Media Planner
AGOG
Table of Contents 2 Meet Agog 3 Executive Summary 4 Campaign Scope
5 Product and Brand Variable 6 Situation Analysis 7 Target Market 8 Geographic Target 9 Competition 10 Media Menu 11 Situation Synopsis
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MEETAGOG
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We are... Young and mature. Keen and uplifting. The place where ideas become tangible and your goals become realities. Where your company doesn’t become known, it becomes familiar. From Austin, yet from everywhere. We are... More than just your business solution, we are your partner.
And we are excited.
Ashley Lytle: “I make mistakes, I am out of control and at times hard to handle. But if you can't handle me at my worst, then you surely don't deserve me at my best.” - Marilyn Monroe
Nayely Camacho: “It doesn't interest me what you do for a living. I want to know what you ache for – and if you dare to dream of meeting your heart's longing.” – Oriah Mountain Dreamer
Emily Wisner: “Every man must decide whether he will walk in the light of creative altruism or in the darkness of destructive selfishness.” – Martin Luther King
Emily Dreifuss: “Everything you do right now ripples outward and affects everyone.” – David Deida
Hector Avila: "Don't let the voice of others' opinions drown out your inner voice. And most important, have the courage to follow your heart and intuition." - Steve Jobs
Jennifer Savage: “Follow the path of the unsafe, independent thinker. Expose your ideas to the dangers of controversy.” – Thomas J. Watson
Nancy Hoang: “Encourage, lift and strengthen one another. For the positive energy spread to one will be felt by us all.” - Deborah Day
WE ARE AGOG.
EXECUTIVE SUMmARY TEXT NOT ENTERED YET—EMILY WISNER WILL POST TOMORROW
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Campaign Scope
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At Franklin’s, things are always changing. From the recipes to everything else they do, Aaron Franklin is open to testing the waters and trying out ideas as they come. Franklin’s newest location is located in Kansas City, Missouri, nearly 740 miles from home sweet home. Franklin’s Barbecue is bringing life to the long debated question in barbecue – Kansas City or Texas? This media plan will provide Franklin’s with the foundation and opportunity for success when they move on March 4, 2016. The new location, on the corner of 17th Street and Genesse Street, fits the young and free spirited culture that Franklin’s belongs to in Austin. The trending area of the West Bottoms District gives Franklin’s new store-front a homey feel.
At Agog, we promise to provide the media coverage necessary to gain Franklin’s infamous long barbeque lines at their new location. With a budget of $75,000, we will provide a secure and successful campaign at a quality service. We will ensure that 65% of the target audience in Kansas City are aware of the Franklin name via aided recall after the first two months of operation. Additionally, 75% of those aware of the Franklin name will also be familiar with the new location. Working alongside you, we will provide you the tools and media you need to raise your awareness numbers to 85% and 90% by the end of the campaign year.
Conversions: Given our target population of 173 (According to the stats there’s a population of 347 and 50% are ages 21-34): 112 of our target market will be aware of the Franklin name via aided recall after the first two months of operation.
84 of those will be familiar with the new location of the store.
147 people will be aware of the brand
155 people will know about Franklin Barbecue at the end of the campaign year.
Source: Yahoo!Food
Product and Brand Variable 5
Barbecue is the key to any southern cuisine. Tender, fall-off -the-bone, perfectly smoked ribs and brisket are the epitome of a well-deserved treat. When barbecue comes to mind, Texas tops the list. The home of rodeos and southern drawls offers a wide variety of local family-owned restaurants. Barbecue chains run rampant in the state’s capitol of Austin along with many other eclectic hole-in-the-wall alternatives for the atypical palate. Here in Austin, we love three things: family, smoked meat, and our hip city vibe. The trifecta is hard coming, but only one restaurant passes the test: Franklin Barbecue. This local, homegrown hidden gem is one of Austin’s bestkept treasures. Word-of-mouth is the way this country haven has earned fame; it’s practically a rite of passage for any Austinite or tourist that passes through. Waiting in line for five hours to get a little lunch may seem extreme, but one bite of their coffee-spiked sauce and slow-smoked brisket and voilà, the wait is surely befitting. The unique experience of waking up at the crack of dawn, pulling up a chair, and cracking open an ice cold beer with your friends and family is what makes Franklin’s different from the many other barbecue joints in Texas. The friendly and playful staff pair seamlessly with the delectable feast. If your hands aren’t covered in sauce and delicious fixings than you’re not doing barbecue justice. When it comes to meat, Aaron Franklin knows his stuff. The best chef in the Southwest had humble beginnings and a modest dream of “damn good barbecue”. Starting out in 2009 in a small food truck, Franklin quickly gained his throne as the king of Texas barbecue, the best there is. Although the trailer was an Austin hotspot, the demand for fifteen-hour, slow-smoked brisket suddenly required more space. Franklin never anticipated the rapid growth of his empire but soon realized his barbecue has simply become the best of Austin. Franklin’s popularity is based on word-of-mouth and the food that goes in it. Featured in many food programs and magazines, the Franklin name has spread across the world. Franklin’s doesn’t just offer “damn good barbecue” like the folks of Texas would say, it creates a unique experience that can bring flavor and southern hospitality to every table.
