“Sweets and much more, just one call away.”

Hillary Cozzi, Ellie Barlow, Jessalyn Hatton,

Pat Manaher, Scott Eberhard

Executive Summary Campus Candy is immensely

popular with the campus crowd

Our goal: To highlight the delivery option and emphasize the healthy snack options while continuing engagement with IU student body

In return: create more market share and accessibility for the business

Success will be determined in terms of number of Facebook ‘likes’, Twitter followers, and sale increases

Situation Analysis Founded in 2010 when a student’s father noticed a lack of

candy stores on campus when dropping his daughter off at IU for her freshman year

Immediate buzz: 5 additional stores have been opened across the country

Company has strong presence in social media

Target market seems to be primarily IU students, not so much the local community

SWOT Analysis Strengths: Partnerships, unique layout

of store, unique type of store, use of social media, fundraising.

Weaknesses: Decrease in popularity after such a quick success, may be too trendy.

Opportunities: Offering sampling parties, highlighting items offered other than candy, appealing to the local community, emphasizing the study area aspect of the store

Threats: Losing popularity among the target market. Slowing down in advancement. Losing partnerships.

Research Plan Primary Research:

Conduct a survey and interview(s) with the store manager/owner and the Indiana University student body.

Secondary Research:

Research the current social media platforms and take a close look at the current website. -> for situation analysis

Why? To attain an accurate depiction of the company’s current position

Research Analysis

Some Statistics based off of an online survey taken by 50 IU students:

78% of students on campus have visited Campus candy.

“Expensive” is one of the most common words associated with Campus Candy.

92% of students were not aware of the delivery option.

The Manager Says… “We want to be the Starbucks of

candy, we want to provide a feel good location. We want to be on many campuses, medium/large campuses, as big and prolific as possible.”

“They will be opening a Campus Candy website specifically for Campus Candy next year. This will help with promotions. It will be easier to market. It will be more simplified, specific to Indiana University campus. ”

Campaign Plan Overall Campaign Goal: Improving

accessibility of brand and popularity among IU campus.

Achieved through specific strategies: Strategy 1: Delivery Options Strategy 2: Healthy Options Strategy 3: Affordability and Engagement with

Student Body

Strategy 1: Delivery Options

Key message: There is a delivery option that can improve your ease of use.

Objective: Increase sales by 5%, as compared to last year, increase delivery option by 10%.

Tactics: Promotion Day through Social Media Platform Guerilla marketing throughout IU Campus

Strategy 2: Healthy Options

Key message: There is more at Campus Candy than just candy.

Objective: Create buzz around healthy options, increase sales of healthy options by 5%.

Tactics: Samples around IU Campus (especially SRSC,

HPER)

Strategy 3: Affordability and Engagement with Student Body

Key message: The company is aware students want a good price. Relating and engaging with the student body is important.

Objective: Gain 250 Facebook “likes”, 300 Twitter followers, increase sales by 5%.

Tactics: Students who show proof of social media

engagement receive free sample Promote quality and superiority of location in

exchange for price. Introduce punch cards to incentivize customer

loyalty

Timetable

Spring Semester ’12 Implement guerilla marketing with student

interns Utilize atypical early-spring environment

to spread awareness among campus Begin social media coupon engagement Advertise new candy being offered.

FEEDBACK: Implement online survey of students during “Dead Week”

We will execute our tactics and strategies by the following methods:

Timetable Summer ‘12

Continue engagement with local community

FEEDBACK: Survey customers

(both local and students)

in August and offer coupon

as incentive

Timetable Fall Semester ‘12

Continue promotions with delivery option. Heavily promote the new website.

FEEDBACK:

Distribute survey

on delivery

method, measure

hits to website

Evaluation Summary We are able to evaluate success by using

measuring objectives including Facebook ‘likes’, twitter followers, and sales increases