………

An Advertising Campaign for Outback Steakhouse

Presented by

Ashley Casterlin Amber Godinich

Eric Hyde Andrea Melde Haley Sullivan

Table of Contents

AGENCY MISSION STATEMENT pg. 1

OUR PEOPLE pg.2

CAMPAIGN OBJECTIVES AND INDUSTRY ANALYSIS pg. 3-11 EXECUTIVE SUMMARY pg.4 CLIENT CHALLENGES pg.4 CAMPAIGN OBJECTIVE S pg.5

Marketing Objectives pg.5

Communication Objectives pg.5

INDUSTRY ANALYSIS OVERVIEW pg.5

Market Segments pg.5

Growth and Revenue pg.5 Trends pg.6

COMPANY ANALYSIS pg.6

Target Market Identification pg.6

SWOT Analysis pg.7

Dagmar Approach pg.8

Promotional Mix pg.8-9

COMPETITOR ANALYSIS pg.9-11

TARGET MARKET IDENTIFICATION pg.12-16 PRIMARY RESEARCH OVERVIEW pg.13 SURVEY ANALYSIS pg.13 PROJECTIVE TECHNIQUES pg.13-15 Completion Tests pg.13-14

Picture Interpretation pg.15

FOCUS GROUP ANALYSIS pg.15 INSIGHTS GATHERED pg.16

CLIENT VISIT pg.16

CREATIVE BRIEF pg.17-18

FINAL CAMPAIGN STRATEGY AND EXECUTION pg.19-21

MEDIA PLAN AND EXECUTION pg.22-25

CAMPAIGN EVALUATION pg.26-27

APPENDIX A: SURVEY AND FOCUS GROUP RESULTS pg.28-41

APPENDIX B: IDEA BRAINSTORM AND IDEA PITCH pg.42-46

APPENDIX C: PRINT AD AND SPONSOR GAME TICKET pg.47-48

APPENDIIX D: P&L STATEMENT pg.49-51

APPENDIX E: WORKS CITED pg.52-53

DARE.

Our Mission

Constantly striving to defy the norms of creativity with limitless ventures

Our Story

Combining the ideas of five advertising professionals, DARE. was founded in the spring of 2013. Our name, “DARE.” was developed to reflect our

intrinsic motivation to go beyond our clients’ expectations. DARE. encompasses bold innovation, willingness to take risks, and ability to rise to

the challenge. We are committed to reinforce our clients’ brands while providing them creative solutions for their marketing strategies.

Cultivated Creativity + Driven Design + Redefined Results

Our People

ASHLEY CASTERLIN Ashley is a junior Marketing major from Lakeway, Texas. Upon graduation, she hopes to find a job in the sales field. Ashley is currently a leasing agent for Rise at Northgate. While studying at A&M she has been a part of some great organizations, such as Delta Sigma Pi, a Professional Business Fraternity. Ashley enjoys anything that has to do with being outdoors, especially fishing. “Success is not final, failure is not fatal: it is the courage to continue that counts.” - Winston Churchill

AMBER GODINICH

Amber Godinich is a junior Marketing major, from Hardin, Texas. She hopes to pursue a career in advertising and account planning. She has interned as a

Marketing Strategist at Wisenbaker Builder Services. She has been in several organizations including Delta Sigma Pi, a Professional Business Fraternity. Amber

loves to bake, especially cupcakes for all her friends and family. She also enjoys spending time outdoors and being active.

“Kites rise highest against the wind, not with it.” -Winston Churchill

ERIC HYDE Eric Hyde is a junior Marketing major from Houston, Texas and is planning to focus on advertising. As for as hobbies, he really enjoys any activity that involves moving around and adventures. Eric plays every sport well and enjoys trying new things. He is in the Professional Business Fraternity, Delta Sigma Pi, and was an advertising intern for Star Furniture this past summer. “You have to expect things of yourself before you can do them.” –Michael Jordan

ANDREA MELDE Andrea Melde is a junior Marketing major from Austin, Texas pursuing certificates in retail and advertising. She hopes to pursue a career in advertising as an account manager. Andrea works as a front line manager at Textbook Solutions, and is also involved in Delta Sigma Pi, a Professional Business Fraternity. She enjoys spending

her free time playing with puppies “Be silly, Be honest, Be kind”

-Ralph Waldo Emerson

HALEY SULLIVAN Haley Sullivan is a junior Marketing major from Houston, Texas pursuing certificates in international studies and retailing. She hopes to pursue a career in retailing as a retail buyer for a large corporation. Haley enjoys cooking and participation in active sports. Her experience in business leadership consists of being a MB Zale Leadership Scholar and working as a Marketing Associate for Aspen Heights. “In order to succeed, your desire for success should be greater than your fear of failure.” - Bill Cosby

CAMPAIGN OBJECTIVES and

INDUSTRY ANALYSIS

Executive Summary

In 1987 three men, by the names of Tim Gannon, Bob Basham and Chris Sullivan, founded a

corporation called Multi-Venture Partners, Inc. One short year later, in beautiful Tampa, Florida, all their hard work was put together in to the form of the first Outback Steakhouse. The Australian “down under” theme was inspired by the popular film Crocodile Dundee. The restaurant serves

moderately priced dinners only, which includes many options such as steak, chicken, seafood, and pasta. The thing that comes to anyone’s mind of course when they think Outback, is the Bloomin’

Onion! This popular appetizer is the inspiration behind the corporation’s name.

The success of Outback Steakhouse continued, and in 1991 the company went public as a 49-restaurant chain. The company expanded internationally and hit a huge benchmark in 1997 when the company’s revenues exceeded $1 billion! In 2007, Outback Steakhouse, Inc. was purchased by Bain Capital Partners and Chatterton Partners, at which point the company went private again. Just a few short months ago in August 2012, the company successfully underwent a $176 million IPO and became Bloomin’ Brands. Bloomin Brands operates over 1,200 restaurants globally, which inclue five different, premium restaurants: Outback Steakhouse, Carrabba’s Italian Grill, Bonefish

Grill, Fleming’s Prime Steakhouse and Wine Bar and Roy’s. With their increased success, the company has blossomed into what it is today.

Outback Steakhouse is now one of the largest casual dining steakhouses in the United States.

With over 600 Australian themed restaurants, the popularity of this chain continues to grow.

Client Challenges

The company faces challenges of consumer mindset. With the recent recession, consumers are still focusing on being frugal. They are cutting back on leisure costs, such as dining out. Our client is

targeting the 18-25 year old demographic because they have the highest percentage of their food budget allocated to chain restaurants. By focusing on this demographic, our client hopes to maintain

them as customers as they age, which will contribute to their goal of sustainable growth.

Market Segmentation

Campaign Objectives

MARKETING OBJECTIVES

Our primary marketing objective is to increase sales growth from 2.3% in 2011-2012, to 3% in 2012-2013.

According to past company statements, Outback Steakhouse spends about 3.7 percent of their sales on promotional strategies. According to their 10Q filed December 17, 2012, Outback Steakhouse’s sales were

$2,318 million for the 9 month period including domestic and international as well as company owned and franchised restaurants.

That gives us about an $85.75 million promotional budget. Our goal is to not exceed our promotional budget given to us.

COMMUNICATIONS OBJECTIVES

Our communications objective is to change the mindset of the 18-25 year old market to view Outback Steakhouse as a more regular dining experience versus an occasional dining experience.

This objective can be achieved by developing a more youthful, interactive app for “smart” technology. Since the current “smart app” has a rating of 3.5 stars, our goal is to increase the

app reviews to 4 stars.

Industry Analysis Overview

The industry is made up of a number of chains and franchised operators that have establishments spread nationally and even internationally. Given the industry's nature, particularly its

fragmentation by food types, the level of industry concentration is not expected to change significantly in the near future.

