Popchips Brand Work Natalie Rizk
Download as pptx, pdf0 likes444 views
Natalie Rizk executed an internship with Popchips to build their brand on the Boston University campus. She identified the top 5 platforms on campus that would help Popchips connect with students: music, Greek life, arts/fashion, athletics, and community service. For each platform, she outlined key campus events, influencers, and ideas for creating buzz around Popchips. Her tactics included campus radio, guerilla sampling, seeding product, sponsoring events, working with bloggers, and PR. She also engaged students through digital/social media around finals with giveaways.
Popchips Brand Work Natalie Rizk
- 1. popchips & boston university think popped! never fried. never baked.
- 2. 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 isn't? - executed - being the brand on campus - quality vs. quantity - knowledgeable messaging among consumers - look & feel of how popchips wants to be portrayed 2
- 3. boston university top 5 platforms: 1. music 2. greek Life 3. arts/Fashion 4. athletics 5. community Service 3
- 4. Music - % of concentration campus 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 soon how to create buzz picture Connect with the groups through pop drops and follow up communication. Use social media to promote PopChips presence at the events who 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 attended events on campus 4
- 5. Greek Life - % of concentration campus events ADPis Friday Night Lights (September 30th) picture Greek Week (October 11-17) PIKE Firemans Challenge (October 17th) Delta Glam (October 25th) Alpha Phi Jail & Bail @ The HardRock (November 17th) Weekly Greek Social Events how to create buzz picture Make PopChips presence known in the greek community through chapter visits and continuing participation in on campus greek sponsored events who 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 and their events are attended by all. By connecting with them we are connecting with 5 the university as a whole.
- 6. Arts/Fashion - % of concentration campus events An International Affair (November 13th) picture Fall Fashion Show The BUzz Magazine promotional events how to create buzz Hold contests and/or provide popchips for goodie bags at these events who 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
- 7. program accomplishments through a variety of mediums - tactics - campus radio - seeding at studios 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 giveaways circulating around pertinent academic happenings (finals, mid-terms, parties) - PR (campus newspaper, editorials, etc) - developed relationships to encourage print impressions and brand development on campus 7
- 8. creating alternative trial of product through event sampling 8
- 9. engaging consumers through digital & social media channels! 9
- 10. BU howard thurman center boston 12/11/11 12/13/11 reach of blog (5k following) @BUHTC/803 followers college popstar program @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
Editor's Notes
- #11: DONE