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MARKET INSIGHT COMPETITOR CREATIVE IDEA LEAD COMMUNICATON PLAN TIMELINE BUDGET OWNED PAID OWNED ..........................................................................................................................................................
DIGITAL PROPOSAL 6/2015 Prepared By TABLE OF CONTENT MARKET INSIGHT COMPETITOR CREATIVE IDEA LEAD COMMUNICATON PLAN TIMELINE BUDGET OWNED - PAID - OWNED TABLE OF CONTENT MARKET INSIGHT COMPETITOR CREATIVE IDEA LEAD COMMUNICATON PLAN TIMELINE BUDGET OWNED - PAID - OWNED FROM THE HABIT OPPORTUNITY BREAKFAST LUNCH DINNER VN PEOPLE IS HABIT MEAL FOR BREAKFAST, LUNCH, DINNER FROM THE BREAKFAST HABIT OPPORTUNITY Breakfast Habit Per Week - Per Week - Per Week - Per Week 6% 21% 45% 28% 45% MOORE USER EAT BREAKFAST Source: Internal Moore Survey 54 Sample TO FREQUENCY BREAKFAST HABIT OPPORTUNITY 100% 90% 80% 70% 5-7 Per Week 2-4 Per Week Per Week No Eat 60% 50% 40% 30% 20% 10% 0% Bread, Stick Rice Rice In Family Sweet Break Other THEY EAT FASTFOOD AS BREAD, STICK RICE 5-7 PER WEEK Source: Internal Moore Survey 54 Sample TO BRAND CHALLENGE 100% 90% 80% 70% 60% 2-4 Per Week Per Week Not Buying 50% 40% 30% 20% 10% 0% KFC McDonald Lotteria Pizza hut Burger King Subway THEY ARE NOT EAT FASTFOOD FOR BREAKFAST MUCH Source: Internal Moore Survey 54 Sample TABLE OF CONTENT MARKET INSIGHT COMPETITOR CREATIVE IDEA LEAD COMMUNICATON PLAN TIMELINE BUDGET OWNED - PAID - OWNED WHAT THEY DO ONLINE THEY SEARCH FOR INFO, READ NEWS, SOCIAL NETWORK, PLAY GAMES, WATCH MOVIES AND MUSIC Source: Nielsen 2014 DEVICE THEY USE ONLINE THEY USE LAPTOP, DESKTOP AND MOBILE Source: Think with Google CHANNEL SAMPLE Viral PR in Facebook CONTENT ANGLE BREAKFAST FOOD CHOICES RE-MIND USERS ABOUT BREAKFAST FOOD CHOICE BY REGION EDUCATION RE-POSITIONING BENEFITS OF EAT BREAKFAST EVERY MORNING TRANSFORMATI ON FROM BREAKFAST MEAL TO MCD BREAKFAST FASTFOOD AS BREAKFAST TO APPROACH PHASE 1: CREATE AWARNESS PHASE 2: BUILD ENGAGEME NT PHASE 3: LEAD FOR CALL TO ACTION CHANNLE SAMPLE FOR IN-SKIN Push Notification “Good Morning, Wake up and eat Mcdonald Breakfast” TO APPROACH PHASE 1: CREATE AWARNESS PHASE 2: BUILD ENGAGEME NT PHASE 3: LEAD FOR CALL TO ACTION CHANNLE SAMPLE FOR DELIVER VOUCHER SUPPORT BY SUMMARY AWARENESS ENGAGEMENT CALL TO ACTION CREATE USER JOURNEY Raise Attention& Create Awareness Breakfast Product Build Engagement Lead To Call To Action Breakfast Product Website Come To Trial At McDonal Store TABLE OF CONTENT MARKET INSIGHT COMPETITOR CREATIVE IDEA LEAD COMMUNICATON PLAN TIMELINE BUDGET OWNED - PAID - OWNED MASTER PLAN TIMELINE WEEK PLATFORM LANDING PAGE MEDIA SOCIAL MEDIA PR SEM WEEK WEEK WEEK WEEK LANDING PAGE & IN-SKIN APP/COC COC MEDIA SUPPORT (Display Ad, FB Ad) SOCIAL SUPPORT BY FOOD CHANNEL ONLINE PR VIRAL PR SEM SUPPORT THAT’S WHAT WE DO WEEK WEEK WEEK GROUPON SITE MEDIA SUPPORT FROM GROUPON SITE TABLE OF CONTENT MARKET INSIGHT COMPETITOR CREATIVE IDEA LEAD COMMUNICATON PLAN TIMELINE BUDGET OWNED – PAID - EARNED BUDGET SERVICES PR& VIRAL EST COST 4000 MEDIA SUPPORT 15,000 SOCIAL SUPPORT 650 LANDING PAGE PRODUCTION 1,400 BANNER PRODUCTION (Banner, Resize, Voucher design, etc) 500 CONTENT PRODUCTION 450 PLANNING FEE 1000 MANAGEMENT FEE 1000 Total (include VAT) $25,000 WHAT I WILL HAVE OWNED – PAID – EARNED MODEL YOU PAID YOU OWNED PR FOR RAISE ATTETION MEDIA SUPPORT FOR AWARENESS SOCIAL SUPPORT FOR ENGAGEMENT HAVE A PRODUCT 180,000 CLICKS SITE FOR BREAKFAST ATTRACT 120,000 EXPLORE FOOD VISITS FROM CHANNEL MEDIA IMPACT FROM COC 15,000 VIEWS PR COC AS NEW 7,500 SOCIAL CHANNEL ENGAGEMENT YOU EARNED THANK YOU ... Breakfast Habit Per Week - Per Week - Per Week - Per Week 6% 21% 45% 28% 45% MOORE USER EAT BREAKFAST Source: Internal Moore Survey 54 Sample TO FREQUENCY BREAKFAST HABIT OPPORTUNITY 100% 90% 80%... CONSUMER STARTING GO ONLINE EVERY MORNING FROM 6:00 AM – 11:00 AM YOU YOU WANT COMMUNICATION AND EDUCATE USERS DEVELOP COMMUNICATION PLATFOM FOR YOU WE BEFORE WE GO TO CAMPAIGN WE NEED DEVELOP A... Lotteria Pizza hut Burger King Subway THEY ARE NOT EAT FASTFOOD FOR BREAKFAST MUCH Source: Internal Moore Survey 54 Sample TABLE OF CONTENT MARKET INSIGHT COMPETITOR CREATIVE IDEA LEAD COMMUNICATON