MARKET SEGMENTS In chain restaurants, the largest market segmentation is varied cuisine restaurants, which accounts for 40%. Asian food comprises the second largest segment with 20%. The remaining forty percent is split between American, European, Pizza Shops, and Mexican food with 12%, 10%, 10%, and 8% respectively. Outback Steakhouse falls in the varied cuisine segment.

GROWTH AND REVENUE The industry has seen an overall growth of 3.6% from

2011 to 2012. From 2007-12012, chain restaurants saw a decrease of 0.1% in revenue annually, however forecasts

for 2012-2017 show annual revenue growth at 3.6%.

Varied Cuisine

40%

Asian Food 20%

American Food

12%

European Food 10%

Pizza Shops 10%

Mexican Food 8%

Bloomin' Brands

6%

Darden 16%

CBRL Group

5%

Brinker Internation

al 4%

Other 69%

TRENDS Consumers are focusing more and more on healthy eating habits. With the recent record

high number in adult and child obesity, lower calorie dishes are becoming a staple for restaurants to provide. Outback Steakhouse has responded to this demand by providing icons

on the menu for plates under 600 calories.

Convenience and frugality are two more key desires for consumers. The internet has made information incredibly accessible and transparent. Utilizing online menus, online ordering

systems, and easy to-go pick up has become an expected service by customers. The industry continues to look to innovative technology to give them an advantage to other competitors.

Company Analysis

MARKET SHARE Bloomin Brands has a 6% market share for chain

restaurants. Concentration in this industry is low. In 2012, the four largest industry players are estimated to

account for about 30.0% of available market share, providing this sector with a low level of concentration.

The concentration level is due to the vast array of chain and franchised restaurant operators and food

concepts, as well as the extensive number of sites they operate.

TARGET MARKET IDENTIFICATION While Outback Steakhouse’s usual target market consists of the 35-50 year old range, this particular campaign’s target market is 18-24 year old students.

According to IBISworld, the 18-25 year-old demographic spends 46.4% of their food budget on chain restaurants alone. While these younger patrons have less money to spend right now, they generally become more affluent once they have established themselves in the workforce. By targeting this market, Outback Steakhouse can obtain sustainable growth as the demographic’s disposable income increases.

IBISworld also states that 28.4% of Generation Y (26 and younger) preferred to use technology to place their meals and not deal with interaction. They also like to be able to customize their menu items such as a different sides and how well their food is cooked.

“We certainly recognize the influence children have on the family's choice of a restaurant, and the value of brand awareness to the next generation of adults.”

--Chris Sullivan, Co-Founder and CEO

Age Demographic

% of food budget spent on chain restaurants

Corresponding Dollar Amount

18-25 46.4% $2351

25-30 44.8% $2668

35-50 42.3% $3165

Market Share of

Competitor Parent

Companies

SWOT ANALYSIS Strengths:

Brand familiarity creates strong market presence Since its founding in 1988, Outback Steakhouse has over 800 hundred restaurants operating

worldwide. In addition to this speedy growth, Outback makes its brand known through promotional efforts such as commercials, sponsorships, and even two company blimps.

Bloomin’ Brands, Inc. ownership allows steady profits and bargaining power Being a part of a corporation gives Outback Steakhouse significant bargaining power and enables them to gain a competitive advantage, which results in steady stream of revenues and profits. With a steady stream of money, the company can deliver competitive pricing,

and create an appealing atmosphere at their locations. Weaknesses:

Heavy reliance upon the US market during economic uncertainty In FY2011, the Bloomin’ Brands, Inc derived approximately 91% of its total revenues from the US. Although the economy has been slowly bouncing back, Americans are still more cautious and less willing to increase spending. To improve this weakness, Outback Steakhouse should continue its growth into international markets

Strong dominance by competitor, Darden Restaurants Darden Restaurants Inc. owns 15.8% of the chain restaurants market share, while Bloomin’ Brands, Inc. owns 6%. Darden Restaurants includes two of competitors: Red Lobster and Longhorn Steakhouse. Both companies are leaders in the industry, but Darden Restaurants Inc. has a clear advantage. Outback Steakhouse and Bloomin’ Brands, Inc. can make themselves more competitive through continued growth.

Opportunities:

Continued Growth into International Markets The international market’s liking of Outback Steakhouse has been a strong opportunity for the company. Outback Steakhouse's strategy has been to open new restaurants starting in

Canada and South America, Hawaii, to Asia in Korea and Japan and finally to Europe through a first integration in UK. They currently have over 100 international locations

representing over 15% of sales and still growing.

Remodeling Plans likely to Increase Customer Traffic Being a part of Bloomin Brands Inc. allows higher revenues for Outback Steakhouse. One

possible strategic use of these revenues could be remodeling plans. Traffic at the remodeled restaurants increased approximately 3% from 2010 to 2011 compared to non-remodeled

restaurants.

Threats:

Highly Competitive Chain Restaurant Industry In regards to price, quality, service, and location, the chain restaurant industry is extremely competitive. Bloomin’ Brands, Inc. has only existed for a few years, thus many of their competitors have been in existence for a longer period, giving them an even stronger bargaining power than Bloomin’ Brands, Inc. Therefore, the company must constantly be thinking of competitive strategies to differentiate themselves from their competitors.

Rising U.S. Labor Wages Minimum wage was raised to $7.25/ hour in 2009 and is expected to increase further in the near future. Since the restaurant industry is a labor dependent, the increased labor costs would affect Outback Steakhouse’s operating margins.

DAGMAR APPROACH

Marketing Objective

Communication Objective

Quantifiable

"Increase same store sales growth to 3%

Stay within $18.3 million

promotional budget"

Increase brand awareness through technology to target

our demographic

Identify a target audience

College students ages 18-25

College students ages 18-25

Bench mark & degree of change sought

"Between 2011 and 2012, sales increased by 2.3%. Our goal is to have sales increase by 3%

between 2012 and 2013

The benchmark is to not exceed $18.3 million promotional

budget"

Increase the "smart app" reviews from 3.5 stars to 4 stars

Duration

1 year

1 year

PROMOTIONAL MIX

Product

Surf and Turf- Australian themed dishes Gluten free menu

Wide variety of drinks Only uses high quality and humane beef

Menu and nutritional information available online Promotion

Now with Table Mates, users can earn rewards for enjoying a meal with their friends and family. The new app gives offers free menu items and discounts for every dollar spent. Customers can start a table with 6 others to get even more free food faster.

Similar to Table Mates, My Outback Rewards is a service that customers can accumulate points each time they dine in to Outback Steakhouse. The customer then logs on to the website to redeem their points and choose from free entrees and experiences.

Outback Steakhouse has introduced No Worries Wednesdays in which two people can share two entrees, two soups or salads, two sides, and an appetizer or dessert all for $25 or $35.

Place

772 Locations throughout the United States 198 International Locations:

Price

Moderately priced meals aiming for value of quality and amount.

Competitor Analysis

Outback Steakhouse is a restaurant where beef and steak items make up a good portion of the menu, but also offers a variety of chicken, ribs, seafood, and pasta dishes. The Company's strategy is to differentiate its restaurants by emphasizing consistently high-quality food and service, generous portions at moderate prices and a casual atmosphere suggestive of the Australian Outback. Hence, Outback takes on an assortment of challengers in their diverse realm of food selection, but a few of

their primary competitors consist of Texas Roadhouse, Longhorn Steakhouse, Red Lobster, and Cracker Barrel.

