Integrated Marketing Final Project

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An Integrated Marketing Communications Campaign Proposal For Boston Market

Reinventing America’s Home Cooking

You Got it, We Market

AE: Team leader (Direct Marketing): Lauren Mergian AAE (Advertising): Brian Pastuzyn

AAE (PR): Nicole Civitarese

AAE (Interactive/Internet marketing): Jeremy Kopecky AAE (Sales promotion): Natalie Rys

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Table of Contents

Executive Summary................................................................................................................... 3

Situation Analysis ...................................................................................................................... 4

Introduction:................................................................................................................................... 4 Background: .................................................................................................................................. 4

Internal Factors:............................................................................................................................ 4 External Factors: .......................................................................................................................... 6

SWOT Analysis: ........................................................................................................................... 7 Primary research .......................................................................................................................... 7 Interview......................................................................................................................................... 7

General Perceptions .................................................................................................................... 8 Communication Channels ........................................................................................................... 8

Important Factors for Purchasing Decision .............................................................................. 8 Company Social Responsibility.................................................................................................. 9 Specific Questions about Boston Market ................................................................................. 9

Survey .......................................................................................................................................... 10 General Research Findings ...................................................................................................... 13 Planning...................................................................................................................................... 14 Targeting................................................................................... Error! Bookmark not defined.

Positioning ................................................................................................................................... 14

Campaign Goals and Objectives ............................................................................................. 14 Communication ........................................................................................................................ 15

Media Strategy............................................................................................................................ 15 Message Strategy ...................................................................................................................... 15 Integration.................................................................................................................................... 16

Direct Marketing ......................................................................................................................... 16 Advertising ................................................................................................................................... 16

Advertising / Internet Marketing /Sales Promotion................................................................ 17 Public Relations .......................................................................................................................... 17 Sales Promotion ......................................................................................................................... 18

Internet/Interactive Advertising................................................................................................. 19 Media Calendar: ......................................................................................................................... 20

Budgeting..................................................................................................................................... 21 Evaluation .................................................................................................................................. 21

Marketing Goal A: Increase market share.............................................................................. 21

Marketing Goal B: Increase demand....................................................................................... 22 Marketing Goal C: Increase media exposure ........................................................................ 22 References…………………………………………………………………………………….24 Appendix A: .............................................................................................................................255 Appendix B: .............................................................................................................................277

Appendix C: .............................................................................................................................300

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Executive Summary Boston Market prides themselves on their home style cooking, provided at a convenient

price. Their menu includes American favorites such as grilled and rotisserie chicken, ham, meat loaf, and turkey, as well as side dishes like mashed potatoes, macaroni and cheese, and stuffing.

Boston Market as a company saw a decline in sales throughout the mid 2000’s. However with an increase in the popularity in healthier options, Boston Market has seen five consecutive years of growth. With this increase in sales, Boston Market has gone forward and opened twenty-four

new locations nationally. With this forward momentum, the time has come for Boston Market to launch a new marketing campaign to continue to build on several years of positivity. The biggest

problem Boston Market faces is its trendy competitors such as Chipotle & Panera Bread. There is a great opportunity to capture young millennials that is going untapped by the current marketing plan in place at Boston Market. The goal is to entice younger, college age individuals to give

Boston Market a chance. The survey findings found many had eaten there once or never at all. We will launch promotions targeted at these consumers across college campuses as well as a

marketing campaign that engages and communicates to millennials specifically.

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Situation Analysis

Introduction:

Boston Market strives to reposition its brand and revitalize its reputation in the fast food

industry. Founded in December of 1984 in Newton, Massachusetts, Boston Market flourished

and established over 1,100 stores by the late 1990s (Myers, 2015). By targeting college students,

the company seeks to highlight its health-conscious food selection and mitigate consumers’

negative perception of the company. While the poor consumer image has reduced the

company’s customer base, Boston Market endeavors to reintroduce the positive aspects of the

company’s healthy food options in order to appeal to the contemporary consumer. The newly

proposed Integrated Marketing Communication plan will recapture the essence of Boston

Market’s original vision of providing a nutritious variety of quintessential American home-

cooked meals.

Background:

Internal Factors:

Boston Market offers a menu of healthy food options. Not only does the company hold

title to a unique roasting method to reduce the fat content of the chicken, but it also remains

dedicated to its policies against using preservatives, artificial flavorings, and genetically

engineered ingredients (Lukovitz, 2015). Rather than associating the company with the negative

connotations implied by deep frying the chicken, the company utilizes alternative cooking

methods such as baking, steaming, and grilling (Taylor, 2016). In addition, Boston Market

demonstrates its commitment to customer service through its amicable and experienced staff that

operates with efficiency and decisiveness (Rubel, 1996). Customizable menu options exist for

consumers with numerous food allergies (Nutritionix, 2016). In order to assist health-conscious

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American consumers in limiting their sodium intake, Boston Market reduced the sodium content

in their food and disallows salt shakers from their restaurant tables (Horovitz, 2012). Moreover,

the company seeks to expand into airports and malls (Jennings, 2013).

