pr plan-2
TRANSCRIPT
Prestige Public Relations
Executives: Jessica Brokofsky
Lauren Carroll Katie Corcoran Nicole Enderica Katie Gonzalez
Shredwich
Public Relations Plan
2015-2016
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Table of Contents
Agency Philosophy and Executive Summary Page 3
Marketing Problem Page 4
Situation Analysis Pages 4-18
SWOT Analysis Page 19
Strategic Direction Page 20
Objectives Page 20
Target Markets Pages 21-22
Perceptual Map Page 23
Positioning Statement Page 24
Brand Message Page 24-25
PR Recommendations (PR Tactics) Page 26-38
Timeline and Budget Pages 39-40
Measurement and Analysis Page 41
Appendices Pages 42-57
Works Cited 58-60
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Agency Philosophy
At Prestige PR, we strive to build long-term partnerships with our clients to create
strategic public relations services. We form thought, and from there, we create big ideas that
compel people to take action that generates results. We help our clients grow, and we grow with
them. Through our ideas and strategies, we add a personal touch that makes our services unique.
We help you think out of the box and develop creative, innovative ways to achieve your goals.
Executive Summary
While the fast-casual restaurant industry may be a tough one to compete in, Shredwich
has inched its way into the tight market with its customizable menu and all inclusive pricing to
target on of the trickiest segments of all: millennials. Shredwich opened in November of 2014
with a vision to solve a problem in the food industry overall. With the goal to provide shredded
meats that are flavorful and juicy, Steven Hettinger opened Shredwich, a fast-casual restaurant
that allows customers to choose from menu items, or create their own sandwich, salad, or rice
bowl. With the customization, low price, and modern environment, Shredwich aims to bring in
mainly a younger market, particularly millennials. With that goal set and the intense market,
Shredwich currently needs to increase its brand awareness within its target market.
After extensive research, it has been confirmed that Shredwich has the ability to stand
among its competitors with the help of specific public relations efforts to get the brand
recognizable and develop a loyal customer base. For the millennial market, the best tactic would
be to bring the restaurant to the target market to induce trial, and create a social media campaign
to get the target involved with the idea of customization. Through social media, local college
campuses, and specific media coverage, Shredwich can achieve its goal of earning a loyal
customer base and the awareness it needs to succeed in the fast-casual restaurant industry.
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Marketing Problem:
Shredwich needs to increase their brand awareness.
Situation Analysis:
Industry
Shredwich competes in the fast-casual restaurant industry. According to Mintel, fast
casual restaurant sales have shown an increase of 10.5% in 2013, which resulted in $30 billion in
sales. This industry will continue to grow due to the changing trends of the consumer, along with
new attempts to engage with customers (Fast Casual Restaurants Report). With a growth in
technology usage and loyalty programs, businesses will be able to enhance the fast casual dining
experience to build a stronger relationship between the brand and the consumer (Fast Casual
Restaurants Report). Loyalty programs, deals, and coupons are a popular way for brands to
bring in customers. According to Mintel, consumers look for deals such as buy one get one free
offers, printed and online coupons, daily special pricing, and reward programs to choose the
ideal restaurant for dining. Another aspect that contributes to a consumer’s decision-making
process is the added value that a brand has. Elements such as food safety, employee treatment,
fair trade practices, animal treatment, and nutrition play a part in why consumers choose certain
fast casual restaurants. In 2013, 49% of internet users over the age of eighteen said they visited a
fast casual restaurant because of a buy one get one free deal, and 33% chose restaurants based on
printed coupons (Fast Casual Restaurants). In addition, 25%-32% of these people considered
other factors such as daily specials, online coupons, and rewards programs. In the same group,
95% of these people choose a restaurant based on food safety, while 92% based their decision on
employee treatment. Lastly, 71%-77% of these people based their decisions on other factors such
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as fair trade practices, animal treatment, and nutritional claims (Fast Casual Restaurants).
Overall, these findings point to the trend of a growing fast casual restaurant industry.
Product
Shredwich offers a fast casual dining experience with a menu filled with different options
made with natural ingredients. The menu includes sandwiches, salads, and bowls that can be
customized or one can choose from the several pre-made options. To start, a customer chooses
their base, which could be a brown rice bowl, a romaine salad, a plain ciabatta roll, or a whole-
grain ciabatta roll. Next a customer would choose a meat or vegetarian option. Shredwich offers
hand-shredded natural products such as chicken, turkey, pork, beef, and tofu. Customers are then
offered a number of unlimited hot and cold toppings, along with sauces to complete their meal.
All meals are $6.99, with additionally priced side options including chips, a dessert, or a drink.
Shredwich offers dine-in or take-out service. Orders can be faxed in using the online take-out
form, or can be made over the phone. There is a separate line for online orders; ensuring
customers who utilize the service can be in and out of the store quickly. Upon request, the
company will offer delivery services for catering orders.
Currently, an issue that Shredwich could encounter might stem from the university and
school’s academic calendars. A main target market for Shredwich is the student population that
surrounds the restaurant that is included in the millennial demographic. With the schools long
summer and winter breaks, Shredwich could see a decrease in restaurant traffic during those
times. During the workweek, lunch hour is a time of high traffic for Shredwich. Young
professionals in the surrounding office buildings contribute to a majority of the traffic; however
it is dinnertime that seems to lack a steady crowd.
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Shredwich currently uses social media sites such as Facebook, Twitter, Instagram, and
Foursquare to reach customers. Shredwich’s Facebook account currently has 419 page likes
(Shredwich Facebook Page). The Twitter account has 47 followers, 265 tweets, and follows zero
twitter users, while the Instagram account has 48 followers and 23 posts since joining in October
2014 (Shredwich Twitter Page). The Foursquare account has had 35 total visits and 24 total
visitors (Shredwich Foursquare Page). Aside from Foursquare, the other social media accounts
are used to post pictures of meals prepared in the restaurant along with currents events and
coupons. None of the accounts seem to be very interactive with the customers, nor are the
customer’s interacting with the brand. The Facebook page is the most interactive with reviews
posted by customers and replies from Shredwich, but Twitter and Instagram do not. The tweets
sent out by the company are often questions that necessitate a response form users, but replies
never occur (Shredwich Twitter Page). Twitter posts once a day in the morning hours and
Facebook post tend to be posted every coupe of days (Shredwich Facebook Page). Shredwich’s
Instagram started out posting daily, but has recently fallen behind with the last post being in
February (Shredwich Instagram).
Shredwich has no existing relationships with the press currently. As of right now, the
restaurant has not had any press coverage since Philly.com posted an article introducing the
company in November 2014. Currently, the brand promotes “college night” and “student night”
hoping to bring in students for dinner hours. Other events include community fundraisers, the
“Be Creative” contest with a prize of a $25.00 gift card, and the free surprise delivery to local
offices. These events are promoted through Shredwich’s Facebook and Twitter page.
From online reviews, customer feedback seems to be positive overall. With a couple
reviews offering constructive criticism, customers seem to really enjoy the overall concept of the
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brand. Because of the unique concept of hand-shredded meat, poultry, and vegetarian
sandwiches, the brand has room to continue growing in the fast casual restaurant industry. The
location is great because many schools, including Villanova University, Cabrini College, Eastern
University, Valley Forge Military Academy, and Radnor High School surround it, as well as
office buildings, providing a wide potential customer base. It is located in a shopping center with
multiple stores and a large parking lot that also helps bring in traffic. One major weakness
Shredwich has is its brand awareness. While the brand is present on social media, it has not done
much to actively reach the target market in order to create brand awareness and loyalty. The
brand can easily stand among its competitors due to its quality of food and reasonable prices. In
order to compete with local competitors, Shredwich needs to make the brand recognizable and
known to its target market.
Competition
There are three main competitors for Shredwich. They are Chipotle, Honeygrow, and
Panera Bread, all of which are part of the fast-casual industry.