South Korea Brazil Japan Hong Kong Australia Mexico

Taiwan Canada Philippines Saudi Arabia Indonesia United Arab Emirates

Costa Rica Egypt Dominican Republic Guam Malaysia Puerto Rico

Singapore Thailand Venezuela

TEXAS ROADHOUSE Texas Roadhouse was founded through the idea that

there could be a place where everyone, of all ages, could come and have a quality meal and great fun for a great

price. From Hand-Cut Steaks, Fall-Off-The-Bone Ribs, Made-From-Scratch Sides, and Fresh-Baked Bread, they

hope their meals stand apart from the rest. Texas Roadhouse strives to provide larger portions so you get

“more food for your dollar”. Also, the easygoing atmosphere with line dancers, jukebox and friendly

servers ensures how Texas Roadhouse promises an array of entertainment in the dining

experience.

LongHorn Steakhouse LongHorn Steakhouse is an American casual dining restaurant chain that is owned and operated by Darden Restaurants, Inc. Today, LongHorn welcomes guests into a warm, relaxing atmosphere reminiscent of a Western rancher’s home where friendly, attentive servers

help them unwind and savor a great steakhouse meal. Known for its passion for grilling inspired by the American West, LongHorn proudly serves steaks, chicken and fish that are always fresh, never frozen.

Red Lobster Since growing into a national brand, Red Lobster

has introduced guests to fresh dishes such as popcorn shrimp, calamari, snow crab and lobster – often for the first time. Over the years, the brand’s

passion for fresh, delicious seafood has kept Red Lobster evolving. The restaurant introduced an

award-winning Today’s Fresh Fish Menu, installed wood-fire grills in every restaurant in North

America, trained staff to become seafood experts and most recently launched a new restaurant design, inspired by the New England coast. Red

Lobster seems to be the least related to Outback Steakhouse, but is actually closely tied to the heavy focus amongst the two restaurants on superb seafood.

CRACKER BARREL Since the very first Cracker Barrel Old Country Store opened back in 1969 in Lebanon, Tennessee, Cracker Barrel has kept things pretty simple. Their mission is primarily to please people. They wish to provide everyone who walks in the front door with a warm welcome and a good meal at a fair price. Also, connected to the restaurant is the famous old country store. The mentality of Cracker Barrels consists of working with customer fairly and with respect. Featuring a variety of breakfast foods, Cracker Barrel goes the full distance by serving lunch and dinner to fulfill everyone’s craving throughout the day.

CONSOLIDATED OVERVIEW

Outback Steakhouse

Cracker Barrel

Texas Roadhouse

LongHorn Steakhouse

Red Lobster

Key Target

Market

Baby Boomers

Family, highway stop

for those traveling

Family seeking quality food on

a budget

Older generation, Ages 35+

Casual Restaurant

Diners

Revenues

$2,318 million (from annual

report)

$2,500 million (from annual

report)

$1,230 million (1 year)

$559.9 million (6 Month)

$1,250 million (6 Month)

Typical Menu Price

$$$

$

$$

$$$

$$

Number of

U.S. Locations

772

620

291

386

674

Brand Tag

Line

No rules. Just

right

Honor the old legends,

while making a little history

of our own

Legendary

Food, Service, and Fun

The West of loyalty,

hospitality, and of course, real good food

We Sea Food

Differently

RESEARCH

and

ANALYSIS

Primary esearch Overview

For our primary research we chose to use 3 main techniques. The first of these was a survey we conducted through Qualtrics. This survey gave us 59 consumer insights on Outback Steakhouse and their competitors. Out of these 59, 80% were in our target market. We used projective techniques such as completion tests, and picture interpretation to really get a view into the consumers mind. The survey was a great technique to gather the opinions of many potential customers to our client, Outback Steakhouse. Our next research technique was a focus group. This gave us more detailed insights from a few consumers in our target market. Finally, we visited an Outback Steakhouse location to gather some first-hand information on food quality, price and service. All of these techniques are outlined below.

Survey Analysis

Through our primary research, we were able to collect and observe data on our client, Outback Steakhouse. By conducting a survey, focus group, and observing the restaurant, we were

able to gather information on how our target market views Outback Steakhouse. The information we gathered pertained to: food quality, food price, restaurant atmosphere, how often the

individual visits the restaurant, and how the individual is advertised to. Our questions also helped us to gather insights on some of our competitors and their brand image. All of these consumer

views will help us to construct a campaign that will reach our Target Market, and change their current perspectives on our clients’ restaurants.

For our Qualtrics Survey, we used Display Logic as a tool to only allow our target market to answer the survey questions. Thus all of our survey data accurately portrays 18-25 year olds’

attitudes, purchase habits, and motives regarding Outback Steakhouse.

Projective Techniques

To better understand our target market’s preferences, we used various projective techniques. Our techniques included Completion Tests and Picture Interpretation.

COMPLETION TESTS We wanted our respondents to give us the first thought that comes to mind when thinking of different aspects of Outback Steakhouse.

A majority of respondents (27%) specifically used the word, “hungry,” when asked to describe diners at Outback Steakhouse.

6% of respondents compared Outback Steakhouse’s diners to wealthier individuals, and another 6% compared them to less healthy individuals.

A majority (40%) of respondents would go to Outback Steakhouse if it had better prices. 19% of respondents would eat there more often if Outback Steakhouse had more sales or

promotions.

R

29% of respondents think of “steak” when they think of Outback Steakhouse

25% of respondents mentioned “Australia,” “kangaroos,” or the “Australian Outback” when they were asked to recall the Outback Steakhouse

31% of respondents mentioned “steaks” or “meat” when they were asked to recall Texas Roadhouse’s logo.

27% of respondents first think of “breads” or “rolls” when they think of Texas Roadhouse.

24% of survey respondents mentions “peanuts”, “peanut shells”, or “peanuts on the floor.”

A quarter of the respondents think of Cracker Barrel’s “breakfast” or “pancakes” when the restaurant comes to mind.

17% of respondents mentioned “homecooked meals” when thinking about Cracker Barrel.

20% of respondents stated that “old people” are associated with Cracker Barrel.

46% of respondents directly associate “seafood” with Red Lobster.

22% said ‘lobster” comes to mind when Red Lobster is mentioned. 17% of respondents believe “cheddar biscuits” are most

prominent when discussing Red Lobster.

32% said they first thought of “steaks” when Texas Longhorn Steakhouse was mentioned in the survey.

27% of survey respondents said that they were not familiar with Longhorn Steakhouse or have never been there.

12% of respondents said that were not happy with the service at Longhorn Steakhouse and mentioned a bad experience or that their food was “nasty”.

PICTURE INTERPRETATION

To gain more open-ended responses, we used picture interpretation in addition to completion tests since they allow more flexible answers.

Responses to Picture

Interpretation

Elderly

Enjoying themselves Are regulars Overweight Unhappy

31% categorized the people in the picture as old, 14% of respondents said enjoying themselves, 20% concluded the photo represented regulars, 23% considered the people overweight, and

12% felt the diners looked unhappy.

Focus Group

After conducting a small focus group, we discovered that whereas the general consensus of Outback is positive, the price of the food is relatively expensive for the perceived quality. When asked about the overall food quality (rated 1-10), the respondents replied with 7.5,8,6,8.

Everyone was happy with the service, predominantly enjoyed the food, and bread in particular. However, the price range was pushing the upper limit for the food. Responding to what the apparent target market is, the group members agreed they believe that average people who enjoy a higher scale steak would be Outback’s focus. The group all said their favorite part of the experience was the food, specifically all the free bread. Also, the group concurred that the $5 coupon off lunch on weekends would inspire them to go, but not necessarily to buy a large steak.

