1. 1
FCR
Agency
Cindy
Karathanasis, M
alik
Kairouani, Merc
edes
Rodriguez, John
Alawi, Safisha
Harris, Zoé
Guiraudon, Hnin
Aung

2. Table of Contents
• Media Objectives……………………………………………………………….3
• Competitive Analysis………………………………………………………….4
• Situational Analysis…………………………………………………………..23
• Target Information……………………………………………………………39
• Recommended Media Selection & Rational…………….………..45
• Budget…………………………………………………………………….………..58
• Execution………………………………………………………………….……….67
• Works Cited…………………………………………………………….………...71
• Appendixes…………………………………………………….……………….…75
2

3. Media Objectives
• Within the $25 million budget, create
national awareness of Panera Bread for
the 2014-2015 seasons.
• Use media that can create awareness
and effectively communicate the
advantages of buying/using Panera
Bread products to adults 24 to 54.
• Following introduction, provide
sustaining support throughout each
different season
Winter, Summer, Spring, Fall).
• Target advertising to all adults 25 to 54
who are previous users/buyers for
repurchases and nonusers/buyers of
Panera Products products for trial use.
3

4. Competitive Analysis
4

5. Company Profile – Panera Bread
Panera Bread is a chain of bakery-café fast
casual restaurants in the USA and Canada.
There are over 1,736 store operating under the
Saint Louis Bread Company.
Stock Price: $180.92
Mission statement: ” A loaf of bread in every
arm”
Variety of product:
Hot and cold
beverages, bakery, bagels, sandwiches, salads, p
astas and soups
5

6. Company Profile - Starbucks
Starbuck is a coffee and tea beverage
company founded in 1971.
Stock Price: $70.96
Mission statement: " Our mission: to inspire
and nurture the human spirit – one
person, one cup and one neighborhood at a
time. "
Variety of product:
Coffee, Handcrafted
Beverages, Merchandised, Fresh
Food, Consumer Product, Ready to drink.
Their points of distribution are mostly in
urbanized area.
Starbucks had 11,100 stores in the United States
as October 2012.
Project to open 3,000+ net new stores in
Americas region by 2017.
Advertising and Brand Imaging:
•Food sourcing
•Sustainability (Ethical Sourcing, Environmental
Stewardship, Community Involvement)
•Big on Social Media (Twitter campaign)
6

7. Company Profile - Dunkin
Donuts
Dunkin Donuts is part of Dunkin' Brands Group, Inc.
Bill Rosenberg opened the first Dunkin' Donuts in
1950.
Stock price: $51.67
Mission Statement:
"Make and serve the freshest, most delicious coffee
and donuts quickly and courteously in modern, well-
merchandised stores.”
Values:
Honestly, Transparency, Humility, Integrity, Respectf
ulness, Responsibility, Leadership, Innovation, Execu
tion, Social Stewardship, Fun
Dunkin' Donuts is the world's leading baked
goods and coffee chain, serving more than 3
million customers per day.
Advertising:
•Their new campaign is heavily based on Social
Media to help reinforce their relationship with
the customers
#MyDunkin
•The fun aspect of their value is really present.
7

8. Company Profile – McDonald’s
McDonald's is the leading global foodservice retailer with more
than 35,000 local restaurants serving nearly 70 million people in
more than 100 countries each day.
Stock Price: $95.15
• More than 35,000 restaurants worldwide
• 1.8 million employees
• More than 100 countries
• 80% of restaurant franchisees
Mission:
• Continuously improve our social and environmental
performance.
• From the beginning a company committed to doing the
right thing. Today, our values continue to be the
foundation for who we are, what we do, and how we
operate,
McDonald’s Values
•Place the customer experience at the core of all
we do
•Committed to our people
•Believe in the McDonald’s System
•Operate our business ethically
•Give back to our communities
•Grow our business profitably
•Strive continually to improve
Advertising:
• Great market share due to extensive worldwide
advertising and marketing
• Strong use of traditional medias, as well
as, significant use of billboards and
signage, sponsorship, and sporting events
(Olympics Games etc.)
8

9. Company Profile - Subway
Subway is the world’s largest submarine sandwich
chain with more than 37,000 locations around the
world.
Mission Statement: “Delight every customer so
they want to tell their friends- with great value
through fresh, delicious, made-to-order
sandwiches, and an exceptional experience”
Vision Statement: Be the #1 Quick Service
Restaurant franchise in the world, while
delivering fresh, delicious sandwiches and an
exceptional experience.
•Fastest growing franchises in the
world, with 40,855 restaurants in 105
countries and territories as of January
1, 2014
•It is the largest single-brand restaurant
chain and the largest restaurant operator
globally.
Advertising:
•The majority of advertising happens on
national TV during prime time, sports and
late programming on major broadcast
networks and cable networks
•Additional advertising occurs via local
markets on TV, radio and print.
•Also, uses online social media to bring
message closer to consumers
9

