Kristal Howard, Public Relations Manager, The Kroger Co.
During 2012-2013, Kristal Howard, public relations manager for The Kroger Co., secured more than 35 favorable media placements per quarter, surpassing a set goal of 25 per quarter. Her publicity work helped to drive sales and enhance the company’s brand. Howard co-piloted her division’s first social media program, incorporating a localized strategy that included integration into existing marketing/PR channels, increased consumer engagement, and implementation of traffic-driving promotions on social networks. Since its launch, the social media program audience grew by more than 250%.
The company honored Howard’s division with a “Best Social Media” award. Howard was then invited to participate in the Kroger Co. Social Media Core Team, a group charged with coordinating the company’s overall social media development. During the 2012 NFL Playoffs, to engage fans and customers on social, she developed and executed the Go Texans Playoff Ticket Sweepstakes on Facebook. The digital promotion increased the company’s fan count on Facebook by 3,200 people. She also maximized the partnership by coordinating and activating a store-level T-shirt promotion with vendor partner Coca-Cola, which drove soda package sales by 140%. Howard led planning, activation and creative development for the company’s participation in its first blogger conference—Bloggy Boot Camp—hosted in Dallas and attended by 160 regional bloggers who cover healthy living, shopping, parenting, ways to save, and more. Fast Company magazine ranked the conference as one of the year’s must-attend events.