Burger Planet Position Paper

Emma Conger
Alyssa Lowry
Justin Badger
Burger Planet Position

With the new campaign and partnership of Jayne Peterson with Burger Planet our objective is to regain our middle aged female customers, build a healthy image for Burger Planet and maintain existing customers.
Some of our objectives in order to accomplish the goal of emphasizing our new healthy menu options and build the image of Burger Planet will include:

Our print ads will include:
- Two main campaigns
 One geared toward children, because they are our future customers
• These ads will mostly feature Corny the Clown encouraging children to make healthy choices and be active.
 Another to middle aged women to regain customer loyalty
• These ads will focus on Jayne Peterson as a fitness guru and how Burger Planet fits into her healthy lifestyle.

On our company website some of the new features will include:
- Provide a balance sheet of nutritional information on our food items.
- Provide a link to the government food pyramid: www.pyramid.gov to show how our menu items fit into the pyramid.
- Provide information tips from Jayne Peterson on how to live a healthy lifestyle.

Other campaign strategies will include:
- A three month mall tour throughout the United States featuring Corny the Clown and Jayne Peterson presenting educational material about healthy lifestyles.
- Press releases announcing the new menu items, addition to new features on website, ad release dates and mall visits.

With these stated changes we hope to achieve:
- 30 percent increase of sales to middle aged women over a 6 month period.
- Overall increase of health awareness in our customer base.
- More positive healthier image
- 5 major stories written on Burger Planets highlighting our new healthy image and Jayne Peterson’s participation.