Author: Jessica Matsumori

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Additional Writing Samples

UNT Dining Services

NACUFS AWARD SUBMISSIONS

DIWALI EVENT

FOOD COURT*

CATERING EVENT

We submitted these books to the National Association of College & University Food Services  for: Best catered event, residential dining event, and retail facility. We needed to provide as many details as possible, following a strict rubric. But knowing our audience would be reviewing hundreds of books a day, we tailored our copy and strategy for judging-fatigued individuals where possible.

 

*Essay and section introductions only

SWOOP Agency Blog Post

Animal Crossing & Advertising

Where there are people, there will be marketing. And for an advertising agencys’s blog, in the midst of Covid-19, what better to write about than Animal Crossing? During the shutdowns, the game provided players a much needed safe space…and marketers a unique opportunity for positive brand interactions.

UNT Dining Services Internal Newsletter

Food For Thought

UNT Dining Services’ monthly newsletter was crafted using SendInBlue. It focused on a keeping employees informed and creating a positive company culture by celebrating successes and sharing good news alongside important notices.

UNT Dining Services Accounts

Social Media Posts

UNT Dining Services’ social media posts targeted three main audiences: college students, their parents, and campus leadership (*ahem* my boss’ boss’ bosses). While multiple people have worked on their social media accounts over the years, I have included a few that I crafted. 

Green Choice Sustainable Takeout System

Webpage Content

When UNT Dining Services began Green Choice, students had many questions. Having a webpage allowed them to both answer those questions and simplify information about the enrollment process.

UNT Dining Services

Various Projects

Video & Radio Ads

Mean Greens Café
10-year anniverary

Hiring Campaign

Copy editing with copy provided by a freelancer.

Radio Ads

Videos

Strategy & Copy:

Timeline

Employee Bios

 

Strategy, Copy & Execution:

Webpage

Strategy, Copy & Creation:

Webpages

Google Ads Campaign

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YouTube Video Series

Orientation & Welcome Videos

These videos sought to introduce prospective students and parents to UNT’s food culture and program. As a requirement for university orientation events, all large departments had a few minutes to pitch what they had to offer. To stand out from the competition, we focused on providing authentic content, high-quality production, and quick delivery.


Welcome Video 2023

We boiled down all the bragging points Dining Services had into five minutes, following the YouTube trend of quick lists.


Preview Video

A brief introduction to UNT, Denton & Dining. We created this around the same time as Welcome Video 2022, but held launch until later. 


Welcome Video 2022

A more corporate, polished overview of Dining Serviced, targeting parents paying for their student’s college tuition.


Student Employment Ad

To keep things real, we interviewed real student employees and stitched together their raw footage to promote our on-campus jobs.


Preview Video

A brief introduction to UNT, Denton & Dining. We created this around the same time as Welcome Video 2022, but held launch until later. 


Welcome Video 2022

A more corporate, polished overview of Dining Serviced, targeting parents paying for their student’s college tuition.


Student Employment Ad

To keep things real, we interviewed real student employees and stitched together their raw footage to promote our on-campus jobs.

Dining Hall Tour Playlist

Since Eagle Landing was receiving plenty of guests a day, we needed to encourage people to try a different place for lunch. This playlist raised awareness about the other dining halls on campus and enticed guests with their tasty offerings.


Eagle Landing

With seven restaurant concepts inside Eagle Landing, we showcased everything it had to offer to encourage guests to try a less popular venue, such as Leaf.


Mean Greens Café

The first 100% plant-based university dining hall in the nation. Our challenge was to break the stereotype of vegan cuisine and showcase the benefits of plant-based diets.


Kitchen West

The first dining hall Certified Free From™ the Big 8 Food Allergens & Gluten in Texas. We wanted to show (and tell too!) that the food is not only safe but also flavorful.


Bruceteria

Want to skip the line for comfort food at Eagle Landing? Find your homestyle classics and the largest events, including Juneteenth and Cinco de Mayo at Bruceteria.


