Students in Great Oaks’ Strategic Entrepreneurship class at Wyoming High School just finished a two-month long project in conjunction with Fox19 and Raising Cane’s for a strategic marketing plan aimed at attracting quality teens to work at Raising Cane’s.
The plan was presented during a meeting at Wyoming with the recruitment director for RCO (Raising Cane’s Ohio), two Raising Cane’s general managers, and the digital sales director and digital sales specialist from Fox19. The plan was completely developed by the students and included an overall theme created by the students (Are You Saucy Enough To Be In Our Crew?), commercial script ideas, digital advertising layouts and themes to go with Fox19’s recommended media schedule, in-store promotion, social media recommendations, repurposing existing mobile apps and even some ideas about product packaging.
The students also made recommendations for compensation, in-store work environment and culture and grassroots marketing. The sales director from Fox19 commented that the content being covered was “stuff that I didn’t learn until college.” The students were asked to pause several times while the clients discussed the proposals and how they could implement the recommendations. The meeting included an impromptu Q & A in which the Cane’s general managers and the recruitment director further grilled the students with one of the GM’s commenting that “he could spend another four hours with these students just picking their brains.”
Later this spring, the students will get to experience the editing of the actual spots as well as print and digital ads.
The students are part of the Business Management program, a satellite program of Great Oaks Career Campuses at Wyoming High School. Dennis Schapker is the instructor.