COMPETITORS
● ● ● ●
Most successful fast food chain Stands for quality & innovation Wide variety of advertisements Incredible influence over many personalities
● ● ● ●
Huge growth 2008-2012 Positioned as authentic Typically relies on print ads, billboards, radio and web ads Current users usually 18-24
CURRENT CONSUMERS ● ● ● ● ● ● ● ●
18-34 years old Single Earn $40-60K annually Live in a current address for less than a year Heavy Internet users Significantly influenced by OOH Media Strivers Generation C
GEOGRAPHICAL ANALYSIS 36.6%
34.1%
35.1%
17.2%
ESRI TAPESTRY ● ● ●
Dorms to Diplomas Up and Coming Families Aspiring Young Families
SEASONALITY & TIMING ● ● ● ●
Holiday season Winter months Locations near colleges & universities New restaurants
SURVEY
FOCUS GROUP SOCIAL MEDIA, BRANDING, PERSONAL
SOCIAL MEDIA ● Matching fast food brands with social media outlet BRANDING ● Matching fast food brands with adjectives PERSONAL ● Personal consumption behaviors
SOCIAL MEDIA Perception: Taco Bell has a large, effective social media presence that reaches the target audience.
T S A F
BRANDING CH
COO
EA
P
L
R A L U P O P GUI PLE LTY ASU RE
TARGET CONSUMER PERSONA
CONSUMER INSIGHTS SECONDARY RESEARCH
● Heavy Internet users who are greatly influenced by OOH Media PRIMARY RESEARCH
● “Late at night, I want something accessible, cheap, and close. At that point I don’t care about trying to stay healthy.”
MEDIA RECOMMENDATIONS Food truck prices range between: $50,000 - $200,000
Media Plan MEDIA VEHICLES ● Facebook ● Twitter ● Pinterest ● YouTube MEDIA STRATEGY ● Continuous ● Sep~Dec ● Jan~Apr