Champs

Sports nutrition focused, with a menu designed around performance. We wanted to show that our athletes’ favorite spot is open to everyone & worth the trip.


Kitchen West

The first dining hall Certified Free From™ the Big 8 Food Allergens & Gluten in Texas. We wanted to show (and tell too!) that the food is not only safe but also flavorful.


Bruceteria

Want to skip the line for comfort food at Eagle Landing? Find your homestyle classics and the largest events, including Juneteenth and Cinco de Mayo at Bruceteria.


Champs

Sports nutrition focused, with a menu designed around performance. We wanted to show that our athletes’ favorite spot is open to everyone & worth the trip.

Meal Plan Explanation Videos

Due to the large variety of options and policies surrounding Dining Services’ meal plans, we needed something supplemental to the brochure and webpage that would help guide individuals. We went for a “CrashCourse” route with the videos and broke down the explanation videos by audience/policy: one for first-time resident college students and one for everyone else.


First-YEar Students


Upperclassmen STudents

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University-localized Radio Ads

Vocalizing brand voice.

To align with their rebrand, UNT Dining Services asked us to craft new radio advertisements to play across campus for all in-house locations, new product lines and more. Complaints about the irritating quality of previous ads encouraged us to start from scratch, including with talent. The product was almost 50 ads that not only encompassed all Dining had to offer, but also represented the many voices within the department.

48
Ads

Goal:

Position UNT’s food as real and delicious—made from scratch with whole ingredients by professional chefs.


Ad No. 1

9
Freelance Voice Actors

Goal:

Create conversational ads that are influential in the background by selecting talent with various tones, ranges, and HUG/POC backgrounds.


Ad No. 2

1
Freelance Copywriter

Goal:

Increase awareness of locations, products and dining memberships.


Ad No. 3

The composition of freelance work, Orchestrated by student employees


Listen to All Ads

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Mean Greens Café 10-year Anniversary

0
+
Guests
50
Press Articles

Dallas Observer

Fox 4

NT Daily

WFAA

0
+
Deliverables

National Association of College and University Food Services

Silver Loyal E. Horton Award


Examine award book

Creating the Event

Logo
• Banners
• Menu
• Tray passing identifiers

Legacy & Visibility

Mean Greens Café skyrocketed UNT into becoming a national leader in university food service when it became the first 100% plant-based dining hall in the nation. With the dining facility’s 10th anniversary on the horizon, leadership saw another opportunity for national attention and reputation positioning.

Hover over each image to view deliverable list.

Goals

Craft a cohesive theme for Mean Greens Café’s 10th anniversary that emphasizes plant-first dining.

Raise awareness about Mean Greens Café and accessible vegan dining options on campus.

Position UNT Dining Services as a pioneer of forward-thinking, food-inclusive campus dining among other universities.

Honoring the History

Tomato curry recipe book
• Recipe cards
Hanging timeline
• Employee bios/feature
• Video

Promoting the event

Website content
• Digital slides
• Posters
Button pins
• Social media posts

Farm to Table Marketing

Like Mean Greens Cafe’s cooking process, our marketing efforts were completed entirely in-house. From kickoff to the event day, we had less than 1 month to pull everything together with only 1 full-time designer and a handful of part-time, student designers.

Curious to see the actual deliverables & project timeline?


View All Deliverables

Timeline


Web


Video


Book


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Mean Greens Acres Hydroponic Farm

Outside the Box

UNT’s hydroponic farm, Mean Green Acres, received funding for expansion to an additional freight container. As the container would be public facing, we needed to make it look nice and tie the farm to Mean Greens Café and Dining Services as a whole. This photo shows the farm prior to the wrap.


