The Pitch: Final Draft

Link to video: https://youtu.be/oisRXD3bjh0

Presentation Script:

Slide 1: Title page

Slide 2 Brand & Overview:

Thru-N-Thru is the newest fast-food restaurant coming to a town near you. What sets Thru-N-Thru apart from competitors is our passion for providing a healthy meal to our customers. We at Thru-N-Thru pride ourselves on making each meal as delicious as it is healthy. Thru-N-Thru also likes to set the example of what a family-friendly restaurant should be. Our polite staff is second-to-none when it comes to customer service, and no problem is ever to troublesome for us to handle.

Slide 3 Campaign Big Idea:

Thru-N-Thru’s campaign big idea is about people’s strange love for unhealthy foods. The insight of our big idea is that people love eating burgers, but it can be bad for your health in the long run. For someone who strives to eat healthy, usually the most delicious foods are your worse enemy. Our brand connection to this problem is that we can supply healthier alternative burgers that taste as good as the originals, but with less of the unhealthy side affects. Thru-N-Thru’s succinct expression is “Here’s to not breaking the bank or your belt.”

Slide 4 Target Audience:

We have made two brand personas for ideal customers to Thru-N-Thru. Their names are Jane Smith and John White. Jane is a hard-working mother that doesn’t always have the time to cook dinner after a day’s work. Jane wishes there was a healthier option for quick take-out food. She wants something that she can pick up on the way home from work, and not have to worry about what she’s feeding her family. John is a young adult that works hard on himself. He lives a fitness orientated lifestyle and tends to notice that when he eats other fast-food his energy is drained quicker. John loves eating fast-food, but with how unhealthy it is for him he elects to only eat fast-food on his cheat days. Both personas wish for a healthier alternative to fast-food so they can rest easy knowing they made the right decision.

Slide 5: Goals:

Our three goals for this campaign are: 1. Make company profits for the year reach at least $3,000,000; 2. Increase the brand’s online following by reaching 1,000,000 total followers across social media; and 3. to increase brand awareness through the use of ambassadors.

Slide 6: KPIs:

Our indicators for measuring these goals are: 1. At the end of the fiscal year profits will be calculated. Profits must exceed expenses by $3,000,000; 2. On December 31st, the number of followers on all Thru-N-Thru social media pages will be counted, the goal is to reach a sum of 1,000,000 followers; and 3. the average number of engagements for each ambassador post must be at least 100 by the end of the year.

Slide 7 Social Media Strategy:

Thru-N-Thru is targeting Twitter, Facebook, and Instagram for its social media strategy. We believe Twitter is a useful platform because it is the best way to connect with the younger audience of consumers. In an article from marketer & writer Paige Cooper, 30 million Americans or 20% of the twitter population, use twitter daily. Also 44% of Americans aged 18-24 use twitter daily. Also with Twitter we have the capability of having conversations straight with the consumers. Facebook is going to be used more towards finding new consumers. With the feature of interests on Facebook we have a better chance at popping up in people’s newsfeeds if their interests are anything food related. This is the perfect way to get some free advertising while at the same time opening up to new possible consumers. On Instagram Thru-N-Thru will showcase its menu options. Posting pictures of our meals on Instagram is the perfect way to attract new or returning customers. The pictures will give the consumer a glimpse of what they could get at Thru-N-Thru, and that will influence them towards buying from us sooner or later.

Slide 8 Paid Ads Strategy:

Thru-N-Thru will advertise through five different outlets. Google search engine, Twitter, Instagram, Facebook, and Youtube. With Google we will be targeting almost everyone, specifically people aged 18-54. We will be targeting anyone that searches for things like health/fitness, fast-food, or cooking/food, using PPC keywords like health, fast-food, or cooking. (*) With Twitter we are targeting an audience aged 18-29. Were focusing more on trending topics on Twitter, with things like fast-food, social media influencers, or hip-hop. We will use promoted tweets to gain access to new possible consumers’ newsfeed. (*) On Instagram we are targeting people aged 18-29. We want to be featured on people’s “For You” page so we will promote our posts, and we will focus on interests like cooking/food and social media influencers. (*) On Facebook we are targeting middle-aged consumers aged 34-60. Our focus with Facebook is targeting people with interests like fast-food, health/fitness, and cooking/food. (*) For Youtube we are targeting people aged 18-34. More specifically we are targeting the gamer community on Youtube. Gamers are people who watch/play video games and watch gaming videos on Youtube. Our advertisement will run before the Youtube video starts.

Slide 9 Inbound Strategy:

For our younger target audience, mostly the people who use Twitter, Instagram, and Youtube, we will attempt to influence them by portraying fast-food (specifically Thru-N-Thru) in a new light. We will make fast-food look like the new future of social gatherings. A place where friends can meet up after a long day and wind down with some delicious, but healthy, food. (*) For our older audience, mostly for people on Facebook and Google, we will highlight the importance of health in the Thru-N-Thru company. Our healthiest and top selling menu items will be showcased along with some information on how Thru-N-Thru’s food options may look similar to those of McDonalds or Wendy’s, but will actually be exponentially healthier for you. We will use keywords like: healthy restaurants; burger restaurants; nutritional facts; and more to attract our target audience. (*) One example of a Thru-N-Thru blog post would be titled: Thru-N-Thru Outlives the Competition. Where we talk about the differences between Thru-N-Thru and its competitors in terms on healthy meal options. One content offer idea is a guide highlighting the nutritional facts from each fast-food restaurant. In this guide you can see what restaurants offer the healthiest meals, and which don’t. Emails following up after the content drop will include more coupons for the customer to use, along with any information concerning new menu items coming soon.

