Team Magnificent’s PlansbookAdriana Rosado

Dylan Ritchey Zachary Boulio

Rebecca Evans Angela BastoneVanessa Luquis

Table of Contents

Mission StatementExecutive Summary Situational AnalysisTarget MarketCampaign ObjectivesIMC StrategyCreative StrategyMedia StrategyBudget AnalysisMeasurement & EvaluationConclusionReferences

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Mission Statement

At Team Magnificent, we specialize in helping companies

communicate with their publics. We fully stand behind our clients, and listen to their needs and desires. With our knowledge, experience and creativity, we collaborate and implement strategies that will help our clients effectively communicate the best messages, to the best audience, in the best places.

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Established in 2010, Burger Monger has opened five fully functioning locations in the past five years. It welcome families and people of all ages looking for a great meal. Every location of-fers the option to dine in or take out if you are on the go. Burger Monger treats its customers with delicious, health-conscious burgers that are moderately priced. It focuses on the quality beef and ingredients that surpass its competition on several levels. We have put together a year-long advertising cam-paign that will promote Burger Monger to families and individuals who are on top of their health and don’t want to burn a hole in their wallets.

Executive Summary

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Situational Analysis

Company Review

Burger Monger is a casual dining eatery that is well-known for its high quality ingredients and deli-

cious menu items.The name of the company comes from the term “monger” which is defined as a trader of fine goods, well-known for his ability to pick out goods that are of the highest quality. Established in 2010, the very first Burger Monger was opened in Carrollwood, Florida. The restaurants success eventually led to the opening of the second location in Wesley Chapel, Florida. As of today, the company has four fully functioning locations with a fifth one opening soon in South Tampa. Burger Monger has built its franchise on the promise that each and every one of the ingredients in their restaurants is of the highest quality, and is healthy for consumers.

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Product/Service Review

Burger Monger specializes in the making of high quality hamburgers, hotdogs, black bean veggie burg-ers, macaroni and cheese, french fries, milkshakes and malts. There is a variety of toppings and sauces offered to add to your Burger Monger experience. The beverage selection far extends past most of its direct competitors by choosing to serve beer and wine in addition to the common soft drinks. Burger Monger uses HeartBrand 100% Japanese Akaushi Kobe Beef in their hamburgers. This type of beef is known to be two to three grades higher than USDA Prime beef. This beef is a significant source of oleic acid and conjugated linoleum acid which are two outstanding health benefits not offered along-side any other hamburger in the area. Burger Monger shakes are also made using Haagen Daaz ice cream, which is known to be of a higher quality. Burger Monger offers daily promotions such as $5 Burger Mondays. Customers have the option to join the Loyal Monger rewards program, which allows them to gath-er points for their purchases. They offer incentives for their re-wards program including a $10 gift card once you reach 200 points.

Situational Analysis

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Buyer AnalysisThe customers who visit Burger Monger range between all

ages. In regards to demographics, the store locations are placed in high traffic areas such as Bloomingdale Avenue in Brandon, Bruce

B. Downs in Wesley Chapel, Dale Mabry Highway in the Carrollwood area and McMullen Booth Road in Safety Harbor. When someone buys food from Burger Monger, it is a low-involvement decision because the customer knows that the product costs slightly more due to the high quality, but they are not paying pre-mium prices. Through observations, we noticed it is common for families to dine at Burger Monger. The psychographics consist of customers that want great quality hamburgers that are not completely damaging to their health or budget

Competitive Analysis

The Burger Monger restaurants compete with other local and national fast food chains that are in the Tampa-Bay area. These businesses include McDonald’s, Burger King, Wendy’s, Sonic, Checkers, Hardee’s, Ruby Tuesday, Steak and Shake and those of higher quality such as Burger 21, Red Robin and Five Guys. A di-rect example of competition in Wesley Chapel would be McDonald’s, Sonic, and Burger 21 because Burger Monger is surrounded by these locations. The fast food chains have the upper hand when comparing prices, however they lack overall quality. Burger Monger ’s indirect competitors are restaurants that do not necessarily sell the same product, but they are in the same vicinity as Burger Monger. The indirect competitors of the Wesley Chapel location include Jersey Mike’s Subs, Bonefish Grill, and Bonsai Sushi.