The inability of the company to prevent bankruptcy and the Iced Tea Crisis comprised the

negative factors within the organization. Not only did their hasty expansion bring about lack of

sufficient funds to sustain the company, but their lost sales from competing grocery stores that

sold rotisserie chicken also proved detrimental to their financial survival (Myers, 2015). In

addition, Boston Market also experienced internal difficulty with their iced tea beverages,

thereby disrupting the proper operation of business (Rubel, 1996). Although McDonald’s now

rivals Boston Market as a formidable fast food chain that also sells chicken, McDonald’s

maintained a seven year ownership of Boston Market that ended in 2007. The purchase and

selling of Boston Market by one of its largest competitors caused internal disturbance within the

company (Myers, 2015). Although numerous consumers recognize Boston Market due to the

physical store locations, the company also has a line of frozen meals available for consumers at

grocery stores. When customers began finding shards of glass and plastic in their frozen entrees,

the company issued a recall of approximately 300,000 pounds of frozen meals. The Food Safety

and Inspection Service of the United States Department of Agriculture issued a public statement

concerning the Boston Market product recall (Addady, 2015).

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External Factors:

Extended holiday seasons, consumers’ lifestyles, and expansion into malls and airports

serve as positive factors that benefit Boston Market. As a result of the hectic schedules brought

about by the holidays, numerous consumers feel pressured to accomplish tasks in a timely

manner and rely on companies such as Boston Market for holiday meals. Because consumers

know that they can purchase a full holiday meal that can feed six people for a reasonable price

(Menu Prices, 2016), sales of Boston Market food products rises significantly during the

holidays (Wong, 2013).

Several fast-food chain competitors serve as the foremost external force threatening

Boston Market. Other competitors, such as Panera Bread, McDonald’s, and Chipotle, offer more

ethnic variations of chicken that appeal to a wide range of people from various backgrounds

(Lukovitz, 2015). Not only does Boston Market have numerous competitors, but it also lacks a

solid reputation among consumers. Currently, Boston Market has store locations established in a

mere 28 states (Menu Prices, 2016). Recalls that receive widespread publicity in order to inform

consumers of potential danger in consuming Boston Market’s products also serves as an external

threat.

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SWOT Analysis:

Strengths: Weakness:

Healthful chicken with reduced fat content

Policies against the use of preservatives,

artificial flavorings, and genetically engineered ingredients

Customizable menu selections for consumers with a variety of food allergies

Amicable, experienced, and decisive staff

Dedication to contemporary health concerns

such as sodium-reduction

Lack of expansion in the national market

The company’s inability to prevent bankruptcy

The Iced-Tea Crisis which disrupted the operation of business

Recalls of hazardous materials found in Boston Market food

Opportunities: Threats:

Extended holiday seasons that bring about increased sales

The hectic lifestyles of consumers, particularly that of families, during the

holidays

Expansion into malls and airports

Competitors such as Panera Bread, McDonald’s, and Chipotle that

offer more flavorful variations of chicken

Negative reputation among consumers

Limited store locations encourage consumers to go to competitors

Primary research

Interview

Assessing interviewees’ general perceptions of restaurants and their awareness of Boston

Market constitute the foundation for the development of the interview questions. The purpose of

the interview lies in garnering interviewees’ perceptions on their experiences in restaurants with

an emphasis on Boston Market. After conducting five interviews, the overall consensus revealed

diversified reviews concerning the restaurant’s image, atmosphere, and food.

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General Perceptions

The interviewee’s lack of motivation to prepare meals at home spurs them to dine out on

a frequent basis due to their meals being made in quick manner and for a low price.

Furthermore, a majority of the interviewees prefer physically dining at the restaurant rather than

utilizing the delivery option. By visiting the restaurants themselves, the interviewees felt a more

personal connection and enhanced overall experience with their fellow diners. Although the

interviewees enjoy dining at Boston Market, the general consensus remained that they enjoy

dining at other restaurants rather than at Boston Market. They often cited competitors, such as

Applebee’s, McDonald’s, and Chipotle. Furthermore, they expressed their views on the ways in

which they prefer to dine out. Many of them dine alone, or with one or two friends.

Communication Channels

Analysis of the survey data generated by SPSS led to a generalized perception of

respondents’ views on communication channels in relation to Boston Market. Radio has proven

an ineffective communication channel, whereas Yelp has become the most commonly used

source of information regarding restaurants. Furthermore, Facebook and the traditional word-of-

mouth method comprise secondary communication channels. However, YouTube proves the

least effective channel of communication for restaurants.

Important Factors for Purchasing Decision

According to the interviewees, cleanliness remains the driving factor that spurs them to

dine at a restaurant. In addition, interviewees place much importance on the price of the food

products. They enjoy fairly priced food that has reasonable quality. Moreover, the interviewees

highlight the enjoyable atmosphere they perceive in Boston Market restaurants. The

interviewees also appreciate the amicable employees that provide friendly service. High levels

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of competition affect the interviewees’ purchasing decisions. Panera, Chipotle, and Applebee’s

serve as the three restaurants that the interviewees preferred over Boston Market. However, the

interviewees would dine at Boston Market before visiting Subway.

