Section 2 Public Camp (1)

Section TwoCapital PR

Andra Griffin II

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Primary Public: The Ohio State Greek life population Ohio State Greek life is an expansive network of unique and independent social and/or

academic student organizations encompassing approximately 5,300 undergraduates. Historically,

like-minded men join together to form fraternities, while like-minded women join together to

form sororities, however co-ed organizations exist as well such as business fraternities.

Currently, there are 36 social fraternities and 17 social sororities at OSU, several of which are in

possession of their own off-campus chapter house that provides lodging to members and serves

as a campus headquarters for the organization. Ohio State Greek life is comprised of students

from many different places that belong to many different demographics.

This is our primary public because we believe they have the potential to be the strongest

and most profitable university subculture that DareDevil Dogs could form a relationship with.

First, Greek organizations very regularly host large social gatherings that attract a multitude of

students with diverse academic and social backgrounds, including students that aren’t a part of

Greek life. In this way, DareDevil Dogs food and brand can be exposed to a wide variety of

students and in great numbers. Greek life organizations have fairly large budgets as compared to

other student organizations, making their events larger and more lucrative.

Secondary Public: Ohio State students living in on-campus housing

We have chosen Ohio State University students living in the on-campus residence halls

as its second target public to focus on the newer students who are less acclimated to living on a

college campus in Columbus. In the fall of 2016, Ohio State University jumpstarted a new policy

that made living in the on-campus residence halls mandatory for all freshman and sophomore

students, with the exception of commuters. With a the rise in students living on-campus, we

believe that focusing specifically on the freshmen and sophomores in residence halls is important

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to their campaign. As newer students living on-campus, freshmen and sophomores tend to be

more eager to take hold of their newfound independence and are still feeling the early excitement

of living away from home for their first time. It is common that these students do not have cars

since they are living in residence halls therefore they mainly rely on the COTA bus system and

walking as means of transportation. Restaurants and shops in close proximity to campus are at an

advantage because they often attract students living on-campus due to their accessibility.

Freshmen and sophomores are also typically still learning the Columbus area and the campus

surroundings, which means they may be more open to new restaurant choices or locations, as

long as they are closer to campus and do not require transportation via a car.

Freshmen and sophomores living on campus can be extremely helpful to the client,

DareDevil Dogs, because they may be more inclined to try new restaurants in the area and able

to supply the foot traffic DareDevil Dogs needs along with the correct corresponding tactics.

Tertiary Public: Ohio State campus media

Ohio State campus media is our final proposed public because they have large audiences

that are mostly students of the university. Since students are often turning to college media for

their news source, DareDevil Dogs can reach large audiences and be seen as a viable option.

Also, being mentioned in media is seen as more credible than advertising because the company

doesn’t control the message. Specifically, we have chosen The Lantern and 1870 Magazine as

DareDevil Dogs’ key media outlets in order to reach Ohio State students.

The Lantern is the voice of the students. As the official student-published newspaper of

the university, The Lantern strives to inform students on news happening around campus and the

surrounding area. Many students pick-up the free newspaper at hotspots, read articles online or

through their daily emails or in print around campus. Also, many follow their social media

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accounts that are updated multiple times a day with new content. Sections of the newspaper

include campus news, sports, arts and life, and opinion pieces. Businesses around campus can

also pay for advertisements to be placed throughout the newspaper or on their social media

accounts. Due to the influence and presence The Lantern has at the university, we believe

DareDevil Dogs can utilize the media outlet to create brand awareness among Ohio State

students.

1870 Magazine is the self-proclaimed “unofficial voice of The Ohio State University.”

The magazine serves as an entertainment magazine for Ohio State students and includes unique

stories on lifestyle, sports as well as art and entertainment. According to the 1870 Magazine’s

website, the publication engages over 40,000 readers each month. We propose DareDevil Dogs

establishes a relationship with 1870 Magazine in order to be featured in the publication. The

magazine could potentially write a feature story on DareDevil Dogs as a local business in the

Columbus food scene. This would help educate and foster brand awareness among readers.

Objectives

Public One: Ohio State Greek life community

1. To increase the action of Ohio State students in Greek Life, specifically to create a

relationship between sororities and fraternities and DareDevil Dogs (three social events

with the DareDevil Dogs food truck held by the end of fall semester 2017).

2. To increase the action of Ohio State students in Greek life engaging with DareDevil Dogs

on social media (get 25 Instagram posts from OSU Greek life spring semester 2017).

Public Two: Ohio State students living in on-campus housing

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3. To increase the action of students living on-campus, specifically to promote the delivery

service of DareDevil Dogs (100 orders delivered to on-campus housing locations by the

end of spring semester 2017).

4. To increase the action of Ohio State students who live on campus, engaging with

DareDevil Dogs on social media (get 20 Instagram posts from Ohio State students living

on campus spring semester 2017).

5. To increase the action of students living on-campus, specifically to promote the usage of

the DareDevil Dogs phone app (50 app downloads/account creations that use an Ohio

State email address by the end of spring semester 2017).

Public Three: Ohio State campus media

6. To increase the action of campus media covering DareDevil Dogs in a positive way (two

positive articles in campus media by end of spring semester 2017).

7. To increase the awareness of DareDevil Dogs as a news partner to campus media,

specifically to increase DareDevil Dogs’ stories being told from their perspective (three

hits from press releases by December 2017).