Slide 10: Sample Content:

Instagram: One advertisement concept for Instagram will be showcasing Thru-N-Thru’s meals through photos on our page. Each week we will showcase a new item from our menu. Each post will contain a collage of pictures highlighting different aspects of the meal being showcased. In the caption of these posts will be a link to Thru-N-Thru’s official website where the customer can redeem free coupons for the meal being showcased that week. These posts will always use paid promotions in order to maximize the engagement on each post.

Youtube: For Youtube we are targeting the video game community. Our advertisement will be shown before videos played on Youtube. The video will show healthy foods in armor dressed like characters from the popular video game Fortnite. The video will show the healthy food characters in a battle against the big monster, which will be played by an unhealthy food. The healthy foods will come out on top and before the video ends Thru-N-Thru’s logo and slogan will be shown.

Twitter: For Twitter there will be a promoted tweet that contains a video. The video will show famous surfer Greg Cipes surfing on a wave in sunny California, and in his hand he is holding a burger from Thru-N-Thru. Greg will ride the wave all the way onto shore where he will smoothly land on a bench and start eating the burger. He then says “I always eat Thru-N-Thru burgers to get me over the wave!”

Slide 11 Campaign Budget: The monthly budget for Google advertising is $13,400, which equals to 20,000 clicks for our advertisement. The monthly budget for Twitter is $13,500. With the average cost of promoting a tweet is $1.35 each time someone clicks, replies, or retweets your tweet, that equal 10,000 interactions on our promoted tweets. The monthly cost for Instagram is only $750 monthly, or $25 a day. Monthly cost for Facebook advertising is $480 or $16 daily. With that cost amount we are projected to reach 1.9k-5.4k people daily. For Youtube the daily cost is $15, or $450 monthly. With that budget we are projected to get 1.7k-3.7k views a week on our videos. The total monthly budget for paid advertising is $36,080. For the Google campaign our keywords are: Fast food; Healthy burgers; and alternative meals.

Slide 12: Closing Slide:

Thank you for your time and attention.

Citations:

Cooper, Paige. “25 Twitter Statistics All Marketers Should Know in 2020.” Social Media Marketing & Management Dashboard, 17 Dec. 2019, blog.hootsuite.com/twitter-statistics/.

Newburry, Christina, and Evan LePage. “How to Create a Social Media Strategy in 8 Easy Steps (Free Template).” Social Media Marketing & Management Dashboard, 9 Nov. 2020, blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/.

The Pitch: Draft 1

Presentation Script:

Slide 1: Title page

Slide 2 Brand & Overview:

Thru-N-Thru is the newest fast-food restaurant coming to a town near you. What sets Thru-N-Thru apart from competitors is our passion for providing a healthy meal to our customers. We at Thru-N-Thru pride ourselves on making each meal as delicious as it is healthy. Thru-N-Thru also likes to set the example of what a family-friendly restaurant should be. Our polite staff is second-to-none when it comes to customer service, and no problem is ever to troublesome for us to handle.

Slide 3 Campaign Big Idea:

Thru-N-Thru’s campaign big idea is about our love for unhealthy foods. The insight of our big idea is that people love eating burgers, but it can be bad for your health in the long run. For someone who strives to eat healthy, usually the most delicious foods are your worse enemy. Our brand connection to this problem is that we can supply healthier alternative burgers that taste as good as the originals, but with less of the unhealthy side affects. Thru-N-Thru’s succinct expression is “Here’s to not breaking the bank or your belt.”

Slide 4 Target Audience:

We have made two brand personas for ideal customers to Thru-N-Thru. Their names are Jane Smith and John White. Jane is a hard-working mother that doesn’t always have the time to cook dinner after a day’s work. Jane wishes there was a healthier option for quick take-out food. She wants something that she can pick up on the way home from work, and not have to worry about what she’s feeding her family. John is a young adult that works hard on himself. He lives a fitness orientated lifestyle and tends to notice that when he eats other fast-food his energy is drained quicker. John loves eating fast-food, but with how unhealthy it is for him he elects to only eat fast-food on his cheat days. Both personas wish for a healthier alternative to fast-food so they can rest easy knowing they made the right decision.

Slide 5: Goals & KPIs:

Our three goals at Thru-N-Thru are: 1. Make company profits for the year reach at least $3,000,000; 2. Gain a sum of 1,000,000 followers across all Thru-N-Thru social media pages by the end of the year; 3. Reach an average of 50 engagements per month across all social media. Our indicators for measuring these goals are: 1. At the end of the fiscal year profits will be calculated. Profits must exceed expenses by $3,000,000; 2. On December 31st, the number of followers on all Thru-N-Thru social media pages will be counted; 3. Monthly engagements will be counted every month. On December 31st, the team will calculate the monthly average of engagements across social media platforms.

