MediaPlan
PART 1&2
TARGET MARKET Franklin Barbecue will target two main groups of people: recent graduates with discretionary income and more time for leisurely activities, and career-established singles with incomes over $50,000.
Exchange area • Kansas City, MO • Store located at 1697 W 17th St
OPENING ON 03.04.2016
BUDGET OF $75,000
COMMUNICATE CONVEY CONVINCE CONNECT
TABLE OF CONTENTS Agency Credentials E xecutive Summary Campaign Scope Situation Analysis
Product and Brand Variables Target Market ID and Rationale Geographic Profile Competitive Profile
Situation Synopsis Media Vision M ed i a Obj ecti v es & Measurements Flights Communicate Convey Convince Connect
| | | |
Flight Flight Flight Flight
1 2 3 4
Media Menu Budget Flowchart F uture Recommendations Call To Action 1 | FRANKLIN BBQ
2 3–4 5 6-9 6 7 8 9
10 11 12 13–16 13 14 15 16
17 18 19–20 21 22
Our Team Erica Archie
Courtney Hattingh
Caitlin Brammer
Brittany Donahoo
Courtney Leinfelder
KAMIL PAPIEZ
Franklin wait time: 2 hours 45 minutes
Franklin wait time: 3 hours 30 minutes
Franklin wait time: 3 hours 8 minutes
Franklin wait time: 2 hours 53 minutes
Franklin wait time: 2 hours 35 minutes
Franklin wait time: 3 hours 33 minutes
Account Manager
Communications Director
account planner
Account Planner
ART DIRECTOR
Digital MediA Planner
AGENCY Credentials CAPITOL AGENCY We are The Capitol Agency. Much like the physical building, we embody a powerful, impactful and collaborative initiative. We always translate our passion, love of our clients and dedication to the brands through our esteemed work.
We accumulate wealth in more rewarding ways than just monetarily. Our achievements range from winning Addy awards to simply making someone’s day better. Here at Capitol Agency we always put forth our best efforts to creatively and efficiently solve problems. FRANKLIN BBQ | 2
Executive Summary
Putting Money to Work With Capitol Agency’s acclaimed strategic media planning and total comprehension of Franklin Barbecue’s unique business model and the pivotal role it plays in the Austin community; Capitol Agency feels confident in successfully implementing Franklin into Kansas City. The media plan will possess a strategy that is broken down into four parts: Communicate, Convey, Convince, and Connect. These four strategy components will flow together and correspond simultaneously, ultimately creating a thorough, developed story about the first year for Franklin Barbecue in Kansas City. As a new member of the West Bottoms District in Kansas City, Franklin will be targeting single, young professionals as well as career-established individuals. The younger “baby back ribs” target demographic are eager to try new things and publicize their experiences on social media. The older “aged brisket” target demographic appeals to Franklin, because their $50,000+ income range is within reach for the anticipated average ticket price of $45. In addition to our target demographics, Capitol Agency has thoroughly researched the new geographic location and the competition it holds to better understand the market Franklin Barbecue will be entering. We will Communicate by shifting focus to gain consumer attention about Franklin moving to Kansas City. Through major social media outreach such as tweets from local food bloggers to Facebook campaigns, the Franklin name and new location will become a trending topic. To establish buzz and word-of-mouth within the community, Franklin will host a launch party for potential consumers to become familiar with the store and product. Also, the local 435 Magazine will feature a monthly half-page advertisement of Franklin Barbecue. This magazine’s viewership will directly correspond with Franklin’s target market ID’s. Using search engine marketing, there will be various keywords purchased that all pertain and are directly related to Franklin Barbecue.
3 | FRANKLIN BBQ
With this enhanced exposure and increased awareness, Capitol Agency will now look to Convey the more detailed brand image and uniqueness of Franklin to consumers. Followers of Franklin social media will be notified of random tee-shirt giveaways to the first 100 customers in line. This will not only attract more social media followers and develop Franklin’s social media presence, but also encourage said followers/viewers to actually get in line at the barbecue joint. In order to further develop brand recognition, Franklin will have two billboards. One will be close to the restaurant location and one will be placed at the Kansas and Missouri border. These billboards will educate and convince consumers that Franklin has arrived and made its mark on the ‘barbecue capital’. To further hone in on Franklin’s target demographic, Alamo Drafthouse will feature a Franklin advertisement inspiring viewers to try the authentic barbeque.
