Popchips Brand Work Natalie Rizk
Published on: Mar 4, 2016
Transcripts - Popchips Brand Work Natalie Rizk
popchips & boston universitythink popped!never fried. never baked.
popchips boston university - natalie rizk through concise identification of brand platforms on boston university campus, intern natalie rizk executed the following:- leveraged current on-campus contacts- understanding the popped culture: - putting the fun back into snacking - live the brand. Be the brand. Build the brand. - creative, fresh, innovating to support college demographic- building the brand -‘owning’ brand on campus - analysis and innovation - identified what is new and fresh? what isnt?- executed - being the brand on campus - quality vs. quantity - knowledgeable messaging among consumers - look & feel of how popchips wants to be portrayed 2
boston university top 5 platforms: 1. music 2. greek Life 3. arts/Fashion 4. athletics 5. community Service3
Music - % of concentrationcampus events• BU night of acapella (the weekend before thanksgiving)•PC (programming council) events picture •Masquerade (the weekend of Halloween) past performers have included Girl Talk, The Cool Kids• Fusion Dance Troupe Shows• The Dear Abbeys Fall Concert (date pending)• Bu Central Events • Bostones Benefit Concert (October 28th) • no more upcoming concerts listed, but there will be soonhow to create buzz picture• Connect with the groups through pop drops and follow up communication.• Use social media to promote PopChips presence at the eventswho are the influencers• Executive Board of Programming Council• The staff at BU Central• Members of Fusion, Dear Abbeys, The Bostones, and the DJ Association picture„big idea‟• To establish a connection with these student groups in order to reach the largest percentage of students at BU because these are the most attendedevents on campus 4
Greek Life - % of concentrationcampus events• ADPi‟s Friday Night Lights (September 30th) picture• Greek Week (October 11-17)• PIKE Fireman‟s Challenge (October 17th)• Delta Glam (October 25th)• Alpha Phi Jail & Bail @ The HardRock (November 17th)• Weekly Greek Social Eventshow to create buzz picture• Make PopChips presence known in the greek community through chapter visits and continuing participation in on campus greek sponsored eventswho are the influencers• Philanthropy chairs• Social chairs picture• Chapter Presidents„big idea‟• The greek community at BU has an influential effect on the rest of the university andtheir events are attended by all. By connecting with them we are connecting with 5the university as a whole.
Arts/Fashion - % of concentrationcampus events• “An International Affair” (November 13th) picture• Fall Fashion Show• The BUzz Magazine promotional eventshow to create buzz• Hold contests and/or provide popchips for goodie bags at theseeventswho are the influencers• The Fashion and Retail Association picture• Sororities• CFA (College of Fine Arts)• CollegeFashionista.com BU Bloggers• The BUzz Magazine (fashion writers)„big idea‟• To establish a connection with students interested in fashion and picture art at BU through presence at the most sought after fashion/arts events. 6
program accomplishments through a varietyof mediums…- tactics - campus radio - seeding at studio’s to encourage on-air chatter, popchips mentions. - guerilla sampling - creating an edgy presence on campus! - seeding - sending product to people who know popchips! - ensuring people know why popchips are there! - events - identification of what is trending on campus - is it popchips worthy? - strategic brand placement - on-campus bloggers - contest giveaway’s circulating around pertinent academic happenings (finals, mid-terms, parties) - PR (campus newspaper, editorials, etc) - developed relationships to encourage print impressions and brand development on campus7
creating alternative trial of product throughevent sampling…8
engaging consumers through digital & socialmedia channels!9
BU howard thurman center boston12/11/11 – 12/13/11reach of blog(5k following)@BUHTC/803 followerscollege popstarprogram @BUHTC and @popchipsboston partnership – one winner will be chosen each day to win a popchips finals gift basket of his or her choice of the correct and eligible respondents. platform for BU popchips campus manager • snack supply for finals at BU • received feature on BU radio „terrier talk‟ on 12/7 to get students excited on contest • social media consumer engagement • follow & RT @popchipsBoston • custom facebook page • david ortiz singed memorabilia giveaway • #popcultureBU