AVI FOODSYSTEMS at Wayne State University

AVI FOODSYSTEMS - MEAL PLANS – WHAT ARE THE DIFFERENT OPTIONS? Warrior Pass Unlimited access during all hours of operation in both dining halls. 15 Meal Membership (includes $100 in Warrior Dollars) 15 meals each week in the dining halls, including $100 in Warrior Dollars each semester. 10 Meal Membership (includes $200 in Warrior Dollars) 10 meals each week in the dining halls, including $200 in Warrior Dollars each semester.

 5 Meal Membership (includes $50 in Warrior Dollars)  5 meals each week in the dining halls, including $50 in Warrior Dollars each semester.  Super 78 Block Meal Membership  Any 78 meals a semester for self or guests.  Resident Hall students must choose from either a Warrior Pass membership or a 15-meal membership.  Undergraduate Students living in the Towers may choose from a Warrior Pass, 15-, 10-, or 5- meal membership.  Graduate Students living in the Towers, commuters, faculty and staff members who are interested in a meal membership may pick from any of the six meal memberships.

THE TARGET AUDIENCE  Students in resident halls  Undergraduate students in Towers  Graduate students in Towers  Commuter students  Off-campus housing students

THE GOAL Increase the number of students that sign up for board meal plans

DEVELOP A STRATEGIC MARKETING PLAN TO REACH OUR GOAL  Increase Awareness of AVI Foodsystems and different menu options  Provide incentives to students for signing up for board meal plans  Reach off-campus housing students and commuter students

HOW DO WE IMPLEMENT THIS STRATEGY?  Increase use and interaction in social media platforms such as Facebook, Twitter, Linked In, ect.  Host social events on campus and provide creative opportunities for student interaction  Connect with students through different educational and extracurricular organizations  Reach off-campus and commuter students through and mass marketing techniques

INCREASE USE AND INTERACTION IN SOCIAL MEDIA PLATFORMS SUCH AS FACEBOOK, TWITTER AND LINKED IN  Update and maintain Facebook, Twitter and Linked In among other social media platforms  Make each platform more user friendly  Engage students with incentives such as discounts, events and specials  Use social media to reach off-campus housing students and commuter students  Provide knowledge of AVI Foodsystems and “fun facts” about certain menu items  Post pictures of menu items and create “feature items” daily  “Tweet” menu options each day  Request feedback – one option: forums reviewing items  Use event feature to increase awareness of promotions and special events

HOST SOCIAL EVENTS ON CAMPUS  Utilize Wayne State University sporting events and those in the city of Detroit  Spirit events in dining halls with themed menus and special options for game days  Tailgate parties  Pizza parties  Host study sessions parties during midterms and finals week  Welcome week bash  Healthy eating programs partnering with fitness center “Fit Fresh, Fit Life”

CONNECT WITH STUDENTS THROUGH DIFFERENT EDUCATIONAL AND EXTRACURRICULAR ORGANIZATIONS  Reach out to students through different organizations and clubs  Target environmental organizations and increase awareness of vegetarian options  Host student organization meetings and events  Partnerships with organizations for sponsorships and fundraisers

REACH OFF-CAMPUS AND COMMUTER STUDENTS THROUGH AND MASS MARKETING TECHNIQUES  Raise Awareness to off-campus housing students and commuter students  Mass marketing techniques ex. distributing flyers, mass mailings with discounts and specials  E-Blasts  Free meal coupon in welcome package  Contact landlords and apartment building supervisors to throw events  Brand Exposure

HOW CAN WE REACH OUR GOAL?  Increase Awareness of AVI Foodsystems and different menu options  Increase use and interaction in social media platforms such as Facebook, Twitter, Linked In, ect.  Provide incentives to students for signing up for board meal plans  Host social events on campus and provide creative opportunities for student interaction  Reach off-campus housing students and commuter students  Connect with students through different educational and extracurricular organizations  Reach off-campus and commuter students through and mass marketing techniques

“GOOD EXAMPLES OF ADVERTISEMENTS”  Chrysler  Chrysler Eminem Super Bowl Commercial – Imported From Detroit  You Tube - Chrysler Eminmen Super Bowl Commercial - Imported From Detroit You Tube - Chrysler Eminmen Super Bowl Commercial - Imported From Detroit  Gatorade G Series  Seize Every Advantage  You Tube - Seize Every Advantage You Tube - Seize Every Advantage  Dominos  Dominos – The Pizza Turnaround Trailer  You Tube - Dominos - The Pizza Turnaround Trailer You Tube - Dominos - The Pizza Turnaround Trailer  You Tube - Dominos - The Pizza Turnaround You Tube - Dominos - The Pizza Turnaround

CHRYSLER EMINEM SUPER BOWL COMMERCIAL – IMPORTED FROM DETROIT  Related to Detroit demographic through reference, history, branding and visual imagery  Created interest in Chrysler brand  Used a public figure that is recognized nationally, but as a Detroit icon  Catchy slogan “Imported from Detroit”  Mass brand awareness  Time placement for release of commercial – heightened awareness

GATORADE G SERIES - SEIZE EVERY ADVANTAGE  Provide an example of an athlete, a major part of the demographic they are trying to appeal to  Use of professional soccer player as spokesperson  Demonstrate that water alone will not give the athlete the energy she needs to win the game, but Gatorade G Series will  Provide example that without Gatorade, the player become an easy target and “weak”  Presents a win after drinking the Gatorade  Use of product = positive result

DOMINOS – THE PIZZA TURNAROUND  Response to negative public relations  Act on consumer feedback  Committed to actual change in product quality  Present fresh ingredients and new product  Demonstrate actual customer response with improved product  Used negative information to produce positive results

 Thank you for your time.