MEDIA PLAN

Stark Creative
Hannah Alkadi, Austin Fontenot, Austin Jackson, Samantha Ramey, Elizabeth Yoast

1.
INTRODUCTION
Get to know the brand


Today, SONIC is the largest chain of
drive-in restaurants in America.

QUICK FACTS
Averages 3 million customers a day
Known for shakes, drinks, and traditional
American food
Located in 44/50 states in the US
22% jump in profits in the last year
Has a secret chain called?????

SONIC BEACH
A restaurant in only five locations of the United
States. Same menu plus alcohol.

STRENGTHS

unique: carhops,
waiters on roller
skates
able to call carhop for
any reason (i.e,
anything missing)
happy hours and deals
can enjoy the privacy
of your own car

WEAKNESSES

THREATS

OPPORTUNITIES

expanding SONIC
Beach to more beach
cities
intimate social media
following, strengthen
it
can market to an
older audience with
alcohol

makes your car messy

variable performance in
colder areas
unhealthy food
have to drive there

McDonalds expanding
menu
at-home delivery food
like pizza or Chinese
food
easy food like
Hamburger Helper

2.
EXECUTIVE SUMMARY
Target audience, ad messages, and geographic emphasis

TARGET AUDIENCE
Mid-20s, college students
enjoying their vacation

Were taking a risk here.

Will be enjoying their

spring/summer/fall
break at a beach with
their friends
Undergraduate and
graduate
Legal age to drink

The most supportive consumers are

35+, but we know that their support is
secure.
We want to expand SONIC Beachs
reach to a younger audience more
likely to socialize and mingle.

AD MESSAGES
The Beach

Scenic view
Parties, socializing,
volleyball, games
Small snacks, picnics,
for anyone of every
age.

Out of the Car

We want to try and

get SONIC out of the
car.
Focus on the people
you talk to.

Cool Drinks

People are looking to

cool off.
Ice cream, slushies,
and especially
alcoholic drinks for
cheap.

GEOGRAPHIC EMPHASIS

GEOGRAPHIC EMPHASIS

3.
SITUATION ANALYSIS
Company, Consumer, Product, Market, Competition

SITUATION ANALYSIS
Company

More than 3500

locations
Over 1 MILLION
fountain drink
and slush
combinations
Personal carhop
service

Consumer

Most residing in
the South of the
United States.
Late teens and
young adults.
Brand conscious
and appreciate
the classic
American roots

Market

South-Southeast,
specifically
Texas.
We chose five
popular beach
locations and the
largest
populations
within them

SITUATION ANALYSIS, II
Product
Fast food that redefines
convenience.
Largest selection of
drinks and shakes.
Daily deals to encourage
consumers to come get a
cheap bite to eat.

Competition

Burger and Fries McDonalds,

Burger King, and Wendys
Delivery Food Pizza, Chinese,
Jimmy Johns
Quick Food Frozen food,
Hamburger Helper, ramen noodles

4.
MEDIA STRATEGIES
Budget and Scheduling

Comparing the Budgets

McDonalds Overall Spending (000) 559495.1
Sonic Drive-In Overall Spending (000) 148267.1
McDonalds Spending Broken Down (000)
McDonalds Network TV Spending 307592.6
McDonalds Cable TV Spending 148786.2
McDonalds Social Spending 315.7
McDonalds OOH Spending 200.5

Sonic Drive-Ins Spending Broken Down (000)

Sonic Drive-Ins Network TV Spending 23385.9
Sonic Drive-Ins Cable TV Spending 92608.1
Sonic Drive-Ins Social Spending 198.2
Sonic Drive-Ins OOH Spending N/A

Proposed Budget
Sonic DRIVE-IN Overall Spending (000) 148267.1
Sonic BEACH Overall Spending (000) ____________?
Proposed Budget 30500.5

Sonic Beach Network TV Spending 16775.2

Sonic Beach Cable TV Spending 7930.2
Sonic Beach Social Spending 3965.3
Sonic Beach OOH Spending 1830.3

SPRING BREAK
Its time to show off those beach bods and live it up.

SUMMER BREAK
Man its hot today. I got it. Lets go to the beach!

FALL BREAK
It's time to enjoy the beach one last time before it gets cold.

S
C
H
E
D
U
L
I
N
G

5.
MEDIA TACTICS
Media Selection

Media Vehicles

Television

MTV / MTV2
VH1
Local Channels

Radio

Long Beach

WNOK

Jersey Shore

Twitter
Instagram
Snapchat
Beach Websites

Social Media
Campaign needs to
be improved

WABW

Myrtle Beach

KCRW

Gulf Shores

KIIS fm

Santa Barbara

Internet / Social

Z100

During weekends.

Media Vehicles, pt II

Magazine

Local Magazines
College Campus
Magazines
Minimum

Billboard

Along highways
that lead to the
beaches.

Non-traditional

murals along
beach walls
chalk drawings on
sidewalks
brand
ambassadors
pedicabs
airplane banners

6.
FLOWCHART
Total cost

Spend more during our prime beach months. March for spring break, June, July and August for summer
break and October for fall break.

7.
APPENDIX
Mockups and Sources

SOCIAL MEDIA

BILLBOARDS

NON-TRADITIONAL

Appendix
SONIC Company Information

https://corporate.sonicdrivein.com/Profile/Background

https://corporate.sonicdrivein.com/Profile/FactSheet

http://ir.sonicdrivein.com/releasedetail.cfm?ReleaseID=840772

http://www.fastfoodmenuprices.com/sonic-prices/

https://www.sonicdrivein.com/menu

https://www.sonicdrivein.com/legal
Reports

What Sonic gets that McDs doesnt http://www.washingtonpost.com/news/wonkblog/wp/2015/01/09/what-sonicgets-that-mcdonalds-doesnt/

http://nrn.com/beverage-trends/sonic-introduces-new-soda-line

Melnick, M. (2011). Fast Foods Biggest Customer: Not the Poor, But the Middle Class.

Newman (2012). http://images.burrellesluce.com/image/2080C/2080C_13103

Smith (2012) http://www.qsrmagazine.com/growth/sonic-rebound?microsite=9341

Social Media

Simmons OneView
Crimson Hexagon

Well see you at

the beach.