TAYLOR WINGETJESSA BATESMIKE BRYANTVICTORIA LISOWSKI

Table of contents:

EXECUTIVE SUMMARY..........................................................1SITUATION ANALYSIS...........................................................2ADVERTISING PLAN..............................................................6STRATEGY.............................................................................14CREATIVE PLAN....................................................................17MEDIA PLAN........................................................................25 PROMOTIONAL PLAN..........................................................27

Executive Summary

SITUATION ANALYSIS

Category and Brand Background:The first In-N-Out opened in California in 1948 by Harry Snyder. Later that year, Harry and his wife turned In-N-Out into the first drive-thru burger-joint in California. Since the beginning, In-N-Out has been focused on having quality, fresh ingredients in every store. The meat is never frozen and the potatoes are cut for fries everyday in-store. This was because Harry Snyder wanted to make sure that every customer could taste the freshness that came with an In-N-Out burger. In-N-Out opened it’s 50th restau-rant in 1988. In 2005 the 200th location opened and by 2012 locations were open to California, Nevada, Arizona, Utah, and Texas.

Target Market: IN-N-OUT’s target market is anyone from the ages of 18-25 years-old who is looking to fill their empty stomachs with the best burgers, fries, and shakes out there. Eating at IN-N-OUT is a victory for the student in school or the hard working young adult, both of which have very busy schedules. Our audience is living

Campaign Strategy: Our research suggests our target audience is looking for the best on the go. They don’t associate IN-N-OUT with California, but with the best- the champion of burger places. Our strategy looks to exploit that fact of being the best, and remind people that every outing to IN-N-OUT is always supplemented with a victory- whether it be a full stomach or a good time with friends and family, IN-N-OUT is always comes out on top.

Creative Strategy: When approaching our creative strategy we really had to think outside of the box. How do you advertise for a product people already love? We quickly realized that our goal was to help people remember this love every time they make a decision to go out. To have the consistant idea of IN-N-OUT being the best. We did this through exploiting victories- whether small or large that lead to IN-N-OUT. Our campaign utilizes people of all kinds, in all situations, experiencing a victory. Whether it be large or small, any victory can be topped off with IN-N-OUT. After all, victory never tasted so good.

Promotion and Media Plan: An outing to IN-N-OUT is always a happy experience. No matter what time of year the sun is always shining at our restaurants. We decided to promote the sun and throw Regional Beach Parties- everywhere; in the deserts of Arizona to the mountains of Utah. DJ’s, free merchandise, and local sponsored events would all be provided at local amusement parks and water parks. In keeping with

IN-N-OUT standards all proceeds would go to giving back to their communities in improving lifestyles and immediate needs in the area. Ultimately, IN-N-OUT will be a noticeable part of the community in outdoor, indoor, print, and social ads.

life for now, responsibility will come but the moment is now. Quite simply- our audi-ence likes to have fun.

Brand Evaluation:In-N-Out provides fresh burgers, fries, and milk-shakes everyday. The employee uniforms are in the style of the ‘50s. Employees are expected to provide the best service possible for all customers. Many people have become brand loyal and hold In-N-Out Burger in extremely high regard. Many have said that In-N-Out reminds them of their childhood and of good memories with families and friends. Every time a new location opens people wait in huge lines waiting to be served the relatively simple menu of fries, shakes, and burgers. Even though they have to wait, people are excited to go. They love the service and the food, and nothing prevents brand loyal cus-tomers from going there. Customers see In-N-Out Burger as an exciting place to enjoy a burger in the company of friends and family. It is uncommon for a customer to leave unsatisfied and still hungry.

Statement of Problem:In-N-Out burger has many loyal customers that choose In-N-Out for quality, service, and price. The problem is that too few people associate In-N-Out Burger with excitement, or see it as the “cool place to be”. Our goal is to make the In-N-Out experience equal to the quality food that is served. Improving this relationship will increase brand awareness and positive attitudes toward In-N-Out.

Strengths: Quality. Their mission statement is, "From the first bite of your burger to your last french fry, quality is the most important ingredient of all at In-N-Out Burger." They're simple, only having a few menu items so that they can focus on quality. From our re-search, we found out people think they are fun, exciting, and a good place to go with friends. People associate good memories with In-N-Out and are almost always will-ing to go back. It has a strong image as a family restau-rant and people like it there.

