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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.

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