Integrated Communication Plan

McDonald’s Integrated Communication Plan

Integrated Communication Plan

McDonald’s Changes Brand Image by Going Organic and Creating a

McFarmers’ Market Day.

Courtney Elizabeth GoudesQueens University of Charlotte

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Integrated Communication Plan Contents:

Situation Analysis p. 3Communication Team & Coalition Members Contact List p. 4SWOT Analysis of Communication Issue/Need p. 5Goals of Communication p. 6Target Stakeholders / Audience Map p. 6Key Messages & Topics Supporting Facts p. 7-8Stakeholder Tactic Audit p. 8Theoretical Foundation Used to Achieve Goals & Create Tactics p. 9Success Measures p.9

*Score card & Ad Cost Analysis on Blog*

Total Budget p. 9Communication Tactics & Execution Order p. 9-10Execution Documents – Internal & External p. 11-19

*documents are compiled in order of tactics for executionSources p. 20

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Situational Analysis:

• In 2012, the public health concern for fast food customers was raised significantly when Jamie Oliver, television chef, introduced the public to the term “pink slime.” “Pink slime” is the substitute term for lean beef that has been processed and chemically cleaned by the use of ammonium hydroxide. Ammonium hydroxide is an ingredient in fertilizers and household cleaners. (Sanburn, 2012)

• Due to the lack of customer communication regarding the decision to discontinue

the use of the ammonia-treated beef, a year before it was made public by the media, McDonald’s public perception was lowered. Shortly after McDonald’s, who has over 13,000 stores in the US, changed their beef, Jamie Oliver, tried to take credit for the announcing of McDonald’s beef choice on the show. However, McDonald’s released a statement saying before Jamie’s show was aired in April, “we made a decision to discontinue to the use of ammonia-treated beef in our hamburgers.” (Sanburn, 2012)

• McDonald’s now resides on changing the current image by purchasing locally grown organic vegetables, and starting a farmers’ market to help rebuild credibility in the community. The purchasing of locally grown organic vegetables will build customer interest showing McDonald’s not only cares about the customer’s health, but also the health of the community. McFarmers’ Markets will create customer awareness by allowing the customers of the community to socialize, receive an education about the products, better the local economy, and help further establish a positive future brand image.

• As of Friday, August 31, McDonald’s will be sending out promotional letters to all stakeholders informing them of the events to come, and the procedures that will be followed. Proper promotion and communication will ensure credible organization, allowing the community to know that starting Saturday, September 1, McFarmers’ Market Day will be held the first Saturday of every month. A percentage of the proceeds made will be donated to Ronald McDonald House Charities. RMHC provides a home for families of hospitalized children at little or no cost.

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Communication Team

Courtney Goudes –Team LeaderPublic Relations / Marketing ManagerMcDonald’s128 East Cannon Blvd.Kannapolis, NC 28083Work 704-246-8888Cell [email protected]

Jan FieldsPresidentMcDonald’s125 East Cannon Blvd.Kannapolis, NC 28083Work 704-246-8887Cell [email protected]

Red BrownPublic Relations McDonald’s122 East Cannon Blvd.Kannapolis, NC 28083Work 704-246-8958Cell [email protected]

Jack BlackNutritionistMcDonald’s124 East Cannon Blvd.Kannapolis, NC 28083Work 704-246-4888Cell [email protected]

Mitch EyeManager of Strategic Communication McDonald’s127 East Cannon Blvd.Kannapolis, NC 28083Work 704-126-8888Cell [email protected]

Ron DonRonald McDonald House PresidentMcDonald’s128 East Cannon Blvd.Kannapolis, NC 28083Work 704-248-8888Cell [email protected]

Ann Smit AdministratorMcDonald’s124 East Cannon Blvd.Kannapolis, NC 28083Work 704-246-8811Cell [email protected]

Jay OhanDirector of OperationsMcDonald’s121 East Cannon Blvd.Kannapolis, NC 28083Work 704-246-8668Cell [email protected]

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mailto:[email protected]









SWOT:STRENGTHS WEAKNESSES

Quality (competition does not buy products from organic suppliers)

Mcdonald’s currently has a public image of adding to the problem of obesity.

One of the largest global fast food chains

Customer perception was recently misconstrued by thinking McDonald’s was poisoning the public with “Pink Slim”

High consumer demand in repeat business

Lost a small percentage of committed customers due to secretive operations of changing the beef without telling the public until Jamie Oliver started attacking McDonald’s beef.

High global brand recognition Loss of credibility and trust Capitalize on variety with our menu

(burgers, chicken sandwiches, wraps, salads, optional side items, desserts)

Good PR image when supporting the community in charitable and educational events.

