Buffalo Wild Wings

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C A R S O N W I L L I A M S

G A B R I E L B R O W N

L A U R E N H A L L

T A Y L O R M O O R E

P A I G E B A H A M

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Secondary Research Summary

Primary Research Summary

Executive Summary

Target Audience

Creative Brief

Creative Strategy

Media Plan

Tv Script And Storyboard

Radio Script

Magazine Ad

Outdoor Ad

Digital Banner Ads

PR Overview

Events

Press Release

Media Advisory

Social Media Overview

Social Media

Below The Line Overview

Media Calendar & Budget

Measurement & Evaluation

Lisa grew up playing basketball and softball in school. While she is not a super sports fan, she still enjoys

watching games from time to time and cheering on local teams, like Orlando City, the Magic, and UCF. Her

parents are UCF alumni and her brother is a current student, so they frequently visit during football season. When

they come down, she is always searching for affordable deals at restaurants that everyone will like.

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Lisa will always choose quality over convenience, but she still likes to save a dollar when she can. After work, she

typically will eat at Chili’s, Miller’s Ale House, or wherever there’s a good deal on the day she’s trying to go. She

enjoys the sports bar atmosphere and is always down to have a couple beers. And when she’s not eating out, she’s

taking advantage of BOGO deals at Publix.

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Lisa enjoys hanging out with her friends and being active in her spare time. She goes on runs in the mornings and

participates in yoga with her sister on the weekends. When she’s not on-the-go, she’s watching old sitcoms, “The

Bachelor”, “The Biggest Loser”, and HGTV. Her dream is to flip houses someday, because she’s handy around the

house and has an eye for design.

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A social media butterfly, Lisa is active on Facebook, Instagram, Pinterest and Tinder. She uses Facebook and

Instagram to keep up with friends and Pinterest for DIY project inspiration. Tinder is a recent development for

her. She has had a couple of serious boyfriends in the past, but right now she just wants to meet people and have

fun.

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Lisa is a 29-year-old real estate agent who has made a name for

herself in the Central Florida area. She is a college graduate from

UCF and lives in an apartment in East Orlando. Friendly yet

competitive, she is a force to be reckoned with.

mr_if`=Rbi^qflkp=lsbRsfbt=lsbRsfbtW=Build awareness that Buffalo Wild Wings is the ultimate place to get together with friends, watch sports, drink beer and eat wings. To increase traffic and sales within each Buffalo Wild Wings location.

dlîpW==Increase awareness of Buffalo Wild Wings within the target demographic. Increase traffic by 150% on event days. Increase sales by 50% on event days.

pqR^qbdfbpW=Bring out the competitive side in the consumer with games and prizes. Provide a fun place for friends to get together with drink specials. Create an emotional appeal with ties to charity. Drive traffic to the restaurant with free wing promotion.

q^Rdbq=^rafbk`bW=Young professional women who are still interested in having a good time, and have a competitive side. They like sports, but wouldn’t think of Buffalo Wild Wings as their first choice when deciding where to eat with friends.

q^Rdbq=jbaf^W=Since the campaign is local, we will focus on pitching Orlando area publications, radio talk shows, and television stations. Our target audience is younger, so we will focus on getting the content shared across their social media platforms as well.

= J=il`î=ifcbpqvib=mr_if`^qflkp= Orlando Weekly Orlando Magazine Central Florida Lifestyle Edible Orlando

= J=Râfl=qîh=peltp= XL 106.7 Power 95.3 Mix 105.1

= J=qbibsfpflk=pq^qflkp== WESH WFTV News 6 News 13

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This event will take place only one time during the year. It is a charitable event in partnership with The Boys and Girls Club of Central Florida. Anyone who visits a Buffalo Wild Wings restaurant on November 2 will receive a free snack size of boneless or traditional wings. All other food proceeds will be donated to the Boys and Girls Club. At 8 p.m. on the night of the event, each location will host a Trivia competition with gift card prizes for the first, second and third place teams. The entry fee is $5 per team.

The Fuel Your Heart event is newsworthy because of the opportunity to get free wings and donate to a good cause. We expect this event to have the same emphasis as free pancake day at Ihop. It will increase traffic in all locations, and raise awareness of Buffalo Wild Wing’s charitable mission. The trivia component fits with our overall campaign message of having fun and promoting competition. It will be pitched to the media through press releases.