Company Social Responsibility

By engaging in charitable acts throughout local communities, Boston Market restaurants

have demonstrated their company social responsibility. In New York and Connecticut, Boston

Market restaurants allocated 15 percent of their sales revenue to the Disabled American

Veterans’ Organization. In order to accomplish their charity to the veterans’ organization,

Boston Market established Restaurant Fundraising Night to provide options for customers to

purchase event tickets with which to purchase meals that guarantee donations to the organization

(Dav, 2009). In addition, Boston Market contributed $10,000 to philanthropist Ryan Sheckler

for the Sheckler Foundation. Scheckler created the foundation in order to provide aid for

children and athletes who have sustained sports-related injuries. By donating to the Sheckler

Foundation, Boston Market enables the foundation to create various charitable projects,

fundraisers, and online campaigns to stimulate interest among consumers and potential doners

(Fleishman, 2012).

Specific Questions about Boston Market

Despite the fact that some interviewees appreciate the unpretentious atmosphere in

Boston Market restaurants, others view the restaurants interior design as bland and simplistic.

The interview results reveal that interviewees find that Boston Market restaurants maintain a

clean facility and fresh atmosphere. According to the interviewees, the restaurant’s employees

express a passion for working at Boston Market and strive to maintain a high quality service

toward their customers. The interviewees also enjoy dining at the restaurant due to the

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reasonably priced food. Furthermore, Boston Market restaurants lie in close proximity to a

majority of the interviewees’ homes. Thus, they can frequent Boston Market locations with ease

and convenience. Not only did the interviewees express their view that Boston Market served

high quality food, but they compared the food offerings at Boston Market to the food offerings of

their competitors. Moreover, the interviewees appreciate the kind of food that Boston Market

serves. Competitors, such as Chipotle, offer zestful and spicy varieties of chicken.

Survey

The purpose of the survey was to gather information about the general perception of

Boston Market and their food quality by the target market. The survey was conducted through

personal interactions. The survey questionnaire was developed following an analysis of the

interview findings. The respondents responded to the questions using a 5 point Likert Scale,

ranging from 1 which means that they strongly disagree to 5 which means that they strongly

agree.

The number of respondents that took the survey totaled 35. There were 21 females (60%)

and 14 males (40%) constituted the respondents. The respondents included only college students

from the age range of 18 to 26. 9 respondents were age 18-20 (25.7%). 14 respondents were age

21-23 (40%). 11 respondents were age 24-26 (31.4%). The respondents belonged to a variety of

classes in college. 1 respondent was a freshman (2.9%), 3 respondents were sophomores (8.6%),

9 respondents were juniors (25.7%), and 14 respondents were seniors (40%).

Regarding the general perception of dining out at restaurants, the dining enjoyment mean

lies at 4.31, the dining frequency mean lies at 3.43, and the discount mean lies at 2.89. The mean

of the respondents’ new restaurant visits is 3.74, and the mean of respondents who visit the same

few restaurants lie at 3.80. The findings indicate that many of the respondents enjoy dining out

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and that they dine out with a semi-consistent basis. Furthermore, the findings also indicate that

they do not often use discounts as a determinant for dining out, and they have a slight proclivity

for trying new restaurants. Respondents also have a select group of several restaurants that they

frequent.

Concerning the familiarity of various restaurants, the results explain that the mean scores

of Applebee’s is 4.14; Chipotle lies at 3.83; Panera lies at 4.00; Boston Market lies at 3.03;

Subway lies at 3.46; Chili’s lies at 3.37; and McDonald’s lies at 3.66. From the most familiarity

to the least familiarity, the respondents were most familiar with Applebee’s, followed by Panera,

Chipotle, and McDonald’s. Following McDonald’s in decreasing familiarity among the

respondents were Subway, Chili’s, and lastly Boston Market.

In regards to the respondents’ choice of which restaurants to dine at if they were hungry,

the results explain that the mean scores of Applebee’s, Chipotle, Panera, Boston Market,

Subway, Chili’s, and McDonald’s are 3.23, 3.46, 3.63, 2.54, 2.43, 2.69, and 2.51, respectively.

The findings indicate that most of the respondents would select Panera as their first restaurant

choice if they were hungry. Following Panera in decreasing order, the respondents would choose

Chipotle, Applebee’s, Chili’s, Boston Market, and McDonald’s. According to the findings,

Subway remained the last restaurant that respondents would choose if they were hungry.

Concerning the important factors in choosing when to dine at a restaurant, the results

elucidate that the mean scores of price, location, health food, fresh food, nice atmosphere,

cleanliness, quick service, friendly employees, and sales promotion are 3.89, 3.83, 3.51, 3.97,

4.51, 4.57, 3.80, 4.20, and 3.09, respectively. The findings imply that cleanliness, nice

atmosphere, and friendly employees serve as the most important factors influencing the

respondents’ decisions when they choose to dine at a restaurant. In order of decreasing

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importance to the respondents, fresh food, price, location, and quick service constitute less

important factors in determining their restaurant dining. Health food and sales promotion serve

as the least important factors influencing the respondent’s decision to dine at a restaurant.

