During the fall semester, students in Associate Professor Lee Bush’s “Strategic Campaigns” course explored how the regional restaurant chain could increase brand engagement with members of Generation Y and Z.
Few presentation topics scheduled during finals week could make a person’s mouth water, but this one might be the exception.
During the last week of the fall semester, students in Associate Professor Lee Bush’s “Strategic Campaigns” course presented creative campaigns to marketing representatives with Biscuitville Fresh Southern, the regional quick-serve restaurant chain known for its Southern-inspired menu, and its use of fresh ingredients from local family businesses.
As part of its semester-long research project, the senior-level School of Communications class divided into four “agency” teams, creating strategies and initiatives to increase the chain’s brand engagement with members of Generation Y and Z. To build these initiatives, students engaged in audience research and analysis, creative brainstorming, digital media planning and campaign measurement design.
On hand to observe and critique the Dec. 14 presentations were Kathie Niven, Biscuitville’s chief brand officer, and Andrew Parker ’11, a marketing assistant with the chain. Parker majored in marketing as an Elon undergraduate.
Following the client presentations, Niven applauded several groups for their preparation and attention to detail, while also pointing out areas of improvement or discussing related points. Simulating the format of a professional new business pitch, Bush then met with the client to determine which team “won” the Biscuitville business, and announced the winning agency to the students.
“We are truly grateful to Biscuitville for giving students the opportunity to work on this campaign,” Bush said. “This kind of partnership allows students to apply classroom learning to a real-world situation and to receive feedback from professionals in the communications field, while also giving the client fresh ideas for future campaigns.”