Media Relations Plan: Corporate Branding


Published on

Example of a media relations plan for the expansion of a popular burger chain.

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • In 1986 5 guys was founded and named after Jerry Murrel and his four sons We ARE a family friendly burger chain Philosophy: Focus on a few items and serve them to the best of our ability As Murrel would say “At Five Guys…” This philosophy has helped us build a positive reputation for being a family friendly chain with quality food We have leveraged this reputation into building a strong east coast presence You can see in the timeline before… Our plan is now to expand across the West Coast To tell you just a little more about 5 guys, we would like to show you our menu
  • Quote If you take a look you can see it’s pretty much just burgers, dogs, and fries… We only offer the items we can serve best Now in order to help us improve our corporate brand we have completed an analysis of our strengths, weaknesses, opportunities, and threats
  • Well known in current market, we have done very well on the East Coast This success and the quality of our restaurants and food have helped us build a positive reputation We are known for our strong product offering, our food has won numerous awards Zagat “There are no better” Best Burger awards in Washington, Baltimore, Orlando, Delaware, Charlotte, South Tampa, Columbia (SC), Raleigh, Hampton Best Fries in Washington Also, we are health conscious as we only use fresh ingredients Because of all of these strengths, we have also had a very successful history expanding our franchises, as we mentioned earlier we know have over 450 restaurants in 30 states We have the opportunity to build on these strengths and… Expand our franchises across the West Coast Thereby building and strengthening our national brand We also have the opportunity to prove that our food is the best value and that we offer the best healthy, customized burgers However some of our weaknesses are The burger business is a very crowded market and we have hundreds of competitors While we serve quality food, we have a very limited product offering – only burgers and dog Negative perception that our food is unhealthy Men's Health Magazine criticized the unhealthy meals Standard double patty burger = 800 calories 97% of recommended daily saturated fat intake Fries rated 4th most unhealthy food in America = 1,500 calories In addition to that, as we intend to expand across the West Coast… We must recognize that we are a late entrant into the West Coast burger market And our brand is not recognized as we are known as an EC burger place Some of the threats we face are The burger market is very competitive. In n Out is already established as THE West Coast burger chain and it will be hard to gain market share There is no consumer loyalty, if anything we will have to fight for consumers Also, we are not fulfilling a need for more burger places, if anything, the burger market is becoming more difficult as the trend to eat healthy grows States are now enforcing nutrition education and the number of calories in food is now being published on menus, this is a threat because some of our food is quite high in calories But overall, we believe we have the strengths to meet our goals
  • Getting good reviews Word-of-mouth promotions
  • Media Relations Plan: Corporate Branding

    1. 1. Corporate Branding Angelina Fanous Chi-Chi Millaway Irene Cheung Yana Demiyanova Yoo Jin Chung
    2. 2. Agenda <ul><li>Situation analysis </li></ul><ul><li>Goals </li></ul><ul><li>Objectives, strategies, and tactics </li></ul><ul><li>Key messages </li></ul><ul><li>Target media and audiences </li></ul><ul><li>Metrics </li></ul><ul><li>Timeline </li></ul><ul><li>Budget </li></ul>Turn in your name for the raffle!