Primary Research Plan

General findings from survey on OSU Greek life and on-campus residents

One methodology we used for our primary research was a survey of two of our target

publics, Ohio State Greek life and Ohio State students living on campus. One of the most

concerning findings out of the 98 people who answered was that 47.25 percent of those had

never heard of DareDevil Dogs, of those 91.49 percent of those had not eaten there. This drove

our campaign in the direction of raising awareness of the brand as well as helping the client have

an initial first cuisine experience with their potential guests. After analyzing our research, we

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were confident that the client’s food can create a connection with people since no one had a

negative perception of the food.

Our survey also reinforced our tactic of bringing the DareDevil Dogs’ food truck to

block. According to our research, 76.6 percent of students attend a block event on football

gamedays. Greek life students specifically have an attendance rate of 90.41 percent, per our

findings. When asked how long they remain at block, majority of people said between three and

five hours. This makes it an appealing opportunity for DareDevil Dogs, being able to reach an

audience from 100 to 300 students, who, according to our survey, have a game-day food budget

of $10 to $20, on average. Another optimistic finding for our client was that hot dogs and

hamburgers were the second and third choices, behind pizza, of students’ game-day food

choices.

Building this initial connection at such a popular event could lead to other opportunities

at smaller functions within Greek life who seems very receptive to the idea of a food truck. Out

of the OSU Greek community we surveyed, 83.56 percent of people said they would like to have

a food truck at one of their organization’s events. Approximately 44 percent of Greeks said their

organization would be at least somewhat likely to host a food truck, while 27.4 percent stated

their organization was indifferent, meaning there is the opportunity to persuade the organization

in favor of the option. When explicitly asked how the students felt about a gourmet hot dog food

truck at an event, the response was mostly positive. The culmination of this research leads us to

believe that block is a good event to introduce Ohio State Greek life to DareDevil Dogs by

creating a fun atmosphere for both our client and their desired public.

When it comes to the OSU community members who live in residence halls, we felt there

would be more of a challenge for DareDevil Dogs. Seventy percent of those surveyed said that

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they did not frequently eat in the south campus area, where DareDevil Dogs is located. Another

indicator for our campaign, was that 75 percent of our sample said they prefer to go to a

restaurant when eating off campus versus delivery. Since 100 percent of those surveyed said they

eat at least one meal off campus a week, there is a lot of room for growth. Our campaign is

influenced by these findings to give reasons to OSU students to venture to the south campus area

to come into the restaurant.

General findings from fraternity social chair interviews

When analyzing the overall responses of the some of the bigger fraternities on campus

500 to 600 people attend their block on game days. All of the three fraternities interviewed have

block at their fraternity house, or annex. Also they all get food catered to them for certain

events. All three of the fraternities interviewed agreed that they would interested in having a

food truck at block. Mitchell from Kappa Sigma stated in an email message “personally I think a

food truck would be lit at block haha!” Two-thirds also said that they would be interestested in

having a food truck for one of their philanthropy events. When it comes to the budget for food at

social events it varies, especially between each fraternity. Some fraternities don’t spend that

much for food. This means that follow the bare minimum that IFC requires at block. Majority of

fraternities did agree that an philanthropy event team-up with DareDevil Dogs would be

awesome.

Media content analysis

Next, we conducted a media content analysis on specific media outlets at Ohio State.

First, we analyzed The Lantern’s content and reach. The publication is the official student-

published newspaper at Ohio State. They strive to provide students with information regarding

various issues/events occurring in and around campus. The media kit provided on their website

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states each issue has a circulation of 7,000. We also specifically looked at The Lantern’s reach

on their website, emails and social media accounts. According to their media kit, their website

receives 1,825,620 unique visitors per year and 4,128,582 page views per year. Additionally,

19,000 email subscribers receive the daily email edition of The Lantern. For social media, their

Facebook page has 8,895 likes; their Twitter has over 37,100 followers and their Instagram has

3,864 followers.

The other campus media outlet analyzed was 1870 Magazine. The magazine is read by

students on campus, but has no official affiliation to Ohio State. They offer a different approach

to providing students information on university events/issues. Articles tend to focus on the

lifestyle and culture of students at Ohio State. Their Facebook page has 4,182 likes; their Twitter

has 3,901 followers and their Instagram has 2,803 followers.

Both The Lantern and 1870 Magazine have a strong following at Ohio State. Thus, we

believe it would be in DareDevil Dogs’ best interest to establish connections with these campus

media outlets and utilize them for different story angles. We plan to further our research by

distributing another survey to Ohio State students. One aspect the survey will look into is the

influence campus media has on students. By taking this research one step further, it will solidify

the presence these media outlets have on campus.

Fusian case study

Our primary research also included a condensed case study of Fusian, a fast and casual

create-your-own sushi restaurant located in Columbus, Cincinnati and Dayton. Fusian was cited

by the client as a business inspiration and with a similar back story, we decided it would be

beneficial to analyze their communication practices.

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Fusian’s website emphasizes the simple, casual experience reflected in their store

locations. The business’s signature color scheme of vibrant green, black and white are used

throughout the entirety of the website’s easy-to-find linked webpages. Aside from sharing the

necessities such as store hours, the entire restaurant menu and locations, Fusian utilizes their

website to clearly spell out the history, personal beliefs and mission statement. The business

sticks to their key concepts of sustainability, simple ingredients and allowing customers to enjoy

a welcoming dining experience. It is clear that Fusian exemplifies a specific brand and aims to

create a holistic dining experience where sushi feels accessible and healthy.

