TABLE OF CONTENTSAbout Seven Wonders ••••••••2Situation Analysis •••••••••3Executive Summary•••••••••4SWOT Analysis ••••••••••5-6Competitive Analysis ••••••••7Demographic Profile •••••••••9 Target Audience •••••••••10Campaign Objectives ••••••••11Consumer Insight•••••••••12Creative Brief •••••••••••13-14 Budget ••••••••••••••14Executions•••••••••••• Internet/Guerilla •••••••••15 Franchise Expansion and Location •••16 Special Promotion ••••••••17-18 TV Spots •••••••••••19-20 Application Media •••••••••21 Print Media ••••••••••22Public Relations •••••••••23

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The Seven Wonders

Brianna EdwardsAssistant CD

Dallas, TX Public Relaitons Major

Peyton BengeCopy Writer

Yukon, OK Advertising Major

Brooke PettibonAccount Planner

Dallas, TX Advertising major

Chad Blair Media Director

Dallas, TX Advertising/Marketing Major

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Alexa WagemanCreative Director

San Antonio, TX Marketing Major

Gabby CobioResearch AssistantDallas, TX Marketing Major

Scott JonesAccount ManagerAustin, TX Marketing Major

The consumer market of Sonic is changing in a few ways. The first change is the decline in the “baby boomer” generation. As this generation begins to shrink in presence in the market, the millen-nial generation will soon have a population

of 75.3 million and will surpass the 74.9 million boomers. This will establish the millennial generation as the lathe largest living age demographic in the market. The largest consumer markets at Sonic currently are women who hold positions in sales. These women are typi-cally between the age of 25-34, possess a HHI of $75,000-$149,999, and are typically eating at Sonic be-cause they are seeking a quick meal after work. However the age range of 18-24 is also close in market share for Sonic̓s consumers and should be considered when targeting desired markets. Sonic̓s consumers have many options in the fast food in-dustry to choose from when deciding on how to satisfy their needs. The fast food industry contains a large number of competitors, but not all fast food restaurants are directly in competition with Sonic. There are fast food restaurants that fall into the “Mexican” and “chicken-based” fast food cate-gories, while Sonic falls into the “burger-based” category.3

Situation Analysis

Although Sonic doesn̓t possess a large portion of the fast food market share, it is becoming a tough competitor be-cause of the variety it offers that no other restaurant in its class offers. Restaurants like McDonald̓s and Burger King possess many more store locations, but lack variety. Local restaurant Braum̓s isn̓t considered a threat in the market share, but is known for its quality food and in-store grocery mamarts.

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Sonic is a “burger based” fast food chain in a highly competitive market. Although its competitors hold a large share of the market, Sonic is a rising competitor with a large set of unique strengths. Sonic̓s core strength is the variety it offers to its customers. Unlike its competitors, Sonic offers over one million dif-ferent drink combinations. They have more forms of drinks than any other competitor, ranging from soft drinks, slushes, shakes, to energy drinks; all offered in a wide range of customizable flavors. Along with its variety of drink forms, Sonic also offers a large number of food items that cater to a wide variety of tastes including break-fast foods, many chicken based items, and different style hot dogs or “coneys”. Sonic̓s core consumer is typically a woman from the age 25-34 who works at a sales position and earns $75,000-$149,999. With the “Millennial” population quickly rising and the “Baby-Boomer” population declin-ing, Sonic and its competitors are facing a change in con-sumer groups and Sonic is considering expanding its audi-ence to the younger age group.

-Drive-in atmosphere-quick & friendly service-happy-hour

-unique drink options-drive-thru compatible-la-large variety of meal

options-+3,500 locations in 44

states

-individual locations better suited for warmer climates

-large area needed to build a location

-not all locations open 24 hours

-smaller number of -smaller number of locations than major

-available market expansion-franchise growth-large menu allows for new and innovative food options

-competitors have an international presence -competitors contain more locations nationally-consumer is becoming more health conscious-d-drive-in platform limits expansion north

-Over 13,000 locations-Offers signature menu

items like “Chicken Fries” and “Icees”-Lacks variety

-Over 35,000 locations-Offers all-day breakfast-Limits the number of breakfast items offered after the traditional “breakfast period”

-Over 750 locations-Open 24 hours, 7 days a week-Doesn̓t contain near as many locations as its competition

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Sonic̓s current status as a popular fast food chain is increasing in strength. Sonic currently possesses 3,518 locations and sells a variety of food products. Sonic̓s current products are many different types of foods and drinks. Its food products vary from a large selection of burger meals, unique side items, snack options, and a large range of meal items like “Coneys” and chicken based options. Sonic offers a large variety of drink prproducts like slushes, soft drinks, shakes, and recently added to the menu: customizable energy drinks (they give you the option to add energy shots to your favorite flavored drink). Sonic also offers its entire menu during all hours of service.

