Dunkin Donuts Plan
DUNKIN’ DONUTS
Fall 2006
®
The Bright Agency
The Bright Agency
Roger Bright- Account Executive Sara Smith- Ad Copy Director Ashley Edwards- Art Director Michelle Taube- Media Director Katie Briggs- IMC Media Sales Director Jennifer Garriques- Research Director Robert Compton- Research Director
Executive Summary
Our campaign with Dunkin’ Donuts sets out to re-brand the company, reflective of a company that 's expanding. The campaign allots $35,000,000 for the course of a calendar year, specifically January 1, 2007 through December 31, 2007. Our goal is to generate more revenue and claim more market share in the coffee house sector. We feel this can be attained by a vigorous national campaign. This campaign will entail advertisements on all the major media facets. Our target audience consists of middle class adults. Characteristically, these middle class adults earn between $40,000 to $100,000 yearly. An increase in coffee sales is a paramount goal of our campaign; these older adults are the best audience to go after. Our campaign will also research the target audience via surveys concluding on how strong the customer base is and possible potential new target audiences. The Dunkin’ campaign will rely heavily on a nationalized television, radio, newspaper, and outdoor advertising plan. The television ads will be featured generally on the cable networks as well as network channels. We will position our ads on programs that are focused towards our target group of middle class adults. The same strategy will apply when positioning our ads on television, radio, and in the newspaper. Other alternate media we will use are outdoor advertisements. We will use around $33,000,000 on advertising. Measuring the effect of our campaign is also important. It will occur on a quarterly basis. Measurements will be done at these times so that Dunkin’ Donuts can reflect its sales along with the effectiveness of our campaign. This will be done so by viewing television
Fall 2006
®
The Bright Agency
The Bright Agency
Roger Bright- Account Executive Sara Smith- Ad Copy Director Ashley Edwards- Art Director Michelle Taube- Media Director Katie Briggs- IMC Media Sales Director Jennifer Garriques- Research Director Robert Compton- Research Director
Executive Summary
Our campaign with Dunkin’ Donuts sets out to re-brand the company, reflective of a company that 's expanding. The campaign allots $35,000,000 for the course of a calendar year, specifically January 1, 2007 through December 31, 2007. Our goal is to generate more revenue and claim more market share in the coffee house sector. We feel this can be attained by a vigorous national campaign. This campaign will entail advertisements on all the major media facets. Our target audience consists of middle class adults. Characteristically, these middle class adults earn between $40,000 to $100,000 yearly. An increase in coffee sales is a paramount goal of our campaign; these older adults are the best audience to go after. Our campaign will also research the target audience via surveys concluding on how strong the customer base is and possible potential new target audiences. The Dunkin’ campaign will rely heavily on a nationalized television, radio, newspaper, and outdoor advertising plan. The television ads will be featured generally on the cable networks as well as network channels. We will position our ads on programs that are focused towards our target group of middle class adults. The same strategy will apply when positioning our ads on television, radio, and in the newspaper. Other alternate media we will use are outdoor advertisements. We will use around $33,000,000 on advertising. Measuring the effect of our campaign is also important. It will occur on a quarterly basis. Measurements will be done at these times so that Dunkin’ Donuts can reflect its sales along with the effectiveness of our campaign. This will be done so by viewing television