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Advertising Campaign

JB 4623 Spring 2009 NOUVEAU Creative


Lauren Hawkins: Research, Promotions and Creative Marie Kadavy: Research, Media, Promotions and Public Relations Ashley Powell: Research, Project Manager and Recorder Grant Standridge: Research and Creative Sarah Summers: Research, Media and Budget

Nouveau Creative’s goal is to effectively introduce the White Castle brand into the Oklahoma fast food market. Because ours is an introductory advertising campaign, we are going to take White Castle back to its roots using a nostalgic theme and executions. Using a housewife figure as the spokeswoman, we will highlight the unique taste of the onion burger and low price of its menu items. When you get hungry, visit White Castle and

See what’s cookin’.

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Intro……………………………………………………….…………i Situation Analysis…………………………………………………....4 Research………………………………………………….…………8 Problems & Opportunities……………………………..…………....12 Marketing Strategy………………………………………………...13 Media………………………………………………………………14 Creative Strategy…………………………………………………..21 Creative Executions……………..…………………………………..22 Sales Promotions & Public Relations………………………………...24 Budget……………………………………………….……………...29 Wrap-up…………………………………………………………....30 Sources…………………………………….………………………..31


Client/ Product

Product Evaluation White Castle is a fast food chain in the Northeast and Midwest that is most known for its Signature Slyder. Its unique onion burgers are steam grilled and two-and-a-half inches square. French fries and dairy desserts are also included on the menu. The standard store is instantly recognizable, resembling a white castle, and is open 24 hours a day. Opening in Wichita, Kansas in 1921, White Castle was the first fast food hamburger chain. Current headquarters are located in Columbus, Ohio.1 Sales History In 2008, White Castle sold more than 500 million Slyders.1 Product Distribution There are 392 White Castle restaurants in the following 11 states: Illinois, Indiana, Kentucky, Michigan, Minnesota, Missouri, New Jersey, New York, Ohio, Tennessee and Wisconsin. The fast food chain is privately owned and operated by White Castle System and does not practice franchising. White Castle was the first frozen fast food available in retail locations, now available in grocery stores in 39 states. Seven Oklahoma retailers carry White Castle’s burgers.1 Marketing and Advertising History The history of White Castle’s advertising has been inventive and ahead of its time. White Castle’s clean white exterior and stainless steel interiors stemmed from its goal to change the public’s opinion of fast food restaurants. The public was afraid to eat beef in the 1920s due to the publication of the 1906 novel, “The Jungle,” which exploited poor meat sanitation practices. This clean and classic design is still a part of White Castle’s signature look today.

In 1931, White Castle became the first fast food restaurant to advertise in a newspaper; the quarter page ad included a coupon offering five hamburgers for a dime. During this time period, White Castle targeted housewives with its low price, coining the slogan ‘Buy ‘em by the sack.’ White Castle’s slogan changed on its anniversary in 1991 to ‘After 70 years, it’s like nothing else. Nothing.’ In 1994 they launched the campaign ‘What you Crave’. The Crave campaign features humorous advertisements on TV and radio that portray individuals suffering from “the crave,” an ailment that can only be satisfied by getting their fill of White Castle Slyders.1

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The Competition

Number of locations in each market within a five-mile radius of proposed stores: Stillwater Norman Tulsa OKC Edmond McDonald’s 2 10 15 18 11 Carl’s Jr. 1 1 1 3 1 Whataburger 1 0 4 8 1 Sonic 2 9 14 18 10 Braum’s 2 5 11 9 6 Wendy’s 1 1 8 7 1 Burger King 1 5 5 6 3 McDonald’s McDonald’s has more than 30,000 locations in operation worldwide. Its unique appeal is due in part to fast service and tasty menu items. Many McDonald’s locations are open 24 hours, and it offers the same “basic” menu items as White Castle, such as burgers and fries. A burger at McDonald’s costs between $1 and $4, as opposed to White Castle’s costing less than $1. McDonald’s uses a broad range of advertising media, spending more than $2 billion annually in this department.2

Burger King Burger King is now the second largest fast food hamburger chain in the world with 11,200 restaurants in 50 states and 69 countries, owned both by the company and independent franchisees. In 2007, Burger King’s revenue notched a record high of $2.234 billion. Burger King has recently introduced Burger Shots, which are similar to White Castle Slyders in size and price. Burger King also offers chicken fries which are similar to White Castle’s chicken rings. Other than the Burger Shots, Burger King’s menu items are generally more expensive than those at White Castle. Burger King has recently started using new media for promotions and to generate publicity. A recent online promotion offered customers a free Whopper coupon in exchange for removing 10 Facebook friends.3 Wendy’s Wendy’s first opened its doors on Nov. 15, 1969, with its unique appeal being in its “oldfashioned” burgers. Where other burger chains stress their price, menu, etc., Wendy’s says it has “got the burger thing down.” Store hours for most of the nationwide locations are 7 a.m. – 1 or 2 a.m. Although White Castle offers combos, Wendy’s emphasizes its burgers over their sides and/or drinks. Beginning in 2000, Wendy’s started creating new and different sides and essentially working to make the brand appear healthier than it previously had been. When compared in price, White Castle’s 49¢, 59¢ or 69¢ Slyders are far cheaper than Wendy’s, whose least expensive burger is 99¢. Wendy’s currently uses mostly traditional media for its advertisements.4

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The Competition

Whataburger Whataburger is a privately held, regional fast food restaurant that specializes in hamburgers. Whataburger’s signature A-framed, orangeand-white striped roofed buildings are easily recognizable and part of the company’s image. Most Whataburger locations are open 24 hours. Whataburger offers similar products to that of White Castle, with a few exceptions. Similarities include burgers, cheeseburgers, chicken sandwiches, chicken strips and breakfast. However, in addition to breakfast sandwiches, Whataburger also offers breakfast taquitos, pancakes and a breakfast platter. In terms of media, Whataburger uses print, billboards, television, direct mail and Internet advertising.5 Sonic

