Prestige Public Relations

Executives: Jessica Brokofsky

Lauren Carroll Katie Corcoran Nicole Enderica Katie Gonzalez  

Shredwich

Public Relations Plan

2015-2016

 

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Table of Contents

Agency Philosophy and Executive Summary Page 3

Marketing Problem Page 4

Situation Analysis Pages 4-18

SWOT Analysis Page 19

Strategic Direction Page 20

Objectives Page 20

Target Markets Pages 21-22

Perceptual Map Page 23

Positioning Statement Page 24

Brand Message Page 24-25

PR Recommendations (PR Tactics) Page 26-38

Timeline and Budget Pages 39-40

Measurement and Analysis Page 41

Appendices Pages 42-57

Works Cited 58-60

 

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Agency Philosophy

At Prestige PR, we strive to build long-term partnerships with our clients to create

strategic public relations services. We form thought, and from there, we create big ideas that

compel people to take action that generates results. We help our clients grow, and we grow with

them. Through our ideas and strategies, we add a personal touch that makes our services unique.

We help you think out of the box and develop creative, innovative ways to achieve your goals.

Executive Summary

While the fast-casual restaurant industry may be a tough one to compete in, Shredwich

has inched its way into the tight market with its customizable menu and all inclusive pricing to

target on of the trickiest segments of all: millennials. Shredwich opened in November of 2014

with a vision to solve a problem in the food industry overall. With the goal to provide shredded

meats that are flavorful and juicy, Steven Hettinger opened Shredwich, a fast-casual restaurant

that allows customers to choose from menu items, or create their own sandwich, salad, or rice

bowl. With the customization, low price, and modern environment, Shredwich aims to bring in

mainly a younger market, particularly millennials. With that goal set and the intense market,

Shredwich currently needs to increase its brand awareness within its target market.  

After extensive research, it has been confirmed that Shredwich has the ability to stand

among its competitors with the help of specific public relations efforts to get the brand

recognizable and develop a loyal customer base. For the millennial market, the best tactic would

be to bring the restaurant to the target market to induce trial, and create a social media campaign

to get the target involved with the idea of customization. Through social media, local college

campuses, and specific media coverage, Shredwich can achieve its goal of earning a loyal

customer base and the awareness it needs to succeed in the fast-casual restaurant industry.

 

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Marketing Problem:

Shredwich needs to increase their brand awareness.  

Situation Analysis:  

Industry  

Shredwich competes in the fast-casual restaurant industry. According to Mintel, fast

casual restaurant sales have shown an increase of 10.5% in 2013, which resulted in $30 billion in

sales. This industry will continue to grow due to the changing trends of the consumer, along with

new attempts to engage with customers (Fast Casual Restaurants Report). With a growth in

technology usage and loyalty programs, businesses will be able to enhance the fast casual dining

experience to build a stronger relationship between the brand and the consumer (Fast Casual

Restaurants Report). Loyalty programs, deals, and coupons are a popular way for brands to

bring in customers. According to Mintel, consumers look for deals such as buy one get one free

offers, printed and online coupons, daily special pricing, and reward programs to choose the

ideal restaurant for dining. Another aspect that contributes to a consumer’s decision-making

process is the added value that a brand has. Elements such as food safety, employee treatment,

fair trade practices, animal treatment, and nutrition play a part in why consumers choose certain

fast casual restaurants. In 2013, 49% of internet users over the age of eighteen said they visited a

fast casual restaurant because of a buy one get one free deal, and 33% chose restaurants based on

printed coupons (Fast Casual Restaurants). In addition, 25%-32% of these people considered

other factors such as daily specials, online coupons, and rewards programs. In the same group,

95% of these people choose a restaurant based on food safety, while 92% based their decision on

employee treatment. Lastly, 71%-77% of these people based their decisions on other factors such

 

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as fair trade practices, animal treatment, and nutritional claims (Fast Casual Restaurants).

Overall, these findings point to the trend of a growing fast casual restaurant industry.  

Product  

Shredwich offers a fast casual dining experience with a menu filled with different options

made with natural ingredients. The menu includes sandwiches, salads, and bowls that can be

customized or one can choose from the several pre-made options. To start, a customer chooses

their base, which could be a brown rice bowl, a romaine salad, a plain ciabatta roll, or a whole-

grain ciabatta roll. Next a customer would choose a meat or vegetarian option. Shredwich offers

hand-shredded natural products such as chicken, turkey, pork, beef, and tofu. Customers are then

offered a number of unlimited hot and cold toppings, along with sauces to complete their meal.

All meals are $6.99, with additionally priced side options including chips, a dessert, or a drink.

Shredwich offers dine-in or take-out service. Orders can be faxed in using the online take-out

form, or can be made over the phone. There is a separate line for online orders; ensuring

customers who utilize the service can be in and out of the store quickly. Upon request, the

company will offer delivery services for catering orders.  

Currently, an issue that Shredwich could encounter might stem from the university and

school’s academic calendars. A main target market for Shredwich is the student population that

surrounds the restaurant that is included in the millennial demographic. With the schools long

summer and winter breaks, Shredwich could see a decrease in restaurant traffic during those

times. During the workweek, lunch hour is a time of high traffic for Shredwich. Young

professionals in the surrounding office buildings contribute to a majority of the traffic; however

it is dinnertime that seems to lack a steady crowd.  

 

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Shredwich currently uses social media sites such as Facebook, Twitter, Instagram, and

Foursquare to reach customers. Shredwich’s Facebook account currently has 419 page likes

(Shredwich Facebook Page). The Twitter account has 47 followers, 265 tweets, and follows zero

twitter users, while the Instagram account has 48 followers and 23 posts since joining in October

2014 (Shredwich Twitter Page). The Foursquare account has had 35 total visits and 24 total

visitors (Shredwich Foursquare Page). Aside from Foursquare, the other social media accounts

are used to post pictures of meals prepared in the restaurant along with currents events and

coupons. None of the accounts seem to be very interactive with the customers, nor are the

customer’s interacting with the brand. The Facebook page is the most interactive with reviews

posted by customers and replies from Shredwich, but Twitter and Instagram do not. The tweets

sent out by the company are often questions that necessitate a response form users, but replies

never occur (Shredwich Twitter Page). Twitter posts once a day in the morning hours and

Facebook post tend to be posted every coupe of days (Shredwich Facebook Page). Shredwich’s

Instagram started out posting daily, but has recently fallen behind with the last post being in

February (Shredwich Instagram).  

Shredwich has no existing relationships with the press currently. As of right now, the

restaurant has not had any press coverage since Philly.com posted an article introducing the

company in November 2014. Currently, the brand promotes “college night” and “student night”

hoping to bring in students for dinner hours. Other events include community fundraisers, the

“Be Creative” contest with a prize of a $25.00 gift card, and the free surprise delivery to local

offices. These events are promoted through Shredwich’s Facebook and Twitter page.  

From online reviews, customer feedback seems to be positive overall. With a couple

reviews offering constructive criticism, customers seem to really enjoy the overall concept of the

 

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brand. Because of the unique concept of hand-shredded meat, poultry, and vegetarian

sandwiches, the brand has room to continue growing in the fast casual restaurant industry. The

location is great because many schools, including Villanova University, Cabrini College, Eastern

University, Valley Forge Military Academy, and Radnor High School surround it, as well as

office buildings, providing a wide potential customer base. It is located in a shopping center with

multiple stores and a large parking lot that also helps bring in traffic. One major weakness

Shredwich has is its brand awareness. While the brand is present on social media, it has not done

much to actively reach the target market in order to create brand awareness and loyalty. The

brand can easily stand among its competitors due to its quality of food and reasonable prices. In

order to compete with local competitors, Shredwich needs to make the brand recognizable and

known to its target market.  

Competition  

There are three main competitors for Shredwich. They are Chipotle, Honeygrow, and

Panera Bread, all of which are part of the fast-casual industry.  