Chipotle
Chipotle prides itself on “Food with Integrity”. With over 1,430 locations, this fast casual
restaurant is popular and present in the United States, United Kingdom, Canada, Germany, and
France. Chipotle offers Mexican cuisine that is organic and features naturally raised meats. Their
menu includes burritos, burrito bowls, tacos, salads, as well as chips and guacamole (Chipotle
Mexican Grill). The price of each item depends on what is put in it. The options include chicken,
steak, barbacoa, sofritas, and veggies. The prices range from six to eight dollars, depending on
the amount of toppings added by the customer (Chipotle Mexican Grill).
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In addition to dining on location, Chipotle offers online ordering, catering, gift cards,
fundraising, and their own Chipotle shop. Online ordering is fast and efficient and allows the
customer to pick what time and at which location they will pick up their food. Chipotle offers a
few types of catering, which can feed as little as 20 people or as many as 200 (Chipotle
Catering). Fundraising with Chipotle gives back 50% of the profits to the participating
organization. They focus their fundraising on K-12 schools, Youth Community Groups,
Community Gardens, University Groups, and Food and Sustainable Agriculture Groups
(Chipotle Mexican Grill). The Chipotle online shop offers various products such as t-shirts,
grocery totes, and hoodies (Chipotle Mexican Grill).
Chipotle’s current target market is millennials. They use various social media networks to
reach this market. Chipotle presently uses Facebook, Twitter, Instagram, YouTube, and
FourSquare (How Chipotle Uses Social Media to Cultivate a Better World.). These accounts are
all national; there are no local accounts for individual stores. Its Facebook account has 2,575,298
likes with posts three to four times a week featuring pictures, quotes, and links to videos
(Chipotle Mexican Grill). Its Twitter account has 640,000 followers with over 358,000 tweets,
some of which is Chipotle responding to customer’s complaints or praises (Chipotle Tweets).
Chipotle’s Instagram has 163,000 followers featuring pictures of their stores, products, and
events (Chipotle Mexican Grill). Its YouTube page has over 29,000 subscribers with playlists of
their festivals, short films, and behind the scenes footage (YouTube). On Foursquare, Chipotle
has 129,774 followers with over 42,000 tips for customers (FourSquare.) Chipotle follows their
customers on the various accounts and makes an active effort to interact and build relationships
with them. See Appendix A for social media graphs.
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Chipotle has spent 1.4% of its revenues on advertising and marketing expenses (How
Chipotle Uses Social Media to Cultivate a Better World). Chipotle currently uses a non-
traditional marketing strategy. The company uses traditional media such as TV, radio, and
billboards in ways other than just promoting their product. For example, they recently had a
commercial featuring Willie Nelson narrating a story about a farmer with sustainable operations..
Their goal was to win over millennials by showing their reputation for freshness and healthy fare
(A Story about Chipotle's Non-Traditional Marketing Strategy.) Through viral marketing,
Chipotle has made short films featuring a farmer and scarecrow throughout the years with the
consistent message of “cultivate a better world” (Chipotle Takes on Big Food with Animated
Scarecrow.) These animations were also released with a mobile video game. In 2012, Chipotle
ran their first nationally televised commercial during the Grammy Awards (Chipotle Ad
Upstages Some Grammy Performances.) Most of their advertising consists of print, outdoor,
transit, radio, and online ads. They are developing more owned media such as cultivating
festivals of food, music, and ideas as well as increasing all of their digital and social media
presences (How Chipotle Uses Social Media to Cultivate a Better World).
Chipotle has implemented many public relations initiatives. Chipotle runs promotions,
such as giving out free burritos on Halloween if customers come dressed in costume in an annual
event called Boorito (Chipotle's Boorito Halloween Fundraiser). Chipotle also released music
videos of Willie Nelson and Karen O. in support of family farms. Also, Steve Ells, the founder of
Chipotle, was a judge on NBC’s America’s Next Great Restaurant. Chipotle offered a buy one
get one free deal and in turn the show featured contestants working in a Chipotle for a day (Get
Free Chipotle Food for Watching.) This past February, Chipotle released the first of four
webisodes called “Farmed and Dangerous” on Hulu.com (Hulu). This shows their variety and
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commitment to constantly be in the news in a positive light. In addition, Chipotle has contributed
approximately $2 million to “help fund initiatives that support sustainable agriculture, family
farming, culinary education, and innovation that promotes better food” (The Chipotle Cultivate
Foundation). The Chipotle Cultivate Foundation is a non-profit organization established by
Chipotle Mexican Grill to continue and strengthen its philanthropic efforts.
In regards to press coverage, Chipotle sends all of their press out through BusinessWire, a
company that disseminates news out (Your News Starts with Business Wire). Its press releases
consist of their quarter results, announcements of new video launches, their new partnerships, as
well as event information. Major outlets consistently cover Chipotle news, as well as non-media
outlets, typically ones devoted to a healthy lifestyle.
Customers are dedicated to Chipotle, and that is one of their main strengths. They are
loyal and Chipotle has a strong following. They love it and show their loyalty by not eating at
rivals, such as Qdoba Mexican Grill. They praise the fast service, amazing authentic food, low
prices, and courteous staff (Chipotle Yelp).
Chipotle is unique because of the “Chipotle experience”. Chipotle designs each of its
locations so they create a fun and unique dining experience for their customers. The line allows
customers to watch their food be made and then handed to them instantly. The kitchen is open to
the restaurant so all of the aromas add to the dining experience.
Honeygrow
Honeygrow is the second competitor for Shredwich. Honeygrow opened in 2012 and
specializes in farm-to-fork stir-fry, smoothies, and honeybar. Their motto is honest eating and
growing local (Honeygrow). Honeygrow locations include Center City Philadelphia, Radnor and
Bala Cynwyd, Pennsylvania, with recent openings in Hoboken and Cherry Hill New Jersey.
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Like its other competitors, the price at Honeygrow depends on what is chosen for a meal.
Typical stir-fries run from $7.75 to $8.85, while salads run from $6.35 to $10.45. The honeybar
is $5.45, and smoothies are $4.95 (Honeygrow). Customers can dine in or get take out at any of
their current locations. The ordering takes place on touch screen kiosks.
Honeygrow is currently marketed mainly on their social media sites. Since its current
target customer is young professionals and college students, the social media sites are focused on
reaching this particular demographic. There are no local social media pages, but rather one page
for all of the stores. Its Facebook has 3,204 likes and posts about locations opening soon, their
food, and any menu updates they may have (Honeygrow Facebook). Their Twitter has 4,148
followers and posts many times each day (Honeygrow Twitter). These tweets consist of quotes
and some of their offerings. Its Instagram has 2,580 followers showing pictures of their locations
and some combinations that customers have created (Honeygrow Instagram). All of its Instagram
posts are linked to their Tumblr page. The brand also has a Pinterest page with 22 followers with
boards of the foods they offer, what inspires them, their locations, and things to do in the local
Philadelphia community (Honeygrow Pinterest). See Appendix A for social media graphs.
Honeygrow has not had much press coverage. Philadelphia Magazine, Main Line Today,
and Philly.com blogs have released articles about their most recent opening in Radnor and their
anticipated locations. There appears to be no relationship with any press outlets.
Honeygrow was a part of the holiday food drive with Philabundance, where donations
were accepted at each of its locations (“Holiday Food Drive with Philabundance”). Honeygrow
Philly also teamed up with Philadelphia Runner and created a running club. On the fourth
Tuesday of every month, a group of runners gather and do a three to five mile run and are then
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invited to Honeygrow to receive 25% off their meal (Honeygrow Philly Launches New Run
Club).