Sonic first opened in Shawnee, Oklahoma. in 1953 and now operates more than 3,500 locations from coast to coast. Sonic restaurants are fashioned after classic ‘50s drive-in diners. Orders are placed from the vehicle and carhops deliver the food. Sonic prides itself on its menu variety. It introduces new items each month and offers a range of products including cheeseburgers, coneys, sundaes, salads and chicken sandwiches. Sonic has recently added a dollar menu and has been running its “2 Guy” campaign for a few years.6 Braum’s Braum’s Ice Cream and Dairy Stores opened 24 Oklahoma stores in 1968. Its store hours are Sunday through Thursday from 6 a.m. - 11 p.m. and Friday and Saturday from 6 a.m. - 11:30 p.m. Braum’s and White Castle are similar because they both serve burgers and shakes. Braum’s junior burger boasts the lowest price on the menu at $.99. In addition to a Web site, Braum’s uses TV, radio, outdoor and direct mail to advertise. Braum’s is also offering a promotion similar to White Castle, called the Bag-A-Burgers, or five junior burgers for $4.75.7 Carl’s Jr. Carl’s Jr. began as a hot dog stand in California in the 1940s and they now offer burgers in more than 1,000 locations across the U.S., 300 of which are co-branded with Green Burrito, a Mexican fast food chain. Carl’s Jr. is known for its burgers, which vary greatly in size and price from White Castle’s. With larger patties, its sizes range from a single to a half pounder, commonly known as the Six-Dollar burger. Carl’s Jr. puts more emphasis on taste and quality than price. Though Carl’s Jr. has fewer side item choices than White Castle, it does offer side salads and fried zucchini. Carl’s Jr.’s most recent promotions emphasize the quality of its burger through market testing and hiring well-known celebrities as spokespersons for the brand.8

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U.S. Fast Food Consumer Profile:

Consumer Profile

• The 18 to 24 age group makes up the largest segment of fast food consumers, at 46 percent. • 88 percent of 18 to 24 year olds have bought fast food in the last 6 months. • The 25 to 34 age group constitutes 13 percent of U.S. fast food consumers. • 93 percent of 24 to 34 year olds have bought fast food in the last 6 months. • Education levels of fast food consumers: • Graduated high school: 31.4 percent • Attended/attending college: 28.2 percent • Graduated college plus: 26.1 percent • Income levels of fast food consumers: • $75,000-$149,999: constitute 27.2 percent • $60,000-$74,999: constitute 11.5 percent • $50,000-$59,999: constitute 8.6 percent • $40,000-$49,999: constitute 9.6 percent • $30,000-$39,999: constitute 10.0 percent • $20,000-$29,999: constitute 10 percent • <$20,000: constitute 14.1 percent • Of the four census regions, the one encompassing Oklahoma has the highest number of fast food consumers at 37 percent. • The average number of consumers who claimed to be influenced by outdoor advertising is 20 percent, which is marginally higher than that of other advertising media. • Locations: Nazarene University’s campus, it is also within Edmond a mile of Bethany schools. 39th Street is a 203 E 2nd St, 74034 busy road that receives very heavy traffic flow It is located down the street from a busy throughout the day. intersection, but is set away from competitors. Stillwater It is also close to the UCO campus and family 501 S Washington St, 74074 neighborhoods. Located in the old Vault Video building, this Norman address was chosen because of its spot on the 2112 W Lindsey St, 73069 “strip,” the popular stretch of bars in Stillwater. Located near the corner of Lindsey and Berry. It Because White Castle is open 24 hours, business was chosen for its proximity to the University of will be strong in this area. This is also a high Oklahoma. Lindsey Street is a high traffic area traffic intersection during the day, setting up and the main access point to the university from ideal circumstances for booming business. Interstate 35, which provides visibility to OU Tulsa sports fans and other university visitors. 3984 E 11th St, 74112 OKC/Bethany Located within close proximity to the University 6400 NW 39th, 73008 of Tulsa, this address will receive high campus Located across the street from Southern traffic as well as that from the busy streets nearby. 7


Research revealed several things about fast food consumers that served as the basis for determining our target audiences, with a primary audience of 18 to 24 year olds and the secondary group being 25 to 34 year olds. Secondary research proved that 18 to 24 year olds make up 46 percent of fast food consumers (by far the largest segment). Also constituting a considerably large portion of U.S. fast food consumers are 25 to 34 year olds, at 13 percent.

What Research?

Income levels of fast food consumers is relatively broad, but consistent in the $20,000-$74,000 range. Finally, the average number of consumers who claimed to be influenced by outdoor advertising is 20 percent, which is marginally higher than that of other advertising media. This information played heavily into our decisions about target market and media strategies for the White Castle campaign. Upon the conclusion of secondary research, we had solid support for making 18 to 24 year olds our primary target audience and 25 to 34 year olds our secondary target audience. By establishing this vital information, we were able to use primary research to uncover more specific consumption habits of our audiences. Our primary research consisted of two surveys; one was distributed among students and adults in an Oklahoma market and the other was sent to actual White Castle consumers through a social networking Web site. The crew of Nouveau Creative also felt like getting a taste of the product was essential to planning the perfect campaign for White Castle. We soon learned why there is such a craze over these unique little Slyders.