Source: Yahoo!Food
Situation Analysis
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In the West Bottom District of Kansas City, hidden amongst the abandoned warehouses and vintage stores lives a new restaurant encounter unlike any other. Franklin’s new location will create a new experience for residents in Kansas City, embracing the city’s well known affinity for unique and urban culture while providing a new social landscape for those who love good food and better company.
Although Austin, with a population of 885,400 is substantially larger than Kansas City’s 467,007, Franklin should have no issue embracing its new location. Kansas City’s main demographic almost mirrors Austin, housing a vast majority of daring, open-minded individuals who are always on the search for the newest, mouthwatering thing. However, this transition will not be easy. With Kansas City being known as The Barbeque Capital of the World, Franklin must dedicate its time to standing out amongst similar, world famous barbeque joints and must find a way to bring in picky Kansas City residents who know good barbeque like the back of their hand.
Franklin will stay true to their morals by avoiding mainstream, flashy advertising or image changes and instead, continuing to let its food speak for itself. Rather than raising awareness for the strict purpose of making a profit, we will be raising awareness in order to spread the word and forge a lasting relationship with our target market. Franklin offers exactly what those in Kansas City crave: something more than a meal, an experience. A wait is typically seen as negative, however Franklin’s wait concretes and creates friendships, memories and enforces appreciation. Dining at this restaurant is as much as a social experience than an edible one. This being said, Franklin’s wait line is almost as famous as its barbeque, and we plan to recreate this experience in its new location. With Kansas City newly on the radar and beginning to boom amongst younger residents, new customers will be lining up (literally) to taste these ribs in no time.
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Target Market The Mature Millennial 21-35 year olds who are single with a dedicated social life and no children.
Mature Millennials populate 50% of the West Bottoms area itself. They are typically middle class individuals with at least some college education who are beginning their journey towards financial and personal independence. Freshly on their own, these millennials are drawn towards areas with affordable housing and an abundant entry level job market. These individuals also tend to be single and sociable, placing their focus on nearby thriving singles scenes such as cheap bars and casual clubs. Mature millennials plan their lifestyles around experience and fun, living by the motto “play now, work later”. They are typically employed in a fairly creative industries, and do not believe in the typical 9-5 workday. As individuals who value their freedom, uniqueness and self-expression, they are typically turned off by mainstream or common activities and restaurants. This age group also dramatically values their relationships amongst friends and family. Franklin embodies the socialization opportunities, unique vibe and affordable access the Mature Millennial craves, making these individuals the perfect target market for our company. The Conformist She has been known to drive across the city to search for the same IPhone case as her favorite celebrity. She hates the idea of missing out and is constantly posting on social media. She relies heavily on other’s opinions (both on and offline) for food, fashion and trending inspiration. She wants nothing more than to fit in, but also deeply desires fame and recognition on social media.
The Nostalgic He has an affinity for bow-ties, vintage t-shirts and steampunk. He drinks his grandfather’s liquor and is fascinated with old school hobbies, games and brands. He finds bittersweet refuge in nostalgia, fetishizing blue-collar traditions and returning to his childhood pastimes for comfort.
The “Bro”grammer He is a tech specialist at a local startup in Kansas City. When he isn’t working, he dedicates his time to partying, spending time with his friends and making the most out of his life. He could never say no to watching ESPN and drinking a few beers with the guys.
The Scroller His morning routine is not complete without scrolling through all of his social media feeds. He is a digital listener who browses and absorbs social feeds, relying on silently perusing social media to find new experiences. He is extremely curious and is a bit introverted, only boasting a small, close knit group of friends.
