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.
8. State of the industry: sandwich
Channels of Distribution
8% 4%
8%
Supermarkets
Independent Retailers
Convenience Stores
15%
Specialist Retailers
65%
Other
9. Mr. sub: past brand values
freshness
Canadian
heritage
WEAK ASSOCIATIONS
BORING + STALE
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. 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
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. Food trucks
June to august
10 food trucks
•
•
•
•
Cities with mr. sub locations
Metropolitan areas
Lunch hour
Featuring CITY’S sandwich contest winner
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
40. Advertising on public transportation
OBJECTIVE:
FREQUENCY
Call to action:
follow the
journey
Message:
refuel
41. 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
43. 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%
47. 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
49. 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
51. 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
52. 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?
53. 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
54. 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