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Primar y: Surveys Survey #1 was conducted in Oklahoma where there are currently no White Castle restaurants. 100 surveys were completed*. Average age: Students (S): 20; Adults (A): 38 Gender: Male: 36; Female: 54 1. How often do you eat fast food? 1-2 times a month: S-28%; A-30% 1-2 times a week: S-30%; A-40% 3-4 times a week: S-24%; A-24% 2. When do you typically eat fast food? 2-5 p.m.: S-14%; A-14% 5-10 p.m.: S-32%; A-34% 10 p.m. or later: S-42%; A-8% 7. When you eat fast food, are you more influenced by advertising or store promotions and coupons? Advertising: S-36%; A-44% Store Promotions and Coupons: S-38%; A-66% Neither: S-26%; A-0%

3. At which of the following restaurants do you eat most frequently? McDonaldâ&#x20AC;&#x2122;s: S-40%; A-28% Sonic: S-22% A-42% Other: S-34% A-22% 4. Which would you be more likely to purchase? Junior Burger for $1.00: S-52%; A-42% Regular Sized Burger for $3.50: S-30%; A-50% Super Sized Burger for $5.00: S-4%; A-8%

8. Which advertising do you consider to be the most influential? Billboards: S-20%; A-18% Magazines: S-4% A-18% Coupons: S-24%; A-38%

5. How much do you spend on a typical fast food meal? $1.00-$2.00: S-6%; A-10% $3.00-$4.00: S-32%; A-38% $5.00-$6.00: S-44%; A-42% 6. What is the most important factor when choosing fast food? Rank in order of importance, with one being the most important, and seven being the least. #1 Taste #5 Nutrition #2 Price #6 Fast Service #3 Location #7 Variety #4 Store Hours * Only top three responses shown. 9

9. Which type of advertising do you prefer most? Humor: S-68%; A-24% Comparison: S-6%; A-26% Demonstration: S-10%; A-14% 10. Have you heard of White Castle? Yes: S-74%; A-86% No: S-26%; A-14% 11. If yes, what stands out about White Castle burgers? Distinctive Taste: S-34%; A-36% Price: S-10%; A-24% Other: S-28% A-26%


Survey #2 was conducted online through a White Castle fanatics group on Facebook. There were 100 responses. The top three are displayed here. Male: 72 Female: 28

Primar y: Surveys

1. What is your income? Less than $15,000: 39% $35,000 to $59,999: 14.9% $60,000 to $99,999: 21.8% 2. How often do you eat at White Castle? 1-2 times a month: 42.6% 1-2 times a week: 6.9% Other: 47.5% 3. What time of day are you most likely to go to White Castle? 2-5 p.m.: 16.9% 5-10 p.m.: 36.8% After 10 p.m. but before 6 a.m.: 32.4% 4. Who do you go to White Castle with? By myself: 22.4% Family: 21.3% Friends: 38.3% 5. Why do you go to White Castle? Price: 14.8% Taste: 45.5% Store Hours: 10.5%

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6. How do you learn about White Castle promotions and discounts? TV: 23.5% Word of mouth: 22.1% Other: 20.6% 7. Which type of advertising do you prefer most? Humor: 84.2% Comparison: 3% Celebrity endorsement: 5%

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We conducted interviews with White Castle managers to learn more about the business. We asked questions about consumer demographics, busy time periods, promotions and popular food items.

Primar y: interviews

Manager interview at 307 E. New Circle Rd. in Lexington, KY. on February 13 • The busiest times for this location are at lunch and after 10 p.m. • Most of their customers appear to be from a low income demographic. They also have a lot of families come in to eat. • A lot of people dine in. • People usually order three to four slyders. Manager interview at 15005 N. Meridian St. location in Carmel, IN. on February 13 • The consumer demographic for this location is very mixed. • Their busiest times fall between 11 a.m. – 2 p.m., 6 p.m. – 8 p.m. and on the weekends from 12 a.m.-1 a.m. and around 3 a.m. • Their most popular menu items are the Slyder and fries. Manager interview at 1983 Wentzville Parkway. in Wentzville, MO. on February 13 • Slyders are the most popular item. • Their consumer demographic is evenly mixed between men and women. • They have a bigger rush of customers when they are running promotions, especially when they include something for free. From our research we were able to conclude that: • The best audience to target is between the ages of 18 and 34. • The most important factors to fast food consumers are the taste, price and location. • Slyders are White Castle’s most popular item and are usually ordered three to four at a time. • 25 to 34 year olds typically eat fast food between 5 and 10 p.m. and 18 to 24 year olds mostly eat after 10 p.m. • Oklahoma consumers rank outdoor advertising as the second most influential type of advertising. • Consumers are more likely to be influenced by coupons and promotions because they involve free offers. • An overwhelming majority of Oklahomans who were surveyed have already heard of White Castle even though there has never been a White Castle in Oklahoma. • For those surveyed, unique taste is the most distinctive factor about White Castle. • Most people would rather purchase a junior burger for $1.00 than a regular sized burger for $3.50.

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SWOT

Strengths • White Castle has strong brand awareness among our target, both in markets with and without White Castle stores. • White Castle is differentiated from the competition by its small size and its onion burgers’ flavor. • The unique exterior of the buildings is recognizable and easily identifiable as White Castle. • When compared to competitors’ prices, White Castle offers a variety of very affordable menu items. • Each White Castle location is open 24 hours a day, seven days a week. Weaknesses • White Castle does not offer any healthy menu items, unlike many of its competitors. • Many people living in regions that do not have a White Castle chain have negative perceptions of the White Castle brand. • White Castle Slyders are made 30 at a time with onions. If customers prefer no onions, they must place a special order and wait for the next set of burgers. • Although the movie “Harold and Kumar Go to White Castle” created strong brand awareness, it associated the product with drug culture. Opportunities • White Castle will appeal to new customers because of its affordable prices and distinctive taste, with the potential to become the dominant burger chain in each market. • In each of the five markets, the White Castle locations are near universities, making it convenient for the target market of 18 to 24 year olds. • Due to the bad economy, customers will be looking for affordable alternatives.

