never fried. never baked.

think popped!

popchips & boston university

popchips boston university -natalie rizk

through concise identification of brand platforms on boston university campus, intern natalie rizk executed the following:

- leveraged current on-campus contacts

- understanding the popped culture:

- putting the fun back into snacking- live the brand. Be the brand. Build the brand.- creative, fresh, innovating to support college demographic

- building the brand

- ‘owning’ brand on campus- analysis and innovation

- identified what is new and fresh? what isn't? - executed

- being the brand on campus- quality vs. quantity- knowledgeable messaging among consumers- look & feel of how popchips wants to be portrayed

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boston university top 5 platforms:

1. music

2. greek Life

3. arts/Fashion

4. athletics

5. community Service

Music - % of concentrationcampus events

• BU night of acapella (the weekend before thanksgiving)

•PC (programming council) events

• Masquerade (the weekend of Halloween) past performers have included Girl Talk, The Cool Kids

• Fusion Dance Troupe Shows

• The Dear Abbeys Fall Concert (date pending)

• Bu Central Events

• Bostones Benefit Concert (October 28th)• no more upcoming concerts listed, but there will be soon

how to create buzz

• Connect with the groups through pop drops and follow up communication.

• Use social media to promote PopChips presence at the events

who are the influencers

• Executive Board of Programming Council

• The staff at BU Central

• Members of Fusion, Dear Abbeys, The Bostones, and the DJ Association

‘big idea’

• To establish a connection with these student groups in order to reach

the largest percentage of students at BU because these are the most attended events on campus

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Greek Life - % of concentration

campus events

• ADPi’s Friday Night Lights (September 30th)

• Greek Week (October 11-17)

• PIKE Fireman’s Challenge (October 17th)

• Delta Glam (October 25th)

• Alpha Phi Jail & Bail @ The HardRock (November 17th)

• Weekly Greek Social Events

how to create buzz

• Make PopChips presence known in the greek community through

chapter visits and continuing participation in on campus greek

sponsored events

who are the influencers

• Philanthropy chairs

• Social chairs

• Chapter Presidents

‘big idea’

• The greek community at BU has an influential effect on the rest of the university and their events are attended by all. By connecting with them we are connecting with the university as a whole.

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Arts/Fashion - % of concentration

campus events

• “An International Affair” (November 13th)

• Fall Fashion Show

• The BUzz Magazine promotional events

how to create buzz

• Hold contests and/or provide popchips for goodie bags at these events

who are the influencers

• The Fashion and Retail Association

• Sororities

• CFA (College of Fine Arts)

• CollegeFashionista.com BU Bloggers

• The BUzz Magazine (fashion writers)

‘big idea’

• To establish a connection with students interested in fashion and

art at BU through presence at the most sought after fashion/arts

events.

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- tactics- campus radio

- seeding at studio’s to encourage on-air chatter, popchips mentions.- guerilla sampling

- creating an edgy presence on campus!- seeding

- sending product to people who know popchips!- ensuring people know why popchips are there!

- events - identification of what is trending on campus - is it popchips worthy?- strategic brand placement

- on-campus bloggers- contest giveaway’s circulating around pertinent academic happenings

(finals, mid-terms, parties)- PR (campus newspaper, editorials, etc)

- developed relationships to encourage print impressions and brand development on campus

program accomplishments through a variety of mediums…

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creating alternative trial of product through event sampling…

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engaging consumers through digital & social media channels!

BU howard thurman center

12/11/11 – 12/13/11reach of blog (5k following)

@BUHTC/803 followerscollege popstar program

@BUHTC and @popchipsboston partnership – one winner will be chosen each day to win a popchips finals gift basket of his or her choice of the correct and eligible respondents. platform for BU popchips campus manager• snack supply for finals at

BU• received feature on BU

radio ‘terrier talk’ on 12/7 to get students excited on contest

• social media consumer engagement

• follow & RT @popchipsBoston

• custom facebook page• david ortiz singed

memorabilia giveaway• #popcultureBU

boston