2012-2013 Campus Plan School: SDSU CAP Name: Jon Krupka

1. 2012-2013 Campus Plan School: SDSU CAP Name: Jon Krupka

2. in a nutshell # of students on campus 37,000 Popular intramural sports & rec teams Football, basketball, indoor soccer, tennis. Lacrosse, surf team, rugby, crew, ultimate Frisbee. Greek scene overview Top Fraternities- Sigma Chi(Mine), SAE, Sig Ep, Phi Kapp Top Sororities- Pi Phi, AXO, Alpha Phi Key influential clubs on campus Associated Students(Student Government) Cultural Arts & Special Events (My employer) Dorm life overview Many freshmen that I will have access to because of our pledging process. Also working on getting Muscle Milk inside the dorms as mentioned in my weekly report. All freshmen required to live in the dorms. Over 5 different dorms. Key scenes on campus Greek life, ARC(gym), Aquaplex. Campus Overview SDSU MASCOT: Friend of mine!

3. SDSU Campus Map Link: SDSU Map Page

4. Personal Hook-ups Daily basis Seeding Opportunities – Influencers & Groups Influencers: Target Influencer: Amy Schiller- #1-3 Cases per month. Marketing Coordinator for the ARC(gym). Already have relationship with her to get us involved in ARC related events such as 3 on 3, ARC Till Dark, Intermural Basketball/Indoor Soccer. Target Influencer:Sean Guardian- #1 Case per month. Sean is the President of Inter Fraternity Council and a member of a top Fraternity, Phi Kapp. Having Sean as a resource can keep me updated on both Fraternity/Sorority Philanthropies and events. Target Influencer:Kelsey Brown- #1 Kelsey is a good friend of mine and teaches several classes at our gym. Hooking her up with product could lead to several relationships with the other personal trainers. Target Influencer: Sorority Presidents- #1-3 Introducing product to sorority presidents can create a domino affect allowing MM to penetrate the an untapped market. Total Cases/mo estimate = _4-7 Groups: Target Group: Rugby Team Target Group: Lacrosse Team Target Group: ROTC Target Group: IFC (inter fraternity council) All of these groups are athletic and influential on campus. They are the main sport teams who are not recognized through the school so sampling is allowed to them. Each group should 1-2 cases every other month to maintain a good working relationship and stay informed on any upcoming events/tournaments. IFC serves as a facilitator to all Greek fraternities so establishing a relationship and staying contacted to them ensures that I will stay informed on what every fraternity across campus is doing for that month Total Cases/mo estimate = 4-8 Hook-ups & Seeding

5. Potential PET Opportunities This Fall: Opportunity: Rush Week, Dodge Ball Tournament in Parking Lot Proposed Date(s): September 18th Opportunity: Ultimate Frisbee Tournament Proposed Date(s): October 20th Opportunity: Madness on the Mesa Proposed Date(s): October 12th This may be iffy due to the fact that is with our college basketball team, but it is essentially both the mens/womens first practice open to the public. Filled with giveaways, music, and fun for students. Opportunity: Sigma Chi Snowboarding Trip Proposed Date(s): January 3rd-7th Think this would be a cool opportunity to rep Muscle Milk on the mountain. Whether it be all the riders wearing Muscle Milk beanies or tall tees, I think it would be a good opportunity with a different scene. PT Sampling Opportunities

6. Supported Third Party Campus Events Supported Events Semester/Term ONE: Event #1: Late-Night Study Break • Date(s): Midterms/Finals • Explain Brand relevance: Excellent time for meal replacement. • # of students: 100-300 • Infrastructure needed: Tent/Benches/Banner • Protein Trainers needed: #1-2 • Logo opportunities: Pencils, • Media Involvement: None • Initial Planning Timeline: • Estimated # of Cases: 40-60 Event #2: Mesa Madness • Date(s): October 12th • Explain Brand relevance: Athletic sponsored event, draws the appropriate crowd. • # of students:300-700 • Infrastructure needed: • Protein Trainers needed:#3-4 • Logo opportunities: • Media Involvement: Campus newspaper/possible local news. • Initial Planning Timeline: • Estimated # of Cases: 80-100 • Optional Event #3: • Also Homecoming field day. May require $1,000 sponsorship to get logo everywhere, however, should be able to sample at obstacle course (October 9th) on ENS 280 without it. Check CASE Email for sponsorship package. • Date-October 9th • Relevance- Active participants. • # of Students- 200-500 • Infrastructure-Tent, coolers, benches, banner.