10. ($000) Newspaper National
Newspaper
Outdoor Spot TV NATL
Spot
Radio
Total
Panera 321.8 640.6 5,305.5 8,575.40 1,777.8 15,846.3
Panera Bread – General Promotion
Expenditures Jan – Dec 2011 ($000)
2%
5%
36%
57%
0%
Newspaper
NATL
Newspaper
Outdoor
Spot TV
NAT Spot
Radio
For the fiscal year of 2011 Panera
spent most of its media budget in
Spot TV and Outdoor Advertising
in the year 2011 . Their total
budget was $15,846.3.
10
Ad $ Summary, 2011-2012

11. ($000) Newspaper Outdoor Spot TV Cable TV NAT Spot
Radio
Total
Panera 367.1 7,965.6 9,594 6,016.6 1,032 24,985.3
2%
32%
38%
24%
4%
Newspaper
Outdoor
Spot TV
Cable TV
NAT Spot Radio
The following year they spent 24%
of their media budget in Cable TV
whereas they did not spend at all
in this category in 2011. They are
still spending most of their budget
in Spot TV and Outdoor
Advertising.
Panera Bread – General Promotion
Expenditures Jan – Dec 2012 ($000)
11
Ad $ Summary, 2011-2012

12. Starbucks – General Promotion
Expenditures Jan – Dec 2011 ($000)
($000) Newspaper National
Newspaper
Outdoor Network TV Spot TV Cable TV Network
Radio
National
Spot
Radio
Total
Starbucks 131.70 2,066.90 419.1
0
10,332.80 1,842 6,881 65.8 648.3 22,387.60
12
1%
9%
2%
46%
8%
31%
0%
3%
Newspaper
National
Newspaper
Outdoor
Network TV
Spot TV
Cable TV
Network Radio
For the fiscal year of 2011 Starbucks
spent most of their media budget on
Network TV advertising, spending
over 10 million in this category.
Ad $ Summary, 2011-2012

13. 5%
0%
25%
4%
13%
0%1%
46%
6% Magazines
Newspaper
National Newspaper
Outdoor
Network TV
Spot TV
Syndication
Cable TV
National spot radio
The following year Starbucks spent
most of their media budget on Cable
TV advertising. They spent
nearly half of their budget in this
category. National Newspaper took
up a quarter of the budget.
($000) Magazines Newspaper Nationals
Newspaper
Outdoor Network TV Spot TV Syndication Cable TV National
Spot Radio
Total
Subway 1,229.1 13.7 6,080.4 953.5 5,343.7 13.9 195,217.0 11,353.4 1,517.8 24,722.5
Starbucks – General Promotion
Expenditures Jan – Dec 2012 ($000)
13
Ad $ Summary, 2011-2012

14. Dunkin Donuts General Promotion
Expenditures Jan – Dec 2011 ($000)
For the fiscal year of 2011 Dunkin Donuts
focuses most of the advertising budget
on outdoor, like its competitors . This
may be due to past success with using
outdoor platforms. The next leading
category was National Spot Radio.
3% 4%
65%
1%
27%
Newspaper
National Newspaper
Outdoor
Spot
National Spot Radio
($000) National
News paper
Outdoor Spot TV National Spot
Radio
Total
Dunkin Donuts 597.0 9,990 174.0 4,156.1 15,301.7
14
Ad $ Summary, 2011-2012

15. Dunkin Donuts General Promotion
Expenditures Jan – Dec 2012 ($000)
($000) Newspaper Outdoor Spot TV National Spot
Radio
Total
Dunkin Donuts 255.20 8,557.80 445.60 4,825.70 14,084.4
2%
61%
3%
34%
Newspaper
Outdoor
Spot TV
National Spot Radio
15
The following year Dunkin Donuts
continued to focus most of it’s budget
on Outdoor and National Spot Radio
advertising.
Ad $ Summary, 2011-2012

16. McDonald’s Media General Promotion
Expenditures Jan – Dec 2011 ($000)
($000) Magazine Newspape
r
Outdoor Network
TV
Spot TV Syndication Cable
TV
Network
Radio
National
Spot
Radio
Total
McDonalds 1,755.4 593.7 71,534.7 15,479.7 994.8 1,196.8 5,786.2 800.6 3,450.1 101,592
2%1%
70%
15%
1%
1%
6%
1%3%
Magazines
Newspaper
Outdoor
Network TV
Spot TV
Syndication
For the Fiscal year of 2011
McDonald’s spent most of their
media budget in outdoor
advertising. They spent 70% of
their budget in this
category, followed by Network TV.
16
Ad $ Summary, 2011-2012

17. McDonald’s- Media General Promotion
Expenditures Jan – Dec 2012 ($000)
($000) Newspaper National
Newspape
r
Outdoor Network
TV
Spot TV Syndication Cable
TV
Network
Radio
National
Spot
Radio
Total
McDonalds 553.3 38.7 76,223.40 56,479 2,270.70 4,516.10 10,700.1
0
1,234.30 3,280 841,305.
6
0% 0%
49%
36%
2% 3%
7%
1%
2%
Newspaper
National Newspaper
Outdoor
Network TV
Spot TV
Syndication
Cable TV
Network Radio
National Spot Radio
The following year they
continued to spend most of of
their budget on advertising. They
doubled their spending on
Network TV, spending over 30%
in this category.
17
Ad $ Summary, 2011-2012

