MEDIA PLAN RECOMMENDATION

SPRING 2016

ELIZABETH YOUNG | LUCY SUTPHIN | EMILY WASHBURN | DANIKA PETERSEN

TABLE OF CONTENTS

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EXECUTIVE SUMMARY

SITUATION ASSESSMENT

TARGET AUDEINCE INSIGHTS

MEDIA STRATEGIES

MEDIA OBJECTIVES

CONCLUSION

APPENDIX

CONNECTIONS PLAN

MEASUREMENT PLAN

24

EXECUTIVE SUMMARY

Stuckinherofficeonahotsummerday,Kristenbeginstocraveherdailypick-me-updrink.At2:00pmher

mindgoesonautopilotandherfirstthoughtistoheadoutforaStarbucksCoolLimeRefresher.However,three

monthsfromnowshewillbeheadedtoWendy’sforaFruiTeaChiller.Here’swhy.

OurprimarybusinesschallengeistoconvinceourtargetaudiencethatWendy’sisthedestinationforaquick

pick-me-updrink.Thiswillbemeasuredbyincreasingsummerbeveragesalesbyatleast7%incomparisonto

lastyear.BecauseWendy’sisaquickservicerestaurant,thereisamisconceptionthatitisnotaluxuryexperience,

howeverwechallengethatwithdrinkquality,waittime,price,andhealthbenefits.Weknowthatourtarget

audienceisalreadyplanningonmakingastopatherlocalStarbucksorPaneraforapick-me-updrinkafewtimes

aweek.OurcampaignstrategystemsfromourinsightthatwomenlikeKristenarealwaysbudgetingmoney,

time,andtheirhealthchoices.WeneedtoshowthemthatWendy’srewardsthesewomenbysavingthemafew

extraminutes,dollars,andcalorieswhentheypurchaseadrinkatWendy’sversusadrinkfromtheircompetitors.

Ourstrategystatement,“Wendy’srewardsyoupastthedrink,”willplayintoourfivetouchpoints:socialmedia,

outdooradvertising,televisioncommercials,andinternetadvertisingondesktopandmobile.Wewillbecreating

asocialmediacampaignthatemphasizeswhatyoucangainfromtheextratime,money,andcaloriesthatWendy’s

savesyou.Thiscampaignwillbeinteractiveandcarryacrosstooutdooradvertisingandtelevisioncommercials.

Thesecondpartofourcampaignwillbea“raceagainsttheclock”onlinegamethatrewardsyouattheendwitha

time-sensitivefreedrinkcoupon,encouragingtheusertoredeemit.

Becauseourtargetaudienceutilizesherphoneasatoolandanentertainmentdevice,havinganinteractive

socialmediaplanthatunderstandsherwantsandneedswillwarrantherattentionandencouragehertoengage

withthebrand,whilegaininglikesandretweets.Wearechoosingtotargetherintheawarenessandtrialstages

oftheconsumerpathwaybecausesheiscurrentlyunawarethatthereisanalternativethatsatisfiesherneedsand

rewardsherpastthedrink.

SITUATION ASSESSMENT

AstudydonebyeMarketershowedthatWendy’s

fallsfourthinlinewhenitcomestoTop10Quickservice

RestaurantIndustryAdSpenders(AppendixD).With

thatinmind,itisourgoaltomakesurethatallthe

moneythatWendy’sisspendingisbeingputintheright

place,attherighttime,totherightpeople,ontheright

platforms.Whileitisourgoaltocontinuetothrivein

thequickservicesegment,webelievethatourproducts,

specificallythesummerbeverages,canstandamongst

establishmentssuchasStarbucksandPaneraBread.

Inordertoachievethesegoalswefirstwanted

toseehowwecouldincorporateWendy’sbeverages

intothedailyroutinesofourthreetargetconsumer

segments.Todoso,wecodedthreedifferentdefinitions

foreachspecifictargetonSimmons,andranthemwith

crosstabsofvarioushabitsfocusedprimarilyonmedia.

Oneaspectwelookedatwashowbusytheywereand

whatitwasthatwasmakingthembusy.Wasitkids?

