Jimmy John’s Digital Media Plan
I was tasked with developing a media plan for Jimmy John's that utilizes social media, search engines, and media websites to increase app downloads, usage, and ordering within a 30-day national campaign targeting US adults. The plan aims for 400 million impressions while considering cost limitations and will be evaluated based on estimated reach, frequency, and cost through ADgile Media Planner analysis.
Year: 2023
Deliverables: Digital Media Plan, ADgile Media Planner Report
Class: Media Planning
Jimmy John’s App Download & Usage Campaign – November 2023
Plan Introduction
This is a 30-day plan throughout November 2023 conducted for Jimmy John’s Sandwiches who asked for assistance creating and evaluating a paid U.S. national digital media plan that goes beyond the company's own organic digital activity. The purpose of this media plan is to help Jimmy John’s increase the number of app downloads from the App Store and Google Play, and to increase the Jimmy John’s app total usage.
JIMMY JOHN’S CURRENT MARKETING SITUATION
According to Restaurant Business, Jimmy John’s U.S. sales in 2021 was $2,301,000,000. Jimmy John’s has a presence on X (formerly known as Twitter), Facebook, Instagram and YouTube. Their username on every platform is @jimmyjohns. Jimmy John’s also has a mobile app that you can find in the App Store or on Google Play under Jimmy John’s Sandwiches. The app is ranked #47 in the App Store with 4.9 out of 5 stars and 1.3M ratings. On Google Play it is also rated 4.9 out of 5 stars with 207K reviews and over one million downloads.
According to Statista (2022), brand awareness of Jimmy John’s is at 77%. Of this 77%, 27% of people reported that they like Jimmy John’s. In total, 15% of restaurant chain customers in the United States use Jimmy John's, and around 11% say they are likely to use Jimmy John’s again. In August 2022, about 15% of U.S. restaurant chain customers had heard about Jimmy John's in the media, on social media, or in advertising over the past three months.
MEDIA PLAN
The campaign aims to reach a target audience of 258.4 million U.S. adults. To achieve this, the plan involves utilizing a combination of social media platforms, search engines, and media websites for ad placements on desktop and mobile platforms.
Management has established a goal of generating a minimum of 400 million impressions across the entire campaign. These impressions are to be distributed with a maximum of 50 million impressions allocated to each of the eight chosen sites. These also serve as constraints on the campaign.
The campaign will utilize a variety of ad formats, including video, search, audio and display ads. These ads will lead targeted individuals to a Jimmy John's landing page, where they can download the app from either the App Store or Google Play. All app users will receive a promo code, giving them access to a 15% discount on their next order when placed through the app.
PLAN RESULTS
This November 2023 Digital schedule will provide approximately 56% of the target audience, more than 146 million individuals, with one or more opportunities to see (OTS) Jimmy John's ads. Approximately 22%, or nearly 58 million individuals, will have three or more OTS.
The plan will deliver approximately 155 gross rating points (GRPs) and 400 million impressions, driving an average frequency of 2.7 among individuals reached.
Plan total cost is approximately 4.8 million for 30 days across 8 sites. Efficiencies are reflected in cost per thousand impressions (CPM) of 12.00 and cost per point (CPP) of 30,998.
