Graham 10 4 1 projectfinal

PROJECT BOOK

Bomber Burger is a fast casual bar specializing in big burgers. It has been in business for more than 60 years. Serving the greater Wichita area,the aircraft industry, McConnell Air Force Base,and their families. While most of America is now embracing the never frozen, made fresh, Angusbeef trend in burgers, Bomber Burger has beendoing it since they opened up in 1951.

Chapter 1 OverviewOverview...........................7

Chapter 2 ResearchCreative Brief.....................10SWOT Analysis..................11Industry Research.............12Competitor Analysis..........13Personas...........................14In f luencers . . . . . . . . . . . . . . . 15

Chapter 3 Brand Development

Mood boards.......................18Logo Sketches....................19Logo Development.............20Final Logo Design..............21

Chapter 4 Brand PersonaPrimary Logo......................24Secondary Logo.................25Logo usages.......................26Improper Logo usage........27Color Palette.......................28Typography......................29Voice & Tone.......................30Photography & Textures...31

Chapter 5 The ProblemMedia Mix...........................34Concept..............................35Strategy..............................36Asset Development...........37

Chapter 6 The SolutionPhase 1: Influencers..........40Phase 2: The Source.........42Phase 3: The Reason.........44Phase 4: Empowering.......46Phase 5: Promoting

&Advertising.................48Phase 6: The Event.............50Conclusion.........................52

Chapter 7 ReferencesReferences......................56

TABLE OF CONTENTS

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OVERVIEW

Bomber Burger has been doing one thing right since it was opened in 1951. That was to offer good burgers and beer sure to fi l l the largest of appetites. While Bomber Burger has been able to stay in business it has not seen any significant growth in business. Instead it seems like the business has stalled. As a result it is lacking increased sales and revenue that could be potentially beneficial to its expansion in the future.

The goal of this project is to improve Bomber Burger’s brand awareness and to refocus what the brand stands for in relation to its key demographics.

This wi l l be achieved through marketing materia ls such as new packaging, updated web presence, and advertisements targeting specific tribes and groups that would identify with Bomber Burger’s style of food and that of its environment.

By creating a successful loyal following Bomber Burger will continue to produce great food and service to new and existing customers through creative marketing.

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Chapter 2Chapter 2Chapter 2Research

Creative Brief.............................................10SWOT Analysis.........................................11Industry Research..........................................12Competitor Analysis................................13 Personas.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14Influencers................................................15

BOMBER BURGER

The Creative Brief for a number of designers is a big part of the design process. However, I have come to see the creative brief as a road map to further and more in-depth research that is required to make a strong brand persona and execute its implementation.

CREATIVE BRIEF

Project ObjectiveTo relaunch the brand and increase brand awareness

Primary Target AudienceMales 21-35+$40,000-$80,000 USDGraduate diploma Advanced degrees

Primary ProductsBurgers Fresh cut friesHot wings ChipsChili Miller LitePopTeaAssorted specialty items

Key TenetsLarger handcrafted patties Fresh hand cut fries Quality ingredients

Unique Selling Proposition (USP)

Fresh never frozen Kansas Grown Angus beef specially seasoned and the largest patties in Wichita.

CompetitorsRed Robin: Offers large gourmet styled burgers and has a larger brand presence than Bomber. They are also more suited for a family environment.

Bionic Burger: Offers classic style food at a good price, fries are almost identical to Bombers. Strong local presence with multiple locations.

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The SWOT Analysis was used to assess the Strengths, Weakness, Opportunities, & Threats of Bomber Burger. Within the analysis a number of opportunities where found, in addition to finding some of the key strengths that has kept Bomber Burger in business over the years.

SWOT

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SWOT ANALYSIS

Strengths

Ala cart menu Large portionsQuality foodMade to order Fresh ingredients Custom burgersDown to earth atmosphere Family ownedOpen kitchen

Opportunities

Credit cardsTo-go containersSmaller food portions Value mealsStronger brand awareness Customer loyalty cards Larger facility

Weaknesses

No small portionsSmall brand presencesNo healthy alternativesBad PRCash only

Threats

CostsCompetitors increasing portions Bad PREat healthy movmentMore individuals not carrying cash Owner getting sick

Industry research spanned multiple categories to identify trends in the overall fast casual industry. It also included research from standard restaurants as well. This research highlights the findings that make Bomber Burger stand out against the rest and shows where it can improve.

