propelling the chipotle brand forward - lynseywinters.com filedown the street past chipotle. my...
TRANSCRIPT
Propelling the Chipotle brand forward
Today’s TeamLAKESHORE LEAGUE PR
Madison Bond Lynsey Winters Ashlyn Pierce Alexia Guzman
Briana McNulty
STEP BY STEP ORDER
Introduction The Ask Our Approach Research The Target
Goal, objectives, and strategies
Plan Execution Analysis of Success Factors
Previous Clients and Projects ★ Social media campaign titled #icomefrom★ Campaign honored the company’s origins in Florida★ customers shared pictures on social media showcasing their
origins, went viral
★ Partnership with Vine stars the Dolan Twins★ Launched miniseries tutorials on how to make easy, fun meal
using Whole Foods products★ Increased social media engagement among Millennials
★ Increased social media chatter by 15% following the premiere of “What Is Under My Skin”
★ Lead up to event honoring burn victims and their stories★ “What truly matters lies underneath the surface”
Brand Reputation -alleviate the public’s perception of Chipotle following the recent outbreaks
-regain consumer trust
Customer Abandonment -win back lost customer base
-understand wants/needs of these customers
-change brand reputation among target
90 Days -90 day communication plan
-social and digital strategy
-visual content driven
-event with national reach but local impact
Health & Safety-generate positive media headlines with a focus on health and safety
-demonstrate Chipotle’s developed health guidelines
WHAT YOU TOLD US
➔ Reputation recovery◆ Speak to older Millennials that
have lost trust. ➔ Health & Safety
◆ Prove Chipotle is fresh ➔ National event
◆ Hold a nation wide event with local influence.
➔ 90 day communication plan ◆ Develop a campaign infused with
visual content ◆ Engage audience via social
WHAT WE HEARD
Host: Lakeshore League PR Date: 08/16-10/16
Items ordered:
(1) Reputation recovery
(1) Health & Safety
(1) National event (1) 90 day communication plan
Budget Total $2 million
THE FRESH FOOD TREND
79% of Millennials have visited a fast casual restaurant in the
prior month
53%of consumers are working on eating a well-balanced diet, especially
at restaurants
61%of Millennials say they are trying to eat healthier
Millennials and Fresh Food ➔ From 2003-2013, the consumption of fresh foods grew by 20% to over
100 billion eatings ➔ Millennials as the generation to spearhead this trend➔ When it comes to food service, Millennials prefer fresh ingredients and
freshly prepared items ➔ Menu items that are made to go and can be customized prove most
appealing ➔ Triple threat: fresh, simple, & healthy
...with a side of competitionwhat we’re up against
Fast food chains are joining the trend and adding to the menu in order to meet
millennials’ demands
“Food as it should be” “See what’s fresh at a Wendy’s near you”
Now offers fruit smoothies and “fresh” salads
Overarching
Alarm goes off at 6:45. I shower, brush my teeth, put on my suit, and I’m out the door by 7:30. I manage to beat the morning traffic and I’m unusually early for work. The day is filled with back to back client meetings and I don’t even notice it’s lunch time until the office is too quiet. I walk down the street past Chipotle. My mouth waters thinking about my regular burrito bowl with brown rice, sofritas, mild salsa, corn, lettuce, guac, holding the sour cream and cheese. I don’t know if I can trust Chipotle again. So instead I settle for a flavorless soup and salad combo to go and head back to the office. The rest of my day is productive and I meet up with my friends for our softball game and end the day at our local hangout.
Opportunity
INTRODUCING...
“Hold The Sour Cream” Sam
Sam is successful in the workplace,
but when it comes to lunch breaks
he’s stuck between a rock and a
hard place. The grilled chicken at
Subway just doesn't cut it, and he
doesn’t have time for gourmet. He’s
trying not to let stress eating get
the best of him. He wants to go
back to Chipotle, but isn’t too sure
how fresh they really are. This is
the guy ordering a meal with no
tortilla, brown rice, and a diet
coke. Don’t forget to hold the sour
cream!
