Presented on December 3rd, 2013, this final project of an integrated marketing communications strategy for Mr. Sub was conducted by Ari Soberano, Zoe Paris Brook, Julia Howe, Paul Vaillancourt and I. As a result of this presentation, top marks were given to our team for the class.

1. video

2. Beat hunger.
#REFUEL.
Zoe Brook
Eileen Chen
Julia Howe
Ari Soberano
Paul Vaillancourt

3. We are
Ad dis agency

4. AGENDA
CURRENT SITUATION
INTEGRATED MARKETING COMMUNICATIONS
IMPLEMENTATION

5. Current situation
20 years ago MARKET LEADER
now •
+
have
drowned the company’s
communications
• “Oh Canada” campaign is
not working

6. Communication objectives
1
2
3
4
Create excitement around the brand
Become top-of-mind
Increase recall as “sandwich for lunch”
Drive conversion from subway

7. State of the industry:
chilled and deli meat

8. State of the industry: sandwich
Channels of Distribution
8% 4%
8%
Supermarkets
Independent Retailers
Convenience Stores
15%
Specialist Retailers
65%
Other

9. Mr. sub: past brand values
freshness
Canadian
heritage
WEAK ASSOCIATIONS
BORING + STALE

10. Competitive analysis

11. Competitive analysis

12. Mr. sub: new brand values
DIVERGING FROM
AUTHENTICITY
HEARTINESS
FRESH
HEALTHIER
GOURMET
“DIET”
DIFFERENTIATION
FROM COMPETITION

13. The
campaign

14. IMC: #REFUEL
SALES PROMOTION
ADVERTISING
DIGITAL
DIRECT MARKETING
PUBLIC RELATIONS
PERSONAL SELLING

15. IMC: BRAND MESSAGE
“beat hunger. Refuel with mr. sub”
• Consumer self-interest
Rational appeal
• Motivation of hunger

16. IMC: BRAND MESSAGE
Beat hunger
refuel
earty
h
value
HENTIC
AUT
Nodes in the
consumer’s mind
after the #Refuel
campaign

17. IMC: brand story

18. IMC: brand story

19. IMC: brand story

20. IMC: brand story

21. IMC: brand story

22. PUBLIC
RELATIONS

23. Main activities
The Beat Hunger
Team Vote
The Hearty
Sandwich Contest
Random Refuel
The ReFuel Road
Trip
The Crash

24. objectives
Engage consumers
build excitement
Communicate message
Drive home heartiness + authenticity

25. Team contest:
December to January
TEAMS SUBMIT TO BE CHOSEN AS THE
“BEAT HUNGER TEAM”
Customers vote on Facebook
Creates excitement and
authenticity

26. Sandwich contest:
Generate excitement
build “heartiness” node
January
Localized sandwich names
Participation + authenticity
Only available at lunch time
Cement mr. sub as lunch option
3 months only during lunch hours
Perceptions of urgency; drives purchase

27. Sandwich contest:
January
02 Jan
02 Jan

28. The road trip:
LIVE TWEETING
THE WHOLE WAY
BUILD EXCITEMENT AND
RECOGNITION
February
P.O.D. FROM
COMPETITORS

29. RANDOM REFUEL
Hearty and authentic
Goodwill and positive
associations towards mr.
sub
February

30. RANDOM REFUEL
February
Brand values:
#randomrefuel #beathunger
Consumer interaction with
#payitforward

31. The crash
End of February
Mild violence =
target market
SYMBOL OF MR. SUB’S REVITALIZATION
#REFUEL food truck will crash into “boring and stale” Mr. Sub location in Yorkville

32. Food trucks
June to august
10 food trucks
•
•
•
•
Cities with mr. sub locations
Metropolitan areas
Lunch hour
Featuring CITY’S sandwich contest winner

33. Food trucks

34. digital

35. digital
Shareability + measurement
#refuel #refuelroadtrip
#beathunger #randomrefuel

36. Vine vs. instagram
40M users
Participation
rates
130m users
Avg. number of
followers

37. Facebook vs. twitter
PLATFORM FOR CONTESTS
Real-time Road trip
RICHER CONTENT
Strongest interaction
between brand and consumer
DRIVES
PARTICIPATION
Keeps brand
top-of-mind
recognition
and recall
Conversion
from subway

