Franklin's RFP

Expansion to Kansas City, Missouri

Table of Contents Meet the Team

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Executive Summary 2 Campaign Scope 3 Situation Analysis 4 Product & Brand Variables 5 Target Market 6 Geographic Profile 7 Competitive Profile 8 Media Menu 9

Meet the Team

Born&Raised M E D I A Jenna Taylor Account Planner Tipsy Texan

Owned and operated in Austin, Texas, Born&Raised Media is a full service media agency founded in June 2015. Their senior staff is comprised of graduates from The Moody College of Communication at The University of Texas at Austin. Born&Raised strives to provide tender love and care to their clients at every stage of the campaign development process. The agency takes pride in the honest, hard work that they foster, along with the strong relationships they establish and maintain with their clients. Born&Raised’s goal is to create honest and unique objectives for each client and nurture those objectives from start to finish.

Meagan Meeks Sr. Account Executive Brisket sandwich

Jennifer Barrow Andrew Yeh

Quinlan Jones

Account Manager Ribs, turkey, slaw

Account Executive Brisket & potato

Creative Director Brisket & pecan pie

Caroline Cook

Kelly Engle

PR Executive

Senior Analyst Pulled Pork

Dessert!! (vegetarian)

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Executive Summary O

n March 4, 2016 Franklin’s Barbecue will be expanding into the BBQ capital of the nation, Kansas City, Missouri. Born&Raised Media’s objectives are to help launch the first ever store outside of Franklin Barbecue’s original Austin location, establish a customized media plan to achieve significant brand awareness and brand pass-along and to establish a loyal customer base. By capitalizing on Aaron Franklin’s unique cooking style and his notoriety amongst foodies and chefs, Franklin’s will cook up a name for themselves in Kansas City’s West Bottoms District.

Born&Raised is targeting professional men and women, ages 25 - 40, in and around the West Bottoms District who are active participants in the Kansas City social scene. Born&Raised’s target market is comprised of Kansas City residents who are BBQ connoisseurs, young and middle-aged professionals who enjoy treating themselves to a good meal in a social setting and who believe the best BBQ is worth the wait.

Based on the demographics of the 64102 zip code and its surround-

ing areas, which has a median age of 35 and a household average of 2-3 people, and given the various events held in the West Bottoms District, Franklin’s will flourish into a well known, must go to restaurant in Kansas City with the help of Born&Raised’s tailored media plan.

Franklin’s will make its presence known locally through a strategic print, social media and OOH campaign that will capitalize on Aaron Franklin’s award-winning style of cooking along with the vast amount of attention and recognition he has gained in the past few years. By maintaining the Texas image and Texas style of BBQ and effectively communicating the benefits of this personality and style, Franklin’s will stand out amongst other barbecue restaurants in Kansas City. Maximizing Franklin’s social media involvement while having a solid print media mix will also allow the new Kansas City location to achieve affluent, positive word of mouth much like its original location.

With a $75,000 budget allotted throughout an eleven month campaign period,

Born&Raised will accomplish the goals set by having a strong and consistent social media presence, advertising in multiple magazines and newspapers that directly reach Franklin’s target market, participating and sponsoring various local events the target market attends and by achieving brand pass-along through reliable sources and word of mouth amongst guests.

Combining the tastiness, quality and uniqueness of Franklin’s Barbecue with Born&Raised’s tailored and nurtured media plan, Kansas City residents will be lining up to get a taste of Franklin’s Barbecue and to have the Franklin’s experience that is so highly praised. Franklin’s is not like any other barbecue joint in Kansas City and Born&Raised is not like any other media agency. Together with a combined passion for that unique Texas style and the passion for the brand, Born&Raised will successfully help launch Franklin’s Kansas City location and consistently keep guests lining up outside the door. After all, everything is bigger in Texas!

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Campaign Scope Communicate Convey Born&Raised media will achieve 65% awareness from Franklin’s name, location and grand opening across the target in the set trade area. 1,500 likes on Facebook, 1,500 followers on Twitter and 15,000 website hits will be reached. Aaron Franklin will also attend a book signing at a Kansas City local, bookstore, Prospero’s.

Success Measurements By advertising in various magazines and newspapers that share the specified target market as their audience, having one to two appearances at the local Farmer’s Market where samples of Franklin’s BBQ sauces will be available, as well as flyers promoting the Grand Opening Born&Raised will achieve 65% awareness.

