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Wendy's Deck

This document provides insights into the target audience for Wendy's FruiTea Chillers summer drink campaign. It profiles "Kristen Smith," a 23-year old graduate student, as representative of their target - females ages 23-34 who are health conscious but busy. The summary describes a typical day for Kristen, which involves waking up early to check social media and emails, making a healthy breakfast, working out during her lunch break, and occasionally getting fast food to stay within her budget while being busy with work and classes. The goal is to show how Wendy's drinks can fit into Kristen's active lifestyle.

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MEDIA PLAN RECOMMENDATION SPRING 2016 ELIZABETH YOUNG | LUCY SUTPHIN | EMILY WASHBURN | DANIKA PETERSEN
TABLE OF CONTENTS 4 6 10 32 20 22 34 36 EXECUTIVE SUMMARY SITUATION ASSESSMENT TARGET AUDEINCE INSIGHTS MEDIA STRATEGIES MEDIA OBJECTIVES CONCLUSION APPENDIX CONNECTIONS PLAN MEASUREMENT PLAN 24
EXECUTIVE SUMMARY Stuck in her office on a hot summer day, Kristen begins to crave her daily pick-me-up drink. At 2:00pm her mind goes on autopilot and her first thought is to head out for a Starbucks Cool Lime Refresher. However, three months from now she will be headed to Wendy’s for a FruiTea Chiller. Here’s why. Our primary business challenge is to convince our target audience that Wendy’s is the destination for a quick pick-me-up drink. This will be measured by increasing summer beverage sales by at least 7% in comparison to last year. Because Wendy’s is a quick service restaurant, there is a misconception that it is not a luxury experience, however we challenge that with drink quality, wait time, price, and health benefits. We know that our target audience is already planning on making a stop at her local Starbucks or Panera for a pick-me-up drink a few times a week. Our campaign strategy stems from our insight that women like Kristen are always budgeting money, time, and their health choices. We need to show them that Wendy’s rewards these women by saving them a few extra minutes, dollars, and calories when they purchase a drink at Wendy’s versus a drink from their competitors. Our strategy statement, “Wendy’s rewards you past the drink,” will play into our five touch points: social media, outdoor advertising, television commercials, and internet advertising on desktop and mobile. We will be creating a social media campaign that emphasizes what you can gain from the extra time, money, and calories that Wendy’s saves you. This campaign will be interactive and carry across to outdoor advertising and television commercials. The second part of our campaign will be a “race against the clock” online game that rewards you at the end with a time-sensitive free drink coupon, encouraging the user to redeem it. Because our target audience utilizes her phone as a tool and an entertainment device, having an interactive social media plan that understands her wants and needs will warrant her attention and encourage her to engage with the brand, while gaining likes and retweets. We are choosing to target her in the awareness and trial stages of the consumer pathway because she is currently unaware that there is an alternative that satisfies her needs and rewards her past the drink.
SITUATION ASSESSMENT A study done by eMarketer showed that Wendy’s falls fourth in line when it comes to Top 10 Quick service Restaurant Industry Ad Spenders (Appendix D ). With that in mind, it is our goal to make sure that all the money that Wendy’s is spending is being put in the right place, at the right time, to the right people, on the right platforms. While it is our goal to continue to thrive in the quick service segment, we believe that our products, specifically the summer beverages, can stand amongst establishments such as Starbucks and Panera Bread. In order to achieve these goals we first wanted to see how we could incorporate Wendy’s beverages into the daily routines of our three target consumer segments. To do so, we coded three different definitions for each specific target on Simmons, and ran them with crosstabs of various habits focused primarily on media. One aspect we looked at was how busy they were and what it was that was making them busy. Was it kids? Work? These aspects tied into the lifestyles and values of each target segment, and gave us an idea of their daily schedules. When looking at their lifestyles we looked to see how much of an impact their schedules had on their purchases. Did they have the chance to step away and grab a drink when they wanted? Or were their days constricted by a tight schedule? What role did the daily schedules of our target consumers play in their choices? What are key times of receptivity and what main forms of media are they most likely to be reached on? The answers to these questions allowed us to see where and how we could be able to integrate the Wendy’s brand into their lives appropriately. What is the best social media to reach our targets and at what time is the best time to broadcast the campaigns in order to optimize the reach of the given media platform. Moreover, we asked questions such as how important family is to them and how much they are willing to spend on food. We did this to see if they were more likely to lean towards a fast, family focused chain or not, and how we would respectively address each different inclination. We came down to the three most important things for our target: time, health and budget. Each of these elements play an intricate role during three steps in the consumer pathway: awareness, where to buy, and trial.
COMPARING BRANDS: SMALL DRINKS STARBUCKS Teavana Green Tea: $2.11 Calories: 80 Fat (g): 0 Carbs (g): 20 Sodium (mg): 10 Sugar (g): 20 WENDY’S Honest Green Tea: $1.99 Calories: 60 Fat (g): 0 Carbs (g): 16 Sodium (mg): 5 Sugar (g): 16 PANERA Green Tea: $2.09 Calories: 160 Fat (g): 0 Cabs (g): 41 Sodium (mg): 10 Sugar (g): 38 Moving forward with our strategy we looked at possible barriers regarding time, health and budget. The first is quality. Starbucks and Panera have established themselves as high quality destinations for beverages whereas Wendy’s is known currently for its Frosty. We will combat that with awareness. Each drink is made at Wendy’s and is hand shaken right before the purchase. Our Honest Green Tea has significantly less calories than Panera’s green tea (60 cal v. 160 cal) which we believe will be a draw for our health conscience target (40.1%,149). The price comparison of a small FruiTea Chiller to a Starbucks Refresher is $1.99 to $2.95. Because of the cheaper price, Wendy’s drinks might not be seen as high quality but once again our drinks contain lower calories and the FruiTea Chillers and Blackberry Lemonade contain high levels of Vitamin C that max at 100% DV. Our last barrier is luxury. Starbucks is quaint and they personalize each cup. But time is also a luxury, which can be gained from going to Wendy’s. With both the drive-thru and walk in methods of purchase, Wendy’s makes sure that consumers are in and out in a short period of time. In a study done by Manufacturing & Service Operations Management, Wendy’s had the shortest drive-thru wait time in the Quick Service Restaurant category with a mean weight time of 173.34 seconds (Appendix D). Each of these barriers has been taken into close consideration in our development of our connections plan and will be overcome by consumer awareness.