Work?Theseaspectstiedintothelifestylesandvalues

ofeachtargetsegment,andgaveusanideaoftheir

dailyschedules.Whenlookingattheirlifestyleswe

lookedtoseehowmuchofanimpacttheirschedules

hadontheirpurchases.Didtheyhavethechanceto

stepawayandgrabadrinkwhentheywanted?Orwere

theirdaysconstrictedbyatightschedule?Whatrole

didthedailyschedulesofourtargetconsumersplay

intheirchoices?Whatarekeytimesofreceptivityand

whatmainformsofmediaaretheymostlikelytobe

reachedon?Theanswerstothesequestionsallowed

ustoseewhereandhowwecouldbeabletointegrate

theWendy’sbrandintotheirlivesappropriately.What

isthebestsocialmediatoreachourtargetsandatwhat

timeisthebesttimetobroadcastthecampaignsin

ordertooptimizethereachofthegivenmediaplatform.

Moreover,weaskedquestionssuchashowimportant

familyistothemandhowmuchtheyarewillingto

spendonfood.Wedidthistoseeiftheyweremore

likelytoleantowardsafast,familyfocusedchainornot,

andhowwewouldrespectivelyaddresseachdifferent

inclination.

Wecamedowntothethreemostimportantthings

forourtarget:time,healthandbudget.Eachofthese

elementsplayanintricateroleduringthreestepsinthe

consumerpathway:awareness,wheretobuy,andtrial.

COMPARING BRANDS: SMALL DRINKS

STARBUCKSTeavanaGreenTea:$2.11Calories:80Fat(g):0Carbs(g):20Sodium(mg):10Sugar(g):20

WENDY’SHonestGreenTea:$1.99Calories:60Fat(g):0Carbs(g):16Sodium(mg):5Sugar(g):16

PANERAGreenTea:$2.09Calories:160Fat(g):0Cabs(g):41Sodium(mg):10Sugar(g):38

Movingforwardwithourstrategywelookedat

possiblebarriersregardingtime,healthandbudget.The

firstisquality.StarbucksandPanerahaveestablished

themselvesashighqualitydestinationsforbeverages

whereasWendy’sisknowncurrentlyforitsFrosty.We

willcombatthatwithawareness.Eachdrinkismadeat

Wendy’sandishandshakenrightbeforethepurchase.

OurHonestGreenTeahassignificantlylesscalories

thanPanera’sgreentea(60calv.160cal)whichwe

believewillbeadrawforourhealthconsciencetarget

(40.1%,149).ThepricecomparisonofasmallFruiTea

ChillertoaStarbucksRefresheris$1.99to$2.95.

Becauseofthecheaperprice,Wendy’sdrinksmight

notbeseenashighqualitybutonceagainourdrinks

containlowercaloriesandtheFruiTeaChillersand

BlackberryLemonadecontainhighlevelsofVitaminC

thatmaxat100%DV.

Ourlastbarrierisluxury.Starbucksisquaintand

theypersonalizeeachcup.Buttimeisalsoaluxury,

whichcanbegainedfromgoingtoWendy’s.With

boththedrive-thruandwalkinmethodsofpurchase,

Wendy’smakessurethatconsumersareinandoutina

shortperiodoftime.InastudydonebyManufacturing

&ServiceOperationsManagement,Wendy’shad

theshortestdrive-thruwaittimeintheQuickService

Restaurantcategorywithameanweighttimeof173.34

seconds(AppendixD).Eachofthesebarriershasbeen

takenintocloseconsiderationinourdevelopmentof

ourconnectionsplanandwillbeovercomebyconsumer

awareness.

TARGET AUDIENCE INSIGHTS

INTRODUCTION Whileoriginallytherewere

separatetargetaudiencesforHonest

Tea,BlackberryLemonade,and

FruiTeaChillers,wefounditmost

effectivetofocusontargetingthe

FruiTeaChillersaudience.Thiswas

astrategicdecisionmadebecause

theFruiTeaChillerstargetaudience

encompassedtheagerangeand

characteristicsofbothHonest

Tea,madeupoffemalesbetween

theagesof35-54,andBlackberry

Lemonade,composedofmillennial

women.Webelieveifwetargetthe

FruiTeaChilleraudience,female

millennialandGenXers,wewill

simultaneouslyreachtheHonest

TeaandBlackberryLemonade

audiences.WithFruiTeaChiller’s

audiencedrivingourstrategyweare

confidantthatwewillreachagreater

numberofwomen.

AMYHonestTeaTarget

KRISTENFruiTeaChillersTarget

MEGANBlackberryLemonadeTarget

KRISTEN’S MOOD BOARD

HONEST GREEN TEA

FRUITEA CHILLERS

BLACKBERRY LEMONADE

A DAY IN THE LIFE OF KRISTEN SMITH OurFruiTeaChillertargetisrepresentedbyKristenSmith,a23year-oldgraduatestudent(19.8%,168).While

sheisjuststartingouthercareerinmarketingsheisextremelybusybalancingherjobandhernightclasses.This

pastyearKristenhasmadealotofchanges(11.2%,149)includingmovingintoanewapartment(22.4%,125).

