A comprehensive strategic communications campaign for OrderUp's Columbus market, to increase market share, brand awareness, and user engagement.

2. 1
Situation Analysis................2-3
Mission Statement..............3
SWOT....................................4
Research Findings...............5-12
Problems Statement..........13
Goals Statement..................13
Message.................................14
Target Publics......................15-18
Objectives.............................19-22
Strategies..............................23
Tactics....................................24-36
Evaluation.............................37-38
Budget........................39
Timeline.....................40
References................41-42
Appendix....................42-49

3. OrderUp is an online food ordering franchise founded in 2002 at
Pennsylvania State University by Chris Jeffery and Jason Kwicien.
OrderUp, now with its headquarters in Baltimore, Maryland, delivers for
more than 2,000 restaurants in the United States through their 50+
markets. Each franchise has a set geographical section that they deliver
to from local restaurants. They deliver from both restaurants that provide
their own delivery service and ones that do not. The Columbus franchise,
owned by Nick Miesen, currently delivers food from over 50 restaurants.
OrderUp is currently in an oversaturated food-delivery market. They are
relatively new to the Columbus area and have potential to grow in such a
large, diverse city.
Being in such a dense market, there is a need to set their brand apart
in order to boost their brand awareness, acceptance and sales. Being a
fresh, young, hip franchise, OrderUp Columbus is in a position where they
are ready to differentiate themselves from the market with a cutting-edge
campaign to boost their market share, drive sales and increase user
engagement. Through this campaign, OrderUp would like to maintain
their goal of “delivering the undeliverable” while introducing a fresh and
exciting campaign. This campaign will be released in Spring 2016, geared
towards students at The Ohio State University. OrderUp
intends for the campaign to generate brand awareness,
brand acceptance and develop loyal customers.
2

4. OrderUp has had great interaction with its publics through its daily
posts on social media whether it is Facebook, Instagram or Twitter. Being
active on these social media platforms with social media campaigns and
daily postings enables OrderUp to keep their brand at the top of their
customer’s minds.
OrderUp is on a mission to make it easy to discover and order
from the best delivery and takeout restaurants in hometowns,
nationwide, by providing a product and service that enables and
supports local franchisees. OrderUp is passionate in their mission to
change the way food is ordered and delivered.
3

5. STRENGTHS
Online presence
previous social media
campaigns
Advanced Technology
In-app delivery tracker
Advance ordering
Group ordering
Variety of restaurants
Exclusive partnerships with
restaurants
Hyper-localized
WEAKNESSES
Delivery fee
Website navigation
Links not on website
Low retention against other
competition for
delivery service
THREATS
Located in a saturated
market
Potential for market voice
to be suffocated
Construction delaying
delivery times
OPPORTUNITIES
Located in growing
metropolitan city and
college campus
Room for continued
expansion
Develop affiliate
relationships with
businesses
Replicate our campaign
based on established
publics
4

6. Client Interview
From our meeting with Lauren Eckles, OrderUp’s Community
Marketing Manager, we learned that OrderUp sets itself apart from the
competition by offering exclusive deals, hyper-localized business
operations, and the most advanced technology that includes delivery
tracking, advanced ordering, group ordering, and an exclusive
partnership with McDonald’s. The company is not afraid to be cutting
edge, as their 4/20 campaign demonstrated. However, OrderUp is not
looking to expand into the late-night drunk market. Amongst crowd
favorites are Qdoba, Fusian, Cottage Inn, Moe’s, and Mark Pi’s. The top
food sellers are bagels, sushi, and wings with game days producing heavy
sales.
As far as marketing, OrderUp has been using guerilla marketing
tactics such as door hangers and coupon flyers with the help of campus
ambassadors. They have acquired local sponsorships and have been
active in different community events around Columbus, such as
Grandview Hop. OrderUp is active on Twitter, Instagram, and
Facebook and have in-store signage at participating
locations.
5

