How a Rural Ohio Market Tripled its Sales in 9 Months-Without Paid Ads

Chip Gregory
3 days ago
3 min read

From Legacy Store to Local Legend—Reinvigorated by Strategic Marketing + Real-World Results

A Case Study by Lucerna Group | Client: Al’s Country Market

Al’s Country Market had been a beloved part of the Big Island Township community since 1985. A legacy brand built on friendliness, good food, and neighborhood trust, it served locals, campers, and commuters alike. But like many small rural businesses, Al’s took a hit after the pandemic. Foot traffic dropped. Word-of-mouth stopped working. The store’s charm remained—but sales didn’t.

After decades of quiet resilience, the beloved market began to fade into the background.

That’s when new ownership stepped in. With a vision to modernize without losing Al’s identity, they knew they couldn’t rely on tradition alone. Three months after purchasing the store, they brought in Lucerna Group to help reignite momentum—through smart branding, modern content, and a community-first marketing strategy.

While still respected, the store faced mounting issues:

Outdated equipment and aging coolers
An obsolete POS and inventory system
Structural wear-and-tear from years of use
Shrinking awareness from new and returning customers

People wanted to love Al’s—but the experience needed a revival.

Eighteen months ago, new owners purchased the market with big goals. They weren’t interested in just preserving a legacy—they wanted to turn Al’s into a powerhouse. Within just three months of taking ownership, they brought in Lucerna Group to lead the rebrand, repositioning, and all marketing efforts.

Before marketing began, the owners invested heavily in modernizing the store:

Installed a brand-new deli case to meet growing food demand
Purchased new coolers to improve product storage
Updated the kitchen to support faster food prep and better quality
Hired additional employees to handle increased foot traffic
Conducted general restorations and space improvements throughout the store

They knew that fixing infrastructure wouldn’t be enough without also rebuilding the store’s visibility, story, and connection to the community.

Subatomic Branding™ + Trilateral Marketing™ (Lucerna Group proprietary models)

We used a psychology-rooted approach to reframe Al’s identity and execute a community-first, behavior-driven marketing strategy.

Branding Focus:

Art: Bold photography, snackable video, and standout design
Story: Positioning Al’s as a comeback story and hyper-local favorite
Science: Strategic copywriting, psychological hooks, and visual storytelling rooted in behavior

(Al's Sponsored school sports programs, local entertainment, and community events)

Marketing Focus:

Digital Marketing: Irreverent, local-first content built for shares—not just views
Live Marketing: Sponsorships of local events and entertainment
Cause Marketing: Ongoing support of youth sports, community theater, Rogue Theatrics, and TripleForce Academy

No paid ads. No gimmicks. Just deeply integrated, culturally aware creative work.

The brand voice was reframed to be: