McDonalds Campaign Plan for Advertising Capstone Australia 2019 (finalist)

CAMPAIGN PROPOSAL

COL L E C TI VE

Executive Summary This report details an integrated advertising campaign proposal delivering an innovative sustainable solution for McDonald's Australia. This report provides insight into our research and findings that we leverage to build the foundation for our big idea. We began with a situation analysis to understand the current market trends, McDonald's brand and their competitors. Our primary research includes a survey of 750 respondents around Australia. The blended portion of existing consumers and environmentally conscious consumer bracket concluded our recommended target audience we believe is most relevant to this campaign. The findings concluded a key insight into why consumers are hesitating to take action on sustainability when it comes to convenience. Our communication goal is to demonstrate how sustainability goes hand in hand with convenience. The report provides our creative execution alongside a rationale for our deliverables. Additionally, we then detail how we recommend promoting our big idea via different media platforms. Lastly, the report reveals the campaign's media plan, budget breakdown and our evaluation measurement.

Aimee Muller 101967847

Brooke Scallion 101602533

Henry Hinge 101360271

Jarrod Kenley 101605655

Laura Pozzobon 101623725

Mathisha Mahawalage 101942954

Content 01

Executive Summary

02

The Challenge

03

Situation Analysis

04

Brand Positioning

05

SWOT Analysis

06

Target Audience

07

Research Findings

08

The Big Idea

09

How it works

10

Creative Execution & Rational

11

Media Plan

12

Budget

13

Evaluation And Measurement

14

References

Our Challenge The campaign objectives are to regain McDonald's market share from 46% to 49% by June 2020 and to change consumers perceptions surrounding this quick-service restaurant. The food at McDonald's is currently seen as a cheap guilty pleasure and changing these perceptions to an eco-friend experience allows customers to enjoy McDonald's without feeling like they are not making an eco-friendly choice. We will measure this through "Brand I love" and "Brand I trust" brand scores increasing by +2pts, from 46pts to 48pts by June 2020. This campaign positions McDonald's to appear to Australians, from a fast-food powerhouse to a sustainable leader of change who is committed to tackling the environmental challenges that Australia and the world are currently facing and acting accordingly to make a difference.

Regain and Improve Market Share

+3%

We have given $750,000 to $1,000,000 value of budget to work with for this campaign. The budget allocates towards the production and media buying for this campaign. The tone for this campaign should reflect McDonald's playful and light-hearted brand personality. This campaign aims to reach a wide range of consumers around Australia, through utilising own, earn and paid media coverage.

Improve “Brand I love” and “Brand I trust” Scores

+2 Pts

Situation Analysis According to IBIS world fast-food burger report 2018, McDonald's Australia holds the top rank with a 55.3% market share. However, quick-service restaurants market share reflects other fast-food restaurants providing healthier alternatives with takeaway and delivery services has increased competition in the industry. The consumers are changing, becoming more health-conscious, shifting towards healthier lifestyles and increase demand in healthy food options. A study conducted by Roy Morgan in 2019 identified that consumers are becoming more socially aware of the waste that they are generating. Therefore, becoming increasingly concerned about issues relating to the environment.

24% of Australian surveyed identified that these global issues were most important to them. Currently, consumers feel that they can't trust big businesses.

A focus group of ten people conducted by the 809 Collective showed that customers are wary of businesses efforts of being more sustainable. Currently, young millennials feel that they can better identify and connect with people rather than company logos (Schawbel, 2015). Almost all Australians are concerned about the environment and sustainability.

According to Planet Ark 2018, 96% of Generation Y express the most significant concern about the environment and sustainability. Furthermore, many people of this age group feel as though action should be taken by large corporations and governmental bodies to put an end to the destructive effects towards our planet.

McDonald's is beginning to be left behind by its competitors due to their lack of environment and social change.

According to Roy Morgan 2018, McDonald's is Australia's leading quick-service restaurant. However, KFC and Hungry Jacks are the two main competitors closely following the market share. Over the past year, Mcdonald's has lost market share to these top competitors as they have adapted to the new market trends, with Hungry Jacks removing the sale of toys with meals and also introducing a vegan-based burger. KFC being vocal about their commitment to improving sustainable footprint through green building initiatives like energy and water efficiency, packaging, food recovery and waste reduction and recycling.

Brand Position

Sustainable

Considering factors which influence consumer choice, the perceptual map illustrates McDonald's and their QSR competitor brands placed in a spectrum of sustainability against the price range.

Price spectrum indicates the average cost of a meal in each restaurant while Sustainability spectrum based on the environmental movement of the business.

Cheap Cheap

Expensive

Unsustainable

SWOT Analysis Strengths

Weakness

• Largest Fast Food market share in the world

• Negative publicity (not a healthy food choice)

• 1.7 Million customers per day

• Methane emissions from cattle

• 980 Restaurants

• Most products contain plastic (straws, cups and lids)

• Economically friendly product pricing (cheap meal) • Wide audience reach

• High employee turnover (Low paying, only stay at the company for short periods)

• Cultural diversity with products specialised to the location/cultures

• Western Market decline

• Strong brand image

• Low Product diversity

Opportunity

Threats

• Introduce healthier options to meet health/fitness trends

• Health-conscious consumer trends

• Introduce eco-friendly practices into the company; packaging, reduce operational waste and restaurant water waste.

• Competitors: hungry jacks, KFC, Subway, red rooster

• Expansion to developing countries

• Menulog, Ubereats, Deliveroos

• Provide better service experience • Partnership with other brands • Improve the current loyalty program

• Healthy living and lifestyle trends

Target Audience McDonald’s current target Audience

Campaign target audience

McDonald's tends to target males and females who have an age bracket of 4-45. As the meals at McDonald's are significantly cheaper, consumers from low and middle income earning households tend to buy their products, such as newly married couples or young single people not living at home (Dudovskiy, 2016). Geographically, McDonald's is a massive franchise and operate on an international scale, meaning they can target these people in urban and rural areas across various countries. From a behavioural segment, consumers tend to buy McDonald's as it is very time-efficient, which tends to attract consumers that are working on the go and need quick meals.

In relation to the client brief, the target audience would be:

Millennials (Gen Y) Modern, environmentally conscious and pioneers for change who also love quick, inexpensive food. They have great early memories of Maccas, but they believe the restaurant is not up to date with sustainability needs. They want brands that they trust and authenticity in terms of "sustainability", "honesty", "locally", "responsibility" (Smart Insights, 2018).

Persona #1

Jordan

Name

Personality Introvert

Extrovert

Thinking

Feeling

24

Sensing

Intuition

Work

Judging

Perceiving

Relationship

Media Preference

Age

Cashier; Retail Single

Benefits Sought • • • •

Sustainability development in the world Become more proactive Work on growth mindset Getting along with inner-self and others

Frustrations • • • •

Getting cut off while driving Not taking the chance Inauthenticity Big organisations not doing enough for the community

Motivation Incentive

Traditional Ads (TV, Print etc.)

Fear

Online * Social Media

Growth

$58,635

Word of Mouth/Referral

Power

Location

Public Relations & Guerrilla Efforts

Social

Family

Lives with parents Income

Melbourne, Victoria

Persona #2

Lucy

Name

Personality

Benefits Sought • • • •

Introvert

Extrovert

Thinking

Feeling

25

Sensing

Intuition

Work

Judging

Perceiving

Relationship

Media Preference

Age

Bartender In a relationship

Clean, efficient and carbon neutral products and services.

Feeling better when purchasing, knowing she is not a negative impact on the world.

Having a positive impact on the future and generations to come. Setting an example Feeling apart of something bigger than themselves.

Frustrations • • • •

Big organisations not doing enough to make a difference.

Feeling like big companies only care about profits.

Not feeling apart of the growing movement for change.

The feeling of being letdown by other people and businesses.

Motivation Incentive

Traditional Ads (TV, Print etc.)

Fear

Online * Social Media

Growth

$21,600

Word of Mouth/Referral

Power

Location

Public Relations & Guerrilla Efforts

Social

Family

Lives with parents Income

Sydney, NSW

What media do the target market use?

As McDonald's age bracket is significant, we are likely going to have to cover multiple media platforms to maximise the number of people we reach. According to a media consumption survey by Deloitte, 67% of leading millennials (ages 29-34) use social media daily. Furthermore, it applies to 73% of trailing millennials (ages 14-28) (Deloitte Australia, 2018). Judging by these statistics, it is evident that social media is a leading media platform for a significant amount of McDonald's target market. To further develop this notion, McDonald's Facebook page has a total of 79 million likes, and their Instagram page has 140 thousand followers.

