Repositioning

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Repositioning
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The Challenge

• Reposition McKinley's as the preferred dinning
  option on campus.
• Address the following
• Who your core group of consumers are
• What they think of McKinleys
• What they think of alternate eating venues
  (competitors)
• What are the strengths, weaknesses,
  opportunities, and threats (SWOT analysis) that
  McKinleys faces?
• How is McKinleys currently positioned (if at
  all) in consumers' minds?
• How would you like to position it?
• What specific communication strategies would you
  use and why?
• What media choices would you use and why
  (consider creative choices that cut across
  clutter)?
• Your entire budget for this month-long campaign
  is 120 (complete budget break down)

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Research Conducted

• Questionnaires were conducted by tabling at
  McKinleys and Brooks, interviewing the dining
  employees and administrators, and interviewing a
  diverse group of students across campus.
• We compiled over 200 questionnaires representing
  10 of the student population.
• Polled students on various aspects of McKinleys
  service, environment, customer service, and its
  emotional position on campus.
• Also questioned on students preferences in their
  dinning choices, satisfaction with on-campus
  dinning, and suggestions for changes.

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Student Responses

• McKinleys is like the popular girl in high
  school that everyone likes, and then you get to
  know her and you wonder why you ever liked her in
  the first place.
• McKinleys has always been more of a place to
  gather with friends than a desirable restaurant.

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The Numbers
Where majority of meals are eaten Freshmen
McKinleys 53 Sophomores McKinleys
76 Juniors McKinleys 52 Seniors
Home-Cooking 51 Total breakdown of meals eaten
McKinleys 57 Brooks 22 Off-Campus
Restaurant 2 Home-Cooking 29 Top six
concerns with McKinleys 1) Speedy Meal
Preparation 48 2) Speedy Checkout 21 3)
Different Location/ Ext. Hours 11.5 4) More
Vegetarian Options 10.5 5) Seating
Opportunities 7 6) Self-Service Stations 2
Preferred dining style Made to Order
48 Public Dining 21 Buffet 16 Private
Dining 15 When majority of meals are eaten at
McKinleys Dinner 40 Lunch 36 Late Night
18 Breakfast 6 Satisfaction with customer
service Yes 82 No 18 Preferred late night
options McKinleys 57 Sheetz
22 McDonalds 14 Perkins 7
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• Research Conclusions
• The majority of McKinleys client base is
  students
• On-campus students are the primary customers of
  McKinley's
• McKinley's is preferred to Brooks for on Campus
  dining
• McKinleys USP is that it prepares food to the
  individuals needs. It customizes the meal.
• McKinleys biggest competition is off-campus
  home-cooking
• People are most concerned with speedy meal
  preparation and checkout
• Students like McKinleys because it is a social
  haven in addition to being a place to eat food

• Diagnosis
• Make McKinleys a dining option of CHOICE
• McKinleys needs a better image in the consumers
  mind. If McKinleys focuses on customizing food
  for the individual, then we are going to work on
  personalizing the atmosphere
• Our Market Segment On-Campus students
• Our Mission To have students perceive McKinleys
  as a social environment where the individual is
  encouraged and catered to- We want to bring the
  experience to the forefront

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SWOT Analysis
Opportunities With a small budget and a short
amount of time, we decided to build on the
strengths of McKinleys rather than defend the
weaknesses. McKinleys already personalizes the
food through its made-to-order style dining. We
found opportunity in this and decided that we
could build off of that and personalize the
experience. We also found opportunity in the
late night option and decided to make it more
known throughout campus. Because McKinleys is
centrally located in the Campus Center, we found
opportunity in emphasizing the social experiences
students have there. We also found opportunity
in Alleghenys current marketing strategy
unusual combinations. We used this is in our
marketing strategy to convey the different types
of students and different kinds of experiences
had in McKinleys- unusual experiences of unusual
students- even when it comes to
food. Threats -Home cooking -Off campus
dining -Brooks Hall (another on campus dining
option)

• Strengths
• -McKinleys is centrally located in the Campus
  Center and has a very social atmosphere
• -Made-to-Order dining gives students the option
  to personalize their meal
• -Late night dining option gives McKinleys
  advantage over other dining options that are
  closed in the evening
• Weaknesses
• -Long lines
• -Perception of high prices (McKinleys prices
  are researched and priced accordingly to
  competitors- students just dont realize this
  because meal plan dollars are deceiving)

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How to MOOve their Minds

• Using our research, we repositioned on the basis
  that students enjoy McKinleys not only for the
  food but also for the social atmosphere
• Convey that McKinleys is a place where EVERYONE
  can come and have many different and fun
  experiences, regardless of what type of student
  they are
• Goal is for people to associate McKinleys with a
  an enjoyable experience and unforgettable
  memories made with friends
• We did this by creating a MOO

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DEFINITION

• MOO, n.- a personal profile highlighting a
  persons unique and individual qualities that
  distinguish them as a member of the Allegheny
  College community. The profile focuses
  specifically on each individuals interests and
  experiences at McKinleys.

