Who will be the Bigg Spartan on your campus? This presentation takes you step by step through a new ad campaign developed for Biggby Coffee in East Lansing, Mich. The campaign was developed to attract freshman to the coffee shop. BUY, LIVE LOCAL. This presentation is property of Erica Tackett and requires permission to be used and distributed by outside sources.

1. FALL SEMESTER AD CAMPAIGN

2. DETAILS
Target audience: Class of 2018
Timeline: August 25 to Finals Week
Digital Platforms: Twitter, Website
Budget: $10,000

3. THE BIG IDEA
#BiggbyClassOf2018
“Bigg Spartan on Campus” Contest
Scavenger Hunt
Freshman enter via Twitter using #BiggbyClassOf2018
100 participants selected
First to complete scavenger hunt wins $250 Biggby giftcard
Participants must track their progress via Twitter

4. THE HUNT
Scavenger hunt will familiarize
freshman with MSU while trending
conversation about Biggby
and the contest
Tasks include:
• Get a photo with everyone on your floor - it
will need your RA's stamp of approval!
• Go out on Halloween dressed as your favorite
Biggby coffee; be sure to capture the moment!
• 4.0 one of your first semester classes
• Visit the five Biggby locations in East Lansing
• Get a photo with Sparty

5. BUDGET
Total budget: $10,000
Google Adwords ($100 @ 80 days): $8,000
Giftcard: $250
Flyer production: $1,750

6. GOALS
Increase in twitter followers
• Reach 8,000
• Increase of 2,530 followers
• Gain following from 36% of freshman class

7. TRACKING METHODS
Google Analytics
• Website
• Twitter
• Month-month comparisons
Twitter followers

8. STRATEGY
Drive engagement and trend through the use of the hashtag
Google AdWords:
Bigg Spartan On Campus
MSU Class of 2018
Coffee contests
Biggby coffee
East Lansing coffee contest
Michigan State freshman contest

9. STRATEGY CONT.
Drive engagement via corporate Twitter
Each first completion of a task will call for a tweet

10. ARE YOU THE NEXT
BIGG SPARTAN ON CAMPUS?