7. Secondary Research
UNIVERSITY DEMOGRAPHICS
Our team looked at the university’s census to better understand
class rank and college dispersion, for the purpose of creating strong
publics by finding differentiating features among students. The Ohio
State University as of Autumn 2014 had a total enrollment of 58,322
students on their Columbus campus (Undergraduate Admissions, 2015).
Ohio State is also made up of 14 different colleges, spanning more than
200 majors (Undergraduate Admissions, 2015). The largest among these
colleges are Arts and Sciences (37%), the College of Engineering (17.3%)
and the Business School (14.1%) (2015). These numbers provide us with
a better insight of our target audience, and a window of opportunity
within the largely untapped market in the College of Engineering.
As engineering students are often held up in labs, we have a market of
over 9,000 students who could benefit from fast and customizable food
delivery services (Engineering, 2015).
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8. STUDENT INVOLVEMENT
As Ohio State ushers in a new era that requires second-year
students to live in university housing, it will bring significant changes to
the college experience in terms of student involvement (STEP, 2015).
Studies conducted by the university show that those living on campus
are significantly more likely to be involved in campus activities than their
off-campus counterparts (2015). Catering to the students’ unlimited
interests, the university has over 1,200 registered organizations on
campus, requiring more time and resources from the students involved
(Ohio Union, 2015a). The university’s Greek community has
approximately 70 organizations, with 11% of the total student population
involved in Greek life. (Ohio Union, 2015b). From this analysis we can see
the importance of extracurricular involvement on campus, and with the
assumption that involvement requires even more of students’ time, we
can infer that students who are highly involved may choose to eat out
more in an effort to reduce time wasted.
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9. EFFECTIVE CAMPAIGNS
Currently, millennials and college students are a highly valuable and
sought after market. However, because of this intense targeting, the
young audience has already become difficult to effectively reach. In a USA
Today article, Paul Himmelfarb, managing director at Youth Marketing
Connection, stated, “College students are wary of old-school marketing.
You have to take a brand and incorporate it into the college lifestyle by
peer-to-peer marketing” (Horovitz, 2010). Successful campaigns can also
effectively reach college students by not being overly complicated and
getting to the point quickly (Williams, 2010).
MEDIA
It’s no secret that college students use social media, and social
media can be an affordable way to reach a broad audience. A study of
more than 1,600 social media users in college found that 77% of college
students use Snapchat at least one time per day (Wagner, 2014). The
study also found that a majority of students use Snapchat the most on
the weekends and in the late afternoon into the night (Wagner, 2014).
Wagner also stated that a large majority of students would be willing to
open a Snap from a brand they didn’t know (2014). Snapchat
provides an interesting way to raise brand awareness
without turning the public off. It also offers an
advantage with Snapchat’s peak usage time
falling over OrderUp’s peak usage time.
8

10. Primary Research
Our team created, distributed and analysed a survey of 70 Ohio
State students, getting their input on attitudes, habits, and message
preferences.
AWARENESS AND ACCEPTANCE
A majority of students (63%) have heard of OrderUp, however of
those who are aware of the service, few (11%) have actually used it. Of
the students who have used the service, most (see p. 46) rated their ex-
perience highly.
9

