Nutritious Advertisement Campaign
Assignment 2: Campaign
18/3/2012

Hayley Craig - 20122769

Contents page 1. Cover page 2. Contents 3. 1.0 Executive summary 4. 2.0 Situation analysis 5. 2.1 external forces 6. 2.2 internal forces 7. 3.0 target publics 8. 4.0 objectives 9. 5.0 strategies 10. 6.0 projects and action plan 11. 6.1 specific tasks 12. 6.2 time frame, 7.0 conclusion

1.0 Executive summary:
McDonalds is an internationally recognized organization as a leading global foodservice retailer. With 34,000 restaurants worldwide, 1.8 million employees, serving approximately 69 million people in 119 countries each day. Although it is a leading foodservice retailer there are some areas that should be address, that if fulfilled can greatly increase business for the company. The main issue with all fast food services is the way they are viewed in the public eye as they are so heavily monitored by the media. Many individuals and families are reluctant to purchase fast food in general due to the reputation of poor quality nutrition and lack of healthier options; this is an issue McDonalds will have to conquer through marketing, advertising and public relations.
Advertising will also be vital to gain the awareness through the main channels of communication. McDonalds already has extensive advertisement via television and billboards. Brand awareness would greatly increase if there was more advertisement via online, via popular websites such as Facebook and Twitter which are constantly used.
McDonalds already has a Public Relations team that is concerned with the way they are perceived, it is vital for their roll to maintain long term benefits and gains and make sure the image of the company is maintained and if not improved.
In terms of marketing, McDonalds needs to put more emphasis on their campaign and strategy for introducing healthier more nutritious options. This can be achieved through hiring a smaller group that specialises in marketing particular individuals. Creating a marketing strategy will set out the expectations and goals they hope to achieve whilst also improving the image of the organisation.

Overall McDonalds is already an excelling fast food retailer, however the brand image and the advertisement for healthier options is where the organisation does suffer and this is what needs to be addressed in the campaign.
2.0 situation analysis (SWOT analysis included in other documents)
2.1 External Forces
Competitors
Competitors will always be a threat to McDonalds. Within Australia and internationally there is a large number of competitors that provide similar food services as McDonalds. Within Australia alone, competitors such as Hungry Jacks and KFC are just two examples of highly established organisations that are constantly in competition with McDonalds.
Key competitors * Hungry Jacks: Major competitor for McDonalds within Australia. Established just over 30 years ago “Hungry Jack's® has become an iconic Australian brand, delivering quality products within the Quick Service Restaurant industry” * A hungry jack involves itself in the communities and sponsors the Gorilla conservation breeding program. They also follow the partnership of Keep Australia Beautiful, with their packing containing the bag it and bin it logo. They also support all Australian football. * Hungry jacks can be seen as McDonald’s highest competitor within Australia due to its vast amount of options. * KFC: was established in 1968, and now has 600 stores in Australia and New Zealand. It specialises in its secret herbs and spices provided with its chicken meals. These two companies both have similar goals to McDonalds, that being provide quality fast food at reasonable prices. Therefore if McDonalds wants to exceed over these competitors it has to gain an edge over then and excel in communicating the healthier options available.
Funding
McDonalds is based on the profit from its shareholders, as 80% of all McDonalds restaurants are franchises the company receives its funding from the consumers purchasing the products.
Regulations
With the Guidance from the Global Advisory Council, McDonalds will continue to evolve its overall approach of selling as much as possible, while also meeting individual markets specific needs. Since 2004, the GAC has provided McDonalds guidance on key areas such as global nutrition labelling, which involves motivating children to eat more fruit and vegetables.
Public Image
Fast food restaurants are always heavily monitored by the media and the public. Although the media such as television is used by the company to broadcast their products, other forms of media such as the newspaper is used and can negatively represent the company. Any form of upset, will most likely be publicised to the public via the news. Therefore McDonalds has a fragile reputation that must be protected to remain credible.
2.2 internal forces
Facilities
McDonalds provides food ranging from breakfast, lunch and dinner, including desserts and drinks. It is well known for its diverse range of burgers and fits almost the entire target market with its many different choices. Although it has remained consistent with its original principle of the burgers with a side of chips and drink it has evolved and developed new styles to grow with the progressing consumers such as the new salads and wraps to meet the newer markets healthier alternatives.
Brand
The brand is an extremely strong point for McDonalds; the Golden Arches and Ronald McDonalds are signature trademarks for the company and are internationally recognised without the mention of the name. McDonalds has created a very successful brand name for itself.
Staff
Employees are essential for any business. As it will affect how the public will view the company as a whole. McDonalds provides its workers with extensive training in customer service, it offers minimal wages and employs a large number of school kids to encourage a fun, friendly environment.
3.0 Target Publics The idea of the campaign would be to target teenagers as they are a highly influential demographic, as they are always wanting the next best thing. As there is now the current obesity epidemic within society, it is essential to try to influence the younger generations to eat nutritional foods instead of unhealthy options. As McDonalds has developed a negative image for its unhealthy options it would be advisory to start advertising these healthier options to the teenagers, in hope that it will make the company seem adaptable and diverse.
By using main streams of advertising such as the internet now it can target almost the entire general public as most people have access to the internet or computers now. The graph bellowed gathered from the Australia Bureau of Statistics shows that in 2010-11, 79% of individuals aged 15 years and over had accessed in the internet in the past 12 months, a 5% increase from 2008-9. Persons aged 18–24 years had the highest proportion (96%) of individuals accessing the Internet. This information indicates that it is the younger generation that will be most likely influenced as they are always online and it would be advisable to target that market and age group.