Threats • Many fast food chains such as McDonald’s, Burger King, Sonic, and Whataburger offer similar products to those of White Castle, and they already have a loyal following. • The term “Slyder” is no longer unique to White Castle because many restaurants and fast food chains have recently added them to their menus. • Fast food consumers are increasingly concerned about rising rates of obesity and tend to be more health conscious when making food selections.

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Primary and secondary research provide two target audiences to which the marketing strategy is directed. Secondary research reveals that 46 percent of fast food consumers fall between the ages of 18 and 24, our primary target audience. To ensure an ideal reach of our primary target audience, each White Castle location will be positioned within one mile of a college campus. Secondary research also proves that 25 to 34 year olds make up another significant segment of fast food consumers at 13 percent. Because of this, the age group constitutes our secondary target audience. Although our locations are strategically placed in order to cater to our primary audience, our advertising and promotions target both audiences. According to primary research, coupons and promotions are highly effective means of advertising to consumers within our target audience. Advertisements containing coupons will run in local and college newspapers. To further expand our coupon promotional effort, opt-in e-mails will be sent just before Halloween featuring coupons to customers. Coupon books will also be handed out in January to boost first quarter sales. Our goal is to have at least 50 percent of our coupons redeemed in each market. Our primary research revealed that fast food consumers ranked billboards as the third most influential advertising medium, second only to television and coupons. Because of this strong support, we chose outdoor advertising to prompt area drivers to visit locations in their respective markets. Two weeks prior to the grand opening of White Castle in Oklahoma, we will be engaging in several promotional strategies as well as guerilla marketing. Large full-color fliers will be placed at busy intersections and on car windshields for part of our promotion. Featuring a plain White Castle silhouette, these fliers are intended to generate curiosity and buzz about the new burger chain. The following week, the same flier will be distributed with information about each grand opening. Our guerilla marketing takes the form of the White Castle silhouette being projected onto buildings for two nights in each market, 10 days before the grand openings. The PR events include a “Family-Style Eating Contest” and the “Winnie Calhoun Look-a-Like Contest.” These events will increase positive brand awareness and encourage communities to celebrate Oklahoma’s newest fast food burger chain. Nouveau Creative’s combination of print, outdoor, promotions, guerilla marketing and public relations will effectively introduce White Castle to Oklahoma markets through saturation of primary and secondary target audiences.

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Billboard

Billboards will be a key aspect of Nouveau Creative’s campaign for White Castle. Primary research found that our primary target of 18- to 24-yearolds as well as our secondary target of 25 to 34 year olds rank outdoor and billboard advertising in the top three most influential media. Billboards will create excitement about the White Castle brand as well as prompt consumers to stop at their nearest location. We plan on placing billboards within 3.5 miles of each White Castle location, with the exception of Stillwater. In this market, we have strategically placed a billboard on each highway coming into town in order to accomplish maximum exposure. The billboards will be installed two weeks prior to White Castle’s grand opening and will run for a 12-week period, from May through July in four of the five markets. We have altered the strategy in the Stillwater market so that the permanent bulletins will run from August through October. Again, this is to achieve the highest possible reach, supported by heavier traffic flow to Stillwater during these months. These 10 billboards in five markets will be a vital part of introducing White Castle to Oklahoma. Their purpose will be to reach a high number of traffic in the busy parts of these Oklahoma markets and also to generate excitement about the new restaurants. Edmond • I-35, targets northbound traffic. 3.3 miles away from Edmond White Castle. Traffic count: 18,208. Benefits: near major intersections, truck stops, and amusement park. Specs: Vinyl, 14’0” by 48’0.” Norman • I-35, targets southbound traffic. 0.4 miles away from White Castle. Traffic count: 46,740. Benefits: targets business traffic, near University of Oklahoma. Specs: vinyl, 14’0” by 48’0,” illuminated.

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Oklahoma City (Bethany) • 39th Street and Meridian Avenue, targets eastbound traffic. 1 mile from White Castle. Traffic count: 25,049. Benefits: readable by both directions of traffic, surrounded by businesses, motels and restaurants. Specs: vinyl, 14’0” by 48’0,” illuminated.

Billboard

• Portland and Northwest 39th, targets westbound traffic. 2.3 miles away from White Castle. Traffic count: 27,028. Benefits: located at a busy intersection surrounded by businesses. Specs: vinyl, 14’0” by 48’0,” illuminated. • Location: 6702 NW Expressway, targeting eastbound traffic. 3 miles from White Castle. Traffic count: 33,161. Benefits: heavily traveled area, surrounded by businesses and shopping outlets. Specs: vinyl, 14’0” by 48’0,” illuminated. • Location: NW Expressway and Rockwell, targeting westbound traffic. 3.1 miles from White Castle. Traffic count: 33,161. Benefits: heavily traveled area, surrounded by businesses and shopping outlets. Specs: vinyl, 14’0” by 48’0,” illuminated.

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Stillwater • I-35 and Highway 51, targets northbound traffic. 15 miles from White Castle. Traffic count: 14,334. Benefits: prompts interstate traffic to stop at White Castle, targets Stillwater traffic. Specs: 14’0” by 48’0,” illuminated.

Billboard

• Highway 51, targets eastbound traffic 5 miles from White Castle Traffic count: 7,842 Benefits: located on the main highway to Stillwater, targets students and fans. Specs: vinyl, 14’0” by 48’0,” illuminated. Tulsa • I-244, targets eastbound traffic. 0.8 miles to White Castle. Traffic count: 55,032 Benefits: high traffic area, going into Tulsa. Specs: 14’0” by 48’0,” illuminated. • I-244, one targeting eastbound traffic and one targeting westbound. 1 mile from White Castle. Traffic count: 57,334 Benefits: high traffic area, targets those going in and out of Tulsa. Specs: 14’0” by 48’0,” illuminated.

