truburger

Healthy Gourmet Burgers

Campaign+Name Proposal

Kieran Moolchan 204 792 2699

kieran.moolchan@gmail.com

Tru

The Problem
Unburger...thats like, NOT burgers? So, theyre vegan? I dont get it.

Tru

The name of your restaurant says something dierent from what you are selling and can confuse potential customers. Potential customers wonder if Unburger is a place to buy vegan burgers. Some wonder whether you serve burgers at all. Many might fail to realize that youre the opposite, (the UN) of every fast food burger chain. You know what you sell, but how can they learn the truth?

The Solution
Its time for a new name for your restaurant. A name that immediately connects customers to your product, and easily explains exactly what you have to oer: a true burger experience. Trburger is a name that captures all the knowledge that you gained travelling the world for burger recipes and passion you have for making burgers. Your mission to serve burgers that no one else could think of, in a fun environment, with local ingredients is a virtuous and true mission of avourful glory. Let your pride in your way of making burgers shine through in your name. It isnt boastful to say that you believe that the Trburger way is the best. People are attracted to that condence. You dont need to compare your restaurant and your burgers to others. Your product is strong enough to stand on its own, and its time to embrace that. Trburger tells customers that your restaurant will give them the burger experience they have always dreamed is possible. Your new logo and name keeps the feel and look of Unburger without changing the things that made it great. Its simple, strong; yet playful, and keeps with the style of the interior of the restaurant. You already have a style to all your promotional materials, and people recognize the look of your promotions. Changing the name completes the picture and tells the truth about your business. Because the truth is that Trburger has the tastiest, healthiest burgers in Winnipeg.

You give customers The Truburger experience.

truburger
Healthy Gourmet Burgers

truburger Tru
Healthy Gourmet Burgers
Black and White

truburger
Healthy Gourmet Burgers
RGB 237, 28, 36

Tru Tru Tru

truburger
Healthy Gourmet Burgers
CMYK 0, 88, 85, 7

truburger
Healthy Gourmet Burgers
Pantone 1788

Action Plan
Burger Truth Campaign

Tru

Changing your name means that we will not only have to tell potential customers about it, but also make sure your regulars know that all youre changing is the name. Here is a comprehensive plan about what advertising, sales promotions and public relations we will have to implement to spread the word about your new name, and ultimately attract more customers to Trburger.

In the weeks leading up to and following the name change, we will implement the Burger Trth campaign. It will be made up of outdoor signage, posters, in restaurant signage, social media blasts and a simple, branded, online quiz. The campaign will serve to: - Increase awareness of what your restaurant serves (youre not vegan) - Reassure your regulars that you still stand for serving delicious and healthy gourmet burgers - Attract people looking for healthy burgers to your restaurant

The campaign will feature simple facts about your burgers labelled Tr.
The Trburger Burger Trth campaign gives us a chance to address the core issue of the name change, which is that the old name implied that you were a vegan restaurant. The facts will be be accompanied by delicious looking photos of your food. The facts will be bold, concise, and catch the attention of people. They will show that you use local ingredients, have healthy options, and denitely use meat in many of your burgers. The campaign also has a lifespan that will outlive just the lead up to the name change, and is a campaign that you can keep using in the months following the name change to keep telling people all about your great food. The quiz element of the campaign will be an easily shareable Facebook quiz that asks people questions that challenge their assumptions of what a burger can be, with the answers directing them to your restaurant. The video component to the Burger Trth campaign will show the behind the scenes process of making a burger and further explain that you are not a vegan restaurant, while also teasing people with beautiful shots of your mouth watering food. Print advertisements in The Metro Winnipeg will be seen by many after you have changed the name, and will cement awareness of Trburger in peoples minds. All of these elements should cement in peoples minds that you are not a vegan restaurant, that you have a new name, and that people should come to Trburger if they want healthy, tasty burgers.

reprint
We cant escape it. Well have to reprint all of your brilliant menus and signage. The good news is that because the new logo ts in well with your great design asthetic, none of the changes will involve completely redesigning everything.

truburger
Healthy Gourmet Burgers

Natural Beef Mouth Melting, Locally Made Cheese The Tru Burger Experience

Print/Outdoor

truburger
Healthy Gourmet Burgers
eattruburger.com

All- Beef

Print/Outdoor

+ =

Sweet Beets The Tru Burger Experience

truburger
Healthy Gourmet Burgers
eattruburger.com

Communication
We have three clear objectives laid out in The Burger Trth campaign:

Tru

- Increase awareness of what your restaurant serves (youre not vegan) - Reassure your regulars that you still stand for serving delicious and healthy gourmet burgers - Attract people looking for healthy burgers to your restaurant We will use the following forms of communication along with the advertising campaign to make sure that we achieve these goals, eectively changing what people think of your restaurant. We will get them to stop asking if its vegan, and start asking to buy a burger.