Fusian strives to take their passion for excellent customer service a step further by

including a section of their website that highlights their employees. Relatable and interesting

interviews provide customers with a chance to meet the faces behind the business. Blog posts

about philanthropic engagement and collaborations with other local restaurants add transparency

to the Fusian brand.

Fusian’s social media accounts portray a very clean, professional and simple vibe. They

have professional quality photography and clever captions to attract users. While their Facebook,

Twitter and Instagram all feature the same photos with the same captions, they post the photo

directly to that platform. Meaning, they don’t just link to an Instagram post on Twitter and

Facebook. Their captions are also relevant to what is happening in the world and approach their

publics in a conversational style. Fusian doesn’t seem to be exclusive, rather inclusive with those

viewing their profiles.

Another thing they seem to do is not consistently post about the same thing. Sometimes

they talk about a menu item, sometimes it’s about their company and sometimes it’s just a fun

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photo with a humorous caption. The variety of posts keeps followers engaged and not

overwhelmed by the same type of content.

Campaign Strategies

We at Capital PR believe that authentic, proactive strategies are the necessary means to

garner strong relationships between DareDevil Dogs and the Ohio State community. Through

strategies that involve both action and communication, our campaign will strive to promote

awareness of the client, spark action in the publics and generate acceptance among the

community members.

Special Events

A special event strategy forms bonds between the client and the desired publics because

they allow community members to come together for a celebratory gathering. They are

strategically planned and encourage one of our key publics, the Greek life community to engage

with DareDevil Dogs. We are striving to create an event that not only promotes awareness of the

client to the Greek life community, but also is interactive and enjoyable for the public. The Ohio

State Greek life thrives on group events, such as Block, semi-formal dances and recruitment

gatherings. Our primary research survey findings indicate that a majority of sorority and

fraternity members attend Greek life events and would be interested in having a gourmet hot dog

food truck.

We feel that the client would be able to utilize not only the large student reach available

at the event, but also would be able to spark the initial connection between the brand and

different sororities or fraternities. We hope to also create a link between the Ohio State business

fraternities and DareDevil Dogs as well, since the client does include an Ohio State University

education background and has succeeded in business. Capital PR believes that the client could

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offer insight into the business world for students through informative special events. Our team is

currently striving to complete primary research to further prove the benefits and interest in this

proposed relationship.

Special events would also be beneficial for targeting another one of our key publics,

specifically students living in on-campus residence halls. While our primary research results

showed that the south campus area, where DareDevil Dogs is located, is not frequently visited,

we feel that creating special events that utilize both the restaurant location and the delivery

option would provide on-campus students with the initial motivation to try DareDevil Dogs and

get a feeling of the brand and experience that the client desires.

With both of the above target publics, our special event strategy would not only be a

simple staged activity that would spark awareness, but it would also create associated actions and

activities to further interest new potential customers and strong relationships.

Audience Engagement

Audience engagement strategies are extremely vital to our relationship-based campaign

that focuses on creating bonds with DareDevil Dogs and the Ohio State community. Tactics that

engross two of the firm’s publics, Ohio State Greek life and Ohio State students living in

residence halls will aim to initiate acceptance of DareDevil Dogs while encouraging them to visit

the client’s actual location. Delivery options will also play a major role within this strategy so

that customers from our desired publics feel that they have options in the ways that they

participate in the tactics. We desire to use to audience engagement strategy to create tactics that

are relatable to our publics, easy to understand and benefit the customers. We do not want to

generate only one-time customers, but rather longstanding links between customers in our target

publics and the client.

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Philanthropy

Our client expressed interested in partnering with organizations through philanthropic

efforts, therefore we at Capital PR believe that our target public of Ohio State Greek life would

be the best link to create for this strategy. The Greek life community works tirelessly to

contribute to a variety of charities and normally each fraternity and sorority has a specific

philanthropic focus, such as a particular cause of charity. A philanthropic strategy would not

only provide our client with community visibility and an enhanced reputation, but would also

provide a strong common ground between DareDevil Dogs and various sororities and

fraternities. This strategy would allow for the our target publics to perceive the client as a

positive member of society while also promoting acceptance and awareness of the DareDevil

Dogs brand.

Publicity

A publicity strategy focuses on communication and gaining public attention from news

media outlets. Since our other strategies include special events and interactive audience

experiences, we feel that garnering interest from our third public, local campus media, will serve

as the perfect opportunity. We can utilize them to not only raise awareness of the client and the

DareDevil Dogs brand. This will generate curiosity from our other publics, Greek life and Ohio

State students in residence halls, as well as new, untouched publics that we have not yet targeted.

Our media content analysis exemplified that diversified readership of campus media, such as The

Lantern and 1870 Magazine. Readership has expanded from just the physical printed media, to

now the corresponding websites and social media platforms. Campus media is accessible and

relatable to our other target publics and we at Capital PR believe that using publicity via these

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local resources would help bridge the client with its desired relationship with the Ohio State

community.

Message

DareDevil Dogs is a locally-sourced restaurant that aspires to give a one-of-a-kind

culinary experience to every member of the Columbus community. Since opening in 2014,

DareDevil Dogs strives to make their presence known in the Columbus food scene and the Ohio

State campus. We propose DareDevil Dogs forms strong bonds with the Ohio State community;

specifically, students involved in Greek life, students living in dorms, and campus media in order

to generate customer loyalty. By implementing positioning strategies, we want to establish

DareDevil Dogs as a staple eatery in the Ohio State student community. This will be

accomplished by spokespersons that are knowledgeable and passionate about the brand

communicating the mission of DareDevil Dogs.

