Biscuitville Campaign Presentation · Meet Danny PROFILE: Danny is a junior at Alamance Community College, works part time at a local gym and loves playing soccer. Danny is a Marketing

Biscuitville CampaignPresentation

The G.H.A.M.A Agency

The G.H.A.M.A. Agency

AllyDunne

Strategic Planning Co-Manager

Harry Evans

Strategic Planning Co-Manager

Morgan Glucksman

Creative Director

GabyMcCluskey

Tactical Planner

Amanda McMahon

Research Director

Taking your order

Taking your order...

Meal Prep

What factors do you consider

when choosing a restaurant?

1) Availability of Healthier Options

2) Quality of Ingredients

3) Location 4) Price

Survey Results

What Words do you Associate with Biscuitville?

Processed (89%) vs. Fresh (11%)

Expensive (45%) vs. Affordable (55%)

Out of the way (85%) vs. Convenient (15%)

Nutritious (1%) vs. Unhealthy (99%)

Low Quality (91%) vs. High Quality (9%)

Survey Results:

Focus Group

Social Media Analysis

In-store Intercepts

What do we want our campaigns to achieve?

Inspire peer-to-peer marketing action and

behaviors

Now Serving:

Transform Biscuitville into a symbol of Southern Pride

Make local more than just ingredients through local

brand and charity partnerships

Ignite two-way conversation with

consumers through digital brand presence

Our Goals

18-24Generation Y/Z

Male and FemaleLow to mid

socioeconomic status

Students and part-time workers

Meet our customers:

Emotionally attachment to devices

Values acts of charity

Following shift towards healthy & organic foods

Trial Receptive

Customer Psychographics

Meet Danny PROFILE:

Danny is a junior at Alamance Community College, works part time at a local gym and

loves playing soccer.

Danny is a Marketing major and loves social media. In fact, he runs the social

media accounts at the Alamance Community College student newspaper.

Danny loves to swing by local quick service restaurants like Biscuitville for a quick

sandwich and a coffee on his way to work or school.

Creative Concepts

Creative Concept #1

New. Fresh. Southern. In a nutshell

Biscuitville prides itself on its Southern roots and authentic southern cuisine.

In order to keep up with the ever-changing culture, as well as Biscuitville’s most recent updates, New. Fresh. Southern. sparks

engagement amongst Biscuitville’s target consumers by encouraging Gen Y/Z to redefine what Southern Pride means to

them and align their values with the Biscuitville brand.

New. Fresh. Southern. Social Media Concepts

Question:What is an interactive way that we can educate our customers about

our use of locally sourced ingredients?

SOLUTION: Mystery Coupons!

Limited to one coupon per purchase

Exp. 6/17

Limited to one coupon per purchase

Exp. 6/17

One free sandwichthat contains a locally

sourced ingredient

$1 off your next breakfast

sandwich that contains our

locally sourced sausage

New. Fresh. Southern. Tailgate Event● Local vendors with Biscuitville

partnerships● Samples of Biscuitville Specialties

○ Restaurant open for people to go inside and purchase food● Live Entertainment● Sauce competition

New. Fresh. Southern. Timeline

New. Fresh. Southern. Budget

Snapchat Filters $60,000

Mystery Coupons $1,300

Total Budget for New. Fresh. Southern. Tailgate Event $80,000

Instagram Sandwich Competition Ads $75,000

Radio Spot for WDCG (Top 40) $7,191

Radio Spot for WDRU (Classic Country) $7,191

Total: $230,682

Creative Concept #2

CampusVille In a nutshell

CampusVille focuses on engaging local college students with the Biscuitville brand.

Students live a fast-paced, stressful life between balancing homework, a social life, and career development. Positioning

Biscuitville as a casual student-oriented brand reaches our target audience and will effectively brand the restaurant as an extension

of college campuses in the community.

CampusVille Mobile App

★ Mobile payment

★ Rewards tracker

★ Biscuitville updates and promotions

★ Menu & nutrition info

CampusVille Social Media Mood Board

#CampusVille

CampusVille Student Media Press Kit

20% off your next Biscuitville purchase

This coupon is redeemable at all Biscuitville locations but will expire 6/17. One coupon purchase.

CampusVille Student Ambassador Program

Peer-to-peer marketing

Develop marketing plan

Plan CampusVille event#CampusVille

Student Ambassador Promo Video

CampusVille Timeline

CampusVille BudgetSpotify Ads $60,000

Campus Ambassador Marketing Budget $28,000

Paid Campus Ambassador Facebook Ads $10,000

Paid Student Rewards Instagram Ads $75,000

Game Day Coupons $15,000

Press Kits + Press Event $2,000

Indeed Campus Ambassador Listing Free

Snapchat Filters $60,000

Total: $250,000

Inspire peer-to-peer

marketing action and behaviors

Ignite two-way conversation with customer through

digital brand presence

Transform Biscuitville into a

symbol of Southern Pride

Make local more than just ingredients through local brand and charity

partnerships

=

Measurements

You’ve been served!

Questions?