Location Edmond Norman Oklahoma City (Bethany) Stillwater Tulsa Total Outdoor

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# of Boards 1 1 4 2 3 11

# of Weeks 12 12 12 12 12 12

GRPs 50 50 25 25 15

Reach 23 44 85 58 38

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Frequency 2.2x 1.1x 0.3x 0.9x 1.3x

4 Wk Net Rate Production Costs $4,600 $1,450 $4,250 $1,450 $16,900 $5,800 $6,000 $2,900 $6,150 $4,850

Total Costs $15,850 $14,200 $56,500 $20,900 $22,800 $130,250


Logos for White Castle will be placed on interstate exit signs in three of the five markets. These signs will prompt interstate travelers in high traffic areas to stop at White Castle in Edmond, Norman and Stillwater.

Interstate Logos

Edmond 2 signs: targeting both northbound and soutbound traffic, placed at Exit 141 on I-35. Norman 2 signs: targeting both northbound and southbound traffic, placed at Exit 108B on I-35. Stillwater 2 signs: targeting both northbound and southbound traffic, placed at Exit 174 on I-35. The interstate logos are a cost effective way to generate business and brand awareness from outside of the five respective markets. The following chart shows the price allocations and results for the logos.

Markets Edmond Norman Stillwater Total Interstate Logos

# of exits 2 2 2 6

# of weeks 52 52 52

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Traffic 18,208 46,740 14,334

Reach 23 41 31

Total Cost $2,040 $2,040 $2,040 $6,120


B ar Bathrooms

Our primary research indicates that 42 percent of our primary target audience, 18 to 24 year olds, eat fast food between 10 p.m. and 6 a.m. Advertisements placed in the bars’ bathrooms will reach this late night audience because, on average, bars in Oklahoma close at 2 a.m. In each market for six months, ten 8.5 by 11 inch full-color ads will be placed in bathrooms encouraging late night eating at White Castle locations, which are open 24 hours a day, after the bars close. According to WaterCloset Media, because restroom advertising commands such strict attention, it generates greater impressions and better comprehension. Bathroom bar advertisements will adequately reach our target audience as well as encourage customers to eat during late night hours. The advertisements will be placed in each market in bars such as: Edmond Lumpy’s Sports Grill 7012 E 15th St. Edmond, OK Oklahoma City/Bethany Cousin’s Bar and Grill 6509 N. May Ave. OKC, OK Norman O’Connell’s Irish Pub & Grill 120 E. Lindsey St. Norman, OK Stillwater Dirty Dog Tavern 421 S. Washington St. Stillwater,OK Tulsa McNellie’s Public House 409 E. 1st St. Tulsa, OK

There will be nine others in each market.

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Nouveau Creative’s campaign includes print advertising in each of the five markets, utilizing local and college newspapers. The newspapers being used: The Vista on the University of Central Oklahoma campus in Edmond, the Oklahoma Gazette in Oklahoma City, The Oklahoma Daily on the University of Oklahoma’s campus, The Daily O’Collegian on the Oklahoma State campus and The Collegian on the University of Tulsa’s campus.

Newspaper

In The Vista, advertisements will run once the first week, twice the second week and then once a week for 14 consecutive weeks. The Oklahoma Gazette and The Collegian will run the advertisements once a week for 17 weeks. Finally, The Daily O’Collegian and The Oklahoma Daily will run advertisements five days a week for two weeks, then once a week for 15 weeks. These schedules are intended to introduce the Oklahoma markets to White castle, and each advertisement offers a coupon redeemable for White Castle products when brought in to the store. The chart below shows what the print media will accomplish.

Market Edmond OKC Norman Stillwater Tulsa

Paper Size The Vista 1/4 page Oklahoma Gazette 1/4 page The Oklahoma 2x4ci Daily The Daily 2x4ci O’Collegian The Collegian 1/4 page

# of Ads 25 25

Weeks 16 17

Circulation 4,000 57,500

Reach 24 49

GRP 800 1,225

Cost $2,428.50 $8,346

17

17

33,025

33

561

$5,280

17

17

10,050

41

697

$1,200

17

17

4,000

89

1,513

$2,250

19


22

X

X

X

July 10

17

X

24

X

31

X

7

X

14

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X X

X

X

X

X

X

20

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

23

X

X

X

X

30

X

X

X

X

X X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X X X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X X