Chipotle  

Chipotle prides itself on “Food with Integrity”. With over 1,430 locations, this fast casual

restaurant is popular and present in the United States, United Kingdom, Canada, Germany, and

France. Chipotle offers Mexican cuisine that is organic and features naturally raised meats. Their

menu includes burritos, burrito bowls, tacos, salads, as well as chips and guacamole (Chipotle

Mexican Grill). The price of each item depends on what is put in it. The options include chicken,

steak, barbacoa, sofritas, and veggies. The prices range from six to eight dollars, depending on

the amount of toppings added by the customer (Chipotle Mexican Grill).  

 

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In addition to dining on location, Chipotle offers online ordering, catering, gift cards,

fundraising, and their own Chipotle shop. Online ordering is fast and efficient and allows the

customer to pick what time and at which location they will pick up their food. Chipotle offers a

few types of catering, which can feed as little as 20 people or as many as 200 (Chipotle

Catering). Fundraising with Chipotle gives back 50% of the profits to the participating

organization. They focus their fundraising on K-12 schools, Youth Community Groups,

Community Gardens, University Groups, and Food and Sustainable Agriculture Groups

(Chipotle Mexican Grill). The Chipotle online shop offers various products such as t-shirts,

grocery totes, and hoodies (Chipotle Mexican Grill).  

Chipotle’s current target market is millennials. They use various social media networks to

reach this market. Chipotle presently uses Facebook, Twitter, Instagram, YouTube, and

FourSquare (How Chipotle Uses Social Media to Cultivate a Better World.). These accounts are

all national; there are no local accounts for individual stores. Its Facebook account has 2,575,298

likes with posts three to four times a week featuring pictures, quotes, and links to videos

(Chipotle Mexican Grill). Its Twitter account has 640,000 followers with over 358,000 tweets,

some of which is Chipotle responding to customer’s complaints or praises (Chipotle Tweets).

Chipotle’s Instagram has 163,000 followers featuring pictures of their stores, products, and

events (Chipotle Mexican Grill). Its YouTube page has over 29,000 subscribers with playlists of

their festivals, short films, and behind the scenes footage (YouTube). On Foursquare, Chipotle

has 129,774 followers with over 42,000 tips for customers (FourSquare.) Chipotle follows their

customers on the various accounts and makes an active effort to interact and build relationships

with them. See Appendix A for social media graphs.  

 

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Chipotle has spent 1.4% of its revenues on advertising and marketing expenses (How

Chipotle Uses Social Media to Cultivate a Better World). Chipotle currently uses a non-

traditional marketing strategy. The company uses traditional media such as TV, radio, and

billboards in ways other than just promoting their product. For example, they recently had a

commercial featuring Willie Nelson narrating a story about a farmer with sustainable operations..

Their goal was to win over millennials by showing their reputation for freshness and healthy fare

(A Story about Chipotle's Non-Traditional Marketing Strategy.) Through viral marketing,

Chipotle has made short films featuring a farmer and scarecrow throughout the years with the

consistent message of “cultivate a better world” (Chipotle Takes on Big Food with Animated

Scarecrow.) These animations were also released with a mobile video game. In 2012, Chipotle

ran their first nationally televised commercial during the Grammy Awards (Chipotle Ad

Upstages Some Grammy Performances.) Most of their advertising consists of print, outdoor,

transit, radio, and online ads. They are developing more owned media such as cultivating

festivals of food, music, and ideas as well as increasing all of their digital and social media

presences (How Chipotle Uses Social Media to Cultivate a Better World).

Chipotle has implemented many public relations initiatives. Chipotle runs promotions,

such as giving out free burritos on Halloween if customers come dressed in costume in an annual

event called Boorito (Chipotle's Boorito Halloween Fundraiser). Chipotle also released music

videos of Willie Nelson and Karen O. in support of family farms. Also, Steve Ells, the founder of

Chipotle, was a judge on NBC’s America’s Next Great Restaurant. Chipotle offered a buy one

get one free deal and in turn the show featured contestants working in a Chipotle for a day (Get

Free Chipotle Food for Watching.) This past February, Chipotle released the first of four

webisodes called “Farmed and Dangerous” on Hulu.com (Hulu). This shows their variety and

 

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commitment to constantly be in the news in a positive light. In addition, Chipotle has contributed

approximately $2 million to “help fund initiatives that support sustainable agriculture, family

farming, culinary education, and innovation that promotes better food” (The Chipotle Cultivate

Foundation). The Chipotle Cultivate Foundation is a non-profit organization established by

Chipotle Mexican Grill to continue and strengthen its philanthropic efforts.  

In regards to press coverage, Chipotle sends all of their press out through BusinessWire, a

company that disseminates news out (Your News Starts with Business Wire). Its press releases

consist of their quarter results, announcements of new video launches, their new partnerships, as

well as event information. Major outlets consistently cover Chipotle news, as well as non-media

outlets, typically ones devoted to a healthy lifestyle.  

Customers are dedicated to Chipotle, and that is one of their main strengths. They are

loyal and Chipotle has a strong following. They love it and show their loyalty by not eating at

rivals, such as Qdoba Mexican Grill. They praise the fast service, amazing authentic food, low

prices, and courteous staff (Chipotle Yelp).  

Chipotle is unique because of the “Chipotle experience”. Chipotle designs each of its

locations so they create a fun and unique dining experience for their customers. The line allows

customers to watch their food be made and then handed to them instantly. The kitchen is open to

the restaurant so all of the aromas add to the dining experience.  

Honeygrow  

Honeygrow is the second competitor for Shredwich. Honeygrow opened in 2012 and

specializes in farm-to-fork stir-fry, smoothies, and honeybar. Their motto is honest eating and

growing local (Honeygrow). Honeygrow locations include Center City Philadelphia, Radnor and

Bala Cynwyd, Pennsylvania, with recent openings in Hoboken and Cherry Hill New Jersey.  

 

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Like its other competitors, the price at Honeygrow depends on what is chosen for a meal.

Typical stir-fries run from $7.75 to $8.85, while salads run from $6.35 to $10.45. The honeybar

is $5.45, and smoothies are $4.95 (Honeygrow). Customers can dine in or get take out at any of

their current locations. The ordering takes place on touch screen kiosks.  

Honeygrow is currently marketed mainly on their social media sites. Since its current

target customer is young professionals and college students, the social media sites are focused on

reaching this particular demographic. There are no local social media pages, but rather one page

for all of the stores. Its Facebook has 3,204 likes and posts about locations opening soon, their

food, and any menu updates they may have (Honeygrow Facebook). Their Twitter has 4,148

followers and posts many times each day (Honeygrow Twitter). These tweets consist of quotes

and some of their offerings. Its Instagram has 2,580 followers showing pictures of their locations

and some combinations that customers have created (Honeygrow Instagram). All of its Instagram

posts are linked to their Tumblr page. The brand also has a Pinterest page with 22 followers with

boards of the foods they offer, what inspires them, their locations, and things to do in the local

Philadelphia community (Honeygrow Pinterest). See Appendix A for social media graphs.  

Honeygrow has not had much press coverage. Philadelphia Magazine, Main Line Today,

and Philly.com blogs have released articles about their most recent opening in Radnor and their

anticipated locations. There appears to be no relationship with any press outlets.  

Honeygrow was a part of the holiday food drive with Philabundance, where donations

were accepted at each of its locations (“Holiday Food Drive with Philabundance”). Honeygrow

Philly also teamed up with Philadelphia Runner and created a running club. On the fourth

Tuesday of every month, a group of runners gather and do a three to five mile run and are then

 

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invited to Honeygrow to receive 25% off their meal (Honeygrow Philly Launches New Run

Club).  

Honeygrow is unique in various ways. First, it offers touchscreen kiosks, which is unlike

any other competitor currently. In addition, it has all house-made dressings and sauces that are

never pre-made or frozen. The locations also feature reclaimed wood and chairs from recycled

Coca-Cola bottles. Recently, it has added iPad stations, where guests can use them to surf the

web or play games (Philadelphia Magazine).  

From reviews online, customers enjoy the products offered. They like having

touchscreens so they can choose what they want with no confusion. Customers enjoy the fresh

ingredients from local farms and the various options they have to choose from (Honeygrow

Yelp). One apparent weakness of Honeygrow is that it is designed in a way similar to that of a

cafeteria. It does not have a cozy atmosphere that some customers would want. A strength is the

fresh, local food.  