7. Supported Third Party Campus Events Supported Events Semester/Term TWO: Event #1: 3 on 3 Basketball tournament. • Date(s): Tentative • Explain Brand relevance: People competing live active lifestyles. • # of students:50-100 • Infrastructure needed: Benches, wind shield, cooler. • Protein Trainers needed: #1-2 • Logo opportunities: On basketballs or jerseys. • Media Involvement: Campus newspaper. • Initial Planning Timeline: • Estimated # of Cases: 50-70 Event #2: Greek Week • Date(s): Tentative • Explain Brand relevance: • # of students:500-1000 • Infrastructure needed: Remaining info is tentative due to the schedule of events being unreleased at the moment. • Protein Trainers needed: • Logo opportunities: • Media Involvement: • Initial Planning Timeline: • Estimated # of Cases:

8. CAPtivations: PUSH Program Name: ENS Invasion! What is the experience? Proposed Date(s): 12/10-12/17 Explain campus relevance: Receiving a Muscle Milk as a meal replacement to those who know the product and our most likely to use it when in a time of need. Placing one Muscle Milk on each desk of a 500 person lecture for Exercise and Kinesiology majors. # of students expected: 500 How we can promote: Facebook/Instagram/Twitter Campus groups to help activate: Fraternity pledges Infrastructure required: TBD Protein Trainers needed: 2-4 Media Involvement: TBD Special branded items requested: TBD Initial planning timeline: TBD Estimated # of Cases: 41 CAPtivations - PUSH

9. CAPtivations: PULL Program Name: Muscle Milk Market What is the experience? Every Thursday, students gather from 10-3pm with 12pm really being the most crowded time to enjoy some fresh, locally prepared food in front of Hepnar Hall. Similar to the other CAPTIVATION from the retreat, a yoga session in the middle of this scene would be awesome and definitely draw a crowd. Proposed Date(s): any thursday Explain campus relevance: # of students expected: - In attendance:500-1500. actually attending the yoga session:20-40. How we can promote: Youtube video, social media Campus groups to help activate: Personal trainers from gym, any ENS major groups, Fraternities/Sororities. Infrastructure required: Benches/Wind Blade/Tents. Protein Trainers needed: 2-4 Media Involvement: Daily Aztec (Campus newspaper.) Special branded items requested: T-shirts or tanktops for participants to ware with SDSU logo included. Initial planning timeline: TBD Estimated # of Cases: 50-70 CAPtivations – PULL

10. INSERT CAMPUS LOGO HERE • IDEA • What? • ENS Invasion @ SDSU • Providing MM to Exercise & Nutritional Study majors at their time of need before a test! • Who? • Early morning students who usually don’t have enough time for a filling breakfast before an exam. • Why? • Key potential consumers. • Finals • When? • December 10-17th • Where? • ENS 280 • INSERT INSPIRATIONAL • PICS HERE THAT BRING YOUR IDEA TO LIFE! My PUSH CAPtivation Pitch! • PLAN • How? • What tools do you need to make this happen? • A lot of cases and assistance! • How will we produce media results? • Campus paper/social media. • What are some possible challenges in bringing this to life? • Professor • What is your estimated budget for materials? (Do not include product, infrastructure or PT’s.) • GOAL • Goals • Word of mouth/making everyone happy and able to get an A! • Results (for executed CAPtivation recaps only) • Estimated # students impacted • Media hits • Social media activity • Relationships earned/developed, if any • Anecdotal data (quotes, opinions) • Learnings • Final budget/spend