Honeygrow is unique in various ways. First, it offers touchscreen kiosks, which is unlike
any other competitor currently. In addition, it has all house-made dressings and sauces that are
never pre-made or frozen. The locations also feature reclaimed wood and chairs from recycled
Coca-Cola bottles. Recently, it has added iPad stations, where guests can use them to surf the
web or play games (Philadelphia Magazine).
From reviews online, customers enjoy the products offered. They like having
touchscreens so they can choose what they want with no confusion. Customers enjoy the fresh
ingredients from local farms and the various options they have to choose from (Honeygrow
Yelp). One apparent weakness of Honeygrow is that it is designed in a way similar to that of a
cafeteria. It does not have a cozy atmosphere that some customers would want. A strength is the
fresh, local food.
Panera
Panera Bread is the third competitor for Shredwich. Panera is a chain of 1,708 bakery
cafes nationwide and in Ontario, Canada. Its mission statement is “A loaf of bread in every arm”
(Panera Bread). Panera sells a variety of products including fresh baked bread, pastries, sweets,
bagels, soups, salads, sandwiches, pasta, paninis, sandwiches, and flatbreads. It offers full size
portions or their classic “You Pick Two”, where the customer would choose half of a sandwich
or panini along with a cup of soup or half of a salad. They also offer different types of bread and
give customers the option of chips, an apple, or a baguette as the sides of their meals. The prices
range from $7 to $9 for full sandwiches and salads. A small cup of the mac and cheese would be
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$4.99 and a cookie would be $1.99 (Panera Bread). Overall, their prices are competitive in the
fast casual industry.
Panera offers additional services to their customers as well. They have online ordering,
fundraising, free Wi-Fi, and the MyPanera Card. Panera’s online ordering is very organized and
effective. The website features pictures of the product along with a description and nutritional
information. The customer can choose when and where their order will be picked up (Panera
Bread).
When fundraising with Panera, a flyer must be presented at time of purchase to receive a
donation. The more flyers there are, the larger percentage donated.
In addition to these services, Panera has many perks while dining at the restaurant. First,
it offers free Wi-Fi at all locations. Next, the brand has the MyPanera Card, which is its loyalty
program offering surprises, rewards, and special deals from Panera daily (Panera Bread). Panera
customers can purchase the product online or in stores. It offers rapid pick up, delivery at some
locations, and ordering from My Table, which delivers the food directly to the customer’s table
at the café (Panera Bread).
Panera focuses it’s marketing on their philosophy of “Live Consciously, Eat Deliciously”
(Focus on the Values). The brand wants to connect to its customers by showing its social
consciousness. One major way the company does this is by explaining how the Panera Bread
Foundation donates all of its unsold baked goods to Feeding America and donation-based
community restaurants at the end of each day (Panera Bread).
This June, Panera switched advertising agencies from Cramer-Krasselt to a company
called Anomaly. The brand switched because Panera felt it needed to bring advertising to the
next level (Panera Finds a New Lead Creative Agency). The brand is searching for ways to
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demonstrate their authenticity. Michael Simon, Executive Vice President and Chief Marketing
Officer, states that Anomaly is focusing on the big ideas instead of the traditional 30-second
spot. He thinks this will make the Panera brand relevant (Panera Bread Names Anomaly as Lead
Creative Agency). Panera plans to advertise its brand and products through web, TV, and print
advertisements, as well as social media sites (Panera Bread Names Anomaly as Lead Creative
Agency).
Panera’s current target customer is professionals, families, and millennials. Panera
utilizes social media sites very well to be accessible to its target market. It currently has a
Facebook, Twitter, Instagram, YouTube, Pinterest, and Foursquare. On Facebook, the brand has
2,722,508 likes with posts featuring some of the menu items and videos. Postings are a few times
each week and get over a thousand likes. Panera has separate Facebook pages for each location,
providing only a place for reviews. There is no creative content posted; that responsibility lies
within the main page (Panera Bread Facebook). The Twitter account has 339,000 followers and
uses the hashtag #HowToPanera, which its followers have also picked up and began to use. This
is a national account (Panera Bread Twitter). Its Instagram has 40,700 followers with photos and
videos of its menu items and it posts mostly every day consecutively (Panera Bread Instagram).
The YouTube account has 3,231 subscribers with videos showing demos and the backstory to the
Panera brand (Panera Bread YouTube). The Pinterest page has 39,000 followers focusing their
pins on brand values such as living better and eating fresh (Panera Pinterest). The Foursquare has
5,180 followers with over 48,000 tips for their customers. All followers seem to appreciate that
Panera responds to customer’s disappointments and take the feedback to improve. See Appendix
A for social media graphs.
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Panera’s press is covered by various media outlets, such as FastCompany, Huffington Post,
USA Today, SELF Magazine, Fortune Magazine, the Associated Press, and Bloomberg News. The
press covered is on various topics, such as Panera cutting all artificial ingredients, introducing digital
ordering, and how Panera is an innovative food company. These news stories have come out monthly
and appear to be fairly frequent (Analyzing Panera Bread's Advertising And Marketing Spend).
Some other public relations efforts include the participation in SCRIP Fundraising. This
program helps non-profit organizations raise money by inviting them to pre-purchase $10 Panera
Card® gift cards at a 9% discounted rate and then re-sell the Panera Cards at full price (Panera
Bread). It also has a Community Breadbox, where a portion of cash donations made by
customers in bakery-cafes are matched by Panera and its franchises and distributed to local non-
profit organizations (Panera Fundraising).
Panera is unique and differentiates itself from other competitors. First, fresh dough is
delivered every day. This ensures the freshness the brand promotes. Second, the stores provide
free Wi-Fi to customers, and third, Panera has a phone application to order, look at the menu,
and find nearby locations.
Panera’s major strength is that it has strong customer loyalty and a relaxing and
comfortable environment. Customers love Panera’s products. They appreciate the exceptional
customer service, the portions and quality of food, as well as the welcoming atmosphere (Panera
Bread Yelp).
Consumer
The possible target markets for Shredwich involve external stakeholders. This includes
consumers of different demographics that would choose Shredwich’s services and products over
the competitors. Steve Hettinger, owner of the restaurant, mentioned that both the consumer
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traffic and the environment of the store contribute to the overall daily sales (Personal
Communication – February 2015).
According to Mintel’s Fast Casual Restaurants report conducted in 2013, “Consumers
visit fast casuals that they like so factors like variety of items, freshness, and convenience are
important as well as corporate responsibility initiatives like food safety and treatment of
employees” (Fast Casual Restaurants). This demonstrates that people who look for options like
Shredwich are more conscious and have more expectations than consumers that go for the quick
service options such as chain fast food restaurants. In this same report, Mintel mentions that
lunch is the most popular day part for fast casual restaurants like Shredwich, with 63% of
consumers visiting within September of 2013. On the other hand, dinner traffic significantly
declines with “only 15% of consumers visiting within the past month” during dinnertime (Fast
Casual Restaurants).
In regards to the product specifically, in Mintel’s Healthy Dining Trends – US, July 2014
report, 28% of consumers mentioned that they would be willing to order traditional items made
with healthier ingredients. For sandwiches, subs, and wraps, promoting natural ingredients,
allowing for bread substitutions, and allowing sandwiches to become a salad can boost a brand’s
health perception with its consumers. Mintel states, “consumers are more receptive to paying
more for sandwiches if it allows for customization, uses natural ingredients, and is overall more
wholesome to consume compared to traditional sandwiches” (LSR: Sandwiches, Subs and Wraps
Concepts).
There are three possible target markets segments, college students attending an institution
within the area of the Shredwich location, professionals that work in the offices in close
proximity to the restaurant, and local residents of the area that are willing to try new food
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options. For these entirely different possible target markets, location is a key component due to
the convenience factor. As Mintel states, “consumers place increased pressure on fast casual
restaurants in terms of value-added attributes compared to quick service and casual dining
restaurants” (Fast Casual Restaurants).
