Dalton Ford

&
Akin Abode
MCJ 146

Sonic Drive-in
Media Buy

MPS

Media Problem Statement

to build a media plan that helps sonic

drive in launch of 32 restaurants in 30
markets in the norther front.

Situation Analysis
The Company:

The Franchise Business:

Currently and standard drive-in restaurant with!

a collection of signature drinks and food. Sonic !
provides the customer with the unique experience !
of ordering through a pull up or box and having !
your food skated out your car. Customer loyalty is !
important to enhance Sonics drive-in culture.

Sonic currently has 3,117 franchise stores in!

operation and only455 company owned stores. !
Thats means roughly 87 percent of Sonic stores !
are franchise owned making them a vital part of !
Sonics continued growth. Current initial
franchise!
fee is $45,000.

The competition:
Sonic competes in the quick serve restaurant !
industry and is currently 6th in number of locations!
in the industry. The business is highly competitive !
in prices. All businesses from mom and pops to !
pizza pallors Sonic deems as competition.!

Restaurants
Expansion of Restaurants in New Markets:

Sonic Drive In is looking to open to open 30

stores over a span of 32 markets spread
throughout eight different states that make!
up the northern front.

Current Target:

Men and women primarily of

the working class between the
ages of 18-44 who live in the
southern half of the United
States.

Situation Analysis
Current Media Spending:

Sonics NotableMedia
Expenses !

INDEX
Southern Living Magazine
In Touch Weekly Magazine

Fit Pregnancy Magazine

NCAA Bowl Games BCTV

Competitions Media Spending:

Heavy Fast Food/Drive In

RestaurantsNotable
Media Expenses

INDEX*

My Wife and Kids BCTV

In Touch Weekly Magazine

American Idol Replay BCTV

PC Gamer Magazine
*Averages of popular heavy fast food drive-ins

Media Objectives
Target:

Men and women between the ages of 18 and 44 who live in what is referred
to as the Northern Front.

Geographic Area:

Reach/Frequency:

Timing:

To obtain a 3.0 frequency while minting an 85 reach over of the

course of the campaign

A six month campaign beginning on the first of April and stretching

to September 30th. Sonic has a huge selection of signature cold
drinks that are perfect for the summer time months. The idea is to
launch two months before summer to hit summer in full stride.

Media Mix:

All types of media will be used. As far as social media there will
strongly use Instagram and Facebook and Twitter. These are the most
prominent and import social media bodies. Along with social media we
will purchase national television adds, magazine adds, internet adds,
and radio adds.

Promotion:

Various promotional tactics will be involved to lure new customers to

our locations and keep our regulars. Two tiers will be created to better
fit each individual markets needs.

Budget:

The campaign will have a 28 million dollar budget.

Media Strategy & Tactics

Media Target !
Composition:

Men and women between the ages of 18-44 will be targeted. A particular
emphasis will be put on markets with military bases or operations stationed
there. Sonic has an extremely high index (192) with military personal, with
that being said we want to show them our gratitude to continue to keep them
not only coming back and away from the competition but also having an
enjoyable experience every single time. Specific promotions will be created to
achieve this and will be described later on. Also at Sonic we want to create a
great family environment where the whole family can go grab a bite after a
family function. Parents already obtain a decent index at 118. By creating the
family environment not only will parents bring themselves but they will bring
their children as well. Family values meals will be added as a promotional
tactic. Last but not least we want to target those who work desk jobs in sales
and related occupations. We are getting beat by our competition here and
plan to offer a value menu and FUN FRIDAY deal to draw in these types of
customers.

Markets Selected:

Two Tiers have been created to better address each market. Markets with a
total population of 500,000 or more will be a tier one. Markets with a total
population less than 500,000 will fall into tier two.