• Millennials tend to not trust 'traditional' media, with 84% of them not feeling an attachment with it (Chen, 2015). This campaign aims to target the 'generation Y' demographics, through the use of an open style of communication where these consumers feel like they can help support the brand and align with their values (Mehta, 2018).

• Millennial consumers visit social media platforms multiple times daily in search of food content (Chen, 2015).

• They get most of their news from either Twitter or Reddit and other social media (Patel, 2017).

• Some of the most popular social media sites used by current young adults are (Fogarty, 2018) Facebook, Instagram, YouTube, Twitch, Tumblr, Pinterest and Ello.

Daily social media usage

67% 73%

Leading millennials (ages 29-34) Trailing millennials (ages 14-28)

Most Popular social media sites

Consumer Trends Brands that claim and take action on sustainability among modern millennial consumers will likely create loyal customers and doing so will help grow market share and secure power-spending Gen Y-Z's (Nielson, 2015) Millennials feel they can connect more with people rather than logos (Schawbel, 2015). This audience is also quite interested in co-creating with brands with 42% engaged in creating future products (Schawbel, 2015). If they can be part of the systematic process within a company, that brand is more likely to succeed with Millennials. 75% believe that it is crucial for a brand to contribute back to society and not just worrying about 'making a profit' (Schawbel, 2015). They love it when a brand gives back to the community.

Similarly, research has found that this target group is also concerned with plastic pollution. 48% of consumers feel that they are doing enough to help the environment concerning sustainability (Planet Ark and HP, 2018). Australian consumers are relying on brands to make environmental and sustainable changes, with 79% wanting businesses to take responsibility and action on sustainability.

By 2030 the millennial generation will become around 54% of the population in Australia (Patterson, 2019) Our primary research into this area included a survey of 750 and their thoughts on the McDonald's brand and its sustainability efforts. Following outlines our findings,

Findings Are you Environmentally Conscious?

4.3%

Environment • Around 60% of them are environmentally conscious or friendly but wish they did/they would forget • Around 10% don’t care about the environment that much • 30% will always do what they can to help the environment

Recycling

25%

36.4%

• Around 50% always recycle • Another 40% would say that they often recycle • Last 10% either sometimes/rarely or never

34.3%

I try but it’s Hard I try but I forget Yes, Always I don’t care

Key Areas of Action Needed Respondents thoughts and opinion on areas of environmental change needed in McDonald’s business and restaurants are as follows.

1. The packaging is a top priority. There are multiple ideas that can be done relating to packaging.

2. Single-use plastics such as straws to be removed completely 3. Re-using containers 4. Recycling

5.9%

40.5%

16.8%

24.8%

Packaging Remove single use straws, lids, mats Reusable containers/BYO takeaway Recycling bins in store Other

Consumer Responses Customers also believed McDonald's Australia should put more investment into having more environmentally friendly products. This includes biodegradable packaging, cutlery and other single-use plastics, vegan burgers, sustainable sources and locally farmed meat and vegetables and options to use plates and reusable utensils.

Furthermore, other options included edible packaging, reusable cups. Consumers emphasised on removing plastic straws completely in favour of paper ones. However, some of these options are impossible within Macca's operations due to their convenience factor. Interviews with employees showed that having 'grab and go' type cups.

Have paper or metal straws and Environmentally friendly packaging

“Reusable Straws”

“Use the least amount of plastic possible”

“They should use less plastics, or give Rewards to people who use reusable things”

“I hate Plastic straws. Only recyclable or reusable packaging”

“Get rid of single use straws and plastics”

Findings

60%

of consumers are environmentally conscious but wish they did more

70%

Want to or already do go out of their way to be environmentally friendly

79%

Believe stores should have sustainable practices in place

95%

of our target audience cares about the environment

Key Insight

I want to be

sustainable but

I want it to be easy

Introducing

Keep Kit

by Macca’s

The Big Idea The Keep Kit by Macca’s is an innovative solution to the single-use plastic problem plaguing the QSR industry. The Keep Kit is a reusable cutlery set consisting of a spoon, knife, fork, chopsticks and straw (and straw cleaner) in a handy carry pouch. Each item will be branded with the Maccas logo. This product combines sustainability with convenience and can be used repeatedly. In Maccas stores, at home or when out and about to reduce the amount of waste individuals use. Although plastic cutlery and straws can still be available when requested by the customer, it would significantly reduce the amount of plastic McDonald's hands out as customers would be encouraged to use their own Kits. This would decrease Macca’s environmental footprint as well as allowing the customer to be proud of their sustainable choices.