The first target market consists of college students attending colleges in the close area
such as: Villanova University (7,118 undergraduate students), Cabrini College (1,406
undergraduate students), Eastern University (2,402 undergraduate students), and Valley Forge
Military Academy (318 students). There are around 11,244 students in the area that could be
considered potential clients within the target market. These students’ ages range from 17-24,
putting them in the millennial generation. They reside within the area, either on campus, off
campus, or commuting to their respective schools. This target market is potentially worthwhile.
For example, if 10% of Villanova students, the largest student population of these schools, were
to come into Shredwich once, it would bring in $7,500 in revenue. Should 500 students come
back a second time, an additional $3,500 in revenue is generated.
“Quality is important when buying personal electronics (52%) and when choosing a
restaurant to dine in (46%). In sectors with higher price points and those who deliver a special
experience, quality of products and services are less negotiable” (Lifestyle of Millennials). This
provides insights on how this target market thrives to obtain meals of higher quality, unlike the
ones provided by college cafeterias or quick services establishments.
Millennials grew up along with the development of technology; therefore, they are really
dependent and make use of the Internet more than any other group. Most of them own a
smartphone with data plans or are usually connected to a Wi-Fi hotspot (Lifestyle of
Millennials). This means that they look for mobile friendly websites and enjoy the usage of
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applications. The millennials are the most tech-dependent generation in the U.S., they surpass the
average group in every measure of technology, meaning that most of their information comes
from social media, and the Internet (Marketing to Millennials).
Since they attend a college or high school they are usually surrounded by peers of the
same age. Therefore the target market usually performs activities in at least a group of two
people. They are rarely alone. As Mintel states, “Nearly a fifth of Millennials indicate that their
opinions are influential among their peers, rising to over a fifth among Younger Millennial men”
(Lifestyle of Millennials). This also includes the usage of social media and the content created by
their peers.
The second possible target market consists of professionals that work within the area.
Shredwich is located in St. David’s, PA in a shopping center. Although this area seems to be a
lot more residential than commercial, there are a few offices located around the restaurant
location. The owner of the restaurant pointed out that there are a few people that work in the
offices nearby that frequently stop by and grab lunch at Shredwich. These consumers are mostly
professional men and women with a wide age range between 27-45. This group of people ranges
from all different backgrounds, and they all work within different industries. The offices around
this area include several business management groups, attorney offices, Main Line Health
corporate office, and city government office of Radnor Township, among others.
The last possible target market involves a location factor. These are families or couples
that live within the area and drive by the Shredwich location on a regular basis. According to
PRIZM, most of these people are wealthy, upscale middle-aged couples without kids (Prizm). It
is highly likely that they stop by ShredWhich because they are driving by, or shopping at Bed,
Bath & Beyond, TJ Maxx, or Giant.
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SWOT Analysis and Strategic Direction
STRENGTHS WEAKNESSES
● Fresh, natural ingredients ● Customization ● Fundraising options
○ 50% of proceeds go to organization
● Catering options ● Take-out service
○ Online ordering, in-store pickup
● Open-kitchen concept ● All-inclusive pricing ● Promotions
○ Buy-One-Get-One coupons ○ College Night (Mondays) ○ Create Your Own Sandwich
contest ● Environment
○ Fun, modern, trendy ○ Wifi
● Customer Service ○ Trained, professional, friendly
staff
● Lack of awareness ● Low social media following ● Not a unique model ● No delivery ● Little press coverage ● Students inability to travel
○ Lack of cars (freshmen) ○ Shuttle buses do not come to
the shopping center
OPPORTUNITIES THREATS
● Location ○ Local colleges in the area ○ Potential for increased revenue ○ Shopping center traffic
● Customer desire for more convenient service ○ Delivery ○ Car-side service ○ GrubHub
● Loyalty program ● Industry
○ Fast-growing ○ Potential for more loyal
customers
● Intense competition ○ Chipotle ○ HoneyGrow ○ Panera Bread
● Academic calendar ○ Summer/Winter breaks
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Strategic Direction
For the strategic direction, a weakness, lack of awareness, will be turned into a strength
by building awareness amongst the target market. This weakness has the most fiscal and overall
potential, as it will familiarize potential customers with the brand and the products it offers.
Objectives
Marketing Objective
● Increase transactions from 217 average daily transactions to 275 average daily
transactions by June 1, 2016.
Communication Objectives
● Drive store traffic by 25% by June 1, 2016.
● Get three press mentions by June 1, 2016.
● Increase social media following on Facebook to 5,000 likes, on Instagram to 2,500
followers, on Twitter to 2,500 followers by June 1, 2016.
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Target Markets (Publics)
The target market chosen was local college students. Based off the rationale in the
consumer market section as well as the opinion of the client, this was the choice that was decided
as having the most potential.
Meet Will:
Will is a sophomore, 19-year-old student at Villanova University. He is an undecided
business major, very involved on campus. He plays intramural basketball and is part of the
International Business Society. He lives in a 5-bedroom house with four of his best friends, they
all met freshman year and have been inseparable ever since. He does not know much about
cooking besides the basics (pasta, mac and cheese, frozen dinners), however he goes to the gym
on a regular basis to try to stay in shape. Will does not remember the last time he ate soup or ate
a steak. Will takes five classes with a total of 31 credits and he likes to keep busy although he
does not spend his days in the library. He does not make the Dean’s List, however he is above
average in most of his classes. Will really enjoys Twitter, he utilizes it a lot because he likes to
consider himself a very funny guy. He also really likes following sports on Twitter because it is
real time information, if he is not close to the T.V. On his weekends and free time he likes to go
out with his friends on Thursdays, Fridays and Saturdays and he is considered a popular kid on
campus.When he walks around the campus, and even in off-campus locations there always
seems to be someone that knows Will. Music is really important for him, he really enjoys EDM
music, and all the Top Hits. Spotify is his best friend, he has it on both his computer and his
phone. Although his roommates are his best friends, he does not have a set group of friends, he
hangs out with a lot of different people. He drives his parents old car, and out of his friend group
he and his one roommate drive everyone else most of the time. He likes to be adventurous. He
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also has a bike and a long board he uses when the weather is nice. Since he is on a budget he
tries to keep his meals under $8, and tries to get as much free food from campus activities as
possible. He has an on-campus job at the bookstore, which he enjoys because he gets to know all
the people coming through the store, he also gets a discount on all the school gear
For this particular market, the connector list includes a few publications and media at
Villanova University, as well as a wide range of students felt to fit the campus rep program
because of their key influences. Some of the organizations they are from include club sports
teams, academic societies, sororities, volunteer groups, orientation leaders and members of the
student government. See Appendix B for the full connector list.
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Positioning Statement
For millennials, Shredwich is the one fast casual restaurant that provides complete customization
without pricey add-ons, unlike Chipotle, which provides high quality “food with integrity.”
Brand Message
What is Shredwich?
- Shredwich is fun and flexible. We are all about customization, unlimited toppings, and
trying new things.
- Shredwich is never careless. We feel it is our responsibility to provide the highest quality
fair grown food to our customers. We try in every way to limit our detrimental effect on our
environment. We always recycle and use as many post recycled products as possible.
- We like to give back to our community whenever possible through our comprehensive
fundraising program. Shredwich truly cares.
- Shredwich is innovative. We are a concept like no other: we make everything in house and
are proud of our open kitchen, which displays our commitment to quality food with no
secrets. We stand out in a crowd of unhealthy, greasy food.
- Shredwich is never boring. Both workers and customers alike are excited about the
company. The environment is never dull, with cheerful music and endless chatter and
friendliness.
- Shredwich is personal. We care about our customers. We want to get to know them. We
view them not only as consumers of our product, but members of the community that we
love and want to get to know. As a singular store, we have the time and devotion to making
and growing relationships with our customers.
