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8 Cards in this Set
- Front
- Back
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EXECUTIVE SUMMARY (FRONT) Given a promotional budget of 530 million dollars, Novel MarketingCompany has developed the new creative tactics that will changethe customer’s perception of Subway. We believe these new tacticscan help dissacossiate Subway from any current undesirable orharmful image.
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EXECUTIVE SUMMARY (BACK) We will concentrate our efforts on males and femalesunder a wage rate of $40,000 per year. Our target market is agedbetween 16 and 39 and have a passion for maintaining their health,while also saving money on food. |
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ABOUT SUBWAY HISTORY (FRONT) : The first Subway restaurant opened on August 28, 1965 inBridgeport, Connecticut. Subway was known for serving well-made, high quality sand-wiches and providing excellent customer service. They have since helped to changethe landscape of the fast food industry. Subway is currently perceived as more of a fast foodrestaurant than a healthy food chain. They are also dealing with the aftermath ofJared Fogle’s crimes.
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ABOUT SUBWAY (BACK) : However, the chain has had an excellent reputation for featuringwell-known athletes through its Famous Fans of Subway campaign, including; RussellWestbrook, Mike Trout, Michael Phelps, and Robert Griffin III. Our goals are todifferentiate Subway from other fast food restaurants by establising a new brandposition, and to refresh consumer perception about the brand. |
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We also plan to take steps to increase Subway’s social media pres-ence via Facebook, Instagram, and Twitter. Facebook will be used toshare current happenings and events in the company. We plan togain followers on Instagram by doing contests and giveaways and creating newhashtags that will also help enhance the company’s Twitter account.
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MEDIA PLAN |
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MANHATTAN, NEW YORK BILLBOARD (FRONT) The new logo will be presented onTimes Square’s biggest billboard,Clear Channel’s eight-story sign. Thesign is on Broadway and stretchesfrom West 45th Street to West 46thStreet. Times square is known for itsdining, shopping, entertainment,attractions, and events.
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MANHATTAN, NEW YORK BILLBOARD (BACK) According to an automated counting system, morethan 300,000 pedestrians enter theheart of times square each day andeach receives an estimated 1.5million impressions during that time.After being exposed to the billboard,consumers are more likely to head tothe nearest Subway restaurant,which is just 2 miles away. |
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SAN FRANCISCO (FRONT) The San Francisco Oakland Bay area isthe single most densely populated regionon the West Coast. Characterized by aprogressive, artsy and increasingly afflu-ent population, the area is both eclectic,trendy, and diverse.Rush hour traffic in the San Fransisco Bayarea starts increasing early in themorning between 5:00 & 6:00am andpeaks during the hours of 6:50am to9:30am, when people are commuting to work.
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SAN FRANCISCO, CALIFORNIA BILLBOARD (BACK) In fact, research shows that 80.9%of people this area have at least a 29minute commute to work.Traffic peaks again from 4:00 to 7:30pmwhen people are on their lunch hour, orgetting off of work. During rush hour onHWY 101, people are moving slowly andare more likely to notice our billboard. |
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Chicago, Illinois is among thelargest cities in the U.S. This is aplace where tourists can seeSubway’s ads while getting on andoff of the bus. Bus billboards inChicago will be viewed anywherebetween 9,000 and 17,000 times perday.
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CHICAGO, ILLINOIS BILLBOARD |
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BILLBOARD EFFECTIVENESS 1 (FRONT) According to the Arbitron Out-of-Home Advertising Study, people are spending less and less time at home.Therefore, more than 89% of U.S. adults are exposed to outdoor advertising every day. Outdoor advertisingespecially reaches consumers during their daily commute to work, on their lunch breaks, and throughout shoppingtrips. These advertisements are often the last message a consumer receives before making a service or buyingdecision. Today’s consumers are increasingly mobile, spending 70% of their waking hours away from home. Theynotice out-of-home ads in their cars, riding mass transit, on foot, or at the point of sale.
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BILLBOARD EFFECTIVENESS 1 (BACK) Nearly 3/4 of commutersexposed to outdoor ads shop on their way home from work. More than 2/3 make their shopping decisions while inthe car and over 1/3 make the decision to simply stop and shop at the store on their way home without the initialintent to buy. This graph displayed on the rightis a visual reresentation of how often people are away from home,and how much of that time they are being exposed to outdoor ads, while the left graph shows how the ads effecttheir behavior during their commute home from work. |
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An Arbitron “in-car” mediasurvey found that Americansaveraged 2 hours and 52minutes in their cars duringan average weekday. Thismeans they are spending acombined average of 18.5hours a week either driving,or riding in cars. Studies alsoshow that 71% of thesetravelers actually noticebillboard advertisements.
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BILLBOARD EFFECTIVENESS 2 |