Executive Summary
Now that Franklin has increased its customer base, it is essential that they Convince those customers to keep coming back. There will be a continuous pattern for monthly tweets from 435 Magazine about Franklin and possible events or promotions. In order to make the local community eager to return, Franklin has developed a rewards system that provides a “fast pass” for consumers to escape the lengthy line after 10 visits to the restaurant. Franklin wants to make their community feel valued and appreciated as well as eager and excited to try their tasty barbecue. Even in the initial phases of Franklin’s strategy, Community outreach will be a focal point of the media plan. The barbecue restaurant will attend a number Kansas City food festivals throughout the year. Through these festivals, Franklin has the opportunity to earn the respect and appreciation of the community and establish great rapport with it’s individuals. Furthermore, by recruiting local bands to play outside on the weekends, Franklin is further developing relationships with the locals and consumers beyond food. To really feel like a part of the experience and connect to others in line, customers can read a television screen outside the establishment that hosts live comments and tweets. Since the Austin Franklin branch is such a foodie hub, it is essential that the food-lover community stay thoroughly connected with the KC brand as well. A variety of local food-bloggers will also document and post their one of a kind experience at Franklin, making their respective audiences more informed and excited about the new food attraction in town. With an overall pulsed media continuity pattern, a majority of Capitol Agency’s ideas, such as monthly advertisements in 435 Magazine and social media involvement, as well as food festival participation, will be continuously broadcasted throughout the year. Whereas, other aspects of the media strategy, such as the tee-shirt giveaway, will follow a pulsed pattern and only happen for an allotted amount of time. These thoroughly outlined media and vehicles will guide Capitol Agency to successfully implement the Franklin Barbecue Austin authenticity to the new location in KC.
FRANKLIN BBQ | 4
Campaign Scope
Franklin Barbecue is a well-known Austin gem with deliciously sought-after barbecue and infamous long lines. Located in the heart of downtown Austin on 11th street, Franklin Barbecue, a small, teal-colored building, has gained a cult following over the years for its unique barbecue. Owner Aaron Franklin and his wife Stacy consistently draw long lines, with customers waiting 2 hours or more for their share of barbecue; a demand like no other barbecue joint in Texas. Franklin has maintained its sole location in Austin for 6 years, but Aaron Franklin has recently decided to expand the business to a new location in Kansas City, MO. The new Franklin establishment will be in the 64101 district of Missouri, one of the oldest and most industrial areas in Kansas City. We will measure our media success on our ability to inform, incentivize, and inspire with this campaign, which will end on Dec. 16, 2016. We will aim to inform by having 65% of our target aware of the Franklin Barbecue brand name after two months, and 75% of that population familiar with the store location as well. At the conclusion of our campaign in December 2016, we will aim to have an increased 85% of our target aware of the brand name and
5 | FRANKLIN BBQ
90% of that population additionally familiar with the store location. We aim to incentivize by having an average of 250 store visitors per day on weekdays and an average of 500 store visitors per day on weekends, with an average check amount of $45.00 per visit. By the end of the campaign, we hope to achieve an increased 550 visits per day on the weekends and a larger $49.50 average check size. Lastly, we hope to generate a minimum total sale of $3,505,275.00 in the time frame of Mar. 4, 2016 to Dec. 16, 2016. We also aim to inspire, by growing the Franklin social media presence to 1,000 Facebook followers and 500 Twitter followers, while also generating 100 positive mentions on various social media platforms. By the campaign deadline, we hope to increase these numbers significantly to 5,000 Facebook followers, 2,000 Twitter followers and 1,000 positive mentions. These statistics will be measured with company run Facebook and Twitter profiles and the online entity www.socialmention.com, which will track mentions. The overarching campaign goal we have developed is to extend a new Franklin Barbecue location in Kansas City, MO, which maintains the authentic qualities and loyal customer base that makes the original branch so successful.
1
Situation analysis Product and Brand Variables Ask any Austinite or barbecue lover in Texas and they will tell you; Franklin Barbecue lives up to the hype. Taking it’s name after owner and creator Aaron Franklin, this traditional barbecue joint offers an exclusive mouth-watering quality of barbecued and smoked meats that draws infamous long lines and long waits . Originally established as a food truck off of Interstate Highway 35 in 2009, Franklin Barbecue grew to be a hugely successful brick and mortar now located on 900 E. 11th street in downtown Austin. To those still not sold, just ask President Barack Obama or famous travel blogger–guru, Anthony Bourdain, who have, among many, stopped in to the charming venue for some good barbecue during their time in the Lone Star State.