Tier 1

Tier 2

$20.5 million (1.2 million each market)

DMA
505
819
613
820
617
563
513
658
881
669
725
810
551
724
801
540
702

DMA Name
Total Pop
Detroit, MI4,893,601
Seattle-Tacoma, WA..4,837,567
Minneapolis-St. Paul, MN.4,558,714
Portland, OR...3,173,529
Milwaukee, WI....2,305,338
Grand Rapids et al, MI..1,982,427
Flint-Saginaw et al, MI..1,153,228
Green Bay-Appleton, W1,123,817
Spokane, WA...1,118,794
Madison, WI..956,823
Sioux Falls et al, SD...672,473
Yakima et al, WA.....666,907
Lansing, MI...653,632
Fargo-Valley City, ND..604,084
Eugene, OR..603,028
Traverse City et al, MI.601,551
La Crosse-Eau Claire, WI..556,456

$7.5 Million (500k each market)

DMA
705
813
676
687
762
756
764
553
754
755
821
737
766
583
798

DMA Name
Total Pop
Wausau-Rhinelander, WI.458,026
Medford et al, OR.427,312
Duluth-Superior, MN-WI419,928
Minot et al, ND..352,636
Missoula, MT292,077
Billings, MT276,007
Rapid City, SD..249,774
Marquette, MI213,938
Butte-Bozeman, MT.171,561
Great Falls, MT.169,883
Bend, OR169,187
Mankato, MN.132,125
Helena, MT.68,583
Alpine, MI..39,651
Glendive, MT..9,739

Media Strategy & Tactics

Media Mix!
&!
Rationale:

Tier 1!
(monthly expenses per market)

$10,000.00
$10,000.00
$30,000.00
$90,000.00

$45,000.00

TV
Social Media
Gorrilla Marketing

With a monthly budget of roughly $185,000

we decided to heavily advertise on spot
television, including cable T.V. We chose to
also heavily advertise on the radio
especially during evening hours to reach our
commuters and late night hours to reach our
midnight snackers. Instead of investing
money in older fashions of advertising such
as newspapers we decided our tier one will
focus more on new age advertising vehicles
such as Facebook, Twitter and Instagram.
These high population markets will be most
in touch with these types of media vehicles.

Radio
Outdoor

Tier 2!
(monthly expenses per market)

$2,000.00
$18,000.00
$20,000.00

$7,000.00
$9,000.00
$27,000.00

TV
Social Media
Direct Mail

Radio
Newspaper
Outdoor

With a monthly budget of roughly $83,000 for

each market we decided to not only heavily
advertise on T.V. but also through the use of
newspaper and direct mail. A lot of cities that
are included in our tier 2 markets are much
smaller in population and may not be as up to
date with social media or watch as much
television as our bigger markets. With that
being said we still need to reach them and
what other better way to do that than go
directly to their house the old fashion way.

Media Strategy & Tactics

Medium Tactics
Facebook:

Through our Facebook we are able to do many different things. We

will update our customers on our newest locations. Each week we will
introduce our customer base with at least one of our new locations.
Also through Facebook will will purchase various adds every month
throughout our campaign. This will help us get the word out and help
keep our brand loyalty high. Each day our Facebook will feature a
signature item

Twitter:

Twitter may be the most influential social media of today, especially in

our bigger markets, where customers check there twitter multiple
times an hour. It is important that we purchase adds during the
busiest hours on Twitter. Not only will we purchase adds through the
company we will also use Twitter too tweet. Everything we tweet will
be followed by the #howdoyousonic hash tag. This hash tag will
encourage customers to interact with us and show us how they
Sonic.

Instagram:

Promotions:

Since Instagram does not have advertising to purchase, will use it

differently. Our money for our Instagram will go to the 5 winners our
weekly contest of our favorite Instagram photo that must include
some type of sonic product, as well as the hashtags
howdoyousonic and Sonicsweeklygiveaway Our winners will
receive a Sonic gift card to reward our customer for their handwork
and loyalty to the company.

MY SONIC CARD (Loyalty Card)!

First and foremost we want to start a loyalty program here at Sonic. If
we want to win over the Northern Front we have to really connect with
our customers and show them we care. What better way to do such
than through a loyalty card. Through this card customers can earn
various different rewards to keep them coming back.
The My Sonic card will work as a reloadable gift card where you can
add any amount of money between $5 and $200. Every time a
customer reloads their My Sonic card with at least $15 they will
receive a free side or beverage of there choice. Also every tenth meal
will be on us! After a customer has ordered ten complete meals the
next one is you got it free! Our loyal customers will love this and
encourage them to bring there friends to come enjoy the fun and
great deals.

