Client: Taco Bell

Location: West Lafayette, IN (Purdue University); Fayetteville, AR (University of Arkansas); Tulsa, OK (University of Tulsa); Springfield, MO (Missouri State University); Conway, AR (University of Central Arkansas)

Situation: As part of an overall strategy to speak directly with the desired Taco Bell demographic, Williams/Crawford focused resources on college campuses; microcosms of our society. College represents the beginning of an independent lifestyle for many young people. Lifestyle trends begin to form and take root, remaining with consumers for the rest of their life and helping to influence the future trends.

Facts about College Students:

• They don't cook
• Little to no income
• Busy schedules
• Late Nighters – Approximately half of all late night Taco Bell & QSR users are under the age 34
• Influenced by on-campus marketing and promotions

Why Does Campus Marketing work?

• Target Demographic "Millennials"
• Interaction on College Campus
• HFFU's
• Brand Awareness
• Feedback
  • Marketing
  • New Product
  • Competitive
• Promote Hiring in Store(s)
• Not utilized by competitors

Challenges:

1. Increasing Sales to the student community
2. Building student customer loyalty
3. Establishing Taco Bell as s supporter of the University and as a friend to the students
4. Increasing student frequency to the stores
5. Increasing awareness of the Taco Bell menu and specific menu items/ingredients
6. Increasing awareness of Taco Bell locations

Solution: Williams/Crawford placed a Taco Bell campus representative on the college campus to speak directly to the core demographic and coordinate Taco Bell-related marketing efforts. The Campus representative is Taco Bell's voice on campus and plays a vital role in gaining favorable exposure for Taco Bell. Favorable exposure leads to increased sales volume for Taco Bell and by sponsoring events, partnering with campus organizations, conducting "Register to Win" promotions, utilizing campus media outlets, and maintaining visibility on campus, Taco Bell Campus Reps keep Taco Bell on the forefront of college student's minds.

Results: Williams/Crawford has been executing the Campus Marketing program for nearly 20 years. Students gain experience in the advertising field, campus organizations receive support, and Taco Bell gains awareness, goodwill and sales.

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Williams/Crawford & Associates © 2009