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