Zaxby's Find Your Saucenality Campaign

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2018 MARKETING CAMPAIGN PROPOSAL Salt Agency


Salt brings outside creative energies to bolster & perfect brands. We tackle all enterprises with diversity, tenacity, innovation, and seasoned branding. Most of all, our agency adds flavor, pizzazz, and just the right amount of sass to any and every project put into our hands. We’re here to help you reach your optimum potential for success.

DASH Method

D

A

S

H

Discover Build campaigns on a foundation of research & understanding

Analyze Uncover key insights to anchor the campaign in hard data

Season Craft effective & memorable creative across all brand touchpoints

Hook Put the campaign into action, hook the target audience, and analyze results


Kailyn Sanders Teri-Teri Zax-Zax kailyn.sanders25@uga Account Executive

Lilly Nunnally Kicky Torchy Zesty lilnun94@gmail.com Brand Planning

Joseph Killeen Teri-Teri Zax-Zax drummer1034@yahoo.com Brand Planning

Kate Morgan Sweet Honey Punch vkatem1414@gmail.com Consumer Connections

Lucy Wellborn Sweet Honey Punch wellbornlucy@gmail.com Consumer Connections

Reilly Megee Hot Lickin’ Licious reilly.megee@gmail.com Creative Ideation & Execution

Ian Webb Kicky Torchy Zesty ian@ianwebb.com Creative Ideation & Execution

Hawk Young Hot Lickin’ Licious hawk3924@gmail.com Creative Ideation & Execution

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# F I N D Y O U R S AU C E NA L I T Y


TABLE OF CONTENTS 2

SALT AGENCY

6

EXECUTIVE SUMMARY

8

SITUATION ANALYSIS

26

MESSAGE STRATEGY

34

CREATIVE DIRECTION

42

CREATIVE EXECUTION

74

MEDIA

76

EVALUATION

78

FUTURE RECOMMENDATIONS

80

APPENDICES

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EXECUTIVE SUMMARY Born from the innovative minds of Tony Townley and Zach McLeroy, Zaxby’s is disrupting the fried chicken industry. Less than 30 years after it’s inception, the company has become a major player in the chicken industry and is on the way to becoming a nationally recognized brand. One step at a time, Zaxby’s looks to enrich the lives of consumers by creating memorable experiences, both in and outside of their restaurants.

Zaxby’s changed the way fried chicken is consumed in the Southeast.

The Challenge

Though Zaxby’s has broken barriers in an over-saturated industry, consumers continue struggling to define their brand voice. The company desires to understand their consumers on a personal level, yet that message has not been clearly communicated to their targets. Despite the brand’s presence in the communities in which they operate, consumers report not noticing their involvement. Thus, Zaxby’s needs to define their niche, or what sets them apart from their competition. As a relatively new company, they must find their place in the market in order to continue expanding the company across the nation.

Zaxby’s must create and personalize a foothold in their market.

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The Solution

Over a year-long campaign, Salt plans to help Zaxby’s identify their “Z-Factor” among two of their core consumer groups, young families and young professionals. Through research, we have determined that both of these target groups feel that Zaxby’s is distinguished by their sauce offerings. On the other hand, because consumers view sauce as an integral part of their meal, they highly dislike the fact that extra sauce costs an additional fee. This campaign will focus on capitalizing on the general love for sauce and increasing awareness of Zaxby’s local presence by appealing to what makes each Zaxby’s customer unique, allowing them to truly invest in part of the Zaxby’s brand.

The Opportunity

Salt has created eight “saucenalities” that represent the different personalities of the consumers that Zaxby’s targets. Consumers can then take a quirky quiz, which will be pushed on social media, featured on a branded app, and promoted in-store, telling them which of these saucenalities corresponds to their own personal traits. These saucenalities each link to two of Zaxby’s sauces, encouraging participants to try new flavors that match their personalities. This, coupled with IMC tactics such as outdoor advertising, print advertising and sponsorships, will create a lasting impression in the minds of consumers and help develop a distinctive brand voice for Zaxby’s. Additionally, Salt plans to optimize Zaxby’s existing social media accounts and other owned media, such as their website. We’d like to increase engagement on all platforms by creating content that encourages audiences to participate in branded conversations. Like Zaxby’s, our target consumers appreciate the world of sports. In an attempt to capitalize on this insight, Salt has incorporated sports sponsorships and tailgate tours into this campaign. The “Find Your Saucenality” campaign incorporates all aspects of marketing to create multiple, in-depth consumer experiences. Because of its integrated nature, the yearlong campaign will reach consumers at a multitude of touchpoints that engage targets and create a loyal Zaxby’s fanbase.

The campaign creates in-depth consumer experiences.

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S

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1990

1st Location in Statesboro, GA

1st Location Outside of GA

Celebrity Advertisements

Coca-Cola Freestyle Machines

1994

2007

2013

ZAX HISTORY

2017

“Friends. Family. Flavor.”

Zaxby’s was founded back in 1990 by two friends: Zach McLeroy and Tony Townley. Hatching this idea in Statesboro, Georgia as friends on the basketball court, they wanted a chicken place with attitude and personality. They decided to model their endeavor after former Athens, Georgia chicken restaurant, Guthrie’s. Even their sauce was Guthrie’s-inspired! In the beginning, Zaxby’s was opening the majority of their locations in Georgia. The first location opened outside of Georgia was in Bowling Green, Kentucky. Now, Zaxby’s operates over 650 stores in 15 different states, reaching as far as Texas and Utah. Zaxby’s also racks in the awards. Consumers ranked them as the most craveable fast dining experience in America in 2013 and 2014, according to Technomic’s Consumer brand program. According to QSR magazine, Zaxby’s was ranked as one of the top twelve best franchise deals in 2013. Zaxby’s currently works with Advertising & PR Agency, St. John & Partners and the digital agency Iris.

“Every company has one. Not every company means it. We do. Consistently create encore experiences that enrich lives, one person at a time.” Zaxby’s is committed to their guests, developing in-house talent, operational excellence, and continuous improvement.

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PRODUCT EVALUATION

Product

Zaxby’s offers prepared-to-order chicken fingers, wings, salads, sandwiches and more as alternatives to typical fast food options. Zaxby’s most popular menu items include their chicken finger plates, Wings and Things meals, the Big Zax Snak® and the wings meal. Zaxby’s prides themselves on their variety of nine flavorfilled tossing sauces including mild sauces, such as Wimpy, and extremely hot ones, like Nuclear and Insane.

Price

When compared to its direct competition, Zaxby’s has some of the highest prices in the fast-chicken industry. For example, the cost for a Chicken Finger Sandwich Meal at Zaxby’s is $5.99 which is an average of $0.26 higher than the cost of similar competitor offerings. Zaxby’s lowest priced regular sized entree is a Gameday Fillet Sandwich priced at $3.49. The Cobb Zalad is one of the the highest priced entrees priced at $7.29.

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Distribution

The company operates more than 800 locations in 18 states, including Alabama, Arkansas, Florida, Georgia, Indiana, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Texas, Utah and Virginia.

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Endorsements

Sponsorships

Ryan Stiles, Dorris Roberts, Brad Paisley, Terry Bradshaw

College Sports & Make-A-Wish

Zaxby’s has a long history of pairing up with quirky, southern celebrities to promote their mission of delivering fresh, tasty chicken to all. Over the years, they have had a celebrity lineup that includes Dorris Roberts, Brad Paisley, Terry Bradshaw, Ryan Stiles, and John Reep.

In 2013, Zaxby’s began it’s run as “Official Chicken of College Sports”. The brand was able to gain collective intellectual property rights at 25 Division I colleges through a two-year deal with their football and basketball teams. They’ve also teamed up with Make-A-Wish Foundation.


Campaigns

Indescribably Good

Tailgate Experience

Friends. Family. Flavor.

Each consumer has a history with Zaxby’s, whether it be through their favorite foods, college memories, or times with friends and family. With fans like that, you don’t create a brand story, you create a platform that allows those fans to share and experience what they already know. This campaign filmed hundreds of people, capturing their love of Zaxby’s and their passion for food, friends, sports, music and more. It also filmed five southern celebrities, like Melinda Doolittle and Evander Holyfield, enjoying the food.

“Sometimes you just gotta paint a chicken.” Zaxby’s redesigned a handful of flagship stores and wanted people to come check them out. Instead of waiting for consumers to come to the new stores, Zaxby’s brought the newly designed stores to the consumers. They built a giant, mobile replica of the new stores, filled it with a Virtual Reality experience that allowed people to paint their chicken mascot with delicious Zaxby’s sauce, and carried the experience to 13 major college football events on 13 college football campuses.

Zaxby’s has recently released a new campaign featuring the tagline, “Friends. Family. Flavor.” The television spots showcase a wide variety of Zaxby’s customers, emphasizing the idea that Zaxby’s can be enjoyed by all.

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INDUSTRY TRENDS Mom & Pop Love

American quick service dining is suddenly suffering as Mom and Pop restaurants become more and more popular. This year, U.S. fast-casual sales growth will slow to between 6 percent and 7 percent from about 8 percent in 2016, according to industry consultant Pentallect Inc. In each of the prior five years, sales had grown between 10 percent and 11 percent.

What’s “Fast Casual?”

Fast casual, counter service restaurants were very popular in the 1990s when restaurants like Boston Market and Fazoli’s were frequented. These restaurants gave diners the appearance that they were a step above restaurants like Arby’s and Mcdonald’s. The fast casual dining nation is still in full force and growing, and it’s changing how many Americans eat. There are many examples of fast casual dining, like Panera Bread, Shake Shack, and Chipotle, and their rise in popularity was, in part, due to the healthy eating habits and fast-paced lives of millennials. FAST-PACED LIVES: Families on multiple incomes have less time to eat at home - now more than ever. The fast casual dining experience gives these families more options as far as dining. HEALTHY EATING: Millennials are passionate about eating healthy. They eat much differently than their parents did, eating out more often and maintaining a different outlook on what “healthy” means. They’re also somewhat embarrassed to eat fast-food, as fast casual is the prefered option for most.

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CONSUMER CONSUMER TRENDS HOW ARE NEEDS & WANTS CHANGING?

Personalization is Key

The Zaxby’s audience cares about their personal brands. To make sure Zaxby’s is allowing customers to feel like they are about to express themselves, our brand must use accurate targeting.

Tech-Savvy

Most consumers have smartphones and are continually using them starting from a young age. To make sure we are reaching audiences where they are living, we will use both traditional and digital channel selection.

Digitally Connected

Social networking websites are booming. Posting personal information on social networks has created a nationwide epidemic that Zaxby’s target markets love. Posting on multiple platforms will allow for a consistent audience experience across all platforms.

Eco-Friendly

Consumers are now moving away from suburban living and moving to more urban environments. The rise in gas prices and the “Going Green” trend have necessitated that people be able to walk where they want to go. Trendy, city living is an eco-friendly, “cool” way to live.

CATEGORY TRENDS WHAT’S HAPPENING WITH CHICKEN QSR?

Tailgate & Event Catering

Family-Style

Breakfast

Allergy-Friendly

Zaxby’s, Bojangles’, Chickfil-A, Cane’s, KFC

KFC

Bojangles’, Chick-fil-A

Chick-fil-A

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DIRECT COMPETITORS Zaxby’s is in most direct competition with other fast-food restaurants in the chicken QSR, including Chick-fil-A, KFC, Cane’s, Bojangles’, and Popeye’s. Zaxby’s biggest competitive advantage is their wide menu variety and customizability, including their vast array of sauce choices.

Company

Slogan

Audience

Distribution

Known For...