Franklin has notable drivers of success, such as its exclusivity and loyal meat-crazed fanbase; but the key to it’s continued popularity simply boils down to a rare and hard to replicate quality; authenticity. Franklin BBQ offers your typical five meats: brisket, ribs, pulled pork, turkey and sausage. The genius truly lies in the 2015 James Beard Awarded chef Aaron Franklin, whose distinctive cooking technique is not only difficult for any cook to achieve, but almost impossible to replicate and master. What Franklin offers is a premium quality of hormone- and antibiotic-free beef unmatched by any other barbecue in Texas, one that brings customers back time and time again.
Smoking Day
The new location in Kansas City, MO will still uphold the same Franklin first-come firstserve approach. Providing an authentic experience and taste of one of the most highly popularized barbecue restaurants in Texas, Franklin in Kansas City will cater to those who love good barbecue and don’t mind waiting for it; a realistic goal seeing as Kansas City has more barbecue restaurants per capita than any other city in the U.S.
Authenticity and quality are key. Franklin will deliver a new standard of BBQ to Kansas City, while growing and forming an irreplaceable relationship with the up and coming city just as they have done with the original Austin location.
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2
IT’s not only “who” and “where,” but also why
Situation analysis Reaching the target Target Market ID and Rationale
The Baby Back Ribs
Aged Brisket
18-34
35-54
Our primary target, referred to as the baby back ribs, consists of a young population of Millennial and Boomerang Kids aged 1834 years, who are just starting their careers and are hungry for new experiences. As these recent graduates get their start in the workforce, they show interest in finding new hobbies, interests and passions. Their income is generally below $50,000, but they possess more free time and discretionary income than any other occupation, which allows them to enjoy leisurely activities and entertainment more frequently. The baby back ribs are tech-savvy and actively partake in social media outlets, such as Twitter and Facebook. • Over 22 colleges and universities in Kansas City • 41% of this target report trying new menu items because the sauce/ seasoning is unique to the restaurant. • 28.94% of individuals in Kansas City, MO have a Bachelors, Masters or Doctorate Degree.
Our second target market, which we have named Aged Brisket, is composed of 3454 year-old individuals who make up the second largest age group in Kansas City. The men and women in this target are generally more careerestablished in comparison to our primary target, and are typically unmarried. As much as Franklin Barbecue loves kids, the long wait line doesn’t appeal to them much, so as well as being single this target is less likely to have children. With incomes usually exceeding $50,000, our second target has made their way up the corporate ladder and enjoys more free time due to their established careers. • 26.41% of Kansas population aged 34-54 • 55.3% never married in Kansas • 12% higher than national average
7 | FRANKLIN BBQ
In regards to setting up shop in Kansas City, Missouri, Franklin Barbecue is stacked against some local BBQ joints. There are three main competitors: Woodyard Bar-B-Que, Gates Bar-B-Q and Slap’s BBQ. Each competitor is homegrown, and within seven miles from Franklin Barbecue.
3
Situation analysis Geographic Profile
KANSAS CITY, MO! The Kansas City Metropolitan area is known as a distribution and manufacturing center. It has grown economically to include telecommunications, banking, finance and the service industry. There are more than 1.8 million people living in the 11 counties of the greater Kansas City area. KC has a population of around 467,007, which has consistently grown 5.8% in the past 15 years (citydata). The median age is 35 years old, which is slightly younger than the overall Missouri median age of 38 years. Over half (59.2%) of the Kansas City population is Caucasian with a median household income of $41, 877. Franklin Barbecue is going to be a part of the 64101 zip code. It is one of the oldest and most industrial areas in Kansas City, located between the Kansas and Missouri Rivers. There is a total population of 280 people, which significantly
smaller than most of the surrounding zip codes. However, Franklin will be located a mere 8 minute drive from the Power and Light District, which provides an array of leisure options and is considered an entertainment epicenter. Also within distance is Overland Park, which is the second most populous area in the metropolitan Kansas City zone with a total of 181,260 people. The surrounding zip codes boast much larger populations, with 66101 being home to 12,990 people and 66106 to 23,549. The residents in the West Bottom District are predominantly single Caucasians in the working class. The median income amongst residents in West Bottom is $39,900 and females make up over half of the population at 51.5% (US Census), which is significantly smaller.
