On the front lines with grocery store employees during the pandemic

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Press | November 16, 2020

On the front lines with grocery store employees during the pandemic

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Messaging

“‘The biggest change was how we communicated with our entire organization,’ said Tina Potthoff, senior vice president of communications for Hy-Vee. ‘We recognized the need to quickly and effectively communicate with employees during this crucial time to keep everyone informed.’

To that end, Hy-Vee has added a mobile internal communications platform called Retail Zipline to communicate directly to its 85,000 employees, so everyone can hear the same message.”

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What is a UTM and what does this form do?

A UTM is a set of parameters added to a link that tells Google Analytics how that visitor got to our site. And this form helps you make one!

Don't forget, whatever you fill in here will be seen by whoever you share the link with, so be sure not put anything in here that wouldn't necessarily be obvious or worse, could be insulting; ex. don't make the 'campaign' tier-3-prospects.

Please be sure to use all lower case, and dashes-instead-of-spaces.

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If there is a gated version (behind a form fill), you will be able to select the gated or ungated (direct to the content) link.

Most common Zipline sources are:

linkedin
salesloft
paid
sales
qr-code
newsletter

The 'Source' is where the traffic is coming from, or the referrer.

Most common Zipline medium are:

social
email
banner
sem
event

Medium describe 'how' the traffic is coming to the site. So for example, clicks from LinkedIn or Twitter are coming through social media, so we simply call it 'social'. Another example is for email newsletter or direct sales email, the medium would be 'email'.

Current campaigns include:

zipline360
retail-talent
nrf
abm
holiday-comms

The campaign is an internal description of whichever campaign the link is a part of. Are you promoting an event like NRF? use 'nrf'. Maybe it's part of a new marketing campaign, then use the name of that campaign!

Term is optional, but can be used if there is a keyword associated with where you're sharing the link. This parameter is generally used to identify the search term used to find a paid ad for example.

Content is a good parameter to use when you are sharing multiple links from the same source/medium. If you have the same link in two different LinkedIn posts, you could use 'content' to differentiate based on the thumbnail used, or time of day. For example, 'Content' could be 'wed-afternoon' and 'thurs-morning' to describe when it was posted, or 'platform-thumbnail' or 'man-holding-clipboard' to describe the image associated with the link.

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Here is some more related content:

Press | October 27, 2021