INDUSTRY RESEARCH

The Market

Due to the financial crisis in 2008 the restaurant and fast food industry started pushing value meals to an extreme. As business was hurting and people stopped spending the overall industry started a trend of brand withdraws. It became a question of how much you could get for your money. For a number of businesses in this industry it has been a struggle to get back to quality matters.

However, in 2010 a trend that had already been around for some time started to gain momentum. This is part of the Go Green movement where people are looking towards quality ingredients,

fresh, locally sourced, and organic preferably. It is hard to find a national food chain not advertising a special type of beef or special quality ingredients these days.

“Fast-casual burger concepts are visited by 51% of consumers at least once a month.”

The Fast Casual Market

This market had a different outlook during and after the economic crisis. This industry continued to see a steady growth quarter after quarter and has been one of the fast growing sectors over the years. This has lead to a number of restaurants trying to shift

their traditional restaurants into the fast casual market. However, the biggest winners in the fast casual scene have been focused around burgers. Over the last few years there has been a trend of fast casual burger chains popping up all across America.

Key Points

From the research it was apparent that discounts and specials where not the way to go. In addition, Bomber Burger was already doing most of the things that are now considered mainstream in the industry. The research also identified a number of reasons why the burger industry has seen such a steady growth.

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The Competitor Analysis reconfirmed findings in the Industry Research; it also created a better image of the competitors in the market. In addition, this showed why certain competitors where doing so well in the area and ways to combat the competition.

COMPETITOR ANALYSIS

Because the better burger market is in full swing almost everyone is a competitor. Burgers have long been a staple in American, however their popularity has grown so large over the past few years that now the restaurants are getting in on the burger movement.

So over the past few years the indirect competitors are attempting to compete with burger chains by expanding their burger options. While they are starting to offer good tasting burgers as an alternative to the tradition menu it is still an alternative. People are generally unaware of these options and opt for the more notable burger chains and smaller burger joints.

One of the biggest competitors that Bomber Burger faces is Red Robin. They are known for serving great tasting gourmet burgers with endless steak fries. Their burgers come with multiple options and you can even customize them yourself. Even though Red Robin offers all the extras Bomber still beats them in size. Other competitors in the area compete with either the type of meat they offer or through price. However, Bomber Burger has stayed in business because of what they offer and because of price. They believe in their product and stand behind it.

Direct Competitors Indirect Competitors

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PERSONAS

DaveAge: 21 Gender: MaleEducational Level: H.S. DiplomaIncome: $40,000Occupation: Handy man

MikeAge: 38Gender: MaleEducational Level: MBA Income: $80,000Occupation: Parts Manager

The two personas below where created to represent real individuals that reflect the target audience. Each persona reflects key attributes that are found within the larger target audience. These two personas embody the key demographics, all of the graphical elements where shaped around the target audience to resonate with them. They are foundation of the rebranding and marketing effort that was developed over this project.

Mike is a hardworking husband with a loving wife and two great kids. He enjoys spending time with his family. However, on the days he can get away, he searches for place to get a burger where he can hang out with the guys and blow off some steam of the latest political woes and to voice his opinions on the economy. Having a beer and socializing is his way of taking some stress out of the week from the constant attention needing kids and stressful workweek.

Dave works as a handyman doing all sorts of jobs. Workdays can be long and hard with little to no breaks, he usually gets food from the local gas station, nearest fast food place or the crew will call in an order from somewhere.

Most of his weekends are spent sleeping, playing video games and going out to bars. Since Dave is single he does not own a lot of kitchenware and he is not much of a cook so he tends to eat out most of the time. Dave also likes a good burger and fries with an ice cold one while watching a game or talking to friends.

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When creating the personas for the target audience I identified a number of tribes that the target audience could belong to. These are brands that resonate with the target audience. Almost every tribe has a leader or an influencer that leads or sways the opinions of the tribe. It is those people who I looked for to become brand ambassodars.

INFLUENCERS

Influencers can be anyone from a friend, co-worker, or your favorite disc jockey. The difference between them is the type of influencer they are and how the target audience responds to the varying level of influence they have. For this portion of the research I focused on what is called mass influencers. Mass Influencers already have a pre-established line of authenticity with their audience. Mass Influencers are great for promoting messages and getting information out to the target audience. This is very important as Bomber Burger has a major issue with brand awareness.