Slide 6 Social Media Strategy:

Thru-N-Thru is targeting Twitter, Facebook, and Instagram for its social media strategy. We believe Twitter is a useful platform because it is the best way to connect with the younger audience of consumers. In an article from marketer & writer Paige Cooper, 30 million Americans or 20% of the twitter population, use twitter daily. Also 44% of Americans aged 18-24 use twitter daily. Also with Twitter we have the capability of having conversations straight with the consumers. Facebook is going to be used more towards finding new consumers. With the feature of interests on Facebook we have a better chance at popping up in people’s newsfeeds if their interests are anything food related. This is the perfect way to get some free advertising while at the same time opening up to new possible consumers. On Instagram Thru-N-Thru will showcase its menu options. Posting pictures of our meals on Instagram is the perfect way to attract new or returning customers. The pictures will give the consumer a glimpse of what they could get at Thru-N-Thru, and that will influence them towards buying from us sooner or later.

Slide 7 Paid Ads Strategy:

Thru-N-Thru will advertise through five different outlets. Google search engine, Twitter, Instagram, Facebook, and Youtube. With Google we will be targeting almost everyone, specifically people aged 18-54. We will be targeting anyone that searches for things like health/fitness, fast-food, or cooking/food. With Twitter we are targeting an audience aged 18-29. Were focusing more on trending topics on Twitter, with things like fast-food, social media influencers, or hip-hop. On Instagram we are targeting people aged 18-29. We want to be featured on people’s “For You” page, so we are focusing on interests like cooking/food, fast-food, and social media influencers. On Facebook we are targeting middle-aged people aged 34-60. Our focus with Facebook is targeting people with interests like fast-food, health/fitness, and cooking/food. For Youtube we are targeting people aged 18-34. More specifically we are targeting the gamer community on Youtube. Gamers are people who watch/play video games and watch gaming videos on Youtube.

Slide 8 Inbound Strategy:

For our younger target audience, mostly the people who use Twitter, Instagram, and Youtube, we will attempt to influence them by portraying fast-food (specifically Thru-N-Thru) in a new light. We will make fast-food look like the new future of social gatherings. A place where friends can meet up after a long day and wind down with some delicious, but healthy, food. For our older audience, mostly for people on Facebook and Google, we will highlight the importance of health in the Thru-N-Thru company. Our healthiest and top selling menu items will be showcased along with some information on how Thru-N-Thru’s food options may look similar to those of McDonalds or Wendy’s, but will actually be exponentially healthier for you. We will use keywords like: healthy restaurants; burger restaurants; nutritional facts; and more to attract our target audience. One example of a Thru-N-Thru blog post would be titled: Thru-N-Thru Outlives the Competition. Where we talk about the differenced between Thru-N-Thru and its competitors in terms on healthy meal options. One content offer idea is a guide highlighting the nutritional facts from each fast-food restaurant. In this guide you can see what restaurants offer the healthiest meals, and which don’t.

Slide 9: Sample Content:

Instagram: One advertisement concept for Instagram will be showcasing Thru-N-Thru’s meals through photos on our page. Each week we will showcase a new item from our menu. Each post will contain a collage of pictures highlighting different aspects of the meal being showcased. In the caption of these posts will be a link to Thru-N-Thru’s official website where the customer can redeem free coupons for the meal being showcased that week. These posts will always use paid promotions in order to maximize the engagement on each post.

Youtube: For Youtube we are targeting the video game community. Our advertisement will be shown before videos played on Youtube. The video will be 30 seconds long. The video will show healthy foods in armor dressed like characters in the popular video game Fortnite. The video will show the healthy food characters in a battle against the big monster, which will be played by an unhealthy food. The healthy foods will come out on top and before the video ends Thru-N-Thru’s logo and slogan will be shown.

Twitter: For Twitter there will be a promoted tweet that contains a video. The video will show famous surfer Greg Cipes surfing on a wave in sunny California, and in his hand he is holding a burger from Thru-N-Thru. Greg will ride the wave all the way onto shore where he will smoothly land on a bench and start eating the burger. He then says “I always eat Thru-N-Thru burgers to get me over the wave!”

Slide 10 Campaign Budget: The monthly budget for Google advertising is $13,400, which equals to 20,000 clicks for our advertisement. The monthly budget for Twitter is $13,500. With the average cost of promoting a tweet is $1.35 each time someone clicks, replies, or retweets your tweet, that equal 10,000 interactions on our promoted tweets. The monthly cost for Instagram is only $750 monthly, or $25 a day. Monthly cost for Facebook advertising is $480 or $16 daily. With that cost amount we are projected to reach 1.9k-5.4k people daily. For Youtube the daily cost is $15, or $450 monthly. With that budget we are projected to get 1.7k-3.7k views a week on our videos. The total monthly budget for paid advertising is $36,080. For the Google campaign our keywords are: Fast food; Healthy burgers; and alternative meals.

Slide 11: Closing Slide:

Citations:

Cooper, Paige. “25 Twitter Statistics All Marketers Should Know in 2020.” Social Media Marketing & Management Dashboard, 17 Dec. 2019, blog.hootsuite.com/twitter-statistics/.

Newburry, Christina, and Evan LePage. “How to Create a Social Media Strategy in 8 Easy Steps (Free Template).” Social Media Marketing & Management Dashboard, 9 Nov. 2020, blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/.

Inbound Marketing Part 2

Follow Up Emails:

Email 1:

Thank you for opting into Thru-N-Thru’s newsletter. Each newsletter will detail Thru-N-Thru’s most recent business dealings and opportunities. Features of the newsletter include specifics about Thru-N-Thru’s new store openings, new menu options, and more! Members of the Thru-N-Thru newsletter will be the first to know when Thru-N-Thru is expanding its operations to new cities, with the details of the store address and grand opening date specified. Newsletter members will also be the first to know when Thru-N-Thru is going to launch new menu options.

