ARAMARK Campus Dining Services launched a new initiative called Real Food on Campus. Aimed primarily at students, the multi-level initiative also called for extensive communications for recruitment and a unique b-to-b "sell-in" and "sell-through" approach. Paragraph worked to make this one brand story relevant to many listeners.

• Identify value propositions for all student constituent segments, prospective employees, and campus administrators
• Create visual brand that tops national fast-casual retail brand approaches
• Focus on the results of research findings - students want a more retail, social dining experience
• Create flexible visual language and messaging system for multiple implementations nationwide - every campus is unique, so we explored how to enable them to keep their own "flavor" while still maintaining the integrity of the umbrella RFoC brand

• Print communications - each audience segment required a targeted print campaign that consisted of various types of advertising, direct mail, brochures, and even an implementation kit for campus food service directors
• Digital communications
• Environmental design - Paragraph worked with ARAMARK's interior designers to create a graphic system that could be used to decorate campus dining halls
• Package design

ARAMARK has launched several RFoC locations with more sites in the works. The brand is continually managed through the systems created by Paragraph. Additions to and extensions of this campaign are also continuously used for both recruitment and b-to-b sales.