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This event will take place two times during the year, once over the summer, and once during college football season. It is a block party event held in the Buffalo Wild Wings parking lot at the UCF location. Attendance is free, however, outside food and drink will not be permitted. Event attendees will be encouraged to bring lawn chairs and bathing suits. There will be tournaments with prizes for beer pong, corn hole, and other games. Beer carts will be set up outside with drink specials, and waitresses will walk around to take orders for food. Johnny Magic from XL 106.7 will DJ and Paige from WWE will interact with fans.

The Fuel Your Competition event is newsworthy because of its well known celebrity appearances. The event will increase traffic and sales at the University location, and most importantly increase overall awareness of Buffalo Wild Wing’s fun atmosphere. The beer pong and other competitions fit with our overall campaign message of having fun and promoting competition. It will be pitched to the media through press releases and media advisories.

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Every Tuesday the restaurants will hold a trivia night. There will be free meal coupons for the winning teams. There will also be enticing drink specials throughout the hours of the competition.

The trivia night is designed to increase sales and traffic at each Buffalo Wild Wings location on a weekly basis. This event will spread through word-of-mouth and by promotion on our social media channels.

kÉïë=RÉäÉ~ëÉ=For Immediate Release For more information, Contact Lauren Hall (407) 365-7879 [email protected]

_ìÑÑ~äç=táäÇ=táåÖë=íç=Üçëí=ÅÜ~êáíó=íêáîá~=ÉîÉåí=ïáíÜ=ÑêÉÉ=ïáåÖë= ORLANDO, Fla. (Oct. 1, 2017) On Nov. 2, Buffalo Wild Wings will host a charitable event at all of its Central Florida locations. The event, titled Fuel Your Heart, will raise money for the Boys and Girls Club of Central Florida. All attendees will receive a free snack size of boneless or traditional wings, and all other proceeds will be donated to Boy and Girls Club.

Through its charitable mission TEAM UP FOR KIDS™, Buffalo Wild Wings and Boys and Girls Club of America work together to bring team sports into the lives of kids who need it most. “It’s an honor for us to partner with Boys and Girls Club of America,” said Orlando area franchise owner Andrew Gross. “Sports are a great way for kids to learn the importance of teamwork and dedication. Anything we can do to encourage children to be active is a win in our books.”

The free wings promotion will take place throughout the entire day, however the night of the event will feature a special trivia competition. The competition will begin at 8 p.m. and each team must pay a $5 entry fee. Each member of the first place team will receive a $50 Buffalo Wild Wings gift card. The second place team members will each receive a $25 gift card and the third place team members will each receive a $10 gift card. In addition to trivia, the Buffalo Wild Wings mascot Blazin Bill will hand out free Buffalo Wild Wings merchandise and take pictures with fans.

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For more than 100 years, Boys & Girls Clubs of America (dêÉ~ícìíìêÉëKçêÖ) has enabled young people most in need to achieve great futures as productive, caring, responsible citizens. Today, more than 4,100 Clubs serve nearly 4 million young people annually through Club membership and community outreach. They provide a safe place, caring adult mentors, fun, friendship, and high-impact youth development programs on a daily basis during critical non-school hours. Priority programs emphasize academic success, good character and citizenship, and healthy lifestyles. In a Harris Survey of alumni, 54 percent said the Club saved their lives. National headquarters are located in Atlanta. Learn more at ÜííéWLLïïïKÄÖÅ~KçêÖLÑ~ÅÉÄççâ and ÜííéWLLÄÖÅ~KçêÖLíïáííÉê.

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Buffalo Wild Wings, Inc., founded in 1982, is a restaurant known for its 21 mouth-watering signature sauces and New York-style chicken wings. Guests enjoy a welcoming neighborhood atmosphere that includes an extensive multi-media system for watching their favorite sporting events. Buffalo Wild Wings is the recipient of hundreds of "Best Wings" and "Best Sports Bar" awards from across the country. There are currently more than 1,130 Buffalo Wild Wings locations.