    3. 3. Situation Analysis <ul><li>Founded by Jerry Murrel – family friendly </li></ul><ul><li>Philosophy: Focus on a few items and serve them to the best of our ability </li></ul><ul><li>Positive reputation </li></ul><ul><li>Strong East Coast presence </li></ul><ul><li>Intends to expand across West Coast </li></ul>“ At Five Guys, we don't like to talk about ourselves very much. We would rather focus on making burgers” 1986: First store opens in Arlington, VA 2001: Five locations now open in DC 2002: Franchised in VA and MD 2003: Franchised across U.S. 2009: 450 location in over 30 states
    4. 4. “ We have a simple menu, and want to serve great burgers in a clean and friendly environment with very little fuss”
    5. 5. SWOT <ul><li>Strengths </li></ul><ul><li>Well known in current market </li></ul><ul><li>Positive reputation </li></ul><ul><li>Strong product: Numerous awards </li></ul><ul><li>Health conscious: Fresh ingredients </li></ul><ul><li>Successful franchising history </li></ul><ul><li>Weaknesses </li></ul><ul><li>Crowded market </li></ul><ul><li>Limited product offering </li></ul><ul><li>Perception: Unhealthy food </li></ul><ul><li>Late to WC market </li></ul><ul><li>Brand is not recognized on WC </li></ul><ul><li>Opportunities </li></ul><ul><li>Expand franchises across WC </li></ul><ul><li>Build a strong national brand </li></ul><ul><li>Prove our value and food quality </li></ul><ul><li>Provide a healthy, customized burger </li></ul><ul><li>Threats </li></ul><ul><li>Competitive marketplace </li></ul><ul><li>No consumer loyalty </li></ul><ul><li>Healthy food trend </li></ul><ul><li>Calories published on menus </li></ul>
    6. 6. Goals <ul><li>Be the world’s best burger franchise </li></ul><ul><li>Expand Fives Guys locations across the U.S. </li></ul>
    7. 7. Objective 1 <ul><li>To create enthusiasm for Five Guys among target audiences and key influencers </li></ul>
    8. 8. Create Enthusiasm Strategy 1: Generate recognition of Five Guys as a leader in the burger community <ul><li>Social media outreach </li></ul><ul><ul><li>Hamburger </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Roadside Burger Blog </li></ul></ul><ul><li>Taste tests </li></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Local schools </li></ul></ul><ul><li>Pitch local media </li></ul><ul><ul><li>Fresh ingredients </li></ul></ul><ul><ul><li>Custom menu </li></ul></ul><ul><ul><li>Vegetarian options </li></ul></ul>Tactics
    9. 9. Create Enthusiasm Strategy 2: Position Five Guys as a family burger place <ul><li>Tactics </li></ul><ul><li>Community outreach </li></ul><ul><ul><li>Presence at carnivals, street fairs, and local festivals </li></ul></ul><ul><li>Flyers at schools and community centers </li></ul><ul><li>Family outreach </li></ul><ul><ul><li>Leverage family discounts </li></ul></ul><ul><ul><li>Share family experience stories on website </li></ul></ul>
    10. 10. Create Enthusiasm Strategy 3: Proactively communicate with West Coast consumers to build a community presence <ul><li>Tactics </li></ul><ul><li>Share customer stories/experiences on Facebook and Twitter </li></ul><ul><ul><li>Develop a Facebook page </li></ul></ul><ul><ul><li>Build a Twitter following </li></ul></ul><ul><li>Support local organizations </li></ul><ul><ul><li>E.g. Charities or school sports teams </li></ul></ul>
    11. 11. Objective 2 <ul><li>To generate brand recognition in </li></ul><ul><li>new markets on the West Coast </li></ul>