SAM I AM
ATTRIBUTES★ Adult male in his late 20s who is outgoing
and active.★ Works in an entry-level position while paying
off student loans, so he doesn’t have that much disposable income
★ Body conscious, but also enjoys a good meal★ Always on the go, and likes to be time
efficient in everything he does
Activities
WHERE SAM ENGAGES
Unlocking Sam’s Sphere of Influence
“I may appear to be fit, but that’s because I’m trying really hard on my appearance. My colleagues know
that I monitor my health, but still enjoy a good meal, so they always come to me for the good food spots. It’s been
pretty tough without my old reliable”
friends
family
co-workers
fit celebrities
bosses
neighbors
The Comeback
GOALS
gain back consumer
trust
Increase consumer
engagement and retention
increase, solidify
reputation of being freshfast
healthy
OBJECTIVES
Increase positive media attention by 20%
Increase social media presence by 15%
Use main event to reestablish trust with consumer while gaining positive media attention from news outlets
Establish a strong social media presence to engage with target consumers
Generate positive buzz using influencer and their public outreach
STRATEGIES
1stSocialMedia Tactic
#OdetoBurrito
❏ Influencers will kick off social media campaign by sharing a mock letter to their Chipotle order
❏ Entice customers to join the movement and write/share their own orders and what they miss about Chipotle
#OdetoBurritoBowl
AN ODE TO
burrito bowl brown rice hold the beans add chicken, mild
salsa, corn, extra cheese, but hold the sour cream please
I just simply miss you. I miss the way you melted in my
mouth. You were always there for me, until that fateful
day. Now I just am too afraid to go back, to trust you
again. I miss your spicey kick. I want to be able to eat you
again and to know that it’s safe for me to consume your
deliciousness. Please get well soon and prove to me that you
are in fact the safe, fresh, healthy go to I can always count
on.
INFLUENCERS
Elliot TebeleWill kick off #OdetoBurrito
8.8M Instagram followers
Witty humorEasygoing Engaged social following
JI
MMY
TATRO
-Youtube personality-2.4M subscribers-Grown Ups 2 & 22 Jump Street -442 K Twitter followers
The Ultimate Goal
Jimmy Fallon->#OdetoBurrito featured on the Tonight Show->Shed light on the lighthearted, humorouspersonality and tone of the campaign
2nd SocialMedia Tactic
#FreshComeback ...coming (back) October 22nd
#FreshComeback will surface leading up to the revelation of the main event
Chipotle social media accounts will generate buzz by utilizing the hashtag with hints as to what #FreshComeback entails
People can share #FreshComeback hashtag mentioning the fresh Chipotle ingredients and food options they love for a chance to win free Chipotle
The Main
Attraction
Fresh Chipotle on the Block
OCTOBER22nd
BLOCK PARTY EVENT Join us and your closest friends for our one day nationwide event!
Chipotle will shut down the block in your neighborhood for a day and cater free food and drink during the block party.
People can use the hashtag to say what type of events they want to see at the block party. The hashtag can also be used on the day of the event for people to send in pictures at their event and a lucky winner would be selected to win free Chipotle.
GENERATE BUZZ ABOUT THE EVENT
➔ Release an invitation by mail and online➔ Place invitation as advertisements on billboards, public
transportation, and social media ➔ #FreshComeback will be used to promote the nationwide
block party event via social media platforms ➔ Use media influencers to tweet their personalized invitations
to the event
11:30 AM Gates open
12:00 PM Margarita bar opens
1:00 PM Lunch -Burrito eating contest -Learn to make your own guacamole
1:30 PM Block Party activities ensue
2:00 PM Local cover band performs, does own #OdetoBurrito skit
2:30 PM Lunch ends; Margarita bar closes
3:00 PM Block party comes to an end
Chipotle Presents…..Fresh Chipotle on the Block
October 22nd 2016
Custom snapchat geofilter will be sponsored by Chipotle
Snapchat news story of Fresh Chipotle on the Block will feature a live feed of the local block parties around the nation
ON THE BLOCK
fresh
MEDIA RELATIONS
★ Trend tweet #FreshComback the day of the event ★ Get influencers to engage with the hashtag and attend their local Chipotle
event. ★ Pitch to local news stations to get them to attend Fresh Chipotle on the
Block and report a news segment describing the event’s success
Social Media/ Media Relations Overview
❏ #OdetoBurrito gets people talking❏ Have influencers say their #OdetoBurrito❏ #FreshComeback comes out with the block party invitation❏ Tweet #FreshComeback with all the reasons why you love
chipotle for a chance to win free chipotle for a year❏ Block party; media influencers, news stations, interactive tweets,
Snapchat live story
Launch#OdetoBurrito
1st media influencer
2nd media influencer
JimmyFallon
daily social media post
#FreshComebackContest kickoff
Mail invites toevent
daily social media post
MAIN EVENT
Contest winner announced
Aftermath analysis
daily social media post
SUCCESS FACTORS ➔ Monitor mentions via social media platforms
○ How much are users engaging with Chipotle? ○ How often are they engaging? ○ How many times was the #FreshComeback
used? ○ Were influencer outreaches effective?
➔ Measure success rate of positive media headlines ➔ Analyze consumer engagement and retention
Thank You