11. LIFESTYLES OF PUBLICS
Our team was particularly interested in researching the lifestyles of
Ohio State students, so that we could find behaviors that differentiate
students to identify strong publics. We found that students spend an
average of nearly 11 hours per week studying on campus. A large
majority (76.5%) also have a job, and those who work, also work an
average of 11 hours per week (p. 49). Most students also consider
themselves somewhat or moderately involved. Tight schedules, large
friend groups, and time spent on campus, are seen as characteristics
connected to high levels of student involvement. Our research showed a
significant relationship between the amount of hours a student worked
per week, and how involved they consider themselves to be. As work
hours increase, involvement decreases. A student who is highly involved,
is not likely to be a student who works many hours. The division
between work and involvement allows our team to draw a distinction
between these two groups of students. As students study more, they are
more likely to spend time on campus between classes, and carry more
things in their backpacks. Students who live on campus are also more
likely to spend more hours studying on campus. Significant factors like
studying, work, and involvement affect where a student is geographically
located, and where they may spend large amounts of
time on campus. The difference between study time,
work hours, and involvement is the foundational
support for our publics.
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12. EATING AND GENERAL HABITS
In regards to eating habits, 70% of students eat out one to two
times a week, with many eating out even more. It was found, however,
that very few students have food delivered. There is an overwhelming
preference for dining in amongst Ohio State students. In fact, 45% of
participants indicated that they never have food delivered. The data
show that many students have not accepted delivery as a viable option,
opting consistently for a dine-in experience. It will be important for our
campaign to show students that online ordering and delivery provides
many benefits that can’t be achieved by dining in.
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13. MESSAGE TESTING
Our team conducted some message testing on our survey to help
support and guide our messaging. When presented with a series of
emotionally charged words, students indicated that they connected
highly with “freedom”, “discovery”, and “convenience”. We then showed
students several sample slogans and asked them to choose the one they
found most memorable. Our favorite, “Made for You” was also
supported by the research, receiving the most
first-place votes (p. 44-45).
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14. The food delivery market is oversaturated with existing competitors
and new companies hoping to emerge into the market and gain share.
There is a lack of awareness amongst the OSU population about
OrderUp’s services compared to other prominent competitors. Students
are also weary of using the service because they do not have a lot of
disposable income and are hesitant to spend extra money on takeout
food.
The goal is to implement a comprehensive campaign to increase
market share, brand awareness, and user engagement. This will be
achieved by increasing daily orders, acquiring new customers, maintaining
a relationship with existing users and planning creative strategies to
engage consumers with the brand.
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15. In the research conducted by our team, we found that a large
majority of students are aware of OrderUp’s service, but few choose to
use it, suggesting a large gap between awareness and action. This gap
is acceptance, and is where our messaging attempts to hit hardest. The
challenge is born out of convincing an apathetic public that OrderUp
offers significant benefits to their lifestyle that are worth crossing
potential barriers (e.g. cost) for. The central message is perhaps the most
vital to the overall success of the campaign, and our team has chosen a
simple and adaptable message: “Made for You”. We developed this
message out of the understanding that everything about OrderUp’s
service is built around the user experience. From in-app features such as
delivery tracking and advance-schedule ordering, to the food itself, the
user is in control. “Made for You” is strong and identifiable, yet flexible
and broadly applicable, supported by our research in which respondents
rated “Made for You” a definitive favorite. When presented with a list of
emotionally charged words, survey respondents indicated that they
connected most with Freedom, Discovery, and Convenience. During this
first phase, we will use freedom, discovery and convenience as power
words that support the message of “Made for You” and encourage
acceptance among our publics. Essentially, OrderUp is made for
you and is worth using because it allows you to experience
freedom, discovery, and convenience.
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16. Ohio State students are, or at least according to our research,
perceive themselves as busy. What is important, however, is how
students are busy in different ways. Our research showed that most
students spend their time in one of several ways. They participate in
extracurriculars through involvement in clubs and sports, they work
either on or off of campus, or they study a lot. Of course, there are
students who do two, or all of those things, but the important thing to
remember is that time is a limited resource. A student who decides to
spend time studying will not be able to use that time to work a job, or
go to a meeting for a student organization. Based on this evaluation, our
team has broken Ohio State students into three groups: Labrats,
Schedulizers, and Workhorses. The biggest distinction between these
three groups is how and where they spend their time. The where is
especially crucial, because it allows us to take our message and tactics
directly to where each public is concentrated. Another point to note is
that these publics are big, and that is why we think they are important.
The number of students who are involved in at least one student
organization (the Schedulizers) is nearly 50,000 (Brigham et al, 2015).
The number of students in Engineering and Architecture (LabRats) alone
is roughly 10,730, and according to our research, we estimate that there
are about 44,616 students that have a job (Workhorses).
Our publics are different, they are big, and they
are important.
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17. LABRAT
A LabRat is a student that dedicates time to studying on
campus. The Engineering buildings and Knowlton Hall (Architecture)
on the northwest corner of main campus are hotspots for these
students. Their academic workloads can be heavier than others,
and they find it valuable to use lab spaces in university facilities for
studying. They are involved less than other students because of their
increased time spent studying. They are less mobile, staying
on campus between classes, leaving only when they
are done for the day.
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18. SCHEDULIZER
A Schedulizer is a student who is involved in extracurriculars
such as a student organization, or fraternity/sorority. They still find
academics important, but places his/her involvement as a high
priority, requiring a better command of time management. They
may have larger social circles, and many tend to be leaders, making
them influencers. The Ohio Union is the hub of student
organizations, and is therefore a hotspot for Schedulizers.
The Union also draws significant traffic from Greek
students in the immediate East Residential area.
17

