A Media plan to celebrate the launch of Five Guys famous burgers and fries in San Francisco.

1. Media Plan
Creative communication Strategy
Fall 2015
Instructor Andrew Mathews
Eroica De Souza

2. DOUBLE CHEESEBURGER WITH THAT
EXTRA CRISPY BACON GAME.
- DYAM DROPS (Five Guys reviewer - Youtube 5,840,166 views)

3. Target Audience
Five Guys Fanatic
James
Age : 33
Income: $30,000 or more
Gender: Male
73% more likely to visit other fast food restaurants
Occasional Smoker
Enjoys a good bourbon
He is 44% more likely to go for dinner with co-workers or friends.
Originally from Richmond, Virginia.
Moved to the West Coast a year back for a gig at Linkedin.
Relationship status: Newly married.
Collaborative as opposed to competitive personality.
76% more likely to share a ride to and from work.

4. Five guys loactions.

5. Social Media Following
Social media following of Five Guys and its competitors.
Facebook Twitter Instagram
Burger King
Five Guys
In and Out Burger
Five guys Burgers 986,288 likes
Burger King 7,509,164 likes
In and out burger 3,089,258 likes
Five guys Burgers - 650 posts, 8049 Followers
Burger King - 314 posts, 142 k Followers
In and out burger - no official page
Five guys Burgers - 13.8 K tweets,
Followers 47.7K , Favorites 143
Burger King 11.1 k Tweets, 989 K Followers,
Favorites 4,546
In and out burger - no official page
Burger King
Five Guys
Burger King
Five Guys

6. Topsy data insights
Five Guys Fanatics have tweeted 4,668 in the last 30 days
Sentiment score - 60
Delivery service demand - boots twitter following

7. Topsy data insights
Excitement peaks - with the tweets that mention a mix and match brands.

8. Target Audience media mind map
James
ESPN
Gmail
SF Weekly
Facebook
Twitter
Linked In
Bleacher Report
Youtube
Weather
The Bold Italic
Yelp Reviews
Uber
LYFT Twitter
Buzzfeed
Yelp
Pandora
Bart App
Weather app
Instagram
Facebook
Google Maps
News
Google Drive

9. Objectives & Strategies
“James” Market Timing Budget
June 1st 2015 - August 1st 2015
Store opening July 1, 2015.
$2,000,000
Generate conversations
Through owned media on Instagram, Twitter and Facebook.
Paid content media across native web publications.
Build and spark an excitement about the store launch.
A cross brand promotion with Uber (to countdown the launch)
Tap into the ride sharing consumer base.
Rephrase Five guys as a millenial brand.
Reconnect with loyal consumers.
Reconnecting and re-engaging with consumers that have grown up the brand.
Highlight the classic menu options (Bacon cheeseburger) during the launch campaign.
1.
2.
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10. User scale
Beginner User Core User Hardcore User Occasional User
Five Guys target audience
This user cares the most.
Likes to make informed choices.
Has a deep connection with the brand.
Dreams of that double cheeseburger
with that extra crispy bacon bang.

11. Budget Summary

12. Five Guys + Uber

13. Five Guys + Uber
Five guys + UBER how you can order a double bacon cheeseburger
To celebrate the launch Five Guys Burgers and Fries in San Francisco, a de-
livery launch campaign will run for about 2 weeks before the opening date
(depending on the media budget available).
The campaign offers an exclusive delivery service where
Five Guys burgers and Fries teams up with UBER.
How it works:
No matter where you are in San Francisco, nothing can satisfy a craving like
a bacon cheeseburger and a side of Five guys fries. Five guys understands,
come the 18th of June for a limited time offer. Five guys teams up with
uber to make your dreams come true.
To request, choose the five guys option in the Uber app. If a vehicle is avail-
able, you place your five guys order and you will be enjoying your treat
within half n hour.
Total Spend: $600k

14. Uber cross promotion
Once order is placed, using the UBER app you can track your order.

15. Anchor brewing - Ambient
76% of fast food enthusiasts enjoy a good beer. Five Guys essentially being an East coast brand, would
benefit a great deal from a cross promotion with Anchor Steam brewing of San Francisco.
The Offer: When you buy a 6 pack of Anchorsteam, you also get a scratch card with special offers
for Five Guys cheeseburger’s and Fries.
Timing: Offer would run through the first 2 months of the store launch.
Total Spend: $100k

16. The Bold Italic - Sponsored Content
A sponsored content story on The Bold Italic. A uniquely San Francisco based online magazine.
TBI is known for its content pieces and great reviews of latest food spots in the bay area.
Total Spend: $50k

17. Media Flow
June 1st 6/7 6/14 7/1 7/8 7/21 8/1Launch date
Launch date
% Media Weight
40%
30%
20%
10%

18. Thank You