This document provides details about Abigail Milne's experience working as a Marketing Associate for Aramark - Seminole Dining at Florida State University. It discusses her role in improving the brand's image and online presence through social media campaigns and engagement. Specific initiatives highlighted include creating content for platforms like Instagram and developing marketing campaigns around themes like Valentine's Day and customer appreciation. The document also includes an overview of Abigail's role on the Aramark sales team and her responsibilities as a Dining Ambassador.

1. FLORIDA STATE UNIVERSITY
MARKETING & PROFESSIONAL SALES MAJOR
COMMUNICATIONS MINOR
SPRING ' 17
A B I G A I L
M I L N E
https://www.linkedin.com/in/abigailmilne

2. C O N T E N T S
RESUME
BRAND IMAGE AND ONLINE PRESENCE
MARKETING CAMPAIGNS
SOCIAL MEDIA ENGAGEMENT
CLIENTELE PRESENTATION BOOKLET
ARAMARK SALES TEAM
3
4
6
7
9
10
2

3. 3

4. B R A N D I M A G E A N D O N L I N E
P R E S E N C E
During my time as a Marketing
Associate for Aramark - Seminole
Dining, I've spent my career
improving our brand image and
creating engaging content to
resonate with our audience.
On Instagram, I've crafted pictures
to receive positive feedback from
its Florida State audience through
eye-catching images, breaking
through the noise of a user's feed.
Content that reflects the audience
establishes its online presence.
Colloquial Valentine's Day cards are
popular among millennials in early
February. Therefore, I launched a
#HappyValentinesWeek campaign,
selecting four locations and
captioning these images with
humorous food puns.
For its finale, I selected a FSU
celebrity with her famous phrase, "I
love you my babies!" resulting in 188
retweets and 221 favorites.
4

5. From liking to sharing, and now
even reacting, our customers are
communicating with our brand like
never before. We've kept up with
this demand by creating interactive
content, both in-person and online.
#EveryoneLovesAHug returned the
favor with free Cokes in-person,
and online with over 2K views. Our
timelapse video sparked consumers'
interests, landing our brand the
Most Organic Reach score of 10,310
against competing Aramark -
Higher Education universities in
April.
By having such a strong online
presence, our brand has been able to
increase its awareness and
engagement. Furthermore, in our
evolving market, we've taken the full
customer experience past the in-
store, physical location. Doing so has
allowed us to maintain top rankings
in the Aramark Social Media
Scorecard, reaching #1 in the South
and #3 overall.
5

6. M A R K E T I N G C A M P A I G N S
Like a school week, Seminole Dining likes to unveil its marketing campaigns over the
course of a week, keeping consumers engaged. #CustomerAppreciationWeek and
#HappyValentinesWeek kept users involved, looking for the next comical post or
freebie deal via Facebook, Twitter, or Instagram
Since competitors are just walking distance from campus, #FinalsFlash was a campaign
I created to persuade students to become brand loyal. Parking is tough, you don't want
to lose your spot in the library, etc. By not having to leave campus because of all of the
deals aiding their studying, #FinalsFlash shined the benefits of on-campus dining.
6

7. S O C I A L M E D I A E N G A G E M E N T
In September of 2015, Seminole Dining teamed up with Partnership for Healthy America,
participating in a live tweet session regarding on-campus dining. The negative stereotypes
surrounding "dining halls" or "Freshman 15" are stigmas our brand strives to overcome. During
this live tweet session, we participated with schools across the nation, highlighting healthy
benefits and dining membership features to keep students healthy, mentally and physically.
7

8. 8
#OntheMOOve was another
campaign I created to increase
social media engagement via
Facebook, Twitter, and
Instagram. Each day, a new post
was uploaded, featuring a mini
Chick-fil-A cow posing with a
free coupon in a disguised
location. Users had the
opportunity to comment their
guesses and be selected
randomly. Winners were
announced that Friday
afternoon, keeping participants
engaged until the very end.
In addition to consumer
engagement, customer service
fuels our company. Outside of
the in-store experience,
Seminole Dining engages with
its consumers online, updating
them of any changes/additions
to its dining or retail locations,
as well as genuinely interacting
with our customers through
feedback.
Customer giveaways and freebie
contests produce the quickest
return of feedback, and they're a
customer favorite. The polar bear
giveaway allowed users to like and
comment to solidify their entry
into our giveaway; the winner was
announced later that week. Users
marvel at the chance to score
some freebies, even an oversized
Coca-Cola bear.

9. 9
C L I E N T E L E P R E S E N T A T I O N
B O O K L E T
"Subway has a wide variety of
subs, salads, and sides to choose
from. This cafe style Subway not
only allows Students to create
one-of-a-kind subs, but it also
offers pastries, coffee, and more!"
"This full service Starbucks is
conveniently located in the
heart of campus, Woodward
Ave. Students can swing by
in-between classes for a
quick bite or to catch up with
their friends over coffee on
the patio."
Across the vast Florida State University campus, Aramark - Seminole Dining contains 25
locations. For an outsider, this many locations may be overwhelming. Thus, I was tasked
with creating a clientele booklet, showcasing all 25 of our both dining and retail locations.
From photographing to copy editing, I selected the images and created the text to be
featured in our booklet. Collaborating with our graphic designer, we then formatted the
booklet, now to be shown to all of our clients.

10. A R A M A R K S A L E S T E A M
10
Beginning since May 2015, I have served on the Aramark - Seminole Dining sales team twice,
both Summer 2015 and Summer 2016. Knowing our market, summer's our highest demand
season due to all of the orientation sessions filling Florida State's campus. Reaching our sales
goals is pertinent to next year's operations because dining memberships are the highest
revenue driver for our company, driving down funds from the top to the bottom line.
As a Dining Ambassador, our task is to identify our customer's needs and tailor the features
and attributes of our dining memberships to best suit their concerns. Dining memberships
monetarily are a high-involvement product, yet we sell them in a low-involvement tone. In
addition, we dining ambassadors are stationed all across campus during orientation, as well
as sprinkled throughout the school year, allowing for ease and convenience in signing up or
answering questions. As both a Marketing and Professional Sales major, I used the skills
learned from my advanced sales class as tools to revealing customers' implicit and explicit
needs, then tailoring the presentation with our product's matching benefits.