advertising management final project: imc for mr. sub

Beat hunger. #REFUEL. Zoe Brook Eileen Chen Julia Howe Ari Soberano Paul Vaillancourt

We are Ad dis agency

AGENDA

CURRENT SITUATION

INTEGRATED MARKETING COMMUNICATIONS

IMPLEMENTATION

Current situation 20 years ago

now

MARKET LEADER

•  + have drowned the company’s communications

•  “Oh Canada” campaign is not working

Communication objectives

1 2

3

4

Create excitement around the brand

Become top-of-mind

Increase recall as “sandwich for lunch”

Drive conversion from subway

State of the industry: chilled and deli meat

State of the industry: sandwich

65%

15%

8%

8% 4%

Channels of Distribution

Supermarkets

Independent Retailers

Convenience Stores

Specialist Retailers

Other

Mr. sub: past brand values

Canadian heritage

WEAK ASSOCIATIONS

BORING + STALE freshness

Competitive analysis

Mr. sub: new brand values

HEARTINESS

AUTHENTICITY

FRESH

DIVERGING FROM

HEALTHIER GOURMET

“DIET”

DIFFERENTIATION FROM COMPETITION

The campaign

IMC: #REFUEL

SALES PROMOTION ADVERTISING DIGITAL

PERSONAL SELLING PUBLIC RELATIONS DIRECT MARKETING

IMC: BRAND MESSAGE

“beat hunger. Refuel with mr. sub”

• Consumer self-interest • Motivation of hunger

Rational appeal

AUTHENTIC

Beat hunger

hearty value

refuel

IMC: BRAND MESSAGE

Nodes in the consumer’s mind

after the #Refuel campaign

IMC: brand story

PUBLIC RELATIONS

The Beat Hunger Team Vote

The Hearty Sandwich Contest

The ReFuel Road Trip

Random Refuel The Crash

Main activities

objectives Engage consumers

build excitement

Communicate message

Drive home heartiness + authenticity

Team contest: December to January TEAMS SUBMIT TO BE CHOSEN AS THE

“BEAT HUNGER TEAM”

Customers vote on Facebook

Creates excitement and authenticity

Sandwich contest: January

Generate excitement build “heartiness” node

Localized sandwich names Participation + authenticity

Only available at lunch time Cement mr. sub as lunch option

3 months only during lunch hours Perceptions of urgency; drives purchase

Sandwich contest: January

02 Jan

02 Jan

The road trip: February

LIVE TWEETING THE WHOLE WAY

BUILD EXCITEMENT AND RECOGNITION

P.O.D. FROM COMPETITORS

RANDOM REFUEL February

Hearty and authentic

Goodwill and positive associations towards mr.

sub

Brand values: #randomrefuel #beathunger

Consumer interaction with #payitforward

RANDOM REFUEL February

The crash End of February

SYMBOL OF MR. SUB’S REVITALIZATION

#REFUEL food truck will crash into “boring and stale” Mr. Sub location in Yorkville

Mild violence = target market

Food trucks June to august

10 food trucks

•  Cities with mr. sub locations •  Metropolitan areas •  Lunch hour •  Featuring CITY’S sandwich contest winner

Food trucks

digital

digital

Shareability + measurement

#refuel #beathunger

#refuelroadtrip #randomrefuel

Vine vs. instagram

40M users 130m users

Participation rates

Avg. number of followers

Facebook vs. twitter

PLATFORM FOR CONTESTS

RICHER CONTENT

Real-time Road trip

Strongest interaction between brand and consumer

DRIVES PARTICIPATION

Keeps brand top-of-mind

recognition and recall

Conversion from subway

advertising

Advertising on public transportation

OBJECTIVE: FREQUENCY

Message: refuel

Call to action: follow the

journey

Public transportation metrics TTC Ad Rates Bus Interior (11” x 35”) Subway interior (11” x

35”)