The number of interactions will measure success at the Farmer’s Market and at the book signing. The social media intern will be extremely active across all of Franklin’s social media accounts. All conversations and interactions will be measured through resources such as Social Mention and SpredFast.

Convince

During the campaign, Born&Raised will achieve a social media presence of 2,000 or more Facebook likes, 500 more Twitter followers each month and 2-3 hashtagged photos a week. Franklin’s will be featured on various Kansas City Food and BBQ blogs as a result of the Blogger’s Dinner. Franklin’s will participate in the World Series BBQ with many of the other noteworthy BBQ restaurants and chefs around the area to assure Aaron’s guests of his passion and talent.

Success Measurements Through Born&Raised’s aggressive and consistent print and social media efforts, creative OOH strategies and innovative promotional events, the agency plans to achieve an average of 275 visits on the weekdays, 550 visits on the weekdays, and an average check size of $49.50. The social media efforts will be measured through SpredFast, Social Mention, and by constantly checking Franklin’s Facebook, Instagram and Twitter for mentions, likes, tags and hashtags. Interactions and possible awards will measure results and success of the BBQ contest. Customers will be asked their zip code at checkout to help determine trade area.

Born&Raised plans to start off the campaign with intense print, social media and out of home efforts as well as kicking off with a successful grand opening, A regular and loyal customer base will be established as a result.. Advocacy, pass-along brand value via social media and other forms of support will be key. These efforts will be promoted by hosting an exclusive dinner for Kansas City residents and food bloggers. Engagement or sponsorship with a local event in West Bottoms known as Boulevardia, an affair in which a vast majority of the target market attends, will give the people of Kansas City a feel for Franklin’s personality and passion for his business.

Promotion of Franklin’s catering service through contests across social media platforms will be held.

Success Measurements Advocacy, brand pass-along, brand mention via social media and results of the Blogger dinner will be measured through Social Mention, SpredFast and by increases in Twitter followers and Facebook likes. The number of interactions will measure the success of Boulevardia and the number of participants will measure the success of the social media promotional contest.

With an established customer base, Franklin’s will start to generate brand pass-along value and gain advocates and promoters of the restaurant. With the promotional events and the help of Franklin’s loyal customer base, Franklin’s will begin to achieve an average of 250 visitors on weekdays and 500 visitors on the weekends with an average check size of $45, which will be measured by transactions.

Connect

After months of campaigning, Franklin’s has now communicated who they are and where their new Kansas City restaurant is located through consistent print and social media efforts. Born&Raised conveyed what Franklin’s is all about to the audiences in Kansas City through strategic and creative promotional and sponsored events. Born&Raised has also convinced their target market that the Franklin’s experience is worth the trip through brand passalong achieved by reliable advocates and of course, by serving INCREDIBLE Texas BBQ.

https://www.facebook.com/help/318171828273417/ http://nobullbbq.com

http://www.google.com/adwords/

http://www.socialmention.com

https://www.spredfast.com

http://www.simplymaps.com

http://www.americanroyal.com/events/world-series-of-barbecue®

http://boulevardia.com

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Situation Analysis I

n 2009, Aaron Franklin decided to transform his long time hobby and passion of barbecuing into what is now Franklin’s Barbecue. Through all of his hard work, dedication and tasty barbeque it is now one of the most well known restaurants in Austin,Texas, and attracts both locals and tourists. It has become so popular that lines form and wrap around city blocks, filled with people waiting to get just one taste. Along with Franklin’s success within the city, it has been recognized in multiple publications and has gained popularity across the nation. Over the years, Aaron Franklin has managed to create and sustain his brand’s image and has transitioned from a casual barbecuer to one of the most renowned chefs in his field of speciality.

After having achieved great success in San Francisco with an exclusive “pop up” event, Aaron Franklin made the decision to expand his Texas roots into the BBQ Capital of the World, Kansas City, Missouri. Kansas City is booming with professionals between the ages of 25 - 40 with an

Strengths

•Franklin’s unique Texas BBQ style will set us apart from competitors.

•Franklin Barbecue is well-known and has been written up in multiple magazines.

•Franklin Barbecue has a unique backstory.

•Customers have given Franklin’s very good reviews online.

•Barbecue is a highly favored dish in Kansas City, MO. •Aaron Franklin, the owner of the company, gives tutorials on YouTube and PBS that offer a personable feel to the brand.

