Sonic Media Plan
Jeff Bagley
Madison Bloodworth
Molly Cutts
Caitlin Huff
Lauren Meredith
Lauren Steffes
Market Description
- 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
32 New Markets
- 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.
Product Description
-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
Sonic Sales
-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
Pricing
- fast food
consumers look for
a low price and
served quickly
- Sonic serves food
at a moderately
higher price than
competitors
Product positioning
- 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 20142015
Target Audience
- 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.
Marketing Objectives
- 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
Advertising 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
Creative Brief
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 2016
Target: 18-24 year olds in North West
United States
Creative Brief, Continued
Insight: TA has fast paced life so fast food is easiest for
them. Little interest in health.
Promise: fun and unique fast food
Support: “America’s Drive In” “Its not just good, its Sonic
Good” “Sonic’s got it others don’t”
Mandatories: Brand Name, Logo
Television
-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
Radio
-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
Magazines
-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
Internet
- 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”
Non- Traditional
-
Social media increases exposure
Facebook and Twitter
Youtube popular in Target Audience
#sonic #mysonicshake
Vine competitions
Outdoor
- 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
Tier 1
1. Milwaukee, WI
5.77%
5. Flint-Saginaw et
al, MI
5.17
9. Butte-Bozeman, MT 5.02
2. Detroit, MI
5.64
6. Lansing, MI
5.15
10. Minneapolis-St.
Paul, MN
3. Grand Rapids et
al, MI
5.42
7. Eugene, OR
5.07
4. Rapid City,
TierSD
1
5.18 EV%
8. Portland, OR
5.04
5
Tier 2
11. Medford et al,
OR
4.95%
15. Green BayAppleton, 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,
TierWA
2
4.87 EV%
18. WausauRhinelander, WI
4.64
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,
0
27. La Crosse-Eau
0
31. Missoula, MT
0
0
32. Traverse City et al, 0
MN-WI
Claire
24. Fargo-Valley City, 0
28. Mankato, MN
ND
MI
Psychographic Profile
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.