In that regard, convenience, proximity to their work place and speed of preparation services are the most critical elements for the success of the venture with this customer demographic. By the same token, these customers are less likely to be reached by online apps or Twitter and more likely to respond to the mere proximity of the service van to their places of business and physical routes leaving their offices and businesses.
Operational Incorporation of Demographic Characteristics
Just as proximity of service is critical to the success of the venture to university students on campus, it is also crucial to the success of the venture with working non-student professionals employed in businesses within the immediate vicinity of the USC campus. Moreover, because the individuals in this customer demographic will probably prefer to avoid having to actually enter the USC campus to patronize the service van, it would be advisable to situate the vans at the perimeter of the campus during the time period (i.e. approximately 3:00 to 6:00 PM) when services will be in greatest demand by non-student working professionals will want access to convenient food. Luckily, this time period probably coincides with the lowest demand on campus. Meanwhile, it can serve both demographics simultaneously.
Marketing Avenues
Whereas it is anticipated that online marketing will be the principal avenue of marketing to the fulltime university student demographic, it is expected that a different mechanism will provide the most benefit in connection with fulltime non-student employees in the vicinity of the campus. Specifically, in addition to relying on the visual conspicuousness of the service vans situated on the perimeter of the USC campus, the marketing campaign to the non-students in the area should, ideally, include actually providing samples of the fare. In that regard, this marketing initiative should include the distribution of flyers a day or two in advance and then one or more vans should be assigned to park in commercial office parks nearby the USC campus during breakfast and lunch time to distribute free samples. Ideally, this initiative should be scheduled to coincide with a school holiday that...
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