What: Sloopy’s Diner hosts revenue-generating buffets on home football games.
I managed the marketing plan for these buffets, aiming to increase attendance and reach our target audience through new approaches.
Target audience: football season ticket holders, alumni, students, staff and faculty
Goal: Increase attendance to Sloopys Gameday Buffets in 2024 to 275 attendees.
This event is in collaboration with Events and Conferences to grow the game day experience at the Ohio Union and utilize the event space.
The buffet has been declining in attendance after the Covid-19 pandemic, seeing 150 attendees.
Previous marketing: Not much marketing has been done in the past. Years ago, Dining took out an ad in the football program but this was cost-prohibitive and not trackable. In 2023 Marketing only printed menu boards, did digital screens and social media.
Results: 250 attendees at Michigan 11/30 game (big rivalry game), 244 at Iowa 10/5 and 194 at Akron 8/31 (first game of season)
Future: Looking at financials to determine if continuing with the buffets makes sense. If buffets do happen next year, would increase paid advertising to target students, staff and faculty. Looking at doing two OnCampus paid ads for faculty and staff and an ad in The Lantern student newspaper. Would like attendance to be closer to 300.
What Marketing did for Sloopys Game Day Buffet in 2024:
– Digital screen ran August 12 to November 30
– Created web banner for the registration page – https://go.osu.edu/sloopysgameday
– Created social media graphics
– Alumni Association shared buffet on Facebook on August 26 – https://www.facebook.com/OhioStateAlumni/posts/939235181584276
○ 39 likes, 5 comments, 2 shares
– Student Life shared on Instagram on September 6
1,208 likes, 4 comments
– Andy Gottesman took 204 professional photos in early September
– Printed 4 unique menu boards
– Shared buffet dates in Parent and Family online newsletter
– Shared buffets in Student Life calendar
Shared buffets in OSU App
– Submitted buffets to alumni newsletter
- Included in 8/23 internal newsletter to Student Life staff
– Ran a paid ad in onCampus Today for faculty and staff on October 2. Wote copy, got approvals, worked with fiance team to secure payment.
– There was a Lantern article published about the buffet: https://www.thelantern.com/2024/10/sloopys-diner-brings-back-game-day-buffet-with-new-advanced-reservation-option/
Debbie Wakefield 