1907 Meat Co. Campaign Project

In my Campaign class, we were put into groups to work together to create a campaign for 1907 Meat Company that focused on Oklahoma State University Faculty and Staff. I was a part of Agency Keystone and we came up with the campaign "Make Meat _____ Again." 

The goal of our campaign was to increase the community awareness for 1907 Meat Co. and strengthen the brand recognition for the local butcher shop; specifically targeting Oklahoma State University’s faculty and staff. The "Make Meat ____ Again" campaign is specifically designed to increase the social media presence of 1907 Meat Co. as well as increase their presence in the community to raise their brand and product awareness in the Stillwater area.

In order to gain a deeper understanding of the customer base and current community standing, we conducted extensive primary research through an online survey and an in-person questionnaire that took place during business hours at the butcher shop. Our survey was sent out to Stillwater residents, trying to focus more on Oklahoma State University faculty and staff.

We were able to conclude from our online survey that most of the respondents had heard of 1907 Meat Co. from friends and word of mouth. We also concluded from our survey that the majority of respondents found 1907 Meat Co. to be more expensive than other raw meat purchase options. Our in-person questionnaires were conducted on the business’ busiest day and least busy day. From our questionnaires, we were able to conclude that most of the customers found the hours of 1907 Meat Co. to be inconvenient. However, our questionnaire did reveal that most patrons of 1907 Meat Co. found the location to be convenient. Secondary research was also executed in order to determine the target audience, needs of the business, and the current environment.

Through our research, Agency Keystone has concluded two main goals for this campaign. They include the following:

• Generate increased brand awareness throughout the Stillwater community

• Reshape the brand image throughout the community to portray the benefits of 1907 Meat Company

We compiled the opportunities 1907 Meat Co. can take advantage of through our strategies and tactics to reach faculty and staff, as well as the possibility of young Stillwater residents during the school year. Lastly, we gathered and executed creative content ideas for the business that can be viewed in the appendix.