Bevier Cafe Marketing

Project
By: Jade Hamann, Katherine Hinojosa, Brittany Kiss, Riley
Maloney, and Jacqueline Quintero
Social
Media
Plan
 Week 1 Week 2 Week 3
➢ NYE’s goals ➢ Chef Special ➢ Theme = immune health
➢ Staying Healthy ➢ Smoked Gouda ➢ Article on immune health
➢ Featured Soup how-to video ➢ London Fog cakes
➢ Why did we change
the Cafe

Platforms: Twitter & FB

Platforms: Insta & Twitter Platforms: FB & Insta

 Week 4 Week 5 Week 6
➢ Bundle up - article ➢ Love Is in the air..no ➢ Get to know Chef Johnny
about common cold wait those are Highlight; brief description
(soup of the day) cookies (cookies) of his accomplishments
➢ GOT themed post ➢ Limited edition and history
“Winter Is Here” (hot Valentine’s Day ➢ Snowed in? Snowed out?
foods options) Themed BevGear! Snow...whatever (cafe
➢ Cold Hands, Cold ➢ Battle of the Sweets update)
Face, Warm Cookies (cake vs. cookie) ➢ Break the Ice (cafe student
(fresh baked highlight)
cookies every day)

Platforms: Facebook &

Instagram Platforms: Facebook & Platforms: Facebook & Instagram
Instagram
Week 7 Week 8
➢ You are a Boss! ➢ Spring Break is
(featured cake) Almost Here!
➢ February 20th is ○ Introducing
National Muffin Day yummy food
entrees for
so we can do a
student to enjoy
Muffin of the Day for before Spring
bakery Break
➢ Comfort Cookies ➢ Pizza for Productivity!
(post about Bevier’s ➢ Midterm Madness
cookies!) (featured comfort
➢ Platforms: Instagram food entree)
and Facebook ➢ Platforms: Instagram
and Facebook
Week 9
➢ Spring is here! (featured
salad)
➢ Carbs for Energy! Illinois
Marathon Preparation
(featured pasta dish)
➢ National Pi Day! Bakery will
have a delicious pie for sale!
➢ Platforms: Instagram and
Facebook
 Week 10 Week 11 Week 12
➢ Post Spring Break ➢ Spring is here: Featured ➢ Final Countdown to the end
Blues & Where is Carter’s Herb Garden! of the semester!
Spring at? ➢ Favorite Dish of the Semester
Poll

Platforms: Twitter & Facebook

Platforms: Instagram &
Twitter Platforms: Facebook & Instagram
 Week 13
➢ Theme: April Showers
Bring May Flowers
➢ Picture of a colorful salad
➢ Reference to Game of
Thrones meme saying
“winter is coming” but
summer instead of winter
Platforms: Instagram & Twitter
Week 14
➢ Buzzfeed Quiz: What Bevier Guy
Are You: Chef, Carter, or Jorden?
Featuring one of Chef’s favorite
dishes
➢ Post featuring Carter’s favorite
dish
➢ Post featuring Jorden’s favorite
dish
Platforms: Instagram & Twitter
Week 15
➢ Rise and Grind!
➢ Reference Jorden’s Hooked promotion
➢ Remember to stay healthy and fueled when
stressed by eating a well-balanced meal
Platforms: Instagram and Facebook
Week 16
➢ Introduction of new Learning Assistant with
biographies and favorite dishes
➢ Introduce new changes to the menu
regarding replacements and test-recipe
additions
➢ Summer is here! Remind people that Bevier
Cafe will be open for the summer with some
favorite dishes that will still be on the menu
Platforms: Snapchat and Instagram Stories
Real Social Media Posts
Limited Edition Valentine’s Bevier Gear
Chef Johnny Highlight
Social Media Platforms: Instagram & Facebook
Real Social Media Posts
 Real Social Media Posts

Click here
Grassroots
Marketing
 Engineering Daily Illini
Quad Article
Bevier Gear Advertising
Analysis of
Plan
 Goals
➢ Goal #1: Reach out to a larger Audience, more than just
individuals in Bevier or the IGB who are already familiar
with Bevier
➢ Goal #2: Increasing sales and revenue to make Bevier
profitable.
➢ Goal #3: Increase customer retention through positive
customer service and increased levels of advertising
 Consistency with
Mission Statement
➢ Our ideas demonstrate that we “put the customer first”
➢ Our grassroots idea focus on a symbiotic form of advertising that provides
customers with goods, such as free cookies or clothing, that can dually act as
advertising for the Cafe
➢ Our social media posts are also consistent with the mission statement since
they explore the “home style” meals Bevier provides, in addition to showing
the students who work and learn in the Cafe.
 Customer Needs
Who are they?
➢ Professors within the FSHN department
➢ Graduate students/ upperclassmen who have class in Bevier hall
➢ Prospective Students and their families

Who is the target for our plan?

➢ Students, professors, and other individuals from other majors and sectors or
the campus (i.e. engineering quad) who have never heard of or tried Bevier
Cafe.
 Evaluation
Summary
➔ Targets students from a student perspective
➔ Makes Bevier Cafe more widely known through campus using marketing and
merchandise
➔ Benefits the students by increasing the level of management and food service
skills
➔ Increases Bevier Cafe profits
Sources
1. Lepkowska-White, E. (2017). Exploring the Challenges of Incorporating Social
Media Marketing Strategies in the Restaurant Business. Journal of Internet
Commerce,16(3), 323-342. doi:10.1080/15332861.2017.1317148

2. Ryan, D. (2017). Understanding digital marketing (4th ed., p. 145). London:

Damian Ryan

3. Sherman, D. 2016. “The Power of Grassroots Marketing: an analysis of

business growth”. University of New England Department of Supply Chain
Management and Marketing.