*spec work*
In my consumer psychology course, my group was asked to survey students about Portland State's food pantry, and solve a business problem based on their feedback.
We received 61 responses from a variety of students from PSU. And even though 46 of them said that they've heard of the food pantry, only 10 have actually used their services.
It was clear that students were aware the food pantry existed, there was just no desire to visit.
How do we make PSU's food pantry more inclusive to everyone?
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Our new goal was to make the food pantry feel more accessible and inviting. Since college is generally a stressful and expensive time for many students, there shouldn't be any shame in grabbing some food for free.
Introducing: The Viking Vault
The Viking Vault is a place for all voyagers — near and far. If a viking is ever in need of sustenance, the vault is always open.
My team and I firmly believed that rebranding the food pantry with the school's mascot was the best way to make it feel more accessible as a free resource for everyone.
Check out the poster!
Another thing we learned from our survey is that students rarely see ads for the food pantry. Thus, we needed to create strong promotional content that would be eye-catching and memorable.
Our first poster would carry some medieval vibes to reflect Portland State's viking mascot. And right under the headline, the new logo is front and center.
To avoid confusion, each ad would specify that the PSU food pantry changed its name to the Viking Vault. The goal was to make the rebranding as seamless as possible.
Here's the campaign schedule...
If we were to actually run this campaign, the best media channels would've been through Facebook & Instagram, school emails, flyers posted on campus bulletin boards, brief presentations in classrooms, and by partnering with tailgaters to offer free food for students at sporting events.
The schedule for each platform is represented in the chart below.
PSU Emails
Classroom Communication
Social Media
Flyers & Posters
Partnerships w/ Sporting Events
Monthly
Monthly
Every Sunday
Every two weeks
on PSU bulletin boards
Every
Home Game
The Team
Account Manager
Kimmealia Duch
Strategist
Elany Fahr
Media
Aaron Lawrence
Art Direction
Tobin Carlberg
Copywriters
Tobin Carlberg
Honor Gormley