Regarding how respondents obtain their general information about restaurants, the mean

scores of television, newspaper, radio, magazines, billboards, word of mouth, physical store

promotions, the Internet, and consumer review sites are 3.11, 1.91, 1.57, 1.80, 2.11, 4.11, 2.49,

and 3.97, respectively. The findings imply that respondents primarily utilize word of mouth, the

Internet, and television as the most effective communication channels to obtain information

about restaurants. Store promotion, billboards, and newspaper serve as the sources of

information that the respondents used less. Magazines and radio served as the sources of

information that respondents used the least, and were thus the least effective communication

channels.

Concerning how respondents obtain information about restaurants online, the mean

scores of Yelp, Facebook, Twitter, YouTube, Instagram, Consumer Review Sites, online forums,

Restaurant Web, mobile advertisements, and search engines are 3.26, 3.11, 2.66, 1.89, 2.74, 2.74,

2.49, 2.57, 2.26, and 2.91, respectively. Yelp, Facebook, and search engines constitute the most

effective online communication channels for restaurant information. Following Instagram and

Consumer Review Sites, which the respondents used equally, Twitter, Restaurant Web, and

online forums serve as the lesser used sources of restaurant information used by the respondents.

Mobile advertisements and YouTube constitute the least effective online communication

channels to obtain information about restaurants.

In regards to the respondents’ general perceptions about Boston Market, the mean

scores for being familiar with Boston Market, having eaten at Boston Market, considering it to

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be a popular brand, enjoying eating its food, considering it a fairly priced restaurant, considering

it to have good food, visiting it often, preferring it over other restaurants, and perceiving it to

stand out from its competitors are 3.43, 3.29, 2.77, 3.00, 3.57, 3.17, 1.83, 1.86, and 2.37,

respectively. The findings imply that the respondents consider Boston Market a fairly priced

restaurant that they are familiar with. Furthermore, numerous respondents have eaten at Boston

Market. A lesser amount of respondents consider Boston Market to have good food and enjoy

eating its food. Furthermore, respondents decreasingly considered Boston Market a popular

brand and perceived it to stand out from its competitors. However, the findings imply that the

respondents did not generally prefer Boston Market over other restaurants and did not visit it

often.

General Research Findings

Based on analysis of the survey findings, respondents generally view Boston Market

favorably in regards to the fair prices of its food and their personal familiarity with Boston

Market. While numerous respondents knew of Boston Market, they did not perceive it as a

popular brand. Although many respondents have eaten at Boston Market, they do not prefer it

over other competitors. In addition, the respondents did not use magazines and radio as sources

of information. Furthermore, mobile advertisements and YouTube did not prove effective online

communication channels. Thus, it remains vital for Boston Market to consider the respondents

general perceptions of the brand in order to improve.

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Planning

Targeting

The IMC campaign will target the college students in the United States. The target

market tends to enjoy dining at restaurants on a semi-consistent basis. The survey showed that

females were more respondents especially in the ages between 21 and 23. Of this population,

college seniors ranked the highest and visited most frequently.

Furthermore, the target market tends to value cleanliness, nice atmosphere, and friendly

employees as the most important factors influencing their decisions to dine at a restaurant. The

target market also utilizes word of mouth, the Internet, and television as the most effective

communication channels to obtain information about restaurants. In addition, the target market

possesses a slight proclivity for trying new restaurants.

Positioning

Boston Market will be positioned as the choice restaurant offering nutritious home-style

meals. Moreover, the IMC campaign will focus on the cleanliness of the restaurants and the

amicable customer service provided by the employees. The campaign will emphasize Boston

Market’s ability to provide distinct menu options which separate them from their competitors.

Campaign Goals and Objectives

Boston Market strives toward the goal of increasing their market share. Although people

have a general knowledge of Boston Market, numerous people are less familiar with Boston

Market comparing other restaurants and do not go to Boston Market. To increase market share,

Boston Market seeks to attract new customers. In addition, increasing demand for Boston

Market is another goal. Various other restaurants serve as competitors and attract attention away

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from Boston Market. Thus, increasing demand will enable Boston Market to gain customers that

will choose their chain over the competitors. Lastly, the marketing campaign will increase media

exposure in order to attract the college-age population that uses social media frequently.

Marketing Goal A: Increase market share

Objective A1: Increase brand awareness by 30% by Q4 2018

Objective A2: Increase brand image by 30% by Q4 2018

Marketing Goal B: Increase demand

Objective B1: Increase traffic to website by 10% by Q4 2018

Objective B2: Increase interactions with customers by 20% by Q4 2018

Marketing Goal C: Increase media exposure

Objective C1: Increase social media platform traffic by 30% by Q4 2018

Communication

Media Strategy

In order to increase awareness of Boston Market among college students, the Internet and

television will be utilized as main media. Through new advertising this will encourage new and

old customers to come back to Boston Market. Word of mouth was a large factor in influencing

potential consumers and their behaviors. In addition, Instagram, Facebook, and Twitter will

serve as the social media platforms through which Boston Market will communicate with and

respond to consumers’ comments and concerns.

Message Strategy

Boston Market will circulate the message that Boston Market offers healthy, convenient

home-style meals for an affordable price. Other factors that were important to customers were

the cleanliness of the facility, good service, nice atmosphere, and friendly employees. The

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message strategy will include demonstrating the nutrition information and the healthy menu

items that Boston Market offers. Furthermore, Boston Market will focus on highlighting the

convenient locations of Boston Market restaurants. The message strategy will also inform

consumers of the advantages of purchasing food from Boston Market rather than from the

competition.

