Dave Murphy-Current Rider University student pursuing B.A. in Marketing/ Advertising-Marketing Specialist for U.S. Army Chemical, Biological, Radiological and Nuclear School-Multimedia Specialist for U.S. Army Psychological Operations -Iraq -South Korea
ARAMARK only has … followers on Facebook Twitter etc
The big idea. Over 50% of college students today own smart phones. Nowadays apps are being created for everything and an app should be created for ARAMARK’s dinning services and amenities provided on campus. With the creation of the APP ARAMARK will be able to service Rider students at a level unlike ever before. Expain AppPromoteBuild awareness through radio, Print, tray posters.
Explain QR code ScannerPlace QR codes on mealsQR codes give instant nutritional information feedbackQR code reader aids in building meals
Order food from ApplicationPart of build a meal plan
*There are three meal plans for rider students who do not live on campus those meal plans cost 160 dollars, 310 dollars, & 535 dollars. Your cheapest plan of 160 dollars allows a student twenty meals averaging each meal out to around 8 dollars. This is a very good price considering what you have but commuters have cars and live off campus. So eight dollars needs to be compared to off campus establishments. At mcdonalds four dollars will get you a mcdouble, Mchicken, small soft drink, and a side salad. All which are foods that are consistent to which a commuter knows. Our idea is for ARAMARK to provide a one time discounted $50 dollar punch card. This card is an easy sell because it is a cheap investment for commuter students. Because of its low price this card will allow commuters to become familiar with dalys and realize the true value of the other meal plans. The hope is that they will enjoy Daly’s and purchase one of the three block plans.It is estimated that 30-40 percent of smartphone users have downloaded a QR code reader and the figure is expected to increase with time.
This is a table stand advertisements. The purpose of this advertisements is to raise awareness about ARAMARK social media and on where to find nutritional information. This product will be placed on dinning tables for customers to view as they eat their meals. Each side of the table stand accomplishes two different goals. One side explains to students where to find nutritional information, promotes the mobile application and includes a QR code sending students to the campus dish website. The other side informs students of ARAMARK’s social media presence and the deals they could be getting if they followed ARAMARK.It is estimated that 30-40 percent of smartphone users have downloaded a QR code reader and the figure is expected to increase with time.
Recently, I went to Vermont and visited a Middlebury college. While at a place on campus called “the Grill.” At first the place was quite empty but as time moved on it started to really fill up, eventually getting to the point where all the seats where filled. I didn’t know what was going on at first because I am not a student of this campus and have never been to this dinning place before but apparently this dinning facility was hosting their very own American idol. Students came to watch and perform. I think if Daly’s or Cranberrys held events such as this there would be more traffic in the dinning facility. People would love to eat and watch a show. Plus these types of events are fun and only stand to improve the morale on campus. Another idea is bringing in guests to talk during meals. If buying lunch would get me a meal and some sort of show I would be more inlined to pay and I think most people would too. Bring food outside during the spring summer days. Why not have an outside grill or something? It happens in the beginning of the year in the mall area for freshman why not continue that trend throughout the year?If some of these types of events happened we believe…
Use Social Media to promote Events and Specials.Post coupon Promotional Codes that can be used by Followers.
Transcript of "Aramark marketing plan (competition)"
Marketing Plan Presented by:Pat Bickham and Dave Murphy
Patrick Bickham• Marketing Advertising Double Major• Currently working at Taft&Partners Ad agency• 5+ year Army Veteran• 6+ years Marketing Advertising experience
David Murphy• Marketing Advertising Double Major• 5+ year Army Veteran• 6+ years Marketing Advertising experience
Review of Goals1. To increase awareness about the nutritional information in the food served.2. Increase awareness about green initiatives and sustainable actions.3. Effectively use social media to gain a following and to improve its service to customers.4. Increase traffic to the restaurants and services provided.5. Create a Bronc Buck Add on Campaign.6. Increase voluntary meal plans.7. Increase check averages.
Target AudienceARAMARK’s target Audience is Rider’s studentbody, which consists on college kids agedbetween 18 andolderand commuting collegestudents aged 18 and older.
SWOT AnalysisStrengths Opportunities• Variety of services and products •Increase promotion & awareness • Go mobile• Only dinning organization at Rider • Create more variety in meal plans• Consistent dinning option for those • Increase use of social media with a meal plan ThreatsWeaknesses •Students creating their own meals • Outside establishments• Minor social media footprint• Expensive in comparison to outside establishments• Lacking commuter business• Low traffic at campusdish.com
Marketing MixProductARAMARK is the sole provider of Riders restaurants, cafes and shops.Price Prices vary for different products and services.PlaceRider UniversityPromotionARAMARK has a website called campusdish which provides information about its meal plans and other services. They also are on Facebook and Twitter. ARAMARK also has retail promotions and events & contests at Daly’s.
Marketing Objectives1. To achieve 15 percent increase in voluntary meal plan from fall to spring2. Increase restaurant traffic by 25 percent by 20133. Increase awareness of events, promotions & meal plans4. Double traffic to campus dish website
Mobile ApplicationHome Menus by location QR Scanner for Nutritional Info Full meal info and Easy Ordering Goals Reached • Supports Green Initiative • Supports Acquisition of Social Media Followers • Supports Traffic of Campus Dish Nutrition Information • Bronc Buck Add on Campaign