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Example of a media relations plan for the expansion of a popular burger chain.
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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
Turn in your name for the raffle!
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?
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