Create Your Own Local Store Marketing Calendar and Plus-Up Guide 2015

Transcription

1 Create Your Own Local Store Marketing Calendar and Plus-Up Guide 2015 Table of Contents 4 Steps to Creating Your Own Local Store Marketing Calendar... 2 Overview of Pop Culture Holidays & Months 3 Timeline for Ordering POP from Craig Specialty Advertising (CSA)... 4 Timeline for Sponsorships... 4 Photo Opportunities... 5 Muggings. 6 Cruise Nights. 7 Monthly Calendar (Editable) Monthly Plus-Up Examples Contact Information 37 1

2 4 Steps to Creating Your Own Local Store Marketing Calendar Each A&W restaurant is unique, and one of the most effective tools for any operator to increase profitable sales is to plan and implement Local Store Marketing tactics. There are a variety of methods, promotions, and approaches to LSM. This guide is intended to provide a framework of potential LSM campaigns, get you thinking about your local community, and outline ways to plus-up your LSM. 1. Promote the National Sales Event. 2. Layer in one local promotion/event each season. a. Participate in community events; integrate your A&W as a pillar of your community. b. Determine which community events are important and tie into them. i. These will vary greatly based on your location. A few examples of community events include: parades, Pee-Wee Football and Cheerleading, school starting/ending, Share Nights, Cruise Nights, and community festivals. c. We recommend layering in at least one local promotion/event each season. 3. Determine the promotional tactics. a. Order POP from Craig Specialty Advertising (CSA). i. Contact CSA at or visit ii. Any POP (e.g. Bouncebacks, Counter Cards, Yard Signs, Banners) can be customized. iii. There is no charge for creative design from CSA. The franchise partner pays for printing and shipping. b. Train Team Members. They promote events and need to understand their roles before and during events. c. Promote the event on your in-store flat panel TV loop and your exterior readerboard. d. Integrate digital media into your marketing and promotion. i. Contact Liz Bazner from A&W Marketing for assistance ebazner@awrestaurants.com e. Distribute press releases to local magazines, newspapers, TV, and radio stations. i. Contact Rachel Templar from A&W Marketing for assistance rtemplar@awrestaurants.com f. Inform your FGL of upcoming events. g. Have the calendar available in store for Guests to take with them, posted on your community board, and on your Facebook page. 4. Host events. a. Have fun! b. Remember, you may need additional staff for special events, so schedule accordingly. c. Rooty the Great Root Bear is a perfect addition to any event. 2

3 Overview of 2015 Pop Culture Holidays & Months January National Soup Month 1 New Year s Day 15 Strawberry Ice Cream Day 19 Martin Luther King Day 20 Cheese Lover s Day February Chocolate Lovers Month Potato Lover s Month Hot Breakfast Month 1 Super Bowl Sunday 2 Groundhog Day 8 Boy Scouts Day 9 New Sales Event Starts 14 Valentine s Day 16 President s Day 19 Chocolate Mint Day 27 Chili Day March 6 Oreo Day 8 Day Light Savings Time 10 Employee Appreciation Day 17 St. Patrick s Day 20 First Day of Spring 21 Corn Dog Day April 1 April Fool s Day 5 Easter 13 New Sales Event Starts 22 Earth Day 22 Girl Scout Leader Day 23 National Picnic Day May Hamburger Month Strawberry Month Book Month Family Month 2 Brother and Sister Day 5 Teacher s Day 10 Mother s Day 18 I Love Reese s Day 25 Memorial Day 28 Hamburger Day June Dairy Month Candy Month Ice Tea Month 7 Chocolate Ice Cream Day 8 Best Friend s Day 10 Children s Day 14 Flag Day 19 Rooty s Birthday 20 Vanilla Milkshake Day 21 Father s Day 21 First Day of Summer 22 Onion Rings Day July Ice Cream Month Hot Dog Month Picnic Month Pickle Month 4 Independence Day 6 Fried Chicken Day 13 French Fries Day 19 Ice Cream Day 23 Hot Dog Day 23 Vanilla Ice Cream Day August 6 Root Beer Float Day 24 New Sales Event Starts Back to School September 7 Labor Day 12 Chocolate Shake Day 13 Grandparents Day 18 Cheeseburger Day 19 Talk Like a Pirate Day 22 Ice Cream Cone Day 23 First Day of Fall 29 Coffee Day October Chili Month Dessert Month 13 Columbus Day 14 Dessert Day 19 New Sales Event Starts 31 Carmel Apple Day 31 Halloween November 1 Daylight Savings Time 3 Election Day 11 Veteran s Day 16 Fast Food Day 26 Thanksgiving 27 Black Friday December 7 First Day of Hanukkah 7 Teacher s Appreciation Day 8 Chocolate Brownie Day 22 First Day of Winter 24 Christmas Eve 25 Christmas 31 New Year s Eve 3

