video
Beat hunger.
#REFUEL.
Zoe Brook
Eileen Chen
Julia Howe
Ari Soberano
Paul Vaillancourt
We are

Ad dis agency
AGENDA
CURRENT SITUATION
INTEGRATED MARKETING COMMUNICATIONS
IMPLEMENTATION
Current situation
20 years ago MARKET LEADER
now • 

+
have
drowned the company’s
communications
•  “Oh Canada” campaign i...
Communication objectives
1
2
3
4

Create excitement around the brand
Become top-of-mind
Increase recall as “sandwich for l...
State of the industry:
chilled and deli meat
State of the industry: sandwich
Channels of Distribution

8% 4%
8%

Supermarkets
Independent Retailers
Convenience Stores
...
Mr. sub: past brand values
freshness
Canadian
heritage

WEAK ASSOCIATIONS

BORING + STALE
Competitive analysis
Competitive analysis
Mr. sub: new brand values
DIVERGING FROM
AUTHENTICITY
HEARTINESS

FRESH

HEALTHIER
GOURMET
“DIET”
DIFFERENTIATION
FROM COM...
The
campaign
IMC: #REFUEL
SALES PROMOTION

ADVERTISING

DIGITAL

DIRECT MARKETING

PUBLIC RELATIONS

PERSONAL SELLING
IMC: BRAND MESSAGE
“beat hunger. Refuel with mr. sub”
• Consumer self-interest
Rational appeal
• Motivation of hunger
IMC: BRAND MESSAGE
Beat hunger
refuel
earty
h
value
HENTIC
AUT

Nodes in the
consumer’s mind
after the #Refuel
campaign
IMC: brand story
IMC: brand story
IMC: brand story
IMC: brand story
IMC: brand story
PUBLIC
RELATIONS
Main activities
The Beat Hunger
Team Vote

The Hearty
Sandwich Contest

Random Refuel

The ReFuel Road
Trip

The Crash
objectives
Engage consumers
build excitement
Communicate message
Drive home heartiness + authenticity
Team contest:

December to January

TEAMS SUBMIT TO BE CHOSEN AS THE
“BEAT HUNGER TEAM”

Customers vote on Facebook
Create...
Sandwich contest:
Generate excitement
build “heartiness” node

January

Localized sandwich names
Participation + authentic...
Sandwich contest:

January
02 Jan

02 Jan
The road trip:

LIVE TWEETING
THE WHOLE WAY

BUILD EXCITEMENT AND
RECOGNITION

February

P.O.D. FROM
COMPETITORS
RANDOM REFUEL
Hearty and authentic
Goodwill and positive
associations towards mr.
sub

February
RANDOM REFUEL

February

Brand values:
#randomrefuel #beathunger
Consumer interaction with
#payitforward
The crash

End of February

Mild violence =
target market

SYMBOL OF MR. SUB’S REVITALIZATION
#REFUEL food truck will cras...
Food trucks

June to august

10 food trucks
• 
• 
• 
• 

Cities with mr. sub locations
Metropolitan areas
Lunch hour
Featu...
Food trucks
digital
digital
Shareability + measurement

#refuel #refuelroadtrip
#beathunger #randomrefuel
Vine vs. instagram
40M users
Participation
rates

130m users
Avg. number of
followers
Facebook vs. twitter
PLATFORM FOR CONTESTS

Real-time Road trip

RICHER CONTENT

Strongest interaction
between brand and c...
advertising
Advertising on public transportation

OBJECTIVE:
FREQUENCY
Call to action:
follow the
journey

Message:
refuel
Public transportation metrics
TTC Ad Rates
Impressions/week
# of posters
reach

Bus Interior (11” x 35”) Subway interior (...
TV SPOT: HOCKEY DAY IN CANADA

30-second TV spot
Communications expenditures
$225k

Fleet of 10 food trucks

$350k

public transportation

$425k

Tv spot production + medi...
step-down analysis
$1,074,222
profit
$4,296,888
revenue
716,148 unit
sales
5,967,900
target market

Population based on ta...
Financial implications
Financial Indicators

Metrics

Potential retail revenue

$1,074,222

Forecasted costs

$1,000,000

...
implementation
Implementation timeline
1ST QUARTER
December 2013
Refuel digital
campaign begins

2ND QUARTER
march 2014

3RD QUARTER
June...
Communications strategy
COMMUNICATION
VEHICLE

FREQUENCY

TARGET AUDIENCE

COMMUNICATION
OBJECTIVE

1x
(January 18th)

Hoc...
Media plan

RECALL à FREQUENCY

Mr. Sub Refuel Campaign 2013-14
Month

December January February March

April

May

June
...
Media Patterns
Reach

Digital
Television Spot
Public Transportation
PR: Food Trucks

Dec 2014
Nov 2013

June 2014
Time
Media
Carry-over 6 months between start of communications
effects and purchasing opportunity
Wear-out
effects

