TABLE OF CONTENTS
Exeutive Summary 1
IMC Strategy and Mix 11
Creatiive Strategy
16
2
Media Plan
20
Category and Competetive Analysis 3
Campaign Assessment 25
Consumer Analysis
6
Appendices
27
Primary Research 7
References
31
SWOT Analysis
10
Strategic Recommendations
11
Situation Analysis
Company and Brand Background
EXECUTIVE SUMMARY
Jersey Mike’s Subs is a sub sandwich chain founded in Point Pleasant, NJ in 1956 as “Mike’s Subs”. The sub sandwich was at the time,
a very new product in the marketplace. Today, Jersey Mike’s Subs
boasts 1,300 store locations nationwide. Current CEO, Peter Cancro, believes in charity, consistency and offering a superior product.
Jersey Mike’s is more than capable of being a dominant force in
the fast-casual category, however, due to the lack of advertising, its
competitors such as: Subway, Quiznos Sub, Arby’s, Jimmy John’s
and Potbelly hold a more formidable position in the segment.
Our goal is to help Jersey Mike’s create a “delicious campaign” to be
implemented in order to establish Jersey Mike’s as a serious competitor
that offers the freshest, most rewarding experience available in the category. Our campaign has a budget of $4.5 million and will be divided
into four phases:
1.
Get in Line
2.
Slicing the Bread
3.
Add the meat
4.
Wrap and sell
Jersey Mike’s has established itself amongst its current consumer
as the superior sub to its competitors. The bread is fresh-baked,
in-store every day, the meat is sliced to order and the vegetables are
crisp, locally-sourced and incredibly fresh. This is exciting news, at
least for those that know of the brand and to those who are fortunate enough to have a store in town. The greatest issue that Jersey
Mike’s faces as a brand is its lack of brand awareness. We believe the
lack of awareness and brand loyalty associated with it minimizes
Jersey Mike’s potential in the marketplace.
In order to address this issue, Jersey Mike’s needs to reinforce its
image as the quintessential sub experience through its advertising.
The competition spends an exponentially greater amount in their
marketing ventures and Jersey Mike’s needs to follow suit in order
to communicate to their consumers that the Jersey Mike’s experience is better.
Over the course of the campaign, the IMC mix will include advertising
across both traditional and non-traditional media including television,
radio, magazine and social networking as well as utilizing guerrilla
marketing tactics, rewards programs and other promotional materials. A variety of methods will be implemented in order to measure the
effectiveness of our campaign.
Jersey Mike’s, Fresh. It’s a shore thing.
1
Siuation Analysis
Company and Brand Backgroud
Jersey Mike's Subs began back in 1956 as "Mike's Subs" in Point Pleasant, NJ. Around that time, there were few chain restaurants. They
believed that in order to survive they had to offer exceptional quality
products with an equally superior customer service experience. They
came into the market with a relatively unique product - the submarine
sandwich.
named the 3rd fastest-growing restaurant chain with sales above $200
million. In addition, it was named one of the Top 5 Growth Chains in
the 2012 Nation’s Restaurant News Second 100 ranking, listed as #1 in
growth in the U.S. Systemwide Sales (sandwich segment). Jersey Mike’s
often wins “best sub” in the markets it enters.
The company's CEO Peter Cancro, believes in giving and making a
difference in someone's life. The company today offers high quality sub
sandwiches with superior ingredients and fresh-baked bread. They are
available in hot and cold varieties. They offer a rewards program called
Shore Points that rewards consumer loyalty with savings and free subs.
They also take pride in delivering an exceptional customer experience.
Peter emphasizes the importance of the customer and seeks to maintain
a consistent experience across all stores.
Jersey Mike’s is a national franchise that consists of a network of over
1,300 stores, all of which offer the same menu items. More specifically,
their claim to fame is “Mike’s Way”; a style of sandwich prepared with
lettuce, onions, tomatoes, oil, vinegar and blended spices. This is the
quintessential Jersey Mike’s experience; the authentic way. They also
offer catering services for large events.
The brand has firmly established itself as a viable and as a dominant
competitor in the sandwich marketplace. Jersey Mike’s was recently
2
Category and Competitive Analysis
Within the fast food industry, competitors range from “burger joints”
and seafood shacks to sandwich shops, and everywhere in between.
These sandwich shops have menus that include the standard sub,
flatbread sandwiches, variations of soups and more. The direct competitors, then, to Jersey Mike’s are Subway, Quizno’s, Arby’s, Jimmy John’s
and Potbelly.
five other competitors. Subway spends the largest portion of its advertising budget on network television and cable television.
QUIZNOS
Quiznos is the second-largest submarine sandwich shop chain in North America. It was
founded in 1981 in Denver, CO. It grew to be
comprised of nearly 1500 Quiznos restaurants
among domestic locations and plans to expand
to locations in over 40 countries (QIP Holder, LLC., 2014). Quiznos
specializes in toasted subs as well as chef-inspired menu items, including grilled flatbreads, salads and wraps, and savory soups. It’s committed to bringing both high quality and a large variety of delicious options
to the guests, whether for lunch or a catering order.
