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Primary Public: The Ohio State Greek life population
Ohio State Greek life is an expansive network of unique and independent social and/or
academic student organizations encompassing approximately 5,300 undergraduates. Historically,
like-minded men join together to form fraternities, while like-minded women join together to
form sororities, however co-ed organizations exist as well such as business fraternities.
Currently, there are 36 social fraternities and 17 social sororities at OSU, several of which are in
possession of their own off-campus chapter house that provides lodging to members and serves
as a campus headquarters for the organization. Ohio State Greek life is comprised of students
from many different places that belong to many different demographics.
This is our primary public because we believe they have the potential to be the strongest
and most profitable university subculture that DareDevil Dogs could form a relationship with.
First, Greek organizations very regularly host large social gatherings that attract a multitude of
students with diverse academic and social backgrounds, including students that aren’t a part of
Greek life. In this way, DareDevil Dogs food and brand can be exposed to a wide variety of
students and in great numbers. Greek life organizations have fairly large budgets as compared to
other student organizations, making their events larger and more lucrative.
Secondary Public: Ohio State students living in on-campus housing
We have chosen Ohio State University students living in the on-campus residence halls
as its second target public to focus on the newer students who are less acclimated to living on a
college campus in Columbus. In the fall of 2016, Ohio State University jumpstarted a new policy
that made living in the on-campus residence halls mandatory for all freshman and sophomore
students, with the exception of commuters. With a the rise in students living on-campus, we
believe that focusing specifically on the freshmen and sophomores in residence halls is important
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to their campaign. As newer students living on-campus, freshmen and sophomores tend to be
more eager to take hold of their newfound independence and are still feeling the early excitement
of living away from home for their first time. It is common that these students do not have cars
since they are living in residence halls therefore they mainly rely on the COTA bus system and
walking as means of transportation. Restaurants and shops in close proximity to campus are at an
advantage because they often attract students living on-campus due to their accessibility.
Freshmen and sophomores are also typically still learning the Columbus area and the campus
surroundings, which means they may be more open to new restaurant choices or locations, as
long as they are closer to campus and do not require transportation via a car.
Freshmen and sophomores living on campus can be extremely helpful to the client,
DareDevil Dogs, because they may be more inclined to try new restaurants in the area and able
to supply the foot traffic DareDevil Dogs needs along with the correct corresponding tactics.
Tertiary Public: Ohio State campus media
Ohio State campus media is our final proposed public because they have large audiences
that are mostly students of the university. Since students are often turning to college media for
their news source, DareDevil Dogs can reach large audiences and be seen as a viable option.
Also, being mentioned in media is seen as more credible than advertising because the company
doesn’t control the message. Specifically, we have chosen The Lantern and 1870 Magazine as
DareDevil Dogs’ key media outlets in order to reach Ohio State students.
The Lantern is the voice of the students. As the official student-published newspaper of
the university, The Lantern strives to inform students on news happening around campus and the
surrounding area. Many students pick-up the free newspaper at hotspots, read articles online or
through their daily emails or in print around campus. Also, many follow their social media
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accounts that are updated multiple times a day with new content. Sections of the newspaper
include campus news, sports, arts and life, and opinion pieces. Businesses around campus can
also pay for advertisements to be placed throughout the newspaper or on their social media
accounts. Due to the influence and presence The Lantern has at the university, we believe
DareDevil Dogs can utilize the media outlet to create brand awareness among Ohio State
students.
1870 Magazine is the self-proclaimed “unofficial voice of The Ohio State University.”
The magazine serves as an entertainment magazine for Ohio State students and includes unique
stories on lifestyle, sports as well as art and entertainment. According to the 1870 Magazine’s
website, the publication engages over 40,000 readers each month. We propose DareDevil Dogs
establishes a relationship with 1870 Magazine in order to be featured in the publication. The
magazine could potentially write a feature story on DareDevil Dogs as a local business in the
Columbus food scene. This would help educate and foster brand awareness among readers.
Objectives
Public One: Ohio State Greek life community
1. To increase the action of Ohio State students in Greek Life, specifically to create a
relationship between sororities and fraternities and DareDevil Dogs (three social events
with the DareDevil Dogs food truck held by the end of fall semester 2017).
2. To increase the action of Ohio State students in Greek life engaging with DareDevil Dogs
on social media (get 25 Instagram posts from OSU Greek life spring semester 2017).
Public Two: Ohio State students living in on-campus housing
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3. To increase the action of students living on-campus, specifically to promote the delivery
service of DareDevil Dogs (100 orders delivered to on-campus housing locations by the
end of spring semester 2017).
4. To increase the action of Ohio State students who live on campus, engaging with
DareDevil Dogs on social media (get 20 Instagram posts from Ohio State students living
on campus spring semester 2017).
5. To increase the action of students living on-campus, specifically to promote the usage of
the DareDevil Dogs phone app (50 app downloads/account creations that use an Ohio
State email address by the end of spring semester 2017).
Public Three: Ohio State campus media
6. To increase the action of campus media covering DareDevil Dogs in a positive way (two
positive articles in campus media by end of spring semester 2017).
7. To increase the awareness of DareDevil Dogs as a news partner to campus media,
specifically to increase DareDevil Dogs’ stories being told from their perspective (three
hits from press releases by December 2017).
