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Building the Buffalo Wings and Rings Brand
Integrated Marketing Communication PlanPrepared by:
Stuart LenigTiffni McNeeseAmanda MorrisDalila Thomas
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Table of Contents
ExecutiveSummary..2CompanyBackground...... .3SWOT Analysis .. . . . . . . .. . . . . . . . . .. . . . . . . . .. . . . . . . . . .. . . . . . . . .. . . . . . 4 Target Market/Consumer Behavior Analysis .. . . . . . . .. . . 6 Competitor Product Analysis .. . . . . . . . .. . . . . . . . .. . . . . . . . . .. . . . 7 Marketing Objectives ... . . . . . . .. . . . . . . . .. . . . . . . . . .. . . . . . . . .. . . . . . 8 Communications Plan Timel ine ... . . . . . .. . . . . . . . . .. . . . . . . . .. . . 9Marketing Budget ... . . . . . . .. . . . . . . . .. . . . . . . . . .. . . . . . . . .. . . . . . . . . 10Marketing Strategies... . . . . . . . . . . . .. . . . . . . . . .. . . . . . . . .. . . . . . . . . 11MarketingTactics17Evaluation of Performance....23References...25
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Executive Summary
The Buffalo Wings and Rings location (hereafter referred to as BWR for the
corporate entity and BWRH for the franchise entity in Hopkinsville, Kentucky) is typicalof many franchise operations. Moderate business generated by name, reputation of the
product. However, the brand is not universally established like McDonalds or Pizza Hut
and does not have the brand identity of larger chains. Naturally, this leaves the franchise
in a vulnerable position needing to increase brand recognition, generate business already
attracted by competing chains and building brand loyalty. Naturally resources restrain
the franchises competitiveness, and the local affiliate must make careful use of media
buys and must economize when creating media campaigns. The franchise has benefited
from the use of low cost or free publicity such as press releases featuring
groundbreakings or special events, social media sites and a website that discusses the
BWRH menu and other up coming promotions. Clow and Baack discussed the importance
of social media to current consumers saying that, 47 percent go to a social network site
to download coupons or to search for information about a product. (254) The fact that
the web is beginning to dominate marketing and advertising efforts should be a factor in
current strategies.
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Company Background
Buffalo Wings and Rings was initiated in 1984. The first restaurant debuted in 1988
in Cincinnati, Ohio. The chain moved from Midwestern roots to establish a presence withfranchises in 14 states with 44 locations. The restaurants are heavily concentrated in the
Midwestern region with locations in Wisconsin, Michigan, Ohio, Illinois, and Indiana.
There are also locations in California, Texas, and North Carolina, and Florida suggesting
the company is seeking to extend its reach nationally and embrace all coasts. The
company wishes to be a family restaurant destination for casual dining for people to
catch-up and connect. The emphasis is on spicy chicken wings, sandwiches, and salad.
A press release describes their mission to be related to having a fun, family
atmosphere. To this end, the corporate image stresses a family restaurant. Alcohol is
not featured in the online menus although the use of televisions and sports suggests a
menu is libations is available. In fact, Margarita pitchers are a promotional item as part
of current restaurant initiatives, alhough BWRH observes that market their emphasis is
on a family business. Franchising info articulates that The inside of our restaurants are
designed to be fun and engaging. We provide a family friendly place to come for great
food, to watch the game or to catch up with friends.
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SWOT Analysis
The strategic planning tool of the SWOT analysis explores the Strengths,
Weaknesses, Opportunities, and Threats to a corporate entity.
Strengths
BWR has a strong element of simplicity, commonality, and genialness. Its brand
reaches a broad and sweeping demographic, and the negatives expressed by its brand
identity are few. Its values include fun, sports, relaxation, and family values and its
encompassing values reach a wide cross section of probable consumers.
Weaknesses
A weakness is that brand identity is easily overwhelmed. There are countless wing
restaurants and chains that have sprung up in recent years. Distinguishing the
corporation from the pack at this juncture is difficult. Further, sports themed
restaurants seem exceedingly common and it might be more difficult to market another
that is similar to other establishments. Further brand identity is neither very distinct or
very well known. Also corporate seems to have a loose grasp of the franchises. This is not
to say that it is a danger but it could be one, if the franchises do not have uniform levels
of service, efficiency and value.
Opportunities
Opportunities may be available by either spreading out and making the name
brand better known or by growing stronger through current locations. The fragile
economy also makes consumers wary of costly expenditures, and the efforts to entice
the consumer through online promotions and advertising are likely winning strategies forthis economic cycle.