Upon reviewing the survey results, it can be stated that Ohio State students are unaware

of or have yet to indulge in DareDevil Dogs’ cuisine. Therefore, we propose using spokespersons

to establish brand awareness and relationships among potential customers at the university. We

have chosen the owners, Bill Garland, Mike Gadd and Tomos Mughan, to be one group of

spokespersons. Since they are the masterminds behind DareDevil Dogs, we believe they are

experts at their craft. Also, this would allow potential customers to meet the faces behind

DareDevil Dog, similar to a tactic utilized by Fusian. The owners should convey that DareDevil

Dogs isn’t just a hot dog place, but a local restaurant with a lively atmosphere and a one-of-a-

kind cuisine. By sharing their story, students at Ohio State would become familiar with the brand

as well as the mission of DareDevil Dogs. We plan to enact DareDevil Dogs mission as an

locally-sourced restaurant with fresh high quality ingredients, by keeping our PR tactics fun,

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energetic, and exciting. These characteristics would allow our audience to get the ultimate food

experience by gaining knowledge of the brand, and providing a better understanding of the core

values of DareDevil Dogs.

Garland, Gadd, and Mughan all come from different backgrounds, and experience. We

plan to use these distinct features and the ethos appeal to promote their brand. Mughan is

responsible for DareDevil Dogs PR/Marketing, and knows the business inside and out. Due to

Gadd’s culinary expertise, we plan to use him to convey the unique dining experience to

potential customers. Garland runs the business operations, and processes for DareDevil Dogs.

Therefore, Garland usually runs the company from a day to day basis, and is the one generating

the profits at the store. We thinks the best way to utilize Garland would be for him to discuss the

day-to-day operations.

The other group of spokespersons we have chosen are the DareDevil Dogs brand

ambassadors. The spokespersons will be two student brand ambassadors at the university that

will be selected by the owners. Similar to the other group of spokespersons, the brand

ambassadors will be familiar with the mission of DareDevil Dogs; thus, they will be used to

produce awareness among Ohio State Students. We believe these spokespersons would be

appealing to Ohio State students because they are their peers and as a result they share similar

characteristics.

Tactics

DareDevil Dogs food truck at a fraternity block

The first tactic we propose is a personal involvement, specifically an audience-site

involvement event. For this event, DareDevil Dogs will take their food truck to block at an Ohio

State fraternity. According to our research, there will be more than 100 people at the event that

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lasts between three and five hours, depending on the organization selected. The client indicated

they desire to create lasting relationships with their guests, even through their food truck. In

order to accomplish this, we suggest they create a competition for those attending block to take

the most creative photo incorporating DareDevil Dogs at the event and use the hashtag

“DareToWin” incorporating the gameday aspect of the party. In order to win, the attendees must

follow our client’s Instagram account and tag them. After the event has concluded, DareDevil

Dogs can select the photo they deem to be the most creative and that person will win a $50 gift

card to the restaurant.

At the same event, DareDevil Dogs should offer a free side on their next visit to the store

to anyone who purchases food from the truck by putting the offer on the receipt—if anyone

brings their receipt to the store within the next month, they can redeem the offer. We also

recommend that DareDevil Dogs gives away branded bottle openers to anyone who purchases a

hot dog, side and drink. The bottle openers are fitting for the environment at block and since they

are on a key chain, recipients can clip it on their key ring and the brand interaction continues.

To promote this event, DareDevil Dogs should post on their social media accounts that

they will be having this event. However, contrary to what they have done recently on their

accounts, each platform should get it’s own post, meaning, don’t link to an Instagram post on

Twitter and Facebook. They should also make sure they are using their own photos to promote

this. That could include going to the fraternity house it is going to take place at and snapping a

photo of some of their food in front of it. They should also encourage the fraternity to advertise

the event to its members and friends outside of the organization.

Tomos partners with an Ohio State business fraternity

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Another tactic we propose for DareDevil Dogs is partnering with a business fraternity

through an information exchange. Tomos, a graduate of Ohio State, will speak to a business

fraternity about his entrepreneurial venture and what students should know about starting their

own business. He can also address how his experiences at Ohio State led him to start DareDevil

Dogs and what has helped him so far. All of the DareDevil Dogs owners can then host a special

event where they host members of the business fraternity at the restaurant to have a networking

dinner with them and to help educate the business students. Fraternities that DareDevil Dogs can

approach to partner with include Delta Sigma Pi, Alpha Kappa Psi and Pi Sigma Epsilon. They

are all co-ed business focused fraternities with active chapters at Ohio State.

BYOB contest

A third tactic to break into the Ohio State Greek life community is another special event.

DareDevil Dogs will host a contest between all Greek organizations during April 2017. The

specific event is titled Bring Your Own Big, BYOB for short. When a big and little come to the

restaurant and purchase a hot dog or hamburger, they will get a point. If the duo posts on

Instagram, tags and follows DareDevil Dogs, they get an extra point. Points are recorded on a

decorative scoreboard posted in the restaurant with sections for every organization. At the end of

the month, DareDevil Dogs will donate 20 percent of those sales to that organization’s

philanthropy. To keep track of the Greek life sales, DareDevil Dogs should mark the receipts and

keep them separate until the contest ends.

We recommend April because students are still in school, but the weather is generally

nice enough where students are willing to spend more time outside. To get the word out about

the event, DareDevil Dogs will participate in chapter walks. Chapter walks are where a few

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people walk to each organization during their chapter dinner, knock on the door and then speak

to the entire organization about their event.