Email 2:

Good news! You have opted into Thru-N-Thru notifications, let the savings begin! By opting into Thru-N-Thru notifications you will be sent an email roughly 4-5 times a month. Each email will introduce exclusive limited time deals that you can use at Thru-N-Thru restaurants. Deals can range from a free large fountain drink, a free large fountain drink, or even a free whole meal! Be sure to stick around for all of the best limited time offers!

Email 3:

Thank you for opting into Thru-N-Thru emails. Your journey towards a healthier lifestyle is only just getting started! Opting into Thru-N-Thru emails gives customers like you exclusive deals that cannot be found anywhere else. Although that’s not the only thing that will be included in our emails. Professional blog posts discussing healthy lifestyles, easy and family-friendly recipes, interviews with Thru-N-Thru chefs, and tons more will also be included for your disposal. Stick around to see all of our delicious offers.

Follow Up Offer:

For customers that click on our ad, they receive a 25% coupon code that can be used for a discount on catering prices.

Second Content Offer Idea:

When customers click on our ad they will be offered to download the Thru-N-Thru app. The app is available on mobile smartphones, but is connected to the Thru-N-Thru website so that it has all the same capabilities as the website.

The call to action will say “Get rewarded for your smart choices”. The app that they downloaded will receive award points for every purchase they make at Thru-N-Thru. The points can then add up and be exchanged for exclusive deals at our restaurants.

Inbound Marketing Part 1

i. Target Audience:

We plan on reaching our target audience through a mixture of content and advertisements on social media sites Twitter, Facebook, and Instagram, and search engine Google, and video streaming platform Youtube. For possible consumers in the age range 18-34 we will target them most on the platforms Twitter, Instagram, and Youtube. These sites are the the most optimal for reaching this age group because these platforms are what millennials and young adults use the most, typically from their smartphones. For our older demographic, consumers aged 35-60, we believe Facebook and Google will be the best ways to reach them. People who are in Gen X and Baby-Boomer demographics are more likely to use Facebook than younger adults, and mostly everyone uses the Google search engine so it will be perfect.

For our younger target audience, mostly the people who use Twitter, Instagram, and Youtube, we will attempt to influence them by portraying fast-food (specifically Thru-N-Thru) in a new light. We will make fast-food look like the new future of social gatherings. A place where friends can meet up after a long day and wind down with some delicious, but healthy, food.

For our older audience, mostly for people on Facebook and Google, we will highlight the importance of health in the Thru-N-Thru company. Our healthiest and top selling menu items will be showcased along with some information on how Thru-N-Thru’s food options may look similar to those of McDonalds or Wendy’s, but will actually be exponentially healthier for you.

ii. Keywords:

1. Fast food
2. Healthy
3. Restaurant
4. Burgers
5. Healthy foods
6. Burger restaurant
7. Alternative meals
8. Healthy restaurants
9. Fast food restaurant
10. Healthy meals

iii. Types of Content:

For our younger audience that we are targeting on Twitter, Instagram, and Youtube, the type of content we will make is is videos that show groups of friends eating Thru-N-Thru together at various locations. We will also have some small celebrity appearances in the videos that will influence the younger audience to at least watch our videos because there is an influential character in it. Young people care deeply about their friends, so showing a video of groups of friends having fun socializing over some Thru-N-Thru burgers will influence them into believing they can do the same with their friend group. Young people are always looking for new experiences they can enjoy with their friends along side them.

For our older target audience that will mostly use Facebook and Google, we will just show snapshots of our food along with brief descriptions on how/why it is different from usual fast-food restaurants. The focal point of these snapshots will be what makes Thru-N-Thru meals healthy, and why it’s a better alternative to regular greasy fast-food. Because this demographic is older, they care more about the health side of what food they eat. This is why it’s important to show how with Thru-N-Thru they can still eat the delicious fast-food they love, but with a fraction of the guilt.

iv. Blog Ideas:

1. The headline will read The Foundation of Thru-N-Thru. In this blog post we will discuss the reasoning behind the foundation of Thru-N-Thru. Why our founder decided he had enough with the usual fast-food restaurants, and why he believed there could be another way for people to enjoy fast-food without the after-effects like guilt and obesity.
2. The headline will read Juan Carlo: The Man Behind Everything. In this blog post we will interview Thru-N-Thru’s top chef Juan Carlo. We will ask Juan how he came up with the recipes for Thru-N-Thru’s top meal options, and why he decided to join Thru-N-Thru.
3. The headline will read Thru-N-Thru Outlives the Competition. In this blog we will talk about the differences between Thru-N-Thru and our competitors like McDonalds and others. We will highlight how much healthier our food is compared to other fast-food restaurants, and why if you stick with Thru-N-Thru you are more likely to live longer than if you continually ate our competitions food.

v. Content Offer Idea:

Our content offer idea is a chance for the consumer to be a taste tester for new Thru-N-Thru meal options. They download a page from our website that they then fill out with information including where they live, age, how many kids, how often they eat fast-food, email, and select the option of whether or not they want to be included in our monthly newsletter. The call to action that will get the consumer attention will be “We need you! Win a chance to become an official Thru-N-Thru taste tester and also free Thru-N-Thru meals for a year!”

vi. Social Networks:

Google: We will use Google to promote new meal options that come to the Thru-N-Thru menu, along with occasional coupons that can be found with it.