Sonic expects to see a growth in its younger audience as the baby-boomer generation is dwindling and possibly a geographic expansion to more Northern states. The new startegies Seven Wonders̓ possess are aimed at reaching a younger audience and expanding influence into the North. The expansion to the North is slowly increasing but is also facing current problems with weather conditions being too cold for drive-in restaurants being able to opeoperate year-round. Sonic faces many competitors in the “burger-based” market. Here are just a few:

Competitive Analysis

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She’s 26 years old, married and has worked in a sales position for three years. Many things are changing for and her husband. The two plan on buying a new house with an extra room in hopes to start a family soon. Some days her and her husband are too tired from work to cook and want something quick, af-fordable, and satisfying. Recently, she’s had changing tastes but few fast food restaurants possess the variety she craves. She’s inteinterested in finding a new fast food restaurant that satisfies the variety of her specific tastes, but she doesn’t want the “quanti-ty” of items on the menu to lower the “quality” of the meal or

drink she orders.

MEET HANNAH.

Demographic Profile

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Gender: FemaleEducation: Graduated College

Age: 25-34HHI: 75,000-149,999

Marital Status: Married with childrenOccupation: Sales

Meet David. He’s 20 years old and single. He currently is enrolled in college and working a part time job. David has a busy schedule and rarely gets to leave campus. He’s searching for a quick snack and drink but doesn’t want to settle for

something low in quality.

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MEET DAVID.

Target Audience Profile

Gender: MaleEducation: Some College

Age: 18-24HHI: $0-$29,999

Marital Status: SingleOccupation: Student

Sonic intends to further its reach into this market through market-targeted advertising while also bringing itself closer physically to its customers.

Tactics

Strategy

Seven Wonders will use a variety of TV spots, print ads and internet-centered guerilla tactics to reach this new audience. Along with this we will advise Sonic to consider to consider three new expansions for their franchise and partner with other companies to expand Sonic̓s influence on its desired markets.

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ObjectiveOur objective is to

expand Sonic̓s reach into a younger market and to create a close and consistent relationship with this quickly expanding group.

Campaign Goals

When Seven Wonders first approached this campaign, we wanted to fully understand our current audience and hopefully discover a new market to expand into. With this in mind, Seven Wonders found new target markets and designed two surveys to test the opinions and desires of this younger market. Along with these surveys, Seven Wonders also conducted a survey asking for the opinions of a youth

market. The two surveys conducted for the 18-24 years old audience were initially aimed at discovering consumer insights about drink options. Through our surveys we found that this market isn̓t highly interested in purchasing energy drinks or “shots” at fast food restaurants. However, this same group of people concluded that they drink coffee daily and a fair amount of them consider buying coffee at fast food

restaurants. Our other survey, which was conducted over a range of 68 children from ages 5-12, was conducted to identify whether children would prefer to have chicken strips or chicken nuggets. One thing that makes Sonic unique in comparison to its competitors is that Sonic serves chicken strips instead of chicken nuggets. This being considered, Seven Wonders sought to uncover whether children had a preference between the two and in this survey we found that the students were indifferent, with

