media relations plan: corporate branding

Corporate Branding

Angelina Fanous

Chi-Chi Millaway

Irene Cheung

Yana Demiyanova

Yoo Jin Chung

Agenda

• Situation analysis• Goals• Objectives, strategies, and tactics• Key messages• Target media and audiences• Metrics• Timeline• Budget

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Situation Analysis

• Founded by Jerry Murrel – family friendly• Philosophy: Focus on a few items and

serve them to the best of our ability• Positive reputation

• Strong East Coast presence• Intends to expand across West Coast

“At Five Guys, we don't like to talk about ourselves very much. We

would rather focus on making burgers”

1986: First store opens in Arlington, VA

2001: Five locations now open in DC

2002: Franchised in VA and MD

2003: Franchised across U.S.

2009: 450 location in over 30 states

“We have a simple menu, and want to serve great burgers

in a clean and friendly environment with very little fuss”

SWOT

Strengths- Well known in current market- Positive reputation- Strong product: Numerous awards- Health conscious: Fresh ingredients- Successful franchising history

Weaknesses- Crowded market- Limited product offering- Perception: Unhealthy food- Late to WC market- Brand is not recognized on WC

Opportunities- Expand franchises across WC- Build a strong national brand- Prove our value and food quality- Provide a healthy, customized burger

Threats- Competitive marketplace- No consumer loyalty- Healthy food trend- Calories published on menus

Goals

• Be the world’s best burger franchise

• Expand Fives Guys locations across the U.S.

Objective 1

To create enthusiasm for Five Guys among target audiences and

key influencers

Create Enthusiasm

Strategy 1: Generate recognition of Five Guys as a leader in the burger community

• Social media outreach– Hamburger

Today.com– Roadside

Burger Blog

• Taste tests

– Focus groups– Local schools

• Pitch local media

– Fresh ingredients– Custom menu– Vegetarian options

Tactics

Create Enthusiasm

Strategy 2: Position Five Guys as a family burger place

Tactics• Community outreach

– Presence at carnivals, street fairs, and local festivals

• Flyers at schools and community centers

• Family outreach– Leverage family discounts– Share family experience stories on website

Create Enthusiasm

Strategy 3: Proactively communicate with West Coast consumers to build a community presence

Tactics• Share customer stories/experiences on

Facebook and Twitter– Develop a Facebook page– Build a Twitter following

• Support local organizations– E.g. Charities or school sports teams

Objective 2

To generate brand recognition innew markets on the West Coast

Brand Recognition

Strategy 1: Provide brand and relationship-building opportunities

Tactics• Position CEO as an industry expert

– Secure exclusive interviews – Offer desk-side briefings– Create a CEO blog to engage audiences

• Attend local events– Booths at community festivals

• E.g. SF Festival, Fisherman's Wharf, or Ghirardelli Square– Industry conferences

• E.g. California Restaurant Industry Conference

Brand Recognition

Strategy 2: Change the perception of Five Guys as a purely East Coast burger franchise

Tactics• Pitch “formula for success” to West Coast media outlets

– E.g. Smithsonian (food & think blog), LA Times food critic, SF Gate

• Seek endorsements from local influencers– E.g. Local celebrities and politicians

• LA Mayor Villaraigosa or San Diego Mayor Sanders

– Transforming beyond an east coast burger image– Follow their formula for success

• Leverage local events– E.g. Cookout to create the best West Coast burger combo

Brand Recognition

Strategy 3: Increase awareness of Five Guys’ healthy vegetarian options

Tactics• Support health awareness

– Post nutrition cards in all locations

• Launch “5 Vegetarian Guys” website– Include a how to on customizing your own veggie burger