Chick-fil-A

“Eat Mor Chikin”

Families, “raving fans,” millennial moms

2,000+ Locations

Healthy & family-friendly options, chicken, southern hospitality

Cane’s

“One Love”

College students

340 Locations in 23 States

A few things done well

KFC

“Finger Lickin’ Good”

Children, teens, young adults, families, budget customers

20,500 Locations in 125+ Countries

Family-style chicken budgets, variety of sides

Bojangles’

“It’s Bo Time”

Southeastern lowermiddle class

760 Locations in 12 States

Breakfast, biscuits

“Love that Chicken from Popeye’s”

25-49 year olds, lowermiddle class, African American & Hispanic males

2600+ Locations

Fast Louisiana chicken

Popeye’s

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Chick-fil-A strives to be about more than just selling chicken by being a part of customers’ lives and the communities. It’s this connection to community that Zaxby’s can compete with and capitalize on. Their personality exudes Southern hospitality and kindness, and Zaxby’s can best compete by carving out their own unique personality apart from this. Chickfil-A focuses on healthy and inclusive alternatives (with low-calorie salads and gluten-free buns), while Zaxby’s menu emphasizes variety and heartiness. While only slightly cheaper than Zaxby’s, they are seen as the cheaper alternative due to the small difference in price and free sauces. While they claim their main audience as being families, “raving fans” (like those that dress up for Cow Appreciation Day), and millennial moms, Zaxby’s has a wider and more diverse audience. Zaxby’s can compete by speaking more personally and directly to their audiences.

Raising Cane’s emphasizes “good chicken, fast.” They have a small menu with the idea that it’s better to do a few things well than a lot of things mediocrely. This is where Zaxby’s can compete: they offer variety done well. Cane’s also makes it a goal to be involved with local communities, and local Cane’s and Zaxby’s sponsorships are often seen side-by-side. Zaxby’s can overcome this by connecting with their consumers on more than just a sponsorship level; Zaxby’s gets who you are and, more importantly, how you like to customize your chicken.

KFC focuses on doing chicken the hard way - not the fast way. They promote family dining versus individual meals, an area where Zaxby’s excels, and has recently been surpassed in sales by Chick-fil-A. KFC has undergone a dramatic rebrand and change in advertising voice, making a huge splash in the millennial market. Zaxby’s can compete by developing its own distinct voice and adapting to millennial humor. KFC also has a large international following, although their reputation does not exude “authentic” fried chicken - something that Zaxby’s does, and does well.

Bojangles’ touts a Cajun influence and a knack for community involvement. The food is more traditionally southern, serving more biscuits than fries, but Zaxby’s can compete with their wider array of flavors and well-seasoned fries. Where Bojangles’ is known for their breakfast, they’re suffering with the popularity of McDonald’s breakfast menu. Zaxby’s can own the late-night chicken market instead.

Popeye’s has their eye on expansion - just like Zaxby’s. They have a Louisiana flavor, differentiating themselves from others in the QSR, but Zaxby’s is no stranger to a variety of flavor. Zaxby’s can capitalize on this, catering to many palettes instead of one. They partner with both national and international charities, while Zaxby’s has a deeper connection to community through more local partnerships. The restaurant also has an iconic and relatable spokesperson, leaving room for Zaxby’s to claim their own distinctive brand voice.

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INDIRECT COMPETITORS As many chicken QSR consumers value convenience and speed, Zaxby’s faces indirect competitors in other fastfood restaurants such as McDonald’s, Subway, Wendy’s, and Burger King. These chains specialize in things other than fried chicken, including burgers, fries, chicken nuggets, and sandwiches. All of the above chains surpass Zaxby’s in popularity in the US but none do fried chicken as well as Zaxby’s or their direct competitors. McDonald’s however, is attempting to break into the fried chicken market. As Zaxby’s explores the late-night crowd, McDonald’s, Wendy’s, and Burger King (as well as more distant competitors like Taco Bell) are much more experienced in catering to weary travelers, late-night workers, and partiers alike. A chain like Subway has more experience in healthy alternatives, and many are successful in the breakfast market. Zaxby’s can compete with these restaurants by carving out a unique brand voice, emphasizing menu variety and flavor customizability, and southern flavor, as well as learning how to dominate the late-night crowd.

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CURRENT CONSUMER ANALYSIS

College Students

Everyday Hard Workers

Young Families

Young Professionals

Students are dedicated to being healthy. They look at the the ingredients in their food, like trying new healthy foods, and are constantly trying new diets. They are smartphone users and couponers. They read American Rifle, Harper’s Bazaar, ET, JET, and National History. They’re also very interested in College Football, College Baseball, and the NBA. They drink Kirin and Pacifico Clara.

They generally have multiple children, and advertisements heavily influence their purchasing decisions. They’re most likely in a car between 12-1 pm, and they love using sauces. This group enjoys reading magazines in their free time and watches channels like USA Network, Adult Swim, National Geographic, Nickelodeon, OWN, Teen Nick, and TruTV. They also read magazines like Family Circle, The Family Handy Man, Seventeen Magazine, TV Guide, and Weightwatchers. They don’t have debit cards, savings accounts, or have smart phones.

For Americans age 25-34, the mean salary is $758 per week, $39,416 per year. The average salary of 35-to-44year olds is $950 per week, $49,400 per year. They are interested in keeping up with technology and social media They enjoy watching kids’ shows with their children They agree that advertising helps them choose products to buy for my children.

The average salary of 20-24 year olds is $528 per week, $27,456 per year. For those age 25-34, the mean salary is $758 per week, $39,416 per year. They listen to: teen pop, hip-hop, rap. They are interested in keeping up with technology and social media. Regular movie theatre goings are a must, and there’s a strong correlation of eating at fast food restaurants with co-workers or friends for lunch. They watch these TV shows: Wipeout, New Girl, Bob’s Burgers, college football, NFL, and golf. The most young adults between the ages of 22-24 per capita live in the South.

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PRIMARY RESEARCH OBJECTIVES From Zaxby’s inception in 1990, Zaxby’s has targeted families and the average chicken lover to come into their restaurants and try their flavorful fried foods. When it comes to their marketing, Zaxby’s has shifted around and targeted various groups at various times, but it all comes back to the basics: the chicken, the fries, and the sauce. But what is the brand’s voice? What do the consumers know about Zaxby’s? In order to form a relationship with our consumers, in-depth primary, and secondary research methods were deployed to gain insight into the minds of the average Zaxby’s consumer.

KEY GOALS

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1

To gain insights into what sets Zaxby’s apart. (What’s the “Z Factor”?)

2

To determine the motives behind consumers’ chicken decision process.

3

To identify the overall consumer perception of Zaxby’s and their brand personality.


METHODOLOGIES Primary Research Survey, In-Depth Interviews, Observation, Social Media Analysis SURVEY: The survey aimed to discover what set Zaxby’s apart, as well as consumer behavioral habits and consumer perception of Zaxby’s and its competitors. The survey was distributed via social media, peer groups, and Athens-area family groups. It received 496 responses. A copy of the survey can be found in Appendix F. IN-DEPTH INTERVIEWS: Customers, employees, and the self-proclaimed Biggest-Zaxby’s-Fan were interviewed. These interviews aimed to get in the mind of Zaxby’s consumers and team members. Questions revolved around company culture, customer habits, personal opinion, staff-customer interactions, and Zax sauce. Interviewees were located by reaching out to employees, sourcing peer groups, and locating everyday Zaxby’s customers. A complete list of questions can be found in Appendix F. OBSERVATION: Several Athens-area Zaxby’s locations were observed at various times of day in an effort to investigate the opinions of customers and find out what makes them want to come back to Zaxby’s. Points of observation included staff interactions, customer order habits and in-store behaviors, composition of groups, customer mood, dining experience, and the difference in dynamics at the downtown Athens locations compared to others. Each location was observed for 30-60 minutes at a time. An observation guide can be found in Appendix F. SOCIAL MEDIA ANALYSIS: Finally, Crimson Hexagon was used to analyze social media posts and sentiments about Zaxby’s. Crimson Hexagon is a buzz monitor that uses keywords to search relative content on social media sites and blogs to visualize the conversations about the certain companies. Research also included what social media sources were the most popular in terms of Zaxby’s conversation and a Spike Analysis, which analyzes spikes in conversation across all media sources. A further description of technology used can be found in Appendix F. Secondary Research Secondary research analyzed Zaxby’s and their consumers, competitors, and industry. The research covered everything from history, market, store environment, and products to goals and tactical strategies for both Zaxby’s and its competitors. The research dove into consumer behavior, demographics, and lifestyle, as well as consumer trends within the industry. Sources to uncover this information included Simmons market research, reputable business and news publications, and Zaxby’s website and social media platforms, as well as the websites and social media of competitors. A complete list of sources can be found in Appendix G.

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FINDINGS

32% Follow 5+ Brands on Social Media

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+

80% Ranked Chick-fil-A as their 1st choice

+

75% Think Zaxby’s has 1-5 sauces

+

0.3% Noticed Zaxby’s Community Involvement

Lovin’ Social Why do you follow brands on social media - and how many?

Chick-fil-A Competition Rank your favorite fast-food chicken restaurants.

Sauce Uncertainty How many sauces do you think Zaxby’s offers?

Community Involvement What’re your most & least favorite things about Zaxby’s?

When asked about following brands on social media consumers stated: they follow brands for entertainment and informational purposes and that they either follow many brands on a varying number of platforms or don’t follow many at all.

An overwhelming amount of consumers (300+) selected Chick-Fil-A as their number one choice. Zaxby’s followed as the second most prefered option with ~30 consumers choosing it as their number one choice. Consumers noted that they prefered Chick-Fil-A because of their food quality and superior customer service.

When asked about Zaxby’s sauces, the majority of consumers noted the following things: they have only tried three of Zaxby’s sauces (Zax Sauce, Ranch and Honey Mustard). They would be open to trying new sauces from Zaxby’s. They highly dislike paying for sauces at Zaxby’s, and sauces were Zaxby’s differentiating factor.

Sauces, convenience, and menu variety stood out as the best factors of the establishment. Community involvement, however, was lacking and has thus been identified as the least favorite thing and an area for growth.


INSIGHTS

$ Consumers can’t determine a discernable brand voice.

Sauce is the “z-factor” and what distinguishes Zaxby’s from its competitors, but consumers hate paying extra for additional sauces.

Despite Zaxby’s efforts to be involved in the community, not many people reported noticing their presence.

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or” “savi

ip” orsh

“w

“lo ve”

BUSINESS RECOMMENDATIONS The sentiments about Zaxby’s sauces on social media are at two extremes. At one end, consumers rave about the amazing flavors of the sauces, bordering on obsession. Consumers commonly use words like “worship,” “love,” and “savior.” However, at the other end, consumers are angry at the fact that extra sauces cost money, using words like “extra” and “charge” in greater amounts than the aforementioned positive words. In fact, negative sentiments about sauce completely equal positive sentiments for this very reason, and the extra charge associated with Zaxby’s sauces dominate the conversation. In order to turn the tide, it would be advantageous to remove the charge for extra sauces, allowing customers to better enjoy Zaxby’s sauces and more freely try new flavors. This decrease in negative sentiments surrounding sauce on social media and inevitable celebration of greater access to sauces will be more beneficial than the profits gained by charging for sauce.

Positive 27%

Negative 27%

Neutral 46%

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SWOT ANALYSIS Strengths

Weaknesses

Opportunities

Strong following & very loyal customers who identify with the brand

Strong vibe of southern charm - but no defined voice within this realm.

Ability to capitalize on sauce popularity by eliminating additional cost

Other fast-food restaurants are well known for their signature sauce

In the top five fast food restaurants that specialize in chicken

Sauce costs extra

Emphasize food personalization through extensive sauce options

Competitors’ national presence

Locations give Zaxby’s customers the feel of a sit down restaurant, with the speed of a fast food restaurant - allows customers to own a piece of Zaxby’s as home

Limited awareness of the variety of sauces and dips that Zaxby’s provides. Low market share compared to its competitors.

Expansion outside of the Southeast Many Zaxby’s franchise locations have their own established Twitter accounts, which can easily promote promotions and events, connecting with the local community

Threats

Diet trends interfering with fast food business Natural disasters and/or diseases can be detrimental to poultry farms and can cause price increases for chicken

Addition of limited time offers or personalized discounts bring in new customers

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MARKETING & COMMUNICATION DIRECTION


MARKETING OBJECTIVES OBJECTIVE

STRATEGY

RATIONALE

To increase unit sales on Zaxby’s menu items by 5% during a 12 month campaign beginning January 1, 2018 and ending on December 31, 2018.

Promote Zaxby’s variety of sauce selections to enhance consumer perception, encourage more frequent in-store visits from existing customers, and reach lower-usage consumers through innovative and creative messaging.

