My work with 1907 Meat Co., a local butcher shop in Stillwater, began in my Research Methods class, where my group was assigned to study the business over the course of a semester. We started with individual secondary research, then moved into group research, organizing a focus group for qualitative insights and running an online survey for quantitative data. We presented our findings, covering the target audience, community perception, and the business's current environment, to the class at the end of the semester.

That research became the foundation for a follow-up project in my Campaign class, where I worked in a group setting to build a full campaign for 1907 Meat Co. focused on Oklahoma State University faculty and staff. We developed the concept "Make Meat _____ Again," aimed at increasing community awareness and strengthening brand recognition for the shop, with a particular focus on growing its social media presence and visibility in the Stillwater area.

To deepen our understanding of the customer base, we conducted additional primary research, including an online survey and in-person questionnaires at the shop during both its busiest and slowest hours. The research surfaced several key insights: most customers had discovered 1907 Meat Co. through word of mouth, many viewed the shop as more expensive than other raw meat options, and while the location was seen as convenient, the hours of operation were not.

From this research our group identified two primary goals for the campaign: generating increased brand awareness throughout the Stillwater community, and reshaping the brand's image to better highlight the benefits of shopping locally. We outlined strategies and tactics to reach OSU faculty and staff, along with the broader opportunity to engage younger Stillwater residents during the school year, and developed creative content concepts to support the campaign.