Wright Brand Bacon

Wright Brand Bacon
Media Buying Proposal
Prepared for: Wright Brand
Prepared by: LPA
May 14, 2015
Proposal Number: 567-234
Wright Brand
Account Supervisor
Paul Paez
Media Buying Supervisor
Erica Garza
Media Planning Supervisor
Bolanle Ojo
Research
Meredith Redfern
Media/ PR
Carly Burdette
2
Wright Brand
3
Objective.
Our objective for Wright Brand Bacon is
t o increase sales by 10% and awareness by
analyzing markets to determine where to buy
advertising spots. We will focus our campaign on
Holiday seasons, sporting seasons, and tailor the
campaign to fit events in each of the five markets,
using the $8.6 million dollar budget.
Goal.
The goal for the brand is to use multiple
media vehicles to promote Wright Brand
Bacon. We plan to use television, radio,
billboards, Pinterest, banners and festival
booths.
Project Outline.
SWOT Analysis
Budget
Research
Benefits
Audience
Proposal
Wright Brand
4
Wright Brand Story
WRIGHT® BRAND BACON ADDING SIZZLE FOR 90
YEARS
Rich in tradition and rich in flavor, the bold taste of Wright®
Brand bacon has been inspiring hearty, mouthwatering
meals for bacon lovers since Roy Wright and Fay Eggleston
founded the Vernon Meat Company in 1922.
Roy and his sons went on to build Wright Packing Company
in the early 1940s, and brought to the new company the
same important values, to always deliver the highest
quality. By the 1970s, the company was focused solely on
making bacon and ham.
Wright® Brand bacon starts with only the best pork bellies,
hand selected and hand trimmed, then slow smoked with
natural hardwoods for eight hours, to our 90-year old
proprietary curing recipe that bringsforth uncompromising
taste. Wright® Brand bacon is something you can be proud
to set on the table every day and feel comfortable serving
your family. As part of the Tyson Foods family since 2001,
the Wright® Brand continues to gather bacon lovers from
across the country.
Wright Brand
SWOT Analysis.
5
Wright Brand
6
Research.
Five P’s.
Product.
Wright Brand Bacon is bigger, thicker slice that has many
flavors and is available in many places.
Place.
Wright’s main target markets for selling around the
country are Atlanta, Dallas/Fort Worth, Birmingham,
Oklahoma City and Memphis. Wright Brand Bacon is
available at local grocery stores such as Kroger, Wal-Mart
and HEB.
Price.
The cost of Wright Bacon is solely dependent on the ounce.
The bigger the ounce, the more expensive it is. Packages
range from 24-56 ounces with a price range from $8.99$15.99. We have also supplied a variety of flavors such as
smoked honey bourbon, Smoked Brown Sugar, Hickory
Smoked, Applewood Smoked, Smoked Maple and Smoked
Pepper.
Promotion.
Most of our expenses went towards TV spots. We’ve spent
time deciding which spots would best help promote and sell
our product. We’ve decided to approach ambient
advertising with skywriting at events and a traveling food
truck.
People.
Wright Brand Bacon is currently targeting All-American
men ages 25-54 with the secondary target audience being
women ages 25-54.
Wright Brand
7
Media Analysis.
The Wright Brand Bacon website opens up to a page of
primary colors with a big strip of bacon next to a speech
bubble. All the information that is needed is at the top of the
page making it unnecessary to scroll down to the bottom of the
page. The logo is big and bold in the top left corner next to the
talking strip of bacon. Below the banner on the top of the
page, three important links are posted; a twitter link, the
brand statement, and news and promotions. At the top of the
page, above the banner, links to navigate the website can be
found. The website includes recipes, products, their story,
locations and a way to contact the company.
The website is easy to navigate. The most important
attributes of the product are on the homepage, along with
their newest flavor and a link to their Twitter account. The
Twitter handle does not connect to the tweet on Twitter. When
clicking on the link, the website takes you to Twitter, but the
page then says that it cannot be found which is a problem for
customers who want to go straight to the tweet. After being
redirected to Twitter, the customer has to search the
“WrightBacon” handle to get where they want to be.