High Social Media involvement is used though out many channels such as Youtube, Facebook, Twitter and the McDonalds blog

OPPORTUNITIES THREATS Entering of a new market while

maintaining current one Losing more customers to the “Pink

Slime” issue Obtaining a different healthier

brand image The new market does not accept

what McDonald’s is doing Obtaining a higher percentage of

brand loyalty Loss of money in advertising in

promotional department (also many other departments)

Higher customer satisfaction by buying locally grown organic products

Damaged vendor relations

Higher economical rate of return by buying organic products from local farmers

Competition may capitalize on the issue

Educational opportunities to Negative PR (If situations are

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advance the future generations on proper food choices, and introduce more to McDonald’s at the same time

handled wrongly we could suffer the loss more customers)

Higher customer awareness through changes in promotional departments ( nutritional facts, organic activities, overalls on McFarmers’ Market Day)

Wrong celebrity endorsement could create a bad reputation for future healthy plans

Goals of Communication:

• Inform the customers of our new positive image. This would generate brand loyalty by influencing the customers from a healthier organic approach.

• Educate current and potential future customers. McDonald’s will try to persuade customers on why organic is the best option for them by creating small interactive events to learn about the products at McFarmers’ Market Day.

• Motivate support from the community to influence others to support and be involved in the McFarmers’ Market Day. This would eventually grow to generate a higher future customer basis.

• Generate positive media attention and understanding regarding McDonald’s wants for a healthier future.

Stakeholder Map

Stakeholder Type Face-to-Face

Telephone Email Print Ads

Web Ads

Direct Mail

Radio Social Media

Customers * * * * * * *Venders * * *Farmers * * * * * * * *Managers * * * * * * * *

Media * *Employees * * * * *

Audience Selection Target Market:

o Middle Classo Mothers & Students with agricultural interest

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o Age – 24-39

Consumers of all demographics are obtaining higher levels of education, and studies show these are the groups that are more likely to buy organic products. (Economic Research Service, 2009)

o Trial runs of this plan will start in areas with higher levels of education

Key Messages & Supporting Facts:

Key Messages: Building awareness and interest in McDonald’s new organic produce.

The change in quality is inspected to increase brand awareness by 45% with launch of new locally grown organic produce to current products. By supplementing the products this differentiates McDonald’s from the competition. Most consumers want to lead a healthy life, but have no education on how to do this. On McFarmers’ Market Day we will create different activities that will educate and stimulate the customer’s interest in what we have to offer.

• Changing the perception of how consumers view McDonald’s values.

McDonald’s is committed to standing by its mission statement of continually improving our products to benefit our consumers and customer values. McFarmers’ Market Day does not project any imagery of obesity. Most consumers view fast-food as a horrid place that contributes to future generations of obesity. By subsidizing this image to one of a healthier America will place McDonald’s in a new category that will cause future business to thrive. Advertising plans should help increase profits by 35%, and by increasing online promotions and social media use by 20% will be a fantastic way to endorse McFarmers’ Market at a decreased cost. This plan is projected to provide a starting 10% increase in future revenue for the company.

• Attracting a new target market while engaging consumer to help create future brand loyalty.

McDonald’s takes pride in noticing the elevation in the changing of demands that are continually forming and advancing through each generation. Organic produce is increasing in demand as customers are now looking to find a healthier way of living. McFarmers’ Market Day and substation of organic produce will create an opportunity for

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McDonald’s to venture into market that has yet to be explored. This market should increase future revenue by a projected 35%.

Supporting Facts: “Organic foods now occupy prominent shelf space in the produce and diary

aisles of most main-stream U.S. food retailers, while offerings of organic meats, eggs, breads, grains, and beverages have increased. The marketing boom has pushed retail sales of organic foods up to $21.1 billion in 2008 from $3.6 billion in 1997.” (ERS, 2009)

“In 2006, there were more than 4,300 farmers’ markets operating across the country—an 18 percentage increase from the 3,700 markets operating in 2004. Recent estimates suggest more than 60,000 farmers participate each year and generate $1 billion in consumer spending. ” (Trimarchi, M., 2012).

“Research has suggested that when a brand becomes associated with an event, some of the associations linked with the event (e.g. youthful, relaxing, enjoyable, disappointing, sophisticated) may become linked in memory with the brand.” (Gwinner and Eaton, 1999)

(McDonald’s Media Kit located on their website) Promoting of apples instead of fries by the end of 2012 will create a 20% reduction in calories to most popular happy meals.