4 Timeline for Ordering POP from Craig Specialty Advertising (CSA) To ensure your POP arrives before your event, work backwards from the date of the event. It helps to create a timeline. Be sure to add at least one week for shipping. Customized POP will take approximately two weeks longer than stock items. However, custom items are well worth the wait! They help both Team Members and Guests feel more connected with their local A&W. Below is approximate timing for plus-up POP. Custom T-shirts three weeks Custom Creative (Yard Signs, Window Clings, Banners, Counter Cards) two weeks Stock T-shirts one week Stock Items two days Timeline for Sponsorships Local team sponsorships are an effective way to connect with your local community, garner community support, and get the A&W name into the public eye. Investigate your community s local sports teams to determine which team or teams are a good fit. Be sure you have a high-resolution, current A&W logo (available on Team AW or our Assets website) for all printed material. Sponsorships are reimbursable through your One Store Account. There are a variety of sponsorship opportunities: 1. Place an advertisement in a program. a. Contact your Athletic Department and/or Parks and Recreation for details including options, availability, timing, and pricing. 2. Put a billboard or banner on the field. a. Contact your Athletic Department and/or Parks and Recreation for details including availability, requirements, and pricing. b. Customizable billboards and banners are available from CSA. 3. Sponsor a team. a. Youth team sponsorships are a good way to promote your business and support youth sports. b. The A&W logo is printed on the uniform, Rooty can attend events, and you can invite the teams to your restaurant after games. c. Start researching these opportunities the season before the event. i. For example, if your A&W wanted to sponsor a third grade basketball team the process needs to start approximately three months before the basketball season. So if the first game is played in January, sponsorships are typically due in September. d. Contact your Athletic Department and/or Parks and Recreation for details including options, availability, requirements, timing, and pricing. 4

5 Photo Opportunities A picture is worth a thousand words. The more pictures you can take in your store, the more opportunities you have to share them and create a positive buzz surrounding your A&W. Images are key for social media, community boards, and to help Guests bring their memories to life. In the following pages there are suggestions regarding taking photos with Rooty the Great Root Bear. There are numerous ways to provide photos, and below are suggestions for quick and easy picture taking. 1. Set up a specific area in your store for pictures. 2. Have Rooty in attendance for photos. 3. Have one person responsible for taking photos. Allow parents to take their own pictures if they have a camera. 4. Share photos with your FGL and Marketing Team. 5. Inform Guests when Rooty will be in store and that photos are free. 6. Do not charge for photos. Here are three photo options to think about: a. Post photos to your A&W Facebook Page as an album so Guests can view, download, and share them. If someone else is managing your page, speak with that person to see how he/she would like to receive photos. b. You can take digital photos and them to the parents. c. Contact Liz Bazner (ebazner@awrestaurants.com) for information about Facebook, or for an outline of what an can look like, including links to our national newsletter the Mug Club. 5

6 Muggings Muggings are a fun, entertaining way to bring A&W to Guests top of mind. The idea is simple, and it takes only a couple hours. 1. First you need to order the A&W Steins from CSA. Order 200 A&W Steins and ask for Mugging Cards. It would also be a good idea to order A&W balloons and ribbon. a. You can stuff the mug with a custom bounceback promoting an event or local special. 2. Pick a date, can be a day or night. a. Contact Rachel Templar (rtemplar@awrestaurants.com) for a Press Release to give your local newspaper, radio, or TV station to give them a heads-up that this event is taking place. It is a fun human-interest story with great visual appeal. b. Utilize social media and hint to people that a mugging is going to occur. Contact Liz Bazner for more information: ebazner@awrestaurants.com. 3. Stuff the Mugging Card in the stein so that it sticks out the top a bit. Tie a balloon to the mug for increased visibility. 4. Get together a group of fun loving muggers and go through town, drop off mugs in driveways, at businesses, schools, churches, hospitals, or banks. a. Muggers should wear A&W shirts and hats. 5. When your mugged customers come for their Free Root Beer Float, make sure to give them a Bounceback highlighting another local promotion. It can include coupons, or just information about an upcoming event. 6