Concerning the Table Mates cell phone app, which allows people to get and use their friends points when they eat at Outback Steakhouse, the group thinks it would be useful, and even inclined them to go. None of the members said they would likely give a gift card to Outback as a gift to someone. After being shown a picture of the exterior of Outback Steakhouse, each member was asked to give their initial thoughts. They all responded with “steak” and “Outback Steakhouse.” Finally, the group thinks that to differentiate themselves from their competition, Outback needs to have their wait staff dress up in Australian attire, and have an environment which would cater more to low bar families. Also, the restaurant chain should be a little less expensive, but maintain the food quality.

Overweight

Insights Gathered

A majority of people who took our survey relate Outback Steakhouse with Australia. A majority also believe that the typical Outback Steakhouse diners are elderly, Caucasian,

middle class men. Many believe that the way Outback Steakhouse could improve would be to lower their

prices, offer healthier options, and improve their promotion. We also learned that the majority of our Target Market that we surveyed, prefers to eat out

for dinner rather than other meals. Outback Steakhouse ranked mostly in the middle among the 5 competitors we inquired

about 71% of those who took our survey were female, and 29% were male.

A majority of those who took our survey were Caucasian.

Client Visit By Andrea and Haley

ASPECTS OF EXPERIENCE

Atmosphere:

Good music Darker lighting

Dark wood

ASPECTS OF EXPERIENCE Food:

Nice presentation

Tasty Cooked to preference

Large bar in center with TVs around it

Diners:

Mostly older, in the 35+ ages

Service:

Quickly greeted Attended to often without be annoying

Friendly waiter Good suggestions

Good amount of food

Price:

A little higher when compared to other restaurants

Overall Experience:

Enjoyable dining experience, however due to the price we wouldn’t eat there on a

consistent basis

CREATIVE BRIEF

Creative Brief

1) WHY ARE YOU ADVERTISING?

Our goal with advertising is make Outback Steakhouse people’s first thought and choice when wanting a quality dining experience.

2) WHO ARE YOU TALKING TO?

Our target is young adults ages 18-25. This demographic spends about 46.4% of their annual food budget on chain restaurants which amounts to an average of $2,351.

3) WHAT DO THEY CURRENTLY THINK OR KNOW ABOUT THE BRAND?

According to our Qualtrics survey, Outback Steakhouse is viewed as generally a higher-priced Australian dining experience for mostly older, middle-class people. Some representative quotes or specific information include:

45 out of 66 responded about what age they they thought ate as between 35-50 We asked “People who eat at Outback Steakhouse are _______.” Responses included:

“middle class” “middle income” “older” “able to afford it”

We asked “What comes to mind when you see the Outback Steakhouse logo?” Responses included:

16 responses included Australian themed words such as “Australian”, “kangaroo”, “crocodile”

11 responses referenced “steak” 4) WHAT WOULD YOU LIKE THEM TO THINK OR KNOW ABOUT YOU?

Ideally we would like our target market’s perception of Outback to be an unique Australian experience that is not age-specific and mixes value with affordability. Some of our responses reflected this as well from the consumer’s standpoint. For example:

“They have a unique Australian theme and they consistently showcase their best items on advertising.”

“The food offered is different from what you regularly get because it's Australian style! And the service is especially friendly!”

5) WHAT IS THE SINGLE MOST PERSUASIVE IDEA YOU CAN CONVEY?

Mixing the feel of a inviting steakhouse with an omnipresent Australian flavor, the quality food served at wallet pleasing prices combines to form an incomparable dining experience.

6) WHY SHOULD THEY BELIEVE WHAT WE SAY? Outback Steakhouse is consistent with the Australian experience through advertising

campaigns and restaurant atmosphere.

Information on website includes prices, special promotions and reward programs that provide savings to members.

FINAL CAMPAIGN STRATEGY

and

EXECUTION

Creative Execution Justification:

CONSUMERS Through our survey and our focus group we were able to receive a ton of feedback regarding consumers view towards Outback Steakhouse. We found that 29% of survey participants thought of “steak” when they heard Outback Steakhouse. Another 25% thought something along the lines of the Australian theme (kangaroo, desert, etc.). We were able to use these findings in our final creative execution because they showed us exactly what consumers in our target market related to Outback Steakhouse. We made sure to emphasize these sorts of themes and consumer thoughts through our campaign idea of “The Australian Tailgate.”

INDUSTRY FEEDBACK We received some great feedback from the industry professionals. We have decided to take this

feedback and integrate it into our original campaign idea to improve its quality. The professionals we spoke to encouraged us to explore the “Australian Tailgate” theme further, so we have decided to stick with this campaign theme for our final execution. They gave us one particular idea that

we really saw merit in, and decided to add to our campaign. The idea was to emphasize the “tail” in “tailgate,” to work better with the Australian Outback theme. They encouraged us to tie in a

Kangaroo to our theme, and make the connection between its tail, and the tailgate idea. All feedback was taken into account, as we designed our final campaign.

Campaign Idea

THE AUSTRALIAN TAILGATE With our campaign, we really wanted to focus on the designated target market. We believe that the age group of 18-25 year olds really enjoys their sports and the tailgating before hand. Our goal is to tie together Outback Steakhouse with tailgating, and encourage these 18-25 year olds to “move their tailgate Outback.” This campaign will also be effective in reaching other sports fans, but we choose to focus more specifically on the target market. We will develop a campaign mascot of sorts. This mascot will be a kangaroo, dressed in the specific sports gear with “The Australian Tailgate” written on its tail. The campaign will be executed through a number of different media sources. They will all combine to effectively reach the target market laid out, at an ideal frequency.

Television Ad

The commercial will begin with a sizzling steak, on a warm grill. This will make viewers think of a grill, at a tailgate. As the camera zooms out, you will see that it is

actually a chef over a restaurant grill. The steak will be transferred to a plate with delicious sides on it as well. The waiter will walk out with the steak and you will see

a group of younger people watching a game. As the plate is placed, the team will score a winning touchdown (goal etc.) and the group will jump up and cheer. The screen will then fade to black with the Outback Steakhouse logo and the kangaroo

mascot, while an Australian accent says, “Take your tailgate Outback.”

Magazine Ad

The magazine ad will be a single page, with an image of sports fan cheering their drinks. You will notice that they have a football, or other sport, game on the TV in front of the bar. It will be clear that they are at an Outback Steakhouse. The sign at the bottom of the page will say, “Take your tailgate Outback” with Outback Steakhouse logos underneath.

Digital Stadium Signage

In many football stadiums, baseball fields etc. there are little ad spaces around where attendants sit. We had the idea to place these Outback Steakhouse Ad’s right on these

signage. The Ad will simply say, “Take your Tailgate Outback” and encourage people to come out to their local Outback Steakhouse the next time their team is playing away from

home. Tailgate

We will also host a tailgate in certain high population areas. For example, before Texas A&M games Outback Steakhouse will set up an event tent, where they will grill and sell some Outback Steakhouse favorites. At these tailgate events, we will also promote the “Take your tailgate Outback” theme by encouraging game attendants to go to their local Outback Steakhouse for the next game.

MEDIA PLAN

and

EXECUTION

Top Designated Marketing Areas, or DMAs (for football seasons)

Alabama- Auburn Alabama- Tuscaloosa Arkansas- Fayetteville

Florida- Gainesville Georgia- Athens

Kentucky- Lexington Louisiana- Baton Rouge

Mississippi- Starkville Missouri- Columbia

South Carolina- Columbia Tennessee- Knoxville Tennessee- Nashville

Texas- Austin Texas- College Station

The selected areas were chosen because we feel that since the south is more focused on football, then

the cities predominantly in the Southeastern Conference would be most effective during the Fall sports season. The universities in these cities all have major football programs so they would all be

very enthusiastic about the tailgating opportunities that Outback will have to offer.