    12. 12. Brand Recognition Strategy 1: Provide brand and relationship-building opportunities <ul><li>Tactics </li></ul><ul><li>Position CEO as an industry expert </li></ul><ul><ul><li>Secure exclusive interviews </li></ul></ul><ul><ul><li>Offer desk-side briefings </li></ul></ul><ul><ul><li>Create a CEO blog to engage audiences </li></ul></ul><ul><li>Attend local events </li></ul><ul><ul><li>Booths at community festivals </li></ul></ul><ul><ul><ul><li>E.g. SF Festival, Fisherman's Wharf, or Ghirardelli Square </li></ul></ul></ul><ul><ul><li>Industry conferences </li></ul></ul><ul><ul><ul><li>E.g. California Restaurant Industry Conference </li></ul></ul></ul>
    13. 13. Brand Recognition Strategy 2: Change the perception of Five Guys as a purely East Coast burger franchise <ul><li>Tactics </li></ul><ul><li>Pitch “formula for success” to West Coast media outlets </li></ul><ul><ul><li>E.g. Smithsonian (food & think blog), LA Times food critic, SF Gate </li></ul></ul><ul><li>Seek endorsements from local influencers </li></ul><ul><ul><li>E.g. Local celebrities and politicians </li></ul></ul><ul><ul><ul><li>LA Mayor Villaraigosa or San Diego Mayor Sanders </li></ul></ul></ul><ul><ul><li>Transforming beyond an east coast burger image </li></ul></ul><ul><ul><li>Follow their formula for success </li></ul></ul><ul><li>Leverage local events </li></ul><ul><ul><li>E.g. Cookout to create the best West Coast burger combo </li></ul></ul>
    14. 14. Brand Recognition Strategy 3: Increase awareness of Five Guys’ healthy vegetarian options <ul><li>Tactics </li></ul><ul><li>Support health awareness </li></ul><ul><ul><li>Post nutrition cards in all locations </li></ul></ul><ul><li>Launch “5 Vegetarian Guys” website </li></ul><ul><ul><li>Include a how to on customizing your own veggie burger </li></ul></ul><ul><li>Participate in community events </li></ul><ul><ul><li>E.g. MeatOut 2010 or Veggie Pride Day </li></ul></ul><ul><li>Blogger outreach </li></ul><ul><ul><li>E.g. Veggieboards, Vegcooking, or Westcoastchoppers </li></ul></ul><ul><li>Pitch trade magazines </li></ul><ul><ul><li>E.g. The San Francisco Vegetarian Society or SoCalVeg </li></ul></ul>
    15. 15. Objective 3 <ul><li>To entice first-time consumers to experience Five Guys </li></ul>
    16. 16. Entice Consumers Strategy 1: Educate consumers about the quality and affordability of Five Guys <ul><li>Tactics: </li></ul><ul><li>Issue press releases about new Five Guys locations </li></ul><ul><ul><li>Distribute press kits to key influencers </li></ul></ul><ul><li>Invite consumers to grand opening events </li></ul><ul><ul><li>Leverage discounts, coupons, deal of the month, etc </li></ul></ul><ul><li>Post Q&A and fact sheet in restaurants and on website </li></ul>
    17. 17. Entice Consumers Strategy 2: Achieve positive recognition from key influencers <ul><li>Tactics </li></ul><ul><li>Seek third party endorsements </li></ul><ul><ul><li>Celebrities </li></ul></ul><ul><ul><li>Nutritionists </li></ul></ul><ul><li>Pitch key influencers </li></ul><ul><ul><li>Irene Virbila - LA Times food critic </li></ul></ul><ul><ul><li>Linda Burum - LA Chowhound writer </li></ul></ul><ul><ul><li>C. Thi Nguyen – reviewer </li></ul></ul><ul><ul><li>Southern California food blog writers </li></ul></ul><ul><li>Seek word-of-mouth endorsements </li></ul><ul><ul><li>Run contests for consumers/fans who can get the most followers on Twitter Microblogging sites, e.g. Goggle Buzz </li></ul></ul>
    18. 18. Entice Consumers Strategy 3: Increase awareness of Five Guys’ customizable menu <ul><li>Tactics </li></ul><ul><li>Showcase inspiring menu concepts on website </li></ul><ul><ul><li>Customers submit favorite Five Guys recipes </li></ul></ul><ul><li>Issue a burger-a-day newsletter </li></ul><ul><ul><li>Over 250,000 ways to order a burger </li></ul></ul><ul><li>Leverage coupons to generate a list of target audiences </li></ul>
    19. 19. <ul><li>Press Release: </li></ul><ul><li>Five Guys Expansion </li></ul>
