I’d want Saint James to be available in a few key spots that are already central to student life and easy to access on and around campus. The biggest one would definitely be McLanahan’s. It’s already such a go-to for Penn State students for quick runs and last-minute essentials, so having Saint James there would make it incredibly convenient for students to grab without having to plan ahead. It would also naturally fit into the social, on-the-go lifestyle of the student body. Beyond that, I’d also look at other high-traffic convenience and grocery-style spots around State College where students regularly shop or stock up for weekends and tailgates. Places that already serve a lot of foot traffic from students would be ideal, because it keeps the brand visible and easy to integrate into everyday routines. The main idea would be accessibility — if Saint James is something students can easily pick up on their way to a tailgate, a pregame, or a small get-together, it becomes part of the routine instead of something they have to go out of their way to find.

I’d focus on student organizations that already bring people together and have strong social reach across campus. For example, I’m a member of Delta Gamma, so that would be a natural starting point — whether it’s incorporating Saint James into chapter events, formals, or philanthropy-related gatherings where there’s already high attendance and engagement.

I’d also partner with Women in Business, since it’s a large, active organization that hosts professional and social events. That’s a great opportunity to position Saint James in a slightly more elevated, lifestyle-oriented setting while reaching a wide network of driven students.

Another key group would be Penn State Panhellenic, which connects multiple sororities and gives access to a broader community. Through Panhellenic-wide events or collaborations, I could help scale awareness beyond just one chapter and create more campus-wide visibility.

Overall, I’d prioritize groups that are highly social, well-connected, and host consistent events — so Saint James becomes a familiar and expected part of the campus experience rather than a one-time appearance.

I’d build on something I’ve already seen work really well, I helped plan my sorority formal where we had Saint James set up for everyone, and it was a huge hit. People were genuinely excited about it, and it added a fun, elevated feel to the event without trying too hard. That experience showed me that the best activations don’t feel like marketing, they feel like something people already want to be part of.

With that in mind, I’d focus on integrating Saint James into the social moments that already define campus life rather than forcing a standalone event. Tailgates would be a big one: setting up branded coolers stocked with Saint James, offering it as a go-to drink option while people are hanging out before games. I’d also bring it into sorority formals, chapter meetings, and club events where there’s a built-in audience and a social atmosphere.

To make it more engaging, I’d incorporate light branding touches like merch giveaways (hats, cups, tote bags) and maybe a simple photo setup so people can take pictures with their drinks. That way, it naturally ends up on social media without feeling forced.

To make sure people actually show up, I wouldn’t rely on one big push, I’d create consistency. If people start associating Saint James with the best, most social parts of campus (tailgates, formals, group events), it builds recognition and demand over time. I’d also collaborate with different student organizations to cross-promote events and use group chats and Instagram stories to spread the word in a way that feels organic.

Overall, my approach would be: meet people where they already are, make the product part of experiences they enjoy, and keep it consistent so it becomes something people expect and look forward to.