Arby's is developing a new branding initiative to grow its core audience and become more competitive. It is considering targeting an audience of 68 million adults aged 35-54 who value quality, health, and family. The document outlines strategies and tactics for reaching this target audience across various media channels, including TV, radio, print, internet, and out of home advertising. Key tactics include radio ads during weekday and weekend drive times, magazine ads in titles related to health and home, and video ads on YouTube and Hulu.

1. Modern
Media
Chan Garman Guadagni Stergar
Romero Rae

2. Objective
Grow from the core audience
Become more competitive with other
sandwich shops

3. building a
target
Considerations
Arby’s new branding initiative
Leisure activities/hobbies:
Excercise walking (45%/111)
Current “core” target
Gardening (34%/109 Index)
Future of fast food beach/lake (42%/119)
Go to

4. Target
I try to eat healthier food these days [any
agree] AND
Fast food fits I don’t have I like the
my busy time to trend towards
OR OR
lifestyle (any prepare/eat healthier fast
agree) healthy meals food [any
AND I eat the foods I like regardless of
calories [any agree]

5. Target
Audience Size: 68MM
Male: 46%
Live in the South (37%)
Female: 54%
Urban (70% A/B counties)
Age: 35-54 (55%)
Education completed:
Leisure activities/hobbies:
Graduated College + (30%);
Exercise walking (45%/111 Index)
Graduated HS (29%) Leisure activities/hobbies:
Gardening (34%/109 Index)
Avg. HHI: $86,589
Excercise walking (45%/111)
Go to beach/lake (42%/119 Index)
Married (58%) Gardening (34%/109 Index)
1 or more children in HH Go to beach/lake (42%/119)
(37%)
Employed full or part-time
(62%)

6. Target
I place a high value on my time Quality matters
• How I spend my time is more • It's worth it to pay extra for
important than how I spend my quality goods (74%/126 Index)
money (67%/124 Index) • I like to know about ingredients
• I do things on the spur of the before I buy food (56%/136 Index)
moment (50%/124 Index) • I’m trying to eat a well-balanced
• I'm too busy to take care of diet (81%/146 Index)
myself as I should (55%/142 Index) • I like the trend towards healthier
fast food (79%/126 Index)
I put my responsibilities first
• It's more important to do my Family is important to me
duty than to enjoy life (49%/ 125 Index) • I like spending most of my time
• I'd rather have a boring job than at home with family (75%/121 Index)
no job (65%/ 123 Index) • I enjoy watching kids TV shows
• I have a practical outlook on life with my kids (43%/129)
(80%/124 Index)

7. Market
Overview

8. High
Quality
Jason’s Deli
Panera Subway
Arby’s
Chipotle
Jimmy
John’s
Slow Quizno’s Fast
Five Guys
Wendy’s
Burger King
McDonald’s
Golden Corral
Low
Quality

9. High
Quality
Panera Subway
Arby’s
Jimmy John’s
Slow Quizno’s Fast
Low
Quality

10. Panera
Lacks significant TV presence. Larger presence
online.
Website visitation:
Women, middle-aged adults (35-49), caucasian,
and affluent.

11. Subway
Leader in sandwich chain shops
Significant TV presence, strong promotional
messages based on value per sandwich, voice
of Jared
Website visitation: African-Americans, teens
and young adults over index, 18-34 years old
make 40% of visits.

12. Quizno’s
Strong TV presence, largely promotional with
frequent comparisons to market leader, Subway.
Banner ads focus on promotional messages and
coupons.

13. Jimmy John’s
Media mix includes: TV, Radio, OOH, Online.
Online advertising and sponsorships
(NASCAR) are strong sales drivers.
Message is all about speed. It’s their
differentiator and the way they compete with
the big chains.

14. Communication
Objective
Raise Arby's consideration by
50%
Drive foot traffic among the
"fresher" target

15. Strategy
1
Reach our target when
they are committed to engaging with media
consideration

16. Strategy
2
Leverage W.O.M. of existing
fan base
to reach additional targets
consideration

17. Strategy
3
Reach our target as they
collect information regarding
their health and the health of
their families
consideration

18. Strategy
4
Reach target when they are hungry
and short on time
Foot Traffic

19. Strategy
5
Reach our target when they are
multitasking, i.e. looking for
easy decisions
foot traffic

20. Media
Channels
Radio

21. Radio
WHY radio?
Target is a habitual listener to radio while in the car
A significant portion are driven by radio spots to
impulse food purchases
Target frequently tunes in to radio for quick news updates

22. Media
Quintiles
radio
Drive-time Radio
All-day Radio
1- Highest 20.78%/104 20.96%/106
2 - 2nd
20.83%/104 21.40%/107
Highest

23. Tactic 1
Radio
Weekday (post-work) radio
Monday - Friday afternoon drive-time (3 PM -
7 PM)
:15 radio spots on news/talk radio and adult
contemporary stations
Gets off work and needs a late lunch, dinner,
or pre-dinner snack
Short on time (needs to get home)

24. Tactic 2
Radio
Weekend (fun time) Radio
Saturdays and Sundays (10 AM - 3 PM)
:30 radio spots on adult contemporary and
light listening stations
Target is out with families, running errands,
driving to parks and playgrounds

25. Radio
O: Drive Foot Traffic
S: Hungry and short
on time
Weekday (evening drive-time) radio
O: Drive Foot Traffic
S: Looking for easy decisions
Weekend (with family) afternoon radio

26. Media
Channels
Print

27. Print
Why Print?
Target trusts information they read in
newspapers and magazines.
They look to magazines for health and home
information.
They regard print ads as an important source for
product and promotional information.