Situational Analysis

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SWOT Analysis

Strengths: Burger Monger is known for its high quality HeartBrand 100% Japanese Akaushi Kobe Beef. The quality of the food is above average; french fries are hand cut at the lo-cation and cooked in the oil from the healthy beef and the ham-burger and hotdog buns come from local bakery ’s. The locations are comfortable and casual for spontaneous dine-ins. Weaknesses: Burger Monger does not put much focus on their ad-vertising campaigns, which leads to a lack of customer awareness. Because the product is of high quality, it has slightly higher prices. Since Burger Monger is primarily burgers and hotdogs, and there are only four types of milkshakes to choose from, there is a lack of variety in the product. Opportunities: Burger Monger could further advertise with fliers, local television commercials and radio broadcasts. Threats: The Wesley Chapel Burger Monger is located in a busy location that has many different restaurant, including several burg-er joints. Burger 21 is located down the road within minutes of Burger Monger, which results in high competition due to the similari-ty of the product.

Situational Analysis

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Target Market

Burger Monger targets adults and their families who engage in active lifestyles. Usually, the families

who dine at Burger Monger are associated with the Middle or upper class. Typically, this market segment has a

history of higher education. Burger Monger has established itself in multiple locations around Tampa to make itself accessible to their on-the-go consumers. However, even though they target ac-tive and well off families, their moderately priced menu items make it a healthy choice for anyone craving a fine-quality burger or hot dog.

Demographic Gender: Both male and female Age: well-educated adults between the range of 18 to 55. Education: a pursued higher education Income: Middle to Upper class Life Stage: Professional/ FamilyPsychographic Active, health-conscious, financially stable, academicGeographic Residents and families living in a 50 mile radius of a restaurant, highly populated areas, close to large neighborhoods

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Our objectives in this campaign are as follows:

1. Spread awareness and emphasize the quality and affordability Burger Monger can offer to healthy, well-off families.

2. Increase consumer traffic through social media using sales promotions.

3. Separate Burger Monger from its competition by showing that it ’s a healthy alternative as well as a great place to eat with family and friends.

4. Promote deals through local newspapers to entice customers to eat at Burger Monger by offering daily deals and loyalty programs.

Campaign Objectives

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IMC Strategy

Loyal Monger Rewards Card: Burger Monger offers its frequent customers the opportunity to sign up for their loy-

alty program. This program allows its members to accumulate points for every purchase. These points can then be turned into re-

wards. For example, 200 points translate to a $10 gift card. Although this program has already been put into effect, it has not been properly advertised. Therefore, a portion of our campaign will be dedicated to increasing program membership by 30%.

Daily Promotional Deals: These daily promotional deals vary from $5 Burger Mondays to 20% off discounts with a student or military ID. We will advertise the weekly promotional schedule in local newspapers such as Neighborhood News and The Oracle. A new addition to the promotional deals will be a kid’s night on Saturday nights. The deal will offer customers half off of a mini Monger meal with the purchase of an adult meal. These weekly promotions will work to transform one-time customers into weekly visitors.

Social Media Promotion: Focus will be also be placed on increasing traffic through social media sites such as Twitter, Facebook, and Instagram. We plan to increase social media traffic by implementing an additional 10% discount as an incentive for following Burger Monger on social media.

Event Marketing: Burger Monger is dedicated to assisting neighboring commu-nities. Therefore, local school fundraising will be offered to nearby schools. Burg-er Monger will partner with Schriner ’s Hospital and advertise in their “East West Shrine Game” Newsletter. We will also

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Creative Strategy

Target Audience: Well-educated , health-con-scious and active families and individuals between the ages of 18 and 55.

Tone: Because Burger Monger is an easy-going, and laid back restaurant, we have decided to use a humorous and playful tone.

Objectives:

1. Increase awareness of the Burger Monger brand among potential customers.

2. Increase knowledge about the fine-quality ingredients and many health benefits among existing and potential cus-tomers.

3. Persuade target audience that Burger Monger is more than a typical burger joint that has a unique benefit, which sets it apart from its competitors.

Key Benefit: Burger Monger offers delicious burg-ers and hot dogs that have many health ben-efits and are made with fine-quality ingredients.

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Creative Strategy

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Local Commerical: The commercial will be set in a gymnasium. It will feature a male run-

ning on a treadmill. After 10 seconds of running, he will stop running appearing to be tired. The cam-

era will cut to him reaching for a form of replenishment. The shot will then cut to his hand passing over the water bottle and reaching for his burger from Burger Monger.

Sample Flyers.

Creative Strategy

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These visuals will be used for both flyers and billboards.

