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Taco Bell was founded in 1962 and has since grown to over 5,800 locations across the US, with 80% owned by franchises. The document outlines Taco Bell's challenges in improving perceptions of quality and speed compared to competitors. It proposes using Facebook, Twitter, blogging and public relations to showcase deals, build buzz, and shed positive light on the brand and community involvement. Analytics and an evenly distributed budget with emphasis on blogging and PR are recommended to evaluate strategies over heavy annual advertising.
Tbadv492 good version
- 1. Taco Bell ADV 492 Final Project Zachary Chmill
- 2. Client History 5,800 Restaurants in the U.S. 80% are owned by independent franchises. Founded March 21, 1962 by Glen Bell at the age of 25. Bought by PepsiCo in 1978 and grew rapidly. Revenue of 1.9 billion USD in 2009.
- 3. Challenges & Goals People do not believe in the quality of Taco Bell products Show people about great deals compared to other fast food chain restaurants. Convince people that service is of better quality and speedier than other fast food chain restaurants.QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.
- 4. Facebook Fans of Taco Bell can post their thoughts on different food Taco Bell has to offer. Can receive feedback from fans on what types of deals Taco Bell should include on their menu. Restaurant Locator Feature.QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.
- 5. Twitter Announce new location openings Announce new deals and coupons People could print off coupons directly from Taco Bell off from Twitter Twitter would create a strong “buzz” around everything going on with the Taco Bell company.QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.
- 6. Blogging Talk about different community events Taco Bell has sponsored or been a part of. Stories that Taco Bell are involved in that would not be located on their website. Would shed a positive light on Taco Bell Also could just talk about different entertaining events that Taco Bell has been a part of.QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.
- 7. Public Relations Promote events and activities to show that Taco Bell wants to be part of the community Also can do press releases announcing charitable donations, etc. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.
- 8. Strategy Evaluation Google Analytics Adwords would be used late night and geared towards a younger crowd Twitter Analytics Allows you to see which tweets caused people to have a reaction on twitter. + Other web history applications to see what people respond to and why. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.
- 9. Budget Allocation Spread out evenly among most of the media networks. Special emphasis on Blogging and Public Relations.
- 10. Timeline Heavily advertise throughout the whole year. Possibly more advertising in summer months with a pulsing media schedule. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.