Integration

Direct Marketing

Boston Market will utilize the Internet as part of their direct marketing to the target

audience. Considering the target audience’s lack of interest and use of physical coupons, direct

mail will not be used as a primary channel to send the target audience promotional material about

Boston Market. Instead, the Internet will be used because the target audience relies most on the

Internet for obtaining information about restaurants. Thus, email distributions will be used in

order to send consumers online coupons. Coupons sent through email ameliorates the problem

that the target audience has with physical coupons because they can retrieve the online coupon

on their mobile phone and present it with ease as they pay for their Boston Market meals.

Advertising

Television will be used to directly market to the target audience. Since television

remains the second source that the target audience uses to obtain information regarding

restaurants, Boston Market will use television commercials which emphasize the nutritious meals

available at Boston Market. In order to advertise new festive meal options, infomercials will

also be aired on television around the holidays and on special occasions. Not only will the

television commercials encourage an overall favorable perception of Boston Market, but the

television commercials will serve to differentiate Boston Market from its competitors by

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highlighting their dedication to nutrition. The commercials will be aired on CBS, NBC, and Fox

primarily during football games. In addition to sports networks, the commercials will be aired

on the ESPN channel to appeal to the college age crowd watching their favorite intercollegiate

sporting events. They will expand their advertising to social media and have a 90 second

commercial online. The slogan will continue to serve as a reminder of Boston Market’s

significant attributes that set it apart from its competition by stating, “Our food, our service, our

people.” This will let people know that those who are loyal to the brand and company will

receive loyalty, as well as quality service and food at a great price each time.

Advertising / Internet Marketing /Sales Promotion

Additionally, Boston Market will utilize Facebook and Instagram. Considering the high

level of use of Facebook and Instagram among the target audience, Boston Market will launch

advertisements through Facebook and Instagram. The advertisements will include bold visuals

focusing on Boston Market’s most popular and current food products. Moreover, the

advertisements will include simple promotional codes that consumers can use to obtain discounts

on their Boston Market purchases. By using poignant words that emphasize the healthful aspects

of Boston Market’s food as the promotional codes, the promotional codes in the advertisements

will aid in fostering a positive image of the company among the target market. Since the codes

will be disseminated through Facebook and Instagram, consumers will have the ability to retrieve

the code on their mobile phone when they visit Boston Market restaurants.

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Public Relations

Boston Market plans on using many tactics for their Public Relations. Each time a new

item is added to the menu, Boston Market will use image advertising to show a Thanksgiving

dinner on Facebook. Some tactics they will use cause-related advertising. Furthermore, Boston

Market will team up with the nonprofit organizations “Caring for Kids” and “Feeding Families.”

Boston Market will engage in volunteer work by donating food and a portion of the annual sales

to the nonprofit organizations. Furthermore, Boston Market will donate time to homeless

shelters. Boston Market will use Facebook, Twitter, and Instagram so that consumers can interact

with each other. Moreover, use of the aforementioned social media platforms will inform

consumers about future products and upcoming events. During the Thanksgiving season, Boston

Market will give back to the community by donating food and their time to families and

homeless shelters. In addition, Boston Market will have a tagline, “ What are you thankful for?”

in order to encourage consumers to share what they are thankful for on Boston Market’s social

media pages and in stores as well.

Sales Promotion

This campaign will push Boston Market to engage in various sales promotion strategies

in order to attract new clientele and increase sales by providing incentives. Boston Market will

send out coupons through direct mail and email for two free sides with a meat during the month

of Thanksgiving: November. This tactic is expected to bring new people in for a great valued,

Thanksgiving style meal. Utilizing traditional mail, Boston Market will send out $1 off on a

meal of the customer’s choice or buy one get one 50% off meals in order to bring customers

back. Also, in store, Boston Market employees will hand out stamp cards at the register and will

punch a hole in the card for every meal they purchase. Once the customer accumulates six meals,

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they will receive the seventh meal free. This strategy is anticipating substantial customer loyalty

because it will keep people coming back in order to get their free meal. In terms of their frozen

meals that are distributed in supermarkets, Boston Market will encourage employees at

supermarkets to offer a sampling of their frozen dinners on high traffic days. This method is

designed to get the name out. Many people forget or are not even aware that Boston Market has

frozen dinners in supermarkets, and it is a great way to get people to try it. It is expected that

Boston Market’s sales promotion efforts will help to reestablish Boston Market’s position in the

market by appealing to the public eye through these provided incentives.

Internet/Interactive Advertising

The main online advertising channels Boston Market will pursue are through Facebook,

Twitter, Instagram, and Yelp. Facebook will be used to give updates, display pictures of new

products, and promote specials and new events. Twitter will be used as a real-time advertising

and communication channel displaying the newest foods, events, and sharing images of their

most current food. This also gives Boston Market insight into peoples’ thoughts and opinions

about their experiences at the restaurant.

