Taco Bell was founded in 1962 and has since grown to over 5,800 locations across the US, with 80% owned by franchises. The document outlines Taco Bell's challenges in improving perceptions of quality and speed compared to competitors. It proposes using Facebook, Twitter, blogging and public relations to showcase deals, build buzz, and shed positive light on the brand through community engagement and charitable works. Performance will be evaluated using analytics from Google, Twitter and web traffic to refine strategies over a year-long timeline.

1. Taco Bell
ADV 492 Final Project
Zachary Chmill

2. Client History
 5,800 Restaurants in the U.S.
 80% are owned by independent
franchises.
 Founded March 21, 1962 by Glen
Bell at the age of 25.
 Bought by PepsiCo in 1978 and
grew rapidly.
 Revenue of 1.9 billion USD in
2009.

3. Challenges & Goals
 People do not believe in the quality
of Taco Bell products
 Show people about great deals
compared to other fast food chain
restaurants.
 Convince people that service is of
better quality and speedier than
other fast food chain restaurants.QuickTime™ and a
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4. Facebook
 Fans of Taco Bell can post their
thoughts on different food Taco
Bell has to offer.
 Can receive feedback from fans on
what types of deals Taco Bell
should include on their menu.
 Restaurant Locator Feature.QuickTime™ and a
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5. Twitter
 Announce new location openings
 Announce new deals and coupons
 People could print off coupons
directly from Taco Bell off from
Twitter
 Twitter would create a strong
“buzz” around everything going on
with the Taco Bell company.QuickTime™ and a
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6. Blogging
 Talk about different community events
Taco Bell has sponsored or been a part
of.
 Stories that Taco Bell are involved in that
would not be located on their website.
 Would shed a positive light on Taco Bell
 Also could just talk about different
entertaining events that Taco Bell has
been a part of.QuickTime™ and a
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7. Public Relations
 Promote events and activities to
show that Taco Bell wants to be
part of the community
 Also can do press releases
announcing charitable donations,
etc.
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8. Strategy Evaluation
 Google Analytics
 Adwords would be used late night and
geared towards a younger crowd
 Twitter Analytics
 Allows you to see which tweets caused
people to have a reaction on twitter.
 + Other web history applications to see
what people respond to and why.
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9. Budget Allocation
 Spread out evenly among most of
the media networks.
 Special emphasis on Blogging and
Public Relations.

10. Timeline
 Heavily advertise throughout the
whole year.
 Possibly more advertising in
summer months with a pulsing
media schedule.
QuickTime™ and a
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