7 Cruise Nights Cruise Nights have been an A&W staple event for decades. They take planning, commitment, and community partnerships in order to work, however this effort is well worth the return. 1. If you have never hosted a Cruise Night, the first step is to complete an Internet search to see if there are Car Clubs in your area. A few useful websites: and Be sure to also search your state, county, and city. 2. After you find car clubs in your area, get in touch with them to see if they are interested in holding a Cruise Night at your A&W. a. For more information on how to contact car clubs, contact Rachel Templar from A&W Marketing, rtemplar@awrestaurants.com. 3. Schedule Cruise Nights a. Work with the car club to see when they are available, and which night will have the highest turn out. b. Check with the local authorities regarding permitting and other local regulations. c. Keep the Cruise Nights on the same day and time throughout the summer. d. Decide if you want to host weekly, bi-weekly, or monthly Cruise Nights. i. Many locations host Cruise Nights during the summer (May August), which is historically the time when Cruisers get their cars out. Weather is an important part no rain, no snow, etc. 4. Order POP from CSA. a. Post a TV loop slide with the details of the Cruise Night. b. Have A&W memorabilia available for sale including special Cruise Night items. c. Order plaques or trophies to hand out during the Cruise Night. i. These are given out by the President of the Car Club to the Best classic car at the show. 5. Offer a Cruise Night daily special such as 10% off for all Cruisers, a special Cruisin Combo, or $2 Root Beer Fills for any Collector Jug. 7

8 Cruise Nights (Continued) 6. Other Car Details a. You need enough space to park the classic cars. b. Some A&Ws partner with adjacent businesses that allow them to use the parking lot or field next door. If cars are going to park in lots that aren t owned by A&W, be sure to clear it with the owner first. c. Partition off parking spaces for classic cars. Orange cones work well. d. Some people will still be driving their regular cars, and they also need a place to park. 7. Music can be a fun part to the night. Invite the local radio station, a band, or play outdoor music. Be sure the music isn t too loud so Guests can still hear and chat. 8. Utilize social media to let guests know that A&W is hosting a Cruise Night. Highlight the details of the event, post pictures, and include Cruise Night Specials. Contact Liz Bazner for more information: ebazner@awrestaurants.com. 9. Press Release a. Contact Rachel Templar (rtemplar@awrestaurants.com) for a Press Release to give your local newspaper, radio, or TV station. 10. Readerboard Options a. Cruise Night Wednesday 5-8pm b. Relive Your Past with a Root Beer Float! Cruise Night Wednesday 5-8pm 11. Send photos to your FGL and the A&W Marketing Team. 8

9 ~ January 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: Local Option: Promotional Tactics: Digital Underlay: 1 New Year s Day Martin Luther King Jr. Day PO Monthly Print Opportunity Promotional Ideas: National Soup Month Add soup/chili to any Combo for $2. End of the semester Celebrate good report cards. Get a free Kid s Meal if you get all A s and B s on your report card (ages 10 and under). School/Parks and Rec Sports Programs Put an ad in programs, or billboards on fields; research sponsorships for Spring sports. Start Share Nights 9

10 ~ February 2015 ~ Sun Mon Tue Wed Thu Fri Sat 1 Super Bowl 2 Groundhog s Day New Sales Event Starts Valentine s Day President s Day PO Monthly Print Opportunity Promotional Ideas: Chocolate Lover s Month Mint Chocolate Shakes or Sundaes BOGO Sundaes on Sunday Bring your Valentine in for a Sweet Treat for the month of February. Groundhog Day Special If Punxsutawney Phil sees his shadow BOGO Cheese Curds, if spring is on the way BOGO Floats/Freezes. President s Day Kid s Special Kids draw an American Flag (and post them in restaurant) to receive a free Krazy Straw or Rooty Tattoo. 10

11 ~ March 2015 ~ Sun Mon Tue Wed Thu Fri Sat Daylight Savings Time St. Patrick s Day First Day of Spring 21 National Corn Dog Day PO National Print Drop Notes: National Sales Event: Local Option: Promotional Tactics: Digital Underlay: Promotional Ideas: Grasshopper Shakes (Mint) March Madness Support your local college basketball team with combo specials. Create an in-store bracket; winner receives and A&W Prize package: i.e. t- shirt, ball cap, collector s mug, Papa Burger Combo, free Root Beer coins. 11

12 ~ April 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: Local Option: Promotional Tactics: Digital Underlay: 1 April Fool s Day Easter New Sales Event Starts Tax Day Earth Day PO Monthly Print Opportunity Notes: Promotional Ideas: School/Parks and Rec Sports Programs Put an ad in the programs, billboard for a field, research sponsorships for Summer sports. Income Tax Day Special BOGO Special Enter your best April Fool s Day Prank on A&W Facebook win a prize. Draw your best Easter Egg/Bunny Rabbit and post it on the wall. 12