X X

X X

X X

X

X X

X X

X

X X

X X

X X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

$

$

$

$

$

$

$

$

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$

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$

$

$

$

14,400

-

-

-

-

-

3,900

2,250

18,450

25,160

-

-

-

-

-

3,900

2,040

1,220

18,000

23,970

-

-

-

-

-

3,900

2,040

5,280

12,750

62,946

-

-

-

-

-

3,900

8,346

50,700

16,828.50

-

-

-

-

-

3,900

2,040

2,428.50

149,605

$

X

X

X

X

X

X

X

X

X

X

MEDIA TOTAL

X X

X X

X X

X X

X X

X X

X

X X

X X

6,120

X

X

X

X

X

X

X

X

19,500

X

X

X

X

X

X

X

X

$

X X

X X

X X

X X

X X

X X

X X

X X

INDOOR TOTAL

X

X

X

X

X

X

X

X

19,525

X

X

X

X

X

X

X

X

X

X

X

X

X

Media Placement Cost

$

X

X

X

X

X

X

X

X

X

X

X

X

X

April 9 16 23 30

$

X X

X X

X X

X X

X X

X X

X X

X X

March

INTERSTATE LOGOS TOTAL

X

X

X

X

X

X

X

X

X

February

8 15 22 29 5 12 19 26 5 12 19 26 2

January

NEWSPAPER TOTAL

X

X

X

X

X

X

X

X

X

18 25 1

20,700

X

X

X

X

X

X

X

X

X

X

X

X

11

December

114,300

X

X

X

X

X

X

X

X

X

X

X

X

4

$

X

X

X

X

X

X

X

X

X

X

X

X

27

$

X

X

X

X

X

X

X

X

X

X

X

X

X

20

OUTDOOR TOTAL

X

X

X

X

X

X

X

X

X

X

X

X

X

X

13

November

TULSA TOTAL

X

X

X

X

X

X

X

X

X

X

X

X

X

X

6

$

X

Look-a-Like Pageant

X

X

X X

16

X X X

X X X

Family-Style Eating Contest

X

X

X X

9

October

$

Projector Advertisement

Coupons

X X

2

2009-2010 Media Flowchart 25

X

Fliers

Indoor

The Collegian

Outdoor

Tulsa

STILLWATER TOTAL

Family-Style Eating Contest

Look-a-Like Pageant

Coupons

Fliers

Projector Advertisement

Indoor

X

X

X

X

X X

X

X

X

X

X

X X X

X

X

X

X

X

Interstate Logos

Outdoor

X

X

X

X

The Daily O'Collegian

Stillwater

NORMAN TOTAL

Family-Style Eating Contest

Look-a-Like Pageant

Coupons

X X

X X X

Projector Advertisement

Fliers

X

X

X

X

X X X

X X X

The Oklahoma Daily

Indoor

X X

18

$

X X

X X

X

11

September

X X X

X

X

X

4

$

X

X

X X

28

X

X X X

X X X

X

X

Interstate Logos

Outdoor

Norman

OKLAHOMA CITY TOTAL

Family-Style Eating Contest

Look-a-Like Pageant

Coupons

Fliers

Projector Advertisement

Indoor

Oklahoma Gazette

Outdoor

Oklahoma City

EDMOND TOTAL

Family-Style Eating Contest

Look-a-Like Pageant

Coupons

Fliers

Projector Advertisement

Indoor

X

21

August

X

X

3

X

X

26

X X X

X X

19

June

12

X X X

X

29 5

The Vista

X

May

15

Outdoor

1 8

Interstate Logos

Edmond

MEDIA

NOUVEAU Creative


The foundation of our creative strategy centers on White Castle’s beginnings. In an effort to combat negative perceptions of ground beef in the early 1920s, White Castle stressed the cleanliness of its facilities. It built white buildings with stainless steel interiors and hired housewives to give tours of the restaurants. Playing off of this concept, our campaign uses nostalgia, tradition and a housewife persona in creative executions to function as a representation of the brand. Using Winnie Calhoun as the spokesperson, much emphasis is put on the classic White Castle Slyder along with our slogan

“See what’s cookin’.” The modern housewife is unique to the fast food industry, setting White Castle apart from its competitors. This image is universally appealing and also attracts the target audience of 18 to 34 year olds. This is supported by pop culture’s fascination with the modern day housewife, which is evident through popular television programs such as Desperate Housewives, Real Housewives of Orange County and Real Housewives of New York. Not only does Winnie Calhoun differentiate White Castle from the competition, but the nostalgic tone that traces the company back to its roots also sets it apart by being comforting and familiar. Our creative strategy is clean and simple, setting the tone for universal appeal.

21


Below are three of our executions for our billboard advertising strategy. Each billboard, at 14 feet by 48 feet, features the White Castle spokeswoman, Winnie Calhoun, in nostalgic apparel. She will be accenting different food items from White Castle in each ad and playing up the ‘50s housewife appeal as she introduces the brand. The slogan, “See what’s cookin’” will be displayed prominently on each ad as a reinforcer for the nostalgic theme of the campaign.

NOUVEAU Creative

22


The first newspaper ad (left) would be positioned in The Oklahoma Daily so that our target in Norman would have the greatest chance of coming into contact with the White Castle brand. The Oklahoma Daily is the student-run newspaper from Oklahoma University. This ad would measure 2 column inches x 4 inches. It is slightly smaller than what is shown.

The second newspaper ad (right) would be positioned in the Oklahoma Gazette so that our target in Oklahoma City, OK would have the greatest chance to come into contact with the White Castle brand. This ad would measure 4.55 inches by 6.05 inches. It is also slightly smaller than scale on this page.

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For the White Castle campaign in Oklahoma from May 2009 through April 2010, we have determined that our primary target audience is the age group 18 to 24. Our secondary target audience Wednesday, August 26th at is age 25 to 34. According to our primary research, 38 percent of 12:30p.m. Gather up teams of five students and 66 percent of adults were more influenced by coupons and come and promotions than by other forms of advertising. see what’s cookin’ at In order to effectively introduce White Castle burgers into the Library Lawn! Oklahoma markets, we will implement several promotional strategies to reach our target audiences. Promotional tactics will include fliers, a projected logo and coupons. These promotional tactics will add value to the campaign by increasing brand awareness and recognition, allowing participants to sample White Castle products for free, and increasing traffic to the restaurant locations to “See what’s cookin’” and redeem coupons.

White Castle Eating Contest

Fliers The first and simplest of the sales promotions tactics, printed fliers, will be printed and distributed within each of the five markets to create buzz about the store opening and to promote the two public relations events. Taking several forms, they can be handed out in businesses, on university campuses, on busy streets and even placed on car windows. The White Castle silhouette teaser flier will have no copy and will be posted and placed on car windshields within a one-mile radius of each restaurant location by White Castle Campus Representatives. The fliers will generate buzz and garner a minimum of 5,000 impressions. The total price for the silhouette flier printing and supplies is $819. Once interest has risen surrounding the mysterious castle silhouette fliers, White Castle grand opening fliers with details of the store openings will be posted by campus representatives in the same areas as the silhouette fliers. These fliers will create awareness and excitement about the store grand openings while generating a minimum of 2,500 impressions with a total cost of $810. To promote the Family-Style Eating Contest in August, White Castle campus representatives will hand out Slyder-shaped fliers with details of the eating contest one week prior to the contest in each market. Fliers will be given away in high-traffic areas on each of the primary university campuses in the five markets in order to create awareness and excitement about the Family-Style Eating Contest among our target audiences. Fliers will generate 2,500 impressions for a total cost of $1,080. Fliers will also be used to promote the Winnie Calhoun Look-a-Like Pageant two weeks prior to the pageant in each market. The flier will once again be passed out by Campus Representatives in high traffic areas on each of the college campuses in the five markets in order to increase awareness and enthusiasm about the event. The flier will feature a picture of Winnie Calhoun and the details of the event, and the total cost will be $1,045 with total impressions reaching at least 5,000.