SUBWAY
Subway is the world’s largest submarine sandwich chain with more than 37,000 locations
worldwide. It has become the leading choice for
people seeking quick, nutritious meals that the
whole family can enjoy (Doctor’s Associates,
Inc., n.d.). Subway was founded in 1965 as Pete’s
Super Submarines and renamed Subway in 1974. There are 25,000 franchises within the U.S. and Canada, and around 10,000 more worldwide.
Subway brands itself as providing a variety of great tasting, healthier
food choices while reducing their environmental footprint (Doctor’s
Associates, Inc., n.d.). Their advertising strategy always focuses on the
perception that Subway is the healthiest fast food franchise in the market that uses only the freshest ingredients.
Quizno’s has very small market share that accounts for only about 0.96
- 1.2% of the fast food market (Hoover’s), and that has dropped steadily in recent years. From 2010 to 2011, its share fell from 4.9% to 3.8%.
The sales of Quiznos fell by more than half, from $2.1 billion in 2007 to
$1.02 billion last year, according to industry estimates.
From October 2012 to November 2013, Quizno’s spent $34,016,400 in
total on advertising. The majority of that was spent between network
TV ($10,089,400) and cable TV ($21,956,000), with the bulk of the
From October 2012 to November 2013, Subway spent $521,965,100 on
advertising in total, easily taking the lead as top spender amongst the
3
rest distributed to mainly internet displays, magazine ads, and outdoor
advertisements.
In total, Arby’s spent $93,289,100 on advertising from November 2012
to October 2013. They spent a significant portion of that on Spot TV
ads ($48,557,700) and Cable TV ($29,743,600). They spent $8,485,700
on Network TV, $2,160,200 on outdoor ads, and $1,965,200 on local
radio ads.
ARBY’S
Arby’s was founded on July 23, 1964 in
Boardman, Ohio. It now is ranked as the No.3
sandwich chain behind Subway and Quizno’s
with more than 3,600 locations across the US
and in a handful of other countries (Hoover’s).
Arby’s is well known for slow-roasted and freshly
sliced roast beef sandwiches and famous Market Fresh® sandwiches,
wraps and salads, made with wholesome ingredients and served with
the convenience of a drive-thru. It’s the favorite place for people who
crave something different and better. It holds six values that help guide
it to set the goal, build the relationship and make decisions, which are
“Dream Big, Work Hard, Get it Done, Play fair, Have fun, Make a difference” (Arby’s IP Holder Trust., 2014). Arby’s most recent advertising
tagline is “Slicing up freshness”, which communicates its confidence
and pride in freshly slicing meat it could offer daily in each restaurant.
JIMMY JOHN’’S
Founded in 1983 by 19 year old Jimmy John Liautaud, Jimmy John’s has successfully developed as
a well-known, thriving brand with award winning
bread and subs. As found on Jimmy John’s website,
the brand has an “irreverent attitude, low price, great
food and delivery with a smile” with 1600 stores
nationwide (Jimmy John’s Franchise, LLC., 2014). In each of the stores,
all of Jimmy John’s food is fresh and real - from the bread baked daily to
the veggies and meats used with no preservatives or fillers. Behind Jimmy John’s success is a tagline used from corporate through their stores:
“Make a deal, keep a deal” (Jimmy John’s Franchise, LLC., 2014). This
has remained constant for the brand from the beginning with Jimmy’s
entrepreneurial mindset and runs down to the “ordinary employees doing extraordinary jobs” who don’t mind going above and beyond to get
the job done (Jimmy John’s Franchise, LLC., 2014). Jimmy John’s prides
itself in serving quickly prepared and affordable subs, both in store and
through home delivery to ensure the customers get their order in the
shortest time. It brands this service as “freakishly fast” (Jimmy John’s
Arby’s sales in 2012 totaled $2.9 billion, down $100 million from a year
earlier and down more than $400 million from the previous three years,
according to QSR (Startribune.com).
4
Franchise, LLC., 2014). Jimmy John’s estimated annual sale is $5.30
million (Hoover’s).
contribute less than 1% of total revenue (Hoover’s).
From November 2012 to October 2013, Potbelly spent only $1,259,000
in total on advertising. The largest portion of that was spent on outdoor
advertising ($1,045,900) and the remaining dollars were spent on local
radio and internet display.
From October 2012 to November 2013, Jimmy John’s spent $29,045,200
on advertising in total. Primary spending was on spot TV ($10,863,400)
national spot radio ($7,887,200), and local radio ($4,968.5000).
POTBELLY
Potbelly is a fast-growing neighborhood sandwich
chain offering toasty warm sandwiches, signature
salads and other fresh menu items. It started in
1977 as a small antique store on Lincoln Avenue
in Chicago. It now operates 280 quick-service
restaurants within 18 states and Washington DC
that specialize in fresh-made sandwiches. Potbelly
focuses on food quality and brand appeal in order to distinguish itself.
It aims to be “The Best Place for Lunch” and positions itself as “Neighborhood Sandwich Shop” (NASDAQ.com). Potbelly dedicates itself to
creating a lively atmosphere using antique interior decoration and live
music with a focus on personalized and genuine customer experiences.