Opportunities

•Franklin’s has a speciality sauce, although not common in Texas can capitalize on this in Kansas.

•The downtown location allows us to easily reach our target market.

•Franklin’s can make a pre-order/pickup option available •Franklin’s can develop a system for call ahead, as well as a pick up service.

•Franklin’s can serve a wider variety of side dishes.

•Franklin’s can partner with Kansas City breweries in order to serve beer with their barbecue.

average household size of 2-3 people. Upon evaluating the areas in and around the new location, Born&Raised decided that this is the strongest audience to target. Franklin’s will be located in West Bottoms Business District, the heart of downtown, which will allow the target audience to be easily reached.

In order to stand out in a city that is known for its barbecue, Franklin’s will have to foster a preference for Texas’s unique style of barbecue. Instilling this preference will be key in setting them apart from other competitors.

Although not so common in Texas, Franklin’s will want to capitalize on their barbecue sauce in the Kansas City location, as it differs from what is customary in this region.

Born&Raised will cultivate a positive brand relationship with Franklin’s barbecue and the desired target market.

With the multi-dimensional media mix and overall strategic media plan, Franklin’s will have room to flourish and makes its mark within the city.

Weakness •Franklin’s doesn’t use a heavy base sauce with their barbeque, which is the style for Kansas City barbecue.

•Barbeque in general is a pricey dish •There is only one location in the nation •The store closes when the meat sells out.

•There is not a wide variety of options for sides.

•The pre-order option requires a minimum of 5 pounds.

Threats •There are strong competitors in the surrounding area.

•Kansas City cooks their barbecue differently than Texas •Many of the well-known competitors offer lower prices.

•There is a natural cause of scarcity such as contamination of the cattle, pork or turkey disease.

•Infrastructure in the downtown area may lead to difficulty in arriving/parking at Franklin’s.

•Other competitors serve chicken, and Franklin’s does not.

https://franklinbarbecue.com/ http://www.texasmonthly.com/story/meat-and-men/page/0/1 http://sf.eater.com/2015/4/22/8470989/aaron-franklin-barbecue-pop-up-san-francisco-tickets-dates-bbq

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Product &Brand Variables F

ranklin Barbecue opened as a trailer off of Interstate 35. In a mere four years, Franklin’s has become a national powerhouse in the barbecue industry. Owner Aaron Franklin has been dubbed the King of Barbecue, famous for his legendary meat that inspires the daily line wrapped around the building each morning. The 5-6 hour wait has become a community tradition, similar in spirit of a Texan tailgate. The infamous line that generates also serves as a tourist attraction. Franklin provides lawn chairs for those waiting in line, while customers bring food and drinks to curb their cravings until lunch time.

Product

Famous for his meticulous smoking technique, the Franklin brisket has an average smoke time of 12-18 hours allowing for a profound and rich flavor. Unlike his competitors, Franklin buys a higher grade meat that is hormone and antibiotic free. Franklin’s expertise also extends to ribs, pulled pork, turkey, sausages and a variety of sandwiches. Customers can complete the experience with a side of slaw, potato salad or pinto beans, and finish off with lemon chess or key lime pie for dessert.

Price

Barbecue ranges from $17-$20 by the pound, with the brisket being the most expensive. Sandwiches can be purchased for $8-$10. All drinks are $2 dollars. Sides can be added for $2 dollars for a single, $4 for a pint $8 for a quart. All pies/desserts are priced at $4. For those who want to skip the line, pre-orders are also available.

However, orders need to placed a month ahead of time with a minimum order of 5 lbs.

Place The historic West Bottom district is known for its premier antique and vintage shopping and is home to multiple food trucks and restaurants. The industrial area is one of the oldest areas of the city. The authentic atmosphere of West Bottom is reminiscent of the working-class, eclectic vibe of Franklin’s East Austin location, making it the perfect match for the Kansas City expansion.

Aaron Franklin himself has become a celebrity in his own right. He’s known for his low-key, good natured personality and a friendly camaraderie with customers. The initial cult following of Franklin’s has transformed into widespread mainstream success, leading to a television show, a popular cookbook and the sale of a special sauce in HEB stores.

Franklin’s has been featured on Jimmy Kimmel Live, and President Barack Obama himself cut the line at Franklin’s during a visit to Austin for a Civil Rights Summit Speech.

