Sonic

My role: strategy, design, research, speaker

Problem

When it comes to ad spending in sales, SONIC falls significantly behind main leading competitors, McDonald's and Burger King, in the fast food industry. However, in order for SONIC to still compete in the fast food industry and increase its share of voice, a strategic media plan using SONIC's low budget must be implemented by my team to ensure Sonic is placed on the same level as other top competitors, Wendy's and Jack in the Box.

Key Insight

Since top competitors, Wendy's and Jack in the Box, spend more on advertising and have more store locations throughout the United States, SONIC must expand marketing efforts from their current Southern regions and differentiate from competition by promoting itself as a restaurant which offers both a unique, fast drive-in experience and a comfortable outdoor space to hang out with friends and family, all depending on your schedule.

Solution

Based on secondary research of media quintiles, my team encourages primarily using network/spot television and satellite radio. Secondary media would focus on promotions, social media, event sponsorships, outdoor ads, and product placement. We would implement a year long pulsing method campaign, advertising in every other month in order to build brand and sustain brand awareness. We would utilize radio drive time and all hours of television. We would geographically focus on universities and Northern cities of the U.S. while also advertising to other regions with less budget. Our budget would designate 60 percent to television, 20 percent to satellite radio and 8 percent to promotions. The remaining media would receive between 2 to 4 percent of our budget. Based on this media strategy, SONIC's share of voice would expand on the same level as its top competitors.