The proposal aims to help DareDevil Dogs, a local restaurant known for unique hot dogs and sides, tap into the market of Ohio State University fraternities through a public relations campaign. The campaign would involve assessing DareDevil Dogs' current brand presence and then leveraging contacts within the Greek Life community to gauge fraternity interest in hosting the restaurant's food truck at social events in order to boost awareness, loyalty, and foot traffic among nearly 2,500 students.

1. To: Tomos Mughan
From: Dre Griffin
Date: Sept. 13, 2016
Subject: Accessing Ohio State University Fraternities
The reasoning behind this proposal is to help DareDevil Dogs tap into the market of Ohio State
Greek Life, namely through fraternities. This public relations campaign hopes to foster brand
awareness and loyalty through memorable dining experiences created with fresh, local
ingredients.
DareDevil Dogs is a local restaurant that opened in 2014 by Tomos Mughan, Bill Garland and
Mike Gadd. The men brought their fine dining backgrounds into the Columbus food scene,
creating a daring culinary experience with their unique hot dogs and sides. Their dedication
earned them the 31st spot in Columbus’ top 100 restaurants on Yelp.
Through this proposed campaign, we hope to overcome the lack of foot traffic in the developing
area by taking DareDevil Dogs to Ohio State fraternities. By exposing fraternities to your
company, there is untapped potential to create brand awareness and loyalty to nearly 2,500
students.
Fraternities are a logical target for DareDevil Dogs as they host frequent events that often attract
students not directly involved in their organization. For example, on Ohio State football game
days, many of the fraternities around campus host parties called football blocks that draw crowds
sometimes as large as 300 and occasionally host food trucks.
To better understand the current status of DareDevil Dogs’ brand, we will conduct a
communications audit that examines media coverage, social media (both mentions and self-
owned accounts), and the company website and mobile app. We will evaluate tone, consistency
and overall relevance of the messages across all platforms. These findings will be compared to
the information you provided in our initial meeting to gain a comprehensive understanding of
DareDevil Dogs.
Leveraging our contacts within the Ohio State Greek Life community, we will communicate with
chapters’ social chairs to gauge interest in hosting a food truck at their events. Next, we will
work with interested fraternities to find out the expected turnouts and food budgets of their social
events. Additionally, we will survey the sites of the events to see if the environment of the
fraternity fits with DareDevil Dogs’ company culture.