4.0 Objectives
4.1 Advertising * To secure and advertisement on highly used websites such as Facebook, advertising the new healthier options by the end of 2013. These advertisements must advertise that McDonalds is a changing organisation that provides healthy options. It should try to appeal to the older generation who may have children, as most parents may be discouraged from by McDonalds due to the unhealthy name.
4.2 Branding * McDonalds already have a recognisable brand name that does not need improving. However, a new brand for the healthier options could be created, for example what has been done with a McCafe could also be created for the nutritional food options
4.3 Public Relations * The objective is to try to secure a positive media story informing the public of the healthy foods McDonalds now provides and what the meals contain. People are still prejudice towards the idea that McDonalds could create anything healthy due to its unhealthy identification. Therefore the PR teams must continuously work to try and reinforce that the options are actually nutritious.

5.0 strategies * The main strategy and it can be achieved through three different ways. The objective is to show the public the new healthier options from McDonalds and how these meals are actually nutritious. I will achieve this through the marketing, advertising and public relations, placing key emphasis on mainstream advertising and solid campaign marketing through the use of the internet and popular websites.
5.1 Advertising * Acquiring ad space online involves booking a time slot, therefore the focus of the strategy will be to creating and advertisements that targets key publics (18-24) in a time slot that has the highest amount of the target market using it.
5.2 branding * An outside consultant such as a webpage designer should be incorporated to create this website advertisement, and to organise a way that the website like Facebook could also benefit from the advertisement being played on the site.
5.3 Public relations * The PR team should start to create a short and sweet advertisement that will be presented on the side of a website like Facebook that will be short, sweet and direct. It should also be enticing and make the audience want to try the new healthy option.\
5.4 marketing * McDonalds already has a marketing team employed, but a professional marketing plan and strategy will need to be written.

6.0 Projects and Action Plan
6.1 Specific Tasks
Customers
As McDonalds survives off its customers they are the single most important aspect that they need to focus on. As already established fast-food retailer around the world is not always viewed in the best light as it is grouped along with weight gain and lack of nutrition. This must be changed and the public must be shown the new benefits and healthier, nutritious options McDonalds has to offer.
Advertising
McDonalds is well known for its extensive advertising around the world. With its advertisements on television, billboards, bus stops, magazines and newspapers, it is easy to say McDonalds advertises its products extensively. However as technology is developing the internet is now becoming the most popular forms of advertisement. In this case the public relations team will need to evolve with the changing world and begin streaming online. Advertising online through websites such as Facebook will affect the largest amount and will guarantee to hit the target market. Using this form of advertisement will allow high visibility to a large amount of the population.
Public Relations
The public relations team should be able to generate more potential customers through the creation of advertisements on sites that are highly used by those potential customers. Advertising on websites like Facebook which is used by approximately 11 515 960 users monthly in Australia, would increase the awareness of these healthy options, although most users are found to be ranged between 18-24, older generations are now becoming involved as it has become a form of communication. The PR team could create a short advertisement that is played on the side of the website so the individual can see it, presenting the new nutritious option and what the particular healthy meals contains.
Along with this McDonalds could advertise and open day where the public is encouraged to go to all the local franchises and have samples of the healthy options. In doing so it will provide clarity to potential customers, and hopefully put the public mind at ease about the negative reputation fast food retailers have gained. The team should conduct surveys from the general public in improve long term goals.
Branding
McDonalds’s brand represents its public image; the golden arches have become globally recognised. This brand is linked to McDonald’s values and public image, however, due to the health problems that have arisen; McDonald’s public image has been shaped around related to unhealthy fast food. It would not be advisable for McDonalds to ever change its symbol or logo because of its recognition; however it may be an idea to try to slightly change it to represent McDonalds’s changing and adaptive nature.
Continues Improvement
In order for McDonalds to remain competitive as a company and stay at the top of fast-food retail, it must be constantly looking to improve and expand. In today’s society the general public is obsessed with the major issues of obesity and health issues. By meeting these needs and trying to adapt and provide nutritious options to the public, it will allow them to accommodate more customers and therefore make larger gains.
6.2 Time frame

7.0 Conclusion
McDonald’s is a multibillion dollar fast-food retailer that is globally recognised. It is a leading organisation that is still developing and growing. McDonald’s mission is to continuously improve their social and environmental performance, and provide the highest quality of food and superior service.
McDonald’s is already a highly established fast food retailer established in Western Australia and it already consists of a larger number of franchises situated around Australia and the world, and is one of the leading fast-food retailers in its class. McDonalds has had a lot of great achievements, evolving from one burger store in Philadelphia 70 years ago, to now having over 34,000 restaurants worldwide. What this campaign addresses is the issues surrounding the way the general public views the company and its image. It establishes ways it can try to change the brands image through PR, marketing and advertising in order to gain growth and success for the future.
If McDonalds can meet these areas and become involved online it will gain competitive advantage over its competition, as there is minimal fast-food retail advertisement on popular sites. Therefore by addressing these issues and creating an online advertisement campaign McDonalds will create unique to its competitors.