Marketing and
Making it Special
A targeted marketing effort featuring cohesive branding
and eye-catching materials supported the Lunar New Year
celebration. The materials used deep red, one of USC’s
official colors and the color of good fortune in Chinese
culture. Posters and flyers promoted the event around
campus, and social media provided an excellent avenue
for building excitement. Boxes of fortune cookies that were
available for purchase served as unique marketing tools.
Some cookies contained messages promoting voluntary
meal plan sales. One box per day included coupons for free
meals on campus. Fortune cookies containing voluntary
meal plan messaging were also served at each meal.
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