KC

ICKSTART

OLLECTIVE
 TABLE OF
3 Agency Introduction

5 Research

8 Situation Analysis

9 Executive Summary

10 SWOT Analysis

11 Competitive Analysis

12 Target Audience

13 Research
CONTENTS
15 Campaign Objectives

23 Media Mix

25 PR Campaign

31 Creative Brief

33 Billboard Ads
35Social Media Ads
37 TV Ads
39 Final Statement
KC ICKSTART
OLLECTIVE
People say that happiness is found in the simple things in life.

At Kickstarter Collective, we do more than say it. We prove it. We embrace

it. We live it.

We have three main priorities: our clients, our employees, and our work.

There’s no gray area in what we do or who we aim to be. We’re ambitious,

passionate, and adventurous. What you see is what you get. We’re not
afraid to test new waters, but we also see the importance of just the basics.
We hope our clients aren’t just satisfied with our work. We want them to be
thrilled, ecstatic, and fulfilled. Get to know us, we would love to know you.

Let us kickstart your business.

JESSICA
HAMMOND
JAKE
JOHNS
KIM
TRAN
HUNTER
FOSTER
SAMMI
MANIS
DREW
LOUIS
HALEY
CARSON
RESEARCH
 SITUATION
ANALYSIS
Sonic Drive-in began in Shawnee, Oklahoma as Top
Hat Drive-in during the year of 1953. The restaurant,
founded by Troy Smith, started out as an abandoned
root beer stand. Known as Top Hat, the stand sold
hamburgers and hot dogs made-to-order. He realized that
this stand had potential, raking in around $700 a week in
sales. Smith saw a food stall with a homemade intercom
system when traveling around Louisiana in 1954. He
was immediately inspired and contacted the innovator to
have them installed at Top Hat. Smith then hired carhops
on roller skates to deliver food to cars. The name was
changed to Sonic, derived from Top Hat’s slogan, “Service
with the speed of Sound.” The new roller skating, juke
jam theme was a classic hit. Customers loved the fun and
efficient service. Smith saw a business opportunity and
soon Sonic franchises developed. These drive-ins were
first built in Woodward, Stillwater, and Enid. After the first
expansion was a huge success, Sonic expanded across
the state and country. There are currently over 3,500 drive-
ins in 45 states. Now, the menu consists of much more
than just hot dogs, root beer, and hamburgers. The menu
has a huge selection for all customers wants and needs
at an affordable price, making it one of the top fast food
chains. On top of that, Sonic has invested in customer
service, philanthropy work, and advertisements.
In 2016, Sonic Inc. generated $606.32 million in
revenue and $205.08 million in gross income, less than a
1% increase from the year before. The operating income
was $127.45 million and the net income was $64.07 for
2016 as well. Advertising costs amounted to $23.4 million
in 2016, around the same costs spent in the two years
prior. However, at the end of the second quarter in 2017,
Sonic saw a 7.4% decline in sales. They also saw a
decline of 7.3% in drive-in franchises and an 8.9% decline
in company-owned restaurants. Even though there has
been some downfalls, Sonic continues to look for ways
to improve. Overall, Sonic’s average unit sales is at a
whopping $1,244,000. As for employees, there are 420
corporate employees and approximately 9,200 restaurant
employees around the country. Employees also get
benefits such as retirement benefits, vacation time, and life
insurance. Sonic maintain it’s employees by having a fun
and relaxed work atmosphere.
The customer base consists of mainly men who are
between the ages of 18-24 and have a college degree or
higher. Their household income ranges from $75,000 to
$99,999. Their customers enjoy something convenient,
delicious, and affordable. Sonic is also popular among
students as well. At the same time, their advertising is
aimed towards all generations, hence the name “America’s
Drive-In.” The “Two Guys” advertising campaign has
been running for over 15 years, carrying both extremely
positive and negative responses along the way. Their
advertisement aims to relay to the customer by using
humor. Sonic is also big on social media and they have
a strong presence in the media. They also use various
tracking technologies such as cookies, pixel tags, and
other similar methods. They are big on advertising
therefore their advertising budget exceeds $100 million
annually.
Sonic implements a variety of media campaigns as
