WINGS DON’T STOP TEAM MEMBER ARMANDO AGUIRRE

TEAM MEMBER MEGAN LEE

TEAM MEMBER LAURA SHEPARD

TEAM MEMBER CHRIS VANDERSALL LET’S BEGIN, SHALL WE? TABLE OF CONTENTS

PROBLEM STATING PAGE 6 EXECUTIVE SUMMARY 7 Target Market 8 Media 8 Strategy 8 RESEARCH DATA AND FINDINGS 9 Primary 10 Secondary 10 TARGET MARKET 11 On the Goer 12 The Entertainer 12 SITUATION ANALYSIS 13 Company History 14 Current Users 14 Financial Health 14 SWOT 15 Competitive Analysis 16 OBJECTIVES 17 Marketing 18 Advertising 18 CREATIVE 19 Outdoor 20 Radio 21 Billboard 22 4 TABLE OF CONTENTS

iPhone Application 23 Social Media 24 MEDIA PLAN 25 Objective 27 Media Vehicles 27 Who 27 When 27 Budget 28 Budget Allocation 29 Media Calendar 30 CAMPAIGN EVALUATION 30 APPENDIX 32 Research 33 Extra information 34

5 PROBLEM: CONCEPT CONFUSION EXECUTIVE SUMMARY

TARGET MARKET

STRATEGY

MEDIA EXECUTIVE SUMMARY

TO BEGIN STRATEGY

The Wings Don’t Stop have set out to Although it may seem that our eliminate any confusion regarding strategy neglects a percentage of the overall concept of WingStop messages the brand is giving in its of the messages in our marketing. current advertising (scenes depicting heavy dine-in business) versus the to consistently represent the brand reality of its business (take-out and convenience-driven business). - TARGET MARKET by a different brand partners. Through the use of both primary MEDIA The media used in our advertising CONVENIENCE AND the opportunity to gain trial and QUALITY build repeat business in the process. - There is no set age-range for either reach these consumers. Our goals only Both segmants share similar have slightly different lifestyles that both demand fresh take-out food. the potential to move into a national space exists. We plan to track our progress by creating a database comparing statistics over time. 8 NOW LET’S GET TO THE MEAT OF IT ALL

9 SECONDARY RESEARCH

RESEARCH

OBJECTIVES

PRIMARY RESEARCH RESEARCH

RESEARCH OBJECTIVES these is because they are craving the food. Discover the motivating factors behind consumers’ decisions The vast majority of people made the decision to go to Wingstop less than an hour Collect data on the overall before getting the food. THROUGH OUR Wingstop in the Dallas area. The customers that are loyal crave RESEARCH, WE HAVE it and could eat it every day. DETERMINED TWO Gather information relevant to help specify the target markets Our Strategy of promoting conve- THINGS: and their attributes. nience and quality is supported Discover the dining habits of looking for a fast option for a 1. WINGSTOP consumers in our target market. WOULD BE BETTER SECONDARY RESEARCH POSITIONED PRIMARY RESEARCH - AS A TAKE!OUT ducted through the use of various ESTABLISHMENT and an anonymous survey. We 2. THERE IS CONCEPT and surveyed 50 participants. such as FastCasual.com. CONFUSION AMONG In terms of the fast casual This information gave us an CUSTOMERS out rather than to dine-in. Many people are talking about restaurants as competition.

The reason most people choose 11 ENTERTAINERS

TARGET MARKET

ON THE GOERS TARGET MARKET

We based our decision on the not stuck back in the ‘90’s either. target market segments on the MUSIC MUSIC of convenience and quality. Each upbeat music. Anything from Lady don’t have time to be searching for - the next best thing. They also love ences and reasons for turning to radio on. that everyone is a fan of.

SOCIAL SOCIAL ENTERTAINER The Entertainers are the social but- also spend a lot of time taking PERSONALITY people and are extroverts. care of their families. They are They are the motivated by taking care of life of the par- people and also taking care of ty. Whether ON!THE!GOER themselves in a timely manner. it’s planning PERSONALITY they are the busy and family organized oriented. They and on the top of the so- cial ladder. When it comes to pleas- the quality of it for their meals. They if the quality is up to par. They need - venient for their market. to feed themselves and their families.