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Brand Development

Moodboards........................................18Logo Sketches..........................................19Logo Development...................................20Final Logo Design....................................21

Chapter 3Chapter 3Chapter 3

MOODBOARDSMultiple Moodboards where created based on their potential ROI (return on investment). Each of the Moodboards showcases major trends in the industry that would resonate with the target audience. After carful deliberation the Vintage themed Moodboard was chosen to best reflect the history of the brand and best-fit current trends in the local market.

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LOGO SKETCHES

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The sketch process was broken down into two sections. Part one was exploring iconic logo concepts, over fifty concepts where explored and two where chosen a possible logo concepts that would reflect the history and brand attributes in a unique way that would resonate with the target audience.

Part two was explor ing variat ions of typography marks to reflect the brand in a unique way that would reflect the vintage modernism theme. The font Home Run Script by Doyald Young was chosen to reflect the vintage modernism look and feel. The font reflected other typefaces that could be found on Bomber planes from WWI to WWII making it a perfect fit for the brand.

Part 1 Part 2

LOGO DEVELOPMENT

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After looking at the various concepts for iconic marks two concepts where chosen that could reflect the brand. The first concept utilized the original logo and modified it to reflect the Vintage Modernism look and feel. While concept two focused on the nose art found on bomber planes during WWI and WWII. Both of the concept are strong and supported the Vintage Modernism feel, however there where limitations with in them.

While both reflect the brand essence they also have negative associations with them. Do to America coming off multiple wars and still fighting overseas concept one was ruled out. Concept two was also very strong, however it was limiting the target demographic. Hooters has suffered from this as they where branded as the Mans place and have since stalled and are trying everything to appeal to a larger audience. For that reason concept two was ruled out.

After looking at various concepts for the typography marks one was chosen. This concept was chosen to best reflect the typography that could be found on bombers. The typography mark is consistent with typefaces and layouts found throughout various forms of nose art on the bombers. It echoes the intended brand message, creating a unique visual identity that resonate a vintage American feel with out going overboard that will resonate with the target audience.

FINAL LOGO DESIGNFinal Logo Final Logo & Tagline

The final logo concept above was chosen as it had the best ability to let the brand grow without letting semantics or negative views of the time getting in the way of its growth. In addition, using the typography mark insures that the brand name is seen and remembered. After the primary logo was chosen multiple concepts where put together for a logo and tagline combination mark. After careful thinking the combination mark seen right of the page was chosen. This combination mark reflects the primary logo in white against its primary red to generate visual interest. The graphical elements where chosen to continue reflecting the Vintage Modernism look and feel. This was done by using a ribbon and dotted section dividers that are reminiscent of vintage design from the early 1900’s.

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Chapter 4Chapter 4Chapter 4Brand Persona

Primary Logo.............................................24Secondary Logo & Tagline.......................25Logo usages.............................................26Improper Logo usage...............................27Color Palette..............................................28Typography....................................29Voice & Tone...............................................30Photography & Textures...........................31

PRIMARY LOGO

The color logo is the preferred logo to represent the brand. The logo should be treated like a person; it is the visual identity of the brand. Pay close attention to placement and backgrounds when using the primary logo to insure maximum visual presences. In addition, the mark should command visual dominances in its placement to further promote the brand identity.

The black & white logo should be used in moderation when the primary color logo or the secondary logo marks are unavailable for usage. However, all standard usage guides still apply to the black & white mark.

The transparent logo should be used to mark company photography and assets when the primary or secondary logo in not in use. In addition, the transparent logo can be used as a bug on company videos to further promote the brand. This logo is for subtle usages to promote the brands ownership, yet be noticeable enough to command visual dominance.

The minimum logo mark should be used as a last resort. All other options should be explored before using this logo. The logo should only be used is in situations where other logos readability will be compromised. When sponsoring events ask for specification on what and how they are printing. If information is vague use this logo.

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Color Black & White Transparent Minium Size Logo

SECONDARY LOGO & TAGLINE

The secondary logo should be used when there is an issue with the background or when promoting the brands tagline. The secondary logo also has a black & white version, however this is for rare cases where color printing is not an option. The color logo should be used if color printing is available. This logo reflects the brands message and should always be placed on the top left of the asset to promote visual dominance throughout the composition.