Chicken fingers, fries, and Zax Sauce are top-of-mind for consumers who have knowledge of Zaxby’s, but there is limited awareness for the availability of 14 different Zaxby’s sauces. By increasing awareness of and building a passion for sauce, as well as the excitement for personalization, our campaign will generate enthusiasm, increased visits, and a higher preference on consumers’ evoked sets.

INCREASE unit sales of menu items

THROUGH...

INCREASING awareness of & preference for options

USING...

INNOVATIVE tactics

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COMMUNICATION OBJECTIVES OBJECTIVE

STRATEGY

RATIONALE

To develop a notable brand image that excites and engages 60% of our multi-tiered target during a 12 month campaign beginning January 1, 2018 and ending on December 31, 2018.

Define Zaxby’s brand voice and generate interest in trying Zaxby’s variety of sauce options (5 dipping and 9 tossing) by breaking the campaign into phases to guide consumers through the process, beginning with awareness and ending in loyalty. This will be done while emphasizing the variety of sauces offered and utilizing a mix of promotional tactics.

Previously in the late 1990s and early 2000s, Zaxby’s heavily emphasized their expansive variety of sauces. Zaxby’s indescribably good brand personality gives consumers good food, good moods, and allows their guests to exert their own personality through their favourite sauces. Competitors in the chicken QSR offer a smaller opportunity for customer personalization of the food.

INCREASE consumer excitement & engagement

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THROUGH...

DEFINING brand voice & GENERATING interest in sauces

USING...

CONSUMERLED tactics


KEY DRIVERS OF CONSUMER BEHAVIOR HOW TO GET CURRENT CONSUMERS TO VISIT MORE & OWN A PIECE OF THE BRAND Time Savers Social Media

Online Shopping

Convenience

Kid Entertainment

Young Families

With children around preschool age, consumers in this demographic are often under the age of 35 and live childcentric lives. Parents in the young family unit typically live busy lives and rely on social media and online reviews to quickly provide them with products that will fulfill the needs in their lives. Because they are active users of digital media, consumers in this demographic use the web to purchase products for the family and find family-friendly activities in their area. Parents also use the web to entertain their children with music, games, quizzes and videos.

Time Savers Social Media

Sports

Convenience

App Users

Young Professionals

Though consumers in this demographic are often childless, they live extremely busy lives that are often structured around work. Because of this, they are always looking for ways to save time in their daily routine like ordering from restaurants via an app to avoid waiting in line. Mostly under the age of 35, young professionals are educated, working consumers of digital media. These consumers are likely to receive promotions from their favorite restaurants and stores via text and email which often lead to purchase. In their free time, young professionals indulge in the world of sports and often frequent bars, fast-food restaurants and concerts.

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TARGET PROFILES 30

Meet Justin

Meet Rachel

Meet Veronica

Meet Sam

Young Families

Young Families

Young Professionals

Young Professionals

He is a family man who works long days and also coaches his son’s baseball team. He commutes to work in his family-friendly Honda Civic and listens to 80s rock to pump himself up in the mornings. In his downtime, Justin watches sporting events and The Walking Dead, and spends time with his wife and two kids. On nights when he or his wife can’t cook dinner, they like to dine at fast casual restaurants to fit their busy schedules.

She is a single mother to her daughter, Anna. While Anna is at school, Rachel works as an account executive at a small advertising agency. Once off from work, she picks up Anna and takes all of her friends home, too designated carpool mom. When Rachel finally gets a moment to relax, she loves to watch Grey’s Anatomy, The Bachelor, and kids’ shows with her daughter. She watches her budget, and on nights when Anna wants to eat out, Rachel likes to go to restaurants where the food is fresh and quick.

She is currently working as the assistant for a fashion designer in New York City. Veronica works 60 hour weeks, but she loves it because she is being exposed to a lot of influential industry connections. She loves to post on Instagram, and uses Snapchat as a primary source of communication between her and her friends. She also loves to shop online for the latest trendy clothing. She frequents the subway to work, and during her short lunch breaks, she likes to find efficient places that offer healthy eating options.

He started working for a finance company right after college. He works over 50 hours each week because he’s trying to land a big promotion. When he’s getting ready for work in the morning, he checks the news and listens to chill indie music to relax him before his stressful day ahead. Sam uses social media when he gets a chance. On weekends, he prefers to go on trips with friends, but sometimes has to work. During lunch, he likes to go to quick establishments that also offer a multitude of menu options.


BRAND FACTS: Founded in 1990 Large Menu Variety Unique Atmosphere Fried Chicken

HOW DOES IT MAKE YOU LOOK? Value Quality Appreciate Options Fun

PERSONALITY: Quirky Southern Saucy Fun

HOW DOES IT MAKE YOU FEEL? Satisfied Nostalgic Fun

ATTRIBUTES: Good Quality Fun Atmosphere Family Friendly Convenient

BRAND ESSENCE “Zaxby’s fulfills my cravings and brings me closer to my friends, family, and community through flavor.”

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CREATIVE BRIEF

Key Fact

Although consumers can identify that select offerings, such as sauces, slightly differentiate Zaxby’s from its competitors, they cannot identify a cohesive brand voice or personality for the QSR.

Problem

Consumers don’t naturally associate Zaxby’s with specific values, brand culture, or tone. To them, Zaxby’s offers good food, but that’s where its memorability ends.

Communication Objective

Target Audiences Young families seek convenience and casual restaurant atmospheres. When they eat out, not only the menu needs to be kid friendly, but also the restaurant. That is why the fastcasual dining experience is perfect for a young family seeking an inexpensive meal and quality family time.

Young professionals are consumed by work and their social life. Though they may have disposable incomes, they are very smart with their money. They are looking for meals that give them more bang for their buck, as well as places to either meet up with friends or coworkers, or to simply grab a quick bite to take with them.

To develop a notable brand image that excites and engages 60% of our multi-tiered target by the end of December 2018.

Consumer Insight

Despite busy schedules, budget, and time constraints, the target audience likes personalizing and enjoying their meals, no matter how big or small the circumstance, when they get the opportunity to eat out.

32


Key Point-of-Differentiation

Zax Sauce is the center of conversation among consumers and a pivotal offering for Zaxby’s.

Promise

Just a dash of Zaxby’s sauce and you’ll be addicted.

Media Vehicles Microsite as a campaign hub

Social media: Facebook, Instagram, Twitter, Snapchat, Pinterest

OOH ads and guerrilla marketing along high-traffic roads and cities • •

Support

Zaxby’s 14 different sauces offer a wide variety of flavor to accentuate an already vast menu While simultaneously providing customizability for consumers.

Tone

Print ads in publications popular with target markets

Television & online video ads

Cheeky, relatable, light-hearted Sports partnerships with MLB, NFL, college football, little leagues

Mandatories

Cohesive brand identity across all platforms, logo, campaign tagline and/or hashtag

Blog with curated and shareable content

Paid search through Google AdWords

33


creative direction FIND YOUR SAUCENALITY Armed with the insight that consumers feel that Zaxby’s sauces are truly what set it apart from competitors, the quest for a defined identity discoverd an old Zaxby’s treasure. In 2016, Zaxby’s utilized a “Find Your Saucenality” quiz as part of the Fanz of Flavor tour. With a cheeky voice and personalized content, the quiz was a brilliant start to an advertising campaign that could announce Zaxby’s updated brand voice and variety of sauces to the world.


Updated Brand Voice

+

Sauce Variety

=

Saucy Campaign

Zaxby’s customers are as diverse and unique as their sauces. This campaign will acknowledge and capitalize on this diversity, promoting the large selection of sauces and the personalization they bring to Zaxby’s food while simultaneously connecting Zaxby’s to the many microcommunities that come through their doors - or their drive-through - on a daily basis. This brand voice is cheeky, relatable, and light-hearted, appealing to both young families and young professionals. Zaxby’s will own this voice and translate it into all mediums of communication, emphasizing the quirky tone of in-store signage and drawing from the newly enhanced “Find Your Saucenality” quiz. Not only is Zaxby’s owning their fun personality, but they want the consumer to own theirs, too through identifying with the unique flavor - or “saucenality” - of one of their many sauces. “Find Your Saucenality” invites customers to truly own a piece of the Zaxby’s brand because Zaxby’s can relate to all of the quirky communities that walk through their door. The campaign will focus on carving out Zaxby’s niche in the chicken industry, promoting the wide variety of sauce offerings, and connecting with many of the different communities that love Zaxby’s. The first two goals go hand in hand; people love and know Zaxby’s for their sauce. Zaxby’s successfully caters to so many different taste buds by dipping and tossing their food in 14 flavor-packed sauces. Sauce awareness can, however, be grown and allegiances can be pledged to favorite sauces. The challenge is then to get the vastly different communities that visit Zaxby’s to connect with these sauces and feel a part of the overarching Zax community. Zaxby’s caters to so many different taste buds by dipping & tossing their food in flavor-packed sauces. “Find Your Saucenality” is a prompt that encourages viewers to engage with original Zaxby’s content, increasing their awareness of the sauce options and allowing them to truly own and embody their sauce personality through virtual and physical interaction with the brand. This simple act of taking a quiz and latching onto one’s results makes each and every person feel like Zaxby’s understands them and that they can own a part of Zaxby’s culture. The added community involvement, merchandise, and shareable social media content on individual personalities? That’s even better.

sassy loves puppies in funny hats gardens indie music obsessed

crafty snorts when she laughs but owns it young professional

“just gets her” AKA they relate to her quirky saucenality

she feels a part of the brand

35


SAUCENALITIES WHAT DO YOUR SAUCES SAY ABOUT YOU? ENTER: SAUCENALITIES. Zaxby’s 14 different tossing and dipping sauces will make your taste buds scream, “Whoa!” But what do your sauces say about you? That’s where your saucenality comes in. Saucenalities are designed to accurately predict what kind of person you are...all from your sauce preferences. From your level of sweet to your level of sass, there’s a saucenality that will always fit your personality.

Hot Lickin’ Licious

Kicky Torchy Zesty

Sweet Honey Punch

Slap-Happy Numb-Numb

You’re a bit feisty, and yet sweet as pie. You’re like the equivalent of someone jumping into a pool of honey, attaching cute rabbits to themselves, then climbing a sap-filled tree and into a human-sized beehive to lather more honey on top of the rabbits… all while wearing a headdress of hot peppers.

You’re an enigma wrapped in a riddle. Growing up, you had posters of the Loch Ness Monster on the wall. You’ve listed Bigfoot as your biggest influence. Even now, you’re probably reading this in a remote hideaway from a computer fashioned of twigs, leaves, and gumption.

You’re sweet on the surface but packing a punch underneath. Like a little old grandparent who goes by “Gigi” to their grandkids and “Righteous Rosie” to their subordinates in the moneylaundering ring they run out of their retirement home.

You really like being punched in the face. Is that normal? No, not at all, friend. But hey, it’s modern times and to each their own. So you get your kicks from your face going numb. No judgement.

Honey Mustard

36

Nuclear

Tongue Torch

Zestable

Honey Mustard

Zestable

Tongue Torch

Nuclear


Quirky Tangy Yaki

Ameri Barbee Licious

Barbee Torchi Jortsie

Teri-Teri Zax-Zax

You’re a kind soul with a penchant for giving unique gifts. Nothing says “congrats on the new baby” quite like a sweater made out of artisan pickles that you homebrewed in your basement. It’s the thought that counts, ya delightful weirdo. Keep being you.

You’re the poster child for 1950s. You were probably on the varsity football team or the cheerleading squad, and friends with Craig and Janice. There’s nothing wrong with that, except, well, that time Janice did that thing that made everyone go “whoa, Janice… that’s messed up.”

You’re a giant American flag on a hot summer day swaying in the breeze above the rev of a 700 horsepower combustion engine. Even though you’re an inanimate object, you go by “Chad” and wear jean shorts to school because they raise your carefree profile.

You do everything at 200% because you know no other way. You do your taxes then you do your neighbor’s taxes. You run a marathon to warm up for another marathon. What some call overboard, we call thorough.