Email will be used for those customers who order or shop online and rely on their emails

for coupons. Online advertisements sent through email and placed on food-related websites will

attract the home shopping customer base, where customers order their products online. The

advertisements will enable Boston Market to garner the interest of online shoppers. In addition,

Boston Market will use the Internet to also expand their “All Good” campaign to Facebook and

Instagram with a 90 second online commercial to attract college age students using social media.

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The survey findings imply that the target audience utilizes the Internet for information

more than anything else. Consequently, Boston Market will target consumers with E-Coupons

sent via email. Due to the lack of interest in traditional coupons, Boston Market will use E-

coupons as an effective approach to circulate Boston Market’s best deals. The campaign’s goal is

to make consumers aware of Boston Market’s healthy and delicious food, as well as provide

them with the incentive of a coupon code. Most of the direct marketing will be done online,

primarily in the social media category to add to their campaign.

Media Calendar:

Boston Markets media calendar will utilize both continuity and flighting techniques in order to

optimize our advertising strategy. Boston Market will apply continuity for Facebook, Twitter,

television, emails, Instagram, search engines, and loyalty programs. Boston Market will use

flighting for coupons, volunteer work, direct mail, and sampling. The company believes these

tactics will be effective to advertise to the target audience.

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Budgeting:

Boston Market will allocate more of their funds towards television, social media including

Facebook and Twitter and direct mailing. The company chose to allocate most of their funds to

their social media and online platforms. As well, television is a major piece of advertising which

is why there is a large amount allocated to it. Overall Boston Market will focus more on

television and social media platforms for its advertising strategy.

Facebook $300,000.00

Twitter $150,000.00

Television $1,000,000.00

Billboards $60,000.00

Instagram $220,000.00

Coupons $850,000.00

Volunteer Work $350,000.00

Direct Mail $500,000.00

Emails $750,000.00

Search Engine $700,000.00

Sampling $60,000.00

Loyalty Programs $75,000.00

Total $5,015,000.00

Evaluation

Marketing Goal A: Increase market share

Boston Market will increase its market share by improving its brand awareness and

image. Brand awareness will be measured conducting interviews and surveys. The interviews

will be conducted in person with 50 people. The surveys will be conducted online and sent

through email to 100 respondents. Brand image will be measured by conducting focus groups.

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The focus groups will consist of 25 people. Furthermore, Boston Market advertisements and

commercials will be shown to the focus group to observe their recall and recognition levels.

Marketing Goal B: Increase demand

Raising demand by increasing website traffic and customer interactions via social media

remains a viable goal. By increasing search volume, Boston Market strives to increase its

website traffic. The increase in customer interactions will be measured by Facebook likes, as

well as Instagram and Twitter followers. Boston Market will use the number of website hits and

social media followers before and after the IMC campaign to compare the success of the

campaign.

Marketing Goal C: Increase media exposure

Boston Market will increase media exposure by increasing social media platform traffic.

Increased social media platform traffic will be measured by the amount of like and shares on

Facebook, and the frequency of additional followers on Instagram and Twitter. Given the

amount of social media traffic after the IMC campaign, Boston Market will evaluate whether or

not the campaign was successful.

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References

Addady, M. (2015). “Glass and Plastic Found in Boston Market Frozen Food.” Fortune.

Retrieved from http://fortune.com/2015/12/23/boston-market-recall/

Dav. (2009). New York and Connecticut Boston Market restaurants to donate 15% of Veterans

Day sales to Disabled American Veterans. DAV. Retrieved from https://www.dav.org/

learn-more/news/2009/new-york-and-connecticut-boston-market-restaurants-to-donate-

15-of-veterans-day-sales-to-disabled-american-veterans/

Fleishman. (2012). Boston Market and Ryan Sheckler Host Event Benefiting The Sheckler

Foundation. Business Wire. Retrieved from http://www.businesswire.com/news/home

/20120823006210/en/Boston-Market-Ryan-Sheckler-Host-Event-Benefiting

Horovitz, B. (2012, August 21). Boston Market to take salt off table, cut sodium

in 3 dishes [Newsgroup post]. Retrieved from USA Today website:

http://usatoday30.usatoday.com/money/industries/food/story/2012-08-20/

boston-market-salt-shakers/57172722/1

Jennings, L. (2013). Boston Market opens first new restaurant in seven years. Nation’s

Restaurant News. Retrieved from http://nrn.com/fast-casual/boston-market-opens-first-

new-restaurant-seven-years

Lukovitz, K. (2015). Boston Market Contrasts Its Quality, Nutrition With Fast-Food’s.

Marketing Daily. Retrieved from http://www.mediapost.com/publications/article/

251102/boston-market-contrasts- its-quality-nutrition-wit.html

Menu Prices. (2016). “Boston Market Prices.” Fast Food Menu Prices. Retrieved

from http://www.fastfoodmenuprices.com/boston-market-prices/

https://www.dav.org/

http://www.businesswire.com/news/home%20/201208

http://www.businesswire.com/news/home%20/201208

http://nrn.com/fast-casual/boston-market-opens-first-

http://nrn.com/fast-casual/boston-market-opens-first-

http://www.mediapost.com/publications/article/

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Myers, D. (2015). 10 Things You Didn’t Know About Boston Market. The Daily Meal.