The tagline should only be used with in the confines of the secondary logo. The tagline was created to reflect what the brand stands for and resonates with the target audience. The tagline can be read two ways, “Bigger, Better, American, or it can be read Bigger and Better, The American way. Either way the tagline reflects what the brand stands for and what the brand represents to the target audience.

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Color Black & White Tagline

LOGO USAGES

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This is the clear space required for the proper logo usage. The primary logo should not be reproduced less than 1.25in or 125px if readability becomes compromised. The secondary logo should not be reproduce under 2in or 200px. In addition, the secondary logo should bleed off the composition utilizing the clear space requirements defined.

IMPROPER LOGO USAGE

The improper logo usages lets others who may use the visual identity know of things that they should not do. Some of the things they should not do but not limited to are, rotating the logo, adding a stroke, stretching or skewing the logo, using a color that is not specified, adding effects like drop shadow, reproducing the logo below minimum size causing readability issues, placing the logo on the same color background or on busy backgrounds that would create negative visual tension. When in doubt use the provide logo marks for the corresponding concepts usage.

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The color palette was chosen to reflect a Vintage Americana look and to evoke a stronger nostalgic feel with the target audience.

COLOR PALETTE

RGB170,31,35

CMYK23,100,99,16

BOMBER BURGER

RedRedRed

RGB170,31,35

CMYK23,100,99,16

BOMBER BURGER

BlueBlueBlue

RGB170,31,35

CMYK23,100,99,16

BOMBER BURGER

WhiteWhiteWhite

RGB170,31,35

CMYK23,100,99,16

BOMBER BURGER

TanTanTan

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TYPOGRAPHYThe font family Home Run script can be used as a display font in order to create dynamic interest. The font Serifa was chosen for its masculine qualities and modern appearance and can be combined in unique ways to create additional interest.

FONTS

Serifa 45 LightABCDEFGHIJKLMNOPQRSTU-VWXYZabcdefghijklmnopqrstuvwxyz1234567890

Serifa 46 Light ItalicABCDEFGHIJKLMNOPQRSTU-VWXYZabcdefghijklmnopqrstuvwxyz1234567890

Serifa 55 RomanABCDEFGHIJKLNOPQRSTU-VWXYZabcdefghijklmnopqrstuvwxyz1234567890

DISPLAY FONTS

HomeRun Script ABCDEFGHIJKLMNOPQRSTU-VWXYZabcdefghijklmnopqrstuvwxyz1234567890

Serifa 75 BlackABCDEFGHIJKLM-NOPQRSTUVWXYZabcdefghijklmnopqrstu-vwxyz1234567890

Serifa 56 ItalicABCDEFGHIJKLMNOPQRSTU-VWXYZabcdefghijklmnopqrstuvwxyz1234567890

Serifa 65 BoldABCDEFGHIJKLNOPQRSTU-VWXYZabcdefghijklmnopqrstuvwxyz1234567890

Serifa 75 BlackABCDEFGHIJKLM-NOPQRSTUVWXYZabcdefghijklmnopqrstu-vwxyz1234567890

Font Heiarchy

Head Lines Serifa 75 BlackSub Head Lines Serifa 65 BoldBody Copy 1 Serifa 55 RomanBody Copy 2 Serifa 45 Light

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VOICE & TONEThe voice and tone is about embodying the persona of the brand. This is how the brand should be perceived though all of its branding and marketing collateral. It is everything from the images the brand promotes to the way the brand speaks to the community and its customers.

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Character/Persona

FriendlyHelpfulPlayfulSelf-Confident KnowledgeableProfessional

Language

SimpleFunConfidentHelpful

Tone

PersonalDirectHonestHumbleCaring

Purpose

EngageEntertainInformSellHelp

BRAND VOICE

PHOTOGRAPHY

TEXTURESThese textures and others can be used in small moderation, however they must be paper based textures and can only be utilized on backgrounds. Under no circumstances is the texture to over power the design elements or text.

All images chosen must reflect either the food or staff. These images must be dynamic and engaging. Strong bold colors to reflect the quality is a key point in choosing images. Under no circumstances should desaturated images be used.

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The ProblemMedia Mix................................................34Concept..........................................35Strategy...........................................36Asset Development...................................37


MEDIA MIX

Smartphone Applications:Phone applications can offer consumers a unique experience that might not be offered through other platforms. In addition, applications offer a visual trigger for consumers, this improves revenue chances by keeping the brand front and center.