Panera  

Panera Bread is the third competitor for Shredwich. Panera is a chain of 1,708 bakery

cafes nationwide and in Ontario, Canada. Its mission statement is “A loaf of bread in every arm”

(Panera Bread). Panera sells a variety of products including fresh baked bread, pastries, sweets,

bagels, soups, salads, sandwiches, pasta, paninis, sandwiches, and flatbreads. It offers full size

portions or their classic “You Pick Two”, where the customer would choose half of a sandwich

or panini along with a cup of soup or half of a salad. They also offer different types of bread and

give customers the option of chips, an apple, or a baguette as the sides of their meals. The prices

range from $7 to $9 for full sandwiches and salads. A small cup of the mac and cheese would be

 

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$4.99 and a cookie would be $1.99 (Panera Bread). Overall, their prices are competitive in the

fast casual industry.  

Panera offers additional services to their customers as well. They have online ordering,

fundraising, free Wi-Fi, and the MyPanera Card. Panera’s online ordering is very organized and

effective. The website features pictures of the product along with a description and nutritional

information. The customer can choose when and where their order will be picked up (Panera

Bread).

When fundraising with Panera, a flyer must be presented at time of purchase to receive a

donation. The more flyers there are, the larger percentage donated.

In addition to these services, Panera has many perks while dining at the restaurant. First,

it offers free Wi-Fi at all locations. Next, the brand has the MyPanera Card, which is its loyalty

program offering surprises, rewards, and special deals from Panera daily (Panera Bread). Panera

customers can purchase the product online or in stores. It offers rapid pick up, delivery at some

locations, and ordering from My Table, which delivers the food directly to the customer’s table

at the café (Panera Bread).  

Panera focuses it’s marketing on their philosophy of “Live Consciously, Eat Deliciously”

(Focus on the Values). The brand wants to connect to its customers by showing its social

consciousness. One major way the company does this is by explaining how the Panera Bread

Foundation donates all of its unsold baked goods to Feeding America and donation-based

community restaurants at the end of each day (Panera Bread).  

This June, Panera switched advertising agencies from Cramer-Krasselt to a company

called Anomaly. The brand switched because Panera felt it needed to bring advertising to the

next level (Panera Finds a New Lead Creative Agency). The brand is searching for ways to

 

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demonstrate their authenticity. Michael Simon, Executive Vice President and Chief Marketing

Officer, states that Anomaly is focusing on the big ideas instead of the traditional 30-second

spot. He thinks this will make the Panera brand relevant (Panera Bread Names Anomaly as Lead

Creative Agency). Panera plans to advertise its brand and products through web, TV, and print

advertisements, as well as social media sites (Panera Bread Names Anomaly as Lead Creative

Agency).  

Panera’s current target customer is professionals, families, and millennials. Panera

utilizes social media sites very well to be accessible to its target market. It currently has a

Facebook, Twitter, Instagram, YouTube, Pinterest, and Foursquare. On Facebook, the brand has

2,722,508 likes with posts featuring some of the menu items and videos. Postings are a few times

each week and get over a thousand likes. Panera has separate Facebook pages for each location,

providing only a place for reviews. There is no creative content posted; that responsibility lies

within the main page (Panera Bread Facebook). The Twitter account has 339,000 followers and

uses the hashtag #HowToPanera, which its followers have also picked up and began to use. This

is a national account (Panera Bread Twitter). Its Instagram has 40,700 followers with photos and

videos of its menu items and it posts mostly every day consecutively (Panera Bread Instagram).

The YouTube account has 3,231 subscribers with videos showing demos and the backstory to the

Panera brand (Panera Bread YouTube). The Pinterest page has 39,000 followers focusing their

pins on brand values such as living better and eating fresh (Panera Pinterest). The Foursquare has

5,180 followers with over 48,000 tips for their customers. All followers seem to appreciate that

Panera responds to customer’s disappointments and take the feedback to improve. See Appendix

A for social media graphs.

 

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Panera’s press is covered by various media outlets, such as FastCompany, Huffington Post,

USA Today, SELF Magazine, Fortune Magazine, the Associated Press, and Bloomberg News. The

press covered is on various topics, such as Panera cutting all artificial ingredients, introducing digital

ordering, and how Panera is an innovative food company. These news stories have come out monthly

and appear to be fairly frequent (Analyzing Panera Bread's Advertising And Marketing Spend).  

Some other public relations efforts include the participation in SCRIP Fundraising. This

program helps non-profit organizations raise money by inviting them to pre-purchase $10 Panera

Card® gift cards at a 9% discounted rate and then re-sell the Panera Cards at full price (Panera

Bread). It also has a Community Breadbox, where a portion of cash donations made by

customers in bakery-cafes are matched by Panera and its franchises and distributed to local non-

profit organizations (Panera Fundraising).  

Panera is unique and differentiates itself from other competitors. First, fresh dough is

delivered every day. This ensures the freshness the brand promotes. Second, the stores provide

free Wi-Fi to customers, and third, Panera has a phone application to order, look at the menu,

and find nearby locations.  

Panera’s major strength is that it has strong customer loyalty and a relaxing and

comfortable environment. Customers love Panera’s products. They appreciate the exceptional

customer service, the portions and quality of food, as well as the welcoming atmosphere (Panera

Bread Yelp).  

Consumer    

The possible target markets for Shredwich involve external stakeholders. This includes

consumers of different demographics that would choose Shredwich’s services and products over

the competitors. Steve Hettinger, owner of the restaurant, mentioned that both the consumer

 

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traffic and the environment of the store contribute to the overall daily sales (Personal

Communication – February 2015).  

According to Mintel’s Fast Casual Restaurants report conducted in 2013, “Consumers

visit fast casuals that they like so factors like variety of items, freshness, and convenience are

important as well as corporate responsibility initiatives like food safety and treatment of

employees” (Fast Casual Restaurants). This demonstrates that people who look for options like

Shredwich are more conscious and have more expectations than consumers that go for the quick

service options such as chain fast food restaurants. In this same report, Mintel mentions that

lunch is the most popular day part for fast casual restaurants like Shredwich, with 63% of

consumers visiting within September of 2013. On the other hand, dinner traffic significantly

declines with “only 15% of consumers visiting within the past month” during dinnertime (Fast

Casual Restaurants).  

In regards to the product specifically, in Mintel’s Healthy Dining Trends – US, July 2014

report, 28% of consumers mentioned that they would be willing to order traditional items made

with healthier ingredients. For sandwiches, subs, and wraps, promoting natural ingredients,

allowing for bread substitutions, and allowing sandwiches to become a salad can boost a brand’s

health perception with its consumers. Mintel states, “consumers are more receptive to paying

more for sandwiches if it allows for customization, uses natural ingredients, and is overall more

wholesome to consume compared to traditional sandwiches” (LSR: Sandwiches, Subs and Wraps

Concepts).  

There are three possible target markets segments, college students attending an institution

within the area of the Shredwich location, professionals that work in the offices in close

proximity to the restaurant, and local residents of the area that are willing to try new food

 

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options. For these entirely different possible target markets, location is a key component due to

the convenience factor. As Mintel states, “consumers place increased pressure on fast casual

restaurants in terms of value-added attributes compared to quick service and casual dining

restaurants” (Fast Casual Restaurants).

The first target market consists of college students attending colleges in the close area

such as: Villanova University (7,118 undergraduate students), Cabrini College (1,406

undergraduate students), Eastern University (2,402 undergraduate students), and Valley Forge

Military Academy (318 students). There are around 11,244 students in the area that could be

considered potential clients within the target market. These students’ ages range from 17-24,

putting them in the millennial generation. They reside within the area, either on campus, off

campus, or commuting to their respective schools. This target market is potentially worthwhile.

For example, if 10% of Villanova students, the largest student population of these schools, were

to come into Shredwich once, it would bring in $7,500 in revenue. Should 500 students come

back a second time, an additional $3,500 in revenue is generated.  

“Quality is important when buying personal electronics (52%) and when choosing a

restaurant to dine in (46%). In sectors with higher price points and those who deliver a special

experience, quality of products and services are less negotiable” (Lifestyle of Millennials). This

provides insights on how this target market thrives to obtain meals of higher quality, unlike the

ones provided by college cafeterias or quick services establishments.  