Twitter: We will use videos of social gatherings to promote how Thru-N-Thru can help friend groups become closer. We will show how it can become a tradition to eat Thru-N-Thru in friend groups.

Instagram: We will promote new menu options as well as classics on our Instagram page. Occasionally we will post a video of our Thru-N-Thru chefs at work in the kitchen, like a video showing the process from beginning to end of how they make the burgers.

Facebook: We will use pictures of our food along with small data sets that highlight how Thru-N-Thru meals are healthier when compared to other fast-food restaurants.

Youtube: For Youtube we will highlight the “fast” portion of our company. Most of the demographic we are targeting on Youtube like to play or watch others play video games. With the gamer community people want to be able to receive their food quickly, because the quicker you can eat means less time spent not playing/watching video games.

Inbound Marketing Certification

https://app.hubspot.com/academy/8738750/tracks/24/exam/award/24/AcademyNewInboundCertification

Thru-N-Thru’s Paid Advertising Strategy

Thru-N-Thru’s Five Advertising Channels:

1. Google Search Engine PPC
2. Twitter
3. Instagram
4. Facebook
5. Youtube

Campaign Targeting:

Google Search Engine PPC:

Age: 18-54 ; Gender: Male/Female ; Education: High school/College degree ; Location: United States ; Interests: Health/fitness, fast-food, cooking/food, healthy meals.

Twitter:

Age: 18-29 ; Gender: Female ; Education: High school/College degree ; Location: Los Angeles ; Interests: Health/fitness, fast-food, social media influencers, beaches, Hip-Hop.

Instagram:

Age: 18-29 ; Gender: Male/Female ; Education: High school/College degree ; Location: Eastern/Mid-West United States ; Interests: Health/fitness, fast-food, social media influencers, cooking/food.

Facebook:

Age: 34-60 ; Gender: Male/Female ; Education: High school degree ; Location: United States ; Interests: Health/fitness, fast-food, home renovations (TV shows)

Youtube:

Age: 18-34 ; Gender: Male ; Education: High school/College degree ; Location: Eastern United States ; Interests: Health/fitness, fast-food, video games.

PPC Keywords:

Keywords/Phrases: Fast-food ; Fast-food Restaurants Near Me ; Healthy Burgers ; Alternative Meals ; Burger Restaurants Near Me ; Healthy Restaurants Near Me ;

Ad Concept Ideas:

Instagram: One advertisement concept for Instagram will be showcasing Thru-N-Thru’s meals through photos on our page. Each week we will showcase a new item from our menu. Each post will contain a collage of pictures highlighting different aspects of the meal being showcased. In the caption of these posts will be a link to Thru-N-Thru’s official website where the customer can redeem free coupons for the meal being showcased that week. These posts will always use paid promotions in order to maximize the engagement on each post.

Youtube: For Youtube we are targeting the video game community. Our advertisement will be shown before videos played on Youtube. The video will be 30 seconds long. The video will show healthy foods in armor dressed like characters in the popular video game Fortnite. The video will show the healthy food characters in a battle against the big monster, which will be played by an unhealthy food. The healthy foods will come out on top and before the video ends Thru-N-Thru’s logo and slogan will be shown.

Twitter: For Twitter there will be a promoted tweet that contains a video. The video will show famous surfer Greg Cipes surfing on a wave in sunny California, and in his hand he is holding a burger from Thru-N-Thru. Greg will ride the wave all the way onto shore where he will smoothly land on a bench and start eating the burger. He then says “I always eat Thru-N-Thru burgers to get me over the wave!”

Paid Media Budget:

Google:

For PPC advertising on Google the fee for each click is $0.67. The total monthly budget for Google advertising is $13,400, which would equal about 20,000 clicks.

Twitter:

The average cost of promoting a tweet is $1.35 each time someone clicks, replies, or retweets your tweet. Because we are targeting a smaller population on Twitter, the total monthly budget for Twitter advertising is $13,500. That would amount to 10,000 interactions (clicks, replies, retweets) from our tweets. An extra $7,500 is for Greg Cipes to star in our advertisement.

Instagram:

The cost to promote our photos/account on Instagram is $25 a day, or $750 for a month.

Facebook:

The total monthly budget for Facebook is only $480 a month. To promote the Thru-N-Thru account it is $16 a day, this number allows us to reach 1.9k-5.4k people daily.

Youtube:

For Youtube our ad will be shown before videos. The daily budget for advertising on Youtube is $15 or $450 monthly. The average cost we pay for every viewer is $0.03. We only pay the fee if our video is watched for at least 30 seconds, or if they click the link in the ad. With this budget we are expected to receive 1.7k-3.7k views a week.

In total our budget is $36,080 a month for all paid advertisement campaigns.

Three Goals:

One goal we plan to achieve by these paid campaigns is a total of $3,000,000 in profits for the year.

Another goal is an increase of 100,000 followers spread across all Thru-N-Thru social media accounts.

The last goal is to get 100,000 views on our advertisement on Youtube by the end of the year.

Thru-N-Thru’s Social Media

Background:

Thru-N-Thru’s social media presence is starting from the bottom. We are starting with zero followers on zero accounts.

Objectives:

Primary Objective: To make company profits for the year reach at least $3,000,000.

Secondary Objective: Gain a sum of 1,000,000 followers across all Thru-N-Thru social media pages by the end of the year.