Teriyaki

Ranch

BBQ

Ranch

BBQ

Zestable

Teriyaki

Zax Sauce

37


STYLE GUIDE

ONCE IN A BLUE CHICKEN

CHICKEN FINGER BLISS

MARINARA MAYHEM

FRENCH FRY HEAVEN

#00529b

#ffa545

#c61331

#fed45e

LOGO MARK Futura Condensced Bold

Logo Mark Mission Script

HEADINGS Futura Bold

Body Proxima Nova

38

TYPOGRAPHY Like Zaxby’s brand, there are no few fonts for this campaign. The existing graphic style is very eclectic, marrying a variety of serif, sans-serif, script, and display fonts to reflect a kitschy vibe. This campaign uses Proxima Nova for body copy, as it’s an easy-to-read sans-serif that compliments a wide variety of fonts. The “Saucenality” logo features Futura Condensed and Mission Script, and the eight saucenalities feature over ten different fonts, each specifically chosen to match the saucenality.

IMAGERY STYLE Images will express the lighthearted and cheeky tone. Photographs should be bright and feature pops of either navy, red, yellow, or orange. The color profiles should be warm unless specifically featuring the color blue. Each photo should have a touch of quirk - whether that be a customer wearing a tutu or a chicken in the arctic, something should make viewers look twice.

TONE Zaxby’s new tone of voice accentuates a funky, cool way to portray themselves to their target markets. We achieve this by incorporating a cheeky, yet friendly, vibe that will resonate with audiences of varying ages and backgrounds. Our aim is to make consumers feel like they can have fun in Zaxby’s convenient locations, while also identifying with part of the brand.


TOUCHPOINT MAP

Influencers

Blog

Snapchat Geofilters

Tailgate Tours

Paid Search

Billboards Spot TV & Video March Madness

Social Media

Outdoor

Microsite

Magazine In-Store Snapchat Filters

Little League

App

Spotify

Jumbotrons

Merch

39


PHASING

40

Phase 1: Jan - Mar

Phase 2: Apr - Jun

Phase 3: Jul - Sept

Phase 4: Oct - Dec

As the campaign spreads into many aspects of consumers’ lives - their drive to work, their lunch with friends, their favorite online streaming services - they’ll wonder, “What’s a saucenality and why do I keep hearing about it?” This curiosity will drive consumers to discuss the campaign, spreading the word and getting others interested.

The second phase focuses on convincing consumers to engage with the campaign and take the quiz for themselves. As curiosity has been generated, the next step is to create excitement around the campaign and brand, capitalizing on the many eyes now watching Zaxby’s.

As more and more consumers engage with the campaign’s content, they begin to own their saucenality, creating loyalty not just for the sauces themselves but for Zaxby’s as a brand. Continued content publication at this stage never lets Zaxby’s leave top of mind, encouraging consumers to express pride in their saucenality year round.

Finally, as consumers have truly taken hold of a piece of the Zaxby’s brand, they advocate for the company through continued engagement, purchase and wearing of saucenality merchandise, and an increased love for the brand itself. As consumers realize the vast variety of sauces that Zaxby’s has to offer and their high quality - their love for the food and brand voice will drive them to act as Zaxby’s ambassadors.

Buzz & Awareness

Excitement & Engagement

Loyalty

Advocation


TIMELINE

Phase 1: AWARENESS

JAN

FEB

MAR

Phase 2: ENGAGEMENT

APR

MAY

JUNE

Phase 3: LOYALTY

JULY

AUG

Phase 4: ADVOCATION

SEPT

OCT

NOV

DEC

Microsite App Dizpenzers & In-Store Spotify Playlists Paid Search Billboards Water Towers March Madness Print TV + Video Facebook Posts 1 Instagram Posts 1 Twitter Posts 1 Pinterest Posts 1 Merchandise Murals + Youtube Snapchat Lenses Influencers + PR Kit Little League MLB Jumbotrons Tailgate Tours Snapchat Geofilters NFL Jumbotrons Blog Native Ads - Magazine Facebook Posts 2 Instagram Posts 2 Twitter Posts 2 Pinterest Posts 2

41


creative advertising executions


IMC + TACTICAL MIX

Traditional

Digital

Partnerships & Sponsorships

Television & Video

Saucenality.com Microsite

Little Leagues

HGTV, SEC Network, Big Bang Theory, The Bachelor, Walking Dead, Grey’s Anatomy, kids’ shows + more

zAPP

MLB & NFL

Saucified Spotify Playlists

ATL Braves, Tampa Bay Rays, Houston Texans + more

Magazine

Paid Search

Spotify

Fortune Magazine, Wired, Travel & Leisure, Cosmopolitan, Cycle World, Southern Living + more

Twitter

Tailgate Tourz

Pinterest

Outdoor

Facebook

Oxford, MS + Louisville, KY + Fayetteville, AR + Knoxville, TN + Columbia, SC + Athens, GA + Gainesville, FL + Nashville, TN

Billboards, water towers, bus stop ads, and murals in FL, AL, TN, SC, GA, NC, TX

Instagram

Miscellanious

Snapchat Lens

Sauce Dizpenzer

Snapchat Geofilters

In-Store

Blog

Merchandise

43


PHASE 1 2 3 4 Yearround

SAUCENALITY.COM 44


A microsite will function as the hub for the “Saucenality” campaign from January to December. This will target both young families and young professionals, as both groups are constantly connected to the web. At the forefront of the website is the ability to take the threequestion saucenality quiz (or input personal results if already taken) to determine a consumer’s saucenality. From there, it will push users to a page specifically designed for each saucenality. These pages will contain everything that someone would need to embody their saucenality: a long-form description, shareable graphics, merchandise for purchase, a Spotify playlist made up of artists that reflect the saucenality’s vibe, and sharable social content so consumers can showcase their saucenality to everyone. In Phase 3: Loyalty, a Saucenality blog will launch, to be discussed later in the campaign plan. Saucenality Quiz

Saucenality Content

Merchandise

Social Sharing

Blog Content

Sauce Information

Spotify Playlists

COST: $5,000 for web development, domain name, and web hosting 45


PHASE 1 2 3 4 Yearround

Loyalty Points

New User Onboarding

Saucenality Deals

BRANDED zAPP A branded app will function as a loyalty, discount, and content platform for the duration of the campaign. Young professionals and young families appreciate digital convenience and love discounts and digital purchasing. Users will download the app and be prompted with the option to either take the three-question saucenality quiz or input their saucenality if they have already taken it. Once their saucenality is determined, users can obtain weekly deals based on their saucenality. For instance, one week, a Hot Lickin’ Licious individual may receive a free medium fry with purchase of a drink while a Sweet Honey Punch may receive 10% off. The app will also function as a loyalty program, allowing users to amass points with each purchase that can eventually be used towards discounts or saucenality merchandise. Finally, users can digest saucenality-centric content like weekly “horoscopes” for their saucenality. COST: $4,000 for app development 46


PHASE 1 2 3 4 Yearround

DIZPENZER The Dizpenzer is an in-store experience. What better way to create buzz around a campaign than to have a mysterious machine show up at Zaxby’s locations? On the front of these sauce vending machines, customers can take the three-question saucenality quiz and find out what saucenality best fits their personality. Once they have their result, the machine dispenses the sauce packets that align with their saucenality. This encourages young families and young professionals to engage with the brand in the store, try new sauces, and own a piece of the Zaxby’s brand for themselves. This also gives parents and professionals interesting social media content and children a fun interactive experience. These Dizpenzers will travel from location to location all year, building anticipation for when the machine will reach your store and avoiding the cost of furnishing every location with a machine.

COST: $400,000 for 100 machines (1 for every 8 stores)

47


PHASE 1 2 3 4 Yearround

48


IN-STORE Adjusting packaging to reflect the content of the campaign increases awareness and impressions for young professionals and young families who love to eat in-store. It also makes saucenalities and a vast sauce selection synonymous with Zaxby’s. These additions will last for the duration of the campaign. TOAST BRANDING: The saucenalities will offer customizations from all sides. Each personality will have a simple icon that can be branded onto slices of texas toast, giving customers a novel and fun way to interact with their saucenality.

TRAY LINERS: There will also be 8 tray liners, each portraying one of the saucenalities and inviting individuals to go to Zaxbys.com to find their own. These two items will be in customers’ sights as they enjoy their meals. TO-GO BAGS: For customers who are eating out instead of dining in, the to-go bags will be branded with the “Find Your Saucenality” icon, again inviting individuals to visit the microsite to engage with the campaign for the first time or reminding them of their part in it for a second, third, or fourth time.

COST: $1,314,000 for 801 stores ($750,000 for tray liners, $500,000 for to-go bags, $64,000 for toast brands) 49


PHASE 1 2 3 4 Yearround

SAUCIFIED SAUCIFIED SPOTIFY PLAYLISTS Each saucenality will have a curated Spotify playlist containing music that reflects its unique vibe. Releasing at the start of the campaign, the playlists will be featured when individuals receive their quiz result. Both target audiences are avid Spotify users, enjoying this personalized alternative to music buying. This personalization ties into the campaign’s mission to connect with every consumer, allowing them to further own a piece of the Zaxby’s brand through their own music taste. Zaxby’s will also partner with Spotify and use data to track what music that people in different cities are listening to. With this data, each city will be assigned a saucenality based on their collective music taste. Zaxby’s will create 8 playlists based on a city’s most played music & corresponding saucenality. COST: $150,000 for sponsored playlists and ads 50


PHASE 1 2 3 4 Yearround

Searches “Personality Finder”

“Vacations for adventurous people?”

“Myers-Briggs”

PAID SEARCH When users search terms like “personality quiz,” “personality traits,” “Myers-Briggs,” and related terms, as well as other topics relevant to personalities - for instance, “Top 10 Vacations for Adventurers” - they’ll receive custom paid search results for the quiz and, later, Zaxby’s blog content. This helps Zaxby’s reach new consumers in their target audiences, particularly one interested in personality content. These paid searches will run for the duration of the campaign. Both young professionals and parents of young families search constantly on the Internet - from interest in their own personality traits to planning activities for their friends and families, paid search content will reach them at relevant times. COST: $6,000 for Google AdWords 51


52


PHASE 1 Jan - Mar

BILLBOARDS Billboards will act as a story for drivers and passersby, drawing them into the curiosity of the campaign. Grouped in multiples of four, the first billboard will invite them to “Find your saucenality.” Viewers will be intrigued, wondering what exactly they’re being asked but recognizing the Zaxby’s logo. The next three billboards will represent a random selection of the eight saucenalities, each billboard asking viewers whether they match with certain personality traits associated with the saucenality. For instance, Sweet Honey Punch talks of a sweet exterior but a hard, money-laundering, activist interior. The billboard will ask, “Sweet but pack a punch?” Each of the three billboards will have a similar question, peaking individuals’ curiosity and driving them to visit the microsite. This also allows us to track how many viewers are moving through the process and actively engaging with the website. Young professionals and young families are constantly on the go, making billboards an ideal way to reach them. There will be nine different designs used in our out-of-home ads to reflect the eight different “saucenalities” and a design portraying the overall “Saucenality” campaign. Jacksonville, FL

Birmingham, AL

Nashville, TN

Greenville, SC

Charlotte, NC

Raleigh, NC

Atlanta, GA

Austin, TX

COST: $1,424,700 ($1,038,000 for suburban markets, $386,700 for 8 above cities) Line Item Budget in Appendix B

53


PHASE 1 Jan - Mar

BUS STOP ADS When young professionals are waiting on public transit, they need something to occupy their time. So why not find their saucenality? In order to generate buzz and awareness in phase one, ads at bus and tram stops will encourage commuters to take the quiz and find their saucenalities, giving individuals a quirky taste of one of the eight saucenalities. These ads will showcase all saucenalities, featuring a link to microsite, a call to download the Zaxby’s app, and a saucenality description. Jacksonville, FL

Birmingham, AL

Nashville, TN

Greenville, SC

Charlotte, NC

Raleigh, NC

Atlanta, GA

Austin, TX

COST: $40,000 for ads in 8 cities

54


PHASE 1 Jan - Mar

WATER TOWERS To further generate buzz and awareness of the campaign in phase one among young families and young professionals in suburban and rural areas, 2 water tower designs will be deployed in suburban or rural areas where Zaxby’s has a strong or growing presence. These will be designed to make it seem as if the towers are filled with a Zaxby’s sauce, remaining stylistically consistent with other campaign visual representations. Rural Area

Suburban Area

COST: $600,000 for 2 water towers

OTHER SIDE 55


PRINT

PHASE 1 2 Jan - Jun

56

Cosmopolitan

Golf Digest

Forbes

Outdoor Magazine

Wired

Seventeen Magazine

Southern Living

Cycle World

Travel & Leisure

The Family Handyman

Popular Science

Lickable Ads!