Threats
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Threats are the various wing restaurants already entrenched throughout the
nation. These establishments provide roadblocks to the establishment to competitors.
More broadly based competitors could make new expansions risky or unsuccessful.
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Target Market/Consumer Behavior Analysis
BWR attracts the family crowd through the colorful interiors and large screen
displays that feature action sports while people are dining.
Products
Wings and sandwiches are attractive products to the entire family but mostlytargeted to male consumers who consume larger quantities of beef.
Salads and wraps featuring lower calorie faire are favorites amongst femaleaudiences concerned with figures and healthful nutrition for families.
Childrens meals including mac and cheese, corn dogs and grilled cheese items.Not as healthy as the womens menu, it provides value for family groups.
Catering can be a valuable commodity for churches and other social groups thatrequire a dining area and a simple menu.
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Competitor Product Analysis
A large competitor of BWR is Buffalo Wild Wings. Their menu, sense of fun/sports
excitement, and even restaurant design is very similar. The only difference is thatBuffalo Wild Wings features beer prominently in the menu and website suggesting more
adult, and perhaps less family friendly surroundings. This sounds like a smokier, rougher
and unhealthier crowd. However, the minimization of the family element may attract a
more strongly male and or singles crowd which might attract a slightly different
demograohic group. It was judicious for BWRH to not alienate any potential audience
already captivated by a competitor.
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Marketing Objectives
Over a one-year and three year period, the corporation can make adjustments to
marketing to increase brand recognition, customer buyer behavior, and consumerpromotions.
The first year goal would be to make a more dynamic web presence for the
Hopkinsville franchise. Efforts would include:
(1)Using more media and video to make the Facebook presence more elaborate andattractive.
(2)More attention to the presence would include constant and continual promotionsin the Facebook presence to encourage return traffic and to keep customer traffic
constant.
(3)Create a regular webpage presence to offer a more controlled and systematicrelease of information than is available by the externally controlled Facebook
presence.
The three year goals are more substantive. During the three-year plan, monies
should be spent to produce more logo items for children and adults that promote the
name and brand more effectively. The logo is attractive, but not widely disseminated.
(1)Logo items would include puzzles, coloring books, napkins, carry out containerssimply to keep the brand before the consumers eye.
(2)Promotions targeting different groups and demographics should be displayedweekly in the Facebook and web presence. Promotions should be tied to
community or national events. (Womens month, black history month, Relay for
life, Earth Day, special civic holidays) Coupons or discount codes should produce
repeat visits to the web presence and increase the web presence as a destination
point.(3)The web presence should strongly focus on content (games for kids), nutrition tips
for moms, sports facts for guys to maintain a connection to core audiences. The
demographics should be loosely defined and as broad as possible. The idea is to
maintain as much traffic flow to the site as possible to encourage repeat visits.
Every time a customer hits the site, they should receive a premium, a coupon, a
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reduced rate, a discount code, something that encourages return visits both to the
franchise and to the site. In this sense the Facebook presence could steer traffic
to the website.
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Communications Plan Timeline
June-Dec. 2011: Innovate and revise franchise web presence.
Nov-Dec. 2011: Start weekly promotions (coupons) via Facebook presence
January 2012: Debut revised content-enriched website. Maintain linkage to Facebookpresence to draw traffic to the website. Do not offer discounts through Facebook butentice visitors to visit the website for premiums. Make the link simple and obvious.
January 2012: Roll out logo items for children around the holidays.
June 2012: Roll out logo items for catering and takeout carryout foods
December 2012: Promotions should be rolled out on a monthly basis.
December 2012-Dec. 2013: Tabulate the data on most effective promotions and focuson the ones with the most response during the final year of the initiative.
January 2014-Dec. 2014: Continue with most successful promotions online through thewebsite. Continue using logo items to build brand identity. Continue development ofcreative content to draw consumers to the franchise website.
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Marketing Budget
$10,000 annual budget for 3 consecutive years or $30,000
Web master to create content and update the website $5,000 per annumLogo items for carryout/childrens coloring books $3,000 per annum
Marketing person to position logo items at community events $2,000 per annum
Publicize the brand at town meetings and civic events
$30,000 TOTAL
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Marketing Strategies
BWR finds itself in a position that should be motivated by differentiation and
innovation. The difficulty in determining where to allocate resources to produce a properbrand image is complicated by a fragmented market place. Many still read newspapers,
but that is moving to an online industry. Newspaper ads and television ads involve high
cost and a possible miss of potential markets. Additionally, in a market saturated with
similar themed and branded restaurants, BWR is tasked with strategically building a
brand that can distinguish itself as a equally reputable and recognizable while still
holding true to company values. The new age of technology and advertising calls for
companies become more innovative and strategic in stretching their marketing dollars to
a consumer base that is ultimately online-based. By launching highly targeted promotions
in the form of viral campaigns, marketing engages employees and consumers alike to
save money and harness an increased interest and revenue for their respective brands. As
a result, this plan suggests that BWR should approach is media campaign creativelyby
infusing their traditional and innovative media with more modern technology.