• Participate in community events – E.g. MeatOut 2010 or Veggie Pride Day

• Blogger outreach – E.g. Veggieboards, Vegcooking, or Westcoastchoppers

• Pitch trade magazines– E.g. The San Francisco Vegetarian Society or SoCalVeg

Objective 3

To entice first-time consumers to experience

Five Guys

Entice Consumers

Strategy 1: Educate consumers about the quality and affordability of Five Guys

Tactics: • Issue press releases about new Five Guys locations

– Distribute press kits to key influencers

• Invite consumers to grand opening events– Leverage discounts, coupons, deal of the month, etc

• Post Q&A and fact sheet in restaurants and on website

Entice Consumers

Strategy 2: Achieve positive recognition from key influencers Tactics• Seek third party endorsements

– Celebrities– Nutritionists

• Pitch key influencers– Irene Virbila - LA Times food critic– Linda Burum - LA Chowhound writer– C. Thi Nguyen – Chow.com reviewer– Southern California food blog writers

• Seek word-of-mouth endorsements– Run contests for consumers/fans who can get the most followers

on Twitter Microblogging sites, e.g. Goggle Buzz

Entice Consumers

Strategy 3: Increase awareness of Five Guys’ customizable menu

Tactics• Showcase inspiring menu concepts on website

– Customers submit favorite Five Guys recipes

• Issue a burger-a-day newsletter– Over 250,000 ways to order a burger

• Leverage coupons to generate a list of target audiences

Press Release:

Five Guys Expansion

Pitch Letter:

Burger review

Frequently Asked Questions:

Posted to website

Key Messages

• Five Guys makes high quality, tasty burgers

• Fives Guys offers variety and affordability

• Five Guys is a family friendly US burger franchise

Target Audiences and Media

Parents & families

Burger lovers

VegetariansPotential franchisers

Burger blogs:- Roadside burger - California burger- Burger today- WC chopper

Parenting magazines-California Coast Parent

Restaurant/Consumer blogs:-Food.plainjane or LA.foodblog

Vegetarian blogs:- California vegan- Quarry girl- Happy cow eats

Mainstream media (newspaper and magazine) food critics:- Irene Virbila at LA Times- Tara Duggan at SF Gate- Jonathan Gold at LA Weekly Magazine

Trade media:- Merry Edwards at California Wine and Food Magazine - Phil Jensen at Food & Home (SoCal’s Lifestyle Magazine)- Cheryl Koehler at Edible East Bay Magazine

Metrics

Brand tracking via Echo Research- Survey consumer awareness of brand- Focus groups regarding consumer brand perception

Media monitoring via BurrellesLuce- Track share of voice- Number of articles/key messages published- Estimated audience

Monitor/track social media- Number of follower via Twitter or Facebook Lexicon- Unique visitors to website via TrendRR- Comments on blogs and consumer websites via BackType

Track consumer response- Sales comparison via competitive analysis-Consumer complaints and comments via focus groups and surveys

Timeline

Initial Publicity

-Social Media Campaign

-Send out pitches and press releases

-Conduct CEO interviews

-Participate in community building

events

Ongoing Media Relations

-Build relationships

-Continued social media presence

-Seek endorsements and positive reviews

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

Grand Opening

-May 1 – Start of National Hamburger Month

-Grand opening party with press releases, press kits, and media coverage

Evaluation

-Evaluate initial publicity campaign immediately after grand opening

-Evaluate ongoing media relations campaign every 3 months, adjusting messages & strategies as needed

Budget

Item TotalEvents (grand opening, $20,000*15) 300,000Printed materials (release, newsletter, flyers, press kits) 175,000Website 50,000Social Media 30,000Outreach (sponsorships, contests) 150,000Conferences 75,000Travel 20,000Media Training 50,000Brand Tracking 150,000Media Monitoring 150,000Consumer Tracking (focus groups, surveys) 75,000

TOTAL $1,225,000

Desired Outcomes

• Dominate market share in West Coast • Ranked in top five of West Coast burger places within a

year, ranked number one within three years

• Have 100% of media contains key messages

• Open five new franchises each in Oregon, Washington, and California within the first year

• Open 15 new franchises in each state within three years• Have 50% of the new West Coast franchises in the black

within three years

Questions?