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Welcome to the Coffee House Marketing Strategies

DHC Consulting Team Donovan Carrillo, Elena Marinelli, Tramthanh Nguyen, Elizabeth Takahashi, Katherine West, John Zhang. Welcome to the Coffee House Marketing Strategies. The Coffee House ( CoHo ) History. Established in 1968 by ASUCD 7,000+ customers daily Profit returns to ASUCD.

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Welcome to the Coffee House Marketing Strategies

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  1. DHC Consulting Team Donovan Carrillo, Elena Marinelli, Tramthanh Nguyen, Elizabeth Takahashi, Katherine West, John Zhang Welcome to the Coffee HouseMarketing Strategies

  2. 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”

  4. Team Objectives Increase awareness of the “CoHo philosophy” Create a comprehensive marketing plan

  5. Focus Group Identified areas for improvement Refined our charge

  6. SARI survey results • Marketing and venue evaluation • Conducted via Student Affairs Research and Information • Over 10,000 responses

  7. On average, how many times per week do you purchase food and/or beverages at the CoHo?

  8. "Never" responses by UC Davis affiliation

  9. Which of the following influence the frequency of your visits to the CoHo?

  10. Reason For Never, Juniors & Seniors

  11. Reasons for Never, Freshmen & Sophomores

  12. Reasons for Never, Faculty/Staff & Graduate Students

  13. Marketing Strategies for Drawing New Customers Flyers in freshman packets Campus tours “The Buzz” Utilize Facebook

  14. Promote “CoHome-Made” Incentive-driven visits

  15. Which of the following influence your decision to buy food/beverages at the CoHo?

  16. Interviews: Qualitative Data Location Draw in people from MU bus station Advertise with Unitrans Publish brochures about CoHo “philosophy”

  17. Which CoHo venues could use the most improvement?

  18. Retaining Customers Improved visibility Venues Student centers Special events Incentive programs Catering Restructure layout and payment options

  19. Summary Market to new customers Flyers & brochures across campus Campus tours Retain current customers CoHo brochures Catering Improved venue layout

  20. 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

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