Impressions/week 8709 8034

# of posters 3325 2693

reach 48% 40%

frequency 41.7x 45.5x 4-week cost ($000s) $50 $67

Cost per poster $50 $25

Total cost $216,250 $134,300

TV SPOT: HOCKEY DAY IN CANADA

30-second TV spot

Television 42%

Public Transportation

35%

Public Relations

23%

Communications expenditures $225k

$350k

$425k

$1 million

Fleet of 10 food trucks

Tv spot production + media buy

public transportation

Population based on target market of males in Canada aged 15-39 based on Statistics Canada Assume we can reach 12% of the target market Assume average price of a sub is $6.00, therefore profit is $1.50/sub

step-down analysis $1,074,222 profit

$4,296,888 revenue

716,148 unit sales

5,967,900 target market

Financial Indicators Metrics

Potential retail revenue $1,074,222

Forecasted costs $1,000,000

ROI 7.42%

Financial implications

implementation

Implementation timeline 1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER

December 2013

January 2014

February 2014

march 2014

April 2014

May 2014

June 2014

July 2014

august 2014

September to November 2014

Refuel digital campaign begins

Tv spot launch + Prepare road trip launch

Measure TV reach + launch

road trip

Refuel road trip continues

Begin setup and configuration of

food trucks

Public transport campaign in 3

cities

Launch food trucks

Measure sales increase

Begin production of final social

media campaign

Execute contingency plan

+ Launch closing

social media campaign

Communications strategy COMMUNICATION

VEHICLE FREQUENCY TARGET AUDIENCE

COMMUNICATION OBJECTIVE

SPECIFIC MESSAGE

1x (January 18th)

3 months

1-3x/day

3-5/day

1-3/day

Hockey enthusiasts

commuters

General public

General public

General public

Brand awareness

Drive traffic to digital + inform

Brand awareness

participation

refuel

Media plan

Mr. Sub Refuel Campaign 2013-14 Month December January February March April May June July August September October November

Public Relations Refuel Road Trip

Refuel Food Trucks

Digital Facebook

Twitter

Vine

Instagram

Advertisement TV Spot on CBC Hockey Day in Canada

Public Transport

RECALL à FREQUENCY

Nov 2013

Dec 2014

June 2014

Digital

Television Spot

PR: Food Trucks

Public Transportation

Reach

Time

Media Patterns

Media

Carry-over effects

Wear-out effects

Recency Theory

6 months between start of communications and purchasing opportunity

Marketing communications does not stop Until after food trucks

Ex: public transportation advertisements

Measurement

16-39 years old living in Canada

PRE-TEST: NOVEMBER 2013 POST-TEST: DECEMBER 2014

1.  List the first 5 sandwich brands that come to mind (recall)

2.  What words come to mind when you think of Mr. Sub?

3.  What words come to mind when you think of Subway?

4.  What are the top 5 places you would go to for lunch?

5.  How many times have you visited a Mr. Sub in the past month?

Measurement Post-campaign

Company-wide

Increase in market share

Increase in dollar sales

Overall revenue

ROI per communications piece, and overall

Increased traffic per store

Public relations Food trucks:

•  # of customer visits

•  $ sales/hour

Random refuel:

•  # sandwiches given away

advertising TV Spot •  Number of impressions •  % difference between forecasted and actual number of

impressions •  Cost per thousand Public Transportation •  Number of impressions •  Cost per thousand

Measurement Post-campaign

Digital Facebook: •  Increase in Facebook likes •  Number of interactions (comments) •  Number of interactions per contest

(Sandwich-choosing) Twitter •  Increase in followers •  Number of tweets using #refuel in Canada Vine •  Increase in followers •  Number of views •  Average number of likes per picture

Instagram •  Increase in followers •  Average number of likes per picture Website •  Number of impressions over time •  # of visitors, and % increase in visitors •  Duration of stay

Thank you For #refueling with us!