Retrieved from http://www.thedailymeal.com/eat/10-things-you-didnt-know-about-

boston-market.

Nutritionix. (2016). Food Allergy Search. Boston Market. Retrieved from

http://www.nutritionix.com/boston-market/menu/special-diets/premium

Rubel, C. (1996). Boston Market also likes to serve up fast research. Marketing News, 30(12),

H31.

Taylor, K. (2016). Why this wildly popular chicken chain refuses to fry its chicken.

Business Insider. Retrieved from http://www.businessinsider.com/boston-market-wont-

fry-its-chicken-2016-6

Wong, V. (2013). Thanksgiving Brawl: Boston Market vs. Your Kitchen. Bloomberg.Com, 3.

http://www.thedailymeal.com/eat/10-things-you-didnt-know-about-

http://www.thedailymeal.com/eat/10-things-you-didnt-know-about-

http://www.nutritionix.com/boston-market/menu/special-diets/premium

http://www.businessinsider.com/boston-market-wont-

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Appendix A: General Questions:

How do you feel about eating out?

How often do you or your family dine out?

What brings you to restaurants?

What restaurants do you eat at?

Why would you choose those restaurants?

Have you tried everything on their menu?

Have your friends or family get fast food?

How many times a month do you eat out?

Why would you return or not return to Boston Market?

What comes to mind when you think about dinning out?

Communications:

What form of social media do you use? (i.e Facebook, Twitter, Instagram)

How many hours a week do you watch television?

How many hours a week are you on social media?

Do you follow restaurants on social media? If so which channels? (i.e Facebook, Twitter,

Instagram)

What types of advertising do you react positively to?

How can we best get our message to you?

How do you hear about restaurants?

Important Factors for you Purchasing Decision?

When purchasing meals, what factors are most important to you (quick and easy,

homemade, premade, dinning out)?

How important is price when choosing a restaurant or meal?

What do you look for when visiting a restaurant?

How often do you consider healthy option when visiting a restaurant?

Do you use coupons when dinning out?

What do you look for when visiting a restaurant?

How do you feel about online orders?

Do you prefer to order in-store or online?

What delivery options would you consider?

How many miles would you travel to get food?

Do you use coupons while dinning out?

Specific Questions For Boston Market:

Have you tried Boston Market Products, which ones?

Would you consider Boston Market to be a popular brand?

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If you have not been to Boston Market, why not?

What’s your opinion on Boston Market?

Would you bring your family to Boston Market?

What is your opinion on Boston Market as a restaurant?

Did you go for take-out or dine-in?

Did you order in store or online?

What do you think of Boston Markets Reputation?

What is your opinion on Boston Market’s Competition?

How often do you visit Boston Market?

What would make you pick Boston Market over other restaurants?

What, if anything, makes Boston Market products stand out from other competitors?

Why did you shop with us?

How close is Boston Market to you?

Importance of Brand Loyalty

Does our reputation affect your buying decision? Why or why not?

Does our image represent quality products?

Do you feel our company represents a socially responsible establishment? If yes/no,

how?

What makes a company stand out from the competition in your mind?

Comments/ Questions?

27

Appendix B Boston Market Survey

We are conducting a survey to develop an integrated marketing communications campaign for

Boston Market. The purpose of this research is to examine a better knowledge of our target consumer. We have provided some questions for you to answer to help us in creating our IMC campaign. Please answer the questions to the best of your ability. Thank you, we greatly

appreciate your time!

General perception of dinning out

Strongly disagree Strongly agree

I enjoy dinning out. 1 2 3 4 5

I dine out often. 1 2 3 4 5

I look for discounts when I dine out. 1 2 3 4 5

I enjoy trying new restaurants. 1 2 3 4 5

I tend to dine at the same few restaurants. 1 2 3 4 5

I am familiar with these restaurants brands.


Applebee’s 1 2 3 4 5

Chipotle 1 2 3 4 5

Panera 1 2 3 4 5

Boston Market 1 2 3 4 5

Subway 1 2 3 4 5

Chili’s 1 2 3 4 5

McDonald’s 1 2 3 4 5

If I was hungry I would feel inclined to eat here.

Strongly disagree Strongly

agree

Applebee’s 1 2 3 4 5

Chipotle 1 2 3 4 5

Panera 1 2 3 4 5

Boston Market 1 2 3 4 5

Subway 1 2 3 4 5

Chili’s 1 2 3 4 5

McDonald’s 1 2 3 4 5

When I choose to dine out these factors are important to me.