Potbelly strives to be a fun, friendly and hardworking group of people
who enjoy taking care of our customers.
Potbelly has been profitable for the past two years. The overall sales
grew 15% in 2012 to $274.9 million. The company’s 18 franchised shops
Subway
$521,965,100
Arby’s
$93,289,100
Quiznos
$34,016,400
Jimmy John’s
$29,045,200
Jersey Mike’s
$3,462,800
Potbelly
$1,259,000
(Ad$pender)
=100,000,000 Advertising Dollars
5
Consumer Analysis
The overall culture of Jersey Mike’s attracts a very diverse and unique
crowd of consumers that encompasses all ages, ethnicities, and geographic locations. The restaurant seems to present itself to appeal to
younger age demographics by using hip language on its website and
also appeals to older generations because of the company’s age. The
individuality of Jersey Mike’s brings in multiple groups of people that
vary demographically, geographically, and psychographically.
The sandwich shop industry is one that is popular throughout most of
the country, as eating out has become an activity that nearly all people
partake in. However, output from Simmons specifies that the Midwest
and South are the two regions that eat out most frequently and contain
the most potential consumers for Jersey Mike’s.
Total
After conducting research through Simmons, the heaviest age demographic for the higher-end fast food industry is seen to be ages 18-34.
These age groups displayed indexes of well over 130 proving that it is
the area with the heaviest consumption. These consumers are typically male and female college students and young professionals who are
attracted to places such as Jersey Mike’s not only because of the good
quality of the food but also because of the social atmosphere of the
restaurant.
The 18-34 demographic includes individuals who are typically onthe-go and have very busy lifestyles. Many of these consumers tend to
be budget conscious as well as being either students at a university or
new-comers to the workforce who are in an entry-level position. The
lifestyle of the demographic is fast-paced and constantly changing, and
also includes many specific interests, morals, and values. Important
dining qualities to these consumers include affordability, fresh ingredients, convenience, and an overall quality product. Brand loyalty also
tends to be high.
6
FAST FOOD RESTAURANT
CONSUMERS
Total Index 100
100
Age: 18-24 Index 100 104
Age: 25-34 Index 100
106
Age: 35-44
Index 100
104
Age: 45-54
Index 100
101
Age:55+
Index 100
93
Primary Research
Overview
Tennessee, Illinois, New York, and New Jersey), and three different
statuses (undergraduate students, graduate students, and young professionals). Each member of the group reached out to a handful of individuals to interview for our research.
To gain insight from Jersey Mike’s consumers about both the brand
and their perceptions, we utilized in-depth individual interviews and
naturalistic observations. Our primary objective was to learn more
about the consumer’s perception of quality, experience, and overall
impression of the brand. We wanted to ensure we had a clear viewpoint
on both Jersey Mike’s and the fast casual food industry from people
who represented our target demographic of ages 18-25. Also, we wanted to examine differing viewpoints among heavy users, light users, and
non-users with an overall goal of being able to sustain the heavy users
and further attract the light and non-users. It’s apparent that Jersey
Mike’s does not advertise much at all, let alone toward our target demographic, so our research was primarily meant to analyze where the
brand falls within our consumer’s mind so we can position it properly.
Once the participants were selected, we asked each individual a series
of 11 questions. Five of these questions were specific to the overall fast
casual industry and six were specific to the Jersey Mike’s brand. This
helped us obtain insight not only about what people thought of Jersey
Mike’s but how our target demographic sees the industry as a whole.
Once each group member attained answers from their subjects, we
analyzed our findings to discover any recurring trends or results that
would prove useful to our campaign.
Results:
A significant portion of the participants knew of Jersey Mike’s when
prompted, but it seemed the brand that takes the cake for top-of-mind
awareness (within the industry for our consumers) is Subway. A bit
more than half of all participants had been to Jersey Mike’s or heard
of it. Most consumers also seem to have only heard of Jersey Mike’s
through ‘word of mouth’ advertising, which only confirms our suspicion that they do very little by way of advertising. A few of the consumers compared Jersey Mike’s to country music or acoustic music; more
laid back, soft sounds appeal to the participants. The one crucial weakness we’ve observed with the brand is awareness: consumers that know
the brand seem to like it or love it, and don’t have any problems with it.
In-Depth Interviews
Methods:
The selection process was a large focal point to ensure that we were not
targeting the same group of people. It was important to target different
ethnicities, ages, and genders in order to obtain an accurate snapshot of
the consumer market. We interviewed 15 people total, which covered
a range of different ethnic groups (Caucasian, African American, and
Asian), eight different states (Pennsylvania, Georgia, Oregon, Texas,
7
needs
- Customers seemed please by fast, efficient service
- Hospitality was key
- Individual couple explicitly stated “I love Jersey Mike’s”
But many people don’t know of the brand at all; this is a definite problem and awareness needs to be increased among consumers.
Naturalistic Observations
From the atmosphere/decor and cleanliness of the facility to the service and of course, the food, we came away with this initial impression:
Jersey Mike’s is a fresh experience. The decor was light and welcoming,
reminiscent of the New Jersey beaches where the original sub shop
was founded. The facility was well maintained and clean. The staff was
attentive, friendly and willing to provide service that fit your needs. The
food was the most “fresh” part of the entire experience. Deli meats were
sliced right in front of you, vegetables were vibrant and healthy, and the
bread is baked fresh daily -- on site. From a personal standpoint, the
bread really is quite impressive; crisp on the outside and fluffy and airy
on the inside, it was relatively incomparable to other sub shops.
Methods:
Observations were made in two ways: in-store visits on the weekend of
February 22-23 and customer testimony via social networking, which
in this case were Facebook and Yelp. In-store, we observed the customers, the employees and managers, and their interactions. Online, we
analyzed comments on Jersey Mike’s Facebook page and compared this
information with both our individual interview responses and in-store
observations. In addition, we analyzed about 11 customer reviews from
the State College, PA location via Yelp.com [ 2] to gather further customer testimony and to identify potential pitfalls of the brand.
Results:
Summary of In-store Observations:
- Store cleanliness was well-maintained
- Atmosphere was light, warm and welcoming
- Decor consisted of beach imagery and complementary design choicesBread was fresh-baked in-house and the pleasant smell lingered
- Deli meats were sliced to order
-Vegetables appeared fresh and crisp
- Staff was attentive, friendly and willing to provide service that fits your
In observing other customers to cross-reference their experiences with
our experience, we noticed that the line moved rather quickly. The process seemed very efficient. Each customer was greeted with the same
level of vibrant hospitality as the next and they seemed pleased overall.
No one appeared dissatisfied with his or her food. We even witnessed a
couple that explicitly stated, “I love Jersey Mike’s.” Love is a very strong
word.
8
Conclusions:
Online Data Mining
When observing customer testimony on social networking sites such as
Facebook and consumer review site Yelp.com, we did not come across
an unfavorable review. We reviewed about 11 reviews from Yelp.com
and a plethora of user commentary on their official Facebook page. The
main recurring keyword: fresh. This seems to be the brand’s biggest
advantage. As discussed in the previous section, freshness rules the
experience. One comment from William Stevens read “I like to see the
meat cut while the sub is being made.” With such a health-conscious
society, people like when things are prepared in front of them; at the
bare minimum it is perceived as more ‘fresh,’ and perceptions are what
matter.
Consumers perceive Jersey Mike’s as a brand that is “fresh.” They feel
very strongly (in a positive way) about the brand, overall. One huge
negative that works against the brand is the lack of brand awareness
among a good portion of the population. It seems that people who
know the brand like it well enough, but just as many people aren’t aware
the brand exists. The only way word about Jersey Mike’s is really spread
is through word of mouth, and somewhat through social media like
Facebook. The lack of advertising doesn’t have a negative effect on the
brand but it certainly isn’t helping it.
9
SWOT Analysis
- The brand offers a unique, quality product including fresh ingredients, including freshly baked bread, fresh sliced deli meats, and
crisp vegetables. No other brand slices the meats right in front of
you.
- Lack of brand awareness, less people consider Jersey Mike’s when
looking for place to enjoy sandwich. This is attributed to a lack of
advertising. Jersey Mike’s can’t rely on solely word-of-mouth.
-Not as many locations (1,300+) as competitors have across the
country compared to one competitor such as Subway, 33,749 locations as of 2010.
- Unique atmosphere from competition. Jersey Mike’s has a relaxing, beachy atmosphere that people find comfortable to enjoy a
meal alone or with friends
- Advertisements are not effective. Not much advertising is utilized
to target a specific target audience.
- Affordable products to target consumers. The target demographic
is on the go and looking for a tasty sandwich that won’t burn a hole
in their pocket. Jersey Mike’s can offer exactly this.
- Product is not as affordable as some of its competitors, particularly Subway.
- A lot of room for growth in many regions (Higher the BDI in the
high CDI areas).
- Direct competitors like Subway, Quiznos, Jimmy John’s and their
advertisements
- Fast casual dining is becoming an increasingly popular food
choice among all consumers; there is a great potential to increase
Jersey Mike’s consumer base.
- Small market share. Jersey Mike’s tends to be overshadowed by
the giants of the industry such as Subway because they are much
more well-known and marketed
- Trends in the market are eating “healthy” and “fresh,” so Jersey
Mike’s can appeal to target by focusing marketing on their brand
strength (how ‘fresh’ the food is).
- Arguably cheaper and more convenient fast food options (like
McDonalds or Burger King) present options that Jersey Mike’s
doesn’t currently offer: dollar menus or drive-thru windows.
10
Situation Recommedaions
Based on our research findings, we believe it’s important for Jersey
Mike’s to focus on the following things:
products by utilizing numerous media vehicles like television and outdoor advertisements.
IMC Target
1. Create higher awareness of the brand by advertising on popular mediums like television and radio.
Our desired target is males and females ages 18-34 and lead busy lives
with school, college, or work. They’re looking for an affordable dining
option that aligns with their lifestyle and interests in fresh/great quality
meals.
2. Focus advertising efforts on the primary perceived strength of the
brand: it’s “fresh.”
3. Differentiate Jersey Mike’s unique qualities and position from its
competitors
IMC Budget
The budget for our 2015 campaign will be around $4,500,000 based on
the 2013 budget of $3,462,800. This increase accounts for a significant
addition of advertising on different mediums and promotions, with an
overall goal of spreading and raising awareness.
IMC Strategy
IMC Objective
Brand Positioning
- To increase brand awareness by 25% among target consumers aged
18-34
- To increase trial among non-users by 2%
- To increase market share by 2%-3%
- Continue to strengthen consumer’s perception that brand is ‘fresh’
- Create effective advertisements that promote Jersey Mike’s brand and
To males and females ages 18-34 that lead exceptionally busy lives,
Jersey Mike’s is the fast casual dining brand that offers affordable meals
coupled with fresh and quality products.
11
Rollout plan
12
IMC Mix
Overview
Strategy:
This will serve as an introductory phase to the campaign in order to get
word circulating about Jersey Mike’s. Social Media hashtags and sponsored posts will be utilized to put Jersey Mike’s in front of the consumer
like never before and create a buzz around communities leading into
the heaviest advertising months. Also, the consumer market is one
that is very present on social media so websites such as Twitter and
Facebook will be useful gateways to creating overall brand awareness.
Additionally, circulating Jersey Mike’s flyers throughout towns will help
to get the word out about upcoming promotions and deals that can be
found in local Jersey Mike’s stores for relatively no cost.
Based on our research and positioning statement, Jersey Mike’s will
raise more awareness through offering fresh and high quality meals to
target consumers ages 18-34. The following communication vehicles
and strategies will not only help to build strong brand loyalty among
existing consumers to best fit in with their fast-paced lifestyles, but will
also spread the word and draw attention from potential new customers.
We will convey that Jersey Mike’s will be the best fast casual choice for
getting both fresh and healthy meals on the go.
Social Media/”Free Advertising”
Rationale:
After conducting research, our team found that those who actually
know about Jersey Mike’s seem to really enjoy it. We didn’t find that
individuals particularly disliked Jersey Mike’s but some simply didn’t
know about it. A first step to our solution is to get people talking about
Jersey Mike’s and familiarizing them with it. Social media is the perfect
vehicle to circulate news and information about the brand to familiarize consumers with it. This initial phase of the campaign serves as a
beneficial set up to our heavy advertising months.
Phase of roll out:
Get in line
Time frame:
March-May
Objectives:
Create awareness about Jersey Mike’s so that consumers realize that it
is a fast casual option in their area. Getting the name out to as many
people as possible is the main focal point.
13
Sales Promotions
Promotional Events
Phase of roll out:
Add the meat
Phase of roll out:
Slicing the Bread
Time frame:
September-December
Time frame:
June-August
Objectives:
Maintain consumer interest that’s
been established with the first
two phases of our rollout plan.
Objectives:
By hosting a charitable, coast-to-coast volleyball tournament in major
coastal areas across the nation including, but not limited to the Pacific, Atlantic and Great Lakes, we seek to raise awareness of the Jersey
Mike’s brand and reinforce its “give back” attitude to business by giving
the proceeds to charity and reinforcing the brand’s fresh qualities by
promoting a healthier lifestyle; fresh is healthy and tasty.
Strategy:
Feature a “buy one get one” sub special to encourage customers to keep
buying Jersey Mike’s subs. Jersey Mike’s day will be on September 20th
and customers with a loyalty card get a free 6” sub of their choice.
Rationale:
Because our heaviest advertising and efforts on gaining consumer
interest are in the first two phases of our rollout plan, we need a way
to keep them coming back to Jersey Mike’s. Customers will have more
incentive to become ‘loyal customers’ with a rewards card that allows
them a free 6” sub on Jersey Mike’s day.
Strategy:
The volleyball tournament will have a flat entry fee of $15.00. Jersey
Mike’s will be the brand sponsor and be present to fuel the athletes
who participate. All proceeds will be donated to the charity of choice as
determined through an online poll made accessible through Facebook.
This invites communities to come together and choose a cause they
support. Through this social interactivity Jersey Mike’s will give back in
a way that matters to the residents of each community. The poll will be
categorized on a regional basis to help create a diversity of charities and
causes Jersey Mike’s can help support.
14
This promotion will run during the summer time, either June or July
in coastal cities as well as areas near the Great Lakes and other inland
communities contingent on user-participation. Inland cities will have
manmade venues to compensate for the lack of a natural beach. Food
and beverages will be provided by Jersey Mike’s. Each participant will
receive a voucher upon entry that qualifies them for a half-priced Jersey Mike’s sub and drink. Any additional food without the voucher is
regularly priced for both spectators of the event and athletes alike.
Fresh ingredients can help maintain a healthy, athletic body and help
influence an overall healthy lifestyle. Not only that, but fresh ingredients provide the necessary fuel that your body needs to stay active and
keep on playing.
Winning teams in each respective event will receive an all-expense
paid trip to Point Pleasant, NJ where a final tournament will be held to
determine the winner. Each participant of the winning team will win a
variety of goods including t-shirts, hats, etc and $50 gift cards to Jersey
Mike’s. Jersey Mike’s will also name a new sandwich after the winning
team. The promotion name and copy are pending.
Rationale:
Jersey Mike’s has and will remain a charitable, community-driven
brand. Taking everything into consideration, we believe this will help
reinforce the brand as a caring company that takes care of the consumers that take care of them.
In addition, we have developed a specific focus on the fresh ingredients
used on every Jersey Mike’s sub. In honor of the summer season we
want to promote a healthy lifestyle with the volleyball tournament.
15
Creative Strategy
Advertising objectives
Support
Raise awareness and spread word for Jersey Mike’s in order to strengthen the brand image and stimulate consumer usage. Create emotional
connections with the targeted market through advertising on different
media vehicles. Establish Jersey Mike’s brand image as fresh, modern
and high quality.
Jersey Mike’s produces fresh products each day in store, and uses on
top notch brands. Sandwiches and their ingredients are properly stored,
sliced, and then assembled on the counter in front of the customer.
Key Benefits
Tone
- Communicate the overall quality of Jersey Mike’s products which
includes fresh bread and ingredients.
- Communicate the superior experiences to be had by consumers that
are influenced by interactions with staff, products, and the overall environment.
The tone of our advertisements will be fun, modern, and bold to attract
and appeal to consumers.
Our Slogan
Fresh. It’s a “shore” thing.
16
Creative Executions: Print Advertisements
Memories will last longer than
any ingredient. Preserve that.
Sometimes “close enough”
doesn’t make the cut.
Preservatives really bite. Jersey Mike’s takes a different approach to
freshness. All of our meat is delicious, wholesome and sliced to order
just for you without all that unwanted junk. That’s something worth
remembering.
Not all subs are created equal. Jersey Mike’s takes pride in serving up
truly fresh ingredients and keeping your experience real. Send that
artificial stuff packing.
Fresh. It’s a shore thing.
Fresh. It’s a shore thing.
17
Creative Executions: Radio Scripts
Jersey Mike’s Radio Script
Engineering a
better sub, by hand.
30seconds Radio
Jersey Mike’s
Sandwich Tech Support
All others pail in comparison. At Jersey Mike’s, the only
engineering going on is real, delicious subs using
ingredients prepared by human hands, not machines.
Be the king of your castle.
[:01] SFX:
PHONE RINGS
[:02] Generic Sub Hotline: Thank you for calling the Generic Sub
hotline.
[:01] Customer:
Hi, I want to order… [interrupted]
[:02] Generic Sub Hotline: For a 6 inch press “1”, for a 12 inch press
“2”
[:01] Customer:
Seriously?
[:01] SFX:
BEEP
[:05] Generic Sub Hotline: You have selected “1” for 6 inch, is this
correct? Press “1” for yes, “2”for no,
“3” if you’re still thinking.
[:01] SFX:
BEEP
[:02] Generic Sub Hotline: We did not recognize your entry, please
start over and try again.
[:02] SFX:
MULTIPLE BEEPS
[:03] Generic Sub Hotline: I’m sorry. We cannot complete your order
at this time. Good bye.
[:02] SFX:
[:07] Jersey Mike:
Fresh. It’s a shore thing.
[:02] Jersey Mike:
18
BUSY SIGNAL
Don’t let robots make your food.
At Jersey Mike’s we provide exceptional,
personable service. We’re geared for
providing the best food and best
experience possible.
Jersey Mike’s. Fresh. It’s a shore thing.
Creative Executions: Billboard
19
Media Plan
Target
Objective:
We plan to reach males and females ages 18-34 that lead exceptionally
busy lives looking for an affordable and casual dining option. The primary customer is an individual that is always on the go and looking for
a fresh quality meal.
We want to:
- Create awareness of the Jersey Mike’s brand to both users and
non-users in our target audience
- Communicate a strong message that Jersey Mike’s utilizes real fresh
ingredients- Dismantle the competition’s idea of “fresh” and “quality”
fast-casual food
- Increase market share by 2%-3%
- Help justify a higher priced product compared to the competition
- Reinforce Jersey Mike’s as a community-centered brand that cares
about its neighbors
Strategy:
Our strategy for our Jersey Mike’s IMC campaign is to expose our demographic to the benefits that our client provides. Considering the current lack of advertising, we are seeking to reach a large amount of both
users and non-users and drive home the fact that Jersey Mike’s is the
pioneer in the fast-casual market that utilizes real fresh ingredients that
differentiates them from the competition. Competitors including but
not limited to: Subway and Quiznos both use prepackaged, processed
and preserved ingredients. Subway is a primary offender at misleading
the public with their current positioning and we want to help dismantle
Subway’s ideas of what “eat fresh” really means. Other competitors are
guilty of this as well and it is our objective to communicate our message to our demographic that Jersey Mike’s really is fresh, and it’s the
option you can feel good about.
Our team’s strategy to reach our objective includes a full IMC campaign including both traditional and nontraditional forms of advertising including four print advertisements, a television spot, radio spot,
and outdoor advertisements. In addition we are utilizing guerrilla
promotions in the form of our coast-to-coast volleyball tournament for
charity known as “Volley for a cause”. Our advertisements focus on creating visual metaphors to illustrate the artificial state of the fast-casual
side of the food industry. This will help reinforce what Jersey Mike’s
brand represents: fresh, made to order, healthy ingredients make the
better sub sandwich.
