Media Plan

Creative communication StrategyFall 2015

Instructor Andrew MathewsEroica De Souza

DOUBLE CHEESEBURGER WITH THATEXTRA CRISPY BACON GAME. - DYAM DROPS (Five Guys reviewer - Youtube 5,840,166 views)

Target Audience

Five Guys FanaticJamesAge : 33

Income: $30,000 or more

Gender: Male

73% more likely to visit other fast food restaurants

Occasional Smoker

Enjoys a good bourbon

He is 44% more likely to go for dinner with co-workers or friends.

Originally from Richmond, Virginia.

Moved to the West Coast a year back for a gig at Linkedin.

Relationship status: Newly married.

Collaborative as opposed to competitive personality.

76% more likely to share a ride to and from work.

Five guys loactions.

Social Media Following

Social media following of Five Guys and its competitors.

Facebook Twitter Instagram

Burger King

Five Guys

In and Out Burger

Five guys Burgers 986,288 likesBurger King 7,509,164 likesIn and out burger 3,089,258 likes

Five guys Burgers - 650 posts, 8049 FollowersBurger King - 314 posts, 142 k Followers In and out burger - no o�cial page

Five guys Burgers - 13.8 K tweets, Followers 47.7K , Favorites 143

Burger King 11.1 k Tweets, 989 K Followers, Favorites 4,546

In and out burger - no o�cial page

Burger King

Five Guys

Burger King

Five Guys

Topsy data insights

Five Guys Fanatics have tweeted 4,668 in the last 30 days Sentiment score - 60

Delivery service demand - boots twitter following

Topsy data insights

Excitement peaks - with the tweets that mention a mix and match brands.

Target Audience media mind map

James

ESPN GmailSF Weekly

Facebook TwitterLinked InBleacher Report

YoutubeWeatherThe Bold ItalicYelp Reviews

UberLYFT Twitter

BuzzfeedYelpPandoraBart App

Weather appInstagramFacebookGoogle MapsNewsGoogle Drive

Objectives & Strategies

“James” Market Timing Budget

June 1st 2015 - August 1st 2015

Store opening July 1, 2015.$2,000,000

Generate conversationsThrough owned media on Instagram, Twitter and Facebook.Paid content media across native web publications.

Build and spark an excitement about the store launch. A cross brand promotion with Uber (to countdown the launch)Tap into the ride sharing consumer base. Rephrase Five guys as a millenial brand.

Reconnect with loyal consumers. Reconnecting and re-engaging with consumers that have grown up the brand. Highlight the classic menu options (Bacon cheeseburger) during the launch campaign.

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User scale

Beginner User Core User Hardcore User Occasional User

Five Guys target audience

This user cares the most.

Likes to make informed choices.

Has a deep connection with the brand.

Dreams of that double cheeseburger with that extra crispy bacon bang.

Budget Summary

Five Guys + Uber

Five Guys + Uber

Five guys + UBER how you can order a double bacon cheeseburger

To celebrate the launch Five Guys Burgers and Fries in San Francisco, a de-livery launch campaign will run for about 2 weeks before the opening date (depending on the media budget available).

The campaign o�ers an exclusive delivery service where Five Guys burgers and Fries teams up with UBER.

How it works:No matter where you are in San Francisco, nothing can satisfy a craving like a bacon cheeseburger and a side of Five guys fries. Five guys understands, come the 18th of June for a limited time o�er. Five guys teams up with uber to make your dreams come true.

To request, choose the �ve guys option in the Uber app. If a vehicle is avail-able, you place your �ve guys order and you will be enjoying your treat within half n hour.

Total Spend: $600k

Uber cross promotion

Once order is placed, using the UBER app you can track your order.

Anchor brewing - Ambient

76% of fast food enthusiasts enjoy a good beer. Five Guys essentially being an East coast brand, would bene�t a great deal from a cross promotion with Anchor Steam brewing of San Francisco.

The Offer: When you buy a 6 pack of Anchorsteam, you also get a scratch card with special o�ers for Five Guys cheeseburger’s and Fries.

Timing: O�er would run through the �rst 2 months of the store launch.

Total Spend: $100k

The Bold Italic - Sponsored ContentA sponsored content story on The Bold Italic. A uniquely San Francisco based online magazine.TBI is known for its content pieces and great reviews of latest food spots in the bay area.

Total Spend: $50k

Media Flow

June 1st 6/7 6/14 7/1 7/8 7/21 8/1Launch date

Launch date

% Media Weight

40%

30%

20%

10%

Thank You