PRESENTS WEEKEND IN ATHENS Simone Pawlukowsky
Nov 01, 2014
PRESENTS
WEEKEND IN ATHENS
Simone Pawlukowsky
The problems facing Jittery Joe’s Kennesaw State location
Trip to Athens Campaign
How campaign will address problems
Target Market
Channel of Communication
Objectives
Campaign Costs
Closing Remarks
Location: ground level of the freshman dorms Lack of student traffic and purchasing of product
Upperclassman and commuters are generally not in very close proximity to Jittery Joe’s
Shop seemed empty and not very inviting/enticing Students do not have adequate information regarding the campus location
Students have no reason to incorporate Jittery Joe’s into their daily destinations
…So how can we fix this?
Implementation Option #1
Punch CardCustomers get a punch card. Each time a coffee purchase is made, the card getspunched. Most punches during designated contest time-period wins.
Implementation Option #2
ReceiptsCustomer keeps all receipts for the given contest time-period. Receipts getturned in at designated end of contest. Most money spent at Jittery Joe’s wins.
Implementation Option #3
Raffle TicketsEvery time a purchase is made, customer will receive one raffle ticket. The ticket can be filled out immediately with name and contact information, and placed into the raffle jar. Winner is drawn at the designated end of contest period.
Name ______________________
Phone _____________________
Email _______________________
Contest lasts one full semester, from the official first day of class until the last day of finals
All required items (i.e. receipts, punch cards, and/or raffle tickets) must be turned in to Jittery Joe’s no later than the last official day of finals, no exceptions
Student has the following semester to utilize the Weekend in Athens prize
Jittery Joe’s Kennesaw Location
Prize
The winner of this contest will receive a Weekend in Athens trip package for two complete with*:
Two night hotel accommodations for Friday and Saturday night
Two concert tickets
A $50 certificate for dinner for two
*Dates will be decided upon by winning parties in collaboration with Jittery Joe’s owners. Concert tickets vary depending on the date chosen. Hotel is chosen by Jittery Joe’s owners.
Hilton Garden Inn Athens Downtown390 East Washington StreetAthens, GA, 30601 Located in the heart of historic downtown Athens
Within walking distance to downtown restaurants, shops, and world renowned music scene
The Hilton Garden Inn Athens has 185 guestrooms, 3 suites, and 8 floors
New reason to frequent Jittery Joe’s Kennesaw location
Greater awareness of the Jittery Joe’s location
Get Jittery Joe’s involved with student life on campus
Attract new customers with the lure of a big prize
Retain new customersThe more you buy the greater chance at winningStopping at Jittery Joe’s becomes routineStick around for superior coffee
All students at Kennesaw State University including both Residents and Non-residents
FliersDistributed on campus
Distributed to all dorms
Distributed on car windshields
Facebook Promotion event
“KSU Jittery Joe’s” – Add as a friend
Objectives of Fliers: Raise awareness of promotion and location.
Techniques used in Fliers: Front: Warm colors Isolation on the front Contrast with background
Back: Information quantity increase Inform students of the location
The Fliers will be used for: Saturation Repetition Remind
Objectives of Facebook:Raise awareness of promotion and location.
Facebook will be used to increase:Saturation andRemind –Through periodic messages
The Intended Goal
Repetition! Saturation! Remind!
Raise awareness of the campaign
Create Buzz around contest
Raise awareness of Jittery Joe’s
Increase profits for Jittery Joe’s
Costs:
The Fliers:9000 fliers: $148.50 (www.printplace.com)
The Contest:Two nights at Hotel: Averages $100/night
Concert: $50
Dinner: $50
Total: $448.50
The Weekend in Athens Promotion:New reason to frequent Jittery Joe’s Kennesaw location
Greater awareness of the Jittery Joe’s location
Get Jittery Joe’s involved with student life on campus
Retain new customers:The more you buy the greater chance at winning
Making Jittery Joe’s part of a daily routine
The success of the promotion: Not only participation but the rise in awareness