Millennials grew up along with the development of technology; therefore, they are really

dependent and make use of the Internet more than any other group. Most of them own a

smartphone with data plans or are usually connected to a Wi-Fi hotspot (Lifestyle of

Millennials). This means that they look for mobile friendly websites and enjoy the usage of

 

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applications. The millennials are the most tech-dependent generation in the U.S., they surpass the

average group in every measure of technology, meaning that most of their information comes

from social media, and the Internet (Marketing to Millennials).  

Since they attend a college or high school they are usually surrounded by peers of the

same age. Therefore the target market usually performs activities in at least a group of two

people. They are rarely alone. As Mintel states, “Nearly a fifth of Millennials indicate that their

opinions are influential among their peers, rising to over a fifth among Younger Millennial men”

(Lifestyle of Millennials). This also includes the usage of social media and the content created by

their peers.  

The second possible target market consists of professionals that work within the area.

Shredwich is located in St. David’s, PA in a shopping center. Although this area seems to be a

lot more residential than commercial, there are a few offices located around the restaurant

location. The owner of the restaurant pointed out that there are a few people that work in the

offices nearby that frequently stop by and grab lunch at Shredwich. These consumers are mostly

professional men and women with a wide age range between 27-45. This group of people ranges

from all different backgrounds, and they all work within different industries. The offices around

this area include several business management groups, attorney offices, Main Line Health

corporate office, and city government office of Radnor Township, among others.  

The last possible target market involves a location factor. These are families or couples

that live within the area and drive by the Shredwich location on a regular basis. According to

PRIZM, most of these people are wealthy, upscale middle-aged couples without kids (Prizm). It

is highly likely that they stop by ShredWhich because they are driving by, or shopping at Bed,

Bath & Beyond, TJ Maxx, or Giant.  

 

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SWOT Analysis and Strategic Direction  

STRENGTHS   WEAKNESSES  

● Fresh, natural ingredients ● Customization ● Fundraising options

○ 50% of proceeds go to organization

● Catering options ● Take-out service

○ Online ordering, in-store pickup

● Open-kitchen concept ● All-inclusive pricing ● Promotions

○ Buy-One-Get-One coupons ○ College Night (Mondays) ○ Create Your Own Sandwich

contest ● Environment

○ Fun, modern, trendy ○ Wifi

● Customer Service ○ Trained, professional, friendly

staff

● Lack of awareness ● Low social media following ● Not a unique model ● No delivery ● Little press coverage ● Students inability to travel

○ Lack of cars (freshmen) ○ Shuttle buses do not come to

the shopping center

 

OPPORTUNITIES   THREATS  

● Location ○ Local colleges in the area ○ Potential for increased revenue ○ Shopping center traffic

● Customer desire for more convenient service ○ Delivery ○ Car-side service ○ GrubHub

● Loyalty program ● Industry

○ Fast-growing ○ Potential for more loyal

customers

● Intense competition ○ Chipotle ○ HoneyGrow ○ Panera Bread

● Academic calendar ○ Summer/Winter breaks

 

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Strategic Direction  

For the strategic direction, a weakness, lack of awareness, will be turned into a strength

by building awareness amongst the target market. This weakness has the most fiscal and overall

potential, as it will familiarize potential customers with the brand and the products it offers.

 

Objectives  

Marketing Objective  

● Increase transactions from 217 average daily transactions to 275 average daily

transactions by June 1, 2016.  

Communication Objectives  

● Drive store traffic by 25% by June 1, 2016.  

● Get three press mentions by June 1, 2016.  

● Increase social media following on Facebook to 5,000 likes, on Instagram to 2,500

followers, on Twitter to 2,500 followers by June 1, 2016.  

 

 

 

 

 

 

 

 

 

 

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Target Markets (Publics)  

The target market chosen was local college students. Based off the rationale in the

consumer market section as well as the opinion of the client, this was the choice that was decided

as having the most potential.  

Meet Will:  

Will is a sophomore, 19-year-old student at Villanova University. He is an undecided

business major, very involved on campus. He plays intramural basketball and is part of the

International Business Society. He lives in a 5-bedroom house with four of his best friends, they

all met freshman year and have been inseparable ever since. He does not know much about

cooking besides the basics (pasta, mac and cheese, frozen dinners), however he goes to the gym

on a regular basis to try to stay in shape. Will does not remember the last time he ate soup or ate

a steak. Will takes five classes with a total of 31 credits and he likes to keep busy although he

does not spend his days in the library. He does not make the Dean’s List, however he is above

average in most of his classes. Will really enjoys Twitter, he utilizes it a lot because he likes to

consider himself a very funny guy. He also really likes following sports on Twitter because it is

real time information, if he is not close to the T.V. On his weekends and free time he likes to go

out with his friends on Thursdays, Fridays and Saturdays and he is considered a popular kid on

campus.When he walks around the campus, and even in off-campus locations there always

seems to be someone that knows Will. Music is really important for him, he really enjoys EDM

music, and all the Top Hits. Spotify is his best friend, he has it on both his computer and his

phone. Although his roommates are his best friends, he does not have a set group of friends, he

hangs out with a lot of different people. He drives his parents old car, and out of his friend group

he and his one roommate drive everyone else most of the time. He likes to be adventurous. He

 

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also has a bike and a long board he uses when the weather is nice. Since he is on a budget he

tries to keep his meals under $8, and tries to get as much free food from campus activities as

possible. He has an on-campus job at the bookstore, which he enjoys because he gets to know all

the people coming through the store, he also gets a discount on all the school gear  

For this particular market, the connector list includes a few publications and media at

Villanova University, as well as a wide range of students felt to fit the campus rep program

because of their key influences. Some of the organizations they are from include club sports

teams, academic societies, sororities, volunteer groups, orientation leaders and members of the

student government. See Appendix B for the full connector list.  

 

 

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Perceptual Map, Positioning Statement, and Brand Message  

Perceptual Map

 

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Positioning Statement  

For millennials, Shredwich is the one fast casual restaurant that provides complete customization

without pricey add-ons, unlike Chipotle, which provides high quality “food with integrity.”  

Brand Message  

What is Shredwich?  

- Shredwich is fun and flexible. We are all about customization, unlimited toppings, and

trying new things.  

- Shredwich is never careless. We feel it is our responsibility to provide the highest quality

fair grown food to our customers. We try in every way to limit our detrimental effect on our

environment. We always recycle and use as many post recycled products as possible.  

- We like to give back to our community whenever possible through our comprehensive

fundraising program. Shredwich truly cares.  

- Shredwich is innovative. We are a concept like no other: we make everything in house and

are proud of our open kitchen, which displays our commitment to quality food with no

secrets. We stand out in a crowd of unhealthy, greasy food.  

- Shredwich is never boring. Both workers and customers alike are excited about the

company. The environment is never dull, with cheerful music and endless chatter and

friendliness.  

- Shredwich is personal. We care about our customers. We want to get to know them. We

view them not only as consumers of our product, but members of the community that we

love and want to get to know. As a singular store, we have the time and devotion to making

and growing relationships with our customers.  

 

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- Shredwich is never seen as “the last resort”. Customers view Shredwich as a preference.

They truly want to come to our restaurant and look forward to the convenience, food, and

environment that we offer.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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PR Recommendations (Tactics)  

The recommendation to build awareness is to hold an all day on campus takeover at

Villanova University on Thursday, September 24. This event will be held on Sheehan Beach,

which is the large front lawn on campus. It acts as the ushering in of a campus rep program that

will be initiated at the school. The event is intended to highlight the customization of Shredwich

and the diversity of the student body. This event will be called The Shredwich MyMix Takeover.

While awareness is needed at other schools, such as Cabrini College, Eastern University, and

Valley Forge Military Academy, this would be a trial run that would eventually be implemented

at these campuses at a later date and time. Villanova University was chosen because of the larger

student body and student organizations. Its close proximity to Shredwich makes it a viable

option.  

