Ruby Tuesday Brand Campaign Project
Mock up done based on sponsorship proposal
Had the opportunity to work with a team to create a marketing campaign for Ruby Tuesday, and present to the Chief Marketing Officer, Edithann (Velez) Ramey.
Was given the role of Researcher & Media Designer. Held the responsibility by gathering data based on surveys advertised towards students, and using said research, plus additional verified data online, to figure out what would appeal best towards target audiences.
Problem
Ruby Tuesday was experiencing a drought of customers, and often struggled due to low traffic. This work was split between two groups, one for younger audiences including Millennials and Gen Z, and the other being for 55+.
Research
Discovered that Ruby Tuesday has the most locations in Florida, so we targeted the Tampa area as the starting point. With that in mind, there was a discovery that most 55+ consumers were cautious of the nutrition of their meals, thus started the “Fresh for a Cause” Campaign.
Execution
The final project includes a mock up for the potential sponsorship and advertisements. In addition there is also a trivia night event to get older consumers to attend and dine in with a chance for game-day tickets.
Strategy
The idea starts with a rebrand to highlight the healthier options at the restaurant. This involves using Demand Gen for online ads, emails, and even an official sponsorship with the Tampa Buccaneers.