tickle my ribs strategic campaign

Southern Meals on

Wheels

Henry CromptonKyle Graham

Katherine seguraallison ShamonTatiana suarez

Table of contents

The team Executive Summary

research

target audiencenarratives

The strategy

the campaign

tactics explained

Defining success and budget

3

4

7

13

18

22

27

32

The team

we are storytellers, strategic thinkers, dreamers, producers, and designers. We harness the power of creativity and technology to help our clients set

themselves apart in a consumer-controlled world.

Henry CromptonAccount Direcor

Kyle grahamcreative director

katherine seguramedia/engagement director

allison shamonresearch/planning director

tatiana suarezcontent/production director

executive summaryOver 1,000 first-year students move at the end of every August to Elon University. Over 50% of these students come from the north, mid-west, or west to experience a different part of the country; to assimilate and embrace North Carolina’s rich culture.

Then there are the students who have been at Elon for a couple years, grew up in the south, and do not want their North Carolina culture to be drowned in a northern school/atmosphere. They are nostalgic and on a college budget, and want nothing more than Grandma Sally’s comfort food on their dinner table.

And the busy soccer moms, cannot forget about them and their hungry children. After a long day of work, carpooling from band practice to the fields, all she wants is a hassle-free meal that her children will love. She wants to break the monotony of typical delivery options and support a local business that gives back to the community.

What are they to do?

Tickle-My-Ribs should capitalize on this new business opportunity. It has the potential to reach existing and new customers by implementing a delivery service. Through strategic planning and creative advertising, Jaguar Solutions will increase brand awareness of the only Southern Meal on Wheels

Situation AnalysisTickle-My-Ribs is year-old Carolina BBQ restaurant located in West Burlington, North Carolina. The restaurant provides a modern fast-casual dining experience, while staying true to the traditional tastes of Carolina BBQ. This differentiates the establishment from any other in the area. In order to expand its business and capitalize on the establishment’s modern feel, Tickle-My-Ribs is considering implementing a delivery service. This opportunity allows the restaurant to reach new customers and differentiate itself in the BBQ marketplace.

The big picture

elon students

General delivery

moms, office workers, etc.

“youth” ages14-18

high schoolersages 16-18

After considering the potential target markets for delivery service, the youth in Alamance County (ages 14-18) does not seem to be an audience that would give the restaurant the biggest bang for their buck. The demographic is more inclined to get out of the house, and drive to a local restaurant and meet their friends for dinner (now that they have their license!). Therefore, the campaign does not focus on this group.

We have considered the families who already dine at Tickle-My-Ribs, and who may find delivery appealing. This target audience may include the high school students mentioned above.

research

why researchThrough primary and secondary research, the team aimed to find food service trends, demographic insight and other key information that would drive the campaign. Through qualitative and quantitative information, key insights would be found to contribute to implementing a new delivery service to increase the restaurants profits. Another major component of the research conducted was to determine who would order delivery from Tickle-My-Ribs, and why they would choose BBQ cuisine over other more traditional delivery options, such as Italian or Chinese Food. Thus, the campaign will focus on the most profitable target audience.

research objectives• Determine target audience(s) for Tickle-My-Ribs’ delivery service.

• Discover the factors involved in choosing to order delivery.

• Gauge the benefits and opportunities of delivering BBQ from the client’s perspective.

• Uncover the channels the target segment uses to discover delivery services.

• Gain insight into the Carolina BBQ and delivery marketplaces within Alamance County.

secondary researchCONSUMERA study conducted by Compete showed that fifty-two percent of college students, in comparison to other demographics, order take-out or food through a delivery service at least once a week. This segment orders through smart phone applications or the company’s website where its easy to view the full menu, customize orders, and see current deals and promotions. These tech-savvy consumers will stray away from ordering pizza and Chinese food as long as deals are enticing and service is timely.

A secondary segment emerges that includes families, specifically mother’s who are beginning to order delivery more often. This audience listens to other mom’s through mommy blogs and word-of-mouth. They are more likely to listen to the advice of other mom’s over doctors and nutritionists. 33% of mom’s are looking to make fewer trips to the grocery store meaning delivery service can be a viable option for this target group. Additionally, they seek to support local brands and restaurants that are contributing to the community.

CATEGORYCarolina BBQ:Tickle-My-Ribs is broadly defined as a fast-casual restaurant in Burlington, and more specifically defined as a restaurant that serves Carolina BBQ. Tickle-My-Ribs conforms to the traditional tastes and flavors of Carolina BBQ yet veers away from the classic restaurant atmosphere.