13 ~ May 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: Local Option: Promotional Tactics: Digital Underlay: National Teacher s Day Mother s Day PO National Print Drop 25 Memorial Day Notes: Promotional Ideas: National Hamburger Month National Strawberry Month Bring mom in for a BOGO Sundae on Mother s Day. 13

14 ~ June 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: Local Option: Promotional Tactics: Digital Underlay: New Sales Event Starts Rooty s Birthday Father s Day First Day of Summer PO Monthly Print Opportunity Notes: Promotional Ideas: National Dairy Month School s Out celebrate good report cards. Get a free Kid s Meal if you get all A s and B s on your report card (ages 10 and under). Bring dad in for a BOGO Polar Swirl on Father s Day. Rooty s Birthday Party 14

15 ~ July 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: Local Option: Promotional Tactics: Digital Underlay: th of July National Hot Dog Day PO National Print Drop Notes: Promotional Ideas: National Hot Dog Month National Ice Cream Month Join the 4 th of July Parade with Rooty. Start Promoting Wounded Warrior Project and National Root Beer Float Day 15

16 ~ August 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: 1 Local Option: Promotional Tactics: Digital Underlay: National Root Beer Float Day PO Monthly Print Opportunity 24 New Sales Event Starts Notes: Promotional Ideas: Celebrate National Root Beer Float Day August 6 th. Cruise Nights Talk to the local school about bringing Rooty to the Fall Homecoming Parade. Back to School Special Free Kid s Meal with Adult Combo Purchase 16

17 ~ September 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: Local Option: Promotional Tactics: Digital Underlay: Labor Day National Cheeseburger Day First Day of Fall PO Monthly Print Opportunity Notes: Promotional Ideas: National Chicken Month Stay Open Late on Fridays after the High School Football Game BOGO Floats and Coney Dogs for anyone supporting the team. School/Parks and Rec Sports Programs Put an ad in the programs, billboard on the field, research sponsorships for Winter sports. Bring your grandparents in for BOGO Floats. 17

18 ~ October 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: Local Option: Promotional Tactics: Digital Underlay: New Sales Event Starts PO Monthly Print Opportunity Halloween Promotional Ideas: National Desert Month Float or Freeze Your Combo $1 National Caramel Month $2 Caramel Sundaes with any purchase National Book Fair Month Speak with local school and bring Rooty to the Book Fair. Invite Trick-or-Treaters to your A&W on Halloween. 18

19 ~ November 2015 ~ Sun Mon Tue Wed Thu Fri Sat 1 Daylight Savings Time 2 3 Election Day Veteran s Day PO Monthly Print Opportunity Thanksgiving Notes: National Sales Event: Local Option: Promotional Tactics: Digital Underlay: Promotional Ideas: Peanut Butter Lovers Month Veteran Appreciation Day (Month) Free Onion Rings for any Veteran with a purchase. Election Day Special Free Onion Rings when you show your I Voted sticker. End of Trimester celebrate good report cards. Get a free Kids Cruiser if you get all A s and B s on your report card (ages 10 and under). 19

20 ~ December 2015 ~ Sun Mon Tue Wed Thu Fri Sat National Sales Event: Local Option: Promotional Tactics: Digital Underlay: Winter Starts Christmas Day PO Monthly Print Opportunity 28 New Sales Event Starts Notes: Promotional Ideas: Partner with Local Charity and have a Giving Tree in your store. Pictures with Rooty (like pictures with Santa). Host a Staff-Appreciation (Holiday) Party. Promote Collector Mugs & Jugs as the perfect Holiday gift. 20

21 January: Share Nights Event Details Share Nights are an opportunity to connect with your local community, increase sales on a slow night, and give back to organizations/teams/clubs/charities. The details of Share Nights vary based on your local needs, however at its core a Share Night is a fundraiser. 1. A&W provides invitations, servers, food, and gives back a percentage of the night s sales to the partner organization. a % of sales go to the partner organization. b. Instead of contributing a percentage of overall sales, you could contribute a dollar amount for a specific item purchased. For example, for every Combo or Soft Serve Cone purchased $1 goes to the partner organization. i. If you choose this option, include information regarding which items are part of the promotion on each invitation and your readerboard. 2. Fundraiser Application (Share Night Contract) a. This contract needs to be filled out by the A&W Franchisee and Fundraising Organization prior to the Share Night. b. The Contract is available from CSA on a CD along with Invitations. c. The Contract is also available on Team AW. 3. Share Night promotional materials are currently available from CSA. Items Available to Promote Share Nights Buttons Window Clings Table Tents Stickers Invitations 21