Campaign Timeline

Our scheduling plan differs from a typical scheduling plan since we will be targeting different sports markets at different times. Both continuity and flighting will be used to execute our campaign. We will continuously be reminding our target market to travel to “The Australian Tailgate” throughout the year in a variety of different ways. We will utilizing a flighting strategy in certain geographic areas. For instance, the football-focused areas listed as our DMAs, will only have a football-themed campaign from August through January. Conversely, geographic areas that view sports basketball as more popular, such as the northeast, will have a basketball-themed campaign from November through March. The remaining sports can be seen on our Sports Schedule graph shown below. By targeting different geographic areas at different times of the year, we will continuously be promoting “The Australian Tailgate” while providing new and creative media for each individual sport.

Specific Media

To reach the sports-focused 18-25 year olds, we will use 4 different kinds of media: television ads, magazine ads, stadium signage and tailgate promotions. Since we have a very different

type of scheduling plan, the expenses will be more spread out. For instance, we will not be utilizing media during the offseason of sports. So for the months of February through July, no

football-themed media will be used in areas like the Southeastern Conference. TV AD The use of television ads will further enhance our target market’s exposure to “The Australian Tailgate.” The ad will feature a group of sports fans at Outback Steakhouse enjoying a sizzling steak and beer while cheering on their favorite sports team. This ad easily replicate different sports

fans based off the geographic area it is featured. The football area can feature actors wearing basic football jerseys, while the basketball geographic area can feature actors wearing basic basketball jerseys. While TV ads lack the local appeal, their broad reach will help remind our target market that they can “take their tailgate Outback” when thinking of a place to eat and enjoy their favorite game.

MAGAZINE ADS This form of media allows us to reach applicable demographics outside of our specified target

market. By creating advertisements in national magazines like ESPN and Sports Illustrated, we can market to the NFL football fans across the nation, and not just the southern college football fans. Therefore we can use a continuous media plan for national magazines by just diversifying what sport is currently being advertised in these magazines. We can still focus on our target market by utilizing more local magazines such as Texas Football or Baseball

Player Magazine, depending on the sport and region. STADIUM SIGNAGE By utilizing the digital space in the arenas and stadiums of our DMAs, we allow our target market to view Outback Steakhouse as their local “Australian Tailgate” instead of another chain restaurant. Also, this type of media has zero waste coverage since it will be featured at events that our target market frequently attends.

TAILGATE The most innovative form of media that will be offered is our tailgate promotions that will set up at featured games. Outback Steakhouse’s “Tailgate Team” will follow ESPN’s College

GameDay to draw the biggest and most dedicated population of our sports-crazed, 18-25 year old target market. Since College GameDay predominantly features the big football and

basketball schools, this media strategy will only be utilized during these events. Therefore, the “Tailgate Team” will not be promoted from the months of April through July. The

following explain some of the promotions feature at “The Australian Tailgate”

Activities

Various televisions will be setup to display other games going on so our target market can get the full experience of “The Australian Tailgate.”

There will be raffle tickets for gift cards and other prizes in exchange for individuals’ email addresses and survey responses.

The “Tailgate Team” will also feature co-sponsored inflatables with football targets for fans to compete for prizes and attempt

to out throw their friends.

Food

Sports fans will be able to purchase from a predetermined menu of Outback Steakhouse food. Some of the menu items

will be beers, cheese fries, bloomin onions, and steaks.

“Kangaroo” Jeep

For “The Australian Tailgate” campaign, we will create a statement vehicle, similar to the Oscar Mayer Wienermobile. This vehicle will be similar to a rugged Australian Outback jeep, but a kangaroo will appear as the driver,

with its tail hanging out the back. This kangaroo will assume the role of Outback Steakhouse’s spokescreature, similar to strategies used by Geico and

Aflac. The use of the kangaroo and Jeep will increase our target market’s overall perception of Outback Steakhouse. The kangaroo tail will further tie together “The Australian Tailgate.” Sports fans will be able to recognize that this setup is a part of Outback Steakhouse as well as take pictures with the

kangaroo and Jeep. Blimp

During the outdoor sporting events, the “Tailgate Team” will further promote “The Australian Tailgate” by utilizing one of the two Outback Steakhouse

blimps. This is just another way to remind our direct target market to head to Outback Steakhouse to experience their tailgate in an Australian way.

Budget Allocation

Outback Steakhouse received $660 million in the most recent fiscal year. With such a strong revenue, a 5% advertising budget gives us a sufficient amount of $33 million to disperse through all 4 media categories. The following describes better approximations of each of our media categories:

TELEVISION The average cost of a commercial during college football on ABC is $103,948

MAGAZINE A full page color ad for Sports Illustrated costs $396,600

STADIUM SIGNAGE Digital ads cost about $75,000 per season

TAILGATE Total costs for a company-sponsored tailgate are approximately $2500 per game

ESTIMATED COST PER THOUSAND IMPRESSIONS (CPM):

TV Ads: $11.06 Magazine Ads: $75.56 Stadium Ads: $37.50 Tailgate Promotion: $50.00

CAMPAIGN EVALUATION

Campaign Evaluation

Assessing the success of our campaign with quantitative date will be one way to enhance what we discover throughout the process. Our primary marketing objective is to increase sales growth from 2.3% in 2011-2012, to 3% in 2012-2013. According to past company statements, Outback Steakhouse

spends about 3.7 percent of their sales on promotional strategies, which enables us to conceptualize a figure to put toward the tailgating effort. By comparing the pre-campaign sales to both our actual post-campaign sales and our sales goals, we will be able to determine if the tailgate campaign was

a success.

Capitalizing on an assortment of ways to constantly measure the effectiveness of our campaign, we will utilize modern technology with social media, seasonal traffic inside restaurants, and the level of

success of each tailgate put on by Outback Steakhouse. Goals to shape perspective of Outback:

· Bringing Outback into the tailgating business with its authentic theme · Maintaining upscale attitudes towards Outback · Reach the selected demographic at the popular activity of tailgating · Develop positive connections in customers minds between Outback and tailgating

EVENTS Throughout the duration of the “Take Your Tailgate Outback” campaign, we will be hosting

a variety of events predominantly amongst the southern states starting in late August. Having jeeps and catering trucks covered with Outback menu items, as well as kangaroos, will help create an Australian atmosphere at the tailgates. At various tailgates, booths will be set up for people to get raffle tickets for prizes and gift cards, in exchange for signing up

for Outback’s email list and completing surveys for example. Also, there can be co-sponsored inflatables with football targets for fans to compete for prizes and attempt to out throw their friends. By having people sign up for the email list and potential prizes, there will be data to

analyze how effective both the reach and amount of impressions there are at each tailgate.

SOCIAL MEDIA Another way fans can connect with Outback is by using their phones on the various social media websites, such as posting the best picture on instagram or tweeting one with an Outback hashtag to win a gift card. Also, sharing and liking the event on facebook would also expand the notoriety of the Outback tailgate. Since Outback has two blimps, they could fly them around the various stadiums to help spark awareness and generate buzz in order to further enhance the Outback tailgating experience.

MEASUREMENT TIMEFRAME AND BENCHMARKS Measuring the campaign on a monthly basis will help us evaluate and adapt to make

necessary changes and tweaks along the way, considering how the season only spans from late August to early January. When benchmarking how each college town relates to one another, we can adjust our tactics slightly to fit our target market in the different areas in

the southern states.

APPENDIX A:

SURVEY AND FOCUS GROUP RESULTS

Survey

LINK TO THE SURVEY

https://qtrial.qualtrics.com/SE/?SID=SV_eJRTuafbEznouwd

Andrea

Typewritten Text

30

Older group that is out eating together and appears to be enjoying themselves.

