Presentation I created for my Consumer Behavior class at Kennesaw State. Campaign was created and presented to a local coffee shop who was having trouble attracting students to their on-campus location.
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Consumer Behavior class presentation
PRESENTS WEEKEND IN ATHENS Simone Pawlukowsky
Overview The problems facing Jittery Joe’s Kennesaw State location Trip to Athens Campaign How campaign will address problems Target Market Channel of Communication Objectives Campaign Costs Closing Remarks
Location: ground level of the freshman dorms Lack of student traffic and purchasing of product Upperclassman and commuters are generally not in very close proximity to Jittery Joe’s Shop seemed empty and not very inviting/enticing Students do not have adequate information regarding the campus location Students have no reason to incorporate Jittery Joe’s into their daily destinations Current Problems … So how can we fix this?
Implementation Option #1 Punch Card Customers get a punch card. Each time a coffee purchase is made, the card gets punched. Most punches during designated contest time-period wins. Weekend In Athens Campaign
Implementation Option #2 Receipts Customer keeps all receipts for the given contest time-period. Receipts get turned in at designated end of contest. Most money spent at Jittery Joe’s wins. Weekend In Athens Campaign
Implementation Option #3 Raffle Tickets Every time a purchase is made, customer will receive one raffle ticket. The ticket can be filled out immediately with name and contact information, and placed into the raffle jar. Winner is drawn at the designated end of contest period. Weekend In Athens Campaign Name ______________________ Phone _____________________ Email _______________________
Contest lasts one full semester, from the official first day of class until the last day of finals All required items (i.e. receipts, punch cards, and/or raffle tickets) must be turned in to Jittery Joe’s no later than the last official day of finals, no exceptions Student has the following semester to utilize the Weekend in Athens prize Weekend In Athens Campaign Jittery Joe’s Kennesaw Location
Weekend In Athens Campaign Prize The winner of this contest will receive a Weekend in Athens trip package for two complete with*: Two night hotel accommodations for Friday and Saturday night Two concert tickets A $50 certificate for dinner for two *Dates will be decided upon by winning parties in collaboration with Jittery Joe’s owners. Concert tickets vary depending on the date chosen. Hotel is chosen by Jittery Joe’s owners.
Hilton Garden Inn Athens Downtown 390 East Washington Street Athens, GA, 30601 Located in the heart of historic downtown Athens Within walking distance to downtown restaurants, shops, and world renowned music scene The Hilton Garden Inn Athens has 185 guestrooms, 3 suites, and 8 floors Hotel Option
How campaign will address problem New reason to frequent Jittery Joe’s Kennesaw location Greater awareness of the Jittery Joe’s location Get Jittery Joe’s involved with student life on campus Attract new customers with the lure of a big prize Retain new customers The more you buy the greater chance at winning Stopping at Jittery Joe’s becomes routine Stick around for superior coffee
Target Market All students at Kennesaw State University including both Residents and Non-residents
Fliers Distributed on campus Distributed to all dorms Distributed on car windshields Facebook Promotion event “ KSU Jittery Joe’s” – Add as a friend Channel of Communication
Objectives of Fliers: Raise awareness of promotion and location. Techniques used in Fliers: Front: Warm colors Isolation on the front Contrast with background Back: Information quantity increase Inform students of the location The Fliers will be used for: Saturation Repetition Remind Fliers
Objectives of Facebook: Raise awareness of promotion and location. Facebook will be used to increase: Saturation and Remind –Through periodic messages
The Intended Goal Repetition! Saturation! Remind! Raise awareness of the campaign Create Buzz around contest Raise awareness of Jittery Joe’s Increase profits for Jittery Joe’s Objectives
Campaign Costs Costs: The Fliers: 9000 fliers: $148.50 (www.printplace.com) The Contest: Two nights at Hotel: Averages $100/night Concert: $50 Dinner: $50 Total: $448.50
Closing Remarks The Weekend in Athens Promotion: New reason to frequent Jittery Joe’s Kennesaw location Greater awareness of the Jittery Joe’s location Get Jittery Joe’s involved with student life on campus Retain new customers: The more you buy the greater chance at winning Making Jittery Joe’s part of a daily routine The success of the promotion: Not only participation but the rise in awareness