1697 W 17 St, Kansas City, MO 64102 (the corner of 17th and Genessee St)
FRANKLIN BBQ | 8
4
Situation analysis Competitive Profile
Woodyard Bar-B-Que
Gates Bar-B-Q
Slap’s BBQ
3001 Merriam Lane • Kansas City, KS 66106
1026 State Ave • Kansas City, KS 66102
553 Central Ave • Kansas City, KS 66101
Distance from Franklin BBQ: 10 min (7.0 miles)
Distance from Franklin BBQ: 9 min (3.3 miles)
Distance from Franklin BBQ: 4 min (1.8 miles)
Beyond selling different types of firewood, Woodyard Bar-B-Que is a rustic and hearty family run barbeque joint that started in 1948. They are always closed on Sundays but remain open Monday-Friday from 10:30am8pm. Much like Franklin’s first-come first-serve policy, Woodyard offers different daily specials that tend to run out after 12:30 pm. They have also created an online ordering system for customer convenience. Woodyard’s also offers a selection of beer, unlike Franklin.
Gates Bar-B-Que began in 1946 and has now expanded to six different locations all throughout Kansas City. The growth of Gates was due to the wide popularity of their barbeque sauce, which is currently sold in all major supermarkets in the Kansas City Metropolitan area. They have an online store where customers can purchase their famous sauces and original spices/rubs. Gates Bar-BQue opens their doors to customers from 10pm to at least midnight and sometimes even later.
A little over a year old, Slap’s BBQ began in an area located right across the state line from downtown. Similar to Franklin’s first come first serve policy, Slap’s gets a huge feeding frenzy during lunchtime because they close their doors when the meat runs out. The seating space is very tight and limited so people typically take their food and go. They have a very straight-forward and minimalist menu, and do not offer any desserts like Franklin. The staff competes monthly in national barbeque competitions and is continuously improving their products.
9 | FRANKLIN BBQ
SITUATION SYNOPSIS Brand and product variables The Franklin brand has reached a level of excellence that is seemingly impossible to match. Franklin has set a precedent of authenticity and quality, which are key to achieving perfection when it comes to barbeque. Franklin will uphold this acclaimed standard of quality in the new Kansas City, Missouri location. The genuine, all-natural barbeque restaurant will deliver a new level of specialty to the barbecue capital of the world while growing and forming an irreplaceable relationship with the up-and-coming city, just as it did with the original Austin branch.
Target market Although this is the first time Franklin has stepped into a new market, there is no doubt it will succeed. The barbecue lovers of Kansas City, MO are comprised of two target markets. The initial target will be comprised of young professionals who are eager to try new things, and since Franklin does barbecue a little different in Texas, they will be easily encouraged to step outside of their usual barbecue-box. This new location will also catch the attention of our second target, the older, career-established singles. This group is willing to pay more while dining out and will perfectly align with the Franklin average check price. These two targets will provide a strong platform for the new location to thrive.
Competition As we enter the barbecue capital of the world, our competition is not hard to find. After researching the competitive profile in Kansas City, we identified three main competitors that could detract from our consumer base. Two of our main competitors consist of grandfather companies that have long-proved their significance, Woodyard Bar-B-Que and Gates Bar-B-Q. These companies have both been around since the ‘40’s and with that history have developed solid customer relationships hard for Franklin to break. However, our toughest competition will come from Slap’s BBQ.
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Media Vision Franklin Barbecue is working towards fluidly integrating into the Kansas City community all while staying true to their brand. Franklin Barbecue wants to educate their target about their uniqueness as well as encourage them to engage in social media and events. The hope is to motivate our target audience to willingly share Franklin Barbecue content by creating an enticing atmosphere. Franklin Barbecue will strive to create a lasting and authentic relationship with the local community.
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MEDIA OBJECTIVES
& MEASUREMENTS
Communicate
CONVEY
Convince
Connect
The first flight is simply to generate word of mouth. The objective is to make people aware of Franklin Barbecue’s new location as well as get them excited about the grand opening. We want to become a topic of discussion on social media and provoke enthusiasm among the community.
The second flight is to inform and encourage potential consumers to engage in Franklin Barbecue events as well as continue to generate buzz. We will strive to meet our consumers in their natural environments and invite them to engage with Franklin Barbecue and inform our target about our unique business and brand.