    20. 20. <ul><li>Pitch Letter: </li></ul><ul><li>Burger review </li></ul>
    21. 21. <ul><li>Frequently Asked Questions: </li></ul><ul><li>Posted to website </li></ul>
    22. 22. Key Messages <ul><li>Five Guys makes high quality, tasty burgers </li></ul><ul><li>Fives Guys offers variety and affordability </li></ul><ul><li>Five Guys is a family friendly US burger franchise </li></ul>
    23. 23. Target Audiences and Media Parents & families Burger lovers Vegetarians Potential franchisers <ul><li>Burger blogs: </li></ul><ul><li>Roadside burger </li></ul><ul><li>California burger </li></ul><ul><li>Burger today </li></ul><ul><li>WC chopper </li></ul><ul><li>Parenting magazines </li></ul><ul><li>California Coast Parent </li></ul><ul><li>Restaurant/Consumer blogs: </li></ul><ul><li>Food.plainjane or LA.foodblog </li></ul><ul><li>Vegetarian blogs: </li></ul><ul><li>California vegan </li></ul><ul><li>Quarry girl </li></ul><ul><li>Happy cow eats </li></ul><ul><li>Mainstream media (newspaper and magazine) food critics: </li></ul><ul><li>Irene Virbila at LA Times </li></ul><ul><li>Tara Duggan at SF Gate </li></ul><ul><li>Jonathan Gold at LA Weekly Magazine </li></ul><ul><li>Trade media: </li></ul><ul><li>Merry Edwards at California Wine and Food Magazine </li></ul><ul><li>Phil Jensen at Food & Home (SoCal’s Lifestyle Magazine) </li></ul><ul><li>Cheryl Koehler at Edible East Bay Magazine </li></ul>
    24. 24. Metrics <ul><li>Brand tracking </li></ul><ul><li>via Echo Research </li></ul><ul><li>Survey consumer awareness of brand </li></ul><ul><li>Focus groups regarding consumer brand perception </li></ul><ul><li>Media monitoring </li></ul><ul><li>via BurrellesLuce </li></ul><ul><li>Track share of voice </li></ul><ul><li>Number of articles/key messages published </li></ul><ul><li>Estimated audience </li></ul><ul><li>Monitor/track social media </li></ul><ul><li>Number of follower via Twitter or Facebook Lexicon </li></ul><ul><li>Unique visitors to website via TrendRR </li></ul><ul><li>Comments on blogs and consumer websites via BackType </li></ul><ul><li>Track consumer response </li></ul><ul><li>Sales comparison via competitive analysis </li></ul><ul><li>Consumer complaints and comments via focus groups and surveys </li></ul>
    25. 25. Timeline <ul><li>Initial Publicity </li></ul><ul><li>Social Media Campaign </li></ul><ul><li>Send out pitches and press releases </li></ul><ul><li>Conduct CEO interviews </li></ul><ul><li>Participate in community building events </li></ul><ul><li>Ongoing Media Relations </li></ul><ul><li>Build relationships </li></ul><ul><li>Continued social media presence </li></ul><ul><li>Seek endorsements and positive reviews </li></ul><ul><li>Grand Opening </li></ul><ul><li>May 1 – Start of National Hamburger Month </li></ul><ul><li>Grand opening party with press releases, press kits, and media coverage </li></ul><ul><li>Evaluation </li></ul><ul><li>Evaluate initial publicity campaign immediately after grand opening </li></ul><ul><li>Evaluate ongoing media relations campaign every 3 months, adjusting messages & strategies as needed </li></ul>
    26. 26. Budget
    27. 27. Desired Outcomes <ul><li>Dominate market share in West Coast </li></ul><ul><li>Ranked in top five of West Coast burger places within a year, ranked number one within three years </li></ul><ul><li>Have 100% of media contains key messages </li></ul><ul><li>Open five new franchises each in Oregon, Washington, and California within the first year </li></ul><ul><li>Open 15 new franchises in each state within three years </li></ul><ul><li>Have 50% of the new West Coast franchises in the black within three years </li></ul>
    28. 28. Questions?