Marketing Plan

Presented by:Pat Bickham and Dave Murphy

Patrick Bickham

• Marketing Advertising Double Major• Currently working at Taft&Partners Ad agency• 5+ year Army Veteran• 6+ years Marketing Advertising experience

David Murphy

• Marketing Advertising Double Major• 5+ year Army Veteran• 6+ years Marketing Advertising experience

Review of Goals

1. To increase awareness about the nutritional information in the food served.

2. Increase awareness about green initiatives and sustainable actions.

3. Effectively use social media to gain a following and to improve its service to customers.

4. Increase traffic to the restaurants and services provided. 5. Create a Bronc Buck Add on Campaign.6. Increase voluntary meal plans. 7. Increase check averages.

Target Audience

ARAMARK’s target Audience is Rider’s student body, which consists on college kids aged between 18 and older and commuting college students aged 18 and older.

SWOT Analysis

Strengths • Variety of services and products• Only dinning organization at Rider• Consistent dinning option for those

with a meal plan

Weaknesses• Minor social media footprint• Expensive in comparison to outside

establishments• Lacking commuter business• Low traffic at campusdish.com

Opportunities• Increase promotion & awareness• Go mobile• Create more variety in meal plans• Increase use of social media

Threats• Students creating their own meals • Outside establishments

Marketing Mix

ProductARAMARK is the sole provider of Riders restaurants, cafes and shops.

PricePrices vary for different products and services.

Place Rider University

Promotion ARAMARK has a website called campusdish which provides information about its meal plans and other services. They also are on Facebook and Twitter. ARAMARK also has retail promotions and events & contests at Daly’s.

Marketing Objectives

1. To achieve 15 percent increase in voluntary meal plan from fall to spring

2. Increase restaurant traffic by 25 percent by 2013

3. Increase awareness of events, promotions & meal plans

4. Double traffic to campus dish website

BIG IDEAS to Meet Those ObjectivesPat & Dave’s

Mobile Application

• Supports Green Initiative• Supports Acquisition of Social Media Followers• Supports Traffic of Campus Dish Nutrition Information• Bronc Buck Add on Campaign

Goals Reached

Home Menus by location QR Scanner for Nutritional Info Full meal info andEasy Ordering

Mobile Application

Mobile ApplicationQR Scanner for Nutritional Info

Mobile ApplicationFull meal info and

Easy Ordering

Deal Card

• Supports sales to Commuters• Supports Campus Dish Traffic (Today’s Menu)

Goals Reached

Table Stand/Eisel

• Supports Campus Dish Traffic• Supports Acquisition of Social Media Followers

Goals Reached

Events

• Supports Acquisition of Social Media Followers• Supports Green Initiative• Supports Overall Sales

Goals Reached

Host Events:

• Outdoor BBQ Day with Games• Guest Speaker Events• Talent Show

Social Media

• Supports Acquisition of Social Media Followers• Supports Green Initiative• Supports Overall Sales• Increases traffic

Goals Reached

Radio

• Supports Green Initiative• Supports Overall Sales

Goals Reached

Promoting through Radio

Questions

Questi ons?

Patrick BickhamPatBickham@gmail.comTwitter: @PatrickBickham

David MurphyTopWorldDesigns@Gmail.comTwitter: @TopWorldAds