The third flight is to persuade people to return to Franklin Barbecue through incentivizing them via coupons and discounts, as well as using already trusted brands to speak highly of Franklin Barbecue. The hope is to provide Franklin Barbecue with a number of new followers and fans.
The fourth flight is to truly engage with the community through events as well as continue relationships via social media. We want to delve into the community through viral outreach, local business, events, and music.
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Flight 1 Communicate Opening
Online Display
social media
Franklin Kick-off Party is Kansas City Franklin Barbecue’s opening event. It will premiere their mouthwatering menu and also include fun activities in the connecting parking lot. Attendees will wait in the infamous Franklin line for food. People can also get their picture taken with a cutouts of the original Franklin food truck. There will be local jazz band playing music as well as fun games where winners can receive free meal coupons or Franklin tee-shirts. Customers can document this occasion with pictures from the photobooth accompanied by the Franklin logo. People are also encouraged to tweet/instagram/facebook their photos with the (hashtag). Local reporters and press will also be in attendance. The goal of this event is make a big splash in Kansas City and really introduce everyone to the brand as well as the food. Locals should feel like Franklin is not a foreigner but rather a great part of the community.
Since our primary target has proven to be tech-savvy and actively look toward social media for information, we will use Facebook and local food blogs as communication platforms. Facebook Sponsored Events will promote Franklin’s brand and their upcoming grand opening event, as well as the future events Franklin Barbecue will participate in. These posts will pop up on the newsfeeds of each consumer based on their demographics and continually inform them on what the brand has up and coming. Secondly, online display ads on local blogs will keep the returning viewers reminded about Franklin’s store opening, generate more traffic to the Franklin BBQ website and keep the brand at the top of consumers’ minds. In addition, starting to advertise on the blogs early, will help to build the relationship with the bloggers for the future partnerships and endorsements.
Twitter, Facebook, Instagram, and other forms of social media will be essential to establishing Franklin’s brand identity within the target demographics of baby back ribs. Franklin BBQ will send one of the employees on a social media marketing course, to have someone who is proficient with social media and can perform basic task with understanding the online structure. The employee will also be granted larger salary for additional task. Additionally, Franklin BBQ will run its own blog starting immediately after the big opening. This bi-monthly blog will feature news to keep the customers updated, but also will provide insights for those, who crave for more Franklin. The blog will be written by an experienced freelancer, providing the quality of the content at the affordable cost, while giving viewers a glance into the Franklin style, authenticity, and overall identity.
Search Engine Marketing 435 Magazine is a local Kansas City magazine, whose viewers include large portion of the target market. Franklin will feature a half page monthly print advertisement for 12 consecutive months. Beyond viral and social media marketing, Franklin also needs to reach people through print and other media, especially for the aged brisket demographic, who are not as active on social media. Prior to the opening, the advertisements will promote Franklin’s new establishment. The 2nd and 3rd cycle will focus on increasing the awareness of the Franklin BBQ brand and the general location of the store.
Print Advertisement By bidding on keyword searches such as “BBQ”, “barbecue” and “KC barbecue,” we be able to create awareness of the Franklin brand in Kansas City and promote its location. This will substantially increase the number of impressions, leading to greater brand recall. The placement will be relevant to what the target audience is searching. This will be a continuous online push, starting in January throughout the campaign. 13 | FRANKLIN BBQ
Flight 2 CONVEY Giveaway
Billboards
Online Reviews
Shortly before the first result measurements being taken Franklin will give away a free tee-shirt to the first hundred people in line. The purpose of this is to encourage people to come by incentivizing them and to build the relationship with the consumers. The unknown day will build the anticipation of this event and cause buzz as well as create excitement for the customers. Once the day is chosen and the first 100 people in line get a free Franklin tee-shirt, more buzz will generate via the people wearing our shirts around town.
Near the border of Kansas and Missouri will be a billboard welcoming in coming drivers to not only Kansas City but Kansaucy City. It invites them to indulge in the Kansas City BBQ world with none other than Franklin Barbecue. Due to the high volume of road trippers and travelers during the summer time, the billboard will be placed there during that specific season. An exciting twist to the average “Welcome To [insert state here]” sign will inform as well as attract travelers towards the Kansas City BBQ hub.
