TACO BELL

Objective: To engage and encourage African Americans, residing in the West/Southwestern territories to frequent Taco Bell.

Implementation: Voices, Inc. pushed transactions and revenue through the implementation of an integrated marketing plan that included:

Conducting qualitative analysis in order to determine lack of appearance or presence within urban communities
Ascertaining psychographics of the 18-21 year target market
Finding that declines in African American interest were a direct result of lack of support for the community
Repositioning current products and promotions in terms of food, selection, price, and size.
Promoting Taco Bell's affiliation with local Boys and Girls Clubs via a direct mail coupon.
Creating nineteen :60 second radio commercials targeting the urban youth.

Results: The Campaign resulted in an 8% increase in Taco Bell's revenue in the 1st year and 38% increase in overall foot traffic to Taco Bell.