19. WORKHORSE
A Workhorse is a student who finds it necessary or important
to work. Working an average of 13 hours a week, Schedulizers simply
do not have as much time to study or be involved. They are
generally more mobile, moving in and out of campus. Their time
spent on campus is often just to attend class, and they are more
likely to live and study off campus. The RPAC Plaza, where students
may be parking in stadium lots or west campus lots, is a hot
spot for these students. The Wexner Plaza at the
crossing of 15th and High Street is another hot
spot, as students enter and exit campus in
that location.
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20. GENERAL
To have an effect on the action of the OSU students, specifically…
to obtain an increase in students ordering food from OrderUp.
(daily OrderUp deliveries to 300 a day in 3 months)
by having 3,000 interactions on social media with OrderUp in
3 months.
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21. LABRAT
To have an effect on the awareness of the LabRat; specifically, to…
create an understanding of the benefits to using OrderUp as a
food delivery service, regardless of the delivery fee. (85% of these
students by early March).
To have an effect on the acceptance of the LabRat, specifically to...
increase their positive attitudes toward using food delivery service
instead of ordering takeout or dine-in. (40% of these students by
end of the campaign).
To have an effect on the action of the LabRat; specifically,...
for them to actively participate in an OrderUp campaign event (150
students by end of campaign).
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22. SCHEDULIZER
To have an effect on the awareness of the Schedulizer; specifically, to…
create an understanding of the benefits to using OrderUp as a
food delivery service, regardless of the delivery fee. (70% of these
students by early March).
To have an effect on the acceptance of the Schedulizer, specifically to...
increase their positive attitudes toward using food delivery service
instead of ordering takeout or dine-in. (40% of these students by
end of the campaign).
To have an effect on the action of the Schedulizer; specifically,...
for them to actively participate in an OrderUp campaign event (150
students by end of campaign).
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23. WORKHORSE
To have an effect on the awareness of the Workhorse; specifically, to…
create an understanding of the benefits to using OrderUp as a
food delivery service, regardless of the delivery fee. (70% of these
students by early March)
To have an effect on the acceptance of the Workhorse, specifically to...
increase their positive attitudes toward using food delivery service
instead of ordering takeout or dine-in. (40% of these students by
end of the campaign)
To have an effect on the action of the Workhorse; specifically,...
for them to actively participate in an OrderUp campaign event (150
students by end of campaign)
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24. Our strategies are simple - interact with our publics face-to-face,
and heavily use social media. Our campaign is built around changing
student attitudes toward food delivery, and getting them to see the
benefit of OrderUp. Interpersonal, or face-to-face communication, is
the most persuasive and best at changing attitudes and behavior (Smith,
2013, p. 230). We are confident that if we reach students well on a
personal level, they will respond positively to OrderUp and ultimately
be more likely to use the service. Where interpersonal communication
is excellent at persuasion, it is limited in reach (Smith, 2013, p. 231). To
close the gap in coverage, our campaign uses social media to spread the
campaign message to a much larger audience. Our social media strategy
includes both content that is produced by OrderUp, and
user-generated content and interactions. If a student tweets about
OrderUp or the Made For You campaign, it is considered user-generated
content.
23

25. Our tactics are broken down into three phases, with each phase
targeting a specific type of objective (awareness, acceptance, action).
Millennials are looking to find deeper connection within their communi-
ties, and want the brands they interact with to feel real (Hoffman, 2014).
We want to show the university community that OrderUp is not a care-
less big box, cookie-cutter company. It is a vibrant group of locals that
seek to serve and enhance the Columbus community. OrderUp is made
for Ohio State, and made for each of the 60,000 students who call OSU
home.
24

