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Walmart | Boosting Back-to-School Buzz with Local Media Outreach

Challenge
Objectives
Solution
Results

Challenge

Walmart’s San Antonio stores sought to increase local media engagement and create storytelling opportunities that would drive consumer awareness and in-store foot traffic ahead of Texas’ tax-free weekend. The focus was on promoting Walmart as the top destination for affordable back-to-school essentials.

Objectives

Position Walmart’s San Antonio stores as the go-to retailer for budget-friendly school supplies and college essentials tailored to both families and college students, particularly those attending UTSA.
Maximize earned media coverage in the San Antonio market during the tax-free shopping weekend.

Solution

Pierpont Communication secured, coordinated, and facilitated on-site media interviews with Walmart store managers, local shoppers, and news reporters. B-roll of featured products, store displays, and customer interactions was produced to enhance storytelling opportunities to position Walmart’s San Antonio stores as the go-to for budget-friendly school and college essentials. To reach both families and UTSA students, we featured real shoppers and tailored content around K–12 needs and dorm essentials. Timed outreach around tax-free weekend drove live and pre-recorded coverage across top local outlets, maximizing earned media and in-store traffic during a key retail period.

Results

Walmart’s San Antonio stores secured over 10 media hits across 5 major media outlets, driving strong visibility and foot traffic during the tax-free weekend, solidifying its role as the top destination for affordable back-to-school shopping during a high-impact retail moment.

Media Hits 10

Major Media Outlets 5