Taco BellGregory Kohler

ADV 420

Spring 2014

Taco Bell – General Information

• Founded in 1962 by Glen Bell

• 1 of 3 Yum! Brands (along with KFC and Pizza Hut)

• 5,300 Taco Bell restaurants in the U.S.

• Annual Revenue of approximately $2 Billion

Spread Awareness

Taco Bell’s goal for this Digital Strategy is to create more awareness using social media.

Target Audience

• Males and Females 14 – 24 Years old

• High School and College aged individuals

• Low income

• In a hurry

Next best taco bell creation campaign

• Fans submit ideas for new products at Taco Bell

• Ideas with the most votes move on to the naming stage

• Fans name potential items

• Names with the top votes are given to the products

• Finalized products, with name, are placed on Taco Bell homepage

• Product with the most votes gets test marketed in stores

Next best taco bell creation campaign

• Fans would be able to pick from a list of ingredients to create a new item for us to offer. • Example ingredients:

• Avacado, Bacon, Beans, Black Beans, Border Sauce, Cheddar Cheese, Chili, Cilantro, Eggs, Nacho Chips, Flatbread, Hash Browns, Jalepenos, Lettuce, Cheese Sauce, Onions, Pico De Gallo, Potato Bites, Rice, Sour Cream, Salsa, Beef, Chicken, Sausage, Syrup, Tomato, Tortilla, etc.

• Next, they would write up a shot description of their Item

How we advertise

• Main form of advertising would be ‘Word-of-mouth’ via Social Media

• Friends trying to get friends to vote for them

• SEO

• Google Adwords

• PPC

• Email

Budget

• $48,000 per month

• Pay-per-click: $28,800

• SEO: $4,800

• Social Media: $7,200

• Email: $2,400

• Mobile, Content, Etc: ~$9,000

Using Social Media

• Sharing on Social Media• More Friends More Votes

• Drive Traffic to Taco Bell’s social media profiles and website

• Make potential voters like our facebook page before they can vote.

• Tweet out top vote getters via @TacoBell to get retweets and @-mentions

Performance Indicators

• Biggest KPI = Website Traffic

• Increase Facebook ‘Likes’

• Increase Twitter, Instagram Followers

• Miscellaneous: Mentions on Twitter, Trending Topic on Twitter, Friend Requests via Snapchat, Pinned Boards on Pinterest