Even with all of this success, Franklin’s stays true and takes pride in its Austin roots. It’s steadfast in its dedication to service, quality and consistency.

Promotion Franklin’s relies on its prominent media presence for promotion. Franklin’s has gained national recognition, appearing in dozens of major publications including Food and Wine, Southern Living, GQ and the New York Times. Texas Monthly ranks Franklin BBQ the #1 barbecue Texas, while Bon Appetit magazine declares Franklin’s the #1 in the USA. In May 2015, Aaron Franklin was awarded the James Beard award as the Best Chef in the Southwest, one of the most prestigious awards for restaurants in the country.

Owner Aaron Franklin hosts his own show on PBS, BBQ With Franklin, where he demonstrates his famous barbecue techniques. He has also published his own book, Franklin Barbecue: A Meat-Smoking Manifesto.

Franklin’s has a strong online presence. It has been featured in a wide variety of food blogs and online outlets. Franklin’s has a significant social media presence with 36K likes on Facebook and 35.8K followers on Twitter. It has a rating of 4.5 out of 5 stars on Yelp with reviewers praising the food and customer service declaring it is well worth the wait and exceeds the hype.

https://franklinbarbecue.com/press https://twitter.com/franklinbbq https://www.facebook.com/franklinbbq http://www.yelp.com/biz/franklin-barbecue-austin http://www.pbs.org/food/web-shows/bbq-with-franklin

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Target Market Primary Target: Professional Men and Women 25-40

Sarah, 30

Turkey Sandwich and a Mexican Coke

Julia, 29

Ribs, Pinto Beans and an iced tea

Sarah Boyer and Julia Hess have been roommates since August of 2014. The two girls share a twobedroom apartment near the West Bottoms District. Julia is currently working for Berstein-Rein and Sarah was just promoted at H&R Block. They both work long hours every Monday through Friday.

By the time they get off work at 5:00 pm on Friday, they are usually exhausted, but by Saturday they are always ready to go grab food and drinks with their close friends. The girls prefer a restaurant that is within close proximity to their apartment and offers a fun atmosphere. They also like a place that is BYOB because buying drinks at a restaurant can really add up over time. Sarah is now in charge of making reservations for business luncheons with her new promotion. She needs a place that is fitting for large groups when dining out and that offers pre-order for when they choose to eat at the office.

After conducting research, Born&Raised took notice of the large volume of companies and professionals located in Kansas City, Missouri. The average household size in the area is 2-3 people and the median age is 35. Born&Raised spent time at Franklin’s Austin location and found that the restaurant is a great place for companies to grab lunch in a group setting. It is also a place to kick back on the weekend with friends and family after a long week at work. Born&Raised sees how Franklin’s satisfies the needs of professional men and women ages 25-40 and has decided to focus on targeting this group.

http://kcmo.gov/planning/kcmo-overview http://academic.mintel.com.ezproxy.lib.utexas.edu/display/680536

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Geographic Profile Kansas City, Missouri is a burgeoning metropolis with activities and attractions for visitors of all ages. It is currently the 37th largest city by population in the United States and home to a number of companies, such as Hallmark Cards, DST, Russell Stover Candies, Kansas City Southern Railway, H&R Block, Boulevard Brewing, and American Century Investments.

Worldly yet down-home, Kansas City, Missouri, is full of surprises. The city is full of music, art, shopping, entertainment, attractions, great food and drinks but most importantly GREAT barbecue. Being the nation’s most centrally located big city, it is surrounded by farmland, which means plenty of fresh meat and produce. With nearly 90 places to eat barbecue, Kansas City prides themselves in the art of smoked meat.

The West Bottoms District is located in the most historical area of downtown Kansas City. It has become a popular place to live, work, play and visit, making it very important for Kansas City’s economy. Business is booming in West Bottoms and is projected to continue growing.

64102 is the zip code of the West Bottoms District.

The median age for Kansas City, Missouri is 35 and the average household size is between 2-3. The median household income in Kansas City, Missouri, was $41,877 according to the US Census Bureau’s 2012 American Community Survey.

Kansas City covers 319 square miles, making it the largest city in Missouri. Kansas City provides mass transit service that extends into seven counties and consists of 25 miles of bus rapid transit. 87.3% of Kansas City households have at least one vehicle.