38. advertising

40. Advertising on public transportation
OBJECTIVE:
FREQUENCY
Call to action:
follow the
journey
Message:
refuel

41. Public transportation metrics
TTC Ad Rates
Impressions/week
# of posters
reach
Bus Interior (11” x 35”) Subway interior (11” x
35”)
8709
8034
3325
2693
48%
40%
frequency
41.7x
45.5x
4-week cost ($000s)
Cost per poster
Total cost
$50
$50
$216,250
$67
$25
$134,300

42. TV SPOT: HOCKEY DAY IN CANADA
30-second TV spot

43. Communications expenditures
$225k
Fleet of 10 food trucks
$350k
public transportation
$425k
Tv spot production + media buy
$1 million
Public
Relations
23%
Public
Transportation
35%
Television
42%

44. step-down analysis
$1,074,222
profit
$4,296,888
revenue
716,148 unit
sales
5,967,900
target market
Population based on target market of males in Canada aged 15-39 based on Statistics Canada
Assume we can reach 12% of the target market
Assume average price of a sub is $6.00, therefore profit is $1.50/sub

45. Financial implications
Financial Indicators
Metrics
Potential retail revenue
$1,074,222
Forecasted costs
$1,000,000
ROI
7.42%

46. implementation

47. Implementation timeline
1ST QUARTER
December 2013
Refuel digital
campaign begins
2ND QUARTER
march 2014
3RD QUARTER
June 2014
Refuel road trip
continues
Launch food
trucks
4TH QUARTER
September to
November 2014
Execute
January 2014
July 2014
April 2014
contingency plan
Tv spot launch + Begin setup and Measure sales
+
Prepare road configuration of
Launch closing
increase
trip launch
food trucks
social media
august 2014
campaign
May 2014
Begin production
February 2014
Public transport of final social
Measure TV
campaign in 3
media campaign
reach + launch
cities
road trip

48. Communications strategy
COMMUNICATION
VEHICLE
FREQUENCY
TARGET AUDIENCE
COMMUNICATION
OBJECTIVE
1x
(January 18th)
Hockey
enthusiasts
Brand
awareness
3 months
Drive traffic
commuters to digital + inform
1-3x/day
General public
3-5/day
Brand
awareness
General public
participation
1-3/day
SPECIFIC MESSAGE
General public
refuel

49. Media plan
RECALL à FREQUENCY
Mr. Sub Refuel Campaign 2013-14
Month
December January February March
April
May
June
July
August
September October November
Public
Relations
Refuel Road Trip
Refuel Food Trucks
Digital
Facebook
Twitter
Vine
Instagram
Advertisement
TV Spot on CBC Hockey Day
in Canada
Public Transport

50. Media Patterns
Reach
Digital
Television Spot
Public Transportation
PR: Food Trucks
Dec 2014
Nov 2013
June 2014
Time

51. Media
Carry-over 6 months between start of communications
effects and purchasing opportunity
Wear-out
effects
Marketing communications does not stop
Until after food trucks
Recency
Theory
Ex: public transportation
advertisements

52. Measurement
16-39 years old living in Canada
PRE-TEST: NOVEMBER 2013
POST-TEST: DECEMBER 2014
1. List the first 5 sandwich brands that come to mind (recall)
2. What words come to mind when you think of Mr. Sub?
3. What words come to mind when you think of Subway?
4. What are the top 5 places you would go to for lunch?
5. How many times have you visited a Mr. Sub in the past month?

53. Measurement
Company-wide
Post-campaign
Increase in market share
Increase in dollar sales
Overall revenue
ROI per communications piece, and overall
Increased traffic per store
Public relations
Food trucks:
• # of customer visits
• $ sales/hour
Random refuel:
• # sandwiches given away
advertising
TV Spot
• Number of impressions
• % difference between forecasted and actual number of
impressions
• Cost per thousand
Public Transportation
• Number of impressions
• Cost per thousand

54. Measurement
Post-campaign
Digital
Facebook:
• Increase in Facebook likes
• Number of interactions (comments)
• Number of interactions per contest
(Sandwich-choosing)
Twitter
• Increase in followers
• Number of tweets using #refuel in Canada
Vine
• Increase in followers
• Number of views
• Average number of likes per picture
Instagram
• Increase in followers
• Average number of likes per picture
Website
• Number of impressions over time
• # of visitors, and % increase in visitors
• Duration of stay

55. Thank you
For
#refueling
with us!