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SONIC Drive-In Media Plan

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MEDIA PLAN
Stark Creative
Hannah Alkadi, Austin Fontenot, Austin Jackson, Samantha Ramey, Elizabeth Yoast

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1.
INTRODUCTION
Get to know the brand

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“Today, SONIC is the largest chain of
drive-in restaurants in America.

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Sonic Drive-In Media Plan
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SONIC Drive-In Media Plan

  1. 1. MEDIA PLAN Stark Creative Hannah Alkadi, Austin Fontenot, Austin Jackson, Samantha Ramey, Elizabeth Yoast
  2. 2. 1. INTRODUCTION Get to know the brand
  3. 3. “Today, SONIC is the largest chain of drive-in restaurants in America.
  4. 4. QUICK FACTS ▷ Averages 3 million customers a day ▷ Known for shakes, drinks, and traditional American food ▷ Located in 44/50 states in the US ▷ 22% jump in profits in the last year ▷ Has a secret chain called……?????
  5. 5. SONIC BEACH A restaurant in only five locations of the United States. Same menu — plus alcohol.
  6. 6. STRENGTHS ● unique: carhops, waiters on roller skates ● able to call carhop for any reason (i.e, anything missing) ● happy hours and deals ● can enjoy the privacy of your own car OPPORTUNITIES ● expanding SONIC Beach to more beach cities ● intimate social media following, strengthen it ● can market to an older audience with alcohol WEAKNESSES ● makes your car messy ● variable performance in colder areas ● unhealthy food ● have to drive there THREATS ● McDonald’s expanding menu ● at-home delivery food like pizza or Chinese food ● easy food like Hamburger Helper
  7. 7. 2. EXECUTIVE SUMMARY Target audience, ad messages, and geographic emphasis
  8. 8. Mid-20s, college students enjoying their vacation ▷ Will be enjoying their spring/summer/fall break at a beach with their friends ▷ Undergraduate and graduate ▷ Legal age to drink TARGET AUDIENCE We’re taking a risk here. ▷ The most supportive consumers are 35+, but we know that their support is secure. ▷ We want to expand SONIC Beach’s reach to a younger audience more likely to socialize and mingle.
  9. 9. AD MESSAGES The Beach ▷ Scenic view ▷ Parties, socializing, volleyball, games ▷ Small snacks, picnics, for anyone of every age. Out of the Car ▷ We want to try and get SONIC out of the car. ▷ Focus on the people you talk to. Cool Drinks ▷ People are looking to cool off. ▷ Ice cream, slushies, and especially alcoholic drinks for cheap.
  10. 10. GEOGRAPHIC EMPHASIS
  11. 11. GEOGRAPHIC EMPHASIS
  12. 12. 3. SITUATION ANALYSIS Company, Consumer, Product, Market, Competition
  13. 13. SITUATION ANALYSIS Company ▷ More than 3500 locations ▷ Over 1 MILLION fountain drink and slush combinations ▷ Personal carhop service Consumer ▶ Most residing in the South of the United States. ▶ Late teens and young adults. ▶ Brand conscious and appreciate the classic American roots Market ▷ South-Southeast, specifically Texas. ▷ We chose five popular beach locations and the largest populations within them
  14. 14. SITUATION ANALYSIS, II Product ▷ Fast food that redefines convenience. ▷ Largest selection of drinks and shakes. ▷ Daily deals to encourage consumers to come get a cheap bite to eat. Competition ▷ Burger and Fries — McDonald’s, Burger King, and Wendy’s ▷ Delivery Food — Pizza, Chinese, Jimmy Johns ▷ Quick Food — Frozen food, Hamburger Helper, ramen noodles
  15. 15. 4. MEDIA STRATEGIES Budget and Scheduling
  16. 16. Comparing the Budgets ● McDonald’s Overall Spending (000) → 559495.1 ● Sonic Drive-In Overall Spending (000) → 148267.1 ● McDonald’s Spending Broken Down (000) McDonald’s Network TV Spending → 307592.6 McDonald’s Cable TV Spending → 148786.2 McDonald’s Social Spending → 315.7 McDonald’s OOH Spending → 200.5 ● Sonic Drive-In’s Spending Broken Down (000) Sonic Drive-In’s Network TV Spending → 23385.9 Sonic Drive-In’s Cable TV Spending → 92608.1 Sonic Drive-In’s Social Spending → 198.2 Sonic Drive-In’s OOH Spending → N/A
  17. 17. Proposed Budget ● Sonic DRIVE-IN Overall Spending (000) → 148267.1 ● Sonic BEACH Overall Spending (000) → ____________? ○ Proposed Budget → 30500.5 Sonic Beach Network TV Spending → 16775.2 Sonic Beach Cable TV Spending → 7930.2 Sonic Beach Social Spending → 3965.3 Sonic Beach OOH Spending → 1830.3
  18. 18. SPRING BREAK It’s time to show off those beach bods and live it up. FALL BREAK It's time to enjoy the beach one last time before it gets cold. SUMMER BREAK Man it’s hot today. I got it. Let’s go to the beach! S C H E D U L I N G
  19. 19. 5. MEDIA TACTICS Media Selection
  20. 20. Media Vehicles Television ■ MTV / MTV2 ■ VH1 ■ Local Channels Radio ■ Long Beach ○ KIIS fm ■ Santa Barbara ○ KCRW ■ Gulf Shores ○ WABW ■ Myrtle Beach ○ WNOK ■ Jersey Shore ○ Z100 ★ During weekends. Internet / Social ■ Twitter ■ Instagram ■ Snapchat ■ Beach Websites ★ Social Media Campaign needs to be improved
  21. 21. Media Vehicles, pt II Magazine ■ Local Magazines ■ College Campus Magazines ★ Minimum Billboard ■ Along highways that lead to the beaches. Non-traditional ■ murals along beach walls ■ chalk drawings on sidewalks ■ brand ambassadors ■ pedicabs ■ airplane banners
  22. 22. 6. FLOWCHART Total cost
  23. 23. Spend more during our prime beach months. March for spring break, June, July and August for summer break and October for fall break.
  24. 24. 7. APPENDIX Mockups and Sources
  25. 25. SOCIAL MEDIA
  26. 26. BILLBOARDS
  27. 27. NON-TRADITIONAL
  28. 28. Appendix SONIC Company Information ● https://corporate.sonicdrivein.com/Profile/Background ● https://corporate.sonicdrivein.com/Profile/FactSheet ● http://ir.sonicdrivein.com/releasedetail.cfm?ReleaseID=840772 ● http://www.fastfoodmenuprices.com/sonic-prices/ ● https://www.sonicdrivein.com/menu ● https://www.sonicdrivein.com/legal Reports ● What Sonic gets that McD’s doesn’t http://www.washingtonpost.com/news/wonkblog/wp/2015/01/09/what-sonic- gets-that-mcdonalds-doesnt/ ● http://nrn.com/beverage-trends/sonic-introduces-new-soda-line ● Melnick, M. (2011). Fast Food’s Biggest Customer: Not the Poor, But the Middle Class. ● Newman (2012). http://images.burrellesluce.com/image/2080C/2080C_13103 ● Smith (2012) http://www.qsrmagazine.com/growth/sonic-rebound?microsite=9341 Social Media ● Simmons OneView ● Crimson Hexagon
  29. 29. We’ll see you at the beach.

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