TARGET AUDIENCE INSIGHTS INTRODUCTION While originally there were separate target audiences for Honest Tea, Blackberry Lemonade, and FruiTea Chillers, we found it most effective to focus on targeting the FruiTea Chillers audience. This was a strategic decision made because the FruiTea Chillers target audience encompassed the age range and characteristics of both Honest Tea, made up of females between the ages of 35-54, and Blackberry Lemonade, composed of millennial women. We believe if we target the FruiTea Chiller audience, female millennial and GenXers, we will simultaneously reach the Honest Tea and Blackberry Lemonade audiences. With FruiTea Chiller’s audience driving our strategy we are confidant that we will reach a greater number of women. AMY Honest Tea Target KRISTEN FruiTea Chillers Target MEGAN Blackberry Lemonade Target
KRISTEN’S MOOD BOARD HONEST GREEN TEA FRUITEA CHILLERS BLACKBERRY LEMONADE
A DAY IN THE LIFE OF KRISTEN SMITH Our FruiTea Chiller target is represented by Kristen Smith, a 23 year-old graduate student (19.8%,168). While she is just starting out her career in marketing she is extremely busy balancing her job and her night classes. This past year Kristen has made a lot of changes (11.2%, 149) including moving into a new apartment (22.4%, 125). Every morning she wakes up at 7 am and the first thing she does is check her checks her email (7.5%, 134) and then scrolls through her social media (171) using her smartphone. After Kristen has gotten ready she heads to the kitchen where she makes herself a bowl of oatmeal and a cup of coffee (38.5%,115) as she is always counting calories (40.1%, 149) . Kristen makes sure to listen to her favorite Spotify playlist, “Kristen’s Morning Commute,” as she gets ready (156). Kristen is very health conscious (55.2%, 141) so she makes sure to grab her gym bag before heading out so she can fit in her daily pre-lunch workout (56.8%, 144). On the way to work Kristen continues listening to Spotify as music is an important part of her life (70.3%, 120). She makes sure to check out fashion news as she rides to work to stay up-to-date on current trends (34.6%, 150). At work Kristen is kept extremely busy. At noon she takes her lunch break where she enjoys checking her social media once again before fitting in her workout (3.7%, 139). Kristen loves to go for runs when it’s nice out, but can also be seen in the gym and local recreational center swimming laps or playing tennis with friends (63.4%, 125). After her workout Kristen usually eats the lunch she has packed from home although most days Kristen makes a stop at her local Starbucks for some extra caffeine to help her power through the rest of the day (13.2%, 183). Kristen loves her Starbucks App and is always happy to claim a free drink using her reward stars (5.3%, 143). While Kristen is health conscious, she has to fit in the occasional fast-food lunch to stay within her budget (13.5%, 146). At 5:00pm Kristen checks her email and social media one last time before leaving the office (9.9%,149). She has just enough time to run home and grab dinner before her night classes start. Often she ends up grabbing a dinner out so she can study while she eats (7.9%,120). She loves her education-related apps on her Smartphone that allow her to not lug around extra materials (5.9%, 140). As you can see by her habits Kristen believes in the importance of being efficient. Kristen finishes classes around 10:00pm and heads home. She does one last check of Twitter, Instagram, and Facebook before heading to sleep (5.2%,153). When Kristen heads to bed she often has trouble falling asleep due to the distraction of the internet (20.2%,127). Kristen spends her weekends going out with her friends. She is often called the leader of her friend group as she is always the one to make the plans for the day (41.5%, 129). Kristen uses her Smartphone to find fun places to go thing to do (34.3%, 169). Often times her outings involve the movies (73%, 117), theme parks (27.1%, 130,) or outdoor activities like hiking (63.4%,125). Kristen loves to post pictures of her adventures on Twitter and Instagram so she can share them with her friends (43%,151). Kristen also loves to use her phone to shop (22.2%,141). She uses her favorite shopping apps to get the best deals. Kristen is very receptive to ads she sees online for new products, in fact they make her more likely to buy the products (24.9%, 194). Despite her love of learning Kristen does not enjoy reading for pleasure as she is a very busy individual. She hasn’t picked up a magazine in over a year (94). She also does not watch her TV set often (95), as she is always on the go. This makes her Smartphone an even more valuable asset to catch up on her favorite shows during her commute. KRISTEN SMITH’S DAY CONTINUED
CODING KRISTEN SMITH Kristen is coded as a female between ages 18-49, GenX and Millennials, who is either hispanic or white. She is someone who usually only snacks on healthy foods and like to try new food products. She also loves taking risks. GENDER: FEMALE AND AGE: 18 - 49 AND RESPNDNT- SPANISH/HISPANIC/LATINO ORIGIN?: YES OR RACE: WHITE AND ATTITUDES/OPINIONS (FOOD) - ANY AGREE: I USUALLY ONLY SNACK ON HEALTHY FOODS AND ATTITUDES/OPINIONS (FOOD) - ANY AGREE: I LIKE TO TRY OUT NEW FOOD PRODUCTS AND ATTITUDES (GENERAL) - ANY AGREE: I ENJOY TAKING RISKS KRISTEN LEADS THE WAY TO WENDY’S Kristen’s age range encapsulates both the GenX audience of Honest Tea and the Millennials of Blackberry Lemonade. Her media habits coincide heavily with both audiences. For example, all three audiences check their phones as soon as they wake up in the morning (FT 171) (BL 154) (HT 54.2%, 154,). Both FruiTea Chillers and Blackberry Lemonade women tend to check their social media before leaving the office (FT 9.9%,149) (BL 43.4%, 123). This means it will be effective to target all the audiences at similar times. These audiences are not similar in just media habits but in their lifestyle choices. These women find it very important to stay healthy (FT 55.2%, 141) (HT 36.6%, 126) (BL 253, 32%). Despite being budget conscious (FT 13.5%, 146) (BL 45.3%, 171) (GT 34.6%, 180) they also share a common love of Starbucks, making frequent visits every week (FT 13.2%, 183) (HT 90.4%, 107) (BL 17.1%, 133). These women are all on the go. They all work and/ or attend school from 9-5 (FT 9.9%,149) (BL 138, 5.84) (HT 52.1%, 106). These women are clearly all very busy. They are always on the go as they have a lot on their plate. This means time is an essential factor for them. Choosing to primarily target FruiTea Chillers will be effective as the three audiences share the common values of being budget, health, and time conscious. Focusing on these areas will allow Wendy’s to reach these women and boost their sales. FT BL HT= FruiTea Chiller = Blackberry Lemonade = Honest Green Tea
INSIGHT: Millennial and GenX women are both health and budget conscious but they build in a pick-me-up drink treat a few times a week into their schedule to add the excitement they crave into their daily routine. From reading about a day in the life of Kristen, one can see she is constantly busy. This dictates her media habits as she primarily accesses media on the go. For Kristen, media is in one sense a form of entertainment but first and foremost her devices are her tools to accomplish all she has to do. Her most valuable tool is her Smartphone, which she relies on to plan her activities, study, buy drinks and keep in touch with others via email and social media (34.3%, 169). Kristen keeps her phone at her side at all times. She only checks her social media 4-6 times a day, but is always on her phone for other reasons such as using her navigation system (31.9%, 125) to find a cool new hiking spot (63.4%,125) or closest Starbucks (13.2%, 183). Kristen’s TV set is dusty as she uses her phone to stream movies and TV shows. Kristen will be receptive to advertising through her Smartphone. Currently, she favors her Starbucks app because it builds up rewards every time she buys a drink. She is aware of Wendy’s, yet it is not on her list of places to get a pick-me-up drink as she does not associate Wendy’s with any benefits regarding her busy lifestyle and budget. She needs to be shown that the lower prices, quick service time, and health benefits at Wendy’s will allow her to treat herself to a pick-me-up more often, adding the excitement of rewards into her busy day. If she can be convinced that Wendy’s has relevance in her life, then she can be convinced to make Wendy’s her pick-me-up spot. KRISTEN’S MEDIA HABITS
