Ronald McDonald McDonald's Logo
McDonald's Logo Hot Springs Village Logo LRPD Badge

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.

McDonald's Logo LRPD Badge Hot Springs Village Logo

The Situation:

In order to set the stage for a winning marketing strategy for the McDonald’s Central Arkansas Co-op, we worked to better utilize integrated strategies to maximize our annual media buy by using PR, social media and influencer marketing to stretch our dollars. We focused our business consumer insights work on three strategic areas for McDonald’s: Beverage, Breakfast and Burgers/Chicken. We focused on value platform, localized promotions, creative refreshes and new pricing strategies.

Some important new products – such as limited-time-only Big Macs, flavorful slushies at a new price point of $1 and Signature Crafted Sandwiches – needed to get special attention in the marketplace to drive incremental sales.

The Strategy:

Along with media relations and storytelling that aligned with the national marketing calendar, we focused our efforts on bringing to life three distinct campaigns to drive sales and guest counts.

“Which Mac Are You?” campaign to encourage millennials to purchase more Big Mac burgers – A sweepstakes contest via a form on a customized landing page that asked consumers to proclaim which Mac they are in order to win Big Macs for a year. Our integrated marketing strategies led consumers to the landing page and into the stores with coupons.

Great Southern Region “Slushie Synergy” campaign to focus on beverages throughout the summer, particularly new $1 slushies – We created the Summer of Slushies with a massive sweepstakes contest to send one lucky winner to the Minute Maid Ballpark in Houston for a fabulous summer getaway weekend. Paid media added value programs throughout the region included “96 Days of Summer,” Sweet Slushie Break, Summer Slushie Sweeps and Slushie Reunion.

“Pay It Forward” annual program with KARK-NBC to highlight good work in the community – A winner was chosen twice a month to be recognized in TV segments for their community giving. The winners were honored by local McDonald’s owner-operators and the one-and-only Ronald McDonald. Additional promo spots, news billboards, prime banner spots online and app banners boosted the campaign.

The Results:

When many other Co-ops across the country struggled with declining sales, our Co-op thrived with one of the largest increases in sales in the region – a 4.3% increase in comp sales. Guest counts also comped year over year by 3.1%. And during each month of our campaign, the Central Arkansas Co-op performed as one of the Top 20 Co-ops in social media engagement across the U.S.

Some of our larger campaigns during the year also performed so well for our Co-op that they were picked up by the rest of our McDonald’s Great Southern Region. Seven additional Co-ops used our comprehensive campaigns for “Which Mac Are You” and Summer Slushie Sweepstakes. In particular, the “Which Mac Are You” campaign was highly successful with more than 105,000 sweepstakes entries!

 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

The Account Executive position involves growing and working independently with an emphasis on project management, client relations, media relations, digital/marketing, and/or lead generation among other skills.

Main Responsibilities:

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events.
  • Proactively identify story ideas and work with supervisor to develop.
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision.
  • Effectively place client messages and spokespeople in target media outlets.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc.
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients.
  • Assist in the management of interns, when applicable.
  • Develop an advanced level of design skills for InDesign or Photoshop, largely managing design-oriented tasks related to digital programs independently (depending on position/department).
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skillsets, client contracts and other extenuating circumstances dictate.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.