Marketing Proposal for McDonald's: New Digital Communication Campaign

This marketing proposal explores the development of a new digital communication campaign for McDonald's, targeting young adults and children. It discusses the existing marketing communications of the brand, the gaps, opportunities, and challenges in the digital marketing landscape, and the goals and objectives of the campaign. The campaign aims to generate awareness and gain a competitive edge for McDonald's through effective digital marketing strategies.

ASSIGNMENT 2
MARKETING PROPOSAL

Table of Contents
INTRODUCTION......................................................................................................................3
Part A.........................................................................................................................................3
1.1 Existing marketing communications – Overall Brand.....................................................3
1.2 Targeted segments............................................................................................................5
Part B..........................................................................................................................................6
2.1 Gaps, Opportunities and Challenges – New Digital Communication Campaign............6
2.2 New digital marketing campaign in context of McDonald..................................................7
2.2.4 Message development-..................................................................................................9
2.2.5 Selection of suitable digital platforms for marketing purpose....................................10
2.3 Use of metric to continuous examine improved digital marketing campaign...............11
Overall integration of social media channels.......................................................................12
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................14

INTRODUCTION
Digital Marketing refers to promoting delivered through digital sources such as
websites, email, mobile application and social media platforms. Marketing is the functions of
organizations because it helps companies to reach at global level and increase their
productivity level even better. With digital marketing tools firms can highlights achievements
of ventures in systematic manner. It is one of the best ways firms can use to present their
excellent work whenever its business needs to show what they have already produced and
manufactured, especially for target market. The current assignment will be based on
McDonald, which falls under list of leading fast food organizations in the entire world. It is
well known American fast food organization with strong consumer’s base. Firm was founded
by Richard and Maurice McDonald in 1940 at San Bernardino, US. They have vision to
move with speed to drive progress of business and become excellent fast food brand. This
study will be divided into two sections; part A and B. First part, will explain current digital
and offline marketing communications tactics develop by firm for their consumers segments
(Elia, Petruzzelli and Piscitello, 2019).
The report will be exploring study on high digital marketing inventions MC Donalds
has been able to cater within its stores, and how future global inventions are working on. The
report is divided in part A and part B where, part A will be presenting critical analysis of
existing offline and wide range of digital innovations which will be developing further goals
in varied industry segments (Saura, 2020).Report further in part B , shall be discussing
analysis of gaps identified in the marketing channels and presenting focus onto how
innovations have been adopted within new frame of digital marketing. The report will be
also analysing specific target segments and discusses online and offline strategies, for
attending consumers attention within varied exploration parameters.
Part A
1.1 Existing marketing communications – Overall Brand
MC Donald marketing communication channels are one of the most effective and
innovative to reach diverse customers target within global levels, where diverse strategies are
used to manifest fast competitive parameters and to evolve vastly onto varied scenarios.
Digital marketing is widely evolved as highly important aspect within working innovation,
new growth consumer opportunities and for gaining new functional paradigms attained

among new determinants which develop higher range of profitability and goodwill. Digital
communication and marketing parameters go hand in hand within new market scenarios
where varied new scope are emerged onto wider domains, which are interactively attractive.
There are various social media platforms which are widely used by Mc Donalds to be
interactive with various target customers, and to functionally develop new diversity of
platforms which are highly attractive and strongly persuasive to gain new revenue scenarios
(Chaffey, 2019). YouTube: This is one of the most advanced and highly innovative platforms within
social media where Mc. Donalds has been widely investing to bring on new
innovation scenarios and productively function on with varied new marketing
strategies. YouTube has been one of the best platform to built brand goodwill for
gaining wide range of target customers, and to reach new innovation domains when it
comes to factored growth opportunities. Youtube is also potentially one of the best
social platform to gain goodwill and high range of business revenue, where all
customers can interact through brand services Facebook: Large people have high functional working views and interactive domains
within working parameters, where technically Mc Donalds is one of the best food
company within global industry for social adverting and new marketing evocative
strategies. There are millions of people connected with Mc Donalds face book app
where brand is not only ocusing on innovation but also developing diverse strategies
to build communication platforms where all reviews are viewed. This has actively
developed wide consumer goodwill and new platforms to emerge among keen
scenarios for generating working innovation onto larger arenas (Alghizzawi, 2019). Instragram: Here it could be understood that Instragram of MC Donalds Company is
also one of the most interactive business platform for serving various new effective
marketing paradigms, and to lead in new technology standards which has made it one
of the top most leading company. The Mc Donalds Company has served and targeted
various range of customers where adults and young age people are the main
categories, which post their videos and share their experiences with company
services. The instragram has been widely used by company to reach onto wider levels
of customers and pertain focus onto working steps of innovative marketing which has
built higher goodwill to be effectively attained onto various scenarios.

