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GOODLETTSVILLE, Tenn. — As Dollar General Corp.’s vice president of public relations, Jennifer Moreau is acutely aware of the depth of storytelling opportunities at the Tennessee-based major retailer that ranked No. 108 on 2023’s Fortune 500 list and employs more than 170,000 individuals.
From employees’ career growth successes and customers’ requests to build stores to positive community impact across business and nonprofit sectors, Moreau and her team focus their efforts on demonstrating how Dollar General is Here For What Matters in more than 19,000 communities from coast to coast.
Moreau joined Dollar General in fall 2020 with more than 25 years of experience in public relations, corporate communications, crisis and reputation management and community engagement across retail, sports and media, having earned her bachelor’s degree in public relations at Westminster College in New Wilmington, Pa.
“The opportunity to join a growing and purpose-driven company and to share stories of the brand’s long history of serving local communities was a major draw to me,” Moreau recounted.
Jennifer Moreau
Given Dollar General’s recent growth trajectory, which includes opening an average of three new stores a day and extending its reach across a broader swath of rural America and into northern Mexico with Mi Super Dollar General, Moreau and her team strive to promote and protect the company’s reputation as it continues to evolve.
She’s proud that Dollar General’s expansion is often taking the brand into places where many other retailers either can’t or won’t locate a store.
“Our stores are often a lifeline for rural customers who might otherwise not have access to the affordability and convenience that a DG can provide,” said Moreau. “Our commitment to serve communities, keep our customer at the center of all we do and develop our employees truly differentiates Dollar General. I’m honored to lead efforts to broadly share our impact.”
Those efforts include the launch of the company’s inaugural corporate reputation campaign in 2021. Driving reputation from a storytelling perspective, the Here For What Matters campaign showcases the company’s people, places and profound impact across diverse channels and mediums.
“Dollar General’s story is an exceptional one, and the campaign amplifies so many meaningful ways that Dollar General positively impacts what matters to employees, customers and communities alike in a manner consistent with the company’s humble culture,” Moreau pointed out. “The campaign works to spotlight our teams in stores, distribution centers, private fleet and our Store Support Center who exemplify our mission of Serving Others while simultaneously educating audiences about our tangible work.”
One of Moreau’s favorite stories told through the campaign (thus far) sprung from western Pennsylvania, not far from her hometown of Pittsburgh to highlight “Hunger Heroes” working to address food insecurity in Dollar General communities.
“A store manager in New Castle, together with his wife, set up a food bank in his front yard at the onset of the COVID-19 pandemic to help feed neighbors, encouraging folks to take what they needed and leave what they could. The table outside our store manager’s home is now gone, but his efforts to help feed his neighbors and support his community continue, and it demonstrates how our employees’ personal and professional efforts are what matter to so many communities,” Moreau explained.
Beyond the campaign, Moreau and her team continue to promote and protect the company’s reputation through ongoing efforts including media relations, corporate and executive visibility, stakeholder engagement and issues management. It’s the powerful combination of the campaign together with the daily public relations that continue to raise awareness of Dollar General’s commitment to its employees, customers and communities.
As the Here For What Matters campaign launches its third year and everyday reputation efforts continue, she can positively reflect on her team’s work knowing that they are making a difference by sharing the stories of impact that Dollar General has had in the lives of so many.
