F LOR IDA S TA TE UN I VERS I T Y

MARKET I NG & PROFES S IONA L SA L E S MAJOR

COMMUN I CA T IONS M INOR

SPR ING ' 1 7

A B I G A I L

M I L N E

https://www.linkedin.com/in/abigailmilne

C O N T E N T S

RESUME

BRAND I MAGE AND ONL INE PRESENCE

MARKET I NG CAMPA IGNS

SOC I A L MED IA ENGAGEMENT

C L I EN TE L E PRESENTAT ION BOOKLE T

ARAMARK SA L E S T EAM

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B R A N D I M A G E A N D O N L I N EP R E S E N C E

During my time as a MarketingAssociate for Aramark - Seminole

Dining, I've spent my careerimproving our brand image and

creating engaging content toresonate with our audience.

On Instagram, I've crafted picturesto receive positive feedback fromits Florida State audience through

eye-catching images, breakingthrough the noise of a user's feed.

Content that reflects the audienceestablishes its online presence.

Colloquial Valentine's Day cards arepopular among millennials in earlyFebruary. Therefore, I launched a

#HappyValentinesWeek campaign,selecting four locations and

captioning these images withhumorous food puns.

For its finale, I selected a FSUcelebrity with her famous phrase, "Ilove you my babies!" resulting in 188

retweets and 221 favorites.

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From liking to sharing, and noweven reacting, our customers are

communicating with our brand likenever before. We've kept up with

this demand by creating interactivecontent, both in-person and online.

#EveryoneLovesAHug returned thefavor with free Cokes in-person,

and online with over 2K views. Ourtimelapse video sparked consumers'

interests, landing our brand theMost Organic Reach score of 10,310

against competing Aramark -Higher Education universities in

April.

By having such a strong onlinepresence, our brand has been able to

increase its awareness andengagement. Furthermore, in our

evolving market, we've taken the fullcustomer experience past the in-

store, physical location. Doing so hasallowed us to maintain top rankings

in the Aramark Social MediaScorecard, reaching #1 in the South

and #3 overall.

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M A R K E T I N G C A M P A I G N S

Like a school week, Seminole Dining likes to unveil its marketing campaigns over thecourse of a week, keeping consumers engaged. #CustomerAppreciationWeek and#HappyValentinesWeek kept users involved, looking for the next comical post or

freebie deal via Facebook, Twitter, or Instagram

Since competitors are just walking distance from campus, #FinalsFlash was a campaignI created to persuade students to become brand loyal. Parking is tough, you don't wantto lose your spot in the library, etc. By not having to leave campus because of all of the

deals aiding their studying, #FinalsFlash shined the benefits of on-campus dining.

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S O C I A L M E D I A E N G A G E M E N T

In September of 2015, Seminole Dining teamed up with Partnership for Healthy America,participating in a live tweet session regarding on-campus dining. The negative stereotypes

surrounding "dining halls" or "Freshman 15" are stigmas our brand strives to overcome. Duringthis live tweet session, we participated with schools across the nation, highlighting healthybenefits and dining membership features to keep students healthy, mentally and physically.

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#OntheMOOve was anothercampaign I created to increasesocial media engagement via

Facebook, Twitter, andInstagram. Each day, a new postwas uploaded, featuring a miniChick-fil-A cow posing with a

free coupon in a disguisedlocation. Users had the

opportunity to comment theirguesses and be selected

randomly. Winners wereannounced that Friday

afternoon, keeping participantsengaged until the very end.

In addition to consumerengagement, customer servicefuels our company. Outside of

the in-store experience,Seminole Dining engages withits consumers online, updatingthem of any changes/additionsto its dining or retail locations,as well as genuinely interacting

with our customers throughfeedback.

Customer giveaways and freebiecontests produce the quickest

return of feedback, and they're acustomer favorite. The polar beargiveaway allowed users to like and

comment to solidify their entryinto our giveaway; the winner wasannounced later that week. Users

marvel at the chance to scoresome freebies, even an oversized

Coca-Cola bear.

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C L I E N T E L E P R E S E N T A T I O NB O O K L E T

"Subway has a wide variety ofsubs, salads, and sides to choosefrom. This cafe style Subway not

only allows Students to createone-of-a-kind subs, but it also

offers pastries, coffee, and more!"

"This full service Starbucks isconveniently located in the

heart of campus, WoodwardAve. Students can swing by

in-between classes for aquick bite or to catch up withtheir friends over coffee on

the patio."

Across the vast Florida State University campus, Aramark - Seminole Dining contains 25locations. For an outsider, this many locations may be overwhelming. Thus, I was taskedwith creating a clientele booklet, showcasing all 25 of our both dining and retail locations.

From photographing to copy editing, I selected the images and created the text to befeatured in our booklet. Collaborating with our graphic designer, we then formatted the

booklet, now to be shown to all of our clients.

A R A M A R K S A L E S T E A M

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Beginning since May 2015, I have served on the Aramark - Seminole Dining sales team twice,both Summer 2015 and Summer 2016. Knowing our market, summer's our highest demand

season due to all of the orientation sessions filling Florida State's campus. Reaching our salesgoals is pertinent to next year's operations because dining memberships are the highest

revenue driver for our company, driving down funds from the top to the bottom line.

As a Dining Ambassador, our task is to identify our customer's needs and tailor the featuresand attributes of our dining memberships to best suit their concerns. Dining membershipsmonetarily are a high-involvement product, yet we sell them in a low-involvement tone. Inaddition, we dining ambassadors are stationed all across campus during orientation, as wellas sprinkled throughout the school year, allowing for ease and convenience in signing up or

answering questions. As both a Marketing and Professional Sales major, I used the skillslearned from my advanced sales class as tools to revealing customers' implicit and explicit

needs, then tailoring the presentation with our product's matching benefits.