Wright Brand Bacon is very active on social media. They
send out a tweet every day reminding people about their
product. Some days they tweet a question to get customer
feedback; sometimes they give a thought or statement, and
other times they play off of pop culture or holidays. By
sending out a tweet everyday they are reminding Twitter
followers everyday that the brand exists and to pick up bacon
when they go to the grocery store. Twitter and Facebook are
linked together, with Facebook getting more responses from
people than Twitter. The company does not have a Pinterest,
but needs to invest in once to post recipes using bacon. Wright
Brand has a tab on their website for recipes, so to add a
Pinterest account would be beneficial to the company.
Wright Brand
8
MRI Findings
Target: Men 25-54 and Women 25-54
HHI: $50,000- $75,000
Marital Status: Married
Family Status: At least one child ages 6-17 years
Race: White and African American
Cable Services: Chiller, Cooking Channel, DIY, Fox
Sports, GSN, Hallmark, HSN, INSP, ABC Family, BET,
AMC, CMT, ESPN Classic, Food Network.
Magazines: All You, Better Homes & Gardens, Cooking
Light, Cooking with Paula Dean, Everyday with Rachel
Ray, Family Circle, Good Housekeeping, Ladies Home
Journal, OK!, North American Fisherman, Southern Living.
Wright Brand
9
Benefits.
Product Benefits.
Wright Brand Bacon offers the best quality
by providing bacon strips that are thicker
than the competitors. This gives the bacon
its full flavor and appropriate crisp that will
not easily come apart on the first bite. With
a variety of flavors, Wright Brand bacon will
satisfy the taste buds of customers who like
their bacon with a different twist.
Customer Benefits.
Wright Brand Bacon offers high quality bacon
that the customer can trust. By offering multiple
flavors, the customer can have a wide variety to
satisfy their cravings and cooking needs.
Wright Brand
10
Audience.
Target Audience.
The target audience is men 25-54 who
consume 2+ pounds of bacon per month. The
audience is predominately “family men”
having 2 or more children at home,
educated, employed, considering themselves
handy and “all-American.” The audience
skews slightly African American and is
heavy into sports and outdoors.
Secondary Audience.
We would like to emphasize that women are as
important as our target audience since women do the
majority of the shopping. Our secondary audience is
more observant of the quality of bacon being
purchased.
Wright Brand
Personas.
Mighty Mike
Age: 32
Gender: Male
Residence: Dallas, TX
Education: Bachelor's in Finance
Average income: $75,000
Hobbies: Fantasy Football, Grilling on weekends, Fishing
TV shows: American Ninja Warrior, Flip This House, Renovation Realities
Single Mom Sally
Age: 45
Gender: Female
Residence: Galveston, TX
Education: Some College
Average income: $55,000
Hobbies: Gardening, Sewing, Couponing, crafting with kids
TV Shows: House Hunters, Project Runway
College Cole
Age: 20
Gender: Male
Residence: Fayetteville, AR
Education: Attends University of Arkansas
Average income: $5,000
Hobbies: Football, Video games
TV shows: Game of Thrones, Dexter, American Horror Story
11
Wright Brand
Proposal.
Budget Allocation.
12
Wright Brand
Traditional.
TV and Cable.
We plan on running commercials four
times a week during primetime for 24
weeks out of the year on both TV and
Cable. On TV, commercials will run on
ABC, CBS, NBC and FOX throughout
the different markets. For Cable,
commercials will run on the top 14
channels as determined by the MRI
Research, also during primetime.
13
Wright Brand
14
Radio.
We chose to run commercials on the top
three radio stations in each city.
Commercials will run three times a
week for 24 weeks, highlighting major
holidays and events.
Wright Brand
15
Billboard.
For each city, billboards will be up for
different amounts of time and in different
locations to highlight different events that the
city holds. In Birmingham, billboards will be
posted on major highways such as i65 and i59
periodically for 24 weeks throughout the year.
In Atlanta billboards will be placed 20 weeks
throughout the year along i285 and i85.
Oklahoma City will have billboards placed on
i35 and i44 for 24 weeks throughout the year.
Dallas-Fort Worth will have billboards placed
on i35E, i35W and i30 for 20 weeks out of the
year and Memphis will have billboards for 18
weeks out of the year placed on i40 and i240.