MEDIA STRATEGY STATEMENT “WENDY’S REWARDS YOU PAST THE DRINK.” The strategy statement we have chosen for our campaign is “Wendy’s rewards you past the drink.” In our research, we found that rewards were a big reason why consumers chose to go to stores such as Starbucks and Panera for their pick-me-up drinks. More often than not, those chains solely emphasized rewards such as a free drink or pastry that customers could receive for spending money at their establishment. Thinking about Wendy’s summer beverages, we realized that the Wendy’s experience can reward customers more than simply giving them a free drink based on the amount of money they spend at Wendy’s restaurants. We found that the Wendy’s summer beverage experience is based on a customer receiving three types of rewards: those related to money, those related to health, and those related to time. Unlike other chains, these rewards are not only given to the customer while they are purchasing their beverage, but are also given to them even after they have finished their drink. Beginning with money, the reward is obvious. Wendy’s summer beverages provide customers with a high quality drink for an affordable price. With extra money in their pockets, Wendy’s customers have the freedom to treat themselves in other ways. Additionally, a trip to Wendy’s saves customers an average of five to eight minutes per visit. As our customers are increasingly busy, we know how valuable a few extra minutes in a day can be. Finally, Wendy’s beverages are also lower in calories than their competitors’ beverages, keeping customers healthier and more active. By staying healthy, saving money, and spending more time doing what they love, we have no doubt that Wendy’s customers will be the happiest in the market.
MEDIA OBJECTIVES SMART OBJECTIVE TWO SMART OBJECTIVE THREE SMART OBJECTIVE ONE Our second SMART media objective is to increase the amount of user-generated content being directed at Wendy’s on social media by 50% through the three-month summer period. Not only will this be directed toward us on Twitter and Facebook, but it will also play an important role in the outdoor advertising we have chosen to do as a part of this campaign as well. As stated before, the number of likes, retweets, favorites, and shares on pieces of Wendy’s social media is currently very low. Wendy’s is also not asking consumers to send them content to post on their pages and profiles. By receiving so little, it gives the impression that Wendy’s is not connecting with their customers, even though that could not be farther from the truth. If we are able to double the user generated content being directed at Wendy’s, we can show more individuals that not only do customers care about Wendy’s, but that Wendy’s cares about customers. This, in turn, should boost revenue. Our third SMART media objective is to have at least 30% of Wendy’s game users redeem the coupon received after playing the game during the three-month summer period. The Wendy’s Summer Sip Me Up game is an integral part of this campaign, as it is designed to not only boost consumer engagement with the brand, but it is also designed to get consumers to actually go to Wendy’s and try the summer beverages. If we can get at least 30% of consumers to go after playing the game, that is a substantial amount of our target audience, and means that we would have established a habit in at least one of our target demographics. This creation of a habit in consumers would also bring Wendy’s closer to their overall goal of reconnecting with consumers, and increasing beverage sales by 7% in comparison to last year. Our first SMART media objective is to double the number of likes, retweets, shares and favorites on promoted social media through the three-month summer period (June-August). Mainly, we hope to focus this effort on our Facebook and Twitter accounts. In looking at Wendy’s social media accounts in comparison to their competitors, we noticed that the amount of interaction by consumers with the brand was extremely low. As a part of our #ThankYouWendy’s campaign, we aim to get consumers to engage with the brand after purchase. Most tweets from Wendy’s receive an average of 140 likes per post. In comparison, most tweets from Starbucks earn 2,870 retweets per post. If we can at least double the number of engagements with promoted content from Wendy’s social media outlets, we will begin to form habits in consumers to follow the brand.
CONNECTIONS PLAN Based on our Commspoint analysis, we were able to divide our budget into five touchpoints. We will divide our budget between social media, outdoor advertising, TV commercials, and internet advertising for desktop and mobile. The first part of our campaign will be a combination of social media, outdoor posters, and TV commercials. Social media will be our driving touchpoint here. This is because our Target Audience, represented by Kristen, is always on her phone (8.7%, 147) using her social media apps such as Twitter and Facebook (49.4%, 128) for at least 30 minutes a day (26.5%, 130). The concept behind the campaign stems from our insight, that women like Kristen are always budgeting money, time, and their health choices. We know that our target audience is already planning on making a stop at her local Starbucks or Panera (13.2%, 183) for a pick-me-up drink a few times a week. We need to show them that Wendy’s rewards these women by saving them a few extra minutes, dollars, and calories when they purchase a drink at Wendy’s versus from their competitors. We plan on spending seven million dollars between Facebook and Twitter. The campaign will begin with the official Wendy’s Twitter account tweeting out examples of what you can do when you have an extra dollar, as Wendy’s Summer Sip Me Up drinks are on average one dollar less than Starbucks refreshers (See Situation Analysis for exact prices). The account will post fun photos and videos, some even featuring Rhett and Link, executing these ideas. The campaign will also feature tweets about how you can use the minutes you save choosing Wendy’s over the more café experience of Starbucks or Panera. This concept will be made interactive as the account will encourage users to tweet out what they can do with the extra time and money. Using the hashtag “#ThankYouWendys” we will generate a trending topic. This campaign will carry over to television commercials where we plan on spending three million dollars. Although Kristen is not specifically a television hound, the target audiences for Blackberry Lemonade and Honest Tea (9.7%, 131) do watch television so using commercials will allow us to draw in a greater audience and generate a greater response rate to the campaign as a whole. We plan on spending three million on a series of ads. The ads will feature Rhett and Link and continue to show how choosing Wendy’s will help you save in the domain of health, budget, and time.