There’s no better way to build trust, credibility and reputation than to let others do the talking. Promoting Franklin’s positive reviews and encouraging customers to leave reviews on Franklin’s social media will create a large base of great testimonials where happy clients share their experience. The millennials as the largest user group of Yelp, however known for not giving reviews, will be encouraged by featuring the best reviews on the website, as well as on the screen with the live feed outside the store. This effort will help attain interactions and initiate continual conversation will the Franklin’s target audience.
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Flight 3 Convince Loyalty programs
Discounts
Paid Endorsements
Franklin is infamous for their lengthy. Customers should associate their tasty barbecue as something really worth the wait. However, Franklin needs also to reward those, who have waited in their line countless time, through a rewards system. Franklin will partner with Belly, nationwide reward system. After 10 visits, customers will be able to choose a reward. One of them will be a “fast pass.” This pass allows customers to skip the wait time and immediately go to the front of the line. Franklin wants to keep customers coming back and also honor and show their appreciation for those locally, who routinely dine with Franklin.
Groupon is a website greatly used and valued by both demographics. The cost of a Groupon is $50 for a $60 voucher. Being that the average bill has to be $45, this discount encourages consumers that wouldn’t typically pay for Franklin’s to come out and try the wonderful BBQ. Franklin BBQ is confident that once a customer has come once, they will want to visit again. The first cycle of Groupon expires on May 4th, and the 2nd cycle on December 16th, ensuring to help meet the objectives.
By using Twitter as one of the social media outlets, Franklin BBQ will use 435 Magazine’s offer of paid endorsement. We will purchase 10 “boosted tweets” from @435Mag, which will be a great link between the target market which is looking of new food experiences and Franklin BBQ. With constantly growing social media following and readership communities, 435 Mag’s readers stay connected with the Magazine and receive updates on the best dining, shopping, events and happenings in Kansas City. Above that, Franklin will reach out to 30 popular Kansas City social media food bloggers to endorse Franklin Barbecue announcements.
Paid Endorsements By using Twitter as one of the social media outlets, Franklin BBQ will use 435 Magazine’s offer of paid endorsement. We will purchase 10 “boosted tweets” from @435Mag, which will be a great link between the target market which is looking of new food experiences and Franklin BBQ. With constantly growing social media following and readership communities, 435 Mag’s readers stay connected with the Magazine and receive updates on the best dining, shopping, events and happenings in Kansas City. Above that, Franklin will reach out to 30 popular Kansas City social media food bloggers to endorse Franklin Barbecue announcements.
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Flight 4 connect Partnerships
Blogs
Promotional
Franklin Barbecue will be participating in multiple food festivals throughout the year. By participating and setting up a food booth in about 1-2 festivals a month, Franklin Barbecue can be better engaged within the community. Having a food booth will also grant Franklin Barbecue recognition and create a reputation by giving the community a taste of the food. Along with that, Franklin Barbecue will provide live entertainment on the weekends for the customers waiting in line. This creates an experience worth remembering for the customers as well as helps pass the time while they wait for their food.
Aaron Franklin is a nationally respected chef, winning the James Beard Award and many other cooking accolades. Therefore, Franklin needs to also earn the respect and recognition of those food bloggers out in Kansas City. No Bull BBQ -- A Kansas City BBQ Blog, Barbecue KC, and Eat It Kansas City would be just some of blogs that would feature Franklin. These types of websites will appeal to customers who want to experience not only the high quality of Franklin food but also want to be apart of the uniqueness authentic and eating experience.
One of the first major food events in Kansas City after the opening of Franklin is the Kansas City Microbrews and Barbecue Festival in May. Franklin cannot be a vendor at the event, however they are going to pass out multiple flyers about their new store opening. The other item Franklin will be passing out are little packaged towelettes with the Franklin logo so festival attendees can have something to wipe the excess bbq off their hands. This festivals demographic is along the lines of Franklin’s target. The festival will be a productive way to generate buzz about the opening as well as connect locals with the store.
TV Display For some customers, waiting in a long line may be discouraging. Franklin BBQ will help its customers to stay occupied by placing a TV display outside of the store, which will feature the best comments, tweets and reviews. The additional live feed will encourage people waiting in the line to join the conversation and to have fun while waiting.
APP One of the main inconveniences, although a unique aspect, of Franklin Barbecue is the long wait time. A way to keep people in line and entertained is to create an app for Franklin. This app will monitor each person’s individual wait time as they sign in and begin their wait. The only way to check in to the app is to be within a half mile radius of the building to ensure only people that are waiting for barbecue are accessing the app. It will contain trivia about local news and a few fun facts about Franklin. This will help connect Franklin to the community as well as offer an incentive to stand in line.