Secondary Objective: Increase engagement. Reach an average of 50 engagements per month across all social media. (Engagement=comments, shares, replies)

Key Performance Indicators:

Company profits will be calculated at the end of the year on December 31st. Objective will be measured by sales and expenses. Sales must exceed expenses by at least $3,000,000.

To measure the success of gaining 1,000,000 followers, on December 31st the amount of followers on each of Thru-N-Thru’s social media pages will be measured and added together to see if the sum reaches 1,000,000 or not.

Increased engagement will be measured by the amount of engagements Thru-N-Thru receives throughout all social media sites on a monthly basis. Occurrences that would count as an engagement would be; replies to Thru-N-Thru posts, shares of Thru-N-Thru posts, or comments on Thru-N-Thru posts.

Platforms:

One platform Thru-N-Thru is targeting is Twitter. Our company knows it can have a better influence on young adults than any other demographic, and young adults love using Twitter. In an article from marketer & writer Paige Cooper, 30 million Americans or 20% of the twitter population, use twitter daily. Also 44% of Americans aged 18-24 use twitter daily. Thru-N-Thru will use Twitter to engage directly with the consumers. Talk with them to hear any compliments or complaints, and let them know directly how we can possibly solve it. Simply tweet using a hashtag related to Thru-N-Thru and you can have a network of customers talking related to the company.

Another social media outlet Thru-N-Thru will target is Facebook. Our company believes Facebook is a great way to reach new customers. Facebook users input many interests when making an account, many of which could connect them with Thru-N-Thru. Say a new user selects health or fast-food as their interest, Facebook will then give that user recommendations for pages they might be interested in, possibly including Thru-N-Thru’s page.

The last social media platform Thru-N-Thru will target is Instagram. With Thru-N-Thru being a restaurant first and foremost, the best way to get people to see the brands delicious new foods is through posting pictures of the food on Instagram. When people hear about healthy food alternatives, especially healthy burgers, they don’t think the food will be of much quality. Showing people directly what Thru-N-Thru’s food looks like could be a significant turning-point in a consumers decision making process. They will see that the burgers aren’t green and nasty like some might think but look the same, if not better, than a regular burger.

Platform Strategies:

Twitter:

Thru-N-Thru will post everything from advertisements, to AMA (ask me anything) sessions, to information about the company, and anything that we as a company would want the consumer to see personally. Content will be posted every day, with at least one post per day average. Our way to attract followers will be to reply directly with consumers, trying to get as much attention as we can. Using Twitter’s core features, Thru-N-Thru will participate in hashtags that relate to our brand, such as hashtags about health, fast-food, or alternative meals. We will tweet using the hashtag and connect with the network that also uses that hashtag. The tone of our tweets will be passive-aggressive. Letting our consumers know about or healthy alternatives without forcing guilt on them.

Facebook:

The type of content Thru-N-Thru will post of Facebook will be promotional. This is where we post advertisements, information about the company, and new promotions. Thru-N-Thru will post on Facebook at least 4 times a week. And the posts will never range more than two days apart. Our attraction of followers will come from the interests that the Thru-N-Thru page aligns with. Interests that can lead followers to our page can be; health, fast-food, alternative meals, burgers, and more. Thru-N-Thru will use Facebook’s core feature of the news feed to reach more consumers. We will promote ourselves on the news feed so that people who have the same interests as Thru-N-Thru will have a higher chance of coming across our advertisement or page. The tone of our posts calm, with our postings being purely informational. We will engage and respond with our audience through the comment section, with a team dedicated to replying to most of the comments on our posts, so that the consumer feels valued.

Instagram:

The type of content Thru-N-Thru will post on Instagram will be pictures of the food that is available on the Thru-N-Thru menu. Either a new picture will be posted every two days, or a total six times a week. Followers will be attracted through the discover tab on Instagram. The algorithm for the discover page usually shows your top two interests, or posts related to other posts you’ve liked the most. So if someone likes a lot of posts with food, their discover page will be full of other food-related pictures. This is where Thru-N-Thru will come in. Our photos will be shown on possible consumers discover pages and they will in turn follow our account. Pictures won’t be the only thing Thru-N-Thru posts on Instagram. We will also use the core feature of Instagram stories to engage with the consumers differently. We can post anything from new promotions to polls that the consumer can fill out directly from our Instagram story. Our tone for our posts will be passive-aggressive. Showing people there can be a healthier alternative to regular fast-food restaurants, but not forcing guilt on them.

Micro-Content:

Twitter:

For Twitter we can use the pillar content “Do’s and Don’ts”. This pillar content is about which foods are good for you and what aren’t. For the purpose of Twitter we can have a post that includes two photos, one healthy food and one that isn’t. Under the photos there is a survey that other users can answer directly on your tweet. The survey can ask “which food is healthier for you?” and the options for the survey will be the two foods in the photos. This is an opportunity for the community to discuss the survey under your tweet, ultimately increasing brand awareness for Thru-N-Thru. No additional assets are needed for the making of these tweets.

Facebook:

For Facebook we can use the pillar content “Getting to Know Thru-N-Thru”. Since this pillar content is an informational piece on how the food is made at Thru-N-Thru, it is perfect for our audience on Facebook. When we have postings on Facebook about information about our company, we can use slices of video from the pillar content to show the consumer directly what we mean. Only additional asset we need is someone who can edit and alter video using computer software.