Though its charitable mission TEAM UP FOR KIDS™, Buffalo Wild Wings has teamed with Boys & Girls Club of America (BGCA) to help thousands of kids play on sports teams each year. With your help, Buffalo Wild Wings has committed to donating and raising $15 million for BGCA by 2018. To learn more visit ïïïKÄìÑÑ~äçïáäÇïáåÖëKÅçãLÖáîáåÖK

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jÉÇá~=^Çîáëçêó=For immediate release

_ìÑÑ~äç=táäÇ=táåÖë=íç=Üçëí=ÄäçÅâ=é~êíó=ÑÉ~íìêáåÖ=m~áÖÉ=Ñêçã=ttb= te^qW==The University of Central Florida Buffalo Wild Wings location will hold a parking lot block party event called “Fuel your Competition,” featuring Paige from World Wrestling Entertainment (WWE). The event will include beer pong and corn hole competitions with giftcard prizes for first, second and third place. Outside beer carts will feature drink specials and waitresses will walk around to take food orders. Attendees are encouraged to bring chairs, bathing suits and a desire to have fun. Admission is free, however outside food and beverage is not permitted. tebkW Saturday, June 11, 2016 - 11:30 a.m. - 5 p.m. tebRbW=Buffalo Wild Wings 11400 University Blvd. Orlando, Fla. 32817 telW==Buffalo Wild Wings, founded in 1982, is a restaurant known for its 21 mouth-watering signature sauces and New York-style chicken wings. Guests enjoy a welcoming neighborhood atmosphere that includes an extensive multi-media system for watching their favorite sporting events. Buffalo Wild Wings is the recipient of hundreds of "Best Wings" and "Best Sports Bar" awards from across the country. There are currently more than 1,130 Buffalo Wild Wings locations. sfpr^ipW==During the block party you’ll see: • The Buffalo Wild Wings parking lot converted to a block party with outdoor seating • Paige from WWE interacting and partying with fans. • Beer pong and corn hole teams getting competitive to win prizes. • Friends sitting around in their lawn chairs, laughing and enjoying their weekend. • The Buffalo Wild Wings Mascot, Blazin Bill, handing out merchandise and taking pictures with

fans. • Beer carts with drink specials and waitresses bringing food out to happy party-goers.

jbaf^=`lkq^`q= Lauren Hall Buffalo Wild Wings Public Relations Department Email: [email protected] Phone: (407) 304-7560

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`ifbkq: Buffalo Wild Wings = a^qbW 3/29/16 abp`: :60 Radio “Lets Get Ready to Rumble”

SFX:

SPORTS ANNCR 1:

SFX:

SPORTS ANNCR 1:

SPORTS ANNCR 2:

SPORTS ANNCR 1:

SFX:

REGULAR ANNCR:

Background noises of people in a Buffalo Wild Wings location.

LET’S GET READY TO RUMMMMMBLEEE.

Good evening and welcome to tonight’s match that is sure to be classic. In the red chair, weighing in at none of your business, Miss Sara Saucie!

And on the table, weighing in at 11 ounces, 17-time world Flavorweight champion, Buffalo – The Wild Wing – Menuuuu.

Bell rings to start the match

Oh man this is going to be a good one- you can hear how fired up the crowd is already.

Yeah I’m sure this one will come down to the wire. Saucie is known for choosing the signature honey BQQ wings. But can she make the choice she needs?

Ohhh! Afraid not Tom. Saucie just got slammed with menu variety. With over 20 different wing flavors, both traditional and boneless, as well as burgers and salads, how could she pick just one?

Music under ANNCR

Buffalo Wild Wings: Fuel Your Fun

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`ifbkq: Buffalo Wild Wings = a^qbW 3/29/16 abp`: :60 Radio “Flag On The Play” spot

SFX:

SPORTS ANNCR:

WAITER:

SPORTS ANNCR:

SFX:

ANNCR:

Background noises of people in a Buffalo Wild Wings location.

It’s a close game here tonight at Buffalo Wild Wings.

It’s our home team – the menu – versus away opponent Sara Saucie, and at this point, it’s pretty neck and neck.

Will Saucie fall back to her old favorite – honey BBQ wings? Or will she spice things up on a trick play?

Its getting down to the wire as the waitress approaches the table.

She calls out for the blazin’ hot wings. The crowd is on their feet! Nobody saw this coming. How will the home team react to this one?

“So do you want those boneless or traditional?”