Kansas City is a city full of culture and community located in the “Heart of America”, since it is very centrally located. The West Bottoms District is an ideal location for Franklin’s new location as the surrounding area provides lots of opportunities for possible loyal customers. Though the competition may be stiff, Born&Raised has faith that Franklin’s award winning barbecue can win over the hearts of many in the area.

http://www.westbottoms.com http://www.movoto.com/kansas-city-mo/move-to-kansas-city/ http://www.tripadvisor.com/Tourism-g44535-Kansas_City_Missouri-Vacations.html

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Competitive Profile 1. Primary: Fiorella’s Jack Stack- Freight House

2.0 miles away

2. Primary: Smokin’ Guns BBQ

4.3 miles away

3. Primary: Arthur Bryant’s

3.3 miles away

Owned and operated by the Fiorella family, Jack Stack- Freight House is one of Jack Stack’s five nationally recognized restaurants. This third generation barbecue restaurant is known for its nationwide barbecue shipping and catering service. Another notable characteristic of Jack Stack- Freight House is the long wait that is endured by customers, a characteristic shared by both Jack Stack’s and Franklin’s. Along with barbecue, Jack Stack’s offers a variety of non-barbecue options such as soups, salads and sandwiches. Jack Stack’s provides its customers with table service and a full bar. The restaurant is comprised of a maze of dining rooms decorated with old classic Americana themes. Located just six minutes away from Franklin’s new Kansas City location, Fiorella’s Jack Stack- Freight House is a primary competitor.

Located in the Historic City Market in downtown Kansas City, Smokin’ Guns is seven minutes away from Franklin’s new location. Phil and Linda Hopkins opened Smokin’ Guns in 2003 after years of competing in barbecue competitions, and winning a Grand Champion title in the Jack Daniels World Championship Invitational Barbecue Contest. The restaurant displays years of trophies, ribbons and pictures from their barbecue competition days, giving the feeling of a casual dive, but giving customers confidence in the high quality food. Just like Franklin’s, customers order at a counter and their food is brought to their table. Smokin’ Guns provides catering services, sells a variety of rubs, and sells their house BBQ sauce in store and online.

Arthur Bryant’s is one of the two barbecue restaurants in Kansas City that can trace its lineage directly back to the infamous father of Kansas City BBQ, Henry Perry. Since Charlie and Arthur Bryant took over Henry Perry’s business, Arthur Bryant’s has been apart of the culture of Kansas City, and has become a favorite of the locals. The freestanding brick building gives a 1960s feel as you walk inside. Arthur Bryant’s has a catering service and sells its sauces and rubs online as well as in store. Customers walk through a cafeteria style line to order their food before sitting down to enjoy their meal.

4. Secondary: Voltaire

171 ft. away

Voltaire is located directly next door to Franklin’s new location in West Bottoms Business District. It serves brunch on Sunday and dinner Wednesday through Saturday starting at 5:00pm. In a rustic-contemporary setting, the bistro-style meals that are served have an international touch. Voltaire also offers a selection of beer, cocktails, wine and desserts. It’s unique American fusion cuisine differentiates it from other competitors.

Due to the close proximity of Voltaire, it is a secondary competitor of Franklin’s.

5. Secondary: Genesse Royal Bistro

528 ft. away

Genesse’s is located on the same street as Franklin’s in West Bottoms Business District. It is an American bistro that serves breakfast, brunch and lunch Tuesday through Sunday starting at 8:00am. Sunday brunch attracts a vast number of locals, offering a variety of breakfast foods as well as cocktails and beers for a boozy brunch. The hip, bright American café has a roll up door made of windows that give an open and lively feel to the bistro. The authenticity and the short distance between Genesse and Franklin’s make Genesse a secondary competitor.

http://nobullbbq.com http://www.arthurbryantsbbq.com http://www.voltairekc.com http://www.genesseeroyale.com http://www.jackstackbbq.com http://nobullbbq.com

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Media Menu Broadcast

Online Social Media Out Of Home

Print

http://www.foodandwine.com/microsites/fwmediakit/downloads/fw-ratecard.pdf http://next.srds.com/home http://media.kansascity.com/static/adv/doc/INK_MediaKit_2011.pdf http://posting.pitch.com/kansascity/MediaKitDigital/Page http://www.feastmagazine.com/site/advertise/pdf_370fcb26-4634-11e2-9683-001a4bcf6878.html http://ediblekansascity.ediblefeast.com/about-us/advertise-us-3

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