Weaknesses: In-N-Out isn't very healthy, one small shake is 700 calories of sugar and fat. They are also always busy, which increases the wait time. People interviewed in our survey also showed a deep disdain for the California Dream and what it represented, and since In-N-Out is considered the “California Restaurant” this could harm their image.

S.W.O.T Analysis

Advertising Plan

Advertising objectives:1. To increase exposure of IN-N-OUT to our target market.2. To bring IN-N-OUT to the forefront of the fast-food industry and create a large base of brand-loyal customers out of our target market.

Threats: People don't like California, by associating too closely to one particular state, they won't be as popular in others. Other restaurants such as McDonald's or Burger King don't have the negative political conno-tations, as well as cheaper prices.

Opportunities: With a good campaign strategy, In-N-Out could increase it's image as a hang out zone for young adults. There isn't a lot of advertising going on for In-N-Out, by making the public more aware of the benefits of going to In-N-Out, such as the enjoyable atmosphere, quality, and general experience, then it would increase their sales and customer loyalty. In-N-Out also has the opportunity to make themselves “cool” to young people, by developing a good promotional plan they could increase their brand image to include more than just the California Dream.

Target Audience Analysis

Psychographics: Our target market is very busy. Whether or not they are students or just working, they have busy lives and a lot of things to occupy their time. They are often spontaneous, deciding to go out to a movie or go get something to eat late at night just for the fun of it. Many of our target audience don't really have an interest in making big decisions, they want what they want when they want it. They are the generation of “get it now” or “get it instantly.” With cell phones, facebook, email, and the internet, they aren't used to having to wait; and with their busy schedules, don't want to have to. They are also interested in having as much fun as they can. They have entered the age of adult hood, but don't have too much responsibility on their shoulders yet. They have some money, since most of them are working, and enjoy spending it on things that are fun. They aren't as concerned with im-age as high schoolers are, but they still want to look cool and go to the cool places. They want the very best, and they want to feel unique and original. They deal with a lot of challenges in their busy daily lives and often want to feel recognized for all the stuff they have to do.

Our target audience are age 18-25. These people include college students, recently graduated (high school or college), and those who are just working. These people span various personalities, schedules and lifestyles. Only a small percentage go to college, but many of them have jobs and have a bit of extra money on the side. Not many people within this age bracket have too much intense responsibility. They have the opportunity to go out with friends, stay late into the night and then go home without risking harm to anyone but themselves. Our age bracket is allowed to be a little irresponsible without getting into too much trouble for it. Responsibility will come later in life, but right now it’s time to enjoy life and its experiences. There are also some in our age bracket that are still living at home. These people, even though they are not entirely independent, are still within our target audience, because they still share the freedom of their peers. If the parents are allowing their children to remain in their homes then they can’t be too terribly strict with them. Our audience is inter-ested in getting out, enjoying life, and having a good time. They have obligations, but they are loose enough that it doesn’t restrict them from having fun.

Demographics:

5%7%

20%

7%

23%

20%

12%6%

Target Audience Self Identification

Hipster - 5%

Preppy - 7%

Nerdy - 20%

Gamer - 7%

Chill - 23%

Average Joe/Jane - 20%

Athletic - 12%

Workaholic - 6%

89%

11%

Friends/Family

Alone

53%

47%

Male to Female ratio

Male

Female

Going To IN-N-OUT

Lifestyle:

Geographics: Right now, the target market lives in California, Utah, Nevada, Arizona, and Texas. As In-N-Out expands Nationwide, they are most likely to live in the West, Northwest, East Coast, and Florida.

Product usage:Our research showed that the majority of our Target market eats out at least once a week. They pre-fer eating quality food over cheap and mediocre. But they love finding a deal. We found that about 95% of our target market who has gone to IN-N-OUT has gone back and had a positive experience.

