1. By: Kimberly Maier-Downing, Stephanie Fischer, and Jordan
Miller
2. Created by Dave Thomas in 1969 Pioneer of the drive-thru
6500 restaurants worldwide Canadian partnership with Tim Hortons
since 1995 Tied for 2nd highest market share among hamburger
restaurants
3. Hada number of unsuccessful campaigns since 2002 (Dave
Thomas passing) Mr. Wendy Its Better Here and Do Wendys Needs to
build a new image Separates them from their competition and builds
on commitment
4. Strengths 3rd largest fast food chain worldwide Healthier
food options compared to competitors Garden Sensations Salads
Successful merge with Tim Hortons Weaknesses Market share has held
even Unsuccessful campaigns and slogans
5. Opportunities Fast Food is the largest food segment Over
200,000 different restaurants worldwide Market has been increasing
Due to more consumer time constraints Threats McDonalds owns 50% of
the fast food market Popularity in sandwich restaurants Subway
6. Increase Wendys Canadian market share from 12% to 14%
Increase Wendys current revenue from $611.4 million to $650 million
Increase 1st time buyers by 20% Increase brand loyalty by 10% All
are planned to be achieved by December 2012
7. Young families between the ages of 24-45 Have a total
household income of $40,000 to $80,000 Live in suburban areas just
outside urban cities throughout Canada After working a full day,
must shuffle their children to their after school activities No
time to prepare meals Looking for a quick, balanced meal with
healthier options at a fair price
9. A young family that consists of Two parents: Sam and Pam The
Coaches Three kids: Johnny, Ronnie, and Tommy The Hat-Trick One
dog: Tucker The Mascot A short day in the life of this particular
family Parents are full-time workers in the business industry They
balance their lives between work and their children Children are
members of their local hockey team Parents have no time to prepare
meals They all end up going to Wendys before making it to the
Hockey arena on time
10. Objectives To communicate to young families that Wendys
provides quick quality, made to serve hamburgers, as well as other
great options Strategies Central Theme The short day in the life of
the balanced family Appeal Positive and Lifestyle Tagline Doesnt
take time to enjoy Wendys Execution Advertising family would be
able to experience Wendys quick and convenient service while in a
rush to their hockey game
11. Objectives Increase awareness Increase brand loyalty
Execution Radio ad will air during the week between 7am and 9am,
and again between 3pm and 6pm Coupons will be distributed via mail
to targeted urban areas, with a high level of young families
Television commercials will be debuted during primetime hours on
family channels such as CBC, CTV, and Global
12. 1000000 900000 800000 700000 600000 500000 Television
400000 Radio Coupons/contest 300000 200000 100000 0
13. Objectives Increase awareness Strategies Mail Execution
Include coupons, which allows families to save Mail will be sent
out to each household in segmented areas within our target market.
Neighborhoods with a high population of families with younger
children. Contests and events will be announced
14. Objectives To enhance Wendys overall image as a popular and
trusting fast- food brand to our target market Strategies Search
Advertising (Google) Banner Ad (Toronto Star) Email Ads (Hotmail)
Social Media Network (Facebook) Execution Virtual contests on
Wendys official Facebook page Parents Kids
15. Objectives Strategies Execution Promotions Buy one get one
Free biggie size meals Free frozen treat with all combos Contests
Children from sports teams and school participate in a contest to
win prizes such as a free Wendys lunch for the whole
class/team
16. Objectives To show that Wendys restaurants support youth
minor hockey associations across Canada Strategies Create Message
Content Contact all provincial minor hockey associations about our
upcoming sponsorship Execution Press Release Who: Youth Hockey
Associations across Canada What: To inform these associations about
our sponsorship for pre-determined divisions (12 teams per
division) Where: Major Canadian newspapers and the head office of
each provincial minor hockey association When: January 2012 Why: To
preview our sponsorship for the upcoming regular season (Fall
2012)
17. Objectives To inspire the target audience to become
involved in a one day hockey tournament Strategies To associate
Wendys with the popular sport of hockey in suburban areas Execution
1st annual Wendys hockey tournament would take in May 2012 at The
Sports Village 64 teams participating across Ontario Each player
would get a Wendys water bottle just for participating Winning team
receives Wendys custom hockey jerseys along with a $250 voucher
towards a party
18. Objectives To establish one-on-one relationships between
parents of young families and the people of Wendys Strategies
Qualify customers Identify customer needs Conduct Sales
Presentations Execution Prospects would be parents who are living
with a balanced lifestyle Find these people in shopping malls Show
them the new advertisements
19. Entire IMC Campaign Personal Interviews Online Surveys
Advertisements Day After Recall Test Reach/Frequency Sales
Promotions Redemption Rate
20. Direct Response Total number of letters returned
Interactive Ad Clicks/Views Visits Experiential Awareness Online
Surveys