18. Subway Restaurant General Promotion
Expenditures Jan – Dec 2011 ($000)
3% 1%
13%
27%
17%
6%1%
10%
20%
2%
Magazines
Newspaper
NTL Newspaper
Outdoor
Network TV
Spot TV
Syndication
Clable TV
Network Radio
Nat Spot Radio
($000) Magazines Newspaper Nationals
Newspaper
Outdoor Network
TV
Spot
TV
Syndicati
on
Cable TV Network
radio
National
Spot
Radio
Total
Subway 906.5 365.4 4,447.6 8,814.9 5,763.1 2,088.
3
195 3,180.9 6,647.0 790.5 32,229.
3
For the fiscal year of 2011 Subway, like
many of it’s competitors, spent most of
their budget on Outdoor advertising. It
was then lead by Network Radio with
20% being spent in this area.
18
Ad $ Summary, 2011-2012

19. Subway Restaurant General Promotion
Expenditures Jan – Dec 2012 ($000)
($000) Newspaper Nationals
Newspaper
Outdoor Network
TV
Spot
TV
Syndication Cable TV Network
radio
National
Spot
Radio
Total
Subway 248.5 5,532.7 11,108.9 27,713.4 2,578.
1
1,296.1 13,534.0 8,877.1 700.4 71,590.
0
The following year Subway increased their
budget by nearly 45% percent. Unlike in
2011, they decided to spend most of their
budget on Network and Cable TV instead
of Outdoor advertising. They decreased
Outdoor spending by 12%.
0% 0%0%
8%
15%
39%
4%
2%
19%
12%
1%
Newspaper
NTL Newspaper
Outdoor
Network TV
Spot TV
Syndication
Clable TV
Network Radio
Nat Spot Radio
19
Ad $ Summary, 2011-2012

20. Media Expenditures Comparison in Dollars - Table
20
$000/% Panera Bread Starbucks Dunkin Donuts McDonald’s Subway TOTAL
Magazines 0 0.00% 0 0.00% 0 0.00% 0 0.00% 0 0.00% 0
Newspaper 367.1 2.03% 131.7 0.59% 255.2 1.81% 553.30 0.36% 248.5 0.35% $1,555.8
National Newspaper 0 4.04% 2,066.9 9.23% 0 0.00% 38.70 0.03% 5,532.7 7.73% $7,638.3
Outdoor 7,965.6 33.48% 419.1 1.87% 8,557.8 60.76% 76,233.40 59.72% 11,108.9 15.52% $104,284.8
Network TV 0 0.00% 10,332.8 46.15% 0 0.00% 56,479 36.84% 27,713.4 38.71% $94,525.2
Spot TV 9,594 53.01% 1,842.7 8.23% 445.6 3.16% 2,270.70 1.48% 2,578.1 3.6% $16,731.1
Cable TV 6,016.6 0.24% 6,881.2 30.74% 0 0.00% 10,700.10 6.98% 13,534.0 18.9% $37,131.9
Network Radio 0 0.00% 65.8 0.29% 0 0.00% 1,234.30 0.81% 8,877.1 12.4% $10,177.2
National Spot Radio 1032.2 0.07% 648.3 2.90% 4,825.7 34.26% 3,280.0 2.14% 700.4 0.98% $10,486.6
Syndication 0 0.00% 0 0.00% 0 0.00% 4,516.10 2.95% 1,296.1 1.81% $5,812.2
Total 24,975.3 100% 22,388.4 100% 14,084.4 100% 101,592.0 100% 71,590.0 100% $294,155.3
Ad $ Summary, 2011-2012

21. Media Expenditures Comparison in Dollars - Graph
0
20000
40000
60000
80000
100000
120000
Panera Bread
Starbucks
Dunkin'
Donuts
McDonald's
Subway
21
Ad $ Summary, 2011-2012

22. Analysis
• As expected, McDonald’s spend the most money on media spending in
2012, focusing most of their budget on Outdoor and Network TV advertising
• A total of 36% of the media budget, for both competitors and Panera, was
spent on Outdoor advertising
• It is followed by Network TV with 32% of the spending being spent in this
category
• Panera spends most of it’s budget on Spot and Cable TV
advertising, however, unlike it’s competitors does not spend on Network TV
22