View Deliverables

Project Overview

Goals

 

  • Create a wrap that is subtle, and draws inspiration from farm-fresh leafy greens.
  • Improve awareness of sustainability efforts by the department with supporting signage
  • Complete installation prior to the MCURC conference start date

 

Limitations

  • 3 weeks for design, reviews, approvals, production and installation.
  • Government approval procedures with vendors meant negotiating with limited production options.
  • P-card limits and purchase order creation timelines further complicated negotiation leverage. Total Spent: $11,426.93
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Food Court Refresh

Breaking Daily Sales Records

$
0
Revenue after taxes
2160
Customers Served
< 5 Months after remodel*

*Though other factors such as the tireless efforts of food service staff, increasingly effective marketing, and a growing campus population also contributed to the Food Court’s success.

Objective

Increase Sales

Operating within a notoriously hidden location of the student union, UNT’s Campus Chat Food Court struggled with awareness for years—hindering sales even before Covid-19.  As part of a larger branding overhaul and to improve foot traffic, UNT Dining Services decided to refresh its internal brands and offerings—pushing to further differentiate the look of each storefront and the food court as a whole.

Awareness

Raise awareness of the Food Court location.

New Offerings

Promote new products exclusive to the Food Court.

Attractive Designs

Grow popularity of in-house brands with well-designed storefronts.

New

Clark Bakery

Storefront
• Logo Sign
• Menu
• 63 Identifiers
• Price Order tickets
• Business cards

New

Union Circle Fresh Salads & Sandwiches

Branding & Logo
• Storefront
• Logo Sign
• 2 Menus
• Price Sign
• Limited Time Offer Signage

Guest Satisfaction: Food Court Appearance

0
%
University of North Texas

Compared to

0
%
All Colleges Surveyed

Courtesy of the Fall 2022 NACUFS Customer Satisfaction Benchmarking Survey.

Percentages were based from 250+ UNT responses and 6,500+ national responses.

New

Soup & Pho Bar

Logo sign
• Price signs
• 25 Identifiers

New

Green Choice: Sustainable Takeout System

Branding & Logo
• Wrap
• Tote bag design
• Banners & POS print signage
• Video
• Webpage
• Digital Slides
3.5
Months
$
14
K+
Designed Pieces & Marketing
1.5
Full-time Designers

New

Kitchen West

17 Product Labels
• Merchandise display

Update

Sauté

Wall coverings
• Hanging and floor signage
• Menu
• 31 Kiosk item & modifier photos

30+

Deliverables


Project Overview & Management

Aesthetics

4 wall coverings
• Frosted door decals
• Directional signage
• Open top cold case strips

…and an alphabet-full of “we also need x, y, and z”

6 Hours signs
• 2 Updated menus for Mia’s Pizza & Flattop Grill
• Kiosk item and modifier photos for Mia’s Pizza & Flattop Grill
• Directional Signage
• $5 Specials for Mia’s Pizza & Union Circle

Production snafus, supply chain shortages & ends of fiscal year beat nobody :D. This hole-in-the-wall gem became a popular spot for made-to-order pasta and piping-hot soups.


View Deliverables

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Eagle Landing Grand Opening Event

Soaring Anticipation & Visibility

Modelled after modern food halls, Eagle Landing is a two-story university dining hall located in the heart of campus. Featuring state-of-the-art equipment and seven different restaurant concepts, the dining hall was set to serve over 6,000 guests a day. The facility and it’s eagerly awaited grand opening received press coverage and hundreds of visitors daily throughout the event. Strategic marketing riding that momentum, coupled with great food/service, cemented Eagle Landing as the busiest Dining Hall on campus.

Goals

Raise awareness about new dining location.

Bolster dining services’ reputation for cooking wholesome meals with state-of-the-art equipment and professional chefs.

Position Eagle Landing as as THE place on campus to eat.

Deliverables

Spice Flight
Promotional Items

7 spice blends with custom labels, a promotional hang tag, and 7 house-designed and -produced recipe cards.

Yard Signs

18 yard sign designs inspired by billboards. Made for the opening but debuted a year later. Even so, people loved them so much they were taken campus-wide.

Restaurant Guide

A sophisticated trifold containing a map of Eagle Landing and information about the various eats.

