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Patti Foley

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Patti Foley

Director, Marketing

Communications & Svcs.

Jack in the Box


Our heritage…

BUSINESS IS PERSONAL


Our fearless leader…


Our footprint…

Over 2,100 locations


Our products…


Our target…


Our body of work…


OOH on the rise

OOH has recently grown at

a higher pace than any

other media channel in Jack

in the Box plans


…but not without its challenges

Fragmented

Media Mix

Restricted

Promotional

Periods

Franchise Business

Model


Evolution brings diversification

OOH has evolved from mostly

traditional to a highly diverse mix

of tactics


Focus on three key areas

Traditional Placed Based Digital


Traditional OOH


Really Big Chicken Sandwich

• Summer ‘10 (4 week campaign)

• 22 markets

• Digital & static bulletins, posters,

transit, aerial


Showcasing Really Big Chicken Sandwich


All American Jack

• Winter ‘11 (4 week campaign)

• 33 markets

• Digital & static bulletins,

posters, transit


Showcasing All American Jack


Place Based OOH


All American Jack hits the bar scene

• Winter ’11 (4 week campaign)

• 8 markets

• Digital bar media


Connecting brand to audience


Late Night

• Summer ‘11 (4 week campaign)

• Portland

• Digital HD wall projections & bar

media


We’re open late


Digital OOH


Free Grilled Sandwich

• Winter ‘10 (1 week campaign)

• 10 markets

• Digital bulletins


What’s ahead and beyond

Social Media will help facilitate immediate

interaction between Jack in the Box and it’s

consumer

Eyes On will provide more reliable

measurement and inform the planning

process

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