Delivery:A delivery service refers to when a restaurant establishment

brings food directly to the customer. The service usually is contained to a certain radius around the restaurant and has a minimum delivery fee and driver fee.

secondary researchCOMPETITIONTickle-My-Ribs has two types of competitors: tangible and intangible. In regards to the tangible competitors, other restaurants, ranging from BBQ to Italian restaurants can be seen as significant adversaries. Specifically, restaurants, like Hursey’s Bar-B-Q and Stokely’s, have positive reputations for both taste and service that Tickle My Ribs is competing with. Both of these establishments use a traditional pit for cooking, giving their food a smoky taste. Other competitors include restaurants with delivery services. As a result, Tickle-My-Ribs is generally competing with larger chain restaurants that mainly deliver pizza/Italian style food, Chinese food, or classic American wings and fries cuisines. The second type of competitors are the intangibles. These competitors include individuals that are unaware of Tickle-My-Ribs and those who choose not to eat meat (such as vegetarians or vegans). Finding a way to reach out to those who are unaware of the restaurant can increase the number of customers and having food alternatives for those who do not eat meat can give Tickle-My-Ribs leverage to attract more customers. COMPANY AND CULTURETickle-My-Ribs is branded as a restaurant that is adopting a new, modern method of BBQ. The restaurant enters a growing market in the fast-casual restaurants. According to the Huffington Post, a new study showed from Nation’s Restaurant Reports (2013) “85 percent of consumers surveyed said they eat at fast-casual restaurants at least once a month, and 82 percent reported visiting a traditional casual-dining brand once a month.”

primary research

SURVEYUsing SurveyMonkey to create a survey taht was distributed via social media platforms, we were able to reach 98 Elon students. Our specific objectives for the survey were to discover: • A narrowed in target audience, within the Elon population• Demographics, psychographics, values, upbringing, etc. of this audience• Delivery and food eating habits of audience

INFORMAL INTERVIEWSThrough interviewing young professionals in Burlington, NC (age 20-25) and Elon students, we discovered: • Perceptions of southern food and Carolina BBQ• Perceptions of people who eat Carolina BBQ• Tickle-My-Ribs brand awareness

METHODOLOGYSITE VISITOn Saturday, February 22 around dinnertime, the team ate at Tickle-My-Ribs and spoke with the client, Mark Gibbons, and discovered the following: • Customer demographics• Restaurant atmosphere and style• Menu, service quality, cleanliness, location, etc.

SURVEY INSIGHTSGENDER DEMOGRAPHICS (98 Respondents) 65% Women, 35% Men

WHAT DO RESPONDENTS LOOK FOR IN GOOD DELIVERY SERVICE? 1. Fast/quick service 2. Low minimum delivery fee 3. Online Ordering

PERCENTAGE OF RESPONDENTS WHO EAT SOUTHERN BBQ = 52%

HOW OFTEN DO RESPONDENTS ORDER DELIVERY? 75% order delivery 1-3 times per week

WHEN DO RESPONDENTS WANT DELIVERY? 25% Dinner on Weekdays 30% Dinner on Weekends 45% Late-Night on Weekends

NEED TO KNOW58% of respondents would order delivery BBQ from Tickle-My-Ribs at least once.

SO WHO ARE THESE PEOPLE? 1. Underclassmen females, not from the south who want to conform to anything southern. 2. Upperclassmen (typically males), who grew up eating BBQ.

INFORMAL INTERVIEW INSIGHTSWORD ASSOCIATION GAMESouthern food is “homey, greasy, comfort food, delicious”Southern food includes “fried chicken, hush puppies, green beans, biscuits and gravy”BBQ is “sauce, messy, what you put on chicken” (Northern Respondents)BBQ is “juicy, method of preparing meat, tasty” (Southern Respondents)People who eat BBQ are “southern foodies, not vegetarians, not afraid to get messy”Reasons for ordering food delivery: “hosting a day-drink or cookout, affordable, fast service”I would order delivery BBQ if “there were many side options, cheap, delicious sauces, lazy, fast”

key insightsThree Target Audiences1. Underclassmen females

from out of state2. Upperclassmen from the

South3. Busy parents with children to

feed

TimingThe majority of these target audiences order delivery during dinnertime on weekends. Late Night delivery on weekends would appeal to the college students, however this is not realistic or feasible for a new delivery service.