Media Strategy & Tactics

Promotions:

The Sonic Scholarship (Tier 2 markets)

To reach out to our smaller markets each month we will be awarding one
high school senior within each market a $500 scholarship to help them get
started on the road to higher education. This is a win win situation. Our goal
is to become the talk of the town among families and this will do it. By
putting education first this will win over thousands of our tier two families.
All students need to do is be creative and submit an original work of their
own on why they deserve the scholarship. Being that our campaign is
running right into the end of school and summer time, the timing is
essentially perfect. $50,000 has been put aside to support all tier two markets
monthly scholarships.

Sponsorship of the NFL Draft

There is no denying the success that Sonic has had advertising through
NCAA football. Unfortunately our campaign does not run parallel with the
NCAA season. With that being said, Sonic will become a partial sponsor of
the NFL draft, where all the college stars college students have watched for
years at there school get drafted and go pro. Our customers as well as NFL
and NCAA fans will see us supporting what they love and will be encouraged
to come give us a try or continue choosing us over other premier fast food
joints. About 50,000 dollars has been put aside to make this happen.

Sponsorship of the NHL & NBA playoffs

The NHL TRIVES in the northern part of the United States. To kick off our
campaign we want to become and be seen as a partial sponsor of not only
the NHL but the NBA playoffs as well. Both of these sports post seasons
start at the same time as our campaign. Sports seem to work well with
advertising in the fast food industry. The North LOVES there hockey and so
do we! We will advertise how great it can be to get Sonic and listen or watch
the postseason while your eating. $25,000 dollars will be put aside for each
sports postseason.

Media Strategy & Tactics

Timing and rationale:

April:

Heavy Tv and Radio advertising!

The Sonic Scholarship (Tier 2)!
Heavy social media advertising
through Facebook, Twitter, and
Instagram.!
Sponsor NBA & NHL Playoffs!

Monthly T.V. Focus !

Big Brother!
My Wife & Kids

TV
Cable
Radio

Newspaper
0

10

20

30

Tier 1

40

Tier 2

*units purchased

TV

May:

Heavy Tv and Radio advertising!

The Sonic Scholarship (Tier 2)!Cable
Heavy social media advertising
through Facebook, Twitter, and Radio
Instagram.!
Sponsor NBA & NHL Playoffs!
Newspaper
Sponsor NFL Draft!

Monthly T.V. Focus!

One Tree Hill!
TMZ

10

20

30

Tier 1

40

Tier 2

*units purchased

June:

Heavy Tv and Radio advertising!

TV
The Sonic Scholarship (Tier 2)!
Heavy social media advertising
through Facebook, Twitter, and
Cable
Instagram.!
Sponsor NBA & NHL Playoffs!
Slightly more TV units purchased Radio
due to summer time

Newspaper
Monthly T.V. Focus!
Greg's Anatomy!
King of the Hill

10

20

30

Tier 1
*units purchased

40

Tier 2

Media Strategy & Tactics

Timing and rationale:

July:

Media & Rational

Heavy Tv and Radio advertising!

The Sonic Scholarship (Tier 2)!
Heavy social media advertising
through Facebook, Twitter, and
Instagram.!
Slightly more TV units purchased
due to summer time

Monthly T.V. Focus!

Disney!
Extra

TV
Cable
Radio

Newspaper
0

10

20

30

Tier 1

40

Tier 2

*units purchased

TV

August:

Heavy Tv and Radio advertising!

The Sonic Scholarship (Tier 2)!Cable
Heavy social media advertising
through Facebook, Twitter, and Radio
Instagram.!

!
!
!
Monthly T.V. Focus!

September:

Newspaper
0

Wife Swap!
That 70s show

10

20

30

Tier 1

40

Tier 2

*units purchased

TV
Heavy Tv and Radio advertising!
The Sonic Scholarship (Tier 2)!
Heavy social media advertising Cable
through Facebook, Twitter, and
Instagram.!
Radio

Monthly T.V. Focus!

Lie to me!
Family Guy

Newspaper
0

10

20

Tier 1

30

*units purchased

40

Tier 2