Marketing Communications Campaign: Carl's Jr. Australia Expansion Plan

This report outlines a comprehensive marketing communications plan for Carl's Jr. in Australia, addressing the brand's expansion strategy. It begins by analyzing the current communication strategy, identifying the primary and secondary target markets (families, teenagers, and children). The report then examines above-the-line communication elements, including the use of print and radio advertising, along with key taglines and visuals. It delves into the media used, objectives, and below-the-line communication mix elements, emphasizing direct advertising. The report integrates various marketing mix elements and assesses current communication strengths and weaknesses. It further details media strategies, including target market media consumption, reach, frequency, and scheduling objectives. Media category choices (television and newspapers) are discussed, followed by a media plan spreadsheet. Below-the-line strategies, including sales promotions, direct marketing, and public relations, are analyzed, linking them to above-the-line elements. The role of e-technologies is also considered, providing a complete overview of a marketing campaign tailored for Carl's Jr.'s Australian market entry. The report also includes references to support the plan.

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Communications plan structure
Windows User
5/4/2019

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Current communication strategy
Likely target market:
1. Primary market: the primary market of Carls Jr is urban families such as parents,
teenagers etc. they have certain items which is fixed in menu for families or teenagers
as to satisfy them.
2. Secondary market: the secondary market of Carls Jr is young children or parents of
those children as many kids saw advertisement of Carl Jr food items and they force
their parents to buy those items or order online.
Above the line communication elements:
1. Carls Jr use radio, print advertisements such as newspapers and magazines which
provides them wider reach, better connect with the target audience and building their
brand (Luxton, Et al, 2015).
Key taglines, body copy and visuals:
1. If it does not get all over the place, it does not belong in your face
2. Some guys, do not 49 cent Tuesdays
3. Without us, some guys would starve.

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(Source: Carls’ Jr, 2019)
Media used and likely media objectives:
Social marketing media is used by the Carls Jr. and the objective was to build the long-term
relationship among the target customers and the brand.
Below the line communication mix elements:
The Carls Jr consists of remarkable, particular, direct advertising activities and which focused
on targeted audience. They focus more on communication than on the building of brand
(Blakeman, 2018).
Integration across mix elements:
1. Link objectives of business, marketing and communications
2. Link finance, marketing, HRM etc.
3. Link elements of marketing mix
4. Link elements of all promotional mix
5. Unify creative themes across the communications
Perceived current communications strength and weakness:
1. Strength: they focus more on spoken works, evaluate language of body and voice tone
and avoid distractions.
2. Weaknesses: they failed to sufficiently consider the requirements of the customers.

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Media strategy
Description of target market current media consumption:
The understanding of the current media consumption of the target audience or market can
help the owner of the business to create an effective campaign for marketing. They focus on
the media channel which customers favour such as television and newspaper. They can utilise
that information to share their messages of marketing directly to customers (Mills, 2015).
Reach and frequency objective:
1. Reach out the number of potential consumers
2. Optimal exposure
Scheduling objectives:
1. To arrange the activities of the manufacturing in that manner that production cost is
minimised and goods produced are transported before date.
Geographical market coverage:
1. Carl’s Jr. covers both rural and urban areas for their products.

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Media category choices:
1. Carl’s Jr. mostly chooses television and newpapers as media for marketing their
products.
Media plan spreadsheet:
Date of
Announc
e
Subject content Contacts
of media
Deadline Significa
nce
Owner Co
st
Status
06/05/020
19
Monday
Marketin
g and
managem
ent of
product
Newslet
ter
Newspa
per
agencies
with the
permissi
on of
owners
10/05/20
19
(1-5)
4
Marketi
ng and
research
people
12.
5
lac
s
In
progre
ss
Below the line strategies
Over view of below the line strategies:
Below the line strategies are refers to as below the line marketing, promotions, advertising
consists activities of remarkable, specific and direct adverting focused on target audience
which is known as direct strategies of marketing. Below the line strategies emphasis more on
the conversions than on the brand building.
Sales promotions strategy:
Carl’s Jr. includes three promotions strategy such as sales force, consumer and trade.
Consumer promotion- it involves efforts which targeted towards the final consumers to
encourage demand.
Sales force promotion- it involves efforts which targeted towards the sales forces to increase
the salesmen’s morale.

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Trade promotion- it involves efforts which are targeted towards the intermediaries to drive
the products towards the final consumers.
Linking to above the line communication mix elements:
Through the marketing includes dealers to create campaigns of marketing which contain both
above the line and below the line strategies. It refers to 360 degree promotion where
campaigns are established with the aim of building the brand as well as conversions.
Direct marketing strategy:
The direct marketing strategy which Carl’s Jr. use is telemarketing and catalogues where they
can directly reach out to the customers. They focus on their direct marketing must be target,
ethical and measurable (Pettigrew, Et al, 2015).
Linking to above the line communication mix elements:
The average number of people watches TV 4.3 hours in a day. The advertisement through TV
have a reach from local to national and international customers. These advertisements have
better connection the end users as moving images and audio are preferred.
Public relations:
It is a strategic communication process which builds jointly valuable relationship between the
company and their customers. The Carl’s Jr. organize events and provide products to
customer as a gift voucher and they also give sponsorship to various universities and colleges
in their countries for promoting their products and for doing publicity of the product within
public (Theaker, 2016).
Role of e technologies
1. To deliver enhanced services through its sources or medium
2. To assist the personal, business, corporate activities.

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References
Blakeman, R. (2018) Integrated marketing communication: creative strategy from idea to
implementation. UK: Rowman & Littlefield.
Carls’ Jr. (2019) about us. [Online]. Available from: https://carlsjr.com.au/ [Accessed:
04/05/2019]
Luxton, S., Reid, M. and Mavondo, F. (2015) Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Mills, A.J. and Plangger, K. (2015) Social media strategy for online service brands. The
Service Industries Journal, 35(10), pp.521-536.
Pettigrew, S., Biagioni, N., Jones, S., Daube, M., Kirby, G., Stafford, J. and Chikritzhs, T.,
(2015) Sales promotion strategies and youth drinking in Australia. Social Science &
Medicine, 141, pp.115-122.
Theaker, A. (2016) The public relations handbook. UK: Routledge.