Tactics and Stakeholder Tactic Audit:

Tactics:Tactics Duration Cost

Youtube video promoting new organic goods / McFarmers’ Market Day

2 mins ________

New page on website that helps promote McFarmers’

___ Current payment to company’s web designers

Promotion of McFarmers’ Market Day though different Media Channels

$25,000,000(Budget)

----Press Releases----Commercials----Radio----Print

5-10 mins1-2 mins30 secs---------

6,250,0006,250,0006,250,0006,250,000

(This may change depending on demands of the media.)

Stakeholder Tactic AuditStakeholder Type Face- Telephone Email Print Web Direct Radio Social

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to-Face

Ads Ads Mail Media

Customers * * * * * * *Venders * * *Farmers * * * * * * * *Management * * * * * * * *

Media * *

Theoretical Foundation Used to Achieve Goals & Create Tactics

Excellence Theory Models 3: Model 3: Two-Way Asymmetric Model – In the asymmetric model a PR

practitioner uses research such as polls and surveys to help persuade their publics. Under this model, an organization wouldn’t necessarily change decisions as a result of feedback but rather would alter its responses to more effectively persuade publics to accept its position. (Seitel, F. 2011)

o Primary tactic – Educating public on McDonald’s decision to switch to organic produce and the positive impact on the community.

Success Measures & Total Budget

*Scorecard* (Linked on my blog)*Ad Cost Analysis*

McFarmers’ Market Day is the perfect opportunity to get a sample of the populations thoughts and views on the new event. If given good report for the first 4 months in the chosen areas McDonald’s will have every intention of expanding this event. Short questionnaires, consisting of a scale of choices from worst to best, will be handed out with the incentives for coupons for a free product on the next visit to that McDonald’s. Only 500 surveys will be handed out at each event.

Total Budget

Estimated around - $85,000,000.

Communication Tactics & Execution Order

All items that are not located on here are on my blog. Description of McFarmer’s Market Day A brand to reflect McFarmer’s Market Day

Including the New Uniform for all Venders and Employees to wear on Farmers Day.

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Generation of a website that serves as a digital media dashboard Letters from the Coalition to Key Stakeholder groups:

o Presso Farmers Market Vendors

Established Social Media Initiatives: o Facebook page – serves as the community message board allowing

customers to share their thoughts, opinions, and values.o Example of this is given on PPT presentation on my blog

o Twitter page – serves as a way for us to push out new and updated information

o YouTube page – serves as a way to distribute and promote video as positive image trajectory.

Print ad for the news papers and also main store flyers Radio ad Dora Commercial ad Press Conference

o Spokespersono McDonald’s Head Spokesperson: Shea o Press Q&A

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Documents for Plan Execution – Internal

& External

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DescriptionMcDonald’s McFarmers’ Market Day is hoping to be the change in fast food imagery from an unhealthy future to a healthy conscious and prosperous one. By supporting the locally organic famers McDonald’s is creating brand awareness to a new market that the competition has not accessed yet. Research shows that children associate with brand images, and have better experience with the brand later in life if earlier memories was positive. At the farmers’ market we want to help educate future generations not only enjoy farming, but also have a better understand of what organic means for them, how they can grow it and hopefully create future customers in the process.

McFarmer’s Market Day Brand & UniformsBrand:

Uniforms:

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Website/Social Media Dashboard: abettercolon.com

Letter to Press:

(Press) Mr. (Name),

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McDonald’s would like to that you for your interest in the upcoming McFarmer’s Market Day. This event is to celebrate the new inventive ways in which McDonald’s has chosen to represent a healthier imagery than that what is currently being portrayed.

This is an invite to an upcoming press conference release that will be held at the McDonald’s cooperation in Illinois on Friday, August 24, 2012. At this event you will learn of the many new advances our company is taking into consideration.

As you have learned in the past our company has been targeted on many different topics. One main concern was the use of ammonia hydroxide. We understand that questions may arise. We ask that you hold all questions until addressed during our Q&A section of the press conference. At this time we will accept all questions and comments that time will allow.

Refreshments will be given out before the start of the press conference. We will also provide you with a greater who will lead you to your assigned seating. Once seated we ask that remain silent until the spokesperson announces that she is now accepting questions.

Thank you for your time, and we look forward to seeing you there.Sincerely,

Courtney Goudes McDonald’s Public Relations / Marketing ManagerWork [email protected]

Letter to Farmers:

(McFarmers’ Market Day Vendor):

Thank you for your interest in the McFarmers’ Market Day!McDonalds’ is committed to making our McFarmers’ Market Day a fun and organically exciting event for all. In order to accomplish this, a few procedures must be met for the 2012 season.