Oh no. Saucie is speechless. The crowd is stunned. No one was expecting that. Wait, what’s that?

There’s a flag on the play. Delay of order. And just like that it’s over.

She’s gonna feel that loss in the morning.

Music under ANNCR

Buffalo Wild Wings: Fuel Your Fun

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`ifbkq: Buffalo Wild Wings = a^qbW 3/29/16 abp`: :60 TV “Team Mild vs Team Spicy” spot

Image of Buffalo Wild Wings from the outside (like a stadium shot)

Same image of the outside, just zooming in to get closer to the building

Show two teams sitting inside at their tables. Focus on first team.

Focus on Second team.

Close up shot of the championship trophy.

Shows food being delivered eaten.

Close up on mouth of wings being eaten.

Team Spicy pouring sauce on the other team’s wings.

People from Team Mild screaming.

Team mild throwing their wings at the other team, hitting someone in the eye and knocking them out.

Slow-Mo replay of wing hitting the eye.

Wings flying through the room. Casters having to duck to dodge a wing bone.

Fade to LOGO VO: Good evening ladies and gentleman, we’re here at Buffalo Wild Wings tonight for the big game.

VO: You can feel the electricity in the air tonight Tom.

VO: Sure can Brett. There’s been a lot of trash talk between these two teams.

VO: No kidding. Both teams are hungry for a victory.

VO: But only one team can be crowned the flavorweight champions. Will it be team mild? Or team spicy?

VO: We’ll have to see Tom as the Wingoff is now underway ad these tow teams are already fighting tooth….

VO: And nail.

VO: Ohhh! Team spicy slipped some Blazin’ sauce onto Team Mild’s wings.

VO: That’s a lot of screaming Tom!

VO: You bet Brett. Team Mild is not having it. They’ve began to fight back by throwing bones at their opponents. Ohh right in the eyes!

VO: How did the officials miss that one? That was a clear foul that went unnoticed.

VO: That’s what its all about Brett. Now this is what I call a game. Watch out!

VO: Buffalo Wild Wings – Fuel Your Fun

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`ifbkq: Buffalo Wild Wings = a^qbW 3/29/16 abp`: :30 TV “March Madness” spot

Two men standing talking to each other, dressed. One is dressed in a jersey while the other is dressed in a suit. Close up of Brett.

Pans out to show both men, though Tom (who was in the suit) is now dressed in green St. Patty’s day attire.

Brett looks confused and it pans back to him talking about what he’s saying.

Pans back out to show Tom dressed as the sun and changing an alarm clock.

Shows Brett again explaining what he was talking about. Then he stops and looks confused at Tom.

Tom is dressed up as a giant bunny (to signify Easter)

Brett looks to the side with a feeling of giving up.

Fade to LOGO with “March Madness” written on screen as well

VO: March is finally here. Are you excited about the upcoming event Tom?

VO: Sure am Brett. I’ve really been practicing my Irish accent.

VO: Uh I was actually talking about that giant event that starts in March and lasts for over a month.

VO: Oh that’s right. Thanks for reminding me. Almost forgot to set my clock forward.

VO: Tom…I’m talking about March Madness. It’s the biggest sporting event BWW has to offer for its sports fans. Are…. You dressed as a bunny?

VO: Does this costume make my ears look big?

VO: right….


pl`f^i=jbaf^=lsbRsfbt=With more than 12 million likes on Facebook, and 663 thousand followers on Twitter, we believe Buffalo Wild Wings already has a strong online presence. However, we feel BWW social media is lacking a local connection to its customers. We propose to create specific Central Florida BWW social media pages, with content that is more relevant to the area.