Zaxby’s caters to many different communities, and these groups of people can’t be reached in the same magazines. Full-page color print ads will be placed in publications popular with young professionals and young families. The kick? They’ll be lickable ads and taste like one of the saucenality’s featured sauces. The print ad will also showcase a saucenality with a similar vibe to the magazine. For instance, to mimic Quirky Tangy Yaki’s love of strange homemade gifts, we’ll reach crafty young moms in magazines like Martha Stewart. These ads will invite viewers to take the quiz at the microsite and download the app. Will your saucenality match the one featured? Running in phases one and two, the ads will increase awareness and begin to generate hype among the target audiences. COST: $1,140,563 for 6-month full-page color ads in 11 magazines 57


PHASE 1 2 Jan - Jun SCENE 1

2.4 SEC.

SCENE 2

2.4 SEC.

ACTION: None SOUND: Friday I’m in Love by The Cure SFX: Zoom Out

ACTION: None SOUND: Friday I’m in Love by The Cure SFX: Zoom Out

SCENE 4

SCENE 5

2.4 SEC.

ACTION: None SOUND: Friday I’m in Love by The Cure SFX: Zoom Out

2.4 SEC.

ACTION: Text swings down, lights up SOUND: Friday I’m in Love by The Cure SFX: None

SCENE 3

2.4 SEC.

ACTION: None SOUND: Friday I’m in Love by The Cure SFX: Zoom Out SCENE 6

3 SEC.

ACTION: End screen appears with text SOUND: Announcer: “Find your saucenality at saucenality.com” SFX: Zoom Out

SPOT TV + DIGITAL VIDEO 15 second ad spots will be bought on family channels during the late afternoon and primetime time slots across the southeast to capture the attention of young families. In addition, 15 second ad spots will be bought on adult channels to capture young professionals unwinding after work. To capitalize on both audiences’ love of streaming, spots will be bought on television networks’ online streaming services and Hulu. In phases one and two, these ads will continue to increase awareness and curiosity and generate excitement, driving target consumers to the microsite and saucenality quiz, starting them on their journey to owning a piece of the Zaxby’s brand. There will be eight ad spots, showcased both on television and online, and each will feature one saucenality, personified. For instance, the Hot Lickin’ Licious actor will be wearing all yellow, dressed in a fabulously sassy outfit and surrounded by fire and bunnies. These eight saucenalities must encompass every Zaxby’s customer - which is why giving voices to them can be tricky. The more attributes assigned to each personality, the less they’re allowing for consumer customization and saucenality ownership. For this reason, the videos will have no dialogue. Instead, a song that reflects the featured saucenality will play. COST: $3,705,000 ($3,005,000 for 36 :15 sec prime time television spots, $700,000 for yearlong Hulu ad run) 58


Jacksonville, FL

Birmingham, AL

Charlotte, NC

Raleigh, NC

Nashville, TN

Greenville, SC

Atlanta, GA

Austin, TX

Sample Programs: Big Bang Theory, SEC Network, The Bachelor, Walking Dead, Grey’s Anatomy, kids’ shows

59


PHASE 1 Mar

MARCH MADNESS Using the eight saucenalities, each of the Elite Eight teams in the March Madness NCAA men’s basketball tournament can own their own piece of the Zaxby’s brand - and so can their fans. Each of the eight teams will correspond to one saucenality as Zaxby’s follows the tournament on Facebook, Instagram, and Snapchat. Young families and young professionals love attending sports games and get heavily invested in tournaments like March Madness. Zaxby’s attachment to the event will promote awareness in phase one and get consumers further invested in the brand. The winning team’s corresponding sauces will either be free for the following month (if sauces retain their extra charge) or Zaxby’s will give out free merch with the winning saucenality to fans as they exit the stadium. COST: $0

60

Hot Lickin’ Licious

Team 1

Team 2

Quirky Tangy Yaki

Kicky Torchy Zesty

Team 8

Team 7

Ameri-Barbee-Licious

Sweet Honey Punch

Team 4

Team 3

Barbee Torchi Jortsie

Teri-Teri Zax-Zax

Team 5

Team 6

Slap-Happy Numb-Numb

Winning Saucenality


PHASE 1 2 Jan - Jun

QUIZ + APP SOCIAL Boosted and sponsored posts, which can be targeted to specific audiences, on Facebook, Twitter, Instagram, and Pinterest will push the quiz and app download during phase one and two, working to promote awareness about the quiz and app and generate hype around finding your own saucenality. Posts will point to the microsite and app download page, each with a specific call-toaction. Taking this quiz allows the social media-loving target audiences to invest in a piece of the Zaxby’s brand, and downloading the app ensures for an engagement benefit even after the campaign comes to a close. In addition to these posts, Zaxby’s will generate content about the campaign’s other components, like sports partnerships to be discussed later in this book.

Call to Action: Take Quiz

Each Zaxby’s franchise has its own Twitter account, and these accounts will be used to promote the new campaign with pre-written posts sent to franchisees. Not only will this reach a wider audience, it will reach the young professionals and young families who are loyal to their local location.

Call to Action: Download App

COST: $950,000 for sponsored & boosted posts Facebook

Twitter

Instagram

Pinterest

61


PHASE 2 Apr - Jun

8 MURALS, 8 CITIES Young professionals and families are all about sharing cool experiences on social media - and they’ve been known to travel around the city scoping out good mural photo opportunities. To connect Zaxby’s more to individuals’ everyday lives and engrain the brand further in consumers’ minds, Zaxby’s will hire eight street or mural artists in eight cities in which Zaxby’s has a strong or growing presence. These artists will each paint an outdoor wall mural inspired by one of the saucenalities, resulting in 8 murals in each city. These murals will reflect the color, style, and personality of the different saucenalities, offering a non-commercial representation of the campaign to which passersby can form a connection. In addition, the hashtag #FindYourSaucenality will appear in the same white font, Futura Condensed, across the mural, along with a link to the microsite and Zaxby’s logo. Each artist’s ideation and painting process will then be filmed and turned into a short video that can be released and promoted on Instagram, Youtube, Facebook, Twitter, and Zaxby’s blog, to be discussed later, with the same hashtag. The murals will release in phase two, as weather warms up in Southern cities and target consumers are out and about. This will also work to increase engagement with the brand over social media, spreading the word organically. COST: $12,000 ($1,500 per mural) + $100,000 YouTube promotions Jacksonville, FL

Birmingham, AL

Nashville, TN

Greenville, SC

Charlotte, NC

Raleigh, NC

Atlanta, GA

Austin, TX

Sample Styles

62


PHASE 2 Apr

SNAPCHAT LENS To stay interactive with the two target audiences, a Snapchat lens will be sponsored for one Friday in April of phase two. These filters will be available by pressing and holding on the screen when the front facing camera is on. Once in the filter, users will be able to tap on the screen to switch between the eight saucenality faces, embodying their personal saucenality through Snapchat by posting on their personal and city stories and sending them directly to friends and family. Young professionals and young families are constantly on Snapchat, sharing their curated life stories with peers. Kids love to play with their parents’ Snapchat filters, allowing this tactic to engage all parts of the young family. Filters are popular and will receive significant impressions during the two days, bringing digital personalization to Zaxby’s consumers. It encourages them to own a piece of the brand and take the quiz. COST: $500,000 for one day of national filters Hot Lickin’ Licious

Quirky Tangy Yaki

Kicky Torchy Zesty

Ameri-Barbee-Licious

Sweet Honey Punch

Barbee Torchi Jortsie

Slapy-Happy Numb-Numb

Teri-Teri Zax-Zax

63


PHASE 2 3 4 Jan - Dec

$20

$25

$15

$15

MERCH What better way to own a part of the Zaxby’s brand and your peronsal saucenality than by wearing and using related merchandise? Young professionals and parents for their young children love buying quirky goods that announce to the world, “This is who I am.” By selling branded merchandise for each of the eight saucenalities, the company is inviting customers to further engage with the campaign and act as walking ambassadors for Zaxby’s, transforming brand loyalists to brand advocates. Merchandise will be available beginning in phase two, after awareness of the campaign has built up and consumers gain excitement about their own piece of the brand. By phase four, individuals will be advocating for the brand every time they use their personalized merchandise. Selling these items is a key component to offsetting the cost of giving away sauces for free. COST: $37,000 to be offset by profits through selling merchandise Sold in Stores 64

Sold at Events

Sold on the Microsite


PHASE 2 3 Apr - Sept

INFLUENCERS Zaxby’s will choose 16 influencers, two for each saucenality, with between 2,000 and 100,00+ followers, to promote the Zaxby’s saucenality quiz, related campaign pieces and merchandise, and their own saucenality through their personal social media accounts. Influencers will use the hashtag #FindYourSaucenality organically through their posts to allow users to see similar posts in one place and Zaxby’s to track post success. Influencers will receive a swag box containing merchandise corresponding to their saucenality as well. As phase two encourages excitement and engagement with the brand, users can comment, like, and share these posts as they interact with influencers they relate to and trust. Phase three focuses on loyalty, and as young professionals and young families trust their favorite social media accounts, they will feel a sense of loyalty to the Zaxby’s brand.

KOKO

Sara Blakely

Food & Lifestyle 42.3k Followers @atasteofkoko

Lifestyle & Family 87.5k Followers @sarablakely

Hot Lickin’ Licious

Sweet Honey Punch

Cool Atlanta Food & Lifestyle 40.2k Followers @coolatlanta Teri-Teri Zax-Zax

Gaby James Adventure 15.5k Followers @gabatronix Barbee Tortsi Jortsie

COST: $100,000 for payment of influencers + $2,000 for complimentary saucenality merchandise for influencers Find more influencers using: www.influence.co

65


PHASE 2 3 Apr - Sept

Hot Lickin’ Licious Kicky Torchy Zesty Sweet Honey Punch Slap-Happy Numb-Numb Quirky Teri-Yaki Ameri-Barbee-Licious Barbee Tortsie Jortsie Teri-Teri Zax-Zax

LITTLE LEAGUE SPONSORSHIPS The campaign and corporate Zaxby’s will sponsor one spring/summer baseball little league in Tampa, Atlanta, and Houston during phase two and three, focusing on creating excitement and building brand loyalty. Eight of the teams within each league will be get uniforms and team names that correspond to each of the eight saucenalities, allowing young families and kid players alike to cheer on their own piece of the Zaxby’s brand. What better way to generate excitement and loyalty than fiercely cheering on your saucenality from the stands? For four home games for each of the following MLB teams - Tampa Bay Rays, Atlanta Braves, and Houston Astros - two teams from the little league in that city will compete in a “mini game” during the seventh inning stretch. The winning little league teams will win free Zaxby’s snacks at their remaining little league home games. When entering the stadiums, MLB fans will be given cards with a link to the quiz to learn their saucenality. These cities are chosen due to their MLB affiliations and Zaxby’s strong or growing presence. As Zaxby’s originated in Georgia and is expanding into Florida and Texas, little league sponsorships in these areas work to bolster and develop loyal consumers. Should local Zaxby’s franchises already sponsor any of these leagues, Zaxby’s will ensure their inclusion through driving business to their specific addresses and providing relevant social media content and campaign graphics for their restaurants. Tampa, Florida

Atlanta, Georgia

Houston, Texas

COST: $123,510 for sponsorships, uniforms, and merchandise for 3 leagues (8 teams each) 66


PHASE 2 3 Apr - Sept

MLB JUMBOTRONS

PLAYERS TAKING THE SAUCENALITY QUIZ

Continued partnership with MLB teams is wise, engaging with the young families and young professionals who love to attend. Popular players would take the saucenality quiz on the jumbotron during the game. Zaxby’s would film several players taking the quiz, later projecting the videos on the big screen. The audience would then be able to see if their quiz results match their favorite player’s, and if they haven’t taken the quiz by phase two or three, be invited to find out. This reaches the target audiences at their most relaxed, giving them an opportunity to do an online activity with friends or family, as well as a celebrity endorsement. The Jumbotron will also feature random fans in the crowd, playing upbeat music and encouraging them to show their “saucy side” through dance moves. This generates excitement, associating Zaxby’s with fun and their new cheeky tone of voice. Atlanta Braves Tampa Bay Rays Houston Astros COST: $1,200,000 ($400k per jumbotron, 6 mo.)

