Third Eye Perspective
New Marketing Plan2/9/10
Assurance Advertisement
Jordan Reiner, Kali Morgenstern, Patrick Stecker, Hayley Hansen, Cody Vidmar
THINGS REMEMBERED
Knucks Advertising Co.
Things Remembered
Senticorp
The Assignment
14-18
Primary and Secondary Research
Campaign Budgeting
Creative Concept Results
Develop Creative Concepts
Creative Brief
Analyze Results
Primary Research
Secondary Research
Competitive Overview
Unit Count 2009 Sales VS 2008
Arby’sWendy’s
McDonaldsBurger KingChick-fil-aTaco Bell
Sonic
3,591 -8.1%
6,600 0.2%
13,870 2.8%
7,500 -2.5%
1,400 N/A
5,152 0%
3,500 -5%
Secondary ResearchKey Teen Trends
1. Supporting the troops
2. Cutting costs
3. Going green
4. Healthy food
5. Limited time offers
6. People eating in (cocooning)
7. Supporting charities
8. Technology driven
9. Watching T.V.
10. Reading magazineshttp://www.globalhrnewscom/story.asp?sid+598
Target Audience
Demographics
Psychographics
SWOT AnalysisS trengths - Value menu, Curly fries, Logo
W eaknesses - Customer Awareness, Store Locations, Thin meat, Breakfast menu
O pportunities - Healthier meals, secondary teen market, addition of chicken items to advertise, fresher products going into food
T hreats - Healthier QSR’s that promote low calorie menus/meals, better value pricing by competitive set
Primary Research
FOCUS GROUPS METHODOLOGYCuyahoga CountyPortage CountyGeauga CountyScreener distributed to all
participants
Primary Research
- Tasks included:
Screener development
Discussion guide development
Focus group moderation
Focus group results and implications
Round one: Arby’s positioning
Focus Group Question I
Which fast food restaurants do you like the most?
0%
10%
20%
30%
40%
50%
Wendy’s Arby’sBurger King
McDonalds
How often do you eat fast food per month?0 4 8 12 16
Once
Twice
Three times
4+
Focus Group Question II
WHAT SOURCE ONE USES TO PURCHASES A GIFT.
12% use the internet
0% use a catalog
88% use the mall
Brand Positioning Statement
When teenagers come into Arby’s, they will have a satisfying experience.
“New fresh foods, at a new fresh price.”
❖
Brand Positioning Statement
To be the destination for trendy gifts and fun custom engravings that creates personal and lasting memories.
Brand Positioning Statement
Brand Promise
Brand World
Brand Corridor
CREATIVE BRIEF
Significant Personable Sophisticated Touching Celebrate Everlasting
T I M E L E S S Cute Love Convenient Legit
Making Memories
Tone
Colorful & exciting, while having precious, sentimental qualities
Primary Research/Intercepts
- Tested creative for:
Preference
Likeability
Believability
Suggested creative enhancements
Round two: One on One Interviews
Creative Concept Development
MAGAZINE AD
Prehistoric Pals
Prehistoric Pals as:
Television commercials
Web banners
Plush dolls
Point of Purchase ads
Prehistoric Pals throughout the year
Nerd Taste Bud Party
BBF Basketball
Point of Sale
Budget
Medium Program Cost Frequency and Reach Total Cost
T.V.T.V.
InternetInternetInternet
Coupon
Sponsorship
YouTube Viral Posting
Family Guy $163,000F-1X
R-N/A $163,000
Law & Order SVU $100,000F-1X
R-N/A $100,000
ESPN online $350,000F-15
R-84mm
$350,000
Online banners $10/1000 F-15R-84mm
$200,000
Facebook $15/1000
F-15R-84mm
$37,000
Guerilla pass-out $40,000F-1X
R-500,000 $40,000
High school sports sponsorship
$100,000F-4X
R-15,000,000 $100,000
YouTube $10,000/2 videosF-1X
R-400,000 $10,000
Thank You