PR Releases:Public relations have been a separate section of business, however well crafted PR releases are a great way to promote messages to a large audience. They offer a great return for a low investment and have the added benefit of hitting a large audience.

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The problem with most brand launches and advertising these days is that they are isolated and only create one level of engagement. In addition, traditional advertising is tuned out by most of the public. The media mix was used to see all of the possible options that Bomber Burger could take advantage of. The diagram shows the most effective routes for Bomber Burger to take to maximize the ROI of the rebranding effort.

Social Media:Facebook and twitter are great platforms to promote mass awareness. Both of these platforms offer unique voices where individuals can promote a message to their circle of friends and family. This offers a unique opportunity for brands to interact with the target audience and create a larger conversation beyond the brand loyalists.

Billboard:Billboards and OOH (out of home) print media offers a great level of frequency. This form of media is great for creating mass awareness and for promoting geographical locations.

Website:Living in the digital age, consumers no longer go to the yellow pages for information. Instead they go to the web. Websites give consumers an immediate feel for the brand and what the brand has to offer. In addition, websites offer information 24/7 even when they might not be open. This proves to be a critical tool for businesses to utilize to promote their brand ans business.

Radio:Radio offers a great opportunity to create mass awareness. This awareness can also be increase by the disc jockeys influence within its circle. This form of media would be a great option to reach the target audience.

CONCEPT

Traditional forms of marketing have limited forms of engagement; in order to create mass awareness the campaign needed to gather a large interest base. For this I looked at various forms of transmedia storytelling, neuromarketing, sensory marketing, and content marketing. After researching in-depth strategies and reasons why things go viral I started formulating concepts around the influencers, target audience, and the best media forms to reach them.

The big goal of the campaign is to create brand awareness; in order to do this I built a concept on variations of PR (public relation) release, brand ambassadors, and empowering the target audience to create the awareness. The concept relies on three separate platforms to promote a message. However, in order to grown the brand over time their had to be a reason or reasons for this them to share the message.

In researching the various strategies to create awareness and looking at various trends such as community competitions, crowd sourcing, and events for social causes there became a reoccurring theme. With this in mind I built a concept around crowd sourcing the biggest and best burger, empowering the target audience by incentivizing, and third by getting behind a social cause that would resonate with the audience.

This concept would take those who have engaged in the campaign concepts to spread the message for social currency, self-interest, or the social cause creating a viral effect of information sharing that all funnels back to Bomber Burger.

ENGAGEMENT = AWARENESSAWARENESS = ENGAGEMENT

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STRATEGY

Step one: Target mass influencer, these are the people that can talk about the brand and establish its authenticity. This will allow the brand awareness to grow through other influencers trusted networks.

Step two: Provide easy access to information about Bomber Burger for those interested in learning more about the brand. This establishes the brands authenticity and funnels them into step three.

Step three: Use the campaign to create engagement, we as individuals gain partnerships and friendships through engagement. The more engagement one has with another the stronger the bond between the two can become. This is where the bigger better burger challenge comes into play. The competition incentivizes the target audience to engage with the brand.

Step four: empower the target audience to take charge in their own competition for a better chance of winning. This allows the brand to tap into the trusted network of the target audience without directly promoting to them. This creates a stronger link between the target audience and it has the additional benefits of reaching a larger audience for no additional cost.

Step five: creates mass awareness by using traditional forms of media such as OOH (out of home) advertising to create mass awareness. In addition, PR releases would be sent out to the local news stations and papers letting them know about the bigger better event and that the proceeds would be going to the wounded vets. This creates mass awareness and creates interest in a larger audience they may fall outside of the target audience.

Step six: This is the conclusion of the brand awareness campaign. It is here where the brand establishes trust and authenticity with the community. By promoting the bigger better event and giving the proceeds to the wounded vets the brand gets to showcase their values and what they stand for all while offering a product to the target audience. This has the added benefit of reach outside of the target audience offering room for the brand to expand to a larger audience in the future if it decided to.

With the concepts in place I started formulating a strategy to build the brand awareness. The strategy utilizes the theory of social currency with a combination of self-interest, emotion and stories to trigger WOM (word of mouth) with varying levels of engagement.