STYLE STYLE the next big thing. When it comes to 13 SITUATION ANALYSIS

CURRENT USERS COMPANY HISTORY SWOT

FINANCIAL HEALTH

COMPETITION ANALYSIS SITUATION ANALYSIS

COMPANY HISTORY Wingstop opened its doors to the 2011 and their industry - approach to develop his business into a national franchise by 1997. CURRENT USERS Their simplistic menu consists of 10 MALE: 35!54 FEMALE: 30!45 including their famous .

Wingstop provides individual orders - 75% of Wingstop’s business is car- - tional spokesperson is Troy Aikman. Wingstop is positioned as a simple FINANCIAL HEALTH carry-out and catering sports events. The company is adamant that t 75% OF SALES ARE CARRY OUT t 600+ STORES IN OPERATION OR fast casual. Everything is made to DEVELOPMENT order from quality ingredients. t TX & CA HAVE BEST PERFORMANCE They have been recognized several t GROWTH POTENTIAL IN NORTHEAST, times over the years for their quality SOUTHEAST AND MIDWEST service and franchising ventures. SITUATION ANALYSIS

S READY IN 14 CONCEPT CONFUSION W MINUTES NO DELIVERY MADE TO ORDER PURCHASE WITHIN 5 RAPIDLY GROWING MILE RADIUS

FAST CASUAL IS OTHERS OFFER POPULAR DELIVERY

PURCHASE ON A FAST!FOOD WITH WHIM FASTER PREP TIME

CHANCE TO FOCUS ON COMPETITORS FOCUS O CARRY OUT ON DINE IN T COMPETITION ANALYSIS SITUATION ANALYSIS

PIZZA HUT BUFFALO DOMINOES WILD WINGS

PRICE $ $$ $ $ $

MEDIA Heavy Light Heavy Heavy Heavy

FOOD High Mid-Range Mid-Range QUALITY

MENU Many Options Many Options Limited Customizable Many Options Options Options

Pizza rather Offers large Fast to-go than just food selec- Pizza. Fast to- POINT OF option. Feeds tion. Wings not go option. quality. DIFFERENCE many. quality. main dish. ADVERTISING

OBJECTIVES

MARKETING OBJECTIVES

MARKETING OBJECTIVE: TO PROMOTE THE QUALITY AND CONVENIENCE THAT WINGSTOP OFFERS ITS CUSTOMERS

ADVERTISING OBJECTIVE: TO ELIMINATE CONCEPT CONFUSION AND POSITION WINGSTOP AS THE PRIME TO!GO OPTION FOR WINGS AND CRAVINGS. CREATIVE

RADIO

OUTDOOR IPHONE APPLICATION

BILLBOARD

SOCIAL MEDIA CREATIVE

OUTDOOR CREATIVE

BILLBOARD throughout Dallas an reinforce the idea of Wingstop as a prime take -on the billboard itself. CREATIVE

Wingstop “Enjoy Where You Choose” Radio Spot (:30 Seconds) RADIO (Begin with ambient noises in background.) To the left is a sample radio script - Male V.O. (continuous) cepts of convenience and quality.

(Background noises fade to sounds of a sporting event.)

Male V.O. (cont’d)

(Sounds fade to those of a car parking, footsteps, and door opening, keys being set down.)

Male V.O. (cont’d)

- CREATIVE

IOS APPLICATION After careful evaluation of the for future improvement.

aspect that recognizes the user’s pin at the nearest Wingstop.

you can select the amount of time

option as it added much confusion. CREATIVE

SOCIAL MEDIA brand and also for eating at the restaurant.

Facebook - pons to randomly selected cus- are eating their Wingstop.

