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.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

 

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?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position