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ASSET DEVELOPMENT

The development process was very similar to the logo development stages. Assets where chosen to best reflect the brand attributes while fulfilling the objectives of each step within the strategy. Multiple concepts for each asset where sketched to see which had the most promising chance of success.

After each of the assets where explored they went to the next level of development where revisions where made. Once revisions where made a final analysis was conducted to see how the assets would play out in a real word situation and how each of the steps could be tracked.

With the strategy outlined I started looking at the various forms of media that could be utilized to maximize each section. In order to maximize each step of the strategy multiple assets where crafted. This ensures each step could be maximized generating stronger results.

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Chapter 6Chapter 6Chapter 6The Solution

Phase 1: Influencers..................................40Phase 2: The Source................................42Phase 3: The Reason................................44Phase 4: Empowering..............................46Phase 5: Promoting &Advertising.. . . . . . . . . . . . . . . . . . . . . . . . . . . .48Phase 6: The Event...............................50Conclusion... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52

The influencer package is mailed out one week before the Bigger Better Burger Challenge begins. The package includes a special invite card, t-shirt and a top-level loyalty card. The invite card has a specific entry code to track the each of the individual influencers. This will help facilitate brand relationships with mass influencers while identifying those who are most likely to become brand ambassadors.

PHASE 1: INFLUENCERSThe first step the strategy is to target influencers, by targeting the influencers Bomber Burger will be able to gain access to a larger network of individuals. This in return will add a sense of authenticity to the messages and create additional messaging at little cost.

By tracking the influencer during the campaign we will be able to assess which of the influencers are best suited to promote the brand and promote the brand. This will help in managing costs of future campaigns and the current campaign, as we will be able to track specific changes in the campaign by influencer messaging.

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THE SOLUTIONBy identifying the key influencers in the local area Bomber Burger is able to maximize this campaign. This creates a network of influencers that will promote Bomber Burger at varying levels regardless of campaigns or specials, and creates a continual flow of mass awareness.

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Awareness Most of the competitors in the field do little in the way of PR and the ones that do utilize it for mass brand awareness instead of specific awareness.

It helps identify who the biggest influencers are. This will help for future PR releases.

It identifies influencers of the target audience and utilizes tribementality to increase awareness.

Objectives CompetitorsStrategies Target Audience

Foster brand ambassador relationships This has the additional benefits of creating brand ambassadors for the brand that the competitors do not have.

Helps create a network for distribution of information.

It promotes messages to various tribes of the same mindset.

Identify the strongest influencers. Utilizing influencers to market for stronger results and higher returns on future investments the brand makes.

Promotes the campaign and brand message through the influencers.

It creates awareness to perspective consumers so they can participate.

To make sure the project assets where maximized each section was broken down into separate categories. These sections below represent the objectives, the strategy behind it, how it differs from the competitor and how the target audience reacts.

The website works as the intermediary between the consumer and brand. With technology today it is important to provide the same information on various platforms. In order to do this and maximize the ROI the website was created to be responsive. This insures that regardless of the device used it would still have the same look and feel creating a unified feel across the various platforms.

PHASE 2: THE SOURCE

The website would be up and running before the influencer package is mailed out. This will help streamline possible participants into the competition. To increase the ROI, SEO and social media integration would be utilized to track the levels of engagment throughout the campaign. In addition, it will establish a sense of authenticity between the target audience and the brand.

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The second step was to create a sense of authenticity; this can be achieved in many ways. However, since Bomber Burger is not open 24/7 they needed a way to convey information to the audience wither they where open or not and the website was the best option.

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THE SOLUTIONCreating the website was a crucial part of the strategy, as it is the first thing people visit to find out more information. This helps facilitate access to current information and future releases. In addition, it also puts in on par with the national chains in the area.

Awareness Non-chain competitors or single location competitors have very basic websites and some do not have a website at all.

This will help stream line possible participants into the competition.

The target audience wants information. The website is the best way to give them that information.


Revenue generating possibilities and provide service to question 24/7.

It will put them on the same level of national chain competitors in the area and create a strong brand appearance.

Build a sense of trust and authenticity to the brand idenity.

The website will be the first interaction that a consumer would base its perception on.

Establish the brands authenticity. Very few competitor websites are responsive and are loosing out on customer interaction because of this.

Increase the effectiveness of the campaign through SEO and social media integration creating a stronger ROI.

It will give consumers additional avenues of information that can deepen their engagement with the bran, creating a stronger bond.