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WHAT KIND OF MOO ARE YOU?
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Milton Pennington III

• Major Biochemistry, Neuroscience
• My Theme Song Beethoven's Moonlight Sonata
• Interests I enjoy long hours in the library,
  Star Trek, playing Magic the Gathering and DD on
  Friday nights and writing to my online girl
  friend in Klingon.
• Favorite McKinley's Moment The time I was
  cracked out on Monster Energy drinks studying for
  my Biochemical Metabolism final with my study
  group and Jimmy mistook chymotripsin for
  thermolysin and disrupted his Ellman Reagent. We
  were laughing so hard that Monster shot out my
  nose.

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Ryan Clarkson

• Major Philosophy
• My Theme Song Bright Eyes - Lover I Don't Have
  to Love
• Interests going to Deathcab shows, writing
  lyrics in my journal, playing Nintendo, getting
  new piercings
• Favorite McKinley's Moment I was talking to
  Norm about my Dashboard shirt and the kid in back
  of me in line told me that he liked the poetry I
  read at open mic night in Grounds for Change
  earlier that night.

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Summer Birkenstock

• Major Environmental Studies
• My Theme Song Bob Dylan - All Along the
  Watchtower
• Interests PETA rallies, driving in my new
  Toyota hybrid, painting, chilling
• Favorite McKinley's Moment I was eating outside
  McKinley's last Spring and a squirrel came right
  up to the table where he let me share my Sun
  Chips with him.

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Kristi Kapowski

• Major Psychology
• My Theme Song The Venga Boys - Boom Boom Boom
  Boom
• Interests karaoke night at Otters, shopping,
  working out and tanning
• Favorite McKinley's Moment Last Saturday night,
  after we got back from the bar, a few of us went
  over to Mckinley's for late night and Freestyle
  housed twenty-five dollars worth of food,
  including four boxes of cheese sticks and some
  nachos.

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Sarah Smith

• Major Political Science
• My Theme Song Journey - Don't Stop Believing
• Interests working with G.A.P., working at the
  Gap, hanging out with friends, reading
• Favorite McKinley's Moment I don't know if I
  have one favorite moment, but I love sitting at
  the high tables on Sundays and watching the
  Steelers play. GO STEELERS!

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Jessica Rockefeller

• Major English
• My Theme Song Rihanna - Umbrella
• Interests volunteering at the soup kitchen,
  hanging out with my little, planning mixers,
  doing Panhel. stuff
• Favorite McKinley's Moment There was this one
  time at late night after our Theta Chi mixer
  where this guy came in wearing a monkey suit and
  started diving into the floor and sliding around
  in front of the pizza station. It was hilarious.

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Our media choices and reasoning
Week 1
Week 2

• Introduce the MOO
• Put up table tents on McKinleys tables
• Submit Press Release to have The Campus write a
  story on the MOO strategy
• Institute Loop stamp

• Hand out blank MOO profiles for profile of the
  week contest
• Begin buzz about food naming contest- press
  release
• Announce MOO profile of the week winner
• Continue Loop stamp

Week 4
Week 3

• Awards for residence hall contest-
• Announce MOO profile of the week winner
• Continue Loop stamp
• Students perceive McKinleys as a social
  environment where the individual is encouraged
  and catered to- Experience is brought to forefront

• Students submit names for food naming contest
• Hold residence hall contest
• Announce MOO profile of the week winner
• Continue Loop stamp

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The Strategies
The Moo Profile of the week We will hold a
contest each week having students fill out their
own wonderfully weird MOO profile to be judged
by the McKinleys Student Dining Committee. The
winning profile will win a free lunch to be taken
out of our repositioning budget.
The Loop Stamp A hand stamp with the
McKinleys Late Night logo on it that is given
when a student boards the campus Loop (a late
night bus traveling from campus to downtown).
Residence Hall Contest We will hold a contest
between the various residence halls on campus.
The students will be organized in to teams by
their RAs by their floors. They will dress up one
member of the team like a MOO profile that they
create. The contest will again be judged by the
McKinleys Student Dining Committee.
Food Naming Contest We will give out ballots to
students at McKinleys and challenge them to
creatively rename some of the basic foods served
at McKinleys. For instance, Swamp Nachos, Gator
Burger.
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Budget Breakdown

• Table Tents Paper McGonical
• Paper Graphics 20.00
• Table Tents Printed Kinko's 12.25
• Stamp Simon Stamp Co. 12.00
• Ink Pad Staples 3.97
• MOO Meals 28.00
• Blank MOO profiles Xerox 12.50
• Color paper flyers Staples 20.00
• Candy Wal-Mart 11.00
• TOTAL 119.72

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