Primary ResearchPlan
General findings from survey on OSU Greek life and on-campus residents
One methodology we used for our primary research was a survey of two of our target
publics, Ohio State Greek life and Ohio State students living on campus. One of the most
concerning findings out of the 98 people who answered was that 47.25 percent of those had
never heard of DareDevil Dogs, of those 91.49 percent of those had not eaten there. This drove
our campaign in the direction of raising awareness of the brand as well as helping the client have
an initial first cuisine experience with their potential guests. After analyzing our research, we
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were confident that the client’s food can create a connection with people since no one had a
negative perception of the food.
Our survey also reinforced our tactic of bringing the DareDevil Dogs’ food truck to
block. According to our research, 76.6 percent of students attend a block event on football
gamedays. Greek life students specifically have an attendance rate of 90.41 percent, per our
findings. When asked how long they remain at block, majority of people said between three and
five hours. This makes it an appealing opportunity for DareDevil Dogs, being able to reach an
audience from 100 to 300 students, who, according to our survey, have a game-day food budget
of $10 to $20, on average. Another optimistic finding for our client was that hot dogs and
hamburgers were the second and third choices, behind pizza, of students’ game-day food
choices.
Building this initial connection at such a popular event could lead to other opportunities
at smaller functions within Greek life who seems very receptive to the idea of a food truck. Out
of the OSU Greek community we surveyed, 83.56 percent of people said they would like to have
a food truck at one of their organization’s events. Approximately 44 percent of Greeks said their
organization would be at least somewhat likely to host a food truck, while 27.4 percent stated
their organization was indifferent, meaning there is the opportunity to persuade the organization
in favor of the option. When explicitly asked how the students felt about a gourmet hot dog food
truck at an event, the response was mostly positive. The culmination of this research leads us to
believe that block is a good event to introduce Ohio State Greek life to DareDevil Dogs by
creating a fun atmosphere for both our client and their desired public.
When it comes to the OSU community members who live in residence halls, we felt there
would be more of a challenge for DareDevil Dogs. Seventy percent of those surveyed said that
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they did not frequently eat in the south campus area, where DareDevil Dogs is located. Another
indicator for our campaign, was that 75 percent of our sample said they prefer to go to a
restaurant when eating off campus versus delivery. Since 100 percent of those surveyed said they
eat at least one meal off campus a week, there is a lot of room for growth. Our campaign is
influenced by these findings to give reasons to OSU students to venture to the south campus area
to come into the restaurant.
General findings from fraternity social chair interviews
When analyzing the overall responses of the some of the bigger fraternities on campus
500 to 600 people attend their block on game days. All of the three fraternities interviewed have
block at their fraternity house, or annex. Also they all get food catered to them for certain
events. All three of the fraternities interviewed agreed that they would interested in having a
food truck at block. Mitchell from Kappa Sigma stated in an email message “personally I think a
food truck would be lit at block haha!” Two-thirds also said that they would be interestested in
having a food truck for one of their philanthropy events. When it comes to the budget for food at
social events it varies, especially between each fraternity. Some fraternities don’t spend that
much for food. This means that follow the bare minimum that IFC requires at block. Majority of
fraternities did agree that an philanthropy event team-up with DareDevil Dogs would be
awesome.
Media content analysis
Next, we conducted a media content analysis on specific media outlets at Ohio State.
First, we analyzed The Lantern’s content and reach. The publication is the official student-
published newspaper at Ohio State. They strive to provide students with information regarding
various issues/events occurring in and around campus. The media kit provided on their website
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states each issue has a circulation of 7,000. We also specifically looked at The Lantern’s reach
on their website, emails and social media accounts. According to their media kit, their website
receives 1,825,620 unique visitors per year and 4,128,582 page views per year. Additionally,
19,000 email subscribers receive the daily email edition of The Lantern. For social media, their
Facebook page has 8,895 likes; their Twitter has over 37,100 followers and their Instagram has
3,864 followers.
The other campus media outlet analyzed was 1870 Magazine. The magazine is read by
students on campus, but has no official affiliation to Ohio State. They offer a different approach
to providing students information on university events/issues. Articles tend to focus on the
lifestyle and culture of students at Ohio State. Their Facebook page has 4,182 likes; their Twitter
has 3,901 followers and their Instagram has 2,803 followers.
Both The Lantern and 1870 Magazine have a strong following at Ohio State. Thus, we
believe it would be in DareDevil Dogs’ best interest to establish connections with these campus
media outlets and utilize them for different story angles. We plan to further our research by
distributing another survey to Ohio State students. One aspect the survey will look into is the
influence campus media has on students. By taking this research one step further, it will solidify
the presence these media outlets have on campus.
Fusian case study
Our primary research also included a condensed case study of Fusian, a fast and casual
create-your-own sushi restaurant located in Columbus, Cincinnati and Dayton. Fusian was cited
by the client as a business inspiration and with a similar back story, we decided it would be
beneficial to analyze their communication practices.
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Fusian’s website emphasizes the simple, casual experience reflected in their store
locations. The business’s signature color scheme of vibrant green, black and white are used
throughout the entirety of the website’s easy-to-find linked webpages. Aside from sharing the
necessities such as store hours, the entire restaurant menu and locations, Fusian utilizes their
website to clearly spell out the history, personal beliefs and mission statement. The business
sticks to their key concepts of sustainability, simple ingredients and allowing customers to enjoy
a welcoming dining experience. It is clear that Fusian exemplifies a specific brand and aims to
create a holistic dining experience where sushi feels accessible and healthy.
Fusian strives to take their passion for excellent customer service a step further by
including a section of their website that highlights their employees. Relatable and interesting
interviews provide customers with a chance to meet the faces behind the business. Blog posts
about philanthropic engagement and collaborations with other local restaurants add transparency
to the Fusian brand.