distribution channels. Sonic is now a franchised business,
so each branch controls certain their levels of distribution,
but all of them fall under the same scope of inventory
distribution. Television commercials for corporate company
features two consistent characters, adding to brand
strength. Recently, an app was launched in order to
increase Sonic’s social media presence. Customers are
able to pay for their food on their phone, send gift cards to
friends, search locations, and receive rewards. The drive-
in also has a Happy Hour, where customers can receive
discounted food and drinks, encouraging purchases.
Despite the success Sonic has had, there is still much
to be accomplished. Sonic has consistently rated lower
with consumers on advertising and marketing with their
two quirky commercial actors. Customers feel unattached
and annoyed by these commercials and they do not
appeal to any classification of audiences well. In regards
to the service, overall Sonic scores relatively low in this
field as well. Customers have complained about the time
it takes to get their order, the freshness and quality of
their food, and the attitude of their employees. Not much
positive feedback has been received in regards to other
aspects such as the environment, the price, or other
factors that are included in the Sonic experience.
EXECUTIVE
SUMMARY
Established by Troy Smith in 1953, Sonic has quickly expanded
nationwide. It began as a small stand with a menu consisting of
only hot dogs, hamburgers, and root beer. Over time, Sonic began
incorporating its now famous retro themed drive-in. It pulled in
customers with its lively atmosphere, including a roller skating
service. It also made ordering convenient and efficient with its drive-
in. The menu soon expanded and now Sonic boosts its wide variety
of foods at a great deal. With its large success, Sonic now has over
3,500 drive-ins in 45 states.
Regarding its financial status and work environment, Sonic has
also seen great success. In just 2016 alone, it raked in $606.32
million in revenue and $205.08 million in gross income. As for its
average unit sales, Sonic lies around $1,244,000. At this rate,
Sonic currently has 420 corporate employees and 9,200 restaurant
employees around the country. The company is known for its fun,
chill, and laid-back work environment while still maintaining top
customer service. Employees also enjoy many benefits.
Sonic’s customers tend to be younger, around the ages of 18-
24. They’re also in the middle class with a college degree or higher.
The company relates to its customers by its huge commitment
to advertising. They spend over nearly $100 million annually in
advertising alone. They have seen a great hit in their famous
commercials with the “Two Guys”. They tend to use humor to grasp
their customers’ attention. They also promote their Happy Hour and
weekly or month deals as well. Sonic also has a strong social media
presence. The company’s main distribution channels rely on a
variety of media campaigns. Sonic now a franchised business, with
each branch controlling certain levels of their distribution. However,
it all falls under the same scope of inventory distribution. Their
commercials generally consist of two main characters that add to its
brand strength. They also have a strong social media presence and
they are known for their Happy Hour. In addition, they have launched
a new app.
However, Sonic has failed to meet customer satisfaction.
Customers are slowly getting annoyed by the two guys in
commercials because it’s overused. Customers have also felt a lack
of customer service. The quality of their food, time getting their food,
and employees’ attitudes have all played a role in this. With that
being said, these are the two main focus areas. Sonic will continue to
aim higher, but in order to do so, it’s time to change advertising and
customer service strategies.
 SWOT
ANALYSIS
STRENGTHS WEAKNESSES
Lack of security
A retro-themed drive-in that offers a
quick, fun, and efficient food service No global presence
Nationwide presence with around 3500 Mainly focused in Southern regions
drive-ins Workers are not highly trained
Been in service for over 60 years
(mastered the art of fast food)
Unique features - patios, playgrounds,
roller skating, drive-in, Happy Hour
Wide menu variety - affordable options
Well-known advertisements (TV
commercials)
Loyal customers