Instagram:

We will use the some of the “Who’s the Imposter” pillar content to use for Instagram posts. All we have to do is simply put 4-5 photo stills of the healthy foods from the video, and have the caption say “Can you find out who the imposter is and is actually unhealthy?”. The consumers can then comment under the post of who they believe is the imposter. No additional assets are needed for the inclusion of screenshots of the pillar content in the postings.

Thru-N-Thru’s Digital Strategy (Final Draft)

Background:

Thru-N-Thru has had little previous experience in digital strategy. Only previous work was an ad campaign ran through Facebook that targeted middle aged women. Thru-N-Thru has revamped its marketing department and plans on making large steps in the near future. The new marketing department plans to bring revolutionized new ideas to the market using new technology and intel that is a result of years of studying and preparing.

Objectives:

Primary Objective: To make company profits for the year reach at least $3,000,000.

Secondary Objective: Be a leading corporate account on social media.

Secondary Objective: Increase brand awareness

Key Performance Indicators:

Company profits will be calculated at the end of the year on December 31st. Objective will be measured by sales and expenses. Sales must exceed expenses by at least $3,000,000.

Success on social media will be measured through the amount of followers the official Thru-N-Thru account has, and the amount of likes/retweets/shares each post receives. These variables can be measured every six months to see if success on social media is going up or down.

Brand awareness can be measured through social media, or by things such as mentions in an article or newsletter. Success on this objective can be measured through the amount of times Thru-N-Thru is mentioned by a major news source. The success of Thru-N-Thru’s popularity can be measured every three months to see if the amount of coverage is going up or down.

Big Idea:

Insight: People love eating burgers but it can be so unhealthy for you in the long run. For someone who wants to eat healthy, usually the foods that are the most delicious are actually your worst enemy. Thru-N-Thru is for the people that want to eat healthy but not give up their favorite foods.

Brand Connection: Thru-N-Thru is the perfect way to satisfy your hunger for good food, with healthy delicious burgers that don’t break the bank or your belt.

Succinct Expression: “Here’s to not breaking the bank or your belt.”

Targeting and Platforms:

Our first target persona is Jane Smith. Jane doesn’t always have the time to cook dinner for her family after work so she often stops by a fast food restaurant on her way home. Jane finds it troubling how unhealthy the meals usually are at these fast food restaurants. She wants to get her children the food they like, but doesn’t like how unhealthy it is for them.

The second target persona is John White. John is a young adult who cares about his health and fitness. John loves going on social media and talking about various topics. He works as a yoga instructor so he has influence over his clients, who often ask him about what he eats to stay fit. John doesn’t eat fast food often because of how unhealthy it is, but still likes to get fast food on his cheat days.

Social Media:

Social media will be a big part in Thru-N-Thru’s digital campaign. Most of the target audience uses social media consistently so it will be a major factor in reaching said audience. Thru-N-Thru will use social media such as YouTube to administer surveys to consumers to determine how recognized the company is in target markets where Thru-N-Thru is located or soon-to-be located. Thru-N-Thru will also focus on increasing friends/followers on Twitter and Facebook. Most of our target market uses one of the two, or both, so it is the best media to reach new customers.

Paid Advertising:

In total the paid advertising budget is $503,000 across Youtube, Snapchat, and Facebook.

For YouTube the budget will be $200,000. For one non-skippable ad on YouTube it is $0.20 per screen. Our goal is to reach one million screens with our ad on YouTube.

$300,000 will be used for advertising on Snapchat. $50 a day for 60 days in 100 different cities. The advertisement will be ran in the top 100 cities where Thru-N-Thru is located already. There will be a 20-mile radius around the store where Snapchat users will be eligible to see the ad on the app.

For Facebook the budget is only $3,000. It is $50 to run an ad in select cities and the ad will be ran for 60 days.

Search Engine Optimization:

Traffic from search engines can help Thru-N-Thru identify the average consumer. Things like what they search for and what other advertisements appear on their screen can help us discover what their habits and desires are. Thru-N-Thru can use these factors for creating ads that are specific to an audience.

Email Marketing:

Thru-N-Thru loves chatting directly with customers for many reasons. We believe the best way for a direct hotline is through email. That’s why if you submit your email and register for Thru-N-Thru’s newsletter you’ll receive regular benefits and discounts! Thru-N-Thru’s newsletter is bi-monthly and in it entails news, events, and discounts.

Website:

Thru-N-Thru’s official website is now live and will be the end goal for our advertising campaign. Our efforts are to drive traffic to the site because that is where the customer can find any information they need such as menu options or store locations.

Pillar Content:

One piece of content is a video ad series that is named “Who’s the imposter?” This series will include animated foods that each have their own personality. In each video of the series there will be a different group of healthy foods in a room, but one of them is an imposter, and is actually unhealthy. The foods quickly determine which one is the imposter and they are thrown out. This series can be split up into other marketing tactics such as a trivia game, or a one-on-one video with a healthy food character where they explain what makes them a healthy food.

Another piece of content could be a documentary on healthy and unhealthy foods names “Do’s and Don’ts”. It could be something like the film “Supersize Me” that outlines the unhealthy dangers included with eating only McDonalds. The particular documentary could be focused around children, and what foods they should and shouldn’t avoid. This documentary can be split up into smaller videos that can then be posted on social media.

The last piece of pillar content is an introductory video about how the food is made at every Thru-N-Thru store. It will be called “Getting to Know Thru-N-Thru”. It shows the process of the development of food at Thru-N-Thru, starting with the theory and then the transition from an idea to real life substance, and then to the consumer. This video can be split up into smaller videos and quotes to include in other advertisement opportunities.