Loyalty Program

An ongoing tactic we recommend, is for DareDevil Dogs to build a loyalty program. One

component of this program is to offer a customer a free meal after 10 deliveries to a fraternity or

sorority house. We also recommend that DareDevil Dogs extends their loyalty program to other

locations that target the second public of students living on campus. The other approved

locations include any on-campus academic building or residence hall. A 2014 study by Cameron

Graham, who analyzes how business actions impact their bottom line, customers are 82.4 percent

more likely to shop somewhere that offers a loyalty program. The study also revealed that people

prefer loyalty programs that are based in apps.

Since DareDevil Dogs delivery service is app based, we believe it will be very appealing

to customers and drive more users to the app. This loyalty program will increase repeat

customers and reinforce the individual’s relationship with the brand. After analyzing our primary

research and realizing it did not sufficiently answer if this would be appealing to our target

publics, we plan to conduct more research to see if our target publics are accurately described by

Graham’s study.

Spend finals week with DareDevil Dogs

Another tactic targeting the students living on OSU’s campus is an ongoing special event

during finals week. This ongoing event throughout the week will be a contest in which students

can come to DareDevil Dogs for a study break where students can not only have a change of

scenery, but have the chance to win prizes, such as branded water bottles and gift cards. Students

who order DareDevil Dogs during finals week can have the chance to win a $50 gift card by

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posting a picture of them with their food, tagging and following DareDevil Dogs on Instagram.

By having customers post on social media, DareDevil Dogs is receiving word-of-mouth

advertising to large groups of people, some of whom likely belong to one of their target publics.

Another part of the finals week special, is if you order more than $15 of food when you

come in, you’ll get a free water bottle. At the end of the week, DareDevil Dogs will choose the

most creative photo and that individual will win a $50 gift card. Before finals week starts,

DareDevil Dogs should promote their late hours and delivery service on their social media. Once

students know of them as a viable option of late night food, this event is more likely to have a

lot of participation.

Pitching to campus media

We would like to utilize campus media outlets as another tactic in our proposed

campaign. Specifically, we want to promote DareDevil Dogs by pitching story ideas to campus

media outlets such as The Lantern and 1870 Magazine. Possible story ideas include highlighting

Tomos Mughan as an Ohio State grad succeeding in business in the Columbus community,

coverage of block events or final week festivities as well as a piece informing guests of the

expanding menu. Ideas such as these will be pitched by sending reporters a press release

detailing the proposed story idea in advance.

Media Kit

For our next tactic, we propose DareDevil Dogs establishes a media kit by February 2017

to increase news media coverage. The media kit will include an overview of the company, their

mission, fact sheet, press releases, product descriptions, frequently asked questions and contact

information. It will also include stock photography and a video for journalists to use to promote

the brand. The video will showcase the one-of-a-kind dining experience DareDevil Dogs has to

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offer. This media kit will be sent to various media outlets in hopes of the outlet promoting

DareDevil Dogs in the future. Additionally, we would like to propose DareDevil Dogs include

the media kit on their website. As the company expands over time, the media kit should be

updated accordingly.

Evaluation

Public One: Ohio State Greek life community

Our proposed campaign objectives that align with Ohio State Greek life thrive on

increasing the action of this targeted public, not only through special event strategies, but also

with generated audience involvement. To evaluate the successfulness of these particular

objectives, we will focus on the numerical turnout of Greek life involvement. Specifically, we

will ask the client to simply keep track of the number events held by a sorority or fraternity that

includes DareDevil Dogs throughout the course of the 2017 academic year. The types of events

span from Block to philanthropic events and everything in between, therefore there is a lot of

variety and flexibility. The focus lies on the relationship being built between Ohio State Greek

life and DareDevil Dogs through the different events. Our second mechanism for evaluation for

the Greek life public is keep track of Instagram posts that are tagged with DareDevil Dogs or a

proposed campaign tactic hashtag. The successfulness of the campaign will then be partly

determined by the number of Instagram posts over the course of autumn semester 2017.

Public Two: Ohio State students living in on-campus housing

Our proposed objectives for Ohio State students living in on-campus housing follow a

similar suit as our objectives for Greek life. They are action-oriented and aim to generate a

strong and easy to decipher numerical turnout. One mechanism for determining the

successfulness will be simply to utilize the DareDevil Dogs app to keep track of the number of

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times a delivery is sent to a sorority or fraternity house address. Furthermore, we plan to also use

the app to keep record of the number of Ohio State email addresses used to create account. The

account information will be exported into a program, such as Excel, to easily organize the email

addresses and specifically group the Ohio State email addresses. The final evaluation mechanism

will be to track Instagram posts tagged with DareDevil Dogs or the proposed campaign hashtags.

Each of these three evaluation mechanisms will be implemented during the course of the 2017

spring semester.

Public Three: Ohio State campus media

Our proposed objectives for Ohio State campus media are straightforward and simple to

to calculate the success of. Through counting the number of positive articles mentioning

DareDevil Dogs as well as counting press release hits throughout the course of the 2017

academic year, DareDevil Dogs can easily see the outcome of the proposed campaign. Internet

tracking systems can aid the counting of press release hits so that the client can effortlessly keep

track of the results. Both of these evaluation mechanisms not only focus on the action of the

campus media, but also the increased awareness of the client for this particular public.