22 January: Share Nights (Continued) 4. The Share Night should be scheduled at a specific time on a specific date. This is printed on invitations, promoted on the readerboard, TV Loop, and via social media. a. Choose a slow night, such as the first Monday of each month from 4-8pm. b. To help get the word out and increase the success of the event, members of the partner organization should invite all their members, friends, families, etc. i. Start promoting the Share Night at least two weeks in advance. ii. Tie into the partner organization s social network, such as Facebook and blasts. iii. If the partner group is associated with a local school, include information in the weekly newsletter or take home folders for elementary school children. iv. If the partner group is a church, be sure the Share Night is promoted in the weekly bulletin. 5. Another option for promotion is to include the adults associated with the group, i.e. teachers bring out the food, clean tables, and greet Guests. 6. You can host multiple groups on the same night. a. Same night, different times: i. Middle school girls basketball 4:00-6:00pm. ii. High school girls basketball 6:00-8:00pm. b. Same night, same time: i. Guests bring in the invitation and present it at the time of order. Each invitation is printed with a group name and proceeds from that order will go to that group. For example, a Share Night with the local elementary school to help with field trip costs. Each class would have invitations (1 st Grade, 2 nd Grade, etc.) and the proceeds would go to a specific grade based on the invitation. 7. Readerboard Options a. 5 th Grade Share Night Tonight. 15% of Sales go to Mrs. Smith s Class. b. $1 From Every Cone Goes to Pee Wee Football 22

23 February: BOGO Sweets & Treats for Your Someone Special Event Details Celebrate the month of love with a BOGO Sweets & Treats promotion. In addition to this, add a special event on Valentine s Day. Bring your sweetheart to A&W for a sweet treat. Encourage guests to either relive cherished memories from their past, or create new ones by sharing a sweet treat. 1. Order POP from CSA. You can customize the dates or offers on any piece. 2. Starting the middle of January, hand out Bouncebacks to guests so they will know to return for this promotion. 3. Serve all Sweets & Treats with two spoons so couples can share. Encourage couples to order different items so they can share a hot fudge sundae and Root Beer Float. Serve each with candy kisses or two cherries. 4. Set up a romantic area in your dining room for guests who bring their sweethearts. a. Cover tables with white butcher paper and a chocolate kiss. b. Provide blank paper and crayons so guests can make Valentine s Day cards while eating. 5. Utilize social media to let guests know that A&W is going to be the place to bring their someone special. Highlight the details of the event, especially if you care going to create a romantic area of the dining room. Contact Liz Bazner for more information: ebazner@awrestaurants.com. 6. Press Release a. Contact Rachel Templar (rtemplar@awrestaurants.com) for a Press Release to give your local newspaper, radio, or TV station. This event can be a warm-hearted human interest story for local news media. Include your high school newspaper. Many school papers have a section for community events and look for stories that relate to their students. 7. Readerboard Options a. Love Is In The Air. Bring Your Loved One In For BOGO Sundaes. b. Relive Your First Date! Come In For A Romantic Root Beer Float. c. 2 Straws 2 Spoons 1 Float Treat Your Special Someone 23

24 March: Grasshopper Shakes, Cones, Sundaes Event Details Celebrate St. Patrick s Day during March with Mint Flavored Shakes, Cones, and Sundaes sold at regular menu price. 1. Check mint flavor availability from supplier by January. 1. Order POP from CSA. 2. Test product and train team members in February. 3. Utilize social media to promote the limited time offer. Contact Liz Bazner for more information: ebazner@awrestaurants.com. 4. Readerboard Options a. Try a New Grasshopper Shake! b. Grasshopper Shakes for a Limited Time! c. Celebrate St. Patty s with a Grasshopper Shake 24

25 April: Tax Day Special Event Details Give guests a tax break with BOGO Mini Polar Swirls. This promotion can be run throughout the month of April, or as a one day special. 1. Order POP from CSA. You can customize the dates or offers. 2. Hand out Bouncebacks to guests so they will know to return for this deal. 3. Partner with local tax agencies. a. Swap flyers to hang in each other s locations. b. Hang a flyer for a local tax agency on your community board in return for them handing out Bouncebacks promoting your BOGO Tax Day Special. 4. Utilize social media to promote the limited time offer. Contact Liz Bazner for more information: ebazner@awrestaurants.com. 5. Readerboard Options a. Who Says You Can t Get Something Free? BOGO Mini Polar Swirls on Tax Day b. Get a Tax Break. BOGO Mini Polar Swirls c. Don t Break the Bank. BOGO Mini Polar Swirls 25