23. Situational Analysis
23

24. ‹#›

25. ‹#›

26. ‹#›

27. ‹#›

28. 28
By dividing Panera’s
total revenue by the
fast food industries
total revenue allows
us to figure out that
Panera dominates
40.63% of the
Market Share in
2012 .
McDonlalds 35,600,000
Subway 12,100,000
Starbucks 10,600,000
Wendy's 8,600,000
Burger King 8,587,000
Taco Bell 7,478,000
Dunkin' Donuts 6,264,200
Pizza Hut 5,666,000
Chick-fil-A 4,621,100
KFC 4,459,000
Panera Bread 3,861,000
Sonic Drive-In 3,790,700
Domino's Pizza 3,500,000
Jack in the Box 3,084,900
Arby's 2,992,000
Chipotel Mexican Grill 2,731,200
Papa John's 2,402,400
Dairy Queen 2,300,000
Popeyes Louisiana Kitchen 2,253,000
Hardees 1,900,000
Panda Express 1,797,400
Little Ceasars 1,684,000
Whataburger 1,476,800
Carl's Jr. 1,400,000
Jimmy John's 1,262,800
Five Guys Burgers & Fries 1,082,700
Zaxby's 979,300
Church's Chicken 869,900
Bojangles 864,500
Steak 'n Shake 857,500
Culver's 838,800
Quiznos 838,000
Papa Murphy's 738,000
Long John Silvers 723,000
Checkers/Rally's 696,900
White Castle 618,500
Del Taco 607,900
Qdoba Mexican Grill 583,200
Jason's Deli 578,900
Krispy Kreme 569,400
El Pollo Loco 563,000
Boston Market 559,000
Tim Hortons 532,200
In-N-Out Burger 528,000
Baskin-Robbins 510,000
CiCi's Pizza 505,000
Captain D's 467,100
Moe's Southwest Grill 452,000
Wingstop 450,900
Jamba Juice 450,000
Total Sales in Fast Food Industry 2012 ($amount)
” Fast Food in the US." Passport. Euromonitor International, 2 Sept. 2013. Web.
20 Mar. 2014. (23, 27, 40)

29. ‹#›

30. ‹#›

31. Distribution Channels
• Company-owned and franchise-operated bakery-cafe locations in 42
states, the District of Columbia, and Ontario, Canada. Panera operates
under the Panera Bread, Saint Louis Bread Co. and Paradise Bakery & Cafe
trademark names.
• Located in urban, suburban, strip mall, and regional mall locations. The
Company operates in three business segments:
a) Company bakery-cafe operations
b) Franchise operations
c) Fresh dough and other product operations
31

32. Distribution Channels
Manufacturer:
SIGMA
Manufacturer:
Fresh Dough
Facility
Franchise:
Panera
Customer
Provides Panera
with soups, cold
products and dry
products. An
exclusive distributor
for Panera.
Provides the dough
for Panera bread
restaurants.
Each Panera
receives the
products in order to
prepare and sell at
their restaurants.
Any person
purchasing and
receiving products
from Panera Bread
restaurants.
32

33. Panera’s Products Categories
33

34. Panera’s Products Categories
34

35. Menu Variation
• Today’s Soup -> Change everyday of the week
• Seasonal New products
35

36. • New menu structure:
Group items by price point and allow customers to choose menu items as a half portion
or a whole portion, with the number of calories associated.
• Panera Recipes available on the website
36
Menu Variation

37. “Live Consciously. Eat Deliciously.”
37
• Launched in late February 2013
• Developed in partnership with Chicago based agency, Cramer-Krasselt
• Focuses on promoting company values and philosophy
• Panera Cares Community Café – Non-profit donation based restaurants
• Web, TV and Print advertising
• $70 million dollar budget (30% higher than previous year)
Advertising & Media Analysis

38. 38
“Make Today Better”
• Launched in late June 2011
• $40 million dollar budget
• Focuses on the brands positioning- fresher bread
and product, and a more comfortable environment
• First major TV campaign, also included
radio, billboards, digital marketing, social media
• My Panera- loyalty program, which also helps
promote seasonal products
Advertising & Media Analysis

39. Target Information
39

40. Target Demographic Profile
40
Simmons One View

41. Target Demographic Profile
41
The typical Panera consumer is mostly
women with a relatively high income, they
are educated and Caucasian for the most
part. Further research on Simmons One
can help us conclude that
• Health and Well Being (Appendix 1)
40.3% of Panera consumer are “Weight
Reformers.” This is to Panera’s advantage
because they can present themselves as
the healthy and quick alternative to these
consumers.
• Food Life Style (Appendix 2)
What comes out of this chart
is, again, Panera consumer appreciates
food. The majority, 77.6% represent a
consumer that is trying to make a
healthier lifestyle but adhere to fast food
because of their busy lifestyles.
These graphs also gave us an idea of
Media usage:
• TV Product Placement (Appendix 3)
This section is half- half. Half of the
consumer actually cares about, have a
strong connection and are devoted to TV
placement product. The other half is
indifferent people about TV placement
and for 25.8% it actually does the opposite
of the intended effect.
not necessarily influence their shopping
behavior. The emulator (28.8%) however
have a strong connection to the branded
product.
Knowing this it might be a good idea to
use movie branded content in our media
plan.
• Technology Adoption (Appendix 5)
Most of Panera consumers are
technologically savvy. 23.8% say that
cannot live without the internet and their
technological gadgets, 22.1% say that
technology is important in their, and
although it helps them manage their busy
lifestyles, it is not a major factor.
Finally, 47.1% say that even they are not
good at it they are willing to learn and to
incorporate new technology in their lives.
• Mobile World (Appendix 6)
Almost all the Panera consumers own a
cell phone. They are segmented in 6
categories with 3 big ones:
1. The Mobile Professionals (27.7%) are
more likely to own a smartphone
lives; smart phones help them stay
connected.
3. Pragmatic Adopters (23.4%) cell
phones have come become an
everyday use of adults and are more
functional than entertaining.
Conclusion
Panera, with its App and its social media
campaign are on the right track because
their target audience is responsive to it.
Simmons One View

42. Target’s Food Habits
42
• We can conclude
that Panera’s
consumers tend to
make healthier
choices when it
comes to food
because they are
concerned about
their weight.
• We also see that
Nutritional element,
freshness and the
absence of artificial
additives are
important factors in
their choice
Panera Consumer 25 -54
Simmons One View
• Panera’s consumers are snackers; this gives us insight on
the portion size.
• They like to try new products, so menus must be updated
regularly with new and innovative products.