The social media channels are the most important digital marketing channels
which company has been widely focusing to promote innovation standards and to
facilitate growth onto larger domains. It could be understood that the marketing
channels discussed above are not only widely important for company to focus on, but
also there is active demand to generate functional innovation with higher competitive
scenarios cultivating new standards.
1.2 Targeted segments
The MC Donalds target customers are young and adult people mainly, who like to
dine out and are likely to like brand services, where it has been gaining high goodwill
parameters due to its best services and fresh food quality. The brand has been also targeting
new working innovations within social media channels, for targeting customers into untapped
areas by expanding its reach of marketing and also to evolve as one of the most efficient
brand name. There is wide range of consumers within young people and adults aged between
15- 30 and more who opt for Mc. Donalds services for hanging out due to its premium
quality food standards and best evocative marketing strategies. Digital marketing is one of
the most growing concepts for promotional purposes in business within fast evolving world
where various new functional innovations are coming on, brands are using various new
marketing techniques and diverse platforms to reach targeted customers (Zhu & Gao,2019)
MC.Donald is one of the best brands growing within food industry globally whose
quality of services and high grade innovation within marketing world has made it one of the
best premium brand. The brand has been upheaval and responsive to various new working
innovation where marketing channels have played huge role, and also large customers avail
online delivery options for attaining new determinants. By targeting the consumers with best
marketing strategies brand has potentially entered into best leading food companies whose
digital marketing is one of the biggest strength and for generating new innovation among
major paradigms. This has been one of the vital force for gaining functional enhanced
goodwill within varied levels and for generating smarter range of goals which build on major
domains of technical innovation. The customers are served with high quality food standards,
functionally also leveraging focus onto innovation and productively being active to develop
best working scenarios of larger vision. Targeted segments are not only widely focused onto
bringing on new working innovation into major domains, but also potentially there are
factored on growth formed on.

Young adults Children
Age
16- 40
Young adults who are fond of having
burgers, variety of fast foods and people
who love to hangout with friends and
families.
Age
6-15
Children who are fond of ice creams and
burgers, fast foods who come at Mc
Donalds for birthday parties and more.
Offline and Digital Communications Young adults Children
Offline Channels
Television Yes YES
Cinema Theatres YES YES
Brochures across all branches Yes Yes
Instore offers display Yes Yes
Instore Sales team Yes Yes
Owned Media– Digital Channels
Company Website Yes No
Facebook Yes No
Instagram Yes No
Direct Mail yes No
Paid Media– Digital Channels
YouTube Yes Yes
Facebook paid posts Yes Yes
Instagram paid posts Yes Yes
3rd Party websites (Ecommerce) Yes Yes
Paid Media– Earned Channels
Online news coverage Yes No
YouTube reviews Yes Yes
Facebook reviews Yes No

Part B
2.1 Gaps, Opportunities and Challenges – New Digital Communication Campaign
With digital marketing avenues gaining high functional pace within working
scenarios, there are wide gaps building up where new strategies and business opportunities
shall be widely focused on. There is wide integration demanded among goals and new
parameters for expanding into various horizons such as digital marketing world to form one
of the best food company (Kotan, Znotina & Hushko, 2019). There are various competitors
coming on within food industry where various new brands, start-ups are coming on with high
range of services and new competitive growth goals for gaining goodwill. With global
pandemic of Covid -19 the food market industry has also been widely hit with consumers
preferring less to dine out, which has made it highly important and strategically hard for
coming back with new strategies. The brand has to focus on developing new safety measures
and generating functional innovation among larger goals, to keenly bring on focused growth
avenues which potentially will gain back confidence of customers. New digital marketing
channels shall be used as one of the best platform to convey marketing strategies , safety
standards company is serving consumers with and how it offers best hygienic food. There is
also challenge of reduced brand goodwill when it comes to having alternatives of new healthy

food items where company should focus on bridging this gap with new working horizons and
bring out new products also. It will define final outcomes of critical analysis to create an
effective and innovative digital marketing interaction campaign for chosen target market
customer.
2.2 New digital marketing campaign in context of McDonald
Digital marketing campaigns include several placing advertisement for chosen
organization around social media and other digital channels (Cutrona & et.al., 2019). Here, it
is developed in regard to McDonald as selected, with clear aims and objectives.
Goals-
The aim of digital marketing campaign is to gain attention of target segment towards
new & existing offer of McDonalds like Eat and Earn.
The objectives of this campaign can be described by using Hierarchy of Effects model
that define how advertisement influence decision making of buyer to buy or not purchase any
product.
Objectives Phases Explanation
To generate awareness about
new offers among target
customers, provide by
McDonald.
This objective can be place at
first phase of chosen model
that is cognitive.
To aware youngster and
children to consider Eat and
Earn offer of company.
Gaining competitive
advantages within fast food
industry
It covers under affective
tactic, includes key elements
conviction, preferences and
liking.
To gain competitive edge and
become global leader.
Gain attention of more
buyers at international level
toward quality food products.
It includes at third phase of
chosen model and that is
behaviour.
To attract new buyer which
in return increase sales and
profit margin.
Hierarchy of Effects is one of the best marketing communication concepts; it helps to
explain procedures included from action firm can view an offer advertisement to buy fast
food products (Hazel & Kang, J. 2018). This model is consisted 6 different phases that

