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. 17

Campaign Goals The first goal of the campaign was to revamp the Marti’s At Midday website. The information on the old Marti’s website was cluttered and pages were difficult to navigate so we wanted to make it easier for the consumer to get where they needed to go.

The next goal of our campaign was to expand the social media presence for Marti’s At Midday and create consistency among her different social media channels. Our survey found that several people did not know that Marti’s At Midday provided catering services so we made it our third campaign goal to promote catering.

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TargetAudience

Robert Sophomore at UGA who has never really expanded his dining options outside of Bolton. He is tired of mass produced food and the zombie faces of sleep deprived students who trudge in from their 8ams. He wants a wholesome and delicious breakfast in a warm and inviting place that reminds him of home.

Jessica A senior at UGA who wants a fun, relaxed atmosphere to eat a healthy delicious meal, while also getting some studying or reading done. Her favorite coffee shops close to campus have proven to be more of a social scene than a study scene. She is very active on social media and loves discovering new places and food in Athens. Marti’s is a perfect spot for Jessica because it is tucked away in normaltown where she can escape the hustle and bustle of her day to day college life. She loves the welcoming, vintage feeling of Marti’s and chooses to dine here whenever she needs some good southern cooking and hospitality.

Beth Soccer mom from Athens who is always on the go. She follows multiple local lifestyle blogs and instagram accounts. Between her early morning yoga classes, endless errands and PTA meetings, it is a miracle that Beth has time to breathe! Let alone curate a healthy homemade recipe. She cares about children’s health and having gluten free options, but has little time to make dinner most nights. Thankfully, she can rely on Marti’s delicious pre-made, frozen casseroles to help fuel her hungry, growing soccer kids.

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