Ryan FarrellKerry Crump

Joanna Heinrich Annette Whitehead

The Content Pantry

Situation Analysis

• Consumer Behavior:– Gen Y easily swayed by peers– Look for “pleasant experience”– Care less about quality– Price not determining factor– Varying schedules impend on family dinner time– Would eat together if it took less time to prepare

2The Content Pantry

• Market Segmentation and Target Markets:– Women to men 60/40– 25 to 40 years old– Income of $50,000 - $100,000– 50% uneducated– 71% Caucasian – Want family time around the table– Desire: convenience, quality, time

3The Content Pantry

• Market Positioning– Easy alternative– Increase bulk orders– Convenience– Home cooked alternative– Customizable

4The Content Pantry

Key Benefits

• Unequaled convenience with most locations• Brings families together and makes Mom hero

5The Content Pantry

Marketing Objective

• Increase usage among loyal families from 1x/month to 2x/month

• Goal: at least 2,500 of the current base

$19.89 Incremental Meal Purchasex 12 Monthsx 2,500 Families $596,700 Incremental Revenue- $300,000 Promotion Budget $296,700 Return on Investment

6The Content Pantry

Promotion

• Video Contest– Invites families to submit videos displaying why

they deserve to win contest. – Contest winner receives a $15,000 home remodel

of the room that the family spends the most time in (basement, living room, kitchen, etc.)

– Families are encouraged to get creative with their videos in order to get notices. Videos can be posted to a custom webpage, Facebook, and through email.

7The Content Pantry

Creative

• Copy reinforces the idea that KFC is convenient and the perfect alternative to cooking a home style meal.

• A stressful schedule and busy lifestyle can be detrimental to a family circle, KFC can bring that all back together.

• Art direction is focused on the idea of a family eating together in a circle, at a circle table, with circle buckets of chicken and sides.

• Reinforces the communications objective through brand interaction, peer endorsements.

8The Content Pantry

9The Content Pantry

Marketing Mix

• Traditional Media– Focus, but not limit, the traditional media to Major

Markets in the South.– Television Spots will be during airing of home

remodel shows during primetime. • Non-Traditional Media– Heavy focus on Youtube pre-role advertising and

social media interaction. – Integrating all forms of digital marketing with PR to

build a buzz around the promotion.

10The Content Pantry

Budget Breakdown and Rationale

• Non-Traditional - Functionality and Sharing

• Traditional – Increase awareness of the promotion while segmenting our target with those already interested in home improvement and family programing.

Promotional Element

Cost

Press Releases $20,000

Social Media $30,000

Posters (POS) $31,200

Creative $49,000

Online- PPC, ADWords

$30,000

Email Blasts $5,400

Custom Web Pages $1,000

Cost of Remodel $20,000

Traditional Media $123,200

Misc. $20,000

Total $299,800

11The Content Pantry

Monitor, Evaluate & Control of IMC Program

Database• Develop current customer base using phone numbers (in store) and entries of contest• Determine new and repeat customers monthlyTraditional• Pretest for awareness of family-focused meal offerings• Test quarterly for market reached• Adjust times, messageDigital• Banner ads measured for click-through and view-through rates• Test monthly for demographics• Adjust sites, messageSocial Media• Track using Hootsuite and measure interactions on a weekly basis• Adjust interactions with followers

12The Content Pantry

13The Content Pantry