First time there. The lady is explaining everything to them

Older generation. I believe they are about to. Looks like they are having lunch. Can't tell if they are regulars. The people eating in this photo are woman in their late 60s-early 70s. They seem to be enjoying themselves. It doesn't look like they have eaten yet. They don't seem overall pleased

Old grumpy ladies eating together. Average, they'll always find something to complain about. Wanted goo d food that wasn't too healthy and a lot of it. Somewhat regularly. My initial thought is that they all look like they would be awful to serve and complain about

everything. And that they should be at bingo. Morbidly ovese old women..... Probably enjoying their delicious food. Definitely enjoying it, because they enjoy all food.

They are all older and overweight...looks like they eat out a lot, even if not at Outback! None of them look very happy. Looks like the waitress is enjoying the food more than them. All of the people dining in the picture are overweight. They look like they have not started

eating yet. I believe that they are dining at Outback because the prices are relatively low for large amounts of food. Based on the dress of the diners, the restaurant appears to be very

generic and low-scale. Big eaters who enjoy red meat! Appears they are enjoying their food. I would say they are regulars. I honestly think that they are overweight old people who probably eat out a lot by the looks of it. They look like they are about to eat their meal. They seem to be all elderly women, making

me think that there is a senior special they are taking advantage of. They are all over weight women. They enjoy eating their so they can stuff thier

faces. Older women, not in good shape. I cannot tell if they are enjoying it you can't see their faces. They are dining there because they have nothing else to do. They probably dine

regularly because they are old and probably have a lot of free time.

fat old people. probably. theyre fat. probably mickey d's more theyre old.

Older people. They look like they are enjoying themselves. It looks like they are getting good service. Old, fat, ladies. I believe they are dining there because it was a great place for all of them to

meet. They enjoy the food, and when they go early they get lunch prices. I believe they go there at least once a month together. Not trying to be mean at all but they are a little big They look like they're enjoying their

food though an d seem like they're probably regulars and eat there and maybe meet there to catch up or something every so often the waitress looks really happy too

Old people. Not sure if they are enjoying their food, old people complain a lot at restaurants. They probably don't dine their regularly.

Older enjoying a meal together

this lovely group of ladies looks very pleased with their experience at outback. They seem to be having a girl lunch date and are most likely regulars since the waitress seems to be comfortable around them. These ladies are a bit overweight. The look on their faces don't spark "I am enjoying my

meal" to me. They probably decided to dine there because of convenience or reasonable price. The server however shows great personality and shows an interest in keeping the

customers happy. they look fat. They server is having a good time. The customers need to hit the gym Older, overweight people are in this picture.

They are old black ladies who enjoy cheap food

They are all old women, who look calm but excited to dig in their food. By their body language, they look like regulars of the restaurant.

Older women. I think they drove by and decided to check it out. They don't dine there regularly. Initial thought is that the customers and the server should be closer in age. I feel like they dine their regularly and see the place as somewhere to get together with

friends rather than specifically for the food.

There are old people in this picture. It seems like they are enjoying their food. Based on the smile on the waitress they seem to have a friendly staff which is why they are dining there. They are obese seniors that don't seem to be enjoying their food. They look like a group of

friends that meet to catch up over a meal.

Group of female friends. Dining there because of a get together. They don't look like they dine there often though.

Not smiling and look unfamiliar with the waitress.

It does not seem as if they are enjoying their food. It actually seems as if they are old grumpy women. They are dining there because they like the food their, and the service. And yes they dine there regularly because they're old, and lets face it, old people never

try new things. They look like old acquaintances that get together every once in a while and catch up over dinner. While enjoying each others companies tremendously they are no doubt bitter and

somewhat rude to the pretty young waitress. Nobody enjoys sitting near

them. Overweight people eating. Enjoying their food. They most likely come often which could reflect their weight. Elderly, appears they just recieved their food. They have a similiar appearance, they may

be friends that meet up to eat for social entertainment.

Older women, yes

Over weight Senior citizens are dining in this picture. They seem to have just been served their food by the friendly looking server. They look like they dine out often. I don't think the picture is a good advertisement for the restaraunt because the food on the plates doesn't look

too healthy (lots of fried food) and the customers don't look too healthy either.

Middle aged women. They are enjoying their food. They are dining there for a special occasion lunch. They do not dine there often.

Older overweight women, probably widows.

A small group of friends. They haven't started eating the food yet, but they look ready to eat it. They're probably dining there for the service and the quiet atmosphere where they can talk without dealing with crowds. They probably go there fairly often, because older

people are prone to have habitual meeting places. Women who are a little bit on the heavy side, and want to enjoy a nice meal.

Fluffy senior citizens.

They are adults, enjoying their food and the company. They dine there as a special occasion. Four elderly latino women are enjoying their lunch. With a quick glance I do believe they

are local regulars due to the fact there seems to be sun light outside and that there is no other diners in the background. Older group that look about average receiving their food. It's rare when adults are ecstatic

when they get served. They might be dining there just to have a little get-together with friends. I would guess that they dine their frequently because older people typically don't try new

things as they age. Group of women not satisfied with their meals. The are there for some kind of gathering to discuss something. This is their first time at Outback. The server is using her customer service

skills to make sure these women get the best dining experience possible.

Normal people. Looks like they haven't started eating yet. The food. Yes they dine there regularly. They look overweight.

This is a very close family. From their facial expressions, it does not seem as if they are too happy about their food or the service they are receiving because none of them are smiling. They are dining there because they wanted to catch up about family and life, but maybe

someone's food came out wrong. I could see them eating there regularly; maybe every couple of weeks or months. No. They are not enjoying it, but the waitress is trying to make it a good experience.

These are a bunch if old women. They probably don't eat there often due to their unsatisfied faces. They probably just finished playing Bunco.

Hungry and happy people

Overweight olde ethnic women, don't look too satisfied although the waitress looks happy to be serving them. It doesn't do Outback Steakhouse any justice, does not make it look

inviting and somewhere that a youger generation would frequent

These women look like they are frequent restaurant hoppers. I don't think they eat at Outback regularly because it doesn't appear that anyone ordered a steak, which is what Outback is well known for. The waitress looks a lot happier than the customers for some

reason. All women. Server's a woman looks happy and helpful. The dining women are older and very overweight. I think they are dining here because they like the food. They may dine there regularly... All of their meals don't look so healthy except for the green beans and

their waters. Seems to be a normal day out for them. Older age women. Food just arrived, not sure if they like it yet but they look ready to eat! Seems like they are comfortable eating out. Initial thoughts, I'm hungry. 1) Retired, old, fat, American women 2) The food was just served. They have not started to

enjoy it yet. 3) It is one of the places these women meet when they get together. 4) yes 5) That's not a question. The waitress is posing, but the women just want to chat and eat or

maybe they want ketchup. The restaurant choice makes sense for them.

Group of Friends. Looks like they just got their food, and did not start eating yet. Social gathering. Happy waitress with all their attention.

Over weight - must be Friday checks are in-must be special

Overweight senior citizens. I don't think they've started eating yet. They obviously appreciate good food. I have no idea whether they dine there regularly. My initial thoughts

are it looks more like an advertisement for Luby's or IHOP.

They are overweight older people. They seem to be enjoying their food. They probably chose to eat at Outback for the food taste. They probably dine their regularly because of their weight. Outback had good tasting but very caloric food. This picture makes me not

want to dine there.

Australi

an Australia Expensive

old people

Steak

steak

PUTANOTHASHRIMPONTHEBARBIE

Steak

Disgusting

Steaks

steak

Steak

Australian Outback Austrailia

Australia Steak

australia

Steak

Australia australia

Australian money

Australia Australia Australia Aussie

Steak

Australia Steak

Steak

Australia BEEF

Steak

Australia Steak

Coconut Shrimp (two words - sorry)

steak

Blooming Steak

Steak

Shrimp on the barbee steak

cute waitresses oh! and food Australia meat

steak

Meat

Steak

Steak

Australia Steak

steak

STEAK

Outback. uh, Bloomin'

Awesome

steaks from austraila

baby-back-ribs!