a 4 percent edge belonging to chicken strips. 12

When Seven Wonders first started this campaign, we wanted to identify a new market that Sonic could expand its influence into. The 18-24 demographic was the most realistic and viable option for a Sonic expansion and because of this Seven Wonders began working. This This target market is a difficult market to reach, because there are many people who work, attend school or both. At first our agency sought to capitalize on this market by increasing the implementation of Sonic̓s “energy shots” but our research concluded that this would be a mistake. Further research on this group eventually solidified the direction of this campaign. This nThis new direction was to solidify Sonic̓s brand into the minds of this young millennial market. Seven Wonder̓s will accomplish this with a combination of TV spots, sponsorships, franchise expansions, guerrilla tactics and print advertisements. The The first step to reaching this new target market is through new franchise expansions. The first expansion will be the “Sonic Drink & Snack Stop.” The “Sonic Drink & Snack Stop” will be a college campus/mall expansion of Sonic that will contain a smaller menu that contains the large variety of snacks and drinks that Sonic has to offer. Sonic will open two drink and snack stop locations: one on a campus and one in a mall. After a year of data, Sonic can decide whether to continue with this expansion. Along with this Along with this expansion, Sonic will also be adding two new items to the menu: “The Snack Pack” and coffee based items. “The Snack Pack” will give consumers the option to buy a selection of 4 different snack items on Sonic̓s menu for five dollars. This new item will target students or employees who work in groups but also desire to have a snack while working. “The Snack Pack” will also be served at both local Sonic̓s and the new store expansion sites. Along with the Snack Pack, Sonic will be adding a new line of coffee products like: lattes, iced coffee and regular coffee. Research suggested that a majority of our target audience consumes coffee daily and that these and that these were their preferred coffee items.

55%($20,900,00)TV Media

25%(9,500,000)Franchise Expansions/PR

1%($380,000)Other

8%($3,040,000)Internet

8%($3,040,000)Print

Creative Brief(continued...)

Seven Wonders has decided to use most of the campaign budget to use TV media. Sonic will become a sponsor of Monday Night Football to both reach a larger audience and successfully promote its “Wing Night” campaign. With this larger audience, Sonic will gain more influence in Northern states where it has been struggling to gain a stake while also attracting more consumers through the “Buy One Get One Free Boneless

Wings” promotion.

The pThe print and Internet media will use Kevin Durant to start an online contest. “The Most Valuable Drink” contest will be designed to encourage our consumers to come up and name their own creative and tasty drink combination that they think deserves to be on the Sonic menu. This contest will also be used to assert Sonic̓s position as the restaurant with the most valuable drink service. With Durant̓s influence, Sonic will receive a high volume of interaction with its consumers who want to design the “most valuable dvaluable drink for the most valuable player.” With this attention Sonic will create brand loyalty and will be able to reach a large number of consumers.Sonic already has its own app, but Seven Wonders tends to use a small portion of its campaign budget to increase Sonic̓s presence in apps. Seven Wonders will utilize the app Pocket Points to reach students. Tapingo will also be utilized for the new “Sonic Drink & Snack Stop.” Tapingo will allow the busy target audience to reach Sonic more seamlessly and without losing

any time of their busy days.

MuMuch like the variety Sonic offers on its menu, Seven Wonders will perform this variety of tactics to achieve our goal. The new restaurant expansions will bring Sonic closer to its consumers physically and create a valuable image for Sonic. The different media usages will widely spread Sonic̓s influence while capturing the consumer̓s attention with great deals and celebrity endorsements. This variety of advertising provided by Seven Wonders will increase Sonic̓s share in the millennial market and extend its reach phphysically to contend better with already established competition.

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Budget

Kevin Durant will launch a “hashtag” that reads “#MVD4MVP” on his online social media accounts to begin the contest. With his influence, Sonic will receive a high volume of interaction with its consumers who want to design the “most valuable drink for the most valuable player.” With this attention Sonic will create brand loyalty and will be able to reach a large number of consumers.

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what will you drink up next?

Internet/Guerilla

Seven Wonders plans to expand Sonic in new directions. The first way Sonic will be expanded is physically. Sonic will design a location with a more condensed menu called the “Sonic Drink & Snack Stop.” This new addition to Sonic will be placed in one mall and one

college location to test out our target audience̓s response.

A A few new items will also be available at the “Sonic Drink & Snack Shop.” In the research we conducted we found that 67% of our target audience drinks coffee daily. As a result Sonic will be adding a line of new coffee drinks to its menu. Another item, “The Snack Pack,” will be offered as a new deal for customers. Designed to attract busy and hungry

students, “The Snack Pack” will be served on the Sonic menu.

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Franchise Expansion and Location

The official sponsor of

BUY ONE GET ONE FREE BONELESS WINGS EVERY MONDAY NIGHT5PM-CLOSE

GRAB YOUR WINGMAN.