43. Media Usage of The Target Market
43
Panera’s consumer are: Index
More likely to be Heavy user of Internet 120
More likely to be Heavy user of Outdoor 119
More likely to be Heavy user of Magazines 112
More likely to be Heavy user of Newspaper 111
More likely to be light user of TV 106
More likely to not use Radio Below 100
Adult who have visited Panera in the last 6 month:
MRI

44. Media Usage of The Target Market
Adult who have visited Panera in the last 6 month:
44Mediamark Research, Inc. Mediamark Internet Reporter. The Henry Birnbaum
Lib., Pace U, New York, NY. 17 Mar. 2014.
Total '000 Proj '000 Pct Across Pct Down Index
WEBSITE
iVillage.com 586 136 23,3 0,6 223
LivingSocial.com 7782 1741 22,4 7,2 214
Groupon.com 16588 3517 21,2 14,5 203
Tripadvisor.com 7295 1481 20,3 6,1 195
Orbitz.com 10418 2035 19,5 8,4 187
About.com 6713 1287 19,2 5,3 184
MAGAZINES
Real Simple 7602 1897 25 7,8 239
Chicago Tribune (Sunday) 2002 496 24,8 2 237
New York Magazine 1740 408 23,5 1,7 225
Washington Post (Sunday) 1522 339 22,2 1,4 213
Runner's World 2521 548 21,7 2,3 208
Conde Nast Traveler 3314 712 21,5 2,9 206
CABLE
Palladia HD 2386 435 18,2 1,8 175
HGTV (Home & Garden Television) 42685 6883 16,1 28,4 155
Style 9930 1569 15,8 6,5 151
DIY (Do It Yourself Network) 16831 2588 15,4 10,7 147
E! (Entertainment Television) 31769 4546 14,3 18,7 137
Bravo 31205 4329 13,9 17,8 133

45. Recommended Media
Selection & Rational
45

46. The Media Selection
Cable Magazine Newspaper The
Internet
Social
Media
46

47. 47
Internet Advertising Rationale
• We decided to allocate $2.521 million
of our $25 million budget to internet ads
• We decided to advertise on internet
radio websites Pandora and Spotify
because a large portion of adults 25-54
are using this non-traditional radio
method at work, home and through
smartphones. We believe this a great
way to reach out target.
• We also chose Hulu and Youtube
because we would be able to deliver our
message with our target through visual
and audio commercials. Our target
audience is also a frequent users of this
media.
• We decided to advertise on online
news sites like NYT, WSJ, and CNN
because our target audiences are
frequent users of these websites and
seeking their news not only on print but
online.
• We decided to also advertise on travel
websites because our target audience
are frequent users of these. We chose to
advertise on the top three traveling
websites – TripAdvisor, Orbitz and
Expedia.
"Banner Advertising and Other Advertising Methods." Banner Advertising and
Other Advertising Methods. Benchmark Communications, 2012. Web. 10 Apr. 2014.
Guttelle, Sam. "The Average YouTube CPM Is $7.60, But Making Money Isn’t
Easy." Tubefilter RSS. Tubefilter, 3 Feb. 2014. Web. 5 Apr. 2014.
Koenigsberg, John. "What Is the Average CPM for Ads on a
Travel Site like
TripAdvisor?" Quora, 1 Dec. 2010. Web. 4 Apr. 2014.
Marshall, Jack. "What Online Ads Really Cost." Digiday.
Digiday, 22 Feb. 2013.
Web. 27 Mar. 2014.

48. Non-selected Internet Budget Rationale
Reasons for the websites we
reviewed but did not select:
• Media Habits (index)
– We chose the top websites in
certain categories such as
News, Travel and Streaming
sites such as Pandora
• E-mail Sites
– We didn’t choose this
because we felt that it did not
reach a high amount of our
audience
• Gmail.com
• Hotmail.com
• Mail.yahoo.com
• ABC.com
• About.com
• NBC.com
• ABC.com
• Fox.com
• Yellowpages.com
• Overstock.com
• Amazon.com
• Facebook.com
• Twitter.com
• Linkedin.com
48
"Banner Advertising and Other Advertising Methods." Banner Advertising and
Other Advertising Methods. Benchmark Communications, 2012. Web. 10 Apr. 2014.
Del Ray, Jason. "Yahoo's Ad Sell-Through Rate on Its Log-in Page Has
Plummeted." Advertising Age Digital RSS. Advertising Age, 21 Nov. 2012. Web.
27 Feb. 2014.
Yahoo Representative. Telephone Interview. 18 April 2014

49. Adwords Rationale
• We decided to allocate $1.299
million of our $25 million budget to
Adwords on Google, Yahoo and
Bing.
• According to Simmons Oneview,
realized that Google is the most
popular search engine than other
search engine
• We found that it was best to only
advertise for 7 months out of 12 on
Google, specifically those months
that have 31 days. The reason why
is because most major holidays fall
on those months such as Christmas
and New Years Eve, of which
people will be going out, and might
be more likely to search for places
to eat out.
• We would also use Yahoo and Bing
as secondary search engines to
advertise Panera Bread. I would
use the remainder 5 months I did
not use previously to advertise on
these search engines because I
believe that Yahoo and Bing are
used less frequently than Google as
search engines
• Key Words: Fresh food, Breakfast,
Made with high quality Ingredients
49
Del Ray, Jason. "Yahoo's Ad Sell-Through Rate on Its Log-in Page Has
Plummeted." Advertising Age Digital RSS. Advertising Age, 21 Nov. 2012. Web.
27 Feb. 2014.
Google Represantative. Telephone Interview. 18 April 2014
Yahoo Representative. Telephone Interview. 18 April 2014

50. 50
Magazines Rationale
• We decided to allocate $11 million 185
thousand 790 dollars to magazines’ ads.
• We distributed the budget among 4
magazines, which had the highest index
numbers in our target media usage: Conde
Nast Traveler, Real Simple, New York
Magazine and Self Magazine.
• In the 3 magazines with the higher Index
within our target media usage (Conde Nast
Traveler (Index: 206), Real Simple (Index:
239), New York Magazine (Index: 225)), we
decided to publish two ads per monthly issue
for sake of frequency. Indeed, our ads are
used as a reminder towards our already
existing customers.
• We are using a seasonal media plan divided in
4 periods:
- From September to Mid-November:
Halloween/Pumpkin products (ex: Panera
Bread Pumpkin Pie Bagel)
- From the last half of November to January:
the Christmas Season (ex: Christmas Tree
Cookie)
- From March to May: the Spring Season (ex:
salads)
- From June to August: the Summer Season (ex:
smoothies)
• In total, we are covering 11 months of the
year. Even though, it looks like a continuous
campaign, there will be 4 distinct periods with
changes in the creative ads.
• We could have advertised in Runner’s world,
however, we decided not to because it is too
specific; it is a niche market magazine. We
decided to pick Self Magazine instead; it has
much broader content and can reach a wider
audience.
”Condé Nast Traveler – Media Kit Print | Condé Nast." Condé Nast. Condé Nast,
2014. Web. 16 Apr. 2014
“Media Kit." Real Simple Media Kit. Real Simple, 2014. Web. 5 Apr. 2014.
“SELF – Media Kit Print | Condé Nast." Condé Nast. N.p., n.d. Web. 27 Apr. 2014.

51. What Research Showed Us: Newspaper
New York Times Index USA Today Index
25-29 122* 25-29 75
30-34 116* 30-34 85
35-39 112* 35-39 114*
40-44 67 40-44 127*
45-49 85 45-49 90
50-54 90 50-54 111*
• Simmons OneView shows us a high index of NY Times readers aged 25-39.
• There is a higher index for readers aged 40-54, for USA Today readers.
• Readers switch from the NY Times to USA Today according to age group.
Choosing to advertise in both allows us to target Panera consumers in age
groups.
51
“USA Today Media Kit." USA Today Media Kit . N.p., n.d. Web. 15 Feb.
2014.

52. Newspapers Rationale
• Thanks to Simmons OneView
we can see that there is a
total higher index of NY
Times readers aged 25-39.
These people are 50% more
likely to read the NY Times.
Readers aged 35-54, are 52%
more likely to read USA
Today.
• By targeting the Sunday
readers of the NY Times aged
25-39 and then the weekend
USA Today readers aged 35-
54, we have a higher chance
of reminding the Panera
consumer of our products.
We chose to go with a 4
color, full page ad for each
newspaper edition.
52“USA Today Media Kit." USA Today Media Kit . N.p., n.d. Web. 15 Feb.
2014.

53. Why did we choose the weekend editions
of both NY Times and USA Today?
• The NY Times Sunday
circulation rate is 1,492,307
compared to the weekday
circulation of 1,033,750, we
saw it more fitting to
advertise in the Sunday
edition.
• The USA Today weekend
circulation is 1,546,138
compared to the weekday
circulation of 1,333,627, we
saw it more fitting to
advertise in their weekend
edition.
• Using this method, we are
able to target more
consumers for both
newspapers.
53
“USA Today Media Kit." USA Today Media Kit . N.p., n.d. Web. 15 Feb.
2014.

54. 54
Social Media Rationale
WHAT RESEARCH HAVE SHOWN:
Our previous research on Simmons
One View have shown that most of
Panera consumers are
technologically savvy. 23.8% say
that cannot live without the
internet and their technological
gadgets, 22.1% say that
technology is important in their,
and although it helps them
manage their busy lifestyles, it is
not a major factor.
Finally, 47.1% say that even they
are not good at it they are willing
to learn and to incorporate new
technology in their lives.
Further more 25.7% of them are
referred as social connectors
concerning their mobile usage:
communication is essential in their
lives; smart phones help them stay
connected.
These research result implies that our target
is present on social media:
•To run, on a daily basis, the different social
network platforms (Facebook, Twitter, Instagram)
Panera Bread need a community manager, which
cost in average $49,700 per year.
•Even though Panera Bread have a good presence
on social media they are still far from their
competitors. For example on Facebook they have
only 2.5M likes when the competitors have
surpassed 30 M likes. We recommend a budget of
$100,000 to invest in some post and send them to
a targeted population.
•Finally we also recommend to do a Facebook
contest to reinforce the community bond around
the platform acquire emails address for the client
database. Cost of $15,000
Keath, Jason. "How Much Money Do Community Managers Make?" Social Fresh

