Final Campaign Project

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Content Audit 

  • Background Content Audit
    • Located on College Hill Road, Living Foods is a health and wellness cafe, with a mission to bring truly unique, and delicious food to the Oxford community. The eatery provides healthy options, that are made out of real foods and ingredients. Restaurant owner, and mom Melody Sharp believes in preparing foods that are specialized for all diet types. Sharp began to educate herself about healthy alternatives, when her son was diagnosed with many food sensitivities.When interviewed for Oxford Stories, Sharp explains her incentive behind learning about food ingredients. Sharp created a menu that provided options for all diet types, and all stages in health. Since then the delicious eatery has become one of the healthiest places to eat in Oxford.
  • Content Audit
    • Social Media The Oxford eatery has a strong online presence with close to 3,000 follows on Facebook and just under 3,000 follows on Instagram.
    • Highlighted in there mission statement, and in the social media bio’s “Grab and Go” is a message the restaurant wants to send.
    • Living foods has one location, located on 809 College Hill Road which is away from much of the hustle and bustle of campus and the Oxford square.
    • Due to the fast paced and convenience oriented age we live in, food trucks have become a popular trend on the Ole Miss campus. Some of the most popular options available are not the healthiest.

Chick-fil-A food truck

Ole Miss Campus Food Trucks
Students wait in line outside of the the Chick-fil-A food truck on campus. (Photo by: Taylor Cook)

SWOT ANALYSIS 

  • Strengths:
    • Offers truly unique and delicious foods
    • Variety of grab and go options
    • Strong social media presence
    • Aesthetically pleasing website
  •  Weaknesses:
    • Living Foods has no events scheduled
    • the location is not convenient for the busy college student
    • location is not well known
    • Away from campus and college students
  • Opportunities:
    • Targeting college students
    • Provide healthy Grab-and-Go options near the Oxford Square and Ole Miss campus
    •  Increase buzz about the eatery and location
    • Create awareness for healthy eating on the go
    • Erase the thought wellness on the go is too difficult
  • Threats:
    • Aramark/Centerplate Ole Miss Food Production Contract
      • “Aramark, a food production service, currently holds the rights to run all the student food services on campus, like the Union and Rebel Market.
      • Centerplate runs all food services for sporting events” Aramark Contract .
      • Living Foods would be unable to place a food truck on the Ole Miss campus because of this.
      • Other chains/restaurants on the square or close nearby (South Depot, Newks, Oxford Canteen, Volta).
      • A small family owned business simply cannot produce the quantity to compete with the bigger chains.
      • The cost and competition to enter into the food truck business is high.

Brand Persona

  • The persona of customers that Living Foods should target are primarily the busy, overwhelmed, and sadly nutrient deprived college students. They are aware that their health could improve, but they simply think that meal prepping/grocery shopping, or even choosing healthy options on the go is too time consuming. They are wanting to improve their health but are lacking the inspiration and motivation to take the first step.
  • Local Oxford working moms and dads who want a healthy to bring to work, or even home to their families. They are not looking to sit down and have a full time consuming meal. They enjoy knowing they are fueling their bodies for a long and tiring day of work, and setting an example for their children about healthy eating habits.

The Campaign:

  • Life+College= Failing diet, right? Wellness on Wheels tells a different story. The name of this campaign is “Wellness on Wheels”. The campaign would promote eating healthy on the go. This campaign would kickstart in January of 2019- the start of a New Year. It is a campaign that speaks to all those who said, “this is the year I am going to finally get in shape” for the past five years. You know the ones that say, “no, for real this is the year”. AKA all of us. This campaign would attract audiences of all backgrounds: the stressed college student, the working parent, or even the healthy eating novice.

Target Audience:

  • Although this campaigns goal is to reach the general public of Oxford, the primary target audience is the busy health-seeking college student. The campaign’s “buzz”  will reach the audience through word of mouth, Facebook, Twitter, and Instagram, and the “Wellness on Wheels” food truck.
  • This campaign would reach college students looking to change their eating habits in 2019. The campaign would promote the #wellnessonwheels.
    • The hashtag will create overall brand awareness for Living Foods, and incentivize college students to choose healthy options.
    • #wellnessonwheels does not directly get students into the restaurant, but it does create an overall mindset and trend of healthy options in Oxford.
  • The Pitch:
    • Life+College= Failing diet, right? Wellness on Wheels tells a different story.
    • Living Foods will place their food truck near the Oxford Square and Ole Miss Campus.
    • Grab and go meals such as: fresh juices, and healthy lunch options would be available.

INSTAGRAM:

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FACEBOOK:

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Selfie Competition with the Hashtag:

  • The campaign would include a selfie competition with the #wellnessonwheels.
  • An example of a selfie would be a student who packed their healthy chicken and vegetables the night before and brought it to the library to study the next day. People who receive the most likes from the selfie post with either meal prepped food/or on-the go healthy choice will get a Living Foods free meal.
    The Goal of this?

    • This would instill a positive awareness of eating healthy in college students and get the word out about Living Foods as well.
    • Maintaining a healthy diet on the go is hard, especially as a college student. Healthy options last minute are hard.

FACEBOOK

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(Example of the snap chat competition, with a post that said “I got my quick and healthy smoothie on the go today”! #wellnessonwheels #selfie #livingfoods

Objectives:

  • Improve brand awareness and primary location awareness of Living Foods.
  • Increase awareness of the possibilities of eating healthy on the go through the hashtag #wellnessonwheels, and selfie competition.

 

 

 

 

 

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