SALES PROMOTION PARAMETERS
Promotion objective:
Our sales promotion was created with the intention to excite the students at the idea of winning free food. This is going to lead to lead to publicity and patronage from students as they are high likely to talk about the promo.
Type of promotion used:
The sales promotion used is a Lottery.
Target audience
Covenant university students (from 100level-400level)
Value/incentive clearly stated
A free meal from Grandpa chips worth 2000 naira. The free meal encompasses of fried sweet potatoes, 2 sausages and 1 stick kebab.
Short-term campaign duration:
This promotion campaign is scheduled to last for 3-5 days.
Simple participation mechanics:
The audience will be entitled to pick a small paper token after purchase:
- If the token says; “Grandpa chips take the win”, the customer loses.
- If the token says; Enjoy your 2k meal, The customer wins.
Visibility across platforms:
Visibility across platforms consists of a flyer promoting the sales promo being sent across appropriate social media platforms where the target audience are active, namely: Instagram and Telegram.
Brand consistency:
This promo was made with the reassurance, that it correlates with the welcoming image of the brand, Grandpa chips
Expected behavioral response:
Expected behavioral responses include, purchases from Grandpa chips engagement online and offline among target audience and more visitations to Grandpa chips even after the sales promo ends.
CONTENT PARAMETERS
A) Objectives
- Increase awareness of Grandpa Chips (Tasty crispy chips) by reaching at least 70% of Covenant University students, staffs and also post graduate student.
- And to achieve a minimum engagement rate of 20% on social media content (likes, shares, comments, saves) within the campaign period.
B) Content type
- Instagram post (product videos)
- Instagram story
- Telegram groups
- campus flyers, digital posters
- Google docs to raise awareness
- Educational posts about snacks and student lifestyle
C) The campaign audience
The main focus and primary audience are;
- CU undergraduate students and post graduate student
- Student leaders and campus influencers
- CU staff and young lecturers who purchase food on campus
- Students attending campus events and lectures.
D) Consistency with big idea and campaign theme
The content for Grandpa Chips remained consistent with the campaign’s big idea and overall theme by ensuring that all messages, visuals, and activities reflect the central concept of the brand on campus.
Consistency will be maintained through:
- The same tone (fun, youthful, relatable to CU students)
- The same visual identity (brand colors, logo, packaging)
- Repeated key message (Tasty grandpa chips)
- Content that always links back to the campaign theme and big idea
E) The campaign focus
We focused on providing educational and valuable content rather than purely promotional messages by sharing useful information that benefits CU students’ daily campus life. Instead of only advertising the product, the content will educate students on smart snacking habits, time management during study periods, and maintaining energy during lectures and late-night reading.
F) Educational/Valuable Messaging
The content developed for the grandpa chips goes beyond simple promotion by offering educational or valuable information.
We included tips, insights, and campus-related relevance that adds meaning to the audience’s experience while still aligning with the brand message.
G) Content Calendar
A structured content calendar was used to create outline by posting dates, formats, and platforms. This ensures consistency, prevents message overlap, and helps maintain steady engagement throughout the campaign period.