JUMBOTRON DANCING, “SHOW US YOUR SAUCY SIDE” 67


PHASE 3 4 Sept - Nov

TAILGATE TOURZ Free Food + Sauces

Sauce Taste Test

Saucenality Quiz

Snapchat Filters

Merchandise

Corn Hole

Zaxby’s is all about college football tailgates, and the company’s existing presence is the perfect way to expose fans to their own saucenality. Zaxby’s food truck will travel to different tailgates across the southeast during phase three and four, engaging with both young professionals and young families who love celebrating their favorite college team. This food truck will drive through tailgates, delivering free french fries and chicken, conducting sauce taste tests, playing sauce-themed corn hole, and allowing fans to take the saucenality test themselves. The truck will also sell saucenality merch for dedicated fans who want to own a piece of the brand themselves. These tailgates will be approved in each city by IMG, inspiring brand loyalty and advocation as Zaxby’s becomes a part of their tailgating traditions.

68

9.15

Ole Miss v Alabama

10.27

USC v Tennessee

9.22

UK v Miss State

11.10

UGA v Auburn

10.6 Arkansas v Alabama

11.17

UF v Idaho

10.13

11.25

Vanderbilt v UT

UT v Auburn

COST: $20,800 for food, merch, approval ($2.6k each)


PHASE 3 4 Sept - Nov

JUMBOTRON DANCING, “SHOW US YOUR SAUCY SIDE”

NFL JUMBOTRONS SNAPCHAT GEOFILTERS How else can social media obsessed young professionals and young families engage with Zaxby’s at tailgates and sporting events? At each tailgate tour stop and each MLB and NFL game where Zaxby’s puts content on the jumbotron, the brand will sponsor Snapchat geofilters containing their logo and the microsite. During phases all about loyalty and advocation, filters increase impressions and engrain the brand further in target consumers’ lives. Tailgate Tour Locations

NFL & MLB Partners’ Games

COST: $738,000

Directly reflecting the MLB jumbotron content, Zaxby’s will sponsor a “Show us your saucy side” dance cam and saucenality quizzes for popular players in NFL stadiums across the southeast. Occurring later in the campaign, in phase three and four due to NFL season scheduling, this tactic will continue creating loyal brand fans and avid advocates as Zaxby’s becomes a key part of their friends’ and family’s NFL traditions. Tennessee Titans

Atlanta Falcons

Houston Texans

Jacksonville Jaguars

Carolina Panthers COST: $2,000,000 ($400k per jumbotron, 6 mo.) 69


PHASE 3 4 Aug - Dec

SAUCY BLOG As a brand, it’s important to continue to push out relevant content throughout the duration of the campaign to keep consumers interested, especially after the initial awareness and excitement phases wind down. Enter: the blog! Throughout phase three and four, longer form content will be pushed out through both the Zaxby’s blog and, later, social media channels to reach both target audiences. These will elaborate more on the saucenalities, showcase fun personality traits and shareable lists, and even feature people who truly embrace and embody their saucenalities. From the best vacations for Slap-Happy Num-Nums to the yearbook superlatives of Hot Lickin’ Licious to what celebrities match which saucenality, the content will both entertain and inform the consumer. This goes above and beyond advertising Zaxby’s products and instead advertises their brand, strengthening the connection that consumers have made to the company. This provides an additional outlet for a different kind of reader, one who likes to read more in-depth pieces, doesn’t mind the longer form, and likes some photo supplements. This will also compliment the native ad content, to be discussed soon. COST: $0 70


71


PHASE 3 4 Aug - Dec

SOCIAL FOR YOUR SAUCENALITY It’s never the goal for consumers to take the quiz once and move on. As social media lovers, young professionals and young families should latch onto their quiz result and constantly be on the lookout for content to engage with. In order to increase the saucenality quiz’s longevity to last the year, frequent sponsored content will be posted on Facebook, Twitter, Pinterest, and Instagram platforms during phase three and four, targeted specifically at the two audiences. The content will go further in-depth to the personality types. Which yearbook superlative are Ameri Barbee Liciouses? How do Sweet Honey Punches act in relationships? What’s the dream vacation of Quirky-TangyYakis? The potential for shareable content is unlimited, holding onto the attention of users for longer than a single shared quiz result. Facebook

Twitter

Pinterest

COST: $950,000 for sponsored & boosted posts 72

Instagram


PHASE 3 4 Aug - Dec

“THAT IS SO ME” NATIVE ADS Some consumers can be reluctant to engage with a brand’s content on their own social media channels. In order to combat this, native ads in the form of articles will be placed on the websites of magazines popular with young families and young professionals - and these target audiences love online reading and clicking on fun articles on their social media feeds. These articles will reflect the style of blog content: cheeky content about topics relating to saucenalities. This allows the campaign to live past a five-minute quiz and provides content that consumers are excited to read and share. Sharing promotes the advocacy goal of phase four, and as Zaxby’s connects with consumers in more and more aspects of their lives, the loyalty goal of phase three is furthered. Cosmopolitan

Golf Digest

Forbes

Outdoor Magazine

Travel & Leisure

Wired

Seventeen Magazine

Martha Stewart

Cycle World

Popular Science

The Family Handyman

COST: $300,000 for sponsored articles 73


MEDIA


MEDIA STRATEGY Scheduling & Timing This campaign will run for the duration of a year (January-December 2018). The media schedule for the campaign is pulsing, as advertising spikes in congruence with consumer’s seasonal spending trends. There will be a lighter media schedule from January-March, focusing the majority of the budget on the summer and winter months. Reach, Frequency, GRP Reaching a minimum of 75% of the target audience at at least four different points in the campaign is the goal in order to create an identifiable voice for Zaxby’s among existing consumers. Geography To correspond with Zaxby’s regional presence, this campaign is concentrated in the Southeastern part of the United States. In attempt to best reach the target, 70% of guerilla and outdoor marketing efforts will be concentrated in suburban DMAs. The remaining 30% of the media budget will be implemented in markets with the highest BDI/ CDI ratios. Media Budget The majority of the media budget is allocated to reaching target consumers in places that will create lifelong memories associated with the Zaxby’s brand. 30% of funds will be used to develop key partnerships and implementing tailgate tours. The goal for this campaign is to reach all media objectives with a budget of $21,000,000 for the 2018 year. Sales Promotion SALES GOAL FOR FOOD: To increase unit sales on Zaxby’s menu items by 5% during a 12 month campaign beginning January 1, 2018 and ending on December 31, 2018. Target Audience & Media Mix The campaign media mix’s goal is to reach the target audience in multiple spaces that will improve their attitude towards the brand. Targeting families and young professionals in places they perceive as fun, exciting and memorable will contribute to increasing overall brand experience by 20%.

75


eval

uati

on


EVALUATION • • •

• • •

• •

Microsite

Track daily visits to site Overall site engagement This will also measure other touch points of campaign Monitor bounce rate

Tailgate Tours

Track event attendance Track user generated content related to event Track PR impressions related to event i.e. tracking mentions and sentiments in the news Track Geofilter useage stats and impressions

• •

• • •

TV Spots + Magazines

Monitor viewership and circulation of vehicles in which ads are placed Test advertising retention and recall Track frequency in which print and TV ads are shared on other platforms (i.e. social media)

Murals + Outdoor

Monitor earned social media and PR impressions Monitor Instagram most closely

Monitor use in each restaurant

Measured through observation of online, in-store and Tailgate Tour sales

Influencers

Each influencer will have a unique bitly link to quiz to track the influence they have over individual audiences Measures likes, comments, shares and retweets of Zaxby’s related content

Snapchat

Monitor number of filters used and enabled Monitor DMAs in which geo-filters are active

• • •

Sponsorships

Evaluate success based on social media and PR impressions Measure attendance at each event Observe how frequently Geofilter is used at each event to measure success

Spotify Partnerships

Observe listeners for individual songs on playlist Measure followers each playlist earns Measure shares of playlist on various social platforms

Sauce Dizpenzer Merchandise

77


future FUTURE RECOMMENDATIONS recommendations


Marketing & Communication Direction

Advertising Creative Execution

The primary communication goal of this campaign is to excite and engage consumers. This engagement will inevitably lead to loyalty and ambassadorship, especially with social media sharing and merchandise purchases. As the campaign comes to a close, however, Zaxby’s should shift their goals from engaging to retaining loyalty and strengthening these ambassadorships, making choosing and talking about Zaxby’s second nature. It’d be wise to maintain the marketing goal of steady sales increases, especially in areas to which Zaxby’s is expanding.

Sauces are Zaxby’s defining factor. The research demonstrates this differentiating ability, and as such, we recommend that sauce promotion continue. Should Zaxby’s choose to move forward with the Saucenality concept, new content must be frequently created to ensure the continued engagement of consumers. We must ask the question: how can we keep the concept fresh?

IMC Tactics & Executions While some IMC tactics may grow stale after a year, like murals (millennials need new backdrops for their Instagram posts every now and then), others will remain fresh. Continued little league sponsorships and the corresponding MLB and NFL partnerships will make Zaxby’s a larger part of childhoods and young parenthoods, increasing the sense of ownership and nostalgia consumers feel towards the brand. In addition, due to the wide variety of sauces, the social media connection to March Madness would continue to be enjoyable, as the loyalty fans feel towards their team has the potential to extend to the sauces or saucenalities Zaxby’s associates with them. As Zaxby’s has done tailgate tours in the past, we recommend continuing this as well, potentially providing new games for tailgaters to earn free food or continuing the blind sauce taste test - an activity in which consumers will improve as they get more familiar with the sauces as they grow in popularity. In addition, as consumers buy saucenality merchandise, it is recommended to expand the merchandise line to encourage continued buying.

Consumers love to learn about themselves and subsequently share this knowledge with the world. Knowing this, Zaxby’s can create social media content that links personality traits, behavioral habits, and peer groups to their saucenality.

Media As Zaxby’s continues to expand, it’s recommended to increase the geographic reach of the campaign, placing ad spots, little league partnerships, and tailgating events in new territories like Texas, Florida, and more of the Southeast. Television, online video, and magazine spots would be wise to continue to maintain a steady level of awareness, never allowing Zaxby’s to stray from top-of-mind. When breaking into new geographic markets, analyzing consumer habits and taking advantage of unique media buys, in order to more seamlessly ingratiate Zaxby’s into the community, is key. For example, as Zaxby’s stretches into Texas, Austin has a weirder and less traditional vibe than most cities, boasting popular street art. In this instance, creating relevant art installations or murals would make Zaxby’s seem like it better understood the community.

Zaxby’s should continue releasing Spotify playlists while the platform remains popular - songs need not relate to the saucenalities after the campaign’s end and could instead reflect music played in-stores or curated country music. As the sauce vending machines will not have a significant cost once purchased, we advise continuing to use these machines as a novel point of in-store engagement. It’d be wise to frequently update the featured quiz after the campaign ends in an effort to provide consumers with new content regularly.