Everymorningshewakesupat7amandthefirstthingshedoesischeckherchecksheremail(7.5%,134)and

thenscrollsthroughhersocialmedia(171)usinghersmartphone.AfterKristenhasgottenreadysheheadstothe

kitchenwhereshemakesherselfabowlofoatmealandacupofcoffee(38.5%,115)assheisalwayscounting

calories(40.1%,149).

KristenmakessuretolistentoherfavoriteSpotifyplaylist,“Kristen’sMorningCommute,”asshegetsready

(156).Kristenisveryhealthconscious(55.2%,141)soshemakessuretograbhergymbagbeforeheadingoutso

shecanfitinherdailypre-lunchworkout(56.8%,144).OnthewaytoworkKristencontinueslisteningtoSpotifyas

musicisanimportantpartofherlife(70.3%,120).Shemakessuretocheckoutfashionnewsassheridestoworkto

stayup-to-dateoncurrenttrends(34.6%,150).

AtworkKristeniskeptextremelybusy.Atnoonshetakesherlunchbreakwheresheenjoyscheckingher

socialmediaonceagainbeforefittinginherworkout(3.7%,139).Kristenlovestogoforrunswhenit’sniceout,

butcanalsobeseeninthegymandlocalrecreationalcenterswimminglapsorplayingtenniswithfriends(63.4%,

125).AfterherworkoutKristenusuallyeatsthelunchshehaspackedfromhomealthoughmostdaysKristenmakes

astopatherlocalStarbucksforsomeextracaffeinetohelpherpowerthroughtherestoftheday(13.2%,183).

KristenlovesherStarbucksAppandisalwayshappytoclaimafreedrinkusingherrewardstars(5.3%,143).While

Kristenishealthconscious,shehastofitintheoccasionalfast-foodlunchtostaywithinherbudget(13.5%,146).

At5:00pmKristenchecksheremailandsocial

mediaonelasttimebeforeleavingtheoffice(9.9%,149).

Shehasjustenoughtimetorunhomeandgrabdinner

beforehernightclassesstart.Oftensheendsup

grabbingadinneroutsoshecanstudywhilesheeats

(7.9%,120).Sheloveshereducation-relatedappson

herSmartphonethatallowhertonotlugaroundextra

materials(5.9%,140).Asyoucanseebyherhabits

Kristenbelievesintheimportanceofbeingefficient.

Kristenfinishesclassesaround10:00pmandheads

home.ShedoesonelastcheckofTwitter,Instagram,

andFacebookbeforeheadingtosleep(5.2%,153).

WhenKristenheadstobedsheoftenhastroublefalling

asleepduetothedistractionoftheinternet(20.2%,127).

Kristenspendsherweekendsgoingoutwith

herfriends.Sheisoftencalledtheleaderofherfriend

groupassheisalwaystheonetomaketheplansfor

theday(41.5%,129).KristenusesherSmartphoneto

findfunplacestogothingtodo(34.3%,169).Often

timesheroutingsinvolvethemovies(73%,117),

themeparks(27.1%,130,)oroutdooractivitieslike

hiking(63.4%,125).Kristenlovestopostpicturesofher

adventuresonTwitterandInstagramsoshecanshare

themwithherfriends(43%,151).Kristenalsoloves

touseherphonetoshop(22.2%,141).Sheusesher

favoriteshoppingappstogetthebestdeals.Kristenis

veryreceptivetoadssheseesonlinefornewproducts,

infacttheymakehermorelikelytobuytheproducts

(24.9%,194).DespiteherloveoflearningKristendoes

notenjoyreadingforpleasureassheisaverybusy

individual.Shehasn’tpickedupamagazineinovera

year(94).ShealsodoesnotwatchherTVsetoften(95),

assheisalwaysonthego.ThismakesherSmartphone

anevenmorevaluableassettocatchuponherfavorite

showsduringhercommute.

KRISTEN SMITH’S DAY CONTINUED

CODING KRISTEN SMITH

Kristeniscodedasafemalebetweenages18-49,GenXandMillennials,whoiseitherhispanicorwhite.She

issomeonewhousuallyonlysnacksonhealthyfoodsandliketotrynewfoodproducts.Shealsolovestakingrisks.