Marketing c...
Measurement
16-39 years old living in Canada
PRE-TEST: NOVEMBER 2013

POST-TEST: DECEMBER 2014

1.  List the first 5 sandw...
Measurement
Company-wide

Post-campaign

Increase in market share
Increase in dollar sales
Overall revenue
ROI per communi...
Measurement

Post-campaign

Digital
Facebook:
•  Increase in Facebook likes
•  Number of interactions (comments)
•  Number...
Thank you
For
#refueling
with us!
Advertising Management Final Project: IMC for Mr. Sub
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Advertising Management Final Project: IMC for Mr. Sub

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Presented on December 3rd, 2013, this final project of an integrated marketing communications strategy for Mr. Sub was conducted by Ari Soberano, Zoe Paris Brook, Julia Howe, Paul Vaillancourt and I. As a result of this presentation, top marks were given to our team for the class.

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Advertising Management Final Project: IMC for Mr. Sub

  1. 1. video
  2. 2. Beat hunger. #REFUEL. Zoe Brook Eileen Chen Julia Howe Ari Soberano Paul Vaillancourt
  3. 3. We are Ad dis agency
  4. 4. AGENDA CURRENT SITUATION INTEGRATED MARKETING COMMUNICATIONS IMPLEMENTATION
  5. 5. Current situation 20 years ago MARKET LEADER now •  + have drowned the company’s communications •  “Oh Canada” campaign is not working
  6. 6. Communication objectives 1 2 3 4 Create excitement around the brand Become top-of-mind Increase recall as “sandwich for lunch” Drive conversion from subway
  7. 7. State of the industry: chilled and deli meat
  8. 8. State of the industry: sandwich Channels of Distribution 8% 4% 8% Supermarkets Independent Retailers Convenience Stores 15% Specialist Retailers 65% Other
  9. 9. Mr. sub: past brand values freshness Canadian heritage WEAK ASSOCIATIONS BORING + STALE
  10. 10. Competitive analysis
  11. 11. Competitive analysis
  12. 12. Mr. sub: new brand values DIVERGING FROM AUTHENTICITY HEARTINESS FRESH HEALTHIER GOURMET “DIET” DIFFERENTIATION FROM COMPETITION
  13. 13. The campaign
  14. 14. IMC: #REFUEL SALES PROMOTION ADVERTISING DIGITAL DIRECT MARKETING PUBLIC RELATIONS PERSONAL SELLING
  15. 15. IMC: BRAND MESSAGE “beat hunger. Refuel with mr. sub” • Consumer self-interest Rational appeal • Motivation of hunger
  16. 16. IMC: BRAND MESSAGE Beat hunger refuel earty h value HENTIC AUT Nodes in the consumer’s mind after the #Refuel campaign
  17. 17. IMC: brand story
  18. 18. IMC: brand story
  19. 19. IMC: brand story
  20. 20. IMC: brand story
  21. 21. IMC: brand story
  22. 22. PUBLIC RELATIONS
  23. 23. Main activities The Beat Hunger Team Vote The Hearty Sandwich Contest Random Refuel The ReFuel Road Trip The Crash
  24. 24. objectives Engage consumers build excitement Communicate message Drive home heartiness + authenticity
  25. 25. Team contest: December to January TEAMS SUBMIT TO BE CHOSEN AS THE “BEAT HUNGER TEAM” Customers vote on Facebook Creates excitement and authenticity
  26. 26. Sandwich contest: Generate excitement build “heartiness” node January Localized sandwich names Participation + authenticity Only available at lunch time Cement mr. sub as lunch option 3 months only during lunch hours Perceptions of urgency; drives purchase
  27. 27. Sandwich contest: January 02 Jan 02 Jan
  28. 28. The road trip: LIVE TWEETING THE WHOLE WAY BUILD EXCITEMENT AND RECOGNITION February P.O.D. FROM COMPETITORS
  29. 29. RANDOM REFUEL Hearty and authentic Goodwill and positive associations towards mr. sub February
  30. 30. RANDOM REFUEL February Brand values: #randomrefuel #beathunger Consumer interaction with #payitforward
  31. 31. The crash End of February Mild violence = target market SYMBOL OF MR. SUB’S REVITALIZATION #REFUEL food truck will crash into “boring and stale” Mr. Sub location in Yorkville
  32. 32. Food trucks June to august 10 food trucks •  •  •  •  Cities with mr. sub locations Metropolitan areas Lunch hour Featuring CITY’S sandwich contest winner
  33. 33. Food trucks
  34. 34. digital
  35. 35. digital Shareability + measurement #refuel #refuelroadtrip #beathunger #randomrefuel
  36. 36. Vine vs. instagram 40M users Participation rates 130m users Avg. number of followers
  37. 37. Facebook vs. twitter PLATFORM FOR CONTESTS Real-time Road trip RICHER CONTENT Strongest interaction between brand and consumer DRIVES PARTICIPATION Keeps brand top-of-mind recognition and recall Conversion from subway