This is a self-produced event that is intended to be a surprise for students. There will be

no publicity leading up to the event as it is meant to be an unexpected takeover, prompting buzz

on campus and social media mentions. However, on the day of and weeks following, the hashtag

#MyMix will be promoted and used by students and reps to create a social conversation with the

audience. See Appendix C for the campaign calendar and course of action.

Campus Rep Program  

Two hundred and fifty campus reps will be chosen based on their influence on campus.

The qualities of a Shredwich campus rep will be: active involvement on campus and being

recognizable to the student population. Examples include presidents of Greek life, orientation

leaders, athletes, and general club leaders. See Appendix B for the connector list, which includes

samples of potential campus reps chosen for their large sphere of influence. These campus reps

will be reached out to via personal invitation. See invitation below.  

 

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Compensation for participating in this campus rep program will be a member card where the rep

will get half off Shredwich each visit for each semester of involvement.  

For the day of the event, the role of the campus reps will be to wear a t-shirt designed to

promote the My Mix Takeover. The quantity of reps in this shirt on this day will grab the

attention of the student body and create buzz amongst students. Shredwich aims to support

individuality and customization, thus the shirts will highlight the uniqueness of each campus rep.

The mockup of the shirt is below.  

 

 

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Student reps will fill out what their role on campus is and what they like to customize their meal

with at Shredwich. This is done to create a personal touch for each campus rep.

Day of Event

At 9:00 am on September 24th, the entire campus will be taken over by green and orange

Shredwich inspired decorations. There will be a balloon drop in the two cafeterias on campus. At

the end of each balloon will be a postcard featuring a picture of one of the campus reps holding a

sign stating what their personal mix is. It will also direct the students to the event on Sheehan

Beach. Lawn signs will be placed outside of dorms and on various pathways on campus bearing

Shredwich’s logo and the MyMix hashtag. A green and orange balloon arch will be placed at the

entrance of Sheehan lawn to signify the location of the activities. A student DJ, one of the

campus reps, will be playing music throughout the event to create a fun and lively atmosphere.  

A Shredwich catering tent will be located on the lawn all day so that students can sample

the sandwiches and experience the customizability that Shredwich offers. A step and repeat

backdrop featuring Shredwich’s logo will be in the center of the lawn. A whiteboard and markers

will be provided, and students are encouraged to write their own MyMix, celebrating what makes

them unique. A photographer will be there the day of the event to capture the students

individually or with their friends in front of the backdrop. There will be an Instagram

competition where students can win by following Shredwich on Instagram and posting their

picture from the photoshoot using the hashtag #MyMix. A winner will be randomly selected a

week later and win a $25 gift card to Shredwich.  

A sandwich eating contest will take place at 1 pm. Students have the option of

participating in this four round event. Whoever can eat their customized sandwich in the fastest

 

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amount of time will move onto the next round. A championship round will occur with the four

winners. The ultimate winner will receive a $25 gift card to Shredwich.  

The next activity is the shredding money machine. One student at a time will enter the

machine that is filled with shredded white paper. Once they are in the machine, the air turns on

and the shreds fly for thirty seconds. There will be one orange shred that needs to be collected.

The student that comes out with the orange shred wins one free side and drink at their next visit.

The event concludes at 4 pm and cleanup will start.  

Schedule of The Day  

 10:00 AM    

 Event Set-Up  

 11:00 AM  

Event begins with catering tent and MyMix photographs with backdrop  MyMix t shirt giveaway  Student DJ  

 12:00 PM    

Catering Tent  Photo session  Student DJ  

 1:00 PM    

Catering Tent  Sandwich eating contest  Student DJ  Photo session  

 2:00 PM    

Shredding Money Machine  Student DJ  Photo session  

 3:00 PM    

Shredding Money Machine  Student DJ  Photo Session  

 

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 4:00 PM    

 Event Ends  

 

Social Media Campaign  

The main event is in September. The MyMix social media campaign will run through the

year. Campus reps will also be responsible for posting about Shredwich throughout the year.

Facebook posts will be promoted to college students throughout the campaign. Content will also

vary depending on user-generated content, reposting, retweeting and at replies, which will be

utilized to engage the audience. A mockup of the social media content for the month after the

event can be seen below. These are meant to be a supplement to the already existing social media

content that Shredwich produces. The Facebook mockups below will be the paid promoted posts

on Facebook.  

Twitter Content Calendar  

Day   Tweet  

September 25th   Had fun yesterday? Share your pictures with us and be part of our Hall of Fame #MyMix  

September 26th   Remember Thursday? We do too! Come get your favorite #MyMix  

September 27th   If eating shredded meat is wrong, then I don’t want to be right #MyMix  

September 28th   It’s Monday, and we are feeling a little blue. So we are adding some blue cheese to our salad. What are you adding today? #MyMix  

September 29th   People say you are what you eat, I don’t remember eating a bowl of awesomeness. Oh wait, I do remember #MyMix  

 

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September 30th   What makes you, you? #replytweet #MyMix  

   

October 2nd   Halloween is coming up. We hope your costumes are as unique as our creations! #MyMix  

October 3rd    

October 4th   What topping would you add to your meal this fall? #replytweet #MyMix  

October 30th   What’s scarier than a ghost? Taking your last bite of Shredwich #MyMix  

 

Facebook Mock Ups

1. September 25  

 

 

 

 

 

 

 

 

 

 

 

 

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2. October 13th  

 

 

 

 

 

 

 

 

 

 

 

 

3. November 8th  

 

 

 

 

 

 

 

 

 

 

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Press Tactics  

A press kit about the MyMix event will be sent to the connectors via personal pitch a

week before the event. This information will be embargoed, as the event is a surprise, and

coverage is not wanted before the takeover. The connectors will be offered exclusives as

incentive to cover the event. These will include: an interview with Steve, behind-the-scenes

access of setup and day of activities. The press kit can be seen below.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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SHREDWICH HOSTS MY MIX CAMPUS TAKEOVER AT VILLANOVA UNIVERSITY ON SEPTEMBER 24TH

Restaurant Strengthens Ties with College Campus in All Day Event

ST. DAVID’S, PA—September 24, 2015—Shredwich is happy to announce their MyMix Campus takeover at Villanova University on Thursday, September 24th from 11am to 4pm. The surprise takeover ushers in Shredwich’s new campaign entitled MyMix, focused on celebrating the uniqueness of the student body. Students will be encouraged to celebrate the qualities and activities they are involved in that sets them apart by participating in all day activities on Sheehan Beach. A new activity will be hosted every hour and include a sandwich eating contest, photo session, and shredded paper money machine. The event will also include a food truck all day and music by a student dj.

The event acts as the kickoff of their new Campus Rep program, comprised of a diverse group of Villanova students. In celebration of their personal distinctiveness and Shredwich’s customizability, students will takeover the entire campus in MyMix shirts; filling them in with their own personal mix, what makes them different and what they put on their order from Shredwich.

“We love to be involved in the surrounding universities, and we felt that this surprise, all day event for Villanova University college students, would be a great way to show our gratitude for their business,” said Shredwich creator and founder Steve Hettinger. “Our campus reps and the other students at Villanova all have such distinctive traits and we want them all to celebrate their own personal mix!”

Students will wake up to a Shredwich transformed campus, with orange and green decorations in all the busiest locations at the university. The complete takeover will provide students with a sense of the fun and personal identity of the brand.

About Shredwich Shredwich is a unique fast casual restaurant known for offering shredded meats on sandwiches, bowls, and salads and more. Opening in October of 2014, Shredwich has been serving the St. David’s, Pennsylvania area with high quality, great tasting, food for a year. All food is cooked in-house in our open kitchen, with meats being roasted for ten hours and shredded by hand. Shredwich combines delicious food with great value and a high-energy, fun environment.

###

PRESS RELEASE EMBARGOED UNTIL Contact September 24, 2015 Lauren Carroll - Prestige PR 610-608-0983 PrestigePR2015@gmail.com

 

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FAQ Contact Lauren Carroll – Prestige PR 610-608-0983 PrestigePR2015@gmail.com

Shredwich Frequently Asked Questions

What is Shredwich? A unique, fast casual dining concept devoted to high quality shredded meats and a customizable style of dining.