Natural Bamboo cap

Shatter-resistant Glass bottle

Detachable for Coffee or tea

Protective Silicone sleeve

This product also allows Maccas to be leaders of sustainability in the QSR industry and outside stores as well. For example, chopsticks may have little use when customers choose to get their takeout from Maccas. However, it is beneficial if customers decide to get another takeout, such as Chinese. Although Maccas is often selected by a large portion of our target audience, according to our research survey, they do not choose the brand 100% of the time. Therefore this tool can be used wherever they go, reminding the customer of the convenience and environmentally friendly qualities of Maccas even as they have another meal. This would improve the 'Brand I love' and 'Brand I trust' scores of the restaurant and encourage customers to return to the store next time.

Our research found that 90% of our target audience is environmentally conscious.

Consumers expressed concern about how big business practices impact the environment. Their method of changing this is to choose brands that reflect their environmentally-friendly values and attempt to be sustainable wherever they can in their own lives, for example, choosing not to use plastic straws. Neilsen data found a similar thing in their research. When considering global consumers, they found that more than half of them are willing to pay more for sustainable brands (Nielsen, 2015). Carol Gstalder, senior vice president for Reputation & Public Relations Solutions at Nielsen, shares that taking steps to improve sustainability is vital for businesses to increase their brand trust with younger socially conscious consumers. She explains that the Nielsen findings show that being sustainable "gives competitors of all sizes the opportunity to build trust with the predominantly young, socially conscious consumer looking for products that align with their values" (Nielsen, 2015).

Spoon

How it works

Natural Bamboo Utensils

Collecting the Keep Kit

To build enthusiasm around the product, the Kit would be released as a collectable set. By breaking the Kit up into four pairs (Figure X), customers would be able to collect the Kit in parts every time they shop. A pair would be handed to the customer when they spend a minimum of $10 in-store or on the app. The average price of a large meal at Maccas is $12. Therefore a $10 minimum would encourage patrons to upsize their meals and spend more to receive a pair.

This is likely to boost sales over the campaign. Although the Keep Kit would be the primary collectable product, limited edition items including drink bottles and containers in different colours would also be available for collection. This would encourage customers to continue returning to the store even after they have collected their Kit. Bianchi found that "old, well-known goods can become new and appealing again by simply altering the [colours] of the goods" (Bianchi, 1997), which is a technique employed in this campaign. Although cutlery, drink bottles and containers are not a new concept, by applying popular colour stories and modernising them, customers may get excited at the 'new' product. The Keep Kit will also work to increase market share for Maccas as it will give customers the incentive to choose them over a competitor and will encourage them to return sooner than they usually would to continue collecting.

Chopsticks Fork

Straw

Cleaner Brush

Knife

Stainless steel Handle with nylon bristles.

Organic Cotton

Collecting in retail stores is not a new phenomenon. Researchers have looked into this technique and have found that collecting "has the potential for providing an immediate dopamine rush. After the immediate reward over, it's replaced by the longer-term satisfaction from adding to the collection" (Grimmer and Grimmer, 2018). Consumer Behaviour Theory has been applied to this strategy and explains why customers tend to get excited about collecting seemingly ordinary objects. Grimmer and Grimmer (2018) found that the framing of the purpose by the brand makes them unique for reasons such as, "symbolic value, mood-altering properties or instrumental importance". The Keep Kit is an example of the collectable being of "instrumental importance" as it is a tool they can use to improve their in-store experience and is useful in everyday life.