People Would Order North Carolina BBQ Delivery because...• Convenient (no car and fast

service)• Cheap• Provides customers with

southern flavors of traditional BBQ

• Plunge into NC culture• Untraditional delivery cuisine

choice• Quality meal (bang for your

buck)• Great leftover option

target audience narratives

three target audiences

JOHN SARA ROBIN

Underclassmen femalesNot from the south

Want to conform to anything southernNo car

Values hanging out with friends and learning about the community

Upperclassmen males (primarily)

From the south (or grew up eating BBQ)

May have a car, but lazyValues convenience, low cost, a

good meal

Moms with childrenFrom Burlington, Elon or GibsonvilleBusy life juggling work and childrenValues providing a good meal for family on a low budget and fast

MEET JOHN He’s 22 year old marketing major suffering from extreme senioritis. John plays club baseball at Elon and enjoys a late dinner after a long day on the field. A native of Charlotte, he grew up eating BBQ at Sauceman’s, and is never opposed to eating a plate of BBQ beef brisket with a side of hush puppies and sweet tea.

JOHN’S PERSONAL MEDIA NETWORK Social Media- Twitter, Facebook, Instagram WSML 104.5FM- Sports Radio Station in the Triad Area Pandora Online Radio The Pendulum ESPN Spotify Urban Spoon/ Yelp

MEET SARA She’s an 18-year old first-year student from Buffalo, New York. Sara is majoring in Anthropology, and came to Elon for North Carolina’s warm weather and the beautiful campus. Although you may dismiss her as a Yankee, she embraces Southern culture and wants to experience all it has to offer. Carless, on a tight budget and sick of Elon dining halls, Tickle-My-Ribs BBQ chopped chicken sandwich with a side of corn on the cob and Dr. Pepper is the perfect dinner for Sara and her friends.

SARA’S PERSONAL MEDIA NETWORK Social Media- Twitter, Facebook, Instagram, Pinterest WTQR 104.1 FM- Country Music Radio Pandora Online Radio The Pendulum Urban Spoon/ Yelp

MEET ROBINShe’s a 36-year-old mother of two children. She has an 11-year-old son Sean Jr., and a five-year old daughter Grace. Robin teaches at Elon Day School, but lives in West Burlington with her husband and kids. She is the coach of her daughters T-Ball team, and is constantly carpooling her son and his friends to their soccer practice at Joe C Davis Park. Both she and her husband Sean Sr. grew up outside of Charlotte and attended North Carolina State University. They found themselves in Burling-ton through job opportunities and the welcoming community. They enjoy supporting local businesses and causes. Robin is a good mother and friend in the community, but sometimes finds herself without enough time to cook dinner for her family. On a tight budget and limited time, Tickle-My-Ribs delivery is a very appealing option to serve to her family.

Robin’s Personal Media Network: Social Media- Facebook, Mommy Blogs, TWC Fox 14 News Burlington Times News Urban Spoon/ Yelp

the strategy

brand positioning statement

Tickle-My-Ribs is the one and only BBQ restaurant in Burlington, NC to provide the classic Carolina BBQ experience directly to young adults’ doors who crave a delicious home cooked dinner without having to empty their wallets and feeling as if their southern grandmother cooked it herself in the kitchen.

Communications objectivesTickle-My-Ribs is the one and only BBQ restaurant in Burlington, NC to provide the classic Carolina BBQ experience directly to young adults’ doors who crave a delicious home cooked dinner without having to empty their wallets and feeling as if their southern grandmother cooked it herself in the kitchen.

Tickle-My-Ribs delivery is a fast, convenient, and cheap dinner option when you are sick of Dominos, have no groceries left in the fridge, or simply don’t feel like cooking up a meal. And for those who don’t have a car, it’s your only Southern food delivery option.

Tickle-My-Ribs provides customers with the southern flavors of traditional BBQ. For the southerners, it provokes nostalgic aromas of their grandparents’ house. For the northerners, eating Tickle-My-Ribs allows them to plunge into North Carolina culture.

Tickle-My-Ribs is the only Southern Meal on Wheels serving Alamance County.

Messaging Hierarchy

our toneWhen speaking to all three of our demographic groups - Elon first-year northern females, Elon upper-classmen southerners, and the moms of Alamance County - we want to have a fresh, conversational voice that parallels Tickle-My-Ribs’ current tone.

single most important ideaThrough implementing a Tickle-My-Ribs delivery service, the company has the opportunity to increase sales and entice new customers by positioning itself as the only Southern Meal on Wheels.