What is Shredwich’s mission? Our mission is to solve one of the obstacles in today’s fast-pace lifestyle by providing our customers with a fast, fresh meal that is created quickly by our friendly staff and can be enjoyed in a stress-free dining environment. We aim to provide our customers with all natural meals that are nutritious and completely customizable, while maintaining an affordable price.

When was Shredwich founded?

Shredwich was founded in October 2014.

Do you accept NovaBucks?

Yes, we accept NovaBucks and proudly support Villanova University.

Do you have a fundraising program?

Yes, we do. Local non-profits and clubs from local universities can host events with our restaurant where 50% of the proceeds made from the day will be given to the organization.

What is MyMix?

MyMix is a campaign aimed at college students that is designed to highlight the customization of Shredwich and the diversity of the student body. This campaign has been implemented on Villanova University and we aim to spread it to other local universities such as Cabrini College, Eastern University, and Valley Forge Military Academy.

Do you have a college student ambassador program?

A large component of the MyMix campaign is incorporating a student ambassador program on local campuses. Student ambassadors are chosen for their involvement on campus and personal uniqueness. We currently have a student ambassador program at Villanova University featuring students from different organizations. We aim to implement programs at other local universities in the future.

 

 

 

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BACKGROUNDER Contact Lauren Carroll - Prestige PR 610-608-0983 PrestigePR2015@gmail.com

Our Story

Shredwich first opened its doors in October 2014 in the Wayne, Pennsylvania area. As a part of the ever-growing fast casual market, Shredwich offers a build-your-own style of dining revolving around hand-shredded, high quality meats with hot and cold toppings in sandwiches, bowls, and salads. Food served at Shredwich is all cooked in house, with meats being slow roasted for ten hours prior to serving and nine homemade dressings as well as 14 toppings available for customization. They also offer “Classics,” pre-created orders for those who do not want to customize their order. Designed to be inclusive for all, we also offer tofu and other vegetarian options.

Creator and founder of Shredwich, Steve Hettinger, comes from a restaurant owning family and grew up around the business—his father owns Viva Bistro in Wyomissing. With a passion for serving high quality, great tasting food in a stress-free environment, Shredwich was born. The name, a play on words, was designed to let even new customers understand our concept upon hearing the word Shredwich. The logo, with bright, noticeable colors reflects the atmosphere they provide, one that is fun and lively, a place people truly want to spend time in. Shredwich aims to inspire the customers to Be Hot, Be Fresh, and Be Creative, both in their food choices and their life.

Steve chose the Wayne area for the location of Shredwich due to its strong community filled with students, businessmen and women, and families. Devoted to bettering the community Shredwich is located in, they host fundraising drives for local non-profits in which 50% of the proceeds from the day go to the organization. Shredwich is never careless. Giving back to the community is a priority, and they always aim to limit their detrimental effect on the environment through recycling and recycled products.

Shredwich is personal. They care about their customers. They want to get to know them. They view them not only as consumers of the product, but members of the community that Shredwich loves and wants to get to know. As a singular store, Shredwich has the time and devotion to making and growing relationships with our customers.

 

 

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FACT SHEET Contact Lauren Carroll - Prestige PR 610-608-0983 PrestigePR2015@gmail.com

Founded: October 2014 by Steve Hettinger

Mission: The mission is to solve one of the obstacles in today’s fact-pace lifestyle by providing the customers with a fast, fresh meal that is created quickly by the friendly staff and can be enjoyed in a stress-free dining environment. Shredwich aims to provide the customers with all natural meals that are nutritious and completely customizable, while maintaining an affordable price.

Food:

• High quality • All natural • House-made sauces and dressings • Choice of sandwich, salad, or rice

bowl • Fresh baked bread • 100% Hand Shredded • Chicken, Turkey, Pork, Beef, Tofu

Our Guests:

• College students • Business professionals • Local residents

Taste: • Flavorful • Tender • Moist

Quick Facts:

• Single store • Social Media o https://www.facebook.com/Shredwich o Twitter: @Shredwich1 o Instagram: @Shredwich

• Open 11am – 10pm • St. David’s Square

550 East Lancaster Avenue St. David’s, PA 19087

• Phone number: 610-688-5700 • Fax number: 610-688-5701 • www.Shredwich.com

Leadership Team:

• Owner & Team Leader Steve Hettinger:

o shettinger@Shredwich.com Social Responsibility:

• Purchase from suppliers who offer local farm’s produce

• 100% natural, hormone and steroid free meats.

• Recycling program • Non-profit fundraisers (50% of sales

given)

 

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Strategic Direction

As previously mentioned, the goal of the event is to increase awareness. This plan

addresses this goal by getting exposure of the brand to a potential of 7,000 college students

through an interactive and beneficial campaign. Each activity is carefully planned to encourage

participation amongst students and to align the customization of Shredwich with the celebration

of unique aspects of the student body. Spreading the MyMix hashtag and promoting user-

friendly contests will also increase Shredwich’s social media presence, one of the

communications objectives set earlier. This event is a trial run for future similar events at other

local campuses. Implementation of these events across the campuses will reach a large number

of the potential target market and increase awareness. This increase will in turn drive traffic to

the store on a daily basis, increasing transactions and addressing the identified marketing

objective. The large and widespread nature of the event will ideally result in press mentions,

another communication objective previously identified.  

 

 

 

 

 

 

 

 

 

 

 

 

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Timeline and Budget

Timing  

This event will take place on September 24, 2015 from 10am - 4pm. This will target the

college students early on in the school year so they can build awareness of Shredwich and

continue to visit them during the year. This time was chosen because of the heavy traffic of

students on campus.

 

 

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Budget  

 

 

 

 

 

 

 

 

 

 

 

 

Description Category Cost Catering Food/Entertainment $8,500

Tent Food/Entertainment $1,000 Money Machine Food/Entertainment $795 Miscellaneous Food/Entertainment $500

Student DJ Food/Entertainment $150 Table (Qty. 4) Food/Entertainment $32

T-Shirts Campaign $2,400 Promoted Posts (See Social Media Calendar for Details)

Campaign $2,000

Student Photographer Campaign $500 Step and Repeat (8x12) Campaign $380 Press Kit (Traditional) Campaign $200 Invitations (Qty. 200) Campaign $160 White Board (Qty. 3) Campaign $57

Balloon Arch Awareness $275 Yard Signs Awareness $70

Single Balloons (Qty. 600) Awareness $120 Banner Awareness $60 Total All $17,199

My  Mix  Budget  

Food/Entertainment  

Campaign  

Awareness  

 

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Measurement and Analysis  

Success for awareness will be measured by looking at transactions in the store, checking

social media metrics and analytics, measuring online interaction between customers and

Shredwich’s social media accounts, as well as tracking media mentions by creating a Google

alert for the words Shredwich and MyMix. After the event, social media analytics will be

monitored once a week and noted so that progress can be tracked.  

     

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Appendices  

Appendix A: Social Media Following  

   Facebook  

 Twitter  

 Instagram  

Shredwich   381   43   48  

Panera   2.6 million   348 K   44.9 K  

Chipotle   2.4 million   647 K   174 K  

Honeygrow   3.5 K   4.2 K   3 K  

 

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Appendix B: The Connector List  

Media Connector #1: The Villanovan  

Type of medium/organization   Official Student Newspaper of Villanova University  

Number of readers/followers   677 Facebook likes, 1,724 Twitter followers. Students and faculty are the main readers of this publication.  

Demographics of readers/followers   Weekly circulation of approximately 5,000 copies on campus. (Villanova.edu)  

Name of connector/contact   Features editors, Sophia Pizzi and Brett Klein  

Contact Information   Sophia’s email: spizzi1@villanova.edu  Brett’s email: bklein@villanova.edu  Mailing address: 800 East Lancaster Avenue, Villanova, PA 19085  

Reason for Inclusion   Villanova’s student newspaper is a great place to get an article written on about Shredwich. It reaches the entire campus and could drive students in to dine. Having a connection with the student newspaper would be worthwhile, since about 6,000 students get their news from this source.  