Proposed Media Strategies
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Strategy Summary
BWRH has affirmed itself as a morality-based, family oriented organization and
might therefore profit from tie-ins to social media that will attract a great number of
their consumer as well as broaden this reach to draw in, or link, with civic and religious
groups. A Facebook and Twitter presence integrated with a strengthened website
presence might be the best low cost manner of stimulating business. For example,
promotions and specials tied to holiday seasons, (Easter, Christmas, Thanksgiving, July 4,
Presidents Day, Labor Day, etc.) would provide a convenient tie in to specific game and
sports specials. Promoting these events via social media that can ultimately direct and
draw people to the BWRH website creates a cyclical effect that will not only engage
potential customers in the promotional process but attract consumers to check back
regularly.
Advertising buys could be linked to key sporting events in the seasons. Basketball,
baseball, and football playoffs, if not the more costly bowl and final games, are likely to
be key and prime target times. Further, emerging sports such as Nascar and Soccer can
broaden the family friendly perception of the restaurant and will target an often less
recognized and underestimated audience populations. Accentuating womens sports,
emerging sports, and world sports, and the franchise appeals to a broader more diversedemographic as opposed to limiting the sports programming and the messages to merely
traditional American sports. This can include your typical soccer mom toting a
recreational league soccer team for an after game celebration to new audiences such as
South American immigrants who are family-friendly and anxious to involve themselves in
American sports culture. The key is to diversify the world of sports, define family in the
broadest way possible, yet focus it through brands mission and environment.
Implementing this diverse approach to sports in general beyond the traditional will
contribute greatly to the communications plan of differentiating the BWR brand
creatively and innovatively.
The free-market is growing. As consumers choose to exercise their buying power
through personal research, web-based methods, and designer niche media; designing a
strategy that works for corporations becomes intensely problematic. Problematic in the
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sense that this web-based promotions are a new realm for many, yet an important one to
tackle in order to stay ahead and relevant in the advertising and marketing race.
Attractive and relatively low cost websites can work in conjunction with social media
sites, local businesses, churches, and civic groups to drive consumers to the corporation.
In essence this form of marketing is direct and can be targeted through emails, social
media and private websites that broadens the reach beyond traditional media to prove in
some cases more effective. At the same time, servers, database management, and
webmasters can introduce new costs. Certainly, a key way to control costs is to rent
space in an established cloud network, and carefully track traffic flow. However this too
will cost in terms of time and energy management, as well as are not likely to offer the
professional, extensive, or expansive reach that some other efforts can make. The cost
of investing in some administrative marketing needs is likely to be offset by the mass
availability of free options that will not eat up these costs and can be reassigned as
needed to cover other administrative needs.
Combined with web sources, free sources such as press releases, community
events, seasonal and holiday promotions, are low cost ways to attract business. This is
seen specifically in various world events reflected in our culture, such as September 1tth
or health observances, where customers become donors to a cause while still buying intoproducts. Some corporations offer a percentage of each sale as a donation to induce
more people to give to a cause. Not only are these efforts respectable, but also will
reaffirm and back the brand through association with other causes and brands.
For BWRH very targeted promotions and public outreach efforts can be targeted
through special events and public relations. A more prevalent and relevant option might
include a 5k run or marathon. This correlates to the restaurants sports identity with the
brand, and would draw favorable media attention at low promotional cost. An eating
contest, though less healthful in an increasingly health conscious time, might also be a
possible audience and community builder among the target market. To The contest could
be repositioned to create prizes for patrons who ate regularly at the restaurant and were
the most improved in their dietary habits. Less flashy than the traditional eat a large
quantity of chicken wings, but easily a better campaign for todays market.
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Collaboratively, each of these strategies will infuse and build upon each other to
create a well rounded and comprehensive media campaign in the short-term and long-
term. They also offer a new age media approach, focus on low costs expenses, and fairly
easy management that will allow the business to focus on its most important mission, as
well as a critical factor in a successful media strategy, the customers.