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- Shredwich is never seen as “the last resort”. Customers view Shredwich as a preference.
They truly want to come to our restaurant and look forward to the convenience, food, and
environment that we offer.
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PR Recommendations (Tactics)
The recommendation to build awareness is to hold an all day on campus takeover at
Villanova University on Thursday, September 24. This event will be held on Sheehan Beach,
which is the large front lawn on campus. It acts as the ushering in of a campus rep program that
will be initiated at the school. The event is intended to highlight the customization of Shredwich
and the diversity of the student body. This event will be called The Shredwich MyMix Takeover.
While awareness is needed at other schools, such as Cabrini College, Eastern University, and
Valley Forge Military Academy, this would be a trial run that would eventually be implemented
at these campuses at a later date and time. Villanova University was chosen because of the larger
student body and student organizations. Its close proximity to Shredwich makes it a viable
option.
This is a self-produced event that is intended to be a surprise for students. There will be
no publicity leading up to the event as it is meant to be an unexpected takeover, prompting buzz
on campus and social media mentions. However, on the day of and weeks following, the hashtag
#MyMix will be promoted and used by students and reps to create a social conversation with the
audience. See Appendix C for the campaign calendar and course of action.
Campus Rep Program
Two hundred and fifty campus reps will be chosen based on their influence on campus.
The qualities of a Shredwich campus rep will be: active involvement on campus and being
recognizable to the student population. Examples include presidents of Greek life, orientation
leaders, athletes, and general club leaders. See Appendix B for the connector list, which includes
samples of potential campus reps chosen for their large sphere of influence. These campus reps
will be reached out to via personal invitation. See invitation below.
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Compensation for participating in this campus rep program will be a member card where the rep
will get half off Shredwich each visit for each semester of involvement.
For the day of the event, the role of the campus reps will be to wear a t-shirt designed to
promote the My Mix Takeover. The quantity of reps in this shirt on this day will grab the
attention of the student body and create buzz amongst students. Shredwich aims to support
individuality and customization, thus the shirts will highlight the uniqueness of each campus rep.
The mockup of the shirt is below.
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Student reps will fill out what their role on campus is and what they like to customize their meal
with at Shredwich. This is done to create a personal touch for each campus rep.
Day of Event
At 9:00 am on September 24th, the entire campus will be taken over by green and orange
Shredwich inspired decorations. There will be a balloon drop in the two cafeterias on campus. At
the end of each balloon will be a postcard featuring a picture of one of the campus reps holding a
sign stating what their personal mix is. It will also direct the students to the event on Sheehan
Beach. Lawn signs will be placed outside of dorms and on various pathways on campus bearing
Shredwich’s logo and the MyMix hashtag. A green and orange balloon arch will be placed at the
entrance of Sheehan lawn to signify the location of the activities. A student DJ, one of the
campus reps, will be playing music throughout the event to create a fun and lively atmosphere.
A Shredwich catering tent will be located on the lawn all day so that students can sample
the sandwiches and experience the customizability that Shredwich offers. A step and repeat
backdrop featuring Shredwich’s logo will be in the center of the lawn. A whiteboard and markers
will be provided, and students are encouraged to write their own MyMix, celebrating what makes
them unique. A photographer will be there the day of the event to capture the students
individually or with their friends in front of the backdrop. There will be an Instagram
competition where students can win by following Shredwich on Instagram and posting their
picture from the photoshoot using the hashtag #MyMix. A winner will be randomly selected a
week later and win a $25 gift card to Shredwich.
A sandwich eating contest will take place at 1 pm. Students have the option of
participating in this four round event. Whoever can eat their customized sandwich in the fastest
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amount of time will move onto the next round. A championship round will occur with the four
winners. The ultimate winner will receive a $25 gift card to Shredwich.
The next activity is the shredding money machine. One student at a time will enter the
machine that is filled with shredded white paper. Once they are in the machine, the air turns on
and the shreds fly for thirty seconds. There will be one orange shred that needs to be collected.
The student that comes out with the orange shred wins one free side and drink at their next visit.
The event concludes at 4 pm and cleanup will start.
Schedule of The Day
10:00 AM
Event Set-Up
11:00 AM
Event begins with catering tent and MyMix photographs with backdrop MyMix t shirt giveaway Student DJ
12:00 PM
Catering Tent Photo session Student DJ
1:00 PM
Catering Tent Sandwich eating contest Student DJ Photo session
2:00 PM
Shredding Money Machine Student DJ Photo session
3:00 PM
Shredding Money Machine Student DJ Photo Session
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4:00 PM
Event Ends
Social Media Campaign
The main event is in September. The MyMix social media campaign will run through the
year. Campus reps will also be responsible for posting about Shredwich throughout the year.
Facebook posts will be promoted to college students throughout the campaign. Content will also
vary depending on user-generated content, reposting, retweeting and at replies, which will be
utilized to engage the audience. A mockup of the social media content for the month after the
event can be seen below. These are meant to be a supplement to the already existing social media
content that Shredwich produces. The Facebook mockups below will be the paid promoted posts
on Facebook.
Twitter Content Calendar
Day Tweet
September 25th Had fun yesterday? Share your pictures with us and be part of our Hall of Fame #MyMix
September 26th Remember Thursday? We do too! Come get your favorite #MyMix
September 27th If eating shredded meat is wrong, then I don’t want to be right #MyMix
September 28th It’s Monday, and we are feeling a little blue. So we are adding some blue cheese to our salad. What are you adding today? #MyMix
September 29th People say you are what you eat, I don’t remember eating a bowl of awesomeness. Oh wait, I do remember #MyMix
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September 30th What makes you, you? #replytweet #MyMix
October 2nd Halloween is coming up. We hope your costumes are as unique as our creations! #MyMix
October 3rd
October 4th What topping would you add to your meal this fall? #replytweet #MyMix
October 30th What’s scarier than a ghost? Taking your last bite of Shredwich #MyMix
Facebook Mock Ups
1. September 25
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Press Tactics
A press kit about the MyMix event will be sent to the connectors via personal pitch a
week before the event. This information will be embargoed, as the event is a surprise, and
coverage is not wanted before the takeover. The connectors will be offered exclusives as
incentive to cover the event. These will include: an interview with Steve, behind-the-scenes
access of setup and day of activities. The press kit can be seen below.
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SHREDWICH HOSTS MY MIX CAMPUS TAKEOVER AT VILLANOVA UNIVERSITY ON SEPTEMBER 24TH
Restaurant Strengthens Ties with College Campus in All Day Event
ST. DAVID’S, PA—September 24, 2015—Shredwich is happy to announce their MyMix Campus takeover at Villanova University on Thursday, September 24th from 11am to 4pm. The surprise takeover ushers in Shredwich’s new campaign entitled MyMix, focused on celebrating the uniqueness of the student body. Students will be encouraged to celebrate the qualities and activities they are involved in that sets them apart by participating in all day activities on Sheehan Beach. A new activity will be hosted every hour and include a sandwich eating contest, photo session, and shredded paper money machine. The event will also include a food truck all day and music by a student dj.
The event acts as the kickoff of their new Campus Rep program, comprised of a diverse group of Villanova students. In celebration of their personal distinctiveness and Shredwich’s customizability, students will takeover the entire campus in MyMix shirts; filling them in with their own personal mix, what makes them different and what they put on their order from Shredwich.
“We love to be involved in the surrounding universities, and we felt that this surprise, all day event for Villanova University college students, would be a great way to show our gratitude for their business,” said Shredwich creator and founder Steve Hettinger. “Our campus reps and the other students at Villanova all have such distinctive traits and we want them all to celebrate their own personal mix!”
Students will wake up to a Shredwich transformed campus, with orange and green decorations in all the busiest locations at the university. The complete takeover will provide students with a sense of the fun and personal identity of the brand.