The campaign also draws on reinforcement theory. Customers are being rewarded with a product they are passionate about every time they shop with Maccas, which is a technique that the store has found success with before. The Coca Cola collectable glasses have been widely popular with Australians in multiple different campaigns over many years. Customers got excited to collect the whole set, encouraging them to return more frequently and pay more to get the glass they wanted. This is a similar concept, where customers can own a product that they will use and can be proud of by merely choosing Maccas. This solution targets a younger audience than the Coke glasses, with a product that the audience values.

This innovative solution will work to improve 'Brand I Love' and 'Brand I Trust' scores for McDonald's as it will be seen as the brand taking steps to drastically decrease the use of single-use plastics in stores and in the fast-food industry. This shows that McDonald's cares about the impact that the fast-food industry has on the environment and is wanting to take the effort to make a long term change for the good of the Earth. Younger customers choose more sustainable practices over convenience. Yet, Maccas has the opportunity to show them and the QSR industry that you do not need to sacrifice sustainability for convenience, and you can choose to be more sustainable every day.

Creative Execution We aimed to launch our campaign through a series of social media content utilising Facebook, Instagram and YouTube advertising spaces. According to Video Marketing Statistics 2016, 69% of online consumers stated they would preferably view a video than read a product explanation. Additionally, 77% of consumers report they have been convinced to buy a product or service by watching a video. Therefore, we wanted to introduce the 'Keep Kit' solution with a video that underlines the environmentally-conscious values that evoke specific emotional responses such as pride, joy and laughter to fuel passion and drives consumer behaviour. Furthermore, this method allows consumers to build a brand relationship while helping to grab attention quicker, aiming to leave a lasting impression. The sponsored video content is displayed in a playful tone to reflect the Mcdonald's branding style and personality. The narrative portrays a youthful character in a hero complex storyline that justifies the use of the product grabbing attention. The role is presented in the limelight to accommodate our target audience's aspiration to be seen, making a positive contribution to society. Furthermore, our creative messaging "attract the right kind of attention" illustrates that playfulness welcoming them to brag about their impactful decision. The overall feel for this video is intended to be light-hearted and cater to our target's youthful behaviour allowing them to relate to the situation.

Storyboard

#1 Int - Medium Shot Man Starts Eating His Salad Audio: Crunching Away

#2 Int - Medium Shot - Zooms In Woman Turns To Look Where The Sound Is Coming From Audio: Swipe Sound Effect

#3 Int - Medium Shot - Zooms In Man Turns To Look Where The Sound Is Coming From Audio: Swipe Sound Effect

#5 Int - Close Up - Zooms In Man Wips Out The Wooden Fork ; Halo Shines Around It Audio: Heavenly Angel Sound Effect

#6 Int - Graphic Content Title revealed "Attract The Right Kind Of Attention" Audio: Heavenly Angel Sound Effect Continue

#7 Int - Graphic Content Campaign logo revealed Audio: McDonald's I'm Loving it whistling tune

#4 Int - Long Shot To Medium Shot - Zooms Out Women Pops Up To See The Sound Man Turns Left And Right To Look Back At The People Audio: Swipe Sound Effect

Storyboard

The second verse of our social media advertising consists of playful animation video content. We developed this 15-second ad to focus purely on the 'Keep Kit' items itself.

The playfulness is continuing along with the use of catchy music throughout this series.

Out of Home Out-of-home media is the second media platform recommendation for this campaign to reach a broader target audience. According to Roymorgan 2019, 78% of Australians notice Outdoor Advertising each month. Moreover, Generation Z is the most likely to see outdoor advertising on the sides of buses/trams/trains while Millennials are the most likely to see outdoor advertising at petrol/service stations and shopping centres. Therefore, we strategies in placing these advertisements in high exposure locations aiming to create awareness and reach commuters along their daily journeys. Our OOH advertising covers freeway billboards, street furniture, DOOH and university billboards. For this platform, we wanted to utilise the static and digital forms of mediums. We wanted these advertisements to following through from the main campaign video to reflect a consistent and focus towards the individual 'Keep Kit' items. A close-up of the individual cutlery piece with a halo surrounding will illustrate a hero complex and the good it can provide that justifies the use of the product. This advertisement includes factual information about environmental issues such as plastic waste in Australia that ties the purpose for this eco-solution. Furthermore, to drive engagement, we provided a QR code that leads to the McDonald's Keep Kit Web page that shares the story behind these sustainable collectables. Consequently, this method influences the desire to a response from the target audience.