Along with…


  • Promotional Posters

  • Flyers + Floorplan

  • Decorative Banners

  • Hand-out Button Pins

  • Website Content

  • Social Media Posts

  • VIP Invitations

  • Digital Monitor Slides
  • And more (ex: reserved signage, photoshoots, etc.)


View Deliverables

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Branding & Product Launches

Due to a recent company rebrand, all subsidiary product lines needed to undergo a redesign as well. We rebranded Clark Bakery, created a new Verde Everyday brand to encompass 3 older brands, and crafted a new Lucky Break brand for the new candy products. With production slotted for a month and a half, due to print and delivery timelines from the vendor, designers had a month and a half to moodboard, design, and prep their files for print.

Goal 1

 

Associate UNT Dining Services with high quality and affordable cuisine.

Clark Bakery64 products; 4 label designs; 69K total labels for initial production
–
From a classic cookie to a sophisticated croissant, the Clark Bakery rebrand lent an upscale touch that better encompassed the talent and scale of Dining Services’ commissary bakery.Logo: BeforeLogo: After
Previous slide
Next slide

Goal 2

(Re)Brand product lines to align with the new parent logo and vision.

Verde Everyday101 products; 3 label designs; 82K total labels for initial production
–
From three separate brands to one, Verde Everyday unified the products that were always produced in the same kitchen—simplifying things for brand recall. Logo(s): BeforeLogo: After
Previous slide
Next slide

Goal 3

Increase awareness and sales of UNT-made, grab-and-go food items.

Lucky BreakBranding; 33 products and unique label designs; 16K total labels for initial production
–
Packaging bulk-bought candies and popping fresh popcorn, Dining Services started an entirely new brand with fun colors, large texture files and custom illustrations—not typically seen with their other product lines.
Previous slide
Next slide

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Full-time Job Hiring Campaign

In 2022, UNT Dining Services had many open positions with almost no job applicants.

Our challenge: No one was applying, and we were restricted from posting on Indeed and LinkedIn.

Analysis I

Job Post In-visibility

Originally, UNT’s Dining Services department relied on the generalized, university HR website and Indeed.com for recruitment.

When bureaucracy prevented them from using Indeed (and LinkedIn too), their job postings stopped receiving applications. 

Targeting the job seeker

Rather than waiting for job seekers to find us, I proposed and implemented a solution that would both solve the job bulletin predicament and allow us to target potential applicants directly. 

 

My English and Spanish Google Ads campaign increased our reach within DFW and was highly successful.


View Report

Google Ads Campaign

Direct Contribution

0
%
CTR
0
K
Impressions
$
0
CPC
0
%
of web traffic to /careers landing page

View Report

0
%
of web traffic to /current-openings page

Analysis II

Obscure Information

Food Service professionals may not typically scour a university’s general website for jobs.

But the few that did were likely discouraged by a poor information architecture, lacking UX design and verbose copy—having to go through multiple lengthy pages for the information they were seeking.

Compiling the details

I built a /careers webpage dedicated to Dining Services careers containing only essential information and means to apply. 


Examine Webpages


  • Direct links to all open position applications

  • Anchor tags linking to benefits, drop-in interviews and more

  • Information and contact information for Spanish-speakers

Web Content

Direct Contribution

0
K
pageviews to /careers

Examine Content

5
K
pageviews to /current-openings

Analysis III

Low Awareness

The department had historically done little to promote full-time vacancies, having been able to rely upon internal connections and recommendations.

 

However, during the great resignation, many established staff members left and along with them, their network.


View Deliverable Solutions

Spreading the word


  • General: On YouTube and social media, we posted a video of employees discussing their favorite perks and parts of the job.

  • Discount-seeking college students: Our team broadcasted digital slides across campus TV monitors touting tuition benefits.

  • Traditional job seekers: We created a standing banner, business cards and an informational brochure to entice potential applicants at recruitment fairs.

Project Management


View All Deliverables

Video


Social Media


Brochure