The Strategy Our strategy began where every good campaign strategy begins, research. We first started our research by speaking with Marti and her team, gaining insights on what she had observed and what she wanted to accomplish with our help. Then, Ansley and Caroline, our Fetch gals, sent out a survey to students at UGA. After our fetch gals got data back from the survey, we were able to begin the process of coming up with campaign ideas that would directly address the weaknesses they found in the results. The most surprising results came from the survey were that • 53.54% of respondents had never eaten at Marti’s • 63.4% didn’t know about breakfast • and only 2.8% knew about Marti’s from social media Taking these insights, we decided to focus our campaign on increasing awareness among college students. We wanted to do so by creating consistency among different social media channels. Some of the efforts that went into creating this consistency, which will expand upon in later sections, were: • connecting their Instagram to their Facebook • creating a new, simplified logo • creating a new, simplified website • working on their Instagram to create a cleaner, brighter feed with higher quality photos.
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