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- 1. FLORIDA STATE UNIVERSITY MARKETING & PROFESSIONAL SALES MAJOR COMMUNICATIONS MINOR SPRING ' 17 A B I G A I L M I L N E https://www.linkedin.com/in/abigailmilne
- 2. C O N T E N T S RESUME BRAND IMAGE AND ONLINE PRESENCE MARKETING CAMPAIGNS SOCIAL MEDIA ENGAGEMENT CLIENTELE PRESENTATION BOOKLET ARAMARK SALES TEAM 3 4 6 7 9 10 2
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- 4. B R A N D I M A G E A N D O N L I N E P R E S E N C E During my time as a Marketing Associate for Aramark - Seminole Dining, I've spent my career improving our brand image and creating engaging content to resonate with our audience. On Instagram, I've crafted pictures to receive positive feedback from its Florida State audience through eye-catching images, breaking through the noise of a user's feed. Content that reflects the audience establishes its online presence. Colloquial Valentine's Day cards are popular among millennials in early February. Therefore, I launched a #HappyValentinesWeek campaign, selecting four locations and captioning these images with humorous food puns. For its finale, I selected a FSU celebrity with her famous phrase, "I love you my babies!" resulting in 188 retweets and 221 favorites. 4
- 5. From liking to sharing, and now even reacting, our customers are communicating with our brand like never before. We've kept up with this demand by creating interactive content, both in-person and online. #EveryoneLovesAHug returned the favor with free Cokes in-person, and online with over 2K views. Our timelapse video sparked consumers' interests, landing our brand the Most Organic Reach score of 10,310 against competing Aramark - Higher Education universities in April. By having such a strong online presence, our brand has been able to increase its awareness and engagement. Furthermore, in our evolving market, we've taken the full customer experience past the in- store, physical location. Doing so has allowed us to maintain top rankings in the Aramark Social Media Scorecard, reaching #1 in the South and #3 overall. 5
- 6. M A R K E T I N G C A M P A I G N S Like a school week, Seminole Dining likes to unveil its marketing campaigns over the course of a week, keeping consumers engaged. #CustomerAppreciationWeek and #HappyValentinesWeek kept users involved, looking for the next comical post or freebie deal via Facebook, Twitter, or Instagram Since competitors are just walking distance from campus, #FinalsFlash was a campaign I created to persuade students to become brand loyal. Parking is tough, you don't want to lose your spot in the library, etc. By not having to leave campus because of all of the deals aiding their studying, #FinalsFlash shined the benefits of on-campus dining. 6
- 7. S O C I A L M E D I A E N G A G E M E N T In September of 2015, Seminole Dining teamed up with Partnership for Healthy America, participating in a live tweet session regarding on-campus dining. The negative stereotypes surrounding "dining halls" or "Freshman 15" are stigmas our brand strives to overcome. During this live tweet session, we participated with schools across the nation, highlighting healthy benefits and dining membership features to keep students healthy, mentally and physically. 7
- 8. 8 #OntheMOOve was another campaign I created to increase social media engagement via Facebook, Twitter, and Instagram. Each day, a new post was uploaded, featuring a mini Chick-fil-A cow posing with a free coupon in a disguised location. Users had the opportunity to comment their guesses and be selected randomly. Winners were announced that Friday afternoon, keeping participants engaged until the very end. In addition to consumer engagement, customer service fuels our company. Outside of the in-store experience, Seminole Dining engages with its consumers online, updating them of any changes/additions to its dining or retail locations, as well as genuinely interacting with our customers through feedback. Customer giveaways and freebie contests produce the quickest return of feedback, and they're a customer favorite. The polar bear giveaway allowed users to like and comment to solidify their entry into our giveaway; the winner was announced later that week. Users marvel at the chance to score some freebies, even an oversized Coca-Cola bear.
- 9. 9 C L I E N T E L E P R E S E N T A T I O N B O O K L E T "Subway has a wide variety of subs, salads, and sides to choose from. This cafe style Subway not only allows Students to create one-of-a-kind subs, but it also offers pastries, coffee, and more!" "This full service Starbucks is conveniently located in the heart of campus, Woodward Ave. Students can swing by in-between classes for a quick bite or to catch up with their friends over coffee on the patio." Across the vast Florida State University campus, Aramark - Seminole Dining contains 25 locations. For an outsider, this many locations may be overwhelming. Thus, I was tasked with creating a clientele booklet, showcasing all 25 of our both dining and retail locations. From photographing to copy editing, I selected the images and created the text to be featured in our booklet. Collaborating with our graphic designer, we then formatted the booklet, now to be shown to all of our clients.
- 10. A R A M A R K S A L E S T E A M 10 Beginning since May 2015, I have served on the Aramark - Seminole Dining sales team twice, both Summer 2015 and Summer 2016. Knowing our market, summer's our highest demand season due to all of the orientation sessions filling Florida State's campus. Reaching our sales goals is pertinent to next year's operations because dining memberships are the highest revenue driver for our company, driving down funds from the top to the bottom line. As a Dining Ambassador, our task is to identify our customer's needs and tailor the features and attributes of our dining memberships to best suit their concerns. Dining memberships monetarily are a high-involvement product, yet we sell them in a low-involvement tone. In addition, we dining ambassadors are stationed all across campus during orientation, as well as sprinkled throughout the school year, allowing for ease and convenience in signing up or answering questions. As both a Marketing and Professional Sales major, I used the skills learned from my advanced sales class as tools to revealing customers' implicit and explicit needs, then tailoring the presentation with our product's matching benefits.