Speaking directly to the key decision maker on campus, I developed a GTM strategy for the General Mills C&U business. Key message developed around how the GM portfolio of brands, products and solutions can help drive student $ share versus competing off-campus restaurants.
BRAND ARCHITECTURE, VISUAL STYLE GUIDES, PHOTOGRAPHY, CAMPAIGN DEVELOPMENT
With a very specific target audience identified, the Campus Foodservice Director, it was important to showcase industry expertise to their specific needs. I developed visual guidelines specific to the channel and a key message on how our portfolio can help grow their business.
Part of the visual guidelines involved creating a new photography style centered around students finding delight in General Mills key brands.
With the strategy in place, I created the sales brochures, lithos and premiums for them to engage the target audience.
To increase usage of our cereal products, I developed a campaign around new menu ideas to surprise and delight students.