KRISTEN ON SOCIAL MEDIA EXAMPLE STORYLINE Rhett and Link have 10 minutes before before work. They look at each other and say, “Wendys?” The two, in an epic race against the clock, drive quickly to Wendy’s, order as in a comically quick manner, and drive off with their FruiTea Chillers at top speed. The two do a dramatic time check and realize they still have five minutes. They look at each other and say, “We finally have time!” and proceed pull out lawn chairs and sun glasses. The two are seen with their feet up lounging next to their car in the Wendy’s parking lot. They have sun screen on their nose and their hands behind their heads. They look very relaxed as they listen to Caribbean music and sip their drinks. The tag line appears, “What would you do with those five extra minutes you save at Wendy’s?” These women are always on the go (9.9%,149), therefore we believe outdoor advertising will be effective as they are always driving from work to school to activities. We will solidify this idea by spending one million on outdoor advertising. We will choose the best tweets from users who submitted pictures of how they save money and time. The top tweets, being the tweets with the most likes and retweets, will be turned into billboards. This is also an incentive to have users interact with the brand on Twitter as they have a chance to become an ad. This is a sample tweet that Kristen would write as a part of the #ThankYouWendys campaign.
If told we must cut our plan down to 10 million dollars we have reallocated our money, using it in only internet advertising for desktop and mobile (5.5 mil), social media (3.5 mil), and television commercials (1 mil). Outdoor advertising is completely cut out as we believe it is more important to focus on internet driven advertising as Kristen spends at least 30 minutes on her social media accounts everyday (26.5%, 130). We also found that a smaller budget will require more engagement on social media to spread the word. If the budget is cut we would use the best user created content to create the television commercial- giving a coveted incentive to participate. Kristen is the leader of her friend group and always on her phone looking for things to do (34.3%, 169). If we can get her to notice and engage with our content, we are going to have the word spread quickly. TEN MILLION DOLLAR PLAN LET’S PLAY!Noticing the success of game campaigns such as Chipotle’s “Guac Hunter,” we decided to see if the same idea would work in targeting Kristen. After doing some research we found that it would. Flip the page to learn more.
SUMMER SIP ME UP GAME The second part of our campaign is driven by Kristin’s constant internet use, engagement with online rewards and her interest in games. Kristin is constantly using her phone (8.7%, 147). She can often be found finding and printing coupons from websites (13.1%, 124). In the last 12 months she has brought toys and games (45.8%, 117). One of the primary sources of fun and entertainment is her computer (35.8%, 117). From these three media aptitudes we decided to create on online game where the user has the opportunity to redeem a free drink coupon. The game will be called the Summer Sip Me Up Game. It will be able to be accessed over both Mobile and Desktop. The goal of the game will be centered around the concept of saving time. For our target, Kristin, she often on the go and it is important for her to plan well around her busy schedule (9.9%, 149). The game will consist of a series of 10 scenarios. With each scenario there will be three choices. Each choice will save or deduct the time from your schedule. An example of a choice would be: You snoozed your alarm and are going to be late for work. Do you… 1. Check your email to make sure you do not miss anything important before leaving 2. Immediately get in the car and head to work 3. Contact your boss and let them know you will be late and eat breakfast After ten of these questions, you will receive a score based on the time you saved. We will thank the consumer for playing and have a screen that says that because they saved that time they can treat themselves to a Wendy’s summer beverage, displaying their options of a FruiTea Chiller, Honest Green Tea, or Blackberry Lemonade. An example of a message would be: “Now that you have saved seven minutes you can head down to Wendy’s and treat yourself to a free small summer beverage!” Then the consumer will click to the next screen that will take them to the coupon. Each consumer that plays will receive a time sensitive, month long coupon for one free Wendy’s summer beverage no matter the score that they receive. By having the location of the nearest Wendy’s displayed on the coupon, we will allow the consumer to not have to spend time looking up locations which will tie back to our campaign’s overall message about saving time. Once they have completed the game and received their coupon, the consumer will have the ability to share their results and challenge their friends and family over various social media platforms, including Facebook and Twitter (49.4%, 128). This will allow our campaign to reach consumers outside of our original target increasing our reach goals and stimulating awareness and involvement with the brand. We are allocating the largest portion of our budget, 10 million of the 20 million, to the Summer Sip Me Up Game. This is because it touches upon our three main points on the consumer pathway that Kristin can be reached on: awareness, where to buy and trial. Consumers will engage with Wendy’s by participating in the game and become aware of the beverages. Once they finish the game they will have the location of the nearest Wendy’s on their coupon and will be more likely to try the drinks because they will get one for free. This will surpass our goals through the sharing across social media. This will generate conversation about our brand and resulting in earned media. If our budget were to be cut down to 10 million dollars, the Summer Sip Me Up game would then adjusted down to account for 5.5 million.
MEASUREMENT PLAN Our campaigns main focus is raising awareness of the summer beverages and moreover, getting the target consumer engaged with the Wendy’s brand. Because of this, we plan to measure the success of our campaign mainly through behavioral metrics. More specifically, we will measure the number of likes, retweets, and favorites of our promoted social media content during the 3-month time span of the campaign. In order to see how much consumers are engaged with the campaign we will also be looking at the amount of user generated content related to our #ThankYouWendys social media and outdoor campaign. Our final measurement for the success of our campaign will be to see exactly how engaged the consumer is with the brand at Point of Sale. To do this we will track how many coupons are redeemed by those who played the Wendy’s game. Our goals for each of these objectives are all to be reached within the three-month summer period that we have set for our campaign. When looking at the presence Wendy’s has on social media, we are looking to increase the volume of conversation and interaction consumers are having with and about the brand. Our goal is to double the number of likes, retweets, and favorites of Wendy’s promoted content in comparison to the current activity seen on brand’s social media accounts. Additionally, we want to see a 50% increase of generated user content on social media versus the past year. Our goal for engagement at Point of Sale is to have at least 30% of game users redeem their coupons at a Wendy’s restaurant during the campaign’s time period. #THANK YOU WENDYS
CONCLUSION Stuck in her office on a hot summer day, Kristen begins to crave her daily pick-me-up drink. She gets a notification on Facebook from her friend Megan who has just shared a link to play the Wendy’s Summer Sip Me Up Game. Kristen decides to play it quickly before heading out. After completing the game she is rewarded with a coupon for a free FruiTea Chiller at her nearest Wendy’s. After trying her FruiTea Chiller she decides to share the game link with her friend Amy. This campaign is based on a deep understanding of our target consumer’s lifestyle and media habits. We are confident that the best place to reach Kristen is on her mobile device, or online in general because she is an avid social media user. Because she is always on the go, we believe that the use of outdoor advertising will add another component to the campaign that will reach her in moments when she is not on her mobile device. Since the target audience age range is large, the use of television commercials will target the slightly older audience. These carefully thought out media channels will not only gain Kristen’s attention but will encourage interactivity with the brand gaining likes and retweets, increasing user generated content, and boost coupon redemption rates, eventually accomplishing the overall goal of boosting sales 7%.
APPENDIX APPENDIX A: COMMSPOINT $10 MIL.
APPENDIX B: COMMSPOINT $20 MIL.