Budget

● 250 DareDevil Dogs bottle opener keychains - $160

● 250 DareDevil Dogs water bottles - $462.50

● Two DareDevil Dogs gift cards - $50/each

● Opportunity cost associated with deploying the food truck

Total Cost: $722.50

As far as the food truck is concerned, the client has illustrated that there is a clear

opportunity cost present. When taking the food truck to various locations, there is always the

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possibility of being able to make more of a profit at a different spot. However, in terms of the

goals and aspirations of the client, we strongly believe that this opportunity cost is lowest when

the food truck is present at a Greek life event, such as football block. While at block, the number

of students exposed to DareDevil Dogs’ brand and food could reach upwards of 300. Since,

according to our research, there is very small number of students who have heard of the client,

getting the students initially acquainted with them is of the utmost importance. This, combined

with the brand relationship strategies that will be employed at block, will be very beneficial

because it will not only increase the public’s awareness, it will also set the stage for a meaningful

relationship to be formed between the client and the public. Therefore, brand loyalty, along with

both new and repeat customers will be created. Because this outcome is so valuable to the client,

we believe the prospect of this success dwarfs the risks and opportunity costs associated with

deploying the food truck.

Timeline

● February 2017 on - Loyalty program● February 2017 - Launch media kit● March 2017 - Press release about upcoming BYOB contest● April 2017 - BYOB● Apr. 26, 2017 to May 2, 2017 - Finals week contest● August 2017 - Press release about Tomos as a successful Ohio State graduate● Sept. 2, 2017 to Nov. 25, 2017 (Football season) - Food truck at block (one weekend,

depending on schedules of DareDevil Dogs and the fraternities)● Sept. 2, 2017 to Nov. 25, 2017 (Football season) - Send press releases the week before

attending block● August 2017 - Begin contacting business fraternities to establish partnership

October 2017 - Tomos speaks at business fraternity event and DareDevil Dogs host business fraternity event.

22

●Appendix

Raw Data from SurveyQ1 - Are you an Ohio State student?

# Answer % Count

1 Yes 97.98% 97

2 No 2.02% 2

Total 100% 99

Q2 - Are you a member of Greek life?

# Answer % Count

1 Yes 80.85% 76

2 No 19.15% 18

Total 100% 94

Q24 - Do you live in a residence hall?

# Answer % Count

1 Yes 21.28% 20

2 No 78.72% 74

Total 100% 94

Q3 - How much money do you tend to spend on food on game days?

How much money do you tend to spend on food on game days?

20

15

10

10

13

15

10

23

$10

$15

$20

$10

10

30

$10

$10

10-20

30

20

15

$15

20

10

$15

10

2

25

25

$10

$20

$20

0

5

0

$15

24

10

$10

$10

10.00

$20

$10

20

15

$10

$10 at most

10

15

20

25

$30

$15

$9

10

15

$20

$15

15

15

$8

10

13

15

25

0

$10

$20

$10

$25

$10

30

$10

$15

5$

0; ($9 on alcohol)

$10

$0

10.00

0

10

$15

$15

15

$20

$20

10

$10

$10

15

$15

$10

26

10

0

$8

8

20

15

Q4 - Do you typically attend a football block on game days?

# Answer % Count

1 Yes 76.60% 72

2 No 23.40% 22

Total 100% 94

Q5 - Rank from 1-5 what foods you would want the most on game days.

Question 1 2 3 4 5 Total

Pizza 54.44% 49 13.33% 12 16.67% 15 13.33% 12 2.22% 2 90

Hot Dogs 17.78% 16 22.22% 20 14.44% 13 16.67% 15 28.89% 26 90

Hamburgers 11.11% 10 27.78% 25 36.67% 33 16.67% 15 7.78% 7 90

Mexican Food 8.89% 8 15.56% 14 16.67% 15 21.11% 19 37.78% 34 90

Sandwiches/Subs 7.78% 7 21.11% 19 15.56% 14 32.22% 29 23.33% 21 90

Q25 - How many meals a week do you eat off campus (not using your meal plan)?

# Answer % Count

1 None 0.00% 0

2 1-3 65.00% 13

3 4-6 30.00% 6

4 7-9 5.00% 1

5 10+ 0.00% 0

Total 100% 20

Q26 - How often do you eat on south campus?

# Answer % Count

27

1 Always 0.00% 0

2 Most of the time 20.00% 4

3 About half the time 10.00% 2

4 Sometimes 50.00% 10

5 Never 20.00% 4

Total 100% 20

Q27 - What is appealing about getting food delivered?

What is appealing about getting food delivered?

Not having to move much

Convenience

Not having to leave my dorm.

Not having to walk

Convenience

Convenience

Get better food than dining halls

I don't walk

Not having to walk to get it

Not having to go get it

Don't have to move

It's easy, especially when the weather is bad

Not walking

Not having to leave my couch

Don't have to walk

No work, can go get it in my pajamas, no having to interact with people, can get food with my friends

Don't need to move much

You can late in the evening.

Easy and convenient

28

Q28 - Why do you choose going to the restaurant instead of having your food delivered?

Why do you choose going to the restaurant instead of having your food deliv...

Cost

Proximity

To be social with friends.

If I'm already near the restaurant

If it's on the way

Don't wanna pay for delivery

It's cheaper

Don't want to pay to get it delivererd

to avoid the delivery fee

I don't

It tends to be cheaper and sometimes I enjoy the walk to get food. Especially if it's with friends

The experience of the restaurant scene

Because i can tell them exactly what i want (more food)

No delivery costs; more options; atmosphere

Get out of my room/get fresh air, quicker service

Money and I didn't want to wait

To spend quality time with friends and loved ones.

If I want to take my girlfriend out to dinner rather than be a lazy turd and order us food online.