divided into three categories of buyer behaviour. Behaviour, Affective and Cognitive are 3
categories of concept that define overall purchasing cycle of target consumers.
2.2.2 Digital marketing campaign insights
The overall concept is developed in regard to McDonald’s new target segment and
that is children and youngster. As discussed above, new marketing campaign here is created
to achieve aim and all set objectives of brand in context of target consumers. Firm through
this campaign want to gain attention of youngsters and children aged between 15- 25,
because they like to eat fast food products more than other items. Young, Coppinger &
Reeves, 2019 describe that in recent time children instead of home like to eat food items
prepared by well known brand such as McDonald. They prefer to purchase variety of fast
food products from organization that is tasty. Via this digital marketing campaign, company
and its management efforts to drive their sales more than before and generate market revenue.
Firm will use effective social media marketing tool such as Facebook, which is one of the
most popular in the world especially among youngsters, who used it much than other people.
It can be said that, more than 76% of people especially youngster of 18-24 year olds
used Facebook, which means they are highly addicted to this social media platform where
individual get all the information about varied things, and search for those in which he or she
are interested to purchase (Social media demographic to inform your brand’s tactic, 2020).
Key founder of this app provides chance to McDonald and other organizations to
promote their new offers and unique products in market where target segment seeks to
purchase these things in exchange of money, which is quite profitable for chosen brand. Firm
can post their content or promo via Facebook, where million users will saw that as it help to
generate awareness about it in effective manner.
2.2.3 Targeting and segmentation
In new digital marketing campaign of McDonald, children’s are the main target,
because they are highly interested to buy existing offers such as Eat & Earn, which turn into
increasing profitability of company and help them to gain competitive edge. Chaffey &
Smith, 2017 stated that digital media is one of the best marketing sources in recent time as it
aid to gain attention of new buyers and also support firm to know more about like as well as
changing preferences of their consumers in effective manner. McDonald to achieve business
objectives and goal must use digital marketing channels where management can grab benefit

in term of understanding buyer’s needs and considering their review about offers & products
quality. Bala & Verma, 2018 discussed that there are different forms of marketing in business
world are available such as Inbound marketing. It is one of the best advertisement
methodologies that is especially created to draw potential consumers and visitors in, more
than outwardly forcing a product or brand into prospects in desire to increase customers base.
When firm can use this concept, its marketing department would be able to comprehend
overall preferences of target segment as it help to improve current digital marketing
campaigns in positive manner.
2.2.4 Message development-
In order to gets success via digital marketing campaign, McDonald marketing
department would need to develop attractive promotion message for target segment which
drive their attention towards new offer. Workers through advertisement content generate high
need for new product in target market, because it is really very important for success and
progress of business in the competitive world. By conducting this practice organization
would consider excellent benefits in their sales as it lead to increase profits and revenue of
firm. The main aim for this procedure is to get success after selling more offers with
affordable prices.
The best content is suggested to be creating by utilizing model chosen in above discussion
that is Hierarchy of Effects model.
Stages of chosen model Message
Stage one Eat and Earn is the best offer will provide by McDonald.
Stage two Target segment will like this offer because it gives them chance
to win something and eat favourite fast food.
Phase three This offer is accessible only for once in weak especially on
Sunday because family members came out with their children’s
on that day to make some enjoyment.
2.2.5 Selection of suitable digital platforms for marketing purpose
Digital channels are quite beneficial in context of products or offers marketing within
target areas as it help to aware new group of customers toward it. Here, McDonald new
digital marketing campaigns develop for children can include following three platforms;
Social media promotions-