Fusian’s social media accounts portray a very clean, professional and simple vibe. They
have professional quality photography and clever captions to attract users. While their Facebook,
Twitter and Instagram all feature the same photos with the same captions, they post the photo
directly to that platform. Meaning, they don’t just link to an Instagram post on Twitter and
Facebook. Their captions are also relevant to what is happening in the world and approach their
publics in a conversational style. Fusian doesn’t seem to be exclusive, rather inclusive with those
viewing their profiles.
Another thing they seem to do is not consistently post about the same thing. Sometimes
they talk about a menu item, sometimes it’s about their company and sometimes it’s just a fun
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photo with a humorous caption. The variety of posts keeps followers engaged and not
overwhelmed by the same type of content.
Campaign Strategies
We at Capital PR believe that authentic, proactive strategies are the necessary means to
garner strong relationships between DareDevil Dogs and the Ohio State community. Through
strategies that involve both action and communication, our campaign will strive to promote
awareness of the client, spark action in the publics and generate acceptance among the
community members.
Special Events
A special event strategy forms bonds between the client and the desired publics because
they allow community members to come together for a celebratory gathering. They are
strategically planned and encourage one of our key publics, the Greek life community to engage
with DareDevil Dogs. We are striving to create an event that not only promotes awareness of the
client to the Greek life community, but also is interactive and enjoyable for the public. The Ohio
State Greek life thrives on group events, such as Block, semi-formal dances and recruitment
gatherings. Our primary research survey findings indicate that a majority of sorority and
fraternity members attend Greek life events and would be interested in having a gourmet hot dog
food truck.
We feel that the client would be able to utilize not only the large student reach available
at the event, but also would be able to spark the initial connection between the brand and
different sororities or fraternities. We hope to also create a link between the Ohio State business
fraternities and DareDevil Dogs as well, since the client does include an Ohio State University
education background and has succeeded in business. Capital PR believes that the client could
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offer insight into the business world for students through informative special events. Our team is
currently striving to complete primary research to further prove the benefits and interest in this
proposed relationship.
Special events would also be beneficial for targeting another one of our key publics,
specifically students living in on-campus residence halls. While our primary research results
showed that the south campus area, where DareDevil Dogs is located, is not frequently visited,
we feel that creating special events that utilize both the restaurant location and the delivery
option would provide on-campus students with the initial motivation to try DareDevil Dogs and
get a feeling of the brand and experience that the client desires.
With both of the above target publics, our special event strategy would not only be a
simple staged activity that would spark awareness, but it would also create associated actions and
activities to further interest new potential customers and strong relationships.
Audience Engagement
Audience engagement strategies are extremely vital to our relationship-based campaign
that focuses on creating bonds with DareDevil Dogs and the Ohio State community. Tactics that
engross two of the firm’s publics, Ohio State Greek life and Ohio State students living in
residence halls will aim to initiate acceptance of DareDevil Dogs while encouraging them to visit
the client’s actual location. Delivery options will also play a major role within this strategy so
that customers from our desired publics feel that they have options in the ways that they
participate in the tactics. We desire to use to audience engagement strategy to create tactics that
are relatable to our publics, easy to understand and benefit the customers. We do not want to
generate only one-time customers, but rather longstanding links between customers in our target
publics and the client.
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Philanthropy
Our client expressed interested in partnering with organizations through philanthropic
efforts, therefore we at Capital PR believe that our target public of Ohio State Greek life would
be the best link to create for this strategy. The Greek life community works tirelessly to
contribute to a variety of charities and normally each fraternity and sorority has a specific
philanthropic focus, such as a particular cause of charity. A philanthropic strategy would not
only provide our client with community visibility and an enhanced reputation, but would also
provide a strong common ground between DareDevil Dogs and various sororities and
fraternities. This strategy would allow for the our target publics to perceive the client as a
positive member of society while also promoting acceptance and awareness of the DareDevil
Dogs brand.
Publicity
A publicity strategy focuses on communication and gaining public attention from news
media outlets. Since our other strategies include special events and interactive audience
experiences, we feel that garnering interest from our third public, local campus media, will serve
as the perfect opportunity. We can utilize them to not only raise awareness of the client and the
DareDevil Dogs brand. This will generate curiosity from our other publics, Greek life and Ohio
State students in residence halls, as well as new, untouched publics that we have not yet targeted.
Our media content analysis exemplified that diversified readership of campus media, such as The
Lantern and 1870 Magazine. Readership has expanded from just the physical printed media, to
now the corresponding websites and social media platforms. Campus media is accessible and
relatable to our other target publics and we at Capital PR believe that using publicity via these
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local resources would help bridge the client with its desired relationship with the Ohio State
community.
Message
DareDevil Dogs is a locally-sourced restaurant that aspires to give a one-of-a-kind
culinary experience to every member of the Columbus community. Since opening in 2014,
DareDevil Dogs strives to make their presence known in the Columbus food scene and the Ohio
State campus. We propose DareDevil Dogs forms strong bonds with the Ohio State community;
specifically, students involved in Greek life, students living in dorms, and campus media in order
to generate customer loyalty. By implementing positioning strategies, we want to establish
DareDevil Dogs as a staple eatery in the Ohio State student community. This will be
accomplished by spokespersons that are knowledgeable and passionate about the brand
communicating the mission of DareDevil Dogs.
