A Super Duper Marketing Campaign

Tristan Fackler
Sara Faizpour
Clement Juillard
Ricardo Lenis
Srushty Parsana
Paritt Ruengvisesh
Alta Plaza Team 7
SUPER
SUPER
DUPER
DUPER
B U R G E R S B U R G E R S
Super Duper Marketing Plan
Objective
Customer Segmentation
Competition
KPI
Campaigns: Offline Marketing
Campaigns: Web Presence
Financial Summary
KPI Dashboard
Summary Recommendation
Table of Content
Objective
Good Old Days
Small, Local, Trusted
Compromised Quality
Proliferation of the Franchise
Emphasis on Profit
Fast-Paced Lifestyle
Environmental Concerns
Objective
Key Points
Superior Quality
Natural
Environmentally Conscious
Fantastic Experience
Brand Awareness Brand Affinity Customer Lifetime Value
Customer Segmentation
Professionals / Commuters Tourists Students
Tourists
1.2m
105k
16m
SUPER SUPER
DUPER DUPER
B U R G E R S B U R G E R S
Competition
Fast Casual Dining
Competition
Fast Casual Dining
Roam Artisan Burger Umami Burger In-n-Out Burger
Gourmet Burger
Counter-Serviced
Gourmet Burger
Full-Serviced
Fast Food Chain
Quick Service
Competition
Fast Casual Dining
Cost($)
Burgers
Fries
KPI within 3 Years
Criteria
Increase Top-of-Mind Unaided Awareness
Reach 1,500 Customers Per Day in Each Location
Average Spending Per Customer = $16
Retention Rate = 0.8 CLV = $23
Increase Social Media Presence & Engagement
12,504 Likes
20,732 Shares
2,943 Followers
5,913 Tweets
1,575 Followers
845 Pictures
Offline Campaign
Commuter Outreach on BART & Muni
BART Avg Weekday Ridership: 394k
Muni Avg Weekday Ridership: 706k
See the
ad
275k 2,750 138
Consider
purchase
28 Customers Per Location Per Day
Cost of Advertising: $253k
Frequency: 1/4 of cars per year
10% 5%
1.1m
25%
In-Store
purchase
Offline Campaign
Tourist Outreach
Recruiting Tourism Industry Workers
32,900 Available Hotel Rooms Per Day
79% Occupancy Rate
Looking for
healthy,
casual Meal
51,982 5,198 1,040 260
x360=93,600/5= 18,720 Per Location
Cost of Engagement: $75,000
Frequency: All Year Around
10% 20% 25%
Take
concierge
suggestion
In-Store
purchase
Offline Campaign
Student Outreach / Advertising Contest
Recruiting 5 Art schools
in San Francisco
Interested
in contest
20k 10k 6k 1500
Take part
in contest
3000/ Year Loyal Customers
Cost of Advertising: $10,000
Frequency: 2 per year
50% 60% 25%
Offline Campaign
Sunday Streets / Community
Average 180k Attendees Per Year
Brand Exposure
Reach New Target
Pass the
booth
180k 90K 36K 12,600
Take
coupon
Redeem Coupon
Average Cost of Event: $5000
Number of Event / Year: 6
50% 40% 35%
Offline Campaign
Billboard Advertising / Airport
Circulation Per Year: 38 M
CAC: $0.26
38m 19m 4.7m 1.2m
Year 2 in the Airport
Cost of Advertising: $318,239
50% 25% 25%
See the
ad
Consider
purchase
In-Store
purchase
SUPER
SUPER
DUPER
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B U R G E R S B U R G E R S
Offline Campaign
Billboard Advertising / The City
Circulation Per Year: 9.6 M
CAC: $2
9.6m 4.8m 1.2m 300k
Year 3 in San Francisco
Cost of Advertising: $607,780
50% 25% 25%
See the
ad
Consider
purchase
In-Store
purchase
SUPER
SUPER
DUPER
DUPER
B U R G E R S B U R G E R S
Brand Awareness Survey
Every Quarter
Top of Mind Awareness
Consumer brand recall
Consumer brand recognition
Aided / Unaided Awareness
Brand Perception
Point of Inquiry
SUPER
SUPER
DUPER
DUPER
B U R G E R S B U R G E R S
Online Marketing Campaign
Website
Lack of Clarity
Lack of content
Lack of Call to Action
Lack of Responsive Design

Social Media
No Variety of Social Media Platforms
Inefficient Consumer engagement
Limited Number of Fans

Online Marketing Campaign
Community Manager
Improving Social Media Presence
Content Creation
Advertising
Local Websites
Advertising on Yelp
Loyalty Program
Link between social Media & Website
Data Analysis
How to create Brand Awareness?
Online Marketing Campaign
Cost Per Customer and ROI
Customer Loyalty Program
A Competitive Value
20% More Visits & 62% More Spending

2nd year 240,900 customer
Cost 21,681$
3rd year 301,125 customer
Cost 27,101$
Average Loyal Customer Visit Length: 2.7 Years
11% of Loyal Customers Own and Use Loyalty Cards
Expected Income Statement
3 Years
Break Even Point
Expected year 1
1,703,867 Customers Per Year
934 Per Day Per Store
900k 1.2M 1.4M 1.6M 1.8M 2M
$5
$7
$9
$11
$13
$15
$17
Net Revenue
Fixed Cost
Total Cost
1,703,867
Revenue (M)
Number of Customers
$19
$21
Customer Lifetime Value
3 Years
Dashboard KPI
Criteria
Revenue

Dashboard KPI
Social Media Criteria
Social Media Outreach
Recommendations
Key Points
Offline Marketing Campaign
Tourists
Commuters
Students
Online Marketing Campaign

