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Sonic - Dream Team

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by

Ariel Rosenberg

on 16 December 2013

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Transcript of Sonic - Dream Team

Time Period: May-August
Targets: Millenial Movers and Alpha Moms
Markets: Core and Developing
Use Social Media to Determine Geographic Locations
Further Utilize Social Media to Give Clues About Specific Location
Increase Brand Ambassadors
Creates Engagement Across Channels
Understanding "Millennial Movers"
Agenda
Competitive Perceptions
Competitive Analysis
Introduction
Consumer Insights
Video Media
To Conclude...
The Media Strategy to Reach Them



Want to be valued


Primary Need Addressed:
Creating & maintaining an authentic relationship with them


Our Media Strategy
Media Plan For SONIC Restaurants
A Presentation By:
Paul Gioeli, Jeremy Grant, Erica Ozolins,
Gianna Passarelli & Ariel Rosenberg

Understanding the "Alpha Mom"
Who is our Target Market?
Media Plan Breakdown
Out of Home
Time Period: March – August
Target: Millennial Movers
Markets: New & Developing
Deploy 2,000 Beach Balls at Each Festival
4 Festivals = Exposure to 1.375 Million People
Each Festival Promotes a Different Product
High Level of Engagement
User Generated Content


Ice Cream Trucks

Traditional Video Media
Festival Beach Balls
Print Media
Digital & Social Media
Mobile Strategy
Consumer Insights

Competitive Analysis

Budget Allocation

Media Plan Breakdown

Conclusion
Our Approach:
Develop the optimal media strategy that will allow Sonic to establish a sustainable competitive advantage in the QSR frozen treat market



Want to be provided with value


Primary Need Addressed:
Supporting them in supporting their families
Radio Strategy
Who is our competition?
Who Are They?

Constantly Moving

Dedicated Mother

Health Conscious

Social Connectors
Who is She?
Both segments can be properly served through
engagement
Our Media Strategy

Video
Digital
OOH



Print
Digital
"Fan Food not Fast Food"
munchie meals
CA and TX
OK and TX
Social Video Media
Goal:
Create Buzz and Engagement Through Video Media
Goal: Generate Engagement Through Non-Traditional Marketing
Sources: MRI
Millennial Movers
Alpha Moms
National
Regional
Alpha Moms
Lifestyle
Home & Epicurean
Parenting
Entertainment
Cosmo
People
Better Homes and
Gardens
Parents
"People copy what I wear and do" (130)
"I would buy the same products as celebrities" (116)
"Home decor is important to me" (111)
"I want to provide my kids with things I didn't have" (112)
Source: Simmons Fall 2011
14% more likely than the average population to use magazine as a main source of entertainment
Create Engagement Through Consumer Involvement
Vine Competition & Famous "Viners"
2/3
of the world’s mobile data traffic will be video by 2017
Five tweets per second
contain a Vine link
YouTube Commercials
Shazam
Viggle
3.062 million registered users
Alpha Moms
Millennial Movers
93% of millennials read a magazine in past 60 days
Magazine (II) 124
Even the busiest moms read 4.1 magazines per month

Magazine (I) 123
Millennial Movers
Sources: Viggle
Tech
Lifestyle
Sports
Viggle is an app that listens to a user's TV and checks them into whatever they are watching. Once they are checked in, they begin earning points!
More than 375 million users
Shazam offers second-screen interactions that allows customers to find out more information after commercials
Source: Shazam
Sport's Illustrated 140
ESPN The Magazine 196
GQ 172
Over 6 billion hours of video are watched each month on YouTube
According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network