11. INSERT CAMPUS LOGO HERE • IDEA • What? • Muscle Milk Market@ SDSU. • Yoga class in the center of the Farmer’s Market! • Who? • I plan campus events and can do all the required paperwork myself to ensure we are allowed to be there. If you do not want to provide a yoga instructor yourself, I have contacts at the ARC that would be more than happy to. • Who will be the main format driver (scene influencer/mentor) for event? • Instructor! • What key campus coMMunities will be impacted/invited? • Eclectic selection of my key influencers and groups listed before. • Why? • Will attract a large crowd and provide good representation. • Where? • Select a unique or even unexpected, yet conducive, location (i.e. boot camp by the pool, not the gym) • Campanile walkway in front of Hepnar Hall. • INSERT INSPIRATIONAL • PICS HERE THAT BRING YOUR IDEA TO LIFE! My PULL CAPtivation Pitch! • GOAL • Goals • 20-30 students with an article in the Daily Aztec. Can create a hashtag to use for the event as well. • Results (for executed CAPtivation recaps only) • # participants • Media hits • Social media activity • Relationships earned/developed • Anecdotal data (quotes, opinions) • Learnings • Final budget/spend • PLAN • How? • How will we drive awareness? • How will we drive participants? • Volunteers. • How will we produce media results? • Newspaper/social media. • What are some possible challenges in bringing this to life? • Don’t really see any. • What tools do you need to make this happen? • Yoga mats, instructor, shirts for participants? • What is your estimated budget for materials? (Do not include product, infrastructure or PT’s. • Cost of instructor and yoga mats/shirts for participants.

12. Where is Muscle Milk is sold on & immediately off campus? Account Name: 7/11 Flavors: Vanilla, Strawberry, Chocolate Price Point: $3.79 Account Name: Aztec Market Flavors: (Depending on location, some only Strawberry and Vanilla) Price Point: $3.79 Account Name: Shell Gas Station Flavors: Price Point: Account Name: Arco Gas Station Flavors: Price Point: Account Name: Ralphs & Vons Flavors: Price Point: Sales Support

13. Where Muscle Milk is not Sold, but you think should be! Provide account information to your BAMM to follow up on with the sales team. (within one block radius of campus) Account Name: Chapultepec Residence Hall Address: 5400 Remington Road Muscle Milk is sold here, but only strawberry flavor compared to the multiple flavor other companies have for consumers. Account Name: Peabody’s Coffee Shop Address: 4 Locations throughout campus. Peabody's offers Gatorade and various other beverages besides their own coffee drinks. Would be great to have Muscle Milk as another option for them! Account Name: 4.0 Deli Address: 5844 Montezuma Road San Diego, CA 92184 Account Name: Address: Account Name: Address: Sales Support

14. Expectations: My Campus Plan is Due September 10th My Weekly Reports are Due Every Week by Monday My Bi-Weekly BAMM/TAMM Conference calls are every Week My PULL Captivation pitch is Due by: End of the semester. Protein Trainer Contact Info: Name: Morgan Greenwalt Phone: 210-535-2066 Email: Morgangreenwalt@gmail.com Name:Nicollete Cardwell Phone: 517-914-1311 Email: Ncardwel@rohan.sdsu.edu Name: Chloe Manese Phone: 949-607-9805 Email: Chloemanese@gmail.com Name: Diego Parera Phone: 619-886-3848 Email: pareradiego@yaho.com Name: Cole Cameron Phone: 951-704-4110 Email:Ccameron2008@pointloma.edu Name: Jeanne Drucks Phone: 559-999-1550 Email: jeannedrucks@gmail.com Name: Billy Fuston Phone: 707-327-7958 Email: bfuston10@gmail.com Name: Leah Porter Phone: 714-865-0341 Email: lporter100@pointloma.edu Communication Plan