Powerpoint presentation summarizing campaign project.

1. Hillary Cozzi, Ellie Barlow, Jessalyn
Hatton,
Pat Manaher, Scott Eberhard
“Sweets and much more, just one call away.”

2. Executive Summary
 Campus Candy is immensely
popular with the campus crowd
 Our goal: To highlight the
delivery option and emphasize
the healthy snack options while
continuing engagement with IU
student body
 In return: create more market
share and accessibility for the
business
 Success will be determined in
terms of number of Facebook
„likes‟, Twitter followers, and sale
increases

3. Situation Analysis
 Founded in 2010 when a student‟s father noticed a lack of candy
stores on campus when dropping his daughter off at IU for her
freshman year
 Immediate buzz: 5 additional stores have been opened across the
country
 Company has strong presence in social media
 Target market seems to be primarily IU students, not so much the
local community

4. SWOT Analysis
 Strengths: Partnerships, unique layout
of store, unique type of store, use of
social media, fundraising.
 Weaknesses: Decrease in popularity
after such a quick success, may be too
trendy.
 Opportunities: Offering sampling
parties, highlighting items offered other
than candy, appealing to the local
community, emphasizing the study
area aspect of the store
 Threats: Losing popularity among the
target market. Slowing down in
advancement. Losing partnerships.

5. Research Plan
 Primary Research:
 Conduct a survey and interview(s) with the store
manager/owner and the Indiana University student
body.
 Secondary Research:
 Research the current social media platforms and
take a close look at the current website. -> for
situation analysis
 Why? To attain an accurate depiction of the
company‟s current position

6. Research Analysis
Some Statistics based off of an
online survey taken by 50 IU
students:
 78% of students on campus
have visited Campus candy.
 “Expensive” is one of the
most common words
associated with Campus
Candy.
 92% of students were not
aware of the delivery option.

7. The Manager Says…
 “We want to be the Starbucks of
candy, we want to provide a feel good
location. We want to be on many
campuses, medium/large
campuses, as big and prolific as
possible.”
 “They will be opening a Campus
Candy website specifically for Campus
Candy next year. This will help with
promotions. It will be easier to market.
It will be more simplified, specific to
Indiana University campus. ”

8. Campaign Plan
 Overall Campaign Goal: Improving accessibility of
brand and popularity among IU campus.
 Achieved through specific strategies:
 Strategy 1: Delivery Options
 Strategy 2: Healthy Options
 Strategy 3: Affordability and Engagement with
Student Body

9. Strategy 1: Delivery
Options
 Key message:There is a delivery option that can
improve your ease of use.
 Objective: Increase sales by 5%, as compared to
last year, increase delivery option by 10%.
 Tactics:
 Promotion Day through Social Media Platform
 Guerilla marketing throughout IU Campus

10. Strategy 2: Healthy
Options
 Key message: There is more at Campus Candy
than just candy.
 Objective: Create buzz around healthy
options, increase sales of healthy options by 5%.
 Tactics:
 Samples around IU Campus (especially
SRSC, HPER)

11. Strategy 3: Affordability and
Engagement with Student Body
 Key message: The company is aware students
want a good price. Relating and engaging with the
student body is important.
 Objective: Gain 250 Facebook “likes”, 300 Twitter
followers, increase sales by 5%.
 Tactics:
 Students who show proof of social media
engagement receive free sample
 Promote quality and superiority of location in
exchange for price.
 Introduce punch cards to incentivize customer loyalty

12. Timetable
We will execute our tactics and strategies by the following methods:
 Spring Semester ‟12
 Implement guerilla marketing with student
interns
 Utilize atypical early-spring environment to
spread awareness among campus
 Begin social media coupon engagement
 Advertise new candy being offered.
FEEDBACK: Implement online survey of students
during “Dead Week”

13. Timetable
 Summer „12
 Continue engagement with local community
FEEDBACK: Survey customers
(both local and students)
in August and offer coupon
as incentive

14. Timetable
 Fall Semester „12
 Continue promotions with delivery option.
 Heavily promote the new website.
FEEDBACK:
Distribute survey
on delivery
method, measure
hits to website

15. Evaluation Summary
 We are able to evaluate success by using
measuring objectives including Facebook
„likes‟, twitter followers, and sales increases