Avery Collien

Target Audience
STR 222
February 21, 2023

My client is Ripple Bagel & Deli, also known as Bagel Deli. Their primary problem is

the lack of advertising to Butler students as well as their complicated web design and online

ordering platform. Bagel Deli is known for their never-ending menu of hot bagel sandwiches,

with every combination possible. Bagels are just about their entire menu, so this is the main

focus of the campaign. While Bagel Deli’s main customers are young people living and working

in Broad Ripple, my campaign focuses on Butler students, another ideal customer. Bagel Deli’s

inactivity on social media and complicated website do not appeal to the younger demographic.

Butler students are busy consumers who want a quick meal on a budget. They are easily

influenced by social media and trends as well as the idea of a fun outing with friends. Potentially,

Bagel Deli could sponsor a Butler event and bring sandwiches to campus.

The demographic of Butler students fall in the age range of 18-24 year olds. Infact,

College Factual states that about 75% of Butler students are between the ages of 18 and 21

(College, n.d.). Additionally, Butler has slightly more women than men, but still a fairly equal

split. Enrollment shows that “the full-time Butler undergraduate population is made up of 60%

women, and 40% men” (College, n.d.). College students also tend to fall into a demographic with

little to no income. According to NCES, the number of full-time college students who also work

during undergraduate years is around 40% (National, 2022). Bagel Deli’s ideal consumer is

college students because of their great location in Broad Ripple, easy ordering, and affordable

prices. For a quick breakfast or lunch, Bagel Deli is filling and accessible for Butler students.

Butler students are close to the restaurant and already spend a lot of time in Broad Ripple.
 College students are driven by convenience. Butler does not have many good food

options on campus, so most frequent Broad Ripple for off-campus meals. Campus Solutions

explains that in marketing to college students, “convenience, on-the-go” is crucial. (Carbone,

2021). Secondly, college students love giveaways and free stuff. On campus organizations, like

Butler SGA, give out cookies or gift cards in exchange for feedback. Butler Dawg Pound gives

out shirts to students who arrive to basketball games early. A third psychographic for college

students is their common, academically-minded goals. Butler students pay a lot of money in

tuition to earn a degree. Times Higher Education surveyed students on their reasons for going to

a University. The majority said “I am passionate about the subject I want to study” and “to

continue my learning and development” (Bhardwa, 2017). Students care about doing well in

their classes in order to succeed professionally and grow personally.

To reach college students, the ideal media platforms are Instagram, Tik Tok, and printed

media on campus. According to Morning Consult, 76% of Gen Z report using Instagram and

68% report using Tik Tok (Briggs, 2022). The third platform being printed media is because the

target audience all resides in such a close proximity. There is no better place to reach Butler

students than on Butler’s campus. A good influencer for Bagel Deli could be a Butler University

student with a large online following. For example, there are a few popular Tik Tok influencers

who go to Butler, like @madsywadsy01, @summernoel, and @rileycahill. To select one,

Summer would be beneficial because her Tik Tok account focuses on promoting joy and healthy

living. Her videos range from “day in the life” to “get ready with me” and her famous “coffee

talks.” Butler students will receive messaging better when it comes from another Butler student.

A sponsored Tik Tok post by Summer for Bagel Deli would include a day in the life where she
goes to Bagel Deli. It could be a fun day in Broad Ripple that starts with some Starbucks and a

bagel sandwich.

By Bagel Deli beginning to target their younger college demographic, they will be able to

better grow their business. Their current customers will also benefit from the online updates

being made. Ideally, Butler students will integrate Ripple Bagel Deli into their must-eats in

Broad Ripple.
 Works Cited

Bhardwa, Seeta. “Why Do Students Go to University and How Do They Choose Which One?”
Times Higher Education, 6 June 2017,
https://www.timeshighereducation.com/student/news/why-do-students-go-university-and-
how-do-they-choose-which-one.

Briggs, Ellyn. “Gen Z Is Extremely Online.” Morning Consult, 13 Dec. 2022,

https://morningconsult.com/2022/12/12/gen-z-social-media-usage/.

​Carbone, Bryan. “Marketing to College Students.” Campus Solutions, Inc., 2 May 2021,
https://campussolutionsinc.com/marketing-to-college-students/.

College Data Analytics Team. “Butler University.” Butler Demographics & Diversity Report,
https://www.collegefactual.com/colleges/butler-university/student-life/diversity/.

National Center for Education Statistics. (2022). College Student Employment. Condition of
Education. U.S. Department of Education, Institute of Education Sciences. Retrieved
[Feb 21 2023], from https://nces.ed.gov/programs/coe/indicator/ssa.