The Bigger Better Burger app is a web-based social media integrated application that works on various platforms to maximize its return. This allows the users on various platforms to build their own version of the perfect burger and share it on social media to be voted on. By giving consumers the option to participate they are effectively opening the first level of engagement.

This engagement increases as the consumers make more burger combinations and sign up for updates and tips. The app has the additional benefits of getting users to sign up, which can then be utilized later on to build a stronger psychographic map of the target audience improving future campaigns. In addition, after the campaign the app can be repurposed to provide calorie info and place orders.

PHASE 3: THE REASON

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Bomber Burger needed brand awareness; it needed to engage the target audience. In order to maximize the campaign the audience would have a chance to build their own version of the biggest and best Burger.

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THE SOLUTIONThe app does various things, it opens up engagement, it gathers detail information on the target audience, and it creates a visual trigger for the target audience. This helps foster a stronger relation ship with the brand and keeps the brand awareness going.

Awareness Most of the competitors in the field do little in the way of PR and the ones that do utilize it for mass brand awareness instead of specific awareness.

This is a key element of growing the brand awareness through customer engagement by giving them something that they can use.

The target audience loves burgers and the chance to make their own would be appealing to them.


It will allow for the tracking of special offers and allow the brand to get a clearer psychographic of the target audience.

There is no level of engagement of this level going on in the geographical area.

It Identifies who possible brand ambassadors could be and opens up a line of communication beyond the campaign for the brand to engage with.

The target audience is competitive and would jump for at a chance for bragging rights.

Creates a visual trigger for the consumer and deepens the engagement.

Small single locations competitors do have any apps.

It fosters a deeper engagement with the campaign and brand.

It will keep them up to date on what is happening and information.


The Participant Marketing Collateral allows the participants to take charge and promote their burger to improve their chances of winning. The tool would allow the participant to create their own marketing collateral assets, such as the timeline cover, which can be used on Facebook to promote online awareness or it can be utilized as a printable version to hang up at work or community boards.

This asset puts the brand in direct contact with the target audience and utilizes their trusted peer networks to create visual awareness for the brand identity. By empowering the target audience to spread their version of the perfect burger. Bomber Burger gets to sit back and watch the brand awareness grow at no extra cost to the brand.

PHASE 4: EMPOWERING

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The fourth part of the strategy is all about empowering the target audience. WOM (word of mouth) is known to be the best form of advertising. This is due to the trust of a person versus that of a brand. So in this phase we give the tools to the audience to spread the message.

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THE SOLUTIONBy creating various marketing options for the consumers to utilize with the Bomber Burger identity. The brand gets thousands of dollars of direct marketing for no additional cost further creating mass awareness for the brand, in addition to creating a stronger turn out for the event.

Awareness There is nothing like this going on in this geographical location.

This promote brand awareness through a more traditional sense.

It allows them to promote themselves, this plays into the social currency theory.


Increase Revenue It’s fostering the begging of a loyal tribe following that the competitors are still trying to develop.

Create brand ambassadors/ loyal fans. It will increases their chances of winning and provide entertainment.

Create influencer and tribe members. The marketing effort directly targets people who influence others to buy.

Further promotes the campaign by empowering the target audience to spread the campaign by word of mouth.

It deepens their engagement with the brand campaign.


PHASE 5: PROMOTING & ADVERTISING

The Marketing Collateral primarily relies on billboards as they have the highest message frequency among target audience and the geographic area. The billboard will work as a visual trigger reinforcing the brand and the event. The billboard would be up for a full month giving people an opportunity to still join the contest and promote their burger.

In addition, creating special press releases to the influencer for the event and aligning the press releases with the Wounded Vets to local new stations and papers. We will be able to showcase what the brand believes in and what they support. This will bring in a larger audience and cement Bomber Burger as a trusted brand.

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The fifth phase is all about using traditional forms of advertising to promote the event. In this phase billboards and printed material where created to inform the geographical audience of the event. This is also where public relations come into play.

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THE SOLUTIONTo insure the success of the event traditional forms of advertising where utilized to maximize the turn out. In addition, we will be able to track the capabilities of the influencer to promote the brand and create brand awareness on a larger geographical scale.

Awareness None of the competitors are promoting an event like this.

This leverages the brands values with social causes to show a brand that in it for the people.

The target audience likes to go out and this would inform them of something to do.


