Sonic Media PlanJeff Bagley

Madison BloodworthMolly CuttsCaitlin Huff

Lauren MeredithLauren Steffes

- Fast food market is growing as a whole-Leader is McDonalds- McDonalds has almost twice as many stores as the number 2 fast food restaurant, Burger King

Market Description

- Sonic must consider DMAs with higher CDI over those with higher BDI to become a market leader.- The Milwaukee market has the highest estimated value of all of the new markets.

32 New Markets

-Founded in the early 1950s- Food delivered by employees on rollerskates-Also has traditional drive through- Traditional and non traditional fast food items available.-Overall unique fast food experience

Product Description

-Steady growth-Slowed during 2008 economic downturn-Holds 2% of all fast food sales which is a lot considering the number of stores it has

Sonic Sales

- fast food consumers look for a low price and served quickly- Sonic serves food at a moderately higher price than competitors

Pricing

- Sonic strives to provide a unique dining experience for the customers- It has an extensive food and drink selection, along with a car hop- Sonic’s long term goal is to maintain top ten status in the fast food industry.- Short term goal is to increase sales at Sonic restaurants among 18-24 year olds by 5 % within the fiscal year 2014-2015

Product positioning

- Adults ages 18-24-Reside in North West United States-Active lifestyle-enjoys inexpensive fast food with friends-15.9% of Sonic customers are in Target Market- 83.6% of the target market eats at other Fast Food restaurants.

Target Audience

- To maintain or become a leading (top ten) fast food restaurant operator in all of their markets by fiscal 2016-increase brand awareness-increase brand loyalty

Marketing Objectives

- To increase sales at Sonic restaurant among 18-24 year olds by 5% between July 1st, 2014 and June 30th, 2015 Target audience is high consumer of other fast foods-focus on what sets Sonic apart- must consider GRPs needed to make impressions

Marketing Objectives

- To Maintain or become a top five fast food restaurant in all high BDI markets by fiscal 2016- BDI shows how well Sonic is performing in target market

Marketing Objectives

-To Create Brand Loyalty- makes effective frequencies important-ads must be positive

Advertising Objectives

- To persuade customers to return- want customers to return after first time use-effective frequency must be used

Advertising Objectives

-To emphasize the uniqueness of the Sonic Brand- must distinguish from competitors-maintain niche by emphasising unique aspects like rollerblading waiters-must be first to mind when consumers think of a fun atmosphere

Advertising Objectives

Key fact: signature menu items, drive in dining, employees on rollerblades.Objective: To maintain or become a top five fast food restaurant in all high BDI markets by fiscal year 2016Target: 18-24 year olds in North West United States

Creative Brief

Insight: TA has fast paced life so fast food is easiest for them. Little interest in health.Promise: fun and unique fast foodSupport: “America’s Drive In” “Its not just good, its Sonic Good” “Sonic’s got it others don’t”Mandatories: Brand Name, Logo

Creative Brief, Continued

-index is only 89-few spots, but well placed and engaging-late night or daypart ads are less expensive- Adult Swim and Teen nick are the top channels in our demographic-Sonic sales are mostly in Summer so most TV spots will be in Spring and Summer

Television

-8.31% of budget- most to local markets-most Sonic customers are employed and listen to radio so morning drive spots are important- Heavy radio users are highly likely to be Sonic customers

Radio

-Small amount because of 109 index-Better than newspapers and less expensive than TV and internet-$980,000 budget- Magazines with highest index for our target market include Game Informer, Cosmopolitan and ESPN the Magazine

Magazines

- Important because target market is heavy users- heavy fast food users are also heavy internet users-15% of budget- Targeted banner ads on social media sites- Keywords including “Cherry- Limeade”, “Carhops”, “Drive-in”

Internet

- Social media increases exposure- Facebook and Twitter- Youtube popular in Target Audience- #sonic #mysonicshake- Vine competitions

Non- Traditional

- Target audience is on the go- $6,370,000-Hard to ignore- Catch attention on the way to and from work-Most Sonic customers work

Outdoor

Tier 11. Milwaukee, WI 5.77% 5. Flint-Saginaw et

al, MI5.17 9. Butte-Bozeman, MT 5.02

2. Detroit, MI 5.64 6. Lansing, MI 5.15 10. Minneapolis-St. Paul, MN

5

3. Grand Rapids et al, MI

5.42 7. Eugene, OR 5.07

4. Rapid City, SD 5.18 8. Portland, OR 5.04 Tier 1 EV%

Tier 211. Medford et al, OR

4.95% 15. Green Bay-Appleton, WI

4.82 19. Great Falls, MT 4.6

12. Sioux Falls et al, SD

4.92 16. Seattle-Tacoma, WA

4.75 20. Bend, OR 4.35

13. Yakima et al, WA

4.92 17. Madison, WI 4.71

14. Spokane, WA 4.87 18. Wausau-Rhinelander, WI

4.64 Tier 2 EV%

Tier 3

21. Alpena, MI 0% 25. Glendive, MT 0 29. Marquette, MI 0

22. Billings, MT 0 26. Helena, MT 0 30. Minot et al, ND 0

23. Duluth-Superior,

MN-WI

0 27. La Crosse-Eau

Claire

0 31. Missoula, MT 0

24. Fargo-Valley City,

ND

0 28. Mankato, MN 0 32. Traverse City et al,

MI

0

My name is Joey and I am 19 years old. I live at home with my parents and am a Freshman commuter to the local community college 20 minutes away. In my free time, I enjoy hanging out with friends, surfing the Internet, playing basketball, and occasionally hitting up the gym. I have a job at Kroger as a cashier but most of my income is spent on gas for my car and whatever food I need. Due to the fact that I live at home, I don’t have to worry about paying for renting an apartment so my parents allow me to use my income at my own disposal. As much as I enjoy my Mom’s home cooking, I love to eat out and get a good burger and fries every once in a while. I’m not really a health nut so anytime my friends and I get a craving, I don’t think twice about ordering some of the more unhealthy items on the menu. Also, in between classes I’ll go to the most convenient fast food place near campus for lunch so I don’t have to worry about packing one in advance. Juggling school, work, and friends can make my life pretty fast-paced so fast food restaurants are often the easiest option for me.

Psychographic Profile