Why Mature Millennials?
The Survivor She is a fairly recent college graduate who is just starting out in the real world. She lives in a cramped apartment with too many roommates and just accepted a low-paying job that has nothing to do with her degree. Despite all of these issues, she still loves the city she lives in and enjoys exploring what she can afford. The Culinary Explorer She is an adventurous foodie with a desire to explore locally rather than travel abroad. She is drawn to unique cuisine and experiences and hungers for authenticity. For her, dining out is not about the food, it is an event.
Mature millennials value their personal relationships as much as any other target demographic.
Millennials have fewer responsibilities and free schedules, giving them the ability to enjoy the Franklin experience.
84% of millennials are most persuaded by word of mouth in their purchasing decisions.
As active social media users, Millennials can spread and obtain information quickly and easily.
Franklin epitomizes the unique, humble business that draws millennials in.
These millennials are mainly located nearby within a single concentrated area (Westport and Crossroads Art District) giving them easier access to our location.
53% of millennials go out to eat once a week compared to only 43% in the general population. 80% of millennials prefer casual-dining restaurants.
Millennials are the most picky demographic, with a high focus on food quality and an avoidance of fast food chains.
Sources: PRIZM, Nielson & Radius Global Marketing, Boston Consulting group, Census, Ad Age, Business Insider
Geographic Profile
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Welcome to Kansas City, MO — Known as “The Center of the United States”, Kansas City, MO is home to over 467,007 inhabitants whom regularly enjoy a lively music scene, multiple museums, an artistic culture and a vibrant small business community. Population With a median age of 34, millennials typically find themselves drawn to the city. Compared to similar cities of size, Kansas City is more spaced out and less populated. This unique aspect allows individuals to enjoy the best of both worlds – providing the intimacy and unique vibes of a small city, while also providing the career opportunities, growth potential and the socialization scenes of a big city. Economy Once a small cattle city, Kansas City was voted 1 st in the Huffington Post’s “America’s Top 5 Cities to Keep on Your Radar” in 2014. Today, millennials are moving to the city in the masses, stimulating extreme growth in both the businesses as well as the economy. Kansas City itself is the headquarter location of 97 large companies, including Applebee’s, H&R Block and Hallmark to name a few. Local tourism also plays a large role in the city’s economy. Individuals of all ages can shop on the world famous, fountain filled Plaza, soar to new heights on Worlds of Fun’s roller coasters or down Schlitterbahn’s Verrückt, the world’s tallest waterslide, and power up in the Power & Light District, an eight block entertainment hub.
The City of Fountains With over 200 fountains, Kansas City is most commonly known as the City of Fountains as well as an artistic hub. Because of this, the creative spirit within the city is continually flourishing. The Sydney Opera House inspired Kauffman Center for Performing Arts hosts’ award winning musicals and ballets. Across the way, one of Kansas City’s three free art museums, The Nelson-Atkins Museum of Art, boasts notable collections and is named one of the country’s premier general art museums. As the Jazz Capital of the World, Kansas City’s live music venues do not disappoint. Additionally, the Sprint Center, Arrowhead Stadium, and the Starlight Theatre host multiple concerts for individuals of every genre taste.
West Bottoms District Franklin will be calling the West Bottom District home for their new location. This area can best be described as an “up-and-coming” neighborhood near the heart of the city. With several antique shops, vintage stores, art galleries and historic warehouses, this area has become a popular location for young adults who value art, minimalism and unique lifestyles. Although the population of West Bottoms itself is quite small with a population of only 347, the districts surrounding the location such as Westport and the Crossroads Art District are home to many of the city’s most influential millennial residents with 50% of the population itself being between the ages of 2134. Because it’s laid back, artistic, and unique feel of the area, Franklin’s new location should feel a lot like home.
Source: http://www.westbottoms.com/, http://www.realtor.com/local/64101/lifestyle, http://www.city-data.com/neighborhood/Westport-
THE COMPETITION
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Franklin’s new location, at 1697 W 17 St, Kansas City, MO, is in a hotspot of barbecue restaurants. Just within a ten-mile radius of our address there are over ten other barbecue restaurants. Our strongest competition includes Joe’s KC Bar-bque, Jack Stack Barbecue, and Arthur Bryant’s.