Efficient service 1 2 3 4 5

Cleanliness 1 2 3 4 5

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Good Food 1 2 3 4 5

Nice atmosphere 1 2 3 4 5

Friendly employees 1 2 3 4 5

Price 1 2 3 4 5

Location 1 2 3 4 5

Healthy food options 1 2 3 4 5

Fresh Food 1 2 3 4 5

I get information about restaurants from…


Television 1 2 3 4 5

Newspaper 1 2 3 4 5

Radio 1 2 3 4 5

Magazines 1 2 3 4 5

Billboards 1 2 3 4 5

Word of mouth 1 2 3 4 5

Physical store promotions (i.e. Sales) 1 2 3 4 5

Internet 1 2 3 4 5

Consumer review sites 1 2 3 4 5

I get information about restaurants from…

Strongly disagree Strongly

agree

Yelp 1 2 3 4 5

Facebook 1 2 3 4 5

Twitter 1 2 3 4 5

YouTube 1 2 3 4 5

Instagram 1 2 3 4 5

Television Commercial 1 2 3 4 5

Online forums 1 2 3 4 5

Restaurant websites (i.e. Walmart, Best Buy) 1 2 3 4 5

Mobile ads 1 2 3 4 5

About Boston Market


I am familiar with Boston Market. 1 2 3 4 5

I’ve eaten at Boston Market. 1 2 3 4 5

I consider Boston Market to be a popular brand. 1 2 3 4 5

I enjoy eating Boston Market’s food. 1 2 3 4 5

I consider Boston Market a fairly priced restaurant. 1 2 3 4 5

I consider Boston Market to have good food. 1 2 3 4 5

I visit Boston Market often. 1 2 3 4 5

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I prefer Boston Market over other restaurants. 1 2 3 4 5

Boston Market stands out from its competitors. 1 2 3 4 5

Gender: (1) Male (2) Female

Class: (1) Freshman (2) Sophomore (3) Junior (4) Senior (5) other ____________

Age: 18-20

21-23 24-26

----THANK YOU----

30

Appendix C: SPSS Tables and Charts

Statistics:

Age

Frequency Percent Valid Percent Cumulative

Percent

Valid

18-20 9 25.7 25.7 25.7

21-23 14 40.0 40.0 65.7

24-26 11 31.4 31.4 97.1

4 1 2.9 2.9 100.0

Total 35 100.0 100.0

Class


Percent

Valid

Freshman 1 2.9 2.9 2.9

Sophomore 3 8.6 8.6 11.4

Junior 9 25.7 25.7 37.1

Senior 14 40.0 40.0 77.1

5 8 22.9 22.9 100.0

Total 35 100.0 100.0

Gender


Percent

Valid

Male 14 40.0 40.0 40.0

Female 21 60.0 60.0 100.0

Total 35 100.0 100.0

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Statistics

Gender Class Age

N Valid 35 35 35

Missing 0 0 0

Mean 1.60 3.71 2.11

General Perception:

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Dinning enjoyment 35 1 5 4.31 .963

Dinning Freq 35 1 5 3.43 1.145

Discount 35 1 5 2.89 1.367

New Restaurant 35 1 5 3.74 1.379

Same and Few Res 35 1 5 3.80 1.158

Valid N (listwise) 35

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Familiar Restaurant:



Applebee's 35 1 5 4.14 1.033

Chipotle 35 1 5 3.83 1.524

Panera 35 1 5 4.00 1.085

Boston Market 35 1 5 3.03 1.403

Subway 35 1 5 3.46 1.442

Chili's 35 1 5 3.37 1.555

McDonald's 35 1 5 3.66 1.454


33

If I was Hungry:



Applebee's 35 1 5 3.23 1.437

Chipotle 35 1 5 3.46 1.578

Panera 35 1 5 3.63 1.330

Boston Market 35 1 5 2.54 1.245

Subway 35 1 5 2.43 1.441

Chili's 35 1 5 2.69 1.471

McDonald's 35 1 5 2.51 1.687


34

Important Factors:



Price 35 1 5 3.89 1.022

Location 35 2 5 3.83 .857

Health Food 35 1 5 3.51 1.147

Fresh Food 35 1 5 3.97 1.248

Nice Atmosphere 35 2 5 4.51 .702

Cleanliness 35 4 5 4.57 .502

Quick Service 35 2 5 3.80 .901

Friendly Employees 35 2 5 4.20 .833

Sales Promotions 35 1 5 3.09 1.358


35

General Information Sources:



Television 35 1 5 3.11 1.367

Newspaper 35 1 5 1.91 1.269

Radio 35 1 4 1.57 .884

Magazines 35 1 4 1.80 .964

Billboards 35 1 4 2.11 1.157

Word of mouth 35 1 5 4.11 1.157

Store PROMO 35 1 5 2.49 1.222

Internet 35 1 5 3.97 1.339


36

Information Detail:



Yelp 35 1 5 3.26 1.804

Facebook 35 1 5 3.11 1.530

Twitter 35 1 5 2.66 1.349

YouTube 35 1 5 1.89 1.132

Instagram 35 1 5 2.74 1.462

Consumer Review Sites 35 1 5 2.74 1.245

Online Forums 35 1 4 2.49 1.011

Restaurant Web 35 1 5 2.57 1.335

Mobile Ads 35 1 5 2.26 1.291

Search Engine 35 1 5 2.91 1.669


Boston Market:

37



Familar BM 35 1 5 3.43 1.335

Eaten at BM 35 1 5 3.29 1.426

Popularity 35 1 5 2.77 1.190

Enjoyment of food 35 1 5 3.00 1.237

Fair Price 35 1 5 3.57 1.145

Good Food 35 1 5 3.17 1.200

Go to BM 35 1 4 1.83 1.043

Prefer BM 35 1 4 1.86 .912

BM Stands out 35 1 4 2.37 1.140


Documents

Integrated Marketing Final Project