  38. 38. advertising
  39. 39. Advertising on public transportation OBJECTIVE: FREQUENCY Call to action: follow the journey Message: refuel
  40. 40. Public transportation metrics TTC Ad Rates Impressions/week # of posters reach Bus Interior (11” x 35”) Subway interior (11” x 35”) 8709 8034 3325 2693 48% 40% frequency 41.7x 45.5x 4-week cost ($000s) Cost per poster Total cost $50 $50 $216,250 $67 $25 $134,300
  41. 41. TV SPOT: HOCKEY DAY IN CANADA 30-second TV spot
  42. 42. Communications expenditures $225k Fleet of 10 food trucks $350k public transportation $425k Tv spot production + media buy $1 million Public Relations 23% Public Transportation 35% Television 42%
  43. 43. step-down analysis $1,074,222 profit $4,296,888 revenue 716,148 unit sales 5,967,900 target market Population based on target market of males in Canada aged 15-39 based on Statistics Canada Assume we can reach 12% of the target market Assume average price of a sub is $6.00, therefore profit is $1.50/sub
  44. 44. Financial implications Financial Indicators Metrics Potential retail revenue $1,074,222 Forecasted costs $1,000,000 ROI 7.42%
  45. 45. implementation
  46. 46. Implementation timeline 1ST QUARTER December 2013 Refuel digital campaign begins 2ND QUARTER march 2014 3RD QUARTER June 2014 Refuel road trip continues Launch food trucks 4TH QUARTER September to November 2014 Execute January 2014 July 2014 April 2014 contingency plan Tv spot launch + Begin setup and Measure sales + Prepare road configuration of Launch closing increase trip launch food trucks social media august 2014 campaign May 2014 Begin production February 2014 Public transport of final social Measure TV campaign in 3 media campaign reach + launch cities road trip
  47. 47. Communications strategy COMMUNICATION VEHICLE FREQUENCY TARGET AUDIENCE COMMUNICATION OBJECTIVE 1x (January 18th) Hockey enthusiasts Brand awareness 3 months Drive traffic commuters to digital + inform 1-3x/day General public 3-5/day Brand awareness General public participation 1-3/day SPECIFIC MESSAGE General public refuel
  48. 48. Media plan RECALL à FREQUENCY Mr. Sub Refuel Campaign 2013-14 Month December January February March April May June July August                               September October November Public Relations Refuel Road Trip Refuel Food Trucks   Digital Facebook Twitter Vine Instagram                                             Advertisement TV Spot on CBC Hockey Day in Canada Public Transport                
  49. 49. Media Patterns Reach Digital Television Spot Public Transportation PR: Food Trucks Dec 2014 Nov 2013 June 2014 Time
  50. 50. Media Carry-over 6 months between start of communications effects and purchasing opportunity Wear-out effects Marketing communications does not stop Until after food trucks Recency Theory Ex: public transportation advertisements
  51. 51. Measurement 16-39 years old living in Canada PRE-TEST: NOVEMBER 2013 POST-TEST: DECEMBER 2014 1.  List the first 5 sandwich brands that come to mind (recall) 2.  What words come to mind when you think of Mr. Sub? 3.  What words come to mind when you think of Subway? 4.  What are the top 5 places you would go to for lunch? 5.  How many times have you visited a Mr. Sub in the past month?
  52. 52. Measurement Company-wide Post-campaign Increase in market share Increase in dollar sales Overall revenue ROI per communications piece, and overall Increased traffic per store Public relations Food trucks: •  # of customer visits •  $ sales/hour Random refuel: •  # sandwiches given away advertising TV Spot •  Number of impressions •  % difference between forecasted and actual number of impressions •  Cost per thousand Public Transportation •  Number of impressions •  Cost per thousand
  53. 53. Measurement Post-campaign Digital Facebook: •  Increase in Facebook likes •  Number of interactions (comments) •  Number of interactions per contest (Sandwich-choosing) Twitter •  Increase in followers •  Number of tweets using #refuel in Canada Vine •  Increase in followers •  Number of views •  Average number of likes per picture Instagram •  Increase in followers •  Average number of likes per picture Website •  Number of impressions over time •  # of visitors, and % increase in visitors •  Duration of stay
  54. 54. Thank you For #refueling with us!
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