Tickle-My-Ribs delivery is a fast, convenient, and

Tickle-My-Ribs provides customers with the southern flavors of traditional BBQ. For the southerners, it

provokes nostalgic aromas of their grandparents’ house. For the northerners, eating Tickle-My-Ribs allows them to

plunge into North Carolina culture.

Tickle-My-Ribs is the only Southern Meal on Wheels serving Alamance County.

cheap dinner option when you are sick of Dominos,

have no groceries left in the fridge, or simply don’t feel like cooking up

a meal. And for those who don’t have a car, it’s your only Southern

food delivery option.

brand manifestoTickle-My-Ribs cares; about pork, beef, dry rubs, and sauces, but most importantly, about its

customers. We cherish and value our community. Tickle-My-Ribs supports the community, and in turn our community supports us.

From Hometown Heroes to youth sports, we are present, but we do not want to stop there. When Grandma Sally retires, we want to celebrate with her. When John graduates from high school, we

want to sign his yearbook.

At Tickle-My-Ribs, we want to be present at all life’s important events. We aim to deliver a bite of joy into all of life’s important moments no matter how big or small.

the campaign

Strategy and tacticsCONCEPT 1

Northern girls conforming to the southern lifestyle. Welcome, now get Southern. You won’t get this after your graduate; you only have four years to integrate.

THE STRATEGYTarget first-years and promote Tickle-My-Ribs as Burlington’s upcoming BBQ restaurant and delivery service.

TACTIC 1 Place Tickle-My-Ribs menus around first-year dorms during the first few weeks of the fall semester.

TACTIC 2Add Tickle-My-Ribs delivery into the Elon fliers, agenda, and online page with delivery service information.

TACTIC 3Promote the restaurant’s services among first-years during Elon 101 through free koozies, stickers and a discount coupon.

TACTIC 4Host the first annual “Welcome, now get Southern” event. Have a tent with free sweet-tea and a quick bite of Tickle-My-Ribs menu items during move-in day at a location on campus where parents will be shuffling their first-year’s items into dorms. Position the tent as an easy and quick location for parents and families to satisfy their hunger and grab their attention as Alamance County’s upcoming and best southern food option.

TACTIC 5Nominate your Northerner to be Southern. This campaign will allow friends to nominate their most northern friend, and make them conform to the south. The biggest northerner will be selected, randomly delivered Tickle-My-Ribs free delivery and their reaction will be recorded. There will be a new Tickle-My-Ribs “Southerner” each semester.

CONCEPT 2Bring grandma Mary-Jo’s BBQ straight to your door without breaking the bank. Target upperclassmen

southerners to order Tickle-My-Ribs delivery because it is convenient, cheap and not pizza.

STRATEGY 1Create a presence at Elon sport games (specifically football, basketball and baseball) through sponsorship packages.

TACTIC 1: Basketball Games• Sponsorship banner on scor-

er’s table.• Run advertisement on the

scoreboard.• If the team hits 10

three-pointers, everybody in the crowd gets a free side dish.

• In game PA announcements (advertisement reads)

• Run commercial that fea-tures grandma Mary-Jo as the delivery woman.

TACTIC 2: Baseball Games• Sponsorship banner on out-

field wall• Run an advertisement on the

scoreboard• Free samples for a pulled-

pork sandwich, first come first serve

TACTIC 3: Football Games• Sponsorship banner on walls

of stadium• Advertisement in the game-

day program• Tickle-My-Ribs sponsored

dance cam• Kids coloring book featuring

Tickle-My-Ribs piglets and logos

STRATEGY 2Use social media as a channel to promote Tickle-My-Ribs delivery service.

TACTIC 1• Instagram Photo challenge:

#TMRdelivery with a picture of your food to enter to win a free delivery dinner up to $15.

TACTIC 2• Facebook Sharing: Share

articles related to BBQ or delivery, or anything fun that represents the Tickle-My-Ribs brand for friends to read.

TACTIC 3• Twitter Hashtag Challenge:

#TMRdelivery with a brief message about how your food delivery experience or food was.

STRATEGY 3Use Elon University on-campus resources to promote Tickle-My-Ribs delivery service.

TACTIC 1• Print and online

advertisement in the Pendulum, promoting the delivery service.