Website Revision
Facebook Engagement
Instagram
Loyalty Program


THANK YOU
SUPER
SUPER
DUPER
DUPER
B U R G E R S B U R G E R S
Resources
Lindsey, Loyalty Gets Graphic! , December 19, 2012
http://www.getvenga.com/tag/infographic/
Goldstein, Zachary, QRS magazine, November 2013,
http://www.qsrmagazine.com/outside-insights/race-long-term-customer-loyalty
FiveStars, What is your current customer focus?
http://www.shifthub.com/wp-content/uploads/2013/10/WEB-130808-02-1.jpg
San Francisco Travel
ttp://media.sanfrancisco.travel/documents/San+Francisco+Fact+Sheet+2012.pdf
Summer Streets, phone call to program manager, March 2014
http://www.sundaystreetssf.com/wp-content/uploads/2012/12/2014-Sunday
-Streets-Full-Proposal.pdf
Resources
Titan 360, phone call to account manager for BART/Muni marketing,
Terry Powers, March 2014
http://www.titan360.com/usa-markets/san-francisco/overview.html
Hubspot Lead Management
http://www.hubspot.com/marketing-statistics
Entrepreneur Understanding the value of a fan
http://www.entrepreneur.com/blog/220796
Yelp Advertising
https://biz.yelp.com/support/advertising
Techcrunch Advertisng on Yelp
http://techcrunch.com/2012/02/06/yelp-ads-not-a-rip-off/

Titan 360, phone call to account manager for BART/Muni marketing,
Terry Powers, March 2014
http://www.titan360.com/usa-markets/san-francisco/overview.html
Hubspot Lead Management
http://www.hubspot.com/marketing-statistics
Entrepreneur Understanding the value of a fan
http://www.entrepreneur.com/blog/220796
Yelp Advertising
https://biz.yelp.com/support/advertising
Techcrunch Advertisng on Yelp
http://techcrunch.com/2012/02/06/yelp-ads-not-a-rip-off/

Resources
Restaurant Annual Profit and Loss Statement Calculator
http://econ4u.com/quizBiz/#
Franchise Direct: Burger King Franchise Cost & Fees. http://www.franchisedirect.com/
foodfranchises/burger-king-franchise-07118/ufoc/
Super Duper Burgers by the number. http://sf.eater.com/archives/2013/04/15/
super_duper_burger_by_the_numbers.php
Burgers on a roll. http://www.cgiretail.com/wp-content/themes/CGI/pdf/SuperDuper
_BusinessTimes.pdf
Minimum Wage Ordinance (MWO). http://sfgsa.org/index.aspx?page=411
Burger King Worldwide Inc. Annual Income Statement. http://www.marketwatch.com
/investing/stock/bkw/financials

Resources
Hubspot Lead Generation & ROI
http://qik.com/video/5089729
What Is Your Restaurant's Customer Lifetime Value?
https://www.swipely.com/blog/restaurant-customer-lifetime-value/
Restaurants, Meet Your New Omnichannel Loyalty Program: Why QSRs Needs to Serve
Loyalty Slowly. http://blog.kobie.com/2013/01/restaurants-meet-your-new-omnichannel
-loyalty-program-why-qsrs-needs-to-serve-loyalty-slowly/#sthash.7f5FVpME.pdf
The Race for Long-Term Customer Loyalty
http://www.qsrmagazine.com/outside-insights/race-long-term-customer-loyalty
Building Your Loyalty Program ROI.
http://www.paytronix.com/media/4381/art_roi.pdf

Resources
Hubspot Lead Generation & ROI
http://qik.com/video/5089729
Billboard & Display Costs in Airport
http://www.bluelinemedia.com/airport-advertising
Circulation in SFO Airport
http://en.wikipedia.org/wiki/World's_busiest_airports_by_passenger_traffic
CBS Outdoor Billboard Costs
https://www.cbsoutdoor.com/markets/marketsearch/sanfranciscobayarea
Billboard Coverage in SF - JC Decaux
http://www.jcdecauxna.com/street-furniture/san-francisco/advertising-san-francisco
https://www.cbsoutdoor.com/markets/marketsearch/sanfranciscobayarea

With ridership at an all time high, its
no wonder Bay Area Rapid Transit
(BART) is the nations 5
th
busiest
heavy rail system. Servicing
nearly 400,000 passengers daily, BART
connects San Francisco with cities
throught the east and south bay. Over
70% of BART riders take 5+ round trips
a week, making it the ultimate public
transportation option in the Bay Area.
394K
avg weekday
ridership
28M+
4 week
circulation
SFMTA is the 7
th
largest transit
system in the US, transporting over
700,000 passengers daily. The SFMTA
country, including buses, light rail, cable
cars and historic trolleys, and is the
greenest in the world. SFMTA penetrates
the dense city streets of all 49 sq miles
of San Francisco, providing bus routes
within 2 blocks of over 90% of city
residents.
AC Transit is the 3
rd
largest
public bus system in
California with bus routes traveling
through the suburbs of the East Bay,
throughout Alameda and Contra Costa
Counties, and into the Downtown
District of San Francisco. In addition
to covering the busy cities of Berkeley,
Oakland and Fremont, AC Transit
routes also cover the most heavily
including coverage of all major Bay
Area bridges.
Bay Area Transit Systems
171K
avg weekday
ridership
40M+
4 week
impressions
706K
avg weekday
ridership
26M+
4 week
impressions
SOURCE: apta.com, Q4 2012. Daniel Mallett Associates-based of of #100 showing of platform 2-sheets/bus kings
respectively.
Dashboard KPI
Social Media Criteria
Web Presence Connections

Dashboard KPI
Social Media Criteria
Engagement Rate