26. In Phase One, our tactics are designed to specifically target public
awareness of OrderUp. Starting in mid-March, immediately after spring
break, OrderUp brand ambassadors will man three stations around
campus. The first station will be in the Ohio Union Plaza, targeting the
Schedulizers. The second station will be in the area between Knowlton
and Hitchcock Hall, targeting the LabRats, and the final station will be in
the RPAC Plaza targeting the Workhorses who may be parking in the area.
The RPAC Plaza also gets a large amount of general foot traffic and will be
a highly visible location. Each station will have a large chalkboard that asks
students, “What is something you’ve always wanted to try?” Students will
be encouraged by the brand ambassadors to write their responses on the
chalkboards. On social media we will post our ten favorites and have the
students vote which they like best.
25

27. Several days after the chalkboard stations, three large chalk art
forced-perspective murals created by local Columbus artists will appear in
the same locations as the earlier stations. Each mural will incorporate one
of the answers provided by students from the chalkboard stations. For
example, if a student writes that they want to climb Mount Everest, then
a potential mural would depict someone victoriously standing on Mount
Everest. Underneath the mural would be the phrase “Made for your
Adventures #MadeForYou”. The OrderUp logo would appear above the
campaign tagline. This tactic is not necessarily to sell food, it’s designed to
introduce the “Made for You” message and connect with students on an
emotional level.
26

28. The large chalk murals are also meant to generate social media
attention, specifically on Snapchat. Ohio State has its own Snapchat Story,
and unique things around campus are shared and viewed by thousands of
students. Our team is confident that the chalk murals will be
interesting enough to be featured on the Snapchat Story, and to be
snapped between individual users, as well as be shared on Facebook,
Twitter, and Instagram. We want the students to be able to engage with
the mural and from our observation of other forced perspective murals,
people love taking pictures of themselves within the mural. In turn, the
mural will generate buzz about OrderUp and expectantly drive website,
app and social media traffic. After the murals, we will have brand
ambassadors monitoring social media for posts related to the murals. The
engagement with the mural will incorporate some interpersonal exposure
to the brand. This event will tie into our objectives and goals by driving
brand awareness and increasing/engaging social media followers.
.
27

29. Phase Two is the stage in which our tactics move toward
acceptance objectives. During this stage, our campaign deploys a tactic
we call “Rainworks”. Rainworks consists of a stencil with the campaign
message and the OrderUp logo cut into it. The stencil is laid on concrete
sidewalks and a hydrophobic solution is sprayed over the stencils. The
magic of Rainworks is that the designs are invisible until it rains, when the
sprayed solution repels waters. The design becomes visible because it
remains dry against the rest of the wet sidewalk. Brand ambassadors with
be responsible for taking the stencils and spraying the solution on
sidewalks in front of bus shelters around campus and off-campus on the
East Residential CABS bus route. The Rainworks stencil design will say
“Made for Your Rainy Days #MadeForYou”. This tactic serves as a
trigger to remind students, who are likely to be waiting for the bus at bus
shelters on rainy days that they don’t have to go back out in the rain for
food. Food can be delivered right to their door, perhaps even by the time
they get home. The bus stops where Rainworks will be placed will include
(but are not limited to) East Residential stops at Lane and
Summit, 15th and Summit, 11th and High, and 15th and
Fourth. Campus Loop North and South stops will
include Arps Hall (both sides), Mason Hall, Knowlton
Hall, Ohio Union (both sides), University Hall, and
Neil and Tenth.
28

30. How a potentential Rainworks tactic would look.
When the ground is dry, the Rainworks pattern is
invisible. When it rains, the pattern, and it’s message,
appear.
29

31. Phase Two is also meant to plant the seeds of action, encouraging
users to further engage with the campaign. There will be simple
competitions involving the Rainworks artwork and social media. Through
this phase, OrderUp will have to create a Snapchat account for their
brand. OrderUp will encourage students to find the art and send a
Snapchat picture of the art to the OrderUp account. The students can
also participate in this challenge through twitter, by tweeting an image of
the art to the OrderUp Columbus account. Then OrderUp will reply to the
user with a coupon code and will be entered to win a prize. The
purpose of using social media for this phase is to encourage the students
to engage with the brand on their own and hopefully develop acceptance
to the brand. Phase Two will begin in early April, an appropriate time
because of heavy spring rainfall. Although the Rainworks tactic will
undoubtedly reach all of our publics, it is specifically targeting the
Workhorses who are moving in and out of campus, and around the city
through the CABS and COTA bus systems.
30