OPPORTUNITIES
New advertising campaign without those
two guys
Rebranding - new equipment, update
business model
Offer some healthier options
Expand our social media channels
THREATS
People are looking for healthier options
Other fast food places have a better
brand name and they offer dine-in
options
No international presence
COMPETITIVE
ANALYSIS
WHATABURGER
Whataburger is Sonic’s second
largest competitor. Founded in 1950,
Whataburger is highly competitive with
Sonic because it remains close to the
South. Whataburger’s main advantage
is that it stays open 24/7. It also offers
many similar foods as Sonic such
as burgers, chicken strips, and fries.
However, Sonic has a much bigger
presence outside of the South than
Whataburger and it lacks the revenue
that Sonic acquires. Sonic also offers
late night snack deals and Happy Hour
while Whataburger does not.
MCDONALD’S
Founded in 1955, McDonald’s is one of
Sonic’s biggest competitors. McDonald’s
has a much wider spread than Sonic and its
reputation in the fast food industry remains
strong. The famous golden arch can be seen
almost anywhere. It has even expanded
internationally. Both food chains also offer
similar products and deals. Although the
companies have many things in common,
Sonic still stands apart due to its drive-in stall
service. It has even been ranked as the top
drive-in food chain in America. Sonic also
offers a wider variety of food such as bizarre
drink combos, milkshakes, wings, hotdogs,
and much more.
DAIRY QUEEN
Dairy Queen was founded in 1940 and is
known for its famous soft serve ice-cream
and fast food options. Dairy Queen comes
in as the only competitor of Sonic that has
a wide variety of ice-cream products on its
menu similar to Sonic. Dairy Queen also
offers a selection of shakes with different
toppings, mixtures, and even slushes. It
also has a strong presence nationally and it
has locations in approximately 20 countries.
Still, Sonic rises to the top of Dairy Queen
due to the different foods it offers and its
convenience. Sonic also devotes more into
their marketing campaign by investing in TV,
internet, and radio advertisements.
 TARGET
AUDIENCE
According to Citrix, our target audience member is:
Men & Women / Ages 18 - 24 / Attended college /
$75,000 - $99,999 annual income
Persona
Justin Fairbanks is a 23 year old recent college
graduate. He graduated from MIT with a degree in
MIS. He is from Tulsa, Oklahoma but is currently
working in Dallas, Texas at Epsilon.
Being the computer wizard he is, Justin’s
hobbies include coding and freelance graphic
designing. Outside the tech world, he also
enjoys roller skating, reading comics, and
volunteering at local nonprofits on his days off.
Justin lives in a small apartment with his
new finance, Sally Bormen. Their goal is to buy
a house together and start a family in about 5
years. His personal goal, though, is to receive
a promotion in his job within 2 years.
Despite his dedication to his work and
extreme intelligence, Justin faces still being
seen as a young, new employee, being
overqualified for his current duties, and a lack
of confidence due to these challenges.
Justin visits Sonic at least once a week to
grab a drink after work or a quick Happy Hour
snack while on his lunch break.
RESEARCH
After conducting multiple interviews and 200 surveys, we dove deeper into our knowledge
of the Sonic consumers.

Three out of four consumers have gone to Sonic within the past month.

Happy Hour, from 2 p.m. to 4 p.m., is the most popular time for consumers to visit Sonic.

Most consumers don’t rank Sonic among their top favorite fast food restaurants.

Most of Sonic’s current campagins are ineffective among consumers.

OBJECTIVES
CAMPAIGN
OBJECTIVES
Our objective is to reach consumers across the board. This
campaign caters to people of all ages, not just one segment of the
market. Our main goal is to bring our customers back to simpler
times, like when Sonic Drive-In began.
STRATEGY
After determining our target audience, we will advertise to those
consumers through television, social media, and outdoor marketing
strategies. Because the big idea of our campaign caters to all ages
and demographics, despite the main target audience, the various
mediums we utilize are going to be extremely effective in catching
the consumer’s eyes.