Establishes the brands authenticity. Very few competitors are truly leveraging their brand values in the market with social cause on this scale.

It increases WOM about the brand through various forms.

It lets them know they can make a difference, that they can have an impact on the commnity.

Gives the brand a larger recognition to create awarness and allows it to expand outside the target audience.

It will allow the brand to be placed on the same stage as the major corporations in the geograpical area.

It informs people that they have a valued opinion and can contribute.

It creates a strong tribe interaction by promoting the event.


PHASE 6: THE EVENT

The Bigger Better Burger event, this is the culmination of all the other efforts to gage the reach and success of the campaign. It puts participants in the middle of the action allowing them to engage with the brand and other participants fostering a tribe of brand followers all meeting to try the best burger. It pushes the bounds of a single target audience and lends the brands values

to a social cause that other like-minded individuals can get behind even it they are not into the same type of eating habits. In addition, even though every vote matters there will be a group of judges that are made up of the best influencers to build a stronger relationship to further convert them into brand ambassadors. The asset shown is what one of the tents would look like.

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The event offers that unique opportunity for the brand to engage with audience and community. It brings those who have been participating in the campaign together with a diverse audience that is interested in the event or in the social cause.

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THE SOLUTIONThe event offers the best evidence of the campaign efforts; by leveraging all the other assets to this one event we will be able to see the level of engagement and the level of interest in the brand. By creating a localized event the brand will have created a solid brand impression on the community.

Awareness It allows the consumer to have a direct choice about whats on the menu.

It focuses on social engagement to create a stronger bond between the brand and the target audience, in addition to the community it supports.

It gives the target audience something to do with friends and family around their interest.


Increase Revenues It puts the values of the brand front and center in the market place.

It allows for people to interact of the same mind set to foster a brand tribe.

It gives them a chance to vote make changes and difference.

Increase authenticity and generate a larger tribe

None of the competitors are doing events around their brand and a social cause.

It establishes the authenticity of the brand and its values.

It allows the target audience to enjoy themselves and be a participate in a competition.


CONCLUSION

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When starting this project I had already thought about what the deliverables would look like and how they would function in the real world. However, through months of research I slowly began acknowledging the issues of growing brand awareness. One of the hardest things that advertisers have is figuring out which half of the money spent was the right part and why the other half was wasted.

It is because of that single problem that made me rethink how traditional advertising was used for and how to maximize the results. Businesses are now more conservative than ever in how they spend their money to market their brands and products. They do not want to be told, “this is a great way to promote their brand

or products, and instead they simply want results”. This can cause a number of issues in the creative process, as limitations are put on the creativity to show something that has already been successful or has already presented a strong ROI. It is for this reason that traditional forms of branding need to be revised as simply washing and repeating in not a good idea for brands to participate in. Nor should brands think of marketing, advertising, or promoting the brand as a cost.

BRAND]ENGAGMENTInstead we have to shift the concept to brand engagement, it is the engagement that makes brands stronger. The campaign outlined in previous sections does exactly that. Each section of the campaign was specifically targeted to help create brand awareness and create avenues of engagement that can be utilized during the campaign and after the campaign.

These types of campaigns utilize various strategies to create mass awareness and engage the consumers. Each form of marketing has its benefits and its down falls. However, by using each form of marketing in unison with each other, it is possible to maximize the ROI.

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As we move closer and closer to the multi screen world where individuals are using technology more and more our attention spans have also shrank. Marketers are now starting to look at how long someone stays on a webpage versus how many views it has had. This has shown a stronger correlation to how the consumer views the brand or product that they are viewing.

By taking the focus away from how well one piece of advertising does and shifting it to how long the consumer engages with it, we can increase the ROI. In addition, by creating varying levels of awareness and engagement we can maximize the amount of time spent engaging with the brand. In return creating a stronger bond with the brand and improve the chance of creating a brand advocate or ambassador for the brand.

In closing, this project has demonstrated a path to increase brand awareness for Bomber Burger. By leveraging mass awareness and engagement opportunities. Bomber Burger will be able to grow a strong tribe like

following that will see more consumers. This will in return increase revenues and open up additional opportunities that the brand would not have had access to.

A special Thanks to the Professors at Full Sail University for allowing me the freedom to push my ideas and my peers for the feedback that made this work possible.

SincerelyJoe G.

References


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