Upon reviewing the survey results, it can be stated that Ohio State students are unaware
of or have yet to indulge in DareDevil Dogs’ cuisine. Therefore, we propose using spokespersons
to establish brand awareness and relationships among potential customers at the university. We
have chosen the owners, Bill Garland, Mike Gadd and Tomos Mughan, to be one group of
spokespersons. Since they are the masterminds behind DareDevil Dogs, we believe they are
experts at their craft. Also, this would allow potential customers to meet the faces behind
DareDevil Dog, similar to a tactic utilized by Fusian. The owners should convey that DareDevil
Dogs isn’t just a hot dog place, but a local restaurant with a lively atmosphere and a one-of-a-
kind cuisine. By sharing their story, students at Ohio State would become familiar with the brand
as well as the mission of DareDevil Dogs. We plan to enact DareDevil Dogs mission as an
locally-sourced restaurant with fresh high quality ingredients, by keeping our PR tactics fun,
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energetic, and exciting. These characteristics would allow our audience to get the ultimate food
experience by gaining knowledge of the brand, and providing a better understanding of the core
values of DareDevil Dogs.
Garland, Gadd, and Mughan all come from different backgrounds, and experience. We
plan to use these distinct features and the ethos appeal to promote their brand. Mughan is
responsible for DareDevil Dogs PR/Marketing, and knows the business inside and out. Due to
Gadd’s culinary expertise, we plan to use him to convey the unique dining experience to
potential customers. Garland runs the business operations, and processes for DareDevil Dogs.
Therefore, Garland usually runs the company from a day to day basis, and is the one generating
the profits at the store. We thinks the best way to utilize Garland would be for him to discuss the
day-to-day operations.
The other group of spokespersons we have chosen are the DareDevil Dogs brand
ambassadors. The spokespersons will be two student brand ambassadors at the university that
will be selected by the owners. Similar to the other group of spokespersons, the brand
ambassadors will be familiar with the mission of DareDevil Dogs; thus, they will be used to
produce awareness among Ohio State Students. We believe these spokespersons would be
appealing to Ohio State students because they are their peers and as a result they share similar
characteristics.
Tactics
DareDevil Dogs food truck at a fraternity block
The first tactic we propose is a personal involvement, specifically an audience-site
involvement event. For this event, DareDevil Dogs will take their food truck to block at an Ohio
State fraternity. According to our research, there will be more than 100 people at the event that
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lasts between three and five hours, depending on the organization selected. The client indicated
they desire to create lasting relationships with their guests, even through their food truck. In
order to accomplish this, we suggest they create a competition for those attending block to take
the most creative photo incorporating DareDevil Dogs at the event and use the hashtag
“DareToWin” incorporating the gameday aspect of the party. In order to win, the attendees must
follow our client’s Instagram account and tag them. After the event has concluded, DareDevil
Dogs can select the photo they deem to be the most creative and that person will win a $50 gift
card to the restaurant.
At the same event, DareDevil Dogs should offer a free side on their next visit to the store
to anyone who purchases food from the truck by putting the offer on the receipt—if anyone
brings their receipt to the store within the next month, they can redeem the offer. We also
recommend that DareDevil Dogs gives away branded bottle openers to anyone who purchases a
hot dog, side and drink. The bottle openers are fitting for the environment at block and since they
are on a key chain, recipients can clip it on their key ring and the brand interaction continues.
To promote this event, DareDevil Dogs should post on their social media accounts that
they will be having this event. However, contrary to what they have done recently on their
accounts, each platform should get it’s own post, meaning, don’t link to an Instagram post on
Twitter and Facebook. They should also make sure they are using their own photos to promote
this. That could include going to the fraternity house it is going to take place at and snapping a
photo of some of their food in front of it. They should also encourage the fraternity to advertise
the event to its members and friends outside of the organization.
Tomos partners with an Ohio State business fraternity
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Another tactic we propose for DareDevil Dogs is partnering with a business fraternity
through an information exchange. Tomos, a graduate of Ohio State, will speak to a business
fraternity about his entrepreneurial venture and what students should know about starting their
own business. He can also address how his experiences at Ohio State led him to start DareDevil
Dogs and what has helped him so far. All of the DareDevil Dogs owners can then host a special
event where they host members of the business fraternity at the restaurant to have a networking
dinner with them and to help educate the business students. Fraternities that DareDevil Dogs can
approach to partner with include Delta Sigma Pi, Alpha Kappa Psi and Pi Sigma Epsilon. They
are all co-ed business focused fraternities with active chapters at Ohio State.
BYOB contest
A third tactic to break into the Ohio State Greek life community is another special event.
DareDevil Dogs will host a contest between all Greek organizations during April 2017. The
specific event is titled Bring Your Own Big, BYOB for short. When a big and little come to the
restaurant and purchase a hot dog or hamburger, they will get a point. If the duo posts on
Instagram, tags and follows DareDevil Dogs, they get an extra point. Points are recorded on a
decorative scoreboard posted in the restaurant with sections for every organization. At the end of
the month, DareDevil Dogs will donate 20 percent of those sales to that organization’s
philanthropy. To keep track of the Greek life sales, DareDevil Dogs should mark the receipts and
keep them separate until the contest ends.
We recommend April because students are still in school, but the weather is generally
nice enough where students are willing to spend more time outside. To get the word out about
the event, DareDevil Dogs will participate in chapter walks. Chapter walks are where a few
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people walk to each organization during their chapter dinner, knock on the door and then speak
to the entire organization about their event.
Loyalty Program
An ongoing tactic we recommend, is for DareDevil Dogs to build a loyalty program. One
component of this program is to offer a customer a free meal after 10 deliveries to a fraternity or
sorority house. We also recommend that DareDevil Dogs extends their loyalty program to other
locations that target the second public of students living on campus. The other approved
locations include any on-campus academic building or residence hall. A 2014 study by Cameron
Graham, who analyzes how business actions impact their bottom line, customers are 82.4 percent
more likely to shop somewhere that offers a loyalty program. The study also revealed that people
prefer loyalty programs that are based in apps.
Since DareDevil Dogs delivery service is app based, we believe it will be very appealing
to customers and drive more users to the app. This loyalty program will increase repeat
customers and reinforce the individual’s relationship with the brand. After analyzing our primary
research and realizing it did not sufficiently answer if this would be appealing to our target
publics, we plan to conduct more research to see if our target publics are accurately described by
Graham’s study.
Spend finals week with DareDevil Dogs
Another tactic targeting the students living on OSU’s campus is an ongoing special event
during finals week. This ongoing event throughout the week will be a contest in which students
can come to DareDevil Dogs for a study break where students can not only have a change of
scenery, but have the chance to win prizes, such as branded water bottles and gift cards. Students
who order DareDevil Dogs during finals week can have the chance to win a $50 gift card by
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posting a picture of them with their food, tagging and following DareDevil Dogs on Instagram.
By having customers post on social media, DareDevil Dogs is receiving word-of-mouth
advertising to large groups of people, some of whom likely belong to one of their target publics.
Another part of the finals week special, is if you order more than $15 of food when you
come in, you’ll get a free water bottle. At the end of the week, DareDevil Dogs will choose the
most creative photo and that individual will win a $50 gift card. Before finals week starts,
DareDevil Dogs should promote their late hours and delivery service on their social media. Once
students know of them as a viable option of late night food, this event is more likely to have a
lot of participation.
Pitching to campus media
We would like to utilize campus media outlets as another tactic in our proposed
campaign. Specifically, we want to promote DareDevil Dogs by pitching story ideas to campus
media outlets such as The Lantern and 1870 Magazine. Possible story ideas include highlighting
Tomos Mughan as an Ohio State grad succeeding in business in the Columbus community,
coverage of block events or final week festivities as well as a piece informing guests of the
expanding menu. Ideas such as these will be pitched by sending reporters a press release
detailing the proposed story idea in advance.
Media Kit
For our next tactic, we propose DareDevil Dogs establishes a media kit by February 2017
to increase news media coverage. The media kit will include an overview of the company, their
mission, fact sheet, press releases, product descriptions, frequently asked questions and contact
information. It will also include stock photography and a video for journalists to use to promote
the brand. The video will showcase the one-of-a-kind dining experience DareDevil Dogs has to
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offer. This media kit will be sent to various media outlets in hopes of the outlet promoting
DareDevil Dogs in the future. Additionally, we would like to propose DareDevil Dogs include
the media kit on their website. As the company expands over time, the media kit should be
updated accordingly.
Evaluation
Public One: Ohio State Greek life community
Our proposed campaign objectives that align with Ohio State Greek life thrive on
increasing the action of this targeted public, not only through special event strategies, but also
with generated audience involvement. To evaluate the successfulness of these particular
objectives, we will focus on the numerical turnout of Greek life involvement. Specifically, we
will ask the client to simply keep track of the number events held by a sorority or fraternity that
includes DareDevil Dogs throughout the course of the 2017 academic year. The types of events
span from Block to philanthropic events and everything in between, therefore there is a lot of
variety and flexibility. The focus lies on the relationship being built between Ohio State Greek
life and DareDevil Dogs through the different events. Our second mechanism for evaluation for
the Greek life public is keep track of Instagram posts that are tagged with DareDevil Dogs or a
proposed campaign tactic hashtag. The successfulness of the campaign will then be partly
determined by the number of Instagram posts over the course of autumn semester 2017.
Public Two: Ohio State students living in on-campus housing
Our proposed objectives for Ohio State students living in on-campus housing follow a
similar suit as our objectives for Greek life. They are action-oriented and aim to generate a
strong and easy to decipher numerical turnout. One mechanism for determining the
successfulness will be simply to utilize the DareDevil Dogs app to keep track of the number of
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times a delivery is sent to a sorority or fraternity house address. Furthermore, we plan to also use
the app to keep record of the number of Ohio State email addresses used to create account. The
account information will be exported into a program, such as Excel, to easily organize the email
addresses and specifically group the Ohio State email addresses. The final evaluation mechanism
will be to track Instagram posts tagged with DareDevil Dogs or the proposed campaign hashtags.
Each of these three evaluation mechanisms will be implemented during the course of the 2017
spring semester.
Public Three: Ohio State campus media
Our proposed objectives for Ohio State campus media are straightforward and simple to
to calculate the success of. Through counting the number of positive articles mentioning
DareDevil Dogs as well as counting press release hits throughout the course of the 2017
academic year, DareDevil Dogs can easily see the outcome of the proposed campaign. Internet
tracking systems can aid the counting of press release hits so that the client can effortlessly keep
track of the results. Both of these evaluation mechanisms not only focus on the action of the
campus media, but also the increased awareness of the client for this particular public.
Budget
● 250 DareDevil Dogs bottle opener keychains - $160
● 250 DareDevil Dogs water bottles - $462.50
● Two DareDevil Dogs gift cards - $50/each
● Opportunity cost associated with deploying the food truck
Total Cost: $722.50
As far as the food truck is concerned, the client has illustrated that there is a clear
opportunity cost present. When taking the food truck to various locations, there is always the
21. 21
possibility of being able to make more of a profit at a different spot. However, in terms of the
goals and aspirations of the client, we strongly believe that this opportunity cost is lowest when
the food truck is present at a Greek life event, such as football block. While at block, the number
of students exposed to DareDevil Dogs’ brand and food could reach upwards of 300. Since,
according to our research, there is very small number of students who have heard of the client,
getting the students initially acquainted with them is of the utmost importance. This, combined
with the brand relationship strategies that will be employed at block, will be very beneficial
because it will not only increase the public’s awareness, it will also set the stage for a meaningful
relationship to be formed between the client and the public. Therefore, brand loyalty, along with
both new and repeat customers will be created. Because this outcome is so valuable to the client,
we believe the prospect of this success dwarfs the risks and opportunity costs associated with
deploying the food truck.
Timeline
● February 2017 on - Loyalty program
● February 2017 - Launch media kit
● March 2017 - Press release about upcoming BYOB contest
● April 2017 - BYOB
● Apr. 26, 2017 to May 2, 2017 - Finals week contest
● August 2017 - Press release about Tomos as a successful Ohio State graduate
● Sept. 2, 2017 to Nov. 25, 2017 (Football season) - Food truck at block (one weekend,
depending on schedules of DareDevil Dogs and the fraternities)
● Sept. 2, 2017 to Nov. 25, 2017 (Football season) - Send press releases the week before
attending block
● August 2017 - Begin contacting business fraternities to establish partnership
October 2017 - Tomos speaks at business fraternity event and DareDevil Dogs host business
fraternity event.
22. 22
●
Appendix
Raw Data from Survey
Q1 - Are you an Ohio State student?
# Answer % Count
1 Yes 97.98% 97
2 No 2.02% 2
Total 100% 99
Q2 - Are you a member of Greek life?
# Answer % Count
1 Yes 80.85% 76
2 No 19.15% 18
Total 100% 94
Q24 - Do you live in a residence hall?
# Answer % Count
1 Yes 21.28% 20
2 No 78.72% 74
Total 100% 94
Q3 - How much money do you tend to spend on food on game days?
How much money do you tend to spend
on food on game days?
20
15
10
10
13
15
10
25. 25
$25
$10
30
$10
$15
5$
0; ($9 on alcohol)
$10
$0
10.00
0
10
$15
$15
15
$20
$20
10
$10
$10
15
$15
$10
10
0
$8
8
20
15
Q4 - Do you typically attend a football block on game days?
26. 26
# Answer % Count
1 Yes 76.60% 72
2 No 23.40% 22
Total 100% 94
Q5 - Rank from 1-5 what foods you would want the most on game days.
Question 1 2 3 4 5 Total
Pizza 54.44% 49 13.33% 12 16.67% 15 13.33% 12 2.22% 2 90
Hot Dogs 17.78% 16 22.22% 20 14.44% 13 16.67% 15 28.89% 26 90
Hamburgers 11.11% 10 27.78% 25 36.67% 33 16.67% 15 7.78% 7 90
Mexican Food 8.89% 8 15.56% 14 16.67% 15 21.11% 19 37.78% 34 90
Sandwiches/Subs 7.78% 7 21.11% 19 15.56% 14 32.22% 29 23.33% 21 90
Q25 - How many meals a week do you eat off campus (not using your meal plan)?
# Answer % Count
1 None 0.00% 0
2 1-3 65.00% 13
3 4-6 30.00% 6
4 7-9 5.00% 1
5 10+ 0.00% 0
Total 100% 20
Q26 - How often do you eat on south campus?
# Answer % Count
1 Always 0.00% 0
2 Most of thetime 20.00% 4
3 About half thetime 10.00% 2
4 Sometimes 50.00% 10
5 Never 20.00% 4
Total 100% 20
Q27 - What is appealing about getting food delivered?
27. 27
What is appealing about getting food delivered?
Not having to move much
Convenience
Not having to leave my dorm.
Not having to walk
Convenience
Convenience
Get better food than dining halls
I don't walk
Not having to walk to get it
Not having to go get it
Don't have to move
It's easy, especially when the weather is bad
Not walking
Not having to leave my couch
Don't have to walk
No work, can go get it in my pajamas, no having to interact with people, can get food with my friends
Don't need to move much
You can late in the evening.
Easy and convenient
Q28 - Why do you choose going to the restaurant instead of having your food delivered?
Why do you choose going to the restaurant instead of having your food deliv...
Cost
Proximity
To be social with friends.
If I'm already near the restaurant
If it's on the way
Don't wanna pay for delivery
28. 28
It's cheaper
Don't want to pay to get it delivererd
to avoid the delivery fee
I don't
It tends to be cheaper and sometimes I enjoy the walk to get food. Especially if it's with friends
The experience of the restaurant scene
Because i can tell them exactly what i want (more food)
No delivery costs; more options; atmosphere
Get out of my room/get fresh air, quicker service
Money and I didn't want to wait
To spend quality time with friends and loved ones.
If I want to take my girlfriend out to dinner rather than be a lazy turd and order us food online.
Q29 - When you get food from off campus, do you typically?
# Answer % Count
1 Go there 75.00% 15
2 Get delivery 25.00% 5
Total 100% 20
Q30 - Where do you usually go to get food when you eat off campus?
Where do you usually go to get food when you eat off campus?
