TABLE OF CONTENT
includes a 3 Finger Combo, The Caniac Combo, The Sandwich Combo, and a kid’s meal. This makes the menu very minimal, yet very specialized and perfected to meet everyone’s appetite and budget. Raising Cane’s is individualistic and fresh, and we at Raising Creatives have embraced that quality by offering design options to their consumers. Our team has embraced the spirit of Raising Cane’s and incorporated it into a campaign we like to call “One Love, One Community.” Our implementation plan will be carried out in three phases, the pre-launch, launch, and branded. These three phases will span over the course of 12 months and will primarily focus on OOH, digital, promotions, and events in an effort to build love for Raising Cane’s food, love for the brand’s purpose, and to forge positive, lasting relationships between Raising Cane’s and the community it serves.
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EXECUTIVE SUMMARY
02
CLIENT CHALLENGE
07
RESEARCH
08
INSIGHTS
29
SWOT
30
MARKETING OBJECTIVES & MIX
33
CAMPAIGN OBJECTIVES & STRATEGIES
37
CREATIVE: ADVERTISING / IMC
76
MEDIA PLAN / BUDGET
83
EVALUATION / TESTING
CLIENT CHALLENGE To create a brand intro. campaign that will increase brand awareness and increase restaurant sales by driving traffic through trial and repeat visits in new and emerging markets.
“One Love, One Community” not only encapsulates what Raising Cane’s stands for, but based on our research, it will resonate among our targeted audience.
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