Introducing Thru-N-Thru (Final Draft)

Thru-N-Thru is the newest fast-food restaurant that is popping up in cities around the United States. With the restaurant’s menu focused around healthy yet tasty food alternatives, you will be amazed at how healthy the food really is for you.

The fast food industry is full of restaurants that serve nothing but unhealthy foods to its consumers, leading to an unhealthy population. The food that is served in most fast-food restaurants is hardly ever fresh, usually kept frozen for weeks at a time. To prepare the “meals” at typical fast-food restaurants they usually just warm it up, stuff it in a bun with some soggy lettuce, and call it a day. Sure it’s quick service, but is the five minute wait worth the lifetime of obesity and other health problems that follow? Thru-N-Thru strives to change the standard for what a fast food restaurant should be. Thru-N-Thru believes that you shouldn’t have to sacrifice a healthy meal just for the sake of time and quickness. Thru-N-Thru gives you the best of both worlds with our fast service and healthy meal options. We make our meals fresh daily, never freezing our produce, to make sure our customers receive the absolute best meal a fast-food restaurant can serve up.

Thru-N-Thru’s founder Charles Xavier believed that the fast food industry was taking a turn for the worse, with more and more unhealthy meals popping up on the menu. It was a serious issue that greatly affected the direct health of a large portion of the U.S. population. Charles feared no one would ever step in to deliver the costumers a healthy alternative. At the time, the current state of healthy food restaurants was that of high-end dining with small proportion meals. But Charles believed there was opportunity for a new restaurant to enter in the fast-food industry. One that gives customers a quick meal that is also healthy for you. Thus Charles formed Thru-N-Thru, a fast food chain that you can find off any major highway exit in the United States.

“It’s the right option!” is the official slogan of Thru-N-Thru.

Thru-N-Thru’s brand voice is passive-aggressive. We don’t want to force you to eat healthier, but we’ll nudge you in the right direction. If people feel like they are being asked to eat healthier, then they will feel stronger not to. The consumers need to eat healthier at their own free will, so that is what Thru-N-Thru must do. We must use our brand to change the way people think. Influence them into wanting to eat healthy on their own, and not because we told them to.

Brand Image:

Photo by Pixabay on Pexels.com

Photo by Pixabay on Pexels.com

Photo by Pixabay on Pexels.com

Thru-N-Thru Competitors:

While Thru-N-Thru is a much smaller company compared to McDonald’s and Wendy’s, Thru-N-Thru has the capability to take them both down. With McDonald’s their problem is hardly ever changing their menu much. Not only will Thru-N-Thru add new items to its menu, but it will also be made the focus of new advertisements. Wendy’s problem is that the menu options are some of the most expensive compared to other fast-food restaurants. The only way for a customer to save money at Wendy’s is to purchase the whole meal, fries and drink and all, and not just the sandwich or burger alone. Some customers don’t want the whole meal but don’t want to spend an outrageous amount of money on just one burger. Thru-N-Thru will give customers the option to purchase a meal as a whole, or as just a burger. Thru-N-Thru alters its menu so that you save money with either option.

Learning From Example

I learned from this video that happiness can be quantifiable. When you create a unit of happiness for someone, an increase of happiness is experienced by both parties. In other words, it makes you happy when making others happy. Introduce happiness to a group of people and the effect is exponential.

This will help shape Thru-N-Thru’s digital strategy because it outlines a way to increase the company’s visibility and following on social media sites. When interacting with people on social media, it is more effective to post a personalized message to each individual instead of a blanket post that can be applied to everyone. This makes the consumer feel more special, like the company is talking to only them, which makes the recipient of the message more inclined to retweet or share the post. Thru-N-Thru will make the campaign more personalized so that each consumer feels valued.

Because the consumer journey is no longer linear, it is becoming more difficult to determine when the consumer will come in contact with your message. Because of that it is harder to deliver the right message at the right time. Sharing insights gives you more of an idea to whether someone should be receiving a brand message or a product message.

Using tools such as the Google Marketing platform can give Thru-N-Thru insight into what kind of message the company should release at that point in time, and to who. Thru-N-Thru will use Google Marketing to measure the success of the advertising campaign, looking at the after-effects of each move made to see if the results are fair or poor.

Pillar content, if done correctly, can provide an abundance of other opportunities the brand can use to advertise its product or service. You only need to use one theme or character that is the pillar of your campaign, and then you can make different variables using the pillar theme/character for the rest of your campaign. In this example KIA used the cat as its pillar content, going on to develop apps and different consumer interaction devices using the same cat as the main character.

Thru-N-Thru can use this idea of a pillar character to star in each of the advertising campaign’s different ads. This will shape Thru-N-Thru’s digital strategy so that there will be a pivotal character that is the pillar of the digital strategy campaign and will feature in every subsequent advertisement that follows.

I learned from the five examples shown in the video that the best way to get brand exposure is through community involvement. Through this the community feels closer to not only the brand, but also to the other people who enjoy the brand. Community involvement is an easy way to gain more exposure because the content is shared between individuals, meaning it’s not always directly from the brand itself.

This will shape Thru-N-Thru’s digital strategy in a way that makes it more open and engaging with the public. The digital ad campaign will be friendly in a way that inspires people to engage with it on their own. It will be something that the community can rally around. Community involvement will be one pillar of the campaign, with community outreach at the forefront of the digital strategy.