Aramark

University of Lethbridge
Lethbridge, Alberta
Brittany Primrose: Marketing Coordinator

Halloween Proposal
21th October 2016

OVERVIEW
Halloween is approaching, which creates an excellent opportunity to engage with students and increase
our presence on campus. I am proposing a table be set up within Urban Market with various candy
options for students to purchase. As well, this is a great opportunity to engage with the students on social
media through a promotional contest.

GOALS
1. Increase student engagement
2. Gain followers on Instagram and build a relationship with students

SPECIFICATIONS
Halloween Tabling Event

Monday, October 31st from 11-3pm

The table set up in Urban Market next to the Deli set up with candy. The location of the table ensures that
cashiers can watch the booth and clarify any questions as they arise. The booth will not be manned for the
entire allotted time, however I will be there temporarily to take photos and engage with students. I will
write contest directions and rules, which will be posted at the table as well as I will brief the cashiers to
ensure that every student is aware and participating in the contest.

Specifically, the items I will need to purchase for this event are as follows:

Candy from Bulk Barn:

Reeses Pieces 000626
Allan Peach Slices 000642
Black Licorice 000695
Candy Corn 000566
Caramel Bumpkins 001955
Chocolate Covered Almonds 000647
 Fruit Juice Berries 000505
Halloween Jelly Beans 002054
Nestle Mini Rolo 00272
The candy purchases will be based on the amount purchased last year for the Valentines Day table. I will
have a sign displayed to warn against nut allergies. I will also need parfait cups, one small size and one
large size with lids. A sign will be displayed to explain pricing for small and large cups.

Decorations:
Given a proposed budget of $750, I will purchase decorations from either HomeSense, Winners or Bed
Bath and Beyond in Lethbridge, Alberta. Specifically, table cloths, candy jars, spoons for scooping, labels
for candy, faux candles, faux pumpkins or bats etc. See photos below for further information.
Furthermore, although the decorations purchased will be more expensive than those from the Dollar
Store, they will be stored and used for future events and holidays. This will lead to lower overall costs and
more efficiency with planning events throughout the year.

Social Media Contest:

The social media contest is aimed at engaging students at the University of Lethbridge. We will initiate a
contest where students who are dressed up in a costume can take a picture of themselves, post it on their
personal Instagram page, and then tag @ulethfoodservices. They must also use the hashtag
#myulethcostume. This will enter them into a contest and we will choose the best costume. The winner
will receive an Apple Series 1 Watch ($400). We will choose the winner by Nov. 1st and they will be sent
a direct message through Instagram to notify them of winning the prize. I will post content leading up to
the event to inform students of the contest and the prize and generate awareness of the event. This should
increase participation in the event and result in a better likelihood of our goals being met.

Starbucks

We are also hoping to extend the reach of this event through our Starbucks location. I will brief the
baristas on the rules of the contest and the prizing once it has been approved. That way they can be
ambassadors for the contest and thereby increase the awareness of the campaign. They will also be giving
out 20 free drinks to those who have the best and most inventive costumes. Students can choose any
Grande drink offered by the Starbucks location and the winners are encouraged to post it on social media.
Social media announcements will be sent out days leading up to Halloween to ensure that students are
aware of the contest. We also acknowledge privacy and consent issues and therefore will not post any
student costumes on our own social media accounts unless a formal consent waiver has been signed.

MILESTONES
Social Media

I am hoping to get at least 25 entries into the draw to win the Apple Watch. This number is based on the
fact that we have recently created a new account on Instagram and are therefore not yet established as a
campus account. This campaign is aimed to increase our social media presence and engagement within
the campus. Based on the results of the event, I will use the successes and failures as a platform for the
next event.

ADDITIONAL INFORMATION

Examples of Halloween Table

Examples of Social Media