TACTIC 2• Put menus and discount

coupons in student mailboxes.

TACTIC 3• Consider accepting Phoenix

Cash as a payment option.

CONCEPT 3BBQ on the table with no effort. Cheap BBQ for the whole family.

STRATEGY 1Use local media to inform parents about Tickle-My-Ribs delivery.

TACTIC 1• Radio spot on WSML 104.5

FM, Sports Radio Station.

TACTIC 2• Radio spot on WTQR 104.1

FM, Country Music Station

TACTIC 3• Print advertisement in

Burlington Times News

STRATEGY 2Use community events and mommy blogs to promote Tickle-My-Ribs delivery.

TACTIC 1• Sponsorship banners at

local high school games

TACTIC 2• Entice authors of mommy

blogs to write about Tickle-My-Ribs community focused culture and its new delivery service.

CONCEPT 4Loyal Piglets. You tickle our ribs and we’ll tickle yours back.

STRATEGY 1Create a loyal audience of Tickle-My-Ribs delivery.TACTIC 1Implement a loyalty program with customer rewards using a business card.• Get a punch for every purchase the client

makes. Every fifth purchase, the customer will get a free side.

• Every third time you order delivery, customers get 10% off their order.

• Flash sales: Strategically place their menu items on sale, depending on time of year, day

part and menu item.

TACTIC 2Update website by creating a new tab for online delivery• Make ordering delivery easy and convenient

for customers• An interactive experience: Track your order

along the way. Model this off Domino’s web site.

TACTIC 3Create a mobile app for loyalty program customers and online delivery.• This will be a central hub for Tickle-My-Ribs

customers, and would include everything with in Tactic 1 and 2 above.

• The app will be interactive, easy to read and navigate, and align with the Tickle-My-Ribs brand colors and themes.

TACTIC 4Punch the Pig! Create a mobile app game for delivery customers to play and rack up points while waiting for their food to be delivered.• There will be an option to play after ordering

online or through the app.• The app will expire when food arrives. The

game can continue through multiple delivery purchases. Once they reach a certain number of points, they will receive 50% off their next delivery.

STRATEGY 2Package Tickle-My-Ribs delivery boxes and vehicle in a way that satisfies the consumer and promotes the service.

TACTIC 1Have consistent packaging between delivery and bulk:• Use a paper bag with the Tickle-My-Ribs

logo to carry the food• Include a menu and sticker, plastic

utensils and napkins• Re-heatable containers for left-overs

TACTIC 2Decorate the vehicle used for delivery with the Tickle-My-Ribs logo, phone number, and a piglet sign on the top.

1183 University Drive, Suite 101Burlington, NC 27215

336.506.6897www.tmrbbq.com

Receive a punch for every purchase over $5 at Tickle-My-Ribs. On your fifth punch, you will receive a free side dish. On your tenth punch, you will receive $10 off your next Tickle-My-Ribs

delivery!

PUNCH THE PIG!

tactics explained

CONCEPT 1, STRATEGY 1, TACTIC 4WELCOME, NOW GET SOUTHERN.Date and Time: 12:00 – 2:00 pm; August 22, 2014Location: Young Commons, Speakers Corner The Idea:On orientation day, students and their families run all around campus moving their freshman into dorms. It’s a long day, and students and families find themselves hungry and thirsty. For this event, Tickle-My-Ribs will set up a tent in front of Moseley and give out free food and drink samples. This will advertise and promote Tickle-My-Ribs as Alamance County’s southern food, and southern food delivery, of choice.

Permission from Elon: Reserve through SPACES two months in advance.https://wiki.elon.edu/display/TECH/SPACES+-+University+Space+Scheduling;jsessionid=F03758966865D1CAA10ADBF41C11240F

Need permission from ARAMARK, may be some small cost.

CONCEPT 1, STRATEGY 1, TACTIC 5NOMINATE YOUR NORTHERNER TO BE SOUTHERNThe Idea: Elon is known as a “northern” university in the heart of the south. 41 percent of the class of 2015 are from northern states, including Massachusetts, New Jersey, Pennsylvania, New York and Connecticut. Most of these northerners coming down to North Carolina are doing so to experience a different part of the country and be southern for four years. The point of this campaign is to not only build Tickle-My-Ribs awareness to the Elon community, but also to bridge the gap between the university and Alamance County community. The Alamance County community may find it funny and entertaining to see a Northerner try to be southern!

