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Philadelphia, PA–November 2004. Working for ARAMARK Campus Services, Paragraph created a targeted campaign to generate student support for the new food service improvements at Wake Forest University.

According to CeCe Eckert, regional marketing director for ARAMARK Campus Services, the campaign is “extremely popular with students.”

Launched in early October and running through mid-November, the campaign’s goals are to:

• Educate students about the food service improvements occurring over the next few years
• Show how ARAMARK and Wake Forest Dining Services are soliciting student input
• Demonstrate how student (and parent) money is being “put to work” around campus

The key to the campaign’s success is that it speaks to all the different types of students on campus. Paragraph’s creative approach features 6 different poster designs, table tents, and a unique brochure, each highlighting a unique benefit of the changes in various design styles.

“Some are in your face and have a more grassroots look. Some are very straightforward and clean. But they’re all fun. And they all get you to the website where the real education takes place,” says Bob Aretz, principal of Paragraph.

www.tasteanewfreedom.com outlines the plan set forth by ARAMARK and Wake Forest Dining Services. It also provides the students means to voicing their opinion in a survey, and with key dates for Town Meetings — on-campus events where the improvements are explained by ARAMARK and Wake Forest University Dining Services representatives.