Websites/Social Media Links   Website: http://www.villanovan.com  Facebook: The Villanovan  Twitter: @TheVillanovan  

 

Media Connector #2: WXVU (Villanova Radio)  

Type of medium/organization   Official Radio of Villanova University  

Number of readers/followers   326 Facebook likes (Facebook), 908 Twitter followers (Twitter)  

Demographics of readers/followers   Villanova students and faculty  

Name of connector/contact   Emily Balog, Head of Promotions (wxvu.com)  

Contact Information   Emily’s Email: ebalog@villanova.edu,  Radio Stations email: wxvu.publiccomments@gmail.com  Mailing Address: 210 Dougherty Hall 800 Lancaster

 

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Ave. Villanova PA 19085    Phone: 610-519-7200    Emily’s LinkedIn  

Reason for Inclusion   The target audience listens to this radio station. From hearing about Shredwich on radio, students may be more inclined to try it. Word of mouth would also be created and spread.  

Websites/Social Media Links   Website: http://wxvumusic.wix.com/wxvu  Facebook: wxvuvillanovaradio  Twitter: @wxvu  

 Media Connector #3: FYI Philly (6ABC)  

Type of medium/organization   News program on WPVI-TV  

Demographics of readers/followers   13,000 Facebook Likes (Facebook), 2,927 Twitter Followers (Twitter), 1,312 Instagram Followers (Instagram)  

Name of connector/contact   Karen Rogers, Reporter  Alicia Vitarelli, Reporter  

Contact Information   Karen:   Email: karen.rogers-lee@abc.com   Number: (215)-581-4665  Alicia:   Email: alicia.m.vitarelli@abc.com   Number: (215)-878-9700  

Reason for Inclusion   While the target market may not consume news media on a regular basis, FYI Philly posts all their clips on their website, all of which are shareable through social media. The spread of the clips via social media often reach the target market. FYI Philly covers various events and things to do in Philadelphia and its suburbs. The My Mix Event could be of interest to them.  

Websites/Social Media Links   Website: http://6abc.com/fyi/  Facebook: https://www.facebook.com/FYIPhilly?ref=br_tf  

 

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Twitter: https://twitter.com/6abcfyiphilly  Instagram: https://instagram.com/6abcfyiphilly/  

 Non-Media Connector #1: Sororities at Villanova University  

Type of medium/organization   Formal Organization  

Demographics of readers/followers   Greek Life at Villanova (All nine sororities and eight fraternities) and local chapters in the area.  

Number of readers/followers   Facebook has 1,738 followers, Twitter has 930 followers.  

Name of connector/contact   Phil O’Neill, Assistant Director for Office of Sorority and Fraternity Life.  Sororities:  Alpha Phi: President, Margaret Bayliss  Alpha Chi Omega: President, Prentice Butterworth  Alpha Gamma Delta: President, Megan Maher  Chi Omega: President, Meg Kuharich  Delta Delta Delta: President, Olivia Genereux  

Delta Gamma: Madie McCormick Kappa Delta: President, Christine Randazzo Kappa Kappa Gamma: President, Alison Sinicropi Pi Beta Phi: President, Kylie Farrell  

Contact Info   Email: phil.oneill@villanova.edu  Phone: (610)-519-7280  Margaret Baylisst: mbayliss@villanova.edu  Prentice Butterworth: cbutte01@villanova.edu  Megan Maher: mmaher7@villanova.edu  Delta Delta Delta: njafferj@villanova.edu  

Reason for inclusion   Forming a partnership with Greek Life at Villanova will attract a whole set of college students to Shredwich, just as the partnership with Athletics did. Sororities cater various events and if Shredwich was used, word of mouth would spread.  

Website/Social Media links   Website: www1.villanova.edu/ studentlife/greeklife.html  Chapters:

 

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http://www1.villanova.edu/villanova/studentlife/greeklife/chapters.html  Facebook: VUGreekLife  Twitter: @VUGreekLife  Alpha Phi website: http://www.alphaphivillanova.com  Alpha Chi Omega website: https://axozetatau.wordpress.com  Alpha Gamma Delta website: https://websites.omegafi.com/omegaws/alphagammadeltavillanova//  Chi Omega website: http://chiomega-iotalambda.tumblr.com  Delta Delta Delta website: http://villanova.tridelta.org  Kappa Delta website: http://kappadeltavu.wix.com/etatheta#!members/c11m6  Kappa Kappa Gamma website: http://chapters.kappakappagamma.org/zetaiota/  Pi Beta Phi website: https://www.pibetaphi.org/pibetaphi/villanova/  

 

Non-Media Connector #2: Villanova Athletic Director  

Type of medium/organization   Villanova Athletic Director  

Demographics of readers/followers   Villanova athletes, fans, and students  

Number of readers/followers   8,943 fans per game (VUHoops.com)  

Name of connector/contact   Vincent Nicastro  

Contact Info   Department of Athletics  800 Lancaster Ave  Villanova PA, 19085  (610) 519-4410  vinecent.nicastro@villanova.edu  

Reason for inclusion:   Forming a sponsorship with Villanova’s Athletic Department would allow Shredwich to spread awareness at the sporting events held on campus. This would reach a good portion of the target market.  

 

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Website/Social Media Links   www.villanova.com  www.vuhoops.com  https://www.facebook.com/VillanovaAthletics  https://twitter.com/Novaathletics  https://instagram.com/novaathletics/  

 

Non-Media Connector #3: Villanova Student DJ  

Type of medium/organization   Student DJ  

Demographics of readers/followers   Villanova students, Ben’s family, friends, and fans  

Name of connector/contact   Ben Hoffman, Junior  

Contact Info   Cell Phone: (412)-715-6007  Email: bhoffman@villanova.edu  

Reason for inclusion:   Ben, one of the MyMix campus reps, would DJ the entire event. Using a student DJ would provide familiarity to students as well as provide great live music.  

Website/Social Media Links   Facebook: https://www.facebook.com/benedict.hoffman  

 

Non-Media Connector #4: Villanova Orientation Leader  

Type of medium/organization   Orientation Leader  

Name of connector/contact   Brian Cali  

Contact Info   Cell Phone: (731)-580-6557  Email: bcali3@villanova.edu  

Reason for inclusion:   Since orientation leaders are very well known around campus, choosing Brian is a smart choice. Brian is a senior at Villanova, so he has made an impact on various students during his time as an orientation leader.  

Website/Social Media Links   Email: orientation@villanova.edu  Facebook: https://www.facebook.com/bcali?fref=ts  Twitter: https://twitter.com/bcali1  

 

 

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Non-Media Connector #5: Villanova University Club Baseball President  

Type of medium/organization   Villanova University Club Baseball  

Name of connector/contact   Cormac Sullivan  

Contact Info   Email: csulli47@villanova.edu  Facebook: https://www.facebook.com/cormac.sullivan.9?fref=ts  

Reason for inclusion   Having the captain of a club sports team as a MyMix campus rep would attract a large set of students who are on the team as well as fans of the team.  

 

Non-Media Connector #6: Leader of Phi Sigma Pi National Honors Fraternity  

Type of medium/organization   Phi Sigma Pi National Honors Fraternity  

Name of connector/contact   Jeffrey Schumacher, Leader  

Contact Info   Email: phisigmapiepsilontau@gmail.com  Twitter Handle:@phisigmapi_nova  Facebook: https://www.facebook.com/pages/Phi-Sigma-Pi-Epsilon-Tau-Chapter/173563916024243  Website: http://phisigmapi-epsilontau.moonfruit.com/contact-us/4582458964  

# of Followers   187 Facebook likes, 173 Twitter followers  

Reason for inclusion   Having a leader of an honors fraternity be a MyMix rep furthers the reach to the student body. Phi Sigma Pi National Honors Fraternity focus on leadership, fellowship, and service; adding to the mix of each rep.  

 

Non-Media Connector #7: Villanova Band Member  

Type of medium/organization   Villanova Band  

Name of connector/contact   Roxanne Chalifoux “The Flute Girl”  

Contact Info   Twitter Handle:@roxiechalifoxie  Facebook: https://www.facebook.com/roxanne.chalifoux.9?fref

 

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=ts  Website: http://vuband.com  

# of Followers   2,500 Twitter Followers  

Reason for inclusion   The Villanova Band members are another aspect of the student body that will enhance the campus rep program. Roxanne, known from her infamous crying while playing the piccolo during the NCAA tournament, is a recognizable face for students. Having her be an rep for the MyMix Event would be useful.  

