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April 24, 2012

Fuddruckers

Media Planning

Professor Larry D. Kelley

Omni-Pres Media Group

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Fadi Moughnieh . Rohit Kaul . Chris Bravo . Angel Gonzalez . Travis Crowe . Mariam Dashtabadi

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O: Sports Pay-per-View availability, Foursquare discounts, Community

sponsorship and participation. new communication technologies.

SWOT Analysis Strengths, Weaknesses, Opportunities, Threats.

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Overall Objectives

Reach 70% of target market during campaign introduction. Raise top-of-mind awareness

by infusing generation Y adults with the Fuddruckers

message.

Erase the “old-timey” feel of

Fuddruckers while ushering in an

innovative sports oriented

atmosphere to raise brand awareness

among the millenials.

Increase sales among the younger

audience while offering tasty and

exotic burgers and enjoying a variety of drink combinations.

Marketing Objectives Advertising Objectives

Media Objectives

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*U.S. Restaurant Patronage Breakdown

Geography These figures represent 579,102 restaurants in

the U.S. in 2010.*

Full-service establish

47% of the total

273,258ments

QSR (quick service

restaurants)

53% of 304,844

Independents

54 of the total 311,694

Outlet chains round out the

remaining 46% of 267,408

Percentage of growth in restaurant sales during 2011: North Carolina - 4.2%; Idaho - 4.0%; Virginia - 4.0%; Florida - 4.9%; Texas - 3.9%

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Seasonality Analysis:

Over 50% of the survey participants eat out the most during dinnertime (5-9p.m.). The second most popular time is during lunch (11a.m.-2p.m.). The

calendar year will represent our advertising platform

In a recent survey of 1,200 U.S. consumers, the Chicago-based foodservice consultancy Technomic found that the vast majority (85%) said they eat

burgers once a month or more, while only 6% say they never eat burgers. Other resources utilized from Technomic render numbers for the CPI percent; change in per measures the average change over time in the prices paid by

urban consumers for a variety of consumer goods and services.

Among the more interesting findings in the two burger reports:

Significant differences were found in burger preferences and consumption behavior based on gender, age, region, ethnicity and income.

Heavy burger users, those who eat burgers once a week or more, make up the

largest burger user category (44%); this group skews toward young consumers and those in the South and Midwest.

The dynamic burger category continues to be dominated by limited-service restaurants, which represent 33% of U.S. LSR (limited service restaurant) sales. Within the nearly $59 billion burger category, the Top 25 limited-service burger

chains held roughly 97% of the market—and  the  Top  3  (McDonald’s,  Burger  King  and  Wendy’s) accounted for nearly 75% of LSR burger chain sales.

The campaign will run through February and

December of 2012 with the introductory period spanning

from Jan-March and the sustaining period from Nov-

Jan.; Monthly sales of full-service restaurants based on

a 3 year avg. according to Technomic Inc. are as

follows:

Jan - 8%;

Feb - 7.9%;

Mar - 8.6%;

Apr - 8.4%;

May - 8.9%;

June - 8.5%;

July - 8.7% ;

Aug - 8.7%;

Sep - 7.7%;

Oct - 8.3%;

Nov - 7.8%;

Dec - 8.5%;

The most popular occasions for dining out are birthdays (self,

spouse, child, etc.), followed by Mother’s Day and Valentine’s

Day.

Over 50% of the survey participants eat out the most

during dinnertime (5-9p.m.). The second most popular time is

during lunch (11a.m.- 2p.m.).

The calendar year will represent our advertising

platform.

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Target Definition:

18-34 year old males and females who crave a unique burger experience:

1. Houston, TX, USA

2. Austin, TX, USA

3. San Antonio, TX, USA

4. Washington, DC, USA

5. San Diego, CA, USA

The Millennials

Chili’s

Five Guys

Fuddruckers

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Meet “Ashley”

National Target Market Personification.

Women are not only the purchaser, but also the purchase influencer to their friends and male counterpart. The personification of women will also take into account a health-minded approach of the female

gender.

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National Strategies

NATIONAL PLAN

We will utilize social media as a method of integrating millennial into the fabric of Fuddruckers.

By altering the atmosphere we will bring in sports loving adults to

enjoy a good meal and a good time.

To generate brand awareness and loyalty, Fuddruckers will seek to

engage the customer by offering incentives for participating in a QR

(quick response) check-in program. In addition, the

scan would take you to an application download, similar to the BuzzTime program, which would track your score. The

resulting high score could pay off in a Fuddruckers

gift card.

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*These individuals (rows) go out to eat 4 or more times a week with said group.

TELEVISION ($1,125,000)

For television, we have designated three networks that would best suit the target market of 18 to 34 year olds: ESPN, FOX, and CBS College Sports.

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DIGITAL ($500,000)

SOCIAL WEBSITES The internet is an important part in our

target market’s daily life. We will use social networking sites such as

Facebook, Twitter, LinkedIn, and Foursquare to reach this target

audience. These websites allow the audience to interact with Fuddruckers and check for upcoming promotions.

SEM AND PANDORA We will also utilize SEM and Pandora to get the Fuddrucker’s message across.

SEM will increase the brand’s visibility in search engine results, while Pandora

will have ten second ads that capture our audience’s attention during lunch

and dinner hours.

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OUTDOOR ($1,125,000)

TRUCK ADS. BUS DISPLAYS, AND MALL FLOOR ADS Truck advertisements and bus displays will be in all major cities giving

Fuddruckers a wide exposure. Mall floor advertisements will give a unique positioning and presentation that create a “wow” factor for the brand.

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Guerrilla ($750,000)

STAMPING BURGERS, COLORED BUNS FOR SPORTING EVENTS

The benefits of this method of guerilla advertising is the one-time purchase of branding material for extended use of imprinting on food as well as imprinting

into the consumer’s minds.

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National Flow Chart & Budget Report

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Local Plan

We will utilize outdoor, guerrilla, and print

advertising as a method of conveying our message. In addition, we will make use of promotions to gain an increased knowledge

of our target audience, 18 to 34-year-old millenials,

behavior.

City of Houston. Population: 2.1 million

Local Seasonality: Houston residents eat an average of four meals a week outside the home, according to the 2012 America’s Top Restaurants report from Zagat Survey LLC. Monthly breakdown of Burger consumption for Houston: Jan- 8.9% Feb- 7.3% March- 6.5% April- 9.8% May- 9.2% June- 8.0% July- 7.8% Aug- 7.5% Sep- 6.9% Oct- 6.1% Nov- 5.9% Dec- 8.1%

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HoustonPress:

4,207,747 Page views per month

782,844 Unique visitors $29 per column-inch

1,271,400 Total Reach by advertising

The Rice Thresher:

10,040 Weekly circulation $10 per column-inch

22,008 Estimated readership

The Daily Cougar:

70,000 Page views per month

150,000 Unique visitors $48.10 per column-inch

5.2 million Ad impressions

Newspaper

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Outdoor

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Billboards

For Fuddruckers to take advantage of their target market

and sports enthusiasts they

should effectively place billboards

strategically around Houston. By placing 14 X 52 in billboards in populated areas in Houston we will reach millions of

viewers.

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Mobile Ads

To reach our millennial Sports enthusiasts we will place ads on large trucks that people will see every day on major highways

and intersections.

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Promotions

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Local Flow Chart