As of Monday, February 15, 2 stores are officially open for business. Along with the written press release was a fantastic short video that I totally recommend watching! (Click on the link above to access the video clip). The catchy Latin music paired with informational interviews from corporate heads and clips from the exciting and vibrant Grand Opening party in Bayamon, PR makes for a very enjoyable 3 minutes -- not only will you learn about CVS in Puerto Rico, but it will definitely make you want to throw a fiesta! (And -- watch CVS/pharmacy president Larry Merlo's lapel closely... the expertly placed Puerto Rican flag pin is an oh-so-stylish public relations trick)
The company publicized the Grand Opening events in Puerto Rico creating a celebration atmosphere that drew in customers and potential employees alike. Not only was the event reason to party, but CVS also stayed true to its philanthropic roots and used the event to publicize its $10,000 to a local organization called el Instituto Psicopedagógico de Puerto Rico.
The statement released by CVS/Caremark was successful -- making news on the mainland. Articles about CVS's Puerto Rican expansion can be seen in newspapers from Rhode Island's Providence Business News (click to read the article) to a small blurb in California's San Francisco Examiner!
In my opinion, CVS did a phenomenal job in publicizing the grand opening events in Puerto Rico, but could have done a better job in spreading the news to American consumers. The company's ability to expand in tough economic times would only give customers more faith in the strength of the company.
The only media-based complaint I have goes back to my disappointment with CVS's use of new media. With a Facebook page, the fantastic video press release would have been more available to clients. With a more active Twitter account, the news of the Puerto Rican stores would have been spread more quickly. However, there is a solution I've discovered for people super-interested in breaking CVS news (like myself haha). The site offers the opportunity to become a member of the site and receive e-mail updates about certain aspects of the corporation. For me, nothing made me happier than the ability to get releases hot off the press sent directly to my e-mail. Well done, CVS! To join this VIP group of breaking CVS/pharmacy news recipients, simply go to http://info.cvscaremark.com/newsroom and click "Sign-Up" in the E-mail Alerts box (all the cool people are doing it...)
I'll keep searching for more fun CVS public relations updates and pass them on to you!
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