Fee Schedule: $25 per month or $8 drop in Frequent Vendor Special: $100 for the entire season (must be paid by

August 21st) Date & Hours: Every FIRST Saturday of the month Hours: 10-2 PM Location: Appointed McDonald’s parking lot locations

Hours were created due to the vendor and consumer feedback to better accommodate higher consumer traffic times. The continuation of an on-site market manager/support staff will help increase the organizational and operational function of the market.

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In addition to certain rules and regulations you will find to present all certification of produce by completing the form provided by the health department and tax commission.McDonald’s main goal is to have a successful farmers’ market that promotes new family traditions, creates better healthy imagery and promotes organic education.Sincerely,

Courtney Goudes McDonald’s Public Relations / Marketing ManagerWork [email protected]

Print Ad for the News Papers and also main store Flyers

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Radio Ad:

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Are you looking for a healthier alternative to the usual burgers and fries served at most fast food restaurants? Then visit your local McDonald’s this Saturday for our first ever McFarmers’ Market Day! Local organic farmers will be on site selling all their delicious fruits and vegetables grown here in your local community! There will be plenty of activities for the kids! Fun educational activities include: grow your own organic guarding, tractor rides, mad seed experiments that shows what happens when cucumbers crosses with tomatoes and lots more! It’s sure to be fun for the whole family! Visit your local McDonald’s or log on to mcdonalds.com to find the McFarmers’ Market Day location nearest you. McFarmers’ Market Day….promoting good health one seed at a time. Only at McDonald’s. I’m lovin’ it!

Dora Commercial Ad:

Dora’s Saves the Farm ~ Targeted to kids ages 3 - 10Commercial Duration of Ad ~ 30 seconds

Starts off by Dora in Picture one talking.DORA: Hola, mi amigos! It’s me, Dora! Did you know that eating good organic food can help you go on big adventures! Mi amigo Boots and I have to eat healthy organic food we get on McFarmer’s Market Day to help us stay strong for long walks.

Switch in picture:DORA: I love the McFarmer’s Market Day every 1st Saturday of the Month! I come back with bags full of tomatoes, carrots, and even watermelons for my farm! MMMM Watermelons! To stay healthy like me go to your local McFarmer’s Market Day, and start eating healthy! Yay! Health! Adios mi amigos!

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DORA Singing (McDonalds theme music): Bah Bah Bah Bah Bah Picture FadesAd Ends(Sources for Dora Pictures on Reference page)

Press Conference

Create Key Talking Points1.) Obesity.

a. The Health factor of today’s population is changing the way in which people live. Obesity is now the biggest issue America is facing

2.) Unhealthy Meat Choicesa. The poor choices in the purchasing of meat is causing a problem for

creating a healthy societyi. Pink Slime

3.) Purchasing of Healthier Meata. McDonald’s is now purchasing healthier meat choices that the customers

would enjoy and fill mentally satisfied about consumingi. Healthier Beef Farms

4.) Organic Productsa. To better further the future of McDonalds we will now be looking into

purchasing organic productsi. Apples and Potato’s from organic (local) farms – so we can use the

card that we support the community5.) Customer Education and Engagement

a. McDonald’s is also looking into creating inventive ways to educate the consumer on a healthier purchase by engaging the parents and children in different activities.

i. McDonald’s has its own farms that are organic based.1. Have opportunities to come and learn about farming – more

for a mom and child engagement stand pointii. Create a new program for McDonald’s which is similar to

Farmville for Facebook, but this program will have more to do with McDonald customer learning. It will allow the customer to

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go on there and interact, letting them work on the farms where the organic products are coming from. When clicking on the farm it will allow the consumer to learn about different organic facts about the farm and its products when certain items are clicked on.

iii. Local Grower’s Farmer’s Market open on McDonald’s property to local growers.

1. Organic Happy Meals Boxes2. Growing and Loving it – Campaign

Role Assignments1.) Communications Director or VP – Courtney2.) Speech writer – Nina3.) Spokesperson – Shea4.) Audio Video Personnel – Tristan5.) Communications Coordinator / Greeter – Barbara6.) 2 Reports – Victoria and Professor Karen

Role ExecutionI loved the way that everything was set up in class. I am very thankful that Tristan and Barbara knew what they were doing with the technological side. It seemed as if everyone had their own skills to add to their roles which made everything much easier.The only difficulty we really had was coming up with a script in the time given. Me managed, thank the Lord, but it was hard. The great thing about my team was we worked as a team. One normally doesn’t find many groups who are willing to help each other out.