32. Phase Three contains the largest tactic and is the most involved
stage. In this final portion of the campaign, we move students to action,
and we deal specifically with food. Right before finals begin on campus,
OrderUp will host a day-long event in the Wexner Plaza called “OrderUp
Columbus” with the tagline Made For Your Taste.. This event is like a mini
Taste of Chicago. Various restaurants that partner with OrderUp,
particularly the Type 2 restaurants that do not provide their own delivery,
would set up small stations and serve free samples of a signature food
from their respective restaurants. To prepare for the event, a press
release will be sent to local and university publications allowing the word
to spread about a new and fun event happening on campus. In order to
enter the event, students will be asked by brand ambassadors to sign in
with their email. As the students enjoy the event, visiting all of the
restaurant’s’ booths, they will be sent a coupon code and a link to
download the app to the email they signed in with.
31

33. We believe that if we get students to try the service once, they will
use it again. To keep the students who visit the event interested and
engaged there will be a social media contest to win a $300 prize. For the
contest, students will have to take a cool picture at the event and post
to social media with the hashtags #MadeForYou #orderupcolumbus.
OrderUp will choose their favorite picture and that student will win the
$300. This tactic stays consistent with our tactics that require brand
engagement through social media. This event coincides directly with our
findings from our primary research, showing that when presented
with power words the participants had a strong connection
to the word discovery.
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34. Providing an opportunity for our publics to experience all of what
OrderUp has to offer in one place will appeal to this desire for discovery
and also show again the convenience and the idea that OrderUp is “Made
for You” and that whatever type of food our publics crave OrderUp can
deliver. It is also designed to highlight the restaurants that many students
are unaware deliver food through OrderUp. Since our research showed
that all of our publics are interested in exploring what Columbus has to
offer, the event is designed to target all of our publics. The Wexner Plaza
location is close to the Ohio Union and Thompson Library for
Schedulizers, the Union parking garages and a major east residential
campus entrance for the Workhorses, and is equidistant from the north
or south for the Labrats on campus.
33

35. According to Hubspot, “92% of marketers in 2014 claimed that social
media marketing was important for their business, with 80% indicating
their efforts increased traffic to their websites” (Kusinitz, 2014). OrderUp
already has a Facebook, Twitter and Instagram account and gaining more
followers is important to our campaign. The benefit of using social media is
that it is nearly free. We have to gain followers for social media to function
effectively, and we believe that this is a strong place for OrderUp to invest
their time.
One of the ways our team will package our tactics is under the
umbrella of a Made for You social media campaign. The social media
campaign will run continuously through the entire duration of the
campaign and will reference and relate to each tactic as they are
implemented.
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36. One of the ways our team will package our tactics is under the
umbrella of a Made For You social media campaign. The social media
campaign will run continuously through the entire duration of the
campaign and will reference and relate to each tactic as they are
implemented. Specifically, the social media campaign will have a feel
inspired from the Humans of New York Facebook page. Once a week,
OrderUp will feature students who frequently use the service with their
picture and a quote about something significant in their lives. For
example, a potential post may share a photo of a student working in a
chemistry lab. The quote may say, “I came to Ohio State to research new
forms of bio-renewable energy. It’s been slow and disappointing at times,
but I can feel a break-through coming soon We are going to change the
way the world looks at energy. #MadeForYourDiscoveries #MadeForYou”.
The Humans of New York facebook page has over 16 million likes, and we
believe it has drawn so much support from the way it showcases the
human experience. Ohio State has thousands of students with equally
inspiring stories, and we want our social media campaign to showcase
these stories as a way of positioning the OrderUp brand as a genuine
advocate for the goals and achievements of students.
35