 

Non-Media Connector #8: Residence Life Manager  

Type of medium/organization   Villanova Residence Life Manager  

Name of connector/contact   Alissa Perez, Residence Management of “South Campus”  

Contact Info   Email: alissa.perez@villanova.edu  Personal Facebook: https://www.facebook.com/alissa.perez.33?fref=ts  Residence Life Facebook: https://www.facebook.com/VillanovaResidenceLife  Twitter: @ajperez113  

Reason for inclusion   Residence Life is a huge collection of students and faculty on Villanova’s campus. Whether it is being an RA to underclassman or an area coordinator, these faces are recognized on campus. Alissa could be a liaison of information about the MyMix Events to the students on Villanova’s South Campus.  

 

Non-Media Connector #9: Festival Director of Special Olympics  

Type of medium/organization   Festival Director for Special Olympics  

Name of connector/contact   Bobby Reiff  

Contact Info   Email: festivaldirector@villanovaspo.com  Facebook: https://www.facebook.com/bobby.reiff.39  

 

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Reason for inclusion   Special Olympics at Villanova is the largest student-run special olympics event in the world (Villanova.edu). There are 90 students on the committee, Bobby being the 2015 Festival Director. Having Bobby be a campus rep for the MyMix Event would be a great opportunity to have students recognize him as well as bring all of the other student volunteers to this event.  

 

Non-Media Connector #10: President of Villanova’s Spanish Club  

Type of medium/organization   Spanish Club  

Name of connector/contact   President, Brigid Connolly  

Contact Info   Email: bconnol2@villanova.edu  LinkedIn: https://www.linkedin.com/pub/brigid-connolly/80/607/8a9  

Reason for inclusion   Reaching out to different academic clubs is important to reach the entire student body to give them the opportunity to be a campus rep for Shredwich. The Spanish Club is run by Brigid Connolly, who also is a tutor on Villanova’s campus. By being an rep for the MyMix Event, various students will be reached.  

 

Non-Media Connector #11: Editor of the Belle Air Yearbook  

Type of medium/organization   Villanova’s Yearbook  

Name of connector/contact   Darcy McLaughlin  

Contact Info   Email: damclaughlin12@villanova.edu  LinkedIn:https://www.linkedin.com/in/darcymclaughlin  

Reason for inclusion   Darcy is committed to creating a book that captures all of the memories that happened for the year at Villanova. Being a campus rep for the MyMix event firsthand will reach to students that are also on the yearbook staff, as well as provide an amazing experience that could be chronicled in the yearbook.  

 

 

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Non-Media Connector #12: Women’s Club Soccer Captain  

Type of medium/organization   Women’s Club Soccer  

Name of connector/contact   Erin Frazier  

Contact Info   Email: efrazier@villanova.edu  Twitter Handle: @Efraz04  Facebook: https://www.facebook.com/erin.frazier.395  

Reason for inclusion   Club sports are a large part of Villanova’s campus. Including a captain of a women’s team is important to the diverse campus rep group. Erin is a great example of a student involved in many activities - the perfect combination for a MyMix campus rep.  

Non-Media Connector #13: Member of the Villanova Acapella Group  

Type of medium/organization   Supernovas, a Co-ed Acapella Group  

Name of connector/contact   Eric Stoll, President  

Contact Info   Email: supernovas.villanova@gmail.com  Website: http://villanovasupernovas.wix.com/welcome  Twitter Handle: @VUSupernovas  Facebook: https://www.facebook.com/pages/Villanova-Supernovas/121582921209666  

# of Followers   1,120 Facebook Likes, 129 Twitter Followers  

Reason for inclusion   This acapella group performs at various events at Villanova throughout the year, including basketball games, Special Olympics, and their very own concerts. Having the president, Eric Stoll, be a campus rep for the MyMix Event, their fans and friends will recognize him and want to participate as well.  

 

 

 

 

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Non-Media Connector #14: Member of Villanova Crossfit Club  

Type of medium/organization   Villanova Crossfit  

Name of connector/contact   Andrew Wilt  

Contact Info   Email: awilt@villanova.edu  Phone: (908)-531-0916  Facebook: https://www.facebook.com/andrew.wilt?fref=ts  

Reason for inclusion   Crossfit is a growing trend, especially on college campuses. Andrew could reach those in the program, as well as other students interested in Crossfit. Andrew also participates in club tennis. He is a great pick for a campus rep for the MyMix event.  

 

Non-Media Connector #15: Leader of Villanova Buddies  

Type of medium/organization   Villanova Buddies (Global Volunteer Movement)  

Name of connector/contact   Amy McCarthy  

Contact Info   Email: amccar18@villanova.edu  Twitter Handle:  Facebook: LinkedIn:https://www.linkedin.com/pub/amy-mccarthy/68/358/687  

Reason for inclusion   In addition to being the president of Villanova Buddies, Amy is a member of a sorority (Kappa Delta) as well as a business honors society, a site leader for service sites, as well as various other things. Being very involved on campus makes Amy the perfect fit for a campus rep.  

 

Non-Media Connector #16: Student Body President  

Type of medium/organization   Student Government  

Name of connector/contact   Student Body President, Doug Jadis  

Contact Info   Email: djadis@villanova.edu  

 

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Twitter Handle:@thelatestwjadis  LinkedIn: https://www.linkedin.com/pub/doug-jadis/64/931/bb2  

# of Followers   359 Twitter Followers  

Reason for inclusion   The student body president has the ability to reach the entire student body. Doug is a great person to be a campus rep because of that fact.  

 

Non-Media Connector #17: President of Habitat for Humanity  

Type of medium/organization   Habitat For Humanity  

Name of connector/contact   Marissa Cucinotta  

Contact Info   Email: mcucinot@villanova.edu.  Website: http://www1.villanova.edu/villanova/mission/campusministry/service/volunteer/habitat.html  Facebook: https://www.facebook.com/VUH4HCampusChapter  

Reason for inclusion   Habitat for Humanity at Villanova is a campus chapter of a bigger organization. Habitat for Humanity advocates for affordable housing. Marissa is on the executive board for Habitat for Humanity acting as the president. She is a great choice for a MyMix campus rep.  

 

Non-Media Connector #18: President of Villanova Pre-Med Club  

Type of medium/organization   Villanova Pre-Medical Club  

Name of connector/contact   Bakhtawar Rana  

Contact Info   Email: novapremedclub@gmail.com  Personal Email: brana@villanova.edu  

Reason for inclusion   The Pre-Med club prepares students for future opportunities in the medical field. Villanova currently has a School of Nursing and a Health

 

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Professions Program. All of those students can be reached with the help of Bakhtawar.  

 

Non-Media Connector #19: President of Villanova Accounting Society  

Type of medium/organization   Villanova Accounting Society  

Name of connector/contact   Caroline Sullivan  

Contact Info   Email: VillanovaAccountingSociety@gmail.com  Twitter Handle: @csullivan095  

Reason for inclusion   Villanova currently has a very popular Accounting Major in their business school. The Villanova Accounting Society contains various members that the MyMix Event will benefit from. Caroline Sullivan is the president for the society, making her the perfect campus rep.  

Non-Media Connector #20: Her Campus Villanova  

Type of medium/organization   HerCampus, An Online Publication  

Number of readers/followers   139 Facebook likes, 374 Twitter followers  

Demographics of readers/followers   Students are the main readers of this publication  

Name of connector/contact   Campus Correspondents Megan Cahill, Claire Peck  

Contact Information   Email: Correspondentsvillanova@hercampus.com  Mailing address: 800 East Lancaster Avenue, Villanova, PA 19085  

Reason for Inclusion   Villanova’s HerCampus site is an online publication that posts content regularly. They offer a calendar of events, news articles, as well as campus celebrities. The MyMix Event could be featured in all of these varieties.  

Websites/Social Media Links   Website: http://www.hercampus.com/school/villanova  Facebook: Her Campus Villanova  Twitter: @HerCampusVillanova  

 

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Appendix C: Campaign Calendar

 

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