Killer Burger - GTM Playbook

During my last term at PSU, my capstone team had the opportunity to work with Killer Burger on a GTM Playbook for new restaurant locations. My role was to use my expertise in Digital Marketing & Public Relations to find unique influencers and ambassadors to promote KB products to their target audiences through niche markets such as pinball, roller sports, and gaming.

Project Scope

Problem to Solve

Determine a plan of action for standardized expansion. Develop a strategy to increase customer retention and value proposition. 

Project Objectives

Standardized Expansion Playbook

  • Focus on PNW, Mountain West, & beyond

  • Alternative expansion plan - Ghost Kitchens

  • Risk identification

Marketing strategy to:

  • Increase current customer base & retention

  • Target younger demographic

Deliverables

  • Expansion Playbook

  • Consumer Research

  • Weekly Progress Memos

Final Deliverables

Influencer Marketing Strategy

  • Identified 3 Niche Markets to branch into influencer relations (Pinball, Super Smash Bros, and Action Sports + Athletes)

  • Developed 30-60-90-120 Day Marketing & Influencer Strategy for New Store Openings (NSOs)

  • Proposed & Strategized Niche Market campaigns and activation ideas to enter new markets

  • Calculated & Projected estimated ROI on influencer campaigns and strategy

Previous

The Skatepark Project