Burger U wants to increase brand awareness and sales among University of Central Florida students through social media campaigns and on-campus events. The first strategy is a photo contest on Instagram asking students to take "Burger USelfies" for a chance to win gift cards. A second strategy is a housing competition called "Battle of the Buildings" where dorms earn points through Burger U activities. The third strategy establishes weekly Sunday events like cornhole tournaments to build customer loyalty.

1. MARKETING STRATEGY

2. Burger U emphasizes being unique, and we want to bring the
most creative, unique strategies to Burger U.
Ensuring that we efficient, effective, and realistic.

3. • UCF students in need of on campus
fun and activities.
• Youthful students between the
ages of 18-22
• Technologically savvy and actively
engaged in social media.
• Enjoys burgers and fries
Hunter Knight
20, UCF Student

4. • Goal: Increase Burger U brand
awareness on Instagram by 150% by
the end of Fall 2014
• Target Audience Profile: UCF
Instagram users
• Strategy Description: Empower
students to take and share their B(e)
U(nique) selfie. Eat a delicious
burger, get creative and share the
Burger U with a #BurgerUSelfie
• Timeframe: Competition lasts 2-3
weeks
• Estimated cost to execute: 2
Winners, each receive a $25 Burger
U gift card + $40 wages = $90 total
cost

5. • Goal: Increase top-of-mind
awareness and foot traffic by Spring
2015
• Target Audience Profile: UCF
students who live on campus
• Strategy Description: The Annual
Burger U Battle of the Buildings, 3
housing complexes “battle” it out by
participating in Burger U sponsored
events and eating food.
• Timeframe: Fall dedicated to
marketing, Spring the battle begins
• Estimated cost to execute: $305.36
promotional material + $3,735.00
shirts = $4,040.46 total cost
(Sponsors drop the price
significantly)

6. • Goal: Establish a tradition, increase
loyal customer base
• Target Audience Profile: UCF
students and alumni
• Strategy Description: Weekly
events; corn hole tournaments,
watch parties
• Timeframe: Every Sunday
• Estimated cost to execute: $75 flyers
+ $300 corn hole set = $375 total
cost

7. 63%
of students are
interested in
Burger U
Over 100 students
surveyed

8. 01
02
03
Social Sharing Drives Sales
With one IG post, we were able to
get 4 new customers and purchase food
Competition Excites
UCF students were excited by the
opportunity to earn rewards by
participating in on campus sporting events
Organic and WOM Win
Organic posting goes far at UCF and by
utilizing campus influencers and guerilla
marketing tactics you can yield high ROI