Burger King – Supplier Diversity Program

The Difference
Our success with a wide variety of clientele centers on the fact that we recognize each company has its own identity and specific needs. We understand there are set budgets, therefore, we strive to stretch the impact of client dollars through strategic advertisement placement. We assisted Burger King with their ongoing “Real People, Real Success” Supplier Diversity Program campaign.

A Brief Overview - Strategy & Tactics

With initial input from the client, we defined the situation, target market, media recommendations and budget. We worked hand-in-hand with the project manager, public relations firm and creative agency to make sure the media strategy coincided with launch dates and campaign goals.
 
The ultimate objective was to highlight Burger King’s Supplier Diversity Program’s success stories, as well as encourage relationships with new suppliers.
 
Local, National, and International Focus.
For the selection of recommended media, we focused on diversity publications, coupled with the most widely circulated publications for African Americans, Hispanics, Asian Americans, and Women. Publications researched had local (South Florida/Florida), national, and international distribution. Other publications were also considered yet excluded due to high costs, not being audited, insufficient information or inadequate circulation.
 
The yearlong media campaign consisted of full page, 4-color ads in magazines such as Diversity Business Magazine, Professional Woman’s Magazine, Black Enterprise, Hispanic Enterprise, Asian Business News, and the US Pan Asian American Chamber of Commerce National Directory.
 
We negotiated off of rate card with each vendor and arranged for added value when available (for example, free ads with a frequency buy, BK’s logo on vendor websites with hyperlink, editorial in Supplier Diversity issues/features, booth space at conferences and events, such as the 2008 NBA Players Association Summer meeting).
 
In addition to a print campaign, we also informed the client of relevant dinners, conferences, symposiums, etc. wherein BK could become a sponsor and/or receive coverage in programs distributed at events. Our media team assisted with BK having a presence in over 20 organization events.
 
Some examples include:

  • CAUSE (Center for Asian Americans United for Self Empowerment) 17th annual conference in Los Angeles, CA
  • 100 Black Men of America’s 22nd annual conference in Orlando, FL
  • LULAC (League of United Latin American Citizens) 79th annual national convention in Washington, DC
  • USHCC (United States Hispanic Chamber of Commerce) Business Expo in San Juan, Puerto Rico
  • Rainbow PUSH Coalition’s Citizenship and Education Convention in Chicago, IL

 

Results
The approaches and tactics discussed herein met Burger King’s objective of supporting their diversity efforts by highlighting some of their success stories (franchisees and suppliers) in compatible media and venues.

Contract Amount: $173,000

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