biscuitville campaign presentation · meet danny profile: danny is a junior at alamance community...
TRANSCRIPT
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Biscuitville CampaignPresentation
The G.H.A.M.A Agency
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The G.H.A.M.A. Agency
AllyDunne
Strategic Planning Co-Manager
Harry Evans
Strategic Planning Co-Manager
Morgan Glucksman
Creative Director
GabyMcCluskey
Tactical Planner
Amanda McMahon
Research Director
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Taking your order
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Taking your order...
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Meal Prep
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What factors do you consider
when choosing a restaurant?
1) Availability of Healthier Options
2) Quality of Ingredients
3) Location 4) Price
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Survey Results
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What Words do you Associate with Biscuitville?
Processed (89%) vs. Fresh (11%)
Expensive (45%) vs. Affordable (55%)
Out of the way (85%) vs. Convenient (15%)
Nutritious (1%) vs. Unhealthy (99%)
Low Quality (91%) vs. High Quality (9%)
Survey Results:
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Focus Group
Social Media Analysis
In-store Intercepts
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What do we want our campaigns to achieve?
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Inspire peer-to-peer marketing action and
behaviors
Now Serving:
Transform Biscuitville into a symbol of Southern Pride
Make local more than just ingredients through local
brand and charity partnerships
Ignite two-way conversation with
consumers through digital brand presence
Our Goals
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18-24Generation Y/Z
Male and FemaleLow to mid
socioeconomic status
Students and part-time workers
Meet our customers:
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Emotionally attachment to devices
Values acts of charity
Following shift towards healthy & organic foods
Trial Receptive
Customer Psychographics
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Meet Danny PROFILE:
Danny is a junior at Alamance Community College, works part time at a local gym and
loves playing soccer.
Danny is a Marketing major and loves social media. In fact, he runs the social
media accounts at the Alamance Community College student newspaper.
Danny loves to swing by local quick service restaurants like Biscuitville for a quick
sandwich and a coffee on his way to work or school.
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Creative Concepts
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Creative Concept #1
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New. Fresh. Southern. In a nutshell
Biscuitville prides itself on its Southern roots and authentic southern cuisine.
In order to keep up with the ever-changing culture, as well as Biscuitville’s most recent updates, New. Fresh. Southern. sparks
engagement amongst Biscuitville’s target consumers by encouraging Gen Y/Z to redefine what Southern Pride means to
them and align their values with the Biscuitville brand.
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New. Fresh. Southern. Social Media Concepts
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Question:What is an interactive way that we can educate our customers about
our use of locally sourced ingredients?
SOLUTION: Mystery Coupons!
Limited to one coupon per purchase
Exp. 6/17
Limited to one coupon per purchase
Exp. 6/17
One free sandwichthat contains a locally
sourced ingredient
$1 off your next breakfast
sandwich that contains our
locally sourced sausage
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New. Fresh. Southern. Tailgate Event● Local vendors with Biscuitville
partnerships● Samples of Biscuitville Specialties
○ Restaurant open for people to go inside and purchase food● Live Entertainment● Sauce competition
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New. Fresh. Southern. Timeline
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New. Fresh. Southern. Budget
Snapchat Filters $60,000
Mystery Coupons $1,300
Total Budget for New. Fresh. Southern. Tailgate Event $80,000
Instagram Sandwich Competition Ads $75,000
Radio Spot for WDCG (Top 40) $7,191
Radio Spot for WDRU (Classic Country) $7,191
Total: $230,682
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Creative Concept #2
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CampusVille In a nutshell
CampusVille focuses on engaging local college students with the Biscuitville brand.
Students live a fast-paced, stressful life between balancing homework, a social life, and career development. Positioning
Biscuitville as a casual student-oriented brand reaches our target audience and will effectively brand the restaurant as an extension
of college campuses in the community.
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CampusVille Mobile App
★ Mobile payment
★ Rewards tracker
★ Biscuitville updates and promotions
★ Menu & nutrition info
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CampusVille Social Media Mood Board
#CampusVille
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CampusVille Student Media Press Kit
20% off your next Biscuitville purchase
This coupon is redeemable at all Biscuitville locations but will expire 6/17. One coupon purchase.
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CampusVille Student Ambassador Program
Peer-to-peer marketing
Develop marketing plan
Plan CampusVille event#CampusVille
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CampusVille Timeline
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CampusVille BudgetSpotify Ads $60,000
Campus Ambassador Marketing Budget $28,000
Paid Campus Ambassador Facebook Ads $10,000
Paid Student Rewards Instagram Ads $75,000
Game Day Coupons $15,000
Press Kits + Press Event $2,000
Indeed Campus Ambassador Listing Free
Snapchat Filters $60,000
Total: $250,000
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Inspire peer-to-peer
marketing action and behaviors
Ignite two-way conversation with customer through
digital brand presence
Transform Biscuitville into a
symbol of Southern Pride
Make local more than just ingredients through local brand and charity
partnerships
=
Measurements
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You’ve been served!
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Questions?