About Shredwich Shredwich is a unique fast casual restaurant known for offering shredded meats on sandwiches, bowls, and salads and more. Opening in October of 2014, Shredwich has been serving the St. David’s, Pennsylvania area with high quality, great tasting, food for a year. All food is cooked in-house in our open kitchen, with meats being roasted for ten hours and shredded by hand. Shredwich combines delicious food with great value and a high-energy, fun environment.
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PRESS RELEASE EMBARGOED UNTIL Contact September 24, 2015 Lauren Carroll - Prestige PR 610-608-0983 [email protected]
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FAQ Contact Lauren Carroll – Prestige PR 610-608-0983 [email protected]
Shredwich Frequently Asked Questions
What is Shredwich? A unique, fast casual dining concept devoted to high quality shredded meats and a customizable style of dining.
What is Shredwich’s mission? Our mission is to solve one of the obstacles in today’s fast-pace lifestyle by providing our customers with a fast, fresh meal that is created quickly by our friendly staff and can be enjoyed in a stress-free dining environment. We aim to provide our customers with all natural meals that are nutritious and completely customizable, while maintaining an affordable price.
When was Shredwich founded?
Shredwich was founded in October 2014.
Do you accept NovaBucks?
Yes, we accept NovaBucks and proudly support Villanova University.
Do you have a fundraising program?
Yes, we do. Local non-profits and clubs from local universities can host events with our restaurant where 50% of the proceeds made from the day will be given to the organization.
What is MyMix?
MyMix is a campaign aimed at college students that is designed to highlight the customization of Shredwich and the diversity of the student body. This campaign has been implemented on Villanova University and we aim to spread it to other local universities such as Cabrini College, Eastern University, and Valley Forge Military Academy.
Do you have a college student ambassador program?
A large component of the MyMix campaign is incorporating a student ambassador program on local campuses. Student ambassadors are chosen for their involvement on campus and personal uniqueness. We currently have a student ambassador program at Villanova University featuring students from different organizations. We aim to implement programs at other local universities in the future.
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BACKGROUNDER Contact Lauren Carroll - Prestige PR 610-608-0983 [email protected]
Our Story
Shredwich first opened its doors in October 2014 in the Wayne, Pennsylvania area. As a part of the ever-growing fast casual market, Shredwich offers a build-your-own style of dining revolving around hand-shredded, high quality meats with hot and cold toppings in sandwiches, bowls, and salads. Food served at Shredwich is all cooked in house, with meats being slow roasted for ten hours prior to serving and nine homemade dressings as well as 14 toppings available for customization. They also offer “Classics,” pre-created orders for those who do not want to customize their order. Designed to be inclusive for all, we also offer tofu and other vegetarian options.
Creator and founder of Shredwich, Steve Hettinger, comes from a restaurant owning family and grew up around the business—his father owns Viva Bistro in Wyomissing. With a passion for serving high quality, great tasting food in a stress-free environment, Shredwich was born. The name, a play on words, was designed to let even new customers understand our concept upon hearing the word Shredwich. The logo, with bright, noticeable colors reflects the atmosphere they provide, one that is fun and lively, a place people truly want to spend time in. Shredwich aims to inspire the customers to Be Hot, Be Fresh, and Be Creative, both in their food choices and their life.
Steve chose the Wayne area for the location of Shredwich due to its strong community filled with students, businessmen and women, and families. Devoted to bettering the community Shredwich is located in, they host fundraising drives for local non-profits in which 50% of the proceeds from the day go to the organization. Shredwich is never careless. Giving back to the community is a priority, and they always aim to limit their detrimental effect on the environment through recycling and recycled products.
Shredwich is personal. They care about their customers. They want to get to know them. They view them not only as consumers of the product, but members of the community that Shredwich loves and wants to get to know. As a singular store, Shredwich has the time and devotion to making and growing relationships with our customers.
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FACT SHEET Contact Lauren Carroll - Prestige PR 610-608-0983 [email protected]
Founded: October 2014 by Steve Hettinger
Mission: The mission is to solve one of the obstacles in today’s fact-pace lifestyle by providing the customers with a fast, fresh meal that is created quickly by the friendly staff and can be enjoyed in a stress-free dining environment. Shredwich aims to provide the customers with all natural meals that are nutritious and completely customizable, while maintaining an affordable price.
Food:
• High quality • All natural • House-made sauces and dressings • Choice of sandwich, salad, or rice
bowl • Fresh baked bread • 100% Hand Shredded • Chicken, Turkey, Pork, Beef, Tofu
Our Guests:
• College students • Business professionals • Local residents
Taste: • Flavorful • Tender • Moist
Quick Facts:
• Single store • Social Media o https://www.facebook.com/Shredwich o Twitter: @Shredwich1 o Instagram: @Shredwich
• Open 11am – 10pm • St. David’s Square
550 East Lancaster Avenue St. David’s, PA 19087
• Phone number: 610-688-5700 • Fax number: 610-688-5701 • www.Shredwich.com
Leadership Team:
• Owner & Team Leader Steve Hettinger:
o [email protected] Social Responsibility:
• Purchase from suppliers who offer local farm’s produce
• 100% natural, hormone and steroid free meats.
• Recycling program • Non-profit fundraisers (50% of sales
given)
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Strategic Direction
As previously mentioned, the goal of the event is to increase awareness. This plan
addresses this goal by getting exposure of the brand to a potential of 7,000 college students
through an interactive and beneficial campaign. Each activity is carefully planned to encourage
participation amongst students and to align the customization of Shredwich with the celebration
of unique aspects of the student body. Spreading the MyMix hashtag and promoting user-
friendly contests will also increase Shredwich’s social media presence, one of the
communications objectives set earlier. This event is a trial run for future similar events at other
local campuses. Implementation of these events across the campuses will reach a large number
of the potential target market and increase awareness. This increase will in turn drive traffic to
the store on a daily basis, increasing transactions and addressing the identified marketing
objective. The large and widespread nature of the event will ideally result in press mentions,
another communication objective previously identified.
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Timeline and Budget
Timing
This event will take place on September 24, 2015 from 10am - 4pm. This will target the
college students early on in the school year so they can build awareness of Shredwich and
continue to visit them during the year. This time was chosen because of the heavy traffic of
students on campus.
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Budget
Description Category Cost Catering Food/Entertainment $8,500
Tent Food/Entertainment $1,000 Money Machine Food/Entertainment $795 Miscellaneous Food/Entertainment $500
Student DJ Food/Entertainment $150 Table (Qty. 4) Food/Entertainment $32
T-Shirts Campaign $2,400 Promoted Posts (See Social Media Calendar for Details)
Campaign $2,000
Student Photographer Campaign $500 Step and Repeat (8x12) Campaign $380 Press Kit (Traditional) Campaign $200 Invitations (Qty. 200) Campaign $160 White Board (Qty. 3) Campaign $57
Balloon Arch Awareness $275 Yard Signs Awareness $70
Single Balloons (Qty. 600) Awareness $120 Banner Awareness $60 Total All $17,199
My Mix Budget
Food/Entertainment
Campaign
Awareness
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Measurement and Analysis
Success for awareness will be measured by looking at transactions in the store, checking
social media metrics and analytics, measuring online interaction between customers and
Shredwich’s social media accounts, as well as tracking media mentions by creating a Google
alert for the words Shredwich and MyMix. After the event, social media analytics will be
monitored once a week and noted so that progress can be tracked.
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Appendices
Appendix A: Social Media Following
Shredwich 381 43 48
Panera 2.6 million 348 K 44.9 K
Chipotle 2.4 million 647 K 174 K
Honeygrow 3.5 K 4.2 K 3 K
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Appendix B: The Connector List
Media Connector #1: The Villanovan
Type of medium/organization Official Student Newspaper of Villanova University
Number of readers/followers 677 Facebook likes, 1,724 Twitter followers. Students and faculty are the main readers of this publication.