NOUVEAU Creative

24


Campus Representative Internship White Castle will select a student to serve as a campus representative for each market to assist with sales promotions and public relations events. Each Campus Representative will be a bridge between the brand and the target audience. The representatives will be selected based on their previous marketing and public relations experience and compensated through a $1,400 stipend. Projected Logo Like the silhouette fliers, a silhouette logo will be projected on the surface of a building in each of the five markets for two days in the two weeks leading up to the grand opening of the five White Castle store locations on May 15. The White Castle glow will be in Tulsa May 5 and 6 near 3rd and Cincinnati. The logo moves on to Norman near Main and Crawford May 7 and 8. May 9 and 10, Oklahoma City residents can search for the castle around 39th and Asbury. The castle will appear in Edmond near 2nd and University May 11 and 12. Stillwater should keep an eye out for the castle glow near 6th and Washington May 13 and 14. The glowing White Castle logo will generate buzz and media attention for the grand openings for a total cost of only $3,418.73. Coupons We also want to create and distribute coupons, as our survey research found that both the primary and secondary audiences’ fast food purchasing decisions were strongly influenced by them. On Oct. 28, a special offer would be sent to customers who opted in online or in the store to receive e-mail offers. Customers would be encouraged to “Slyde in for a treat,” and get two Slyders free when they buy two when wearing a Halloween costume. This will increase traffic to the store locations, and the total cost is $0. When university students return to school for the spring semester, White Castle campus representatives will hand out 12-coupon booklets in high traffic areas on each of the primary college campuses in the five markets. These coupon booklets will remind students of the White Castle fast food option after the holiday break and generate traffic to the stores. The total number of impressions will be at least 10,000 for just $2,800. Flier Silhouette Opening Eating Contest Look-a-Like

Dates May 1-7 May 8-15 One week prior to event Two weeks prior to event

Coupon Dates October E-mail Oct. 28 January Booklet Jan. 18-22

Size of Fliers 11 x 17 inches 8 1/2 x 11 inches 4 1/4 x 5 1/2 inches 8 1/2 x 11 inches

Colors Fliers per Market Total Fliers 1 color 1000 4 color 500 4 color 500 4 color 1000

Size of Coupons Full screen 3 1/2 x 5 inches

Colors Coupons per Market Total Coupons Impressions Price 4 color Number registered Number registered Number registered $ 1 color 2,000 10,000 10,000 $ 2,800

25

Impressions 5000 2500 2500 5000

5000 2500 2500 5000

Price $ 819.00 $ 810 $ 1,080 $ 1,045


Why PR?

Public Relations Events

In order to effectively introduce White Castle’s newest locations in the Oklahoma markets, we plan on offering two public relations events in each of the five markets that will allow our target audiences, Oklahoma residents ages 18 to 34, to become more familiar and involved with the White Castle brand. Additionally, the events will stir up a competitive spirit among contestants initiating buzz and providing word-of-mouth marketing for White Castle. Winners of the contests will be given a reason to visit a restaurant in their area week after week, with the prize of each competition being free White Castle for a year. According to our primary research, 38 percent of students and 66 percent of adults were more influenced by coupons and promotions than other forms of advertising. These public relations events will add value to the campaign by increasing brand awareness, allowing participants to sample White Castle products for free, generating media attention and interest among residents in each market, and finally, driving winning contestants to visit store locations on a regular basis to “See what’s cookin’.”

NOUVEAU Creative

26


The Events

Family-Style Eating Contest According to our primary research, both students and adults ranked taste the number one factor when choosing fast food. The Family-Style Eating Contest will allow the target audiences in each of the five markets to sample the White Castle Slyders and experience their distinct taste for free. In the Family-Style Eating Contest, teams of five, with a limit of 20 teams in each market, will have a chance to compete in their respective cities. Teams overseen by White Castle spokeswoman Winnie Calhoun will compete to be the fastest team to eat 50 Slyders. One team in each market will be awarded free White Castle for a year (one meal per team member per week for 52 consecutive weeks) in this diner-inspired spin on traditional eating contests. This contest will take place in the high-traffic popular gathering areas of Library Lawn at Oklahoma State University and The North Oval at the University of Oklahoma on Wednesday, August 26 at 12:30 p.m. For the other markets, Edmond, Oklahoma City and Tulsa, the eating contests will take place at the White Castle store locations Saturday, Aug. 29 at 2 p.m. Registration will begin half an hour prior to each eventâ&#x20AC;&#x2122;s start and the total cost of the family-style eating contest will be $3,030. The Winnie Calhoun Look-a-Like Pageant The Winnie Calhoun Look-a-Like Pageant will be an opportunity for customers to match their look to that of Winnie Calhoun, the spokeswoman of our campaign. Competitions will take place at each of the five Oklahoma White Castle locations beginning with the Edmond store on Friday, March 26, 2010. Registration will start at 8:30 p.m. at each location with the pageant kicking off at 9 p.m. Oklahoma City customers will compete April 2, and Norman residents will don their best apron and pearls April 9. Stillwater customers will be judged April 16, and Tulsa residents will show off their housewife attire on April 23. Contestants will be scored on their appearance and dress in addition to a domestic skill talent competition and a signature Slyder serving challenge. Judges will award free White Castle for a year (one meal per week for 52 consecutive weeks) to one male and one female contestant in each market in this chance to get as up close and personal to the brand as it gets. The total cost of the Winnie Calhoun Look-a-Like Pageant will be $4,575.