Wendys
Chipotle
Chipotle
Chipotle, Subway, Catfish, Five Guys, Panera, Jersey Mikes, etc
Moes
High street
High street
Bdubs
Blaze Pizza
29. 29
Qdoba
Chipotle, Canes, Jimmy Johns
Moe's
Chipotle, Blaze Pizza, Joys
Jimmy John's
Chipotle
Noodles & Company, UDF, Insomnia Cookies
Cane's, Five Guys
Wendys
Mad Mex
Sicilia's
Q31 - Do you use the COTA to go south of campus?
# Answer % Count
1 Yes 30.00% 6
2 No 70.00% 14
Total 100% 20
Q32 - How much money do you spend on food off campus per month?
How much money do you
spend on food off campus
per month?
300
100
50
100
250
$75
$75
100
$20
30. 30
100
$60
15
$60
70
30$
50
$50
$50
150
100
Q33 - What is your preferred method of payment?
# Answer % Count
1 Cash 0.00% 0
2 Card 80.00% 16
3 BuckID 20.00% 4
Total 100% 20
Q34 - Are you more likely to go to a restaurant off campus if it takes BuckID Cash?
# Answer % Count
1 Yes 80.00% 16
2 No 20.00% 4
Total 100% 20
Q35 - At which time do you usually order food for delivery? (Please select all that apply)
# Answer % Count
1 9 a.m. to noon 0.00% 0
2 Noon to 3 p.m. 0.00% 0
3 3 p.m. to 6 p.m. 21.05% 4
4 6 p.m. to 9 p.m. 26.32% 5
5 9 p.m. to midnight 47.37% 9
31. 31
6 Midnight or later 36.84% 7
Total 100% 19
Q7 - What organization do you belong to?
What organization do you belong to?
Sigma pi
Sigma Pi
Sigma Pi
Chi Phi
Chi Phi
Chi Phi Fraternity
Chi Phi Fraternity
Chi Phi
Chi phi
Sigma Pi
Chi phi
Chi Phi
Chi phi
Chi Phi
Chi Phi
Chi phi
Chi Phi Fraternity
Chi Phi
ΧΦ
Sigma Pi
Chi Phi
Sigma pi
Chi Phi
Chi Phi
Chi Phi
32. 32
Chi Phi
Chi Phi
Chi phi
Chi Phi
Sigma Pi
Sigma Pi
Sigma Pi
Sigma pi
Sigma pi
Sigma Pi
Sigma pi
Sigma pi
Sigma Pi
Sigma Pi
Sigma Pi
Sigma Pi
Sigma Pi
Sigma pi
Sigma Pi
Alpha Xi Delta
Alpha Omicron Pi
Alpha Omicron Pi
Alpha Omicron Pi
Alpha Omicron Pi
Alpha Omicron Pi
AOII
Alpha Omicron Pi
Osumb/aoii
Alpha Omicron Pi
33. 33
Alpha Omicron Pi
Alpha Omicron Pi
Sorority
Alpha Omicron Pi
Alpha Omicron Pi
AOII
AOII
Alpha omicron pi
AOII
Alpha Omicron Pi
Alpha Omicron Pi
ALPHA OMICRON PI
Alpha Omicron Pi
Alpha Omicron Pi
AOII
Alpha Omicron Pi
AOII
Gamma Phi Beta
Q8 - Do you attend your organization's football block on game days?
# Answer % Count
1 Yes 90.41% 66
2 No 9.59% 7
Total 100% 73
Q10 - Is your block open or closed?
# Answer % Count
1 Open 50.00% 33
2 Closed 50.00% 33
Total 100% 66
Q11 - How long do you stay at block?
How long do you stay at block?
34. 34
4 hours
4 hours
Whole time
3 hours
1 hour
2-3 hours
3 hours
The whole time
Until game time
The whole time
3 hours
3 Hours
3 hours
3 hours
All of it
3 hours
2hrs
Full Time
2 hours
Till I black (3ish hours)
4 hrs
1 hour
4 hra
The entire time
The whole time (about 3hrs or so)
2-3 hours
2 hours
3 hours
2 hrs
35. 35
The entire time
3 hours
Whole time
Until it ends
3 hours
2 hours
4 hours
4 hours
The whole time
4 hours
Whole time
4 Hours
The full time
3-4 hours
3 hrs
Open till close
til the game
2.5 hours
2 hours
1 hour
1 hour
1 hour
1 hour
4 hours
2-3 hours
3-4 hours
1ish hours at ours, then others
Until gametime
2 hours?
36. 36
An hour or two
4 hours
3 hours
2 HOURS
10 minutes
2 hours
2 hours
2 hours
Q12 - Approximately how many people would you say attend your block?
Approximately how
many people would
you say attend your
block?
100+
200
200
100
100
200-300
100-200
80-100
150
100
200
100
120
100-200
300
150
38. 38
50
30
20-30
35
75
50
50
30-40
45
?
80
60
50-60
20-30
30
100
60
40
Q13 - What other Greek life events have you attended?
# Answer % Count
1 Date Party 89.04% 65
2 TGs 97.26% 71
3 Formal 79.45% 58
4 Semi Formal 41.10% 30
5 Philanthropy Events 97.26% 71
Total 100% 73
Q14 - Would you like to have a food truck at one of these events?
# Answer % Count
1 Yes 83.56% 61
39. 39
2 No 16.44% 12
Total 100% 73
Q15 - Would you like to have a gourmet hot dog food truck at an event?