Web Page

The Keep Kit section of the website will be the location for consumers to learn about the product, and connect with the reason why it exists. For consumers, the story and motivation behind a company of product are as important as the item itself, when a business's intentions align with a consumer's values it creates a bond between the two (Harris & Mandi, 2018). Having this information readily available for the public is crucial to develop that bond. That is why all of our content will provide a link back to the webpage; weather it is scannable QR on OOH, swipe up on social media, or a click-through on the app.

App

The App will be used to reach an already accumulated 3 million users. Within the App there will be a promotional banner encouraging users to learn more about the 'Keep Kit', not only will they be able to gain an understanding of what the 'Keep Kit' is but also have it delivered through the use of the App. Once the consumer is eligible to collect the 'Keep Kit' the application sends a notification reminder allowing the user to revisit the My Macca's App.

Public Relation Public relation is our final form of strategy to present this campaign in news and story angles to produce earned media.

Few main benefits of utilising public relations as a strategy include helping to gain trust, establish valuable relationships and build brand awareness with lower costs. Pedestrian is a well-known publisher popular with youth that has 43% online traffic rating and 1.1m unique views. Pedestrian consists of a young audience aged 16 to 36 and has an average readership of 7 million per month.

Therefore, we wanted to leverage the Pedestrian's loyal readers with a sponsored article to maximise our reach. The partnership between Pedestrian Magazine and their audience makes messages more trusted and receptive.

#keepkit

Earned Media

By using a consistent hashtag, '#keepkit' across all forms of digital media. We aim to drive the conversation about the change Maccas is undergoing, while creating awareness of the Keep Kit itself. Not only will this cement the thoughts of people who have already engaged with the ads, making them more likely to complete a purchase. But also communicate with those who are outside the target audience to increase the number of potential customers.

Media Category

Social Media

Media Vehicle

Media Specs

impressions

No. of Insertions

Facebook

15” Bumper 6” story Sponroed post

422,000 Daily

3

instagram

15” Bumper 6” story Sponroed post

422,000 Daily

2

Youtube

6” Bumper Cost per view ($0.1-$0.3)

Estimated 500,000

3

1.34 Million Road/billboard Street Furniture

Out of home (OOH)

1 x Freeway billboard (MLB) 1 x Freeway billboard (SYD) 3 x Bus Stop Per City (VIC, NSW, QLD, WA)

Estimated 6.8 million per week

13

Retail (ROOH)

2 x Chadstone Shopping Centre (MLB) 2 x Westfield Shopping Centre (SYD) 2 x Pacific Fair (QLD)

11 million per week

6

University

3 x Billboard (Melbourne Campuses) 3 x Billboard (Sydney Campuses) 3 x Billboard (Queensland Campuses)

500,000 - 1 million per week

6

Digital Article

www.pedestrian.tv/bites/

Approcimately 7 million page views a month

7 Million

January

February

March

$384,000

18.5 Million Public Relations

2020

$525,000 1

$5,000 Total cost $914,000

Media plan Above is our media plan that runs for a total of three months and covers a total of three media types. These being social media, OOH and public relations. Firstly, our social media activity takes the form of three main types being Instagram, Facebook and YouTube. Facebook and Instagram follow the same specifications with a 15�

Bumper, 6� story and a sponsored post. The daily budget we have implemented into these two media vehicles is a total of $1000, this was seen to accumulate a total of 422,000 daily impressions to a targeted audience of our choice. Moving onto YouTube, we stayed consistent with our tactics and used a 6� bumper advertisement once again to play at the start of YouTube videos. The impression rate was estimated to be around 500,000.v Our second media type OOH, is amongst one of our most invested and highly active media types out of the three. Our OOH advertising covers freeway billboards, street furniture, DOOH and university billboards. Our freeway billboards are aimed to be placed in high exposure locations such as the CBD in Melbourne and Sydney, to gain as much awareness as possible. A similar approach has been used with our street furniture as we have placed 12 bus/tram billboards in CBD locations all around Australia in states such as VIC, NSW, QLD and WA. This once again is attempting to create as much brand recall and awareness as possible. Furthermore, our DOOH activity is implemented with retail billboards in Australia's most popular shopping centres. These include Chadstone shopping centre in Victoria, Westfield Sydney in Sydney and Pacific Fair in Queensland. We estimated a total of 11 million contact points in an average week. Moving onto our final OOH implementation, university campuses. This was chosen as our target audience is relatively young and we can assume they would be studying, giving us strong exposure to our intended audience. These billboards will be placed near by select university campuses around VIC, NSW and QLD. The third and final media type we aim to use is Public Relations in the form of a sponsored article through an online magazine explaining all the features of the campaign. The magazine of choice is Pedestrian magazine, who have a youthful audience of 16-36 year olds. This once again aligns closely to our target audience. Furthermore, they have 7 million average readers a month giving us large exposure on our messages.

