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Davis Advertising

Wayback Burgers, Case Study

Objective

Promote a new, limited-time-only menu item, the Philly Cheesesteak, and drive sales of the new sandwich product.

Approach

Play off the appeal of the iconic Philly Cheesesteak experience—heartiness and messiness—to create excitement for a variation of the classic sandwich.

Process

  • Creative Concepting & Message Strategy
  • Copywriting & Graphic Design
  • Video/Audio Production
  • Website Design

Situation Overview

During each quarter of the year, Wayback Burgers offers its customers new, limited-time-only (LTO) menu items. The LTO included a unique variation of the Philly Cheesesteak sandwich.

Challenge

With a reputation as a hamburger QSR, Wayback Burgers first needed to convince customers that its cooking expertise could expand to other sandwich lines. Since Wayback Burgers has franchise locations near Philadelphia, the QSR also needed to convey that its intent was not to recreate the Philly Cheesesteak, but to craft its own version of the sandwich—one that would appeal to both true-Philly-Cheesesteak-aficionados as well as those customers interested in a cheesesteak sandwich.

Process

We worked closely with the Wayback Burgers internal marketing team to develop buyer personas based on the QSR’s consumer insight for sales of like-products. We determined that the target audience would likely skew male over female and would relish the hearty messiness of the classic Philly Cheesesteak.

Using these demographic and psychographic insights, we developed messaging that would capture the appealing essence of a Philly Cheesesteak while reflecting the Wayback Burgers brand personality and tone of voice. We paid special attention to the marketplaces in which this sandwich would be sold, as we identified potential resistance within markets closest to Philadelphia.

Execution

This promotion was planned as a multi-channel campaign including TV/video, radio, digital display and web content, social media content, POP and merchandising. We began our creative concepting with TV/video for its unique power as a multi-sensory medium and high level of viewer engagement.

The ensuing story we developed showcased how this limited-time sandwich can be the perfect meal-maker for those with an appetite for sandwiches so hearty they require two hands to eat. Moreover, we deliberately exaggerated the messiness and heartiness of the experience in a male-skewed context to appeal to our buyer personas while also creating a memorable and humorous play on “wearing your ‘steakface’ with pride.”

We translated our ‘steakface’ story into the various media of the campaign, capitalizing on the engaging visual representations of the sandwich. As part of the digital display, social media content and POP campaign communications, we encouraged potential consumers to become part of the story and share content of themselves eating the sandwich with #Steakface.

Television Commercial

Television Commercial

Product Photography

Radio

Online Banner Ads

Summary

The LTO sandwich exceeded initial sales forecasts to such an extent that the product has become a permanent offering on the menu.

Cape Cod Community College, Case Study


Objective

Enhance the brand perception of CCCC to increase enrollment applications.

Approach:

Gain a better understanding of current student experiences at CCCC and apply the learned insight to reposition the brand.

 Process

  • Brand Discovery/Audit
  • Competitive Analysis
  • Qualitative Field Research
  • Positioning Strategy
  • Creative Concepting & Message Strategy
  • Copywriting & Graphic Design
  • Video/Audio Production
  • Media Planning/Buying

Situation Overview

CCCC was experiencing a steady decline in applications and enrollment due to its perception among prospective students as a second-tier school.

Challenge

Like other community colleges, CCCC needed to overcome the generalized perceptions that: 1) An education from a community college is not as valuable as one from a four-year institution, 2) Employment and salary prospects as a community college graduate are much more limited and 3) Attending community college diminishes social status among peers.

With an increasingly competitive landscape of higher education options, CCCC also needed to position itself as a viable choice for pursuing a degree and/or certification. Overcoming this challenge would not only attract new students but also improve retention of existing students.

Specific to CCCC, the College needed to reassure prospective students that its location on the Cape does not limit campus life activities, college life experiences and workplace opportunities.

Process

To develop a positioning strategy for CCCC, we first needed to complete a brand audit and analysis of the College’s current marketing communications. This helped us to set a brand identity benchmark against which to gauge insights obtained during the rest of our discovery phase. As part of our discovery phase, we completed qualitative field interviews with current students as well as faculty/administrators. The testimonials proved to be an exceptional mine of first-party data, revealing that numerous alumni leveraged their CCCC experience and education to further their higher education and/or become highly successful professionals. Our research also revealed that these success stories were largely unknown by current and prospective students, and that current students were, in fact, finding their campus life and academic experiences to be enjoyable and valuable.

From this process, we identified a unique positioning for CCCC to help the school redefine its identity and developed a comprehensive marketing strategy to drive enrollment applications.

Execution

As local New Englanders, we understand that people often use a flexed arm to symbolize the geography of the region. Fortuitously in this body language representation, the location of the CCCC campus coincides with the flexed bicep muscle. Moreover, flexing an arm is often used to represent strength and power. Capitalizing on these unique coincidences, we used the visual of a flexed arm to develop a slogan that would marry the geographical and the allegorical representations of CCCC: Powerful futures start here.

This slogan shaped the unique positioning as well as creative development for the College. Both visual and written representation were incorporated in a multi-channel campaign including cable TV, broadcast and internet radio, digital display and search, social media content and print collateral. To reinforce the positioning, we photographed and filmed CCCC students who were excited about being able to share their experiences as part of the campaign.

The slogan resonated so well with both faculty and students that it became the College’s tagline and was permanently incorporated into its logo.

Television Commercial

Television Commercial

Print and Pole Banners

Print Advertising

Radio

Summary

The tagline was so successful that it was incorporated into the College’s logo permanently. A greater sense of pride could be felt across the CCCC campus, and the resulting semester for this campaign launch saw a substantial increase in enrollment and retention.

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