Objective

● Tacodeli is an Austin, TX-based taco shop chain looking to open its first location in the Bay Area.

● Launch a new Tacodeli location in San Francisco.

Challenge

● Saturated market with many existing options.

● Low/ non-existent brand awareness

Parameters

● Store opens July 1, 2016

● Budget: 500,000

● Timing: Jun-Aug 2016

Mexican Food Monstor

I eat 16 or more packs Mexican food last 30 days

I will spend whatever I have to, to make myself look younger. I care the calories in what I eat. I don’t often have the time to prepare healthy meals. I am too busy to take care myself.

ABSENT-MINDED,BRAVE, ADVENTURESOME DOMINATING, AGGRESSIVE STUBBORN, OBSTINATE

Media Habbits

I find TV advertising interesting and quite often it gives me something to talk about. I enjoyed watching kid’s TV shows with my children. Advertising helps me choose products to buy for my children.

Social sharing/ networking websites are a way for me to tell people about companies and products that I like.I like to follow my favorite brands or companies on social sharing/ networking websites.People frequently send me requests to connect with them on a social sharing/ networking website. I often access social sharing/ networking websites from different devices. I often post or comment on social sharing/ networking websites. I pay attention to ratings and reviews posted online by other consumers.

I try to keep up with news from Hispanic or Latin American countries.I try to keep up with sport from Hispanic or Latin American countries.

Media Recommendation Summary

Strategy Drive video views across desktop and mobile to remind audiences Tacodeli is coming.

Use high impact opportunities on audiences’ way home or to work to attract target people’s attention.

Leverage promoted media and native placements across social platforms to build the following and social engagement.

Consideration Set

Recommendation

Video Seeding Recommended Placements: :30s Spot

Total Impressions: 2,587,500 Total Budget: $90,000CPM: $30

Rationale:Target people like talking about what interesting advertising they found. They enjoyed wathching TV shows with children, and advertising helps them choose products to buy for children.

They try to keep up with news and sport from Hispanic or Latin American countries.

OOHRecommended Placements:14' x 48' Billboard

Views: 30 daysTotal Engagements: 150,000 Total Budget: $65,000

Rationale:Out-of-home advertising is focused on marketing to consumers when they are "on the go" in public places, in transit, and waiting.The occupation of target people is 32% more likey Sales. They think they are too busy to take care themselves. For these people, OOH is a good touch point when they are on the way to somewhere.

Social Engagement

Total Clicks: 18,000 Total Budget: $36,000CPC: $2.00

Facebook:Sponsored Stories

Recommended Placements:

Rationale:

● Social sharing/ networking websites are a way for me to tell people about companies and products that I like.

● I like to follow my favorite brands or companies on social sharing/ networking websites.

● People frequently send me requests to connect with them on a social sharing/ networking website.

● I often access social sharing/ networking websites from different devices.

● I often post or comment on social sharing/ networking websites.

● I pay attention to ratings and reviews posted online by other consumers.

Promoted Tweet: Interest Targeting

Total Clicks: 14,000Total Budget: $62,500CPE/CPC: $4.50

Yelp: Sponsored Listing

Total clicks: 8,500 Total Budget: $25,500CPC: $3.00

Media Flow

06/01 06/08 06/15 06/2906/22 07/06 07/13 07/20 07/27 08/03 08/05

% of Media Weight

10%

20%

30%

40%

50%

Total Spend: $500,000Total Impressions: 9,000 Total Est. Total Clicks: 785,000Total Engagements: 150,000

Video Seeding

OOH

Social Engagement

Budget SummaryPartner Total Spend Clicks Engagements Impressions

ABC $77.625 - - 2,587,500

NBC $77.625 - - 2,587,500

FOX $77.625 - - 2,587,500

CBS $77.625 - - 2,587,500

OOH(30 days) $65,000 - 150,000 -

Facebook $36,000 18,000 - -

Twitter $62,500 14,000 - -

Yelp $25,500 85,00 - -

Totals $500,000 40,500 150,000 10,350,000

Thank You