- The campaign aims to increase a sense of community and perceived value of dining plans at Georgia Southern University. - Research was conducted through surveys and analysis of customer satisfaction and purchasing behaviors. - Strategies include educating students about benefits of meal plans, encouraging participation and engagement, and increasing social media use. - Tactics include events like Taste of Dining Commons, Cultural Food Fest, and Trivia Nights as well as social media sweepstakes. - The goals are to increase sense of community by 10% and perceived value of plans by 10% between 2017-2018.

1. Dine Like An Eagle Campaign
Client: Auxiliary Services
Casey Cargle, Montanna Lins, Whitney Mooney,
Kayli Quirk, Jasmine Thompson

2. Background
Lakeside Dining Commons (formerly known as Lakeside Cafe)
-26,00 sq ft.
-Opened Summer 2013
Dining Commons
Dining Commons (formerly know as Landrum)
-77,000 sq ft.
-Opened Fall 2013
Lakeside Dining Commons

3. Background
Mission
Eagle Dining Services is committed to providing those we serve with excellent food and exceptional customer service, while
providing a sense of community for all.
Motto
We are Dining Professionals serving future Professionals.
Our Employee Promise
Eagle Dining Services will value our employees as people and hold them accountable as professionals.
Connecting with our many customers through service in our dining locations.

4. Background
Eagle Dining Services is part of Auxiliary Services on Georgia Southern University’s campus. They are a self-operated
campus dining department.
Focused on many goals, such as:
Continually improving dining across Georgia Southern University’s campus and offering students, faculty, staff, and visitors
of the university the best dining experience possible.
Committed to improving the community by forming lasting partnerships with on campus and off campus organizations.

5. Qualitative Research
In class focus group
Established our survey questions and variables
Summary of Research
Reviewing previous research on student customer satisfaction and buying behavior
Looked at the current status of on-campus dining across the globe
Cross-referenced our goals with a survey done previously
Quantitative: Survey

6. Research Conclusions
Customer service and cost were the primary factors influencing purchasing
behaviors of dining plans.
While distance and environment were factors that contributed to student
satisfaction, a conclusion could not be made that proves they impacted the
purchasing behaviors of students.

7. Conclusions
Avoid “Sticker Shock” with monthly meal plan
Market the value of the plans
More accessible to off-campus students
More social media engagement

8. Executive Summary
-Goal is to serve GSU students with the highest quality of service.
-In our public relations class, our campaign group had the pleasure of working with the dining commons in
hopes of creating a successful campaign.
-In this campaign book, you will find documents and materials for our campaign called, “Dine like an
Eagle.”

9. Executive Summary
-Research conducted
- Multiple surveys and analysis
-Number of tactics and promotional material included, such as graphics, PSAs, and press releases.
- Tactics are designed to engage students of all years, and to enhance a community feel.
Strategies include:
1.Educate the benefits of a meal plan
2.Encourage student participation and engagement
3.Increase social media use

10. Audience
For this project, our target audience is the entire student body of Georgia Southern University. We
surveyed both freshman and upperclassmen to analyze the differences and similarities between the two
different groups.

11. Goals and Objectives
Goal: To increase a sense of community within the Dining Commons.
Objectives:
-To increase a sense of community by 10% between February 2017-May 2018.
-To increase perceived value of the dining plans by 10% between February 2017-May 2018.

12. Strategies and Tactics
In order to increase a sense of community in the Dining Commons and increase the purchases of dining
plans, we plan to:
-Educate the benefits of a meal plan
-Encourage student participation and engagement
-Increase social media use
We will accomplish these strategies with the following tactics:
1. Taste of D.C. (Dining Commons)
2. Cultural Food Fest
3. Trivia Nights
4. Instagram/Facebook Sweepstakes

13. Taste of D.C. (Dining Commons)
-April 19, 2018 from 12p.m. to 4.pm.
-Promote the Dining Commons and to promote a community attitude along with sales of meal plans.
-Get students together and enjoy the college experience of having a meal plan.
Sample a variety of foods served daily at the Dining Commons.
Band, Suggestion Boxes, Live Cooking Demonstrations
Promotion: Press Releases, Social Media, Fliers

14. Trivia Nights
-Implemented bi weekly
- Monday Nights at 7 p.m., Fall 2017.
-Trivia Night will be held in the dining hall, called Dining Commons.
-Get students together and enjoy the college experience of having a meal plan.
-Enhance the sense of community for students

15. Cultural Feast
-March 22, 2018 from 5:30 p.m.-8:00 p.m. at Lakeside Dining Commons
-Educate the benefits of a meal plan and encourage student participation and engagement.
-Get students to try some of their peers’ cultural foods from ten different cultures.
-Participants will get up to three places marked on the passport to spin a wheel for prizes.
-Enhance community feel by letting students learn of their peers cultures via food.

16. Instagram/ Facebook Sweepstakes
-Held the entire month of March.
-The last day to submit a photo will be the last day of the month.
-Promote the Dining Commons and to promote a community attitude.
-Get students together and enjoy the college experience of having a meal plan.
-Winner will receive a prize for best photo.

17. Evaluation Plan
Output:
-Fliers and posters will be hung throughout the buildings on campus.
-Brochures (will show not only the benefits but the value of the meal plan compared other schools and grocery shopping)
-Multiple press releases
-Multiple PSA’s
-Social media outlets such as Facebook, Twitter, and Instagram
-Special events items such as T-shirts and water bottles
Input:
-Awareness: A survey will be sent out. It will determine whether the events had a positive effect, if students were more aware of the benefits of a
meal plan, and what suggestions they may have.
-Acceptance: Track the number of calls, emails, and letters that were sent in that expressed interest toward the client. Social media will also be
monitored to track likes, hashtags, filters, etc.
-Action: Social media that was used throughout the campaign. The purchases or repurchase of meal plans. The number of attendees at the events

18. Promo Materials

19. Promotional Materials
Trivia Night graphic for social media

20. Promotional Materials

21. Promotional Materials
Newsletter

22. Promotional Materials
Front Back

23. Promotional Materials
Brochure

24. Promotional Materials

25. Promotional Materials

26. Promotional Materials

27. Promotional Materials

28. Promotional Materials

29. Promotional Materials