Wright Brand
16
Non-Traditional Media.
Pinterest.
Wright Brand Bacon does not have any boards on Pinterest.
Pinterest is a great social media source people turn to for
new food recipes, so it presents a great opportunity to
advertise food brands through receipts on it. We created a
Mock-Up board of what our new Wright Bacon Recipes
board will look like. It will include a variety of recipes all
including Wright Brand Bacon, that pinners can click on
and it will take them directly to the Wright Brand Bacon
website, where they can view how to prepare the dish.
Wright Brand
17
Instagram.
Wright Brand does have an instagram but it has very
few followers. We decided that we will have an
instagram contest in order to gain more followers and
raise awareness of the brand. The contest entails the
instagram users to create a delicious dish that
includes Wright Brand Band and post it to their
instagram with the hashtags #WrightBrandBacon
#TheWrightBacon. We encourage the contestants to
be as creative as they can, using Wright Bacon, but by
still making a dish that includes the bacon in a
tasteful way. The contest will remain open for 3 weeks
and the winner will win free wright bacon for a year.
Wright Brand
18
Alternative Media.
Digital Skywriting.
Through the use of the advertising medium Digital Skywriting, we
will have a written message in the sky saying "Eat Wright Bacon"
in Dallas during the Texas State Fair and Fort Worth before the
Sprint 500 race, in Atlanta before the Braves home opener and in
Birmingham for the Geico 500 race. The cost of the Skywriting will
be $35,000 per event and is a one-day event, where it will stay in
the sky for about two hours. This is a fairly new and innovative
advertising medium that is sure to draw attention and create brand
awareness.
Letters are a mile high and a mile wide; the movements of
skywriting airplanes equipped with the smoke-emitting systems
form them. Exhaust heat is used to turn a special mix of paraffin oil
into thick white smoke, which is discharged through the exhaust
system. The "skywriting" is done at heights at 10,000 to 15,000 ft.
and is best only in cloudless skies in which there is light to
moderate wind. Digital skywriting is a more modern form of
skywriting, involving the use of five to seven planes. They fly
parallel to each other in formation and in unison as possible. The
message is arranged on a master computer, and as the planes fly in
line, electronic signals emit the smoke.
Wright Brand
19
Food Truck.
We will purchase a food truck to travel
city-to-city promoting Wright Brand
Bacon at festivals, tailgates, concerts,
fairs, and various events around each
city. The food truck will serve recipes
that can be found on the Wright Brand
Bacon website and Pinterest board
while passing out free samples of the
bacon to customers before they
purchase their meal from the truck.
Wright Brand
Budget Breakdown.
Overview.
Media
Cost
$1,316,160
Television
$1,567,820
Cable
$457,390
Radio
$132,000
Billboard
Food Truck $ 2 5 0 , 0 0 0
$800,000
Twitter
Sponsorship $ 3 , 5 7 5 , 0 0 0
Extra Fund $ 5 0 0 , 0 0 0
$8,598,370
Total
20
Wright Brand
Market
DFW
City Total
Memphis
City Total
Oklahoma City
City Total
Atlanta
City Total
Birmingham
City Total
Food Truck
21
Vehicle
TV
Cable
Radio
Billboard
Ambient
Dallas Cowboys Sponsorship
TV
Cable
Radio
Billboard
Memphis Grizzlies Sponsorship
TV
Cable
Radio
Billboard
OKC Thunder Sponsorship
TV
Cable
Radio
Billboard
Ambient
Atlanta Braves Sponsorship
TV
Cable
Radio
Billboard
Ambient
NASCAR Talladega Sponsorship
Total
$648,000
$682,560
$249,660
$25,200
$70,000
$715,000
$2,386,220
$72,960
$100,800
$33,697
$18,000
$715,00
$935,957
$69,600
$95,612
$25,200
$27,000
$715,000
$932,412
$475,200
$656,640
$85,932
$24,000
$35,000
$715,000
$1,987,772
$50,400
$32,208
$62,901
$37,800
$35,000
$715,000
$882,909
$250,000
Wright Brand
22
Dallas/ Forth Worth.