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RationaleESPN̓s MNF games rank as seven of the 10 biggest cable audiences among households in 2014.

12 of 16 weeks, ESPN won the night as the most-watched network among households and total viewers – cable or broadcast – in prime time on Monday.

ESPN led all networks on Mondays – cable or broadcast – in delivery of key male and adult demos (18-34, 18-49 and 25-54) all 16 Mondays in prime time this season.

TV SPOT 1*establishing shot of sonic*

Wingman

Right Guy: You know what? Mondays really aren̓t that badLeft Guy: Are you kidding me!? what is there to like about

Mondays?

RG: Well for starters, Sonic is offering Buy One Get One Free Wings from 5pm until close

LG: WOW THAT̓S A LOT OF WINGS MAN!

LG: Speaking of which do you want to be my wingman and maybe order some parmesan

wings?RG: No. I̓m feeling Asian Zing.

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LG: *silently pouts*...

RG: ..but I̓ll still be your wingman.

LG: *Gets Childishly excited*

*establishing shot of sonic*Right Guy: *to left guy*Why are you upset andacting so different?

Left Guy: Everything is fine. *pouts*RG: No it̓s not.

LG: Well, when were you going totell me that HE was here?*points at Kevin Durant*

RG: Kev is just here to get some Sonic just like usLG: THATS IT! IT̓S USUALLY JUST US!

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LG: *pouts* I don̓t even want Soinc anymore take me home.

RG: You don̓t mean that.LG:...Get me a Coney.

TV SPOT 23̓s a Crowd

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Application Media Sonic already has its own app, but Seven Wonders tends to use a small portion of its campaign budget to increase Sonic̓s presence in apps. Pocket Points is a mobile application that gives students rewards for not using their phones during class. Students need to simply open the app on campus, lock their phone, and start gaining points. These points are then used at local and online businesses for student discounts, coupons or gifts.

Tapingo is a mobile app that allows anybody, to order a meal on the go. Place your order before you arrive at your designation and when you arrive your order will be ready. Tapingo also delivers for some restaurants, but this isn̓t how Tapingo plays into this campaign. Tapingo is available on over 30 campuses across the nation. It is also said to be able to boost revenue by 17%, cut costs per location by $40,000 and be reused by customers 99.7% of the time. With this app, Sonic could incincrease its convenience by making itself both physically more available on campus while also being a click away on any mobile device.

Seven Wonders intends to place Sonic on these applications to attract the campaign̓s target audience age to eat Sonic while also encouraging college students to pay attention and do well in class. This will create a good image for Sonic in the eyes of its target audience because it shows that Sonic values education and believes that its customers who hold this same value deserve to be rewarded. Tapingo will not only show that Sonic values their customers̓ time, but that they understand how to adapt to to changes in how people can pay.

PRINT MEDIA

BLUE PINAPPLE

GRAPE RASPERRY SLUSH

W/NERDS

Print media is less viewed by the target audience of Seven Wonders̓ and so Sonic̓s print ads will be similar to our Internet ads in that they will also use Kevin Durant to display the contest throughout various ads in sports magazines like Sports Illustrated and ESPN The Magazine.

These pThese print ads will also continue to display various Sonic promotions like “Wing Night” and “Rush Hour.” “Wing Night” will also be displayed separately in ads that sponsor Monday Night

Football. This merger of two separate entities using print media will gather a much larger print audience in a media form that is losing influence on our

tatarget audience.

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We as SONIC value community as much as we value serving quality

food.

The cost of youth sports teams is increasingly expensive, 70% of parents have concerns about the cost to keep their children involved from year-to-year. Tots for Tikes is a new national campaign SONIC is launching that will benefit each SONIC Drive-in’s local youth sports leagues. Two percent of every tater tot purchase will go to that SONIC’s local youth sports league. Tots for Tikes will be a year-round initiative, and is prprojected to help more than 15 million children nation wide

stay active and involved in their communities.

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For more than 15 years, SONIC has been giving back to the Oklahoma community with programs gearing towards the Okla-homa youth. In 2009, SONIC started it’s first and largest annual fundraising event that supports teacher’s projects across the nation—Limeades for Learning. Now, SONIC is ex-tending its national outreach through a new program called

Tots for Tikes.