TACTICS
Our goal is to highlight the original aspects of the first Sonic Drive-
In through our advertisements on television and elsewhere. A
retro space theme is the viewpoint we decided was the best way
to encororate this idea. Going back to Sonic’s roots while utilizing
current celebrities to intrigue younger generations.
MEDIA
 MEDIA MIX
Budget total $55,000,000
Contingency $1,650,000

Production $2,200,000

Social Media $12,150,000

TV Ads $17,000,000
Outdoor Ads $22,000,000
MEDIA BUDGET
TO THE STARS
PUBLIC RELATIONS CAMPAIGN
OUR MISSION
At Sonic, we believe we are fueling the generation of tomorrow. Every snack, every
midnight shake, and every early morning breakfast run is important for helping our children
of the nation to become the best they can be. Simply put, the children hold the keys to the
future.
We want to invest in the children that are investing in the world. Kids are constant
dreamers. We want to continue their goals and aspirations and turn them into dreams that
come true.
OUR PARTNERS
With the aid of the National Aeronautics and Space Administration (NASA) and the
National Girls Collaborative Project, Sonic is enabling the future astronauts and space
aviators to pursue their passion. With their help, we will fit the bill.

OUR DREAMS = YOUR DREAMS

Sonic will award 10 scholarships to girls who are going to pursue STEM occupations. The
scholarships will be $100,000 for each recipient. They are also guaranteed an internship wit
NASA upon graduation of college in their respective careers.
To participate, wishful kids can eat at Sonic up to twice a day and keep their receipts.
Parents can go online to our website or can use our app to track their “rocket ship” power to
the scholarship. Each meal is 10 points. Meals include Wacky Packs or adult value meals
only. Points can also be earned by social media awareness and engaging with the NASA
Kid’s Club for other exclusive ways to earn points. The goal is to get to 100 points within a
year. The contest will run from November 21, 2017 12:00 a.m. CST until November 21, 2018
at 11:59 p.m. CST.
Sonic will utilize their Twitter, Facebook, and YouTube accounts to reach their followers
online. By producing weekly hashtags to use in their tweets, potential recipients can engage
and interact to earn points as well. One tweet per entry per week. On Facebook, Sonic will
ask for children to share their favorite memory at Sonic OR why they want to pursue their
dream in the STEM field. On YouTube, Sonic will accept submissions of applicants as they
explain their vision for their futures in STEM. Sonic will also have an overall-arching hashtag
that can be used for guerrilla marketing on outdoor billboards, Sonic Drive-Ins, and more. TV
Commercial clues will also be marketed to channels such as Disney, Nickelodeon, Cartoon
Network, as well as the DIY channel to inspire future STEM hopefuls.
Through these initiatives, Sonic will inspire the children of the United States and instill
drive and determination for scholarship hopefuls. This campaign aims to raise awareness for
the Sonic brand as well as invest in the future of the nation. By providing equal opportunity
scholarships for STEM girls, they will continue to be propel girls whose dreams lie in the great
beyond.
 THE
CREATIVE
 CREATIVE BRIEF
PROBLEM
Sonic has consistently maintained an upbeat and lively advertising direction
with the Two Guys commercials. While some Sonic customers appreciate the
whimsical or corny jokes, others feel the Two Guys fall flat and don’t embody
the characteristics of Sonic. By changing the frequency of these commercials
and re-writing the scripts to communicate to their audience, they can aim to
include other exciting factors of Sonic that people love and value. Through these
communication efforts, the brand can appease both parties.
SMP (Single-minded proposition, Selling Proposition)
Sonic: America’s Drive-In and America’s Dream

TARGET AUDIENCE
Sonic is America’s Drive in, but who in America is Sonic not reaching? Sonic
needs to pay attention to men who are grinding away at the office and have
recently graduated. After a long day at work, they want a fast and tasty meal
to ease their tedious workload. These men who are 18-24, along with other
millennials, are taking the road less traveled to reach their career goals. They are
determined, hungry, and ambitious. Let them take the Sonic route, instead. It’ll
lead them home.

OBJECTIVE
To not only to expand Sonic’s horizons by franchise expansions but also to
re-brand remember its roots and bring back the retro and classic feel of the
American Drive-In. Sonic is committed to their customers and wants the company
to always stay close to the American Dream.
 CONSUMER INSIGHTS
While Sonic values its speed of light service, authentically made-to-order food,
and eccentric theme, some fans don’t experience this at their local Sonic. Sonic
needs to instill the same excitement the brand had when it first installed their
intercom ordering stalls. This is why traveling back in time with be the best
direction for the brand. Sonic, with its renewed energy and carhop services on
skates, can drive back into American’s nostalgic hearts.