26 May: Mother s Day Special Event Details Celebrate Mother s Day. Encourage guests to bring Mom in for a BOGO Sundae and an I love you; thanks for being my mom flower. Promote this as a family event by providing kid friendly activities like paper and crayons for drawing. 1. Order POP from CSA. 2. Starting the middle of April, hand out Bouncebacks to guests so they will know to return for this event. 3. Set up a special area in your dining room for guests who bring their moms. a. Give each mom a flower with any purchase. b. Cover tables with white butcher paper, crayons, a flower, and a chocolate kiss. c. Provide blank paper and crayons so kids can make Mother s Day cards while eating. 4. Utilize social media to let moms know to visit their local store for a special thank you. Highlight the details of the event, especially if you care going to create a special section of the dining room and hand out flowers. Contact Liz Bazner for more information: ebazner@awrestaurants.com. 5. Press Release a. Contact Rachel Templar (rtemplar@awrestaurants.com) for a Press Release to give your local newspaper, radio, or TV station. This event can be a great human interest story for local news media. Include your high school newspaper. Partnering with the high school paper is a great way to build awareness within a younger crowd and remind them of their local A&W before the summer break. 6. Readerboard Options a. Celebrate Mom with a Card, Flower and BOGO Sundae b. Thanks Mom! I Love You! BOGO Sundaes for All Moms. c. All Moms Receive a Flower with Any Purchase 26

27 June: Rooty s Birthday Event Details Celebrate Rooty s Birthday and bring families into your store. By organizing a fun, family friendly event we can focus on a creating an engaging atmosphere for kids of all ages. 1. Order items from CSA. 2. Utilize social media to promote your event. You can offer VIP coupons via social media. For more information contact Liz Bazner: ebazner@awrestaurants.com 3. Before the Party a. In order to have a successful event, guests need to know about it. It s important to train Team Members to hand out Bouncebacks, mention the event to guests, and invite guests to return for the activities. b. Schedule extra Team Members to handle the additional guests. This could include Team members to: i. Be Rooty ii. Take photos of kids with Rooty iii. Work the front of the house: greet guests, hand out balloons to kids in store, add sprinkles to Floats, etc. c. Set up a photo area so kids can get their pictures taken with Rooty. This could include a Happy Birthday banner, steamers, balloons, a funny hat for the kids to wear, and A&W merchandise for sale. 27

28 June: Rooty s Birthday (Continued) 4. During the Birthday Party a. Have Rooty in attendance. b. If you have outdoor space, utilize it! Set up tables with orange table cloths, balloons, Rooty, kids party games (bean bag toss, face painting, fake tattoos, coloring pages). c. Involve guests by asking them if they want a picture with Rooty, sprinkles on their Float, a balloon, or Rooty tattoo. d. Make t-shirts, mugs, and collector jugs available for sale. i. Example offer: Buy a mug or jug and we ll fill it for free! e. Have gallons of Root Beer ready and displayed for take home sale. 5. Press Release a. Contact Rachel Templar (rtemplar@awrestaurants.com) for a Press Release for your local newspaper, radio, or TV station. This event has a great deal of visual appeal and is a positive human interest story for local news media. 6. Readerboard Options a. Happy Birthday Rooty! Come For The Party Wednesday 2-5pm. b. Rooty Here Wednesday 2-5pm Free Photos! c. Rooty s Birthday Party Wednesday 2-5pm 28

29 July: National Hot Dog Month 1. Order POP from CSA. 2. Utilize social media to promote your National Hot Dog Month. Include photos of hot dogs in your restaurants. You can offer VIP coupons via social media. For more information contact Liz Bazner: 3. Team Member Training a. Train team members to greet guests with Happy National Hot Dog Month! 4. Press Release a. Contact Rachel Templar for a Press Release for your local newspaper, radio, or TV station. 5. Readerboard Options a. Celebrate National Hot Dog Month! 99 Hot Dogs! b. It s National Hot Dog Month! Come Celebrate. c. Celebrate National Hot Dog Month and the Dog Days of Summer 29