Television
Market
DFW
KTVT
DFW
WFAA
Price
$1350
Rating
2.5
Spot
4x
Weeks
24
Total
324,000
$1350
2.5
4x
24
324,000
Cable
Channel
Fox
Sports
Food
Network
DIY
CMT
AMC
Cooking
Channel
Chiller
BET
GSN
Hallmark
HSN
INSP
ABC
Family
ESPN
Classic
Price
$1185
Rating
0.7
Spot
4x
Weeks
24
Total
$79632
$1185
0.4
4x
24
$45504
$1185
$1185
$1185
$1185
0.4
0.3
0.5
0.5
4x
4x
4x
4x
24
24
24
24
$45504
$34128
$56880
$56880
$1185
$1185
$1185
$1185
$1185
$1185
$1185
0.3
0.3
0.2
0.3
0.3
0.4
0.6
4x
4x
4x
4x
4x
4x
4x
24
24
24
24
24
24
24
$34128
$34128
$22752
$34128
$34128
$45504
$68256
$1185
0.8
4x
24
$91008
Radio
106.1 KHKS
Dayparts M-Su
6a-12m
Price
$475
M-F
6a-10a
$475
M-F
10a-3p
$475
M-F
3p-7p
$475
Wright Brand
Rating
Spot
Weeks
Total
23
0.6
3x
24
$20520
1.0
3x
24
$34200
0.6
3x
24
$20520
0.9
3x
24
$30780
98. 7 KLUV
Dayparts M-Su
6a-12m
Price
$475
Rating
0.3
Spot
3x
Weeks
24
Total
$10260
M-F
6a-10a
$475
0.4
3x
24
$13680
M-F
10a-3p
$475
0.6
3x
24
$20520
M-F
3p-7p
$475
0.4
3x
24
$13680
$58140
94.9 KLTY
Dayparts M-Su
6a-12m
Price
$475
Rating
0.5
Spot
3x
Weeks
24
Total
$17100
M-F
6a-10a
$475
0.6
3x
24
$20520
M-F
10a-3p
$475
0.7
3x
24
$23940
M-F
3p-7p
$475
0.7
3x
24
$23940
$85500
$106020
Billboard
DFW
$1050
24
$25,200
Skywriting
We will have skywriting in the DFW market twice during
the campaign year, $70,000. The first time we will have
skywriting is during the Red River Showdown in Dallas and
the second time will be at the 500 Sprint Cup at Texas
Motor Speedway in Fort Worth.
Sponsorship
We will also be sponsoring the Dallas Cowboys with
$715,000.
Wright Brand
24
Grand Total: $2,386,220
Memphis.
Television
Market
MEM
WMC
MEM
WREG
Cable
Channel
Fox
Sports
Food
Network
DIY
CMT
AMC
Cooking
Channel
Chiller
BET
GSN
Hallmark
HSN
INSP
ABC
Family
ESPN
Classic
Total
Price
$152
Rating
2.5
Spot
4x
Weeks
24
Total
36,480
$152
2.5
4x
24
36,480
Price
$175
Rating
0.7
Spot
4x
Weeks
24
Total
$11760
$175
0.4
4x
24
$6720
$175
$175
$175
$175
0.4
0.3
0.5
0.5
4x
4x
4x
4x
24
24
24
24
$6720
$5040
$8400
$8400
$175
$175
$175
$175
$175
$175
$175
0.3
0.3
0.2
0.3
0.3
0.4
0.6
4x
4x
4x
4x
4x
4x
4x
24
24
24
24
24
24
24
$5040
$5040
$3360
$5040
$5040
$6720
$10080
$175
0.8
4x
24
$13440
Radio
V101 KJMS
Dayparts M-F
6a-10a
$100800
M-F
10a-3p
M-F
6a-7p
M-F
3p-7p
Wright Brand
Price
Rating
Spot
Weeks
Total
25
$52
0.9
3x
24
$3370
$52
0.9
3x
24
$3370
$52
0.9
3x
24
$3370
$12731
97.1 WHRK
Dayparts M-F
6a-10a
Price
$52
Rating
0.7
Spot
3x
Weeks
24
Total
$2621
M-F
10a-3p
$52
0.8
3x
24
$2995
M-F
6a-7p
$52
0.8
3x
24
$2995
M-F
3p-7p
$52
0.9
3x
24
$3370
$11981
95.7 WHAL
Dayparts M-F
6a-10a
Price
$52
Rating
0.5
Spot
3x
Weeks
24
Total
$1872
M-F
10a-3p
$52
0.7
3x
24
$2621
M-F
6a-7p
$52
0.6
3x
24
$2246
M-F
3p-7p
$52
0.6
3x
24
$2246
$8985
Billboard
Market
MEM
$52
0.7
3x
24
$2621
Cost Per
Week
$750
Weeks
Total
24
$18,000
Sponsorship
We will be giving the Memphis Grizzlies a $715,000
sponsorship.