55. Cable Television Rationale
• For advertising Panera on cable
television we chose HGTV, E!, USA and
Bravo networks due to the usage of our
target customers. These are channels
that have high viewing times on
Sundays nights during
primetime, specifically 9 pm.
• We intend to air the advertisement
three times through out the program
to increase frequency. So that we are a
constant reminder to our customers.
With an exception for E! which we will
air commercials two times due to lower
target usage.
• We chose to advertise on the Bravo
television show ‘The Real
Housewives’, since this show has many
different seasons and segments it is on
throughout most of the year and with
its high viewing we found this to be the
most logical program to advertise on.
• E! also had high viewing rates on
Sunday nights at 9 with popular shows
like Keeping Up With the
Kardashians, Total Divas, and Rich Kids
of Beverly Hills.
• HGTV is also highly rated for their
weekend primetime airing.
• For USA we chose primetime on Friday
nights, specifically on Modern Family.
55

56. Rationale For Non-Selected Television
• Over all Panera customers are
light users of television
therefore it is most logical to
not advertise on Network
Television
• We are also limiting the
amount of cable networks to
advertise on. According to
MRI and Simmons the cable
networks; E!, Bravo and HGTV
are the highest viewed by our
target audience.
56

57. Media Strategy
• Use a dominance approach by advertising in all relevant
mediums:
– Cable TV
– Magazines
– Newspapers
– Internet
– Social Media
• Use internet, magazines, and newspaper media to achieve
broad national reach of adult in our target.
• Evenly distribute marketing efforts throughout the four
seasons.
57

58. Budget
58

59. Media Budget Overview
• Pie chart with %
59

60. 60
Internet Budget Allocation
Outlet Price
Internet Advertising $2,521,000
Adwords $1,229,036
Total $3,750,036
• For our Internet Budget Spending we
decided to focus our budget on two
specific parts:
- Internet Advertising
- Adwords
• We distributed the budget to the top
internet sites who had the largest index
numbers
- What our target uses/visits the most
- Would give us the largest amount of
reach

61. 61
Internet Advertising Budget Allocation
Websites CPM Desired Impressions (000) Price ($)
News Sites
NYTimes.com $30.00 10,000 300,000
WSJ.com $50.00 10,000 500,000
CNN.com $22.00 8,000 176,000
Forbes.com $80.00 5,000 400,000
Streaming
Pandora.com $6.85 20,000 137,000
Hulu.com $45.00 10,000 450,000
Spotify.com $20.00 10,000 200,000
Youtube.com $10.00 15,000 150,000
Travel
Tripadvisor.com $16.00 5,000 80,000
Orbitz.com $16.00 4,000 64,000
Expedia.com $16.00 4,000 64,000
Total Cost $2,521,000

62. Adwords Budget Allocation
Search Engines Key Words CPC
Estimated
Click
Estimated
Cost Per
Month
Estimated Cost
Per Year
Google Panera Bread $1.75 46469 $81,321 $569,245
Yahoo- Bing Panera Bread $4.77 26970 $128,647 $328,271
Yahoo Bing Breakfast $11.20 11600 $129,920 $331,520
Total $1,229,036
62
Del Ray, Jason. "Yahoo's Ad Sell-Through Rate on Its Log-in Page Has
Plummeted." Advertising Age Digital RSS. Advertising Age, 21 Nov. 2012. Web.
27 Feb. 2014.
Google Represantative. Telephone Interview. 18 April 2014
Yahoo Representative. Telephone Interview. 18 April 2014

63. 63
Magazine Budget Allocation
Magazines Full Page 4
Colors rate
Desired Number of Issues
(Monthly)
Price ($) GRPs
Conde Nast
Traveler
$142,370 11 1,566,070 6.5
Real Simple $208,700 22 4,591,400 3.6
New York
Magazine
$79,970 22 1,759,340 17.4
Self
Magazine
$200,054 22 4,401,188 7.15
Total Cost $11,185,7
90
”Condé Nast Traveler – Media Kit Print | Condé Nast." Condé Nast. Condé Nast,
2014. Web. 16 Apr. 2014
“Media Kit." Real Simple Media Kit. Real Simple, 2014. Web. 5 Apr. 2014.
“SELF – Media Kit Print | Condé Nast." Condé Nast. N.p., n.d. Web. 27 Apr. 2014.

64. Internet Budgeting
• We decided to allocate 20% of our $25,000,000.00 budget to
raising awareness and reminding our consumers of Panera.
• Out of the $5,000,000.00 we decided would go into
newspapers we have used $4,824,600.00. The breakdown is
as follows:
# of
Days/Year
Price
per Ad
GRPs Total
NY Times 17 41,200 4.9 % 700,400
USA Today 17 242,600 2.3 % 4,124,200
Total 17/each
newspaper
283,800 ------------- 4,824,600
64
“USA Today Media Kit." USA Today Media Kit . N.p., n.d. Web. 15 Feb.
2014.