APPENDIX C: KRISTEN IN SIMMONS
APPENDIX D: EXTRA DATA
Allon, G., Federgruen, A., & Pierson, M. (2011). How much is a reduction of your customers’ wait worth? an empirical study of the fast-food drive-thru industry based on structural estimation methods. Manufacturing and Service Operations Management, 13(4), 489-507. doi:10.1287/msom.1110.0343 THANK YOU

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Wendy's Deck

  • 1.
    MEDIA PLAN RECOMMENDATION SPRING2016 ELIZABETH YOUNG | LUCY SUTPHIN | EMILY WASHBURN | DANIKA PETERSEN
  • 2.
    TABLE OF CONTENTS 4 6 10 32 20 22 34 36 EXECUTIVE SUMMARY SITUATIONASSESSMENT TARGET AUDEINCE INSIGHTS MEDIA STRATEGIES MEDIA OBJECTIVES CONCLUSION APPENDIX CONNECTIONS PLAN MEASUREMENT PLAN 24
  • 3.
    EXECUTIVE SUMMARY Stuck inher office on a hot summer day, Kristen begins to crave her daily pick-me-up drink. At 2:00pm her mind goes on autopilot and her first thought is to head out for a Starbucks Cool Lime Refresher. However, three months from now she will be headed to Wendy’s for a FruiTea Chiller. Here’s why. Our primary business challenge is to convince our target audience that Wendy’s is the destination for a quick pick-me-up drink. This will be measured by increasing summer beverage sales by at least 7% in comparison to last year. Because Wendy’s is a quick service restaurant, there is a misconception that it is not a luxury experience, however we challenge that with drink quality, wait time, price, and health benefits. We know that our target audience is already planning on making a stop at her local Starbucks or Panera for a pick-me-up drink a few times a week. Our campaign strategy stems from our insight that women like Kristen are always budgeting money, time, and their health choices. We need to show them that Wendy’s rewards these women by saving them a few extra minutes, dollars, and calories when they purchase a drink at Wendy’s versus a drink from their competitors. Our strategy statement, “Wendy’s rewards you past the drink,” will play into our five touch points: social media, outdoor advertising, television commercials, and internet advertising on desktop and mobile. We will be creating a social media campaign that emphasizes what you can gain from the extra time, money, and calories that Wendy’s saves you. This campaign will be interactive and carry across to outdoor advertising and television commercials. The second part of our campaign will be a “race against the clock” online game that rewards you at the end with a time-sensitive free drink coupon, encouraging the user to redeem it. Because our target audience utilizes her phone as a tool and an entertainment device, having an interactive social media plan that understands her wants and needs will warrant her attention and encourage her to engage with the brand, while gaining likes and retweets. We are choosing to target her in the awareness and trial stages of the consumer pathway because she is currently unaware that there is an alternative that satisfies her needs and rewards her past the drink.
  • 4.
    SITUATION ASSESSMENT A studydone by eMarketer showed that Wendy’s falls fourth in line when it comes to Top 10 Quick service Restaurant Industry Ad Spenders (Appendix D ). With that in mind, it is our goal to make sure that all the money that Wendy’s is spending is being put in the right place, at the right time, to the right people, on the right platforms. While it is our goal to continue to thrive in the quick service segment, we believe that our products, specifically the summer beverages, can stand amongst establishments such as Starbucks and Panera Bread. In order to achieve these goals we first wanted to see how we could incorporate Wendy’s beverages into the daily routines of our three target consumer segments. To do so, we coded three different definitions for each specific target on Simmons, and ran them with crosstabs of various habits focused primarily on media. One aspect we looked at was how busy they were and what it was that was making them busy. Was it kids? Work? These aspects tied into the lifestyles and values of each target segment, and gave us an idea of their daily schedules. When looking at their lifestyles we looked to see how much of an impact their schedules had on their purchases. Did they have the chance to step away and grab a drink when they wanted? Or were their days constricted by a tight schedule? What role did the daily schedules of our target consumers play in their choices? What are key times of receptivity and what main forms of media are they most likely to be reached on? The answers to these questions allowed us to see where and how we could be able to integrate the Wendy’s brand into their lives appropriately. What is the best social media to reach our targets and at what time is the best time to broadcast the campaigns in order to optimize the reach of the given media platform. Moreover, we asked questions such as how important family is to them and how much they are willing to spend on food. We did this to see if they were more likely to lean towards a fast, family focused chain or not, and how we would respectively address each different inclination. We came down to the three most important things for our target: time, health and budget. Each of these elements play an intricate role during three steps in the consumer pathway: awareness, where to buy, and trial.
  • 5.
    COMPARING BRANDS: SMALLDRINKS STARBUCKS Teavana Green Tea: $2.11 Calories: 80 Fat (g): 0 Carbs (g): 20 Sodium (mg): 10 Sugar (g): 20 WENDY’S Honest Green Tea: $1.99 Calories: 60 Fat (g): 0 Carbs (g): 16 Sodium (mg): 5 Sugar (g): 16 PANERA Green Tea: $2.09 Calories: 160 Fat (g): 0 Cabs (g): 41 Sodium (mg): 10 Sugar (g): 38 Moving forward with our strategy we looked at possible barriers regarding time, health and budget. The first is quality. Starbucks and Panera have established themselves as high quality destinations for beverages whereas Wendy’s is known currently for its Frosty. We will combat that with awareness. Each drink is made at Wendy’s and is hand shaken right before the purchase. Our Honest Green Tea has significantly less calories than Panera’s green tea (60 cal v. 160 cal) which we believe will be a draw for our health conscience target (40.1%,149). The price comparison of a small FruiTea Chiller to a Starbucks Refresher is $1.99 to $2.95. Because of the cheaper price, Wendy’s drinks might not be seen as high quality but once again our drinks contain lower calories and the FruiTea Chillers and Blackberry Lemonade contain high levels of Vitamin C that max at 100% DV. Our last barrier is luxury. Starbucks is quaint and they personalize each cup. But time is also a luxury, which can be gained from going to Wendy’s. With both the drive-thru and walk in methods of purchase, Wendy’s makes sure that consumers are in and out in a short period of time. In a study done by Manufacturing & Service Operations Management, Wendy’s had the shortest drive-thru wait time in the Quick Service Restaurant category with a mean weight time of 173.34 seconds (Appendix D). Each of these barriers has been taken into close consideration in our development of our connections plan and will be overcome by consumer awareness.
  • 6.
    TARGET AUDIENCE INSIGHTS INTRODUCTION While originallythere were separate target audiences for Honest Tea, Blackberry Lemonade, and FruiTea Chillers, we found it most effective to focus on targeting the FruiTea Chillers audience. This was a strategic decision made because the FruiTea Chillers target audience encompassed the age range and characteristics of both Honest Tea, made up of females between the ages of 35-54, and Blackberry Lemonade, composed of millennial women. We believe if we target the FruiTea Chiller audience, female millennial and GenXers, we will simultaneously reach the Honest Tea and Blackberry Lemonade audiences. With FruiTea Chiller’s audience driving our strategy we are confidant that we will reach a greater number of women. AMY Honest Tea Target KRISTEN FruiTea Chillers Target MEGAN Blackberry Lemonade Target
  • 7.