Demographics of readers/followers Weekly circulation of approximately 5,000 copies on campus. (Villanova.edu)
Name of connector/contact Features editors, Sophia Pizzi and Brett Klein
Contact Information Sophia’s email: [email protected] Brett’s email: [email protected] Mailing address: 800 East Lancaster Avenue, Villanova, PA 19085
Reason for Inclusion Villanova’s student newspaper is a great place to get an article written on about Shredwich. It reaches the entire campus and could drive students in to dine. Having a connection with the student newspaper would be worthwhile, since about 6,000 students get their news from this source.
Websites/Social Media Links Website: http://www.villanovan.com Facebook: The Villanovan Twitter: @TheVillanovan
Media Connector #2: WXVU (Villanova Radio)
Type of medium/organization Official Radio of Villanova University
Number of readers/followers 326 Facebook likes (Facebook), 908 Twitter followers (Twitter)
Demographics of readers/followers Villanova students and faculty
Name of connector/contact Emily Balog, Head of Promotions (wxvu.com)
Contact Information Emily’s Email: [email protected], Radio Stations email: [email protected] Mailing Address: 210 Dougherty Hall 800 Lancaster
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Ave. Villanova PA 19085 Phone: 610-519-7200 Emily’s LinkedIn
Reason for Inclusion The target audience listens to this radio station. From hearing about Shredwich on radio, students may be more inclined to try it. Word of mouth would also be created and spread.
Websites/Social Media Links Website: http://wxvumusic.wix.com/wxvu Facebook: wxvuvillanovaradio Twitter: @wxvu
Media Connector #3: FYI Philly (6ABC)
Type of medium/organization News program on WPVI-TV
Demographics of readers/followers 13,000 Facebook Likes (Facebook), 2,927 Twitter Followers (Twitter), 1,312 Instagram Followers (Instagram)
Name of connector/contact Karen Rogers, Reporter Alicia Vitarelli, Reporter
Contact Information Karen: Email: [email protected] Number: (215)-581-4665 Alicia: Email: [email protected] Number: (215)-878-9700
Reason for Inclusion While the target market may not consume news media on a regular basis, FYI Philly posts all their clips on their website, all of which are shareable through social media. The spread of the clips via social media often reach the target market. FYI Philly covers various events and things to do in Philadelphia and its suburbs. The My Mix Event could be of interest to them.
Websites/Social Media Links Website: http://6abc.com/fyi/ Facebook: https://www.facebook.com/FYIPhilly?ref=br_tf
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Twitter: https://twitter.com/6abcfyiphilly Instagram: https://instagram.com/6abcfyiphilly/
Non-Media Connector #1: Sororities at Villanova University
Type of medium/organization Formal Organization
Demographics of readers/followers Greek Life at Villanova (All nine sororities and eight fraternities) and local chapters in the area.
Number of readers/followers Facebook has 1,738 followers, Twitter has 930 followers.
Name of connector/contact Phil O’Neill, Assistant Director for Office of Sorority and Fraternity Life. Sororities: Alpha Phi: President, Margaret Bayliss Alpha Chi Omega: President, Prentice Butterworth Alpha Gamma Delta: President, Megan Maher Chi Omega: President, Meg Kuharich Delta Delta Delta: President, Olivia Genereux
Delta Gamma: Madie McCormick Kappa Delta: President, Christine Randazzo Kappa Kappa Gamma: President, Alison Sinicropi Pi Beta Phi: President, Kylie Farrell
Contact Info Email: [email protected] Phone: (610)-519-7280 Margaret Baylisst: [email protected] Prentice Butterworth: [email protected] Megan Maher: [email protected] Delta Delta Delta: [email protected]
Reason for inclusion Forming a partnership with Greek Life at Villanova will attract a whole set of college students to Shredwich, just as the partnership with Athletics did. Sororities cater various events and if Shredwich was used, word of mouth would spread.
Website/Social Media links Website: www1.villanova.edu/ studentlife/greeklife.html Chapters:
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http://www1.villanova.edu/villanova/studentlife/greeklife/chapters.html Facebook: VUGreekLife Twitter: @VUGreekLife Alpha Phi website: http://www.alphaphivillanova.com Alpha Chi Omega website: https://axozetatau.wordpress.com Alpha Gamma Delta website: https://websites.omegafi.com/omegaws/alphagammadeltavillanova// Chi Omega website: http://chiomega-iotalambda.tumblr.com Delta Delta Delta website: http://villanova.tridelta.org Kappa Delta website: http://kappadeltavu.wix.com/etatheta#!members/c11m6 Kappa Kappa Gamma website: http://chapters.kappakappagamma.org/zetaiota/ Pi Beta Phi website: https://www.pibetaphi.org/pibetaphi/villanova/
Non-Media Connector #2: Villanova Athletic Director
Type of medium/organization Villanova Athletic Director
Demographics of readers/followers Villanova athletes, fans, and students
Number of readers/followers 8,943 fans per game (VUHoops.com)
Name of connector/contact Vincent Nicastro
Contact Info Department of Athletics 800 Lancaster Ave Villanova PA, 19085 (610) 519-4410 [email protected]
Reason for inclusion: Forming a sponsorship with Villanova’s Athletic Department would allow Shredwich to spread awareness at the sporting events held on campus. This would reach a good portion of the target market.
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Website/Social Media Links www.villanova.com www.vuhoops.com https://www.facebook.com/VillanovaAthletics https://twitter.com/Novaathletics https://instagram.com/novaathletics/
Non-Media Connector #3: Villanova Student DJ
Type of medium/organization Student DJ
Demographics of readers/followers Villanova students, Ben’s family, friends, and fans
Name of connector/contact Ben Hoffman, Junior
Contact Info Cell Phone: (412)-715-6007 Email: [email protected]
Reason for inclusion: Ben, one of the MyMix campus reps, would DJ the entire event. Using a student DJ would provide familiarity to students as well as provide great live music.
Website/Social Media Links Facebook: https://www.facebook.com/benedict.hoffman
Non-Media Connector #4: Villanova Orientation Leader
Type of medium/organization Orientation Leader
Name of connector/contact Brian Cali
Contact Info Cell Phone: (731)-580-6557 Email: [email protected]
Reason for inclusion: Since orientation leaders are very well known around campus, choosing Brian is a smart choice. Brian is a senior at Villanova, so he has made an impact on various students during his time as an orientation leader.
Website/Social Media Links Email: [email protected] Facebook: https://www.facebook.com/bcali?fref=ts Twitter: https://twitter.com/bcali1
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Non-Media Connector #5: Villanova University Club Baseball President
Type of medium/organization Villanova University Club Baseball
Name of connector/contact Cormac Sullivan
Contact Info Email: [email protected] Facebook: https://www.facebook.com/cormac.sullivan.9?fref=ts
Reason for inclusion Having the captain of a club sports team as a MyMix campus rep would attract a large set of students who are on the team as well as fans of the team.
Non-Media Connector #6: Leader of Phi Sigma Pi National Honors Fraternity
Type of medium/organization Phi Sigma Pi National Honors Fraternity
Name of connector/contact Jeffrey Schumacher, Leader
Contact Info Email: [email protected] Twitter Handle:@phisigmapi_nova Facebook: https://www.facebook.com/pages/Phi-Sigma-Pi-Epsilon-Tau-Chapter/173563916024243 Website: http://phisigmapi-epsilontau.moonfruit.com/contact-us/4582458964
# of Followers 187 Facebook likes, 173 Twitter followers
Reason for inclusion Having a leader of an honors fraternity be a MyMix rep furthers the reach to the student body. Phi Sigma Pi National Honors Fraternity focus on leadership, fellowship, and service; adding to the mix of each rep.
