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Strategic Communication Recommendation: GrubHub Delivery Option Partnership White Castle’s brand and respective enthusiasts have established a legion of dedicated cravers, and embedded their position in the history of quickservice burger restaurants. The longstanding tradition of White Castle’s highquality and convenient sliders continues to solidify brand loyalty despite very limited distribution relative to the global presence of high budget competitors. We see this position as an opportunity to synergize customer retention, and expand into younger digitally equipped market segments. It is recommended that White Castle partner with GrubHub’s nationally recognized food delivery application to advance these interests. Over 3.4 Million active users cherish a wide variety of fooddelivery options that are available on GrubHub’s platform, and we see this partnership as a fantastic means of increasing visibility to smartphone wielding young cravers. Due to the limited distribution of White Castle locations in only 16 states, the areas of peak interest in service must be identified through audience engagement polling, and research analytics. An initial launch is recommended in identified areas where universities have a stronghold on the demographic in the community, with the potential to enter all states outfitted with a large allotment of locations. These locations will include but are not limited to: Detroit, Indianapolis, Columbus, and New York. White Castle’s current campaign efforts that emphasize their sliders as “The Tradition You Crave” will gain momentum with the implementation of a service to spread this tradition quickly and efficiently. A recommended press release will be drafted and disseminated to media contacts in studentrun newspapers, food writers in large publications, and blogs such as ‘Brobible’ and ‘Total Frat Move’. Each set of contacts sets to serve as a channel by which White Castle can bring headline attention to their various market segments. Student run newspapers will be able to communicate this valuable information to their campus and surrounding community. College students are enticed by convenience and low cost, and will thus be motivated to share the news to their peers. Writers in large publications like the New York Times and Business Insider will view this announcement as White Castle’s entry into the modernized distribution methods of our timeperiod. As an unfranchised brand largely remaining within the confines of its established tradition and simplicity, this news will mark the tradition’s transcendence into the digital space, while still catering to their loyal cravers and remaining true to the brand. Blogs such as “Total Frat Movement” and “BroBible” will be vehicles to
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