28. Media
Quintiles
Print
Magazines Newspapers
1- Highest 108 /21.6% 112 / 22.4%
2 - 2nd
105 / 21% 107 / 21.4%
Highest

29. Magazines
Better Homes And
AARP People Reader’s Digest
Gardens
111 / 20.76% 110 / 31.58% 114 / 17%
114 / 22.29%
Family Circle National Geographic Good Housekeeping
117 / 14.73% 113 / 22.63% 115 / 15.18%

30. Newspapers
Parade
Wall Street Journal USA Weekend
114 /
101 / 11% 113 / 26.41%
22.29%
USA Today Smartsource
111 / 20.78% 104 / 60%

31. Print
O: Increase Consideration
S: Reach our target as they collect
information regarding their health and
the health of their families
Magazines
O: Increase consideration
S: Reach our target when
they are committed to
engaging with media
Magazines and Newspapers

32. Media
Channels
Internet

33. Internet
Why Internet?
In the highest quintile for both home and work
internet usages.
Internet has become a huge part of their
entertainment.
Internet is their first line of research.
Target is comfortable with online shopping.

34. Social
Sharing
Our target is spending significant time
sharing through digital photo albums
(129), Twitter (118), and Facebook (115)
Facebook Posts
Facebook Ads
Twitter #promoted
Curated conversation

35. Rich
Entertainment
Target is spending significant time engaging with
rich media, including online radio (117), online
television (112), Youtube (115), and
Hulu (133)
Run customizable Hulu ads
Youtube pre-runs with click thru to online
purchase
Pandora

36. Research
Our target is researching
via the internet, notably
on on Yahoo (117) and
Google (114)
Google/Yahoo/Bing/SEO
WebMD
Online Fitness blogs

37. Hand Held
Ad space on Google Maps & Mapquest (16%
used mapquest in the last 7 days (127))
Bill pay & banking sites (Verizon, Sprint, AT&T,
BofA, etc.)
Create an Application that allows people to
access nutrition info, order ahead of time, and
see local Arby's locations.
Mobile internet is a time-saving function
frequently utilized by our target.

38. Internet
O: Increase Consideration
S: Leverage W.O.M of
existing fan base to reach
additional targets
Social media/sharing
O: Increase Consideration
S: Reach target when they are committed to engaging with media
Youtube and Hulu ads

39. Internet
O: Increase Consideration
S: Reach target when they are researching health information
Google/Yahoo/Bing/SEO
WebMD
Online Fitness blogs
O: Drive Foot Traffic
S: Reach our target when they are multi-tasking
Mobile internet and bill pay sites

40. Media
Channels
TV

41. tv
Why TV?
Can arrange ad schedule around TV
programs
Target pays attention to commercials
Target notices brands used in favorite TV

42. Media
Quintiles
TV
Cable TV
1- Highest 107 /21.4%
2 - 2nd Highest 105 / 21%

43. tv
CSI Law & Order SVU HGTV
110 / 18% 121 / 14% 101 / 11%
Law & Order American Idol CNN
100 / 12.38% 115 / 14.5% 101 / 11%

44. TV
O: Increase Consideration
S: Reach target when they are committed to engaging with media
TV ads during popular programming

45. Media
Channels
Out of Home

46. Out of Home
Why OOH?
While not direct advertising, also difficult not to notice
Has the flexibility of mobility
Can be placed within close proximity of Arby's locations

47. Out of Home
Billboards
(Index 107, 57% noticed in last 30 days)
Wrap Buses
(26% noticed in the last 30 days)
Reaches target while they drive
Noticeable and a constant reminder
Within 2 miles of Arby’s in city spaces
and 5-10 miles on highways

48. Out of home
O: Drive Foot Traffic
S: Reach our target when they are hungry and short on time
Billboards and bus wraps

49. Personal Tastes &
Brand Evaluation
Loving Planning
Sharing Travel
Time at
Re-evaluate Store
Order/
Consume
Purchase

51. ROll out
AUG 2012
June 2012 ARBY’S
REVAMP
TV Branding
Social Media
Radio
Online Entertainment
Print
Out of Home
Online PPC

52. Questions
Thank you!

53. Appendix
Audience’s QSR of Choice
QSR Visited Horizontal
Most Vertical % Index
%
Frequently
Arby’s 9% 33% 109
Panera 7% 42% 136
Subway 24% 35% 119
Chick-Fil-A 8% 36% 116