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Marketing Tactics
Emphasizing an Online Media Presence
The Internet opens up the doors of BWRH to the surrounding community andbeyond. These technologies can help to make a virtual community that keeps the BWRH
business at the top of mind for an already established fan and customer base and lets
BWRH fans help the business engage new prospective customers. Creating this online
community has the capabilities of driving foot traffic to stores. As a free source of
publicity, social media options should serve as a primary communication and promotion
vehicle to drive the BWRH message and attract customers.
Website
Corporate website: http://www.buffalowingsandrings.comLocation page: http://www.buffalowingsandrings.com/locations_store.php?id=118
BWRH will utilize the corporate website as the one-stop source for information
on products, location, and potentially order. On the specific Hopkinsville location,
BWRH should look into including links to social media sites that will direct local
customers to more target and area specific promotions that may be going on in theHopkinsville, KY area. Also, in the future, BWRH should consider implementing online
ordering as an option.
Facebook
Facebook profile:http://www.facebook.com/pages/Buffalo-Wings-Rings-of-Hopkinsville-KY/127499773955353
BWRH already has an established Facebook presence with approximately 840followers to date. However, the frequency of posts and interactions is minimal and
does not generate the online buzz that is likely to generate traffic to the website,
word-of-mouth marketing, or build the relationship with customers that will
ultimately generate all of the above.
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Post "daily updates (2-4 daily) re: specials of the day and information aboutspecial events, promotions, or in store happenings. Provide exclusive online
coupons and promotions promoted through Facebook to followers.
Do not have all Facebook status updates be entirely about advertising andpromotion. Social networking is a means to create a community and build personal
relationships with a loyal base. Interact with customers by providing real-life
stories of events that have happened and commenting on posts made by customers
on page.
Solicit information from Facebook via polls, comment monitoring, and analytics togarner valuable information that can be telling of marketing effectiveness. This
information can be used to appropriately adjust marketing efforts as needed.
Twitter
BWRH does not have an established Twitter account. As one of the newest and
growing tools in online media presence, it is important that BWRH establish this presence
as well in order to remain relevant and innovative. Once established, BWRH can:
Build online community and reinforce both Facebook and website messages and asa quick media blast tool.
Send updates through the week describing If your finished product is linkable,include a link to the website, song, photo, etc. that you just created. However,
The key to a successful online presence is to ensure that the message is consistent across
all mediums. All accounts should be linked and direct customers to one another.
Public Relations and Outreach
Press Releases
In addition to social media as a strong public outreach tool, BWRH will strive to
establish lasting and meaningful relationships in the surrounding are as well. This can be
accomplished by keeping media outlets informed of particularly large scale or special
events and sponsorships events. See example.
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Special Event
To increase brand awareness of the BWRH location in the Hopkinsville area, BWRH
will become a local corporate sponsor of the Jennie Stuart 5-K Run & Little River Days, a
race generally held mid-late May annually in Hopkinsville, KY. As a sports related event,
this half marathon promotes itself as a family friendly event and is well aligned both in
purpose and in concept with the BWRH mission and target audience. The race itself
attracts runners and walkers of all ages for the purpose of raising and donating proceeds
to purchase athletic training supplies for local area high schools. Sponsorship of a
marathon will provide product exposure to the target demographic with the additional
option to promote such as the brand through logo through marathon advertising and
promotional materials.
The rationale for sponsoring the Jennie Stuart 5-K Run & Little River Days race is:
Participation by BWRH in an event specifically targeting the same campaignaudience will allow the company to generate positive publicity and brand
placement.
The marathon will provide a public venue to highlight the local business presencein the community and encourage the similar Family friendly environment.
In addition, by becoming a local sponsor of the race, BWRH, will receive additional
publicity attached to the event and supplemental media coverage. As part of a post-
event celebration, BWRH can offer a special promotion for race participants in store that
should be publicized prior to, during, and immediately following the race to encourage
participants to become regular patrons.
Event Date: Saturday, mid-late May annually. Race begins 8 a.m., ends by 12:30 p.m.
Location: Start and finish at the intersection of 7th and Bethel Streets, near Founder's
Square in downtown Hopkinsville.
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Invitation: Media will be in attendance for the Half Marathon and 5K, and will be
informed through a press release of the BWRH participation, special promotion
announcement.
Parking: Race day parking will be available in the Justice Center lot located between 7th
and 9th Streets and visible from the start line.
