Welcome to the Coffee House Marketing Strategies

1
Welcome to the Coffee HouseMarketing Strategies

• DHC Consulting Team
• Donovan Carrillo, Elena Marinelli, Tramthanh
  Nguyen, Elizabeth Takahashi, Katherine West, John
  Zhang

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The Coffee House (CoHo) History

• Established in 1968 by ASUCD
• 7,000 customers daily
• Profit returns to ASUCD

3
The CoHo Philosophy

• Sustainability
• Student-run
• CoHome-Made

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Team Objectives

• Increase awareness of the CoHo philosophy
• Create a comprehensive marketing plan

5
Focus Group

• Identified areas for improvement
• Refined our charge

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SARI survey results

• Marketing and venue evaluation
• Conducted via Student Affairs Research and
  Information
• Over 10,000 responses

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On average, how many times per week do you
purchase food and/or beverages at the CoHo?
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"Never" responses by UC Davis affiliation
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Which of the following influence the frequency of
your visits to the CoHo?
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Reason For Never, Juniors Seniors
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Reasons for Never, Freshmen Sophomores
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Reasons for Never, Faculty/Staff Graduate
Students
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Marketing Strategies for Drawing New Customers

• Flyers in freshman packets
• Campus tours
• The Buzz
• Utilize Facebook

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• Promote
• CoHome-Made
• Incentive-driven visits

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Which of the following influence your decision to
buy food/beverages at the CoHo?
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Interviews Qualitative Data

• Location
• Draw in people from MU bus station
• Advertise with Unitrans
• Publish brochures about CoHo philosophy

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Which CoHo venues could use the most improvement?
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Retaining Customers

• Improved visibility
• Venues
• Student centers
• Special events
• Incentive programs
• Catering
• Restructure layout and payment options

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Summary

• Market to new customers
• Flyers brochures across campus
• Campus tours
• Retain current customers
• CoHo brochures
• Catering
• Improved venue layout

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Acknowledgements

• We would like to give special thanks to

Carrie Devine, Honors Counselor, Davis Honors
Challenge Isabel Montanez, Coordinator of DHC
3rd-year ProgramAlana Penn, DHC Administrative
Assistant Sharon Coulson, Director of Dining
Services, Coffee House Darin Schluep, Manager,
Dining Services, Coffee House Shayna Lesovoy,
Student Marketing Intern, Coffee House Gillian
Butler, Director of Student Affairs Research and
Information (SARI) Sabrina Sewell, SARI Student
Affairs Analyst Nate Delaney-Busch, SPSS
Consultant Dr. Colin Cameron, Economics
Department Mark Champagne, ASUCD Business
ManagerSpecial Collections, Shields Library