65. 65
Social Media Budget Allocation
Websites Price ($) Cost Description
Social Network
$49,700
This cost represent the salary of the
Community ManagerTwitter
Facebook
Instagram
Sponsorship Budget $100,000
(25,000 per
quarter)
We need a budget to sponsor some
Facebook post thanks to that target new
Facebook user and have more likes.
Facebook Contest $15,000 We need to expand the contest to more
than our own followers on Facebook.
For that we need to invest in the contest
post and send them to a targeted
population.
Total Cost $164,700
Keath, Jason. "How Much Money Do Community Managers Make?" Social Fresh

66. Cable Budgeting
Cable Network Cost per Unit Impressions CPM*
E! $3,766 188.3 $511.5
Bravo $4,516 225.8 $567.6
HGTV $6,190 309.5 $1,042.5
USA $11,766 588.3 $2,022
Total Cost: $4,143.6
* In thousands 66

67. Execution
67

68. The Facebook Contest
• Panera bread will propose to consumer 4 new recipe.
• On Facebook, users will have to pick a “Team”. The
team of their favorite new product. In order to do
that they would have to enter their email address,
which will be a gain for Panera Bread customer data
base.
• Participant will have to make their team win if they
want to see they product in restaurants. The product
with the bigger team will win. So in order to make a
product succeed participant would have to share a
maximum of time their team.
• The big winner of the contest will be the person who
have shared the most, and the prize is a $5,000
voucher for American Airline. We will justify that with
the fact that during Christmas holiday you need to be
closer to your family either by visiting or with a
family trip.
68

69. Print ADs
69

70. Internet Banners
70

71. Works Cited
71

72. Works Cited
Ad $ Summary, 2011-2012 (Competitive Analysis)
"Banner Advertising and Other Advertising Methods." Banner Advertising and
Other Advertising Methods. Benchmark Communications, 2012. Web. 10 Apr.
2014. (slides 46, 47)
Cherecwich, Rich. "NYTimes.com Offers $5 CPM." IMediaConnection.com. IMedia
Connections, 23 July 2009. Web. 1 Apr. 2014.
”Condé Nast Traveler – Media Kit Print | Condé Nast." Condé Nast. Condé Nast,
2014. Web. 16 Apr. 2014. (slides 49, 62)
“Consumer Foodservice in the US." Passport. Euromonitor International, 2 Sept.
2013. Web. 20 Mar. 2014. (slides 24, 26)
Del Ray, Jason. "Yahoo's Ad Sell-Through Rate on Its Log-in Page Has
Plummeted." Advertising Age Digital RSS. Advertising Age, 21 Nov. 2012. Web.
27 Feb. 2014. (slides 47, 48, 61)
” Fast Food in the US." Passport. Euromonitor International, 2 Sept. 2013. Web.
20 Mar. 2014. (23, 27)
72

73. Works Cited
Google Represantative. Telephone Interview. 18 April 2014 (slides 48, 61)
Guttelle, Sam. "The Average YouTube CPM Is $7.60, But Making Money Isn’t
Easy." Tubefilter RSS. Tubefilter, 3 Feb. 2014. Web. 5 Apr. 2014. (Slide 46)
Keath, Jason. "How Much Money Do Community Managers Make?" Social Fresh (Slide 53
and 64)
Koenigsberg, John. "What Is the Average CPM for Ads on a Travel Site like
TripAdvisor?" Quora, 1 Dec. 2010. Web. 4 Apr. 2014. (slides 46)
Lazaro, Anthony. "Internet Advertising: What Is Pandora's Average CPM?"
Quora. Quora, 16 June 2011. Web. 27 Apr. 2014.
Marshall, Jack. "What Online Ads Really Cost." Digiday. Digiday, 22 Feb. 2013.
Web. 27 Mar. 2014. (slide 46)
73

74. Works Cited
“Media Kit." Real Simple Media Kit. Real Simple, 2014. Web. 5 Apr. 2014. (slides 49, 62)
Mediamark Research, Inc. Mediamark Internet Reporter. The Henry Birnbaum
Lib., Pace U, New York, NY. 17 Mar. 2014. (Slide 43)
“NY Media Kit." NY Media Kit. N.p., n.d. Web. 15 Feb. 2014. (slides 49, 62)
Rajarama, Anand. "Datawocky." 'Datawocky' N.p., 4 Apr. 2008. Web. 27 Apr.
2014.
“SELF – Media Kit Print | Condé Nast." Condé Nast. N.p., n.d. Web. 27 Apr. 2014. (49,62)
Simmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web.
22 Mar. 2014.*
“USA Today Media Kit." USA Today Media Kit . N.p., n.d. Web. 15 Feb. 2014. (50, 51, 52, 63)
Yahoo Representative. Telephone Interview. 18 April 2014 (47, 48, 61)
74

75. Appendixes
75

76. Appendix 1
76

77. 77
Appendix 2

78. 78
Appendix 3

79. 79
Appendix 4

80. 80
Appendix 5

81. 81
Appendix 6