Q29 - When you get food from off campus, do you typically?

# Answer % Count

1 Go there 75.00% 15

2 Get delivery 25.00% 5

Total 100% 20

Q30 - Where do you usually go to get food when you eat off campus?

29

Where do you usually go to get food when you eat off campus?

Wendys

Chipotle

Chipotle

Chipotle, Subway, Catfish, Five Guys, Panera, Jersey Mikes, etc

Moes

High street

High street

Bdubs

Blaze Pizza

Qdoba

Chipotle, Canes, Jimmy Johns

Moe's

Chipotle, Blaze Pizza, Joys

Jimmy John's

Chipotle

Noodles & Company, UDF, Insomnia Cookies

Cane's, Five Guys

Wendys

Mad Mex

Sicilia's

Q31 - Do you use the COTA to go south of campus?

# Answer % Count

1 Yes 30.00% 6

2 No 70.00% 14

Total 100% 20

Q32 - How much money do you spend on food off campus per month?

30

How much money do you spend on food off campus

per month?

300

100

50

100

250

$75

$75

100

$20

100

$60

15

$60

70

30$

50

$50

$50

150

100

Q33 - What is your preferred method of payment?

# Answer % Count

1 Cash 0.00% 0

2 Card 80.00% 16

3 BuckID 20.00% 4

Total 100% 20

31

Q34 - Are you more likely to go to a restaurant off campus if it takes BuckID Cash?

# Answer % Count

1 Yes 80.00% 16

2 No 20.00% 4

Total 100% 20

Q35 - At which time do you usually order food for delivery? (Please select all that apply)

# Answer % Count

1 9 a.m. to noon 0.00% 0

2 Noon to 3 p.m. 0.00% 0

3 3 p.m. to 6 p.m. 21.05% 4

4 6 p.m. to 9 p.m. 26.32% 5

5 9 p.m. to midnight 47.37% 9

6 Midnight or later 36.84% 7

Total 100% 19

Q7 - What organization do you belong to?

What organization do you belong to?

Sigma pi

Sigma Pi

Sigma Pi

Chi Phi

Chi Phi

Chi Phi Fraternity

Chi Phi Fraternity

Chi Phi

Chi phi

Sigma Pi

Chi phi

32

Chi Phi

Chi phi

Chi Phi

Chi Phi

Chi phi

Chi Phi Fraternity

Chi Phi

ΧΦ

Sigma Pi

Chi Phi

Sigma pi

Chi Phi

Chi Phi

Chi Phi

Chi Phi

Chi Phi

Chi phi

Chi Phi

Sigma Pi

Sigma Pi

Sigma Pi

Sigma pi

Sigma pi

Sigma Pi

Sigma pi

Sigma pi

Sigma Pi

33

Sigma Pi

Sigma Pi

Sigma Pi

Sigma Pi

Sigma pi

Sigma Pi

Alpha Xi Delta

Alpha Omicron Pi

Alpha Omicron Pi

Alpha Omicron Pi

Alpha Omicron Pi

Alpha Omicron Pi

AOII

Alpha Omicron Pi

Osumb/aoii

Alpha Omicron Pi

Alpha Omicron Pi

Alpha Omicron Pi

Sorority

Alpha Omicron Pi

Alpha Omicron Pi

AOII

AOII

Alpha omicron pi

AOII

Alpha Omicron Pi

Alpha Omicron Pi

34

ALPHA OMICRON PI

Alpha Omicron Pi

Alpha Omicron Pi

AOII

Alpha Omicron Pi

AOII

Gamma Phi Beta

Q8 - Do you attend your organization's football block on game days?

# Answer % Count

1 Yes 90.41% 66

2 No 9.59% 7

Total 100% 73

Q10 - Is your block open or closed?

# Answer % Count

1 Open 50.00% 33

2 Closed 50.00% 33

Total 100% 66

Q11 - How long do you stay at block?

How long do you stay at block?

4 hours

4 hours

Whole time

3 hours

1 hour

2-3 hours

3 hours

The whole time

Until game time

35

The whole time

3 hours

3 Hours

3 hours

3 hours

All of it

3 hours

2hrs

Full Time

2 hours

Till I black (3ish hours)

4 hrs

1 hour

4 hra

The entire time

The whole time (about 3hrs or so)

2-3 hours

2 hours

3 hours

2 hrs

The entire time

3 hours

Whole time

Until it ends

3 hours

2 hours

4 hours

36

4 hours

The whole time

4 hours

Whole time

4 Hours

The full time

3-4 hours

3 hrs

Open till close

til the game

2.5 hours

2 hours

1 hour

1 hour

1 hour

1 hour

4 hours

2-3 hours

3-4 hours

1ish hours at ours, then others

Until gametime

2 hours?

An hour or two

4 hours

3 hours

2 HOURS

10 minutes

37

2 hours

2 hours

2 hours

Q12 - Approximately how many people would you say attend your block?

Approximately how many people would you say attend your

block?

100+

200

200

100

100

200-300

100-200

80-100

150

100

200

100

120

100-200

300

150

100-150

200

200

150

38

120

160

150-250

200

150

200

200

200

50+

150-200

A lot

200

200

80

200-300

200

600

200-300

150

150

150

300

300

150-200

45

50

30

39

20-30

35

75

50

50

30-40

45

?

80

60

50-60

20-30

30

100

60

40

Q13 - What other Greek life events have you attended?