    KRISTEN’S MOOD BOARD HONEST GREENTEA FRUITEA CHILLERS BLACKBERRY LEMONADE
  • 8.
    A DAY INTHE LIFE OF KRISTEN SMITH Our FruiTea Chiller target is represented by Kristen Smith, a 23 year-old graduate student (19.8%,168). While she is just starting out her career in marketing she is extremely busy balancing her job and her night classes. This past year Kristen has made a lot of changes (11.2%, 149) including moving into a new apartment (22.4%, 125). Every morning she wakes up at 7 am and the first thing she does is check her checks her email (7.5%, 134) and then scrolls through her social media (171) using her smartphone. After Kristen has gotten ready she heads to the kitchen where she makes herself a bowl of oatmeal and a cup of coffee (38.5%,115) as she is always counting calories (40.1%, 149) . Kristen makes sure to listen to her favorite Spotify playlist, “Kristen’s Morning Commute,” as she gets ready (156). Kristen is very health conscious (55.2%, 141) so she makes sure to grab her gym bag before heading out so she can fit in her daily pre-lunch workout (56.8%, 144). On the way to work Kristen continues listening to Spotify as music is an important part of her life (70.3%, 120). She makes sure to check out fashion news as she rides to work to stay up-to-date on current trends (34.6%, 150). At work Kristen is kept extremely busy. At noon she takes her lunch break where she enjoys checking her social media once again before fitting in her workout (3.7%, 139). Kristen loves to go for runs when it’s nice out, but can also be seen in the gym and local recreational center swimming laps or playing tennis with friends (63.4%, 125). After her workout Kristen usually eats the lunch she has packed from home although most days Kristen makes a stop at her local Starbucks for some extra caffeine to help her power through the rest of the day (13.2%, 183). Kristen loves her Starbucks App and is always happy to claim a free drink using her reward stars (5.3%, 143). While Kristen is health conscious, she has to fit in the occasional fast-food lunch to stay within her budget (13.5%, 146). At 5:00pm Kristen checks her email and social media one last time before leaving the office (9.9%,149). She has just enough time to run home and grab dinner before her night classes start. Often she ends up grabbing a dinner out so she can study while she eats (7.9%,120). She loves her education-related apps on her Smartphone that allow her to not lug around extra materials (5.9%, 140). As you can see by her habits Kristen believes in the importance of being efficient. Kristen finishes classes around 10:00pm and heads home. She does one last check of Twitter, Instagram, and Facebook before heading to sleep (5.2%,153). When Kristen heads to bed she often has trouble falling asleep due to the distraction of the internet (20.2%,127). Kristen spends her weekends going out with her friends. She is often called the leader of her friend group as she is always the one to make the plans for the day (41.5%, 129). Kristen uses her Smartphone to find fun places to go thing to do (34.3%, 169). Often times her outings involve the movies (73%, 117), theme parks (27.1%, 130,) or outdoor activities like hiking (63.4%,125). Kristen loves to post pictures of her adventures on Twitter and Instagram so she can share them with her friends (43%,151). Kristen also loves to use her phone to shop (22.2%,141). She uses her favorite shopping apps to get the best deals. Kristen is very receptive to ads she sees online for new products, in fact they make her more likely to buy the products (24.9%, 194). Despite her love of learning Kristen does not enjoy reading for pleasure as she is a very busy individual. She hasn’t picked up a magazine in over a year (94). She also does not watch her TV set often (95), as she is always on the go. This makes her Smartphone an even more valuable asset to catch up on her favorite shows during her commute. KRISTEN SMITH’S DAY CONTINUED
  • 9.
    CODING KRISTEN SMITH Kristen is coded as a female between ages 18-49, GenX and Millennials, who is either hispanic or white. She is someone who usually only snacks on healthy foods and like to try new food products. She also loves taking risks. GENDER: FEMALE AND AGE: 18 - 49 AND RESPNDNT- SPANISH/HISPANIC/LATINO ORIGIN?: YES OR RACE: WHITE AND ATTITUDES/OPINIONS (FOOD) - ANY AGREE: I USUALLY ONLY SNACK ON HEALTHY FOODS AND ATTITUDES/OPINIONS (FOOD) - ANY AGREE: I LIKE TO TRY OUT NEW FOOD PRODUCTS AND ATTITUDES (GENERAL) - ANY AGREE: I ENJOY TAKING RISKS KRISTEN LEADS THE WAY TO WENDY’S Kristen’s age range encapsulates both the GenX audience of Honest Tea and the Millennials of Blackberry Lemonade. Her media habits coincide heavily with both audiences. For example, all three audiences check their phones as soon as they wake up in the morning (FT 171) (BL 154) (HT 54.2%, 154,). Both FruiTea Chillers and Blackberry Lemonade women tend to check their social media before leaving the office (FT 9.9%,149) (BL 43.4%, 123). This means it will be effective to target all the audiences at similar times. These audiences are not similar in just media habits but in their lifestyle choices. These women find it very important to stay healthy (FT 55.2%, 141) (HT 36.6%, 126) (BL 253, 32%). Despite being budget conscious (FT 13.5%, 146) (BL 45.3%, 171) (GT 34.6%, 180) they also share a common love of Starbucks, making frequent visits every week (FT 13.2%, 183) (HT 90.4%, 107) (BL 17.1%, 133). These women are all on the go. They all work and/ or attend school from 9-5 (FT 9.9%,149) (BL 138, 5.84) (HT 52.1%, 106). These women are clearly all very busy. They are always on the go as they have a lot on their plate. This means time is an essential factor for them. Choosing to primarily target FruiTea Chillers will be effective as the three audiences share the common values of being budget, health, and time conscious. Focusing on these areas will allow Wendy’s to reach these women and boost their sales. FT BL HT= FruiTea Chiller = Blackberry Lemonade = Honest Green Tea
  • 10.
    INSIGHT: Millennial and GenXwomen are both health and budget conscious but they build in a pick-me-up drink treat a few times a week into their schedule to add the excitement they crave into their daily routine. From reading about a day in the life of Kristen, one can see she is constantly busy. This dictates her media habits as she primarily accesses media on the go. For Kristen, media is in one sense a form of entertainment but first and foremost her devices are her tools to accomplish all she has to do. Her most valuable tool is her Smartphone, which she relies on to plan her activities, study, buy drinks and keep in touch with others via email and social media (34.3%, 169). Kristen keeps her phone at her side at all times. She only checks her social media 4-6 times a day, but is always on her phone for other reasons such as using her navigation system (31.9%, 125) to find a cool new hiking spot (63.4%,125) or closest Starbucks (13.2%, 183). Kristen’s TV set is dusty as she uses her phone to stream movies and TV shows. Kristen will be receptive to advertising through her Smartphone. Currently, she favors her Starbucks app because it builds up rewards every time she buys a drink. She is aware of Wendy’s, yet it is not on her list of places to get a pick-me-up drink as she does not associate Wendy’s with any benefits regarding her busy lifestyle and budget. She needs to be shown that the lower prices, quick service time, and health benefits at Wendy’s will allow her to treat herself to a pick-me-up more often, adding the excitement of rewards into her busy day. If she can be convinced that Wendy’s has relevance in her life, then she can be convinced to make Wendy’s her pick-me-up spot. KRISTEN’S MEDIA HABITS
  • 11.