37. The social media campaign
will also highlight the other
tactics, creating posts specific to
the tactics in phase one, two and
three. Beyond what our campaign
will create internally, our
campaign relies heavily on user
generated content. Snapchat is a
major player for us, and we
believe that our tactics are unique
and edgy enough to gain attention
and be featured on both the Ohio
State Snapchat Story, and be
snapped by students.
An example of a Made For You social media
post.
36

38. GENERAL
Have brand ambassador use a clicker to keep count of how many
students attend the passport event.
Track social media activity to see how many students are posting
and engaging with the OrderUp brand.
Track number of students that download the OrderUp app from
the link sent in event email.
Track delivery numbers.
LABRAT
Conduct a post survey that defines the student’s public placement
and asks students about their knowledge of the benefits of
using OrderUp; look to see that the percentage of students
has increased.
Conduct a post survey that defines the student’s public placement
and re-questions their frequency of using food delivery service
to use that the percentage of use has increased.
Have brand ambassador keep count of how many people they in
teract with at the pre-chalk mural brainstorm and how many
people write on the board at the Knowlton and Hitchcock
courtyard.
Track how many people post to social media about the
forced perspective drawing at the
Knowlton and Hitchcock
plaza.
37

39. SCHEDULIZER
Conduct a post survey that defines the student’s public placement
and asks students about their knowledge of the benefits of
using OrderUp; look to see that the percentage of students
has increased.
Conduct a post survey that defines the student’s public placement
and re-questions their frequency of using food delivery service
to use that the percentage of use has increased.
Have brand ambassador keep count of how many people they
interact with at the pre-chalk mural brainstorm and how many
people write on the board at the Ohio Union plaza.
Track how many people post to social media about the force
perspective drawing at the Ohio Union plaza.
WORKHORSE
Conduct a post survey that defines the student’s public placement
and asks students about their knowledge of the benefits of
using OrderUp; look to see that the percentage of students
has increased.
Conduct a post survey that defines the student’s public placement
and re-questions their frequency of using food delivery service
to use that the percentage of use has increased.
Have brand ambassador keep count of how many people they
interact with at the pre-chalk mural brainstorm and how many
people write on the board at the RPAC plaza.
Track how many people post to social media about the force per
spective drawing at the RPAC plaza.
38

40. Promotional Codes $0
(general use)
OrderUp Swag $0
( general use)
Chalk Artist Fee $1,200
(3 murals)
SUBTOTAL:
$1,200
Rain Stencils $250
(price for 25 stencils)
Rainworks Spray $100
(price for 4 bottles)
SUBTOTAL:
$350
Wexner Center Space $0
(free with student booking)
Campaign Banners $70
(price for 2)
Speaker Rental $150
(for event music)
Tables & Tents $870
(10 tables, 12 tents)
Cash Prize $300
SUBTOTAL:
$1,390
CAMPAIGN TOTAL:
$2,940
39

41. 40

42. Brigham, A., Hendrock, M., Markovich, J., Wilkerson, C., (2015) Student
Involvement. Research Methods Project.
College of Engineering. (2015). About the College. Retrieved
from https://engineering.osu.edu/about-college
Hoffman, M. (2014, October 6). Attention brands: This is how you get
millennials to like you looking at what resonates with most
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millennials-you-160575
Horovitz, B. (2010, October 3). Marketers get creative targeting hard-
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Ohio Union. (2015a). Get Involved Retrieved from http://ohiounion.osu.
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Smith, R.(2013). Strategic planning for public relations. (pp. 230-231) New
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41

43. The following pages contain the total body of
significant research findings from our survey.
Undergraduate Admissions. (2015). Quick Facts.
Retrieved from http://undergrad.osu.edu/admissions/quick-facts.html
article/21734
Wagner, K. (2014, Feb 24). Study finds 77% of college students use snap
chat daily. Mashable. Retrieved from http://mashable.com/2014/02/24/
snapchat-study-college-students/#TWY1x2RHpGkB
Williams, G. (2010, September 24). Five tips for marketing to college
students. Entrepreneur. Retrieved from http://www.entrepreneur.com/
42

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49. 48

50. 49