GENDER: FEMALE AND AGE: 18 - 49 AND RESPNDNT-SPANISH/HISPANIC/LATINO ORIGIN?: YES OR RACE:

WHITE AND ATTITUDES/OPINIONS (FOOD) - ANY AGREE: I USUALLY ONLY SNACK ON HEALTHY FOODS

AND ATTITUDES/OPINIONS (FOOD) - ANY AGREE: I LIKE TO TRY OUT NEW FOOD PRODUCTS AND ATTITUDES

(GENERAL) - ANY AGREE: I ENJOY TAKING RISKS

KRISTEN LEADS THE WAY TO WENDY’S

Kristen’sagerangeencapsulatesboththeGenX

audienceofHonestTeaandtheMillennialsofBlackberry

Lemonade.Hermediahabitscoincideheavilywithboth

audiences.Forexample,allthreeaudienceschecktheir

phonesassoonastheywakeupinthemorning(FT

171)(BL154)(HT54.2%,154,).BothFruiTeaChillers

andBlackberryLemonadewomentendtochecktheir

socialmediabeforeleavingtheoffice(FT9.9%,149)(BL

43.4%,123).Thismeansitwillbeeffectivetotargetall

theaudiencesatsimilartimes.

Theseaudiencesarenotsimilarinjustmedia

habitsbutintheirlifestylechoices.Thesewomenfind

itveryimportanttostayhealthy(FT55.2%,141)(HT

36.6%,126)(BL253,32%).Despitebeingbudget

conscious(FT13.5%,146)(BL45.3%,171)(GT34.6%,

180)theyalsoshareacommonloveofStarbucks,

makingfrequentvisitseveryweek(FT13.2%,183)(HT

90.4%,107)(BL17.1%,133).

Thesewomenareallonthego.Theyallworkand/

orattendschoolfrom9-5(FT9.9%,149)(BL138,5.84)

(HT52.1%,106).Thesewomenareclearlyallverybusy.

Theyarealwaysonthegoastheyhavealotontheir

plate.Thismeanstimeisanessentialfactorforthem.

ChoosingtoprimarilytargetFruiTeaChillerswill

beeffectiveasthethreeaudiencessharethecommon

valuesofbeingbudget,health,andtimeconscious.

FocusingontheseareaswillallowWendy’storeach

thesewomenandboosttheirsales.

FT BL HT=FruiTeaChiller =BlackberryLemonade =HonestGreenTea

INSIGHT: Millennial and GenX women are both health and budget conscious but they build in a pick-me-up drink treat a few times a week into their schedule to add the excitement they crave into their daily routine.

FromreadingaboutadayinthelifeofKristen,onecanseesheisconstantlybusy.Thisdictateshermedia

habitsassheprimarilyaccessesmediaonthego.ForKristen,mediaisinonesenseaformofentertainment

butfirstandforemostherdevicesarehertoolstoaccomplishallshehastodo.Hermostvaluabletoolisher

Smartphone,whichshereliesontoplanheractivities,study,buydrinksandkeepintouchwithothersviaemailand

socialmedia(34.3%,169).Kristenkeepsherphoneathersideatalltimes.Sheonlycheckshersocialmedia4-6

timesaday,butisalwaysonherphoneforotherreasonssuchasusinghernavigationsystem(31.9%,125)tofinda

coolnewhikingspot(63.4%,125)orclosestStarbucks(13.2%,183).Kristen’sTVsetisdustyassheusesherphone

tostreammoviesandTVshows.KristenwillbereceptivetoadvertisingthroughherSmartphone.Currently,she

favorsherStarbucksappbecauseitbuildsuprewardseverytimeshebuysadrink.SheisawareofWendy’s,yetit

isnotonherlistofplacestogetapick-me-updrinkasshedoesnotassociateWendy’swithanybenefitsregarding

herbusylifestyleandbudget.Sheneedstobeshownthatthelowerprices,quickservicetime,andhealthbenefits

atWendy’swillallowhertotreatherselftoapick-me-upmoreoften,addingtheexcitementofrewardsintoher

busyday.IfshecanbeconvincedthatWendy’shasrelevanceinherlife,thenshecanbeconvincedtomake

Wendy’sherpick-me-upspot.

KRISTEN’S MEDIA HABITS

MEDIA STRATEGY STATEMENT

“WENDY’S REWARDS YOU PAST THE DRINK.”

