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    RaceTrac Hires E-mail Marketing and Social Media Agency

    BrightWave Marketing will help the c-store chain build stronger interactive relationships.

    ATLANTA -- RaceTrac Petroleum, which operates more than 525 convenience stores and gasoline stations in 12 southeastern states, selected BrightWave Marketing as its e-mail marketing and social media agency. The partnership is meant to enhance and manage the retailer's e-mail communications, and build stronger interactive relationships with its loyal customer base for its RaceTrac Insiders program.

    BrightWave Marketing is also taking on social media duties, including optimizing and managing Racetrac's Facebook marketing efforts and providing message monitoring on social networks such as Twitter. RaceTrac Insider signup can be found at the chain's Web site, www.racetrac.com. RaceTrac's Facebook page is www.facebook.com/racetrac.

    "We are excited to partner with BrightWave Marketing to take our e-mail program, RaceTrac Insider, to the next level," said Chris Passarell, director of marketing for RaceTrac Petroleum. "We understand the power of electronic communication and know BrightWave Marketing will deliver best-in-class components to our customer communication and interface for e-mail and social media."

    Brent Rosengren, BrightWave Marketing's senior director of client services, said: "We have already seen how delivering relevant and valuable information to RaceTrac customers can strengthen relationships and raise product and brand awareness, and we look forward to continuing to deliver value through our partnership with RaceTrac."

    Headquartered in Atlanta, RaceTrac operates locations under the RaceTrac and RaceWay brands. Its stores, all of which are company owned, feature 20-24 fueling positions and a 4,000-plus square-foot convenience store with more than 4,000 items available.

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