Moist towelettes with a general description of the location. Users will be more likely to recall the Franklin BBQ brand and the location than other brands even after the disposal of the package. FRANKLIN BBQ | 16
MEDIA MENU TELEVISION
OUT OF HOME Type
Impressions
Execution
Location
Rate
Bus Advertising
5,000
Small interior banners, Outdoor Bus Side
Interior banners, Exterior bus side banners
$700/Cycle
Billboards
160,077
Junior Bulletin/ Regular 10x32
Multiple highways
$1000/Cycle
Daypart
Rating
Prime Access
$103.00
Prime
$201.00
Late News
$137.00
Late Fringe
$92.00
MOBILE MARKETING
Source
Method
Rate
Name
Rewards App Partnership
Generate loyalty through special discounts for app users
0.05%/Transaction
Mag 435
Spotify
Commercials between the music
CPM $5.00–$30.00
Pandora
Commercials between the music
$8,000–$15,000/Month
Rate $1100/1/2 page/12 months
ONLINE Source
Clicks/ Day
Impressions/ Day
Rate
Location
Bid
AdWords
5–10
800–1,200
$50.00/Day
Kansas City, MO
$2.00
Blogs Display
5–10
100-500
$50.00/Month
Kansas City, MO
N/A
SOCIAL MEDIA Source
Clicks/Day
Rate
Location
Bid
Facebook Sponsored Events
17–42
$10.00–$25.00/Day
Kansas City, MO
$0.60
Blog
N/A
$562.50/Month
Online
N/A
20–40
$15.00/Day
Kansas City, MO
$0.60
Yelp
30-40
$50.00/Day
Kansas City, MO
$0.60
Yellow Pages
5–15
$15.00/Day
Kansas City, MO
$0.60
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From
Rate
435 Mag
$300/Endorsement
Bloggers
$100/Endorsement
DISCOUNTS
MOBILE MARKETING Source
Method
Rate
Rewards App Partnership
Generate loyalty through special discounts for app users
0.05%/Transaction
Spotify
Commercials between the music
CPM $5.00–$30.00
Pandora
Commercials between the music
$8,000–$15,000/Month
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PAID ENDORSEMENTS
Name
Rate
Groupon 50% Discount if spent over $100
$50.00/Groupon
Living Social 50% Discount if spent over $100
$50.00/Coupon
Amazon, Bannersonthecheap.com, Facebook, Google Adwords, Groupon, Horizon Prod., Instagram, Yellow Pages, Yelp, Lamar, SRDS, SQAD.
BUDGET & MEDIA MIX Title/Placement
Execution
Rate
Quantity/Units
TOTAL COST
1
$100.00
EVENTS Kansas City Microbrews and BBQ Festivals Branded Towelettes
1 Employee
$100.00/Event
Event Distribution
$0.05/Piece
5000
$250.00
Flyers
Event Distribution
$0.02/Piece
10000
$200.00
Jazz in the Woods
Vendor
$75.00/Day
2
$150.00
Great Lenexa BBQ Battle
Vendor
$100.00/Day
2
$200.00
Roots Festival
Vendor
$100.00/Day
2
$200.00
Parkville Days
Vendor
$50.00/Day
3
$150.00
Apple & BBQ Cook-Off Festival
Vendor
$50.00/Day
2
$100.00
American Royal World Series of BBQ Kansas City’s Vine & Jazz & Blues Festival Weekender
Vendor
$75.00/Day
4
$300.00
Vendor
$75.00/Day
1
$75.00
Vendor
$15.00/Day
5
$75.00
2 Employees
$75.00/Day
21
$3,150.00
Tent Purchase
$150.00/Tent
1
$150.00
Employees for the events Commercial Trade Show Tent Jazz Band for the Opening)
Jazz Band
$500.00/Day
1
$500.00
T-Shirts
Giveaway
$3.48/T-Shirt
100
$348.00
$1,000.00/Month
4
$4,000.00
OOH Billboard
2 Locations/2 Cycles
SOCIAL MEDIA Facebook Sponsored Events
Online Display
$20.00/Day
161
$3,220.00
Yelp
Online Display
$50.00/Day
330
$16,500.00
Blog
Blog post/bi-monthly
$20.00/Day
20
$400.00
1 Course
$800.00/Course
1
$800.00
Additional salary TV mounted outside the store with live feed
$2.00/Hour
616
$1,232.00
$1,200.00/TV w/service
1