Thestrategystatementwehavechosenforourcampaignis“Wendy’srewardsyoupastthedrink.”Inour

research,wefoundthatrewardswereabigreasonwhyconsumerschosetogotostoressuchasStarbucksand

Panerafortheirpick-me-updrinks.Moreoftenthannot,thosechainssolelyemphasizedrewardssuchasafree

drinkorpastrythatcustomerscouldreceiveforspendingmoneyattheirestablishment.ThinkingaboutWendy’s

summerbeverages,werealizedthattheWendy’sexperiencecanrewardcustomersmorethansimplygiving

themafreedrinkbasedontheamountofmoneytheyspendatWendy’srestaurants.WefoundthattheWendy’s

summerbeverageexperienceisbasedonacustomerreceivingthreetypesofrewards:thoserelatedtomoney,

thoserelatedtohealth,andthoserelatedtotime.Unlikeotherchains,theserewardsarenotonlygiventothe

customerwhiletheyarepurchasingtheirbeverage,butarealsogiventothemevenaftertheyhavefinishedtheir

drink.Beginningwithmoney,therewardisobvious.Wendy’ssummerbeveragesprovidecustomerswithahigh

qualitydrinkforanaffordableprice.Withextramoneyintheirpockets,Wendy’scustomershavethefreedomto

treatthemselvesinotherways.Additionally,atriptoWendy’ssavescustomersanaverageoffivetoeightminutes

pervisit.Asourcustomersareincreasinglybusy,weknowhowvaluableafewextraminutesinadaycanbe.Finally,

Wendy’sbeveragesarealsolowerincaloriesthantheircompetitors’beverages,keepingcustomershealthierand

moreactive.Bystayinghealthy,savingmoney,andspendingmoretimedoingwhattheylove,wehavenodoubt

thatWendy’scustomerswillbethehappiestinthemarket.

MEDIA OBJECTIVES

SMART OBJECTIVE TWO

SMART OBJECTIVE THREE

SMART OBJECTIVE ONE

OursecondSMARTmediaobjectiveisto

increasetheamountofuser-generatedcontent

beingdirectedatWendy’sonsocialmediaby50%

throughthethree-monthsummerperiod.Not

onlywillthisbedirectedtowardusonTwitterand

Facebook,butitwillalsoplayanimportantrolein

theoutdooradvertisingwehavechosentodoas

apartofthiscampaignaswell.Asstatedbefore,

thenumberoflikes,retweets,favorites,andshares

onpiecesofWendy’ssocialmediaiscurrentlyvery

low.Wendy’sisalsonotaskingconsumerstosend

themcontenttopostontheirpagesandprofiles.

Byreceivingsolittle,itgivestheimpressionthat

Wendy’sisnotconnectingwiththeircustomers,

eventhoughthatcouldnotbefartherfromthe

truth.Ifweareabletodoubletheusergenerated

contentbeingdirectedatWendy’s,wecanshow

moreindividualsthatnotonlydocustomerscare

aboutWendy’s,butthatWendy’scaresabout

customers.This,inturn,shouldboostrevenue.

OurthirdSMARTmediaobjectiveisto

haveatleast30%ofWendy’sgameusersredeem

thecouponreceivedafterplayingthegameduring

thethree-monthsummerperiod.TheWendy’s

SummerSipMeUpgameisanintegralpartof

thiscampaign,asitisdesignedtonotonlyboost

consumerengagementwiththebrand,butitis

alsodesignedtogetconsumerstoactuallygoto

Wendy’sandtrythesummerbeverages.Ifwecan

getatleast30%ofconsumerstogoafterplaying

thegame,thatisasubstantialamountofour

targetaudience,andmeansthatwewouldhave

establishedahabitinatleastoneofourtarget

demographics.Thiscreationofahabitinconsumers

wouldalsobringWendy’sclosertotheiroverallgoal

ofreconnectingwithconsumers,andincreasing

beveragesalesby7%incomparisontolastyear.

OurfirstSMARTmediaobjectiveisto

doublethenumberoflikes,retweets,sharesand

favoritesonpromotedsocialmediathroughthe

three-monthsummerperiod(June-August).Mainly,

wehopetofocusthiseffortonourFacebookand

Twitteraccounts.InlookingatWendy’ssocial

mediaaccountsincomparisontotheircompetitors,

wenoticedthattheamountofinteractionby

consumerswiththebrandwasextremelylow.As

apartofour#ThankYouWendy’scampaign,we

aimtogetconsumerstoengagewiththebrand

afterpurchase.MosttweetsfromWendy’sreceive

anaverageof140likesperpost.Incomparison,

mosttweetsfromStarbucksearn2,870retweets

perpost.Ifwecanatleastdoublethenumberof

engagementswithpromotedcontentfromWendy’s

socialmediaoutlets,wewillbegintoformhabitsin

consumerstofollowthebrand.

