Digital Marketing Campaign Brief
Group 6:
Company Overview
In 1982, Jim Disbrow and Scott Lowery had moved from New York to Ohio. While the two were trying to settle into Ohio, they began to crave wings, and not any ordinary wing but a New York style wings. The two had to decide whether or not to drive all the way back to New York to satisfy their cravings or open a new restaurant selling the very wings they crave! By the end of 1982, the first B-dubs was open on High Street in Columbus. They are known for their mouth-watering seasons and sauces as well as their welcoming atmosphere.
Mission Statement:
Our mission is to WOW people every day! We will WOW our guests every day by achieving the highest level of satisfaction with an extraordinary focus on friendly service, food,
fun and value.
Strengths
SWOT Analysis
SWOT Analysis
Weaknesses
Opportunities
SWOT Analysis
Threats
SWOT Analysis
Website Review
Competitive Review
Applebee’s:
While Applebee's has worked hard to balance the pursuit of value for its core Middle American customers, they also started to attract more younger guests with new marketing campaign
Segmentation:
People between the ages of 35-53 years old
Pricing
Positioning:
Applebee's (tied for 2nd place in casual dining market share with Chili’s & behind Olive Garden), benefits from key brand positioning elements which include: a comfortable grill with great tasting food & a prominent bar area which provides energy for diners, abundant value; decorating cues tied to individual neighborhoods; and appeal as a place to connect with family and friends.
Competitive Review
Dennys:
As a family-friendly restaurant, Denny’s has a large target market. While they do target older customers with programs such as their AARP-exclusive discounts, their social media presence is targeted towards a younger crowd.
Segmentation:
Middle age (35-60) years old
Pricing
Positioning:
Denny’s unique “America's Diner” brand positioning provides the promise of everyday value with cravable, indulgent products (comfort food) served around the clock in a friendly and welcoming atmosphere
Competitive Review
IHOP:
Well-established as the largest player in the $1B+ family chain segment with 28% market share and the largest marketing budget
Segmentation:
51% of guests are 34 or younger (target people of all ages)
Pricing
Positioning:
The brand’s breakfast heritage leadership positioning is centered around pancakes, a fun/likeable experience and engaging servers who provide a warm and welcoming environment. IHOP seeks to expand beyond “all things breakfast, anytime of the day” to strength in lunch & dinner by leveraging its sandwiches, salads, entrees, and steakburgers.
Competitor eMarketing Presence Review
Competitor | Website | Youtube | Other | App | |||
Applebee’s | 6,099,057 | 39.8k subscribers | 588k | 599.9k | | Yes | |
Denny’s | 1,318,780 | 36k subscribers | 263k | 450.1k | Tumblr | Yes | |
IHOP | 3,799,861 | 36.5k | 705k | 350.7k | | Yes |
Buyer Analysis // Current Objectives
Buyer Analysis // Customer Breakdown
Some things BDubs offers at their restaurants would be:
Because of these things these are the customers it brings:
Buyer Analysis // Customer Breakdown
Looking at the current audience, one thing BW3s is missing is young, single women.
Buyer Persona: Carrie
Who?
What?
Why?
How?
Current Marketing Plan
Current Marketing Plan
Proposed Marketing Plan
Proposed Marketing Plan: BW3’s is heavily focused on price and promotion, but product and place are the 2 other elements of the marketing mix that we recommend BW3’s spends more time on.
Product
BW3’s has a wide ranging product offering so far, so BW3’s will have to think different about product. BW3’s should ask themselves, “What products can we have to add value?”
Place
Place is one thing that BW3’s will have to think differently about since they have invested a lot in property already. BW3’s is a sports bar, conveniently located around towns, so maybe they turn their focus to the inside of the properties, and ask themselves, “What else can we do to give BW3’s the feel of a family friendly sports bar?”
Campaign Goals
Cater to a family-friendlier atmosphere in store
Introduce healthier sides and options for customers including vegan options
Create a “retail store” within BW3’s that contributes to the sports bar feel
Strategy Overview
Past
March 2018
October 11, 2015
Strategy Overview
Present
March 26, 2022
March 30, 2022
January 2022
Strategy Overview
CTA
Key elements:
Improvements:
Strategy Overview
Current Campaign
Current Campaign Ad
Evaluation of Campaign
Strategy Overview
Attention Ratio
Conversion Coupling
Contextual Design
Congruent Design
Clarity
Credibility
Conversion Continuance
Strategy Overview
Include table tablets, colorful bendy straws for kids, and “Trivia Night”. Advertise Trivia Night through menu ad, socials, and website
Introduce 3 new menu items and advertise them through socials, website, and paid ads
Sell local sports teams gear in store and/or have quarterly merchandise giveaways. Advertise through TV ads, website, and socials.
Cater to a family-friendlier atmosphere in store
Create a “retail store” within BW3’s that contributes to the sports bar feel
Introduce healthier sides and options for customers including vegan options
Recommendations & Rationale
Tactic: Improving their current website
“Connect” tab
Highlight reel of the atmosphere
“Find your sauce soulmate” icon
Move “To-Go Favorites” down
FIND YOUR SPORTS BAR
Find a Buffalo Wild Wings Near You
CLICK HERE
CONNECT
FIND YOUR SAUCE SOULMATE
Recommendations & Rationale
Primary Objective: Emphasize the “fun and value” in their mission statement by portraying their atmosphere on their website and social media
Number of Occurrences: On their mobile app, website, cellular website
Approximate Cost: Using existing design staff, it would cost ~$300-$1000
Anticipated Launch: Third quarter of 2022
Measures & Evaluations
Key Metrics to Utilize