Kyle is 22 years old. He wakes up at 9 and is in a rush because he’d slept in. De-spite this, he still finds the time to turn on his ipod and shower while jamming out to songs from the "Today's hits playlist" on Pandora. He throws on some clothes, scarfs down some cold cereal and rushes out the door. He gets to class just barely on time, rushing to his seat before the teach-er passes around the role. The test he had taken last week gets placed on his desk, a big B+ on the first page. He throws his arms up in triumph. Kyle is in class until 2 p.m., and when he finally gets out he has to rush to work. He works at Vivint, answering phones, though he doesn’t plan on staying there forever. It’s just a job that’ll help pay the bills until he can get his degree in electrical engi-neering. His boss approaches him, congratulating him on the hard work he’d been doing. To Kyle’s surprise, he receives a sales bonus. He is excited that his hard work has payed off and is eager to earn another bonus. The day is looking good! He gets off work at around 6:30, and rushes home to do some homework. He calls his girlfriend to tell her about his test and promotion. She congratu-lates him and suggests they do something to celebrate. Realizing that he is starving, Kyle suggests

they go to In-N-Out. by the time they get home, it’s 9 and he uses the remainder of the evening to cool down, he plays some games, watches something on Hulu and maybe tries to get a little more studying in. He is usually in bed by midnight.

53%34%

11%

2%

Fast food per week

0-1 time per week

2-3 times per week

4-5 times per week

6+ times per week

Competative Summary:

Strengths: Cheap. McDonald's has a lot of different choices and is always an easy decision. They're well known and they're open 24 hours.Weaknesses: Quality, McDonald's is notorious for having poor quality and tiny portions.Opportunities: promote In-N-Out's better quality and larger portions, and how much more fun and hip their atmosphere, rather than the dirty, grungy feeling of McDon-ald's.

Strengths: Better quality than McDonald's. Still very cheap. A family restaurant.Weaknesses: Still not as high quality as In-N-Out, and the food is more expensive than McDon-ald's.Opportunities: Again, Promote In-N-Out's better quality and their better menu. Instead of

Strengths: High quality. 5 Guys is prob-ably In-N-Out's greatest competitor. They have a very similar menu, and their burgers are delicious and so are their fries. Not super cheap, but the quality makes up for it.Weaknesses: More expensive. Very few menu items, only burgers and fries are usu-ally purchased there. Opportunities: Stress the funner

All of these indirect competitors offer fast food that is relatively cheap and easy for our target audience to get to. They provide food, but not necessarily the fun and exciting atmo-sphere that we are promoting for In-N-Out.

Indirect Competitors:

atmosphere at In-N-Out. Their menus and styles are so similar, it's important to make the public understand that In-N-Out is more fun and the better place to go.

having to choose between twenty items that look the same, pick between a few items that all taste great and are quality perfect.

Product Position:

Current:- a fun place to get burgers- a California Landmark- a place to celebrate- an excellent burger for a low price- a family tradition- something to shake up the normal/boring routine- a part of priceless memories

Desired:-the BEST place to get burgers- a place to celebrate any victory- just as exciting as winning a prestigious award- a place for everyone- everyone leaves with a smile- where you leave feeling like you conquered the world

Strategy:

Our secondary research shows that the In-N-Out restaurant chain values original home-made goodness. The first In-N-Out set the stage for old fashioned home cooked meals while the growth of the company has main-

Research Findings:

tained the same 50’s style burger joint.Consumers typically associate In-N-Out Burger with California and having a good time. Because the California aspect initially drew negative feeling toward In-N-Out we found that the new national reach of the burger shop will be moving away from the Californian lifestyle. Consumers like the qual-ity of In-N-Out as well as the quantity that you get for your money. Those surveyed responded pos-itively to the brand image of a fun and social fast food restaurant. The target market typically goes to In-N-Out with groups of friends or occasionally family members, rarely will they go alone, unless they plan on taking their meal home. Our market knows what is going on in the world, they know who is trending, whether they follow them or not is a different story, but above all they know what they like, fun and that is what In-N-Out is offering them.

Our target is motivated by anything socially inviting. Everyone enjoys the quality of In-N-Out and honestly you could get a good burger at a number of places but other fast food restaurants don’t offer a social atmosphere. Our market is also motivated by music and whatever their friends are doing, they want to be in the know of everything at all times.

Our market recognizes that In-N-Out makes burgers and so do many other places; but, what makes In-N-Out stand out is the atmosphere and the fun that they have there. Typically our market will go to In-N-Out when they are with friends and when they’re surrounded by their friends they are hav-ing a good time. They want a place to sit down, eat quality food with friends, and take a few minutes away from their busy lives.The target market values happiness, fun, and relaxing. In-N-Out offers a fun environment that allows it’s customers to relax and refill their happiness meter.