It refer to use to social media channels by many companies to connect with target
audience to create brands, increase profits, and drive website traffic even better than last few
months or years (Zollo & et.al., 2020). Facebook, Twitter, YouTube, Instagram etc are the
most common sources that McDonald will utilize to attract new buyer towards existing offer.
Along with Facebook, organization will consider Instagram as trending social media channel
where marketing department can promote their Eat & earn offer and attract people
successfully. Firm do to that thing, need to create an official page where all the information
about new product will be mentioned with an attractive images. The best thing about this
platform is that is have high visibility of a content or post, where each post of pictures and
message can appear in home of users. While, it also has some drawback that directly impact
digital marketing campaign of firm in negative manner. Most of people are less interested for
using Instagram because it not much effective than Facebook. Furthermore, organization will
also use YouTube, which is more powerful than other sources as it help to advertise new
offer verbally and visually that assure people about firm efforts in regard to consumers
satisfaction.
Text content marketing-
All types of digital marketing platforms are quite beneficial for McDonald growth and
success of their new campaign. Along with above one, firm marketing department can use
this one as well, where through message they can communicate and interact with target
market and describe new offer to them directly (Du Plessis, 2017). This platform consist use
of SMS to deliver marketing content to children and their family as well. It leads to generate
sales and also boost brand awareness in market effectively. Moreover, text message
marketing will also help to increase traffic on websites and successful advertise McDonald
offer. Firm will sent text message to people two times in a week, because it reminds them
about Eat and Earn as new offer. This kind of exiting product defiantly helps organization to
gain competitive advantages and reach at international level while operated in current
industry. Management must assure that message would not be too long as it need to simple
and easy to understand, because people do not prefer to read long, unnecessary content.
Organizational website landing page-
When company use banner and landing page to advertise new offer, they can
highlight its attractiveness and benefits for children and their family as well. Through
website, marketing manager will provide all important info about this offer as it can allow

people to know how consumer can earn new toys. It drive buyer toward getting change to get
new toy or other thing after purchase above 200 as price.
2.3 Use of metric to continuous examine improved digital marketing campaign
Online channels and
metrics
Varied Metric Explanation and
importance
Social media marketing Number of comments McDonald can identify and
monitor success of their new
digital marketing campaign
by recognizing customer’s
comments.
Subscribers Management can note down
that how many people subscribe
their social media page or
website, as it help to monitor
effectiveness of campaign and
allow to identify any problems,
which manager will improve.
Likes Organization can consider
likes on social media
platforms where they
promote its items. It is really
very essential to do because
it helps company to known
how much their offer is liked
by children’s.
Text message
advertisements
Revert With this digital platform
organization can monitor and
improve their marketing
campaigns. Furthermore,
they will review how many
people response after text
message.
Investment Firm can measure total
amount of their investment

for campaign procedure by
reaching to target market and
identify how much of
consumers have converted
into profitability, it help to
measure estimate of overall
success of digital marketing
campaign.
Profits in return. Monitoring and identification
of digital marketing
campaign in context of
McDonald is possible when
manager consider how much
they earn after sale of each
offer in return.
Firm website landing page Page viewers All the metrics are provides a
lot of benefits to chosen
company in term of
monitoring effectiveness of
and improving marketing
campaign effectively after
getting knowledge about how
many individual view official
website of McDonald.
Aim conversion ration In order to identify how
many consumers reached
organizational webpage,
McDonald management must
maintain their conversion
level continuously.
Consumers to contact rate Company can measure and
analyse campaign success
and their effectiveness in just

few simple ways, for
example, manager need to
focus on list of their
consumer’s contact where he
or she can find out how many
web site visitor after plan
become their potential
buyers.
Overall integration of social media channels
The Mc Donalds has been strongly active to evolve as one of the best consumer
friendly and trend brand within food industry serving people with high quality fast services,
which are not only available on physical stores but also the brand is active on social media.
The report has integrated analysis of how marketing within digital networks has been
building progression scenarios among new scope, to yield focus onto new productivity
factors which has built strong goodwill and long term industry scenarios. Brand services are
instant when it comes to responding to online queries and building proper pathways with high
efficacy new effective diverse strategies. The social media channels has built best marketing
parameters among company services and new range of governing focus onto how exploration
of various innovations can be inbuilt , within high competitive industry domains. Overall
integration of social media is one of the most determining factor to yield revenue high
growth, within targeted segments of customers. Mc. Donalds has been widely growing as one
of the best communicative company for serving consumers with high advanced services,
through digital media networking and also to avail wide range of innovative parameters
(Kemp, Randon McDougal & Syrdal, 2019).
CONCLUSION
By summing up above, discussion it has been concluded that McDonald by
developing effective and attractive digital marketing campaign gained attention of children
aged 15-25 as target segment. Organization with this tactic effectively increased their
profitability and productivity within fast food industry. It has been identified that by using
Facebook as social media channel, company successfully promoted their Eat and Earn offer
in market, where potential buyer seeks to purchase this, which outcomes in term of increasing

sales even more than other fast food brands, operated in same sector by using effective
marketing tools and techniques. Furthermore, it has been summarized that company used
range of metrics which make them capable to continuously monitored effectiveness of their
market campaign and make further improvement within it. Moreover, it has been determined
that McDonald utilized social media, test message and website as digital marketing sources,
which in return achieved goal & objectives of brand.

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