We have also evaluated the BWW app, B-Dubs. The app, while well designed, is lacking key functionality that drives sales and encourages customer loyalty. The app currently features a store locator and an online menu. The online ordering feature is hidden until you choose a store location. We propose adding an “Order” button at the bottom of the app to increase mobile ordering visibility. In addition, we would add a “My Stats” button to keep track of customers trivia scores. Once a customer logs in with their email and password, they will have access to all of their past trivia records. This will also provide us with a way to collect loyal customer’s email addresses.

c^`b_llh=• Page Title: Buffalo Wild Wings Central Florida • Profile Picture: BWW Logo • Cover Photo: University of Central Florida (UCF) Fans at a local BWW • Posts would vary to cover different aspects of Central Florida such as theme parks, beaches,

UCF, and more. • Posts would also promote Trivia Nights, Fuel Your Heart and Fuel Your Competition. • One post per week will be sponsored. Each post will reach around 30,000 members of our

target audience.

qtfqqbR=• Twitter handle: @BWWingsCFL • Profile photo and header photo will follow the same format as Facebook • Posts would contain the hashtags #BWWingsCFL

fkpq^dR^j=• Username: @BWWingsCFL • Profile photo will be the BWW Logo • Posts will have an emphasis on showcasing the actual food and drink items. • Posts will also promote events such as the Fuel Your Competition Block Party • Contests will be held

pk^m`e^q=• Username: @BWWingsCFL • Snaps will feature a bartender showing customers how to make signature Buffalo Wild Wings

cocktails • Posts will also showcase people getting intensely competitive in Tuesday Night Trivia

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Buffalo Wild Wings, founded in 1982, is a restaurant known for its 21 mouth-watering signature sauces and New York-style chicken wings. Guests enjoy a welcoming neighborhood atmosphere that includes an extensive multi-media system for watching their favorite sporting events. Buffalo Wild Wings is the recipient of hundreds of "Best Wings" and "Best Sports Bar" awards from across the country. There are currently more than 1,130 Buffalo Wild Wings locations.

Buffalo Wild Wings has tasked DYNAMIK with the challenge of creating awareness of these values in the Central Florida area, all while bringing additional revenue to the brand. The brand has a loyal customer base of male sports fans, but DYNAMIK sees promise in reaching those who have been previously underserved in its promotional efforts. After extensive research and consideration, DYNAMIK is proposing an integrated marketing campaign targeted to women who love sports bars but don’t consider Buffalo Wild Wings as their first choice for a fun night out. Our goal is to position Buffalo Wild Wings as the ultimate place to get together with friends, watch sports, drink beer and eat wings.

`^jm^fdk=l_gb`qfsbp=• Increase sales within each Buffalo Wild Wings location in Central Florida area by 15%

• Increase foot traffic within each Buffalo Wild Wings location in Central Florida area by 15%

• Build awareness that Buffalo Wild Wings is the ultimate place to get together with friends, watch sports, drink beer and eat wings

`^jm^fdk=pqR^qbdv=Insight: Women don’t consider Buffalo Wild Wings as a restaurant option because it’s typically marketed to men.

Our campaign targets older Millennial women ages 26 to 32 who are fun loving and competitive.

Together with Buffalo Wild Wings, we will embark on a year long integrated marketing campaign that emphasizes all that Buffalo Wild Wings has to offer our target audience: food, drinks, entertainment, events and charity efforts.

We will use advertising, public relations, social media, events and guerrilla marketing to drive sales and create buzz around the brand.

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fkpfdeqW=Women typically do not consider restaurants that are marketed toward men.

q^phW=We want to convince our target consumer Lisa that going to Buffalo Wild Wings is a guarantee that

she will have a good time. Whether she’s entertaining her family for UCF game day or needing a drink after a long day at work, she can always count on Buffalo Wild Wings to have what she needs.

`^jm^fdkW=“Fuel Your Fun” is a year-long campaign that positions Buffalo Wild Wings as the ultimate place to

get together with friends, watch sports, drink beer and eat wings. Funny, energetic, and bold, we will be using the theme of competition as a running thread throughout this campaign.

Never one to turn down a beer with a friend, our target consumer Lisa is lively, extroverted and ambitious. She appreciates sports, having spent much of her childhood going from basketball practice to softball practice. But her real reason for going to sports bars is the festive atmosphere. Lisa loves

the energy that comes with trivia happy hours and Monday Night Football, so she is the perfect customer for Buffalo Wild Wings. However, Buffalo Wild Wings is not her first choice in restaurants,

because the brand has traditionally been marketed to men.

bub`rqflkW=This campaign stays true to Buffalo Wild Wings’ conversational and irreverent brand voice to get its

message across. In our effort to target women, we were very careful not to steer away from the core of the business, which is “Wings. Beer. Sports.” We didn’t want to alienate current customers or stray from what has made the restaurant popular. Therefore, the campaign highlights different aspects of the restaurant experience, including ones that are not typically shown in its advertising. By using

well-known sports phrases in an announcer voice, we are able to stay true to the brand, and still relate to our target audience’s competitive and fun-loving nature.