Key Insights and Motivations: Strategy Statement

For the young adventurous adult looking for more out of life, IN-N-OUT is the after party for anyone and everyone.

College aged young adults are very busy people that work or go to school all the time. They are really looking for something to mix up their schedules. They regularly participate in fun and social activities, but they are looking for something more out of these things. Our creative work will show how In-N-Out is used by an array of people to really spice up an activity that was good by itself, but adding a trip to In-N-Out made it the best it could possibly be.

Creative Strategy or Creative Concept

The overall tone of the creative work is one that appeals to the desire for excitement and fun. We will be comparing eating at In-N-Out to big exciting events in different people’s life to show what an amazing and fun experience it really is.

Tone and Manner of Advertisements

Pri

nt

Ad’s

Tagline:

Victory never tasted so good.

Outd

oor

Ads Broadcast Ad:

Story Board Cue “Hall of Frame” from the Script.

Simple acts of life are shown in differ-ent layouts.

“For every person...”

(continue to next page)

Alternative Ad

Tinder is a hot new app that has hit the market and gained a lot of followers in a short amount of time. The concept of Tinder looks at finding attractive people within a ten to fifty mile radius through a profile they have creted on the Tinder database. We decided to use Tinder as our alternative ad, not only because it is trending incredibly with our target market, but also because it allows young adults to connect to us in a way that is usually described as a victory. Finding, meeting, and talking to someone you are attracted to is considered a huge victory... why not include that victory concept to IN-N-OUT? IN-N-OUT is an incredbily attractive restaurant to everyone.

(continued from previous page)

“For every triumph..”

“Victory never tasted so good.”

Media Plan

In order to reach our target mar-ket we will utilize various mediums to increase the brand awareness of In-N-Out Burg-er, and all that it has to offer.Our media strat-egy is to imple-

T.V.: Our target market loves watching TV. Whether it’s the newest episode of The Big Bang Theory or catching last week’s episode of The Office on Hulu, television is the way that our target market keeps sane. They enjoy laughing and that’s why they turn on the TV. This is one of the best ways to reach our audience because they turn on the TV when there is nothing to do, and that’s always a great time to remember that they’re hungry. With a broadcast ad we will be able to show people what In-N-Out is all about and help them become loyal customers of the best burger joint around.Print: Our target market can usually be found keeping up with the latest trends in sports, or in pop-culture. We believe that the best way to reach our market through print is by advertising in magazines such as People Magazine and Sports Illustrated.Outdoor advertising: Our target market is typically doing something or going some-where, so we’ve decided that the best way to have the greatest reach is by advertising on bilboards because they are everywhere and give constant reminders of whatever it is that is being advertised.

Schedules:

Media Strategies:

ment a flighting schedule. We will advertise heavily in January, May, June, July, August, November, and December.

Budget Summary

Broadcast: 2 million

Social Media: .5 million

Outdoor: 1 million

Print: 1 million

Promotion: .5 million

Promotion:

Regional Beach Partyy

In inland locations where access to a beach is impossible, we will rent out a community rec center or a water park. Admission will be very cheap or free and we will have In-N-Out merchandise and food available for purchase. We will use whatever facilities are available which may include a lazy river, indoor surfing, sand/indoor volleyball, water slides, etc. Contests will be hosted and raffles for various In-N-Out apparel or food. All proceeds will be donated to the local city to develop/improve the facilities that our target market

Who doesn’t love a beach party? In-N-Out will sponsor a “beach party” in the city of each In-N-Out. In the coastal areas these parties will actually be on the beach, food will be provided by In-N-Out and In-N-Out apparel will be available for purchase. We will host contests, have raffles for free In-N-Out merchandise and food, live music/DJ, and all of the proceeds will be donated to local Parks and Recreation facilities. The intention of the donation is to help create better facilities and nicer parks where our market can enjoy beach volleyball, nice running/rollerblading tracks, and other outdoor activities such as frisbee golf and basketball courts.

Victory never tasted so good.

values. There will be photographers at this event and collages will be made at each In-N-Out from the event that happened in their area. This will ideally improve the personal connection that our target market has with In-N-Out.