I'd focus on independently owned spots on Marshall Street where students already go. For example, Mr. Pickle for sandwiches, College Town Bagels since every student goes there, Salt City Coffee as the most popular coffee spot, Varsity Pizza for late night/ quick bites, plus convenience stores. These are realistic to approach as a brand ambassador since they're independent, and not locked into Syracuse dining contracts. The strategy connects to welcome week. After students try Saint James at pop-ups and see it on social media, they'll recognize it when they're buying drinks at places they already shop.

I'd work with athletic teams/athletes since they have a real influence and refreshment fits naturally with what they do. Sororities are huge for social content and events where Saint James can be part of. Through my Newhouse connections and Syracuse's creator economy, I can tap into communications students and content creators who need real brands to work with. The student newspaper gives me both advertising space and opportunities for features. I'd also go after student government, cultural organizations, and club sports. Essentially any group with events and audiences where Saint James makes sense. The idea is hitting as many organizations as possible by making it worth their while. Provdiding them with product, content opportunities, and partnerships that benefit both sides.

During syllabus week, I'd execute a series of strategic pop-ups distributing St. James branded school supply kits. They would contain notebooks, pens, stickers, and Saint James beverages. Each kit includes a map showing all pop-up locations and times throughout the week, allowing students to follow along and spread the word.Through my connections with people who work with athletes and campus micro-influencers, I'd send them kits first. I'd also utilize my advertising professors' advice and Syracuse's creator economy. When they post about their "survival kits," it generates immediate buzz and drives students to seek out the pop-ups.My student newspaper connection would also run ads with the full week's schedule and promotions, utilizing my small budget to promote the event.I'd target locations where I know students would be from my years of experience. The quad at lunch, outside the gym post-workout, student center between classes, dining halls. At each stop students scan a QR code to enter a challenge.They would also be encouraged to post their best syllabus week moment with #StJamesSillyWeek, and the best posts win merchandise/products.QR tracking measures engagement. The contest generates user-content. The combination of influencer promotion, strategic timing, and the kits ensures consistent turnout during the week. Students get something they actually need, and Saint James becomes part of their year from their first week on campus.