Grand Total: $935,957
Wright Brand
26
Oklahoma City.
Television
Market
Price
OKC
$145
KFOR
OKC
$145
KOCO
Cable
Channel
Fox
Sports
Food
Network
DIY
CMT
AMC
Cooking
Channel
Chiller
BET
GSN
Hallmark
HSN
INSP
ABC
Family
ESPN
Classic
Total
Rating
2.5
Spot
4x
Weeks
24
Total
34,800
2.5
4x
24
34,800
Price
$166
Rating
0.7
Spot
4x
Weeks
24
Total
$11155
$166
0.4
4x
24
$6374
$166
$166
$166
$166
0.4
0.3
0.5
0.5
4x
4x
4x
4x
24
24
24
24
$6374
$4781
$7968
$7968
$166
$166
$166
$166
$166
$166
$166
0.3
0.3
0.2
0.3
0.3
0.4
0.6
4x
4x
4x
4x
4x
4x
4x
24
24
24
24
24
24
24
$4780
$4780
$3187
$4780
$4780
$6374
$9562
$166
0.8
4x
24
$12749
Radio
KJ 103 KJYO
$95612
Wright Brand
Dayparts
27
M-Su
6a-12m
$50
0.5
3x
24
$1800
M-F
6a-10a
$50
0.7
3x
24
$2520
M-F
10a-3p
$50
0.6
3x
24
$2160
M-F
3p-7p
$50
0.7
3x
24
$2520
$9000
1000 AM KTOK
Dayparts M-Su
6a-12m
Price
$50
Rating
0.3
Spot
3x
Weeks
24
Total
$1080
M-F
6a-10a
$50
0.4
3x
24
$1440
M-F
10a-3p
$50
0.6
3x
24
$2160
M-F
3p-7p
$50
N/A
3x
24
N/A
$4680
101.9 KTST
Dayparts M-Su
6a-12m
Price
$50
Rating
0.6
Spot
3x
Weeks
24
Total
$2160
M-F
6a-10a
$50
1.1
3x
24
$3960
M-F
10a-3p
$50
0.8
3x
24
$2880
M-F
3p-7p
$50
0.7
3x
24
$2520
$11520
Price
Rating
Spot
Weeks
Total
Billboard
Market
OKC
Cost Per
Week
$1125
Weeks
Total
24
$27,000
Sponsorship
The Oklahoma City Thunder will receive a $715,000
sponsorship from Wright Brand Bacon.
Grand Total: $932,412
Wright Brand
28
Atlanta.