The final part of the media plan was to establish a schedule for all our media types.We decided to run social media for the whole 3 months as it was one of the cheapest media platforms and it was also the most relevant to our target audience and provided the largest amount of impressions on a daily basis (422,000). Onto out of home advertising, this was decided to only run for two months as firstly it is quite costly to have billboard occupied for three months and secondly, we assume our target audience will already be somewhat familiar with the campaign from the social media activity that launched the month before. Finally, we decided to implement the sponsored article in the last month of the campaign, as Pedestrian do monthly issues and it seemed best suited to be in the final month of the campaign when most our awareness tactics have taken place through social media and out of home advertising.

Budget The budget for this campaign was divided into 4 main sections. Firstly, $525,000 was allocated to the most expensive media type being OOH. This covered all freeway, street furniture, DOOH and university billboard expenses. The other quarter of the budget catered for all social media advertising expenses including Instagram, Facebook and YouTube for three months. The remaining budget was allocated to a sponsored magazine post for approximately $5000 and any additional costs that may occur with a total of $86,000.

$1,000,000 PR $5,000 This figure covers a sponsored article in a online magazine (Pedestrian)

$86,000 Additional Costs if needed after evaluation

OUT OF HOME

SOCIAL MEDIA $384,000 This figure covers social media advertising across YouTube,Instagram and Facebook.

$525,000 This figure covers advertising across road, street, retail and campus billboards

TOTAL SPENT $914,000

Evaluation & Measurement The 809 collective will examine the success of the Keep Kit campaign through the following metrics. These will include web traffic on the My Maccas website, on the McDonald’s social media platforms, sales and market share.

The Keep Kit campaign will be measured through sales stats reflecting how many units are sold per store. Sales analysis will be conducted for pre and post campaign and evaluate any increase that may result from the success of the Keep Kit campaign.

Sentiment analysis will be used to measure consumer opinions and attitudes surrounding brands through social media and can provide insights that will help to determine whether McDonalds have been successful in increasing their “Brand I love” and “Brand I trust” brand scores as well as identifying whether they have regained market share from their competitors (Pang B 2008).

The Effectiveness of Ad Campaign will be measured through,

Sales Stats

Social Media Engagement

Website Traffic

Media Impressions, Brand Mentions

Conclusion Overall, convenience and environmental friendliness needs to become combined in order for McDonald’s to regain their Love and Trust from Australian consumers as well as regaining their market share that has been depleting. This target has been set to the deadline of June 2020. In order for this to happen, the target segment of those aged 18-30 who are technologically savvy, trendsetters and fast-food lovers needs to be addressed and a campaign has to be catered towards this audience. The Keep Kit successfully satisfies these targets by providing customers with a care free collectable cutlery pack that offers a sustainable experience without the hassle of paying extra as it is provided with every large meal or more. The Keep Kit contains environmentally friendly eating utensils which are made of organic bamboo and wrapped in an organic cotton packaging which includes items such as a fork, spoon, knife, etc. The Keep Kit product introduction will have an aligning advertisement campaign that will be spent on out-of-home ads, social media advertisements, public relations and additional costs, which brings the total cost to $914,000. The campaign will be run from January 2020 up until the end of March 2020 which has been strategically placed to meet the expectations of the targets. After the campaign an evaluation process will be conducted in order to examine the successfulness of the campaign and whether or not the goals have been met for McDonald’s. Thus, the Keep Kit is perfect for McDonald’s in order to set its eyes on the rising young and trendsetter market which are influenced by companies involvement in sustainability.

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