# Answer % Count
1 Yes 68.49% 50
2 No 31.51% 23
Total 100% 73
Q16 - How likely is your organization to host a food truck at your event?
# Answer % Count
1 Extremely likely 6.85% 5
2 Somewhat likely 36.99% 27
3 Neither likely nor unlikely 27.40% 20
4 Somewhat unlikely 23.29% 17
5 Extremely unlikely 5.48% 4
Total 100% 73
Q18 - How often do you attend Greek life events (if ever)?
# Answer % Count
1 Always 0.00% 0
2 Most of thetime 0.00% 0
3 Sometimes 11.11% 2
4 Rarely 44.44% 8
5 Never 44.44% 8
Total 100% 18
Q19 - Would the prospect of a food truck encourage you to attend a Greek life event?
# Answer % Count
1 Yes 44.44% 8
2 No 55.56% 10
Total 100% 18
40. 40
Q20 - How would you feel about a gourmet hot dog food truck being at an event?
How would you feel about a gourmet hot dog food truck being
at an event?
Yes
Not good
Good
Lotta wieners
I hate hotdogs
Gross
Yummy
Cool
nah
Love it
Good
Not opposed to it.
hell yea
Sure but I'm a dude so I'm probably not going to be let into
frat events
It would be cool, but I still wouldn't go to the event.
I would probably get a hot dog if there was.
Q21 - Have you ever heard of DareDevil Dogs?
# Answer % Count
1 Yes 52.75% 48
2 No 47.25% 43
Total 100% 91
Q22 - Have you ever eaten DareDevil Dogs?
# Answer % Count
1 Yes 8.51% 4
2 No 91.49% 43
Total 100% 47
Q23 - How satisfied were you with DareDevil Dogs?
41. 41
# Answer % Count
1 Extremely satisfied 20.00% 1
2 Somewhat satisfied 40.00% 2
3 Neither satisfied nor
dissatisfied
40.00% 2
4 Somewhat
dissatisfied
0.00% 0
5 Extremely
dissatisfied
0.00% 0
Total 100% 5
Kappa Sigma
1.Are you in an Ohio State sorority or fraternity?
Yes
2. Which one?
Kappa sigma
3. Do you normally attend a football block?
Yes
4. Do you normally host a football block?
Yes
5. If you host a block, how people normally attend?
Approximately 500
6. Do you ever pair up with another sorority or fraternity to host an event? (block, Greek
Games, Greek Week, Homecoming)
Yes for events such as greek week
7. How often do you utilize food trucks during your social events?
Never
42. 42
8. What is your typical food budget for social events?
In compliance with IFC standards, so usually less than $20 per events
9. What is your typical food budget for philanthropy events?
Varies significantly, usually food sales contributes to philanthropy
10. How do you provide food at your social and philanthropy events?
Pizza/ small snacks
11..Would your organization be interested in having a food truck at any of your social events?
Yes, there is a demand for food at events. A food truck at one of our events would be
mutually beneficial.
12. Would your organization be interested in having a food truck at an philanthropy event?
Yes very likely
13. Have you ever heard of DareDevil Dogs?
Yes
14.Do you think your sorority/fraternity would be interested in hosting an event with a
DareDevil Dogs food truck?
Yes
15. Do you think your sorority/fraternity would be interested in attending an event with a
DareDevil Dogs food truck?
It would not draw me to an event but if I was hungry I would likely purchase food
Sigma Chi
1. Are you in an Ohio State sorority or fraternity?
Fraternity
2. Which one?
43. 43
Sigma Chi
3. Do you normally attend a football block?
Yes
4. Do you normally host a football block?
Yes
5. If you host a block, how people normally attend?
525 to 575
6. Do you ever pair up with another sorority or fraternity to host an event? (block, Greek Games,
Greek Week, Homecoming) Yep! (All)
7. How often do you utilize food trucks during your social events?
None
8. What is your typical food budget for social events?
IFC Standard is minimum of 20 bucks
9. What is your typical food budget for philanthropy events?
Around 4,500
10. How do you provide food at your social and philanthropy events?
Catering
11.. Would your organization be interested in having a food truck at any of your social events?
Yes
12. Would your organization be interested in having a food truck at an philanthropy event?
Yea
13. Have you ever heard of DareDevil Dogs? No
44. 44
14. Do you think your sorority/fraternity would be interested in hosting an event with a
DareDevil Dogs food truck?
Maybe
15. Do you think your sorority/fraternity would be interested in attending an event with a
DareDevil Dogs food truck?
Maybe
Tau Kappa Epsilon
1. Are you in an Ohio State sorority or fraternity?
Fraternity
2. Which one?
TKE
3. Do you normally attend a football block?
Yes
4. Do you normally host a football block?
Yes
5. If you host a block, how people normally attend?
400
6. Do you ever pair up with another sorority or fraternity to host an event? (block, Greek Games,
Greek Week, Homecoming) yes
7. How often do you utilize food trucks during your social events? No
8. What is your typical food budget for social events? varies
9. What is your typical food budget for philanthropy events? Depends
10. How do you provide food at your social and philanthropy events? Catering or cook-out
45. 45
11.. Would your organization be interested in having a food truck at any of your social events?
Maybe
12. Would your organization be interested in having a food truck at an philanthropy event? No
13. Have you ever heard of DareDevil Dogs? Yes
14. Do you think your sorority/fraternity would be interested in hosting an event with a
DareDevil Dogs food truck? Yes
15. Do you think your sorority/fraternity would be interested in attending an event with a
DareDevil Dogs food truck? Yes