# Answer % Count

1 Date Party 89.04% 65

2 TGs 97.26% 71

3 Formal 79.45% 58

4 Semi Formal 41.10% 30

5 Philanthropy Events 97.26% 71

Total 100% 73

Q14 - Would you like to have a food truck at one of these events?

# Answer % Count

1 Yes 83.56% 61

40

2 No 16.44% 12

Total 100% 73

Q15 - Would you like to have a gourmet hot dog food truck at an event?

# Answer % Count

1 Yes 68.49% 50

2 No 31.51% 23

Total 100% 73

Q16 - How likely is your organization to host a food truck at your event?

# Answer % Count

1 Extremely likely 6.85% 5

2 Somewhat likely 36.99% 27

3 Neither likely nor unlikely 27.40% 20

4 Somewhat unlikely 23.29% 17

5 Extremely unlikely 5.48% 4

Total 100% 73

Q18 - How often do you attend Greek life events (if ever)?

# Answer % Count

1 Always 0.00% 0

2 Most of the time 0.00% 0

3 Sometimes 11.11% 2

4 Rarely 44.44% 8

5 Never 44.44% 8

Total 100% 18

Q19 - Would the prospect of a food truck encourage you to attend a Greek life event?

# Answer % Count

1 Yes 44.44% 8

2 No 55.56% 10

Total 100% 18

41

Q20 - How would you feel about a gourmet hot dog food truck being at an event?

How would you feel about a gourmet hot dog food truck being at an event?

Yes

Not good

Good

Lotta wieners

I hate hotdogs

Gross

Yummy

Cool

nah

Love it

Good

Not opposed to it.

hell yea

Sure but I'm a dude so I'm probably not going to be let into frat events

It would be cool, but I still wouldn't go to the event.

I would probably get a hot dog if there was.

Q21 - Have you ever heard of DareDevil Dogs?

# Answer % Count

1 Yes 52.75% 48

2 No 47.25% 43

Total 100% 91

Q22 - Have you ever eaten DareDevil Dogs?

# Answer % Count

1 Yes 8.51% 4

2 No 91.49% 43

Total 100% 47

42

Q23 - How satisfied were you with DareDevil Dogs?

# Answer % Count

1 Extremely satisfied 20.00% 1

2 Somewhat satisfied 40.00% 2

3 Neither satisfied nor dissatisfied

40.00% 2

4 Somewhat dissatisfied

0.00% 0

5 Extremely dissatisfied

0.00% 0

Total 100% 5

Kappa Sigma

1.Are you in an Ohio State sorority or fraternity?

Yes

2. Which one?

Kappa sigma

3. Do you normally attend a football block?

Yes

4. Do you normally host a football block?

Yes

5. If you host a block, how people normally attend?

Approximately 500

6. Do you ever pair up with another sorority or fraternity to host an event? (block, Greek

Games, Greek Week, Homecoming)

Yes for events such as greek week

7. How often do you utilize food trucks during your social events?

43

Never

8. What is your typical food budget for social events?

In compliance with IFC standards, so usually less than $20 per events

9. What is your typical food budget for philanthropy events?

Varies significantly, usually food sales contributes to philanthropy

10. How do you provide food at your social and philanthropy events?

Pizza/ small snacks

11..Would your organization be interested in having a food truck at any of your social events?

Yes, there is a demand for food at events. A food truck at one of our events would be

mutually beneficial.

12. Would your organization be interested in having a food truck at an philanthropy event?

Yes very likely

13. Have you ever heard of DareDevil Dogs?

Yes

14.Do you think your sorority/fraternity would be interested in hosting an event with a

DareDevil Dogs food truck?

Yes

15. Do you think your sorority/fraternity would be interested in attending an event with a


It would not draw me to an event but if I was hungry I would likely purchase food

Sigma Chi

1. Are you in an Ohio State sorority or fraternity?

Fraternity

44

2. Which one?

Sigma Chi


Yes


Yes


525 to 575

6. Do you ever pair up with another sorority or fraternity to host an event? (block, Greek Games,

Greek Week, Homecoming) Yep! (All)

7. How often do you utilize food trucks during your social events?

None

8. What is your typical food budget for social events?

IFC Standard is minimum of 20 bucks

9. What is your typical food budget for philanthropy events?

Around 4,500

10. How do you provide food at your social and philanthropy events?

Catering

11.. Would your organization be interested in having a food truck at any of your social events?

Yes

12. Would your organization be interested in having a food truck at an philanthropy event?

Yea

13. Have you ever heard of DareDevil Dogs? No

45

14. Do you think your sorority/fraternity would be interested in hosting an event with a


Maybe



Maybe

Tau Kappa Epsilon

1. Are you in an Ohio State sorority or fraternity?

Fraternity

2. Which one?

TKE


Yes


Yes


400

6. Do you ever pair up with another sorority or fraternity to host an event? (block, Greek Games,

Greek Week, Homecoming) yes

7. How often do you utilize food trucks during your social events? No

8. What is your typical food budget for social events? varies

9. What is your typical food budget for philanthropy events? Depends

10. How do you provide food at your social and philanthropy events? Catering or cook-out

46

11.. Would your organization be interested in having a food truck at any of your social events?

Maybe

12. Would your organization be interested in having a food truck at an philanthropy event? No

13. Have you ever heard of DareDevil Dogs? Yes

14. Do you think your sorority/fraternity would be interested in hosting an event with a

DareDevil Dogs food truck? Yes


DareDevil Dogs food truck? Yes

Section 2 Public Camp (1)

Documents

Transcript of Section 2 Public Camp (1)