54. Personal Tastes
Time at Order/ Consume Loving
& Planning Travel Re-evaluateSharing
rand Evaluation Store Purchase
Get Intercept Anticipati Make In-Store experience
the word Considerat Customer Appreciation
on/ welcoming
TV Branding
Radio
Search Pre-Store
PR
Engines, App
Out of Home
Social Coupons Social
Print

55. Appendix
Competitive analysis
Subway
- 56% female audience
- 54% of all visitors have kids
- Typically make 50k or more
- 46% high-school educated/ 41%
college-educated.
-TV regularly (along with Quiznos): Pretty
much is high promotional messages,
based on value per sandwich. Also
addresses the variety of the menu.
-High Social media and online presence.
-Online: Blacks, teens and young adults Source: Mintel, Quantcast,
over indexing. 18-34 years old make Moat.
40% of visits.
Quiznos
-TV regularly used. Mostly promotional,
based on values and comparing all the
time to the leader, Subway.
-Not much online information.
-Banner ads focus on promotional
messages and coupons mostly.
Source: Mintel, Quantcast, Moat.

56. Appendix
Competitive analysis
Panera
- 65% make over 100k
- 45% college/21% grad school
- 84% Caucasian
- 58% Female
- 25% in the 35-44 age range
- 57% have no kids
-No high TV presence. More online focused.
Source: Mintel, Quantcast,
-Website: Women, middle-aged adults (35-49),
Moat.
whites, and affluent Over-index.
Jimmy John’s
- 53% Female
- 28% Fall in the 25-34 age range
- 21% in the 35-44 age range
- 51% Have kids
- 59% make between 50 and 150k
- 40% No College/ 48% College Educated
- 85% Caucasian
Source: Mintel, Quantcast, Moat.

57. Appendix
radio
48% of target listens to the radio Monday - Friday between 3:00 -
7:00
During that time, our target is 20% more likely to be listening to
news and talk radio (12%) and 30% more likely to listen to adult
contemporary (13%)
WHEN IN CAR, ALWAYS LISTEN TO THE RADIO - 73% agree with
index of 123
LISTEN TO RADIO FOR QUICK NEWS UPDATE - 41% percent, index
of 129
SAT-SUN 10AM-3PM RADIO LISTENING - 35% Index 111
SAT-SUN 6AM-MIDNIGHT LISTENING TO ADULT CONTEMPORARY

58. Appendix
print
Good Housekeeping
115 / 15.18%
AARP Wall Street Journal
111 / 20.76% 101 / 11%
Target trusts ad information.
People USA Weekend 135 / 41.92%
110 / 31.58% 113 / 26.41%
Reader’s Digest USA Today They look for health. 123 /
114 / 17% 111 / 20.78% 65.55%
Better Homes And
Smartsource
Gardens Promotion. 129 / 56.47%
104 / 60%
114 / 22.29%
Parade
Family Circle 114 /
117 / 14.73% 22.29%
National Geographic
113 / 22.63%

59. 118$
116$
114$
112$
110$
108$
106$ Serie1$
PEOPLE$
GEOGRAPHIC$
BETTER$HOMES$AND$
AARP$
HOUSEKEEPING$
FAMILY$CIRCLE$
READER'S$DIGEST$
NATIONAL$
GOOD$
GARDENS$
FAMILY"CIRCLE"
GOOD"HOUSEKEEPING"
READER'S"DIGEST"
AARP"
Serie1"
BETTER"HOMES"AND"GARDENS"
NATIONAL"GEOGRAPHIC"
PEOPLE"
." 5." 10." 15." 20." 25." 30." 35."

60. 114#
112#
110#
108#
106#
104#
102# Serie1#
100#
98#
96#
94#
THE#WALL# USA#TODAY# SMARTSOURCE# PARADE# USA#WEEKEND#
STREET#JOURNAL# MAGAZINE#
70.#
60.#
50.#
40.#
30.# Serie1#
20.#
10.#
.#
THE#WALL# USA#TODAY# SMARTSOURCE# PARADE# USA#WEEKEND#
STREET#JOURNAL# MAGAZINE#

61. Appendix
Internet
Changed the way i spend free Use online radio (117)
time 53% (131) & Prime source of 12% Watch videos/tv online (112)
family entertainment 26% (135) 26% Use windows media player
(112)
Internet changed the way i get product info 67.2% 22 % Youtube (115)
3.67% Hulu (133)
16% made an online purchase 7 days (116)
37% Use online banking (114)
5% Att.com in last 7 days (114)
8.16% AOL last 7 days (102)
6.35% Verizon.com (126)
13.31 Weather (128)
30% Yahoo (117)
12% Email services last 30 days
11% MSN.com (126)
(115)
42% Google (114)
10.5% Web browsing last 30 (100)
8% Hotmail.com (108)
7% Gps last 30 days (125)
13% Email last 30 (116)

62. Appendix
TV
CSI
110 / 18%
Law & Order
SVU
121 / 14%
HGTV
101 / 11%
Law & Order
100 / 12.38%
American Idol
115 / 14.5%
CNN
101 / 11%