Twistlab Marketing
My Roll
austin
gardner
Utah Food Services
This is the largest catering company in Utah. They had just acquired a company that came with a concession stand at the Eccles. We were a group of 5 (2 journalists, 2 PR specialists, and I) tasked to create a campaign to integrate this stand smoothly into their brand. The challenge was that Utah Food Services is a sophisticated brand and concessions are not generally seen as refined.
My Role
I was the account manager on this project. With the help of my team, we won the semester-long case study with our marketing campaign that we presented directly to Utah Food Services representatives.
What is it?
Utah Food Services is the largest catering company in Utah. They just purchased a company that owned a concessions stand in a prestigious theater and are looking for marketing advice on a champaign to fit it in with their brand.
Objective.
Transform a theater concession stand into something that fits the brand of UFS and that elevates the consumer’s evening. Put space between the Utah Food Services owned stand and concession stand clichés. Also, the acquired stand should cross- sell catering services.
Target Market
Female business professionals and spouses of business professionals. They are empty nesters between 45-70 years old. They see local products as synonymous with quality. They don't enjoy lines. They go to the theater to get away from the stresses of their career and life. “Unique food would make me want to go to a concession stand more.”
Our Promise.
For the Composed Kathy who yearns for a relaxing yet tasteful night, Utah Food Services will enhance their theater experience in just the right ways
Our Campaign
The B to C-
Our campaign targeting the consumers consisted of three parts. First we advised them to start offering local wines and chocolates at the stand, and less of the unoriginal products that they carry.
Second we came up with a few print advertisements formatted for the play program and email confirmation to promote these additions to the stand.
Third we advised them to partner with the Eccles theater and make an app that allows patrons to order snacks before the play for pickup during intermission. Promotions for this app would be sent out in the confirmation email, and would also
The B to B-
Relations with the Eccles theater were not the best when we started our research. The previous owners had noticed that the stand had brought in barely any revenue, and had shut it down without consulting Theater management.
Appealing more to management of Eccles Theater, We created two press releases titled "Utah Food Services concessions elevates guest experience at the Eccles theater with pre-ordering" and "Utah Food Services absorbs Red Onion Catering and partners with other local companies."