[See example of press release on next page]
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Sales and Promotion
BWRH already has a pretty extensive promotional offering menu that is available
to customers. BWRH will continue these weekday specials as an effort to draw in
customers and build patron loyalty. The goals of sales and promotions will be to
effectively make customers aware of the following promotions:
Kids Eat Free Mondays .40 cents Wing Tuesdays .99 cents Tenders Wednesdays Karaoke Thursdays /$6 Margarita Pitchers/ Thirsty Thursdays On A Wing & A Prayer Sunday's (10% of meals)
This can be accomplished in-store by prominently advertising weekly specials at
tables. As BWRH works to more prominently place its name and brand, these type of
promotions can be implemented in efforts to effectively disseminate the name and brand
through the proposed objectives of implementing puzzles, coloring books, napkins, carry-
out containers. As customers leave in-store with these materials, they are taking with
them a constant reminder of their time and meal at BWRH, and are likely to return in thefuture.
Attending to local area needs through the business services will also bring
significant attention to the BWRH location. Integrating kickback programs that will
generate business for BWRH as well as benefit local area schools, developmental football
leagues, and high school baseball leagues plays into the family-oriented concept behind
the brand. Several private schools that do not have cafeterias and often order out to
local area businesses to provide food in the absence of this service. These institution
usually place large orders that can generate a regular source of revenue for the business.
By getting involved in such programs , BWRH can offer a group discount for larger orders
and as it currently stands offers a 10% kickback of these funds to the school or worthy
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cause a worthy cause. This promotion can greatly contribute to building brand awareness
and directing traffic to in-store. It also aligns with the corporate mission of the business.
BWRH can also expand this service to include more corporate partnerships, such as the
one shared with local business, Patriot Chevrolet. One day out of the week, BWRH caters
lunch for this business, which also serves a frequent and regular source of revenue.
Simply by providing this service, which ultimately does not require a larger, upfront
expenditure of money, is a great way to integrate the brand within the community.
Mass Media Advertising
Although some form of traditional media will be necessary, it is not the primary
function of this plan due to the high costs and the sometimes limited reach of this
medium. As a result, mass advertising via, radio and TV has been limited initially to
direct funds and focus on more interactive and grassroots efforts. Audiences today are
aware of the relationship between all media and marketing. Malmelin writes that
virtually everything that reaches the consumer is aimed at promoting something. (136)
So radio spots, direct marketing, and web resources today may be equally well-received.
BWRH should continue to purchase a limited amount of radio advertisement space
on local radio stations, specifically those that are sports-centric or family-oriented,
during peak times. Week long ads prior to prime sporting events such as championship
games, Olympics or other high attention capturing sporting events are prime times to
utilize such efforts as customers that are on the go are likely to listen to radio as a
means to keep up with scores or otherwise. This effort is already implemented and
should be continued. In the future, BWRH can look into expanding this area as revenue
increases to allow for such.
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Evaluation of Performance
Use of media to advertise and build an efficient integrated marketing
communication plan is tricky. Growth in business can be prompted by length of time in a
location, growth of desired demographics, a normal rise in population and the economy.
Many other factors can impact the growth of sales, therefore measuring the success of
marketing tools requires sophisticated measures.
Prior to the implementation of the one-year and three-year marketing plans,
seasonal traffic flow and purchasing behaviors must be charted on a month-to-month
basis to determine if traffic flow and buying behaviors are impacted by the marketing
initiatives. If flow and buying behaviors change we can assume some success in the
strategies of:
(1) increased web presence(2) enhanced logo items(3) (3) continual online promotions(4) (4) increased web content.
If these initiatives seem rather small and partial it is simply a reflection of the economic
realities of a small franchise location, and the realities of revenue flow. Businesses have
found print ads to be declining in popularity and lately new ads called push-down ad:
intro ads that viewers click through to get to a homepage. (36) have grown as a
prominent alternative to print display ads. For a business to remain in profit, large sums
of necessary capital cannot be invested in costly media buys when such buys could
produce marginal results. The strategy here is to:
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(1)Build carefully using tools that already connect to patrons lifestyles: internet, websearches, online coupons. Facebook and social networking sites enhance and provide
valuable web content data.
(2)Combine efforts to promote logo items that seek to build patron familiarity with theproduct and increase interest in the product line, and increase traffic flow at the
restaurant.
These initial steps seem appropriate at this franchises stage of development. If brand
recognition, and larger traffic flow merits expansion of more extensive media buys in
the future, than that would be a topic for a future program. However, at present, large
and expensive media buys either in print or in video/television/cable would seem
counterproductive and risky with limited capital.
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References
Clow, K. E. and Baack, D. (2009). Integrated Advertising, Promotion, and Marketing
Communications. (4th Ed.) Upper Saddle River, NJ.
Malmelin, N. What is Advertising Literacy? Exploring the Dimensions of Advertising
Literacy.Journal of Visual Literacy. 2010, 29:2, 129-42.
Schulte, B. Looking Up.American Journalism Review. Summer, 2010.