    MEDIA STRATEGY STATEMENT “WENDY’S REWARDS YOU PASTTHE DRINK.” The strategy statement we have chosen for our campaign is “Wendy’s rewards you past the drink.” In our research, we found that rewards were a big reason why consumers chose to go to stores such as Starbucks and Panera for their pick-me-up drinks. More often than not, those chains solely emphasized rewards such as a free drink or pastry that customers could receive for spending money at their establishment. Thinking about Wendy’s summer beverages, we realized that the Wendy’s experience can reward customers more than simply giving them a free drink based on the amount of money they spend at Wendy’s restaurants. We found that the Wendy’s summer beverage experience is based on a customer receiving three types of rewards: those related to money, those related to health, and those related to time. Unlike other chains, these rewards are not only given to the customer while they are purchasing their beverage, but are also given to them even after they have finished their drink. Beginning with money, the reward is obvious. Wendy’s summer beverages provide customers with a high quality drink for an affordable price. With extra money in their pockets, Wendy’s customers have the freedom to treat themselves in other ways. Additionally, a trip to Wendy’s saves customers an average of five to eight minutes per visit. As our customers are increasingly busy, we know how valuable a few extra minutes in a day can be. Finally, Wendy’s beverages are also lower in calories than their competitors’ beverages, keeping customers healthier and more active. By staying healthy, saving money, and spending more time doing what they love, we have no doubt that Wendy’s customers will be the happiest in the market.
  • 12.
    MEDIA OBJECTIVES SMART OBJECTIVE TWO SMART OBJECTIVE THREE SMART OBJECTIVEONE Our second SMART media objective is to increase the amount of user-generated content being directed at Wendy’s on social media by 50% through the three-month summer period. Not only will this be directed toward us on Twitter and Facebook, but it will also play an important role in the outdoor advertising we have chosen to do as a part of this campaign as well. As stated before, the number of likes, retweets, favorites, and shares on pieces of Wendy’s social media is currently very low. Wendy’s is also not asking consumers to send them content to post on their pages and profiles. By receiving so little, it gives the impression that Wendy’s is not connecting with their customers, even though that could not be farther from the truth. If we are able to double the user generated content being directed at Wendy’s, we can show more individuals that not only do customers care about Wendy’s, but that Wendy’s cares about customers. This, in turn, should boost revenue. Our third SMART media objective is to have at least 30% of Wendy’s game users redeem the coupon received after playing the game during the three-month summer period. The Wendy’s Summer Sip Me Up game is an integral part of this campaign, as it is designed to not only boost consumer engagement with the brand, but it is also designed to get consumers to actually go to Wendy’s and try the summer beverages. If we can get at least 30% of consumers to go after playing the game, that is a substantial amount of our target audience, and means that we would have established a habit in at least one of our target demographics. This creation of a habit in consumers would also bring Wendy’s closer to their overall goal of reconnecting with consumers, and increasing beverage sales by 7% in comparison to last year. Our first SMART media objective is to double the number of likes, retweets, shares and favorites on promoted social media through the three-month summer period (June-August). Mainly, we hope to focus this effort on our Facebook and Twitter accounts. In looking at Wendy’s social media accounts in comparison to their competitors, we noticed that the amount of interaction by consumers with the brand was extremely low. As a part of our #ThankYouWendy’s campaign, we aim to get consumers to engage with the brand after purchase. Most tweets from Wendy’s receive an average of 140 likes per post. In comparison, most tweets from Starbucks earn 2,870 retweets per post. If we can at least double the number of engagements with promoted content from Wendy’s social media outlets, we will begin to form habits in consumers to follow the brand.
  • 13.
    CONNECTIONS PLAN Based onour Commspoint analysis, we were able to divide our budget into five touchpoints. We will divide our budget between social media, outdoor advertising, TV commercials, and internet advertising for desktop and mobile. The first part of our campaign will be a combination of social media, outdoor posters, and TV commercials. Social media will be our driving touchpoint here. This is because our Target Audience, represented by Kristen, is always on her phone (8.7%, 147) using her social media apps such as Twitter and Facebook (49.4%, 128) for at least 30 minutes a day (26.5%, 130). The concept behind the campaign stems from our insight, that women like Kristen are always budgeting money, time, and their health choices. We know that our target audience is already planning on making a stop at her local Starbucks or Panera (13.2%, 183) for a pick-me-up drink a few times a week. We need to show them that Wendy’s rewards these women by saving them a few extra minutes, dollars, and calories when they purchase a drink at Wendy’s versus from their competitors. We plan on spending seven million dollars between Facebook and Twitter. The campaign will begin with the official Wendy’s Twitter account tweeting out examples of what you can do when you have an extra dollar, as Wendy’s Summer Sip Me Up drinks are on average one dollar less than Starbucks refreshers (See Situation Analysis for exact prices). The account will post fun photos and videos, some even featuring Rhett and Link, executing these ideas. The campaign will also feature tweets about how you can use the minutes you save choosing Wendy’s over the more café experience of Starbucks or Panera. This concept will be made interactive as the account will encourage users to tweet out what they can do with the extra time and money. Using the hashtag “#ThankYouWendys” we will generate a trending topic. This campaign will carry over to television commercials where we plan on spending three million dollars. Although Kristen is not specifically a television hound, the target audiences for Blackberry Lemonade and Honest Tea (9.7%, 131) do watch television so using commercials will allow us to draw in a greater audience and generate a greater response rate to the campaign as a whole. We plan on spending three million on a series of ads. The ads will feature Rhett and Link and continue to show how choosing Wendy’s will help you save in the domain of health, budget, and time.
  • 14.
