Layla Lusby
UNT Dining
Role: Researcher
This is the semester long project from my time in SWOOP, UNT'S student run advertising agency. Our client was the campus dining services, specifically for selling dining hall meal plans.
The Mission
Our goal was to increase meal plan sales overall, but mainly in the commuter market. We were also given the secondary goal of diverting the pre-existing traffic from the most popular dining hall (Eagle's Landing) to the other six dining halls.
The Challenge
Based on our research, most of the people in our target demographic viewed having a meal plan as not cost efficient or convenient. Additionally, most students living off-campus were not aware that the meal plans were availible to them.
The Result
Team Ford created a campaign centered around the message of value. Supplemented by themes of convenience, versatility, inclusivity, and sustainability, we designed the More Than a Swipe plan.
It started with a survey.
The best part of this project was that we were surrounded by our target audience every day, so the insights found us wether we were looking for them or not.
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I created a survey designed to figure out what the students liked and didn't like. All of the general indentifier questions were the same, but a different set of questions were posed based on if the taker already had a meal plan or not.
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This allowed us to see both the benefits and the drawbacks of owning a meal plan in the same questionaire, saving us time and resources.
We got people to take our survey by standing around on campus with baskets of candy and offering treats in exhange for survey completion. College students will do anything for free food.
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While soliciting was the most effective, we also put up posters around campus, in parking lots, and at nearby apartment complexes. In total, we had 444 results to pull our data from.
But wait, there's more..
While we were outside we pestered the people of UNT even further by doing video interviews.
Crunching the Numbers
After putting in the work to collect the data, we used Excel to pull out the insights we were looking for.
Along with the research, I created the personas for this project based directly on what I learned from the survey responses and who I talked to on campus.
Overall, the survey insights taught us about who we were talking to in our campaign. It informed our strategy and the final product (the creative) which you can view below.
Full Plansbook