30 August: National Root Beer Float Day Event Details A&W is excited to celebrate National Root Beer Float Day, August 6 th. In addition to delighting our guests with Free Floats, we re excited to again support Wounded Warrior Project by collecting donations for this important charity. To help prepare, we have put together a complete National Root Beer Float Day "Tool Kit" for our Franchise Partners to make celebrating this event as easy as possible that will be available on TeamAW. We will be providing a full National Root Beer Float Day "Toolkit" to help you execute this event, including: 1. Event Countdown Calendar 2. Franchisee Guide to Media Outreach 3. Media Talking Points 4. Media Outreach Contact List (by city and media outlet) 5. Customizable Local Press Release 6. Tips & FAQs 7. Crew Incentive Information 8. Wounded Warrior Project Flyer and Brochure (can be printed locally) 9. Merchandising Action Plan 10. Social Media Recommendations (Calendar) 11. Radio Script 12. Radio Spot 13. TV Spot 14. TV Loop Slide 15. ROP Ad 16. Craig Specialty Advertising Plus-Up Flyer 17. NRBFD Success Stories 30

31 September: Open late after High School Football games and offer BOGO Coney Dogs and Floats. Event Details Support your local high school and stay open after the football games. It provides a place for fans to go after the game to continue their fun, and it can increase sales during a historically slow day-part. Promote this offer with your local athletic department through an ad in the game program. Include your logo, address, phone number, and Facebook Page along with the special promotion you re going to run through the season. Program ads typically need to be submitted three months before the program is printed. Call your local Athletic Department for specific deadlines. 1. Order POP from CSA. Customize your POP by using your local team s colors. 2. Team Member Training a. Inform team members if the local team won so they properly greet guests. b. Allow team members to support the local teams by wearing team gear on Fridays. Ensure the appropriateness of outfits in advance. 3. Utilize social media to promote that you re open late and supporting your team. Offer VIP coupons for fans dressed in team gear that mention your Facebook post. For more information contact Liz Bazner: ebazner@awrestaurants.com 4. Press Release a. Contact Rachel Templar (rtemplar@awrestaurants.com) for a Press Release for your newspaper, radio, or TV station. Include your high school newspaper. Many times they are looking for community-based stories, and this focuses on both the school and your local business. 5. Readerboard Options a. Open Late After the Football Game! BOGO Coneys and Floats b. Come in After the Game for BOGO Coneys and Floats! c. Go (Your Local Team s Mascot)! 31

32 October: Trick-or-Treat with Rooty Event Details Invite guests to bring their children to your A&W for Trick-or-Treating on Halloween. Have Rooty and team members in costume and hand out Free Root Beer Coins, Free Kid s Cone Cards, Kid s Meal Toys, Rooty tattoos, or Bounceback coupons. 1. Order POP from CSA. 2. Throughout October hand out Bouncebacks and post a Yard Sign so guests know to return for this event. 4. Before Trick-or-Treating a. In order to have a successful event, guests need to know about it. It s important to train Team Members to give Bouncebacks, and to tell guests that Rooty will be in-store on Halloween handing out special treats and be available for pictures. b. Encourage Team Members to dress the part with a Halloween themed costume, shirt, or hat. Ensure the appropriateness of costumes in advance. c. Schedule extra team members to take care of additional guests. This could include Team Members to: i. Be Rooty. ii. Take photos of kids with Rooty. iii. Hand out prizes/treats and sell A&W gear. iv. Set-up a Trick-or-Treat area in the dining room if the weather is cool, or outside in the parking lot or other outdoor space if the weather is nice. v. Set up a photo area where kids can have their pictures taken. Give it a Halloween feel. You could decorate with fake spider webs, spiders, and a spooky tree background. 32

33 October: Trick-or-Treat with Rooty (Continued) 5. During Trick-or-Treating a. Have A&W apparel for sale: adult and child size t-shirts, collector jugs, plush Rooty stuffed bears. Sell Halloween Mugs: fill mini, 14oz, and 20oz mugs with candy corn and an A&W sucker. Top them with orange ribbon. b. Have Rooty in attendance and in costume. c. Designate Team Members to take photos, hand out treats, and sell A&W apparel. 6. Utilize social media to promote this special event. Send electronic invites to your Facebook Fans. For more information contact Liz Bazner: 7. Press Release a. Contact Rachel Templar for a Press Release for your newspaper, radio, or TV station. Many news organizations provide information for parents regarding times and locations for Trick-or-Treating. 8. Readerboard Options a. Trick-or-Treat with Rooty! Thursday 2-5pm b. Rooty s Here 2-5pm. Wear Your Costume and Get a Photo. 9. Many communities have business based Trick-or-Treating. Sometimes this event is the day before Halloween. Check with your local Chamber of Commerce to see if your community has a business Trick-or-Treating event you can participate in. 33