THOUGHT PROCESSING
(STRATEGY, CONSIDERATION, SUPPORT)
Sonic takes their thoughts seriously, despite all of their fun and games. Sonic
values the customer. Sonic, after reviewing what their customers had to say by
conducting their own surveys, realized the improvements they needed to make.
That’s why going back to the basics is where they are heading. Nobody said
the basics had to be boring. With the retro classic feel making an appearance
once more, fans will experience the old and authentic Sonic again. Back to the
basics. This means supersonic service both in quality and speediness, interstellar
attention to orders and customer input, and reviving the American Dream once
more. Sonic doesn’t let good dreams go sour, just like they don’t let the cherries
for their limeades, either.
BILLBOARD
ADS
Print advertisements will be created due to the high percentage
of consumers exposed to outdoor advertisments. These
advertisments will drive Sonic’s Blastoff campaign by keeping
focus on the products, while remaining consistent with the space
theme.

The simplistic advertisments with clever sayings are consistent

with Sonic’s brand, but still manage to amplify the campaigns
ideas.
 SOCIAL MEDIA
Our target consumers are moderate users of social media. Targeting consumers
while they are using their phones can stick with them throughout the day and
cause them to head to Sonic over another competitor when they are hungry or in
need of a Happy Hour drink.

Our social media ads will be presented across multiple different platforms,
including Twitter, Facebook, Instagram, Snapchat, and YouTube. These are the
biggest social media platforms we found consumers using.

Facebook and Instagram ads will appear in the form of short video clips
and photos that come up on a users timeline. We will boosts these posts to
consumers in specific areas and of certain age ranges and genders to fit our
target audience. This ensures that we are reaching the specific person we want
to buy our products.

Snapchat and YouTube ads will be quick, 10-15 second videos that appear
before viewing a video or Snapchat Story. These short ads will consist of clever
one-liners that intrigue the view while informaing them about the products.

A space theme will be consistently carried through all platforms to ensure that
viewers recognize the campign that Sonic’s food is “Out of this World” and create
a mysterious yet intriguing feel that will convince viewers to head over to Sonic
and pick up their favorite snack.
 TV SPOT
TV advertisments are another important medium for our target
consumer. But based on our research, consumers were not
responding well with the current faces of Sonic, two cheese raido
hosts who are consistently featured on commericals.

In order to appeal more to the younger generation, we decided

to utilize celebrity appearences in the commericals. Amy Poehler
and Kevin Hart are both commedians and actors that appear
in movies targeted at our target audience. By utilizing them in
commericals, consumers will have a better view of Sonic.
The celebrities will still have clever one-liners that sponser Sonic’s
products and are consistent with the aims of Sonic’s current
commericals. It will keep Sonic’s laid-back and casual vibe
throughout the campiagn.

The background, though, will not be the traditonal drive-in

background. Instead, the actors will be featured on a spaceship
with Sonic’s food floating around behind them. This is how the
idea that Sonic’s food is “Out of this World” will be tied in to the TV
spots.
 FINAL
STATEMENT
 Our agency is transitioning Sonic toward a new campaign ad. While we
don’t want to stray too far from Sonic’s old advertising ways, we would
like to use new tactics that accommodate more to today’s trends. We
hope our marketing campaign will appeal to today’s millennial age while
also capturing the hearts of our older consumers. Our ads are clean
cut, simple, and straight to the point. We want to maintain Sonic’s family
friendly and easy going atmosphere, so that’s exactly what we did. We’re
bringing our customers back to simpler times. To ensure our campaign is
working, we will conduct follow-up surveys. We will also have a stronger
social media presence. We will track the number of shares, retweets, and
likes. From there we will see which ads are the most effective and expand
our ideas. We will also continue to raise money for scholarships and meet
with the recipients to see if they’re on track. We also want to know how
they do in the future. Sonic has always been there for people. We’re just
throwing it back to where it all started.