Speech Notes for Press ConferenceThank you for joining us today. McDonald’s recognizes obesity is a threat to the health of many Americans. One of the fastest growing demographics affected by this issue is young people. At McDonald’s we value our children, and to desire help our children live in a community where more healthy choices are available to them.As you have seen, McDonald’s has already been active in introducing healthy concepts into our menus. From our side menu adaptations such as apple fries, fruit n yogurt parfait, healthy salads, wraps and more, McDonald’s is venturing even further into healthy options for our patrons. One of the keys we have found that will make our endeavor successful is using the highest quality of organic produce. We are proud to announce our “Growing It & Lovin It” campaign.This Campaign will allow the community to be engaged and educated about our products. In this we will also include how to make healthy choices for their lives and the lives of their children.

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The Campaign will consist of several famers market events held at various McDonald’s locations.Patrons can come and meet with our local farmers who supply our produce to our local markets.They will have the opportunity to purchase firsthand the produce that we use in our stores.In conjunction with our famers market, McDonald’s will be launching a new segment on our website called Golden Arch Farm, in which the digital community can experience virtually creating their own virtual farms, leaning about nutrition and a balanced diet. As they advance in the program they can earn points to get free products from our many locations.Thank you for your time. I will now accept any questions in which you may have.

Press Conference ImplementationBefore we started I was scared out of my mind, and was hoping everything went well. In the end, I was as proud as I could be of my team on this assignment. Everything was set up to the way I liked it before we started. I made sure that I liked the Camera and lighting position, the reporter’s position, and the script. The only thing that I would change is the McDonald’s Logo in the background. It was very hard to see on the screen, and I think that it would have made a better impact if it would have been a different and clearer logo behind the speaker.

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Sources:Gwinner, K.P., Eaton, J. (1999). Building Brand Image though Event Sponsorship: The Rold of Image Transfer’, Journal of Advertising, 28,4 (Winter), 47-57

Sanburn, J. (2012, Feb 1). McDonald’s Drops ‘Pink Slime’ From Hamburger MeatRetrieved from http://moneyland.time.com/2012/02/01/mcdonalds-drops-pink-slime-from-hamburger-meat/

Seitel, F. (2011). The Practice of Public Relations. Eleventh Edition. Upper Saddle River, New Jersey: Pearson Education Inc.Trimarchi, M. (2012). Ultimate Guide to Farmers’ Markets.Retrieved from http://recipes.howstuffworks.com/farmers-market.htm/printable

Economic Research Service (2009, Sept). Marketing U.S Organic Foods: Recent Trends From Farms to ConsumersRetrieved from http://www.ers.usda.gov/media/185268/eib58_reportsummary_1_.pdfPictures

Pictures of Dora for Commercial adRetrived from http://www.google.com/imgres?num=10&hl=en&authuser=0&biw=1600&bih=677&tbm=isch&tbnid=-gk4hcwRUFBfzM:&imgrefurl=http://www.nickjr.com/games/dora-saves-the-farm.jhtml&docid=jgThEqMURu-L7M&imgurl=http://www.nickjr.com/game/assets/dora_farm/GamesFinder/Dora-Saves-Farm-01.jpg&w=309&h=201&ei=fi0hUJqDMoac2QWuq4GoCA&zoom=1&iact=hc&vpx=193&vpy=171&dur=146&hovh=160&hovw=247&tx=165&ty=80&sig=109980106049648719511&page=1&tbnh=127&tbnw=196&start=0&ndsp=21&ved=1t:429,r:0,s:0,i:76

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http://www.google.com/imgres?num=10&hl=en&authuser=0&biw=1600&bih=677&tbm=isch&tbnid=-gk4hcwRUFBfzM:&imgrefurl=http://www.nickjr.com/games/dora-saves-the-farm.jhtml&docid=jgThEqMURu-L7M&imgurl=http://www.nickjr.com/game/assets/dora_farm/GamesFinder/Dora-Saves-Farm-01.jpg&w=309&h=201&ei=fi0hUJqDMoac2QWuq4GoCA&zoom=1&iact=hc&vpx=193&vpy=171&dur=146&hovh=160&hovw=247&tx=165&ty=80&sig=109980106049648719511&page=1&tbnh=127&tbnw=196&start=0&ndsp=21&ved=1t:429,r:0,s:0,i:76



http://www.ers.usda.gov/media/185268/eib58_reportsummary_1_.pdf

http://recipes.howstuffworks.com/farmers-market.htm/printable

http://moneyland.time.com/2012/02/01/mcdonalds-drops-pink-slime-from-hamburger-meat/

http://moneyland.time.com/2012/02/01/mcdonalds-drops-pink-slime-from-hamburger-meat/