CONNECTIONS PLAN

BasedonourCommspointanalysis,wewereabletodivideourbudgetintofivetouchpoints.Wewilldivideour

budgetbetweensocialmedia,outdooradvertising,TVcommercials,andinternetadvertisingfordesktopandmobile.

Thefirstpartofourcampaignwillbeacombinationofsocialmedia,outdoorposters,andTVcommercials.Social

mediawillbeourdrivingtouchpointhere.ThisisbecauseourTargetAudience,representedbyKristen,isalwaysonher

phone(8.7%,147)usinghersocialmediaappssuchasTwitterandFacebook(49.4%,128)foratleast30minutesaday

(26.5%,130).

Theconceptbehindthecampaignstemsfromourinsight,thatwomenlikeKristenarealwaysbudgetingmoney,time,

andtheirhealthchoices.WeknowthatourtargetaudienceisalreadyplanningonmakingastopatherlocalStarbucks

orPanera(13.2%,183)forapick-me-updrinkafewtimesaweek.WeneedtoshowthemthatWendy’srewardsthese

womenbysavingthemafewextraminutes,dollars,andcalorieswhentheypurchaseadrinkatWendy’sversusfromtheir

competitors.

WeplanonspendingsevenmilliondollarsbetweenFacebookandTwitter.Thecampaignwillbeginwiththeofficial

Wendy’sTwitteraccounttweetingoutexamplesofwhatyoucandowhenyouhaveanextradollar,asWendy’sSummerSip

MeUpdrinksareonaverageonedollarlessthanStarbucksrefreshers(SeeSituationAnalysisforexactprices).Theaccount

willpostfunphotosandvideos,someevenfeaturingRhettandLink,executingtheseideas.Thecampaignwillalsofeature

tweetsabouthowyoucanusetheminutesyousavechoosingWendy’soverthemorecaféexperienceofStarbucksor

Panera.Thisconceptwillbemadeinteractiveastheaccountwillencourageuserstotweetoutwhattheycandowiththe

extratimeandmoney.Usingthehashtag“#ThankYouWendys”wewillgenerateatrendingtopic.

Thiscampaignwillcarryovertotelevisioncommercialswhereweplanonspendingthreemilliondollars.Although

Kristenisnotspecificallyatelevisionhound,thetargetaudiencesforBlackberryLemonadeandHonestTea(9.7%,131)

dowatchtelevisionsousingcommercialswillallowustodrawinagreateraudienceandgenerateagreaterresponserate

tothecampaignasawhole.Weplanonspendingthreemilliononaseriesofads.TheadswillfeatureRhettandLinkand

continuetoshowhowchoosingWendy’swillhelpyousaveinthedomainofhealth,budget,andtime.

KRISTEN ON SOCIAL MEDIA EXAMPLE STORYLINE RhettandLinkhave10minutesbeforebefore

work.Theylookateachotherandsay,“Wendys?”The

two,inanepicraceagainsttheclock,drivequicklyto

Wendy’s,orderasinacomicallyquickmanner,and

driveoffwiththeirFruiTeaChillersattopspeed.The

twodoadramatictimecheckandrealizetheystillhave

fiveminutes.Theylookateachotherandsay,“We

finallyhavetime!”andproceedpulloutlawnchairs

andsunglasses.Thetwoareseenwiththeirfeetup

loungingnexttotheircarintheWendy’sparkinglot.

Theyhavesunscreenontheirnoseandtheirhands

behindtheirheads.Theylookveryrelaxedasthey

listentoCaribbeanmusicandsiptheirdrinks.Thetag

lineappears,“Whatwouldyoudowiththosefiveextra

minutesyousaveatWendy’s?”

Thesewomenarealwaysonthego(9.9%,149),

thereforewebelieveoutdooradvertisingwillbe

effectiveastheyarealwaysdrivingfromworktoschool

toactivities.Wewillsolidifythisideabyspendingone

milliononoutdooradvertising.Wewillchoosethebest

tweetsfromuserswhosubmittedpicturesofhowthey

savemoneyandtime.Thetoptweets,beingthetweets

withthemostlikesandretweets,willbeturnedinto

billboards.Thisisalsoanincentivetohaveusersinteract

withthebrandonTwitterastheyhaveachanceto

becomeanad.

