Codes and Conventions of Film Magazine Websites.pptx
Super Duper Burger_Brand Awareness Campaign
1. A Super Duper Marketing Campaign
Tristan Fackler
Sara Faizpour
Clement Juillard
Ricardo Lenis
Srushty Parsana
Paritt Ruengvisesh
Alta Plaza Team 7
SUPERSUPER
DUPERDUPER
B U R G E R SB U R G E R S
2. Super Duper Marketing Plan
Objective
Customer Segmentation
Competition
KPI
Campaigns: Offline Marketing
Campaigns: Web Presence
Financial Summary
KPI Dashboard
Summary Recommendation
Table of Content
3. Objective
Good Old Days
• Small, Local, Trusted
Compromised Quality
• Proliferation of the Franchise
• Emphasis on Profit
• Fast-Paced Lifestyle
• Environmental Concerns
10. KPI within 3 Years
Criteria
• Increase Top-of-Mind Unaided Awareness
• Reach 1,500 Customers Per Day in Each Location
• Average Spending Per Customer = $16
• Retention Rate = 0.8 CLV = $23
• Increase Social Media Presence & Engagement
12,504 Likes
20,732 Shares
2,943 Followers
5,913 Tweets
1,575 Followers
845 Pictures
11. Offline Campaign
Commuter Outreach on BART & Muni
• BART Avg Weekday Ridership: 394k
• Muni Avg Weekday Ridership: 706k
See the
ad
275k 2,750 138
Consider
purchase
28 Customers Per Location Per Day
Cost of Advertising: $253k
Frequency: 1/4 of cars per year10% 5%
1.1m
25%
In-Store
purchase
12. Offline Campaign
Tourist Outreach
• Recruiting Tourism Industry Workers
• 32,900 Available Hotel Rooms Per Day
• 79% Occupancy Rate
Looking for
healthy,
casual Meal
51,982 5,198 1,040 260 x360=93,600/5= 18,720 Per Location
Cost of Engagement: $75,000
Frequency: All Year Around10% 20% 25%
Take
concierge
suggestion
In-Store
purchase
13. Offline Campaign
Student Outreach / Advertising Contest
• Recruiting 5 Art schools
in San Francisco
Interested
in contest
20k 10k 6k 1500
Take part
in contest
3000/ Year Loyal Customers
Cost of Advertising: $10,000
Frequency: 2 per year50% 60% 25%
14. Offline Campaign
Sunday Streets / Community
• Average 180k Attendees Per Year
• Brand Exposure
• Reach New Target
Pass the
booth
180k 90K 36K 12,600
Take
coupon
Redeem Coupon
Average Cost of Event: $5000
Number of Event / Year: 650% 40% 35%
15. Offline Campaign
Billboard Advertising / Airport
• Circulation Per Year: 38 M
• CAC: $0.26
38m 19m 4.7m 1.2m Year 2 in the Airport
Cost of Advertising: $318,239
50% 25% 25%
See the
ad
Consider
purchase
In-Store
purchase
SUPERSUPER
DUPERDUPER
B U R G E R SB U R G E R S
16. Offline Campaign
Billboard Advertising / The City
• Circulation Per Year: 9.6 M
• CAC: $2
9.6m 4.8m 1.2m 300k Year 3 in San Francisco
Cost of Advertising: $607,780
50% 25% 25%
See the
ad
Consider
purchase
In-Store
purchase
SUPERSUPER
DUPERDUPER
B U R G E R SB U R G E R S
17. Brand Awareness Survey
Every Quarter
• Top of Mind Awareness
• Consumer brand recall
• Consumer brand recognition
• Aided / Unaided Awareness
• Brand Perception
• Point of Inquiry
SUPERSUPER
DUPERDUPER
B U R G E R SB U R G E R S
18. Online Marketing Campaign
Website
• Lack of Clarity
• Lack of content
• Lack of Call to Action
• Lack of Responsive Design
Social Media
• No Variety of Social Media Platforms
• Inefficient Consumer engagement
• Limited Number of Fans
19. Online Marketing Campaign
Community Manager
• Improving Social Media Presence
• Content Creation
Advertising
• Local Websites
• Advertising on Yelp
Loyalty Program
• Link between social Media & Website
• Data Analysis
How to create Brand Awareness?