JOE’S KC BAR-B-QUE At only 5.9 miles from our restaurant, Joe’s KC Bar-b-que is the largest competitor in the area. Its history includes an original, quaint, smalltown story as a small gas station at the corner of 47th & mission in 1996. It’s signature dish, the zman, has gained national recognition, being called the best sandwich in Kansas by Zagat. Joe’s KC Bar-b-que has also been ranked #1 by Zagat every year since 2004, and it’s recently been voted by the USA Today as the best Southern BBQ in a nationwide poll. The restaurant has a long list of awards and mentions in prestigious publications, as well as a booming reputation in Kansas City.
JACK STACK BARBEQUE With two restaurants, two and five miles from our new location, Jack Stack Barbecue is an establishment with a long and strong tradition in Kansas City. Started in 1957 by Russ Fiorella, today Jack Stack is in its third generation of the Fiorella family and has evolved into the largest, full-service wood cookery in the industry. The restaurant is constantly exposed to national media coverage, from sources like The NYT, Bon Appetit, WSJ, Boston Globe, USA Today. It’s also consistently placed high in rankings and it was listed in Zagat’s 20008/2009 World’s Top Restaurants.
ARTHUR BRYANT’S Arthur Bryant’s, a restaurant with national fame and a strong tradition with the locals, has been located at 1727 Brooklyn Avenue, KC since 1958. It’s. It’s had national coverage in famed publications like Gourmet Magazine, People Magazine, Bon Appetit, and Fortune Magazine. Arthur Bryant’s, at 3.3 miles from our location, is yet another competitor we will face.
Source: Yelp
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MEDIA MENU NEWSPAPER Newspaper
Published
Circulation
Col"
The Kansas City Star
Morn (Mon-Fri), Sat and Sun
Morn (Mon-Fri): 155,465
Mon-Th: $189.99 Mon-Sat: 91 Fri-Sat: $198.65 Sun: 93
Shawnee Dispatch
Weekly
22,500
$30.03
TELEVISION
CPM
39
OUT OF HOME
Daypart
CPP
Prime Access
103
Advertising
Prime
201
Lamar Digital Bulletin
Late News
137
Late Fringe
92
Rate $500
Lamar Permanent Bulletin
RADIO
$22,500
SEM
Daypart
AM
Day
PM
Evening
A21-35
146
124
139
61
MAGAZINE Publication Title
Circulation
1/2 Page Full
Spaces Kansas City
40,000
$3,140.0
$78.50
Kansas City Homes & Style
25,000 $1,395.00 $1,995.00
$79.80
KC Magazine
24,443
$187.17
GUERILLA
$1,890.0
Average CPM
$2,776.0
$4,575.0
Situation Synopsis
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Brand & Product Franklin’s Barbecue has a both a product and brand like no other. Maintaining customer lines for miles has never been a problem for the one and only location in Austin, Texas. A brand built around experience and demand that consistently transcends supply will definitely undergo challenges when opening a second restaurant in Kansas City. The target consumer will take a bite out of the friendly brand it and share it with others; Franklin’s will surely rise to the occasion and show Kansas City what Texas barbecue is all about. Consumers Franklin’s barbecue has gained well built support and following through word-of-mouth and a focus on keeping it Austin and keeping it local. When the Franklin’s brand began, Austin was up-and-coming much like the area of Kansas City where Franklin’s will thrive, the West Bottom District. The neighborhood is popular for young adults between the ages of 21-34 who fancy minimalism, uniqueness, and creating a union of food and experience: our targeted consumer. We intend to target the young millennials in their vibrant, small business community, suggesting a fresh lunch experience and food that will surely create buzz. Market/Media Options Both our target consumer and market choice create the perfect scene of youth and the growth of a unique and proficient Kansas City. Our immediate, short-term media will include paid ads on twitter to attract our target market, print ads in artistic and unique markets as well as food samples offered to growing businesses. Our long-term goal is to uphold the legendary reputation of the Austin empire by engaging our consumers and encouraging them to do what they do best, gab about it. The Millennials will express their newfound love of Franklin’s through social media and word-of-mouth. Competitors Franklin’s will find threat in the saturated restaurant scene consisting of more than ten barbecue joints within a ten-mile radius. Franklin’s three strongest competitors have similar business models and the local flare that keeps customers hungry for more. The competitors maintain small-town charm, Kansas City history, and services like call-ahead and catering unlike Franklin’s, making it difficult for the new player to make an immediate impact.
AGOG.
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1500 West Sixth Street Austin, TX 78703 | (512) 989-7754 | agogads.com