Steak

Andrea

Typewritten Text

36

Ethnicity

Age

Gender

Social Status

Martial Status

with or without

Kids

White 40 White Well off Married With

White 30-40 Male

Middle to low

Married With

any 25-45 female mostly Middle class

Married with

white 65 male

middle class

married with

White 40-50 Male

Don't know

Married Without

white 40 male

upper middle

married without

White

40

M

Rich as all else

Married

Nope

White 30-40 Male

Middle class

Married With kids

Black

50

Females

Low Class

Married

With grown kids

Caucasion

60 plus

Male

middle income

married

without

White

33

Male

Fairly well off

In a releationship

without

White 30-45 Male

Middle class

Married without

white 35 male

middle class

married without

White over 35 either middle class

married with

All 18-30 both

Middle Class

Any Either

White 19-28 Male

Middle class

Married No kids

White 60 Male

Affluent Married With

white

40-60

male and female

middle class

married

grandkid s but they dont come

White All Both

middle class

? with

White 40 Female

Working Married Without

white 40 male

middle class

married with

white 20-50 girl middle class

married with kids

whit

35

male

regular drug user

alone

without

White

Middle Aged

Both

Lower middle class

Married

with kids

Not really

sure

Any age

Female and males

About the same as chilies

I don't know

With kids

White

50

Male

Established businessman

Married

with

White 26-34 Male Working Single without

Professional

White 35

Male

Middle Married WIth

Caucasian

40

Mal

e

Upper Middle

class

Married

With kids White 4

0 Mal

e Middle class

Married With kids White 40-50 Males Blue Collar Married without

White

40

MAle

upper-middle class

Married or single

with

white

18-50

male

elite

all

without definitely White 40s Mal

e Middle class

Single Without Caucasia

n 40

Male

Mid-class Married with

White 40

Male

Middle class

Married With

caucasian

30 to 45

both

upper middle

class

married

both

white

25-60

male

upper middle class

married

with

white 30

women poor married without

white

35+

mixed

upper middle class

married

without

White 30

Male

Average Married With

White 30's Females

Middle class

Married With

white

20-35

Mal

e

Middle/Uppe r class

Married

without

caucasi

an s

25-30

male

middle class

married/in a relationship

Yup many many

Lil acciden

ts White 25-40 Mal

e Middle Class

Married with

White

Middle -Aged

Mal

e

Middle Class

Married

with

dont know

30ish- 50

Both

upper middle

class

dont know

without

White 42

Male

Middle Class

Married With

White 30-50 Female

Middle Class

Married Without

White 44

Male

Middle class

Married With kids

Latinos, African America

ns

40-60

Both

Middle class, Lower class

more freque

nt

Both single and married

Both

white 8-50 males

middle-class

married with kids an

y any any any any either

white

30-60 middle

male/fam

ily

middle class

all single/marrie

with

age d

white

mid

both

middle class

family with kids

yes, I just said that

white 30-60 both blue collar married without

white

28-60

male

middle income working

married

with

caucasian

25-50

both

upper middle class

either

both

Caucasian

Middle aged

Femal

e

Middle class

Married or in a committed relationship

With kids

Into value

Hungry

Unaware of cheaper options

old

Different than me

hungry

Australian

looking for good food, especially steak, without spending a ton of money.

not picky about their steak. meat and fried onion lovers

People that like to go out to eat.

Looking for good food

hungry

hungry

from down undahh

Hungry

hungry

hungry

families, or people on dates

Fun fond of steak

middle class

desparate

people looking for a good deal on decent food

Weird

wealthier Fun loving

Less Healthy

Caucasian

Hungry

normal

hungry.

At high risk of cholesterol related health issues.

Hungry

American Older

hungry

rich

overweight

hungry.

are hungry

Hungry

there for a special occasion

Interesting individuals (not always a good thing)

APPENDIX B:

IDEA BRAINSTORM

and

IDEA PITCH

The Big Idea

Based on our research, we found consumers differentiated Outback Steakhouses from competitors by the unique Australian theme. It is a restaurant people enjoy not only for the great food but also for

atmosphere. Additionally, Australia is a highly desired destination for vacations for the target market. We plan to capitalize on these ideas generated from our target market by highlighting Australian themes in physical and intangible attributes. We want Outback Steakhouse to be a

dining experience, not as place to solely grab dinner.

Top Two Tdeas

FIND YOUR INNER AUSSIE THE AUSTRALIAN TAILGATE

Campaign Ideas

1. Find your Inner Aussie 2. What would Roo do?

3. Boomerbang Back to Us 4. Explore the Outback

5. Crikey our Burgers our Outstanding 6. Put another Shrimp on the Barbie

7. Take your Mate on a Date 8. Better than your backyard barbie 9. Not your typical backyard barbie

10. The Outback's Just a Few Hops Away so come on in with Your Mate today 11. Our food is always Bloomin'

12. Come in with your mates today 13. It's always an adventure in the Outback 14. Only the Outback is rugged, not our food 15. The Outback's Just a Few Hops Away

16. Everything's Bigger in the Outback 17. Come eat a Steak on your Lunch Break

18. Make your day a Bloomin' day 19. Eat the best Steak on your Lunch Break 20. Your adventure's just a few blocks away

21. Real men eat Outback. 22. We're not a failure, we're from Australia 23. Taste the best steak on your lunch break 24. Vacation to Australia, without the jetlag.

25. It's the Australian Way 26. Be a man. Take your Sheila to Outback

27. Enjoy your steak without the bite 28. Hang ten at Outback

29. Your mom goes to Outback 30. Surfs up at Outback 31. Escape to Australia

32. Experience the Outback, minus the sunburn

33. Crikey that's good!

34. Our food is a lot less expensive than a real Australia vacation

35. Your Australian vacation is just a few blocks away

36. Spread the Aussie love, mate 37. Lob-in our lobster

38. Crikey our steaks our huge! 39. Crikey! What a beaut

40. A place where you can bring your Sheila and your mates 41. Hop to it!

42. Bog-in our Bloomin Onion 43. Use a spokesperson - Crocodile Dundee

44. Don't be a dingo! Eat Outback. 45. Experience the Outback

46. Experience your Outback 47. Use a spokesperson - Crocodile Dundee

48. Not your pregame steak 49. Go big. Go Outback.

50. Your Outback is right around the corner. What are you waiting for?

51. Be Aberiginal 52. Find the Tazmanian in you 53. Find your inner aberiginal

54. Gather your mates 55. The Australian Tailgate

56. Steak out 57. Here, the tailgate never ends

58. Surf all day, eat Outback 59. You don't need a Jeep to get to our

Outback 60. Steak off the barbie; Australian Style

61. Texas Pride is a lot like Australian Pride (regional)

62. Bringing the pride of Australia 63. Come on in the barbie's fine!

64. One word: Crikey. 65. Need an adventure?

66. Time to explore the Outback 67. mate

68. crocodile 69. The surf. The outback. The best of both

worlds 70. kangaroo

71. koala 72. opera

73. Now Featuring: Shark Week at Outback 74. Vacation to Australia

75. "Boomerang on Back" rewards program 76. Take a Bloomin' Bite of the Outback

77. No crocs allowed 78. No dingos allowed

79. Sheilas and mates only 80. Find your inner roo

81. Dingos don't dine here 82. Keep your eye on the Outback

83. Outback. Crikey!

84. The Outback. Where else? 85. Koalas, Kangaroos, and Wallabies. Oh

my! 86. Your next adventure is an Outback

adventure 87. The Outback: where everyone's your

mate 88. The Outback: you know you want to

89. Grab your mates, it's time for an adventure

90. The place to pretend like you’re an Aussie

91. Tailgate with your mates! 92. No Vegemite, just steak.

93. Beyond the Outback, beyond just steak 94. The Australian surf and turf

95. Welcome to the Outback 96. Take a dive in the Outback

97. Can you outlast the Outback? 98. Need a vacation day?

99. Outlast your night with Outback 100. Outcasts welcome in the Outback

Campaign Ideas

We chose two different campaign ideas, one that focuses on the general Australian atmosphere of Outback Steakhouse while our second idea focuses more on our target demographic of 18-25 year olds. “Find Your Inner Aussie” is to target a mass audience nationally, whereas “The

Australian Tailgate” will appeal more specifically to the college age range. While “Find Your Inner Aussie” will be a continuous campaign, “The Australian Tailgate” will be advertised on a

pulsing time frame depending on the sports season and geographic area.