Non-Media Connector #7: Villanova Band Member
Type of medium/organization Villanova Band
Name of connector/contact Roxanne Chalifoux “The Flute Girl”
Contact Info Twitter Handle:@roxiechalifoxie Facebook: https://www.facebook.com/roxanne.chalifoux.9?fref
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=ts Website: http://vuband.com
# of Followers 2,500 Twitter Followers
Reason for inclusion The Villanova Band members are another aspect of the student body that will enhance the campus rep program. Roxanne, known from her infamous crying while playing the piccolo during the NCAA tournament, is a recognizable face for students. Having her be an rep for the MyMix Event would be useful.
Non-Media Connector #8: Residence Life Manager
Type of medium/organization Villanova Residence Life Manager
Name of connector/contact Alissa Perez, Residence Management of “South Campus”
Contact Info Email: [email protected] Personal Facebook: https://www.facebook.com/alissa.perez.33?fref=ts Residence Life Facebook: https://www.facebook.com/VillanovaResidenceLife Twitter: @ajperez113
Reason for inclusion Residence Life is a huge collection of students and faculty on Villanova’s campus. Whether it is being an RA to underclassman or an area coordinator, these faces are recognized on campus. Alissa could be a liaison of information about the MyMix Events to the students on Villanova’s South Campus.
Non-Media Connector #9: Festival Director of Special Olympics
Type of medium/organization Festival Director for Special Olympics
Name of connector/contact Bobby Reiff
Contact Info Email: [email protected] Facebook: https://www.facebook.com/bobby.reiff.39
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Reason for inclusion Special Olympics at Villanova is the largest student-run special olympics event in the world (Villanova.edu). There are 90 students on the committee, Bobby being the 2015 Festival Director. Having Bobby be a campus rep for the MyMix Event would be a great opportunity to have students recognize him as well as bring all of the other student volunteers to this event.
Non-Media Connector #10: President of Villanova’s Spanish Club
Type of medium/organization Spanish Club
Name of connector/contact President, Brigid Connolly
Contact Info Email: [email protected] LinkedIn: https://www.linkedin.com/pub/brigid-connolly/80/607/8a9
Reason for inclusion Reaching out to different academic clubs is important to reach the entire student body to give them the opportunity to be a campus rep for Shredwich. The Spanish Club is run by Brigid Connolly, who also is a tutor on Villanova’s campus. By being an rep for the MyMix Event, various students will be reached.
Non-Media Connector #11: Editor of the Belle Air Yearbook
Type of medium/organization Villanova’s Yearbook
Name of connector/contact Darcy McLaughlin
Contact Info Email: [email protected] LinkedIn:https://www.linkedin.com/in/darcymclaughlin
Reason for inclusion Darcy is committed to creating a book that captures all of the memories that happened for the year at Villanova. Being a campus rep for the MyMix event firsthand will reach to students that are also on the yearbook staff, as well as provide an amazing experience that could be chronicled in the yearbook.
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Non-Media Connector #12: Women’s Club Soccer Captain
Type of medium/organization Women’s Club Soccer
Name of connector/contact Erin Frazier
Contact Info Email: [email protected] Twitter Handle: @Efraz04 Facebook: https://www.facebook.com/erin.frazier.395
Reason for inclusion Club sports are a large part of Villanova’s campus. Including a captain of a women’s team is important to the diverse campus rep group. Erin is a great example of a student involved in many activities - the perfect combination for a MyMix campus rep.
Non-Media Connector #13: Member of the Villanova Acapella Group
Type of medium/organization Supernovas, a Co-ed Acapella Group
Name of connector/contact Eric Stoll, President
Contact Info Email: [email protected] Website: http://villanovasupernovas.wix.com/welcome Twitter Handle: @VUSupernovas Facebook: https://www.facebook.com/pages/Villanova-Supernovas/121582921209666
# of Followers 1,120 Facebook Likes, 129 Twitter Followers
Reason for inclusion This acapella group performs at various events at Villanova throughout the year, including basketball games, Special Olympics, and their very own concerts. Having the president, Eric Stoll, be a campus rep for the MyMix Event, their fans and friends will recognize him and want to participate as well.
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Non-Media Connector #14: Member of Villanova Crossfit Club
Type of medium/organization Villanova Crossfit
Name of connector/contact Andrew Wilt
Contact Info Email: [email protected] Phone: (908)-531-0916 Facebook: https://www.facebook.com/andrew.wilt?fref=ts
Reason for inclusion Crossfit is a growing trend, especially on college campuses. Andrew could reach those in the program, as well as other students interested in Crossfit. Andrew also participates in club tennis. He is a great pick for a campus rep for the MyMix event.
Non-Media Connector #15: Leader of Villanova Buddies
Type of medium/organization Villanova Buddies (Global Volunteer Movement)
Name of connector/contact Amy McCarthy
Contact Info Email: [email protected] Twitter Handle: Facebook: LinkedIn:https://www.linkedin.com/pub/amy-mccarthy/68/358/687
Reason for inclusion In addition to being the president of Villanova Buddies, Amy is a member of a sorority (Kappa Delta) as well as a business honors society, a site leader for service sites, as well as various other things. Being very involved on campus makes Amy the perfect fit for a campus rep.
Non-Media Connector #16: Student Body President
Type of medium/organization Student Government
Name of connector/contact Student Body President, Doug Jadis
Contact Info Email: [email protected]
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Twitter Handle:@thelatestwjadis LinkedIn: https://www.linkedin.com/pub/doug-jadis/64/931/bb2
# of Followers 359 Twitter Followers
Reason for inclusion The student body president has the ability to reach the entire student body. Doug is a great person to be a campus rep because of that fact.
Non-Media Connector #17: President of Habitat for Humanity
Type of medium/organization Habitat For Humanity
Name of connector/contact Marissa Cucinotta
Contact Info Email: [email protected]. Website: http://www1.villanova.edu/villanova/mission/campusministry/service/volunteer/habitat.html Facebook: https://www.facebook.com/VUH4HCampusChapter
Reason for inclusion Habitat for Humanity at Villanova is a campus chapter of a bigger organization. Habitat for Humanity advocates for affordable housing. Marissa is on the executive board for Habitat for Humanity acting as the president. She is a great choice for a MyMix campus rep.
Non-Media Connector #18: President of Villanova Pre-Med Club
Type of medium/organization Villanova Pre-Medical Club
Name of connector/contact Bakhtawar Rana
Contact Info Email: [email protected] Personal Email: [email protected]
Reason for inclusion The Pre-Med club prepares students for future opportunities in the medical field. Villanova currently has a School of Nursing and a Health
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Professions Program. All of those students can be reached with the help of Bakhtawar.
Non-Media Connector #19: President of Villanova Accounting Society
Type of medium/organization Villanova Accounting Society
Name of connector/contact Caroline Sullivan
Contact Info Email: [email protected] Twitter Handle: @csullivan095
Reason for inclusion Villanova currently has a very popular Accounting Major in their business school. The Villanova Accounting Society contains various members that the MyMix Event will benefit from. Caroline Sullivan is the president for the society, making her the perfect campus rep.
Non-Media Connector #20: Her Campus Villanova
Type of medium/organization HerCampus, An Online Publication
Number of readers/followers 139 Facebook likes, 374 Twitter followers
Demographics of readers/followers Students are the main readers of this publication
Name of connector/contact Campus Correspondents Megan Cahill, Claire Peck
Contact Information Email: [email protected] Mailing address: 800 East Lancaster Avenue, Villanova, PA 19085
Reason for Inclusion Villanova’s HerCampus site is an online publication that posts content regularly. They offer a calendar of events, news articles, as well as campus celebrities. The MyMix Event could be featured in all of these varieties.
Websites/Social Media Links Website: http://www.hercampus.com/school/villanova Facebook: Her Campus Villanova Twitter: @HerCampusVillanova
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