New Merchandise

79


APPENDICES


APPENDIX A

BUDGET BREAKOUT

81


APPENDIX B

LINE ITEM BUDGET BREAKOUT Item

Instore Branded Toast To- Go Bags Tray Liners

:15 Television Spots Atlanta Jacksonville Birmingham Austin Raliegh Greenville Nashville Charlotte Outdoor Jacksonville,FL Birmingham, AL Nashville, TN Greenville, SC Raliegh, NC Charlotte, NC Austin, TX Atlanta, GA Billboards in Suburburn Markets Bus-Stops Houston Astros Jumbotron TN Titans Jumbotron Carolina Panters Jumbrotron Atlanta Braves Jumbotron ATL Falcons Jumbrotron JAX Jaguars Jumbostron Tampa Bay Rays Jumbotron Houston Texans Jumbtoron Magazines Wired Travel and Leisure Cosmopolitan Golf Digest Seventeen Magazine The Family Handyman Cycle World Outdoor Magazine Popular Science Forbes Southern Living Guerrilla Water Towers

82

#

Cost Per

Reach

1/store 500 bags @ $29.60 - for 801 Stores 1000 liners @ $22.55 - for 801 Stores

$64,000 500,000

$750,000 1271 Cost/Point

12 12 12 12 12 12 12 12

Month Month Month Month Month Month Month Month

-

Digital Digital Digital Digital Digital Digital Digital Digital

Billboard Billboard Billboard Billboard Billboard Billboard Billboard Billboard

12 Months 6 Months 6 Months 6 Months 6 Months 6 Months 6 Months 6 Months 6 Months Full Full Full Full Full Full Full Full Full Full Full

Page-6 Page-6 Page-6 Page-6 Page-6 Page-6 Page-6 Page-6 Page-6 Page-6 Page-6

Month Month Month Month Month Month Month Month Month Month Month

$625,000 $375,000 $250,000 $160,000 $125,000 $95,000 $375,000 $1,000,000 1,800,000 9,120,000 12,000,000 700,000 522,000 722,400 25,000,000 1,104,000 350,000 2,000,000 300,000 2,000,000 300,000 850,000 850,000 300,000 2,000,000

Ad Ad Ad Ad Ad Ad Ad Ad Ad Ad Ad

Total

2,800,000

6,124,000 6,700,000 2,830,179

$60,000 $54,000 $57,700 $36,000 $48,000 $36,000 $57,000 $38,000 $1,038,000 $40,000 $400,000 $400,000 $400,000 $400,000 $400,000 $400,000 $400,000 $400,000 $108,000 $122,250 $251,250 $26,000 $115,000 $49,875 $49,875 $70,320 $61,875 116,250 $169,868 $600,000


APPENDIX B

Item

#

Experiental Vending Machines

100 Vending Machines

Murals

Mural: Jacksonville,FL Mural: Birmingham, AL Mural: Nashville, TN Mural: Greenville, SC Mural: Charlotte, NC Mural: Raliegh, NC Mural: Austin, TX Mural: Atlanta, GA Special Events: Tailgate Tour Stop Special Events: Tailgate Tour Stop 1 - Oxford, MS Special Events: Tailgate Tour Stop 2 - Louisville, KY

1 1 1 1 1 1 1 1

Tour Tour Tour Tour Tour

Stop Stop Stop Stop Stop

Influencers

4 5 6 7 8

-

Knoxville, TN Columbia, SC Athens, GA Gainesville, FL Nashville, TN

Spotify Playlists PR Kit Social Youtube Promotions Facebook Posts (24 Sponsored Posts) Twitter Posts (8 Days of Promoted Tweets) Instagram Posts (16 Days of Sponsored Ads) Sponsered Lenses Snapchat Posts + 8 Geotags/Sponored Ads Buzzfeed Spotify Ads / partnership Pinterest

Digital Website App Paid Search Hulu (Streaming Ads @$30 CPM) Redirect.com (Native Advertising)

Reach Painting Materials + Artist's Payment

Event Event Event Event Event Event Event Event

1 Event 1 Event

Special Events: Tailgate Tour Stop 3 - Fayetteville, AR Special Events: Tailgate Special Events: Tailgate Special Events: Tailgate Special Events: Tailgate Special Events: Tailgate Influencer Marketing Influencer Marketing Influencer Marketing Influencer Marketing

Cost Per

Cost + IMG parking costs

1 Event

Post Post Post Post

+ + + +

1 Event 1 Event 1 Event 1 Event 1 Event Saucenality Quiz Saucenality Quiz Saucenality Quiz Saucenality Quiz

Total 400,000 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $2,600 $2,600

$2,600

Promotion Promotion Promotion Promotion

43,300 15,000 40,200 38,600 Paying Influencers for Social Media Promotion

200 Press Release Kits 24 Sponsored Ads 24 Sponsored Ads 8 Days of Promoted Tweets 16 days of Sponsored Ads 1 day of a Sponsered Lense 8 Geotags / Sponsored Ad 1 Sponsored Quiz 8 Branded Playlists Year Round Sponsored Posts and Boards

CPM = $7.60 CPM = $3.99 CPM = $4.00 CPM = $5.00 CPM = $30.00 CPM = $30.00 Cost = CPM = $12.50 CPM = $30.00

$100,000

200 Impressions

$2,000

39,473,684.00 75,187,969.00 75,000,000.00 147,600,000.00

$100,000 $300,000 $300,000 $300,000 $500,000 $738,000 $20,000 $150,000

666,666.00 4,000,000.00

2,000,000.00

Designer + Developer Designer + Developer Year Long Ad Run

$2,600 $2,600 $2,600 $2,600 $2,600 $20,000 $5,000 $20,000 $20,000

Use Redirect.com to purchase native ad spaces across digital platforms

$50,000

$5,000 $4,000 $6,000 $700,000 $300,000

83


APPENDIX B

LINE ITEM BUDGET BREAKOUT Continued Item

#

Sponsorships

Cost Per

Sporting Events $45 per person (prices vary by shirt size) $20 per person $50 per person $45 per person (prices vary by shirt size) $55 per person (prices vary by size) $20 per person (prices vary by size) - 1 per coach, 2 per family

Little league Jerseys (youth)

Little league hats (players & coaches) Little league jackets (youth) LL coach polos

LL coach jackets LL coach and family t-shirts

$90 per game (disposable. may need to be replaced)

LL Fan/family gear - Pom poms LL Fan/family gear - bags LL Fan/family gear - hats

$5 a piece $20 per person (2 per family)

LL Marketing: Team sponsorship cost (through league)

$750 per team

March Madness: Elite 8

Contingency

Total

Little League baseball teams based off sauscenality Designer + Print

$16,200

Designer + Print

$4,320

Designer + Print Designer + Print

5,000 Bags for Sale Online 20,000 Shirts bought in Bulk 15,000 Hats bought in bulk 4,000 pins bought in bulk 10,000 phone case and 1,000 Mugs 5% Contingency

$5,280

Designer + Print

$16,320

Order in bulk (for all needed colors) at the beginning of the season from spirit shop Designer + Print Designer + Print Reservation of sponsorship for team names given to chosen league

Designer Designer Designer Designer Designer A contingency budget is money set aside to cover unexpected costs throughout the campaign

+ + + + +

Print Print Print Print Print

Total x 0.05 TOTAL

84

$11,400 $18,000

Designer + Print

$4000 for outfield fence for all games and chanmpionships, $250 Designer, and present design and payment to chosen for batting circle, $250 for league banners near dugouts, $350 for scoreboard ads. No cost because we are using 8 saucinalties as instagram / Design Instagram Posts facebook / snapchat content

LL Marketing: Field advertisements

Merchandise Bag T-Shirts Hats Pins & Patches Phone Cases & Mugs

Reach

$3,240 $1,800 $14,400 $18,000

$14,550

$0

$10,000 $10,000 $10,000 $2,000 $5,000 $732,878.65 $15,690,452


IMC FLOWCHART Phase 1: AWARENESS

JAN

FEB

MAR

Phase 2: ENGAGEMENT

APR

MAY

JUNE

APPENDIX C

Phase 3: LOYALTY

JULY

AUG

Phase 4: ADVOCATION

SEPT

OCT

NOV

DEC

Microsite

$5,000

App

$4,000

Dizpenzers & In-Store Spotify Playlists Paid Search Billboards Water Towers March Madness Print TV + Video

$1,714,000 $150,000 $6,000 $1,464,700 $600,000 $0 $1,140,563 $3,705,000

Facebook Posts 1

$150,000

Instagram Posts 1

$150,000

Twitter Posts 1

$150,000

Pinterest Posts 1

$25,000

Merchandise

$37,000

Murals + Youtube

$112,000

Snapchat Lenses

$500,000

Influencers + PR Kit

$102,000

Little League MLB Jumbotrons Tailgate Tours Snapchat Geofilters NFL Jumbotrons Blog

$123,510 $1,200,000 $20,800 $738,000 $2,000,000 $0

Native Ads - Magazine

$300,000

Facebook Posts 2

$150,000

Instagram Posts 2

$150,000

Twitter Posts 2

$150,000

Pinterest Posts 2

$25,000 85


APPENDIX D

SOCIAL MEDIA PHASE 1 & 2 6/4

6/5

6/6

6/7

6/8

6/9

6/10

MON

TUES

WED

THURS

FRI

SAT

SUN

Facebook CALL TO ACTION: Quiz You do everything at 200% because you know no other way. You do your taxes then you do your neighbor’s taxes. You run a marathon to warm up for another marathon. Sound like you?

CALL TO ACTION: Quiz When Brad Paisley is the same saucenality as you & you start freaking out a little

CALL TO ACTION: Quiz Picture of Hot Lickin’ Licious Video Personality

CALL TO ACTION: Quiz Picture of Kicky Torchy Zesty Video Personality

CALL TO ACTION: Quiz You’re an enigma wrapped in a riddle. Growing up, you had posters of the Loch Ness Monster on the wall. You’ve listed Bigfoot as your biggest influence. Sound familiar?

Instagram CELEBRATION CELEBRATION Picture of Little League consumers at Update murals

Twitter CALL TO CALL TO ACTION: ACTION: Quiz Visit You’re a giant Picture of American flag someone swaying in the using in-store breeze above Dizpenzer the rev of a 700 horsepower combustion engine.

DEFINING VOICE Bad Sauce Pun

CALL TO ACTION: Engage When your town’s water tower just “gets” you

CALL TO ACTION: Quiz Sometimes do you take quizzes and wonder... what would Dwayne the Rock Johnson do?

Pinterest CALL TO ACTION: Engage Picture of consumers at murals

86

CALL TO ACTION: Purchase Stylized image of saucenality phone case

CELEBRATION CELEBRATION Picture of Little League jumbotron at Update MLB park


APPENDIX D

SOCIAL MEDIA PHASE 3 & 4 8/20 MON

8/21 TUES

8/22 WED

8/23 THURS

8/24 FRI

8/25 SAT

8/26 SUN

Facebook CALL TO ACTION: Engage Saucenality Horoscopes

ADVOCATION Image of consumers wearing saucenality merchandise

CALL TO ACTION: Visit Picture of in-store custom texas toast

ADVOCATION Image of consumers wearing saucenality merchandise

CALL TO ACTION: Engage Buzzfeed Quiz: Build your dream vacation & we’ll tell you what your saucenality is

Instagram CELEBRATION CELEBRATION College Tailgate Little League Tour Picture Update

Twitter CALL TO ACTION: Visit Picture of instore custom texas toast

CALL TO ACTION: Engage Saucenality Horoscopes

DEFINING VOICE Bad Sauce Pun

CALL TO ACTION: Engage Image of consumers wearing saucenality merchandise

CALL TO ACTION: Engage Ok but can someone please tell us what Beyonce’s saucenality is?

CELEBRATION CELEBRATION Tailgate Tour Little League Picture Update CALL TO ACTION: Engage Buzzfeed Quiz: Dream Vacation

Pinterest CALL TO ACTION: Share, Quiz The best dinner party dishes based on your sass level

CALL TO ACTION: Share, Quiz The perfect birthday gifts for every personality (or should we say *saucenality*) 87


APPENDIX E

SAMPLE PRESS RELEASE Zaxby’s Set to Incorporate New Influential Marketing Strategy At the beginning of this upcoming year, Zaxby’s is unveiling a new marketing campaign called “Saucenality.” Prompting consumers to take a quick personality test, “Saucenality” reveals the perfect sauce matches for each person according to their individual personality traits. The best part of this whole campaign? If you take the short quiz in-store, a machine will spit out your sauces for you at no cost! Considering Zaxby’s has been infamous for charging for extra sauces, we have decided to implement this strategy in order to please our loyal customers. We plan for customers to flock to our locations and partake in this new phase for the company. Zaxby’s representative Zack Johnson commented, “We want our customers to know that we are listening to them. According to research done by our strategy department, customers on social media have been complaining that a huge problem for them is the price that comes along with extra sauces. Our plan is to converge on this complaint and remedy it for our customers, giving them yet another reason to enjoy Zaxby’s.” This new strategy is expected to garner a lot of media attention. Aiming to gain more than 40,000 shares on Facebook, 35,000 tweets on Twitter, and 200,000 overall impressions, this is most likely going to be the biggest marketing strategy that Zaxby’s has ever implemented. In order to accomplish the attention we want, we have implemented a few supporting strategies: • Social media rebranding and uptake in order to further engage with customers in a personal and communicative way • Guerilla marketing to keep consumer eyes on us, instead of our direct and indirect competitors • Branding on specific Zaxby’s menu items to remind consumers that we are keeping them in mind during the fabrication of our products • Sponsorships that will recall our involvement with communities and families For more information, visit https://www.zaxbys.com Or, simply check out your nearest Zaxby’s and ask for more details.

