Camille Sheehan

Research

Research• Worked with Burson-Marsteller Communications• Secondary:

– 3/10 students in U.S. public schools still fail to finish high school with a diploma

• Primary: – only 4% of customers were aware of the TBFT, but 49 percent

of consumers wanted to see TBFT support community organizations

– Internal:• nearly half of franchisees were not actively supporting the Foundation• brand positioning research told us that a unified message across all

channels was critical• those surveyed wanted to see more visibility of the cause on the local

level

ResearchStrengths Weaknesses

• large, well-known franchise• access to partnerships with

organizations

• rumored to be poor quality food and service

• low level of employee awareness and involvement in

Taco Bell programs

Opportunities Threats

• large communities in need of Taco Bell’s programs

• no real threats, this is a philanthropic campaign

Planning

Planning• “overall strategies”:• create a “big tent” employee

engagement brand platform and campaign that could house all current and future programs and partnerships• engaging broader support from the

restaurants

“Taco Bell believes in teens. Each day, we serve and interact with millions of teens. They are our customers, our employees, our friends and families. They are also our future – future leaders, franchisees, suppliers and partners. That’s why we’re committed to setting them up for success in the real world. This means addressing critical factors to their future success, including graduating from high school; preparing for college; training for jobs; staying active and healthy; and serving in their communities.”

goalinspire teens to graduate high school

• Primary:–Franchise owners, Taco Bell employees–“inner city” teens

• Secondary:–customers

• Intervening:–Media, sponsored affiliates, spokesperson

publics

• Drive Public Awareness of the Graduate to Go Initiative and raise the stature and visibility of the TBFT as a key player in the high school drop out crisis

• Engage Franchise support through local grants program providing real-world experiences for teens

• Grow the TBFT to a $7M organization through franchise and restaurant fundraising efforts

objectives

• Fundraising Plan and Creative Development of Graduate To Go Campaign• Initiate Board and Franchisee Sell In• Create Franchise-based Fundraising

Committee

strategies

Implementation

• “Wahlberg Challenge”• Graduate to Go Local Grants• Restaurant Ambassador Program• Partner Engagement• Teen Profile Development• Media Desk Side Meetings• Los Angeles Studio Opening• Ongoing media campaign

tactics

–Graduate for Más• Partnership with “Get Schooled”• Pledge to finish high school•Win prizes

–Camp Taco Bell Experience• Business leadership program• Earn grants for school

–Taco Bell Foundation for Teens (Studio)• Partnership with B&Gs Club

other programs part of TBFT

Graduate to Go PSA

Evaluation

Evaluation• Awareness:– approximately 280 million earned media impressions and

40 million people exposed to the PSA (over two year span)– Taco Bell sports marketing integration and media buy

furthered the reach for Graduate to Go– Exposure through Facebook helped reach new audiences:• Boys & Girls Club of America (31,694), Anderson Cooper

(60,232), Mark Wahlberg (336,727), Taco Bell (7,639,698), and Graduate to Go (1,238)

– QSR Magazine’s “100 Biggest Stories of 2011”:• “Quick-Service Restaurant”• Ranked Taco Bell Graduate to Go Studio and Mark

Wahlberg as number 42

Evaluation• Awareness:– Conversation related to TBFT and/or Graduate to Go

appeared in more than 11,200 posts online Jan. 1 – Nov. 2012

– Over 90% of discussion surfaced on Twitter• In early June, approximately 9,000 tweets cited the hashtag

“#GraduateToGo” in support of a Twitter party with Mark Wahlberg

– More than 60% of online news coverage was the result of TBFT press releases and announcements

– Primary topics of discussion related to:• TBFT’s online campaign asking users to “like, share or tweet”

Graduate to Go content on social media to “help teens graduate”

Evaluation• Support:– Increased Taco Bell restaurant participation in

national fundraising from 60 to 80 percent from 2010-2011• Restaurants gave $250 each and engaged stores to

ask customers to donate $1– Engaged 5,000 restaurant ambassadors to support

the fundraiser, versus 500 in 2010– Mark Wahlberg attended the annual Franchise

Convention in 2010 and 2011 and raised nearly $1 million over two years in franchise donations from live auction packages and scholarships

Evaluation• Growth:– The positive results of the campaign allowed TBFT to:• Grant more than $5 million to teen programs that

year• Reach more than 100,000 teens annually through

real-world experiences• Elevate its work through deeper integration with

the Taco Bell brand and culture• Be a $7 million organization and growing

• 2012 PR News CSR Awards: “Stakeholder Engagement” Winner• 2012 Silver Anvil Award: “Internal

Communications — Associations / Government / Nonprofit Organizations” Winner

awards

• Why is this campaign significant?– Demonstrates the importance of engagement

with your internal publics• What made it successful?– Planning thorough– Strategies simple, cohesive, organized– Tactics multitude of events, as well as big-name

partnerships: Boys & Girls Club, Mark Wahlberg Youth Foundation

My Perspective

• Change in perspective:– Realize the importance of internal public

(employees) for a successful campaign• Often only focusing on the external public and how to

engage them

My Perspective

Works cited:• http://www.prnewsonline.com/CSRawards2012/• http://www.aboutus.org/QsrMagazine.com• http://

www.burson-marsteller.com/About_Us/awards/Lists/AwardsList/DispForm.aspx?ID=805

• http://www.prweekus.com/taco-bell-foundation-for-teens-raises-awareness-about-dropout-rates/article/131224/

• http://www.tacobellfoundationforteens.org/our-programs/taco-bell-foundation-for-teen-studios/

• http://markwahlbergyouthfoundation.com/about/• http://

www.tacobell.com/Company/newsreleases/give_mas_for_teens• http://www.tacobellfoundationforteens.org/2012/02/taco-bell-gra

duate-to-go-to-be-featured-at-nba-all-star-2012-marking-20-years-of-inspiring-teens-to-graduate-high-school/

• http://hxdesign.wordpress.com/2013/02/18/tacobell-foundation-for-teens-presentation-design/

• http://www.prsa.org/SearchResults/download/6BW-1213C10/0/Igniting_Participation_for_the_Cause

Works cited: