Com 474 Public Opinion
Project Step #4:
Survey Analysis and
Action Plan to change/modify/maintain public opinion
Name: Anne Gamab
Due: on or before Thursday
December 11 at 4 p.m.
Worth: 270 points
EVALUATION CRITERIA
Step #1: Introduction/Goals (25 points)
____/5
1.
Your introduction identifies your client and your target audience.
____/10
2.
Your introduction describes your client’s PR problem you are trying to solve
____/10
3. The introduction describes what your target audience’s current opinion is. It describes what
sources you used to come to this opinion.
Step #2: Survey Analysis (50 points)
____/10
1.
Your survey description indicates what you hoped to learn from it.
____/10
2.
Your survey analysis describes at least two to three bits of information revealed or confirmed by
your survey. (If you feel your results were skewed because you asked a room full of college
students to be something they aren’t indicate that and describe what you were hoping to learn
from the questions.
____/10
3. Your analysis includes at least two charts/graphs that help describe your findings. Your analysis
references the charts and describes what you learned from it. (Use percentages, etc.)
Step #3: The Message and Measurement (30 points)
____/10
1.
In one sentence you describe the message you want your target public to remember from your
campaign.
____/10
2.
In one or two paragraphs, you describe the process you went through to come up with the
message.
____/10
3. You indicate what you want your target public to think, do or say to indicate they’ve received your
message. You provide specific methods of measurement.
Step #4: Theory application (20 points)
1.
You selected at least one of the PR communication theories and clearly indicated how you plan to
use that theory as a “game strategy” to accomplishing your indicated goals.
Step #5: Identify an opinion leader or leaders (20 points)
____/10
1.
You selected an opinion leader and explained why he/she would be an effective opinion leader for
your target public(s).
____/10
2.
Your paper describes how you believe your opinion leader will be able to reach and influence your
target public(s).
Step #6: Campaign Plan (70 points)
____/10
1.
Your paper describes your overall campaign. It describes major events and provides a timeline.
____/10
2.
You campaign indicates how it will get your publics to understand the message enough to be
measured.
____/50
3. You choose at least five different PR tactics. For each one you provide your rationale for choosing
that tactic and indicate what you hope to accomplish.
Step #7: PR Tactic: News Release, pitch or other agreed upon PR tactic (20 points)
____/10
1.
The PR tactic is well written. It follows AP Style guidelines.
____/10
2.
The PR tactic is persuasive. It indicates the writer understands the recipient’s needs.
Step #8: Application (10 points)
____/10
1.
Your paper describes what tools, ideas and/or concepts you experienced in this class and how you
might use them in your future career.
Step #9: Turn in assignment correctly. (25 points)
____/15
1.
Your assignment is turned in on time. You’ve indicated you’ve checked the checklist and all steps are
included. It includes this grading sheet on the front. THIS IS AN ALL OR NOTHING SCORE.
____/10
2.
Your assignment follows AP Style guidelines
____/270
TOTAL SCORE
____/250
POSTED SCORE
Gamab 2
Introduction and Goals
I have chosen to do my survey for the fast food chain, Burger King. BK was founded
in the city of Jacksonville, Fla., in 1954 and has now become the second largest burger chain
company in the world. It was first called “Insta-Burger King,” before it became what it is
today.
Just recently, Burger King replaced their popular slogan, “Have It Your Way,” with a
more personal, “Be Your Way.” BK used the “Have It Your Way” slogan for 40 years. They
also stopped using their motto, “Taste is King.” The BK Executives believe that the new
slogan not only applies to the functional/customer service side but also to the emotional
connection with their customers. (The Associated Press, 2014)
Since the establishment of the new slogan, BK has received mixed reactions from
critics, bloggers, and regular people. Some say that the new grammatically incorrect slogan
is once again dumbing down the American people and there were some who completely
supports the new campaign.
BK released its “Proud Whopper,” to the San Francisco area back in June, and it has
received great response from the customers. This whopper is just like a regular wrapper
except it is wrapped with a rainbow wrapper saying, “We Are All The Same Inside.”
(Steinmentz, 2014)
“I can stand getting a philosophy lesson from Sinatra and Anka. And I’ve done it “My
Way” a lot over the years because that makes perfect sense,” said John Crudele from the
New York Post. Crudele also stated that he does not understand the purpose of changing a
perfectly good tagline.
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“We really want to be more than burgers, fries and shakes,” said Fernando Machado,
Senior Vice President of Global Brand on an interview with Time magazine. (Crudele, 2014)
I believe that my client for this specific project is Burger King itself. The main
purpose of acquiring data is to calculate the people’s response, how it has affected BK’s
numbers in terms of items sold, and the projection of the company’s brand with the help of
the new slogan.
I can highlight this project to future employers because this project will show how
the public sees Burger King. I will be implementing a research study that will be one of
basis of the important decisions BK will be making in terms of their reputation and image.
Survey Analysis
I started the survey by saying thank you to the survey taker for participating in the
survey. I also gave a short description stating the purpose of the survey and why the survey
taker was chosen to participate.
I embedded data from the class-spread sheet. I started of by how often the survey
takers visit a fast food restaurant. This allows Burger King to gain more knowledge
regarding the lifestyle of this specific set of samples. The second question asked the survey
takers to check all the Fast Food Restaurants they have visited in the last six months. BK
will learn which other fast food chains should be on their radar and considered major
competitions. The next question asked the survey takers to pick their top three favorite fast
food chains of all the ones they picked from the previous question. Each survey taker is
required to pick three fast food chains, no more, no less. The data that will be gathered
from this question will show who they major players are in the fast food industry.
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One of the factors I wanted to gain data from is about the “Proud Whopper” burger
that was released in San Francisco this summer. I embedded a video of the campaign to
give an idea of what it is all about especially to the survey takers who has not heard of it.
Sadly, the video did not show but I still received useful data. Questions four through six
asked about this campaign. It asked the survey takers of their opinion of the “Proud
Whopper.” These questions were asked to find out the status of the campaign. BK will learn
about how well the campaign is doing and whether they should have the campaign
available in other BK locations besides San Francisco.
I placed an introductory page break to introduce the following questions and to let
the survey takers know what will be the content of the questions. I also embedded a picture
showing the old and new slogan
The last four questions asked specifically about the change in the slogan. I asked
how effective the old slogan was and the new slogan is. For question number nine, I asked
them to put themselves in the decision makers’ shoes and asked if it were up to them,
would they have replaced the old slogan. Though it may sound similar to Question 10, I
wanted the survey takers to actually think about the effects of changing the slogan if they
were one of the decision makers and not just which slogan they preferred more. I made
sure that each survey taker shared their reason as to why they picked either slogan.
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Figure 1
The results of the survey informed me of how my sample sees Burger King. The
second question was asked to get who Burger King’s major competitions are. Burger King
came in 9th place out of the 14 options I gave. I then asked the survey takers to pick their
top three favorite fast food restaurant and I learned that BK’s major competitions are
McDonald’s, Chipotle, Subway, Taco Bell, and Panda Express.
Figure 2
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Figure 2 shows the results for question 10, which asked the survey takers which
slogan they liked more. 18 takers said they preferred the old slogan, “Have It Your Way,”
more than the updated slogan, “Be Your Way.” I required them to give reasoning as to why
they chose one over the other. Below is a table showing my sample’s opinions.
"Have It Your Way."
Be your way doesn't flow
Not sure I just like this one better
It makes more sense and makes the
consumer feel powerful
I’m used to it
It is better
Be your way doesn't make sense
The Be Your Way slogan may not make
sense for patrons who are not aware of the
burger offered in San Francisco.
It's old, but it makes me think of Burger
King.
Traditional
Rolls off the tongue like a midget sliding
down a water slide front flipping into a giant
bowl of beer
Makes more sense
Makes more sense
Effectively gives company's position &
image it's trying to sell.
It's just how I recognized that it's a Burger
King ad.
It's classic and to the point.
Sounds better
Sounds better and makes more sense
It sounds more focused on food.
"Be Your Way."
I like how it caters to the individual
Just sounds better
Especially for this product, and if it reflects a
move towards more charitable giving and
cause marketing in BKs corporate attitude.
It’s powerful
It sound encouraging
Figure 3
I had expected some of the opinions the other survey takers had mentioned above. I
assumed I was going to receive results like, “I’m used to it,” and “It’s classic and to the
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point.” The five survey takers who picked “Be Your Way,” had some really interesting
comments. They thought that the new slogan was more powerful and encouraging which is
exactly what Burger King was aiming for. One of the five thought that it sounded better
than the old slogan.
The results of the survey showed 78 percent of my sample still liked the old slogan.
It is a classic and it immediately reminds them of Burger King. Nevertheless, Burger King
wants their loyal customers and their target audience to see the message they are trying to
convey. They want to remind people, they can and should live their lives however way they
want to anytime. They want to remind people of the importance of self-expression and how
each of our uniqueness makes us special. The 22 percent liked the feel of the new slogan.
One of them mentioned how they liked how the new slogan catered to the individual.
Message and Measurement
I want Burger King’s target audience to recognize the new slogan and appreciate it.
Burger King’s main goal in changing the slogan is to connect with their loyal
customers and their target audience in a manner they were never able to do with the old
slogan. Burger King wants to remind everyone that we are all the same and we can be who
we want to be, wherever and whenever we may be.
We want to engage with our target audience. We want to know how they feel by
being active on social media. We will keep track of the number of times #BurgerKing,
#BeYourWay, #ProudWhopper are mentioned on all the media platforms Burger King
participates. Any Google searches and social media mentions will be recorded to know
what people think of Burger King.
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Gamab 8
Theory Application
During the course of this class, we learned about five different theories; Cultivation
Theory, Hypodermic Needle Theory, Spiral of Silence Theory, Multi-flow Theory, and the
Uses and Gratification Approach. Out of the five stated theories, I believe that Burger King
can benefit in using the Hypodermic Needle Theory.
The Hypodermic Needle Theory states that mass media have a direct and immediate
effect toward its audiences. Since the release of the “Proud Whopper” campaign video five
months ago, the video has reached a total of 5,324,236 views and 23,320 thumbs up on
YouTube. The video showed clips of people ordering and trying the “Proud Whopper.”
Customers were curious as to what changed in the new burger. They tried the burger and a
few of the customers said that it tastes different. One even said, “It tastes sweeter.”
The truth about the burger is that it is exactly the same as a regular whopper. It was
just packaged differently. The proud whopper is wrapped in a rainbow flag wrapper and
once you peel the wrapper off of the burger. The message inside the wrapper says, “We Are
All The Same Inside.”
YouTube has turned into a platform for viewers to discover new things and actually
have the chance to say how they feel about the comments. There were 23,320 people who
gave the video thumbs up and 3,656 thumbs down. Burger King created this video looking
for a specific response and they were successful in doing so.
People made their decisions soon after they finished watching. Some actually took
the time to express their feeling by simply clicking the up or down button and by
commenting on the video itself. There have already been 9,717 comments written about
the video.
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Gamab 9
If Burger King could release another viral video that can get attention like the first
one, we can increase people’s awareness of the new slogan. Connecting with a few of the
famous news aggregators such as BuzzFeed and Huffington Post can get us the media
coverage we need. The more people who can see the new video, the more quick responses
we can get from the target audience.
Opinion Leader
Neil Patrick Harris is an American actor, producer, director, magician, comedian,
and singer. Neil Patrick Harris has been in the entertainment business for more than 30
years. He has gained a huge following through the years from his popular characters such
as Dr. Doogie Howser from Doogie Howser, M.D. and as Barney Stinson from the recently
ended show, How I Met Your Mother. Harris has been outspoken on his opinion about the
importance of self-expression. I believe that Harris’ popularity and status can help Burger
King reach more people.
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Gamab 10
Campaign Plan
Figure 4
The campaign will consist of a series of events and PR tactics. Above, is a timeline
for a 6-month campaign that will begin January 2015.
I have chosen to use News Releases, Publicity Photos, Surveys, Event, and
Interviews as my PR Tactics to support my campaign. News Releases help specially inform
traditional media of any events and product launches. I have chosen to write a News
Release regarding the premiere of the “Proud Whopper” in Seattle, Wash. You will see the
work sample on Page 11. News Releases may be an old PR Tactic but it stays as one of the
most effective one in this field.
The next PR tactic is sending out publicity photos. These photos are sent out to
different publications with a possibility of getting published to a print ad. Publicity photos
may include a fact sheet, a news release, or other publicity material. Photographs sent must
be creative and will catch people’s attention.
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Gamab 11
Surveys have helped companies get information on what they have to focus on or
change to improve. Since we have already conducted a survey before the campaign, I
thought that conducting a post campaign survey would help Burger King even more. The
results of the post campaign survey can tell us whether the campaign was successful or not.
The “Proud Whopper” launch that will be happening May will be just one of the
many events Burger King will be hosting with the new slogan. Events provide a more
interactive approach of introducing a new products, etc., to the public.
Lastly, Interview opportunities with Burger King Executives like Heitor Goncalves,
EVP and Chief Information, Performance, and People Officer will be provided. Round table
interviews can also be posted on Burger King’s social media (Facebook, Twitter, YouTube,
etc.). We want to introduce the people behind the company.
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PR Tactic: News Release
News Release
Media Contact:
Burger King Corporation
Anne Gamab
(509) 241-4763
Burger King Premieres Its “Proud Whopper”
At Seattle Locations
Seattle, Wash. – This past summer, Burger King released the “Proud Whopper,” at one of its
San Francisco Branch. The “Proud Whopper” is part of Burger King’s campaign to increase
awareness of their newly updated slogan, “Be Your Way.”
Burger King is proud to launch the “Proud Whopper,” at its Seattle Locations. The launch is
at Burger King branch on 3301 S 4th Ave, Seattle, Wash., Friday, May 1, 2015.
Seattle Mayor, Ed Murray, will be speaking at the product launch along with Heitor
Goncalves, EVP and Chief Information, Performance, and People Officer for Burger King.
“We are excited to be one of the few cities to serve the “Proud Whopper” in support the
Burger King Corporation with their new slogan,” said Murray, “I appreciate what they are
trying to tell the public.”
Burger King changed their 4o-year old slogan, “Have It Your Way,” in the beginning of 2015
to “Be Your Way.” “It’s our differences that makes us individuals instead of robots,” said
Goncalves. Burger King wants people to not be afraid of expressing who they really are.
Since the premiere of the “Proud Whopper” this summer, Seattle is now one of the five
cities to start offering the product.
###
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Gamab 13
Application
This class has taught me how helpful a well-constructed survey can be in a campaign.
Keeping it short, simple, and straight to the point allows survey takers to complete the
survey quickly. The creator must know what the goal or purpose of the survey is. Knowing
what needs to be accomplished will greatly help the creation process.Survey creators need
to watch out for words that might make a survey sound bias toward the company.
I also learned the importance of giving the survey takers an “other” option or a
“prefer not to answer” option. Reviewing before launch the survey is extremely important.
It is important to have someone look over it first because it is possible that you could have
missed something. Make sure that the options you have provided covers all possible
answers.
Providing a balanced likert scale can five you better results and a more specific data
to support whatever the purpose of the survey was. Knowing your sample greatly helps the
number of responses and the results you will be getting. The time and day a survey is
released can change the outcome of the takers’ survey.
Consistency and simplicity is key in getting the needed data. I had problems with
making my scaled options parallel. Making sure that the positive side and the negative side
are always the same way (i.e. Most Important – 5/Least Important – 1, Strongly agree –
5/Strongly disagree – 1)
We also learned the benefits of providing an incentive to the survey takers. The
survey takers take a few minutes of their day to answer the question. Giving them
something to look forward to when they finish the survey will have them more inclined to
participate and finish the survey.
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PEER EVALUATION
Name: Anne Gamab
Course: COM 474
Team: Senioritis
Quarter: Fall

Assign scores to reflect how you feel the other members of your team
contributed to your learning and/or your team’s performance. This is your
opportunity to reward the members of your team who actually worked hard
on your behalf. If you give everyone pretty much the same score, you will be
hurting those who did the most and helping those who did the least.

The peer evaluation score will be determined by the average of the points a
person receives from other members of the team.
INSTRUCTIONS:
1. List the names of the other members of your team in the table below.
DO NOT INCLUDE YOUR OWN NAME.
2. To figure out how many points you have to assign, multiply the number of
names listed below times 10. Write that number in the shaded box in the
score column of the table.
3. YOU MUST ASSIGN AT LEAST ONE SCORE OF 11 OR HIGHER. THE
MAXIMUM HIGH SCORE IS 15. YOU MUST ASSIGN AT LEAST ONE SCORE
OF 9 OR LOWER. The scores must add up to the number of points possible.
4. In the space below briefly describe the reasons behind your highest and
lowest ratings. Your remarks will remain anonymous.
1.
2.
3.
4.
Team member’s names (Do NOT include your name.)
Dillon
Kyle
Cherilyn
Andrew
Total 40
(Should add up to the number of names times 10)
Score
10
10
9
11
Reason(s) for your highest rating(s):
Andrew Ulstad took initiative with the work. He participated the most during our
team meetings.
Reason(s) for your lowest rating(s):
Cherilyn Purcell did not participate as much. She missed too many school days.
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