Public Relations
Word of mouth through media coverage and customer buzz is one of the easiest and cheapest ways to tell people about the new name. We will plan a grand reopening for the day of the new name. All of the Burger Trth Campaign materials will have the date of the reopening day on them, so people can Find Out The Trth on whatever day we choose to relaunch. On the day, we will oer a free side dish with the purchase of a burger, to encourage more people to try out the delicious food and become repeat customers.

Social Media
Facebook is a great platform to let people show their love of a brand by liking it, and sharing photos with their friends. After adding the new logo, people can be invited to comment on the new name and like it. Using Facebook to post pictures of your specials, reviews of your food, and great looking burger photos will make people more likely to come to your restaurants while giving them a very easy way to share their experience with their friends. The less work people have to do to share something on the internet, the more likely they are to follow through with action. The Burger Trth Campaign will allow you to oer pictures to back up your Tr statements about your burgers, and ask if people agree. This will start a conversation that involves your products, like why blueberry BBQ sauce is great on a burger. This engagement should bring in more people to try your food. Twitter and Instagram give you the opportunity to take the Burger Trth Campaign to the people in a very immediate and easily spread fashion. The #BurgerTruth hashtag and photos of your delicious burgers with captions of your burger facts will build engagement and let people share their TrBurger love. Youtube will allow you to post short videos for the Burger Trth campaign that will show where your ingredients come from and the process of making a great burger. These short segments will be easy to share over Facebook and Twitter, and will allow people to build a connection to Trburger by seeing what goes on behind the scenes.

truburger
Healthy Gourmet Burgers

Local Chicken Fresh Everything The Tru Burger Experience

Print/Outdoor

truburger
Healthy Gourmet Burgers
eattruburger.com

Timeline
2014 February Burger Trth Campaign Metro Ads Name Survey #1 Name Survey #2 Rename to Trburger Video Production Launch Videos Reprint Materials March April May

Tru

This is a rough timeline of all the things that we will need to do to make sure that your restaurant and your customers are ready for your renaming. Spring is the best time to rename because you will see increased foot trac as the weather gets warmer, so the advertising you do to tell people about your new name will be easy to act on, which should result in more customers.

Budget
Outdoor signage: Transit Panels Metro advertisements* Printing Costs Video Production Salary Total $3700 $1100 $700 $200 $1500 $6900 10 Transit panels in local area 5 Weekdays 80 hrs@$18/hr

*Metro advertising varies based on where in the paper and what size the advertisements are. I have budgeted my time to include video production time and creating and organizing outdoor advertising and printing.

truburger
Healthy Gourmet Burgers

Evaluation
Survey

Tru

Every advertising campaign needs a way to nd out and measure if it has been successful. This is especially important if your business is changing its name. We need to make sure that we have changed the attitudes of people in relation to the name of your business.

The easiest and most eective way of nding out what people think is to have a very short survey for them to ll out about the name of your restaurant. We will survey your customers before the name change, asking them what they rst thought when they heard the name Unburger. After the name change to Trburger, we will ask new customers what they rst thought when they heard the name. We will also ask returning customers if they think Trburger sounds more like what they thought the restaurant was once they ate the food.

Social Media
After the name change to Trburger, we can use social media platforms like Facebook and Twitter to follow the conversations and mentions of your new name. We will put up a sign by the register in the restaurant that asks: What do you think of our new name? Let us know on Facebook and Twitter. Through the Facebook Pages service and the Twitter hashtag tracking service, we will be able to see whenever someone has mentioned the name Trburger, and then see what they thought of the name.

Questions?
A name change is a big moment in your businesss life! If you have any questions or would like any more details, please keep asking until youre satised. I can be reached most easily by email, and Ill reply or call you back promptly. kieran.moolchan@gmail.com Thank you very much.

Kieran Moolchan

You give customers The Truburger experience.

truburger
Healthy Gourmet Burgers