Media Strategy

Media Mix

Using both a continuous and a flighting pattern of continu-ity, Team Magnificent will utilize print, broadcast, socialv and out-

of-home media to increase product awareness. We will utilize both flyers and local newspaper to selectively reach our primary target market. We will place most emphasis on local gymnasiums and shopping malls as well neighboring communities. Our local commercial will run on prime-time ca-ble television. By choosing cable instead of network television, we can target a more select, up-scale audiences. Billboard advertising will work to target the secondary target market as it will be seen an unselected population. We will utilize social media to promote daily promotions and will reward customers for following Burger Monger on social media by offering them special discounts. v

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Budget Summary

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Sales for each restaurant are about $1.2 million per year. Roughly 3% of the revenue goes towards advertising and promotion of Burger Mon-ger. The budget for all of the Burger Monger restaurants would be around $180,000 annually. The budget is broken down to the following:

3%

38%

1%

57%

1%

Newpapers

Commercial

Flyers

Billboard

Event Marketing

Budget Summary

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Throughout our year-long campaign, we plan on using prime-time television to reach our target audience. We

plan on airing our advertisement later in the day. We will reach our target market when they are more likely to be looking

for a healthy, yet delicious meal that is both quick and guilt-free. Run-ning these commercials will cost a minimum of $150 per spot daily. Continu-ously running these daily for four consecutive months would average around $18,300. Flyer production will be used monthly. We will post these flyers in local gyms, nearby colleges, supermarkets and events. A two-month supply of these flyers will average at $153.74. For holiday seasons, a one-month’s supply will be ordered at $108.74. Since newspaper digest has declined over the years, we have decided to take a more inexpensive alternative with a local news-paper approach to reach families living within the radius of a Burger Monger location. The Plant City Observer is our selected newspaper choice as the tester for the year. Publications during certain key parts of the year, during back to school and just as kids are approaching summer vacation. Those are crucial times where fast dining is a must for on-the-go families and work-ing, healthy-minded burger fans. 6-week agreements will cost $150, totaling around $600 for both fleeting time periods. Our biggest expenditure will be our billboard. Four times out of the year we will create a billboard strategically placed in areas with heavy traffic-flow and within close proximity to gyms and our restaurant locations. Creating brand awareness and a buzz feed amongst our expanding consumer base.

Measurement &Evaluation

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During the course of this campaign, we will con-tinually measure the effectiveness through sever-al different ways. We will track the number of twitter, Instagram and Facebook followers on a monthly basis. Keeping statistics on our customers who become members of the Loyal Monger program, will allow us to evaluate our growth. Raf-fling of a meal for two with a quick completion of a questionnaire or survey allows us the opportunity to ask customers how they heard about us to assess which advertising techniques are suc-cessful. After events, we will have customers bring flyers with them when they dine at a Burger Monger. They will be asked to fill out the back of the flyer with basic personal information for quick enrollment into our loyal mongers program after they order. That will give a numer-ical value as to how successful our flyers and event presence is at certain points in our campaign. At events we will promote the posting and following of at least 2 social media sites. Such pro-motions will boost the number of followers the company has as well as better involve the customer with Burger Monger.

Conclusion

Burger Monger has several unique qualities that set it above its competitors. However, they do not put

any focus on advertising, which has caused brand awareness to be low. This is where we at Team Magnificent have stepped in. Through careful research and observation, we have put to-gether a detailed advertising campaign from which we feel Burger Monger will greatly benefit. With designed creative ex-ecutions and promotions, we have discretely emphasized the high-quality ingredients of the food and the health benefits it has to offer to the consumers who eat it. By utilizing several dif-ferent media and vehicles, the implementation of this campaign will not only increase brand awareness among potential cus-tomers, but it will also increase brand knowledge among exist-ing customers.

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ReferencesVista print

http://www.vistaprint.com/custom-flyers.aspx?couponAutoload=1&G-P=6%2f15%2f2015+7%3a02%3a17+PM&GPS=3536936955&GNF=0

Neighborhood Newshttp://nnlflorida.com/en/about/advertising/778/Demographics-florida-community-newspa-per-magazine-advertising-information-demographics-neighborhood-news-lifestyles-readers-ad-vertise-trinity-east-lake-new-tampa-wesley-chapel-westchase-lutz-land-o-lakes-odessa.htm http://nnlflorida.com/en/about/advertising/777/Distribution-Maps-neighborhood-news-life-styles-magazine-distribution-maps-florida-west-central-florida-community-local-news-advertising.htm

Plant Cvity Observerhttp://plantcityobserver.com/wp-content/uploads/2012/07/PCTO-Media-Kit.pdf Best Hamburgers in Philly & Tampa at Burger Monger. (n.d.). Retrieved June 19, 2015, from http://www.burgermonger.com/ How to Buy Out of Home. (n.d.). Retrieved June 19, 2015, from http://clearchanneloutdoor.com/how-to-buy/

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