Television
Market
ATL
WSB
ATL
WGCL
Cable
Channel
Fox
Sports
Food
Network
DIY
CMT
AMC
Cooking
Channel
Chiller
BET
GSN
Hallmark
HSN
INSP
ABC
Family
ESPN
Classic
Total
Price
$990
Rating
2.5
Spot
4x
Weeks
24
Total
237,600
$990
2.5
4x
24
237,600
Price
$1140
Rating
0.7
Spot
4x
Weeks
24
Total
$76608
$1140
0.4
4x
24
$43776
$1140
$1140
$1140
$1140
0.4
0.3
0.5
0.5
4x
4x
4x
4x
24
24
24
24
$43776
$32832
$54720
$54720
$1140
$1140
$1140
$1140
$1140
$1140
$1140
0.3
0.3
0.2
0.3
0.3
0.4
0.6
4x
4x
4x
4x
4x
4x
4x
24
24
24
24
24
24
24
$32832
$32832
$21888
$32832
$32832
$43776
$65664
$1140
0.8
4x
24
$87552
Radio
103.3 WVEE
Dayparts M-F
6a-10a
Price
$155
Rating
0.7
$656640
M-F
10a-3p
$155
0.6
M-F
6a-7p
$155
0.7
M-F
3p-7p
$155
0.8
Wright Brand
Spot
Weeks
Total
29
3x
24
$6696
3x
24
$7812
3x
24
$8928
$31248
750 AM WSB
Dayparts M-F
6a-10a
Price
$155
Rating
0.7
Spot
3x
Weeks
24
Total
$7812
M-F
10a-3p
$155
0.6
3x
24
$6696
M-F
6a-7p
$155
0.6
3x
24
$6696
M-F
3p-7p
$155
0.6
3x
24
$6696
$27900
95.5 WSB
Dayparts M-F
6a-10a
Price
$155
Rating
0.5
Spot
3x
Weeks
24
Total
$5580
M-F
10a-3p
$155
0.6
3x
24
$6696
M-F
6a-7p
$155
0.6
3x
24
$6696
M-F
3p-7p
$155
0.7
3x
24
$7812
$26784
Billboard
Market
ATL
3x
24
$7812
Cost Per
Week
$1000
Weeks
Total
20
$24,000
Skywriting
We will have skywriting opening day of the Atlanta Braves
season with the hashtag #EatWrightBacon which will cost
$35,000.
Sponsorship
Wright Brand Bacon will give the Atlanta Braves $715,000
as a sponsorship
Grand Total: $1,987,772
Wright Brand
30
Birmingham.
Television
Market
BHM
WBRC
BHM
WVTM
Cable
Channel
Fox
Sports
Food
Network
DIY
CMT
AMC
Cooking
Channel
Chiller
BET
GSN
Hallmark
HSN
INSP
ABC
Family
ESPN
Classic
Total
Price
$105
Rating
2.5
Spot
4x
Weeks
24
Total
25,200
$105
2.5
4x
24
25,200
Price
$61
Rating
0.7
Spot
4x
Weeks
24
Total
$4099
$61
0.4
4x
24
$2342
$61
$61
$61
$61
0.4
0.3
0.5
0.5
4x
4x
4x
4x
24
24
24
24
$2342
$1757
$2928
$2928
$61
$61
$61
$61
$61
$61
$61
0.3
0.3
0.2
0.3
0.3
0.4
0.6
4x
4x
4x
4x
4x
4x
4x
24
24
24
24
24
24
24
$1757
$1757
$1171
$1757
$1757
$2342
$3514
$61
0.8
4x
24
$4685
Radio
98.7 WBHK
Dayparts M-F
6a-10a
Price
$52
Rating
2.0
$32208
M-F
10a-3p
$52
1.4
M-F
6a-7p
$52
1.6
M-F
3p-7p
$52
1.5
Wright Brand
Spot
Weeks
Total
31
3x
24
$5242
3x
24
$5990
3x
24
$5616
$24336
95.7 WBHJ
Dayparts M-F
6a-10a
Price
$52
Rating
1.2
Spot
3x
Weeks
24
Total
$4493
M-F
10a-3p
$52
1.4
3x
24
$5242
M-F
6a-7p
$52
1.4
3x
24
$5242
M-F
3p-7p
$52
1.4
3x
24
$5242
$20219
104.7 WZZK
Dayparts M-F
6a-10a
Price
$52
Rating
2.8
Spot
3x
Weeks
24
Total
$10483
M-F
10a-3p
$52
0.4
3x
24
$1498
M-F
6a-7p
$52
1.2
3x
24
$4493
M-F
3p-7p
$52
0.5
3x
24
$1872
$18346
Billboard
Market
BHM
3x
24
$7488
Cost Per
Week
$1575
Weeks
Total
24
$37,800
Sponsorship
Wright Brand Bacon will be sponsoring the Talladega
race with $...
Skywriting
Before the Talladega race, we will have planes
skywrite “#EatWrightBacon” which will cost $35,000.
Grand Total: $882,909
Wright Brand
32