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qs=Our target consumer enjoys watching TV after coming home from a long work day. As an audio/visual advertising medium, we have chosen this platform to show humorous situations that happen in the restaurant. Ads will be aired Monday through Friday during prime time (8 p.m. to 11:00 p.m.), as well as Saturday and Sunday during early fringe hours (4:30 p.m. to 7:30 p.m.) Each spot will broadcast in the Orlando-Daytona Beach-Melbourne DMA. Local affiliate channels to be utilized include WFTV, WESH and WKMG.

R^afl=Our target consumer spends multiple hours driving each week. Radio as a medium allows us to reach a specific demographic during peak listening hours. Ads will be aired Monday through Friday during morning drive (6 a.m. to 10 a.m.) and afternoon drive (3 p.m. to 7 p.m.). Each spot will be 60 seconds and broadcast in the Orlando-Kissimmee-Sanford MSA. Local stations to be utilized include XL 106.7, Mix 105.1 and Magic 107.7. These are top 40 and adult contemporary stations that will reach our target audience of older Millennial women.

lrqallR=Since our target consumer travels for work often, there is potential for great visibility of billboards along major transit routes. Ads will be placed in customized locations, such as I-4, SR 408, Florida Turnpike, and high-traffic roads, like E. Colonial, that are in close proximity to Buffalo Wild Wings restaurants.

afdfq^i=Our target consumer is extremely tech savvy and uses web browsing in her daily routine. Banner ads will be featured on websites likely to be visited frequently. This medium will help build brand awareness and drive further interest. By clicking on the banner, the consumer will be directed to the landing page where more information about locations and trivia night can be conveniently accessed.

j^d^wfkb=Our target consumer enjoys the leisure of reading local magazines in the morning before work to keep up with her neighborhood. By using magazines as a medium, content can appeal to a large group of people within a particular area. Ads will be represented as full page, full color print in local Central Florida publications such as Orlando Weekly and Orlando Magazine.

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Ads will target women who are competitive and fun but think that Buffalo Wild Wings is only for guys who religiously watch sports. A humorous depiction of the brand as a place for entertainment will convince them to visit Buffalo Wild Wings.

^asbRqfpfkd=mi^k= ^ÇîÉêíáëáåÖ=`Ü~ääÉåÖÉW Women don’t consider Buffalo Wild Wings as a restaurant option because it’s typically marketed to men. ^ÇîÉêíáëáåÖ=lÄàÉÅíáîÉW To position Buffalo Wild Wings as the ultimate place to get together with friends, watch sports, drink beer and eat wings. q~êÖÉí=`çåëìãÉêW Women 25-34 who live in Central Florida and have professional careers.

`çãéÉíáíáçåW= · Direct: Chili’s, Miller’s Ale House, Applebee’s, Bar Louie · Indirect: Wine night at a friend’s house, watching streaming TV, going on dates hÉó=`çåëìãÉê=_ÉåÉÑáíW Buffalo Wild Wings is a sports bar, that in addition to quality food, offers a fun and inviting atmosphere for women and men alike. qçåÉ=pí~íÉãÉåíW bold, playful, irreverent, energetic, conversational

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Unique, diverse flavor BWW proudly offers over 20 signature sauces and dry seasonings to enhance the variety of their boneless and traditional wings. This serves to complement their current branding strategy of “Wings. Beer. Sports.” and is a key driver for their fan base. Wing facts: BWW sold more than 1 billion traditional and boneless wings in 2011. BWW sells an average of 21 million traditional and boneless wings each week. On Super Bowl Sunday 2012, BWW served more than 7.7 million traditional and boneless wings.

Association with sports The notoriety of BWW as a sports bar has helped build a frequent and loyal fan base. With more than 30 flat screen TVs and endless games, the competitive atmosphere charges sports enthusiasts and becomes a home away from home for every fan.

Widespread national presence There are currently more than 840 locations across 48 states in the U.S. and Canada. BWW is also the recipient of hundreds of awards, including “Best Wings” and “Best Sports Bar,” which have helped establish their reputation in the food and beverage industry.