20
Reach and Frequency
Objective:
Our objective is to achieve a reach of 70 during the initial launch of
the campaign and in the months of heavier advertising which include
June, July and August. Over the life of the campaign, reach will range
from 55-65. The minimum effective frequency will be 2.5 which is
established through the Ostrow Model (see in Appendix). The Gross
Rating Point goal will obtain a 196 GRP at launch and pulse in a range
of 137.5-175.5 GRPs after launch.
Reach
80
70
60
50
40
30
20
10
0
Strategy:
We will utilize a strategy that combines pulsing and flighting. Heavier
months of advertising will occur in June, July and August with goals of
70 reach and 2.8 frequency. The campaign will launch in March, with
slightly lower reach and frequency goals, which are 65 and 2.7. The goal
of 65 for reach will remain the same in April, but frequency will be a
bit lower at 2.6. Lighter advertising will occur in September, October,
December and February. Toward the end of the year we will begin
phasing out the campaign, so our reach and frequency goals will be 55
and 2.5. No advertising will occur in May, November and January.
Scheduling and Timing Objective:
Objective:
The 2014-2015 campaign will consist of many ads throughout many
different platforms which are dispersed strategically through the calendar year. We are utilizing a pulsing schedule to make sure that our campaign will flow smoothly throughout the year to create the maximum
amount of awareness while avoiding certain months to save money
and be more efficient. A critical objective for the overall campaign is to
maintain a high reach and frequency throughout the summer months
and maintaining consistency throughout months of lighter use.
In order to obtain our target reach and frequency, we will use different
media vehicles to reach the audiences as many as we could. We will
more focus on purchasing national radio and tv spots to increase the
reach and frequency during the heavier months.
21
Strategy:
Jersey Mike’s has a culture that associates with the many aspects of
summer and a “beach bum” lifestyle. We took this into consideration
and made sure to focus the bulk of our advertising efforts throughout
June, July, and August. With this being said, quarters one and four will
be lighter quarters of advertising and will utilize Radio and Social Media. Social Media will provide a cost efficient way of creating awareness
during these lighter months. For quarters two and three, TV and Radio
will contain the majority of the ads to ensure that our campaign is being presented to the consumer as frequently as possible. Additionally,
the outdoor volleyball tournament sponsored by Jersey Mike’s will take
place during the third quarter to allow consumers to interact directly
with Jersey Mike’s. This schedule will strengthen brand equity which is
an overall imperative goal of this campaign.
Objective:
The target market is nationwide without an emphasis on spot marketing.
Strategy:
The campaign will be executed nationally by placing ads primarily on
radio and television, newspapers, and outdoor. We will advertise to all
major markets and networks throughout the U.S. in hopes of reaching as many people as possible. We will not be advertising in any spot
markets due to the lack of information on successful spot markets for
this type of product. At the end of the year, we will reevaluate the campaign’s success in all major markets to determine which had the most
success and can be viable spot markets for future campaigning.
Budget
The campaign will officially start in February and progressively grow
leading to the heaviest months of advertising in the summer (June, July,
and August). In September, the campaign will slightly fade into lighter
advertising all the way through the end of the year. The only exception to this steady decline is the month of November which will not be
included in the campaign so that capital may be freed up for use in the
heaviest months. Also, the months of January and May will be excluded
from the campaign creating periodic breaks in advertising efforts.
Objectives:
Achieve our reach and frequency goals within our budget of $4,500,000
. This total is based on last year’s budget of around $3.4 million for advertising and has been increased significantly to account for an entire
national campaign versus a few spot advertisements.
Strategy:
The $4,500,000 budget will be spread across our entire campaign,
encompassing all aspects of advertising and spending aside from
Geography
22
promotions. Around $500,000 will be allocated to promotions and will
not come from our budget. All media will be :15 second or :30 second
ads, whichever is the lower cost option in each media category. By
doing this, we aim to stretch the budget. We will likely avoid some of
the more costly outlets like sports network television and prime time
television, but if budget permits may have a couple of ads on these media outlets. Most ads will be run in the morning and during the day to
appeal to our busy target’s lifestyle around lunchtime.
a broad demographic of people. USA, AMC, and the other mediums
were selected as networks on cable because they feature popular shows,
series, or events that appeal to our target demographic. For instance,
AMC has numerous popular series like The Walking Dead and Breaking Bad, and ESPN features sporting events which are widely popular
among all consumers, while abcfamily reaches out to an even broader
group of families.
Estimated Cost: $1,850,000
Media Selection
Traditional
Television:
Television usage will be significant among our target. A large amount
of budget will be allocated on television because of its high reach. To
better connect with our target market, the ads will be placed on the
network station ABC, and on various cable stations including USA,
AMC, FX, Comedy Central, ESPN, and abcfamily.
Rationale:
ABC was selected as the single network station to advertise on because
network TV is a costly medium and ABC utilizes a family feel to reach
23
Radio:
Magazine:
Due to our target audience including college students and young
working adults, they spend much time commuting to school or work.