    KRISTEN ON SOCIALMEDIA EXAMPLE STORYLINE Rhett and Link have 10 minutes before before work. They look at each other and say, “Wendys?” The two, in an epic race against the clock, drive quickly to Wendy’s, order as in a comically quick manner, and drive off with their FruiTea Chillers at top speed. The two do a dramatic time check and realize they still have five minutes. They look at each other and say, “We finally have time!” and proceed pull out lawn chairs and sun glasses. The two are seen with their feet up lounging next to their car in the Wendy’s parking lot. They have sun screen on their nose and their hands behind their heads. They look very relaxed as they listen to Caribbean music and sip their drinks. The tag line appears, “What would you do with those five extra minutes you save at Wendy’s?” These women are always on the go (9.9%,149), therefore we believe outdoor advertising will be effective as they are always driving from work to school to activities. We will solidify this idea by spending one million on outdoor advertising. We will choose the best tweets from users who submitted pictures of how they save money and time. The top tweets, being the tweets with the most likes and retweets, will be turned into billboards. This is also an incentive to have users interact with the brand on Twitter as they have a chance to become an ad. This is a sample tweet that Kristen would write as a part of the #ThankYouWendys campaign.
  • 15.
    If told wemust cut our plan down to 10 million dollars we have reallocated our money, using it in only internet advertising for desktop and mobile (5.5 mil), social media (3.5 mil), and television commercials (1 mil). Outdoor advertising is completely cut out as we believe it is more important to focus on internet driven advertising as Kristen spends at least 30 minutes on her social media accounts everyday (26.5%, 130). We also found that a smaller budget will require more engagement on social media to spread the word. If the budget is cut we would use the best user created content to create the television commercial- giving a coveted incentive to participate. Kristen is the leader of her friend group and always on her phone looking for things to do (34.3%, 169). If we can get her to notice and engage with our content, we are going to have the word spread quickly. TEN MILLION DOLLAR PLAN LET’S PLAY!Noticing the success of game campaigns such as Chipotle’s “Guac Hunter,” we decided to see if the same idea would work in targeting Kristen. After doing some research we found that it would. Flip the page to learn more.
  • 16.
    SUMMER SIP MEUP GAME The second part of our campaign is driven by Kristin’s constant internet use, engagement with online rewards and her interest in games. Kristin is constantly using her phone (8.7%, 147). She can often be found finding and printing coupons from websites (13.1%, 124). In the last 12 months she has brought toys and games (45.8%, 117). One of the primary sources of fun and entertainment is her computer (35.8%, 117). From these three media aptitudes we decided to create on online game where the user has the opportunity to redeem a free drink coupon. The game will be called the Summer Sip Me Up Game. It will be able to be accessed over both Mobile and Desktop. The goal of the game will be centered around the concept of saving time. For our target, Kristin, she often on the go and it is important for her to plan well around her busy schedule (9.9%, 149). The game will consist of a series of 10 scenarios. With each scenario there will be three choices. Each choice will save or deduct the time from your schedule. An example of a choice would be: You snoozed your alarm and are going to be late for work. Do you… 1. Check your email to make sure you do not miss anything important before leaving 2. Immediately get in the car and head to work 3. Contact your boss and let them know you will be late and eat breakfast After ten of these questions, you will receive a score based on the time you saved. We will thank the consumer for playing and have a screen that says that because they saved that time they can treat themselves to a Wendy’s summer beverage, displaying their options of a FruiTea Chiller, Honest Green Tea, or Blackberry Lemonade. An example of a message would be: “Now that you have saved seven minutes you can head down to Wendy’s and treat yourself to a free small summer beverage!” Then the consumer will click to the next screen that will take them to the coupon. Each consumer that plays will receive a time sensitive, month long coupon for one free Wendy’s summer beverage no matter the score that they receive. By having the location of the nearest Wendy’s displayed on the coupon, we will allow the consumer to not have to spend time looking up locations which will tie back to our campaign’s overall message about saving time. Once they have completed the game and received their coupon, the consumer will have the ability to share their results and challenge their friends and family over various social media platforms, including Facebook and Twitter (49.4%, 128). This will allow our campaign to reach consumers outside of our original target increasing our reach goals and stimulating awareness and involvement with the brand. We are allocating the largest portion of our budget, 10 million of the 20 million, to the Summer Sip Me Up Game. This is because it touches upon our three main points on the consumer pathway that Kristin can be reached on: awareness, where to buy and trial. Consumers will engage with Wendy’s by participating in the game and become aware of the beverages. Once they finish the game they will have the location of the nearest Wendy’s on their coupon and will be more likely to try the drinks because they will get one for free. This will surpass our goals through the sharing across social media. This will generate conversation about our brand and resulting in earned media. If our budget were to be cut down to 10 million dollars, the Summer Sip Me Up game would then adjusted down to account for 5.5 million.
  • 17.
    MEASUREMENT PLAN Our campaignsmain focus is raising awareness of the summer beverages and moreover, getting the target consumer engaged with the Wendy’s brand. Because of this, we plan to measure the success of our campaign mainly through behavioral metrics. More specifically, we will measure the number of likes, retweets, and favorites of our promoted social media content during the 3-month time span of the campaign. In order to see how much consumers are engaged with the campaign we will also be looking at the amount of user generated content related to our #ThankYouWendys social media and outdoor campaign. Our final measurement for the success of our campaign will be to see exactly how engaged the consumer is with the brand at Point of Sale. To do this we will track how many coupons are redeemed by those who played the Wendy’s game. Our goals for each of these objectives are all to be reached within the three-month summer period that we have set for our campaign. When looking at the presence Wendy’s has on social media, we are looking to increase the volume of conversation and interaction consumers are having with and about the brand. Our goal is to double the number of likes, retweets, and favorites of Wendy’s promoted content in comparison to the current activity seen on brand’s social media accounts. Additionally, we want to see a 50% increase of generated user content on social media versus the past year. Our goal for engagement at Point of Sale is to have at least 30% of game users redeem their coupons at a Wendy’s restaurant during the campaign’s time period. #THANK YOU WENDYS
  • 18.
    CONCLUSION Stuck inher office on a hot summer day, Kristen begins to crave her daily pick-me-up drink. She gets a notification on Facebook from her friend Megan who has just shared a link to play the Wendy’s Summer Sip Me Up Game. Kristen decides to play it quickly before heading out. After completing the game she is rewarded with a coupon for a free FruiTea Chiller at her nearest Wendy’s. After trying her FruiTea Chiller she decides to share the game link with her friend Amy. This campaign is based on a deep understanding of our target consumer’s lifestyle and media habits. We are confident that the best place to reach Kristen is on her mobile device, or online in general because she is an avid social media user. Because she is always on the go, we believe that the use of outdoor advertising will add another component to the campaign that will reach her in moments when she is not on her mobile device. Since the target audience age range is large, the use of television commercials will target the slightly older audience. These carefully thought out media channels will not only gain Kristen’s attention but will encourage interactivity with the brand gaining likes and retweets, increasing user generated content, and boost coupon redemption rates, eventually accomplishing the overall goal of boosting sales 7%.
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    Allon, G., Federgruen,A., & Pierson, M. (2011). How much is a reduction of your customers’ wait worth? an empirical study of the fast-food drive-thru industry based on structural estimation methods. Manufacturing and Service Operations Management, 13(4), 489-507. doi:10.1287/msom.1110.0343 THANK YOU