21. Customer Loyalty Program
A Competitive Value
• 20% More Visits & 62% More Spending
• 2nd year 240,900 customer
Cost 21,681$
3rd year 301,125 customer
Cost 27,101$
• Average Loyal Customer Visit Length: 2.7 Years
• 11% of Loyal Customers Own and Use Loyalty Cards
23. Break Even Point
Expected year 1
• 1,703,867 Customers Per Year
• 934 Per Day Per Store
900k 1.2M 1.4M 1.6M 1.8M 2M
$5
$7
$9
$11
$13
$15
$17
Net Revenue
Fixed Cost
Total Cost
1,703,867
Revenue (M)
Number of Customers
$19
$21
29. Resources
• Lindsey, Loyalty Gets Graphic! , December 19, 2012
http://www.getvenga.com/tag/infographic/
• Goldstein, Zachary, QRS magazine, November 2013,
http://www.qsrmagazine.com/outside-insights/race-long-term-customer-loyalty
• FiveStars, What is your current customer focus?
http://www.shifthub.com/wp-content/uploads/2013/10/WEB-130808-02-1.jpg
• San Francisco Travel
ttp://media.sanfrancisco.travel/documents/San+Francisco+Fact+Sheet+2012.pdf
• Summer Streets, phone call to program manager, March 2014
http://www.sundaystreetssf.com/wp-content/uploads/2012/12/2014-Sunday
-Streets-Full-Proposal.pdf
30. Resources
• Titan 360, phone call to account manager for BART/Muni marketing,
Terry Powers, March 2014
http://www.titan360.com/usa-markets/san-francisco/overview.html
• Hubspot – Lead Management
http://www.hubspot.com/marketing-statistics
• Entrepreneur – Understanding the value of a fan
http://www.entrepreneur.com/blog/220796
• Yelp – Advertising
https://biz.yelp.com/support/advertising
• Techcrunch – Advertisng on Yelp
http://techcrunch.com/2012/02/06/yelp-ads-not-a-rip-off/
31. Resources
• Restaurant Annual Profit and Loss Statement Calculator
http://econ4u.com/quizBiz/#
• Franchise Direct: Burger King Franchise Cost & Fees. http://www.franchisedirect.com/
foodfranchises/burger-king-franchise-07118/ufoc/
• Super Duper Burgers by the number. http://sf.eater.com/archives/2013/04/15/
super_duper_burger_by_the_numbers.php
• Burgers on a roll. http://www.cgiretail.com/wp-content/themes/CGI/pdf/SuperDuper
_BusinessTimes.pdf
• Minimum Wage Ordinance (MWO). http://sfgsa.org/index.aspx?page=411
• Burger King Worldwide Inc. Annual Income Statement. http://www.marketwatch.com
/investing/stock/bkw/financials
32. Resources
• Hubspot – Lead Generation & ROI
http://qik.com/video/5089729
• What Is Your Restaurant's Customer Lifetime Value?
https://www.swipely.com/blog/restaurant-customer-lifetime-value/
• Restaurants, Meet Your New Omnichannel Loyalty Program: Why QSRs Needs to Serve
Loyalty Slowly. http://blog.kobie.com/2013/01/restaurants-meet-your-new-omnichannel
-loyalty-program-why-qsrs-needs-to-serve-loyalty-slowly/#sthash.7f5FVpME.pdf
• The Race for Long-Term Customer Loyalty
http://www.qsrmagazine.com/outside-insights/race-long-term-customer-loyalty
• Building Your Loyalty Program ROI.
http://www.paytronix.com/media/4381/art_roi.pdf
33. Resources
• Hubspot – Lead Generation & ROI
http://qik.com/video/5089729
• Billboard & Display Costs in Airport
http://www.bluelinemedia.com/airport-advertising
• Circulation in SFO Airport
http://en.wikipedia.org/wiki/World's_busiest_airports_by_passenger_traffic
• CBS Outdoor Billboard Costs
https://www.cbsoutdoor.com/markets/marketsearch/sanfranciscobayarea
• Billboard Coverage in SF - JC Decaux
http://www.jcdecauxna.com/street-furniture/san-francisco/advertising-san-francisco
• https://www.cbsoutdoor.com/markets/marketsearch/sanfranciscobayarea
34. With ridership at an all time high, it’s
no wonder Bay Area Rapid Transit
(BART) is the nation’s 5th
busiest
heavy rail system. Servicing
nearly 400,000 passengers daily, BART
connects San Francisco with cities
throught the east and south bay. Over
70% of BART riders take 5+ round trips
a week, making it the ultimate public
transportation option in the Bay Area.
394Kavg weekday
ridership
28M+4 week
circulation
SFMTA is the 7th
largest transit
system in the US, transporting over
700,000 passengers daily. The SFMTA
country, including buses, light rail, cable
cars and historic trolleys, and is the
greenest in the world. SFMTA penetrates
the dense city streets of all 49 sq miles
of San Francisco, providing bus routes
within 2 blocks of over 90% of city
residents.
AC Transit is the 3rd
largest
public bus system in
California with bus routes traveling
through the suburbs of the East Bay,
throughout Alameda and Contra Costa
Counties, and into the Downtown
District of San Francisco. In addition
to covering the busy cities of Berkeley,
Oakland and Fremont, AC Transit
routes also cover the most heavily
including coverage of all major Bay
Area bridges.
Bay Area Transit Systems
171Kavg weekday
ridership
40M+4 week
impressions
706Kavg weekday
ridership
26M+4 week
impressions
SOURCE: apta.com, Q4 2012. Daniel Mallett Associates-based off of #100 showing of platform 2-sheets/bus kings
respectively.