Twitter quality and convenience of - using incentives to bring them to Wingstop. MEDIA WHEN

BUDGET

OBJECTIVES WHO

BUDGET ALLOCATION MEDIA VEHICLES MEDIA

OBJECTIVES Billboards We also incorporated outdoor the quality and convenience of media into our campaign in the form their homes caters to this objective. of bulletin billboards. We plan for WHEN of Wingstop locations. Billboards Radio are advantageous because of the Monday-Friday 6AM-10AM 98% reach potential and the ability to use geographic targeting. Monday-Friday 10AM-3PM our media on a national scale. Non-Traditional Monday-Friday 3-7 PM An additional aspect of our campaign is the use of non tradi- - tional media in the form of sticker Our plan is to disperse the percent advertising. These kinds of ads are of our budget allocated to By using vehicles that are easily radio amongst these dayparts of mouth buzz about the brand. By placing these stickers in high spark increased impulse business. aspects of our campaign MEDIA VEHICLES The 6AM-10AM daypart is a Radio WHO impulse buyers as they are on the go. craving Wingstop for lunch. instead of targeting our campaign the same thing for dinner. to get take out less than an hour before picking it up. By purchasing Data from the Thumbnail Media - and get them craving Wingstop. those users that are busy and out and about. Our goal is to reach the audiences that are most likely 27 MEDIA

Outdoor three to facilitate equal dis- $69,000 total allocation for Radio persion of our three creative in the DFW area for the month of renderings for the billboard. January and May-August. There Outdoor Non Traditional The Thumbnail Media Guide lists in January because of the Super 2011 estimates for one bulletin the months of September through January. We felt that this is the best purchase large catering orders for time to schedule the installations the day of the game and to remind as it is during football season. game-day meal Wingstop is. - lations of sticker ads in different areas September - December placement of the stickers is relevant months of May through August. $25,200 total allocation for Billboard Non Traditional outdoor media from September $225 per 5ft square unit x 4 for 20 through December and February total square ft. equals $900 for one through April. During these months not hosting game-day parties. month (Media Life Magazine). September-January close to the Wingstop restaurants in BUDGET 3 different locations for the highest density areas in DFW We have designated the DFW these months $4500 per This decrease in spending is market as our sample local market for the campaign. Based $13,500 total allocation a large quantity of billboards for non traditional build around the Dallas market. iOS App not as conducive to generating Radio In addition to the traditional and non a high number of impressions traditional media included in our The billboard bulletins are three different dayparts year-round. the development and maintenance 28 purchased in multiples of of an updated Wingstop iOS app. MEDIA

$5,000 total allocation for iOS app

Social Media Promotions -

An example of one such promo- discount given to Facebook users RADIO: $69,000/ 57.5% BILLBOARD: $25,200/21% NON TRADITIONAL: $13,500/ 11.25%

$7,300 total allocation for SOCIAL MEDIA: $7,300/6.1% social media promotions IOS APP: $5,000/ 4.2% PERCENT BUDGET ALLOCATION

$120,000 total (12% of National Wingstop Budget)

29 MEDIA

MEDIA CALENDAR

Months May June July August September October November December January February March April Total Cost Radio $69,000 Outdoor $25,200 Non-Traditional $13,500 Social Media Promotions $7,300 Total $115,000

Usage Key Heavy Light Radio Outdoor Non-Traditional

30 CAMPAIGN EVALUATION CAMPAIGN EVALUATION

IN ORDER TO DETERMINE THE SUCCESS OF THE CAMPAIGN, WE WILL EVALU! ATE IT USING SEVERAL METHODS.

TRACKING DOWNLOADS OF THE APP CHECKING FACEBOOK AND TWITTER ACTIVITY TRACK SALES FROM THIS YEAR IN COMPARISON TO LAST YEAR APPENDIX APPENDIX

RESEARCH Media Industry Fast Casual - Insights for Innovative Restaurants | FastCasual.com. Media Life Magazine. Web. 05 - subscriber.hoovers.com.proxy. Wingstop-Feeding-America- - 5monday.html. Franchise Complete. Web. 19 Feb. 2012. com || Rap-Up.com. Web. 19 Mar. 2009. Web. 12 Feb. 2012. Company Franchise and Franchises for Sale on Complete. Web. 19 Feb. 2012. Franchise Works. Web. 19 Feb. 2012. Casual - Insights for Innovative Advertising Restaurants | FastCasual.com. Web. aikman spots. Nations Restaurant 34 APPENDIX

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