Because they are creative, busy-scheduled individuals, radio will be an
important part of their daily routines. We will choose radio stations
like Sirius XM, and local radio stations in various markets.
Magazines are still a prominent form of information communication
among American adults. Magazines could create a large and loyal consumer audience. For magazine vehicles, we have chosen:
Targeting Women:
Cosmopolitan
Glamour
Vogue
Rationale: Radio advertising is an everywhere medium. It could build a
close contact with our target market. The advertising on local radio stations is not very expensive but very effective with high reach. It could
offer a variety of promotional activities that support our advertising to
spread widely.
Estimated Cost: $2,176,000
Targeting Men:
Esquire
GQ
Sports Illustrated
Estimated Cost:
$422,700
24
Campaign Assessment
Non-Traditional
Method#1
Message Assessment
Social Media:
Objectives:
To evaluate and establish exactly what consumer’s initial perceptions
are of the Jersey Mike’s brand.
Social Media will be used greatly to boost our campaign’s reach. Mediums such as Facebook, YouTube, Twitter, and Instagram will be utilized.
Strategy:
We will randomly select people for a focus group in which methods
like word association and in-depth interviews will be used to analyze
Jersey Mike’s position according to a vast group of people. By conducting a focus group, we’ll gain valuable insight into the mind of the
consumer about Jersey Mike’s, and can therefore include these insights
in the development of the campaign.
Rationale: These mediums are free and appeal to our target market
directly. Consumers aged 18-34 are constantly generating buzz about
brands and products via these vehicles, so we hope that by starting a
campaign and using them, word of mouth will be spread by our loyal
and new consumers.
Estimated Cost: Free
Rationale:
Evaluating the idea of Jersey Mike’s to the consumer before our campaign begins will allow us to see what the perceptions are of the brand.
This will help us determine where our campaign is headed and what
may need to be changed.
Time:
Message assessment will occur before the campaign begins.
25
Method#2
Method#3
Awareness Assessment
Brand Performance Assessment
Objectives:
To evaluate consumers’ awareness and knowledge of the Jersey Mike’s
brand as a result of the campaign.
Objectives:
To monitor the pattern of sales throughout our campaign and determine if it’s having positive, negative, or no effects.
Strategy:
We will look at posts on social media such as Facebook or Twitter to
have an idea of how many consumers might be loyal or new and to
further understand where Jersey Mike’s falls in the consumer’s mind.
This will be continuously evaluated throughout the duration of our
campaign to determine if the consumer’s viewpoints are changing as a
result of the campaign.
Strategy:
Prior to the start of the campaign, we will choose ten stores to represent
both population dense areas and smaller communities to see each sales
condition of them. During and after the campaign, we will monitor the
sales to evaluate whether our campaign or other underlying factors are
influencing sales in different regions.
Rationale:
The sales are a direct and effective way to examine the brand performance.
Rationale:
To obtain what consumers actually think about our brand and keep
collecting their feedback are useful ways to understand consumer
insights and maintain a solid relationship with them. This will also help
us understand the effects, if any, that our campaign is having on consumers.
Time:
Brand performance will be monitored before, during, and after the
campaign concludes.
Time:
Awareness assessment will be ongoing during the campaign.
26
Appendix
Simmons Data
27
Ostrow Model
28
Flow Chart
Jersey Mike’s
Fresh. It’s a “shore” thing,
30
Ad$pender
Jersey Mike’s
Jimmy John’s
Potbelly’s
31
Ad$pender
Quiznos
Arby’s
32
Subway
References
1) Jersey Mike’s Franchise Systems, Inc., (2014). History. Retrieved from http://www.jerseymikes.com/history.php
2) Darren Tristano (2013, January), Subway Eats Competition’s Lunch. Retrieved from http://darrentristano.com/2013/01/17/subway-eats-competitions-lunch/
3) Steve Raabe (2012, July), Denver-based Quiznos seeks recovery with new marketing strategy. Retrieved from http://www.denverpost.com/
ci_21025259/quiznos-recovery-new-marketing-strategy#ixzz2t4ySdf16
4) Published on July 8, 2013, ‘Meet America’s 25 biggest advertisers’. AdAge. Retrieved from 2013.http://adage.com/article/news/meet-america-s-25-biggest-advertisers/242969/?qwr=FullSite
5) QIP Holder, LLC. (2014). Who We Are. Retrieved from http://www.quiznos.com/About/Who-We-Are.aspx
6) Doctor’s Associates Inc., About Us. Retrieved from http://www.subway.com/subwayroot/About_Us/default.aspx.
7) Jimmy John’s Franchise, LLC., (2014). Company . Retrieved from https://www.jimmyjohns.com/company/
8) Arby’s IP Holder Trust., (2014). About Arby’s, Retrieved from http://arbys.com/about-us
9) David Phelps (Jan 21, 2014), Arby’s turns to Fallon to revitalize its brand, Retrieved from http://www.startribune.com/business/241318251.html
10) POTBELLY CORP (PBPB) IPO, NASDAQ.com. Retrieved from http://www.nasdaq.com/markets/ipos/company/potbelly-corp-381367-73366
11) Hoover’s
33