27


Press Releases

Below is an example of our press release announcing our Winnie Calhoun Look-a-Like Pageant going to the Edmond market and distributed to the University of Central Oklahoma student newspaper, The Vista. Similar releases specific to each market will be sent to the market’s primary university’s student newspaper with the exception of Oklahoma City, which will be sent to The Oklahoma Gazette. March 19, 2010

FOR IMMEDIATE RELEASE

CONTACT: Marie Kadavy White Castle Nouveau Creative 405-368-7062 marie.kadavy@nouveau.com

Look like White Castle’s Winnie and win State’s newest burger chain hosts ‘50s pin-up pageant (STILLWATER, Okla. March 19, 2010) –White Castle is calling for residents of Edmond to don their best apron and pearls and evoke the spirit of Winnie Calhoun, the burger chain’s nostalgic housewife spokeswoman, for the restaurant’s first annual Look-a-Like Pageant. The winner will receive free White Castle for a year. A competition will take place at each of the five Oklahoma White Castle locations beginning with the Edmond store on 206 E. 2nd St. Friday, March 26 at 9 p.m. Registration will start at 8:30 p.m. Contestants will be scored on their appearance and dress as well as a domestic skill talent competition and a signature Slyder serving challenge. White Castle first opened in 1921 in Wichita, Kan., selling burgers for just five cents. Today, White Castle owns and operates more than 400 restaurants, including its newest additions, the five Oklahoma locations. For more information on White Castle, log on to our Web site at www.whitecastle.com or call 405-368-7062.

May 6, 2009

FOR IMMEDIATE RELEASE

CONTACT: Marie Kadavy White Castle Nouveau Creative 405-368-7062 marie.kadavy@nouveau.com

The Castles are coming Where will they be next? (STILLWATER, Okla. May 6, 2009) – Spotted last night in downtown Tulsa, near 3rd and Cincinnati, was the curious glow of a castle silhouette. This prominent White Castle being projected in the downtown darkness is on the move, reminding Oklahomans the much-anticipated White Castle signature Slyders are on their way. Sources say the White Castle glow will be in Tulsa for one more night before it moves on to Norman near Main and Crawford May 7 and 8. May 9 and 10, Oklahoma City residents can search for the castle around 39th and Asbury. The castle will appear in Edmond near 2nd and University May 11 and 12. Stillwater should keep an eye out for the castle glow near 6th and Washington May 13 and 14. White Castle is being introduced into Oklahoma May 15 in Edmond, Oklahoma City, Norman, Stillwater and Tulsa. White Castle first opened in 1921 in Wichita, Kan., selling burgers for just five cents. Today, White Castle owns and operates more than 400 restaurants, including its newest additions, the five Oklahoma locations. For more information on White Castle, log on to our Web site at www.whitecastle.com or call 405-368-7062. ###

###

NOUVEAU Creative

Above is our press release promoting the White Castle silhouette projection in each of the five markets going to the Tulsa market and distributed to the University of Tulsa student newspaper, The Collegian. Similar releases specific to each market are sent to the market’s primary university’s student newspaper with the exception of Oklahoma City, which will be the Oklahoma Gazette.

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Expense Media Expenditures Outdoor Media Newspaper Media Interstate Logos Media Indoor Media

Quantity

Price 9 boards 5 outlets 6 exits 50 ads

Production Expenditures Projection Rental Generator Rental Gas Projector Technician Wage Outdoor Production Promotions & PR Expenditures Teaser Flier Printing Staple Guns Staples Tape White Castle Opening Flier Printing Eating Contest Slyder Fliers October Coupon Coupon Book Printing Look-a-Like Pageant Fliers Campus Representative Compensation Table Rentals Chair Rentals Table Cloths Slyders Stage Rental Sound System Rental Judge Fees Talent Fees

10 days 10 days 67.5 gallons $15/hour 11 boards

$ $ $ $ $

2,196.00 360.00 113.00 750.00 15,950.00

5000 5 20,000 10 Rolls 2500 2500

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $

710.00 55.00 40.00 14.00 810.00 1,080.00 2,800.00 1,045.00 7,000.00 200.00 270.00 60.00 1,500.00 650.00 1,425.00 1,500.00 2,000.00

10,000 5,000 5 40 200 4 dozen 5,000 5 5 15 10 events

Total

$ 114,300.00 $ 19,525.00 $ 6,120.00 $ 19,500.00

$ 199,973.00

29


Nouveau Creativeâ&#x20AC;&#x2122;s proposed campaign for introducing White Castle restaurants into five Oklahoma markets follows a nostalgic theme in an effort to emphasize tradition and familiarity with the target audiences of 18 to 24 and 25 to 34 year olds. This theme is intended to increase brand awareness, to establish credibility and to accentuate the quality and superior value of White Castle. The broad range of media used in our campaign is carefully planned in order to effectively reach our target audiences. Research proves that, in addition to being influenced by our promotional strategies, they favor each of the media vehicles chosen. A very inspiring theme along with effective media strategies and outlets provide for a campaign that will saturate the target audiences with a positive brand image of White Castle. Not only will this campaign establish the restaurants as a competitor in each of the five markets, but it will also create the gateway for White Castle to emerge as the leading burger chain in Oklahoma. Because of this, Nouveau Creative is the perfect agency to represent White Castle in its quest to conquer a new frontier.

Nouveau Creative

30


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White Castle Advertising Plans Book