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High fat, high calorie food BWW champions their wings and beer, neither of which screams “health.” This may be a deterrent for many people who try to avoid the temptation of unhealthy consumption habits.

Restrictive concept and theme The positioning of BWW as a sports bar can be considered both a strength and a weakness. While many fans already rally their support, others may overlook the quality of products and services due to the perception attached to the brand.

Strengths • Unique, diverse flavor • Association with sports • Widespread national presence

Weaknesses • High fat, high calorie food • Restrictive concept and theme

Opportunities• Explore new markets• Introduce more menu variety

Threats• Strong presence of competition• Change in consumer lifestyles and attitudes

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Explore new markets Although BWW has a strong existing presence within the U.S. and Canada, there is further potential for expansion. CEO Sally Smith plans to establish 1,500 restaurants across North America in the next five to seven years. International expansion was announced in 2012 for developing markets in Puerto Rico and the Middle East.

Introduce more menu variety BWW strives to create a menu suited to the tastes of every fan. However, limited options exist for those seeking more wholesome, less saturated food. By adding onto the current list of offerings to include natural and organic ingredients, there will be better opportunity for growth.

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Strong presence of competition There are several sports- themed bars and restaurants in the local region that may affect consumer decision to visit BWW. Among these include, but are not limited to: Gator’s Dockside, Miller’s Ale House, Duffy’s Sports Grill, Hooters, T.G.I. Friday’sF., Applebee’s, Chili’s, WingHouse and Wing Zone.

Change in consumer lifestyles and attitudes Among an increasingly health conscious society, it may be a challenge to appeal to certain target audiences. Menu options to accommodate diet restrictions such as vegetarian, vegan and gluten-free should be introduced and promoted to overcome this obstacle.

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Buffalo Wild Wings https://www.buffalowildwings.com/Global/Fact%20Sheet%20Updated%208%2029%20Final.pdf

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• There will be a basketball hoop on the back of the truck.

• The truck will travel to populated areas where people work such as Downtown Orlando.

• The truck will sell mini sized portions of BWW fries, wings and beer.

• A few tables will be set up by the food truck for customers to sit at and watch others play basketball.

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• Distribute Mini BWW themed basketball hoops to local offices.

• Hoops will create brand awareness and keep it top of mind.

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• We plan to create a profile on Tinder for Buffalo Wild Wings.

• The profile is clever and funny.

• BWW will “swipe right” and match themselves up with everyone

• When someone matches with BWW, we will say a cheesy pickup line, and then give them a link to a one time use coupon.

• The idea is a “buy you a drink” mentality.

This idea is perfect for Buffalo Wild Wings because they have a humorous brand voice. It is inexpensive and will drive sales (coupon) and increase awareness (media coverage and general visibility).

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Because our “Fuel Your Fun” campaign targets the young working professional, we wanted to bring fun to the workplace with our guerrilla marketing strategy. We’ve generated two unique office themed ideas and one social media idea that will promote and bring awareness to the brand. These strategies will result in additional media coverage for BWW.

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To increase sales at each Buffalo Wild Wings location in Central Florida by 15%

Revenue Comparing sales from each Buffalo Wild Wings location in Central Florida

• Before the campaign • Monthly throughout

the campaign • After the campaign

To increase foot traffic at each Buffalo Wild Wings location in Central Florida by 15%

Unique visitors Number of unique diners, broken out by: • Time of day • Time of week • Size of dining party

• Before the campaign • Monthly throughout


To build awareness that Buffalo Wild Wings has the ultimate restaurant experience

Brand awareness Conducting focus groups that evaluate: • Brand awareness • Brand consideration • Brand experiences • Attitudes toward advertising

• Before the campaign • Quarterly throughout


Event participation

• Attendance numbers • Post-survey feedback • Social media engagement •

• Per event

Local news coverage

• Press releases and media advisories sent to relevant news outlets

• Press invitations to guerilla marketing events

• Per event

Social media engagement

• Likes on Facebook page • Followers on Instagram and

Twitter pages • Campaign hashtag

monitoring: #TriviaTuesday, #BWWingsCFL

• Weekly throughout the campaign

• Special attention given to spikes that occur during events and media air-time

Mobile app engagement

• Number of B-Dubs app downloads

• Number of mobile orders • Revenue from mobile orders

• Quarterly throughout the campaign

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For our focus group, we had 149 respondents comprised of 111 females and 38 males. Approximately 62% of the respondents were between 25 to 34 years old. Half of the respondents had graduated from college and are working a full-time job. Only 29% of those surveyed had eaten at a Buffalo Wild Wings in the last 3 months. When choosing a restaurant, 83% of respondents said they consider menu variety, 70% said they consider quality of food and 63% said they consider events and entertainment. Of those surveyed, the most popular choices for restaurants include Chili’s (43%), Miller’s Ale House (38%) and Buffalo Wild Wings (29%). When how often they go to sports bars specifically to watch games, 32% of respondents said “never.” However, majority of respondents said that when they do go to a sports bar, they go with friends over any other group of people. The most popular sports to watch regularly were football, basketball, soccer and baseball. When asked about corporate social responsibility, 84% of respondents said they appreciated when restaurants did charity events. When asked what they liked about Buffalo Wild Wings, the most popular answers were wings, beer selection, sauce variety, and atmosphere. When asked what they didn’t like about Buffalo Wild Wings, the most popular answers were lack of menu variety, lack of specials and a focus on men. When we asked what would make them more likely to go to Buffalo Wild Wings, the respondents said more coupons or specials, more menu variety, more events and an increased focus on women.

`lk`irpflk= Because majority of our respondents were women, we plan to target the campaign towards them. We found that Buffalo Wild Wings was undeserving its female customers in terms of advertising, and they noticed this as well. We found that only 29% of those surveyed had gone to a buffalo Wild Wings in the last 3 months. We believe with an increased focus on women in our campaign, they will be just as likely as men to choose Buffalo Wild Wings as their restaurant of choice. We plan to focus on older millennial women, ideally between the ages of 25 to 34, as they have income and were the most likely to go to a Buffalo Wild Wings with friends. The most important factors in choosing a restaurant for our target audience are menu variety, quality of food, events and entertainment. For these reasons, we plan to focus our campaign on what Buffalo Wild Wings has to offer other than sports. Our target audience wants more specials, more events, and more menu variety. With our strategy we will bring awareness to Buffalo Wild Wings already existing menu variety that we believe the target audience doesn’t know about. We will also promote the brand as a place to hang out with friends through new events and less emphasis on watching games.

VO: Good evening

ladies and

gentleman, we’re

here at Buffalo

Wild Wings tonight

for the big game.

VO: You can feel the electricity in the air tonight Tom.

VO: Sure can Brett.

There’s been a lot of

trash talk between

these two teams.

VO: No kidding. Both

teams are hungry for

a victory.

VO: But only one

team can be crowned

the flavorweight

champions. Will it be

team mild? Or team

spicy?

VO: We’ll have to see

Tom as the Wingoff

is now underway as

these two teams are

already fighting

tooth....

VO: And nail.

VO: Ohhh! Team spicy slipped some Blazin’ sauce onto Team Mild’s wings.

VO: That’s a lot of screaming Tom!

VO: You bet Brett. Team

Mild is not having it.

They’ve began to fight

back by throwing bones

at their opponents. Ohh

right in the eyes!

VO: How did the officials

miss that one? That was

a clear foul that went

unnoticed.

VO: That’s what its all about Brett. Now this is what I call a game. Watch out!


qs=pqlRv_l^RaW=Team Mild vs Team Spicy

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VO: March is

finally here. Are

you excited about

the upcoming

event Tom?

VO: Sure am Brett. I’ve really been practicing my Irish accent.

VO: Uh I was actually

talking about that

giant event that

starts in March and

lasts for over a

month.

VO: Oh that’s right.

Thanks for

reminding me.

Almost forgot to

set my clock

forward.

VO: Tom...I’m talking

about March

Madness. It’s the

biggest sporting

event BWW has to

offer for its sports

fans. Are.... You

dressed as a bunny?

VO: Does this costume make my ears look big?

VO: right....VO: Buffalo Wild Wings – Fuel Your Fun

qs=pqlRv_l^RaW=March Madness

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Buffalo Wild Wings

Career

Transcript of Buffalo Wild Wings