I had the privilege of collaborating with Provo’s donut shop, Ono’s Malasadas to develop an experiential marketing plan as part of a school project. We consulted with the owner to understand her needs. The owner challenged us to find new ways to expand their reach and business to include Provo’s young college student population.

As a team, we conducted research including psychographic data to learn about our customers. We developed a brand persona based on this data and used the BETTER model to create a marketing campaign for Ono’s to implement.

Our proposed marketing event titled, “Ono’s After Dark” was a summer concert series for college students and young adults in Provo who are looking for a place to hang out with their friends and make memories. The experience included malasadas, photo booths, and an interactive paint-by-number mural.

As a result of the project, we delivered a 28-page report detailing the marketing plan and aspects of the BETTER model.

What is the BETTER Model?

The BETTER Model is an experiential marketing framework used to guide a campaign to be customer-centric and experiential. The BETTER Model stands for:

Brand Personality

Emotional Connection

Target Audience

Two-way Interaction

Exponential Element

Reach