The MilkShake Factory
Blending In and Standing Out: Using Student Research to Grow the MilkShake Factory's Campus Presence
CONTEXT
As a creative design analyst, I was a part of the MilkShake Factory Ann Arbor client team, working cross-functionally with our account director and market research analysts to better understand student awareness around the brand.
PROCESS
Drawing on our own experience with successful on-campus tabling events, our client team chose to host one of our own: free milkshake and chocolate samples in exchange for survey responses and loyalty program sign-ups.
Our survey gathered 250+ responses on student awareness and perception of The MilkShake Factory. From the survey, we observed:
Low brand awareness: 50.9% didn’t know MilkShake Factory
Transportation is not a major blocker: 66% travel off campus for food
Main Competitors: students default to closer dessert spots on campus
Students' WTP clusters around $5–$7
Based on those insights, we launched a student ambassador program to bring U-M students closer to the brand, and recommended student-focused offerings like graduation "chocuterie" boards and collaborations with popular campus brands and organizations.