88


APPENDIX F

PRIMARY RESEARCH SURVEY QUESTIONS Likert Scale (Agree - Disagree) • I consider myself a healthy individual. • I enjoy dining out. • I find it easy to eat healthy when dining out. • I find it easy to eat healthy when eating fast-food. • I tend to eat at the same fast food restaurant every time I go out. • I mainly eat fast-food because it’s convenient. • I enjoy eating fast-food with my family. • I enjoy eating fast-food with my friends.

Please rank the order in which you consider the following factors when deciding where to eat out: • Convenience • Price • Taste • Loyalty Rewards Programs • Customer Service • Restaurant Atmosphere • Kid’s Menu Options

Do you follow brands on social media? Yes/no

Would you pay extra money for sauce packets at fast-food restaurants? Yes/No

If yes, how many brands do you follow on social media? Scale 1-5+

Have you ever participated in Chick-fil-A’s “Cow Appreciation Day”? Yes/No/Not sure what that is

If yes, which brands do you follow on social media? __________ If yes, who did you attend the event with? _______ If yes, you follow brands on social media because… (check all that apply) • They’re entertaining • They’re unexpected • They’re funny or witty • They’re sassy • They post about current events • They’re up-to-date on pop culture • To receive updates/information • To receive discounts • To communicate my complaints • I do not follow brands on social media Do you engage with sponsored content online? This could include sponsored Buzzfeed quizzes, sponsored Instagram posts, or promoted Facebook posts. Yes/No/I don’t understand What time in the day do you most regularly order fast-food? • Breakfast (5a-11a) • Lunch (11a-3p) • Dinner (3p-9p) • Late Night (9p-5a)

Rank the order in which you’d go to these establishments. • Chick-fil-A • Raising Cane’s • Zaxby’s • Popeye’s • KFC • Bojangles Why did you rank a restaurant as your number one? _______ How many sauces do you think Zaxby’s offers? • 1-2 • 3-5 • 6-9 • 10+ Here are all the sauces they offer. Which of the following sauces have you tried at Zaxby’s? Check all that apply. • Zax Sauce • Ranch 89


APPENDIX F

• • • • • • • • • • • • •

Honey Mustard Zestable Dip Marinara BBQ Sweet & Spicy Original (buffalo-flavor) Wimpy Nuclear Teriyaki Hot Honey Mustard Tongue Torch Insane I have not tried any of these sauces

Are you open to trying new sauces? yes/no/I don’t like sauces If you have tried any of Zaxby’s sauces, are you more loyal to one sauce over another? Yes/No/I don’t like sauces Zaxby’s brand personality is…. __________ If I were to think of Zaxby’s as a celebrity, it would be.... • Kim Kardashian • Blake Shelton • Kristen Stewart • Jeff Foxworthy • Jay Z • Kate Middleton • Ellen DeGeneres • Jimmy Fallon • Britney Spears • Other: _________ • I’ve never been to Zaxby’s Likert Scale (Agree - Disagree) • I believe that Zaxby’s is fun. • I believe that Zaxby’s is family friendly. • I believe that Zaxby’s is involved in the community. 90

• • •

I can relate to the Zaxby’s brand. I would take my family to Zaxby’s. I would take my friends to Zaxby’s.

In two or three words, what makes Zaxby’s “different” compared to other chicken fast-food restaurants? When I think of Zaxby’s I feel… • Excited • Underwhelmed • Happy • Annoyed • Calm • Indifferent • Nostalgic • I’ve never been to Zaxby’s What’s your favourite thing to order at Zaxby’s? __________ What’s your favourite thing about Zaxby’s? • Decoration • Convenient locations • Customer service • Discounts • Cleanliness • Sauces • Coca-Cola Freestyle Machine • Community involvement • Menu variety • Kids’ options • Other ______ • I have never been to Zaxby’s What’s your least favourite thing about Zaxby’s? • Decoration • Convenient locations • Customer service • Discounts


APPENDIX F

SURVEY QUESTIONS

INTERVIEW QUESTIONS

(continued) • • • • • • • •

Cleanliness Sauces Coca-Cola Freestyle Machine Community involvement Menu variety Kids’ options Other ______ I have never been to Zaxby’s

Demographics Gender Male/ Female/ Other /Prefer not to say Race Hispanic/ Latino Black/ African American White Native American/ American Indian Asian/ Pacific Islander Mixed Race/ Bi Racial Other Age Range • 16-18 • 18-20 • 21-25 • 26-30 • 31-40 • 41-50 • 51-61 • 62+ Location

Company Culture • How would you personally define company culture? • Do you think Zaxby’s has a defined company culture? • If yes, how would you define it? • If no, do you think this location would function better with a defined company culture? Customer Habits • Do you see trends daily about the things that people order? • How often do you see people eating in versus taking out? • How popular are the Zaxby’s specific drinks? • Do you see many people drinking them? • Do you have to refill it often? Zax Sauce • Do you ever meet customers obsessed with Zaxby’s / Zax Sauce? • How often do people order extra sauce? • Do people ever get upset when a certain sauce is out? When told it costs extra? • What’s the typical standard for ordering extra sauce? Do you charge every time? Personal • Why are you obsessed with Zaxby’s? • On your days off, do you eat Zaxby’s? • If yes, why? (convenience, taste, etc.) If no, what do you like about…? • What do you think of when you step inside a Zaxby’s? • What do you think of the decorations inside Zaxby’s? • What do you think of when you think of Zaxby’s - your first initial thoughts? Staff + Customer Interaction • How does your staff typically interact with customers? • During training, how are you instructed to interact with customers? • In your training, what are you taught about the level of service that customers expect?

91


APPENDIX F OBSERVATION GUIDE • • • • • • • • •

How do the staff interact with customers? What do people order? Do people get extra sauce? Complain about paying for it? Do people get the special drinks? Refill them? Where to people sit? Who comes in? Are people alone or together? What times does the location look busiest? Breakfast, lunch, dinner, late night? Are people happy, relaxed, rushed, bored… How is the dynamic at the downtown Athens location different?

SOCIAL MEDIA ANALYSIS Crimson Hexagon Buzz Monitor Description: A buzz monitor uses keywords to search relative content on social media sites (including blogs) to visualize the conversations about the certain companies. Source Breakdown: A source breakdown is essentially just a breakdown of what social media sources are the most popular in terms of Zaxby’s conversation. When looking at Zaxby’s source breakdown, we see a large percent of the total conversation coming from Twitter (96%). This could stem from the fact that almost every Zaxby’s location has an individual twitter profile that posts community events and localized promotions. This could also come from the fact that Twitter sees 6,000 tweets per second (That’s around 200 billion tweets per year), so there is a variety of topics and discussions at all times. Spike Analysis: Throughout the time frame analyzed (January 1, 2015 - current date), there are several small spikes in conversation across all media sources. The date, March 15, 2017, saw a huge spike in conversation as compared to other dates. Upon further inspection, on March 14, 2017, a tournament table was created by a random Twitter user to parody a March Madness basketball bracket. The chicken tender tournament included 32 various restaurants that all serve chicken tenders (not necessarily chicken-primary restaurants). Twitter users could vote for their favorite tenders each week and at the end of each week, a winner would be chosen to move on to the next level and “face-off” against the next opponent until they reach the championship level.

RESEARCH SOURCES CONSUMER TREND RESEARCH 1. 10 States That Consume Too Much Fast Food : http://www.health.com/health/gallery/0,,20499198,00.html#want-fries-with-that--2 2. “America’s Fast-Casual Dining Boom is Over” https://www.bloomberg.com/news/articles/2017-06-01/chipotle-potbelly-qdoba-are-sinking-into-fast-casual-malaise 3. Fast Casual Nation https://www.washingtonpost.com/lifestyle/food/fast-casual-nation-the-movement-thats-changing-how-weeat/2017/08/28/23f6d710-86c5-11e7-961d-2f373b3977ee_story.html?utm_term=.27aa065c6a85 4. Millenials’ Dining Habits are Different: http://www.businessinsider.com/millennials-dining-habits-are-different-2015-3 92


APPENDIX G COMPETITOR RESEARCH 1. Zaxby’s Prices: https://order.zaxbys.com/ 2. Chicken Industry: https://www.franchisechatter.com/2014/08/04/franchise-chatter-guide-chicken-franchise-brands-old-and-new-have-the-wholeindustry-clucking/ 3. Chick-fil-A History: https://www.chick-fil-a.com/About/Who-We-Are 4. Chick-fil-A Prices: http://www.fastfoodmenuprices.com/chick-fil-a-prices/ 5. Cane’s Prices: http://www.fastfoodmenuprices.com/raising-canes-prices/ 6. Popeye’s Prices: http://www.fastfoodmenuprices.com/popeyes-prices/ 7. KFC’s Prices: http://www.fastfoodmenuprices.com/kfc-prices/ 8. Chick-fil-A 2014 Media Spending: http://www.businessinsider.com/why-chick-fil-a-is-so-successful-2016-5 9. Cane’s Website: https://www.raisingcanes.com/quality-statement 10. Cane’s Locations: https://www.raisingcanes.com/restaurant-locations 11. Cane’s History: https://en.wikipedia.org/wiki/Raising_Cane%27s_Chicken_Fingers 12. State of the Fast-Casual Industry https://www.fastcasual.com/articles/whats-the-state-of-the-fast-casual-industry-2 13. Fast-Casual Industry: https://www.franchisehelp.com/industry-reports/fast-casual-industry-report/ 14. Cane’s Commercial 2013: https://www.youtube.com/watch?v=Tjiqj7Q3Y-U 15. Cane’s Commercial 2016: https://www.youtube.com/watch?v=_Rg0bVepmjQ 16. Cane’s Distribution: https://www.redbooks.com/advertiser/RAISING_CANES_USA/ 17. Chick-fil-A Consumers: https://www.forbes.com/sites/scottdavis/2013/12/16/chick-fil-as-raving-fans-growth-strategy/#7a2311581fb5 18. Chick-fil-A Millennial Moms https://www.inc.com/larry-kim/chick-fil-as-ridiculously-awesome-strategy-to-attract-millennial-moms.html 19. Chick-fil-A History: https://www.cnbc.com/2016/06/15/how-chick-fil-a-went-from-cult-favorite-to-fast-food-behemoth.html 20. Popeye’s History https://popeyes.com/our-story/ 21. Burger King & Popeye’s: http://money.cnn.com/2017/02/21/investing/restaurant-brands-burger-king-popeyes-acquisition/index.html 22. Popeye’s History: http://company.popeyes.com/company/about-popeyes/ 23. Popeye’s 2015 Report: http://company.popeyes.com/wp-content/themes/popeyes_company/annual_reports/2015/assets/popeyes-2015ar.pdf 24. Popeye’s Brand: http://infoscout.co/brand/popeye 25. Popeyes Advertising: https://www.nytimes.com/2014/08/04/business/popeyes-offers-chicken-with-its-own-playlist.html?_r=0 26. KFC History: https://www.kfc.com/about/how-kfc-makes-chicken 27. KFC History: https://www.kfc.com/about 28. KFC Responsibility: https://www.kfc.com/about/responsibility 29. KFC Advertising: http://www.wilsonrebranding.com/2017/08/15/kfc-not-clucking-around/ 30. KFC Consumers: https://storify.com/mjin1/kfc-market-trends 31. Popeye’s History: https://www.bojangles.com/about-us/ 32. Popeye’s Growth: http://www.charlotteobserver.com/news/business/article65293552.html ZAXBY’S RESEARCH 1. SWOT: http://www.mbaskool.com/brandguide/food-and-beverages/14171-zaxbys.html 2. Zaxby’s Dining Experience: https://www.zaxbys.com/media/1231/zaxbys-farmhouse-design-grand-opening-release.pdf 3. Franchise: http://www.franchise.org/zaxbys-franchising-llc-franchise 4. Franchise: https://www.fastcasual.com/articles/how-zaxbys-plans-on-becoming-a-household-name/ 5. Promotions: https://www.zaxbys.com/zax-club/ 93



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