34 November: Veteran Appreciation Event Details Thank our Veterans by giving them a free order of Onion Rings with any purchase throughout the month of November if they show a Military ID. This will help drive trial of Onion Rings. Even if the Guest only purchased a Root Beer, there is still approximately a 70 cent penny profit for this offer. 1. Order POP from CSA. The offer can be customized to your location. 2. Team Member Training a. Have Team Members hand out Bouncebacks to all guests. b. Program your register so team members can easily ring up the offer. c. Inform all Team Members of the promotion. d. After a Veteran has asked for his/her free Onion Rings, encourage Team Members to offer them a Float or Freeze to complete their order. 3. Partner with your local VFW and American Legion. Let them know you are running this promotion, and ask if you can put up a flyer (Bounceback) on their community board. 4. Be sure the American Flag is flying on your flag pole. If you have more than one pole, consider also flying an A&W flag, available from CSA. 5. Utilize social media to promote that your A&W is supporting Veterans. For more information contact Liz Bazner: ebazner@awrestaurants.com 6. Press Release a. Contact Rachel Templar (rtemplar@awrestaurants.com) for a Press Release for your newspaper, radio, or TV station. Many times new stations are looking for community-based stories, and this promotion fits. 7. Readerboard Options a. Thanks Veterans! Show Military ID for Free Onion Rings with Purchase b. November is Veteran Appreciation Month c. All Veterans Free Onion Rings with Any Purchase 34

35 December: Pictures with Santa Rooty Event Details Invite Guests to bring their children to A&W for free photos with Santa Rooty, every Saturday in December from 2-5pm (December 5, 12, 19). Increase traffic in this historically slow day-part, and capitalize on Saturday afternoon Holiday shopping. After a long day running errands, this is a great time for parents to bring their children, have an afternoon snack, and spend some time hanging out. 1. Order POP from CSA. 2. Depending on your restaurant, it could make more sense run this promotion on a different day (Sunday or Monday) or at a different time. 2. Before the event a. In order to have a successful event, guests need to know about it. Post a TV slide that promotes the event, train Team Members to give Bouncebacks, and tell guests that Rooty will be instore every Saturday in December from 2-5pm for pictures. b. Encourage Team Members to dress the part with a holiday hat, jingle bells, or red bow. Ensure the appropriateness of costumes in advance. c. Schedule extra Team Members to take care of additional guests. This could include Team Members to: i. Be Rooty ii. Take photos of kids with Rooty and sell A&W gear. iii. Have stocking stuffer mugs available for purchase. Fill mini, 14oz, and 20oz mugs with candy, add a candy cane, and stick a bow on top. Assemble 10 mugs before the event, and have additional supplies on hand to make more. Have blank paper, scissors, and crayons available for kids to use to make snowflakes and cards while they eat or wait their turn to have a photo taken. Be sure to ask the parent before giving any child scissors. 35

36 December: Pictures with Santa Rooty (Continued) 2. Before the event (continued) iv. Set up a photo area where kids can have their pictures taken. Give it a Holiday feel. You could decorate with snowflakes (made by kids at the restaurant), a giant candy cane pole, train, or winter background. v. Give a free Rooty tattoo to every child who gets their picture taken. 3. During the event a. Have A&W apparel for sale: adult and child size t-shirts, collector jugs, plush Rooty stuffed bears, and stocking stuffer holiday mugs. b. Have Rooty in attendance and in costume. c. Designate Team Members to take photos, hand out treats, and sell A&W apparel. 4. Utilize social media to promote this special event. Host Photos with Santa Rooty multiple times during December For more information contact Liz Bazner: ebazner@awrestaurants.com 5. Press Release a. Contact Rachel Templar (rtemplar@awrestaurants.com) for a Press Release for your newspaper, radio, or TV station. Many news organizations have a monthly calendar of events and will promote local events for no charge. This would also be a great event for TV because it has visual appeal. 6. Readerboard Options a. Holiday Photos with Rooty Saturday 2-5pm b. Rooty s Here 2-5pm. Make a Snowflake and Take a Photo. c. Happy Holidays! Visit Rooty Saturday 2-5pm 36

37 Contact Information A&W Marketing Team Call the Franchise Support Center Toll-Free 855.Root.Bear Sarah Blasi (Director of Marketing) Spencer Barrett (Social Media) Whitney Blanford (One Store Reimbursement) Liz Bazner (Social Media & TeamAW) Rachel Templar (Local Store Marketing) Craig Specialty Advertising (CSA) Custom POP, Uniforms, Premiums Polly Novak-Balzer (Owner) and Glenn Palyu (Art Director) Scoppechio Print Lacey Bobo ZINC Menuboards & Sales Event Fulfillment Meaghan Bostwick