The northerner must not know they have been nominated. The friends that nominated them has to convince Tickle-My-Ribs that this is the most northern, out of place student at Elon. How they choose to convince Tickle-My-Ribs is up to them, but ideas range from recording their northern accents to taking pictures of the clothes they wear.

When the ultimate northerner who needs to be a southerner has been selected, Tickle-My-Ribs will tell the friends who nominated them. At a mutually convenient time, free delivery food will be brought to the winner’s dorm, along with a camera to record their reaction. Friends are encouraged to come, and not only will the whole gang get free BBQ but also Tickle-My-Ribs goodies (koozies, stickers, coupons, etc.). The video of the northerner’s reaction will be placed on social media and the restaurant website (obviously with permission). This campaign can be done every semester.

CONCEPT 3, STRATEGY 1, TACTICS 1-2Tired of ordering pizza and Chinese food every time a big crowd is coming over or you’re simply too tired to cook? Well Burlington’s own Tickle-My-Ribs BBQ Restaurant can bring the delicious taste of grandma’s cooking straight to your doorstep. Whether you’ve grown up loving BBQ or simply crave something new—you will be sure to find something you will love in our extensive menu. For more information visit us at www.tmrbbq.com or download the Tickle-My-Ribs smartphone application. Remember, grandma’s home style cooking is only a call or click away.

CONCEPT 4, STRATEGY 1, TACTICS 4PUNCH THE PIG MOBILE APP GAME

The Idea: While delivery customers are waiting for their order to be brought to their front door, they have the chance to play a free game on their mobile device. The app, called Punch the Pig, will be offered to customers after they place their order online on the website. With their order summary, a code will be given to them to enter once they download the app. When ordering through the online app, at the order summary they will be asked if they want to play the game. The point is for customers to rack up points that can be used towards their next delivery purchase. If people create an account with Tickle-My-Ribs online delivery, then their points from the game will be saved and carried on to their next delivery purchase. The game is timed out upon the driver delivering the food.

The Target Audience: The game will be appropriate for customers 10 and older, as we think this app will be more appealing

to families with children ordering delivery.

The Game: Pigs will be running on a pasture at different paces, back and forth on the screen. The player will move the mobile device left and right, forward (or down) to go straight and tap the screen to jump in order to chase the pig and punch it. (The concept of moving the mobile device is similar to race car games.) Some pigs will be running faster than others, so punching them will reward different points, ranging from 5 - 25. The maximum number of points customers can get during one delivery time is 200. Once the customer hits 400 (so at least two deliveries), they get 50% off their next delivery purchase. At that point, the game times out and they can start over on their next delivery.

defining successand budget

media budget

budget

return on investment planTickle-My-Ribs’ competitive advantage is the delivery service. The plan is to have a 5% market share of all delivery services among the Elon and Burlington community. This number is a low start, as the service will be brand-new and a step-by-step implementation.

tracking and metrics1. Google Analytics - Measure the number of hits the Tickle-My-Ribs website gets, and the de-

mographics of who is visiting the site.2. Social Media - Count the increase in number of followers, friends, mentions, etc. Use Twitter

Analytics and Facebook Analytics to gather demographic information.3. Coupons + Discounts - Count how many Tickle-My-Ribs coupons and discounts were given

out versus the amount customers actually use. During each event that hands out a coupon or discount, each will be either a different color or offer a certain discount. This will allow for the restaurant to track which events were successful and which promotions customers enjoy the most.

4. Point of Purchase - Have employees ask how they heard of Tickle-My-Ribs. Try to find out if the radio or billboard advertisements had an effect.

5. Radio - Consistently track how many people tune into the radio stations within our demographic to gage effectiveness.

6. “Nominate Your Northerner” – If there are five nominees during the first semester event and ten for the second, it will be considered successful.

7. #HowDoYouTMR – If more classes want to get involved in this campaign, and the videos are shared on social media platforms and each get over 100 impressions, that would be successful.

8. Punch The Pig + Loyalty Program – A 10% increase per month of customers who download each of these mobile apps would be successful.

loyalty program metricsConsumer Retention Rate - A successful loyalty program will increase the numbers of consumers. As the number of loyalty program members grows, customers should increase.• By running an A/B test against members of the loyalty program, against non-members, we can

determine how effective the loyalty program is.

tickle my ribs strategic campaign

Documents

delivery service

local restaurant

north carolina culture

delivery appealing

new business opportunity

new customers

local business

year students