-driven insights.

Localized Marketing: NACS THRIVR facilitated localized posting and content approval processes, allowing Whitehead Oil to maintain a consistent brand voice while incorporating local photos and events for greater community engagement.

Community Programs: The platform also supported the creation and management of community-focused initiatives, such as incentivizing sales for nonprofits and participating in local events like an Elf on the Shelf campaign during the holidays.

Solution

Whitehead Oil’s partnership with NACS THRIVR revolutionized its digital marketing efforts, allowing the company to effectively manage its social media presence, engage with the community, and achieve substantial business growth. This collaboration underscores the importance of leveraging advanced marketing platforms for convenience stores to remain competitive in today's digital landscape.

Meet the Customer

Whitehead Oil operates a network of 40 family-owned U-Stop convenience stores and retail locations across Nebraska and Kansas. Many of these stores feature Jeannie’s Quick Serve Kitchen restaurants and partnerships with well-known brands like Phillips 66, Dairy Queen, and Godfather’s Pizza. With a small marketing department ran by owner and marketing director, Christian Whitehead, the team is committed to customer service and community involvement. Whitehead Oil plays a vital role in providing essential goods, especially during emergencies.

Meet the 

Visionary

Meet the Customer

Summary

Summary

Christian Whitehead

“We now have a way for stores to differentiate themselves in each location. Our teams can showcase their own local photos on social media with approvals to ensure everything is on-brand. We’re able to do fun, organic, localized posts without fear and create more meaningful engagement.

We’re responding to our reviews and comments and understand the needs of our customers better because of it. Our cohesive brand voice now has power, and all marketing for each store is moving in the same direction,” said Christian.

Results and Impact

Revenue Growth: Whitehead Oil experienced a 6% increase in revenue attributed to an enhanced digital presence and improved customer engagement.

Increased Map Impressions: Whitehead Oil saw a 71% increase in Google Map impressions

Increased Driving Directions: Whitehead Oil had a 9.3% increase in driving directions

Increased Follower Count: The company saw a significant growth in its social media following, bolstering their digital footprint.

Consistent Brand Voice: Aligned marketing efforts strengthened the brand voice and improved communication with their audience.

Enhanced Community Engagement: Localized, fun, and organic posts fostered greater engagement and a stronger connection to the community.

Positive Customer Feedback: Customers expressed appreciation for timely responses and the personalized approach to online interactions.