Dawgs and Deli: Bagel Deli Comes to Campus

Strategy Statement

For college students who need a quick meal, Bagel Deli provides them with affordable, fast, and
filling bagel sandwiches.

Project Background

Bagel Deli was opened in Broad Ripple in 2003 and has sold steamy bagel sandwiches ever
since. In terms of strategic communication, they have minimal online presence and their website
lacks user friendliness.

Target Audience

Demographics: Male and female college students between the ages 18-24 with minimal income.
They are driven by convenience and on-the-go food options and love giveaways and free stuff.
They are passionate about their education and professional development. Geographically, they
are close to Broad Ripple, mainly being Butler University students, while reaching Marian and
IUPUI as well.

SMART Objectives

1) Increase online orders by 30% in the next 6 months

2) Increase Instagram followers from 448 to 1000 in the next 6 months
3) Facilitate one Bagel Deli event that connects to Butler’s campus (giveaway coupon
giveaway, sponsorship, etc.) by the end of the calendar year

Campaign Statement

The Dawgs and Deli campaign brings Bagel Deli sandwiches to Butler’s campus for a
discounted price in order to build awareness for students.

Key Consumer Benefits

Affordability, easy-ordering/pick-up, feel satisfied and full. Bagel Deli’s prices average about $7
per sandwich (Ripple 2021). The Bagel Deli website offers order ahead options and texts the
consumer when ready for pick up. Bagel sandwiches have around 23 grams of protein, fulfilling
plenty of the protein recommended for a meal (Roseman 2022).
Competitors

Einstein Bagels, The Bearded Bagel, Sidedoor Bagel, and other bagel shops near Indianapolis.

Tone of the Creative

Tones should be lighthearted, relatable, and fun.

Preferred Imagery

Butler Blue IV will be used in campaign advertisements and be present the day of the event.

Brand Guidelines

The brand must engage Butler students and include Butler University and Blue IV branding in
the campaign.
 Works Cited

“Ripple Bagel & Deli.” Ripple Bagel, 20 Oct. 2021, https://ripplebageldeli.com/.

Rosenman, Matt. “How Many Calories Are in a Bacon Egg and Cheese Bagel?” No Cheat Day
Needed, 12 Jan. 2022, https://cheatdaydesign.com/bacon-egg-and-cheese-bagel-calories/.