ThisisasampletweetthatKristenwouldwriteasapartofthe#ThankYouWendyscampaign.

Iftoldwemustcutourplandownto10

milliondollarswehavereallocatedourmoney,

usingitinonlyinternetadvertisingfordesktop

andmobile(5.5mil),socialmedia(3.5mil),

andtelevisioncommercials(1mil).Outdoor

advertisingiscompletelycutoutaswebelieve

itismoreimportanttofocusoninternetdriven

advertisingasKristenspendsatleast30minutes

onhersocialmediaaccountseveryday(26.5%,

130).Wealsofoundthatasmallerbudgetwill

requiremoreengagementonsocialmediato

spreadtheword.Ifthebudgetiscutwewould

usethebestusercreatedcontenttocreatethe

televisioncommercial-givingacovetedincentive

toparticipate.Kristenistheleaderofherfriend

groupandalwaysonherphonelookingfor

thingstodo(34.3%,169).Ifwecangetherto

noticeandengagewithourcontent,weare

goingtohavethewordspreadquickly.

TEN MILLION DOLLAR PLAN

LET’SPLAY!

NoticingthesuccessofgamecampaignssuchasChipotle’s“GuacHunter,”wedecidedtoseeifthesameidea

wouldworkintargetingKristen.Afterdoingsomeresearchwefoundthatitwould.Flipthepagetolearnmore.

SUMMER SIP ME UP GAME Thesecondpartofourcampaignisdrivenby

Kristin’sconstantinternetuse,engagementwithonline

rewardsandherinterestingames.Kristinisconstantly

usingherphone(8.7%,147).Shecanoftenbefound

findingandprintingcouponsfromwebsites(13.1%,

124).Inthelast12monthsshehasbroughttoysand

games(45.8%,117).Oneoftheprimarysourcesoffun

andentertainmentishercomputer(35.8%,117).From

thesethreemediaaptitudeswedecidedtocreateon

onlinegamewheretheuserhastheopportunityto

redeemafreedrinkcoupon.

ThegamewillbecalledtheSummerSipMeUp

Game.ItwillbeabletobeaccessedoverbothMobile

and Desktop.Thegoalofthegamewillbecentered

aroundtheconceptofsavingtime.Forourtarget,

Kristin,sheoftenonthegoanditisimportantforher

toplanwellaroundherbusyschedule(9.9%,149).The

gamewillconsistofaseriesof10scenarios.Witheach

scenariotherewillbethreechoices.Eachchoicewill

saveordeductthetimefromyourschedule.

Anexampleofachoicewouldbe:

You snoozed your alarm and are going to be late for work. Do you…

1.Checkyouremailtomakesureyoudonotmissanythingimportantbeforeleaving2.Immediatelygetinthecarandheadtowork3.Contactyourbossandletthemknowyouwillbelateandeatbreakfast

Aftertenofthesequestions,youwillreceivea

scorebasedonthetimeyousaved.Wewillthankthe

consumerforplayingandhaveascreenthatsaysthat

becausetheysavedthattimetheycantreatthemselves

toaWendy’ssummerbeverage,displayingtheiroptions

ofaFruiTeaChiller,HonestGreenTea,orBlackberry

Lemonade.Anexampleofamessagewouldbe:

“Nowthatyouhavesavedsevenminutesyoucanhead

downtoWendy’sandtreatyourselftoafreesmall

summerbeverage!”

Thentheconsumerwillclicktothenextscreen

thatwilltakethemtothecoupon.Eachconsumerthat

playswillreceiveatimesensitive,monthlongcoupon

foronefreeWendy’ssummerbeveragenomatterthe

scorethattheyreceive.Byhavingthelocationofthe

nearestWendy’sdisplayedonthecoupon,wewillallow

theconsumertonothavetospendtimelookingup

locationswhichwilltiebacktoourcampaign’soverall

messageaboutsavingtime.Oncetheyhavecompleted

thegameandreceivedtheircoupon,theconsumerwill

havetheabilitytosharetheirresultsandchallengetheir

friendsandfamilyovervarioussocialmediaplatforms,

includingFacebookandTwitter(49.4%,128).This

willallowourcampaigntoreachconsumersoutside

ofouroriginaltargetincreasingourreachgoalsand

stimulatingawarenessandinvolvementwiththebrand.