Source: MRI+ Fall 2012
Sources: Statistic Brains, YouTube
Game Informer 219
Potential Difficulties Due to Lack of Engagement
Increase Television Distribution With More Relatable Channels for Ice Cream & Target Market
Television Times
Primetime - 107
Daytime - 101
Television Networks
ABC Family-126
Adult Swim-134
CMT-148
Comedy Central-120
E!-138
ESPN U-140
ESPN -122
FSN-123
Fuel-161
FX-122
MTV-116
Nick@Nite-149
ABC Family-126
Cartoon Network-132
Disney Channel-125
DIY-139
E!-138
Food Network-115
HGTV-131
Lifetime-125
NickJr-149
Style-128
TLC-129
Showtime-120
Millennial Movers
Alpha Moms
"I Listen to Radio
Everyday" (104)
"I Rely on Radio to Keep Me Informed" (103)
Strategy 1
Read Texts/Posts From Various Social Media Live On Air
"When I"m in The Car, I Always Listen to Radio" (101)
Higher Price
Lower Price
More Associated with Frozen Treats
Less Associated with Frozen Treats
Overall Key Insights
TV Attitudes
Find TV ads interesting (123)
Enjoy watching kids TV shows with their kids (114)
Find TV ads interesting (123)
Disagree that TV ads are annoying (116)
Alpha Moms
Millennial Movers
58% of millennials watch TV in spare time
Reality TV shows win big
"Alpha Moms"
31-49
"Millennial Movers"
18-30
Millennial Movers
Key Outlets: Twitter & Instagram
"Generation Me"
Small Actions, Big Impact
Widen Impact of Millennial Marketing Events
Alpha Moms
Key Outlet: Blogs
Main Digital Outlet for Moms
Heavily Concentrated in Food/Recipes

-> Sonic Sponsored Frozen Treat Recipes
User-Generated Content
Strategy:
Community Building
Strategy:
Reaching Both Segments

Desire Uniqueness

Socially Responsible

Fast-Food Enthusiasts

Heavily Digitalized



Why Are They Important?

Why is She Important?
Networking Ability

Social Influencers

Primary Decision Maker
"Now That's Better"
"I'm Lovin' It"
"Late Night"
"Eat Like You Mean It"
West Coast and East Coat
Spend Big on Food

Loyal

Social Influencers

Auditory Password For Discounts Heard on Air
Strategy 2
Goals:
1) Generate Awareness 2) Distribute Promotions 3) Support Other Media Channels


Increase Consistency and Localization Across Franchises' Facebook Pages
-> Marketing Deck With Static & Dynamic Marketing Materials
Millennial Movers vs. Alpha Moms

Engagement

QSR Competition

Increase Awareness of Frozen Treats
Key Outlets for Millennial Movers
Key Outlets for Alpha Moms
Time Period: May-August
Monthly
Targets: Millennial Movers and Alpha Moms
Use Social Media to Determine Movies
Creates Engagement Across Channels
Drive-In Movies on The Beach
Key Monthly Overview
Insights on Frozen Treats
Milkshakes:
March & April
Blasts:
May & June
Cones:
July
Slushies:
August
The Objective:
Increase SONIC's ice cream sales by 50% in the next 5 years
Goal
: Provide an Outlet for Reciprocal Communication
Facebook
Mobile App Advertising
Pandora:
140+ million mobile users
7-8 interactions per hour
advertised with visual & audio

Snapchat:
26 million users
utilize new "Story" feature
creates urgency
high engagement
SONIC Mobile App
"Make My Shake " App
Create-Your-Own or Suggested
Highlights menu variety
Entertains & informs
Provide SONIC with feedback on popular frozen treats
Goals:
Increase consumer interaction with SONIC
Key Monthly Overview
March
: Kick-Off

April
: Strong Digital for Alpha Moms

May
: College & ice cream trucks

June
: Full-On Summer

July
: Festivals & Celebrations

August
: End of summer

Marketing Metrics
To Conclude...
THANK YOU!
VIDEO:
Click through rate of Youtube or online ads
Vine Submissions
Vine views, vine likes, vine shares….
Shazaam Tags
Viggle Interactions
Mentions, Tags, Hashtags

OOH:
Total Festival Attendance
Mentions, Tags, Hashtags
Interactions before, during, and after each “event”

MOBILE:
Click through rates on Pandora
Redemption rates of Snapchat codes
Sonic App downloads
Sonic App Monthly active users
Sonic App Daily active users

PRINT:
Coupon redemption rates
CPM
Total paid and verified subscriptions
Newstand sales
Keep track of coupons redeemed with codes
Hashtags mentions on social media
Limeades for Learning promotion turnout

RADIO:
Interactions (through #SonicSpeaks, etc.)
Audio Coupon redemption rates

Full transcript