$1,200.00
Social Media Marketing Course Social Media Manager TV Screen with live feed and instalation
ONLINE AdWords Blogs display
Continuous Online
$50.00/Day
330
$16,500.00
Online Display
$50.00/Month
60
$3,000.00
$300.00/Endorsement
10
$3,000.00
$100.00/Endorsement
30
$3,000.00
12
$13,200.00
PAID ENORSEMENT Mag 435
Paid Endorsements
Bloggers
Paid Endorsements
PRINT 435 Magazine
1/2 Page/Monthly
$1,100.00/Month
Contingency 4.00% Print 17.60%
Events 7.93% OOH 5.33%
Events OOH
$23,352.00
Online
$19,500.00
Social Media 31.14%
$6,000.00
$13,200.00
Contingency 4.00%
$3,000.00
T O T A L
Online 26.00%
$4,000.00
Social Media Paid Endorsements
Paid Endorsements 8.00%
$5,948.00
$75,000.00
FRANKLIN BBQ | 18
FLOWCHART SCHEDULE
SOCIAL MEDIA
ONLINE
TOTAL COST
VEHICLE VEHICLE COST Facebook
$3,220.00
Yelp
$16,500.00
Blog Posts
$400.00
TV Screen
$1,200.00
Google Ad-
$16,500.00
Blogs display
$3,000.00
435 Magazine
$13,200.00
Mag 435
$3,000.00
Bloggers
$3,000.00
PAID ENORSEMENTS
$6,000.00
EVENTS
$4,500.00
Events
$4,500.00
OOH
$4,000.00
Billboard
$4,000.00
SCHEDULE
TOTAL COST
VEHICLE VEHICLE COST Facebook
$3,220.00
Yelp
$16,500.00
Blog Posts
$400.00
TV Screen
$1,200.00
Google Ad-
$16,500.00
Blogs display
$3,000.00
435 Magazine
$13,200.00
Mag 435
$3,000.00
Bloggers
$3,000.00
$21,320.00
$19,500.00
$13,200.00
PAID ENORSEMENTS
$6,000.00
EVENTS
$4,500.00
Events
$4,500.00
OOH
$4,000.00
Billboard
$4,000.00
19 | FRANKLIN BBQ
5 1
8 22
9 29
August 32 33 8 15
34 22
$19,500.00
$13,200.00
ONLINE
4 25
February 6 7 8 15
$21,320.00
SOCIAL MEDIA
1 3
January 2 3 10 18
26 27
27 4
July 28 11
29 18
30 25
31 1
9
4 2
March 10 11 12 7 14 21
35 29
13 28
September 36 37 38 5 12 19
14 4
39 26
April 15 16 11 18
40 3
17 25
October 41 42 10 17
18 2
43 24
May 19 20 9 16
44 31
21 23
November 45 46 7 14
22 30
June 23 24 6 13
47 21
December 48 49 50 28 5 12
25 20
FRANKLIN BBQ | 20
OOH - Theaters
future recommendations
Alamo Drafthouse will feature a short Franklin Barbecue advertisement prior to movie previews. The ad will inform viewers about the new store as well as convey the unique features of Franklin’s food and brand. The Alamo Drafthouse has a similar brand character as Franklin which enables it to attract similar audiences and further expose Franklin’s target market to valuable selling information.
21 | FRANKLIN BBQ
Consumer Relations
It is in the best interest of Franklin Barbecue to continue to build relationships with consumers as well as strengthen existing ones. By engaging in social media conversations as well as continuing to host events and stimulating activities, Franklin Barbecue can continue to grow as a business as well as a brand.
Call to action let’s take the next step The Capitol Agency prides itself on fully understanding their clients as well as how they interact within their community. Franklin Barbecue like The Capitol Agency is an Austin native business, so we have watched this barbecue joint become one of the most acclaimed restaurants in Austin. Therefore we are confident that we can capture and convey every outstanding and special characteristic of their Austin store and seamlessly translate them to the Kansas City community. Thank you for considering The Capitol Agency and we look forward to helping you make Franklin Barbecue the focal point of the United States barbecue capital.
FRANKLIN BBQ | 22