Weareallocatingthelargestportionofour

budget,10millionofthe20million,totheSummer

SipMeUpGame.Thisisbecauseittouchesuponour

threemainpointsontheconsumerpathwaythatKristin

canbereachedon:awareness,wheretobuyandtrial.

ConsumerswillengagewithWendy’sbyparticipatingin

thegameandbecomeawareofthebeverages.Once

theyfinishthegametheywillhavethelocationofthe

nearestWendy’sontheircouponandwillbemorelikely

totrythedrinksbecausetheywillgetoneforfree.This

willsurpassourgoalsthroughthesharingacrosssocial

media.Thiswillgenerateconversationaboutourbrand

andresultinginearnedmedia.

Ifourbudgetweretobecutdownto10million

dollars,theSummerSipMeUpgamewouldthen

adjusteddowntoaccountfor5.5million.

MEASUREMENT PLAN

Ourcampaignsmainfocusisraisingawarenessof

thesummerbeveragesandmoreover,gettingthetarget

consumerengagedwiththeWendy’sbrand.Becauseof

this,weplantomeasurethesuccessofourcampaign

mainlythroughbehavioralmetrics.Morespecifically,

wewillmeasurethenumberoflikes,retweets,and

favoritesofourpromotedsocialmediacontentduring

the3-monthtimespanofthecampaign.Inordertosee

howmuchconsumersareengagedwiththecampaign

wewillalsobelookingattheamountofusergenerated

contentrelatedtoour#ThankYouWendyssocialmedia

andoutdoorcampaign.Ourfinalmeasurementforthe

successofourcampaignwillbetoseeexactlyhow

engagedtheconsumeriswiththebrandatPointof

Sale.Todothiswewilltrackhowmanycouponsare

redeemedbythosewhoplayedtheWendy’sgame.

Ourgoalsforeachoftheseobjectivesareallto

bereachedwithinthethree-monthsummerperiodthat

wehavesetforourcampaign.Whenlookingatthe

presenceWendy’shasonsocialmedia,wearelooking

toincreasethevolumeofconversationandinteraction

consumersarehavingwithandaboutthebrand.Our

goalistodoublethenumberoflikes,retweets,and

favoritesofWendy’spromotedcontentincomparison

tothecurrentactivityseenonbrand’ssocialmedia

accounts.Additionally,wewanttoseea50%increase

ofgeneratedusercontentonsocialmediaversusthe

pastyear.OurgoalforengagementatPointofSaleisto

haveatleast30%ofgameusersredeemtheircoupons

ataWendy’srestaurantduringthecampaign’stime

period.

#THANKYOUWENDYS

CONCLUSION

Stuckinherofficeonahotsummerday,Kristenbeginstocraveherdailypick-me-updrink.Shegetsa

notificationonFacebookfromherfriendMeganwhohasjustsharedalinktoplaytheWendy’sSummerSipMe

UpGame.Kristendecidestoplayitquicklybeforeheadingout.Aftercompletingthegamesheisrewardedwith

acouponforafreeFruiTeaChillerathernearestWendy’s.AftertryingherFruiTeaChillershedecidestosharethe

gamelinkwithherfriendAmy.

Thiscampaignisbasedonadeepunderstandingofourtargetconsumer’slifestyleandmediahabits.Weare

confidentthatthebestplacetoreachKristenisonhermobiledevice,oronlineingeneralbecausesheisanavid

socialmediauser.Becausesheisalwaysonthego,webelievethattheuseofoutdooradvertisingwilladdanother

componenttothecampaignthatwillreachherinmomentswhensheisnotonhermobiledevice.Sincethetarget

audienceagerangeislarge,theuseoftelevisioncommercialswilltargettheslightlyolderaudience.

ThesecarefullythoughtoutmediachannelswillnotonlygainKristen’sattentionbutwillencourage

interactivitywiththebrandgaininglikesandretweets,increasingusergeneratedcontent,andboostcoupon

redemptionrates,eventuallyaccomplishingtheoverallgoalofboostingsales7%.

APPENDIX

APPENDIX A: COMMSPOINT $10 MIL.

APPENDIX B: COMMSPOINT $20 MIL.

APPENDIX C: KRISTEN IN SIMMONS

APPENDIX D: EXTRA DATA

Allon,G.,Federgruen,A.,&Pierson,M.(2011).Howmuchisareductionofyourcustomers’waitworth?an

empiricalstudyofthefast-fooddrive-thruindustrybasedonstructuralestimationmethods.Manufacturingand

ServiceOperationsManagement,13(4),489-507.doi:10.1287/msom.1110.0343

THANKYOU