Provide a clear statement of objectives, with priorities
1) to reduce the number and frequency of people that eat fast food
2) to reduce obesity and health problems connected to fast food
3) to create a more health conscious society
4) to decrease environmental impacts from fast food and the waist
5) to increase smart, and ethically conscious food choices.
• Define, characterize and prioritize your audiences
Primary Target market:
College age students form the age 18 – 25 that live in urban college areas. They eat fast food 1 – 5 times a week. They are in the low to middle income range and interested in their health and saving money. This is also the second largest demographic that McDonalds is targeting to. This means that marketing to them will have a large impact on Fast food sales. Studies show that students are concerned with the lack of available recourses to healthy food. The fast food chains on college campuses average 600 – 800 transactions a day – and almost 50% of those purchases come from flex points pre-purchased for meal plans. Most college students understand and know that the food is bad for them – they eat it because it is fast, convenient, and inexpensive for a busy schedule.
Studies show that not eating fast food is already starting to be popular on college campuses. That proves that increased coverage on the topic will help prevent more students from living the horrible lifestyle. In response to this McDonald’s and Burger King are re-branding the “healthy food” concept. There campaign is not based on much sustenance; therefore, our campaign will need to show the truth about fast food.
http://media.www.ndsmcobserver.com/media/storage/paper660/news/2004/09/09/News/FastFood.Lifestyle.Weighing.On.Campus-713932.shtml
http://media.www.ntdaily.com/media/storage/paper877/news/2003/10/07/StudentLife/Healthy.Trend.Hits.Fast.Food.Market-1888834.shtml
Secondary target market:
Parents with young children that are ages 22 – 30. This primary market will soon be starting families and it is important that our message is carried over to this market, then allowing children less opportunities to be hooked on fast food. Children are the primary target market of McDonalds. Cutting the children off from fast food at the source, the parents, is our secondary goal.
• Be clear about procedural requirements (for example, if more than one bid
is needed from fabricator, or if there's a minimum acceptable level of detail
for design presentations)
-Bids from contractors to build the sculpture
-Price comparison on parts
• Design
The main design will come from the visual systems group that we will focus our theme around. Our main goals of design are to create a viral message that is funny, sarcastic, and catchy enough to generate talk. The motions pieces will air on sculptures on campuses, the same videos will translate to You Tube and our website endeavors. The concept will be focused not on educating the market, but showing new facts that will shock and disgust the audience into finally deciding to not eat fast food any more.
• Differentiation
There are other branding campaigns out there to promote healthier lifestyles. Most are connected to profit making businesses trying to sell you something. Our campaign will differentiate ourselves by giving that nudge that will call the market to action.
• Value
This will be the brand that makes a difference in how the markets lifestyle changes. The brand is based upon creating the value that makes not only a change in people life but may even save them from future illness and death. By standing for a healthier world and conscious lives.