“FIND YOUR INNER AUSSIE”

The “Find Your Inner Aussie” campaign is designed to reach a broader demographic and geographic area. For this reason, the campaign will be extremely effective in reaching not only our target market, but others as well. The main idea behind this particular campaign is the transformation a customer will go through when visiting Outback Steakhouse. We are planning on executing this campaign through a number of different media outlets. We will focus more on TV and print ads to convey the main idea.

TV Ad:

For the Television Ad we have visualized a typical group of three young adults (one female, two males) getting out of their basic sedan and walking into an Outback Steakhouse. The camera will focus on their backs as they walk into the restaurant, and convey the idea that they are your run of the mill young adults. They will all be dressed in semi-casual clothing, and will be laughing and chit-chatting as they walk into the restaurant. Once inside the restaurant, the characters will be addressed by a waiter who takes their order. The characters will continue to laugh and talk as their meal is served to them, and as soon as their food is set on the table, their transformation to “Aussie” will begin. We will incorporate Australian sounds, and music as the characters continue to eat. To end the commercial, the characters will walk out of the restaurant and be transformed into

Australians. As they walk out everything in their viewpoint will appear as an Australian Outback area, set in front of their Outback Steakhouse. They will be dressed in Australian, outback style, clothing; and walk out to a new car like a Land Rover, or Jeep. They will see kangaroos, alligators, and dingos all looking back at them. The scene will be a desert, with cacti and tumbleweeds all around. The group will then get into their new car, and drive through an outback scene to meet up with friends. When they arrive at their friends place, the friends are confused as to the other characters’ transformation. The group of characters will smile at each other as though they have a secret, while their friends stare at them perplexed. The camera zooms out, and a voiceover will come in and say “Find Your Inner Aussie” at the same time that the screen fades to black and the Outback Steakhouse logo pops up.

Magazine Ad:

The Magazine Ad will be very similar to the TV commercial. In this ad, the page will be divided in two. The first half will show the same group of people as they walk into an Outback Steakhouse. Once again, they will be dressed in typical clothing. The second half of the page will show them as they walk out of an Outback into an Australian scene. Their clothing, mood, and the surroundings have all changed like discussed in the TV commercial. There will be a title on the top of the page stating “Find Your Inner Aussie” and the Outback Steakhouse logo will be placed on the bottom. There will also be a link to Outback Steakhouse’s website, where readers can find more information about all of Outback’s current offerings.

“THE AUSTRALIAN TAILGATE”

The “Australian Tailgate” theme is aimed more at a demographic of 18-25 year old sports fans. The campaign will be executed in a pulsing timeframe, with emphasis on certain sports seasons. For this campaign, we want to portray that you can move your tailgate to Outback

Steakhouse. Here you will be able to enjoy good drinks, good food, and good friends. It will focus on the Outback Steakhouse bar, where a group of 18-25 year olds will be wearing their

teams gear while enjoying the food and atmosphere that Outback Steakhouse has to offer. Depending on the area, different sports can be used in the ad campaign. For example, in the

north we will focus more on Basketball or Hockey, whereas in the south, they can focus more on Football or Baseball. We plan on executing this advertisement through 3 different media

outlets. We would like to make a television commercial, a magazine print ad, and an advertisement for stadium, or arena sidebars.

TV Ad:

The Television Ad will begin with a camera close up on a steak cooking on a typical grill. Background noises will consist of a broadcast of the final moments of a sporting event based

on the region. Once the steak is finished, tongs place the steak on a plate with other side dishes. The camera zooms out where the viewer can tell that the setting is a restaurant

kitchen. The camera follows the waiter as he takes the steak to a group of sports fans sitting at the bar. The sports fans are holding drinks as their eyes are glued to the TV screen

broadcasting the game. The sports fans’ team scores in the last second, and they all stand up and high five each other as the waiter gives them their food. In the midst of all the cheering,

the screen goes black as Australian-themed music comes on. As the logo and an image of a steak appears, a voice over says, “Move your tailgate Outback to The Australian Tailgate!”

Magazine Ad:

The Magazine Ad for “The Australian Tailgate” will show a group of sports fans cheering with their ice cold drinks, with a football (or other sport game, depending on the season) on

the televisions in front of the bar. It will be clear that the group is at an Outback Steakhouse, and are celebrating their teams success. They will have typical Outback Steakhouse food in front of them, and will be positioned in front of the bar. The group of fans, will be dressed in gear aimed at their sports team. A generic ad will feature shirts in one color that read “State”

and a generic picture of football (or another sport) will be placed on the TV at the bar. Over the advertisement will be a title saying “The Australian Tailgate” and then under that

it will say “Move Your Tailgate Outback” with a picture of the Outback Steakhouse

logo.

Stadium Digital Signage Ad:

The Stadium Digital Signage Ad will be placed on jumbotrons in stadiums, gyms

or other sports arenas and on the banners around the stadium. If it is on the

jumbotron, it will be the same ad as the magazine one, but specified to the home

team playing. On the banners around the stadium it will say “The Australian

Tailgate: Move your Tailgate Outback” with an Outback Steakhouse logo.

Sport Seasons for Pulsing Advertising of

“The Australian Tailgate”

APPENDIX C:

PRINT AD

And

SPONSOR GAME TICKET

Print Ad

Sponsor Game Ticket

APPENDIX D:

P&L STATEMENT

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APPENDIX E:

WORKS CITED

Work Cited

History of Outback Steakhouse, Inc. (n.d.). FundingUniverse. Retrieved February 1, 2013, from http://www.fundinguniverse.com/company-histories/outback-steakhouse-inc-history/ Market Research Reports & Analysis. (n.d.). IBISWorld US. Retrieved February 3, 2013, from http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=1677 My Outback Rewards. (n.d.). My Outback Rewards. Retrieved February 4, 2013, from

http://www.myoutbackrewards.com/how_it_works No Worries Wednesday. (n.d.). Outback Steakhouse. Retrieved February 4, 2013, from http://www.outback.com/menu/noworrieswednesday.aspx Outback Steakhouse Goes International. (n.d.). Free Essays, Term Papers, Research Paper, and Book Report. Retrieved February 2, 2013, from http://www.123helpme.com/outback-steakhouse- goes-international-view.asp?id=166763 Restaurant Gift Cards. (n.d.). Outback Steakhouse. Retrieved February 4, 2013, from

http://www.outback.com/gift-card/ Steaking Acclaim. (2013, February 2). Entrepreneurship.org. Retrieved from http://www.entrepreneurship.org/en/resource-center/steaking-acclaim-how-outback- steakhouse-went-from-down-under-all-the-way-to-the-top.aspx Table Mates. (n.d.). Outback Steakhouse. Retrieved February 4,

2013, from https://tablemates.outback.com/